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Congratulations Jennifer Moss, APR, CPRC!

For many years, our Central West Coast chapter has been fortunate to boast Jennifer Moss as an outstanding member, board member and PR resource. Now her APR credentials are joined by the coveted CPRC!  As the final interview in our APR spotlight series, we also congratulate her on this very special accomplishment.

Q: What was your first PR job?
A: My first PR job was at Sarasota Memorial Hospital in 1994 as Program & Staff Development Coordinator in the Rehab Division, though I didn't really realize that PR was what I was doing when I first started.  My degree is in Broadcast Communications and I had not taken any PR classes in college.  I had done some marketing part-time for real estate agents while I was in school, but did not understand the scope of PR.  When I started working more closely with the general hospital PR & Marketing department on our department newsletter, brochures, internal communications, patient info pamphlets, web copy & community events - I realized that PR was truly the fundamental component of my job.  I then joined FPRA and took the PR Certification class at USF to deepen my knowledge and then expand my role at work.  When I took the APR exam in 2001, I felt that I really had arrived as a PR professional.
 
Q: What's the single most important thing that will influence or shape the PR profession in the next 5-10 years?
A: I think electronic communication and social media are the single most important things that have been and will continue to shape PR over the next few years.  I am certainly not an expert in this area and continue to look to FPRA for ways to enhance my knowledgebase.
 
Q: Are you the PR person at home too?
A: I am absolutely the PR person at home....I am constantly asked to do flyers, letters, certificates for this group or that.  Once your kids' clubs & organizations learn that is what you do - watch out!
 
Q: Name a local PR professional you hold in the hightest esteem.
A: Locally, I hold Ginya Carnahan, APR, CPRC in very high esteem.  Ginya was assigned to me as my mentor in 1998 when I joined FPRA and we became fast friends.  She also works in the healhcare field so it is great to be able to bounce ideas off of her.  She is not only a true professional with loads of experience, but overall is just a great friend!!
 
Q: What lesson(s) learned would you pass on to others in PR today?
A: Lessons that I would pass on are that you can never stop learning or growing.  I recently took (and PASSED!) the CPRC exam.  It was something I have thought about off and on for a few years but dreaded the tought of taking an exam - ugh!  But I finally decided to just do it and it was a really great experience.  I strongly encourage those who are eligible to conside this next credential.
 
Q: What's the secret to balancing work duties with your many years of service on the local/ state FPRA boards?
A: My secret to balancing work duties with FPRA board service is that I really love serving as a board member.  I loved being involved locally in many different positions and was truly sad to give up my reign as CWC Chapter President in 2003.  So I jumped right in and joined the state board.  Working at the state level, I am getting even more out of my service.  Because beyond just the "job" you take on, I feel that board service gives me so many things back including: meeting people around the state, collaborating with professionals that I hold in high esteem and regularly learn from, enhancing my leadership skills and making a difference for those in our profession. So I don't look at service as extra work or a chore or a duty - it is really something that I get a lot out of and enjoy.  I am very excited that I have been nominated to be President-Elect at the state level and look forward, if elected, to serving as your FPRA State President in 2010-11. 

Jennifer, we're so proud to have you in our chapter!  Congratulations!

Ellen Simon, APR talks about PR

Q. What was your first PR job?
Interning for Penn State University’s Public Relations Department when I was a journalism major at the school — The experience truly opened my eyes to the world of PR.

Q. What's the single most important thing that will influence or shape the PR profession in the next 5-10 years?
Social media will continue to transform the profession, especially with the decline of traditional print outlets. PR professionals need to figure out how to capture and keep people’s attention and stay abreast of trends.

Q. Are you the PR person at home too?
You’d have to ask my family -- I’d like to think I am!

Q. Name a local PR professional you hold in the highest esteem.
It’s tough to single out just one person -- so many professionals have given me invaluable counsel and support. Ginya Carnahan, my coach through the PR accreditation process, did a great job of keeping our study group motivated and on track. Leigh Wilcox has been my colleague in Sarasota Memorial Hospital’s Communications and PR Dept. for many years now, and she never ceases to amaze me with her grace under pressure.

