PR department spotlights members

PR department spotlights members
The Public Relations Department (PR) at PEF headquarters runs much like a newsroom, where press releases, stories for the union’s publications, and ads for television and newspapers are written and produced.

It’s a bustling atmosphere where the staff of seven focuses on helping PEF achieve stronger contracts, job security and legislation to benefit all New Yorkers.

“PR is the union’s communications center ” said Darcy Wells, who heads the department. “It’s our job to advance PEF’s goals through the media, community relations, and through marketing and advertising.

“We also assist local leaders in announcing and preparing for organized events, membership meetings and press conferences,” Wells said.

Positive images of PEF
“PR has a highly experienced and dedicated team of professionals,” Wells said. “We work together and independently to promote a positive image of the state employees PEF represents.”

The department includes Sherry Halbrook, editor; Debbie Miles, reporter/writer; Mario A. Bruni, graphic artist; Barbara Valenti, junior graphic artist; Paul Murphy, secretary/typesetter; and, Kathi Blinn, advertising account executive.

PEF Staff Director Stephen Chamberlain provides general oversight of the department and guides it in promoting PEF’s positions. He shapes the public’s perception of PEF on union issues, and oversees the production of The Communicator, other publications and ad campaigns.

Much of the behind-the-scenes preparation for PEF rallies is created in PR. It produces the signs, designs and orders the T-shirts, invites the media to attend, and gets the press coverage.

PR monitors any mention of PEF or PEF-related issues with a daily nationwide media search.

Many times the department will launch an ad campaign to tie into a union event such as a rally or press conference. It’s the highly detailed, deadline-orientated, and timely execution of a variety of things that keeps the department on the move.

In print
Another facet of PR is the production of The Communicator. Each month, the staff discusses the editorial content and advertising space before the actual writing and graphic layout of the magazine.

“It is our responsibility to produce The Communicator year round,” Wells said. “We strive to include information on timely issues of importance. PEF represents members in so many job titles, PR helps to ensure the general public appreciates the high quality of work our members perform. The Communicator serves as an ideal venue to promote our members and other union news.”

Ad space is sold to offset the cost of production and the staff is always looking for ways to reduce the cost while not compromising the appearance of the publication.

Behind-the-scenes
Preparing for the annual PEF convention is another undertaking by the PR staff. Once the convention theme has been decided, the department works with union leaders to design and produce most of the convention materials. PR is responsible for the highly technical production of sounds and graphics for the event.

“We keep the convention in mind all year long,” Wells said. “We try to have every PEF event in every region covered and keep an electronic file of all the photographs.

“In all our responsibilities, we strive to represent PEF in a creative way. The PEF membership energizes this department and allows us the opportunity to put them
in the spotlight.”
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