Archive for Orlando Area Chapter

Opening Session: Leadership + Communications: The New Competitive Advantage

Blogger: Susan Verrnon-Devlin (Orlando Area Chapter)

Opening Session: Leadership + Communications: The New Competitive Advantage
Jamey Peters, Partner and Ketchum South Director & CHris Thornton, SVP and Director, Ketchum Change

FPRA is focused on leadership. Ketchum is also focused on leadership. Jamey Peters and Chris Thornton from Ketchum Change shared insights on the new face of leadership, Leading at the Speed of NOW!

After having the audience of conference attendees stand up and a stretch to start the day off right, the discussion on the leadership crisis began. The data that was presented was analyzed for five years. And still the study continues. What makes a leader shine? How do they communicate? All of this is being analyzed on a daily basis, and will continue to be up for discussion as people question leaders and look more to the rank and file for answers and communication. What a leader says, how they shop, what they do is all being analyzed today. Are they Hyper-connected and Hyper-kinetic? Those things make a difference.

Two key questions of effective leadership today are:

  1. Is your leadership balanced?
  2. Does your leadership lead others to seek the roles of leadership?

The research involved conversations with more than 25,000 people on five continents. The results showed there is a low trust level and high expectation gap when it comes to how people perceived their leaders. Who’s leading the pack in high trust and high expectations:?:

  • Brewing and spirits
  • Business technology
  • Hotels, travel and tourism
  • Consumer technology
  • Professional and business services

Who’s struggling?

  • Mining
  • Insurance
  • Oil & gas
  • Banks
  • Utilities

If you’re involved in one of these industries its really up to the leaders to foster good will among their employees and their clients to get back on track.

Across the 22,000 industries that were researched quality of products and services and customer focus were #1 and #2. Trustworthiness is #3 and Customer Service dropped to #4.. Companies today are being punished severely for poor leadership. This hits sales harder than ever. Sixty percent of consumers have either bought less or worked with a company less because of poor leadership. Is your industry feeling the backlash due to poor leadership. According to the Ketchum study communication is critical for getting back on track.

A great individual leader:

  • Leads by example,
  • communicates openly,
  • admits mistakes,
  • handles controversy and makes tough decisions.

What type of communication matters most?:

  • in person communication is tops,
  • formal announcements are next,
  • followed by TV interviews.
  • Earned media trumps pain media.
  • And social media, though it has its skeptics can be a great tool, it allows for an authentic voice.
  • Advertising has fallen to #16 when it comes to communications and radio advertising is #19

Opportunity for communication can arise from crisis. The team from Ketchum used SeaWorld as an example. They took advantage of damaging incidents to communicate their message. Their new leader Joel came to the table with a fresh vision to cut programs to gain back favorable impressions from the company’s detractors. His decision to cut the Orca program illustrates a moment where a CEO admitted mistakes, handled controversy and made a move to make a tough decision to make things right.

As a leader, make certain you look at your own ethics and don’t compromise them when communicating. Jamey personally left business behind that he felt compromised his ethics. Tough decisions but in the end he felt they were the right decisions.

Chris took over the presentation to discuss internal leaders and how they have risen in the ranks over the past years. In a study, respondents felt that leadership should come mainly from the organization and its employees, rather than from the CEO, There has been a rise of the title-less leadership. We trust our friends and neighbors who are doing the work rather than messaging from the C-suite. A whopping 38% preferred to hear what the rank and file thought of a company’s news and were more likely to listen to how it was communicated. The trust factor was high when it came from the title-less leaders.

Organizations need to modify their methods of communication to match what their consumers expect. No longer is the solid state (not adaptable) acceptable. Consumers want a company that is in a liquid state (readily adaptable, open to constant change). Company in gaseous state (those that change too often) could face a loss of trust just like those in a solid state. In the liquid state, you’re agile, dallied-in, transparent, pioneering. It’s essential to make sure your employees accept the liquid state. Employees who act as communicators, ambassadors in fact for their companies, are 10X more trusted than the press release that comes from a sole source of communication within the company.

When employees and your company are dialed-in they:

  • Anticipate and influence the marketplace
  • Dialogue with customers/consumers
  • Develop intimate relationships and influence key stakeholders.

