Ryan Dorgan | Feb. 20, 2011
 |
| Photo by Ryan Dorgan |
| Hirons & Co.'s Jim Parham, center, talked with sorority members about the importance of honesty and timeliness when dealing with the media. IU's PRSSA chapter hosted the Greek Media Training event Wednesday. |
This simple message, the foundation of successful public relations, was presented to members of IU’s sororities and fraternities Wednesday during a Greek Media Training event sponsored by the IU chapter of the Public Relations Student Society of America.
Attendees gathered at the Georgian Room at the Indiana Memorial Union to hear Dean of Students Pete Goldsmith and Jim Parham, chief operating officer of advertising and public relations at Hirons & Company, provide professional insight into the importance of dealing with the media.
“The greek community has always been very dedicated to upholding their reputation,” said Kristina Hunter, president of IU’s PRSSA chapter. “We just really want them to understand how to properly handle things should a situation arise in their house. We want organizations in general to come to PRSSA for any help they might need.”
Parham, who also is as journalism adjunct lecturer, presented an article highlighting a shooting at an Ohio fraternity house. He asked members of PRSSA to join members of the greek community in evaluating the facts and discussing what the university did wrong in response to the tragedy.
He also challenged the students to come up with their own plan of action.
“You have to talk to reporters when there’s good news and bad news,” Parham said. “I do know the value of planning, and without it, you are awash and incompetent.”
When it comes to crisis management, speed and disclosure are key.
 |
| Photo by Ryan Dorgan |
| Louisa Paro, right, of Alpha Delta Pi discussed possible crisis management situations with other members. |
He cautioned members not to react too quickly, as a timely response from the wrong person could cause more trouble than you had to begin with.
“Just because a reporter sticks a microphone in a member’s face doesn’t mean you have to talk to them,” Parham added. He was quick to make sure that each chapter had a dedicated spokesperson, as well as a crisis management team and a crisis management plan should any trouble arise.
But it’s not all about bad news.
The proactive side of public relations is all about reputation management, or as Parham described it, “getting, keeping, and unfortunately sometimes restoring your reputation.
“There’s so many good things that you guys do well, and nobody takes the time to publish them,” he told his audience.
Parham showed some online examples of activities detrimental to the greek image – pictures of two-story beer bongs from CollegeHumor.com, a video of a fraternity member “drunker than he’s ever been in his life” on YouTube with the fraternity’s letters superimposed on the video, and invitations to sex-themed parties, among other Animal House-esque activities.
 |
| Photo by Ryan Dorgan |
| Dean of Students Pete Goldsmith, left, and Jim Parham of Hirons & Co. advised sorority and fraternity members about media. "You have to acknowledge both sides of your image," Goldsmith said, in order to successfully retain a good reputation. |
“You have to acknowledge both sides of your image,” in order to successfully manage your organization’s reputation, said Goldsmith. Members need to take responsibility for themselves and for their actions and “align your goals with those of the university.”
“We all have to be honest,” added Parham. “Without that, our reputation is nothing.”
Questions? Comments? Email the Web editor.
