April is APR Month, So What Should I Do?

By Edward M. Bury, APR (aka The PRDude)

Certainly, it’s appropriate that April is APR Month. After all, April is a time of awakening, a time to invigorate, a time to take on new personal challenges — an ideal time to showcase the leading public relations voluntary mark of distinction.

(From another perspective, as a student of English literature — and with no disrespect to T.S. Eliot — I never accepted the claim that April is the cruelest month.)

The message here is one I wholeheartedly support.

Back to APR Month, the 30 days when an emphasis is placed on the value behind the Accredited in Public Relations credential. Loyal followers of the PRDude blog certainly are aware of my dedication to Accreditation and the impact its made on my practice of public relations.

As noted in this post from February, I’ve had the honor to get elected again to the Board of the PRSA Chicago Chapter as APR Chair. The challenge: Re-energize APR initiatives within the chapter by:

1) Building awareness for the importance of earning the credential.

2) Launching a structured training program later this year.

To gain insight, I participated in a conference call hosted by PRSA last month. APR chairs from various chapters shared thoughts on programs and initiatives underway. Here’s what I learned.

  • Word of mouth, blogs, and regular testimonials are invaluable.
  • Mentoring programs for APR candidates keep them engaged.
  • Cash scholarships are great incentives.
  • Generate acceptance for the credential by reaching out to top 50 employers.
  • Contact the local SHRM chapter and suggest they recommend “APR preferred” on help wanted notices.
  • Engage current APRs to contribute and point out that they can earn maintenance points through volunteer and leadership efforts.

Without question, very solid and rational ideas and directives.

So, now it’s your turn: What suggestions do you have to help PRSA Chicago jump start the APR program?

I welcome responses throughout April and the months to follow.

Inspired by St. Patrick’s Day: A Perspective on the Irish Academy of Public Relations

By Edward M. Bury, APR (aka The PRDude)

On this day before the “official” St. Patrick’s Day — that is March 17 — much of the nation, including Chicago, equates the holiday to all the things one would expect: Parades, lots of people wearing green, performances by Celtic step dance troupes, and of course, consuming malt beverages at pubs with Irish-sounding names, as well as at those without.

Here in Chicago, the popular downtown parade is always held the Saturday before the real St. Patrick’s Day, and the one held March 11 drew thousands along the route in Grant Park; and, yes, the City poured green dye into the Chicago River to turn an already greenish body of water emerald.

Logo courtesy of Irish Academy of Public Relations web site.

But I’m re-purposing St. Patrick’s Day for another reason; and it doesn’t involve anything green. I’m inspired by the holiday to learn more about something else that comes from Ireland.

The Irish Academy of Public Relations is a company based in — you guessed it: Dublin, but there’s a New York office, too — that offers online courses in public relations, media, events planning and broadcasting.

For the past few years, I’ve received email messages promoting the various diploma and certificate program

“Green River” image courtesy of Choose Chicago web site.

s and other courses. So, in the spirit of St. Patrick’s Day, I decided to investigate a little further. Of course, the Diploma in Public Relations was of most interest.  It’s comprised of 11 modules on topics like the history of public relations, drafting “press and media releases,” managing events and sponsorship opportunities, working with photographers and more. There’s even a module on crisis management.

Based on just a cursory evaluation of the Academy and the Diploma program, I must conclude that this kind of education has some merit and value today. (Hey, the IAPR must be doing something right because they’ve been in existence for 24 years.)

If the folks at IAPR read this, I strongly suggest that the PR course be expanded to include modules on digital communications, ethics and the business aspect of public relations; but overall the knowledge shared here is fundamentally sound.

Given how public relations is so often misaligned and misunderstood in society today, perhaps certificate programs can provide the first step toward a university course of study and eventually programs like the Accredited in Public Relations (APR) credential.

(Yes, I’m guilty of shameless, self-absorbed promotion of Accreditation. So what: It’s my blog.)

