Monthly Meetings - Public Relations Society of America (PRSA) Eugene & Springfield, Oregon

GOPRSA has a new meeting location!

The Greater Oregon Chapter PRSA is now meeting at Valley River Inn, 1000 Valley River Way. Check the sign at the entrance for the exact room location. Buffet lunch begins at 11:45 a.m.

Next Lunch Meeting is Thursday, August 5, 2010

New Era of Health Care: Effective Communication Strategies to Navigate Change

Debi Farr Andy Van Pelt Jenny Ulum The health care industry is preparing for new federal legislation that will impact communication strategies for health care professionals. Four local PR experts from McKenzie Willamette Hospital, Peace Health, Samaritan Health Services and Oregon Association of Hospitals and Health Systems will lead a panel discussion on how to influence effective outreach in a time of industry transformation.

Andy Van Pelt is the director of communications for the Oregon Association of Hospitals and Health Systems (OAHHS). He oversees all PR, marketing and media relations activities for the not-for-profit trade organization representing all 58 acute care hospitals in the state of Oregon. OAHHS is responsible for advocating on behalf of its members for equitable and sustainable health care policy in both Salem and Washington D.C. Prior to joining the association in 2008, Van Pelt served for 5 years as the director of communications for Jesuit High School in Portland where he established the school’s first communications and PR program in the school’s fifty year history. He has also worked for Lane PR as an account executive and spent time at one of New York City’s premier advertising agencies Merkley Newman and Harty prior to 9/11 as an account coordinator. Van Pelt graduated from Gonzaga University in 2001 and later received his MBA in 2004. He resides in Portland with his wife and two children.

Jenny Ulum, APR, rejoined PeaceHealth in 2008 to lead communications for the opening of the new Sacred Heart Medical Center at RiverBend, and now serves as PeaceHealth’s director of public affairs & advocacy. She returned to PeaceHealth after 12 years at The Ulum Group, which she founded in 1995. The agency quickly rose to be among the top 10 in the state in terms of size. Jenny oversaw growth to annual revenues of about $2 million, employing 17people in offices in Portland and Eugene. Prior to that, she was the executive responsible for community and government relations at PeaceHealth, which includes Sacred Heart Medical Center and PeaceHealth Medical Group in Eugene.

Her career began as a legislative aide in the 1979 Oregon Legislature, and she has also worked in public relations for the University of Washington Health Sciences Center and Bellevue (Wash.) Public Schools. She specializes in managing communications for complex issues, particularly in the public policy arena.
Jenny has served as board chair for the Eugene Area Chamber of Commerce and as president of the Greater Oregon Chapter of the Public Relations Society of America. She is past president of the United Way of Lane County board of directors and is a board member for the Relief Nursery, University of Oregon Alumni Association, Eugene Parks Foundation, Springfield Education Foundation and Oregon Public Broadcasting.
Her undergraduate degree is in communications and sociology from Linfield College, and she has a master’s degree in journalism from the University of Oregon. She is accredited in public relations.

Debi Farr is the director of marketing and community relations at McKenzie-Willamette Medical Center where she has worked since 2007. Specializing in communications and community outreach she has developed two community health programs, Healthy Woman and Senior Circle during her tenure. She majored in speech/theater at the University of Oregon and has performed in over fifty local productions. She has worked in education, teaching acting classes for University of Oregon’s Talented and Gifted program, sales and marketing as an outside sales representative, and state government as a legislative staff member and as an elected State Representative for Oregon house district 14. She is active in the music ministry of her church and as a community volunteer, serving on the Bethel School Board, United Way’s Success by Six Leadership Team, and the Lane County Commission on Children and Families. She is married to her college sweetheart, Pat Farr and has three grown children.

The Greater Oregon Chapter of the Public Relations Society of America meets the first Thursday of each month. Buffet luncheon begins at 11:45 a.m., followed by introductions, announcements and the presentation. Meetings typically end at 1 p.m. Cost is $20 for members, $25 for non-members, and $15 for students.

Past Presentations

July 1, 2010
Connecting with the Region's Latino Community

Juan Carlos Valle, Board President of Centro Latino Americano
Lorenzo Herrera, Publisher and Marketing Chief, Adelante Latino publication and co-founder of the Eugene Area Chamber of Commerce Latino Business Network
Anna Mercado, Account Executive, Adelante Latino publication and chair, Eugene Area Chamber of Commerce Latino Business Network!

