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Message from the President

One of the hallmarks of a vibrant PRSA chapter is an engaged and thriving membership. Over the past 18 months, our membership committee has worked to achieve dual objectives of recruiting new members and increasing chapter participation to keep PRSA Rochester strong. Among several initiatives, the committee conducted two focus group sessions in March, followed by a membership survey in May. To all who participated — thank you. Your feedback will help us improve the value and benefits that our chapter strives to deliver.

Our research findings confirm that members overwhelmingly agree that PRSA Rochester does indeed fill a unique professional need among practitioners. This was supported by a variety of comments to open-ended questions as well as feedback within the focus groups. Coupled with PRSA National resources, our chapter is viewed specifically as the area’s one professional organization dedicated to public relations compared to other industry groups. Here are a few highlights from our learnings:

• One third of responses were from practitioners at corporate business, followed by the higher education, agency, nonprofit and sole practitioner sectors.
• Members bring a wide spectrum of professional experience: the majority offer 20+ years’ followed by those with 10-19, 5-9, and under 5 years. 
• Factors cited in order of importance for belonging to PRSA Rochester: professional growth/staying current in field; networking; securing employment; opportunity for involvement.
• Members view the chapter as performing exceptionally well in the areas of networking, followed by professional growth, opportunity for involvement and employment. Overall, members were very satisfied or satisfied with our chapter’s efforts.
• Attendance over the last 12 months was strongest with workshop or speaker events, followed by the PRism Awards, networking opportunities and the job center. Related to this...
• Event time is more important than location, with the lunch window slightly edging morning slots, followed by evening times. Events held on the east side of Rochester are slightly preferred over downtown.
• Topics of most interest: strategic planning; measurement and social media (tie); media relations and writing (tie); crisis communications; and video production.

In summary, we are taking what we’ve learned and are proactively addressing areas that we can enhance immediately as well as incorporate new ideas for the near future. For example, our recently launched “Coffee and Connections” series in July was well attended and provided a deeper discount to members. Attendees were provided with a convenient morning format and access to local crisis communications leaders in a collaborative setting with mini-group discussions. Customizing our programming is one of many ways PRSA Rochester continually strives to better serve our members. Our baseline research validates the need and importance of PRSA Rochester — the area’s leading professional organization centered exclusively on the practice of public relations — especially at a time when communications has become more segmented than ever. On behalf of the board, we’re thankful for your commitment to PRSA and we’re energized by the high level of volunteerism that is so prevalent across our chapter. We are proud to be part of such a vibrant and active chapter and we’re committed to continually enhancing the value of your chapter membership.

As our membership and programming committees continue to work in partnership, we hope to deliver the kinds of events and opportunities that will meet your needs, pique your interest to serve, and lead to a growing chapter. We plan to share additional highlights across member and prospective member research at our business meeting this fall. Details to follow in the weeks ahead!

Finally, I’d like to thank everyone who participated in this effort as well as the membership committee for its work completed to date and the initiatives planned for the future. I welcome your thoughts — and also your commitments of time and talent on any of our committees — to help advance PRSA Rochester to the next level of excellence. Please continue to keep your notes and suggestions coming! You can reach me at (585) 246-0256, [email protected]or @greggdinino.

Sincerely,
Gregg Dinino