Media Relations: Perspectives on Today and Yesterday

Back in the day, a reporter might have had something else in his or her hand while on the job. What was it? Image courtesy of Freepik.

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

First, a full disclosure statement: While I subscribe to various sources of current information and developments within the public relations profession, I don’t always stay too current on the state of the industry. Yes, I gain from interacting with selected social media posts, participating in webinars and in-person presentations, and reading publications like Strategies and Tactics from the Public Relations Society of America. 

But given the amount of industry-focus (and of course, other) print and digital options these days, I frequently skip learning about the latest news regarding public relations. Now, home on a cold and bleak afternoon two days before the end of the year, I decided to allocate an hour or two to catching up with some online sources. 

What really resonated with me was an article originally posted April 2 of this year in PR News. The piece, “When Making Your Pitch, Here’s What Journalists Value Most,” was part of a recap post of articles that address what arguably has been the foundation of public relations for decades — media relations.  Writer Matt Petteruto does an excellent job of supporting his commentary by citing results from industry surveys of journalists and recommending that communicators research online media databases to identify qualified and appropriate reporters to direct the pitch message. 

And, he reiterates the fundamental aspect of solid, effective media relations, which is make sure the reporter you are pitching “is a good fit before you make the pitch.”  This can be considered an elementary factor, but it’s one worth reiterating!

Now, let me reflect further on the practice of media relations, as experienced by yours truly. 

Back in the 1980s, well before digital communications, those of us working at agencies pitched reporters at local, regional and national newspapers, trade magazines, the major wire services, and television and radio regularly.  We wrote pitch letters on a typewriter that were sent via US Mail or in some cases hand-delivered; this initiative was followed up with a phone call; news releases were distributed the same way.

Media targeted were identified by reputation and experience on a specific beat or through the Bacon’s Publicity Checker directory.  What am I referring to? Here’s what a Google AI search found:

• A massive, physical directory (think large books) containing names, titles, and contact info for editors, reporters, and columnists across various media.
• Organized by publication type (newspapers, magazines) and industry (trade, consumer). 

The search results also noted that the Bacon’s directory was a key tool from the 1950s into the early 2000s, made obsolete by online databases.  Every PR agency worth its salt had a Bacon’s — or multiple copies — which by the end of the year looked somewhat ragged through multiple handing by various account teams.  An aside: An eBay search for a Bacon’s did not reveal any results for a copy of the vintage directory, but showed many for collectible items related to the iconic entertainer Chubby Checker.

Personal interaction with reporters comprised one other aspect of media relations four or so decades ago.  By this I refer to inviting the media member to lunch or sometimes dinner and using the time together to make the pitch. Was this practice in violation of any ethical standards? Possibly. Did it happen regularly? Most certainly. 

Let me conclude with this thought on media and media relations. Decades ago, the world did not move or change at the rate it does today; this includes the media. Often, reporters covered the same beat at the same publication or broadcast outlet for years, and possibly decades. Relationships established and nurtured with members of the media could last a very long time.  This may not exist at the same level these days, given the continued decline in print journalism and unbridled rise in digital media. 

Regardless, strategic and effective media relations continues to be — and certainly will continue to be — a very fundamental and valuable component of public relations. A question for those who continue to employ media relations today: Do you ever take an influencer to lunch? 

 

 

 

 

 

The CEPR Offered Firsthand Insight Into The Education of Public Relations Professionals Today

Image courtesy of Drake University from online article “How does Public Relations Differ from Similar Fields like Advertising or Marketing.”

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

First, let me get this established before I move forward with this post, which incorporates a recent in-person academic-centered experience into an analysis of the advanced academic curriculum available to those who plan careers in public relations.  I will not make any references to the specific time, institution, or location, nor will I share names of people, courses, or affiliated organizations.

In short, I am safeguarding the details of what I experienced and maintaining total confidentiality.

Okay, so what am I referring to?  Well, a while back, I had the honor to participate in a review regarding the Certification in Education for Academic Programs in Public Relations, better known as the CEPR. The program is managed by the Public Relations Society of America, of which I am a long-standing member.

