Greater Spokane Chapter December 09 Newsletter

12/2009

PRSA SPOKANE NEWSLETTER - ADVANCING THE PROFESSION & THE PROFESSIONAL
Welcome to the December newsletter issue of the Greater Spokane Chapter of PRSA! It's the last month of the year, and 2010 holds many exciting new opportunities for PRSA members--in fact, for anyone interested in growing and developing a communications, marketing or public relations career. We hope you enjoy all the ways it offers connectivity to even more information. Let us know what you think!

If you would like, you can link to our new online e-newsletter version here: http://aiin.com/prsa/dec/december.html

PRESIDENT'S LETTER:

Hello! In our last issue I introduced your new PRSA Greater Spokane Chapter Board.This month, the members of your Board asked me to wish you a joy-filled holiday season. Despite the busy'ness of the season, our Board of dedicated, talented people has been making plans for a 2010 year of valuable networking, learning, career-growing, entertaining opportunities for you. Be sure to pay special attention to the schedule of events noted here and on our website. In addition, stay up-to-the-minute through our PRSA Spokane social media links on Facebook, LinkedIn, Twitter and PRSA.org.

As I mentioned last month, one of the best ways to get good value out of your Membership is to get involved by joining a committee. We have committees to help with all our events, with meetings and with our accreditation program -- there are so many ways to get acquainted and participate. Call me, Cher Merrill (509.326.6885) to volunteer today. I’ll help you find a way to contribute that’s enjoyable and valuable.

Speaking of special events, be sure to read on about the 2010 programming we've put together for you, which includes our SUDS for Scholarships PRSA event coming up in February and the popular Social Media Boot Camp scheduled for March. You will not want to miss those great opportunities to have some fun, enjoy great company and learn something while you're at it! Happy Holidays...see you after New Years at SUDS For Scholarship!

Cher Merrill, President 2010

PROGRAMMING:
SUDS for Scholarships PRSA Fundraiser Gala:
Tickets on Sale Now! Tickets for “Suds for Scholarships; An Evening Out to Keep Local Talent In Spokane,” PRSA Spokane’s annual fundraiser for local scholarships are on sale! Mark your calendar for 4-6 p.m. on February 18, 2010, at the Steam Plant Grill for this fundraising event that will support local communication students.

KXLY’s Mark Peterson will play host to an evening of beer tasting of award-winning microbrews, fun and networking. Rich Hadley from Greater Spokane Incorporated will be talking about the importance of grooming and retaining local talent. The event will also feature a full bar, appetizers and numerous auction items. Early bird tickets are currently on sale for $35 per ticket, or $55 for a pair! Buy before January 15, 2010 to take advantage of this price. Student tickets for $20 (drink tickets not included) will also be available.

Also, PRSA is currently in the process of gathering donations and auction items. Gift baskets, event tickets, sports gear, etc… are all great things for our event. If you have items to donate or would like to help the committee gather items, please contact Renee Parkins at renee.parkins@email.wsu.edu.

Please contact Nick Lawhead (509.444.2350, nickl@desautelhege.com) or Renee Parkins (509.293.0505, renee.parkins@email.wsu.edu) for further information on tickets or donations.

JANUARY TELESEMINAR & MEETING:
Smart Measurement: Survive the Media Revolution
DATE: Thursday, 1/21/2010 4:00pm - 5:30pm

Effective measurement of social media efforts continues to be a hotly discussed topic. What is the ROI of 100 Facebook fans or 1,000 Twitter followers? How can I keep track of who is reading my blog or clicking through my links? If these are some of the questions you’ve been asking yourself or your communications staff about, this teleseminar is for you.

BurrellesLuce Vice President Johna Burke, a prominent authority on media monitoring and measurement, will present “How Smart Measurement Can Help You Survive the Media Revolution: Learn to Demonstrate Your Effectiveness” via teleseminar.

Barb Chamberlain, Director of Communication & Public Affairs at WSU Spokane, will lead a follow-up discussion and provide tips on how she manages and measures her efforts in social media.

COST: Registration is free for PRSA members; $15 for non-members; $10 for students (includes the teleseminar and refreshments.)
LOCATION: Inland Northwest Blood Center 210 West Cataldo Avenue Spokane, WA 99201

SOCIAL MEDIA BOOTCAMP:
Our popular Social Media Workshop Returns on March 18, 2010! Twitter, Facebook and blogs continue to be at the forefront of the conversation for many businesses – what are these tools, should your company be using them, how should you do it? These are important questions to ask and attendees will be pointed to some of the answers at PRSA’s Social Media Workshop in March. The program will feature hands-on exercises along with hosted conversations about best practices and advice. Specifics such as topics, time and location are still being determined so please stay tuned. But don’t forget to mark your calendar for March 18, 2010 for this event!

