After a five-month campaign, aptly named “PR Defined,” which included hundreds of submissions, abundant commentary and nearly a year of research that ended with 1,447 votes during an official voting period on February 13-26, the professional verdict for the modern definition of PR is:

“Public Relations is a strategic communications process that builds mutually beneficial relationships between organizations and their publics.”

A complete scope of the national PR Defined campaign can be found online at PRDefined Resources Page. 

This took five months. Really?

Of course when any ‘change’ is implemented, there is always some push-back to be expected. Dissenters of the new definition vocalized their views throughout the campaign. The amplified criticism was loud enough to elicit the following response from Corbett and published in The New York Times:

“Like beauty, the definition of ‘public relations’ is in the eye of the beholder.”

At APR, we believe the new definition is truly just a starting point for an important ongoing conversation between two key parties – our team and our clients. Effective PR today is not about giving ROI’s anymore. It’s about setting realistic Key Performance Indicators (KPIs) and hearing what the customer wants in order to help them best. At APR we know that there was a reason why God gave us TWO ears and ONE mouth….so we can listen more than talk! After we listen, then we strategize for best results. What a concept!

We are a part of the future movement to insure PR professionals are viewed as invaluable strategic partners with any business. It’s why smart clients hire us. APR will continue to mold and change to adopt to our clients.  What a fun ride!!!

People feel comfort when they see hometown news, review the obituaries and seek out the successes of our local teams. Let that be a lesson for those who promote others. Sometimes the best news all day is the call from home.

What these women do is nothing short of amazing, in and out of the office environment. Their ability to come together cohesively and work as a team on a myriad of tasks, jobs and projects for our seemingly endless list of clients can easily be summed up with one descriptive term, synergy. What you see is what you get with these public relations professionals.

Take this creative work environment at ThincSavannah and add in the fact that I get to work with these inquisitive minds on a third floor building suite with an incredible view overlooking beautiful, historic downtown Savannah and what you get is possibly the best internship experience one could ask for. I feel I have gained so much in so little time over these past few months.

Each task I completed was beneficial and constructive to helping me build my public relations resume. From writing press releases for clients such as Nightingale Services and Bethesda Academy to promoting Parker’s “Fueling the Community” fundraiser to area schools, my internship experience has been exciting and worth every hour of work.

Whether in or out of the office, my work experience as an intern is something I will always cherish and be glad that I was able to be a part of. Not many college students have the chance to intern during or after their college years and so I feel lucky to have had this opportunity to get a leg up on other students as we all will soon be competing for the same or different jobs in the workforce.
Overall, I wouldn’t trade this experience for anything. This company breeds success and brings out the best in its employees, revealing their creative and inspirational sides of their personalities. I feel like I have grown up some and matured during my internship, leaving my college days behind me and looking forward to what is next on my journey.

I came into this office not knowing what to expect and am leaving it expecting everything.

“As expected, social media monitoring and participation have significantly increased and can now be considered a mainstream responsibility of [PR and communications],” the study noted.

Social media is on the rise as a “core responsibility,” indicating the increased demand for social media strategy and tactical execution in today’s public relations arena. When asked about their chief responsibilities, respondents said corporate communications, executive communication, internal communication, crisis management, social media management and social media participation take up the bulk of their time.

This landmark study indicates that the PR industry is currently transitioning from an “old school” approach to a “new school” approach, largely due to the impact of social media on the PR landscape.

“Companies that embrace ‘new school’ best practices are more likely to be associated with success variables,” the report stated.

At Abshire Public Relations, we’ve been riding the social media wave for quite some time. We dove into the deep end head first several years ago and offer continuing social media education opportunities for our entire team to ensure that everyone stays up-to-date on the latest technology trends.

Today, we successfully manage Facebook, Twitter, LinkedIn and other social media accounts for a wide range of clients. We develop social media strategy, organize Facebook contests and post items regularly for corporate as well as non-profit clients.

APR combines the best of “old school” and “new school” public relations, offering high-profile media placements as well as social media buzz. We understand that traditional media and new media are most effective when used in connection with one another.

