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PRSA Oregon’s Newest APR: Amanda Roe

by Allison Bolt

With over 20 years of experience in marketing and communications, Amanda Roe has worked at Fortune 500, Fortune 100, and privately owned companies. After being recruited by Biamp Systems, she spent some time trying to work public relations into her regular duties as a brand marketing manager before making a pitch to the CEO. The company needed a dedicated public relations manager. She got the job and then faced her next hurdle – a deep organizational lack of understanding about the true scope and function of public relations.

Amanda decided to pursue APR accreditation to put weight behind what she says. Working in a highly technical field, she is often surrounded by engineers who value credentials over experience. She wanted to be able to point to formal training as a support for her recommendations.
Another motivating factor for her was the desire to gain new resources and new ways of looking at things. She wanted to make sure that new viewpoints would validate what she was doing and reinforce her gut instincts, but also provide alternatives to consider.

And finally, she was looking for a peer group to connect with. Forming relationships with PR professionals in a variety of roles across a wide range of industries was hugely rewarding for Amanda. “I have lots of experience and relationships with engineers, product managers, and sales teams,” she said, “but I wanted to develop a true public relations circle of peers.”

Happily for her, Amanda was able to reach all of these objectives and more by going through the accreditation process with the PRSA Oregon chapter. “I’m so thankful for how supportive and nurturing they have been through the process,” she said. While she had initially planned to pursue accreditation on her own, she was “gently encouraged” to wait until the prep class would begin the following February, and is glad she did.

Joining the class allowed her to develop the peer group she had hoped for. She also found that having the support of Fellows and the class mentors was valuable every step of the way. She was able to practice her Panel Presentation several times to refine it, and when it came time to take the test, she felt more than comfortable with the material.

As of the time of writing, Amanda has held her APR accreditation for three weeks, and is enjoying putting it to the test. She’s been congratulated by many of her colleagues, who have heard the news through the grapevine. “There’s a certain level of validity that I have now,” she said. “I know that I can hold my own when providing guidance and making strategic recommendations.” While she was always experienced, she’s already found that the APR accreditation has given her thenew level of credibility with her scientifically minded colleagues that she had hoped for.

When asked what advice she has for someone who may be considering working toward their APR, she recommends just talking to someone who’s already gone through it. “Your mind will be made up.” If you’re thinking about how to add value, punch, and validity to what you do, she continues, “I absolutely recommend it.”

From Our President: A Great Start to 2019!

It’s been a productive start to 2019 for PRSA Oregon’s board of directors. I’m excited about the enthusiasm, energy, and great work being done by the chapter’s leaders and committee volunteers.

The PRSA Oregon board just finished its 2019 strategic plan. That plan is a built around a vison of PRSA Oregon as a thriving statewide chapter.  It includes four priorities that will guide our work and investments this year: membership value, engagement, leadership and excellence.

One of the board’s most important priorities as a thriving statewide professional association is to serve our members and support their professional development. We are committed to delivering quality programs, events and activities that are relevant and timely, that serve your professional interests, and provide value for your investment. Especially important is to ensure the chapter’s professional development activities are accessible by members throughout Oregon and Southwest Washington.

Our members want to build professional networks, belong to something larger, and to make a difference.  An old proverb says, ‘you reap what you sow.’ What you give to your career and profession comes back to benefit you. It means being seen and heard and getting involved.

Here are some options to consider:

  • Volunteer for a PRSA committee .
  • Volunteer for our signature Communicator’s Conference on May 3.
  • Make time to attend a PRSA event, meet new professionals, and grow your network.
  • Advance your skills through contributed articles for the chapter newsletter.
  • Share your wisdom and experience through PRSA Oregon’s professional mentoring or APR readiness review.

The chapter offers many ways for you to connect, be involved and make a difference. Take that next step! It will make a difference—to your career, to our chapter, and our professional community.

The board of directors is committed to effective leadership and being good stewards of our chapter resources.  We strive to be the best leaders we can be, to mentor emerging leaders, and to use continuous quality improvement to evaluate and adapt our practices for the best results for our members and the organization.

Join us in advancing your career and helping to make this a great year for PRSA Oregon and the communities we serve.

Be sure to connect with PRSA Oregon on Facebook, Twitter, LinkedIn, and PRSAOregon.com.

Warmest regards,

Julie Reed, M.S., APR
President, PRSA Oregon

PRSA Oregon Statement in Response to DoubleTree Portland Incident

PRSA Oregon is the state’s leading professional development association for public relations and communications professionals. We value and are committed to diversity, equity and inclusion and being a professional organization that is welcoming to all.

As was widely published, in December 2018, the DoubleTree Hotel in Portland evicted Mr. Jermaine Massey, an African American hotel guest, who was falsely accused of loitering. PRSA Oregon soundly denounces the treatment of Mr. Massey.

PRSA Oregon has a longstanding relationship with the DoubleTree by Hilton Portland Hotel. The hotel has served as an event venue for PRSA Oregon’s professional development events, including our signature Communicators Conference. The recent racially-motivated incident at the hotel raised serious concerns about whether our organizations share the same values, and we advised the Doubletree Hotel of our position and commitment to diversity, equity, and inclusion.

