Social Media Schooling

By Ryan Zuk, APR

As social media continues to grow and gain significance, business leaders are increasingly concerned that PR professionals do not know how to use social technologies effectively.  For instance, these leaders have accused agencies of neglecting social media in favor of accumulating more billable hours.

While some organizations probably do need to correct this mindset, most agencies and practitioners are making positive contributions to social media and passing this value on to stakeholders. Furthermore, their insights and efforts are revolutionizing the profession. Whether we’re affiliated with organizations that invest in social media training or not, we are all responsible for educating ourselves on the job and after hours.

Last month, I recommended periodically evaluating mature and emerging social media channels to gauge their viability and ensure that you’re aware of all the options. The next step is to implement the tools that best support your personal brand, your business and your clients. Here are several tips that you should consider when assembling your social media lesson plan.

Create a hub
Whether it’s a blogging platform such as WordPress, a blogstream like Posterous, an online community created with Ning, a Facebook page or your Web site, you need a home base where people can find you and link to all of the content that you’ve posted elsewhere.

Connect the dots
Your other social channels, sometimes called outposts, usually focus on a specific type of content such as Twitter updates, Flickr photos and YouTube videos that can stand alone, but become part of your larger footprint when linked to your hub.

Use a social bookmarking tool like Diigo or Delicious to index and promote your most interesting content, while helping others spread theirs. Social bookmarking helps accelerate your inbound marketing — or how your content attracts people to you or your hub.
Manage your outposts

Use a manageable number of outposts to support your communication goals. Be clear which ones you’re committed to by linking these to your hub and keeping them up-to-date. Meanwhile, continue learning by experimenting with other platforms and features. Also, look for tools that automate how you manage your content. Ping.fm can help you post a message to multiple channels simultaneously. HootSuite is a Twitter tool that your team can use to manage multiple accounts, group followers and schedule tweets in advance.

Monitor and measure
Begin with standards like Google Alerts, Google Analytics and Technorati. Become familiar with their basic functions and challenge yourself to study their advanced features.

Remain in the know
Using social media is an ideal way to learn from each other. But there’s a lot of relevant advice available and not enough time to absorb it all. Creating a short list of social media-themed blogs, podcasts and video feeds offers manageable variety that can keep you focused and engaged.
Suggested sources include: the “For Immediate Release” podcast by Shel Holtz and Neville Hobson, the YouTube Reporters’ Center and Lee Aase’s Social Media University Global.
Following Twitter hashtags like #pradvice and #PRBC, and participating in Twitter chats like #journchat and #PRStudChat are helpful too.

See entire Article by clicking here

Internship Competition

Deadline: Thursday, December 31, 2009

February 12, 2009
Two Students Receive Daniel J. Edelman/PRSSA Awards

Purpose

The Daniel J. Edelman/PRSSA Award, named for the chairman and founder of Edelman, has been presented annually since 1990 to PRSSA student members who have demonstrated exceptional leadership ability, a commitment to a career in the field and have contributed substantially to PRSSA.

Award

$1,500 cash award ($1,000 upon winning award and an additional $500 upon start date of internship)
3-month paid internship in one of Edelman’s U.S. offices. (To be determined by Edelman and Winner)
Runner-up award of $500 and an opportunity to interview at one of Edelman’s U.S. offices for a full time position
Judging Criteria

Students competing for the Daniel J. Edelman Award must be a PRSSA member and will be judged on their 1) leadership; 2) public relations-related achievements and activities; and 3) recommendations from faculty members and/or industry professionals.

Please attach no more than two letters of recommendation. Entries will not be considered without at least one enclosed with entry. Sealed envelopes are suggested.

Include no more than 10 samples of individual public relations work. Submit this application and supporting materials in a one-inch, three ring binder.

Process

Completed entries must be postmarked by Thursday, December 31, 2009. Entries postmarked after December 31st will not be considered. We recommend UPS or FedEx 2-day economy delivery as Edelman is not responsible for lost or undelivered packages. Send entries to:

Heather Crowley, Edelman
Daniel J. Edelman/PRSSA Award
200 East Randolph Drive, 63rd Floor
Chicago, IL 60601
(312) 240-3000
A panel of judges will evaluate entries. The winner will be notified by Wednesday, February 17, 2010.

