Strategies & Tactics

PRSA Chair Reviews Progress to Date in 2018

April 2, 2018

By Anthony D’Angelo, APR, Fellow PRSA

As we enter 2018’s second quarter, I’d like to update you on several initiatives underway for the Society:

Diversity and inclusion

Our National Diversity & Inclusion Committee and the PRSA Foundation are forging new ground. The Committee has established linkages to 64 Chapter liaisons to enable a grassroots D&I effort, and will also host a State of Diversity panel discussion in New York City on June 22.

The Foundation will honor 2017 Gold Anvil winner Lou Capozzi, APR, Fellow PRSA, at its annual Paladin Awards Ceremony in Midtown Manhattan on May 9. Proceeds from the event will impact lives through grants and scholarships designed to jump-start the careers of promising students from diverse backgrounds.

Advocacy

Kudos to our Advocacy Committee: It has injected PRSA into public commentary about ethics and other critical issues with coverage in Inc., PRNews and Politifact, among other outlets. We also had letters to the editors published in The New York Times and the Los Angeles Times. Copies of articles and other commentary are available on the PRSA website.

Technology

PRSA is investing $500,000 over the next three years in a fundamental revamp of the Society’s technology infrastructure, including an improved website.

In early March, we launched Content Connection, a one-stop digital portal designed to help communicators find career-advancing information. Located on prsa.org, Content Connection provides news, research, tips and articles on vital subjects including content marketing, the PESO model, crisis communications, and data and analytics. As it evolves, the hub will include podcasts and videos.

Ethics

PRSA’s focus on professional ethics is consistently rated as both one of the most-valued components of PRSA membership and one of the benefits PRSA delivers best.

Whether it’s through Ethical Standards Advisories from our Board of Ethics and Professional Standards, in the ethics training so essential to our Accreditation program, or in PRSA participating in international forums on ethics through the Global Alliance, our Society’s commitment to serving as a leader in ethical standards is constant and inspiring.

Education

The Commission on Public Relations Education, which PRSA helped to found in 1973 to set standards for professional education, will issue an important report in April titled “Fast Forward. Foundations+Future State. Educators+Practitioners.”

Unlike previous reports, this one emphasizes not only standards that should be achieved for excellent undergraduate PR education, but also the critical synergy needed between education and practice to address our industry’s accelerating rate of change.

Based on contributions by 65 leading practitioners and educators, the report details recommendations for the PR curriculum and pre-professional preparation. Lead recommendations include aggressive actions on ethics and diversity, from campuses to the C-suite.

Professional development

Professional development is PRSA’s lifeblood, and the Society is continuously developing and introducing new PD content and delivery channels. New certificate programs in topics such as Measurement and Analytics, Reputation and Risk Management, and Crisis Communications offer live and online learning modules delivered by world-class experts.
 
Each program module builds toward a certificate in a given subject area, and counts as a maintenance credit for the APR credential. These programs augment the free webinars already available on an ongoing basis.


Please explore these PRSA benefits, and provide your feedback for continuous improvement!

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