5 Takeaways: Natalie Asorey

Natalie Asorey

In June, we returned to in-person professional development meetings at the College of Central Florida for the first time in more than a year.

Natalie Asorey, lecturer and associate director at the University of Florida’s The Agency, presented “How to connect with Latinx communities in Florida.”

The 5 takeaways from her presentation include:

  1. Language is important, but translation is not enough. To connect on a deeper level, look beyond translation to see what is universally true.
  2. If you are confused about whether to use the term “Hispanic” or “Latino,” you’re not alone. “Hispanic” describes the language whereas “Latino” describes geographic origin, i.e., Latin America. Neither term describes identity or culture – and it’s best to use more specific descriptions, such as Puerto Rican, Mexican, Cuban, etc.
  3. Most Latino adults have never heard the term Latinx.
  4. Immerse yourself in different cultures and unlearn assumptions.
  5. Understand how and why Latinos consume media. Latinos spend more than 30 hours a week on smartphones and more than 12 hours a week listening to radio.

5 takeaways: Myiah Hutchens, Ph.D.

At July’s professional development meeting, Myiah Hutchens, Ph.D., associate professor in the Department of Public Relations at the University of Florida, presented: “How communication functions in democratic processes.”

The 5 takeaways from her presentation include:

  1. Though counterintuitive, research shows Facebook does not appear to be facilitating filter bubbles or making polarization worse. Exposure to incivility does not in and of itself lead to negative outcomes.
  2. Our relationship between two things is never static. Social media amplifies the caricature of opposing views. Using names, identities and avatars of real people reduces this perspective.
  3. Calling out misbehavior, such as name calling, on social media within your own group decreases polarization. Yelling at the other side doesn’t do anything. Instead, ask for the behavior you want and reinforce shared identities, but remember, changing opinions is super rare.
  4. Disagreement can have positive effects. When we access the other side, we are less polarized over time because our views become less extreme. We are more likely to seek out disagreeable views online because it’s safer and (mostly) anonymous.
  5. Face-to-face discussions are still most effective; it’s a lot harder to be a jerk to someone’s face.

5 takeaways: Justin Brennan

Justin Brennan

During April’s presentation, Justin Brennan, former director of impact partnerships at Participant Media and president of Purpose & Vision Consulting, provided insight on how public relations practitioners and marketers can strengthen and redefine partnerships and content strategies to be more inclusive, effective and stabilizing.

Here are 5 takeaways from his presentation “How to market to a multicultural society.”

  1. There’s never going to be one message that works for everyone. We’re supposed to make mistakes, and trial and error is OK.
  2. Switch from marketing “to” to marketing “with” to achieve inclusivity.
  3. Representation matters; make sure your target audience is involved in the creative process.
  4. To effectively address your publics’ concerns, your team should reflect your community.
  5. The new advertising world is not one-size-fits-all. We need separate campaigns and multiple messages to reach diverse audiences.

5 takeaways: Lisa O’Keefe

Lisa Okeefe

Public relations practitioners understand the ways in which we communicate with our audiences have evolved exponentially. Those of us who once relied on traditional vehicles to reach our audiences have had to learn to navigate in the digital marketing sphere over the last decade ­– usually through trial and error. 

Because more children and youth audiences are spending more time online, it’s important to include a digital strategy into a business’s marketing plan. During Lisa O’Keefe’s discussion, she stressed the importance for all marketers to understand how children and youth markets are interacting with the digital platforms from which they are seeking content.

Here are 5 takeaways about digital strategies to implement in marketing from Lisa O’Keefe’s presentation,  “How MTV and Nickelodeon Networks connect brands to millennials, Gen Y and Gen Z.”

  1. Fragmentation:  Children and youth have moved away from linear formats like television and radio, and have migrated to digital platforms such as YouTube. Because this demographic has become so fragmented, it is more challenging for marketers to reach them. 
  2. Programmatic Marketing:  The evolution of programmatic marketing has created new opportunities for marketers. This technology utilizes data sets with supply-side platforms and demand-side platforms. Programmatic advertising offers greater transparency, as compared to traditional advertising. Through programmatic advertising, advertisers can track what sites their advertisements are reaching, the type of customer looking at their ad, and any costs associated with the advertisement. The benefit is that this can be done in real-time and changed to augment the strategy or campaign effectiveness.
  3. Digital Platforms: There are now many new evolving platforms to reach the children and youth market such as podcasts, audio, gaming and social media.
  4. Messaging within Digital Platforms: It’s important for marketers to know the benefits of each digital platform available to the children and youth market and how content is created and consumed by each. Messages and content should be tailored to each platform.
  5. Buying Cycle:  It’s important for all marketers to know where each of their messages is in the buying cycle. For example, when a marketer creates an advertisement for television or radio, it’s in the upper funnel of the buying cycle as brand awareness. Targeted digital ads, such as an email with a coupon would be down the funnel of the buying cycle as consumer activation.


