Join us for the 2024 PRSA Tampa Bay Professional Development Day, presented by Tampa International Airport and sponsored by Lutheran Services Florida. Prepare for an invigorating day filled with tactics and techniques to build and sharpen your skills as a PR practitioner. Speakers will share their knowledge on connecting with diverse audiences, how to get your team to peak performance, preparing for a crisis before it hits, the inside look at an award-winning international airport marketing and communications team, and harnessing the power of visual storytelling. You don’t want to miss this year’s PDD!

Agenda Overview (full agenda below):

• 7:30-8:30 a.m. - Networking and Breakfast
• 8:30 a.m - Welcome & Remarks
• 8:45-9:45 a.m. - Keynote address: Knowing Your Audience: Speaking Their Language without Losing Yours
• 9:45-10:30 a.m. - Helping Tampa Bay the TPA Way with TPA's Marketing and Communications Team 
• 10:30-10:45 a.m. - Break
• 10:45-11:30 a.m. - Conversations to Elevate Your Team to Higher Performance Workshop
• 11:30 a.m. - 12:15 p.m. - Preventing Crisis Before It Happens
• 12:15-1:30 p.m. - Lunch served
• 12:30-1:30 p.m. - Visual Storytelling
• 1:30 p.m. - Photo with Phoebe

Parking Instructions:
Due to construction, parking in the Short Term and Long Term Parking Garages at Tampa International Airport is limited. Please follow signs to the Economy Parking Garage. You may park on any level of the garage and then proceed to the first floor. From the first floor, follow signs to SkyConnect and take it to the Main Terminal. Take escalators down to the third floor and walk straight ahead to the event space located between Airsides E & F. To ensure a prompt arrival for this event, please plan to arrive at the airport 20-30 minutes early.

Full Agenda

7:30-8:30 a.m. - Networking and Breakfast

Join your fellow event attendees for breakfast and networking to start the day.

8:30 a.m - Welcome & Remarks

Welcome by Laura Fontanills, APR, PRSA Tampa Bay Chapter President
Sponsor remarks by Terri Durdaller, Lutheran Services Florida, and Tampa International Airport

8:45-9:45 a.m. - Keynote address: Kari Goetz

Knowing Your Audience: Speaking Their Language without Losing Yours
Catch the vibe with PRSA Tampa Bay at Professional Development Day featuring our keynote speaker Kari Goetz, the Chief Flying Squirrel of WinZig Consulting.
Join us as we explore the fun and foibles of audience-centric communication. We’ll decode the secrets of effective communication sprinkled with humor. In the feature keynote session titled, "Knowing Your Audience: Speaking Their Language Without Losing Yours," you'll learn how to connect with diverse audiences without compromising your authenticity. Discover why knowing whether to say "elevator" or "lift" can make or break your message. Dive into the do's and don'ts of bridging generational and cultural gaps when communicating. Whether you’re addressing baby boomers or zoomers, discover the power of knowing your audience and the impact of choosing your words wisely. It’s all about communication that clicks, not confuses!

Goals:

• Learn the significance of tailoring language and messaging for your target audiences.

• Gain insights into the appropriate use of humor—when it helps to engage and clarify, versus when it might distract or detract from the key message.

• Walk away understanding that communication isn't one-size-fits-all and that recognizing cultural, generational, and contextual nuances can dramatically improve the effectiveness of messages.

• Learn how to maintain your authentic voice while still speaking the language of different audience segments.

• Understand how humor can be a powerful tool in public relations to break down barriers and create memorable messages.

9:45-10:30 a.m. - helping tampa bay the tpa way with josh gillin and jon vaden, tpa's marketing and communications team

With 25 million travelers expected to pass through its doors this year, Tampa International Airport is like a small city. With so much growth and activity, telling the public what they can expect at TPA is more than press releases and signage. Two team members representing both TPA’s Communications and Marketing departments discuss how they highlight what the Airport offers the Tampa Bay region and share new developments with the traveling public. They will present a case study on this summer’s highly successful effort to launch nonstop service from Tampa Bay to Mexico City aboard a new airline partner, Aeromexico, which involved close coordination with the airline’s PR & marketing teams as well as Tampa Bay business leaders, tourism agencies and community boosters from three counties.

