Member Spotlight: Jessica Clark, APR

Jessica Clark, APR

Since 2007, Jessica Clark, APR, has been working in the Public Relations department at Shell Point Retirement Community. As the Public Relations Coordinator, she handles all external media relations and special events that promote the lifestyle with lifecare offered at Shell Point. Clark works closely with local media outlets to ensure that newsworthy stories and events related to Shell Point reach Southwest Florida residents. She also assists reporters with stories related to the senior industry.

She works closely with the Shell Point sales department to aid in the communication of specials and pricing for future residents. She also assists the sales team by planning and executing large-scale events such as Shell Point’s annual open house and fashion show.

In addition to handling the PR, media, and event planning for Shell Point, Clark also serves as a news anchor on Shell Point’s daily television program, Shell Point Today.

Prior to joining Shell Point, Clark worked at the United Way of Lee, Hendry, and Glades Counties, where she oversaw the Public Relations, media relations, and event planning for their campaigns and community events. The experience at United Way was instrumental in the advancement of knowledge for Clark while also making long-lasting connections with multiple individuals in the local community.

In 2001 she earned a Bachelor of Fine Arts Speech Communication degree with a focus on Public Relations from Valdosta State University, and received her Accreditation in Public Relations (APR) in 2008.

Member Spotlight: Erin Comerford

Erin Comerford joined the Lee County Port Authority, which operates Southwest Florida International Airport and Page Field, as public affairs coordinator in 2007. The public affairs department is responsible for the promotion of both airports though media relations and public information/marketing communications including special events, community relations programs, corporate citizenship and employee communications. The department also oversees the production of advertising and promotional materials, manages the Art in Flight program and maintains the airports’ websites. In addition to day-to-day responsibilities, Erin is the creative director for the bi-monthly employee newsletter for LCPA which involves organizing and assisting in composing and editing of content as well as the layout of the publication.

Prior to joining the Port Authority, Erin managed the sales, marketing and public relations activities for Advanced Air and Refrigeration, a Fort Myers-based air conditioning company, for almost two years. She was responsible for the budgeting, planning, and implementation of marketing strategies while improving customer relations and new customer acquisition campaigns. In the past she has also served as marketing assistant for the Asphalt Institute, Web content manager for eCampus.com and interned with the National Tour Association in Lexington, Ky.

Erin has been a member of FPRA since 2007 and currently serves as treasurer for the chapter. She has also taken on multiple leadership team positions over the years, including sponsorship chair and website chair, along with assisting on Image, media breakfast, venue research and promotions committees. Erin will be marrying her fiancé, Ethan, in September of this year.

May Member Spotlight: Rochelle Cherniawski

As the Communications Coordinator for Shell Point Retirement Community, Rochelle Cherniawski facilitates all internal communications among the population of more than 2,200 residents and 850 employees. Rochelle serves as the Assistant Editor for the community’s monthly magazine, Shell Point Life, which is distributed to each resident as well as numerous “key influencers” throughout Southwest Florida. Rochelle also oversees the production of several organizational newsletters. Three of those monthly newsletters are targeted to residents in Shell Point’s assisted living facilities and skilled nursing facility. She coordinates the production of a monthly member newsletter for the Shell Point Golf Club and organizes the production of a monthly newsletter for members of Shell Point’s Discovery Club. She also manages the production of the monthly employee newsletter, Currents. In addition to her editorial roles, Rochelle serves as a news anchor on Shell Point’s daily television program, Shell Point Today.

Rochelle joined the team at Shell Point Retirement Community in August of 2007. Prior to her position at Shell Point, Rochelle was an Account Executive at Campbell-Ewald Advertising in Detroit, where she managed advertising initiatives and direct mail campaigns for the United States Postal Service. She received a Bachelor's of Arts in Advertising from Michigan State University in 2004.

Shell Point Retirement Community is a not-for-profit continuing care retirement community located in Fort Myers. Shell Point has received national accreditation from CARF-CCAC, and is a nationally recognized leader in the retirement industry. The community offers retirement living in a resort-style environment with an 18-hole championship golf course that is open to the public, deep water boating access, and numerous recreational and fitness facilities.