5 takeaways: Heather Danenhower, APR, CPRC

The decision to retire the Crystal River Nuclear Plant in Citrus County in 2013 coupled with poor economic conditions, a merger with a company 500 miles away and negative media headlines led to public distrust and poor satisfaction.

To address this problem, Heather Danenhower, APR, CPRC, designed a strategic stakeholder engagement plan that aligned with a six-year (2013-2019) technical process to close the plant.

The plan won six awards: two local awards, including the Grand All Image Award; three state awards, including the Dick Pope All Florida Golden Image Award; and a national Silver Anvil.

These are the 5 takeaways from Danenhower’s Jan. 15, 2021, presentation “How Duke Energy used research to design an award-winning stakeholder engagement plan.”

  1. Breaking from the pack takes courage. Instead of establishing a community advisory board like others in her industry, Danenhower instead relied on research to identify the top communications channels audiences preferred.
  1. Have a hunch, trust your gut and bring me data. To inform her stakeholder engagement plan, Danenhower reviewed secondary qualitative research compiled by others in the industry, hired a third-party vendor to conduct primary formal research of stakeholders and conducted primary informal research of her own. The research showed top concerns in the community and the best communications tools to address those concerns. 
  1. Community giving is engrained in a culture over time. Despite the plant’s closure, Danenhower leveraged remaining nuclear plant workers to continue community giving and volunteerism programs. Because these workers had deep roots in the community, they took it upon themselves to participate in 59 community events and volunteer 2,300 person-hours in six years. One of their projects even included building a new community center.
  1. Avoid chasing in-vogue tactics. Research showed stakeholders preferred traditional tactics, such as in-person face-to-face events; letters mailed to their house, email communications and web content; and news stories printed in the local newspaper. Digital engagement and social media are trendy but not what Danenhower’s audiences most valued.
  1. Third-party advocates add volume to your voice. Duke Energy maintained a robust community stakeholders list and sent frequent updates about plant happenings to the group. When regulators held a public hearing to gauge the effectiveness of the company’s stakeholder engagement plan, these stakeholders all spoke positively about the company’s communications.

5 Takeways: Cherrietta Prince

The Impact of a Personal Public Relations Story

Cherrietta Prince, local business owner and ambassador for the Ocala/Marion County Chamber & Economic Partnership     


5 Takeways from Cherrietta Prince’s “Twists & Turns in a PR Career”

  • Represent a product or service you believe in, and it will be easy.
  • Identify your markets and audiences. Ask: What do I want, how do I look and how do I want to look?
  • If you don’t have PR skills, you can’t have a successful business.
  • Without PR, no one knows who you are. No one knows you are the best. Engage the right people.
  • Make sure every word you speak is thoughtful.

Area Public Relations and Communications Professionals Win Awards

Ocala, FL. (April 18, 2019) — The Ocala Chapter of the Florida Public Relations Association congratulates several local professionals for excellence in public relations and communications. In all, 17 Image awards were given to various professionals from MarionCounty, Lake County and the Volusia/Flagler area. Additionally, the 2019 Wilton F. Martin Communicators of the Year were named during the PRospecting for Gold event on Wednesday, April 18 at the Ocala Downtown Market.  Listed are the Image winners:

Chris Graham in the Community Relations category- Award of Distinction and Judges’ Award – Hometown Heroes Military Banner Program;

Sherri Owens and Diane Kornegay in the Public Service category – Image Award and Judges’ Award – Safety Tax Referendum: The Choice is Yours;

Tina Banner, APR, CPRC and Karen Donnelly in the Promotional Marketing category- Image Award – Big Hammock Race Series Season 3;

Wesley Wilcox and Starley Ard in the Public Affairs category – Grand All Image Award, Image Award and Judges’ Award – Supervisor of Elections Annual High School Voter Registration;

Elisha Pappacoda, Magdalena Zapata, and Bryan Baquiran in the Printed Tools: Poster and Calendar category – Award of Distinction and Judges’ Award – “Rescue Me” Charity Poster;

Tina Banner APR, CPRC, and the College of Central Florida in Online Audience Engagement category – Grand Image Award, Image Award and Judges’ Award – College of Central Florida Social Media Platforms;

Christy Jergens, APR, and the Florida Department of Health in Marion County in Online Newsletter category – Award of Distinction –Marion Pulse E-Newsletter;

Tina Banner, APR, CPRC and College of Central Florida in the Online Newsletter category – Image Award and Judges’ Award – College of Central Florida’s Insider Employee E-Newsletter.

