North Carolina Newspapers

6 WEDNESDAY, SEPTEMBER 22, 2004 PR executive discusses changes to the industry Burson shaped public relations BY CHARLOTTE MURPHY STAFF WRITER Harold Burson, co-founder of Burson-Marsteller, the world’s largest public relations firm, pre sented Tuesday an overview of developments in the field of public relations. Richard Cole, dean of the School of Journalism and Mass Communication, introduced Burson as the man who helped shape the field of public relations. During his speech, Burson said the first exercise of public relations goes as far back as documents writ ten to gain popular support for the American Revolution. Burson detailed the growth of the field during the last 50 years, saying there is “no time when file impact of PR has been as great as it is today.” Putting his points in the context of the modern world, he pointed to the corporate events of the past several years that have sensitized chief executive officers on the need for effective public relations. He said the growth of public relations in the corporate world has changed from a question of “How do I say it?” to “What do I do?” Burson discussed complicated issues, such as corporate America’s growing social responsibility and the relationship between the media and public relations. He said one of a company’s most Free Admissions and Test Strategy Seminar —[ Attend this FREE seminar and learn: '—^ ■ how to successfully navigate the admissions process ■ how to craft an application that gets you noticed score-raising strategies critical to acing your admissions test J Graduate School: 9/21 Law School: 9/22 Business School: 9/23 7:00-9:00pm Space is limited. Call or visit us online today to register. Jiyinflltk 1-800-KAP-TEST kaptest.com Test Prep and Admissions | Instead of driving alone <jo m, F^ee! ON WEDNESDAY, SEPTEMBER 22, people around the world will celebrate Car Free Day by driving less. Greater transportation choice will give us cleaner air, more efficient energy use, less urban congestion, and safer streets for children. You can participate by going Car Free - or at least “Car Lite.” Everyone who pledges to reduce their auto use will be entered in a drawing for prizes including a bicycle, train tickets for two, footwear, gift certificates, and more! Winners will be announced at a celebration from 6:00 to 8:00 P.M. on the lawn at Weaver Street Market in Carrboro. (Rain location: Carrboro Arts Center) You do not have to be present to win! To participate, register online at www.gocarfree.com Car Free Day is Sponsored By: The Village Project, Inc www.thevillageproject.com Thanks to UNQ-Chapel Hill and The Daily Tar Heel for supporting Car Free Day! Other Car Free Day Partners include: Chapel Hill News, Chapel Hill Herald, WCHL Radio, Town of Carrboro, Town of Chapel Hill, Chapel Hill/ Carrboro Chamber of Commerce, Community Action Network (CANI, NC Smart Growth Alliance, Orange/Chatham Group of the Sierra Club, Smart Commute at Research Triangle Park, Students United for Responsible Global Environment (SURGE}, Transportation Reform Is Possible (TRIP), Triangle Transit Authority, Walkabie Hillsborough Coalition, and Weaver Street Market. important factors for corporate success is having a reputation of being a good corporate citizen. Burson said factors such as the pervasiveness of the media and the speed at which news travels have contributed to the change. “(This shift has been) putting stress on companies in managing how they behave around the world,” he said. Burson attributed his decades long career to several defining moments in his company’s history, such as winning the bid for the General Motors account as well as expanding into Geneva in 1961. “I often wonder if I would have the guts to make that kind of deci sion now,” he said. He also talked about the love hate relationship between public relations representatives and jour nalists. He said one of the major developments throughout the years has been the shift toward media invading all aspects of life. “You can create a personality very quickly in this country, which can be a good or bad thing,” Burson said. “This has had a terrible effect on public office-holders.” The audience was receptive to Burson’s speech, paying close atten tion to his description of qualifica tions he looked for when hiring. Leadership, self-motivation and good communication skills top the list, he said. He added, with a laugh, that it doesn’t hurt to be the editor of a college newspaper, a reference to his humble beginnings. Lisa Mabe, a junior public rela tions major, traveled from UNC- From Page One “It’s so encouraging to see someone from Tennessee growing up to be a multimillionaire USA MABE, UNC JUNIOR Charlotte to hear Burson speak. To Mabe, he provided an exam ple of the American dream. “It’s so encouraging to see some one from Tennessee growing up to be a multimillionaire with the most successful PR company in the world,” Mabe said. Contact the University Desk at udesk@unc.edu. RHA FROM PAGE 1 Freshman Joey Polonsky, project manager for the assignment, said he hopes the site will compel stu dents to vote. Vote Carolina, a program initi ated by the executive branch of student government to prompt campuswide registration, also is working with several groups to help disperse election information throughout campus. Amon Anderson, chairman of the program, will be leading efforts to encourage students to register in Orange County or their home county before the deadline. Along with registering vot ers, the program will provide transportation to district poling locations in and around Orange County. Contact the University Editor at udesk@unc.edu. UNC OptkdJ %hmp For all your Eyewear needs Extensive lines of designer frames Authorized Ray Ban dealer. The Optical Shop has over 700 frames. Polo, Gucci, Nine West, Emporio Armani and Columbia Sport are just a few of the designers we carry. Cannot be combined with other discounts or insurance. Located in the Ambulatory Care Center (ACC) Second Floor Lobby ~ Call for details: 843.3937 Fight Qub author Chuck PALAHNIUK will, re.ad frpm and sign his book DIARY A NOVEL Wednesday, September 22nd at NOON in the Bull’s Head Bookshop FINANCE FROM PAGE 1 the organization’s mock wedding and Sangam Nite programs. The group also requested funding for Aaj Ka Dhamaka, a dance compe