WINTER 2017 Vol . 50 , Issue 2 www . prssa . prsa . org / forum
“ Art of PR ” Heads to Texas
By Kathleen Stone Texas State University
This October , join us for “ The Art of PR ,” the PRSSA 2018 National Conference in Austin , Texas . Learn how to master “ The Art of PR ” over a weekend full of networking opportunities and developmental sessions .
Save the date , the weekend of October 5 – 9 will be a weekend to remember for public relations students far and wide . Over 1,000 aspiring public relations practitioners will gather together in one of the country ’ s most cuttingedge cities .
This year , the Texas State University and The University of Texas at Austin PRSSA Chapters have combined talents to put together a
Marketing to Millenials — CSR Focused
By Kensington Wieland Lee University Since entering the workforce just a few years ago , millennials have changed the way companies hire , fire and fair in the global economy . With their penchant for adventure , autonomy and an active lifestyle , millennials have forced companies to make a shift in the way they operate in all areas of business . Now more than ever , companies are marketing to target audiences who want to both want to see the world and care about doing their part to maintain it , making Corporate Social Responsibility ( CSR ) a key strategy for brand awareness and acceptance .
According to the Millennial Impact Report , millennials became even more engaged in philanthropic efforts in 2017 than in 2016 with no end to that rise in sight . Turns out , they aren ’ t conference that explores public relations in the modern age . Austin is known for its eccentricity , creativity , diversity and leading-edge innovation . “ The Art of PR ” seeks to emulate these values throughout the course of the Conference .
The city of Austin seamlessly laces together southern charm and forward-thinking values that attract large corporations and upand-coming businesses alike . Not only is Austin the capital of Texas but it is has also become a capital for technology , entertainment , fashion and hospitality industries . Austin ’ s massive industrial growth is opportunistic for aspiring public relations professionals . After all , what is industry
just passionate about these causes in their free time but it oozes into the way they spend their time and money .
According to Adweek , millennials account for $ 2.45 trillion in consumer spending power . This commanding combination of facts demands that businesses take responsibility for their products and how they ’ re impacting the rest of the world . Take a note from United Statesbased shoe giant , TOMS , who became a household name in 2006 for implementing anunprecedented business model : “ buy a pair , give a pair to a child in need .” In 2009 , TOMS Shoes won the Customer Excellence Award , awarded by Secretary of State Hillary Clinton , honoring companies who have made a significant contribution to their CSR practices . In 2012 , it is estimated that TOMS shoes sold it ’ s two millionth pair of shoes , doubling its profit from the last two years and in turn without public relations ?
Austin is home to some of the leading global public relations agencies , including Weber Shadwick , Edelman , FleishmanHillard and Burson- Marsteller . In addition to housing some of the world ’ s most renowned global public relations agencies , Austin also provides an atmosphere for boutique public relations firms to grow and flourish . Boutique public relations firms like Ink PR , Bread and Butter Public Relations , Cultivate PR , The PR Boutique and Pierpont Communications have all made their mark on the city of Austin as well as the public relations industry itself .
See Conference , Page 3
doubling the amount of shoes given to children in need .
The TOM ’ S phenomenon was quickly followed by other companies such as FashionABLE , a lifestyle brand that employs women overcoming generational poverty , and the Starfish Project , a jewelry company whose profits go towards caring for women escaping human trafficking . Businesses and brands that place a value on CSR are not only providing a service for the community but meeting the personal needs of consumers as well . Millennials aren ’ t shy about their desire for companies to do more good , as a 2015 Nielsen Global Corporate Sustainability Report found that 73 percent of global Millennials are willing to pay extra for sustainable offerings .
See Millennials , Page 11
Member Stories From # PRSSAontheGo : Broadening Your Network
By Andrew Cook PRSSA National President Over the past few years I ’ ve had the opportunity to visit many of our PRSSA Chapters across the Society . It has been an exciting adventure and I now have a suitcase full of wonderful memories and friendships from my travels . My time in PRSSA has been a unique opportunity to serve the Society and its members and the best moments have come from being with them face-toface .
As National President , I was inspired by Jane Dvorak ’ s # ChairOntheGo campaign so I began my own # PRSSAontheGo campaign with the hopes that my travel would inspire a more connected Society . I am so grateful for all of the friendships I have built through this fantastic organization over the past few years .
