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Internet Edition, March 1, 2000, Page 1


Ford Motor Co. has named Jason Vines as VP, communications.

Vines, whose duties include IR, has replaced Vaughn Koshkarian, who was recently named VP, Ford Asia Pacific Operations.

Vines held a variety of PR executive positions at Chrysler before joining Nissan North America in 1998 as VP/external affairs.

Nissan promoted Debra Sanchez Fair to VP, external affairs.


E. Bruce Harrison will step down as executive director of the New York-based Arthur W. Page Society in June. His replacement has not been named.

Jim Murphy is president of the Society’s board of trustees.

Harrison, who sold his firm to Ruder Finn in 1997 to join the Society on a part-time basis, said he will turn his attention fulltime to "my corporate counsel practice" in Washington, D.C.

Harrison said the Society is in its "best financial condition" ever.

The Society’s Spring Seminar is scheduled for April 5-6 in New York.   


Jody Powell, chairman and CEO of Powell Tate, Washington, D.C., said the recent departures of PT executives is "not a grave concern."

A report in the Washington Post Feb. 25 said the D.C. PR industry is "buzzing" about former Powell Tate people leaving for other shops since PT was taken over by Shandwick PA in December.

Recent notable departures include Read Scott-Martin for the Rasky/Baerlein Group; Ken Vest to start Vest Comms.; Jackie Nedell for Porter Novelli; Thomas McMahon for Brodeur Worldwide and Julia Sutherland for Ketchum.

"It’s almost inevitable you lose some people in a merger," Powell told the Post.  He added that many departures can be attributed to the company’s employee stock ownership plan, which had a big payoff in December.

Shandwick CEO Michael Petruzello said some departures were people "at the end of their careers."


Gateway computers has picked Stoorza, Ziegaus & Metzger, San Diego, to oversee a network of PR pros and firms around the country.

SZ&M has replaced the Weber Group, which Gateway dropped in August 1999.

Gail Stoorza-Gill said she will look for PR firms and pros to share the work.

Alan Ziegaus, SZ&M president is leaving after 20 years to pursue other interests.


Samsung Electronics America has named HWH PR, New York, to handle PR for its new office automation division, which is based in Rancho Dominguez, Calif.

The agency will handle the division’s lines of printers, fax machines and multi-function devices.

HWH has worked with Samsung’s consumer electronics and information systems divisions, based in San Jose, for the past six years.


Paris-based Havas Advertising, which owns Creamer Dickson Basford, New York, is buying Snyder Communications, Columbia, Md., which owns Arnold PR, Boston, for $2.1 billion.

The sale is scheduled to close at mid-year, subject to shareholder and antitrust approval.

Microsoft Corp. has named Edward Tobin, VP for public policy at US West and former aide to Massachusetts Governor William Weld, as its senior director for corporate affairs...Mark B. Cohen has joined the Cleveland Clinic Foundation, which owns several hospitals in the Cleveland area, as executive director of PR.  He previously was PR/marketing director for Wuesthoff Health Systems, Rockledge, Fla...Nick May, Edelman's global director of healthcare, will join Ogilvy PR Worldwide in April as president of its European operations. He will be based in London. May replaces Paul Philpotts, who recently left Ogilvy...Ronald C. Kuykendall, previously VP/director of corp. comms. at A.G. Edwards, joined American Management Systems, Fairfax, Va., as VP/corp. comms...Barbara Alvarez, who currently airs a news feature every other Thursday on "The Early Show" on CBS-TV, has joined Virgil Scudder & Assocs., New York, to train celebrities for media appearances.

Internet Edition, March 1, 2000, Page 2


Jack Bergen, who heads the Council of PR Firms, said he "totally disagreed" with both the tone and substance of a remark by PRSA head Ray Gaulke that the CPRF is unnecessary.

Jack Bergen
Jack Bergen

In a talk Feb. 16 to the PRSA/New Jersey chapter, Gaulke, who is president/COO of PRSA, said the formation of CPRF, which was started 18 months ago to promote the use of PR, "happened at the wrong time" (NL, Feb. 23).
Gaulke said business is so good some members are turning away clients, and "everybody is extremely proud of saying 'no.' Today’s PR firm does not have to date everybody that knocks on the door."

