Prsa PDX Strategicplan

14-MONTH STRATEGIC PUBLIC
RELATIONS PLAN
2016-2017
PRSA PORTLAND METRO CHAPTER PR PLAN
TABLE OF CONTENTS
Executive Summary
Core Problem Statement
Situation Analysis
Background of PRSA PDX
Industry and Operational Context
SWOT Analysis
Key Publics
Goals, Objectives, Strategies and Tactics
Messaging
Budget
Timeline
Media List
PRSA PDX Fact Sheet
Story Ideas
Evaluation Plan
Parting Shot
Meet the Team
Appendices
References
3
4
5
6
7-11
12-13
14-16
15-20
21
22
23-31
32-34
35-36
37-38
39-41
42
43
44-46
47
EXECUTIVE SUMMARY
The purpose of the public relations plan is to increase membership and awareness of
the opportunities and benefits of the PRSA Portland Metro Chapter. Although PRSA
PDX has been active for over 50 years, public relations professionals around the
Portland and Southwestern Washington areas are not aware of the current
opportunities and benefits of the PRSA Portland Metro Chapter. Through our
research we have identified entry-level, ages 22 to 30, and mid-level professionals,
ages 30 to 45, as the target publics. With the use of traditional public relations and
social media tactics, we have created a plan that will increase awareness,
membership and positive sentiment around the PRSA Portland Metro Chapter.
CORE PROBLEM STATEMENT

The PRSA Portland Metro chapter is seeking to increase membership and awareness
of the opportunities and benefits of the chapter. Current and prospective members
lack awareness of the benefits and opportunities the PRSA Portland Metro Chapter
offers.
SITUATION ANALYSIS
The current status of membership for the Portland Metro Chapter of PRSA is
stagnant. Although membership has not decreased, it has remained steady without
any prominent increase over the past few years. In addition, the majority of current
members are mid-level professionals. PRSA Portland Metro Chapter is not attracting
younger professionals due, in part, to factors such as cost, perceived value and
chapter awareness. In order to attract more entry-level and mid-level professionals,
the chapter needs to create messaging that clearly targets these underrepresented
audiences, as well as distinguishes PRSA Portland Metro Chapter apart from the
other competing professional development organizations in the area.
The professional community in Oregon and Southwest Washington is generally not
aware or educated about what PRSA Portland Metro Chapter is and what the
organization can offer. The chapter is lacking in social media engagement on
platforms, including Facebook, Twitter, Instagram and LinkedIn. With a lack of diverse
content posted on a consistent basis, engagement with users is low. This is an area
where the chapter could strategically target younger professionals and increase their
interest in becoming a member of PRSA Portland Metro Chapter.
BACKGROUND OF PRSA PORTLAND

METRO CHAPTER
NATIONAL
The Public Relations Society of America (PRSA) was chartered in 1947 and has over
22,000 PR professional members and 111 chapters across the country. The national
organization is the largest organization of public relations professionals. PRSA has
four main goals as a prestigious organization. These goals include networking,
professional recognition, industry insight and job opportunities. National
membership dues are $255 annually with a $65 initiation fee.1
PORTLAND METRO CHAPTER
The PRSA Portland Metro Chapter was established in 1960 and has more than 250
professional members. The Portland Metro Chapter targets public relations
professionals in Oregon and Southwest Washington with a mission, to advance the
art and science of public relations in the public interest. A volunteer board of
directors creates dynamic programming, puts on events, and leads the Portland
Metro Chapter. Signature events include the annual Spotlight awards and the
Communicators Conference. Both are held in partnership with the Oregon-Columbia
chapter of the International Association of Business Communicators (IABC).
Members of the Portland Metro Chapter gain access to members-only directories
and discussion forums, more than 50 free live and on demand webinars throughout
the year, exclusive discounts on PRSA conferences and events, print and digital
industry publications, award-winning case studies, the Business Case for Public
Relations and the PRSA Code of Ethics. The Portland Metro Chapter dues are $45
annually. 2
http://prsapdx.org/join-in/join-prsa/
http://prsapdx.org/join-in/join-prsa/
INDUSTRY AND OPERATIONAL

CONTEXT
PRSA PORTLAND METRO CHAPTER MEMBER
PROFILES
AMERICAN MARKETING ASSOCIATIONPORTLAND CHAPTER
The AMA PDX Chapter is a part of the national organization for individuals and
companies involved in the marketing industry. The chapter offers a wide range of
services including professional development events, community outreach initiatives
and networking opportunities. Membership is not required but is highly encouraged.
Membership is spread among collegiate, young professionals and professionals.
AMA PDX membership dues:
Collegiate membership: $112 annually. 3
Young professional membership dues are $175 for up to three years after
graduation4
Professional dues are $285 annually plus a one time $30 application fee. 5
PORTLAND HUMAN RESOURCE MANAGEMENT