Member Spotlight: Michelle Nagel

Michelle Nagel joined JJ Taylor Distributing Florida, Inc. as Marketing Manager in March of 2010. She comes from a background in radio as a promotions director and on air personality.

JJ Taylor is the local MillerCoors beer distibutor. Michelle is responsible for local execution of national programs for over 40 major beer brands including Miller, Coors, Heineken USA, Diagio and Samual Adams. She also organizes local events and coordinates all point of sale material for the company among other responsiblites. If you see Miller Lite at an event, Michelle most likely had her hands in it.

Michelle came to Florida from Kansas six years ago and now lives in Cape Coral with her husband Jon. She enjoys spending time in the outdoors, learning weird new things on the Internet, cooking and eating anything with cheese in it.

Michelle is a member of the Florida Public Relation Association's Southwest Florida Chapter Leadership Team and currently serves as the Hospitality Chair.

Member Spotlight: Victoria B. Moreland

Victoria B. Moreland joined the Lee County Port Authority as the department director of public affairs in May 2007. The public affairs department is responsible for the promotion of Southwest Florida International Airport and Page Field General Aviation Airport though media relations and public information/marketing communications including special events, community relations programs, corporate citizenship and employee communications. The department also oversees the production of advertising and promotional materials, manages the Art in Flight program and maintains the airport's Web site.

Moreland has 34 years of experience in the aviation industry. Prior to joining the Port Authority, Moreland was the Vice President of Planning with Spirit Airlines. She has held senior management positions in marketing, public relations, airport administration, government affairs, route selection and strategic planning for Spirit Airlines, Emerald Airlines and Air New England.

Moreland is a member of the American Association of Airport Executives (AAAE) and the Southwest Florida Chapter of the Florida Public Relations Association (FPRA). She served on the Southwest Florida Chapter of FPRA board as treasurer from 2007-2009 and as team leader of the Local Image Awards in 2009-2010 and 2010-2011. Moreland was awarded the 2010 Chapter Member of the Year from the Southwest Florida Chapter of FPRA for her work and contribution to the chapter.

November Member Spotlight: Danielle Flood

Danielle Flood joined ECHO, Educational Concerns for Hunger Organization in December 2007 after serving as a missionary in Niger, West Africa for two years. She is responsible for ECHO's Public Relations and Communications, including ECHO's website, media relations and social media campaigns.

Flood graduated magna cum laude from Florida Gulf Coast University with degrees in Spanish and Anthropology. She enjoys learning languages, experiencing diverse cultures and being outdoors.

Flood is active in the Florida Public Relations Association where she served as Special Projects Co-chair and currently serves as Website Chair for the Southwest Chapter.

October Member Spotlight: Lucy Costa

Lucy Costa is president of Promotional Incentives, Inc. and a long-time member of FPRA. Promotional Incentives is a strategic branding company that provides expert advice and products to companies and organizations with the focused goal of Getting Results® - bringing in more business, recognizing donors and employee achievements, and improving a company image.


The best examples of Lucy’s work are to highlight what she has done for our organization. In addition to being a member for more than 15 years, Promotional Incentives has provided the Southwest Florida Chapter speakers gifts such as candy jars and business card holders, board of director gifts including crystal desk accessories, USB Pens, and clocks, promotional giveaways like coffee mugs, promotional pens, t-shirts, our chapter professional awards (which were recently substantially upgraded), and most recently the FPRA T-shirts.

For more than 15 years Promotional Incentives has supported FPRA events on a statewide and local basis including event-themed giveaways like the Cactus-shaped pen for the Annual Conference Hoedown, flower power key rings for the 70’s themed party, flower-pot coffee mugs for “An Opportunity to Bloom” theme for the Southwest Florida chapter Image Awards, and USB flash drives for PR University attendees.

Lucy Costa has been a presenter on promotional marketing and recognition for our chapter as well as other organizations in the area. She serves on committees, boards and is involved with many civic and and non-profit organizations including PR University, Uncommon Friends Foundation, Lee Building Industry Association, CCMI, Habitat For Humanity, WGCU Public Media, and Epiphany Episcopal Church.

