PRSA Boston
Annual Report to Members
Articles by members of the Chapter's 2009 leadership team.
Logistic and editorial support by Diane Pardes, Director at Large and 2010 Chapter Secretary.
Production by Jack Jackson, Immediate Past President.
|
|
 It
was my privilege to serve as Chapter
president last year. Now, in my one
remaining official capacity, it's a
pleasure to present you with PRSA Boston's
Annual
Report to Members -- a recap
of the past 12 months and brief look
ahead.
No question, 2009 held its share
of challenges. These ranged from purely
financial considerations, stemming from
the recession, to operational issues
only marginally related to the economy.
Still, as every section of this document
attests, the more vexing the problem
we faced, the more creative or resourceful
the response put forth by our officers,
committee heads and member volunteers.
It was an honor leading this amazingly
skilled group of people.
The strong organization we inherited
from previous administrations enabled the
2009 team not only to ride out the storm,
but to move many initiatives forward.
In fact, our goal in entering 2010 was
to hand incoming President Meghan Gross
at least as many openings to build
and improve PRSA Boston as we had enjoyed.
I trust this Report
will show that's the case. Even
better, I hope it sparks a side
benefit: inspiring you to take greater
advantage of the professional development,
volunteer and networking opportunities
-- not to mention the fun -- that active
participation in the Chapter offers.
With appreciation and thanks,
Jack
Jack Jackson
Immediate Past President
|
|
Membership Numbers Dip Then Begin Recovery
|
Despite
widespread career turbulence and "discretionary" spending ebbing
to a trickle, PRSA Boston's membership numbers experienced minimal
effects in 2009. As we
enter 2010, our paid, active membership is just 3 percent lower than a
year earlier, maintaining Boston as one of the largest Chapters in the
country.
Any reduction demands we
determine its cause, and the Membership Committee is perfectly
structured to do so. We are responsible for  marketing the benefits of Chapter to PR professionals; for welcoming newly affiliated members; and, when
people fail to renew existing memberships, for identifying the reasons so we
can strive to do better in the future.
In 2009 -- by
a large margin -- the No. 1 explanation given by lapsing members
centered on the
economy. (The next most-frequent cause, a distant second, was
retirement from PR.) To no one's great surprise, we repeatedly
heard that as
incomes were strained, certain expenses had to be cut. This was as true
for individual
PR practitioners as it was for corporate and agency professionals.
Throughout
the year, PRSA National offered various financial incentives for new members to
join. Armed with these initiatives, the Membership Committee was successful in
attracting new faces to the Chapter, replacing many who left. Given an
unemployment rate of roughly 10 percent in a still-staggering economy, we view
this effort to keep our membership level as having been quite
successful.
More importantly, many departing people cited an intent to re-join when
their economic
situation turns around. This and certain signals at the end of 2009,
led us to set the goal of reversing the decline by this time next year
and show some measure of increase
in the Chapter's active membership rolls.
Ultimately, no one believes the economic turnaround will
come quickly or easily. We expect 2010 to carry its own challenges and would remind
every Boston member: there are distinct benefits to thinking and acting as if you serve
on the Membership Committee.
Very few ways to make connections or build your network are
more effective than inviting fellow professionals to Chapter
programs
or asking them to contribute perspectives on our Facebook or LinkedIn
pages.
--Guy Shields, Membership Chair
|
News & Views Gets Fresh Coat of Digital Paint
|
In 2009, PRSA Boston significantly upgraded
the frequency, quality and look of our monthly News & Views
newsletter.
 We transitioned our production and
distribution process from Web-posted PDF files to creating and emailing an HTML-based
newsletter. The technology upgrade allowed us to publish newsletters in a more
timely manner and to include graphic elements that spruced up readability and aesthetics.
At the same time, we focused on improving the quality of articles
by involving more Chapter members in creating the newsletter's content.
Volunteers Chris Ranjitkar and Kim Cole stepped into a variety of
editorial roles, including developing story ideas, conducting and
editing practitioner interviews, writing some pieces, and copy editing
all contributed materials.
Looking ahead, we will continue upgrading content with a mix of Chapter news and thought-leadership
pieces. Feedback and contributions from Chapter members are always welcome.
--Jackie Lustig, APR, VP of Programs and 2009 Chapter Secretary
|
Programs Keep Pace with Topics of the Day
|
In a year of transition, the
programming team was able to build an infrastructure to move the Chapter into
2010 with a new and robust schedule of programs.
 We expanded the Program Committee to include
four PRSA Boston members at various stages of their PR careers. Our intention
is to draw upon their individual perspectives and seniority levels to craft
programming that matches a wider array of needs among our members. Stay tuned for
upcoming announcements concerning one of the committee's initial developments,
a series on social media that dives more deeply into its supporting applications.
