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2009 PRSA Workshop


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2009 PRSA Workshop

  1. 1. 2009 Public Relations Nonprofit Workshop Sponsored by the West Michigan Chapter of the PRSA Thursday, For more information and to register, visit: September 17, 2009 www.wmprsa.org8:00 am - noon Eberhard Center, Grand Valley State University301 West Fulton, Room 215Cost: $60 Featuring Three One-Hour SessionsThe West Michigan Chapter of the Public Relations Society of America offers a low-cost,power-packed half-day workshop specifically designed for those who work in the non-profit world. These sessions target those who have five years or less experience inpublic relations. Anyone who has responsibility for communicating about your non-profitshould consider attending. What is Guerilla Marketing, Anyway? An Introduction to Non-Traditional Advertising Rob Jackson Principal & Creative Director Extra Credit ProjectsThe session will cover non-traditional thinking in advertising, and why this alternative approach has become a valuabletool in any marketer’s toolkit. Well review both national and local case studies not only from Extra Credit Projects, butfrom other brands and agencies as well, with an emphasis on non-profit organizations. The Long-Term is Just a Series of Short Terms: Hard truths and creative perspectives on developing strategic plans that are understandable, actionable, and measurable. Kurt D. L. Dietsch Director of Marketing/ Business Development, Integrated Architecture Principal, Luciditi, Brand Development and Communication DesignIn an increasingly short-sighted world, how can the smart organization plan strategically, and still deal with the urgenciesof everyday life? All too often, real strategic planning falls prey to the tyranny of the urgent. How can we create usefulstrategic plans, that are understandable by leadership, effective and measurable, and able to be clearly and easily putinto action? Join us in this session for a practical and creatively irreverent look at the promises and pitfalls of strategicthinking in the non-profit context.
  2. 2. 2009 Public Relations Nonprofit Workshop For more information and to register, visit:Sponsored by the West Michigan Chapter of the PRSA (continued) Media: Why They’re Just Not That Into You Media Relations 101 Andrea Groom, APR Kate Washburn, APR Senior Consultant Director of Media Services Wondergem Consulting, Inc Wondergem Consulting, IncTips, techniques and tactics for effective interaction with West Michigan print, broadcast and online media. Areas offocus will include relationship building with reporters, media protocol, deadlines, rules of engagement and mediacommunications. We will also share strategies for successful media interviews. We Don’t Care What You Had for Dinner. The Whats and Whys of Social Media Kevin Dean President & Founder ManoByteAre you engaged in social media? If so, how? Are you adding value to the conversation? Are you advancing yourorganization in the conversations you engage in? Social media is giving millions of people the power to talk about yourorganization. You can engage and influence the conversation, or you can let the conversation influence you. Learn whenand how you to engage in social media as well as determining the right channel for the right purpose. Don’t Even Go There: The Basics of Crisis Communications Dan Spaulding Principal Seyferth & AssociatesIf a crisis occurred and the media was on the way to your office, would you know how to respond? Learn how a solidpublic relations plan can help you in preparing for and recovering from a crisis. Do I Need a Petting Zoo? (And Answers to Other Burning Questions Surrounding the World of Event Management!) Kristen Aidif Founder Grand Rapids Event ManagementDiscover how best to quantify and maximize your resources when planning events for your organization.You’ll build a better relationship with attendees, allowing your organization to realize their event-related goals! Clarity First: A Writing Workshop Don Hunt Partner/Managing Director Lambert, Edwards & AssociatesYour audience trusts you will be clear, concise and relevant in everything you write. If you abuse that trust with sloppysentences, rambling details or an avalanche of jargon, your message will be lost or misunderstood. This session includesinteractive exercises, and take-home cheat sheets!
