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July Newsletter

On June 12, 2007 the Idaho chapter of PRSA had the unique opportunity to sit down over lunch with Fred Zerza, vice president of public relations for the JR Simplot Company to discuss a variety of topics relevant to our profession. Having completed more than 25 years in public relations, Zerza is one of Idaho’s most senior public relations executives.

“Public relations is an organized way of communicating with people and reporters are America’s most elite class of migrant workers,” said Zerza with a coy smile. Not many people in the public relations profession would argue this statement. However, Zerza went on to say that people are not of much value to PR if they can’t write in a journalistic style.

Zerza began commenting on media relations and explained, “We, the communicators, are the only ones really sensitive to being misquoted by the media. It’s often a waste of time to try and correct information in the paper because the truth is; no one will pick up the tiny mistakes but you.”

Finally, Zerza discussed the dynamics of trust, credibility and the critical nature of both as public relations professionals. PR practitioners must always strive to build on the trust of those we communicate with. Trust is a key factor in the communication field, whether it is between client and agency, within the corporate arena, or interaction with the media.

-- Posted on Wednesday, July 11 2007

PRSA Idaho is your local career connection to the world's most prestigious association for public relations professionals.

		es/drake is a fully-integrated advertising and marketing communications firm that offers a wide range of services under one roof, including public relations, advertising, creative design, media planning, and web/interactive services. Through comprehensive program planning, the es/drake PR teams helps our clients manage news, change social behaviors, prompt purchasing decisions and influence policy change. We salute PRSA Idaho’s efforts to promote ethical public relations in Idaho.”
		The J. R. Simplot Company is a privately held food and agribusiness corporation based in Boise, Idaho. The company is active in community affairs and philantrophy and supports the local chapter of PRSA. Details of community support are the Simplot Web site.

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