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


VITAS Healthcare, the nation’s leading provider of end of life care, is searching for a Public Relations Specialist to work out of its Downtown Miami office alongside it's in-house corporate marketing department. At VITAS, we provide our employees opportunities for professional growth, advancement and competitive benefits. 

The PR Specialist is responsible for creating, planning, and executing public relations strategies to maintain and enhance the perception of VITAS Healthcare among various internal and external audiences.

The PR Specialist partners with our field offices on earned media opportunities and media outreach. They are also responsible for online reputation management response and moderation efforts. Assists PR Director and AVP with public relations issues and crisis communications.

  • Plans and oversees public relations efforts in order to meet needs, objectives, and policies of VITAS.
  • Helps to develop media relations programs to include: strengthening current relationships with healthcare communities and others as appropriate and implement strategic media coverage that will enhance the image of and broaden awareness for the organization and its work.
  • Prepares and distributes press materials to authorized field staff who may be interested in learning about or publicizing VITAS activities or message.
  • Performs hands-on media relations/public relations work in collaboration with senior management, including but not limited to: implementing plans, responding to direct media inquiries, researching facts and resources, identifying news sources, and proactively communicating with journalists across media outlets to advance the mission of the organization in line with company’s initiatives as necessary.
  • Inform the VITAS field staff in a respectful and positive way on the role of media relations and develop processes and systems for managing both expectations and work to ensure positive outcomes and strong internal relationships.
  • Manage distribution of press releases for local programs, utilizing mail, e-mail and press release distribution services. Monitor and report results of press release initiatives.
  • Works with VITAS programs and assists in seeking out opportunities and engaging in relationship building for VITAS with community foundations, agencies, faith-based organizations, corporations, government entities, media and other appropriate organizations.
  • Build strong, positive working relationships with management and staff that will lead to a long-term and sustainable infrastructure for strategic media relations.


Benefits Include

  • Competitive compensation
  • Health, dental, vision, life and disability insurance
  • Life insurance
  • 401(k) plan with numerous investment options and generous company match
  • Cancer and/or critical illness benefit
  • Tuition Reimbursement
  • Paid Time Off
  • Employee Assistance Program
  • Legal Insurance
  • Affinity Program


Experience / Qualifications: 

  • Minimum five years of experience in corporate communications, public relations, PR agency, journalism or a related field. Working knowledge of Microsoft Word required.  Healthcare experience preferred.
  • Ability to work on various assignments simultaneously.
  • Ability to communicate tactfully, verbally and in writing with department heads, managers, coworkers and vendors to resolve problems and negotiate resolutions.
  • Working knowledge of computers, internet access, and the ability to navigate within an automated systems as well as a variety of software packages such as Microsoft Suite, workflow management software, social media software and other communication software/programs.



Bachelor’s degree in journalism, public relations, communications, marketing or related field from an accredited college or university or the international equivalent required.

Location: Downtown Miami-Corporate 

Apply through LinkedIn -

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