Bergen said a "key emphasis" has been put on finding new PR talent, and not just on selling PR as a marketing tool.

Ray Gaulke
Ray Gaulke

Bergen, who said he is spending 50% of his time on this effort, feels the "shortage of people" is a major reason why some Council members have to turn down new business.

"CPRF members are committed to satisfying the needs of clients. They have to tell prospective clients that they simply cannot service you if we don't have the people," said Bergen, who believes Gaulke’s comment makes PR firms look "arrogant."

Bergen said Gaulke’s remark about what might happen to CPRF if "one large firm pulls out" was an "insult" to people who run the agencies.

"They don’t have a pack mentality; they each have their own reasons for joining," said Bergen, who added he did not know of any members leaving.

Bergen said CPRF has lost one member since it was started, and last month added six new firms, including two top 50 firms--Cunningham Communication and Noonan/Russo Communications.

The CPRF’s total membership stands at 118.

Bergen Wages War on "Spin Masters"

Bergen said PR professionals must declare war on image-makers and spin masters.

"Let us change our vocabulary and our conduct. Replace image with integrity and spin with substance," Bergen said in a Feb. 24 speech to a group of Houston business leaders and members of IABC.

Bergen, who described the current approaches to measuring the effect of reputation on a company’s business performance and stock price as primitive, called on the accounting industry to develop ways to measure intangibles like reputation.

"The American public’s trust in their leaders and institutions is at an all-time low. This year’s political spectacle will undoubtedly increase the distrust ...and disgust," he said.

"Confidence in American business leaders and institutions will join in that downward spiral unless companies invest in the foundations of trust--reputation and relationships. But those are intangibles, not easily related to the bottom line.

"So we must find ways to measure the benefits of a strong reputation," said Bergen.


The multiple stakeholder approach of PR works better than advertising in today’s new media; places PR at the center of communications, and positions PR pros as "navigators of the digital economy," according to Richard Edelman, president and CEO of Edelman PR Worldwide.

Richard Edelman
Richard Edelman
"Our industry’s speed to market, ability to customize messages by audience and our links to credible third parties are competitive advantages in today’s new media environment and increasing use of the Internet," he told PRSA/Dallas Chapter on Feb. 18.

"In dealing directly with users of information on a more frequent basis, we are creating content.

We clearly have an obligation to employ the same standards a publisher uses in terms of credible sources, accuracy of data and immediacy of dissemination.

"This is a unique opportunity that we cannot afford to lose by relying on what some call spin or hype," he said.

"People are ignoring online ads. There’s very little click-through from banner ads. People are online in search of content on technology, e-commerce and advice for individual investors," he noted.

An example of the growing demand for PR is crisis communications, which combines traditional crisis management personal skills with new Internet tools, according to Edelman.

"We need to help clients avoid the snowballing of negative coverage by aggressively countering errors, misstatements or inadequate reporting. Responses now must be calibrated by audience and given in minutes. That is what communicating with the public involves today, and that is the service that PR professionals know how to provide the best," he said.


The percentage of companies measuring corporate reputation doubled over the last year, but the majority of boards of directors do not use enhancement of corporate reputation as a key test in determining pay for CEOs, according to a survey of almost 600 CEOs and other senior managers by Hill and Knowlton and Chief Executive magazine.

The first survey, conducted in 1998, showed 19% of respondents measured corporate reputation; that number jumped to 37% in the 1999 survey.

Forty-three percent of all respondents said the ability to manage corporate reputation would be important in choosing a CEO successor.

Yankelovich Ptrs. conducted the survey of CE's subscribers during the fall of 1999.

Joseph J. Dragonette, 63, who founded Dragonette PR, Chicago, in 1984, died Feb. 18 from complications related to multiple sclerosis.

Joe Dragonette
Joe Dragonette
Dragonette’s wife, Rita Hoey, who took over day-to-day operation of the firm several years ago, will continue to run the firm, which was acquired last October by the GCI Group.

