Saturday, December 22, 2012

30-Minute "Evergreen" Christmas Tree Project



30-Minute, 5-Foot "Evergreen"
Christmas Tree Project



In 30 minutes, you can create this five-foot tall artificial "evergreen" Christmas tree from materials that are readily available in many households. Here's how:






STEP 1. Select one regular-sized garden tomato cage that you retired for the winter. Turn the cage upside down and bind the sharp "bottom" tines with string, forming the top of the tree.










STEP 2. Take a strand of artificial garland and wrap the wire end around the circular base of the cage, where it intersects with a vertical support.








STEP 3. Wrap garland around the cage, taking care to avoid gaps in the garland. Tie ends of the garland to cage.




STEP 4. At the top of the tree, form the end of the garland into the "tip" of the tree.






STEP 5. Finish by hanging lights, ornaments, and other decorations. Set inside a round decorative planter to anchor the tree. Use the tree inside or out.

You can also use the tree as a winter cover for delicate plants or deer protection.
Merry Christmas!

Courtesy of Mark A. Van Dyke, markavandyke@yahoo.com




Friday, December 14, 2012

Marist Seeks Spring '13 Communication Intern

Marist College's School of Communication and the Arts has announced that it is seeking applications from qualified candidates for its spring 2013 integrated communication intern position. The candidate selected for this position will earn three academic credits for the semester-long internship. The intern will work from the Lowell Thomas Communication Center on Marist's main campus, providing direct support to the school's dean. Click here to download the position description and application instructions for this communication internship.

Qualifications: Minimum of 2.5 GPA; completion of 60 college credits and prerequisite course in employment practicum. Highly motivated with proficiency in online media and social networks. Excellent writing and communication skills; keen attention to detail; outstanding management and organizational skills. Desire to learn and take initiative while working independently. Must be available to work 10 to 15 hours a week (3 academic credits).

Description: The School of Communication & the Arts houses the largest undergraduate program at Marist College and offers degree programs in art and art history, communication, fashion, media arts and music. The intern will assist with management of public relations, advertising, marketing and other strategic communication functions that help manage relationships among the school its key internal and external audiences. The intern will report directly to a designated member of the staff or faculty for supervision purposes; however, the intern will provide direct support to the school’s dean, various members of the faculty and staff, and contract employees. Responsibilities include but are not limited to:

•  Design, publish, manage material (text, images, videos, links, etc.) for school’s Web site(s).
•  Assist as necessary with media relations.
•  Write, upload, and update material and membership databases on professional networks (LinkedIn, Facebook, Twitter etc.).
•  Create content, distribute, and monitor social media content (Twitter, blogs, etc.).
•  Act as liaison with student communication groups (PRSSA, Advertising Club, etc.)
•  Conduct research and evaluation as needed.
•  Manage a social media strategy for COA (rules, limits, regulations)
•  Write, edit, and distribute public relations, advertising, and marketing materials (press releases, fact sheets, backgrounders, video releases, pitches, etc.) about accomplishments of students and faculty, significant events, and other newsworthy items.

Application: Send electronic cover letter, resume, with list of three references.

Deadline: Tuesday, January 22, 2013

Contact: LoriBeth Greenan, Visiting Professional Lecturer; 845-575-3000, ext. 2608; LoriBeth.Greenan@marist.edu

Saturday, December 8, 2012

Marist Featured In Fox News "Helping Heroes Work"


Marist College is featured prominently in a new Fox News video, "From Combat to the Classroom," that promotes its Helping Heroes Work campaign. The Fox News program is designed to help military veterans find educational opportunities and resources as they make their transition from military service to civilian life. 

Marist Student Veteran Shawn George,
Fox News photo
The video is narrated by television host Lieutenant Colonel Oliver North (U.S. Marine Corps, Retired). Marist student veterans Shawn George and Nicholas Castellane, Dean of Graduate and Adult Enrollment Sean-Michael Green (who served as a U.S. Marine), and various parts of the Marist campus appear throughout the five-minute and 34-second video.

Sean-Michael Green with Marist student
veterans, Fox News photo
Fox News selected Marist for the video project because of its “Military Friendly School” designation by G.I. Jobs (GIJobs.com). Green, who is also head of Marist's Veteran’s Liaison Office and Student Veteran’s Organization said, about veterans at Marist, "I think culturally they need to know that  there are people like them there. I think that they need to know that they have a support system and that there are other veterans [at Marist]. They are just not isolated; they are not alone."