After all, social media serves as an ideal way to share media placements with a larger audience and to offer an important venue for expanding key marketing messages, encouraging engagement, reinforcing branding and sparking dialogue with customers.

Whether your company is social media savvy or just beginning to explore this brave new world, APR can help develop a smart strategy to help maximize your market share and raise your profile in the eyes, minds and wallets of the target audience that matters most to you.

One great example is the recent CNBC article we lined up for Hannah Byrne of rappidApp, a Savannah-based mobile app development company. We pitched Hannah as an expert on the growing mobile app trend and were able to secure national media coverage showcasing her expertise. The article quotes Hannah, in part, as saying:

“The last thing [customers] look at before they go to bed is their smartphone and the first thing they look at is their smartphone. The best way to market to them is through the smartphone,” said rappidApp co-founder and CEO Hannah Byrne.

As mentioned in a previous blog post, public relations helps strategically position you as an expert in your field and as a leader in your industry. It’s a whole lot easier for a neutral third party to pitch you (and your company) to a key editor than it is to brag on yourself, which is why the services we offer can be so invaluable.

We understand the power of connection and have the relationships with the media to garner solid national, regional and local coverage on behalf of our clients. Over the years, we’ve scored ink for APR clients in Southern Living, Coastal Living, The New York Times, The Wall Street Journal and many other national media outlets.

Our firm may be based in Savannah, but we’re proud that our reach extends well beyond the Creative Coast.

What makes public relations such a powerful business tool? Unlike advertising, public relations serves as a critical way to build credibility, which helps underscore the importance of your company’s brand. A strategic public relations campaign offers a cost-effective, targeted multi-media opportunity to share your key marketing messages with your target customers.

A well-placed article about a particular product in the pages of a national magazine like Coastal Living or a well-timed interview with a client on the local television news can be a lot more effective than an expensive ad campaign. Ultimately, credibility forms the basic foundation of any company’s success. Without credibility, there can be no brand loyalty, no meaningful connection between companies and customers.

Effective PR helps build a positive image for a company, which can boost sales and fuel customer loyalty. A positive image will also come in handy during times of crisis.

At APR, we have strong ties to the media and the proven ability to showcase our clients as experts in their field. We work behind the scenes to secure media coverage in print, electronic and social media, raising our clients’ profiles and keeping their companies top-of-mind among consumers.

Every day, we are honored to represent our clients in a professional, responsible manner. We know building credibility means that everything we do for our clients — from media relations and business development to managing social media campaigns and event planning –has to be done effectively. That’s because we understand that, in the end, credibility is truly priceless.

And that’s the real reason Bill Gates would spend his last dollar on PR.

Social Media: Generation Y’s Addiction

In today’s tech-savvy world, social media is boss.  It influences and commands the attention of our world’s population, linking and allowing us to communicate with each other in ways never thought possible in recent global history.  From social networking sites such as Facebook and MySpace to social blogging sites such as Twitter and even video-sharing sites like YouTube, social media is growing and expanding at highly prolific rates.  It controls much of how we get our news, entertainment and even operate our businesses in today’s fast paced global economy.  Because of this, social media has many different audiences and followers whose lives revolve around this new-age phenomenon.  However, no age group has been more influenced or impacted by this modern technology marvel than that of Generation Y.

Those of us born during this period of time, in the 1980s and 1990s, have had the opportunity to grow up with, experience, learn about and embrace social media in school and our daily lives.  In turn, this has given us a strong technological advantage over our baby-booming parents and their limited to no experience with computer-based technology that they had while growing up.  Our generation is so immersed in social media that we can’t imagine life without it.  Social media sites such as Facebook, MySpace, Twitter, YouTube, LinkedIn, Flickr, and even Google command how we socially interact, learn, do business, build relationships and even entertain ourselves from a web-based technological communication standpoint.

Social media’s success in today’s world is largely due to the importance that Generation Y places on socializing and communicating with each other on a daily basis.  Yet, it wouldn’t be what it is today without members of other generations catching onto this social media craze and realizing how beneficial it is and can be to their business and social lives.  In professions such as public relations, journalism, marketing, advertising and business in general, social media is being used time and again and more often to bridge the gap between companies and their target audiences. Its capability to forge powerful and intimate relationships between people solidifies just how vital this modern day communication tool is in each of our lives and our advancing world. 