Latinos are one of the fastest growing populations in Lane County, yet language and cultural barriers, together with a shortfall of communication channels, hinder effective communication. Three panelists will share their knowledge of the local Latino community. Find out how to make connections, avoid cultural gaffs, and where messages are best received. After brief opening comments, the speakers will entertain questions from the audience.

June 3, 2010
Getting Schooled in PR: A Look at Public Relations Inside OSU

Todd Simmons
Assistant Vice President, University Advancement; Director, News and Communication Services for Oregon State University

Find out how PR pros in higher education manage media relations and communications outreach for a large public university. Join the discussion as one of the top professionals in the country shares his experience managing the challenges and opportunities at Oregon State University.

Go Green Orange and Black! GOPRSA!

Todd Simmons
Assistant Vice President, University Advancement; Director, News and Communication Services
541-737-0790
Coverage areas: University administration and campus affairs
Todd Simmons has served as assistant vice president of University Advancement and director of News and Communication Services since 2005. He previously was director of Communications for the University of Oregon, and held communications positions prior to that at Florida International University, the University of South Florida and the University of Miami School of Medicine. In total, he has worked for 18 years in higher education communications, service that has been honored numerous times by the Council for the Advancement and Support of Education.

Prior to his work in higher education, Simmons was a professional journalist, covering politics and higher education for The Tampa Tribune, serving as an editorial writer and editor at The (Lakeland) Ledger and working for three other New York Times News Group publications around Florida. His writing and reporting have been honored by the Society of Professional Journalists and the Florida Society of Newspaper Editors, among others. He is a graduate of the University of Florida School of Journalism, where he earned a bachelor's degree in Magazine Journalism. He has undertaken post-baccalaureate and graduate studies at OSU, FIU, USF and Miami.

At Oregon State University, he created and leads a media training program that has provided professional development sessions for some 300 faculty, staff members and students. He has also broadened the university's national media outreach efforts and regional focus on outlets from Seattle to San Francisco. He is currently leading development of a national media plan and internal communications plans, both of which will begin to be implemented in 2009-10.

May 6, 2010

Are You Suffering from "Green Fatigue?"

Camilla Mortensen, Reporter, Eugene Weekly
Lance Robertson, Public Affairs Manager, Eugene Water & Electric Board

The “green” movement has touched all of our lives in one way or another as residents of Oregon and certainly as PR professionals. But is the public suffering “green fatigue”? What do reporters and editors look for when working the environmental beat?

Join us for a lively media panel discussion. Be there to ask your questions and participate in the discussion of what they look for when considering a story – and what’s seen as a red flag in green pitching.

Go Green! GOPRSA!

Camilla Mortensen is the environment, county and off-beat culture reporter for Eugene Weekly, the alternative weekly paper of the Eugene-Springfield area. In addition to her work at EW, she occasionally freelances for a variety of regional and national publications. Camilla came to journalism after a career in academe and a stint writing a thesaurus for the American Folklore Society and the Library of Congress. She has a masters degree in folklore and mythology and a Ph.D. in literature.

L Lance Robertson ance Robertson is a recovering newspaperholic who is the Public Affairs Manager for the Eugene Water & Electric Board, Oregon's largest citizen-owned utility, and is an adjunct instructor at the University of Oregon School of Journalism and Communication. He has worked at EWEB since 2001. At EWEB, he directs a staff that is responsible for all of the utility’s external and internal communications, including media relations, strategic communications planning, the web site, graphic design, community outreach and public participation, marketing, advertising and legislative affairs. A native Oregonian, Lance spent 25 years as a news reporter and editor, back in the day when people actually purchased a newspaper. He lives in Eugene with his freelance-writer spouse, Sarah Robertson, and their two teenage children.

April 1, 2010

Chris Pryor It's Not What You Do, But How You Do It That Counts
The way to keep from drowning in a sea of good intentions

Chris Pryor
Executive Director of the American Red Cross, Oregon Pacific Chapter

With more than 30 years in senior public relations and marketing, Chris Pryor is perhaps best known for the 20 years he worked as the Public Affairs Manager for Willamalane Park & Recreation District. During that time, he also served on several public advisory boards and commissions and in 2005, was elected to the Eugene City Council. His broad experience includes managing operations, communications, strategic planning, fundraising, and research. He has proven his ability to initiate and manage high-profile, complex projects including multi jurisdictional efforts involving elected officials and community leaders. And all of that experience has come to bear in his current position with the American Red Cross – but maybe not in the way you might think.

