OPENING SESSION – GENERAL SESSION I
A recording of this session will be available sometime on Tuesday, August 10.

How to Leverage Social Media to Go Viral & Gain Publicity!
Presented by Jon Jacques

Imagine if you had the power to get your product, service, or message out to millions of people … at the push of a button?!

During this year’s opening keynote, you’ll learn how to properly leverage social media to unlock this power! Viral expert and influencer, Jon Jacques, will reveal the secrets to gaining millions of organic views, attracting free publicity, and unlocking once-in-a-lifetime opportunities.

In a few short years, Jon’s viral strategies have generated over 1 billion views and $150 million in sales for his clients, which include Disney, Honda, Sony, Starwood, AT&T and Anheuser-Busch.

Takeaways:

  • The truth about why most of your posts max out at 100 to 200 likes! (HINT: It has very little to do with what you’re posting)
  • The dangerously effective tactic that Jon used to gain 34 million views on a video … without spending $1 on advertising
  • How to effortlessly attract potential press opportunities and brand partnerships via social media

MONDAY, AUGUST 9

ZOOM WEBINARS

Zoom Webinar: 10 – 11 a.m.
10 Marketing Metrics That Mean Absolutely Nothing (& What to Track Instead)
Presented by Braden Becker

These days, marketing and communications managers are hearing a provocative rhetorical question ripple across the industry: “Do you need analytics for every marketing campaign you run?” This is the wrong question. The one we should be asking is, WHICH analytics do you need for every campaign you run? In this session, you’ll hear marketing blasphemy: There are at least 10 totally worthless, maddeningly overrated metrics you shouldn’t be analyzing (or that you’re probably analyzing wrong). You’ll also learn which metrics to track instead, where you can find them, how to calculate them and some common uses for each one.

Zoom Webinar: 1:45 – 2:45 p.m.
Public Relations and Digital Regulations: How New Laws Are Affecting PR Practice in the 2020s
Presented by Cayce Myers, Ph.D., LL.M., JD, APR

The proliferation of digital regulations has a huge impact on public relations practice in the 2020s. PR practitioners communicating on social media, websites and other digital platforms need to have a working knowledge of the changing digital landscape to effectively communicate with diverse publics. This presentation discusses recent issues in online regulation, focusing on U.S. and international laws that are affecting communication, reputation management and intellectual property. Specific attention is paid on the liability of online platforms, changing privacy laws that affect gathering user content, regulation of big data research, the importation of foreign law to U.S. companies and how fake news and disinformation affects online organizational reputation. Attendees will gain insight on trends in digital regulation, and how PR practitioner’s work will be impacted over the next decade.

Zoom Webinar: 1:45 – 2:45 p.m.
Business Storytelling the Hollywood Way
Presented by Doug Williams

This session will explore business and organizational storytelling through the prism of movies. From that perspective, it will examine how and why stories work or don’t work; how to structure a narrative that keeps audiences engaged; the imperative of creating conflict; how to develop “characters” in ways that make for a better, more persuasive, more interesting story; and explore research that demonstrates clearly that stories, effectively told, have the power to change minds. The discussion will be largely driven by an analysis of what Hollywood insiders agree, but will not admit, is the Great American film, and then apply those lessons to PR practices.

Zoom Webinar: 3:30 – 4:30 p.m.
Is Strategic Planning by the PR Department Strategic or Planned?
Presented by Jay Galbraith

Do we get so wrapped up in our plans that we forget we are part of a bigger enterprise? Do we enjoy the day-to-day aspects of our job so much that we avoid the strategic planning? As noted storyteller Don Davis asks — are you spending more time “tuning” or are you actually “playing”?

This time together will help ensure that our plans are a supportive part of our enterprise.  We will talk about how to ensure that we are “at the table” when strategic decisions are made.  Moreover, we will delve into the elements of a planned “strategic plan” and how to execute it.

Zoom Webinar: 3:30 – 4:30 p.m.
Diversity, Equity & Inclusion as Corporate Social Responsibility: How PR Can Lead Positive Change
Presented by Nneka Logan, Ph.D.

