By Betsy Culpepper
What a dynamic convergence of knowledge, networking, and inspiration at the 2024 Public Relations Society of America (PRSA) Sunshine District Conference at Disney’s BoardWalk Inn! Hosted by PRSA Orlando in partnership with PRSA Sunshine District, the conference’s theme, Once Upon a Strategy, spotlighted the magic of strategic storytelling in crafting effective public relations campaigns and beyond.
The conference brought together professionals from public relations, communications, and marketing, offering innovative ideas, transformative discussions, and unparalleled opportunities for growth. It wasn’t just about honing our skills; it was about celebrating our shared passion for PR and forging new friendships in the industry.
The Opening Keynote set the tone with Disney’s Approach to Leadership Excellence, presented by James Keenan from the Disney Institute. Attendees were captivated by insights into Disney’s leadership ethos, emphasizing the power of values-driven leadership to create lasting, positive impacts. It was a call to action for all of us to embrace leadership beyond titles and inspire change within our organizations.
Molly McPherson, APR, continued the momentum with her talk on The Strategic Storyteller: Mastering Crisis Communication in an Online World. She provided a masterclass on using storytelling in crisis management, offering strategies for navigating the complexities of social media and maintaining public trust. Her session was a deep dive into real-world case studies, demonstrating the power of narrative in crisis situations.
The conference’s vibrant energy carried into the evening with a magical reception at EPCOT, hosted by the Walt Disney World Communications & Public Affairs team. The night culminated in the breathtaking Luminous: The Symphony of Us fireworks show, a celebration of creativity and community.
Friday kicked off with Tekoa Pouerie’s enlightening session, Erase the Lines: Embracing Equity and Overcoming Bias. Tekoa challenged us to confront our biases and champion equity in our workspaces. Her message was a powerful reminder that inclusivity is the foundation of a harmonious and thriving workplace.
Alice Fairfax, Author and Story Coach, inspired us with her session on Tell Your Story. With her background as a Disney storyteller, Alice emphasized the critical role of narrative in capturing and retaining audience attention. Her stories and insights left us ready to elevate our storytelling game.
Patti Brownsord’s Blueprint for Growth: Strategic Planning for PR Professionals provided invaluable insights for solopreneurs and small businesses. She introduced the ROMP Goals framework, equipping us with practical strategies for driving growth and success in the PR industry.
The panel discussion on Elevate Your Brand Story Through Community Engagement and Visual Magic featured industry experts Demorris Lee, PR Strategist with Hillsborough County Board of Commissioners; Cristina Calvet, MBA, APR, Founder & CEO of Wonderland; and Julie Kostic, Founder & Creative Director of JK Creative, who shared their experiences in leveraging high-quality visuals to transform brands and campaigns. Moderated by Laura Kern, APR, this session underscored the importance of visual storytelling in creating impactful brand narratives.
The conference also celebrated excellence with the 2024 Radiance Awards, honoring outstanding PR campaigns and individuals. Congratulations to Angela Walters Eveillard, MBA, APR, recipient of the 2024 Geri Evans Award for Distinguished Service, and Megan Paquin, APR, CPRC, the Trailblazer of the Year!
Closing the conference with a powerful keynote was Haley Carter, VP of Soccer Operations and General Manager of Orlando Pride. Her story, The Transformative Power of Trust, Communication, and Teamwork, was a gripping account of her journey, from advocating for women’s rights in Afghanistan to navigating her team’s evacuation from Kabul. You could hear a pin drop as she recalled the harrowing details of the team emerging from discrimination and abuse to foster teamwork and communication that led to trust and positive transformation. She was running late, asked forgiveness and we all encouraged her to continue. We didn’t care if her session was running late. We wanted to hear every detail of her unbelievable story. No one left early. Her session was a moving testament to the resilience and strength of teamwork, leaving the audience riveted.
What an unforgettable two days of learning, inspiration, and connection! A heartfelt thank you to everyone who made this conference a resounding success. Keep telling your story and making an impact…Once Upon a Strategy!
