PRSA Webinar Dec. 4 – Eight New Strategic Practices for the PR Champion

Eight New Strategic Practices for the PR Champion

Dec. 4, 1–2 p.m. EST

Because social media has reignited the public relations profession and influenced a new world of communications, public relations professionals are increasing their roles and responsibilities. Today’s practitioners are shifting from communication handlers and facilitators to strategic public relations influencers and champions. When public relations meets social media, and communication unites with technology, public relations professionals have the opportunity to expand their skill set and their public relations practices.

PR professionals will learn new practices and be actively involved in social media as:

  • PR Policymakers to spearhead a team of social media visionaries and strategist in their organizations who participate in audits, policy development and social governance;
  • Internal Collaboration Generators and COMMS Organizers who, through collaborative technology, create more opportunities to innovate and develop meaningful content for productive and targeted communications programs;
  • PR Tech Testers and Relationship Analyzers, using new competencies in Information Technologies to experience the latest social media tools from monitoring and measurement to influence and engagement;
  • Pre-Crisis Doctors and Members of the Reputation Task force, becoming more proactive and fully prepared for social crisis, upholding and maintaining the image of their brands, at all times; and
  • Masters of the Metrics, who will also be able to build programs that offer executives the metrics they expect, revealing communications impact and valuable business outcomes.


Deirdre Breakenridge is Chief Executive Officer at Pure Performance Communications. A veteran in PR and marketing, Breakenridge has counseled senior level executives at companies including the Academy of Nutrition and Dietetics, Empire Today, Hershey’s, JVC, Kraft and the World Bank. Breakenridge is the author of five Financial Times books. Her most recent book, “Social Media and Public Relations: Eight New Practices for the PR Professional,” was published in May 2012 and is available in print and all digital formats. Her other books include, “Putting the Public Back in Public Relations,”  “PR 2.0, New Media, New Tools, New Audiences,” “The New PR Toolkit” and “Cyberbranding: Brand Building in the Digital Economy.”

To Register: Contact Tom Bebbington at for registration information.


Yankee Chapter Corporate Responsibility Seminar, Annual Meeting and Chapter Awards – Nov. 15, 2012

PR & Corporate Social Responsibility

Leadership through Service Seminar

 Atlanta McIlwraith

The most successful organizations understand why it is important to have a socially conscious mindset. The Timberland Company’s commitment to pursue bottom-line business value and social justice dates back nearly 40 years and continues today based on a core belief that business can create positive impact in the world. Atlanta McIlwraith is the senior manager of community engagement and drives Timberland’s global community service and community investment programs. McIlwraith will describe the initiatives which have proven that corporate responsibility doesn’t need to be an add on, but instead can be a powerful competitive advantage.

Join us for an inspiring conversation which will prompt you to think about how public relations can serve as the wellspring for corporate social responsibility programs.

When: Thursday, November 15, 2012

3 p.m. – PR & Corporate Social Responsibility – Leadership through Service Seminar
4:30 p.m. – Annual Chapter Meeting & Awards Presentation
5:00 p.m. – Social & Networking with Hors d’oeurvres

Where: Franklin Pierce Center for Intellectual Property at UNH School of Law, Corner of Washington and Rumford Streets, Concord, NH

Cost: Yankee PRSA and NHBSR Members: $20; Non-members: $35; Students/interns/Americorps Members $10

Register HERE


Presented in partnership with New Hampshire Businesses for Social Responsibility

Thank you to our annual meeting sponsors:





Business Intelligence – Measuring Your Social Success – October 25, 2012

Learn how to evaluate the influence and reach of your online campaigns with Sean Owen, president of Manchester, NH, company based wedü.

Executing digital public relations and social media campaigns requires critical planning  prior to execution. This session will review available online tools for determining the value of target media outlets and individuals. Also, specific indicators utilized during the campaign will help ensure the appropriate targets and relative messages are in play. Understanding the value of these specific points of measurement will assist in making strategic changes to your plan to continually improve the outcome. The session will also review how to construct business intelligence matrix surrounding the campaign.

