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Change is Good

President’s Column: Tom Burke, APR, Greater Fort Worth PRSA

Never mind that historic foot of snow on the ground, I still hit the neighborhood convenience store to pay my weekly state income tax by buying a lottery ticket. The clerk was all too perky. Must have been the weather. As he handed me the potential winning numbers, he said, “Get lucky. Change our lives.”
 
Not sure I want to change my life. Enhance it, maybe, but changing it at this stage of the game would be a bit drastic.
 
PR and communications professionals deal with change daily. Often we initiate it. Other times, someone else does, and we’re the ones to make it work. Well, the winds of change are blowing at Greater Fort Worth PRSA. The recession has caused us some minor headaches, one result being that the chapter will no longer pay the parking for luncheon attendees (although we did negotiate a garage rate of $2.50). But after this month that won’t be an issue, because the Petroleum Club is renovating, and we’re shifting to Colonial Country Club. Fore!
 
So come enjoy our last meeting at the Petroleum Club on Wednesday, March 10, and then recalibrate for Colonial, where the parking is free. The luncheon meetings will stay the second Wednesday of the month except in April for our annual Pro-Am Day. To be more convenient for TCU, UTA and Abilene Christian University students, that meeting will be Friday, April 9.
 
Whew! That’s enough change for even the most seasoned public relations/communications professional. By the way, the clerk didn’t give me any winning numbers. At least that’s one change I don’t have to worry about.

(Photo credit: TW Collins)

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Making the News: The Rise of the Crowd

On Tuesday, September 15, GFW PRSA members Tracy Syler-Jones and Richie Escovedo provided a session for the chapter’s Education Special Interest Group.

Making the News: The Rise of the Crowd

Tracy Syler-Jones (@TracySJ) – Vice Chancellor of Marketing and Communication at TCU
Richie Escovedo (@vedo) – Media and Communication Development at Mansfield ISD

Today’s supercharged communication world presents numerous challenges for communicators. In the recent past, one could rely on traditional media to pass along news and information that could reach, and hopefully, influence the masses.

However, a shrinking number of reporters means communicators must learn how to effectively utilize, integrate and manage social networking and new media tools to remain visible and connected with key audiences. Learn more about the role the crowd plays in pushing your message along and how to tap into that energy.

Additional links promised to attendees:

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Wrestling with Ethical Dilemmas

Cafe Terrace at NightImage via Wikipedia

by Margaret Ritsch

I’m chair of the ethics committee for the Greater Fort Worth Chapter PRSA (Public Relations Society of America). My big responsibility, and really my only responsibility in this volunteer position, is to put together a program focused on ethics in the fall.

All along I have wanted this program to be highly interactive — to really challenge us to carefully think through situations we face everyday in our profession that call into question our values and ethics. Now it’s just around the corner and I’m very excited!

On Wednesday, Sept. 9, we will run a full morning and lunch program with guest speaker Alan Hilburg called “Building a Recession-Proof Brand Communications Strategy Through Ethical Decision-Making.”

We’re asking everyone who plans to attend to be prepared to think through — and share — real situations and challenging questions.

We will work in small groups of four, following a conversational process that Hilburg helped develop called “World Cafe.” Sounds cool, huh? Brings to mind a little cafe on the River Gauche, smoke wafting from your Gauloises as you rereading your Camus and gaze at the stylish passers-by …. Back to Fort Worth. The program will be held at the Petroleum Club in our usual 39th floor setting overlooking the city.

Here’s Hilburg’s description of World Café:

“a conversational process based on a set of integrated design principles that reveal a deeper living network pattern through which we co-evolve our collective future. As a conversational process, the World Café is an innovative yet simple methodology for hosting conversations about questions that matter. These conversations link and build on each other as people move between groups, cross-pollinate ideas, and discover new insights into the questions or issues that are most important in their life, work, or community. As a process, the World Café can evoke and make visible the collective intelligence of any group, thus increasing people’s capacity for effective action in pursuit of common aims.

❧ Seat four or five people at small Café-style tables or in conversation clusters.
❧ Set up progressive (usually two) rounds of conversation of approximately 20 minutes each.
❧ Questions or issues will focus on ethics, ethical judgment and ethical decisions in life, work or community
❧ Each table has a host. Both table hosts and members to write, doodle and draw key ideas on their tablecloths or to note key ideas on large index cards or placemats in the center of the group.
❧ Upon completing the initial round of conversation, one person remains at the table as the “host” while the others serve as travelers or “ambassadors of meaning.” The travelers carry key ideas, themes and questions into their new conversations.
❧ Ask the table host to welcome the new guests and briefly share the main ideas, themes and questions of the initial conversation. Encourage guests to link and connect ideas coming from their previous table conversations—listening carefully and building on each other’s contributions.
❧ By providing opportunities for people to move in several rounds of conversation, ideas, questions, and themes begin to link and connect. At the end of the second round, all of the tables or conversation clusters in the room will be cross-pollinated with insights from prior conversations.
❧ In the third round of conversation, a new question is posed to deepen the exploration of the focus and again participants switch tables to synthesize their discoveries .

Round One Questions:
1. Write a definition of what constitutes unethical communications?
2. What is poor ethical judgment?

Round Two Questions:
1. What are examples of unethical language?
2. What contributes to unethical behavior?

