new aprs | 2011 icon coverage | new web site | sunshine 2012 | tedx | dues increase

Tampa Bay nov dec PRSAGulftoBay 2011

year 2011 of change about the cover NEWSLETTER©2011 prsa tampa bay That 2011 has been a year of find us on transformational change for our chapter there is no doubt. prsatampabay.org 6 nov–dec 2011 Credit for all that’s been achieved The Tampa Bay Chapter of the goes to leadership’s ability to Public Relations Society of America recognize opportunity and a board (PRSA) was chartered in 1964. One that remained engaged, curious and of the state’s largest professional supportive throughout. organizations for public relations practitioners, we represent the Happy holidays everyone! See you Sunshine District’s nearly 200 next year! members located throughout West John Siebenthaler Central Florida. President’s Message by Missy MacFarlane, APR It’s that time of year again – time to New leadership for the Chapter reflect on the past year to see what begins in January. The results of has been accomplished, what went the elections were announced at the well and what needs to be tweaked. November 3 program: I am grateful to be given the oppor- • Angela Walters, president

photo © john siebenthaler tunity to serve as Chapter president • Noelle Anderson, APR, presi- and I’m happy to report on a suc- A tasty fresh Amish turkey highlights a dent-elect traditional Thanksgiving dinner. cessful year: • Bobby Eagle, secretary • Grew Chapter membership by In This Issue 15% • Lisa Braswell, APR, treasurer President’s Message ...... 2 • Invested in our members by • Betty Carlin, board of directors Chapter Unveils New Website . . . 3 . offering four scholarships to • Michelle Bauer, board of direc- Dues Increase Vote Passes . . . .4 . International Conference tors Diversity Mixer Hits Home Run . . 6 . • Supported seven chapter The terms for Board members Dolphin Tale Premieres In NYC . . 8 . members in pursuing their Kelly Prieto, APR and Diane Jones, Seven Earn Coveted Pin . . . . 9 . . Accreditation MPA, APR have come to a close, New Members Join . . . . . 10. . . • Created YouTube channel to and Diane will become Assembly Golf Tourney To Bayview PR . . . . .10 share key learnings from pro- Delegate (and Sunshine District fessional development Chair). APR Bootcamp Meets In Orlando . 10. I look forward to seeing Angela Sunshine District At Conference . . .10 • Launched new website with upgraded features and interac- Walters take the reins as president Chapter Awards ...... 11 tivity and lead the chapter to the next December Meeting Preview . . . 11. . level in 2012. If you’d like to become Every one of the Chapter Board Working With Your Web Developer? 12 more involved in the Chapter, please members and committee chairs contact Angela at WaltersAngelaM@ Tourism Pros Travel . . . . . 12. . contributed to the success of each gmail.com. of these initiatives. This chapter Our interactive content works best would not be successful without the Thank you for being a part of the with the latest version of Adobe dedication and determination of its PRSA community. Acrobat Reader. Hilited copy indicates volunteers. a link that needs internet access.  2  PRSA Tampa Bay Chapter Unveils Modern New Website

Officers President Missy MacFarlane, APR President-Elect Angela Walters Treasurer Lisa Braswell, APR Secretary Noelle Anderson, APR Immediate Past President Nicole Andriso Board of Directors Marie Cirelli John Dunn, APR Diane Jones, APR Kelly Prieto, APR Mike Flanagan Newsletter Editor-In-Chief Missy MacFarlane, APR Editor / Production John Siebenthaler [email protected] siebenthalercreative.com : @cafe_racer Social Channels Editor Dana Blickensderfer Editor Jennifer Medeiros Last month PRSA Tampa Bay Chapter rolled out a greatly enhanced web experience to better serve our growing community and improve the ad- Stay Connected ministrative back end operations. The website has the same address (www. Reading someone else’s copy? PRSATampaBay.org), a more business-like interface and better functional- Signup here for your own sub. ity. In addition to a more user-friendly meeting registration process, our new site better reflects 1) the chapter’s role and 2) member benefits. Got News? Get Ink Here For example, the site features: [email protected] • Searchable member directory, along with APR and Independent Send us your PR themed member Practitioner categories information — client news, personnel • Expanded member profiles and headshots changes, new business wins, awards — so we can keep our membership • Member-only information informed about chapter activities and • Enhanced ability for members to contribute news, conferences and the community informed about PRSA. events content to our new blog • Social media integration with , LinkedIn, Twitter, Flickr and Chapter Web Site YouTube Visit PRSATampaBay.org for the latest on events, chapter information, job For members, your login username is the email address on file with PRSA. listings and more. There are prompts to help you access your password. Once logged in, members can update their profile (including categories for the searchable member directory and adding a headshot), register for an upcoming meet- ing or post a job to the job site. Built with Adobe Creative Suite. Take a look, then email [email protected] with your thoughts Best enjoyed with Adobe Reader. or suggestions!