He was with Edelman PR Worldwide from 1970-84, rising to president/Chicago.


Internet Edition, March 1, 2000, Page 3


WBAL-TV, Baltimore, has been airing a series of reports on women’s health that were paid for by Baltimore’s Mercy Medical Center.

The hospital paid WBAL a "hefty fee" to get its doctors on these reports, according to Paul Raeburn, a senior editor for science and technology, who reports on the arrangement in Business Week’s Feb. 28 issue, under the headline: "The Corruption of TV Health News."

Raeburn said, "Such deals involving hospital placements in news stories are increasingly common."

Medstar Television, a production company in Allentown, Pa., that brokers these deals and prepares the news reports, would not reveal how many clients it had, but it did say its clients include hospitals, health plans, and TV stations in San Diego, Denver, Hawaii, and San Francisco. Although Medstar would not say how much it charges, Raeburn said a Medstar proposal obtained by BW shows the yearly charge for airing two news spots per week is at least $364,000.

In its proposal, Medstar notes the particular value of featuring doctors on the news: "A PR agency or TV sales department can guarantee that an organization’s physicians will appear on TV commercials...but they can’t guarantee the physicians will be on the news, the most credible source for health information."

Edward C. Dougherty, Medstar?s VP/broadcasting, defended the company’s editorial integrity.  "We and the stations maintain total editorial control, from topic selection, research, script writing to final editing," he told BW.

WBAL’s news director Princell Hair does not believe the reports compromise control over editorial content.  "We decide what story to do, and what not to do," he told BW.


Books for beginning readers which promote the sale of products is one of the hottest ad/PR trends in the food industry.

Two publishers, Simon & Schuster and HarperCollins, have teamed up with food companies to publish "board" books with covers bearing the likenesses of such products as Cheerios, Pepperidge Farm Goldfish, M&Ms, Sun Maid Raisins, and Hershey’s Kisses.

Necco candies and Kellogg’s Froot Loops will be featured in new books that are due out this fall.

Some of the books, such as "The M&M’s Brand Counting Book," which was first published in 1994, suggest the child sort, place, or count using the product, and offer a cents-off coupon for the product.

Laura S. Stepp, a reporter for The Washington Post, said more than one million copies of "The Cheerios Play Book" and "The Cheerios Animal Play Book" have been sold since 1998.

Barbara B. McGrath, a former nursery school teacher, who is credited with hatching the idea of writing a counting book using M&Ms, has written six titles under her name.


StreetFusion, a financial information network on the Internet, is buying ad space in The Wall Street Journal to publicize upcoming broadcasts of quarterly earnings calls available to the public.

The ads are appearing in the "Money & Investing" section, with occasional ads running beneath the "Index to Businesses" directory in the "Marketplace" section on page B2.

Hill and Knowlton is the San Francisco-based company’s PR firm.

MEDIA BRIEFS_______________________

The New York Times has hired Forest City Ratner Cos. to explore building a new headquarters in Times Square.  One possible site being considered is across from the Port Authority Bus Terminal on Eigth ave. and 40th st.  The Times has been located at 229 W. 43rd st. since 1913.  

Zagat Survey, which publishes restaurant and travel guides, has received $31 million in equity financing from major investors.

The funds will used to upgrade its website as well as a range of E-commerce initiatives including online reservations and wireless applications.

Results of the Sixth Annual Middleberg/Ross Media in Cyberspace Study will be unveiled March 2 at an 8:30 a.m. news conference at the Newseum/NY at 580 Madison ave.

The new study will reveal exclusive research findings explaining how the Internet has affected journalists’ ethics and credibility.

The event, sponsored by Business Wire, will be cybercast live at

Copies of the study will be distributed at no cost to attendees (physical and virtual).

A handbook for covering environmental news has been published by the Radio and Television News Directors Foundation’s Environmental Journalism Center, in Washington, D.C.

The title of the handbook is "Covering Key Environmental Issues: A Handbook for Journalists."

Each chapter contains background materials and story ideas.

Copies of the handbook are $10 for non-journalists. Michelle Thibodeau at 202/467-5206.