WHEN: October 25, 2012, 2:30 p.m. to 4:00 p.m.

WHERE: NH Housing Finance Authority, 32 Constitution Dr. Bedford, NH.

COST: Members$20, non-members $35, and students/interns $10.

Click HERE to register.


Sean Owen has more than twenty years of experience in business management, marketing and sales, and strategic planning. Sean’s expertise is wedü’s not-so-secret weapon. Sean is always pushing for the next best thing. What will win attention, attract an audience, engage a reaction and ultimately drive business success for their clients. His dedication to not settling for what has been done before and can be done today, but demanding the wedü team find a way to make the impossible happen is his strength.

Special thanks to our professional development supporter:


September is Ethics Month

Public relations professionals are regularly faced with unique and challenging ethical issues on the job. Our advice: “Act Ethically and Carry On — the theme of this year’s PRSA Ethics Month. Throughout September, we have a number of ethics-focused activities planned to help you brush up on your ethics knowledge:

For more information on PRSA Ethics Month, click here.


Nackey S. Loeb School offers fall classes

Free classes at the Nackey S. Loeb School of Communications this fall include a dose of political writing for the political season.

The six-week session of Wednesday evening classes from Sept. 12 – Oct. 17 includes Covering Politics, Feature Writing, Photojournalism, Columns/Blogging and Editorial Writing.

Garry Rayno, from the New Hampshire Union Leader’s Statehouse Bureau, teaches the Covering Politics course. With the class coming at the height of the general election campaign, there will be plenty of politics to write about. The class is offered from 7-8:30 p.m.

Feature Writing helps those who want to write more colorful and engaging stories. Taught by Steve Billingham, a former editor at The Eagle-Tribune, this course delves into using detail and good quotes to bring stories alive. Students must bring their own laptop. The class is offered from 7-8:30 p.m.

Taught by veteran photographer Geoff Forester, Photojournalism helps students identify and use the elements of good feature and news photography. Through hands-on activities and assignments, students learn the skills of telling a story through photos and produce a photo essay. Students will need a digital SLR camera. The class is offered from 7-8:30 p.m.

Citizen journalists, letter writers and anyone who likes to share observations or opinions on-line or in newspaper columns are invited to Columns/Blogging, taught by Nashua Telegraph columnist and blogger Stacy Milbouer and former Boston Globe columnist Tom Long. Stacy and Tom pass along tips on writing personal essays, columns and blogs. This class is more about content than technology. Personal laptops are useful, but not required. The class is offered from 5:30-7 p.m.

Marty Karlon, former Sunday editor and editorial board member of The Telegraph of Nashua, teaches Writing Editorials. Editorials are essential year-round, but the need for an informed opinion makes them even more important during political campaigns. The class is offered 5:30-7 p.m.

All classes are free of charge to students of all ages.


Register at or by calling 627-0005.


Call for Presentations – 2012 Northeast District Conference

Hilton Garden Inn, Troy, N.Y.

Industry experts, seasoned practitioners, researchers or public relations service providers are invited to submit a proposal to present on the latest tools, techniques, trends and knowledge of new technology or research pertaining to public relations to communications practitioners from across New York and New England with varying levels of experience.

DEADLINE: Saturday, September 1, 2012

Follow this link – Call for Speakers entry form – to complete this form if you would like your program to be considered. Accepted programs/speakers will be notified by September 15.

Programs must offer solid and authentic tactical and strategic insights and must NOT be a commercial for products or services. Presenters selected will receive a complimentary registration to the conference.

Questions – contact Joe Stabb at or 315-886-9544

Have questions on the 2012 NE District conference? Email us at, connect with us on Facebook or on Twitter (@PRSA_CapRegion).


Loeb School offers workshop on photos for PR

MANCHESTER _ The Nackey S. Loeb School of Communications is offering a one-day workshop designed to help businesses and non-profits enhance their image and spruce up their web sites or newsletters with memorable photos.

