Agenda
- Summit Registration Desk Open • Panzacola Desk
- Panzacola Registration Desk, FPRA Store & Exhibits Open
- Panzacola Registration Desk, FPRA Store & Exhibits Open
- Panzacola Registration Desk, FPRA Store & Exhibits Open
- LeadershipFPRA Class IX Graduation and Alumni Reunion
Celebrating 10 Years of Leadership
Saturday, August 2 | 5:30 - 7 p.m. | The Conway Room, 1st Floor Convention Center, Rosen Shingle Creek Orlando
This event is complimentary for LeadershipFPRA Class IX members. Tickets are available for guests and alumni. Event includes champagne & hors d'oevores.
- Golf Scramble Tournament • Shingle Creek Golf Club
Scramble-style golf tournament for up to five foursomes with consecutive tee times beginning at 8 a.m. Includes green and cart fees, GPS yardage systems benefits, complimentary range balls and complimentary valet parking at Golf Club. TaylorMade rental clubs are availalbe at an additional cost. Please note that the date is within the two-week recovery window of aerification maintenance. Tickets are available as an add-on to Summit registration or for guests of Summit attendees.
- The President's Welcome Reception • Conway Room
Welcome to the PR & Comms Summit -- FPRA's 86th Annual Conference and the premier conference for PR and communications professionals. Join your colleagues as FPRA State President Julie Frey, APR, CPRC, launches the conference with an evening of food, drinks and networking.
- Coffee & Networking • Panzacola F-3
Start your day with a cup of coffee or tea, meet your colleagues and friends in the PR and communications field and visit with our sponsors and exhibitors.
- Welcome & Annual Meeting • Panzacola F-1, F-2 & G-1
Come together as VP of Annual Conference Elise Ramer, MBA, APR, CPRC, opens the 2025 PR & Comms Summit! During this year's FPRA Annual Business Meeting led by State President Julie Frey, APR, CPRC, the membership will vote on the presented slate of officers for the 2025-2026 year.
- APR & CPRC Recognition • Panzacola F-1, F-2 & G-1
The FPRA Annual Business Meeting will close with the recognition of newly Accredited and Certified members led by VP of Credentialing Kevin Christian, APR, CPRC.
- Opening Session • Dillin Keynote • An Epic Journey: The Relentless Pursuit to Evolve Consumer Mindsets, Themed Entertainment & Public Relations • Panzacola F-1, F-2 & G-1
Jeff Polk•Alyson Sologaistoa, APR, CPRCIt’s been 25 years since a major theme park has opened in the tourism capital of the world – and Universal Destinations & Experiences was behind that one, too. During this session, Universal Orlando Resort executives will share a look behind the scenes at the incredible journey that has evolved not only their destination but the themed entertainment industry overall. Jeff Polk, Executive Vice President and General Manager of Universal Epic Universe, will take you inside the development of the most technologically advanced theme park ever designed and brought to life. And Alyson Sologaistoa, APR, CPRC, will take you inside the global PR Campaign behind the park’s wildly successful launch!
Jeff Polk
EVP & General Manager, Epic Universe at Universal Orlando Resort
Alyson Sologaistoa, APR, CPRC
VP, Public Relations at Universal Orlando Resort
- President's Luncheon • Panzacola F-1, F-2 & G-1
Join us for a special luncheon in true FPRA tradition as we honor outstanding individuals and chapters. Led by Association President Julie Frey, APR, CPRC, this special luncheon includes the following presentations: recipients of the Dr. Bob Davis, APR, CPRC, and Dr. Jay Rayburn, APR, CPRC, Student Scholarships; the graduating and incoming classes of LeadershipFPRA; and the Joe Curley Rising Leader Class and Rising Leader Award. We also will bestow the coveted Chapter President of the Year and Chapter of the Year awards and enjoy a traditional presentation of the Dillin Dessert. The Dillin Dessert is sponsored by Publix Super Markets. The Jay Rayburn, APR, CPRC, Student Scholarship is endowed by Joe Curley, APR, CPRC.
- Transportation to Universal Helios Grand Hotel • Transportation Lobby
Bus transportation to Universal Helios Grand Hotel for Cocktail Reception and Universal Epic Park Hours. A separate Cocktail Reception & Park Hours ticket is required for this event.
