2023 Program & Speaker Lineup

Saturday, August 5

TIME: 5 – 6:30 p.m.

LeadershipFPRA Class VII Graduation

LeadershipFPRA Class VII members will celebrate completion of their LeadershipFPRA experience with hors d’oeuvres, cocktails and a group photo. This event is by invitation only for class members and their guests.

Register

DRESS:
ROOM: Madison Room

Sunday, August 6

TIME: Noon – 5 p.m.

ROOM: Grand Ballroom Foyer

LeadershipFPRA Orientation for Class VIII

LeadershipFPRA Class VIII members will meet for the first time to learn about the opportunities and takeaways planned in the coming year. This interactive and engaging orientation will lay the foundation for the program while building camaraderie. Class members will learn about the sessions, speakers and field trips to come in their LeadershipFPRA experience.

FOUNDING SPONSORS: Roger & Shelley Pynn
Partnering Sponsors: UCF Nicholson School of Communication and Media

Learn More About LeadershipFPRA

DRESS: Business Casual
ROOM: Madison Room

TIME: 3:45 – 4:15 p.m.

This meeting is for outgoing 2022-2023 FPRA State officers.

DRESS: Business Casual
ROOM: Madison Room

TIME: 4:30 – 5 p.m.

This meeting is for incoming 2023-2024 FPRA State officers.

DRESS: Business Casual
ROOM: Madison Room

TIME: 6 – 8 p.m.

The President’s Welcome Reception

Welcome to FPRA’s 84th Annual Conference – Convergence: 360° of Public Relations! Join your colleagues as FPRA State President Jay Morgan-Schleuning, APR, CPRC, launches the conference with an evening of food, drinks and networking.

DRESS: Business Casual or Resort Casual
ROOM: Grand Ballroom Foyer

TIME: 8:30 – 10 p.m.

Spin Sucks Private Reception with Gini Dietrich

Private event for sponsors and ticket holders.

DRESS: Business Casual or Resort Casual
LOCATION: Sir Harry’s Lounge

Monday, August 7

TIME: 7 a.m. – 5 p.m.

ROOM: Grand Ballroom Foyer

TIME: 7:30 – 8:30 a.m.

Coffee

ROOM: Grand Ballroom Foyer

TIME: 7:40 – 8:25 a.m.

All past state presidents in attendance are invited to discuss matters concerning life members, the Florida Public Relations Education Foundation and the institutional history of the Association. This meeting is chaired by FPRA’s Immediate Past President, Devon Chestnut, APR, CPRC.

DRESS: Business Attire
ROOM: Church Room

Come together as VP of Annual Conference Heidi Otway, APR, CPRC, opens FPRA’s 84th Annual Conference – Convergence: 360° of Public Relations.

During this year’s Annual Business Meeting, conducted by FPRA State President Jay Morgan-Schleuning, APR, CPRC, the membership will vote on the presented slate of officers for the 2023-2024 year as well as other matters.

DRESS: Business Attire
ROOM: Central Park Ballroom

APR & CPRC Recognition

The annual business meeting will close with the recognition of newly Accredited and Certified members led by VP of Credentialing Amanda Handley, APR, CPRC.

DRESS: Business Attire
ROOM: Central Park Ballroom

Opening Session – Dillin Keynote – General Session I

Convergence 360: Integrating the PESO Model
Presented by Gini Dietrich, Founder and CEO of Arment Dietrich, Spin Sucks Pro and the Spin Sucks blog

The PESO™ Model is an integrated communications program that uses the four media types—paid, earned, owned, and shared—to produce the most effective campaigns that are nimble and measurable. In this Dillin Keynote, you’ll hear about it directly from the source, Gini Dietrich, the creator of the PESO Model.

You’ll learn:

• What the PESO Model is.
• How it works.
• How you can implement it immediately.

Sponsored by Florida Public Relations Association Education Foundation, SalterMitchell PR, Surgence Communications Strategies and KSC Inc.

DRESS: Business Attire
ROOM: Central Park Ballroom

Breakout Sessions

TIME: 10:25 – 11:25 a.m.

