Universal Orlando Resort Behind-the-Scenes Tour for PR Students

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Public relations students from around the state got a behind-the-scenes tour of Universal Orlando Resort at FPRA’s Annual Conference. Universal Orlando Resort has experienced unprecedented growth over the past five years – opening 18 new experiences, including The Wizarding World of Harry Potter – Diagon Alley, TRANSFORMERS: The Ride – 3D and Springfield. FPRA Student members explored some of these new experiences and learn from Universal’s PR team what it takes to creatively tell the Universal Orlando story.

“The tour was such a great learning experience for me. Every member of the Universal Team was willing to answer any question at a moments notice. My favorite part of the tour was getting the opportunity to hear about the upcoming attractions, and how the Universal PR team must draft new and innovative ideas to create a buzz around whatever project they are tasked with.” – Alex Shepherd, University of Florida student

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At Ollivanders’s wand shop.

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Making their way through the crowd.

 

 

 

 

 

 

 

 

 

 

Allison Lundell, public relations director for Universal Orlando Resort, speaks to public relations students.

Allison Lundell, public relations director for Universal Orlando Resort, speaks to public relations students.

PR2D2′s “Tour of Chapters” Video

FPRA’s very own PR2D2 visited all 15 chapters this past year. Check out the video highlighting his journey.

PR2D2 video screen shot

Breakout 3A: Instagram for PR Success

By Brandi Welk (Pensacola Chapter)

8 Tips for Instagram Success

  1. Get creative with your content – Nobody wants to see the same content every day. Have fun!
  2. Humanize your brand – People love to learn about people! Go behind-the-scenes and share successes of your team or client stories.
  3. Post frequently – But don’t get crazy! Posting three times a week is enough unless it’s event oriented.
  4. Reward the behaviors you want to repeat – If someone posts about your product or comments on a post, engage with them by commenting back or regramming.
  5. Be smarter about hashtags – Create and use hashtags that are unique to your brand and relevant to your audience.
  6. Increase engagement – Once again, engage in online conversation with your followers.
  7. Create an Instagram style guide
  8. Be professional

According to a study conducted by Simply Measured, brands received 12% higher engagement on photos with hashtags and 76% higher engagement on photos that are geotagged.

8 Examples of Insta-creativity

  1. Themed content campaign – Create a theme that is eye-appealing and be consistent throughout the campaign.
  2. User-generated content campaign – Have followers use a specific hashtag on their photos and regram them. This helps generate content and engagement!
  3. Influencer takeover – Partner with industry-related influencers to have them do an Instagram takeover. Celebs oftentimes do this for brands they love! (Example: Jessica Alba with Honest Company)
  4. Insta-mob – Have influencers use hashtags with photo on certain day/time.
  5. Filter-driven storylines – Microsoft is an excellent example of this!
  6. Cross platform – Share via Facebook and Twitter to increase exposure.
  7. Insta-zine – Created a magazine on Instagram! Example here.

Other helpful links…

20 BEST Instagram Tools – bit.ly/GEBPRtools

Simon Sinek – Start with Why (Awesome video!)

Instagram Metrics – Simply Measured

 

Heather_WhalingHeather Whaling
President, Geben Communications

Heather Whaling (@prTini) is founder/CEO of Geben Communication, a PR firm that helps emerging brands and forward-thinking, established companies excel in a social world. Heather’s ability to turn traditional and digital PR strategies into meaningful business outcomes has helped Geben evolve into a highly respected, sought-after, award-winning PR firm, most recently named Ragan/PR Daily’s 2014 Media Relations Agency of 2014. Known for taking a fresh approach to traditional and digital PR best practices, Heather has been quoted in Inc.com, Entrepreneur and BusinessWeek about technology’s impact on communication and business, plus helped clients secure coverage in a range of high-profile media outlets, from the New York Times and Wall Street Journal to Huffington Post and TechCrunch. She is considered one of the most influential voices in PR 2.0, and her blog, prTini.com, is often cited as an industry must-read. Whaling was selected as one of Columbus Business First’s “Forty Under 40” and named one of Columbus’s top 10 entrepreneurs by TheMetropreneur.com. She also serves on the Board of Directors for The Women’s Fund of Central Ohio.

Breakout 3C: How to be Successful on Your Own

By Jessica Fuchs (Ocala Chapter)

FPRA15_0507Public relations professionals seeking to boost their solo practice – or those considering taking the entrepreneurial leap – may assume there’s a right way and a wrong way to go about achieving success. The “How to be Successful on Your Own” panel of seasoned solo practitioners assured session attendees this is not the case. Karen Swim, Nate Long, Ginger Broslat and Kellye Crane also offered real insight and guidance regarding some burning questions about what it takes to make it as an “indie.”

How do you price your services?
This question was revisited several times during the session, and while having a definitive answer might put aspiring solo practitioners more at ease, the panel advised there isn’t a one size fits all solution when it comes to pricing your services. The beauty of this, however, it that each entrepreneur can structure fees in a way that best suits their needs.

Working on retainer:
Ginger Broslat: Ginger prefers working with clients on retainer and embedding herself in their business, often having a desk at their location and attending their meetings. “I hate time tracking and billing. So, I negotiate a monthly retainer with an estimated number of hours,” she said. Ginger typically opts to set a new client contract for three months and renegotiates after that period.

