Photos courtesy of Mary Dorn, APR
Monday, August 16, 2010
STRATEGIC PLANNING SESSION NOTES FROM 2010 ANNUAL CONFERENCE
From Mary Dorn, APR, CPRC, president, Volusia/Flagler Chapter of FPRA
The Florida Public Relations Association’s (FPRA) annual conference is in day two at the Naples Grande, and already I have a favorite session to share. Before I do, I want to thank the Volusia/Flagler chapter members and board members for an excellent 2009-10 year and congratulate the chapter of the year and Heidi Ottoway, APR, chapter president of the year!
Peter Hollister, APR, CPRC, led a session on strategic planning to a packed room August 9. Ironically, one of his first statements was to put aside strategic planning until you’ve had a chance to exercise strategic thinking. This involves shoving all the organization’s key relationship managers (don’t forget HR) into a room and brainstorming. Doing so not only shows the PR practitioner’s value, but also gains involvement and support, according to Hollister. This “participative” approach is something he stressed throughout the lecture.
He presented his seven steps to the strategic thinking process and warned that plans should be audience driven, not program driven as most are.
After brainstorming, the next step is to take the organizations mission statement and from that create a competitive advantage statement that tells consumers what the value of your product or service is to them. While planning, reduce the constituency list to 8-10 audiences, he said. Be honest with yourself about how much each group can affect the organization’s future.
Without listing all of the notes from what he claimed is a condensed version of his six-hour seminar, here’s the statement about message simplicity PR professionals should remember but don’t always.
“Memorability builds reputation,” Hollister stated. “It’s better to say five things 100 times than to say 100 things five times.”
Hollister is a principal at Hollister, Trubow and Associates where his career has included assignments in the corporate sector for an electric utility, in the not-for-profit sector where he served as vice president for three universities, and as a consultant, originally with Jackson Jackson & Wagner. He co-founded HT&A with Patricia Trubow in 1986 and served on the state board of the FPRA. During the 20 years Hollister spent with universities, his communications responsibilities expanded to include fund raising and fund development. In 1975, he developed the first strategic communications plan for a university, and since that time has served as the Public Relations Society of America’s (PRSA) primary strategic planning teacher, conducting seminars internationally. He is the author of the study guide Successful Strategic Public Relations Planning and has contributed articles and chapters to a number of publications. He is a Certified Public Relations Counselor (CPRC) through the FPRA and was inducted into PRSA’s College of Fellows in 1992.
The Florida Public Relations Association’s (FPRA) annual conference is in day two at the Naples Grande, and already I have a favorite session to share. Before I do, I want to thank the Volusia/Flagler chapter members and board members for an excellent 2009-10 year and congratulate the chapter of the year and Heidi Ottoway, APR, chapter president of the year!
Peter Hollister, APR, CPRC, led a session on strategic planning to a packed room August 9. Ironically, one of his first statements was to put aside strategic planning until you’ve had a chance to exercise strategic thinking. This involves shoving all the organization’s key relationship managers (don’t forget HR) into a room and brainstorming. Doing so not only shows the PR practitioner’s value, but also gains involvement and support, according to Hollister. This “participative” approach is something he stressed throughout the lecture.
He presented his seven steps to the strategic thinking process and warned that plans should be audience driven, not program driven as most are.
After brainstorming, the next step is to take the organizations mission statement and from that create a competitive advantage statement that tells consumers what the value of your product or service is to them. While planning, reduce the constituency list to 8-10 audiences, he said. Be honest with yourself about how much each group can affect the organization’s future.
Without listing all of the notes from what he claimed is a condensed version of his six-hour seminar, here’s the statement about message simplicity PR professionals should remember but don’t always.
“Memorability builds reputation,” Hollister stated. “It’s better to say five things 100 times than to say 100 things five times.”
Hollister is a principal at Hollister, Trubow and Associates where his career has included assignments in the corporate sector for an electric utility, in the not-for-profit sector where he served as vice president for three universities, and as a consultant, originally with Jackson Jackson & Wagner. He co-founded HT&A with Patricia Trubow in 1986 and served on the state board of the FPRA. During the 20 years Hollister spent with universities, his communications responsibilities expanded to include fund raising and fund development. In 1975, he developed the first strategic communications plan for a university, and since that time has served as the Public Relations Society of America’s (PRSA) primary strategic planning teacher, conducting seminars internationally. He is the author of the study guide Successful Strategic Public Relations Planning and has contributed articles and chapters to a number of publications. He is a Certified Public Relations Counselor (CPRC) through the FPRA and was inducted into PRSA’s College of Fellows in 1992.
FPRA honors four Volusia County PR pros
Four Volusia County residents were honored during the Florida Public Relations Association's (FPRA) statewide Golden Images Award competition. Winners were announced at the association’s state conference in Naples Aug. 10.
Mary Dorn, APR, president of the Volusia/Flagler Chapter of the FPRA, was named member of the year for “outstanding leadership, demonstrated enthusiasm, extraordinary involvement and loyal support. “ Dorn is a public relations consultant based in Ormond Beach.
Jo Lynn Deal, chief communications officer for Community Partnership for Children, received an award of distinction for a community relations campaign supporting the agency's mentor program. The campaign recruited 20 volunteer mentors to establish long-term relationships with children in foster care who are between the ages of 14 and 17.
Volusia County Government employees Pat Kuehn and Betty Holness received an award of distinction for “Volusia Counts,” the census awareness campaign they spearheaded earlier this year. Their campaign used local residents as models and spokespersons encouraging others to return their census questionnaires by April 1. The county’s mail-back response rate increased from 67 percent in 2000 to 73 percent by April 27, 2010. The final rate is expected to increase by at least 5 more percentile points when the results of the U.S. Census Bureau’s door-to-door enumeration campaign are announced in December.
