PRSA national Chair-Elect to discuss state of society, industry

We all know PR is changing. Who better to speak about the state of the PR industry than PRSA national Chair-elect Michael Cherenson, APR?

Michael will give opening remarks on Saturday morning, and will be available to answer your questions about the industry and the latest activity within the world's largest PR organization.

We're just a few days away and we look forward to seeing you soon.

Sneak Peek to Saturday session: Peter Shankman

You may remember I blogged a few weeks ago about Help A Reporter Out, a service that connects reporters and bloggers with sources for stories. The best part about it - it's completely free for journalists, bloggers, PR pros and anyone else who wants to register.

The site has grown by leaps and bounds (perhaps because of the mention on this blog?) and creator Peter Shankman will talk about how he grew the site through his use of social media. If you haven't signed up head there now - there are great queries sent a few times each weekday.

Peter is very popular on the speaker circuit, and if you read a summary of a recent keynote address he gave or check out his blog, you'll know why.

On a "housekeeping" note - if you're planning to join the fun in Miami Beach June 19-21, make sure you register and book your room at The Alexander no later than 5 p.m., Tuesday, May 27. This is your last chance to get the great rate of $169/night (limited rooms are also available at this rate for June 18 and June 22).

Business Wire: The evolution of the press release

Submitted by Mike Gibaldi, APR, Account Manager, Business Wire

Unless you've been on a long sabbatical from our industry or have been living under a rock for the past few years, you know that the press release has evolved well beyond its original role.

The original, sole role of a press release: present a compelling, 'newsworthy' message to a journalist in the inverted pyramid structure in the hopes of getting editorial coverage.

The new role: the original role, plus, plus.

Business Wire absolutely believes in the original role of the press release and supports it with our core distribution service and a nationwide media relations team that is in continual contact with the nation's traditional journalists. Nothing beats third party endorsement by the Fourth Estate. However, for good or bad, the gatekeeper role of traditional media has greatly changed. Business and consumer audiences demand and get their news unfiltered, when they want it, where they want it and how they want it.

All this provides an opportunity to treat the humble press release as an interactive marketing tool.

Think Google news alerts, MyYahoo, MyBusinesswire, myfavoriteindustrywebsite.com, podcasts, blogs, social media and RSS feeds. Information is no longer contained in neat, vertical silos but has spilled and flattened out as far as the eye can see – to be shared, repurposed and aggregated.

The news consumer is driving the process and if you're not tweaking your press release approach to work in the new environment, you will fade to the margins of the public relations and marketing community.

In a nod to the original role with a few modern twists, Business Wire offers this traditional release writing advice.

And looking at here and now, and considering the almighty and ubiquitous Google, we offer writing for robots vs. reporters.

Let's not concede the opportunity presented by the interactive press release to others in the integrated marketing spectrum. It belongs with the PR profession. Business Wire is working hard to help our clients EXPAND their piece of the new communications pie.

We invite you to visit the Business Wire website and the BusinessWired blog to learn more.

Enjoy the beach!

Session Highlight: Preparing for a Disaster in a Post 9-11 World (Lauren Stover, Miami-Dade Aviation Department)

Continuing with our focus on the conference sessios...
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WORKSHOP SESSION: June 20 @ 11:30am
Lauren Stover, Miami-Dade Aviation Department & Andy Newman, Newman PR
Assistant Aviation Director for Operations and Security
PR on Demand: Preparing for a Disaster in a Post 9-11 World

Take advantage of Miami-Dade Aviation Department’s expertise in disaster preparedness, homeland security measures and the annual Atlantic-basin hurricane season and learn more on how you can prepare your company, organization or clients to deal with disasters and potential security threats in South Florida. Lauren Stover works directly with the U.S. Department of Homeland Security on a daily basis by putting into place improvements aimed at strengthening aviation security while streamlining procedures for travelers. Stover, a 23-year veteran of Miami-Dade County government, is highly trained in handling incidences of national significance and is regarded by the Department of Homeland Security as one of the top crisis managers in the U.S. She is responsible for all security, operations and communications activities in the County’s system of airports.

