Frequently Asked Questions and Answers

PRSA responds to questions throughout the year from our members. For your convenience, we have assembled and posted our answers to these questions. If you have any additional questions, please let us know and we will make every effort to answer them as soon as possible.

Q. What is the Public Relations Society of America?

A. Chartered in 1947, the Public Relations Society of America (PRSA) is the pre-eminent public relations organization in the world. Of foremost importance to the Society is the role of members and what we provide for them — more than 32,000 individuals, organized into more than 109 Chapters, along with more than 285 Public Relations Student Society Chapters, social interest Affinity Groups and 19 practice-specific Professional Interest Sections. PRSA members represent business and industry, technology, counseling firms, sole practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations, making it possible for PRSA to advance the public relations profession and the public relations professional. By supporting PRSA, each member builds value, demand and global understanding for the profession.

Q. Where is PRSA located?

A. PRSA headquarters is located in the downtown Manhattan Financial District of New York City. The office is a modern space of 22,000 square feet featuring an expanded Professional Resource Center and a state-of-the-art Professional Development Center for in-depth onsite seminars and teleseminar broadcasts, with future plans for Internet broadcasts.

Mailing Address:

Public Relations Society of America
33 Maiden Lane, 11th Floor
New York, NY 10038-5150
Phone: 212-460-1400
Fax:   212-995-0757

Web Address:
http://www.prsa.org

Headquarters Staff:

The staff, under the direction of President and COO William M. Murray, implements the board's policies and programs as set in the overall strategic plan, and provides assistance to members, Chapters, Districts, Sections, Affinity Groups and other PRSA constituencies.

Q. May people visit PRSA's headquarters?

A. Members and visitors are welcome to visit PRSA’s offices; however, they should call prior to their visit so the appropriate security clearances can be made.

Q. How does PRSA define public relations?

A. PRSA has adopted the following definition of public relations: Public relations helps an organization and its publics adapt mutually to each other.

In this definition, the essential functions of research, planning, communications and evaluation are implied. Key words are “organization,” rather than the limiting implication of “company” or “business,” and “publics,” which recognizes that all organizations have multiple publics from which they must earn consent and support.

Q. Who are the members of PRSA?

A. Members join as individuals, not as companies or organizations, and represent business and industry, technology, counseling firms, sole practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations.

Q. What are PRSA’s core areas of focus for the public relations profession and the professional?

A. PRSA advances the public relations profession and the public relations professional in three core areas:

I. Advancing the Profession — Seeks to move PRSA decisively toward the goal of emerging as the leading voice of our profession and the embodiment of ethical, credible public relations, as well as to establish the PRSA Foundation as the leader in public relations research and educational initiatives.

II. Advancing the Professional — Focuses on the needs of our members in a changing global marketplace, including research, programs and services that will help them succeed and gain recognition for their accomplishments, within and outside the profession.

III. Advancing the Society — Articulates and supports the PRSA brand, outlining measures to insure a strong, viable financial and organizational structure as well as enhanced relevance and value to members, especially through our Chapters.

Q. What is the organizational structure of PRSA?

A. Membership:

Membership in PRSA is individual, not by organization. PRSA offers two categories of membership: Member and Associate Member. Each category has specific requirements for membership eligibility. To qualify for membership, an individual must devote a substantial portion of time (at least 50 percent) to the paid professional practice of public relations or to the teaching or administration of a public relations curriculum in an accredited college or university, and adhere to the PRSA Member Code of Ethics.

Click here for details about membership.

Chapters and Districts:

The Society is composed of more than 109 Chapters grouped in 10 geographical Districts. Each Chapter has its own officers and board of directors. Chapter representatives within each District elect a District chair who serves as a liaison with the Chapters, national board of directors and headquarters staff.

Participation in a Chapter provides a valuable connection to the local business and public relations market. Chapters offer professional development programs that facilitate education and networking, awards programs that recognize outstanding achievements, and business building opportunities that strengthen the role of the profession.

