October Member Profile
Sara Antonio

1.   How long have you been a member of FPRA and what are the benefits?

I became a member of FPRA this fall after attending monthly meetings as a guest during the summer.  I appreciate the organization’s emphasis on professional development, especially in the variety of guest speakers from varying communications backgrounds.

2.    Please tell us a little about your job and how long you have been working there.

I am currently completing my Masters in Mass Communications at the University of Florida, where I’m specializing in public relations.  As part of the program, I am interning with Regeneration Technologies, Inc.’s Corporate Communications department.

3.    Please share with us a challenging and/or important project you successfully completed during your career.

My short-lived career in non-profit communication included a fundraising and public relations project for a dance group that had recently been awarded 501(c)3 status.  I had creative control over the group’s largest fundraiser to date, “Dine For Dance,” a of silent auction of “dinner-for-two” gift certificates donated by local restaurants.

4.   How did you identify your objectives and plan your project?

The board of directors was interested in raising community awareness and in measurable behavioral changes of increased donations and performance attendance.  Tactics were based off of these needs, and in addition to the fundraising event, included increased media placement surrounding the fundraiser and follow-up surveys for attendees.   

5.   What was the most challenging part of the project and how did you deal with it?

  Having never made cold calls before, it was a challenge to assertively promote a non-profit organization that lacked a charitable hook to interest donors.  To increase donation appeal, we developed a partnership with the local university’s Fine Arts program, a decision that granted needed legitimacy to our group and provided the university with community relations rooted in the arts.

6.   What advice would you give to public relations professionals when facing a similar task?

With many worthy NPOs vying for a small community’s fiscal support, the key is to provide something unique that could help differentiate your organization from the crowd.  In my situation it was a partnership with a prominent university and cutting-edge material, but every organization has something that makes it unique.  That aspect should be emphasized during a donation campaign.

7.    What is your favorite restaurant in Gainesville?

As a Florida Gator, I’ve got to list The Swamp, if only for the location.  Emiliano’s has excellent Carribean-style tapas; I dream about their sweet plantains!

8.   Tell us something about yourself that not many people know.

I am a devoted Florida sports fisherwoman and have reeled in snapper, grouper, snook, tuna and more.  I can bait my own hook!