Catching That Perfect Wave, And More With Marisa Vallbona, APR, Fellow PRSA

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

Since her “media debut” as a child decades ago, Marisa Vallabona, APR, Fellow PRSA has led an extraordinary life. To start, she speaks four languages! Decades ago Marisa founded CIM Inc PR, an award-winning public relations firm that continues to thrive in today’s challenging communications market.

She’s held national positions with the Public Relations Society of America and served on the Universal Accreditation Board, where we first met. A Californian, she engages in a challenging water sport popularized in the Golden State. And, Marisa battled and beat a foe that has altered society around the world.  Below are Marisa’s responses to questions in this latest PRDude profile of public relations leaders.

Marisa Vallabona, APR, Fellow PRSA

1.  Your website profile states you became enamored with communications as a child following a news story involving you frying an egg on the sidewalk. Can you please elaborate how this developed?

I was 12 years old and it was a super hot day in Houston to the point we could see steam rising from the asphalt. As kids usually do at that age, I was hanging around with my sister and a group of friends from the neighborhood. She had the idea to see if we could fry an egg on the sidewalk. We were surprised to see it actually fried, so we called the local newsrooms to tell them. One of the news stations sent out a crew and I went on camera. I fell in love with news from that moment forward. It was thrilling.

2. CIM Inc PR provides a wide range of services for a wide range of industries. How has client service changed over the years you’ve been in business? What has remained constant?

Service is the hallmark of any successful PR firm. We’ve been in business 30 years (since 1990) and client service has changed dramatically in the sense that so much more is done electronically and clients expect much more availability. The more business gravitates toward texting, email and Zoom, the more I make it a point to meet in person with my clients. I find that personal touch makes a massive difference in our relationship and success. Over the 30 years we’ve been in business, I’ve found that there are unrealistic expectations for delivery and there’s a lot more stress as a result. It’s also frustrating when some start ups think they can do their own PR because they found a do-it-yourself PR kit online; then they come running back asking for help because they realize it’s a lot harder than they thought. They don’t realize that established relationships make a significant difference in outcome. What has remained constant? Expectations of quality, consistency, news coverage, sound and strategic counsel, and creative ideas have remained constant. Key though is that while anyone can start a business in today’s electronic era, they’ll quickly fail if they don’t have solid and sound knowledge of the industry and if they don’t keep up with professional development. And, our industry is evolving so fast that keeping up requires constant effort and discipline.

3. We met way, way back in 2005 through our service on  the Universal Accreditation Board. Does the Accredited in Public Relations (APR) credential hold the same value today?

I do believe the APR holds value because it tests and asserts that the professional who holds Accreditation has the necessary knowledge, skills and abilities for the profession. However, it’s not necessary. I know countless non APR PR professionals who are equally if not more qualified than some APRs. Earning the credential is a matter of personal preference and should be something one strives to achieve for their own mastery and self and career confidence. I did it for that reason and I used the opportunity to raise my consulting rates. It should not be seen or used as a reason to say one professional is better than another because that is simply not true.

4. Now, must get to a somewhat serious question. Over the past few weeks, you shared a video and commentary on battling a serious illness. Can you please elaborate and share insight and advice on how you coped?

My doctors diagnosed me with COVID-19 and it was horrible. I’ve never been sicker in my life, struggling with shortness of breath, dry cough and fever for over five weeks. I rarely left my bed and if it had not been for my boyfriend, who stayed by my side the entire time, I don’t know what I would have done. There were two instances where I choked and gasped for air and if it hadn’t been for the inhaler my doctor prescribed me at the onset of my difficulty breathing, I truly believe I would have choked to death. It’s been over 10 weeks and I am now left with Reactive Airway Disease. I just started surfing again a few days ago (with a rescue inhaler in a waterproof fanny pack) and my lungs are shot after an hour of surfing, which is something in the past I never would have thought possible. I used to be a marathon runner, have never smoked a cigarette in my life and rarely ever get sick. This has been a tremendous struggle and continues to haunt me daily. 

5. Okay, let’s conclude on a lighter note. You’re a surfer girl. You live in greater San Diego. What advice can you give a Chicago guy who has aspirations to surf the wilds of Lake Michigan?

