FPRA’s highest credential…your greatest opportunity

Why CPRC

• Today’s economic climate – CPRC sets you apart from the pack
• Can you afford not to?
• CPRC is designed to recognize professional growth and recognize senior members and leaders. It is only an FPRA benefit. It does not transfer if you leave the state or FPRA. CPRC is now a qualification to be a member of the Counselors Network. Counselors Network is a senior level group within FPRA.

CPRC is not APR 2.0. APR is an objective exam while CPRC is a subjective exam. It is not for agency executives only, although agency experience may give you a leg up on the CPRC exam. Study all segments of PR: government, non-profit, business/corporate, retail/consumer, crisis, public affairs, politics and ethics.

To qualify to take the CPRC exam you must have your APR in good standing and you must have 10 years of full time public relations experience. If you have journalism or writing experience that you count as your resume, that doesn’t count for the 10 year requirement.  The cost is $150 to take the two part exam.
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This is a unique time when communications space is changing. There is a shift that has has occurred because consumers want to be entertained, involved, share their experiences with others and participate with your brand. Kronenberger says this is bigger than the early 1990s when the Internet unveiled itself because it’s happening organically, which makes it extremely powerful.

Central to this change is the movement of money from the advertising/paid media space to the earned/social space. When you put these types of dollars from traditional campaign into social platforms, this makes a profound impact.

“This is huge. Huge amounts of content need to be developed,” he said.

The elements that make up this perfect content storm according to Kronenberger are:

- The Story
A story is a starting point and the ability to evolve that story in multiple channels and to let different audiences adapt it an make it their own. “Lost,” the television show, is a prime example that shows how the audience drove how the series developed and ended.

Other ways to see places a story can play out are available at www.TheConversationPrism.com.
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Joanna Newton, Sr. Project manager, AAA Auto Club South
Jessica Brady, Public Relations Manager and Spokesperson, AAA Auto Club South

Tow to Go, once a program that was at risk for being canceled, is now opening new doors for both AAA Auto Club and its co-owner Budweiser.  With the introduction of innovative media strategies, it has proven its value and worth as a tool to reach new audiences with preventative messages.  Tow to Go is an ideal example of how an organization can truly leverage unique partnerships – when its purpose is authentic – and provide needed public service.

Tow to Go is designed to protect our roadways, because it removes both the intoxicated driver and his or her vehicle for free on major holidays throughout the year.  Since its inception in 1998, Tow to Go has safely removed more than 13,600 drink drivers from the road.

Background
When Joanna Newton was assigned to the Tow to Go program, it was an older little-known program in her region with little hope for a future.  Management had several perceived issues with the program, such as:
• It was not available in every U.S. market;
• There were possible insurance costs that would need to be passed on to partners;
• Some members may not support the program;
• Partnering with an alcohol company many be perceived as negative for media/members;and
• The call volume was trending downward.
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Tonight is one of the highlights of FPRA’s Annual Conference – the Golden Image Awards. For those who are unfamiliar with the awards, here is a short tutorial:

The Golden Image Awards competition is conducted annually by the Florida Public Relations Association to recognize outstanding public relations programs in Florida and to encourage and promote the development of public relations professionalism in our state.

Winners demonstrate the very best examples of innovation, planning and design. The awards competition includes four divisions of categories: Public Relations Programs, Printed Tools of Public Relations, Audio/Visual Tools of Public Relations and Student Projects in Public Relations. To qualify for judging, an entry must incorporate sound public relations research and planning. Entries also must meet the highest standard of production, execution and evaluation of results and budget.

There are several different levels of awards:

Award of Distinction – presented to all the entries that meet the standard of excellence set by a panel of judges.

Golden Image Award – Presented to the top-scoring entry in each category.

Judges’ Award – Presented by a panel of judges for an outstanding entry that achieves maximum results while using a minimum amount of money.

Grand Golden Image Award – Presented to the best Golden Image Award-winning entry in Divisions B and C.

