Spark PR Demonstrates Expertise in Our Field Through its Work With ALS

Written By: Anne Claire Aaron, account executive

As Manship students and soon-to-be public relations professionals, it is safe to say that we have become pretty familiar with PRSA members’ core values. According to the PRSA Member Statement of Professional Values, expertise is one of the six core values that should guide our behaviors as public relations professionals. Expertise refers to acquiring and responsibly using specialized knowledge and experience. Through continued professional development, research and education, we advance the profession. As public relations experts, we also build mutual understanding, credibility and relationships among a wide array of institutions and audiences.

After completing the course learning outcomes listed in the MC 4005 syllabus, we should be able to establish and maintain positive client relationships and outcomes as part of a public relations team. This is just part of what it means to exhibit expertise in the public relations field. Though it is only the fifth week of the semester, we have already worked as a team to establish a relationship with our client, The ALS Association Louisiana-Mississippi Chapter, and we will continue to work to maintain this relationship.

The syllabus discusses four ways PR professionals demonstrate expertise: writing, thinking, research and deadline orientation/organization. Over the past five weeks, our team has demonstrated each of these, but recently we have specifically focused on research. Through our research, we want to find answers to the problems ALS is facing in order to serve our clients needs.

An article from provides tips on demonstrating expertise in the public relations field. The first tip is, “understand the potential of public relations to manage perceptions.” In order to effectively serve the ALS Association’s needs, it is essential that we understand the public’s perception of the organization and work to ensure this is how the organization wants to be perceived.

The next piece of advice we are taking from is, “be prepared for a crisis.” After meeting with our client, we realized that they do not have a crisis communication plan for their Annual Gala. Because ALS patients will be attending the event, it is crucial that our client knows how to properly handle any situations involving these patients illnesses.

crisis curve

Image courtesy of MSLGROUP Global

As a new public relations firm, Spark PR realizes that we may not have all the answers to our client’s problems, but we do have the tools and resources to work as a team and solve these problems to the best of our ability.

To find out more about the ALS Association Louisiana-Mississippi Chapter:





Anne Claire Aaron, account executive


Crafting Your Story: Public Relations Expertise For Your Business. (2015). Retrieved February 10, 2016, from

Public Relations Society of America (PRSA) Member Code of Ethics. (n.d.). Retrieved February 10, 2016, from


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