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August 4-7, 2024

Grand Hyatt Tampa Bay

REACH NEW PROFESSIONAL HEIGHTS

AT THE PR & COMMS SUMMIT


FPRA has brought together public relations, marketing, advertising, and communication professionals at all levels to stay on top of the latest communication trends while honing the comms skill set needed for success. Use the program below to help navigate your summit experience.

Don’t forget to give session feedback under each speaker’s profile. Feedback for the overall conference this year is available here.

 

Saturday, August 3
 

5:00pm EDT

LeadershipFPRA Class VII Graduation
Saturday August 3, 2024 5:00pm - 6:30pm EDT
LeadershipFPRA Class VIII members will celebrate completion of their LeadershipFPRA experience with hors d’oeuvres, drinks or Champagne and a group photo. This event is by invitation only for class members and their guests.
Saturday August 3, 2024 5:00pm - 6:30pm EDT
Wilson's Plover-14th Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America
 
Sunday, August 4
 

9:00am EDT

Student Field Trip
Sunday August 4, 2024 9:00am - 11:45am EDT
Student attendees will experience a behind-the-scenes tour of Raymond James Stadium, home of the Tampa Bay Buccaneers, as well as a presentation from the chief communications officer for the Buccaneers and a Q&A session with the Buccaneers PR team in the press conference room. An additional presentation and Q&A session with Visit Tampa Bay will round out this fantastic experience.
Sunday August 4, 2024 9:00am - 11:45am EDT
Raymond James Stadium 4201 N Dale Mabry Hwy, Tampa, FL 33607

12:00pm EDT

LeadershipFPRA Orientation Class IX
Sunday August 4, 2024 12:00pm - 3:00pm EDT
LeadershipFPRA Class IX members will meet for the first time to learn about the opportunities and takeaways planned in the coming year. This interactive and engaging orientation will lay the foundation for the program while building camaraderie. Class members will learn about the sessions, speakers and field trips to come in their LeadershipFPRA experience
Sunday August 4, 2024 12:00pm - 3:00pm EDT
Wilson's Plover-14th Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

12:00pm EDT

Registration & FPRA Store Open
Sunday August 4, 2024 12:00pm - 5:00pm EDT
Sunday August 4, 2024 12:00pm - 5:00pm EDT
Audubon Foyer 2900 Bayport Drive, Tampa, FL 33607, United States of America

2:00pm EDT

The Value of Earning Accreditation
Sunday August 4, 2024 2:00pm - 2:45pm EDT
Earning your Accreditation in Public Relations (APR) is a mark of distinction for those who demonstrate a commitment to the profession and ethical practice of public relations. Find out how you can join the nearly 5,000 PR professionals worldwide who have earned this credential.
Speakers
Sunday August 4, 2024 2:00pm - 2:45pm EDT
Roseate Spoonbill- Second Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

2:45pm EDT

The Value of Earning Certification
Sunday August 4, 2024 2:45pm - 3:30pm EDT
Have you earned your APR? Take your distinction further by becoming a Certified Public Relations Counselor (CPRC). This informative session will help you understand how to prepare for the CPRC exam. To sit for the exam, you must have your APR designation and at least 10 years of experience in public relations.
Speakers
Sunday August 4, 2024 2:45pm - 3:30pm EDT
Roseate Spoonbill- Second Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

3:45pm EDT

Outgoing Executive Committee Meeting
Sunday August 4, 2024 3:45pm - 4:15pm EDT
This meeting is for outgoing 2023-2024 FPRA State officers.
Sunday August 4, 2024 3:45pm - 4:15pm EDT
Snowy Egret (North and South)- Second Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

4:30pm EDT

Incoming Executive Committee Meeting
Sunday August 4, 2024 4:30pm - 5:00pm EDT
This meeting is for incoming 2024-2025 FPRA State officers.
Sunday August 4, 2024 4:30pm - 5:00pm EDT
Snowy Egret (North and South)- Second Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

6:00pm EDT

President's Welcome Reception
Sunday August 4, 2024 6:00pm - 8:00pm EDT
Welcome to the PR & Comms Summit – FPRA’s 85th Annual Conference! Join your colleagues as FPRA State President Wendy Crites Wacker, APR, CPRC, launches the conference with an evening of food, drinks and networking.
Sunday August 4, 2024 6:00pm - 8:00pm EDT
Skylark and Terrace- 14th Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America
 
Monday, August 5
 

7:00am EDT

Registration, FPRA Store & Exhibits Open
Monday August 5, 2024 7:00am - 5:00pm EDT
Monday August 5, 2024 7:00am - 5:00pm EDT
Audubon Foyer 2900 Bayport Drive, Tampa, FL 33607, United States of America

7:30am EDT

Leadership FPRA Alumni Coffee Meetup
Monday August 5, 2024 7:30am - 8:20am EDT
Calling all LeadershipFPRA alumni to join us for an informal get together. No agenda, just networking and an opportunity to discuss the future of a LeadershipFPRA alumni association.



Monday August 5, 2024 7:30am - 8:20am EDT
Pelican

7:30am EDT

Coffee & Networking
Monday August 5, 2024 7:30am - 8:20am EDT
Start your day with a cup of coffee or tea and a chance to meet your colleagues and friends in the PR and communications field and visit with our sponsors and exhibitors.
Monday August 5, 2024 7:30am - 8:20am EDT
Audubon Foyer 2900 Bayport Drive, Tampa, FL 33607, United States of America

7:40am EDT

Past Presidents' Council Breakfast & Meeting
Monday August 5, 2024 7:40am - 8:20am EDT
All past state presidents in attendance are invited to discuss matters concerning the Association and the Florida Public Relations Education Foundation. This meeting is chaired by FPRA’s Immediate Past President, Jay Morgan-Schleuning, APR, CPRC.
Monday August 5, 2024 7:40am - 8:20am EDT
Roseate Spoonbill- Second Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