Elisha Pappacoda, Magdalena Zapata, and Bryan Baquiran in the Video: Public Service category – Award of Distinction– A Spirit of Service Video;

Also recognized on Wednesday evening were the 2019 Wilton F. Martin Communicators of the Year.


Jacob Fields of JJ Fields won the Individual Communicator of the Year while

Heart of Florida Health Center, represented by CEO Jamie Ulmer, won the

Institutional Communicator of the Year.

            The 2019 FPRA Ocala Chapter Pacesetter award was given to Katie Hunnicutt of the City of Ocala.

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 15 professional and 12 student chapters throughout the state, providing professional development, networking and professional recognition opportunities.

The Ocala FPRA Chapter,www.fpraocala.org, was established in 1980.  Members and guests meet the third Friday of each month at 11:30 a.m. at the College of Central Florida.

Local Organizations, Individuals Invited to Submit PR Work in Annual Image Awards

OCALA, Fl. (Feb. 11, 2019) – The Ocala Chapter of the Florida Public Relations Association (FPRA) invites local communications professionals to enter the 2019 Mid-Florida Local Image Awards.

The competition is open to FPRA members, nonmembers and students, and provides an opportunity for skilled PR practitioners to be recognized for outstanding public relations efforts. “The Image Awards program is a standard of public relations excellence, and winners demonstrate the best examples of innovation, planning and design,” said Lauren Debick, APR, the FPRA Ocala Chapter president.

The Mid-Florida Local Image Awards competition promotes the development of public relations professionalism by acknowledging exceptional public relation programs within the community. Entries must meet the highest standard of production, execution and evaluation, and include notable research and planning for a chance to win local awards. The entry fee for FPRA members is $45 per submission and $55 for nonmembers. Student fees are $20 for members and $30 for nonmembers. Some part of the entry must have taken place between January 1, 2018 and March 1, 2019. Entries for consideration must be submitted by 11:59 p.m. on March 3 via the online portal at https://fpraimage.org/ocala-2/.

Complete entry rules are available at http://www.fpraocala.org/professional-development/2019-mid-florida-local-image-awards/.

Entries will fall into four divisions of categories: Printed Tools of Public Relations, Public Relation Programs, Audio/Visual Tools of Public Relations and Student Projects of Public Relations. Examples of entries can include: a company logo or name change, community relations efforts, electronic communications, employee building exercises and much more.

Recipients of this year’s Image Awards will be recognized at the “PRospecting for Gold” celebration on Wednesday, April 17 at 5:30 p.m. at the Ocala Downtown Market. The event will also honor winners of the 2019 Wilton F. Martin Communicator of the Year Awards.

The Ocala Chapter will also hold an “Image Entry Swap” workshop Thursday, Feb. 21 at 8:00 a.m. at Symmetry Coffee and Crepes. This workshop gives participants the chance to let peers look over their work before the March 3 deadline.

FPRA is the nation’s oldest organization for public relations professionals. The Ocala Chapter of FPRA was founded in 1980 and members represent private industry, nonprofit, education and government sectors. The group meets on the third Friday of the month and hosts a variety of professional development, networking and community relations activities throughout the year.

To learn more about the Ocala Chapter of FPRA, visit www.fpraocala.org, or get connected via Facebook https://www.facebook.com/FPRAOcala/ and/or Twitter https://twitter.com/OcalaFPRA.



OCALA FPRA March Professional Development Program – Fall Therapy: Learning to walk with ethical integrity when you are destined to fall along the way

SPEAKER:    Ginger Broslat, APR, CPRC– Communications consultant and VP of accreditation and certification of Florida Public Relations Association

DATE:           Fri., March 23, 2018

TIME:            Networking 11:30 – Program Noon – 1:00 p.m.

LOCATION:   Ewers Century Center Teleconference Room

CF  •  3001 SW College Road   •   Ocala, FL 34474

REGISTER:   http://www.fpraocala.org/event-registration/ 

OCALA, FL – As a six-year-old child diagnosed with a form of muscular dystrophy, Ginger Broslat’s doctor knew she would experience many falls in her life. Fall Therapy is a form of physical therapy he prescribed to empower a little girl to prevent falls and manage falls to prevent injury so she could walk with confidence no matter how unstable her muscles may be. Broslat has carried the physical lessons of Fall Therapy with her as life lessons. Let’s face it. It’s not a matter of if we will make mistakes, experience lapses in judgement or face failures, but when. It’s how we go down and get back up that makes the difference in our walk. Ginger teaches audiences to – Go down gracefully. Rise triumphantly!

