Salute A Year in Review 2011-2012

2011-2012|Volume 17, Issue 2

2011-2012 Executive Board

President Greg Melvin

Vice President of Professional Development Meaghan Priebe

Salute Co-editor Shelby Caverly

Vice President of Member Services Alex Bienkowski

Professional Adviser Mary Henige, APR

Faculty Adviser Dr. Shelly Najor

The official newsletter of the James S. Measell Chapter of PRSSA at Wayne State University

Vice President of Chapter Development Amy Lafnear

Public Relations Director/ Salute Editor-In-Chief Gabrielle Fawaz

Social Media Director Alex Washington

SALUTE A Year in Review

To kick-off PRSA/PRSSA Relationship Month, members joined PRSA Detroit for a day of community outreach and engagement on Oct. 1. Students were matched with a team of public relations professionals and challenged to commit random acts of kindness throughout Detroit. The event gave students the opportunity to interact with area professionals while working together to make a meaningful impact in the Detroit community. “We passed out flowers to patients and workers at Henry Ford Hospital in Detroit,” said Amy Lafnear, vice president of Chapter development, who was paired with 2012 PRSA Detroit President Jennifer Flowers and co-workers at Henry Ford Health System. “It was a great way to network and connect with professionals within a casual environment.” Groups fanned out across the city, performing a variety of good deeds: they brought donated toys to the Ronald McDonald House and to patients at Detroit Children’s Hospital, brought sandwiches to Detroit Police and Fire Departments, donated pet food to The Humane Society and paid fares to citizens waiting at bus stops in Midtown. “Community service is important for people in general because it’s good karma,” said Lafnear. “PR professionals have a certain obligation

to make sure that they have a positive presence in the community — to place 'deposits into their bank of goodwill,' as Shelly would say.” As we transition from student to professional, we will no doubt stress to our clients and our organizations the importance of social responsibility and advise them to demonstrate they are good corporate citizens of the Detroit community. Having committed acts of kindness, members of the Wayne State Chapter of PRSSA and Detroit Chapter of PRSA have shown they follow their own advice. Kind actions always speak louder than kind words.

Wayne State PRSSA and PRSA Detroit commit random acts of kindness

by Greg Melvin

Member Cindy Roman (right) buys toys with Melanie Davis, APR, and Davis’ daughter, Miranda. The toys were donated to patients at Children’s Hospital of Michigan.

2 Salute 2011-2012 A Year in Review|Volume 17, Issue 2

In this edition:

Detroit is more than a home to the Wayne State Chapter of PRSSA — it is an identity. It is ingrained in our DNA. As we develop as soon-to-be public relations professionals, we also strive to develop as engaged citizens and active members of our community.

Over the summer, members volunteered their time in beautification efforts on Detroit’s west side. Organized by Blight Busters, Motor City Connect and WXYZ Channel 7, the event was dubbed #bustup, inspired by Channel 7’s engaged Twitter audience, the #backchannel.

PRSSA Members #bustup Detroit

Damon Flemings with WXYZ Anchor Stephen Clark

“Don’t Dump on Detroit” – Members Greg Melvin and Damon Flemings at #bustup

Chapter President Greg Melvin helps with the cleanup efforts

: PRSSA Members #bustup Detroit

Page 3: Using Social Media to Avert a Crisis with Mary Henige Keep Calm and Carry On: Effective Crisis Communication with Dr. Donyale Padgett

Page 4: PRSSA National Conference

Page 5: The Endless Possibilities at PRSSA National Conference

Page 6: PRSA Mentor Protégé Program Discussion Jared Bryan Building a Remarkable Resumé with Susan Barr from WSU Career Services

Page 7: Halloween Hijinks with the James S. Measell Chapter PRSA Detroit Annual Meeting

Page 8: PRSA Detroit Annual Meeting continued Communication within the ‘City of Champions’

Page 9: Gone, But Not Forgotten: A Tribute to Ofield Dukes

Page 10: Partners in PR: Agency Tour with GVSU PRSSA

Page 11: Social Media 101 with Hubert Sawyers III Partners in PR: Eisbrenner Agency Tour with EMU PRSSA

The Power of PR in a Resurgent Auto Industry Page 12: Ofield Dukes Diversity Summit

Page 13: Success Tips from the Pros with Nicole Blaszczyk, marketing coordinator, Detroit Tigers WAV, MP3, P2P,…What about PR? Public Relations in the Music Industry

Page 14: ChiPRtainment: It’s Not Just an LA Thing

Page 15: PRSSA National Assembly The Business Case for PR in Detroit with Tom O’Connell, account executive, Business Wire


Dealing with a crisis in a company can either make or break your image based on how well you handle the issue. On Oct. 5, Dr. Donyale Padgett, assistant professor at Wayne State University, held a crisis communication boot camp for PRSSA members. Padgett divided the room into groups where members were given a hypothetical situation to deal with as public relations professionals. They were then assigned to read an article and put together an initial statement, decide who will be part of the team, and who will be going to the “situation room.” Padgett stressed the importance of making sure the situation is addressed properly. “Call it an incident before you really know that it is a crisis situation,” said Padgett. One important point that was discussed is that one has to be proactive and consistent. You cannot be in denial. Everything must be addressed. It is absolutely essential that one create a response before going in front of the media, because if you do not, the media will create

it for you. Part of dealing with a crisis is to deal with the media; this is essentially the most important part of dealing with a crisis. The first question answered is “what happened?” Padgett provided four helpful steps to managing a crisis situation properly. 1. Manage uncertainty, 2. Respond to the crisis, 3. Resolve the crisis, and 4. Learn from the crisis. Alongside these steps, she had discussed the five stages of a crisis by Fearn-Banks to give us a better understanding of crisis communication theory. A big part of dealing with a crisis is to meet the media’s deadline, give them the information they need, and if you cannot answer their questions, to say you will get back to them as soon as possible. “Never, ever say “no comment” said Padgett. The media will say whatever they want to say. They will frame things the way they want to. With the constant additions to technology, news is spread and shaped by everyone and anyone.