Marist Red Fox Company Campaign Coin,
Fox News photo
To make veteran's feel welcome, Marist has adopted certain cultures and traditions that are familiar to military veterans. For instance, Marist has created a unique Fox Company "campaign coin," which recognizes student veterans for outstanding performance or service. Military campaign (or challenge) coins traditionally represent the challenges faced by unit members in a military campaign or operation, and are awarded to unit members for special achievement.

You can read more about Marist's participation in this video series on the Marist College "News From Public Affairs" website at http://www.marist.edu/publicaffairs/foxnewsvets.html

Watch the entire promotional video "From Combat to the Classroom" on the Fox News Helping Heroes Work website. Follow this site to watch for the release of a second video, “The Mission: Staying in School,” which will feature other members of the Marist community.

Tuesday, December 4, 2012

Twitter Goes Papal!

Image Courtesy The Vatican
Well, I guess Twitter has been blessed in a way. One of its newest members happens to be the head of the Catholic Church on Earth. The Vatican announced on Monday, Dec. 3, that Pope Benedict XVI just signed up for his Twitter account under the handle @pontifex, which means bridge builder in Latin.

Pope Benedict is expected to publish his first tweet on Wednesday, Dec. 12, which will respond to questions he is now accepting at #askpontifex, his official Twitter hashtag.

According to the Vatican, as reported by The New York Times ("Twitter Has a New User: The Pope," Dec. 3), a tweet from the pope tweet should be be considered a "papal teaching,” or a message from the pope that is simply "entrusted to a new technology.”

Pope Benedict using an iPad. Photo: Gaia Pianigini,
Rachel Donadio, The New York Times, Dec. 3, 2012
The pope's venture into Twitter is just one more sign of the Catholic Church's growing use of social media. Before signing up for Twitter, Pope Benedict created his own Facebook and YouTube accounts. The pope also has his own social media website, http://www.pope2you.net, and the Vatican has its own downloadable mobile phone application (app).

Vatican's YouTube Twitter Announcement
The U.S. Conference of Catholic Bishops (USCCB) has acknowledged that bishops around the world face an "urgent call" by the Vatican to use social media to "evangelize the new 'digital continent' of social media." The Church's use of social media is intended to engage its 1.2 billion followers, especially young people. 

In 2010, USCCB Communications Committee member Bishop Ronald Herzog (Alexandria, La.) told fellow bishops, "If the Church is not on their mobile device, it doesn't exist. The Church does not have to change its teachings to reach young people, but we must deliver it to the them in a new way."

Courtesy of The Vatican
In announcing Pope Benedict's new Twitter account, the Vatican affirmed, “The pope’s presence on Twitter can be seen as the ‘tip of the iceberg’ that is the church’s presence in the world of new media.




Stay tuned, and consider following the pope. Do you think if I follow him, he will follow me? Hmmm.

Key words: Twitter, Facebook, YouTube, Catholic Church, Pope Benedict XVI, Vatican, social media, mobile phone

Tuesday, October 23, 2012

Preparing the Next Generation of Leaders

On Thursday, Oct. 25, students in my public relations classes at Marist College will have the privilege of hearing from one of Marist's distinguished alumni and an award-winning leader, Captain Paul X. Rinn, U.S. Navy (Retired).

Captain Paul X. Rinn, U.S. Navy (Ret.)
Captain Rinn (Marist College '68) was the commanding officer of USS SAMUEL B ROBERTS (FFG-58) when the ship struck a mine on April 14, 1988, during an Operation Earnest Will escort mission in the Persian Gulf. Despite crippling damage to the ship and several serious injuries to crew members, Captain Rinn's leadership and his crew's heroic actions prevented loss of life and saved the ship from sinking. In recognition of his leadership, Captain Rinn received a personal call from U.S. President Ronald Reagan. He was also awarded  the U.S. Navy League's John Paul Jones  Award for Inspirational Leadership and he was inducted into the U.S. Navy's Surface Warfare Hall of Fame

Gen. Martin Dempsey
It seems appropriate then, given the visit of Captain Rinn this week, to share advice about leadership from another distinguished military leader: General Martin Dempsey, U.S. Army, Chairman, U.S. Joint Chiefs of Staff. Speaking recently at the U.S. National Defense University, General Dempsey observed, "Military service is our nation's preeminent leadership experience." And today's volatile, uncertain, complex, and ambiguous (VUCA) environment demands more than ever from young leaders. 

Commenting on the challenges ahead for young leaders, General Dempsey also noted that operating in a VUCA environment "means asking them to lead in diverse and challenging contexts -- to experience and recover from setbacks, unexpected events, and even chaos." He then went on to articulate the personal responsibilities required of leaders.

