May 2017  

Current PRSA National Promotions

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Upcoming Events


May 10PRSA Miami Hosts Panel on Restoring Trust and Truth in an Era of Alternative Facts

PRSA Miami invites public relations professionals and the business and legal community to take part in the Wednesday, May 10 ethics discussion on Navigating the Era of Alternative Facts: Restoring Truth and Trust.

The discussion, featuring a panel of experts from journalism, public relations, government  and law, will take place from 11:30 a.m. to 1:30 p.m. at the United Way of Miami-Dade County, 3250 SW 3rd Avenue, Ryder Room, Miami. Tickets are $20 for PRSA members, $30 for guests. Lunch is included. Free parking is available in the United Way garage. Register and pay online at

Panelists will be Nancy Ancrum, editorial page editor, The Miami Herald; Sergio Bustos, senior editor, POLITICO States; Kety Maria Esquivel, senior vice president, Edelman Miami; and Alejandro Miyar, associate, Berger Singerman, and former U.S. Justice Department spokesperson, discussing trust and ethics in the era of alternative facts and fake news. Virgil Scudder, international communications expert, author and In the C Suite columnist with PRSA’s Public Relations Strategies magazine, will be the moderator.


The PRSA Miami Ethics Committee planned the meeting, drawing on current and recent events. Panelists and participants will examine the ever-evolving ethics of communication at a time of eroding trust in essential institutions and a proliferation of misinformation and deliberate falsehoods on current issues.

The international 2016 Edelman Trust Barometer will be a feature of the discussion. This report reveals the largest-ever drop in trust across the institutions of government, business, media, and NGOs. Also, the report states, an average person is now considered just as credible a source as an expert thanks to "a media echo chamber that reinforces personal beliefs while shutting out opposing points of view."

The Edelman report shows the largest ever trust gap (12 points) between the informed public and mass population, driven by income inequality and divergent expectations of the future. While trust levels among informed publics are the highest ever in 16 years, trust is below 50 percent for the mass population in more than percent of the countries surveyed, having barely moved since the Great Recession. The trust disparity has widened and is now at double digit levels in more than half of the countries surveyed. The U.S. presents the largest divide at nearly 20 points followed by the UK (17 points), France (16 points) and India (16 points), according to the report.

May 17: Branding Expert Bruce Turkel is Guest Presenter at PRSA Miami Coffee & Conversation

Bruce Turkel, branding expert who is founder of the successful Miami brand management firm TURKEL Brands, will be the guest presenter at the Wednesday, May 17, PRSA Miami Coffee & Conversation breakfast roundtable discussion.

Twenty PRSA members will be able to talk about branding issues first-hand with this engaging speaker in a small discussion group at 8:30 a.m. in the Codina Partners 5th Floor corporate boardroom, 2020 Salzedo Street, in Coral Gables.

Space is very limited and members are encouraged to register early so they don’t miss out. To register and read Bruce Turkel's bio, go to Registration fee for members is $20. A light breakfast will be served.

May 18: Network with the Greater Miami Convention & Visitors Bureau

Join Jennifer Diaz, the GMCVB’s associate vice president of media relations and promotions, and her team at a special happy hour networking event at Scarpetta by Scott Conant inside the Fontainebleau Miami Beach

The Greater Miami Convention & Visitors Bureau (GMCVB) Media Relations & Promotions team generates media coverage of our city by various means, including news releases, hosting press trips, traveling on press missions, as well as generating promotional and experiential marketing programs both on social media platforms and at marquee international events.

Guests will have the opportunity to learn more from the GMCVB team on different topics such as strategies, hosting press trips and how your organization and/or client can get involved. You’ll also hear about their popular Temptations Program which includes Spa Month and Miami Spice and how to participate.

After the presentation, guests can mingle and network one-on-one. Everyone will be to treated to complimentary light bites and a first cocktail courtesy of Scarpetta. Attendees may enjoy the restaurant’s happy hour menu after the welcome cocktail. Regeister now at

Discounted parking for the event is $15. Additional hourly parking lots and garages are available near the hotel.

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Member Spotlight

Meet PRSA Miami Member: Julie Lugones
Partner, Fusion Communications, Inc.
Treasurer, PRSA Miami

Birthplace: Hialeah, Florida aka Leah District

What accomplishment are you most proud of? Being selected and completing the Stanford Latino Entrepreneurship Program last Fall. 

Who is your role model? My role model is my daughter, Mandy, for showing us what unconditional love is, perseverance and what matters most in life.

