2024 PR & Comms Summit

Reach New Professional Heights at the PR & COMMS SUMMIT

It’s a new name but the same great opportunity for learning, networking and celebrating with the best in the communications business!

Join us from August 4-7 at the PR & Comms Summit in Tampa, Florida. For 85 years, 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 today for success.

This year’s gathering of communications professionals will engage with captivating speakers on topics that will help them “summit” to the top of their game for the organizations they represent as they hear from communication leaders from leading brands such as Microsoft, Walt Disney World Resort, Royal Caribbean Group, Paramount / MTV Studios and more.

And in true FPRA style, attendees will get inspired and reenergized, all while capturing that coveted aha moment that helps them do their jobs better than ever. Join us at the 2024 PR & Comms Summit!

Register today and get ready to Summit with FPRA!

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Speakers

Dillin Keynote

JACQUEE WAHLER, MBA
VP of Communications
Walt Disney World Resort
READ BIO
Communicating Disney’s Impact in Florida

Miri Rodriguez headshot

Keynote

MIRI RODRIGUEZ
Chief Storyteller
Microsoft Corporation
READ BIO
The Future of Storytelling

Lauren Woulard headshot

Keynote

LAUREN WOULARD
Director of Communications
Paramount/MTV Entertainment Studios
READ BIO
Mastering the Art of Intentional & Impactful Campaigns

Jon Goldberg headshot

Keynote

JON GOLDBERG
Founder & Chief Reputation Architect
Reputation Architects Inc.
READ BIO
Uncivil Dialogue: How AI is Derailing Public Discourse and Dividing Our Society, and What PR Pros Can Do About It

Alecia Collins headshot

Keynote – Panel

ALECIA COLLINS
Communications Director
Florida Division of Emergency Management
READ BIO
Leveraging Social Media Influencers for the State of Florida’s Public Awareness Campaigns

Josh Wicks Robinson @Omgitswicks headshot

Keynote – Panel

JOSH WICKS ROBINSON @OMGITSWICKS
Podcaster, Influencer & Florida Sketch Comedian
READ BIO
Leveraging Social Media Influencers for the State of Florida’s Public Awareness Campaigns

Mike Boylan headshot

Keynote – Panel

MIKE BOYLAN
Blogger & Influencer
Mike’s Weather Page
READ BIO
Leveraging Social Media Influencers for the State of Florida’s Public Awareness Campaigns

Aaron Marks, MPA, NRP, MEP headshot

Workshop & Breakout Speaker

AARON MARKS, MPA, NRP, MEP
Principal Consultant
One Thirty Nine Consulting
READ BIO
Workshop – Communicating through an Active Assailant Threat: Beyond Run, Hide, Fight
Breakout – Crisis Communication Planning: Challenging the Traditional Mindset

Rebecca Emery, APR headshot

Rebecca Emery, APR
Founder and AI Marketing Advisor
Seacoast AI
READ BIO
AI for PR: Smart Strategies, Best Practices, Powerful Results
and Digital Deception: How AI Deep Fakes are Reshaping Reputation Management

Juliette Gebken-Mayi, APR headshot

Juliette Gebken-Mayi, APR
Owner/Consultant
JGM Public Relations
READ BIO
Bring Cultural Fluency to your Industry – The Top 5 Things to Know to Reach today’s Hispanic Audience

Joseph S. Grano, Jr., MBA headshot

Joseph S. Grano, Jr., MBA
President & Founder
Next-Mark, LLC
READ BIO
The Business of the Business – Solo/Small Agency Panel

Lanette Hart, APR, CPRC headshot

Lanette Hart, APR, CPRC
Principal/Owner
Hart & Associates, LLC
The Business of the Business – Solo/Small Agency Panel

Lauren Helm, APR, CPRC headshot

Lauren Helm, APR, CPRC
President
Lauren Helm PR, LLC
READ BIO
Elevating Your Brand’s Potential on LinkedIn

Jen Houser headshot

Jen Houser
Partner and VP of Marketing & Sales
Liquid Creative
READ BIO
From Tactics to Triumph: Building a Winning Communication Strategy