The DoubleTree has been responsive to Mr. Massey and the community at large. We acknowledge the DoubleTree’s corrective action that included a public apology to Mr. Massey, terminating employment of the staff involved with the incident, and a public statement of commitment to ongoing and specific actions to evaluate and change business and human resource policies and practices to demonstrate a commitment to DEI principles and ensure this situation is never repeated.

PRSA Oregon will continue to be a vigilant proponent of diversity, equity and inclusion — in our practices and with our community and professional peers. We ask you to join us in supporting this important agenda.

Julie Reed, M.S., APR

2019 President, PRSA Oregon

 

Rhonda Morin, APR: Accreditation boosts credibility tenfold

By Jean Kempe-Ware, APR
Member, PRSA Oregon Membership Committee and APR Coaching Team

As a member of a Maine Wilderness Rescue Team and an emergency medical technician, she hung by ropes off cliffs and carried the injured on litters down mountains.

As a cyclocross racer, she navigates barriers, jumps off platforms and sprints through mud and has won multiple state titles and a bronze medal in a national championship.

And last fall, Rhonda Morin, executive director of communications and marketing for Clark College Foundation in Vancouver, WA, achieved another goal: Accreditation in Public Relations (APR).

“I can fix your wheel, fix your public relations problem and fix your broken arm … all in the same hour,” Rhonda laughs. “I know how to help people in crisis.”

From elephants to APR … a 20-year journey

During her 20-year career in communications and public relations, Rhonda organized a trip for international journalists to Zimbabwe, where she witnessed elephants in the wild. She worked as a journalist for niche magazines and in corporate communications for Maine Public Broadcasting. Currently, she edits Clark Partners, a 28-page alumni magazine.

In 2015, she received the platinum/gold award from the Council for Advancement and Support of Education (CASE) District VII for Best Practices in Fundraising Campaigns for Clark College Foundation’s $20 million campaign.

Why did Rhonda pursue APR at this stage in her career?

“Chuck Williams, APR, (PRSA Oregon’s APR guru) called me. He was kind, direct and persistent. ‘See you in February,’ he said.”

But Rhonda hesitated.

“I am curious and a lifetime learner. I have attended countless conferences and workshops in my career and thought I knew everything about public relations. I wondered what more I could learn. Plus, I’m a person who completes things. I hold my free time precious, and I knew the process would take time.”

After attending the APR orientation session, Rhonda knew she was in for the long haul.

“What I learned was above and beyond my expectations. The chapter’s APR sessions helped me put the puzzle pieces together. Everything I learned was applicable to my line of work.”

Rhonda gives up three races to study

Rhonda set a deadline to complete the process. She worked on her oral presentation at work during down time.

“That process helped sharpen my presentation skills,” she notes.

To study for the APR computer exam, she hunkered down for three solid weekends and for a few hours after work for about four weeks.

“Fall is my busy season. I race almost every weekend. I gave up three races to study for the APR test. That’s a big deal to me,” Rhonda said.

Rhonda’s credibility goes up tenfold

Was it worth it?

“As soon as I told my supervisor I was pursuing my APR, my credibility went up tenfold. Colleagues started coming to me to ask high-level questions. My credibility is higher than ever,” she says.

But, she notes, with accreditation comes responsibility. “You are now the voice of ethics and reason. You need to say, ‘Wait. Why do we need this?’ when someone suggests a tactic. ‘What is the goal? What is the objective?’”

Rhonda’s advice

Rhonda encourages fellow PRSA chapter members with at least five years of experience to pursue APR.

“You are busy. You have family. You have obligations. I had races. You’ve got to fit it in,” she says. “If you are serious about your career, if you want to jump to the next level, if you want credibility, if you want to boost your confidence, APR is how you do it.”

APR Orientation: Saturday, Feb 16

PRSA Oregon offers a series of free Saturday morning classes to help chapter members prepare for and successfully complete the accreditation process. The course begins with an orientation session Saturday, Feb. 16, location to be announced. Email [email protected] or [email protected] for more information.

 

Why Volunteer?

Whatever the reason you volunteer – learning, networking, mentoring, career growth, social engagement, bettering the community, an overactive hypothalamus – it is, indeed more blessed to give than to receive.

Take it from your 2018 PRSA Oregon Chapter Volunteer of the Year.

2018 PRSA Oregon Volunteer of the Year with Immediate Past President Brian Terrett

“I volunteer for all these reasons and more,” said Madeline Turnock, APR, strategic communications and partnerships advisor for Concordia University-Portland. “I feel I’ve gained much more from PRSA than I’ve given, after more than 20 years of involvement with PRSA, earning accreditation, serving on the board and committees, attending events, paying annual dues, and taking more than one hiatus when life or family called.”

Turnock credits her employers, colleagues, and mentors along the way for supporting her. She also shared that this year’s seven-member Spotlight Committee was among the most rewarding experiences because each volunteer was clear about what they wanted to contribute and had time to contribute, followed through, and carved out time to get to know each other and support each other professionally.

