Contact:
Cedric L. Bess
212-460-1495
cedric.bess@prsa.org

NEW YORK (October 25, 2004) – More than 4,000 public relations professionals and students from around the world convened in New York City yesterday to hear entrepreneur, author, executive producer and star of NBC’s hit series “The Apprentice,” Donald Trump, credit his success to the power of public relations. “Public relations is much more important than advertising,” said Trump to the attendees of the 2004 Public Relations Society of America (PRSA) International Conference, “Architects of Change, Advocates of Understanding: Advancing the Public Relations Profession,” taking place at the New York Hilton & Towers.

“I’ve always felt that public relations is much more important than advertising. You pay $100,000 for a full-page ad, and [the readers] don’t even look at it,” explained Trump. “But if they read a story about the genius of Donald Trump, everybody reads every word of it. In one case it costs me nothing, in the other case it costs millions and millions of dollars. If you can do that, you go for it.”

Conference highlights included a spirited opening national anthem by 2004 Miss America Ericka Dunlap, a welcome to the Conference from PRSA President and CEO Del Galloway, APR, a welcome to the city from New York PRSA Chapter President Burt Wolder and introductions of the three International Conference Co-Chairs, Grace Leong, APR, Kathleen Larey Lewton, APR, Fellow PRSA, and honorary Co-Chair, Howard Rubenstein, who introduced his friend and client, Donald Trump.

“What better place to host the world’s largest gathering of public relations professionals than The Big Apple? Manhattan, the gem of New York City’s boroughs, offers the perfect backdrop against which we’ll explore our role as architects of change and advocates of understanding,” said Galloway in his opening remarks. “Just as Manhattan’s bridges link the world’s most powerful city with the global community, we, too, are bridges, helping facilitate healthy relationships between our organizations and individuals.”

On Monday, Oct, 25, PRSA salutes the legends of public relations at its annual Legends Luncheon, “Learning From the Legends: Insights and Inspiration.” The luncheon’s panel features: Ray Durazo, APR, Fellow PRSA, president, Durazo Communications and chairman, Latin Business Association, Los Angeles; Helen Ostrowski, APR, global CEO, Porter Novelli International, New York; Sunshine Overkamp, APR, Fellow PRSA, chairman, Overkamp Overkamp-Smith, Alexandria, Va.; and Rubenstein. The panel will be moderated by Betsy Plank, APR, Fellow PRSA, Past PRSA President and principal, Betsy Plank Public Relations, Chicago. Winners of two of PRSA’s most prestigious individual awards -- Gold Anvil Award recipient Thomas W. Hoog, Fellow PRSA, chairman, Hill & Knowlton/USA, Inc., Washington, D.C., and Patrick Jackson Award for Distinguished Service to PRSA recipient James E. Lukaszewski, ABC, APR, Fellow PRSA, will also be honored during the luncheon, hosted by special master of ceremonies, Al Roker, NBC “Today” show personality and best selling author.

The Conference’s final day on Tuesday, Oct. 26, will be full of insightful general sessions. The morning will start with a special issues session, “Corporate and Government Accountability,” featuring Alan Hevesi, comptroller of the State of New York. Next will be “When News Becomes More Business Than Journalism: Who Wins; Who Loses,” featuring Ken Auletta, media columnist for The New Yorker and author of Backstory: Inside the Business of News. Bringing a close to the Conference will be “Look Who’s Talking: It’s Larry King, Live,” with CNN’s master interviewer himself, Larry King.

In addition to the more than 150 professional development seminars and workshops, the Conference will offer networking social activities, an Exhibition Hall featuring the latest technologies and services available to the profession and special performances by Mark Macco, formerly of the shows Evita, My Fair Lady and Into the Woods and Barbara Walsh, currently starring as Velma Von Tussle in Broadway’s hit Hairspray!

For daily updates on the 2004 PRSA International Conference, “Architects of Change, Advocates of Understanding: Advancing the Public Relations Profession,” visit www.conference.prsa.org.

About the Public Relations Society of America (PRSA) The Public Relations Society of America (www.prsa.org), based in New York City, is the world's largest organization for public relations professionals. The Society has more than 28,000 professional and student members. PRSA is organized into 114 Chapters nationwide, 18 Professional Interest Sections along with Affinity Groups, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations. The Public Relations Student Society of America (PRSSA) has 255 Chapters at colleges and universities throughout the United States.