PRSAnotes Public Relations Society Of America A newsletter by and for the 200+ members of the Central Iowa Chapter Central . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . January 2002 Iowa Chapter Chapter seeks PRIME Awards entries Calling all entries! Nows the time to start competition recognize excellence in com- thinking about the projects youd like to en- munications in 15 categories, which for ter into the annual Public Relations Institute 2002 include: Mark of Excellence (PRIME) Awards compe- Internal Communication Program tition. Annual Reports The official call for entries with information Newsletters on the criteria, categories and cost of enter- ing the PRIME Awards competition will be Other Publications mailed to all PRSA and AdPros members by News Writing uPRIME Jan. 21, 2002. Feature Writing Awards Entries must be sent by 4 p.m. Tuesday, Promotional Writing Feb. 26, 2002, to Joan Dooley at Wells Fargo Media Relations Program Bank, Iowa Regional Marketing, 7th Floor, Financial Center, 666 Walnut Street, Des Community Relations Program Moines, Iowa, 50309. Special Event Both members and non-members of PRSA Crisis Communication are encouraged to submit communication Integrated Communications Campaign entries, which will be judged by the Central Audiovisual New York Chapter of PRSA. Award winners will be recognized at the PRIME Awards Computer-based Communications luncheon during the Public Relations Insti- One-person Project tute scheduled for Thursday, April 18, 2002, at the Hy-Vee Conference Center in West Baum uses C-A-T Des Moines. Those interested may contact PRIME Awards for media relations co-chairs Scott Valbert at 362-0482 or Dave Baum, president of the Dave Baum Courtney Chabot Dreyer at 225-2110 with Media Training Group in the Chicago area, questions. had some tips for practitioners when he spoke at Central Iowa Chapters Nov. 15 In its fifth year, the annual PRIME Awards meeting. He also led a professional devel- opment workshop following the luncheon Schroeder will discuss program. Baum advocated use of the acronym C-A-T on-line pressrooms in dealing with media questions. The C How can you meet the 24x7 informa- stands for care, concern and compassion; tion needs of journalists throughout the the A for action, and the T for truth. globe? Joanna Schroeder, APR, a He recommended use of a trained desig- freelance consultant, will provide tips nated spokesperson, working from a to answer this question from her gradu- simple crisis communication plan (which uNext meeting ate research on implementing online includes use of the internet), and having pressrooms when she speaks at the Jan. a message. Jan. 17 17 Central Iowa chapter meeting in the For damage control during the first 12 West Des Moines Marriott. hours of an emergency, the spokesperson Schroeder will provide examples from should be ready to talk, tell what he or small and medium-sized businesses as she knows, and cite what is being done to well as from Fortune 500 companies in find a solution to the problem, Baum said. her presentation. Operations and communications teams As usual, the luncheon session will run must work together, he advised. And Be from 11:30 a.m. to 1 p.m. accessible, he cautioned. Thirty-four attended the PD session. PRSAnotes 2 National changes policies, elects officers Central Iowa chapter delegates Susan vanced degrees in PR can now become as- Houser and Kevin Waetke both APR sociate members of PRSA. participated in the PRSA National Assembly An individual can be an associate mem- in Atlanta Oct. 27, where a number of key ber for no more than two years, with the action items were considered, including the exception of full-time graduate students. In election of a new slate of national officers that case, they can maintain associate mem- for PRSA. ber status for up to six years. As Waetke reported to the chapter Nov. 15, District meetings now require only the during the overview of the Society, PRSA presence of the chapter president or desig- leadership had good news about the nee to maintain quorum. Previously, mul- Societys financial state. Since it was a ma- tiple members were required for quorum. jor issue this year, the Society aggressively Given changing schedules, this allows the reviewed and corrected its poor financial district boards to meet and conduct busi- state. That was successful through many ness with less concern of meeting quorum. tactical steps, including the creation of a Membership requirements were modified strategic financial advisory council. To date, to admit persons currently unemployed. PRSA expects to end the year in the black An applicant must devote at least 50 per- a $900,000 turn around from last year. cent of his or her time to the paid profes- MemberNet program is introduced sional practice of public relations or serve Utilizing the new MemberNet program (for- as a PR teacher or administrator in an ac- merly called iMIS), the Society got tough credited college or university, or have been uAssembly and seriously reviewed its membership to so employed within the past five years. report determine who has and has not paid dues. New leaders take helm As a result, national membership account- The 2002 officers include: President and ing may have differed from local member- CEO Joann E. Killeen, APR, Fellow PRSA; ship accounting the key reason central Immediate-Past President Kathleen Larey Iowa was allowed to