PRSA Tampa Scholarship Winners lead the way to Walt Disney World!

Its summer time and Florida is heating up with the 2015 PRSA Sunshine District Conference in Orlando at the Walt Disney World Yacht and Beach Club Resort July 16-18.

PRSA Tampa Bay is proud to announce our 2015 PRSA Sunshine District Conference scholarships winners Jennifer Lane, Marketing Coordinator at Franklin Street and PRSA Tampa Chapter Secretary, Laura Fontanills, APR with B-2 Communications and local PRSSA Liaison.

Jennifer Lane       
Jennifer Lane                                      Laura Fontanillis

The two-day conference is a premier event hosted by the Orlando Regional PRSA Chapter that features public relations professional networking, as well as workshops to develop and enhance current knowledge in areas such as crisis communications, social media, and more. Along with the workshops, speakers from various companies like The Coca Cola Company and Walt Disney World will be attending. Breakout out sessions will also accompany this highly informative annual conference.

Our winners will be active on social media, as well as blogging to share their experience and highlights of the conference so other members can follow along. I was able to ask Jennifer recently what she looked forward to most about attending the conference, she mentioned that it was her third year attending and was excited to learn more about the latest technology including creative strategies that are currently trending in the public relations industry. Jennifer offered some great advice to those who are interested in submitting an application for the scholarship for the conference next year, she said, “try to add your PRSA experience and dedication and how you want to get more involved. Lastly, show how you will improve not only your career but also help others around you with that information.” We are very proud of our scholarship winners and know they will have great time! A little Disney magic mixed with the 2015 PRSA Sunshine District Conference event held by PRSA will be a great way to highlight their summer!

If you are interested in learning more about the conference or attending, please visit this link for more information.

If you are interested in learning more about the scholarships, please select the links below

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Proof Positive: How to Edit Your Own Copy

By Joseph Priest, Corporate Writer, Syniverse

You’ve just hammered out a difficult news release, beat your deadline by an hour and left yourself one last opportunity to polish your work before you submit it. But you don’t want to proof this yourself after being so close to it, and you don’t have any co-workers available to look at it before deadline. What can you do?

It takes a village to raise a child, and bringing in a cold eye to proof your work is without a doubt the best way to ensure accuracy, clarity and quality in your writing. But when this isn’t possible, there is still a way you can proof your own material effectively. In my 15 years as a writer and editor, I’ve developed five central guidelines that I use to review my own copy as best as possible.

No matter how well-written a document is, a single mistake can eclipse the quality of the rest of the communication and become the thing that the readers remember the most. Regardless of how long you’ve worked on a document or many times you’ve reviewed it, if you’ve made any recent changes to it or are not 100 percent sure it reads flawlessly, it’s important to sweat the details with one final proof and not settle for anything less than perfection. These guidelines will help.

  1. Rest between writing and proofing - Once you’ve finished a piece, take a break from it for as long as possible to give your mind time to forget about it and fill itself with other thoughts. This distance will allow you to come back to proof your piece as objectively as possible.
  1. Change environments - Before you begin proofing, find a space away from your normal workspace – an empty conference room or a bench in an open area, for example – that will allow you to get away from the usual email, phone and people distractions. Not only will this change of location allow you the quietness to concentrate more easily, it will take you away from the comfort zone of your familiar computer, desk and chair to give you that extra sharpness to scrutinize copy better.
  1. Proof on hard copy - This could be the single most important guideline for proofing. Always review your work on hard copy. Proofing on hard copy allows you to read a printed text more naturally, enabling you to look down to read instead of looking horizontally. It also lets you take printed text with you to an optimal location for reading, and it helps you review with a keener eye because you’re breaking away from that familiar and comfortable computer screen.
  1. Read out loud - Similar to reviewing on hard copy, this can prove an invaluable aid that enables you to see your work from a different perspective and judge it more objectively and minutely. By rendering your piece in an oral format, you can take advantage of a different one of your five senses to pick up on errors, discrepancies and questionable passages.
  1. Proof at least two full times - Begin your proof with a preliminary skim of the document to ensure that major typographical features – such as font size, line spacing, text alignment and bullet indentation – are correct and consistent. Next, make one complete editorial read-through (pass), reading it at about the same speed and level of detail as your intended audience will upon first reading. Then make your second pass, reading v-e-r-y slowly to scrutinize and ponder everything from spelling and punctuation to grammar and word order, and also to look for errors that you may have missed on the first pass and to fix any errors you may have introduced on your first pass.

