5 takeaways from Charlotte Bireley’s presentation, “Marketing During a Global Pandemic”

1. Do your research.

When COVID-19 caused more than 8,800 tourism industry job losses on Florida’s Treasure Coast – Indian River, St. Lucie and Martin counties – data revealed people were willing to drive three hours to smaller communities, beaches and outdoor places.

2. Be ready to pivot.

“We were all in survival mode,” Bireley said. She shifted the marketing message, developed a “nearcation” campaign and targeted people who were still willing to travel. Her team also verified that all destinations were safe and helped manage a webpage that listed open locales.

3. Take a chance on an edgy approach.

When enticing travels to visit, the tagline tapped into human nature’s rebellious side. Showing images of people riding horses on a pristine beach, potential visitors were told, “Don’t come here,” “Nothing to see” and “Don’t book a deal here.” Did visitors listen? The campaign resulted in $50,000 in hotel bookings, exceeding expectations.

4. Partner.

Bireley leveraged existing and new partnerships. She already had strong relationships with her counterparts in Indian River and Martin counties. “We’re one region and share similar assets” she said. The team also leveraged small business programs at a local college and identified the need for a local chapter of the lodging and restaurant association to help businesses, especially mom-and-pops.

5. Have reserves.

“It was smart to remain fiscally conservative (before the pandemic) and keep money in reserves,” Bireley said. Having money saved – originally in case of hurricanes – was “critical to keeping things going.”

FPRA Ocala Earns Statewide Recognition from FPRA for Chapter of the Year and Strengthening the FPRA Brand

Ponte Vedra, Fla., Aug. 6, 2018— The Florida Public Relations Association (FPRA) recently recognized the Ocala Chapter for two awards at the President’s Luncheon at the 80thFPRA Annual Conference.

FPRA State President Ryan Gerds, APR, CPRC first recognized the Ocala Chapter for strengthening the FPRA brand in the community. Gerds mentioned how the chapter further informed community members about the statewide association through the Mid-Florida Local Image Awards and Wilton F. Martin Communicator of the Year program, Monthly Mixers, regular communication as well as through the chapter’s annual Toolkit for Success seminar.

Culminating the President’s Luncheon, the Ocala Chapter was announced as Chapter of the Year among the Association’s 15 statewide chapters.

“The Ocala Chapter has a rich heritage of leadership for FPRA locally, as well as on the State Association’s executive committee,” said FPRA Ocala Chapter President Lisa Varner, APR, CPRC of Ocala Brodcasting. “It’s been my honor to serve as president this year. It’s easy to lead an organization when you have such a deep bench of seasoned professionals who remain committed on the local level. When you team that with newer members with great enthusiasm and a vision for the future, it’s a game plan for success.”

The Ocala Chapter meets the third Friday of each month at 11:45 in the teleconference room of the Ewers Century Center at the College of Central Florida. For additional information on the Ocala Chapter Name of FPRA please call Ocala Chapter Communications Director Ginger Broslat, APR, CPRC at 352-861-0252.

The Florida Public Relations Association is dedicated to developing public relations practitioners who, through ethical and standardized practices, enhance the public relations profession in Florida. The organization’s 15 professional and 12 student chapters provide professional development, networking and recognition opportunities for nearly 1,200 members across the state. FPRA is the nation’s oldest public relations organization, established by Lt. Col. John Dillin, APR, CPRC in 1938. For more information, visit www.fpra.org.

Katie Hunicutt Inducted to 2018 Joe Curley Rising Leader Class

Ponte Vedra, Fla.,  Aug. 7, 2018— Ocala Health Marketing and Communications Manager Lauren Debick graduated from Leadership FPRA at the Florida Public Relations Association (FPRA) Annual Conference recently.

The Joe Curley Rising Leader Award is intended to identify and honor up-and-coming individual FPRA members that demonstrate emerging leadership traits along with dedicated active involvement in FPRA Chapter activities, programs, functions and events.

The goal of the award is to help recognize personal dedication and engagement of members with two to five years of membership, and to help build a healthy leadership stream at the local chapter level.Each class member participated in LeadershipFPRA orientation the day prior to the start of the 2017 Annual Conference, followed by five seminar-styled leadership training classes from a faculty of some of the most accomplished professionals in the state. The curriculum is challenging, and participants are required to attend the orientation, graduation and four of the five independent classes of the program instruction.