“You and I and everyone else have now become a journalist. Why? Because we have phones and cameras and video recording capability. When we see things happening and unfolding, we hit record or take a shot,” said Padgett. Padgett provided the PRSSA members with a vast amount of information and interactive experiences they can expect to use in the future.

Keep Calm and Carry On: Effective Crisis Communication with Dr. Donyale Padgett by Gabrielle Fawaz October 2011

September 2011

In the last few years, social media has revolutionized the way people use the Internet, making it easier for people to communicate and receive news. Though news now spreads faster and to a wider audience, it leaves more room for messages to get misinterpreted. How should public relations professionals handle such situations? On Sept. 26, Wayne State PRSSA welcomed Mary Henige, APR, director of social media and digital communications at General Motors, who presented on crisis management in the digital age. Henige, the Professional Adviser for the Wayne State Chapter, gave advice on using social media to avert and manage a crisis, while offering tips on how budding public relations professionals can utilize social media networks for

career development. One of the points Henige emphasized was to “correct inaccurate information before it spreads.” She suggests taking action immediately

when a crisis arises and to interact with your audience before the crisis turns into a real problem. Honesty and transparency is key; trying to hide things from your audience will make them lose trust in you and your brand once they discover the truth, or if they feel they have been ignored. Henige said it is OK to acknowledge and respond to detractors, so long as it is done in a professional and pleasant manner. Henige also stressed the importance of closely monitoring your client on the web and, more importantly, what audiences are saying about your client. This allows public relations professionals to identify potential problems and crises before they arise. “Just because you’re not listening, doesn’t mean people aren’t talking,” said Henige.

Using Social Media to Avert a Crisis with Mary Henige by Alex Washington

PRSSA Professional Adviser, Henige speaking to members on benefits of social

Congratulations to Mary Henige for being awarded the PRNews PR People Award in November 2011


Donec interdum

Pellentesque:

PRSSA members Gabrielle Fawaz, Amy Lafnear, Stephanie Oben and Greg Melvin attended the PRSSA 2011 National Conference Oct. 14 – 18. Thanks to generous contributions from PRSA Detroit, the Wayne State University Department of Communication and Dean of Students Office, the Chapter was able to send four representatives to Orlando, Fla., to attend professional development seminars in the heart of creativity — Walt Disney World. By attending these seminars, members were inspired to step outside of the box and ask themselves why they chose public relations as a career. Sessions were open and members could choose which to attend based on their own personal interests. The Wayne State members decided to attend as many different seminars as possible, in order to bring back a wider range of ideas to the drawing board for Chapter meetings and discussions. “National Conference was incredibly valuable on a personal level, sure,” said Chapter President Greg Melvin. “But from a leadership standpoint, the best takeaways for me were all the great ideas that we could use to improve programming for our members at the Wayne State Chapter.” Members had the opportunity to hear keynote speakers — such as Fox News Senior Correspondent Rick Leventhal and Vice President of Global Public Relations for Disney Destinations Craig Dezern — speak about their current projects and share useful information with students hoping to have successful public relations careers. Attendees learned that it is important to challenge the status quo and take

risks, a challenge aspiring professionals must take in order to stand out in the field of communications. National Conference also allowed the members to take steps toward their own professional development. By the end of the five-day event, attendees had gained a better understanding and focus on what areas of public relations they might pursue in the future. And, with over 2,000 attendees, Conference was a chance for members to expand their professional network, as well. The PRSSA National Committee welcomed Conference attendees to an

PRSSA National Conference, Orlando, Fla. Oct. 14-18 by Stephanie Oben

PRSSA sends a very special thank you to PRSA Detroit, the Wayne State University Department of Communication and Dean of Students Office for contributing funding for members to attend National Conference.

opening night celebration with live music, dancing, food and beverages — and men walking on stilts. “I was talking to other PRSSA members and next thing I know I’m surrounded by eight-foot-tall dancers in bright colors….the Carnaval Brazilian Masquerade was definitely my favorite part of Conference,” said Fawaz. During the Chapter Development Sessions, PRSSA Chapters from around the country shared their best practices for campaigns, fundraisers and events, arming members with knowledge and ideas could be used at their own PRSSA Chapters. On the final night of Conference, Vice President of Chapter Development Amy Lafnear provided her fellow Wayne State members with keys to success, to serve as reminders to open up to new opportunities and to take the knowledge gained at Conference and apply it to their careers in public relations.

Keys to success

Oben, Lafnear, and Fawaz at the Carnaval Brazillian Masquerade Ball

Lafnear, Melvin, and Fawaz at the “Dreams Do Come True” Awards Ceremony

October 2011


When given the opportunity to be a part of the Wayne State delegation to the PRSSA 2011 National Conference, I knew it was one I couldn’t pass up. During my time in the field of public relations, both inside and outside of the classroom, I have learned that success in this field comes from the effort you put into it. I have also realized that no matter what industry or specialty of public relations — whether it be crisis communications, sports, agency or corporate — there is always something you can learn from the professionals that work in the field every day. PRSSA members at Conference were encouraged to attend as many development sessions as possible. At the start of our second day at National

The Endless Possibilities at PRSSA National Conference by Amy Lafnear

Conference, I couldn’t decide which session would benefit me the most. Per a suggestion from Liz, a member from the George Mason University Chapter, I decided to attend “Crisis Communications: Confronting Reality with Strategy” with Richard S. Levick, Esq., president and CEO of Levick Strategic Communications. Although the area of crisis communications was not one I had a strong interest in, I was open to receive any beneficial information Levick had to offer. Levick’s insight was incredible. He said that during a crisis, the role of the communication professional is not to be the hero in a negative situation, but rather to maintain transparency, action and leadership. Additionally, setting

goals and having the ability to adapt them when situations change is crucial. Lastly, he offered a bit of inspiration by saying that our generation is a remarkably powerful one, and the crisis communications of the future has endless possibilities. With so many great sessions to choose from at the PRSSA 2011 National Conference, those possibilities seemed endless, too. I’m glad I took Liz’s advice. The lessons learned from Richard S. Levick’s development session were just some of the many benefits from attending the PRSSA 2011 National Conference. Attendees were given a chance to listen to professionals, take part in networking opportunities, and build better relationships within their own chapter.