PRSSA Conference Presentation is now up!

Please take a moment and watch the conference presentation three of our members participated in.  The three members presented this in front of over 400 people in San Diego at the PRSSA conference, fall of 2009.  Rachel Lawton, Sam Eckel and Emily Nason did a wonderful job!  Take a look.

Beware of Phony Job Ads

Many college graduates end up in interviews for what they think are PR jobs because they respond to a bogus ads seeking “entry-level PR professionals.” These jobs, being hailed as "sports PR/marketing positions" range from doing phone sales for basketball season tickets, door-to-door sales of regulatory signage, or even catalog sales!

While job seekers feel compelled to follow through on every potential job opportunity, it’s wise to analyze any that seem too good to be true–especially those that don’t mention the company or agency where the opening exists.  Most organizations today include their names and locations in job postings.  Always make sure a job sounds like a legitimate position before sending your resume.  Don’t send resumes to unidentified organizations or post office boxes.  Never pay for job lists or a fee for submission of an application.

If you do run ino this, remember it is a consumer age!  You can contact the Better Business Bureaus and alert them to phony come ons. Perhaps a more interesting site is aptly called the Ripoff Report . Here you can post companits concerning phony job ads to online.

Public Information Positions

So students in the Public Relations Case Studies course are all wanting to find jobs as they graduate in May.  However, where to go to look for jobs is hard to know, let alone exactly what they want to do.  In fact, I suggest students don't try to find what they want to do before graduating, but instead endeavor to know without a doubt what they DON want to do.  In this vein, I offer some new links to various jobs.

Good hunting future RWU grads!

http://www.execsearches.com/non-profit-jobs/jobDetail.asp?job_id=19000

http://www.indeed.com/q-Public-Information-Officer-jobs.html

http://wafb.careers.adicio.com/careers/jobsearch/detail?jobId=20398749&viewType=main&networkView=main

https://www.shands.apply2jobs.com/index.cfm?fuseaction=mExternal.showJob&RID=5296&CurrentPage=23

Working in Government Affairs

This positions is most often called a PIO.  Because an organization’s reputation, profitability, and even its continued existence can depend on the degree to which its targeted “publics” support its goals and policies,Public relations specialists—also referred to as communications specialists and media specialists, among other titles—serve as advocates for businesses, nonprofit associations, universities, hospitals, and other organizations. The ket role of a PIO is to build and maintain positive relationships with the public. As managers recognize the importance of good public relations to the success of their organizations, they increasingly rely on public relations specialists for advice on the strategy and policy of such programs.

Public relations specialists handle organizational functions such as media, community, consumer, industry, and governmental relations; political campaigns; interest-group representation; conflict mediation; and employee and investor relations. They do more than “tell the organization’s story.” They must understand the attitudes and concerns of community, consumer, employee, and public interest groups and establish and maintain cooperative relationships with them and with representatives from print and broadcast journalism.

Public relations specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. Sometimes the subject is an organization and its policies toward its employees or its role in the community. Often the subject is a public issue, such as health, energy, or the environment, and what an organization does to advance that issue.

Public relations specialists also arrange and conduct programs to keep up contact between organization representatives and the public. For example, they set up speaking engagements and often prepare speeches for company officials. These media specialists represent employers at community projects; make film, slide, or other visual presentations at meetings and school assemblies; and plan conventions. In addition, they are responsible for preparing annual reports and writing proposals for various projects.

In government, public relations specialists—who may be called press secretaries, information officers, public affairs specialists, or communication specialists—keep the public informed about the activities of agencies and officials. For example, public affairs specialists in the U.S. Department of State keep the public informed of travel advisories and of U.S. positions on foreign issues. A press secretary for a member of Congress keeps constituents aware of the representative’s accomplishments.

In large organizations, the key public relations executive, who often is a vice president, may develop overall plans and policies with other executives. In addition, public relations departments employ public relations specialists to write, research, prepare materials, maintain contacts, and respond to inquiries.

People who handle publicity for an individual or who direct public relations for a small organization may deal with all aspects of the job. They contact people, plan and research, and prepare materials for distribution. They also may handle advertising or sales promotion work to support marketing efforts.

Work environment. Public relations specialists work in busy offices. The pressures of deadlines and tight work schedules can be stressful.

