WMPRSA 2013 Nonprofit Program FINAL

2013 ProgramThursday, Sept. 12GVSU Eberhard Center

Biennial Nonprofit Workshop

2013 Focus: “Collaboration, Communication, Community” Summary: How to build awareness, support and deeper

engagement for your nonprofit organization in the changing world of communications.

presented by

West Michigan PRSAP.O. Box 230292Grand Rapids, MI 49523-0292

[email protected]

Dear Friends and Colleagues,

On behalf of the West Michigan chapter of the Public Relations Society of America, we’d like to welcome you to the biennial nonprofit workshop, “Collaboration, Communication, Community.”

Today, communication is happening faster than ever and through so many mediums. It’s a challenging, yet exciting time for nonprofits as today’s economy requires us to better leverage our resources. Like many organizations, you are undoubtedly tasked with exploring new and creative opportunities that lead to growth and sustainability. Today’s workshop will help you achieve this goal, emphasizing the three C’s – Collaboration, Communication, and Community.

Each presentation is designed to inspire ideas that enable you to do more utilizing the three C’s. We have an impressive lineup of speakers presenting on a variety of important topics, including:

Branding Social media Crisis management Grassroots organizing PR as a management role Strategic planning Practical tricks of the trade

Our keynote speaker today is Pamela Gilchrist, chief strategist at the Gilchrist Group®. I know you will enjoy her fascinating talk entitled: “From Chaos to Clarity: Leadership Secrets to Optimize Outcomes™.”

Whether you’re new to the nonprofit world or a seasoned professional, these sessions apply to a broad range of industries and levels of expertise discussing topics that are both relevant and timely. We hope you find the experience valuable and leave with new perspectives and concepts that may work for your organization.

WMPRSA remains committed to working with nonprofit groups to help develop and sustain the knowledge and skills necessary for creating awareness, building support and realizing your vision.

We’re pleased you’re able to take advantage of today’s workshop and encourage you to apply for PRforGood, a WMPRSA program that offers a two-year commitment of pro bono communications support to a nonprofit organization. Thank you for joining us today. Enjoy the sessions!

Welcome!

Nick Wasmiller, President WMPRSA

[email protected]

Sandra Gaddy,2013 WMPRSA

Nonprofit Workshop Chair [email protected]

Workshop Agenda


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“Some people are born great, some achieve greatness, and some hire public relations officers.”

– Daniel J. Boorstin

“My view is different. Public relations are a key component of any operation in this day of instant communications and rightly inquisitive citizens.”

– Alvin Adams

“The history of PR is… a history of a battle for what is reality and how people will see and understand reality.”

– Stuart Ewen

Session 1 Session 2 Session 3

Brand Storytelling (Benson) Social Media 101 (Davis) Making PR a Management Function (Penning)

Social Media 101 (Davis) Nonprofit Strategic Communications PRforGood (Schuch) (Rossman-McKinney)

What Keeps Your CEO Awake Brand Storytelling (Benson) LinkedIn’s Hidden Secrets (Yoder)(Hanley)

Creating a Movement (Hertstein) What Keeps Your CEO Awake (Hanley) Creating a Movement (Hertstein)

Making PR a Management Function(Penning)

Nonprofit Strategic Communications(Rossman-McKinney)

PRforGood (Schuch)

LinkedIn’s Hidden Secrets (Yoder)

Registration, Breakfast and WelcomeSession I BreakSession IIBreakSession IIIBreakLunch & Keynote Speaker

7:45 – 8:15 a.m.8 :15 – 9:15 a.m.9:15 – 9:25 a.m.

9:25 – 10:25 a.m.10:25 – 10:35 a.m.10:35 – 11:35 a.m.11:35 a.m. - Noon

Noon - 1:30 p.m.

–

Sessions & PresentersKeynote Address: Chaos to Clarity – Leadership Secrets to Optimize Outcomes

Description: In this fast-paced and inspiring keynote, Pamela Gilchrist will discuss her experience and approach when dealing with day-to-day challenges as well as times of dramatic change, to move from chaos to clarity. Now, more than ever, leaders and communicators need to prove relevance and link strategy to action. Gilchrist will share three secrets to help you rise above the chaos.

Presenter: Nationally-acclaimed speaker and author, Pamela Gilchrist. Pam connects with audiences at every level with her wit, wisdom and inspiring style. She shares insider knowledge of what works at top companies to optimize outcomes and add impact – and what doesn’t. Pam has counseled executives for more than 25 years on how to improve business impact through breakthrough strategies, next level leadership and branded communications. She has served as chief communications counsel for companies ranging from Fortune 100s to small businesses. Pam’s unique combination of vision, executive management and guidance helps organizations achieve maximum results.

Pam GilchristCEO & Chief Strategist

Gilchrist Group

Brand Storytelling – How to Discover and Tell Your Organization’s Story

Description: This presentation will offer practical tips, examples and advice to help discover and tell your organization’s stories in creative, compelling and effective ways – across print and digital platforms. We’ll address the crucial role that content strategy can play in building brand loyalty and driving stakeholders to action.