This presentation will discuss historical and contemporary issues in DEI and then situate DEI as a part of an organization’s CSR. It will also explain why public relations practitioners are well suited to lead these efforts. In addition, attendees will learn why PR that is focused on social good is more important than ever as well as how PR can play a vital role in leading DEI and CSR efforts. Examples of organizations who do this well, along with several best practices will also be shared.

PRESIDENTS’ LUNCHEON
A recording of this event will be available sometime on Tuesday, August 10.

This event will 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 newest 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.

At this event, we’ll also present the Joe Curley Rising Leader Award, which is intended to identify and honor up-and-coming individual FPRA members who demonstrate emerging leadership traits along with dedicated active involvement in FPRA chapter activities, programs, functions and events.

FIRESIDE CHAT – GENERAL SESSION II
A recording of this session will be available sometime on Tuesday, August 10.

“You Said What to the Reporter?” 25 Years of Learnings Working for an Iconic Global Brand
Presented by Ben Deutsch

As the former vice president of corporate communications for The Coca-Cola Company, Ben Deutsch had a bird’s-eye view of a business that operates in more than 200 countries and a hands-on role managing the issues and challenges that tested the corporate reputation of the global beverage company. Deutsch will share his career journey and personal experiences – the good and not-so-good – that helped shape his approach to communications, leadership, diversity, building relationships and advancing within an organization.

SPONSORED BY: Firehouse Subs and the FPRA Jacksonville Chapter

DILLIN KEYNOTE – GENERAL SESSION III
A recording of this session will be available on Wednesday, August 11.

Transformation and Public Relations: A Perpetual State of Change
Presented by Lynn Hanessian

The pandemic can be a once-in-a-lifetime opportunity to transform the advancement and impact of public relations. As we recover from unprecedented disruption and loss, we’ll look forward to how we are able to advance our profession and the practice of our craft — one uniquely able to help our organizations and colleagues thrive. Illustrated by intensive Edelman Trust Barometer research conducted from the beginning of the pandemic, we are able to understand and respond to dramatic shifts in trust and expectations, with clear lessons for all of us.

Takeaways:

  • Meeting the expectations of your colleagues, customers and stakeholders is no longer optional. Business performance and success relies on public relations.
  • There is no “one-size-fits-all” when it comes to communications. Understanding your audiences and stakeholders and embracing analytics at all stages of your work has never been more important as media, content, beliefs and individual experiences become more and more diverse.
  • Continuous learning is the foundation for a successful public relations career—at any stage. Building that into your personal development, job performance and the characteristics of your teams should be reflected in your KPIs.

TUESDAY, AUGUST 10

ZOOM WEBINARS

Zoom Webinar: 12 – 1 p.m.
Half Hearts and Whole Minds: A New Approach to Internal Communication
Presented by Dan Farkas

In a world of B2B, B2C, social, digital, traditional and evolving media, internal teams have a growing influence on an organization’s mindset and perception. Pandemics, virtual schooling, remote work and general life have made it much harder to effectively communicate with these vital people. The reality is, organizations must rethink ways to engage their teams to reflect the new ways of conducting business.

In this session, a new approach in internal communication. Using evolving trends in online learning, the session will identify new ways to build transparency, comprehension and adoption of key concepts. Attendees will also learn how to better assess progress in a way that aligns with organizational goals and objectives.

Zoom Webinar: 12 – 1 p.m.
PR in a Time of Heightened Awareness on Racial Equality
Presented by Wilson Camelo

Brands and companies are more focused than ever on issues of disparities and inequalities. This poses both a challenge and an opportunity for public relations practitioners. To be effective today and into the future, we must go beyond diversity and inclusion efforts, and integrate culturally relevant messaging, relationship building and tangible actions to position our clients and brands favorably in an environment of heightened racial awareness.

In this session, we will discuss the important role public relations must take in helping companies and brands navigate these challenges and grow in the future. Research shows that by the year 2042, ethnic/racial minorities will be the majority in the United States. This means brands must act today but also position themselves for the long term with multicultural markets.