Some public relations specialists work a standard 35- to 40-hour week, but unpaid overtime is common and work schedules can be irregular and frequently interrupted. Occasionally, they must be at the job or on call around the clock, especially if there is an emergency or crisis. Schedules often have to be rearranged so that workers can meet deadlines, deliver speeches, attend meetings and community activities, and travel.

This is all from an article that you can find here: http://www.bls.gov/oco/ocos086.htm.

Needed: Communication Specialist (CT)

Positions in this function design and coordinate company communications, including internal and/or external communications. Responsible for maintaining policies and procedures and monitoring company media, which may include company websites. May manage public relations activities, including public information and shareholder information services.

You can be a part of this team. You can put your skills and talents to work in an effort that is seriously shaping the way health care services are delivered. 
Qualifications:

• Uses pertinent data and facts to identify and solve a range of problems within area of expertise
• Investigates non-standard requests and problems, with some assistance from others
• Works exclusively within a specific knowledge area
• Prioritizes and organizes own work to meet deadlines
• Provides explanations and information to others on topics within area of expertise
• Undergraduate degree or equivalent experience

Accrediation with PRSA: What is it worth?

Below you will find three reasons that might be enough to become accredited through PRSA.  Combine the APR with the MBA and your paychecks will be bigger than mine. Accrediation can provide you with some valuable skills and experience that will help you advance in your career and possibly earn more money. In a time when there is more and more competition for PR jobs, and so many people are out of work, it could be a good time to get your APR certification.

1. You’ll earn more money with an APR. A recent Korn/Ferry study found that APRs earn an average of 20% more. Of course, you could increase your earning power by 35% with an MBA, but it costs a lot more than the APR.

2. People will take you more seriously. As a professional, with certification that says so, you’ll be more respected in the industry. Of course, just as many people say the APR isn’t widely known outside of PR, so not too many people may truly appreciate all the hard work that goes into it.

3. You’ll be more respected by your peers. I saw several examples that referred specifically to APRs (other APRs will respect you), but non-APRs will probably wonder what those letters are all about.

To read more from the blog this article first appeared click here.  Many thanks to Ashley Portal for this link!

Networking

Your network is one of the most valuable tools you have available to you when you’re looking for a job. This article comes from Professor Shelton's Alma Mater, Boston University.  For the original article, click here

You create your network by networking. That seems obvious, but do you know what networking really means? There are a variety of ways to go about networking, you can attend an event specifically for this purpose, but the best way to really create a useful network is to constantly be networking. Don’t worry, it’s not nearly as exhausting as it sounds.

The individuals that make up your network are called connections. A connection can be someone you worked with, a friend of your parents, an alum you met at a BU event, professors or even family and friends. Web sites like LinkedIn provide an easy way to keep track of your connections. If you start paying attention, you’ll see potential connections almost every day.

If a guest speaker visits one of your classes, make a point of going up to speak with them afterward, even if it means waiting a little while for all the other eager students to take their turn. Use the time while you’re waiting to think of what you’re going to say. Asking a question is always a good bet. You want to give them a reason to remember you. Then tell them, ‘I am working on building my network, are you on LinkedIn? Do you mind if I send you a request to join my network?’ Chances are good they will agree. You can use a modified version of this approach for anyone you come in contact with. Don’t be concerned about only including communications professionals in your network, you never know where opportunties may arise in the future.

The Difference Between Your Professional Network and Your Social Network

Facebook is a social networking site. You need to create a professional network to use throughout your career. You may end up with some of your Facebook friends in your professional network, but do not make the mistake of including those in your professional network as Facebook friends. Some communications professionals use Facebook as a networking tool, but most people see Facebook as a place for friends only and LinkedIn as a place for professional networking.

Maintain Your Network

If you’re using a site like LinkedIn, you can easily maintain your network. Update your ‘What Are You Working on Now?’ status if you are working on a big project or have an internship. Send emails occasionally to touch base with the key people in your network. If you like the company you interned with and think you’d like to work there after graduation, be sure to stay in touch with those people. Once or twice a year is sufficient for maintaining a connection. You don’t want to be a pest you just want to remind them who you are and what you’re doing.

