|Newsletter | October 2013
Dear PRISA member,
In this month’s newsletter we report
back on regional activities and we give you guidelines on how to
successfully complete your APR status with PRISA. In our PRCC corner,
Marie Yossava APR, founder and owner of Grapevine, shares the importance
of Brand Power.
| Feedback from the Board
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PRISA, being a founding member of
the Global Alliance in 2002, has played an active part in both the
Stockholm Accords and the Melbourne Mandate. As a local pioneer it will
lead the first global Generally Accepted Practices (GAP) study in South
Africa and Africa together with a community of expert practitioners and
key role players at the University of Pretoria.
| Regional Feedback
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|| South Africa’s Most Influential Woman in Business and Government –
SME Sector, is no other than Renay van der Berg APR, PRISA Free State
Vice-Chairperson. She was recently awarded in recognition of her
achievements in the SME Sector. Renay’s affiliation with PRISA dates
back to 1984, when she decided to switch careers – from journalism to
corporate communication. In 1994 she received the accreditation (APR)
designation. She also served as vice-chair for the province in 2002.
Another hat she is wearing this year is as vice-chairperson of Business
Women Association (FS). Her business, PRoComm Brand Management and
Business Development Services, is based in Welkom.
Western Cape member receives the Ivan O’Brien award
During a PRISA Western Cape
Committee function, Biren Valodia, chief marketing executive of
Mediclinic, received the PRISA Ivan O'Brien Leadership Award.
| From left:
Alice Scott (PRISA WC
Student executive member), Marcus Brewster (marcusbrewster CC), Solly
Moeng APR (PRISA president), Merle O’Brien APR FPRISA (PRISA WC
vice-chairperson), Biren Valodia CPRP (recipient of the PRISA Ivan
O'Brien Leadership Award and chief marketing executive of Mediclinic),
Aloy Gowne CPRP (PRISA WC chairperson), Karen Visagie APR (PRISA WC
executive member), Stefanie Elliott (PRISA WC secretary), Luthando
Tyhalibongo CPRP (PRISA WC treasurer)
Maximum potential through inspiration
PRISA’s Gauteng Regional Committee
launched its first coffee hour in August. The objective of hosting this
bi-monthly event is to provide our members the opportunity to attend
short sessions which will either be motivational, case studies or
insights - not forgetting the opportunity to network. We kicked-off with
the topic “Own your value”; presented by Jodie Sherwin Hill and
Matseleng Mogodi from Jomat Investments (Pty) Limited, a female, black
majority owned company.
Eastern Cape Region hosts the PRISA president
PRISA PRESIDENT INSPIRES PRACTITIONERS AND STUDENTS
On the 22 August, the newly appointed
PRISA president, Solly Moeng APR, addressed a group of students and
public relations practitioners at the NMMU North Campus Conference
Centre, Port Elizabeth.
|Continuing Professional Development (CPD) Programmes
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PRISA members enjoyed the
warm hospitality of the Bloemfontein region when they attended the PRISA
Social Media workshop there last month.
Judging from the feedback received,
delegates valued the hands-on approach to learning all the ins and outs
of corporate social media engagement. The workshop was presented by
Maritha Pritchard, lecturer at the University of Johannesburg. Delegates
brought their laptops and tablets to practically experiment with the
various social media platforms available, how to use a content calendar
and applying social media metrics to measure and monitor corporate
PRISA presents the following workshops in Johannesburg and Cape Town for you this coming month.
| Johannesburg workshops
|Stakeholder Engagement: 14 -15 October
stakeholder relationships are one of the key tools to attaining your
company’s strategic goals. This is the basis of building social capital
that can take you and your organisation to new heights. As
communicators, effectively developing a framework within a company
tailored to maximising the value that each stakeholder carries, is an
|Measurement and Evaluation: 17 October
evaluation or measurement an exact science? Is there a standard? Is
there a formula? How do practitioners report on ROI, the value of
campaigns and the impact on the target audience? What is important to
know is that campaigns can be measured.
The principles are based on
the PRISA endorsed Barcelona Declaration – we will review the update on
the international standard, look at ways of measuring the digital
element and analysing practical examples of evaluation. These are the
issues that we will explore in this session.
|Digital impact on the South African Market: 23 - 24 October
digital domain is becoming increasing popular as a channel to acquire
and engage with customers. Given the local growth in smart devices and
the decreasing cost of connectivity more and more people are replacing
traditional media time with time on their device. This has led to a
culture of instant gratification and information on-demand underpinned
by our reliance on the Internet.
|Communication Audit: 25 October
the exact value of a brilliant communication campaign or perfectly
pitched public relations plan is an integral part of a communicator’s
professional life. Without this crucial skill, a communicator could
easily fail to translate great ideas into great rewards. Unfortunately,
many professionals do not know how to properly measure their
communication efforts. This workshop looks to reverse that trend and
impart the invaluable skill of how to conduct a communication audit.
|Professional Events Management: 28 - 29 October
Managing events is not
easy. It requires many skills including consultation with the correct
stakeholders, creativity, logistics and budget management, to name a
few. However, events are critical to get right and not a variable you
can risk your company’s reputation with.
|Cape Town workshop
|Proof reading and editing for public relations and communication professionals: 23 - 24 October
writers understand the importance of professional proofreading and
quality editing. They also know the difficulty in detecting one’s own
mistakes in texts. Frequently the difference between a good article that
belongs in the top drawer and one that lands in an editor’s file 13
(recycle bin) is a few grammatical errors and spelling oversights.
