PR University features national and local experts

The Southwest Florida Chapter of the Florida Public Relations Association will host PR University, a daylong conference, on Friday, Oct. 9. The event takes place from 8:30 a.m. to 4:30 p.m., at Harborside Convention Center in Fort Myers. National experts, local media and public relations professionals will take a closer look at traditional and new media communication tools, public relations strategies and ethics in media and in the broadening field of public relations.

The conference's theme, "High Tech, High Touch," illustrates the delicate balance in communication strategies today. The term was coined by John Naisbitt, author of the 1982 bestseller "Megatrends." In it, he theorized that in a world of technology, people long for personal, human contact. Could he have known that technology would be the tool to connecting people so personally?

Speakers will explore the need for both technology and the new nature of relationships. Brian Solis, a public relations professional and social media guru from Silicon Valley, Calif., will address how PR pros need to expand their scope by engaging everyday people and connecting with them in order to get their messages out in a broad scale. He has published several books.

Michael Goldberg, of Zimmerman Advertising, one of the country's leading advertising agencies, will discuss the role of public relations and advertising to create an integrated campaign approach. He will also share his knowledge of building a brand and the importance of strategic thinking as a public relations professional. Mr. Goldberg has 20 years of agency experience with clients such as Hershey's, Crocs, Pep- Boys, Target, Party City and many more.

Judd Cribbs, reporter and editor of WINK News, will explore what is not news. Journalists today are looking for the techy, touchy stories. With challenges such as a variety of mediums to keep their audiences informed, limited staff and a much faster paced news arena, only the best pitches make their list.

A local panel of seasoned professionals including Newt Barrett, of Content Marketing Strategies; Tina Haisman, CPRC, of Tina Haisman Public Relations, and Lynn Schneider, CPRC, director of marketing and communications at Shell Point, will share real life stories on what type of content you should be providing to your prospective audiences, how to sell the idea of social media or technology to your boss or client and what to do or not to do when your company shows up as a target in a blog.

More speakers will round out the day, including FPRA Accreditation chairperson Mary Briggs, CPRC, who will provide a roundtable discussion on the benefits of public relations accreditation and certification as a public relations counselor offered through the universal accreditation board.

The first 50 to register will receive a PRU flash drive customized with PRU materials from the speakers. Registration is $75 for FPRA members, $90 for non-members, and $30 for lunch only. Register at www.fpraswfl.org. Seating is limited.