What’s your perspective on programs like the one just referenced? Share your thoughts here, or let me know if you want to meet at an Irish pub and discuss over a beer.

Happy St. Patrick’s Day.

* * *

Footnote: Back in 2012, the PRDude offered some other thoughts inspired by St. Patrick’s Day.

I’m Back! (Well, Sort Of)

By Edward M. Bury, APR (aka The PRDude)

On December 8 of last year, I had the privilege of attending the Senior Leaders reception hosted by PRSA Chicago.  (Hard to fathom that I’m a “senior” anything, but I trust the term is accurate.)

The annual event provides an opportunity to shine the spotlight on a local public relations professional who made a significant, positive and measurable impact on the profession through her or his work and within the community.

Michael Jordan I'm BackThe 2016 honoree was John LaSage, who for decades distinguished himself through his work at the Chicago office of Burson Marsteller. Read details on the reception in this report on the Chapter website.

During his outstanding comments, Mr. LaSage recalled momentous occurrences from his career, including one that basketball fans from Chicago and across the world will long remember: Michael Jordan’s return to the Chicago Bulls in March of 1995, some two years after the icon “retired” following three consecutive NBA championship seasons.

I recall Mr. LaSage recounting his participation in crafting the announcement. If memory serves correctly, a “formal” news release was prepared, but apparently Mr. Jordan opted for a message simple, compelling and memorable:

“I’m Back.”

Well, to borrow the phrase above, I’m back, too.

Specifically, I’ve been elected to the Board of Directors of PRSA Chicago, where I served for some 10 years.  My responsibility: Re-energize the Accredited in Public Relations (APR) program within the Chapter.

First, let me stipulate that my return to the Board does in no way equate with Michael Jordan’s return to the Chicago Bulls.  (And, not to sound snarky, but they should could use him this season.)  After all, Jordan-led teams won three more NBA championships.

My goals for 2017 are more modest:

  • Establish a viable program to nurture local public relations professionals through the APR process.
  • Nurture three or four colleagues on to earning Accreditation by early 2018, or sooner.

Some primary research revealed the vast majority of those earning Accreditation in recent years come from associations, healthcare, governmental organizations and the corporate world. Very few, if any, are from big agencies.

This was the same trend when I served on the Universal Accreditation Board from 2006-11.  So while our supportive efforts will be open to all, history has shown that we may not gain candidates from the marquee PR shops.

That’s okay. Because as noted, I’m back and ready to help anyone up to the Accreditation challenge.

 

 

What to Get for the Public Relations Professional This Holiday Season

By Edward M. Bury, APR (aka The PRDude)

These days, there’s many options to find that perfect gift for everyone on your holiday shopping list.

No doubt that some PR professionals have mustaches and imbibe in spirits. But the Whisker Dam may not be the right gift this holiday season.

No doubt that some PR professionals have mustaches and imbibe in spirits. But the Whisker Dam may not be the right gift this holiday season.

For example, the Redeye tabloid published here in Chicago recently featured a Holiday Gift Guide that included:

  • Handmade copper mustache guard: As described, this so-called Whisker Dam “fits over a pint glass, highball or mug to keep facial hair dry.” Since I no longer have a mustache, it’s not an item I expect to find under the Christmas tree this year.
  • LuMee case: A lighting device for your cell phone to “help your selfie-loving friend make like a Kardashian.” Well, my utilitarian Samsung Avant works just fine as is and I don’t know what it means to “make like a Kardashian,” nor do I care to learn.
  • Mobil Foodie Survival Kit: What gourmand wouldn’t love “this stack of 13 portable spices including sea salt, cayenne, curry and dill.” Personally, I prefer to have the chef season my meal when dining out.

But this blog is about public relations (well, most of the time) and I maintain that public relations professionals are perhaps better suited to more practical stuff, especially in these times of “false news” reports that lead to bad stuff happening to innocent people.

So in the spirit of giving, the PRDude offers these directives to fellow communicators. Think of the following as “holiday gifts” of sort.

Commitment. Stay committed to the public relations profession and make that known to the world. Proactively share accomplishments to demonstrate the value public relations has in today’s increasingly complex world.

Inspire. Help nurture the next generation of communicators by adhering to the highest standards of professionalism and conduct, like those noted in the PRSA Code of Ethics. Volunteer to serve on a PRSA or other industry organization.

Contest. Challenge and call out instances where the profession is bashed, demeaned unnecessarily or misinterpreted. Need an example? Here’s one: Make it clear that terrorist organizations practice propaganda, not public relations, in their communications.

Believe. Well, in Santa Claus, of course. But believe in the power of public relations to help contribute to the national dialogue, build relationships and improve society through honest, effective communications.

Hope these prove valuable “holiday gifts.”

If not, perhaps that Whisker Dam ain’t such a bad gift after all.

 

 

 

On This Last Day of April, Thoughts on Participation on the Universal Accreditation Board

By Edward M. Bury, APR (aka The PRDude)

Cold, bleak and rainy here in Chicago, this last day of April. Perfect conditions to take on lots of productive tasks indoors, like publishing a post.

But what topic?

Ah, April is Accreditation month, the 30 days when many in the profession charge forward to promote the value behind the Accredited in Public Relations (APR) credential.

Well, The PRDude has commented on Accreditation quite extensively, including in past Aprils, as noted in this post from April of 2014.

tactics_large_bannerAnd, I had an article published in PRSA Tactics in April of 2010 on APR mentoring best practices from Public Relations Society of America (PRSA) chapters around the nation.

But, this space hasn’t shared enough thoughts on the board that administers, markets and confers the APR, the APR+M for military public affairs officers and the new Certificate for Principles in Public Relations for college graduates.

I’m referring to the Universal Accreditation Board (UAB), the appointed body of Accredited members from eight public relations organizations, including PRSA, of which I’m a member.

Source: The Universal Accreditation Board web site.

Source: The Universal Accreditation Board web site.

From 2006 to 2011, I served as a member of the UAB. To say is was an honor is an understatement. The same goes for how my experience on the UAB elevated me personally and professionally.

All self-deprecation aside, I was kind of  a PR mutt when I was appointed to the UAB. I earned Accreditation in 2004, and had served on the newly formed PRSA Accreditation Marketing Committee (of which I later chaired.) During my many years at agencies and with an association, I had not been and active participant — much less a volunteer — in the public relations profession.

For the record, I was not a “joiner,” unless one would count being a Chicago Cubs fan and beer aficionado.

Serving on the UAB elevated me as a business communicator because I got to actively participate and make decisions on something I cared about and something I believed in. At each meeting, I had to hold my own with a body comprised of smart, experienced PR strategists from academic, agency, military and non-profit disciplines.

Frankly, during my first block of meetings held at PRSA headquarters on Maiden Lane in New York, I was a little intimidated. Hey, I was the new guy and lacked the pedigree of most — okay, perhaps all — of my colleagues!

Soon I became acclimated to procedures, and after a while, understood the acronyms that often surfaced in Board meetings. (KSAs — yes, the knowledge, skills and abilities tested in the CBE, the Computer Based Exam.) And, I contributed, first conducting an audit of the old UAB website, then co-chairing the MarCom (marketing communications) work group.

Perhaps the most lasting reward from my UAB service: The bonds and friendships I forged with many colleagues, many who remain my friends still.

From another perspective, that’s what public relations is all about: Building mutually beneficial relationships.

 

 

 

 

September is PRSA Ethics Month, But There’s More

By Edward M. Bury, APR (aka The PRDude)

Given the fact this blog is about public relations (well, most of the time) and published by a guy who holds the Accredited in Public Relations (APR) credential and writes under the PRDude moniker, I’ll bet you think the focus of today’s post (given the title) is on PRSA Ethics Month.

Well, you’re right.

