PR/PR/PR: An Overview

© 2005 Progressive PR Professionals

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This profile of PR/PR/PR is an edited excerpt from the Progressive Communicators Network's "Networking Communicators Regionally: A Technical Assistance and Information Packet" (links to a Word file).

The original inspiration for the NYC network was a Los Angeles-based association serving public relations staff at nonprofits, called PIRATES. When Amanda Cooper, founder and coordinator of the Progressive PR Professionals, was offered her first communications job, she had no experience in the profession. Like so many other communicators, she entered the profession through another avenue, in her case, fundraising. And in another common scenario, she was a one-person department responsible for media and public relations for her entire organization. Despite studying communications in college, Amanda had no practical experience in the field, and the more experienced PR staff and the peer network she developed through PIRATES helped her develop skills and contacts.

When she relocated to New York City and found no parallel organizations, Amanda began to organize one of her own, aligning it with her own values by focusing on communications staff at progressive social change organizations.

Although Amanda was unsure of the level of interest and imagined spending a couple of years building up the network, the response has been enthusiastic and large. A listserv now connects nearly 500 people and the monthly meetings draw 20 to 40 communications staff from across the city. A sponsor, US Newswire, underwrites the food and drink at the meetings of what is now called the Progressive PR Professionals.

Amanda believes that key to the success of this network is that people really learn at the meetings, where guest speakers have included Air America and NBC News producers, Spin Project Director Holly Minch, and others with technical expertise in public relations skills. Meeting attendees also have time to meet each other and build a network of peers that they can call upon for help.

One of the most powerful aspects of the network has been the listserv. The moderated email postings give peers opportunities to discuss everything from the nitty gritty aspects of the work, such as securing a graphic designer or finding an advertising consultant who understands progressive issues, to bigger picture concerns like how to frame certain issues. The group also shares job postings and announcements of events interesting to communications practitioners.

Progressive PR Professionals has also grown beyond being one person's project. An active steering committee now directs the group. Committee members set up the events and do strategic planning. They also have developed a logo and website. The all-volunteer group of busy people has stayed effective by setting clear priorities, keeping bureaucracy to an absolute minimum, and making sure that volunteer time is well utilized by keeping meetings focused and tasks clear and manageable.

Reflecting on the impact of the NYC network, Amanda Cooper talks about how people are getting communications jobs and how they come to these jobs with more skills and a network of support, making them more effective. Using herself as an example, she talks about how the contacts and knowledge she has developed through her local and national networking have followed her as she transitions from a job in justice policy work to a position with a labor union. Casual acquaintances made through the network became essential partners in this new area, and Amanda has been able to be more effective more quickly as a result. While this benefits her personally, this kind of skills development and transfer build the progressive movement as a whole.