July 2014 Newsletter 
President's Message
Dear Friends:
What is your PRSA Tampa Bay membership worth to you? How about cold, hard cash in your pocket?
Sure, I admit I’m biased. My chapter membership is invaluable to me. From networking with local PR professionals to participating in free national webinars, my membership more than pays for my annual dues.
And now it just might pay for a free PR conference — or two.
We’re giving away a total of three conference scholarships soon. And only members can apply!
See the article below on the scholarships we're offering to the 2014 PRSA Travel and Tourism Conference at the Tampa Marriott Waterside, June 8-11. and the 2014 Sunshine District Conference, July 10-12 at the Naples Hilton. Visit our website for more information on both conferences and scholarships. Remember to apply by noon, April 25.
More importantly, make the most of your membership by attending one of our local programs. Register now for our April 16 lunch featuring Joe Lopano, the dynamic CEO of Tampa International Airport. He will share how public relations helped secure approval for the airport’s $1 billion master plan.
You also don’t want to miss our May 15 program with Social Media Strategist Josh Hallett. Learn about brand journalism and finding the perfect platform to provide compelling content to your audience.
I hope to see you soon at a chapter program — and maybe one of our conferences. Good luck to our scholarship applicants!
Lisa Braswell, APR
PRSA Tampa Bay President
PRSA Tampa Bay News
Upcoming Scholarship Opportunities
Don’t miss out! PRSA Tampa Bay is giving away a total of three conference scholarships soon and only members can apply!
Are you interested in travel public relations? We’re thrilled to host the national 2014 PRSA Travel and Tourism Conference at the Tampa Marriott Waterside June 8-11. This event provides hospitality communicators with the tools to succeed in today’s fast-paced marketplace. Registration starts at $650; we’re giving away one scholarship to cover the entry fee.
Maybe you’re interested in meeting PR professionals throughout the state. Mark your calendar to attend the 2014 Sunshine District Conference July 10-12 at the Naples Hilton. You will learn strategies and tactics used at McDonalds, Wells Fargo, Ringling Brothers, and top public relations firms. Early bird registration is $249 for members; we’re offering two $500 scholarships to cover that fee and partial travel expenses.
To apply, email the appropriate application – either the Tourism Travel Conference Application or the Sunshine District Conference Application to [email protected]. Use Travel Scholarship Application as the subject line and District Scholarship Application as the other subject line.
The deadline to apply for both scholarships is noon, Friday, April 25.
*Note that only PRSA Tampa Bay chapter members may apply for one scholarship only. Please choose the conference that means the most to you.
All members are encouraged to register for these fun, information-packed conferences. We hope to see you there! To learn more about these conferences, visit our website.
Welcome New Chapter Members
Tampa Bay PRSA New Members
The Tampa Bay Chapter would like to welcome the following new chapter members who joined between
PRSA Tampa Bay Member Spotlights
Every two weeks, the chapter puts a spotlight on a different PRSA Tampa Bay member to learn more about her or his public relations background, advice on best practices and why he or she love working in the field. Read more on the PRSA Tampa Bay Blog!
Josh Hall, marketing communications manager at Laser Spine Institute, says that he just knew that he was going to be a professional baseball player. But somewhere along the way, he accepted that if he couldn’t be a baseball player, he’d do the next best thing and write about it. However, when he considered other opportunities where he could put his interest in news and communications skills to good use, PR just seemed like a natural fit. He nabbed his first PR job a few months after graduation and never intends to look back – that is, unless the Tampa Bay Rays come calling with a spot on the roster.
Josh says that like most PR pros, he gets a little stir-crazy with monotony. He loves how things can turn on a dime in public relations, and he thrives on its frenetic pace. Given his writing background, he is energized by the notion that his words – be it a pitch, script, news release or any other communications piece – can help drive strategy or company initiatives.
Read more about Josh here.
Elizabeth Watts, director of media and community relations at Bloomin’ Brands, knew exactly what she wanted to do – or so she thought. Armed with an undergraduate degree in mass media arts, with an emphasis in broadcasting, she began a journey in TV news that lasted for eight years. However, after working all types of hours, always being at work on holidays, and canceling vacations, she felt it was time for a change, and turned to the “friendly field of PR with normal hours and holidays off.”
