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Presentation to the Washington Chamber of Commerce Executives Elizabeth D. Kerns, MA, IOM, ACE

The Changing Chamber Profession; The Courage to chart new courses… inside and outside the classroom…. Presentation to the Washington Chamber of Commerce Executives Elizabeth D. Kerns, MA, IOM, ACE. Credentials – Elizabeth D. Kerns. Why I ’ m standing in front of you…

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Presentation to the Washington Chamber of Commerce Executives Elizabeth D. Kerns, MA, IOM, ACE

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  1. The Changing Chamber Profession; The Courage to chart new courses… inside and outside the classroom… Presentation to the Washington Chamber of Commerce Executives Elizabeth D. Kerns, MA, IOM, ACE

  2. Credentials – Elizabeth D. Kerns • Why I’m standing in front of you… • Assistant Professor, Public Relations • Advisor, Public Relations majors and Non-Profit Administration Minor and Certificates • Advisor, Central Communication Agency – Full Service, Student-Run • Advisor, Public Relations Student Society of America, CWU Chapter • Previous Life… • Director of Local Chamber Relations, Illinois Chamber of Commerce • President, Illinois Association of Chamber of Commerce Executives • Instructor of Communication, Benedictine University at Springfield

  3. Education and Professional • Education, Certificates and Accreditations: • Master’s Degree in Communication, University of Illinois, Springfield • Institute for Organization Management, US Chamber of Commerce • Accredited Chamber Executive, Illinois Association of Chamber of Commerce Executives • Certification as a National Ombudsman, Employer Support of the Guard and Reserve (ESGR), United States Department of Defense, Boston • Coursework towards a Master of Arts in Public Relations and Advertising, DePaul University, Chicago • Bachelor’s Degree in Journalism, emphasis in Public Relations, minor in business, Arkansas State University, Jonesboro • Member, Public Relations Society of America • Member, American Chamber of Commerce Executives

  4. What is it we are teaching… • COM 312: Non-Profit Leadership • COM 427: Grant Writing and Fundraising • ACT 301: Accounting • COM 490: Internship • COM 470 or 475: PR Strategies or Case Studies • Electives… • COM 370: Advanced PR Writing • COM 487: Advanced PR Seminar with topics such as Social Media, Event Planning, and Crisis Communication • COM 492: Practicum • Other IDS courses

  5. What this means for the Chamber Industry… • COM 312: Non-Profit Leadership • COM 427: Grant Writing and Fundraising • ACT 301: Accounting • COM 490: Internship • COM 470 or 475: PR Strategies or Case Studies • Electives… • COM 370: Advanced PR Writing • COM 487: Advanced PR Seminar with topics such as Social Media, Event Planning, and Crisis Communication • COM 492: Practicum • What other classes would you like to see added??

  6. “Even if you’re on the right track, you’ll get run over if you just sit there.” - Will Rogers

  7. The Life Cycle of Nonprofits Nonprofit Boards Why Vision Matters Vision-Directed Mission Strategic Thinking SWOT!!!!!!!!! Planning and Goal Setting Pitfalls of Strategic Planning Board Responsibilities Board Evaluation Liabilities of Board Members Evolving Boundaries and Expectations The CEO's Strategic Role Long-Range Planning Human Resource Information System Staffing Training and Development Staff Evaluation MotivatingVolunteers Fundamentals of Evaluation Performance Measurement Alliances among Nonprofits Partnerships with Business Becoming Like a Business Alliances Involving Government Fundraising Strategic Linkages Annual Giving Campaigns Special Events Major Giving Grants So, what are we really teaching…

  8. Who is your primary audience, secondary? Where are they online? Where should you be?

  9. Case Study: Using Twitter • How people (primarily 25 – 44) are using Twitter • Share their experiences, both good and not so good • Provide feedback on recent events or launches • Discuss product ideas • Learn about exclusive deals or offers • Get customer service • Measure the ROI of Twitter: • Before setting up measurement tools, focus on the quality of your engagement: do a gut-check of how things are going’ • Try to analyze the quality of feedback and topics of discussion, you may find this changing over time • Keep a tally of questions answered, customer problems resolved and positive exchanges held • When offering deals on Twitter, use a unique coupon code or separate landing page

  10. Social Media Venues

  11. What is your audience using?

  12. Theory… Behind this communicating with your target audience using this social media stuff?

  13. Grunig and Hunt – Models of PR • Model 1: Press Agentry – publicity, celebrity PR etc. Accuracy and credibility not important. • Model 2: Public Information – one way communication. Not a lot known about audience, but accuracy essential. • Model 3: Two Way Asymmetric – receives feedback but aims to change attitudes not organizational practices. • Model 4: Two Way Symmetric – gets feedback with view to changing practices; dialogue not monologue.

