tcc_cityscape_1920_a1d7a706-3a75-4913-b4c8-05d2414b36ecThe 2017 CN Winter Symposium will take place January 12-14 in Tampa Bay. Download a brochure to learn more. 

Attendees will hear from top-level executives and take part in networking activities. They’ll also attend a very special Tampa Bay Lightning game on the night when the team will retire a jersey — Martin St. Louis’ no. 26 — for the first time in its history. To guarantee your hockey tickets, registrants need to RSVP to the State Office by 2 p.m. on Friday, Dec. 16.

Register now using the FPRA Store. You can also download a registration form and return it to us via email.

The event will take place at the Tampa Marriott Westshore. Book your room now to receive a discounted rate of $148/night.

We’ll continue to add to the agenda as the symposium approaches:

Thursday, January 12

5:30 p.m. to 7:00 p.m.

Reception at the Marriott Westshore (CN ONLY)

Friday, January 13

8:30 a.m. to 9:00 a.m.

Continental Breakfast (CN ONLY)

9:00 a.m. to 11:30 a.m.

Session #1: Dr. Colby Jubenville (CN ONLY)

Personal Relationship and Personal Branding: Let’s get personal.  

In business, it’s not just about relationships, it’s about personal relationships.  But, the question remains, how do you build relationships that are, in fact, personal?  It starts with being intentional about your approach, understanding key concepts that help build that approach and building a personal brand that others recognize.  This session will start with the 10 most important concepts to understand when building personal relationships. Then it’s on to not just branding, but personal branding.  If a  brand is a promise wrapped in an experience, a personal brand is your promise wrapped in how you develop and deliver your meaning, make up and message. The bottom line is if you want a better outcome, you must have a better conversation with yourself (mindset), your team (strategy) and the marketplace (execution).  Get ready to cover all three!e6ab55bb-bda0-426a-85f1-36c62651ebf8-large

All CN participants will receive a signed copy of Dr. Jubenville’s newest book, Me: How to Sell Who You Are, What You Do & Why You Matter to the World.

11:30 a.m. to 12:30 p.m.

Lunch at the Marriott Westshore (CN ONLY)

12:45 p.m. to 2:30 p.m.

Session #2: Katie Paine (CN ONLY)

Happily Ever After or Forever Mad?: The Coming Integration of Communications and Marketing

A recent Conference Board study of organizations that have integrated communications into the marketing functions revealed a host of benefits and very little downsides.  The year-long project included interviews with Southwest Airlines, MasterCard, Coca-Cola Asia Pacific, SAP, Cisco, Target, HP, and others. There are five very compelling reasons for this coming integration:

  1. It puts your stakeholders first.
  2. It puts everyone in corporate communications on the same page in terms of over-arching goals.
  3. Measurement of success is unified and consistent.
  4. It provides consistency no matter who’s in charge.
  5. It improves internal communications and teamwork.
  6. It collapses silos.

For the past three years, Katie Delahaye Paine (aka The Measurement Queen) has been working with organizations who have adopted this approach. To manage the process they have developed integrated measurement systems that increase efficiency and clearly demonstrate contribution to the bottom line. She will share her expertise and show you how to navigate and measure this brave new integrated world.

2:45 p.m. to 5:00 p.m.

Session #3: Kelly Turner, AT&T Content Strategist

More than just the words: Creating digital content in a megacorporation

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, a content strategist at AT&T, will give a peek 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.

5:30 p.m. to 10:30 p.m.

Tampa Bay Lightning vs. Columbus Blue Jackets at Amelie Arena (Dinner Included)

Saturday, January 14

8:30 a.m. to 9:00 a.m.

Full Breakfast

9:00 a.m. to 11:30 a.m.

Session #4: Dr. Brigitta R. Bruner, Auburn University School of Communication and Journalism

The Moral Compass of Public Relations
The civic and moral responsibilities of public relations are hotly contested topics. While many researchers call for focusing on ethics in public relations, they concentrate on ethics in relation to how people do their jobs. In actuality, emphasis should move beyond professional codes of ethics to include general morality and citizenship. Currently, as the profession receives greater scrutiny, it is important to be aware of the value of public relations in the community. This session centers on four areas of public relations’ conscience in order to examine its role in morality and citizenship: civic professionalism, corporate social responsibility, ethics, and public communication. This approach will help to answer the question of what is public relations’ responsibility to the public good.

11:30 a.m. to 12:30 a.m.

Lunch at the Marriott Westshore (LEADERSHIP FPRA ONLY)

12:45 p.m. to 2:30 p.m.

Session #5: Donald P. Addison II, USF College of Business (LEADERSHIP FPRA ONLY)

Negotiating Agreement and Resolving Conflict: Capabilities for a Dynamic Marketplace
Dr. Donald P. Addison II, as both an adjunct professor at the University of South Florida and a change management executive for a global financial institution, helps professionals successfully navigate today’s dynamic marketplace by teaching strategies to manage change, negotiate agreement and minimize conflict.  Don will share insights on a variety of topics including addressing conflict between leadership and staff, dealing with difficult personalities during a negotiation and increasing understanding and improving communication in one-on-one interactions.

PLEASE NOTE: For the first time, this event will include components for both CN members and LeadershipFPRA participants. Sessions are open to both CN members and LeadershipFPRA participants unless otherwise noted. CN members who are also participating in LeadershipFPRA may attend all sessions.

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