Breakout Session 1

Using Social Listening to Develop Your PR Strategy
Presented by Mark Rottensteiner, Accounts Director, The Agency at UF, University of Florida College of Journalism and Communications

With social media evolving as a powerful communications platform and a primary channel for our civic and commercial dialogue, social listening insights play a critical role in developing public relations strategy. This session will explore how The Agency at UF incorporates social listening into its work with national brands and will review the available tools for implementing social listening as part of your communications plan.

DRESS: Business Attire
ROOM: Grand Ballroom I

TIME: 10:25 – 11:25 a.m.

Breakout Session 2

Media Training the C-Suite
Presented by Joel Staley, Founder/CEO, JCS Communications, LLC

Expert media trainer Joel Staley teaches you how to help your senior executives become better spokespersons. From spotting the tell-tale signs that a spokesperson needs additional training to knowing the situations that require training for any spokesperson, including experienced ones, he’ll share his expert knowledge in this field.

You’ll learn:

• How to persuade reluctant senior leaders to receive media training.
• The elements that constitute an excellent media or presentation training.
• Teaching techniques that help senior leaders accept the counsel and coaching given during a media or presentation training.
• How to increase the quality of simulated media interviews with trainees.

DRESS: Business Attire
ROOM: Grand Ballroom I

Presidents’ Luncheon

Join us for a special luncheon in true FPRA style as we honor outstanding individuals and chapters, award the Dr. Bob Davis, APR, CPRC, Student Scholarship and announce the recipient of the Florida Public Relations Education Foundation’s scholarship, the Dr. Jay Rayburn, APR, CPRC, Student Scholarship endowed by Joe Curley, APR, CPRC. We will also bestow the coveted Chapter President of the Year and Chapter of the Year awards. This luncheon features the traditional presentation of the Dillin Dessert.

We’ll also present the Joe Curley Rising Leader Class and Rising Leader Award. The Joe Curley Rising Leader program is intended to identify and honor up-and-coming FPRA members who demonstrate emerging leadership traits along with active involvement in FPRA chapter activities, programs, functions and events.

Dillin Dessert sponsored by Publix Super Markets

DRESS: Business Attire
ROOM: Central Park Ballroom

TIME: 2 – 3 p.m.

Breakout Sessions

TIME: 2 – 3 p.m.

Breakout Session 3

10 Social Media Trends to Track Now
Presented by Arik Hanson, Principal, Arik Hanson Social Media

“What social media trends should I keep my eye on now?” It’s a question on all our minds, all the time. Join social media consultant, long-time blogger, podcaster, and professor, Arik Hanson as he shares 10 social media trends he believes will emerge—based on research, data and real-world examples. You will leave with fresh ideas and approaches to chew on that you can integrate into your social media plans immediately!

DRESS: Business Attire
ROOM: Grand Ballroom I

TIME: 2 – 3 p.m.

Breakout Session 4

PESO Model Master Class
Presented by Gini Dietrich, Founder and CEO of Arment Dietrich, Spin Sucks Pro and the Spin Sucks blog

Now that you have a macro understanding of the PESO Model™, join Gini Dietrich, its creator, during a masterclass to learn the ins and outs of the process. She’ll show you how to build your foundation using the four media types, where to start, metrics to track, how to report results, and more.

You’ll learn how:

• Owned media builds the brand and thought leadership.
• Earned media provides credibility.
• Shared media builds awareness.
• Paid media amplifies your efforts.

DRESS: Business Attire
ROOM: Grand Ballroom II

TIME: 3 – 4:15 p.m.

General Session II

AI, Ethics and Reputation: An Existential Challenge for PR
Presented by Martin Waxman, MCM, APR, President of Martin Waxman Communications and Instructor at LinkedIn Learning

Your role in PR or marketing is about to change dramatically as you welcome generative artificial intelligence to the team. AI will help you be more creative and remove some repetitive tasks, but it will also disrupt your workflow and require new skills. And it will become a key intermediary between organizations and the stakeholders you’re trying to reach. Martin Waxman will explore the ethical challenges around AI and PR, including data security, privacy, safety, bias, reputation and the all-important alignment question.

You’ll learn:

• The opportunities, risks and ethical issues you should consider.
• How AI will alter your organization’s culture and customer trust.
• What role can communications professionals play.
• A playbook of strategies and tips.

DRESS: Business Attire
ROOM: Central Park Ballroom

Tuesday, August 8

TIME: 7 a.m. – 5 p.m.

