PRestige June 2016


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Rack Focus on Leadership

Apply for LeadershipFPRA – our Association’s new outstanding programLFPRALogo

By Carole C. Savage, APR, CPRC

Applications are due June 15 for LeadershipFPRA, an exciting new professional development opportunity for members which premiers in August at the FPRA annual conference. FPRA President Roger Pynn, APR, CPRC, had a vision of a program designed exclusively for FPRA members who want to hone their leadership skills, add to their public relations knowledge and become stronger leaders not only in their organizations but also in their communities and within the Association.

An orientation, six seminar-style classes and graduation are included in the program, which will provide participants with opportunities to visit different cities and discuss statewide challenges and resources with some of the top business, education and government professionals among others in Florida. A class of 20 with diverse backgrounds and experience levels will be selected for LeadershipFPRA through a competitive application process. Attendance is required at orientation and at least five of the six sessions. Tuition is $750.

Ocala Chapter members Carole C. Savage, APR, CPRC, and Ginger Broslat, APR, CPRC, are on the LeadershipFPRA committee with Carole heading up the group as chairman. Other members serving this year are Ryan Gerds, APR, CPRC, Joe Chabus, APR, Linsday Hudock, Alyson Lundell, Jennifer Moss, APR CPRC, Roger Pynn, APR, CPRC, April Salter, APR, CPRC, and Colleen Thayer, APR, CPRC.  

For more information or an application go to fpra.org and become a part of the first class of LeadershipFPRA – our Association’s newest exceptional program. 

Countdown to Conference

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Want to learn from leading PR professionals on how you can excel in the PR profession? Then you won’t want to miss FPRA’s 78th Annual Conference entitled “LEAD.” This year’s Annual Conference will be hosted at the exclusive Innisbrook Golf & Spa Resort in Palm Harbor, Florida from August 7-10. A diverse array of speakers will offer insight on their unique ideas and experiences in PR world. Dillin Keynote Speaker Jill Kermes from SeaWorld will shed insight on how to communicate a purpose-driven brand during a time of controversy. Don’t believe that conference is exciting? Just take a look at the agenda. So what are you waiting for? Short on funds? Apply for a chapter scholarship or  Register now!

PResident's Perspective - Take 2

from Lauren DeIorio

The past few weeks have been quite a whirlwind for me since taking on the position of president for our chapter. I am finding that much of what I am learningLaurenDeiorio04PP about the chapter in the way procedures and policies is coming from some of our most valued chapter members who have “been there and done that.” There are times when I feel that I might be asking too many questions to the point of becoming annoying. But it is those seasoned members who have so patiently guided me through the process. For that I am extremely grateful.

As our chapter makes our way to the end of the year, I am preparing, with the help of many hands, the Chapter Management report. It is truly impressive to go back and review how far we have come in one year. Some of the highlights I found were…

  • We had 80 guests in attendance at the Image Gala with 25 FPRA members and the remaining attendees joining us from those in the community.
  • Communicator of the Year awards brought community attention as individual and institutional award nominations were more than doubled from the previous year.
  • In the area of accreditation, the Ocala chapter has the highest number of CPRCs to total members of any chapter around the state.
  • Our chapter will end the year with a significant surplus that will be used to benefit our members either through conference scholarships or other professional development.

Since I will be continuing on as president in the new program year, I will be taking the next two months to plan for the next FPRA year. I am relying on each of you to share your thoughts and ideas in order to help me to create a plan that works for our Chapter. I can’t wait!

Professional Development Luncheon - June 17

“Proof that Social Media Works” with Danna CrawfordDanna Headshot

Hear how this Power Selling Mom’s business has grown by using the power of social media and direct mail marketing. Danna Crawford share’s her automation strategies and time saving techniques you will not want to miss.

Danna Crawford aka PowerSellingMom.com started her online business in 1997 while living in the suburbs of Chicago. She raised enough funds as a single mom with three kids to put a down payment on a house in Ocala FL and has grown her business since moving here in 1999. She’s a Certified Business Consultant and an authorized local expert on email and social media marketing. Read more about her.

The location is the Ewers Century Center Teleconference Room at College of Central Florida. Register by Friday, June 10.

