February Meeting: Traditional Media Is Far From Dead!

With so many avenues of receiving news and information, do consumers even use traditional media anymore? A recent survey of media usage released by Ketchum and USC’s Annenberg Strategic Public Relations Center debunks several communications myths – including the popular belief that traditional forms of media are a thing of the past. Come join us as we explore key findings from the survey and assess how to apply these findings to our work as communicators.

February 21, 2007

6:00-6:30 P.M. - Networking
6:30-7:30 P.M. - Program

Ketchum

340 Main Street, Suite 200
Venice, CA 90291

USC Professor of Professional Practice and Director of Public Relations Studies Jerry Swerling is an experienced communications professional and educator with nearly 35 years of experience. Professor Swerling founded the USC Annenberg Strategic Public Relations Center and manages both the undergraduate and graduate programs in public relations.

Sean Fitzgerald is a partner and managing director of Ketchum’s offices and operations in California. He is a senior counselor to Ketchum’s corporate and brand marketing clients on issues ranging from corporate reputation, issues preparation and crisis management, corporate social responsibility and media relations.

Parking
Information about parking will be announced shortly

Cost (pay at the door - cash or check)
$10 YP Members; $15 for Non- members; $5 for PRSSA Members

RSVP:
To RSVP, please reply to this email by Monday, February 19th. If you have any questions, please contact Bonnie Berkes at bberkes@jmprpublicrelations.com or Phyllis Hu at phu@iwgroupinc.com.

We Hope to See You There!

Phyllis Hu (IW Group) & Bonnie Berkes (JMPR, Public Relations)

Program Co-Chairs, PRSA-LA's Young Professionals

Company Profile: Ketchum

Web site: www.ketchum.com
Los Angeles Office: Venice Beach

Areas of Expertise

• Brand Marketing
• Corporate Communications
• Corporate Reputation
• Crisis/Issues Management
• Ketchum Entertainment Marketing
• Technology

Client Highlights

• Hyundai
• Mattel
• USFilter

Distinguishing Factors

• Ketchum Entertainment Marketing, a new specialty that bridges the ongoing convergence between the entertainment, technology and consumer brand industries
• Fifth-largest agency in LA

Company overview

An innovator in communication since 1923, Ketchum delivers seamless service around the globe through its 23 offices and 48 affiliates in North America, Europe, Middle East, Africa, Asia Pacific and Latin America. With its five global practices, Brand Marketing, Corporate Communication, Healthcare, Food and Nutrition, and Technology, Ketchum offers clients a unique breadth and depth of marketing and corporate communications expertise. A leading global public relations firm and the PRWeek 2002 Agency of the Year, Ketchum is a unit of Omnicom Group Inc.

Tips for PR Pros: February

Seize the day: Dynamics that will raise the profile of public relations in 2007

"As media lines continue to blur and Web 2.0 morphs our communications strategies, organizations have more opportunities to communicate directly with those who matter. They are also drawing more scrutiny from a growing legion of media — customers, analysts, industry observers and other bloggers —because of changes in the media environment.

When so many people have so much to say about so many things, is the world a more exciting or potentially more forbidding place? The answer depends on your viewpoint and relative comfort with open dialogue."

Reading the tea leaves for 2007

"The truth is that no one knows what the future will bring. But savvy businesspeople can make an educated guess based on patterns from the past. We know, for example, that the Internet continues to grow in importance as a channel of information. We also know that social media is changing the way certain segments of the population talk to each other and gather data. With that in mind, here are quick takes on a few trends public relations people need to watch for in 2007."

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State of the State of PR

PRSA-LA got off to a great start with its popular annual panel featuring some of LA's most influential leaders of our industry. Top corporate and agency PR chiefs - including Fred Muir of Burson-Marsteller, James Boyd of Singapore Airlines and JP Schuerman of CarryOn - discussed the current state of the profession as well as the challenges and opportunities that lie ahead. Here are a few observations the panel discussed regarding young professionals:

• Current young professionals are very bright and have strong work ethics
• Young professionals are more sophisticated and worldly than past generations
• Flawless articulation is necessary for young professionals seeking promotion
• Young professionals may be losing writing skills, but have also shaped a new style of PR writing that has become popular in newer forms of media

January Mixer

YP kicked off the year with a mixer at El Cholo in Santa Monica. More than 30 young professionals met to share tacos, margaritas and unwind from a day of work.

Welcome to the YP blog

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