Are You Worthy?

By Michelle Clark

The Greater Fort Worth Chapter of PRSA is thrilled to embark on its inaugural Worthy Awards competition – designed to recognize the highest level of professional performance in our industry and our region. The awards committee – co-chaired by Margaret Ritsch, APR, Carolyn Bobo, APR, Fellow PRSA, and me, and with the tremendous support of Allyson Cross, Liz Heck, Megan Murphey and Rita Parson – has worked incredibly hard over the past year to research the best ways to introduce a rigorous yet attractive competition to our area.

Worthy Awards will be given in three separate categories – first, a strategic communications programs and campaigns category that includes integrated communications efforts; a tactics category that evaluates specific campaign components as stand-alone items; and a separate category for academic contributions to the public relations profession. We’re very proud of that last category – all indications are that the Worthy Awards will be the only regional competition in the nation that includes an academic category. Our chapter has a long history of academic support from our local universities, and we want to make sure to celebrate the work they do to prepare future members of our profession. Awards in this category will recognize everything from textbook chapters to published academic articles and formal presentations.

We’re also throwing in a dash of the unexpected: a Communicator of the Year selected from outside the public relations field. One of our key roles as public relations professionals is mentoring the leadership teams of our organizations in the art of open, effective communications with various publics. This award seeks to recognize that kind of commitment to public discourse, and nominees are sought from across all avenues of public life – clergy, elected officials, business leaders, educators and more.

We’ll celebrate our winners May 31 at a dinner ceremony at the Marquis on Magnolia – a fittingly elegant setting in which to recognize our region’s highest professional achievements. Star-Telegram Columnist Bob Ray Sanders will serve as master of ceremonies for the evening.

Early entries are due by March 19, and the final entry deadline is April 6. All entries will be judged by an out-of-state PRSA chapter. Our most recent chapter luncheon addressed the importance of the Research, Planning, Implementation and Evaluation model for developing award entries. If you weren’t able to attend and are curious to know more, I hope you’ll reach out to the awards committee for help with crafting effective entries.

You can find everything you need for your entries at the Worthy Awards website – The site offers a detailed explanation of each category, and you can fill out entry forms and submit nominations for Communicator of the Year. You can also find the contact information for awards committee members if you need someone to address a specific question.

This is our time to showcase the outstanding work we all deliver every day as members of GFWPRSA and the public relations profession. I, along with my colleagues on the awards committee, encourage each of you to enter – and to invite others to do so, regardless of whether they are PRSA members. Let’s make our inaugural competition a tough act to follow.

Let’s Talk Video

This is the digital age, which means we should be thinking visually more than ever before, according to Studios 121 Account Manager Dani Dufresne.

During her presentation to PRSA this week, Dufresne offered three basic tips to keep in mind when planning to tell your organization’s story via video:


1.Be Professional: Because visual storytelling leaves little room for distraction (vs. reading online text), poor video quality will be reflected without proper attention to audio, lighting and graphics. Therefore, beware of bargain packages, which may or may not offer excellence along those lines. Another sign of good video quality is the addition of other elements, which add interest and pace. No one wants to watch a talking-head-only video, so consider cutting away to B-roll footage and including graphics to add appeal.

2.Be Real: Coaching is highly recommended, and videos should be scripted, not read. Consider using what is “real” about your organization (e.g., featuring an employee, the campus, parts of the community, etc.), to convey authenticity.

3.Be Different: Dufresne likes the phrase, “be bold, not beige.” In other words, transform your dry content, be distinctive, and think outside the box.

When communications planning, consider using video in any way you can, such as for VNRs, brand awareness, community outreach, crisis management, and more. To contact Dufresne, send an email to:

Grass Roots Media Relations and Social Media for the Small Non-Profit

The Greater Fort Worth PRSA took an opportunity to give back to the local community with our annual service project. This year’s event was a free presentation and panel: “‘Grass Roots’ Media Relations and Social Media for the Small Non-Profit” and was held at the Modern Art Museum of Fort Worth.

Small non-profits, operating on limited budgets, need information, assistance and training to use media relations, social media and other public relations tools to help raise awareness of their important missions. The free workshop was the chapter’s way of providing some insight in these areas for local non-profit organizations.

The event included panelists (L-R) Sandra Brodniki, APR, Gigi Westerman APR, moderated by Nancy Farrar and Richie Escovedo.

Attendees had a chance to address and question panelists and speak with them one on one.

The following is the presentation:


Special thanks to PRSA members Kendal Lake and Dustin Van Orne from the Modern Art Museum of Fort Worth for organizing the community service event.

Post Formats is a theme feature introduced with Version 3.1. Post Formats can be used by a theme to customize its presentation of a post.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus – more on Post Formats

A Post without Image

Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Read more