Drum roll, please… the winner of the 2010 Past President’s Award is:

Rick Oppenheim, APR, CPRC
RB Oppenheim Associates
Capital Chapter

Send Rick a congratulatory email at roppenheim@rboa.com

Thanks to those who came out for tonight’s Social Media Social, sponsored by Kidd PR. The event featured appetizers and drinks — including the Tweet-tini and the Flickr Kicker. Attendees used their cell phones and smart devices to participate in social media contests and games.

Kelly Moore Robertson, APR, Associate PR Director, Kidd PR talked about blogging, audio/video blogs, micro blogs, photo sharing and social networking. Social media definition: It’s like going to a party: you have to talk to people.  Don’t be the guy standing in the corner. You won’t get any value unless you interact.

When using social media, examples of your goals should be to build awareness, get instant feedback, foster relationships, become an expert, communicate and inspire action. Your goal is NOT to start a Facebook page. Social media is just another tool in your communications toolbox.

It’s important to understand your target. Mothers are a big demographic on Twitter; teens are on MySpace. Just like with traditional communications, go where your audience is and is already having conversations.

Social media really emphasizes the need to be transparent. If you blog on behalf of your company, disclose that up front.

Management often worries about customers or potential customers giving negative feedback. But remember, they’re talking whether you’re listening or not. Just because it’s not on your Facebook page doesn’t mean it’s not happening. At least this way, you know what’s being said and can address it. The benefit with social media is that your audience is already interested in hearing from you, you have the opportunity to have a two-way conversation.

Blog: Probably the oldest social media outlet. 270,000 words a day are written on Blogger (just one of many blog tools)
Best Western has a great blog: On the Go with Amy. The blog follows Amy’s experiences traveling, where she uses the money she saved on hotel rooms (by staying in Best Westerns) to do other fun things in the town she visits.
Blogs need to be updated regularly. At least once a week minimum, daily is preferred.

Audio/video blog: These are a lot more personal and allow to connect better than just a written blog. President Obama has an audio, video, and written blog. Video of all his speeches is posted on the white house Web page. (www.whitehouse.gov/rss)

Microblog: Twitter: The most common objection: “Who cares what you ate for breakfast?”
No one.
So don’t use it that way. But for a business, Twitter can be a great tool. It’s an older demographic using Twitter, so it’s a great way to reach professionals.
Businesses using it right: Coffee Groundz (@coffeegroundz): Saw a  200% increase in business since people can now order online via Twitter. It started with someone Tweeting asking if they could pre-order a bfast wrap. Coffeegroundz said yes, and online ordering took off.

Remember: Social media doesn’t run 8-5. You can’t shut it off on the nights and weekends.

Business using it wrong: On a Thursday, Motrin launched an ad campaign showing moms needing Motrin because of the pain caused by carrying their baby in a sling. Over the weekend, moms tweeted hundreds of thousands of protests while Motrin execs were off for the weekend. When they came back in the office on Monday, they had been hit with the “motherlode” in negative coverage. And rather than addressing the complaints, they retreated.

www.search.twitter.com: even if you don’t have a Twitter account, search for your organization so you can see what people are saying about your company. You can search geographically to see what customers and potential customers are saying.

Video sharing: YouTube. Post videos of events, press events, commercials, etc. They can live on long after the event or money for the commercial campaign runs out.
TMobile organized a flashmob event in London. It’s a short-lasting event (2:40 in a London train station), but over 13.5 million people have viewed the video. (Life’s for Sharing, the T-Mobile Dance)
Ruby Tuesday planned to demolish an old Ruby Tuesday’s restaurant to promote their new renovations. They “accidentally” demolished an old restaurant next door, creating a lot of buzz about how the mishap could’ve happened. Execs played into the confusion and further kept the conversation going.

Photo sharing: Flickr has over 220 million visitors a month. You can set up a page and upload your own photo sets for an event, etc. Or you can create a group with a topic and allow others to load their photos. You can only approve the photos you want.
iPhone started a group of photos taken with an iPhone. So far, 4,500 people have uploaded their photos to the group.
You have a lot of control: can decide whether people can post comments on your photos.

