College of Fellows: How to Apply January 15, 2019 Geri Evans, APR, Fellow PRSA Rose McKinney, APR, Fellow PRSA Janet Oppenheimer, APR, Fellow PRSA

Today’s Topics Fellow PRSA What is it? Why pursue it? How do I apply? When should I start to prepare for it? What’s involved? Who can help me? Where can I find additional resources?

The PRSA College of Fellows Mission: The College of Fellows adds value to PRSA members by providing, encouraging and soliciting achievement, superior knowledge, ethical leadership and advocacy that supports communications professionals as they continue to progress through their careers. Vision: The College of Fellows celebrates accomplished PRSA members whose careers are recognized as the profession’s highest level of ethical and strategic communications, and whose mentoring, leadership and service inspires and motivates others in the workplace, classroom and community.

The PRSA College of Fellows Established in 1989 Highest distinction awarded by PRSA 355+ active Fellows 6-25 new Fellows annually inducted; 11 in 2018 All have left a significant footprint on our profession

Why Become a Fellow PRSA Aspire to a higher professional level and pursue life-long learning Professional recognition by your peers, and leaders in and outside the profession Personal pride in your accomplishments, contributions and career Boost your reputation; enhance your credibility and future endeavors

What Does Aspire Higher Mean? PRSSA Students: beginning this journey; a motto APR Candidates: a major aspirational goal Fellow Candidates: continuing to aspire to a higher career goal and to inspire others Fellows: Your career doesn’t stop here; continuing to inspire others through your contributions #PRSAFellows #AspireHigher

Responsibilities: Fellow PRSA A Fellow PRSA . . .continues to #AspireHigher Upholds the reputation and character of the College of Fellows and our profession Serves as a role model; develops and inspires future professionals Stays informed and educated about best practices Gives back to the profession by mentoring, teaching, speaking or serving Demonstrates ethical judgment and behaviors

How to Apply: Eligibility Criteria Current PRSA member Minimum of 240 months of public relations or communication experience Accredited in Public Relations (APR)

Application “Mindset” The Selection Committee looks beyond job descriptions to see what you‘ve done that is exceptional throughout your entire body of work. Think of an outstanding NFL quarterback whose career record stands long after he retires versus the talented quarterback who was good enough to play in the NFL but ended up just “average.” Your application should reflect top-tier activities and above-average results: What footprint will you leave on the public relations or communication profession?

Review/Download Online Information prsa.org/about/about-prsa/affiliated-communities/college-of-fellows/how-to-apply/

Overview: The Application Part I: Applicant information form Part II: Eight-page narrative addressing six required criteria Part III: One-page summary profile and bio Part IV: Chapter/District/Section Comment Form - sent directly to PRSA Headquarters Part V: Letters of Reference – sent directly to PRSA Headquarters by the letter writers (six letters for new applicants; four letters for re-applicants)  *Parts I, II, and III are completed by the applicant and sent as a single PDF document, along with a $50 processing fee, to PRSA Headquarters

The Application: Criteria 1 and 2 On the 8-page narrative, the first two criteria seek historical information Accreditation Date of Accreditation Dates of APR maintenance PRSA HQ can provide dates, if needed 2. Professional Experience Title, employer, brief description of responsibilities Months in each position and timeframe (must add up to at least 240 months in public relations or communication positions) Percentage of time by position spent in management, performance or teaching public relations or communication Journalism is not public relations or communication

The Application: Criteria 3-6 Criteria 3-6 ask you to demonstrate your public relations or communication excellence by presenting a body of outstanding work Situation/background Actions/execution, including your role OUTCOMES / RESULTS Name and contact information for someone who can speak about your work and cited example(s) For each criterion, you must give five examples using this format as closely as you can:

Criterion 3: Superior Professional Capability 5 SIGNIFICANT examples of work that went well beyond the scope/expectation of your job Tips on showing OUTCOMES for this criterion: Percentage increase in coverage, market share, behavior change, fundraising (were/how objectives exceeded?) Project/process/activity was duplicated or repurposed Overcame significant barriers/resistance Set a new standard/higher bar Used innovative strategies and tactics to accomplish exceptional results

