Public Relations Advisory Council
AGENDA
I. Opening Comments
Debbie Mason, APR, CPRC, Fellow PRSA
Council Chair
II. Approval of Minutes
All
III. State of the Department Report
Juan-Carlos Molleda, Ph.D., Interim Department Chair
Business Meeting
Monday
November 4, 2013
4:00 p.m. – 6:00 p.m.
IV. PRSSA Alpha Chapter Report
Adara Ney, PRSSA President
UNITY Public Relations Report
Nicole Early, UNITY President
V. Council Committee Reports
• Designated Gifts
Ron Sachs – Margaret Gaylor
• Future Trends
Deborah Charnes and Karen Jones
• Internships
Amy Gravina, APR
• Nominating Committee
Susan B. Towler, APR
• Communications Committee
Jay Magee, APR
• Bateman Committee
Craig Dezern & Deanna Pelfrey, APR, Fellow PRSA
• Department Research Support
Bob Grupp, APR & Moon Lee, Ph.D.
VI. Proposed Dates for Spring 2014 Meeting
VII. Other Business
All
College of Journalism and Communications
Department of Public Relations
2085 Weimer Hall
PO Box 118400
Gainesville, FL 32611-8400
352-273-1220 Tel
352-273-1227 Fax2
University of Florida
Department of Public Relations
2013 Fall Advisory Council Business Meeting
Monday, November 4, 2013
Council Members/Special Guests in Attendance: Iliana Rodriguez, Erin Hart, Frank Ovaitt,
Jay Magee, Ron Sacs, Amy Gravina, Julie Spechler, Bob Grupp, Susan Towler, Nancy
Fullerton, Kathleen Lewton, Del Galloway, Debbie Mason, Adara Nay and Nicole Early.
Public Relations Faculty in Attendance: Juan-Carlos Molleda (Department Chair), Ann
Christiano, Spiro Kiousis, Deanna Pelfrey and Kay Tappan.
I.
Opening Comments: Jay Magee welcomed the group and explained that he was stepping in
for Debbie Mason because she was delayed.
II.
Approval of Minutes: Amy Gravina moved to approve the minutes from the previous
Advisory Council meeting and Ann Christiano seconded the motion. A vote was taken by the
Advisory Council members present. All were in favor, no one was opposed or abstained from
the vote.
III.
State of the Department Report: Dr. Juan-Carlos Molleda welcomed the group and then
thanked Susan Towler and Debbie Mason for the years of service they have given to the
Department and the College. He informed everyone that they will be done serving on our
Advisory Council after this meeting and wanted to acknowledge the outstanding work they
both have done for this group. They were presented with gifts as a token of our appreciation.
Dr. Molleda then gave his state of the department report and made a presentation which is
attached to these minutes. He announced Dr. Sora Kim’s promotion to full professor and
informed the group that Kay Tappan was hired on a one-year contract to teach visual
communications. He also thanked Deanna Pelfrey for her service of six years as the PRSSA
and Alpha Productions advisor and told them that Kay Tappan will be the new advisor for this
group. He then spoke about the ongoing national search for the department chair position
and discussed some of the department’s priorities like the FRANK 2014 conference and
shared the job description for the director of the Strategic Communications Agency. He asked
the group to consider anyone that they would like to recommend for this position and to let
him know so that they can be informed of the opening. He also discussed the development of
the Undergraduate Enrichment Center which the College will open in Spring 2014. Dr.
Molleda discussed some new course offerings in our department such as the online Principals
of Public Relations course developed and taught by Dr. Sora Kim and the online International
The Foundation for The Gator Nation
An Equal Opportunity Institution
Public Relations course developed and taught by Deanna Pelfrey. He also mentioned that we
have been cross- listing a Social Media Management course with the Telecommunications
department which has been very successful. He gave an update on the Global Strategic
Communications Graduate level program and told the group that a consideration for an online
Master’s in Public Relations is being discussed and asked the members to give him feedback
on this idea. He presented some information about the number of applicants to the graduate
program and some discussion on this took place among the group. Dr. Molleda then showed
the faculty’s achievements on scholarships and gave information on contributions they have
made to academic journals. He also presented information statistics on trends in enrollments,
diversity, internships and faculty/student ratios. He discussed the faculty’s teaching
evaluation rates and compared them to the College averages. Dr. Molleda then highlighted
undergraduate and graduate student accomplishments and gave information about our faculty
and special acknowledgements they have receive such as Dr. Sora Kim’s Top-Paper Award at
AEJMC conference. He went on to show the service activities in which our faculty have
participated and gave thanks to the Advisory Council Members who generously gave
contributions to the College and to our Advisory Council Fund. For more detailed
information, please see the attached copy of the presentation.
IV.