Trish Kapustka, APR, CPRC headshot

Trish Kapustka, APR, CPRC
Principal/Consultant
TLK Communications, LLC
The Business of the Business – Solo/Small Agency Panel

Gregory Kohs headshot

Gregory Kohs
Founder
Research Biz, LLC
READ BIO
Surveys for Successful Communications

Eleni Kouvatsos, APR
Senior Director of Communications
Firebirds Wood Fired Grill
READ BIO
Executive Presence: Earning Respect and Your Seat at the Table

Graham Lutz headshot

Graham Lutz
CEO
Pathway Labs
READ BIO
The Mental Architecture of Innovative Teams: A Proven Framework to Build Maximum Creativity, Innovation and Performance in the Face of Constant Change

Claudia Machado headshot

Claudia Machado
Sr. Development & Community Engagement Manager
Mothers Against Drunk Driving Florida & Puerto Rico
Founder, FluentSi! Public Relations
READ BIO
Bring Cultural Fluency to your Industry – The Top 5 Things to Know to Reach today’s Hispanic Audience

Deborah J. Mitchell headshot

Deborah J. Mitchell
CEO
Deborah Mitchell Media & Associates
READ BIO
The Value of Strategic Video Communication & the Power of Visual Marketing

Katie Paine headshot

Katie Paine
Founder & Consultant
International Public Relations Measurement Commission
READ BIO
Data-Driven Decision Making

Sandi Poreda, APR headshot

Sandi Poreda, APR
President
Bulldog Strategy Group
READ BIO
The Business of the Business – Solo/Small Agency Panel

Emily Taffel-Cohen headshot

Emily Taffel-Cohen
Founder
Mugsy PR
READ BIO
Turning Press into IMPRESSED with Engagement Marketing

Ebony Vaz headshot

Ebony Vaz
Founder & CEO
Above Promotions Company
READ BIO
Empowering Engagement: The Art of Selecting Martech with Data Privacy Integrity and Transparency Excellence

Hallie Peilet Young headshot

Hallie Peilet Young
Founder & CEO
No Blues News
READ BIO
Why Your Stories Aren’t Getting Picked Up and What to Do About It

 

PR & Comms Summit Program

SATURDAY, AUGUST 3


5 to 6:30 p.m. — LeadershipFPRA Graduation

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.

Attire: Dressy.
Location: Wilson’s Plover – 14th Floor

SUNDAY, AUGUST 4


12 to 5 p.m. — Registration & FPRA Store Open

Location: Audubon Foyer


12 to 3 p.m. — LeadershipFPRA Orientation Class IX

LeadershipFPRA Class VIX 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.

FOUNDING SPONSORS: Roger & Shelley Pynn
Partnering Sponsors: UCF Nicholson School of Communication and Media

Learn More About LeadershipFPRA

Attire: Business Casual
Location: Wilson’s Plover – 14th Floor


2 to 2:45 p.m. — The Value of Earning Accreditation
Kevin Christian, APR, CPRC
VP of Credentialing

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.

Attire: Casual
Location: Roseate Spoonbill – Second Floor


2:45 to 3:30 p.m. — The Value of Earning Certification
Kevin Christian, APR, CPRC
VP of Credentialing

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.

Attire: Casual
Location: Roseate Spoonbill – Second Floor


3:45 to 4:15 p.m. — Outgoing Executive Committee Meeting

This meeting is for outgoing 2023-2024 FPRA State officers.

Attire: Business Casual
Location: Snowy Egret (North and South) – Second Floor


4:30 to 5 p.m. — Incoming Executive Committee Meeting

This meeting is for incoming 2024-2025 FPRA State officers.

Attire: Business Casual
Location: Snowy Egret (North and South) – Second Floor


6 to 8 p.m. — President’s Welcome Reception

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.

Attire: Business Casual or Resort Casual
Location: Skylark and Terrace – 14th Floor

MONDAY, AUGUST 5


7 a.m. to 5 p.m. — Registration, FPRA Store and Exhibits Open

Location: Audubon Foyer


7:30 to 8:30 a.m. — Coffee & Networking

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.

