Creating Currents: Surfing the Waves of Change

My highlight of the season was attending the Public Relations Student Society of America (PRSSA) National Conference. The five-day annual event was held November 6-10 in sunny San Diego, Calif. – home of the gas lamp district and the ever-famous San Diego Zoo & Wild Animal Park.

This year’s conference was hosted by the PRSSA chapter at California State University Fullerton, the PRSSA 2009 National Committee (made up of seven PRSSA members from across the nation), and the PRSA San Diego chapter. Over 1,000 students and PRSSA members from across the U.S. were present at the event, as well as one student from the PRSSA chapter at the Universidad Argentina de la Empresa (U.A.D.E.).

The conference is designed to prepare public relations students for a successful career. It offers chapter development sessions presented by fellow PRSSA members in different schools across the country, leadership sessions for chapter board members and members interested in future leadership roles, and numerous professional development sessions where students have the opportunity to hear from and network with successful PR professionals.

Below are a few of my favorite sessions.

“View from the Top: How Young Talent Can Stand Out” Ron Cult, Partner, Director, North America Corporate Practice at Ketchum Kevin Saghy, Account Executive at Ketchum

Ron and Kevin talked with numerous junior PR and senior PR professionals all over the U.S. and asked questions related to success in the workplace and their own personal experiences. It was a unique presentation that was relevant to all members in attendance.

“Diving into Diversity” Sonia Sroka, APR, Vice Present, Hispanic Marketing at Porter Novelli Travis Parman, APR, Director, Public Relations, GMAC Financial Services and Ally Bank

Sonia and Travis talked about their work specializing in Hispanic and LGBT communities and the importance of correctly reaching out to different diversity segments.

Three important things (“The Three Ins”) to do when targeting diversity groups:

1. In-culture: Research the particular culture and its values

2. In-language: Understand the language – it’s not about translation but “transcreation”
3. In-person: Establish a personal relationship with people in the diversity segment

Sonia and Travis left conference attendees with these wise words: “Exclusion is always dangerous,” and “Great minds DON’T think alike.”

The most valuable experience at the conference this year was meeting with members from the Puget Sound PRSA chapter. Students from the Washington State chapter, Central Washington University chapter and those of us from the University of Washington chapter met with local Puget Sound PR pros who were also attending the conference. The event, a casual meet-and-greet over appetizers, was a great way to meet professionals in our area and share conference stories.
* Check out the photo of Bob and me.

This year’s conference was a huge success. I met some influential PR pros, gained more PRSSA contacts/twitter followers and momentarily escaped from the western Washington rain. Next year’s national conference is in Washington, D.C. I wish I could go again!

-Amy Graham