On The Record Online

Meet the new PRSA 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 2010, PRSA’s strategic planning team canvassed senior-level 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 new focus ethics, excellence and society management.

Social media continues to be a growing edge for the industry and while significant training and development opportunities are being offered by PRSA, Fiske cautions that social media is only one of many tools, and is neither a communications strategy nor a required foundation for a successful communications initiative. She also discusses the value of PRSA’s Accredited in Public Relations (APR) designation and the benefits of involvement in the industry generally.

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


@EricSchwartzman provides online communication training, strategy and social media governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage.

His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies.

Eric is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US.

His book "Social Marketing to the Business Customer" with Paul Gillin about B2B applications of social media communications is available at Amazon, Barnes & Noble or Borders.

These podcast show notes were written and optimized by @SandraBurrowes.

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