Leadership Development is Job One. People are any organization's greatest strength. The ability of innovative leaders to think critically about complex problems and "out-think" adversaries or the opposition will trump power and technology any day. 

Leaders Are Readers. Our nation needs life-long learners who are curious and read actively, follow trends in industry and society, continue their educational studies, consider important issues from various perspectives, and continually develop new ideas.

Lead Always, but Use Words Only When Absolutely Necessary. In my opinion, this is General Dempsey's most insightful and important point about leadership. He warned, "The future will be a difficult journey and one that we cannot take alone. He added: "Growing relationships is one of the tools in our leadership toolbox that we should reach for early and often. If we wait until a crisis, we risk being too late."

The general also addressed the importance of leadership communication as it relates to this point. "Words matter in every relationship," he observed. "The higher you climb the ladder, the more important it is to choose words carefully and with precision." And actions are often more important than words. Actions that are inconsistent with our vision, mission, values, policies, goals, and objectives erode and eventually destroy our credibility, which in turn destroys our ability to lead.

When I reflect on this point, I am reminded of one of the important pillars of the Marist Brother's tradition, which calls us to be "humble and modest ... seeking to do good quietly."

Trust is the Foundation of Our Profession. In his final point, General Dempsey stressed the importance of professional and ethical leadership. Senior leaders must trust their subordinates, partners must trust each other, and "mutual trust does not work without ... confidence that we are trustworthy teammates." Trust also determines the quality of our relationship with the people we represent, and those affected by our actions. 

In his final words, General Dempsey returned to his first point, "It is up to all of us to develop the leader after next." So it seems fitting that a leader of the caliber of Paul Rinn will speak with students on Thursday: a member of the Marist College Class of 1968, sharing his ideas with young, ethical professionals dedicated to learning, about to enter the 21st century's VUCA environment ... future leaders from the classes of 2013 through 2016. I can only hope that my students listen, take to heart Captain Rinn's advice, and apply his leadership wisdom to their own professional and personal lives.

NOTE: Click here to read the entire text of General Dempsey's remarks to the U.S. National Defense University.


Sunday, September 9, 2012

An Unlikely Convergence: Journalism and Public Relations?

September 9, 2012

I am sitting at my dining room table, enjoying my daily ritual: a post-lunch “digestivo.” I became partial to a good digestivo when I was a U.S. Navy public affairs officer, based at a NATO military headquarters in Naples, Italy, serving as a senior NATO spokesperson. After lunch, before going back to work, I would usually stop off at the coffee bar next to my office to have an espresso with my Italian friends. Now, my digestivo is a home-brewed double shot of authentic Italian espresso (Kimbo, an Italian roast that “represents the Neapolitan coffee culture”).

Tuesday, June 12, 2012

When to Cite in an APA-Style Paper

I often receive the question, “How many sources do I need in my APA paper’s text or reference list?” There is no definitive answer to this question, since the number of in-text citations and sources on a reference list depend on an individual author’s work.

The best response to this question can be found in the American Psychological Association’s publication manual (APA, 2010), which has provided the following guidance. Words inside brackets are authored by me:

When to Cite

Cite the work of those individuals whose ideas, theories, or research have directly influenced your work. They may provide key background information, support or dispute your thesis, or offer critical definitions of data. Citation of an article implies that you have personally read the cited work [see Note 1]. In addition to crediting the ideas of others that you used to build your thesis, provide documentation for all facts and figures that are not common knowledge [see Note 2].

The number of sources you cite in your work will vary by the intent of the article [or paper, as in a college course]. For most articles [or papers], aim to cite one or two of the most representative sources for each key point [see Note 3]. (p. 169)

The following figure provides an example of citation levels, based on an actual APA-style paper (click the image to enlarge the figure):


NOTE: Adapted from “Publication manual of the American Psychological Association (6th ed.),” by American Psychological Association, 2010, p. 170. Copyright 2010 by the American Psychological Association, Washington, DC.

NOTE 1: When citing sources, cite the original or primary source of the work. See Tip 24 in my APA citation and writing Wiki. For example, if you wish to cite Peter G. Northouse’s introduction to leadership, you would read his original work (e.g., Introduction to Leadership: Concepts and Practice, 2nd ed., 2012) before you quote or attribute and cite his work. The APA publication manual discourages citation of secondary sources. For example, Northouse (2012, p. 19) used a quote and citation from another author to describe George Washington’s leadership style. Northouse wrote, “Washington … as Schwartz (1987, p. 147) has suggested, ‘was ‘great’ because he was ‘good.’” If you wanted to cite Schwartz or use Schwartz’s quote in your paper, you must locate and read the original Schwartz material, to ensure that you quote or attribute Schwartz’s material accurately. Secondary citations are prone to errors. See the APA publication manual, article 6.17 (p. 178), for guidelines about citing secondary sources. Don’t use secondary sources to simply save time needed to research the original source. According to APA (2010), only use secondary sources “when the original work is out of print, unavailable through usual sources, or not available in English” (p. 178). And if you must use a secondary citation, use the following format for an in-text citation and cite only the secondary author(s), not the primary source, in the reference list: Northouse (2012) suggested that George Washington was a great leader because of his goodness (as cited in Schwartz, 1987).

