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GREG C. MELVIN

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Contents

Title: 2012 Teahan Award Summary – Diversity Published: June 7, 2012 Description of Work: I wrote, compiled and designed the award entry for our PRSSA chapter's 2012 Champions/Teahan National Chapter Awards Competition submission (chapter diversity category). Note: Pages 6 and 13 could not be included in this file. Title: Salute, Volume 17, Issue 1 Published: January 7, 2012 Description of Work: I was the design editor and co-copy editor of our PRSSA chapter's newsletter, Salute, for the Fall 2011 issue.

James S. Measell Chapter

2012 CHAMPIONS/TEAHAN NATIONAL CHAPTER AWARDS COMPETITION

CHAPTER DIVERSITY

The James S. Measell Chapter of PRSSA Wayne State University


TABLE OF CONTENTS

Executive Summary

I. Introduction 1

II. Membership 1

Chapter and University Demographics 1

Beyond the Numbers 2

III. Ofield Dukes Diversity Summit 2

Background 2

Planning 2

Honoring a Legend 2

Outreach 3

Programming 3

Evaluation 4

IV. Other Activities 4

Promoting Diversity through Social Media 4

CommLab2012 4

Diversity Deep Dive 4

Supporting Materials Ofield Dukes Diversity Summit 5

WSYou Article 5

Event Schedule 6

Summit Photos 7

PRSA Detroit Bulletin Article 8

WSU PRSSA Salute Article 9

Other Materials 10

Demographics 10

Social Media Advocacy 12

PRSA 2012 Michigan Conference Program 13

Itemized Expenses 14

1

I. INTRODUCTION

In 2005, the PRSSA National Committee adopted the Diversity Initiative, an effort that encourages

Chapters to recruit and retain a diverse membership. As the world’s population grows more diverse, it is

essential that our Society strive to reflect the changes in society. In order to effectively communicate with

diverse audiences, we must ensure the inclusion of diverse communicators within the profession.

Becoming active participants in the diversity initiative has come naturally to the James S. Measell Chapter.

As students at Wayne State University, which boasts the most diverse student body among Michigan’s public

universities, diversity is part of our DNA. Our commitment to diversity was especially prevalent this year, in

terms of both who we are and what we did.

II. MEMBERSHIP

Chapter and University Demographics

The primary objective of the diversity initiative is to “recruit and retain a diverse membership and

leadership that represents the demographic composition at their college or university.” The 2011-2012 school

year was one of the most successful recruitment periods for our Chapter. Not only did we recruit 40 new

members in the fall, the demographic makeup of those members was remarkably close to the demographics of

the student body at Wayne State University.

By gender, males comprised 28 percent of our Chapter’s membership and females 72 percent. Though

this falls short of the university’s figures of 41 percent males and 59 percent females, the numbers are still

impressive considering the gender disparity that exists within the public relations profession at large.

More impressive is the comparison between our Chapter’s ethnic and racial diversity and that of the

student body. Every segment of our membership is within 2 percent of university demographics. Fifty-nine

percent of WSU PRSSA are white, compared with 57 percent at WSU; 31 percent are black, compared with 32

percent; 7 percent are Asian, compared with 8 percent; and Hispanics represent 3 percent of demographics

both within the Chapter and the student body.


2

Beyond the Numbers

Though these statistics are impressive, a Chapter’s commitment to diversity cannot be measured by a

simple headcount alone. Advocating for diversity is equally important. We did this in a big way.

III. OFIELD DUKES DIVERSITY SUMMIT

Background

In September 2011, our Professional Adviser, Mary Henige, APR, hosted a meeting among representatives

of General Motors, Wayne State, WSU PRSSA and PRSA Detroit to discuss plans for a conference that would

explore diversity issues within the context of public relations and communication.

Planning

PRSSA was involved in planning the event from conception to execution. Chapter President Greg Melvin

was on the planning committee, which gave PRSSA a voice in determining the conference programming.

The committee determined that a primary goal for the conference would be to redefine diversity beyond

race and ethnicity. We felt a focus on generational diversity was under-discussed in most dialogues

surrounding diversity. Understanding the differences in how each generation communicates, responds to

messages and ultimately drives them to action is essential to public relations in our increasingly pluralistic and

globalized society. Furthermore, we felt this focus would be well-suited for a conference at which both

professionals and students would attend.

Honoring a Legend

The committee decided to name the conference in honor of Ofield Dukes, APR, Fellow PRSA, a WSU

alumnus and native of Detroit. Dukes was a lifelong champion for diversity in the profession and a trailblazer

for African-American public relations professionals. He was the first African-American to receive PRSA’s Gold

Anvil Award and led the organization’s first National Diversity Task Force in 2002 and 2003.

At the 2011 PRSA Detroit Annual Meeting, at which Dukes was present, incoming PRSA Detroit President

Jennifer Flowers announced that the first featured event of her presidency, which would focus on the diversity

platform, would be the Ofield Dukes Diversity Summit in February.

Sadly, Ofield Dukes passed away on Dec. 7, 2011, after a battle with cancer. The entire public relations

profession mourned the loss of this great leader. His passing hastened our resolve to develop an unforgettable

3

conference that would honor his memory and further the initiative of greater diversity in public relations, a

cause he spent a lifetime championing.

Outreach

PRSSA was responsible for student outreach and registration. Thanks to generous sponsorship by General

Motors, we were able to offer free registration to students who wished to attend. We also extended invitations

to the PRSSA Chapters at Eastern Michigan University and the University of Michigan, Dearborn. Not only was

this gesture in keeping with the spirit of the summit’s theme of inclusion, it allowed us to strengthen our

relationship with our neighboring Chapters and gave all three PRSSA Chapters an opportunity to network with

professionals from PRSA Detroit, our shared parent Chapter.

Programming

The summit featured four sessions, each with a unique focus on diversity and communication. Two of

these sessions focused specifically on generational diversity. With an introduction by Melvin, renowned author

and career strategist Jocelyn Giangrande led the first session with a presentation that defined some of the

characteristics of each generation – as workers, as consumers and as communicators. Christi Vazquez,

communications manager, Chevrolet, then presented a case study of how the brand was able to reach

millennial audiences for its launch of the Chevrolet Sonic.

