Another Fine Day In The Flat

We kicked off summer after solstice with the first trip of the season to the Owl Conservatory for a bit of rest and reorganization. Unfortunately, the first trip always requires an exercise in spring cleaning and coordination for the rest of the season. While productive, we also made sure it was relaxing.

In years past, the primary objectives on the first week of summer prior to the Fourth of July were the pursuit of fruit and fireworks on the Yakama Indian Reservation. This year, cherries were in and the first crop of peaches as well. We passed on fireworks, which are forbidden in areas of high fire danger.

Instead, we spent a quiet few days visiting with some of the local denizens of the Aldo Leopold Society in between important chores like setting up the screen tent to provide a safe space from mosquitoes outside. Once we were set up, we enjoyed our time on the deck, along with a bit of exploring Shugart Flats and a few sauna sessions in our multi-use well house.

The Beat Goes On

Doesn't seem possible, but another school year has come and gone, and the University of Oregon chapter of the Public Relations Student Society of America continues to grow and thrive. Thanks to student leadership teams that have increasingly stepped up since the global pandemic nearly decimated UO PRSSA in 2020-21, the beat goes on.

Starting off the school year with a trip to Washington, D.C. for the 2025 PRSA/PRSSA International Conference, the team spent time hearing keynote speakers like Lauren Graham, award-winning actress, producer and New York Times bestselling author, and Tina Beaty, Chief Brand and Marketing Officer for the Society for Human Resource Management.

In addition to individual breakout sessions and panel discussions, socials and networking activities, UO PRSSA members had time to tour the nation's capital. Then in November, members participated in a professional development tour in Portland by visiting Gard Public Relations and Wieden+ Kennedy, both top rated agencies in the City of Roses.

Over the years, I have toured some outstanding advertising and public relations agencies in cities like New York, Los Angeles, Washington, D.C., Boston, Atlanta, Chicago, Philadelphia, Seattle, Denver, Phoenix and more, but the Wieden+Kennedy tour was a first for me. All I can say is "big wow." The agency is -- in a word -- unique.

Best known for its work with Nike, Wieden+Kennedy is one of the largest independently owned agencies in the world and has developed campaigns for many other recognizable brands like Starbucks, Coca-Cola, ESPN, Honda, Microsoft, Miller Brewing and Procter & Gamble, among others. The employees we met on tour at W+K truly love their jobs.

In February, UO PRSSA journeyed south for another professional development tour to "Baghdad by the Bay," as San Francisco humorist Herb Caen called it, touring agencies like Weber Shandwick and We Communications, and visiting Oracle Park, home of the Giants, in addition to a skull session with the unimitable Gerard Corbett, APR, Fellow PRSA.

UO PRSSA had a busy April, with both the Pacific NW CommCon, sponsored by PRSA Oregon and PRSA Puget Sound, and UO PRSSA's Meet the PRos event in Eugene. UO PRSSA and Allen Hall Public Relations both played critical roles at CommCon, held this year at UO Portland, providing both logistical support and panelists for breakout sessions.

A highlight of the CommCon was a breakout session on "Meet Your Audience: Gen Z" featuring UO SOJC students (from left) Madison Price, Denali Williams, Allie Geraci-Novy and Sam Rinaldi, and moderated by Jonathan Yost, MA, APR, APIO (right). The well-attended session offered the opportunity for an enlightening peek into Gen Z perspectives.

The session featured an engaging discussion that allayed many Gen Z stereotypes and misconceptions. On the premise that Gen Z is lazy: "Lazy? No. Anxious? Yes." On the notion that Gen Z is not taken seriously: "We're smarter than we look." On where they get their news: "Substack, Instagram, podcasters and influencers, and if interested, (they) follow up."

On what's important: "Want to be able to use skills in a fast-paced, collaborative environment." "Work/life balance. (We) want to be able to leave work at work" "Authenticity is important. When it comes to polished messaging versus real people, real people is more valuable" to Gen Z. "Not impressed with titles." And finally, "Hire us!"

Later in April, UO PRSSA sponsored a "Meet the PRos" Allen Hall, a panelist event with professionals from AIRBNB, Wieden+Kennedy, Columbia Sportswear, Rula Mental Health and Comcast. Tip of the fedora to an outstanding 2025-26 UO PRSSA executive team (clockwise, from bottom left): Tessa, Harry, Grace, Jade, Madison and Ellie.

Scaling The Summit

As the 2026 Northwest Communicators Conference celebrated its 30th year, it's safe to say that this year's event, sponsored by PRSA Oregon and PRSA Puget Sound, was one of the best ever. A tip of the fedora to to Allen Hall Public Relations, the UO School of Journalism and Communication's in-house public relations agency directed by faculty advisor Kelli Matthews, for its stellar efforts in helping make the conference a success.

Matthew Marcial, Chief Executive Officer of the Public Relations Society of America based in New York, kicked off the conference with an overview of what's been happening -- and what's to come -- with PRSA as an international organization serving the communications community. What's changing, he noted, was an increased effort to becoming "trusted advisors to leadership" and "an ethical compass in a complex environment."

The strategy now, he said, is to align communications with business outcomes, anticipate risks earlier and influence leadership decisions. Addressing the "trust gap," execution still matters and precision is needed over volume: "Audiences are skeptical and authenticity is required in bridging the chasm between words and actions.

Held at the University of Oregon's Portland Campus, Marcial also addressed the state of the society. The focus areas, he noted are "revenue, retention and recruitment." Challenges facing the society include the economic environment, competition and perception gaps, but "passion of membership" will drive the society to new heights as it goes virtual with its lease on 120 Wall Street expiring in February 2027.

