The official newsletter of the James S.
Measell Chapter of PRSSA
2011-2012|Volume 17, Issue 2
SALUTE
2011-2012 Executive Board Wayne State PRSSA and PRSA Detroit
President
Greg Melvin
Vice President of
Professional Development
Meaghan Priebe
Vice President of
Member Services
Alex Bienkowski
Vice President of
Chapter Development
Amy Lafnear
Public Relations Director/
Salute Editor-In-Chief
Gabrielle Fawaz
Social Media Director
Alex Washington
Salute Co-editor
Shelby Caverly
Faculty Adviser
Dr. Shelly Najor
Professional Adviser
Mary Henige, APR
at Wayne State University
A Year in Review
commit random acts of kindness
by Greg Melvin
To kick-off PRSA/PRSSA
Relationship Month, members joined
PRSA Detroit for a day of community
outreach and engagement on Oct. 1.
Students were matched with a team of
public relations professionals and
challenged to commit random acts of
kindness throughout Detroit.
The event gave students the
opportunity to interact with area
professionals while working together to
make a meaningful impact in the
Detroit community.
We passed out flowers to patients
and workers at Henry Ford Hospital in
Detroit, said Amy Lafnear, vice
president of Chapter development, who Member Cindy Roman (right) buys toys with
was paired with 2012 PRSA Detroit Melanie Davis, APR, and Davis daughter,
Miranda. The toys were donated to patients at
President Jennifer Flowers and co-
workers at Henry Ford Health System. Childrens Hospital of Michigan.
It was a great way to network and to make sure that they have a positive
connect with professionals within a presence in the community to place
casual environment. 'deposits into their bank of goodwill,' as
Groups fanned out across the city, Shelly would say.
performing a variety of good deeds: As we transition from student to
they brought donated toys to the professional, we will no doubt stress to
Ronald McDonald House and to our clients and our organizations the
patients at Detroit Childrens Hospital, importance of social responsibility and
brought sandwiches to Detroit Police advise them to demonstrate they are
and Fire Departments, donated pet food good corporate citizens of the Detroit
to The Humane Society and paid fares community. Having committed acts of
to citizens waiting at bus stops in kindness, members of the Wayne State
Midtown. Chapter of PRSSA and Detroit Chapter
Community service is important of PRSA have shown they follow their
for people in general because its good own advice.
karma, said Lafnear. PR Kind actions always speak louder
professionals have a certain obligation than kind words.
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
Page 2: PRSSA Members #bustup
Detroit
Page 3: Using Social Media to
Avert a Crisis with Mary Henige
Keep Calm and Carry On:
Effective Crisis Communication
with Dr. Donyale Padgett
Page 4: PRSSA National
Conference
Page 5: The Endless Possibilities at
PRSSA National Conference
Page 6: PRSA Mentor Protg
Program Discussion Jared Bryan
Building a Remarkable
Resum with Susan Barr from
WSU Career Services
2
In this edition:
Page 7: Halloween Hijinks with the The Power of PR in a
Resurgent Auto Industry
James S. Measell Chapter
PRSA Detroit Annual
Meeting Page 12: Ofield Dukes Diversity
Summit
Page 8: PRSA Detroit Annual
Meeting continued Page 13: Success Tips from the
Pros with Nicole Blaszczyk,
Communication within the
City of Champions marketing coordinator, Detroit
Tigers
Page 9: Gone, But Not Forgotten: A WAV, MP3, P2P,What
Tribute to Ofield Dukes about PR? Public Relations in the
Music Industry
Page 10: Partners in PR: Agency
Tour with GVSU PRSSA Page 14: ChiPRtainment: Its Not
Just an LA Thing
Page 11: Social Media 101 with
Hubert Sawyers III Page 15: PRSSA National
Partners in PR: Eisbrenner Assembly
Agency Tour with EMU PRSSA The Business Case for
PR in Detroit with Tom
OConnell, account executive,
Business Wire

PRSSA Members #bustup Detroit

Detroit is more than a home to the Wayne State Chapter of PRSSA it is an identity. It is ingrained in our DNA. As we develop as
soon-to-be public relations professionals, we also strive to develop as engaged citizens and active members of our community.

Over the summer, members volunteered their time in beautification efforts on Detroits west side. Organized by Blight Busters, Motor
City Connect and WXYZ Channel 7, the event was dubbed #bustup, inspired by Channel 7s engaged Twitter audience, the
#backchannel.

