FPRA 79th Annual Conference has ended

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FPRA 79th Annual Conference

FPRA’s 79th Annual Conference "It’s Personal: Research. Relate. Respond." is a four day conference of unparalleled professional development and networking for public relations professionals.

Attendees will hear from major industry and thought leaders who will provide the inspiration, motivation and affirmation needed to help rocket your PR efforts to new heights.

This year’s conference will be held at the Ritz-Carlton Orlando from August 6th to 9th.

This year’s blogging team consists of Colleen Thayer, APR, CPRC, Susan Vernon-Devlin, Amelia Bell, APR, CPRC, Amanda Handley, APR, Katarina Dos Santos, Laura Kern, APR. Mollt Kellogg-Schmauch, Robyn LaPorta, Rachel Denton, Kim Livengood, Erin Morton, APR, CPRC, Sarah Coulson, Erin Knothe, Sarah Hansen, Brandi Gomez, Stella Harbilas, APR, Alyssa Holcomb and Maria Isabel Sanquirico. Follow their work here.

Conference attire is professional business. Please note that the average temperature in the hotel is 72 degrees. To ensure comfort, attendees may want to have a sweater or jacket available.

For the President’s Welcome Reception, casual attire is recommended. As this year’s theme is Harry Potter, attendees are encouraged to wear house-themed clothing.

The Golden Image Awards Banquet is formal wear, black-tie optional.

10:25am PDT

Breakout Session 1A - Selling Your Media Story in 60 Seconds

Feedback Survey

Pitching busy journalists can be challenging and intimidating, especially when you're working under pressure from bosses and clients. Are you ready to gain greater confidence and pitch the press with ease and effectiveness – even under tight deadlines? Michelle Leff Mermelstein will share proven techniques for crafting media pitches that will help you build quality relationships and deliver your messages with great clarity. This workshop will offer practical tools you can use right away to be more effective with your media outreach. Topics covered will range from writing subject lines that will get your email read, making your pitch relevant and do’s and don’ts of communicating with reporters through social media.

Sponsored in part by the Central West Coast Chapter

Speakers

Michelle Leff Mermelstein, APR

PR Manager, Sprint Nextell

Mermelstein is an accomplished communications and public relations strategist with more than 16 years of success in positioning products, services and issues to drive audience engagement. She has an extensive track record for developing and executing external and internal public relations... Read More →

Monday August 7, 2017 10:25am - 11:25am PDT
Tuscany Ballroom D

Breakout Session

10:25am PDT

Breakout Session 1B - The Future of SEO

Feedback Survey

This presentation will start with the history of SEO before moving on to SEO in 2017. Attendees will learn the dos and don’ts of contemporary SEO, how SEO relates to video and the importance of SEO in terms of attracting your ideal customer. You will leave this session with actionable items to start improving your SEO today.

Speakers

Gabriel Marguglio

CEO, Nextiny Marketing

Gabriel Marguglio started Nextiny Marketing in 2002 as a website design shop which evolved into an SEO agency and finally, into an inbound marketing agency. Nextiny is a HubSpot Gold Partner and the first Wistia Gold partner in the U.S. Nextiny has become a growth powerhouse focused... Read More →

Monday August 7, 2017 10:25am - 11:25am PDT
Tuscany Salon A

Breakout Session

10:25am PDT

Breakout Session 1C - The Right Rx for (Healthcare) Communications

Feedback Survey

In a more consumer-driven marketplace, healthcare communicators must expand their role into all aspects of the healthcare continuum, and extend their competencies to include: greater business acumen, stronger operational alignment, Protected Health Information (PHI) and quality metrics. In this session, you’ll hear success stories, tips, trends, and techniques for using digital, social and traditional strategies to communicate with policymakers, consumers, health care leaders and employees. You will also learn the traits and value proposition for managing a successful career in communications and healthcare.