Transparency is also a great tool:

  • It allows for proactive alignment
  • Engages both sides in open conversation
  • Makes things personal and human

And being HUMAN is essential to end the communication crisis when it comes to leaders. Look inside your organizations to see who’s good at holding the attention of others when they tell a story, that person may hold the elements to solving your leadership communication crisis. The Ketchum team left us with these touch-points for establishing and maintaining a leadership advantage:

  • Say what you will do, do what you say, and set realistic expectations
  • Be genuinely willing to listen, uncover audiences’ definition of transparency
  • Deliver in vision, acknowledge mistakes, and commit to continuous improvement
  • Collaborate, celebrate employees and deliver leadership at all levels
  • Advocate and diversify leaders.

Leadership and communication has changed. Will we change with it or be left behind?

PetersJamey Peters, a partner and director of Ketchum South, is an award-winning communications leader, trusted by clients for his strategic and creative counsel since he joined the agency in 2004. In his current role, Peters leverages his 23 years of PR experience to craft and implement communication programming across sectors such as energy, retail and health technology, with an emphasis on corporate and brand issues, communication programming and stakeholder relations. Peters holds six PRSA Silver Anvils, two Silver Cannes Lions and two PRWeek Awards.


ThorntonChris Thornton is a SVP, Director in Ketchum Change’s New York office. He has more than 15 years of experience leading change management, engagement, internal branding and communications activities for a variety of organizations. Since joining Ketchum in 2012, Thornton has worked with companies including Michelin, Bristol-Myers Squibb, Cox Communications and The Hershey Company to improve employee engagement and successfully execute strategic communication and change programs. In his previous experience, he led the internal communications function at Children’s Healthcare of Atlanta and the global technology communications team at Pfizer. Thornton has served in communication roles at Deloitte Touche Tohmatsu and Arthur Andersen, and worked as a senior consultant at Right Management. Chris began his career as a high school teacher.


Breakout 1A: Why Lawyers Nix Your Awesome Marketing Ideas (and How to Change That)

Blogger: Susan Vermon-Devlin (Orlando Area Chapter)

Why Lawyers Nix Your Awesome Marketing Ideas (and How to Change That)
Presented by: Kerry O’Shea Gorgone, Attorney, Podcaster and Senior Program Manager, MarketProfs

“What you don’t know can absolutely hurt you.” That’s the first thing that Kerry O’ Shea Gorgone said to start off her conference session. She then told a story of a Peace Corp volunteer who challenged a black mambo snake because he did not know what it was, the most deadly snake on earth. He stabbed it to death with an umbrella and only later did he realize the danger he could have faced if the snake had bit him. That’s like not knowing the pitfalls of law when you do your job as a PR professional.

Kerry is an attorney licensed in two states; her charge is to help people to make things legal. She doesn’t practice anymore, so she can’t help you with any legal issues you’ll encounter at conference, so stay legal.

“Most lawyers are not evil, we just want to keep you from danger.” Kerry stressed that point and shared a presentation filled with humor for very serious and expensive situations.

Problem #1: Using copyrighted content is risky. 1 picture X 1 use =$4000.

Problem #2: Your giveaway might actually be an illegal lottery. 1 giveaway = $102,000 fine. Pay to play is illegal and are only legal if the state is running them. “No purchase necessary should be stressed.”

Problem #3: Streaming video without planning.

Problem #4: Influencers don’t always disclose.

Use of memes can cause you to risk copyright infringement. Keep things in context when you use them, and be careful that you’re not risking a lawsuit. “Creative Commons” content might be stolen. Though someone may state it’s free to use, 71% of content on YouTube is stolen. Because you can’t know for sure, it’s very risky to use “Creative Common’s” content on your clients social media or website.

Solution #1: Create Your Own Content.

Take a look at what you’ve posted on Instagram or Snapchat. People love low quality, original imagery so use what you have to create your own content. It’s the safest option.

You must stress the no purchase necessary option to not be considered a lottery. Giveaways aren’t legal in Canada. Void where prohibited language is important. Know the difference between a giveaway and a contest. A giveaway is a game of chance. A contest involves skill. It doesn’t have to be an amazing skill, like whistling with your belly button, but it does involve some sort of skill. In a giveaway or sweepstakes, winners are selected at random. Lotteries are pay to play. Pay doesn’t have to mean money. Pay means giving something of value (your time, data, or even a Like). Picking a winner at random is potentially bad. Contests are easier to manage than giveaways, because it’s about skill. Giveaways are about “luck”.