Keynote speaker, Craig Dezern, vice president of global public relations at the Walt Disney Company

Melvin, Lafnear, Oben, and Fawaz outside one of the professional development sessions

“Dreams Do Come True” Award Ceremony

www.wayneprssa.org

@wsuprssa

facebook.com/WSUPRSSA

Stay Connected:

October 2011


Each month the James S. Measell Chapter of the Public Relations Student Society of America (PRSSA) at Wayne State University holds meetings for its members. The meetings are focused on a variety of areas related to public relations, including the opportunity to gain knowledge from area professionals. During the October meeting, PRSSA was visited by Jared Bryan, account coordinator at Eisbrenner Public Relations Agency. During Bryan’s visit, members had a chance to learn about The Mentor Protégé Program that he and fellow PRSA Detroit members run on a volunteer basis. The purpose of the program is to connect students studying public relations and communications with professionals who have been working in the field for five or more years.

The program begins with potential mentees filling out an application that covers their interests, expectations and communication styles. After processing the application, the program connects mentors who are most compatible with the mentees’ personality and preferences. Pairs are connected for the duration of one school year and during that time mentees can expect to be given help with: resume and portfolio building, networking opportunities, work experience, and overall career path focus. In addition to Bryan’s discussion of The Mentor Protégé Program he also offered feedback to members in areas from his time spent at Wayne State University Through interaction with a current professional, the members of PRSSA were informed about the opportunities that they are able to take advantage of to further

PRSA Mentor Protégé Program Discussion with Jared Bryan by Amy Lafnear

Susan Barr from the Career Services office on the WSU campus held a resume workshop this past October for PRSSA members to share simple ways to get this difficult document to influence future employers who read it. Barr, a full time counselor, began the workshop with some resume-writing guidelines; always tell the truth, your job is to “sell yourself in the resume,” put the information in order of interest to your reader, and really read the job description that is being applied for to, “tailor your resume for them.” Throughout the workshop, Barr said to focus on jobs that are truly interesting to you. Your resume “does not depict who you are…it gives the employer enough information to decide if you have the skills for the specific job,” said Barr.” Barr suggested collecting a list of job titles that sound interesting to you. Then

look at specific organizations and what, within the organization, catches your attention. Once you have an idea, narrow the functions that you want to do within the industry. Another aspect that Barr emphasized was to “get everything across in your resume to cater to the specified employer,” as well as, “Always have someone to help tailor your resume – that is what career services is here for!” said Barr. Leading this insightful workshop, Barr showed PRSSA members just how simple

it can be to prove to those desired organizations what you are able to provide. She was able to relay helpful hints to diminish those frustrating feelings (which we all get), when creating your resume. To close out the workshop, Barr left members with this; “It is just a matter of tailoring it (your resume) to what you want to work in.” Counselors are constantly available for advice, guidance, and for specific help with resume writing. The career services office is located in the Faculty and Administrative Building in 1001. Hours are Monday through Friday, 8:30 a.m. to 5 p.m.

Building a Remarkable Resumé with Susan Barr from WSU Career Services by Meaghan Priebe

themselves in their education both in and out of the classroom.

October 2011


To welcome new members, the Wayne State University PRSSA Chapter hosted its 3rd annual Halloween Party on October 29, 2011 at the historic Cass Café restaurant located in Midtown Detroit. Members of the events committee organized the social and reserved the entire second floor of Cass Café exclusively for the chapter. They decorated the floor with glow-in-the-dark spider webs, tombstones, hanging skeletons, confetti, and even a maniacal, life-size clown that greeted guests. “Lily Medina and the events committee went all-out this year,” said Chapter President Greg Melvin. “It was great to have a chance to spend time with each other in a relaxed environment outside of the halls of Manoogian.” Entertainment included tarot card readings by a local medium, a raffle, and a host of creative Halloween costumes worn by attendees. New chapter member Rob Meacham attended the event in an ‘80s rocker ensemble. “I’m so glad I came,” said Meacham.

Halloween Hijinks with the James S. Measell Chapter by Lily Medina

“I was reluctant to come at first, but once I got here, I’m glad I did. I’ve met other members who are interning at establishments I have my eye on. They gave me advice on how to break in.” In addition to having fortunes told, attendees enjoyed a high-spirited atmosphere that included food, refreshments and themed music. Rookies seized the opportunity to socialize with seasoned members about chapter benefits, workshops, networking opportunities and internship openings. Every semester, Wayne State PRSSA

plans numerous professional development events for members who wish to integrate into the field of public relations and cultivate valuable relationships with experienced professionals and fellow students. But, as this year’s Halloween party demonstrated, PRSSA is also a place to form lasting friendships, share laughs and live out dreams of ‘80s rock star glory.