In 2010, we anticipate growing this
group further as we populate more of the year's calendar, so interested parties
are welcomed and encouraged to contact us.
In highlighting last year's most popular
programs, the lead entry could well have been the Peter Shankman
luncheon in October.
Despite the mid-day schedule (distinguishing it from our more typical
breakfast or after-work settings), the event on social media put more
than 100 keenly interested members and non-members into the seats at
the Seaport Hotel. Shankman ably confirmed his
reputation as a highly creative, eminently quotable promotion guru,
leaving no doubt
why journalists and PR pros alike credit him with "redefining the art
of
networking."
Overall, social networks and digital
technologies emerged as the  theme in a significant number of events that either were developed by the
Chapter or were hosted by other organizations but showcased PRSA members. These included a How-To session run by former
Chapter President Steve Quigley; a Boston Globe
panel on the paper's digital transformation, moderated by then Chapter
President Jack Jackson; and a seminar on social networking tools in
crisis PR with Kami Watson Huyse, APR, and
Gerald Baron.
Other topics dotting 2009's
calendar ranged from a panel on factoring multi-cultural elements
into PR activities; to a behind-the-scenes look at the editorial
operation of a new Boston-based media outlet,
GlobalPost.com;
to ways of generating winning story pitches when confronting serious
obstacles like time-crunched newsroom staffers and their publications'
shrinking
news hole.
As a value-add in
2009 and continuing this year, the Chapter is booking PRSA National teleseminars in our programming mix. The fee-sharing we provide for these events offers members a cost-effective way
to take advantage of National's content while providing additional professional networking opportunities with area colleagues.
--Meghan Gross,Chapter President and
2009 Program Chair
|
| Funds Stay Level Despite Lull in Outside Support |
In a period when
corporate willingness to provide financial support in the form of sponsorship
dollars dropped to an all time low, the Chapter nevertheless was able to maintain
healthy balances across all our operational accounts.
Throughout
2009, our checking, savings and investment account balances remained in line
with their year-earlier levels. Even with money market performance down
significantly, our stock and bond portfolio (which underwrite the Chapter's annual
scholarship grant) experienced an 8 percent increase over the prior year.
 Revenue generated by well-attended programs
combined with fewer but, consequently, extremely helpful sponsorships. Financial support by long-time partners BusinessWire and MediaLink, as well as by more recent contributor Marketwire, enabled us to close
out the year in a good financial position. As
a not-for-profit organization, we periodically
review expenses -- such as phone, Web site and program
registration/payment costs -- for opportunities to reduce or
eliminate spending without
compromising member service. We expect that process to continue in 2010.
--Darlene Hollywood, Treasurer and 2011 President-Elect
|
| Strengthening PRSA Boston's
Social Media Plays |
 The Chapter took steps to initiate and
expand its social media presence in 2009, recognizing how online channels have demonstrated
their effectiveness as tools for networking, information sharing, event
announcements and other professional activities.
By year's end, the PRSA Boston group on Facebook
had
emerged as an important place for members to seek guest lecturers,
explore job openings and trade advice with colleagues on best
practices. Similarly, the
PRSA Boston group on LinkedIn
became a place to exchange views on a variety of PR topics through its
discussion board or its robust news feed.
 In 2010, the Chapter will build on these efforts with the aim of developing a "must-see" experience
for members and other interested in monitoring the pulse of PR in greater
Boston.
--Ed Cafasso, Director at Large
|
| Delegates Debate -- But Maintain -- Most Bylaws |
Despite numerous teleconferences and
detailed materials on proposed bylaw revisions, well-prepared delegates to PRSA's
National Assembly in San Diego last year for the most part voted to retain the
original language in the organization's bylaws.
The APR credential continues to be a
requirement to serve on the PRSA National Board of Directors or as an Assembly
delegate -- despite discussions over the past several years that this "mark of
distinction" be eliminated as an eligibility requirement for national
leadership.
Proponents of a proposal to eliminate the APR as a requirement for
national service argued it acts a "barrier to leadership for
well-qualified individuals who have not earned their APR." Opponents, citing
the APR as a "level of superior practice ... and commitment to the profession,"
carried the day, however. The proposed change was defeated 166-100.
 What some called the "Big Tent" proposal
also failed to pass. This measure would have opened PRSA membership to people
outside what the current bylaws define as a PR professional. Many delegates
argued that PRSA is the "pre-eminent organization" for PR practitioners and has
built a brand identity that would be diluted if membership were extended to
other disciplines. The Assembly voted 151-117 to retain the requirement that
prospective members engage directly in PR work or have
responsibility for the PR function on a daily basis.