- Cocktail Reception at Universal Helios Grand Hotel
Join FPRA for a special event at the brand new Universal Helios Grand Hotel overlooking Universal's new EPIC UNIVERSE theme park. A separate ticket is required for this event and includes the cocktail reception and entrance to the park from 7 p.m. to close.
- EPIC UNIVERSE Theme Park Admission
Following the cocktail reception, you’ll get elite access to EPIC Universe until the park closes. A limited number of tickets are available and will sell out, so purchase your tickets early for this EPIC addition to the PR & Comms Summit!
- Return Transporation to Rosen Shingle Creek
- Continental Breakfast • Panzacola F-3
Enjoy a light breakfast as you network with fellow PR and comms professionals, visit with our sponsors and see the exhibits.
- General Session II • The Power of Story: Turn Expertise into Influence • Panzacola F-1, F-2 & G-1
Lisa GerberIn a time of so much connectivity, there is surprisingly little true connection. Fortunately, in a world of diverse perspectives and populations, stories have the power to bring people together. Stories are the currency of conversations that connect, and in today’s economy, storytelling has become a vital skill for any modern-day leader. Relationships inform business decisions, yet most leaders focus on results over relationships. In fact, they aren’t mutually exclusive; one drives the other. When people share their stories into the world, everything gets better, from team engagement to customer experiences to revenue. This session will set the groundwork for conversations that get people to care. And when we care, we take action. Learn lessons from the most iconic storytellers who are changing the world for the better, one story at a time.
You’ll learn:
• How stories fuel connection and influence
• The three qualities of powerful stories: Real, Relatable and Riveting – and who’s getting it right (and who’s getting it wrong)
• How stories divide us but more importantly, bring us together
Lisa Gerber
Communications and Storytelling Strategist at Big Leap Creative
- General Session III • Behind the Curtain: Mastering the Art of Storytelling in Crisis and Creativity • Panzacola F-1, F-2 & G-1
Scott Edwards•Jean GuerinJoin two seasoned FOX Entertainment executives as they pull back the curtain on how compelling storytelling transforms both crisis management and creative marketing into powerful instruments of influence. With an insider's perspective honed through high-stakes, real-world scenarios — including Hollywood's most daunting PR challenges — they'll share invaluable insights earned through trial, error and authenticity. Discover how storytelling bridges PR, marketing, social media and advertising to cultivate genuine brand identity and unshakeable trust. Plus, explore how mindful marketing and ethical AI integration can amplify your strategic impact without compromising integrity.
You'll learn:
• Proven strategies for navigating complex PR and communications crises
• Techniques to unify storytelling across multiple channels, building lasting brand loyalty
• Creative development best practices that foster trust internally and externally
Scott Edwards
EVP, Head of Creative Advertising at FOX Entertainment
Jean Guerin
EVP, Head of Publicity, Corporate Communications & Talent Relations at FOX Entertainment
- Boxed Lunch • Panzacola F-3
Grab your boxed lunch, enjoy the exhibits and get ready for our upcoming Fireside Chat.
- General Session IV • Fireside Chat • Red Carpet Resilience: A Conversation with Pamela Greenwalt • Panzacola F-1, F-2 & G-1
Join Pamela Greenwalt, Chief Communications and Marketing Officer of SAG-AFTRA, in an engaging fireside chat as she shares candid insights into her dynamic career journey and the art and strategy of crisis communication. From navigating significant events — including the historic 2023 American actors' union SAG-AFTRA strike that achieved groundbreaking gains and essential AI protections — to her personal pathway and pivotal career moments, Greenwalt will explore effective strategies for preserving organizational reputation, stakeholder engagement and leadership resilience. This intimate conversation promises invaluable lessons, actionable guidance and inspiration for communication professionals navigating their own high-stakes challenges.
Pamela Greenwalt
Chief Communications and Marketing Officer at SAG-AFTRA
- Chocolate Break & Book Signings • Panzacola F-3
It's another chance to enjoy chocolate with FPRA! Have a cup of coffee and a sweet treat, purchase a book from one of our esteemed speakers, visit with our sponsors, and shop the FPRA store during this afternoon break.