Board of Directors:

The 17-member board of directors manages and controls the business affairs of the Society and of the PRSA Foundation.  Board members are Accredited PRSA members, elected by the PRSA Assembly at its annual meeting; and ex officio the Immediate Past President of the Society.  Each District is represented on the board by at least one director, while two directors serve in an at-large capacity.

Leadership Groups:

PRSA committees and task forces, appointed by the board of directors, provide guidance and direction at the policy-making and operational levels of the Society.

Professional Interest Sections:

PRSA's 19 Professional Interest Sections provide opportunities for members to participate in practice-specific information exchange, professional development and networking in the following specialized areas of public relations practice:

• Association/Nonprofit
• Corporate
• Corporate Social Responsibility
• Counselors Academy
• Counselors to Higher Education
• Educators Academy
• Employee Communications
• Entertainment and Sports
• Environmental
• Financial Communications
• Food and Beverage
• Health Academy
• Independent Practitioners Alliance
• International
• Military and Public Safety
• Multicultural Communications
• Public Affairs and Government
• Technology
• Travel and Tourism

Affinity Groups:

PRSA’s Affinity Groups are groups that are based on personal, job-related or social interests. These groups are similar to the Professional Interest Sections, but with a more social focus.

The PRSA Foundation:

Founded in 1990, the PRSA Foundation is committed to the development of programs to advance public relations research and education, and to the encouragement of contributions from all those who stand to benefit from advancements in the profession. The PRSA Foundation is a 501(c) (3) organization.

Each year, the Foundation sponsors several awards and scholarships, including the J. Carroll Bateman Case Study Competition, Multicultural Affairs Scholarships and the Betsy Ann Plank/PRSSA Scholarships.

In 2006, the PRSA Foundation redefined its mission to support the public relations profession through fund raising for public relations research, academic programs, diversity initiatives, career education and scholarships.

Q. Do PRSA and its members adhere to a set of professional standards?

A. PRSA membership requires that individual members adhere to the principles of the Society’s Member Code of Ethics. In abiding by this Code, each PRSA member fulfills an individual responsibility to make the public relations profession worthy of public confidence. The Society’s Board of Ethics and Professional Standards monitors adherence to the Code.

Q. How does PRSA provide for the educational and research needs of its members?

A. The Society’s programs and services are designed to help members develop their knowledge and competence at all career levels, beginning with the Public Relations Student Society of America (PRSSA) for college undergraduate and graduate students, and continuing with a progression of workshops and seminars for more experienced public relations executives.

PRSA's higher educational activities are guided nationally with the advice of educators from colleges and universities throughout the country. PRSA is an affiliate member of the Association for Education in Journalism and Mass Communications, and is represented on the Accrediting Council on Education in Journalism and Mass Communications. The Society participates in the Accrediting Council on Education in Journalism and Mass Communications program for accrediting units in journalism and mass communications, including public relations, in colleges and universities.

Q. Does PRSA provide certification for university undergraduate public relations programs?

A. Through the Educational Affairs Committee, PRSA provides a certification review process for university undergraduate public relations programs. In 1989, the Certified in Education for Public Relations (CEPR) program was established to offer colleges and universities the opportunity for review and endorsement of their public relations education program. CEPR is a voluntary program.

Q. Does PRSA offer professional development opportunities for its members?

A. PRSA is committed to providing professional development opportunities for public relations practitioners at all career levels. Professional development resources, including onsite seminars and workshops, the annual International Conference, teleseminars, on-demand programming and publications are available to help members improve their public relations knowledge and skills, build their careers and better serve their organizations and clients.

To find the wide range of conferences, seminars and teleseminars, go to the Calendar of Events. The most current list of programming is divided into seven categories for easy identification: APR Examination Preparation;  Communication Planning & Evaluation; Management & Leadership; Media Relations; Relationship & Reputation; Techniques & Tactics; Technology & Emerging Trends.