Q.How did the APR course change/influence your approach to PR?
The APR course really emphasized the importance of developing a solid PR plan. If you don’t do your research, define your audience(s), develop goals and measure outcomes, you’re just shooting in the dark. It may take time to do the legwork, but you’ll have a much greater chance of success and will be better able to justify your strategy and budget.

Q. What lesson(s) learned would you pass on to others in PR today? 
Don’t work in a vacuum.  Bounce ideas off of colleagues, customers, the media, community members, etc.. Conduct informal (or formal) focus groups to test strategies and tactics. You’ll gain a variety of perspectives that can mean the difference between a successful PR campaign and a failed strategy.  On a more basic level, don’t be afraid to ask questions — you can’t communicate effectively if you don’t have all of the information you need.

Ellen Simon, APR works in the public relations department at Sarasota Memorial Hospital.

Leave a comment for Ellen below.

 

Find out more about Colleen Thayer, APR

Q. What was your first PR job?

A. It was as a legislative aide with state Senator John McKay.
 
Q. What's the single most important thing that will influence or shape the PR profession in the next 5-10 years?

A. Probably the social networking revolution. Keeping up with all of the technology that influences public relations and really every profession.

Q. Are you the PR person at home too?

A. Yes.

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

A. Cheray Keyes-Shima, APR, CPRC.
 
Q. How did the APR course change/influence your approach to PR?
A. It helped me recognize the value of planning when putting together any kind of public relations activity.

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

A. Seek a mentor or others in the profession that you can rely on and utilize their expertise.

Q. What's the secret to balancing work duties with your many years of service on the local/ state FPRA boards?

A. Both work duties and FPRA go hand-in-hand in my opinion. You balance them because they both offer value and everything that FPRA offers can help you in your job.

Colleen Thayer, APR, is the Community and Legislative Affairs Manager for the Southwest Florida Water Management District.

Leave a comment for Colleen Thayer, APR, below.

Chris Carroll, APR , CPRC sees PR skills as life skills

He has played key roles on state and local FPRA boards for more than decade - but  how much do you know about Chris Carroll, APR, CPRC? 

Q. What was your first PR job? 

A. When I went to journalism school in 1977, public relations was not mentioned. My first job at one of the big three advertising agencies in Kansas City, Missouri, introduced me to public relations. I was the new guy, so I got the assignment of writing news releases because they "really weren't that important."
 
Q. What's the single most important thing that will influence or shape the PR profession in the next 5-10 years?
 
A. Unless the Internet crashes, electronic communication will undoubtedly have the biggest impact on public relations. Not only will we continue to see printed publications being replaced by electronic publications, reporters will cease to exist, being replaced by the man in the street, and the concept of "news" will change to be whatever someone writes on their FaceBook page or tweets.
 
Q. Are you the PR person at home too? 

A. Public relations is all about relationships. The skills we practice every day at the office are just as effective in relationships outside the office. 
 
Q. Name a local PR professional you hold in the highest esteem.
 
A. My business partner of more than 11 years, Cheray Keyes-Shima, APR, CPRC, represents the epitome of professionalism in public relations. I continue to learn from her and I am proud to be in business with her. She continually inspires me. 
 
Q. How did the APR course change/influence your approach to PR?

A. I approached the APR/APRP program as a learning experience and a means to advance my knowledge about my profession. It gave me the reasons behind some of the activities that I had been performing years before. It also gave me an appreciation for the history behind the profession.
 
Q. What lesson(s) learned would you pass on to others in PR today?

A. Public relations skills are the same skills that are needed in life. Practice them often and purposefully. Look for opportunities to put strategic thinking skills to work on a daily basis.
 
