August Meeting Recap: FPRA Explores Writing for the Media

By: Kerri Goldsmith, Social Media Chair 

Kara Winton, APR, CPRC

Some things never change. However, other things like the AP Stylebook always do. At the chapter’s August luncheon meeting, Kara Winton, APR, CPRC, shared some recent updates and common mistakes when it comes to writing in AP style.

Why is it important to use the AP style guidelines? The Associated Press Stylebook is considered “the journalist’s bible”. Writing for the journalistic world is different than standard marketing or advertising communications. You’ll enhance your credibility and let journalists know you draft serious copy. Writing in the format they prefer also increases the likelihood your news release will be published as closely as possible to the version you submitted.

New in 2011, in addition to expanded food and social media sections are recommendations for spelling, punctuation and capitalization of the following terms:

• email
• cellphone/smartphone
• bed-and-breakfast
• 911 call
• ecosystem/ecotourism
• iPad

During an interactive session, Winton invited attendees to identify some of the most common AP style mistakes in some sample news releases. Here are just a few of them that should be avoided:

• Abbreviation of the states is NOT in the post office format. It should be Fla. Instead of FL.
• Telephone numbers should be hyphenated 239-123-4567 rather than with parentheses.
• Do not capitalize the “southwest” when using the location southwest Florida.
• Website in AP style, is all one word, not two.
• The numbers one through nine are spelled out; numbers 10 and above are used as numerals.
• Use a.m. and p.m.; not AM/PM or am/pm.

The AP Stylebook is updated each year, and the 2011 spiral-bound edition was released in May. You can also purchase an online subscription or edition for your smartphone to receive more frequent updates. AP Stylebook is even on Twitter as @APStylebook. For some laughs, read tweets from @FakeAPStyle.

AP for PR: Enhancing public relations credibility with one simple book

Kara Winton, APR, CPRC

Is it Fla. or FL? Do I capitalize the boss’ title? These details might seem insignificant, but quite the opposite is true. Nothing gives a news release, and the public relations professional submitting it, more credibility than having these details correct. Enter the “AP Stylebook.”

Join us Aug. 2 as former journalist and PR professional Kara Winton, APR, CPRC leads a hands-on discussion about why The Associated Press style is important, common mistakes made in news releases (NOTE: news releases not press releases!), how to establish your company’s own stylebook and tips for ensuring your company or organization has credibility even if your colleagues have never heard of AP style. We’ll explore the most applicable entries in the stylebook and see how, for example, Lee County Parks & Recreation created its own consistent style.

The 2011 stylebook was just released, and we’ll learn what’s new (e-mail is now email!). You might even win one to take back to the office with you. Bring along a copy of the AP Stylebook and be entered into a drawing for a brand new spiral bound book. Seasoned professionals are encouraged to bring their oldest copy of the Stylebook, and we will give away a second stylebook to the guest with the oldest version.

Utilizing her days as a newspaper reporter and her passion for AP Style, Kara will help you walk away with practical tips to enhance the credibility of your news releases. Kara has more than 20 years of media and public relations experience as a reporter at The News-Press, public information officer for the Fort Myers Police Department and account manager for Priority Marketing. She recently embarked on her newest career as a full-time mother and part-time graduate student. She has served FPRA in several capacities and currently is credentialing co-chair.

Join us Aug. 2 and don’t forget to bring your AP Stylebook! Register online today at http://www.fpraswfl.org/.

Meeting Details
Tuesday, Aug. 2
11:30 a.m. – 1 p.m.
Broadway Palm Dinner Theatre
Cost: $20 for members
$25 for nonmembers
$12 for students

March Meeting Recap: Brand Your PR Firm – and Yourself!

Submitted by: Kerri Goldsmith

On March 1st, members and guests of the Southwest Florida Chapter of the Florida Public Relations Association learned how to take a brand beyond the logo and “walk the talk.” Christine Wright-Isak, Ph.D. shared her insights about branding and how to apply strategies for ourselves, our businesses and our clients.

Dr. Wright-Isak is a marketing and branding consultant and a Professor of Marketing at Florida Gulf Coast University’s Lutgert College of Business. Her experience includes work at Young & Rubicam and on well-known brands such as Hanes, Champion, and Colgate.

When branding a professional public relations practice, Dr. Wright-Isak recommends doing so for yourself as an individual, too. Consider the what, why, when and how?

 WHAT is branding? It’s many things… a name, color, logo, marquee, music tag, reputation, history, relationship, commitment and reassurance. Consumers are overloaded with decisions each day, and trustworthy brands facilitate decisions.

 WHY is branding important? In addition to facilitating consumer decisions, it can make your area of expertise or your values clear. Sometimes others don’t know you as you want to be known. If you don’t clearly communicate what you and your firm are about, your competitors will. Consider branding a practice cost that is an investment, not just overhead.

 WHEN and HOW should branding be implemented? It can be done incrementally, as time and budget allow. Once you identify what makes you unique and valued, focus on intangible brand aspects, especially those that connect strongly to the user’s values. For example, Disney’s brand is all about the magic of childhood. Each initiative is branded with a consistent look and message. Live your values. A journal is a great way to reinforce doing just that.

Some strategic steps to follow for any size brand would include:

•  Inventory perceptions of what your brand means to others. Recognize all constituents.
•  Research what promise you can keep well. Define it for all constituents and get feedback.
•  Communicate that promise clearly and then keep it with your actions.
•  Position to differentiate yourself from perceived alternatives. Consistently express your point of difference in all communications.
•  Engage specific, strategic defined audiences.
•  Continue to “make deposits” through improvements, public relations to educate constituents, promotions to add value, and advertising to create/clarify the meaning of your brand.
•  Maintain your brand power by “minimizing withdrawals’. Brand reputational equity accrues influence leverage, is a platform for reputation management during troubled times, and builds a stockpile of trustworthiness.

