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prssa.org.
, NATIONAL FACULTY ADVISER
In the Agency Leadership
Academy I taught at the University of Oklahoma this summer,
we discussed what made for a
great client. Beyond the obvious, I found this discussion to
be important in helping students
understand the kind of characteristics they will need in order to
have the chance to do great work
for their client. I’d like to cover
what makes for a great client so
you can think about the qualities
you want to exhibit as you begin
to build a relationship with your
advisers in the coming year.
A great client knows how to
listen, especially to advice from
those who know more than they
do. As Chapter leaders, you have
to be able to listen to your advisers closely — especially as they
provide professional advice.
A great client knows what
they want to accomplish. Do
you have a firm set of goals and
objectives you can share with
your advisers? Knowing where
you want to end up at the end of
the year is extremely important
to your advisers and their ability
to assist you in achieving those
goals.
A great client is grateful.
As young professionals, you’ll
appreciate those clients who
give you the occasional pat on
the back. Don’t forget to let your
advisers know from time to time
that they are doing a great job or
to acknowledge their helpful recommendation or accommodation.
Everyone likes to hear when they
have done well!
A great client communicates — regularly, efficiently
and responsively. You can never
communicate enough, but this is
especially important in the young
professional-adviser dynamic.
Finally, a great client has
reasonable expectations; they’re
Book Nook
Bob “Pritch” Pritchard gives members valuable advice about navigating the
student-adviser relationship. Pritchard will enter his 14th year of advising in
August 2014. Photo courtesy of Pritchard.
honest with themselves and you.
Do you and your fellow officers
have reasonable expectations for
your adviser? Are you being honest with each other in what can
reasonably be accomplished this
year?
When clients exemplify these
characteristics, the relationship
feels more like a partnership and
you’re often free to do new, innovative, great things that receive
recognition. So if you strive to
exemplify these qualities as Chapter leaders, you will enhance your
relationship with your advisers,
which in turn will improve your
Chapter.
Book reviews from your public relations peers
Improvise:
Unconvential
Career
Advice from
an Unlikely
CEO
For Immediate
Release: Shape
Minds, Build
Brands, and Deliver Results with
Game Changing
Public Relations
Photo courtesty of Amazon.com
FORUM® STAFF
2014 - 2015
Publications Editor in Chief
Laura Daronatsy
Multimedia Manager
Collin Callahan
Design Editor
Erin Jeffries
Copy Editor
Robert James Winans
FORUM® is an online newspaper published three times a
year for PRSSA members.
The opinions expressed
are not necessarily those of
the Society or staff. The editor
in chief reserves the right to
refuse all copy.
Article submissions, comments and suggestions may be
made via email to the editor in
chief.
FORUM® is produced by
students at Biola University in
La Mirada, California.
Photo courtesty of Amazon.com
BY ROBERT JAMES WINANS
BIOLA UNIVERSITY
If you want to learn more
about how to handle a crisis,
maintain consumer loyalty and
pick up various helpful tips to
succeed in the public relations
industry, then this is the book for
you. Ronn Torossian, author of
“For Immediate Release: Shape
Minds, Build Brands, and Deliver Results with Game-Changing Public Relations,” is the CEO
and founder of one of the largest
public relations agencies in the
United States called 5WPR. He
has worked with Bad Boy Entertainment, McDonald’s, Whole
Foods and other Fortune 500
companies to generate positive
relationships between companies
and their customers. He offers
valuable advice that will allow
any business to get its message
across effectively.
Throughout the book, Torossian stresses vari