October 2007

Last Thursday, I attended the PRSA Northeast District Conference. I was on the PR for Web 2.0 panel with Aaron Urmacher from Text 100 and Chip Griffin of Custom Scoop in the afternoon, but decided to fly out the night before and attend the morning sessions.

I was glad I did, if for no other reason than the morning keynote by Dr. Joe Trahan, a former Army public affairs officer who now runs a media training shop. His presentation, "Joint Information Center Operations and Media Relations - Are You Ready for Alligators, Snakes, Crawfish and Network Cameramen?" was highly entertaining and informative.

I also gathered some intel that I thought would be particularly interesting to PR students. Tony D’Angelo, treasurer of national PRSA shared the following stats:

• PR is a high-growth profession, with more than 40,000 new jobs expected by 2014 (Bureau of Labor Statistics)
• PRSA now has 9,000 student members, and student chapters are growing faster than professional chapters

The theme of the conference was relevance — how does PR stay relevant, how can we be relevant with our stories. During the conference I noted something highly relevant for Auburn students and other schools that are devoting significant attention to social media in PR and marketing. And pretty good news for your ability to compete for those 40,000 jobs.

Beyond the small world of social media-oriented PR agencies and practitioners, where we all know and read each other…

Beyond the big agencies, with their islands in Second Life and me2Revolutions…

Out in the real world, at agencies and companies small medium and large, there is interest in blogging and social media. But not a lot of knowledge.

And that, my friends, is your opportunity.

Carpe diem.

Tags: PRSA Northeast

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I would have made a great hippie if I’d been out of pre-school in the 1960s. I did march against nuclear power in a 300,000 protest in Washington DC one year. I might have been 15 years old but I was fervent with the cause. By then we were all trading our ideals for power suits and getting ready for the Miami Vice look of the 1980s.

The times may have changed but the credo hasn’t altered. Question authority.

It’s a great way to approach public relations. The worst counselors I’ve seen walk into a CEO’s office and ask her (or him) what they want to say. The best come in prepared with on-point recommendations. If you swallow the line the leaders give you then you lose efficacy. You must question and prod and probe. If you don’t your audience will - and that will make your leadership team look stupid.

Of course you need to meld your antidisestablishmentarianistic tendencies with common courtesy - but then Southerners are known for their politesse (download etiquette tips below from Borat - pure class?).

And know which hills are worth dying for - and which battles you’re willing to lose for the sake of the greater campaign. Don’t be a stubborn cuss - but don’t be a patsy either.

In time it’ll come naturally. But until then do your own research and form your own opinions. And question authority.

Peace, man.

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