My communication’s role model is GM’s CEO Mary Barra for her simple and heartfelt communication style. A recent addition to my role models list is someone I met at the Stanford program, Sarahi Espinoza. Much younger than I, her dedication and hard work has taught me so much about perseverance and commitment to a cause. Espinoza is the founder of a Dreamer’s Roadmap. Her vision is to bridge the gap of lack of financial aide when transitioning to college for all undocumented students. 

Favorite place in Miami: Anywhere there is a direct view and access to the beach. Love Faena! 

Favorite social media accounts to follow: @culinarylense, @randyrainbowofficial @jimmyfallon @dreamersroadmap @livelikebella

I support: Live Like Bella, Children’s Cause for Cancer Advocacy, CureSearch and Cross Catholic Outreach

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Congratulations are in order!

BODEN was awarded two 2017 PR News Social Media Awards and a 2017 Bronze WOMMY Award for their work with McDonald's. Escucha®, their social listening command center, won for Best Use of Technology and Technology Implementation at the PR News and WOMMY Awards, respectively. Last year's Más All Day Breakfast, Más Acceso campaign during the Latin GRAMMYs won for PR News' Best Facebook PR Campaign.

rbb Communications was awarded The Holmes Report's SABRE Award for their work on Florida Power & Light's Manatee Lagoon. The entry focused on the creative idea of using an eco-tourism center to connect with customers to share FPL’s environmental message, particularly through the unique social media "spokescreature" Mia The Manatee.

rbb has also been named a finalist for two PRSA Silver Anvil awards for Florida Power & Light's Manatee Lagoon (community relations) and Hampton by Hilton’s U.S. Hispanic program (multicultural). Winners will be announced June 8 in New York City.

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Save The Date

Save the Date for the 30th Annual Ev Clay/PRSA Miami Chapter Endowment Fund Luncheon to be held Friday, September 15, 2017 at Rusty Pelican with a beautiful waterfront view of the Miami skyline.

Join 100 top industry professionals to celebrate the legends of our industry and acknowledge promising public relations students who have earned Ev Clay/PRSA scholarships in support of their academic accomplishments.

Please contact Wendy Knowles at for 2017 sponsorship packages.

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Nomination for PRSA Miami Awards Due in June

PRSA Miami is seeking nominations for two major awards: the Bill Adams PRSA Lifetime Achievement Award and the PRSA Miami Royal Palm Award.

Bill Adams PRSA Lifetime Achievement Award

The Bill Adams PRSA Lifetime Achievement Award is given to a PRSA member or retired member who meets the following criteria: 

• Has maintained tenure of 20 years of service in the public relations profession.
• Has excelled in demonstrating support and dedication toward advancing the profession in communications and public relations (for example: through education, leadership roles, professional development and/or community service).
• Represents the ethical characteristics exemplified by Bill Adams’ career.

PRSA Miami Royal Palm Award

The PRSA Miami Royal Palm Award recognizes a member of the community (not necessarily a public relations professional) who embodies and demonstrates key values of the public relations profession. The nominee should meet the following pre-established criteria for the award:

• Maintains a high standard of ethics and social responsibility.
• Positively affects attitudes, beliefs, and behavior for the common good.
• Respects the nature of public opinion while accomplishing set goals.
• Makes a significant political, economic or social impact on the community.
• Positively influences policy decisions, courses of action and communications.
• Establishes sound relationships with various publics to gain consensus.

Both the Bill Adams PRSA Lifetime Achievement Award and the PRSA Miami Royal Palm Award will be presented at the 30th Annual Ev Clay/PRSA Miami Chapter Endowment Fund Luncheon on Friday, Sept. 15, 2017 at Rusty Pelican. Winners must be present to receive the awards. More information and past award recipients may be found here.

The nomination deadline for both awards is Wednesday, June 7, 2017.

Please contact Rosanna M. Fiske, APR, Fellow PRSA, at or 305-523-2583, with any questions or to request nomination forms. 

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APR Corner

The Accreditation in Public Relations (APR) credential is a mark of distinction for public relations professionals who demonstrate their commitment to the profession and to its ethical practice. Professionals are selected on the basis of broad knowledge, strategic perspective, experience, and sound professional judgment.

Accreditation elevates the stature of the profession, public relations societies and individual APRs. As employers demand more strategic, sophisticated communications counsel from their public relations staff, there is growing reliance on professional certification as a hiring and promotion criterion, both in the U.S. and abroad.

To learn more about the accreditation process and find out how the Miami chapter can support you, contact Jennifer Valdes at For general information, check out the PRSA National APR Resource page.

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Let's Connect

For more information, visit Find us on Facebook at and follow us on Twitter @PRSAMiami.

