We can’t wait to welcome you to the 80th Annual FPRA Conference, which will be held at the Sawgrass Marriott Resort & Spa in Jacksonville from August 5-8, 2018. We have a great speaker lineup, as well as tons of fun activities on the agenda. Take a look at our Schedule at-a-glance for an idea of what to expect. We’ll continue to update it as we add speakers!
Saturday, August 4
5 – 6:30 p.m.
LeadershipFPRA Graduation for 2017- 2018 Class
The culmination of the 2017-2018 LeadershipFPRA program will be held during a semi-formal, invitation-only graduation reception complete with champagne and hors d’oeuvres. Graduates will celebrate the completion of their year of professional development, which included diverse experiences in sessions throughout Florida. This event is intended to honor the growth of LeadershipFPRA Class II graduates, as both a group and as individual public relations leaders.
Presenting Sponsor: The Florida High Tech Corridor
LeadershipFPRA’s Official Resource for Leadership Development: The Maue Center
Sunday, August 5
9:05 a.m. – 1 p.m.
FPRA Annual Golf Outing
Attendees and their guests can join in an 18-hole round of golf with tee times beginning at 9:05 a.m. Designed by renowned golf course architect Pete Dye, Dye’s Valley Course at TPC Sawgrass is the sister track to The Players Stadium Course. Opened in 1987, Dye’s Valley Course has hosted the Web.com Tour Championship (2013-2015) and the Winn-Dixie Jacksonville Open (2010-2012). Boasting perfectly manicured surfaces and water on every hole, Dye’s Valley was ranked No. 21 in Golfweek’s 2017-18 rankings of “Best Courses You Can Play” in Florida. Register now for this year’s golf outing, space is limited.
Noon – 5 p.m.
Registration Desk Open
The registration desk is your information center for all things concerning FPRA and its 80th Annual Conference.
12 – 3 p.m.
LeadershipFPRA Orientation for 2018-2019 Class
Participants selected for LeadershipFPRA Class III will meet for the first time to learn about the opportunities and take-aways in store for them in the coming year. The foundation for building camaraderie begins at this interactive and engaging orientation, and class members will walk away enthused about the future sessions, speakers and field trips available only through LeadershipFPRA. Apply for Class III now.
Presenting Sponsor: The Florida High Tech Corridor
LeadershipFPRA’s Official Resource for Leadership Development: The Maue Center
1:00 – 4:45 p.m
Student Field Trip
FPRA is granting a limited number of student members a “Golden Ticket” to enjoy a behind-the-scenes tour of Sweet Pete’s, meet Pete himself and learn how the media exposure from The Profit catapulted this whimsical local candy shop into an international sensation. Registration is now open, space is limited.
2:00 – 2:45 p.m.
The Value of Earning Accreditation
APR is considered the mark of distinction for those who demonstrate commitment to the profession and its ethical practice. Currently there are more than 5,000 public relations professionals worldwide who have earned this voluntary credential. Find out how you can join them. Leading this session will be VP of Accreditation and Certification Ginger Broslat, APR, CPRC.
2:45 – 3:30 p.m.
The Value of Earning Certification
Join VP of Accreditation and Certification Ginger Broslat, APR, CPRC, as she leads you through an informative session that will help you prepare to take the CPRC exam. To sit for the exam, you must have earned your APR designation and have at least 10 years of public relations experience.
3:15 – 4:15 p.m.
Chapter Leadership Forum
Incoming chapter leaders are invited to this pre-conference forum to get leadership tips, ask questions and learn about resources available to help you lead your chapter to a successful year. Incoming chapter presidents and presidents-elect are strongly encouraged to attend. Other incoming chapter board members are also welcome.
3:45 – 4:15 p.m.
Outgoing Executive Committee Meeting
This meeting is for outgoing 2017-2018 FPRA State Officers.
4:30 – 5:00 p.m.
Incoming Executive Committee Meeting
This meeting is for incoming 2018-2019 FPRA State Officers.
6:00 – 9:30 p.m.
President’s Welcome Reception
Welcome to Ponte Vedra Beach! Join FPRA State President Ryan Gerds, APR, CPRC, as he kicks off the 80th Annual Conference and enjoy an evening of food, drinks and fun!
Monday, August 6
7 a.m. – 5 p.m.
Registration Desk Open
7:30 – 9 a.m.
7:40 – 8:25 a.m.