ASSOCIATION (PHRMA)
Within the Society for Human Resource Management, PHRMA provides professional
networking and development opportunities to help human resource professionals
advance their career. Membership in PHRMA allows access to events, including
workshops, book club meetings, mentorship programs, emerging professionals
groups and conferences, HR news, and career resources.
PHRMA membership dues:
$225 annually, includes membership to both PHRMA and the Society for
Human Resource Management.6
3
4
http://www.ama-pdx.org/get-involved/become-a-member/collegiate/
http://www.ama-pdx.org/get-involved/become-a-member/young-professional/
http://www.ama-pdx.org/get-involved/become-a-member/professional/
http://www.portlandhrma.org/?page=A1
EMERGING PROFESSIONALS OF PORTLAND

(EPOP)
Within the Portland Business Alliance, EPOP offers programming for young
professionals in Portland to grow their careers, build a peer network and get
exposure to business leaders. The organization focuses on education and
professional development, civic engagement and networking. Members are able to
participate in EPOP committees, as well as attend events, such as Portland Business
Alliances Business After Hours, ShopTalk and Green Hour. Members also gain free
admittance to EPOP member committee events and sponsorship opportunities with
EPOP.
EPOP membership dues:
Individual membership is $75 annually; however, qualifications and
requirements apply. 7
INTERNATIONAL ASSOCIATION OF BUSINESS

COMMUNICATORS (IABC) - OREGON-COLUMBIA
CHAPTER
The Oregon-Columbia Chapter of the International Association of Business

Communicators (IABC) targets business communication professionals in Oregon and
Southwest Washington. The association offers members opportunities for networking
and professional development relevant to the business communication industry.
Members also gain access to conferences, workshops, seminars and information
regarding educational and job opportunities.
IABC membership dues:
Membership dues for IABC are based on chapter, region and international
dues of $304 with a $40 new member application fee. 8
7
8
http://portlandalliance.com/epop/get-involved.html
https://www.iabc.com/wp-content/uploads/2015/11/ALL-DUES-EVERYWHERENOV-20151.pdf
10
DEMOGRAPHICS BY CITY (ACCORDING TO 2010

CENSUS)9
Gresham, Oreg
Population: 48,035
Gender:
Female: 52%
Male: 48%
Ages:
20-34: 20.4%
35-49: 22.3%
50-64: 19.7%
Portland, Ore.
Population: 619,360
Gender:
Female: 50.5%
Male: 49.5%
Ages:
20-34: 27%
35-49: 22.6%
50-64: 18.6%
Vancouver, Wash.
Population: 161,849
Gender:
Female: 51.2%
Male: 48.8%
Ages:
20-34: 22.3%
35-49: 20.3%
50-64: 18.5%
Beaverton, Ore.
Population: 89,779
Gender:
Female: 51.4%
Male: 48.6%
Ages:
20-34: 25.3%
35-49: 21.7%
50-64: 17.5%
Tigard, Ore.
Population: 48,035
Gender:
Female: 48%
Male: 52%
Ages:
20-34: 20.4%
35-49: 22.3%
50-64: 19.7%
Hillsboro, Ore.
Population: 91,611
Gender:
Female: 49.8%
Male: 50.2%
Ages:
20-34: 26.4%
35-49: 22%
50-64: 14.5%
Wilsonville, Ore.
Population: 19,509
Gender:
Female: 53.4%
Male: 46.6%
Ages:
20-34: 24.3%
35-49: 21.8%
50-64: 16.7%
Lake Oswego, Ore.

Population: 36,619
Gender:
Female: 47%
Male: 53%
Ages:
20-34: 12.4%
35-49: 20.7%
50-64: 26.8%
Salem, Ore.
Population: 153,637
Gender:
Female: 50.1%
Male: 49.9%
Ages:
20-34: 22.3%
35-49: 19.3%
50-64: 18.1%
http://quickfacts.census.gov/qfd/states/41/4131250.html
PRSA Portland metro chapters district total: 33% of Oregons total population
Gresham: 3.7%
Portland: 48%
Vancouver: 12.7%
Beaverton: 7%
Tigard: 3.7%
Hillsboro: 7.2%
Wilsonville: 1.5%
Lake Oswego: 2.8%
Salem: 12.1%
11
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SWOT ANALYSIS
STRENGTHS
Many networking events

Nationally recognized APR program
Respected awards program
Experienced board of directors
Partnerships
No other professional communications organization aimed solely towards PR
Experience and knowledge of senior level professionals
WEAKNESSES
Poor social media engagement

Poor website design and lack of original editorial content and visuals
Lack of growth in membership numbers
Lack of time to dedicate to PR for PRSA
Lack of knowledge of what the organization is and how people can benefit as
members
Difficulty expressing organization's values to members and sponsors
Membership costs and perceived value for that cost
Perception of PRSA PDX/PRSA National as old school, restricted to PR, been
around forever, always been about the same size
Board of directors focused more on execution rather than leadership
Overwork of volunteers
Lack of mid-level PR professionals on board of directors
PDX chapter does not have a leading presence in the Oregon and Southwest
Washington business community
OPPORTUNITIES
Engage and retain younger PR professionals

Distinguish what makes PRSA unique in the market
Incorporate younger professionals into leadership positions
Market PRSA as a way to meet people in your profession and strengthen your
professional PR skills
THREATS
Members may not have time to attend events

Members may not have enough money to attend events
Competition from other businesses networking events
Evolving public relations industry
13
14
KEY PUBLICS
PRIMARY PUBLIC
The primary public we plan to target is young professionals ages 22 to 30. These
professionals are just starting to build their careers and network and need a place to
broaden their professional knowledge outside of work. This public is highly
underrepresented within the current PRSA Portland Metro Chapter membership
base. Based on our research, most of the current members hold high-level positions
within their companies or organizations. By targeting younger professionals who are
getting started in their professional careers, PRSA Portland Metro Chapter can not
only increase its membership but also can increase retention rate. The chapter also
will have the ability to prepare these younger professionals for future leadership
roles on the PRSA PDX board of directors.
SECONDARY PUBLIC
The secondary public we plan to target is mid-level professionals ages 30 to 45.

