Keys to the APR: Flashcards, Exercise, and GnR

I started my career as a filmmaker and storyteller because I like exploring relationships between people and explaining how things work. After working in the public sector for a few years, many of the myths that I had learned about public relations (that it was all about marketing or that it was “spin”) were dispelled. I learned that PR was about helping my organization foster better relationships with the community. Since I wanted to do a better job of fostering those relationships, I decided to pursue the APR.

I read the recommended study material off and on over the past year, and because I work better under pressure, I expedited the accreditation process. I applied in April, delivered my presentation in July, and passed the examination in August. I studied alone but asked many questions to CAPIO member APRs. Every recommendation I received was spot on. The top three recommendations were to focus on studying research, planning, implementation, and evaluation, to take the exam as close to the presentation as possible, and to read the recommended books from the study guide. Focusing on the ethics section helps with answering the scenario-based questions. Studying the history and theory questions helps because, even though they count for the smallest percentage of the test, they have the most objectively correct answers. I didn’t have a lot of time to study, so I used the Quizlet app (electronic flashcards) and flipped through a 3” stack of flashcards whenever I could.

Five Reasons Research Matters in Public Outreach
Turn a hunch into action
Maurice Chaney, public information officer for the City of Roseville Environmental Utilities

Many public information and outreach programs are built upon a hunch.  Sometimes they’re well- informed hunches, but a hunch nevertheless.  In many instances, it’s all you need to be effective. 

But, imagine for a moment how much more powerful your program could be if it were trued up in research? Often, research is an afterthought or something that isn’t culturally important in many government organizations. Let’s face it: Research costs money, we are often operating in a mode of putting fires out or some managers just don’t see the significance of doing it. 

It Takes a Pro – Tips and Advice to Help You Earn Your APR

Why APR?

by Scott Summerfield, Principal, SAE Communications

California is in the midst of one of its most crisis-filled periods on record, and it seems as if we’re perpetually managing fires, mudslides, drought, and more – at the same time we’re focused on community resiliency.  But one “crisis of confidence” lurks within every local government agency and has the potential to cripple operations and destroy public confidence – cyberattack. 

By Robin Rockey, APR

APR — Those three little letters communicate a powerful message about the public relations practitioners who earn them. The brief, yet mighty designation signals that a practitioner is committed to the practice of public relations at the highest level and is motivated by a quest for lifelong learning.

Long Beach Water's Turf Removal Program Case Study - Using Behavioral Research to Guide Communications Decisions

Article by Andrea Antony, CivicSpark Water Fellow for Long Beach Water 

Long Beach Water has been successfully helping its customers replace thirsty turf with beautiful, water-wise landscapes through its award-winning, Lawn-to-Garden (L2G) incentive program for eight years. So far, over three million square feet of turf has been replaced and 3,500 California-friendly gardens have been planted. Now, the agency is looking to increase participation through a new framework known as community-based social marketing (CBSM).

 CBSM’s goal is to utilize direct contact with people to speak to their personal values and use social science knowledge to create sustainable behaviors. Once those personal values are identified, CBSM strategies are implemented to address community needs. This method has been proven successful in the energy sector, but is still being explored in the water industry.

CAPIO’s Communicator of the Year, Tanya Castaneda, and the Port of San Diego were featured in San Diego Metropolitan Magazine’s Daily Business report April 19, 2018 for being honored during CAPIO’s 2018 Excellence in Public Information and Communications awards. Read the full story 

Article by Kathie Martin, public information officer, Santa Clarita Valley Water

In 2015, water leaders at Newhall County Water District and Castaic Lake Water Agency proposed a new model of water management for the Santa Clarita Valley. Their idea: dissolve the independent districts and join together to form a new public water agency. Along for the process was also Santa Clarita Water Division and Valencia Water Company. The merger took effect January 1, 2018. It sounded a little like the set up for a bad joke! “An agency, district, division and company walk into a bar…”

Sacramento, Calif., - The California Association of Public Information Officials (CAPIO), the state’s premier government communications association, named its 2018 – 2019 Board of Directors during the 2018 CAPIO Annual Conference held in Santa Rosa April 11, 2018.

CAPIO Now Offering Young Communicator Scholarship

CAPIO recently launched its Young Communicator Scholarship, which is open to undergraduate and graduate students and recent grads who are pursuing a career in the field of government communications.

Article By Scot Crocker, Managing Partner, Crocker & Crocker

Storytelling has always been a strong communication tool to educate and engage audiences and to change their behaviors for social marketing campaigns conducted by government communicators. In the past, channels for telling stories usually focused on media relations, print ads, newsletters and verbally at public meetings.