Q. What is the Professional Resource Center (PRC)?

A. The Professional Resource Center (PRC) gives members access to PRSA’s vast knowledge repository, where they can search for and retrieve answers to their most challenging PR research questions from our proprietary electronic database of full-text articles from PRSA’s award-winning publications, PR Tactics and The Strategist, and hundreds of Silver and Bronze Anvil winning case studies.

PRC Search includes:

• Full-text articles from PR Tactics and The Strategist 
• Two-page outlines of Silver Anvil Award entries that summarize research, planning, execution and evaluation of previously conducted public relations campaigns from 1970 to the present.
• One-page outlines of Bronze Anvil Award entries, stating the objectives, audiences, budget and results for previously conducted public relations tactics.

Articles and Cases can be identified:

• By Practice Area — Crisis Management, Internal Communications, etc.
• By Industry — Food/Beverage, Sports, etc.
• By Communications Channel — Press Releases, Internet, etc.
• By searching any word or phrase — locate precise information regarding a company, product or person; or use the powerful search engine to combine a category and a “free text” search.

Reference/Research Services:

PRSA’s Professional Research Center’s staff of professional librarians is available to assist you with your public relations and related information needs.

Q. Is the Professional Resource Center available to the media?

A. Yes. The media must first register and log in through www.prsa.org in order to use the Society’s PRC Search (the database for PRSA’s publications, Public Relations Tactics and The Strategist, and case studies from Silver and Bronze Anvils) for complimentary access.

Q. What is PRSA’s Accreditation Program?

A. Accreditation in Public Relations (APR) is a voluntary certification program for public relations professionals, administered by the Universal Accreditation Board.

The Universal Accreditation Board (UAB) oversees the Accreditation program and provides a balanced blend of backgrounds in a number of public relations specialties. This group of senior-level Accredited members meets several times a year. 

The program originated in 1964 and was administered by PRSA until 1998, when the Universal Accreditation Program was formed to administer the Examination. The public relations organizations that are members of the Universal Accreditation Program include the Agricultural Relations Council, Florida Public Relations Association, Maine Public Relations Council, National School Public Relations Association, Public Relations Society of America (PRSA), Religion Communicators Council, Southern Public Relations Federation, Texas Public Relations Association and Asociación de Relacionistas Profesionales de Puerto Rico (Puerto Rico Public Relations Association).

Day-to-day operations are administered at PRSA headquarters. Responsibilities of the Universal Accreditation Board include the following:

• Developing and implementing policy for the program
• Developing and maintaining the Examination for Accreditation in Public Relations
• Reviewing appeal cases
• Granting Accreditation
• Granting Accreditation

Q. What is the APR?

A. Accreditation in Public Relations (APR) is the mark of distinction for public relations professionals who demonstrate their expertise and their commitment to the profession and its ethical practice.  Candidates for APR generally have five years of professional experience. The Examination process includes submitting an application, preparing, advancing from a “Readiness Review” and passing a computer-based Examination.

For maintaining the APR credential, a member must remain a member of one of the participating organizations in the Universal Accreditation program and earn maintenance points every three years.  There is a small fee for maintenance.

Q. As a member of PRSA, what are the benefits and services I receive?

A. PRSA offers many valuable benefits to help its members advance their careers. To learn more, visit “10 Reasons to Be a PRSA Member.”  For details on existing and new benefits, click here.

Q. What is the difference between joining as an Associate and joining as a Member?

A. Regular membership is for those with two or more years’ experience. Associate membership is for those with two years experience or less, including graduating members of our student Society, PRSSA. Full-time graduate students in a program related to or in public relations are also eligible for Associate membership. Associate members pay reduced dues and receive all member benefits. Click here for more information.

Q. Do you offer corporate or company memberships? Can we join as a group?

A. PRSA offers individual memberships. We also offer a group membership program for ten or more individuals joining from the same organization. The memberships are still individual ones but they are transferable between employees of the organization, and the members receive all membership benefits. Click here for more information. 

Q. I work in a business that is an affiliate to public relations. Can I become a member?

A. To qualify for membership, you must devote a substantial portion of time (at least 50%) to the paid professional practice of public relations or to the teaching or administration of public relations curriculum in an accredited college or university. If your work meets those criteria, you are eligible for membership. Click here for more information. 

