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#PRSASunshine #SetTheCourse
WELCOME
Credit: Gene Duncan, photographer
Credit: Walt Disney World Resort
Credit: Jimmy DeFlippo, photographer
Ahoy!
Welcome to the 2015 PRSA Sunshine District Conference at Disney’s Yacht Club Resort. On behalf
of the host chapter, PRSA Orlando, we’re so glad you’re joining us for this incredible journey.
For the next few days, you will have the opportunity to advance your own professional
development and network with public relations professionals from across the state.
First and foremost, we sincerely thank our presenting sponsor Walt Disney World® Resort for
supporting this statewide conference. We are confident you will enjoy your stay at our host site, the
beautiful Disney’s Yacht Club Resort, and hope you will delight in all of the magical touches that
Disney has so generously provided.
In addition, we appreciate all of our sponsors whose support has enabled us to prepare an
outstanding conference full of useful insights and best practices.
We are certain you will find inspiration from our dynamic lineup of speakers. From new content and
leadership to crisis communications and diversity, there truly is something for everyone – no matter
what stage you are in your career.
We are so grateful for our dedicated conference committee and volunteers. For more than a year,
they have been hard at work to ensure you’ll find this event worthwhile and memorable. If you
enjoy what you are seeing and hearing, please take a moment to let our conference team know
and express your personal thanks for a job well done.
We chose “Setting The Course” as our theme because it captures the changing dynamics of our
profession. During a time when the only certainty in public relations is constant change, it’s
important to draw on the fundamentals to guide and set a strategic approach.
High-tech trends – from augmented reality to live streaming – are among the latest tools of our
trade. We would be remiss if we did not incorporate some of those into our conference. Be sure to
engage in our Twitter Scavenger Hunt (#PRSASunshine #SetTheCourse) for a chance to win prizes,
and follow us on Periscope for live feeds.
As we cast off, we hope you say bon voyage to your daily public relations efforts to focus on your
professional development as part of this Sunshine District Conference.
Thank you for setting sail with us. Enjoy the conference.
Jamie Floer, APR, CPRC and Kathleen Prihoda, APR
Co-chairs
2015 Sunshine District Conference
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PRSA SUNSHINE DISTRICT CONFERENCE
PRSA SUNSHINE DISTRICT OFFICERS
Chair
Joseph Abreu, APR
Chair-Elect
Angela Walters
Treasurer
Secretary
Tia Rochelle Ford
Past Chair
Rebecca Seelig, APR
Heather Morgan, APR
CONFERENCE COMMITTEE
Committee Co-Chairs:
Jamie Floer, APR, CPRC
Orlando Chapter President:
Kathleen Prihoda, APR
Committee Chairs:
Michelle Edwards, APR | Logistics
Lauren Gustafson | Student Outreach
Heather Keroes, APR | Sponsorships
Committee:
Brooke Buonauro
Thevenin Campton
Jaylen Christie
Rich Donley, APR
Marc Espeso
John Finn
Martha Gaston, APR
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Christina Morton, APR
Lauren Leetun, APR | Speakers & Programs
Stefanie Macfarlane, APR | Communications
Mandy Taylor, APR | Logistics
Wendy Gustama
Diane Jones, APR
Lisa Lochridge, APR
Laura Lord, APR
Heather Morgan, APR
Carter Myers
Noel Peloquin
Allison Reis
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KEYNOTE SPEAKERS
Duncan Wardle, Vice President of Creative Inc., a team of creative ideation and
innovation catalysts within the Walt Disney Company, works with his team across all
the Disney corporate divisions as “creative ideation consultants” and “cultural change
agents.” This team designs engaging, collaborative ideation forums that capture
unlikely connections which lead to fresh thinking and revolutionary ideas. Prior to
Creative Inc., Duncan was Vice President, Global PR and Social Media for Disney Parks
around the world. Over the past two decades, Duncan has served in an executive role
for the Walt Disney Company in London, Paris, Los Angeles, Hong Kong and Shanghai.
Kathy Barbour, APR, National Chair PRSA, Vice President of Communications for
Acosta Sales and Marketing, has a wide variety of experience ranging from executive
and strategic communications to media relations, employee communications, crisis
and issues management, and marketing. She has worked with CEOs and senior
management teams in enhancing employee engagement, culture and two-way
communication to assist executives in improving their communication skills and in
supporting organizational goals and objectives. Kathy previously served in various
communications roles at Baptist Health South Florida, Mayo Clinic and Blue Cross and
Blue Shield of Florida, including senior manager of media relations and executive
communications, where she was responsible for leadership communications, internal
and external communications, and financial public relations.
Sam Ford, Director of Audience Engagement at Peppercomm, works with clients to
help them think about how to better tell stories that matter to the publics they seek to
reach and to help companies better listen to, empathize with, and engage their
audiences. He has been named a 2014 Social Media MVP by PR News and a 2011
Social Media Innovator by Bulldog Reporter. Sam is a research affiliate and alum of
MIT’s Program in Comparative Media Studies/Writing, and teaches popular culture
studies at Western Kentucky University, his other alma mater. The established writer is
co-author of Spreadable Media: Creating Value and Meaning in a Networked Culture.
The book was voted 2013 Strategy+Business best business book and nominated for
“Top 10 Best Marketing Books You Read This Summer” by Advertising Age.
Lillian Rodríguez López, Vice President, Sustainability and Stakeholder Relations for
the Coca-Cola Company, is responsible for communicating and leveraging the
Coca-Cola brand with key industry stakeholders and ongoing communications and
issues management in North America. Prior to this role, Lillian served as Director of
Latin Affairs where she managed external relationships, communications and
sponsorships. She has served as President of the Hispanic Federation, a non-profit
membership organization of 100 Latino health and human service agencies. Lillian also
has chaired the National Hispanic Leadership Agenda, a coalition of the leading
Hispanic national organizations focused on federal public policy. Lillian is the recipient
of numerous accolades, including recognition by People en Español as one of the 25
Most Powerful Hispanic Women in the country in 2010 and as one of the 25 Most
Influential Hispanics in the country in 2009.
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#PRSASunshine #SetTheCourse
CONFERENCE SCHEDULE
THURSDAY, JULY 16
Noon - 6:00 p.m.
Registration Open
Noon - 4:00 p.m.
Sunshine District Board Meeting | Stonington Board Room
6:30 - 8:30 p.m.
Reception | EPCOT
Shuttle buses will escort you to the American Pavilion and will be located outside the
conference center. Buses will depart promptly at 6:30 p.m.
8:30 - 9:30 p.m.
VIP viewing of Illuminations: Reflections of Earth I EPCOT
After Reflections of Earth, you can ride a shuttle bus back to the hotel or walk.
FRIDAY, JULY 17
7:00 a.m. - 5:00 p.m.
Registration Open
7:30 - 8:30 a.m.
Welcome/Breakfast I Cape Cod Lobby
8:30 - 10:00 a.m.
Opening Keynote Speaker I Salon 1,2,3,4
Sponsored by Walt Disney World
Think Differently
Duncan Wardle, Creative Inc., Walt Disney Company
The biggest barrier to innovation is our own expertise. Working for more than two decades
in an executive role with The Walt Disney Company, Duncan has spent his career
surrounded by creativity and innovation. During this exciting keynote presentation, he will
explore the myths around creativity and innovation and will provide you with tangible tips
you can use to help get out of your own “River of Expertise” and think differently.
10:15 - 11:15 a.m.
Morning Breakout Sessions
Content and New Media I Salon 1,2,3,4
Using Online Communications Tools to Engage, Obtain Support for Non-Profits
Presenter: Abbie S. Fink, Vice President/General Manager, HMA Public Relations
Social media has created one of the single most effective means for consumers and brands
to connect. At no other time have you had such powerful tools at your disposal to directly
talk to and influence a consumer. Discover ways to embrace these tools and use them to
change the way you work, think AND raise awareness (and funding).
Leadership and Management I Cape Cod A&B
Transitioning to Brand You: Sailing the Seas as a Solo Practitioner
Presenter: Debbie Mason, APR, CPRC, Fellow PRSA, Strategists, Inc.
Taking the leap from seasoned practitioner to solo consultant is quite a transition, yet
thousands of professionals have enjoyed making the jump. If you are pondering whether
you should make the transition to “brand YOU,” come explore the factors to consider and
tips for success from a seasoned and solo practitioner.
Crisis and Diversity Communications I Cape Cod C&D
The Sky is Falling! Please Like This On My Facebook Page. Adjusting Your
Crisis Plan to Account for New Media
Presenters: Spero Canton and Robert Holtzman, Principals, Communication Source
With the advent of social and digital media, the basic rules of crisis management stand, but
the manner and timing of the crisis response has changed significantly. This crisis workshop
will suggest new platforms that communicate directly with the public, the importance of
communicating with non-English audiences and ways of handling a crisis when additional
media information is being provided through third parties.
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PRSA SUNSHINE DISTRICT CONFERENCE
CONFERENCE SCHEDULE
11:45 - 1:15 p.m.
Luncheon I Salon 1,2,3,4
New APR Recognition
Members who received accreditation this year will be recognized.
Keynote Speaker Sponsored by Acosta Sales & Marketing
Riding the Current: A Dive into Where the Profession is Headed
Kathy Barbour, APR, PRSA Chair, VP Communications, Acosta Sales & Marketing
Offering a unique perspective on the state of public relations and where it may be headed,
Kathy will share the latest research and trends as well as her own observations on how PRSA
can help us advance the profession. She will present an integrated marketing
communications case study to demonstrate one of the industry’s latest trends.
1:45 - 2:45 p.m.
Afternoon Breakouts – Session 1
Content and New Media I Salon 1,2,3,4
The Power of Story: Lessons from the Trenches and The Happiest Place on Earth
Presenter: Cappy Surette, APR, Senior Manager of Executive Communications,
Walt Disney World Resort
Story is one of the most powerful tools in any communicator’s toolkit. Stories make facts
resonate and move people to action unlike anything else. During this session, you will learn
the best practices on how to effectively find and weave stories into your communications to
better engage your audience.
Leadership and Management I Cape Cod A&B
Animal House to The Hangover: Managing Different Generations at Work
Presenter: Becky Peeling, APR, Associate VP for University Relations and Marketing,
Palm Beach Atlantic University
Using illustrations from popular culture, this session will dive into research developed by the
IBM Institute for Business Value that defines what workers of differing generations value in
the workplace. Armed with these facts, explore ways to manage a multigenerational team
comprised of Baby Boomers, Generation X and Millennials for success and productivity.
Crisis and Diversity Communications I Cape Cod C&D
Could Twitter Have Prevented Ferguson or Baltimore?
Presenters: Laura McElroy, Director of Media Relations, and Chief Jane Castor,
Retired Police Chief, Tampa Police Department
When big news breaks about your organization, how do you establish your voice as the
official source to manage the message? How do you build a following on social media so
somebody is listening before you have a crisis? The answers to these questions seem to
change weekly on the social media super highway of information. Hear how the Tampa
Police Department handles breaking news. Learn what they found works and what doesn’t —
see how their experiences can also apply to your business.
2:45 - 3:00 p.m.
Refreshment Break Sponsored by AAA I Cape Cod Lobby
3:00 - 4:00 p.m.
Afternoon Breakouts – Session 2
Content and New Media I Salon 1,2,3,4
Get Your Pink On
Presenter: Georgina Gonzalez-Robiou, APR, Corporate Director,
Marketing and Public Relations, Baptist Health South Florida
Baptist Health developed an award-winning, revolutionary breast health campaign that
coincided with Breast Cancer Awareness Month for two consecutive years. What social
media tools did they use to raise consumer engagement? How were they able to achieve
campaign goals while creating relevance for their brand? Use the answers to these
questions to spark new ways to develop meaningful content and use social media for your
organization or clients.
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CONFERENCE SCHEDULE
Leadership and Management I Cape Cod A&B
In Hot Pursuit: Lessons Learned on the Trail to Becoming a PRSA Fellow
Presenter: Geri Evans, APR, Fellow PRSA, President, Evans PR Group
Election to the PRSA College of Fellows is considered one of the most prestigious achievements for a public relations professional. What you are doing in your career today could
have an impact on your pursuit of admission to the College of Fellows, so it pays to know
how to prepare at every level of your career. If you’ve ever considered applying to become
a member, or would simply like to learn more about what the College is, this session will
address steps to take in the years leading up to this professional career milestone with
lessons learned from an industry leader, recent Fellow, and current Co-Chair of the College
of Fellows’ GoodFellow program.
Crisis and Diversity Communications I Cape Cod C&D
Hispanics: The Mainstream Market of the Future
Presenter: Hernan Tagliani, President and CEO, The Group Advertising
The Hispanic market is growing at a fast pace. According to the latest Census report, the
U.S. will become a plurality nation by 2044. What does this mean for corporate America? It
is currently an opportunity to grow and expand business, but in the very near future,
marketing effectively to Hispanics will be a necessity for business survival.
4:30 - 5:30 p.m.
Reception I Cape Cod Lobby
Hosted by UCF Nicholson School of Communication Alumni Chapter
As a special welcome to the Orlando area, PRSA Sunshine District Conference attendees
are invited to a cocktail reception hosted by the University of Central Florida – Nicholson
School of Communication Alumni Chapter. After a full day of “Setting the Course” by
discovering the latest trends impacting public relations, UCF toasts your dedication to
continuing education. Each conference attendee will receive one complimentary drink
ticket. Bring your business cards for networking and use one to enter for a chance to win
UCF items.
SATURDAY, JULY 18
7:00 - 9:00 a.m.
Registration Open
7:30 - 9:00 a.m.
Radiance Awards/Breakfast I Salon 1,2,3,4
PRSA Sunshine District’s Radiance Awards recognize outstanding strategic public relations
programs by Florida practitioners or organizations. Join us as we announce this year’s
award winners.
9:30 - 10:45 a.m.
Keynote Speaker Sponsored by AAA I Salon 1,2,3,4
Considering Publics in Your Public Relations
Sam Ford, Director of Audience Engagement, Peppercomm
Addressing age-old principles of the profession, Sam will challenge you to consider ways of
tackling PR barriers and relate directly with your audience instead of relying on influencers
or the media. He’ll address the importance of finding and telling compelling stories by truly
understanding and knowing the audience and how empathy plays a key role. You’ll walk
away understanding why phrases like “content marketing” and “native advertising” are
potentially damaging to our industry and what you can do to step away from using
outmoded logics in your communications strategy.
10:45 - 11:00 a.m.
Refreshment Break Sponsored by Marketwired I Cape Cod Lobby
11:00 a.m. - noon
Closing Keynote Speaker I Salon 1,2,3,4
Leading with Industry: The Balance Calories Initiative
Lillian Rodríguez López, Vice President, Sustainability and Stakeholder Relations,
The Coca-Cola Company
America’s leading beverage companies are working together through the Balance Calories
and Mixify initiatives to raise consumer awareness and engagement to reduce beverage
calories consumed per person and help teens balance what they eat and drink with what
they do. During this address, find out how The Coca-Cola Company is engaging in this
initiative as part of its ongoing sustainability and social commitment agenda in the U.S.
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THANK YOU TO OUR SPONSORS
PRESENTING
SPONSOR:
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Give your time together
THE MAGICAL TOUCH
Being together is always special, but when you get together at Walt Disney World Resort, it becomes magical,
from family meals with some of your favorite Characters to attractions and entertainment that
will immerse everyone in beloved Disney stories.
Call 1-844-2GETHER or visit disneyworld.com/together and make your dream vacation
come true with our special offers.
TOGETHER we are MAGIC.
HISP-15-40051
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