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Reaching
the |
The
Spanish language television audience is the fastest growing segment of the
American population. As it gains
viewers, it gains influence. Are
members of this audience hearing your message?
Luis Hernandez, General Manager of KLUZ Univision 41 in Albuquerque, will
tell you how to make sure they are when he addresses the Public Relations
Society of America New Mexico Chapter on Thursday, January 25.
Hernandez will provide insight into the Spanish audience, how they differ
from other television news viewers and how Public Relations professionals can
get the attention of the Hispanic media.
Luis
Hernandez holds a bachelor's degree with a double major in Telecommunications and
Advertising & Marketing from Oral Roberts University.
He came to Albuquerque in 1998 from El Paso, Texas, where he previously
served as general sales manager for Univision 26.
The
NMPRSA meeting and luncheon begins at 11:45 a.m. in the Sheraton Uptown Hotel
located at 2600 Louisiana Blvd. NE. Cost
is $17 for members and $25 for non-members. RSVP before noon on Monday, January 22 by contacting Sam Giammo at
505-272-3682 or
.
The
President's Column
By Monique Uher
NMPRSA President
Welcome to another year!
For many of us, this is a time of reflection – a quiet period of introspection in which we contemplate our lives, careers and commitments. We think about the future and resolve to make changes for the better.
Like us, our chapter finds renewal with the changing of the calendar year. A new board comes forward to carry on the work of previous boards and new ideas, thoughts and opportunities begin to take shape.
It is the privilege of the 2001 board to pick up where the 2000 board, under Tom Garrity’s capable leadership, left off. And with this "changing of the guard" comes new ideas for your consideration, including:
• Alternative programming for practitioners at
varying levels
• Volunteer opportunities (join a committee, anyone?)
• Specialized career and skill development
• Online chats with recognized industry experts
• Senior communicators panel
• Community volunteer opportunities
There are many ideas, but the key is you. What do you think? What kinds of programming and development opportunities would you like to see your chapter implement? Other ideas include changing the chapter planning year from January 1 to July 1 and moving elections back by a month or two to allow a longer overlap period between outgoing and incoming board members. Expect to hear more about each of these ideas and issues as the year progresses. And again, your input is crucial to the process. After all, it’s your chapter!
Look for an online survey this month. Your opinion and input are vital to us as we plan programs and consider new areas for growth in 2001. But don’t wait for the survey if you have something to say – call me any time at the following numbers: 224-4682 (work), 480-4150 (cell), or by email: or . Call any of the board members (their numbers are listed in this newsletter) – they’d love to hear from you!
My best wishes to each and every one of you as we begin (deep breath here) the new millennium. And on behalf of the board, thank you for the opportunity to serve you this year. It’s going to be great!
Monique
Tom's
Last Column
By Tom Garrity
Immediate Past President
If you ever have the opportunity to see the New Mexico Chapter of the Public Relations Society of America President’s gavel, you will see the name plates of each president who has led the chapter since its 1959 inception. What the gavel does not show are the names of the people who helped make the chapter an effective mechanism for promoting the profession. This year is no exception. As Monique Uher prepares to takes the reigns of our chapter for 2001, it is important to recognize the other volunteer leaders that formed this year’s board of directors.
The officers included a group of individuals who are committed to promoting the practice of public relations.
As our treasurer, Sam Giammo APR helped to bring accountability to the finances -- the likes of which our chapter hasn’t seen in recent history. Sam has been involved in the NMPRSA "inner circles" ever since I joined the chapter in 1995. One thing is evident, his professionalism is surpassed only by his kindness.
We are fortunate to have David Geary boomerang back to Albuquerque. The short time he served as secretary last year was evidence enough for me to coerce his support in this year’s cabinet. The Chinese have a saying, "one generation plants the seed the next generation gets the shade." David’s commitment to teaching the youth at UNM while elevating the profession among our senior ranks is a testament there will be plenty of shade in the future.
Jennifer Kemp’s participating as vice president of the program benefited the chapter in two ways. Her stick-to-it approach to commitments resulted in getting what we needed for our monthly chapter meetings. Since she is new to the board it also assured us we would get fresh ideas and approaches. She met and surpassed the challenge.