The Ocala Chapter meets the third Friday of each month at 11:45 in the teleconference room of the Ewers Century Center at the College of Central Florida. For additional information on the Ocala Chapter Name of FPRA please call Ocala Chapter Communications Director Ginger Broslat, APR, CPRC at 352-861-0252.

The Florida Public Relations Association is dedicated to developing public relations practitioners who, through ethical and standardized practices, enhance the public relations profession in Florida. The organization’s 15 professional and 12 student chapters provide professional development, networking and recognition opportunities for nearly 1,200 members across the state. FPRA is the nation’s oldest public relations organization, established by Lt. Col. John Dillin, APR, CPRC in 1938. For more information, visit www.fpra.org.

Marion County Acknowledged in FPRA’s 80th Anniversary Museum Reveal

Association leaders unveiled new panels of the FPRA Museum.

Marion County was showcased on a newly added segment of the Florida Public Relations Association museum. The Association celebrated its 80-year legacy at its annual conference at Sawgrass Golf Resort in Ponte Vedra this week.

One of the Association’s newest members, Tammy Gantt with the Florida Thoroughbred Breeders and Owners Association, was happy to see an image of Champ, the Horse Fever horse that remains at FTBOA, surrounded by the 20!6-17 members of The Association’s executive committee. Three of the four executive committee and state board meetings were held in Ocala. As members traveled from across the state, they were greeted with Marion County Hospitality as local businesses sponsored receptions. The first session showcased the equine industry with a tour of the FTBOA Museum. The second session featured the arts and Downtown with a reception at Brick City Center for the Arts. The final event was hosted at Golden Ocala in May of 2017, shortly after the announcement of the World Equestrian Center.

Members enjoyed spotting their own pieces of history on the new panels. Carol Savage, APR, CPRC, dressed in her favorite decade attire,  spotted her year as Association president.

Tina Banner, APR, CPRC and Allison Campbell, APR, CPRC recreated their image, nine years later. Campbell credited Banner with introducing her to The Association.

The museum was first unveiled at the 75th Annual Conference at the Vinoy in St. Petersburg. Ocala’s Laura Byrnes, APR, CPRC served as VP of Communications and played an instrumental role in gathering the historical pieces to create this tribute to The Associations legacy.

Nick Zoller Receives APR Credential

Ponte Vedra, Fla (Aug. 6, 2018) — Nick Zoller was presented his professional accreditation in public relations, and received the designation of Accredited in Public Relations (APR) at The Associations 80thAnnual Conference. Zoller now joins the more than 5,000 professionals nationally that represent an elite group of highly skilled public relations professionals committed to practicing with exemplary ethical standards.

Nick Zoller is the public relations director for Marion County and a member of the county’s senior management team. He joined Marion County in 2016, bringing a decade of communications leadership and media relations experience to his role.

Zoller oversees strategic messaging, branding, marketing and long-range communications planning, facilitating the county’s relationship building with internal and external customers and the media. Since joining Marion County, Zoller has endeavored to highlight the county’s strategies and vision for the community now and in the future with customers, residents, partners and stakeholders.

Zoller graduated from Florida International University in 2016, earning his master of science in mass communication. He completed undergraduate coursework in public administration at St. Petersburg College and is currently serving his third term as a college president-appointed member of the program’s advisory board. Zoller obtained Accreditation in Public Relations (APR) in 2018.

Previously, he served as public information officer in Pinellas County, where his focus on two-way communication with customers and residents regarding public infrastructure departments led to increased transparency and positive community feedback. Prior to that, he spent 6 years providing communications and media relations consulting services to political and issue advocacy organizations.The examination is administered by the Universal Accreditation Board (UAB), which is an alliance of eight national and statewide professional associations dedicated to furthering the field of public relations and the development of public relations professionals.  The Florida Public Relations Association is a member of the UAB.

Lt. Col. John Dillin, APR, CPRC, established FPRA in 1938 for the purpose of helping public relations practitioners do their jobs better.  As the oldest public relations organization in the country, FPRA is dedicated to developing public relations practitioners, who, through ethical and standardized practices, enhance the public relations profession in Florida.  FPRA is comprised of 13 professional and nine student chapters throughout the state, providing professional development, networking and professional recognition opportunities.