Do you use any similar guidelines yourself? Would you add any guidelines to this list? Email me at to let me know.


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Welcome New Members, May 2015

Welcome PRSA Tampa Bay new chapter members!

Patty Kim
Public Relations Manager
Moffitt Cancer Center

Meredith Holland
Public Relations Account Manager
St. John & Partners

Kevin Wiatrowski
Media Relations
Visit Tampa Bay

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May Program Offers Universal PR Advice from Healthcare Experts

By Erica Everett, USF PRSSA Chapter Member

John Dunn, APR, director of public relations at Tampa General Hospital, opened up the panel discussion by asking, “‘I’m sorry’ – What does it really mean?” Using examples of hospitals that fail to meet an effective apology, Dunn explained the difference between being sorry and an apology and how that can affect the outcome.

“’Sorry’ is not an apology. An apology is a communication expressing fault or admission of a mistake,” said Dunn. “It takes a long time to build trust and only one instant to destroy it.”

According to Dunn, there are four components of an apology that are applicable to all facets of PR: Empathy, compassion, admission of fault, and how to prevent it in the future.

May program panelists John Dunn, APR; Alicia Argiz-Lyons; and Chris Duffy share important best PR practices for health care professionalsMay program panelists John Dunn, APR; Alicia Argiz-Lyons; and Chris Duffy share important best PR practices for health care professionals

Christine Duffy, vice president of U.S. Health Care Provider Practice at Hill+Knowlton Strategies,  tacked on to Dunn’s message with an approach on “Aligning Industry Trends To Thought Leadership.”

Duffy communicated that it’s important to establish communication pillars to leverage expertise and focus resources when implementing a successful leadership campaign. Her four-step process is to identify the industry trends, research media coverage, analyze coverage and develop insights, and lastly, identify pillars for a proactive outreach.

Alicia Argiz-Lyons, director of development at Shriners Hospital for Children, drove the talk home, touching on the subject of re-branding. Until recent years,  Shriners Hospital for Children provided free medical services to its patients for 90 years. The hospital recently launched Fezzy the teddy bear as Shriner’s new mascot in transition to this newer image.

The discussion opened up to the event attendee’s diving further into questions about the affects an apology has on an organization’s reputation and trust and even some questions asked via their twitter and Facebook channels.

The conversation will turn a new page at the PRSA and FPRA Annual Media Roundtable June 24, where PR professionals will get to build relationships with local media about and discuss how to work with them to generate media coverage.

PRSA Tampa Bay members and guests mingled at the Brio Tuscan Grille dining room for its “Universal Lessons from Healthcare PR Pros” luncheon.

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Join PRSA as a Group and Save Big in May!

To celebrate the upcoming Memorial Day holiday, the PRSA Group Member Program is offering a special promotion for all New Group that join PRSA between May 8 and June 5. New group members can take advantage of the following discounts:

  • FREE initiation fee for all new members (a $65 value)
  • FREE reinstatement fee for returning members in the group (a $35 value)
  • FREE professional interest section dues for one year for all members of the group (a $60 value – excludes Counselors Academy)
  • FREE chapter dues for one year for all members of the group (dues vary per chapter – Tampa Bay dues are $50)

There are several advantages for employers who join PRSA as a group, including:

  • Single Invoicing - Make a single payment each year for group members' dues, rather than numerous individual payments.
  • Transferability of Membership - Each membership within a group is easily transferable. This is convenient when an employee changes departments or leaves your organization.
  • Ease of Adding New Members - PRSA will prorate the dues to maintain the same term year and renewal date.
  • Employer Posting Opportunities - Receive discounted or free postings on PRSA's career and employment website, the PRSA Jobcenter.
  • Listings in Online Organization Search - Take advantage of complimentary listings in our Find-A-Firm Directory.
  • The Best Pricing on PRSA Events - Save on registration for on-site training at the annual PRSA International Conference, as well as various specialty conferences and seminars throughout the year.
  • Geographic and Sector-Specific Networking - Membership to specialty communities, such as our local Chapters or Professional Interest Sections, is provided according to group size.

To learn more about group membership, visit To join PRSA as a New Group, please contact for the next steps.

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Welcome New Members, April 2015

Welcome PRSA Tampa Bay new chapter members!

Kourtney Berry
Assistant Account Executive
Hill+Knowlton Strategies

Timothy Cook
Managing Director, Corporate Communications

Barbara St. Clair

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Agency Leaders: Grow Your Business by Knowing Your Worth and Creating Value

For anyone running and growing a business – public relations agency leaders included – you must be able to recognize and express your worth and the value your firm brings to clients. If this is unclear in your mind or you are not able to communicate it effectively, you run the risk of giving things away instead of growing a successful business.

