Professional Development Day returns to Tampa International Airport on August 20, 2026 offering attendees an invigorating experience filled with tactics and techniques to sharpen their skills as communications practitioners. 

We're now accepting speakers for PRSA Tampa Bay’s Annual Professional Development Day! 

We’re seeking engaging speakers and industry experts to share actionable strategies, emerging trends, case studies and career insights with PR, marketing and communications professionals from across the Tampa Bay region.

Whether your expertise is in media relations, crisis communications, AI, social media, internal communications, branding, leadership or integrated marketing, we encourage you to submit a proposal and help shape this year’s programming.

Interested in presenting? Submit your speaker application by June 30.

This event regularly sells out, so attendees are also encouraged to reserve their spot early.

At KPS3, we believe the most powerful thing a brand can be is human. Not accidentally. Not occasionally. But intentionally, consistently and on purpose.

So, who are we? We’re a 35-year-old integrated marketing and communications agency that blends strategy, brand, public relations, influencer marketing, digital marketing, web dev and creative to help organizations show up in ways that actually connect. We’re not just here to make things look good. We’re here to make them matter.

Who do we serve? Brands and organizations that care about more than just impressions and clicks. From travel+tourism and B2B SaaS to nonprofits, healthcare and industrial real estate, we partner with clients who want to build real relationships with their audiences.

And what do we actually do? A little bit of everything, by design. Campaigns that move beyond awareness and drive action. Growth marketing that connects strategy to real results. Media relations that tell stories people want to read. Content that feels less like marketing and more like conversation.

A few examples of that in action:

• Powering website and growth strategies for PeopleGrove that help institutions better connect with their communities.

• Leading thoughtful, multicultural campaign work for the Nevada State Office of Epidemiology to educate and inform around mpox prevention (a PRSA Silver Anvil finalist).

• Sparking curiosity and driving visitation for destinations like Visit Santa Maria Valley, Reno-Tahoe Territory and Discover Kalamazoo through PR and marketing that makes people want to pack a bag and explore.

• Supporting Liberty Dogs™ in telling stories that honor service, build awareness and deepen impact for Veterans with PTSD.

• Continuing an 11-year partnership with the National Council of Juvenile and Family Court Judges, serving as a media expert resource and thought leader in the judiciary for children and families who seek justice.

Being Human. On Purpose. means we ask better questions. We listen closely. We challenge assumptions. We dig deeper to find the story underneath the story, then bring it to life in a way that resonates.

As a sponsor of the PRSA Tampa Bay Chapter, we’re excited to connect with a community that believes in the power of communication to build relationships and drive impact. No matter where we are.

Because at the end of the day, the best work isn’t just seen or heard. It’s felt.

Want to chat? Contact Chrisie Yabu, APR, director of public relations at KPS3 and PRSA Tampa Bay board member, at chrisie.yabu@kps3.com.

KPS3 is a PRSA Tampa Bay Bronze Sponsor.

We have another special member spotlight: Justin Herndon, APR. Justin is our 2025 PRSA Tampa Bay chapter President, as well as Director, PR & Enterprise Reputation at Thrivent. It has been a pleasure to serve on PRSA Tampa Bay’s board of directors under Justin’s leadership this year. He approaches his leadership role with the best mix of thoughtfulness and humor.

If you’ve attended any of our excellent programming so far this year, you’ve gotten to hear from Justin but we thought you’d like to get to know him a little better with this Q&A.

Q. Why did you want to become PRSA Tampa Bay chapter president?
A: This was a continuation of serving the local chapter, which is entirely reliant on volunteer leaders for all of our committees and organizational tasks. Any time you see an event or even an email about PRSA Tampa Bay, it’s because of a volunteer. I’ve served in almost every capacity at the chapter level and thought I could still contribute in a meaningful way.

Q: What you most proud of from this year for our chapter and what are some of your goals for the rest of the year?
A: I’ve been really encouraged this year by the attendance at programs and the number of guests our members have brought into the local chapter. We’ve continued to have member mixers where people have stepped up to become volunteers in the organization. We also extended the entry period for our annual PRestige awards and got a great crop of incredible work from across the Tampa Bay area to honor with awards at our luncheon in November. I’m hopeful this will continue to grow for years to come, too.

Q: What's the first news outlet you read in the morning?
A: Axios – both Tampa Bay and National, mostly because it’s sitting in my inbox when I’m checking my phone while still in bed.