Location: Audubon Foyer


7:40 to 8:25 a.m. — Past Presidents’ Council Breakfast & Meeting

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.

Attire: Business or Business Casual
Location: Roseate Spoonbill


8:30 to 8:45 a.m. — Welcome & Annual Meeting

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.

Attire: Business or Business Casual
Location: Audubon II-III/ABC


8:45 to 9 a.m. — APR & CPRC Recognition

The annual business meeting will close with the recognition of newly Accredited and Certified members led by VP of Credentialing Kevin Christian, APR, CPRC.

Attire: Business or Business Casual
Location: Audubon II-III/ABC


9 to 10 a.m. — Opening Session – Dillin Keynote – Communicating Disney’s Impact in Florida
Jacquee Wahler, MBA
VP of Communications, Walt Disney World Resort

 

Attire: Business or Business Casual
Location: Audubon II-III/ABC


10:30 to 11:30 a.m. — Breakout 1A- Data-Driven Decision Making
Katie Paine
Founder and Consultant, International Public Relations Measurement Commission
CEO & Publisher, Paine Publishing

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.

Attire: Business or Business Casual
Location: Audubon I/DEF


10:30 to 11:30 a.m. — Breakout 1B – The Value of Strategic Video Communication & the Power of Visual Marketing
Deborah J. Mitchell
CEO, Deborah Mitchell Media & Associates

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

Attire: Business or Business Casual
Location: Snowy Egret/North & South – Second Floor


10:30 to 11:30 a.m. — Breakout 1C – Elevating Your Brand’s Potential on LinkedIn
Lauren Helm, APR, CPRC
President, Lauren Helm PR, LLC

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

Attire: Business or Business Casual
Location: Wilson’s Plover/North & South – 14th Floor (63 Classroom)


10:30 to 11:30 a.m. — Breakout 1D- Turning Press into IMPRESSED with Engagement Marketing
Emily Taffel-Cohen
Founder, Mugsy PR

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

Attire: Business or Business Casual
Location: Sandhill Crane/North & South – Second Floor (75 Classroom)


10:30 to 11:30 a.m. — CN Breakout 1
Jacquee Wahler
VP of Communications, Walt Disney World Resort

This session is for Counselors’ Network members.

Attire: Business or Business Casual
Location: White Ibis – First Floor (42 Boardroom)


11:45 a.m. to 2 p.m. — Presidents’ Luncheon

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.

Dillin Dessert sponsored by Publix Super Markets

Attire: Business or Business Casual
Location: Audubon II-III/ABC


2:15 to 3:15 p.m. — Breakout 2A – AI for PR: Smart Strategies, Best Practices, Powerful Results
Rebecca Emery, APR
Founder and AI Marketing Advisor, Seacoast AI

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

Attire: Business or Business Casual
Location: Audubon I/DEF with Corridor


2:15 to 3:15 p.m. — Breakout 2B – Why Your Stories Aren’t Getting Picked Up and What to Do About It
Hallie Peilet Young
Founder and CEO, No Blues News

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

Attire: Business or Business Casual
Location: Snowy Egret/North & South – Second Floor


2:15 to 3:15 p.m. — Breakout 2C – Surveys for Successful Communications
Gregory Kohs
Founder, Research Biz, LLC

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

Attire: Business or Business Casual
Location: Wilson’s Plover/North & South – 14th Floor


2:15 to 3:15 p.m. — Breakout 2D – Internal Communications

UF Internal Communications Research Lab

Attire: Business or Business Casual
Location: Sandhill Crane/North & South – Second Floor (75 Classroom)


3:30 to 4:30 p.m. — General Session II – Mastering the Art of Intentional & Impactful Campaigns
Lauren Woulard
Director of Communications, Paramount/MTV Entertainment Studios

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

Attire: Business or Business Casual
Location: Audubon II-III/ABC


4:45 to 5:15 p.m. — State Board Meeting

This meeting is for 2023-2024 FPRA State Board Members.

