2013 Professional Development Program: Media Training

CommitteeLRJoin GFW PRSA for its 2013 Professional Development Program as Dr. Joe Trahan, III, APR, Fellow PRSA, de-mystifies the art of media relations. Dr. Trahan will deliver an engaging custom-tailored and extremely interactive media training session during the morning and discuss presentation skills during the GFW PRSA luncheon that afternoon. This is the train the trainers edition to media training, so come ready to pick up the tips for how to make your training that much better!

Wednesday, October 9 • Colonial Country Club
8 a.m. – Registration; 8:30 a.m. to 11:30 a.m. – Morning Session; 11:30 a.m. to 1 p.m. – Luncheon

The morning session covers:
Prep-Know the Media & Reporter: Prepare for the Difference between Live & Edited

  • Practice the 5-Good-Questions-Answers; 5-Bad-Questions-Answers: 5-Ugly-Questions-Answers.
  • Research-Develop-Present your Command Messages/Talking points.
  • Understand how to use non-verbal & hand gestures & proper appearance. How to properly use your voice & eye contact.

The Interview

  • Opening 25-45 second summary lead of Who? What? Where? When? Why? How? Command Message and Shut up!
  • Use The Listen-Pause-Think-Answer Technique.
  • Use the 10-12 second Bridging Response Method of Answer or Acknowledge Command Message-Stop!
  • Closing Statement by repeating your opening statement.

Luncheon: Spicy Presentation Skills
Dr. Trahan will help attendees learn how to prepare and deliver excellent presentations with power and substance by using the Understand-Create-Address and Navigate Spicy Communication Method.

Colonial Country Club is located at 3735 Country Club Circle, Fort Worth, TX 76109. Complimentary valet parking provided!

Click here to register.


$65 for the morning session only & $75 for both morning session and luncheon. If attending only the luncheon, the cost is:

  • 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 pm 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.

Speaker Bio:

Dr. Joseph V. Trahan, III, APR, Fellow PRSA
Dr.Joe-TrahanLRA New Orleans native, Dr. Joseph V. Trahan, III, APR, Fellow PRSA, has over thirty-one years of public relations / affairs experience in governmental, association, and educational and non-profit public relations. Dr. Trahan is retired Lieutenant Colonel, United States Army Reserve (USAR), and a former Commander of the 314th Public Affairs Operations Center located in Birmingham, Alabama. While in the armed forces, Dr. Trahan successfully operated four Joint Information Bureaus and one Joint Information Center from 1991-94. Some of his assignments were: Joint Logistics over the Shore -1992; the Presidential Task Force Andrew-1992; the National Boy Scout Jamboree -1993 and the 50th Anniversary of Operation Overlord (D-Day) – 1994. Since 1998, Dr. Trahan has superbly trained more than 3,500 people yearly in media relations throughout almost all of the United States. England, Norway, France, Belgium, Paraguay, Mexico and the Netherlands. Dr. Trahan graduated from Tulane University with a Bachelor of Arts degree in American Military History. He holds a Master of Arts degree in Public Relations from Ball State University and a Ph.D. in Mass Communication with an emphasis in Public Relations and Advertising from The University of Southern Mississippi. An accredited member of Public Relations Society of America, Dr. Trahan is a former member of the National PRSA Board of Directors and National PRSSA Faculty Advisor. Dr. Trahan is also a Fellow in Public Relations Society of America’s College of Fellows. He’s also a long-term fan of The Super Bowl Champion New Orleans Saints!


Social Tweetup


Join your friends from PRSA and the Social Media Club of Fort Worth to mix and mingle!

Tuesday, Sept. 24 6 p.m. to 8 p.m. • The Woodshed
Located at 3201 Riverfront Drive, Fort Worth, TX

This meeting is $5 (plus and online fee) ahead of time or $10 cash at the door. Visit https://www.eventbrite.com/event/8264530433.

For More Information:

Contact Lisa Albert at l.albert@tcu.edu.

President’s Column – September 2013

Chris Smith, Greater Fort Worth PRSA President

ChrisSmithPortraitLRBecause change is the only constant, we must keep abreast of the latest trends and best practices in our profession, but how many of us have a systematic way of doing this?

Someone on Facebook recently shared an article that listed 20 Things the Rich Do Every Day. Not that the rich have all of the answers to life’s questions, but a majority do tend to maintain good habits and a fairly systemic way of keeping current. Who knows?

Perhaps there is a correlation between these rituals and their success. Among those habits and beliefs listed, relevant for our purposes were: listening to audio books during their daily commute; writing down their goals; reading 30 minutes or more each day for education or career reasons; networking five hours or more each month; and believing in lifelong educational improvement.

Correspondingly, in his book “The Power of Habit,” Charles Duhigg says that experts now know “why habits emerge, how they change, and the science behind their mechanics.” He adds that we know “how to make people eat less, exercise more, work more efficiently, and live healthier lives.” Certainly, he acknowledges that changing habits isn’t easy, quick or simple, but that it is indeed possible.

Given the premise that it’s wise to have certain habits and integrating these into our overall routines can help lead us to success, the question I pose to you now is, “What’s your system for continual professional improvement?”
If you don’t have one, PRSA has the tools to get you started. Each month we offer one or more events for networking and continuing education. Our membership benefits include subscriptions to informative publications and daily emails with news links to keep us on top of current events in our field. Our APR certification provides you with a professional, attainable goal. This didn’t start out as a PRSA sales pitch, but if it works . . .