National is the new online home for all National Journal Group publications?National Journal magazine, CongressDaily, The Hotline, GivenWire, TechnologyDaily, and The Almanac of American Politics.

Internet Edition, March 1, 2000, Page 4


Fashion Wire, a New York-based news service covering fashion and celebrity style, will provide content to The Associated Press.

The AP will license FWD’s news through its information services department to other websites.

Ted Mendelsohn, director of information services at AP, said the FWD "is an ideal match for us because it complements AP content offering and provides information that is in high demand online."

FWD was started last year by Brandusa Niro, a former fashion editor, who also started North American Publicity Co., in New York, in 1985 (NL, May 12, 1998).

NAPC has merged with General Strategic Marketing and Niro now runs FWD on a fulltime basis as its editor-in-chief, while Jonathan Marder, who was president of GSM, heads NAPC.

FWD will continue to supply its own member newspapers, magazines, new media and industry insiders with packaged features and photographs covering trends, breaking news, celebrity interviews and gossip.  FWD has about 2,000 members, a spokesperson said.

FWD has correspondents in Paris, Milan, New York, London and Los Angeles, who provide coverage.

Non-members can view daily news and gossip items on the FWD?s website (

Joe Dolce is editorial director of FWD, which is located at 27 W. 24th st., #700, New York, NY 10010.  212/792-8282; fax: 897-3700.


Talon Strategic Communications, a Dallas-based PR firm, has launched

The new website, which is aimed at reporters who cover financial news, will offer banking news, a directory of industry experts and links to a variety of sites in the financial sector.

Business Wire will supply a constant stream of banking or financial-related news releases to the site.

Kevin Doel, who is spearheading Talon’s program, said the firm’s media relations philosophy has "always been to treat the media as if they were paying clients and provide them with a very high level of customer service."

Talon plans to expand the concept to other industries such as E-commerce, telecommunications, and general technology.

PLACEMENT TIPS ____________________

The, New York, has a new technology column, called "Tish on Tech."

The column is penned by senior editor Tish Williams, who recently joined the Internet company from Upside Media, where she was host of the Upside Today site and a senior columnist for Upside magazine.

Shift, a Toronto-based consumer magazine that targets 18 to 34-year-old online users, may move its editorial staff to New York.

The seven-year-old magazine, which is published 10 times a year, has opened an ad sales office at 122 West 27th st., and has begun a direct mail campaign to sell more subscriptions to U.S. "opinion leaders and agenda setters."

Currently, about 80,000 of Shift’s 150,000 total circulation is in the U.S.

Clive Thompson, an editor-at-large, is the only editorial staffer based in the U.S.  He can be reached in New York at 212/633-0233.

Laas Turnbull, editor-in-chief, and the other staff writers work out of the magazine?s Toronto office at 119 Spadina ave. (416/977-7982). editor Craig Matters said Michael Sivy’s thrice-weekly online investing column has attracted more than 54,000 subscribers since its debut in Nov. 1999.

Sivy’s column, which analyzes blue-chip stocks in the news, recommended buying Enron in December at $41 a share; it’s now at $69.  The column also recommended Tyco International at $30.50 (now at $38) and Nokia at $176 (now at $192).

The columnist also can be heard daily on CBS radio network.

Fortune has hire Clifton Leaf, who was executive editor of SmartMoney magazine, as assistant managing editor.

Leaf will be responsible for running Fortune’s investor section and editing feature stories that focus on investing and Wall Street coverage.

He also will oversee the newly expanded business lifestyle section run by sr. editor Erik Torkells.

PEOPLE __________________________

Ron Givens, previously entertainment editor and reporter for The New York Daily News, was appointed editorial director of The New York Times Upfront, the national biweekly teen news magazine, co-published by Scholastic and the NYT.

Kerry S. Marash, an ABC News producer in the network’s Washington, D.C., bureau, was named VP of ABC News editorial quality.

Amy D. Marcus, who was Middle East correspondent in Tel Aviv for The Wall Street Journal for almost seven years, has joined Money magazine cadre of writers.  She lives in Brookline, Mass.

