April 28 program teaches skills for life:

ELECTRONIC BULLETIN
Detroit Chapter Public Relations Society of America • www.prsadetroit.org
April 2009 | Volume 77, No. 21
April 28 program teaches skills for life:
How to build your personal brand
Job security is crucial during tough economic times. What does it
take to stand out above the rest?
Denise Anne Taylor, founder of the Passport for Success programs
which feature international protocol and business etiquette techniques,
will be teaching you how to build and refine your personal brand –
whether you are a new graduate looking for an entry-level position or
a seasoned professional. During this Tuesday, April 28, PRSA-Detroit
evening program, Taylor will cover the following topics:
• Impression management: Understanding your impact on those
you engage
• Business communication styles: Strategies to effectively build
rapport and command authority
• Conversation skills: Learn the art of power talk
• How to work a room: Navigate any business social situation
with ease
Taylor will show why these skills are crucial and how you can
leverage these skills and behaviors to build trust and drive results. While
sponsored by the PRSA-Detroit New Professionals, the event is open
to all PRSA-Detroit practitioners looking to build or enhance their
personal brand – members at all levels are welcome and encouraged
to attend.
Taylor was trained and certified by The Protocol School
of Washington, the nation’s leading protocol and etiquette firm. She
has more than 20 years of corporate product and sales training
background and has worked with organizations such
as Chrysler, La-Z-Boy, Federal Mogul, GE and
Comerica. She is the founder of Competitive
Advantage, Inc., which provides “skills for life” seminars,
training and consulting that enhances an individual’s
ability to navigate successfully in the workplace by
applying business etiquette, international protocol,
Denise Anne
and executive dining strategies. Taylor serves
Taylor
on the board of Metro Detroit’s 101 Best and
Brightest Companies and is a member of the Michigan Business and
Professional Association.
This event will be held Tuesday, April 28, from 6 to 8 p.m. at the
American Cancer Society, 20450 Civic Center Drive in Southfield.
Cost of the meeting is $15 for PRSA-Detroit members and $25 for
non-members, which includes light appetizers and refreshments.
Reservations can be made via PayPal at www.prsadetroit.org (you do
not need a PayPal account to use PayPal). Any questions, please contact
Nancy Skidmore at nskidmore@earthlink.net or at 248.545.6499.
Join chapter colleagues on
Two growing social media groups are handy places to learn about
chapter events, comment on PR topics and share news links about your
business, your blog and our industry.
Here’s how to connect with PRSA-Detroit colleagues if you’re on
one or both social networks:
Click on ‘Search Groups’ from drop-down menu at top
right. Enter PRSA-Detroit (with hyphen). Click ‘Join this group’ on
last line of description.
and
Enter PRSA-Detroit in search window and click ‘Join group.’
Facebook group members receive occasional event invitations
as reminders about chapter programs and a chance to see who’s
attending.
We look forward to seeing and hearing from more people at our
“e-town squares.”