FEBRUARY MEDIA COVERAGE FOR CLIENTS:

• “John Tatum to Head Union Mission Board,” Savannah Morning News, February 1, 2012 (also web posted)
• “New Union Mission Board Members Named,” Savannah Morning News, February 5, 2012 (also web posted)
• “New Union Mission Board Members Named,” Business in Savannah, February 8, 2012 (also web posted)
• “Please Meet: Savannah Attorney John Tatum Matches Success with Need,” Savannah Morning News, February 12, 2012 (also web posted)
• “Union Mission to Hold Starfish Gala,” Savannah Tribune, February 15, 2012 (also web posted)
• “Community Calendar: Starfish Gala,” Savannah Morning News, ongoing (also web posted)
• “4th Annual Tybee Mardi Gras Fest,” Visit South, February 3, 2012 (web posted only)
• “Tybee Island Group Breaks Guinness Record,” Atlanta Business Chronicle, February 13, 2012 (also web posted)
• “Tybee Island Free Mobile App Available,” Topix, February 13, 2012 (web posted only)
• “Tybee Island Group Breaks Guinness Record,” Atlanta Recruiters, February 13, 2012 (web posted only)
• “Tybee Island Polar Bear Plunge Officially a World Record Event,” Georgia Daily News, February 18, 2012 (web posted only)
• “Mardi Gras Celebrations Around the U.S.,” Raleigh News & Observer, February 20, 2012 (also web posted)
• “Tybee Grows Up: Georgia Coastal City Near Savannah is Now a Popular Beachfront Locale,” Travelling Adventurer, March 2, 2012 (web posted only)
• “Mardi Gras Tybee,” Skirt!, February 1, 2012 (also web posted)
• “Tybee Mardi Gras Fest,” Connect Savannah, February 3, 2012 (also web posted)
• “Tybee Island Free Mobile App Available,” WTOC, February 10, 2012 (also web posted)
• “Tybee Island Launches Free Mobile App,” WJCL, February 12, 2012 (also web posted)
• “World Record Officially Broken on Tybee,” Savannah Morning News, February 12, 2012 (also web posted)
• Lindsay Fruchtl/Mardi Gras Tybee featured on “Coastal Sunrise,” WSAV, February 13, 2012
• “Tybee Island Polar Bear Plunge Officially a World Record Event,” Savannah Morning News, February 13, 2012 (also web posted)
• “Tybee’s Plunge Holds World Record,” Savannah Morning News, February 13, 2012 (also web posted)
• “Celebrate Mardi Gras on Tybee Island,” Connect Statesboro, February 14, 2012 (also web posted
• “Tybee Island Masquerade Ball,” Savannah Magazine eNewsletter, February 14, 2012 (web posted only)
• “Tybee Island Gets Ready to Let the Good Times Roll,” WSAV, February 14, 2012 (also web posted)
• “Tybee Island Celebrates 4th Annual Mardi Gras,” Savannah Morning News, February 16, 2012 (also web posted)
• Lindsay Fruchtl/Mardi Gras Tybee featured on “Mid-Morning Live,” WTOC, February 17, 2012 (also web posted)
• “Rain Plans for Tybee Island Mardi Gras Party Saturday,” Savannah Morning News, February 17, 2012 (also web posted)
• “Tybee Mardi Gras Gets Underway with Masquerade Ball,” WTOC, February 17, 2012 (also web posted)
• “Tybee Mardi Gras Fest,” Savannah Morning News: Do, February 17, 2012 (also web posted)
• “Tybee Island Mardi Gras Kicks-Off with Masquerade Ball,” WSAV, February 18, 2012 (also web posted)
• “Tybee Gets World Record,” WTOC, February 18, 2012 (also web posted)
• “Tybee Mardi Gras Gets Underway with Masquerade Ball,” WTOC, February 20, 2012 (also web posted)
• “Tybee Clean,” Savannah Morning News, February 21, 2012 (also web posted)
• “Tybee Island Launches Mobile App, Business in Savannah, February 22, 2012 (also web posted)
• “4th Annual Mardi Gras Tybee Celebration Kicks Off Friday,” Savannah Morning News, February 23, 2012 (also web posted)
• 6th Annual Seacrest Race for Preservation,” WTOC, February 7, 2012 (also web posted)
• “Historic Savannah Foundation to Present Lecture by Dr. Charles J. Elmore on First Bryan History,” Savannah Herald, February 8, 2012 (also web posted)
• “Seacrest Race for Preservation,” Savannah Business Journal, February 12, 2012 (web posted only)
• “Dr. Charles Elmore to Lecture at First Bryan Baptist,” Savannah Tribune, February 15, 2012 (also web posted)
• “HSF Reschedules Lecture by Dr. Charles J. Elmore About First Bryan Baptist Church for Feb. 29,” Savannah Daily News, February 17, 2012 (web posted only)
• “Grant Will Support Foundation’s Revolving Fund,” Savannah Morning News, February 19, 2012 (also web posted)
• “HSF Reschedules Lecture by Dr. Charles J. Elmore About First Bryan Baptist Church for Feb. 29,” Savannah Tribune, February 22, 2012 (also web posted)
• “HSF Seacrest Partners Race for Preservation,” Savannah Magazine eNewsletter, February 23, 2012 (web posted only)
