Meeting/Event Information

Is the Strategic Communications Plan Dead? What to Do When Your Boss Only Cares About Tactics

May 27, 2020
11:00 AM - 12:00 PM

Virtual meeting via Zoom

We learn in school the importance of developing a strategic communications plan. We know that it must include a goal and measurable objectives, along with target audiences and an evaluation. And yes, it needs to have tactics. But too many times, the boss or the client doesn’t care about planning and instead only cares about getting tactics done.

Diane Jones, APR, Travis Claytor, APR and Heather Grzelka, APR will discuss why strategic planning is so important and how to make sure that your boss or your client understands its importance as well. 

This mini-session is the first of three events sponsored and presented by Tampa Bay Agency Leaders. 

Ticket prices:
-Members and PRSSA students: FREE
-Non-members/guests: $15 (speaker surcharge for future events) 

Meet the speakers: 

Heather Grzelka, APR
Maderia Public Relations

Heather enjoys nearly 20 years experience advancing social causes by generating positive media attention that influences policymakers and increases donor support. Before founding Madeira Public Relations in 2011, Heather spent the first decade of her career successfully navigating the Washington, D.C. political arena on behalf of numerous nationally recognized nonprofit organizations.

During her tenure as media relations director at the American Lung Association’s national headquarters office in Washington, D.C., Heather and her team built support for lifesaving policy measures reducing the burden of air pollution and smoking-related illnesses.

A passionate public health advocate, Heather also spent several years working in scientific communications at the American Society of Clinical Oncology where she played an instrumental role in developing the media strategy surrounding the announcement of the world’s first therapeutic cancer vaccine. 

Following her graduation from George Mason University, Heather began her career at a boutique capital area research and public relations firm representing such notable clients as Comcast Cable and The Brady Campaign to Prevent Gun Violence.

As the principal of Madeira Public Relations, Heather continues to work closely with the American Lung Association to advance its ambitious public health agenda in the social and earned media space. Her firm has also provided strategic counsel to the national office of The ALS Association, the National Chamber of Commerce Foundation, the American Heart Association, PetIQ and the state of California among numerous other organizations with purposeful missions.

Within the past five years, her firm’s work has earned more than a dozen national awards and was honored to be recognized as Media of the Year by the National Alliance on Mental Illness, Pasco County Chapter. 

Heather is a past president of the Florida Public Relations Association Tampa Bay Chapter in addition to maintaining an active membership with the Public Relations Society of America. She frequently lectures on trending public relations topics at the Nonprofit Leadership Center of Tampa Bay.

A civic-minded professional, Heather is a district leader for the Humane Society of the United States and is certified to deploy with the Florida State Animal Response Coalition. During her off hours, Heather is a metalsmith and an avid paddleboarding enthusiast. 

Travis Claytor, APR
President & Owner
TC Strategic Communications

For more than 15 years, Travis has led teams that have developed and executed national and international integrated strategic communications plans around some of the world’s top media events, including the NFL Super Bowl and Republican National Convention.

He’s led the international launch of theme park attractions, promoted destinations to global audiences, and developed communications campaigns for organizations like Feld Entertainment, Gaylord Palms Resort and Busch Gardens Tampa Bay. Travis has also led crisis and issues management and strategic communications planning for brands like SeaWorld Parks & Entertainment. 

After nearly two decades of developing and executing public relations campaigns, Travis launched TC Strategic Communications, which combines a passion for strategic solutions with integrated communications to engage audiences and produce real business results.

Travis has been engaged with the Tampa Bay Chapter of the Public Relations Society of America for over 15 years, serving in a variety of roles over that time, including Secretary, Board Member, Membership Chair, Professional Development Day Chair, Board Member Liaison, Committee member and more. Travis is also a graduate of the PRSA Tampa Bay accreditation program, earning his APR designation in 2010.

Travis earned his Bachelor of Science degree in Public Relations from the University of Florida, and his Accreditation in Public Relations (APR).

Diane W. Jones. MPA, APR
DJ Public Relations

With nearly 25 years of experience in public relations and marketing, Diane Jones has a proven track record of achieving results. She has developed a high level of skill in strategic communications planning, media relations, event planning and community outreach through her work in such industries as transportation, government, tourism, and water and utilities.

Diane is the president of her own successful public relations agency, DJ Public Relations. For the past 12 years, she has worked with a variety of clients, including the City of Tampa, Hillsborough County, Pasco County Utilities Department, FDOT, Visit Citrus County, the Tampa Bay Area Regional Transportation Authority (TBARTA), WateReuse Florida, the Taoist Tai Chi Society of the USA, and the successful Penny for Pasco renewal campaign.

She also has held positions as the Public Communications Manager for the Pasco County Board of County Commissioners, Agency Director of The Environmental PR Group, and Director of Public and Government Relations for AAA Auto Club South.

Diane is an active member of the Public Relations Society of America (PRSA) and has been a member of the Tampa Bay Chapter of PRSA for over 25 years. Diane earned her Accreditation in Public Relations (APR) in 2001. Diane has served the PRSA organization at the national, district and local level in a variety of roles, including as a member of the Universal Accreditation Board (UAB); Chair of the Sunshine District, which includes the entire state of Florida; and Chair of the District Council, which includes all Districts in the United States.

She received her bachelor’s degree in mass communications and her master’s degree in public administration from the University of South Florida. In 2012, Diane returned to her alma mater to teach a Public Relations Research course, fulfilling a Bucket List item of teaching at her alma mater.