Dick Pope All Florida Golden Image Award – This is Florida’s top public relations award awards for the year. It is presented to the best Golden Image Award-winning entry in Division A.

Watch for my later post with a complete list of this year’s winners!

The Early Childhood Initiative Foundation

We need to grow more educated people and I’m worried. 75 percent (3 out of 4) of 17 – 34 year olds have issues with substance abuse, medical problems, literacy, etc. Today, we are #20 and #16 in the world for high school and college graduation rates when we used to be among the highest rates in the country.

George Bernard Shaw, playwright and social reformer said: “My life belongs to the whole community and I should do for it whatever I can. I rejoice in life for its own sake. It is a splendid torch that I have gotten hold of and want to make it burn as much as possible.”

Everything begins with family . . . and faith. I am never quite satisfied that I’ve done enough. the late Governor Lawton Chiles put me on this path. Started slowly to gather the facts because everyone possible must be in the BIG TENT and needs to know the facts. We must embrace all children in this movement and understand the lessons of history.

90 percent of brain development is in the first five years. Lawrence was assigned to look at education in the next millennium by the late Governor, which we are in now in that time period. I’m talking about our children. Some children and some families need more help, and we need to give them help and embrace everyone’s child. It is not socialism, nannyism, it is America. You and I now live in a time that entitlements have come to become a “dirty word.” Children are entitled to be available to the basics to fulfill their potential and dreams. By the end of this decade, children of color will be in the minority and multi-cultural children will be in the majority.
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“The public is the only critic whose opinion is worth anything at all.” –Mark Twain

Public relations communication with citizens in community-based projects often inspires passion and emotional reactions from members of the neighborhoods affected, bringing both new opportunities and challenges to garner support.  However, relying on core values of public relations such as outreach, truthfulness and transparency provides the tools necessary for winning advocates in a grassroots campaign.

Stacy Ranieri of The Firefly Group used case studies to exemplify the importance of proactive communication, media relations, and identifiable project branding to promote projects in communities where people are naturally hesitant about change. read more »

Give yourself the Accreditation Advantage – Sounds good to me since I want any advantage I can get! For anyone who is interested in gaining their accreditation, here is what I learned in today’s session.

Universal Accreditation is a voluntary program that allows each individual to demonstrate their proficiency in public relations through a standardized written exam following advancement from an oral readiness review.

Why become accredited?

• APR designation shows your knowledge, skills and abilities in public relations
• APR is a symbol of professionalism, experience, and ethical judgment in PR
• Credibility
• Career Advancement
• Commitment to public relations career and profession
• Personal achievement – It is a source of pride read more »

If you follow all the college football preseason polls and predictions, you already know that the Florida State Seminoles are expected to be one of the top teams in the country this season and are not expected to lose too many games. One matchup that they have already lost recently is the fight against Seminole High School, to stop their use of the Seminole name (and logo) as a mascot. Margi Baskerville Nanney gave a wonderful inside story on how Southeast High School (David) took on Florida State University (Goliath) and won.

It all started with a letter……

On August 23, 2010 the School District of Manatee County received a letter from The Collegiate Licensing Company stating that the school district had ten days to stop using the Seminole logo and specific wording of SEMINOLES, NOLES and spear design. The Collegiate Licensing Company sent 200 similar letters throughout the country that same day. Only one school district fought back and that was Manatee County. read more »

Be Relevant, – Be Bold – Be First! I’m Lovin’ It!

Few companies are as pervasive in American culture as McDonald’s. The company serves 100 million meals annually in Florida alone. With great presence comes great challenge and Danya Proud, Director of Media Relations for McDonald’s USA reviewed their public relations strategy in the Dillin Keynote presentation.

Proud began by addressing the overarching company strategy developed post 2002 that is firmly focused on longterm results. The company is using the same overall plan developed in 2003 but most importantly a plan that is flexible enough to address the changing marketplace.

She related her remarks to the passion we all share for telling our story. She described McDonald’s in one word, “innovation.”

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We’ve got all the photos up for Monday’s Presidents’ Luncheon. View the entire photoset here.