The Changing Chamber Profession; The Courage to chart new courses… inside and outside the

classroom…Presentation to the Washington Chamber of Commerce Executives

Elizabeth D. Kerns, MA, IOM, ACE

Credentials – Elizabeth D. Kerns

Why I’m standing in front of you… Assistant Professor, Public Relations Advisor, Public Relations majors and Non-Profit

Administration Minor and Certificates Advisor, Central Communication Agency – Full Service,

Student-Run Advisor, Public Relations Student Society of America, CWU

Chapter

Previous Life… Director of Local Chamber Relations, Illinois Chamber of

Commerce President, Illinois Association of Chamber of Commerce

Executives Instructor of Communication, Benedictine University at

Springfield

Education and Professional

Education, Certificates and Accreditations: Master’s Degree in Communication, University of Illinois, Springfield Institute for Organization Management, US Chamber of Commerce Accredited Chamber Executive, Illinois Association of Chamber of

Commerce Executives Certification as a National Ombudsman, Employer Support of the Guard

and Reserve (ESGR), United States Department of Defense, Boston Coursework towards a Master of Arts in Public Relations and

Advertising, DePaul University, Chicago Bachelor’s Degree in Journalism, emphasis in Public Relations, minor in

business, Arkansas State University, Jonesboro

Member, Public Relations Society of America

Member, American Chamber of Commerce Executives

What is it we are teaching…

What this means for the Chamber Industry…

“Even if you’re

on the right

track, you’ll get

run over if you

just sit there.”

- Will Rogers

So, what are we really teaching…

Who is your primary audience, secondary? Where are they

online? Where should you be?

Case Study: Using Twitter

How people (primarily 25 – 44) are using Twitter•Share their experiences, both good and not so good•Provide feedback on recent events or launches•Discuss product ideas•Learn about exclusive deals or offers•Get customer service

Measure the ROI of Twitter:•Before setting up measurement tools, focus on the quality of your engagement: do a gut-check of how things are going’•Try to analyze the quality of feedback and topics of discussion, you may find this changing over time•Keep a tally of questions answered, customer problems resolved and positive exchanges held•When offering deals on Twitter, use a unique coupon code or separate landing page

Social Media Venues

What is your audience using?

Theory…

Behind this communicating with your

target audience using this social media stuff?

Grunig and Hunt – Models of PR

Model 1: Press Agentry – publicity, celebrity PR etc. Accuracy and credibility not important.

Model 2: Public Information – one way communication. Not a lot known about audience, but accuracy essential.

Model 3: Two Way Asymmetric – receives feedback but aims to change attitudes not organizational practices.

Model 4: Two Way Symmetric – gets feedback with view to changing practices; dialogue not monologue.

Bette

r Defined

Model 1: Press agentry/Publicity Model (one way, asymmetrical) – “The thought that an organization or products are known. They may or may not use truthful statements. Falsehoods, half-truths, and incomplete facts are part of this model.” The idea that “all publicity is good publicity” is the slogan for these practitioners. “Little or no research is required and there is no feedback.” (Fearn-Banks, 2002, pp 15 – 16) Grunig and Hunt (1984) reveal that this model was used by 15% of the public relations practitioners. Later, Grunig and Grunig (1992) found that earlier data was inaccurate and reported that most PR practitioners still fall into this category.

Model 2: Public information Model (one way, symmetrical) – “This model is characterized by the desire to report information journalistically. It is different from Model 1 in that truth is essential. Most PR practice in government agencies today fall into this category” Fearn-Banks (2002) further states: “This model also involves a one-way transfer of information from organization to publics. Little or no research is required. There may be some type of evaluation. Model 2 is most common in corporations. (p. 16)”

Model 3: Scientific Persuasion Model (two way, asymmetrical) – “PR Practitioners use social science theory and research, such as surveys and polls, to help persuade publics to accept the organization’s point of view. There is some feedback, but the organizations do not change as a result of communications management and feedback.” Fearn-Banks (2002) further states, “In asymmetric PR programs of this type, the organization rules. It always knows best. Its attitude is that publics should adhere to the organization’s view points.” (p. 16)

Model 4: Mutual Understanding Model (two-way, symmetrical) – “This model is an intermediary between the organization and its publics. The practitioner tries to achieve a dialogue, not monologue as in other models. Either management or the publics may make changes in behavior as a result of the communications program.” (Fearn-Banks, 2002, p. 16)

Source: CARMA Asia Pacific, firm of global media analysts.

Grunig and Hunt Applied to Twitter!!!

Thoughts behind Twitter

Jonathan Groves, Ph.D, Assistant Professor of Communication, Drury University, says: Twitter categorization scheme for thinking about authenticity and levels of engagement. Two-way communication — conversation — establishes a greater sense of engagement than one-way communication, or lecturing.

Level I: One-way, information. These are the tweet blasts: “Hey, folks, I’m on Twitter. Here’s my random tidbit. Take it or leave it.” In some cases, these can be useful. I love @nytimes for my news. But the account ignores my @replies and has no interest in following little ol’ me.

Level II: One-way, connectivity. These are the links that provide value beyond self-promotion, the ones that tell your followers, “This is for your benefit.” Think @amazonmp3 with daily download specials or @Twitter_Tips with links to sharp commentary about the medium.

Thoughts behind Twitter

Level III: Two-way, information. Retweeting is a deeper form of engagement than mere links. It says, “I’m listening to you, and I think what you say is valuable.”

Level IV: Two-way, connectivity. @replies and direct messages are Twitter conversations that inspire the deepest level of engagement. It shows you are actively participating in the community and acknowledge the value of the communal conversation.

Reaching Level IV is no small task. It takes time, dedication, and most of all, a willingness to open yourself up to the Twitterverse, accepting of its praise and its criticism.

http://socialmediacertificate.net/?p=819

Citizen Journalism/Media

Socia

l Med

ia

Frag

men

tatio

n

Role of Public Relations

Must have a single task master keeping all on the same page

Office is responsible for keeping updated on emerging technologies and being on the cutting edge with a presence

Consistent image for the Organization

Ensuring social media is updated constantly

Committed to Students

Questions??

Contacting Me…

Elizabeth D. Kerns, MA, IOM, ACE

Lfiala@gmail.com or kernse@cwu.edu 509-901-6509@fialakerns (twitter)Elizabeth.Kerns (LinkedIn)