conference schedule

THURSDAY, JULY 12

1-5 p.m.

SUNSHINE DISTRICT BOARD MEETING

Location: Loggerhead Boardroom

Sponsored by GL Homes

5:30 p.m. – 7:30 p.m.

OPENING RECEPTION

Location: Mangrove Deck

Description: Enjoy cocktails and appetizers with colleagues from around the state, including your 2018 Sunshine District Board of Directors.


Sponsored by Business Wire

 

friDAY, JULY 13

7:30 a.m. – 8:50 a.m.

HOT BREAKFAST AND OPENING KEYNOTE


Program: Changing the Current: Effectively communicating your message to weather any storm

Speaker: William Orlove, Florida Power & Light Company

Location: Preserve Ballroom

Description: Florida Power & Light Company is the nation’s third-largest utility, serving nearly 5 million customer accounts and providing power to an estimated 10 million people throughout Florida. The company was recognized in 2017 as one of the most trusted U.S. electric utilities by Market Strategies International for the fourth consecutive year. It’s typical residential customer bill is approximately 30 percent lower than the national average. Discover how this powerhouse creates and uses its platforms to effectively communicate messages to customers, media and stakeholders. This keynote presentation will also include proactive, reactive and crisis communications strategies used before, during, and after Hurricane Irma.

Sponsored by FPL

9 a.m. – 9:50 a.m.

BREAKOUT SESSIONS


Program: Why email is becoming extinct and what tools you should be using instead

Speaker: Natan Edelsburg, Muck Rack

Location: Dunes A

Description: Everyone complains about their inbox is out of control and that each year it becomes more and more unbearable. At the same time technology is improving and it is easier than ever before to share messages with large groups, even with an emoji. Learn why email is going extinct and which technologies you should be investing in. Tools that will be discussed include Slack, Zoom, Trello and more.



Program: Working with influencers to effectively reach your audience

Panelists: TBD

Location: Ibis

Description: Influencer marketing has become a leading strategy to help top brands reach their consumers. Join this panel of three renowned influencers, and learn first-hand how to effectively engage your target audiences. In this session, we’ll also discuss how to choose influencers, measure success, and strategies used to integrate influencers with your traditional campaigns.



Program: The Art of Persuasion: How to convince your target audiences with captivating messages

Speaker: Wes Jamison, PhD, Palm Beach Atlantic University

Location: Beacon

Description: We're all looking for messages that convince and persuade our target audiences, so there must be some way to tell what works and what doesn't. Get insights, exclusive tips and take-aways for communicators who need a persuasive message that tells the truth, and tells it well.

9:50 a.m. – 10:10 a.m.

SUNSHINE BREAK & VENDOR DISPLAY

Location: Vendor Exhibit Area

Description: Relax your mind and meet businesses with tips to help you in your profession.

10:10 a.m. - 11 a.m.

BREAKOUT SESSIONS

Program: Measuring Success in a Digital World

Speaker: Andy Kutcher, DEVENEY

Location: Dunes A

Description: Measurement and analysis seems to become more important every day and there are a variety of tools out there, but how do you pick the right ones? This presentation is a review of digital tools used for online measurement, including traditional PR monitoring tools (i.e. Cision); social media reporting tools (i.e. Sprout Social/Hootsuite); Digital monitoring tools (i.e. Nuvi/Digimind); Website tools (i.e. Google Analytics & SimilarWeb)



Program: It's a Zoo in here! Insights from Zoo Communicators on managing life, death and hearts-and-minds

Panelists: Jennifer Berthiaume, Lion Country Safari African Adventure; Naki Carter, Palm Beach Zoo & Conservation Society; Hannah L. Deadman-Arnst, Loggerhead Marinelife Center; Karen Galanaugh, APR, Brandywine Zoo & Delaware Zoological Society

Location: Beacon

Description: Public attitudes about animal collections are evolving. Zoos must continue to find ways to connect with the public and build support for their missions.  Communicators will talk about the challenges and opportunities in this field; review the skillset needed for the job; review industry knowledge for communicating about animals; discuss crisis and reputation management scenarios; and share off-the-wall “I work in a zoo!” stories.