PRSA Detroit Annual Meeting by Greg Melvin

WSU PRSSA Professional Adviser, Mary Henige and Faculty Adviser, Dr. Shelly Najor

Newly elected PRSA Detroit President, Jennifer Flowers with WSU PRSSA member and scholarship recipient, Tyler Gawenda

Each year the Detroit Chapter of the Public Relations Society of America (PRSA) assembles for its annual meeting, during which the organization elects new leaders, discusses plans for the upcoming year and recognizes

individuals for their achievements and contributions to the field of public relations. This year’s meeting, held on Thursday, November 3 at the Grosse Pointe War Memorial, was particularly significant for the James S. Measell

Chapter of PRSSA. Members Lily Medina and Tyler Gawenda were awarded the Donald P. Durocher Memorial Scholarship, a $2,000 endowment paid for by the PRSA

Members Kellie Clifton and Jessie LeTarte

Members Rob Meacham and Lily Medina

October 2011

November 2011

PRSA Members at the Detroit Annual Meeting


Detroit Education Fund. The scholarship, named in honor of the late Donald P. Durocher, APR, Fellow PRSA, was established in 1992 and supports students in their pursuit of public relations education and professional development. “I felt extremely honored to be recognized in front of an organization full of established professionals,” said Gawenda. “Before winning this scholarship, I knew this was the career I wanted to pursue, I just didn't know if I would live up to the expectations of the industry. Being recognized with this scholarship gave me the reassurance I needed to continue to work hard for my future.” One of the highlights of the evening was the induction of Dr. James Measell to the PRSA Detroit Hall of Fame, the highest honor the chapter can bestow. Dr. Measell’s induction was in recognition for his dedication to student development and public relations

advocacy outside the classroom. Measell started the Wayne State Chapter of PRSSA in 1983, serving as faculty adviser to the student organization until his retirement eleven years later. In 2005, the Wayne State Chapter was named the James S. Measell Chapter of the Public Relations Student Society of America as a tribute to him. Measell was an associate professor in the Department of Communications at Wayne State University from 1970 to 1997. He developed the university’s first public relations class in 1979 and the curriculum for WSU’s public relations degree program in 1987. Proof of Dr. Measell’s impact on public relations education can be found by examining the successful careers of his former students. Wayne State PRSSA Faculty Adviser Shelly Najor, Ph.D., and Professional Adviser Mary Henige, APR, were two of those students. “Dr. M was not only my professor and mentor, he is my friend,” said Najor.

“For better or worse, he groomed me into the educator that I am today.” "Some professors influence more than your learning in a class - they touch your entire career. Dr. Measell was one of those gifted professionals,” said Henige. “His greatest gift, however, was in forming Wayne State's PRSSA Chapter. I'm blessed to have been his student, a member of the chapter in the mid '80s, and now the professional adviser.” Measell currently resides in southeast Ohio and is the full-time historian for Fenton Art Glass Co., in Williamston, W. Va. Although he lives out of state, Measell retains a presence in Manoogian Hall, according to Najor. “He still visits the classroom when he’s in town,” she said. “Each year he treks the nine-hour drive to attend our Spring luncheon. He always sits at the student table - he wouldn’t have it any other way.”

On November 17, 2011, WSU PRSSA welcomed Christy Hammond, community relations manager at the Detroit Red Wings, Marketing Coordinator Nicole Blaszczyk from the Detroit Tigers and Tom Gorman, assistant sports information director at WSU to Manoogian Hall to give advice to members interested in breaking into the competitive sports PR industry. “Every organization has a different culture,” said Blaszczyk. Limiting yourself to one specific area isn’t going to help in this industry, panelists agreed. “Don’t have too narrow of a focus, even if it doesn’t seem like a natural fit to your career path,” said Gorman. Panelists encouraged members to take advantage of many different internship opportunities to gain the advantage in the sports industry. “If you can do something that separates you and makes you stand out- do it. Because you never know how that’s going to impact you in the future,” said Hammond. Another competitive edge in breaking into the sports industry is retiring the sport’s biggest fan title. The panel warned that unless you are willing to

trade your number-one-fan status for a successful career, you might not be fully trained for the professional sports industry. “You will never wear your favorite jersey and you won’t get to tailgate. You eat, sleep, live, breathe the sport and don’t get the opportunity to celebrate it. If you’re a true fan, you probably don’t want to get a job in that industry because it will probably ruin that for you,” said Blaszczyk. “I look for people’s true intentions in interviews,” said Hammond. “Don’t come off as a super fan.”

All panelists began their seasons with a crisis. Gorman was faced with the death of a student athlete. Hammond managed the death of a former player, coach and future prospect in a Russian plane crash. Blaszczyk was involved in a player’s DUI charge. “At the end of the day, it has to be about the athletes,” said Gorman. You need to know your function within a crisis and as an effective member of the communication’s team. “Whatever your position is, you’re part of a bigger piece,” said Blaszczyk.

Communication within the ‘City of Champions’ by Stephanie Oben

Gorman, Hammond, and Blaszczyk speaking at the sports panel discussion

November 2011


Gone, but not Forgotten: A Tribute to Ofield Dukes by Jenna Huskinson

In reading the obituaries honoring Ofield Dukes, APR, Fellow PRSA, I was reminded of his vast accomplishments and the powerful impacts he made in the public relations industry, Detroit and Washington D.C. I was again touched by his story and in awe of his legacy, but more importantly, I was deeply saddened by the loss of such a wonderful friend and mentor. Ofield Dukes and I met at the PRSSA 2008 National Conference in Detroit. He served as a keynote speaker and briefly touched on his experiences at the Michigan Chronicle and of his public relations firm, Ofield Duke & Associates. However, the main focus of his speech was to encourage us to “limit our spending.” He urged us to speak with our parents about their financial concerns and help them by spending responsibly. It was a keynote address we were not expecting. Yet, in the midst of a plummeting economy, it was honest advice we needed to hear. Though I didn’t know it at the time, his sincere, honest and straight-to-the-point advice would become the characteristic I appreciated the most in him. I met him later that evening at the PRSSA/PRSA Joint Social. At first I walked right past him – not processing that I had just made eye contact with the legendary Ofield Dukes. Seconds later, I found myself nervously running after him. I introduced myself, told him I just transferred to Wayne State University and asked what it was like when he was a student. He immediately engaged in conversation with me, as though we were the only ones around and had all the time in the world. We chatted about our mutual love for Detroit and my class schedule. All of my anxiety about talking with one of the most successful public relations professionals quickly melted away. From that point forward I never had any reservations about contacting Mr. Dukes or asking him questions. Just a week after Conference, President Obama was elected and Detroit erupted with unity, joy and excitement. Many people spoke of the struggles blacks have had to overcome to reach

