March 17, 2008
Public Relations: Where We’ve Been and Where We’re Going
The PRSSA regional activity titled “Public Relations: Where We’ve Been and Where We’re Going” took place March 1-2 in downtown Nashville. Speakers from the nonprofit, sports, agency and entertainment sectors shared some insight and advice from their unique perspectives. It was also a great networking opportunity, because most of the professionals stuck around to answer questions and chat with students.
Rachel Holder, president and CEO of United Way of Rutherford and Cannon Counties, addressed the nonprofit sector. According to Holder, communication at a nonprofits range from fundraising, to volunteering, to advocacy. The key fundraising and volunteer target audiences, said Holder, are offices and retired people. Another key audience is those who are in need. If the United Way has great programs but the people who need them the most don’t know about them – what good are they? The organization also uses social media to communicate with its publics. Some of the “e-marketing” tactics include podcasts and e-newsletters.
Holder came up with a list of myths associated with working for a nonprofit:
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You have to starve to work in nonprofit – Many organizations recognize the need to attract talented individuals, and will compensate accordingly. There can be great benefits, and flex time.
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Everyone who works in a nonprofit is just a “do-gooder” who doesn’t care about having a successful career – The nonprofit sector is filled with people who are thriving at what they do.
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Upper level management is not the same – In nonprofit, you get to wear a lot of different hats.
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They depend on grants – Nonprofits have many healthy ways of earning funds
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There isn’t opportunity for growth – There are plenty of training opportunities and possibilities for advancement
Like many public relations jobs, two days are never the same:
All in a Day’s Work…
* Mailers
* Phone calls
* Meetings
* Media relations
* Developing partnerships
Holder’s favorite part about working for a nonprofit is the variety it affords her, the different people she gets to meet.
Dwight Spradlin, assistant director of communications for the Tennessee Titans, addressed public relations from the sports/entertainment point of view.
Spradlin explained that PR touches every aspect of the organization and there are many publics to think about. The external includes fans, media (national, local), community, and government. The internal includes players, employees, and executives.
The communications office is the nerve center, explained Spradlin, “I have to be in the know…and be the source of current information. People come to me for anything and everything.”
The Titans have an attitude of openness and transparency, and see the media as an asset. Spradlin believes being honest and inviting responsibility earns trust, which is key for any organization. “Sometimes your best PR is done before anything happens, so the public can understand better,” Spradlin said.
How his office tries to prevent the need for crisis communication:
* Steers conversations the way they want them to go
* Gets to know the players and coaches and their personalities/tendencies
* Continues media training
* Frequently updates controlled information (Web site, press releases)
All in a Day’s Work:
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Interview requests
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Press conferences
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Press releases
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Marketing
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Community Relations
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Media Guide
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Web site
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Gameday functions (350-400 media at each game)
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Crisis communication
There were some other speakers, too, but I don’t want this post to turn into a book. I am really satisfied with the event and am happy I took the time (and money) to attend. I have not decided what my ideal job in PR would be, so it was great to see the different sides of it.
I think whenever you have an opportunity to hear from or meet with a professional in your field, you should jump on it – not only to learn from them, but to network as well. You never know how you may need them in the future, or how you could be of service to them (always remember networking is a two-way street).
I’d love to hear of any events you’ve gone to, or professionals you’ve met with and what you took away. Feel free to post on your experiences!
Check here to see if there will be a PRSSA regional activity in your area!
Raw Relations 