Criterion 4: Advancement of the Profession 5 SIGNIFICANT examples of work that positively altered the perceptions of public relations or communication among those inside or outside our profession This could include: Significant insights shared in books, articles, seminars, etc. – and how these advanced or changed the perception of our profession/impacted audiences Research that impacted or was leveraged by others Work for PRSA that significantly affected professionals or helped advance the understanding of our profession

Criterion 5: Service and Leadership 5 SIGNIFICANT examples of past, current and/or ongoing volunteer service Tips for showing outstanding service and leadership: PRSA leadership/service – show how your service created results, led to new processes or was otherwise exemplary Community volunteer leadership experiences are important to show diversification and well-rounded expertise Reminder: Continue to use the Background/Situation, Actions/Execution (with your role), and Outcomes/Results format

Criterion 6: Role Model 5 SIGNIFICANT examples that show how you have exhibited personal and professional qualities as a role model for others This may include: Mentoring, ethics training and educational activities to support young professionals and the related impact Awards/citations that demonstrate how your peers have recognized you as a role model in our profession Outstanding public and community service that wasn’t part of your role and didn’t provide financial gain Examples should not include your students or staff

The Application: Criteria 3-6 SummarY: A Total of 20 DIFFERENT Examples Provide reference for each of the 20 examples and include: Name Current phone number and/or Current email Important: Ensure each reference is willing and available to validate your work/contributions. A Selection Committee member may call him/her about your work and expertise. Note: PRSA staff may not be listed as a reference.

Application: Narrative Format No more than 8 pages 1” margins all around Arial 11 point font Each section clearly marked Complete and on time!

Tips for Application Success Read application and instructions carefully Start EARLY Explain your role in each activity Use “I” not “we” to describe your involvement Demonstrate RESULTS of an activity (and so . . .) Provide FIVE strong and different examples each for criteria 3-6 from throughout your career Be a compelling storyteller Proofread and proofread again Ask questions of your GoodFellow and GoodFellow Co-chairs

Other Application Elements Applicant information form – includes your contact information, membership-related information and names of your letter writers; must be signed On one page – summary profile (35 words) and formal biography (150 words) Application fee ($50)

Six Required Letters of Support 1 one-page letter signed by officer, immediate past president/chair who describes your qualifications Accompanied by separate Comment Form with board’s assessment Chapter/Section/ District 4 one-page letters written by a public relations or communication professional or educator Must be written on company or personal letterhead Describes your personal and professional qualities Should clearly describe how person knows you PR or Communication Professional 1 one-page letter written by someone who is not a public relations or communication practitioner or educator Consider a senior-level executive or religious leader in the community, volunteer board member, a non-PR client, a colleague not involved in PR or communications Non-PR or Communication Professional 1 4 1

Letters of Support: Restrictions NO letters from: A letter writer may endorse ONLY ONE person each year Members of PRSA Board of Directors College of Fellows Officers or Members of the Selection Committee Your GoodFellow PRSA Staff Exception: Chapter/Section/or District Officer may sign multiple Comment Forms and Letters

Tips for Successful Letters Red flags: Ask letter writers early and follow-up to ensure on-time submission Ask the right person: Do they know you well? Appropriate stature? (Selection Committee looks for APR and Fellows letters) Can share your strengths? Letter repeats resume No letters from APRs or Fellows Chapter/section/district declines to send a comment form or letter (or doesn’t know you well) Letter is better than or doesn’t reinforce your own narrative

Tips for Successful Letters Red flags: Ask letter writers early and follow-up to ensure on-time submission Ask the right person: Do they know you well? Appropriate stature? (Selection Committee looks for APR and Fellows letters) Can share your strengths? Letter repeats resume No letters from APRs or Fellows Chapter/section/district declines to send a comment form or letter (or doesn’t know you well) Letter is better than or doesn’t reinforce your own narrative

How Does the Selection Committee Score Applications and Candidates? Area Criteria – Rated on a 1 to 5 scale Experience Overall progression throughout career with increased responsibilities Professional Capability Consequential and influential work; outcomes clearly delineated; personal contributions clear Advancing the Profession Superior contributions, with outcomes, to the field of PR/communication to advance our profession; measurable and positive outcomes shown Service & Leadership Clear, strong leadership in a variety of places and organizations throughout career Role Model Outstanding personal and professional role model qualities; may include awards and recognition