A conference participant shared an example from real life giveaway, to which Kerry responded first by putting her fingers in her ears and saying “lalalalala”, (remember she doesn’t practice law anymore), then she provided the reason why the conference participant was at risk.

The disclaimer of “no purchase necessary” must be prominent.

Using the Iron Man competition as an example, Kerry interjected she of course does not run the Iron Man, however if Iron Man had their members pay additional fees for a “contest” which was actually a “giveaway”, that would be illegal.

Asking for basic contact information is fine in a giveaway, but anything beyond that is risky and could throw you into legal hot water.

Has anyone ever purchased coupons? You can from vending machines in Maryland. It turned out this was an illegal lottery. Pay to play, for coupons.

Solution #2: Use Contests of Skill not Games of Chance.

You can use the term “Skill” loosely. From a legal standpoint “Liking” is still doing something so be careful

Periscope and Facebook Live can be risky.

Solution #3: Plan your live stream the same way you would a produced video shoot. Storyboard! Look for hidden, or not so hidden noises (music, conversation), images you would not want to be seen, logos that you don’t own, Post crowd releases before streaming if you are working in a public setting. Get signed releases from interviewees. Check what’s happening in the background too. You don’t need permission to show trademark items, unless you’re saying something bad about them, but be careful anyway. Try not to use minors, or ask permission before you do.

Solution #4: The 4Ps of Disclosing: Placement, Proximity, Prominence, Presentation

Disclose in plain language. Its “free”, this is an “ad”, this was “sponsored”. Lose the hashtag when you’re talking about things you’re getting for free or sponsored. Put the disclosure near the top (don’t make me scroll to find it). Make it pop (use bold text). Make it unavoidable. Put it on the top of the page, in the shopping cart, everywhere you can to have the viewer see it and understand, this is an ad, or sponsored.

To avoid the legal pitfalls “Actively look for Potential Problems Ahead of Time”. It helps you avoid the danger that may be lurking like the black mambo snake.

OSheaKerry O’Shea Gorgone develops marketing training programs in her role as senior program manager of enterprise learning at MarketProfs. She’s also a speaker, writer, attorney and educator. Kerry hosts the weekly Marketing Smarts podcast for MarketingProfs, and is a contributing writer for numerous sites, including The Huffington Post, Mark Schaefer’s {grow} blog, Social Media Explorer, Entrepreneur, Spin Sucks and


Fireside Chat:: Communications Professionals: The North Star of Any Organization

Blogger: Susan Vernon-Devlin (Orlando Area Chapter)

Fireside Chat: Communcations Professionals: The North Star of Any Organization
Lauren Worley, Artist and Talent Director, The ONE Campaign

A little heat (from an on-screen fire), two comfy chairs, Roger Pynn, APR, CPRC, and Lauren Worley of The One Campaign, sat down to share a little about how Lauren, a Kent State grad got to where she is today.

Inspired by the West Wing television series, Lauren followed her dreams to be a press secretary. She called up a NASA colleague for whom she had interned with 15 years prior and that started it all. To have them think that a girl from Ohio could work with the greats like Neil Armstrong was a dream come true.

Prior to NASA there was work with political campaigns. The great think about a political campaign is it’s 170 days, you can sprint to the finish line. It’s a new challenge every day. You may not have a job at the end, but it’s a sprint, so there is an end. With the NASA job, it’s a marathon and you have to come in with the same enthusiasm every day to do the job. “The best part of the campaigns for me is that I love eating pie, “ said Lauren. “ I don’t know about the candidates, but eating pie on the campaign trail is my favorite.”

If her life was a movie, Lauren would love to have Kristen Wiig play her. A few years ago it would have been Angelina Jolie, but the role Kristen Wiig played in the movie “The Martian” really showed how it’s done.

Lauren had always wanted to be a doctor; she had those parents who made her get a job in a hospital one summer and she got sick every day. She was a junior in high school, she was all set to be a doctor, but her high school anatomy teacher recommended journalism school. That sent Lauren to a job at the local radio station, “less blood and guts”, but very fulfilling.

Lauren offered this broad perspective on our profession: As communication professionals we get to see all sides of an organization. We get to work on internal and external communications and at some point what makes us the heart of the organization is the fact that we will have to explain things to the general public and what the decisions the organization makes can affect peoples’ live. Our job as PR professionals is “trying to get people on the train with us.” That’s why you see so many PR professionals become the chief of staff; they have that 30,000 foot view of the organization so it’s a natural progression to move forward to leadership positions.

