It’s hard to believe October is here already – where did the summer go?  So much has happened since the last newsletter, not only within our chapter, but in our country.  The chapter’s many accomplishments were lauded at our 40th anniversary party on July 21, and the August Sunrise Seminars provided four terrific professional development sessions that were well-attended and highly rated.  Those interested in earning accreditation attended an orientation session in September. The article below explains the accreditation process to anyone who is interested in becoming accredited. Earning your APR is a challenge that reaps great rewards.

Nationally, we’ve watched with concern the outcome of hurricanes Katrina and Rita, the incredible efforts of the American Red Cross and other charities to provide relief for the disaster victims; the politics of the Supreme Court confirmation hearings, and the naming of yet another nominee to the highest court; the rise in gasoline prices and the anticipation of the winter heating season; not to mention the unsettling news that Buffalo Bills linebacker Takeo Spikes is out for the season!

Looking ahead, I hope you can attend our annual meeting in November at the Adam’s Mark, when Alex Halavais will discuss the blogging phenomenon and how it can be used most effectively.  Please take a moment to register online now:  http://www.prsabuffaloniagara.org/.

As always, I encourage you to check our web site regularly for chapter updates and program information.

One final note:  As you may know, PRSA and the Red Cross formed a partnership several years ago called “The Power of Two.”  PRSA has created a Hurricane Relief Resource Center, where PR professionals may either sign up to offer assistance or to seek assistance if they are in an affected area.  If you haven’t had a chance to check it out, please do so here:  http://prsa.org/katrina/

PRSA Annual Meeting Will Blast You Into the Blogosphere
What’s all this stuff about blogs? More important, what do they mean for PR people who safeguard reputations?

Blogs helped to make Howard Dean a household name. They started the tide that brought down Dan Rather. They have become a national phenomenon, binding thousands of “bloggers” into a loosely structured and influential community. Now they’re shaping the political landscape in our own region.

Bottom line: PR people need to know about this emerging technology. PRSA Buffalo/Niagara will answer the challenge at its annual meeting at noon Wednesday, November 30, at Adam’s Mark, 120 Church Street, downtown Buffalo. The speaker will be Dr. Alex Halavais, a “blogologist” and assistant professor of communication at the University at Buffalo.

The annual meeting also will include election of next year’s board members and officers. Ballots will be mailed soon. Be sure to join us for this fun and fascinating discussion, as we end a year of great programming from PRSA. Watch your email and the chapter website for details.

PRSA Membership Committee Update
The focus of the membership committee is to retain and attract new members through localized PRSA promotions and a year-round “ambassador” welcome program. Members of the committee also have acted as liaisons to the area’s student chapters.

Since January 1, we’ve added nine full members, four associate members, and three national-only members to the Buffalo Niagara chapter, for a total of 140 members.

This past year, the Buffalo Niagara membership committee has

• Hosted a “Spotlight on PRSA” – an informal and informational morning session for prospective members – in support of national’s “Taste of PRSA” campaign. Four prospective members attended, and one new member joined.
• Emailed prospects who attended a meeting or program during 2004 but who have not yet joined the chapter. This was in support of the national “Win a Membership” contest.
• Contacted non-member attendees of the 2005 Sunrise Seminars to thank them for attending and invite them to join PRSA.
• Reinstated an incentive program for our members who bring in new members during September and October – a $25 gift certificate to the Walden Galleria.
• Took part in National’s “Best Practices” awards program.
• Wrote job descriptions for local PRSSA liaisons. Special thanks to Beth Donovan for this effort; Beth also met with each PRSSA chapter’s professional advisors to improve collaboration among student chapters.

The membership committee also has a new volunteer – Jason Mollica from Niagara University. Jason is one of our chapter’s newest members and we are thankful for his assistance!

Our continued thanks go to Brenda Schwamborn for being a vital asset to the committee, keeping track of new members, lists of prospective members, and taking care of countless administrative duties.

On the national level, Jennifer Ian has led PRSA membership efforts, including a program during July and August in which telemarketers contacted former members who dropped out in 2003, encouraging them to rejoin national and receive a free, one-year chapter membership.