Speakers

Roy Reid, APR, CPRC

Executive Director of Communications, Adventist Health System - Florida Division

Roy Reid is the Executive Director of Strategy/Communications for Adventist Health System, and a leading authority on public relations, business communications, and marketing with extensive experience in healthcare. He works with business leaders as a counselor, strategist, and coach... Read More →

Kristen Knapp, APR, CPRC

Director of Communications, Florida Health Care Association

Kristen Knapp is Director of Communications for Florida Health Care Association, the state’s largest and leading advocacy organization for long-term care providers and the residents under their care. She manages the Association’s strategic communications, public relations, and... Read More →

Revised FPRA 2017 Right Rx for Healthcare Communications pdf

Monday August 7, 2017 10:25am - 11:25am PDT
Tuscany Salon B

Breakout Session

10:25am PDT

Breakout Session 1D - Speak Their Language: Bridging the Gap Between PR and Finance

Feedback Survey

The budget approval process can be a daunting task for PR and HR pros. Justifying communication program expenses, talent recruitment or compensation is often lost in translation between the people-focused and number-focused languages. Learning strategies to craft request messaging for the finance team is valuable for strengthening the teamwork within your organization.

Speakers

Larry J. Parnell, M.B.A.

Associate Professor and Program Director, Masters in Strategic PR, The George Washington University

Lawrence J. Parnell, M.B.A., is an associate professor and director of the George Washington University Master’s in Strategic Public Relations program, named the best PR Education Program for 2015 by PR Week. During a 34-year career in the private and public sectors, he has worked... Read More →

Monday August 7, 2017 10:25am - 11:25am PDT
Tuscany Salon C

Breakout Session

1:45pm PDT

Breakout Session 2A - Protecting Data & Discussions in an Electronic Communications World

Feedback Survey

Phishing and other social engineering scams continue to proliferate and evolve with new hybrid attacks despite the best efforts of endpoint security and gateway solutions to block them. How do you keep up and what are the most effective methods for securing your organization to combat cyber-crime? Erich Kron, Security Awareness Advocate for KnowBe4, will educate attendees about classic and current social engineering trends. He will also discuss recent attacks and how the organizations could have better protected themselves. The session will examine current phishing trends, vishing and Smishing attacks, CEO Fraud and W2 Scams, effective mitigation strategies and how your end-users can be mobilized as your last line of defense.

Speakers

Erich Kron

Security Awareness Advocate, KnowBe4

Kron is a veteran information security professional with over 20 years’ experience in the medical, aerospace manufacturing and defense fields. He is the former security manager for the 2nd Regional Cyber Center-Western Hemisphere and holds CISSP, CISSP-ISSAP, MCITP and ITIL v3 certifications... Read More →

Monday August 7, 2017 1:45pm - 2:45pm PDT
Tuscany Salon A

Breakout Session

1:45pm PDT

Breakout Session 2B - Digital Video 101: Shooting Professional Quality Video with Your Smartphone

Feedback Survey

Video content is proven to increase website traffic, conversions, sales and donations. In the next year, it is predicted that more than 70 percent of all web content will shift to video. Social media channels like Facebook are prioritizing video over text and photographs, which is just one of the many reasons why PR professionals must not only be great writers but also proficient in video production. Learn how to create professional quality video on a shoestring budget by pairing your smartphone with the right tools and accessories to create compelling and affordable brand video libraries.

Sponsored in part by the Volusia/Flagler Chapter

Speakers

Heather Grzelka, APR

Principal, Madeira Public Relations

Heather Grzelka enjoys nearly 20 years of experience advancing social causes by generating positive media attention that influences policymakers and increases donor support. Before founding Madeira Public Relations, Grzelka spent the first decade of her career successfully navigating... Read More →

Monday August 7, 2017 1:45pm - 2:45pm PDT
Tuscany Salon B

Breakout Session

1:45pm PDT

Breakout Session 2C - Building the Pitch on Research & Technology

Feedback Survey

A growing number of PR professionals say the news release is dead, but don’t give up on it just yet. AAA still uses traditional news releases and receives tremendous results. Company spokesman, Mark Jenkins, takes you inside today’s newsroom, sharing the expectations of real members of the media, and reveals how AAA uses statistics and technology to increase exposure.