Q: What was your first job in PR?
A: I was employee #2 at a boutique PR firm in Tampa led by a former Fox 13 news anchor (Glenn Selig). He took a chance on me just as I did on him. We soon found ourselves representing Illinois Governor Rod Blagojevich and other high-profile newsmakers. It built a Rolodex in a hurry and sharpened my skills almost overnight. I had the street smarts from my time as a TV news reporter, but I learned a new appreciation for PR through that job. I then moved in-house at a couple of publicly-traded companies and now lead my own PR team at a Fortune 500 company, but none of it would have happened without taking that first leap. 

Q: Who is/was your most important career mentor and why?
A: There was a regional comms leader nearing retirement when I was at Allstate and he took the time each month to connect with me, even though I wasn’t on his team or in his region. We didn’t talk that much about the job, just about life. We caught up on each other’s lives and through those conversations, he would always find a way to relate something back to the role. It could be a philosophy or a past story, but it always seemed to be what I needed to hear in the moment. Beyond learning the ropes through storytelling that way, those conversations shaped how I would ultimately lead my direct reports – by listening to their stories and finding what’s important to them. Making those connections make the work easier and more fulfilling.

Q: What is your most rewarding accomplishment in PR?
A: Earning my APR during the pandemic. It was something I put off for years, but when I finally took the plunge, I saw how strategy played a role in success. I start almost every project or assignment with understanding the basic objectives and goals. I look for ways to benchmark and set measurable objectives so we can evaluate results. Seeing how my direct reports implement what we talk about and ideate around strategy will always be rewarding for me.

Q: What advice would you give to new public relations professionals?
A: Lead with empathy and listen to be the best colleague you can be. And, learn Generative AI. It’s no longer a nice to have. It’s an expectation of the job and you’ll be amazed at how much better of a PR pro it can make you.

Q: What job would you pursue if you weren't in PR?
A: I’d like to say professional golfer, but that would require me to be a much better golfer. So, I’d say lawyer. I was on the fence when I was going to college about pursing law, but as a first-generation college grad with piles of debt ahead of me, it made more sense to get in and get out as soon as possible.

Q: Do you have a favorite movie or book?
A: Shawshank Redemption is my number one and it’s not close. The writing, the pace, the storyline and plot twists all weave such an incredible story. I often quote lines from the movie (almost as much as Seinfeld lines).

Q: If you could invite any three people (living or dead) to a dinner party, who would you invite and why?
A: First, my grandpa Herndon who passed when I was just 20 years old and a sophomore in college. He had such an interesting life on a farm and raised my dad who influenced who I am today, so now as an adult I’d have so many more questions for him and be willing to listen to his answers. I’d also just like him to see how I turned out.

Second, my great grandmother and full-blooded Choctaw. I’d love to hear in her own words what living on the reservation meant to her, how her sense of family was built and to understand more about my own ancestry.

Finally, because we’d need someone to keep it light-hearted, Jerry Seinfeld – who can make nothing, something everyone will enjoy. But, if he’s unavailable, then Morgan Freeman could narrate the whole dinner.   

Our Tampa Bay chapter of PRSA has hundreds of amazing members with great experience and influence in the industry and I love meeting each and every member at events and over calls.

Did you know that one of our own is actually the primary communicator for PRSA? Linda Beltran, a long-time PRSA Tampa Bay member, was named to the role of Chief Communications Officer for the national PRSA organization this year.

I had the opportunity to connect with Linda and share her experiences with you. Enjoy this Q&A with our PRSA Chief Communications Officer:

Q: What was the path that led to you becoming PRSA's Chief Communications Officer?

A: My path to becoming PRSA’s Chief Communications Officer has been anything but linear. However, throughout my career, I have remained deeply committed to advocating for the public relations profession and helping others understand both what PR is—and what it isn’t.

I’ve spent the majority of my career in the hospitality industry, working for some of the world’s most respected luxury brands, including Fairmont, Ritz-Carlton, and Mandarin Oriental. These experiences gave me a strong foundation in brand storytelling, reputation management, and service-centered communication.

Along the way, I branched out into other industries, including live entertainment, high-tech, and social innovation. Whether leading communications for Disney On Ice, navigating global messaging at Oracle, or shaping strategic narratives at Hitachi, I had the opportunity to flex my skills in entirely new ways—always with an eye toward connecting purpose, people, and brand.

What ultimately drew me to this role was the opportunity to help shape the future of our industry. I’ve seen firsthand the power of strong, responsible, and inclusive communication across industries, and I’m honored to now be in a position to elevate that impact on our profession.

Q: What are some of the goals that you have for this organization and for your leadership role in it?