  • The panel agreed that it’s important to define your scope of work clearly and specifically when working on retainer (to avoid endless requests from clients for work outside of what your were originally hired to conduct).

Nate Long: Nate bases his fees on capacity outlined in a strategic plan created with each of his clients. Still others in the room preferred to bill based on hourly rates, or charge clients by project. “With the capacity model you have predefined goals you’re going to accomplish for a set fee. If it’s taking you too long to get something done, then you need to figure out how to work better/smarter,” he said.

All panel members were in agreement in warning not to undervalue yourself.

Karen Swim: “A common mistake [I see people make] is basing pricing on salaries. Independents can be more expensive [on an hourly basis] than employees because clients understand they are hiring someone for immediate results and expertise,” Karen said.

What about before you get to the “pricing structure” part? It’s really scary to take that first step and go solo. How do you find your first clients?

Nate Long: If you’re already working somewhere do an awesome job. “Make a big impact where you are,” he said, sharing that, when he left Visit Florida to step out on his own, he called companies he worked with and told them.

Ginger Broslat: She finds most clients through referrals and relationship building. Being involved in your community and making connections through committees and volunteering helps with this strategy. “I recommend being a woman of faith if you’re going to step out on your own.”

Karen Swim: Similar to Nate and Ginger’s recommendations, Karen suggested earning clients through the natural network of people you’ve worked with in the past (but making sure to have a clearly defined ask when presenting your ideas to work together). She also suggested to “go where the people you want to hire you are.” “Go there and put yourself out there,” she said.

Partnering to get the job done
It can seem daunting when a client asks for a project that requires many different skill sets for completion. Even if you have all the necessary skills ( think: video production, graphic design, copywriting expertise), you might not have the time to complete all the tasks necessary in a timely manner. Each of the panel members agreed that partnering was essential in this instance – you’re creating a team of allies

Ginger works with freelancers who are already in her professional network.
Understanding that it can be scary to lean on someone else, Karen advised to start small. “Don’t bring in a subcontractor and give them an entire project,” she said.

Kellye suggested asking PR peers who they’ve used for specific tasks.

Additional Solo PR Tips from the panel:

  • Never work for a conflicting client. If there was ever a hint of conflict – both parties need to be made aware. Always be upfront and transparent.
  • If working on retainer, provide a list of tasks/projects completed on your invoices.
  • When it comes to finances and legal – it’s important to have professional advice. Have an attorney and an accountant.
  • Always set goals with clients.

Helpful Tools:

  • Toggl – a free timekeeping tool with a small learning curve.
  • Freshbooks for accounting.
  • Wave –  free invoice-generating tool. Will automatically send invoices.

Q&A

Q)  A system for hourly tracking.
Karen: Get it in advance – has a client bill of rights. As part of the on-boarding has a list of things she needs from them and a process to follow (that’s their responsibility to give me the information so that I can manage their platforms)

Nate: hires an expert subcontractor to interview them on a basis to make sure we’re getting. It’s worked really well.

Q) How do you handle fees with subcontractors.
Karen: I don’t mark up at all.They give me their rate and I pay them. I don’t make them wait until my client pays me.

Ginger: I don’t markup either. Sometimes I tell the client that we have to contract a graphic artist.

Q) How do you “fire” a client?
Kellye: it is critical to the success of your business – you just have to part ways and move on.
Ginger: Sometimes the industry doesn’t work for your strengths – at the end of three months.
Karen: Sometimes it’s easy – an emotionally abusive client. The harder ones are more subtle – maybe you’re bored and you just can’t get excited about it, but you like the checks. Sort of examine why you’re feeling this way – maybe it’s a renegotiation. And make the leap – the moment you get rid of people who aren’t supposed to be there.

Hot topic: How do you price your services?

Q) Do you look at your market place?
Ginger: Ginger works with nonprofits – so she has a nonprofit rate.

Kellye: You can ask your fellow independent contractors. A lot of times people will tell you their rate. Think about what agencies are charging for their work. Don’t sell yourself short.

Karen: When I first started out I would have people tell me – you’re high. Others don’t apologize for their prices – there’s no sad face on your mortgage bill.  Nate: Agreed.

Super new people: When you’re starting an independent practice, people think they have to start low because they are new. But you’re not new to the world. It doesn’t matter that your experience was in the corporate world. You’re coming to the market place.

Q) Have you outsourced sales?
Karen: It’s relationship building … outsource tactical things instead of sales. The CEO doesn’t tend to the tactical work and is out. Committing to something is a great way to motivate you to grow.

Karen SwimKaren Swim
Karen Swim is the President of Words For Hire, a Public Relations and Marketing Communications company. Words For Hire provides public relations and marketing communications services to small-to-medium size businesses across the globe.Swim has more than two decades of experience in PR and marketing communications, sales management, and strategic marketing. She uses integrative problem solving to customize marketing and content solutions for clients. An award winning sales and marketing professional with a depth of business expertise, clients value Karen’s broad ranging knowledge, and commitment to helping them reach their goals.

