January 2008 Being Heard In This Issue IABC February Lunch – Online Communication Tools #2 Online Communication Tools Series The Process of Accreditation Generational Marketing and Online Media IABC International News Learn how to reach generational target audiences and determine what More Membership News motivates their purchase decisions. Parity and your IABC Dues IABC Teleseminars and Webinars The method of marketing to a specific generation is affecting the way that we promote and sell products and services. Baby Boomers, Generation X How Communication Fuels Leadership and Generation Y each hold a unique set of characteristics and beliefs that Member Profile influence how they react to an organization’s marketing mix. and much, much more... IABC’s third luncheon in our Online Communication series presents a glimpse into the world of generational marketing. Join Jen Pilsner, Senior Marketing and Communications Consultant at SIAST, to hear how she reached Generation X and Y through online media, and discover how SIAST has incorporated generational marketing into its communication strategy. Date: 11:45AM - 1:15PM Wednesday, February 20th Location: TCU Place, 35 - 22nd Street East, Saskatoon, SK Cost: $20 for members, $28 for guests, $15 for students. E -mail your RSVP to email@example.com If you have special dietary needs, please include that in your RSVP. Cancellations must be received at least 48 hours before the event or partici- pants will be invoiced. RSVPs will be accepted as received and will not receive a confirmation. Did you know IABC Saskatoon is on Facebook? It's true! Join Facebook and connect with your IABC colleagues anytime you need to. Looking forward to seeing you there. Name The Newsletter Results As mentioned in last months newsletter, your local IABC Board is looking to put a more appropriate name to this monthly communication. After a democratic vote on the names put forth, the one receiving the most support was “Being Heard”, as seen in the new masthead above. As you know, Be Heard™ is IABC International’s brand positioning line, and we are glad to name our newsletter in support their brand. IABC Podcasts? Speaking of podcasts… Did you know that IABC has a monthly podcast? Every month, IABC President Julie Freeman and IABC Chair Todd Hattori are joined by a new notable leader in business communication to discuss what’s happening in our industry and in our association. Visit blogs.iabc.com/cafe2go to catch up on past podcasts, including the December discussion on charitable giving and volunteer activities. Social Media: Extend your Reach The January/February issue of Communication World, IABC’s member magazine, examines the ins and outs of social media – and complements our January Learning Luncheon topic quite well! Read about working with Web 2.0, and how new media tools can help (or hinder?) your communication efforts. Members will have received the magazine in the mail, but you can also read it online at http://www.iabc.com/cw/. Looking for more about social media? The October 2007 edition of CW Bulletin, the magazine’s online compan- ion, focused on social media measurement. Find it and more at http://www.iabc.com/cw/public/cwb_archive/. January’s Luncheon Informative By Steve Rennick Useful. Updated. Unique. Those are the three U’s, according to Rawlco Interactive’s Ted Farr, when it comes to the Saskatchewan media powerhouse’s online strategy. The senior executive with the Rawlco Group of Companies was one of two keynote speakers at the Saskatoon IABC monthly learning luncheon on January 16, 2008. He and Rawlco Interactive program director John Himpe were there to talk about successfully re-imagining and re-launching their web presence. Established in 1946 in Prince Albert by Edward Rawlinson, Rawlco is now one of Canada’s most powerful broadcasting companies. In 1975, Rawlinson’s sons, Doug and Gordon, took over the reins. Today, the company owns 13 radio stations (soon to be 15) in Saskatchewan and Alberta. The Internet seemed to be the next logical progression; thus, Rawlco Interactive was born. At present, they are currently operating 9 online properties. I sat down with John Himpe, Rawlco’s technical guru, after his presentation. Mostly self-taught, Himpe’s enthusiasm for the medium is infectious. He is plugged-in, powered-up, and always thinking about the trend that’s just around the corner. Rawlco has had an on-line presence for years now. But Himpe says it was the big blizzard of January 2007 that really started the wheels turning. “When the blizzard hit Saskatoon, we looked at what we were doing on-line and that day a number of things came together. We realized that we definitely needed some better solutions for doing websites. We also realized the power of our user base. We were flooded with photos; we were flooded with videos. People really wanted to contribute to the website. From there it just kind of snowballed…pardon the pun.” User interaction became a buzzword. Self-admittedly, many of Rawlco’s websites weren’t built in a way that allowed that. So the focus shifted to making them: a) more usable and b) unique. “If