The Value of PRSA Membership to Corporate Communications Pros

Elisabeth Monaghan, APR, president-elect of PRSA Colorado weighs in on the value of PRSA membership.

Shortly after I became president-elect of PRSA Colorado, I ran into a colleague who works for a Denver-based corporation. “Why would I want to joint PRSA?” he asked. He presented a litany of reasons why he didn’t recognize value in being a PRSA Colorado member. Essentially, he summed it up that chapter membership was for rookies and job seekers, not seasoned corporate communications professionals.

As Smooch Reynolds with the Repovich-Reynolds Group informed PRSA Colorado membership at the January 2009 luncheon, this is the time for all public relations professionals to make sure they are relevant. Many of us need to learn new skills, adopt new technology, or simply recognize that we need to “be seen,” particularly during these challenging times.  With programs targeted to all levels of public relations professionals, PRSA Colorado give its members the opportunity to be seen, along with tools that enable them to increase their knowledge and to remain relevant.

With all due respect to my colleague, a significant number of corporate communications and seasoned professionals already do see the value of PRSA Colorado chapter membership.
•    About 100 of PRSA Colorado’s members, or nearly 20 percent of membership, work in corporate communications.
•    More than 107 members have 15+ years of experience.
•    75 members with 15+ years of experience attended at least one PRSA Colorado chapter event in 2008; 34 members with 15+ years of experience attended at least three events last year.
•    262 members, or 56 percent of the membership, attended at least one PRSA Colorado chapter event in 2008; 112 member attended at least three events last year.

I believe that PRSA Colorado is attractive to the full spectrum of PR pros because we strive to make each program resonate with most members, and we know that high-caliber speakers are what everyone wants. Last fall, our Chapter Retreat workshop featured nationally-acclaimed social media guru Dave Taylor, along with other notable presenters. In January, we hosted Smooch Reynolds with Pasadena, Cali.-based Repovich-Reynolds Group. In March, Sarah Bulgatz, director of corporate public relations for San Francisco-based Charles Schwab Corporation, was an engaging panelist. Our speaker for June 17, 2009 will be Paula Berg, manager of emerging media for Southwest Airlines. Each of these speakers are seasoned communications experts who challenge rookies and veterans alike to be smarter, work harder and try new methods.

Aside from our membership stats, among the most compelling votes for PRSA’s value, comes from the non-PR organizations that recognize the credibility PRSA Colorado members bring to the table.  In 2008, Visit Denver (then called Denver Convention and Visitor’s Bureau) counted on more than 100 PRSA Colorado members to serve as media relations ambassadors at a variety of sites – including the Pepsi Center – for the historic event. Being a member of PRSA Colorado turned out to be the one of the best ways to gain access to DNC events. We recently co-hosted an event with Mile High Social Media Club and we have forged a collaboration with the Denver Press Club.

If you aren’t familiar with PRSA, or if you haven’t checked out PRSA in awhile, you should. I think you’ll be pleasantly surprised by the caliber of talent, knowledge and wisdom its members have to offer. You might also appreciate the opportunity for high visibility, and to increase your knowledge of the PR profession through the programs PRSA Colorado offers – all of which will indeed provide value, while allowing you to remain relevant.

Elisabeth Monaghan, APR