Past-president Chad Perry APR kept his feet in the NMPRSA door by producing the monthly newsletter and updating the website (www.nmprsa.org). Moving into a new job, Chad is showing everyone at the University of New Mexico - Valencia Campus what it means to practice PR!
The directors-at-large included two seasoned public relations veterans in Michael Hurley APR and Gary Romero. Being named New Jersey’s PR Person of the Year was Michael’s initial calling card. A successful opening of the National Hispanic Cultural Center is a sign that some good things do indeed come from New Jersey! As a media liaison for the New Mexico Department of Tourism, Gary had the opportunity to move into the lead person for the State’s different visitor centers – moving from media relations to customer relations will result in great things for the tourism industry.
Last but not least are two people who have made significant contributions to this chapter. Laura Fereres started the year as a director but life plans routed her family to France. I wonder if she misses green chile? A NMPRSA veteran Greg Johnston replaced her. Greg, who also has served as our membership chair for two years, is a natural fit and a great asset to our chapter.
As Monique prepares to lead her board and our chapter, I have a sense of confidence and relief that we are headed in the right direction. Mirroring Monique’s statewide leadership will be strong representation on the national level. Sam Giammo’s influence will again be seen in the Healthcare section. Chad Perry is the new treasurer for the Southwest District. And, I will be prominent in the Travel & Tourism section preparing for the 2002 section conference in Albuquerque.
It is an exciting time to be in public relations. As we look around at the major events shaping discussions around the watercooler, it is easy to see the importance of sound public relations counseling. While it is easy to point to Firestone and the Presidential election, many of us are claiming victories big and small as we promote public relations… that’s the best kind of PR!
Thank you for the opportunity to serve as your president.
Tom Garrity
Spring 2001 APR Exam Deadline is Feb. 12th
NMPRSA members interested in taking the Spring 2001 APR exam need to be aware of
the fast approaching Feb. 12th deadline.
The Spring 2001 test will be administered on Saturday, March
24, 2001.
For more information regarding the process, contact Chad Perry, APR,
at 505-925-8547, or email him at
.
To register for the exam, contact Kathy C. Mulvihill, manager of the Universal Accreditation Program, at PRSA. Her phone number is 212-460-1436; her email address is .
Treasurer’s Report to the
NMPRSA Membership (November 30, 2000)From Treasurer Sam Giammo, APR
January 1, 2000 Net Worth: $7,081.08
2000 Income to date: $4,318.80
2000 Expenses to date: $3,376.80
Accounts receivable: $2,570.00
November 30, 2000 Net Worth: $8,901.42
Financial position to date is a gain of $1,820.34 for the year 2000
Net Worth Breakdown:
Accounts Receivable: $2,570.00
Change Fund: $ 40.00
Money Market Fund: $5,577.16
Checking Account: $ 714.26
Total: $8,901.42
New Code of Professional Conduct Is Now
Online
In fact, this Member Code of Ethics has been developed to serve as a foundation for discussion of an emerging global Code of Ethics and Conduct for the practice of Public Relations. . .
This approach is dramatically different from that which we have relied upon in the past. You'll find it different in three powerfully important ways:
- Emphasis on enforcement of the Code has been eliminated. But, the PRSA Board of Directors retains the right to bar from membership or expel from the Society any individual who has been or is sanctioned by a government agency or convicted in a court of law of an action that is in violation of this Code.
- The new focus is on universal values that inspire ethical behavior and performance.
- Desired behavior is clearly illustrated by providing language, experience, and examples to help the individual practitioner better achieve important ethical and principled business objectives. This approach should help everyone better understand what the expected standards of conduct truly are.
Perhaps most important of all, the mission
of the Board of Ethics and Professional Standards has now been substantially
altered to focus primarily on education and training, on collaboration with
similar efforts in other major professional societies, and to serve an advisory
role to the Board on ethical matters of major importance.
The new code is now part of the NMPRSA web site. You can review this new code by
clicking here.
For more information about PRSA, visit them on the web at www.prsa.org.