Above all Lucy loves FPRA and thanks all of its members for their continued support and loyalty to Promotional Incentives!

Member Spotlight: Carla Ulakovic (@carla_u)

As East County Water Control District's Community Project Specialist, Carla Ulakovic (@carla_u) specializes in community relations, grant writing, and media relations. She created and implemented the district’s first full-scale outreach program introducing Able Otter, the district mascot.

Carla holds a Masters of the Arts in communications/advertising (2007) from Bond University in Queensland, Australia and a Bachelor of Science in public relations (2005) from the University of Florida. During her master's thesis, she developed a strong passion for social media and has been an active speaker on the topic. As a freelance communications consultant, Carla uses her experience to guide public relations planning and social media strategy development for a variety of clients from theaters, to galleries, museums to small businesses.

She is an active member of the Florida Public Relations Association and serves as the as vice president for communications for the Southwest Chapter. She has been past emerging communications chair 2008-2009, implemented the Chapter’s popular Social Media Café series, and has participated in several committees from the 2008 Media Breakfast to PRU 2009. In 2009, Carla was named Rising Star for the Southwest Florida Chapter. In the new Chapter year, she will serve as president-elect and as co-chair to PRU 2010.

Member Spotlight: Kate Gooderham, APR, CPRC

Kate Gooderham, APR, CPRC is president of Gooderham & Associates, Inc., a Fort Myers, Florida consulting firm established in 1986, specializing in issues management, public information campaigns, grassroots organizing, governmental lobbying and monitoring, coastal permitting and strategic planning. A cum laude graduate of the University of South Dakota majoring in English and history, she was accredited in public relations in 1999 and certified as a public relations counselor in 2008.

She and her husband serve as executive directors of the American Shore & Beach Preservation Association (ASBPA). Founded in 1926, the ASBPA the scientific, technical and political interests along the coast in an effort to shape national research and policy concerning shore and beach management and restoration. One of their responsibilities is to plan, organize and execute two conferences a year.

Gooderham is active in the Florida Public Relations Association where she serves as vice president for professional development for the Southwest Chapter. She has been past chair of the Counselor’s Network, past president of the Southwest Chapter, past accreditation chair, 2001 Member of the Year, and 2005 PR Professional of the Year.

Question and Answer with Kate Gooderham, APR, CPRC

Q) What does it mean to you to be a part of the SWFL Chapter of FPRA and how has your involvement with the Association helped you in your endeavors?

A) Many of us, including myself, work either alone or with one or two people. It’s isolating. FPRA provides the networking and professional development which are critical to stay competitive. FPRA is different from many professional organizations in that fellow members really want to help. I have called on members for simple suggestions and big questions. In every case I have had prompt, professional responses.

Q) How has becoming accredited in public relations helped your career and do you have any tips for others who are considering the option?

A) Earning both the accreditation and the certification has given me confidence. It also makes our company stand out when clients are looking at us. For those considering accreditation, buy the books (you can get used ones very reasonably) and make a commitment to participate in the study sessions. Give yourself a deadline. I left annual conference one year and then made a commitment that I would begin preparing for the CPRC exam immediately after a February event, and that I would take the exam before the next year’s conference. I also found a study buddy who wanted to follow the same schedule, which helped.

Q) What is the most interesting project you have had to do?

A) I’ve had a number of really interesting projects. Sometimes the ones that help focus one’s life are the projects that stand out. In 1980, I was at a crossroads in my life. I was hired to do the internal public relations for a beach restoration project at South Seas. The project and the process were fascinating. After overcoming unbelievable obstacles, it was amazing to see the sand that was placed on the beach.

Q) As an accomplished public relations professional, what advice would you give to those who are just starting their careers in the field?

A) Get involved in FPRA. The opportunities for professional development are unlimited. When you take on committee responsibility, you learn and grow. Being an officer is leadership training at no cost!

Q) What drew you to first become a part of the SWFL Chapter of FPRA? Tell me about what made you come to your first meeting and what kept you coming back for more.

A) When I first attended a meeting, I was working alone. I definitely needed the networking. I kept coming back, because the programs were good and I liked the members. Then I was asked to be on the Board. Some of our most active members are the younger members. I find working with that group to be very satisfying and inspirational.