I joined another senior public relations professional on a two-day visit to a major state university to conduct interviews with administrators, faculty, staff, students, and alumni, and to observe and evaluate. Prior to our visit, my CEPR collaborator and I held a few zoom meetings to determine specific assignments and review the university’s previous CEPR report. Our assignment was to determine whether the institution should be recertified.

Before I move forward, let me share some insight into advanced education in the public relations field.  Doing a quick Google search, I learned that Boston University granted the first public relations degree — way back in 1947!  For some comparison, that was the year PRSA was formed.  And, according to this U.S. News and World Report account, there are 368 institutions of higher education in the nation that offer a degree in public relations.  Which university offers the most highly-rated program? That’s certainly up for debate! 

Now, let me share a few CEPR statistics and insight, courtesy of Dr. Susan Gonders, co-chair of PRSA Educational Affairs Committee and coordinator of the CEPR initiative.

• The first certifications were granted in 1990, and 14 universities were certified by 2006.
• Dr. Gonders started working on behalf of CEPR in 2007; the number of institutions that earned the CEPR doubled to 28 certified by 2010.
• Now there are just under 60 certified universities on five continents.
• In the PRSA initiatives to better prepare the next generation of professionals, the primary mission of CEPR is to help PR programs improve.  Therefore, the emphasis in the reports centers on recommendations for improvement.
• The program is supported by the highest levels of PRSA leadership.  To date, 15 past CEO/presidents have served as reviewers.
• PR programs within all types of academic structures are eligible — such as business and communication studies — not just programs centered on journalism or mass communications.
• But about half of the programs with CEPR also have Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) Standards and criteria based on recommendations from the Commission on Public Relations Education (CPRE).

With this as the foundation, here are some observations, thoughts, and conclusions gained during my involvement with CEPR earlier this year. 

Commitment to Modern Public Relations Education. The university we visited had a long-established public relations curriculum and provided students with a first-rate physical environment and opportunities for valuable internships and capstone projects. Administrators, alumni, and students shared very positive perspectives on the overall PR program, while offering thoughts on improvement. It was apparent the university valued its role in educating the next generation of communicators.  Furthermore, the institute demonstrated a commitment to advancing ethical standards and diversity. 

In Step with the Profession Today.  Perhaps the most enlightening — at least to me — aspect of the on-campus experience came as my colleague and I sat in on a public relations class. We observed the instructor guiding student teams on the strategies behind building successful communications campaigns while incorporating: a) A web platform to build and manage an online presence. b) Free open-source software to record, edit, and mix audio/visual content. c) An AI writing tool. For the record, I was not familiar with any of these digital tools, but recognize the intrinsic value of these kind of resources in modern communications. 

And, In Conclusion. From a time commitment perspective, serving as a CEPR evaluator is, indeed, a commitment. The time on campus left little time for leisure, and we each spent hours of work prior to the visit and afterwards had to draft the final report. My co-evaluator, who had participated in CEPR in the past, asked if I would sign on for a future review: “Yes,” I said. “But not this year!”  I gained a great deal of insight into the future of the profession, and I had an opportunity to participate in a challenging and noteworthy exercise.  Plus, I gained Continuing Education Units toward my Accredited in Public Relations (APR) credential — which I successfully renewed earlier this summer! 

Clearly, the public relations profession has greatly evolved since I began my career as a former news reporter who transitioned to become an agency account executive in the mid 1980s. Back then, media relations dominated the industry, campaigns often were not structured around research and sound strategies, and at times ethical practices may have been an afterthought. Based on what I learned and experienced through the CEPR experience, much of what was practiced decades ago is no longer part of the current agenda. 

One final comment: Note the graphic at the top of this post. There’s one word — one that recently became a dominant part of the public relations lexicon. What is it? 

Recognizing Two Quite Different Silver Anniversaries This May

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

Anniversaries can be more than just a date on the calendar. They can provide a reference point for not just what has transpired over a period of time, but what may lie in the future. 

