PRSA-OKC Responds to USA Today Book Review

February 12, 2009

To the Editor:

As the public relations profession continues to take hits in the media, we feel it necessary to respond to comments made in a Feb. 10 USA Today book review regarding the profession. In his review of the book PR: A Persuasive Industry: Spin, Public Relations and the Shaping of the Modern Media by Trevor Morris and Simon Goldsworthy, Seth Brown presents the view that "PR is amoral, difficult to define, and difficult to measure." We'd like to share a local, insider's take on that notion.

As members of the Oklahoma City chapter of the Public Relations Society of America, we're part of a group of 157 metro area PR professionals who abide by a code of ethics that includes specific provisions for advancing the free flow of accurate and truthful information, and for disclosing all information necessary to foster informed decision making in a democratic society. These are professionals that serve an important role in fostering mutually beneficial relationships between the public and non-profit organizations, associations, government agencies, academic institutions and businesses. A majority of our members received a formal college education in public relations, communication and journalism, and 25 percent have taken the extra step to become accredited in public relations.

To the layperson, PR is often viewed as simply "publicity." Writing and disseminating information to the media and acting as a liaison between an organization and the media is but one small part of a PR professional's work. While it is the work that is most visible to the people who write about PR in the media and the people who read it, PR professionals and the organizations that hire them know that there is much more to it.

In our democratic, free society, PR helps people reach decisions and function more effectively by contributing to mutual understanding among groups and institutions through two-way communication and building relationships. It helps organizations understand the attitudes and values of different audiences in order to further the achievement of their goals. The PR professional serves as a counselor to management and acts as a mediator to help translate an organization's goals into reasonable, publicly acceptable policies and actions, and to mitigate risks.

Public relations involves a wide array of tactics and strategies, however its impact is easy to measure with both attitudinal and behavioral metrics, as well as financial measures, such as return-on-investment. PR's impact can be quantified in terms of sales, market share, brand awareness, stock price, reputation and trust, customer satisfaction, fundraising, employee morale and retention, event participation, Web site traffic, and regulatory changes.

We encourage those who want to learn more about the PR profession to visit the Oklahoma City PRSA chapter's website at www.prsaokc.com and join us at one of our monthly luncheon meetings.

Derinda Lowe, APR, President
Katherine Leidy, ABC, APR, Advocacy Officer
Public Relations Society of America, Oklahoma City Chapter

PRSA-OKC Tapped to fill SW District Membership Chair; Still Looking for a Volunteer
(Jan. 21, 2009) An exciting opportunity that is available to members of the Oklahoma City Chapter, Public Relations Society of America. PRSA-OKC has been asked to identify a volunteer to serve as the Southwest District Membership Chair for 2009. This person will work with the chapter membership chairs within the Southwest District to help them achieve overall membership goals.

This is a great opportunity for one of our members to interact with other chapters within our district. Please contact Derinda Lowe, APR (405-744-6740 office) as soon as possible if you are interested in this opportunity.

PRSA-OKC Advocates Clean & Fair Campaign Communication
(Oct. 22, 2008) PRSA-OKC is taking part in a national effort to challenge local political campaigns to agree to uphold the highest standards of ethical practice in every facet of their campaign communications.

This dovetails with the PRSA national office’s challenge to the McCain and Obama campaigns, which launched last month. PRSA formally requested that campaign communications directors Robert Gibbs (Obama for America) and Jill Hazelbaker (John McCain 2008) sign a pledge obligating them to abide by the PRSA Code of Ethics in their campaign communications. Specific guidelines relevant to campaign communications policies under the PRSA Code include: being honest and accurate in all communications, acting promptly to correct erroneous communications, investigating the truthfulness and accuracy of information released on behalf of those represented, and avoiding deceptive practices.

On the local level, today our chapter is sending letters to campaigns for the Oklahoma Corporation Commission, U.S. House and U.S. Senate, asking them to take a pledge to commit to the principles of the PRSA Code of Ethics in these last weeks before the elections. We are also distributing to the local media an OpEd article by chapter President Danielle Walker, APR, regarding our challenge to Oklahoma’s candidates to make a formal commitment to accurate, truthful and respectful discourse.

