Member Highlight: Meet Lauren Toner
Lauren’s PR Journey
Why did you join the FPRA Capital Chapter?
I first became involved with FPRA as a PR student at Florida State University. While I was in school, I had the privilege of learning from the late Dr. Jay Rayburn, who served as division head of the Integrated Marketing Communication program.
When I graduated and joined the team at SMPR, it was a no-brainer to join the Capital Chapter as a professional member. Now, I often work with PR students who are FPRA Student members through our internship program here at SMPR, and I love seeing their involvement. Full circle!
What do you enjoy most about being involved as a member?
There are so many things to love – the community, professional development, annual conference, awards. But two things that stand out to me about the Capital Chapter are the programming and the ER for PR event. I have really enjoyed the monthly programs our executive boards have produced over the years. The topics are always relevant and interesting, and allow me to sit back for an hour or so to learn about something I wouldn’t normally be exposed to or that is creating buzz in
our industry. In 2024, I participated in my first ER for PR as a “medic” and had such great time. It was so fun to dive deep with a local nonprofit and help them level their organization through communications and marketing planning. Shoutout to REfire Culinary!
What is one PR or marketing project you have worked on that you’re most proud of?
A few years ago, I led a large paid media campaign in Broward County to educate the public on opioid and fentanyl prevention and use. The campaign encouraged individuals to reach out to the local 2-1-1 website and hotline to receive substance abuse help and resources. This campaign utilized all types of paid media – everything from primetime linear TV to bus benches to social media to weekly newspapers. I had three weeks from the start of the project to get ads up and
running. I then coordinated placement simultaneously across 19 different advertising vendors for six months. It was a whirlwind to say the least, but very exciting to see it all come together. During the campaign period, the helpline saw a 23 percent increase in substance use related calls. This is exactly the kind of work I love to do. Helping good causes win and making a true difference in the lives of Floridians.
What is your favorite hobby or something unique about you that FPRA members may not know?
I’ll give you two truths and a lie:
- I’ve celebrated St. Patrick’s Day in Ireland.
- I once shared an elevator with Jamie Lynn Spears.
- I am a relative of one of the Backstreet Boys.
More About Lauren Toner
Lauren Toner serves as marketing and advertising director at SalterMitchell PR. She implements strategic marketing campaigns that leverage traditional, social and digital media channels to reach highly-targeted audiences. She also engages her writing skills to develop brand platforms and advertising creative. An all-around communicator, Lauren has worked with clients at the state, regional and national levels to lead paid advertising campaigns, conduct formal research, and develop optimized website content.