Blog Archives

A Tribute to Stuart Newman

A Tribute to Stuart Newman

By Bob Ross, APR, Fellow PRSA

My “business grandfather” Stuart Newman died on March 25 just a few weeks shy of his 97th birthday. 

I called him that because he was a long-time partner of John Schulte, who left Newman-Schulte-Reece in the 1970s to form Schulte, Reece and Aguilar. When I joined John, the firm became known as Schulte, Ross and Aguilar. I last saw Stuart at John Schulte’s funeral last November. Advanced age had not slowed Stuart down much. He was still coming in to the office regularly and remained in good spirits. It was great to reminisce along with Roger Reece, APR (PRSA Miami chapter president, 1972 and 1973) and Ruben Aguilar, APR (same, 1977).

Stuart had been chapter president in 1964, also president of the American Public Relations Association’s local chapter in 1958 and 1959. That group merged with PRSA in 1961. Stuart was a B-17 Bomber navigator in World War 2 and in 35 missions, was shot out of the sky twice. He was of the generation that never talked about anyone being a “war hero.” In that era, soldiers were simply doing their duty.

We honored Stuart with our Bill Adams Lifetime Achievement Award in 2007. Unbeknownst to me at least, he has been funding a journalism scholarship at the University of Florida, his alma mater, for three decades.

Recalls Annabel Beyra APR, who worked for Stuart: “Stuart Newman taught me all I needed to know about public relations and more. From the art of a good story to how to truly build long lasting relationships with journalists, I will never forget him. His legacy lives on in the students and professionals he’s met and touched along his long and storied career. I am sure his loving son Andy Newman will continue his legacy inside and outside the Newman agency. Stuart will be missed but never forgotten."

Stuart was the consummate professional. Who among us does not admire his ability, with the help of his able son Andy, to keep two clients – the Florida Keys tourism development agency and Carnival Cruise Line -- for more than 30 years?

And who would not like to have said about us at the end, as the Herald obituary did: “For South Florida public relations guru Stuart Newman, actions always spoke louder than words.” 

To read more about Stuart click on link below to Miami Herald story published March 25, 2019. 

https://www.miamiherald.com/news/business/tourism-cruises/article228376289.html 

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Effectively Reaching Out to Multi-cultural Audience Begins with 'Having the Right People in the Room

 

Effectively Reaching Out to Multi-cultural Audiences Begins with ‘Having the Right People in the Room’

Experts at PRSA Miami Panel ‘Diver-city’ Share Insights to Successfully Reaching Diverse Audiences

By Annabel Beyra, APR

This past week capping off Black History Month, multi-cultural marketing experts shared their insights on how to effectively reach multi-cultural audiences. David Duckenfield, president and partner of Balsera Communications led the discussion featuring the participation of Dexter Bridgeman, founder & CEO of MIA Media Group, Connie Kinnard, vice president of Multicultural Tourism & Development at the Greater Miami Convention & Visitors Bureau (GMCVB) and Suzan McDowell, president & CEO of Circle of One Marketing.

McDowell of Circle of One, emphasized the need for companies to increase their cultural competency and highlighted the importance of having “the right people in the room” from the planning to the implementation stages of a marketing outreach program.

Bridgeman of MIA Media Group talked about how the black community is loyal and believes the majority of the problem is that marketers are ill informed about the enormous market opportunity this community brings and how to effectively reach this audience. To further compound the problem, he pointed out that there is still a dearth in black leadership at large corporations.  

Kinnard of the GMCVB pointed out the importance of research. “Our research has found that African Americans identify with people who look like them in ads, yet this doesn’t necessarily apply to Hispanics. Sometimes research can be as basic as just reaching out to people who are receiving your information and getting their impressions.”

Events initiatives also become a way to generate interest from diverse audiences. McDowell cited the example of Jazz in the Gardens –an event she promotes - which has attracted locals and tourists alike to Miami Gardens as a destination for the musically inspired. Now in its 14thyear, this year’s event will take place March 9 and 10 and will feature acts like Lionel Richie, Bobby Brown, Stephanie Mills and The O’Jays to name a few.

In terms of companies who are getting it right, the panelists cited the brand “Mahogony” by Hallmark featuring messages and images that resonate with African America communities. Other examples included Starbucks with the implementation of its sensitivity training geared to employees. McDonald’s created a hip version of their jingle to appeal to African American audiences, as yet another example of companies waking up to the opportunities multi-cultural audiences bring. 

“When a company begins with ensuring there’s diversity in their leadership, the company is just naturally more diverse in their outreach,” adds Kinnard. “They understand that we reward companies that do the right thing.”

As education is still needed to raise awareness on the plethora of market opportunities and buying power of multi-cultural audiences, this brings rise to the creation of organizations like Black Publicists Matter and Colorcom. 

McDowell made the analogy when talking about segmentation, “Miami is still very much a Bento Box, not a melting pot.”

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Ready to take the next step in your public relations career?

The PRSA Sunshine District is hosting its first-ever APR Boot Camp Nov. 7-10 at Nova Southeastern University in Fort Lauderdale, Fla.!

Why register for the APR Boot Camp?
The APR Boot Camp is a four-day intensive course for candidates to prepare and advance through the Panel Presentation and take the computer-based Examination for Accreditation in Public Relations (APR) or Accreditation in Public Relations + Military Communication (APR+M).

This course is designed to provide a setting that will meet the needs of busy professionals whose schedules do not permit extensive preparation time.

What will the APR Boot Camp cover?

  • Day One: Panel presentation preparation in the morning, followed by a panel presentation in the afternoon
  • Day Two: Full-day preparation for computer-based examination
  • Day Three: Morning preparation session for computer-based examination, afternoon peer study time
  • Day Four: Computer-based exam at the Prometric Testing Center in Fort Lauderdale, Fla.

Please note: There is an additional fee to take the APR exam; however, those fees are at least partially reimbursed by PRSA National, pending successful completion of the exam. PRSA Sunshine also offers a $100 rebate program for local PRSA members.

Register for the APR Boot Camp here

Additional details are available at prsasunshine.org and prsa.org. Spots are limited!

Have questions? Email PRSA Sunshine District Chair Christina Morton, APR at [email protected] or the PRSA National Accreditation Senior Manager Kathy Mulvihill at [email protected].

Thank you to our PRSA Sunshine APR Boot Camp Sponsor!

This year's PRSA Sunshine APR Boot Camp would not be possible without the support of Nova Southeastern University's Department of Writing and Communication

Seeking a job in teaching, writing, publishing or digital media? NSU’s master’s degree in Composition, Rhetoric, and Digital Media can kick start your career with its multi-faceted curriculum that will prepare you for success in both the classroom and the workplace. Learn the art of teaching writing; become a professional and technical writer; develop in-demand digital media skills; work one-on-one with faculty presenting and publishing research; travel to professional conferences; write for their literary magazine; and serve in their writing center or as a graduate assistant. Learn more or apply today by visiting www.nova.edu/dwc.

Earn your accreditation, get $100 

Going through the accreditation process now? Planning to attend our APR Boot Camp? Upon successful completion of the Examination for Accreditation in Public Relations (APR), you can apply for a $100 reimbursement from the district. This is in addition to scholarships provided by many of Florida's chapters and the reimbursement from National. 

The scholarship reimbursement applies to anyone who passed the exam in 2017 or 2018.

After you pass the exam, complete the Accreditation Scholarship Form. Once your membership and accreditation is confirmed, payment will be mailed to the member's address. It's that easy!

 

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