Wednesday, October 22, 2014

November Speaker-Ned Pope on Mobilizing the Next Generation

Ned Pope is a fifth generation Floridian with a long track record of success in project management and implementation. In his time at the Florida NEXT Foundation, he has implemented programs such as Give Day Tampa Bay and Impact Forums. Pope previously served as the vice president of Alternative Dispute Resolution and Project Management for the Collins Center for Public Policy, where he directed and administered six court- ordered mediation programs and a statewide mediation program sponsored by Fannie Mae.

Pope also served under Alex Sink as director of external affairs during her administration as chief financial officer of Florida. Before taking that position he served as the Department of Financial Services’ primary certified contract negotiator, representing the state as lead negotiator in the 2008 Worker’s Compensation Medical Case Management Project. In 2007, Pope co-managed and developed the nationally recognized searchable contract transparency website, currently known as “FACTS”. Before going to work directly for DFS he served as the operations manager for the agency’s Hurricane Insurance Mediation Program, administered by the Collins Center from 2004-07.

Ned Pope is a 2001 graduate of Georgia Southern University, with a Bachelor of Science degree in Print Management/Publishing, and 2004 graduate of Florida State University, with a Master of Science degree in Communications, New and Interactive Technology. He is also the owner and CEO of the Pope Management Group, a project management firm that consults private companies on workflow efficiency and compliance with their government contracts.


Pope lives in Tampa with his wife, Merris, daughter, Avery, and son, Miles.

2014 PR University

Kicking off PRU this year was the director of marketing and business for Park Royal Hospital and former FPRA president, Lynn Schneider, APR, CPRC. Speaking on the 5 W's of PR research, Lynn shared her expertise in using Hendrix's ROPE or Marston's RACE method in developing strategic, public relations campaigns based on research. Hint: Research, Objectives, Program, and Evaluation. 

Mayela Rosales, executive vice president of Media Vista Group provided the group with insight into the Hispanic market right here in Southwest Florida. According to statistics Mayela shared, the buying power of Hispanics is estimated to grow by 1.5 trillion by 2015 and we are #35 for the Hispanic DMA in the country. When considering your marketing efforts, don't forget to include a Spanish language component as you can easily include this growing demographic. 

Keith Grossman, attorney and owner of Grossman Law Firm, spoke on creating a paradigm shift to not only manage conflict, but to channel that conflict into a better solution. The key to not only coming to a compromise, but to a collaboration is what Keith calls the PEACE method; Pause, Ear (listen), Create strategy and Engage or ignore. Try it the next time you need to manage unhappy clients!

Storytelling Marketing? Many of us questioned how often we would be able to use Erik Stafford’s 7 plot types, 7 Power Tools and 7 Emotional Triggers when very often we’re writing news releases or advertorials. However, Erik (creative director of ISOOSI Marketing Agency) quickly explained that you can easily incorporate one of two of these practices when posting to social media, drafting blog articles, editorial articles, pitching to media….the list goes on.

Susan Bennett, president of Susan Bennett Marketing & Media, taught us all a few things about how to take our careers in public relations and marketing to the next level. By constantly building relationships, thinking in terms of results, developing your own style to stand out from the crowd and never being satisfied with the status quo, you might just see your opportunities skyrocket!

Chief Stephanie Spell has worked for the Collier County Sheriff’s office for many years and her expertise shone through. Combining social media, advertorial inserts in Naples Daily News, developing a new branding logo and constantly building stronger relationships within the community, Stephanie completely revamped the image of the Sheriff’s office. Click here to view the now famous Safety Video.

Our last speaker flipped our world upside down when he stated that the adage, “The more you can do, the more successful you’ll be” was a lie. According to author, national radio and television host, David Essel, M.S. we should all put our focus on one area of our lives and focus on that. Whether it be your career, your relationships with others, your relationship with yourself, your finances, your health or your spirituality, focus on the one area you’ve been ignoring and watch your life change for the better. When you put your attention on one area and maximize your potential you will see your efforts return to you in kind. Essel explained that once you get rid of a fixed mindset (ex. I can’t find a job because there are no jobs available in this town) and adopt a growth mindset you will begin to change and the world around you will change. “Do that which you don’t want to do, but to get to the next level you have to.”




