Public Relations Tactics

Changes ahead at PRSA: Classic programs and new offerings

May 1, 2013

In 1964, Bob Dylan sang that  “The Times Are  A-changin’.”  Things are still changing 49 years later, and so is PRSA.  For instance, how about a job interview in your pajamas?

Last month, we held PRSA’s first-ever virtual job fair.  More than 500 registered jobseekers had the opportunity to “virtually” interview with more than 10 great employers online — combing your hair was optional!

Speaking of job interviews, graduation season is here and our latest PRSSA class will soon be entering the workforce.

Our PRSSA students are peer-recognized and committed, willing to give back and real world-tested in their volunteer positions — all qualities that can be hard to discern during an interview.

To help give our students the best possible head start, we’re revamping our PRSSA internship center as part of an ongoing effort to more closely integrate PRSA and PRSSA.  In the meantime, the current center is a great place to find an intern or a full-time employee. 

On the topic of higher education, if you are thinking of going back to school or know a student who is interested in the profession, we’ll be launching a comprehensive online directory of schools offering communication programs in the second quarter of this year. You will be able to quickly filter programs, learn more about career paths and begin the decision-making process.

Also new for 2013 will be our augmented online editions of Tactics and The Strategist, which we’ll deliver to your inbox or smartphone with additional features and resources.

Please keep in mind that these online versions will be supplemental to the paper versions. Members will be free to choose whether they want to keep receiving the print editions, switch to the electronic one — or get both.  Look for this rollout by the third quarter of this year.

Of course, we’re going to keep offering you a wide variety of ways to learn and stay sharp in Issues &  Trends every day,  via Tactics and The Strategist and through more than 35 in-person events — everything from the Digital Impact Conference on June 27-28, focused on advanced digital public relations techniques, to the agency-focused Counselors  Academy Conference on June 9-11 in  Austin,  Texas. 

If you can’t make it to an in-person event, then check out one of the more than 50 webinars that we’ll be delivering this year, both live and on-demand.

On the horizon

This summer, we’ll host our annual Leadership Rally in New York on June 14-15 for incoming Chapter, Section or District leaders.  This is an opportunity to learn about the resources available to support your leadership work, to network with other PRSA leaders and to find inspiration from our keynote speakers.

Our Anvil Programs are in full swing as well. In March, we hosted a diverse group of 142 judges, representing all practice areas, to evaluate the hundreds of programs that you entered in the Silver Anvil competition.

The Anvil finalists include the LIVESTRONG Foundation, for its “LIVESTRONG Foundation Crisis Communications” campaign; Catholic Charities Brooklyn and Queens, for its “Hurricane Sandy Relief  Efforts” campaign; Hilton Hotels and Resorts for its LGBT-focused “Stay Hilton. Go Out.” campaign; and Wells Fargo for its “Wells Fargo Hispanic Customer Financial Education Campaign” with JElena Group.  We’ll  recognize the winners on  June 13 in New York.

Be sure to check in with us during the months ahead.  The profession is changing, you’re changing and we are too.


William (Bill) M. Murray, CAE, is the chief executive officer of the Public Relations Society of America (PRSA)
Email: william.murray at


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