this point in history, and I couldn’t help but reflect on the struggles Mr. Dukes endured through his career. I was inspired to write him an email. My letter and his response launched our “pen pal” relationship. Greetings, Ms. Huskinson, Thank you very much for your delightful note and your kind references to my remarks at the PRSSA conference in Detroit and our meeting. I really appreciate your being encouraged to follow up by being in touch with your parents, and also your taking the time and having the interest to reach out to me. Incidentally, I still have your business card on my desk. Although these are tough times for Detroit, the state of Michigan and especially the automobile industry, I am confident that the city, state and GM, Ford and Chrysler will make it through this difficult period and hopefully soon enjoy much better economic times. I am hoping you are enjoying your studies and the public relations curriculum at my dear alma mater, Wayne State University. Have you decided on what you want to do after graduation? For my PR students at Howard University, I have them develop a five-year career plan to help them have a sense of direction, what they ideally want to do in life and how they plan to get there. If there is anything I can do from this end to be supportive of your career interests and goals, please let me know. In Washington, we are preparing for an overwhelming crowd of four million to attend the inauguration of President-

elect Obama. I have served on the inaugural committees of President Lyndon Johnson, Jimmy Carter and Bill Clinton, but I have never witnessed the outpouring of enthusiasm of people throughout the world and country to come to the nation's capital to be a part of the Obama history. It's really amazing. Ms. Huskinson, again, thanks for your thoughtful note. Here's wishing you well in your academic studies and I look forward to our keeping in touch. Ofield Dukes For the next year and a half Mr. Dukes and I exchanged emails and notes. He always inquired first, about my classes and my career planning, then offered some advice and suggestions and concluded with a short update about what he was working on, which was always the most interesting part of his letters. Though he was extremely busy, he always took the time to answer me and offer his help and assistance in any way. I began to lose sight of the huge legend he was and began to truly regard him as a friend and mentor. Though our Wayne State PRSSA Chapter and my PRSSA National Committee may not have known it at the time, Mr. Dukes was following along with our activities through my letters. I told him about our conferences, scholarships and specifically, the Lutheran Social Services Foster Care campaign we were working on. He would send his best wishes and I would proudly report on our Chapter's performance. I will always value the time he took to not only respond to my emails, but provide insight, support and advice in each letter. Our profession will dearly miss his forward thinking, students will miss his guidance and inspiration, and I will miss his mentorship.

Jenna Huskinson graduated from Wayne State University in 2010 with a B.A. in Public Relations. She served as Vice President of Regional Activities on the 2009-2010 PRSSA National Committee and as PRSSA National Liaison to the James S. Measell Chapter during this time. Huskinson is currently the coordinator of continuing legal education for the Oakland County Bar Association.

Tyler Gawenda, Lily Medina, Ofield Dukes, and Greg Melvin

December 2011


Partners in PR: Agency Tour with GVSU PRSSA by Shelby Caverly

As PR students, we attend class, read our textbooks, and listen to lectures in hopes of learning every element in our intended field. The knowledge exuded from our professors act as a beneficial mechanism in our academic careers, but being able to pursue a day in the life of a PR practitioner can be the most influential learning experience of all. On December 4, 2011, PRSSA chapters from Wayne State University, Grand Valley State University and University of Michigan Dearborn congregated in the GM Renaissance Center in Detroit to kick off the beginning of their agency tour. Having the opportunity to explore the General Motors Communication Department gave PRSSA members a visual insight of what public relations in the corporate field is all about. PRSSA members received a private tour of the department, in addition to hearing from numerous individuals who participate in the everyday motions of producing such marketable products for their customers, such as the Chevy Volt. During the visit, General Motors exemplified the true meaning and importance of crisis management, their interaction with all social media, and even demonstrated the significance of the relationships they build with all of their publics. PRSSA members also visited PR agencies throughout metro-Detroit. The members’ next stop happened to be right

in our neighborhood at Lovio George, where it became apparent that the foundation of public relations and communications came from their love for the city of Detroit. The enthusiastic Lovio-George team intrigued those of us on the tour, especially when we were introduced to the numerous actions produced by the agency that performed as a means of improvement for this thriving city. Everything from participation in the Super Bowl, to the production of the annual Detroit Thanksgiving Day Parade and the Detroit Riverfront Conservancy had the Lovio-George name written all over it. As the agency tour came to an end, we traveled to downtown Birmingham to visit Weber Shandwick. After touring their modern office and receiving an introduction to the numerous departments and aspects of the agency, we sat down with a few members of their team to learn more about what makes Weber a talented, well-known PR agency. Weber Shandwick spreads across the country and is located in over 18 different states. We were quickly introduced to the agency’s strong foundation and preceded to learn of their high-profile assignments that included everything from product

PRSSA REGIONAL CONFERENCE

launches, to sports marketing, to consumer marketing and communications. The overall experience was one that produced an excitement for the future, and a further introduction to the positions that we might find ourselves acquiring in just a few short years. Whether it is a corporation, or a hometown agency founded through the love for a city, it quickly became apparent that no matter the job, every position in public relations, and communications in general, exudes an extreme importance in the industry. Being able to hear from those successful in the public relations field generated an enlightening experience, especially since those we were introduced to are individuals that once stood in the shoes we are currently standing in today.

GVSU and WSU PRSSA members visit local agencies

The Grand Valley State University Chapter of PRSSA hosted this year’s Regional Conference for Region 6, which includes all PRSSA Chapters in Michigan and Ohio. “LimitLess PR” was held April 13 – 15 in Grand Rapids. Follow @PR_GR on Twitter for more details.

For more information about the 2012 PRSSA Regional Conferences, visit http://www.prssa.org/events/regional_conferences/

LimitLess PR

April 13 – 15 Grand Rapids, Mich.