NOTE 2: If you chose to write in a paper that “George Washington was a great leader,” you would not need to cite your source (e.g., Northouse, 2012, or Schwartz, 1987) because it is common knowledge that Washington, the first U.S. president, was a great leader. However, if you chose to quote Northouse, then you must cite the source of the quote.

NOTE 3: Do not “pad” your paper with citations or a long reference list in an attempt to have your paper seen as being more “scholarly” or to impress a professor. Papers that focus on a review of literature as their primary thesis or topic often contain lengthy reference lists. However, in most articles or papers, be judicious in your use of in-text and reference list citations. Articles or papers that borrow excessively from the work of other authors (e.g., an overabundance of in-text and reference list citations) are usually less credible than articles or papers with a reasonable number of citations that are based primarily on an author’s original work. Finally, when citing sources, make sure that all in-text citations appear on the reference list (with the exception of some elements of a secondary citation, as described in Note 1); and ensure that all sources listed in a reference list have a corresponding in-text citation.

References:

American Psychological Association, 2010. Publication manual of the American Psychological Association (6th ed.). Washington, DC: Author.

Northouse, P. G., 2012. Introduction to leadership (2nd ed.). Los Angeles: Sage.

Friday, May 25, 2012

Harrisburg U Social Media Summit 2012 Results

I thoroughly enjoyed Harrisburg University's 2012 Social Media Summit this week. A full day of panel presentations and workshops with social media experts from around the world provided valuable information about what is happening today and into the future with social networks; information assurance (security); legal affairs; education; new applications to public relations, marketing, and advertising; and much more.










Thanks in particular to Marist College fan Chris Dessi (pictured in the center, doing the Jersey fist pump!) and other social media experts for a brilliant panel on the future of social networking. Click here to see video of this panel and others.

Congratulations to HU for another successful summit!

Mark

PRSA CEO: Social Media Has Become Strategic PR Function

In this video, Gerry Corbett, chair and CEO of the Public Relations Society of America, explains why social media has become a strategic public relations function.

Click the image to play the following Facebook video:


So, who teaches how to manage social media in our colleges and universities? Marketing? IT? Or PR? Public relations faculty need to engage.

Mark

Thursday, May 3, 2012

Google Announces New Social Media Analytic Tools

Figure courtesy of Google
Finally, social media managers have a new set of no cost tools to help take some of the mystery out of analyzing the value of social media activities. Response to Google's March 20 announcement about its new analytics package for social media has been generally favorable.

You haven't heard about this yet? Well, you need to get onboard, as Google Analytic's new "Social Reports" option provides a powerful (and free!) means for measuring the impacts and effectiveness of your social media programs.

According to the Google announcement, "The new reports bridge the gap between social media and the business metrics you care about - allowing you to better measure the full value of the social channel for your business." Specifically, Social Reports will help social media managers:
  1. place a value on traffic from social media sites by measuring how they lead to direct engagements with key audience members;
  2. develop a more refined understanding of social activities on and off of social media sites, which help optimize engagement and key performance indicators; and
  3. make more efficient and better qualified decisions about SM programs based on credible data.
For a better understanding of how the Social Reports program works, check out "About Social Analytics" on the Google Analytics Help page. According to Google, the following four elements define social impact: sources, conversions, pages, and social plugins. Google defines these elements as follows (source):
Sources: As your content is shared and people come to your site, it's important to understand how visitors from different social sources engage with your site.

Conversions: Shared content URLs become the entry points into your site, driving traffic from social sources. Measuring the conversion and monetary value of this traffic will help you understand the impact of Social on your business.

Pages: People increasingly engage with, share, and discuss content on social networks. It’s important to know which pages and content are being shared, where they're being shared, and how.

Social Plugins: Adding Social Plugin buttons to your site (for example, Google "+1" buttons) allows your users share content to social networks directly from your site. Your social plugin data shows you which content is being shared, and on which networks.
By integrating analysis of all these elements (and visitor flow through sites), social media managers can now obtain a more complete and accurate understanding of how social media affects performance, justify the cost of social media activities, and demonstrate social media's contribution to an organization's bottom line.