In 2027, PRSA will mark its 80th anniversary, so this exciting milestone will give us a platform and opportunity to honor our legacy and chart a bold, forward-looking course for the future of the association and the profession. It’s a chance to celebrate how far we’ve come, while reinforcing the continued relevance, value, and impact of public relations in an ever-evolving communications landscape.

In my leadership role, I’m committed to helping PRSA and its members navigate the transformative shifts shaping our industry. This includes promoting a deeper understanding of emerging technologies like AI…not as a threat to our roles, but as a strategic and integrity-driven tool that can strengthen our work, expand our capabilities, and enhance the value we bring to organizations and society.

I also want to ensure PRSA remains at the forefront of identifying and analyzing key industry trends, so our members are equipped to anticipate change, lead with insight, and stay ahead of what’s next.

Another important priority is to elevate and amplify thought leadership across the organization—starting with our CEO, members of the C-Suite, and our Board. By tapping into our collective expertise and diverse voices, we can position PRSA as the definitive authority on the practice and future of public relations.

And on a personal note, I’ve set a goal to earn my Accreditation in Public Relations (APR). I see this not only as a professional milestone, but as a meaningful way to demonstrate my deep commitment to the standards and principles that define our field.

Together, these goals reflect my passion for advancing the profession, empowering our members, and ensuring PRSA’s continued leadership for decades to come.

Q: What's the first news publication you read in the morning? 

A: In full transparency, I get all the headlines online, from a variety of apps on a local, national, and international level, including my hometown paper in California.

Q: What was your first job in PR? 

A: Just over a month after graduating from California State University, Fresno, I was hired as an administrative assistant for a high-tech PR agency, Tsantes & Associates. I worked there for two years and learned so much about my profession! I’m still in contact with many of my colleagues, especially the owner, John Tsantes…he was such a genius at our craft (he is now retired).

Q: Who is/was your most important career mentor and why? 

A: I’ve been fortunate to be influenced by so many individuals who have shaped my career and leadership style, so it’s not just one person, but an amalgamation of several people whom I admire and emulate every day. But when it comes to my work ethic, my most important mentors were my parents, who taught me the value of hard work, honesty, and kindness.

Q: What is your most rewarding accomplishment in PR?

A: I tend to focus on the journey as a whole, having experienced so many rewarding moments throughout my career. But if I had to pick one that I am especially proud of, it would be a Wall Street Journal article I pitched, on a cold call, about a motorcycle rally in my hometown of Hollister, California. The editor assigned me the story on the spot because he wanted a first-person perspective. It ran on July 23, 1997.

Q: What advice would you give to new public relations professionals?

A: “¡Si, se puede!” (“Yes, you can!”) I suppose that’s my standard advice, regardless of the generation. First: don’t compare yourself to others. No two people’s stories or trajectories are alike. Also, expect detours. Personally, I have had to navigate four layoffs, which I wouldn’t wish upon anyone. However, I can honestly say that each time I lost a job, I landed exponentially better. And, in some cases, it was a “push” that I didn’t know I needed. And, finally, believe in yourself, because if you are doing your best, the best you possibly can, you will never let yourself down.

Q: What job would you pursue if you weren't in PR?

A: I would have been a concert clarinet player. Music has always been a huge part of my life, and I worked very hard to be proficient when I was young. So, while my studies and life took time away from my playing time, it never diminished my love for music.

Q: Do you have a favorite vacation?

A: Japan. I lived there for two and a half years, and just recently visited (in June 2024) to show my husband the beauty of this country and its culture. I have long said, “Travel is the gift that you give yourself”, and I am grateful that my profession, coupled with my husband’s willingness to go anywhere, allows me to continue to explore new destinations – both foreign and domestic – on a regular basis.

Q: If you could invite any three people (living or dead) to a dinner party, who would you invite and why?

A: My mother (who lost her battle to cancer in June 2023), whom I miss every day; Freddy Mercury, quite possibly the best vocalist of our time; and Peyton Manning, a sports legend and seemingly kind soul…now THAT would make for some very interesting dinner party conversation.

—---

I enjoyed getting to know Linda better and hope that you have too! 

Take a moment to celebrate this: They are PR powerhouses talking about helping bring the Super Bowl, the NCAA Women’s Final Four and many high-profile sporting events to Tampa – and they are all women! PRSA Tampa Bay brought together local leaders for a panel discussion, “Game Plan: The Power of Sports PR in Tampa Bay,” on September 30. The event was held at the Children’s Board of Hillsborough County and gave members an insider’s perspective on what it takes to deliver successful events that shine in the national spotlight. The panel featured Claire Lessinger, Vice President of Events with the Tampa Bay Sports Commission; Jennifer Renspie, Partner with Crackerjack Media; and LaKendria Robinson, Founder & CEO of The Orenda Collective.