  3. 3. 2009 Public Relations Nonprofit WorkshopRob JacksonPrincipal & Creative DirectorExtra Credit ProjectsExtra Credit Projects is a creative concept, advertising and design collaborative. We deliverbig ideas without the big agency, big city, big budgets or big egos. Our passion is buildingawareness, momentum and results for organizations with significance. Whether throughtraditional advertising, new media or unexpected non-traditional methods, we always try tomake every dollar spend like ten, and leave no stone unturned when looking for a way to getthe word out. Our ongoing mission is to deliver world-class creative ideas from right here inGrand Rapids. ECP clients range from beer to Bibles and include Anheuser-Busch, Zondervan,The Ad Council, National Heritage Academies, Kalamazoo Air Zoo, Michigan’s Adventure,Chemical Bank, Teachers Credit Union and The Outdoor Advertising Association of America.The ECP advertising and design work has been showcased in Archive, Brandweek, PrintCritic,Graphic Design USA and Print Regional Design Annuals among others. Awards includenumerous Obies, National Addys, Graphis, Tellys and Cannes Lions, just to name a few. ECPhas won dozens of Addy awards including the 2008 West Michigan Best of Show Award, two2008 National Addys and a 2009 international Gold Advertising Award from Graphis.Kurt D. L. DietschDirector of Marketing/ Business Development,Integrated ArchitecturePrincipal, Luciditi, Brand Development and Communication DesignA passion for strategic thinking and a heart-felt belief in the business value of communicationclarity are at the core of Kurt’s contribution to numerous clients. With over 30 years experienceas a communications strategist, design leader, and business owner, Kurt’s expertise is invaluablein building powerful, enduring messages and identities that compel viewer connection, andbuild brand positioning and differentiation. Kurt brings an innate understanding of the powerof a soundly constructed, expertly managed and clearly communicated brand. After graduatingfrom Bowling Green State University, and working for communication design firms in southernCalifornia, Kansas City, and Chicago, Kurt moved to west Michigan and joined the marketingcommunications community here. In 1990, he was the founding principal of DDM Marketing &Communications, and served as creative director and senior brand strategist until 2005. Hemoved on then to establish the brand marketing consultancy Luciditi, which continues today.In 2008, Kurt also served the marketing and creative services department of Michigan StateUniversity as Creative Director. In June of this year, Kurt joined the staff of IntegratedArchitecture as the Director of Marketing/Business Development.Andrea Groom, APRSenior ConsultantWondergem Consulting, IncAndrea Groom joined Wondergem Consulting, Inc. in 2004. Representing clients in the for-profitand non-profit sector throughout Michigan, she specializes in public relations and media strategies,event planning, media relations, issues management and crisis communications. Andrea earnedher Master’s degree in communication from Grand Valley State University in December 2004and has also obtained her national accreditation in public relations through the Public RelationsSociety of America (PRSA). She received her Bachelor of Arts degree in communication fromHope College where she was a member of Lambda Pi Eta, the National CommunicationAssociation Honor Society. Active in community and professional associations, Andrea is aboard member and membership chair for the West Michigan chapter of the Public RelationsSociety of America (PRSA); public relations committee member for the Rotary Club of GrandRapids; past board member and membership director of Interchange, an association of areacommunication professionals; and founding board member of the Grand Rapids YoungProfessionals.