Damon Flemings with WXYZ Dont Dump on Detroit Members Greg Chapter President Greg Melvin helps
Anchor Stephen Clark Melvin and Damon Flemings at #bustup with the cleanup efforts
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
Using Social Media to Avert a Crisis with Mary Henige
In the last few years, social media has
revolutionized the way people use the
Internet, making it easier for people to
communicate and receive news.
Though news now spreads faster and
to a wider audience, it leaves more
room for messages to get
misinterpreted. How should public
relations professionals handle such
situations?
On Sept. 26, Wayne State PRSSA
welcomed Mary Henige, APR,
director of social media and digital
communications at General Motors,
who presented on crisis management
in the digital age. Henige, the
Professional Adviser for the Wayne
State Chapter, gave advice on using
social media to avert and manage a
crisis, while offering tips on how
budding public relations professionals
can utilize social media networks for
Congratulations to Mary Henige for being awarded the PRNews PR People Award in November 2011
Keep Calm and Carry On: Effective Crisis Communication with Dr. Donyale Padgett
by Gabrielle Fawaz
Dealing with a crisis in a company can
either make or break your image based on
how well you handle the issue. On Oct. 5,
Dr. Donyale Padgett, assistant professor at
Wayne State University, held a crisis
communication boot camp for PRSSA
members. Padgett divided the room into
groups where members were given a
hypothetical situation to deal with as public
relations professionals. They were then
assigned to read an article and put together
an initial statement, decide who will be part
of the team, and who will be going to the
situation room.
Padgett stressed the importance of
making sure the situation is addressed
properly. Call it an incident before you
really know that it is a crisis situation, said
Padgett.
One important point that was discussed
is that one has to be proactive and
consistent. You cannot be in denial.
Everything must be addressed. It is
absolutely essential that one create a
response before going in front of the media,
because if you do not, the media will create
by Alex Washington
PRSSA Professional Adviser, Henige
speaking to members on benefits of social
career development.
One of the points Henige
emphasized was to correct inaccurate
information before it spreads. She
suggests taking action immediately
October 2011
it for you. Part of dealing with a crisis is to
deal with the media; this is essentially the
most important part of dealing with a
crisis. The first question answered is
what happened?
Padgett provided four helpful steps to
managing a crisis situation properly. 1.
Manage uncertainty, 2. Respond to the
crisis, 3. Resolve the crisis, and 4. Learn
from the crisis. Alongside these steps, she
had discussed the five stages of a crisis by
Fearn-Banks to give us a better
understanding of crisis communication
theory.
A big part of dealing with a crisis is to
meet the medias deadline, give them the
information they need, and if you cannot
answer their questions, to say you will get
back to them as soon as possible.
Never, ever say no comment said
Padgett. The media will say whatever they
want to say. They will frame things the
way they want to.
With the constant additions to
technology, news is spread and shaped by
everyone and anyone.
September 2011 3
when a crisis arises and to interact with
your audience before the crisis turns
into a real problem. Honesty and
transparency is key; trying to hide
things from your audience will make
them lose trust in you and your brand
once they discover the truth, or if they
feel they have been ignored. Henige
said it is OK to acknowledge and
respond to detractors, so long as it is
done in a professional and pleasant
manner.
Henige also stressed the importance
of closely monitoring your client on the
web and, more importantly, what
audiences are saying about your client.
This allows public relations
professionals to identify potential
problems and crises before they arise.
Just because youre not listening,
doesnt mean people arent talking,
said Henige.
You and I and everyone else have
now become a journalist. Why?
Because we have phones and cameras
and video recording capability. When
we see things happening and
unfolding, we hit record or take a
shot, said Padgett.
Padgett provided the PRSSA
members with a vast amount of
information and interactive
experiences they can expect to use in
the future.
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
PRSSA National Conference, Orlando, Fla. Oct. 14-18
PRSSA members Gabrielle
Fawaz, Amy Lafnear, Stephanie
Oben and Greg Melvin attended the
PRSSA 2011 National Conference
Oct. 14 18.
Thanks to generous
contributions from PRSA Detroit,
the Wayne State University
Department of Communication and
Dean of Students Office, the
Chapter was able to send four
representatives to Orlando, Fla., to
attend professional development
seminars in the heart of creativity
Walt Disney World.
By attending these seminars,
members were inspired to step
outside of the box and ask
themselves why they chose public
relations as a career. Sessions were
open and members could choose
which to attend based on their own
personal interests. The Wayne State
members decided to attend as many
different seminars as possible, in
order to bring back a wider range of
ideas to the drawing board for
Chapter meetings and discussions.
National Conference was
incredibly valuable on a personal
level, sure, said Chapter President
Greg Melvin. But from a
leadership standpoint, the best takeaways
for me were all the great ideas that we
could use to improve programming for
our members at the Wayne State
Chapter.
Members had the opportunity to hear
keynote speakers such as Fox News
Senior Correspondent Rick Leventhal
and Vice President of Global Public
Relations for Disney Destinations Craig
Dezern speak about their current
projects and share useful information
with students hoping to have successful
public relations careers.
Attendees learned that it is important
to challenge the status quo and take
by Stephanie Oben
Oben, Lafnear, and Fawaz at the Carnaval
Brazillian Masquerade Ball
Lafnear, Melvin, and Fawaz at the Dreams Do
Come True Awards Ceremony
risks, a challenge aspiring professionals
must take in order to stand out in the
field of communications.
National Conference also allowed
the members to take steps toward their
own professional development. By the
end of the five-day event, attendees had
gained a better understanding and focus
on what areas of public relations they
might pursue in the future. And, with
over 2,000 attendees, Conference was a
chance for members to expand their
professional network, as well.
The PRSSA National Committee
welcomed Conference attendees to an
October 2011 4
Donec
openinginterdum
night celebration with live
music, dancing, food and beverages
and men walking on stilts. I was
talking to other PRSSA members and
next thing I know Im surrounded by
eight-foot-tall dancers in bright
colors.the Carnaval Brazilian
Masquerade was definitely my
favorite part of Conference, said
Fawaz.
During the Chapter Development
Sessions,Pellentesque:
PRSSA Chapters from
around the country shared their best
practices for campaigns, fundraisers
and events, arming members with
knowledge and ideas could be used at
their own PRSSA Chapters.
On the final night of Conference,
Vice President of Chapter
Development Amy Lafnear provided
her fellow Wayne State members with
keys to success, to serve as reminders
to open up to new opportunities and to
take the knowledge gained at
Conference and apply it to their
careers in public relations.
Keys to success