Past Presidents’ Council Meeting
All past state presidents in attendance at this year’s conference are invited to this meeting. The purpose is 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 Terri Behling, APR, CPRC.
8:30 – 8:45 a.m.
Welcome and Annual Meeting
Join us as our VP of Annual Conference Nicole Stacey opens FPRA’s 80th Annual Conference – 80 Years of Innovation, Influence and Impact.
Conducting the official business of the Association will be FPRA State President Ryan Gerds, APR, CPRC. During this year’s annual business meeting, the membership will vote on the presented slate of officers for the 2018-2019 year.
8:45 – 9 a.m.
The annual business meeting will close with the recognition of newly accredited and certified members led by VP of Accreditation and Certification Ginger Broslat, APR, CPRC.
9 – 10 a.m.
Detour: When Life Doesn’t Go According to Plan
Sometimes “Easy Street” is closed. Courtney Clark will share proven techniques on how to manage life’s detours with humor, resilience and tenacity. Courtney has spoken worldwide to organizations like Proctor & Gamble, Dell, S&P, Humana, Cisco and Cardinal Health. Led by: Courtney Clark, Author and Entrepreneur
10:25 – 11:25 a.m.
How Public Relations Pros Influence the Influencer
Digital platforms, including blogs and social media, are becoming the key source for both entertainment and information for most consumers. It’s no longer enough to work exclusively with traditional media. Public relations professionals must understand the best ways to share their stories with key influencers on new digital platforms. Digital influencers not only have wide reaches, but also loyal fan bases which can lead to conversions. During this session, Brianna Barnebee will share actionable steps on how to build relationships with influencers and provide unforgettable and authentic experiences that will influence the influencers to become ambassadors for your brand. Led by: Brianna Barnebee, Account Executive, VISIT FLORIDA
How a TV Reporter Turned PIO Kept Her Community Informed with Information and Humor
Last September, Hurricane Irma wreaked havoc throughout the state of Florida. While most people evacuated or hunkered down in their homes, a select few went towards the storm and stayed in its path. Law enforcement personnel and emergency medical services worked tirelessly to protect their communities during Irma … but who tells their story? As the sole Public Information Officer for the Sarasota Police Department since 2013, Genevieve Judge is on-call 24/7. During this presentation, Genevieve will highlight what it’s like to be a one-woman communications shop that’s responsible for humanizing the incredible men and women behind the badge of the Sarasota PD. She’ll also discuss the value of social media and how she landed 20,000 new followers overnight thanks to the help of her fellow PIO, Ben Tobias of the Gainesville PD. Led by: Genevieve Judge, Public Information Officer, Sarasota Police Department
Measuring Internal Communication Effectively
For too long, the focus for internal communications has been building and measuring employee engagement. How “engaged” are our employees in our organization and in what they do? But what does “engagement” really mean and how do you raise a low score or increase an already high one? In this session, we’ll examine 22 proposed standards for internal communication measurement that go deeper than mere engagement, and explore how to measure in ways that drive effective strategy. Led by: Michele Ewing, Associate Professor, Kent State University
Designing Your Unique Leadership Path
Talented PR and communications professionals have many gifts and talents, and as a result, are pulled in many directions. Most likely there are aspects of your life and work that you love and that suit you; others, not so much. In our fast-paced lives, it is often difficult to find time to think about the bigger questions – What do I love about my work? What do I want to stop doing? Start doing? Am I in a position of enough influence? If not, how do I get there? What strengths do I have that will help me get to the next level? This workshop will be an opportunity to contemplate the type of leader you aspire to be, through enriching and expanding your current role, or moving toward the next step in your legacy. We’ll help you clarify a customized leadership plan that aligns with your personal mission and identify techniques that fuel your leadership energy as you live out your unique mission. Come and take time for yourself to contemplate how best to bring out your “inner leader!” Led by: Carolyn Maue, President, The Maue Center and Carol Bennett, Executive Coach, The Maue Center
11:45 – 1:30 p.m.
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 bestow the coveted Chapter President of the Year and Chapter of the Year awards. This luncheon features the traditional presentation of the famous Dillin Dessert.
At this luncheon, we’ll also present the Joe Curley Rising Leader Award, which is intended to identify and honor up-and-coming individual FPRA members that demonstrate emerging leadership traits along with dedicated active involvement in FPRA Chapter activities, programs, functions and events.
1:45 – 2:45 p.m.