Q. I already attend the local PRSA Chapter functions as a nonmember. Why should I join PRSA?

A. As a member of PRSA National, you receive a wide range of benefits and services: publications; discounted rates for seminars, conferences, teleseminars; networking opportunities; access to the Professional Resources Center; and special “members-only” offers, just to name a few.

Q. Can I join a PRSA Chapter only?

A. To be a PRSA Chapter member you must also be a member of PRSA National. Click here to join.

Q. Do you have reduced rates for employees of nonprofit, government or educational organizations or the military?

A. Unfortunately, we do not.  However, we offer several membership promotions each year that allow new members to save money when they join. These promotions are posted on our home page at www.prsa.org when they are offered.

Q. Do you have special rates for someone who is unemployed?

A. No. However, you can choose to pay your National dues on a quarterly basis. Click here for more information on this option. You can enhance your job search by networking with other PRSA members, so it pays to keep your membership active.

Q. What should I do if I have problems logging on to MemberNet or if I have other technical problems?

A. If you’re experiencing technical difficulties with either MemberNet or the PRSA Web site, contact our Technical Help Desk at helpdesk@prsa.org, or by calling 212-460-1484 to speak with a technician between 9:30 a.m. and 5:30 p.m. EDT, Monday - Friday.

Q. How do I change my Chapter affiliation if I move?

A. Call us at 212-460-1490 and we will notify your current and new Chapter. Chapters are not required to refund unused portions of dues.

Q. How do I find the nearest Chapter in my area?

A. PRSA has more than 100 Chapters across the United States. Click here to find a Chapter near you.

Q. Are dues prorated or is membership on a calendar year or anniversary date?

A. Dues are not prorated and are calculated on the date you join — the anniversary date.

Q. Who qualifies for retired member status?

A. To qualify for “retired member” status, you must be in good standing for at least five years and spend less than 50 percent of the time working. Dues are $50 per year. Contact membership@prsa.org for more information or to be switched to this status.

Q. Can I put my membership on hold instead of dropping it?

A. There is no hold on membership, but you can drop your membership and reinstate it later for a small reinstatement fee ($35). However, membership dues are not refundable in full or in part.

Q. Do I lose my Accreditation in Public Relations (APR) if I drop my membership?

A. A PRSA member who is Accredited and who resigns membership cannot use the Accreditation identification. Upon reinstating his/her membership in any participating organization of the Universal Accreditation Board (UAB), Accreditation status is automatically reinstated. Click here for a list of UAB participating organizations.

Q. When can one lose his or her PRSA membership?

A. A member may lose his or her PRSA membership by failing to renew, either intentionally or through oversight. A member may also be suspended or expelled under the PRSA By-laws for conviction of, or a plea of “no contest” to, a “felony or misdemeanor related to the conduct of the public relations profession or involving moral turpitude.” Also, the PRSA Board of Ethics and Professional Standards may recommend expulsion from PRSA membership for those who have been sanctioned by a government agency

Q. When can one’s Accreditation in Public Relations (APR) be suspended or revoked?

A. Loss of the APR designation may occur if qualifying membership is not maintained or as a result of misuse of the APR mark.

The APR designation is automatically suspended when membership in PRSA or another organization qualifying under Universal Accreditation Board (UAB) rules lapses due to intentional or unintentional failure to renew, and is reinstated when membership is restored. Also, the APR designation may be lost upon suspension or revocation of PRSA membership under criteria set out in the PRSA By-laws (see When can I lose my PRSA membership?, above).

In addition, the APR designation may be revoked for the improper use of accreditation under the Guidelines for Using your APR. The guidelines are maintained by the UAB, which makes determinations on APR revocation.

Q. Can I pay for my membership online?

A. Yes, new and renewing members can pay online — click MemberNet login at www.prsa.org. Former members and those whose membership recently lapsed can reinstate their membership online as well by completing a new application, or by contacting Member Services at membership@prsa.org or at 212-460-1400.  You may also fax your application (212-995-0757) or mail it t Public Relations Society of America, 33 Maiden Lane, 11th Floor, New York, NY 10038-5150.