Bearded NateNate Long
Nate Long is a strategic marketing consultant who specializes in digital and social media marketing. He’s helped more than 100 businesses gain exposure, increase sales and build critical relationships with customers, while re-branding companies and their websites. He launched Nate Long Marketing in April 2013 and now primarily serves the tourism, home automation and bio-tech industries with clients in Tallahassee, Fort Lauderdale, Aspen, Denver and Salt Lake City. Known to many by his Twitter handle @thePRguy, Long has been included in the “Top 100 Most Influential Tourism Professionals on Twitter” and Destination Marketing Association International’s 30 Under 30 Awards. While working for bio-tech start-up Vascular Health Sciences, Long drove sales and grew brand awareness through dramatic social media growth and more than 1.4 million PR-related impressions. He pioneered VISIT FLORIDA’s consumer targeted and B2B social media efforts and acted as a marketing consultant to VISIT FLORIDA’s nearly 12,000 industry partners, web affiliates and strategic alliances. Long also owns Florida-based Amplify Entertainment which, with more than 100 online five-star reviews, received the 2012, 2013, 2014 and 2015 WeddingWire Bride’s Choice award in Tallahassee while doubling growth three years in a row. His company performed nearly 150 events last year and has expanded to a team of eight DJs. The company was a finalist for an international EMMA for the innovative Hey DJ! Mobile Request System, which also won an FPRA Image Award.

Ginger-Broslat-Headshot_croppedGinger Broslat
A passionate and collaborative communicator, Ginger Broslat is a Public Relations and Marketing Consultant who works as an integral member of her clients’ teams. With a strong background in healthcare, economic development, publishing and nonprofit management, she is adept at visualizing the big picture, developing the creative concepts and tactical steps needed to achieve goals. Broslat approaches projects with a strategic end in mind. That practice has garnered numerous Image Awards from the Florida Public Relations Association on both local and state levels. She is currently pursuing a Master’s Degree in Strategic Public Relations through George Washington University. Broslat also uses her physical weakness with muscular dystrophy as strength to inspire and encourage others through motivational speaking. Lessons from those experiences were published in her book, Fall Therapy.

Kellye Crane headshot smKellye Crane
Kellye Crane is the founder of Solo PR Pro – the premier site for communications consultants – providing the tools, education, advocacy and community resources needed for indies to succeed and grow. A veteran and award-winning communicator with more than 20 years of experience – 19 of them solo – in strategic public relations and marketing communications, Crane has offered strategic planning, digital media, press/influencer relations and marketing communications services to some of the world’s largest companies, including The Coca-Cola Company, IBM, Intel, and Microsoft

 

58th Annual Golden Image Award Winners: An Evening with the Stars

GI LOGO

2015 GOLDEN IMAGE AWARD WINNERS
Presented by the Florida Public Relations Association

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DIVISION A: PUBLIC RELATIONS PROGRAM

Dick Pope All Florida Golden Image Award
KCCI Continuation Campaign
Taproot Creative

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Category: Community Relations

Golden Image Award
Summer of Dreams Community Relations Program for Fifth Third Bank
Costa Communications Group for Fifth Third Bank

Award of Distinction
StarMetro: Stuff the Bus Campaign
BowStern, City of Tallahassee Utility Marketing, StarMetro

Judges’ Award
Summer of Dreams Community Relations Program for Fifth Third Bank
Costa Communications Group for Fifth Third Bank

Judges’ Award
StarMetro: Stuff the Bus Campaign
BowStern, City of Tallahassee Utility Marketing, StarMetro

Category: Public Service

Golden Image Award
Seminole County Penny Sales Tax Public Information Campaign
Consensus Communications
Christina Morton, APR, Tre’ Evers

Award of Distinction
DRVN 850
City of Tallahassee

Award of Distinction
I’m In Campaign
Moore Communications Group

Award of Distinction
The Women’s Fund of Southwest Florida Human Trafficking Awareness
Priority Marketing, The Women’s Foundation of Southwest Florida

Judges’ Award
DRVN 850
City of Tallahassee

Judges’ Award
Cause for the Paws
Conric PR & Marketing, April Bordeaux

Category: Institutional

Golden Image Award
KCCI Continuation Campaign
Taproot Creative

Award of Distinction
Recruiting Spanish-speaking foster parents with PRIDE Costa Communications Group
for Community Based Care of Central Florida

Award of Distinction
Restoring Our Springs! Campaign
Melissa Gulvin, Robyn Felix, Allen Yarbrough

Award of Distinction
National Court Reporters Association: Take Note
BowStern, NCRA

Award of Distinction
From Workforce to CareerSource – CareerSource Citrus Levy
Marion Rebrand
Laura Byrnes, APR, CPRC CareerSource Citrus Levy Marion

Judges’ Award
Recruiting Spanish-speaking foster parents with PRIDE Costa Communications Group
for Community Based Care of Central Florida

Judges’ Award
Changing the World One Arm at a Time
UCF News & Information

Judges’ Award
A Special Place for Special Needs
Transitions Life Center
Ginger Broslat Communications, JJ Fields Design

Judges’ Award
KCCI Continuation Campaign
Taproot Creative

Judges’ Award
Join Our Team in 2014! Vote by Mail.
Vicki Davis, Supervisor of Elections; Kherri Anderson, Deputy of Elections Outreach

Judges’ Award
National Court Reporters Association: Take Note
BowStern, NCRA

Judges’ Award
KUA Movie in the Park Series
Chris M. Gent, APR, CPRC, Kayla Torpey, Kissimmee Utility Authority

Category: Public Information

Golden Image Award
SR 417 & SR 429 Speed Limit Increase
CFX Communications Team

Award of Distinction
Celebrity Chefs Take on the Big Apple
Caron Sjoberg, Steve Hayes
Brooke Fleming

