They will be part of WOW and we urge anyone who has yet to see a Stoop show (they are almost always sold out) to see them at the Meyerhoff in early March. We bet you’ll  become a devoted fan as we are.

First, here is PRSA’s official definition that’s been in place since 1982: “Public relations helps an organization and its publics adapt mutually to each other.”

And for context, here are the accepted definitions of two related disciplines: “Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development,” and “Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services.”

Since last fall the team behind the “Public Relations Defined” initiative solicited ideas and came up with three finalist definitions:

1. Public relations is the management function of researching, engaging, communicating, and collaborating with stakeholders in an ethical manner to build mutually beneficial relationships and achieve results.

2. Public relations is a strategic communication process that develops and maintains mutually beneficial relationships between organizations and their key publics.

3. Public relations is the engagement between organizations and individuals to achieve mutual understanding and realize strategic goals.

Visit the PRSA website set up for this project to be part of the process. After the comment period ends this Monday an international group will convene to modify the three final descriptions that will be put to a final vote.

And some still think PR is all about party planning and publicity?

So what’s the new strategy for releasing news/information companies hope will go unnoticed? Or is that time gone forever?

It was one of those extreme PR assignments that come along every so often, requiring constant caffeine injections as we managed all aspects of media relations while a team of more than 1,500 volunteers built a 4,300-square-foot home and a therapeutic riding facility in less than a week. Actually 106 hours, to be exact, and we wouldn’t trade those 20-hour days for anything.

Sawmill was brought on board to craft messages, help with product placement, provide media coaching and provide round-the-clock management of the onslaught of media coverage that was sure to arrive with Ty Pennington (seen above with the Luther family on “Move That Bus” day) and the rest of the cast of the Emmy Award-winning reality television show, including the always-in-pink Designer/Carpenter Paige Hemmis (below, chilling with Jeff just after the door-knock).

During the course of the build week, results included more than 55 television stories, dozens of newspaper articles, regular live radio interviews coverage in the trade press and one surprised family!

A reminder to each of us that our comments oftentimes take on a life of their own.  Now give me 20 more push ups!

That’s a piece of advice from Barry Rascovar, the long-time Baltimore Sun political columnist and deputy editorial page editor, who joined Michael Cross-Barnet, The Sun‘s deputy opinion editor, at the recent PRSA Mid-Atlantic Chesapeake Conference to share insider tips on getting an op-ed considered and published.

Here are just a few insights:

The Sun publishes 12 op-eds a week. They receive more than 100 each week that are “worthy of consideration.” At The Wall Street Journal and The New York Times, the competition is considerably higher.

Good writing is as important as an interesting topic. Use clear prose and concise, simple language. The academic community tends to have trouble with this, Cross-Barnet said. Rascovar suggests that writers dig out their copies of Strunk & White’s “Elements of Style” for a refresher on making every word count.

Your submission needs to “grab the editor” with a piece that solves a local problem.  Be creative, imaginative, concise and cogent.

Is it “different enough, unusual enough?” Or is it another bland piece that will get tossed into the rejection heap?

The day-long workshop will be held on the campus of the College of Southern Maryland in Leonardtown.

Anthony will speak on “Getting More Mileage from Media: Part One, Traditional Media,” while Davis will speak on “Getting More Mileage from Media: Part Two, Online Media.”  Both sessions will include ample time for discussion and questions from attendees.

About PRISM

Public Relations Individuals of Southern Maryland (PRISM) is a professional organization for public relations and marketing practitioners in the Southern Maryland region, including Charles, Calvert, and St. Mary’s counties. The purpose of the organization is to provide professional development and networking opportunities to individuals who work in public relations and marketing. The PRISM members serve in various industries such as economic development, defense, retailing, health care, government, non-profit, education, and professional services. For more information visit www.prismonline.info

About Sawmill Marketing Public Relations
Sawmill Marketing Public Relations is a Baltimore PR firm and social media marketing communications agency established in 1995 specializing in the development and execution of marketing public relations programs as business development strategies for business-to-business, business-to-consumer and professional services clients. The Maryland public relations company specializes in social media, traditional media relations, media training, and crisis communications. For additional information, visit www.sawmillmarketing.com

Last week I was on a panel, “Crisis Communication in a Social Media World,” with CNN political commentator Maria Cardona and The Washington Post‘s James Buck. Cardona, also a principal with the Dewey Square Group, provided insights into political scandals and the need to be prepared to move quickly with social media as a key part of your crisis PR plan. Since former Congressman Anthony Weiner is “old news” in the Twitter world, we focused on the Herman Cain controversy and the impact of social media.

Buck talked about how the Post uses social media in its reporting, including live-tweeting meetings and events and verifying sources via Twitter by looking at Klout scores and level of engagement among other factors. Buck has first-hand experience with the power of social media. While covering protests in Egypt in 2008 he was detained by Egyptian authorities and placed in a vehicle that was to take him to a prison. In the back seat, he tweeted one word -  “arrested” – which triggered a response that eventually led to his release. Twitter’s founders use this as an example of how one word tweeted to a handful of followers can have a big impact.

Still think social media is for following Justin Bieber or Snooki? It’s so much more, and you need to have a plan and tools in place – before the crisis hits.

For example, at Sawmill we have a passion for the area’s creative endeavors including The Creative Alliance, The Stoop Storytelling Series and the Single Carrot Theatre.  We willingly support them in every way possible and are enriched as a result which is an added bonus to any organization’s community relations program.

How is your passion reflected in your community relations program?