WEST VIRGINIA CHAPTER Chapter & Verse Is a tanker of diesel on your crisis preparation list? By Intern Amy McCallister-Ethel Public relations professionals from across the state came together to participate in a crisis communications seminar at Marshall University in October. The professional development training featured a crisis communications panel, presentations about the importance of planning for a crisis, and a handson group learning session. Professional Development Committee Chair Rachel Coffman, shown above, moderated the crisis communications panel featuring Laura Jordan, WV American Water, Phil Moye, Appalachian Power, Rudi Raynes, Putnam County Schools, and Mary Green, Ann Green Communications. “The common themes of crisis communication are being prepared, being proactive, stating the facts, telling the truth and responding to every media inquiry that you can,” Jordan said. 1 Laura Jordan, external affairs manager for WV American Water, spoke about the challenges her company faced in the aftermath of the Freedom Industries spill. Afternoon presentations opened with “Creating a Crisis Communications Plan and Why It Is Important,” by Krista Farley of the American Red Cross, shown below. She shared a detailed step-by-step plan as a takeaway for those in attendance. importance of being prepared for the details of a crisis based on his years of experience as the owner of a satellite truck. For example, following the tragedy at Virginia Tech, 127 satellite trucks were there and the campus was ready. “If something were to happen, where would you put 127 satellite trucks?” Stevens asked. He also shared the experience on one site where a diesel truck was brought to fuel the satellite trucks, since that was easier than taking the trucks to the fuel. That was one tip that even the most experienced professional in attendance will add to their crisis communication preparedness list! INSIDE INFO Mock Press Conference...............2 Member news..............................2 Joe Stevens of the Media Center, shown at right, shared his experiences from “On the Front Lines” of many crisis situations. He spoke about the November meeting notice..........3 November webinars...................4 President’s Corner.....................4 po box 13604 • charleston, wv 25360 • 304.984.0308 • we.are.pr@prsawv.org • november 2014 East Central District honors West Virginia Chapter The West Virginia Chapter has been recognized by the East Central District of PRSA with a Chapter Excellence Award for its 2013 professional development offerings. The chapter professional development award recognized the chapter’s efforts to “increase members’ public relations expertise at all experience levels.” This was done by taking advantages of resources and talent inside the chapter as well as inside the state. With 55% of our membership located in Charleston and Kanawha County, we had long heard from non-Charleston members about the difficulty of attending luncheon meetings when their drive could be from one to six hours each way. Based on this informal research and feedback, the Board of Direc- tors, Professional Development Committee and Program Committee discussed the best ways of providing high-quality public relations education to professionals across the state. They decided to host two programs in the central portion of the state, while also giving them reasons to attend meetings in Charleston. President-elect Andy Wessels accepted the award during the East Central District QuickStart Conference in September. Crisis communications hands-on activity By Intern Melissa Dungey “Several people were injured when a toxic cloud passed through the Midvale Fall Harvest Fest at about 4:20 p.m. today after a tanker train collided with a semi-tractor trailer. “High school band members were the first to be affected by the toxic cloud as it moved over the football field. After band members began choking on the fumes, audience members rushed to escape, resulting in several trampling injuries. The chaos also led to many families becoming separated.” That was the mock press conference scenario Marshall University professors Dr. Terry L. Hapney Jr, Jason Lovins, APR, and Dr. Chris Swindell presented to attendees of the October professional development seminar. Attendees were divided into three groups: local and company officials, media and observers. The press conference panel consisted of “Midvale” authorities, including the mayor, the chief of police, a spokesperson for one of the companies involved in the incident and a spokesperson for the school. After presenting the facts of the incident, questions were taken from the media which consisted of representatives from print, radio, television and the web. To shake things up for the panelists and media, the mock press conference even came complete with a woman bursting in, frantic to find her missing sister. The observers got their time to talk when the press conference concluded. Perhaps the most common observation was how well the mayor did (portrayed by Jacqueline Proctor, shown above). She maintained her calm voice, even when the frantic woman burst in and the reporters rapidly fired questions at her. Proctor also did a good job of steering the reporters’ questions back to the issue at hand. “Let’s keep it on public safety right now,” said Proctor, playing the mayor. An important observation was made on the use of language. It was observed that the word caustic was used numerous times by the panelists, but that many people