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Your Society
at Work

APR Boot Camp

NEW Program for APR Candidates!

REGISTRATION FOR APR BOOT CAMP IS NOW CLOSED. The next APR Boot Camp will be offered in April 2010. Please check the Calendar of Events for updates regarding scheduling for this program.

PRSA, in conjunction with PRSA’s San Diego Chapter, will present an “APR Boot Camp,” a four-day intensive for candidates to prepare and advance though the Readiness Review™ and take the computer-based Examination for Accreditation in Public Relations. The boot camp is designed to provide a setting that will meet the needs of busy professionals whose schedules don’t permit extensive preparation time.
    Candidate prerequisites:
  • Must be a member of PRSA and/or a Universal Accreditation Board participating organization.
  • Approved APR application and the Examination fee of $385 received by PRSA National by October 2, 2009.
  • Must preregister by October 2, 2009 (one month in advance required to clear Prometric authorization).
  • Must have completed rough draft of Readiness Review questionnaire, which will be provided to the Readiness Review panelists for familiarization of your background and expertise in the public relations profession.
  • Must have portfolio items assembled but not necessarily finalized.
  • Must bring own laptop.
See DAY 1 Readiness Review Preparation and DAY 2 & 3 Computer-based Examination Preparation for day by day seminar details.

Presenters:
Gayle L. Falkenthal, APR, president, Falcon Valley Group
Gayle Lynn Falkenthal, APR, current Accreditation co-chair for the San Diego Chapter, and president of the Falcon Valley Group, facilitates the Readiness Review preparation (Day 1). Her areas of expertise include crisis communications, media relations, media training, strategic planning and ethics.

Bob Saline, APR, Fellow PRSA, President and CEO, PRWorks, Inc.
Bob Saline, APR, Fellow PRSA, current Accreditation chair for the Central Pennsylvania Chapter of PRSA, and president and CEO of PRWorks, Inc., facilitates the computer-based Examination preparation (Days 2 and 3). His areas of expertise include strategic communications and research, issues management and media coaching.

Jason S. Kirsch, APR, vice president and director of marketing and public relations, Metro Bank
Jason S. Kirsch, APR, is Accreditation co-chair, Central Pennsylvania Chapter of PRSA; and vice president and director of marketing and public relations, Metro Bank, a financial services retailer serving Pennsylvania and New Jersey. He previously served as deputy press secretary for two Pennsylvania governors and has also led marketing and public relations for a regional health insurance provider. His areas of expertise include corporate communications, media relations, brand management and marketing communications.

Wednesday November 4, 2009
Day 1: Readiness-Review Preparation

8:30 a.m. - 12:30 p.m.
  • Morning workshop spent reviewing 16 KSA's and drafts of your attendee questionnaires.
  • Portfolio overview.
  • Mock Readiness Review.
  • Lunch - attendees on their own.
2:00 p.m. - 5:00 p.m.
  • Readiness Reviews of those attendees who choose to proceed.
    OR
  • Preparation time for those attendees putting finishing touches on questionnaires or final assembly of their portfolios. Readiness Review's for these candidates will take place as scheduled.

Thursday November 5, 2009
Day 2: Computer-Based Examination Preparation

8:30 a.m. - 4:30 p.m.
    Attendees should already have been advanced from Readiness Review.
  • Class for remaining 44 KSA's in preparation for the computer-based Examination.
  • Box lunch included.

Friday November 6, 2009
Day 3: Computer-Based Examination Preparation

8:30 a.m. - 12:30 p.m.
  • Continuation of class for remaining 44 KSAs in preparation for the computer-based Examination.
  • Lunch - attendees on their own.
2:00 p.m. - 5:00 p.m.
  • Peer study time.
  • Remaining Readiness Reviews administered.

Saturday November 7, 2009

8:30 a.m. (Includes check-in time. examination takes three hours, 45 minutes.)
Computer-based Examination administration at
Prometric testing (Site 0525)
5075 Shoreham Place, Suite 180
San Diego, CA 92122


 
 


Full-Day Seminar

Saturday, November 7, 2009 8:30 a.m. - 4:30 p.m.