- Reception of the Presidents • Panzacola Foyer
Enjoy a glass of champagne and have your chapter photos taken before the 68th Golden Image Awards and Pinnacle Awards Gala. Chapter photos will be taken beginning at 6:30 p.m., and a champagne toast will take place at 7:20 p.m.
- Golden Image and Pinnacle Awards Gala • Panzacola F-1, F-2 & G-1
FPRA's 68th Golden Image Awards and Pinnacle Awards Gala will be an evening of sparkle and elegance as we recognize PR and communications professionals for exceptional work and results. Founded by FPRA in 1957, the Golden Image Awards have been a standard of excellence recognizing outstanding PR programs for nearly seven decades! Founded in 2024, the Pinnacle Awards recognize individuals and teams for outstanding work and contributions to the profession. FPRA's highest awards, Member of the Year, the Doris Fleischman Award, and the John W. Dillin Award will also be awarded on this special night. Celebrate the best of the best with FPRA!
- Breakfast Buffet • Panzacola F-3
Come enjoy a full hot breakfast before we kick off the closing session of the 2025 PR & Comms Summit.
- Closing Session | General Session V • Influencers Breakfast Unpeeled: How Duolingo & Savannah Bananas Crush Social • Panzacola F-1, F-2 & G-1
Monica Earle•Kara HeaterWake up to a fresh serving of social media genius at this year's Influencers Breakfast Unpeeled! Join Elise Ramer, APR, CPRC, as she moderates a lively conversation with two marketing masterminds: Duolingo's director of PR and Savannah Bananas' head of marketing. Discover the secret ingredients behind their playful and powerful social strategies that have captivated audiences worldwide, driving unmatched engagement, attendance and brand loyalty. From turning mascots into social media stars to redefining fan interactions, learn firsthand how these brands keep content fresh, fun and irresistibly shareable.
You'll learn:
• Insider insights on creating wildly successful social campaigns
• Techniques to amplify your brand voice with authenticity and humor
• Practical tips for building an engaged community that can't get enough of your content
Monica Earle
Director of Public Relations at Duolingo
Kara Heater
VP of Marketing at Savannah Bananas
- Closing and Drawing for the Adrienne Moore, APR, CPRC, Scholarship • Panzacola F-1, F-2 & G-1
We'll close the 2025 PR & Comms Summit, FPRA's 86th annual conference, with the awarding of the Adrienne Moore, APR, CPRC, Conference Scholarship. Attendees must be present to win this fully paid registration for the 2026 PR & Comms Summit!
- LeadershipFPRA Orientation for Class X • Wekiwa 1
LeadershipFPRA Class X members will meet for an interactive and engaging orientation that will lay the foundation for the program.
- Outgoing Executive Committee Meeting • Lake Toho Room (Ground Floor near Fitness Center)
This meeting is for the outgoing 2024-2025 FPRA State Executive Committee members.
- Incoming Executive Committee Meeting • Lake Toho Room (Ground Floor near Fitness Center)
This meeting is for the incoming 2025-2026 FPRA State Executive Committee members.
- State Board Gathering • Conway Room
The outgoing 2024-2025 State Board will meet for a toast to celebrate the year.
- Past Presidents' Council & Breakfast Meeting • Lake Toho Room (Ground Floor near Fitness Center)
All past presidents in attendance are invited to enjoy breakfast and discuss matters related to the Association.
- Student Field Trip • Going Beyond the Stages: Recognizing 10 Years of Impact at Dr. Phillips Center • Meet at the Dr. Phillips Center
*This field trip is free for FPRA Student Members, but registration is required. Please click Register on the PR & Comms Summit page and select the Student Field Trip ticket. Summit registration is not included with this ticket.
FPRA Student Members are invited to an exclusive FPRA Student Field Trip to the Dr. Phillips Center for the Performing Arts, as it celebrates 10 years of inspiring audiences and shaping the cultural landscape in downtown Orlando.
Students will engage with the art center’s public relations, marketing and strategic partnership teams in an insightful panel discussion, gaining a behind-the-scenes look at how storytelling, branding and community engagement bring the arts to life.
After the panel, students will embark on a guided tour of the center, exploring the theaters and spaces where creativity thrives and world-class performances come to life. Don’t miss this opportunity to connect, learn and experience the magic of one of the country’s premier performing arts institutions!