PRSSA sends a very special thank you to PRSA Detroit, the Wayne State University
Department of Communication and Dean of Students Office for contributing funding for
members to attend National Conference.
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
The Endless Possibilities at PRSSA National Conference
Keynote speaker, Craig Dezern, vice
president of global public relations at
the Walt Disney Company
When given the opportunity to be a part
of the Wayne State delegation to the
PRSSA 2011 National Conference, I
knew it was one I couldnt pass up.
During my time in the field of public
relations, both inside and outside of the
classroom, I have learned that success in
this field comes from the effort you put
into it. I have also realized that no matter
what industry or specialty of public
relations whether it be crisis
communications, sports, agency or
corporate there is always something
you can learn from the professionals that
work in the field every day.
PRSSA members at Conference were
encouraged to attend as many
development sessions as possible. At the
start of our second day at National
by Amy Lafnear
Melvin, Lafnear, Oben, and Fawaz
outside one of the professional
development sessions
Conference, I couldnt decide which
session would benefit me the most. Per
a suggestion from Liz, a member from
the George Mason University Chapter,
I decided to attend Crisis
Communications: Confronting Reality
with Strategy with Richard S. Levick,
Esq., president and CEO of Levick
Strategic Communications. Although
the area of crisis communications was
not one I had a strong interest in, I was
open to receive any beneficial
information Levick had to offer.
Levicks insight was incredible. He
said that during a crisis, the role of the
communication professional is not to
be the hero in a negative situation, but
rather to maintain transparency, action
and leadership. Additionally, setting
Stay Connected:
www.wayneprssa.org
facebook.com/WSUPRSSA
October 2011 5
Dreams Do Come True Award
Ceremony
goals and having the ability to adapt
them when situations change is crucial.
Lastly, he offered a bit of inspiration by
saying that our generation is a
remarkably powerful one, and the crisis
communications of the future has
endless possibilities.
With so many great sessions to
choose from at the PRSSA 2011
National Conference, those possibilities
seemed endless, too. Im glad I took
Lizs advice.
The lessons learned from Richard S.
Levicks development session were just
some of the many benefits from
attending the PRSSA 2011 National
Conference. Attendees were given a
chance to listen to professionals, take
part in networking opportunities, and
build better relationships within their
own chapter.
@wsuprssa
Salute 2011-2012 A Year in Review|Volume 17, Issue 2 October 2011 6
PRSA Mentor Protg Program Discussion with Jared Bryan
by Amy Lafnear
Each month the James S. Measell
The program begins with potential
Chapter of the Public Relations Student
mentees filling out an application that
Society of America (PRSSA) at Wayne
covers their interests, expectations and
State University holds meetings for its
communication styles. After processing the
members. The meetings are focused on a
application, the program connects mentors
variety of areas related to public
who are most compatible with the mentees
relations, including the opportunity to
personality and preferences. Pairs are
gain knowledge from area professionals.
connected for the duration of one school
During the October meeting, PRSSA
year and during that time mentees can
was visited by Jared Bryan, account
expect to be given help with: resume and
coordinator at Eisbrenner Public
portfolio building, networking
Relations Agency.
opportunities, work experience, and overall
During Bryans visit, members had a
career path focus.
chance to learn about The Mentor
In addition to Bryans discussion of The
Protg Program that he and fellow
Mentor Protg Program he also offered
PRSA Detroit members run on a
feedback to members in areas from his time
volunteer basis. The purpose of the themselves in their education both
spent at Wayne State University
program is to connect students studying in and out of the classroom.
Through interaction with a current
public relations and communications
professional, the members of PRSSA were
with professionals who have been
informed about the opportunities that they
working in the field for five or more
are able to take advantage of to further
years.

Building a Remarkable Resum with Susan Barr from WSU Career Services
by Meaghan Priebe

Susan Barr from the Career Services it can be to prove to those desired
office on the WSU campus held a organizations what you are able to
resume workshop this past October for provide. She was able to relay
PRSSA members to share simple ways helpful hints to diminish those
to get this difficult document to frustrating feelings (which we all
influence future employers who read it. get), when creating your resume.
Barr, a full time counselor, began the To close out the workshop, Barr
workshop with some resume-writing left members with this; It is just a
guidelines; always tell the truth, your job matter of tailoring it (your resume)
is to sell yourself in the resume, put to what you want to work in.
look at specific organizations and what,
the information in order of interest to Counselors are constantly
within the organization, catches your
your reader, and really read the job available for advice, guidance, and
attention. Once you have an idea, narrow
description that is being applied for to, for specific help with resume
the functions that you want to do within the
tailor your resume for them. writing.
industry.
Throughout the workshop, Barr said The career services office is
Another aspect that Barr emphasized
to focus on jobs that are truly interesting located in the Faculty and
was to get everything across in your
to you. Your resume does not depict Administrative Building in 1001.
resume to cater to the specified employer,
who you areit gives the employer Hours are Monday through Friday,
as well as, Always have someone to help
enough information to decide if you 8:30 a.m. to 5 p.m.
tailor your resume that is what career
have the skills for the specific job, said
services is here for! said Barr.
Barr.
Leading this insightful workshop, Barr
Barr suggested collecting a list of job
showed PRSSA members just how simple
titles that sound interesting to you. Then
Salute 2011-2012 A Year in Review|Volume 17, Issue 2 October 2011 7
Halloween Hijinks with the James S. Measell Chapter
by Lily Medina
To welcome new members, the
Wayne State University PRSSA Chapter
hosted its 3rd annual Halloween Party on
October 29, 2011 at the historic Cass
Caf restaurant located in Midtown
Detroit.
Members of the events committee
organized the social and reserved the
entire second floor of Cass Caf
exclusively for the chapter. They
decorated the floor with glow-in-the-
dark spider webs, tombstones, hanging Members Kellie Clifton and Jessie
skeletons, confetti, and even a maniacal, LeTarte
life-size clown that greeted guests.
Lily Medina and the events I was reluctant to come at first, but once I Members Rob Meacham and
committee went all-out this year, said got here, Im glad I did. Ive met other Lily Medina
Chapter President Greg Melvin. It was members who are interning at
great to have a chance to spend time establishments I have my eye on. They plans numerous professional
with each other in a relaxed gave me advice on how to break in. development events for members
environment outside of the halls of In addition to having fortunes told, who wish to integrate into the field of
Manoogian. attendees enjoyed a high-spirited public relations and cultivate
Entertainment included tarot card atmosphere that included food, valuable relationships with
readings by a local medium, a raffle, refreshments and themed music. Rookies experienced professionals and fellow
and a host of creative Halloween seized the opportunity to socialize with students. But, as this years
costumes worn by attendees. New seasoned members about chapter benefits, Halloween party demonstrated,
chapter member Rob Meacham attended workshops, networking opportunities and PRSSA is also a place to form lasting
the event in an 80s rocker ensemble. internship openings. friendships, share laughs and live out
Im so glad I came, said Meacham. Every semester, Wayne State PRSSA dreams of 80s rock star glory.

PRSA Detroit Annual Meeting November 2011

by Greg Melvin

WSU PRSSA Professional Adviser,
Mary Henige and Faculty Adviser, Dr.
Shelly Najor
Each year the Detroit Chapter of the
Public Relations Society of America
(PRSA) assembles for its annual
meeting, during which the organization
elects new leaders, discusses plans for
the upcoming year and recognizes
PRSA Members at the Detroit Annual
Meeting
individuals for their achievements and
contributions to the field of public
relations. This years meeting, held on
Thursday, November 3 at the Grosse
Pointe War Memorial, was particularly
significant for the James S. Measell
Newly elected PRSA Detroit President,
Jennifer Flowers with WSU PRSSA
member and scholarship recipient, Tyler
Gawenda
Chapter of PRSSA.
Members Lily Medina and Tyler
Gawenda were awarded the Donald P.
Durocher Memorial Scholarship, a
$2,000 endowment paid for by the PRSA
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
Detroit Education Fund. The
scholarship, named in honor of the late
Donald P. Durocher, APR, Fellow
PRSA, was established in 1992 and
supports students in their pursuit of
public relations education and
professional development.
I felt extremely honored to be
recognized in front of an organization
full of established professionals, said
Gawenda. Before winning this
scholarship, I knew this was the career I
wanted to pursue, I just didn't know if I
would live up to the expectations of the
industry. Being recognized with this
scholarship gave me the reassurance I
needed to continue to work hard for my
future.
One of the highlights of the evening
was the induction of Dr. James Measell
to the PRSA Detroit Hall of Fame, the
highest honor the chapter can bestow.
Dr. Measells induction was in
recognition for his dedication to student
development and public relations
Communication within the City of Champions
On November 17, 2011, WSU
PRSSA welcomed Christy Hammond,
community relations manager at the
Detroit Red Wings, Marketing
Coordinator Nicole Blaszczyk from the
Detroit Tigers and Tom Gorman,
assistant sports information director at
WSU to Manoogian Hall to give advice
to members interested in breaking into
the competitive sports PR industry.
Every organization has a different
culture, said Blaszczyk. Limiting
yourself to one specific area isnt going
to help in this industry, panelists agreed.
Dont have too narrow of a focus, even
if it doesnt seem like a natural fit to
your career path, said Gorman.
Panelists encouraged members to take
advantage of many different internship
opportunities to gain the advantage in
the sports industry. If you can do
something that separates you and makes
you stand out- do it. Because you never
know how thats going to impact you in
the future, said Hammond.
Another competitive edge in breaking
into the sports industry is retiring the
sports biggest fan title. The panel
warned that unless you are willing to
advocacy outside the classroom. Measell
started the Wayne State Chapter of
PRSSA in 1983, serving as faculty
adviser to the student organization until
his retirement eleven years later. In
2005, the Wayne State Chapter was
named the James S. Measell Chapter of
the Public Relations Student Society of
America as a tribute to him.
Measell was an associate professor in
the Department of Communications at
Wayne State University from 1970 to
1997. He developed the universitys first
public relations class in 1979 and the
curriculum for WSUs public relations
degree program in 1987.
Proof of Dr. Measells impact on
public relations education can be found
by examining the successful careers of
his former students. Wayne State PRSSA
Faculty Adviser Shelly Najor, Ph.D., and
Professional Adviser Mary Henige,
APR, were two of those students.
Dr. M was not only my professor
and mentor, he is my friend, said Najor.
by Stephanie Oben
Gorman, Hammond, and Blaszczyk
speaking at the sports panel discussion
trade your number-one-fan status for a
successful career, you might not be fully
trained for the professional sports industry.
You will never wear your favorite
jersey and you wont get to tailgate. You
eat, sleep, live, breathe the sport and dont
get the opportunity to celebrate it. If youre
a true fan, you probably dont want to get a
job in that industry because it will probably
ruin that for you, said Blaszczyk. I look
for peoples true intentions in interviews,
said Hammond. Dont come off as a super
fan.
November 2011 8
For better or worse, he groomed me
into the educator that I am today.
"Some professors influence more
than your learning in a class - they
touch your entire career. Dr. Measell
was one of those gifted professionals,
said Henige. His greatest gift,
however, was in forming Wayne State's
PRSSA Chapter. I'm blessed to have
been his student, a member of the
chapter in the mid '80s, and now the
professional adviser.
Measell currently resides in
southeast Ohio and is the full-time
historian for Fenton Art Glass Co., in
Williamston, W. Va. Although he lives
out of state, Measell retains a presence
in Manoogian Hall, according to Najor.
He still visits the classroom when
hes in town, she said. Each year he
treks the nine-hour drive to attend our
Spring luncheon. He always sits at the
student table - he wouldnt have it any
other way.
All
panelists
began their
seasons with a
crisis. Gorman
was faced with
the death of a
student athlete. Hammond managed
the death of a former player, coach
and future prospect in a Russian
plane crash. Blaszczyk
was involved in
a players DUI
charge.
At the end of
the day, it has to be about the
athletes, said Gorman. You need to
know your function within a crisis
and as an effective member of the
communications team. Whatever
your position
is, youre part
of a bigger
piece, said
Blaszczyk.
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
Gone, but not Forgotten: A Tribute to Ofield Dukes
In reading the obituaries honoring
Ofield Dukes, APR, Fellow PRSA, I was
reminded of his vast accomplishments
and the powerful impacts he made in the
public relations industry, Detroit and
Washington D.C. I was again touched by
his story and in awe of his legacy, but
more importantly, I was deeply saddened
by the loss of such a wonderful friend
and mentor.
Ofield Dukes and I met at the PRSSA
2008 National Conference in Detroit. He
served as a keynote speaker and briefly
touched on his experiences at the
Michigan Chronicle and of his public
relations firm, Ofield Duke &
Associates. However, the main focus of
his speech was to encourage us to limit
our spending. He urged us to speak with
our parents about their financial concerns
and help them by spending responsibly.
It was a keynote address we were not
expecting. Yet, in the midst of a
plummeting economy, it was honest
advice we needed to hear. Though I
didnt know it at the time, his sincere,
honest and straight-to-the-point advice
would become the characteristic I
appreciated the most in him.
I met him later that evening at the
PRSSA/PRSA Joint Social. At first I
walked right past him not processing
that I had just made eye contact with the
legendary Ofield Dukes. Seconds later, I
found myself nervously running after
him. I introduced myself, told him I just
transferred to Wayne State University
and asked what it was like when he was
a student. He immediately engaged in
conversation with me, as though we were
the only ones around and had all the time
in the world. We chatted about our