Presenter: Dawn Pick Benson is as an award-winning writer, editor, and strategist who has worked in corporate, non-profit, and higher education sectors. She is the owner of DPB Communications, a content writing and strategy company dedicated to helping brands tell their stories. Prior to owning DPB Communications, Dawn’s experience includes working as Director of Content at Hanon McKendry, Director of Marketing and Communications at Cornerstone University, and as a magazine editor in Atlanta.

Dawn Pick Benson, OwnerDPB Communications LLC

Social Media 101 for Nonprofits

Description: Facebook, Twitter, Google+, LinkedIn, Instagram, Vine. Where should nonprofits have a presence and what are the best practices for using these social media channels? This session will offer learning about these popular social networks, how nonprofits are currently using social media well and not so well, and how to manage communities on social media, especially in responding to negative or unwanted comments.

Presenter: Graham Davis is the Director of New Media at Truscott Rossman, one of Michigan’s premier public relations firms, and also serves as an instructor for Michigan State University’s New Media Drivers License course since Fall 2012. At Truscott Rossman, Graham leads all online strategy for the firm’s roster of local, statewide, national and international clients, and also directs the firm’s Detroit office. Graham also served as Governor Granholm’s (and the State of Michigan’s first) media director from 2008-2010.

Graham DavisDirector of New Media

Truscott Rossman

Sessions & Presenters

Creating a Movement…and Telling the World About It

Description: How do you build cohesion around a cause when you operate in 100 countries and work through a sales force that includes millions of independent business owners? In this session you will hear about the Amway One by One Campaign for Children that is celebrating 10 years of mobilizing people to transform the lives of more than 10 million children around the world. Learn how this campaign was selected, socialized and scaled up into what is now a grassroots movement that leverages personal networks, traditional public relations and social media – and how to apply our methodology.

Presenter: Jesse Hertstein has traveled the world for Amway to build strategic corporate citizenship initiatives. He has been the chief storyteller of the Amway One by One Campaign, working with a variety of global and local nonprofit organizations. Jesse has presented to leaders, local and international media and professionals at the Boston College Center for Corporate Citizenship and the U.S. Chamber of Commerce.

Jesse HertsteinSenior Specialist

Amway Corporation

Making PR a Management Function – What Your Board and Leadership Should Know

Description: Public Relations professionals and educators alike talk about the need for PR to be a management function, not merely a technical skill. Why then is PR as a capacity or skill not more represented on the boards of nonprofit organizations? This session will highlight recent research conducted on nonprofit organizations in MI that gives the status of PR on nonprofit boards, the reasons behind it and strategies for improvement.

Presenter: Dr. Tim Penning, APR, is an Associate Professor in Communications at Grand Valley State University, where he teaches courses in public relations. His research interests include nonprofit public relations, the role of PR in democracy, influences on public relations content, and PR history and ethics. He also is a public relations consultant with Penning Ink. He writes a blog about advertising and public relations called GRPR: http://gr-pr.blogspot.com/. Prior to becoming an educator, Tim was communications director for an international mission agency, media relations manager for Grand Valley State University, and public relations director for the Grand Rapids Community Foundation.

Dr. Tim Penning, APRAssociate Professor

Grand Valley State University

What Keeps Your CEO Awake at Night? – Anticipating Crisis Situations

Description: It’s been said that the best crisis plan is to prevent one from happening. In this session we will discuss an “issues anticipation” model of engaging your executive leadership team in conducting a vulnerability assessment of your organization. We will identify what potential crisis looms on your horizon, what policies or procedures need to be established and what are the key messages you need now, approved in advance.

Presenter: Tom Hanley is senior consultant, director of public relations services for Wondergem. He is responsible for the firm’s engagement in healthcare and education, strategic public relations counsel, issues management, crisis communications and media relations. Previously, Tom served as director of corporate social responsibility for Spectrum Health and director of communications for Helen DeVos Children’s Hospital. He also was director of public relations for Connecticut Children’s Media Center in Hartford. Tom was the 2005 PR News “National PR Spokesperson of the Year” for crisis communications.

Tom Hanley, APRDirector of PR Services

Wondergem Consulting, Inc.

Sessions & Presenters

PRforGood – Communicate Your Way to Success

Description: Family Promise of Grand Rapids was the 2012-2013 recipient of WMPRSA’s PRforGood pro bono services to help achieve organizational goals and needs through strategic communications. Learn more about how PRforGood supported Family Promise of Grand Rapids and how you can apply to have the chance for your organization to be the beneficiary of services for 2014-2015. Cheryl will be joined by PRforGood representatives Christine Hoek, Rick Jensen and Terri Howe for this informative session.

Presenter: Cheryl Schuch is a dynamo in the West Michigan nonprofit sector. She helped develop one of the largest volunteer organizations in our community – Kids Food Basket. Cheryl moved on to take the helm of Family Promise of GR, an organization that helps homeless children and their families as they work to find a new home. Family Promise provides emergency services to families, serves over 800 people each year, and is one of only two groups that lets families remain together when they become homeless.

