Prestige December 2015


Rack Focus: FPRA members active in Marion Health Alliance

The newly formed Health Alliance certainly has its work cut out for it: improve the county’s poor health ranking, which is 42nd out of Florida’s 67 counties.* So far, some 70 organizations have stepped up to participate. Guided by an executive board of 12 member organizations, the Alliance has narrowed in on six healthcare needs:
1. Behavioral health
2. Dental issues treated in the ER
3. Smoking
4. Diabetes
5. Obesity
6. Chronic diseases
A number of FPRA members have been actively involved at the grassroots level to support the initiative. Top executives from Hospice of Marion County, United Way, the Health Department, Marion County, MRMC, Ocala Health system and Marion County Public Schools sit on the member board.

Ginger Broslat, chair, and Suzanne Santangelo are on the Health Education work group; Lisa Varner, APR, CPRC, and Lila Ivey sit on the Health Vision Council for United Way; Lila, Suzanne and Craig Ackerman also attended the webinar series hosted by the Marion County Hospital District, which is now accepting grant applications for improving community health. The Hospital District intends to fund $1-2 million annually to local organizations starting in early 2016.
*Robert Wood Johnson Foundation County Health Rankings

Share the Spirit of the Holidays

Don’t miss spending some laid-back time with your cohorts at our annual holiday social.
It’s a time for relaxing together after work to toast the season as well as some of your best PR stories.
Infinite Ale Works
Friday, December 17
5-7 p.m.

Don’t forget to support our community service initiative by bringing non-perishables for the Interfaith Emergency Services.

Take 4: PResident's Perspective from Barbra Hernandez, APR

3 handy takeaways from state board meetingFPRA 2015 NEW Cropped Barbra headshot

Last month, I attended our state association meeting in Gainesville. It was our first quarterly meeting of the year, but certainly not the first one I have attended. Since joining FPRA, I have been fortunate to partake in several of these – even before I became president-elect. At every meeting, there is much to discuss and learn as chapters and executive board members work to make our professional association even more valuable to its members.

This month, I thought I’d share some easy-to-implement tips I got (or was reminded of) at the state board meeting that will surely come in handy for many of us. Some of you may have already implemented these; others may discover something new:

  1. Add links to the “APR” and “CPRC” in your email signatures – If you’re a credentialed member, this is an important small step with possible big consequences. Link your APR or CPRC to their respective web pages (for APR, it’s; for CPRC, it’s This will let your colleagues, supervisors and clients know what those acronyms after your name stand for, as well as the value they carry. Plus, it will remind fellow FPRA members who are ready for their credentials that they, too, could soon add those extra three or four letters after their names!
  2. $5 a day will cover conference and stay! – If you start saving today, that is! Annual Conference is the culmination of an FPRA year of outstanding professional development – you shouldn’t miss it. If not already in your budget, start saving today for a three-day, unique experience filled with top-notch speakers, priceless networking, Golden Image awards and many surprises. It’s the best deal in the state for a professional event of its kind, and it happens Aug. 7-10, 2016 at the Innisbrook Golf & Spa Resort. More details will be available here:
  3. Use the FPRA website. How often are you visiting This month, I challenge you to press an extra few clicks and explore some of the members-only resources available there. Did you know FPRA offers access to 50 free white papers on a plethora of topics including crisis management, customer relations, reputation management and social media? These are written by field experts and fellow FPRA leaders and are filled with practical tips. But wait, there’s more…oh, that’s right; big FPRA announcement coming soon… I think I’ll save that for a future article.

Until then, keep it reel’!


Are you in the Know? FPRA Updates

New Year, New Test by Heather Danenhower, APRAPR CPRC Pins Image

Come January, the Accredited in Public Relations (APR) test will change for the first time in several years. Though the majority of the “Knowledge, Skills and Abilities” (KSAs) tested on the exam remain the same, some of the names and percentages have changed. Some KSAs are new, and others were combined. For example, the “Researching, Planning, Implementing and Evaluating Programs” KSA will go from 30 percent to 33 percent. On the 2015 test, Crisis Communications Management is its own KSA worth 10 percent. But on the new test, the KSA is titled Managing Issues and Crisis Communications and worth 13 percent. The new study guide will be available in 2016. Accreditation Chair Heather Danenhower, APR, has scheduled a credentials kick-off conference call with potential candidates on Jan. 13, 2016, from 9:00 – 10:00 a.m. If you’re interested in dialing-in or have questions, contact Heather at

IMAGE Teaser by Laura Byrnes, APR, CPRC

FPRA/Ocala Chapter’s 2016 Mid-Florida Image and Wilton F. Martin Communicator of the Year awards, “Conducting Communications Excellence” will be held April 19, 2016, from 5:30-7:00 p.m. at Ocala’s newest, buzz-worthy venue, the Reilly Arts Center. Image workshops will take place in February with submission deadline for entries March 11, 2016. More information to come. Look for the juicy details in January’s Prestige.

Three reasons our Code of Ethics is Important by Elaine McClain

We likely think of ourselves as ethical people. Other than some holiday tall tales about a jolly man in a red suit, we don’t make a practice of telling untruths. Professionally, we abide by public records laws and HIPPA regulations, among others. We wouldn’t condone embezzlement, we wouldn’t allow discriminatory practices and we watch for conflicts of interest.

So why not rely on our personal moral compasses? Why is a uniform, codified list of ethical principles important for our profession?

1.It’s in writing. Official contracts and formal agreements are done in written form, and putting FPRA’s principles in writing formalizes the code. In the protean landscape of public relations, the profession’s ethical principles are definite and unchanging.

2. It establishes expectations. Having a code of ethics sets a level of expectation for ourselves as individuals and for the profession as a whole. This is important for a field that’s uniquely public and visible, and one that’s often involved in controversies and crises.

3. It’s not all about me. Our adherence to the code actually extends beyond our individual actions and decisions on the job. Some of the principles apply to how we interact with fellow practitioners (No. 14) and former or future clients (No. 13). It’s a tall order, but how we conduct ourselves in our professional (and, yes, personal) capacity can help shape, confirm or change how others view the field of public relations.When was the last time you read the FPRA Code of Ethics? Full disclosure: it had been awhile for me before I started writing tonight. I invite you to join me in taking another look at the code, print it out and keep handy near your workspace.


"Someone's" Going to Conference...

…thanks to this sweet and salty delightEdible Arrangements flier

Allison Campbell, APR, CPRC, was the lucky winner of the drawing on November 20 for this yummy Salted Caramel Apple Daisy Fruit Basket courtesy of our chapter’s Supporting Sponsor, Edible Arrangements.
Barbra Hernandez, APR, took home the dozen chocolate-covered strawberries.

The $139 in proceeds raised will go toward an FPRA Annual Conference scholarship for one lucky chapter member!

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