FORUM Spring 2018 vol. 50 Issue 3

WINTER 2017 Vol. 50, Issue 2 www.prssa.prsa.org/forum “Art of PR” Heads to Texas By Kathleen Stone This October, Texas State join us for University “The Art of PR,” the PRSSA 2018 National Conference in Austin, Texas. Learn how to master “The Art of PR” over a weekend full of networking opportunities and developmental sessions. Save the date, the weekend of October 5–9 will be a weekend to remember for public relations students far and wide. Over 1,000 aspiring public relations practitioners will gather together in one of the country’s most cutting- edge cities. This year, the Texas State University and The University of Texas at Austin PRSSA Chapters have combined talents to put together a conference that explores public relations in the modern age. Austin is known for its eccentricity, creativity, diversity and leading-edge innovation. “The Art of PR” seeks to emulate these values throughout the course of the Conference. The city of Austin seamlessly laces together southern charm and forward-thinking values that attract large corporations and up- and-coming businesses alike. Not only is Austin the capital of Texas but it is has also become a capital for technology, entertainment, fashion and hospitality industries. Austin’s massive industrial growth is opportunistic for aspiring public relations professionals. After all, what is industry without public relations? Austin is home to some of the leading global public relations agencies, including Weber Shadwick, Edelman, FleishmanHillard and Burson- Marsteller. In addition to housing some of the world’s most renowned global public relations agencies, Austin also provides an atmosphere for boutique public relations firms to grow and flourish. Boutique public relations firms like Ink PR, Bread and Butter Public Relations, Cultivate PR, The PR Boutique and Pierpont Communications have all made their mark on the city of Austin as well as the public relations industry itself. See Conference, Page 3 Marketing to Millenials — CSR Focused By Kensington Wieland Lee University Since entering the workforce just a few years ago, millennials have changed the way companies hire, fire and fair in the global economy. With their penchant for adventure, autonomy and an active lifestyle, millennials have forced companies to make a shift in the way they operate in all areas of business. Now more than ever, companies are marketing to target audiences who want to both want to see the world and care about doing their part to maintain it, making Corporate Social Responsibility (CSR) a key strategy for brand awareness and acceptance. According to the Millennial Impact Report, millennials became even more engaged in philanthropic efforts in 2017 than in 2016 with no end to that rise in sight. Turns out, they aren’t Open FORUM just passionate about these causes in their free time but it oozes into the way they spend their time and money. doubling the amount of shoes given to children in need. The TOM’S phenomenon was quickly followed by other companies such as FashionABLE, a lifestyle brand that employs women overcoming generational poverty, and the Starfish Project, a jewelry company whose profits go towards caring for women escaping human trafficking. Businesses and brands that place a value on CSR are not only providing a service for the community but meeting the personal needs of consumers as well. Millennials aren’t shy about their desire for companies to do more good, as a 2015 Nielsen Global Corporate Sustainability Report found that 73 percent of global Millennials are willing to pay extra for sustainable offerings. According to Adweek, millennials account for $2.45 trillion in consumer spending power. This commanding combination of facts demands that businesses take responsibility for their products and how they’re impacting the rest of the world. Take a note from United States- based shoe giant, TOMS, who became a household name in 2006 for implementing anunprecedented business model: “buy a pair, give a pair to a child in need.” In 2009, TOMS Shoes won the Customer Excellence Award, awarded by Secretary of State Hillary Clinton, honoring companies who have made a significant contribution to their CSR practices. In 2012, it is estimated that TOMS shoes sold it’s two millionth pair of shoes, doubling its profit from See Millennials, Page 11 the last two years and in turn 4 Why PRSSA? Ever try to put why you love PRSSA in words? We have you covered! Checkout the nine reasons we heart the Society and why you should too! 6 Member Stories From #PRSSAontheGo: Broadening Your Network By Andrew Cook PRSSA National President Over the past few years I’ve had the opportunity to visit many of our PRSSA Chapters across the Society. It has been an exciting adventure and I now have a suitcase full of wonderful memories and friendships from my travels. My time in PRSSA has been a unique opportunity to serve the Society and its members and the best moments have come from being with them face-to- face. As National President, I was inspired by Jane Dvorak’s #ChairOntheGo campaign so I began my own #PRSSAontheGo campaign with the hopes that my travel would inspire a more connected Society. I am so grateful for all of the friendships I have built through this fantastic organization over the past few years. Now I would like to share a few of the stories of some of the amazing members I have met in my travels. I hope that their stories will inspire you to appreciate those within your own Chapter as well as those close by or even those who live abroad. The Finance Major In January, I had the opportunity to attend an Executive Board meeting with Otterbein PRSSA. The meeting was fantastic and it was a great experience to watch Brian Hammel, one of our Regional Ambassadors, conduct a fantastic meeting outlining the upcoming semester’s progr ֖rFv&BFRVBbFRVWFrFRF0GW&VBFv&B&vvrBRbFPWV7WFfR&&BV&W'2&6VBW"f6RF2Vrvv2f6R 'WBv2GG&7FVBF%54&V6W6R`FR&R&fW76&W&FBFP6V6F2626R6VBvg&Ч'F6FrBv2f66FrFV rW"%54WW&V6R6WBW"'@vV6Rv2ǖrf"6FvFf6Rf&FFFF&Vr&W76V@'W"f6RvVFvRFRf&v0W6FVBFrFB6RBFRG&pB&6w&VBFFV&Ɩ2&VF20vVF2WW&V6RVVBR6VRr%546FBFBWG&66WBf"`W"V&Ɩ2&VF2'2vR67&VFr6RvFW&gVV&W2@w&VBg&VG626VRWGv&vRTUBDRUrD4ԕEDTPFR##F6֗GFVRvFRff6PVRFRrvF6F7B"vBFV v2&SV&W&RprBd%t$@V&&fW76BW'6ƖfV62g&&V6VBw&B@%4V&W"