PRSA shoots down CFO’s application

LOS ANGELES: Cerrell Associates CFO Steve Bullock wants to join the PRSA. But serving as a top executive at a sizeable PR agency apparently isn’t enough to satisfy the group’s strident membership requirements.

LOS ANGELES: Cerrell Associates CFO Steve Bullock wants to join the PRSA. But serving as a top executive at a sizeable PR agency apparently isn’t enough to satisfy the group’s strident membership requirements.

LOS ANGELES: Cerrell Associates CFO Steve Bullock wants to join the

PRSA. But serving as a top executive at a sizeable PR agency apparently

isn’t enough to satisfy the group’s strident membership

requirements.



Bullock’s application for membership has been denied on the grounds that

he doesn’t practice PR. Though Bullock has led account teams, pitched

for business and played a pivotal role in the agency’s day-to-day

management, his title has seemingly made him ineligible to join the

organization.



PRSA’s bylaws require that members ’devote a substantial portion of time

to the paid professional practice of PR.’ Going by the book, Los Angeles

chapter eligibility committee chairperson Karen White rejected Bullock’s

application, which failed to reflect the breadth of his PR

experience.



In a letter to LA chapter president Laurie Kasper Gwyn and PRSA director

of chapter operations Dorothy McGuinness, Bullock expressed ’shock and

outrage’ at the decision. He also noted his responsibility ’for all

accounting, financial, personnel, benefits, contracts, legal and

administrative functions,’ as well as his involvement in ’numerous

client-related activities.’



Bullock has appealed the verdict, and White has agreed to revisit the

issue at the LA board’s next meeting, Feb. 17. Still, she stands by the

decision. ’We’re not a trade association,’ she said, disagreeing with

Bullock’s contention that any employee of a PR firm should be eligible

for membership. ’He’s going to revise his application. If he’s devoting

a substantial portion of his time to PR, he absolutely qualifies.’



Added McGuinness, ’We don’t go by titles. But in his job description, he

failed to mention that he’s involved in PR.’



- See editorial, p12.



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