Sort of.

prsa_logoThat’s because other organizations have joined the Public Relations Society of America in dedicating a month to focus the spotlight on ethics.

Want some examples? Here’s what a quick Google search revealed.

  • The Institute of Real Estate Management (IREM) has designated September as Ethics Awareness Month, and its leadership encourages its 92 chapters to promote adherence to established standards for commercial property management.
  • The International City/County Management Association gets a head start on the ethics front, dedicating March Ethics Awareness Month for its membership, comprised of professional city, town, and county managers.
  • And, as reported in this English language newspaper fr0m the state of Jharkhand, India, the Tata Steel company celebrates ethics in July to commemorate the ethical standards of its founder.

    The team at Tata Steel.

    The team at Tata Steel holds an ethics celebration in July to honor its founder and the standards he established.

I’m sure a more aggressive search would reveal many other examples of organizations and companies that recognize the value of ethics today.

But in the spirit of PRSA Ethics Month, I challenge these entities to uphold to ethical standards all year round:

  • Elected Officials. Just think think of how much better our lives would be if every man and woman elected by voters to office would make decisions based on honesty and the public good, versus decisions driven by campaign contributions, party affiliation and political ideology.
  • Wall Street. Yes, banks, exchanges and brokerages are in the business of making money. As evidenced over the years, sometimes ethical standards are tossed out the window like confetti, and greed and more greed drives financial practices that bash the little person.
  • Everyone Online. That’s right. Every man, woman and child who communicates digitally should do so ethically and not cowardly, like the growing army of internet trolls masked by user name disguises.

Who or what organization/company/body would you add to this list?

Let me conclude this ethics-themed post with a link to the PRSA webpage that details accepted ethical standards for public relations professionals and a link to an Ethics Month Survey being undertaken by Marlene Neill, APR, PhD, a professor at Baylor University and a former colleague of mine on the Universal Accreditation Board.

Want more on ethics? Then visit this 2014 post featuring a “pop quiz” on ethics in public relations, then follow up with a companion post where the questions are “deconstructed.”

 

 

 

 

“Digital PR?” I Don’t Think So

By Edward M. Bury, APR (aka The PRDude)

Like many of us in the public relations profession, I subscribe to Help a Reporter Out (HARO), the online resource that provides those in the news media with a platform to enlist expert sources for their stories.

haro_90x78My goal: To identify media members seeking commentary on issues involving transportation, because that’s industry I work in at the moment. (An aside: Haven’t read any transportation-centered inquiries yet, but I’ll keep an eye out.)

Earlier this week, there was a public relations-related HARO message — one that caught my attention. The reporter was seeking insight on the use of “digital PR.”

That stopped me right in my tracks, and as an Accredited public relations professional who takes the profession seriously, I felt compelled to respond.

My message stated that there is no such thing as “digital PR.” There’s public relations — the communications practice — and there’s the use of digital resources as part of a strategic public relations program.

Apparently, there are practitioners who disagree with me, as I easily found online reports about “digital PR.” This commentary offered a definition:

Digital PR is all about combining traditional PR with content marketing, social media and search.

And, I found an agency that has “digital PR” in its name. However, I really can’t ascertain exactly what services this firm provides, because the content is in Italian.

Digital PR logoFinally, I identified a Florida marketing agency that has branded “digital PR” services. (NOTE: If the folks from this agency read my post, please check your website because the content under the “Born Digital” headline is clashing with the image of the hand holding the tablet.)

I could go on with examples, but here’s my concluding thoughts:

  • The public relations profession, which is based on building relationships through effective, ethical communications, will only get marginalized if those of us in the industry allow phrases like “digital PR” to become part of the lexicon.
  • Clients who enlist public relations professionals should be made aware that yes, digital communications has dramatically changed the playing field; but digital communications practices should be guided by the same principles and standards that guide “traditional” public relations.

Now it’s your turn: Is “digital PR” a separate management communications practice?