Media outreach.It's the type of press coverage associations dream about: a thorough, captivating cap·ti·vate tr.v. cap·ti·vat·ed, cap·ti·vat·ing, cap·ti·vates 1. To attract and hold by charm, beauty, or excellence. See Synonyms at charm. 2. Archaic To capture. , accurate report on a major activity. The dream came true for the CFA Institute, Charlottesville, Virginia, in mid-July when the Dow Jones Newswire ran a story, "The Longest Wait: Analyst Test-Takers Have Summer of Fear," about the grueling, multiyear Chartered Financial Analyst Chartered Financial Analyst (CFA) An experienced financial analyst who has passed examinations in economics, financial accounting, portfolio management, security analysis, and standards of conduct given by the Institute of Chartered Financial Analysts. exam process. How exactly did the CFA Institute get this dream coverage? "We offered exclusive access to the CFA (Computer Fraud and Abuse Act of 1986) Signed into law in 1986, the CFA was a significant step forward in criminalizing unauthorized access to computer systems and networks. The Act applies to "federal interest computers" that include any system used by the U.S. exam grading center to Dow Jones, The Nikkei Financial Daily (Japan), and National Public Radio," explains Rich Wyler, vice president of public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most and advertising. "This was our first time opening up the grading center to reporters in several years. Previously, we only invited in a local reporter. We brought in the three [news organizations] individually rather than as a group, gave them a tour of the grading center, and provided individual interviews with the CFA Institute's CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. and with the executive vice president in charge of the exam program. [ILLUSTRATION OMITTED] "We wanted to emphasize the rigor rigor /rig·or/ (rig´er) [L.] chill; rigidity. rigor mor´tis the stiffening of a dead body accompanying depletion of adenosine triphosphate in the muscle fibers. of the CFA examination and grading process, the passion of the graders, and the international scope of the project," says Wyler. "So we [also] set up three 20-to-30-minute interviews with small groups of graders from Japan, South Africa, Canada, and the United States. We had graders who were grading for the first or second time and two [people] who had graded for 17 and 19 years [respectively]." Fascinating CFA facts highlighted in the Dow Jones article: * The series of tests are given on the same day in early June in 89 countries. * Successfully completing all three levels of the examination process takes an average of four years. * Only slightly more than half of the 83,284 candidates who enrolled for the exams in 2004 can expect to pass. * About 750 Chartered Financial Analysts from 30 countries gather in Charlottesville for the grading process, generating $1 million in revenue for the local economy in the process. The institute's media outreach effort also netted a one-minute story on National Public Radio and a longer version on a local NPR NPR In currencies, this is the abbreviation for the Nepal Rupee. Notes: The currency market, also known as the Foreign Exchange market, is the largest financial market in the world, with a daily average volume of over US $1 trillion. affiliate--WMRA in Harrisonburg, Virginia. |
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