What follows are thoughts and images on two 25-year anniversaries celebrated this month — both quite different, both notable. 

First, let’s shine the silver anniversary spotlight on The Grossman Group, an outstanding independent communications firm based in Chicago that concentrates its services on internal communications. This video offers insight into the firm, which was founded by David Grossman, Fellow PRSA, APR, ABC, a leading national figure in public relations and author of books and blogs designed to guide business leaders on the value of incorporating viable and strategic communication practices. 

From a full disclosure perspective, I have known Mr. Grossman for some two decades, and both of us served on the Universal Accreditation Board. Without question, he is an acknowledged leader in the profession today. 

Below are two images I took from the Grossman Group’s 25th anniversary reception May 21 held in the agency’s way-cool offices housed in a dazzlingly remodeled former manufacturing building in Chicago’s vibrant and ever-evolving Fulton Market neighborhood. I enjoyed meeting other Grossman Group team members, reconnecting with friends from PRSA Chicago, and savoring some truly delicious hors ‘d oeuvres. 

Feeling a bit fatigued (perhaps my condition was enhanced by the excellent champagne served?), I left the reception early and did not hear all of Mr. Grossman’s comments to those assembled. I’m confident he delivered a compelling presentation on the role his firm has made to advance ethical communications over the past 25 years, and what’s ahead in the next quarter century.

It’s pretty clear from this “monument” in the Grossman Group office that there’s a reason to celebrate.

An “aerial” view of those assembled during the celebration as Mr. Grossman addressed those who joined the reception.

Now, let me focus on the second “anniversary story” of this post, one that certainly is much more personal.  In May of 2000, Susan and I closed on the vintage two-flat home shown below. We’ve been told the architectural style is American Craftsman, and for decades prior to our ownership the stucco structure was known as The Peterson home.

We believe the home was built in 1907, when the Avondale neighborhood of Chicago emerged as a stable, middle-class community just north of the more famous and affluent Logan Square. With its corner location, full-length front porch, bay windows, and white trim, the home certainly stands out on our block and retains its original character.  But as noted in this 2021 post, a detached structure on the property had to be replaced. 

Needed repairs and upgrades have been made over the years — new roof, gutters, windows, boiler, appliances, and more — to keep this major investment sound, comfortable, and eventually salable at a significant profit. But until then, we maintain that this modest structure simply is our home — as well as the residence of our cats and a roster of (mostly) wonderful tenants who occupy the second-floor rental apartment.

What do I find most enjoyable about our home? Well, we have a vintage clawfoot tub that provides an ideal venue for a bath. However, as detailed in this 2018 post, I spend many enjoyable hours outside. 

Surrounded by mature trees and hedges, our Avondale home looks pretty much the same as that afternoon in spring of 2000 when we bounded up the stairs for a tour. We will “celebrate” on the porch shortly after this post is published.

Our home from another perspective. Note the star along the wall at top left: A simple but effective distinctive feature.

Let me conclude with this thought: Reaching a significant time-focused accomplishment indicates that in most cases life delivers ups and downs, delivers both positive and negative memories and events. I would ascertain that Mr. Grossman and his team have faced challenges over the years.  Susan and I certainly have had to address issues related to our home. 

Yet, these were met, and we charge ahead, undaunted. 

Analyzing One Particular PR Trend to Watch in the Year Ahead

Lightbulb image courtesy of the nice folks at Meltwater.

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

Let’s start with a full disclosure: I have faced some challenges in the past few months, perhaps years, in identifying and commenting on developments within and the practice of modern public relations.

Why?

Well, for one thing I am employed at an academic institution transportation research unit, a somewhat structured and focused entity that produces technical studies along with others that address subjects that are of interest and relevance to the general population. We don’t engage with influencers or pitch too often to general interest or even trade media.

So, with the March calendar more than halfway completed, I racked my brain for a true “public relations” topic to address. How about “PR trends to watch in 2025?”