How do we become C-suite professionals? It’s always about authenticity and credibility. Whether we are writing a press statement or an email. We need to find the right people to share our messages so that people will get on the train.

The toughest feedback that Lauren ever had to give happened when she was chief of staff for the Lt. Governor of Ohio. The Lt. had hired a friend of Lauren’s. This friend found herself in a situation where she was not showing up for work. It’s hard to correct a friend, especially if there are political ramifications. Ultimately the person was fired and there was an inspector general investigation. The toughest thing was to go to my boss and say I made a mistake. Then going before the staff was equally hard. People did not crucify Lauren for her choice, they stated that her friend was an asset, she was caring and they wanted to keep in touch with her even after the incident.

What’s the thing that Lauren is most proud of? A press conference pulled off with a lack of technology. She was down at the external tanks assembly building. They planned for a press conference after a huge success. At 8:45 a.m. the boss wanted to take the communication into space, and talk to the International Space Station. He added elements that would involve the space station and connecting with NASA TV. Lauren could have panicked, as technology was not readily available, but the people on site worked hard to make the phone lines accessible and get things going. The phone lines did not work at the time of the press conference, so Lauren’s boss decided to call them on his cell phone. He called the International Space Station on his cell phone. Amazing! It ran live on NASA TV, and she received praise that her press conference was great. Lauren was relieved and hoped for liquid libation to celebrate the success.

Lauren now works with The ONE Campaign, with Bono. The decision to leave the job as press secretary at NASA was not an easy one, but she knew it was time to move on. “When you look at your North star, you will know when it’s time to choose a new job that fits your life at a particular stage and time.” She wrote a list of pros and cons to decide how to move on. She wanted a smaller company, closer to earth, no more political campaigns and something that would challenge her. She followed The ONE Campaign on social media, and wrote to their recruiter to see if they would have a job for her. They did.

Now Lauren manages the people that Bono recruits to work with his organization. She’s gone from working in the stars, space, to working with the stars, luminaries and celebrities, on earth.

A side note: being a good PR person means answering the question you want to answer, not the one that you were asked.

Lauren once managed her own PR firm for 11 months. It was the hardest job ever and she was constantly hustling for work. She’s had clients fire her and that’s really hard. When you’re fired it does not mean you’re not a good person, it just means you’re not good at that and that there is something else you should be doing. Losing political campaigns is also hard. When you’re down and lose an election it’s hard. You need to recognize you’re not going to be great at everything. My job isn’t me. That’s sound advice from Lauren.

The government job was a reliable source of income, an interesting industry and something that she could really grow her career from. The ONE Campaign is a new journey. All the roads she’s traveled have added to who she is and who she will be in the future.


  • Establish an honest relationship with your bosses so that you can always be honest with them and champion their causes.
  • Know your constituents and talk their language so that they understand your message.
  • Offer up unconventional solutions; things that make sense or crazy ideas may lead to success.
  • Whatever the challenge is, push yourself to try, you can always come back home.
  • Authenticity and credibility go hand in hand.
  • We are given much, when much is required.

WorleyCommunications directors provide the conscious for every organization. Lauren B. Worley, former press secretary and senior advisor at NASA, has more than a decade of experience guiding organizations toward their respective North Star. In this session, Lauren discussed the leadership qualities required of communications professionals, and how public relations professionals pilot organizations to maintain credibility, authenticity and originality.


Workshop: Effective Media Interaction

Blogger: Vickie Pleus (Orlando Area)

Effective Media Interaction
Presented by: John Zarrella, President, JZMedia

  • Takeaways: Comprehend the value in media training; understand the importance of protecting the image; find comfort on camera

  • Media training is not always going to be perfect, but it certainly can be a benefit

    • Have a good understanding of how it works

      • It’s the whole package: your presence, how you deliver message, where you deliver, how you dress…all these go into the package you’re trying to present to the client, company

      • You are the spokesperson; your responsibility is to get the message out or protect the interest of the org/ company

    • Don’t agree to interview immediately

      • What would you like to discuss?

        • If you are client, call your agency first before giving interview

      • Create outline

      • Discuss questions with other staff

      • Ask reporter:  What questions will you be asking me?

