We are proud to announce that Michelle Bono, APR, CPRC is the winner of this year’s Stanley Tait Award for Professional Service, the Chapter’s highest honor to bestow.

For those of you who missed this glamorous ceremony, don’t fret, the winners list has been included below. Again, we thank the Tallahassee Diamond Center, Jim’s Pianos and Taproot Creative for their sponsorship and support which made this year’s Local Image Awards a huge success!

Lastly, for those of you who would like to enter your binder in the State Golden Image Awards, the deadline for entries is May 17, 2013. For more information or to download the Call for Entries, please visit www.fpra.org. Congratulations again to this year’s Local Image Award winners, and we’ll see you next year!

FPRA Capital Chapter
2013 Local Image Awards

Division A: Public Relations Programs

Public Relations Programs – Community Relations

Image Award, Judges Award
“Disability Employment Awareness”
APD Communications Office
Melanie Mowry Etters

Award of Distinction, Judges’ Award
“MCG Impact”
Moore Communications Group

Public Relations Programs – Public Service

Image Award
STD Campaign: “In the Dark”
Florida Department of Health
Kristin Roberts
Patrick Fargason
Christie Goss
Georgia Murphy

Award of Distinction
“Bringing Beauty Full Circle: The Miccosukee Road/Fleischmann Rd. Intersection Improvement Project”
City of Tallahassee

Award of Distinction
“The Vote’s in Your Court”
Moore Communications Group
The Florida Bar

Public Relations Programs – Institutional

Image Award
“Honoring Those Who Served U.S.” Campaign
Sachs Media Group
Florida Department of Veterans’ Affairs

Award of Distinction, Judges’ Award
“Florida Department of Children and Families Rebranding”
Florida Department of Children and Families

Award of Distinction
“The Able Trust’s 2012 Youth Leadership Forum”
Salter>Mitchell

Award of Distinction
“iBudget Florida”
APD Communications Office

Public Relations Programs – Public Information

Image Award, Judges’ Award
“Bike Box: Get Behind It!”
City of Tallahassee

Image Award
“Keep the Half-Penny Sales Tax”
Sachs Media Group

Public Relations Programs – Crisis Communication

Image Award
“Fungal Meningitis: Injecting the Truth”
Florida Department of Health
Hue Reynolds
Ashley Carr
Aaron Keller

Public Relations Programs – Promotional/Marketing

Award of Distinction
“MCG Rebranding”
Moore Communications Group

Public Relations Programs – Public Affairs

Image Award
“Justice for Eric Brody”
Sachs Media Group

Award of Distinction
“Florida Tax Collectors Campaign”
Sachs Media Group

Award of Distinction
“Democracy at Stake’s Judicial Merit Retention Media Relations Campaign”
Salter>Mitchell

Public Relations Programs – Special Events

Image Award
“Gaines Street Cash Mob”
City of Tallahassee

Award of Distinction, Judges’ Award
“Ford – One Tank Escape”
Moore Communications Group
Ford Motor Company

Award of Distinction
“Ford – From Runway to Driveway”
Moore Communications Group
Ford Motor Company

Public Relations Programs – Other

Image Award
“Impostulators Student Video Contest”
Department of Business and Professional Regulation
Florida Institute of Certified Public Accountants

Grand All Image Award
“Honoring Those Who Served U.S.” Campaign
Sachs Media Group
Florida Department of Veterans’ Affairs

Division B: Printed Tools of Public Relations

Printed Tools of Public Relations – Annual Report

Image Award
“DCF Realizing Change 2012 Year in Review”
Kriss Vallese
Joseph Edwards

Printed Tools of Public Relations – News Release

Image Award, Judges Award
“Title IX Op-Ed” (Florida High School Athletic Association)
Sachs Media Group

Printed Tools of Public Relations – Specialty Item

Image Award
“Seeing Red: Swag Bags Everywhere”
City of Tallahassee

Grand Image Award
“Seeing Red: Swag Bags Everywhere”
City of Tallahassee

Division C: Audio/Visual/Online Tools of Public Relations

Audio/Visual/Online Tools of Public Relations – Online Audience Engagement

Image Award
Florida Department of Veterans’ Affairs Social Engagement Campaign
Sachs Media Group

Audio/Visual/Online Tools of Public Relations – Online Promotion

Image Award
“Eat Healthy, Be Healthy” Online Promotion
Florida Department of Health
Kristin Roberts
Patrick Fargason
Georgia Murphy