Panelists:
1. Despina McLaughlin, APR – Director of Communications and Public Relations
2. Stavo Marrero – Director of Strategic Partnerships
3. Sabrina DaPonte – Director of Advertising
The FPRA Student Field trip is sponsored by the Dr. Phillips Center for the Performing Arts.
Notes:
• Box lunch will be provided.
• 30 students only. Exclusive access to FPRA Student Members.
- The Value of Earning Accreditation • Wekiwa 3
Kevin Christian, APR, CPRCEarning your Accreditation in Public Relations (APR) is a mark of disctinction for those who demonstrate a commitment to the profession and ethical practice of public relations. Find out how you can join the nearly 5,000 PR professionals worldwide who have earned this credential.
Kevin Christian, APR, CPRC
Director of Public Relations at Marion County Public Schools
- The Value of Earning Certification • Wekiwa 3
Kevin Christian, APR, CPRCHave you earned your APR? Do you have at least 10 years of experience in public relations? Take your distinction further by becoming a Certified Public Relations Counselor (CPRC). This informative session will help you understand how to prepare for the CPRC exam.
Kevin Christian, APR, CPRC
Director of Public Relations at Marion County Public Schools
- Breakout 1A • Chaos Theory: Mastering Ethical Leadership in PR’s AI Age • Wekiwa 5
Mark McClennan, APR, Fellow PRSAThe rapid rise of AI, compounded by rampant misinformation and growing societal divisions, places PR professionals at the center of uniquely challenging ethical crossroads. Join Mark W. McClennan, APR, Fellow PRSA, a premier voice on AI ethics in communications, as he tackles the toughest ethical dilemmas facing today's PR leaders. This critical session addresses the nuanced decisions you must make in real-time, balancing brand integrity, public expectations and technology-driven risks. Equip yourself with advanced strategies to ethically lead your organization through uncertainty, ensuring your reputation thrives in an increasingly complex world.
You'll learn:
• How PR leaders can navigate AI's ethical grey areas with confidence
• Practical frameworks for making tough, real-time decisions under public scrutiny
• Advanced preparation for emerging AI-related challenges uniquely impacting PR roles
Mark McClennan, APR, Fellow PRSA
General Manger at C+C Boston
- Breakout 2A • Ethically Engineered: Navigating AI in PR & Communications • Wekiwa 5
Alex MahadevanJoin Alex Mahadevan, Director of MediaWise and faculty member at The Poynter Institute, in a timely exploration of generative AI's transformative impact on communications ethics. This engaging breakout session tackles critical issues at the intersection of innovation and integrity, equipping PR professionals to harness AI responsibly. Participants will delve into core ethical principles — transparency, accountability, accuracy — and explore practical approaches for integrating them into AI-powered communication strategies. From forming inclusive AI oversight committees and conducting rigorous bias audits to managing risks such as misinformation and trust erosion, you'll gain actionable insights to confidently leverage AI while upholding organizational ethics.
You’ll learn how to:
• Navigate the ethical complexities of generative AI by embedding transparency, accuracy and accountability into your PR strategies
• Recognize and mitigate risks related to misinformation, biases and privacy through proactive ethical policies
• Implement practical ethical AI frameworks, including diverse oversight committees, bias audits and fostering AI literacy to maintain trust and effectiveness in your communications
Alex Mahadevan
Director of MediaWise | Faculty at The Poynter Institute
- Breakout 3A • AI-Proof Your Brand: 10 High-Impact Steps to Reputation Resilience • Wekiwa 5
Josh GreenYour brand’s reputation faces unprecedented challenges — and opportunities — in the AI era. Join Josh Green, CEO of The Mather Group, for an engaging and practical deep dive into how artificial intelligence is revolutionizing Online Reputation Management (ORM). Discover cutting-edge strategies to proactively safeguard your brand, swiftly navigate crises and consistently build trust online. This session goes beyond the basics, providing you with 10 actionable, high-impact steps you can implement immediately, plus three advanced AI-powered techniques to stay ahead of potential PR disasters.