Santiago Corrada, President & CEO of Visit Tampa Bay opened the event. Together, they shared how strategy, storytelling, and collaboration fuel our city’s success in hosting major sporting events.

Building the Foundation for Sports Tourism

Tampa Bay has emerged as one of the nation’s most dynamic stages for major sporting events. Beyond the roar of the crowds and the economic windfall, there’s a different kind of game plan being executed - one powered by strategic public relations, storytelling, and collaboration.

Tampa Bay has built a reputation as a premier host city for marquee events. From the 2017 College Football Playoff National Championship to the 2021 Super Bowl and the recent 2025 NCAA Women’s Final Four, the region’s sports calendar is stacked with opportunities to showcase the city’s energy and hospitality.

Corrada highlighted how sports fuel Tampa Bay’s tourism strategy:

“Tourism is our lifeblood, and sports are one of our greatest stages. These events don’t just bring visitors, they put our city in the national spotlight and create memories that encourage people to come back. Our aspiring vision is to inspire people to love Tampa Bay!”

STORYTELLING AS STRATEGY

In today’s media landscape, winning coverage is about more than final scores. The panelists emphasized the power of storytelling to capture hearts, minds, and headlines.

Jennifer Renspie explained:

“Fans may remember the score, but what really sticks are the human stories, the resilience, the joy, the sense of community. Our job is to find those stories and make sure they’re told in a way that connects far beyond the arena.”

COLLABORATION ACROSS SECTORS

One of the strongest themes to emerge from the discussion was the importance of collaboration. Coordinating an event like the Super Bowl requires more than just a stadium and a schedule. It involves city officials, transportation systems, security teams, hospitality partners, and media outlets  - all moving in sync.

Claire Lessinger reflected on the challenge:

“No one organization can pull off something of this scale alone. It takes every sector working together - from city leaders to volunteers - to make Tampa Bay shine on the national stage.”

The Super Bowl RFP alone was thousands of pages – yes, thousands of pages. Imagine the collaboration needed to just begin the gargantuan process and then bringing it to fruition amid a pandemic. Tampa did it all with bells on!

adapting in real time

Another hallmark of Tampa Bay’s sports PR success has been the ability to pivot quickly in response to shifting expectations. Social media has heightened the demand for immediate engagement, while sponsors and fans expect personalized experiences.

LaKendria Robinson pointed to the importance of agility:

“You have to be ready to shift in real time. Whether it’s a change in schedule, media needs, or sponsor expectations, the ability to adapt is what keeps the story moving forward, and keeps the audience engaged.”

the bigger picture

Ultimately, the panelists agreed that sports PR in Tampa Bay isn’t just about managing events - it’s about shaping the region’s identity. Each successful tournament, playoff, or championship reinforces the message that Tampa Bay is a place where big things happen, and where communities come together to celebrate.

As Corrada summed up:

“Sports tourism is more than numbers. It’s about making Tampa Bay unforgettable, for fans, for players, and for the community that rallies behind them.”

      

For PR professionals, the takeaway is clear: the next time the world tunes in to watch a game in Tampa Bay, there’s a sophisticated playbook of strategy, storytelling, and collaboration at work behind the scenes. And for the community, the victories extend far beyond the field.

Stay tuned for our next event: PR in the Wild: Behind the Scenes at ZooTampa on October 20, 2025 from 9:30 a.m. - 12:30 p.m. 

Register here.  ZooTampa is located at 1101 W. Sligh Ave, Tampa, FL 33604.

I had the distinct honor to attend the Sunshine District’s SunCon25 in July, as well as to be one of the representatives of our chapter leadership at the Sunshine District’s QuickStart leadership training.

One of my main takeaways from two days of professional development, insights and networking is: The Tampa Bay chapter really shows up!

As a local professional group, we should be really proud of that fact. Our members showed up in so many ways.

1. Leadership

2. Instruction

3. Outstanding work

Leadership

Our chapter’s President-Elect, Kate Smith, along with Rockhelle Johnson, board member for programming and I, board member for digital communications, continued our leadership journeys and dove into key chapter leadership topics, shared conversation and ideas with other Florida PRSA chapter leaders.