Q. Does PRSA produce publications for its members as well as for nonmembers?

A. PRSA produces two primary trade resources:

The Public Relations Strategist addresses senior management and public relations executives in business, government and the nonprofit sector. With an emphasis on strategic planning, the magazine takes a hard look at the crucial role public relations practitioners play in the long-term success of the organizations and clients they serve.

Public Relations Tactics is an award-winning monthly newspaper packed with timely, how-to information. The lively, four-color tabloid features short, snappy articles written by seasoned professionals that help PR professionals improve their job skills and advance their careers.

Both PR Tactics and The Strategist are available online at www.prsa.org.  However, while PR Tactics and The Strategist Online may publish content from the print version, not every article is made available from each issue. PRSA members may find full-text PDFs of articles through the PRC Search under the MemberNet area.

PR Tactics and The Strategist Online welcome trends and how-to articles that help advance the PR profession and the professional. Links to items that members think might be of interest to other PR professionals may also be submitted.

While we do accept press releases, we do not publish information related to new agency wins, awards, new hires, promotions, or PRSA Chapter awards and events. We may wish to publish news of executive-level career moves.

In addition, PR Tactics and The Strategist Online will publish national PRSA news and Advocacy Alerts. For all other PRSA-related news, please visit the PRSA Media Room.

Q. Does PRSA have an awards/recognition program for its members and the profession?

A. PRSA recognizes excellence in public relations through a variety of awards programs. As the major force in the professional development of today's public relations practitioners, PRSA's recognition efforts are directly linked to our mission of “uniting and encouraging those engaged in the profession.”

By elevating “best practices” and increasing the visibility of professional role models, the Society strives to encourage the highest standards of practice and public service.

National Awards and Recognition:

The Silver Anvil Award
The Silver Anvil Award, symbolizing the forging of public opinion, is annually bestowed on organizations that have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness. Silver Anvil Awards recognize complete public relations programs and its recipients must meet the highest standards of performance in the profession.

The Bronze Anvil Award
The Bronze Anvil Award was created to recognize outstanding public relations tactics, i.e., the individual items or components of programs or campaigns. Judged by professional peers, the winning entries are based on content, creativity, and quality of presentation, technical excellence and appropriateness for the target audience.

Annual Individual Awards:

The Gold Anvil
The Society’s highest individual award is presented to a public relations practitioner and PRSA member whose accomplishments have made a major contribution to the profession.

Public Relations Professional of the Year Award
Recognizes the very best public relations work by an individual for the year.

The Patrick Jackson Award for Distinguished Service to PRSA
This award is intended to recognize a member who has significantly contributed to advancing PRSA from the Chapter to national levels and who has furthered the Society by inspiring fellow practitioners both professionally and personally.

The Outstanding Educator Award
Recognizes a PRSA member who has made a significant contribution to the advancement of public relations education through college or university teaching.

The Paul M. Lund Public Service Award
Given to a PRSA member whose participation as a volunteer in important public relations activities has increased the common good and reflected credit on the Society.

Atlas Award for Lifetime International Achievement
The Atlas Award recognizes a public relations practitioner who has made extraordinary contributions to the practice and profession of public relations on a global scale over the span of his or her career. The recipient need not be a member of PRSA.

Q. What is the College of Fellows?

A. The College of Fellows honors seasoned practitioners and educators who have made significant contributions to the public relations profession. For admission to the College of Fellows, an individual must:

• Be a currently Accredited PRSA member;
• Have provided the highest examples of public relations practice;
• Have practiced 20 years or more;
• Have demonstrated superior capability as a practitioner;
• Have advanced the state of the profession; and
• Have exhibited personal and professional qualities that serve as a role model for other practitioners.

The College of Fellows Mentoring Program plays a significant role online and in person, helping and counseling public relations professionals in all facets of public relations practice.