 3  Dues Increase Vote Passes Surf On Over — Measure Adds Significant New Benefits For Members And Find Out What’s New

At the PRSA International Loyalty Programs Conference, the 2011 Leadership To reward PRSA’s most-involved Assembly passed a proposal by the members, PRSA is exploring reward board to increase member dues by initiatives that will result in signifi- $30, for the first time in 10 years, cant benefits for loyal and active effective January 1, 2012. members. Although the dues increase incre- In addition, PRSA continues to mentally, PRSA members will be refine and reshape member benefits

You’ll find all the resources

and information you need

about the latest member

info, meeting details,

chapter projects, event or

job postings on our official

web site. Just click on

prsatampabay.org for up seeing additional benefits starting of value to members. The revamped in 2012. insurance program provides PRSA to the minute news. We Free Webinars members with preferred rates from GEICO for auto and Marsh U.S. PRSA will offer its entire catalogue Consumer for other lines of insur- also update on facebook, of professional development we- ance. binars to its members — for free — starting in 2012. This represents Partnerships and professional af- LinkedIn, twitter, YouTube nearly $2,000 in annual savings for filiations with third-party vendors members who currently participate continue to produce real savings for and flickr to meet our in one PRSA webinar per month. our members. PRServing America™ Award Program The PRSA Advocacy program members needs for staying The awards will highlight the pro champions the public relations in- bono work undertaken by PRSA’s dustry to the public. Our responses connected. professional and student Chapters, to relevant, breaking issues have Sections and Districts to strengthen been published in The New York and preserve the local communities Times and The Wall Street Journal, in which they live and work. among many others. For more information, see www. prsa.org/JoinUs/DuesIncreaseQA.

 4  PRSA international conference

International Conference This year the PRSA Tampa Bay Chapter awarded four members International Conference scholarships to help cover their registration cost. In return, attendees created content of the event for our best in class chapter social channels. Michelle Bauer and Susan Barnes, APR, posted to the chapter blog, social editor Dana Blickensderfer managed real-time updates on our Facebook wall and Twitter feed, while Noelle Anderson, APR, shot and edited outstanding video for the chapter’s YouTube feed. Use the links below to check out all the great social content created by our fab chapter communicators!

flickr

blog

facebook

twitter

 5  PRSA Celebrates Diversity

2nd Annual Diversity Mixer Hits Home Run Over 200 Attend Conference Crowd Pleaser In Orlando by Marissa Segundo, APR provided the opportunity for professionals from around the world to network and learn. A big thank you to National PRSA, Candice Bellittera, Kim Bardakian, Anne Dean, and all of the members of the PRSA National Diversity Committee for their sup- port of this event. Next year’s 2012 PRSA International Conference Diversity Mixer will be in San Francisco, Saturday, October 13.

PRSA Diversity Committee members enjoy the event (above); reaction by one of the lucky winners of Tampa Bay chapter sponsored gift cards (right) was all smiles. More than 200 PRSA International Conference attend- ees enjoyed the 2nd Annual Diversity Mixer in Orlando. PRSA Tampa Bay’s Diversity Committee assisted in organizing the event and sponsoring door prizes. The Diversity Mixer promoted unity and understand- ing among diverse professionals. The Diversity Mixer  6  photos © john siebenthaler

