 Detroit Chapter Public Relations Society of America | May 2011
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We all love deadlines, right? The Bulletin Committee is joining in on the deadline fun, and has set a cutoff for copy on the 15th of the preceding month. For example, the deadline for the June Bulletin is May 15, July Bulletin deadline is June 15, etc. Also, the Programs Committee will solicit business cards at events from those who would like to be the subject of an upcoming Member Profile, a new feature that was introduced in the February/March Bulletin. Spots are filling fast, so if you’d like others to get to know you better, and help meet the goal of creating a friendlier chapter, hand in your biz card at an event to a Programs Committee member or contact Bulletin co-chairs Jared Bryan and Ilene Wolff. PR Newswire and GM lead the course as major sponsors of 2011 PRSA Open to be held Sept. 7 While tee time is still months away, plans for the PRSA Open are off to a great start with the signing of two major sponsors. PR Newswire will return as Presenting Sponsor for the second year and General Motors has stepped up to a major role as the Exclusive Automotive Sponsor, a custom sponsorship developed to recognize the automaker’s significant level of support. “It’s great to have PR Newswire return as the Presenting Sponsor,” said John Austerberry, APR, chapter treasurer and co-chairman of the PRSA Open Committee. “They have been stalwart supporters of PRSA-Detroit and they stepped forward last year to help us get the Open back in business after a year’s hiatus due to economic conditions.” Austerberry also thanked GM for seeking a role as a prominent supporter of the Open. “GM stepped forward looking for an opportunity to support the event in a significant way and I’m happy that we were able to create the Exclusive Automotive Sponsorship to recognize the company’s generosity,” he said. “Getting this early support from GM and PR Newswire establishes a good foundation for the success of the Open – which ultimately is measured by the scholarships that are funded from the proceeds of the event.” Additional sponsorships remain available, including: Corporate Sponsor, $500; Refreshment Sponsor, $300; Lunch Sponsor, $200; and Hole Sponsor, $50. Details on sponsorship opportunities and benefits will be available soon on the chapter’s website. The 2011 Open will be Wednesday, Sept. 7 at the Strategic Fox course at Fox Hills Golf and Banquet Center in Plymouth. The Open will feature a barbecue lunch, 12:30 p.m. shotgun start, beverages on the course and light hors d’oeuvres with beer and wine after play. May 11 free event: Panel to discuss Wednesday, May 11 In addition to traditional channels, communications professionals have added social media to their toolbox. We are talking in increasingly small sound bites, but:
Social Media Club Detroit, IABC Detroit and PRSA-Detroit have assembled a panel to discuss what’s changed, what remains the same, and how the panelists are adapting to two-way virtual communications. Join them for “Communications Strategy in a Social Web World” from 6:30 p.m. – 8 p.m., Wednesday, May 11, at Federal Mogul, 26555 Northwestern Highway in Southfield. Moderator:
Panelists:
This event is free, but you must RSVP to Nancy Skidmore or 248-545-6499 if you’d like to attend. If you Tweet about or from the event, please use any or all of the following: #IABCDetroit, #SMCD, #PRSADetroit. Speaker Bios: In addition to presiding over PRSA-Detroit and running her own PR firm, Susan Ferraro, APR, recently received the 2011 Alumni Achievement Award from the Wayne State University Department of Communications and the James M. Measell Chapter of PRSSA (see related article in this issue). After nearly 19 years as executive producer for the UAW, John Hammond retired in 2009, reopened his production studio and has been making documentaries and commercials ever since. He is an award-winning producer/director, with an Emmy for producing a documentary about the life of legendary UAW president Walter Reuther. Along with his wife Katherine, Hammond is producing a documentary about people who blog and love Detroit. Mary Henige, APR, has held a variety of communications positions in her 24 years with GM. In her current position, she leads the automaker’s strategic social media efforts including external blogs; senior leader web and Twitter chats; Facebook fan pages; and other social web activities. Mark W. Smith has worked at the Detroit Free Press since 2007. He graduated from Central Michigan University with a degree in photojournalism. Nikki Stephan is a public relations professional and social media strategist at Identity Marketing & Public Relations. She is a member of or involved with PRSA-Detroit, Social Media Club Detroit, Tweetea, FutureMidwest and Girls in Tech Detroit. Stephan also serves as the Help a PR Pro Out Michigan champion, is a contributing writer for Metromix Detroit, manages and frequently contributes to Identity’s blog, id tags, and is an advisory board member for Operation: Kid Equip. Space … the final frontier for Programs Committee PRSA-Detroit has a need for free or very low-cost venues for its programs. If you have space at your business that would accommodate up to 60 people, or if you have a suggestion for one, please let Programs Committee co-chairs Jennifer Marsik Friess and Elizabeth Robbins know. If you make available a meeting room or auditorium where you work, we offer the value-added option of your brief presentation about your workplace at the start of the event and a mention and link to your website in the Bulletin.