Is there something you'd like to see in our monthly newsletters or on social media? Send a note to

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Classified Ads



Job Title: Coordinator, Communications


Department: Strategic Development & Marketing Department


Reports to: Senior Manager, Sponsor Development & Communications

Position Overview: The Coordinator, Communications works with the Senior Manager, Sponsor Development & Communications handling all internal and external media and communication efforts for Best Buddies International, Inc. Candidates must be collaborative in nature and equipped with a strong work ethic. As a member of a small team that is known for hustle and high-quality work, this position will provide intense exposure to the field of public relations. On-the-job training will be provided and quick learning is required.


Job Requirements


  • Bachelor’s degree in Public Relations, Mass Communications or related field of study
  • 1-2 years of professional experience in either Public Relations, Mass Communications, Journalism or related field
  • Excellent writing and proofreading/editing skills
  • Strong command of AP Style
  • Extensive knowledge of the media, including the ability to differentiate between news and non-news events
  • Ability to write and pitch a press release to targeted members of the media
  • Demonstrated proficiency in Microsoft, WordPress, Meltwater, Cision, TVEyes, InDesign software programs
  • Proven project management skills and the ability to work with external PR agencies
  • Learn and maintain a complete understanding of all Best Buddies programs and events in order to discuss these in detail with members of the media for publicity purposes
  • Ability to provide quality results under pressure and strict deadlines
  • Candidates should be responsible, dependable, organized, deadline-oriented and creative



Job Duties included, but are not limited to:


  • Write and distribute press releases pertaining to story pitches and special events
  • Create and execute a detailed, tactical PR plan to generate publicity for local/national events and initiatives
  • Manage the organization’s national Communications Calendar and proactively draft monthly emails to be routed internally to senior level executives for approval
  • Plan and execute all media aspects during special events, including pitching and securing media placements before, during, and after the event; setting up TV live shots and/or media platforms, managing internal photographers (both video and still), and facilitating the needs of attending media
  • Serve as the PR liaison between Best Buddies headquarters and state offices; Provide public relations support to state offices and oversee the production of public relations materials for all offices and departments
  • Work with journalists and Best Buddies staff to come up with story ideas, interviewees, coordinate all logistics, and prepare all parties (journalists and Best Buddies reps) for interviews (i.e. background, talking points, props, visuals, etc.)
  • Keep up with current events and scan the media for opportunities to place Best Buddies (staff/key supporters) into stories about philanthropic organizations, key fundraising events, human interest stories, etc.
  • Identify compelling stories and media opportunities that align with Best Buddies' communications strategy and goals; Proactively pitch newsworthy items to media
  • Locate, clip and file all press pieces (print, broadcast and online) pertaining to Best Buddies, its key supporters (when related with Best Buddies, staff, programs and special events); maintain organized archives of video footage and broadcast clips
  • Manage the production of the Best Buddies Newsletter, the organization’s quarterly newsmagazine
  • Manage and regularly update the News section of the Best Buddies website
  • Monitor social media, media clippings and online mentions of Best Buddies
  • Draft content for Best Buddies International’s social media platforms (Facebook, Instagram, and Twitter)
  • Maintain consistent use of facts, figures and language throughout the organization through effective internal communications tools
  • Ensure accurate information is provided to media to create greater awareness and understanding of the Best Buddies' mission and global impact





  • This position requires 15% travel for work-related events
  • Works extended hours/nights/weekends as needed during Special Events



To apply, please submit the REQUIRED information below and availability to interview in person: 

Apply for Communications Coordinator using the link below:


Cover Letter




Three (3) recent writing samples


Three (3) professional references (Please note that all references will be checked)


Also, please be prepared to complete an in-person writing test and grammar exam if/when interviewed.




Public Relations Assistant Account Executive

rbb Communications

Fort Lauderdale, FL


Miami-based nationally ranked PR firm seeks smart and resourceful PR professionals to join its growing team. 


Join rbb, four-time PR agency of the year, and jump start your career in communications.  If you have impeccable grammar, learn quickly, have a mastery of Microsoft Office and embrace hard work, we want to meet you.


rbb is consistently named one of the best places to work in Florida and across the country. 


Enjoy an award-winning work environment, competitive salary and endless customizable benefits -- including 401K with match, flexible schedules, laptop and other tech toys, professional development and career growth.


Mandatory Requirements:

  •        College graduate with minimum 1 year PR experience (internships count!)
  •        A passion for news and social media
  •        Flawless grammar and experience with AP Style
  •        Perfect proofreading skills
  •        Resourceful with the ability to make smart decisions quickly
  •        Desire to learn and grow with one of the country’s top PR agencies
  •        Bilingual is a bonus (English/Spanish)

To apply, pitch us on why we should hire you and email resume and availability to interview in person to with “AAE Candidate” in the subject line.


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