Valley PR Blog

The State of PR: A.D.D, relationships and the end of faxes

By Charlotte Shaff on March 25th, 2010 In Professional Development

What is the state of PR here in Phoenix? If you attended the PRSA Luncheon yesterday at the University Club in Phoenix, you probably got a few new insights into where we are and where we are going when it comes to the industry. Below are some of the highlights from the event.

The panelists included seasoned representatives from the many areas of PR:

Corporate: Anne Christenson, Senior Public Relations Manager for Kahala Corp.
Non-Profit: Amy O’Hara, Marketing & Communications for ASU Lodestar Center for Philanthropy & Nonprofit Innovation
Government: George Couch, Public Affairs Officer for USDA Natural Resources Conservation Service
Agency: Michelle Olson, President of Olson Communications, Inc.
Independent: Ann Videan, Independent Practitioner for Videan Unlimited
Abbie Fink, president of Phoenix PRSA was the moderator.

Something we all can probably agree on is that we basically “need to have A.D.D. and be schizophrenic” as Michelle Olson jokingly remarked when asked what makes a good practitioner. Anne Christienson agreed that the best person for the job was one who could do a little bit of everything. Because agencies and corporations must juggle multiple hats for clients, a varied history of experiences from SEO to media buying to marketing make up the ideal person for that environment.

While Amy O’Hara agreed that non-profits need to fill more than their specified role, she felt there was a strong need for good writers. Telling a story is integral to all our jobs, but non-profits definitely need to show who they are through writing.

George Couch said he struggled with whether a government communications professional should find their niche or if they should be broad about their knowledge of the industry. As the government cuts back, more people are challenged to do a lot and that maybe a niche person should go out on their own. He also gave some insight to his time spent in Washington D.C. last year and the how deep politics run in PR.

Good listeners with open minds make a great Indie, according to Ann Videan. She was passionate about writing skills too and said that to survive as an Indie, you have to “know your strengths and hire your weaknesses.” (I have to agree on that point. When you do it all as a sole-practitioner, something like finances or marketing can fall to the wayside, so find a team of people to help you.)

Olson also talked about looking at the big picture and having a good grasp at strategy for a client. “The objective is not about media impressions anymore. It is about how you move the needle.” She felt it was easier to show a client how they were working for them because of the ways to track releases, stories, links online.

Abbie Fink asked the panel to give us their thoughts on what they saw as constant (C) in PR and what was going to be obsolete (O) in five years.

Michelle Olson

C: Strategies, knowledge of media, creativity, relationships and effective writing

O: Fax machines and letterhead

Ann Videan

C: Relationships

O: Desktop computers. We will be all mobile in our communications.

Amy O’Hara

C: Relationships

O: Wearing one hat/having one title

George Couch

C: Partnerships

O: Schedules

Anne Christenson

C: Relationships and storytelling

O: Fax machines and mailed press releases

I am looking for a few new good reads, so I asked what the panelists were reading. Ann Videan loves “Tribes” and “Citizen Marketers“, which are books that follow the mentality that your customers and WOMM are the key to success. Michelle recommended “Bounce”, “When Growth Stalls” and ”The Trusted Advisor“, books that not only helped her as business owner, but a way to share and help her clients, too. Abbie mentioned a few she loves, which include “Trust Agents” and “Fred Factor”. You can learn more about the books HMA has been reading here.

The mood was light and uplifting, even though the panelists tried to not bring up the challenges of a down economy and the recession. I liked that while many things were constant among the group, there were some varied perspectives that shed some light on how they worked. And, if there was one thing everyone agreed on, it was the beginning of the end of fax machines. If you have never been to a PRSA Luncheon, I encourage you to check one out soon. Great networking opportunities and you always learn something new.

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