Meeting/Event Information

PRSA 2017 Professional Development Day

August 15, 2017
7:30 AM - 1:00 PM

Double Tree Suites by Hilton Tampa Bay
3050 N. Rocky Point Drive West
Tampa, FL 33607

New Session Added!

Working Toward a More Diverse, Inclusive PR Profession
Speaker: Michele Lewis Reeves, Director of Diversity & Inclusion,
Raymond James
-- Read more below --


From earning trust in the “fake news” era and crisis communications to measuring social ROI and building diversity, the 2017 PRSA Tampa Bay Professional Development Day will provide you with the vital insights, resources and tools to advance as practitioners.

Professional Development Day is PRSA Tampa Bay's annual seminar, offering several opportunities to engage with and learn from some of the state’s top PR professionals. As one of our most popular events of the year, Professional Development Day attracts attendees from across the Tampa Bay area and surrounding markets – sign up now to reserve your seat!

See below for two different registration options:

Full Seminar
Registration and Breakfast: 7:30 a.m. – 8:00 a.m.
Program and Lunch: 8:00 a.m. – 1:00 p.m.

Lunch/Keynote Speaker Only
Lunch: 11:30 p.m. – 12:00 p.m.
Keynote Speakers: 12:00 p.m. – 1:00 p.m.

Program Overview*

7:30-8:00:       Breakfast / networking
7:30-10:30:     $25 headshots (details below)
8:00-8:15:       Welcome & Introductions
8:15-9:00:       Measurement: Kelli Frazier, Nielsen
9:00-9:45:       Crisis Communications: Kena Lewis, Orlando Health
9:45-10:00      Break
10:00-10:45:   Diversity: Working Toward a MoreDiverse, Inclusive
                       PR Profession
10:45-11:30:   Small Biz PR: Panel
11:30-12:00:    Lunch is served / networking
12:00-1:00:      Keynote LuncheonEarning Trust in Fake News Era
Josh Greenberg & Brad Simon, Edelman Orlando

*Schedule subject to change.

Speaker Bios & Presentation Details

New Session Added!

Working Toward a More Diverse, Inclusive PR Profession
Speaker: Michele Lewis Reeves, Director of Diversity & Inclusion,
                Raymond James

Michele Reeves - Raymond James
According to new research conducted by the City College of New York's Branding and Integrated Communications (BIC) Program, in conjunction with the Holmes Report:

  • 70% of those employed in the public relations industry are women, while only 30% of agency executives are female.

  • The Bureau of Labor Statistics cites a similar statistic and reports the ethnic makeup of the PR industry as 10.3% African American, 5.4% Asian-American and 3.3% Hispanic-American.

  • The Holmes Report has commissioned research that shows a significant pay gap — and engagement gap — for women and people of color within the industry.

Michele Lewis Reeves, the director of Diversity & Inclusion at Raymond James, will discuss the importance of diversity & inclusion in the workplace and how you can work toward a more diverse, inclusive environment within your organization and the industry as a whole.

Reeves has a proven track record for empowering leaders, leading cultural change and delivering creative solutions that strengthen talent management and diversity strategies, drive innovation and improve performance. Her latest opportunity is perhaps her greatest yet, to build a strategic firm-wide Diversity & Inclusion strategy for Raymond James.


Keynote: Earning Trust in Fake News Era
Josh Greenberg, VP, and Brad Simon, Account Supervisor, Edelman Orlando

Trust in mass media has plummeted to the lowest levels in recorded history and the recent election cycle didn’t help by introducing “fake news” to our lexicon. While earned media storytelling is already challenging enough, communications pros are now facing unprecedented times with media, which isn’t as trusted by our target audiences.

This presentation will look at the effects of waning trust in media and examples of brands working to tackle this challenge. You will walk away with insights from the Edelman Trust Barometer as well as proactive and reactive strategies to manage this paradigm shift by employing new models of storytelling that go beyond earned media.