GFW PRSA Luncheon: Impeccable Ethics Still Matter in our Social Media and Digital World

OfficeSmallGFW PRSA will be delving into the world of ethics and how to handle sensitive situations when and if your personal and business ethics are ever challenged. This luncheon is a special Ethics Awareness Month program, and DFW’s most respected PR professionals will discuss several recent high profile social media blunders in DFW and nationally. Learn what to do if you ever find yourself in this position. It is better to be overly prepared than have your mistakes known to the world as some in our community learned recently when a Dallas Morning News investigation made very public the real names of those behind a Facebook façade.

Featured Speakers:

Steve Jacob, MPH, MA, MSBA
Founding Editor, D Healthcare Daily
Adjunct Faculty, University of North Texas Health Science Center & Author

Jacqueline Lambiase, Ph.D.
Associate Professor of Strategic Communication
TCU Schieffer School of Journalism

Rebecca Rodriquez
Communications Professional & Former Broadcast Journalist
Ciano Media

Gigi Westerman, APR, Fellow PRSA
Strategic IMAGE

Moderator:  Laura Van Hoosier, MS, APR,  PRSA Southwest District Chair-Elect and GFW PRSA Ethics Chair

Based on PRSA’s Code of Ethics, Ethics Awareness Month seeks to inform and educate the public relations profession about ongoing issues and concerns regarding PR ethics. Brush up on your ethics knowledge with PRSA’s ethics resources, and read commentary on ethical standards in PR by visiting http://www.prsa.org/aboutprsa/ethics/resources/ethicsmonth2012.

You can continue to focus on ethics awareness in public relations year-round by using the Twitter hashtag #PRethics.

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

Complimentary valet parking provided!

Click here to register.


  • 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 pm 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.

Speaker Bios:

Steve Jacob, MPH, MA, MSBA
Steve-Jacob-sigSteve Jacob is founding editor of D Healthcare Daily, a D Magazine website that covers the business of health care in the Dallas-Fort Worth metro area. He is the author of the book Health Care in 2020: Where Uncertain Reform, Bad Habits, Too Few Doctors and Skyrocketing Costs Are Taking Us. The book is available on Amazon.com. He is the former suburban publisher of the Fort Worth Star-Telegram and spent nearly four decades in newspaper and magazine editorial and business management. Steve has written about health policy for Texas newspapers and magazines for several years. He is an adjunct faculty member at the School of Public Health at the University of North Texas, where he teaches health policy and health services management. He holds master’s degrees in journalism and business administration from Indiana University and a master’s degree in health policy and management from the University of North Texas. He has won awards from the Texas Public Health Association and Texas Medical Association for his commentary. He is a member of the National Speakers Association and speaks frequently about health reform and the future of health care.

Jacqueline Lambiase, Ph.D.
jacquelambiaseJacqueline Lambiase, Ph.D., is associate professor of strategic communication in the TCU Schieffer School of Journalism. She is co-director with Dr. Laura Bright of the Certified Public Communicator program at TCU, in partnership with the Texas Association of Municipal Information Officers. She teaches writing, research, ethics, case studies, and advocacy. For 10 years, she has consulted with or spoken to diverse groups about earning their share of discussion in social media and public relations opportunities, including TAMIO, 3CMA, the Texas Municipal League, the Texas City Management Association, the Dallas Regional Chamber, communicators with the City of Austin, managers for the cities of Abilene and San Angelo, Children’s Medical Center-Dallas, the American Heart Association, Texas Instruments, and UT-Southwestern Medical Center. She is co-founder of the DFW/TCU Nonprofit Communicators Conference, now in its sixth year. Her research focuses on public relations ethics, representations of gender and sexuality in media and marketing, as well as social media. She has co-authored and co-edited two scholarly collections, as well as published more than 30 book chapters and refereed journal articles. Before her life as an academic, she served as spokeswoman for an East Coast electric utility and worked as a wire editor, business reporter and news editor for daily newspapers in Texas.

Rebecca Rodriguez
RRodriguez8.13Rebecca Rodriguez is an expert in strategic communications and public relations with an extensive background in broadcast journalism. She worked as a freelance correspondent for CNN and Fox News Channel before becoming a news anchor and reporter in Dallas, where she worked for more than half her career. Prior to that Rebecca worked as an anchor and reporter in Seattle and Austin. Several years ago, Rebecca left WFAA-TV to launch her own communications company, Ciano Media, which specializes in bilingual public relations campaigns and video production. She’s also worked in public sector communications, as Marketing Communications Manager for the City of Arlington and most recently as Chief of Communications for Dallas ISD. Rebecca is also active in a number of professional and civic organizations and currently serves on the National Board of Directors for the Carole Kneeland Project for Responsible Journalism.

Gigi Westerman, APR, Fellow PRSA
Gigi-WestermanLRGigi Westerman, APR, Fellow PRSA, started her career in television newsrooms where she learned to think fast and work hard, delivering compelling and meaningful stories on national and local issues. Transitioning to public relations, she provided high-level communications solutions to leading healthcare and insurance companies for more than a decade. In 2001, Westerman founded Strategic Image, Inc., a communications consulting firm with a track record of success with business, government and nonprofit organizations. Serving local and national clients, Westerman offers high-value consulting services and business-focused communications aimed at bottom-line results. A trusted adviser and skilled communicator, Westerman has a reputation for solving problems and delivering award-winning results. She was named a finalist in this year’s PR News Nonprofit Awards, is a two-time Best of Show recipient at the annual Greater Fort Worth PRSA Worthy Awards and was recently awarded a 2013 Silver Anvil Award of Excellence.