™ will highlight the pro bono work undertaken by PRSA’s professional and student Chapters, Sections and Districts to strengthen and preserve the local communities in which they live and work. Campaigns entered in the awards program will be featured on the PRSA website and in PRSA publications, and used to create white papers, webinars, conference break-out sessions and other learning opportunities that explore the research, planning, execution and benefits of the campaigns.
PRSA 2011 Chair and CEO Rosanna M. Fiske, APR, says that PRServing America — like PRSA’s industry advocacy campaign, The Business Case for Public Relations™ — will help to foster more accurate and better-informed perceptions of the role and value of public relations.
“Public relations has changed attitudes and behaviors toward some of the world’s most pressing social issues, from breast cancer awareness to drinking and driving to smoking and obesity,” said Fiske. “PRServing America is our way to highlight the immeasurable public good served by public relations, and to help casual observers of our profession understand the relevance of public relations and how it can impact them in a positive way.”
PRServing America entries will be due by April 1 of each year. At least some part of the program must have occurred in the year preceding the submission deadline.
Entries will be judged by members of PRSA’s Chapter/District Council in five areas: planning/content, originality, resources, results and potential to advance the profession. Winners will be announced at the PRSA Leadership Rally in June.
Prizes will be awarded to the PRSA communities responsible for creating the winning programs. PRSA currently is seeking corporate sponsors who can help offset the cost of the awards program.
About the Public Relations Society of America (PRSA)
With more than 31,000 members, PRSA
is the largest organization of public relations professionals and students. PRSA is comprised of 111 local Chapters
organized into 10 geographic Districts
; 14 Professional Interest Sections
that focus on issues, trends and research relevant to specialized practice areas, such as technology, health care, financial communications, entertainment and sports, and travel and tourism; and the Public Relations Student Society of America
(PRSSA), which has more than 300 Chapters
at colleges and universities in the United States and abroad. PRSA is headquartered in New York.