Award of Distinction
The Water Quality & Health Council’s “Healthy Pools” Social Promotional Campaign
Sachs Media Group

Audio/Visual/Online Tools of Public Relations – Video – Public Service/more than one minute

Image Award
“Bike Box – What a Tease!”
City of Tallahassee

Audio/Visual/Online Tools of Public Relations – Website

Image Award
“MCG Website”
Moore Communications Group

Award of Distinction
“Preparing for the Future – Talgov.com Website Redesign”
City of Tallahassee

Grand Image Award
“Eat Healthy, Be Healthy” Online Promotion
Florida Department of Health
Kristin Roberts
Patrick Fargason
Georgia Murphy

2013 Image Awards Re-order Information:

Image and Judges’ Awards:

These awards were handled by Awards4U on Lafayette Street. In order to get the proper pricing, please contact Justin Varn to eliminate any confusion.

• Image Award price: $40.81/each plus tax
• Judges’ Award price: $20.86/each plus tax

Awards of Distinction

These awards were handled jointly by the State office and Awards4U. In order to obtain the certificate, please contact Chris Carroll in the FPRA State office at 941.365.2135 ext. 306. Please email CapChapImage@gmail.com for any necessary assistance.

Once you obtain the certificate from Chris, you may bring it to Justin Varn at Award4U who can get the proper plaque and mount the certificate for you.

• Price of certificate: $5/each plus shipping and tax
• Price of plaque and mounting: $27.95/each plus tax

Grand Image and Grand All pyramids

Please email CapChapImage@gmail.com for assistance with these orders.

The post 2013 Image Award Winners appeared first on FPRA Capital Chapter.

Marketing pro’s think in terms of sales pitch and incentives, and are tempted to think there’s nothing to add once they can say “This is a great idea and the creative people will make it a beautiful idea”. It’s possible, that crucial marketing decisions are being abdicated …who does the message target, and how will the design package reinforce an effort aimed at that particular group?

Questions about color come into play at exactly this juncture, and neither the client nor the designer are well situated to deliver all the answers. The marketing pro still has work to do. Here are things to remember:

•  People easily remember information presented graphically, (hence the burgeoning infographic industry), and more so if that information is conveyed in a truly coherent manner. Compatible color across the project is a crucial step.

•  Clients may have pre-exisiting messaging and collateral beyond the project at hand. The tone they have (hopefully) established should be carried forward.

•  Different demographics respond to color in different ways. Do some research.

•  Colors can be emotional Hot Buttons. Green=Eco, Red=Passionate, Blue=Stable, etc. Do some more research.

These are considerations somewhat apart from the creative steps in the job, and a hardworking marketing pro won’t just leave them on autopilot. Get the information you need from the client and convey it, with your own input, to the creative types. Then, stay calm and umpire on.

The post Colors and Marketing appeared first on FPRA Capital Chapter.

Applications will be accepted from FSU, FAMU, and TCC students interested in pursuing a  career in public relations (though all majors are eligible to apply).

Scholarship Deadline: All application requirements are due Wednesday, April 17, 2013 at 5 p.m. Winner will be announced at the April 24, 2013 student FPRA end of year social.

Additional requirements and entry information is available here.

The post Spring Scholarship Opportunity for Students appeared first on FPRA Capital Chapter.

He offered a four-point strategy that can be applied in many aspects of our lives – personal or professional:

• Expect success
• Focus on your strengths
• Pay attention to the details
• Leverage relationships

Quick takeaways from my notes on Steven’s talk that each of us can keep in mind when facing challenges:

• Expect success: Go into a situation, project or challenge with the mindset of a successful outcome. Stay positive and envision the outcome you want to see take place.
• Focus on your strengths: Under pressure, people tend to remind themselves of their weaknesses. Overwhelming yourself with the areas you know you don’t do well in won’t help you focus on finding the answers you need to move forward. Instead, focus and invest in your strengths. Steven suggests using the 80/20 rule: spend 80% of your time or energy on your strengths, and only 20% on your weaknesses. Your strengths will get you through to where you need to go.
• Pay attention to the details: The details of a situation often give us the insights and answers we need to figure out how to proceed or what to do next. Pay attention to the signs you might not be noticing amid the chaos or stress of the moment.
• Leverage relationships: Don’t go it alone. Work with the people you know and trust. Success is built through the spirit of collaboration, dialogue and partnership. Each of us alone can’t have all the answers, skills or knowledge to find the victories or solutions we seek. Community (whether that be two, three or more people) makes a difference.

You can follow Steven on Twitter: @stvntmoore.