• “Seacrest Race for Preservation,” Connect Savannah, February 25, 2012 (also web posted)
• “Seacrest Race for Preservation,” WRHQ, February 25, 2012 (also web posted)
• Noel Ellis: Common Questions to Consider When Applying for Commercial Loan,” Business in Savannah, February 8, 2012 (also web posted)
• “ThincSavannah Unveils Affinity Partner Program,” Business in Savannah, February 22, 2012 (also web posted)
• “Healing Process Underway for Local Community Banks,” Savannah Morning News, February 26, 2012 (also web posted)
• Greg Parker featured on Bill Edwards Morning Talk Show, WTKS-AM, February 1, 2012 (also web posted)
• “Parker’s Launches ‘Why I Love Parker’s’ Facebook Video Contest,” WTOC-TV, February 1, 2012
• “Parker’s Launches Video Contest,” Savannah Morning News, February 8, 2012 (also web posted)
• “Parker Companies Donates to Public Schools,” Business in Savannah, February 8, 2012 (also web posted)
• “Parker’s Opens Location East Tanger 1 US-278,” Bluffton Today, February 10, 2012 (also web posted)
• “Parker’s Opens New Convenience Store in Bluffton,” Island Packet, February 10, 2012 (also web posted)
• “Parker’s Opens New Bluffton Store Near Tanger 1,” Savannah Morning News, February 12, 2012 (also web posted)
• “Parker’s Opens New Convenience Store in Bluffton,” Low Country Newspapers, February 13, 2012 (also web posted)
• “The Parker Companies Keeps Growing,” Savannah Business Journal, February 13, 2012 (also web posted)
• “New Parker’s Store Opens in Bluffton,” Savannah Morning News, February 14, 2012 (also web posted)
• “Parker’s Opens New Convenience Store in Bluffton,” Convenience Store Decisions, February 15, 2012 (web posted only)
• “Parker’s Grows Portfolio with New Bluffton S.C. Store,” Convenience Store News, February 15, 2012 (web posted only)
• “Parker’s Opens New Bluffton, S.C. Store,” CSPNews.net, February 16, 2012 (web posted only)
• “New Parker’s Store Opens in Bluffton,” Savannah Morning News, February 22, 2012 (also web posted)
• Heather Fries and John Albright featured on “Mid-Morning Live,” WTOC, December 22, 2012 (also web posted)
• “Nightingale Services, Georgia’s Largest Family-Owned Private Homecare Company, Now Offers Private Pay Services,” 24-7 Press Release, January 27, 2012 (also web posted)
• “Health Care Company Adds Pay Option,” Savannah Morning News, February 3, 2012 (also web posted)
• “Newsmakers: Joseph Alexander,” Savannah Morning News, February 12, 2012 (also web posted)
• Heather Fries photo featured in “Business in Savannah Forum,” Business in Savannah, February 22, 2012 (also web posted)
• “Newsmakers: Joseph Alexander,” Business in Savannah, February 22, 2012 (also web posted)
• “Nightingale Services Promotes Joseph Alexander,” 24-7 Press Release, February 23, 2012 (web posted only)
• “Bethesda Academy Announces Plans to Open Museum Visitors Center by January 2012,” Savannah Business Journal, February 6, 2012 (web posted only)
• “Bethesda Academy Announces Plans for Museum,” i-Newswire, February 10, 2012 (web posted only)
• “Bethesda Plans History Museum,” Savannah Morning News, February 17, 2012 (also web posted)
• “Bethesda Plans Museum, Visitors Center,” Connect Stewart, February 22, 2012 (also web posted)
• “Tim’s Take: Bethesda’s Chess,” WTOC, February 25, 2012 (also web posted)
• “Bethesda Academy Announces Plans to Open Museum Visitors Center,” Savannah Herald, February 29, 2012 (also web posted)
• “Please Meet: Savannah Attorney John Tatum Matches Success with Need,” Savannah Morning News, February 12, 2012 (also web posted)
• “Local Lawyer to Speak at Las Vegas Conference,” Savannah Morning News, February 18, 2012 (also web posted)
• “Savannah Attorneys Recognized as ‘Super Lawyers’ and ‘Rising Stars,’” Savannah Morning News, February 19, 2012 (also web posted)
• “E-Commerce Growth, Mobiles Push Consumer Litigation,” Business in Savannah, February 22, 2012 (also web posted)
• “Business in Savannah Forum,” Business in Savannah, February 22, 2012 (also web posted)
• “HunterMaclean Partner Colin McRae Honored as 2012 Rising Star,” PR Log, February 22, 2012 (web posted only)
• “Colin McRae Honored as 2012 Georgia Rising Star,” Savannah Tribune, February 22, 2012 (also web posted)
• “HunterMaclean Partner Colin McRae Honored as 2012 Rising Star,” PR Urgent, February 23, 2012 (web posted only)
• “10 HunterMaclean Attorneys Honored as Georgia ‘Super Lawyers’ and ‘Rising Stars,’” 24-7 Press Release, February 23, 2012 (web posted only)
• “HunterMaclean Partner Colin McRae Honored as 2012 Rising Star,” 24-7 Press Release, February 26, 2012 (web posted only)

