FAQ — 2012 Dues Increase

The Basics

What was passed?
The Leadership Assembly, a group of delegates appointed to represent the interests of all PRSA members, voted to increase the cost of PRSA dues in the regular membership category by $30. The proposal passed by a nearly 4-to-1 margin (209-to-53). It is the first time in 10 years that PRSA has increased the cost of membership.

What new or additional member benefits will I receive because of the dues increase?
With the added incremental revenue available from the dues increase, several new member benefits will be possible; most prominent among them are:

• Webinars included free with PRSA membership. PRSA will offer its entire catalogue of professional development webinars to its members — for free — starting in 2012. This represents nearly $2,000 in annual savings for members who currently participate in one PRSA webinar per month. It’s also consistent with the findings of PRSA’s 2011 Membership Value Perception and Satisfaction Survey, which confirmed the high value our members place on free webinars.

• To aid our local Chapters, PRSA will develop webinars exclusively for Chapter use in creating local professional development programs. This new benefit also will aid our Chapters’ local recruiting efforts: By making the total cost of PRSA membership competitive with the non-member cost to view a single PRSA webinar, the small price difference will encourage non-members to become PRSA members.

• Loyalty programs to reward PRSA’s most-involved members. PRSA is planning to create and implement loyalty marketing programs based on member involvement. These cross-channel programs will facilitate the engagement, retention and growth of PRSA’s member base and, by improving the value proposition of PRSA membership even further, also will aid in Chapter and Section recruiting efforts.

These are just some of the potential new member benefits we’re planning. The additional revenue realized through a dues increase also will be used to reinvest in the Society, by exploring new product and service offerings, such as new programming for senior professionals; creating enhanced delivery systems, such as digital publications, a mobile version of PRSA’s website and eLearning platforms; and modernizing key infrastructure.

Please also keep in mind that a portion of the dues increase revenue is necessary just to offset the financial shortfall that is currently projected for 2012.

How was the amount of the increase determined?
A Business Model Task Force appointed by the Board of Directors analyzed financial and membership trends, comparative data from other industry associations, sponsorship trends and the evolution of PRSA’s product and service offerings. It recommended a dues increase of up to $50 in the price of annual PRSA membership dues for the regular member category.

On that basis, the Board of Directors voted to propose a motion to increase the cost of regular PRSA membership dues by $30, to $255 annually.  The Board felt that a $30 increase would show deference for the current economic climate, while still allowing PRSA to achieve its financial goals.

When will the dues increase go into effect?
The dues increase will go into effect for individuals who renew or initiate PRSA membership on or after Jan. 1, 2012.

Members who renew (regardless of their renewal date) or initiate PRSA membership by Dec. 31, 2011, will still receive one additional year of membership at the 2011 base membership rate of $225. This rate may not be used to pre-pay multiple-year memberships, however.

Why did PRSA pursue a dues increase?
In 2010, PRSA engaged a Business Model Task Force to evaluate the Society’s 2011 financial forecast and budget, and make recommendations for ways to maintain the Society’s financial health in future years. The Business Model Task Force analyzed financial and membership trends, comparative data from other industry associations, sponsorship trends and the evolution of PRSA’s product and service offerings.

The Task Force concluded that PRSA would be unable to balance its operating budgets beginning in 2012, without increasing the cost of membership or making cuts to products, services and Member benefits.

Rather than undertake further cuts that could put Member value at risk, the Task Force recommended an increase in the cost of PRSA Membership. The Task Force’s rationale in making its recommendation was fairly straightforward:

• PRSA had not increased the cost of its membership dues in 10 years, even though the cost of doing business has risen over that time.
• Membership dues, which account for approximately 50 percent of PRSA’s revenue, had remained steady, but other revenue streams, such as professional development and Jobcenter, had declined.
• Over that same 10-year span, PRSA increased the scope and number of benefits it delivers, and member satisfaction is high.
• PRSA also has been diligent about finding new ways to diversify its non-member revenue sources, and already has cut $1.5 million in operating expenses from its budget.
• An increase in the cost of membership will enable continued reinvestment in the Society.

When did PRSA last increase member dues?
PRSA has not increased the cost of member dues since 2002. Complete historical information on the cost of PRSA member dues can be found here. 

Why hasn’t PRSA increased its member dues before now?

Over the past nine years, PRSA has consistently been able to meet its financial goals by aggressively controlling costs and by diversifying its non-member revenue sources. This year, however, stagnant revenue streams, increased business costs and economic factors, such as decreased corporate spending on training and professional development, will prevent PRSA from achieving its financial goals. Without an increase in the cost of member dues, this situation could worsen in 2012 and beyond.

Will the cost of PRSA membership go up every year from now on, or is this a one-time dues increase?
Currently, there are no plans for a subsequent increase beyond the one currently being proposed.  It’s difficult to say with certainty how long the dues increase may forestall a subsequent increase; variables including the economy, technological advances, dues and non-dues (including sponsorship) revenue trends and the evolution of PRSA’s product and service offerings all will impact how that question is answered.

The Business Model Task Force did recommend that the Board of Directors consider proposing an annual dues adjustment tied to an inflationary measure, such as the Consumer Price Index. At this time, the Board of Directors has decided not to propose a mechanism to automatically increase dues each year.

