Orlando Chapter -- PRSA Newsletter

As we gear up for PRSA's annual ethics month in September, it's interesting to reflect on the public's perception of public relations professionals. There are those who would say (and have) that ethics in PR is an oxymoron, or that practitioners of public relations are more concerned with image and perception than with substance. I ponder these theories, as I wonder if our industry is facing an ethical dilemma of its own.

I'm sure most of you are aware of the recent remarks by CBS "This Morning" legal analyst Andrew Cohen, as well as ethical questions placed on political candidates in light of former White House Press Secretary Scott McClellan's recently published book. Each situation brings further scrutiny to our profession and why advocacy of public relations is so important.

As PRSA Chair and CEO Jeff Julin, APR, so eloquently stated in his response to Andrew Cohen's comments, "For public relations professionals, engaging diverse and often skeptical audiences requires top-flight skills in communications, creativity and even persuasion." Most of us are not part of this profession by accident, but because we believe we can provide an important service to our organizations and clients and promote ethics from the top down.

If you haven't already done so, I encourage you to participate in our first PRSA Orlando Ethics Survey and to consider how ethics in your professional life positions you and/or your organization as a candidate for receipt of our annual PRSA Orlando/Frank R. Stansberry Ethics Award. This year we're accepting nominations in both the organization and individual practitioner categories. Both the survey and awards applications have been extended to this Friday, Aug. 8.

While questions about unethical behavior in business and industry within our own community have been raised in the past, I'm confident there are many more companies and individuals who embrace our Code of Ethics and make significant contributions to the publics they serve. By submitting your nominations today, we will be able to share those positive experiences with the community and become stronger advocates for our profession.

Dawn Vaughan, APR

Your chance to apply or nominate someone for PRSA Orlando's 2008 Frank R. Stansberry Ethics Awards has been extended to Friday, Aug. 8.

Presented since 2005, the award recognizes outstanding local practices. This year, a new category has been added to recognize individual PR professionals practicing with the highest of ethical standards and integrity.

Nomination forms can be found online by clicking here. For more information, e-mail ethics@prsaorlando.org. Winners will be recognized at the September luncheon and featured in an Orlando Business Journal congratulatory advertisement.

NASA's Future In Central Florida

Join us as Debra Kral with NASA's Launch Vehicle Division, provides insight on the organization's future in Central Florida.

At NASA, Kral served as Chief of Guest Services and Special Events and was the first woman certified as a NASA test director. Under her command, she led the Shuttle launch team, conducted more than 60 launch countdowns and oversaw shuttle operations around the clock.

Menu: NY Strip Steak; Dessert: Chocolate Cake. A vegetarian meal also is available.
Where: The Citrus Club , 255 S. Orange Ave., 18th Floor, Orlando.
When: Thursday, Aug. 21, 2008. Registration at 11:30 a.m.; noon luncheon.
Cost: $25, chapter members, $40, non-members, $15, students.
Parking: Limited parking available in the Citrus Center parking garage, accessible from Jackson Street. Additional parking available at the Lincoln Tower and SunTrust Center garages, both accessible from South Street.
Chatting Up A Charity: Boys Town Central Florida is our featured charity for July, August and September.

Register online at PRSA Orlando.

Be Sure To Attend Aug. 21 Luncheon!

One lucky PRSA Orlando chapter member will receive the opportunity to attend the 2008 PRSA International Conference, slated for Oct. 25-28 in Detroit.

PRSA National has awarded a complimentary package to PRSA Orlando for being one of eight chapters nationwide with the greatest percentage growth of new national members.

The complimentary package includes:

• Registration to the 2008 PRSA International Conference
• Round Trip Coach Air Fare or Mileage Reimbursement (Up to $355)
• Three Night Hotel Stay (single occupancy)

To be eligible, you must attend the August 21 luncheon and be an active, dues paying member of both the national and local Orlando Regional PRSA chapters.

Learn to make social media work for your company or clients at "Social Media: It's Here. Now What?" Get practical information on leveraging the latest tools from top practitioners and bloggers in the profession. The half-day workshop, slated for Sept. 10, will be held at the Embassy Suites Orlando.

The morning session will feature presentations by:

• Marlon Manuel, a former 20-year journalist who provides social media strategy as part of Edelman's U.S. Digital PR network in Atlanta
• Giovanni Gallucci, a Dallas-based "tech evangelist" who provides strategy for social media, brand development and public relations at Viewzi.com
• Christopher Elliott, National Geographic Traveler's ombudsman, nationally syndicated columnist, commentator and independent producer for public radio, and blogger on elliott.org

The session will conclude with a panel discussion moderated by Matt Certo, CEO of WebSolvers, a Web site design and development firm in Central Florida.

