Hidden Psychographic Issues That Impact Your Messages
Do you know who your audience is? Are you sure?
And are they listening? Don’t be so sure.
Grouping customers by race, age and gender isn’t enough in a world that demands personalization. Professional communicators in all disciplines, from PR to sales to advertising, must focus on psychographics that go beyond statistical categories to identify target audiences by shared generational attitudes and lifestyle preferences if they want their audiences to get the message. Debra Bethard-Caplick will take you on a tour of your audience’s mind, and how to connect the dots between attitudes and messaging.
Debra Bethard-Caplick, MS, MBA, APR
Debra Bethard-Caplick is the co-founder and managing partner of Quicksilver Edge Strategic Communications, an award-winning public relations firm that provides expertise in public relations, crisis communications, strategic planning, public policy and reputation management at for- and non-profit organizations and agencies. Debra is the chair of the PRSA Midwest District and the immediate past president of PRSA Suburban Chicago. She is a Life Member of the International Association of Business Communicators and is the Chief Ambassador of the Illinois Jaycees. She is a nationally recognized speaker, and also teaches PR and advertising writing at DePaul University.
Tuesday, September 9th
DOC Wine Bar in Lombard, IL
Networking – 6:00 pm
Dinner and program – 6:30 pm
Navigating the Hiring Process with Talent Acquisition Specialist Laura McDermott
Are you looking to make that next career move in PR, Marketing, or Communication, but don’t quite know how to navigate today’s hiring process? Laura McDermott, Talent Acquisition Specialist with Esquire Recruiting, LLC, will provide tips you can use during your next job search as well as go over the current state of the job market for public relations and communication professionals. Continue reading Live Webinar: Navigating the Hiring Process
Congratulations to Suburban Chicago Members Debra Bethard-Caplick and Chris Orris for winning the Silver Anvil Award from PRSA. Debra, founder of Quicksilver Edge Strategic Communications, and Chris, an account executive for the firm, received the award in New York City. The Silver Anvil recognizes outstanding achievement in strategic public relations planning and implementation.
Quicksilver Edge and account exec Chris Orris received the 2014 Silver Anvil Award for its Windforge Kickstarter Campaign: Saving a Game Developer’s Dream Against All Odds campaign in the Marketing Consumer Products category. Independent Canadian video game developer Snowed In Studios had a dream: to develop and launch their own video game, not merely develop the games designed by larger companies. After years of work the dream was in sight, if they could raise $50,000 through a crowd funding website, Kickstarter. But with 15 days till time ran out on their dream, they were still short by $34,000. Quicksilver Edge Strategic Communications took up the challenge to market the game and the crowd funding effort, and help Snowed In reach their goal – and did, with just 62 seconds to spare. Just two days previously, the campaign earned an Award of Excellence at the PRSA Chicago Skyline Awards. Continue reading Quicksilver Edge Strategic Communications Wins 2014 PRSA Silver Anvil Award WindForge Kickstarter Campaign Gains National Recognition for Innovation and Creativity
We’re all about stories in PR. But stories and storytelling aren’t the same thing. We know that storytelling is critical to the persuasion that is the basis of what we do for our clients and employers. So why aren’t we more successful at it?
Telling stories to communicate and persuade is at the heart of all business activity. We tell stories to persuade audiences to buy our products or services, to explain to employees and colleagues what our strategic plan is, to communicate with investors, analysts and the media about our stock, our new products and what our mission is. But despite the critical importance of storytelling in communication, many of us struggle to with it. We have trouble communicating our stories, much less make them inspiring. Too often, we get lost in the bog of PowerPoint slides, formulaic news releases, and overworked statements vetted and sanitized by corporate executives and legal counsel until the story is lost. Even our most creative and carefully planned efforts are routinely dismissed or greeted with skepticism. Continue reading Storytelling vs. Stories in Public Relations with Guest Speaker Jon Ratliff
Pat Hansen received PRSA SCC’s “Outstanding Member of the Year” award for 2013. The Suburban Chicago Chapter is fortunate to have Pat on the board of directors. As the chapter continues to change and grow, Pat offers her insight and ideas to help members create an organization that benefits the profession.