PRSSA Alpha Chapter Report and UNITY Public Relations Report:
Dr. Molleda introduced Adara Ney, PRSSA President. She did a brief presentation for the
group where she introduced herself and discuss the new initiatives of the Chapter. She spoke
about how they re-branded and showed the group the new logo they have adopted. She also
discussed the program which they have put together for the students and shared the schedule
of speakers and seminars they have planned. She informed the group that they have about
200 members and discussed some of the ways they are handling the member’s participation
thru the use of their committee groups. Adara then spoke about the Alpha Productions Firm
and the group of students who manage the firm. She gave an oversight of the organizations
they are working with and discussed the type of work they are doing. She then gave the group
some information on their outreach efforts as a Chapter and how they were involved at the
National Conference and did a presentation at that meeting. For more detailed information
about this presentation, please refer to the attached copy of the presentation.
Dr. Molleda then introduced Nicole Early, who founded and is President of UNITY, a new
student group for Public Relations students. Nicole then gave a presentation about her group
and spoke about the purpose of UNITY and why it was formed for students who want a
smaller feel and a more hands on experience. She presented some information and statistics
about diversity in Public Relations and about what members will gain from joining her group.
She then answered some questions from the Council about how they will work with PRSSA.
For more detailed information about this presentation, please refer to the attached copy of the
presentation.
V.
Council Committee Reports:
• Designated gifts- Margaret Gaylord spoke about how she and Ron Sachs are working
together. She then spoke to the group about the efforts the College is making to target
people who can potentially give back. She also said that they are working on re-engaging
past council members to give back to the group and the College.
•
Future Trends- This committee organized the panel discussion and had nothing to present
at this time.
•
Internships- Amy Gravina told the group that this time they have decided to collect
applications from graduate students who were interested in being placed and then the
committee reviewed these applications and would follow up with a face to face meeting
during this on campus visit. Attached are notes from the last conference all the group had
in May.
•
Nominating Committee- Susan Towler spoke to the group and recommended that Karen
Jones be nominated as the new chair along with a nomination for Jay Magee to act as cochair for the group. Susan then moved to approve these recommendations and Frank
Ovaitt seconded this motion. A vote was taken with the members who were present at this
meeting and all were in favor, no one abstained and no one voted against. The motion
was carried. She then announced that some members have decided to not continue on the
Council for a second term and so they are looking for the names of 4 new members to be
nominated for 2014. The committee has presented the names to Dr. Molleda and
welcome any other suggestions from the group of people they would like to nominate.
Once all the suggestions are made, Dr. Molleda will take the names to the department
faculty for a vote.
•
Communications Committee- Jay Magee and Erin Hart spoke on behalf of this committee
and they said that the e-newsletter will go out in a couple of weeks after the meeting. Jay
Magee then spoke about a survey which they are putting together to get feedback from the
council members and the students about the potential for an ongoing communication
platform for students to engage with council members and faculty between meetings. He
also mentioned that a summary report from this committee and the work that they have
been doing is included in the meeting materials packet. For more detailed information
please refer to the Committee Report attached to these minutes.
•
Bateman Committee- Deanna Pelfrey spoke about the Bateman Team and introduced the
new members of this team to the Advisory Council. She then told the group that they are
working on the research component for the competition.
•
Department Research Support- Bob Grupp spoke to the group about the two students this
committee has chosen to present at this meeting. He said that the students are doing
relevant and interesting research and therefore they were selected to share the idea behind
their research to see if they could get financial support from the group. The first student
chosen to present was Lauren Bayliss,:Cultural Values and Corporate Reputation. The
second group chosen to present was Angela Zhang & Weiting Tao: The effects of Brand
Anthropomorphism and Communication Styles on Facebook. Attached is a brief
description of the presentations.
VI.
VII.
Proposed Dates for Spring 2014 Meeting:
The dates for the next meeting were announced by Dr. Molleda as March 17 & 18. He asked
the group to please mark their calendars and save this date.
Other Business: None
Meeting Adjourned.
Submitted by Martha Collada
Office Assistant
Department of Public Relations
College of Journalism and Communications
Department of Public Relations
2085 Weimer Hall
PO Box 118400
Gainesville, FL 32611-8400
352-273-1220 Tel
352-273-1227 Fax2
University of Florida
Department of Public Relations
2013 Spring Advisory Council Business Meeting
Monday, March 25, 2013
Council Members/Special Guests in Attendance: Debbie Mason, Karen Jones, Bob Grupp,
Natalie Asorey, Jacqueline Bond, Margaret Gaylord, Frank Ovaitt, Amy Gravina, Del
Galloway, Nancy Fullerton, Deborah Charnes, Craig Dezern, Claudia Panfil, Erin Hart, Susan
Towler, Bill Imada, Iliana Rodriguez and Jay Magee.