Picture from: http://jpsblog.org/2009/07/the-jewish-non-profit-guide-to-social-media-marketing/

International PR

 "Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it "whitens your teeth." However,  natives chew betel nuts to blacken their teeth because they found it attractive. Had the PR company behind this campaign analyzed the cross cultural issues related to Pepsodent's product, the failure of this PR campaign could have been avoided."

Cross-cultural differences can make or break a PR campaign. It is therefore crucial that PR practitioners dealing with PR campaigns that incorporate a cross cultural element analyze likely cross cultural differences.

In order for a PR campaign to be successful abroad, an appreciation of the target language and its cultural nuances is necessary. The PR and advertising industries are littered with examples of poor translations and a lack of cross-cultural understanding leading to PR failure.  Translation of documents, slogans and literature must be checked and double-checked for meanings and cross cultural nuances. This should not only take place between languages but also within languages. 

Different Speaking Styles

British and American communication styles are described as 'explicit', meaning messages are conveyed solely through words. Correlating background information is deemed necessary and divulged, ambiguity is avoided and spoken words have literal meaning. In many other cultures, communication is 'implicit'. The message listeners are likely to interpret is based on factors such as who is speaking, the context and non-verbal cues. Spoken words do not fully convey the whole story as listeners are expected to read between the lines.

With relation to content, speakers must be aware of the cross cultural differences in humor, metaphors, aphorisms and anecdotes. In addition, references to topics such as politics and/or religion can be a very sensitive issue in other cultures.

Mass Media

Journalistic traditions, writing styles, news worthiness, delivery systems and whether a 'free press' exists are all areas that will affect how the written word is tailored. The most important point from a cross cultural perspective is how to write in a way that engages the readers in that society or culture. Some cultures may prefer colorfull and inspirational writing, others factual and objective. Some may be motivated by language that incorporates a religious or moral tone, others by a money-orientated or materialistic one.

PR practitioners employ many different communication channels when trying to circulate information relating to their campaign. The main channels of communication in the UK or America are the radio, the press, TV, internet and public spaces. However, these channels may not always be applicable abroad.

In many countries the radio, TV or newspapers may not be the primary source of information. Literacy rates may be poor and/or radios may be expensive. In Africa, only 1.4% of the population have access to the internet. Even where such channels of communication do exist, such as TV, some methods used by PR practitioners, namely guerrilla marketing, would be interpreted differently in foreign countries. For example, interrupting live TV may be laughed at in the UK but in other countries it would be seen as irresponsible and rebellious.

The usual channels of communication in some countries would simply have no effect in terms of PR. In such countries, local alternatives need to be sought such as religious leaders, tribal chiefs, school teachers or NGO's. Information coming from such figures will not only reach the audience but be perceived as more credible than if it were from foreigners.

 "Ford launched the 'Pinto' in Brazil they were puzzled as to why sales were dead. Fortunately they found out that Brazilians did not want to be seen driving a car meaning 'small male genitals' and promptly changed the name."

Picture can be found at: http://en.tehran.ir/Default.aspx?tabid=17663.  Original article can be found at:http://www.aboutpublicrelations.net/international.htm.

A Must Read Book

Below you will find comments on a new book out.  The book "Putting the Public back into Public Relations"  is a great look at where the field may be heading- by showing what works now in regards to social media. The comments below are from the back of the book. Click here to order from Amazon

“There will be two kinds of PR professionals in the future: those who read this book and get with the program, and the unemployed. Your choice.”

Seth Godin, Author of Tribes

“I am thrilled that there is finally a book about the right way to approach PR in today’s world, where hyper-connected conversations trump the old school broadcast mentality. Everyone who wants to build a career in PR or marketing should read this book.”

Tony Hsieh, CEO, Zappos.com

 Forget the pitch: Yesterday’s PR techniques just don’t work anymore. That’s the bad news. Here’s the great news: Social Media and Web 2.0 offer you an unprecedented opportunity to make PR succeed more powerfully than ever before. This book shows how to reinvent PR around two-way conversations with traditional and new influencers, bring the “public” back into public relations—and earn a new level of results that just wasn’t possible before now.

Drawing on their unparalleled experience making Social Media work for business, PR 2.0 blogger Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You’ll learn new ways to build the relationships that matter, and reach a new generation of influencers…leverage platforms ranging from Twitter to Facebook…truly embed yourself in the communities that are shaping the future.

