by Larry Sivitz
Where can you find bioterrorism, the human genome, stem cells, and computer viruses being discussed in the same forum as personal branding, media filtration, Internet muscle and crisis communications? For the first time in the history of the Public Relations Society of America (PRSA), the issues swirling around the fields of bioinformatics, cloning, and other life sciences (not to mention Internet hacking and viruses), are at the top of the agenda during the national public relations conference on high technology. “PRSA Tech 2002” unfolds in Seattle, March 3-4, at the Sheraton.
“For the first time nationally we are pulling together a task force of communications professionals who will address the key issues in life sciences,” said Candy Young, co-chair of the event entitled “Relevance And Resiliency In A Changing World.” Tech 2002 offers 24 educational seminars and presentations devoted to communication issues and technology, including biotechnology. Also premiering at the Seattle event will be a full first day of workshops to help pros explore the new lexicon and tactics of high-tech PR.
When keynoter Howard Coleman, the CEO of Genelex Corporation, addresses the welcoming session, his topic will be “Mass Hysteria or Fear Management: The Role of Communications in Countering Bioterrorism.” Clearly PR functions are changing dramatically. Equally daunting is the notion of “How to Decipher the Political Genome,” presented by Greg Simon, CEO of Simon Strategies and a former advisor to Al Gore. Debates on ethical issues, healthcare economics, patients’ rights, and global health priorities are all PR hot buttons that can affect the introduction of therapeutic and diagnostic products with the potential to save lives.
Judy Cushman, the conference Chair, is proud of the world-class effort being poured into the Seattle event. “When they did the conference last year in San Francisco, I knew we could do it here in one of the world’s top markets for biotech.” How does Cushman see the Internet’s influential role? “It’s certainly changed the speed and how to reach out to your community, but it hasn’t changed the need for effective messaging or how to make an impression. In fact, you’re now seeing a reverse problem. Everybody can communicate so everybody does!”
At PRSA Tech event sponsor, Portent Interactive, president Ian Lurie views the Internet as a powerful PR tool. “To stay relevant, PR professionals have to effectively take the temperature of their audience. The Internet is one of the easiest places to do that. Forget influencing the meme, viral marketing and guerilla PR. The key is to measure the meme and piggy-back on the virus. The audience should play with the message, not vice-versa.”
Given the increasing complexity of the subject matter, and the reliance of more people for accurate information online, certification of PR executives ought to be key. Yet university curriculum is virtually disappearing. “Universities are not getting the kinds of programs and classes that we would hope for, based on the continuing request of younger professionals, ” said Tech event co-chair Leslie Larson, who is an accredited APR member and also president of the Puget Sound Chapter of the PRSA. “The monthly ‘Features’ programs we offer to our members are packed with young people who are dying for this information. ” Larson adds, “If good PR people were involved at a higher decision making level at major corporations, we wouldn’t see decisions like the ones made at Enron. They would have known how strong public opinion can be!” Amen to that!
Interested in attending PRSA Tech 2002? Pre-registrants may send an email to: [email protected] indicating they plan on attending and then complete the registration process when they come to the Sheraton on the 3rd or 4th. Admisson to The Welcome reception may be purchased separately for $50.00 and begins Sunday at 5pm at Fullers.
Hours for registration are: Sunday from 11am-5pm and Monday starting at 7am and continuing throughout the day. Lunch reservations can be made by contacting Alison Cavello at the Email above. The luncheon fee of $60.00 permits visits to the exhibit area one hour before and after the lunch itself.