Tap into your inner CEO to identify your worth and make the money you deserve by following these tips:

Understanding Your Worth
As the leader of your firm, your time is extremely valuable – and it’s your most precious resource. In your industry, time is literally money. Do you know your worth and is your firm set up to help you realize it?

Let’s imagine you want to have a personal annual income of $200,000 – that means you value your expertise at that amount. Now multiply that by three, and $600,000 is roughly the amount your firm should be billing to support your desired income. Further calculations, including taking into account all of the business expenses associated with servicing clients, will lead you to a solid understanding of where you should set your billing rates so your perceived worth becomes a reality.

Also, take a good look at how you and your firm are spending time. Is every activity, every networking event, every volunteer opportunity, even every client, ultimately contributing toward the goal of making what you’re worth? If not, consider how you can delegate or even suspend tasks and activities that will distract from achieving that goal.

Creating Value
Once you have a firm grasp on your worth, the next step is being able to communicate that to a client or prospect so that you don’t give away your time. Giving away your services is the quickest way to slow or reverse your business growth. You have something of value – do not give it away!

When working to create value for your agency, it’s critical to understand that people buy the why and the results. The why means that when you meet with prospects, you need to clearly articulate why they need your services, why they should work with you and your firm, and why they need to get started now.

The results means you clearly express to prospects what kind of results they can expect if they work with you – this helps to create value in the prospect’s mind. However, this does not mean you should sit with a prospect and give him or her a bunch of ideas for free. Instead, share examples of results you’ve gotten for other clients so they can understand the types of results they can expect if they hire you. You want to clearly illustrate the ROI you will bring the prospect without giving away your valuable time and ideas.

Knowing your firm’s worth and creating value so you can get paid what you deserve are two essential keys for unlocking business growth. Here’s to bringing out the CEO in you!

About the Author:
Juliann Nichols is the CEO of Focus On You Strategy. She combines an open and welcoming personality, contagious sense of humor and astute head for business that has propelled her to be consistently approached as an expert in personal and business branding and being the CEO of you. She can be reached at (813) 609-2223 and

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Turning Bad Reviews into Positive Promotion

By: Aroushad Tahsini, University of South Florida PRSSA

Bad reviews in any industry, specifically the restaurant industry, are inevitable. But your response can decrease negative criticism and help maintain a positive reputation for your brand.

PRSA Tampa Bay members and guests met at Datz Deli to hear a panel discuss how to respond to reviews on social media. Panelists included Suzanne Perry, owner of Datz, Jennifer Vickery, president and CEO of National Strategies PR, Brett Nehls, senior community manager of Yelp Tampa Bay and Lauren Cresta, digital marketing manager of Bonefish Grill.

So how can you navigate reviews on social media?
1)     Handle the situation promptly. It’s easier to alleviate a problem immediately rather than wait until it escalates. Perry explained that every table at Datz has a card that includes funny suggestions such as crumpling the card and throwing it at a manager. She admits the method is risky, but it also encourages unhappy diners to contact management right away if there is an issue.

2)     Track online reviews: Both Perry and Cresta use software to collect online reviews. They are updated quickly and know when a client is unhappy.

3)     Apologize: Try to acknowledge that person’s point of view. If the situation were reversed, what would you want to see? Apologize immediately and promise to work on a solution.

4)     Use discretion with private or public responses: It really depends on your team whether or not you want to address a review publicly or privately. Perry usually responds privately and publicly to posts, while Cresta usually responds privately due to the large scale of Bonefish.

5)     Politely address corrections and disgruntled comments: Sometimes reviewers make incorrect or frustrating remarks. Nehls highly recommends politely correcting the comment and avoiding rude responses.

6)     Encourage direct communication: In order to diminish negativity on social media, Cresta and her team invite clients to contact the company directly.

7)     Be yourself: Formality is not necessarily the right tone to use in every situation. Vickery suggested that you tailor your responses to suit your publics’ and organization’s personality.

8)     Appreciate good reviews: When clients leave good reviews, be sure to thank them. It makes them feel appreciated and shows good customer service.

Guests also enjoyed delectable treats and beverages provided by Datz.

The next PRSA Tampa Bay event is the membership picnic at Picnic Island Park in Tampa on Saturday, May 2 from 10:30 a.m. – 2 p.m. Tickets are free for members and family and $10 for guests. Please RSVP by April 30.

