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PRSA Maryland Announces Four New APRs

Photo caption: PRSA Maryland Chapter Accreditation Manager Dianna Fornaro, M.A., APR (center) with Janice Smith, Ph. D., APR (left), and David Marshall, Ph.D., APR, at BIM19 in Dec. 2019. (Not pictured: Christine Frey, APR and Kelly Stoll, APR.)

PRSA Maryland is proud to announce our chapter’s four newest APRs! The four were first announced at our Best in Maryland (BIM) Awards Gala on December 4.

The APR is our profession’s only national post-graduate certificate program. It demonstrates a PR practitioner’s or educator’s commitment to the highest standards of the profession, to ethical conduct, and to professional excellence.

Unlike the credentials required for competence in many other professions, the accreditation process for PR professionals is voluntary, Consequently, the APR credential is held by very few today. Currently, only 19% of PRSA members are accredited, according to PRSA National.

PRSA Maryland Chapter’s four newest APRs are:

Christine Frey, APR
Senior Corporate Communications & Patient Education Manager
American Urological Association

David Marshall, Ph.D., APR
Professor and Chair of the Dept. of Strategic Communication
Morgan State University

Janice Smith, Ph.D., APR
Asst. Professor & Director of The Strategy Shop, Morgan’s in-house PR agency
Morgan State University

Kelly Stoll, APR
Senior Strategic Communications Specialist
AECOM

Congratulations to all of them!

Presenting the 2020 Board of Directors Slate

Each year, PRSA Maryland Chapter installs a new board of directors and member volunteers who work together to ensure the Chapter achieves its mission, plans professional programs, and grows membership. Today, the Chapter is pleased to present you with the slate for the 2020 board of directors for your review. Click here for full bios.

 

President

  • Lisa Brusio Coster, M.A., President, Coster Communications

Treasurer

  • Ken Smith, APR

Directors              

  • Christine P. Barnhart, M.S., APR
  • Jeffrey A. Davis, APR, Managing Partner, Van Eperen
  • Dianna Fornaro, APR, Senior Communications Specialist, Chesapeake Employers’ Insurance Company
  • Dr. David Marshall​, Professor and Chair, Department of Strategic Communication, Morgan State University
  • Emily McDermott, Account Supervisor/Project Manager, Van Eperen
  • Debra Schindler, Regional Director of Media and Public Relations, MedStar Health
  • Lauren Walbert, Vice President, Sandy Hillman Communications
  • Phillip Yerby, Group Manager, Weber Shandwick

Assembly Delegates serve as 1) the Chapter’s representatives at PRSA Leadership Assembly, and 2) liaison between the Society and Chapter.

  • Cathy E. Nyce, Director, Marketing and Communications, Maryland Auto Insurance
  • Kenneth Smith, APR

PRSA Maryland Chapter members: Voting for the 2020 board of directors will commence on November 25 via Survey Monkey. Please watch your inbox for your chance to vote.

We continue to accept nominations for the board of directors, specifically a vice president and president-elect. This is a great opportunity to steer the Chapter into the future.  If you are interested in holding a leadership position within PRSA Maryland, please contact Lisa Brusio Coster at lbcoster@costercommunications.com.

We are also seeking volunteers to chair or be part of a committee. Not sure why you should volunteer?  Finding your place in PRSA Maryland will answer a few of your questions. You can also click here to take a simple poll.

 

Get the Most Bang for Your Buck: Public Relations on a Limited Budget

By Malissa Carroll

Five tips to help your company or organization “do more with less” when executing your PR plan.

The benefits that organizations can reap when they dedicate the necessary time, effort, and resources into developing and implementing a comprehensive public relations plan will often outweigh any financial commitments associated with executing the plan. However, at a time when budget uncertainty continues to plague small and large businesses alike and organizations begin to look for new ways to “do more with less,” it serves us well to remember that, as public relations professionals, there are steps we can take to ensure that our work continues to have the greatest impact even when budgets have been stretched paper thin.

Know Your Audience
The importance of knowing your organization’s audience can seem obvious to the seasoned public relations professional. However, it is worth restating, as any PR efforts that do not target those audiences will almost certainly waste time and resources – neither of which PR professionals on a shoestring budget can afford. Understand the needs of your organization’s audiences and focus your efforts on channels that will drive those individuals to your business, such as garnering attention from niche publications focused on your specific industry.

Build Relationships
While especially important for PR professionals who work with members of the media, relationship building can extend beyond networking with local journalists and influencers. Establishing a strong presence on social media – Facebook, Twitter, and LinkedIn – is inexpensive and can be an invaluable way to engage with your audiences. Dedicate the time to regularly post content that demonstrates the value that your organization brings to others, not just an occasional news story.

Treat Content as King
Never underestimate the value that well-crafted, versatile content can add to your PR plan. For professionals on a limited budget, this content can easily be developed in-house, without hiring a professional copywriter. You can also review materials from previous campaigns to see if there is content that you can repurpose with minimal to no updating. Once your content has been finalized, share it across all platforms at your disposal to achieve maximum impact with your audiences.

Integrate Communications
Integrating communications can be an excellent way for PR professionals on a limited budget to extend the reach of their efforts. Did your organization recently invest in the production of a new print publication? Think about how you might be able to adapt pieces from that publication for your organization’s website or social media platforms. This practice will not only help extend the reach of your content, but also ensure that your organization is sharing a consistent message across all media.

Leverage Your PRSA Membership
As PRSA members, there are numerous resources that you can take advantage of to remain on the cutting-edge of the profession – many of which are available at no cost. Attend a networking event hosted by your local chapter to see how other PR professionals are maximizing their efforts on a limited budget. Register for a free webinar or read a recent white paper to learn new skills that you can bring in-house to reduce the costs associated with hiring outside agencies. Your PRSA membership comes with many benefits. Do not overlook them.

A strong public relations plan can bring immeasurable value to an organization’s brand and reputation. By adhering to the tips above and investing the necessary time and effort, you can not only demonstrate your ability to “do more with less,” but also ensure the success of your PR plan and, consequently, your organization.

Thank You to Our Chapter Sponsors

Thank You to Our Chapter Sponsors