In around 5 minutes, President Obama will deliver the 2012 State of the Union address to Congress.  This kind of thing happens every year, you know.  But these days, I think it’s more appropriate to call it the “State of Confusion” address.

Not that I’m picking on the President or any particular member of Congress.  Given the challenging times we face today — and will for perhaps generations to come — there’s a lot of blame to spread around.

The big question:  How did this nation, without argument the most dynamic, prosperous and progressive on earth, trip, stumble and fall?

It’s because we’re confused.

We’re confused about what got us into this mess.  At least, that’s what I read and hear from the leaders of both major political parties: “It’s because of the (fill in the blank, which ever party you don’t like).”

“Bipartisanship?”  I don’t think so, although I did read that Democrats and Republicans will in essence have a “date night” at tonight’s address by sitting next to each other when the President delivers his address.  A nice gesture, but hopefully they can sit next to each other at the negotiation table and compromise on legislation that brings the United States back on track.

So, how should lawmakers address the confusion?  Here’s a few thoughts:

• Engage in dialogue.  Look up the word if you’re not sure what it means.
• Be open and transparent.  Hey, it’s what drives effective public relations, should work in Congress.
• Set realistic, measurable goals.  It took a long time for the nation to fall into this mess. It will take a long time to get back on course
• And, above all: Put the values of the American people — not the 100 Senators and 435 Congressmen or their lobbyists and special interest groups — at the forefront. We’re the ones who elected you.

What else should we do to end the confusion?  Share your thoughts.

Or, listen to the address live from this site hosted by the New York Times.   I’m taking a break for dinner.

The above arguably is the longest title for a blog from a communicator ever written. Well, at least by The PRDude.

It was inspired by an invoice we received last week from the Chicago Tribune for seven-day-per-week home delivery of the newspaper to the front door of our Chicago home.   The invoice  of $97.50 covered home delivery of the Trib through mid April.

We had the option to pay for home delivery through July of this year, or even through the second week of 2013 — and the second week of 2014!  But we’ll stick with the quarterly rate, which was a bit higher than in the past.

Will the Trib — at least the version we now receive, with sound reporting, commentary, features and The Jumble puzzle  — be around past 2014?  I’m sure it will, because people like me need, make that demand, a daily broadsheet or tabloid print publication.

We demand it because:

• We were raised on newspapers, the source of serious news for us, our parents and their parents.
• We like the whole process of unfolding a broadsheet and snapping it to the page we want to read.
• We like the feel of newsprint, fragile paper that’s designed to be tossed in the trash after its value is consumed by the reader.
• We’re loyal to our hometown and in turn, institutions like newspapers.

Loyal followers on this blog recall that The PRDude began his career as a hard news wire service reporter before transitioning into public relations a few decades ago.  In the late 1970s, reporters for the Tribune, Chicago Sun-Times and the long-gone Chicago Daily News were heroes to guys like me, those of us who typed our stories on manual typewriters.  They were newspapermen (and newspaperwomen, of course.)  They reported and covered the news and we read about it the next morning or afternoon.

Aside from some columnists, a few beat writers and sports reporters, all of the Tribune and Sun-Times reporters I worked with and pitched stories to are gone, corporate casualties.  Most have left the business; the fortunate have found other careers (like public relations perhaps?) or teach.  I’m told “newspaper” reporters now write online content first in most cases, which is okay because that’s the direction mass communications has taken and that’s the direction it will follow.

Only a luddite would disagree.

Like all print mediums, the Tribune and to a great extent, the Sun-Times, are struggling to remain relevant, and of course, in business.  Last summer, the Trib launched an expanded print edition that offers home delivery readers more news, features and commentary.

The Tribune says us home delivery readers get an “an additional 40 pages of weekly coverage.” My only complaint is that I just don’t have the time to read all the new stuff; but I try.

I start my weekdays reading a newspaper, the Tribune, while riding a CTA el train. Usually, I’m the only person reading a newspaper.  I end my day working on the Jumble with Susan; she usually unscrambles the words faster than me.

As long as someone prints a newspaper, I’ll continue this practice. What about you? Do you subscribe to and/or read a print newspaper?