Zoom Webinar: 1:30 – 2:30 p.m.
Media Training C-Suite Executives
Presented by Joel C. Staley

Joel Staley trains communications professionals on how to train others to be better media spokespersons. In this advanced one-hour course, Joel shares the following skills and knowledge:

  • How to persuade an executive that he or she needs media training
  • Elements that should be included in an effective media training session
  • Tips for excelling in a Zoom/video interviews

Zoom Webinar: 2:45 – 3:45 p.m.
How to Use Social Media for Effective Always-On Brand Storytelling
Presented by Will Ayers Jr.

Effective brand storytelling is the foundation of a successful public relations campaign and engaging content is the driving force that connects brands with consumers. This presentation will examine how brands are leveraging social media to drive brand affinity, brand loyalty and audience engagement through always-on brand storytelling.

GENERAL SESSION IV
A recording of this session will be available sometime on Wednesday, August 10.

Building an Effective Multigenerational Workforce
Presented by Jeff Butler

Baby Boomers, Generation Xers, Millennials and soon Generation Zers will all work together to accomplish common organizational goals. But with differences in each of their viewpoints, upbringings, culture, ideas, beliefs and experiences, it is likely organizations will see some tiffs or clashes. This makes managing four different generations in the workplace an extremely difficult task to accomplish, though not impossible. With the right guidance, support and advice, the task of managing these four generations under one roof is achievable.

In this program, best-selling author Jeff Butler, backed by a decade of psychological research, shares insights about motivations, differences and communication styles among people of different ages. You will learn how organizations across various industries are thriving with a multigenerational workforce. And how yours can too. Through this program you’ll find specific actionable strategies to manage your cross-generational challenges and turn your multigenerational workforce into a competitive advantage.

Takeaways:

  • Discover potential points of generational conflict and tactics to handle them
  • Learn how to strengthen cross-generational communication
  • Obtain specific strategies to leverage multi-generational opportunities

GENERAL SESSION V
A recording of this session will be available sometime on Wednesday, August 11.

Journalism Trends and Media Pitching
Presented by Lauren B. Worley

Media pitching and public relations have transformed as digital platforms have taken over as our primary source of information. They’ve also changed how reporters do their jobs and how news and media outlets present stories to their subscribers. During this session, we’ll talk about top tips and emerging practices for pitching stories and getting coverage in a challenging and crowded media environment.

Takeaways:

  • Understanding how local reporters and media outlets are communicating with their subscribers drives how and when they share their content.
  • Not all stories deserve equal treatment on all platforms so creating a powerful communications plan requires understanding platform audiences.
  • Using stories, real-experiences and consumer-generated content is a powerful way we can improve our communication efforts.

Tuesday, August 10
7 – 10 p.m.
Live Stream

GOLDEN IMAGE AWARDS BANQUET
This event will be live streamed pulling audio and visual from stationary camera from the back of the ballroom.

Join us for a Festival of PR Talent as we celebrate FPRA’s 64th Golden Image Awards. During this magical evening PR professionals throughout the state will be recognized for their great work and contributions to the Association and the profession.

CLOSING SESSION – GENERAL SESSION VI
A recording of this session will be made available sometime on Thursday, August 12.

From PR Pro to CEO: A Conversation with First Watch’s Chris Tomasso
Presented by Chris Tomasso

Join us for a candid conversation with First Watch CEO and President Chris Tomasso. Chris led public relations and marketing efforts for prestigious brands like Hard Rock Café and Cracker Barrel before joining First Watch, the nation’s leading breakfast, brunch and lunch concept. He’ll share stories and learnings from his experience helping to grow First Watch from 50 to 400 restaurants during his 15-year tenure, including an inside look at how a strong communications strategy helped him lead the brand to prosperity during the largest public health crisis in modern history.

Takeaways:

  • When it comes to personal and professional growth, seek out mentors and build relationships! Reach out to your boss, your CEO, someone you admire in the industry, and ask them to lunch.
  • Don’t be afraid to think outside the box. It’s OK to take unconventional steps (strategically, of course) to make an impact!
  • During times of both prosperity and crisis, communicating with an organization’s internal audience — its employees — should remain the first and most important priority. Transparency is key, and without it, trust falters and confidence in leadership can plummet.
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