To get started with setting up and evaluating your Social Reports, read the tutorials provided by Google at its "About Social Analytics" page.

Monday, April 30, 2012

Michael Bernardini (Marist, '13) Selected as Fall '12 COMMARTS Intern

Michael Bernardini
The Marist College School of Communication and the Arts has announced selection of communication major Michael Bernardini (’13) as the school’s fall 2012 communication intern. Michael has an academic concentration in public relations and a minor in global studies.

Michael (on LinkedIn) will begin his intern duties when the fall semester convenes on August 27. As the school’s intern, he will provide direct support to Dean Steven Ralston, faculty, staff, and contract employees. He will also promote awareness of the school’s student activities and accomplishments. His duties will include assisting with management of public relations, advertising, marketing and other strategic communication functions that contribute to strong relationships with the school’s key audiences.

Michael, a resident of Lansdale, PA, is a 2009 graduate of Perkiomen Valley High School in Collegeville, PA. In addition to his academic accomplishments, he currently serves as the vice-president of Marist’s Red Foxes Chapter of the Public Relations Student Society of America (PRSSA). He will serve as president of the chapter during the next academic year.

Michael is also employed by the Marist Institute for Public Opinion (the Marist Poll) and he has completed communication internships with Say Communications (healthcare, London, England); Sprout Creek Farm (social media, Poughkeepsie, NY); and Saint Francis Hospital and Health Centers (Poughkeepsie, NY).

Congratulations to Michael and all of this semester’s applicants for this position. All students were well qualified, with impressive resumes, which made for an extremely challenging selection process.

Any students interested in applying for future positions as the school’s communication intern should contact me at mark.vandyke@marist.edu.

Monday, April 23, 2012

Marist Poll Student Worker Saves a Life

From Left: Jason Sokolowski, Bobby
Berlin, Daniela Charter
Congratulations to Marist Poll field supervisor Daniela Charter and Marist College communication major Jason Sokolowski for saving a life.

While working one of his shifts for the Marist Poll on the evening of April 16, Jason's random call -- one of hundreds that he might make in a night -- woke up Bobby Berlin of Manhattan. Berlin's speech was slurred and her answers to Jason's questions about Mayor Bloomberg didn't make sense. Sokolowski, who lost a close high-school friend to a diabetic attack last November, sensed that something was wrong and again asked Berlin, "Are you O.K.?"

A recording of the call documented Berlin responding, "Ahh, what? Awww, wuh."

Sokolowski asked again, "Are you O.K., mam?"

Berlin replied, "No." 
Click image to listen to YNN report and
audio of actual Marist Poll phone call.

At that point Sokolowski called in his supervisor, Daniela Charter, a four-year veteran of the Marist Poll. Suspecting that Ms. Berlin was experiencing a medical emergency, the team called Dutchess County, N.Y., 911 emergency services, who connected with Manhattan emergency services, who then traced Berlin's phone number. Arriving at her apartment, Manhattan first responders found Berlin nearing a diabetic coma. Following treatment, she has since recovered and is now back in her apartment.

Asked about the call, Bobby Berlin said, "If something hadn't been done, I don't think I would have made it until morning."

Remaining humble about his role in saving Bobby Berlin's life, Jason Sokolowski chalked up the incident to a "perfect storm" of random chances. "It all came together for her," Sokolowski concluded. "It just wasn't her time to go."

Jason Sokolowski is a Marist College junior in the School of Communication and the Arts. He has an academic concentration in advertising with a minor in psychology.

The Marist Institute for Public Opinion, better known as the Marist Poll, is a survey research center located at Marist College. Founded in 1978, the institute measures public opinion on a wide variety of topics at the local, regional, state, and national level. The data collected by the Poll are widely reported by journalists and analysts around the world.

For me, students like Jason Sokolowski and staff members like Daniela Charter are just one of the many rewards of teaching and studying at Marist College. Go Red Foxes!

News reports by YNN TV's John Wagner and NBC-TV4 New York's Melissa Russo contributed to this blog post. See additional stories and photographs by the Washington Post, the Poughkeepsie Journal, and Marist College Public Affairs.

Friday, April 20, 2012

PR Professional Lecturer Donohue Named Marist COMMARTS Faculty Member of the Year

Marist College's Jennie Donohue
The Marist Student Government Association (SGA) has selected Jennie Donohue, professional lecturer in public relations, as its 2011-2012 School of Communication and the Arts Faculty Member of the Year. Students across the Marist campus nominated deserving faculty members for this award during the spring 2012 elections for SGA.

