Cheryl Procter-Rogers takes the helm as President and CEO of PRSA

(February 15, 2006) Cheryl Procter-Rogers, takes office as the 2006 president and CEO of the Public Relations Society of America (PRSA) with an eye towards "creating a new normal and breaking new ground," public relations executive. Procter-Rogers, regional corporate affairs director for Home Box Office (HBO) in Rosemont, Ill., brings more than 25 years of public relations experience to PRSA, the world's largest organization for public relations professionals.

"My desire is to leverage the collective experience and resources of our local, regional and national leadership to increase member value, and to inspire those who have considered membership to join us," said Procter-Rogers, recipient of PRSA's 2005 D. Parke Gibson Pioneer Award for multicultural public relations and the youngest member ever to be inducted into the PRSA College of Fellows. "As a Board, we will build on the success of the core tenets of our profession and the Society."

During her presidency, Procter-Rogers will lead the charge in making cultural shifts that will have a long-term impact on the viability, growth and success of PRSA and the profession. To accomplish this, the 2006 Board of Directors has prioritized five initiatives:

-- Technology: Investing in the Society's technology to deliver member services and professional development in formats that meet member's needs.

-- Financial Accountability: Reviewing the Society's current business model, as well as financial policies and procedures, to find new revenue sources and ways to reduce expenses.

-- Issues Management: Enhancing PRSA's continued effort to serve as an advocate for the profession and the leading voice for the industry on ethical and industry issues.

-- Measurement: Establishing measurement tools that will help the Society's leadership be more accountable and provide members with a return on their investment.

-- Branding and Marketing: Following a brand management strategy that ensures PRSA continues its work to advance the profession and the professional.

Since joining PRSA in 1983, Procter-Rogers has been an active leader both locally and nationally. In addition to being the second African American elected to serve as the Society's president and CEO (Debra A. Miller, Ed.D., APR, Fellow PRSA, was the first in 1997), she was the first African American elected president of the Chicago Chapter of PRSA. She has also served on numerous committees and task forces, and is a member of PRSA's Corporate, Multicultural Communications, and Entertainment and Sports Professional Interest Sections.

Procter-Rogers' professional career includes serving as director of public relations and advertising for Nielsen Marketing Research, Northbrook, Ill., manager of public relations and advertising for Golden State Mutual Life Insurance Company, Los Angeles, Calif., and establishing her own LA-based public relations firm, Step Ahead Public Relations. She received her MBA from the Keller Graduate School of Management in Chicago and a bachelor's in English and Journalism at Bradley University, Peoria, Ill.

The Public Relations Society of America, based in New York City, is the world's largest organization for public relations professionals. The Society is organized into 112 Chapters nationwide, 19 Professional Interest Sections and has more than 29,000 professional and student members.

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As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products.

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