You’ll learn:
• How AI is reshaping the future of brand reputation and public relations
• Ten critical actions PR and comms professionals must take to proactively develop, monitor and protect your brand online
• Three powerful AI-driven strategies to quickly mitigate and recover from reputation crises
Josh Green
CEO of The Mather Group, LLC
- Breakout 4A • Leveraging Earned Media Amidst a Media Sh*tStorm • Wekiwa 5
Annie ScrantonAs traditional media outlets shut down and TV newsrooms face massive layoffs, the media landscape is shifting faster than ever. In this session, we’ll explore how these changes impact earned media strategies and what brands must do to adapt. With fewer journalists and shrinking newsrooms, getting coverage is harder — but also more valuable. We’ll discuss how to break through the noise, leverage alternative media channels and build relationships with the journalists who remain. Learn how to navigate this evolving landscape, turn media turbulence into opportunity and ensure your message gets heard even as the news industry reinvents itself.
You’ll learn to:
• Understand the Shifting Media Landscape – Gain insights into the rapid decline of traditional media outlets, the impact of newsroom layoffs and how these changes are reshaping the way news is produced and consumed
• Develop Effective Earned Media Strategies – Learn how to secure coverage in a shrinking news environment by crafting compelling pitches, identifying emerging media opportunities and leveraging alternative platforms like podcasts, newsletters and independent journalism.
• Navigate Media Crises in an Evolving News Cycle – Discover best practices for managing brand reputation, responding to public scrutiny and maintaining control of your narrative in an era of fragmented, fast-moving news cycles
Annie Scranton
Founder + CEO of Pace Public Relations
- Breakout 1B • Fan Power Unleashed: Turning Audience Obsession into PR Gold • Wekiwa 4
Adrienne AlexanderFandom isn't just about passion — it's about power. Join Adrienne Alexander, Owner of IPY Agency Public Relations, as she dives deep into the world of fandom, revealing how today's most influential entertainment brands tap into audience devotion to fuel PR success. From the electrifying energy of Marvel premieres and the fierce loyalty of Swifties to the intense communities around gaming franchises, discover how strategic storytelling can transform fan enthusiasm into unbeatable brand momentum. Learn actionable insights for cultivating organic fan advocacy, creating viral cultural moments and expertly managing the complex landscape of passionate, vocal audiences.
You'll learn:
• The powerful psychology behind why fans become deeply invested in entertainment brands
• Proven methods for activating fans into genuine brand ambassadors without losing authenticity
• Essential skills for navigating fan-driven controversies and social media storms with confidence and credibility
Adrienne Alexander
Owner at IPY Agency Public Relations
- Breakout 2B • Beyond the Logo: The Real Art & Strategy of Rebranding • Wekiwa 4
Reilly NewmanDiscover the deeper power and strategic purpose of rebranding in this enlightening session with Reilly Newman, esteemed Brand Strategist at Motif Brands. Move beyond the misconception that rebranding is merely about refreshing logos or color palettes. Instead, uncover how genuine rebranding reshapes organizational reputation, manages perception and creates a deliberate, strategic pivot across all visual and experiential touchpoints. Learn to redefine and effectively communicate the transformative potential of rebranding, positioning yourself as a strategic partner in guiding clients toward authentic organizational renewal.
You’ll learn:
• The authentic definition and strategic importance of a true rebrand
• How rebranding directly impacts reputation and organizational perception
• Psychological insights behind successful rebranding strategies
Special Note: Stay after the session for an exclusive book signing with Reilly Newman, author of "Brandy: The Art of Rebranding."
Reilly Newman
Brand Strategist at Motif Brands
- Breakout Session 3B • Down the Rabbit Hole with Meow Wolf: Crafting Unforgettable Immersive Experiences • Wekiwa 4
Joanna GarnerImagine stepping into a vibrant, surreal universe filled with art, storytelling and interactive magic — that’s Meow Wolf. Join consultant, creative director and immersive experience designer Joanna Garner, formerly of Meow Wolf, as she unlocks the creative secrets behind the immersive experiences captivating audiences worldwide. This session moves beyond buzzwords, diving deeply into how Meow Wolf and similar groundbreaking experiences leverage immersive design to forge powerful emotional connections, inspire fandom and redefine customer engagement. Gain exclusive insights into customer psychology and actionable tactics to craft compelling, immersive brand experiences both digitally and in-person.