December 2011


On Monday, January 23, Wayne State’s PRSSA chapter held a social media workshop with guest speaker Hubert Sawyers III. Sawyers is a marketing strategist and founder of Tweetea, a weekly gathering that where people from various locations around metro Detroit come together to discuss different aspects of social media. During his presentation, Sawyers exemplified the power of social media and discussed how Tweetea was initiated through Twitter. Social media essentially brings people together and helps create a sense of community. As Hubert put it, “now, you can make a bunch of new friends online, and with the advent of the Internet and

transportation; you can actually meet up.” He pointed out that unless you

actually attempt to connect with others, your presence on social media platforms is useless because social media is worthless without interpersonal connection. The overall message was that social media can be an extremely vital tool in furthering your personal and business connections for the future. Our presenter said it best, “the better we get to know each other and the more transparent we are, the more opportunities we have for innovation and change.”

Social Media 101 with Hubert Sawyers III by I’Esha Swilley

Eisbrenner Public Relations Agency played host to Wayne State University and Eastern Michigan University PRSSA students on Friday, January 27, 2012. Students had an opportunity to tour the facility and received helpful tips from Eisbrenner employees. Eisbrenner is a Michigan based company with deep roots in and around the Metro-Detroit area. Agency clients include the Detroit Jazz Festival, TechTown, and Walsh College. The tour included informative presentations on numerous topics including social media, event planning and internships. While receiving first hand knowledge from those in the industry, students were able to gain a new perspective about their possible future careers. “First I was pretty sure I wanted to focus on public relations within a corporation, but the tour showed a different side of agency PR that I haven’t seen before,” said Wayne State PRSSA member Jesse LeTarte.

In an industry once marred by bailouts and backlash, many top automakers see innovative public relations efforts as a key reason for increased sales and consumer loyalty. Kyle Bazemore, senior manager of product communications for the luxury auto brand Infiniti, explained how reaching the consumer in a struggling economy is a matter of doing more with less and utilizing different media markets. Infiniti has begun targeting online bloggers in many of its campaigns, giving consumers access to interactive experiences once reserved only for the traditional journalist. “We want to show what we do,” Bazemore said in a recent interview with online publication PRNewser. General Motors, perhaps the most highly criticized automaker in the post-bailout era, has shifted its marketing efforts from damage control to digital communication and consumer-driven interaction. Mary Henige, director of social media and digital communications for GM, explained how curtailing PR strategies to consumers in a changing economy has helped the company reclaim its position as

the world’s largest automaker. The GM homepage is constantly updated with stories, blog posts and photos featuring ideas direct from consumers and employees. GM makes it a point to respond quickly to both positive and negative feedback from customers on its social media pages. “Cars are something that people are really passionate about,” Henige told PRNewser. “Maybe you’ve done something to disappoint, but if you respond, there’s positive feedback and from that point, it’s momentum building.” Last month’s North American International Auto Show – perhaps the mecca of automotive PR – saw its largest attendance in more than five years. Though the future of the automobile is still unclear, the industry’s PR professionals will continue to be a driving force.

Partners in PR: Eisbrenner Agency Tour with EMU PRSSA

by Catherine Mitchell

The Power of PR in a Resurgent Auto Industry by Alex Bienkowski

E-board members Greg Melvin, Meaghan Priebe, Gabrielle Fawaz, Alex Washington with Hubert Sawyers III

January 2012


Ofield Dukes Diversity Summit by Greg Melvin and Alex Bienkowski

February 2012

More than 120 students and professionals gathered at McGregor Memorial Conference Center to explore diversity in public relations during the inaugural Ofield Dukes Diversity Summit on February 16. Presented by PRSA Detroit, General Motors and the WSU Department of Communication, the summit was named in honor of the late Ofield Dukes, APR, Fellow PRSA, a renowned PR professional, educator and journalist. PRSA Detroit President Jennifer Flowers, APR, who has chosen diversity as a primary focus this year, said she was glad to see attendees from all sponsored PRSSA Chapters — Wayne State, Eastern Michigan and U of M–Dearborn. “It’s a great collaboration between PRSSA and PRSA,” Flowers said. “I’d like to see us do more of this kind of thing, because it’s a great way to bridge our organizations.” She said one of the goals of the summit was to explore diversity beyond racial and ethnic frameworks. “The first two sessions focused on diversity in the context of different generations,” said Greg Melvin, who was on the committee that planned the summit. “We don’t often think of age when we discuss diversity. It’s a unique approach, and appropriate given the even mix of students and professionals in attendance.”

Author and career coach Jocelyn Giangrande enlightened the audience with her presentation on generational diversity, explaining that the definition of diversity must include more than just cultural differences. In a case study on the new Chevrolet Sonic, Chevy’s Communications Manager Cristi Vazquez illustrated how marketing strategies that focus on generational diversity can lead to enormous success for companies that wish to reach younger audiences. Randy Walker, chief diversity officer for Henry Ford Health Systems, along with Rodney Martin, diversity partner for the law firm Warner, Norcross and

Judd, gave a riveting presentation on the benefits and challenges that result when organizations start to focus on diversity. A decadent meal was accompanied by cultural entertainment – a performance by the WSU African Dance Company. To cap the summit, an esteemed group of local journalists and PR pros gathered to discuss diversity issues in crisis communication. Moderated by Alicia Nails, director of the Journalism Institute for Media Diversity, the panel included Walter Middlebrook, assistant managing editor at The Detroit News; Bill Laitner, staff writer at Detroit Free Press; Georgella Muirhead, APR, partner and president at Berg Muirhead and Associates; and John Bailey, managing director at Lambert, Edwards & Associates. Dr. Matthew Seeger, dean of the College of Fine, Performing and Communication Arts, closed out the event by expressing his gratitude for everyone who made it possible, including Dukes. “His story was not just one of diversity but opportunity and perseverance and integrity, of doing the right thing, or perhaps more

specifically, using communication to do the right thing,” Seeger said. Dukes’ sister Lou Brock and granddaughter also attended the summit. Flowers said that during lunch Brock turned to her and said, “Ofield would be so proud.”