Boosting Social Media Engagement

If you are responsible for the content management of social media pages, then you know all too well how difficult it can be to come up with ideas to keep your audience engaged. Social media shouldn’t be used to solely promote your company or product; it should also be a place where you build relationships. A recent article on Netweaveonline.com entitled “6 ‘go-to’ Facebook Posts” lists ideas that you can try if you are in need of some inspiration to engage your fans and get them interacting.

Below are the six “Go-To” posts they recommend:

1.     A simple text-only question: Asking a question is an easy way to get your fans to engage. This article suggests something as simple as: “If you were to get in your car right now, how long would it take you to get here?”   

2.     A shareable meme: In case you don’t know, an internet meme can be a funny image, text, video, or hashtag. Memes are all over social media and with so many to choose from, you can almost always find one that relates to your company. If you aren’t able to find one, there are websites where you can create your own. 

3.     A caption-this photo: Find a photo that is relevant to your business and ask your fans how they would caption it.  

4.     A “this vs. that” question: People love giving their opinion! Find something relevant and ask your fans what they prefer. You can keep it simple and just use text or add a photo to make it stand out more on their newsfeed.

5.     An inspirational quote:  Share a quote that your fans can relate to. Quotes that they find sentimental or motivating will get the most response and including a photo will elicit shares. 

6.     A trending hashtag: You can search to find hashtags that are trending or you can use the popular “day of the week” hashtags such as #SundayFunday or #ThrowbackThursday. 


The next time you are racking your brain for engaging material, try one of these “go to” posts to get your fans interacting. When trying new ideas on social media, be sure to maintain the same tone you’ve established with your fans and keep all of your interactions relevant to your business.   

Tuesday, September 23, 2014

Student Perspectives from the Annual Conference

Molly Nurczyk, President, FGCU FPRA Student Chapter
Junior, Florida Gulf Coast University


As president of the FGCU FPRA Student Chapter, I found the 76th Annual Conference extremely beneficial not only for me, but for my board members and my club in general. From the numerous guest speakers to the delicious “Think FPRA” themed desert, I simply had a blast at the Annual Conference this past August. The conference made me appreciate the PR industry even more than I already do. Additionally, this experience made me grateful that I was able to so easily pick the perfect profession for my future career. I can’t thank the professional chapter enough for the scholarship and opportunity to attend the conference. Below are my top three favorite parts of this year’s Annual Conference.

No. 3:  Swag.  “Think FPRA” themed portfolio, bag and stylus pen that lights up

As a college student, it felt great to receive such a useful gift that I can use in the future for all my meetings, my future internships, and for my first job. Most college students don’t think to invest in a portfolio, much less receive one for free at a conference.

No. 2:  Amazing guest speakers and topics

Unfortunately, because PR is only a concentration and not a major at my university, I only get to learn PR through six different classes. Because of this, I try my very best as president of our student chapter to get as many useful topics as possible at our meetings that we normally don’t get to cover in class (such as graphic design, social media, and crisis communication). I was extremely grateful that there were so many topics and great guest speakers at the conference. My only complaint was that I wish I could’ve sat in on multiple topics that were being presented at the same time.  

No. 1:  Networking

I spent the majority of my summer in my hometown in Sarasota, Florida. Sadly, this meant that I couldn’t really network with the professional chapter over the summer. Thanks to the FPRA          Annual Conference, I was able to meet and network with almost all of the professional chapter            members that were at the conference. (I even got lucky and sat next to one friendly member during the first general session on Monday when I didn’t know anyone.) I had members of the           professional chapter seek me out, which felt incredible. I often tell my executive board members and members of our club about this experience because it goes to show that great opportunities await you through involvement with FPRA.

Because of this wonderful experience, I am trying my best as president to get funding to help pay for hotel expenses, food, and gas so that more students from FGCU can attend the Annual Conference next summer.
                


Amanda Brown, Professional Liaison FGCU FPRA Student Chapter
Senior, Florida Gulf Coast University


Going to 2014 FPRA conference was a life changing experience. I am so grateful; this experience is something I will not forget for the rest of my life.

Listed below are the top five things I learned from the guest speakers. The knowledge I learned is something I will keep for the rest of my life.

1.     Every interaction is an opportunity.
      - Renee Wilson
2.   You don't have to have a title to be a leader
      - Sarah Robinson
3.   The key to good writing is brevity
      - Dan Farkas
4.   Life is about reaction, capture the moments
      - Dan Farkas
5.   Branding is the single most valuable asset
      - Steve McKee

My top experience was having breakfast with the current state president and two previous state presidents. It was an amazing experience to learn about their expertise, careers and why they love FPRA. Every person I met was so welcoming and willing to help my career.

