With sadness, we share that former PRSA Oregon member and longtime PR colleague Kerry Dugan died earlier this month of brain cancer/glioblastoma, at the age of 60.
Many in our community remember Kerry. Practitioner Paulette Peynet, CFRE, shared her memory, “Kerry’s mastery of public relations was superior. But, more, Kerry was a treasured colleague. He helped many people, from newcomers to seasoned practitioners. He helped our local PRSA chapter. He absolutely advanced our public relations profession as a management discipline.”
Dianne Danowski Smith, APR, Fellow PRSA said, “I knew Kerry well and am so very sorry our community has lost his light. He and I served on the PRSA PDX board together in the mid-90s, co-conducted job search workshops together in 1997-’98 for the chapter, won a Spotlight together in 2000, and then I hired him and his firm, Dugan Strategic Marketing, to work with me on two major clients from 2010 to 2017.” She added that he made a strong impression on those who knew him and was already ready to help whenever needed.
Said David Thompson, APR, “Kerry was one of the nicest, most helpful people I’ve met in the PR industry. He always had a smile and an encouraging word. He inspired me—and I’m sure many others.”
Kerry had quite a successful and multifaceted career. Early in his PR career (after modeling in NYC), he directed regional marketing for Ringling Bros./Barnum & Bailey Circus, Walt Disney on Ice, and Evergreen International Aviation. In the 1980s, Kerry learned the ropes from his mother, Mary Dugan, who was legendary in advertising. Kerry had memberships and provided board leadership to both the PRSA PDX board and the Portland Advertising Federation. In the ‘90s, he served in the City of Portland’s Emergency Management Bureau and ran for Multnomah County Commissioner in 2004. He eventually founded two agencies: Dugan Inc. Advertising and Public Relations, and most recently, Dugan Strategic Marketing.
His community outreach voluntarism was also legendary, serving in key roles for American Red Cross, MacDonald Residence/Assisted Living, Columbia River Correctional Institution, Multnomah County foster child camps, Meals on Wheels, and at Hiteon Elementary in art literacy.
Peynet added, “Those who knew Kerry will remember his stunning work on our PRSA board. He was a leader in every PRSA program: speaker recruitment, conference, professional development, Spotlight Awards, mentoring. I saw him often at UO’s portfolio reviews, meeting one-to-one with an appreciative PR student.”
She continued, “For those who knew Kerry, they will remember his precise expertise, his long list of achievements and, most of all: his humanity. Our Oregon chapter is fortunate to have had legends like Bill Marsh, John Pihas, Barbara Stallcup Miller. Add Kerry Dugan to the list of Oregon public relations treasures.”
If you knew Kerry and would like to share your remembrances with the family, email [email protected].
Contributed by PRSA Oregon partner Allen Hall PR,
University of Oregon
The PESO model is a visual representation of the four types of media combined for a successful PR campaign. The model was created by Gini Dietrich who founded and co-authors the blog Spin Sucks and has years of communications industry wisdom under her belt. PESO stands for Paid, Earned, Shared and Owned Media. Each type of media is important to build brand awareness and see results. If all four types of media are created and maintained successfully, according to Dietrich, “it can help you establish authority… [which] means you’re a thought leader.”
Paid media refers to the sponsored content seen online, social media ads and other digital marketing options. This option does not have to break the bank. Set aside a small budget and choose to sponsor a piece of content that represents the brand well. Test out what content works well for your brand and what doesn’t. Eventually, trends will start to show about what is effective, and then more money can be confidently put into these advertisements.
Earned media is the traditional media relations that the PR world has been doing for decades. Getting your brand’s name in print from a third-party source is obviously still an excellent way to build credibility for your brand. With the ever-growing communications field and the dwindling number of journalists, building and maintaining relationships with the press is crucial to success in earned media.
Shared media (which some people combine with owned media) is social media. This is the content that is going on all the brand’s social platforms. To be successful, content needs to be creative, authentic and posted regularly. Brands need to be active on Twitter, Instagram, Facebook and Pinterest for starters, be a part of conversations about the industry the brand works in and have a clear and developed brand voice that makes content stand out. Right now on Instagram especially, but also Facebook and Snapchat, stories are where users spend a lot of their time on the apps. Therefore, brands need to be creating content every day that can be added to the brand’s story. Make it interactive with a poll or a question to get users more engaged. Make sure to follow trends and work out how the brand’s voice can contribute to them.
Owned media is content that the brand produces itself. A lot of this media likely resides on the brand’s website. These are things like a blog, a podcast, photo series, stories written by people from the brand, and any other content created in-house that is not on social media. Owned media is where the brand has the most freedom to tell its own story. However, the other three types of media are essential for creating credibility.
Contributed by PRSA Oregon partner
Allen Hall PR, University of Oregon
Public relations professionals come from a variety of backgrounds with an array of expertise. A common background for those currently working in PR often begins with journalism. The two fields have similar core characteristics that make the skills learned in a journalism career easily transferable to the PR world and vice versa. The following are a few of the many components journalism and public relations have in common.
PR and journalism deal directly with communication. They also share a common audience – the public. It is the job of the PR representative as well as the journalist to serve as a public informant with pertinent information. The entire idea behind the two professions is that the public can look to these people and know they are going to be kept up to date with the news occurring around them. Whether it is an article in the local newspaper or a press release from Google, PR professionals and journalists alike are constantly sharing information with the public.
Pitching is one of the biggest components when it comes to PR and journalism. Both professions call for the sharing of ideas and this is generally when PR professionals and journalists will interact the most. In PR, most pitching is done to the media, meaning PR professionals must convince journalists that a story pertaining to their brand is good enough to be shared with the public and categorized as newsworthy. In journalism, it comes down to pitching stories to an editor and convincing them that the story is worth letting the public know about. Being able to pitch a story and have it get picked up by a journalist or the media outlet itself is a strong skill that is constantly used in both professions.
PR and journalism are fields in which the professional tells a story. On one hand, the PR representative is telling the story of a brand while journalists are telling the story of the people. PR generally tells that story to the public in the form of campaigns and products while journalists will use media as the primary source of communication. PR storytelling is more end goal-focused while journalism deals less with strategic communication. In the end, the core characteristic remains the same. Both professions call for storytelling as a vital skill that is at the heart of communication.
In both PR and journalism, trust is essential. Trust between the communicator and the public is crucial for PR and journalism to survive – it is also one of the most important components in each profession’s code of ethics. In PR you must have the trust of the public in order to maintain a mutually beneficial relationship. In journalism, you must operate as a non-bias “watchdog” in order to share facts and truth with your audience. If there is ever a mistake or mix-up, professionals in both fields are expected to come forward and state their wrong because, without transparency, both professions would lose vital audience trust.