For the third session, Randy Walker, chief diversity officer, Henry Ford Health systems, along with Rodney

Martin, diversity partner for the law firm Warner, Norcross and Judd, led a discussion on diversity within

organizations. The final session was a panel discussion on diversity issues in crisis communication. Moderated

by Alicia Nails, director of the WSU Journalism Institute for Media Diversity, the panel featured four prominent

Detroit journalists and public relations professionals.

Both PRSA Detroit’s social media coordinator and photographer were unable to attend the summit, so our

Chapter took the lead in coordinating those efforts. We also were in charge of coordinating the entertainment

during the summit. We reached out to another student group, the WSU African Dance Company, which

delivered a crowd-pleasing performance during lunch.

4

Evaluation

More than 120 students and professionals attended the Ofield Dukes Diversity Summit on Feb. 16, 2012,

exceeding our goal of 60-100 attendees. Fifty-three percent of our Chapter members attended the diversity

summit, the best event turnout we had for the 2011-2012 school year.

Surveys were distributed to summit attendees; the responses were overwhelmingly positive. The interest

was so great that PRSA Detroit commenced planning on more diversity programming to incorporate in its

events.

Student involvement was one of the reasons the summit was an overwhelming success. The ratio of

students to professionals was nearly even, providing great opportunities for interaction.

We had many barometers of success for the diversity summit, but the most meaningful was a comment by

Lou Brock, the sister of Ofield Dukes, who also attended the summit. During lunch, Brock turned to Jennifer

Flowers and said, “Ofield would be so proud.”

IV. OTHER ACTIVITIES

Promoting Diversity through Social Media

Throughout the year, we harnessed our following across social media channels to promote diversity and

engage diverse audiences. For example, on Martin Luther King, Jr. Day we shared several articles pertaining to

King’s speechwriting. This allowed us to provide valuable content to our target audience – communication and

public relations students – while paying tribute to the civil rights leader.

CommLab 2012 – PRSA 2012 Michigan Conference

At the biennial PRSA Michigan Conference, one of the sessions was a panel on closing the ethnic diversity

gap in Metro Detroit’s PR community. Meaghan Priebe, vice president of professional development and 2012-

2013 Chapter President, and Amy Lafnear, vice president of Chapter development, both attended the session.

Diversity Deep Dive: Connecting with the LGBT Community & Media

Chapter members are also planning to attend a PRSA Detroit event on June 28. Diversity Deep Dive:

Connecting with the LGBT Community & Media will help to understand LGBT consumers, why they’re important

to public relations professionals and how to effectively communicate and develop relationships with the LGBT

media and community resources.

7


OFIELD DUKES DIVERSITY SUMMIT

Photos

PRSSA members from the Eastern Michigan University Chapter check in at the summit.

Greg Melvin, Chapter President, introduces the first session.

More than 120 public relations professionals and students converged on the campus of Wayne State University for the Ofield Dukes Diversity Summit on Feb. 16, 2012.

8


PRSA Detroit Bulletin, March 2012

The WSU African Dance Workshop provides cultural entertainment for attendees during lunch.

Summit speakers Jocelyn Giangrande, left, and Irma Clark-Coleman, Wayne County Commissioner.

Randy Walker, chief diversity officer, Henry Ford Health Systems, explains that successful companies embrace different lifestyles.

12 Salute 2011-2012 A Year in Review|Volume 17, Issue 2

Ofield Dukes Diversity Summit by Greg Melvin and Alex Bienkowski

February 2012

More than 120 students and professionals gathered at McGregor Memorial Conference Center to explore diversity in public relations during the inaugural Ofield Dukes Diversity Summit on February 16. Presented by PRSA Detroit, General Motors and the WSU Department of Communication, the summit was named in honor of the late Ofield Dukes, APR, Fellow PRSA, a renowned PR professional, educator and journalist. PRSA Detroit President Jennifer Flowers, APR, who has chosen diversity as a primary focus this year, said she was glad to see attendees from all sponsored PRSSA Chapters — Wayne State, Eastern Michigan and U of M–Dearborn. “It’s a great collaboration between PRSSA and PRSA,” Flowers said. “I’d like to see us do more of this kind of thing, because it’s a great way to bridge our organizations.” She said one of the goals of the summit was to explore diversity beyond racial and ethnic frameworks. “The first two sessions focused on diversity in the context of different generations,” said Greg Melvin, who was on the committee that planned the summit. “We don’t often think of age when we discuss diversity. It’s a unique approach, and appropriate given the even mix of students and professionals in attendance.”

Author and career coach Jocelyn Giangrande enlightened the audience with her presentation on generational diversity, explaining that the definition of diversity must include more than just cultural differences. In a case study on the new Chevrolet Sonic, Chevy’s Communications Manager Cristi Vazquez illustrated how marketing strategies that focus on generational diversity can lead to enormous success for companies that wish to reach younger audiences. Randy Walker, chief diversity officer for Henry Ford Health Systems, along with Rodney Martin, diversity partner for the law firm Warner, Norcross and

Judd, gave a riveting presentation on the benefits and challenges that result when organizations start to focus on diversity. A decadent meal was accompanied by cultural entertainment – a performance by the WSU African Dance Company. To cap the summit, an esteemed group of local journalists and PR pros gathered to discuss diversity issues in crisis communication. Moderated by Alicia Nails, director of the Journalism Institute for Media Diversity, the panel included Walter Middlebrook, assistant managing editor at The Detroit News; Bill Laitner, staff writer at Detroit Free Press; Georgella Muirhead, APR, partner and president at Berg Muirhead and Associates; and John Bailey, managing director at Lambert, Edwards & Associates. Dr. Matthew Seeger, dean of the College of Fine, Performing and Communication Arts, closed out the event by expressing his gratitude for everyone who made it possible, including Dukes. “His story was not just one of diversity but opportunity and perseverance and integrity, of doing the right thing, or perhaps more

specifically, using communication to do the right thing,” Seeger said. Dukes’ sister Lou Brock and granddaughter also attended the summit. Flowers said that during lunch Brock turned to her and said, “Ofield would be so proud.”