Why wasn’t I given a vote?
PRSA’s Bylaws give the authority to set the Society’s dues structure to the Leadership Assembly, which is a group of approximately 300 delegates appointed to represent the interests of all PRSA members. Each PRSA Chapter, Section and District, as well as communities such as the College of Fellows, are represented in the Leadership Assembly. If you belong to one of these PRSA communities, hopefully your elected leadership engaged you in a discussion about the dues increase and solicited your opinions on it. The collective views of your community are then represented by your Leadership Assembly delegates.

Why did Assembly Delegates approve the increase? 
PRSA’s goal is to lead the profession by best serving its members. Unless PRSA increases its membership dues beginning in 2012, the Society may be unable to balance future budgets without cutting certain products, services or other member benefits, or tapping its net assets (“reserves”). Left unattended, the situation could worsen in 2013 and beyond.

Rather than put membership value and the Society’s financial well-being at risk, the Leadership Assembly voted to approve this one-time increase in the cost of dues for the regular membership category.

Why haven’t I heard about this before?
PRSA has invited — and encouraged — all members to participate in the discussion surrounding the proposed dues increase. We have stimulated debate by providing information on the homepage of our website, in the MyPRSA message forums, PRSAY blog, the PRSA Facebook and LinkedIn groups, emails and articles that appear in PRSA’s print and online publications. In addition, each National Board Member has reached out directly to Chapter, Section and District leaders to discuss the dues increase and to provide turnkey information that can be used to communicate with their members.

Background information on the dues increase remains available here.

What is the process for repealing the increase?
The only way in which the dues amount may be increased or lowered is via a motion by the Board of Directors, which would need to be approved by a majority of the Delegates at the annual Leadership Assembly meeting.

More information on the PRSA Leadership Assembly and other governance matters can be found here. 

Can I resign my National Membership in favor of Chapter-only Membership?
No. You must first join PRSA National, before joining a PRSA Chapter or Section.

I get most of the value from PRSA from my local Chapter. Why do I need to pay more for National dues?
PRSA Chapters are a tremendous resource and consistently rank among the most highly valued assets among our members. However, the value Chapters offer would not be feasible without constant financial and operational support from PRSA National. Aside from the major intangible benefits available to all PRSA members — the Code of Ethics, a national advocacy program, educational and professional development seminars, the PRSA International Conference, and others — there is significant infrastructure support involved in managing a Chapter.

Without PRSA National to help offset the costs of this infrastructure, some Chapters would not exist and others would be hampered in their ability to serve members. The relationship between PRSA National and Chapters is a mutually-beneficial partnership, and one that needs to remain intact in order to advance the value of PRSA and advance every member’s value as a public relations professional.

More information on the value of PRSA National can be found here.

What will happen if I’m unable to afford the cost of membership? 
For those members who cannot pay their dues in full, PRSA offers a variety of affordable and convenient membership payment plans. For example, the Quarterly Payment Program allows current members to pay their PRSA National and Professional Interest Section dues in four quarterly payments.

Additionally, PRSA offers a Hardship Program for professionals who have been a member for three or more years and are currently unemployed or temporarily disabled.

Questions regarding the PRSA Quarterly Payment Program or the Hardship Program can be answered by PRSA’s Member Services Department at (212) 460-1400 or membership@prsa.org.

Member Services

How will this affect my chapter membership dues?
Each Chapter sets its own membership dues; therefore, the cost of Chapter membership will not be affected by the increase in the cost of National dues.

Are there any renewal promotions?
Members with renewal dates in 2012 are eligible to pre-pay for an additional year of membership at the 2011 base membership rate of $225, provided they do so by Dec. 31, 2011. This rate may not be used to pre-pay multiple-year memberships, however. For details, login to your MyPRSA account.

Does the dues increase affect all PRSA Members?
The dues increase affects only those individuals in the regular membership category. It will not affect Group Memberships, one- and two-year Associate Members, PRSSA Graduate Associate Members, Graduate Associate Members or Retired Members. If you’re unsure whether or not you’re affected, please contact membersupport@prsa.org. We will be able to offer more guidance.

Does the dues increase affect Section Members?
Section dues are not affected by the increase.

How can I reach someone directly to discuss the dues increase?
Our dedicated email address for all membership related matters is membersupport@prsa.org.

How do I get a refund on my membership dues?
Because the full range of PRSA products and services are available to Members immediately upon joining or renewing, PRSA dues are non-refundable. You can read more about our refund and billing policies by visiting our Membership Frequently Asked Questions.

How do I cancel my membership?
You may cancel your membership at anytime by contacting PRSA Member Services at (212) 460-1400 or membership@prsa.org. If you have received a renewal notice, you may mark it “CANCEL” and return it via the U.S. Postal Service.

Combating Costs

What are you doing to contain costs?
PRSA cut $1.5 million in operating expenses from the PRSA budget over the past two years. Specific cost-control measures have included staff reductions, a salary freeze, realization of cost and operational efficiencies, elimination of underperforming products and services, reducing board travel and cutting sales and marketing expenditures.

What is being done to identify possible new sources of revenue?
In 2008, the PRSA Board created a Non-Dues Revenue Task Force to research and analyze all possible revenue sources available to PRSA outside of dues paid by members. This task force performed its work during 2009 and concluded that PRSA already employs all significant means of revenue streams and that no material opportunities are being overlooked.

Who vets the Society’s Finances?
The Society’s finances are reviewed by a Finance Committee appointed by the Board of Directors, all of whom have a fiduciary responsibility to the Society. In addition, PRSA’s financial statements are reviewed each year by independent, external auditors. PRSA’s external auditors have consistently found PRSA’s finances to be presented fairly and without material misstatement. Finally, PRSA posts its financial statements online, for individual members to review.