Name: Andrea Stapleton Position/Employer: Marketing programs manager, Signs Now, a division of Allegra Network How did you get the job? I joined the Allegra Network team in 2005, fresh out of college, as a communications coordinator. In 2010, I was promoted to PR/Communications coordinator. At the end of 2010, the marketing programs manager position within our sign division opened up. I interviewed for the job and got it! How long have you been in pr/marketing/communications/advertising? Why did you choose this field? Since 2005. I think what attracted me most to this field is the whole strategic approach involved with developing and implementing a communications plan. I love how all of the pieces come together, and enjoy all that is involved, from the research phase all the way to evaluating a campaign to see if it’s successful. What’s your dream job in our field? I would love to work in fashion PR/publicity in New York or Miami. Not including your current position, what was another favorite job or career highlight of yours? I really enjoyed my position as the PR/Communications coordinator at Allegra Network. I was able to become more involved with the company’s social media strategy and learn about using social media to build brand awareness. In addition, I provided support to our franchise members as they began to develop their social media strategies. If you weren’t in the pr/marketing/communications/advertising field, what would you be doing? Probably something music related. I love different genres of music and am currently learning how to play acoustic guitar. I’m also getting into DJing. What was your biggest success in 2010? For me, I’d have to say my promotion to marketing programs manager. What do you wish you could do over from 2010? Honestly, I don’t think I’d want to do anything over. I’m a firm believer in “no regrets” and that “everything happens for a reason.” Everything I have done up to this point has furthered my development personally and professionally. All in all, 2010 was a pretty good year. If you could accomplish one professional goal in 2011, what would it be? Since I just graduated with my master’s degree in Organizational Communication/PR, I’d like to obtain a certification in social media. What/who has been the biggest influence on your career? In terms of who, my husband and parents have always been very supportive and encouraging throughout my career. Falling into the category of “what” would be my past affiliation with IABC and my new membership with PRSA. I’ve been introduced to a variety of topics that are relevant to the PR industry through meetings and networking events, and I’ve learned more about emerging trends. What one piece of advice would you give to someone just starting out in our field? Be able to multi-task effectively, and be detail oriented. This industry can move pretty quickly, so it’s important to make sure all facts are straight and verified to avoid any type of miscommunication. Any professional role models? Dr. Donyale Padgett, an assistant professor at Wayne State University. She has an extensive knowledge base in PR, crisis communication and consultative services. She has been an amazing instructor and I’ve enjoyed learning from her throughout my graduate career. Editor’s note: Coincidentally, Dr. Padgett is featured in the diversity story that follows this profile. If you could have coffee or drinks with anyone, living or dead, who would it be and why? Hmmm … that’s a tough one. I think I have to go with Oprah Winfrey. I remember watching her talk show with my mom growing up. That woman is amazing and so driven, not to mention a huge philanthropist. In addition, she just seems so genuine and down-to-earth. I think those can be difficult qualities to find in today’s celebrities. Detroit-area PR professionals divided on diversity By Schanel Moses When it comes to thinking an ethnically diverse workplace is important, Detroit-area PR professionals are about evenly split. So say the results of a recent study by Weber Shandwick Detroit and the University of Michigan. It showed that almost half of respondents feel that an ethnically diverse workplace is not important or only somewhat important, while the other half believes it is very important.