Beyond local chapter leadership, PRSA Tampa Bay is set to be well represented on a national scale with the 2026 Board of Director candidates who will be voted on this October. That slate of candidates includes two of our very own members:

Angela Walters Eveilard, MBA, APR is the nominee for National Chair-Elect. Angela is the Executive Director of marketing and public relations at Hillsborough Community College - soon to be Hillsborough College - and is a long-time member of the Tampa Bay chapter, she served as chapter president in 2012 and earned the Tampa Bay Lifetime Achievement Award in 2022.

Jennifer Dunn, MA, APR is the nominee for Sunshine District Director and would represent the entire district serving the state of Florida. Jennifer served as Tampa Bay chapter president in 2016.

Both of these representatives have contributed significantly at both the chapter and district level and will be excellent leaders on the national level.

In addition to soon-to-be elected representation, PRSA recently named Tampa Bay chapter member Linda Beltran to the position of Chief Communications Officer for the organization.

Instruction

Two of our chapter members shared their knowledge and experience at two of the best-attended sessions at SunCon. 

Robyn Felix, APR presented “Building the Bridge in a Crisis: Combating Misinformation During a Storm.” Her informative session presented how the Southwest Florida Water Management District used social listening to identify and tackle surging misinformation during Hurricane Milton and how those tactics can be applied in other scenarios. Robyn also discussed the importance of the organization’s spokesperson, Dr. Mark Fulkerson, having credibility, trust and affinity with the community. 

Bo Breuklander collaborated on a panel with two other experts for the discussion “Bridging AI Barriers Panel Discussion: AI and the Future of PR.” This open Q&A panel drove an engaging conversation about human-led AI, lessons learned and advice for working in and with AI. The AI conversation will continue on August 27 at Professional Development Day when Bo will moderate a panel on “The Next Chapter in AI: Bridging Writing Standards, Ethical Practices, and Accessibility” with local experts.

Outstanding Work

The Sunshine District’s Radiance Awards were also presented at SunCon and PRSA Tampa Bay was well represented there as well, showcasing the amazing work and professionals in our chapter. 

Congratulations to the following Radiance Awards winners: 

• B2 Communications and Valley National Bank - Elevating a Bank Through Strategic Award Wins

• Southwest Florida Water Management District - Combating Misinformation During Milton

Congratulations to the following Award of Commendation winners:

• City of Tampa Solid Waste - Litter Skimmer: Cleaning Tampa Bay

• Lutheran Services Florida - Kid-Friendly, Parent-Approved Rack Cards 

• Lutheran Services Florida - Two Storms, One Strategic Voice 

In addition to programs and tactics, the Sunshine District also announced their Individual Awards. Our PRSA Tampa Bay chapter is proud to join with PRSA members across the entire state of Florida in congratulating:

Dr. Mildred “Mimi” Perreault this year’s Trailblazer Professional of the Year!

The Trailblazer Professional of the Year honors a PRSA Sunshine District member who has demonstrated outstanding achievement in the practice and implementation of public relations principles. Recipients of this prestigious award also advocate for the profession and exemplify the Society’s values. 

Dr. Perreault, Assistant Professor at the Zimmerman School of Advertising and Mass Communications at the University of South Florida, is a worthy recipient of this honor due to her dedication to research, education and advocacy. Her work has undoubtedly made a significant contribution to the practice and implementation of public relations principles, particularly in crisis and disaster communication, benefiting the Sunshine District and the broader public relations field.

If it’s been awhile since you connected with our chapter, now’s the time to dive in and get connected. 

Media Roundtable
June 25, 2025 

The annual Media Roundtable is a premier event, and we will have another fantastic panel for an open discussion about the ever-changing media dynamics and the best ways to pitch your stories. In addition, we'll have a session of rotating encounters (speed-dating style) where attendees can gain valuable time engaging with our media panelists in a more informal way.

Last year, the event sold out and we actually had to turn people away. Don't wait, register today!

Enter the PRestige Awards
Discounted Early Entry Ends June 30

PRSA Tampa Bay’s signature awards program, the PRestige Awards, highlights compelling public relations campaigns and tactics. The entry period is now open, with early deadline entries due on June 30, 2025 and regular deadline entries due on August 31, 2025.

Plan ahead and get started on your stellar entries. There are more than 25 different categories in campaigns and tactics to showcase your work and results. Learn more about the PRestige Awards here.