Q) What do you enjoy to do for fun in Southwest Florida?

A) I really enjoy the work I do on behalf of beaches. I also like to swim, ride bicycles, travel, garden and read. I’m very excited that I’m learning to grow herbs. Food tastes so much better with fresh herbs!

Member Spotlight: Wendy Payton-Enriquez

Wendy Payton-Enriquez applies an original mind and her instincts to help clients establish, articulate and achieve their integrated marketing communications goals. She uses her seventeen years of experience to guide marketing planning, brand strategy development and account service activities at pearl brand communications (discoverpearl.com).

Wendy started her career in 1993 in the public relations department at The Florida Aquarium, a million-visitor tourist attraction in Tampa. Since moving to agency work in 1997, she has directed a broad range of accounts with annual budgets up to $15 million. After a six-year stint at Fort Myers-based Tweed Advertising, she and creative partner Scott Qurollo launched pearl in 2008.
She currently serves as president of the American Advertising Federation-Southwest Florida and is a member of Florida Public Relations Association. She holds a Bachelor of Business Administration degree in marketing from Cleary University of Ann Arbor, Michigan. Her work has earned numerous national advertising and marketing awards.

Member Spotlight: Kelly Ann Packard, Hillgate Communications

Kelly Ann Packard is account manager at Hillgate Communicatons, a full-service communications and marketing support agency located on Sanibel Island. Kelly graduated from the University of Florida with a master’s degree in Mass Communication in May 2009. During her time at the university, she was the director of public relations for Gator Growl, the world’s largest student-run pep rally, and developed relationships with local and state media. She also served as promotions director and communications director for the UF Chapter of the American Marketing Association, where she created all print and website material and organized the chapter’s involvement on campus.

In the last two years, Kelly completed several public relations-focused internships at Haven Hospice, Shands HealthCare, University of Florida Student Health Care Center and University of Florida Office of Technology Licensing. As an undergraduate public relations student at Westfield State College in Massachusetts, she served as a media relations intern for the Springfield Falcons Hockey Team in Springfield, Mass.

Kelly has spearheaded several fundraisers and charities, including a holiday card drive for military service members, families and veterans, and a care package collection drive and shipment to University of Florida students and alumni serving in Iraq and Afghanistan. She participates in the March for Babies, Bikers on Parade for the USA, Adopt-a-Road and several local veteran organizations. She has also donated her time and public relations expertise to the Collegiate Veterans Society and Omega Delta Sigma National Veterans Fraternity.
Kelly is a member of the Community Cooperative Ministries, Inc. (CCMI) PR Task Force, Southwest Florida Gator Club, Junior League of Fort Myers and Florida Public Relations Association. She thrilled to be starting her career in Southwest Florida where she said there are so many resources available to young professionals.

Member Spotlight: Betsy Clayton, Lee County Parks and Recreation

Our February Member Spotlight is a new member to our chapter! 

Betsy Clayton is the waterways coordinator for Lee County Parks and Recreation. She assists with Lee County Parks’ media relations with editing and writing, and also works with the Lee County Visitor and Convention Bureau in hosting eco-, outdoors and kayaking journalists from around the country and globe.

Her primary job is to market and coordinate the Great Calusa Blueway, a 190-mile mile marked canoe and kayak trail from Bonita Springs to Bokeelia via Estero Bay, Pine Island Sound and Matlacha Pass, the Caloosahatchee River and its tributaries (see www.calusablueway.com). She coordinates the Calusa Blueway Paddling Festival (www.calusabluewaypaddlingfestival.com), a 10-day countywide eco-festival with more than 70 events. It happens each year the last weekend of October through the first weekend of November.

Clayton also is a freelance journalist. She’s a columnist for The News-Press’ Tropicalia and an outdoors columnist for Florida Weekly. She writes for luxury lifestyle magazines and boating publications throughout the U.S. and Canada.

A graduate of the journalism school at the University of Oregon, Clayton also has lived in Washington State, California, Washington D.C. and – of course – Southwest Florida, her home for 16 years.