you’re not interacting with your user base, you’re missing a huge opportunity,” says Himpe. “Being interactive with the user-base allows you to learn stuff from them you may not know about yourself…it’s so critical. And it’s something a lot of companies I don’t think do enough of.” Himpe also says fostering a sense of community is another critical component. He points to some of the biggest brands in the world, like Apple or Harley Davidson, as excellent examples. “[They] allow communities to spring up around them. If you can achieve even a hundredth of what they have, you’ll have an army ready to preach the word about your service or product.” So between January and September ’07, the Rawlco websites were “re-imagined.” From meetings to outsourcing to getting staff to “buy-in,” it was a busy but productive 8 months. Working with staff was a very important part of the process. Himpe and his team had to get everyone from the owners and senior managers down to the front-line staff who (would actually be managing the data) onboard. It worked. In September 2007, Rawlco official- ly flipped the switch, making the new website for its flagship property, Saskatoon’s C95, live. Following that successful launch, the re-vamped websites for six other Rawlco radio stations were brought on-line: Rock 102 in Saskatoon, Z99 and Jack-FM in Regina, both of the company’s Newstalk operations, and Magic in Edmonton. It’s been five months since then. An eternity in the world of the inter-web. The last thing you want to do is stand still. Not a problem for John Himpe. While stressing how important the latest, greatest content is, there are other factors. “…you also have to be mindful of trends and usability; how people want to interact with your site, how people want to use it…it can be as simple as changing a menu item’s name. Listen to feedback from the user- base, then tweak as needed.” Now you would think maintaining seven websites that evolve as rapidly as the ones maintained by Rawlco Interactive would be a huge job involving a team of hundreds. Not exactly. It’s more a case of it is, and it isn’t, according to Himpe. “The interactive team is made up of four people. But the day-to-day work is done by [front- line staff]; people who are already doing it. The web content just gives them another platform,” says Himpe. “Most of our online personalities in both Saskatoon and Regina are doing some sort of on-line content, be that a blog or what have you. For those people, the amount of time they spend on it depends on how much they want to develop a relationship with the user-base.” So what about those companies that throw up a static picture with infrequently updated information and a couple of contact numbers and maybe an e-mail? Himpe says the lack of inactivity is a bad thing and doesn’t understand the attitude of it’s just too expensive. “For any company to put it off and say it’s just an expensive proposition, we don’t have the time, energy or resources to be there, that’s just a wrong answer in this day and age. Because then you’re basically conceding market-share to someone else.” What does the future hold? Himpe says it will be dictated by users themselves. He think it’s other platforms, pointing to things like web-based social networks (can you say Facebook?). But…“While I think it’s probably too early to predict the death of Facebook, there is a question that needs answering: where do we need to be if [it] dies or changes? Are [you] thinking about mobile devices like the iPod touch or iPhone? How about video podcasts or cell phone-friendly websites?” Alrighty then…so you know it’s important to make your website interactive, do everything you can to get users involved, and stay on top of emerging trends. Who do you turn to? For Himpe there was a simple answer: find out who the geeks are in your company. It’s not that easy though. They don’t have glasses with tape on them these days, and they definitely aren’t into pocket protectors. But they’re there, and they’re key to your company’s web strategy. According to Himpe, “They’re the ones who see where the critical mass is starting to gather. Using C95 and Z99 as examples, getting those stations onto Facebook was part of our design process. We sat back and said why shouldn’t these stations be on Facebook? The result? Both stations are on Facebook today, both have groups, and both are doing fairly well in memberships. You gotta think about where the critical mass is starting to gather and can you get there in time with everybody else? You don’t necessarily need to be ahead of the curve, but you definitely don’t want to be behind it.” But Himpe says don’t stop there. “On a broader level, maybe more organizations need to… consult with people who are in the under-30 set. There’s an emerging workforce of under-30s in companies across Canada and these people live very different lives than their colleagues who have a mortgage, kids and a spouse. As a result those people can throw out some beacons as to what some emerging technologies are, give some clues as to where marketing needs to go for the company.” Himpe and I stand up. We