NATIONALLY RENOWNED EXPERT TO EXPLAIN HOW PR CAN BOOM IN THE 'DO-MORE-WITH-LESS ERA'
NATIONALLY RENOWNED EXPERT TO EXPLAIN HOW PR CAN BOOM IN THE 'DO-MORE-WITH-LESS ERA' SAN DIEGO, Feb. 19 /PRNewswire/ -- Caught between opposing imperatives from superiors and/or clients -- to keep budgets down, yet to increase effectiveness -- public relations practitioners can still thrive in the years ahead, according to Patrick Jackson, PRSA fellow. Jackson will conduct an all-day seminar to explain precisely how in a rare San Diego appearance on Saturday, Feb. 29. Presented by the San Diego chapter of the Public Relations Society of America (PRSA), the class is titled "Navigating Between Scylla and Charybdis," the mythological monsters characterizing a dangerous rock and a whirlpool in the Straits of Messina. It is aimed at senior practitioners, i.e., agency principals or public relations department heads. Jackson will cover topics including: -- Knowing exactly what will work for an organization or client; -- Becoming a sharper budgeter and financial manager; -- Practicing "vacuum management;" -- Leveraging new techniques and strategies to suit an era of rapid change; and, -- Becoming an outcome-oriented strategist rather than a process- oriented specialist. "This is going to be the professional development seminar of the year. Pat is one of the most respected experts in the field of public relations," said seminar chairman Peter James MacCracken, president of MacCracken & Co. Inc. and member of the board of directors of the San Diego chapter of PRSA. "He looks so far into the future of our profession that he helps define where the field, and even business itself, is going." The class will be held in the Emerald-Shapery Center in downtown San Diego (402 W. Broadway) from 9 a.m. to 5 p.m. Registration and continental breakfast is at 8:15 a.m. Cost is $150 for PRSA members, $175 for non-members. For registration or other information, contact Mary Jenkins at MacCracken & Co., 619-496-3701. Jackson is senior counsel of Jackson, Jackson & Wagner, a New Hampshire public relations consulting firm. He also is editor of pr reporter, an important trade newsletter, author (with San Diego State University's Allen Center) of the Public Relations Practices textbook, and former national president and a member of the College of Fellows of PRSA (accredited members who have practiced at least 20 years). He has presented in excess of 1,000 seminars, workshops, speeches and keynote addresses on public relations and issues in the field, and is one of PRSA's best-known and widely respected resources. Jackson has been called "the public relations counselor's public relations counselor." PRSA is a national organization of more than 14,000 public relations practitioners in all 50 states. Formed in 1947, it is the leading public relations organization in the world. It focuses strongly on professional development, offers a professional accreditation program and has a code of professional standards to which all members must adhere. The San Diego chapter boasts nearly 200 members. -0- 2/19/92 /CONTACT: Peter James MacCracken for PRSA, 619-496-3701/ CO: Public Relations Society of America ST: California IN: SU:
KJ-CH -- SD001 -- 0376 02/19/92 11:03 EST
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|Date:||Feb 19, 1992|
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