Feature article by Desert Water Agency 

Desert Water Agency, Palm Springs’ water provider, recently collaborated with the local high school’s art department and Sustainable Garden Club, along with local businesses to install an eco-friendly pollinator garden outside its office building. Students and community members planted the garden, donated materials and painted a colorful forty-foot mural to accentuate the landscape. The donated garden design incorporated native and water efficient plants, including a Monarch and Queen butterfly host plant, rush milkweed. 

The agency marked the opening of the garden with a community celebration that drew hundreds. Party goers enjoyed a band, face painting, chalk art, crafts, seed planting, snacks, infused water and more. The community and business partners who helped make the garden possible also attended the event. The Palm Springs High School and Palm Springs Sustainability Commission brought their green thumbs and helped butterfly habitat grow by accepting donations for pollinator plants.

Last week CAPIO honored three individuals and one team with the year's highest honors in government communications on the West Coast during the 2018 CAPIO Excellence in Communications (EPIC) Awards Gala and Dinner on Wednesday, April 11 in Santa Rosa.  We celebrate these honorees for their achievements and their exemplary work.

FRANCIE PALMER - NAMED CAPIO'S PAUL B. CLARK AWARD RECIPIENT

Francie Palmer, MSLM, a seasoned government communications professional who served as the City of Rancho Cucamonga’s communications manager, was recognized by the California Association of Public Information Officials (CAPIO) as the state’s 2018 Paul B. Clark lifetime achievement award, recognizing her exceptional leadership in the profession. The award was presented at CAPIO’s annual conference in Santa Rosa on April 11.

Immersive Experiences: Creating a Heightened Level of Engagement

Feature article by Cassandra Popli, vice president, Agency ETA

When storytelling comes to life, an immersive experience is created. When done right, immersive marketing transforms an ordinary event into an unforgettable experience and makes engaging with a brand feel natural. This type of outreach has recently gained popularity because of its strong appeal to the younger generation, especially coveted millennials who have been raised to expect interconnectivity everywhere they look. However, immersive also relates to a much wider audience; it can capture and transport attendees into an entire world centered around your overall vision whether that be a showcase, education goal or sharing of information.

Can't Add Staff? Add an Intern!

 
Who among us wouldn’t appreciate delegating research, web edits, social media sharing, and picture taking because frankly, there’s not enough of you or your team to go around? If adding a permanent position can’t be justified, often times an intern can. Make the case with your boss for an intern! The ROI for 20 hours a week is invaluable.

The City of Sacramento established our media/communications intern program in 2007. Our interns come through an agreement that we have with the Community College Foundation. The interns are employees of the foundation earning about $12-14/hr. The foundation bills us their time plus a small mark-up. Their duties have evolved over the years from being mostly media advisory writers to digital content masters. They write, they photograph/write captions, post/share, edit web copy, and under the guidance of our creative outreach specialist, learn how to produce quality videos for social media. Being college students, they’re fast and enthusiastic learners. We also gained experience in learning their trends and how they engage so we can be better at reaching that demographic.

April is APR Month

Celebrating the Profession, Ethics, Education and Expertise

Article by Bill Nash, public information officer for Ventura County and CAPIO’s Central CA Director At-Large

The best communications materials are useless unless someone reads, watches or looks at them. When it comes to written material, a good headline is essential to capture a reader’s attention.

Communicator of the Year Francie Palmer Retires

This March, Francie Palmer, CAPIO’s 2017 Communicator of the Year, retires after more nearly two decades in public service.

Francie has been at the helm of the City of Rancho Cucamonga’s communication efforts during this time, starting in the Community Services Department and then moving into her current role as the city’s first-ever communications manager.

Six Inspiring Examples of Citizen Engagement Initiatives for Smart Cities

We all want to love where we live. We want our community to feel like home, to be a place that gives us a sense of pride, and the type of place we want to work hard to protect and maintain. We are often inspired by the creative ways that communities connect to their residents in meaningful ways, which is why we have compiled the list below of six inspiring examples of citizen engagement initiatives for smart cities like yours from across the nation.

1. Pinterest, Banff, AB  

We Heart CAPIO

February is membership month 

You are CAPIO. We are CAPIO. And, together, we are a mighty group of government communicators charged with working on behalf of our public to inform, educate and engage.

We are 500 strong and growing, and we thank you for supporting the California Association of Public Information Officials.