Sharing the Love: Non-Profit PR – Is It Really Different?

Sharing the Love: Non-Profit PR – Is It Really Different?
Sponsored by PAN Communications

Central Florida is blessed with hundreds of not-for-profit organizations addressing numerous issues and challenges facing our community. How do they stand out and remain relevant not just during the traditional giving season, but all year long?

Join a panel of experts from some of these stellar not-for-profit organizations to learn how they tell their stories and attract volunteers and donors to their mission through PR initiatives.


  • Betsy Culpepper, Vice President of Marketing & Communication for Habitat for Humanity Greater Orlando & Osceola County
  • Betsy Owens, Vice President of Marketing & Community Relations for Boys & Girls Clubs of Central Florida
  • Greg Higgerson, CFRE, Vice President, Development for Second Harvest Food Bank of Central Florida

Moderated by

  • Jon Busdeker, Founder & Storyteller, Sunny Oranges Productions



Of Note: Refunds will not be issued unless cancellation order is received at least 48 hours prior to the event.

By registering for a PRSA Orlando event, you will be subscribed to receive notifications about future events as well as information from our chapter. You are welcome to opt out at any time.


Cutting Through The Digital Noise

Want to inspire loyalty? Raise awareness about what you do? Attract new customers? You’ve probably already been using online marketing platforms for a while, but here’s the problem: so has everybody else. The rise of social media and an increased sense of content overload has challenged for-profit and non-profit organizations alike to stand out amid the day-to-day ‘life in the digital noise.’ 

In this session, CTS Agency co-founders Greg Trujillo and Carolyn Capern will discuss practical techniques that your business can use to cut through the digital noise and make an impact with your audience. 

CTS Agency has created and implemented digital and traditional marketing strategies for FINFROCK, Harbor House of Central Florida, Orlando Science Center, “Rethink Homelessness” campaign for the Central Florida Commission on Homelessness, “Step Up Against Poverty” campaign for United Against Poverty – amongst many others; and are regularly featured speakers about digital marketing, effective messaging, and cause-based advocacy at digital conferences. 

 At the end of this session, you will be able to:

 1.      Identify the key differences between audience-first marketing and brand-first marketing

2.      Understand what it takes to craft ‘thumb-stopping content’ for digital media

3.      Develop practical promotions strategies to get your message in front of your audience



Of Note: Refunds will not be issued unless cancellation order is received at least 48 hours prior to the event.

By registering for a PRSA Orlando event, you will be subscribed to receive notifications about future events as well as information from our chapter. You are welcome to opt out at any time.


Professional Development Summit

PRSA Orlando 2018 Fall Mixer at Disney Springs

PRSA Orlando 2018 Fall Member Mixer

Come unwind with your PRSA Orlando friends and toast the upcoming holidays at Enzo’s Hideaway in Disney Springs. Sip on prohibition-era cocktails and enjoy delicious bites at a tunnel bar exuding an intimate, 1920s speakeasy-vibe. This unique venue features a large variety of cocktails inspired by the secretive world of transatlantic smuggling, creating a truly unique gathering place for PRSA Orlando. Your entry includes a beverage (regular or alcoholic), select savory tastes, raffle prizes and networking with the best communications and PR pros in town!

What: PRSA Orlando 2018 Fall Member Mixer
Where: Enzo’s Hideaway in Disney Springs, 1570 E Buena Vista Dr, Lake Buena Vista, FL 32830
When: Thursday, November 15, 2018, 6-8 p.m.
Parking and Directions:
Parking is free and in the Orange Garage, accessible directly via the Disney Springs exit from I-4. When exiting the Orange Garage into Disney Springs, hang a right and walk toward Maria and Enzo’s and The Edison (smokestack landmark). Enzo’s Hideaway is directly across the street and right next to STK.



Brand Evolution – Communication Interplay


Central Florida Media Mashup

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.

PRSA Orlando Spring Networking Social

Bad to the Bone PRSA Social Mixer

Hotrods. Fast bikes. And leather jackets. Channel your inner gearhead at our spring mixer at Ace Café! Enjoy hors-d’oeuvres, drinks, prizes and networking among industry professionals and friends at Orlando’s coolest new venue. See old friends and build new relationships. Whether you just drop in or stay awhile, now’s a good time to reconnect in a fun and casual atmosphere. Be there or be square!

Date: Thursday, May 31, 2018

Time: 6:00 – 8:00 PM

Location: Ace Café – 100 W. Livingston Street, Orlando, FL 32801

Cost:  $10 members, $25 non-members, $5 students


Refunds will not be issued unless cancellation order is received at least 48 hours prior to event.

We will keep you updated at PRSAOrlando, Twitter, Facebook, LinkedIn.

Support the PRSA Orlando/Frank R. Stansberry Scholarship at UCF

The PRSA Orlando/Frank R. Stansberry Scholarship provides financial assistance to one full-time University of Central Florida student majoring in public relations each year. PRSA Orlando recently reached its financial goal of endowing the scholarhsip by raising $25,000, but there is still much more to do. Your contribution to the PRSA Orlando/Frank R. Stansberry Scholarship at UCF will help encourage bright, eager young men and women to major in public relations and become the next generation of practitioners. Donating is easy and tax deductible. Just click to donate today: