Public Relations Society of America CEO and Chair-Elect Rosanna Fiske

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Meet the new Public Relations Society of America CEO & Chair-Elect Rosanna Fiske, who joins guest host Sandra Burrowes to discuss how the Public Relations Society of America (PRSA) will support PR professionals in 2011.

Throughout the year, the Public Relations Society of America’s strategic communications planning team canvassed senior-level public relations firm professionals in New York, Atlanta, Miami, Chicago, and Los Angeles for their views on the future of the public relations industry and to identify the core needs of PR professionals. The new (draft) PRSA strategic plan emphasizes and expands on the organization’s five pillars–advocacy, the business case for public relations, community, diversity, and education–and will put a new focus on ethics, excellence, and society management.

Social media continues to be a growing edge for the industry. While the Public Relations Society of America offers significant training and development opportunities, Fiske cautions that social media is only one of many digital marketing tools and neither a communications strategy nor a required foundation for a successful communications initiative.

She also discusses the value of the Public Relations Society of America’s Accredited in Public Relations designation and the general benefits of involvement in the industry.

A 20-year public relations veteran, CEO, and Chair-Elect of the Public Relations Society of America, Rosanna Fiske is also the graduate coordinator and associate professor of advertising and public relations at South Florida’s largest public research university, Florida International University, in Miami, Florida.

These podcast show notes were written and optimized by Sandra Burrowes, Senior Public Affairs Specialist at The Mayo Clinic.

Photo by PRSA Tampa Bay.