        • Does not always work

        • Reporter may say “general question about ____ (subject)”

          • Follow up questions may change anyway, be based on questions they produce

    • Be aware of surroundings, esp. for TV, and how you look

      • Clean desk?

      • Blinds open/closed?

      • Lighting?

      • Outside?

      • What to wear

        • Blues, stay away from warm tones

        • Solid colors, no stripes/no busy patterns

          • No distracting jewelry, dangling earrings

        • Dress for weather

  • Remember your manners – make the reporter comfortable

    • Be polite

    • Offer water

    • Need anything before interview?

      • May not hurt; develop rapport with reporter that’s interviewing you

  • Keep your cool!

    • Interviewer could be challenging

    • Could be an ambush

    • Keeping your cool is the most important thing you can do

      • Always assume the camera is rolling, mics are on

    • Keep it simple

      • Stick to the message

      • Talk in sound bites

      • Don’t go on and on!

        • what you want to get out may be getting lost

It’s not just how you say or what you say, it’s how you present yourself

  • Never lie; don’t make things up

    • Even if the reporter doesn’t catch it, social media will catch it

    • If you don’t know the answer, don’t make it up

      • Get back to them with the answer

      • Have an expert available to you so you may defer if you don’t know the answers

  • Consider media training

    • Interview w/subject to put them at ease

    • Record interview

    • Then “reporter” asks tougher questions

Before interview, after meetings with staff, as you work on outline, that’s where the sound bites come from

  • Don’t try to fill the silences

  • Ok to pause

  • Don’t look defensive

  • Correct incorrect information

    • Correct it on the spot if possible

  • Don’t paraphrase the incorrect information first…simply replace with the CORRECT information

ZarellaJohn Zarrella is president of JZMedia. He was a network news correspondent for CNN for 30 years based in the network’s Miami bureau. His work included coverage of natural disasters, the U.S. Space Program, the environment and major breaking news. After leaving CNN in 2014, he began JZMedia. He continues to report now for CCTV-America, an International network, and does media trainings and public speaking.


Workshop: Upping Your Presentation Game: Creating an Engaging and Effective Message

Blogger: Alayna Curry, APR (Orlando Area Chapter)

Upping Your Presentation Game: Creating an Engaging and Effective Message
Presented by: Devon Chestnut, APR, CPRC - Communications Manager, Cox Communications
Link to presentation: 

As someone who gives presentations on a weekly (and sometimes daily) basis, I was excited to hear and blog about Devon’s workshop on creating an engaging and effective message. I found myself nodding along and wanting to shout AMEN throughout her entire presentation. Many of the tips and tricks she discussed I use on a regular basis and are very helpful in reaching your audience.
Devon opened with a comical “what not to do” video of public speaking from Ferris Bueller’s Day Off. The monotone voice of Ben Stein was a perfect example of how to bore your audience to tears. So, what should you do? Here’s four simple steps.
Step 1: Create the story
  • Frame your story. Determine the start and end and then build the story within that. It’s much harder to start from scratch and work from the beginning.
  • Research your audience. Know who you’re talking to, what they already know and what they want to know.
  • Don’t give vague information.You want the audience to leave wanting more because your presentation was so good, not because you left things out. Don’t use acronyms or industry jargon that the audience won’t understand.
  • Avoid information overload. You don’t want the audience to lose the message. Keep it simple and stick to the key topics.
Step 2: Build the story. 
  • Use a similar look and feel throughout the presentation. Don’t use both clip art and photos. Try not to use too many different fonts or colors.
  • Use appropriate text and fonts for the audience. You probably shouldn’t use silly fonts if you’re presenting to your C-suite.
  • Less is more. Don’t use a lot of text. Your presentation is just the support material.
  • Make the investment in good photos and visuals for impact. Keep videos to 60 seconds or less.
  • Proofread. Many newer presentation programs (like Prezi) don’t have spell check as an option.
Step 3: Deliver the story.
  • Work on your delivery and tone. Try not to use a script. If you need a reminder, use notecards with only a few bullets.
  • Avoid distractions. Watch your posture – don’t rock back and forth. Leave loud jewelry at home and don’t use slides with too many effects.
  • Keep eye contact. If this makes you nervous, talk to audience members ahead of time to get comfortable. Find some friendly faces to look to during the presentation.
  • Pay attention to audience engagement. Be aware of their body language. How are they reacting?
  • Mind your time. Get to your presentation early so you can test out technology. It might be helpful to get your own slide advancer that you’re comfortable with.
  • Have a backup plan in case technology doesn’t work. Bring your presentation on a jump drive or print out a PDF.
Step 4: Utilize tools and resources.
During the Q&A time, I shared a tool that I’ve found helpful when giving presentations. SlideShark is an app you can download on your iPad and iPhone. Upload a PowerPoint presentation to the SlideShark website from your computer and then download it to the app on your iPad. Your phone works as the remote and has lots of different features. The best part: once it’s downloaded, you don’t need wifi!
Overall, a very informative session that will help our members give better and more engaging presentations. Great job, Devon!

