Behind the Scenes at ZooTampa: Where Communications Meets Conservation
Posted on Oct. 23, 2025 / Subscribe 0
by Kiran Malik
PRSA Tampa Bay members went wild on October 20, 2025 – literally - during an exclusive Behind the Scenes trip to ZooTampa at Lowry Park. The event offered a rare glimpse into how storytelling, media relations, and brand strategy bring one of Tampa Bay’s most beloved attractions to life, both on-site and on screen.
Left to Right: Sandra Morrison and Chelsea McNally took us inside ZooTampa's marketing and communications strategies.
communicating conservation
Our gracious host, Sandra Morrison, Director of Communications at ZooTampa, welcomed members into the heart of the zoo’s communications operations. She shared how her team manages everything from media relations to content creation, and community engagement, all the while balancing the zoo’s dual role as a conservation center and a family destination.
inside secrets of zootampa
One of the day’s highlights was hearing about ZooTampa’s collaboration with National Geographic on the hit series Secrets of the Zoo: Tampa (SOTZ) streaming on Disney+, Hulu, Apple TV, and Amazon Prime Video. Sandra took us behind the curtain to reveal how the series comes together, from coordinating with animal care experts to ensuring the zoo’s mission and message shine through in every episode.
branding and creative strategy
Adding to the excitement, Chelsea McNally, Director of Brand Management, walked us through the zoo’s advertising and content strategies. From emotional storytelling to data-driven campaign decisions, Chelsea shared how ZooTampa’s creative efforts help attract over 1.2 million guests annually, including both national and international visitors. With roughly 850 animals calling the zoo home (though numbers fluctuate due to manatee rehabilitation and rescue programs), there’s never a shortage of stories to tell.
member spotlight
Jeanne enjoying the tortoise encounter.
For Jeanne Gilbert, 20, a PR & Advertising major at USF, the event was phenomenal. She is also a Public Relations Student Society of America (PRSSA) member.
“Being able to network with so many PR professionals and to hear from ZooTampa PR and marketing experts has been incredible, especially because it’s such a fixture in the Tampa community. The tortoise encounter was very cool. I highly recommend joining the PRSSA so students can benefit from PRSA Tampa Bay.”
Following Jeanne’s experience, Allie Fritz shared a similar enthusiasm for connecting with industry professionals and learning how local organizations engage the community through creative public relations and marketing strategies. Allie is the Content and Communications Specialist at FrankCrum, whose connection to ZooTampa runs deep.
“I interned with the Zoo from January to March 2020 and later worked as a Field Production Manager for Secrets of the Zoo: Tampa Season 3,” Allie shared.
“I thought the event went really well and was very educational; I even learned things about SOTZ that I wasn’t aware of before. Sandra did an excellent job running the day, and I appreciated the deep dive we got into how the teams’ function and what goes into their branding, marketing, and communications.”
“And it’s always a wonderful time hanging out with Al, Dabby, and Sligh, the tortoises, during the encounter portion of the event. I’d missed them quite a bit; it was a great way to end the event.”
the power of professional connection
A long-time supporter of PRSA Tampa Bay, Allie reflected on how the organization has helped her grow personally and professionally:
“Being a member of PRSA has encouraged my continued growth as a PR and communications professional, provided opportunities for learning, and given me access to other professionals and their real-world experience, which is invaluable. Personally, PRSA has succeeded in getting me out of my comfort zone and given me more confidence, which is crucial for someone who tends to be quite introverted.”
storytelling that inspires
The ZooTampa Behind the Scenes tour was not just an opportunity to learn, it was a reminder of the power of storytelling, collaboration, and connection in our profession. Whether it’s communicating the importance of wildlife conservation or crafting campaigns that inspire action, we’re reminded that every story has the power to make an impact.
A huge thank you to Sandra Morrison and Chelsea McNally for hosting us and sharing their expertise, and to our incredible members for making events like these so memorable.
Until next time, keep your curiosity alive, and maybe take a page from ZooTampa’s playbook: every great story begins with passion and purpose.
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