By the end if this experience I met individuals willing to help me with finding a job after graduation, editing my resume and mentoring me throughout my public relations career. I would not have had these opportunities without the scholarship I received. The Southwest Florida chapter is amazing and I really appreciate this association for offering me the opportunity to better my future.

FPRA 2014-2015 Sponsorships

Platinum Sponsor Level $1,500


·       Logo on Home Page of chapter website
·       Business featured in one issue of monthly newsletter with an article of 500 words or less and photo
·       Logo, link and 50 word company description on dedicated Sponsor Page of chapter website
·       Verbal acknowledgment of sponsorship at each meeting/event
Includes event sponsorship for all five of the Chapter’s annual special events:
·       Pro-Bono Day
·       PRU professional development seminar
·       Media Breakfast
·       Local Image Awards
·       Merry Mixer
Consisting of:
·       Acknowledgment in news releases distributed regarding the event
·       Logo on all printed and/or electronic collateral promoting the event       
·       Opportunity to place promotional material in attendees’ swag bags
·       Two (2) complimentary admissions to each event – must register representatives online
·       Opportunity to display materials at a special table at the event
·       Opportunity to address attendees of each annual special event for 3 minutes

Includes monthly luncheon sponsorship of one of eight regularly scheduled business meetings consisting of:   
·       Acknowledgment in all news releases distributed for meeting (does not guarantee placement in media)
·       Logo included on registration page for that particular meeting
·       Four (4) complimentary admissions to the event – must register representatives online
·       Opportunity to display materials at a special table at the event
·       Opportunity to address members for 3 minutes

Premium Sponsor Level $1,000


·       Logo on Home Page of chapter website
·       Business featured in one issue of monthly newsletter with an article of 500 words or less and photo
·       Logo, link and 50 word company description on dedicated Sponsor Page of chapter website
·       Verbal acknowledgment of sponsorship at each meeting/event

Includes event sponsorship for three of the Chapter’s annual special events:
·       Pro-Bono Day
·       PRU professional development seminar
·       Media Breakfast
Consisting of:
·       Acknowledgment in all news releases distributed regarding the event
·       Logo on all printed and/or electronic collateral promoting the event       
·       Opportunity to place promotional material in attendees’ swag bags
·       One (1) complimentary admission to each event – must register online
·       Opportunity to display materials at a special table at the event
·       Opportunity to address attendees of each annual special event for 3 minutes

Includes monthly luncheon sponsorship of one of eight regularly scheduled business meetings consisting of:   
·       Acknowledgment in all news releases distributed for meeting (does not guarantee placement in media)
·       Logo included on registration page for that particular meeting
·       Three (3) complimentary admissions to the event – must register online
·       Opportunity to display materials at a special table at the event
·       Opportunity to address members for 3 minutes

Deluxe Sponsor Level $750


·       Logo and 50 word company description on dedicated Sponsor Page of website
·       Verbal acknowledgment of sponsorship at each meeting/event

Includes event sponsorship for two of the Chapter’s annual special events as follows:
·       Pro-Bono Day
·       Media Breakfast
Consisting of:            
·       Logo on printed and electronic collateral promoting the event
·       Opportunity to place promotional material in attendees’ swag bags
·       One (1) complimentary admission to each annual event - must register representatives online
Includes monthly luncheon sponsorship of one of eight regularly scheduled business meetings consisting of:   
·       Acknowledgment in all news releases distributed for meeting (does not guarantee placement in media)
·       Logo included on registration page for that particular meeting
·       Two (2) complimentary admissions to the event – must register online
·       Opportunity to display materials at a special table at the event
·       Opportunity to address members for 3 minutes


Standard Sponsor Level $500


·       Logo and 50 word company description on dedicated Sponsor Page of website
·       Verbal acknowledgment of sponsorship at each meeting/event

Includes event sponsorship for one of the Chapter’s annual special events as follows:
·       Pro-Bono Day
Consisting of:
·       Logo on printed and electronic collateral promoting the event      
·       Opportunity to place promotional material in attendees’ swag bags
·       One (1) complimentary admission to the event  - must register representative online

Includes monthly luncheon sponsorship of one of eight regularly scheduled business meetings consisting of:   
·       Acknowledgment in all news releases distributed for meeting (does not guarantee placement in media)
·       Logo and link included on registration page for that particular meeting
·       One (1) complimentary admission to the event - must register representatives online
·       Opportunity to display materials at a special table at the event
·       Opportunity to address members for 3 minutes