8:30am EDT

Welcome & Annual Meeting
Monday August 5, 2024 8:30am - 8:45am EDT
Come together as VP of Annual Conference Elise Ramer, MBA, APR, CPRC, opens the PR & Comms Summit – FPRA’s 85th Annual Conference. During this year’s Annual Business Meeting led by FPRA State President Wendy Crites Wacker, APR, CPRC, the membership will vote on the presented slate of officers for the 2024-2025 year as well as other matters.
Monday August 5, 2024 8:30am - 8:45am EDT
Audubon ABC

8:45am EDT

APR & CPRC Recognition
Monday August 5, 2024 8:45am - 9:00am EDT
The annual business meeting will close with the recognition of newly Accredited and Certified members led by VP of Credentialing Kevin Christian, APR, CPRC.
Speakers
Monday August 5, 2024 8:45am - 9:00am EDT
Audubon ABC

9:00am EDT

Opening Session- Dillin Keynote- Communicating Disney's Impact in Florida
Monday August 5, 2024 9:00am - 10:00am EDT
Walt Disney World Resort is among the largest employers in Florida and an economic catalyst across the state. In this year’s Dillin Keynote, Walt Disney World VP of Communications Jacquee Wahler, MBA, will share insights on the integrated communications strategy behind the Oxford Economics study that found Disney generated $40 billion in economic impact across the state and more than a quarter of a million jobs in fiscal year 2022.
Speakers
avatar for Jacquee Wahler, MBA

Jacquee Wahler, MBA

VP of Communications, Walt Disney World
Jacquee Wahler, MBA, is a communications and marketing executive with more than 20 years of experience in the management of a broad range of business initiatives, creative development projects and complex internal and external company issues. She is skilled at identifying emerging... Read More →
Monday August 5, 2024 9:00am - 10:00am EDT
Audubon ABC

10:30am EDT

Breakout 1A- Data Driven Decision Making
Monday August 5, 2024 10:30am - 11:30am EDT
Learn why Katie Paine, aka The Measurement Queen, advocates for data-driven decision making in PR and communication. She’ll discuss the integration of data analytics into strategic planning, campaign optimization and resource allocation, while also providing insights into different measurement frameworks, metrics and methodologies to help organizations assess the value of their PR activities.
Speakers
avatar for Katie Paine

Katie Paine

Founder & Consultant, International Public Relations Measurement Commission
Katie Delahaye Paine, aka The Measurement Queen (@queenofmetrics), has been a pioneer in the field of communications research and measurement for more than three decades. She was recently awarded the prestigious IPR Jack Felton Medal for Lifetime Achievement, an award given for lifetime contributions in the advancement of research, measurement and evaluation in public relations and corporate communication.She founded three measurement companies. KDPaine & Partners Inc. was purchased in 2013 by Carma International, and The Delahaye Group... Read More →
Monday August 5, 2024 10:30am - 11:30am EDT
Audubon DE

10:30am EDT

Breakout 1B- The Value of Strategic Video Communication & the Power of Visual Marketing
Monday August 5, 2024 10:30am - 11:30am EDT
In today’s ever-evolving communication landscape, “success” is anything but static. Communication now demands more visual storytelling, and for professional communicators, that means navigating the dynamic world of short and long form video, including livestreaming. It demands a strategic mindset, a keen understanding of emerging platforms, and the ability to craft compelling narratives that resonate across diverse channels. Move beyond the “how” and delve into the “why” by deconstructing and reimagining your approach to communication and traditional video. Embrace metrics and master compelling narratives as we strategize your thinking, refine your video storytelling and elevate your message.

You’ll learn how to:

  • Deconstruct and reimagine strategic communication using short form video and live-streaming
  • Master the art of storytelling in the video universe
  • Measure the impact of your efforts and optimize for success
Speakers
avatar for Deborah J. Mitchell

Deborah J. Mitchell

CEO, Deborah Mitchell Media & Associates
An Emmy-nominated TV and multimedia executive producer, Deborah J. Mitchell specializes in collaborative content development and storytelling using short and long-form video for online content platforms. During the pandemic, while the world was entirely online and creating video content... Read More →
Monday August 5, 2024 10:30am - 11:30am EDT
Snowy Egret (North and South)- Second Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

10:30am EDT

Breakout 1C- Elevating your Brand's Potential on Linkedin
Monday August 5, 2024 10:30am - 11:30am EDT
Growing at a rate of three new members per second, LinkedIn is the world’s largest professional network with more than 950 million users in more than 200 countries and territories worldwide. The real question that every public relations practitioner should ask themselves is: how do you harness LinkedIn’s potential for your brand? In this presentation, you’ll learn the benefits of organic versus paid growth on LinkedIn, deconstruct real-world examples and define best practices to effectively grow your network.

You’ll learn:

  • The value of organic growth versus paid growth for your PR efforts and the average ROIs on the investment of time, including evaluating the need to purchase the Premium option
  • How to leverage LinkedIn algorithms for effective organic growth with current real-world examples
  • Actionable steps to implement best practices to enhance the visibility of your brand
Speakers
avatar for Lauren Helm, APR, CRPC

Lauren Helm, APR, CRPC

President, Lauren Helm PR, LLC
Lauren Helm’s extensive career has been anchored in the art of public relations, where she has navigated the world of branding, event management, digital marketing, corporate communications and community engagement while harnessing a proven track record of delivering results that... Read More →
Monday August 5, 2024 10:30am - 11:30am EDT
Wilson's Plover (North & South)- 14th Floor

10:30am EDT

Breakout 1D- Turning Press into IMPRESSED with Engagement Marketing
Monday August 5, 2024 10:30am - 11:30am EDT
Emily Taffel-Cohen, founder of Mugsy PR, will uncover the key to capturing media attention through experiential marketing. Discover the secrets to creating immersive and unforgettable experiences that will set your event apart, leaving a lasting impact on the press, your clients, and your guests. Don’t miss out on this opportunity to learn about the power of storytelling, personalization and digital integration to increase your event coverage!