Social networking: Facebook. Fastest growing group of users is 35-54 age group. Started as a college-based pool but older demographic is using it more and more. Great way to foster relationships. And it can be your online hub: Flickr, YouTube, Blogger, Twitter, etc. can all be linked from your Facebook page. Having all these linked also really helps your SEO.
Two techniques: Facebook page for your company or Facebook group. Page is recommended for groups. You can integrate all your other SM tools, can post status updates that goes to all your fans (captive audience) instantly, you can choose whether to allow visitors to post on your wall, create events and more. Pages’ administrators are private information. With a page, you can track demographics of visitors to your Facebook page.
The one benefit of a group is that you can send e-mails to all your followers via Facebook. Administrators of a Facebook group is public.
First Mariner Bank Facebook page

Monitoring 24/7:
Google analytics is a free service to monitor who’s coming to your site, when and how.
Facebook pages provide demographic analytics
YouTube provides analytics on visitors to your videos. Not just number of views, but where they’re from, etc.
Comcast doesn’t have the best reputation but they have @comcastcares to monitor conversations about Comcast and respond to negative comments as well as promote new products/services.
HR Block, during tax season, monitored tweets about taxes, forms, problems, etc. and offered advice and forms to people looking for guidance.
Bottom line: People are talking about you (your company) and unless you know what they’re saying, you can’t communicate effectively with them.

About the speaker:
Kelly Robertson, APR is the Associate PR Director and Social Media Strategist with Kidd Public Relations. Headquartered in Tallahassee, Fla. this full-service agency has successfully implemented full-scale marketing campaigns for local, state and national clientele for 30 years. Having worked at Kidd for nearly a decade, Kelly has extensive experience planning and coordinating communication campaigns across the country. She is the agency guru when it comes to social media implementation, media relations and strategic messaging.

Kelly has worked on client accounts ranging from transportation to technology in both the government and private sector. She frequently receives her own byline in publications and has garnered media coverage for clients in outlets such as the New York Times, CNN, MSNBC and national travel publications.

Specifically, Kelly oversees the Kidd social media division, helping navigate the evolving world of communication, conversation and community. She advises clients on how to turn social media into advantageous outlets which foster direct two-way communication with their target audience. Whether the new media initiatives are a stand-alone effort or part of a dynamic integrated campaign, she is able to use a systematic and targeted approach to yield measurable results.

Kelly studied at Florida State University earning a degree in Communication with an emphasis in Public Relations.

This interactive session with Joe Curley, APR, CPRC and Jackie Kelvington addressed curiosity, fears and dreams about taking the major step and setting up your own business.

Questions to ask yourself before making the move:

1. Do you have the drive and discipline to work unsupervised and meet deadlines with quality work?
2. Do you need the daily social and personal interaction of a busy office?
3. Do you possess the aggressive abilities necessary to search out and acquire new clients? (they don’t come to you in the early days)
4. Can your emotions (and budget) handle the early ups and downs of too-much or too-little client business?
5. What is the current level and scope of your professional PR abilities? That experience will set the initial benchmark for the PR services you offer and may limit potential projects and clients.
6. After dividing a typical day into “work segments” with time dedicated to family, client projects, your new company tasks such as bookkeeping, promotion, community and professional networking, etc. can you make the net amount of money you need with the available client time remaining against your established billing rates?
7. Are your relationships with media well-established  enough to produce results for clients?
8. Are you well established in the vendor world for project support? Servicing a new client is not the time to trust the Yellow Pages as a primary source.
9. Do you have sufficient cash to support the first six months of business operations and personal on-going household and automobile expenses (factoring zero income for the first three months)?
10. Have you developed a plan for health care & disability coverage and retirement savings that you feel will protect your family interests?

Timing is important! If you want to stay small, you can do it on 3-5 years experience. If you want to grow a larger firm, you need more time working for someone else.

Selecting work – the work you take on will define your company and its direction. Don’t  jump at the first client that comes along. Have a plan and stick to it, don’t jump at easy money.

Are you ready to be a solopreneur?

The “FEEL” checklist:
Financial = risk, cash flow
Emotional = stress, patience, sales
Experience = 10 years +; you are probably plugged in to the community (Joe Curley, APR, CPRC, recommends agency as well as corporate; 5 years in an agency will give you what 15 years in a corporation does)
Logistics = a lot! Do you have a Plan B?

Why would clients choose you?
Reputation
Referral
Experience/results
Cost

Be consistent in your billing – don’t fluctuate among clients.