“Volunteer” is one of those cool words that can be used three ways: Noun, verb and adjective.   And, of course, we all know the definition of the word.

In practice, being a volunteer is a very positive thing to do.  It’s beneficial to offer uncompensated service for activities, causes and events that have personal meaning.   There’s definite “feel good” value to giving precious time, resources and energies.

As a volunteer (the noun form of the word), I’ve received as much as I’ve given.  As 2012 unfolds, I can reflect back on six years spent as a member of the Universal Accreditation Board (UAB), the body that grants and administers the Accreditation in Public Relations (APR) credential, which I proudly hold.  It was a tremendous opportunity to learn from some outstanding public relations professionals and build friendships — all while volunteering (the verb form of the word).

The Accreditation in Public Relations credential is the hallmark of individual excellence.

The past few years, I chaired or co-chaired the UAB Marketing Communications work group.  I led efforts to build awareness for the Accreditation program, promote acceptance of the credential in public relations and engage practitioners to pursue and earn the APR.  Our group developed a sound plan with realistic goals and objectives.  I was proud of what we accomplished.

When my second three-year term on the UAB ended, I needed to turn my volunteer (the adjective form of the word) efforts elsewhere. This year, I’ll stay close to home and contribute what I can to PRSA Chicago.  My role will be to serve on the Accreditation Committee; our goal will be the build the number of Accredited members in what is the fourth largest chapter within the Public Relations Society of America.

Yesterday, the chapter held a very lively and encouraging kick off indoctrination meeting. There were more than 20 colleagues — some I knew and have worked with, others new to me — in attendance.  The agenda addressed the great strides made in terms of revenue, events and membership growth and retention in 2011, future activities from the Young Professionals Network and the reinstatement of an Advocacy Committee.  We talked about plans for a PRSA Midwest Regional conference in July, and the annual Skyline Awards slated for early June.

There was spirited debate over mainstay kind of program and activities, and equally spirited debate about new stuff. That energized me.

It’s imperative that PRSA Chicago — or just about any volunteer body or for-profit company for that matter — stay the course on programs and initiatives that have worked before, but be ready to wipe the slate clean and be open to change and a different direction.

Collectively, the volunteer public relations professionals who are charged with guiding PRSA Chicago through 2012 have an open blueprint to craft another successful 12 months.  Based on the enthusiasm displayed at the kick off meeting and willingness to reinvent itself, I think the Chapter is poised to thrive in the year ahead.

Are you a member of a PRSA Chapter or another communications organization?  What’s your forecast for 2012?

This time of year, it’s easy to get caught up in the “Top 10…” or even “Ten Worst…” kind of madness that gets published online and in print, and aired on television and radio. Pundits, critics and yes, bloggers, find it essential at year-end to rank and ultimately file what’s perceived as important.

And, of course, regular folks just make New Year’s resolutions, which can be a good thing, providing they last before the next mortgage payment is due.

Regular readers of The PRDude know that I prefer the proverbial path less taken.  Hey, it’s more fun that way.  So rather than produce a dispatch on “Top 10 Public Relations Horror Stories” or some such nonsense, I’m ending 2011 with one of my many “Random Thoughts” posts.

NOTE: If you want to read what some self-proclaimed “experts” maintain are the biggest “bad” PR stories of the year, read this post from PR Newser. You’ll have enough to read well into 2012.

The PRDude Goes Intercontinental.  The nice folks at WordPress just sent me a cool report that provides analytics for my blog. (I recall reading some blog where the author asked for “buzz words” that need to be retired, and “analytics” was listed. Don’t get me started.)  Along with some of the expected stuff, I learned this: I have followers on every continent!  Well, not Antarctica.  But one person in Kenya reads my blog!  Those naysayers to the value behind and potential of online communications take notice:  Blogging is only going to be more prevalent, more relevant and more essential in the future.