Judges’ Award
National Red Ribbon Photo Contest
Salter>Mitchell
National Family Partnership

Judges’ Award
SR 417 & SR 429 Speed Limit Increase
CFX Communications Team

Judges’ Award
Celebrity Chefs Take on the Big Apple
Caron Sjoberg, Steve Hayes
Brooke Fleming

Category: Internal

Golden Image Award
ReciPe for Results 2014 Mid-Florida Local Image Awards
Heather Danenhower Nelson, APR Elaine DeLorio McClain, 2014 Image Committee

Award of Distinction
DigiTally Download Detectives
City of Tallahassee

Award of Distinction
On3PR FDAS Campaign
On 3 Public Relations, FDA Services

Judges’ Award
DigiTally Download Detectives
City of Tallahassee

Judges’ Award
FAU Harbor Branch eNews
Carin Campbell Smith

Judges’ Award
ReciPe for Results 2014 Mid-Florida Local Image Awards
Heather Danenhower Nelson, APR Elaine DeLorio McClain, 2014 Image Committee

Category: Promotional/Marketing

Golden Image Award
Sarasota: Where Artistic Expression and Inspiration Meet
Visit Sarasota County

Award of Distinction
University of Florida College of the Arts: Phantom of the Opera Promotional/Marketing Plan
Leah Craig, Holly Franklin

Award of Distinction
Send Your Self(ie) To Pensacola
Caron Sjoberg, Michelle Ortiz-Miguez, Steve Hayes

Judges’ Award
Manaphin – Mythical Creature Goes Viral
David Downing, Leroy Bridges, Glenn Bowman

Judges’ Award
Seeing the Vision Through the Fog of Construction
City of Tallahassee

Judges’ Award
University of Florida College of the Arts: Phantom of the Opera Promotional/Marketing Plan
Leah Craig, Holly Franklin

Judges’ Award
Music in the Village
Sunnyside Village

Category: Public Affairs

Golden Image Award
Moffitt Day 2015
Kimberly Polacek, APR

Award of Distinction
“Don’t Let Florida Go to Pot” Campaign
Moore Communications Group

Category: Special Events

Golden Image Award
Dave & Busters Grand Opening
Panama City Beach, Michelle Heatherly, Darby Underwood, The Axia Public Relations Team

Award of Distinction
Discover Cascades: Opening a 24-acre, $30 Million Park
Blueprint 2000, City of Tallahassee Leon County

Award of Distinction
Six Bends Grand Opening Week
Samantha Scott, APR, Lisa Davanzo

Judges’ Award
Dave & Busters Grand Opening
Panama City Beach, Michelle Heatherly, Darby Underwood, The Axia Public Relations Team

Judges’ Award
44th Delta Sigma Theta Southern Regional Conference
Estella Gray

Category: Other

Award of Distinction
Cocktails & Classics
Allison Alsup, Marionne Gapuz, Alisha Kinman

Judges’ Award
Veterans Day Home Giveaway One-Day Media Blitz for Meritage Homes
Costa Communications Group, Meritage Homes

Judges’ Award
Cocktails & Classics
Allison Alsup, Marionne Gapuz, Alisha Kinman

DIVISION B: PRINTED TOOLS OF PUBLIC RELATIONS

Grand Golden Image Award
Le Palais Royal
Elise Ramer, Jennifer McGuire, Rebecca Diehm

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Category: Annual Report

Award of Distinction
Report to the Community
Habitat for Humanity Sarasota Inc.

Award of Distinction
Dollars & Sense: Your Practical Guide to County Finances
Joseph Abreu, APR, Shai Francis, CPA, CGFO, CGMA

Category: Brochure

Golden Image Award
Rish Park Brochures
Agency for Persons with Disabilities Communications Office

Award of Distinction
Planning for the Future
Lauren Deiorio, Judi Zanetti

Judges’ Award
Rish Park Brochures
Agency for Persons with Disabilities Communications Office

Category: Magazine

Golden Image Award
Florida High Tech Corridor Council’s florida.HIGH.TECH 2014
Curley & Pynn

Category: Newsletter

Award of Distinction
Perspective: Special Edition
University of Florida College of Design Construction and Planning

Category: Poster and Calendar

Award of Distinction
2014 Calendar of Energy Conservation
Chris M. Gent, APR, CPRC, Kayla Torpey, Kissimmee Utility Authority

Category: News Release

Golden Image Award
Le Palais Royal
Elise Ramer, Jennifer McGuire, Rebecca Diehm

Award of Distinction
Marion County Animal Services Microchip Success News Release
Elaine DeLorio McClain, Marion County Animal Services

Judges’ Award
Marion County Animal Services Microchip Success News Release
Elaine DeLorio McClain, Marion County Animal Services

Judges’ Award
Le Palais Royal
Elise Ramer, Jennifer McGuire, Rebecca Diehm

Category: Specialty Items

Award of Distinction
Cascades Park Passport
City of Tallahassee

Category: Other

Award of Distinction
Absentee Mailer Postcard
Lesli Swan, Stephanie Nelson, Michelle Fields

Award of Distinction
CareerSource Citrus Levy Marion – Career Resource Guide
CareerSource Citrus Levy Marion, Ocala Star-Banner

DIVISION C: AUDIO/VISUAL/ONLINE TOOLS OF PUBLIC RELATIONS

Grand Golden Image Award
RTI Surgical myRTI extranet launch
RTI Surgical, Global Communications Team

