PRSSA National Conference

The PRSSA National Conference is just around the corner! A group of students from Ohio Northern University’s PRSSA Chapter is preparing to attend conference in Atlanta, Georgia. The conference will be held November 6-10 and the theme is Rethink | Rebuild | Renew. Not only is National Conference a networking opportunity with thousands of public relations students and professionals, but it is also the time to announce the award and scholarship recipients for individuals as well as chapters across the nation.

The Ohio Northern University PRSSA Chapter has been a recipient of the prestigious Star Chapter Award every year since the inception of the award in 2009. The Star Chapter Award recognizes chapters of any size for meeting specific chapter and professional development goals.

The requirements are outlined on the PRSSA website and include 8 of the 10 listed:

1. Initiate and complete at least one community service project.
2. Strengthen your relationship with your PRSA sponsor Chapter.
3. Give attention to ethics in at least one Chapter meeting.
4. Confirm that at least one Chapter member applies for an individual National PRSSA scholarship or award.
5. Confirm that your Chapter applied for at least one national PRSSA award.
6. Conduct a high school outreach session and/or promote Affiliate membership to a nearby community college.
7. Confirm attendance by at least one Chapter member at National Conference, National Assembly, a Regional Conference or Leadership Rally.
8. Gain positive attention for your Chapter in at least one campus or community publication or community publication or other media.
9. Extend an invitation to students/faculty from other disciplines to attend at least one Chapter meeting.
10. Confirm that at least 10 percent of your graduating seniors applied for PRSA Associate Membership. Chapters with fewer than 10 senior members need to confirm one application.

Meeting these requirements throughout the year is only possible due to the tremendous commitment and hard work exemplified by each PRSSA member. As the president of ONU PRSSA for the past two years, I am looking forward to National Conference because I believe our Chapter is deserving of this award again this year. To be one of the two PRSSA chapters that has received the Star Chapter Award every year since its inception is an incredible honor. I am crossing my fingers that this year is a winning year for our Chapter again!

Pumpkin Obsession Good for Retailers

Autumn has brought beautiful changing leaves, cooler weather and pumpkin everything. Americans are obsessed with the big orange squash and not just for their carved jack-o’-lanterns. Pumpkin flavoring is creeping its way into hundreds of foods, drinks and other products. This overindulgence of pumpkin inspired products should not have retailers complaining as pumpkin products account for millions of dollars in sales each year.

According to Nielsen, pumpkin products accounted for $361 million in sales in the last year alone. That’s a 79% increase since 2011. Pumpkin pie filling still dominates the market with $135 million in sales each year, but other top pumpkin-flavored products include cream, coffee, alcoholic beverages, baking mixes, body lotions and sprays, candy and air fresheners. The list doesn’t end there. Unusual products added to the mix include pumpkin-flavored dog food, oral hygiene and gum, each product bringing in sales of $12.9 million, $1 million and $970,000.

Although the pumpkin obsession accounts for millions in sales each year, these numbers do not account for sales of fresh pumpkins. According to the National Retail Federation, sales of fresh pumpkins have been declining, with unit-sale losses in 2011, 2013 and 2014 accounting for 8.6 million fewer pumpkins sold. Consumers are overlooking fresh pumpkin as an option to satisfy their craving, instead opting for indulgent pumpkin spice treats, flavorings or fragrances.

Marketers have recognized this trend and utilize the seasonal return of the flavor to entice consumers. The anticipation for the flavor’s return and seasonal aspect provides marketers with the opportunity to appeal to consumers with these messages. Pumpkin spice lattes are no longer the only option to satisfy the pumpkin everything craving during the fall season. The variety of pumpkin products are increasing sales for retailers and satisfying America’s pumpkin obsession as the trend continues to grow and become an integral part of fall diets.

ABC Family Introduces New Name

Purposeful and focused change can help a brand go from good to great. Since 2001, the cable and satellite television network ABC Family has offered family-oriented programming aimed at a large target audience. Showing many Disney movies and other wholesome films, ABC Family has gained a strong brand personality of sensible and conservative. As the network has grown and evolved over time, more secular programming was featured with a mix of recent and classic family-oriented television show series and movies. I think it’s safe to say the networks programming is no longer suitable for all members of the family. Even the slogan “A New Kind of Family” does not uphold what many would define as family values.

The network recently announced its rebranding efforts to reflect the evolution of the company. Coming this January, ABC Family will be reintroduced with the name Freeform. The company decided on this name because it felt the new name would appeal best to its target audience of younger adults currently heading out into the world and experiencing their firsts: first jobs, first loves, first homes, etc. Repositioning the network will not change the focus or the programming mix, but instead will give viewers a better idea of the company’s evolving brand personality.

Many nonviewers have expressed concerns over the content in the current programming on a labeled family-friendly network. Some of the programming includes murder mysteries, series about transgender transformations and gay relationships. Although this kind of programming is frequently seen on other stations, the word “family” in the channel name ABC Family has caused some uproar with nonviewers who do not feel the programming is appropriate for their family, specifically their younger children.

The rebranding efforts seek to combat the misleading name. As it moves towards edgier and less family-friendly programming, ABC Family, or Freeform, seeks to capture the attention of its target demographic and break the ties holding it back from more secular programming. The network said it plans to double the amount of original programming over the next four years and the name change will help the program progress into a more accepted modern media brand.

Writing for Progressions

I recently had the opportunity to write for Progressions, PRSSA's blog. This blog is a way for PRSSA members to talk about professional issues in our industry, offer advice to other students and share resources. Since October is PRSSA/PRSA Relationship Month, I wrote a blog entitled Best Practices: Building Better Relationships with Your PRSA Sponsor Chapter. I highlighted how Ohio Northern University's PRSSA Chapter maintains mutually beneficial relationships with the members of our PRSA sponsor chapter through professional mentors, speaking opportunities at meetings and networking opportunities. It is comforting to know with PRSSA you have professionals willing to help you grow and guide you through the growing field of public relations. Happy PRSSA/PRSA Relationship Month!