Public Relations Faculty in Attendance: Juan Carlos Molleda (Department Chair), Ann
Christiano, Spiro Kiousis, Mary Ann Ferguson, Deanna Pelfrey, Moon Lee and Linda Hon.
I.
Opening Comments: Debbie Mason, the Council Chair, welcomed the members and
thanked them for being present. She then asked the members to go around the room introduce
themselves since a few members had just joined the council. Dr. Molleda also thanked the
members for their presence at the meeting.
II.
Approval of Minutes: Amy Gravina moved to approve the minutes from the Fall 2012
Advisory Council meeting and Susan Towler second the motion. A vote was taken by the
Advisory Council members present. All were in favor and no one was opposed or abstained.
III.
State of the Department Report: Mason introduced Dr. Molleda, who presented the state of
the department report. Dr. Molleda said he had recently accepted the position as the Interim
Chair for the department, and he thanked Dr. Kiousis for his work as Department Chair. He
then briefly introduced the new council members, and spoke about the accomplishments and
promotions of the department’s faculty and students. Dr. Molleda also spoke about the
department’s national search for the new Department Chair, which is led by Linda Hon.
Dr. Molleda spoke to the council about the programs that are being developed and advanced
by the department. These programs included Ann Christiano’s efforts to advance public
interest communications through the FRANK conference and the soon-to-come Change
Communications Certificate program. He said these initiatives are important because there is
a need to increase the number of students in the department and to create an interest in public
interest communications in the university. Dr. Molleda also spoke about the focus on distance
and online education and the two proposals for faculty size and compensation the department
will present to the dean. Dr. Molleda said the department continues to manage enrolment and
adapt to the new budgetary system. He spoke of the challenge to balance between adjuncts
teaching assistants and full time faculty and of the concern for the faculty to student ratio.
The Foundation for The Gator Nation
An Equal Opportunity Institution
Mason asked if there was a benchmark to what a good ratio was. Linda Hon addressed the
question and said the department is at the edge of what is allowed by the accreditation of the
program. Dr. Molleda said the department is trying to have more faculty members who work
full time. Jay Magee asked about massive open online courses. Dr. Molleda answered that the
university had called for proposals and only approved five of them, one from the College of
Journalism and Communications. Bill Imada asked about the study abroad programs that were
offered. Christiano answered that in the past the college has held programs in Spain, Greece
and Italy. Both Dr. Molleda and Deanna Pelfrey have taught abroad. Dr. Kiousis mentioned
that, in ten years, the program has gone from none existent to the largest in the university and
that one of the main advantages of the program is that it does not delay graduation because the
classes are taught by the college’s faculty. Imada also asked about the percentage of
international students. Dr. Molleda answered that at the graduate level the percentage is high,
but at the undergraduate level the numbers are not significant. To conclude, Mason thanked
Dr. Molleda for the presentation and Dr. Kiousis for his work as department chair.
IV.
PRSSA Alpha Chapter Report: Mason introduced Jacqueline Bond, the president of
PRSSA, and thanked Pelfrey for her work advising PRSSA and the Bateman Team and Craig
Dezern for his collaboration. Bond spoke of #developyourself, the topic the executive board
chose to develop its speaker series. She explained how PRSSA was pushing to open the
organization to students in different majors at the university and had expanded its membership
to 230 members. She said PRSSA had expanded its committees and increased committee
involvement by 60 percent. Bond also spoke of the new online strategy PRSSA had adopted
to revamp its online presence. She also mentioned the awards the chapter had received and its
accomplishments over the past year.
Bond then introduced Natalie Asorey, managing director of Alpha PRoductions. Asorey
mentioned the firm’s growth and its record setting clients and revenue. She said the firm
sought to provide students with more opportunities to take leadership positions and help them
develop professionally.
Bond then acknowledged the Bateman Team and praised them for their hard work. She
opened the floor questions. Imada asked about the budget for an Alpha PRoductions
campaign. Asorey answered that the firm does not accept campaigns for less than $2,000,
which allows the students to learn how to manage the budget. Pelfrey mentioned the firm had
brought in nearly $20,000 in revenue, and Christiano said firm was the backbone of the
FRANK conference planning.
V.
Development Report: Margaret Gaylord spoke about the Florida Tomorrow campaign,
which raised $1.7 billion for the university and exceeded the $1.2 billion goal. She said that as
a college the goal was to raise $27 million and fundraised a little over $20 million. She
mentioned how the three deans and the three development offices are working together to be
consistent. Gaylord also spoke about the next step fundraising step, called Florida Next. She
mentioned the efforts the college is making to provide more spaces for students and integrate
the current spaces for all the students. She explained that the Wright Innovation Scholarship
will give students the opportunity to finance their education or ensure travel funds, etc.