Attire: Business or Business Casual
Location: White Ibis

TUESDAY, AUGUST 6


7 a.m. to 5 p.m. — Registration, FPRA Store & Exhibits Open

Location: Audubon Foyer


7:30 to 8:30 a.m. — Continental Breakfast

Attire: Business or Business Casual
Location: Audubon Foyer


8:30 to 9:30 a.m. — General Session III: The Future of Storytelling
Miri Rodriguez
Chief Storyteller, Microsoft Corporation

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

Attire: Business or Business Casual
Location: Audubon II-III/ABC


9:50 to 10:50 a.m. — General Session IV: Uncivil Dialogue: How AI is Derailing Public Discourse and Dividing Our Society, and What PR Pros Can Do About It
Jon Goldberg
Founder and Chief Reputation Architect, Reputation Architects Inc.

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.

Attire: Business or Business Casual
Location: Audubon II-III/ABC


11 a.m. to 12 p.m. — Breakout 3A – The Mental Architecture of Innovative Teams: A Proven Framework to Build Maximum Creativity, Innovation and Performance in the Face of Constant Change
Graham Lutz
CEO, Pathway Labs

Discover the untapped potential of your team’s brain power in this insightful session led by Graham Lutz, an expert in neuroscience and psychology whose TEDx talk is part of the curriculum of Harvard University’s National Preparedness Leadership Initiative. This keynote zeroes in on practical strategies for leaders to transform their teams’ performance. Learn how embracing the inevitability of being wrong can open doors to growth and innovation. Delve into fostering curiosity as a strategic asset, creating environments that fuel peak performance, and understanding how beliefs shape subconscious processes. Embrace the power of narrative identity to frame challenges as opportunities, crafting a compelling story of resilience and success. Walk away with actionable insights to lead your team to new heights.

You’ll learn:

  • Concrete steps for immediate improvement in team dynamics and performance
  • Strategies to design workspaces that naturally boost creativity and collaboration
  • How subconscious influences, such as beliefs and narratives, shape team behavior and success

Attire: Business or Business Casual
Location: Audubon I/DEF


11 a.m. to 12 p.m. — Breakout 3B – Digital Deception: How AI Deep Fakes are Reshaping Reputation Management
Rebecca Emery, APR
Founder and AI Marketing Advisor, Seacoast AI

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 viral

Attire: Business or Business Casual
Location: Snowy Egret/North & South – Second Floor


11 a.m. to 12 p.m. — Breakout 3C – Bring Cultural Fluency to your Industry – The Top 5 Things to Know to Reach today’s Hispanic Audience
Juliette Gebken-Mayi, APR, Owner/Consultant, JGM Public Relations
Claudia Machado, Sr. Development and Community Engagement Manager, Mothers Against Drunk Driving Florida & Puerto Rico and Founder, FluentSi! Public Relations

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

Attire: Business or Business Casual
Location: Wilson’s Plover/North & South – 14th Floor


11 a.m. to 12 p.m. — Breakout 3D – Executive Presence: Earning Respect and Your Seat at the Table
Eleni Kouvatsos, APR
Senior Director of Communications, Firebirds Wood Fired Grill

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’

Attire: Business or Business Casual
Location: Sandhill Crane/North & South – Second Floor


11 to a.m. to 12 p.m. — CN Breakout 2
Miri Rodriguez
Chief Storyteller, Microsoft Corporation

This session is for Counselors’ Network members.

Attire: Business or Business Casual
Location: White Ibis – First Floor


12:00 to 1:30 p.m. — General Session IV – Boxed Lunch – Launching the Icon of the Seas
Susan Lomax
Assistant VP of Corporate Communications, Royal Caribbean Group

With its maiden voyage on January 27, 2024, Icon of the SeasSM became the world’s largest cruise ship. With features like the AquaDomeSM – an immersive venue with awe-inspiring screens, robotics and a dynamic water fall, Absolute ZeroSM – the largest ice-skating arena in Royal Caribbean’s fleet, The Pearl – a kinetic art installation inside the ships Royal Promenade neighborhood of entertainment venues, and so much more, Icon of the Seas is uniquely stunning. So how does a PR team launch a 7,500-passenger, 20-deck, 250,800 gross-ton ship? Find out in this session with Susan Lomax, assistant VP of corporate communications with Royal Caribbean.