mutual love for Detroit and my class
schedule. All of my anxiety about talking
with one of the most successful public
relations professionals quickly melted
away. From that point forward I never
had any reservations about contacting
Mr. Dukes or asking him questions.
Just a week after Conference,
President Obama was elected and Detroit
erupted with unity, joy and excitement.
Many people spoke of the struggles
blacks have had to overcome to reach
by Jenna Huskinson
Tyler Gawenda, Lily Medina,
Ofield Dukes, and Greg Melvin
this point in history, and I couldnt help
but reflect on the struggles Mr. Dukes
endured through his career. I was
inspired to write him an email. My letter
and his response launched our pen pal
relationship.
Greetings, Ms. Huskinson,
Thank you very much for your
delightful note and your kind references
to my remarks at the PRSSA conference
in Detroit and our meeting. I really
appreciate your being encouraged to
follow up by being in touch with your
parents, and also your taking the time
and having the interest to reach out to
me. Incidentally, I still have your
business card on my desk.
Although these are tough times for
Detroit, the state of Michigan and
especially the automobile industry, I am
confident that the city, state and GM,
Ford and Chrysler will make it through
this difficult period and hopefully soon
enjoy much better economic times.
I am hoping you are enjoying your
studies and the public relations
curriculum at my dear alma mater,
Wayne State University. Have you
decided on what you want to do after
graduation? For my PR students at
Howard University, I have them develop
a five-year career plan to help them
have a sense of direction, what they
ideally want to do in life and how they
plan to get there.
If there is anything I can do from
this end to be supportive of your career
interests and goals, please let me know.
In Washington, we are preparing for
an overwhelming crowd of four million
to attend the inauguration of President-
December 2011 9
elect Obama. I have served on the
inaugural committees of President
Lyndon Johnson, Jimmy Carter and Bill
Clinton, but I have never witnessed the
outpouring of enthusiasm of people
throughout the world and country to
come to the nation's capital to be a part
of the Obama history. It's really
amazing.
Ms. Huskinson, again, thanks for your
thoughtful note. Here's wishing you well
in your academic studies and I look
forward to our keeping in touch.
Ofield Dukes
For the next year and a half Mr.
Dukes and I exchanged emails and notes.
He always inquired first, about my
classes and my career planning, then
offered some advice and suggestions and
concluded with a short update about what
he was working on, which was always
the most interesting part of his letters.
Though he was extremely busy, he
always took the time to answer me and
offer his help and assistance in any way.
I began to lose sight of the huge legend
he was and began to truly regard him as a
friend and mentor.
Though our Wayne State PRSSA
Chapter and my PRSSA National
Committee may not have known it at the
time, Mr. Dukes was following along
with our activities through my letters. I
told him about our conferences,
scholarships and specifically, the
Lutheran Social Services Foster Care
campaign we were working on. He
would send his best wishes and I would
proudly report on our Chapter's
performance. I will always value the time
he took to not only respond to my emails,
but provide insight, support and advice in
each letter. Our profession will dearly
miss his forward thinking, students will
miss his guidance and inspiration, and I
will miss his mentorship.
Jenna Huskinson graduated from Wayne
State University in 2010 with a B.A. in
Public Relations. She served as Vice
President of Regional Activities on the
2009-2010 PRSSA National Committee and
as PRSSA National Liaison to the James S.
Measell Chapter during this time.
Huskinson is currently the coordinator of
continuing legal education for the Oakland
County Bar Association.
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
Partners in PR: Agency Tour with GVSU PRSSA
As PR students, we attend class, read
our textbooks, and listen to lectures in
hopes of learning every element in our
intended field. The knowledge exuded
from our professors act as a beneficial
mechanism in our academic careers, but
being able to pursue a day in the life of a
PR practitioner can be the most
influential learning experience of all.
On December 4, 2011, PRSSA
chapters from Wayne State University,
Grand Valley State University and
University of Michigan Dearborn
congregated in the GM Renaissance
Center in Detroit to kick off the
beginning of their agency tour. Having
the opportunity to explore the General
Motors Communication Department
gave PRSSA members a visual insight of
what public relations in the corporate
field is all about. PRSSA members
received a private tour of the department,
in addition to hearing from numerous
individuals who participate in the
everyday motions of producing such
marketable products for their customers,
such as the Chevy Volt. During the visit,
General Motors exemplified the true
meaning and importance of crisis
management, their interaction with all
social media, and even demonstrated the
significance of the relationships they
build with all of their publics.
PRSSA members also visited PR
agencies throughout metro-Detroit. The
members next stop happened to be right
by Shelby Caverly
in our neighborhood at Lovio
George, where it became apparent
that the foundation of public
relations and communications came
from their love for the city of
Detroit. The enthusiastic Lovio-
George team intrigued those of us on
the tour, especially when we were
introduced to the numerous actions
produced by the agency that
performed as a means of
improvement for this thriving city.
Everything from participation in the
Super Bowl, to the production of the
annual Detroit Thanksgiving Day
Parade and the Detroit Riverfront
Conservancy had the Lovio-George
name written all over it.
As the agency tour came to an
end, we traveled to downtown
Birmingham to visit Weber
Shandwick. After touring their
modern office and receiving an
introduction to the numerous
departments and aspects of the
agency, we sat down with a few
members of their team to learn more
about what makes Weber a talented,
well-known PR agency. Weber
Shandwick spreads across the
country and is located in over 18
different states. We were quickly
introduced to the agencys strong
foundation and preceded to learn of
their high-profile assignments that
included everything from product
December 2011 10
GVSU and WSU PRSSA members visit
local agencies
launches, to sports marketing, to
consumer marketing and
communications.
The overall experience was one that
produced an excitement for the future,
and a further introduction to the
positions that we might find ourselves
acquiring in just a few short years.
Whether it is a corporation, or a
hometown agency founded through the
love for a city, it quickly became
apparent that no matter the job, every
position in public relations, and
communications in general, exudes an
extreme importance in the industry.
Being able to hear from those
successful in the public relations field
generated an enlightening experience,
especially since those we were
introduced to are individuals that once
stood in the shoes we are currently
standing in today.