INSIDE
From the President’s Desk...... 2
April is ‘Accreditation Month’
at PRSA.................................. 3
PRSA can help you develop
your career! ............................ 3
PRSA/AAPA seminar
June 23-25 in Detroit............. 4
MSU offers PR/advertising
classes in Novi........................ 4
Call for digital
workshop sessions................... 5
Click on links above to go to stories
Worth Noting......................... 5
Calendar.................................. 5
Save the date.......................... 5
PRSA-Detroit Chapter
2009 Officers
FROM THE PRESIDENT’S DESK
Adjusting to market realities
By Kim Skeltis, APR
President, Kim Skeltis, APR
kskeltis@stratacomm.net, 248.824.8200
Vice President, Rich Donley, APR
donley@airfoilpr.com, 248.304.1430
Treasurer, Melanie Davis, APR
melanie@dkdlegal.com, 586.685.3106
Secretary, Susan Ferraro, APR
ferraro@franco.com, 313.567.5046
Past President, Scott Simons, APR
simonss@dteenergy.com, 313.235.8808
Board of Directors
Jocelyn Allen
jocelyn.allen@onstar.com, 313.665.2790
Dan Artman, APR
dallenpk@aol.com, 313.928.3895
Mark Benner, APR
mbenner@campbell-ewald.com,
586.558.6281
Kim Eberhardt
keberhardt@hennesseycap.com,
248.658.3206
Jennifer Flowers, APR
jflower3@hfhs.org, 313.874.3146
Linda Hagan, Ph. D., APR
lhagan@walshcollege.edu, 248.735.2422
Mike Isopi
michael.isopi@prnewswire.com,
248.797.8004
Jessica Killenberg, APR
jkillenberg@bianchipr.com, 248.269.1122
Debra Lacey, APR
debra.l.lacey@jci.com, 734.254.5735
Susan Schwandt, APR
sschwan1@hap.org, 248.443.1076
Carrie Zarotney
carriez@bbcc.com, 248.644.1700
PRSA-Detroit Chapter Bulletin
This edition edited by
John Austerberry, APR, and Len Singer.
The PRSA-Detroit Bulletin is provided
to all members in good standing of the
Detroit Chapter of the Public Relations
Society of America, and is dues-supported.
Subscriptions are available to nonmembers for $50 a year by writing Nancy
Skidmore at 1824 E. Greig Avenue,
Madison Heights, MI 48071, calling
248.545.6499, faxing 248.545.4944
or e-mailing nskidmore@earthlink.net.
Items for publication should be sent to
John Austerberry c/o DTE Energy
2000 Second Ave., Detrioit, MI 48226,
phone 313.235.8859
fax 313.235.8055
email austerberryj@dteenergy.com.
Deadline for the next Bulletin is April 17.
It’s an understatement to say that we’ve entered a time of change. We feel it daily, as
companies creatively conserve by doing everything from switching to four-day work weeks,
to initiating involuntary furloughs, to even shutting off elevators and lights after hours.
PRSA is a reflection of the business world around it. Our organization is not immune
to the hardships our companies face, and it is adapting in its own way. You’ve already
seen some of the changes with our new monthly program format of boxed lunches at
hosted corporate space, in return for a greatly reduced cost of $15 (breakfasts are $10). Changes are continuing
to roll through our chapter. I think you’ll find them to be very responsible, creative changes by our committee
and board leaders so you continue to receive great value for your membership.
Golf Committee becomes Bowl-a-thon Committee
One change you will experience this year is what we’re not doing – which is a golf outing. Our conscientious
golf committee chairs Kim Eberhardt and Glen Foldessy recognized that, during these times, corporate golf
outings aren’t receiving the sponsorships or attendance of previous years. Setting aside any personal love of
the sport, they brought to the board’s attention that the cost to run a golf outing could put our chapter in a
vulnerable position without enough golfers or sponsorships. But if we take a step back, the reason the golf
outing exists is to raise money for annual scholarships, which we have awarded since 1993. In fact, we have
given away an impressive 25 scholarships totaling $42,000 since our program’s inception.
While creating a great golf experience certainly is important, it is a secondary objective to helping students
pay for college. If we can’t cover costs, that objective cannot become a reality. The committee adapted
on a dime by finding another way to generate scholarship funds that doesn’t require as large an operating
budget – and thus was born the PRSA-Detroit Strikes for Scholarships. Golf fans, take heart - this change is
only temporary to get through this economic slump – but this is also an opportunity to bring in even more
participants for this fundraising event. So mark your calendars for Thursday, June 11 at Thunderbird Lanes in
Troy - we hope everyone will show their support. Even if you’re not a bowler, join your PRSA friends for
food, drinks and fellowship plus plenty of bowling stunts. See page 5 for details.
National introduces financial hardship plan
I have received phone calls and emails asking if PRSA National is doing anything about the cost of dues with
people losing jobs and not being able to afford a membership. PRSA National has listened and responded, and
is introducing a new financial hardship plan to help those who have lost jobs or are experiencing a disability.