Gaylord said the college is also focused on working on faculty. She said every metric that
they look at tells them that the college needs more faculty members to be as competitive as it
can be. Funding is needed to provide more faculty members who can enrich students. She
asked the council to help by giving personally to make a difference, helping identify people
who have a passion to give to the university, and develop a gift plan. The floor was opened
for discussion. The council then discussed on ideas to develop its own campaign to raise
funds.
VI.
Council Committee Reports:
• Designated gifts- Ron Sachs, the incoming committee chair was not present at the
meeting. Instead, Mason spoke about the development plan the committee prepared with a
three prong approach, which Gaylord will vet. Mason said the council is there for the
faculty and will provide what the faculty needs so the program can remain as a top
program in the nation. The floor was opened for discussion, and Deborah Charnes said
there was a need to develop a system to keep in touch between sessions. Gravina added
that there is a gap of information because the members do not always know what the
faculty needs from the council. Ideas to fund and provide professional development for
the faculty were discussed. Erin Hart mentioned the importance of communicating the
needs of the faculty throughout the year. Mason suggested a Facebook page as a solution
to the communication gap, and Dr. Molleda volunteered to identify faculty needs and
share them with the council members.
•
Future Trends- Karen Jones spoke about the importance of understanding new mediums
of communications for PR practitioners. She said there is a need for the faculty to help
identify the topics that are important to students. She also explained that the next panel
session will focus on international backgrounds, and that the committee wants to tap into
the international experience of the council members. She said the council would
contribute by focusing on what the trend in the international arena is. The committee
hopes to expose undergraduate students to the potential that international public relations
offers. The faculty was welcomed to participate in the future trends panel along with the
students. She also invited the members to join the future trends committee.
•
Internships- Amy Gravina gave a quick overview of the internship program. She
mentioned that every fall the department reached out to graduate students to participate in
internship program over the summer, spring or fall semesters. She explained that council
members complete a form that says they are interested in hosting a graduate student for an
internship in their company. Mason said the graduate students delivered high quality
work, and Dr. Kiousis added that suggestions for other organizations where opportunities
may be offered would be appreciated. Mary Ann Ferguson spoke briefly about the
challenges graduate students face finding internships in the U.S. because the majority of
them are from abroad. Gravina concluded by inviting the members to join the committee.
Claudia Panfil accepted the invitation.
VII.
VIII.
•
Nominating Committee- Susan Towler spoke briefly. She said the role is to recommend
advisory council members to the faculty and nominate officers.
•
Communications Committee- Jay Magee said the committee is preparing pre and post
meeting newsletters. He spoke about decommissioning the advisory council website and
using the Facebook page. Magee invited the members to join the committee and help
develop a strategy to keep everyone informed. The committee will work on developing
opportunities for PRSSA to have a bigger speaker pool. Nancy Fullerton and Erin Hart
agreed to help the committee.
•
Bateman Committee- On behalf of Craig Dezern, Pelfrey spoke about the Bateman Team,
and explained how the council is involved in the selection committee for the team. She
also explained how the students receive credit for their participation in the team. Pelfrey
thanked Hon for her support with the Bateman studio. She also thanked Dezern for
serving as advisor to the team and providing more opportunities. Pelfrey proposed that
more council members become involved with the team, particularly with the
brainstorming and research phases, and participate in tutorial sessions over Skype.
•
Department Research Support- Bob Grupp mentioned that the research committee would
love to have new members. He said supporting grad student research is one of the
committee’s primary objectives. The Advisory Council can help by contributing and
critiquing ideas as well as contributing with funding. Kang Hung Sung was introduced to
the council. He briefly described his research proposal, which is part of his dissertation, on
how organizations can use social networking sites to communicate with their publics.
Sung petitioned support from the council to finance a consumer panel. Imada offered to
support Sung’s research.
Dates for Fall 2013 Meeting: The members held a vote and selected November 4 and
November 5 as the dates for the next meeting.
Other Business: None
Meeting Adjourned.
Submitted by Marianella Tello
Student Assistant
Department of Public Relations
State of the Department
of Public Relations Report*
Juan-Carlos Molleda, Ph.D.
Professor and Interim Chair
* Adapted from multiple sources
Advisory Council Membership
Welcome returning members!
Debbie Mason - Karen M. Jones
Kathy Barbour - Rick Bubenhofer
Deborah Charnes - Elena del Valle
Craig Dezern - Mike Fernandez
Nancy Fullerton - Del Galloway
Amy Gravina - Nicki E. Grossman
Bob Grupp - Erin B. Hart
Bill Imada - Kathleen Lewton
Jay Magee - Gary McCormick
David J. Morse - Frank Ovaitt
Claudia Panfil - Iliana Rodriguez
Ron Sachs - Julie Spechler
Dwaine Stevens - Oscar Suris
Susan Towler
Faculty Team
• Current Department Makeup
– 9 full-time faculty
• 5 full professors
• 2 associate professors
– Dr. Sora Kim became associate professor, congratulations!