Becoming the Jumbo Shrimp: The Birth and Growing Success of Crustacean Nation
After more than 30 years of playing baseball as the Suns, Jacksonville’s Double-A affiliate of the Miami Marlins abruptly became the Jacksonville Jumbo Shrimp in the fall of 2016. Hear about the planning and execution of this change, and the challenges and successes that occurred as a result of the change. Led by: Noel Blaha, Assistant General Manager, Jacksonville Jumbo Shrimp
The PR Manager as Coach: Ensuring Your Spokespeople Deliver Outstanding Media Interviews
Booking your spokespeople is just the beginning. Coaching them through the preparation, rehearsal, performance and debrief stages is critical to their long-term success. While great spokespeople may, indeed, have natural aptitude, it is also true that media interviewing skills can be learned. So, how do you become the kind of media coach that spokespeople value and want to work with because they know that you will help optimize their chances for success? In this session, Joan will identify and illustrate the skills necessary to support them through the preparation, rehearsal and performance phases of media interactions. Led by: Joan Lowery, Founder, Lowery Communications
How to Create Compelling Facebook and Instagram Campaigns that Break through the News Feed
Facebook is the largest social media platform and Instagram is the fastest growing social media platform on the planet! If your brand is not utilizing social media to get in front of its hundreds of millions of users, then you’re leaving money on the table, slowing the growth of your company and, let’s face it, wasting your time. It’s time to get your company out there and reach your target audience. In this session, Sherry Greenberg will share her proprietary content optimization methods that guarantee reach, visibility and growth. Attendees can expect to get a “behind-the-scenes” look at how to build an authentic voice on Facebook and Instagram, how to grow your following and how to turn those followers into loyal customers. Led by: Sherry Greenberg, Founder, Digital. Mobile. Social.
Podcasts as a PR Tool (and How to Set One Up)
Content marketing is on the rise and companies need to explore different channels for the creation and distribution of their branded content. With a focus on creating meaningful communication, many brands are questioning whether they should invest in the development and distribution of their own podcasts, as a part of a growing content landscape. After launching Women Worldwide in 2014, and reaching one million downloads in 2016, Deirdre Breakenridge has applied proven strategies and tactics for podcasting success. In this session, attendees will learn how to research the podcasting landscape for storytelling opportunities, how to engage audiences effectively, and how to identify the best tools, tips and techniques for a branded podcast. Deirdre will also discuss how to analyze podcast metrics and measure show success, from brand awareness and consumer downloads to new business relationships and sponsorship programs. This session will be moderated by Joe McLeod, managing partner of McLeod Communications and president-elect of FPRA’s Dick Pope/Polk County Chapter. Joe is co-host of the podcast, PR & Politics. Led by: Deirdre Breakenridge, CEO, Pure Performance Communications
3 – 4 p.m.
The Harlem Globetrotters: 92 Years of Brand Leadership in a Global Marketplace
The Harlem Globetrotters are one of the most popular sport and entertainment organizations in the world and they’ve been spreading joy for 92 years. Hear from the team’s president Howard Smith how this legendary basketball team, founded in 1926, has maintained its leadership position while advancing “Sportsmanship, Service and Smiles” in over 122 countries around the globe. Their unique story is as interesting and compelling as the game they play on the court. Attendees can expect to get a “behind-the-scenes” review of the PR strategies and tactics used by this international phenomenon that ensures the organization stays relevant to today’s mainstream media and the ever-changing social media landscape, while also transcending global language barriers and cultural challenges. Led by: Howard Smith, Team President, Harlem Globetrotters
4:15 – 4:45 p.m.
State Board Meeting
This is the final board meeting for FPRA’s 2017-2018 Board of Directors.
5:05 – 5:35 p.m.
Foundation Board Meeting
This meeting is for the Board of Directors of the Florida Public Relations Education Foundation.
6:00 – 8:00 p.m.
Night at the Museum
In honor of FPRA’s 80th anniversary, we’ll celebrate our Association’s rich history at our traveling museum exhibit. Join us for a cocktail and hors d’oeuvres at a fun, themed reception. Dress in clothes from your favorite decade and network with your colleagues over food and drinks.
Interested in being featured in the FPRA Museum? Submit your FPRA story today!
Tuesday, August 7
7 a.m. – 5 p.m.
Registration Desk Open
7:30 – 9 a.m.
8:50 – 10 a.m.