tition that raises money for a UNC Mahatma Gandhi Fellowship. Committee members said they were reluctant to appropriate about $5,000 for each event without see ing specific details. In addition, members voted down the request to fund Sangam’s second Sangam Nite, since the event will be held off campus. Typically, the Student Code does not allow for student fees to fund off-campus events. Despite such sweeping fund ing cuts, Sangam officials said they understood the Finance Committee’s concerns and knew it treats all organizations with the same amount of scrutiny. “They were very rational and methodical,” said Sumeet Banker, treasurer of Sangam. The Campaign to End the Cycle of Violence received approval for SSOO to bring former CIA analyst Ray McGovern to the University on Oct. 20. McGovern worked for the CIA for 27 years under former Presidents John F. Kennedy and SUICIDE FROM PAGE 1 schedule a consultation with her or another professional. “It’s a useful way to help people confidentially access mental health resources for something which is often hard to discuss with someone else,” said Bradley Gaynes, psychiatry professor and task force member. Officials must do a better job recognizing those students who need assistance and focusing on how to help them, the task force’s report states. The report also addresses the difficulties of coordinating care and referrals with the restrictions of students’ health insurance. Jennifer Bushman, president of the Graduate and Professional STUDENT CONGRESS FUNDING The Finance Committee of Student Congress met Tuesday night and approved $25,929.60 in requests for student groups. Congress members will vote on the final appropriations next Tuesday. GROUP Amount Proposed Amount Received Sangam $19,806 $9,150 UNC-CH Walk-Ons $ 1.469 $ 275 Campaign to End the Cycle of Violence $ 1,946 $1,946 Vote Carolina $ 579.21 5 579.21 Wordshed Productions $ 4,100 $2,700 Graduate Romance Association $11,065 $8,485 Unite for Sight $ 3,248.68 5 513.39 UNC Collegians for a Constructive Tomorrow $ 1,531 $1,531 Executive Branch $ 750 5 750 SOURCE: STUDENT CONGRESS DTH/MARY JANE KATZ George H.W. Bush. Vote Carolina’s request for $579.21 to publish and distribute a voter guide with precinct locations and Election Day transportation services also was approved. The panel passed part of the Graduate Romance Association’s request for speakers Amadou Kone from Georgetown University and Elena Poniatowska, an author and former journalist from Mexico City. Jordan Selleck, president of UNC’s College Republicans, attended the meeting to address concerns regarding binding that was approved for a speech by Oliver North. The group canceled Student Federation and chairwom an of a CAPS advisory group, said the report’s recommendations are reasonable and well-researched. “It gave us specific things to work with,” she said. “CAPS actually now has tangible goals to better suicide prevention treatment and depres sion treatment at UNC.” The service added two full-time psychologists and one full-time psychiatrist to its staff this fall. Bushman said the task force’s best idea was to create a perma nent suicide prevention or mental health awareness group comprised of students, faculty and staff. “The task force was charged with focusing on doing research else where,” she said. “The new group BSM FROM PAGE 1 developed an involved service plan. His objective is to curb domestic 'violence, promoting “Awareness, Advocacy and Activism.” Through an anti-violence art show, workshops and a pledge signed by members of the BSM, Abrams said he hopes to positively affect young black couples. BSM members will have the chance to pose questions to can- PLEDGES FROM PAGE 1 He said a couple of parents already were aware that their sons had been asked to go on personal errands for fraternity brothers. “The parents wanted to know if that was allowed under the new code,” Tatum said. “We are empha sizing to the young people they have the right to say no.” Trustees have said they are isarpflynijß fc pitas salads CStimiilaJi ln 11 veggie options Fresl Tkinkiny, Hexltky Extiny OPEN LATE 919.933.4456 115 E Franklin St Tke Volunteer Fkir x ckxnce for faculty, Xnd tie public to leXm xbout service • opportunities in tke • county. Representatives HUNGER LUNCH fron. wore tUn 35 locxl AL L-YOU-CAN-EAT xyencies unll be on no caucus to recruit Ric & ConJrrebJ volunteers. Volunteering All proceeds f> to • s k yrekt why to mlw x sustainable nutrition prefect x difference in tke in X developing country <|uxlity of your coMnunily. ®/°n Choprt HM 1 Cantran (chamber Chapel Hill News Shp My (Tar MM the speech and now is using the funding for two others. “As scheduling progressed, (North) started to add costs,” Selleck said. “There was no other funding available. The only thing we had left to do was cancel.” Selleck said that in association with the UNC Federalist Society, the College Republicans now will use the money to bring David Limbaugh, brother of radio talk show host Rush Limbaugh, to the University on Oct. 4. Contact the University Editor at udesk@unc.edu. would focus on internal issues and on suicide.” Taskforce members say they hope the formation of advisory groups will foster a climate of mental health awareness and will improve student access to campus services. “The thing is, CAPS can’t do it all,” said Daniel Gitterman, task force member and professor of public policy. “We need to do a much better job of training our (resident assis tants) and anyone who comes into contact with students. Those most in need don’t always report to CAPS. Contact the Projects Leader at mbhanson@email.unc.edu. didates in a forum at 5:30 p.m. today during the group’s regularly scheduled meeting in the Upendo Lounge, located in Chase Hall. BSM members can make their final vote Sept. 30 by visiting rep resentatives in the Pit from 10 a.m. to 2 p.m. and at Chase from 5 p.m. to 7 p.m. Winners will be announced at the BSM Ball on Oct. 1. Contact the University Editor at udesk@unc.edu. pleased with the developments, but Carter emphasized the impor tance of sticking to the regula tions throughout the remainder of pledge season. “We delivered a serious mes sage,” Carter said. “We are encour aged by the leadership we are seeing in the IFC and individual chapters.” Contact the University Editor at icdesk@unc.edu.