Photography for Public Relations will be presented at the school in Manchester on July 13, from 9 a.m. to 3:30 p.m. Award-winning photographer Geoff Forester will offer proven suggestions on how to take photos that will help tell your business or non-profit’s story in print or on the web. The workshop includes camera basics, taking good photos and selecting photos that best tell your story.

The registration fee of $45 includes lunch.

Geoff Forester has been a photojournalist for nearly 30 years at four newspapers. In 1994, he was named Photographer of the Year by the New Hampshire Photojournalists Association. He also has been a photo editor at the Concord Monitor and The Boston Globe and has taught photography at Boston University, the New Hampshire Institute of Art and the Loeb School.

Register or get more information at or by calling 627-0005.

The Nackey S. Loeb School of Communications, Inc., admits students of any race, color, sex, age, religion, national and ethnic origin to all of the rights, programs and activities generally accorded or made available to students at the school. It does not discriminate on the basis of race, disability, color, sex, age, religion, national and ethnic origin in administration of its educational policies, admissions policies, scholarship and loan programs and athletic and other school administered programs.

Press Contact:

David Tirrell-Wysocki



Getting Ready for the APR Computer-Based Examination

Learn to Analyze Scenario-Based Questions to Increase Your Examination Success

Dates -June 12, 2012 3–4 p.m. EDT
Members: Free! —  Nonmembers: $75

On-Demand, available June 19, 2012
Members: Free! — Nonmembers: $75

This webinar is designed to help you develop a scenario-based (not memorization-based) mind-set for the computer-based Examination for Accreditation in Public Relations (APR) to enable you to apply your knowledge within the Examination context. Veteran APR Boot Camp instructors Bob Saline, APR, Fellow PRSA, and Jason Kirsch, APR, will walk through the multiple-choice format, help you analyze the Examination stems (questions) and distracters (answers), and share other strategies to increase your understanding of the multiple-choice environment. Participants should have a clear understanding of the family of knowledge, skills and abilities (KSAs), and be prepared to take an active part.

You will be able to:

  • Understand the scenario-based question format.
  • Comprehend the multiple-choice environment.
  • Get a feel for stems and distractors.
  • Participate in demonstration exercises.


Jason S. Kirsch, APR

Photo of Jason S. Kirsch, APR Jason S. Kirsch, APR, is the current Accreditation co-chair for the PRSA Central Pennsylvania Chapter, and vice president and director of marketing and public relations at Metro Bank, a financial services retailer serving Pennsylvania and New Jersey. His areas of expertise include corporate communications, media relations, brand management and marketing communications.


Bob Saline, APR, Fellow PRSA

Photo of Bob Saline, APR, Fellow PRSA Bob Saline, APR, Fellow PRSA, is the current Accreditation co-chair for the PRSA Central Pennsylvania Chapter, and president and CEO of PRWorks, Inc. His areas of expertise include strategic communications and research, issues management and media coaching.


Social Media Bootcamp – May 24 @SNHU

Explore tangible tools and resources for establishing, growing, and maintaining an effective Social Media Online Presence for your business.

When: Thursday May 24, 2012 from 8:00 AM to 3:15 p.m.

Where: Southern New Hampshire University, 2500 North River Road, Manchester, NH

$75.00 – Price Per Attendee (After May 1)
$50.00 – Early Bird Rate Purchased By May 1, 2012
$25.00 – Multiple Additional Attendee From The Same Company

Breakfast and lunch are included.

To get more information, go to our event homepage.

Schedule of Events

8:00 – 8:30 am: Breakfast/Registration

8:45 – 9:00 am: Keynote Speaker: Neil Deluca, Yahoo! | Social Media/Community Manager

9:15 – 10:15 am: (Choose One)

  • Session 1 (Facebook for Brands: How to Facebook, Twitter, LinkedIn and YouTube)
  • Session 2 (Mobile Marketing, Pinterest)
  • Session 3 (Business Intelligence)

10:30 – 11:30 am: (Choose One)

  • Session 1 (Facebook for Brands: How to Facebook, Twitter, LinkedIn and YouTube)
  • Session 2 (Mobile Marketing, Pinterest)
  • Session 3 (Business Intelligence)

