President's Message
 A few weeks ago, a young deaf man at church asked me what I do for a living. "PR," I signed, using just the two letters — P.R. I could see the question mark forming. First there was the tilt of his head, and then came the knitted eyebrows. "What?" he politely signed back to me. I had forgotten that the letters P and R are also used to sign Puerto Rico. How could Puerto Rico be my work? Of course he had no idea what I meant.
My second attempt was rather clinical, but perhaps a little better (although it didn't erase the question mark expression). "I help my business communicate with people," I signed. Then he used his index finger to outline a question mark, meaning he had a question for me. "You answer the telephone?" he asked.
It shouldn't be this difficult, but it made me think more about how to describe what we do. Anyone who has young children must be able to relate to my dilemma.
On my third attempt, I provided a simple and broad explanation. "I help the people I work with communicate better so that other people, such as media, employees and community members better understand the company's business and goals." He began to understand, but the question mark expression went from his face into my head. My response wasn't the most comprehensive definition of public relations, but it did cause me to step back and take a deeper look at explaining our profession.
What about you? When was the last time you practiced your two-minute elevator speech about public relations? Perhaps we can compare notes at the next monthly luncheon coming up on the Third Thursday, May 18.
Retired AT&T Executive Vice President of Public Relations Dick Martin will join us to share the lessons he learned from his 32 years with the telecommunications giant. "TOUGH CALLS: AT&T and the Hard Lessons Learned from the Telecom Wars" — I'm looking forward to meeting him and seeing you there.
—Andrea Finger, APR
PRSA Monthly Meeting: May 18
"Tough Calls: AT&T and the Hard Lessons Learned from the Telecom Wars"
Sponsored by Bright House Networks
Dick Martin was an AT&T insider for 32 years. He retired in 2003 as Executive Vice President of Public Relations, Employee Communications and Brand Management, as well as Chairman of the AT&T Foundation. A keen observer and active participant in the controversial executive decisions made between 1997 and 2002, he offers a candid firsthand account of the company's recent past of ambitious mergers, contentious breakups and costly mistakes in "TOUGH CALLS: AT&T and the Hard Lessons Learned from the Telecom Wars" (AMACOM: Nov. 30, 2004).
Don't miss PRSA Orlando's May 18 luncheon sponsored by Bright House Networks. Along with Dick's insightful presentation, you could also win a copy of his book.
Date: Thursday, May 18
Time: Networking begins at 11:30 a.m., Lunch begins at noon
Place: The Citrus Club, 255 S. Orange Ave., 18th Floor, Orlando
Cost: $20 for members, $30 for guests, $15 for students
Click here to RSVP. You can pay online using PayPal or pay at the event using cash or check only.
Please include your name, company, title, phone number and e-mail address. The entree will be sauteed Chicken Marsala, with New York style cheesecake for dessert. When you RSVP, please mention if you would like a vegetarian meal.
Cancellations received after May 11 and no-shows will be billed.
Is your company interested in sponsoring a luncheon? For information on sponsorship packages, contact Mike Ertel at ertel@voteseminole.org or Dan Ward at dward@thestrategicfirm.com.
Crisis Communications: Lessons learned from Hurricane Katrina
Go straight to the site of America's worst natural disaster to discover the top three reasons why New Orleans was thrown into crisis and learn why those same failings are likely occurring in your organization at this very moment.
Spend the afternoon touring the devastated areas of New Orleans, and discuss the failings of leaders and communications when they were needed most. While you're there, unlock the secrets to communicating when your modern communication tools fail.
Focusing on crisis communications, learn what must be in your plan, why it must be simple and the four parts crucial to implementing a successful plan. Crisis communications expert and New Orleans native Gerard Braud will lead the tour and discussion.
When: May 31, 2006
Time: 9 a.m. - 5 p.m.
Where: Royal Sonesta Hotel, New Orleans
Price: $395 — a portion of the proceeds benefits the IABC and PRSA Chapters of New Orleans
Click here for program details and registration information.
Want more? Stay for two extra days and work with Braud to write your own $25,000 crisis communications plan for just $5,995. For one price, three employees can participate in this one-of-a-kind advanced program, leaving with a plan you can use immediately.
Your two days will include a vulnerability audit to identify what could go wrong in your organization and who is prepared to handle it. Then, customize your crisis plan template, write your key crisis messages and test your plan to make sure it works when you need it most. All three team members attend the Katrina Lessons Crisis Seminar free.
For more information, contact Gerard Braud of Braud Communications at 985-624-9976 or gerard@braudcommunications.com.
Achieve Success: Earn your APR
Ready to receive your APR? Excited? Nervous? Intimidated? It takes hard work and discipline, but "it's all worth it," says recently accredited Laura Richeson, APR.
"It felt like I just won Publisher's Clearing House, and Ed McMann was personally delivering the good news, sans the big check and red balloons. Once I saw the UAB (Universal Accreditation Board) envelope and the letters APR printed after my name on the label, a tremendous sense of pride, personal achievement and overall happiness prevailed. I couldn't stop smiling for days," Laura says.
As Senior Vice President of Bennett & Company, Laura felt it was the right time in her career to tackle accreditation and secure her foothold in the industry. "Professional development is key to always drive your knowledge, confirm your capabilities and ensure you remain at the top of your game."