Other things to consider:

• Who are you? Freelancer, writer, consultant, strategist, etc.
• What are your core strengths?
• What clients will you go after (projects vs. retainer)?
• Operations/logistics (equipment, rates, letterhead, contracts)
• Time & financial goals (how much do you need to earn vs. how much do you want to earn)? Working from home is potentially a huge  mental distraction.
• Getting incorporated

PR association involvement, referrals from agencies, volunteerism are three areas to market yourself. Being a public speaker is another excellent source of potential business.

Three criteria Rick Oppenheim, APR, CPRC, uses to determine his involvement in volunteerism:

1. Select a cause you believe in.
2. Do you have a good client engaged in the cause?
3. Is it good for business?

“Run Forrest Run” if you hear:

• “I’m starting my own business, have no money and a limited amount of PR understanding”
• “We’ll trade services”
• Developing proposals or doing work before a signed contract is in place (Joe doesn’t prepare any proposals)

Make friends with those in other professional realms for valuable referrals.

Bill in advance, not arrears.

Best practices for partnerships:

• Sub s corporation; good buy and sell agreement; all have a life insurance policy on each, owned by the others; keep spouses out of it, don’t want heirs buying in.
• Investigate “phantom stock option”  for distribution of profits.
• Pitching retainer work: while I’m retained by you, you are top of mind. Project work – ends with project being completed.

About the speakers:

Joseph J. Curley, APR, CPRC
Joe has practiced public relations in Florida for more than 35 years and is now semi-retired. He was the co-founder and president of one of Florida’s largest PR firms, Curley & Pynn Public Relations Management in Orlando, which he sold in 2004. Currently a public relations and marketing consultant at his own firm, Stingray Solutions, Inc., Joe is retained by Universal Studios Parks & Resorts as Senior Corporate Communications Counsel, international marketing & PR. He is directly involved in theme park projects in Singapore, Dubai and South Korea. He is a past national president of the Public Relations Society of America Foundation and a past state president of Florida Public Relations Association. In 1993, and again in 2005 he was honored with FPRA’s highest statewide award for outstanding professional leadership. He currently serves on the Communications and Public Relations Advisory Board for the University of Florida.    joecurley@tampabay.rr.com

Jackie Kelvington
Jackie is a 17-year veteran in the public relations and marketing field, having managed related activities for clients in a broad range of industries, including:  economic development, technology, professional services, consumer products, travel/tourism and hospitality, and not-for-profits.  In 2001 Kelvington established Kelvington Consulting Group, Inc., working with local start-up, established and expanding companies.  Prior to founding her consulting business, Kelvington was director of Public Relations for the Metro Orlando Economic Development Commission (EDC) where she was responsible for strategic media relations, corporate communications, web site development, and creative marketing initiatives that directly positioned Orlando as a top business location.  In this role, she specifically supported the region’s targeted industry development in the areas of high technology, corporate and international business, and film and television production.  Highlights of her work include generating national exposure for the region in BusinessWeek and Fortune, as well as implementing and supporting a new branding campaign and several new business development marketing initiatives.  Before joining the EDC, she was an account manager at Curley & Pynn Public Relations, where she directed PR and marketing campaigns for Tupperware, Kampgrounds of America, Lucent Technologies and Don Pablo’s Restaurants, among other clients.

In this session, Jeff Nall, APR, CPRC, FPRA’s VP of accreditation and certification, discussed how to stay competitive in today’s marketplace with a nationally recognized standard of competence in public relations, APR.

There are a ton of resources to help you earn your APR—the contents of the exam and the process should never be a mystery. 

Accreditation is a voluntary program of the Universal Accreditation Board (UAB). It’s the only universally accepted certification for PR professionals. It’s a lifelong designation that requires maintenance. Accreditation reveals a certain level of knowledge, skills and abilities for public relations professionals and often means more money and credibility on the job.

Steps are…

• Completion of your application and submit the fee. You have one year to complete the process from the time your application is processed by UAB.
• Preparation through chapter study groups, online resources, reference texts, etc.
• Portfolio for your readiness review. Toward the end of your preparation, you complete a questionnaire discussing what you do in your job and a portfolio regarding a program or project you have worked on.
• Readiness Review.  In this conversation with 3 accredited PR professionals, you will walk through the PR project you were involved in (your portfolio), including what you did, what you would have done with more money, etc. They will help determine whether you are ready and help you prioritize the remainder of your time studying as well.  
• The computer based exam.