10:30-10:45 a.m. - Break

10:45-11:30 a.m. - Workshop: Charlotte Edwards

Unlock the potential of your team with 'Conversations to Elevate Your Team to Higher Performance - 5 Steps to Successful In the Moment Conversations.'
In this transformative workshop, we'll delve into the art of impactful dialogue that drives peak performance. Employee development is crucial for any organization, and constructive feedback plays a vital role in this process. Through a structured approach encompassing five key steps, participants will learn to navigate and capitalize on real-time interactions effectively. This workshop empowers leaders to enhance their conversational skills and includes interactive exercises. Takeaways include a free tool outlining the in-the-moment feedback framework, fostering employee growth and development, benefiting both individuals and the organization as a whole. Additionally, it cultivates an open and supportive atmosphere conducive to continuous improvement and success. Whether you're a seasoned manager or an emerging leader, this workshop equips you with actionable insights to foster a high-performance environment where every conversation propels your team towards success.

11:30 a.m. - 12:15 p.m. - Presentation: Joel Staley, JCS Communications

Preventing Crisis Before It Happens
Joel Staley, a 25-year corporate communications veteran presents "Preventing a Crisis Before it Happens." His experience leading crisis teams for the world's largest PR firms includes defending against a CBS News 60 Minutes assault which earned Joel and his team a PRSA Radiance Award for best crisis communications campaign. Joel shares tactics and techniques for conducting an organizational vulnerabilities assessment as well as guidance on generating crisis scenario plans that mitigate the discovered vulnerabilities. Gone are the days of dust-covered crisis binders that sit on the shelf. Having a trained team with the right mindset and messaging are the best defense against the next issue that might threaten your organization's reputation.

12:15-12:30 p.m. - Lunch served

12:30-1:30 p.m. - Closing Session: Javier Zarracina, senior graphics director, usa today

Visual storytelling: Crafting Captivating Graphics
In today’s data-rich landscape, visual storytelling has emerged as a potent communication tool. Join Javier Zarracina, Senior Graphics Director of USA Today, as he unveils the secrets behind effective information graphics. In this engaging session, PR practitioners will learn how to transform dense narratives into eye-catching visuals that resonate with audiences. Javier will showcase real-world examples, delve into essential techniques, and demystify the tools he employs daily. Don’t miss this chance to immerse yourself in the language of visual storytelling and elevate your communication game!

1:30 p.m. - Photo with Phoebe

Snap a group photo with everyone's favorite Flamingo Phoebe before jetting off!

Speaker Bios

Kari Goetz, CEO, Winzig Consulting

If Kari Goetz could be any animal, she would be a flying squirrel. Until that dream materializes, she’s happiest in the air providing innovative solutions for aviation organizations, nonprofits, and businesses.

Kari is the CEO (and Chief Flying Squirrel) of Winzig Consulting, a full-service marketing and PR agency with a focus on non-profit, transportation and member-driven organizations.

As a nonprofit executive, Kari has led The Florida Aquarium and United Way Suncoast through transformative marketing, PR and fundraising initiatives, including the historic $20 million dollar gift to United Way Suncoast by MacKenzie Scott.

Formerly the Director of Marketing for Tampa International Airport, Kari oversaw the marketing of a historic expansion of international and domestic air service, welcoming five new airlines and dozens of domestic routes. As the award-winning leader of a full-service, in-house marketing team, Kari was integral in the SkyConnect and SkyCenter master plan marketing initiatives and programs.

A community leader, Kari currently sits on the steering committees of Airport Council International, Leadership Florida marketing committee, and the Tony Jannus Distinguished Aviation Society. Kari an active member of the Athena Society, and Vice-Chair of Leadership Tampa 2025. She is the immediate past chair of Stageworks Theatre and sat on the boards of the Tampa Bay Chamber, Girl Scouts of West Central Florida, Visit Tampa Bay and Feeding Tampa Bay, and Jobsite Theater.

Kari holds a BFA in Theater from the University of Florida, and an MA in Communication from the University of South Florida. She lives in a charming bungalow in Seminole Heights with her righteous husband, groovy son, and too many rescued animals.