The cultural movement known as TED dropped it’s precocious little brother off in St. Pete last month with a Chrome messenger bag full of attitude and a Prius x packed with social evangelistas just off the disruption trail. TED Poynter Institute Throughout the day speakers – 12 – took turns standing on a naked stage in front of a comfortably intimate live audience while thousands more followed words, gestures and preso decks via streamed video and spontaneous tweets. by John Siebenthaler

TEDx (x = local) Poynter delivered commentary, case studies and contemporary social advice ranging from tips on crowd funding (yes!) to persistent sexism in media (why?) to shareability strategy (good) – all trying to tame a medium whose natural state is constant flux. The message: social cred depends on individual expression wrapped in your own compelling cover. I Wear Your Shirt founder Jason Sadler (above), on a day trip down from Jacksonville, spoke passionately about why things don’t work out when viral is used as a means to an end rather than shareability as a starting strategy. Others took up the same concept in varying degrees, from Eric Deggans, me- dia critic for the St. Petersburg Times, on the end of gatekeepers, to Graham Sharp (top), head of tech startup xtranormal, on tactics of engagement. By the end of the day, brain weary TEDx initiates – whether courting web views, adapted from an article written for crowd source funding, or simply personal growth – were on a new trajectory for siebenthalercreative.com – read successfully building their social persona. more about tedx/poynter here.

 7  Shown with one-of-a-kind dolphin prosthetic (left – right) Joelle Castelli, City of Clearwater; Krista Rosado, Clearwater Marine Aquarium; Mary Haban, Visit St. Pete/Clearwater; City of Clearwater Mayor Frank Hibbard. Dolphin Tale Premieres In World-wide Press Events Showcase Movie Filmed In Clearwater by Mary Haban, APR

It’s the PR dream most destinations Freeman, Harry Connick Jr, Ashley A partnership with Warner Brothers hope for. Only this one came true Judd, and Winter the dolphin who and Alcon Entertainment, coupled for Pinellas County tourism offi- plays herself. with the outstanding efforts from cials. The amazing story of Winter, The movie provided the perfect pub- the City of Clearwater and the the bottle-nosed dolphin, caught lic relations plan to parlay the area Clearwater Marine Aquarium, re- in a crab trap and nursed back to into even a more desirable tour- sulted in worldwide media coverage health at the Clearwater Marine ism hub for visitors and jumpstart for both the movie and the desti- Aquarium. The inspirational tale, the attendance at the Clearwater nation, it also had droves of fans turned into a major Hollywood Marine Aquarium. lining up to see Winter the lovable hit when a film producer saw the dolphin, in person. segment on NBC’s Today Show With movie premiere’s and media The PR Team consisted of David and said, “This sounds like a great events in , New York Downing, Mary Haban, APR, and movie.” Less than a year later, it City, Toronto and London, Visit St. Josh Hall – all active members of was. Petersburg/Clearwater’s public rela- tions team made the absolute most PRSA Tampa Bay. Dolphin Tail, shot on location in of this amazing publicity opportu- For more information, visit www. a variety of venues throughout nity. SeeWinter.com. Pinellas County, stars Morgan

 8  Seven In Chapter Earn Coveted APR Pin by Karen Frashier, APR • Missy MacFarlane, principal and account director, Bayview Public Relations Karen M. Frashier, APR (far right, front row) serves as chair of PRSA Tampa Bay Chapter’s Accreditation committee and mentors candidates throughout the process. Twenty- two chapter members have achieved accreditation within the past two years with mentorship from Frashier and former Accreditation chair Jeff Caponigro, APR, Fellow PRSA. The Examination is designed for public relations professionals with five to seven years of job experience and/or a bachelor’s degree in a com- Seven more PRSA Tampa Bay • (back row) Travis Claytor, com- munication field. Chapter members have successfully munications manager, Tampa Professionals earning the APR must attained Accreditation in Public Bay & Company maintain their credential through Relations as part of the Spring 2011 • Susan Barnes, director of com- continuing professional develop- class. munications, Girl Scouts of ment, providing leadership to the The APR program’s aim is to im- West Central Florida profession and serving their local prove the practice of public rela- • Kate Sawa, Sr. communities. tions by assessing competence in 60 Communications Director The chapter’s 2012 Accreditation areas of knowledge, skills and abili- and Affiliate Digital Strategy Readiness Reviews and exam prep ties associated with the profession. Manager, American Heart classes will kick off in the spring. Association Candidates who successfully com- If you’re considering APR candi- plete the rigorous process, includ- • Marissa Segundo, recycling coordinator, City of Largo dacy, please review the Universal ing presenting his/her portfolio Accreditation Board website at to a peer-review panel and sitting • Heather Sugg, account supervi- http://www.PRAccreditation.org or for 180-question computer-based sor and Florida regional man- contact the chapter Accreditation examination, are granted the APR. ager, William Mills Agency chair Karen Frashier, APR at kmf@ The seven individuals who achieved • (front row) advocatemarketingpr.com. Accreditation in 2011 include the • Lori Hudson, director of com- Stay tuned for details on happy following chapter members: munications, Hillsborough hour mixer to learn more about County (Fla.) Accreditation in January 2012.