DChestnutDevon Chestnut, APR, CPRC, is the communications manager for Cox Communications, a communications and entertainment company, providing advanced digital video, internet, telephone and home security and automation services. Chestnut’s role includes managing Cox’s Southeast Region internal communications for more than 1,900 employees working in the states of Florida, Georgia and Louisiana. She also plays a pivotal role on several national company projects and initiatives. In addition, she manages community outreach efforts within the Central Florida markets.


Workshop: Five Apps to Shoot Awesome Videos in 5 Minutes

Blogger: Chris Gent, APR, CPRC (Orlando Area Chapter)

Five Apps to Shoot Awesome Videos in 5 Minutes
Presented by Sarah Redohl, StoryLab

Little videos can have a BIG impact.

Here are five apps to download to your smartphone, available in both the Apple and Android stores.

  1. Legend – animate text in video and GIF
  2. PicPlayPost – create video collages using photos, videos, GIFs and music
  3. Lapse it – capturing time lapse and stop motion videos
  4. Video Scribe – create whiteboard animations
  5. Flipagram – create short photo video stories with your photos, videos clips and favorite music.

50% of your video development should focus on audio quality.

Your Video Toolkit Should Include

Common Rookie Mistakes

  • Not defining goals
  • Shots that make people sick
  • Forgetting good audio
  • Keeping your audience in the dark
  • Making your videos too long
  • Not effectively telling a story

Define Your Goals

  • What is the goal of your video strategy? You must know your goals to set your KPIs and figure out if your video strategy is working or not.
  • What is your ultimate goal? To explain a product or service? Teach your audience something? Improve brand awareness?
  • How do you want them to feel when they watch your video? Entertained? Inspired? Educated?
  • What do you want your audience to do? Buy something? Donate money? Like your page?

Stabilize Your Shots

  • Tripod
  • Variety of distances and angles
  • Don’t shoot vertical video

Getting Good Audio

  • Use your phone’s built-in mic for narration
    • Identify which mic the app is recording, or
    • Buy a handheld mic compatible with your device.
    • Use the in-line mic in your earbuds for interviews
      • Minimizes surrounding noises, maximize speech
      • Frame tightly and make sure the earbuds and cords are out of the shot.
      • Buy a lav ic (Suggested brand: Rodeo SmartLav)

Show Them the Light

  • Look for the brightest spot to film
  • Sunlight is your friend
    • Bright, pure white, and abundant
    • Add light (lamps, overhead lights, torch light)
      • Even out lighting
      • The brightest light source should be at the videographer’s back.

Keep It Short

Video viewership drops significantly after 10 seconds. Keep it short and eye-catching.

Tell a Story

  • Follow a simple plot structure
  • Serve your audience
  • Stay focused on ONE THING

Link to presentation will be posted in 48 hours at

Share your feedback on this presentation at #LittleBigVideo


RedohlSarah Redohl is the chief creative strategist of StoryLab, which teaches people to create content on their smartphones. Past clients include professional associations, Fortune 500 companies and national publications. Redohl’s work has appeared in The Washington Post, the Travel Channel, and NPR, among others, and has claimed a handful of regional and national awards. She is also recognized as one of Folio Magazine’s 15 Under 30 young professionals driving media’s next-gen innovation.

Breakout 1C: Livestreaming: Periscope 101

Blogger: Vickie Pleus, APR, CPRC (Orlando Area Chapter)

Livestreaming: Periscope 101
Presented by: Tara Settembre, Blogger,

@TaraMetBlog or
Do you Scope? Are you a Scoper? < that’s the lingo!