Round Three Questions:
1. Describe the most unethical business situation you are aware of?
2. What are your most significant barriers to maintaining your own values when confronting unethical business situations?

Round Four Questions:
1. If you were going to create a PRSA Code of Ethical Communications, what would be the three most important elements of that work?
2. What are the greatest challenges in getting this Code adopted?

Please join us for this important, engaging learning opportunity at the Petroleum Club! The program begins at 9 a.m.; breakfast and networking at 8:30 a.m. Find out more and register at www.fortworthprsa.org.

More about the speaker:

Alan Hilburg, president and CEO of Hilburg Associates, is an award winning author, filmmaker, teacher and senior advisor in organizational transition communications and marketing. Now based in Northern Virginia, Hilburg lived in the DFW for many years when he served as president of the former Bloom Co. Hilberg is perhaps best known for his leadership, for over 30 years, as one of the world’s leading strategic institutional branding counselors assisting senior executive teams and boards of directors survive organizational transitions (crisis, litigation and the introduction and socialization of principles of values-based decision-making) while maintaining the continuity of their institutional brand objectives.Reblog this post [with Zemanta]

Hack and Flack: Still Adversarial

Image via Wikipedia

From Andra Bennett, APR – Chapter President

My journalist husband and I have considered starting a blog called Hack and Flack, taking off on NPR’s Click and Clack but more like Mary Matalin and James Carville. Remember TV’s “Odd Couple” intro: “Can two divorced men {hack and flack} share an apartment without driving each other crazy?” Neil Hefti music up now.

Those sentiments were all in play at last week’s GFW PRSA luncheon when four publishers/editors of local weeklies [Lucie Allen, publisher/editor of the Spanish-language Panorama News; Lee Newquist, publisher of the Fort Worth Weekly; Blake Ovard, managing editor of The Star Group Newspapers, and Kay Pirtle, editor of the Wedgwood News] and an ex-ombuddy were corralled in a room of PR practitioners.

The weeklies were invited because Greater Fort Worth PRSA members wanted to hear how they were doing financially and how we could work together on news stories.

Oscar, meet Felix.

During the Q&A, Lee Newquist, publisher of Fort Worth Weekly, was asked how PR practitioners could be of the most value to the weeklies. As part of a longer response, Newquist answered, “PR companies, at least on the journalism side of what we do, are problematic because they’re in between (us and) the person with the real answer. I don’t want to talk to a PR person whose sole role in their career is to spin it and make it sound good.” There was nervous laughter from the audience, and several Tweets.

Blake Ovard, managing editor of The Star Group weeklies, echoed: “All of the cities have a PIO, and their job is to keep you from getting the story, so they don’t understand why I don’t want to talk to them. They say, ‘Well, I have all your information.’”

At this point, neck hairs began to bristle. Marc Flake, Tarrant County PIO, took umbrage with those statements and stepped forward. He related how he had facilitated the Weekly’s requests for a recent cover story by Peter Gorman that examined issues related to the medical examiner’s office.

“I was very helpful with Mr. Gorman,” Flake said, “and told him who he needed to talk to, gave him background, gave him all the documents (and) contract information he needed. I don’t stay between you guys (and county sources). I help you get the information you need.”

Spontaneous applause erupted from PR crowd.

I found the exchange refreshingly candid — and disturbingly enlightening. It brought home to me that the adversarial relationship between hacks and flacks is still alive and well.

Some may dismiss weeklies (and indeed all newspapers now) as non-influencers or think their constituents don’t read those papers, so who cares what they think? But with the market share of dailies falling and weeklies currently increasing, we need to have this honest dialogue to bridge the gap of misperceptions.

Maybe the panelists didn’t realize they were in a room with cream of the crop PRSA practitioners, who hold to a PRSA Code of Ethics,which state in part:

 

HONESTY – We adhere to the highest standards of accuracy and truth in advancing the interests ofthose we represent and in communicating with the public.

LOYALTY- We are faithful to those we represent, while honoring our obligation to serve the public interest.

FAIRNESS- We deal fairly with clients, employers, competitors, peers, vendors, the media, and thegeneral public. We respect all opinions and support the right of free expression.

PR practitioners are obligated to our organizations / clients and their stakeholders as well as to the public interest. Journalists are obligated to the public’s right to know, their readers and advertisers. (Yes, advertisers were mentioned several times by the panelists as being quite an important audience.)

Here’s the rub: being honest and ethical doesn’t always translate (in the private sector, anyway) to being as “open” as some of us would like. This is due to a number of reasons, including proprietary information, SEC regs, security concerns and political sensitivities.

As PR practitioners, we have to weigh the benefit vs. risk of responding to certain media inquiries. Brave responders will answer even a hostile reporter in order to provide balance. But cautious ones will favor silence if media objectivity is questionable and they are mischaracterized or taken out of context repeatedly.

In our changing media landscape and diminishing dailies’ prowess, it would behoove PR practitioners to eschew derogatory terms for alternative or community weeklies (punk rags, podunk papers) and appreciate their financial strength and scope of influence among many constituencies.

By the same token, journalists should re-examine their broad-brush generalizations about PR practitioners as spinners and blockers. In light of shrinking news staff and resources, ethical PR pros provide information, assistance and access to high-level sources that will only become more critical for journalists who want to report the truth.

Read about the financial status of the dailies and the hack’s take on it here.

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