You'll learn:
• Why customers are irresistibly drawn to immersive experiences and how this trend shapes the future of audience interaction
• Insider insights from Meow Wolf’s groundbreaking projects, revealing powerful lessons about customer behavior and brand loyalty
• Essential immersive design principles that you can apply directly to your own PR, communication and branding campaigns
Joanna Garner
Consultant, Creative Director & Immersive Experience Designer of Formerly with Meow Wolf
- Breakout 4B • The Virality Playbook: How Iconic Brands Master Pop Culture & Sustain Visibility • Wekiwa 4
Tiffany KnightenJoin award-winning PR strategist and brand consultant Tiffany Knighten for an electrifying journey into the heart of iconic marketing campaigns that masterfully leverage pop culture, social media and timely moments to captivate audiences. In this energetic session, you'll uncover the precise elements that transform fleeting viral buzz into sustained brand visibility. Tiffany will reveal insider tactics behind some of the most memorable campaigns, offering practical techniques to analyze trends, craft culturally resonant narratives and maintain relevance long after the trending hashtag fades.
You'll learn how to:
• Decode the anatomy of viral success, from storytelling to strategic timing
• Harness pop culture and current events to craft enduring, impactful narratives
• Implement proven PR and marketing tactics that secure your brand’s long-term visibility in an ever-evolving digital landscape
Tiffany Knighten
Founder & CEO of Brand Curators
- Breakout 1C • Culture Shock: Transform Internal Comms to Supercharge Employee Retention • Wekiwa 2
Krystina JacksonHybrid work changed everything — and yesterday's internal communication tactics just don't cut it anymore. Join Krystina Jackson, Founder & CEO of Converge Consulting Group, as she flips traditional employee engagement on its head, revealing how cutting-edge internal communication can become your ultimate retention superpower. Through compelling insights from standout companies like Meta, Intel and HDR, you'll learn how to diagnose hidden engagement pitfalls, leverage data to drive impactful strategies and authentically connect with your hybrid workforce. This lively session delivers interactive discussions, practical examples and hands-on techniques guaranteed to energize your employees, boost retention and build passionate internal brand ambassadors.
You'll learn:
• How to leverage data-driven communication tactics that identify and close engagement gaps effectively
• Techniques for crafting authentic, engaging two-way communication in hybrid workplaces, fostering deep cultural connection
• Proven methods to transform your employees into enthusiastic cultural ambassadors, driving sustainable engagement and peak organizational performance
Krystina Jackson
Founder & CEO of Converge Consulting Group
- Breakout 2C • Dynamic Duos & Strategic Synergy: Mastering High-Energy Partnerships • Wekiwa 2
Jacquelene “Jackie” ClarkeBring your boldest energy and loudest ideas to this electrifying masterclass led by the vibrant Jackie Clarke, Event & Sponsorship Architect and Founder of The Well Connected. Dive deep into the core of impactful partnerships and discover how to leverage these relationships to powerfully transform your nonprofit initiatives, private business strategies or FPRA chapter sponsorship programs. Through dynamic, real-world case studies and lively, interactive conversations, Jackie will empower you to craft compelling partnership proposals, amplify partner value and foster enduring collaborations that elevate your organization's reach and reputation.
You’ll learn how to:
• Harness the fundamentals of successful partnerships to energize your organization's strategic goals
• Create persuasive proposals and pitch decks that resonate across nonprofit, private sector and chapter sponsorship landscapes
• Maximize partner ROI with innovative activations and integrated campaigns that drive meaningful, measurable outcomes
Jacquelene “Jackie” Clarke
Event & Sponsorship Architect + Founder of The Well Connected
- Breakout 3C • Legacy Media Is Dying: Why the White House is Betting Big on New Media • Wekiwa 2
Bristol JonesThe White House’s pivot to include new media journalists signals a seismic shift — traditional media’s dominance is fading fast, and digital-first voices are taking over. Bristol Jones, Director of PR at Avenue Z, dives deep into what this means for your PR strategy, revealing how independent platforms, podcasts and influencer-driven channels reshape the landscape of trust and influence. This provocative session will challenge your assumptions and equip you with cutting-edge strategies to stay relevant, engage authentically and amplify your message directly to the audiences that matter most.
