Central Florida Media Mashup


July 20


08:00 am - 01:00 pm

Click to Register: https://www.eventbrite.com/e/central-florida-media-mashup-registration-46868604257

FPRA Orlando Area Chapter

Website: https://www.eventbrite.com/o/fpra-orlando-area-chapter-17270760942

Rosen College of Hospitality Management

9907 Universal Blvd., Orlando, FL 32819

Orlando, FL, US, 32819

Learn the latest tips and tricks for media placement, tech tools, social media, influencing executive policy and more – straight from top reporters, editors and producers.  Keynote speakers include Chip Wile, president for Daytona International Speedway, and Stephen Hegarty, PIO for the Tampa Police Department.

Registration details:

  • Full-day registration includes all sessions:  morning keynote, afternoon workshops and lunch keynote

  • Morning-only registration includes morning keynote and afternoon workshops

  • Afternoon-only registration includes afternoon workshops and lunch keynote

Don’t wait to register!  Early bird pricing ends July 15.

Media Mashup Schedule



The Center of the Storm: Daytona International Speedway President Chip Wile shares what it’s like to host multiple mega-events and media from around the world. Chip, a former public relations representative for NASCAR race teams who now serves as president of Daytona International Speedway, shares how the “World Center of Racing” is an international tourist destination hosting events beyond motorsports and accommodating large numbers of media each year.

8:50-9 A.M.  BREAK


Session 1A: Post Like a Pro

Connecting with several hundred thousand UCF fans is all in a day’s work for Eric DeSalvo, who heads digital and social media efforts for UCF’s athletics programs. Learn how he covered the frenzy surrounding student athlete selections at the 2018 NFL draft, and hear his top tips for going live, harnessing the power of user-generated content, and building engagement.              

Session 1B: Collaborating with the C-Suite

Whether you are a veteran practitioner or just getting started to the PR field, you’ll enjoy this candid discussion with Roy Reid, APR, CPRC, who will talk about the journey to the C-suite. Reid, who serves as Executive Director of Communications for the massive Adventist Health System, will provide his insight on how to better understand management goals, help find business solutions, and bring a stronger public relations voice to your organization’s policymaking table. 

9:45-9:55 A.M. BREAK


Grab plenty of business cards, and get to know some of the movers and shakers in Central Florida’s media scene in our Speed Networking Roundtable. We’ll have representation from local print, broadcast, and online media. Confirmed attendees to date include:

  • Danielle Prieur, WMFE

  • Jerry Askin, WKMG

  • Stephanie Patterson, Orlando Date Night Guide

  • Barry Glenn, Orlando Magazine

  • Michael Murphy, Orlando Sentinel Editorial Board

  • Jessica Bryce Young, Orlando Weekly

  • Scott Joseph, icFlorida

  • Sheila Kramer, Lake Mary Life

  • Chip Colandreo, Lake Mary Life

  • Scott Powers, Florida Politics

10:40-10:50 A.M.  BREAK


Session 2A: Are Your Press Pitches Working?

Should you still send a press release to the desk? What makes a good pitch? How can you really get the attention of the local media? Join seasoned reporters, editors and producers from radio, television and print as they answer these questions and more in this panel discussion. Scheduled to attend: Allison Walker Torres with News 13, Jeff Weiner with the Orlando Sentinel, and Matthew Peddie with WMFE.

SESSION 2B: Driving Your Digital Content

WFTV Reporter Racquel Asa and WFTV News Technology Director Dave Sirak share top tips for raising your exposure online, including:

    • How to build better web click-ability into your story pitches;

    • When you should reach out to the web desks and what you should send them;

    • The top tricks journalists use to shoot video from their iPhones; and

    • How to get your brand mentioned on a journalist’s social media platform.

11:45-1:00 P.M.  LUNCH PROGRAM



Hunting a Killer: Steve Hegarty, public information officer for the Tampa Police Department, shares a riveting account of his agency’s hunt for a serial killer and the media storm that followed. When there was a gunman killing innocent Tampa residents and the city was on edge, Tampa PD stayed focused on the message to reassure residents and seek the public’s help in finding the killer. Best practices and lessons learned from the prolonged investigation will be valuable for PR practitioners dealing with local and national media and local communities during a high-profile incident.

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