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Dee Zulauf, APR helped CWC earn Best Chapter of the Year

Dee Zulauf, APR, helped the Central West Coast Chapter earn the Best Chapter of the Year Award last year. Dee officially "retired" last week, carrying on the PR tradition of retiring from one position to take on another. Here, she tells us more about her service to date in public relations. 

1. What was your first PR job?
Earning my APR was a God-send for me! I moved to Sarasota from Maryland after being recruited by the leadership of the newly expanded “Sarasota County Vocational-Technical Center,” now SCTI, to become their first media production specialist. I soon found myself meeting the huge demand for a public relations professional. I started out operating on instinct as I wrote PR goals and objectives and developed annual budgets. I wasn’t sure I had the best approach, so I decided to pursue my accreditation in public relations. It was challenging, rewarding and one of the best career decisions I ever made. The process helped verify that some of my instincts were right on target, but it also took me to a whole new level of establishing proven public relations strategies and practices. Plus it built my confidence as a public relations leader. That same year, I produced a promotional video called “The Tour,” which won the State FPRA “Grand Winner for Best Audio and Visual Tools.”

2. What's the single most important thing that will influence or shape the PR profession in the next 5-10 years?
The continued growth and exploration of communicating through the advantages and challenges of technology. Social media, emailing, and 3G/4G communications allows us as PR professionals to target our message to the individual and establish connections, work towards common goals, and share. As I just learned this week, even GPS systems will create stronger ties as we can identify when we are near each other. I know it sounds a little eerie, but as we all become more mobile in our daily responsibilities, it will offer opportunities for true one-on-one interactions. It is always hard to predict what will have the greatest influence on the future of PR, but nothing has brought about more change than the transition from mass communications to empowering the individual.

3. Are you the PR person at home too?
My husband and I have a very strong “give-and-take” relationship. If there is something I really want to do and I know he isn’t wild about it, I plant the idea and let it go and, many times, he will bring it up when we’ve pursued something he wanted to do. It helps eliminate the struggles between two strong-willed individuals. I don’t know if that is good PUBLIC relations, but it has helped solidify our PERSONAL relations for a lot of years.

4. Name a local PR professional you hold in the highest esteem.
There are a lot of area PR professionals that I admire for their ethical standards, ability to build partnerships to achieve major goals, extensive knowledge of a wide variety of subjects, a down-to-earth personality that is engaging, and a strong confidence that does not require being in the spotlight. Locally, I think of Debra Jacobs, the newly named president and CEO of The Patterson Foundation. State-wide, Cindy Gordon, VP of New Media at Universal.

5. What lesson(s) learned would you pass on to others in PR today?
Incorporating the four elements of a good PR plan… research, action, communication, evaluation… and using solid ethics in each process. You are bound to come in contact with situations or individuals who aren’t principled. Your challenge is to do what is right and move on.

6. What's the secret to balancing work duties with your many years of service on the local/ state FPRA boards?
There really isn’t any secret other than making a commitment you can honor. Spending the last four years on the CWC board of directors as director of special events, president-elect, president, and immediate past-president, and serving on the state board, has taken up a great deal of time and energy, But the benefits and friendships, both personally and professionally, have been well worth it for me.

Have a question about getting accredited or other aspects of PR? Leave a comment for Dee below.

What Dee is doing now: Dee moved to Sarasota in 1977 and dedicated over 32 years to the students and staff of SCTI, the Sarasota County Technical Institute, as a department chair, public relations coordinator, print and electronic producer,  IT leader, and webmaster. She helped establish the partnership, EnviZage PR and Project Management, in 2003. Last month, she transitioned full-time to the partnership, and volunteering, traveling, networking and learning.

Ginya Carnahan, APR, CPRC TALKS...

In addition to always providing professional and talented PR counsel with every project she touches, Ginya Carnahan, APR, CPRC has been an inspiring and patient mentor to emerging communications leaders in our area. She ALWAYS has time to talk and lend a helping hand. Let's find out more about this gem of our local chapter.

Q: What was your first PR job?
My first PR job was a bank teller.  Of course it was not called PR and I didn't think of it as PR, but in every sense I was representing the bank to the public.  I really enjoyed many aspects of the job--too bad you couldn't make much money at it.  It was during this time in my early, early life that I "discovered" PR and went to night classes to get my degree.

Q: What's the single most important thing that will influence or shape the PR profession in the next 5-10 years?
I believe what has always been the most important thing to the profession all along: ethics.  As "new media" allow us to connect with and influence the public on many new levels, it becomes more important than ever to keep our practice totally above board and ethical in every way.

Q: Are you the PR person at home too? I am "the PR person" 24/7.

Q: Name a local PR professional you hold in the highest esteem.   I am in awe of so many of my peers - Erin McLeod, Chris Carroll, Tom Nunan, Heide Smith, Debby Steele, Jennifer Moss, Patsy Snider.  It is impossible to pick one.  FPRA has introduced me to literally dozens of talented PR pros.  Through all my years in the organization I have watched young practitioners blossom into mature, amazing professionals.  People like Tina Haisman and Julie Platt.  And I have made good, long lasting friendships with the likes of Rick Oppenheim, Scott Harrington, Ginny Duffey-Troyer.  We are all influenced by our cohorts - each of these people has inspired me and challenged me to do and be my best.

Q: How did the APR course change/influence your approach to PR? I took on the APR challenge when I was fairly new to FPRA (back when we all used typewriters!)  I thought I was pretty good at my job and had a grasp on the field, but it was only after I went for the APR (APRP back then) that I became really confident in my skills.  I don't know that the accreditation has influenced my being hired anywhere along the line - but I know that the process served to cement the basic PR tenets and history in my mind and daily practice.  I encourage every 5-year PR veteran to seriously consider this process.  It means you are serious about you do.

Q: What lesson(s) learned would you pass on to others in PR today?  Shut up and listen.  Open your eyes and look.  "We" don't know it all and each PR task is a new challenge.  PR deserves an in-depth study, otherwise we only frost the cake.  PR should be part and parcel of the whole recipe for success.  As Yogi said, "You can observe a lot by watching!"

Q: What's the inside scoop about your love for health related PR?  I ended up in health-related positions partly by accident and partly by heritage.  My first "real" PR job was as a speech writer for the National Association of Broadcasters, as far from "health" as you might get. 

My second "real" PR job was a temporary job handling publicity for the opening of a new medical school building at Vanderbilt University (Nashville,TN).  I had grown up 1 block form Vanderbilt and was very familiar with the terrain.  My mother had worked there as an admitting clerk for many years.  When the temporary job was over, they liked my work and invited me to become a staff member in the Office of News and Public Affairs.  I worked there five years, loving the challenges of working with brilliant physicians and researchers on the cutting edge of medical break-throughs, while handling many hospital-related crises. 

It was during this time that "marketing" was first being introduced to healthcare and it was exciting.  This period set the course for my chosen PR applications.  I enjoy learning about health and medicine, and have met amazing men and women who have dedicated their lives to helping others.  I think some of their good karma is rubbed off on me when I assisted them in their outreach goals and publicity.  I feel in some small way, part of the greater good they do for mankind.

Ginya, you always continue to inspire us!
 

How much do you know about Maura Howl, APR?

We continue our conversation with the talented professionals in our chapter who have distinguished themselves by earning professional credentials. Let's find out how much you know about the succinct Maura Howl, APR..... 

1. What was your first PR job? 

Community Relations Coordinator for a school district in Michigan. 

 

2. What's the single most important thing that will influence or shape the
PR profession in the next 5-10 years? 

Emerging technology.

3. Are you the PR person at home too? 

Yes.

4. Name a local PR professional you hold in the highest esteem. 

FPRA-CWC past-president Erin McLeod because of her generous and accepting spirit, her openness and honesty, her sense of humor and quick wittedness

5. How did the APR course change/influence your approach to PR? 

It gave me increased credibility and confidence.

6. What lesson(s) learned would you pass on to others in PR today? 

Nothing you say is ever off the record.

7. Tell us a PR secret or tip that has helped you be the professional you
are today.   

I think of what I do as service.

 Where Maura is now: Maura combines her public relations expertise with her extensive knowledge and experience in education and resource development for the School District of Manatee County. She has been a member of the Central West Coast Chapter of FPRA since 1999, served on the board as treasurer in 2003-04 and as a sponsorship committee member in 2006-07.  She looks forward to continued involvement in the chapter as the vice president of accreditation in 2009-2010.

Have you been thinking of earning an APR? Send a question to Maura about it. 
 

Past President Terri Behling, APR Shares Encouraging Words about APR

Now, that you've heard from the "Master," let's find out how much you know about some of the other highly talented and much respected APR's in the chapter. Today we'll find out more from past-president Terri Behling, APR.

Q:  What was your first PR job?

Community Relations at First Step of Sarasota in January 1999

Q: What's the single most important thing that will influence or shape the PR profession in the next 5-10 years?

In my opinion, we will continue to battle the image of being "spin doctors," we will have to jump on the social media band wagon whether we agree with it or feel it is effective. The fact that it has become so mainstream, it is too big to ignore, every business and non-profit will eventually have to use social media to get their messages to their target audiences. I also think our profession will continue to not only focus on external audiences, but internal audiences too. We are having to counsel our executives on how to handle lay offs, pay decreases/freezes, coping with the economy. 

    
Q: Are you the PR person at home too?

I believe I am. I use my PR skills in several ways that I may not always realize.

Q: Name a local PR professional you hold in the highest esteem.