Attire: Business or Business Casual
Location: Audubon II-III/ABC


1:30 to 2 p.m. — Chocolate Break

Enjoy coffee, chocolate and other treats along with the opportunity to visit our sponsors and shop the FPRA Store.

Attire: Business or Business Casual
Location: Audubon Foyer


2:15 to 3:15 p.m. — Breakout 4A – Crisis Communication Planning: Challenging the Traditional Mindset
Aaron Marks MPA, NRP, MEP
Principal Consultant, One Thirty Nine Consulting

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

Attire: Business or Business Casual
Location: Audubon I/DEF


2:15 to 3:15 p.m. — Breakout 4B – From Tactics to Triumph: Building a Winning Communication Strategy
Jen Houser
Partner and VP of Marketing & Sales, Liquid Creative

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 analytics

Attire: Business or Business Casual
Location: Snowy Egret/North & South – Second Floor


2:15 to 3:15p.m. — Breakout 4C – The Business of the Business – Solo/Small Agency Panel
Joseph S. Grano, Jr., MBA, President & Founder, Next-Mark, LLC
Lanette Hart, APR, CPRC, Principal/Owner, Hart & Associates, LLC
Trish Kapustka, APR, CPRC, Principal/Consultant, TLK Communications, LLC
Sandi Poreda, APR, President, Bulldog Strategy Group

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!

Attire: Business or Business Casual
Location: Wilson’s Plover/North & South – 14th Floor


2:15 to 3:15 p.m. — Breakout 4D – Empowering Engagement: The Art of Selecting Martech with Data Privacy Integrity and Transparency Excellence
Ebony Vaz
Founder & CEO, Above Promotions Company

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

Attire: Business or Business Casual
Location: Sandhill Crane/North & South – Second Floor


2:15 to 3:15 p.m. — CN Breakout 3
Susan Lomax
Assistant VP of Corporate Communications, Royal Caribbean Group

This session is for Counselors’ Network members.

Attire: Business or Business Casual
Location: White Ibis – First Floor (42 Boardroom)


6 to 7 p.m. — Chapter Photos and Reception of the Presidents

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.

Attire: Black Tie Optional/Modern Formal
Location: Audubon Foyer


7 to 10 p.m. — Golden Image Awards Gala

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. Celebrate the best of the best with FPRA!

Attire: Black Tie Optional/Modern Formal
Location: Audubon II-III/ABC & Audubon I/DEF

WEDNESDAY, AUGUST 7


9 to 10 a.m. — CN Annual Meeting

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.

Attire: Business Casual
Location: Starling – 14th Floor


9 a.m. — Breakfast Buffet

Attire: Business Casual
Location: Skylark and Foyer – 14th Floor


10:00 to 11:15 a.m. — 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
Alecia Collins, Communications Director, Florida Division of Emergency Management
Josh Wicks Robinson, Podcaster & Influencer better known as OMGITSWICKS
Mike Boylan, Blogger & Influencer, Mike’s Weather Page

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.

Attire: Business Casual
Location: Skylark and Foyer – 14th Floor


11:15 to 11:30 a.m. — Drawing for the Adrienne Moore, APR, CPRC Scholarship

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.

Attire: Business Casual
Location: Skylark and Foyer – 14th Floor

WEDNESDAY, AUGUST 7


1 to 4 p.m. — Workshop: COMMUNICATING THROUGH AN ACTIVE ASSAILANT THREAT: BEYOND RUN, HIDE, FIGHT
Aaron Marks MPA, NRP, MEP
Principal Consultant, One Thirty Nine Consulting

This session is open to all but requires an additional add-on ticket. Sales will begin in April.

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.