Those who have been in PRSA for five or more years can contact Member Services at membership@prsa.org
or at 212.460.1400 to receive an application. The hardship dues rate (a one-time offer) for regular National
members is $115, a savings of $110 from the full dues of $225, though you will need to pay in full versus the
quarterly payment plan. The Detroit chapter has also chosen to participate at a local level, and we will offer
two free programs up to a total value of $30 for anyone who has been approved by PRSA National to be on
this plan.
2009 chapter sponsor packages reduced
You will also see some major changes in the chapter sponsorship packages that will be promoted in a mailer
going out this month. We have discounted sponsorship package rates at every level, including the entry-level
Supporter category. Simultaneously, we have beefed up sponsorship benefits by adding more value at each
level. We’re also giving you better financial incentives if you can commit to more than one year, with an
additional 10 percent discount for a two-year commitment and 15 precent for a three-year. And finally, we’re
adding more customization, where you can pick categories out of a list to get what you want, as well as some
high-value a’ la carte and in-kind sponsorships on everything from a title sponsor of the annual meeting, to
hosting a new member network breakfast, to underwriting the printing of the member directory. Don’t see
something on the list? Suggest it! Fundraising chairs Barb Palazzo and Melanie Davis have worked hard to create
these very enticing sponsorship packages – please contact either of them to learn more.
We appreciate all of your wonderful ideas and contributions to help this chapter adapt and thrive even in
the toughest times. If you have an idea you would like to share about how we can creatively add more value
to our members, please contact me.
Visit the PRSA-Detroit Web site
at www.prsadetroit.org.
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Visit PRSA Detroit at www.prsadetroit.org
April is ‘Accreditation Month’ at PRSA
PRSA is officially celebrating Accredited in Public Relations (APR)
month in April with a series of special events including:
• Free Webinar, Thursday, April 9, 3 p.m. EDT
Topic: Accelerate your career in public relations
Steps you can take now to prepare for your future
Learn how you can accelerate your public relations career even
when job opportunities are scarce. Panelists include: Kenneth D.
Makovsky, APR, Fellow, PRSA, president of Makovsky & Co.,
one of the top 25 public relations firms in the United States; Helen
Vollmer, APR, CEO of VOLLMER, where she provides
strategic input and creative direction to all account teams. Jenny
Schade, president, JRS Consulting, Inc., will be moderator.
• Open House Webinar for potential APR candidates, April 21,
3 p.m. EDT
For more information, contact PRSA’s national accreditation leader
Kathy Mulvihill at kathy.mulvihill@prsa.org or at 212.460.1436.
PRSA can help you develop your career and save money!
By Melissa Sampey
Join PRSA National during April 2009 and receive a free oneyear New Professionals Section membership (a $20 value) with your
paid PRSA National membership. The New Professionals Section
offers benefits catered to the new professional (less than two years
of experience) such as cost-effective programs, career guidance,
e-newsletters, networking, leadership opportunities and a mentoring
program for those starting their careers.
With a PRSA membership you can:
• Extend your network while increasing your knowledge
• Stay on top of emerging trends and industry news
• Find answers to your public relations questions
• Keep learning
• Accelerate your career
Hurry, while this promotion lasts, to join a community that you can
count on at any level of your career. Visit www.prsa.org/membership to
learn more and include promotional code APR2009 to receive the free
New Professionals membership. Not a new professional yourself but
know someone who is? Spread the word, or consider it a graduation
gift for a PR mentee.