This is a tough question, but there are several local PR professionals that I look up to and admire. Ginya Carnahan, APR, CPRC, Virginia Haley, Cheray Keyes-Shima, APR, CPRC and Chris Carroll, APR, CPRC. They have all helped mentor me in various stages of my career and I will always value their advice.

 Q: How did the APR course change/influence your approach to PR?

Taking the APR test expanded my knowledge of the profession. I have a journalism degree and had specialized in media relations when I started preparing for the exam. PR is much, much more than media relations; it's about building mutual relationships, finding compromises, standing firm in your beliefs and adhering to a strict set of ethical standards. The testing process was beyond valuable and I would recommend the process to anyone in the career of public relations.

Q: What lesson(s) learned would you pass on to others in PR today?

Never underestimate the relationships you build, especially with the media. If you can change jobs and still find success with the media even if you are in a different industry, you've done your job! 
 

Thanks to Terri for her encouraging and inspirational answers!  Be sure to leave a comment for her  here.

How much do you know about Joe Curley, APR, CPRC?

 We're launching a new mini blog campaign to help you get to know our chapter's talented APRs. Who better to start with our short interviews than the Master?  Let's find out how much you know about Joe Curley, APR, CPRC.

Q:  What was your first PR job?

I‘m sure my first PR job was convincing my dad to co-sign the loan for my first brand new car right after high school graduation. Given that my choice was a Ford with big V-8 engine, four-speed and bucket seats model, it was a really tough sell. But I was successful.  In my actual PR career, my first job was “customer relations” for a regional water & sewer utility company that served the fast growing non-incorporated areas surrounding Walt Disney World.

Q: What's the single most important thing that will influence or shape the PR profession in the next 5-10 years?

In my opinion, the core values of PR message communication will not vastly change, but the tools and vehicles to reach targeted audiences will be the ongoing challenge.  Just a few short years ago, blogs were almost unknown and social networks like MySpace Facebook and Twitter were just emerging and not utilized as critical PR communication vehicles as they are today.  Keeping pace with the new and emerging methods in which the world communicates and crafting and shaping the PR message to fit those targeted audiences and delivery vehicles will make the difference between a successful PR campaign and marginal results for those practitioners stuck in yesterday’s methodology.
      
Q: Are you the PR person at home too?

Of course I’m a PR guy at home. Doesn’t everyone use PR techniques in their personal life, from family decisions on the vacation destination to what restaurant to go to for dinner on Saturday? We use our “positive message points” to persuade other family members to agree with our agenda, and the ensuing family dialog is actually many mini personal PR campaigns, each aimed at winning over other family members.  While we may not put pen-to-paper to develop our plan, we do mentally think about different messages for different family members to motivate them over to “our side.”  That certainly is classic PR in action, and usually includes a post-event “evaluation phase” with statements on what a good time/meal everyone had -- the RACE formula at its best.

Q: Name a local PR professional you hold in the highest esteem.

He’s an unassuming member of our CWC chapter and has a long, deep and exceedingly interesting career in PR that spans, national, international work with numerous major clients and top PR agencies. His wealth of experience and wide circle of personal friendships with many of the top PR professionals in America is impressive. His name is Tom Nunan.

Q: How did the APR course change/influence your approach to PR?

After you’ve been in PR for a number of years, you tend to react from experience and not always layer the RACE process into your planning. Studying for and taking the APR exam certainly brings you back to utilizing a good structured approach in your PR planning and actions.  The APR test is much more than just a “refresher course” as it provides the core values for good PR planning and ethics that are key elements to foster success. As a bonus, my APR certificate was personally presented by Scott Cutlip (Cutlip and Center PR textbook) and later I was able to meet Ed Bernays (Godfather of PR) in person at a gathering that was restricted to APRs.  I encourage all APRs to also earn the CPRC credential as, it too, is a great  building block and milestone in one’s PR career.

Q: What lesson(s) learned would you pass on to others in PR today?

In all PR activities, and especially in crisis situations, always take the “high road” and act with honor and be credible.  You may have some short-term fall-out from being honest, but it will also earn you long-term respect. I can’t think of a single situation that, when taking the high road, didn’t earn positive rewards down the road for the client/company. People understand mistakes, accidents and occasional bad judgment, and can live with truthful communication … and that is the foundation for earning/maintaining a solid reputation.

Q: Why is so damn hard to retire from public relations?

I keep asking myself that very question! I took the advice of one of my early mentors and he said to find a career that I loved so I would look forward to each Monday morning.  And I truly love the PR profession --every day and activity is different and there’s never any  boredom-- and you continue to experience new and changing elements so you continually grow throughout your career.  In my first year of retirement, I did actually did not do any work, but it’s hard to stay away from the “excitement and challenges” of PR counseling.  I love what I do and will continue to maintain a balance between work and play (the equation is weighted to more play!) so I can enjoy my sort-of-retirement years.
 

Thanks to Joe for his always insightful (and entertaining) answers!  Be sure to leave a comment for him here.