Jan. 31 breakfast meeting to focus on measuring social media programs

Social media now sits side-by-side with media relations as a critical tool in the PR practitioner's toolbox, but its execution and measurement continue to be highly debated. In fact, the recent PRSA Detroit member survey revealed that social media is the most-requested program topic.

Presented by the PRSA Detroit Social Media Committee, this program will tackle social media through case studies from our colleagues at Airfoil Public Relations and Identity. Airfoil and Identity will present examples of how they develop social media plans, track these plans side-by-side with other PR efforts and measure results.

On the B-to-B side, Deana Goodrich and Tonja Deegan will talk about Airfoil's work with Faurecia North America. Faurecia's initial hesitation turned to endorsement with wins including a reporter relationship-building case study from the LA Auto Show. They'll also talk measurement across other client projects.

Covering B-to-C, Identity staffers Brandon Chesnutt and Nikki Little and Verizon Wireless Midwest Area's Michelle Gilbert will discuss Verizon's social media efforts in 2011: Strategy, measurement, highlights, results and aligning social media with traditional PR efforts.

Speakers:

Deana Goodrich is a senior account executive with Airfoil Public Relations, fulfilling day-to-day account management responsibilities for several clients, including Faurecia North America and a wide range of automotive and manufacturing technology clients. Her areas of expertise include social/digital media, media relations, research, event planning, strategic counsel and executive media training.

Tonja Deegan is the digital and social media director in the Client Solutions Group at Airfoil Public Relations, where she manages digital and social media strategies. She writes and manages the Airfoil blog and the SEO strategy for the agency. For the agency, she guides colleagues and clients alike in social media netiquette and guidance in emerging social networking platforms. Tonja has more than 12 years of experience as a journalist and more than eight years in digital public relations.

Brandon Chesnutt is the social media director at Identity and is responsible for directing the firm's social media practice group, as well as providing clients with strategic counsel and support. He works with organizations of all sizes, ranging from startups to national consumer brands, to help them navigate the social Web and integrate new technology into their business operations.

Nikki Little is a social media strategist at Identity. She focuses on integrating social media strategy with traditional communications efforts to help companies build brand awareness, create new customer relationships, grow their businesses, monitor relevant online dialogue and engage in direct conversation with online audiences.

Michelle Gilbert has 21 years of PR experience in metro Detroit, having worked both at an agency and for the past 12 years at Verizon Wireless. She handles all media relations, community relations and internal and external communications for the company's Michigan/Indiana/Kentucky region.

The cost is $10 for PRSA/PRSSA members and the nonmember rate is $20. Make your reservation, via PayPal, at www.prsadetroit.org. You don't need an account to use PayPal.

Please direct questions to Nancy Skidmore, or call 248-545-6499.

Ofield Dukes Diversity Summit coming Feb. 16 at WSU

Join us for the Ofield Dukes Diversity Summit Feb. 16 at Wayne State University in Detroit from 8 a.m. to 1:30 p.m. Serving as an educational forum for frank, stimulating conversation, expand your tactical skills as they relate to diversity and the public relations professional.

In addition, we will pay tribute to the late Ofield Dukes, APR, Fellow PRSA – a distinguished PR professional, educator and journalist.

Presented by PRSA Detroit, The Wayne State Department of Communication and General Motors. Stay tuned for more information.

PRSA 2012 Michigan Conference coming May 17 in Novi

Development of this year's state conference is well under way, with exciting keynotes and breakout speakers to be announced shortly.

CommLab is sure to be a conference like never before with more interactivity, more diversity of topics, more networking opportunities and more value than ever before.

Sponsorships are still available, but going fast. Contact Don Tanner at dtanner@tannerfriedman.com or 248-626-0006 to learn more.

Thank you to the following sponsors who are already on board:

General Motors Co., Oakwood Healthcare, Inc., Marx Layne & Company, Crain's Communications, DTE Energy, Airfoil Public Relations, Tschetter & Associates, Marketwire, Johnson Controls, Inc., Tanner Friedman, Identity, Eisbrenner Public Relations, Starrconstand Business Communication, Trinity Health, Hermanoff & Associates, Henry Ford Health System, Arbor Oakland Printing, On Location Photography, Digital Alliance and Powermat.