PRSA-Detroit Sponsors
PRSA-Detroit wishes to thank the following sponsors for their generous support of the ­chapter’s programs and publications:
Click on Logos to visit sponsor’s web site
Chapter Sponsors:
Patrons:
The official newswire of PRSA Detroit
P U B L I C
R E L A T I O N S
Supporters:
Benefactor Sponsors:
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Visit PRSA Detroit at www.prsadetroit.org
PRSA-Detroit partners with American Association of Port Authorities
for public relations seminar June 23-25 in Detroit
By Aaron Ellis, Communications Director, American Association of Port Authorities
Work days for most public relations practitioners involve at least
some element of “putting out fires.” These are incidents that typically
crop up when you don’t expect them, usually causing you to have
to put aside other important things, like working on your strategic
communications plan, which could have prevented the incident from
becoming a “fire” in the first place.
If this sounds familiar, consider attending the joint PRSADetroit/American Association of Port Authorities (AAPA) public
relations seminar, “Strategic Communications Planning, Execution &
Measurement.”
Slated for June 23-25 at the Detroit Marriott Renaissance Center
and created for public relations practitioners from all industries, this
comprehensive PR and marketing seminar will explore the full scope
of developing a successful strategic communications plan. On the final
day of the program, each participant will be assigned to one of several
small group “teams” and challenged in a half-day workshop to write a
plan of their own.
Sessions will address:
• The value of a well-developed strategic public relations program
• Outlining the necessary ingredients for a successful plan
• Audience perception polling
• Defining your goals and objectives
• Assessing your time, money and staff resources
• Determining the best communications “tools” for the job
• Formal and informal communications audits
• Case studies, tips, and a half-day interactive writing workshop
The registration fee for PRSA members is $765 for the full 2 ½-day
seminar, or $150 for only the a la carte strategic public relations plan
writing workshop on Friday, June 25 (included in full seminar fee).
PRSA members are receiving access to this excellent seminar at the same
rate as AAPA members. The non-member full seminar rate is $880.
For more information or to register, click on PRSA/AAPA Strategic
Communications Planning, Execution & Measurement Seminar. Reward
yourself – participation can help jump-start or reinvigorate your career.
You can also receive APR maintenance points for participating.
MSU offers PR/advertising classes in Novi
Michigan State University’s Department of Advertising, Public
Relations and Retailing will be offering a number of classes this
summer at Walsh College’s Novi campus. Classes which will be offered
include:
Adv 205 – Principles of Advertising: Principles and practices of
advertising in relation to economies, societies and mass communication.
Adv 220 – Creative Processes: Creativity and advertising.
Psychology of the creative process. Relationship of creativity to the
development of ideas and messages in the major advertising media.
Adv 225 – Writing for PR: Theory and practice of preparing
written business communications.
Adv 260 - Role and Function of Public Relations in
Society: History of the field. Roles of practitioners and understanding
the unique professional areas within the field of public relations.
Adv 275 - Integrated Strategies: Practice in strategic reasoning
from institutional and individual perspectives to aid in the planning of
communications campaigns for industry and not for profit organizations.
Adv 425 - Public Relations Strategy: Analyze classic and
current public relations cases. Apply strategy to communicating in the
business context. Understand strategy developed and executed for the
purpose of achieving goals and objectives.
CAS 299 - Media Writing: Writing for mass media.
Adv 492 - Sports Management: Entertainment and promotions
seminar. An introduction to the work of the public relations practitioner
in the business of entertainment and sports.
Adv 492 - New Media Drivers License: Digital Communication
Seminar. This seminar will place students on the leading edge of social
media, search engine optimization and marketing using tools for new
media including Facebook, Linkedin, and dozens more. Laptops required.
Some classes will begin in May, while others will be offered
later in the summer. To enroll in these classes or for more
information, contact Joseph Wald, Director of MSU’s Advertising, Public
Relations and Retailing off-campus programs at waldj@msu.edu or
call at 517.353.9064.
Call for digital workshop sessions
Want to showcase your agency’s expertise?
In an effort to offer more free programming for PRSA members, we
are looking for agencies/consultants that would want to host a handson program for our members on their areas of expertise – specifically
digital communications.
Programs ideally would be hosted on a weekday from 8 to 9:30 a.m.