Speakers

Mark Jenkins

Senior Public Relations Program Coordinator, AAA

Jenkins is Senior Public Relations Program Coordinator and spokesman for AAA – The Auto Club Group. Before joining AAA, Jenkins was an award-winning television broadcaster who spent six years as a news anchor and one-man-band reporter in Florida. He leverages his knowledge of the... Read More →

Monday August 7, 2017 1:45pm - 2:45pm PDT
Tuscany Salon C

Breakout Session

1:45pm PDT

Breakout Session 2D - Seven Secrets to Become the Leader You Never Thought You Could

Feedback Survey

With constant change increasing the pressure placed on all of us, how can you adapt to meet the needs of your team and your customers? How do you deal with the increased pressure to produce ever-improving results? How do you stop spending your days putting out fires? Simple: stop letting your title or organizational structure keep you from being a leader. In this spirited and interactive session, you will learn seven secrets that great leaders apply to produce results. Find out how you can apply these same secrets to your job – even if you didn’t think you were a leader. Josh Davies, CEO of The Center for Work Ethic Development, will share strategies, specific tactics, and case studies to help everyone develop the secret behaviors that drive leadership.

Speakers

Josh Davies

CEO, The Center for Work Ethic Development

Davies is passionate about helping others make a difference in their lives, jobs and community. Through his work as a speaker and trainer, he has engaged and encouraged professionals across North America, the Middle East and Asia. Josh has keynoted national conferences and regularly... Read More →

Monday August 7, 2017 1:45pm - 2:45pm PDT
Tuscany Ballroom D

Breakout Session

1:45pm PDT

Breakout Session 2E - Soloprenuers: Building Your Own Business

Feedback Survey

Being a solo professional is highly rewarding, but consultants at all levels have questions. What’s the best way to find new clients? How much should I be charging? What do I need to know if I’m thinking of going out on my own for the first time? This one-of-a-kind “ask the experts” workshop will answer all these questions and more. Join our panel of veteran, independent PR consultants as they divide and conquer to make sure each attendee’s toughest dilemmas are addressed. With three separate workshop zones – one for beginners or those considering taking the plunge, one addressing new business/fees, and the other focused on PR skills and client management – your area of interest is sure to be covered. Move between zones and discover ideas you can begin implementing immediately!

Speakers

Jay Morgan-Schleuning, APR, CPRC

Owner, Authentic Reputations, LLC

Jay Morgan-Schleuning is the owner of Authentic Reputations, LLC, a Tallahassee-based boutique communications consultancy, specializing in strategic communications, public relations, marketing, branding and reputation management for associations and nonprofit organizations. He is... Read More →

Lanette Hart, APR, CPRC

Principal/Owner, Hart & Associates

Lanette Hart, APR, CPRC, is one of two representatives for the Florida Public Relations Association on the Universal Accreditation Board. She has more than 24 years of experience in various aspects of corporate communications, public relations, marketing and journalism. She is the... Read More →

Karen Swim

Strategic Public Relations and Marketing Consultant, Words for Hire

Karen Swim is an accredited public relations professional who has run her own virtual agency for more than a decade, and she brings to her PR work an unusually rich background in sales, human resources, business and marketing, having started her career in HR in the banking industry... Read More →

Monday August 7, 2017 1:45pm - 2:45pm PDT
Amalfi I & II

Breakout Session

1:45pm PDT

Communications Breakdown: What is going on is Washington and how does it affect the PR profession?

An informal roundtable discussion on fake news, alternative facts and high profile media criticism. What is happening and how do we respond to our clients and colleagues?

SEATING LIMITED TO 17 ATTENDEES.

Speakers

Larry J. Parnell, M.B.A.

