2018SUNSHINEDISTRICTCONFERENCE

PRSA Sunshine District Officers

A Letter from the Chairs Welcome to the 2018 PRSA Sunshine District Conference, the premier conference for public relations practitioners in Florida. During the next few days, you will receive the tools you need to develop solid campaign strategies and tactics to help you advance as a professional. You will hear from and network with national leaders in the profession who have years of proven track records in public relations. No matter your industry, you will take valuable information you can use in the New Era of Public Relations.

Our conference committee is proud to bring you 19 programs covering everything from managing crises to working with social media influencers. You will learn skills used by top companies like Microsoft, FPL, and the Rock & Roll Hall of Fame. You will see the impact of the Las Vegas Route 91 and Parkland tragedies – and you learn the future of how to effectively communicate with the next generation.

To add to our quality programming, we will be recognizing 48 companies and professionals with the Sunshine District’s prestigious Radiance Awards. Friday’s ceremony will recognize outstanding strategic public relations programs by Florida practitioners and organizations. The statewide awards are among the highest levels of professional achievement.

Our conference schedule is packed with professional development, but we hope you take the time to enjoy the beautiful Town of Jupiter. Home to the rich and famous, Jupiter’s charm is in its breathtaking natural scenery, laidback tiki bars, and relaxing waterways and parks. The 105-foot brick-red Jupiter Inlet Lighthouse is one of Florida’s oldest and most iconic structures, giving its visitors a 360-degree view of the pristine coast.

In the ever-evolving world of public relations, we understand the importance of maintaining growth through professional development. Long-term success in public relations is – and always has been – measured by the knowledge we obtain over the years. We applaud you for investing in your career while helping to advance the public relations profession. On behalf of the entire conference committee and PRSA Palm Beach Chapter, we welcome you to PRSA SunCon 2018.

Sincerely,

Joseph Abreu, APRPRSA Board of Directors, Sunshine District DirectorPRSA SunCon Co-Chair

Rebecca Seelig, APRPRSA Sunshine District Immediate Past ChairPRSA SunCon Co-Chair

Host Chapter – PRSA Palm Beach Board of Directors

PRESIDENT Corrie Keller, APR PRESIDENT-ELECT Karen Galanaugh, APR

TREASURER Madison CiklinSECRETARY Susan Chou

PAST PRESIDENT Sammy Caban, CSEP MEMBERSHIP Hannah Deadman-Arnst

PROGRAMMING Melissa Morante CHAIR

COMMUNICATIONS Lady Hereford, APR CHAIR

ACCREDITATION Becky Peeling, APRCHAIR

ASSEMBLY DELEGATE Rebecca Seelig, APR

HOST COMMITTEE Joseph Abreu, APRKristine GobboLisa De La RiondaAshley Svarney

PAST – CHAIRRebecca Seelig, APR

SECRETARYBobby Eagle, APR

TREASURERJeremy Katzman, APR

CHAIR-ELECT J.W. Arnold, APR, Fellow PRSA

CHAIRChristina Morton, APR

TONY D’ANGELO, APR, FELLOW PRSA

Tony W. D’Angelo, APR, Fellow PRSA, is a professor of practice in public relations at Syracuse University’s S.I. Newhouse School of Public Communications, director of its Executive Master’s Program inCommunications Management and its Financial and Investor Communications Emphasis. His appointmentfollowed more than 25 years of service in the corporate and agency sectors. Currently PRSA’s nationalchair, Tony is a past chair of PRSA’s College of Fellows, and a founder of PRSA’s MBA program to bringstrategic communications content to MBA curricula nationwide.

MIRI RODRIGUEZ

Miri Rodriguez is a Storyteller for Microsoft’s Showcase. She is a creative journalist and content advocate developing stories across key technology trends, evangelizing brand narrative and showcasing how Microsoft is digitally transforming. Prior to this, Miri led three social care teams in CSS responding to thousands of customer inquiries via social channels in Global English, Spanish and Portuguese. Her work was recognized as Best Practice at the annual Microsoft Think Tank Summit and won her a marketing award for effectively engaging partnerships with internal teams to drive a unified social voice and customer experience

JACQUELINE PETERSON

Jacqueline Peterson is the chief communications & public affairs officer for the Las Vegas Convention and Visitors Authority (LVCVA). The LVCVA is the destination marketing organization for Las Vegas and Southern Nevada, and its mission centers on attracting visitors by promoting the destination as the world’s most desirable destination for leisure and business travel. The LVCVA also owns and operates the Las Vegas Convention Center and Cashman Center. In her role, Ms. Peterson oversees all LVCVA corporate communications, government and community relations, as well as the Las Vegas News Bureau and the Las Vegas Host Committee.