Q. What's the secret to balancing work duties with your many years of service on the local/ state FPRA boards?
A. A person has to learn to separate work from life. Even though I take the challenges of work with me when I leave the office (I represent to clients that I am available 24/7), I have developed techniques for refocusing my mind away from business. This is especially important for me to maintain my strategic/creative edge.
 

Christopher Carroll, APR, CPRC, is Managing Partner of KSC Advertising & Public Relations in Sarasota, Florida. His firm specializes in advertising creation and placement, media relations, and counseling. He has a Bachelor of Journalism degree from the University of Missouri and has 30 years of experience in advertising and public relations. He is Co-Executive Director of the Florida Public Relations Association and Executive Director of Donate Life Florida.

APR Is a Badge of Honor for Cheray Keyes-Shima, APR, CPRC

Cheray Keyes-Shima, APR, CPRC

....a diva of the CWC Chapter's APR professionals. 

What was your first PR job?

My first PR job was with the Florida Office for Volunteers (FOCV).  I was still a senior at Florida State University, when I took a full-time position as the Promotions Coordinator for the FOCV.  The FOCV was a pilot project of the late Governor Chiles Lawton.  The purpose of the organization was to encourage college students across the state to volunteer their free time to their community’s local not-for-profit organizations.

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

Well, I believe we are already experiencing the single most important thing that is not only influencing our profession, but is changing the way we operate on a daily basis -- we all know it as the Internet.

Are you the PR person at home too?

Yes, I am the PR person at home.  I guess you can’t take the spots off a leopard either.

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

A local PR person that I hold in high esteem.  This is difficult, because our chapter is so fortunate to have so many talented PR practitioners.  I will say, though, that I think Joe Curley has been afforded some of the coolest PR experiences than one could ever ask for.  Though he is “retired,” his clients still value his consultation … and it’s hard not to admire that.

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

The APR designation is a badge of honor and though my undergraduate degree is in public relations, studying for the APR exam took my formal PR education to the next level as well as solidified my commitment to the profession.

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

Lessons learned … that’s easy … never think you know it all and never, ever stop learning. 

Cheray Keyes-Shima is a Managing Partner of KSC, Inc.

Find out about the career of the VP of APR - Julie Platt, APR

What was your first PR job?
My first job out of college was working for SNN-6 as a news producer and video editor. This job provided me with many practical skills that have helped my career along the way, including an appreciation and understanding about deadlines, getting the facts right, and the background behind how a multi-media newsroom operates.  I still keep in touch with many of the contacts I made at that time. I really wish I had known about FPRA then because I would have been able to broaden my understanding of PR early on. 
My second job really set the stage for where I am today.  I was the media assistant at the Sarasota County Sheriff’s Office and that is where I underwent practical, hands-on training of intense media relations and general public relations activities. I interacted with people from various backgrounds and learned the right way to handle media inquiries, how to put together news conferences, write news releases and gather information.  
It wasn’t until I joined the Suncoast Communities Blood Bank, my current position, that I really have had the opportunity to embrace traditional public relations. While I had a media relations background, I was not used to practicing traditional PR with an academic and research focused approach. I never had to measure outcomes, create strategies or write a PR plan.  Becoming a member of FPRA has helped me to flourish in the public relations field. I have a greater understanding for why measurements and benchmarks are important and why research is valuable. I am grateful that my current job allows me to hone all of the skills necessary for success in this field.

Name a local PR professional you hold in high esteem.
This is a difficult question. Our chapter has so many wonderful and talented PR folks.  The three I have learned a lot from are Ginya Carnahan, APR, CPRC; Dee Zulauf, APR and Kristine Nickel. All three PR professionals have been instrumental in different ways by encouraging my growth and always being available for answering questions. They are fantastic counselors!  I value their opinion, lessons they share and insights they offer.

