By Edward M. Bury, APR, MA (aka The PRDude
Let’s start this post with a full disclosure: I have called Joyce Lofstrom, MS, APR, Fellow PRSA my close friend and colleague for some 15 years. During that time, I’ve found Joyce to be passionate about the value of modern, strategic public relations to benefit greater society, and equally passionate about the value of the Accredited in Public Relations credential to individuals.
For the record, back in the day, Joyce and I developed and led APR workshops for members of our Chapter, and we served as APR panelists and mentors. A few days ago, Joyce joined the ranks of PRSA Fellows during a ceremony held in Nashville during the PRSA ICON 2023 conference. Here are thoughts from Joyce on her rewarding career and the state of public relations.
1. Like many public relations professionals, you started out as a journalist. What prompted you to change professions?
The availability of jobs prompted me to change professions. I was always writing and wrote as a freelance food writer for the Kansas City Star early in my career. My food editor job at The Daily Herald in the Northwest suburbs of Chicago was my favorite job because I interviewed and wrote about many interesting people. I left the newspaper to go to graduate school. And I knew to advance as a newspaper food editor, I needed more experience. The transition to public relations made sense because I could write, was a former reporter, and found jobs where I could use those skills and build new skills.
2. Over the decades you have worked in public relations, what are the two or three key developments or changes that have taken place?
Here are three developments I have seen during my years in public relations.
a) From paper to digital everything: Media kits, news releases, white papers, and any written piece always appeared on paper. Now, everything is digital and online, which I prefer in PR. However, I still like to hold and read my books!
b) The evolving news hook: With so much information online, people can find information about a company or a brand. As a PR pro, I want to expand a reporter’s knowledge, which hasn’t changed. So, back to the journalism link, finding that hook requires time to build relationships and trust with people within an organization who can help.
c) Ethics: Ethical communication practices and behavior have always been foundational to public relations. The interest in and use of misinformation and disinformation has grown in many areas and is accepted as accurate. I have also learned more about ethical public relations practices as a member of PRSA’s Board of Ethics and Professional Standards – BEPS member.
3. Your most recent public relations work has centered in the healthcare industry. What key challenges do healthcare communicators have today versus 20 years ago?
Healthcare communicators must understand many aspects of the healthcare industry because it changes frequently based on many factors beyond a communicator’s control. The challenges I see focus on understanding what’s happening with payers, providers, and patients regarding many factors, primarily public policy at the federal, state, and local levels. I say this because access to healthcare is not a certainty for many people.
4. And, you launched your own consultancy. What prompted you to start Joyce Lofstrom and Associates?
I retired from my full-time job five years ago (2018) and started my business to keep working in healthcare and health IT communication. I knew I could work with Ritz Communications and their health IT clients when I started my business. I still do, for which I am grateful. So much of any solo practitioner’s PR business grows early with referrals and business from friends. I did the same.
5. Finally, you recently were installed as a member of the PRSA College of Fellows. Congratulations! How do you plan to use this honor to advance the profession?
I so value my decades as a member of PRSA. I have made wonderful friends (you are one of them, Edward) and learned a lot about the practice of PR. I also enjoy being involved in the organization and giving back. I plan to become active with the College of Fellows in one of the many opportunities available. I am still figuring out what that will be. And thank you for your congratulations and support of me in the Fellow’s application process.
Prdude's Blog 