This Ain’t Your Father’s Public Relations Anymore. For years, those of us in the industry have recognized the need to educate our clients, members of the media, the publics we try to influence and ourselves about the dynamic change in the way we practice public relations.  I think it’s often called a “paradigm shift.”  I just call it an entire new way to reach audiences and engage in dialogue.  In fact, the Public Relations Society of America, of which I’m a proud member, has launched an initiative to craft a new definition for “public relations.”  Hey, what’s yours?

What You Can Expect in 2012. One of the statistics revealed in my 2011 summary was a bit disturbing: The PRDude only published 30 posts all year.  What I hope to accomplish in 2012 is to publish a post weekly.  And, one strategy I’ll employ is to write shorter posts on a specific subject.  (So long my “Random Thoughts.”)  I’ve read good blogs should be in the 300 to 500 word range.  I must admit I’ve posted dissertations that have approached 1,000 words.

It’s time for Susan and I to head out for a nice New Year’s Eve dinner.  So, I’ll end this post with this thought:  Express yourself.  Share your thoughts and ideas. Communicate what you like and don’t like. We now have the tools to instantly exchange information that may make a positive impact on this world.  Make 2012 the year you commit to communicating.

Your thoughts are most welcomed.

This time of year is a great time for lots of things. Most people relish the holidays for the opportunity to visit with family and friends. Others revel in the pageantry. And, of course, there are those who like to give an receive.

Me, I like the opportunity to reflect on the year that unfolded and what made it memorable, different or poignant.

As a student at Illinois State University, I recall attending a presentation by iconic author Truman Capote. This true man of letters was diminutive, as you may know, but a giant when putting words on paper.  Mr. Capote read a delightful Christmas themed short story, “A Christmas Memory,” then answered questions.  I recall he was very, very engaging.  And, I recall he did not have anything pleasant to say about Gore Vidal.

Here’s one Christmas memory that will resonate with me forever.  It took place way back in 1978.  For those unfamiliar with that time in history, there were no computers.  I worked as a reporter for the City News Bureau of Chicago, a place I’ve blogged about before.

That Christmas I was fortunate enough to have been “promoted” to the day shift after 12 months working overnights, which is not something I would trust on anyone, aside perhaps those celluloid vampires that apparently are well en vogue these days.

Back to the story at hand.  My assignment on Christmas Day 1978 was to visit the Salvation Army facility just west of downtown Chicago to do a feature piece on those who had no place to go for a Christmas meal.  The Salvation Army was their only option.

Here’s what I remember.  The facility, located on Ashland Avenue at Adams Street, was clean, bright and inviting.  I walked into a large room and was greeted by a Salvation Army “officer” type of guy in uniform and a stunning woman who was volunteering that day. I told them the purpose of my visit, and they welcomed me to stay for a meal and speak to those unfortunate souls who had no place else to go.

The woman said she was new to Chicago and wanted to do something positive for those in need. As someone who spent every previous Christmas with family, I admired this lady for her generosity.

I spent the next hour speaking with a red-faced man named John and a native American named Fabian Bennet, who later took a turn at a piano in the room and impressed me with his ability to play ragtime music from memory.  And, I stood in line, took a paper plate and plastic utensils and enjoyed turkey, dressing and vegetables.  I recall the food was pretty good.

Normally, I would be having Christmas dinner with my family.  This year, I dined with what used to be called “bums.”  That Christmas Day, in that brightly lit room, everyone had dignity. Everyone was part of an informal family. No one was a bum.

It was a very cold Christmas Day that year, and the desk sent me to cover a fire nearby before I could write the Salvation Army piece. Fortunately, no one was injured in the blaze, and I had the good fortune of spending some time in a mobile unit sent by the Red Cross, a place where firemen — and cold reporters — could get some warmth. I called in details of the fire from a pay phone, giving a rewrite guy the information he needed to file the story before it went over the wire.

Back at the City News office at 188 West Randolph Street, I filed my story.  I recall the lead was something like this: “They filtered into the West Side facility cold, hungry and a bit disillusioned about Christmas. They left warm, well fed and with a gift under their arm.  They were the poor and downtrodden of Chicago who spent Christmas at the Salvation Army.”