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New & Current Members Save on Section Membership In April

Help your public relations career bloom by joining PRSA Tampa Bay this spring. PRSA is offering a free one-year section membership, a $60 savings, when you become a national member. Just use the code MAR15.

Professional interest sections include:

  • Association/Nonprofit
  • Corporate Communications
  • Counselors to Higher Education
  • Educators Academy
  • Employee Communications
  • Entertainment and Sports
  • Financial Communications
  • Health Academy
  • Independent Practitioners Alliance
  • New Professionals (less than 3 years’ experience)
  • Public Affairs and Government
  • Technology
  • Travel and Tourism

PRSA provides public relations and communications training to help you keep your skills sharp and advance your career. Members have access to dozens of free live or on-demand professional development webinars. And our local chapter, PRSA Tampa Bay, provides monthly programming.

Current or renewing members can also take advantage of the savings. PRSA is offering $20 off section membership. Just use the code SEC15. Note: Discount cannot be used toward an existing section membership.

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Differences between American and British English That PR Pros Should Know

By: Joseph Priest, Corporate Writer, Syniverse

If you were working for a British-English-speaking company or customer, would it be correct to write “She expects to send it towards the end of April” or “She expects to send it toward the end of April”? Or “He traveled there last year” or “He travelled there last year”? How about “That team is able to do anything” or “That team are able to do anything”?

English has become the lingua franca of the global economy. However, this language has two major forms: British English, used in the U.K. and many former British colonies, and American English, spoken mainly in the U.S. In fact, according to the CIA World Factbook, English is now the official language of at least 50 of the 240 countries and territories listed in that resource. Yet many if not most of these countries and territories, including such economic leaders as Canada, Australia, India, Singapore, and South Africa, use British English.

Although American English and British English are generally interchangeable, there are enough differences to occasionally cause awkward errors in communications created by or targeted to speakers of both language forms. And in an increasingly globally integrated business world where British-English-speaking countries are forming a greater part of the mix, it’s important for PR pros to be as adept as possible with both forms of English. (By the way, the correct answers to the questions in the first paragraph include the sentences with the words “towards,” “travelled” and “are.”)

To help PR pros navigate these differences, below is a rundown of differences between common American English and British English words and usages that can cause confusion, along with a few resources that can provide further guidance. Having an awareness of these will help your work be that much more accurate and effective in a world where British English represents a significant part of business communication.

Different Words with the Same Meaning

American English

British English 

calendar (appointment book or day planner)




anchor (for a news media outlet)


check mark


cool (in the sense of “excellent”)








period (punctuation mark)

full stop



program (plan)



CV (curriculum vitae)





zee (pronunciation of the letter “z”)


Note: The words on the right above represent words commonly used in place of the words on the left, but they are not necessarily the only words used in place of the words on the left.

Words with Different Spellings

American English

British English









check (bank payment)













per cent











What Day?

In American English, the month-day-year format is used to write dates. In British English, it’s the day-month-year format.

  • American: Jennifer is coming on May 13, 2015.
  • British: Jennifer is coming on 13 May 2015.


No Periods, Period
In American English, abbreviations such as "Mr.," "St." and "Dr." are properly written with a period. In British English, these are typically written without a period. This latter usage follows the rule that a period is used only when the last letter of the abbreviation is not the last letter of the complete word.

  • American: Mr. Carlin and Dr. Fox arrived late.
  • British: Mr Carlin and Dr Fox arrived late.

You Can Quote Me on This
In American English, periods and commas are always enclosed in closing quotation marks. Colons and semicolons always follow closing quotation marks, and question marks and exclamation points follow unless they are part of the quoted matter. In British English, however, only those punctuation marks that appear in the original material should be enclosed in quotation marks.

Additionally, in American English, single quotation marks are only used to enclose quoted content within a larger piece of quoted content, or in certain typographical styles, such as for headlines. In British English, though, the practice is generally the reverse: single quotation marks, also referred to as inverted commas in British English, are used as double quotation marks would be in American English, and double quotation marks are used to enclose quoted content within a larger piece of quoted content.

  • American: “I won’t go,” Marissa said.
  • British: ‘I won’t go’, Marissa said.


  • American: What time does this “Twitterthon” start?
  • British: What time does this ‘Twitterthon’ start?

One or Many?
In British usage, collective nouns that represent groups of people often take a plural verb.

  • American English: I think the government is on the right course.
  • British English: I think the government are on the right course.

Where to Turn for Help
Here are some handy resources to help distinguish differences between American English and British English words:

Have a question about a difference between American and British English? Please send it to me at



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