Although these professionals are more established in their careers, they continue to
need an environment to network and broaden their professional knowledge outside
of work. Mid-level professionals are working toward advanced positions in their
career and can utilize the guidance from the other professionally established PRSA
Portland Metro Chapter members during this critical professional time.
15
GOALS, OBJECTIVES, STRATEGIES

AND TACTICS
PRIMARY PUBLIC:
Young professionals ages 22-30
Goal 1: Educate young professionals ages 22 to
30 about the PRSA Portland Metro Chapter
membership benefits.
OBJECTIVE 1:
Increase awareness among young professionals working in the public relations

industry ages 22 to 30 about the PRSA Portland Metro Chapter membership
benefits by 15 percent by May 2017.
STRATEGY 1:
New Pros social media campaign.
TACTIC 1:
Rebrand PRSA Portland Metro Chapter New Pros Twitter account and create
three weekly tweets specifically targeted to the young demographic.
TACTIC 2:
Create a PRSA Portland Metro Chapter New Pros LinkedIn page specifically
targeted to the young demographic.
Create weekly content, including relevant links to industry news, job
opportunities within the Oregon and Southwest Washington area, PRSA
Portland Metro chapter volunteer opportunities, and specific New Pros
events.
16
OBJECTIVE 2:
Increase positive sentiment among young professionals ages 22 to 30 toward

the PRSA Portland Metro Chapter membership benefits by 5 percent by
September 2016 and an additional 10 percent by May 2017.
STRATEGY 1:
PRSA Portland Metro Chapter New Pros member spotlights.
TACTIC 1:
Choose one young professional member of PRSA Portland Metro Chapter

each month to be featured across PRSA Portland Metro Chapter social media
platforms and newsletter.
Create and send out a linked survey targeting existing young professionals
in the monthly newsletter. This survey will gauge why these young
professionals find PRSA PDX beneficial and, in turn, increase positive
sentiment.
STRATEGY 2:
Engage on social media.
TACTIC 1:
Within PRSA Portland Metro Chapter New Pros rebranded Twitter page,
retweet and reply to followers who are actively engaging with the account.
Goal 2: Increase PRSA Portland Metro Chapter

membership among young professionals ages 22
to 30.
OBJECTIVE 1:
Increase PRSA Portland Metro Chapter membership among young

professionals ages 22 to 30 by 10 percent by May 2017.
17
STRATEGY 1:
Seven membership events.
TACTIC 1:
Create four bi-monthly networking events targeting young professionals in

which potential members can learn about the benefits of joining PRSA
Portland Metro Chapter from current members.
TACTIC 2:
Promote events through existing PRSA Portland Metro Chapter social media
channels, as well as rebranded PRSA Portland Metro Chapter New Pros Twitter
and LinkedIn accounts.
TACTIC 3:
Follow up with attendees after event with personalized email thanking them
and encouraging them to seek membership.
STRATEGY 2:
Contact local Oregon and Southwest Washington public relations employee

positions
TACTIC 1:
Email PRSA Portland Metro Chapter informational flyers to human resource

departments of targeted agencies to encourage entry-level employees to
attend the New Pros Networking events.
TACTIC 2:
Offer a waived initiation fee for employees who attend one or more of the
New Pros Networking events and join the PRSA Portland Metro Chapter.
18
SECONDARY PUBLIC:
Mid-level professionals ages 30 to 45
Goal 1: Educate current mid-level professionals
ages 30 to 45 within the PRSA Portland Metro
Chapter about volunteer opportunities and
benefits.
OBJECTIVE 1:
Increase awareness among mid-level professionals ages 30 to 45 within the

PRSA Portland Metro chapter about volunteer opportunities and benefits by
10 percent by May 2017.
STRATEGY 1:
Chapter based handouts.
TACTIC 1:
Create and distribute a volunteer handout / sign-up sheet at chapter meetings

that outline and advertise volunteer opportunities within the chapter.
STRATEGY 2:
Volunteer survey.
TACTIC 1:
Create online survey outlining volunteer opportunities and inquiring about

member volunteer interests.
TACTIC 2:
Follow up with members who participated in survey and showed interest in

becoming involved with various volunteer opportunities.
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STRATEGY 3:
Volunteer infographic.
TACTIC 1:
Create an infographic to distribute on Facebook, LinkedIn and the chapter

newsletter, highlighting the benefits of volunteering through PRSA Portland
Metro Chapter, as well as current volunteer opportunities.
OBJECTIVE 2:
Increase positive sentiment among mid-level professionals ages 30 to 45

within the PRSA PDX chapter toward volunteer opportunities and benefits by
10 percent by May 2017.
STRATEGY 1:
Create incentives for volunteering.
TACTIC 1:
Members who volunteer during the month will be put in a drawing to receive
a gift card.

membership among mid-level professionals ages
30 to 45.
OBJECTIVE 1:
Increase PRSA Portland Metro Chapter membership among mid-level

professionals ages 30 to 45 by 10 percent by May 2017.
STRATEGY 1:
Skill-building workshops.
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TACTIC 1:
Create four skill-building workshop events targeting mid-level professionals.