“Prepare for your own surprising future, and then it will come to you.”

February Monthly Business Meeting: Social Media Success Stories

Considering using Facebook, Twitter, or other social media as a tool for marketing, public relations, or non-profit fundraising? Many in our area have found out that achieving social media success isn't as easy as it might look. The Florida Public Relations Association (FPRA) Southwest Chapter presents "Southwest Florida Social Media Success Stories" at its February meeting. Panelists Jennifer Berg, Lydia Black, and Ginny Cooper will address the return on investment of social media and discuss their experiences with social media.

This event will be held on Monday, February 1. The luncheon meeting will begin at 11:30 a.m. Guests are welcome to attend.

Jennifer Berg

Berg currently serves as the Marketing and Communications Director for the Fort Myers Regional Partnership, Lee County’s Economic Development Office.As the Marketing and Communications Director, Berg is responsible for carrying forward the strategic marketing and communications plan for the Economic Development Office. She brings to her position a wealth of experience in a 15-year career that has spanned the spectrum of national advertising and public relations experience.

Lydia Black

Black has served as the Executive Director of the Lee County Alliance of the Arts for the past two years. She earned a Masters degree in Nonprofit Management and undergraduate degrees in Political Science and Communications. Before moving to Southwest Florida from Washington, DC, in 2005, she served as the Program Director for Eastern University’s Nonprofit Management programs. Black is an active community volunteer and is a member of Rotary Club of Fort Myers, Greater Fort Myers Chamber of Commerce, the Junior League and Gulf Coast Society of Fundraisers. In 2009, she was named a GulfShore Business 40 under 40 recipient and was recognized for her dedication to the Nonprofit Sector.

Ginny Cooper, APR, CPRC

Cooper founded her public relations and marketing agency following a long and varied career that spanned banking, retail sales and merchandising, journalism, real estate and human resources. Her agency, The Cooper Group, emphasizes both traditional and new media public relations.

In 2010, Cooper was invited to present a workshop at TWTRCON SF 2010, a national conference on the use of Twitter for business, headlined by representatives from some of the world’s foremost social media-savvy corporations such as Ford Motor Co., PRNewswire, H&R Block, Southwest Airlines and Edelman Digital.

The cost to attend the February luncheon meeting is $20 for members, $25 for non-members and $10 for students. Walk-ins are welcome for an additional fee of $5. For reservations or information, visit http://www.fpraswfl.org/.

Click here to register today!

December meeting recap: Are you a bouncer or a splatter?





December’s FPRA Southwest Florida Chapter membership meeting included both a community service project for feeding the hungry and hearing from someone’s whose mission is to do so on a daily basis - Sarah Owen, CEO of Community Cooperative Ministries, Inc. (CCMI).

As part of CCMI’s management process, they reflect on both the successes and challenges faced throughout the year, including accepting and acknowledging how the challenges actually helped them improve. She compared taking risks to a trapeze artist hanging on to the safety of the bar versus the beauty of when they let go and fly through the air. The beauty lies in letting go rather than always playing it safe.

Our response to discouragement and failure that sometimes occurs when taking risks holds the key to our future. You can either be a “splatter” – someone who falls apart or becomes crippled when discouraged; or a “bouncer” – someone who pulls it together and rebounds. It’s a choice whether to give up or get up.

In the past year, Starbucks’ business model was crumbling. They were shutting down stores, receiving bad press and failure was predicted. Owens and CCMI examined what happened and learned from it. Rather than giving up, Starbucks created a new way of doing business by adding new products and services and recreating the look of the stores and is now on the path back to success.

When nominated for the Energizer Keep Going Hall of Fame, Owens was touched by the profound stories of the other nominees, and discovered the tie-in between personal and business determination to “keep going” despite adversity.

Become the “bouncer” and help other people to bounce. Your positive influence can also be pivotal to rescuing others from self-destructive discouragement. At CCMI, stories of despair are common every day. Each employee and volunteer is a part of the culture of helping people in need to keep going.

How do we rescue others? Help them to properly interpret setbacks by guiding them to the right perspective, connecting them to the right people, and restoring them with the right words.

In closing, Owens encouraged us to look carefully at 2010 and become the most beautiful trapeze artist we can be in 2011.

FPRA December Business Meeting

"Lessons Learned from Starbucks and the Energizer Bunny"

On Monday, December 6, you will hear from one of our area’s most amazing and effective leaders! Sarah Owen, Chief Executive Officer of Community Cooperative Ministries, will share her insight into business, public relations and leadership principles that she has learned this year from Starbucks and her experience with the Energizer Keep Going Hall of Fame. In addition to being CEO of Cooperative Community Ministries, Sarah Owen is a social service entrepreneur. Her journey into the non-profit arena came by way of a career in public relations and corporate communications. Sarah has worked in investor relations, public relations and corporate communications for publicly traded companies on the New York Stock Exchange as well as private companies throughout the Southeastern United States. God has blessed Sarah with the opportunity to work at CCMI, and she humbly acknowledges that He equips her to carry out her responsibilities.

Food Drive
In the spirit of giving during this holiday season we will be holding a food drive at our December meeting to help CCMI meet the growing needs of the community. Please bring a non-perishable food item to donate to this worthwhile cause. 

Click here to register now!