Last year, she had an opportunity to join Bloomin’ Brands (parent company of Outback Steakhouse, Carrabba’s Italian Grill, Bonefish Grill, Fleming’s Prime Steakhouse and Wine Bar, and Roy’s), and now, as part of the corporate communications team, oversees local media relations nationwide for the company’s founder-inspired brands, and also leads the company’s community relations initiatives.
Her advice to new PR pros? Don’t be a workaholic! She has learned that work-life balance is essential for longevity, and no one can be “on” 24/7 and be exceptional at what they do. Give it your all and do your very best – but also take time to recharge.
Read more about Elizabeth here.
Kelsey Albina, account executive at RFB Communications Group, graduated in 2013 from the College of Journalism and Communications at the University of Florida, and counts her membership on the 2013 PRSSA Bateman team there as one of her proudest accomplishments during college. The experience involved researching, planning, implementing and evaluating an entire campaign in her local community, and Kelsey said it was at once the most tiring, stressful and ultimately rewarding thing she has ever done.
As a new PR pro, her advice to other pros starting out is to intern, and to make those internships relevant. School is one thing, Kelsey says, but having real knowledge of what it’s like to pitch a reporter and coordinate an interview with a client is completely different. She says she doesn’t remember much about the pitches and releases she wrote in her classes, but she definitely remembers the first time a reporter asked to have a client available for a live shoot.
Read more about Kelsey here.
Amanda Lee, public relations manager at Tech Data Corporation, started her career in New York and Washington, where she soon landed a job on Capitol Hill and worked as a communications director for a member of Congress. In the fast-paced world of Congress, she built relationships with leading national media outlets such as the Wall Street Journal and CNN, and also authored news releases and editorials for national and political media.
While working for Congress, she earned a master’s degree in communications and public relations, a challenging undertaking from a time-management perspective, but a great decision, Amanda says, as it increased her knowledge base and strengthened her skill set. After spending nearly a decade working in Washington for Congress, she joined the private sector as a public relations manager for Tech Data, and is now responsible for the strategic development and management of trade, local and national media relations.
What does she love most about public relations? Helping people and businesses creatively advance their message and enhance the prestige of their brand. It is an incredible feeling, Amanda says, to create a PR strategy and watch it come to life. Amanda enjoys educating stakeholders about new public relations opportunities for their company and providing a simple, attainable road map to help them accomplish their goals and objectives.
Read more about Amanda here.
We're currently seeking new members to spotlight on our blog! If you're interested in being featured in a Member Spotlight, contact Jenna Stock at [email protected].
Member News
In January, B2 hired Laura Fontanills, APR as a new Senior Account Executive. Laura brings eight years of agency experience working with clients from a variety of industries. Prior to joinging B2, Laura served as the account director of Common Language in St. Petersburg, where she developed and implemented strategic communications plans for clients. She also serves as president of Ekhos, a group of young professional female leaders who support each other in their careers and personal development; and as vice president of High Hopes in High Heels, a Tampa Bay women's charitable organization.
Have you ever wanted to contribute to a piece of PR history? Have you ever wanted to rub elbows with some of PR’s brightest and help select the winners for one of PR’s most distinguished awards?
For Bobby Eagle, senior public relations manager for Syniverse, this dream became a reality. PRSA National recently approached Eagle asking him to fill in for a last-minute cancellation to join 150 judges and colleagues at the New York Downtown Marriott to help determine one of PR’s highest accolades – the Silver Anvil.
“I consider myself a PR nerd,” Eagle said. “That being said, this was one of the most exciting professional opportunities I’ve ever had, and one of the most grueling.”
Read more about Bobby's experience here.
To share your member news, submit by emailing [email protected] and include Member News in the subject line. Material can be anything from a new position, promotions, new account wins and campaign successes.
Upcoming Events
How PR Played Key Role in Tampa Airport Gaining Approval for Billion-Dollar Master Plan
April 16, 11:30 a.m. to 1:30 p.m.
Brio Tuscan Grille
Bay Street at International Plaza, 2223 N. West Shore Blvd.
It is well known that under Joe Lopano’s leadership over the past three years, Tampa International Airport has rolled out a virtual nonstop series of major successes. But what has gone under the radar is the critical role that public relations and marketing have played in helping the airport strengthen its position as one of the top airports in the U.S.
This has been especially true in winning approval in 2013 for a $1 billion blueprint to expand and modernize the airport by 2017, with a terminal expansion, new car rental facility and 1.3-mile automated people mover, an effort projected to create more than 9,000 jobs.