PRSSA members Amy Lafnear, Stephanie Oben, Meaghan Priebe and Shelby Caverly at the Ofield Dukes Diversity Summit

Wayne County Commissioner Irma-Clark Coleman delivered the opening remarks of the summit.

10


DEMOGRAPHICS

By Race/Ethnicity

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DEMOGRAPHICS

By Gender

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SOCIAL MEDIA ADVOCACY

A sample of tweets and Facebook posts we shared with our followers to commemorate Martin Luther King, Jr. Day

14


ITEMIZED EXPENSES

QTY ITEM COST

1 !“ 3-ring binder $5.29 16 Clear Secure Document Pockets (25) $5.82 13 Printing $9.51 16 Black Vinyal Covers $8.48

Total: $29.10

SALUTE Fall 2011 | Volume 17, Issue 1 The official newsletter of the James S. Measell Chapter of PRSSA

at Wayne State University

! "#$!%&&'(')*!+$,-*$..$/!%&!.#$!0)1$-!23!4$)-$**!5#)6.$/!%&!78229!!

2011-2012 Executive Board

President

Greg Melvin

Vice President of Professional Development Meaghan Priebe

Vice President of Chapter Development

Amy Lafnear

Public Relations Director/ Salute Editor-in-chief Gabby Fawaz

Social Media Director

Alex Washington

Events Chair Lily Medina

Faculty Adviser Dr. Shelly Najor

Professional Adviser Mary Henige, APR

Newly Elected (Winter 2012):

Vice President of Member Services Alex Bienkowski

Salute Managing Editor

Shelby Caverly

In this edition: Page 2-3: 2011 PRSSA National Conference

Page 4: Sports PR Guest Panel Page 5: Crisis Communication Page 6: Resume Workshop Page 7: Remembering Ofield Dukes, APR, Fellow PRSA

Page 8: Agency Tours Page 9: PRSA Detroit Annual Meeting Page 10: Halloween Party Page 11: Community Service

There are many new faces this year at the James S. Measell Chapter of the Public Relations

Student Society of America (PRSSA) at Wayne State University. The graduation of last year’s Chapter leaders paved the way for all new faces on the 2011 – 2012 Wayne State PRSSA executive board.

The Chapter also saw many new faces among its membership as a whole. Forty first-time members joined PRSSA in the fall, the most new members the Chapter has gained in one semester in at least three years.

Though eager to implement new ideas, the executive board built upon the traditions and success of semesters past. The Chapter’s events, featured in the pages of this issue, were a reaffirmation of its commitment to the professional development of members. Workshops,

agency tours, guest speakers – all examples of the quality programming that has been the benchmark of the Wayne State Chapter for nearly three decades. The success of fall semester did not go unrecognized. The PRSSA National Committee named

the James S. Measell Chapter the recipient of the recently established Pacesetter Award, a monthly recognition of PRSSA chapters that “represent the Society at the highest level.” The Wayne State Chapter is the first of the 327 PRSSA Chapters nationwide to be recognized as Pacesetter.

To the members, alumni, faculty and professionals who have and continue to contribute to the success of the James S. Measell Chapter of PRSSA, we salute you.

New year, new faces

2 SALUTE Fall 2011 | Volume 17, Issue 1

PRSSA members Gabby Fawaz, Amy Lafnear, Stephanie Oben and Greg Melvin

attended the PRSSA 2011 National Conference Oct. 14 – 18. Thanks to generous contributions from PRSA Detroit, the Wayne State University

Department of Communication and Dean of Students Office, the Chapter was able to send four representatives to Orlando, Fla., to attend professional development

seminars in the heart of creativity — Walt Disney World. By attending these seminars, members were inspired to step outside of the box

and ask themselves why they chose public relations as a career. Sessions were open and members could choose which to attend based on their own personal

interests. The Wayne State members decided to attend as many different seminars as possible, in order to bring back a wider range of ideas to the drawing board

for Chapter meetings and discussions. “National Conference was incredibly valuable on a personal level, sure,” said Chapter President Greg Melvin. “But from a

leadership standpoint, the best takeaways for me were all the great ideas that we could use to improve programming for our members at the Wayne State Chapter.”

Members had the opportunity to hear keynote speakers — like Fox News Senior Correspondent Rick Leventhal and Vice President of Global Public Relations for

Disney Destinations Craig Dezern — speak about their current projects and share useful information with students hoping to have successful public relations careers.

Attendees learned that it is important to challenge the status quo and take risks, a challenge aspiring professionals must take in order to stand out in the field of

communications. National Conference also allowed the members to take steps toward their own professional development. By the end of

the five-day event, attendees had gained a better understanding and focus on what

2011 PRSSA National Conference, Orlando, Fla. Oct. 14 – 18 By Stephanie Oben

PRSSA sends a very special thank you to PRSA Detroit, the Wayne State University Department of Communication and Dean of Students Office for contributing funding for members to attend National Conference.

Keys to success

areas of public relations they might pursue in the future. And, with over 2,000 attendees, Conference was a chance for members to expand their

professional network, as well. The PRSSA National Committee welcomed Conference attendees to an opening night celebration with live

music, dancing, food and beverages — and men walking on stilts.“I was talking to other PRSSA members and next thing I know I’m surrounded by eight-foot-tall

dancers in bright colors….the Carnaval Brazilian Masquerade was definitely my favorite part of Conference,” said Fawaz.

During the Chapter Development Sessions, PRSSA Chapters from around the country shared their best practices for campaigns, fundraisers and events,

arming members with knowledge and ideas the could be used at their own PRSSA Chapters. On the final night of Conference,

Vice President of Chapter Development Amy Lafnear provided her fellow Wayne State members with keys to success, to

Stephanie Oben, Amy Lafnear and Gabby Fawaz at the Carnaval Brazilian Masquerade

serve as reminders to open up to new opportunities and to take the knowledge gained at Conference and

apply it to their careers in public relations.


The Endlesss Possibilities at National Conference By Amy Lafnear

Upcoming Events and Deadlines Jan. 14 -20 – North American International Auto Show

Jan. 23 – Social Media Workshop Jan. 23 – #PRSSA Twitter Chat Jan. 24 – #MIPRSSA Twitter Chat Jan. 27 – Eisbrenner Agency Tour

Jan. 30 – Gary Yoshimura Scholarship Application Deadline Feb. 16 – Ofield Dukes Diversity Summit Feb. 16 – Deadline to Join Wayne State PRSSA Apr. 18 – 9th Annual Alumni and Student Recognition Luncheon

www.wayneprssa.org Stay connected:

@wsuprssa | facebook.com/WSUPRSSA Office: MANO 460

When given the opportunity to be a part of the Wayne State delegation to the PRSSA 2011

National Conference, I knew it was one I couldn’t pass up. During my time in the field of public relations, both inside and

outside of the classroom, I have learned that success in this field comes from the effort you put into it. I have also realized that no

matter what industry or specialty of public relations — whether it be crisis communications, sports, agency or corporate — there is

always something you can learn from the professionals that work in the field every day. PRSSA members at

Conference were encouraged to attend as many development sessions as possible. At the start of our second day at National

Conference, I couldn’t decide which session would benefit me the most. Per a suggestion from Liz, a member from the George

Mason University Chapter, I decided to attend “Crisis Communications: Confronting Reality with Strategy” with

Richard S. Levick, Esq., president and CEO of Levick Strategic Communications. Although the area of crisis communications

was not one I had a strong interest in, I was open to receive any beneficial information Levick

had to offer. Levick’s insight was incredible. He said that during a

crisis, the role of the communication professional is not to be the hero in a negative situation, but rather to maintain

transparency, action and leadership. Additionally, setting goals and having the ability to adapt them when situations

change is crucial. Lastly, he offered a bit of inspiration by saying that our generation is a remarkably powerful one, and

the crisis communications of the future has endless possibilities. With so many great sessions to choose from at the PRSSA

2011 National Conference, those possibilities seemed endless, too. I’m glad I took Liz’s advice.

The lessons learned from Richard S. Levick’s development session were just some of the many benefits from attending

the PRSSA 2011 National Conference. Attendees were given a chance to listen to professionals, take part in

networking opportunities, and build better relationships within their own chapter.

Melvin, Lafnear, Oben, and Fawaz outside one of the professional development sessions

Keynote speaker Craig Dezern, vice president, global public relations, Disney Destinations

“Dreams Do Come True” Awards Ceremony


Each month, the James S. Measell Chapter of the Public Relations Student Society of America at Wayne State

University holds meetings for its members. The meetings are focused on a variety of areas related to public relations including the opportunity to

gain knowledge from area professionals. During the October meeting, PRSSA was visited by Jared Bryan, account executive at Eisbrenner

Public Relations Agency. During Bryan’s visit, the members had a chance to learn about The Mentor Protégé Program that he and fellow

PRSA Detroit members run on a volunteer basis. The purpose of the program is to connect students studying public relations and communication

with professionals who have been working in the field for five or more years. The program begins with the

potential mentee filling out an application that covers their interests, expectations and communication style. After processing the application, the

program connects a mentor who is most compatible with the menteés personality and preferences. The pair is connected for the duration of one

school year and during that time mentees can expect to be given help with resume and portfolio building, networking opportunities, work

experience, and overall career path focus. In addition to Bryan’s discussion of The Mentor Protégé Program, he also

offered feedback from his time spent at Wayne State University during his education to his work experiences within an agency.

Through interaction with a current professional, the members of PRSSA were informed about the opportunities that they are able to take advantage of

to further themselves in their education both in and out of the classroom.

PRSA Mentor Protégé Program Discussion with Jared Bryan By Amy Lafnear

Local sports communication professionals shared what it takes to compete in the ‘City of Champions’ with PRSSA members at “The Wide World of Sports PR” panel, where guest speakers discussed the

responsibilities for public relations and communication professionals for sports organizations at both the professional and collegiate level.

On November 17, 2011, WSU PRSSA welcomed Christy Hammond, community relations manager at the Detroit Red Wings, Detroit Tigers Marketing Coordinator Nicole

Blaszczyk and Tom Gorman, assistant sports information director at WSU into Manoogian Hall to give advice to members interested in breaking into the competitive industry. “Every organization has a different culture,” said Blaszczyk. Limiting yourself

to one specific area isn’t going to help in this industry, panelists agreed. “Don’t have too narrow of a focus, even if it doesn’t seem like a natural fit to your career path,” said Gorman. Panelists encouraged members to take advantage of many different internship

opportunities to gain the advantage in the sports industry. “If you can do something that separates you and makes you stand out, do it, because you never know how that’s going to impact you in the future,” said

Hammond. Another competitive edge in breaking into the sports industry is retiring the sport’s biggest fan title. The panel warned that unless you are willing to trade your number-one-fan status for a successful career, you might not be fully

trained for the professional sports industry. “You will never wear your favorite jersey and you won’t get to tailgate. You eat, sleep, live, breathe the sport and don’t get the opportunity to celebrate it. If you’re a true fan, you probably don’t want to get a job in that industry because

it will probably ruin that for you,” said Blaszczyk. “I look for people’s true intentions in interviews,” said Hammond. “Don’t come off as a super fan.” All panelists began their seasons with a crisis.

Gorman was faced with the death of a student athlete. Hammond managed the death of a former player, coach and future prospect in a Russian plane crash. Blaszczyk was involved in a player’s DUI charge.

“At the end of the day it has to be about the athletes,” said Gorman.

You need to know your function within a crisis and as an effective member of the

communications team. “Whatever your position is, you’re part of a bigger piece,” said Blaszczyk.