Great! But regular readers may recall this January 30 post written following an excellent webinar sponsored by the Public Relations Society of America. (Yes, I am a long-standing PRSA member.) I gained a great deal in terms of insight related to future national and even global developments that will impact strategic communicators.

But, I felt I needed to learn more. I needed to learn more about practical tactics and strategies that I could perhaps apply to my work. A google search led to this excellent report from the folks at media monitoring site Meltwater.

The eight trends cited here certainly are poignant and compelling; some — like incorporating relevant data analytics, personalizing a media pitch, and focusing on authenticity — have for decades driven sound, strategic public relations practices. In the past decade or so, embracing diversity and inclusion, the continued emergence of influencers of all types representing many industries, initiatives that help build awareness for the many challenges we face, and regular and well-executed thought leadership communications continue to factor into strategic campaigns.

That leaves the eighth trend cited here by Meltwater — continued industry consolidation — one I feel compelled to analyze and address further.

Back in my agency days, back before digital resources became the dominate factor across public relations and most professions, there was a “consolidation” of sorts. The small shops I worked for primarily engaged in media relations, then assuredly the dominate tactic, as well as marketing communications and even print advertising in general interest and industry trade publications.

What the trends cited here reveal to me: Public relations continues to be a dynamic, evolving profession, one that reflects the state of the world around us. What’s more, even though I more than likely will not engage an influencer in my current position, it will be to my benefit to fully grasp the role they play in public relations today.

What the Future Holds for Public Relations?

Courtesy of Adobe Stock.

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

Last week I took in a very informative and somewhat eye-opening webinar hosted by the Public Relations Society of America.  The presentation, “Future Watch 2025: Key Trends Every PR Professional Should Have on Their Radar Screen in the Coming Year,” offered me a perspective on a wide range of topics, issues, and developments that are projected to be a significant part of the national dialogue in the year ahead.

And, of course, the hour I spent online provided greater insight on the profession and resulted in the poignant subject for this post.

Led by an engaging communicator and futurist named Stephen DuPont, APR, Fellow PRSA, the focus of the conversation centered on a broad scope of what will be making news from today through December 31.  (Learn more about Mr. DuPont from his website.)

Early on, Mr. DuPont advised communicators to work on anticipating upcoming events and developments — a sound practice for sure– and noted that futurists need to be storytellers.  An aside: As I noted in this 2022 post, I am still struggling with the “evolution” of the profession into storytelling.  But let me continue. 

I scribbled down notes during the talk, and in no particular order of importance, here are some topics addressed by Mr. DuPont:

• Divisive politics and an uncertain economy driven by the potential impact of tariffs. 
• A possible resurgence of the pandemic and the stubborn bird flu. 
• How to screen for threats following the brazen murder of a healthcare executive. 
• Energy and climate change, technology, technology and more technology.  And, of course the role of AI. 
• The potential dismantling of diversity/equity/inclusion initiatives. 
• The impact on the agriculture industry if undocumented immigrants are deported.
• Cyber wars, more robots, the emergence of the alpha generation, and the decline in the number of high school students. 
• The dawn of the greatest transfer of money from Boomers to other generations. 
• One more: The explosion of weight loss drugs that are now available!

There were other topics presented, but the above provides a solid perspective of what’s ahead. For communicators, these can be considered as highly specialized areas that I believe may require advanced education and solid practical experience should one be charged with managing strategic communications. 

The question that arose following the webinar: Will the incoming generation of public relations professionals need specialized education and work experience to effectively serve clients or the companies or organizations who employ them?  Or from another perspective, is the age of the public relations “generalist” truly over?

Reflecting back on my career, the vast majority of clients I served or organizations I worked for concentrated in commercial real estate and urban affairs; now, I manage communications for a university transportation research unit.  My “experience” in real estate centered on living and working in Chicago for most of my life, and as for transportation, I was — and still am — an active rider on Chicago Transit Authority trains and buses. 

When I served on the Universal Accreditation Board, an initiative was advanced to award a new accreditation to those charged with military public affairs. The result was the APR+M designation. And, if memory serves correctly, there were UAB discussions years ago regarding similar specialized accreditation programs for communicators in large-scale industries like healthcare and business. 