PROFESSIONAL DEVELOPMENT MEETING:
PRSA Ethics Panel Presentation
What is Your Plan For an Ethical Dilemma at Work? What is your strategy for managing a conflict of interest within your organization or with clients? Are you considering “ghost writing” for someone and think you might be identified? These are the types of issues and questions that organizations need to take a close look at. Many times, it is appropriate to incorporate an ethics professional also. We want to hear from the experts - the Ethics Officers.

Thursday, May 20, 2010, PRSA will host a panel discussion with these experts from major corporations to share stories, provide insight and answer questions. This is a session you will not want to miss! Stay tuned for more details in the coming months as our panelists are confirmed. Questions related to this panel can be directed to our PRSA Ethics Officer, Susan Nielsen, M.S., APR at susan@strategicniche.com or (509) 991-9151 or any member of the PRSA Board.

MEMBERSHIP NOTES:
PRSA Accreditation (APR): Resolve to get your APR in 2010!
The Greater Spokane Chapter’s APR program is recognized as setting the bar for other chapters, offering our members the valuable opportunity to prepare and succeed at earning professional accreditation in public relations. And there’s never been a better to pursue your APR! Find out how to ace the APR from those who hae gone through the new process.

First,visit National’s website at http://www.prsa.org/PD/apr/for a variety of details about the APR process. Next, watch for our 2010 APR study opportunities on our website APR page and on the Website calendar of events.

Third, for more information about the accreditation process and the APR Study Program, contact Greater Spokane PRSA Accreditation Chair Maggie Crabtree at maggie@crabbytrees.com. Looking for more information? Check out the Accreditation Process today! Up-to-date information on the Accreditation process can be found at: http://www.prsa.org/_Advance/apr/index.asp?ident=apr1

Please note: A minimum of five years’ experience is recommended and candidates may begin the process by completing the application form at www.praccreditation.org Calling all APRs! PRSA members need your help to earn their APR. Accreditation Chair Maggie Crabtree will be developing 2010’s Accreditation Committee.

There are many things you can do to help other PRSA members earn their APR pins:

• You can facilitate a class, help the Chair with phone calls and meeting set-up 
• Serve on a Readiness Review Panel to assess candidates' preparedness to sit for the written exam
• You can also provide your office as a space for class sessions or a Readiness Review
• Help coach or mentor Greater Spokane PRSA members who are working to earn their APR

One of the goals of the Greater Spokane Chapter of PRSA is to promote life-long learning. The chapter works through committee chairs and committees to promote growth of the individual in the practice of public relations. The Members of the APR Committee help strengthen and promote our Accreditation Program by mentoring fellow APRs and taking part in courses. You are invited and welcome to join the APR committee and contribute to the professionalism of public relations in the Greater Spokane area!

To get more information or to volunteer to join our APR Committee, email Accreditation Chair Maggie Crabtree at maggie@crabbytrees.com. Your help will make a difference and you can earn credits towards maintaining your APR.

If you already have your APR, please note: Everything you need to use and maintain your Accreditation: Guidelines (and logos) for using your APR Maintenance of Accreditation Why hire an APR? Looking for coaching materials? Access APR Chair resources here. (Attend our PRSA Greater Spokane Chapter meeting on January 21st at the Inland Northwest Blood Center, and learn more about the APR accreditation process from Accreditation Chair Maggie Crabtree. Click here for more information on the Greater Spokane PRSA January meeting.)

PR ADVISE: ASK A PRofessional
Have you ever had a question concerning the practice of public relations that you would like to ask another professional, but either didn’t know who to turn to or perhaps, wanted to remain anonymous? One of the great things about membership in PRSA is that we can call on a variety of both local and national sources and resources, including other chapters, to help us improve our skills and enhance our careers.

Here’s just one example: The National Capital Chapter of PRSA has a handy feature in the Resources area of its website called "Ask a PRofessional!" A regular feature, the column is open to all questions of a professional nature, such as:

• Tips to finding your first (second, or third) PR job
• How to communicate the value of public relations to your boss and your colleagues
• How to keep your work skills fresh
• Managing staff or dealing with a difficult boss
• Advice on pursuing your APR
• Working with non-PR professionals

The site features “PRofessional” Fred Whiting, APR, a long-time member of the National Capitol Chapter of PRSA and chair of the group’s Mentoring Committee. To submit a question, simply go to the site, type your question into the form on the “Ask a PRofessional!” page and Fred will respond personally. Your question and his response may appear in future issues of the chapter’s e-mail newsletter (with your initials and city for publication only.) You may view a sample column here.