Associate Professor and Program Director, Masters in Strategic PR, The George Washington University

Lawrence J. Parnell, M.B.A., is an associate professor and director of the George Washington University Master’s in Strategic Public Relations program, named the best PR Education Program for 2015 by PR Week. During a 34-year career in the private and public sectors, he has worked... Read More →

Monday August 7, 2017 1:45pm - 2:45pm PDT
The Boardroom

Breakout Session

10:15am PDT

Breakout Session 3A - Making Your Message Personal

Feedback Survey

Staying true to your company’s vision and mission, and understanding your audience is critical to crafting messaging that is authentic and conveys your brand’s culture. We’ll discuss how JetBlue approaches its communications campaigns and how it responds to potential crises in a media landscape that is fast-moving.

Sponsored in part by the Space Coast Chapter

Speakers

Elizabeth Ninomiyia

Manager of Corporate Communications, JetBlue Airways, Latin America & the Caribbean

Elizabeth Ninomiya is a manager of corporate communications for JetBlue, overseeing public relations, social media efforts and inaugural route celebrations in international markets, as well as Puerto Rico, the US Virgin Islands and the US Hispanic market. Prior to joining JetBlue... Read More →

Tuesday August 8, 2017 10:15am - 11:15am PDT
Tuscany Ballroom D

Breakout Session

10:15am PDT

Breakout Session 3B - Partnering with Your Community to Enhance Your Corporate Brand

Feedback Survey

In today’s business world, it’s essential to create authentic and valuable partnerships. Companies want to align with innovative, mission-driven nonprofits that can help meet their community outreach goals. Simultaneously, mission-driven organizations look to pair with companies that can offer brand visibility and help make investments in their unique causes. Learn helpful tips on how to forge creative partnerships that are mutually beneficial.

Speakers

Chris Gent, APR, CPRC

Director of Corporate Communications, Kissimmee Utility Authority

Chris Gent is director of corporate communications for Kissimmee Utility Authority. An FPRA member since 1994, he is a former FPRA state president, Orlando Area Chapter president and Counselors’ Network chair. Chris received FPRA's Doris Fleischman Award in 2001 and Member of the... Read More →

Tuesday August 8, 2017 10:15am - 11:15am PDT
Tuscany Salon A

Breakout Session

10:15am PDT

Breakout Session 3C - The Heart of Your Mission: Internal Communications

Feedback Survey

An organization’s brand is one of its most valuable assets. Did you know that employees can be your greatest brand ambassadors? Employees are walking billboards, representing your brand with every move. Whether they are functioning inside or outside of the organization, they are a reflection of your brand. Depending on their behaviors or actions, this could prove positive or negative. Educating employees about this critical role within the organization can make all the difference. Through internal communications, organizations can increase brand awareness among employees, helping ensure that an organization’s brand is represented in a positive and productive manner. Learn how you can turn your employees into brand ambassadors and the value it will bring to your organization.

Speakers

Devon Chestnut, APR, CPRC

Communications Manager, Cox Communications

Devon Chestnut is the communications manager for Cox Communications, a broadband communications and entertainment company, providing advanced digital video, internet, telephone and home security and automation services. Her role includes managing Cox’s Southeast Region internal... Read More →

Tuesday August 8, 2017 10:15am - 11:15am PDT
Tuscany Salon B

Breakout Session

10:15am PDT

Breakout Session 3D - The Intersection of Branding and Digital Communications

Feedback Survey

Today’s connected consumers have revolutionized how brand strategy and communications evolve. The former expiration date on brand strategy and communications has progressed to become much more fluid due to the consumer feedback loop that digital provides. Understanding the psychology of each digital platform enables brands to understand the drivers of consumer decision making, and customize brand and digital communications based on that mindset. The result, an interactive communication strategy that puts the consumer first.