Perhaps it’s time to hold that kind of discussion again with educators and on an industry-wide level.  Now it’s your turn: Does the public relations profession need to cultivate communicators who have the specialized skills and knowledge needed to serve in this rapidly changing world? 

The floor is yours. 

The PRSA ICON 2024 Conference: Perhaps Next Year

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

It’s billed as “the largest single gathering in the public relations and communications industry!”  And it just concluded yesterday. And, again, I was not in attendance. 

Yes, I’m referring to ICON 2024, the annual event hosted by the Public Relations Society of America.  This year, communicators from around the nation — and perhaps around the world — gathered in Anaheim, California to learn, network, advance the profession by partaking in sessions, presentations, and strolls through the exhibit hall. 

For the record, I have participated in many professional conferences over my career, but just about all centered on the real estate or transportation industries. And, I did serve twice as a delegate from my chapter, PRSA Chicago, at the Assembly that takes place before ICON, so I gained some personal insight into what to expect during the conference. 

But I’ve never registered for the three-day event, where participants can take in workshops, enjoy coffee with exhibitors, and hear from keynote speakers.  An aside: Had I been in attendance in Anaheim, I would have worked toward a front row seat to hear the keynote conversation with singer/songwriter and activist Melissa Etheridge. My decade’s long affinity for all things rock and roll and public relations would have been addressed!

As I noted in a post last month, I believe it is prudent and beneficial to continue to learn, grow, and break the cycle of sameness: The same activities, the same routine.  Attending an ICON conference would certainly immerse me into all things public relations for a couple of days.  And, while I don’t believe I will incorporate AI or use influencers in my current position, it would be prudent to stay current in modern public relations. 

So, I’m putting up a post-it note (yes, I can be old school at times) to remind me to work towards registering for the ICON 2025 conference, which will be in the nation’s capitol, a place I have visited each January for the past decade or so. 

Plus, I’ve never been to Washington in autumn. 

 

 

Two Decades Later: An Anniversary of Earning the APR

The framed certificate is positioned on a stand just to the right of desk at home, always close by to help me remember when I earned this tremendous credential recognizing excellence and commitment to modern strategic public relations.

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

On occasion, I am challenged about a subject for this blog. However, for the first post in July of 2022, the choice was clear: The two-decade anniversary of earning the Accredited in Public Relations (APR) credential.

Here’s how I remember it. I just returned from a fishing trip with a friend and his son to Lake of the Woods in Ontario, Canada, a memorable week chasing walleye and bass, enjoying shore lunches, breathing fresh air, and reveling in north woods water and trees.  Upon arriving home, I noticed a large envelope on my desk.  It was from the Public Relations Society of America. It contained my APR certificate! I was a few weeks away from my 49th birthday. 

I recall sort of collapsing on the floor, realizing that all the work, studies, reading, reviewing, frustrations, and failures were worth the price.

First, some background.

My APR journey began in the summer of 2003, the year the program transitioned from the essay-based examination to the computer-based examination process. I did advance from the Panel Presentation in June of that year and took the exam later that fall.  I did not pass.  So, I studied and studied and retook the exam in February of 2004.  Yes, you guessed it: I did not pass.

Rather than give up, I continued to study and enrolled in a one-day Jump Start workshop in the suburbs led by a truly remarkable woman named Fern Bonomi, APR, Fellow PRSA.  Ms. Bonomi offered to work with me remotely over the next few weeks to better prepare me for — yes — taking the APR exam later that summer.  She gave me an assignment, replied promptly to my questions, provided guidance, and was strict: I learned, among other tasks, that I must do a better job of defining my publics when preparing a strategic communications plan.

With Ms. Bonomi’s counsel and support — plus doubling down on my preparation — in June I visited the downtown Chicago Prometric Testing Center, completed the exam, and waited.  Note: Back then, candidates did not learn upon completing the exam whether they passed.  By becoming Accredited in 2004, I was the first member of my local chapter, PRSA Chicago, to earn the APR under the then new computer-based exam program.

