Local Independent featured in PRSA Tactics

For those of you (like me), who sometimes have trouble finding time to read PRSA Tactics, I wanted to make sure you didn't miss "Small shops, big business: Independent practitioners share ideas, gain respect," in the January 2008 issue, featuring our own Joseph Jimenez, APR.

This article captures the best nuggets from a PRSA panel featuring Jimenez and three other members of the Independent Practitioners Alliance.

Moderated by Tactics editor in chief John Elsasser, the panel discussed challenges and opportunities in the year ahead.

Jimenez is a well-known expert on risk communication in Puget Sound circles, presenting a great program on the issue to the South Sound group in 2007 and to the Olympia Communicators Group in 2006. You can check out the presentation on the Olympia Communicators Web site.

Political PR: It's not just for pundits

On Jan. 8, as the presidential candidates duked it in New Hampshire in the first official primary of the 2008 presidential primary season, members of the PRSA Puget Sound Chapter were treated to a unique inside look at the political season--and why PR professionals should pay attention.

In a program most would have to catch on TV, PRSA members experienced firsthand a stimulating discussion, featuring two of the state's top political advisors, Republican strategist Randy Pepple and Democratic strategist Cathy Allen, moderated by one of Seattle TV's most respected political journalists, Robert Mak, host of KING 5's Up Front.

What's the main difference between campaign PR and corporate PR? What's the difference between developing a campaign for a product or corporation -- and developing a political campaign? Time. Money. Audience.

Both Randy and Cathy agreed that the pressure and timeline of a political campaign requires PR professionals to develop hard-hitting, impactful and short-term strategies to reach a broader audience on a much smaller budget than your typical corporate campaign.

The intensity of the campaign forces strategists to go for the shock value-- meaning more negative than positive.

In a traditional PR campaign, Allen budgets roughly two years' time to impact public opinion, in a political campaign, she says advisors have nine months or less to make an impression.

Strategies have to be flexible enough to change over night, Pepple said.

Working on a statewide campaign is like PR Bootcamp-- if you can't react quickly, you are done. If you're ready to really test your media relations and crisis communications skills and you have a favorite candidate, this is the year, Pepple and Allen agreed.

Campaigns are always looking for knowledgeable PR professionals to jump into the trenches and help out. It's a great way to prove yourself and develop a reputation.

Even if you're more of an independent, not interested in delving into the world of political campaigns, Cathy, Randy and Robert agreed, people look to public relations leaders to have some basic knowledge of how the 2008 elections are shaping up and what it means.

Here's a little nugget you can drop: This is the first time since 1952 that no sitting president or vice president is on the ticket. It's all up for grabs!

There was so much more ... but it's too long for a blog post! Wish you were there...

Happy New Year

Welcome to 2008-- and the 51st year of PRSA in the Puget Sound. We had an incredible year last year and look forward to more great programming and fun networking this year.

Have you decided to make career development and networking one of your New Year's resolutions? Volunteering with PRSA is a great way to achieve your goals.

If you'd like to be more involved this year, please contact one of the following board liaisons:

• VP/Admin/Sponsorship: Linda Farmer, APR - Linda.farmer@cityoffederalway.com
• VP/Programs: Jennifer Hawton, APR - Jennifer.d.hawton@boeing.com
• VP/Membership: J. Ryan Shannon, APR - Ryans1@atg.wa.gov
• VP/Education-Accreditation: Troy Brown, APR - tjbfam@earthlink.com
• Sec./Student Outreach: Rita Brautigam, APR - rbrautigam@tagteamglobal.com
• Professional Development: Neil Neroutsos, APR - nsneroutsos@snopud.com
• Career Jumpstart/Nonprofit Seminar: Kathryn Reith, APR - kreith@lwsd.org
• Totems Award/Holiday Gala: Amy Turner - aturner@enviroissues.com
• Marketing/Comm: Rich Murphy, Ph. D - Murphy@ldsfa.org
• Awards: Tara Darrow, APR - tdarrow@starbucks.com
• Scholarships: Linda Wang-Stewart, APR - wangstewart@gmail.com

If you have questions about any of these opportunities, please contact Erika Schmidt, APR, past president and leadership development liaison at eschmidt@frause.com or me at janelleg@atg.wa.gov

Here's to a great 2008! Cheers,

Janelle Guthrie, APR-- 2008 Puget Sound Chapter President