PRSSA members Amy Lafnear, Stephanie Oben, Meaghan Priebe and Shelby Caverly at the Ofield Dukes Diversity Summit

Wayne County Commissioner Irma-Clark Coleman delivered the opening remarks of the summit.


Success Tips from the Pros with Nicole Blaszczyk by Meaghan Priebe

With the digital download and peer-to-peer networks now dominating today’s music marketplace, I find myself wondering what impact this dynamic shift has had on public relations. Music and communications scholars Jerald Hughes and Karl Reiner Lang describe how the exchange of music has become “artifact-less,” making it less of a tangible product and more a piece of information that can be shared instantly by millions worldwide. This wide reach and easy access has led to the development of highly specific target markets for any conceivable genre of music. Consumer choice is at an all-time high and, as Hughes and Reiner explain, “A shift in power is occurring from the large and established music industry institutions to digital community

networks.” Up until recently, record labels were deemed “gatekeepers of the musical product.” Artists rarely gained exposure outside their own communities without acceptance from the record company, and consumers were offered little access to music that big labels chose not to promote. What does all this mean in terms of public relations? Previously, promotional efforts would focus on superstar artists in an effort to meet high-sales targets. Now, with the advent of social media and music players like Spotify and Soundcloud, artists can gain worldwide exposure in seconds, and many promotional campaigns can be done in-house by the artists themselves. Many music public relations companies already have a dedicated

focus, concentrating solely on print or radio efforts, for example. But campaigns must now hone in further on the many different niche markets related to the artist or label they represent. Where much of the focus used to be on promoting the release of an album — formerly the label’s biggest moneymaker — promotional efforts have shifted their attention to the live show and the creation of positive press surrounding a concert or tour. Though the music industry has undergone drastic changes in recent years, with regard to public relations, one thing seems certain: the creative campaign that can reach as far as the music it represents will ensure the most success.

.WAV, MP3, P2P,…What about PR? Public Relations in the Music Industry by Alex Bienkowski

February 2012

On February 13, PRSSA was lucky enough to have a returning speaker who always leaves a major impact on us-Nicole Blaszczyk, marketing coordinator of the Detroit Tigers. For this particular meeting, Blaszczyk gave useful tips on making networking less awkward and being comfortable during an interview. I started the conversation and question flow by asking her what advice she could give us while trying to figure out what we want for a career, and how to give ourselves an “one-up” over others. Blaszczyk said to “job shadow, network, network, network, and leave a great first impression. Interviews play a vital role in leaving an impression, but are also an area of great stress and anxiety for many. Blaszczyk gave advice on how to be more comfortable during an interview. You can be the one to “steer the interview.” Your resume is just a sheet of paper listing your skills and successes, but the interview is what gets you in the door to really prove yourself. Before going on an interview, make sure to research the company and know

what they do, what they specialize in so that you can ask questions and relay their values in your answers during the interview. When you are going to the interview, dress for the job that you want, not the one you are applying for, or have now. Another topic that initiates anxiety for many pre-professionals is the concept of networking. I asked Blaszczyk how to make networking less awkward. She advised us to think of it as a conversation. Start small conversations – about anything! But you HAVE to start reading!” She said that reading anything and everything makes it much easier to create and carry conversations while networking. Blaszczyk went on to tell us to ask open-ended questions, don’t make them feel uncomfortable, be friendly – you never know who anybody is, or who they know. She also told us to make our own business cards. Making business cards help to get your name out there and leaves your contact information with them.

Blaszczyk said that using cardstock, and printing your information on that to create business cards, works fine. Overall, Blaszczyk helped ease a lot of anxiety that many of us have over interviews and networking. She is a great inspiration to many of us through her role as a professional, and by relating to us easily. She reminded us that the main opportunity to most things in life lies in exuding your inner confidence and charisma.

Detroit Tigers marking coordinator, Nicole Blaszczyk shares her success tips with PRSSA members


February 2012 ChiPRtainment: It’s Not Just an LA Thing

by Meaghan Priebe Every time I have tried to explain what I want to do when I grow up, I get looked at like I am crazy⎯some crazy girl, living in some fantasy world, chasing some fantasy dream. That is, until I attended the DePaul University PRSSA regional conference in Chicago. I went to the conference on a whim. I knew Chicago was a cool place, I had a free place to stay and I like to travel. Little did I know that attending this conference would bring about an eye-opening and motivating experience, solidifying that I am not crazy after all. The conferencewas February 2 and 3. I heard speakers from all realms of the PR world; Burson-Marsteller, Matter-Edelman and Modern Luxury Media. The speakers from each organization touched on different areas in the communications field. Burson-Marsteller is a global company with specializations in areas such as public relations, crisis management, brand marketing, organizational communications, and digital marketing (only to name a few). For our agency visit, they had their younger professionals speak to us in regards to how they got to where they are, as well as advice and tips for getting us there. Nicole Garelick, client staff, specializing in public affairs and assistant corporate practice, had great advice for us pre-professionals. A topic that was most discussed was how to create an effective resume. Garelick said that you “want something that makes you different from the pact.” An effective resume “should be a series of results, which talk about success,” Garelick said. Another common theme that I appreciated was for making a resume stand out is to somehow give it character. “Every position will have a job description, whether it is ‘team player’ or ‘motivator.’ Look at the description and stick those words in your answers during the interview,” says Joseph Tateoka, associate technology practice. The speakers from the agency were an inspiring start to the conference.