How did the APR course change/influence your approach to PR?
The APR course has been influential to my approach in PR. I learned the value and importance of developing strategy, goals and why measurements are so important to planning. I now have a grasp on the communication models behind public relations and for the basis of effective communication. The APR really backed up the on-job learning I went through and validated that what I had been practicing was on target with other PR professionals.  Taking the APR was also the most challenging “academic” achievement since college. It required me to study, stay on task and challenge myself to keep on goal.

What lessons learned would you pass on to others in PR today?
You can never go wrong with being honest and transparent.  Don’t just shoot from the hip, evaluate why you are doing something and then put a plan behind it and test it. Maintain positive, collaborative ongoing relationships with other organizations and contacts.

Have question for Julie about getting accredited? Leave a comment below.

Julie Platt, APR currently serves as the public relations and marketing manager for Suncoast Communities Blood Bank.

Grace Carlson, APR, talks about ethics, outcomes and branding

1. What was your first PR job?

In 1987, I joined the staff at the Greater Sarasota Chamber of Commerce as a membership relations coordinator.  I organized the regular member events (monthly business card exchanges, monthly coffee club meetings, new member orientations), I coordinated the volunteer group known as the Chamber Ambassadors, I provided support to Leadership Sarasota and I developed and coordinated the media relations as well as all the newsletters, event promotions and collateral materials for the chamber, the BBC and the Committee of 100 (which was the name of the chamber’s economic development division at that time).

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

I wish I could say that it will be a greater interest in ethics policy with a greater adherence to oversight … but, alas … I think Social Media and the Internet will continue to revolutionize the industry like nothing else well into the next decade.

3. Are you the PR person at home too?

Of course!  I am even the PR person to our extended family.  They rely on me to maintain a blog for members of our family in the U.S. and abroad.  Everyone wants to keep in touch, and it’s so hard these days with technology demanding more and more of our time. Electronic interface allows people to connect and reach out at whatever time is convenient to individual schedules/time zones/etc.

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

Mike Vizvary is the contemporary I hold in high regard. Mike was the business editor for the Sarasota Herald-Tribune while I was at the Chamber and Heart Center of Sarasota doing PR.  Mike was always amiable, accessible and generous with advice while I was learning the ropes on how to pitch news.  When Mike left the paper, he went to SMH as media relations director.  He carried a pager with him 24/7 … even with round the clock crises, you would never see him reveal stress or pressure.  His calm, good sense helped keep the hospital’s public image intact during a very turbulent period in its history.  He has quietly been the publicist for the Ringling College Library Assn’s Town Hall series for more years than I can count and gives pro bono counsel to several local charities without fuss or fanfare.  He is a darn good newsman who successfully made the transition to public relations.  For crisis communications, he is the quintessential “go to” guy. While not strictly PR professionals, I think Marj Baldwin and Marjorie North belong near the top of the list as significant influencers too.  They made tremendous contributions to our community conversations and they helped shape our perceptions of leaders in this community to a great extent as well.

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

I think the most significant impact that the APR exam had on me and my approach to this profession is measuring outcomes and evaluating performance.  At the end of the day, those two guiding values are the only things that will justify the time and energy expended to any PR endeavor.

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

Brand image is everything – and public relations is the most effective tool to develop, maintain and even alter brand images (for better or for worse).  That is a lot of responsibility and the best PR professionals understand how fragile public perception can be.  The best in the business listen to opinions, follow trends and stay as plugged in to what’s going on around their clients as what’s going on within their organizations.

7. What are the qualities of a PR person needed for public engagement?

Understanding your audience.  If you speak to them in their language using mediums and messages that they relate to, you can find success.  If you simply try to advance your client/s agenda without leaving room for what the listener cares about or wants to know about – you can hang it up.  You’re done.

 Have a question or comment for Grace about public relations? Leave a comment below.

 Grace Carlson, APR, is the proprietor of Carlson Studio Marketing, located in downtown Sarasota, which provides marketing communications consulting. 

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.