You’ll learn:

  • Top strategies to increase media attendance at your event
  • How to ensure coverage from attending press
  • How to take your digital integrations to the next level to create consumer buzz and media delight
Speakers
avatar for Emily Taffel-Cohen

Emily Taffel-Cohen

Founder, Mugsy PR
Emily Taffel is the founder of Mugsy PR and an award-winning publicist, social media strategist, brand experience consultant and the author of the children’s book “Don’t Limit Me On What I Can Be.” With a public relations career that spans almost 20 years and just as many industries, she now specializes in the... Read More →
Monday August 5, 2024 10:30am - 11:30am EDT
Sandhill Crane (North & South)- 2nd Floor

10:30am EDT

CN Breakout 1
Monday August 5, 2024 10:30am - 11:30am EDT
This session is for Counselors’ Network members.
Speakers
avatar for Jacquee Wahler, MBA

Jacquee Wahler, MBA

VP of Communications, Walt Disney World
Jacquee Wahler, MBA, is a communications and marketing executive with more than 20 years of experience in the management of a broad range of business initiatives, creative development projects and complex internal and external company issues. She is skilled at identifying emerging... Read More →
Monday August 5, 2024 10:30am - 11:30am EDT
White Ibis- First Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

11:45am EDT

President's Luncheon
Monday August 5, 2024 11:45am - 2:00pm EDT
Join us for a special luncheon in true FPRA style as we honor outstanding individuals and chapters, award the Dr. Bob Davis, APR, CPRC, Student Scholarship and announce the recipient of the Florida Public Relations Education Foundation’s scholarship, the Dr. Jay Rayburn, APR, CPRC, Student Scholarship endowed by Joe Curley, APR, CPRC. We will also bestow the coveted Chapter President of the Year and Chapter of the Year awards. This luncheon features the traditional presentation of the Dillin Dessert.

We’ll also present graduating and incoming classes of LeadershipFPRA as well as the Joe Curley Rising Leader Class and Rising Leader Award. The Joe Curley Rising Leader program is intended to identify and honor up-and-coming FPRA members who demonstrate emerging leadership traits along with active involvement in FPRA chapter activities, programs, functions and events.
Monday August 5, 2024 11:45am - 2:00pm EDT
Audubon ABC

2:15pm EDT

Breakout 2A- AI for PR: Smart Strategies, Best Practices, Powerful Results
Monday August 5, 2024 2:15pm - 3:15pm EDT
Dive into the practical use of AI for everyday PR. This session isn’t about lofty ideals; it’s about using generative AI to make your day-to-day work more efficient while balancing the need for human oversight and ethical use. Expand your proficiency with AI — from enhancing campaign strategies to streamlining content creation in your brand tone and voice — backed by proven strategies and best practices. Learn how to chain prompts, use AI capabilities in new and familiar tools you already use, and cross-check outputs to get better results more quickly. You’ll leave with actionable insights to help you leverage AI ethically and creatively for PR without losing the human touch.

You’ll learn how to:

  • Enhance your PR campaigns and daily work using AI without the jargon
  • Use AI responsibly in accordance with ethical guidelines and proven best practices
  • Gain confidence around using new AI tools and prompt techniques that you can apply from day one
Speakers
avatar for Rebecca Emery, APR

Rebecca Emery, APR

Founder and AI Marketing Advisor, Seacoast AI
Rebecca Emery is a marketing communications and PR executive with more than 25 years of experience working for corporations and agencies in B2B and B2C markets. She successfully led communications efforts for multi-million-dollar acquisitions and has helped launch new products and... Read More →
Monday August 5, 2024 2:15pm - 3:15pm EDT
Audubon DE

2:15pm EDT

Breakout 2B- Why Your Stories Aren't Getting Picked Up and What to Do About it
Monday August 5, 2024 2:15pm - 3:15pm EDT
Are your pitches falling flat? Do you struggle to know what is truly story-worthy to journalists? Join seasoned journalist Hallie Peilet Young for a talk that will leave you feeling more confident in how to create a compelling pitch journalists can’t turn down. You’ll get game-changing perspective on enhancing your media outreach efforts, tailored precisely to your challenges. Learn the common stumbling blocks that hinder PR success to and actionable solutions that provide a roadmap for crafting compelling narratives that resonate with journalists and the public. Hallie will share the secrets to crafting newsworthy stories, establishing authentic relationships with media outlets, and delivering pitches that can’t be ignored. Whether you’re seeking broader media coverage or aiming to make your brand stand out, you’ll leave with the tools to transform your approach and secure the attention your stories deserve.

You’ll learn how to:

  • Identify what is story-worthy and how to recognize and create compelling, newsworthy pitches, helping you stand out in a competitive media landscape
  • Craft persuasive media pitches and establish lasting relationships with media outlets, making your stories irresistible to journalists
  • Measure the success of your media outreach efforts and adapt your PR strategies based on feedback and results, including how to assess the impact of your pitches and stories and making necessary adjustments for improved coverage and brand visibility
Speakers
avatar for Hallie Peilet Young

Hallie Peilet Young

Founder and CEO, No Blues News
Hallie Peilet Young, an Emmy-nominated, two time Telly-winning anchor and reporter, transitioned from the fast-paced world of journalism to a fulfilling career in the nonprofit sector. Her journey took a transformative turn as she realized the power of positive storytelling in shaping... Read More →
Monday August 5, 2024 2:15pm - 3:15pm EDT
Snowy Egret (North and South)- Second Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

2:15pm EDT

Breakout 2C- Surveys for Successful Communications
Monday August 5, 2024 2:15pm - 3:15pm EDT
Learn how to design and execute effective consumer surveys that help your public relations efforts get noticed by the media and the general public. The most savvy public relations experts know that market research is a very powerful resource to energize campaigns and initiatives. A captivating story, on its own, still may be ignored by the media. But the same story backed with quantitative data has more power to break through the editorial gate and get widely distributed. In this session, you’ll learn from a seasoned expert about “research for ink” — consumer surveys that bolster prepared news stories that get gobbled up by media outlets hungry for persuasive content.

