Kelly Michalski COM 208 Professor Ferris February 4th, 2014

Networking Assignment Part II After looking at my current network, I realized that I have connections involved in finance, health care, event management, journalism, technology, law, human resources, and front end management. However, Im missing links to people who are directly involved in the public relations field. These connections are essential since I am currently a communications major with an emphasis in public relations. These connections would allow me to find an appropriate internship in the field, which could potentially lead me to my future career. An organization that could help link me to these connections and further my education and career would be The Public Relations Society of America or PRSA for short. This organization would enhance my network because I would be introduced to a wide variety of people. For example, becoming a member of this organization would allow me to be connected to more than 21,000 public relations professionals committed to excellence and ethics (The Public Relations Society of America, 2009-14). I would also be exposed to leadership and volunteer opportunities, local chapter and district networking, sector-specific resources and events with professional Interest Sections, and exclusive discounts on the PRSA International Conference and year-round events (The Public Relations Society of America, 2009-14). In addition, you can also join a chapter after becoming a member of PRSA. According to PRSAs website, there are more than 100 U.S. based chapters (The Public Relations Society of America, 2009-14). The chapter would also allow me to expand my circle of colleagues and contacts; network at local meetings, luncheons, receptions and programs; exchange knowledge with local experts; earn recognition through industry awards; step into leadership roles; advocate for the profession; and learn about business development and job opportunities in my community (The Public Relations Society of America, 2009-14). PRSA is also very customizable to your personal

needs, from you particular career stage to the work environment you prefer to sector (The Public Relations Society of America, 2009-14). The relationships built through membership and by joining a chapter would allow me to become part of a tight-knit group of public relations professionals with whom I can discuss upcoming projects, share experiences and volunteer on initiatives that spark my interest (The Public Relations Society of America, 2009-14). As far as joining the organization, there are different membership categories depending on your experience with public relations. Since I am a full-time graduate student working toward a public relations degree, I would join as an Associate Member, Graduate Student, which requires me to spend $60 in annual dues. It also explains that you should be eligible to join PRSA if you are employed in the practices listed. I currently work at a Sendiks Food Market in New Berlin, so Im not positive if this job would constitute as one of the categories listed, but I could still join regardless. The application itself can be filled out and turned in online or I could download an application and send it in via mail. I can also renew my membership online. Looking at the application itself, it requires my basic information, demographics, addresses, and subscriptions. Joining PRSA would not only enhance my network but I would also gain the experience and knowledge I would need to land an internship and find a job. The website offers information in regards to education resources, career resources, and job seekers. The membership would also provide me with The Issues & Trends industry news briefing each morning, a database of case studies articles and research, The RFP Exchange (where you can post and search for new business), tools to demonstrate The Business Case for Public Relations to the C-suite, and much more (The Public Relations Society of America, 2009-14). So not only would I be able to make more contacts and become more informed about the field, but I also would have the opportunities

to be recognized for my work, enhance my professional skills, stay on top of emerging trends, and accelerate my PR career (The Public Relations Society of America, 2009-14). Personally, I feel that the PRSAs website is user-friendly and easy to navigate. The homepage is divided into several tabs. The top three say Learning, Intelligence, and Network. If you hover over these three, they provide you with several different links. Right below these three tabs on the left hand side, there are seven convenient tabs titled: Join PRSA, PR in 2014, Conferences, Training, Chapters, Jobs and Careers, and Member Benefits. If you hover over these, you are given a related image and a brief explanation of the topic. The front page is also very current because it lists upcoming events, latest jobs, and upcoming webinars. I feel that just by clicking on the About PRSA tab, this organization offers one clear message. According to the website, PRSA provides professional development, sets standards of excellence and upholds principles of ethics for its members and, more broadly, the multi-billion dollar global public relations profession. We also advocate for greater understanding and adoption of public relations services, and act as one of the industrys leading voices on the important business and professional issues of our time, (The Public Relations Society of America, 2009-14). I also feel that it offers two-way dialogue between members and potential members. First, for potential members, it provides information on how to join (as which particular member) and if you are eligible. It also thoroughly explains the benefits to joining. Second, for members, it continually provides you with information via e-mail, data bases, search engines, and other channels with regards to current events and helpful information regarding your future career. In regards to whether or not PRSA treats people differently than business, well I believe that depends on the type of business. PRSA is an organization but it also functions as a business. It requires its members to pay money when they sign up and in return they receive a service, which includes

helpful information, resources, and contacts in regards to your particular field of study. So in that respect, it does treat people like a business. Some industry leaders had nothing but positive comments about the value of PRSA and public relations itself. Andy Cooper, Co-Founder and Principal of CooperKatz & Company says, The discipline of public relations is truly right for the times. Marketers increasingly recognize that the consumer is in control. Public relations professionals are especially effective in this uncontrolled environment, as weve alwa ys worked through third parties, (The Public Relations Society of America, 2009-14). Mark Dvorak, Senior Vice President for Golin-Harris says, One thing that jumps out at me is the need to showcase the standards of excellence and successes in our profession. We must always be in search of opportunities to demonstrate how public relations has helped change behaviors, particularly with regard to meaningful social issues such as smoking and obesity, (The Public Relations Society of America, 2009-14). Finally, Michael Kempner, President and CEO of MWW Group says, The public relations industry is an economic force. We do good things. We employ scores of people. And the services we provide now, probably more than ever are critical, both in terms of the value we provide and our value proposition against other marketing disciplines on a pure dollar basis, (The Public Relations Society of America, 2009-14). Overall, this organization reveals to me that it is prestigious. It comes off as the best, the biggest, the oldest, and the most versatile, being the organization with the most connections. It reveals this through its message. According to their website, PRSA claims that they, Set standards for excellence and uphold principles of ethics for the global public relations profession, (The Public Relations Society of America, 2009-14). They also refer to themselves as, The leading voice in the PR industry, and therefore have a, Greater understanding and

adoption of public relations services, (The Public Relations Society of America, 2009-14). Only by joining PRSA and becoming an active member will I be able to decide this for myself.

References

The Public Relations Society of America. (2009-14). Prsa. Retrieved from http://www.prsa.org/