2014 PR University
Kicking off PRU this year was the director of marketing and business for Park Royal Hospital and former FPRA president, Lynn Schneider, APR, CPRC. Speaking on the 5 W’s of PR research, Lynn shared her expertise in using Hendrix’s ROPE or Marston’s RACE method in developing strategic, public relations campaigns based on research. Hint: Research, Objectives, Program, and Evaluation.
Mayela Rosales, executive vice president of Media Vista Group provided the group with insight into the Hispanic market right here in Southwest Florida. According to statistics Mayela shared, the buying power of Hispanics is estimated to grow by 1.5 trillion by 2015 and we are #35 for the Hispanic DMA in the country. When considering your marketing efforts, don’t forget to include a Spanish language component as you can easily include this growing demographic.
Keith Grossman, attorney and owner of Grossman Law Firm, spoke on creating a paradigm shift to not only manage conflict, but to channel that conflict into a better solution. The key to not only coming to a compromise, but to a collaboration is what Keith calls the PEACE method; Pause, Ear (listen), Create strategy and Engage or ignore. Try it the next time you need to manage unhappy clients!
Storytelling Marketing? Many of us questioned how often we would be able to use Erik Stafford’s 7 plot types, 7 Power Tools and 7 Emotional Triggers when very often we’re writing news releases or advertorials. However, Erik (creative director of ISOOSI Marketing Agency) quickly explained that you can easily incorporate one of two of these practices when posting to social media, drafting blog articles, editorial articles, pitching to media….the list goes on. Susan Bennett, president of Susan Bennett Marketing & Media, taught us all a few things about how to take our careers in public relations and marketing to the next level. By constantly building relationships, thinking in terms of results, developing your own style to stand out from the crowd and never being satisfied with the status quo, you might just see your opportunities skyrocket! Chief Stephanie Spell has worked for the Collier County Sheriff’s office for many years and her expertise shone through. Combining social media, advertorial inserts in Naples Daily News, developing a new branding logo and constantly building stronger relationships within the community, Stephanie completely revamped the image of the Sheriff’s office. Click here to view the now famous Safety Video. Our last speaker flipped our world upside down when he stated that the adage, “The more you can do, the more successful you’ll be” was a lie. According to author, national radio and television host, David Essel, M.S. we should all put our focus on one area of our lives and focus on that. Whether it be your career, your relationships with others, your relationship with yourself, your finances, your health or your spirituality, focus on the one area you’ve been ignoring and watch your life change for the better. When you put your attention on one area and maximize your potential you will see your efforts return to you in kind. Essel explained that once you get rid of a fixed mindset (ex. I can’t find a job because there are no jobs available in this town) and adopt a growth mindset you will begin to change and the world around you will change. “Do that which you don’t want to do, but to get to the next level you have to.”