4 Diamonds from 2013 FPRA Annual Conference
By: Samantha Scott, APR
Grand Poobah / Owner
Last week I was fortunate to attend the 75th Annual Florida Public Relations Association (FPRA) Annual Conference in St. Petersburg. What an info-packed few days! Attendees heard from a variety of public relations professionals and the outstanding motivational speaker, Scott Burrows. In this week’s blog I’d like to share a few of the diamonds (75th anniversary gift) of knowledge I took away from conference.
Speak in Their Terms
Who would have thought generational communication would be interesting? I wasn’t sure, but I’m SO glad I attended Jenny Schmitt’s presentation, Motivate Me. Packed with info on the four living generations in the workforce now (Civics, Boomers, Gen-X and Millenials), Jenny taught us how to approach each group and speak in their terms to motivate them. If you want to do a fundraiser, increase engagement or otherwise communicate with a group of people you have to approach them in their terms and by their standards – based on their generation.
Stakeholders are out. Stakebrokers are In.
Most of you reading this are familiar with the term “stakeholders”. These are the people that impact or can impact your organization. They can be employees, your board, the media, your consumers, etc. Via his presentation Becoming a Brand Champion, Kirk Stewart introduced us to a new group – stakebrokers. This is the new audience we as marketing communicators need to reach in order to become a champion brand. It involves 4 As – Alignment, Authenticity, Attachment and Advocacy.
Have Thick Skin During Tough Media Relations
Sometimes in the public relations profession we seek media exposure – we want to share news for our company or our client. Sometimes, however, it’s the opposite. There could have been an accident or something else went wrong, but either way the media is asking tough questions and we’re on the hot seat, so to speak. Presented by Carrie Hoeppner, Central Florida Director of Communications for the Department of Children and Families, attendees learned key do’s and don’ts of media relations when the news isn’t good.
Here are some of the most important points:
- Start with and stick the facts.
- Come at it from the audience perspective.
- Accept responsibility where you should.
- Speculate or assume
- Hide or say “no comment”
- Answer questions about another organization
Crisis Management in 10 Steps
This was covered in last week’s blog. Ron Sach’s offered 10 tips to effectively manage a public relations crisis. Even if you don’t think you need this information, I recommend you brush up on it.
Celebrate While You Can!
Oh, and we came home with two awards! We won an Award of Distinction and Judges’ Award for our work on the campaign, Modern Day Mother’s Day, for Dr. Craig R. Sweet of Specialists in Reproductive Medicine & Surgery. You can read more about it here.
If you’d like to get ALL the details and “attend” the conference virtually, you can do so. This is the first year FPRA has offered a virtual conference. You can get more details on their website.