The Public Relations Society

of America Foundation

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2000 PRSA Foundation Board - Officers

PresidentJean L. Farinelli, APRPresidentFarinelli Consulting Group LLC

Immediate Past PresidentJoseph J. Curley, APRPartner/PresidentCurley & Pynn Public Relations

Management, Inc.

President-Elect E. Ronald CulpSenior Vice President, PR and

Government AffairsSears, Roebuck & Co.

Treasurer Thomas R. MartinSenior Vice President,

Corporate RelationsITT Industries, Inc.

Secretary Clarke L. CaywoodChair, Department of Integrated

Marketing CommunicationsNorthwestern University

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2000 PRSA Foundation Board - Trustees

Reed B. Byrum, APRDirector of Corporate PREDS Communications

William DoescherSenior Vice President and Chief

Communications OfficerDunn & Bradstreet Corporation

David Grossman, APRPrincipalDavid Grossman & Associates

Mitch Head, APR, Fellow PRSAGeneral ManagerGolin/Harris International

Maril Gagen MacDonaldCEO MathaMacDonald LLC

Joseph A. Vecchione, APR,Fellow PRSAVice President, Public RelationsThe Prudential Insurance Co. of

America (retired)

Samuel L. Waltz Jr., APR, Fellow PRSAPresidentSam Waltz & Associates Counsel

Ex-OfficioStephen D. Pisinski, APR, Fellow PRSAPresidentThe Montgomery Group

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Satisfy the hungerto make a difference

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Contribute to society with thinking

from the world of public relations

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Four programs that are transforming

society:

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1. K.I.D.S. in a Drug-Free Society

Teach parents of 11- to 13-year-olds how to talk

with their kids about risky behaviors

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The Role of Public Relations

Drive a change in behavior: parents begin talking with their children about substance abuse

Grassroots campaigns recruit companies and build awareness

Employee campaigns recruit parents and caretakers to enroll

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2. The World Bank

Ensure worthy programs take root

and succeed globally

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The Role of Public Relations

Teach countries public relations skills to bolster the success of World Bank funded projects

Assist World Bank in “public audits” of most important projects

Increase the quantity and quality of local practitioners

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3. Communications Career Academies

Improve the quality of education in America

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The Role of Public Relations

Provide curriculum enrichment and PR mentors to help students select Public Relations as a college major

Identify and link individual Communications Career Academies so teachers can share information

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4. National Credibility Index

Improve the quality of discussion on issues

important to every family in the United States

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The Role of Public Relations

Identify credibility as a critical component in the successful transfer of information

Counsel clients and organizations on how to deliver messages for maximum effectiveness

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Agent of change that unites these

programs:

The Public Relations Society

of America Foundation

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Mission

Contribute to society by applying thinking from the world of public relations

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Method

Launch major initiatives at the intersection of

society’s needs and the practice of public relations

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Traditional Foundation Model

Develop a broad mission statement

Create an endowment

Fund projects that fit the mission

Market the findings to appropriate audiences

“Top down”

Not operational

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The PRSA Foundation Model

Focus on big picture issues Find sponsors with passion who will fund Move operationally to make it happen Utilize nationwide grass-roots resources of

113 PRSA chapters and 6,000-member university student society

“Bottom-up” approach Measurement and accountability

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Ingredients for PRSA Foundation Success

Engagement of the profession

Financial support of PRSA members

Corporate support of key initiatives

Financial support from other foundations

On-going communications

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Financial Goals for the Next 3 Years

Three-year goals of $2.5 million: $500,000 this year

$750,000 in 2001

$1.25 million in 2002

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We Need Your Support

To contribute to society by applying thinking from the world of public relations, we need your contributions:

Major gifts to build an endowment for future programming

Support for specific initiatives Annual general fund support

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The Public Relations Society of America Foundation

For more information contactRay Gaulke

PRSA Foundation33 Irving Place

New York, NY 10003direct: 212.460.1400ray.gaulke@prsa.org