WILLIAM ORLOVE

William Orlove is the lead communication specialist and spokesperson at Florida Power & Light. He manages external communications for Power Delivery operations, including developing and implementing strategies for media and public relations initiatives, and increasing customer awareness of company’s high service reliability, smart grid projects and storm preparedness, among other issues. He has over 25 years experience in public relations and served as the district one commissioner for Boynton Beach.

Keynote Speakers

Hannah L. Deadman-Arnst

Natan EdelsburgJohn Deveney, APR, Fellow PRSA

Karen Galanaugh, APR

Kristine Gobbo Clayton Gordon, Esq. Jacqui Hartnett

Jeremy Katzman, MBA, APR

Brandon Hensler, MS, APR

Lori Kifer Johnson, APR

Andy Kutcher Jenn Lake

Jennifer Berthiaume Carla Lucas Brown Naki Carter

Josh Greenberg

Jessica Hirsch Wes Jamison, PhD

Speaker list continued on page 7

THURSDAY, JULY 121-5 p.m. SUNSHINE DISTRICT BOARD MEETING

Location: Loggerhead Boardroom

Sponsored by GL Homes

5:30 p.m. – 7 p.m. OPENING RECEPTION Location: Mangrove Deck Description: Enjoy cocktails and appetizers with colleagues from around the state, including

your 2018 Sunshine District Board of Directors.

Sponsored by Business Wire

FRIDAY, JULY 13 7:30 a.m. – 8:50 a.m. HOT BREAKFAST AND OPENING KEYNOTE

Program: Changing the Current: Effectively Communicating Your Message to Weather Any Storm Speaker: William Orlove, Florida Power & Light Company Location: Preserve Ballroom Description: Florida Power & Light Company is the nation’s third-largest utility, serving nearly 5 million customer accounts and providing power to an estimated 10 million people throughout Florida. The company was recognized in 2017 as one of the most trusted U.S. electric utilities by Market Strategies International for the fourth consecutive year. It’s typical residential customer bill is approximately 30 percent lower than the national average. Discover how this powerhouse creates and uses its platforms to effectively communicate messages to customers, media and stakeholders. This keynote presentation will also include proactive, reactive and crisis communications strategies used before, during, and after Hurricane Irma.

Sponsored by FPL

9 a.m. – 9:50 a.m. BREAKOUT SESSIONSProgram: Why Email Is Becoming Extinct and What Tools You Should Be Using InsteadSpeaker: Natan Edelsburg, Muck RackLocation: Dunes ADescription: Everyone complains about their inbox is out of control and that each year it becomes more and more unbearable. At the same time technology is improving and it is easier than ever beforeto share messages with large groups, even with an emoji. Learn why email is going extinct and which technologies you should be investing in. Tools that will be discussed include Slack, Zoom, Trello and more.

Program: Working with Influencers to Effectively Reach Your AudiencePanelists: Jennifer Hirsch, @CheatDayEats and @YourRoomService Location: IbisDescription: Influencer marketing has become a leading strategy to help top brands reach their consumers. Join renowned influencers, and learn first-hand how to effectively engage your target audiences. In this session, we’ll also discuss how to choose influencers, measure success, and strategies used to integrate influencers with your traditional campaigns.

Program: The Art of Persuasion: How to Convince Your Target Audiences with Captivating MessagesSpeaker: Wes Jamison, PhD, Palm Beach Atlantic UniversityLocation: BeaconDescription: We’re all looking for messages that convince and persuade our target audiences, so there must be some way to tell what works and what doesn’t. Get insights, exclusive tips and take-aways for communicators who need a persuasive message that tells the truth, and tells it well.

9:50 a.m. – 10:10 a.m. SUNSHINE BREAK & VENDOR DISPLAY Location: Vendor Exhibit Area Description: Relax your mind and meet businesses with tips to help you in your profession.