  14. Better Defined • Model 1: Press agentry/Publicity Model (one way, asymmetrical) – “The thought that an organization or products are known. They may or may not use truthful statements. Falsehoods, half-truths, and incomplete facts are part of this model.” The idea that “all publicity is good publicity” is the slogan for these practitioners. “Little or no research is required and there is no feedback.” (Fearn-Banks, 2002, pp 15 – 16) Grunig and Hunt (1984) reveal that this model was used by 15% of the public relations practitioners. Later, Grunig and Grunig (1992) found that earlier data was inaccurate and reported that most PR practitioners still fall into this category. • Model 2: Public information Model (one way, symmetrical) – “This model is characterized by the desire to report information journalistically. It is different from Model 1 in that truth is essential. Most PR practice in government agencies today fall into this category” Fearn-Banks (2002) further states: “This model also involves a one-way transfer of information from organization to publics. Little or no research is required. There may be some type of evaluation. Model 2 is most common in corporations. (p. 16)” • Model 3: Scientific Persuasion Model (two way, asymmetrical) – “PR Practitioners use social science theory and research, such as surveys and polls, to help persuade publics to accept the organization’s point of view. There is some feedback, but the organizations do not change as a result of communications management and feedback.” Fearn-Banks (2002) further states, “In asymmetric PR programs of this type, the organization rules. It always knows best. Its attitude is that publics should adhere to the organization’s view points.” (p. 16) • Model 4: Mutual Understanding Model (two-way, symmetrical) – “This model is an intermediary between the organization and its publics. The practitioner tries to achieve a dialogue, not monologue as in other models. Either management or the publics may make changes in behavior as a result of the communications program.” (Fearn-Banks, 2002, p. 16)

  15. Source: CARMA Asia Pacific, firm of global media analysts.

  16. Grunig and Hunt Applied to Twitter!!!

  17. Thoughts behind Twitter • Jonathan Groves, Ph.D, Assistant Professor of Communication, Drury University, says: Twitter categorization scheme for thinking about authenticity and levels of engagement. Two-way communication — conversation — establishes a greater sense of engagement than one-way communication, or lecturing. • Level I: One-way, information. These are the tweet blasts: “Hey, folks, I’m on Twitter. Here’s my random tidbit. Take it or leave it.” In some cases, these can be useful. I love @nytimes for my news. But the account ignores my @replies and has no interest in following little ol’ me. • Level II: One-way, connectivity. These are the links that provide value beyond self-promotion, the ones that tell your followers, “This is for your benefit.” Think @amazonmp3 with daily download specials or @Twitter_Tips with links to sharp commentary about the medium.

  18. Thoughts behind Twitter • Level III: Two-way, information. Retweeting is a deeper form of engagement than mere links. It says, “I’m listening to you, and I think what you say is valuable.” • Level IV: Two-way, connectivity. @replies and direct messages are Twitter conversations that inspire the deepest level of engagement. It shows you are actively participating in the community and acknowledge the value of the communal conversation. • Reaching Level IV is no small task. It takes time, dedication, and most of all, a willingness to open yourself up to the Twitterverse, accepting of its praise and its criticism. • http://socialmediacertificate.net/?p=819

  19. Citizen Journalism/Media

  20. Social Media Fragmentation

  21. Role of Public Relations • Must have a single task master keeping all on the same page • Office is responsible for keeping updated on emerging technologies and being on the cutting edge with a presence • Consistent image for the Organization • Ensuring social media is updated constantly

  22. Committed to Students

  23. Ensuring Students know how to…

  24. Questions??

  25. Contacting Me… Elizabeth D. Kerns, MA, IOM, ACE Lfiala@gmail.com or kernse@cwu.edu 509-901-6509 @fialakerns (twitter) Elizabeth.Kerns (LinkedIn)

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