To keep it interesting, we asked Fred Harrison, our latest Georgia Southern University intern, to chronicle his 10 week stay at APR in three different blog posts. For his first installment, we asked him to give us some insight on how the “real” PR world compares to what he learned in the classroom. 

Here’s what he had to say about college vs. reality:

I have now been out of college for just over two months and I’m beginning to realize the slight similarities, but also the vast differences, between what I was taught about PR in the classroom versus what PR is like in reality.

The most noticeable similarity between the classroom and the real world of public relations from my short-term experience is the density of females in this profession, and is honestly one of the initial reasons I chose this field of study in college (if I’m being honest).  I learned this early off at Georgia Southern when I declared myself as a PR major and now my observation has been confirmed as an intern at Abshire PR (a team of five women). However, I certainly don’t mind adding my male perspective to the mix!

In college, my professors always stressed the importance of research, action, communication and evaluation when implementing public relations strategies, initiatives and campaigns.  I believe this is extremely important when establishing and maintaining mutually beneficial relationships with target publics and usually determines long-term success for any PR firm or company.

Interning at Abshire PR has shown me the importance of building and maintaining actual business-client relationships over long periods of time, something I only had the chance to briefly and informally experience in my public relations classes.  Utilizing writing, communication and even marketing skills, I’ve learned that what was taught to me in class about relationship building will only go so far in the real world in accordance with keeping the client and all target publics content and happy.  Disappoint the client and there goes not only business, your income and any other ROI from that client, but also good PR and potential future client and public prospects as well.

Throughout the many public relations classes I completed in college, I was able to experience a taste of each particular dynamic of what this career field offers from writing, publication, design, interpersonal communication, promotional tactics, the recent online social media marketing wave, event planning, campaign strategies and much more.  I was learning from the books, by word of mouth from my professors and from any and all “hands on” work from client experience that I received from my college years as an undergraduate.