National PRSA also is contacting “national-only” members who are up for renewal and encouraging them to join at the chapter level as well to ensure they have access to the benefits of local membership.

Are you interested in assisting with the membership committee’s work or serving as a PRSA Buffalo-Niagara ambassador? Please contact Kathy Kirst (kkirst@trautmanassoc.com) or John Senall (john.Senall@roswellpark.org) for details.

Accreditation: what it means, how to get it
Our chapter is dedicated to the accreditation process because it symbolizes our commitment to the profession and our dedication to fostering the highest standards for the field. On an individual level, earning an APR allows you to keep pace with best practices and enhances your credibility as a public relations practitioner. The following information explains the APR process.

Candidates must pass a “readiness review” in order to be eligible to take the written APR test. Three accredited panelists evaluate each applicant’s portfolio. This team mentors the candidate, assists them in identifying their strengths and weaknesses, and directs them to resources that will help them prepare for the written exam.

The readiness review and written exam are designed to assess the following 10 areas of professional practice:

Research, planning, implementing, and evaluating programs (30%)
Ethics and law (15%)
Communication models and theories (15%)
Business literacy (10%)
Management skills and issues (10%)
Crisis communication management (10%)
Media relations (5%)
History of and current issues in public relations (2%)
Using information technology efficiently (2%)
Advanced communication skills (1%)

Candidates should follow these steps to achieve the APR designation:

• Apply for eligibility. Visit www.prsa.org and click on professional development and then accreditation. All of the information you need is right on the web site. Submit the eligibility form and the $385 exam fee (PRSA members receive a $110 rebate toward the exam cost). 
• Once PRSA notifies you of your eligibility, you can access the study guide and online resources listed on the PRSA site. A local preparation course is also being developed.
• Complete the readiness review form found online and request a readiness review through PRSA by contacting Julie Marranca at (716) 856-2932, ext. 238, accreditation chair. Submit four copies of the readiness review questionnaire to Julie a minimum of 15 business days prior to the scheduled readiness review.
• Request coaching, mentoring, and or other support services through the chapter’s accreditation chair. 
• Participate in the readiness review. Present your portfolio to the panel and respond to interview questions in the 10 professional practice areas. PRSA notifies you to advance or not to advance to the written examination.
• When you advance, you receive a unique identification number to be used to schedule your written exam. If you do not advance, you can schedule another readiness review in 90 days.
• Schedule your written examination.  Call Prometric Testing Center Test Administration at 1 (800) 274-1900 and use your unique identification number to register. You will need a credit card for payment. You must complete the exam within one year of receipt of your unique identification number.
• Take the exam. The Prometric Testing Center is located at 4927 Main Street in Amherst. You will receive immediate feedback at Prometric Testing Center regarding your strengths and weaknesses.  You will be notified by PRSA on your pass or fail status within four to eight weeks. When you pass, you will receive notification of your accredited status.

Applications for the exam are valid for 18 months. Once accreditation is granted, maintenance is required.  Individuals file a form every three years indicating their achievements, volunteer work, professional development, and service to PRSA.

Interested candidates and accredited members who would like to serve as readiness review panelists should contact Julie Marranca at (716) 856-2932, ext. 238.

Two auctions to benefit the May C. Randazzo Scholarship were held this year at the chapter’s 40th anniversary celebration and the Excalibur awards, raising more than $2,000.  Many thanks to those who so generously donated items and to those who bid and received some terrific items.  Scholarships of $1,000 each were given to Jessica Manocchio, a student at St. Bonaventure, and Jennifer Zaso, who attends Fredonia.  The young women and their parents attended the Excalibur dinner, where formal presentations took place.

The Randazzo Scholarship, established in 1998, is administered through the Community Foundation for a Greater Buffalo.  With approximately $8,000 in endowment funds, scholarships totaling more than $4,500 have been awarded. This year’s scholarship committee included Eileen Herbert, Ken Houseknecht, Frank Sava, Susan Siwiec, Jill Pawlik, Susan Wilcox English and Diane Zwirecki.  

Susan Wilcox English and Eileen Herbert will be taking the reins as I move south and join the Atlanta PRSA chapter in the near future. Please extend to them the same support you have shown me over the past several years.