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Category: Online Audience Engagement

Golden Image Award
Restoring Our Springs! Social Media Campaign
Michele Sager, Allen Yarbrough, Robyn Felix

Award of Distinction
Back-to-School Campaign – Online Audience Engagement for Goodwill Industries of Central Florida
Costa Communications Group

Award of Distinction
Perfect South Walton Path
Jon Ervin, Angela Vaughn

Judges’ Award
Restoring Our Springs! Social Media Campaign
Michele Sager, Allen Yarbrough, Robyn Felix

Judges’ Award
Perfect South Walton Path
Jon Ervin, Angela Vaughn

Judges’ Award
A View of 9-11 From the Only American in Space
Christine Selby Regan

Category: Online Promotion

Golden Image Award
Cascades Park Online Promotion
City of Tallahassee

Judges’ Award
Cascades Park Online Promotion
City of Tallahassee

Judges’ Award
Hometown America: Florida Eblast Campaign
BowStern

Category: Online Newsletter

Award of Distinction
Kennedy Space Center Spaceport Magazine
Chris Hummel, NASA Managing Editor; Frank Ochoa-Gonzales, Editor Abacus Technology;
Linda Herridge, Assistant Editor, Abacus Technology

Judges’ Award
Kennedy Space Center Spaceport Magazine
Chris Hummel, NASA Managing Editor; Frank Ochoa-Gonzales, Editor Abacus Technology; Linda Herridge, Assistant Editor, Abacus Technology

Category: Video – Internal

Golden Image Award
DigiTally Detectives Video Evidence
City of Tallahassee

Judges’ Award
DigiTally Detectives Video Evidence
City of Tallahassee

Category: Video – Public Service/more than one minute

Award of Distinction
DRVN 850 Public Service Announcement Videos
City of Tallahassee

Judges’ Award
DRVN 850 Public Service Announcement Videos
City of Tallahassee

Category: Video – Public Service/one minute or less

Judges’ Award
2014 Indian River Lagoon Science Festival
Erick Gill

Category: Video – Institutional

Golden Image
The Springs Team Video
Michele Sager, Alex Gazio, Robyn Felix

Award of Distinction
The Power of Potential
Transitions Life Center
Ginger Broslat Communications Waterlight Multimedia Brenden Martin

Award of Distinction
Q4 CEO Video Series
Chris M. Gent, APR, CPRC, Kayla Torpey, Kissimmee Utility Authority

Judges’ Award
Mission Video
Habitat for Humanity Sarasota Inc.

Judges’ Award
The Springs Team Video
Michele Sager, Alex Gazio, Robyn Felix

Judges’ Award
The Power of Potential
Transitions Life Center
Ginger Broslat Communications, Waterlight Multimedia,  Brenden Martin

Category: Video – Promotional/Marketing

Award of Distinction
Spada Salon & Spa
CONRIC PR & Marketing

Category: Video News Release

Golden Image Award
Six-Year Old Saves Pennies to Support NASA
Sarah Hansen, Andrea Farmer, Dana Marciniak

Award of Distinction
Discover Cascades Online Announcement
City of Tallahassee

Judges’ Award
Discover Cascades Online Announcement
City of Tallahassee

Category: Website

Golden Image Award
RTI Surgical myRTI extranet launch
RTI Surgical Global Communications Team

Award of Distinction
Southwest Florida International Airport Website Redesign
Lee County Port Authority Public Affairs Team

Award of Distinction
Moore Communications Group Website
Moore Communications Group

Award of Distinction
School Employee Saver Website
Salter>Mitchell, Independent Benefits Council

Award of Distinction
Florida High Tech Corridor Website
Curley & Pynn

Category: Presentation

Award of Distinction
MetroPlan LIVE! Interactive Town Hall
Cynthia Lambert, APR, Mary Ann Horne, MetroPlan Orlando

Category: Other

Award of Distinction
JHS Interactive Benefits Reference Guide
FBMC Benefits Management

DIVISION D: STUDENT PROJECTS IN PUBLIC RELATIONS

Category: Public Relations Campaign

Golden Image Award
FGCU FPRA Internship Fair 2014
FGCU FPRA Board of Directors 2014-2015

Award of Distinction
Imagine … a place called Home!
University of Florida Bateman Team

Member of the Year Recipient

Congratulations to Member of the Year, VP of Golden Image Terri Behling, APR, CPRC.

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This year, Behling went above and beyond what was expected, and exceeded all of her goals. She took an already jam-packed job and added still more to her plate and never looked back.

Last year, FPRA changed its Golden Image entry process to an all-electronic version. And this year the board decided to let the local chapters try it too.

The problem was that they needed a place to upload all those entries. So, our Executive Director, Cheray Keyes-Shima, APR, CPRC, with input from this member, designed and created a new Image website that was used to upload the local entries.

Behling was hoping to increase the number of chapter’s participating in the electronic entry by 50% or from 4 to 8 and exceeded it! All chapters with local Image competitions participated in the online process – 12 out of 15 chapters!

Because of this change, the number of 2015 local Image entries was up by 4.6% for a total of 261 entries!

Because last year’s Golden Image was so successful, her goal was to maintain the same number of Golden Image entries as last year, but we saw a small increase in entries, which was a welcome surprise.

She visited six local chapter Image Award ceremonies, worked closely with our out of state Golden Image judges to collect our list of winners, planned all of this you see before you, assisted Carole Savage, APR, CPRC with the FPRA Walk of Fame star orders, and most importantly, helped with the planning of the inaugural Golden Image After Party.

 

 

Doris Fleischman Award Recipient

Congratulations to this year’s Doris Fleischman Award recipient, Kara Winton, APR, CPRC of the Southwest Florida Chapter.

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Winton has been an integral part of her chapter’s accreditation process for the past six years and has served as chair for the past five of those years. For those who don’t know, an accreditation chair is inherently an unsung hero position. It requires a tremendous undertaking and time commitment with 10 weeks of three-hour weekly study sessions as well as readiness reviews and answering nonstop questions from candidates in the process.

Winton’s commitment to FPRA and the PR profession are unwavering, shown by her countless hours spent preparing to lead APR study sessions, setting up readiness reviews, calling on candidates and even setting up mini reviews for candidates who have completed the review sessions, but need a little encouragement to move forward with the readiness review or exam. She not only leads the process but is personally invested in each and every candidate, often calling them to offer a word of encouragement or providing extra support in study materials or sessions.

She is always there to answer questions, meet to discuss anything public relations related and more. Under her leadership, accreditation flashcards and a video have been developed. According to her chapter president, this individual consistently goes above and beyond, exudes PR professionalism and is the queen of AP Style.

Currently an adjunct professor of public relations at Florida Gulf Coast University, Winton has been a member of FPRA since 2000. She not only encourages others; she leads by example. Since joining FPRA, she has received her APR, CPRC and Master’s degree in public relations.

 

About the Doris Fleischman Award

FPRA’s Doris Fleischman Award is intended to honor the unrecognized contributions an individual member has made to the public relations profession and/or to FPRA. In essence, this is an “unsung” hero award intended to reward that individual who consistently provides support and assistance to the Association.

The award was established to honor the achievements and contributions of Doris Fleischman, business partner and wife of Edward L. Bernays, the “father” of public relations. It honors those FPRA members who, like Ms. Fleischman, make contributions to the field of public relations through consistent, tireless efforts. It is meant to honor a member for his/her “behind the scenes” work and FPRA volunteer efforts that often go unnoticed by chapter members.

The John Dillin Professional Award Recipient

Congratulations to the recipient of the Florida Public Relations Association’s 2015 Dillin Award recipient, Trish Ridgway-Kapustka, APR, CPRC from the Jacksonville Chapter.

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Ridgway-Kapustka has more than 25 years of experience in strategic integrated communications, including leadership positions within agency, corporate and non-profit organizations. She is the Principal, consultant and owner of TLK Communications, founded in 2012, and owner/operator of Edible Arrangements franchises in Jacksonville, Gainesville and Ocala. Hmmmm… maybe next year’s Dillin Dessert could be chocolate covered strawberries!

In more than 21 years of membership with FPRA, Ridgway-Kapustka has demonstrated extraordinary talent as a public relations, marketing and communications professional – influential, ethical and well respected by peers as an entrepreneur, business leader and visionary. Her volunteer leadership for FPRA demonstrates a deep commitment to the profession but, equally important, to professionalism and managerial skills as a whole.

Ridgway-Kapustka is a leader, having shown outstanding leadership in their home chapter as chapter president and in numerous roles throughout the years. Furthermore, she also served as FPRA State President and again in numerous roles on the state level.

Too many times leaders fall off on their volunteerism after their term as president ends. That has certainly not been the case with Ridgway-Kapustka. Her willingness to serve and passion for our Association has been demonstrated in so many ways throughout the years. In addition to mentoring future chapter leaders and stepping up whenever needed by the local chapter, she has spent many years championing Golden Image Awards, accreditation and certification, and has encouraged participation in our Florida Public Relations Education Foundation campaign. As state president, she worked to establish more focus on student chapter involvement and development throughout the state.

Even when not serving in an official FPRA leadership role, Ridgway-Kapustka has stepped up time and time again to help the Jacksonville chapter and volunteer their time selflessly. She is an enthusiastic leader and passionate about seeing FPRA succeed for our members and profession.

A graduate of the University of Florida and respected business leader, Ridgway-Kapustka has served in many leadership roles at the executive level in several high-impact organizations and events in the business community. She was honored in Jacksonville with the Lifetime Achievement Award and has been recognized with numerous leadership and professional recognition. She was also awarded FPRA’s 2013 Member of the Year Award, one of the Association’s highest honors.

The awards honor her work and passion, but Ridgway-Kapustka’s biggest success in life is her willingness to share her time and knowledge freely to her peers.

It was Winston Churchill who said, “We make a living by what we get, but we make a life by what we give.” Giving back is what this individual does better than most.

For her many and significant contributions to this Association, her outstanding leadership, demonstrated enthusiasm, extraordinary involvement and loyal support, please join me in congratulating the recipient of our 2015 Dillin Award: Trish Ridgway-Kapustka, APR, CPRC of our Jacksonville Chapter.

About the John Dillin Professional Award

The John Dillin Professional Award for service to the Florida Public Relations Association has been established as the highest, most prestigious award of the Association. The award honors the spirit and dedication of FPRA’s first President and founder, Lt. Col. John Dillin, and his lifetime of service to and support of this Association. The purpose of this annual award is to recognize an FPRA member for his/her outstanding contribution to the Association and the field of public relations.

Nominees for this award must have a minimum of 10 years of active membership in the Association and have made outstanding and long-lasting contribution to FPRA and to the public relations profession in ways other than as an FPRA officer. Simply put, these individuals aren’t afraid to get their hands dirty and work in the trenches.

General Session Luncheon: How to Write Short: Word Craft for Fast Times

By Amanda Handley (Capital Chapter)

FPRA15_0530“The association of good writing with long writing is misunderstood and misapplied,” said Roy Peter Clark at the beginning of his session on how to write well and short in today’s face-paced culture.

He shared how a relative of his once pointed out that 1,000 words (the value of a picture) is actually quite a lot of words. In fact, if you look at some of our most important pieces of writing (The Hippocratic Oath, Psalm 23, the Gettysburg Address, the Preamble to the U.S. Constitution, any of Shakespeare’s sonnets, the Lord’s Prayer and the last paragraph of Dr. King’s “I Have a Dream” speech) you’re still under 1,000 words. Clark stated we have always used the shortest language to communicate the most important things.

With the understanding that one can, in fact, write something well in short form, Clark began to explore what makes a good story. He realized there is a stark difference between a report and a story. They are different in purpose: a report simply relays facts, usually with the most important facts coming first. The primary purpose of a report is the efficient delivery of information to an audience that can act on it. A story, however, expands our experience. He said, “The point of a story is not to point you there but to put you there.” And the parts that make up a report can be translated into a story:

  • Ÿ Who becomes characterization.
  • Ÿ What becomes actions and the scene.
  • Ÿ When becomes the setting.
  • Ÿ Why becomes motive.
  • Ÿ How becomes description.

Clark discussed the ladder of abstraction and said “it is the job of the skillful communicator to master both the top (ideas and concepts) and the bottom (things we can see and feel).” To write short and to write well, Clark offered two foundations: emphatic word order and juke-joint juxtaposition.

Emphatic word order
Consider the order of the words in sentences and paragraphs. The end of a sentence is the most powerful, important location, and the middle is the least important. But the end of a paragraph is even more important than the end of a sentence. Clark explained, “The end of a sentence is a stop sign. The end of a paragraph is a stop light.” Beyond that, he also said white space is the most important form of punctuation.

Juke-joint juxtaposition
Put words and phrases next to each other in unexpected ways that create the most impact. Sometimes, simply pairing seeming-opposites (like “Buffy the Vampire Slayer” instead of “Vlad the Vampire Slayer”) is impactful. Other times, using parallel structure and unlikely pairs is the way to go (“float like a butterfly, sting like a bee”).

Take-away message for public relations professionals and all communicators: the power of a story can be delivered in 140 characters.

 

Roy_Peter_ClarkRoy Peter Clark has taught writing at Poynter since 1979. Over three decades he has served the institute as dean, vice president, senior scholar, and member of the Board of Trustees. Clark has written or edited 17 books on writing and journalism, the most popular and influential being “Writing Tools: 50 Essential Strategies for Every Writer.” Podcasts of the book have been downloaded more than a million times. The New York Times Book Review praised Clark’s book “The Glamour of Grammar” as “a manual for the 21st century.” His most recent work includes the book “Help! For Writers,” for which there is a mobile application, and “How to Write Short: Word Craft for Fast Times.” Born in New York City, Clark attended Catholic schools through his graduation from Providence College in 1970. He earned a Ph.D. in English from Stony Brook University. He began his teaching career in He was hired in 1977 by the St. Petersburg Times as one of America’s first writing coaches.He is the founding director of the National Writers Workshops. His work has been featured by NPR, “Today,” and “The Oprah Winfrey Show.” He was selected as a distinguished service member of the American Society of News Editors, and was inducted into the Features Hall of Fame. He has received an honorary degree from Goucher College and served as a writer-in-residence at Vassar College. Clark has played in rock bands since high school and often uses music to illustrate strategies of reading and writing.

Breakout 5B: Modern Family – How Putting The Consumer First Leads to Big PR Wins

FPRA15_0584By Mary Ann Horne (Orlando Area Chapter)

“It’s all about listening to our consumers,” according to Carole Munroe of Walt Disney World, where consumer-centric marketing is always “top-of-mind.”

At large and small organizations, she said, we can always ask consumers questions and listen to them. Munroe stressed that her advice – illustrated with photos and videos from Disney promotions – applies to companies that don’t happen to have all the resources of Disney.

One of Disney’s challenges is trying to find new ways to tell their story and be relevant. This can also be true for all kinds of companies. Munroe says it’s key to keep your core essence, while you figure out new ways to connect.

Most Disney ad campaigns and promotions “touch upon those emotional moments– not being so product-focused but focusing on the experience.”

In most businesses, as at Disney, families are different and coming to us for different reasons, Munroe said. The best approach is focusing on those who are most engaged and figuring out how to capitalize on them while finding ways to reach out to other consumers.

Disney wants to recognize and celebrate those differences. As Munroe put it: Same story, different angle.

Among the top ways Disney gains consumer insights are:

  • Ÿ Research.
  • One-on-one conversations.
  • Online listening.
  • Finding the right message for the right consumer.
  • Trying always to improve efficiency and relevance.

Munroe advises staying aware that consumers have different sources of information and entertainment. She then asked a series of questions of audience members to illustrate this: Who has cut the cable TV connection? How many of us get most of our news from Twitter? Who gets entertainment from an Xbox or other device, instead of television?

She told PR professionals to think in terms of an “umbrella message” and more direct messages. We can segment the audiences and bring the message to everyone differently, she said. We need an overarching message that expresses the organization’s core–then we can speak to each member of the family directly.

“If we’re doing our job right, it’s seamless,” Munroe said.

During the presentation, Munroe revisited Disney promotions such as “Year of a Million Dreams,” “Show Your Disney Side” and “Coolest Summer Ever.”

Different family types come to Disney with different expectations.

“When we listen … we’re able to talk to them in a way that makes them say, ‘You get me.’”

She offered these Disney campaign examples targeting various consumers:

  • ŸPreschool families – A stronghold for the theme parks, these families are experiencing a lot of things for the first time. The campaign focused on that “magical moment” when that child is just tall enough to ride the “fast” rides.
  • Tweens and teens – These young consumers can be a challenging market, so Disney focused on making them comfortable with “being in both worlds” as children and almost-adults. Speaking to their need for family time in an “authentic voice,” Disney asked teenagers to tell their own Disney stories in short films.
  • Multicultural families – To celebrate cultural differences, a campaign featured an extended Hispanic family visiting the parks — letting all generations speak in authentic accents. Munroe said the most important thing with this kind of tricky marketing is to “keep it real.”
  • Active grandparents – A very loyal audience, these over-50-year-olds come to the parks with or without their younger family members. The campaign focused on the kid inside all of us, playing to a generation who grew up with the Disney brand and now wants to experience it with kids and grandkids.

Media clips from the past year underscored Disney’s success in getting noticed in all these sectors.

Thinking realistically about the audience allows us to create more and better content, particularly through social media, Munroe said. It promotes social engagement, helps us learn from consumers and leads to even stronger campaigns in the future.

 

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Carole Munroe
Director of Public Relations, Walt Disney World Resort

As director of Public Relations for the Walt Disney World Resort, Carole Munroe is the site leader for all domestic, international and multi-cultural public relations opportunities impacting the entire destination, which includes four Walt Disney World theme parks, 25 owned and operated resort hotels, two water parks, two full-service spas, the ESPN Wide World of Sports facilities and Downtown Disney (Disney Springs) entertainment, dining and retail complex. Munroe and her team also support other Disney Destinations businesses Disney Cruise Line, Adventures By Disney, Disney Vacation Club and Disney’s Fairytale Weddings. Munroe leads the PR launch of marketing campaigns for new Parks businesses, attractions and hotels and develops campaigns to help sustain Walt Disney World Resort as the #1 family vacation destination in the world. Informed with consumer insights, Munroe and her team efficiently leverage consumer-centric communications channels for video, audio, print, online, photography, and social media engagement with news media, bloggers and directly with consumers. As part of her role, Munroe also adeptly leads all major corporatepriority Walt Disney World press events, which often include executive engagement of top leadership of The Walt Disney Company. Career milestone as a PR and marketing executive include securing broad national and international media coverage as well as targeted segment coverage supporting the launch of My Magic+, Disney’s award-winning vacation planning technology platform; Disney Cruise Line; Disneyland Paris opening; grand opening of Disney’s Animal Kingdom; grand opening of New Fantasyland; working with the White House on visits by two different presidents; multi-cultural marketing that helped secure attendance growth records for Hispanic and African-American guests; launching Disney’s Dreamers Academy with Steve Harvey and Essence Magazine; two Quinceañera specials; a five-year run of an annual music festival with Univision Network, and international marketing successes in Latin America, Canada, United Kingdom and Germany. Munroe’s leadership style is built on respect, open strengths and diversity. Her signature strengths are achiever, ideation, individualization, input and strategic. Throughout her Disney career, Munroe has worked synergistically with all segments of The Walt Disney Company including global offices. She has successfully secured national media coverage for Disney Consumer Products and The Walt Disney Studios. Prior to her current role, Munroe was Broadcast Alliances Director for Disney Parks and was responsible for building relationships with network executives and producers; brainstorming, pitching and executing show concepts and promotions to national cable networks as earned media engagement. Successes included one-hour specials with The Oprah Winfrey Show, The Ellen DeGeneres Show, Univision, Telemundo, Discovery Channel, Travel Channel, Food Network, HGTV, TV One, and BET, some of which are still on the air today. Prior to focusing on non-Disney owned media, Munroe also led the Broadcast Partnerships team responsible for creating and maximizing synergy opportunities with Disney owned networks including ABC, Disney Channel Lifetime, ESPN and Disney syndicated programming. Munroe graduated from The University of Georgia with a degree in journalism and has worked in various news positions including newspaper, radio and television. Her news work in Kentucky and Orlando earned top awards from The Associated Press and the Society of Professional Journalists. Prior to joining Disney, Munroe worked in public relations for The University of Alabama, where she also taught broadcast journalism part-time. She is the recipient of Ebony Magazine’s Women in Marketing and Communications Award, the National Association of Black Journalists Pat Tobin Award for Outstanding Public Relations executive, a PRSA Bronze Anvil Award, several Telly Awards and a Big Apple Public Relations Award. She has been a speaker at the Entertainment & Marketing Conference, ANA Conference, and Florida Public Relations Association. She  currently serves on the Alumni Board of The University of Georgia College of Journalism and Mass Communication, the board of the Central Florida Holocaust Center and the national Hispanicize Conference. In her spare time, Munroe has a passion for movies, music, yoga, and travel. She is also a committed mentor.