July Bulletin 2011


Detroit Chapter Public Relations Society of America  |  July 2011


Save the Date – 2011 Annual Meeting
Nov. 3, 2011; 6 p.m.
Grosse Pointe War Memorial
32 Lake Shore Rd
Grosse Pointe Farms, MI
More details to follow soon

Support our chapter and maximize your visibility with a PRSA-Detroit sponsorship

Looking for the best way to help your organization maximize its PRSA-Detroit membership? Consider becoming a sponsor for the 2011-2012 year. Check out this list of sponsorship packages that offer you both visibility and connection to all of our members.

Pitching technology journalists: What you need to know to maximize future media opportunities

Thursday, Aug. 11
8 to 9:30 a.m. – Panel discussion to follow breakfast and networking
Baker Tilly
One Towne Square, Suite 600 in Southfield (off the Northwestern Highway Service Drive between Lahser and Civic Center Drive)

Technology is evolving at lightning speed and its impact on society is far-reaching. PRSA-Detroit is hosting a media panel program featuring technology reporters who are on the front lines covering the latest trends. Some of the questions they will address include:

  • What will technology look like in the next year, five years and beyond?
  • What makes a technology story idea newsworthy?
  • How do these reporters determine their go-to experts?
  • How much advance notice do they require for new-product launches?
  • How do they like to be contacted?

Join PRSA-Detroit for an open-audience discussion with a diverse media panel, facilitated by Rich Donley, APR, Vice President of technology-focused firm Airfoil Public Relations.

Panelists include:

  • Matt Roush, Editor and Reporter, Great Lakes Innovation and Technology Report (GLITR), WWJ-AM 950
  • Tom Henderson, Reporter, Crain’s Detroit Business
  • Matt Myftiu, News Editor and Technology Columnist, The Oakland Press
  • Another panelist is pending

Cost is $10 for PRSA/PRSSA members and $20 for nonmembers. Make your reservation, via PayPal, at www.prsadetroit.org – you do not need a PayPal account to use PayPal.

Get your reservations in, space is limited.

If you have any questions, please contact Nancy Skidmore or call 248-545-6499.

Select Sponsorships Still Available for PRSA Open Golf Outing

Select sponsorship opportunities remain available for the 2011 PRSA Open, scheduled for Sept. 7 at the 18-hole Strategic Fox par-3 course at Fox Hills Golf and Banquet Center in Plymouth.

PR Newswire is returning as the Presenting Sponsor and General Motors is the Exclusive Automotive Sponsor. Corporate, Lunch and Refreshment sponsorships are still available.

PRSA Open sponsorships provide companies the opportunity to demonstrate their commitment to the public relations profession, to PRSA-Detroit and to the public relations students who will benefit from the scholarships funded with proceeds from the Open.

Corporate, Lunch and Refreshment sponsors will receive signage at the event, recognition on PRSA Detroit’s website and acknowledgement on Twitter and Facebook. Corporate sponsorship also includes a foursome in the event. Details on the sponsorship packages are available on the PRSA Open page on the chapter website.

If you would like to secure a sponsorship or need more information, contact Dave Bonkosky at 201-360-6555 or Tom Gubbins at 201-360-6740.

Register to Play

About a dozen foursomes already are slated to play, so it’s time to get a group together and secure a spot. At a price of $300 per foursome for golf, a barbeque lunch and drinks and hors d’oeuvres after play at one of the top par-3 courses in the country, the field is expected to fill up fast.

In an added feature this year, GM will have several of its most exciting new cars on display and available for test drives.

To sign up your foursome to play, contact Nancy Skidmore at 248-545-6499.

Walsh College Offers New Certificate Program

The Walsh College Business 360 certificate program introduces the fundamental business concepts and tools that can help individuals develop core competencies in business and management. This non-credit certificate program is a fast-track foundation for those who are seeking to learn business skills to complement their professional experience and who may not have a business degree. Business 360 is non-degree program with no admissions requirements, prerequisites, homework or tests. In addition, Walsh is offering a Non-Profit 360 with classes especially designed for non-profit professionals.