*This regisrations closes Monday, April 14 at Noon. Please read more about this event here.
Agency Leaders to Host Content Strategy Program
May 15, 11:30 a.m. to 1:30 p.m.
Roy's Tampa
4342 Boy Scout Boulevard
By Missy MacFarlane, APR, Pricipal for B2 Communications
The PRSA Tampa Bay’s Agency Leaders Committee is hosting the chapter’s May 15 program: “Bringing Content Strategy to Life.” It’s an in-depth, hands-on look at digital marketing to learn how to deliver the content your constituents crave. Senior digital strategists from Voce Communications Josh Hallett and Dave Coustan will share lessons learned from working with major national brands to help them think, act and operate like publishers. And by doing so, organizations are now using content to connect and engage with their stakeholders – with significant results.
Voce Communications leads and manages content strategy, planning, creation and development across Voce’s client roster, including high-profile clients like LinkedIn, Disney Parks, NetApp, Applied Materials and a number of other global B2B and B2C firms.
All chapter members and local PR practitioners are welcome to attend the May 15 meeting sponsored by BusinessWire. See PRSATampaBay.org for program details and to register.
Independent practitioners and agency leaders who want to learn more about the Agency Leaders Committee should contact co-chairs Mary Haban, APR or Missy MacFarlane, APR, or join the LinkedIn Group.
PRSA National Travel and Tourism Conference
June 8-11, Tampa, Fla., Marriott Tampa Waterside Hotel and Marina
By Kat Lewis, Online Relations Manager for Visit Tampa Bay
Navigating communications opportunities and challenges strategically is the key to keeping your public relations programs on the map. From promoting destinations on a shoestring budget to anticipating the latest crises, the PRSA Travel and Tourism Conference unlocks rich insights to drive fresh thinking and deliver results.
The conference will include inspiring and educational keynote speakers, top-notch national media, a fun and interactive media mixer at the Florida Aquarium and an exciting pre-conference workshop on facilitating digital press trips at Busch Gardens Tampa.
Designed by the PRSA Travel and Tourism Section and partnering with the Society of American Travel Writers (SATW) this event provides travel and hospitality communicators with the tools and techniques to succeed in today’s fast-paced marketplace.
Why attend? You can network with a variety of top-tier media and colleagues, attend sessions on relatable, actionable case studies, and discuss topics such as increasing exposure, social media and measurement, and travel trends.
Taking place in our backyard right here in Tampa, Florida, the conference offers a variety of opportunities for you to discover and experience Tampa as a destination – a place full of culture, rich history, and worth-while experiences.
Come soak up the sun with us as we unlock the treasures of Tampa Bay and unlock the PR treasure chest.
Keynote speakers include:
Jeff Corwin – Animal Planet Host and Leading Conservationist
Lee Abbamonte – blogger, leading online travel journalist and the youngest American to visit every country in the world
Joe Navarro – educator speaker and author of What Every Body is Saying
Don George – editor-at-large and book columnist for National Geographic Traveler Magazine
Jacob Tomsky – Author of Heads in Beds: A Reckless Memoir of Hotels, Hustles, and So-Called Hospitality
Register By May 17th and save $100 - PRSA Travel & Tourism Conference
PRSA Tampa Bay Annual Media Roundtable
June 25, 7:30 a.m. to 10 a.m.
Chart House Restaurant
7616 W Courtney Campbell Causeway
The Media Roundtable is PRSA Tampa Bay's most popular event providing a unique opportunity to build relationships and talk directly with local media about how to work with them to generate press coverage. Jointly organized by the local chapters of PRSA and FPRA, the Media Roundtable is also a great chance to network with dozens of PR colleagues from both organizations.
See the Business Journal's feature of last year's Media Roundtable program below.
Early bird regisration or before June 11
FPRA and PRSA members: $40
Students: $40
Nonmembers: $50
Stay tuned for more information on regisration and the chapter's most popular event!
PRSA Sunshine District Conference
July 10-12, Naples, Fla.
Join Florida's leading public relations professionals and industry leaders at the 2014 Sunshine District Conference. The premier event features professional development workshops presented by nationally recognized experts in media relations, social media, crisis communications, and more.
PRSA's Sunshine District Conference is hosted annually by one of the district’s seven chapters. The two-day event offers professional development opportunities and networking with public relations industry leaders. The 2014 conference will be hosted by the Gulf Coast Chapter in Naples.