Speakers

David Capece

Founder & CEO, SPARXOO

David is a branding and digital expert with 19 years of industry experience. David’s experience includes overseeing large-scale digital development projects and running multi-million-dollar marketing campaigns. Prior to Sparxoo, David served as Senior Director of Marketing for ESPN.com... Read More →

Tuesday August 8, 2017 10:15am - 11:15am PDT
Tuscany Salon C

Breakout Session

12:50pm PDT

Breakout Session 4A - Negotiation & Conflict Resolution

Feedback Survey

As organizations are asked to compete with fewer resources and higher stakes, it is natural that communications professionals encounter sources of conflict and difficult dialogues within their organization. This interactive session asks participants to engage in critical self-assessment and provides information for how PR professionals negotiate tense situations and achieve conflict resolution in their teams and with their stakeholders. Through understanding the power of interpersonal communication, effective listening and crucial constructive feedback, participants will gain the strategies necessary to resolve key conflicts in their respective areas.

Speakers

Adam Sharples Brooks, Ph.D

Assistant Director of Public Speaking, University of Alabama

Dr. Adam Sharples Brooks is a nationally renowned public speaker with a Ph.D. in Communication and Information Sciences, an M.A. in Communication Studies, and a background in Public Relations. As the current Assistant Director of the Public Speaking Program at The University of Alabama... Read More →

Tuesday August 8, 2017 12:50pm - 1:50pm PDT
Tuscany Ballroom D

Breakout Session

12:50pm PDT

Breakout Session 4B - Harmony Through Teamwork: Counteracting the Cacophony of Miscommunication

Feedback Survey

In the public relations industry, effective communication and teamwork are critical. Learning ways to set established protocols and clear processes of communication helps everyone serve clients and the overall organization better by creating synergy to accomplish objectives. In this highly interactive, high-energy presentation, Jan Spence will share her extensive knowledge of running a business to help attendees take their teamwork and communication skills to the next level. This fun, engaging session will give participants practical tools they can implement immediately.

Speakers

Jan Horton Spence

Principal, Jan Spence and Associates

Spence is an international speaker, consultant, trainer and business coach. With contagious charisma and a zest for life which make her an excellent motivator and leader, the Georgia native has used her vast knowledge in sales, marketing, communications, finances and business operations... Read More →

Tuesday August 8, 2017 12:50pm - 1:50pm PDT
Tuscany Salon A

Breakout Session

12:50pm PDT

Breakout Session 4C - How can paid and earned media be complimentary?

Feedback Survey

We all strive for earned media coverage, but there are times when placed content is important to an effective mix in getting your message across. Explore how to insure messaging consistency across earned and all forms of paid placement.

Speakers

Chad Binette

Assistant Vice President, UCF Marketing at University of Central Florida

Chad Binette is assistant vice president for the University of Central Florida’s News & Information office. News & Information leads communications for key university priorities, in partnership with UCF Marketing, and also manages crisis communications and emerging issues for one... Read More →

Patrick Burt

Assistant Vice President, University of Central Florida News and Information

Patrick Burt is the assistant vice president for marketing at UCF. Within the Division of Communications and Marketing, UCF Marketing leads brand execution, advertising, and web and creative services for the university. In partnership with UCF units and the division, UCF Marketing’s... Read More →

Tuesday August 8, 2017 12:50pm - 1:50pm PDT
Tuscany Salon B

Breakout Session

12:50pm PDT

Breakout Session 4D - More Than Just Words: Creating Digital Content in a Mega Corporation

Feedback Survey

Content strategy is planning for the creation, implementation, governance and sustainment of internet content. How does that relate to public relations? For starters, both are about effective communication – with customers, clients and in some cases even our colleagues. Kelly Turner, lead content strategist at AT&T, will give a peak behind the curtain of how he helps drive AT&T’s internet content process using old-fashioned journalism techniques, customer-focused testing, and a touch of gumshoe acumen.

Speakers

Kelly Turner

Senior Content Strategist, AT&T

Turner has been managing content strategy issues at large corporations for over 10 years. At AT&T, he is responsible for providing content recommendations aimed at enhancing the customer experience and increasing customer satisfaction. He has been a guest speaker at the Digital Marketing... Read More →

Tuesday August 8, 2017 12:50pm - 1:50pm PDT
Tuscany Salon C

Breakout Session