june 21-23

sunshine2012.com 

 9  New Members Join Chapter APR Bootcamp Mentors Meet In Orlando by Marie Cirelli, Membership Chair Tampa Bay Chapter Sends Five To Help Pave The Way The Tampa Bay Chapter welcomes the following new members who joined during September and October, bringing our chapter membership to 174, a 15% increase over 2010. Pamela Adkins Reinstated Member Sara Easley L&D Communications Analyst State Farm Insurance Elizabeth B. Ernst Director of Public Relations Acoustiblok, Inc . Erica C. House Associate Member Andrea B. Johnson Marketing Research Specialist Joining Ms. Frashier to mentor were (L-R) Missy MacFarlane, APR, Susan Tindale-Oliver and Associates Barnes, APR, Noelle Anderson, APR and Mary Haban, APR. Andrea Moore PRSA Tampa Bay Chapter Accreditation chair Karen Frashier, APR (center) Communications Manager was tapped by national to teach peer Readiness Review at a pre-conference Card Services for Credit Unions bootcamp session for attendees. Alaa Maher Odeh Senior Consultant Sunshine District Delegates Gather At Conference Booz Allen Hamilton Home Court Advantage Goes to Florida PRSA Chapters

Transitions Championship To Bayview PR The Transitions Championship PGA TOUR event picked St. Petersburg- based Bayview Public Relations to support media relations for its March 2012 tournament. The FedExCup championship is played at Innisbrook, a Salamander Golf & Spa Resort, in north Pinellas County. In conjunction with title sponsor Transitions Optical and The Copperheads course, Bayview PR will foster news media awareness, add to social media efforts, and offer PR perspective to creative strate- gies. The Transitions Championship fea- tures 144 PGA TOUR professionals competing for a $5.5 million purse Sunshine District members couldn’t have asked for a better showing from their and is seen in more than 100 coun- delegates than the group attending the International Conference, prepared and tries as part of the FedEx Cup. ready to tackle the many issues before the assembly.  10  November Breakfast Meeting Features Chapter Awards Members Honored Following Steve Hayes Tampa Bay & Company Presentation The November meeting in- cluded the return of chapter awards in a ceremony chaired by Patt Reed, APR, and em- ceeded by Ray Johnson. Recipients included the Chapter Service Award to John Siebenthaler, Jennifer Medeiros for the Sue Ellen Richardson Rookie of event photos by Ray Johnson the Year honors, Noelle PRSA Tampa Bay Volunteers Anderson, APR, for her Community Service, and Karen Mess Frashier, December Meeting For Worthy Cause APR, for the Life Achievement and Michael B. Manning Leadership Awards. Save the date and sign up to con- tribute a few hours during your December holiday schedule in supporting PRSA Tampa Bay’s an- nual service day with Metropolitan Ministries next month.