March 11, 2010

Sports Marketing at the Local and National Level

Paul Swangard
Managing Director of UO Lunquist School of Business-Warsaw Sports Marketing Center

Since 2001, Swangard has led the day-to-day operations of the nationally recognized center, teaches at both the undergraduate and graduate level and serves as one of the center’s primary industry analysts on sports business issues. His comments on the industry have appeared in numerous national publications including The Wall Street Journal, New York Times, and USA Today along with appearances on ABC’s Nightline, ESPN’s Outside the Lines, and CNBC’s Power Lunch. Swangard consults for several leading sports brands including EA Sports, Gonzaga University and Bandon Dunes Golf Resort but might be best recognized as the long-time public address announcer at Historic Hayward Field.

February 4, 2010

Two Mayors' Views of Public Relations

Eugene Mayor Kitty Piercy
Springfield Mayor Sid Leiken

From dealing with economic turmoil to shaking hands with a neighbor in the supermarket, Eugene Mayor Kitty Piercy and Springfield Mayor Sid Leiken have seen all aspects of public relations. Be here when they join us for a lively discussion of the challenges and opportunities their two cities face in 2010 and beyond. Take advantage of this rare chance to get their take on the importance of public relations and community involvement.

January 7, 2010
News Media & New Media: How to Tap In and Get Your Message Across

Jenny Kuglin, News Director, KVAL

Don Hein, Program Director, KLCC-FM

Serena Markstrom, Lead Entertainment Writer, The Register-Guard

Step into the shoes of a newspaper reporter, a TV news director and a radio program director and you will realize struggles, challenges and rewards that come with the advent of new media in the midst of media downsizing. As PR professionals, learn how to make journalists' jobs easier by providing them with a message that has “new media appeal” and can be easily applied to Facebook, Twitter, blogs and Web video.

Jenny Kuglin has been the news director for KVAL television since March 2008. Before moving to Eugene, she was an executive producer for NorthWest Cable News in Seattle. She began her career in television in Missoula, Mont., where her duties included: anchoring, producing, photography and editing. She is also very passionate about new media. Visit www.kval.com/blogs/newsdirector/ or www.kval.com/communities

Don Hein is the program director at KLCC-FM, a service of Lane Community College. He wandered into the fledgling newsroom in 1975 as a volunteer and has been there ever since. Don has a master’s degree from the University of Oregon School of Journalism, was among the first member station interns at National Public Radio, and has served as president of the Public Radio Program Director’s Association. Don oversees the station’s new media efforts. www.facebook.com/pages/KLCC/126164826032

Serena Markstrom is the lead writer for The Register-Guard's Friday entertainment section, Oregon Life. She actively participates in the local entertainment scene trough reader interactions on Twitter, R-G blog and a Facebook fan page called "Ticket Files." She uses social media to enhance her coverage and gauge what events and artists are of interest to the community. http://twitter.com/rgserena

December 3, 2009
Successful Corporate Fundraising During Economic Uncertainty

Dan Metziga, Sr. Vice President of Development & Marketing, OPB
Marci Ozawa, Director of Local Corporate Support, OPB

Tough economic times can pose a considerable challenge for PR and communication professionals tasked with fundraising. Come to the next Greater Oregon Chapter PRSA luncheon and hear how Oregon Public Broadcasting (OPB) communicated with their audiences to successfully raise funds during the recession, while going through the digital television transition. Learn about OPB’s corporate sponsorship program, which has allowed the station to retain and recruit sponsors throughout these times of financial uncertainty. Join Dan Metziga, OPB’s Sr. Vice President of Development & Marketing, and Marci Ozawa, OPB’s Director of Local Corporate Support, as they discuss their nationally-recognized development program that has raised more than $16 million in funds annually for the station.

Dan Metziga serves as the Sr. Vice President of Development and Marketing at Oregon Public Broadcasting. The department as a whole raises over $16 million annually for support of the annual operation of the station. In addition, OPB’s development efforts have been recognized nationally by PBS on many occasions for having the best development operation among all stations. In addition to annual member giving programs, Dan has the overall responsibility for Planned Giving, Corporate Support, Capital Campaign, Leadership Giving, and Foundation and Grants support. Dan has spent his entire career working and raising funds for non-profits, including several United Ways, a Symphonic Pops orchestra, and joined the staff at OPB in 1997.

