Gini Dietrich

Counselors Academy Nuggets of Wisdom

By: Gini Dietrich | May 24, 2010 | 

Counselors Academy in AshevilleI’m just back from Counselors Academy in Asheville, which is part of PRSA. The annual spring conference brings together agency leaders from the U.S. and Canada and, this year, there were about 120 of us.

Between riding the Blue Ridge Parkway, hitting mecca at Mast General (see photo), playing Sorry on a Saturday night with seven other PR pros, Club 461, dueling pianos, a 60s party, and crashing prom, we actually did quite a bit of work. The sessions that were of most interest were on social media, client engagement, business growth in a new economy, and creating a vision for your business.

Following are some nuggets of wisdom I found during my trip:

1. Agency leaders should create a vision that brings in all the senses to engage positive (anabolic) energy (Alan Cohen).

2. The easiest way to get a book published is to ask your peers to write one chapter each and compile them into something people want to read (Henry DeVries).

3. Culture, communication, and coaching should drive your business (Randy Hall).

4. You should sell social media ingredients instead of entrees (Jay Baer).

5. It’s important to hire for talent AND growth potential (Elise Mitchell).

6. Measure your social media efforts – work backward from what you are trying to make happen (Brian Solis).

7. Canadians are smarter than Americans at the English language as Dan Tisch proved when he beat all of us at Darryl Salerno’s English as a First Language.

If you have a few minutes to spare, read the tweet stream at #CAPRSA to find some additional nuggets.

If you run a PR agency and you don’t attend this conference, it’s a must. Mark your calendars for May 13-15, 20 2011 and we’ll see you in Vegas!

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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6 Comments on "Counselors Academy Nuggets of Wisdom"


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Jay BAer
6 years 4 months ago

Thanks so much Gini. I had a great time at Counselor’s Academy! Terrific to see so many brilliant, interesting people in one place.

For all the #caprsa tweets, check out this archive I built using TwapperKeeper. It may still be aggregating, so give it a few hours.

Kris Schindler
6 years 4 months ago

@JayBaer TwapperKeeper LOL and thanks for the tip.

Gini: Your nuggets succinctly capture the quality and quantity of Counselors Academy and you’ve managed to color that with a great depiction of the tone of the conference (How did I miss going to Mast General with you?). We’re a creative bunch, hell-bent on learning, growing, being the best we can and advancing our profession. I hope some of your FADS readers will join us next year in Vega$.

Bob Reed
Bob Reed
6 years 4 months ago

Thanks for posting, Gini. You DID go to Mast’s. I thought those bins looked familiar.

Andy Donovan
6 years 4 months ago

Well after hearing about it from various sources (you, Martin Waxman and more) this has to be on next year’s calendar agenda for me. Thanks for sharing BFF…you are an amazing resource and someone I think everyone should have on their “Follow” list no matter what the social networking site. Cheers,



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