Workshop topics could include, but are not limited to, social media, crisis
communication, internal communication, investor relations and tech
communication.
TACTIC 2:
Promote skill-building workshops on Facebook, LinkedIn and in the PRSA PDX

newsletter.
STRATEGY 2:
Referral program.
TACTIC 1:
Create and implement a refer a friend discount program in which current

mid-level professional members can receive a discount for referring another
mid-level professional to become a PRSA Portland Metro Chapter member.
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MESSAGING
PRIMARY PUBLIC:
Young professionals ages 22 to 30.
PRIMARY MESSAGE:
Develop your skills and progress in your career.
SECONDARY MESSAGE 1:
We want to continue to help you progress in your career and find opportunities to
network within our chapter.
The PRSA Portland Metro Chapter appreciates the support from recent graduates
entering our chapter.
We look forward to our new members growing our chapter and continuing the PRSA
Portland Metro Chapter legacy.
SECONDARY PUBLIC:
Mid-level professionals ages 30 to 45
PRIMARY MESSAGE:
Networking and skill-building are always crucial to advancing your career.
The PRSA Portland Metro Chapter provides volunteer opportunities that allow
industry professionals to share and improve their skills.
PRSA Portland Metro Chapter fosters a collaborative community offering influential

networking and skill building opportunities.
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BUDGET
Strategy
Tactic
Cost Per Unit
# of Units
New Pros
Social Media
Campaign
Twitter Posts
LinkedIn Posts
$0
$0
180
120
$0
$0
New Pros
Member
Spotlights
Newsletter
Posts
Twitter Posts
LinkedIn Posts
$0
14
$0
$0
$0
14
14
$0
$0
New Pros
Member
Survey
SurveyMonkey $0
$0
New Pros
Membership
Events
Networking
Events
$0
$0
Volunteer
Opportunities
Paper
Handouts
$0.12
1,050
Volunteer
Infographic
Indesign or
Piktochart
$0
14
$0
Volunteer
Incentives
Gift Cards
$50.00
14
$700.00
Skill building
Workshops
Workshops
$0
Referral
Program
Membership
$0
Agency Time
Allen Hall
Public
Relations
$500
TOTAL
Total
$126.00
$0
$1,500.00
$2,326.00
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TIMELINE
MARCH
Chapter Relations
Create and distribute a volunteer opportunity sheet at chapter meetings
that outlines and advertises monthly volunteer opportunities within the
chapter.
Create and send out a volunteer survey to current PRSA Portland Metro
Chapter members.
Social Media
Implement PRSA Portland Metro Chapter New Pros social media campaign
Promote the PRSA Portland Metro Chapter New Pros networking event
in April on Twitter, on LinkedIn and in the monthly newsletter.
Create a new LinkedIn page for PRSA Portland Metro Chapter New Pros.
Create and publish two weekly content pieces for PRSA Portland Metro
Chapter New Pros LinkedIn page.
Create and publish three tweets weekly on the PRSA Portland Metro
Chapter New Pros (@newprosprsa).
Post PRSA Portland Metro Chapter New Pros Spotlight across social
media channels (e.g., New Pros Twitter, New Pros LinkedIn, PRSA
Portland Metro Chapter FB) and in monthly newsletter.
Post monthly volunteer opportunity infographic across social media
channels on the first of the month.
APRIL
Chapter Relations
chapter.
Events
Host a PRSA Portland Metro Chapter New Pros networking event.
Social Media
PRSA PDX New Pros continued implementation
Post photos and follow-up of the PRSA Portland Metro Chapter New
Pros networking event in April on Twitter, LinkedIn, and in the monthly
newsletter.
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media channels (e.g., New Pros Twitter, New Pros LinkedIn, PRSA
Portland Metro Chapter FB) and in monthly newsletter.
MAY
Chapter Relations
chapter.
Social Media
PRSA Portland Metro Chapter skill-building workshop promotion
Promote skill-building workshops on Facebook and LinkedIn weekly
Promote skill-building workshop in the PRSA Portland Metro Chapter
Mays newsletter
PRSA Portland Metro Chapter New Pros continued implementation
Promote PRSA Portland Metro Chapter New Pros networking event in
June on Twitter, LinkedIn, and in the monthly newsletter.
media channels (New Pros Twitter, New Pros LinkedIn, PRSA Portland
Metro Chapter FB) and in monthly newsletter.
Post monthly volunteer opportunity infographic across social media channels
on the first of the month.
JUNE
Chapter Relations
that outline and advertise monthly volunteer opportunities within the
chapter.
Events
Host a PRSA Portland Metro Chapter skill-building workshop.
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Social Media
Post photos and follow-up of PRSA Portland Metro Chapter New Pros
networking event in June on Twitter, LinkedIn, and in the monthly
newsletter.
Post photos and follow-up of Junes skill-building workshop across
social media channels.
JULY
Chapter Relations
chapter.
Social Media
PRSA Portland Metro Chapter New Pros continued implementation.
August on Twitter, LinkedIn, and in the monthly newsletter.
media channels (New Pros Twitter, New Pros LinkedIn, PRSA PDX FB)
and in monthly newsletter.
AUGUST
26
Chapter Relations
chapter.
Events
Social Media
Post photos and follow-up of PRSA Portland Metro Chapter New Pros
networking event in August on Twitter, LinkedIn, and monthly
newsletter.
media channels (New Pros Twitter, New Pros LinkedIn, PRSA PDX FB)
and in monthly newsletter.
SEPTEMBER
Chapter Relations
chapter.
Social Media
PRSA Portland Metro Chapter skill-building workshop promotion.
Promote skill-building workshops on Facebook and LinkedIn weekly.
Promote skill-building workshop in the PRSA PDX October newsletter.
October on Twitter, LinkedIn, and in the monthly newsletter.
Create and publish two weekly content for PRSA Portland Metro
27
OCTOBER
Chapter Relations
chapter.
Events
Social Media
Post photos and follow-up of Octobers skill-building workshop across
Post photos and follow-up PRSA Portland Metro Chapter New Pros
networking event in October on Twitter, LinkedIn, and in the monthly
newsletter.
NOVEMBER
Chapter Relations
chapter.
Social Media
PRSA PDX New Pros continued implementation
28
Promote PRSA PDX New Pros networking event in December on Twitter,

