Nothing is Ever Really "Off the Record!"

Hello FPRA Treasure Coast!

"The Good, The Bad and The Sound Bite" - Recap of May 12th Meeting
The FPRA Treasure Coast Chapter's May 12th monthly business meeting focused on Crisis Communications. Our speaker, Carl Fowler, Emergency Management Area Coordinator for the Seminole Tribe of Florida Brighton Reservation, lead us on a journey of what to do, or more importantly, what to say to the media when a crisis hits. Carl gave a presentation about how to communicate effectively during a crisis and how to handle different types of interviews. He provided 12 Commandments for effective crisis communication:

1. Anticipate questions
2. Understand before you answer
3. Bridge to key messages if necessary
4. Don't repeat negative language
5. Use inverted pyramid technique
6. Speak from the audience viewpoint
7. Avoid jargon and acronyms
8. Maintain composure and stay calm
9. If you don't know, admit it
10. Limit the use of "no comment" or don't use it at all
11. Nothing is ever "off the record"
12. Tell the truth.

Tips for solid communication included: Stand up or sit up straight, reduce verbal fillers like "umm," "like," and "you know," reduce nervous habits like twirling your hair, tone down hands as they are a distraction, don't squint your eyes or wear sunglasses, look at the reporter (not the camera) unless told otherwise, pay attention to grooming and tell the truth. Other suggestions for interviews include preparing at the most three printable quotes, don't use chronological order when speaking, get all information before you speak if possible,if something changes after an interview, contact the reporter with an update, think that all pens/pencils/microphones are "live," use bridging techniques to get your key messages across, have at most three key messages, anticipate questions, research reporter, practice what you are going to say, and verify your information.

Be sure and mark your calendar now for our last monthly business meeting of the year scheduled for Tuesday, July 14th at 11:30 a.m. in St. Lucie West. Our scheduled presenter is Aileen Izquierdo, Vice President of Communication, Florida Atlantic University on the topic of branding. She'll share her presentation on the process of bringing a new logo and branding effort to Florida Atlantic University.

FPRA State Board Meeting in Destin this Past Weekend
Adrienne Moore, APR, CPRC and Immediate Past President of the Treasure Coast Chapter, attended the Quarterly State Board Meeting in Destin over the weekend. She reported to us that our Chapter came in 3rd place for the Chapter Conference Challenge and will receive Priority Seating at Golden Image Awards Ceremony along with a bottle of wine. Thank you to everyone who helped us do so well in this competition and we look forward to toasting to our success at the ceremony. The Gainesville Chapter came in 1st place winning one conference scholarship and the Southwest Chapter came in second place winning a half conference scholarship.

Adrienne also reported that the Annual Conference Committee Chairman, Karen Smittle, APR, reminds everyone that the Conference Deadlines are fast approaching - Hotel Reservation deadline is July 9 and Conference Registration deadline is July 19.

As most of you know, our Chapter is responsible for the FPRE Education Foundation fundraiser scheduled for Monday, August 3. At the State Board Meeting, Adrienne was successful in picking up several items for the silent auction part of the event. But she needs more help! Please consider donating a gift to benefit the scholarships that benefit YOU and your professional development as well as our future public relations practitioners attending college now! For more information on what to donate and how to donate, contact Adrienne at adrienne.moore7@gmail.com.

FPRA Media Conference Set For Digital Conversion June 12
The lineup is set for the 2009 Florida Public Relations Association Treasure Coast Chapter annual media conference on June 12, at the IRSC Chastain Campus in Stuart.

"Successful Media Strategies: Digital PR and Marketing Power Tools" is this year's theme and promises to provide valuable knowledge on how to successfully communicate via digital media. Featured speakers will include Jay Berkowitz, a senior online media professional with more than 20 years of marketing experience, and Alex de Carvalho, founder of the Social Media Club of South Florida. Berkowitz has managed marketing departments for Fortune 500 brands: CocaCola, Sprint and McDonald's Restaurants, and has developed online and offline strategies for AT&T and leading health and fitness Web site eDiets.com. An avid user of social networks, Carvalho works at the intersection of online social interaction, Web site user experience and marketing programs, specializing in the practical application of social media platforms, culture and ethics for external and internal community engagement.

Other topics include:
* Communications for Nonprofits presented by Wayne Cunningham,interim CEO of United Way of Palm Beach County
* Photo and Videography 101
* Meet the Press Roundtables: An opportunity to meet and learn from print, radio and TV representatives
* PR 101 with Patricia Austin Novak

Check-in begins at 10:30 a.m. June 12 at the Wolf High Technology Center on Indian River State College's Chastain Campus, 2400 S.E. Salerno Road,Stuart, followed by an hour-long networking session, then lunch at 11:30a.m. A Media Mixer cocktail reception will begin following the last session at approximately 5 and last until 7 p.m. The conference has always been an excellent networking vehicle assembling the Treasure Coast's media professionals with their public relations counterparts in the community.

Sponsors include: The Stuart News, John Pierson's Toyota of Stuart, Eventmakers, Martin Memorial Health Systems, Automated Direct Mail and Bright Ideas.

Students interested in pursuing a career in media, public relations or marketing and non-FPRA members are also invited to attend.

Advance registration is required, visitwww.fpratreasurecoast.com or call The Firefly Group at (772) 287-5272 for more information. Tickets for the conference are $75 for FPRA members, $90 for nonmembers and $35 for students. Deadline to RSVP is June 5.

FPRA Golden Image Awards Competition - Deadline to enter is this Friday,May 22!
The Golden Image Awards competition is conducted annually by the Florida Public Relations Association to recognize outstanding public relations programs in Florida and to encourage and promote the development of public relations professionalism in our state. The deadline for entering an award is May 22! Don't delay! The entry form and further information can be found at http://www.fpra.org/.

CPRC and APR News from the FPRA State Accreditation and Certification Chair, Jeff Nall
New CPRC Video - CPRC - Your Future, Your Career, Your Leadership Opportunity, is now available on the FPRA blog at http://fprablog.com/. The video covers what CPRC is, the application, preparation, the written exam and the oral presentation as well as tips.

APR Retakes at Discounted Rate - Those who have taken the APR exam and not passed may retake the exam for $200 providing they take it within six months of the original attempt. This is a great opportunity to jump back in the saddle while study efforts are still fresh and save some money. To take advantage of this opportunity, contact Kathy Mulvihill, UAB Accreditation Manager, at 212-460-1436 or kathy.mulvihill@prsa.org.

Have a great week,
Linette