Stacy Simon, senior editor at CNN Headline News in Atlanta, was named executive editor.

Dianne Pagoda was recently promoted to managing editor of Women’s Wear Daily, and Lisa Lockwood, who covered media news, is now news editor.

Mary Gail is the new managing editor of Harper’s Bazaar.

Ellen Goldensohn was promoted to editor of Natural History.

Andrew Mills, 73, who retired in 1990 from TV Guide, where he had been assistant managing editor, died recently.

Larry Manne is news director of WTVE-TV, a new UHF station in Philadelphia, and Jim Sweeney, former news director at WRNN-TV in New York, is deputy news director of "Philly TV News."

Wolf Blitzer, CNN news correspondent and anchor, was presented Feb. 16 with the Anti-Defamation League’s Hubert L. Humphrey First Amendment Freedoms Prize at the ADL’s national executive committee meeting in Palm Beach, Fla.

Joseph Duome, a member of the N.Y. Financial Writers’ Assn., the Silurians, and Oversees Press Club, has joined the ranks of published authors with his "Return to Yesterday," a saga of World War II.

"Born In the ‘60s" is a new program that airs Monday-Friday from 11 p.m. to 1 a.m. on the Talk America Radio Network.

The show, which focuses on the events and personalities that shaped today’s thirtysomething generation, is hosted by Jeff Santos, who does guest interviews.

Tom Star or Stan Hurwitz will respond to queries from PR people about the show. 781/828-4546.

Internet Edition, March 1, 2000, Page 7


The annual meeting of the Canadian PR Society is expected to rescind a bylaw passed in 1996 that gave members five years to become accredited or lose their right to vote at the annual meeting.

The CPRS had "grandfathered" non-accredited members who were in the Society before 1996 so that they were not in danger of losing voting rights.

All 1,750 members of CPRS have the right to vote at the meeting although only about 350 usually attend. Those not attending can vote by proxy.

Ian Thompson, accreditation chair, said not enough new members opted to take the test and the board last year voted to drop the requirement.

The annual meeting June 3 is expected to ratify the board's motion. About one-third of CPRS members are accredited.

PRSA in the 1970s required members to become accredited within five years or lose their "active" status. Many members joined as "associates" and others refused to take the APR exam. The five-year rule was dropped and the distinction erased between actives and associates. CPRS has not joined the "Universal APR" program of PRSA but is listed as a group that is "considering joining it."


The Institute of PR, London (not to be confused with the Institute for PR, a U.S. group headed by Jack Felton) said it invited the board of PRSA to meet with its own board in London (April 5-8) because PRSA is the largest PR group in the world and the two groups have many things in common.

Colin Farrington, director general of the 6,000-member IPR, said ethics, measurement of PR, professional development and information-sharing will be among topics discussed. Both PRSA and IPR want to be more "global," he noted.

IPR will host a reception and dinner for the PRSA board in the Institute of Directors building in Trafalgar Square.

One session with the IPR will involve a discussion of "spin" as it is being applied to the PR field.

While IPR has no accreditation program, it is starting a "Continuous Professional Development" program in April that will require members to take courses and show other evidence of keeping abreast of PR techniques.

The members will have four years to complete the requirements. The IPR has not joined nor it is considering joining PRSA's UAPR program.

The International PR Assn., a 750-member group whose h.q. are in the U.K., will focus on improving literacy worldwide in 2000, it was announced by Carolyn Fazio, president.

Fazio, who heads Fazio International, specializing in campaigns for non-profit groups, said members will encourage the distribution of reading materials to students and adults, including personally sending books to local libraries whenever they travel.

Materials on IPRA's "Feed the Mind" campaign are available from


The O'Dwyer website has started "O'Dwyer's PR Daily" in which important news and features are posted on throughout the day.

Full, immediate coverage of breaking PR news including color pictures is provided, said publisher Jack O'Dwyer.

News sources have been asked to send color photos illustrating new accounts and photos of PR pros who are in the news.

At least three photos are chosen each week for the feature, "Top Publicity Photos of the Week."

