Jerry Swerling was recently named "Outstanding PR Professional of the Year" by the Los Angeles Chapter of the Public Relations Society of America. Following are the introductory comments made at the awards ceremony by chapter vice president, Mary Graybill.

"It is my privilege to introduce Jerry Swerling, PRSA-LA's "Outstanding Professional" for 2000. Through a combination of ability, experience, integrity, diligence, common sense and people skills, Jerry has been a positive influence on our Chapter for many years, and a cornerstone of public relations professionalism.

As a board member, he has always fulfilled each and every commitment. In the process, he has made countless contributions toward PRSA-LA successes. He has revitalized the Public Relations Sequence at the USC Annenberg School for Communication. And using insights honed as the former head of California operations for a major national public relations agency, he has established a highly successful management and strategic communications consultancy that counts both big agencies and leading corporations among its clients.

Invariably, in the process of developing a project or program for PRSA-LA, a first step of implementation is to "call Jerry because he'll know the right approach, he can help, or he can tell you who to talk to."

Professional touchstone, mentor and wellspring of public relations knowledge, Jerry Swerling is truly an "Outstanding Professional," and one who continues to make invaluable contributions to PRSA-LA and the practice of public relations."

Jerry is often called upon to comment on trends and issues facing the PR profession, and is a frequent speaker at major professional gatherings, including the last four international PRSA conferences.

Jerry previously headed the California operations of Porter/Novelli, one of the nation's leading public relations agencies. Under his eight-year leadership, P/N's West Coast organization grew from a small, little known presence in Los Angeles to one of the strongest and most respected firms in the state, with a staff of 60 based in offices in Los Angeles, San Francisco and Irvine. While he was with Porter/Novelli the agency consistently won industry accolades, including being named 1994/95 "Public Relations Agency of the Year" by Inside PR magazine.