LinkedIn, and in the monthly newsletter.
Create and publish two weekly content pieces for PRSA PDX New Pros
LinkedIn page.
Create and publish three tweets weekly on the PRSA PDX New Pros
(@newprosprsa).
Post PRSA PDX New Pros Spotlight across social media channels (New
Pros Twitter, New Pros LinkedIn, PRSA PDX FB) and in monthly
newsletter.
DECEMBER
Chapter Relations
chapter.
Events
PRSA Portland Metro Chapter New Pros networking event
Social Media
networking event in December on Twitter, LinkedIn, and in the monthly
newsletter.
JANUARY
Chapter Relations
chapter.
29
Social Media
Promote skill-building workshop on Facebook and LinkedIn weekly.
Promote skill-building workshop in the PRSA Portland Metro Chapter
Februarys newsletter.
February on Twitter, LinkedIn, and in the monthly newsletter.
Post PRSA PDX New Pros Spotlight across social media channels (New
Pros Twitter, New Pros LinkedIn, PRSA Portland Metro Chapter FB) and
in monthly newsletter.
FEBRUARY
Chapter Relations
chapter.
Events
Social Media
PRSA Portland Metro Chapter skill-building workshop promotion.
Post photos and follow-up of Februarys skill-building workshop across
networking event in February on Twitter, LinkedIn, and in the monthly
newsletter.
30
MARCH
Chapter Relations
chapter.
Social Media
April on Twitter, LinkedIn, and in the monthly newsletter.
APRIL
Chapter Relations
chapter.
Events
Social Media
networking event in April on Twitter, LinkedIn, and in the monthly
newsletter.
MAY
31
Chapter Relations
chapter.
Events
Social Media
MEDIA LIST
PRINT/ONLINE
Portland Business Journal

Location: Portland, Oregon
Address: 851 SW Sixth Ave., Suite 500 Portland, OR 97204
Phone Number: 503-219-3450
Contact: http://www.bizjournals.com/portland/about-us/contact?
ex=contact&type=press
Website: http://www.bizjournals.com/portland
Oregon Herald
Address: PO Box 3753, Portland, OR 97208
Phone Number: N/A
Contact: http://www.oregonherald.com/feedback/contact.cfm
Website: http://www.oregonherald.com/
Oregon Live
Address: 1500 SW First Ave., Suite 400 Portland, OR 97201
Contact: http://www.oregonianmediagroup.com/contact/
Website: http://www.oregonlive.com/#/0
Portland Tribune
Address: 6605 S.E. Lake Road, Portland, OR 97222
Contact: http://portlandtribune.com/portland-tribune-contact-us
Website: www.portlandtribune.com
Portland Mercury
Address: 115 SW ASH ST. SUITE 600 Portland, OR 97204
Contact: news@portlandmercury.com
Website: http://www.portlandmercury.com
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Portland Monthly Magazine

Address: 921 SW Washington Street, Suite 750 Portland, OR 97205
Contact: news@portlandmonthlymag.com
Website: http://www.pdxmonthly.com
Portland Observer
Address: 4747 NE Martin Luther King Jr. Blvd Portland, OR 97211
Contact: news@ portlandobserver.com
Website: http://portlandobserver.com
The Skanner
Address: The Skanner News P.O. Box 5455 Portland, OR 97228
Contact: http://www.theskanner.com/get-in-touch
Website: http://www.theskanner.com
TELEVISION
KPTV 12 (Fox)
Address: 14975 NW Greenbrier Pkwy Beaverton, OR 97006
Contact: fox12news@kptv.com
Website: http://www.kptv.com
KOIN 6 (CBS)
Address: KOIN-TV 222 SW Columbia St. Portland, OR 97201
Contact: http://koin.com/more/contact-us/
Website: http://koin.com/category/news/local-news/
KATU 2 (ABC)
Address: 2153 N.E. Sandy Blvd. Portland, OR 97232
Contact: newstips@katu.com
Website: http://katu.com
33
KGW 8 (NBC)
Address: 1501 SW Jefferson Street Portland, OR 97201
Contact: http://www.kgw.com/about/contact-us
Website: http://www.kgw.com
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PRSA PDX FACT SHEET

