2007-08 Strategic Plan
MissionThe St. Louis Chapter of the Public Relations Society of America seeks to be the region’s pre-eminent advocate for advancing the public relations profession and the public relations professional. VisionTo improve public relations competency in St. Louis so it is a core strength of businesses and other organizations. GoalsProduct Leadership – Deepening Relationships – Operational Excellence
Over the next three years the St. Louis Chapter of the Public Relations Society of America will work to improve its services for members and to welcome new members. The board will continue to focus on internal operations and the expansion of member service, both of which are run primarily by board-directed committees. As those ongoing operations continue to improve, the Chapter can expand efforts to promote the organization and the importance of public relations to the success of all types of organizations. Objectives (Steps to build internal processes needed to achieve goals above)Institute operational excellence | Support members and give them competitive advantage | Enhance public awareness | Advance the profession, document its importance to organizational success |
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- Continue to strengthen the committee structure
- Improve leadership competencies
- Contain expenses
- Document processes
- Make the Chapter meeting process simple and easy
- Enhance members’ knowledge of, and comfort with, the Chapter’s status and operations
| - Empower professionals to realize their full potential.
- Encourage deeper relationships
- Build teams and support networks
- Expand support through special interest groups including young and seasoned professionals, students, the Counselor’s Academy, and industry-specific groups such as independent practitioners and health care.
- Connect with national education efforts, e.g. Special Interest Groups.
- Assist members in ethical matters
| - Help define public relations in the community dialogue.
- Build external relationships
- Practice good citizenship
- Perform social service work
- Communicate what’s happening in the Chapter to relevant audiences in the community.
- Make PRSA a leading voice on important industry, societal and global issues.
- Keep a finger on the community pulse to identify needs and opportunities
| - Continuously commit to strategic planning
- Create a broader, deeper understanding of the value of public relations
- Perform quality benchmarking
- Provide knowledge and other intangible assets
- Focus on organizational problem solving
- Generate ideas for organizational improvements through the scope of public relations
- Identify public relations’ role in the ongoing evolution of stakeholder relations and the Chapter’s role in educating its membership about same
- Validate the value and accomplishments of public relations in the organizational setting.
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Committees specifically involved in the above objectives and steps:| Board, Secretary, Treasurer, Meetings & Arrangements, Administrator | Programming, Ethics, Membership, Job Bank, Diversity, Social, Pro-Am Day, Student Relations, Young Professionals, Seasoned Professionals, Accreditation | Publicity, Community Outreach | Strategic Planning, National Delegates, Accreditation |
Resources neededSuccessfully implementing this plan requires: - A greater knowledge, understanding and appreciation of public relations’ role in business.
- A culture where all members see their role from the viewpoint of the executives and clients they serve.
- A committee to deal with business relations.
Overview/Implementation processThis plan guides the Chapter Board and administration in making decisions and administering the Chapter's finances in accordance with the organization's objectives. This plan has a 12-month lifespan and should be revisited by the 2008 Board of Directors, approximately mid-year. The mid-year update format means the new administration is not saddled with planning at the beginning of a term. Rather, this plan and subsequent ones best serve the organization when developed and rolled out mid-term.
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