11:45 am – 12:15 pm: Working Lunch (Visit Booths)

12:30 – 1:15 pm: (Choose One)

  • Session 4 (Optimize Your Social Media Presence)
  • Session 5 (Social Media Marketing)

1:30 – 2:15 pm: (Choose One)

  • Session 4 (Optimize Your Social Media Presence)
  • Session 5 (Social Media Marketing)

2:30 – 3:15 pm: Panel Discussion

Event Concludes


Session Descriptions

Session 1: How to Facebook, LinkedIn, Twitter, YouTube etc.
Speaker: Jillian Adams, Pannos Winzeler Marketing | Interactive Media Specialist

Social Media for Brands: Learn how businesses of all sizes are utilizing social media’s “Big Four”: Facebook, Twitter, YouTube, and LinkedIn for brand and relationship building as well as to drive sales and traffic to websites. Walk away with a heightened understanding of brand customization opportunities, content and engagement strategies, and tips and tricks for Facebook’s new Timeline for Brands.

Session 2: Mobile Marketing, Pinterest
Speaker: Mark Haddad, Business Development Manager  | Neudesic

Understand how to leverage social media and mobile marketing to grow your business. Session will focus on identifying tactical strategies for utilizing the mobile platform for growing and innovating business practices as well as highlight the emerging valuable social media resource, Pinterest.

Session 3: Business Intelligence
Speaker: Douglas DelVecchio, Director Business Intelligence – Business Analytics | Valassis

Unable to translate social media logistics into valuable information? This session on Business Intelligence highlights metrics, measurements, social media scalability, and return on investment in a practical way. Attendees will leave with an understanding of how to identify successors and implement change to make the most out of social media business ventures.

Session 4: Optimize Your Social Media Presence
Speaker: Tara Hershberger, Pannos Winzeler Marketing | VP Media

Optimize Your Social Media Efforts: Your social sites are up. What’s next? How do you optimize your efforts over the long term with limited resources? Learn strategies to maximize your social presence across multiple channels and integrate efforts within your current marketing plan. Understand through analytics what is working and what is not to answer the question of ROI. Gain an understanding of hyper- targeted social advertising to enhance your efforts.

Session 5: Social Media Marketing
Speaker: Dr. Pat Spirou, Southern New Hampshire University | Social Media Coordinator; Professor

Session focuses on communication and marketing training based on the resources offered through social media services. Learn how to successfully represent and promote your business by spreading awareness through digital media and third-party internet advertising.

Panel Discussion
Moderator: Neil Deluca, Yahoo! | Social Media/Community Manager

A final discussion as well as an opportunity to allow attendees to ask any questions and receive answers.


PRSA Boston Social Media Summit May 23

PRSA Boston will host a half-day educational conference designed to help people take their social media game to the next level. While more and more organizations are using social media, many people are struggling with: achieving business-impact results, measurement and analytics, resources and internal organization, integration with other marketing programs, etc.  We’ve designed our event to get people talking about these critical issues, share their experiences and learn from each other.

PRSA Boston Social Media Summit
May 23, 7:30-11:30 am
Bentley University, Waltham, Mass.

Highlights include:

  • Keynotes by Todd Defren, recognized social media innovator, thinker and lecturer, and Prof. Bruce Weinberg of Bentley University, a leading authority on the online consumer experience and recent co-author of “What’s Your Social Media Strategy?,” published in Harvard Business Review
  • Industry breakout sessions – Deep dives into case studies from Staples (B2B), Wayfair (Consumer) and Beth Israel Deaconess Medical Center (Health)
  • Tools & Techniques breakout sessions – SEO/SEM, Insights and Analytics, Social Amplification & Distribution

Yankee Chapter members receive special pricing for this event.  Those who sign-up (<>) before May 1 can use the Early Bird Discount and the same $75 rate as PRSA Boston members.  This is an incredible value compared to other social media conferences.

For more information and to register go to PRSA Boston Social Media Summit.