Steven Moore’s handout: Overcome the Everest

The post Four Approaches to Overcoming Adversity appeared first on FPRA Capital Chapter.

Consider filling out a Leadership Interest Form indicating the areas in which you would like to get more involved during the 2013-2014 board year, let by incoming president Sandi Poreda, APR.

Complete forms are due to Immediate Past President Amanda Fliger, APR by Friday, April 26, 2013.

The post Become a CapChap Leader! appeared first on FPRA Capital Chapter.

Focusing on the importance of building relationships with influencers, Jason broached a complex concept from a practical, solution-driven approach, emphasizing the most important aspect of influencer marketing, people.  Defining “influence” simply as “the ability to move people toward valuable action,” he clarified how the different types of influencers could provide different strengths when advocating for an organization or cause. While celebrities and publishers provide more impact and less influence, fans (i.e. stakeholders) and friends provide less impact and more influence.

Approaching the cultivation of relationships with influencers from the position of courting major influencers like bloggers, Jason highlighted some key points to focus on that lead to more positive, enduring and mutually beneficial relationships for all parties. His 6 key points were as follows:

1. Focus: Keep focus on key topics.
2. Research: Do your research.
   e.g. using things like Klout, Little Bird, Peer Index, Amazon and Google.
3. Refine: Refine your search through your research to focus on your key influencers.
4. Relationships: Build long-term relationships by knowing your influencers’ content, participate, know their ecosystem (their partnerships and activity), say hello and provide support.
5. Activation: Give your influencers first access, feature them, involve them and tailor the ask (keep it relevant to them).
6. Follow-up: Continue to be a resource to your influencer, monitor, answer questions, get feedback, say thank you and syndicate.

To connect with Jason, follow him on Twitter (@JasonKeath) and to learn more about Social Fresh visit: socialfresh.com or follow them on Twitter (@SocialFresh).

View his presentation at: http://slideshare.net/jakrose/influencer-marketing-16679066

The post February Membership Meeting: A Fresh Perspective on Influencer Marketing appeared first on FPRA Capital Chapter.

Why enter?

Whether you are looking to enhance your reputation in the PR industry, establish bragging rights or simply impress your boss, winning an FPRA Image Award is a great way of getting your name out there.

Who are the judges?

Submissions will be reviewed by APR-certified professionals from FPRA chapters other than your own.

What do you win?

• Image Award — given to top-scoring entry in each category.
• Award of Distinction — given to entries that meet standards established by the judges’ panel.
• Judges’ Award — given to entry that achieves the most results, with the least amount of money spent.

The Two-Page Summary:

The summary is perhaps the most important section of your entire submission, because it encapsulates your entire argument and is the first section the judges will review. Pay special attention to the judging form to ensure you are meeting all requirements and expectations. When explaining the tactics used to implement your program, focus on the innovative, rather than the use of common devices such as press releases.

The Notebook:

Amanda noted that one area where many first-time competitors make mistakes is the objectives portion of the notebook. It is important that your objectives are backed up by quantified data. Without measurable evidence, an objective cannot be evaluated at the end of the campaign. If your objective is lowering your budget, break down the numbers to show how you pulled it off, making sure to put a dollar amount to the time spent devoted to your objective.

She also recommended numbering the objectives so that you can number the tactics used to achieve the objective accordingly. Connecting the dots between objectives and evaluation is important so that the judges don’t have to do the work themselves. It is also important to place special emphasis on innovative techniques you used to achieve your objective in the notebook, just as you did in the summary.

Best of luck to everyone submitting entries to this year’s FPRA Image Awards. Remember to always accentuate the positive!

The post 2013 FPRA Image Awards Submission Workshop appeared first on FPRA Capital Chapter.

On Thursday, January 17th, the Capital Chapter hosted a half-day seminar entitled “Cultivating a Powerful Reputation: Lessons in Branding.” One of the presentations, led by Michelle Ubben, Chief Operating Officer of Ron Sachs Communications, and Steve Murray, Communications Director of the Florida Department Veterans’ Affairs, focused on overcoming challenges when rebranding an already established brand, with a special focus on the FDVA rebranding effort.

Michelle started off with an introduction on what branding is all about.. She said when we think of the term “branding,” the original image conjured in our minds was that of a glowing poker searing a permanent “brand” into livestock in order to help identify the owner. In this modern era, however, “branding” is a word that encompasses numerous techniques related to the appeal and accessibility of a product to its intended user. Consumers choose which “brand herd” they want to belong to.