The panelists were: Stephen Shivinsky, APR, vice president, Corporate Communications & Public Relations, Trinity Health System; Donyale Padgett, Ph.D., communications professor, Wayne State University; Miesha Krueger, account director, Weber Shandwick; and Michelle Nash, marketing assistant, Clark Hill, PLC. Jocelyn Allen, director of Public Affairs & Corporate Communications, OnStar, and PRSA-Detroit board member, moderated. Panelists were surprised that 80 percent of Metro Detroit PR practitioners indicated that their employers do not actively recruit and retain ethnically diverse talent. “Eighty percent is astounding to me in this day and age,” said Shivinisky. “I couldn’t believe that’s the opinion out there.” The numbers are disturbing, especially since studies have shown diversity is good for business. According to the University of Michigan Institute for Social Research, a diverse workforce enhances team morale, increases productivity and creativity, and improves the retention of ethnically diverse talent. Why aren’t more companies proactive in hiring diverse talent? It’s not for lack of will. “We get calls from organizations asking how they can increase diversity in their organizations. Organizations don’t know how to do that,” said Padgett. Some workplaces are taking steps to cast a wider net to recruit talent. GM actively participates at local PRSSA and Black Public Relations Society events, while Weber Shandwick created The Social Circle, a mentoring program designed to introduce students at Southfield High School to PR. Retaining minorities can be equally challenging because many in those groups feel as though they are relegated to the background. “The biggest obstacle is getting a seat at the table,” said Padgett. One telling detail in the survey: 75 percent of respondents said that leadership in their communications department is not ethnically diverse. “We often tell PR students, as counselors, we want to be a part of ‘the dominant coalition’,” said Padgett. “As PR practitioners, I can liken that same thought to ethnic diversity. Are we including diverse people at the decision-making table?” Inclusion was a recurring theme throughout the discussion. The majority of survey respondents indicated that respect for diverse opinions and minority employees are most significant in the workplace, followed by an equal male/female ratio and bilingual skills. However, diversity is more complex than the number of minorities working for an organization. “You don’t want to make it about quotas,’” said Nash, who is African-American. “But the company must embrace diversity. Are you giving me the same assignments, the same pay, the same opportunities for promotion and advancement?” Equal opportunities, as well as valuing different opinions and beliefs, are crucial to diversity. However, Padgett warned, diversity can become the new code word for tolerance. The profession should strive for multiculturalism instead, she said. “Multiculturalism is acceptance and understanding.” Although every member of an organization should be an advocate for diversity, panelists agreed that the leadership team should be held accountable. Leaders should constantly ask “What am I doing to build diversity?” An obligation to be ethical
By Don Tanner
One of the goals of our current President Susan Ferraro, APR, is to advance an understanding of our industry through information and education. It was in that spirit that I spoke recently at the 2011 Central Michigan University PRSSA Conference on the topic of ethics – something we all must consider in the real world and in our careers each day. How we conduct ourselves – with colleagues, clients, the media and community at large –defines us. Hope Brown, APR, co-chair of the PRSA-Detroit Ethics Committee, developed and put in place in 2010 a program and exercise designed to define ethical standards by which every public relations professional should operate. Kudos to her, her group and everyone who took part in the initiative. So, how do we treat and interact with the audiences mentioned above? Do we operate with honesty, integrity and transparency? At Tanner Friedman, an agency I started with my partner Matt Friedman, we are staunch proponents of teamwork, professionalism and empowerment, all put forth on our website in “What We Stand For.” Matt and I wrote this along with our Mission Statement before doing anything else when forming our company nearly five years ago. With colleagues, do we give credit where credit is due or do we throw them under the bus? Do we support our employees’ career paths with direction and open dialogue or do we attempt to keep them “in a box” and controlled? When a client issue arises, do we provide internal support and problem-solving counsel to our