You’ll learn how to:

  • Understand recent Florida success stories in research for ink
  • Push the envelope in question design to get survey results more likely to be in your corner
  • Winning survey ideas vs. survey duds
Speakers
avatar for Gregory Kohs

Gregory Kohs

Founder, Research Biz
Gregory Kohs has more than 30 years of experience in market research, covering advanced quantitative, qualitative and user-experience research techniques. He has supported many public relations firms in his career by providing “research for ink” survey data that appeared in hundreds... Read More →
Monday August 5, 2024 2:15pm - 3:15pm EDT
Wilson's Plover (North & South)- 14th Floor

3:30pm EDT

General Session II- Mastering the Art of Intentional & Impactful Campaigns
Monday August 5, 2024 3:30pm - 4:30pm EDT
In our industry, the numbers are everything. More impressions, more hits and more bookings often equal more success and visibility for our brands or clients. But what happens when the numbers don’t add up and you’ve booked your client on numerous interviews that didn’t seem to move the needle? This session will dive deep into what it looks like to create impactful intentional PR campaigns that are inclusive and resonate with a wide audience for true global reach. When we focus on quality, not quantity, we’re able to align our brands with more audiences and deliver on our goals.

You learn:

  • How to make your relationships work better for you to deliver strategic results
  • How to do more when you have less – the power of the pivot
  • What results of being strategic and intentional can look like
Moderators
avatar for Eleni Kouvatsos Gates, MBA, APR

Eleni Kouvatsos Gates, MBA, APR

Senior Director of Communications, Firebirds Wood Fired Grill
Eleni Kouvatsos, APR, is an award-winning communications leader based in Charlotte, North Carolina. She has extensive experience leading national communications strategy for both private and small-cap public companies, including Florida-based First Watch Restaurants. She currently... Read More →
Speakers
avatar for Lauren Woulard

Lauren Woulard

Director of Communications, Paramount/MTV Entertainment Studios
Lauren Woulard serves as director of communications at Paramount and leads publicity for several brands including MTV, Showtime, CMT and Paramount+. Lauren also co-leads many of the department’s music programming, such as MTV Video Music Awards (VMAs), CMT Awards, Behind the Music, MTV Unplugged, etc. Prior to joining Paramount, she’s held... Read More →
Monday August 5, 2024 3:30pm - 4:30pm EDT
Audubon ABC

4:45pm EDT

State Board Meeting
Monday August 5, 2024 4:45pm - 5:15pm EDT
This meeting is for 2023-2024 FPRA State Board Members.
Monday August 5, 2024 4:45pm - 5:15pm EDT
White Ibis- First Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America
 
Tuesday, August 6
 

7:00am EDT

Registration & FPRA Store Open
Tuesday August 6, 2024 7:00am - 4:00pm EDT
Tuesday August 6, 2024 7:00am - 4:00pm EDT
Audubon Foyer 2900 Bayport Drive, Tampa, FL 33607, United States of America

7:30am EDT

Continental Breakfast
Tuesday August 6, 2024 7:30am - 8:30am EDT
Tuesday August 6, 2024 7:30am - 8:30am EDT
Audubon Foyer 2900 Bayport Drive, Tampa, FL 33607, United States of America

8:30am EDT

General Session III- The Future of Storytelling
Tuesday August 6, 2024 8:30am - 9:30am EDT
Discover the power of generative AI for storytelling in this futurist session. Microsoft’s senior storyteller will explore how human creativity and AI capabilities intertwine to create narratives that captivate, inform and inspire. Where you’re looking to turn an internal strategy document into a business pitch or turn an internal product doc into an external customer success story, you will discover how generative AI can be leveraged to spark creative thinking and push the boundaries of traditional storytelling, leading to new and unexpected narrative directions.

You’ll learn how to

  • Stay on top of the trends and events that shape your audience’s content preferences
  • Leverage AI to streamline and enhance your storytelling process so you can craft stories that inspire and captivate your audience
  • Connect with your audience on an emotional level with human-centric content
Speakers
avatar for Miri Rodriguez

Miri Rodriguez

Chief Storyteller, Microsoft Corporation
Miri Rodriguez is a globally recognized storyteller, bestselling author of “Brand Storytelling” and owner of Be Mindful Be Happy. Miri brings more than 15 years of expertise, valuable industry and consulting insights matched with a lighthearted and authentic delivery approach. Miri has earned several awards in digital marketing and customer experience, and her social advocacy and philanthropic work include... Read More →
Tuesday August 6, 2024 8:30am - 9:30am EDT
Audubon ABC

9:45am EDT

General Session IV: Uncivil Dialogue: How AI is Derailing Public Discourse and Dividing our Society and What PR Pros Can Do About It.
Tuesday August 6, 2024 9:45am - 10:45am EDT
Take a deep dive into AI’s role in spreading and amplifying disinformation and derailing civil dialogue. Incivility affects businesses, the economy, our productivity at work, our physical and mental health and the safety of our communities. We need to be talking about this as a profession, but we’re not, and it’s only going to get worse in the lead up to November’s presidential election. No group is better equipped or has greater moral responsibility to bring our collective expertise to bear on putting the “civil” back in civil discourse than members of the PR and communications profession. You’ll leave with concrete ideas on how you can position yourself as a role model for effective and inclusive civil discourse, starting with understanding the pervasive role AI is playing in normalizing uncivil speech and intolerance and desensitizing social media users to destructive rhetoric.
Speakers
avatar for Jon Goldberg

