May 2017

Below please find the latest issue and archive of our chapter's newsletter, Talking Points. Included in each newsletter you will find such valuable information such as a message from our president, a Media Spotlight of a local news reporter, a PRSA member profile and so much more.

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  PRSA Orlando Job Board  
Social Media Manager
Crank Communications
Media Relations and Communications Specialist
Children's Home Society of Florida
Marketing Manager
Florida Hospital Medical Group
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Rafael Cabrera - Orlando City Soccer Club

Lucas Casas - Orlando City Soccer Club

Diogo Kotscho - Orlando City Soccer Club
Lauren Polhill - Allied Integrated Marketing

Meghan Caprez, MA - Associate Member

Kathryn Gomes - Associate Member

James Peterson - Consultant


President's Letter

The lexicon of PR has grown in recent months to include the buzz phrases “fake news” and “alternative facts.”

This timely topic will be aptly addressed at our May 18 breakfast program by Josh Greenberg and Brad Simon when they will discuss Edelman’s annual Trust Barometer and other resources for communicating in this new era. But, I have a different take.

As a PRSA leader, I remember taking note of these all-too-familiar stories as they trended across social media. And, I was very proud that our national chair, Jane Dvorak, APR, issued a statement in response to the unprofessional conduct. In case you missed reading what she sent via a member email, it can be found here.

Regardless of political leanings or thoughts on that event, I loved that our organization took a stance and stayed true to our Code of Ethics. We were nimble and timely in this case. All too often there are opportunities to defend our profession, but we don’t speak up. Or, we take too much time and miss the boat on being relevant.

All of our members are encouraged to carpe diem for the sake of our profession’s reputation and future.


Jamie Floer, APR, CPRC
2017 President, PRSA Orlando Regional Chapter

Media Relations in the Fake News Era

Though our trust in mass media had plummeted to the lowest levels in recorded history, the recent election cycle didn't help by introducing "fake news" to our lexicon. As if earned media storytelling wasn't hard enough already, communications pros now face unprecedented times when our most trusted resource suddenly is not.

This presentation will look at the effects of waning trust in media and examples of brands working to tackle this challenge. You will walk away with insights from Edelman's Trust Barometer and how to effectively manage our profession's paradigm shift by employing new models of storytelling that go beyond earned media. 

Presenters: Vice President Josh Greenberg and Account Supervisor Brad Simon of Edelman in Orlando.


5/18/17 | The Citrus Club

Registration at 7:30 a.m. - Program at 8:00 a.m.

New Initiative from PRSA Advanced

A group of PRSA Advanced members who are looking for new opportunities have formed a career development group.  The group is meeting for coffee on Thursday, May 11 at 10:00 a.m at the Credo Coffee Shop at 706 W. Smith Street in College Park. Anyone interested in career development for more senior professionals is encouraged to join us to share ideas. They will also discuss ideas for a PRSA Advanced speaker for a keynote presentation later in the fall.
For more information or to RSVP, please email John Finn.

Influencing Healthcare: Kena Lewis, Orlando Health


In the early morning on Sunday, June 12th, 2016 - Kena Lewis, APR, director of public affairs and media relations at Orlando Health and recent 2017 PR Professional of the Year honoree at the April Image Awards, received a call that there had been a shooting at Pulse Nightclub - which has since become the site of the worst mass shooting by a single gunman in our nation’s history. As the area’s only Level One Trauma Center - Kena and her team found themselves at the center of a media storm - tasked with the complicated job of making sure that all stakeholders had critical updates when they needed them.

I had the opportunity to speak with Kena about how Orlando Health's communications team navigated through this crisis - along with the lessons that she learned. Read the full interview below - and if you'd like to hear more from Kena (along with other leading healthcare experts) you can join her session at the upcoming Ragan Communications Health Care Communicators Conference on May 1-3, 2017 at Johns Hopkins in Baltimore, MD.

*This is an excerpt from the Huffington post article, "Influencing Healthcare: Kena Lewis, Orlando Health."


Ann Marie Varga, APR, MHR
Congratulations to Ann Marie Varga, APR, MHR, who accepted a position as Manager of Communications for Duke Energy in St. Petersburg.

Heather Morgan, APR
Kudos to Heather Morgan, APR and a past president of PRSA Orlando, for being selected as one of four finalists in the Nonprofit Communicator category for Ragan & PR Daily's 2016 Ace Awards.

Tom Morrisey, APR
Congratulations to a new APR, Tom Morrisey, Executive Communications Manager for Walt Disney World.
Do you have kudos to share? Submit to VP of Communication, Alyssa Badalamenti.


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