Program: Fresh Out the GATE! (Grassroots Advocacy Training & Engagement)

Speaker: Kimberley Thompson, AxiomPR

Location: Ibis

Description: With 8 seconds or 140 characters to engage community supporters, grassroots advocacy has never been more important. Learn how to amplify the power of social media, Apps, online petitions, virtual meetings, and more to advance your cause and take charge of the narrative "fresh out of the G.A.T.E." (Grassroot Advocacy Training & Engagement.)

11:10 a.m. - 12 p.m.

BREAKOUT SESSIONS


Program: Protecting Your Brand: How to manage fake news in the real world

Speaker: John Deveney, APR, Fellow PRSA, DEVENEY

Location: Dunes A

Description: Uncover the approach brands must take to keep viral storms from escalating in the face of fake news, featuring concrete examples from national and local brands. In this session, you’ll discover how brands are fighting back by staying vigilant about their online presence and how to help your brand maintain its status in the "fake news" era.



Program: How Broward Health managed its reputation in the aftermath of the Parkland shooting

Speaker: Jennifer Smith, APR, Broward Health

Location: Ibis

Description: The horrific shooting at Marjorie Stoneman Douglas High School underscored the new reality in society and public relations: it’s not if a mass casualty event will happen, it's when. Hear how the shooting precipitated a series of unusual crises for Broward Health, which received the Parkland victims, and learn how Broward Health's communications team dealt with not only the media onslaught covering the shooting, but also reputation and digital crises that were generated by outside factors stemming from the event.

12:10 p.m. - 1:50 p.m.

LUNCHEON KEYNOTE & RADIANCE AWARDS


Program: Convergence in the PR Industry: How It’s Revolutionizing our Work

Speaker: Anthony D’ Angelo, APR, Fellow PRSA, 2018 PRSA Chair

Location: Preserve Ballroom

Description: A sweeping, accelerating trend in the public relations industry is convergence of all sorts. As digital and social technologies reinvent the way we do our jobs, they’re forcing the convergence of media, of relationships, and of job responsibilities and expectations. In this session, we’ll discuss convergence along five critical axes that public relations professionals must attend to if they’re to stay relevant and effective. Hear and discuss the implications for our industry, for our jobs and for PRSA.

The 2018 Radiance Awards recipients will also be announced at the luncheon, and new APRs will be pinned.

Sponsored by AAA

2 p.m. – 2:50 p.m.

BREAKOUT SESSIONS


Program: Rock Star PR Techniques for Legendary Performances

Speaker: Shauna Wilson, Rock & Roll Hall of Fame

Location: Ibis

Description: Get an inside look at some of the Rock & Roll Hall of Fame's rock star PR techniques that have contributed to three-year double-digit attendance growth and sold-out events at the Museum. You'll walk away from this presentation ready to evolve and find new ways to express your brand and connect with fans. Just like rock music itself, these PR lessons are universal and enduring.



Program: How to effectively persuade corporate decision-makers

Speaker: John Deveney, APR, Fellow PRSA, DEVENEY

Location: Dunes A

Description: How can we persuade titans of industry? In this session, we will explore the potential currencies (elements of relative importance) in communication with corporate decision makers that influence their choices. Identify the factors in the process for business decision making and pinpointed messaging elements to streamline communication, allowing you and your organization to more persuasively communicate with corporate executives for company cause-related marketing efforts. This session offers insights in identifying and communicating with potential corporate leaders, effective messaging evidence and message framing.



Program: Strategies to Effectively Communicate with Gen Z

Panelists: Jeremy Katzman, M.B.A., APR, and Brandon L. Hensler, M.S., APR, Nova Southeastern University; Jacqui Hartnett, Starmark International

Location: Beacon

Description: A new passionate generation has risen. Are you ready to communicate with Gen Z? Join this insightful panel and learn how you and your brand can relate to the values of Gen Z, combined with case studies from organizations in the higher education, health care, travel, and tourism industries that have begun to crack the code.

2:50 p.m. - 3:10 p.m.

SUNSHINE BREAK & VENDOR DISPLAY

Location: Vendor Exhibit Area

Description: Relax your mind and meet businesses with tips to help you in your profession.

3:10 p.m. - 4 p.m.