Jon Goldberg

Founder & Chief Reputation Architect, Reputation Architects Inc.
Jon Goldberg is the founder and chief reputation architect of Reputation Architects Inc., a strategic communications and management advisory firm focused on building, protecting and restoring reputations in a world of diminished trust and unprecedented stakeholder power. Jon founded Reputation Architects in 2009 after more than 25 years as an advisor to corporate executives... Read More →
Tuesday August 6, 2024 9:45am - 10:45am EDT
Audubon ABC

11:00am EDT

Breakout 3A- Digital Deception: How AI Deep Fakes are Reshaping Reputation Management
Tuesday August 6, 2024 11:00am - 12:00pm EDT
Do you think your online reputation is safe? Think again. New advances in artificial intelligence (AI) software make it easy to clone and manipulate anyone’s face and voice in minutes. AI deepfakes can appear online as manipulated images or videos depicting public figures and celebrities saying or doing things they never actually did. Savvy fraudsters use this to create chaos, destroy reputations and con individuals out of billions of dollars. When misinformation goes viral, it presents even more challenges for PR and communication professionals, who must quickly and publicly respond. Are you prepared? This session will explore the shadowy world of digital deception. Learn how AI deepfakes are elevating the stakes for public figures and brands and reshaping the practice of reputation management. Gain insights into managing and defending against online attacks and learn from recent examples how to effectively call out misinformation when digital deception goes viral.

You’ll learn:

  • What AI deepfakes are, how quickly they can be created and the rapidly advancing generative AI technology behind them
  • How recent examples of AI deepfakes affected brand reputation and cybersecurity for individuals, organizations and brands
  • New methods for assessing threats posed by AI and effective response techniques to mitigate their impact when digital deception goes vi
Speakers
avatar for Rebecca Emery, APR

Rebecca Emery, APR

Founder and AI Marketing Advisor, Seacoast AI
Rebecca Emery is a marketing communications and PR executive with more than 25 years of experience working for corporations and agencies in B2B and B2C markets. She successfully led communications efforts for multi-million-dollar acquisitions and has helped launch new products and... Read More →
Tuesday August 6, 2024 11:00am - 12:00pm EDT
Audubon DE

11:00am EDT

Breakout 3B- Bring Cultural Fluency to your Industry- The Top 5 Things to Know to Reach today's Hispanic Audience
Tuesday August 6, 2024 11:00am - 12:00pm EDT
The Census projects that more than one in four Americans will be Hispanic or Latino by 2060. What are the characteristics of this new generation of Latinos? What are the elements that matter when reaching this key demographic? How is the Hispanic consumer evolving today, and consequently, Hispanic media? How can you foster meaningful connections across the Hispanic/Latino community? This session will introduce strategies for integrating cultural awareness into PR practices and explore the importance of understanding nuances in language, customs and values when communicating messages to diverse audiences. Through engaging case studies and interactive exercises, you’ll learn to navigate cultural complexities adeptly, leveraging cultural insights to tailor campaigns effectively.

You’ll learn

  • The impact of cultural missteps in PR and practical tips on conducting culturally sensitive PR campaigns
  • How to embrace diversity as a strength and craft authentic narratives that resonate across cultural boundaries
  • The tools and mindset needed to ethically and effectively engage with diverse audiences, fostering trust and building lasting relationships
Speakers
avatar for Juliette Gebken-Mayi, APR

Juliette Gebken-Mayi, APR

Owner/ Consultant, JGM Public Relations
Juliette Gebken-Mayi, APR, started her consultancy, JGM Public Relations, in early 2023 after working as part of in-house PR & communications teams for global brands for nearly 15 years. Previous roles include leading media relations, executive communications, and content marketing at one of the largest virtual schools in the nation, Florida Virtual School... Read More →
avatar for Claudia Machado

Claudia Machado

Senor Public Information Specialist, AtkinsRealis
Claudia Machado is an award-winning bilingual PR professional with a distinguished public relations and communications career. Recently, she joined AtkinsReals as a Senior Public Information Specialist. For the past eight years, Claudia worked for Mothers Against Drunk Driving (MADD... Read More →
Tuesday August 6, 2024 11:00am - 12:00pm EDT
Snowy Egret (North and South)- Second Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

11:00am EDT

Breakout 3C- Executive Presence: Earning Respect and Your Seat at the Table
Tuesday August 6, 2024 11:00am - 12:00pm EDT
Gain insights on expediting your career growth by leveling up your executive presence. Learn the tips and tricks that helped Eleni quickly earn the respect and credibility of her leadership team, laying the foundation for her growth from an eager college graduate to the leader of the organization’s communications strategy through an IPO just a few years later. During this engaging session, you’ll participate in exercises around developing a strategic personal brand and discuss how to gain trust to engage your internal and external stakeholders through communication and alignment, whether you’re maintaining the status quo or championing change.

You’ll learn how to:

  • Leverage strategic elements of Executive Presence to build personal brand and reputation
  • Understand the exponential impact of non-verbal communication
  • Earn credibility by ‘walking the shop room floor’
Speakers
avatar for Eleni Kouvatsos Gates, MBA, APR

Eleni Kouvatsos Gates, MBA, APR

Senior Director of Communications, Firebirds Wood Fired Grill
Eleni Kouvatsos, APR, is an award-winning communications leader based in Charlotte, North Carolina. She has extensive experience leading national communications strategy for both private and small-cap public companies, including Florida-based First Watch Restaurants. She currently... Read More →
Tuesday August 6, 2024 11:00am - 12:00pm EDT
Sandhill Crane (North & South)- 2nd Floor

