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PRSA
Central California Chapter
The Central California Chapter of the
Public Relations Society of America (PRSA) serves the
Central California counties of Fresno, Kern, Kings, Madera,
Mariposa, Merced and Tulare, as well as individual
practitioners in the counties of Stanislaus, San Luis
Obispo, and Santa Cruz. The chapter is governed by a
volunteer, elected, board of directors representing our many
communities and types of members. Central California Chapter
is part of the
PRSA North Pacific District.
 President's
Message - Betsy Hays, APR
There’s Definitely a Business
Case to Be Made for Public Relations…
I recently had the
opportunity to ring the opening bell for the NASDAQ – a
once-in-a-lifetime experience that I clearly had never
placed on my bucket list. Even more curious, it was done for
an organization that is not a listed or public company. I
was there representing a professional association of public
relations professionals, which represents a
multibillion-dollar global industry.
So how did this happen? It
was the result of an advocacy program for public relations
launched by the Public Relations Society of America (PRSA)
to outline the value and impact that public relations has on
an organization’s success – The Business Case for Public
RelationsTM.
Many don’t understand the
essence of our business. Stylized notions of celebrity
publicists and Beltway spokespeople pervade the news and
popular culture, and the term “PR” itself has become common
shorthand for the impression – good or bad – that
organizations create.
That’s why PRSA developed
The Business Case for Public RelationsTM. The
program showcases the role of public relations and the
professional value it delivers to essential business
outcomes:
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Distinct skills provide
services like crisis mitigation, reputation and brand
building, wealth creation and consumer engagement.
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More than other
communications and marketing disciplines, public
relations engages all stakeholders of an organization,
identifying and delivering impacts that are
strategically aligned with concerns of the boardroom,
employees, customers and investors.
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Public relations skills
are critical to restoring waning public confidence in
government and financial institutions as well as being
essential to define, develop and maintain the
transparency that consumers expect from the companies
with whom they choose to do business.
Today more than ever before,
companies and organizations need the value that public
relations can deliver. As consumer engagement grows through
social media, companies will need to outline an increased
ability to manage the relationship and conversation that
impacts their success in the marketplace. But companies need
to engage a public relations professional that understands
how to research, plan, execute and evaluate based upon the
organization’s defined objectives in order to achieve value.
If your public relations
activities are focused on business output and media clips
instead of business outcomes, then you are coming up short
in a return on your investment. On the other hand, your
investment in public relations will garner attention when
you can show how that investment delivers value in financial
performance by generating sales, revenue and profit;
improves your brand equity and reputation; allows for
stronger and more efficient employee recruitment and
retention; and increases the support you seek for policy
decisions or achieving market position.
I hope that you will take
time to find out more about the value of public relations on
an organization’s performance by visiting
www.businesscase@prsa.org.
Moreover, I hope that you find and define the value that
public relations is currently delivering or can definitely
deliver in your organization.
Betsy A. Hays, APR
~ Become an APR. Contact
Liz
or
Brenda today!
~ Become a member today! Contact
Jill.
~ 2010 President
Betsy Hays, APR.
~
Meet Central California's first Fellow,
Judy Ganulin!
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