Donohue joined the full-time faculty at Marist College in the fall of 2010. She is an award-winning communication professional with more than two decades of industry experience. Among other responsibilities, she serves as the faculty adviser to the college’s Red Foxes Chapter of the Public Relations Student Society of America. She is also a charter member of the Public Relations Society of America (PRSA) Hudson Valley Interest Group, which is in the process of forming the newest chapter in the PRSA, the world's largest professional organization of public relations practitioners.

I have had the pleasure of working closely with Jennie since her arrival at Marist in 2010. In the short time she has been on our faculty, she has energized the teaching of our public relations courses, established guest speaker program that introduces students to some of the nation's leading public relations professionals, guided the rapid growth and development of Marist's PRSSA chapter, helped the PRSSA chapter launch a student-run communication agency, and helped modernize the college's public relations curriculum.

I can think of no candidate more worthy of this year's award. Please join me in congratulating Jennie Donohue on this special recognition!

Wednesday, April 11, 2012

Expert Lessons in Strategic Communication

I  was privileged to have two brilliant guest speakers join my strategic communication course at the U.S. Army War College (Carlisle, PA) over the last few days. The course is one of several electives offered by the Center for Strategic Leadership this spring to senior military officers and government civilians from the United States and 66 other nations. Fellow faculty members Dennis Murphy and Ben Leitzel assist in teaching our strategic communication course to eight senior military and government service students from the United States, Zambia, Poland, and Lithuania.

Rear Admiral Hal Pittman
On March 30, U.S. Navy Rear Admiral Hal Pittman (biography) talked to students about the strategic communication program conducted by the NATO-led International Security Assistance Force (ISAF) based in Kabul, Afghanistan. Rear Admiral Pittman, a U.S. Navy public affairs officer based at U.S. Central Command in Tampa, FL, just returned from one year in Afghanistan as the ISAF Deputy Chief of Staff for Communication. He provided our class with a fascinating briefing on what has to rank as one of the most sophisticated and complex political-military strategic communication programs achieved to date.

I described his briefing in more detail on the DIME Blog of the Center for Strategic Leadership, U.S. Army War College. Click the following link to
read my post. You can also click this link to read and download an unclassified set of slides that Rear Admiral Pittman used to illustrate his briefing about the ISAF strategic communication program.

On April 10, our class hosted a visit by Mr. Ron Rhody (
biography), an award-winning journalist, book author, corporate public relations executive, and consultant to Fortune 500 companies. Mr. Rhody is also a member of the U.S. Army War College’s Strategic Communication Council, which includes senior counselors like Harold Burson, founder and chairman of Burson-Marsteller; and Ed Block, founding director of the Arthur Page Society. Mr. Rhody was escorted by Dr. Frank Kalupa, Professor of Communication Studies, James Madison University. Dr. Kalupa served as the 2010-2011 Visiting Professor of Strategic Communication at the Center of Strategic Leadership, U.S. Army War College.

Mr. Ron Rhody
Mr. Rhody offered an insightful description of strategic communication from the perspective of corporate communication. This lesson served as a valuable companion to what we teach our students about government strategic communication. First, strategic communication is an essential senior leader function. According to Mr. Rhody, “I can’t think of a Fortune 500 company today that doesn’t count strategic communications as a crucial part of its overall operating plan.” Mr. Rhody elaborated that the key to successful operations is creating by-in among strategic audiences, or “the ability to understand your constituents’ wants and needs and find ways to associate their interests with your actions.” Furthermore, “The strongest single tool for achieving this is communication.”

This leads to the goal of corporate strategic communication: “to get people to do something, not do something, or let us [the corporation] do something…. Because they see how their self-interest is served.”

I am an advocate of research, planning, and evaluation in communication strategy. Communication is more than simply pumping out tactical messages. Therefore, I was gratified to hear Mr. Rhody stress the importance of the planning process in strategic communication. Here is his list of planning essentials:
 
