In the video presentation below, PRSA Chair and CEO Rosanna M. Fiske, APR, discusses some of PRSA’s key accomplishments thus far in 2011, provides an update on the proposed dues increase and looks ahead to the PRSA 2011 International Conference.
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About the author
This is missing any discussion of what the organization has done to reduce costs. Certainly, the CPI has gone up, but the way membership organizations operate has also changed dramatically — providing opportunities to operate more efficiently. The most basic change has been the shift from hardcopy communications to electronic communictions. I would appreciate some insight into why PRSA continues to print and mail its monthly Tactics and quarterly Strategist publications. How much could be saved if those vehicles were sent electronically instead? Are all events, such as the Silver Anvil evening referenced, self-sustaining — or better yet, profitable? Should the Society consider virtualizing certain events to leverage the cost efficiencies that can be realized through technology?
Thanks so much for your comment and questions, Dan. We’ve written
here and other forums as to how PRSA, right in line with your point about how
membership organizations have had to become more efficient in how they operate,
has done just that. In the past three years, we have trimmed $1.5 million from
our annual expenses, primarily by reducing overhead, re-negotiating contracts,
finding ways to offer more efficient services (such as adding more webinars to
our slate of professional development offerings) and other efficiencies that
have greatly reduced the expenses for PRSA, but have maintained — and in many
cases, enhanced — our member benefits. For more information on just how many
member benefits have been added in recent years, please check out this
information page: http://bit.ly/kTypjj
And your point regarding a shift from hardcopy communications to
electronic is spot on. As you may know, PRSA is a data-driven organization; our
work is driven by research and member input of what our members value most and
what resources and information they need to help them advance as professionals.
Through that very research, we have made several changes to our operations.
For example, several years ago, we phased out print copies of our
member directory and other print directories in favor of digital directories.
This can be found in “MyPRSA” and for the public, via our “Find a Firm” feature
on PRSA.org.
As for printing Public Relations Tactics and The Strategist, again,
that decision goes back to research. Our last two membership satisfaction
studies, conducted every three years, indicate that many members still prefer
having a print copy of both publications mailed to them. Last year, however, we
began experimenting with digital-only versions of both publications. We are
continuing to evaluate the efficiency of this service and hope to have a better
understanding of its value to members in the months ahead.
Rosanna Fiske
Chair and CEO
PRSA