Q. What is the Public Relations Student Society of America?

A. In 1968, PRSA founded the Public Relations Student Society of America (PRSSA). The purpose of PRSSA is to cultivate a favorable and mutually advantageous relationship between students and professional public relations practitioners.

PRSSA fosters the following:

• Understanding of current theories and procedures of the profession;
• Appreciation of the highest ethical ideals and principles;
• Awareness of an appropriate professional attitude; and
• Appreciation of Associate membership in PRSA and eventually Accredited membership.

Today, PRSSA (www.prssa.org) has more than 9,600 members in 285 Chapters on college campuses across the country.

Q. What is the Global Alliance for Public Relations and Communication Management (GA)?

A. As stated on its Web site, the mission of the Global Alliance for Public Relations and Communication Management is:

• To unify the profession by linking together all the national public relations and communication management associations as well as regional, specialty and international associations;
• To provide a framework for discussions and consensus based on the definition of professional standards and to share resources for the benefit of the professional community;
• To leverage the work of associations and institutes for the benefit and growth of our member associations and institutes and their members; and
• To become the authoritative global voice on public relations matters and to work in the public interest for the benefit of the profession.

OTHER:

Q. Does PRSA provide information about job opportunities for PR professionals?

A. Whether you are looking for a new position, a qualified professional to fill a position, or to start your own firm, PRSA has career resources through its fully-searchable JobCenter.

For job seekers, the JobCenter provides a listing of open public relations positions in the United States by state.  PRSA members may post their résumé online for free; nonmembers may post their résumé for $40 for three months.

For employers who would like to post a job, both members and nonmembers need to register for a JobCenter login and password. An account allows posting new openings, editing current listings and storing more than 30 résumés from the PRSA résumé bank. A job opening will be online no more than two business days after it is submitted and will stay online for 30 days. Click here for pricing information.

Q. Where are the next cities to host the International Conference?

A. The PRSA International Conference will be in Philadelphia in 2007, Detroit in 2008 and San Diego in 2009.

Q. Is advertising permitted on the PRSA Web site and in PRSA printed publications?

A. Advertising on the PRSA Web site and in publications is permitted. However, PRSA reserves the right to review all advertising, which allows consideration of conflicts of interest and other competitive issues prior to publication.  For more information, contact advertising@prsa.org or call 212-460-1418.

Q. What is PRSA’s financial status?

A. PRSA’s finances are healthy. The Society’s membership has grown steadily in recent years, and has steadily increased its reserves to provide a safety cushion and the opportunity for future investments. 
PRSA’s sixth straight year of financial growth was marked in 2006. Revenues, reaching near the $12 million mark, increased 12 percent over 2005. This success was led by significant increases in membership, professional development programs and our student society's membership and programs, each recording their highest level of an annual income in PRSA’s history. For the sixth consecutive year, the Society exceeded its financial policy goal of growing net assets by at least 1 percent of the annual operating expense plan.  At the end of 2006, Unrestricted Assets were more than $2.8 million,  another record high, which allows PRSA to reinvest in products and services that enhance member value.

A. In order to continue to grow and offer enhanced member benefits and services, PRSA—like all not-for-profit organizations—must generate income each year to reinvest in programs and services  By generating income, PRSA operates with improved liquidity which allows the organization to reinvest in essential programs and services.  The trade and professional association industry average is to have reserves that cover just over six months of operating expenses and PRSA is continuing to work toward this goal. 

Q.  Is PRSA bound by the Sarbanes-Oxley Act of 2002?

A.  Although not required by law (with the exception of two provisions), PRSA is committed to supporting the principles of the federal Sarbanes-Oxley Act of 2002 (SOX).  PRSA follows Generally Accepted Accounting Principles (GAAP) and has, for many years, engaged independent CPA firms, that have been peer-reviewed by the American Institute of Certified Public Accountants, to audit and comment on PRSA’s financial statements and internal financial management controls.

