More than 150 PR practitioners gathered in downtown Washington earlier this month to attend PR NEWS' "Communications Strategies for Nonprofits & Associations." They
participated in panels and interactive labs that amplified communications strategies used by mid-level professionals at nonprofits and associations.
In a panel about handling far-flung members and an ever-changing board of directors, PR Director Nancy Ness Judy of Myvesta.org let fly with so many tips and tactics that she
started an avalanche of questions from the audience. She detailed an intense in-house regime that includes weekly press releases, a monthly radio program and a syndicated Gannett
news column. An upcoming profile with Judy will further explore communication audits, measurement strategies and other techniques used to heighten effective communication between
a nonprofit B2C and its targeted public(s).
In a panel about crisis communication, Lisa Wyatt, VP Public Affairs for Washington Hospital Center, shared much of her insider's knowledge about the recent nurses' strike
there and how the hospital stood its ground in a contentious, highly politicized and visible labor conflict. Likewise, Senior Professional Associate Rebecca Fleischauer of the
National Education Association shared an intimate look at the shooting at Columbine High School. In the aftermath, Fleischauer wrote a series of crisis management guides. Each
seminar participant received a complete set of NEA's Crisis Communications Guide and Tool Kit.
You could have heard a fork drop after lunch as keynote speaker Bill Novelli, Associate EVP at AARP discussed what CEOs want and how to give it to them. This nationally- known
PR veteran outlined seven "musts" PR pros need to prioritize when working closely with a CEO:
1) Make the CEO look good.
2) Provide top quality strategic and analytical thinking.
3) Maintain cool professionalism in a crisis.
4) Keep constantly focused on results.
5) Provide regular feedback on external and internal communications.
6) Position yourself as a reliable team player in managing change.
7) Provide creativity and entrepreneurship.
Novelli told the audience that leadership can be learned and practiced by focusing one's self and others on future program success; by building partnerships externally and
internally; by mastering program complexity; by leading and developing program teams and by becoming a nationally recognized leader in your field.
PR NEWS will hold its next seminar Strategic Online Communications on June 15 in Boston.
Seminar Panelists Suggest
"Promotional partnerships need the same nurturing as romantic relationships. Before marriage, make sure there's a mechanism for partners to sit down and talk to one another.
Slight misunderstandings can lead to an impasse."-- Ben Zingman, SVP, Edelman Worldwide
"Find a celeb with a connection to a cause. . .figure out how you can speak to [his/her] heart and personal interests."-- Denise Keyes, (insert title and group).
"Implement your brand into your culture. It's about showing empathy and passion in internal and external communications. . . spelling out your promise." Debra Roth, PR
Director, National Assoc. of Community Action Agencies."Credibility increases as control decreases."--Mark Weiner, EVP, Delahaye Medialink.
Sunny Group Salute
A salute goes to The Sunny Group, who in their quest for professional development, traveled the furthest to attend the PR NEWS seminar: all the way from sunny Trinidad in the
West Indies. (http://www.sunnygrp.com)