From the President's Desk

By Jennifer Flowers, APR

I am thrilled and honored to be following in the footsteps of so many public relations professionals and mentors who have led PRSA Detroit over the years as chapter president.

It is amazing to think I have been involved with PRSA for almost 20 years, starting with my PRSSA days at Michigan State, where I served as chapter president under our beloved advisor Ned Hubbell (for whom the MSU PRSSA chapter is now named). PRSA has molded my public relations career and helped me become the person I am today.

For any PRSA Detroit members who have sat on the sidelines a bit regarding chapter involvement, this year may be your year to join a committee or lead a program. Like any membership organization, it is the membership’s talent and passion that drives the success of PRSA Detroit. We need you! Please contact me at JFlower3@hfhs.org or our chapter administrator Nancy Skidmore at NSkidmore@earthlink.net to find out the best way to become more engaged.

As we start a new year, I want to pause and reflect on the past year in PRSA and give special thanks to our Immediate Past President Susan Ferraro, APR. She led the chapter with class, grace and tremendous commitment to standards of excellence and ethics. So much work of the chapter president is behind the scenes, and Susan worked tirelessly to ensure our chapter members’ needs were being met.

We also owe a great deal to the 2011 PRSA Detroit Officers, Board of Directors and Committee Leaders. Special thanks to our outgoing board members Jocelyn Allen, Rich Donley, APR, and Jessica Killenberg-Musik, APR, who have and will continue to contribute significantly to PRSA Detroit and our community. Last but not least, our chapter administrator Nancy Skidmore is our chapter’s guiding light who ensures our chapter operations run seamlessly and to the benefit of all members.

Looking forward to 2012, it is going to be an exciting, meaningful year with many fresh faces as chapter leaders and our new theme for the year — Embracing Diversity. Not just diversity in race and ethnicity, but also in regards to type of PR professionals, age, and other characteristics that make up the diverse communities in which we all work.

Diversity is something I’m very passionate about, especially given my communications work at Henry Ford Health System around improving health care equity and eliminating disparities in the health care experience.

We have changed the name of the chapter’s Multicultural Committee to the Diversity Committee. This new name better reflects PRSA National’s structure and also the new, more broad focus of the committee.

Another significant change and announcement I made regarding the chapter’s commitment to diversity at the Annual Meeting in November is the first annual Ofield Dukes Diversity Summit presented by PRSA Detroit, The Wayne State Department of Communication and General Motors. The summit will take place the morning of Thursday, Feb. 16 at Wayne State University in Detroit. Details and speaker lineup are still evolving. Save the date and stay tuned!

In addition to the Diversity Summit, a second exciting chapter event in 2012 will the biennial Michigan state conference on May 17 at the Sheraton Hotel in Novi. This conference is always a “can’t miss” event and draws communications professionals from around the state of Michigan. Stay tuned to the chapter website, newsletter, social media channels and email for upcoming monthly events throughout the year.

I want to end my first column as president with a tribute to the illustrious Ofield Dukes, Fellow, APR, the Diversity Summit’s namesake, PR legend, and Wayne State graduate, who unfortunately passed away in December. As a PR leader, journalist and educator, Dukes blazed a trail for minorities in all three fields. Chapter members are encouraged to read Mr. Dukes’ full biography. Fellow chapter leader Jocelyn Allen and I had the honor of sharing the news about the Ofield Dukes Summit with him in November, just before his passing. He was thrilled about the honor and I know he will be with us in spirit when we honor his legacy in February.

Thank you for trusting with the privilege of leading the chapter this year. Let’s make it an unforgettable year in the history of our chapter!