PRSSA REGIONAL CONFERENCE

The Grand Valley State University Chapter of PRSSA hosted this

years Regional Conference for Region 6, which includes all PRSSA
Chapters in Michigan and Ohio. LimitLess PR was held April 13 15
in Grand Rapids. Follow @PR_GR on Twitter for more details.

For more information about the 2012 PRSSA Regional Conferences, LimitLess PR
visit http://www.prssa.org/events/regional_conferences/ April 13 15
Grand Rapids, Mich.
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
Social Media 101 with Hubert Sawyers III
On Monday, January 23, Wayne
States PRSSA chapter held a social
media workshop with guest speaker
Hubert Sawyers III. Sawyers is a
marketing strategist and founder of
Tweetea, a weekly gathering that where
people from various locations around
metro Detroit come together to discuss
different aspects of social media.
During his presentation, Sawyers
exemplified the power of social media
and discussed how Tweetea was initiated
through Twitter. Social media essentially
brings people together and helps create a
sense of community.
As Hubert put it, now, you can make
a bunch of new friends online, and with
the advent of the Internet and
Partners in PR: Eisbrenner Agency
Tour with EMU PRSSA
by Catherine Mitchell
Eisbrenner Public Relations Agency
played host to Wayne State University
and Eastern Michigan University
PRSSA students on Friday, January 27,
2012.
Students had an opportunity to tour
the facility and received helpful tips
from Eisbrenner employees. Eisbrenner
is a Michigan based company with deep
roots in and around the Metro-Detroit
area.
Agency clients include the Detroit
Jazz Festival, TechTown, and Walsh
College. The tour included informative
presentations on numerous topics
including social media, event planning
and internships.
While receiving first hand knowledge
from those in the industry, students were
able to gain a new perspective about
their possible future careers. First I was
pretty sure I wanted to focus on public
relations within a corporation, but the
tour showed a different side of agency
PR that I havent seen before, said
Wayne State PRSSA member Jesse
LeTarte.
by IEsha Swilley
E-board members Greg Melvin, Meaghan
Priebe, Gabrielle Fawaz, Alex Washington
with Hubert Sawyers III
transportation; you can actually meet
up. He pointed out that unless you
The Power of PR in a Resurgent Auto Industry
by Alex Bienkowski
In an industry once marred by bailouts
and backlash, many top automakers see
innovative public relations efforts as a key
reason for increased sales and consumer
loyalty.
Kyle Bazemore, senior manager of
product communications for the luxury
auto brand Infiniti, explained how reaching
the consumer in a struggling economy is a
matter of doing more with less and
utilizing different media markets.
Infiniti has begun targeting online
bloggers in many of its campaigns, giving
consumers access to interactive
experiences once reserved only for the
traditional journalist.
We want to show what we do,
Bazemore said in a recent interview with
online publication PRNewser.
General Motors, perhaps the most
highly criticized automaker in the post-
bailout era, has shifted its marketing
efforts from damage control to digital
communication and consumer-driven
interaction. Mary Henige, director of social
media and digital communications for GM,
explained how curtailing PR strategies to
consumers in a changing economy has
helped the company reclaim its position as
January 2012 11
actually attempt to connect with others,
your presence on social media
platforms is useless because social
media is worthless without
interpersonal connection.
The overall message was that social
media can be an extremely vital tool in
furthering your personal and business
connections for the future. Our
presenter said it best, the better we get
to know each other and the more
transparent we are, the more
opportunities we have for innovation
and change.
the worlds largest automaker. The
GM homepage is constantly updated
with stories, blog posts and photos
featuring ideas direct from
consumers and employees. GM
makes it a point to respond quickly
to both positive and negative
feedback from customers on its
social media pages.
Cars are something that people
are really passionate about, Henige
told PRNewser. Maybe youve
done something to disappoint, but if
you respond, theres positive
feedback and from that point, its
momentum building.
Last months North American
International Auto Show perhaps
the mecca of automotive PR saw
its largest attendance in more than
five years. Though the future of the
automobile is still unclear, the
industrys PR professionals will
continue to be a driving force.
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
Ofield Dukes Diversity Summit
by Greg Melvin and Alex Bienkowski
More than 120 students and
professionals gathered at McGregor
Memorial Conference Center to
explore diversity in public relations
during the inaugural Ofield Dukes
Diversity Summit on February 16.
Presented by PRSA Detroit,
General Motors and the WSU
Department of Communication, the
summit was named in honor of the
late Ofield Dukes, APR, Fellow
PRSA, a renowned PR professional,
educator and journalist.
PRSA Detroit President Jennifer
Flowers, APR, who has chosen
diversity as a primary focus this
year, said she was glad to see
attendees from all sponsored PRSSA
Chapters Wayne State, Eastern
Michigan and U of MDearborn.
Its a great collaboration
between PRSSA and PRSA,
Flowers said. Id like to see us do
more of this kind of thing, because
its a great way to bridge our
organizations.
She said one of the goals of the
summit was to explore diversity
beyond racial and ethnic
frameworks.
The first two sessions focused on
diversity in the context of different
generations, said Greg Melvin, who
was on the committee that
planned the summit. We
dont often think of age
when we discuss diversity.
Its a unique approach, and
appropriate given the even
mix of students and
professionals in attendance.
PRSSA members Amy Lafnear,
Stephanie Oben, Meaghan Priebe and
Shelby Caverly at the Ofield Dukes
Diversity Summit
Author and career coach Jocelyn
Giangrande enlightened the audience
with her presentation on generational
diversity, explaining that the definition
of diversity must include more than just
cultural differences.
In a case study on the new Chevrolet
Sonic, Chevys Communications
Manager Cristi Vazquez illustrated how
marketing strategies that focus on
generational diversity can lead to
enormous success for companies that
wish to reach younger audiences.
Randy Walker, chief diversity officer
for Henry Ford Health Systems, along
with Rodney Martin, diversity partner
for the law firm Warner, Norcross and
Wayne County Commissioner
Irma-Clark Coleman delivered
the opening remarks of the
summit.
February 2012 12
Judd, gave a riveting presentation on
the benefits and challenges that result
when organizations start to focus on
diversity.
A decadent meal was
accompanied by cultural
entertainment a performance by the
WSU African Dance Company.
To cap the summit, an esteemed
group of local journalists and PR pros
gathered to discuss diversity issues in
crisis communication. Moderated by
Alicia Nails, director of the
Journalism Institute for Media
Diversity, the panel included Walter
Middlebrook, assistant managing
editor at The Detroit News; Bill
Laitner, staff writer at Detroit Free
Press; Georgella Muirhead, APR,
partner and president at Berg
Muirhead and Associates; and John
Bailey, managing director at
Lambert, Edwards & Associates.
Dr. Matthew Seeger, dean of the
College of Fine, Performing and
Communication Arts, closed out the
event by expressing his gratitude for
everyone who made it possible,
including Dukes.
His story was not just one of
diversity but opportunity and
perseverance and integrity, of doing
the right thing, or perhaps more
specifically, using communication
to do the right thing, Seeger
said.
Dukes sister Lou Brock and
granddaughter also attended the
summit. Flowers said that during
lunch Brock turned to her and
said, Ofield would be so
proud.
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
Success Tips from the Pros with Nicole Blaszczyk
On February 13, PRSSA was lucky
enough to have a returning speaker who
always leaves a major impact on us-
Nicole Blaszczyk, marketing
coordinator of the Detroit Tigers. For
this particular meeting, Blaszczyk gave
useful tips on making networking less
awkward and being comfortable during
an interview.
I started the conversation and
question flow by asking her what
advice she could give us while trying to
figure out what we want for a career,
and how to give ourselves an one-up
over others. Blaszczyk said to job
shadow, network, network, network,
and leave a great first impression.
Interviews play a vital role in
leaving an impression, but are also an
area of great stress and anxiety for
many. Blaszczyk gave advice on how
to be more comfortable during an
interview. You can be the one to steer
the interview. Your resume is just a
sheet of paper listing your skills and
successes, but the interview is what gets
you in the door to really prove yourself.
Before going on an interview, make
sure to research the company and know
February 2012 13
by Meaghan Priebe
what they do, what they specialize
in so that you can ask questions and
relay their values in your answers
during the interview. When you are
going to the interview, dress for the
job that you want, not the one you
are applying for, or have now.
Another topic that initiates
anxiety for many pre-professionals
is the concept of networking. I
asked Blaszczyk how to make Detroit Tigers marking coordinator,
networking less awkward. She Nicole Blaszczyk shares her success tips
advised us to think of it as a with PRSSA members
conversation. Start small
conversations about anything! But
you HAVE to start reading! Blaszczyk said that using cardstock, and
She said that reading anything and printing your information on that to
everything makes it much easier to create business cards, works fine.
create and carry conversations while Overall, Blaszczyk helped ease a lot
networking. Blaszczyk went on to tell of anxiety that many of us have over
us to ask open-ended questions, dont interviews and networking. She is a
make them feel uncomfortable, be great inspiration to many of us through
friendly you never know who anybody her role as a professional, and by
is, or who they know. She also told us to relating to us easily. She reminded us
make our own business cards. that the main opportunity to most things
Making business cards help to get in life lies in exuding your inner
your name out there and leaves your confidence and charisma.
contact information with them.

