January 2017 Luncheon

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“How to Be Effective in an Ever-Changing Information Environment ”
January 11 – GFW PRSA January Luncheon

Join the Greater Fort Worth PRSA chapter on Wednesday, January 11, at 11:30 a.m. at the City Club of Fort Worth to learn how to be effective in the ever-changing global information environment. Our chapter’s own Robert Hastings, APR, Fellow PRSA, will share how to plan and implement strategic communications in a corporate world. He will touch on how to use research to better target your audiences, focus your strategies, measure your success and improve your ROI.

Register today!

November 2016 Member Spotlight: Jill Anderson, APR

profilepicName: Jill Anderson, APR

Job Title/Company: Director of Marketing/ACH Child and Family Services

College/Degree/Graduation Date: Baylor University/Bachelor of Arts in Journalism/December 16, 2006

Hometown: I’m a military brat, so I’ve moved around a bit. Born in Selma, Alabama, lived in North Dakota, Alaska, and Texas. I claim Texas now since I’ve spent my adult life here. J

Position within GFW PRSA (i/a): Secretary

Childhood ambition (what did you want to be when you grew up?): I wanted to be a teacher most of my childhood, then a writer, and as a freshman in college I wanted to be a psychologist.

Current livelihood (what you’re actually doing as a grown-up): As the director of marketing for ACH, I get to do most of what I wanted to do as a kid. I write stories, teach through speaking events and tours, and study audience trends. And all the other things too – PR, agency communications, graphic design, social media management and web management.

First PR job: Public Relations Officer at Methodist Children’s Home

What you know now that you wish you’d known then: In a leadership role, there are a lot of difficult decisions and situations to deal with daily. The challenge is to handle them appropriately and quickly, and still be an encouraging leader that your team wants to follow to success with each project.

Best piece of advice you’ve ever received: At this point in my life, some advice given to me recently really resonated with me. It was from a woman, who now is a grandmother and successful business owner, who said that there’s time to do what I want to do. There’s no need to rush. Enjoy life and enjoy my children while they are young because the time will go by quickly.

Greatest professional or personal accomplishment: Earning my bachelor’s degree from Baylor University – I was the first in my family to earn a four-year degree. Secondly, it would be achieving my APR this year. Next is to earn the MBA!

If you weren’t in PR, you would be ______?: Owner of an independent bookstore and bakery.

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Desired legacy: To raise my two girls to be loving, kind and generous people who are willing to help those who need it most. I hope to foster children who need a safe home one day. I’d like to say I made a positive difference in someone’s life.

Why did you originally join PRSA?: My career has been in nonprofit and government PR, and generally we’re limited to the number of staff we have in the PR department. So I initially joined to network with other professionals in the field and continue my education.

Finally, tell us about your hometown and what makes it cool: I’ll go with Alaska since that’s where I spent most of my childhood. It was dark during most of the day in the winter, but what people may not realize is the incredible displays of the Northern Lights we got to enjoy throughout winter. They were beautiful and I miss seeing them. As a teen, my vehicle of choice was a snow mobile. And I lived 15 miles from THE Santa Clause House in the town of North Pole, AK.

November 2016 Luncheon

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“Latino Millennial Mindset”
November 9 – GFW PRSA November Luncheon

Accounting for nearly a quarter of the entire millennial population, U.S. Latino millennials are flexing their influence and buying power more than ever. As brands develop marketing and messaging strategies targeted to millennials, understanding the motivations, similarities and differences between Latino millennials and their Anglo counterparts is a critical component to success.

Register today to join the Greater Fort Worth Chapter of PRSA on Wednesday, Nov. 9!

Becky Arreaga, president and partner at Mercury Mambo, will help you understand the Latino millennial mindset and how brands are harnessing this energy in unique and surprising ways. Highlights will include an overview of Latino millennial demographics, an understanding of current macro trends, and examples of brands connecting with this audience to build lasting and profitable relationships.

October 2016 Luncheon

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Think you’re ready for your next crisis? Join the Greater Fort Worth Chapter of PRSA on Wednesday, October 12, for our professional development program. Test your level of preparedness during this three-hour simulation workshop led by Fran Stephenson, APR, of Step In Communication. Participants will work in teams to solve a surprise crisis scenario using role playing, critical thinking, project management and negotiation to prepare their spokesperson to go on camera and “meet the media.” A group debrief will help participants develop a framework for future crisis response. Additionally, after the event is over, Fran will provide a detailed written critique of each spokesperson’s media briefing, along with their video clip.