In addition to the two required areas of compliance for all corporate entities — whistle-blowing and document destruction — the Society has implemented practices that, as a not-for-profit organization, it is not bound to do by SOX yet the leadership believes are important.  For instance, PRSA strengthened the structure and heightened the responsibility of its Audit Committee that oversees the activities of external auditors and internal control procedures. Additionally,  PRSA’s financial policies and procedures periodically undergo a full review.

For continuous oversight and understanding of PRSA, Audit Committee members serve two years with alternating year replacements. The Audit Committee — all with knowledge and experience in financial matters — reports directly to the Society’s Board of Directors and meets in closed session with its CPA firm annually to assure that auditors can be candid.

PRSA also has adopted a conflict of interest policy that is annually acknowledged and signed by all key leaders as well as all staff members.

Q. What process does PRSA follow in preparing audited and un-audited financial statements?

A. According to generally accepted accounting practices and independent CPA audits, PRSA’s financial statements are prepared annually after the business year is closed. Prior to the annual audit, the audit committee meets with the CPA firm to understand the plan of action and the auditing process. Once the auditor signs off on the financial statements, a subsequent meeting with the audit committee is held in which the auditor reviews the results and any relevant business issues. Afterward, the financial report is reviewed by the board of directors (usually at the April board meeting). PRSA then makes the audited report available on MemberNet.

PRSA also prepares quarterly un-audited financial reports, which are sent to the treasurer and finance committee. The reports are submitted to the board in conjunction with its quarterly meetings, and the un-audited financials are posted on MemberNet subsequent to the board meetings.

The treasurer then presents a full report on PRSA and PRSA Foundation financials at the National PRSA Assembly meeting.

Q. Does PRSA use acceptable accounting treatments in regards to deferred dues as confirmed by previous and current external auditors?

A. Yes, PRSA gives proper value to deferred dues in PRSA’s balance sheet, following guidelines set by the accounting profession. Dues payments to PRSA are nonrefundable, and as accounting standards dictate it is perfectly acceptable to book nonrefundable revenues upon receipt. PRSA’s outside auditors support the Society’s treatment of recognizing income. 

Q. Was there a change from prior years in the treatment of administrative cost in the 2004 PRSA audited financial statement?

A. All PRSA administrative costs are accurately shown in the budget. The presentation of administrative costs was changed to improve the clarity of disclosure in the 2004 and 2003 audited statements. Prior to 2004, PRSA allocated administrative expenses among various functional areas in a supplementary schedule to the financial statements. Administrative costs are now shown as a separate, all-inclusive line item on the Statement of Revenue Expenses and Changes in Net Assets. As a result, members can now see all administrative costs in one place, track changes year-to-year and have a transparent window into overhead.

Q.   Is the salary of the president and COO of PRSA available to the members?

A.   The salary of the PRSA President and COO becomes a matter of public record when it is released annually as required by federal law. As an organization exempt from federal corporate income tax, PRSA is subject to the federal tax law provisions that require disclosure of certain compensation information on tax returns that are available for public inspection.  The current PRSA President and COO, William M. Murray, joined PRSA in January 2007;  his 2007 compensation will be included on the 2007 PRSA Form 990 that will be filed in 2008.  Disclosing the President’s salary as part of the PRSA’s Form 990 filing, as required by law, provides an overall context with which to view the organization and employee compensation.

Q. What opportunities were available to PRSA in moving to downtown Manhattan in June 2004?

A. PRSA had the opportunity in 2004 to contribute to the downtown redevelopment effort in New York City that resulted from the activities following Sept. 11, 2001. In considering potential business locations, PRSA completed an assessment of 25 cities across the United States. After a thorough review, downtown New York City was determined to be the best relocation option. Incentives offered by the State of New York and other agencies to bring businesses back to the area and the commitment PRSA had in playing a role in re-energizing the downtown community were key factors.

The 2004 Board of Directors voted on and passed a resolution in favor of the new lease agreement. On numerous occasions PRSA leadership was updated on the status of the headquarters relocation project and in June 2004, PRSA moved into its new headquarters. In accordance with the Society’s lease term’s incentives for its headquarters at 33 Maiden Lane, rent payments did not begin until March of 2005. (The lease agreement calls for increasing rent in future years and a “rent holiday” in the beginning of the lease.)