send only two del- Lewton, APR, Fellow PRSA; President-elect egates this year. Reed B. Byrum, APR; Secretary Judith T. For instance, Waetke said that if a member Phair, APR, Fellow PRSA, and Treasurer had not paid his or her dues within the 90- Del Galloway, APR. day grace period stated in the bylaws, the Directors elected include: Jeffrey Julin, APR; person was terminated from membership Debbie Mason, APR; James McCall, APR; and would have to re-apply. That allowed Sherry Treco-Jones, APR, Fellow PRSA (all PRSA to know exactly how much income it three-year terms), and Rhoda Weiss, APR, could expect and allowed it to strive for a Fellow PRSA, and Mary Beth West, APR balanced budget to correct its poor finan- (both two-year terms). cial condition. Also, expensive programs such as the speakers bureau Central Iowa Gail F. Baker, APR, and Robert Berry, APR, had hoped to use this year were sus- Fellow PRSA, were elected delegates-at- pended. National hopes to reintroduce the large. Daniel Granger, APR, was voted Ca- program at a later date, Waetke said. nadian delegate-at-large. Returning direc- tors-at-large include T. Michael Jackson, Assembly revises five bylaws APR, Fellow PRSA; Grace T. Leong, APR; In other business, the Assembly unani- Carole M. Gorney, APR, Fellow PRSA; mously approved the charter for Northwest Vivian M. Hamilton, APR, Fellow PRSA; Arkansas, increasing the number of PRSA Dean A. Kruckeberg, Ph.D., APR, Fellow Chapters to 117, and approved five bylaw PRSA; and Paul J. Wetzel, APR. revisions brought forward, including: The title of Board Chair and CEO was Luchtel rides in diabetes benefit changed to President and CEO while the Ahnalee Luchtel of Wells Fargo Home title of Chair-elect was changed to Presi- Mortgage was pictured in the Oct. 29 Des dent-elect, allowing a more accurate and Moines Register with other cyclists prepar- uLuchtel rides understandable description of the responsi- ing for the 105-mile Death Valley Ride to bilities of the two top positions. Director-at- Cure Diabetes. Luchtel raised $3,322.72 to Large titles were changed to Director. benefit diabetes research before making the ride Nov. 3. Temperature during the Full-time graduate students seeking ad- event was 98 degrees. CMF&Z makes Wilson VP, Pioneer names Dreyer PRSAnotes 3 hires new PR personnel public relations manager Ann Wilson, APR, has joined CMF&Z Mar- After more than six years in the agency keting Communications as senior vice world, Courtney Chabot Dreyer has re- president and director of public relations. cently accepted the position of public rela- She will be responsible for the operation tions manager for Pioneer Hi-Bred Interna- and financial performance of the agencys tional, Inc., a DuPont Company. public relations division. She had been Dreyer coordinates local, national and glo- vice president of communications at Wil- bal external communications. son/Edward Communications in Des Prior to joining Pioneer, Dreyer was senior Moines. public relations advisor at The Integer Wilson is a past president of the Central Group. Iowa Chapter of the Public Relations Soci- uJob shifts She can be reached at 515/334-4663 or by ety of America and the Iowa Chapter of e-mail at Courtney.Dreyer@pioneer.com. the American Society of Healthcare Market- ing and Public Relations. Kemnitz promotes E-File She is a graduate of Drake University. Amber Mulnik was hired recently by the option for tax returns agencys public relations division as ac- The Iowa department of Revenue and Fi- count manager. A native of Sallisaw, Okla., nance is stepping up efforts to promote Mulnik earned a degree in mass communi- electronic filing of Iowa income taxes, says cations from College of the Ozarks in Point PRSA member David Kemnitz, information Lookout, Mo. Previously she was an ac- specialist. A press conference is planned count executive for Fleishman-Hillard in St. for the beginning of the year and the tax Louis. agency will also be working with public li- Greta Schmidt has joined CMF&Z as an ac- braries around the state to promote E-Fil- count coordinator in the public relations ing. group. A native of Des Moines, Schmidt If your business would like to reproduce earned a degree in journalism with a busi- an article for your employee and/or public ness communications emphasis from the newsletter, please send me an e-mail at University of Kansas. email@example.com, and I will e- uE-Filing mail you the information, Kemnitz said. Allen opens consulting service This year, more than ever, he said, it is im- portant to consider E-Filing Iowa income tax returns. E-Filing means a refund in Gail Stilwill Allen, APR, has launched her about two weeks. Sending a paper return own consulting service specializing in means waiting at least 12 weeks for a re- communication strategy, communication fund. and marketing materials development and fund-raising strategy development. For- Several E-File options are available to pro- merly manager of community relations for vide fast and accurate returns, save pro- the Meredith Corporation, she is now op- cessing and storage costs, and allow for di- erating out of her home at 601 32nd Street, rect deposit of refunds. West Des Moines, IA 50265. Her telephone For additional information on E-Filing, number is 515/224-6124 and she can be visit our Web site at www.state.ia.us/tax or reached through her e-mail address at contact the Iowa Department of