Registration Desk Open

ROOM: Grand Ballroom Foyer

TIME: 7:30 – 8:30 a.m.

Continental Breakfast

DRESS: Business Attire
ROOM: Grand Ballroom Foyer

TIME: 7:30 – 8:30 a.m.

Breakfast Club

Get your breakfast in the Grand Ballroom Foyer and bring it to Sir Harry’s Lounge to participate in a discussion with Martin Waxman and your peers on Artificial Intelligence. Space is limited, so this opportunity is first come, first accommodated.

DRESS: Business Attire
ROOM: Sir Harry’s Lounge

TIME: 8:50 – 10 a.m.

General Session III

The Art of Crisis Communication and Leadership
Presented by Melissa Agnes, Founder & CEO, Crisis Ready Institute

Amidst a shifting and complex world, the call for adaptive and strategic leadership to foresee as well as overcome challenges stands as an ever-present necessity. But what are the skills required today to lead through constant changes, challenges, and crises that emerge? Melissa Agnes, a world-renown crisis management expert, will explore the new rules of crisis management and share the pillars required to ensure leader-readiness to succeed no matter what.

You’ll learn:

• The new rules of crisis communication
• How to lead with reassurance, hope and courage when it matters most
• How to get ahead of rising emotions to quickly de-escalate a situation while strengthening trust and brand equity
• How to avoid suffering a “Crisis Response Penalty” (CRP)

DRESS: Business Attire
ROOM: Central Park Ballroom

TIME: 10:15 – 11:15 a.m.

Breakout Sessions

TIME: 10:15 – 11:15 a.m.

CN Breakout 1

Leadership + Communications = Crisis Ready
Presented by Melissa Agnes, Founder & CEO, Crisis Ready Institute
Facilitated by CN Chair Julie Frey, APR, CPRC, Director, Office of Careers and Corporate Partnerships, University of Florida

With business risks continuing to increase and come from every angle, how do you lead your team to ensure they are crisis ready and your organization is prepared for anything? Join this discussion on how effective leadership and communication add up to crisis readiness.

DRESS: Business Attire
ROOM: Vassey Room

TIME: 10:15 – 11:15 a.m.

Breakout Session 5

How Brand Campaigns Can Authentically Reach and Support Diverse Audiences
Presented by Jarryd Boyd, Director of Brand Communications, Hinge, and Life Coach

As companies build loyalty with their customers, it’s critical to develop activations that spotlight the experiences of unique audiences. The public relations team can lead the way in ensuring that their brand is responsibly and genuinely reaching a community. Jarryd Boyd will discuss best practices to keep in mind along the way.

You’ll learn how to:

• Ground campaign concepts in compelling insights that highlight issues and opportunities for a community.
• Identify the right partners to collaborate with in developing an initiative.
• Develop a captivating external narrative that closely ties the campaign to your organization’s mission.

DRESS: Business Attire
ROOM: Grand Ballroom I

TIME: 10:15 – 11:15 a.m.

Breakout Session 6

Audio / Sonic Branding is Pitch Perfect for PR
Presented by Elliott McLaughlin, Key Account Director / Team Lead, PHMG and Elise Ramer, APR, CPRC, Vice President of Corporate Communications and Public Relations, Premier Sotheby’s International Realty

Bahh bummm! You know it, Netflix’s iconic sonic brand. But have you ever thought about how audio can craft a more succinct and lasting communications message? Follow along with PHMG, a global audio branding agency, as they champion case studies with fellow FPRA member businesses like Premier Sotheby’s International Realty and Waste Pro to reveal their positive ROI with audio rebranding campaigns.

You’ll learn:

• What is audio branding and why it works.
• How an iconic audio brand can help differentiate organizations, businesses and brands in a crowded field or industry.
• How you can use audio branding in everyday communications and public relations programs.
• How to explain audio branding’s ROI to leadership.

DRESS: Business Attire
ROOM: Grand Ballroom II

TIME: 11:30 a.m. – 12:40 p.m.

General Session IV – Boxed Lunch

The Art of Storytelling
Presented by Justin Sikora, Senior Vice President of Communications, Darden Restaurants

As a PR professional, you probably tell stories every day, but are you considering the right questions when crafting them? Darden Restaurants’ Justin Sikora will share how to create and tell stories effectively to both internal and external audiences along with key learnings from his career telling stories for various brands, including Darden, Time Warner (DC Entertainment) and Unilever’s AXE and Dove brands.