You'll learn:
• How compelling data illustrates legacy media's decline and the rise of digital-first platforms
• Bold, effective PR strategies for building direct digital relationships
• Real-world examples of brands successfully harnessing new media's power for sustained audience engagement
Bristol Jones
Director of PR at Avenue Z
- Breakout 4C • “LIFT”ing the Curtain: “Studying” the True Magic Behind Your Brand Campaigns • Wekiwa 2
Jonathon FutaInfluencer marketing is captivating audiences, delivering tangible results and quickly becoming essential — but how do you truly measure its success? Move beyond basic metrics like views and engagement, and dive into the game-changing world of Brand Lift Studies, the sophisticated measurement framework every savvy PR and comms professional needs. In this session, you'll learn exactly how Brand Lift Studies reveal hidden insights into your audience’s perception, spotlight the campaign elements driving meaningful engagement, and uncover the factors that shape your brand’s true influence. With practical, real-world examples, you'll see how to precisely gauge the ROI of your influencer initiatives and apply these findings directly to elevate your future campaigns.
You'll learn:
• Exactly how Brand Lift Studies work and the crucial insights they deliver
• The types of industries, platforms and campaigns best suited for Brand Lift measurement
• Actionable steps for translating study results into powerful, refined marketing strategies
Jonathon Futa
Co-Founder of Group RFZ
- Breakout 1D • Everything PR Pros Need to Know About Wikipedia (But Didn't Know Whom to Ask) • Wekiwa 1
Jon GoldbergHow organizations, executives and brands show up on Wikipedia (and whether they do so at all) is more critical than ever given the platform's predominance as a data source for training AI large language models. But communications pros must tread carefully when it comes to advising their organizations and clients on what's possible and acceptable to do on Wikipedia and what isn't, as even the slightest misstep can have lasting reputational consequences. Learn how to guide clients through Wikipedia’s veritable minefield of conflict of interest rules, notability guidelines and community norms and pick up best practices for dealing with inaccurate or outdated content, malicious editing and other problems while staying on the right side of the "law" with Wikipedia's thousands of volunteer editors.
You’ll learn:
• Why ensuring that content on Wikipedia is accurate and up to date is more critical than ever as AI tools proliferate
• The latest best practices for guiding clients through Wikipedia's veritable minefield of rules, guidelines and community norms and addressing content problems safely and credibly
• The best ways to get problematic content in Wikipedia articles corrected without inadvertently causing more damage, getting into an un-winnable editing war or being banished outright
Jon Goldberg
Chief Reputation Architect at Reputation Architects Inc.
- Breakout 2D • No Need for a Crystal Ball: The Future is Multicultural • Wekiwa 1
Hernan TaglianiCommunications, marketing and public relations professionals, wake up — the future of your business depends on multicultural consumers. Join best-selling author Hernan Tagliani, President & CEO of The Group Advertising, as he boldly dismantles outdated and harmful myths about Hispanic and multicultural markets that many executives still cling to. With more than two decades of experience shaping powerful Hispanic marketing strategies, Hernan will challenge your assumptions, push your comfort zones and provide undeniable data proving that ignoring multicultural audiences is leaving significant revenue on the table. This session will equip you to engage diverse consumers authentically, invest confidently and position your brand for unmatched growth in an increasingly diverse marketplace.
You'll learn how to:
• Strategically prepare for America’s demographic shift from minority to multicultural majority
• Directly confront and debunk the myths that have kept your organization from tapping into multicultural markets
• Implement authentic, culturally powerful marketing strategies that resonate deeply and drive tangible business success
Hernan Tagliani
President & CEO of Tagliani Multicultural
- Breakout 3D • Verified & Amplified: Revolutionizing PR Security with Qwoted’s AI and CLEAR’s Partnership with Notified • Wekiwa 1
Melissa James•Dan SimonCLEAR isn't just for breezing through TSA PreCheck anymore — it's now your ticket to secure and trusted PR communication. Discover the future of secure and intelligent public relations with the powerful synergy of Qwoted’s innovative AI technology and Notified’s groundbreaking partnership with CLEAR. In an era where trust and verification are paramount, this session explores how Qwoted's AI-driven platform enhances media outreach accuracy and effectiveness, while CLEAR’s "CLEAR Verified" integration with Notified ensures press release authenticity through industry-leading identity verification. Learn practical strategies to leverage these advancements, secure your brand’s narrative and build unparalleled confidence among your stakeholders.