More information can be found here. For details on fall 2011 classes, contact Jan Hubbard.

Updating a Resume for 2011?

Check out the resume advice given by PRSA-Detroit’s own Mary Henige, APR, in The Wall Street Journal.

Below is a clip from the piece. The full article can be found on The Wall Street Journal’s website.

Q: I am a senior executive and haven’t looked for a job in more than 10 years. How can I make my résumé more current by today’s standards?

A: While the résumé as you know it from 10 years ago is still alive and kicking, there have been a number of modifications to it. No longer do job candidates simply present a Word document of their qualifications. Today, they need to craft a package both online and off to present to a prospective employer. This needs to include both a résumé and an online profile as well as an easy way for a prospective employer or recruiter to move back and forth between the two.

Don’t make assumptions. The job market is in a transition stage when it comes to applications and how they are submitted, says Mary Henige, General Motors’ director of social media and digital communications. Therefore, a lot of how you present yourself should depend on the hiring manager’s preference, she says. If you’re not sure what that is, it’s best to cover all of your bases. “I recommend that a candidate include both a link to his or her résumé and an attachment but to never assume it’s one way or another unless it’s clear,” says Ms. Henige.

And the winner is…..

Jennifer Flowers holding iPad

Jennifer Flowers, APR!

Flowers was awarded a brand new I-Pad by PRSA National for promoting the use of her APR on her e-mail signature and business card. She is shown boasting both her I-Pad and APR pin! Congratulations!

Senior Council Seeks Nominees for 2011 Hall of Fame and Hefty Award


The Senior Council is now accepting nominations for 2011 PRSA-Detroit Hall of Fame induction and the Robert Hefty Distinguished Service Award, honors that will be presented at the chapter’s annual meeting on Thursday, Nov. 3 at the Grosse Pointe War Memorial.

The Robert Hefty Distinguished Service Award celebrates a chapter member, APR not required, for outstanding years of service to PRSA-Detroit. This award is named in memory of longtime PRSA-Detroit board member and Bulletin editor, Bob Hefty.

The PRSA Detroit Hall of Fame is the highest recognition the chapter can bestow and recognizes a practitioner’s exceptional contributions spanning an entire career to the public relations profession, PRSA-Detroit and the community. Nominees who are Accredited Public Relations professionals and are of retirement age are given special consideration.

So, think about colleagues who’ve mentored you, provided sound career advice or you simply admire and help them get the recognition they’re due. Visit www.prsadetroit.org for additional information about both honors and to download nomination forms. Submit your nominees, by Thursday, Sept. 1, to Senior Council Co-chairs Pat Adanti-Joy, APR and/or Pam Young, APR.

PRSA-Detroit Bowls a Strike!


DTE's 3-time bowling champions

DTE Energy’s three-time bowling champions wear sombreros in honor of Cinco de Mayo. Will the team continue its reign in 2012?

During PRSA-Detroit’s third annual Strikes for Scholarships bowling event at the Garden Bowl, America’s oldest active bowling center, the chapter raised $3,500 for the PRSA-Detroit Scholarship Fund. And, as luck would have it, this year’s champions, DTE Energy, took the title for the third year straight.

“As a Durocher Memorial Scholarship recipient and now PRSA-Detroit member, it is wonderful to see the chapter expand its fundraising efforts to include both the Strikes for Scholarships and the Golf Outing,” said Jared Bryan. “PRSSA students truly value the investment that our members make through both of these events and our mentorship program.”

In addition to participating, many members agreed to take on the challenge of matching $50 for anyone making three strikes in the 10th frame, an effort that added $1,000 to this year’s total.

Since 1993, PRSA-Detroit has awarded roughly 30 scholarships totaling nearly $50,000. The recipients of this year’s scholarships will be announced at the Annual Meeting scheduled for Nov. 3.