About the Host Chapter
The Sunshine District’s six other chapters include: Greater Ft. Lauderdale, Miami, North Florida, Orlando Regional, Palm Beach, and Tampa Bay.
PRSA’s Gulf Coast Chapter represents 50 members who live and work in Florida’s Paradise Coast, composed of Naples and Marco Island, and the Fort Myers area.
The mission of the PRSA Gulf Coast Chapter is to advance the profession as a whole in our local area, as well as foster the professional development of our members through:
- continuing education programs
- offering timely and compelling speakers at monthly meetings
- influential networking events and programs
For more information on how to become a PRSA Gulf Coast Chapter member, email our membership chairs Niccole Howard or Mary Ann Green.
Meet the 2014 PRSA Gulf Coast Chapter Leadership and District Conference Committee
View more of Tampa Bay PRSA upcoming events.
Recent PRSA Tampa Bay Events
Travel and Tourism Conference
PRSA’s annual Travel and Tourism Conference took place right here in Tampa this year from June 8 to 11 at the Tampa Marriott Waterside and attracted more than 300 public relations professionals specializing in the hospitality industry. The conference provided an invaluable opportunity to get insights on strategies and tactics from some of the best, discuss top issues and trends with nationally renowned leaders, and get to network with PR pros from the region and nation.
Among some of the many places in the Tampa Bay area showcased for the conference were the Tampa Bay History Center, where the kickoff reception was held, and the Florida Aquarium, where a media mixer gave attendees the chance to get up close and personal with sea life and journalists. Other dining events took attendees to some of Tampa Bay’s finest eateries, like Bern’s Steak House, the Columbia, Boca, the Epicurean Hotel, and the Edison Food + Drink Lab.
Read more about the event here.
Annual Media Roundtable
PRSA Tampa Bay’s Media Roundtable provides an unparalleled opportunity to build relationships and talk directly with local media about how to work with them to generate media coverage. Jointly organized by the local chapters of PRSA and FPRA, the event also offers a great chance to network with dozens of PR colleagues from both organizations.
This year’s Roundtable was held on June 25 at Chart House and featured a prestigious roster of experts from across the Tampa area:
- Vicky Benchimol, Planning Editor, ABC Action News
- Diane Egner, Publisher and Managing Editor, 83 Degrees Media
- Stefanie Fletcher, Senior Photo Editor, The Tampa Bay TimesAlexis Muellner, Editor, The Tampa Bay Business Journal
- Rich Mullins, Business Reporter, The Tampa Tribune
- Grover Murrell, BayNews9
- Orlando R. Nieves, Vice President, Integrated Marketing Solutions, Entravision
- Jeff Schlesser, Fox13, WTVT
Read more about the event here.
Bringing Content Strategy to Life
On May 15, a number of PR pros gathered at Roy’s restaurant to join senior digital strategists Josh Hallett and Dave Coustan for a hands-on session on digital marketing.
Hallett is Senior Vice President, Voce Connect at Voce Communications, a Porter-Novelli company, and Coustan is Vice President of Content Strategy and Planning, Voce Connect at Voce Communications. Hallett and Coustan work with major national brands like LinkedIn and Disney Parks to help them think, act and operate like publishers. And by doing so, organizations are now using content as the main means to connect and engage with their stakeholders – with significant results.
Attendees participated in various exercises to gain insights on the processes, tools and timelines involved in developing a content creation strategy, including how to take an idea from concept to reality through solid planning, staffing and resources for a skeleton crew or shoestring budget, and the importance of the content strategy in terms of business results.
How PR Played Key Role in Tampa Airport Gaining Approval for Billion-Dollar Master Plan
On April 16 at Brio Tuscan Grille, PRSA members and guests were treated to a special session with the CEO of Tampa International Airport, Joe Lopano, who discussed how a nearly two-year grassroots PR and marketing effort helped garner community support for making sure the airport remains one of the best in the U.S. Among the highlights of this were winning approval in 2013 for a $1 billion blueprint to expand and modernize the airport by 2017, with a terminal expansion, new car-rental facility and one-mile automated people mover, an effort projected to create more than 9,000 jobs.
What hasn’t been well-understood in Lopano’s efforts is the critical role that public relations and marketing have played in helping the airport strengthen its position as one of the top airports in the U.S. At this event, he shed light on these activities.
