"We want to make sure we keep things interesting for our members," said Teresa Morgenstern, president of PRSA Gulf Coast. Morgenstern felt that the two mock-interviews provided a valuable learning opportunity for her members. "It's a real eye-opener for both sides. It garners more respect for media people and PR people."
PRSA Gulf Coast Programs Chair Cyndee Woolley wanted to cover two different forms of media when she planned the event. Woolley was happy to get Patrick Nolan, Fox 4 News anchor, and Naples Daily News columnist Brent Batton to participate in the Trading Places Interview.
PRSA Gulf Coast member Margie Hepke, a public relations professional with Collier County government, interviewed Batton. Batton played the role of a public relations representative from 'Kooky Kola' who had to answer questions about hiring immigrants.
Nolan played a representative from a condo conversion project that will be evicting residents and was interviewed by Anne Hughes, president of Hughes McGrath Public Relations.
Both scenarios were compelling, as they touched upon two Collier County hot topics: immigration and affordable housing.
"I just tried to think of something that was local and that was of interest," said Woolley of the topics she chose.
Batton seemed born to be a public relations man. Morgenstern pointed out that media people and PR people are similar. "We're both responsible for disseminating information," she said.
After the interviews, participants reflected on the exercise. Hughes said she preferred dealing with a crisis situation (bad press) from the other side (as a PR person rather than media).
Nolan mentioned that the end of an interview, when people are offered an opportunity to add a few words, can actually be the most crucial. People let their guards down, according to the news anchor, and often give the best quotes or 'sound bites.'
"I think what I love most is the ability to bring in high-profile media people and putting them in a different situation," said Morgenstern of the exercise.
June 22 through 24 PRSA Gulf Coast will host the 2006 PRSA Florida Sunshine District Conference. Morgenstern was excited to get confirmations from PRSA chapters in South Carolina, Georgia and Louisiana. For more information visit www.prsagulfcoast.org.