Josh Greenberg, Vice President, Digital Orlando, Edelman Orlando

Greenberg, a 12-year digital expert at Edelman, leads the advancement of digital and social media strategies through customized campaigns and the creation of dynamic content. Josh specializes in developing integrated communication plans for clients through platforms such as Facebook, Twitter, LinkedIn, Tumblr, blogs, Instagram, websites and other digital properties.

He provides ongoing strategy and execution on major health and education accounts like Adventist Health System, The Laser Spine Institute, DeVry Medical Institute, The University of Florida, Valencia and more. He brings over a decade of strong digital and traditional agency experience working on campaigns for organizations like Coca-Cola, Georgia Pacific, Verizon Wireless, Procter & Gamble and ConAgra Foods.

Brad Simon, Account Supervisor, Edelman Orlando

Simon is a research and results-driven communications marketing professional with diverse B2B and B2C marketing experience. Brad’s expertise includes the food & beverage, travel & tourism and healthcare industries, as well as government work, sports and live event activation. At Edelman, Brad’s work is focused on program research, design and then execution for clients including Laser Spine Institute, U.S. Travel Association, Spectrum TV & Internet, Red Bull and Tupperware accounts – the latter of which included strategic planning for the Tupperware’s first-ever digital global empowerment campaign. 


Crisis Communications:
How Orlando Health’s Media Relations Team handled the Pulse Nightclub Tragedy
- Kena Lewis, Director, Public Affairs & Media Relations, Orlando Health
Kena Lewis - Orlando Health
At 2:00 a.m. Sunday, June 12, 2016, Orlando became the site of the worst mass shooting by a single gunman in our nation’s history. Forty-four victims (90%) were brought to Orlando Health’s Orlando Regional Medical Center, home of the area’s only Level One Trauma Center. The crush of press soon followed. Hear how Orlando Health’s media relations team responded to the massive media presence.

Kena Lewis lead the media relations team and her presentation will:

  • Walk participants through the timeline of events
  • Present traditional news coverage and internet engagement statistics
  • Discuss Orlando Health’s crisis plan and share its most important pages
  • Provide tips and lessons learned

Lewis is a seasoned communications professional and an accredited public relations practitioner (APR) with a diverse background in news, public affairs, marketing and public relations.  She is currently the Director of Public Affairs and Media Relations for Orlando Health, a $2.6 billion not-for-profit health care organization and a community-based network of hospitals, physician practices, diagnostic centers and other care centers in the Orlando region.  In that role, Mrs. Lewis directs the hospital group’s public affairs and media relations team and provides lead support on issues management and crisis communications.  


Measurement and the Future of Social Media
Speaker – Kelli Frazier, Nielsen
Kelli Frazier - Nielsen
Rapid fire changes in social media make it difficult to keep up, much less measure the true impact of social outreach. Nielsen, a global information, data, and measurement company operating in over 100 countries and employing approximately 44,000 people worldwide, has been measuring audience interactions and opinions since 1923. This session will cover strategies for measuring social media ROI and look at future trends in the media landscape.


Small Biz PR: Capturing Customers & Building Community in a Crowded Marketplace
Three local startup companies will discuss PR outreach and how they are using a community of fans to grow beyond Tampa Bay.

Panelist: Suzanne Perry, Co-Owner, Datz Restaurant Group

Suzanne Perry - Datz Restaurant Group

Suzanne Perry, Co-owner of Datz Restaurant Group, sizzles with high energy as she effortlessly juggles public relations, customer service and restaurant operations.  Suzanne has positioned her award-winning restaurants as South Tampa destinations and shows no signs of slowing down as she makes plans for expansion.  Suzanne is also Co-host of Food Talk, a weekly radio show broadcast.  Datz Restaurant Group has garnered local and national attention including the Food Network CA, the Travel Channel, the Cooking Channel and more.