Takeaway: Livestreaming doesn’t add more work; it enhances what you’re already doing
It’s another part of your planning

    • By 2019 video will account for 80% of all internet traffic
      • No. 2 search engine in the world is YouTube
      • We can do video cheap and easy, that’s the good news
    • Why Livestreaming?
      • Gives people instant access
      • See personalities, see what you’re doing
      • Foster better connection w/ customers
      • Puts face to name, brand, place
      • Allows people to see what you’re seeing
    • Periscope is owned by Twitter
      • Works seamlessly with and streams live on Twitter
      • A live broadcast is called a “Scope”
      • Always make sure it’s shared on Twitter
    • People know it’s not rehearsed on Periscope
      • It’s honest
      • Not faked
      • Humanizes your business; show instead of tell
    • 75% of Periscope users are 16-34 years old
    • 65% are male
      • Most other social platforms are mostly female–are younger males a target demo?
    • Available in 25 languages
      • As you use it, you’ll see participation from various countries
    • Awarded Apple’s App of the Year 2015
    • Don’t worry about editing video
      • Not fancy
      • Not polished
      • People expect lower quality
      • Obviously, less time or less effective
      • But you can practice ahead of time (check surroundings, settings, etc)
    • Good for expanding demo you’re reaching
      • Followers can be watching it, and it shows you’ve gone live on a world map
      • It’s a good customer-service tool
      • Video No. 1 – option: show what you’re seeing, not talking (or voice from behind, such as tour of facility, offices) – forward-facing
      • Video No. 2 – option: back-facing
      • As you record, people type comments, and you can reply
  • Reply is verbal response, not typed▪  You can ignore some comments if you like
        • Like Facebook “Likes,” “Hearts” on Periscope is approval icon; collect the hearts
          • The more hearts you get, the more you’re boosted up in the screen
          • More viewers (as a suggested video)
          • Is it a good scoper? Judge by number of hearts
        • What kind of content should/can be scoped by me or my clients?
          • Products, Demos
          • Q & A with a business executive
          • Behind-the-scenes interview (example, of chef in a kitchen)
          • Live tours (things you’d never see otherwise)
        • You can set up the questions ahead of broadcast, moderate as they’re asked
        • Periscope video is now available indefinitely (link, which can be embedded)
          • Pushed by operation of Facebook Live
          • Can share video later as a tool

    ▪       Video can be embedded, too

        • End of news release
        • Online press room
        • Used to follow up with media who could not attend an event, for example
        • Also can be deleted

    ▪       Usually they are kept up for 24 hours, at a minimum

        • Functionality of the app
          • Location services – make live

    ▪       Do not enable at home

        • Click “share to Twitter” button

    ▪       Twitter account is required to use Periscope

        • Lock button

    ▪       Allows only certain viewers to see video

        • Dry run of video (not live) is smart!
        • Chat feature

    ▪       Inappropriate comment? “Remove” – kick them out of chat

        • Notifies others the person was removed/blocked
          • Shows inappropriate comments are not allowed (sends message)
          • Generally, this won’t happen, but it’s possible (trolls)
          • It’s possible to block followers as well
          • Load title, hit “start broadcast”

    ▪       Make sure it’s right where you want it to be.

    ▪       Is the screen showing your hand? Check your screen.

        • People can follow

    ▪       Though you may have “few” followers, keep in mind many, many more can have access to watch live; measure success by number of joiners

        • Stats available at video’s end: how many people watch, how many joined
        • Followers notified when you start

    ▪       Text alert on phones of followers

    ▪       Followers don’t have to be in the app to know you’re streaming

        • Different from Facebook Live, where you must have app open to be notified
        • Best practices for Periscope

    ▪       Start and end title for Scope with emojis

        • Start and end with an emoji

    ▪       Give heads up on when you’ll be live on Periscope

        • Include in news release
        • Share notification on social media

    ▪       Ask others to share that you’ll be live with their followers

        • “Swipe right” then share with followers; must be done when the feed is live
          • Ask bloggers to share
          • Media reps
          • Colleagues

    ▪       Use #hashtags

        • Though not searchable on Periscope, they are searchable on Twitter

    ▪       As you begin, pause a moment to let followers know you’re live

    ▪       Prepare, but don’t sound scripted

        • Rehearsed? It’s boring for viewers
        • However, prepare as much as you can
        • Using iPad or tablet would allow you to have larger screen (easier to read viewer comments)
        • Vertical is best (desktop users see a switch, it’s not ideal for horizontal)