Take a surf lesson before you try it and get ready to fall in love with the sport. Your life will never be the same in the best way you could ever imagine. I promise! 

* * *

An aside: Way back in 1982 (or thereabouts), I visited some friends who moved to Southern California. Off on my own, I drove my rental car to LA, then took Highway 1 south, stopping in Newport Beach.  My objective was to surf!  Hey, man, I passed the lifeguard test and was an excellent swimmer.  I could do this.

Well reality took over as I encountered waves higher than the home I lived in and water that was really, really cold. I watched the surfers for a while, then headed south to San Diego.

 

Learning About and Some Concerns Related to the PESO Model 2.0 Certification Program

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

One constant in a progressive communications practice like public relations is this: Nothing is constant anymore. Not in this digitally-driven integrated communications landscape.

The PESO 2.0 image is shown courtesy of Spin Sucks, which holds the copyright. If you use this image, please share the above. You don’t want Gini Dietrich or her colleague Laura Petrolino coming after you.

That’s why I was excited and enthused to participate in the PESO Model Masterclass webinar held Wednesday, hosted by the team that publishes the Spin Sucks blog, offers online education and has been an integral force in advancing the public relations profession.

First, let me present this disclosure: Spin Sucks is the digital communications entity founded by my friend Gini Dietrich.

So who’s Gini Dietrich? Read this PRDude post from 2015 for a profile. And, what’s the PESO model? Read this post from 2017 on participating in what then was called the Arment Dietrich Challenge.

Back to the Masterclass webinar, which you can download here.  The presentation included the unveiling of the updated PESO 2.0 model and an announcement of the PESO Model Certification, an online education program developed by Spin Sucks and the S.I. Newhouse School of Public Communications at Syracuse University.

In the conversation led by Gini, these two topics clearly resonated:

1. Effective PR is rooted in strategy. It was reinforced that effective modern public relations is based on sound strategies and measurable objectives.

2. Modern PR transcends media relations. Without question, there’s much more to the profession today than securing print, broadcast and digital placements.

The PESO Model 2.0 was unveiled (see image above), showing expanded definitions or examples of the four PESO categories — Paid, Earned, Shared and Owned.

So far, I was on board with what was being presented. But towards the end of the webinar, two elements of the segment on the PESO Certification struck me the wrong way.

It was stated that those who complete the education earn their “PESO Model PhD.” That’s more than a misnomer, that’s totally inaccurate, misleading and an affront to those who do pursue and receive what’s acknowledged as the high level of academic scholarship. Earning a doctoral degree is a very challenging, expensive and time consuming endeavor. For example, it takes six years of education and teaching to earn a PhD in English at the university where I work — plus you have to submit and defend a dissertation.

And, it was noted that the public relations profession is “notorious” for not offering certifications. Please note that the Accredited in Public Relations (APR) credential, which I have held since 2004 and have lauded in this space frequently, was established in 1964. Furthermore, the International Association of Business Communicators, which celebrates its 50th anniversary this year, offered the Accredited Business Communicator credential from 1973 to 2013. It continues to offer online certification and certificates.

Wishing Spin Sucks and Syracuse much success with the PESO Certification. Will I engage in the program? Well, I’m two months away from completing my Master’s degree in English, so perhaps in the fall.

But I have a final question for the team: Is it pronounced “Pea-so” or “Pay-so” model? Perhaps that will be answered during the next webinar.

 

Rick Aspan, APR, Talks of Future Following Career in Technology Communications

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

So, what’s next for a public relations leader who forged a very successful three-decade-plus career in the technology industry and decided to seek a new direction in life? Rick Aspan, APR, will find an answer in the days to come. The first public relations pro to be featured in 2020, Rick shares thoughts on his work at a multi-national firm, the value of earning the Accredited in Public Relations credential and the professional baseball team he’s rooted for all his life.

1. You recently retired after 15 years as VP and global head of Corporate Communications for North Carolina-based CommScope, and you did so based in their Westchester, IL office. On the company website, CommScope is described as a leader “in innovating the network infrastructure of the future.” Please describe your role and responsibilities with the company.

