Michael Cherenson, APR goes On the Record...Online at the 2008 PRSA International Conference about his plans for serving as chair-elect of Public Relations Society of America (PRSA), the world's largest organization for public relations professionals, with more than 32,000 members, 109 Chapters nationwide, and 19 Professional Interest Sections.

Cherenson’s expertise extends to all disciplines of public relations, including corporate, marketing, internal and crisis communication, government relations, event management, and interactive public relations. At Success Communications Group, he serves as the senior public relations counselor and strategist, and is involved with all public relations activities for the firms' diverse clientele.

Show Notes:

1:31 – How to measure, manage and distribute online video and audio inside an online newsroom with iPressroom.

2:35 – Cherenson discusses attendance and sentiment at the PRSA International Conference 2008 in Detroit.

3:40 – Cherenson is the youngest incoming PRSA chair and CEO, and the first second generation PR practitioner to hold the office.

4:15 – Cherenson discusses what the PR industry needs to do to improve its image.

4:58 – Cherenson recaps the controversy surrounding Andrew Cohen’s harsh words about the PR trade.

5:28 – Cherenson on the importance of advocacy, professional development and the New Media Boot Camp.

6:31 – Cherenson on retooling the public relations trade with social media and on gaining the confidence to set boundaries for clients and managers

7:05 – Cherenson on the importance of assembling, organizing, and making accessible quantitative research and data that reinforces the value of public relations to organizations.

8:10 – Wired Magazine’s End of Science cover story and Newsweek International’s The First Disaster of the Internet Age.

9:32 – Cherenson on how a nontechnical trade like PR gets its arms around a technical task like data visualization.

9:56 – Cherenson on PRSA’s plans to launch a new website with better search functionality, expanded online resources including RSS, online video, wikis and other features to help PR practitioners find actionable data they can use to secure budget.

10:20 – Cherenson on the upcoming MyPRSA virtual community, which is currently under development and increased advocacy efforts to make the business case for public relations.

11:32 – Cherenson’s plans for working closer with local PRSA chapters through training courses and leadership development opportunities.

12:43 – Cherenson on the importance of networking, sharing knowledge and acquiring new communication skills

13:26 – Cherenson on how to build your personal professional brand through PRSA, and the single, greatest pportunity PRSA offers.

15:03 – Cherenson on balancing his PRSA responsibilities against the management of his own agency.

16:15 -- End

Eric Schwartzman is the founder of online newsroom management service iPressroom and creator of the New Media PR Boot Camp, which has been attended by over a thousand public relations and marketing executives from private, public, government and nonprofit sectors.