        Zoller was recognized at the conference by FPRA VP of Accreditation and Certification Ginger Broslat, APR, CPRC. Broslat, a member of the Ocala Chapter of FPRA, recognized a record number of 17 members earning the APR credential. Broslat also coached senior level practitioners seeking the Certified Public Relations Counselor credential. The CPRC, unique to FPRA recognizes the highest level of professionalism and advanced consultation skills in the practice of public relations. Broslat presented  13 newly confirmed CPRCs at the same ceremony.

For additional information on FPRA, please visit www.fpra.orgor contact the Association’s state office at (941) 365-2135 or e-mail [email protected].

 

Lauren Debick Graduates From Leadership FPRA

Ponte Vedra, Fla.,  Aug. 4, 2018— Ocala Health Marketing and Communications Manager Lauren Debick graduated from Leadership FPRA at the Florida Public Relations Association (FPRA) Annual Conference recently.

Debick was chosen to receive a scholarship to participate in the program from among the 15 members of the 2017 Joe Curley Rising Leaders Class.

LeadershipFPRA provides members with the tools they need to become stronger leaders in their organizations, their communities and FPRA. The program is formal, consisting of an orientation and five full-day sessions held over 12 months.

Class size is limited to 21, so applications are competitive. The LeadershipFPRA Selection Committee reviews all applications and choses the most qualified applicants. And while the Selection Committee evaluates individual applications, it is also charged with building a class that represents diversity—professionally and geographically, as well as in the areas of age, race, gender and ethnicity.

Each class member participated in LeadershipFPRA orientation the day prior to the start of the 2017 Annual Conference, followed by five seminar-styled leadership training classes from a faculty of some of the most accomplished professionals in the state. The curriculum is challenging, and participants are required to attend the orientation, graduation and four of the five independent classes of the program instruction.

Graduates of the LeadershipFPRA program are better equipped to not only function as PR professionals in their respective workplaces, but also strengthen their rightful seat at the boardroom table and to evolve into further leadership roles in FPRA, their communities and the industry in general.

Jingle, Mix and Mingle at the Holiday Social

(Ocala) Join Marion County public relations professionals as they ring in the holidays, mix the wine for the 2018 Mid-Florida Image Awards and mingle with friends.

The festivities will begin as attendees gather at the Corkscrew, one of Ocala’s lovely downtown venues.  The Corkscrew hosts will teach participants about wine making and allow members to mix a signature batch that will be used at the 2018 Mid-Florida Image Awards and Communicator of the Year event. Mark your calendars now for Thurs., April 26, 2018 for that event.

Often, the monthly professional development luncheons do not leave enough time for networking, a valuable source of professional development. The Jingle, Mix and Mingle will give FPRA members and guests an opportunity to catch up on the latest personal and professional projects. Delicious hors d’oeuvres will be served.

Attendees are encouraged to bring diapers to support the Diapers in December Drive for the Early Learning Coalition of Marion County.

Register now!

Ocala Leaders at FPRA Conference

OcalaGIThe public relations professionals in the Ocala/Marion County area were proven to be among the leaders in the state, and received recognition at the Florida Public Relations Association Annual Conference Aug. 6-9, 2017 at The Ritz-Carlton Orlando Grande Lakes.

 

VP of Annual Conference

Ginger Broslat, APR, CPRC of Ginger Broslat Communications and the Heart of Florida Health Center’s Measure Up Marion Program, served as the VP of the Association’s 79th Annual Conference. Broslat worked with FPRA Executive Director Cheray Keyes-Shima, APR, CPRC and her team at Sarasota’s KSC Public Relations and Advertising to coordinate the venue, recruit speakers and sponsors and generate excitement for attendee registrations.

The theme graphics, PR: It’s Personal: Research Relate Respond, were created by Ocala’s John Tripodi of Neptune Advertising. Marc Rice, owner of Digital Fury Productions served as a Diamond Level sponsor and produced the promotional video, credited in part to the record-breaking attendance numbers.