Professional Development Day
Speaker Applications Due June 1

PRSA Tampa Bay is gearing up for its Annual Professional Development Day this August—a must-attend event for PR pros looking to elevate their careers. This half-day conference is packed with insights on leadership, best practices, essential PR tools and career growth strategies. As planning continues, we’re on the lookout for dynamic speakers to share their expertise on key industry topics.

Interested in presenting a session? Submit your speaker application here.

What drew me to public relations? I could talk about writing, liking people and finding answers to hard questions. But, the real answer likely lives deeper. My PR journey began well before my first job. It began with the people who influenced me and the stories they carried.

I’m a fourth-generation Japanese American or Yonsei. This reflects the generations before me who experienced a great deal of resilience and perseverance. I picked up on a lot of things being involved in the San Francisco community that shaped me. Growing up, I didn’t realize I was learning about this profession at the kitchen table.

My grandpa the storyteller

My grandpa was a second-generation Japanese American or Nisei, who came of age during one of the darkest chapters in American history. He and his family were incarcerated at Tule Lake during World War II, forced to leave their homes and livelihoods because of their heritage.

After the war, grandpa was the renaissance man of his community and, in many ways, someone I feel like I take after. Although a barber by trade, he was involved in acting (he even had a small part in a movie!), sketch comedy, amateur photography, filmmaking and videography. He served as a volunteer in several civic organizations. On January 21, 1996, the third Senate District and the State of California declared it “John Kono Day,” for his work with the San Francisco Hiroshima Nikkeijin Kai.

Grandpa had a wicked sense of humor. He donned a signature pomade-glazed hairstyle indicative of a modern-day hipster. On any given day, his dance card was full of social functions, meetings, club commitments and family time.

My grandpa was a storyteller and a connector — the most powerful kind of PR there is.

My mom: The OG press agent

“It’s Feb-ru-ary not Febb-uary.” My mom. Always correcting my pronunciation. A writer, a “social girlie” and the Everett Middle School spelling bee champ. Mom gave me the art of sharing good news as our family’s unofficial press secretary.

When an organization my mom led, or when my brother or I had a milestone moment — a scholarship, a fundraiser or an award-winning performance — she’d sit down and handwrite an announcement. She’d mail it, along with photo prints, to the local newspapers. It was her way of making sure our stories were told — for affirmation, amplification and community pride. 

That instinct, that sense of “your story matters and people should know,” lives in me every day as a PR pro.

Strategy is the science.
Storytelling is the soul.

Developing and refining the strategy side of PR came on-the-job and resonated to its fullest when I obtained my APR. Strategy is extremely important to the work and underscores the success of any communications initiative.

To also work in PR is to accurately tell a story. To share perspective. I carry a layered perspective. One where nuance, context and empathy aren’t just the backstory, but the real story.

These days, I feel very connected to my roots. I am enjoying a long-standing career in strategic communications. I have a sincere appreciation for visual and performing arts; and I am passionate about community involvement and leadership.

My mom would still be the first one to spot a typo. My grandpa’s values guide my voice every day. They didn’t work in PR, but they’re the reason I do. And that’s what public relations emanates at its core: the belief that representation matters, that words have power and behind every message is a story worth honoring.

Chrisie Yabu, APR is the director of public relations for KPS3, a full service marketing agency, and is a PRSA Hall of Famer. You can find her chasing the latest Asian food spots, e-biking the Pinellas Trail and feeding the turtles at the nature park.

April is National Poetry Month! My love for poetry began in the fifth grade. I couldn’t tell you who or what inspired it, but I can tell you it started with me writing a bad poem: something about a swallow’s flight, with height and light coerced into rhyming sentences. Like most nice adults my parents and English teacher applauded it. It humored and successfully encouraged the 10-year-old me. A few decades later, my love for poetry only deepened with my journalism, communications and PR career. In fact, if anything, poetry has always helped me keep the sanctity of the written word – the original written word - front and center in a rapidly changing AI world. I’m no Luddite, but art does need to be from the heart. The human heart.

Not so different – PR and Poetry

If poetry is not your cup of tea, you may be hard pressed to see the similarities. This is where I bring an expert. Dr. Heather Sellers, USF Professor of English, has been publishing poetry since 1990 with five published volumes of poetry, and a sixth forthcoming in 2026. &br;

“There are two crucial aspects of poetry that directly inform PR writing: concision and rhythm. In PR, every word counts. Reading  and writing poetry helps you understand how words can create an off-page experience—poetic concision means each word is selected because it contributes more than just one thing to the whole. It’s an art, to be sure, and a powerful one.”