My editor applauded my work, and I was pretty proud of it.  I wrote it on a manual typewriter, which is what we used back then before there were computers.  The memories of that Christmas Day in 1979 spent with those who had a lot less than me were conveyed into one of the best stories I ever filed.

If you have a Christmas memory to share, please do so.  If not, have a Merry Christmas from the PRDude.

The tourism board for our neighbors to the north had a slogan that really resonated with me, especially this time of year, with the madness of holiday cheer and crass commercialism at its zenith.  It beckoned me to “Escape to Wisconsin.”

So that’s what I did this weekend:  Packed up the Camry, drove north and spent two nights just over the border from Illinois, but worlds away from a mindset perspective.  Besides, I had vacation days to use up and didn’t want to just hang around the house.

Wisconsin has been in the national spotlight lately with the efforts underway to recall Gov. Scott Walker, and the Governor’s push to reduce the power of unions.  The PRDude addressed the latter in this February post.  But despite its new-found national prominence, Wisconsin remains for me a pretty cool place to visit, especially with the crowds gone, the roads empty and the air fresh and crisp.

My Wisconsin sojourn is illustrated by the images that follow.  But let me share a few thoughts about the Dairy State:

Me and Wisconsin.  We go back a long way. To the beginning, in fact. Family legend has it this way: My late uncle Eddie (who I’m named after) and aunt Helen (a truly wonderful person) ran a small resort on Silver Lake, a quiet little town an hour-plus from Chicago. My older brothers would spend parts of the summer at the resort, Happy Bill’s it was called, when my parents announced they were bringing up a surprise.  They thought it would  be a new bicycle. It was me.

Wisconsin Bars.  The center of any small Wisconsin town is the local tavern. Or, make that taverns.  There must be some kind of law that requires a specific number of bars per hundred or so persons.  The good ones have not jumped on the microbrew bandwagon just yet, and brands like Old Style and that western transplant Coors are all you can get.  There’s usually a few musky, walleye or Northern pike on the walls, a 10-point buck above the door and lots of knotty pine.  I stopped at one in New Munster for an Old Style.  I felt at ease.  The Packer game was on TV, but they were losing.  But there was conversation, and the patrons made this F.I.B (expletive Illinois Bastard) feel welcomed.

The Natural State.  My home state has some nice lakes, rivers, streams, woods and prairies.  But there’s something more “exotic” about the natural stuff in Wisconsin.  I spent time hiking along the Fox River and ended the day watching the sun set over Geneva Lake, a clear, deep lake that’s home to members of the Wrigley family, other billionaires, millionaires and even some common folk. They all can take in the same natural splendor that I remember from decades ago.  Things change in Wisconsin, but a lot of what nature provides stays the same.

Now, on to the show:

Horses in the barn of my friends Tom and Mary Jane at their home in Union Grove.

My friend Tom in the driveway of his home.

"There is beauty in the sliver, singing river..." Bob Dylan.

St. Alphonses Catholic Church in New Munster, Wisconsin.

The corner of Main Street and Wrigley Drive in downtown Lake Geneva.

One of the grand homes overlooking Geneva Lake.

This view was taken along the hiking trail that rims Geneva Lake.

All dressed up for the holidays was this former mansion, now a hotel and restaurant.

Do you have any “Wisconsin memories” to share?  Have you “escaped” someplace this holiday season? Let’s start a dialogue.

Those of us who take public relations seriously have a great respect for the written word and the work we do.  Print and online communications is all about using words effectively; and, serious public relations professionals have great respect for the communications business and those who work in the business.

Today, I continue with what more than likely will be an infrequent post on stuff I’d like to see gone from our vocabulary, popular culture and the industry.  The 0nline community is filled with bloggers and commentators begging for contributions to “buzz words we’d like to see die” polls and other such nonsense.

The PRDude don’t need no stinkin’ poll.  Or no stinkin’ badges, for that matter.  He’d like to see the following just go away.