shake hands. As he walks away, I think, “There goes the future.” And it’s in pretty good hands. Accreditation - What is it? Continue in you professional development with accreditation. It is a way of demonstrating your ability to think and plan strategically and to successfully manage those skills essential to effective organizational communication, which could include internal communications, media relations, crisis communications and external relations. To assist in your decision or to help you through the process of undertaking accreditation, please take note of the following seminars: Upcoming Accreditation Teleseminars Interested in Pursuing Accreditation? Preparing for your Accreditation Exam - 31 January Contact our local liaison: Presenters / Mark Estes, ABC, and Jo Langham, ABC Jill Cope, ABC* Communications Manager Developing your Accreditation Portfolio - 20 March City of Saskatoon Presenter / Nick Durutta, ABC firstname.lastname@example.org Preparing for your Accreditation Exam - 22 May Presenter / Jo Langham, ABC Developing your Accreditation Portfolio - 4 December Presenter / Nick Durutta, ABC IABC Accreditation Readiness Quiz Membership News As of January 28, 2008 IABC Saskatoon has: 81 active members Recent Joins: Please welcome our 2 new members. Carla Trobak - UMA Engineering Sara Detenshen - Innovation Place Recent Renewals: 2 members who renewed within the last 30 days: James Winkel - Saskatoon Health Region Wendy McLeod - City of Saskatoon Ticket Promotions Membership truly has its privileges! Here is your chance to save money while attending IABC Saskatoon Learning Luncheons. Guests can save too! Bring 4 - You could win 4! IABC members who bring a total of four or more guests to our upcoming luncheons could win four free lunch- eons. The draw will be made in May 2008. Value $80. Starting November 1: Bring a guest. Get a discount. Bring a guest to an IABC Saskatoon Learning Luncheon and you will both receive a $5 discount on a future luncheon. Coupons are non-transferable and have no cash value.Must be presented at time of RSVP. Only one discount coupon per member or guest can be redeemed at any IABC Saskatoon luncheon.Discount cannot be combined with the Ticket Bundle promotion. Both member and guest discount coupons are valid until June 2008. Bundle your Luncheons! Members can buy a package of four IABC Saskatoon luncheon tickets and save $10. For more information on becoming a member, please contact Rachael Kenny - email@example.com, 242-9222 ext.229 or Colleen Gnyp - firstname.lastname@example.org, 343-7778. IABC Teleseminars and Webseminars IABC offers monthly teleseminars led by top-rated IABC conference speakers with downloadable handouts. Registration fees are $99 for members and $125 for non-members. See the complete schedule, get more information, and register at: http://www.iabc.com/education/teleseminars.htm Complimentary Web Seminar for IABC members on Social Media from Dow Jones Dow Jones is offering a complimentary web seminar for IABC members on 31 January with Jeremiah Owyang, senior analyst at Forrester Research and Glenn Fannick, product development manager at Dow Jones. In this session, you'll discover how social media is being deployed and how listening to the conversation can help you identify your audience and their drivers while seizing opportunities and mitigating risks. They'll also provide insight on how to easily monitor and understand the latest news, market trends, and business challenges relevant to your organization and your customers. http://www.iabc.com/education/webseminars.htm February 21 - Putting social media to work: Seven practical ideas for taking your intranet to the next level Presented by Jerry Stevenson, Buck Consultants, an ACS Company March 13 - Corporate social responsibility: From buzzword to conversation Presented by Meryl David, ABC, Zurich Financial Services and Alice Cahill, Zurich Financial Services Australia Ltd. IABC Webseminars Presented by James E. Lukaszewski, ABC, APR These seminars are telephone seminars with visuals presented on the web. Registration fees are $199 US for members and $299 for non-members. Get more information and register at http://www.iabc.com/education/webseminars.htm. February 27 – Why should the boss listen to you: The seven disciples of the trusted strategic advisor March 26 – Media coaching for media coaches: Insights on shaping the spokesperson’s character, content and charisma April 22 - Becoming a Resonant Leader: Increasing Your Effectiveness and Impact. Presented in association with Harvard Business Interested in registering for one of the seminars with other IABC Saskatoon members? Contact Kerilyn at email@example.com to explore this option. Canadian Dollar Parity and IABC Membership Dues As the US and Canadian dollars have reached parity, a recent e-mail from IABC International was sent to clarify the issues around Canadian dues. If you have further questions after reading this, please feel free to contact them at firstname.lastname@example.org. 1) IABC sets the exchange rate annually (instead of more frequently) in order to communicate a consistent dues rate for a meaningful period of time. This practice has been proven to reduce confusion about dues amounts. 