"The web provides not only unlimited space for news coverage but the option for immediate amplification or rebuttal of materials in stories," noted O'Dwyer.

A PR pro who disagrees with anything in a story can have his or her point of view added immediately--not the next day or next week, he said.

The two-year-old O'Dwyer website lists 550 PR firms; 1,122 PR service firms in 58 categories; rankings of firms in 21 cities and by 11 specialties; job listings/advice; financial advice; back issues of O'Dwyer NLs since Jan. 1, 1999; latest PR books including a link to for purchase of them; articles on PR in the general press; articles in O'Dwyer publications on topics such as "spin"; upcoming PR events, and other features.

Advertising opportunities are available at the top of the city and specialty rankings at $200 monthly. All areas of the site are open. No codes are required.


The pervasiveness of spin--including spinning by reporters themselves--is described by former Chicago Tribune political writer Jim Squires in the Winter Media Studies Journal of the Freedom Forum.

Squires, referring mostly to spin in the political arena, says it evolved from TV since a few words there could have a quick and huge impact.

"Likable, believable" press aides such as George McGovern's Frank Mankiewicz and Ronald Reagan's Michael Deaver dropped "tidbits" to favored TV reporters in campaign buses and at bars, says Squires. Some of these were dirt dug up on opponents by private investigators, he says.

The reporters relished and spread the rumors, pleasing their corporate owners, but lost their independence in the process, says Squires.

Telling the truth about candidates meant "certain retribution"--banned from the inner circles, he writes.

The best spinners, according to Squires, are those whose "demeanor and style are made for TV where the appetite for controversy, titillating trivia and salacious rumor is insatiable."

While he feels President Clinton spent years "trying to drown rumors of his sex life in an ocean of 'spin,'" Squires also feels that the press overplayed the Monica Lewinsky scandal. Polls showed 80% of Americans thought the coverage was excessive and more than half thought it was inaccurate and unfair.

Internet Edition, March 1, 2000, Page 8
"Spin" is under severe attack, based on stories in the press and statements by PR leaders.

Jack Bergen of the Council of PR Firms (breaking news) said PR pros must change their "vocabulary and conduct" and wage "war" on spin masters.

Journalist Jim Squires (breaking news) says reporters themselves are doing a lot of the spinning--having been co-opted by the very people they're supposed to be covering.

The Wall Street Journal said "megaspin" turned John McCain's loss in South Carolina into a Pyrrhic victory for George Bush by painting Bush as a captive of the Christian Coalition and McCain as the victim of a "horrifying right-wing hit job."

Steve Pisinski, chair of PR Society of America, has also given a strong condemnation of spin. "If we're going to use the phrase 'spin doctor,' we might as well call ourselves witch doctors," he told this NL.

PR pros (no doubt including those who write books with the word "spin" in the title) are harming the profession by using the term, he added. It demeans PR pros by implying they "twist, shade or hide the truth," said Pisinski, who would like to see the spin cycle end, like it does in a washing machine. PR pros can be advocates and also tell the truth, he says.

We, too, would like to see the end of a lot of spinning. It's the job of reporters to take the spin out of statements and we're overworked these days.

PRSA could lead in this battle by starting at home. Many of the titles and phrases it uses are spinning.

paluszekj.jpg (16469 bytes)
John Paluszek
For instance, its "Universal" accreditation program is anything but universal. IABC refuses to take part and there is no chance NIRI ever would. John Paluszek, APR chair in 1983, rejected a bid by the IABC for a co-sponsored "certification" program. Paluszek said there are "genuine differences" in PRSA, IABC and the Canadian PR Society that block a meaningful common test (8/31/83 NL).

Paluszek noted this week that his quote is 17 years old and that in the interim the organizations have moved closer together in what they do.  "We are increasingly serving the same audiences," said Paluszek.  But there's still plenty of work to be done before a common test suitable to all three would be practical, he said.

Accreditation is also the wrong term for what the PRSA exam does. The dictionary definition is "to recognize as outstanding." The APR test does not claim to do this. Further definitions of "accredit" say it means "official authorization" and "credentials" that are accepted. The PR field has become too specialized, especially in high-tech, healthcare and financial, for one test to qualify a PR pro generally.  Recruiters have told this to PRSA via the College of Fellows poll released last year (which has never been mentioned in any PRSA publication).

