The goal of the Advocacy Advisory Board is to create a broader, deeper understanding of the value of public relations among key internal and external stakeholders. The role of the Chapter Advocacy Officer is to fulfill advocacy goals and build recognition of PRSA as the profession’s leading voice on important industry, societal and global issues in the regions (Districts and Chapters) it represents. Each Chapter and District may voluntarily create this position as an addition to its leadership roster. It is recommended that the advocacy officer be an appointed position.
Suggested duties
Seek education, training and guidance from the PRSA Advocacy Advisory Board and PRSA National on local issues management (e.g., government disclosure of VNRs, ethical public relations practice, etc.).
Build local issues management program to track issues and trends affecting the industry on both national and local levels, as well as anticipate challenges to the profession or the society at the local level. Communicate issues and trends to National Advocacy Board
Serve as liaison from the chapter board to the chapter public relations/communications committee.* Provide leadership and counsel on all chapter-related communications (internal and external) to ensure sensitivity to PRSA positions and messages.
Provide issues management education and consultation to local board and chapter members throughout the year.
Build and maintain relationships with business community members and local media contacts covering issues and/or the industry itself.
Field Advocacy Alerts issued by the national Advocacy Advisory Board and take immediate action as appropriate on a local level (particularly if issue is local in nature). Also consider longer-term means of approaching the issue on a local level (programming topic, etc.) and pursue as appropriate.
Develop position papers, commentaries, and op-eds for local and regional media, both trade and general, that represent the broader PRSA position on issues.
Stimulate and encourage PRSA chapter members to track industry issues, and to seek guidance and clarification when they have questions about PRSA stance on issues that affect the industry and their day-to-day practice (e.g., proposed VNR legislation).
Consult with a designated regional representative of the national Advocacy Advisory Board before providing advocacy consultation to chapter members or making statements to the media.
Notify the Advocacy Advisory Board liaison of local issues and provide documentation of how it was handled locally.
Also notify the Advocacy Advisory Board liaison of proactive advocacy programs (business community outreach, program support, media relations) that can be shared as best practices for other chapters to consider.
Develop, coordinate and promote at least one professional development program each year to discuss current events and issues facing the profession.
Serve a minimum two-year term. Note: The Advocacy Officer position is NOT an officer position on the Chapter Board of Directors. A PRSA chapter nominating or executive committee will appoint a person to this position.
Advocacy Officer Support
Both PRSA National and its Advocacy Advisory Board will provide the Chapter Advocacy Officer with a position description, case studies, programming ideas, articles and statements, advocacy alerts, and other materials for use in ongoing chapter advocacy.
The Advocacy Advisory Board will assist and educate the Chapter Advocacy Officer via quarterly conference calls, advocacy training at the PRSA International Conference and/or Leadership rally, and articles in “Tactics.” In addition, an Advocacy Advisory Board liaison, appointed regionally, will provide consultation and support to the Advocacy Officer as needed.
Recommended Qualifications
A PRSA member in good standing.
Accredited in Public Relations (APR) through PRSA. (Recommended)
Demonstrated honesty and excellence in the professional practice of public relations.