But to be at the top of your game, you need to get back to the basics. The most challenging part of the process for Laura was dusting off her study habits and book smarts.
Was it worth it? "It was worth every minute, every chapter, every study session, every exam question," she says. "Like all challenges we face in our personal and professional lives, you must set a goal and just go for it." Laura's approach was similar to her approach for client projects — build the plan, work the plan and maximize opportunities that arise, such as working with great mentors in the Orlando community.
While it was challenging to refresh her study habits, revisiting the basics was also exciting, she says. It reaffirmed tactics she employs every day and allowed her to think and act more strategically, focusing on the big picture as a senior consultant. The process also gave her an opportunity to review her portfolio and reflect on her successes — an opportunity to celebrate her role as a public relations professional.
"I truly love public relations, and, after taking this step, I am clearly more able to explain with conviction and pride what I do every day with passion."
Are you ready to take the next step?
Contact Dawn Vaughan, APR, at dvaughan@floridasbloodcenters.org.
PICTURED ABOVE: Dawn Vaughan, left, and Laura Richeson
New Members
PRSA Orlando welcomes the following new members:
- Bryan Douglas
- Matthew Allan-Gowan, Corporate Communications Manager, Cendant Timeshare Resort Group
- Juliana Claire-High, Development Coordinator, The Grove Counseling Center
- Regine Jean-Charles
- Marie Kephard, Account Manager, Yesawich, Pepperdine, Brown & Russell
- Debra J. Malcomson, Manager — Communications & Public Relations, Harbor Federal Savings Bank
- Shelly Sloan, Area Director — Mall Marketing, Simon Property Group
- Sabrina Nicole Ellison-Acosta, Account Coordinator, Patterson/Bach Communications, Inc.
- AnnaMarie Neri, Account Executive, Gilbert & Manjura Marketing
- A Omar Sharpe, Integrated PR Consultant, Front-Line Promotions
Ten Minutes/Ten Questions
Name: Tammy Snook
Occupation: President, HighTech PR, Inc.
PRSA Involvement: Member
Person who has most influenced your life: During the past six years, it's been my husband because of his positive outlook on life and the good he sees in all people. Before him, my parents, who taught me that you reap what you sow, and laughter is the best medicine.
Quote to live by: I like many, but these are two of my favorites:
- Life isn't about finding yourself; it is about creating yourself —George Bernard Shaw
- We make a living by what we get; we make a life by what we give —Sir Winston Churchill
What made you choose PR as a profession: I enjoyed writing and speaking in public.
Best PR advice you ever received: Don't ever say anything you're not prepared to see in print.
Greatest accomplishment: Successful, massive media launch of the world's first interactive television trial
Favorite thing to do on the weekend: Most any outdoor sport
Something nobody really knows about you: I like to sing and love to dance (just not at the same time!)
Member News
Congratulations to Lorelie Johnson on her recent move to Bright House Networks. Lorelie now serves in the public affairs department of Bright House Networks Florida Group Office.
Lorelie's new contact info: (407) 210-3188, lorelie.johnson@mybrighthouse.com
Spring Ahead with PRSA
Receive free one-year chapter membership
If you've been contemplating joining PRSA or know someone who has, there has never been a better time to join. With the new Spring Ahead special offer, all new and reinstated members (inactive for more than one year) who join from May 1 to June 30 will receive a free one-year membership in the Chapter of their choice. For the Orlando Chapter, this represents a savings of $50! The promotion is limited to those who join as Full Members. Associate Members are not eligible for this offer, but are still welcome to join.
Costs for joining during this special promotion are as follows:
- National Dues Initiation Fee $65 (one-time fee)
- Annual Fee $225
- Local Dues Annual Fee — FREE
- Total: $290
There are many benefits to joining, including professional growth, networking opportunities, leadership training, career development tools and strategic resources. If you are already a member, please pass this information along to your friends and colleagues who might be interested. For more information, or to join, click the link below, or contact Mason Moore, Vice President of Member Recruitment for the Orlando Chapter, at mmoore@fhbnet.com.
Register now for the 2006 PRSA Sunshine District Conference
Mark your calendars for the 2006 PRSA Sunshine District Conference, Studio P.R., hosted by the Gulf Coast Chapter June 22-24 at The Ritz-Carlton Golf Resort, Naples.
From a Best Practices Roundtable, to exceptional event planning and media training, this is a conference you don't want to miss.
Register by May 10 and receive the Early Bird discount — only $195 for members, $215 for guests.
Registration deadline is June 2 — $220 for members, $240 for guests and $135 for full-time students. Special room rates at the Ritz-Carlton Golf Resort, Naples, are $109 for this event.
Click here for program details and registration information.
Update your info
The 2006 PRSA Orlando Member Directory is almost ready to print, so make sure your information is current and correct! Click the link below to update your info online on MemberNet, or e-mail Mason Moore at mmoore@fhbnet.com.
Check out the Job Bank
Keep checking PRSA Orlando's up-to-date job bank for the latest openings in Central Florida.
Or, if you're looking for the best talent in the area, post your company's open positions on the site.
Click below to check it out!
Submissions
To submit stories or ideas for the PRSA newsletter, please contact Communications VP Michelle Lynch.
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