Michelle and Steve Murray then discussed the rebranding process, which included the following steps. Along the way, Michelle demonstrated the process using the “Brandyland” board game handout.

FDVA’s rebranding was prompted by difficulties the organization was having with connecting veterans in search of aid to available federally funded services.

Creating a new logo. The red, white, and blue motif appealed directly to those who most embody the American spirit- the veterans who risked their lives to defend this country.

A New Slogan: “Honoring those who served U.S.”

Defining brand personality: Passionate, active, outspoken, bold, wise, and trustworthy

Creating a new mission statement: “To advocate with purpose and passion for Florida veterans and link them to superior services, benefits and support.”

Overhauling the FDVA website. A website that had become crowded, convoluted and confusing was completely revamped, providing veterans with a much more straightforward and painless online experience.

Getting the word out. The creation of a mobile app, a brochure, the production of multiple public service announcements, and the establishment of a social media presence were vital to the success of the rebranding effort.

All in all, the rebranding event was a great success. Thanks to the efforts of Michelle and Steve and all others involved, page views to the website increased by 8,000, while website “visit duration” decreased by 4.5 minutes due to easier navigation. The newly established Facebook page has an average daily reach of 12,111 and since September 5th, 2012 there has been an increase of 2,305 new newsletter subscriptions.

To read Michelle’s article, “What Public Sector Agencies Can Learn From Private Sector Branding,” click here.

The post January Presentation: Rebranding an Established Brand appeared first on FPRA Capital Chapter.

The purpose of the award is to recognize a member of the Capital Chapter for his/her outstanding contribution to the Chapter and the field of public relations. This year, the Stanley Tait Professional Award will be presented during the Image Awards ceremony in April.

Criteria for Nomination
• Must be a member in good standing
• Must be an FPRA member for a minimum of seven years
• Must have made outstanding and long lasting contributions to FPRA and to the public relations profession in ways other than as an FPRA or Chapter officer

Nomination Form

Name of Nominee:
Number of Years in FPRA:

1. Describe the outstanding and long lasting contributions this member has made to FPRA in ways other than as an FPRA or Chapter officer.

2. Describe the outstanding and long lasting contributions this member has made to the public relations profession in ways other than as an FPRA or Chapter officer.

3. To what other groups has this public relations professional volunteered his/her time and expertise to make a difference?

4. What honors and awards has this public relations professional received?

If necessary, please add a one-page, double-spaced typed rationale for this nomination.

Send form and rationale by 5 pm on Friday, March 8, 2013 to: Nanette Schimpf, APR, CPRC at nanettes@moorecommgroup.com or fax to 850.224.9286.

The post Stanley Tait Professional Award for Service appeared first on FPRA Capital Chapter.

One of the highlights of the Capital Chapter was when Dr. Edward L. Bernays, who is often referred to as “the Father of Public Relations,” stopped in Tallahassee on his way to speak at a Counselors Network meeting in Jacksonville. It was the early 90s and Bernays was 100 years old. After he spoke to the chapter members at the monthly luncheon, Jay Rayburn arranged for Bernays to speak to his PR class, and then the chapter held a reception for him with “senior-level” members at the old Radisson (now the Hotel Duval).

And who can forget the election debacle of 2004 during April Salter’s, APR, CPRC year as chapter president. After brainstorming with a couple of senior members, she offered chapter members a TOUR OF THE MEDIA ENCAMPMENT. Here’s a copy of the email that was sent out:

“If you’ve never been at ground zero on a national news story, join us tomorrow morning (Wednesday) at 9:00 a.m. for a tour of the media encampment and reception area here in Tallahassee. There are more than 300 media credentialed for the next several days and it should be interesting and informative. We estimate the tour will take 1.5 – 2 hours. Email back to me with a YES in the subject header if you would like to participate. The first 15 FPRA members who respond will be included. Sorry to have to limit it, but it’s a zoo out there and we’re being given a huge opportunity!” Needless to say, the “several days” turned in to several months, but the media eventually went home.

Over the years the Capital Chapter has seen a number of members receive state recognition with five members receiving the highest honor, the Dillin Award including April Salter, APR, CPRC (2012), Rick Oppenheim, APR, CPRC (2005), Jay Rayburn, APR, CPRC, PRSA Fellow (1996), Edward D. Whittlesey, APR (1992), and Stanley Tait, APR, CPRC (1990); one Doris Fleischman Award honoree, Rachel Smith, APR, CPRC in 2010; and two State Members of the Year, Rick Oppenheim, APR, CPRC, in 2012 and Jay Rayburn, APR, CPRC, PRSA Fellow in 1991.