Social Media Boot Camp

Blogs, podcasts, vidcasts, RSS, Technorati, del.icio.us, Twitter — through a series of lectures, live demonstrations and exercises, case study presentations and discussions, learn how to integrate these channels into mainstream public relations practices. Also learn how to use popular Web 2.0 tools and services to get the job done.
    In this workshop, you will learn:
  • Blogging — when to comment, when to listen.
  • Social networking.
  • Podcasts, webcasts and vidcasts in online pressrooms.
  • The importance of authenticity when joining an online conversation.
  • The basics of search engine optimization (SEO).
  • The process of matching new media initiatives to objectives.
  • The tangible benefits of engaging consumers via social media.

Presenter:
Eric Schwartzman, founder and chairman of iPressroom, managing director of Schwartzman & Associates
Eric Schwartzman, founder and chairman of iPressroom, managing director of Schwartzman & Associates and executive producer of the award-winning public relations podcast “On the Record…Online,” has nearly 20 years of experience as a marketer and public relations practitioner, and specializes in integrating all aspects of Web-based communications into mainstream public relations, corporate communications and marketing campaigns.


Half-Day Seminar

Sunday, November 8, 2009 8:00 a.m. - 12:00 p.m.

Accreditation Power Play: The How-To of Accreditation

Know what is expected, get organized, study the right materials and follow the right process — this is the best way to earn the APR credential. The Accreditation Power Play answers your "How do I ...?" questions.Come ready to listen, take notes, ask questions and get started in an intense, half-day session that provides:
  • The details of the application process, from filling out forms, preparing your portfolio and managing your Readiness Review™, to taking the Examination for Accreditation in Public Relations.
  • A personalized checklist to evaluate your expertise in the "family of 10 KSAs" (Knowledge, Skills and Abilities).
  • The inspiration to get started on your APR track.

Presenters:
Bob Saline, APR, Fellow PRSA, President and CEO, PRWorks, Inc.
Bob Saline, APR, Fellow PRSA, current Accreditation chair for the Central Pennsylvania Chapter of PRSA, and president and CEO of PRWorks, Inc., facilitates the computer-based Examination preparation (Days 2 and 3). His areas of expertise include strategic communications and research, issues management and media coaching.

Jason S. Kirsch, APR, vice president and director of marketing and public relations, Metro Bank
Jason S. Kirsch, APR, is Accreditation co-chair, Central Pennsylvania Chapter of PRSA; and vice president and director of marketing and public relations, Metro Bank, a financial services retailer serving Pennsylvania and New Jersey. He previously served as deputy press secretary for two Pennsylvania governors and has also led marketing and public relations for a regional health insurance provider. His areas of expertise include corporate communications, media relations, brand management and marketing communications.


 
 

The Strategic Advisor in Action During Crisis

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Leave all of your preconceived notions and assumptions about communications, public relations and even management decision making at the door. Prepare to immerse yourself in strategic thinking, analysis, development and debate. Using four different hypothetical but reality-based scenarios, attendees will walk, talk and debate their way to providing high-level advice, understanding what bosses need during these situation, and re-evaluating current response plans. Registrants will receive the four scenarios upon completion of registration.
    This stimulating workshop examines:
  • How to help management face important decisions, some of which are career defining.
  • The boss' perspective and why the boss should listen to you.
  • The tools and techniques of the trusted strategic advisor — timeline and checklist preparation; contrast analysis; giving advice in compelling, persuasive, convincing ways; and anticipating and pre-empting typical management objections, concerns, bad behavior and likely mistakes.

Presenters:
James E. Lukaszewski, ABC, APR, Fellow PRSA, CCEP, chairman and president, The Lukaszewski Group, Inc.
James E. Lukaszewski, ABC, APR, Fellow PRSA, CCEP, is the chairman and president of The Lukaszewski Group, Inc. Lukaszewski is a national practice leader in communications strategy and strategic counseling, and one of public relations most prolific authors. His newest book, “Why Should the Boss Listen to You? The Seven Disciplines of the Trusted Strategic Advisor,” was released in February 2008.

Lukaszewski, Chairman and President, The Lukaszewski Group, Inc.
Jim Lukaszewski is a national practice leader in communications strategy and strategic counseling, and one of public relations most prolific authors. His newest book, Why Should the Boss Listen to You? The Seven Disciplines of the Trusted Strategic Advisor published by Jossey-Bass, was released in February 2008. Web site: www.e911.com Crisis Guru Blog: http://www.e911.com/crisisgurublog.html Linked In: http://www.linkedin.com/in/jameslukaszewski Twitter: http://twitter.com/jimlukaszewski

Pitching Secrets of the Pros: Tips and Tactics to Double Your Press Coverage

Media relations is an important aspect of public relations and communications. Examine dozens of tried- and- true techniques for pitching the media that will help gain increased coverage and increased confidence in your pitch ability. These methods have been used for many years to secure national, regional and local coverage, and have been statistically proven to increase coverage substantially.
    You will learn how to:
  • Develop a strong story angle.
  • Prepare a 10-second pitch.
  • Secure additional news and feature coverage.