Indeed, brevity and momentum are the anchors of PR writing and poetry with its cadence helps us remember both. While I’m not saying go ahead and quote Emily Dickinson in your next news release (why can’t we pitch “hope is the thing with feathers”) you will be inspired to have punchy copy, given our attention spans nowadays. The art of poetry, as Dr. Sellers mentioned above, smoothens the often mechanical components of PR writing.

Writers are Readers

Writers have to read, there is no debating this fact. As PR professionals adding poetry to your reading line-up will only improve how you approach prose. Dr. Sellers aptly adds the following when I asked her about the edge poets have when it comes to being in the field of communications – tenets she instructs her students in:

“We are readily able to write memorable, effective, sound-rich work in concise packages that create deep emotional resonance. We are going to bring a level of depth and thoughtfulness to our work, along with a bright musicality and attention to installing rhythms (which you probably won’t notice, but they are what make the writing sound good) that help achieve the purpose for any given piece of writing.”

“Anyone trained as a poet, or any other kind of creative writing, is going to have a skillful and professional understanding of audience and purpose, of how to put words together to be most effective for the specific situation at hand. We love language, and that passion, combined with patience, is what makes poets stellar communicators.”

So, celebrate National Poetry Month with Emily Dickinson, Langston Hughes, Nikki Giovanni, Agha Shahid Ali, Sylvia Plath, Wordsworth, and Rumi. Or stay close to home with St. Pete’s own Poet Laureate, Gloria Muñoz, and our resident expert, Dr. Heather Sellers. Who knows how you’ll be making your next newsletter story, media advisory or speech better.

Kiran Malik is the senior communications director for the Tampa Metropolitan Area YMCA, and a member of PRSA Tampa Bay's Digital Communications Committee. She is a freelance journalist, an avid reader and a poet, who also loves Netflix (go figure!). 

2024 PRestige Award Winners

BEST OF SHOW

Media Relations (PRestige Awards)

Social Media (PRestige Award)

Press Release (Award of Excellence)

Community Relations (PRestige Award)

Special Event (One Day) (Award of Excellence)

Special Event (One Day) (Award of Excellence)

Multicultural and Diversity (Award of Excellence)

Unlike many other monthly observances, National Hispanic Heritage Month begins in the middle of September through the middle of October. September 15 marks the declaration of independence of five Central American countries: Costa Rica, Guatemala, Honduras, Nicaragua and El Salvador. The observation started as a weeklong celebration in 1968 and was expanded 20 years later to its current format. 

In telling these stories, we should be aware of the terminology and its meaning to the more than 60 million people in the U.S. who identify as Hispanic or Latino. Although those terms are often used interchangeably, they do not mean the same thing, although the groups defined do overlap. Latino is defined as a person from Latin America, which refers to the countries south of the United States and includes the Caribbean. Hispanic means a person from a primarily Spanish-speaking country. Sound confusing? Latino-Hispanic artist Terry Blas broke it down in possibly the most entertaining way: this comic/column. By these definitions, as Blas explains, a person from Spain is Hispanic, but not Latino. Blas himself is both Latino and Hispanic because of his Mexican heritage.

And then there is the term Latinx, which was originally meant as a gender-neutral or queer alternative but has become controversial over the years. The term first surfaced in the early 2000s and was used more after the 2016 Pulse nightclub shooting in Orlando according to Google Trends, which tracks search term frequency.

Journalist Paola Ramos explored that term’s history through her own story and in the context of modern American politics in her book “Finding Latinx: In Search of the Voices Redefining Latino Identity.”  Ramos was coming of age as “Latinx” was growing in popularity. As a queer person, she watched the evolution of the phrase through her reporting on the various communities that encompass the Latino experience.

The contrasting opinions on and usage of these terms show that it makes sense to speak with your subject about what is comfortable for them. As noted, Hispanic and Latin American heritage is a spectrum, and opinions can vary widely. Duke University’s Office of Equity, Diversity and Inclusion learned this when they interviewed students from their School of Medicine, those who identify as Hispanic and Latino have varying feelings on these terms. One resident physician from Puerto Rico prefers Latino, and rejects the term Latinx, as she believes it clashes with the Spanish language. Another person surveyed is Colombian-American and has no preference for any term. In that case, it might make more sense to simply note a person’s country of origin.

Our goals as communicators should be to tell stories with respect, authenticity and clarity. Understanding the nuance of these terms will help us toward that goal.

A note: While this post is focused on National Hispanic Heritage Month, we at PRSA Tampa Bay are committed to and actively incorporate diversity, equity & inclusion (DE&I) into our programming and posts throughout the year to ensure all communities and histories are not forgotten, not a trend and not limited to one moment in time. DE&I takes all of us, all the time. 