Other PRSA phrases should also be purged. "Global Leadership" should be changed to international initiative; "Strategic Plan" to the five-year plan (it's too early to claim that it's strategic); international conference back to national conference (based on the few internationals at the meetings--not counting world conferences), and "professional practice center" to the library or information center (which is what many people are looking for when they call PRSA). The Society's rent is $28 a sq. ft. (including escalations, porters' wage assessments, office maintenance, etc.) and not $18 as was told to members last year. The "base" rent may be $17.25 but the term "base" was not used in claims to members nor was a proper explanation given of "rent" and "occupancy costs."

"A lot of this spin fools no one, is counterproductive and makes PRSA an easy target. The IABC does not make grandiose claims and thus escapes criticism.

This chilling statistic was in Time Feb. 14: the average 14-year-old in the U.S. in 1999 knows 10,000 words vs. 25,000 for 14-year-olds back in 1950...the PR field complains about lack of candidates but hundreds of thousands of college students are majoring in "communications"...the 2000 PRSA budget of $9.2 million has nothing in it under the heading "PR."  There is $85,000 budgeted for "communications," apparently the salary of the incoming chief PR officer...

For the Year Ending December 31, 2000

Revenues Expense Net
Advancing the Profession
Accreditation 160,800 635.875 (475,075)
Publications 1,505,000 1,113,594 391,406
International Conference 1,058,384 826,527 231.857
PRSSA 445,000 425,612 19,388
Anvil Awards 392,503 321,798 70,705
Home Page (www) 60,000 (60,000)
Communications 85,000 (85,000)
Credibility Index 40,000 (40,000)
Professional Practice Center 70,400 309,712 (239,312)
Socratic Dialog 50,000 (50,000)
Ethics Code Revision 100,000 (100,000)
Salary Survey 30,000 (30,000)

3,632,087 3,998,118 (366,031)
Strengthening the Society:
Membership 3,856,250 506,907 3,349,343
Section Support 464,835 616,105 (151,270)
Counselor's Academy 490,200 472,710 17,490
Seminars 481,375 443,745 37,630
PD Resources 87,500 159,590 (72,090)
Chapter Support 662,466 (662,466)
Creative Services 272,795 (272,795)

5,380,160 3,134,318 2,245,842
Global Leadership:
Global Leadership 225,000 (225,000)

225,000 (225,000)
Finance and Administration:
Administration 140,000 1,377,911 (1,237,911)
General Leadership 306,600 (306,600)
Interest Income 75,000 75,000
Contingency 50,000 (50,000)
Return to Net Assets 93,000 (93,000)

215,000 1,827,511 (1,612,511)

9,227,247 9,184,947 42,300
The budget is posted on the PRSA website --

"general leadership" costs of PRSA (mostly the board of directors) are jumping to $306,600 in 2000, up 69% from 1998...the PRSA international initiative lists costs of $225K in 2000 and no income, meaning no companies are opting for the $25K international memberships described to the 1998 cost of the "accreditation" program will be a record $475K ...Donald Trump's presidential run was a phony--a repeat of the same run 13 years ago when he was also promoting a book, according to Christopher Byron in the March George. Byron said Trump would never do the obligatory financial statement of candidates because he is not as rich as he claims. His real estate holdings and the debt on them are hidden behind "blanket after blanket of anonymous corporate filings," says Byron. He tracks the problems that led to Trump's bankruptcy and reorganization in the early 1990s. Trump, a genius at "ostentation," gave lots of interviews with major media but didn't make a single stump speech, Byron notes. "He lives like a billionaire by simply borrowing the money and betting that the endless bounty of the American economy--and his own endlessly flowing blather and blarney--will bail him out," says Byron...Susan Apsley, PRSA chapter operations manager, left after three years, replaced by Jennifer Meehan. Apsley was the 20th staffer to depart of the 41 listed in the 1996-97 Register.



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