11:00am EDT

Breakout 3D- Leveraging Sponsorships for Strategic Success
Tuesday August 6, 2024 11:00am - 12:00pm EDT
Delve into the strategic world of sponsorships and learn how to harness these partnerships to elevate your communication strategies. Gain actionable insights into crafting compelling sponsorship proposals, maximizing sponsor ROI, and integrating sponsors seamlessly into communication campaigns. Through real-world examples and interactive discussions, you will leave equipped with the tools and strategies to secure and leverage sponsorships effectively for your organization.
You’ll learn how to:
  • Understand sponsorship fundamentals by exploring the foundational elements of sponsorship relationships, including benefits, expectations and contractual considerations
  • Create impactful sponsorship proposals/pitch decks that resonate with potential sponsors and align with organizational goals
  • Maximize sponsorship ROI/ROE through innovative activations, content integration and audience engagement
Speakers
avatar for Jackie Clarke

Jackie Clarke

Event & Sponsorship Architect + Founder, The Well Connected
Jacquelene “Jackie” Clarke is a visionary event and sponsorship architect, experience speaker and the creative force behind The Well Connected. With a keen eye for detail and a passion for forging strategic connections, Jackie has become a trailblazer in the world of events and... Read More →
Tuesday August 6, 2024 11:00am - 12:00pm EDT
Wilson's Plover (North & South)- 14th Floor

11:00am EDT

CN Breakout 2
Tuesday August 6, 2024 11:00am - 12:00pm EDT
This session is for Counselors' Network members.
Speakers
avatar for Miri Rodriguez

Miri Rodriguez

Chief Storyteller, Microsoft Corporation
Miri Rodriguez is a globally recognized storyteller, bestselling author of “Brand Storytelling” and owner of Be Mindful Be Happy. Miri brings more than 15 years of expertise, valuable industry and consulting insights matched with a lighthearted and authentic delivery approach. Miri has earned several awards in digital marketing and customer experience, and her social advocacy and philanthropic work include... Read More →
Tuesday August 6, 2024 11:00am - 12:00pm EDT
White Ibis- First Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

12:00pm EDT

General Session IV- Boxed Lunch- Crisis Communications- Navigating Turbulence: Perspectives in Communication from the Anchor Desk to the C-Suite
Tuesday August 6, 2024 12:00pm - 1:30pm EDT
Delve into the world of crisis communication through the lens of an award-winning journalist and aviation executive. Drawing from real-life experiences and lessons learned in both careers, this session offers insights into effective messaging to influence a variety of audiences. Join us as we explore best practices, strategies, and personal wisdom to navigate challenges – both personal and professional – with confidence and resilience.
Speakers
avatar for Veronica Cintron

Veronica Cintron

VP of Communications, Tampa International Airport
Veronica Cintron joined America’s Favorite Airport in April 2020. As Vice President of Communications, she oversees all internal and external messaging for TPA. Before joining the airport’s award-winning Communications team, she was Spectrum Bay News 9’s primary weekday evening... Read More →
Tuesday August 6, 2024 12:00pm - 1:30pm EDT
Audubon ABC

1:30pm EDT

Chocolate Break
Tuesday August 6, 2024 1:30pm - 2:00pm EDT
Enjoy coffee, chocolate and other treats along with the opportunity to visit our sponsors and shop the FPRA Store.
Tuesday August 6, 2024 1:30pm - 2:00pm EDT
Audubon Foyer 2900 Bayport Drive, Tampa, FL 33607, United States of America

2:15pm EDT

Breakout 4A- Crisis Communication Planning: Challenging the Traditional Mindset
Tuesday August 6, 2024 2:15pm - 3:15pm EDT
Aaron Marks is a globally recognized risk, crisis and consequence management expert who has consulted for government and private sector clients, including the U.S. Department of Defense, the Department of State, multiple agencies within the Department of Homeland Security, the European Union, the European Defence Agency, the North Atlantic Treaty Organization and the United Nations. He is a frequent speaker at the NATO Joint Chemical Biological Radiological and Nuclear Defence Center of Excellence. He knows a thing or two about handling crisis situations, and in this session, he will explore the need for adaptable playbooks vs. rigid plans.

You’ll learn:

  • The challenges of traditional crisis communication planning mindsets
  • How they create fragility
  • And how to move beyond them
Speakers
avatar for Aaron Marks, MBA, NRP, MEP

Aaron Marks, MBA, NRP, MEP

Principal Consultant, One Thirty Nine Consulting
Aaron Marks, Principal Consultant with One Thirty Nine Consulting, is a globally recognized risk, crisis, and consequence management expert. He brings more than 30 years of experience to the table, having supported clients and partners, including U.S. government agencies, the European Union (EU), the North Atlantic Treaty Organization (NATO), and... Read More →
Tuesday August 6, 2024 2:15pm - 3:15pm EDT
Audubon D

2:15pm EDT

Breakout 4B- From Tactics to Triumph: Building a Winning Communication Strategy
Tuesday August 6, 2024 2:15pm - 3:15pm EDT
Crafting a triumphant communication plan is both an art and a science. This hands-on session will include client examples and the method behind selecting meaningful tactics, crafting messages that resonate, and understanding the results. You’ll learn the fundamentals of communication strategy and discover how to align diverse tactics with your overarching goals. Jen will touch on audience identification and analysis, crafting compelling messages and understanding the importance of measurable results. You’ll leave empowered to not only choose the right tactics but to architect a sustainable communication plan, ensuring triumph in the ever-evolving realm of strategic communication.