10:10 a.m. - 11 a.m. BREAKOUT SESSIONSProgram: Measuring Success in a Digital WorldSpeaker: Andy Kutcher, DEVENEYLocation: Dunes ADescription: Measurement and analysis seems to become more important every day and there are a variety of tools out there, but how do you pick the right ones? This presentation is a review of digital tools used for online measurement, including traditional PR monitoring tools (i.e. Cision); social media reporting tools (i.e. Sprout Social/Hootsuite); Digital monitoring tools (i.e. Nuvi/Digimind); Website tools (i.e. Google Analytics & SimilarWeb)

Program: It’s A Zoo In Here! Insights From Zoo Communicators On Managing Life, Death and Hearts-and-mindsPanelists: Jennifer Berthiaume, Lion Country Safari African Adventure; Naki Carter, Palm Beach Zoo & Conservation Society; Hannah L. Deadman-Arnst, Loggerhead Marinelife Center; Karen Galanaugh, APR, Brandywine Zoo & Delaware Zoological SocietyLocation: BeaconDescription: Public attitudes about animal collections are evolving. Zoos must continue to find ways to connect with the public and build support for their missions. Communicators will talk about the challenges and opportunities in this field; review the skillset needed for the job; review industry knowledge for communicating about animals; discuss crisis and reputation management scenarios; and share off-the-wall “I work in a zoo!” stories.

11:10 a.m. - 12 p.m. BREAKOUT SESSIONSProgram: Protecting Your Brand: How to Manage Fake News in the Real WorldSpeaker: John Deveney, APR, Fellow PRSA, DEVENEYLocation: Dunes ADescription: Uncover the approach brands must take to keep viral storms from escalating in the face of fake news, featuring concrete examples from national and local brands. In this session, you’ll discover how brands are fighting back by staying vigilant about their online presence and how to help your brand maintain its status in the “fake news” era.

Program: How Broward Health Managed Its Reputation in the Aftermath of the Parkland ShootingSpeaker: Jennifer Smith, APR, Broward HealthLocation: IbisDescription: The horrific shooting at Marjorie Stoneman Douglas High School underscored the new reality in society and public relations: it’s not if a mass casualty event will happen, it’s when. Hear how the shooting precipitated a series of unusual crises for Broward Health, which received the Parkland victims, and learn how Broward Health’s communications team dealt with not only the media onslaught covering the shooting, but also reputation and digital crises that were generated by outside factors stemming from the event.

12:10 p.m. - 1:50 p.m. LUNCHEON KEYNOTE & RADIANCE AWARDSProgram: Convergence in the PR Industry: How It’s Revolutionizing Our WorkSpeaker: Anthony D’ Angelo, APR, Fellow PRSA, 2018 PRSA ChairLocation: Preserve BallroomDescription: A sweeping, accelerating trend in the public relations industry is convergence of all sorts. As digital and social technologies reinvent the way we do our jobs, they’re forcing the convergence of media, of relationships, and of job responsibilities and expectations. In this session, we’ll discuss convergence along five critical axes that public relations professionals must attend to if they’re to stay relevant and effective. Hear and discuss the implications for our industry, for our jobs and for PRSA.

The 2018 Radiance Awards recipients will also be announced at the luncheon, and new APRs will be pinned.

Sponsored by AAA

2 p.m. – 2:50 p.m. BREAKOUT SESSIONSProgram: Rock Star PR Techniques for Legendary PerformancesSpeaker: Shauna Wilson, Rock & Roll Hall of FameLocation: IbisDescription: Get an inside look at some of the Rock & Roll Hall of Fame’s rock star PR techniques that have contributed to three-year double-digit attendance growth and sold-out events at the Museum. You’ll walk away from this presentation ready to evolve and find new ways to express your brand and connect with fans. Just like rock music itself, these PR lessons are universal and enduring.

Program: How to Effectively Persuade Corporate Decision-makersSpeaker: John Deveney, APR, Fellow PRSA, DEVENEYLocation: Dunes ADescription: How can we persuade titans of industry? In this session, we will explore the potential currencies (elements of relative importance) in communication with corporate decision makers that influence their choices. Identify the factors in the process for business decision making and pinpointed messaging elements to streamline communication, allowing you and your organization to more persuasively communicate with corporate executives for company cause-related marketing efforts. This session offers insights in identifying and communicating with potential corporate leaders, effective messaging evidence and message framing.

Program: Strategies to Effectively Communicate with Gen ZPanelists: Jeremy Katzman, M.B.A., APR, and Brandon L. Hensler, M.S., APR, Nova Southeastern University; Jacqui Hartnett, Starmark InternationalLocation: BeaconDescription: A new passionate generation has risen. Are you ready to communicate with Gen Z? Join this insightful panel and learn how you and your brand can relate to the values of Gen Z, combined with case studies from organizations in the higher education, health care, travel, and tourism industries that have begun to crack the code.

2:50 p.m. - 3:10 p.m. SUNSHINE BREAK & VENDOR DISPLAY Location: Vendor Exhibit Area Description: Relax your mind and meet businesses with tips to help you in your profession.

