Conversation with PRSA Board Chair, Michelle Egan
PRSA Board Chair, Michelle Egan, led a conversation with ECD members in a special Town Hall on November 17.
Joining Michelle were Lauren Collins, vice president of member services, and Karen Mateo, chief communications officer for PRSA.
PRSA’s Strategic Plan is built upon 3 Pillars:
- Build profession and membership with young professionals.
- Influence membership.
- Evolve the tools available to help members succeed.
Objectives:
- Build the chapter, build connections between board, district, chapters.
- 80 chapter meetings attended, 40 board events, 90 district meetings and conferences, 250 plus committee meetings.
- Top Priority: engaging with members and making the organization stronger.
Looked at ECD Strategic Plan – Objectives aligned with PRSA board.
1. Code of Ethics: Number one value among members. One thing we’ve done around code of ethics, notice when you renew membership, renew pledge to code of ethics.
2 issues every committee listed: 1) AI, 2) misinformation/disinformation; resources available.
3. Board of Ethics and Professional Standards has code of ethics tied to AI and its practices.
4. Mis/disinformation – turbulent times, election year; important time for us as communicators to think what will happen if clients fall victim of mis/disinformation, and to build media literacy.
5. Want to plug diverse dialog session happening Thursday, Nov. 9; talking about issues of polarization and how we as communicators can wade into taking positions and making statements, and what stakeholders need from us.
Lauren Collins – VP of Member Services & Karen Mateo – Chief Communications Officer:
- ECD is engaged with active volunteers.
- PRSA membership highest in 2 years, passed 7K mark; many chapters with growth, but other that declined.
- Group membership is an opportunity to increase chapter membership; advantage to rate and multiple members on one invoice.
- PRSSA membership 6,700.
- IKON had 2K attendees; last year 1,640.
- Average attendance for webinars is 640 attendees.
- Resources tab developed for this year. All items found there – multiple folders.
- Leadership Rally – did four pre-rally webinars/recorded.
Question and Answers led by Kaylin Staten, APR, ECD Board Chair:
Kaylin Staten – how does PRSA national see role of districts, how do you view relationship with districts (emphasis on sections and chapters – what emphasis on districts?)
ANSWER: Michelle – not unique to ECD to ask what our role is? after COVID, trying to get volunteers. Most powerful role district plays is supporting chapters. QS in September was a huge value. Coffee chat well attended. That’s the best foundational role district plays. Helping build relationships.
Mark Pompilio — If national foresees structural evolution toward sections over districts.
ANSWER: Michelle says they have very different purposes (district vs. sectional) each has roles.
Sidney Stone: Has there been any discussion of how PRSA and industry affiliation groups can remain relevant and valuable in the world of free info online? Webinars are great, but there is a lot of competition.
ANSWER: Michelle– PRSA is always looking for professional development for members; another piece is building organization for the future. We know about PRSSA – but additional areas in education.
Kaylin Staten — ECD lost one chapter and Akron folded into Cleveland this year. What other ways for chapter leaders to look at this with a more innovative approach. Feeling fatigue; how to grow membership with challenges members are facing. Lauren: different situations for chapters, developed resources based on the need; embrace change – try different things, different programs, networking events, lists; if someone goes on to PRSA and signs up for webinar but not member of local chapter, they go on list of prospects.
ANSWER: Michelle – if your membership is not growing it does not help to hear overall membership is growing or other chapters are doing well. There are BP; other chapters may have innovative approaches they can share (John T. can help with that too). Go back to community – personal touch, outreach to people, inviting them in, sense of belonging.
Jennifer Kramer: Many chapters in ECD collaborate with other organizations on events. In what ways does National promote shared events?
ANSWER: Karen Mateo — We have a working collaborative group with other associations. Conversations going on how to support everyone’s members.
John Tintera. PRSA partnership with American Management Association? Still does.
Jennifer Kramer: What steps is PRSA taking to promote sustainability and responsible communication practices.
ANSWER: Michelle–Everything we are doing is surrounded by our code of ethics. When talking about sustainability, ESG, CSR and those kinds of practices. Working to provide resources in that arena.
Mark Pompilio: At QuickStart, Linda did not have data on membership dues sponsored by employers, any update? ANSWERS: Lauren –Not sure it is something we track; quite a few group members are sponsored – need time to find out more?
ANSWERS: Michelle–there is no flag for who is paying the dues; some pieces employer pays, vs. member pays. Can talk about how we are supporting members who are no longer employed. Lauren — We do have a hardship program. Karen: there are online resources for non-members at no cost.
Michelle: I want to go back to the question about building membership. We heard from PRSSA chair – and asked: “What is the one thing we can do to support you?” and she said it is connecting pro chapters to student chapters. We had a task force work on that; want to put a point on that this is really a great source of future members. Think about chapters and how to engage in a constructive way.
Tammy Allen/Hoosier: Tammy lives two hours away from Indianapolis. What is the best way to leverage membership for non-metro/rural members.
ANSWER: Michelle: Encourage to dig into what is available from chapter in your region and National and have the benefit of both.
Maribeth Farkas/Detroit: It seems more senior level pros are stepping back from engagement at local level. Is National doing anything to retain longstanding members?
ANSWERS: Michelle: looking to engage seniors more in mentorship, ways to give knowledge back in providing professional development, and opportunities with senior members who don’t want to be a volunteer chair but have knowledge to share. Lauren: I have been looking at the member journey, where are members are and what we offer for these groups. My focus for 2024 is marketing focus to specific groups and getting information out. Connect our senior pros with younger pros.
Mark Weinstein: We can’t lose sight that it’s also important for senior members to be learning from the younger professionals. The minute I stop learning (as a senior member), regardless of who is the teacher, it’s time for me to leave the profession. Learning must be a two-way street between senior and younger professionals.
RESPONSE: Michelle– I totally agree, Mark. Karen: don’t need to be younger to be mentored. Also have student rep on committee to gain their insights. May be way to work with local chapters and bring students in and lean on each other’s groups. At National Assembly, there were a number of senior members who wanted to attend student sessions.
Kim Skeltis: From National level have you heard of drop of attendance at chapter events? We’re struggling with attendance at local events. We feel like it might make more sense to have less programs (quarterly even) it it helps bring more attendees. Curious what you are seeing out there and what others are doing. Lauren: Yes – event attendance has gone down. I think it’s fine to move from monthly to quarterly events or shift from BP programs to more social and networking events.
ANSWER: Michelle: We have to adapt to the times and what members need.