Revenue & firstname.lastname@example.org. Finance at 515/281-3114 or 1-800-367-3388 (Iowa only) or e-mail us at this address: Job opportunity . . . email@example.com, Kemnitz added. professional public relations or communications experience & a Assistant Public Relations Manager basic understanding of agriculture. Must enjoy writing & working Garst Seed Company is currently seeking an individual to assist in a rewarding, team-oriented environment. Photography, uOpportunity the Public Relations Manager in all aspects of the companys interviewing skills, desktop publishing, layout & design marketing communications programs at the Slater, IA site. experience preferred but not mandatory. Ability to occasionally lift Duties include: company news & information, media relations, up to 50 lbs. Some overnight travel required. EOE, M/F/D/V. product & technology introductions, feature stories, web site Please send resume and letter of application to Judy Ellis, Human content, employee profiles, customer testimonials & farm show Resources, Garst Seed Company, 2369 330th Street, Slater, IA support. The ideal candidate needs less than five years of 50244 or e-mail Judy.Ellis@garstseedco.com PRSAnotes 4 Schweers predicts APR exam changes Its not your bosss APR exam . . . . number of candidates who apply, and al- Rob Schweers, APR, one of Central Iowa low for test-taking when the candidate is Chapters delegates to PRSAs international ready, rather than on a predetermined conference in Atlanta, reports the Universal schedule. Although he said no date was Accreditation Board (UAB) is completely mentioned for the implementation of the overhauling the exam for accreditation in new exam format, Schweers says he public relations. The written test questions, wouldnt expect it before fall 2002. oral exam, test administration and scoring Theyre already promoting the March test- process will change to provide a more effi- ing dates, so I assume that means theyll be cient, cost-effective and defensible exam. using the old exam, he said. The decision to re-engineer the exam is based on the following goals: Recognition dinner Career enhancement; to better allow hu- honors new APRs man resources professionals to use accredi- Two dozen accredited members of the uNew exam? tation as a job description and/or selection Central Iowa Chapter PRSA and their tool. guests attended a recognition dinner hon- Move the APR designation presently oring four new APRs at Hoyt Sherman viewed as a community to a requested Place in Des Moines Oct. 29. The honorees credential. were Jennifer Glover Konfrst, Aaron Putze, Change the perception of the APR from a Joanna Schroeder and Allan Urlis. Ferne personal accomplishment to a professional Bonomi, APR, Fellow PRSA, presented APR indicator. pins to them. The new written exam will consist of mul- The dinner was organized by members of tiple choice questions based on public rela- the last previous APR class, including Mark uAPRs feted tions skills, knowledge and abilities. This Baldwin, Sarah Buckley, Erin Downs, Jill format will eliminate subjectivity in scoring, Spiekerman-Carrothers, Lore McManus Solo and will be consistent with best practices in and Brenda Wiarda. Course coordinator the testing industry. The oral exam will in- was Rob Schweers, APR. clude a portfolio review and set of guide- John McCarroll, APR, accreditation chair, lines for assessing the candidate. spoke briefly about plans for future After participating in a workshop to de- courses and introduced Chuck Seel, APR, velop questions for the new exam, former accreditation chair and president Schweers observed, Its not as easy as it elect of the chapter, who acknowledged sounds! the work of other accredited members who In the eyes of the UAB, the new exam will coached the last class. lower administrative costs, increase the They included Michael Adams, Carol Bodensteiner, Ferne Bonomi, Bill Brewer, Solo cited for graphoanalysis Jackie Goettsch, McCarroll, Henry Milam, Linda Montet, Bill Roach, Schweers, Seel Lore McManus Solo, APR, of Strategic and Solo. America, was interviewed by The Des Central Iowa Chapter now has 51 accred- Moines Registers Mike Kilen for an Oct. 29 ited members. article about handwriting analysis. The uMember news story focused on some of the hand printed Integer promotes Fletcher-Hayes notes in letters containing anthrax ad- The Nov. 5 Des Moines Register reports the dressed to prominent figures recently. Kilen promotion of Desiree Fletcher-Hayes from quoted solo as saying: Graphoanalysis is account executive to senior public relations never predictive of behavior. You can only account executive at the Integer Group in talk about personality traits. Des Moines. The Register noted that after Solo examined Clark-Leyda family escapes fire Whats happening? copies of the letters she concluded that the Send news about yourself, PRSA member Rhonda Clark-Leyda, her husband, Troy, your business, your job block letters indicated the writer was hid- and their daughter, Mary Grace, escaped unharmed openings, etc., to: ing emotions, that English was not the when their house caught fire Dec. 17. Passing motorists firstname.lastname@example.org for the senders original language, and that the discovered the early morning blaze, woke the family, and next Central Iowa chapter Newsletter. downhill slant of the message could indi- summoned fire fighters. cate the writers pessimism.