How Does the Selection Committee Score Applications and Candidates? Area Criteria – Rated on a 1 to 5 scale 4 Letters – PR or Comms Pro One-page letters that reflect knowledge of candidate and outstanding support, with specific achievements and positive examples; variety of Fellows, APRs and senior leaders as writers 1 Letter – Non PR or Comms One-page letter of outstanding support with specific examples reflecting superior capability, role model, service and leadership, character 1 Letter & Form – Chapter / Section/ District Clear knowledge of candidate; specific examples; recent involvement in the Chapter/Section/District by the candidate References Responses and results based on the Selection Committee member’s phone calls with others who have worked with and/or observed the candidate

Tips from Recent Fellows Attend the training session/webinar Be committed to the process Start early Request a GoodFellow and interact frequently Pick your best work examples and demonstrate measurable results Write succinctly – present the most important points Edit. Edit. Edit. Don’t procrastinate – the process is intense/make time to work on your application Stay on top of your letter writers; engage with your chapter/section/district Proofread Read and HEED all instructions

RESOURCES

Your Best Resource: A GoodFellow GoodFellows are Fellows who: Are specially trained and prepared each year they serve Coach applicants through application process Are neutral and provide an extra, knowledgeable set of eyes for your application – but are not editors or proofreaders Are assigned; they are not personally selected by applicant nor are they to advise someone other than assigned applicant

Your GoodFellow Is A … Coach Motivator/Encourager Interrogator/Cross Examiner Devil’s Advocate Editor, not a writer, for content and flow

What Your GoodFellow Isn’t … A GoodFellow does NOT Ensure selection Approve, sign-off or write your application Write a letter of support for you A GoodFellow is NOT a Writer Grammar editor Parent Mindreader

Important GoodFellow Dates First Date to Request a GoodFellow: Mid-January – submit your request to goodfellows@prsa.org for a GoodFellow with your resume, which must include months in each position and percentage of time in public relations or communication management or teaching in each position Last Date to Request a GoodFellow: March 15, 2019 (by midnight)

What GoodFellows Say “Being a GoodFellow is an amazing experience that provides insight to the accomplishments of incredible public relations professionals. It’s a journey that’s thought- provoking, motivating and truly inspiring!” – Nance Larsen, APR, Fellow PRSA “Being a Good Fellow allows me to maintain and expand my PRSA connections. It provides a peek into the working lives of those members rising through the ranks with creative ideas and execution.” – Joette Storm, APR, Fellow PRSA “I get to follow the careers of practitioners in other parts of the country and learn from the work they’ve done. It’s free continuing education.” – Liz Oliphant, APR, Fellow PRSA

Other Resources All necessary forms Application instructions FAQs and tips Recorded “How to Apply” webinar

People Resources 2019 GoodFellows Co-Chairs: Rose McKinney, APR, Fellow PRSA rose@pineapplerm.com Janet Oppenheimer, APR, Fellow PRSA kwomer@linhartpr.com PRSA Staff Liaison: Lauryn McCarter Lauryn.McCarter@prsa.org

Important Dates National Webinar: How to Apply Mid-January March 15, 2019 May 2, 2019 Mid-May–Mid-June Late June Mid-July Late July October 2019 National Webinar: How to Apply Last GoodFellow Assignments Applications due at PRSA HQ by 5 PM ET Selection Committee screening occurs Selection Committee deliberates PRSA Board reviews and approves New Fellows notified New Fellows inducted 2019 PRSA International Conference

Preparing for May 2 Deadline Mid-January/Early February Request a GoodFellow Confirm letter writers Mid-March 1st application draft to GoodFellow End of March 2nd application draft to GoodFellow Early to mid-April Comments received; final application draft to GoodFellow Check in with letter writers End of April Final edits and proofreading Ensure letters writers get letters to PRSA Email or overnight application to PRSA HQ Thursday, May 2, 2019 – Application Deadline All materials, including letters of support, must be received by PRSA HQ by 5 pm Eastern

Questions? Enjoy this challenging and amazing journey of career reflection and accomplishment! #AspireHigher