Presenter:
Margo Mateas, president, Public Relations Training Company
Margo Mateas, the “Media Relations Maven,” is president of the Public Relations Training Company. She is a former journalist and a 20-year public relations veteran who has helped secure print and television coverage in \The Wall Street Journal, \Fortune and \Forbes, and on CNN, MSNBC and “The Oprah Winfrey Show.”

Writing for Social Media

More and more companies, communicators and CEOs are using Twitter and other social media to reach customers, clients and colleagues; research markets and trends; and sell their products, services and ideas. Social media is more like a cocktail party than a press release. Write status updates that sound like they were produced by a corporation — or even a PR pro — and you’ll soon find yourself socializing with the chips, not attracting new friends and followers.
    You will learn how to:
  • Use the 70-20-10 rule for engaging your followers, plus other tips for making sure your status updates are welcome guests, not intrusive pests.
  • Pass the “who cares?” test and four other techniques for becoming a resource, not a bore, on social media.
  • Get retweeted. Five steps for expanding your influence and reach on Twitter.
  • Tweet like the FBI. Write dramatic, compelling status tweets.

Presenter:
Ann Wylie, president, Wylie Communications
Ann Wylie, president, Wylie Communications, works with communicators who want to reach more readers and with organizations that want to get the word out. She travels from Hollywood to Helsinki, helping communicators at such organizations as NASA, AT&T and H&R Block reach more readers. In addition to writing and editing, Ann helps organizations launch or revitalize their Web sites and publications, and helps communicators polish their skills.

Pursue Your Dream: Starting and Growing Your Own PR Firm

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Many public relations professionals know they have the right stuff when it comes to doing public relations, but don't know a balance sheet from an income statement. Join a discussion of the pros and cons of going it alone. Get the advice and tools to run a successful business — everything from hiring to knowing how to manage the all-important bottom line.
    You will explore:
  • Options including hiring full-time and part-time employees and independent contractors, recruiting and retaining top talent and protecting client relationships.
  • Negotiating contracts with clients and finding advisors.
  • Highly effective, yet low-cost, marketing techniques that every public relations firm owner can and should do to attract new clients and retain existing clients.

Presenter:
Joan Gladstone, APR, Fellow PRSA, president, Gladstone International
Joan Gladstone, APR, Fellow PRSA, is president of Gladstone International. Gladstone authored “Starting and Growing Your Own PR Firm” for PRSA in 1998. Revised in 2006, the book remains a PRSA best seller. Gladstone has presented workshops and seminars on firm management at PRSA International Conferences, Counselors Academy Spring Conferences, and Chapter events.

Build Winning Integrated Social Media Campaigns

Too many times, social media campaigns are heavy on tactics like Facebook and Twitter and light on strategic framework. Discover how organizations are applying the discipline of public relations to social media campaigns and how you can become adept at doing the same. Learn how to measure the results of online campaigns, including three ways to start measuring immediately. Look at real-world case studies with applicable strategies and techniques that can be adopted for your own online campaigns.
    You will learn how to:
  • Formulate a strategic approach to social media campaigns.
  • Set measureable objectives.
  • Apply the post process to determine a relevant approach.

Presenter:
Kami Watson Huyse, APR, principal, My PR Pro
Kami Watson Huyse, APR, principal of My PR Pro, is an \Ad Age “Power 150” blogger who writes at Communication Overtones. She has background in crisis communication and reputation management, social media, focus group research and media relations, and has garnered coverage for clients in the \Washington Post, the \Wall Street Journal, the “The Early Show” on CBS, among others.

Communication Measurement on a Shoestring Budget

You've researched your audience, you understand your organization's direction, and you've executed your plan. But is the message clear? Did your audience see the communication vehicles carrying the messages? Is the communication program helping to change behavior and improve the bottom line?
    You will learn:
  • Ways to determine if your communications are effective, even on a shoestring budget.
  • How to use observational measurement techniques for messages, channels and outcomes.
  • Ways to find free research resources internally and externally.
  • How using pilot/control groups to show the impact of different communication strategies.