.WAV, MP3, P2P,What about PR? Public Relations in the Music Industry
With the digital download and peer-
to-peer networks now dominating
todays music marketplace, I find myself
wondering what impact this dynamic
shift has had on public relations.
Music and communications scholars
Jerald Hughes and Karl Reiner Lang
describe how the exchange of music has
become artifact-less, making it less of
a tangible product and more a piece of
information that can be shared instantly
by millions worldwide. This wide reach
and easy access has led to the
development of highly specific target
markets for any conceivable genre of
music.
Consumer choice is at an all-time
high and, as Hughes and Reiner explain,
A shift in power is occurring from the
large and established music industry
institutions to digital community
by Alex Bienkowski
networks. Up until recently, record
labels were deemed gatekeepers of
the musical product. Artists rarely
gained exposure outside their own
communities without acceptance from
the record company, and consumers
were offered little access to music that
big labels chose not to promote.
What does all this mean in terms of
public relations? Previously,
promotional efforts would focus on
superstar artists in an effort to meet
high-sales targets. Now, with the
advent of social media and music
players like Spotify and Soundcloud,
artists can gain worldwide exposure in
seconds, and many promotional
campaigns can be done in-house by the
artists themselves.
Many music public relations
companies already have a dedicated
focus, concentrating solely on print or
radio efforts, for example. But
campaigns must now hone in further
on the many different niche markets
related to the artist or label they
represent. Where much of the focus
used to be on promoting the release of
an album formerly the labels
biggest moneymaker promotional
efforts have shifted their attention to
the live show and the creation of
positive press surrounding a concert or
tour.
Though the music industry has
undergone drastic changes in recent
years, with regard to public relations,
one thing seems certain: the creative
campaign that can reach as far as the
music it represents will ensure the
most success.
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
ChiPRtainment: Its Not Just an LA Thing
Every time I have tried to explain
what I want to do when I grow up, I get
looked at like I am crazysome crazy
girl, living in some fantasy world,
chasing some fantasy dream. That is,
until I attended the DePaul University
PRSSA regional conference in Chicago.
I went to the conference on a whim. I
knew Chicago was a cool place, I had a
free place to stay and I like to travel.
Little did I know that attending this
conference would bring about an eye-
opening and motivating experience,
solidifying that I am not crazy after all.
The conferencewas February 2 and 3.
I heard speakers from all realms of the
PR world; Burson-Marsteller, Matter-
Edelman and Modern Luxury Media.
The speakers from each organization
touched on different areas in the
communications field.
Burson-Marsteller is a global
company with specializations in areas
such as public relations, crisis
management, brand marketing,
organizational communications, and
digital marketing (only to name a few).
For our agency visit, they had their
younger professionals speak to us in
regards to how they got to where they
are, as well as advice and tips for getting
us there. Nicole Garelick, client staff,
specializing in public affairs and
assistant corporate practice, had great
advice for us pre-professionals. A topic
that was most discussed was how to
create an effective resume.
Garelick said that you want
something that makes you different from
the pact. An effective resume should
be a series of results, which talk about
success, Garelick said.
Another common theme that I
appreciated was for making a resume
stand out is to somehow give it
character.
Every position will have a job
description, whether it is team player or
motivator. Look at the description and
stick those words in your answers during
the interview, says Joseph Tateoka,
associate technology practice.
The speakers from the agency were
an inspiring start to the conference.
by Meaghan Priebe
Seeing young professionals gives you
that light at the end of the tunnel
saying, oh yeah, I can succeed.
Our first speaker of the second day
was Patricia Murphy, from Matter-
Edelman. This agency has three main
locations, New York, Los Angeles
and Chicago. Its areas of
specialization are celebrity PR and
publicity, sponsorship and partnership
marketing, talent services, and
branded entertainment.
Murphy spoke of how vital the
representation of reputation of an
organization or client is. This agency
appealed to me because of the work it
does with high-status people from
entertainment to sports.
Murphy made a point about
working with a celebrity and how it
attracts the public to that product.
People want a reason to believe from
someone who they trust [the]
celebrity needs to align with the
brands DNA, said Murphy.
Murphys presentation was the first of
my eye-opening experiences on this
trip, reminding me that there is more
to PR than automotive and automotive
suppliers.
The next speaker was my favorite,
from Modern Luxury Media. We
heard Allison Cooke talk about
strategic communication. Cooke is
marketing manager for CS magazine,
which is a publication of Modern
Luxury Media.
February 2012 14
The company produces luxury,
high-end, publications for those
high-status, elite clients they are
trying to attract. Not only does
Cooke work for an inspirational
company, she also gave useful
advice. As a young professional
herself, and receiving a dream job at
this young age, she was able to
speak to us with empathy, adding a
motivational factor.
As studying journalism herself,
she knew it would only be focused
on the writing aspect. She wanted to
learn a variety a skills for the
communication world, which
inspired her to start studying graphic
design.
Cooke knew she wanted to work
for a magazine, and knew she had to
be in a big city in order for her
dream to come true. Once she
landed her job with Modern Luxury
Media she knew that, in no other
job will you learn about so many