Instead of passing a
proposed new bylaw calling for direct election of national PRSA
officers and
directors, delegates voted to retain, for now, their election by
Assembly
delegates. By a 175-87 vote, direct election by the at-large membership
was
rejected due lack of clarity on how a new system would
work. Instead, delegates passed a resolution (offered by Boston member
and past Chapter President, Mark McClennan, APR) to work out
details before a direct election bylaw is
re-introduced.
--Barbara Wellnitz, APR, Fellow PRSA, Assembly
Delegate
|
| Independent Practitioners
Focus on Business Tips |
PRSA
Boston's Independent Practitioners
Network (IPN) focused its 2009 in-service programs on ways its
members could better manage and grow business during challenging
economic times.
IPN
consists entirely of members who operate their own PR consultancies or run small
(two- and three-person or virtual) agencies. They meet regularly during the year to network and participate in
joint professional development activities.
 In
2009, sessions ranged
from tips on inexpensive ways to reach target audiences through
new content distribution tools to a roundtable discussion on sustaining
and growing business during a down economy.
Other programs included a seminar by author Curtis Bingham on "Strategies to Thrive Regardless of the
Economy" and a tutorial by blogger Debra Murphy called "Promoting Your Business
with Social Media --- Making it Work for You and Your Clients."
--Beth Bryant, APR, IPN Administrator
|
| Accreditation Capitalizes on New Resources |
Nationwide, 175 PR professionals earned their APR designation in 2009. Educating local PRSA
members about the value of the APR designation and providing resources and support to earn it continue to be priorities for the Chapter's
Accreditation Committee.
 Locally last year, four individuals
studied for the exam and participated in a Readiness Review session. Two
candidates took and passed the exam, earning their accreditation. The remaining two
continue to prepare for exams they will taken at later date.
With many new resources available
to APR candidates, Boston's Accreditation Committee is working
closely with Kathy Mulvihill at PRSA National to leverage those tools and promote the new ones, such as the Free APR Study Guide and APR Sample Test.
Looking to 2010, we will continue educating
Chapter members about the value and process of accreditation, and provide support to help candidates successfully pass the exam.
--Elise Lapham, APR, 2009 Accreditation Chair
|
Links to Local Colleges and Universities Renewed
|
In recent years, 10 Boston-area colleges and universities have operated
student PR groups or full-fledged chapters of the Public Relations Student Society
of America (PRSSA). Last summer, when we contacted faculty advisors at each of
the schools, seven expressed interest in developing closer interactions between
its nearly 200 active students and the Chapter: Boston University, Bridgewater
State, Curry, Northeastern, Salem State, Simmons and Stonehill.
Three other institutions -- Bentley, Worcester State and Emerson
-- were undergoing internal changes, such as the appointment of a new faculty
advisor. They remain on our list of schools to approach and develop further
this year.
 In our discussions, faculty advisors were able to shed light on
the factors students value most in their interactions with PRSA and their contacts
with Chapter members. Programs on building PR skills and career networking
events are important, but PRSSA members are especially interested in attending
PRSA events and working with members of the local PR community to develop
internship opportunities -- paid and unpaid.
As
2009 drew to a close, we focused on establishing greater communication between the
Chapter and these schools, and on lining up members to support expanded collaboration
efforts between students and PRSA Boston members. Watch for notices about the activities
in 2010 that will emerge from these developmental efforts.
--Howard Sholkin, PRSSA Liaison
|
| Annual Scholarship Awarded to Bentley Senior |
After
the strongest response ever in entries and extensive
deliberation by committee members, PRSA Boston awarded its 2009 Chapter
Scholarship Grant to Amanda Healy, then a Bentley University senior.
The
seventh annual grant, in the amount of $2,000, was presented to Healy
to provide financial support on the basis of need and in recognition of
academic
merit in the communications field.
 A resident of Plymouth, Mass., Healy graduated
in December with a bachelor's degree in marketing and a combined minor in PR, information
design and corporate communications. The committee made special note of her maintaining
a 3.92 grade point average (out of 4.0) and her participation in the school's prestigious
honors program.
While attending Bentley, Healy worked part time
at the global PR agency, Racepoint Group, and for Plymouth Rock Studios, a film and television studio.
The Scholarship Committee cited Healy not only for her academic
achievements and professionalism, but for her passion for the PR field.
"I want to
challenge the way people think," Healy wrote in her application. "I'm
ready to
chart new territories and stake them as my own."
--Julie Dennehy, APR, Scholarship
& Awards Chair
|
|
|
|
|