Cheryl SchuchExecutive Director

Family Promise of GR

LinkedIn’s Hidden Secrets

Description: It’s time to get serious and make LinkedIn work for you. With over 225 million registered business users, LinkedIn is the social media channel for business professionals. In this session, we’ll explore proven strategies that can help you get the most from LinkedIn profiles. We’ll learn how to use LinkedIn Signal to put your news feed to good use, the Four B’s and how to use them in your status updates on the your profile or company page, and how to optimize your profile and turn it into a search magnet.

Presenter: Michael Yoder is a social media consultant for spectrum Health Systems. He also is the leader of LinkedUp Grand Rapids, a LinkedIn group of over 12,000 business professionals in West Michigan. Mike’s time is spent developing strategies to implement and integrate new media. In addition to his work with Spectrum Health and LinkedUp Grand Rapids, Mike is a frequent trainer, speaker and guest lecturer for corporations, clubs, groups, colleges and universities.

Michael YoderSocial Media Consultant

Spectrum Health

Nonprofit Strategic Communications

Description: This highly entertaining and real-world presentation will provide attendees with practical tips, tools and tactics for strategic communication planning and implementation design to maximize their understanding, awareness and ability to generate positive media coverage. The session will include discussion on research, target audience assessment and message development/delivery.

Presenter: Kelly Rossman-McKinney, APR and PRSA Fellow, is CEO/Principal of Truscott Rossman and has the distinction of being ranked as one of the top PR Professionals in our region. Kelly pioneered issue management in the Capitol and is a certified crisis communicator, a nationally accredited public relations counselor (APR), and a member of the Public Relations Society of America’s (PRSA) distinguished College of Fellows. In addition to her dedication to her work, Kelly is deeply committed to community service. She chairs the Michigan Chamber Foundation and serves on several other boards, including the MI Political Leadership Program and the MI Chamber of Commerce.

Kelly Rossman-McKinneyCEO and PrincipalTruscott Rossman

WMPRSA Leadership2013 WMPRSA Non-Profit Workshop Committee

Sandra Gaddy, ChairChristine Hoek, APRTerri Howe, APR

Board of Directors – West Michigan Public Relations Society of America

Nick Wasmiller, President .............................................................................nick.wasmiller@amway.com Jennifer Luth, Secretary, Mentorship Chair ...........................................jennifer@clarkcommunication.com Bradley Gordon, Treasurer ...........................................................................gordonbr@gvsu.edu Derek DeVries, 2014 President Elect, Programming Chair [email protected] Kate Washburn, APR, Immediate Past President [email protected] Patrick Bishop, PhD, APR, Accreditation Chair [email protected] Anna Bryce, APR ...............................................................................................anna.bryce@amway.com Kristie Burns, Membership Chair ...............................................................kburns@lambert-edwards.com Kellie Cottrell, PRoof Awards Chair ...........................................................kelli.cottrell@cornerstone.edu Sandra Gaddy, Nonprofit Seminar Chair ................................................lagaddy@sbcglobal.net Christine Hoek, APR ........................................................................................christine@articulate-pr.com Terri Howe, APR, PRforGood Chair .............................................................thowe@howemarketing.comRick Jensen, Mixers Chair ..............................................................................rick.jensen@davenport.edu Adam Russo, Members + Media Chair .....................................................adam.russo@haworth.com Amy Sawade, Communications Chair ......................................................amy.sawade@spectrumhealth.org

Adrienne Wallace ............................................................................................adrienne@834design.com

Pro Bono Design & Production – True Wind Media, LLC

Print materials for this year’s Biennial Nonprofit Workshop were designed and produced by True Wind Media, LLC, of Battle Creek, MI. Founded in 2002, we are an independent publisher and media company with more than 39 years of professional experience. In addition to marketing services, we also develop:

Original content books, CDs and DVDs Interactive websites and web videos Illustrated guides and directories e-Learning and online courseware Large format posters and custom graphics E-commerce products and platforms Political campaign media

The president and creative director of True Wind Media is Peter Kobs. To learn more, call (269) 962-1830 or e-mail: [email protected].

“Marketing, publishing and creative services for the best clients in the world.”

Learn More About Us

For additional information on WMPRSA or to learn about upcoming events, please visit www.wmprsa.org.

Our Local Sponsors

We are deeply grateful to the following businesses and organizations for their generous support of this nonprofit event and WMPRSA throughout the year. Thank you!

The Public Relations Society of America – A Vital Part of Our Community and Nation

Welcome to the West Michigan chapter of the Public Relations Society of America (WMPRSA), the world’s largest association of public relations professionals. We are part of the East Central District of the national PRSA.

WMPRSA is comprised of more than 100 PRSA members living within the western half of the lower peninsula of Michigan, from Benton Harbor to Traverse City. And we invite you to join us! To learn more, visit www.wmprsa.org.

Our Mission

The Mission of WMPRSA is to help public relations professionals develop and sustain the essential knowledge, skills and standards which will reinforce their integral role in the effective management of organizations.

Our Sponsors & Mission


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WMPRSA 2013 Nonprofit Program FINAL

Documents

Transcript of WMPRSA 2013 Nonprofit Program FINAL