You’ll learn:

• What makes a memorable story.
• How a great story can be told with clarity to various audiences.
• What level of creativity helps or hinders an important message.

DRESS: Business Attire
ROOM: Central Park Ballroom

TIME: 12:45 – 1:30 p.m.

Chocolate Break and More!

Enjoy coffee, chocolate and other treats along with a book signing with Melissa Agnes, the opportunity to visit our sponsors, shop the FPRA Store, take a selfie at the FPRA photo booth, get a chair massage and more!

DRESS: Business Attire
ROOM: Grand Ballroom Foyer

TIME: 1:45 – 4 p.m.

Breakout Sessions

TIME: 1:45 – 2:45 p.m.

CN Breakout 2

AI Tools and Skills: A Hands-on Workshop for PR Pros
Presented by Martin Waxman , MCM, APR, President of Martin Waxman Communications and Instructor at LinkedIn Learning
Facilitated by CN Chair Julie Frey, APR, CPRC, Director, Office of Careers and Corporate Partnerships, University of Florida

Fast and furious. That’s what the current influx of generative AI tools feels like. In fact, the pace of change is so rapid, it’s difficult to keep up. In this interactive session, Martin Waxman will review and demo some of the tools available for PR and marketing pros and share strategies on how to integrate them in a safe and productive way.

You’ll learn:

• How to find, assess and select the tools that will help you achieve your business goals.
• How to integrate them into your workflow so they’re helpful and not a hindrance to your team
• What new skills, training and protocols will you need to put in place.

DRESS: Business Attire
ROOM: Vassey Room

TIME: 1:45 – 2:45 p.m.

Breakout Session 7

Lessons from the Top PR Stories in 2023
Presented by Joe and Chad McLeod

What do TikTok, Silicon Valley Bank and Ticketmaster have in common? They have all faced challenges and public scrutiny that would challenge even the best of PR pros. Brothers and podcasters Joe and Chad McLeod will walk through some of the top PR stories of the year, examining how companies responded to crises and, at times, unexpected fallout from their own marketing campaigns.

You’ll learn:

• The key lessons and principles that stood out the most.
• Takeaways to help PR pros at every level.

DRESS: Business Attire
ROOM: Grand Ballroom I

TIME: 1:45 – 2:45 p.m.

Breakout Session 8

How “Unbelievably Real” Became a Reality
Presented by Denise Spiegel, Vice President of Communications, Visit Orlando and Laureen Martinez, Vice President of Marketing & Communications, Orlando Economic Partnership

What is Orlando’s story all about? What makes Orlando attractive to people who want to work, live and do business in our region? Recently, Visit Orlando and Orlando Economic Partnership launched the new “Unbelievably Real” brand platform which is the product of a first-of-its-kind partnership between the two organizations. The Unbelievably Real global brand successfully highlights the region in a new way that tells a complete Orlando story.

You’ll learn:

• How this campaign became a reality.
• How to tell a story that speaks to all audiences.
• Key factors that led to success in launching this campaign.

DRESS: Business Attire
ROOM: Grand Ballroom II

TIME: 3 – 4 p.m.

Breakout Session 9

Ethics: PR’s Role as the Corporate Conscience
Presented by Patricia Whalen, Ph.D., Consultant and Adjunct Professor, Florida International University

Dr. Patricia Whalen will review key ethical concepts that should drive ethical behavior in the workplace. Using current examples from today’s headlines, she makes the case that poor ethical decision-making drives most of today’s PR crises and demonstrates how, using the concept of Enlightened Self-Interest, Public Relations practitioners can guide an organization to do the right thing. A hands-on case analysis puts the session’s ethics tips into practice.

You’ll learn:

• A framework for professional ethics and decision-making in public relations.
• Contemporary examples of ethics gone wrong and the consequences.
• How to reflect on personal and professional conduct and identify value systems based on sound philosophical principles and professional codes of ethics.

DRESS: Business Attire
ROOM: Madison Room

TIME: 3 – 4 p.m.

