Archive for Pensacola Chapter

Breakout 1B: Feeding the Beast: Launching a Content-Hungry Website

Blogger: Brandi Gomez (Pensacola Chapter)

Feeding the Beast: Launching a Content-Hungry Website
Presented by: Nicole C. Yucht, Assistant Vice President, UF Communications, University of Florida

In the breakout session Feeding the Beast: Launching a Content-Hungry Website, Nicole Yucht shared the knowledge and process of planning and creating the University of Florida’s new and improved website.

The University of West Florida had what was described as a “dated” and “non-user friendly” website used primarily by students and faculty. Realizing the end goal of appealing to prospective students and parents, the University of Florida took to researching and starting the process of launching a new website.

They first identified their end goals. What did they want the main focus of the university website to be about? They decided on the three S’s: Stature, Students, and Support. During the entire planning process, if an aspect or idea did not fit into one of these categories, then it was not going to be included on the site. In the end, everything needed to link back to the mission and goal…To engage prospective students and highlight successes of the university outside of football. Then the fun began….

DISCOVERY –  Researched and spoke to current users to identify issues

  • Talked to intern audience about what they used the site for
  • Spoke to parents, prospective parents, alumni

  • Through study, they found that their site currently focused 75% on internal audiences and 25% on external audiences

STRATEGY – Identifying audiences and focus sectors

  • Had to make sure the content fit the audience

  • Shift in focus: Their new focuses would be 85% external and %15 internal

  • Identified two different audiences: Explorers (prospective undergrads, parents, guidance counselors, and families) and Familiars (current student, faculty, staff, etc.)

CONTENT PLAN – How often content is updated

  • Primary News – updated weekly

  • Secondary News – daily

  • Social – live

As we all know in public relations, results are key…and preferably positive results. When Nicole looked at the analytics of the newly launched site for the University of Florida, she found their usage went down in views by 18 percent. Feeling discouraged, Nicole said she remembered the initial goals she made to shift the focus to more on external audiences like guidance counselors and prospective students and their current analytics did just that. Users of the were now engaged in content and pages more applicable to their needs. Guidance counselors were able to quick navigate due dates and students were able to easily look at grades and success stories amongst alumni.

Through research, trial and error, and a concrete plan, the University of Florida successfully launched a content-hungry site in August 2014. Since then, they have continued to provide quality images, excellent blogs, and inform all publics.


  • Know your audience

  • Focus your messaging

  • Stay relevant

  • Live by code orange and blue

  • Be ADA compliant

  • Launch at good (not perfect)

  • Have fun

YuchtNicole C. Yucht joined the University of Florida in 2014 as director of marketing in university relations, and within 14 months was named assistant vice president of UF communications. She is responsible for the institution’s marketing and identity standards, media and public relations, social media, web and campus outreach. Among her major accomplishments was launching the Gator Good branding campaign and overseeing the relaunch of the university’s homepage in November 2015. Yucht has 25 years of experience in marketing and communications, most recently working for Community Health Systems based in Franklin, Tennessee, where she was responsible for the marketing strategy of 14 hospitals in five states. Prior to joining CHS, she was the director of marketing and referral services for UF Health where she helped lead the marketing efforts for the opening of the $388 million Shands Cancer Hospital.


Breakout 3D: Millennial Marketing: It Takes 1 to Know 1

Blogger: Brandi Gomez (Pensacola Chapter)

Millennial Marketing: It Takes 1 to Know 1
Presented by: Robert Noberg, Director of Strategy and Research and Nathan King, Business Development Coordinator – The Agency at University of Florida

In the breakout session Millennial Marketing: It Takes to Know 1, The Agency at University of Florida shared insights into the unique characteristics of millennials and how to market to them in an intentional and authentic way through effective channels.

So what is a millennial? Millennials, also known as Generation Y, are individuals born between 1980 and 2000 who are known to be increasingly aware and savvy with up and coming technologies.

Marketing to millennials is an increasingly popular public relations topic, but definitely comes with its challenges. With technology and social channels constantly, how can you market to these individuals?


  • Absorb information in many different ways, but primarily through their phones

  • Get their news straight from social media

  • Listen to music through streaming apps rather than the radio

  • No longer have cable and instead resort to streaming sites such as Netflix and Hulu

  • They feel an obligation and social responsibility to make the world a better place

  • Impatient and want instant answers


  • 10,000 Baby Boomers retiring every day

  • 50% of millennials will take a 15% pay cut if the company’s values align with their own


  1. Talk to us

  2. Be authentic and transparent

  3. Incentivize


  1. Don’t stereotype millennials

  2. Talk to millennials through their preferred channels

  3. Be willing to adjust to millennial trends and technologies

The Agency at UF is an auxiliary of the University of Florida which trains students to know what it would be like to work for an agency or brand. They are led by professionals, staffed by students, and inspired by faculty. Learn more at

TheAgency1lBob Norberg, director of strategy and research at The Agency – a strategic communication firm housed within the University of Florida’s College of Journalism and Communications – has had an extensive career in the private and public sector serving the beverage industry. In his current role, he develops research strategies to meet client objectives and trains students in the art and science of conducting market research with open source and proprietary tools, like MAVY™.


TheAgency2Nathan King, business development coordinator at The Agency, is a recent UF graduate. He gives The Agency’s professional staff valuable millennial insight. In his role, Nathan has traveled the nation to tell The Agency’s one-of-a-kind story and win business from brands wanting to better understand the tricky millennial generation.