team members or do we instead try to assign blame in deference to the paying client? Regarding clients, do we truly provide strategic counsel or just tell the customer what he wants to hear, even if it is not in his best interest? Are we totally transparent when it comes to dynamics related to retainer vs. project vs. hourly fees, and team member transition and conflicts? We’ll never take on a competing client, yet others have been known to do this as well as pad hours and, as such, outright lie. Unethical approaches all. And, where media are concerned, what would you say is the most important dynamic of interacting with them? Securing placements for our clients? I would argue that, rather, it is about building and maintaining trust through professional interaction; respect for the in-basket (making sure what we are pitching is truly newsworthy) and using print, broadcast and online media appropriately and with integrity. Telling an assignment desk editor, for example, that he should send out a crew to an event because there are “hundreds of people on site” when there are not is the total opposite. A similar ethical approach to social media is paramount. Ethics are about choices. They are a reflection of who we are. Each one of us has an obligation – to co-workers, our clients, our collaborators and our industry – to operate honestly and ethically. It is the only way to advance our profession and truly experience a rewarding, purposeful career. Tanner has been a PRSA-Detroit board member since 2010, and is co-chair of the 2012 Michigan State Conference. He is a founding partner of Tanner Friedman, a strategic communications firm specializing in traditional and emerging media relations, adversity management and public relations counsel. Read the PRSA Code of Ethics. Ferraro honored as Wayne State University alum
The award recognizes Ferraro’s (class of ’84) contributions to the field of public relations and honors her commitment to WSU’s public relations program. PRSSA faculty advisor Dr. Shelly Najor introduced Ferraro, owner of Volare Public Relations, on a light note, eliciting laughter from the audience: “She’s a little old-fashioned. She still writes out thank you notes and even calls people on the phone. (But) most importantly, she’s a kind soul because she always tries to help others.” Ferraro responded in kind, noting that during her seven years as a WSU undergraduate working her way through school she never anticipated being an honored alumna because she wondered if she’d ever finish her degree. A stately oak she passed on her way from a parking lot to classes that held on to some of its leaves even through harsh Michigan winters inspired her. “If leaves could stay on fall and winter, then I could continue to walk to Manoogian Hall and finish my degree,” she said. “For those of you on a journey to a degree, never give up. If you’re ever feeling discouraged, just look for an oak tree with all its leaves.” Ferraro also paid tribute to women, including those who preceded her as chapter president, and her supportive mother, aunts and godmother, all of whom were in the audience to see her honored. Bulletin Committee co-chair Ilene Wolff recently became a contributor to X-Ology magazine, a publication of Automation Alley. In addition to her marketing/public relations work, Wolff is a regular contributor to HOUR, dBusiness and Macomb Now magazines. |
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Greta Houlahan Katie Maltais Kelly Nichols Anna Schmitt-Reichert |
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May 11 – “Communications Strategy in a Social Web World,” 6:30 p.m. – 8 p.m., Federal-Mogul, 26555 Northwestern Highway, Southfield (See related article in this edition.) Sept. 7 – 2011 Open at the Strategic Fox course at Fox Hills Golf and Banquet Center in Plymouth. Featuring a barbecue lunch, 12:30 p.m. shotgun start, beverages on the course and light hors d’oeuvres with beer and wine after play. (See related article in this edition regarding sponsors.) |
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Andy Schueneman, general manager, Weber Shandwick, revealed the results of the survey on April 13 to more than 100 PR professionals who gathered at the Townsend Hotel for breakfast and a panel/discussion about recruiting and retaining ethnically diverse talent.
Wayne State University’s Department of Communications and the James S. Measell Chapter of the PRSSA Advisory Board honored WSU alumna and PRSA-Detroit President Susan Ferraro, APR, on April 13 with their 2011 Alumni Achievement Award. About 100 faculty, students, colleagues, family and Ferraro’s best friend joined her for a luncheon at Alumni House on WSU’s campus.
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