Chapter Earns ECD Grant

PRSA-Detroit is excited to announce it recently earned a $200 program grant from the East Central District. The chapter will match the award to seed efforts to bring in acclaimed authors Amber Naslund and Jay Baer for a 2011 program to discuss their popular book, The NOW Revolution.

It’s more than just a public relations or a social media book. Every businessperson can benefit from The NOW Revolution, which sees every customer as a potential reporter and every employee is a potential spokesperson. It’s not a threat, it’s an opportunity. The book outlines how you can retool your organization to capitalize on real-time business.

e couldn’t have earned this grant without the support of SMCD Past President David Murray and Nikki Stephan of Identity Marketing & Public Relations, who splits her professional association time between PRSA-Detroit, SMCD and several other local organizations.

As many of us know, bringing in national speakers can be a pricey endeavor. We’re excited to use this funding as a jumping-off point for a great collaboration with SMCD to raise additional funds to help Amber and Jay get to Metro Detroit. If anyone is interested in assisting our efforts, please contact Jennifer Marsik Friess, 248-974-3880.

Member Profile: Lynne Meredith Schreiber, Your People LLC

Lynne Meredith Schreiber

Lynne Meredith Schreiber

Owner and Chief Creative Officer, Your People LLC

How did you get the job?
After 15 years as a journalist, I created Your People in 2007 to offer PR, Marketing and Business Development for small businesses. We build business by building relationships – with the media, with customers, and with the public.

Why did you go into pr/marketing/communications/advertising?
As journalism was so rapidly changing, I tried to find a way to channel my innate storytelling abilities and love of people and their passions and talents into work with and for businesses. Truth be told, I did not intend to go into PR – given the reticence that media people and PR people have to cross that invisible line. But my first client, Hiller’s Markets, asked me if I could handle their PR and I thought, “Why not?” I’d been pitching national and local media for 15 years, successfully, and now it was even better – I could pitch a fantastic story to a bunch of media outlets and they could all take it. When I was the writer looking for an assignment, I could only take it from one outlet.

What’s your dream job in our field?
If I could work only with food clients, I would. And yet I hesitate to say that because all of my clients are so interesting and unique and dedicated to realizing their dreams. I love being a part of helping them do that. But I spent a number of years writing about food for the nation’s largest foodie mags and I would love to focus solely on the ways people nourish one another, the art in the culinary craft, and the flavors of our communities.

Not including your current position, what was another favorite job or career highlight of yours?
I also teach English as an adjunct professor – currently at University of Detroit. I love being on a college campus and discussing words and sentences and the meanings of things with students.

If you weren’t in the pr/marketing/communications/advertising field, what would you be doing?
Writing books.

What was your biggest success in 2010?
Growing so big as to have to hire staff. And better than that, finding the three most amazing team members to take my company to entirely new levels.

What do you wish you could do over from 2010?

If you could accomplish one professional goal in 2011, what would it be?
Spend one hour every morning, before I begin my work day, writing the novel I’ve been dying to write for the past five years.

What/who has the biggest influence on your career?
My father. An entrepreneur himself, in the scrap metal industry, my father is the epitome of being calm and cool in the face of challenge, and he is incredibly savvy in his field. He has always followed his passion, never stands for nonsense, and has incredible compassion for others. We have lunch every week, and I call him whenever I need business advice or a pep talk.

What one piece of advice would you give to someone just starting out in our field?
Be authentic. Too many people focus on pleasing everyone and being nothing to anyone. We can please clients and please producers and editors and reporters without selling our souls – and remain genuine, sincere people who are trustworthy.

Any professional role models?
Paul Saginaw, co-owner and co-founder of Zingerman’s. Paul’s collective approach to business – where everyone counts and everyone’s voice is heard – is right-on. He invited me to take part in his entrepreneurial club, where I mapped out my business plans, and I check in with him periodically. He is very giving and selfless and builds his business on the principle of there’s enough to go around and everyone deserves a fair shake.