Jennifer Martin, CNN Worldwide PR director (Atlanta), is the keynote luncheon speaker. Martin oversees strategic development and execution of public relations activities for the company's digital networks, platforms and extensions, including CNN.com and iReport.com, CNN's first uncensored, unfiltered, unedited, user-generated community Web site.

APRs, take note: The event will count as a continuing education program for accreditation maintenance. Online registration will be available soon.

Congratulations to Lorie Matejowsky, communications manager, with Hunton Brady Architects. Lori's submission, "Talking Points," has been selected as the new name for PRSA Orlando's monthly newletter.

Prospective PRSA members, who visit PRSA's Web site in August, are eligible to win a complimentary national membership by filling out a simple, online quiz. For details, visit PRSA.

Welcome!

• Stacey Ann Voorhees
• Stacey Alston-Loeb, Director of Marketing, Loving Guidance, Inc.

Congrats to the following:

• Amanda Wettstein, Baker Wettstein Public Relations, Inc.!, recently earned the distinction of APR.

APR is a mark of distinction for public relations professionals who demonstrate their commitment to the profession and to its ethical practice. Candidates earn accreditation based on broad knowledge, strategic perspective and sound professional judgment.

An APR workshop will be held at 6 p.m., Monday, Sept. 8, at Bennett & Company, 230 N. Westmonte Dr., Ste. 1000, Altamonte Springs. The one-hour workshop is an orientation to the APR process and the following topics will be covered:

1. APR Overview
2. Study Guide
3. Knowledge | Skills | Abilities
4. Application Process

Visit the official Web site of the Universal Accreditation Board for the Candidate's Process Chart for the Examination for Accreditation in Public Relations and the Eligibility Form.

Name: LaShonda Eaddy

Occupation: Internal Communications Coordinator, Florida Hospital

PRSA Involvement:

• 2007 PRSA Sunshine District Conference Committee Member
• 2008 Orlando Regional PRSA Vice President of Membership Recruitment

Person who has most influenced your life: My mother has influenced me the most because she raised me on her own and taught me the value of hard work, determination and perseverance. Through her I also learned that any situation is what you make of it.

Quote to live by: "Quitters never win and winners never quit." (I'm not sure who said that first.)

What made you choose PR as a profession: Initially I chose PR for the wrong reason. People used to tell me that I should go into PR since I was a people person. I am sure many of us have heard that before. During my first year of college I was fortunate to have a great professor for Intro to PR who helped me realize the real reasons that PR was a good fit for me. The best part of PR is that each day presents a new challenge. I love the variety.

Best PR advice you ever received: Tell it all and tell it fast.

Greatest accomplishment: Accomplishing my childhood dream of attending college out of state on an academic scholarship.

Something nobody really knows about you: I am very competitive and I HATE to lose.

Training/networking for current and prospective Florida PRSA chapter leaders

Ready to lead your PRSA chapter in the coming year? Thinking about ways to contribute to your chapter's long-term success?

Now's the perfect time to gather the tools you will need as you prepare for your leadership role in 2009 and beyond. Everything you and your team will find useful - from budgeting and finance, to programming and accreditation - is on the agenda for PRSA Sunshine District's annual Quick Start 2008.

Quick Start dates are August 22 -- 23 at the Courtyard Marriott on North Magnolia Avenue in Orlando. Additionally, a half-day APR session is free and open to all Sunshine District members, whether you attend Quick Start or not.

Registration is just $75 and more information is available at PRSA Orlando.

By Rochelle L. Ford, Ph.D., APR

In a race for the presidency, the nominee is not the only person whose character, experience and history influence the success of the candidacy. Voters consider the quality of those who surround the nominee, especially the nominee's spouse. This election's candidates are aware of the impact potential first ladies Cindy McCain and Michelle Obama have as their words and actions are reiterated, analyzed and critiqued. The careful way these women interact with the media and constituents holds several PR lessons for the thoughtful professional.

Click here to read the entire article online.

Looking for the best talent for your company? Then send your job openings to Meredith Spinder, PRSA Orlando's Job Bank coordinator.

PRSA Orlando's up-to-date job bank features the latest openings in Central Florida.