Workshop: Top 10 Apps for Today’s PR Pro

Blogger: Brandi Gomez (Pensacola Chapter)

Top 10 Apps for Today’s PR Pro
Presented by: Samantha Scott, APR, President, Pushing the Envelope, Inc.

In the workshop Top 10 Apps for Today’s PR Pro, Samantha Scott, APR, identified the top apps to help you do your job better, faster, and more creatively. All of these apps can be downloaded via iOS or Android and most are FREE!

1) HoursTracker

Knowing where time is spent = managing your tasks and day instead of your tasks managing YOU!

Other similar tools: Harvest and Basecamp

2) iCapture

A quick way to capture emails, leads, and surveys quickly.

3) CamCard Free

An app that reads business cards and inputs data for you to make for easy saving and searching for contacts. In the free version, you can save up to 200 business cards.

4) Evernote

Ever get tired of transcribing meeting minutes or notes? This app digitally reads your notes and transcribes them for you. They can even be sent to your Google drive.

5) Pocket

Save articles and videos from virtually anywhere to view later.

6) TeamViewer

Remotely access your computer from your phone or tablet.

7) Facebook Live

Create live videos on your Facebook for events and behind-the-scenes visuals. The video is streamed live to user’s Facebooks and allows for instant engagement. The app also records the video for viewing on your timeline later.

8) Instagram

Share photos and videos instantly to appeal a wide array of audiences.

9) Adobe Premiere Clip

A free video editing software through the Adobe suite.

10) Canva

An app used to design virtually anything. It contains a gallery of stock photos, video clips, and more. Best part, the Pro edition is free to nonprofits.

SscottSamantha Scott, APR, is the president of Pushing the Envelope, Inc., which has served clients locally and nationally since 2006. She has worked with brands such as Harley-Davidson, West Marine and California Closets. She speaks nationally and has been honored with more than 30 awards for marketing communication excellence, community involvement and professional leadership. She also serves as the chair of the Florida Gulf Coast University marketing department board, is a member of the university’s foundation board, and is a past president of the Southwest Florida Chapters of FPRA and AdFed.


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!

Rising Leader Nominees


Congratulations to the nominees for the 2015 Joe Curley Rising Leader Award, who will all be recognized at annual conference in August! Here is the second group of members of this year’s class – the remaining members will be featured in July!


EMcClainElaine DeIorio McClain, Marion County Board of County Commissioners
Ocala Chapter

From her chapter’s nomination: “In her budding career in public relations and FPRA membership, Elaine has demonstrated the highest commitment to the profession with her keen judgment, strategic approach and attention to cost-effectiveness.”




Julie Hall, AAA
Orlando Chapter

From her chapter’s nomination: “She is a go-getter, an engaged board member and an absolute pleasure to work with – a mix of qualities that gives her incredible potential in our Association.”




BWelkBrandi Welk, Council on Aging of West FL, Inc
Pensacola Chapter

From her chapter’s nomination: “In her second year as a professional member, Brandi joined the board and quickly took an active role as VP-Networking. She has scheduled numerous events and promoted them on the chapter’s Facebook page and Twitter. She attended Annual Conference and has represented the chapter at a State board meeting.”



TWhitakerTiffany Whitaker, Pushing the Envelope
Southwest Florida Chapter

From her chapter’s nomination in her words: “I am committed to representing and growing our industry through my involvement in FPRA and the community as well as serving the company I work for and my clients.”



BCrisafulliRebecca Crisafulli, McBride Marketing Group
Space Coast Chapter

From her chapter’s nomination in her words: “Leadership is a personal passion and FPRA has provided me with opportunities to lead at all levels.”

Top 10 Reasons to Renew Your FPRA Membership

#FPRA Renewed_ standing ladyr

#FPRArenewed… Did You Renew?
By Mary Dorn, APR, VP Member Services

At 993 professional members and 173 student members, FPRA’s fiscal year is off to a great start in membership, with the Pensacola Chapter taking the lead at a more than 70 percent renewal rate. Thanks, Devon Chestnut, APR, VP of Technology, for our outstanding social media renewal campaign, #FPRArenewed. Soon, she will announce the $50 gift card drawing winner from the renewed members who used the special hashtag before October 31.

If you haven’t updated your membership, it has expired. There is still time to renew before December 31, when FPRA’s State Office removes non-renewals from its database, and to save money by avoiding the additional $25 reprocessing fee after that date. Please don’t wait until the busy holidays. Renewal online is easy at

Still undecided? Here are the Top 10 Reasons to Renew, provided by the Ocala Chapter:

  1. Network of public relations professionals (the #1 reason why recent survey respondents renew annually)
  2. Annual State Conference
  3. Regular chapter meetings
  4. State/local professional development meetings and state Webinars
  5. Local chapters throughout Florida
  6. State/local recognition
  7. Resourceful websites: and chapters’ sites
  8. Exclusive access to Professional Resources:  the White Paper, e-newsletters, etc.
  9. Counselor’s Network (which recently took an insiders tour of Universal’s Hallowscream)
  10. Professional Accreditation (Including a $100 testing fee rebate exclusively for FPRA members! If a professional is using the APR designation after her name, she must be a member of one of the UAB approved associations).