FLORIDA PUBLIC RELATIONS ASSOCIATION
PR:The Convergence of Art & Science
THE 69th ANNUAL FLORIDA PUBLIC RELATIONS ASSOCIATION CONFERENCE
PR: The Convergence of Art & Science
69Th Annual Conference Florida Public Relations Association The Ritz-Carlton, Sarasota August 5 – 8, 2007
PR:The Convergence of Art & Science
THE 69th ANNUAL CONFERENCE FLORIDA PUBLIC RELATIONS ASSOCIATION
elcome to The Florida Public Relations Association’s 69th Annual Conference – PR: The Convergence of Art & Science. Is public relations and art or a science? Yes! Over the next four days, you will rediscover the renaissance professional within you as you learn the latest tools, tactics and strategies of our profession. Highlighting this year’s conference is our Association’s Golden Anniversary for Golden Image. For 50 years, FPRA has been celebrating excellence in public relations through this premier awards program. On behalf of FPRA, we hope you will take full advantage of all we have lined up for you and leave this year’s conference feeling inspired, invigorated and well informed! Hosting this year’s Annual Conference is The Ritz-Carlton, Sarasota. Recently listed among the top 22 city hotels in the nation and among 87 premier hostelries worldwide in the Robb Report Luxury Hotels, The Ritz-Carlton, Sarasota will offer conference attendees an accommodation experience second to none! For reservations, please dial 1-800-241-3333 and mention FPRA to get the special conference rate of $135 per night. The deadline for room reservations is Friday, July 6, 2007.
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Conference Schedule:
SUNDAY – August 5
10:30 a.m. – 11:30 a.m. Executive Committee Meeting For incoming 2007-2008 FPRA Leadership Noon – 5:00 p.m. Registration Desk Open
Ritz-Carlton Sarasota
1:00 p.m. – 5:00 p.m. Golf Outing Coordinated by the Capital Chapter, FPRA members, friends, spouses and exhibitors are invited to join us at the Ritz-Carlton Members Golf Club – a par 72 golf course, named one of “America’s Top Golf Courses” in the Zagat 2007/2008 guidebook and named one of Golf Magazine’s 10 Best New Courses of the year, January 2007. It is located on 315 acres of lush, tropical landscape just 15 miles from the resort. 5:30 p.m. – 7:00 p.m. Executive Committee Meeting Final meeting for the outgoing 20062007 FPRA Leadership 6:00 p.m. – 8:00 p.m. Dinner On Your Own
Host Site: Ritz-Carlton Sarasota
Ritz-Carlton Sarasota Front Drive
Room Rate: $135 per night, plus tax Hotel Rooming Deadline: July 6, 2007 Reservations: 1-800-241-3333 (mention FPRA) This rate is good for three days following conference and is subject to availability.
8:00 p.m. – 9:30 p.m. President’s Welcome Reception Join our State Association President, Jessica Rye, APR, and other State Board members for a fun after-dinner gathering on the Ritz-Carlton’s lawn. Enjoy dessert, coffee and cordials.
MONDAY – August 6
7:00 a.m. – 5:00 p.m. Registration Desk Open
virtual way to look through a reader’s eyes and follow their gaze. Sara Quinn, director of the study and a faculty member at the Poynter Institute will share the findings. Sara Quinn, Visual Journalism Faculty The Poynter Institute Sponsored in part by the Volusia County Chapter 10:10 a.m. – 11:10 a.m. Breakout 1B “The Role of the Lobbyist: From Citrus to the Circus and Everything in Between” Whether you are a PR practitioner who specializes in governmental relations or a practitioner who is occasionally tasked with managing your organization’s or client’s interests through lobbying or advocacy work, this session has been designed to address the role of PR practitioners when shaping public policy; and how to play defense when protecting your client’s interests. The importance of reputation management will also be covered and the similarities and differences between lobbying, public relations and marketing will be explored. Joan Galvin, Principal The Livingston Group Headquartered in Washington, DC Counselors’ Network Breakout 1 A private, informal and interactive discussion with Kirk Stewart. This session is open to Counselors’ Network members only. 11:20 a.m. – 1:40 p.m. Presidents’ Luncheon Join us for a special luncheon in true FPRA style as we honor outstanding individuals and chapters, recognize newly accredicted and certified members, present scholarships to students, and
7:30 a.m. – 8:30 a.m. Continental Breakfast with Exhibitors 7:45 a.m. – 8:15 a.m. Past Presidents’ Council Meeting 8:40 a.m. – 8:50 a.m. Welcome & Annual Meeting
present the coveted Chapter of the Year and Chapter President of the Year awards! The luncheon features the tradional Dillin Dessert, sponsored in part by the Dick Pope/ Polk County Chapter. Luncheon sponsored in part by the Central West Coast Chapter. 1:50 p.m. – 2:50 p.m. Breakout 2 A “Diversity ‘Speak’ ... Messages of Inclusion” Join this interactive session that explores the subtlety of language and the importance of sensitivity to issues of “difference” in written, electronic, visual and spoken communications. Explore experiences of businesses that have successfully mastered the art of connecting to all audiences and those that have missed opportunities. Rate your personal readiness for an A+ in Diversity “Speak.” Get ready to be challenged and have fun with a very relevant communications topic. Ken Kinzie, MSW, LCSW, President & CEO of Kinzie Counseling and Consultation, and Beverly Alter, President & CEO Alter & Associates, LLC & The Alter Group Sponsored in part by the Space Coast Chapter 1:50 p.m. – 2:50 p.m. Breakout 2B “Giving Structure to the Chaos of Content” Ten years after his first presentation to FPRA about the emergence of the online world, Dr. Dale Brill returns to assure us that content is still king. Kick off your shoes with Dale as he guides us through VISIT FLORIDA’s soon-to-be-released web project known as Open Florida. Learn from the trials and tribulations of navigating in a world where the consumer’s control has
never been greater. Dale A. Brill, Ph.D. Chief Marketing Officer VISIT FLORIDA 1:50 p.m. – 2:50 p.m. Breakout 2C “The Art of Convergence” The dictionary describes convergence as: “Coming together from different directions.” In public relations today, we must artfully bring people together for consensus, understanding and, eventually, execution of strategy. Learn to listen effectively and facilitate engagement forums of diverse communities to build consensus. David Voss, President Voss & Associates, Inc. 3:00 p.m. – 4:00 p.m. Leadership Training For incoming chapter Presidents and Presidents-elect, as well as any other local chapter leaders. 3:00 p.m. – 4:00 p.m. Afternoon Meltdown! Now is your opportunity to plan your own session! Participate in a membership mingle poolside, visit the Ritz’s Beach Club, tackle that never ending barrage of business “emergencies,” or chill out with a Yoga class. 4:05 p.m. – 5:00 p.m. State Board Meeting Final meeting of the outgoing 2006-2007 State Board.
8:50 a.m. – 9:55 a.m. General Session A “Responsibilities of 21st Century Organizations” In an increasingly complex environment characterized by an alarming crisis in trust, elevated consumer expectations, growing activism, proliferating, networked and empowered stakeholders, and a fundamentally new communications landscape, learn what responsibilities any organization has if it is going to be successful in the 21st Century. Kirk Stewart, Executive Vice President & Corporate Communication Leader APCO Worldwide 10:10 a.m. – 11:10 a.m. Breakout 1A “Engaging Your Audience: A Scientific Look at What Attracts Attention” What makes people turn to a Web site or printed piece and stay there? What design elements and types of headlines attract and holds someone’s attention? The Poynter Institute studied 600 people around the country and recorded exactly what they were looking at as they read newspapers and Web sites. This was a scientific look at reading behavior – a
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FLORIDA PUBLIC RELATIONS ASSOCIATION FLORIDA PUBLIC RELATIONS
6:30 p.m. – 9:00 p.m. Scholarship Fundraiser & Member Mingle Join us for our annual scholarship fundraiser! This is a great opportunity to network and mingle with fellow PR professionals from around the state while helping the Florida Public Relations Education Foundation raise money for scholarships and professional development. The Central West Coast Chapter has arranged for a three-ring extravaganza to blow your socks off! Come enjoy heavy hors d’oeuvres, cash bar and the thrill of bidding on silent auction items. Cost: $35 per person (not included in conference registration fee) Sponsored in part by the Orlando Area Chapter
into use and long before it was offered as a commercial business service. Harold Burson, APR, Fellow PRSA Founding Chairman Burson - Marsteller Sponsored in part by the Pensacola Chapter 9:45 a.m. – 10:45 a.m. Breakout 3A “Measuring and Optimizing PR in the Changing Face of New Media” In this session, discover how to use Web metrics to quantify PR reach and response, leverage search marketing to bolster PR initiatives, target the new breed of online influencers, and test and perfect PR campaigns. Anand Pallegar , President atLarge Inc. 9:45 a.m. – 10:45 a.m. Breakout 3B “ The Latest and Coolest in Internet Marketing” Did you know that Web sites are going to have scents that you can smell? Did you know there is a new online currency in a virtual world called Secondlife? Discover what it takes to be on the cutting edge of marketing’s next generation of Internet Marketing. Walk away from this jaw dropping, dynamic, knowledge-packed presentation with tactics and strategies that you can apply immediately and successfully. Hillary Bressler, CEO .com marketing, Inc. 9:45 a.m. – 10:45 a.m. Counselors’ Network Breakout 2 A private, informal and interactive discussion with PR greats Harold Burson and Aaron Cushman. This session is open
to Counselors’ Network members only. 11:00 a.m. – 12:05 p.m. General Session C “The World Turns on Public Relations” Join PR legend, Aaron Cushman as he reviews highlights from his career. Cushman will discuss a few campaigns that failed and what he learned. He will also share a few humorous personal anecdotes involving famous clients from diversified fields of entertainment, sports, and corporate fortune 500 companies. Lastly, on a more serious note, Cushman will cover what has happened with the media within the last ten years, domestically and internationally, that has made the transmission of factual information, disinformation and outright lies (spinning) such a key element within our communication system. The utilization of public relations techniques is now being used by Al Queda, Middle East insurgents, Iran, North Korea and playing a key role for our government, military and the domestic political scene as well. Aaron Cushman, APR, Fellow PRSA Former Chairman & Chief Executive Officer Aaron D. Cushman & Associates, Inc. Sponsored in part by the Treasure Coast Chapter 12:15 p.m. - 1:30 p.m. Roundtable Lunch Discussions Led by Counselors’ Network Grab a boxed lunch and share your professional challenges, solutions and strategies for success with your colleagues in one of 12 interactive roundtable discussions on specific topics or industry segments. Topics facilitated by senior practitioners could include Crisis Management, Media Relations, Publicity/Pitching, Power Writing, Healthcare Marketing, Non-Profits, Agency Management and more!
1:40 p.m. – 2:45 p.m. Breakout 4A “Tools for Behavior Change: When your bottom line is changing what people do” A brief look at social marketing methodologies from the founding marketing director of the “Truth” antismoking campaign and the creative director who produced Florida’s recent “Fifth Guy” hygiene campaign www.fifthguy.com. This session will include an overview on how behavioral science is employed to target media campaigns aimed at changing behaviors. A few simple tools are explained and demonstrated in case studies. At the end of the session, participants will get a chance to apply this methodology to one of their own challenges. Peter Mitchell, Partner Marketing for Change, Inc. Sponsored in part by the Ocala & Nature Coast Chapters 1:40 p.m. – 2:45 p.m. Breakout 4B “Meeting the Challenge: Employee to Employer! - Becoming your own boss has risk and rewards” This interactive session will address your curiosity, fears and dreams about taking the major step and setting up business on your own. Is it the end of regular paychecks or a windfall of revenue? How will I find new clients and how can I do all the work by myself? Will billing invoices and bookkeeping eat up all the professional PR time? These and many more probing questions about how to make-the-break, setting up shop and working on your own will be explored. In addition, you’ll learn the results of a recent survey of independent
TUESDAY, August 7
6:00 a.m. – 7:00 a.m. John Ringling Causeway Bridge Walk! Meet your health-conscious colleagues in the main lobby of the Ritz-Carlton and take an invigorating and awe-inspiring jaunt over the John Ringling Causeway Bridge. 7:00 a.m. – 4:00 p.m. Registration Desk Open
7:30 a.m. – 8:10 a.m. Continental Breakfast with Exhibitors 8:15 a.m. – 8:20 a.m. Announcements
8:20 a.m. – 9:30 a.m. Dillin Keynote Address “It’s Time To Speak Up for Public Relations” Join Harold Burson as he covers the historical, philosophical and legal roots of public relations as a discipline that existed long before the term “public relations” came
public relations practitioners who reported on fees and charges, billings, how they spend their time, and other business practice issues. Joe Curley, APR, Senior Corporate Communications Counsel Universal Parks & Resorts, international Dr. Jay Rayburn, II, APR, CPRC, Fellow PRSA; Associate Professor, Florida State University 1:40 p.m. – 2:45 p.m. Breakout 4C “Demystifying CPRC” Thinking about becoming a Certified Public Relations Practitioner? If so, you won’t want to miss this session! Questions like: “Are the written questions taken from PR textbooks?” And, “Is the test structured as essay, multiple choice, or both?” “What’s required for the oral portion of the exam?” These questions and more will be answered in this interactive session that will review various aspects of the CPRC exam and how to prepare for it! Bob Davis, Ph.D., APR, CPRC Professor/Division Head of Ad/PR in the Nicholson School of Communication, University of Central Florida 2:45 p.m. – 3:00 p.m. Chocolate Break 3:00 p.m. – 3:55 p.m. APR Review and Study Session Taking that next, all-important step in your professional development, accreditation should be somewhere on your “radar screen.” Join our Vice President of Accreditation as she unveils the mystery behind becoming accredited and helps you prepare for what may be a defining
moment in your career development. Melanie Mowry-Etters, APR, CPRC Vice President, Accreditation, FPRA 3:00 p.m. – 4:00 p.m. Afternoon Meltdown! Now is your opportunity to plan your own session! Participate in a membership mingle poolside, visit the Ritz’s Beach Club, or tackle that never ending barrage of business “emergencies.” 6:00 p.m. – 7:00 p.m. Reception of the Presidents Join fellow conference attendees for an elegant champagne toast and reception with our Association’s current and former state presidents. Chapter group photos will be taken between 6:00 and 6:30 p.m. Sponsored in part by the Gainesville Chapter 7:00 p.m. – 10:00 p.m. Golden Image Awards “Celebrating 50 years of Golden Images” Join us for dinner in the beautiful RitzCarlton Ballroom, followed by the most prestigious and celebrated awards presentation of the year! Help celebrate the outstanding achievements of public relations professionals from throughout Florida at our annual Golden Image Awards banquet (this event is black-tie opptional. Sponsored in part by the Capital Chapter
Yoga class. 7:30 a.m. – Noon Registration Desk Open 8:00 a.m. – 9:15 a.m. Power Networking Breakfast A delicious breakfast buffet awaits all attendees for the final conference networking opportunity. 8:15 a.m. – 9:15 a.m. Counselors’ Network Business Meeting 9:25 a.m. – 9:30 a.m. Announcements 9:30 a.m. – 10:35 a.m. General Session D “The New Media Roller Coaster Ride” We all know traditional media is evaporating with the use of DVRs and more time spent online, so what is the new role of media relations in building brands and what are the emerging opportunities? In this seminar you will learn the growing importance of massive and clever online announcements to achieve credible maximum impact as well as top tips on the new necessary interactivity of media relations. Cynthia Gordon, Vice President, Corporate Communications and TV Program Development Universal Orlando Resort Sponsored in part by the Southwest Florida Chapter
10:45 a.m. – 11:50 a.m. Closing Session “Ten Traits of Really Great Leaders” Join us for an interactive discussion about the traits that will help you take your leadership skills to the next level. We will look at how you can define and refine the skills most important for you to use in the many leadership roles you play in business and your life. Together, we will talk about: The history of leadership and how the “why” generation has changed leadership over the years; What the number one “secret” for great leadership is; The “ four Key Leadership Questions” every leader must be able to answer; What really motivates those you lead to get into action; and, Tools you can use to take your leadership skills and personal life to the next level. Larry Face, President Next Level Achievement 11:50 a.m. – Noon Conference Finale Don’t miss the drawing of two full conference registrations for the 2008 Annual Conference at the Gaylord Palms Resort & Convention Center in Kissimmee! You must be present to win. Noon Conference photos available for sale.
WEDNESDAY, August 8
6:30 a.m. – 7:30 a.m. John Ringling Causeway Bridge Walk or Yoga Class Meet your health-conscious colleagues in the main lobby of the Ritz-Carlton and take an invigorating and awe-inspiring jaunt over the John Ringling Causeway Bridge or wake up with an energizing
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FLORIDA PUBLIC RELATIONS ASSOCIATION FLORIDA PUBLIC RELATIONS
Conference Attire
Conference attire is professional business. Please note that the average temperature in the hotel is 72 degrees. To ensure comfort, attendees may want to have a sweater or jacket available.
Special Needs Request
If you are disabled and have need of assistance or special accommodations, please let us know by indicating your needs below:
Special Diet Request
Vegetarian meals only available if requested in advance. Vegetarian diet requested for all food functions (when available).
Emergency Contact Information
Should we need to contact someone for you in case of an emergency, please indicate below who you would like us to contact and how best to reach that person.
Name Breakout Sessions
Phone #
In order to plan for proper seating arrangements, please indicate your preference of breakout sessions. This does not commit you to attend these sessions.
Monday Tuesday Please note:
1A 3A
1B 3B
2A 4A
2B 4B
2C 4C
CN1 CN2
APR
Self-parking is not available on property at the Ritz-Carlton, Sarasota. There is an $18 per car, per night charge for Valet service. Please fax back or mail this information with our registration form located on the next page.
Registration
Name Title Address Telephone Type of business Credentials Company City, State, Zip Email Chapter
REGISTRATION FEES
Full Conference includes all general sessions, choice of breakout sessions, and all food functions (scholarship fundraiser excluded). Single Day registration includes general sessions, choice of breakout sessions and food functions for that day only (scholarship fundraiser excluded). Refunds will not be made for food functions not attended. Full refunds, less $75 handling charge, will be made with written cancellation prior to July 13, 2007. No refunds will be made for any reason after July 13.
SPECIAL FUNCTIONS (reservations required) Indicate Number of Non-registered Guests Attending: President’s Welcome Reception ($35 pp) (Casual Attire) Presidents’ Luncheon ($55 pp) (Business Attire) Golden Image Awards Banquet ($125 pp) (Black-tie optional) Power Networking Breakfast ($45 pp) (Business Attire) Indicate Number of Registered and Non-registered Guests Attending: Golf Outing ($65 pp) (Golf Attire) Scholarship Fundraiser ($35 pp) (Casual Attire)
MEMBER RATES
Full Conference Additional Registrants (each)* Single Day Full-time Students**
BEFORE JULY 13
$525 $495 $355 $125 Monday Tuesday
AFTER JULY 13
$605 $585 $405 $150 $750 $455
NON-MEMBER # RATES
Full Conference *** Single Day
BEFORE JULY 13
$680 $430 Monday Tuesday
AFTER JULY 13
*Each additional full conference member registration from the same company. **Student registration does not include any food functions. Student ID required. ***$150 of non-member registration will apply toward 2008 membership dues for qualified professionals who apply by November 1, 2007. Payment: Check enclosed for $ (Circle Card Type) VISA MC Amex Discover Card# Address where statement is received: Security Code (Visa/MC/DISC: last 3 digits on back. AMEX: 4 digits on front.): or Call for my information # Name on Card
Exp. Date Zip Code
Please mail your registration information and fee to: 40 Sarasota Center Blvd., Suite 107, Sarasota, FL 34240 or fax to: (941) 906-1556