2) Canadians can pay in either US or Canadian dollars, which allows Canadian members the benefit of whichever currency is stronger. Canadians are the only members allowed to pay in either their own or US currency. All other members are required to pay in US currency. 3) IABC’s exchange rate can never match market rates, because IABC incurs costs in accepting Canadian dollars (e.g., maintaining a Canadian bank account). Thus, IABC’s rate is set conservatively, but still based on market rates and forecasts for the coming year. 4) Canada is at the Tier B dues level. To price dues fairly in countries around the world, IABC collects data each year from objective sources (e.g., the World Bank) on purchasing power parity of individual countries. Based on this data, each country is assigned to one of four tiers. Canada is currently assigned to Tier B. Hence, Canadian member international dues are lower by US$39 than those of members in Tier A countries, such as the USA. 5) If members prefer to pay in Canadian dollars, they experienced a dues decrease on January 1, 2008 (despite the overall dues increase), because we changed the exchange rate from CDN$1.16 = US$1 to CDN$1.10 = US$1 1st Wednesdays A social gathering being planned by a group of senior IABC Saskatoon members. Attend 1st Wednesdays. Where Communicators Meet. Location: Boffins at Innovation Place.When: On the first Wednesday of every month, 4 to 6 p.m. Hang. Chat. Celebrate. Happy hour appetizer and drink specials. Door prizes. Friends. IABC International News Be Heard ™ Membership record IABC continues to set new records for membership numbers. As of 30 November, IABC membership is at an all time high of 15,175 members. Several new companies have signed up for corporate membership packages. We now have more than 220 corporate member companies with more than 2,300 members. 2008 Gold Quill Awards®—Final deadline to enter: 12 February 2008 The Gold Quill Awards represent a mark of global distinction and the highest level of professional acknowledgement within business communication today. Visit iabc.com for more information on how to enter! Communication World The February issue of CW Bulletin will focus on online reputation management. Articles in this issue will examine how to protect your organization’s reputation from harmful blog posts as well as offer tips for what web sites to monitor and other ways to effectively manage your reputation online. New look and new features at IABC.com In late January, IABC’s international website will get a new homepage design that will better reflect the IABC brand while making it easier than ever to find what you need on the site. Better still, we’re launching an exciting new tool to help members meet and share ideas, opinions and best practices online. You’ll have the ability to instantly create your own blog, form private groups, post documents and create your own personalized profile. And you get to decide if you want to make your pages open to the world, to IABC members only or to individual members you invite. Collaborate on chapter program planning, create a chapter blog, or form special interest groups. The official launch will be held at the 2008 Leadership Institute, 21 – 23 February in San Antonio, Texas. February 2008 is a worldwide membership month During the month of February, when any new or lapsed member joins or re-joins IABC, we’ll waive the application fee (US$40/CDN$44 for faxed/mailed/phoned enrollments; US$30/CDN$33 for Internet enrollments). 2008 Leadership Institute San Antonio, Texas 21 – 23 February 2008 Join IABC leaders from around the world for two and a half days of networking, sharing best practices, leadership development and fun! All current and potential IABC chapter, regional and international leaders are encouraged to attend. Awards, Seminars and Conferences Topic: How Communications Fuels the Leadership Engine A full-day workshop and luncheon with Merge-Gupta-Sunderji, a leadership and workplace communication expert from Calgary. Date: Tuesday, February 19, 2008 Location: Hotel Saskatchewan, 2125 Victoria Avenue RSVP by email to email@example.com (IABC members or others) or to firstname.lastname@example.org (CPRS members or others). Provide name, organization, daytime phone number, CPRS or IABC membership number and any dietary restrictions, and indicate whether you are registering for the full-day workshop or luncheon. Deadline for cancellations is February 12, 2008. After this date, registrants will be responsible for paying the full cost of the event. Substitutions are welcome. Workshop: The Secrets of Today’s Most Successful Leaders - Keeping good employees and grooming future leaders in the communications profession “Management is what you do, leadership is how you do it.” – Merge Gupta-Sunderji In today’s rapidly changing business environment, keeping good people can be difficult. In addition, as the public relations/communications profession in this region of the country matures, it becomes even more critical to groom the leaders of the future so that we can sustain our businesses and organizations into the future. Are you taking action to build people for tomorrow and create a leadership and workplace environment that makes you the employer of choice? Join leadership expert Merge Gupta-Sunderji in a fast-paced and energizing session as she gives you practical and specific tools and strategies to not only develop your people, but also establish yourself as a credible and respected leader and trusted communications advisor within your organization. Time: Registration 8:45 a.m., Workshop 9:00 a.m. to 4:00 p.m. Cost: $195 IABC/CPRS members, $265 non-members (includes luncheon keynote). Prepayment is required and must be received by February 12, 2008. Send cheque to Loanne Myrah, CPRS Regina, P.O. Box 472, Regina, SK S4P 3A2 RSVP by January 31, 2008 Luncheon Keynote: Millenials Exposed: Insights into the Psyche of a New Generation of Workers - How to understand and bridge generational differences in the workplace and how to lead them. Time: Registration 11:45 a.m., Luncheon 12:00 p.m. to 1:00 p.m. Cost: $25 IABC/CPRS members, $35 non-members RSVP by February 12, 2008 If you’re aged 28 years or older, you’ve probably noticed that there’s a whole new breed of worker making its way into the Canadian labour pool. And likely, your reaction to them has ranged from bewilderment to frustration. Dubbed “Millenials” and already over three million strong, they’ve brought different values and a different work ethic to the workplace. If you’re a Baby Boomer or Gen X’er, then successfully working with these youthful employees will require an adjustment in what you think they should say, do and look like. Join leadership expert Merge Gupta-Sunderji in a light-hearted and entertaining session as she introduces you to the Millenials, tells you how they came to be, and more importantly, gives you some specific ideas on how love ‘em and live with ‘em. If you’ve ever shaken your head and bemoaned “kids these days!”, then this keynote will give you some insights into how you can lead them. About the speaker: Merge Gupta-Sunderji is an international professional speaker, author, radio commentator and consult- ant since 1988. Merge gives people specific and practical tools to help them achieve leadership and communication success. Member profile Three Questions with Erin Taman Athmer - Communications Specialist, Cameco Corporation Three Questions is a new monthly newsletter feature that will help you get to know your fellow IABC members better. Each month, a member is randomly chosen to answer three questions about their work and life. You could be next! 1. How did you end up in the communications field? My first communications position was as a summer student at the University of Saskatchewan. During my four months in the central communications department, my eyes were opened to the intriguing world of communications. Two years later (after finishing my journalism degree at the University of Regina), I was hired on full-time at the U of S in a media relations role. 2. What was your highlight of 2007? My husband and I spent ten days in Ireland on our honeymoon. I took more than 900 photos and filled a journal with stories and anecdotes while we were there. 3. What's your favourite book? And for bonus points, can you draw business communications lesson from it? My favorite book is The Leadership Challenge by James Kouzes and Barry Posner. I love this book because it has short “leadership stories” (case studies) which demonstrate the importance of clear, concise communication in all areas of leadership and management. IABC Saskatoon 2007- 08 Board Members Position Name Phone email President Leanne Nyirfa 292-9868 email@example.com Past-President Carey Robertson 956-6317 Carey_Robertson@cameco.com Vice-President Michelle Nelson (on maternity leave) Administrator Erin Taman Athmer 374-7933 firstname.lastname@example.org Treasurer Iv Kane 528-4405 email@example.com Prof. Dev. Jodie Robulak 667-1196 Jodie_robulak@golder.com Prof. Dev. Chelsea Fleischhacker 653-4747 Chelsea.firstname.lastname@example.org Membership Colleen Gnyp 343-7778 email@example.com Membership Rachael Kenny 242-9222 firstname.lastname@example.org Communication Wes Fyck 374-0220 email@example.com Communication Jolene Vanthuyne firstname.lastname@example.org Website Deborah Hanley Deborahemail@example.com Volunteer Chair Kerilyn Voigt 664-1056 firstname.lastname@example.org Student Rep. Mark Feader 260-5704 email@example.com Volunteer Opportunities Looking for a way to share the IABC love? Consider volunteering with IABC Saskatoon. We're always looking for new volunteers to write newsletter articles, greet newcomers, plan events, and much more. Heck, feel free to make up your own volunteer position! Just contact Kerilyn Voigt at firstname.lastname@example.org. To comment on the newsletter or provide content for upcoming issues, please contact IABC Saskatoon Communications Co-Chairs Wes Fyck - email@example.com, 374-0220 - or Jolene Vanthuyne - firstname.lastname@example.org.
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