OVERVIEW
The PRSA Portland Metro Chapter was established in 1960 and has more than 250
professional members. The Portland Metro Chapter targets public relations
professionals in Oregon and Southwest Washington. The Portland Metro Chapter is
led by a volunteer board of directors who create dynamic programming and events
for members.
MISSION
The mission of PRSA PDX is to advance the art and science of public relations in the
public interest.
MEMBERSHIP
PRSA PDX has 256 members throughout the Oregon and Southwest Washington.
PRSA PDX members hold the professional titles including but not limited to
Presidents, Vice Presidents, Consultants, Managers, Directors and Account
Executives. Members also work with agencies and in-house communications.
INITIATIVES
Advocacy -PRSAs advocacy program demonstrates the leadership role of

practitioners within the public relations profession and in the global community.
PRSA revised its advocacy program in 2010 to focus on three core areas:
the business value of public relations
ethics
diversity within public relations
The Portland Metro Chapter Advocacy team has the opportunity to build this area of
our organization from the ground up, demonstrating the positive role of ethical and
transparent public relations in our communities.
Volunteer - PRSA PDX invites members (and non-members) to help to plan our
events and programs. Volunteer opportunities are offered in special events, media
relations, strategic planning and various other specialities.
EVENTS
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PRSA PDX signature events include the annual Spotlight Awards and the
Communicators Conference that is held in partnership with the Oregon-Columbia
chapter of the International Association of Business Communicators.
PRSA PDX also hosts events for new professionals, Master Minds and industry
groups. Along with an Inside the Newsroom series to keep members current and
connected.
LEADERSHIP
President, Chief Executive Officer and Leadership Assembly Delegate Mark

Mohammadpour, APR
President-Elect, Leadership Assembly Delegate and Chief Development
Officer Colby Reade, APR
Immediate Past President, Treasurer and Chief Financial Officer Taraneh Fultz,
APR
Secretary and Chief Operations Officer Erin Merz, M.A., APR
VP Public Relations and Chief Communications Officer Noelani Baker
VP Member Relations and Chief Relationship Officer Jean Kempe-Ware, APR
Chief Advocacy Officer Tracey Lam, APR
Leadership Assembly Delegate Madeline Turnock, APR
Dir. Career Development Kathy Hubbell, APR, Fellow PRSA
Dir. Development Beverly Brooks
Dir. Events Becca Sterbenz
Dir. Recognition Prapat Jojoe Nujoy
Dir. Service Julie Williams, APR
CONTACT
PRSA Portland Metro Chapter, PMB #111

5331 SW Macadam Ave., Suite 258
Portland, OR 97239.
www.prsapdx.org
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STORY IDEAS
STORY 1
Pitch Angle: PRSA Portland Metro Chapter Communicators Conference

The Portland Metro Chapter of the Public Relations Society of America, will
be holding their 20th annual Communicators Conference on May 2, 2016.
This conference is designed to connect public relations and
communications specialists.
Target Outlet: Portland Business Journal, Oregon Tribune and Portland
Monthly and KPTV.
Timing: April 2016
STORY 2
Pitch Angle: PRSA PDX Communicators Conference - Follow Up

The Portland Metro Chapter of the Public Relations Society of America,
held their 20th Communicators Conference on May 2, 2016. (Include
speakers and how many attended conference)
Target Outlets: Portland Business Journal, Oregon Tribune and Portland
Monthly and KPTV.
Timing: Mid May 2016
STORY 3
Pitch Angle: PRSA Portland Metro Chapter New Pros Program

The Portland Metro Chapter of the Public Relations Society of America is
implementing a new program focused towards encouraging entry-level
professionals and recent graduates into the public relations industry. The
New Pros Program establishes connections between mid-level
professionals and the New Pros. PRSA PDX chapter will be hosting
networking events every other month starting April 2016.
Target Outlets: Portland Business Journal, The Skanner (calendar), Oregon
Tribune and Portland Monthly and KPTV.
Timing: April 2016 and monthly for each event
STORY 4
Pitch Angle: PRSA Portland Metro Chapter skill-building workshops

The Portland Metro Chapter of the Public Relations Society of America are
starting skill-building workshops to teach new and useful public relations
38
skills. These workshops will focus on improving skills within Twitter,

Facebook, LinkedIn, Instagram and Snapchat. Public relations professional
will be learning industry leading techniques.
Target Outlets: Portland Business Journal, The Skanner (calendar), Oregon
Tribune, Portland Monthly and KPTV.
Timing: End of May 2016
39
EVALUATION PLAN
PRIMARY PUBLIC:
Young professionals ages 22 to 30
Goal 1: Educate young professionals ages 22 to
30 about the PRSA Portland Metro Chapter
membership benefits.
OBJECTIVE 1:
Increase awareness among young professionals ages 22 to 30 about the PRSA