No matter what your personal reasons may be for membership, participation, and volunteering in PRSA, continue to put your job and family first, and then take that effort one step beyond to advance the profession.

Thank you to all our PRSA volunteers for giving of their time, talent and treasure.

 

*Pictured at top: 2018 PRSA Oregon Volunteers in attendance at the November 28 Annual Meeting!

Congrats 2018 Spotlight Award Winners & Awards of Distinction Honorees!

by Madeline Turnock, APR
Chair, PRSA Oregon Spotlight Awards & Past President, PRSA Portland Chapter

Strategic Communications & Partnerships, Concordia University-Portland

Thank you to all those who attended the PRSA Oregon 2018 Spotlight Awards! We were thrilled to recognize another year of premier communication campaigns and professionals in the presence of nearly 200 guests at the Multnomah Athletic Club on Nov. 7.

We showcased the excellent work of our Spotlight and Merit awardees, and recognized our four distinguished professionals with Awards of Distinction, including Mary Louise VanNatta, APR, Donna Z. Davis, Gary Withers, and Nicole Shaddy. Congratulations to newly accredited members Jaimee Mayfield, APR, and Rhonda Morin, APR, and to College of Fellows inductee: Brian Terrett, APR, PRSA Fellow.

We hope you enjoyed the photo booth images, and, in addition, click HERE for photographer Tim Horn’s professional images made available for free download. See the awards program and full list of award winners and honorees HERE. (View in 2-page mode for easier reading).

Thank you to all our PRSA Oregon volunteers, especially our Spotlight committee members – JoJoe Nujoy, Thelma Hale,  Denise Fornberg, Meghan Zea, McKinsey Redmond, Vicki Guinn, Sally Ridenour, and Alyssa Giaimo.

If you missed this year’s event, we hope you’ll join us next year. In the meantime, visit us on social media @PRSAOregon and @prsa_oregon. Participation and membership in PRSA – advancing the profession, upholding our code of ethics, and honoring outstanding work – is more important and meaningful than ever. See you in two weeks at the Annual Meeting on Nov. 29.

Dealing Honestly With Media When Your Client Doesn’t Want To Say Anything

By Vicky Hastings, APR
@vickyhastings

Why is it hard for some organizations to be transparent with media?

Honesty is always the best policy, as everyone knows. Not only do consumers prefer brands that are truthful, the PRSA Code of Ethics calls for it.

Many of us have faced situations in which an employer or client doesn’t want to comment on a controversial topic when queried by media. You, too, may be tapped to “keep us out of this story.”

What’s a PR practitioner to do?

If it’s a legal or personnel issue, and your organization has a policy of not publicly commenting such matters, you can say that with complete integrity.

But in other cases, it’s more complicated. Saying “no comment” is a comment it itself − one your client may not want to see when published.

Here are some alternatives:

  • Advocate for transparency so the organization can shape the outcome rather than allowing others to manage the message.
  • Be ready with a pre-approved reactive statement to be shared only when asked by media.
  • Advise that if the company is addressing the issue on social media, those comments may be included in the media story because reporters gather information everywhere. When asked by media for a for a point of view, share the social statement.
  • If leadership is unwilling to go on record after you’ve recommended taking the interview, authentically decline. You can tell the journalist “no one is available to comment” or “sorry, but we are unable to participate in this opportunity.”
  • Remind your client that they came to you to build visibility and they’re being giving an opportunity to share their point of view. Perhaps over time they’ll become more comfortable publicly taking a stand.

When unsure what to do, turn to the Code of Ethics for guidance on ethical practices. Honesty and integrity are among a successful PR practitioner’s most important assets.

Ethics and decision-making go hand in hand. Next time you’re challenged with making a tough choice at work, consider the six core values in PRSA’s Code of Ethics: Advocacy, Honesty, Expertise, Independence, Loyalty and Fairness. This is the second entry in a six-part blog series spotlighting these values.

 

Events

Join Us for CommCon 2019 on May 3!

Join the Public Relations Society of America Oregon chapter May 3 for #CommCon2019, the premier professional development opportunity for communicators in Oregon and throughout the Pacific Northwest.

This year’s conference is at Doubletree by Hilton Hotel in Portland, OR.

Communicating Through Chaos offers industry insights, interactive discussions and tangible skills. delivering valuable content through dynamic interactive presentations.

This year, We’re pleased to welcome two keynote speakers, Chuck Gose and Suzanne Stevens. Chuck is a strategic communication thought leader, an advisor with top employee communications platform socialchorus, and host of the Icology and Culture, Comms, and Cocktails podcasts as well as the Chuck Chats series with bananatag.

Suzanne is the Editor of the Portland Business Journal, Portland’s leading business-focused publication. Suzanne spent seven years as a senior editor at The Deal in New York, where she wrote about corporate mergers and acquisitions. Suzanne also spent time as an associate editor at Oregon Business Magazine and 12 years working in public radio at stations in Kentucky and North Carolina, where she was a frequent contributor to National Public Radio.

Register, see additional details & view the event schedule HERE

Purchase tickets HERE: https://www.eventbrite.com/e/2019-communicators-conference-tickets-56504750229