Along the way, you’ll learn how to stop being a “publicist” or mere “communicator” and become what your clients or company really need: a genuine enthusiast for whom and what you represent.

Top 10 Reasons Letterman is Still Golden

Hot news off  PR News Online.

Despite David Letterman's confessions about late-night dalliances with female staffers on his show, Dave is still Golden. Helene Solomon, CEO of Solomon McCown & Company, gives a communicator's perspective about why he will survive this image crisis.

10.) Dave owned the story. He controlled the message and did so on his turf—behind the desk.

9.) He avoided death by a thousand cuts by being transparent and first.

8.) He said “I’m sorry” and seemed to mean it, especially when apologizing to his wife.

Follow this jump to see the top seven.

Print is Not Dead!

These comments featured below are from a larger debate over the subject of the medium of print. I have included only a portion of the debate, which you can read in its entirety here.

According to John Griffin, President of the National Geographic Society's magazine group, "print is where words go to live--we're still reading the ancient Greeks. On the other hand, I question the life span of blogs."

Griffen continues, "Blogging is great if you want to see yourself published unedited, and the Internet is wonderful when you already know what you are interested in. But there is tremendous value in passionate, knowledgeable, talented editors who can assign stories and photographs with budgets to do them better and more authoritatively than any individual can. The reader of a magazine like National Geographic can depend on the information being accurate, coherent, concise, beautiful and created by the by most talented writers and photographers in the world. And readers may learn about something that they didn't know they were interested in.

Print is the perfect introduction to an informed debate and to the deep resources of the web. The words and pictures in print or on a magazine's web site become the basis for searching, linking, talking and ranting for those with the time or inclination to do so. The web is the friend of print, not its killer."

New Study Finds PR Leads Marketing in Social Media

The PR department leads digital communications at 51% of organizations, while the marketing team leads it just over 40% of the time, according to the 2009 Digital Readiness Report from iPressroom, Korn/Ferry International, and PRSA.

The study broke down digital communications into several specific categories, finding that:

* PR leads blogging activities in 49% of organizations, compared to 22% for marketing
* PR leads in microblogging as well, 52% compared to marketing’s 22%
* Marketing generally leads when it comes to the e-mail marketing and SEO aspects of digital communications

Click here to download report

Press Releases: Are they dead?

Are press releases dead?  Not at all. Press releases are not primary tool of communication anymore; they are simply channels through which information is conveyed. The reason press releases are not the primary in the field anymore has more to do with the web and how it allows people to communicate directly. Press releases do not generally get conversations started the way a blog does for example.  This is press releases generally do not include a way for the recipient of the message to respond. However, when press releases are published on the web, they become a different kind of channel, one that potentially invites a conversation with a wide public. This seems simple enough, but many old style PR people believe public relations to be simply putting out the press releases their clients want them to.  There also still some senior management who sees the function of PR as putting out press releases. This is a very outdated view of public relations.  In today's world, the role of public relations is to create understanding. In the complex world of today, there are many complex ideas.  Thus, it is the PR person’s task to disseminate these complex ideas in a way that makes people understand and want to contribute. What I see as the main problem with PR is that many times the PR function in an organization is focused on tactics, when public relations should be treated as management function.  Public relations is actually managing relationships with various publics...any public that can present obstacles to your being in business. In today’s world, this is complicated somewhat by the fact that all of these publics are now able to talk to each other. Clearly, then public relations must be taken seriously as a management function. (Picture is from http://www.mbda.gov/?section_id=12&bucket_id=844)

Networking: Views from The Field

Join us for our first guest speaker of the 2009-2010 academic year, October 21st.  The focus of this seminar will be on networking. The program begins at 6:30 in GHH001.

Dr. Downes, prior to joining academia full-time, worked professionally for ten years for communications programs throughout metropolitan Washington, D.C.

He has held positions as a research associate, personnel specialist, campaign organizer, special events producer, fund-raiser, editor and writer, marketing representative, performer, and public relations director. His doctoral dissertation was titled “Messages from the Hill: A Conceptual Framework for Understanding the Congressional Press Secretary."