Marci Ozawa serves as the Director of Local Corporate Support at Oregon Public Broadcasting. Her team secures funding from over 300 radio, television and online sponsors each year. These sponsors, called OPB Business Partners, receive recognition in exchange for their support. Marci joined OPB’s Local Corporate Support department in 1998, and also serves as a PBS trainer for corporate support staff at stations nationwide.

Thursday, November 5, 2009

Eye to Eye Campaign Takes Roadway Safety Head On

How do you change public behavior for the common good? Often public relations professionals are put to the task of steering the right message at the right time to change the current course. Join us for the next Greater Oregon Chapter Public Relations Society of American (GOPRSA) luncheon and learn how the Eye to Eye campaign is working to change deep-seated behaviors to foster a culture of awareness and respect on local roadways and pathways. A regional model for educating and motivating the public-motorists, cyclists and pedestrians alike-this multi-city, road-safety campaign illustrates how good planning, partnerships and public outreach can effect positive change for the safety of all its citizens. Lindsay Selser, transportation planning technician for the City of Eugene, will discuss the campaign's progress and tactics ranging from public meetings and events to transit ads and PSAs . In partnership with the City of Eugene, Eye to Eye campaign partners include the Greater Eugene Area Riders (GEARs) and the Bicycle Transportation Alliance (BTA).

Lindsay Selser works as a transportation planning technician for the City of Eugene Public Works Department. As well as managing the Eye to Eye Traffic Safety Campaign, she leads numerous bicycle/pedestrian and Transportation Demand Management programs, including the region-wide Business Commute Challenge and the City Travel Choice Plan. As part of her bicycle/pedestrian program public outreach she publishes a bi-monthly e-newsletter called InMotion for more than 1600 community members, manages the Transportation Planning Facebook page and is a co-administrator of www.seeingeyetoeye.org. She studied at Willamette University in Salem, where she opened a free bike repair/loan shop on campus and served as a student representative on the Sustainability Board.

Thursday, October 1, 2009

The Gift of Literacy

Thousands of first graders, celebrity readers and a focus on literacy have made the Springfield Public School District’s Gift of Literacy program a national award-winning, grassroots phenomenon. Join Jeff DeFranco, Director of Communications for Springfield Schools, as he outlines an incredible community program that continues to make a difference. An annual partnership with numerous community groups that desire to inspire a love of reading among young children, the Gift of Literacy program has been repeatedly recognized for its exemplary public relations activities. From the National School Public Relations Association’s Golden Achievement Award to the National School Board’s Magna Award, the program provides a text book example of how to implement an effective program with lasting impacts.

September 3, 2009

The PR Prescription for Crisis Communication Planning

A scandal, bomb threat, fire or natural disaster, a crisis can emerge at anytime, anywhere. An ineffective communications plan often fuels the often frenzied atmosphere created by a crisis. While no company is immune, there are ways communication professionals can be better prepared.

Faced with the outbreak of the Influenza A H1N1 virus, first identified as the swine flu, Lane County Public Health officials became the center of attention as the media and public’s need for information grew. How did Lane County officials deal with the onset of this virus and what crisis communication tactics are guiding them now and into the upcoming flu season? Learn how your company or organization can plan for the unexpected as local public health officials discuss the challenges and remedies for success in a crisis situation.

August 6, 2009

Amplifying Your PR Efforts Through Powerful Partnerships

Whether you represent a corporation, nonprofit or PR firm, you know that partnerships are key to strengthening and stretching your PR efforts, particularly in challenging economic times. Learn how three communication professionals orchestrated an effective, collaborative partnership that amplified their publicity and marketing efforts three-fold.

The World Harmony Project, a collaboration between the Jordan Schnitzer Museum of Art, the Museum of Natural and Cultural History and the Oregon Bach Festival, was a four-day celebration of live music, dance, and visual arts resonating around the globe. Events took place on the University of Oregon campus and at the Hult Center for the Performing Arts. The collaboration built on existing performances and exhibitions, while providing partners with a regional marketing platform.

Erick Hoffman, director of communication and community Relations, with the Jordan Schnitzer Museum of Art at the University of Oregon; Judi Pruitt, assistant director of visitor services, at the University of Oregon Museum of Natural and Cultural History; and George Evano, director of communications, with the Oregon Bach Festival, will discuss how they formed their strategic partnership and worked in perfect harmony.

