Chapter Goals

2015 Strategic Plan
Akron Area Chapter PRSA
Revised February 2015

Background

The Akron Area Chapter of PRSA has experienced more than fifty years of success in promotion of the public relations profession and is ramping up for the celebration of the chapter’s Golden Anniversary in 2019.

The chapter has continued to work to build its membership, improve programming and offer unique networking and mentoring experiences for new and established public relations professionals. Signature events, such as the annual YouToo conference, sponsorship of the annual Poynter Ethics workshop and the annual evening networking event, are highly successful and anticipated events. The chapter has also developed a robust social media presence, which includes Facebook, Twitter and LinkedIn pages.

We must follow the Vision, Mission and Goals of national PRSA, adapted for the Akron Area Chapter, to better achieve our goals. This plan attempts to do that and also outlines the Publics, Strategies/Tactics and Measurement techniques that will help Akron Area PRSA fulfill its mission of improving the profession and the professional.

Our two main goals will be to:

    • Obtain new members and retain current members
    • Develop relevant and attractive programming

Although this plan contains a wide variety of recommendations, we must concentrate on three or four goals and achieve total success in their execution. These key goals are indicated in the plan.

Vision

The Akron Area Chapter of the Public Relations Society of America (PRSA) serves a wide variety of professionals in its geographic area (an area encompassing Medina, Summit, Portage, Trumbull, Mahoning, Columbiana, Stark, Wayne, Ashland, Richland, Holmes, Tuscarawas and Carroll counties) helping them to excel in effective, ethical and respectful communications on behalf of the organizations they represent and the constituencies they serve.

Mission

The Akron Area Chapter of PRSA is the advocate for communications professionals in its service area and advances its members’ careers by helping to provide:

  • Lifelong learning
  • Vibrant, diverse and welcoming professional communities
  • Recognition of capabilities and accomplishments
  • Thought leadership, ethics and professional excellence

Goals

Programming

  • Host six-to-eight monthly meetings with an average attendance of 35 (with a special emphasis on consideration of hosting one or two meetings, as possible, in locations outside of Akron)
  • Continue to host one-to-two social events each year
  • Continue to host annual YouToo Social Media Conference and sponsor Poynter Ethics Conference
  • Schedule at least one joint meeting with another professional development organization such as the Akron Press Club, the Cleveland PRSA Chapter, American Marketing Association or the International Association of Business Communicators

Membership

  • Increase and maintain membership to at least 110 members
  • Work on getting more involvement by current members, including more interest in volunteering
  • Continue to expand member communication avenues such as the website
  • Continue to foster relationship between PRSA and PRSSA
  • Sponsor two social events with a break even goal - member networking event and young professionals event
  • Find new ways to leverage the YouToo Social Media Conference to obtain members

Community

  • Continue to offer pro bono PR counseling to nonprofit organizations
  • Increase efforts to make the Chapter more diverse
  • Spotlight new and current members in newsletter - create a culture of recognition
  • Utilize the website to foster a sense of community by continuing to update it regularly and consider content that will make people come back to it again and again

Recognize Capabilities and Accomplishments

  • Continue to award APR pinning ceremonies at monthly meetings

Publicity/Social Media/Website

  • Continue to build newsletter and eblasts that are attention grabbing and informative
  • Continue to expand social media networks to better publicize chapter events, member accomplishments, pictures from events, membership benefits
  • Increase member use of website - position as member benefit

Advocacy and Ethics

  • Serve as the champion and interpreter of the public relations profession and the watchdog of its Code of Ethics
  • Continue to expand the role of the Advocacy Chair and the promotion of professional ethics
  • Strive to include ethics and advocacy (if possible) into the central theme of events/programs

Administrative

  • Develop a more streamlined reporting method for board members and committee chairs through Dropbox
  • Develop a strong annual budget and improved financial reporting template
  • Create an account online to house all chapter documents, including monthly board reports, agendas, accounting information, etc.
  • Develop strategic topics for each Board meeting so it is more than a “touch base” meeting
  • Develop annual survey to gather data/feedback that will aid all areas