might not know what that word means. According to Swindell, simple language that’s easy to understand should be used during a press conference. Lovins concluded the session on the excellence theory in crisis communications and said that we should all “strive for it.” This was a truly unforgettable session. The three Marshall University professors provided a topnotch learning experience that was perfect for attendees, regardless of their level of crisis communications or press conference experience. Marshall University professors Lovins, Hapney and Swindell watch over their mock press conference. po box 13604 • charleston, wv 25360 • 304.984.0308 • we.are.pr@prsawv.org • november 2014 2 FREE webinars Register at www.prsa.org Nov. 11 How Polarizing Scotch Brand, Laphroaig, Built a SocialCentric Global Campaign Laphroaig’s “Opinions Welcome” is a perfect example of a global social campaign that started digitally, from ideation to execution, then branched out using the consumer as the brand megaphone. Discover which components to consider and why in developing a global social campaign. Nov. 13 Transform Your Pitch From Snooze to News Do you have a routine story to pitch? Learn eight proven approaches that will transform your routine story into one that grabs attention in the first sentence. Nov. 18 The Ideal Social/Digital Team As the number of communications platforms continues to grow, companies are becoming increasingly proficient in engaging with communities while developing and curating the type of content that fuels customer and brand loyalty. Learn how to activate a program, and how team members collaborate and relate. Nov. 20 Storytelling Techniques to Reach Your Stakeholders Research has shown that nonprofit organizations that have taken time to develop a narrative around their missions and programs have seen positive results in terms of donations, volunteer recruitment and attracting new clients. 3 November meeting notice Honoring one of our own Join the West Virginia Chapter of PRSA on Wednesday, November 19, at Edgewood Country Club as we honor Linda Arnold with our Lifetime Achievement Award during our final meeting of 2014. This is the fifth time the award has been presented. Previous recipients were Ann S. Green (2000), the late Thad Epps (1996), Charles Ryan, APR (1995) and George Manahan (2013). The cash bar begins at 5:30, followed by dinner at 6:00. Join us for an evening of Linda Arnold stories, as told by Patty Johnston, Cindy Sheets (daughter of Linda’s mentor Bill Turner) and Steve Morrison, as well as through a video from Senator Rockefeller. We will install officers for 2015, as elected during the October meeting. Our new leadership team includes President Andy Wessels, President-elect Stacy Deel, Treasurer Brandon Totten, Secretary Dr. Terry Hapney, Immediate Past President Sara Payne Scarbro and Directors Rachel Coffman, Emily Myers Duke and Kyra Harris. Sara Payne Scarbro will receive the William H. Chaddock Presidential Service Award. Linda’s work in a variety of areas, including politics and owning a successful agency for many years, will provide us with a number of great stories throughout the evening! As a tribute to Linda and her passion for animals, we are asking for contributions of Purina cat and/or dog food and other toys and products that will be donated to the Kanawha Charleston Humane Association in her name. Reservations are due by Friday, November 14, and the cost is $40 per person. You can register and pay online at www.prsawv.org. _____ Yes, I will attend the November 19 installation dinner. Name _________________________________________________________ Company ______________________________________________________ Email _________________________________________________________ Guest _________________________________________________________ Company ______________________________________________________ _____ Check enclosed for $40 per person. Reservations are required for this meeting and must be received by Friday, November 14. Register by mail or online at www.prsawv.org. Full payment must accompany each registration. Make check payable and mail with reservation form to: PRSA-WV Chapter • PO Box 13604 • Charleston, WV 25360-0604 po box 13604 • charleston, wv 25360 • 304.984.0308 • we.are.pr@prsawv.org • november 2014 PRSA-WV Chapter PO Box 13604 Charleston, WV 25360 November 19, 2014 Presentation of the Lifetime Achievement Award to Linda Arnold 5:30 p.m. (cash bar) 6:00 p.m. dinner Edgewood Country Club Charleston President’s Corner Please join us for our November meeting as we honor one of our own – Linda Arnold. Linda’s spirit for life and our profession is truly admirable. A Beckley native, Linda graduated from WVU, worked in both the public and private sectors, started the successful Arnold Agency and most recently is a national syndicated columnist. Throughout her many years working in the public relations field, Linda has shared her knowledge and passion for results with her clients and this chapter. Linda has supported this chapter as a member and as a speaker. She truly strives to “Live Life Fully.” She is a friend to many of us and it is time that we gather and express our appreciation to her. So please join us as we cel- 4 Sara Payne Scarbro ebrate Linda Arnold’s accomplishments. Indeed, it will be a great night for good food, fun and friends. In addition to this special recognition, we will also install our officers for next year. Don’t miss this exciting dinner. See you there!