By Nancy Syzdek, APR
Last weekend, hundreds of PR professionals attended PRSA’s Leadership Assembly in Orlando, Florida to attend to the governance of our beloved association, including the vote on the slate of officers and members of the PRSA Board of Directors for 2012. Like many delegates, I’ve sat in my chair on the Assembly floor and wondered how my distinguished colleagues got their names up there. Don’t get me wrong, the names on the slates have always represented outstanding leadership, an expertise in the industry, and a passion for the profession. But those phrases describe many of PRSA’s members. So, what was the path that set these folks apart?
What’s the Nom Com?
This year, I had the honor of representing the Western District on PRSA’s national nominating committee. The Nom Com is led by chair of the Society next preceding the immediate past chair of the Society’s board. The committee is made up of representatives of each of the 10 PRSA Districts, as well as three representatives of the Section Council, the chair and chair-elect of the College of Fellows, a member of the Past Presidents’ Council. In addition, two members are selected by the chair to serve as representative of our at-large membership. The previous past president and PRSA’s CEO serve as non-voting ex officio members and the process is keep on track thanks to a professional staffer and a professional parliamentarian.
All Nom Com members have to be PRSA members in good standing with either an APR, leadership experience within the society at the chapter, district, or national level, or have at least 20 years of PR experience. In most cases, the people I served with had at least two of the qualifications on that list.
PRSA embraces transparency in its processes including the process for selecting its members. Once all the applications are in they are posted and PRSA’s members are invited to submit letters to the committee in support or against a members’ candidacy. However, strict rules govern the contact between candidates and Nom Com members and disclosures regarding potential conflicts of interest are made during the process. However, some elements of the process, including letters in support or against candidates and the deliberations of the Nom Com process are confidential out of respect for candidates.
How does it work?
You may think that the process begins every spring with the call for nominations goes out from PRSA National. However, the Nom Com has already started planning and reaching out to members in their areas to encourage them to consider national service and to make their application. A series of conference calls are usually held to review the process and answer questions.
Finally, the application deadline hits. Thanks to a recent bylaw change, if PRSA does not receive applications from anyone in a district for that district’s specific seat, the seat temporarily reverts to an at-large position for the length of the term. This year, we had three district-specific seats that became at-large positions.
Prior to the interviews in July in Chicago, Nom Com members review applications and reference letters. A subcommittee develops questions that delve equally into each candidate’s experience and philosophy while leaving room for individualized inquiry.
During the interviews, Nom Com members are sequestered in a Chicago hotel conference room where officer candidates give in-person presentations and delegates are interviewed by phone. After hearing from the candidates, the committee begins deliberations.
How is the slate chosen?
The Committee considers a variety of factors when discussing candidates. Some candidates have made extensive contributions to the knowledge base of our industry through teaching, research, and professional accomplishments. Others have extensive records of dedicated service at various levels of the society. The committee also considers diversity at multiple levels including practice type and area, geographic location, gender and ethnicity. In the end, the goal is to assemble a well-rounded group that will complement the returning Board members, keep the association on track towards its strategic goals and extend (and sometimes challenge) the vision of PRSA’s future.
Is it a done deal?
While the Nom Com will present the slate of officers to the Leadership Assembly this weekend, the process is far from set in stone. In past years, members have been nominated and run from the Assembly floor. It’s rare, but it does happen.
So, how do you get your name on the slate?
There is no single path to national leadership. Some PRSA leaders come through the ranks of Chapter and District Boards. Others find sections to be a great place to hone their leadership skills in the company of peers within their practice type. After their chapter or district leadership is completed, many candidates continue their service on national task forces and special committees. A few candidates choose to focus more on leadership within the industry, but without many specific PRSA roles. Many qualified candidates showed a commitment to serving the next generation of PR professionals through volunteering, mentorship and teaching.
Many candidates apply multiple times before making it onto the slate. Even though an applicant may have past board experience, there are no guarantees of an additional term or a new role. In the end, the committee is looking for the right blend each year, with an eye for the direction of PRSA’s leadership for the years to come.
Who is the ideal candidate for leadership at the national level?
Pulling together the right mix of people for PRSA’s National Board is kind of like making the perfect sauce. You have a general idea of the recipes ingredients, but the ingredients really determine the proper proportions for the prefect outcome. If you’re tomatoes are on the sweeter side, you’ll need to balance with more salt. If the basil’s not as strongly flavored, you may want to boost it with oregano.
Each time you make the sauce, it’s great, but it’s never the same as the last time.
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