19960902
PRSA CONFERENCE TO STRESS CHALLENGES OF COMMUNICATING CREDIBLY
September 2, 1996
The challenges faced by organizations trying to speak to increasingly skeptical publics will be addressed at the annual conference of the Public Relations Society of America (PRSA). To be held Nov. 10-12 in St. Louis, the meeting features more than 100 sessions grouped under the overall theme, "Telling the Truth: Building Credibility in an Incredible World."
According to Conference Chairman Jerry Bryan, vice president of corporate communications at design and construction engineering firm Sverdrup Corp., St. Louis, the theme arose from discussions about "serious concerns" about the quality of public discourse in America.
"There is a real need in America to restore civility in public debate, a need to quit demonizing opponents," said Bryan. While this conflict has been most obvious in political discourse, it also has spilled over into "the market economy," he said. "As a result of so much screaming and shouting, it's very difficult to have the kind of flow of information and dialogue that resolves problems and captures opportunities."
Conference keynote speakers addressing this topic include well-known Washington investigative reporter Bob Woodward, and Lynne Cheney, a host on CNN's "Crossfire" program, and author of the recent book, "Telling the Truth."
As was done last year, the dozens of instructional conference sessions covering everything from marketing communications to issues management will be grouped into three major categories: "Tools and Techniques," "Managing the Public Relations Function," and "The Big Picture." The first two groups of sessions are aimed primarily at lower-and mid-level staff, while the "big picture" sessions address issues and concerns of PR counselors reporting to CEO-level executives.
Conference organizers are expecting strong attendance--rivaling last year's headcount of nearly 2,000 in Seattle--given the central location of St. Louis half-way between the coasts. "Secondly, Midwestern prices tend to be lower than those on either coast. We think attendees will find hotel and restaurant prices very attractive [conference hotel rooms start at $96]," said Bryan.
Early-bird conference registration fees are $625 for members and $675 for non-members. After Oct. 14, the rates rise to $695 for members, and $795 for non-members. (PRSA, 212/995-2230; Bryan, 314/436-7600)
Dues Increase Debate Likely
Probably the most vigorously discussed item at PRSA's national assembly meeting preceding the conference will be a proposed increase in annual dues, from $175 to $200. An Aug. 26 memo to assembly delegates and chapter leaders from PRSA President Luis Morales said that PRSA's board has voted to propose the $25 increase at the Nov. 9 meeting.
The society has not raised dues since 1989. Dues increases have proved to be a touchy subject in communications societies; a 1994 proposal by the leadership of the International Association of Business Communicators (IABC) to raise dues by $50 was dropped early in 1995 after vocal member opposition. (PRSA, 212/995-2230; IABC, 415/433-3400)