I led a global team of nine talented people, and we provided the media relations, employee communications, social media, industry analyst relations and executive communications support for CommScope around the world.  The company now has approximately $10 billion in annual sales and 30,000 employees, with manufacturing, sales, engineering and administrative facilities in numerous nations. Needless to say, we stayed very busy, but I’m proud of all we did—we consistently outperformed and delivered results that enhanced the company brand, perception and performance.

2. How did you gain the experience required to lead communications at a publicly-traded technology company?

Rick Aspan, APR

Since my dream was to be a sportswriter, clearly there was an early fork in the road and a ton of experience gained along the way! I was fortunate to work at companies and for people who appreciated aggressiveness and creativity, which provided countless ways to learn by doing.  And, as a non-technology guy who has worked in technology for 35 years, I quickly realized I’d never be the smartest person in the room, but I sure can be the best business communicator they’d ever seen by being open to learning and developing. It never hurts, either, to have worked with some great leaders—my direct managers and company executives—who trusted me and from whom I’ve benefited tremendously.

3. What were some of the challenges you encountered? Did you ever have to mitigate a crisis?

With a relatively small team and budget, it felt every day presented some sort of challenge just to keep our collective heads above water! And I’m thankful that I never had to manage through a big-scale, headline-generating crisis.

But in the spirit of your question, I’ll point to two specific challenges.  First, as a supplier to all of the world’s top networking companies (think AT&T, Telefonica, Comcast, Microsoft, etc.), we serve industry giants and compete against some well-known brands.  But CommScope isn’t as well known, especially outside of our industry and because of its rapid growth via acquisition. So the communications team embraced this great opportunity (er, challenge) to make stronger connections to our customers and potential customers via PR and social media, while also building greater brand awareness outside of our traditional industry markets where we’re already well known. So far, good progress that I’m confident will continue after I’ve left.

Secondly, in employee communications, I’ve always joked that CommScope represents the perfect storm of employee communications challenges by nature of its workforce. For example:

• 30,000 or so employees in numerous countries and nearly every time zone
• Approximately 50% of those employees work in manufacturing, distribution or transportation functions where they are “non-connected,” or without workplace access to computers and Internet
• More than 10,000 employees don’t speak English

So every global communication requires additional levels of planning and creativity to ensure that our diverse set of employees have a relatively equal chance to receive it, understand it and embrace it. We’re always translating copy, voicing-over videos, adjusting for time zones, and coaching regional and local leadership to boost our chance of success.

4. We met way, way back in 2003 when you were a panelist on my APR panel presentation. (Thanks again for advancing me!) How did earning Accreditation contribute to your success in public relations?

Wait, we let you through?  Haha. Earning Accreditation certainly helped me and was one of the most meaningful steps I took in my career in terms of personal development. And I emphasize “personal.” No one makes us do it, but choosing to take on this challenge and earn APR made it that much more significant to me. I did it for me, while it also helps advance our profession. Sure, I learned some new things even though I was mid-career when I did it. More importantly, the Accreditation process helped me take what I already knew and structured it in a way to be more meaningful and actionable for the rest of my career. Sort of like a guy who has played golf for several years and is good at it, then decides to take his first series of golf lessons. (If you’ve ever done that, you’ll know what I mean!)

5. Now, on to a less serious topic. From your Facebook posts, I see you are die-hard Chicago White Sox fan. The team made some significant off-season moves.  So, how will the Sox fare in 2020?

I’m stoked by the team’s progress and changes, but like a true South Sider, I will always be restrained in my optimism and fearful of the worst happening until I actually see good things unfold on the field. There was considerable energy and enthusiasm in the stands last season, despite the lousy team record. So yes, I’m excited. Let me put it this way….for the first time in years, I’m already blocking out my calendar for October.

What I Took Away from PRSA 2018 Assembly

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

DATELINE: AUSTIN, TX.

Thought I would incorporate that now bygone phrase and practice as a way to provide a “newscast” kind of perspective to the following, a post about what I learned and observed as a delegate at the 2018 PRSA Assembly on October 6.

