PR executive looks to change the definition of public relations
MONTANA AVE. — A Santa Monica-based public relations executive has been chosen to head the largest professional organization for PR professionals in the nation.
Rhoda Weiss of Rhoda Weiss & Associates now heads the 17-member board of directors for the Public Relations Society of America, which has nearly 32,000 professionals and student members working for consulting firms, government, hospitals, schools, the military and nonprofit organizations.
The 30-year public relations veteran said she begins her new post at a pivotal time in the industry.
“The definition of public relations is evolving in breadth and depth,” said the 57-year-old Weiss, “and responsibilities of professionals have expanded to broader strategic roles in corporations and other institutions.”
Instead of just calling editors trying to pitch them a story, Weiss said public relations executives are being called upon to take leadership roles and become more connected with the communities they serve. Crisis communication has also become a must in an age of terrorism and the Internet, where a video or audio clip can circulate around the globe with the click of a button.
Weiss also said on Wednesday that public relations is becoming more popular amongst college students, who are enrolling in such classes at much higher rates than advertising and journalism. A goal of Weiss’ is to increase membership in the association and to better connect with youth to help train the next generation of professionals.
“One of the most important issues we face is diversity,” said Weiss. “We must look at ensuring that we bring in people who are diverse, but also play a key role in educating, training and communicating issues of diversity.”
Weiss has served high-level leadership roles for PRSA with five years on the national board and three national officer positions.
In her professional career as a public relations and health care executive, Weiss, known amongst her colleagues as “The Energizer Bunny,” said she has traveled more than six million miles consulting and speaking to more than 700 organizations in 49 states and abroad.
A former Kellogg Foundation Fellow, the Detroit native has taught public relations, marketing and fund-raising classes at UCLA Extension for more than 20 years and is a past president of the Healthcare Public Relations and Marketing Association of Southern California.
Weiss attended Michigan State University and Antioch College and has lived in Santa Monica for the last 32 years.
The Public Relations Society of America, based in New York city, has 109 professional chapters and 280 chapters at colleges and universities throughout the United States.
Originally published in the Santa Monica Daily Press print edition on January 5, 2007. Read the original PDF.