different industries making so
many connections.
Before Cooke left, she said be
proactive and take initiative, find a
mentor, while you are young take a
job that will teach you more than it
pays, and be persistent.
This Chicago trip reassured my
confidence in the field I want to
pursue. Coordinating and attending
PRSSA events, listening to speakers,
and attending agency tours in Detroit
allows you to see a pattern in PR
industries in the area.
The trip helped me realize that I
am able to do what I set my mind to.
If there is a field that you desire to
go into, fight for it. If there is an
internship that you are dying to
have, stick with it and get it!
Though the opportunities you dream
of may not be right under your nose,
they are out there and do exist.
All it takes is hard work and
dedication, and coming from Detroit,
I know, we all know, what hard
work means.
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
I represented Wayne State University
at the Public Relations Student Society of
America National Assembly in Charlotte,
North Carolina from March 15 19.
On the first day of the National
Assembly, I was placed in a group with
seven students who were from different
schools across the country. We were
charged with creating a communications
campaign for Duke Energy, the corporate
sponsor for the assembly. We were to
develop a campaign to help change the
negative image it had among residents in
the Charlotte area.
During the campaign, I gained
valuable hands-on experience working
with a real client. While I do work with a
real client in my 5160 class with Dr.
Najor, this was even more challenging, as
we were on a stricter deadline and I was
working with team members that I didnt
know before this assembly. This also
allowed me to apply the skills learned in
her class to this campaign. Specific skills
that I applied in the campaign were
conducting primary and secondary
research, setting goals and objectives,
creating programs and a budget, and
finally, evaluating our success.
I also attended sessions on how to take
advantage of all the opportunities that are
presented to me by being a member of
PRSSA. Being a part of PRSSA gives
me access to internships and jobs across
The Business Case for PR in Detroit with Tom OConnell
The James S. Measell PRSSA chapter
was honored to have Tom OConnell,
account executive for Business Wire, as
the guest speaker for the April 9 meeting.
The theme of this meeting was
Detroit Business: Driving
Communications in the Motor City and
Tom discussed just how Business Wire
does this in Detroit, as well as globally.
Business Wire is a leader in
commercial press release distribution that
services numerous companies. As a
leader, OConnell discussed how
important it is to ensure they are
releasing the most accurate information
because many people view the
information, stating, "When you're
pushing a release on a wire service in
March 2012 15
PRSSA National Assembly
by Jarrett Sanders
the country.
During the National Assembly the
delegates from each university elected
the new national committee. Applicants
who ran for a position submitted
resumes with all of their qualifications.
These resumes were distributed to the
delegates. These candidates also gave
speeches.
The knowledge that was gained from
my experiences at the conference and
the networking opportunities that I had
were like nothing I have ever
experienced. I even ran into a former
WSU PRSSA president back from 1993.
He was thrilled to see me there and we
vowed to keep in touch.
There is a smorgasbord of reasons
why all PR students should experience a
national assembly. There are real life
experiences that you can carry
throughout your entire PR career. The
networking opportunities that are
presented can potentially kick start your
career in the field. As a PRSSA
member we have access to over 30,000
professionals across the country who are
ready and willing to help us all we
have to do is ask!
April 2012
by IEsha Swilley social media and SEO services to
large and small organizations,
Business Wire has earned the trust of
many. Just as other public relations
professionals must build and
maintain relationships with the
media, OConnell discussed that, to
some extent, he must as well. The
credibility of Business Wire was
built on its ability to effectively
reach results and client expectations.
Although this is not the career path
Business Wires Tom OConnell speaks Tom originally saw himself doing,
at Wayne State PRSSA meeting he admits he enjoys what he does.
You never know where your
general, it's not just the media who's career is going to take you, Tom
accessing it." Providing quality services said, but I love what I do.
such as public relations, investor relations,
Salute 2011-2012 A Year in Review|Volume 17, Issue 2
16

Wayne State University

Public Relations Student Society of America

Why join? Here are some of the benefits that come with PRSSA membership:

Networking Our close relationship with PRSA-Detroit, our sponsor Chapter, allows members to
connect with Detroit-area public relations and communications professionals.

Professional Development Guest panel discussions, resume, portfolio and social media workshops
and private tours of local public relations agencies are just some of the events Wayne State PRSSAs
features each year.

Awards and Scholarships PRSSA National doles out more than $30,000 annually to fund
scholarships and awards to individual members who apply. National also offers awards to Chapters in a
number of categories to recognize the outstanding achievements of PRSSA Chapters.

Internship/Job Resources PRSSA members have exclusive access to the PRSSA Internship Center
and the PRSA Job Center, which are two of the best career resources an aspiring public relations or
communications professional can utilize.

Hands-on Experience There are plenty of writing opportunities for members to expand their
portfolios, both within the Chapter (our blog and newsletter, Salute) and on a national level (PRSSA
Blog, Nationals newsletter, Forum). Additional opportunities for hands-on experience include event
planning, national campaign competitions and fundraisers.

Congratulations on
your
25th Anniversary