You’ll learn how to:

  • Put communication strategy fundamentals to work
  • How to select appropriate tactics and craft compelling messaging for your audience
  • Understand metrics and be “humble” to the analytic


Speakers
avatar for Jen Houser

Jen Houser

Partner and VP of Marketing & Sales, Liquid Creative
Jen Houser is an owner and the VP of marketing and sales at Liquid Creative, a Florida-based creative and strategic marketing agency. Jen leads her team in creative and strategic work to grow brands and propel businesses forward. Her career has evolved from merchandising at Target Corp. in Minneapolis, Minn., to helping build an event staffing agency in... Read More →
Tuesday August 6, 2024 2:15pm - 3:15pm EDT
Snowy Egret (North and South)- Second Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

2:15pm EDT

Breakout 4C- The Business of the Business- Solo/Small Agency Panel
Tuesday August 6, 2024 2:15pm - 3:15pm EDT
Have you considered going out on your own as a solo practitioner or starting an agency? Or maybe you are already the captain of your own ship, but you have questions about best practices. Attend this session to hear from a panel of experts in this area. You’ll hear about their experiences, the tools they can’t live without, their tips for securing clients – and more!
Speakers
avatar for Sandi Poreda, APR

Sandi Poreda, APR

President, Bulldog Strategy Group
As a solo PR practitioner, Sandi’s experience ranges from providing strategic marketing and public relations advice to managing crisis situations, and lots of writing and editing in between. Sandi’s firm, Bulldog Strategy Group, is in its ninth year of business and has benefitted from being small and nimble, particularly during the pandemic. She has learned the ins and outs of business development and management from peers, mentors and Google. A self-proclaimed numbers neophyte, Sandi has had to learn when... Read More →
avatar for Trish Kapustka, APR, CPRC

Trish Kapustka, APR, CPRC

Principal/Consultant, TLK Communications, LLC
Trish Kapustka, APR, CPRC is a respected marketing communications veteran with more than 35 years of experience in public relations, branding, advertising and marketing. She has worked in agency, corporate, and non-profit organizations and previously co-owned Edible Arrangements franchises... Read More →
avatar for Lanette Hart, APR, CPRC

Lanette Hart, APR, CPRC

Principal/Owner, Hart & Associates, LLC
Lanette Hart, APR, CPRC, serves as the principal of Hart & Associates LLC, offering strategic communications, public relations, and marketing expertise to both private corporations and government agencies. Following a distinguished 20-year career at Bank of America, one of the world’s... Read More →
avatar for Joseph S. Grano Jr., MBA

Joseph S. Grano Jr., MBA

President & Founder, Next-Mark, LLC
Joseph S. Grano, Jr., MBA has a record of success providing vision and strategic direction to organizations experiencing rapid growth and change. He is one of those rare individuals who have made the transition from corporate leader to entrepreneur and owner of his own growing company... Read More →
Tuesday August 6, 2024 2:15pm - 3:15pm EDT
Wilson's Plover (North & South)- 14th Floor

2:15pm EDT

Breakout 4D- Empowering Engagement: The Art of Selecting Martech
Tuesday August 6, 2024 2:15pm - 3:15pm EDT
Discover the secrets of seamlessly integrating cutting-edge marketing technology while safeguarding data privacy. This session is a comprehensive guide for marketers and decision-makers seeking the delicate balance between leveraging powerful Martech solutions and safeguarding user data. Explore key strategies to navigate the selection process, ensuring that your Martech stack not only optimizes engagement but also upholds the highest standards of data privacy. Discover how transparency can be a catalyst for building trust with your audience, ultimately enhancing user engagement.

Understanding the Martech landscape
Data privacy integration
Transparency as a Driver for Engagement
Speakers
avatar for Ebony Vaz

Ebony Vaz

Founder and CEO, Above Promotions Company
Ebony Vaz is the founder and CEO of Above Promotions, a marketing technology and public relations company in the Tampa area. She is also the author of the book titled “Because You’re Small: Effective Marketing Strategies for Immediate Implementation,” and a marketing instructor. She has more than 15 years of experience and has... Read More →
Tuesday August 6, 2024 2:15pm - 3:15pm EDT
Sandhill Crane (North & South)- 2nd Floor

2:15pm EDT

CN Breakout 3
Tuesday August 6, 2024 2:15pm - 3:15pm EDT
This session is for Counselors’ Network members.
Speakers
avatar for Veronica Cintron

Veronica Cintron

VP of Communications, Tampa International Airport
Veronica Cintron joined America’s Favorite Airport in April 2020. As Vice President of Communications, she oversees all internal and external messaging for TPA. Before joining the airport’s award-winning Communications team, she was Spectrum Bay News 9’s primary weekday evening... Read More →
Tuesday August 6, 2024 2:15pm - 3:15pm EDT
White Ibis- First Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

6:00pm EDT

Chapter Photos and Reception of Presidents
Tuesday August 6, 2024 6:00pm - 7:00pm EDT
Join us for a reception preceding the 67th Annual Golden Image Awards. Chapter photos will be taken beginning at 6 p.m. and a champagne toast will take place at 6:45 p.m.

Champagne Toast Sponsored by Caldwell Trust Company​​​​
Tuesday August 6, 2024 6:00pm - 7:00pm EDT
Audubon Foyer 2900 Bayport Drive, Tampa, FL 33607, United States of America

7:00pm EDT

Golden Image and Pinnacle Awards Gala
Tuesday August 6, 2024 7:00pm - 10:00pm EDT
All That Glitters is gold at FPRA’s 67th Golden Image Awards Gala. During this evening of sparkling elegance, PR professionals throughout the state will be recognized for great work and contributions to the Association and the profession. Founded by FPRA in 1957, the Golden Image Awards have been a standard of public relations excellence recognizing outstanding public relations programs in Florida. New this year, we will also be awarding the first-ever Pinnacle Awards. Celebrate the best of the best with FPRA!
Tuesday August 6, 2024 7:00pm - 10:00pm EDT
Audubon
 
Wednesday, August 7
 

9:00am EDT

Breakfast Buffet
Wednesday August 7, 2024 9:00am - 9:50am EDT
Wednesday August 7, 2024 9:00am - 9:50am EDT
Skylark and Foyer- 14th Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

9:00am EDT

CN Annual Meeting and Breakfast (CN Members Only)
Wednesday August 7, 2024 9:00am - 9:50am EDT
Join your CN colleagues for the Counselors’ Network annual meeting. During this meeting, members will review and discuss new and old business and will elect officers for CN’s leadership for the 2024 – 2025 FPRA year. Full breakfast provided.
Wednesday August 7, 2024 9:00am - 9:50am EDT
Starling- 14th Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