Panelist: Leigh Harting, 3 Daughters Brewing

Leigh Harting - 3 Daughters Brewing

Leigh Harting is Owner and CMO of 3 Daughters Brewing where she is in charge of driving new sales for the brewery and executing on digital and traditional marketing campaigns to grow the brand. In the last three years, the brewery has seen year over year increases of over 60% growth and serves over 3,500 retailers in Florida, Georgia and international locations. Leigh has over 23-years experience in sales and marketing.  3 Daughters Brewing was recently named one of 17 finalists for the U.S. Chamber of Commerce's "Dream Big Small Business of the Year." 

Panelist: Jamie Lanza, CAMP Tampa

Jamie Lanza - CAMP Tampa

Jamie Lanza is the co-founder of CAMP Tampa, a cycle-yoga-circuit studio, located in the heart of South Tampa. In 2015, Jamie and her co-founder Jen Azzarelli built what is now CAMP Tampa. The boutique fitness studio offers daily group classes in indoor cycling, yoga, circuit training and blended variations. Born and raised outside of Boulder, Colorado, Jamie has lived in over 5 states and 2 countries throughout her career in advertising and experiential marketing. Jamie has a bachelor’s degree in Political Science and Community Development, a 200-hour certification from Y7 Yoga in New York, and a certification in applied anatomy from Richard Freeman’s yoga studio in Boulder, Colorado.

Panel Moderator: Andrew Christo, CEO, MyCity Social

Andrew Christo - MyCity Social

Andrew Christo co-founded MyCity Networks with his brother Nicholas in 2004 as a local online directory and grew the business into Florida’s largest local publication and online directory. MyCity Social published over 12 local magazines and manages one of Florida’s largest online directories. Focusing on innovation and growth has allowed MyCity Social to become one of the fastest growing and respected Digital Marketing firms in the United States.


Breakfast will consist of a buffet with farm fresh eggs, bacon, fruits, and yogurt along with assorted breads, pastries, coffee, and juice. Lunch will consist of a buffet with soup, mixed greens and an array of fresh toppings, albacore tuna salad, grilled chicken salad with apples and pecans, warm rolls, and dessert. Meals are included with the price of your ticket.


Looking to update your professional headshot? MamaRazzi Foto will be on site from 7:30-10:30 a.m. offering discounted headshots to anyone who may be interested. The cost is $25 for the headshot, payable with cash, check or credit card, at the event. Headshots will be offered on a first come, first serve basis. Images will be available at a later date for viewing on the MamaRazzi website. Upon selection of the final version, you will receive the retouched photo in high resolution and web formats by email.

Special Thanks to our Presenting Sponsor

Business Wire, a Berkshire Hathaway Company, is the global market leader in commercial news distribution. Thousands of companies and organizations depend on Business Wire to transmit their news releases, regulatory filings, photos and other multimedia content to journalists, financial professionals, investor services, regulatory authorities and the general public.

Cancellation Policy: Cancellations received by noon ET on Thursday, August 10, will be accepted without penalty. Regarding cancellations made after that date, registrations paid in advance will not be refunded, and those who registered but did not pay will be invoiced the full registration amount.


$60.00 Member - Full Day
$50.00 Earlybird rate before July 31

$75.00 Non-Member - Full Day
$65.00 Earlybird rate before July 31

$60.00 PRSSA Student - Full Day
$50.00 Earlybird rate before July 31

$50.00 Member - Lunch Only
$40.00 Earlybird rate before July 31

$65.00 Non-Member - Lunch Only
$55.00 Earlybird rate before July 31

$50.00 PRSSA Student - Lunch Only
$40.00 Earlybird rate before July 31

Future Meetings

PRSA Professional Development Day 2018: Evolution of Public Relations in a Changing Media Landscape

August 16, 2018
8:45 AM to 3:00 PM

The Vault
611 N. Franklin St.
Tampa, FL 33602

From the crossroads of branding and public relations to creating a multicultural mindset for corporate communication, our 2018 Professional Development Day features five resource-packed sessions on the most pressing issues of our profession.

Read More    Register Now