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In mid-November, PRSA unveiled its 2017-2019 Strategic Plan, “Framework for the Future.” A team of Society leaders reviewed a substantial body of research before laying out the plan with a focus on membership, professional growth, and thought leadership. In this FIR Interview, host Shel Holtz discussed the plan with 2017 PRSA Chair Jane Dvorak. Among the topics addressed in the interview were the impact the research review had on the plan, how PRSA’s plans accommodate the diversity of members (including those who aren’t geographically situated to attend chapter meetings), and how the organization can remain relevant when so much networking and professional development is available online for free.

The 2017-2019 Strategic Plan Executive Summary is available here.

About our conversation partner

Jane Dvorak, APR, PRSA Fellow, started JKD & Company in 1989 and has driven strategic communications programs for 30+ years. She coins herself a “consult-a-lancer,”© for the high-level strategic counsel and the tactical support she provides to clients. Her skills span reputation management, community relations, crisis communications and strategic planning. Through a broad clientele base, she has been able to meet the growing and changing needs of organizations with energy, creativity, and impact. She is a leader in her profession and will serve as the 2017 National Chair of the Public Relations Society of America. She is an accredited member (APR) and was inducted into the College of Fellows in 2010. Among her accolades: She is a 2016 and 2011 Silver Anvil winner, a Swede Johnson Lifetime Achievement recipient and PRSA Mentor of the Year. She is a past PRSA Western District Chair and Colorado Chapter president. She graduated from Colorado State University and lives in Lakewood, Colorado.

About Shel Holtz

Shel Holtz, ABC (Accredited Business Communicator), is director of Internal Communications at Webcor, a commercial general contractor headquartered in San Francisco. Before joining Webcor, Shel spent 21 years as principal of Holtz Communication + Technology. In addition to integrating technology into communications strategies, his expertise includes strategic communications planning, change management, organizational culture, business initiatives and communications research. Full bio