10:00am EDT

Closing Session – General Session V – Leveraging Social Media Influencers for the State of Florida’s Public Awareness Campaigns featuring OMGITSWICKS and Mike’s Weather Page
Wednesday August 7, 2024 10:00am - 11:15am EDT
In an age where influencers sometimes have higher reach than traditional media outlets, and in a state where anything can happen from one minute to the next, leveraging social media influencers may be the quickest way to communicate in a high-stakes situation. This panel shines a spotlight on the transformative power of digital personalities in driving impactful public service initiatives and featuring the vibrant OMGITWICKS, known for his captivating social media presence that merges entertainment with enlightening discussions on societal issues, alongside the renowned Mike’s Weather Page, a trusted source for comprehensive weather forecasting and hurricane tracking in Florida. Learn about their work with Alecia Collins, the communications director for the Florida Division of Emergency Management, on how she worked with these social media influencers to communicate to the people of Florida during Hurricane Ian.
Speakers
avatar for Mike Boylan

Mike Boylan

Blogger and Influencer, Mike's Weather Page
As a weather enthusiast, Mike Boylan founded the website called Mike’s Weather Page in 2004. It has since become a reliable source of meteorological information for personal, corporate, military, government and scientific entities, due to its data aggregation style. Boylan’s comprehension of tropical cyclogenesis is self-taught, and he describes himself as a blogger... Read More →
avatar for Alecia Collins

Alecia Collins

Communications Director (Formerly), Florida Division of Emergency Management
Alecia Collins is the communications and external affairs director for the Florida Division of Emergency Management. Alecia is a key spokesperson for the Division dealing with issues regarding natural and manmade disasters. This role has helped to hone her skills in crisis communications. Alecia has close to 10 years of experience working with multiple state agencies as a lead communication, marketing... Read More →
avatar for Josh Wicks Robinson

Josh Wicks Robinson

Podcaster & Influencer, Florida Sketch Comedian
Josh Wicks Robinson, on Instagram as @Omgitswicks, is a social media content creator in Florida. He was born and raised in Florida, so making content about Florida comes natural to him. He has more than 417,000 followers on Instagram and 1.5 million on Tiktok. He says he’s here... Read More →
Wednesday August 7, 2024 10:00am - 11:15am EDT
Skylark and Foyer- 14th Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

11:15am EDT

Drawing for Adrienne Moore, APR, CPRC Scholarship
Wednesday August 7, 2024 11:15am - 11:30am EDT
We’ll close the PR & Comms Summit with the awarding of the Adrienne Moore, APR, CPRC, Conference Scholarship. Conference attendees must be present to win. The winner of this scholarship will receive a fully paid registration for the 2025 PR & Comms Summit – FPRA’s 86th Annual Conference to be held August 3-8, 2025, at the Rosen Shingle Creek in Orlando.
Wednesday August 7, 2024 11:15am - 11:30am EDT
Skylark and Foyer- 14th Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America

1:00pm EDT

Post-Summit Workshop: Communicating Through an Active Assailant Threat: Beyond Run, Hide, Fight
Wednesday August 7, 2024 1:00pm - 4:00pm EDT
This session requires an additional add-on ticket. The cost is $125. 

This immersive experience focuses on proactive strategies for preventing and managing active assailant incidents and being ready to respond to and communicate appropriately through these events when prevention fails. In a world where 45% of such threats occur in commercial businesses, those charged with communications and reputation management must be ready. Drawing on insights from the Secret Service National Threat Assessment Center (NTAC), the Federal Bureau of Investigation (FBI) and the Cybersecurity and Infrastructure Security Agency (CISA) Active Assailant Security Branch (AASB), this training goes beyond conventional approaches, offering crucial systems and measures to prevent and prepare for targeted violence and determine what internal and external communication is necessary during the crisis.
In this workshop, you’ll be presented with a situation and will work through a strategic response. As the situation evolves, your response, communications methods, audiences and strategies will also need to evolve. Aaron will challenge you to think differently than you have before, and you’ll leave feeling more prepared to handle communicating through an active assailant threat.

Aaron Marks, MPA, NRP, MEP, principal consultant at One Thirty Nine Consulting, is a globally recognized risk, crisis and consequence management expert. With more than 30 years of experience, he collaborates with government and private sector clients, employing data-driven approaches to enhance readiness and resilience. His consulting career includes impactful work with the U.S. Department of Defense, the Department of State and multiple Agencies within the Department of Homeland Security, where he has acted as a senior subject matter expert and instructor for topics around the threat of targeted violence. This includes developing and supporting the implementation of tools, techniques and procedures focused on insider threat, active assailant and active shooter incidents. He also supports international clients, including the European Union, the European Defence Agency, the North Atlantic Treaty Organization and the United Nations. He is a frequent speaker at the NATO Joint Chemical Biological Radiological and Nuclear Defence Center of Excellence, where he lectures on consequence management and civil-military coordination. A seasoned paramedic,

Aaron has served in both career and volunteer departments, specializing in hazardous environment medicine, contributing to critical areas like Tactical Medicine, Hazardous Materials response and Weapons of Mass Destruction medical surveillance and countermeasures.

Speakers
avatar for Aaron Marks, MBA, NRP, MEP

Aaron Marks, MBA, NRP, MEP

Principal Consultant, One Thirty Nine Consulting
Aaron Marks, Principal Consultant with One Thirty Nine Consulting, is a globally recognized risk, crisis, and consequence management expert. He brings more than 30 years of experience to the table, having supported clients and partners, including U.S. government agencies, the European Union (EU), the North Atlantic Treaty Organization (NATO), and... Read More →
Wednesday August 7, 2024 1:00pm - 4:00pm EDT
Snowy Egret (North and South)- Second Floor 2900 Bayport Drive, Tampa, FL 33607, United States of America
 
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