Eight members have served as FPRA state president with the latest being Melanie Mowry-Etters, APR, CPRC, CPM in 2012. Melanie shares a highlight of her time as chapter president, “During my year (2002), the chapter won Chapter of the Year, plus three other statewide awards, when not many were handed out. They were the President’s Award for Membership Development and Retention, Accreditation, and Best Newsletter.”

Other former chapter leaders share their favorite memories, with another former state president, Rick Oppenheim, APR, CPRC starting things off. “The Capital Chapter won Chapter of the Year in 1988 when I was chapter president,” he says. “One of my favorite memories from my year was when we brought in the director of marketing for Sea World, which had just opened a new attraction, ‘The Penguin Encounter.’ He brought one of the Encounter’s residents with him, and our attending members got a kick out of watching him waddle around during the presentation. (FYI, they are very oily and smell like fish.)”

Former State President Janet Dennis, APR, CPRC, remembers, “In 1991, the Capital Chapter won the President’s award for Communication and Educational Relations. We asked all of our members to tell us about their volunteer efforts for any organizations throughout the year and found that FPRA members really give back to our community. This was before the coordinated effort now done by the Chapter to set aside a day for non-profits to get counseling in public relations from the pros (ER for PR). We also had very strong Accreditation/Certification programs run by the Capital Chapter that year.”

Jay Rayburn, APR, CPRC, PRSA Fellow, PhD, adds, “Well, it has been so long ago that I have forgotten most of what happened except that we got Most Improved Chapter at conference my year (1993).

“The Capital Chapter received the President’s award for the Most Improved Chapter in 1999 along with the Membership Award due to the outstanding growth of the chapter that year,” says Rachel Smith, APR, CPRC, “I believe we went from having 40-some members to 60-some and we were very proud. Now, we’re the largest chapter in the state with more than 120 members. We’ve doubled in size over the past two decades!”

“During my year as president (2004), we won the Chapter of the Year award,” says Jennifer Fennell, APR, CPRC. “We also redesigned our website to include a ‘members only’ section, started a special Lunch & Learn series that offered professional development opportunities outside the monthly luncheon, and founded the ‘9 to 5 Clothing Drive’ to collect professional clothing donations for those in need.”

“The high caliber of speakers at our monthly luncheons, the media coverage received, our community service activity, and outreach to local high schools helped position the Capital Chapter as an authority on public relations in the Tallahassee area during 2008,” says Betsy Couch, APR. “We also engaged senior-level members by providing a special networking opportunity with guest speaker Aaron Cushman, creating a Past-Presidents Luncheon where senior-level members were featured speakers, and by inviting them to serve as Image Judges, APR and CPRC panelists, and more.”

“One of the highlights that stands out for my year (2009) was a renewed relationship with the Tallahassee Advertising Federation,” says Terrie Ard, APR, CPRC. “I negotiated a partnership for their signature event. In exchange for the chapter promoting the event through traditional PR, we received half of the proceeds. Our Chapter earned $1,200 for a minimal investment of time. We secured three Chapter awards that year, two of which were the Networking and Fundraising awards for this non-traditional approach to strengthening our Chapter.”

“My year as President of the FPRA Capital Chapter was one of the best years of my entire life!” says Heidi Otway, APR. “It was the first year our chapter embraced social media to reach members and promote chapter activities to a wider audience. The results were impressive: we had a record number of members – over 125 – and nearly half were engaged in the Chapter through our expanded professional development opportunities and programs. At conference, I was named Chapter President of the Year and my awesome board helped us secure two President’s awards – Integrated Communications and Professional Development. To close out my year, our firm took home the Dick Pope All Florida Grand Image Award. As I said, 2010 was one of the best years of my life, and it was truly because of FPRA.”

Amanda Fliger, APR shares her thoughts on more recent history, “The highlight of my year as the president of the Capital Chapter (2012) was sponsoring the Jim Moran Institute (JMI) for Global Entrepreneurship Advice Straight Up event featuring best-selling author and social media guru Chris Brogan and Senior Marketing Manager for PepsiCo Rami Jobaji. This sponsorship allowed the chapter to provide our members with an added benefit – an additional networking opportunity with the special guest speakers.”

The Capital Chapter continues to grow and has new horizons to explore as we continue offering professional development, and other networking and community-oriented opportunities to chapter members.

The post The History of the Capital Chapter appeared first on FPRA Capital Chapter.