Holness is the county’s community outreach manager, and Kuehn is a marketing specialist.
According to the Florida Public Relations Association's website: "The Golden Image Awards have become a standard of public relations excellence in the state of Florida. Winners demonstrate the very best examples of innovation, planning and design. Entries also must meet the highest standards of production, execution, and evaluation of results and budget."
Mary Dorn, APR, president of the Volusia/Flagler Chapter of the FPRA, was named member of the year for “outstanding leadership, demonstrated enthusiasm, extraordinary involvement and loyal support. “ Dorn is a public relations consultant based in Ormond Beach.
Jo Lynn Deal, chief communications officer for Community Partnership for Children, received an award of distinction for a community relations campaign supporting the agency's mentor program. The campaign recruited 20 volunteer mentors to establish long-term relationships with children in foster care who are between the ages of 14 and 17.
Volusia County Government employees Pat Kuehn and Betty Holness received an award of distinction for “Volusia Counts,” the census awareness campaign they spearheaded earlier this year. Their campaign used local residents as models and spokespersons encouraging others to return their census questionnaires by April 1. The county’s mail-back response rate increased from 67 percent in 2000 to 73 percent by April 27, 2010. The final rate is expected to increase by at least 5 more percentile points when the results of the U.S. Census Bureau’s door-to-door enumeration campaign are announced in December.
Holness is the county’s community outreach manager, and Kuehn is a marketing specialist.
According to the Florida Public Relations Association's website: "The Golden Image Awards have become a standard of public relations excellence in the state of Florida. Winners demonstrate the very best examples of innovation, planning and design. Entries also must meet the highest standards of production, execution, and evaluation of results and budget."
Thursday, July 15, 2010
Congrats
Congratulations to chapter member Wendi Jackson on the birth of her new baby boy! Colin Ian Jackson was born on Tuesday, weighing 7 pounds, 14 ounces.
Wednesday, June 30, 2010
June meeting took flight with NASA Speaker
On June 8, Allard Beutel, the news chief in Media Services for External Relations at NASA's Kennedy Space Center, discussed how he is communicating the final months of the Public Shuttle Program.With more guests attending launches (42,000,) more public relations department access to historical records, and so many contract workers affected by the change, Beutel has had to revise the typical ways his team communicates and functions.
- The majority of workers at Kennedy Space Center are contractors without computers.
- With the public frenzy to see final launches, NASA's communications team has to use Twitter, Facebook, e-mail lists, media contacts and even bullhorns just to communicate road traffic conditions.
- While the last "planned" public shuttle flight is scheduled for the Endeavor in November, a senator is pushing for another, which would probably be a summer launch of the Atlantis, if it happens.
- The Smithsonian museum has right of first refusal for all space artifacts (shuttles too.)
Social Media, Part III in July
Nathaneal Mohr, business team leader of GuaranteedProfit.com, Orlando, will speak at the Tuesday, July 13 membership meeting to complete the social media “trifecta” FPRA started with the joint DBAF meeting in May and continued visiting the CBE business summit breakfast with Peter Shankman in June.
GuaranteedProfit.com creates customized business development solutions that focus on influencing large audiences. Mohr will cover the Internet’s uses for public awareness in a more in-depth way, and may discuss search engine optimized (SEO) media releases.
To RSVP, please contact Joanne Magley at jmagley@co.volusia.fl.us or (386)822-5062 ext. 2689 or register at fpravf.org ($20 members, $25 guests).
Presenting the 2010-11 Chapter Board of Directors
FPRA members voted at the June 8 membership on our Volusia/Flagler Chapter 2010-11 slate of officers. A call for officers went out in April and the slate was approved by the current board at its May 20 meeting. The new officers will take office September 1.
President – Karen Chrapek, Neighbor to Family
Immediate Past President – Mary Dorn, APR, Mary Dorn Communications Consulting
President-elect and Vice President of Accreditation/Certification – Vickie Pleus, APR, CPRC, Consultant
Vice President of Membership – Char Wrlak, Conklin Center
Vice President of Communications – Luis Paris, Center for Business Excellence
Vice President of Programs – Tangela Boyd, Daytona Beach Area Convention & Visitors Bureau
Vice President of Special Programs – Pam Hamlin, Independent Consultant
Vice President of Technology – Victoria McGuirk, APR, PR and Development Consultant
Vice President of Finance – Bissy Holden, Florida Health Care Plans
Student Chapter Liaison – Meredith Rodriguez, Bethune-Cookman University
Secretary – Marisol Moreno, Homewood Suites by Hilton
Vice President of Public Relations – Jo Lynn Deal, Community Partnership for Children
President – Karen Chrapek, Neighbor to Family
Immediate Past President – Mary Dorn, APR, Mary Dorn Communications Consulting
President-elect and Vice President of Accreditation/Certification – Vickie Pleus, APR, CPRC, Consultant
Vice President of Membership – Char Wrlak, Conklin Center
Vice President of Communications – Luis Paris, Center for Business Excellence
Vice President of Programs – Tangela Boyd, Daytona Beach Area Convention & Visitors Bureau
Vice President of Special Programs – Pam Hamlin, Independent Consultant
Vice President of Technology – Victoria McGuirk, APR, PR and Development Consultant
Vice President of Finance – Bissy Holden, Florida Health Care Plans
Student Chapter Liaison – Meredith Rodriguez, Bethune-Cookman University
Secretary – Marisol Moreno, Homewood Suites by Hilton
Vice President of Public Relations – Jo Lynn Deal, Community Partnership for Children
Subscribe to:
Posts (Atom)