Proper accounting requires booking rent expense from this type of operating lease on a straight-line basis, not on a cash payment basis. Thus, PRSA builds up a “deferred rent” amount on the Society’s balance sheet, representing the arithmetical difference between the average expense that the Society books and the actual amount paid — a balance that will eventually decrease when future rental payments become higher than the straight-line average booked.

The timing of this move was advantageous. Today, other businesses in the area are paying rents that are much higher than PRSA’s current and future payments. In addition, the construction activities within a mile of PRSA’s headquarters are skyrocketing. There are 20 major construction projects involving nearly 50 government agencies, private developers, public utilities and contractors employing 15,000 construction workers and spending $22 billion within a single square mile of Battery City Park.

Q.  Why did PRSA put its member directory into an online format?

A.  PRSA provides its members with the most current information and updates. To do so, like many membership organizations these days, PRSA converted from a traditional print directory to an online member directory in 2006.  In addition to conserving financial resources, by putting the member directory online and limiting access only to members of PRSA, the Society can better protect the privacy of its members and prevent the member directory from being misappropriated as a direct-mail or telephone solicitation tool.  In addition, an online member directory is linked to the PRSA active database, so that members get up-to-the minute contact information drawn from the database, rather than the outdated, up to year-old information which would be found in a printed directory.

Q. Has PRSA’s Advocacy Advisory Board spoken out on or taken a position on any recent relevant issues?

A. Since the Advocacy Advisory Board’s founding in 2003, PRSA has addressed many of the weighty issues facing the public relations profession today and into the future, including Sarbanes-Oxley, Federal Communications Commission (FCC) issues such as media ownership, indecency and VNRs; disclosure issues including "527" front groups, astroturfing, blogging, VNRs and disclosure of employment. PRSA has addressed society issues including public relations practices in political campaigns and military public relations during wartime. PRSA has spoken out on "breaking news" including situations in Los Angeles, St. Louis and Boston. PRSA was also called to testify before the U.S. Senate Committee on Commerce, Science and Transportation on proposed legislation to more tightly regulate government-sponsored VNRs - the first time a PRSA chair has testified before a congressional committee. During this period PRSA also called for and held an industry-wide "ethics summit" of leaders in public relations, business and media organizations.

In 2006 the Advocacy Advisory Board focused on putting in place the infrastructure for a program that will provide PRSA with the strongest possible public voice.  PRSA created positions of official chapter advocacy officer, and PRSSA elected its first national Vice President of Advocacy.  The PRSA Advocacy Advisory Board became a distinguishable brand among PRSA member-driven activities with its own Web presence (www.prsa.org/advocacy). PRSA Members from around the country, representing a variety of political persuasions and interests, have asked to be involved in the labor-intensive work of forming and fine-tuning the voice for some 31,000 professional and student colleagues.

This year alone, PRSA has appeared twice in the Wall Street Journal, on CNN and in numerous publications across the nation including the Los Angeles Times, Crain’s, and Investors Business Daily.

Q. Does PRSA use direct voting of all members via BoardSource’s E-Vote software?

A. The New York General Not for Profit Corporation Act – which governs PRSA, as a New York not-for-profit corporation – does not permit New York not-for-profit corporations to allow their members/delegates to vote via e-mail. Consequently, PRSA legally cannot poll its entire membership using E-Vote or any similar e-mail-based voting methods, as the results would be null and void in the state of New York.

However, PRSA is closely monitoring potential changes to this law, and should any relevant amendments be enacted, would certainly re-examine its membership voting practices.

Q.  Is there a transcript or an electronic recording of the Assembly proceeding available to the media?

A.  Although the Assembly is a private meeting, minutes and any voting outcomes are made available to PRSA members via MemberNet. Additionally any PRSA member is welcome to attend the assembly as a guest. Member of the media are also permitted to attend.