cprs presentation to nait pr students

Canadian Public Relations Society Edmonton Chapter

Presentation to NAIT MARK278 - Public Relations

January 21, 2010

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Background

EducationEmploymentInvolvement with

Canadian Public Relations Society (CPRS)

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What is public relations?CPRS definition:

Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals, and serve the public interest.

(Flynn, Gregory & Valin, 2008)• The Paradox of our Profession: Valuable but not Value

d (November 20, 2009)

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Public relations practionerCPRS definition:designs public attitude research assists organizations in interpreting and managing their

socio/political context designs and implements public affairs programs designs, manages and implements communications

programs or parts thereof, which use techniques such as news or trade media contact, newsletters or brochures, audio or audio-visual media, special events, public speaking, or other technical means of reaching and communicating with defined audiences or is a career teacher of public relations/communications at a post-secondary institution.

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Areas of work

Community Relations Fund Development Issues Management Publicity Special Events Employee Relations Consulting Government RelationsMarketing-

Communications

Corporate Communications

Investor Relations Industry Relations Media Relations Public Consultation Public Affairs Research Social Media

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A day in the lifeA “typical” dayNational occupational profile 5124 Provincial occupational profile 5124

– 2007 Alberta Wage and Salary Survey, P/T or F/T earned $15,500 to $116,800/yr (Avg. $58,400)

– 4,600 Albertans employed in this group, expected to grow 1.7 to 2.7 per cent each year from 2006 to 2011 in AB.

– Forecasting 70 to 130 new positions each year + jobs created by turnover.

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Why join a professional organization?NetworkingShare ideas/best practicesFind out about employment opportunitiesProfessional developmentVolunteer opportunities

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About CPRS16 member societies in CanadaNational founded in 1948, incorporated in 1953CPRS Edmonton founded in 1963 (

Don LaBelle, APR, FCPRS on the founding)Member of the Global Alliance,

established in 2000 with 100,000 members on 5 continents

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CPRS membershipCode of Professional Standards,

confidentiality/privacy/conflict of interest declarations & CPRS Policy Statement Communications in Social Media

Professional development sessions (local, provincial, national)

e-newsletter (PR Edmonton)e-JoblineAccreditation (APR)Volunteerism Awards programs (Areté & national)LinkedIn and new CPRSEdmonton.ca site

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Benefits of student membership (Sept.-Aug.), student member extension

Student professional development sessions Networking benefits Areté Student Awards

(deadline end of March)Join online

CPRS student membership

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Research in public relationsResearch; (how research influenced planning)Planning, strategy, analysis; Execution, production, and communication; Evaluation.

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Example of research in action

Microblogging a celebrity chef media blitz

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Learn from mentors “You’re more than a just a communicator. If you’re

really good, you’re also a coach, counselor, comedian, confessor, and confidant. You’re a critical asset delivering guidance and direction. You’re in there as part of the team, giving all you know and value. And being that total, professional counselor brings a satisfying high that’s difficult to duplicate in any other way. So savor it, and grow as a result of it.”

Excerpt from “Ten key lessons I’ve learned during 40 years in PR”Bart J. Mindszenthy, APR, Fellow CPRS

Advice from 50-year member, Don LaBelle, APR, FCPRS

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Other resourcesRagan Communications, Melcrum, PRSA,

Mashable, Twitter PR 2.0: New Media, New Tools, New

Audiences (Deirdre Breakenridge) Putting the Public Back in Public Relations:

How Social Media Is Reinventing the Aging Business of PR (Deirdre Breakenridge and Brian Solis)

TweetupsNAIT’s twitter account

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Joining CPRS EdmontonAric Johnson, Membership Chair

780.410.4128aric.johnson@collegeofparamedics.org

www.cprsedmonton.cawww.cprs.caStudent membership formwww.slideshare.net/dibegin dbegin@nait.ca Twitter: @dibegin