Stop the Debasement of “Vegetables.”  Here, I don’t mean the edible plants that grow in the ground and end up (although not often enough for some) on dinner tables.  I’m referring the awful bastardization of the word — “veggies.”  Why did this happen?  When did it become appropriate to use “veggies”  indiscriminately?  And, what can we do to reverse the course back to the fine word called “vegetables?”   The nice folks at Wikipedia offer this on the etymology of the word:

“”Vegetable” comes from the Latin vegetabilis (animated) and from vegetare (enliven), which is derived from vegetus (active), in reference to the process of a plant growing.”   That’s all I need to keep supporting the proper name for many edible things that end up on my plate a few times a day.

Would you refer to this as a "bunch of carroties?"

This nice ear of corn is a "vegetable!"

J-Lo, A-Rod, E-Nuff.  Call me an old fuddy-duddy.  I’ve been called worse.  But the time is now to put a halt to the abbreviation of names given to some celebrities.  Perhaps it’s an integral part of the hip-hop culture; and, many corporations — banks and other financial institutions come to mind — use abbreviations all the time.

But someone, please tell me where this policy got started and who determines which celebrity gets to have the initial-hyphen-shortend last name moniker.  And, if there’s a policy for singers and athletes, is there one for plumbers and grocery clerks?

This man's name is Alex Rodriquez. He plays for the New York Yankees and hits a lot of home runs.

This gorgeous woman is named Jennifer Lopez. She has acted in several films, sells lots of records and now is featured in a TV commercial for Fiat autos.

Man of God or Man of  Marketing?  One relatively new development in communications today is the word of mouth marketing movement.  It’s basically getting people who like your product, service, cause or organization to tell others to like it.  It’s fueled through social media, and there’s even an association based here in my home town of Chicago, the Word of Mouth Marketing Association, that does a tremendous job of promoting the practice of ethical word of mouth marketing.

Now to the issue: Some who take on these tasks have been given the title of “brand evangelist.”  Really? Do they shout fire and brimstone from the pulpit while thumping on an iPad?  Do they hold divinity or some related degree along with schooling in one of the communications disciplines?  Will they put “Brand Evangelist” on their resume when it’s time to find a new job?

St. Luke was one of the first evangelists. He looks pretty serious in this painting.

This man is a modern evangelist. Note the microphone.

Do you have “time capsule” ideas?  Share them with me and others.

Three topics perked my interest recently, prompting me to spend part of this early December Saturday afternoon here, preparing to add more thoughts to the blogosphere.  In this quiet time before the dinner hour, I will offer insight on the economy, an international movement rooted in the First Amendment and public relations.  (I am the PR Dude after all.)

When I’m done, please feel free to offer replies to any or all. As Ed Schultz, host of the CNBC news show The Ed Show  says after his intro, “Let’s get to work.”

1. Another Meaning Behind Latest Job News.  Yesterday, the U.S. Department of Labor reported that the national unemployment rate dipped to 8.6% from 9.0%.  The White House claimed a victory, and economists maintain this is a small — but positive — step forward for the economy and nation.  On the other side of the aisle, however, Republicans and conservatives clamored the numbers weren’t good enough.Long time followers of The PRDude may recall I launched this blog after my position of nearly 12 years was eliminated due to declining funds at the association where I worked. I was a statistic.  I was part of the “9.0%” or whatever the number was in September of 2009.  During my search for the great position I now hold, any positive news on the job front was welcomed. It gave me — and assuredly many others — that extra impetus to keep charging ahead.  I think this news is tremendous, and I hope all lawmakers in Washington will put partisan views aside on this issue.  Wonder what their perspectives would be like if they were part of the unemployment statistics?
2. OWS Has Truly Gone Main Street.  Unconvinced about the validity, legitimacy, power, value or purpose of the Occupy Wall Street movement? Try this: Do a Google search of “OWS.”  The OWS website will lead the list of the estimated 37 million search engine results. I know a few things about search engine optimization, which has to do with something called algorithms.  (Hey, I’m a blogger who publishes this nice blog thanks to the folks here at Word Press; not a technician by any means.) That’s pretty impressive for a “movement” without any real central leader or major sources of funding. Regardless of your perspective on the Occupy (fill in the blank) developments here and abroad, it ain’t going away.  Personally, I’ve interacted frequently with those who are occupying my home city of Chicago. The “occupiers” hold court on LaSalle Street at Jackson Boulevard, right across from the Federal Reserve Bank.  (If you’ve seen the most recent Batman movie, you know the intersection.) Here are a few images:

The Occupy folks set up their own commissary. And, they keep the area litter free.