The challenges I faced when pursuing Accreditation inspired me to help fellow PRSA Chicago members, well as any other communications professional who would commit to the Accreditation challenge. I’m proud to note that 18 other chapter members have earned Accreditation since summer of 2004, and I believe I worked with every candidate in some way — as a mentor, Panelist, or simply to clarify and explain the APR process.

Another “first” to note: I believe I was the first member of the Universal Accreditation Board (UAB) to serve after earning Accreditation through the computer-based exam process. In my two three-year terms on the UAB, I certainly gained a much greater perspective on the value Accreditation has for communicators who adhere to established principles like research, strategy, measurable objectives, and ethics. I recall contributing to the creation of the Online Study Guide and participating in meetings that resulted in the evolution of the Online Study Course.

In recent years, I’ve been inspired to observe how the Accreditation Knowledge, Skill and Abilities (KSAs) have evolved to keep pace with changes in modern communications, especially the impact of digital platforms over the past two decades.  (What some perspective? The now trillion-dollar online resource known as Facebook was founded 20 years ago.) And, I’m certainly inspired to learn that communications professionals from around the nation spanning the agency, corporate, governmental, military, and non-profit continue to find value and make the commitment to pursue Accreditation. 

What role will the APR program play in for communicators the years ahead?  I’m confident there will be continued interest among mid and senior-level professionals to earn Accreditation, and I’m inspired by the continued work being done to keep the KSAs relevant.  Personally, I remain active with PRSA Chicago; in honor of April APR Month, I participated in an April 25 Webinar on Accreditation and the PRSA College of Fellows with friend Joyce Lofstrom, MS, APR, Fellow PRSA.  And, I recently counseled a candidate and schedule that person’s Panel Presentation. 

Rest assured, I remain committed to Accreditation and plan to remain a champion of its value. If I need inspiration, all I have to do is read the words on the Certificate I earned 20 years ago. 

Now, let me put some thought into a future PRDude post topic for July.

Going “Two for Two” on April 18 PRSA Member Town Hall

The Town Hall Team from PRSA during the April 18 Zoom presentation.

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

Okay, I’m not making this up.  During the April 18 PRSA Member Town Hall, I had some success. Actually success “doubled.”

Let me explain. 

I joined the hour-long presentation — as I had done earlier this year, noted in this February 23 PRDude post — to gain insight into a range of developments within the organization and have the opportunity to pose a question. 

Well, I presented two questions and received a response to both.

First, let me offer a quick recap of sorts.  Participants (and there were close to 100 if I recall) heard from elected leadership and staff regarding the upcoming 2024 Icon Conference in Anaheim, opportunities to apply for membership on the Board of Directors, the status of the the Certification in Education for Public Relations (CEPR) program and more.  A member who recently earned the Accredited in Public Relations (APR) credential shared heartfelt insight on the challenges faced on her journey and the benefit gained. 

With around 15 minutes left in the Town Hall, I saw that participants were invited to share a question through the Zoom platform, so I did. The scope of my question: I learned (from a local colleague who participated in a recent PRSA Midwest District call) that the Society was aware a sizeable number of members earned Accreditation over the years, but have not completed the required Renewal procedures. In essence, these members no longer should be recognized as APRs. What was being done to address this issue?

PRSA leadership and staff on the Town Hall noted that the impact of the recent pandemic may have been a factor as to why some Accredited members let their credential lapse. Efforts were underway to contact these “delinquent” APRs and encourage them to complete the Renewal process, which is required every three years.  A sound and rational response; perhaps this post will build awareness for the need to renew Accreditation, get members to accept the value behind maintaining the credential, and then completing the process. 

Now, onto the second question addressed. 

Prior to the Town Hall, participants were invited to pose a question online.  My inquiry centered on — if memory is correct — what the Society was doing to encourage or inspire honest and accurate communications by members given the assuredly caustic situations that will arise in the upcoming national elections this fall. 