If you could have coffee or drinks with anyone, living or dead, who would it be and why?
Asher Lev, the fictional main character in Chaim Potok’s novel, My Name is Asher Lev. An artistic genius from a Hasidic Jewish enclave in the mid-20th century, this character follows his passion for art, even as it means being exiled from his community. He never relinquishes his beliefs but rather reconciles his talent with his community’s ways, and allows himself the freedom to think for himself, even while others judge him mercilessly and out of fear. Potok is a masterful writer who builds characters who are complex and grapple with the conundrums in life without abandoning the rituals they’ve always known. Perhaps it’s Potok I want to meet for coffee!

Board Perspective

Board Perspective is a column written by the PRSA-Detroit Chapter president or a member of the chapter’s board of directors.

Make It Happen

By Jennifer Wilt, APR

Jennifer WiltI’m a daydreamer. I dream about the places I’ve been and I dream about where the road I’m on will take me. When I look back, I’m amazed at the things I’ve been able to accomplish. When I look forward, there are many challenges ahead, but in them I see great opportunity.

Life is what you make of it, and your career is no different. When I was laid off at the end of 2008 due to the impact of the financial collapse, I was so grateful for the road I had traveled – I knew that my education, my work experience and, most of all, the professional network I built through my involvement with PRSA-Detroit would land me that next job, and it did. Through a connection I made at PRSA, I secured an opportunity with a PR agency in 2009. It was an amazing growth experience both personally and professionally. But internal communication is my passion, so when I was recruited by another PRSA connection to lead internal communication for a Tier 1 automotive supplier, I jumped at the opportunity to further develop my career down that path.

I credit my involvement in PRSA as one of the major reasons I was able to secure employment in one of the toughest job markets I’ve experienced, but only because I pushed myself to make it happen. Like many new professionals, when I first entered the workforce my professional network was practically non-existent. But I was eager to connect with others and was thirsty for knowledge, so I joined the PRSA-Detroit chapter.

I’ll never forget the first program I attended. There I was a young professional who didn’t know anyone. I felt out of place. I was intimidated by the (seemingly) seasoned crowd of PR professionals, mingling with their groups of friends. I must have looked quite lost when Scott Simons, then chapter president, came up and introduced himself to me. I felt so welcomed by the fact that he took the time to talk to me. It was energizing, and I was eager to meet more people. But it wasn’t easy.

I knew that if I was going to make it happen, I had to get involved. So I joined the 2008 PRSA International Conference host committee and quickly found myself volunteering for co-chair on two subcommittees. It was an amazing experience. I met so many new people, made some great friends and learned so much along the way.

After the conference ended, I wanted to stay involved. So, I made it happen. I stayed in touch with chapter leadership, and when I was asked to serve as a co-chair for the 2010 PRSA Michigan Conference committee, I jumped at the chance. Now, I’m serving round as a co-chair for the 2012 PRSA Michigan Conference committee and am also serving on the PRSA-Detroit board of directors.

I cherish the relationships I’ve built with respected professionals in the industry. I’ve found tremendous value in the educational opportunities of PRSA programs. I’ve attended several programs that were very timely and relevant to the projects I was tackling at work. I’ve learned about other areas of PR that I had little knowledge about. And in 2010, I pursued and achieved my Accreditation in Public Relations (APR), which has strengthened my ability to be an effective and strategic leader.

I want to congratulate all of the candidates who passed their APR readiness review in May and are now working diligently to prepare for the exam. I also want to encourage those interested in pursuing their APR to seriously consider it. The process is a challenge but it is very rewarding.

And to the new professionals who are just branching out, starting their career path and building their professional network. Take advantage of the resources and opportunities PRSA has to offer. Your financial investment into membership and your time investment into attending programs or joining a chapter committee will reward you beyond measure.

You can make it happen.