The New Science of Online Brand Reputation
The role of PR and marketing professionals has transformed over the past decade. Advancements in digital technology are the reason. In this always-on, instantly connected world, consumer expectations are on the uptick. Brand reputations can also rise—and fall—fast. For communicators, being able to keep up and even a bit ahead has never been more challenging, or more necessary. The good news is that there is a new avenue to online brand reputation answers: the data and insights available from digital advertising activities. Megan Harris is a digital native and Millennial leader who helps companies build their brands and maintain their reputations online. In this session, she will empower attendees to apply data and insights so that the can act with informed empathy, providing their audiences with the information they want, when they want it, in the format and channel that works best for them. It’s the new science of online brand reputation that will produce the loyal customers and brand advocates. Led by: Megan Harris, Managing Director, SYZYGY
10:15 – 11:15 a.m.
The Evolution of Influencer Dinners for a National Brand
Liz Anderson will give us a peek behind the curtain of the Firehouse Subs private, national VIP media experience. As a leader in the fast-casual restaurant industry, Firehouse Subs adopted the not-so-familiar Familiarization Tour model to elevate the traditional blogger experience. With more than 273 million impressions and $1.7 million in advertising equivalency from just two FAM events, Liz is excited to share best practices of how a single media event propelled the brand into unprecedented PR successes. Led by: Liz Anderson, Senior Public Relations Manager, Firehouse of America, LLC
An SEO Guide to Delivering Value, Traffic and Increasing Brand Awareness
PR and SEO are no longer two different entities—they go together. Whether you want your website to rank high on the SERPs or gain attention through PR campaigns, integrating SEO into your PR strategies will help you increase website traffic and improve brand awareness. By having a better understanding of SEO, PR professionals can develop stronger PR strategies and ensure better results for their clients. In this session, Pratik Dholakiya will walk attendees through how they can proactively integrate SEO into their PR strategies, and how they can deliver value, traffic, and brand awareness to their company or clients. Led by: Pratik Dholakiya, Founder, The 20 Media
Creativity Hacks from an Entreplayneur
Join author, game designer and filmmaker, Tim Walsh of The Playmakers, as he shares five ways to hack the creativity curve. Tim moves successfully across multiple creative fields, while connecting people in playful and powerful ways. He will share ideas from Right Brain Red, the book he wrote with Reyn Guyer (one of the most creative professionals of our time), and other creativity hacks from his own research on the brain and optimizing creative performance. This presentation promises to inspire anyone wanting to boost creative output. Led by: Tim Walsh, Fearless Leader, The Playmakers
11:30 – 12:40 p.m.
Rebuilding Your Reputation: From White Collar Crime to Industry Thought Leader
Join industry thought leader Deirdre Breakenridge as she leads this year’s Fireside Chat in an interview-based conversation with her client, Richard Bistrong, an international sales executive in the defense industry who pleaded guilty to conspiracy to pay bribes, illegally exporting goods without authorization, and falsifying books and records. We’ll hear how Richard went from prison, to blogger, to global consultant, thanks largely to PR. This is the story of two people who connected under unique conditions and formed an early partnership that’s taught them both about the value of a strong communications plan in this complicated world. Led by: Richard Bistrong, CEO, Front-Line Anti-Bribery LLC and Deirdre Breakenridge, CEO, Pure Performance Communications
This session is sponsored by Firehouse Subs.
12:45 – 1:15 p.m.
Attendees will have the opportunity to purchase Deirdre Breakenridge’s book, Answers for Modern Communicators: A Guide to Effective Business Communication.
12:45 – 1:15 p.m.
1:20 – 2:20 p.m.
Dare to be Different! Three Keys for Goal-Setting Success
Research shows that only 4 percent of people meet their goals each year. Part of the issue may be that using an old, traditional approach to goal-setting often leads to mounting frustration and undue stress. In this interactive, high-energy session, Jan Spence will provide participants with a fresh, innovative perspective on how to develop a game plan and maintain momentum to achieve their goals and objectives. Attendees will learn to implement her easy step-by-step process right away and share these techniques with others to promote further success. Participants will learn new ways to empower themselves and others to get rid of unnecessary roadblocks, focus on what makes them successful and then capitalize on these new methods. Based on Jan’s extensive experience helping organizations, associations and individuals explore their full potential, she will expose attendees to a different approach to goal-achieving. Led by: Jan Spence, CEO, Jan Spence & Associates
2:30 – 3:30 p.m.
