President's Message
 With PRSA celebrating September as Ethics Month, I began writing this message by researching different stories, articles and Web sites on ethics. As you'd imagine, they were all over the map — but mostly off-course. Some writers focused on the perception of public relations practitioners as Spin Doctors; others referred to PR pros as people who define reality by consensus — otherwise called "Wikiality." None of this helped in my search for solid material on ethical practices.
I finally settled on the PRSA Member Code of Ethics, which was designed in 2000 to help practitioners anticipate ethical challenges and successfully carry out our ethical obligations. The code is based on a set of values and beliefs intended to guide our actions and decision-making process.
- Honesty
- Expertise
- Fairness
- Advocacy
- Independence
- Loyalty
These values provide the foundation for the Member Code of Ethics and set the industry standard for the professional practice of public relations.
My first serious look at these values happened while I was going through the process of accreditation four years ago. Our ethics session leader, Lori Booker, condensed these six words into an acronym — HE FAIL — to help us remember. The memory aid helped, not only to pass the ethics portion of the exam, but also to provide a directional compass in discerning ethical dilemmas.
On a much broader scale, our local PRSA Chapter is using the month of September to focus on ethics with three related opportunities to celebrate Public Relations Ethics.
- The Annual PRSA Orlando/Frank R. Stansberry Ethics Award.
- A professional development workshop that places the PRSA Ethics code and the Society of Professional Journalists' Code of Ethics into play. Panelists from both professions will discuss, debate and work through hypothetical ethical problems ripped from headlines, bylines and Web blogs.
- The Third Thursday monthly program, "Ethics: Have you checked your conscience lately?" presented by award-winning journalist Clarence Jones and Ellyn Jaffee Jones.
I'll see you there.
—Andrea Finger, APR
Public Relations and Media Ethics Workshop
This professional development two-hour workshop will place both the PRSA Ethics Code and the Society of Professional Journalist Code of Ethics into play. Public relations and media professionals will be guided through scenarios which will compel both panelists and workshop participants to make tough choices in applying the code of ethics of their respective professions.
This workshop will be facilitated by Clarence Jones, crisis media consultant and author of Winning With the News Media: A Self-Defense Manual When You're the Story. Panelists will be guided through an ever-changing fact situation using the Socratic method of examining ethical issues as they arise.
Scheduled panelists include:
- John Cutter, senior online editor, Orlando Sentinel Communications
- Marsha Taylor, news director, WDBO Radio
- Tony Pipitone, investigative reporter, WKMG Local 6
- Dan Ward, APR, vice president of strategic communications, Curley & Pynn
- Carolyn Fennell, director of public affairs, Greater Orlando Aviation Authority
- Frank Stansberry, APR, retired professor, University of Central Florida
The first 20 registrants will receive a copy of Winning With the News Media.
Following the workshop, join us for our "Third Thursday" luncheon program where we will present the PRSA Orlando/Frank R. Stansberry Ethics Award. Following the award presentation, Clarence Jones and Ellyn Jaffee Jones will speak on "Ethics: Have you checked your conscience lately?"
Date: Thursday Sept. 21
Time:
- 9:30-11:30 a.m. — ethics workshop
- 11:30-noon — networking
- Noon-1:30 p.m. — luncheon with award presentation and guest speaker
Place: The Citrus Club, 255 S. Orange Ave., 18th Floor, Orlando
Cost:
- Ethics workshop and luncheon: $50 for members, $60 for guests, $40 for students
- Corporate table: $350 for members, $375 for guests
- Ethics workshop only: $35 for members, $45 for guests, $25 for students
- Luncheon only: $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. When you RSVP, please mention if you would like a vegetarian meal.
Cancellations received after Sept. 14 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.
Membership Special
By Mason Moore
If you've been contemplating joining PRSA or know someone who has, there has never been a better time to join. With the new back-to-school special offer, all new and reinstated members (inactive for more than one year) who join from Sept. 1 to Oct. 31 will receive a voucher good for $60 off the cost of one of PRSA National's teleseminars or on-site seminars (not good for Chapter programs or the International Conference). 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 - $50* (optional)
- Total: $290 (including optional Local Chapter dues)
*Membership in your local Chapter is optional, but please be aware that nearly 90 percent of PRSA members currently reap the benefits of Chapter membership.