  1. Be clear on the objective.
  2. Be clear on who must be reached.
  3. Determine what the audience needs to know, or think, or believe in order to hold opinions or take actions that support your objective.
  4. Fashion messages and assemble information that will be persuasive and motivating to specific audiences; and then re-enforce those messages with actions that validate them (e.g., do what you say you will do).
  5. Set an action timetable and provide sufficient resources (money, people, etc.).
  6. Assign responsibilities to put the plan into action, then monitor, evaluate, and adjust as needed. 
In closing, I will share some universal words of wisdom provided by Mr. Rhody, which have obviously contributed in no small way to his success. This advice applies equally well to public relations as it does to strategic communication, so students, take note:
  1. Always assume that anything that can go wrong will, so be prepared.
  2. Make sure you have the facts.
  3. Take the initiative and tell what you know, when you know it.
  4. Get all the bad news out as rapidly as possible … or suffer dying by a thousand cuts.
  5. Tell it straight … avoid spin.
  6. Take the story directly to your constituents, in your words, with your facts.
  7. Try to do what’s right.
If you are wondering how to achieve the kinds of success enjoyed by experts like Rear Admiral Pittman and Mr. Rhody, here’s a suggestion: become a student, study them, and follow their advice. If it works for them, it probably will work for you, too. Click this link for a copy of presentation slides provided by Rear Admiral Pittman. Click the following link for a copy of Mr. Rhody's talking points. You can also follow Rear Admiral Pittman on Facebook and Mr. Rhody on his blog.

Friday, March 16, 2012

Congratulations to Marist Red Foxes PRSSA!










I just received a note from Jennie Donohue, professional lecturer of public relations at Marist College, providing an update on the activities of Marist's Red Foxes Chapter of the Public Relations Student Society of America (PRSSA). I was so impressed with the chapter's accomplishments this year, that I decided to share some of this good news with my blog followers.

According to Jennie, who is the chapter's faculty adviser, the chapter's executive board established several goals at the beginning of the school year last fall. These goals included recruiting and retaining more members in the chapter.

Of note, I served as the chapter's first faculty adviser when it received its charter from the Public Relations Society of America (PRSA) in December 2005. The chapter attracted immediate national attention by recruiting more than 70 members during its first semester of operations in spring 2006. According to PRSSA national headquarters, this accomplishment represented one of the fastest starts for a new PRSSA chapter on record -- made even more remarkable by the relatively small size of the Marist student body (around 4,000 undergraduates). However, over the next few years, membership began to decline, so the chapter leadership undertook efforts to survey members and find ways to encourage students to join and remain in the chapter.

The chapter's efforts have finally paid off in an impressive fashion. As of March 2012, the Red Foxes chapter reported the following accomplishments:
  • An enrollment of 81 paid members, which nearly doubled membership (48 members in 2010-2011).
  • Establishment of an active special events committee that has already built a strong reputation on campus.
  • Development of a full staff  for the chapter's newsletter esPResso (click here).
  • Enhancement of the chapter's blog (click here).
  • Organization of a new student-run public relations firm, North Road Communications. The firm has already taken on professional clients like the Mid-Hudson Valley chapter of the American Red Cross.
  • Introduction of a chapter awards program.  
In addition to this good news, Marist is proud to report that the current Chapter President Alexis Murphy, who will graduate in May, received national recognition for her work over the last year. First, she authored an article about the chapter that was published in the USA Today college edition. 
Alexis Murphy receiving
PRSSA Gold Key Award

Second, she was one of only a handful of students in the nation to receive the prestigious PRSSA Gold Key Award for her leadership. Alexis has been very influential in the chapter's success, serving on the executive board as president-elect and then president. Her blog posts, tweets, and news releases have been published by PRSSA on its social media sites, which has helped put Marist's PRSSA chapter on the national map.

I wanted to add a congratulations to Jennie Donohue, as well. After several years as faculty adviser, I felt it was time to turn over my responsibilities to someone else. That someone else could not have been better than Jennie. Jennie, who was active in PRSSA as an undergraduate student, has gone on to earn her MBA and enjoy a very successful career in public relations practice and teaching. Marist and our students benefit greatly from Jennie's professionalism, energy, ideas, positive attitude, and ability to inspire students.

Finally, thanks to the many professional mentors (including Marist alumni) who have helped and pledged support to the Red Foxes PRSSA members. There are far too many of these extremely talented and incredibly busy professionals to name here, but of the professionals I have worked with five come to mind. Thanks to Michael O'Brien (Ketchum), Tim Massie (former Marist chief of public affairs), Gerry McNulty (Marist Communication Intern Director), Jim Keller (IBM), and Justin Meise (River Communications Inc.), who have dedicate countless hours to travel and engagement with our students, without any compensation other than the pride they gain from helping to develop the next generation of public relations professionals.

Please join me in congratulating the members, advisers, and mentors of the Marist Red Foxes Chapter of PRSSA!
Mark

Friday, February 10, 2012

Marist Red Foxes: Special Offer! Join PRSA at Reduced Rate by Feb. 29 and Receive Free Membership in New Professionals Section!








Are you a PRSSA member within five months of graduation? If so, you can take advantage of discounted membership dues in the Public Relations Society of America (PRSA) as an Associate Member and, during the month of February, FREE membership in PRSA’s New Professionals Section.

