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.

 

 

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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.

 

 

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.

The 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.