Member Profile: Jennifer Flowers, APR

Name: Jennifer Flowers, APR

Position/Employer: Sr. Public Relations Officer,
Henry Ford Health System

How did you get the job? I was introduced to Rose Glenn, APR, senior vice president of communications and chief marketing officer at Henry Ford Health System by several of my public relations mentors who knew Rose and they encouraged me to apply for a job opening at Henry Ford. I also believe my APR credential allowed me to transition from the automotive and advertising industry into the health care industry as it was a stamp of credibility universally recognized across industries.

Why did you go into
PR/marketing/communications/advertising? I like to write but I also like to develop communications strategy and coordinate projects, so my high school newspaper staff advisor encouraged me to consider public relations as a career.

What’s your dream job in our field? I love dance and the arts, so I suppose being the PR Director at the New York City Ballet or another dance company would be interesting. But, I do really love my current job at Henry Ford and working in health care is really rewarding and interesting.

What was your biggest success in 2011? Being elected the president for PRSA Detroit in 2012. Also, helping to successfully open Henry Ford’s newest medical center in Dearborn – Henry Ford Medical Center Ford Road.

What/who has the biggest influence on your work ethic? My mom is an R.N. and has an incredible work ethic. In fact, she inspired me to consider public relations in the health care industry.

What one piece of advice would you give to someone just starting out in our field? Get involved immediately in PRSA–not just as a paying member, but become active and build relationships.

If you could have coffee or drinks with anyone, living or dead, who would it be and why? I would love to have coffee or drinks with Bono, the lead singer of the rock band U2 as I’m a fan of his music but also admire his dedication to providing assistance to Africa and his philanthropy work.

Worth Noting

Eisbrenner Public Relations has promoted Ashley Van Horn to senior account executive and Jared Bryan to account executive. Annie O’Dell and Alex Sherbow have joined the agency as account coordinators. The firm was recently one of 48 metro Detroit companies named a “Cool Place to Work” by Crain’s Detroit Business.

Patricia Radice is now the managing editor of Radiation Research at Indiana University Medical School in Indianapolis.

PRSA Detroit Past President Susan Ferraro, APR, has become the Director of Public Relations at American House Senior Living Communities. Susan can be reached at sferraro@americanhouse.com or 248-203-1800 ext. 239.

Ways to Get Involved and Engaged with PRSA

• PRSA is running a “Public Relations Defined” initiative to modernize the definition of public relations. Members can provide their feedback regarding three potential PR definitions to PRSA through Jan. 23. PRSA will then aggregate and analyze the feedback in preparation for a second “Definition of PR” summit meeting with its international partners, from which three final definitions will arise for voting by the profession.

• PRSA Detroit is seeking 2012 committee members and a Bulletin chapter newsletter chairperson. Contact Nancy Skidmore at 248.545.6499 or nskidmore@earthlink.net if you are interested in getting involved.

Welcome new members!

Christina Biache
Chrysler Group LLC
Cb514@chrysler.com

Katherine Cockrel
katherine@theimgexperience.com

Michelle Gilbert
Verizon Wireless
Michelle.gilbert@verizonwireless.com

Kimberly Harry
Ford Motor Company
kharry1@ford.com

Katie Hepler
Chrysler Group LLC
Katie.hepler@chrysler.com

Susan Jackson
BASF Corporation
Susan.jackson@basf.com

Tiffany Jones
Detroit Medical Center
tmjones@dmc.org

Michael Steigmeyer
University of Michigan Health System
msteigm@med.umich.edu

Vicki Suder
Oakland County Community Mental Health Authority
suderv@occmha.org

Andrea Zimmerman
Aj_z_21@hotmail.com

Upcoming Events

(Please see related stories in this issue for the first three events.)

Jan. 31: Social Media Case Studies: Measuring Success in Business-to-Business and Business-to-Consumer Programs, 8 to 9:30 a.m., Cliff Bell’s, Detroit.

Feb. 16: Ofield Dukes Diversity Summit, Wayne State University, Detroit.

May 17: PRSA 2012 Michigan Conference,
Sheraton Hotel, Novi.

Aug. 14: Golf outing: 2012 PRSA Open, Sycamore Hills Golf Club, 48787 North Avenue, Macomb. More details to follow.