PR group forms strategic ties to help nonprofits and grow and Inside Tucson Business

January 29th, 2010

Public relations should be as much a part of a nonprofit’s strategic planning as it is for other businesses. However, nonprofit directors sometimes see it differently. Tucson public relations professionals are trying to change that kind of thinking by offering educational opportunities.

Lynn Perez-Hewitt, president of the Public Relations Society of America (PRSA) Southern Arizona Chapter, works for a nonprofit herself - as executive director of Friends of Kartchner Caverns State Park. Although she doesn’t have a category index of PRSA members’ professions, she has seen 501(c)(3) representation increase in the past five to six years.

Prior to her current position, Perez-Hewitt worked in marketing for the Community Food Bank, but said, “It became apparent my skills are more along the lines of PR than marketing.”

PRSA was founded nationally in 1947 to provide public relations professionals with networking and career development opportunities that would help them build those necessary relationships. The Southern Arizona chapter has been around since 1970 and currently maintains almost 90 members. In the United States there are 114 chapters in addition to 255 student (PRSSA) chapters, which are only recognized when the associated university has a public relations program.

“University of Arizona doesn’t have a PR degree,” said Perez-Hewitt, so the society’s relationship with the school is informal. But, she’s attempting to convince national to change the rule about a degree requirement.

The Tucson chapter does, however, have an educational presence in the community aimed at nonprofits, perhaps the reason for PRSA’s recent increase in membership from this group. Four years ago, the Arizona Daily Star started a workshop called “PR For NonProfits,” which Perez-Hewitt regularly attended. She remembered always hearing the question, “How do I write a press release?” and felt that PRSA members should help teach this program. And so they did.

Jan Howard, who works at Strongpoint Public Relations and is PRSA’s director of professional development and programs, is organizing this year’s class, now titled, “PR 101.” In 2009 a social media workshop, “PR 102,” was added.

“The program on social media gave cost-effective ways to communicate. It looks at trends and makes recommendations on blogs, whether you need an online donation website and how to make it better,” offered Howard.

This year the two classes will be combined and held in April.

In conjunction with ethics month, PRSA also will present an ethics class in September, which will be open to nonprofits as well as others.

“We hope we know right from wrong,” suggested Perez-Hewitt, “but when sticky situations come up, it’s good to bounce off one another. We all need it.”

The half-day workshops are held at Pima Community College and PRSA provides the speakers. Cost is $10 per session, which includes food and beverages, and reservations are requested.

A unique partnership with a nonprofit came about last year when PRSA members decided to sponsor a Tucson Jazz Society concert in memory of one of their own - Steve Emerine - who had died in February 2009.

“It was an interesting discussion when Steve died,” recalled Perez-Hewitt. Stories started to fly; everyone had stories. We wanted to honor his memory in a meaningful way. He loved jazz and that resonated with everyone. It was our first sponsorship of a nonprofit.”

Elaine Nathanson, of Bolchalk FReY Marketing, and other PRSA members worked with the jazz society to present the special SuperJam concert in October titled “Memories of You,” in honor of Emerine and one of his favorite jazz tunes. Held in the courtyard of St. Philip’s Plaza, the event did, indeed, justly honor the man who gave so much to both organizations.

In a more wide-reaching measure designed to both educate the public and to maintain a profile for the chapter, PRSA board members take turns contributing to “PR Corner,” a column that appears the second week of each month in Inside Tucson Business. Topics have included public relations for nonprofits, small business and using social media. Not only does it provide a source of information for business people, said Perez-Hewitt, but the visibility in the community helps people new to town connect with the chapter.

A small part of the organization’s educational entity is its mentoring program, which is available to those looking for one-on-one advice.

“People in a business position, especially in small business — which we have a lot of in Southern Arizona — their job may grow to encompass PR when that’s not his or her background, so you seek out skills,” Perez-Hewitt explained. In that case the businessperson would be paired with a PRSA member who has requested to be a mentor.

Education within the chapter is ongoing during PRSA’s regular lunch meetings, which take place the fourth Tuesday of each month. The 11:30 a.m. meetings feature a variety of speakers and topics and include time for networking.

Goals and philosophies may vary widely from one company to the next, but effective external communication comes down to understanding the importance of relationships in business. PRSA’s outreach into the community suggests its willingness to help make those connections.