Like any organization comprised of passionate, strong-willed individuals, there was often spirited debate during the 2018 PRSA Assembly.

The gathering of Public Relations Society of America leadership, staff and members earlier this month is the Society’s one day to have delegates present thoughts and cast ballots on how PRSA is governed. As this was only my second time as a delegate, I took my responsibility seriously.

(A disclaimer: Please excuse the delay in sharing this post as three things got in the way: Work, school and life.)

Without precedence, here are a few thoughts I scribbled during my time at the Assembly.

Ready, Set, Debate: From a parliamentary perspective, the Assembly opened with a debate on how to debate: Specifically, the time allowed for delegates to address the big issues on the agenda — proposed Bylaw changes.  (More coming up.) Some found this a poor use of time; I found it a reflection of the passion some members have for PRSA and its future.

State of the Society: In his remarks, 2018 PRSA Chair Anthony D’Angelo, APR, Fellow PRSA, cited accomplishments made by the Society, including growth in diversity and advocacy issues; but he cautioned that the profession itself was “losing market share” in the communications arena due to factors like apathy and “free stuff” — digital resources. Millennials, he noted, find some forms of governance (like PRSA) irrelevant.

The Bylaw Debate: Prior to the Assembly, five proposals were made to amend existing Bylaws; learn more from this report published in June, but the focus was on ethics. I’ll refrain from much commentary. I had to depart to catch my flight home and missed some of the debate on the Bylaw proposals; however, I provided my proxy decisions to colleagues from PRSA Chicago. Two of the five amendments passed. During his remarks, Mr. D’Angelo noted that the issues were not relevant to the challenges facing the Society. But from this perspective, I’m glad PRSA gives members the opportunity to undertake changes to the way the Society is governed.

APR “Self-Improvement” Project: Of course, I had to comment on news shared that relates to the Accredited in Public Relations credential. What I learned is that there are plans to institute modules in the APR program, award “badges” to candidates, allow for online Panel Presentations and launch an online mentor match benefit. Good — no great — news.  More needs to be done to encourage professionals to seek Accreditation; more needs to be done to keep the credential a vital factor in the growth and development of public relations professionals today.

Other things learned: PRSA has developed a Speakers Bureau database, the Society is on good financial standing, membership (21,550 as of this month) has been static but is trending upwards, and there’s a new Strategic Plan being crafted.  I look forward to following these and other developments in the months to come.

But a final thought on the Assembly: PRSA will only be as vital to public relations as its members contribute to the way the Society functions and the profession is perceived in society.  After leaving Austin, I’m encouraged by the future.

 

 

As April (APR Month) Winds Down, a Thought on the Value of Accreditation

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

The unseasonably cold temperatures (at least here in Chicago) of late certainly did not proclaim “April.”  But baseball is underway, flowering bulbs are in bloom and restaurants are inviting patrons to dine al fresco. So then, April, that “cruellest month,” is indeed here.

This image needs no explanation. Courtesy of the Universal Accreditation Board.

Of course, April also is recognized as APR Month, a time to put more emphasis on the value of the Accredited in Public Relations (APR) credential.

In previous years, I’ve waited until the waning days of April to offer thoughts on Accreditation.  This post from last year is a case in point, published hours before the calendar ushered in May.

Well, I’m following suit with this post — a day before the final day of APR Month.  As for the subject, I’m inspired by an email sent last week by PRSA 2018 National Chair Anthony D’Angelo, APR, Fellow PRSA.  The message encapsulates an often overlooked value of the APR credential.

Here’s the email message:

Dear Edward:

As we come to the end of April (APRil is APR Month), I’d like to thank you for the professional commitment you’ve demonstrated in earning and maintaining your Accreditation. While the majority of professionals pursue Accreditation for personal and professional development, it’s important to realize that this pursuit is actually linked to PRSA’s Code of Ethics. One of the Code’s Provisions of Conduct is “enhancing the profession,” and that entails acknowledging “an obligation to protect and enhance the profession,” and keeping “informed and educated.”