    ▪       Save every video to your camera roll

        • Saves to camera roll without comments

    ▪       Ideal length: 2-10 minutes

        • It’s acceptable to go live in the same event, separate streaming instances

    ▪       Vs. Facebook Live

        • FB Live works well if you already have a high FB following
        • You can share Periscope link on FB later, if desired
        • FB Live features are bumped up in the news feed
        • When comparing, see which app works best for your community
        • In page settings, enable FB Live feature to use on a page you are an admin for
        • Today Show uses FB Live (as an example)
        • After show, they go live 5 more minutes

    ▪       YouTube competition

        • Expect more livestreaming on YouTube to compete
        • Can upload Periscope>YouTube after saving to cameral, but YTube video typically more polished


    TerraTara Settembre is a blogger at She is a PR and social media strategist with a master’s degree in journalism and communications from NYU. She has more than 10 years of agency and in-house PR experience. Previously, Tara was the corporate communications manager at World Wrestling Entertainment and a PR manager for The Walt Disney Company. She has been honored by the PRSA of Los Angeles for “Best One-Time Media or Special Event” and received a PR News Platinum PR Award for best video program. In addition, for the past 11 years, Settembre has been a successful lifestyle blogger at and writer for The Huffington Post, and other online outlets.

Joe Curley Rising Leader Award Class of 2016

















Congratulations to the winner of the Joe Curley Rising Leader Award - Rhonda Leiberick, APR from the Central West Coast Chapter!













Congratulations to the entire Joe Curley Rising Leader Class of 2016!


Liz Anderson Jacksonville Chapter


Corrie Benfield headshot

Corrie Benfield Tampa Bay Area Chapter


LaurenDeiorio final head shot

Lauren DeIorio Ocala Chapter



Angelica DeLuccia Morrissey Space Coast Chapter


erin igram

Erin Igram NW Florida Coast Chapter


Erin Knothe

Erin Knothe Dick Pope/Pol County Chapter


Cindi Lane

Cindi Lane, APR Volusia/Flagler Chapter



Rhonda Leiberick, APR Central West Coast Chapter


Zoe Linafelt

Zoe Linafelt Capital Chapter



Joey Mazzaferro Gainesville Chapter


Vianka McConville

Vianka McConville Orlando Area Chapter


Nicole Stacey

Nicole Stacey Pensacola Chapter


PR2D2′s “Tour of Chapters” Video

FPRA’s very own PR2D2 visited all 15 chapters this past year. Check out the video highlighting his journey.

PR2D2 video screen shot

Presidents’ Luncheon Chapter Awards

Annual Conference

Congratulations to this year’s President’s Luncheon Award Winners!


Chapter of the Year
Gainesville Chapter (Amelia Bell, APR, CPRC – President)


Chapter President of the Year
Andi Mahoney, APR (Northwest Florida Coast Chapter)


Florida Public Relations Association President’s Award for Accreditation & Certification
Southwest Florida Chapter (Heidi Taulman, APR – President)


Florida Public Relations Association President’s Award for Communications
Capital Chapter ( Jan Dobson, APR, CAE – President)


Florida Public Relations Association President’s Award for Community Service
Dick Pope/Polk County Chapter (Amy Wiggins – President)


Florida Public Relations Association President’s Award for Financial Management
Ocala Chapter (Jennifer Lowe – President)


Florida Public Relations Association President’s Award for Image Awards
Northwest Florida Coast Chapter (Andi Mahoney, APR – President)


Florida Public Relations Association President’s Award for Image Awards
Pensacola Chapter – Gordon Paulus, APR – President)


Florida Public Relations Association President’s Award for Leadership Development
Orlando Area Chapter (Kerry Martin, APR – President)


Florida Public Relations Association President’s Award for Membership Development
Gainesville Chapter (Amelia Bell, APR, CPRC – President)


Florida Public Relations Association President’s Award for Professional Development
Space Coast Chapter (Tessa Friederichs – President)


Florida Public Relations Association President’s Award for Special Event Planning
Central West Coast Chapter (Melissa Link – President)


Florida Public Relations Association President’s Award for Student Development
Southwest Florida Chapter (Heidi Taulman, APR – President)


Florida Public Relations Association President’s Award for Most Improved Chapter
Jacksonville Chapter

Congratulations to all the winners!