• 2 lecturers
– Prof. Kay Tappan (on-year contract to teach visual communication and
work on collaborative curriculum). She also became PRSSA and Alpha
PRroductions advisor.
– Thank you! Prof. Deanna Pelfrey for six years of service as PRSSA and
Alpha PRoductions advisor.
Some Priorities
•
National Search for a
Department Chair
(Linda Hon – Committee Chair)
•
Public Interest Communication
– FRANK 2014 – February 26-28
– Center for Public Interest
Communication
•
Continuous Assessment
•
Strategic Communications
Agency – task force created
•
Undergraduate Enrichment
Center – Spring/Summer 2014
Strategic Communications Agency
Description
The College of Journalism and Communications seeks to establish a strategic communications
agency that will provide excellent services to on-campus and off-campus clients. This agency will
develop traditional and emerging (digital) communications solutions for a variety of paying
clients. The agency will offer immersion experiences for students in advertising, public relations,
brand development, customer relationship management (CRM), and strategic planning. The
agency will develop communications programs, initiatives, and campaigns that are integrated
across disciplines.
The initial primary client for the agency will be the College’s Division of Media
Properties. Additional clients will be secured from other on-campus and off-campus units,
including business and public non-profit entities. The agency will serve to generate revenue, for
the departments and the College and to provide service-learning opportunities to undergraduate
and graduate students. A taskforce will be formed with representatives of the Department of
Advertising, Department of Public Relations, and Division of Media Properties to develop a formal
conceptualization and implementation plan for establishing and sustaining the agency. The
College is committed to (1) allocating resources to renovate a space in Weimer Hall for the
agency’s daily operation, (2) funding and securing the technology and equipment required, and
(3) conducting an official search for a qualified full-time director with extensive practical
experience to lead the enterprise.
Distance/Online Education
Undergraduate
•
Courses offered:
– PUR 3000 Principles of Public Relations NEW! – Dr. Kim
– PUR 4203 Ethics and Professional Responsibility (Summer)
– PUR 4404 International Public Relations NEW! – Prof. Pelfrey
– PUR 4932 Social Media Management (cross-listed with
Telecommunication)
• Fall 2014
– PUR 4100 Public Relations Writing – Rob Engle BSPR ‘79
Distance/Online Education
Graduate
•
Graduate programs
– Global Strategic Communication (currently 48 master’s students and
seven certificate students)
•
•
Spring 2014 = 15 new students expected
What do you think about a potential online master's in public
relations?
Number of Graduate Applications
Quality & Impact
of Scholarship – Faculty
•
Sample academic journals
– Alacaurp
• Latin American Association of University Careers of Public Relations
–
–
–
–
–
–
–
–
–
–
Computer in Human Behavior.
Journal of Business Ethics
Journal of Communication Management
Journalism and Mass Communication Quarterly
Journal of Health Communication
Journal of Mass Communication and Society
Journal of Public Relations Research
Journal of Travel & Tourism Marketing
International Journal of Strategic Communication
Public Relations Review
Teaching
•
Spring 2013 Graduates = 101
•
Enrollment
•
Diversity
•
Internships
•
Faculty Student Ratios
– Fall 2013 = 564 total (416 juniors and seniors)
– 11% increase in student credit hours in comparison to Fall 2012
– 34% minority enrollment (N = 148, 27% Hispanic)
– 86% (N = 481) female enrollment
– A total of 40 internships underway in Fall 2013 (6 paid) and 86 in
Summer 2013 (15 paid).
– Overall 73:1
– Upper Division 55:1
Trends in Majors
Graduate Teaching
• Enrollments
– 52 master’s students
– 12 Ph.D. students
– University and College priority = to increase graduate
enrollment
Teaching Evaluations
& Accomplishments
•
Summer 2013
– Instructor Evaluations
• Department Average = 4.37
• College Average = 4.38
– Instructor Overall
• Department Average = 4.32
• College Average = 4.38
•
Spring 2013
– Instructor Evaluations
• Department Average = 3.83
• College Average = 4.21
– Instructor Overall
• Department Average = 3.71
• College Average = 4.20
•
Summer 2013 study abroad program in Australia with the participation
of Professor Ann Christiano – the second largest at UF.