To join, please click the back-to-school graphic at prsa.org, complete the online application and be sure to indicate Promotion Code: School 2006.
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, visit prsa.org or contact Mason Moore, Vice President of Member Recruitment for the Orlando Chapter, at mmoore@fhbnet.com.
Fall Accreditation Study Sessions Start Today
By Dawn Vaughan
Get started on your way to Accreditation with the fall study sessions beginning today, Sept. 6. As a public relations professional, you have the opportunity to sharpen your craft and distinguish yourself by achieving the Accreditation in Public Relations (APR) credential.
Among the topics will be:
- Review of Accreditation Process
- Review of Knowledge, Skills & Abilities to be tested
- Review of reference texts
- Discussion of Readiness Review and Portfolio
- Examination fee and other costs
- APR candidate's checklist
- Study Session Schedule
WHEN: Wednesday, Sept. 6 at 6 p.m.
WHERE: RW Beck, 1000 Legion Place, Suite 1100, Orlando. The office is on the 11th floor in the old Travelers' building at I-4 and the Ivanhoe Boulevard exit. Click here for a map. There is free parking in a small lot on the west side of the building.
RSVP: dvaughan@floridasbloodcenters.org or (407) 466-0597.
New Members
PRSA Orlando welcomes the following new members:
- Kim Cornett, VP of Communication and Public Relations, Workforce Central Florida
- LaShonda Louallen Eaddy, Internal Communications Coordinator, Florida Hospital
Ten Minutes/Ten Questions
Name: Jamie Floer, APR
Occupation: Public Relations Manager, R. W. Beck, Inc.
PRSA Involvement: Member
Person who has most influenced your life: My grandparents — I know technically that's two people, but it's absolutely true.
Quote to live by: "We must be the change we wish to see in the world" —Mahatma Gandhi
What made you choose PR as a profession: After being a print journalist for nine years, I had specialized in reporting on power utilities and made the change to head the department at my current employer.
Best PR advice you ever received: Never stop being a life-long learner. You'd be foolish to think you know it all and to stagnant in any profession. I am constantly trying to learn about new things and stay ahead of the curve.
Greatest accomplishment: Professionally, I'd have to say attaining my APR. For anyone out there considering it, do it. It has helped my career more than I thought it would. Personally, raising two kitties and being married for 10+ years to my husband, Mark.
Favorite thing to do on the weekend: Sleep in! Everyone who knows me knows that I am rarely up before noon.
Something nobody really knows about you: I'm addicted to my ipod. I thought it would be impossible to get attached to an electronic gadget, but, seriously, I never leave home without it, and I am constantly going online to shop iTunes.
Member News
Heather Kinghorn recently accepted the position as Communications Specialist for Children's Home Society of Florida. Her new e-mail address is heather.kinghorn@chsfl.org.
Quick Start 2006 is only two weeks away!
Quick Start 2006 is just two weeks away! This is a great opportunity to network with other public relations professionals from around the state and to learn more about your leadership role and the role of your colleagues in your PRSA chapter.
There is still time to register for this leadership event, which will begin Friday evening with a networking dinner at the home of former Orlando Chapter president, Geri Evans — a fun and relaxing time and a great chance to get to know each other.
Saturday will be filled with information and presentations from local and national leadership who will help build the tool kit for success for your chapter.
Rooms are still available at the Embassy Suites. While the room block has closed, there are still great deals on rooms there via the internet.
For more information, or to register, contact Lisa Johnson, MBA, APR, at ljohnson@gspgc.org.
Membership Information
Remember to update your membership information through PRSA National. Click here to log in to PRSA's MemberNet and update your information or make sure it's current.
Did you receive your 2006 PRSA Orlando Membership Directory? If you haven't, contact 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.
Recent postings include available positions at:
- Wycliffe Foundation - Orlando
- Bright House Networks - Orlando
- HD Supply - Orlando
- Tucker/Hall Inc. - Tampa
Click below to check it out!
Submissions
To submit stories or ideas for the PRSA newsletter, please contact Communications VP Michelle Lynch.
Past issues
| 