Read more about the event here.
National PRSA News
Happy 50th to the APR: Celebrating Accreditation’s Golden Anniversary
By PRSA National
On April 1, members of PRSA's Universal Accreditation Board wrote the following:
The Accreditation in Public Relations (APR) program celebrates its 50th anniversary in 2014. Like the PR profession overall, the Accreditation program continues to earn recognition for its value and relevance to senior leaders in organizational management.
The APR credential has emerged as an industry standard and long-standing mark of excellence. However, the value of the credential continues to be questioned by some PR practitioners. Many practitioners wonder how well the outside world knows what APR means. Furthermore, they question whether the business community and HR professionals understand the value of Accreditation or have even heard of the credential. Professional PR associations, including PRSA, continue to wrestle with this.
Since the consolidation of several PR credentialing and certification programs under the APR program and Universal Accreditation Board in 1998, several significant steps have been taken to enhance the credibility and legitimacy of the APR Exam and process. The idea is always to bring it further into alignment with best practices and job requirements so that organizations will want to require Accreditation as a condition of employment or advancement. However, there is more work to do.
As the credential turns 50, the Universal Accreditation Board (UAB) and its participating organizations have made it a priority to enhance its profile and prestige.
Read more about the Evolution of the APR and its future in the full article here.
PRSA Announces Resignation of William M. Murray
By PRSA National
The Public Relations Society of America (PRSA), the largest professional organization serving the U.S. public relations community, announced today that William M. Murray has resigned as its chief executive officer. During his more than seven years with PRSA, Murray played an integral role in helping to drive forward an extended period of structural growth for the organization.
“It has been an honor and privilege to serve PRSA during a critical period for the organization and for the profession. PRSA now stands at the threshold of an exciting new chapter and is well-positioned to thrive and grow in the years ahead,” said Murray. “After deep reflection, I’ve decided that the time has come for me to leave PRSA and pursue new opportunities and new challenges. It has been a tremendous pleasure to serve the Society as part of the dedicated team of staff, volunteers, and leaders who are committed to advancing the profession of public relations – many of whom I consider friends.” Read the release here.
Connect ’14 Promises New Tricks for This Old Dog
Connect with keynote speakers Tyler Durham, Linda Dulye and Maril MacDonald at the PRSA Connect 14 Conference, May 20–21, in Chicago.
By Jim Streed, APR
I’m getting used to the idea that I have been plying this craft for more than (or is that ‘over’? NOT!) 35 years. I am an old dog and, literally, a greybeard. Which is not to say I know it all, not by a long shot. I treasure my PRSA membership for the learning opportunities it provides me.
It is true, though, that in those years I have been to many conferences. They all have held something new for me, especially when I filled a generalist role. Conferences tend to offer a broad menu to appeal to a broad audience. It’s their nature.
Then there’s Connect ’14, planned this year for May 20–21 in Chicago. I have really enjoyed being part of the Employee Communication Section’s planning team for this conference because we all share that specialty: employee communications.
Under the theme “Embracing Constant Change in the New Economy,” we have assembled a program of speakers and topics that ticks all the boxes. Keynoters include employee communications pioneer Maril MacDonald, CEO and founder of Gagen MacDonald, speaking on the human element of change; Linda Dulye, president and founder of Dulye & Co., giving us tips to help managers communicate and connect; and Tyler Durham, leader of the change practice at Ketchum, offering insights into ways employees champion brands.
And then there are the case studies and skill-builders. Here’s a sampling:
- A look at Erickson Living’s employee communications program.
- Tips on using digital bulletin boards.
- A study of how one company turned strategy into action.
- How to use storytelling for engagement.
and, for the truly brave,
- How to embrace mobile technology for employee communications.
There’s more than can be described here, so take a moment to navigate to the Connect ’14 Conference site at PRSA.org. Or drop me a line and I’ll be happy to … well … connect with you.
Jim Streed, APR
Secretary, PRSA Employee Communications Section
[email protected]
(920) 433-5786
@JimStreed
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Submit Your News
We want your news! Starting in 2013, PRSA Tampa Bay will be sharing industry news on its blog, along with chapter news.
PRSA Tampa Bay Chapter members can submit news about new hires (for PR department only) or promotions, new account wins, campaign successes (which must show measurable results) and other industry news.
Submit your news by sending an email to [email protected] and including Industry News in the subject line.
