2018 Professional Development Seminar

2018 Professional Development Seminar

Better Together: Finding the Balance Between PR and Marketing

Friday, June 22
8:30 a.m. – 4 p.m.
Florida Farm Bureau
5700 SW 34th St., Gainesville, FL

Peanut butter and jelly. Pen and paper. PDS and you. Some things just go better together. That’s why this year’s PDS will focus on one of the PR trends to watch in 2018: communication crossover. Please join us to find the balance between PR and marketing with engaging presentations from renowned speakers and social opportunities with some of the best and brightest in the industry.

8:30-9am Check-in, coffee and light breakfast

9-10am Storytelling and the Science of Social Change
Ann Christiano, UF College of Journalism and Communications
What social, behavioral and cognitive science tell us about telling better stories: how research helps us tell stories that connect, stick and inspire. In this session, you’ll learn seven principles for telling more effective and memorable stories.

10-11am Tips for Tighter, Brighter and more Compelling PR Writing
Vickie Pleus, APR, CPRC, VP Communications
Bored with your own writing? Strangled by grammatical rules and lackluster subject matter? In this seminar, Vickie Pleus, APR, CPRC, will share the top 5 tips she’s discovered for tighter, brighter and more compelling writing throughout her 20-year career in professional communications. In addition, Vickie will share her advice on how to keep writing interesting on social media and beyond. Take-aways from Vickie’s presentation will be immediately actionable, fun and will bring fresh substance to anyone’s next paragraph.

11-11:15am Refreshment Break

11:15am-12:15pm Email…Is That Still a Thing?
Kevin Kent, UF/IFAS Center for Leadership
If Han Solo and Chewbacca are public relations and marketing, then email is the Millennium Falcon. Discover ways to “find balance in the force” by using email to bring together your PR and marketing efforts. This session will include strategies on creating actionable emails that will boost results and engage your audience. (Prerequisite: Star Wars 101)

12:15-1pm Lunch

1-2:30 pm Social Media ABCs: Advertising, Behaviors and Content
Erika Dawkins, Allstar Financial Group
Marc Lefton, MGC Solutions
Sarah Tyson Alfano, SalterMitchell PR

In this era of fake news, privacy scandals and cyberbullying, the social media landscape is changing faster than you can say “FOMO.” What’s a communicator to do? This session will give you a deeper understanding of the tools, tactics and channels you should be using to create engaging content that gets a positive response.

2:30-3:30pm Sky-Writing: Best Practices for a Cloud-Based Web
Jeff Stevens, UF Health
SEO, Minimum Viable Content, Optimization, Task-Oriented, Content Modeling…as it evolves, writing for the web develops more and more terms, but what does it all mean? In this session, we’ll discuss best practices on how to write for digital properties to meet user expectations, meet business goals and to maximize exposure.

3:30-3:45pm What Did I Learn?

3:45-4pm Closing Comments and Prize Drawing

Members: $85
Non-members: $100
Students: $60



QUESTIONS If you have any questions about PDS, contact Colleen Raccioppi at colleen.raccioppi@exac.com


A big thank you to all of our sponsors!