Now I would like to share a few of the stories of some of the amazing members I have met in my travels . I hope that their stories will inspire you to appreciate those within your own Chapter as well as those close by or even those who live abroad .
The Finance Major In January , I had the opportunity to attend an Executive Board meeting with Otterbein PRSSA . The meeting was fantastic and it was a great experience to watch Brian Hammel , one of our Regional Ambassadors , conduct a fantastic meeting outlining the upcoming semester ’ s programming . Toward the end of the meeting , the topic turned toward blogging and one of the executive board members raised her voice .
This young woman was a finance major but was attracted to PRSSA because of the pre-professional preparation and the communications skills she could gain from participating . It was fascinating to hear how her PRSSA experience set her apart when she was applying for a position with a finance firm . In addition to being impressed by her finance knowledge , the firm was excited to know that she had the training and background to do public relations as well .
This experience helped me see how PRSSA can add that extra skill set for many of our non-public-relations majors while also creating some wonderful memories and great friendships .
See Network , Page 10
Open
FORUM4 6 7
Why PRSSA ? Ever try to put why you love
PRSSA in words ? We have you covered ! Checkout the nine
reasons we heart the Society and why you should too !
MEET THE NEW NATIONAL COMMITTEE
The 2018-2019 National Committee will take office June 1 . Do you know who
to contact or what their goals are ? Learn here !
PAYING IT FORWARD
Learn professional and personal lifehacks from a recent grad and PRSA member .
WINTER 2017
Vol. 50, Issue 2
www.prssa.prsa.org/forum
“Art of PR” Heads to Texas
By Kathleen Stone This
October,
Texas State
join us for
University
“The Art of
PR,” the PRSSA 2018 National
Conference in Austin, Texas.
Learn how to master “The Art
of PR” over a weekend full of
networking opportunities and
developmental sessions.
Save the date, the weekend
of October 5–9 will be a
weekend to remember for
public relations students far
and wide. Over 1,000 aspiring
public relations practitioners
will gather together in one of
the country’s most cutting-
edge cities.
This year, the Texas State
University and The University
of Texas at Austin PRSSA
Chapters have combined
talents to put together a
conference that explores
public relations in the
modern age. Austin is known
for its eccentricity, creativity,
diversity and leading-edge
innovation. “The Art of PR”
seeks to emulate these
values throughout the course
of the Conference.
The city of Austin seamlessly
laces together southern
charm and forward-thinking
values that attract large
corporations and up-
and-coming businesses
alike. Not only is Austin
the capital of Texas but
it is has also become a
capital for technology,
entertainment, fashion and
hospitality industries. Austin’s
massive industrial growth
is opportunistic for aspiring
public relations professionals.
After all, what is industry
without public relations?
Austin is home to some of
the leading global public
relations agencies, including
Weber Shadwick, Edelman,
FleishmanHillard and Burson-
Marsteller. In addition to
housing some of the world’s
most renowned global public
relations agencies, Austin
also provides an atmosphere
for boutique public relations
firms to grow and flourish.
Boutique public relations firms
like Ink PR, Bread and Butter
Public Relations, Cultivate PR,
The PR Boutique and Pierpont
Communications have all
made their mark on the city
of Austin as well as the public
relations industry itself.
See Conference, Page 3
Marketing to Millenials — CSR Focused
By Kensington Wieland
Lee University
Since entering the workforce
just a few years ago,
millennials have changed
the way companies hire,
fire and fair in the global
economy. With their
penchant for adventure,
autonomy and an active
lifestyle, millennials have
forced companies to make a
shift in the way they operate
in all areas of business. Now
more than ever, companies
are marketing to target
audiences who want to
both want to see the world
and care about doing
their part to maintain it,
making Corporate Social
Responsibility (CSR) a key
strategy for brand awareness
and acceptance.
According to the Millennial
Impact Report, millennials
became even more
engaged in philanthropic
efforts in 2017 than in 2016
with no end to that rise in
sight. Turns out, they aren’t
Open
FORUM
just passionate about these
causes in their free time but
it oozes into the way they
spend their time and money.
doubling the amount of shoes
given to children in need.