Breakout Session 10

How to Optimize and Promote your Languishing Podcast
Presented by Arik Hanson, Principal, Arik Hanson Social Media

You’ve done the hard work—you convinced your client or company to start a podcast. But now the even tougher part looms—optimizing and promoting your podcast so it’s successful! In this breakout session, Arik Hanson, long-time podcaster and independent social media consultant, will share his best tips and best practices for not only how to optimize your pod, but how to promote it so you start to see those subscriber counts jump!

DRESS: Business Attire
ROOM: Vassey Room

TIME: 6 – 7 p.m.

Reception of the Presidents

Join us for a champagne toast and chapter photos preceding the 66th Annual Golden Image Awards.

DRESS: Black Tie Optional/Modern Formal
ROOM: Central Park Ballroom Foyer

TIME: 7 – 10 p.m.

Golden Image Awards Gala

During this evening of sparkling elegance, PR professionals throughout the state will be recognized for great work and contributions to the Association and the profession. For FPRA’s 66th Golden Image Awards, this year’s theme is One Small Spark: Celebrating Imagination and Innovation in Public Relations.

Founded by FPRA, the Golden Image Awards have been a standard of public relations excellence recognizing outstanding public relations programs in Florida.

DRESS: Black Tie Optional/Modern Formal
ROOM: Central Park Ballroom

Wednesday, August 9

TIME: 8 a.m. – 11 p.m.

Registration Desk Open

ROOM: Grand Ballroom Foyer

TIME: 8 – 9 a.m.

CN Annual Meeting

Join your CN colleagues for the Counselors’ Network annual meeting. During this meeting, members will review and discuss new and old business and will elect officers for CN’s leadership for the 2023 – 2024 FPRA year. Full breakfast provided.

DRESS: Business Casual
ROOM: Vassey Room

TIME: 8 a.m. – 2 p.m.

Student Field Trip: Tour of United Launch Alliance, Cape Canaveral Space Force Station, Florida

Student attendees will experience a behind-the-scenes tour of United Launch Alliance (ULA) facilities at Cape Canaveral Space Force Station. This special tour will include seeing rocket hardware and Space Launch Complex-41. This is an active launch pad for Atlas V rockets, and it will soon launch ULA’s next-generation Vulcan rocket. Students will also hear from the Strategic Communications team. Please note that due to International Traffic in Arms Regulations (ITAR), attendees must be U.S. citizens to participate. Pants, flat closed-toe shoes and covered shoulders are required.

Pre-registration is required. Tour will begin at ULA at 9:30 a.m. Transportation from the hotel may be provided, depending on interest.

DRESS: Operational: Pants, flat closed-toe shoes and covered shoulders are required.

TIME: 9 – 10 a.m.

Breakfast Club – Roundtables

Enjoy another session of breakfast and discussion with your peers. Today’s topics: Social Media, Crisis Communications, Social Listening, Ethics

DRESS: Business Casual
ROOM: Central Park Ballroom

TIME: 10:15 – 11:15 a.m.

Closing Session – General Session V

The Trust Barometer
Presented by Radina Russell, U.S. Corporate Practice Chair & General Manager, Atlanta Southeast Market, Edelman

Edelman has studied trust for more than 20 years and asserts that it is the ultimate currency in the relationship that all institutions — business, governments, NGOs and media — build with their stakeholders. Radina Russell, Edelman’s U.S. Corporate Affairs Chair, will provide an overview of the 2023 Edelman Trust Barometer, the company’s 23rd annual trust and credibility survey, with specific callouts on the Health and Financial Services sectors, as well as findings from the new Business and Racial Justice in America report. The conversation will address what this means for communicators and what can you do in your organizations (government, business, nonprofit or communications agency) to gain Trust.

DRESS: Business Casual
ROOM: Central Park Ballroom

TIME: 11:15 – 11:30 a.m.

Drawing for the Adrienne Moore, APR, CPRC Conference Scholarship

We’ll close the 84th FPRA Annual Conference with the awarding of the second Adrienne Moore, APR, CPRC, Conference Scholarship. Conference attendees must be present to win. The winner of this scholarship will receive a fully paid registration for the 85th FPRA Annual Conference to be held August 4-7, 2024 at the Grand Hyatt Tampa Bay.

DRESS: Business Casual
ROOM: Central Park Ballroom