About the Speaker:  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 measurable objectives.

Leadership is a key component in Ginger’s professional development. She is a graduate of the Leadership Ocala/Marion County Class XVI and a member of the inaugural class of Leadership FPRA. She currently serves on the United Way of Marion County Board of Directors as vice-chair of public relations and marketing and is serving her third year on the Florida Public Relations Association executive committee as VP of accreditation and certification.

Ginger earned a Master’s Degree in Strategic Public Relations through George Washington University. She 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.

Ginger uses her physical weakness with muscular dystrophy as a strength to inspire and encourage others through motivational speaking. Spiritual lessons from those experiences were published in her devotional book, Fall Therapy in 2004. She has modified the content to deliver training on ethical behavior in a corporate setting.

Ginger and her husband Bill’s Ocala, FL  home is under the management of Sophie, the seven-pound Maltese dog who calls a majority of the shots. They have two adult children, Adam and Brooke, both of whom live in Nashville, TN. Adam is a systems engineer with Vanderbilt University Medical Center and Brooke is the office manager and CEO’s right hand for Grab the Gold, a natural foods protein bar manufacturer in Nashville.

Please RSVP to Christy Jergens at [email protected]ov;
payment can be made by visiting http://www.fpraocala.org/event-registration/

RSVPs must be made by 2 p.m. the Tuesday prior to the luncheon and cannot be guaranteed without payment. Cost is $20 for members and $25 for guests and for members who pay at the door, or pay online at the ticket URL listed.

The monthly meetings begin with networking from 11:45 a.m. – Noon with lunch and presentations from Noon – 1 p.m.

Professional attire preferred

‘Conducting Communications Excellence’ set to take center stage Celebrates Mid-Florida Image and Wilton F. Martin Communicator of the Year awards

OCALA. Fla.– The Ocala Chapter of the Florida Public Relations Associations will celebrate outstanding public relations during Conducting Communications Excellence on Tuesday, April 19, at the Reilly Arts Center in Ocala.

Both the chapter’s Mid-Florida Image awards and the annual Wilton F. Martin Communicator of the Year awards will be presented during the evening.

FPRA’s local Image Awards and state Golden Image competition have become the standard of public relations excellence throughout Florida.

Now in its 12th year, the Communicator of the Year recognition was renamed in 2011 in honor of Wilton F. Martin, an Ocala native and former publicity director of Silver Springs who was instrumental in creation of the state Association.

FPRA, founded in 1938, is the oldest professional association of public relations practitioners in the nation.

FPRA/Ocala Chapter President Barbra Hernández, APR, notes that this year the chapter received 12 nominations for Individual and Institutional Communicator of the Year recognition.

“Twelve nominees for our 12th, you couldn’t orchestrate that better if you tried,” Hernández said.

This year’s nominees for Individual Communicator of the Year are Kevin Christian, APR, CPRC; Dr. Manal Fakhoury; Beth McCall; Marc Rice; Dave Schlenker; and Maclyn Walker. Institutional nominees are the City of Ocala; Coates Golf; Digital Fury Productions; the Public Education Foundation of Marion County; Measure Up Marion; and the Silver Springs International Film Festival. For information on these nominees, visit: http://www.fpraocala.org/COTY-Nominees-2016/.

“I think we struck just the right note with this year’s nominees,” Hernández said. “These individuals and organizations are well respected for their efforts to improve the quality of life in our community. Each is truly remarkable and a winner in their own right.”

In addition to the Wilton F. Martin Communicator of the Year awards, the FPRA Ocala Chapter will hold its Mid-Florida Image Awards honoring the very best in public relations innovation, planning and design. Contestants often go on to compete in the state Golden Image Awards which will be held during the Association’s 78th annual conference in August.

The awards gala begins at 5:30 p.m. and includes appetizers, cash bar and catered dinner. Guest tickets are available for $45 and reservations may be made by visiting www.fpraocala.org/Image/ or calling 352-671-4161.

Conducting Communications Excellence is sponsored by Cox Communications, NetSource Technologies, Webster University, JJ Fields, Gourmet Today, Floral Architecture, Ocala Style magazine and the Reilly Arts Center.

Tickets to attend the gala may be purchased online. For more information, contact FPRA Ocala’s Image/Communicator Awards Chair Laura Byrnes, APR, CPRC, at 352-816-1264.