We Create Community for Communicators at PRSA Tampa Bay
Posted on Aug. 29, 2025 / Chapter News / Subscribe 0
by Kiran Malik
On August 27, PRSA Tampa Bay hosted its annual Professional Day, a sold-out event, which brought together 110 public relations professionals at the Tampa International Airport (TPA). Sponsored by the University of Tampa’s MASEM program, the half-day conference offered a powerful lineup of speakers who shared insights to help communicators elevate their craft, build credibility, and lead with strategy.
From Storytelling to Story-Selling
Kathy Times, an Emmy Award-winning storyteller and transformative communications strategist and coach, opened the day with an inspiring keynote, From Storytelling to Story-Selling: Unleashing Your WOW Without Bragging. With a career spanning journalism, executive leadership, and public relations, Times delivered both wisdom and energy. She urged professionals to ensure their achievements are visible:
“What happens because of you? Put it on your LinkedIn top card.” Times also emphasized the power of visual proof.
“Use the LinkedIn banner for your ‘proof of performance’ photos,” she shared, reminding communicators to highlight awards and showcase stories regularly to validate their impact. And truly, she was WOW.
Lessons in Crisis, Credibility, and Clarity
Colonel Erin Dorrance, Department of Defense Spokesperson and head of community engagement at U.S. Central Command, shared her session Lessons in Crisis, Credibility, and Clarity: A Military Perspective on Strategic Communication. With more than two decades as a Public Affairs Officer in the U.S. Air Force, she has navigated some of the most challenging communications landscapes, including the U.S. withdrawal from Afghanistan in August 2021. “Silence breeds speculation. We were taking 24-48 hours to get approval of messages, so the media took over the narrative,” recalled Col. Dorrance. Her perspective reinforced the importance of clarity, timeliness, and trust in communication - especially during crises.
Panel Perspectives: Content, Style, and Strategy
A panel moderated by Bo Breuklander brought together a dynamic mix of PR leaders: Missy Hurley, APR, CEO of B2 Communications; Joseph Priest, APR, content strategist; and Alexandra Booth, Digital Content Manager at Hillsborough Community College.
Hurley encouraged the group to start conversations about AI inside your organization. "These open discussions can help you build an AI workflow that eliminates bias, protects data and privacy, ensures accuracy and leans into a brand's authentic voice." Priest reminded everyone of an essential AP Style truth: “Ampersands don’t belong in copy unless they are part of a brand.” Yes, Joseph, I agree - AP Style all the way. Booth shared her passion for accessible digital technology, while the group discussed practical strategies for creating clear, inclusive, and engaging content.
Thinking Like a Brand Strategist
Jesica D’Avanza, MPA, APR, founder and chief strategy officer of Round Square, encouraged attendees to rethink their approach in her session 5 Ways to Elevate Your Communications by Thinking Like a Brand Strategist. “Stop making it all about you. You are not the hero – and neither is your brand,” she reminded us, pushing communicators to keep audiences at the heart of their storytelling. A personal favorite: she encouraged attendees to “channel their inner poet,” by employing tools like alliteration to freshen up copy.
Growing Your Digital Family: Tampa International Airport
The final session spotlighted the hometown host. Joshua Gillin, Senior Manager of Communications, and C.J. Johnson, Communications Manager at Tampa International Airport, shared how TPA builds its brand without always talking about its product. Johnson, who manages TPA’s community of over 500,000 social media followers, is the creative voice behind viral, witty content that keeps audiences engaged. From playful lines like: “The TSA will now let you keep your shoes on through security at TPA!!!* *Unless you’re wearing Crocs… you should take those off and throw them away.”; to the fan-favorite: “Should we make a separate security line for people who are apparently experiencing their first day on Earth????” Johnson explained the strategy behind the humor:
“I give them a lot of sweets, so when they have to eat a vegetable, they will. The funny content keeps the audience engaged and ‘in’ on something. And, come time for serious updates, they pay attention.” With a master’s degree in social media from the University of Florida and 10 years of PR experience, Johnson’s insights showed how digital personality can drive brand trust and loyalty.
A Day of Connection and Takeaways
From Times’ WOW-worthy keynote to TPA’s social media secrets, every session offered valuable lessons to strengthen skills and strategies. A big thank you to our dedicated organizing committee for making this event dynamic, engaging, and impactful. And thank you to our members and guests for joining us.
Up Next: The Power of Sports PR
Mark your calendars for our next event, Game Plan: The Power of Sports PR in Tampa Bay, happening September 30 at the Children’s Board of Hillsborough County, 1002 E. Palm Ave. in Tampa. This dynamic panel will feature leaders from the Tampa Bay Sports Commission, Crackerjack Media, and Visit Tampa Bay as they share insider perspectives on the storytelling, strategy, and coordination that fuel Tampa’s thriving sports tourism economy. Become a PRSA member, register for events and learn more about PRSA Tampa Bay on our website.
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