  4. 4. 2009 Public Relations Nonprofit WorkshopKate Washburn, APRDirector of Media ServicesWondergem Consulting, IncKate Washburn is a seasoned public relations professional with more than 13 years of diversecorporate and non-profit experience in media relations, issues and crisis management, eventplanning, communications consulting and strategic planning. Kate joined WondergemConsulting in 2000 as a senior consultant and was later appointed director of media services.Previously, she worked in public relations for Grand Rapids Community College and as a publicrelations account manager for an area business-to-business advertising, marketing and publicrelations firm. She earned a master’s degree in organizational communication from WesternMichigan University and received a Bachelor of Arts from Grand Valley State University. Shehas also obtained her national accreditation in public relations through the Public RelationsSociety of America (PRSA). Active in PRSAs West Michigan chapter, Kate serves on the Boardof Directors and various committees. For many years, she served as communication chair forthe March of Dimes Signature Chefs Auction and member of the American Cancer Society’sKent County Leadership Council.Kevin DeanPresident & FounderManobyteKevin Dean is the president and founder of ManoByte, a social media marketing consultancy.Established in 2007, the companys mission is to assist business professionals understand howto use social media data in making more effective decisions that result in attracting andretaining customers. Kevin has spent many years understanding decision support systems andbusiness intelligence. Kevin spent 6 years working with two Fortune 500 companies in an ITmanagement role. In addition, he spent over 11 years consulting for major organizations suchas Sears, Roebuck and Company, Meijer, Michigan State University, and the University ofMichigan Hospital, to name a few. Kevin is a recognized expert in the field of social media.Kevin is an instructor, guest speaker, and panelist on the subject of social media at conferencesaround the country. He has been featured and quoted in trade journals and television reportson the trends and effects of social media on business.Dan SpauldingPrincipalSeyferth & AssociatesDan Spaulding joined Seyferth & Associates in 1989, becoming a principal in April 1994. Dancounsels many of the firm’s clients – Blue Cross Blue Shield of Michigan, Wolverine PowerCooperative, public school districts, colleges and many others – in the development of mediaand long-term public relations strategies to address issues and crises. Working with clients’senior management, Dan also tackles internal communications challenges that range frommergers and acquisitions to labor relations. Numerous governmental entities have benefitedfrom Dan’s counsel as well. Whether a city, an agency or a department, sorting through theissues and crafting effective communications with constituencies can have complexities thatbenefit from the experience and objective counsel Dan provides. Dan’s experience on thefront lines of broadcast journalism is valued highly by government officials, senior managementand media spokespersons.
  5. 5. 2009 Public Relations Nonprofit WorkshopKristen AidifFounderGrand Rapids Event ManagementKristen Aidif has been involved in the event management arena for the past 20+ years,founding Grand Rapids Event Management in 1990. She is best known in Western Michiganas the Race Director for the Fifth Third River Bank Run. The organization specializes in eventmanagement for both the corporate and private sectors, public relations, marketing, andmedia and sponsor relations. The staff has a diverse history which includes coordinatingmulti-city children’s arts festivals, the international tour of a mobile computer laboratory, thelargest 25K road race in the country, the only airport runway race in Michigan, multi-marketcycling criteriums, inline skate and bike rodeos, autograph signings, and a Grand River-basedduck race for charity.Don HuntPartner/Managing DirectorLambert, Edwards & AssociatesDon Hunt leads LE&A health care and emerging technology practice, and has more than 20years of experience in all facets of public and media relations. Hunt spent a significant portionof his career consulting with a wide range of health care organizations, and has extensiveknowledge of the many clinical, financial and community issues driving the industry.Hunt has delivered meaningful, national-level results for a wide array of clients, ranging fromlarge-scale insurance carriers to technology M&A firms and nationally recognized healthsystems. He has also been a technology columnist for the Chicago Tribune for the past 10years and is a sought-out media resource on a wide range of health care and IT topics.Hunt joined LE&A in 2000 after five years as Director of Communications for DP Fox Ventures,LLC, a Grand Rapids, Mich.-based business management and investment firm led by DanDeVos, with interests in commercial and residential real estate, transportation and sportsand entertainment.While at DP Fox, Hunt provided oversight for all marketing and public relations functions for awide range of affiliate business operations. He also helped lead the development of a stand-alone marketing company which provides regional and national media buying, graphic designand strategic planning services. Prior to DP Fox, Hunt worked in the agency world as aconsultant to companies including Blue Cross Blue Shield of Michigan, Whirlpool Corporationand the former Upjohn Company (now Pfizer). A reporter by training, he has written for theNew York Times and a variety of other publications.Hunt has served on the boards of the Frederik Meijer Gardens & Sculpture Park, glimaWest,and the Grand Rapids Griffins Youth Foundation, and is currently a member of the WestMichigan Make-a-Wish committee. He has also served as co-chair of the West MichiganTechnology Council for the Right Place economic development program and is a graduateof the University of Michigan. For more information and to register, visit: