2016 Welcomes an Updated APR Exam

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Considering becoming Accredited in Public Relations (APR)? No better time than 2016! Getting your APR shows your commitment to the PR profession, designates you as a competent PR leader, gives you an opportunity to challenge yourself and provides you with a professional designation that can be meaningful to both current and future employers.

The APR process, especially the computer-based Exam, is always being tweaked – but every several years, a major review takes place. This review was just completed and resulted in some important realignments starting in 2016. The good news? The updates mean you’re being assessed on a streamlined set of objectives more relevant to your daily practice.

 

Two-step process

There are two main steps to becoming an APR: a Readiness Review (RR) and a computer-based Exam (CBE). The Readiness Review is an opportunity for APR candidates to present a comprehensive PR plan in a portfolio format to a panel of three APRs. The CBE is a multiple-choice Exam of about 140 questions that assesses the candidate’s knowledge, skills and abilities (KSAs) in various areas. All of this work is overseen by the Universal Accreditation Board (UAB), which includes representatives from eight PR associations – including FPRA – that banded together in 1998 to offer the universally accepted APR professional credential.

For the past year, the UAB has been comparing what PR practitioners actually do with what is assessed on the CBE. The result was a realignment of the KSAs to better reflect what we, as PR professionals, face every day. For the past several years, the KSAs fell into ten categories, with 43 learning objectives. Starting in 2016, the KSAs will cover six categories with a total of 31 learning objectives.

 

Differences in Organization and Emphasis

There’s quite a bit of overlap between the older KSAs and the 2016 update, but they are organized and emphasized a little differently. The 2016 Exam assess KSAs in these proportions: RACE or RPIE (33%); Leading the Public Relations Function (18%); Managing Relationships (15%); Ethics/Law (13%); Managing Issues and Crisis Communications (13%); Understanding Communications Models, Theories and History of the Profession (8%).

Because of this update to the KSAs, Exam questions needed to be revised to ensure they covered all the right areas in the proper proportion. This revision process was quite extensive, field-testing dozens of new Exam questions through a Beta Exam process, engaging the expertise of a psychometrician, and hours of analysis and review by various UAB work groups. This summer, more than 100 PR professionals around the country took the Beta Exam, which included both old and new questions – and many more questions than are typically on the CBE. Those Beta results were analyzed and the result was the updated Exam, which will launch in 2016. Many thanks to the PR professionals who went through the Beta process so this update could become a field-tested reality, including 5 FPRA members who received their APR as a result.

 

Steps to Follow

If you feel you’re ready to take the next step in your professional development by pursuing your APR, here’s what to do:

  1. Submit an application to the UAB with the $385 fee (FPRA provides a $100 rebate to candidates who sit for the exam (and pass) within 30 days of completing the Readiness Review or the chapter’s APR study session). You have one year from acceptance of your application to complete the entire process, so wait to apply until you are ready. You must be a professional member of FPRA (or one of the other UAB organizations) to get your APR.
  2. Study – with a cohort, online, with a mentor, using resources offered through FPRA and the UAB.
  3. Schedule and participate in the Readiness Review, where you submit information in advance and present a comprehensive PR plan in-person to a panel of three APRs. They ask you questions to assess your knowledge, skills and abilities that cannot be judged in the computer-based Examination.
  4. Complete the computer-based Exam. This multiple choice, taken at a professional testing facility in your area, Exam uses questions and scenarios to assess six areas considered critical for public relations professionals.
  5. To maintain your APR, you must complete a maintenance form every three years outlining your professional activities, pay a $50 fee and remain a member of one of the participating organizations.

 

When You’re Ready…

APR is considered the professional credential for public relations practitioners. Its purpose is to unify and advance the public relations profession by identifying those who have demonstrated broad knowledge, experience and professional judgment in the field. When you are at a point in your career when you have served as a strategic communications advisor, have a broad range of knowledge and skills, and are ready to prepare for an oral presentation and computer-based exam to demonstrate your PR knowledge, skills and abilities – pursue your APR!

Detailed information about the process is available at www.praccreditation.org. To find out more about FPRA support options, contact your chapter’s Accreditation Chair or Vice President of Accreditation and Certification Ryan Gerds, APR, CPRC, at rgerds@rtix.com.

Take the Annual Conference Survey!

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Help us plan for next year’s Annual Conference and you just might win a $25 gift certificate to the FPRA store! Click HERE to take the survey.

Don’t miss the 2016 Annual Conference, August 7-10, 2016 at Innisbrook Golf & Spa Resort, Tampa. Visit fpra.org or click here for more information.

 

Webinar Series: The Ins & Outs of Facebook Advertising: What PR Pros Should Know

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The Ins & Outs of Facebook Advertising:
What PR Pros Should Know 

Oct. 29, 2015 | 11:30 a.m. to 12:30 p.m. EST

$25 for Members | $75 for Non-members
Discount Code: Target (Members Are Verified)

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Over 1 billion users and the ability to precisely target almost anyone? What’s not to love about Facebook Advertising? With Facebook Ads, PR pros can expand the reach of their digital campaigns and drive ROI that is easy to measure. Upgrade your Facebook Ad know-how beyond clicking “Boost Post,” and learn the strategies for success that make it impossible to fail so that you can leverage this platform for your company and your clients.
  

Takeaways from this webinar are:

  • How to create campaigns that generate ROI
  • The secret optimization strategy that works for every campaign
  • How to reach the perfect target audience

JSpivakisJennifer Spivakis a digital marketing specialist with seven plus years of experience driving digital campaigns for brands and individuals looking to sell products and services online. She is a marketing instructor and curriculum architect at the Startup Institute, and has been recognized by PR News’ Digital PR Awards and PR Daily’s Social Media Awards. Merging her background in PR and love of analytics, Jennifer specializes in creating engaging, on-brand Facebook Advertising campaigns that drive cost-efficient results and positive ROI.

 

To ensure an interactive and efficient program, virtual seats are limited. Registration is expected to fill up fast so don’t delay and register today!

Congratulations new APRs!

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Congratulations to the following public relations professionals who earned professional public relations accreditation and received the designation of Accreditation in Public Relations (APR):

 

Francesca DonlanFrancesca Donlan, APR
Communications Manager
Lee County Visitors & Convention Bureau
Southwest Florida Chapter

 

 

 

Dayna HarpsterDayna Harpster, APR
Editor of Expressions Magazine
WGCU Public Media at Florida Gulf Coast University
Southwest Florida Chapter

 

 

 

Jenn PetionJenn Petion, APR
Director of Community and Government Relations
Partnership for Strong Families
Gainesville Chapter

 

 

 

Scott SchroederScott Schroeder, APR
Vice President of Operations
Liquid Creative Studio
Gainesville Chapter

 

 

 

Tiffany WhitakerTiffany Whitaker, APR
Director of Business Development and Client Services
Pushing the Envelope, Inc.
Southwest Florida Chapter

 

 

 

Accreditation is offered through the Universal Accreditation Board (UAB) to members of participating organizations, including FPRA. Though five years of public relations practice was previously required, ALL members are eligible regardless of years of experience. However, the objective, multiple-choice, computer exam does test a variety of knowledge, skills and abilities, so members interested in seeking accreditation need to be prepared in a variety of skill areas.

For more information on Accreditation and Certification, as well as any available chapter or State Association rebates, please contact your local Accreditation and Certification Chair or Ryan Gerds, APR, CPRC, VP Accreditation/Certification at rgerds@rtix.com.

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.

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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

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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.

FPRA15_0811

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.