Communication within the ‘City of Champions’ By Stephanie Oben

Gorman, Hammond, and Blaszczyk speaking at the sports panel discussion


In the last few years, social media has revolutionized the way people use the Internet, making it easier for people to communicate and receive news. Though news now spreads faster and to a wider audience, it leaves more

room for messages to get misinterpreted. How should public relations professionals handle such situations? On Sept. 26, Wayne State PRSSA welcomed Mary Henige, APR, director of social media and digital

communications at General Motors, who presented on crisis management in the digital age. Henige, the Professional Adviser of the Wayne State Chapter, gave advice on using social media to avert and manage a crisis,

while offering tips on how budding public relations professionals can utilize social media networks for career development. One of the points Henige emphasized was to “correct

inaccurate information before it spreads.” She suggests taking action immediately when a crisis arises and to interact with your audience before the crisis turns into a real problem. Honesty and transparency is key; trying to

hide things from your audience will make them lose trust in you and your brand, especially once they discover the truth or if they feel they have been ignored. Henige said it is OK to acknowledge and respond to detractors, so long

as it is done in a professional and pleasant manner.

Dealing with a crisis in a company can either make or break your image

based on how well you handle the issue. On Oct. 5, Dr. Donyale Padgett, assistant professor at Wayne State University, held a crisis communication

boot camp for PRSSA members. Padgett divided the room into groups where members were given a hypothetical situation to deal with as

public relations professionals. They were then assigned to read an article and then put together an initial statement, decide who will be part of

the team, and lastly decide who will be going to the “situation room.”

Padgett began to stress the importance of making sure the

situation is addressed properly. “Call it an incident before you really know that it is a crisis situation,” said Padgett.

One important point that was

discussed is that one has to be

Using Social Media to Avert a Crisis with Mary Henige By Alex Washington

Keep Calm and Carry On: Effective Crisis Communication with Dr. Donyale Padgett By Gabrielle Fawaz

proactive and consistent. You cannot be in denial and everything must be

addressed. It is absolutely essential that one create a response before going in front of the media, because if you do not, the media will create it for you. Part

of dealing with a crisis is to deal with the media; this is essentially the most important part of dealing with a crisis. The first question to find out and have

answered is “what happened?” Padgett gave four helpful steps to

managing a crisis situation properly: manage uncertainty, respond to the

crisis, resolve the crisis, and learn from the crisis. Alongside these steps, she had discussed the five stages of a crisis by Fearn-Banks to give students a

better understanding of crisis communication.

“A big part of dealing with a crisis is to meet the media’s deadline, give them

the information they need, and if you

cannot answer their questions, to say you will get back to them as soon as

possible,” said Padgett. “Never say ‘no comment,’”

Padgett added. The media will say whatever they want to say. They will

frame things the way they want to. With the constant additions to

technology, news is spread and shaped by everyone and anyone.

“You and I and everyone else have now become a journalist. Why? Because we have phones and cameras and video recording

capability. When we see things happening and unfolding, we hit record or take a shot,” said Padgett.

Padgett provided the PRSSA

members with a vast amount of information and interactive experience they can expect to use in the future.

PRSSA Professional Adviser, Henige speaking to members on benefits of social media

Congratulations to Mary Henige, APR, for her induction into the 2011 PR News Hall of Fame!

Henige also stressed the importance of closely monitoring

your client on the web and, more importantly, what audiences are saying about your client. This allows public relations professionals to identify potential problems and crises before they arise. “Just because you’re not listening, doesn’t mean

people aren’t talking,” said Henige.


In reading the obituaries honoring Ofield Dukes, APR, Fellow PRSA, I was reminded of his vast accomplishments and the powerful impacts he made in the public relations industry, Detroit and Washington D.C. I was again touched by his story and in awe of his legacy, but more importantly, I was deeply saddened by the loss of such a wonderful friend and mentor.

Ofield Dukes and I met at the

PRSSA 2008 National Conference in Detroit. He served as a keynote speaker and briefly touched on his experiences at the Michigan Chronicle and of his

public relations firm, Ofield Duke & Associates. However, the main focus of his speech was to encourage us to “limit our spending.” He urged us to speak

with our parents about their financial concerns and help them by spending

responsibly. It was a keynote address we were not expecting. Yet, in the midst of a plummeting economy, it was

honest advice we needed to hear. Though I didn’t know it at the time, his sincere, honest and straight-to-the-point advice would become the characteristic

I appreciated the most in him. I met him later that evening at the

PRSSA/PRSA Joint Social. At first I walked right past him – not processing

that I had just made eye contact with the legendary Ofield Dukes. Seconds later, I found myself nervously running after him. I introduced myself, told him I

just transferred to Wayne State University and asked what it was like when he was a student. He immediately engaged in conversation with me, as

though we were the only ones around and had all the time in the world. We

chatted about our mutual love for Detroit and my class schedule. All of my anxiety about talking with one of

the most successful public relations professionals quickly melted away. From that point forward I never had any reservations about contacting

Mr. Dukes or asking him questions. Just a week after Conference,

President Obama was elected and Detroit erupted with unity, joy and

excitement. Many people spoke of the struggles blacks have had to overcome to reach this point in history, and I couldn’t help but reflect

on the struggles Mr. Dukes endured through his career. I was inspired to write him an email. My letter and his response launched our “pen pal”

relationship. Continued on pg. 7

Susan Barr from the Career Services

office on the WSU campus held a resumé workshop for PRSSA members on Oct. 20 to share simple ways to get this difficult document to influence the future

employers who read it. Barr, a full time counselor, began the workshop with some resumé-writing guidelines; always tell the truth, your job

is to “sell yourself in the resumé,” put the information in order of interest to your reader, really read the job description and “tailor your resumé for them.”

Throughout the workshop, Barr emphasized to focus toward jobs that are true interest for you. Your resumé “does not depict who you are…it gives the

employer enough information to decide if you have the skills for the specific job,” said Barr. Barr suggested collecting a list of job

titles that sound interesting to you. Then look at specific organizations and what, within the organization, catches your attention. Once you have an idea,

narrow the functions that you want to do

within the industry. Once the job is narrowed, the resume construction begins. Barr listed what is important to consider and what you

need to emphasize in the resumé such as; knowledge, skills and abilities; what personality trait thrives; critical skills needed; projects, research and classes;

employment; volunteer; activities; honors/awards; technical/special skills; language skills; publications; presentations; everything you are doing

from today, to the day that you are interviewing. Another aspect that Barr emphasized was to get everything across in your

resumé to cater to the specified employer. “Always have someone to help tailor your resumé — that is what career services is here for,” said Barr.

