Connecting Point Communications CEO Leads New Visual Identity for
PRSA Counselors Academy

May 15, 2003 – Orlando, Florida. One highlight of the 2003 Counselors Academy annual conference in Orlando, Florida was the unveiling of a new corporate visual identity for the 40 year old Counselors Academy, a professional interest section of the Public Relations Society of America. Counselors Academy membership numbers more than 600 senior counselors and principals of public relations firms nationwide.

Christine Boehlke, Founder and CEO of Connecting Point Communications as well as Counselors Academy Executive Committee member and 2003 Secretary Treasurer, introduced the new identity as part of the General Session program of the conference. Boehlke has headed a special branding committee over the last two years to address every aspect of the organization’s charter, programming, positioning and member satisfaction to help define its course for the coming years. Hundreds of members provided input during the two year project. International branding firm Enterprise IG created the resulting new Counselors Academy visual identity as a pro bono project.

The new logo serves as a visual shorthand to convey humanity and warmth, balanced with precision and innovation. It evokes a handwritten signature, a very unique human characteristic. In addition, there is interactivity in the interplay between the "C" and the "A", symbolizing both a star and a heart, or professionalism and human warmth.

"This exercise centered around the key principal of 'a brand is the way an organization behaves,'" said Boehlke. "We reached out to our membership in a variety of ways to learn what they most value from Counselors Academy, as well as what they would like to see done differently. As they say in the airline business, 'we know you have a lot of choices.' We wanted to make sure we remain the best choice for the best and brightest of the agency world well into the future."

Research clearly showed that the personality of the Counselors Academy is driven by the members' passion and commitment to evolving and preserving an open, honest peer network that energizes the individual and completes the senior professional. What makes Counselors different from the many other professional offerings available today is the dedication and friendship born of the collegial environment of the organization. "This is the most important way in which we are different and why Counselors can promote innovation, learning and sharing for the betterment of members, their employees and their clients," said Boehlke.

Founded more than 40 years ago, Counselors Academy is a professional interest section of the Public Relations Society of America dedicated to providing principals and senior counselors of public relations firms with the resources to grow their firms and the counseling skills of their people.

The more than 600 members of Counselors Academy are passionately committed to evolving and preserving an open and honest peer network that energizes the individual and completes the senior professional. Created through considerable talents of its members, Counselors Academy programs encourage networking, peer support and mentoring.

Membership is limited to accredited counselors (PRSA or Canadian Public Relations Society) or consultants with 10+ years experience in the profession.

Connecting Point Communications is one of North America's leading independent public relations firms. Founded in 2003 by Christine and William Boehlke, formerly CEOs of Phase Two Strategies, and headquartered in San Francisco, Connecting Point Communications connects clients with the people who will help them succeed.

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