Accredited in Public Relations Informational Session

APRLogo-LRLinda Jacobson, APR, and Sandra Brodnicki, APR, are holding an hour-long information session about obtaining the Accredited in Public Relations designation. If you are wondering about the process and would like to know more, be sure to attend. The one-hour informal Q&A session will take place just before the August GFW PRSA luncheon.

Wednesday, August 14 • 10:30 a.m. to 11:30 a.m.
Colonial Country Club (3735 Country Club Circle, Fort Worth, TX 76109)

The session will:

  • Help de-mystify the process
  • Show you examples of Readiness Review portfolios
  • Encourage you to form study groups
  • Talk about mentorship opportunities with current APRs in our chapter
  • Address your concerns

There is no charge for this informational session. Complimentary valet parking provided!


Contact Sandra Brodnicki at by Monday, Aug. 12.

Linda Ld Jacobson, APR
LindaJacobsonLinda Ld Jacobson, APR, is an accredited public relations professional who currently oversees marketing and public relations for a communications and signal engineering firm based in Fort Worth, Texas. During her career, she has overseen the delivery of marketing, communications and strategic planning services for Fortune 100, 200 and 500 transportation clients, including managing day-to-day communications for BNSF Railway on a $2.5 billion initiative. She also was responsible for strategic communications for GE Transportation when that company expanded their locomotive manufacturing to North Texas and handled safety and security messaging for American Airline pilots after 9/11. Jacobson has won numerous awards for branding, communications and design, and in 2011, she received a Bronze Anvil award from the Public Relations Society of America for her strategic tactical work.

Sandra Brodnicki, APR
SandraBrodnickiSandra Brodnicki, APR, is president of Brodnicki Public Relations, Inc. a marketing communication consulting firm that focuses on helping organizations solve business problems using a direct, phased approach to understand the unique challenges organizations face and to determine a strong course of action. A former newspaper editor, reporter and columnist, she works closely with every client to move business forward by creating communication strategies tied directly to organizational goals for measurable results. In addition to the Best of Show honor, she has won numerous communication- and business-related awards since launching her firm in 2003. In 2013, Sandra will continue to co-chair of the chapter’s APR efforts.


Practicing Ethics in a Social World

Gigi-WestermanLRBy: Gigi Westerman, APR, Fellow PRSA
On Behalf of the Greater Fort Worth Chapter of PRSA

Recent news of a high profile, local individual allegedly creating fictitious social media personas to influence a contested community issue casts a dark shadow on the many respected and ethical public relations professionals in the Dallas-Fort Worth area. It also stands in direct opposition to the code of ethics set forth by the two major professional public relations organizations.

On its website, the Public Relations Society of America (PRSA) affirms its commitment to ethical practices, stating that “the level of public trust PRSA members seek, as we serve the public good, means we have taken on a special obligation to operate ethically.” Members are called to “serve the public interest by acting as responsible advocates for those we represent” and “provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate.”

Some might believe the rules of engagement have changed in today’s shifting social media culture, but the ethical values of advocacy, honesty, expertise, independence loyalty and fairness stand firm for professional communicators. In 2008, PRSA issued this advisory that directly addresses the question of deceptive online practices and the misrepresentation of organizations and individuals with the following statement:

The use of deceptive identities or misleading descriptions of goals, causes, tactics, sponsors or participants to further the objectives of any group constitutes improper conduct under the PRSA Member Code of Ethics and should be avoided. PRSA members should not engage in or encourage the practice of misrepresenting organizations and individuals through the use of blogs, viral marketing, social media and/or anonymous Internet postings.

The individual involved in recent local news reports is not a member of PRSA national or the local chapters, and our intention is not to comment about the facts of this case. Rather, we take this opportunity to educate the public about the role of public relations and the ethical standards expected of those within our profession.

As members of PRSA, we are obligated to serve the public and operate in a manner that sets a standard of performance, professionalism, and ethical conduct. These are more than guidelines. These values are the fundamental beliefs that guide our behaviors and decision-making processes. They are vital to the integrity of our profession and in the best interest of the public that we serve.

Tweet Gigi Westerman, APR, Fellow PRSA, @StrategicImage