Leading this insightful workshop, Barr showed PRSSA members just how simple it can be to prove to those desired organizations what you are able

to provide. She was able to relay helpful hints to diminish those

frustrating feelings (which we all get), when formulating your resumé. To close out the workshop Barr

left members with this: “it is just a matter of tailoring [your resume] to what you want to work in.” Counselors are constantly

available for advice, guidance, and for specific help with resumé-writing. The career services office is

located in the Faculty and Administrative Building in Room 1001; hours are Monday – Friday, 8:30 a.m. to 5 p.m.

Gone, but not Forgotten: A Tribute to Ofield Dukes, APR, Fellow PRSA By Jenna Huskinson

Building a Remarkable Resumé with Susan Barr By Meaghan Priebe


Greetings, Ms. Huskinson, Thank you very much for your

delightful note and your kind references to my remarks at the PRSSA conference in Detroit and our meeting. I really appreciate your being encouraged to follow up by being in touch with your parents, and also your taking the time and having the interest to reach out to me. Incidentally, I still have your business card on my desk.

Although these are tough times for Detroit, the state of Michigan and especially the automobile industry, I am confident that the city, state and GM, Ford and Chrysler will make it through this difficult period and hopefully soon enjoy much better economic times.

I am hoping you are enjoying your studies and the public relations curriculum at my dear alma mater, Wayne State University. Have you decided on what you want to do after graduation? For my PR students at Howard University, I have them develop a five-year career plan to help them have a sense of direction, what they ideally want to do in life and how they plan to get there.

If there is anything I can do from this end to be supportive of your career interests and goals, please let me know.

In Washington, we are preparing for an overwhelming crowd of four million to attend the inauguration of President-elect Obama. I have served on the inaugural committees of President

Lyndon Johnson, Jimmy Carter and Bill Clinton, but I have never witnessed the outpouring of enthusiasm of people throughout the world and country to come to the nation's capital to be a part of the Obama history. It's really amazing.

Ms. Huskinson, again, thanks for your thoughtful note. Here's wishing you well in your academic studies and I look forward to our keeping in touch.

Ofield Dukes

For the next year and a half Mr. Dukes and I exchanged emails and

notes. He always inquired first, about my classes and my career planning, then offered some advice and suggestions and concluded with a

short update about what he was working on, which was always the most interesting part of his letters. Though he was extremely busy, he

always took the time to answer me and offer his help and assistance in any way. I began to lose sight of the huge legend he was and began to truly

regard him as a friend and mentor. Though our Wayne State PRSSA

Chapter and my PRSSA National Committee may not have known it at

the time, Mr. Dukes was following along with our activities through my letters. I told him about our conferences, scholarships and

specifically, the Lutheran Social Services Foster Care campaign we were working on. He would send his best wishes and I would proudly

report on our Chapter's performance. I will always value the time he took to not only respond to my emails, but provide insight, support and advice in

each letter. Our profession will dearly miss his forward thinking, students will miss his guidance and inspiration, and I will miss his

mentorship.

The Ofield Dukes Diversity Summit, presented by PRSA Detroit, General Motors and the Wayne State Department of Communication, will be held Thursday, Feb. 16 at McGregor Memorial Conference Center. For more information visit prsadetroit.org.

Jenna Huskinson graduated from Wayne State University in 2010 with a B.A. in Public Relations. She served as Vice President of Regional Activities on the 2009-2010 PRSSA National Committee and as PRSSA National Liaison to the James S. Measell Chapter during this time. Huskinson is currently the coordinator of continuing legal education for the Oakland County Bar Association.

Tyler Gawenda, Lily Medina, Ofield Dukes, and Greg Melvin at the 2011 PRSA Detroit Annual Meeting


As PR students, we attend class, read our textbooks, and listen to lectures in hopes of learning every element in our

intended field. While knowledge exuded from our professors act as a beneficial mechanism in our academic careers, being able to pursue a day in the life of

a PR practitioner can be the most influential learning experience of all. On December 4, 2011, PRSSA chapters from Wayne State University,

Grand Valley State University and University of Michigan Dearborn congregated in the GM Renaissance Center in Detroit to kick off the

beginning of their agency tour. Having the opportunity to explore the General Motors Communication Department gave the PRSSA members a visual

insight of what public relations looks like in the corporate arena. PRSSA members received a private tour of the department, in addition to hearing from

numerous individuals who participate in the everyday motions of producing such marketable products for their customers, such as the Chevy Volt.

During the visit, General Motors exemplified the true meaning and importance of crisis management, their interaction with all social media, and

even demonstrated the significance of the relationships they build with all of their publics. PRSSA members also visited PR

agencies throughout metro-Detroit. The members’ next stop happened to be right in our neighborhood at Lovio George, where it became apparent that

the foundation of public relations and communication came from

their love for the city of Detroit. The enthusiastic Lovio-George team intrigued those of us on the tour,

especially when we were introduced to the numerous actions produced by the agency that performed as a

means of improvement for this thriving city. Everything from participation in the Super Bowl, to the

production of the annual Detroit Thanksgiving Day Parade, to the Detroit Riverfront Conservancy had the Lovio-George name written all over it.

As the agency tour came to an end, we traveled to downtown Birmingham to visit Weber Shandwick. After touring their modern office and receiving an

introduction to the numerous departments and aspects to the agency, we sat down with a few members of their team to learn more

about what makes Weber a talented, well-known PR agency. Weber Shandwick spreads across the country and is located in over 18 different

states. We were quickly introduced to the agency’s strong foundation and preceded to learn of their high-profile assignments that include everything

from product launches, to sports marketing, to consumer marketing and communications. The overall experience was one that

produced an excitement for the future, and a further introduction to the positions that we might find ourselves acquiring in just a few

short years. Whether it is a corporation or a hometown agency founded through the love for a city, it quickly became apparent that no

matter the job, every position in public relations, and communications in general, exudes an extreme importance in the

industry. Being able to hear from those successful in the public relations field generated an enlightening experience, especially

since those we were introduced to are individuals that once stood in the shoes we are currently standing in today.