About the author: Nafari Morris is a PRSA member and a communications coordinator for BayCare Health System, based in Clearwater. 

The lottery was a method the federal government used to prioritize when American men would be drafted into military service. (Women were not drafted.) The lottery was broadcast on TV, and many students my age stayed home from classes that day to watch their fate unfold. Your birthday was assigned a number. My assigned number turned out to be 199. Luckily, the draft board was only calling up to 150 that day. I was safe, but I would have served if called. A friend I sat next to in one of my classes drew number 1, and he told me he was already packing when I saw him the next day.

It is well-documented that the Vietnam War was not popular in the United States. PRSA Tampa Bay member Kirk Hazlett served, and he can attest to that. Many draftees opted for the Air Force or Navy. A few defected to Canada. And a very few became draft dodgers.

When our men and women returned from ‘Nam, they were not welcomed home like World War II and even Korean War vets.  

So, you can see why I have a soft spot for veterans. And, yes, I will admit to watching the late 1980s TV show “Tour of Duty,” knowing that it could have been me going to Vietnam.

In 2021, I decided to add a non-profit organization to the list of organizations for which I volunteered. The mainstream organizations either gave me the cold shoulder or asked me to volunteer on their own terms and time.  As an Embry-Riddle Aeronautical University graduate, I continue to be interested in anything related to aviation. I saw Honor Flights, but they were not flying at the time due to the COVID-19 pandemic.

Through the PRSA IPA Section, I met Wendy D’Alessandro. She owns a PR agency, and one of her pro bono clients is a nationwide non-profit named Dream Flights. Dream Flights gives free rides in 1940-era Stearman biplanes to World War II, Korean, and Vietnam War Veterans. She invited me to check out a flight in Williston. Dream Flights aimed to give 1,000 World War II vets flights nationwide over three months with their fleet of six Stearman aircraft.

The Williston mission flew a 96-year-old veteran named Joe, who fought in the Battle of Anzio in Italy. After hearing his story, I was hooked on Dream Flights. Over the next few months, I chased a Dream Flights Stearman up and down the West Coast of Florida and must have witnessed 35 veterans getting rides while serving as an assistant crew chief. The stories I heard were heartwarming.

                       Pictured: Joe and the Dream Flights crew at Williston in 2021

In Fort Myers, I watched a B-17 co-pilot named George get talked into taking a ride. George was very quiet before his ride. After his ride, that all changed. He shared that his bomber was nicknamed “the Gremlin's Hotel,” and he flew 35 missions without being shot down. 

At Airport Manatee, we gave a ride to a Vietnam War Little Bird helicopter pilot who was shot down while on a mission. He was shot in the leg, and he and his observer had to wait to be rescued. He never flew again and currently walks with a cane and a limp. He appreciated that my crew chief and I took the time to listen to his story. 

Where has this led me? To the Commemorative Air Force, of course, where I am the Development Officer for the Tampa Bay Wing. The CAF is a nationwide organization that honors World War II aviation and veterans by selling rides in their fleet of 180 WWII-era aircraft.  Our wing has a 1943 PT-19 World War II training aircraft at Lakeland International Airport. I am happy to give a tour of the plane if you ever get to Lakeland!

My last story is about my involvement with the United Service Organizations (USO), a nonprofit that supports military members and families. I decided to volunteer with them last fall. This led me to help at the recent sendoff of veterans who went to Normandy for the D-Day ceremony, commemorating the 80^th anniversary of the largest amphibious assault in military history, a turning point in the war. During that sendoff, some military recruits passing through our Tampa International Airport USO Center en route to basic training were escorted to the sendoff so they could talk to our true American heroes, the World War II vets heading off to the ceremony. One recruit, hoping to be a paratrooper, spent the longest time talking to an elder paratrooper. The World War II vet advised the recruit, "Don't look down!"

Now you can see why I have a soft spot in my heart for vets!

About the author: Bart Graham has served PRSA Tampa Bay in many ways, including past board member and past membership chair. For PRSA, he served as the membership chair of the IPA section and is a current member of the section, and he served as co-chair of the National Membership Committee. 

 A note: While this article is focused on veterans, we at PRSA Tampa Bay are committed to and actively incorporate diversity, equity & inclusion (DE&I) into our programming and posts throughout the year to ensure all communities and histories are not forgotten, not a trend and not limited to one moment in time. DE&I takes all of us, all the time.