Lunch Sponsorship Level $250

Sponsorship of one of eight regularly scheduled business meetings consisting of:
·       Acknowledgment in all news releases distributed for meeting (does not guarantee placement in media)
·       Logo and link included on registration page for that particular meeting
·       Two (2) complimentary admissions to the event – must register representatives online
·       Opportunity to display materials at a special table at the event
·       Opportunity to address members for 3 minutes


#Hashtags and #PR

We all have those friends that are #hashtagcrazy, but those little hashtags in the marketing and public relations world can pack quite a punch. Before you start going #hashtagcrazy, be sure you know what they are and how to use them effectively.

What is a hashtag? To put it simply, it is a word or phrase with a number sign (#) in front of it that you add to your social media updates. The hashtag then becomes a link that you can click on to see more posts with that hashtag. While the hashtag initially became popular on Twitter, it is now being used on other social media platforms such as Instagram, Facebook and Pinterest.

The point of using hashtags as a PR professional is to gain more exposure for your employer, client or event on social media. There are so many great articles on this topic, but there’s a very straightforward explanation on Socialmediaexaminer.com. They discuss four easy steps for choosing a successful hashtag:

1.     Choose Something Unique: The goal is to reach people with the use of hashtags and have others join in the conversation. If you choose a common hashtag the post will get lost among thousands of others, but if you choose something unique to your company or event the posts will all standout and be streamlined into one group. Of course you can add additional hashtags to reach a larger audience, but creating one unique hashtag is imperative. 

2.     Choose Something Easy to Remember: Making sure your hashtag is easy to remember is important. Choosing something that is simple to spell and read is key. If it is too long, it will take up too much space in a tweet and chances are it will be misspelled, so keep it short.

3.     Use the Hashtag on Multiple Social Media Channels: It is going to be tough to get your hashtag to catch on, so be sure you’re giving it as much exposure as possible. The more people see it, the more they will remember it, and the more they will use it.

4.     Search for the Hashtag Before You Use It: You do not want to choose a hashtag and roll out a social media campaign with something that is already being used, especially if it is being used in a negative manor. Always research and find out what, if anything, is being talked about with that hashtag.


These are just a few tips to ensure you are using hashtags in a positive and effective way. Using multiple and generic hashtags on social media platforms is okay too, but always be sure the words or phrases you are using are appropriate and will benefit the exposure of your company, client or event.

Friday, September 19, 2014

Announcing our newest APR, Deborah Jonsson!

Deborah Jonsson, APR, of the Southwest Florida Chapter of the Florida Public Relations Association
(FPRA) and Gulf Coast Chapter of the Public Relations Society of America (PRSA) recently earned professional public relations accreditation, and received the designation of Accredited in Public Relations (APR).

Jonsson joins the more than 4,300 active public relations professionals worldwide who represent an elite group of highly skilled professionals committed to practicing with exemplary ethical standards, including 29 in southwest Florida.

Jonsson is the public relations manager at Avow, a nonprofit organization serving Collier County residents suffering from serious and terminal illness and loss. She is an active member of both FPRA and PRSA. She has served on the Gulf Coast Chapter PRSA board since 2012 and will assume the role of president in 2015. She prepared for the APR exam through FPRA student sessions. Jonsson studied fine arts at Nazareth College of Rochester and earned a Certificate in Public Relations from Rochester Institute of Technology.

To earn accreditation, candidates must pass an oral presentation and rigorous written examination administered by the Universal Accreditation Board (UAB), which is an alliance of eight national and statewide professional associations dedicated to furthering the field of public relations and the development of public relations professionals. FPRA is a member of the UAB.

About the Florida Public Relations Association
The Florida Public Relations Association is dedicated to developing public relations practitioners who, through ethical and standardized practices, enhance the public relations profession in Florida.  For more information on the Southwest Florida Chapter of the Florida Public Relations Association, visit www.fpraswfl.org.

About the Public Relations Society of America
Chartered in 1947, the Public Relations Society of America (PRSA) is the world’s largest and foremost organization of public relations professionals. PRSA provides professional development, sets standards of excellence and upholds principles of ethics for its members and, more broadly, the multi-billion dollar global public relations profession. We also advocate for greater understanding and adoption of public relations services. For more information on the Gulf Coast Chapter of Public Relations Society of America, visit: www.gulfcoastprsa.org