2010 PRSA Western District Conference, April 28-30, 2010

By Denis Wolcott, APR and President, The Wolcott Company and Diane L. Martin, MBA, WDC Chair and VP of Education and Professional Development, PRSA-Inland Empire Chapter

The emergence of online news and citizen journalism has changed the complexion of how PR pros get exposure for their clients and companies. However, recent surveys indicate the public is trusting non-traditional sources less and putting their faith back in mainstream news. We're not knocking social media, but getting a story in a major news outlet like Wired magazine or a national television network is still a critical avenue to communicate your story. 

Hear from the reporters and editors on the front lines about what they are seeing in today's communications' chaos.

• Make your story survive--learn how to navigate in the cluttered news media landscape and move your story to the top of the screen.
• Harness the power of social media--position yourself as a strategic counselor, build your own and your organization's social media expertise and achieve measurable results tied to business goals.                                    

Join your fellow PRSA practitioners at this year's Western District Conference in Palm Springs, April 28-30! You don't want to miss the opportunity to meet some of the top West Coast media contacts and network with peers from PRSA's five-state Western region of Arizona, California, Colorado, Hawaii and Nevada.

Hi, I'm testing our new auto blog system within StarChapter, the association management web-based system that drives our new PRSA-CIEC website.

This post is the first using the Board Blog feature (thanks, Allan and crew!).

Here's a quick question: how many firms do you know that have some kind of dedicated position for handling social media functions within the marketing and communications team? This is the person who would be responsible for the job duties captured so completely by business consultant blogger Nathan Gilliatt WAAAAAAAAAY back in Nov. 2006 (source: http://net-savvy.com/executive/defining-social-media-relation.html).

If you know of some organization or corporation that has such a dedicated person (we're talking full-time, paid staff or outsourced position), please comment!

ANY OUT THERE? SOCIAL MEDIA COORDINATOR:

1. Coordinate the development and implementation of social media engagement strategy and policies, including blogging policy, formal blogger relations programs and social media monitoring programs.
2. Train functional groups (such as marketing, communications, and HR) on the technology and culture of social media as it relates to their roles.
3. Serve as the primary contact for external service providers and vendors who support the monitoring of, and engagement with social media.
4. Coordinate company's tactical response to social media issues.
   o Consult with internal groups on appropriate responses to social media issues. Advise on the likely response of online communities to the company's plan.
   o Coordinate company response to social media crises; track engagement by appropriate groups (internal and external).

Many industries are, of course, suffering a downturn because of the recession. American business has learned the hard way that what causes fear is a lack of information, a lack of transparency.

Fortunately for today's communicators--particularly professionals in Public Relations--our jobs are needed now more than ever to help reach constituent audinces with the right messages, at the right time, using the right vehicle or channel. Employment of Public Relations specialists is expected to grow by 24 percent from 2008 to 2018, faster than avereage for all occupations, according to the U.S. Department of labor, Bureau of Labor Statistics (source: http://www.bls.gov/oco/ocos086.htm).

Good news for both those of us entrenched in our careers and for those college graduates who are savvy enough to combine a degree in PR, journalism or other communications-related field with a PR internship or significant related work experience. Those with additional language capabilities are expected to be in great demand--another plus for aspiring communications professionals in our diverse Inland Empire region of Southern California!

The California Inland Empire Chapter of the Public Relations Society of America is dedicated to investing in you, as you invest in yourself in 2010! Check back regularly to the site, to see what Professional Development/Education, networking and social, or recognition events are scheduled. We invite you to join us. Opportunities abound!

~Karen Bergh, 2010 President PRSA-CIEC

It's the buzz term that's dominated our trade papers, infiltrated webinars and tradeshows, and the expression we can't get out of our executives' mouths. They don't know why they want it, they don't care what it takes, but they want it all, now. Twitter, Facebook, LinkedIn, MySpace, YouTube, FriendFeed, Yelp, wikis, forums, fan pages, groups, and whatever else makes up the ever-growing mix of technologies and sites that encompass web 2.0.

You know what? They have the right to want and worry and so should you. Not understanding web 2.0 technologies and how to effectively implement them could ultimately cost you your job. Your customers are out there on the World Wide Web talking about you and your product right now.

Are you listening? Where? How? To who? What are they saying?

Do you direct your company's web 2.0 strategy or have you been conveniently ignoring it? Do you have the resources and support internally to manage it? Do you have rogue executives championing web 2.0 without proper training? Or do you have an intern controlling your online efforts?

How are you measuring success? Sales? Brand awareness? Friends?

Welcome to what Charlene Li and Josh Bernoff describe as The Groundswell.

Unlike many of the "How to" books on the subject of web 2.0, The Groundswell offers an insightful and important look into "why" we should participate in social media technologies. Further, it focuses primarily on the relationships as opposed to the technologies which is exceedingly important and often overlooked. It begs us as professionals to smartly approach web 2.0 with the same discipline we do when designing media and public relations campaigns.

The truth is, not all companies need Twitter or Facebook accounts. Not all CEOs should run a blog. Most small business don't need a forum. But you're a pro, you know that. But how do you convince your company and executives that you're the expert and not their thirteen year old daughter serving as an intern for winter break?

The Groundswell gives us the tools to properly select the technologies and understand the potential ramifications of those technologies. It helps clarify where we'll most likely reach potential customers based on technographics and unearth those fanatic fans we want to engage.

On February 24th at our PRSA-CIEC monthly meeting, we'll be reviewing some of the key points from the Groundswell. We'll highlight key points, review important takeaways, select the best case studies, and even throw in some local case studies for discussion.

If you have the time, I highly recommend picking up a copy at your local book store. Whether you read it or not, you'll walk out of the meeting with actionable items, free tips and resources, and scripts to finally get your CEO off your back!

Come find out why the American Marketing Association gave it the Berry-AMA Book prize for best book in marketing and why it's been a top seller on Amazon and Business Week.