GVSU and WSU PRSSA members visit local agencies

Partners in PR: Agency Tour with GVSU PRSSA By Shelby Caverly

The Grand Valley State University Chapter of PRSSA is hosting this year’s Regional Conference for Region 6, which includes all PRSSA Chapters in Michigan and Ohio. “LimitLess PR” will be held April 13 – 15 in Grand Rapids. Registration opens Feb. 1. Follow @PR_GR on Twitter for more updates. For more information about the 2012 PRSSA Regional Conferences, visit http://www.prssa.org/events/regional_conferences/

LimitLess PR

April 13 – 15 Grand Rapids, Mich.

PRSSA REGIONAL CONFERENCE


Each year the Detroit Chapter of the

Public Relations Society of America (PRSA) assembles for its annual meeting, during which the organization elects new leaders, discusses plans for

the upcoming year and recognizes individuals for their achievements and contributions to the field of public relations. This year’s meeting, held on

Thursday, November 3 at the Grosse Pointe War Memorial, was particularly significant for the James S. Measell Chapter of PRSSA.

Members Lily Medina and Tyler Gawenda were awarded the Donald P. Durocher Memorial Scholarship, a $2,000 endowment paid for by the PRSA

Detroit Education Fund. The scholarship, named in honor of the late Donald P. Durocher, APR, Fellow PRSA, was established in 1992 and supports

students in their pursuit of public relations education and professional development. “I felt extremely honored to be

recognized in front of an organization full of established professionals,” said Gawenda. “Before winning this scholarship, I knew this was the career I

wanted to pursue, I just didn't know if I would live up to the expectations of the industry. Being recognized with this scholarship gave me the reassurance I

needed to continue to work hard for my future.”

Wayne State PRSSA members, founder honored at PRSA Detroit Annual Meeting By Greg Melvin

One of the highlights of the

evening was the induction of Dr. James Measell to the PRSA Detroit Hall of Fame, the highest honor the chapter can bestow. Dr. Measell’s

induction was in recognition for his dedication to student development and public relations advocacy outside the classroom. Measell

started the Wayne State Chapter of PRSSA in 1983, serving as faculty adviser to the student organization until his retirement 14 years later. In

2005, the Wayne State Chapter was named the James S. Measell Chapter of the Public Relations Student Society of America as a

tribute to him. Measell was an associate professor in the Department of Communication at Wayne State

University from 1970 to 1997. He developed the university’s first public relations class in 1979 and the curriculum for WSU’s public

relations degree program in 1987. Proof of Dr. Measell’s impact on public relations education can be found by examining the successful

careers of his former students. Wayne State PRSSA Faculty Adviser Shelly Najor, Ph.D., and Professional Adviser Mary Henige, APR, were two

of those students. “Dr. M was not only my professor

and mentor, he is my friend,” said

Najor. “For better or worse, he groomed me into the educator that I am today.” "Some professors influence more

than your learning in a class - they touch your entire career. Dr. Measell was one of those gifted professionals,” said Henige. “His greatest gift,

however, was in forming Wayne State's PRSSA Chapter. I'm blessed to have been his student, a member of the chapter in the mid '80s, and now the

professional adviser." Measell currently resides in southeast Ohio and is the full-time historian for Fenton Art Glass Co., in

Williamston, W. Va. Although he lives out of state, Measell retains a presence in Manoogian Hall, according to Najor.

“He still visits the classroom when he’s in town,” she said. “Each year he treks the nine-hour drive to attend our Spring luncheon. He always sits at the

student table - he wouldn’t have it any other way.”

WSU PRSSA Professional Adviser, Mary Henige and Faculty Adviser, Dr. Shelly Najor

Incoming PRSA Detroit President Jennifer Flowers with WSU PRSSA member and scholarship recipient, Tyler Gawenda


Halloween Hijinks with the James S. Measell Chapter By Lily Medina

With the digital download and peer-to-peer networks now dominating today’s music marketplace, I find myself wondering what impact this dynamic

shift has had on public relations. Music and communications

scholars Jerald Hughes and Karl Reiner Lang describe how the exchange of

music has become “artifact-less,” making it less of a tangible product and more a piece of information that can be shared instantly by millions worldwide.

This wide reach and easy access has led to the development of highly specific target markets for any conceivable genre of music.

Consumer choice is at an all-time high and, as Hughes and Reiner explain, “A shift in power is occurring from the large and established music industry

institutions to digital community

networks.” Up until recently, record labels were deemed “gatekeepers of the musical product.” Artists rarely gained exposure outside their own communities

without acceptance from the record company, and consumers were offered little access to music that big labels chose not to promote.

What does all this mean in terms of public relations? Previously, promotional efforts would focus on superstar artists in an effort to meet

high-sales targets. Now, with the advent of social media and music players like Spotify and Soundcloud, artists can gain worldwide exposure in seconds, and

many promotional campaigns can be done in-house by the artists themselves.

Many music public relations companies already have a dedicated

focus, concentrating solely on print or

radio efforts, for example. But campaigns must now hone in further

on the many different niche markets related to the artist or label they represent. Where much of the focus used to be on promoting the release

of an album — formerly the label’s biggest moneymaker — promotional efforts have shifted their attention to the live show and the creation of

positive press surrounding a concert or tour.

Though the music industry has undergone drastic changes in recent

years with regard to public relations, one thing seems certain: the creative campaign that can reach as far as the music it represents will

ensure the most success.

.WAV, MP3, P2P, … What About PR? Public Relations in the Music Industry By Alex Bienkowski

To welcome new members, the Wayne State University PRSSA Chapter hosted its 3rd annual Halloween Party on October 29, 2011 at the historic

Cass Café Restaurant located in Midtown Detroit.

Members of the events committee organized the social and reserved the

entire second floor of Cass Café exclusively for the chapter. They decorated the floor with glow-in-the-dark spider webs, tombstones, hanging

skeletons, confetti, and even a maniacal, life-size clown that greeted guests.

“Lily Medina and the events

committee went all-out this year,” said Chapter President Greg Melvin. “It was great to have a chance to spend time with each other in a relaxed

environment outside of the halls of Manoogian.”