The TOM’S phenomenon
was quickly followed by
other companies such as
FashionABLE, a lifestyle
brand that employs women
overcoming generational
poverty, and the Starfish
Project, a jewelry company
whose profits go towards
caring for women escaping
human trafficking. Businesses
and brands that place a
value on CSR are not only
providing a service for the
community but meeting the
personal needs of consumers
as well. Millennials aren’t
shy about their desire for
companies to do more good,
as a 2015 Nielsen Global
Corporate Sustainability
Report found that 73
percent of global Millennials
are willing to pay extra for
sustainable offerings.
According to Adweek,
millennials account for $2.45
trillion in consumer spending
power. This commanding
combination of facts
demands that businesses take
responsibility for their products
and how they’re impacting
the rest of the world. Take
a note from United States-
based shoe giant, TOMS, who
became a household name
in 2006 for implementing
anunprecedented business
model: “buy a pair, give a
pair to a child in need.” In
2009, TOMS Shoes won the
Customer Excellence Award,
awarded by Secretary of
State Hillary Clinton, honoring
companies who have made
a significant contribution to
their CSR practices. In 2012, it
is estimated that TOMS shoes
sold it’s two millionth pair of
shoes, doubling its profit from
See Millennials, Page 11
the last two years and in turn
4
Why PRSSA?
Ever try to put why you love
PRSSA in words? We have you
covered! Checkout the nine
reasons we heart the Society
and why you should too!
6
Member Stories From #PRSSAontheGo:
Broadening Your Network
By Andrew Cook
PRSSA National President
Over the past few years I’ve
had the opportunity to visit
many of our PRSSA Chapters
across the Society. It has
been an exciting adventure
and I now have a suitcase
full of wonderful memories and friendships
from my travels. My time in PRSSA has been
a unique opportunity to serve the Society
and its members and the best moments
have come from being with them face-to-
face.
As National President, I was inspired by Jane
Dvorak’s #ChairOntheGo campaign so I
began my own #PRSSAontheGo campaign
with the hopes that my travel would inspire
a more connected Society. I am so grateful
for all of the friendships I have built through
this fantastic organization over the past few
years.
Now I would like to share a few of the
stories of some of the amazing members
I have met in my travels. I hope that their
stories will inspire you to appreciate those
within your own Chapter as well as those
close by or even those who live abroad.
The Finance Major
In January, I had the opportunity to attend
an Executive Board meeting with Otterbein
PRSSA. The meeting was fantastic and it
was a great experience to watch Brian
Hammel, one of our Regional Ambassadors,
conduct a fantastic meeting outlining
the upcoming semester’s progr �֖�r�F�v&BF�RV�B�bF�R�VWF��r�F�RF��0�GW&�VBF�v&B&��vv��r�B��R�bF�P�W�V7WF�fR&�&B�V�&W'2&�6VB�W"f��6R�F��2��V�rv���v2f���6R��� �'WBv2GG&7FVBF�%54&V6W6R�`�F�R&R�&�fW76����&W&F����BF�P�6���V�6F���26����26�R6�V�Bv��g&�Ч'F�6�F��r��Bv2f66��F��rF��V ���r�W"%54W�W&�V�6R6WB�W"'@�v�V�6�Rv2ǖ��rf�"�6�F���v�F��f���6Rf�&����FF�F���F�&V��r��&W76V@�'��W"f���6R���v�VFvR�F�Rf�&�v0�W�6�FVBF����rF�B6�R�BF�RG&���p��B&6�w&�V�BF�F�V&Ɩ2&V�F���20�vV���F��2W�W&�V�6R�V�VB�R6VR��r%54�6�FBF�BW�G&6����6WBf�"���`��W"����V&Ɩ2�&V�F���2���'2v���R�6�7&VF��r6��Rv��FW&gV��V��&�W2�@�w&VBg&�V�G6��2�6VR�WGv�&��vR ��TUBD�R�Ur�D����4��ԕEDTP�F�R#��#��F�����6��֗GFVRv���F�R�ff�6P��V�R�F���R���rv��F�6��F7B�"v�BF�V� �v��2&S��V&��W&R�p����r�Bd�%t$@��V&�&�fW76������BW'6����ƖfV�6�2g&���&V6V�Bw&B�@�%4�V�&W"