Exclusive: As traditional media outlets cut staff, PR industry sees boom
The latest roster of professionals leading the local Memphis chapter of the Public Relations Society of America (PRSA) includes a mix of companies, organizations and institutions.
The mix of industry professionals points to a trend that hasn't gone unnoticed by incoming president Sarah Sherlock, a marketing/PR professional currently serving as a contractor for ALSAC in marketing strategy and planning.
"Overall, PR is seeping into more companies and more organizations, and they are realizing the importance of it," Sherlock said. "PR was fighting for a seat at the table and, now, people are realizing it is a necessity. You do need PR in your business plan."
Sherlock moved to Memphis more than two years ago when her husband, Dillon Sherlock, became the director of web and social for Bellevue Baptist Church. She quickly joined the local PRSA chapter and, not long after, landed a job with Obsidian Public Relations.
In March, Sherlock began her contract role at ALSAC, the fundraising and awareness organization of St. Jude Children's Research Hospital.
At Obsidian, Sherlock used to communicate with journalists daily; at ALSAC, Sherlock's activities are more concentrated on branding and strategy.
"We're seeing a lot of cross-functional professionals who maybe started in a different line, such as journalism, marketing or pure communications, and they are having to learn more about PR," Sherlock said. "On the flip side, you will also find a PR professional who is learning about those other specialties, as well, because that’s what organizations are looking for."
James Dowd, PRSA's immediate past presidents, fits the first scenario.
"Historically, there were more journalists than there were PR folks, and that has completely shifted," Dowd said.
As traditional media outlets have reduced staff, many former journalists are turning to careers in PR.
"[Journalists] know what a story is and what it is not," Dowd said. "They can assemble facts in a narrative for consumers to have takeaways and not pure PR. If you do it well, and many companies are realizing that, you can change the game."
Sherlock's goals for the organization are increasing its diversity, to ensure the local chapter reflects the makeup of Memphis and to serve a larger audience, made up of all ages, titles and industries.
PRSA will celebrate its 65th anniversary today at the Blues Hall of Fame.
2018 PRSA Memphis Board:
President – Sarah Sherlock, ALSAC/St. Jude
President-Elect, VP of Programs – Naomi Bata, Burson-Marsteller
VP of Membership – Shannon Little, Independent
Treasurer – Valerie Morris, Morris Marketing
Secretary – Corey Carmichael, St. Jude
Director 1 – Peggy Reisser, UTHSC
Director 2 – Vickye Ford, Methodist Le Bonheur Healthcare
Director 3 – Lela Garlington, MLGW
Immediate Past-President – James Dowd, First Tennessee
Professional Development Chair – David Brown, KQ Communications
Ethics Chair – Rebecca Greer, Memphis University School
Hospitality Chair – Amber Carter, UTHSC
Publicity Chairs – Karen Davis, Brooks Museum
Awards Chair – Hayley Grossman, Morris Marketing
Diversity & Inclusion Liaison – Anthony Hicks, SRVS
VOX Chair – Rachel Cordray, Independent
APR Chair – Jodie Cornell, US Navy
PRSSA Liaison – Kim Marks-Malone, University of Memphis