Attire: Business Casual
Location: TBD

Location

Reserve Your Room Now at the Grand Hyatt Tampa Bay

The Grand Hyatt Tampa Bay is a sophisticated venue surrounded by the beautiful nature and views of Tampa Bay. As always, the FPRA conference rate offers you significant savings. Parking is included in this rate, and the resort fee has been waived. Book your room early and don’t miss out!

Room Rate: $175, plus tax, per night, includes parking

The deadline to book is July 12, 2024, but rooms will sell out. Book now to guarantee your spot! 

Pricing

Full Summit registration includes the following meals: Presidents’ Luncheon on Monday, continental breakfast on Tuesday, lunch on Tuesday, Chocolate Break on Tuesday, Golden Image Gala dinner on Tuesday evening, and hot breakfast on Wednesday. The Welcome Reception on Sunday evening and the Reception of the Presidents on Tuesday evening are also included.

Early Bird Registration – Register by May 31 for these discount rates

Member Rate – Full Summit Registration: $1025 (additional members from the same company $985)
Non-Member Rate – Full Summit Registration: $1310 (includes 1-year Professional or Allied membership in FPRA)

Professional Registration After May 31

Member Rate – Full Summit Registration: $1100
Non-Member Rate – Full Summit Registration: $1385 (includes 1-year Professional or Allied membership in FPRA)

Student Members

Field Trip – Details to be Announced
Student Member – Full Summit Registration – All-inclusive of the meals listed above: $735
Student Non-Member – Full Summit Registration – All-inclusive of the meals listed above: $785 (includes 1-year Student membership in FPRA)
Student Member Value Registration – Only meals included are Tuesday Lunch and Chocolate Break on Tuesday: $400

Single Day Tickets

Monday Single Day Ticket includes Presidents’ Luncheon. Tuesday Single Day Ticket includes continental breakfast, lunch and Chocolate Break.

Member Early Bird Single Day Ticket: $660
Member Single Day Ticket After May 31: $710
Non-Member Early Bird Single Day Ticket: $735
Non-Member Single Day Ticket After May 31: $785

Individual Event Tickets

Welcome Reception: $75
President’s Luncheon: $75
Golden Image Gala: $175

Sponsors

If you’re interested in sponsoring the PR & Comms Summit, we’d love to talk to you. We also have opportunities for you to reach our audience of Summit attendees and speakers with an advertisement in our Program Book, a full-color glossy printed booklet with full session descriptions and speaker bios.

Thank you to our 2024 PR & Comms Summit Sponsors

Silver Sponsor

UF College of Journalism and Communications, University of Florida logo

Dillin Dessert Sponsor

Publix logo

Conference Sponsor

FPL logo

About the PR & Comms Summit

The PR & Comms Summit empowers public relations, communications and marketing professionals with inspiring sessions delivered by world-class speakers hailing from top global corporations, powerhouse industries and national public relations, advertising and marketing firms. Whether it’s a decadent chocolate break between sessions or a poolside party or fire pit gathering after the Summit sessions, Summit attendees also have time to connect and unwind with their professional peers representing industries such as government, healthcare, technology, tourism, public utilities, law enforcement, finance, education, nonprofit and agencies. In addition, our Summit provides exciting platforms for PR and comms professionals to be recognized for their good works and accomplishments, whether that comes in the form of a coveted Golden Image Award or on-stage recognition for earning APR and/or CPRC designations.

About the PR & Comms Summit
The PR & Comms Summit brings together public relations, communications and marketing professionals to hear from world-class speakers hailing from top global corporations, powerhouse industries and national public relations, advertising and marketing firms. Whether it’s a a decadent chocolate break between sessions, or a poolside party or fire pit gathering after the Summit sessions, attendees also have time to connect and unwind with their professional peers representing industries such as government, healthcare, technology, tourism, public utilities, law enforcement, finance, education, nonprofit and agencies. In addition, our Summit provides exciting platforms for PR and comms professionals to be recognized for their good works and accomplishments, whether that comes in the form of receiving a Golden Image Award or being recognized for earning the APR and/or CPRC credentials.

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