PRSA-Detroit Launches 2011 Ethics Honors Code Program and Renewal

The PRSA-Detroit Ethics committee is proud to announce the launch of its 2011 Ethics Honors Code Program and Renewal certification process.

Enroll today and join the 137 members who earned certifications in 2010, which demonstrates they abide by the PRSA Code of Ethics in their communications practice. The program is designed to help keep ethics top-of-mind among members and promote ethics education.

Applicants will receive an easy-to-use “toolkit” containing a variety of ethics resources and information to review as an individual practitioner or in a group setting within a larger organization.

After the materials have been thoroughly reviewed, participants must sign and submit a copy of the PRSA Member Code of Ethics pledge to Linda Hagan, Ph.D., APR, Professor, Director, Doctor of Management in Executive Leadership Program for Walsh College. All pledges must be received by Sept. 30.

Certificates will be presented at the chapter annual meeting in November.

Renewing your Ethics Honors Code Certification

If you received your certification in 2010 and are interested in renewing it, contact Linda Hagan, Ph.D, APR.

Certification renewal requires participants to review, as an individual practitioner or as part of a larger organization, all of the 2011 and the August and September 2010 Professional Standards Advisories on the PRSA National website.

Once reviewed and discussed, participants must sign and submit a copy of the PRSA Member Code of Ethics pledge by Sept. 30, 2011. To renew your certification, enroll or request additional information, contact Linda Hagan.

Renewal certifications will be presented at the annual November chapter meeting.

Worth Noting

Curt McAllister was presented with the Ferris State University “Distinguished Alumni Award.” The Award is bestowed on individuals who demonstrate leadership and service to their profession, community, service organizations and alma mater.

Franco Public Relations received a IABC Detroit Renaissance Award of Honor for its social media efforts on behalf of Panera Bread’s Day-End “Doughnation” program. The Day-End Doughnation program donates unsold bakery products to local food banks and charities at the end of each day. Additionally, the company added several new clients, including Applebee’s Neighborhood Grill & Bar®, Buddy’s Pizza, Detroit Regional Chamber and Fraser Eye Care Center and the Eye Care Center of Port Huron.

Barbara Lewis, APR, director of communications at Lutheran Social Services of Michigan, received an Award of Excellence in the 2011 Apex Awards for Communications Excellence for a video series designed to introduce new employees, volunteers and friends to the organization. You can watch the videos HYPERLINK “http://www.lssm.org/LSSM/Page.aspx?pid=719” here.

Eisbrenner Public Relations has promoted Ashley Van Horn to senior account executive. Van Horn provides support to Dana Holdings Corp., M-1 Rail, Priority Health and Robert Bosch LLC, as well as overseeing the firm’s Outside the Book university outreach program. The company also promoted Jared Bryan to assistant account executive. Bryan provides support to several clients including Robert Bosch, Linamar Corp. and Walsh College.

McConnell Communications and Clear Channel Airports (CCA) have been selected to partner with Wayne County Airport Authority to create a dynamic “Community Showcase” Program to be featured throughout Detroit Metropolitan Airport. The advertis ing program, created by CCA, will offer local and regional businesses the opportunity to reach the 30-plus million passengers who utilize the airport annually.

New members

Susan Bergensen
Flagstar Bank

Vijay Iyer

Jacquelyn Lange

Oneika Mobley

Rachel Partain

Eve Pidgeon
Trinity Health

Anne Roberts

Daina Salayon

Loren Sztajer
Ally Financial

Angela Zott
Inteva Products


Calendar of Events

Sept. 7 – PRSA Open – 11:30 a.m. at the Fox Hills Golf and Banquet Center, 8768 North Territorial Road, Plymouth

Nov. 3Annual Meeting – Save the date for the PRSA-Detroit Annual Meeting. The event begins at 6 p.m. at Grosse Pointe War Memorial, 32 Lake Shore Rd. Grosse Pointe Farms Additional details will follow in future issues.