You would be responsible for providing a location and a contact person
to handle RSVPs and planning details.
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If you are interested in hosting a session, please contact PRSADetroit Programming at prsadetroit.programs@gmail.com. Provide
the subject area of expertise your company would like to present, a
program title, a proposed program description (2 to 5 sentences) and a
brief bio of your proposed presenter.
Visit PRSA Detroit at www.prsadetroit.org
WORTH NOTING
Bianchi Public Relations has been selected as the public relations
agency of record by Archetype Joint, LLC, an independent joint
design and testing firm, based in Orion, Mich. Archetype Joint offers
a full range of testing capabilities and analytical laboratory equipment
to support joint design, testing and validation, and works with such
companies as BAE Systems, Ford Motor, GE Aviation, General
Dynamics Land Systems, Raytheon, Textron Systems and TRW
Automotive.
lovio george communications + design has announced that the
agency will provide marketing services for ROAST, a new restaurant
located on the street level of the historic Westin Book Cadillac on
Washington Blvd. in Detroit. Star chef Michael Symon is chef and
partner of ROAST.
Identity Marketing & Public Relations has been retained by
San Francisco-based Claudia Sagan, Inc. for public relations support
and counsel. Claudia Sagan, Inc. a retail and real estate consulting
firm founded in 2005 by retail veteran and namesake Claudia Sagan,
provides strategic real estate consulting services to retailers and shopping
center developers nationwide.
Marx Layne & Co. has launched a social media and marketing
practice area aimed at small and medium-sized businesses. The new
social media practice will help clients research the thousands of
networking sites and on-line tools that are available. In other news,
Marx Layne has been named one of Michigan’s best businesses for the
second year in a row by readers of Corp! Magazine.
Calendar
April 28 – Evening program on “Building your personal brand”
featuring Denise Anne Taylor, founder of the Passport for Success
programs – 6 to 8 p.m. at the American Cancer Society, 20450 Civic
Center Drive in Southfield – $15 for PRSA-Detroit members, $25
for non-members, which includes light appetizers and refreshments.
Reservations can be made via PayPal at www.prsadetroit.org (you do
not need a PayPal account to use PayPal). Any questions, please contact
Nancy Skidmore at nskidmore@earthlink.net or at 248.545.6499.
June 11 – PRSA-Detroit Strikes for Scholarship to benefit the
PRSA-Detroit scholarship program – Thunderbird Lanes in Troy,
4:30 to 8 p.m. $20 per person, $100 for five-member team. For more
information, contact Nancy Skidmore at nskidmore@earthlink.net or
at 248.545.6499
June 23 - 25 – Joint PRSA-Detroit/American Association of Port
Authorities (AAPA) “Strategic Communications Planning, Execution
& Measurement” seminar - Detroit Marriott Renaissance Center $765 for PRSA/AAPA members, $880 for non-members; $150 a
la carte for half-day strategic plan writing workshop on Thursday,
June 25 (included in full seminar price). To register, click http://
www.aapa-ports.org/Programs/seminarschedule.cfm?itemnumber=10716
or contact Aaron Ellis at aellis@aapa-ports.org or at 703.706.4714 for
more information.
Save the date
What: PRSA-Detroit Strikes for Scholarships, a new event for
bowlers of all skill levels to have fun and raise money for the
chapter scholarship fund.
When: June 11, 4:30 to 8 p.m.
Where: Thunderbird Lanes, 400 W. Maple Rd., Troy.
How much: $20 per person, or $100 for a team of five.
What else: Includes three games of bowling, shoes, ball, pizza
and pop. Beer, wine and mixed drinks are available for purchase.
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Jenny Schade, president of JRS Consulting, offers practical suggestions for
succeeding during an economic downturn – both as an individual and as
a business – during a joint PRSA-Detroit-IABC Detroit program at
Kelly Services world headquarters in Troy on March 11. About 80
members of both organizations attended.
Visit PRSA Detroit at www.prsadetroit.org