A variety of cylindrical objects are used as drums.

The Occupiers include the expected (Gen X-Y-Zers) and the unexpected (60-something ladies who reportedly bring homemade cookies daily.)

Hand made signs help deliver the message in this digital age.

3.  Dialogue! Public Relations Today Requires Dialogue!  Like many of those reading this, I’m a strong proponent of LinkedIn.  I check my profile regularly and enjoy keeping up to date on what my contacts are doing. Occasionally, I’ll post an item and send it to all contacts and selected groups.  That’s what happened yesterday after I read this piece that originally was published in the Media Daily News.

The article focuses on small PR firms getting bought by big ones; but this comment is what prompted me to broadcast the piece:  “Miles Nadal, CEO of MDC Parnters, said that PR is becoming increasingly vital to the marketing communications mix. While the discipline once focused on getting reporters to say good things about clients, today, he added:  ‘PR is about managing a dialogue — customers, businesses, and influencers discussing the merits of a product, the economics of a big company initiative, or why a company failed in some way, all on the same platform with equal voices.’”

Bravo Miles!  Yes, good readers:  Effective public relations today demands dialogue to help nurture the relationships that help reach established goals.  Mr. Nadal’s final thought — “same platform with equal voices” — is another way of saying “transparency” and “open communications,” aspects of public relations this proud APR lives by.

So, it’s dinner time. When you’re done with dinner — or whatever — let me know your feelings on these three thoughts from a Saturday evening in December.

]]> http://prdude.wordpress.com/2011/12/04/three-thoughts-on-a-saturday-afternoon-in-december/feed/ 0 prdude OWS 1 OWS 3 OWS 2 OWS 4 http://prdude.wordpress.com/2011/11/22/reflections-on-food-and-tv-chefs-this-thanksgiving-week/ http://prdude.wordpress.com/2011/11/22/reflections-on-food-and-tv-chefs-this-thanksgiving-week/#comments Tue, 22 Nov 2011 02:56:12 +0000 Edward M. Bury, APR http://prdude.wordpress.com/?p=540 ]]> By Edward M. Bury, APR, aka The PRDude

As chronicled in this post last August, The PRDude likes food.  Well, really, who doesn’t?  And, for a while in the late 1980s, I held the position of vice president for a boutique Chicago public relations firm that specialized in restaurants.  (As you could imagine, there were great fringe benefits: Lots of great lunches and dinners cooked by leading chefs.)  I managed campaigns designed to build awareness for new restaurants and campaigns designed to drive patrons to revisit existing restaurants.

This was an era when the term “celebrity chef” was still not quite part of our lexicon or popular culture.  What’s more, the phrase “foodie” was still not coined.

Today, of course, a growing segment of the population is obsessed with all things food, a development that launched an entire TV network devoted to food, competitive food programs and the rise of the so-called celebrity chef.  There even are programs where the host eats bugs and other odd stuff and one where a man “challenges” food — to see if he could consume more than should be humanly possible in a single sitting.

Let’s recognize that the networks air programs where — gasp! — a chef gives instructions on how to cook.  You know, a show that offers recipes, technique and insight on ingredients and nutrition.  A few decades back, there were programs like this, and they featured passionate cooks who taught you how to prepare and love food, but without the preponderance of F-bombs, kitchen tantrums and shoulder-to-wrist tattoos.

Two of my favorites:

1.  Jeff Smith, who cooked as “The Frugal Gourmet.”

Jeff Smith, The Frugal Gourmet

2.  Keith Floyd, who hosted “Floyd on Food.”

Both men have passed on to that Big Kitchen in the Sky.  Both, I think, would have hung up their aprons after watching some of the potty-mouthed, tough guy, renegade prince and princesses that populate “Top Chef,” “Hell’s Kitchen” and some of the other popular programs aired today.