Thursday, July 9, 2009

How PR is Putting the Eugene International Film Festival in the Spotlight
The Eugene International Film Festival brings together two distinct audiences -- the filmmakers and the viewers. Learn how the role of public relations, focused on independent market research, is proving to be the star attraction when it comes to reaching and attracting key festival audiences. Mike Dilley, president and director of the festival, will take us behind the scenes of the festival and share how the event is receiving rave reviews in only its fourth season.

Educated as a chemist Mike Dilley became an award-winning winemaker while pursuing a career in camaraderie through motion pictures. He is a voting member of the National Academy of Recording Arts and Sciences (The Grammy’s) and a past Honorary Governor of the San Francisco Chapter. His articles frequently appear in trade publications and his documentary works have been shown in domestic and foreign markets.

Thursday, June 4, 2009

Travel Lane County’s Rebranding Adventures

Rebranding with a new look and new name was just part of the long journey Travel Lane County took to reposition its strategy to put the Eugene, Cascades & Coast region on the map. Formerly known as the Convention & Visitors Association of Lane County Oregon, learn how this 28-year-old tourism marketing organization is redeveloping its image and message in the marketplace to attract visitors and economic enrichment for our local communities. Sally McAleer, Vice President of Integrated Marketing, and Lisa Lawton, Director of Community Relations, will share how Travel Lane County changed its course and how they plan to continue navigating the rebranding process.

Thursday, May 7, 2009

Making a National Campaign a Local Success
View the presentation online (6 MB pdf file)
For United Ways of

America

, McCann Erickson’s brilliant LIVE UNITED campaign was a breath of fresh air. In a small market, however, it’s vital to make it local. Find out how United Way of Lane County made it their own without breaking the budget and how LIVE UNITED has become a surprisingly timely call to action for individuals and businesses alike.

Thursday, April 2, 2009

The Relevance of Magazines in Today's Online World

Steven Olivier, President, Eugene Magazine
How are printed publications faring in this world of online communications? How relevant are they to reaching your audience? President of Eugene Magazine, Steven Olivier, will tell us how his publication is positioned to compete in the marketplace and how your story ideas can come to life on the pages of this quarterly, lifestyle magazine.

Thursday, March 5, 2009

Keeping Pace with Online Communications

View the presentation online (2 MB pdf file)

Caroline Cummings is the guest speaker at the Feb. 5 GO PRSA lunch meeting From blogs, podcasts and wikis to citizen journalism and RSS feeds, online communication is changing at a rapid pace. Are you keeping up? Learn about the latest tools and terminologies surrounding Web 2.0 and the strategies you can use to improve your online presence, maximize your reach and track trends.

Caroline Cummings, co-founder of www.smartups.org, and former CEO of OsoEco
Caroline has been a marketing communications, change management and organizational development professional for the past 11 years. Focused on global marketing of new technologies, she previously work for Bristol-Myer Squibb pharmaceuticals before starting her own company. She currently serves as the director of Entrepreneurial Development for the Eugene Chamber of Commerce and teaches social media courses at LCC’s Business Development Center.

February 5, 2009

Relationship Management with the Millennial Generation (Online presentation (1.6 MB Adobe PDF download)

By Tiffany Derville Gallicano and Kelli Matthews

As the largest generation, the "millennials" represent the new talent pool. How can organizations cultivate strong relationships with their millennial employees? What are the challenges that millennial public relations practitioners have identified in their jobs and what suggestions have millennial practitioners shared about ways to achieve excellence in their workplaces? Join us on Thursday, Feb. 5, as University of Oregon public relations professors Pat Curtin, Tiffany Derville Gallicano and Kelli Matthews examine these areas and reveal the results of their national survey of PR practitioners from the millennial generation.

Tiffany Derville Gallicano is an assistant professor of public relations at the University of Oregon. She has practiced public relations for a U.S. Senate campaign, two public relations agencies, a non-profit organization, and an educational institution. Her research is focused on relationship management. She earned her master's and doctoral degrees from the University of Maryland.

Kelli Matthews has just under 10 years of public relations experience; the last five as the director of Verve Northwest Communications, a full-service public relations, marketing and design agency. She has been directly responsible for high-level communication, strategic planning, budget management and leadership for a wide variety of clients. She earned her master's degree from the University of Oregon in 2004 and has been teaching public relations courses since 2005.