Seeing young professionals gives you that light at the end of the tunnel saying, “oh yeah, I can succeed.” Our first speaker of the second day was Patricia Murphy, from Matter-Edelman. This agency has three main locations, New York, Los Angeles and Chicago. Its areas of specialization are celebrity PR and publicity, sponsorship and partnership marketing, talent services, and branded entertainment. Murphy spoke of how vital the representation of reputation of an organization or client is. This agency appealed to me because of the work it does with “high-status” people from entertainment to sports. Murphy made a point about working with a celebrity and how it attracts the public to that product. “People want a reason to believe from someone who they trust – [the] celebrity needs to align with the brand’s DNA,” said Murphy. Murphy’s presentation was the first of my “eye-opening” experiences on this trip, reminding me that there is more to PR than automotive and automotive suppliers. The next speaker was my favorite, from Modern Luxury Media. We heard Allison Cooke talk about strategic communication. Cooke is marketing manager for CS magazine, which is a publication of Modern Luxury Media.

The company produces luxury, high-end, publications for those high-status, elite clients they are trying to attract. Not only does Cooke work for an inspirational company, she also gave useful advice. As a young professional herself, and receiving a dream job at this young age, she was able to speak to us with empathy, adding a motivational factor. As studying journalism herself, she knew it would only be focused on the writing aspect. She wanted to learn a variety a skills for the communication world, which inspired her to start studying graphic design. Cooke knew she wanted to work for a magazine, and knew she had to be in a big city in order for her dream to come true. Once she landed her job with Modern Luxury Media she knew that, “in no other job will you learn about so many different industries – making so many connections.” Before Cooke left, she said “be proactive and take initiative, find a mentor, while you are young take a job that will teach you more than it pays, and be persistent.” This Chicago trip reassured my confidence in the field I want to pursue. Coordinating and attending PRSSA events, listening to speakers, and attending agency tours in Detroit allows you to see a pattern in PR industries in the area. The trip helped me realize that I am able to do what I set my mind to. If there is a field that you desire to go into, fight for it. If there is an internship that you are dying to have, stick with it and get it! Though the opportunities you dream of may not be right under your nose, they are out there and do exist. All it takes is hard work and dedication, and coming from Detroit, I know, we all know, what hard work means.


PRSSA National Assembly by Jarrett Sanders

The Business Case for PR in Detroit with Tom O’Connell by I’Esha Swilley

I represented Wayne State University at the Public Relations Student Society of America National Assembly in Charlotte, North Carolina from March 15 – 19. On the first day of the National Assembly, I was placed in a group with seven students who were from different schools across the country. We were charged with creating a communications campaign for Duke Energy, the corporate sponsor for the assembly. We were to develop a campaign to help change the negative image it had among residents in the Charlotte area. During the campaign, I gained valuable hands-on experience working with a real client. While I do work with a real client in my 5160 class with Dr. Najor, this was even more challenging, as we were on a stricter deadline and I was working with team members that I didn’t know before this assembly. This also allowed me to apply the skills learned in her class to this campaign. Specific skills that I applied in the campaign were conducting primary and secondary research, setting goals and objectives, creating programs and a budget, and finally, evaluating our success. I also attended sessions on how to take advantage of all the opportunities that are presented to me by being a member of PRSSA. Being a part of PRSSA gives me access to internships and jobs across

the country. During the National Assembly the delegates from each university elected the new national committee. Applicants who ran for a position submitted resumes with all of their qualifications. These resumes were distributed to the delegates. These candidates also gave speeches. The knowledge that was gained from my experiences at the conference and the networking opportunities that I had were like nothing I have ever experienced. I even ran into a former WSU PRSSA president back from 1993. He was thrilled to see me there and we vowed to keep in touch. There is a smorgasbord of reasons why all PR students should experience a national assembly. There are real life experiences that you can carry throughout your entire PR career. The networking opportunities that are presented can potentially kick start your career in the field. As a PRSSA member we have access to over 30,000 professionals across the country who are ready and willing to help us – all we have to do is ask!

March 2012

The James S. Measell PRSSA chapter was honored to have Tom O’Connell, account executive for Business Wire, as the guest speaker for the April 9 meeting. The theme of this meeting was “Detroit Business: Driving Communications in the Motor City” and Tom discussed just how Business Wire does this in Detroit, as well as globally. Business Wire is a leader in commercial press release distribution that services numerous companies. As a leader, O’Connell discussed how important it is to ensure they are releasing the most accurate information because many people view the information, stating, "When you're pushing a release on a wire service in

general, it's not just the media who's accessing it." Providing quality services such as public relations, investor relations,

social media and SEO services to large and small organizations, Business Wire has earned the trust of many. Just as other public relations professionals must build and maintain relationships with the media, O’Connell discussed that, to some extent, he must as well. The credibility of Business Wire was built on its ability to effectively reach results and client expectations. Although this is not the career path Tom originally saw himself doing, he admits he enjoys what he does. “You never know where your career is going to take you,” Tom said, “but I love what I do.”

Business Wire’s Tom O’Connell speaks at Wayne State PRSSA meeting

April 2012


Why join? Here are some of the benefits that come with PRSSA membership:

♦ Networking – Our close relationship with PRSA-Detroit, our sponsor Chapter, allows members to connect with Detroit-area public relations and communications professionals.

♦ Professional Development – Guest panel discussions, resume, portfolio and social media workshops and private tours of local public relations agencies are just some of the events Wayne State PRSSA’s features each year.

♦ Awards and Scholarships – PRSSA National doles out more than $30,000 annually to fund scholarships and awards to individual members who apply. National also offers awards to Chapters in a number of categories to recognize the outstanding achievements of PRSSA Chapters.

♦ Internship/Job Resources – PRSSA members have exclusive access to the PRSSA Internship Center and the PRSA Job Center, which are two of the best career resources an aspiring public relations or communications professional can utilize.

♦ Hands-on Experience – There are plenty of writing opportunities for members to expand their portfolios, both within the Chapter (our blog and newsletter, Salute) and on a national level (PRSSA Blog, National’s newsletter, Forum). Additional opportunities for hands-on experience include event planning, national campaign competitions and fundraisers.

Congratulations on your

25th Anniversary

Wayne State University Public Relations Student Society of America

Salute A Year in Review 2011-2012

Documents

Transcript of Salute A Year in Review 2011-2012