Smith, a cordial, bespectacled ordained minister, had a gentle way of educating the viewer on how to prepare simple dishes made in his TV kitchen at WTTW studios in Chicago.  His mantra: “Frugal does not mean cheap. It means you use everything.” Watch this video on his recipe for preparing peas and egg soup to get an idea of what the Frug was all about.

Keith Floyd, Floyd on Food.

From the opposite end of the menu we have Floyd, a brash Englishman who cooked in kitchens in Briton and on the continent, as well as on the galley of a fishing boat.  Floyd’s mantra:  “Let’s let that cook while I take time for a little slurp,” a reference to his practice of cooking with a nice glass of red wine nearby.  Here, Floyd offers some thoughts on cooking meat.

Both men were entertaining, informative and captivating.  I learned how to cook and cultivated a liking for different kinds of food by watching their programs.  With many of today’s food-related shows, I only learn that chefs like to swear a lot.

This Thursday, those of us who are fortunate will join family and friends for Thanksgiving, a true American holiday, one dominated by food.  I’ll join family for what I’m sure will be a wonderful afternoon of conversation, wine, and of course — food.  I plan to make soup from the turkey carcass, as I have the past several years.

Rest assured: I’d rather have Jeff Smith or Keith Floyd in the kitchen next to me than any of the “celebrities” who call themselves chefs today.  Swearing is not an ingredient that adds much to the flavor of your dish.

Your turn: Wh0′s your favorite TV chef?

Professional workshops and seminars are great opportunities to learn and advance — but only if you apply yourself and get something out of them.  The public relations profession, of course, continues to evolve and more than likely will do so for a long time.

That’s why I was thrilled and honored to be invited to serve on a panel last Thursday as part of a one-day program called “The Business of Association Publishing.”  It was hosted by the nice people at Association Media and Publishing, a Washington, D.C. area organization that serves the publishing needs of those of us who work in the association management business.

(In case you forgot or are a first-time visitor to The PRDude’s blog, I pay the mortgage, put food on the table and treat myself to good beer once in a while as Director of Marketing & Communications for a real estate association here in Chicago.  I know, enjoy and appreciate the value of associations.  And, I’m a proud member of one myself: The Public Relations Society of America. )

The topic for our panel was: “Social Media for Associations: How To Engage Your Members Using the Latest Technologies.”  “Social media!  I could talk about that,” I said to myself after I received the invitation.  “And, I actually could provide something of value.”

The PRDude After the Panel Discussion.

But what to focus on?  Well, how about blogging?  Along with this blog, I’m administrator and contributor to our organization’s blog, which launched this June.

My co-presenters were two outstanding professionals who deliver tremendous insight from within their respective organizations and areas of expertise.

• Jean Lynch, Director of Communications and Marketing for the American Association of Medical Assistants, offered some keen insight into how the AAMA strategically incorporated Facebook into its marketing and communications programs with solid, measurable results.
• And, Andy Steggles, COO and social strategist, Higher Logic (a mobile software company for associations and  nonprofits) delved into  how to leverage mobile (like apps and QR codes)  to drive engagement in traditional media and enhance programmatic offerings and benefits.

And, now the takeaways.  I learned a lot, of course, from my two colleagues and their presentations, and through questions from those in attendance.  But as a public relations and business communicator who works in association management, I came away with the following additional insight:

1.  One Size Does Not Fit All. Associations are local and regional, national and international.  They cover every imaginable industry and then some. The social media strategy for Association A will not — and should not — be translate to Association B.   Like the for-profit sector, associations should craft and incorporate a social media strategy that will help them reach realistic, measurable goals.

2.  Miles and Miles to Go.  This is a somewhat unsubstantiated observation, but I believe the majority of associations — perhaps a large majority of them — have yet to fully understand the value of social media and wrap both arms around it.   Why? Perhaps it’s time, dollars,  a reluctance from leadership or all of these and other factors.  Perhaps it’s the nature of the beast:  Some associations are driven by members who won’t embrace change, or social media for that matter.

Do you have thoughts to share on the use of social media as part of an overall association communications strategy?  Do you have a good case history to share?  Please let me know.