Portland Metro Chapter membership benefits by 15 percent by May 2017.
Evaluation: To evaluate our success, we will measure how many new followers
we acquire on the New Pros Twitter and LinkedIn accounts along with
measuring social media analytics. We will then compare the followers and
interactions over the 14-month period.
OBJECTIVE 2:
Increase positive sentiment among young professionals ages 22 to 30 toward the

PRSA Portland Metro Chapter membership benefits by 5 percent by September
2016 and an additional 10 percent by May 2017.
Evaluation: To evaluate our success, we will conduct surveys in September
2016 and May 2017 by email to a random sample of current young
professionals to then compare with the results. We will also measure positive
sentiment evaluating how many new followers we acquire on the New Pros
Twitter and LinkedIn accounts along with measuring social media analytics. We
will then compare the followers and interactions over the 14-month period.
40

membership among young professionals ages 22
to 30.
OBJECTIVE 1:
Increase PRSA Portland Metro Chapter membership among young professionals

ages 22 to 30 by 10 percent by May 2017.
Evaluation: To evaluate our success, we will track event attendance and
evaluate membership increases of young professionals ages 22 to 30.
SECONDARY PUBLIC:
Mid-level professionals ages 30-45
Goal 1: Educate current mid-level professionals
ages 30 to 45 within the PRSA Portland Metro
Chapter about volunteer opportunities and
benefits.
OBJECTIVE 1:
Increase awareness among mid-level professionals ages 30 to 45 within the PRSA

Portland Metro Chapter about volunteer opportunities and benefits by 10 percent by
May 2017.
Evaluation: To evaluate our success, we will evaluate the increase of volunteers
and send out a follow-up survey to see if members are satisfied with
opportunities provided.
OBJECTIVE 2:
Increase positive sentiment among mid-level professionals ages 30 to 45 within the

PRSA Portland Metro Chapter toward volunteer opportunities and benefits by 10
percent by May 2017.
41
Evaluation: To evaluate our success, we will evaluate the increase of volunteers

and send out the same follow-up survey to see if members are satisfied with
opportunities provided.
OBJECTIVE 1:
Increase PRSA Portland Metro Chapter membership among mid-level professionals

ages 30 to 45 by 10 percent by May 2017.
Evaluation: To evaluate our success, we will evaluate attendance at skillbuilding workshops along with social media analytics on posts promoting the
workshops. We will also evaluate how many members were attained through
the referral program.
PARTING SHOT
42
As stated at the beginning of this public relations plan, our aim is to increase
membership within the PRSA Portland Metro Chapter. In order to accomplish our
goals, we identified our target publics through research conducted about the PRSA
Portland Metro Chapter on a local and national level. Through our research, we
identified our two target publics. These publics are young professionals ages 22 to
30 and mid-level professionals ages 30 to 45. In this plan we highlighted a theme of
benefits that the PRSA Portland Metro Chapter is able to provide its members. The
benefits guided us to our goals, objectives, strategies, tactics, and messaging for
each public.
In order to raise positive sentiment, awareness and membership toward the PRSA
Portland Metro Chapter, it is important to emphasize the opportunities the chapter
provides for PR professionals in Oregon and Southwest Washington.
43
MEET THE TEAM

My name is Alison Milligan. I am a senior at the University of Oregon,
pursuing a Bachelor of Science degree in public relations with a minor
in multimedia. Outside of school, I enjoy traveling and drinking
copious amounts of overpriced coffee. In public relations, my interests
lie in the areas of corporate communication, investor relations and
brand management. After graduation, I hope to move to New York City
and pursue my career goals.
My name is Anne Elorriaga. I was raised as a native Portlandian. I am a

student at the University of Oregon, pursuing a degree in public
relations and journalism, as well as a minor in Spanish. Outside of my
academic pursuits, I enjoy playing volleyball and trying out new foods,
especially any sort of breakfast pastry at any hour. In my future career, I
intend to work in the food and beverage industry of PR and acquire my
law degree.
My name is Lauren Cleaner. I grew up on a family ranch in Colfax,

California. I attend the University of Oregon, pursuing a degree in
public relations with a minor in business administration. In my spare
time I like to quote Will Ferrell movies, eat at new restaurants and
attend as many concerts as I can. I look forward to working in
entertainment PR or experiential marketing after graduation, where I
am able to apply my strong work ethic
My name is Tatiana Skomski. I am originally from San Diego, California