BREAKOUT SESSIONS


Program:How to Hang Your Own Shingle: A Starter Toolkit

Panelists: Kristine Gobbo, Spectrum Public Relations; Carla Brown Lucas, Brown Lucas Consulting; Clayton Gordon, Esq.; Alex Ralicki, MSA, Ralicki Wealth Management & Trust Services

Location: Beacon

Description: Thinking about opening your own practice, but just don't know where to start? Join two agency owners, an accountant, and an attorney (It sounds like the start of a bad joke, but we promise it's not!) for an overview of what you should think about when contemplating making yourself your boss.



Program: Blue-Green Algae: Crisis Averted

Speaker: Ashley Svarney, Discover The Palm Beaches

Location: Ibis

Description: When millions of gallons of Okeechobee Lake water were released in our waterways, extensive blue-green algae blooms began forming throughout Florida and misinformation was rampant. Join Discover The Palm Beaches as they share how they led a county-wide crisis communications effort to correct the misinformation being depicted in media coverage to prevent visitors from canceling their travels to the destination.

4 p.m. – 5:30 p.m.

SECTIONS SOCIALS

Are you a member of a section or interested in learning more about them? Stop by the Wyndham Grand hotel bar for prime networking with independent practitioners and other professionals in tourism, government and other industries.

7 p.m. – 10 p.m.

HARBOURSIDE PROGRESSIVE DINNER

Get a taste of Harbourside’s delicious dining as we stop by local restaurants and grab bites and cocktails. The group will meet at the Tommy Bahama bar connected to the Wyndham Grand at 7 p.m. sharp to begin our tour.



saturday, JULY 14

8:30 a.m. – 9:50 a.m.

HOT BREAKFAST AND OPENING KEYNOTE


Program: Crisis & Issues Management:  Handling an Unexpected Man-Made Crisis

Speaker: Jacqueline Peterson, Las Vegas Convention and Visitors Authority

Location: Preserve Ballroom

Description: Get insights from the frontline on how the LVCVA sprang into action to address the shooting at the Route 91 music festival that left 58 people dead. Learn about their communications strategy in the first 24 hours, how they dealt with hundreds of media and inquiries in a timely manner, and how the destination came up with its recovery strategy to reassure travelers that Las Vegas is a safe destination.

Sponsored by FPL

10 a.m. - 10:50 a.m.

BREAKOUT SESSIONS


Program: Today's Media Landscape + The Battle for Trust

Speaker: Lori Kifer Johnson and Josh Greenberg, Edelman

Location: Dunes A

Description: Learn how Edelman’s trust barometer Hear on the complex and evolving media landscape and the battle for trust in today's PR world. Dive into the data and insights through the lens of both traditional media relations as well as digital media, social media, and the evolving algorithms that come with them.
This presentation will look into insights from the Edelman Trust Barometer, look at the effects of waning trust in media, and offer both proactive and reactive strategies for today's PR professionals to manage this paradigm shift.



Program: Passports and Press Releases: 6 Things I Learned Doing Travel Marketing

Speaker: David Zapata and Jenn Lake, Zapwater Communications

Location: Beacon

Description: What does a travel PR expert do when their client is arrested for high treason and attempts an assassination? Find out in this exciting session highlighting six key lessons learned from travel PR experts who have journeyed across the globe. Travel with us as we showcase real-life case studies and metrics developed that have help Zapwater go from having zero international clients in 2015 to more than a dozen today in places like Serbia, Finland and the Maldives.

10:50 a.m. - 11:10 a.m.

SUNSHINE BREAK & VENDOR DISPLAY


Location: Vendor Exhibit Area

Description: Relax your mind and meet businesses with tips to help you in your profession.


Sponsored by AAA

11:10 a.m. – 12 p.m.

CLOSING KEYNOTE


Program: Don’t pitch the media, be the media.

Speaker: Miri Rodriguez, Microsoft

Location: Preserve Ballroom

Description: In this dynamic session, Microsoft’s Miri Rodriguez will deliver key techniques that will help you write compelling copy to successfully win web traffic. Miri will share both B2B and B2C brand perspective and how to write winning pitches; put storytelling concepts ahead of internal marketing dictates, clichés and jargon; and decide which messaging to deploy via email and on social channels, and how to best suit it to each platform.