The response certainly was understandable: PRSA does not take sides on political issues. Still, I’m pleased that the subject was addressed, as guaranteeing the free flow of information is one of the Society’s Code Provisions of Conduct.  Well, to be more specific, the Code works to protect and advance “the free flow of accurate and truthful information.”  Italics are mine. 

I look forward to the next Member Town Hall; and rest assured, I will pose questions. 

 

 

 

Author and Storyteller Coach Rob Biesenbach Opens Up on Transition From Agency Life

Rob Biesenbach

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

Actually, Rob Biesenbach, the subject of today’s question and answer profile, made his mark in this space way back in 2014. As noted in this post, Rob led a compelling breakfast workshop on a subject now so equated with modern public relations — the art of storytelling. Since that day nearly a decade ago, I’ve connected with Rob at various events here hosted by PRSA Chicago and other organizations. Plus, I gain from reading his regular column published in the PRSA Strategies & Tactics magazine. A few weeks ago, we shared conversation on two subjects close to our hearts: The state of public relations and rock and roll.  When asked to join the roster of Q & A feature subjects, Rob did not hesitate. What follows are insightful responses to five questions delivered in Rob’s straightforward, evocative, and conversation style.

1. Your business centers on guidance designed to improve communication skills for business leaders. What prompted you to launch your own company?

The last time I worked for someone other than myself was as a VP at a PR firm. It was a great experience, but I found that the higher up I went in the agency, the less time I was able to spend on the actual work of creating, which is what I really love and which I’m best at. Instead it was about managing staff and client relationships, participating in meetings and task forces and all the other responsibilities that go along with upper management in any organization. So to get closer to the work, I decided to go out on my own and I’ve been doing that happily ever since. I spend most of my time now creating, whether it’s a new keynote speech, a workshop module, an engaging audience experience, a book, video or article.

2. Please offer a snapshot on the kind of services you provide.

I deliver keynote speeches, lead workshops and conduct one-on-one coaching with leaders who want to become more persuasive and authoritative communicators. That means helping them put down the PowerPoint, tell their story and communicate like humans should. So storytelling and presentation skills are my two big areas of concentration within the communication discipline.  I also write books that tens of thousands of readers have found helpful to their businesses, their careers and their lives. That last one is no exaggeration. A reader I met this summer at a workshop was in tears telling me how using my approach to crafting her story actually led to a huge revelation for her — about who she is as a professional and as a person. It was really gratifying.

3. Like many communicators, you had an impressive career in the agency world at Ogilvy and at the Ohio Attorney General’s Office. Do you miss working in more “traditional” public relations positions?

No. Even at the agency I wasn’t doing “traditional PR,” like media relations. My focus was on what was then a very non-traditional area: internal communications. It’s hard to believe now, but it was pretty unusual — even revolutionary — back in the mid/late ‘90s. In fact, we didn’t even know what to call this new thing we were doing. We named it “Workplace Communication.” But people inside the organization were slow to understand and embrace it. So I was a bit of an outlier anyway, which was another sign that my days in “traditional” PR were numbered.

4. One cool insight I learned is that you participated in the legendary Chicago improv group, Second City. How did your work there translate to work you do for clients or during speaking engagements?

First, I should stipulate that I studied for several years at Second City’s Training Center. So I was a student — not appearing on one of the main stages like John Belushi, Tina Fey, Keegan-Michael Key and other stars who got their start there.  But my time there led to an almost 15-year career as a stage, commercial and film actor — which I did on the side while running my business!  At some point in that journey it occurred to me that everything I was doing on stage and in front of the camera could be applied directly to the problems my business clients face. Both acting and business require us to communicate clearly and vividly, to tell stories, to bring energy to a room and much, much more.  So that became the basis of my speaking and coaching business: using lessons from the world of show business to help people succeed in their business.  In addition, the performance skills I learned have vastly improved my ability to present my content in a way that’s lively, engaging and fun. Finally, my intensive study of storytelling, which included two years of sketch and screenwriting, made me both a better storyteller and a better teacher of the storytelling craft.