and am now a senior at the University of Oregon pursuing a Bachelor of
Arts in public relations. I practice yoga and love to spend time with my
dog, Lola. My interests lie in the areas of brand management, crisis
communication and corporate communication. I hope to work in an
agency setting in the Pacific Northwest postgraduate.
44
APPENDICES
SAMPLE SOCIAL MEDIA POSTS
* AN INFOGRAPHIC WILL BE ATTACHED IN THE FACEBOOK POST, THE POST SIMULATOR LACKED THE FILE ATTACHMENT FEATURE.
45
46
47
REFERENCES
Join PRSA. PRSA Portland Metro Chapter. N.p., 2015. Web. 13 Jan. 2016.
Collegiate. AMA PDX. N.p., n.d. Web. 13 Jan. 2016.
Young Professionals. AMA PDX. N.p., n.d. Web. 13 Jan. 2016.
Professional. AMA. N.p., n.d. Web. 13 Jan. 2016.
PHRMA MEMBERSHIP. PHRMA Membership. N.p., n.d. Web. 13 Jan. 2016.
Young Professionals [EPOP]. Emerging Professionals of Portland. N.p., n.d. Web. 13
Jan. 2016.
2016 Membership Dues Increase Approved. Microbe Magazine 10.10 (2015): 432.
Web. 13 Jan. 2016.
Gresham (city) QuickFacts from the US Census Bureau. Gresham (city) QuickFacts
from the US Census Bureau. N.p., n.d. Web. 13 Jan. 2016.
Your Geography Selections. American FactFinder. N.p., n.d. Web. 13 Jan. 2016.
Portland (city) QuickFacts from the US Census Bureau. Portland (city) QuickFacts
Vancouver (city) QuickFacts from the US Census Bureau. Vancouver
(city)"QuickFacts from the US Census Bureau. N.p., n.d. Web. 13 Jan. 2016.
Your Geography Selections. American FactFinder. N.p., n.d. Web. 13 Jan. 2016.
Beaverton (city) QuickFacts from the US Census Bureau. Beaverton (city) QuickFacts
Wilsonville (city) QuickFacts from the US Census Bureau. Wilsonville (city)
QuickFacts from the US Census Bureau. N.p., n.d. Web. 13 Jan. 2016.

Prsa PDX Strategicplan

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14-MONTH STRATEGIC PUBLIC

PRSA PORTLAND METRO CHAPTER PR PLAN

PRSA PORTLAND METRO CHAPTER PR PLAN

PRSA PORTLAND METRO CHAPTER PR PLAN

CORE PROBLEM STATEMENT

PRSA PORTLAND METRO CHAPTER PR PLAN

PRSA PORTLAND METRO CHAPTER PR PLAN

BACKGROUND OF PRSA PORTLAND

PORTLAND METRO CHAPTER

PRSA PORTLAND METRO CHAPTER PR PLAN

INDUSTRY AND OPERATIONAL

PRSA PORTLAND METRO CHAPTER PR PLAN

AMERICAN MARKETING ASSOCIATIONPORTLAND CHAPTER

PORTLAND HUMAN RESOURCE MANAGEMENT

PRSA PORTLAND METRO CHAPTER PR PLAN

EMERGING PROFESSIONALS OF PORTLAND

INTERNATIONAL ASSOCIATION OF BUSINESS

The Oregon-Columbia Chapter of the International Association of Business

PRSA PORTLAND METRO CHAPTER PR PLAN

DEMOGRAPHICS BY CITY (ACCORDING TO 2010

Lake Oswego, Ore.

PRSA PORTLAND METRO CHAPTER PR PLAN

PRSA PORTLAND METRO CHAPTER PR PLAN

Many networking events

Poor social media engagement

Engage and retain younger PR professionals

PRSA PORTLAND METRO CHAPTER PR PLAN

Members may not have time to attend events

PRSA PORTLAND METRO CHAPTER PR PLAN

The secondary public we plan to target is mid-level professionals ages 30 to 45.

PRSA PORTLAND METRO CHAPTER PR PLAN

GOALS, OBJECTIVES, STRATEGIES

Increase awareness among young professionals working in the public relations

New Pros social media campaign.

PRSA PORTLAND METRO CHAPTER PR PLAN

Increase positive sentiment among young professionals ages 22 to 30 toward

PRSA Portland Metro Chapter New Pros member spotlights.

Choose one young professional member of PRSA Portland Metro Chapter

Engage on social media.

Goal 2: Increase PRSA Portland Metro Chapter

Increase PRSA Portland Metro Chapter membership among young

PRSA PORTLAND METRO CHAPTER PR PLAN

Seven membership events.

Create four bi-monthly networking events targeting young professionals in

Contact local Oregon and Southwest Washington public relations employee

Email PRSA Portland Metro Chapter informational flyers to human resource

PRSA PORTLAND METRO CHAPTER PR PLAN

Increase awareness among mid-level professionals ages 30 to 45 within the

Chapter based handouts.

Create and distribute a volunteer handout / sign-up sheet at chapter meetings

Create online survey outlining volunteer opportunities and inquiring about

Follow up with members who participated in survey and showed interest in

PRSA PORTLAND METRO CHAPTER PR PLAN

Create an infographic to distribute on Facebook, LinkedIn and the chapter

Increase positive sentiment among mid-level professionals ages 30 to 45

Create incentives for volunteering.

Goal 2: Increase PRSA Portland Metro Chapter

Increase PRSA Portland Metro Chapter membership among mid-level

PRSA PORTLAND METRO CHAPTER PR PLAN

Create four skill-building workshop events targeting mid-level professionals.

Promote skill-building workshops on Facebook, LinkedIn and in the PRSA PDX

Create and implement a refer a friend discount program in which current