The 2026 Northwest CommCon featured compelling keynote speakers like Elizabeth Edwards speaking on "AI and the New Trust Economy," Pulitzer Prize Winner Nigel Jaquiss from the Oregon Journalism Project, Katie Garcia of the Logos Institute speaking on "What You Can Do to Reverse Marginalization of the PR Profession," and Mark Mohammadpour, APR, Fellow PRSA on "Leading with Empathy in the PR Profession."

Two sessions stood out for me. Katie Garcia's premise that "we don’t (necessarily) deserve a seat the table where decisions are made. We have to earn that seat at the table" resonated; and University of Oregon student comments in "Meet Your Audience: Gen Z." "Company culture and authenticity are important; beware of companies that lack vision or who fail to acknowledge employees. We're smarter than we look."

Pearl Jubilee

In 1996, the Oregon-Columbia chapter of the International Association of Business Communicators (IABC) pursued the idea of a professional development conference in Portland, and invited the local chapter of the Public Relations Society of America (PRSA) to help organize the event as a joint venture. Originally called the Portland Communicators Conference, the event is stronger than ever after three decades.

According to friend and colleague Tom Unger, ABC, APR, Fellow PRSA, who was president of the local chapter of IABC in 1996, the conference was the brainchild of Julie Piper Finley, Vice-President of Professional Development at the time. Since then, I have attended and presented at numerous CommCons over the years. Congratulations to the Northwest CommCon on its pearl anniversary celebrating 30 years!

Prank Humor In Brightwood

Editors note: Several characters, all of whom shall remain nameless, and therefore shameless, contributed to this tale of high jinks, horseplay and shenanigans in rural Americana.

Birdie McInnes walks into a bar, but it’s not just any bar. It’s the Brightwood Tavern along the old Barlow Road on the north bank of the Sandy River, tucked away where the forest reclaims the past, but is somehow preserved in the shadows of tall firs and cedars. The town became an afterthought when U.S. Highway 26 relocated on the south side of the river.

The tavern is a low-slung fortress of heavy, hand-hewn logs, weathered to a deep charcoal gray, with small, squinting windows. Even at midday the interior of the dark, dank pub remains perpetual twilight. Inside, the air is thick with the permanent haze of cigarette smoke baked into the very grain of the logs and the sticky varnish of the bar top.

Birdie, en route to Timberline Lodge for a climb up Mt. Hood's south side, spots a jukebox and peruses his options. The selections are what you might expect in the backwoods of Oregon, mostly country-western, but with a couple of outliers by The Grateful Dead. The jukebox offers three plays for a dollar, and Birdie has seven dollars. He decides to select 21 plays of Casey Jones. Then, he orders his food to go and waits.

The first play of "Driving that train, high on cocaine," raises a few eyebrows in the joint. After the third play, one of the patrons announces: "That song is longer than I remember it." On the song's seventh play, another guy who looks like he had just been paroled for domestic violence, says: "Goddammit!"

But on the eighth play, Birdie, being the clever lad he is, had chosen the B side of the disc: Sugar Magnolia. But on the eighth play, it was back to "Driving that train, high on cocaine...." The disgrunted patron grabs a pool cue, likely to use as a weapon, while Birdie quietly exits out the front door with his food as the bartender walks over and unplugs the jukebox.

Trail Dog

Hello, there. My name is Leia, as in Princess Leia Organa from Star Wars. I'd like to share why life as a trail dog is simply the best. It's a ruff job, but someone has to do it. As a trail dog, we live entirely in the moment. When I see you, my heart can wag even faster than my tail.

I don't worry about yesterday's squirrel chase or tomorrow bath, I just focus on the sheer joy of right now. Trail dogs are the masters of unconditional love. You could wear mismatched shoes and sing off-key and I would still look at you like you hung the moon. I specialize in boosting morale with a wet nose and a cheerful bark.

I can remind you that life is about the simple pleasures: a perfectly thrown tennis ball, the smell of rain on the sidewalk, a sunbeam slicing across the living room rug. These things are pure magic to me. I can find joy in a chewed up frisbee for at least 20 minutes. Plus, I have a built-in and ready-made excuse for everything.

It's a dog thing. Ate the last slice of pizzeria? Dog thing. Left white fur on a black couch? Dog thing. Slept through the alarm. Definitely a dog thing. So as you ponder your complex thoughts, remember the best way to live is with a happy tail and a heart full of love.

Mio Fratello

Happy birthday to my beloved brother, Robert Emile Cargni-Mitchell. Born on February 18, 1954, Robert passed away on or about May 1, 2023. We're not sure of the exact date because, much like Savannah Guthrie's mother, Nancy, Robert disappeared for a fortnight on the streets of Philadelphia. However, unlike Nancy Guthrie, Robert was not a public figure.

When Robert disappeared in late April 2023, the family went to work, calling police and hospitals throughout Philadelphia. When I complained to the police detective on the case that the process was moving too slowly, he asked: "Do you know how many people go missing every single day in this city?" "Dozens," I was told by the detective. "We can't keep up.".

Apparently, people go missing every day of the year, leading to gut-wrenching pain for families everywhere. In most cases, a missing loved one is only newsworthy to those who matter -- their families, No, Robert wasn't related to a famous celebrity, but the pain and suffering for his family was nonetheless real. Was his disappearance newsworthy? It was for his family.