Register today!

Registration Deadline
Friday, October 7, 2016

***** Notice of Annual Membership Meeting of Fort Worth PRSA *****

Schedule

8 a.m. – Seminar Registration/Networking
8:30-11:30 a.m. – Group Crisis Simulation Program
11:30 a.m.-12 p.m. – Luncheon Registration/Networking (Please note: the room will be changed over for lunch from 11:30 to 11:50 a.m.)
12-1 p.m. – Annual Membership Meeting and Luncheon Program

During the annual membership meeting portion of the luncheon, members will vote on the slate of the officers compiled by the Nominations Committee for the 2017 Greater Fort Worth Chapter. (Please note: The full slate will be released at a later date.)

When
Wednesday, October 12, 2016 8:00 AM – 1:00 PM

Where
City Club of Fort Worth, 301 Commerce Street, Fort Worth

Dress Code
Business Attire

Fees
Luncheon Only
Members $30.00
National Members $35.00
Non-members $35.00
Students $20.00

Morning Program Only
$75.00 (All registrants)

Morning Program and Luncheon
$85.00 (All registrants)

Register today!

8 Tips to Writing a Winning Worthy Award Entry

BClaire Armstrong 2 (1)y Claire Bloxom Armstrong
Public Relations Director, PAVLOV

From the pride it brings to your team/agency, third-party credibility and validity it gives to your work and services, and recruitment opportunities it provides for both new business and star employees, it’s difficult to overstate the value of winning a Worthy Award.

Be sure to take some time before you start the entry process to maximize the quality of your submissions and ensure your entry stands out. Here are 8 tips to help you do this:

  1. Plan Ahead.
    Draft an outline of what you want to get across before you start writing. The entry system now takes place entirely online, and the allowed copy length for both Programs and Tactics is 1,500 words (1,600 if you include the optional 100-word synopsis).
  2. Tell A Story.
    Judges like a clear narrative, so borrow some techniques from PR Writing 101 and emphasize the 5 Ws: Who, What, Why, Where, and When – and throw in a little “How” if you have time and space.
  3. No Jargon!
    Did you “utilize and leverage existing resources to achieve your goals and exceed KPIs?” Well, cut it out. Jargon like that takes up precious space and words, and conveys nothing about what you actually did. How about this instead: “We transformed the streets of downtown Fort Worth into an outdoor art gallery and performing arts venue.” Much better! Skip the big, flowery words, and cut to the chase.
  4. Don’t Ignore The Fine Print.
    Check the category descriptions and entry guidelines to ensure you are covering all of the criteria for the categories you are entering. Keep to the maximum word count (300 per section) and upload only the maximum number of supporting materials (5 per section). Otherwise, you risk annoying the judges at best; at worst — being excluded from the category.
  5. Choose Supporting Materials Carefully.
    There is so much temptation to upload everything, but don’t do it. Choose the best and most impressionable media clips, videos, images, and testimonials to support your case.
  6. Explain Your Results.
    When you reach the last section of your entry, it’s tempting to make a series of bullets — ad equivalency values, impressions, followers, engagement rates, etc. But the storytelling shouldn’t stop here. Put those numbers in context. What do they mean for your client? How do they contribute to overall business goals? How did the organization and target audiences benefit? Share results beyond numbers — comments, stories, or changes in business practices, for example.
  7. Think Like A Judge.
    The judges might be reading/judging 10-20 submissions. Think about that and put yourself in their shoes before submitting a final draft and make it as easy as possible for them – they will appreciate it and look at your entry in a more favorable light. Make it an easy read with clear objectives. Consider having an internal judging panel assess the entries before they are submitted – if you can’t convince your own colleagues, you won’t convince the judges.
  8. Connect All The Dots.
    Most importantly, don’t expect the judges to draw conclusions for themselves. What seems obvious to you as an expert in your category and someone immersed in your client’s world for a year or more will not be obvious to the judges. Educate them about the challenges you faced, the uniqueness of your strategy, and the significance of your results. Because the truth is, great work and great results are just the first step. Great entries win Worthy Awards! 🙂