January PRSA Luncheon

PRSAPic

The Greater Fort Worth PRSA Chapter’s January luncheon has been moved up one day of the week, so please mark your calendars for Tuesday, Jan. 13, from 11:30 a.m.- 1 p.m. and join the GFW PRSA Chapter to kick off 2015!

Guided by strong leaders at the board and committee levels, the GFW PRSA Chapter has plans to make great strides in advancing the strategic plan laid forth for 2015, and we look forward to sharing this vision with you.

Tuesday, January 13 • 11:30 a.m. to 1 p.m.
Colonial Country Club (3735 Country Club Circle, Fort Worth, TX 76109)

Complimentary valet parking provided!

Registration is now open.

Cost:

  • GFW PRSA Members – $25
  • National PRSA Members – $30
  • Non-members – $35
  • Students – $20

Walk-ups: Add an additional $5 to the above prices

To account for additional costs associated with walk-ups and other meeting services, the Greater Fort Worth Chapter of PRSA uses the following reservation policy: Online reservations are due no later than 5 p.m. the Friday prior to the luncheon, and cancellations must be made by 5 p.m. the day before the luncheon. No-shows will be billed or a representative may attend in that person’s place at no additional charge. Walk-ups are accepted for an additional $5 if space is available.

2014 Chapter Awards: Unsung Hero and Rising Star

Chapter awards and student scholarships were presented during Fort Worth PRSA’s December luncheon at Colonial Country Club.

Unsung Hero

Congratulations to Moncrief Cancer Institute’s Liz Heck for being recognized as the 2014 Unsung Hero. The Unsung Hero award is given to recognize a member who has an unwavering dedication to the chapter and in whom we relied heavily on for guidance and service.

“Liz willingly shifted her volunteer service and role expectations when she stepped in and took over the Treasurer’s position early on in the year after the position was left vacant from a member departure,” said chapter president Richie Escovedo. “She was my go-to source for chapter finances having served in that same role last year plus she’s on track for continued chapter leadership as the 2015 VP of Membership/President-Elect.”

Rising Star

Congratulations to the Balcom Agency’s Lesley Dupre for being recognized as the 2014 Rising Star. The Rising Star chapter award is a way for the chapter to recognize and thank a member who has shown a growing commitment to the chapter, someone who seeks opportunities to better their volunteer role, and who continually provides exceptional service.

“Lesley provided exceptional service to the chapter as this year’s Digital Media Chair and sought ways to improve and amplify PRSA’s events and messages,” said Escovedo. “We look forward to her continued leadership as she takes on a new role in 2015 as Secretary.”

 

2014 Fort Worth PRSA Student Scholarship Winners

The Greater Fort Worth Chapter of PRSA awards up to three (3) student scholarships in the sum of $500. The award will honor outstanding students who exhibit dedication and demonstrate a commitment to the field while pursuing a degree in public relations. An ad-hoc committee from the board was established to review the entries and select the winners.

And the winners are…

madisonoberg Madison Oberg from TCU (graduating May 2016)

Why are you interested in a career in public relations? Madison said she’s interested in a career in public relations to help give a voice to those who do not have the means to speak for themselves. She hopes to help connect people with resources to people in need and advocate for individuals who deserve a better life. She loves the idea of utilizing her passion for communication to benefit the lives of others. Please join me in congratulating Madison Oberg.

stephanieStephanie Lowther from UTA (graduating May 2015)

Why do you think it is important for a PR student to be involved in PRSSA? As the current president of the UTA PRSSA chapter, I believe it is absolutely beneficial for students to join PRSSA. The is the only organization of campus that is geared toward PR students. It is a good group of people that can meet and share ideas and concerns with. We also have workshops and guest speakers that help students grow professionally. It truly does build the gap between student and professional.

Congratulations to Madison and Stephanie.

Yes, You Can Measure a PR Campaign

As diversity chair for the Greater Fort Worth Chapter of the Public Relations Society of America, I was tasked with bringing in a guest speaker to discuss communicating with a diverse audience. (The luncheon was focused specifically on diversity in November during PRSA National’s Diversity Month.) I invited L. Michelle Smith, AT&T’s head of corporate diversity, and was pleasantly surprised — and excited — when she discussed the company’s use of the Net Promoter Score, or NPS, to measure audience engagement with its brand.

NPS is a real-time measure of how your customers feel about you. Ms. Smith spoke about how AT&T had tailored a segmented messaging strategy to its LGBT audience and used the NPS system to measure the strategy’s effect.

We use the NPS system at The Starr Conspiracy to gauge client loyalty on an ongoing basis. It tells us how our clients feel about the results we’re delivering. The NPS uses a simple one- or two-question survey that measures a customer’s willingness to promote your business or brand — the ultimate test of client loyalty and the least expensive form of marketing.

The first question is simply: “On a scale of 0 to 10, with 10 being highly likely, how likely are you to recommend our company/product/service to a friend or family member?” Although most of our clients are unaware of how the system works, a nine or 10 means they are “promoters” and will probably help spur growth for the company. Clients who give a score of seven or eight are “passives,” meaning they are satisfied but vulnerable to other options. Clients who give a score of six or less are “detractors” — clients who are unhappy and will likely tarnish the brand through discussions with other potential clients. Your NPS is calculated by subtracting the percent of detractor responses from the percent of promoter responses. Raising one’s score is a major accomplishment.

What was fascinating about how AT&T used the NPS was that they used it to measure the effectiveness of a public relations campaign. Far too often we hear that measuring PR results is elusive at best. AT&T measured its NPS with an LGBT audience before launching a PR campaign: -2. Yes, negative 2. Yet, as Ms. Smith explained, AT&T had a compelling story to tell about its proactive, positive stance on LGBT issues. In fact, the company established a nondiscrimination policy in regard to LGBT employees as early as 1975 — well ahead of most of corporate America. The low benchmark NPS suggests AT&T was doing a poor job of telling its story as it related to the company’s history of very progressive policies that are supportive of the LGBT community.

After launching a series of award-winning campaigns to engage the LGBT community and share AT&T’s story, the company raised its NPS to a 13 — a 15-point move in the positive direction. And AT&T accomplished that on a shoestring budget. It tapped into its own employees’ stories and curated a social media strategy that engaged like-minded influencers (some of whom had crossover audience appeal) and leveraged carefully planned and timed earned media efforts.

Ms. Smith’s presentation illustrated how to develop an effective public relations strategy in a modern, digitally driven culture to tell a compelling story without forcing a message on an audience. What was most impressive was how AT&T deployed the use of NPS to measure the campaign’s success. Thorough planning and sound execution backed by measurable results are what every client expects of us as a marketing and advertising agency. It was reassuring to see how others are using NPS to validate solid work.

Tony Spangler is the Diversity Chair for PRSA Fort Worth and is Director of Communications for The Starr Conspiracy. This post first appeared on The Starr Conspiracy blog