To book for any of the above mentioned CPD workshops contact Ivonne Blom at firstname.lastname@example.org
| Spotlight on APRs
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What does it take to become an APR? We
thought this month we would provide you with some guidelines to help you
achieve your APR status.
You will be eligible for accreditation if you have at least 10 years experience
in the professional practice of public relations and communication
management in all of the tasks listed on the application form or in the
teaching of this field at an accredited education institution. (www.prisa.co.za)
|Public Relations Consultants' Chapter (PRCC) Corner
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Never underestimate the power of a brand. This is the message to all
business owners from Marie Yossava APR, founder and owner of Grapevine
Communications, a Johannesburg public relations and communication
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Rene Benecke CPRP, senior lecturer at the University of Johannesburg, shares her views on what PRISA meant to her in her career.
Being asked the question “What has
PRISA meant to you?” took me back to the early 1990s when I did the
Certificate in Public Relations Practice with PRISA. I can still recall
being seven months pregnant with my twin daughters at the graduation
ceremony and receiving my prize as the best student while feeling very
uncomfortable! This relationship is now 21 years old.
During this period there have been
times of much involvement and times of less active participation in
professional body activities. Reflecting back on this made me wonder
why? Was it because the organisation did not speak to my needs, was it
because I did not want to be associated with the members because I
questioned their professionalism or was it just due to the rhythm of
life? Being a graduate with a BA Communication degree, a good position
in the industry, working hard and raising a family it was easy to lose
interest in the professional body. Losing contact with the industry and
fellow practitioners during that time, often struggling to solve
challenges most likely experienced by others resulted in isolation and a
feeling of disconnect. During such times it’s also easy to criticise
because ignorance breeds arrogance.
Luckily, I again joined the team at
PRISA and have been paying my membership diligently for a number of
years now. Being a CPRP member, serving on the Education, Research and
Training Committee and involving my students in PRISA activities as
student members gives me a sense of belonging and an opportunity to play
an active role in PRISA. I do live by the motto that you can only
change things by being involved in processes and the organisation,
sharing and learning from experiences for a purpose greater than
PR Boutiques International™ Survey results reveal Insights into members
PR Boutiques International (PRBI), a
global network of 31 boutique public relations companies in 13
countries, released its first report of data from its 2013 member survey
PRBI members are distinguished by a
business model of focused, customised services by hands-on senior
practitioners. Their clients include international conglomerates,
Fortune 500 corporations, trade associations, and fast-growing companies
in industries such as technology, energy, financial services,
government, tourism, education, lifestyle and healthcare.
How to increase your clients’ reach
It’s not often that public relations
consultancies are asked “Do you have anything on the public relations
industry sector. We have a lot of space to fill, but no material.”
That is music to your ears as it
virtually guarantees publicity and looks great in the news clippings
files especially at times when clients are demanding added value or are
reviewing their relationship with their public relations consultancy.
We at KZN Industrial & Business
News and Eastern Cape Industrial & Business News are experiencing
unprecedented growth and with that growth comes the need to fill those
additional column centimeters with informative material particularly for
the broad range of features that we run each month.
While we focus on the KZN and
Eastern Cape regions, our new product pages – in features and run of
paper – tend to “gobble up” editorial and we often find ourselves on our
knees to our regular suppliers to supply us with meaningful news, case
studies, product punts etc.
So just as we are expanding our news
offerings, we offer you the opportunity to extend your client coverage.
Have a look at our latest issues electronically on www.mediaevents.co.za to get a feel of who we are. Then please send an email to email@example.com and we can all reach our goals.
|World Public Relations Forum Presentations
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The Asian Century:
This extremely interesting session
led by Mark Sheehan, a Senior Lecturer from Deakin University / Asia
Pacific Public Relations Journal together with key industry experts Ava
Lawler, the Global Consultancy Director of Text 100 and Jenny McGregor,
Executive Director of Asia Link at The University of Melbourne and
founding Executive Director of the Asia Education Foundation, will
examine the opportunities, pitfalls and implications for the public
relations profession as the world’s centre of economic, industrial and
political centre of gravity shifts towards Asia during the coming
century. Ava has had a 23 year global career in communication spanning
the Australian, Chinese, Asia, Pacific, UK and South African Markets and
has spent 13 years establishing and managing business either locally or
across Asia Pacific. Jenny McGregor has been closely involved with the
development of the ‘Australia in the Asian Century’ White Paper which
the Australian Government commissioned to consider the likely economic
and strategic changes in the region and what more can be done to
position Australia for the Asian Century.
Have we found the “Higgs Boson” of public relations in our advances measuring value?
The International Coalition for Public
Relations Research Standards was formed earlier this year to create a
broad platform of standards and best practices for public relations
research, measurement and evaluation. This session, facilitated by James
Wright from Red Agency and a noteworthy panel comprising John Croll,
Sentia Media; John Paluszek, Ketchum; Michael Ziviani, Precise Value and
Kieran Moore, Ogilvy Public Relations Australia present the latest
developments and discuss the evolution of public relations measurement
and the commitment and advances made in this space. A crucial session
for all public relations and communication practitioners.
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Talk to Solly this is your opportunity
to share your views and opinions about YOUR PRISA with Solly.
Until next month,
PRISA: Executive director
Compiled by Helena van Wyk