Chapter president Missy MacFarlane presents Noelle Anderson, APR (left) and Last year’s event filled up quickly as principal at True Blue Communications with her award for Community Service; members traveled from throughout Jennifer Medeiros, (right) Girl Scouts of West Central Florida, was honored as Tampa Bay in supporting this very the recipient of the Sue Ellen Richardson Rookie of the Year. worthwhile regional cause. Mrs. Frashier was also honored as From 3:30 – 6:30 p.m. Thursday, the first recipient of the Michael December 15, PRSA Tampa Bay B. Manning, APR, Award for chapter volunteers will gather at Distinguished Leadership in recog- the N. Florida Ave. home of the nition of her unparalleled work in celebrated charity to help distribute guiding nearly two dozen chapter toys and serve food to families in members to a successful completion need. of the APR designation. Sign up today! During the holidays In accepting both the Life opportunities are limited and only Achievement and Michael B. 30 members will be able to partici- Manning awards on behalf of Mrs. Frashier, David Cotten (above), her pate in this worthwhile event. partner in work and life for many years, said, “Next year I will mark the 30 years since I welcomed Karen into the West Virginia chapter of PRSA and Following the volunteer effort, the 14 years ago that we became partners on both personal and profes- chapter members and guests are sional levels. Both are events I celebrate every year. In accepting these encouraged to meet at Fly Bar & awards on her behalf, I hope my pride is apparent and her gratitude obvi- Restaurant in downtown Tampa for ous. Thank you for these honors.” an informal holiday social of friend- ship and conversation.

 11  Are You Getting The Most using either PHP or ASP page made up of front end and back end From Your Web Developer? design. functions, and that the two have nothing in common. Front end is Both Sides Benefit When Project Goals Then there’s traditional HTML site usually meant to include all the Are Fully Discussed And Understood design, using familiar dot-html aspects pertaining to style - the by John Siebenthaler structure to house content. layout, look, graphics, colors, etc. Whether building a new site from Finally, there’s more and more necessary to present your brand to the ground up, taking over an aban- deployment of hybrids, built with a the world. doned domain, or jumping in mid- little of this and a little of that. stream to modify existing content, The other half of the equation, back All share the ability - or require- a client’s understanding of what it end or coding, is often at odds with ment, depending on the platform takes to create or overhaul a web its fraternal twin component. - to run off CSS (Cascading Style site is generally behind the curve, Think of the two as a designer over Structure) for some or all of the especially given the rapid pace of here and a printer over there. Both layout and styling considerations technological advancement. necessary to the process, but with necessary to serve content in a very little in common. What might pleasing and reliable manner. look simple on paper is often any- It’s helpful to keep in mind that thing but in reality. web development is at its heart Tourism Pros Travel to State Conference on Tourism Code on the left tells design on the by Mary Haban, APR right how to behave. Talk with your Three of PRSA Tampa Bay’s finest web developer to learn what’s best for spent several days learning about your needs and requirements. the best practices in the tourism Once the decision to move away field at The Florida Governor’s from a template and into the realm Conference on Tourism. of individual design’s been made, what’s all too often shown as point Held annually, this in-depth, three - click - there that’s fixed is usually day conference provides an op- anything but. portunity for all members of the Florida tourism industry to network So Many Choices – Which Is Best? with fellow travel professionals, The range of options for anyone learn more about participating in Mary Haban, APR and Kelly Prieto, wanting a unique URL has never VISIT FLORIDA’s wide range of APR, get a rare audience with Florida been greater as the number of programs, obtain the latest tourism Governor Rick Scott after his keynote platforms on which to build a pro- research data and hear from indus- speech to tourism officials. fessional brand continues to grow. try experts and keynote speakers Fully featured blogs, like those about their proven strategies for available on wordpress.com, are increasing business. not only free and functional, but Mary Haban, APR, who handles quick and easy to set up. (In fact, Public Relations for Visit St. Pete/ Wordpress powers our chapter’s Clearwater, Kelly Prieto, APR, new blog.) who handles a variety of tourism Wordpress is a CMS, or Content clients in her role at Hayworth Management System, as are several Creative, and Travis Claytor, APR, other free platforms like Joomla! who handles Communications and and Drupal, in addition to propri- Public Relations for Tampa Bay & PRSA Tampa Bay member Travis etary and expensive custom CMS’. Company all had the rare opportu- Claytor, APR, collects an illustrious The dynamic content structure nity to personally meet Governor tourism honor for his company. common to all CMS’ is constructed Rick Scott, who provided one of the keynote addresses to the group.

 12 