The OpEd article also communicates that PRSA-OKC is responsible for representing, educating, setting standards of excellence and upholding a stringent code of ethics for not only our members, but the public relations profession within our state. In that role, PRSA-OKC is committed to advancing ethical communications practices and the free flow of accurate and truthful information. These principles not only guide our members and the profession, but also support fundamental rights of free speech and the public good.

Oklahoma City National Memorial Wins Coveted Bronze Anvil Award
(June 16, 2008) The Oklahoma City National Memorial received a coveted 2008 Bronze Anvil Award from the Public Relations Society of America (PRSA) for superior performance in the design and execution of an individual tactic within a broader public relations program. Winners of the award were recognized during the 2008 Silver Anvil Awards Evening, held June 5 at the Equitable Tower in New York City.

The Memorial received the Bronze Anvil Award for its Outdoor Walking Tour Podcast.

The Bronze Anvil Award was created by PRSA in 1969 to recognize outstanding public relations tactics — the individual items or components that contribute to the success of an overall program or campaign. Bronze Anvil Awards are possible in 63 categories and subcategories, including Media Relations, Newsletters, Web Sites, Feature Stories, Press/Media Kits, Podcasts, Word-of-Mouth and Blogs.

Entries are judged by teams of PRSA members — and others who have specific category expertise — across the country. Only one Bronze Anvil Award and up to two Bronze Anvil Awards of Commendation may be earned in each category or subcategory. No Bronze Anvil is awarded in those categories where the judges feel the entries do not rise to standards set forth for the award by PRSA.

Be a Part of History!
(Aug. 2, 2007) The State of Oklahoma will commemorate 100 years of statehood, Nov. 16 with a full day of celebratory activities in Guthrie.

Michael Dean, communications director for the Oklahoma Historical Society, expects both local and national media to cover this historic event.

To help make this event possible, PRSA-OKC will offer media relations expertise as part of the chapter’s commitment to public service.

We are in immediate need of volunteers to help create a press kit of “souvenir” quality. Press kits will be sent in September. If you would like to brainstorm ideas, please let co-chairs Holley Mangham and Karen Halvorson know.

Closer to the event, we will need volunteers to help stuff the press kits.

Nov. 16, volunteers are needed to man the credentialing tent and to assist in seating members of the media. More than 250 seats will be reserved for the media.

If you would like to help with any (or all) of these activities, please contact Holley Mangham, 405-419-8222 or Karen Halvorson, 405-553-3641.

Seven During 2007
(July 25, 2007) So far this year seven members of PRSA-OKC have achieved accreditation through national PRSA demonstrating that they have the knowledge, ethics and experience that sets them apart and that are dedicated to enhancing their own personal abilities. These practitioners have taken their careers to the next level.

• Karla Bradshaw, APR
• Bonnie Cain, APR
• Meta G. Carstarphen, APR
• Rob Crissinger, APR
• Becky Endicott, APR
• Marla Freeman, APR
• Lori Johnson, APR
• Alesha Leemaster, APR
• Jeanetta Sims, APR
• Amy Welch, APR

Begin the Accreditation process today

Local Members Take on National Roles
(July 24, 2007) Four members of the Oklahoma City Chapter of PRSA are participating at a national level on PRSA boards and or committees for 2007.

• Pamela Gutel, APR, PRSA-OKC Assembly Delegate, will serve on the new National Advocacy Advisory Board, which promotes the profession through issue-specific advocacy.
• Karen Halvorson, APR, PRSA-OKC Public Service Co-Chair and SW District Immediate Past Chair, has been asked to serve as the Chair of the Accreditation Marketing Committee and as a member of the National Nominating Committee.
• Brenda Jones, APR, PRSA-OKC Assembly Delegate, will serve on the PRSA National Capital Initiative, which focuses its efforts on advancing the public relations profession, the professional and Society in the Washington, DC area, and at the state level, with an emphasis on public relation’s role in the three branches of government.
• Sean Simpson, APR, PRSA-OKC Accreditation Chair has been selected to serve on the Universal Accreditation Board, which oversees the entire accreditation process.