Broslat and Keyes-Shima recruited keynote speakers including Ann Rhoades, architect of the corporate culture of Southwest Airlines and Co-Founder of JetBlue Airways, Mary Lunghi Director of Business Analytics and Market Insight at IKEA US, Scott Stanzel, Director of Corporate Communications at Amazon. Cox Communication Director of Community Outreach Devon Chestnut, APR, CPRC conducted a breakout session on internal communications.

 

Five Ocala Members Graduate From Leadership FPRA

Carole Savage, APR, CPRC, the first director of Leadership Ocala/Marion, served as the VP of Leadership FPRA in its inaugural year. Savage and Broslat, along with United Way of Marion County Executive VP of Resource Development Tina Banner, APR, CPRC, Career Source Citrus Levy Marion Communication Manager Laura Byrnes, APR, CPRC, and Heirs Baxley Funeral Services Community Outreach Manager Barbara Carbaugh comprised five of the 17 members graduating as part of Class Pynn. The first class has been named to honor Roger Pynn, APR, CPRC, who envisioned the program during his year as Association president in 2015-16.

 

VP of Accreditation/Certification

Laura Byrnes, APR, CPRC, Communication Manager of CareerSource Citrus, Levy, Marion, served as the Association’s VP of Accreditation/Certification. Her efforts to encourage and support chapter leaders across the state assisting members with study sessions, resulted in 13 members receiving the APR credential, a mark of distinction for professionals who demonstrate their commitment to the profession and to its ethical practice. Candidates earn accreditation by passing oral and computer-based exams that test their broad knowledge, strategic perspective and sound professional judgment. Byrnes recognized six members obtaining the CPRC credential, an extensive process, which requires candidates to pass written and oral exams that test their ability to present strategic solutions for accomplishing public relations goals, implementing crisis communication plans and solving public relations issues. Candidates must have their APR, which demonstrates a high level of competence and dedication to the field, and at least 10 years of industry experience. These newly credentials members now join fewer than 150 certified members across the state.

 

Joe Curley Rising Leader Class and Leadership FPRA Scholarship Recipient

The Ocala Chapter Board appointed Ocala Health Marketing Communications Manager Lauren Debick as its nominee for the Joe Curley Rising Leader Class of 2017. The Rising Leader Class recognizes the future leadership stream for chapters across the state. Debick was honored to receive the first-ever Joe Curley Leadership FPRA Scholarship to be a part of Leadership FPRA Class II. Debick is also a member of this year’s Leadership Ocala/Marion Class XXXI.

 

President’s Award

FPRA President Terri Behling, APR, CPRC presented FPRA Ocala Chapter President Lauren DeIorio and Treasurer Allison Campbell, APR, CPRC with the President’s Award for Chapter Financial Management.

 

Eight Ocala Professionals to Serve on the FPRA 2017-18 Executive Committee

President………………………………………………………Ryan Gerds, APR, CPRC

VP of Finance………………………………………………………………Lauren DeIorio

VP of Golden Image……………………………………………….. Laura Byrnes, APR, CPRC

VP of Accreditation & Certification…………………………… Ginger Broslat, APR, CPRC

VP of Member Services………………………………………..Devon Chestnut, APR, CPRC

VP of Student Services………………………………………..Allison Campbell, APR, CPRC

VP of Leadership FPRA………………………………………… Carole Savage, APR, CPRC

Florida Public Relations Education Foundation Chair……..Tina Banner, APR, CPRC

 

Three awards won at the Golden Image Awards Gala

Golden Image – Heather James, Ginger Broslat, APR, CPRC and Andy Stracuzzi of Zed+Zed+Eye for Heart of Florida Health Center brochure in Division B, Printed Tools of Public Relations.

Award of Distinction  – Maclyn Walker, MSW, Ginger Broslat, APR, CPRC, Marc Rice of Digital Fury and Jacob Fields of JJ Fields Design for the Heart of Florida’s Measure Up Marion program in Division A Public Relations Programs.

Award of Distinction – Heather Danenhower, APR, CPRC and Marc Rice of Digital Fury for online engagement in Division C Digital Tools of Public Relations for a video produced for Duke Energy.

 

Business Writing Tips

1412784311-10-easy-solutions-business-writing-problems-notebook-2Image Credit pixabay

PR pros are already strong writers, but this blog post has some good reminders to brush up the skills of the best!
http://www.entrepreneur.com/article/238175?newsletter=true