You'll learn:
• How Qwoted’s AI empowers precision and efficiency in your media outreach
• The role of CLEAR Verified in safeguarding authenticity and trust in PR communications
• Practical approaches for integrating AI and secure verification to strengthen your brand reputation and credibility
Melissa James
Sales Director of Notified
Dan Simon
CEO and Co-founder of Qwoted and CO-founder at Vested
- Breakout 4D • Pitch, Please! How to Grab Media Attention in a Hyper-Competitive World • Wekiwa 1
Kelly Corder, APR, CPRCForget bland pitches — it's time to dazzle. Join media-relations guru Kelly Corder, APR, CPRC, from Sachs Media, for a vibrant, high-energy session that will revolutionize your approach to media outreach. With the media landscape shifting faster than TikTok trends, PR pros must innovate to stay relevant and impactful. Kelly shares insider secrets on crafting irresistible pitches, leveraging storytelling to win over skeptical journalists and mastering the evolving media ecosystem. Dive into powerful case studies, including groundbreaking advocacy campaigns for social justice (George Floyd, Tyre Nichols) and fighting misinformation (Infectious Disease Prevention Network). Walk away ready to pitch confidently, creatively and compellingly every time.
You'll learn:
• The hottest media trends and how they're transforming PR practices
• Proven tactics for creating standout pitches journalists want to read
• Real-world strategies to amplify your critical messages, from social justice advocacy to public health campaigns
Kelly Corder, APR, CPRC
Director of Media Relations at Sachs Media
- Breakout 2E • Florida's Public Records Laws: Enhancing Your Transparency • Wekiwa 3
Kevin Christian, APR, CPRCFlorida is known nationwide for its wide access to public records. From Sunshine Laws and financial spending to personnel records and court filings, discover why this access is so important to citizens and public relations professionals. Learn valuable insight and actions to take as Kevin Christian, APR, CPRC, shares perspective from his 30 years of dealing with public records. Discover the difference between what’s public and exempt, and learn how some of your most private information could, in fact, be public within Florida's state borders.
You’ll learn:
• What constitutes a public record
• What's exempt and why exemptions exist for specific records
• What happens if you delay and/or ignore public records requestsKevin Christian, APR, CPRC
Director of Public Relations at Marion County Public Schools
- Breakout 3E • The Trust Transformation • Wekiwa 3
Roy Reid, APR, CPRCThe Trust Transformation is a call to leaders in business, government and communities to take ownership of their relationships and be intentional about earning, cultivating, repairing and restoring trust. Transformative trust will change the course of a crisis, create a sustainable business, save a family, reinvigorate a community and move a country into greater long-term prosperity. When you improve your relationships, you will improve your results and performance – with yourself, employees, customers, vendors, partners and all those around you. Today’s workforce instability has put a spotlight on the importance of trust. Trust is the cornerstone of our relationships, and its measure goes a long way to determine the fulfillment, productivity and profitability of any relationship. People can make meaningful and lasting changes in their family, business and community by taking immediate and intentional steps. The Trust Transformation provides you with the tools and resources to do just that.
You’ll learn:
• To understand how trust works at a more granular level
• A new system for building, cultivating, repairing and restoring trust
• How to implement a set of guiding principles for developing high trust relationships and a high trust culture
Roy Reid, APR, CPRC
Fellow at Stockworth Institute
- CN Breakout 1 with Jeff Polk and Alyson Sologaistoa, APR, CPRC • Wekiwa 3
The session is available to CN members and CPRC candidates only.
Jeff Polk
EVP & General Manager, Epic Universe at Universal Orlando ResortAlyson Sologaistoa, APR, CPRC
VP, Public Relations at Universal Orlando Resort
- CN Breakout 2 with Pamela Greenwalt • Wekiwa 3
The session is available to CN members and CPRC candidates only.
Pamela Greenwalt
Chief Communications and Marketing Officer at SAG-AFTRA
- CN Annual Meeting & Breakfast • Wekiwa 3
Join your CN colleagues for breakfast and the Counselors' Network Annual Meeting. During this meeting, members will review and discuss new and old business and will elect officers for CN's leadership for the 2025-2026 FPRA year. Full breakfast provided.