FPRA offers a $100 rebate if you sit for the computer based exam within 30 days of your readiness review. Many chapters also offer a $100 rebate. 

There is a $195 online study course ($295 if you’re not a member of FPRA).  Once enrolled, you have access to it for 12 months. There are Fall and Spring cohort groups—people who are doing it altogether.

There are 10 KSA’s on the exam. To balance your studying, review the percentages of the test each consumes and with the areas you feel you need the most improvement.  Some questions ask you to take basic PR concepts and apply them to a case study. Others ask you to choose the best 2 out of 5.  Approximately 160 questions are on the exam.  69 percent is required to pass.  The computer based exam began in 2002.

Online resource 1: (www.praccreditation.org) The APR section on the Universal Accreditation Board website. You’ll find an online demonstration of the exam, FAQs, reference list, podcasts, and more. Twenty sample questions—either recently retired from a past exam or beta questions—are provided.

Online resource 2: FPRA website (www.fpra.org). Under professional development, you’ll find a study guide and a study session syllabus.

How much experience should an entry level professional have to take the exam? Prior to 2002, you were required to have 5 years experience practicing public relations before you could sit for your exam. There is no required amount of time in the field now. However, a little real world experience is beneficial.

This year, Jeff has worked to create access to more tools the way you want them, when you want them. Working with groups such as the Society for Human Resources to elevate and raise the status of APRs will be a goal for the coming year.  He welcomes you to contact him with any questions about APR, or for any support you need. The VP of accreditation on your local chapter’s board will also be a resource for you.

A framed letter from Florida Governor Charlie Crist presented to this year’s Vice President of Annual Conference, Karen Smittle, APR, CPRC.

Following the installation of the 2009-10 Board of Directors, FPRA State Association Past Presidents took part in the traditional “Passing of the Gavel.”

Participants were Joe Curly, APR, CPRC (1982); Bob E. Gernert, Jr., APR, CPRC (1985); Frank Polito, APR, CPRC (1997);  Rick Oppenheim, APR, CPRC (2000); Kathleen M. Giery, APR, CPRC (2001); Tricia Ridgway-Kaputska, APR, CPRC (2002); John McShaffrey, APR (2003); Carole Savage, APR, CPRC (2004); Adrienne Moore, APR, CPRC (2006); Jessica Rye, APR (2007); and Suzanne Sparling, APR (2008).

Following the “Passing of the Gavel,” incoming FPRA State President, Sheridan Becht made his acceptance speech.

FPRA Immediate Past President, Suzanne Sparling, APR, installed the 2009-10 State Board of Directors and Officers.

2009-10 Executive Committee:

President – Sheridan Becht, APR (Orlando)
President-Elect – Jennifer Moss, APR, CPRC (Central West Coast)
Immediate Past President – Lanette Hart, APR, CPRC (Jacksonville)
VP Annual Conference – Wendy Crites Wacker, APR (Gainesville)
VP Golden Image – Rebeca Searcey, APR (Tampa Bay)
VP Communications/PR – Vivian Myrtetus, APR (Capital)
VP Chapter Services – Kristin Knapp, APR (Capital)
VP Accreditation & Certification – Jeff Nall, APR, CPRC (Pensacola)
VP Finance – Linda Herridge (Space Coast)
VP Member Services – Debby Steele (Central West Coast)
VP Planning & Research – Kris Keprios (Dick Pope/Polk County)
VP Professional Development – Mary Briggs, APR, CPRC (Southwest Florida)
VP Technology – Chris Gent (Orlando Area)
FPRE Foundation – Adrienne Moore, APR, CPRC (Treasure Coast)
Counselor’s Network – Tricia Ridgway-Kapustka, APR, CPRC (Jacksonville)

The incoming 2009-10 Chapter Presidents and President-Elects present at the luncheon also were installed.

Presented by FPRA Immediate Past President Suzanne Sparling, APR, the winner of this year’s Past President Award is Joe Curley, APR, CPRC.

FPRA 2009 Chapter President of the Year – Joe Chabus, APR, Orlando Area Chapter.