5. Now, let’s get down to rock and roll! In a recent conversation, we learned we both are passionate about music. Please share thoughts on the most memorable concert you attended.

2012 was a big year for me. I was planning a December wedding (my first — and last!), while my father was in his final, sad stages of a years-long battle with Alzheimer’s Disease. A week before he died, I was with him in Washington. Then I returned to Chicago, where I had tickets to see Bruce Springsteen at Wrigley Field. It felt relatively trivial at the time, but it was life-changing. During one extended song, Springsteen repeated this refrain over and over: “Are you missing anybody?” Of course, foremost in his mind was his recently departed friend and band mate Clarence Clemons. But it felt like he was speaking directly to me (and probably thousands of others there that night). Then he said, over and over, like a mantra or a spell, “Think of who you’re missing, and let ‘em stand alongside you a while.” And honestly, for a moment it felt like my father was right there. A few songs later, the skies opened up and it started pouring down rain. It didn’t stop, and neither did Bruce. He kept right on playing, and he greeted the storm with the song, “Waiting on a Sunny Day.” It was like a cleansing ritual. Or a baptism. A week after the concert, my father died. Three months later, I got married. At the reception I gave a toast to my father, to my new bride and to our friends and family, closing with, “To the rainy days we’ve seen, and the bright, sunny days that always follow.” Then we played the song. It felt like closing one chapter of my life and starting another. My dream is tell Bruce this story one day.

Judging Influencer Relations: Insight Into This Ever-Expanding Practice in Modern Public Relations

Image courtesy of diggitymarketing.com.

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

Over the years, I have had the pleasure and honor to serve as a judge for public relations awards competitions hosted by Public Relations Society of America (PRSA) chapters from across the nation. Each year I look forward to this exercise for these reasons:

• I get first-hand insight into the latest strategic communications programs executed by agencies, companies, organizations, and governmental agencies.
• Judging awards lets me contribute to the advancement of the profession by helping to recognize campaigns that demonstrate best practices. 
• Serving as a judge contributes to the continuing education credits I need to maintain my Accredited in Public Relations (APR) credential.

It’s the first of these that is the focus of this post.

A few weeks ago, I participated as a judge for a PRSA Chapter that will remain nameless. Rest assured, it’s not PRSA Chicago, where I’m a member of long standing. To maintain confidentiality, that’s all I’ll say.

Initially, I judged campaigns centered on what assuredly is the general foundation of the communications practice that has evolved into public relations — media relations; and for the record I was very impressed with the strategies, research, execution, and results of the communications plans submitted. 

But as the competition deadline neared, managers asked if I could judge a category of modern public relations that — in all honesty — I did not have a great deal of experience in executing: Influencer relations.  

Let me clarify: I actually have never incorporated influencer relations, a relatively recent communications tactic, into a communications program. In fact, those of us charged with public relations may be at odds as to exactly what qualifies as “influencer relations.” According to this essay from July, incorporating an acknowledge “influencer” — someone who has cultivated a reputation for expertise or understanding of a particular subject, product, or topic mainly through an online presence — into strategic public relations is not a legitimate practice. The author offers some sound arguments, for sure.

(An aside: Back in 2021 I published this post with a perspective on how a post on the popular Nextdoor community site led to an onslaught — well at least for me — of replies, perhaps elevating me to “influencer” status.)

Back to my responsibilities as a judge. In reading the entry overviews, I found that the strategies behind selecting a particular influencer and incorporating that individual’s performance as a way to build awareness were rational and effective. I learned that there are various “levels” of influence. In fact, an article published by the marketing firm Kynship maintains there are 26 types of influencers!  The entries I judged mostly used influencers that can be categorized by the number of followers on Instagram. These ranged from the Micro (5,000 to 100,000) to the Mega (1 million plus.)

My key takeaway from this experience: The practice of public relations continues to evolve by incorporating advancements in technology and human behavior to reach objectives stated within the specific communications plan. 

Clearly, there’s much more I can learn about influencer relations. My recent volunteer judging experience helped open the door.