IMAGE OVERHAUL: The 10-year-old Orange County Assn....

IMAGE OVERHAUL: The 10-year-old Orange County Assn. of Professional Secretarial Services has changed the last part of its name to “Business Support Professionals.” . . . “ ‘Secretarial’ in consumers’ minds has a negative connotation,” says Lynette Smith, the group’s president, who owns her own home-based word-processing business in Yorba Linda. . . . As more executives handle their own correspondence on computer, erstwhile secretaries must diversify into desktop publishing, graphic design or spreadsheets, she adds. “If you don’t change, you die.”

MEDIA MULTITUDE: One of the fastest-growing groups around is the Orange County Multimedia User Group. These writers, producers, artists, musicians and video hounds gather monthly in Santa Ana, seeking ways to mix their talents in making computer-based presentations. . . . “It’s fun business stuff,” says Gary Birch, the president, who owns his own multimedia company in Anaheim Hills. “People are revved.”

LEADING LIST: Susan Linn of Corona del Mar, the self-styled “networking queen” and seminar leader, just published her ninth annual “Directory of Orange County Networking Organizations.” . . . Whether you’re a farmer or financier, hypnotherapist or holistic nurse, this 134-page roster of more than 700 local business and trade groups has something for you. Linn, 46, says groups that last have good leadership: “Negative attitude, back biting, creating cliques” is what kills them.

DOWN AND OUT: The Millionaire’s Club, which won notoriety on the Jay Leno Show for meeting at a McDonald’s restaurant, went kaput last month. . . . This ambitiously named group of ordinary business people, who used to gather at a McDonald’s in Brea to talk shop and trade leads, had upgraded to a nearby Millie’s restaurant for meetings. But that’s when membership started to fall off drastically. . . . Jacque Daniel, the group’s founder, laments: “I still can’t get over the fact that we attracted more people at McDonald’s.”