Now, I am putting all of these tactics to the test as an intern, but have come to the realization that hard work and dedication is only half of what it takes to build a successful career in public relations.  The other half is a genuine love and appreciation for your work, meeting new people and building lasting relationships with them.  To me, this is the core of PR and the essence of why I chose this as my major in college and why I want to do this for the rest of my life.

This year, start the year off right by igniting your business. Whether you have a new or an existing company, light a fire and communicate key messages about what makes your company unique to prospective clients and customers.

Here are a few timely tips to start the New Year off on the right foot:

SCHEDULE A PR AUDIT: Does your company have great stories to tell, but a difficult time getting the word out to a larger audience? Conduct a PR audit with your executive team to determine local, regional and national opportunities for media exposure and to plan for greater success for 2012. In a two-hour session, you can learn how to share good news, earn recognition via traditional and interactive media and determine the top newsworthy items about your company for 2012. Also, you’ll receive help identify speaking opportunities and determining which awards will help raise your company’s profile.

REFRESH YOUR CONTENT: Over time, web copy, brochure text and corporate messaging can grow stale. Consider changing up your company’s message and adding a fresh twist to all your copy in the New Year.  Make your content lively, engaging and professional, encouraging potential customers to learn more about your company and the products and services you have to offer.

REVIEW YOUR VISION AND MISSION STATEMENTS: Every member of your organization needs a mission statement and vision statement to refer to so that everyone is working towards a common goal. Review your mission statement, which explains who you are as a company, as well as your vision statement, which maps out what your business aspires to become in the future. If you don’t have a mission statement or a vision statement, write drafts for your team to edit and review.

EMBRACE SOCIAL MEDIA: While many local companies joined the social media revolution in 2011, a surprising number of businesses are still reluctant to join the world of Facebook, Twitter, Foursquare and Google+. Does your company have timely news, announcements or special offers that can be shared through a social media? Do you have a social media plan in place for 2012?

As Savannah starts to emerge from the recession, 2012 is going to be a year of incredible opportunity. Don’t miss the chance to ignite your business now and to reap the benefits all year long.

With his usual flair for a great party, Ashley Bowersox, ThincSavannah’s co-founder, played the perfect host and each member contributed to the delicious feast. Take a look  at Bunny’s latest column here to get an insider’s scoop to the holiday party of the year.

Criminals expect consumers to make a mad rush to the store during the final weeks leading up to Christmas. They understand that with the increase of shoppers, the chances of consumers carrying extra cash and too many shopping bags are in their favor and, therefore, the attempts of attack begin to rise. Taking a few extra precautions can help ensure the prevention of crime and a joyous holiday season.

Here are some helpful shopping safety tips below to keep in mind this year while you are out and about.

• Try not to shop alone – there really is safety in numbers.
• Know your surroundings and be aware of the people in it.
• Dress casual – expensive jewelry may attract unwanted attention.
• Do not carry more than a few shopping bags at a time – too many may cause you not to notice when one goes missing.
• Lock your valuables out of sight in the trunk of the car before you get to the store.
• If you have to go back into the store after you’ve already left, move your car to another parking space to give the appearance that you have left the parking lot with your bags in tow.
• Report any suspicious activity to security, management or police.
• Be wary of strangers who approach you to strike up a conversation – this method is used to try and disarm or distract and is a typical purse snatcher tactic.
• Do not be afraid to ask for a security escort to the parking lot or between stores – especially after dark.
• Only carry small amounts of cash to limit potential loss.
• Be sure to notify banks or credit card companies immediately if credit cards are lost or stolen.

Don’t let your holiday season be ruined by becoming a victim of crime. It’s important to have a plan and know where you are going. Trust your instincts and, if you get an uncomfortable feeling about a place, you are most likely right.

The idea behind crime prevention is to eliminate potential opportunities for criminals as much as possible. Practice these safety and crime prevention tips year round and make them a life-long habit.

Stay safe and happy holidays!

_______________________________________

Erica Lumpert is the president of Saber Security & Investigations and specializes in customized security solutions. She can be reached at erica@sabersi.com or 770-424-3525.