SUPPORTING OUR COLLEAGUE:
Last month we included information regarding support for Dawn Picken, Sean Stanelun and family. Sean, the owner of Manito Video Productions, is battling Necrotizing Fasciitis (flesh eating bacteria) and kidney failure and has been hospitalized since September. Sean and Dawn are the parents of two small children and -- especially in this season of giving -- they could use our help! Several benefits have been planned including "Chili Feeds" at Chaps, 4235 S Cheney Spokane Rd, Spokane, WA 99256, on the 1st Monday of each month (December 7th — January 4th — March 1st & February 1st) Download the flyer for more information or call Lori Henriksen at 443-8108. The Sean Stanelun Fund has been set up at Numerica Credit Union. Please make a donation. Go to www.helpseanrecover.com for more details.

MEMBER ARTICLE:
Does Your Website Say the “Right Thing”?
by Cher Merrill, APR

There are fundamental steps to the development of a website that are so critical that they influence virtually every feature of the site. While these elements are key to a website’s ability to effectively communicate, I’ve worked for a number of clients and with a variety of website developers, who never include these essential steps in the development process. As a former professor once told me, effective communication is saying the right thing, in the right way, to the right people, at the right time, in the right place, to be heard, understood and create the desired result. That simply can’t be done without planning, targeting and mapping.

PLANNING:determining the right way.
The first step in building a website is the same first step for any other public relations/communications action: planning. In the planning stage, you must determine the answers to these preliminary questions to help your designer keep your project running smoothly, avoid surprises and result in a site that successfully communicates to your publics:

• What are your capabilities? (e.g.: do you have staff able to keep the site fresh and new?) 
• Are there any limitations? (e.g.: are your key publics Internet savvy or Web challenged?)
• Are there others that can/should get involved? (e.g.: writers? IT staff? potential bloggers?)
• What is your time line? Is it practical?
• What does success look like: What are your measurable goals? How will you measure results?

TARGETING: Saying the right thing.
When I ask a developer or client who the key publics are, or what the key messages are, or what goals do they have for the website, I’m often answered with a blank stare, and my clients’ first response it that they want to reach everyone. Hence the term “world wide web,” right? Wrong. But taking a “shotgun” approach to website development and content creation doesn’t work any better for that medium than it does for any of what are commonly called “traditional” communication methods.

While it's normal to want to reach as many people as possible or to get carried away with hot new ideas in web design, getting the answers to several basic questions is the next step in building a successful website.

Questions that will ensure your site is saying the right things to the right people include:

• Who are your key publics?
• What do they want?
• Where do they live?
• How can they best be reached?
• Who makes the key decisions/does the buying?

Without answers to these key questions your new website may never be able to convert visitors into customers or persuade your key publics to take action. For example, I once had client who was a landscape supply company. Initially they told the web designer that they wanted a no-frills site where contractors – their main customers – could go online and order items for pickup. However, when I met with the company I asked a series of questions designed to discover who makes the buying decisions. To our surprise, we found those buying decisions were made by female homeowners. In fact, women were also hiring the contractors to fulfill their desired results and directing the contractor to our client's business! As a consequence, the finished site's look and content were – as you might imagine – completely different, appealing to woman homemakers rather than landscapers selling rocks and sod.

MAPPING: Finding the right place. There are many elements to building a website to make certain it has everything in the “right place” (i.e.: your key publics can find what is of most interest to them.) One of the best ways is by creating an outline of the site – often called a Site Map.

Most websites have a Site Map, but they are often developed as a last step in the process – serving only a guide function. While that can help your site’s visitors, a Site Map developed during the planning process can help you as well.

Development of a Site Map (which is simply an outline) will assist you to logically sort through the myriad of possible sections, topics and content your site could include and will add an intuitive element to the site’s use. In other words, it will ensure your visitors are able to quickly and intuitively find the “right place.” Building your website with these three critical elements as a foundation, will ensure your site is heard and understood and will – in the process – bring about the desired result.

PUT IT IN WRITING. Do you have an article or story idea, or some valuable information that our PRSA members would enjoy knowing about? Send your article, announcement, idea – even a shameless plug – to Monique Dugaw, PRSA’s Communication Chair at moniqued@inbc2.org by the 25th of the month for inclusion in the next newsletter – which is published the first week of the following month.

Notices and announcements can also be placed on our website or other online sources (LinkedIN PRSASpokane, Twitter/PRSA Spokane, etc.) Just send your information, with all the details to Monique and we will do our best to give the information some free media exposure.