PRSA Dallas February Newsletter 
President's Message
2016 is off to a terrific start for PRSA Dallas!
Our sold out Jan. 14 luncheon crowd of 100+ enjoyed hearing Ellen Hale’s experiences as a journalist and corporate communicator with the Associated Press. Be sure to check out the Top 10 list from Ellen’s talk below.
On Friday, Feb. 5, we’ll have 85+ registrants attending Martin Waxman’s digital and social media boot camp. Our focus will be using digital and social media to engage audiences on the go.
And, mark your calendars for Thursday, March 10, when Dallas Morning News Editor Mike Wilson delivers our luncheon keynote. Registration opens soon, and we’re expecting another sell-out.
We are on a programming roll, and the year has just begun…
I’m incredibly grateful for the tireless volunteers, new and long-standing members, past PRSA Dallas presidents and sponsors (Dean Foods, Hotels.com, Press Club of Dallas, SMU Continuing and Professional Education) I’ve had the pleasure of interacting with in the past month. Thank you for all you do!
If you’re looking for a way to get involved with PRSA Dallas, email me at [email protected], and we’ll welcome you with open arms. We have a fantastic year ahead.
Sandra Duhé, Ph.D., APR, Fellow PRSA
Monthly Event
January Luncheon Recap: 10 Commandments for Media Relations in the Digital Age
Carolyn Covey Morris, Ellen Hale and Sandy Duhé at the January luncheon held at the Meadows Museum
Ellen Hale, former SVP of corporate communications for The Associated Press, helped us kick off our first luncheon of the year, sharing her behind-the-scenes stories from 11 years at The Associated Press. During her tenure, the AP faced challenges with the changing landscape of media, including the decline of the newspaper industry, the rise of social media and the proliferation of citizen journalists.
AP has evolved its corporate communications department to deal with these challenges, but it is a fluid and constantly changing situation. Here are Ellen’s top 10 tips for media relations in the digital age:
- Corporate communications departments should be the first line of defense and offense. They should be equipped and trained to rapidly detect any criticism by extensive monitoring of Twitter and other social media and respond to it.
- If it looks like the issue has wings, get in there quickly and disrupt the narrative.
- Don’t count on anyone calling for comment anymore. It’s a rarity. You will need to proactively correct an error or set an issue straight and change the narrative yourself.
- If you are wrong, fall on your sword. Fall on it quickly and fall on it completely. Anything else will be perceived as defensive and provide red meat for the critics.
- Be proactively transparent. Get an explanation out there fast and fully if there is a mistake or issue you think may get traction. A corporate blog is a good location for this.
- Explain. Explain. Explain. Context is critical.
- Get in and get out. Know when to stop responding. This is also known as the “don’t-get-in-a-pissing-match-with-a-skunk” rule. Don’t prolong the issue and let them drive clicks their way.
- If you don’t have shareable content, you’re sunk. Everyone watching you needs to have shareable links to text, photos, audio and or video before they’ll get your side out.
- While social media may be a curse, it can be an important friend, letting you tell your story and get content out that you otherwise could not. The Internet is a voracious beast and needs endless feeding. You can take advantage of that.
- Cultivate those in the media who have big followings and can help you staunch an issue that has the potential to spiral out of control. They will appreciate getting something first and their large following has the power to change the course of the online conversation, which is, of course, what it’s all about.
Member Spotlight
Chris Pilcic, media specialist at State Farm
- What made you decide to get into PR? After more than a decade in television and radio newsrooms, it was a relationship with a media relations representative that pulled me to what was sometimes jokingly referred to as the “dark side” in TV newsrooms. Following a move to Dallas to elevate a young career into TV management, I found my dream job at a my home state company, State Farm.
- What do you value the most about being part of PRSA Dallas and/or how has it helped you in your career path? PRSA is an extension of the day-to-day work I do at State Farm; collaborating and sharing ideas with colleagues across the industry. The networking and exchange of ideas is incredible.
- Any hobbies or quirks to confess? I’m a techie, but I still keep a traditional “list” by my side at all times. I can’t get used to utilizing One Note. If you see me at an event taking notes, chances are I’ll be using a “reporters” notebook still. #OldHabitsDieHard. As far as hobbies, I love hockey – and now my 2-year-old wants to play and watch with me non-stop.
- What is your favorite hole-in-the-wall restaurant? (Don't forget to tell us where it is located.) You must know I like to eat, but going to dinner is different with a wife and children. When friends are visiting from out-of-town, I like to take them to (not hole-in-the-walls) Maple & Motor, Celebration, Fuel City and some good barbecue restaurants.
- If you could go anywhere tomorrow, where would you go? We love our life in north Texas – moving here from the Midwest three years ago. If I won the lottery or were taking a trip, I’d head to our annual vacation spot of Santa Rosa Beach, Florida. The kids absolutely love it. I’d split time with them between the pool and beach – and try to visit a golf course or two.
PRSA Dallas Chapter News
Past PRSA Dallas Presidents Welcome Sandy Duhé
Former PRSA Dallas presidents and presidents of other PRSA chapters kicked off the new year by welcoming Sandy Duhé as the 2016 PRSA Dallas president.
Other News
February Membership Promo: Free Chapter Membership (up to a $100 value)
There’s no better time to join PRSA! New members can receive a free one-year chapter membership when they join National as a regular member ($225 annual dues + $65 initiation fee) with promo code FEB16.
Restrictions: Not available for Associate member types ($200 or less annual dues) and current or renewing members. Refer to http://www.prsa.org/joinus/howtojoin for details.
For membership inquiries, please contact [email protected].
PR Tips for a Successful Year
New Members
Please welcome our new and reinstated PRSA Dallas members:
- Mary Anna Billingsley, fellow, Hill + Knowlton Strategies
- Chris Coats
- Grant Rampy, chief communications officer, Region 10 Education Service Center
- Pam Czerlinsky, communications manager, Cooper Aerobics
- Molly Hubbert Doyle, community development specialist, Federal Reserve Bank of Dallas
- Bianca Jannette Gamez, public relations specialist, RoK'N Society
- Kristin Blewett
- Darrell Devaul, founder, GP Media Inc
- Kimberly A. Harms
- Kelly Butler
- A K Collingwood
- Katie Regan, senior public relations manager, MD Buyline/MediTract
- Ashley Wojnar, marketing supervisor, Pollo Tropical
- Merrie Spaeth, Spaeth Communications, Inc.
DFW Communicators Job Bank
Looking for a job? Need to fill a position?
Check out the DFW Communicators Job Bank, a collaborative project providing a single source of news, jobs, events and freelance listings for all sponsoring organizations.
About PRSA Dallas
The Dallas Chapter of PRSA serves nearly 350 practitioners of public relations in North Texas. The chapter was founded in 1950, just three years after the founding of the national society. The chapter provides members with a variety of professional networking opportunities and services, such as the Communicators Job Bank, a monthly newsletter, professional development programs, monthly luncheons, mentoring programs and college outreach programs.
- Connect with us: www.prsadallas.org
- Facebook: PRSA Dallas
- LinkedIn: PRSA Dallas Chapter
- Twitter: @prsadallas