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Living in South Florida, we all know firsthand the preperation needed before, during and after a crisis...especially during Hurricane season. Imagine if you were charged with the crisis plan to...oh I don't know...say, one of the busiest airports in the world with more than 80 airlines serving 150 destinations around the globe during a hurricane or worse yet: a security scare. Yikes! Preparation is KEY!

We always counsel our clients or senior management on the importance of being prepared with a plan before devastation hits. The responsibility is ours to anticipate the "what ifs" the "unspeakables" and the "it would never happen in a million years" situations. We live our lives one crisis at a time given the nature of our business...but when a real crisis hits whether it is internal, external or (God forbid) a major devastation...then we are really thrust into the 24/7 on-demand mode with our employees, our partners, our clients and even our family and our community. Do you have any crisis situations that you've dealt with that you are most proud of that you'd like to share? Any crisis that you survived but hindsight has shown could have played out better?

Don't forget: Early bird rates have been extended through May 16! Register today...

More session highlights to come!

Early admission rate extended to May 16

By popular demand, the planning committee has extended the early admission deadline for the Sunshine District Conference to Friday, May 16. PRSA members who register through Friday, May 16 pay $249 (a $60 savings over the regular $309 rate).

If you are planning to pay by check, do not forget to register online and select this option. Also, if you need a hotel, rental car, airport shuttle or airline ticket, visit our website to see our travel information, including some special rates arranged for conference attendees. Don't forget - the special hotel rate of $169/night per suite at The Alexander expires May 19.

We have more than 50 people confirmed for the conference so far, and look forward to having a great event June 19-21 in Miami Beach.

Session Highlight: Making the Most of Corporate Sponsorships (Karen M. Jones, DHL)

The PRSA Sunshine District Conference is almost here! As we finalize the conference agenda, we will begin a series of features on some of the speakers and sessions on this blog.

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KEYNOTE SESSION: June 21 @ 11:30am
Karen M. Jones, DHL Express
Senior Vice President, Corporate Marketing & Communications
Making the Most of Corporate Sponsorships
Looking to find the right partner for a new sponsorship platform? Learn how to create a 360-degree program to activate a successful partnership. Hear how DHL, Official Express and Logistics Provider for IMG's Fashion Weeks and Major League Baseball, leverages media relations, community programs, branding, customer and employee engagement opportunities programs to maximize sponsorships.
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Take advantage of DHL's expertise in the corporate sponsorship arena and learn more on how you can maximize your company/brand with targeted, effective and successful partnerships. Whether your company or client is large or small---there are great partnership opportunities out there for you. From non-profit events and community outreach programs to international sporting events...there is atleast one that is sure to fit with your marketing goals and vision. Remember, sponsorships can be monetary, barters/exchanges or even volunteer time. This is a PR/Marketing area that allows you to think outside of the box on what is beneficial for all parties involved.

Won't you join us? Early bird rates are still available! Don't forget to register to take advantage of these great low rates. Also, rooms at The Alexander Oceanfront Resort are going fast--don't forget to book your room, too!

Just a few days left...

If you're a PRSA member and you haven't registered for the Sunshine District Conference, you should do so by Friday, May 9 - this is the last day to get the early bird registration rate of $249 (a $60 savings). Visit www.prsamiami.org/conference for information, and don't forget about our special Friday night event, a three course dinner with welcome mojito at OLA and a tour of Miami Beach (just $40 for both events, transportation with a PRSA Miami member included).

If you're not from South Florida and need a hotel, you should also act quickly on our special hotel rate of $169/night, which is available through May 19. Call The Alexander directly at 305-865-6500 or 1-800-327-6121 now to book your room.

Finally, if you haven't done so lately, check out our Speakers page for the latest information on our programming.

We're just a little more than a month away. See you June 19-21 in Miami Beach!