How this tale of two (apparently boring) cities shows us that ethics requires active effort

from Elaine McClain, Communications Chair

Apparently, there’s a perception that there’s nothing to do in Salt Lake City, UT. And there’s a similar perception about South Bend, IN.

Most people probably wouldn’t know that – and it certainly wouldn’t come up in an ethics-related FPRA newsletter article – if it weren’t for the fact that Visit Salt Lake and its ad agency created a campaign entitled, “There’s nothing to do in Salt Lake.” Nope, even then it wouldn’t come up in this venue. We’re talking about it because Visit South Bend saw the campaign, loved it, and decided to have its ad agency create a nearly identical video elaine's ethicsentitled, “There’s nothing to do in South Bend.”

Really.

This screenshot from the South Bend Tribune (click the link to view the article) shows the similarities in colors, fonts, copy and themes. Watch to see how the similarities compound as the videos play:

South Bend: http://bcove.me/ytob0isd

Salt Lake City: http://bcove.me/rtf39t0h

A word comes to mind to describe South Bend’s efforts; it starts with “p” and ends in “lagiarism.”

Instead of pursuing legal measures in this clear case of copycatting, Visit Salt Lake’s agency, Love Communications, sent off a light-hearted letter to South Bend’s agency, Explore Media, commending Explore staff for their exceptional spot while playfully accusing them of copying Love’s work.

According to Adweek, when it reached out to Explore Media, it “said it was merely a production company and had executed the client’s creative idea exactly as asked.”  (Read Adweek’s article here).

Visit South Bend’s executive director, Rob DeCleene, ultimately apologized for the video, saying that he saw the original campaign, thought it would work for his own community and wanted to implement something similar.

Visit South Bend ended up removing its $20,000 video from the internet and apologized for the controversy and copying.

Though the issue seems to have been resolved in a friendly manner with an important – albeit expensive – lesson learned by one community in Indiana, we PR practitioners in central Florida should pause because we also can learn something from this:

Ethics requires active effort.

It doesn’t just happen. Our profession is fast-paced, swathed in “gray areas,” and requires us to wade through dizzying amounts of content while attempting to meet increasing demands.

Ethics requires active effort.

It takes time. Extra research. Double- and triple-checking. Listening to that nagging little voice that’s telling you maybe something isn’t quite right.

Should Explore Media have refused to complete that project as requested for South Bend? With the similarities of the campaigns, it’s hard to imagine that no one there saw and studied Salt Lake’s video.

Regardless of what our clients or bosses task us with, we are responsible for our own actions. From this story, I was reminded that only I am responsible for maintaining my own ethical principles.

Should someone have spoken up during Explore’s video or production process? Should someone have brought up concerns on Visit South Bend’s board? Again, I’m reminded to listen to my gut and speak my concerns.

South Bend’s story could have been worse. But it could have been better. Reputations, pride, credibility – oh, and $20,000 – could have been saved.

Thankfully, there’s plenty to do in Ocala. And thankfully, we belong to an association that promotes with utmost importance our code of ethics to help guide us in our work. This story just reminded me to read over our code again and to remember that ethics requires active effort.

 

Kudos to our Newest CPRC

Right on the heels of obtaining her APR, our VP of Planning and Research wasted no time in securing CPRC credential! It’s been a busy spring for her onGingerBroslat top of her busy career. Congratulations to Ginger Broslat, APR, CPRC, for this amazing accomplishment!

A passionate and collaborative communicator, Ginger Broslat is a Public Relations and Marketing Consultant who works as an integral member of her clients’ teams. With a strong background in healthcare, economic development, publishing and nonprofit management, she is adept at visualizing the big picture, developing the creative concepts and tactical steps needed to achieve goals.

Ginger approaches projects with a strategic end in mind. That practice has garnered numerous Image Awards from the Florida Public Relations Association on both local and state levels. She is currently pursuing a Master’s Degree in Strategic Public Relations through George Washington University.

Ginger also uses her physical weakness with muscular dystrophy as strength to inspire and encourage others through motivational speaking. Lessons from those experiences were published in her book, Fall Therapy.

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