Presenter:
Angela Sinickas, ABC, president, Sinickas Communications, Inc.
Angela Sinickas, ABC, president, Sinickas Communications, Inc., is a pioneer in the field of organizational communication measurement. Angela has been measuring the effectiveness of communications since 1981. She has been an organizational communicator since 1974 and a featured speaker at more than 300 communication conferences in 20 countries. Angela has published over 100 articles on communications.

Sponsored by: Educators Academy
Learning to Teach: Make the Transition From Professional Practice to the Classroom

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Public relations practitioners are wanted to bring their experience into the classroom. One of about 100 fulltime or part-time positions currently open can be yours if you know the ins and outs of higher education. As part of the PRSA Educators Academy's Learning To Teach initiative, this workshop has been designed for those interested in transitioning into academe.

Presenters:
Capt. Robert Pritchard, M.PR., APR, Fellow PRSA, faculty advisor, Lindsey + Asp, University of Oklahoma
Capt. Robert Pritchard brings 25 years of experience in military public affairs from the continental United States to Hawaii and Europe to the classroom. He is a tenured associate professor at Ball State University and past chair of the PRSA Educators Academy. He will help you learn how to prepare for classes, utilize different types of teaching techniques and access available resources. Registration required.

Barbara DeSanto, Ed.D., APR, Fellow PRSA, professor and director, Maryville University
Barbara DeSanto has more than 20 years of public relations experience in tourism and government affairs. She is past head of the AEJMC Public Relations Division, co-editor of PRSA's “Learning To Teach” book, and a PRSA Certification in Education for Public Relations (CEPR) reviewer.

Susan Gonders, Ed.D., professor, Southeast Missouri State University
Susan Gonders has 21 years of public relations experience serving more than 300 clients. She is head of the AEJMC Public Relations Division, a member of the PRSA Educational Affairs Committee and co-chair of PRSA Certification in Education for Public Relations (CEPR).


Off-Site Seminar

Sunday, November 8, 2009 8:00 a.m. - 12:00 p.m.

Sponsored by: PRSA Public Affairs & Government Section
The National Incident Management System (NIMS) Training Session

This event will be held off-site at a San Diego area military base to be announced.Most emergencies and events are handled locally, but major incidents may require additional assistance. The National Incident Management System (NIMS) was developed so responders from various jurisdictions can work together in response to natural disasters, emergencies or large events.
    You will learn:
  • The elements of the Incident Command System (ICS), which enables agency responders to step in and handle any disaster.
  • What challenges public information officers (PIOs) face, including development of messages that reflect the needs of all agencies involved, as well as combating rumors and inaccuracies that could undermine a response.
  • When to recommend creating a Joint Information Center (JIC), where officials from multiple jurisdictions work together to distribute information to news media and the public.

Presenters:
Lauri-Ellen Smith, APR, special assistant to the sheriff, Jacksonville, Florida Sheriff’s Office
Lauri-Ellen Smith, APR, special assistant to the sheriff of Jacksonville, Fla., has spent her career advising employers and clients on their internal and external communications and public policy strategies. She served as the public information officer for Super Bowl XXXIX Safety and Security, overseeing communications efforts. Her work has received three Image Awards in the areas of brand management and special interest campaigns.

Trahan, President & CEO, Trahan & Associates

Joseph V. Trahan, Ph.D., APR, Fellow PRSA, is president and CEO of Trahan & Associates. Known in the PR industry as “Cajun Joe,” he is a retired lieutenant colonel of the U.S. Army. As commander of the 314th Public Affairs Operations Center, he was one of the first officials on the ground following the destruction of Hurricane Andrew in south Florida. His media relations training sessions are highly sought after as he draws upon his PR and public affairs experience in government, association, education and the nonprofit sector. He also has taught PR at the university level, and served as an adviser to the PRSSA Chapter at Georgia State University.




Roundtable

Saturday, November 7, 2009 4:00 p.m. - 6:00 p.m.

Sponsored by: Educators Academy
Educators Academy Research Roundtables and Poster Session

Faculty, students and runners-up engage in a lively discussion of this peer-reviewed paper competition. Each presenter will lead a 15-minute dialogue on his or her research.Best practices in teaching public relations will be presented in a teacher-to-teacher and teacher-to-practitioner format. What's "hot" in public relations learning and ways to share ideas for the classroom will also be discussed. Registration required.


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