Sample of Undergraduate Student
Accomplishments
•
•
•
2013 FPRA Golden Image Awards
–
Student Projects in Public Relations – Grand
All Golden Image Award = 2013 UF
Bateman Team’s Spot it, Stop it
–
Public Relations Campaign (Golden Image &
Judges’ Award)
UF PRSSA chapter gave an excellent
presentation on building a chapter
brand (presenters: Adara Ney, Ellen
Farley, Chad Furst, JT Reale and Kat
Harlan).
Alpha PRoductions Assistant Director
Barbara Bermudez sat on the
Student-Run Firm Workshop panel
at PRSSA 2013, Philadelphia.
The team included Evily Giannopoulos, Alex Curbelo, Kelsey
Albina, Claire Miller, and Karla Cobreiro; Deanna Pelfrey, faculty
adviser; and Craig Dezern, Vice President of Global Communications,
Walt Disney World Corporation, professional adviser.
Sample of Graduate Student
Accomplishments
•
•
Sarabdeep Kochhar, 2013 Ketchum
Excellence in Public Relations Research
Award winner! She served a 10-week
internship with Ketchum’s Global
Research and Analytics.
Dean McFarlin run into Sarab in
NYC at 30 Rock! A small world
Sample of Faculty Accomplishment
• Dr. Sora Kim and her peers
won a Top-Paper Award of
the Public Relations Division
at the 2013 Association for
Education in Journalism and
Mass Communication
(AEJMC), Washington D.C.
• I finished six years as board
member of the International
Communication Association's
Public Relations Division.
Service Activities
•
Dr. Linda Hon continues service on
Board of Directors, Plank Center for
Public Relations Leadership, University
of Alabama, Tuscaloosa.
•
Dr. Kathleen Kelly, APR, Fellow PRSA
continues service in the Arthur W. Page
Society Board.
•
I am serving as Latin American liaison
of PRSA CEPR and Committee Member
of the Research Colloquium – 2014 GA
World Public Relations Forum in
Madrid, Spain.
Development
• Public Relations Advisory Council Fund
–
Support for conference memberships and faculty travel to AEJMC, ICA, and PRSA.
–
Support for graduate student research.
–
Contributions since January 2013:
Grace Long/Hunter Public Relations – Amy Gravina
Bill Imada – Del Galloway
Oscar Suris – Ron Sachs
David Morse – Debbie Mason
Deborah Charnes – Frank Ovaitt
Gary McCormick – Jay Magee
Julie Spechler – Bob Grupp
Susan Towler/BCBS
Thank you!
–
Al & Nancy Burnett Charitable Foundation $20,000
•
•
(provided with the support of Amy Gravina, board member)
Frank Karel Chair of Public Interest Communications — Thank you Frank and Betsy!
Thank you!
Any questions?
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Unity PR Association
Facebook.com/UFUPRA
@UFUPRA
Founded in 2013
Unity Public Relations Association
What is Unity PR Association?
k
A pre-professional public relations
organization that seeks to help a diverse
group of students develop into the skilled
public relations professional they seek to
become.
Facebook.com/UFUPRA
@UFUPRA
Why Unity PR Association?
Unity PR was founded for students who wanted a smaller, tight knit
atmosphere where they could receive hands-on opportunities to
hone their skills.
Hailey Gerhard, Lourianne Apollon, Ashley Glantz, Nicole
Early and Netanya Wynn pose at the College of Journalism
and Communications tailgate on Saturday, Sept. 21, 2013.
Facebook.com/UFUPRA
@UFUPRA
Lack of Diversity in Public Relations
140,000
120,000
100,000
White
80,000
Black
Latino or Hispanic
60,000
Asian
40,000
20,000
0
Public Relations Specialists
http://www.bls.gov/cps/cpsaat11.pdf
Public Relations and
Fundraising Managers
Facebook.com/UFUPRA
@UFUPRA
Philanthropy
Cultivating the practitioners of tomorrow, today.
Unity PR Association focuses on introducing the
field of public relations to a diverse audience of
students on the collegiate and high school level.
Hailey Gerhard, community service
chair, presenting to students at
Chiefland Middle High School on
Thursday, Oct. 10, 2013.
Facebook.com/UFUPRA
@UFUPRA
Membership with Unity PR Association
What can members gain from Unity PR Association?
Unity PR Association offers and encourages members to join one of
six committees which aim to increase knowledge on an industry
skill.
•
Practice with AP style (newsletter)
•
Event planning and management (events and socials)
•
Professional networking opportunities
•
Network of peers and professionals
•
Industry insights from public relations professionals
•
Internship and job opportunities
•
Research opportunities related
Facebook.com/UFUPRA
@UFUPRA
Unity PR Association Committees
Newsletter
Community Service
Social Media
Events and Socials
Fundraising
Member Relations
Past Events
Stay Connected or Attend a Meeting
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@UFUPRA
Next meeting is Tuesday, Nov. 19 at
5:30 p.m. in Weimer 3032
On behalf of Unity PR Association
Thank-You
University of Florida Public Relations Advisory Council – Fall 2013
Communications Committee Report
Committee Chair:
Members:
Jay Magee, APR
Nancy Fullerton, Erin Hart, Nicki Grossman
Summer and Pre-Meeting Fall E-News
Since our spring meeting we’ve distributed two e-news installments: late summer on September 19 and premeeting fall on October 24. Both should have been distributed to all active members and department faculty.