Learn more about Dr. Downes here

Needed: Promotions Assistant

Contact here
Sony Imageworks Interactive

Description:
30+ hours/week. Admin duties, arrange travel, maintain supplies, prepare creative production work requests, schedule, collect, manage creative assets, schedule meetings, develop pitch lists, promotional concepts, program outlines. Req computer, communication, orgz, interpersonal skills, strong interest in entertainment, internet.

Transparency in Public Relations

Follow this link for five great tips on how to be more transparent while conducting public relations.

PR Tactics and The Strategist Online

Shared via AddThis.

Picture found at: http://www.optimum7.com/internet-marketing/new-articles-content/seo-and-internet-marketing-%E2%80%93-it%E2%80%99s-all-about-transparency.html

Social Media Challenge

Five RWU PRSSA members will be competing in a social media contest while at the national convention in San Diego. Participants in the competition will have the opportunity to listen to a guest speaker from Mitsubishi Motors, on public relations, marketing and the need for social media to reach targeted customers. Following the keynote speaker will be a three-hour competition to determine which team of 8–10 students can develop the most effective strategic social media campaign for the launch of a new Mitsubishi vehicle. The PRSSA/CSUF Chapter will assign teams on site.

At the competition, participants will receive an information packet to guide them to social media success. Teams will have two hours to develop an effective strategic plan that relies on social media and then will present their strategy to three social media experts who will determine the winner.

 Read more about this contest here

Picture from: http://www.mindfly.com/blog/post/2009/08/26/Social-Media-does-what.aspx 

Needed: Radio Promotions

Contact by clicking here

Description: Manage, direct promotion, advertising, PR of station to public, clients, create station image, work w/ programming, sales to develop campaigns, themes, mktg approaches on air, thru integrated mktg campaigns. Req 1 yr college, 2-3 yrs rel exp.

Needed: Marketing Associate

Contact:
DOWNSTAIRS CABARET THEATRE, 20 Windsor Street, Rochester, NY 14605-2935. Fax: 585-454-0260.
E-mail Application here.

Description:
Work on productions for 3 theater facilities, national & regional tours, & education program; coordinate & implement advertising, sales, public relations, graphics, publications, promotions, website for 25 shows/yr + classes.

Needed: Marketing & Media Associate

Contact:
Michael Bodel, Marketing Manager, HERE Arts Center, 145 Avenue of the Americas, New York, NY 10013; email E-mail (Subj: Marketing Position) here; For more info, click here

Description:
Format, upload content to website, Facebook, online platforms, assist resident artists w/ creating media for web incl video, slideshows, audio, blogposts, design, create, distribute institutional, production-specific print materials, design, track weekly eblasts, update, maintain patron database. Req know design principles, techniques, Photoshop, InDesign, html, internet systems, pref know Flash, Javascript, CSS.

Needed: Events Coordinator

Apply online to Tandberg in Reston, VA here

Description:
Coordinate, research, help execute logistics for internal/external event marketing campaigns, maintain updated event schedule, maintain inventory of promotional items, trade show supplies, coordinate food/beverage reqs, develop design, produce resignation gifts, assist w/ design, production of onsite signage. Req BA/BS mktg/communications/biz/rel, excel communication, interpersonal, orgz skills, know MS Word, Excel, PowerPoint, willing to obatin CME/CMP certification.

NEEDED: Daytime Marketing Intern

Brookline Adult & Comm. Education needs an intern!

Brookline Adult & Community Education is looking for an energetic and fun intern to help with marketing and publicity for the program.

Qualifications:
Marketing background or experience. Excellent office, computer, and research skills, and ability to write press releases and send emails to appropriate venues.

Please send a letter of interest and resume to Claudia Dell'Anno, BA&CE Director,

Needed: Media Manager San Francisco Food Bank

PURPOSE OF POSITION
To create and implement a media strategy that will promote the work and raise the public visibility of the Food Bank while also increasing awareness about the issue of hunger. Identify and develop specific opportunities to place messages and stories in the media. Please submit cover letter, three writing samples and resume to: Media Manager Search San Francisco Food Bank 900 Pennsylvania Avenue San Francisco, CA 94107 Fax: 415-282-1909 Email here



DUTIES AND RESPONSIBILITIES
1) Devise and execute external communication strategies that reinforce organizational goals, mission, and messages; and develop organizational messages relevant to media interest. 2) Develop an annual media plan for print, radio and television. 3) Determine the most useful and valuable print and electronic media outlets for Food Bank messages and work to develop and place stories. 4) Create media opportunities during non peak-interest months (January through August), and locate new and different outlets to convey the Food Bank’s message. 5) Become acquainted and stay current with Food Bank food distribution programs, volunteer efforts, and special projects and activities, looking for opportunities to shape stories in ways that will earn media coverage. 6) Provide media coverage guidance and support for Food Bank food drives, special events and Advocacy programs. Coordinate logistics and media activity with appropriate Food Bank Staff. 7) Develop and execute social media strategies that build traffic and engagement on San Francisco Food Bank websites. 8) Coordinate media visits, filming opportunities, spokesperson needs. 9) Manage and coordinate public service campaigns. 10) Establish and maintain relationships with the media, including newspapers, radio and television stations, as well as specialty magazines and trade papers. 11) Develop a speakers' program, preparing and placing the Executive Director and other speakers at meetings of civic groups, conferences, association meetings and other settings. Outline speeches for Executive Director and other staff. Develop staff skills for presenting and speaking on behalf of the Food Bank. 12) Work with the Marketing Manager to update and solicit photos for the photo archive as needed. 13) Track media activities and prepare periodic reports. 14) Other duties as assigned by the Executive Director. 

QUALIFICATIONS
One to three years of professional experience in media, journalism or public relations; B.A. in journalism, communications, media or related field; Established relationships with members of the media community in San Francisco a plus. Ability to nurture existing relationships while forging new ones; Well-organized; exceptional project and deadline management abilities; Ability to work effectively in a team setting, adapt easily, think creatively and be a problem solver; Strong interpersonal skills, interacting well with individuals (staff, volunteers, and clients) from a variety of socioeconomic backgrounds in a culturally diverse environment; Efficient using Microsoft Office and electronic publishing software; Valid Driver’s License; access to vehicle preferred.

Scholarship Opportunity from PRSSA

In September 2009, will you be a public relations junior or senior? If so, we invite you to participate in the $5,000 John D. Graham Scholarship competition, an award presented by the PRSA Foundation, Inc. and sponsored by Fleishman-Hillard International Communications.

Application requirements are described below. There is no limit to the number of applicants from a PRSSA Chapter in good standing, and applicants do not have to be affiliated with PRSSA.
Winners will be announced and the scholarship presented at the Annual Awards Ceremony during the PRSSA 2009 National Conference in San Diego.

Entries will be judged by a committee of public relations professionals who will select the scholarship recipient, and award two Honorable Mention certificates.

The PRSA Foundation currently awards 12 scholarships annually via six scholarship funds. The John D. Graham Scholarship is being given for the first time this year.

Eligibility

Candidates must be enrolled in programs of journalism, public relations studies, or courses preparing for careers in public relations, and in their junior or senior year of undergraduate studies.

AN OFFICIAL NOMINATION FORM MUST BE
1. Typed and completed by the candidate as directed, signed by the candidate, then signed by a Faculty, PRSSA or Professional Advisor. If not affiliated with a PRSSA chapter, it must be signed by a professor in your major. THE COMPLETED FORM MUST BE ACCOMPANIED BY
   
2. A letter of no more than two pages from either the Faculty, PRSSA or Professional Advisor, or a faculty member in your major, and
3. A signed statement of no more than 300 words from the candidate expressing his/her commitment to a public relations career and its ethical practice.
4. Also welcome, but not required, will be additional letters of recommendation (e.g. from internship employers, other educators), each no more than two pages.
5. Provide a one page resume. ALL MATERIALS
   
6. Must be typed and no materials other than those specified will be reviewed or considered by the judges (i.e., do not send work samples). DEADLINE
   
7. For the 2009 program, the Nomination Form, supporting letters and candidate’s statement must all be received by Monday, October 19, 2009. They should be addressed to:
   
   PRSSA
   John D. Graham Scholarship
   33 Maiden Lane, 11th Floor
   New York, NY 10038
   

Judging Criteria

• Academic achievement in public relations and overall studies
• Demonstrated leadership
• Practical experience, e.g. internships, other work/service
• Commitment to public relations, particularly as expressed in the candidate’s statement
• Writing skills as demonstrated by the student essay
• Letters of recommendation 
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Click here to go to PRSSA.org for the application