Entertainment included tarot card readings by a local medium, a raffle and

a host of creative Halloween costumes worn by attendees. New chapter member Rob Meacham attended the event in an ‘80s rocker ensemble.

“I’m so glad I came,” said Meacham. “I was reluctant to come at first, but once I got here, I’m glad I did. I’ve met other members who are

interning at establishments I have my eye on. They gave me advice on how to break in.”

In addition to having fortunes told,

attendees enjoyed a high-spirited atmosphere that included food, refreshments and themed music. Rookies seized the opportunity to

socialize with seasoned members about chapter benefits, workshops, networking opportunities and internship openings.

Every semester, Wayne State

Members Rob Meacham and Lily Medina pose together at the Halloween party

Kellie “Beebs” Clifton and Jessie LeTarte

PRSSA plans numerous professional development events for members who wish to integrate

into the field of public relations and cultivate valuable relationships with experienced professionals and fellow students. But, as this year’s

Halloween party demonstrated, PRSSA is also a place to form lasting friendships, share laughs and live out dreams of ‘80s rock

star glory.


Wayne State PRSSA and PRSA Detroit commit random acts of kindness By Greg Melvin

Damon Flemings with WXYZ Anchor Stephen Clark

Detroit is more than a home to the Wayne State Chapter of PRSSA — it is an identity. It is ingrained in our DNA. As we develop

into public relations professionals, we also strive to develop as engaged citizens and active members of our community. Over the summer, members volunteered their time in beautification efforts on Detroit’s West Side. Organized by Blight Busters, Motor City Connect and WXYZ Channel 7, the event was dubbed #bustup, inspired by Channel 7’s engaged Twitter audience,

the #backchannel.

PRSSA Members #bustup Detroit

“Don’t Dump on Detroit” – Members Greg Melvin and Damon Flemings at #bustup

Chapter President Greg Melvin helps with the cleanup efforts

To kick-off PRSA/PRSSA Relationship Month, members joined PRSA Detroit for a day of community outreach and engagement on Oct. 1.

Students were matched with a team of public relations professionals and challenged to commit random acts of kindness throughout Detroit.

The event gave students the opportunity to interact with area professionals while working together to make a meaningful impact in the Detroit

community. “We passed out flowers to patients and workers at Henry Ford Hospital in Detroit,” said Amy Lafnear, vice

president of Chapter development, who was paired with 2012 PRSA Detroit President Jennifer Flowers and co-workers at Henry Ford Health System. “It

was a great way to network and connect with professionals within a casual environment.”

Groups fanned out across the city, performing a variety of good deeds: they brought donated toys to the Ronald McDonald House and to

patients at Detroit Children’s Hospital, brought sandwiches to Detroit Police and Fire Departments, donated pet

food to The Humane Society and paid fares to citizens waiting at bus stops in Midtown. “Community service is important

for people in general because it’s good karma,” said Lafnear. “PR professionals have a certain obligation to make sure that they have

a positive presence in the community — to place 'deposits into their bank of goodwill,' as Shelly would say.” As we transition from student to

professional, we will no doubt stress to our clients and our organizations the importance of social responsibility and advise them to demonstrate they

are good corporate citizens of the Detroit community. Having committed acts of kindness, members of the Wayne State Chapter of PRSSA and

Detroit Chapter of PRSA have shown they follow their own advice. Kind actions always speak louder than kind words.

Member Cindy Roman (right) buys toys with Melanie Davis, APR, and Davis’ daughter, Miranda. The toys were donated to patients at Children’s

Hospital of Michigan.


Members of the James S. Measell Chapter of PRSSA

Why join? Here are some of the benefits that come with PRSSA membership:

! Networking – Our close relationship with PRSA-Detroit, our sponsor Chapter, allows members to connect with Detroit-area public relations and communication professionals.

! Professional Development – Guest panel discussions, resumé, portfolio and social media workshops and private tours of local public relations agencies are just some of the events Wayne State PRSSA features each year.

! Awards and Scholarships – PRSSA National doles out more than $30,000 annually to fund scholarships and awards to individual members who apply. National also offers awards to Chapters in a number of categories to recognize the outstanding acheivements of PRSSA Chapters.

! Internship/Job Resources – PRSSA members have exclusive access to the PRSSA Internship Center and the PRSA Job Center, which are two of the best career resources an aspiring public relations or communications professional can utilize.

! Hands-on Experience – There are plenty of writing opportunities for members to expand their portfolios, both within the Chapter (our blog and newsletter, Salute) and on a national level (PRSSA Blog, National’s newsletter, Forum). Additional opportunities for hands-on experience include event planning, national campaign competitions and fundraisers.

Questions? Contact VP of Member Services Alex Bienkowski at [email protected]

The deadline to join Wayne State PRSSA is Thursday, February 16

Kristen Anaya Anisa Badr Alexandra Beswerchij Alexander Bienkowski Maryia Boeuy Jennifer Brandon Heather Carter Shelby Caverly Kellie Clifton Asia Daniel Rebecca East Gabrielle Fawaz Veronica Fiegel Sean Fitzpatrick Damon Flemings

Rachel Freeman Tyler Gawenda Samer Gharib Fouzia Haque Teresa Henderson James Herriottz Crystal Hurt Fatema Islam Andre Jackson Ryan Jackson Brittany Jefferson Dunia Jomaa Phil Kosky Amy Lafnear Jessie LeTarte

Chelsea Lord John McComb Chioke McRae Rob Meacham Liliana Medina Greg Melvin Catherine Mitchell Mason Mitchell Allison Normand Katelyn O’Neal Stephanie Oben Nataley Oliver Brittany Powell Meaghan Priebe Kaitlin Roehring

Cindy Roman Lorraine Salter Jarrett Sanders Melissa Shubnell Vanessa Sinadinovski Laura Skimin Lisa St. Aubin I’esha Swilley Gabrielle Van Hoesen Ryan Vichinsky Alex Washington Jaime Wilkins Nova Zorok

The James S. Measell Chapter thanks the Wayne State Department of Communication for funding the printing of this newsletter.

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