Thank you for the chapter’s recognition as the 2013 Outstanding Member of the Year. I’m very humbled.
Contributing to the Suburban Chicago PRSA chapter and being on its board of directors for three years has been rewarding. That’s why I make the extra effort to travel some 60 miles each way to chapter meetings and have committed to another three year term on the board. You see, I enjoy the dynamic group of individuals in the chapter and feel that each adds to the chapter experience.
In addition, our local Suburban Chicago PRSA Chapter simplifies networking. It supports the development of individual skills. It helps individuals prepare for PRSA Accreditation, an important recognition of their talents and abilities. It provides a supportive setting for professionals who enjoy being with others in the field.
That is very important on a personal and professional level. The introduction of new technology and new tools is driving the evolution of public relations at a rather quick pace. Staying current is critical. Being a part of the PR community is essential.
Pat Hansen, APR, Counselor, Hansen Communications, Kankakee, IL
You’ve heard Michael Smart talk about how to transform your pitch from snooze to news. Now, hear more about how to get journalists’ and bloggers’ attention, and turn it into action.
Some PR pros are consistently landing top-tier coverage for products and services across all industries. In many cases, journalists thank them for reaching out and following up. How do they do it? During this webinar, you’ll find dozens of practical tips that will immediately boost your media and blog coverage. You’ll also learn what to say or write to grab journalists’ and bloggers’ attention every time.
Actual pitches from several industries that landed top-tier coverage.
How to shape routine or mundane facts into angles that journalists and bloggers crave.
Follow-up emails that spurred journalists to action.
Michael Smart, principal, MichaelSMARTPR Smart has trained more than 4,500 communicators around the world on how to boost their media and blog placements, including pros from Aflac, Disney, Hilton, Honda, Edelman, Wells Fargo and many other organizations. He has twice been a top-rated presenter at the PRSA International Conference.
Thursday, April 17 from Noon-1 p.m.
This webinar will not be available for playback.
April is Accreditation month at PRSA, a time to learn how Accreditation in Public Relations (APR) can take your career to the next level. APR is a voluntary certification program for PR professionals. Earning your APR demonstrates your commitment to the profession and to its ethical practice by advancing the Readiness Review process and passing the computer-based APR Examination. Continue reading April is Accreditation Month
Ever had to deal with a non-PR boss that just doesn’t “get it?” Finding yourself teaching and coaxing your company’s executives to prepare for media interviews and crisis communication situations, only to run up against overconfidence and a lack of understanding just how important advance preparation is before going into interviews? Or are you just needing to perfect your counseling techniques? Now’s your chance! Preparing the non-PR executive for that encounter can be one of the most difficult tasks we encounter, and can set the stage for a successful campaign….or a disastrous one.
Join PRSA Suburban Chicago Tuesday, April 8th as we host Josh Kaufman, APR, presenting “Successfully Coaching the Non-PR Executive.” Josh will tackle one of every PR executive’s main headaches, how to prepare and coach non-PR executives for media interviews and crisis communication situations, and will highlight the evening with examples and best practices.
Josh Kauffman is a senior strategic communications consultant at NTT Data, a subsidiary of a Global Fortune 32 company and the largest information technology and telecommunications service company in the world.
Josh provides strategic communications, public relations, organizational change management, internal communications and business analysis service to Fortune 100 clients in financial and insurance industries. In addition, he is also the global marketing communications advisor and publicist at Zukunft Group (ZG) Worldwide, an international contracting company that provides media training, process management and health care services to mid-size companies.
Prior to recruitment by NTT Data and ZG Worldwide, Josh worked at the Illinois Department of Transportation (IDOT) and was promoted three times in four years – from public relations staff assistant to marketing communications coordinator to public information officer and spokesperson.
Tuesday, April 8th
Networking – 6:00 pm
Dinner and program – 6:30 pm
The 1980s, rock ‘n’ roll, bad hair and PR have more in common than you might think. But don’t just take our word for it. Join the Midwest District Conference in Springfield, Missouri, June 18-20 to hear breakout session speaker Rodger Roeser share how his experience as a 1980s rocker proved insightful for running successful PR programs today. Continue reading