Your Accreditation signals your personal dedication to the Code of Ethics and this Provision in particular, and connects you with like-minded professionals who uphold standards for the entire industry. Like PRSA itself, you’re committed to advancing the profession and the professional, and I’m grateful for that. Thanks again.

Best regards,

Yes, enhance the public relations profession — a vital and necessary responsibility to be championed by Accredited members and all serious practitioners.

We need to remain diligent in adhering to ethical standards and sound, strategic practices, especially today, given the continued misinterpretation and misinterpretation of pubic relations by the media, the business world and public at large. We need to identify and condemn instances of unprincipled and dishonest communications initiated as part of a “public relations” program.  We need to encourage all public relations professionals to continue to learn and progress to keep pace with modern practices.

Earning the Accredited in Public Relations credential puts one on a career-long guideway to improving the profession. This holds true in April, as well as the 11 other months on the calendar.

 

 

With September on the Horizon, A Time to Savor What’s Left of Summer

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

It’s true.

The three months of summer — purported to be a reflective time to relax, regroup and recharge — does go by fast.

As of this writing, September is three weeks away, prompting the question: Did you get the most out of the summer of 2017?

After all, the fall back-to-school messages will soon become as prominent and prevalent as those get-out-and-enjoy summer messages communicated in May.

Yes, that’s me, second from left, during the PRSA Chicago YPN panel discussion on continuing education.

Now that the topic of schooling is on the table, let me share a recent event on the subject. Earlier this week, I had the honor of participating as a panelist during a PRSA Chicago Young Professionals Network after-work gathering on “Exploring Continuing Education in PR.”

My fellow panelists addressed the challenges faced by working professionals who make the decision to pursue master’s degrees in business administration and communications, along with the long-term professional career benefits of an advanced degree.

As you would expect from the PRDude,  I promoted the value behind earning the Accredited in Public Relations (APR) credential and how it made a measurable impact by elevating me to a strategist.

And, I subtly noted that I also was in pursuit of my master’s degree in English, although reaching that goal is a good three years away.

What ensued was an often lively and informative exchange between the panelists and the YPN members in attendance. I learned how my fellow panelists balanced work, school, play and other aspects of life in their quest for a master’s degree, and realized:

• I’m on my 13th year as an Accredited professional; regardless, the continued evolution of public relations will require that I continue to evolve, too. That means continuing to learn.
• Earning an advanced degree means more these days than in generations past. The era of the publicist driven by placements has been eclipsed by a professional who can comprehend and strategically employ the PESO model.
• And, yikes! Summer was waning and I would have to start school again soon. Actually, my next class — “Non-Fiction Writing Workshop” — starts August 28.

With that note, I’ll conclude this post and step outside with a glass of wine to enjoy the balance of this early August evening.

After all, the two ladies on the panel with me both stressed that it’s imperative to maximize time spent outside the classroom and away from the books.

I wholeheartedly concur.

 

 

 

With Hours to Go, A Final Thought on April APR Month

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

With just a few hours left in April 2017, just a final though on efforts underway to promote the Accredited in Public Relations (APR) credential.

After all, April has been designated Accreditation Month, and those of us who earned the credential are somewhat responsible for its future. So, what can APRs do help keep the process advancing?

I offer this very simple suggestion: Serve as an APR Panel Presentation member.

As an APR, here’s what your participation in the Accreditation process will accomplish:

• Demonstrate your commitment to the credential and profession.
• Provide an opportunity to learn more about the current KSAs and revisions to the APR process.
• Meet fellow APRs and candidates seeking the credential.
• Earn maintenance points needed to retain your APR standing.

And, if another incentive is needed, think of this: When you pursued Accreditation, three APRs found the time and demonstrated the commitment to participate in the presentation you had to deliver to move to the next step in the process.

Yes, we’re all busy these days. But hopefully more APRs will find the hours needed to review a candidate’s Questionnaire, review the document and commit the two or so hours required for the Panel Presentation.

Please find the time in your career to let someone else have that opportunity. Prove your commitment to the value of Accreditation.

Now it’s your turn fellow Accredited professionals: What can we do to nurture and advance Accreditation?

After all, the road to Accreditation transcends one month.