A post- fall meeting e-news will be prepared within two weeks of the close of this meeting. If you are not
getting the e-news or would like to get it at a different address, please contact Jay.
Class Visits
This is the first meeting in which committee members have worked with Council colleagues and department
faculty to schedule class visits, assuming this responsibility from Department of Public Relations staff. To date,
the committee is aware of two placements: Ron Sachs spoke to Mary Ann Ferguson’s Ethics/Professional
Responsibilities class today, and Erin Hart is speaking at several of Ann Christiano’s sections.
The committee began its outreach to faculty and subsequently Council members in mid- to late-October,
which one faculty member commented was too late as she had scheduled an exam for that morning section
earlier in the semester. In an effort to increase student, faculty and Council member awareness and
availability for visits, the committee will inform faculty members at the beginning of the new (fall or spring)
semester of the meeting date and class visits availability, to “save the date.” Likewise, we’ll ensure Council
members know the available slots and classes as early as possible so to accommodate travel schedules into
Gainesville.
Monday-night Dinearounds
The committee is proposing creation of a new student/professional networking experience within the College,
to replace the traditional off-site dinearounds at restaurants. We feel this will (a) encourage students who are
not on PRSSA’s e-board to network with professionals and not worry about the cost of a dinner, (b) give
students more valuable time to talk one-on-one with our members, and (c) raise the profile of the Council
within Weimer Hall by hosting the event in the building. While this would be the default activity for Monday
night, it could be superseded by a special event or reception.
Comm Preferences Survey
During the spring meeting there was discussion about building a dynamic, ongoing communication platform
for Council members to engage with students and faculty between meetings, something beyond the existing
website. The committee will launch a new communication preferences survey after the fall meeting to enrich
our decisions about which platform to pursue, and work with department staff on the survey platform to use
(Survey Monkey, etc.). The committee will do this and sunset the existing site with the help of Grace Leong at
Hunter & Associates, which hosts the site. The goal will be to include the survey link in the fall e-news, and
reach out to students via PRSSA to garner participation. Thanks in advance for your participation.
Twitter List
If you tweet, join the Council Twitter list by emailing Jay. Subscribe at https://twitter.com/jaymagee/ufprac.
Respectfully submitted,
Jay Magee, APR
November 4, 2013
Lauren Bayliss
October
1,6,2013
r
Project Proposal for the Public Relations Advisor Council: Cultural Values and Corporate
Reputation
Reputation is essential to organizational success, but limited research has been
conducted regarding how publics assess reputation differently across cultures. For an
organization to be socially sustainable, publics must be able to understand and agree with
the values that lead to the organization's actions fDyllick & Hockerts,2002). However,
when communication materials do not clearly state values, audience members may project
their own values onto the message sender (Mahrt, 20t2). These considerations lead to the
following questions:
Do publics rate organizations'reputations differently depending on whether
they perceive the organization's values to be similar to their own?
Do publics' perceptions of organizations' corporate values vary depending on
their (the publics'J values?
Do perceived organizational values mediate the relationship between publics'
values and organizational reputation?
Method
To uncover potentially small effects and address the issues faced by increasingly
global organizations, both American and Chinese participants will be recruited. Chinese
and Americans tend to have different value priorities [Schwartz, L999), therefore
increasing the likelihood that individuals will have different values that may influence their
perceptions. All participants will be given the Short Schwartz's Value Survey (Lindeman, &
Verkasalo, 2005J.
2
Participants will then be exposed to communication materials for two fictitious
,
companies. The organizations and materials are based on information related to corporate
sustainability found on current organizations' websites.
After viewing materials for a fictitious organization for a fixed amount of time,
participants will rate the organization's reputation using Walsh, Beatty, & Shiu's (2009)
short form of the customer-based reputation scale. Participants would then rate
organization's values using the same Schwartz Short Values Survey to measure perceived
organizational values. This process will be repeated for the second fictitious organization.
The materials for this study have already been developed; the challenge lies in
participant recruitment. There are two options for participant recruitment. Firs! access to
a panel of English speaking Chinese and Americans may be purchased for $1000 (the
project minimum cost allowed by the company uSampJ, which would allow for
approximately 110 (total) participants to take part in the study. The second option would
be to recruit Chinese and American students from the University of Florida. A monetary
incentive to capture the specific sample required would cost $200-$300 for 40-60
participants. However, the sample quality likely would not be as high
as the students may
not accurately reflect the general population. Furthermore, Chinese students may have
acculturated and demonstrate
a
value orientation more similar to American students.