Graduating members of PRSSA qualify for Associate Membership at the annual rate of $60 for up to two years following graduation. This is a significant savings compared to the $255 annual dues for regular PRSA membership and $20 membership fee for the New Professionals Section.

To become an Associate Member, go to http://bit.ly/AFi4oo and click on the “Join PRSA” link. Join by February 29, select “New Professionals Section,” and be sure to enter promotion code AM12 with payment to receive this special offer.

Membership in PRSA makes you part of a vibrant community of more than 21,000 public relations professionals and grants you access to members-only benefits that will help you develop your professional skills and cultivate a successful career.

With your Associate Membership, you will:

-- Connect and engage with other public relations professionals and industry leaders.

-- Access free and discounted Professional Development learning opportunities.

-- Receive career coaching, résumé writing tips, interview advice and an industry perspective from veteran public relations professionals.

-- Find a job using networking tools in the PRSA Jobcenter.

With PRSA New Professionals Section membership, receive helpful resources that will help you smoothly transition from student to young professional. As a New Pros Section member, you will:

-- Network virtually and face-to-face with peers who have less than three years experience in public relations.

-- Gain knowledge and skills that are critical to your success through informative newsletters about the industry, mentoring, online discussion forums, podcasts, webinars and events.

-- Access career-launching tools, resources and expertise.

-- Have opportunities to step into leadership roles and advocate for the profession.

Also, any new or current members of PRSA are encouraged to join the new Hudson Valley Chapter of PRSA, which is currently being formed in the greater Dutchess County region. The new chapter will be closely affiliated with Marist College and the Red Foxes PRSSA Chapter. To join the chapter or obtain more information contact Dr. Mark A. Van Dyke at mark.vandyke@marist.edu or visit the Hudson Valley Interest Group on LinkedIn.

For additional information about membership in PRSA, contact PRSA’s members services at membership@prsa.org or (212) 460-1400.

Thursday, January 19, 2012

Prospects For PR Promising in 2012

The Council of Public Relations Firms announced on January 18 the results of its latest industry survey, and the future looks promising for the public relations profession. Here is a report of the fourth quarter 2011 survey results by Kathy Cripps on the Council's Firm Voice Blog.

Of the firms surveyed, 70% reported final 2011 revenues will be higher than 2010 earnings. The Council projects a 10% overall increase, with consumer products, healthcare, and energy leading the growth.

Growth of integrated communication approaches is creating more business opportunities. According to the Council, almost half of all firms reported that new business opportunities were "more integrated than ever," with fewer than a quarter reporting that their opportunities consisted mainly of traditional public relations.

Firms anticipate higher budgets in 2012. More than one third of firms (35.5%) predicted bigger budgets, compared to 21.8% at the end of last quarter.

Hiring is up in public relations jobs, especially in middle-management ranks. More than 60% of the firms surveyed reported an increase in staffing compared to one year ago. Nearly two thirds of firms experienced an increase in account executive and account supervisor positions, while 46% reported growth in vice president and senior vice president ranks. Roughly half of the firms also indicated growth in entry-level positions.

And what does the future hold? The Council's survey results predict growth in social media, business-to-business, corporate communications, and issues management.

Digesting all of this data, I'm hopeful that the job market will improve for last year's communication graduates and for the new crop of graduates in 2012. I'm also proud that my organization, Marist College, remains at the forefront in preparing students for the public relations profession.

Next fall Marist's School of Communication and the Arts will begin to implement a new undergraduate curriculum in public relations. We anticipated many of the trends described above, and will be offering our communication majors a specialized track and more coursework in integrated communication, marketing, business applications, social media, corporate communications, and risk communication. Our school will also begin offering in the fall a new master's program in integrated marketing communication. Our graduates will be ready to step comfortably into their professional careers and lead the way in innovation once they complete these degree programs.

For more information about the School of Communication and the Arts degree programs, visit the school's Web pages for a Bachelor of Communication (Public Relations), Master of Arts in Integrated Marketing Communication, and Master of Arts in Communication.

Also, click "It's Hot in Here -- Results From the Council's Latest Industry Survey" to read the entire report of the Council's Q4 survey.

Here's to a successful 2012!

Friday, January 13, 2012

Happy 2012

I just wanted to wish everyone a Happy New Year. I've been away from blogging while working on end-of-the-year projects at the U.S. Army War College, celebrating the holidays, spending time with family, and catching up on projects at home in New York.


I am returning to my desk at the War College on January 17 and hope to publish another post soon. Meanwhile, best wishes for a pleasant, peaceful, and productive 2012.

Regards,
Mark