3:10 p.m. - 4 p.m. BREAKOUT SESSIONSProgram:How to Hang Your Own Shingle: A Starter ToolkitPanelists: Kristine Gobbo, Spectrum Public Relations; Carla Brown Lucas, Brown Lucas Consulting; Clayton Gordon, Esq.; Alex Ralicki, MSA, Ralicki Wealth Management & Trust ServicesLocation: BeaconDescription: Thinking about opening your own practice, but just don’t know where to start? Join two agency owners, an accountant, and an attorney (It sounds like the start of a bad joke, but we promise it’s not!) for an overview of what you should think about when contemplating making yourself your boss.

Program: Blue-Green Algae: Crisis AvertedSpeaker: Ashley Svarney, Discover The Palm BeachesLocation: IbisDescription: When millions of gallons of Okeechobee Lake water were released in our waterways, extensive blue-green algae blooms began forming throughout Florida and misinformation was rampant. Join Discover The Palm Beaches as they share how they led a county-wide crisis communications effort to correct the misinformation being depicted in media coverage to prevent visitors from canceling their travels to the destination.

4 p.m. – 5:30 p.m. SECTIONS SOCIALSAre you a member of a section or interested in learning more about them? Stop by the Wyndham Grand

hotel bar for prime networking with independent practitioners and other professionals in tourism, government and other industries.

6:30 p.m. – 10 p.m. HARBOURSIDE GRAND TOURJoin us on the rooftop of Bravo Restaurant and get a bird’s eye view of Harbourside. Banyan Reserve Vodka is kicking off the night with an open bar before we depart to tour local restaurants. Small bites will be provided. Attendees are welcome to purchase beverages and stop to dine at any restaurants along the tour. We will meet at the hotel bar at 6:15 p.m. sharp to begin our tour.

SATURDAY, JULY 14

8:30 a.m. – 9:50 a.m. HOT BREAKFAST AND OPENING KEYNOTEProgram: Crisis & Issues Management: Handling an Unexpected Man-Made CrisisSpeaker: Jacqueline Peterson, Las Vegas Convention and Visitors AuthorityLocation: Preserve BallroomDescription: Get insights from the frontline on how the LVCVA sprang into action to address the shooting at the Route 91 music festival that left 58 people dead. Learn about their communications strategy in the first 24 hours, how they dealt with hundreds of media and inquiries in a timely manner, and how the destination came up with its recovery strategy to reassure travelers that Las Vegas is a safe destination.

Sponsored by FPL

10 a.m. - 10:50 a.m. BREAKOUT SESSIONSProgram: Today’s Media Landscape + The Battle for TrustSpeaker: Lori Kifer Johnson and Josh Greenberg, EdelmanLocation: Dunes ADescription: Learn how Edelman’s trust barometer Hear on the complex and evolving media landscape and the battle for trust in today’s PR world. Dive into the data and insights through the lens of both traditional media relations as well as digital media, social media, and the evolving algorithms that come with them. This presentation will look into insights from the Edelman Trust Barometer, look at the effects of waning trust in media, and offer both proactive and reactive strategies for today’s PR professionals to manage this paradigm shift.

Program: Passports and Press Releases: 6 Things I Learned Doing Travel MarketingSpeaker: David Zapata and Jenn Lake, Zapwater CommunicationsLocation: BeaconDescription: What does a travel PR expert do when their client is arrested for high treason and attempts an assassination? Find out in this exciting session highlighting six key lessons learned from travel PR experts who have journeyed across the globe. Travel with us as we showcase real-life case studies and metrics developed that have help Zapwater go from having zero international clients in 2015 to more than a dozen today in places like Serbia, Finland and the Maldives.

10:50 a.m. - 11:10 a.m. SUNSHINE BREAK & VENDOR DISPLAY Location: Vendor Exhibit Area Description: Relax your mind and meet businesses with tips to help you in your profession.

Sponsored by AAA

11:10 a.m. – 12 p.m. CLOSING KEYNOTEProgram: Don’t Pitch the Media, Be the Media.Speaker: Miri Rodriguez, MicrosoftLocation: Preserve BallroomDescription: In this dynamic session, Microsoft’s Miri Rodriguez will deliver key techniques that will help you write compelling copy to successfully win web traffic. Miri will share both B2B and B2C brand perspective and how to write winning pitches; put storytelling concepts ahead of internal marketing dictates, clichés and jargon; and decide which messaging to deploy via email and on social channels, and how to best suit it to each platform.

Shauna Wilson David ZapataAlex Ralicki, MSA Jennifer Smith, APR Ashley Svarney

Speaker list continued from page 3

Thank you to our generous sponsors!

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