How Does Your Garden Grow? With Research and Planning, There Is Success to Sow
Lynnette Werning, APR, and Mischa Kirby, APR, will discuss how a little planning went a long way in earning international and national media coverage for a small, but influential botanical garden. They’ll share how their strategic communications plan played an integral role in promoting the garden’s internationally-acclaimed exhibition, Warhol: Flowers in the Factory. They’ll also demonstrate how effective, advanced media relations planning garnered great results and even informed how the exhibition developed. Finally, Lynette and Mischa will talk about their big wins (London Times!), big challenges (editor fatigue) and how being prepared opened doors for big opportunities. Led by: Lynette Werning, APR, President, BlueWater Communications and Mischa Kirby, APR, Director of Communications and Marketing, Marie Selby Botanical Gardens
Keeping Up in the Ever-Changing World of College Football
The business landscape is constantly shifting. Do you want to fall behind or get ahead? College football fans know that the game has changed a lot in the last 10 years. In this session, Brett Dulaney will discuss where college football is heading and how he plans to stay on top of it from a marketing and public relations perspective. Led by: Brett Dulaney, Executive Director, Bad Boy Motors Gasparilla Bowl
Why PR Practitioners Should Embrace PESO
Want to implement a powerful campaign that reaches your target audiences wherever they are? Learn how to take an integrated approach with paid, earned, shared and owned (PESO) methods to distribute content in today’s increasingly interconnected environment. Get a better understanding of how the PESO model works, the ideal audiences to engage with this strategy, and how it can help you build results-driven campaigns. Led by Heidi Otway, APR, CPRC, President, SalterMitchell PR
How to Write an Awesome Video Script
More than 500 million people watch videos on Facebook every day, according to Forbes, and that’s just one of many ways that consumers are accessing video content. Make sure your videos stand out from the crowd by starting with great scripts. No matter how strong your visuals, it’s the script that drives your story. From the initial outline to the finished product, this session will take you through the steps you should follow every time you create a video for your client or organization. Lon Winter will discuss the importance of crafting a compelling narrative arc, as well as the difference between writing for video and writing for print, in this can’t-miss session for today’s PR practitioners. Led by Lon Winter, Owner, Mirage Creates
6 – 7 p.m.
Reception of the Presidents
Join fellow conference attendees for an elegant Champagne toast and reception with our Association’s current and former state presidents. Arrive early for pictures. Chapter group photos will be taken from 6-6:45 p.m.
The Reception of the Presidents is sponsored by Continental Wholesale Diamonds.
7 -10 p.m.
Golden Image Awards Banquet
Join us for the 61st Annual Golden Image Awards. Founded by FPRA, the Golden Image Awards have become a standard of public relations excellence recognize outstanding public relations programs in Florida. This year’s theme is “Let the Golden Times Roll.”
The 61st Golden Image Awards is sponsored by Continental Wholesale Diamonds.
Wednesday, August 8
8 a.m. – 11 a.m.
Registration Desk Open
8 – 9:15 a.m.
CN Annual Business Meeting
Join your CN colleagues for the Counselors’ Network annual business meeting. During this meeting, members will review and discuss new and old business, and will elect officers for CN’s leadership for the 2018-2019 FPRA year. A full breakfast will be provided.
9:00 – 10:30 a.m.
Breakfast and Closing Session
Don’t be late for breakfast! Join us in the ballroom for a full, plated breakfast. Wake up with a hot coffee, fresh juices, great food and terrific company. While eating breakfast, attendees will be able to view a fun and entertaining video, created by Digital Fury, recapping FPRA’s 80th Annual Conference. When 9:30 a.m. roll around, you’ll be wide awake and ready to hear from our closing speaker, Carrie Kurlander.
Knowing Why You Are in Business and Why That Matters to Your Comms Team
Do you know why you’re in business? Chick-fil-A has grown from a small diner in South Atlanta to a nearly $10 billion business, serving customers at over 2,200 restaurants in 47 states. In 2018, the Harris Poll’s Reputation Quotient Survey ranked Chick-fil-A among the top five brands as measured in six categories: social responsibility, vision and leadership, financial performance, products and services, emotional appeal and workplace environment. The company’s corporate purpose is central in guiding decisions on each of these performance measures. Understanding your ‘why’ for doing business creates a strong foundation on which to tell the story of your business. Led by: Carrie Kurlander, VP of Corporate Communications, Chick-fil-A
10:35 – 11 a.m.
Drawing for 2019 Annual Conference
We’ll close this year’s Annual Conference with our traditional drawing to see who’ll attend next year’s event free-of-charge! The 2018 Annual Conference will adjourn at 11 a.m.