References
Dyllic[
T. and Hockerts, K. (2002),Beyond thgbusiness case
for corporate sustainability.
Business Strategy and the Environment,l,t(Z), L30-L4L. doi: 10.1002/bse.323
Lindeman, M., & Verkasalo, M. (2005). Measuring Values with the Short Schwartz's Value
Survey. /o u rn al of
P er s on
ality
Ass e s sm
ent,
B
5
(2),
L7
0-
17 8.
Mahrt, M. (2012). The attractiveness of magazines as "open" and "closed" texts: Values of
women's magazines and their readers. Mass Communications and Society, 15(6),
852 -87 4. doi :
1 0. 1 0 8 0
/ 1.5205 43 6.20 L1.635259
Schwartz, S. H., & Bilsky, W. (1987J. Toward a universal psychological structure of human
values. /o u rnal of
P ersonality
and
So
cial
P sy
chology, 53 [3 j,
55
0-5
6
2.
Schwartz, S. H. [1999J. A theory of cultural values and some implications for work. Applied
Psy chology :
Walsh,
G. ,
Beatty,
An International Review, (48)
S. E.,
1.,
23 -47
.
& Shiu, E. M. K. [2009J. The customer-based corporate reputation
scale: Replication and short form.Journal of Business Research,62,924-930.
Purpose: As a top social media platform in individual visits and brand penetration in the U.S.,
Facebook enables cpmpanies to create open dialogue, develop consumer relationships, and
establish online communities. However, studies have shown brands are not being "social" on
Facebook. That is, the relationship-building poterfial of this platform is largely underutilized.
Given this situation, several important managerial questions arise: How can brands fully harness
the relationship-nurturing potential of Facebook? Especially, what interpersonal approaches can
brands adopt so that favorable consumer responses can be cultivated?
To date, relatively few efforts have been made by public relations scholars on proposing
viable interpersonal communication approaches on Facebook, which can give brands a human
voice and thereby increase the intimacy between the brands and their consumers. Furthermore,
even fewer scholarly attempts have been made to empirically test the effectiveness of these
approaches, especially in an experimental setting. Hence, our study intends to filIthe gap.
Specifically, our study proposes two interpersonal communication approaches that can be
used by corporate brands on Facebook. One is brand anthropomorphism, which refers to
message strategies that help humanize a brand (e.g., use of emoticons and consumer nicknames).
Humanized brands are perceived to possess qualities of a human being such as personalities,
emotions, feelings, and cognitions. The other approach relates to communication styles that are
either promotional (task-oriented), emotional-bonding (socioemotion-oriented), or both (hybrid).
Promotional style emphasizes exchanging product-related information with consumers, whereas
emotional-bonding style focuses on relieving tension and building rapport with consumers
through non-product-related conversations. In short, our study aims to determine how brand
humanization and communication styles positively influence consumer affect, attitude, and
behavioral intention toward a brand and its messages on Facebook.
Practical Imnlications: Our study will provide public relations practitioners with directives on
how to engage consumers on a personal level on social media. It will also offer insights into how
practitioners can utilize social media to position their brands as a trustworthy relationship partner
for consumers, in addition to being a good product provider. For example, based on our findings,
we will be able to give advice on how the dual identity of a brand (a friend and a marketer) can
be built by combining humanized messages with promotional or emotional bonding messages.
Meanwhile, we will be able to offer guidance on how different communication styles can
be used to fulfill company objectives. For instance, if the objective is to cultivate consumers'
brand affection, practitioners may use emotional-bonding messages such as holiday greetings
and humor expressions. These messages can satisfy consumers' needs of socializing,
entertaining, and gaining emotional support. If the objective is to enhance consumers' purchase
intention of brand products, practitioners can personifu promotional messages with a causal and
conversational tone. These messages will be able to accommodate consumers' demands of
seeking and sharing product-related messages.
Method: An online experiment using Amazon.com's Mechanical Turk (MTurk) and featuring a
real brand will be conducted among 300 U.S. consumers. It will be a 3 (brand humanization:
control vs. low vs. high) x 3 (communication styles: promotional vs. emotional-bonding vs.
hybrid) between-subj ect design.
f inancial Supports: Amazon.com's Mechanical Turk is a widely-used online research tool to
collect responses from general consumers. For the purpose of this experiment, we request
financial support of around $500 to recruit 300 participants from MTurk (around $1.6 per
participant). If more financial support can be provided, we also intend to replicate this study
across cultures (Chinese vs. U.S consumers) to see if consumer responses will differ by culture.