Javier Zarracina, Senior Graphics Director, USA Today

Javier Zarracina is the Senior Graphics Director at USA Today where his work is to lead and coach the Graphics Department, including researching and creating information graphics, interactives and motion graphics for the different platforms of the USA Today Network.
He collaborates with the different newsrooms of Gannett to identify priorities for visual storytelling and serves as liaison with different teams, networks and platforms as he edits daily and long-term data visualizations.

Previously he was the Graphics Editor at Vox.com, Graphics and Data Editor at the Los Angeles Times. and Graphic Director of The Boston Globe. Before he worked as Graphic Director at El Correo in Bilbao, Spain, Deputy Graphics Director at the San Jose Mercury News.

Additionally he consults for several international media companies and contributes as infographic artist and illustrator for several publications.
Photo credit: Jack Gruber/USA Today

Charlotte Edwards, Owner, Training Solutions by Charlotte Edwards

Charlotte Edwards is a dynamic and highly experienced business coach and trainer, dedicated to empowering individuals and organizations to unlock their full potential. With a passion for helping others succeed, Charlotte brings a wealth of knowledge and expertise in guiding professionals toward achieving their goals and maximizing their growth. She is the owner of Training Solutions by Charlotte Edwards, LLC.

Charlotte motivates businesses focusing on customer satisfaction, evaluating current business practices, highlighting staffing strengths and creating a plan that increases employee values and productivity in organizations.

Drawing from her extensive background in state government, business development and leadership roles, Charlotte possesses a deep understanding of the challenges and opportunities faced by today's professionals and business owners. Her strategic insights and practical approach enable her clients to overcome obstacles, cultivate effective strategies, and drive meaningful results.

She equips her clients with the tools, knowledge, and the mindset necessary to excel in their respective fields.

Joshua Gillin, Senior Manager of Communications, Tampa International Airport

Joshua Gillin is Senior Manager of Communications at Tampa International Airport, joining the Hillsborough County Aviation Authority in 2022 following a successful escape from a 24-year career in newspapers as an editor, reporter, graphic designer and webmaster. 

After working at the Tampa Bay Times, Philadelphia Inquirer, Savannah Morning News and more, he’s now responsible for messaging about the Airport’s revenue-generating initiatives, including Planning & Development/Construction, Concessions, Commercial Parking, Air Service Development, Hillsborough County’s three General Aviation airports and more. He also is in charge of keeping the content that TPA’s social media specialist creates at least somewhat family friendly.

Josh graduated from the University of Nebraska-Lincoln, home of a once-storied football team and a still-storied volleyball team. He lives in Dunedin with his wife, teenaged daughter and a 5-lb. dog named Rocket. He practices martial arts, rides bicycles and wears kilts (although not at the same time).

Jon Vaden, Director of Marketing, Tampa International Airport

Jon Vaden is the Director of Marketing at Tampa International Airport. He joined the TPA team in 2019 after a four-year stint at California’s San José Mineta International Airport. Before airport life, Jon worked in sports television and video production for more than a decade, and then spent nearly five years as Executive Director of the Kentucky Office of Creative Services, a state government agency serving the governor’s office and other state agencies. 

He also spent five years in business development roles for video and digital media production companies serving Silicon Valley technology company clients. 

Jon is a graduate of the University of North Carolina at Chapel Hill. Go Heels.

Joel Staley, JCS Communications

Joel Staley is a public relations professional and executive communications trainer with more than 25 years of experience in creating and directing media relations, crisis communications and social media campaigns for general and multicultural audiences in the higher education, health care, travel & tourism, financial services, environmental, real estate development and sports industries. He recently led a national boating safety media relations campaign for his client, the Water Sports Foundation, which generated more than 600 million impressions and earned two national marine industry awards. For Edelman, the world’s largest communications firm, he led a team that provided crisis communications counsel for a national outpatient surgical center facing a 60 Minutes inquiry. The effort earned him and his colleagues a Florida PRSA Radiance award for crisis campaign of the year. He also provided crisis counsel to Consultate Healthcare, one of the largest assisted living facility companies in the nation. He positioned Carnegie Mellon University and its autonomous vehicle lab as the pioneer in the field with media coverage that included a USA Today feature reaching millions. He counseled the Everglades Foundation as they publicized the findings of a critical environmental survey to galvanize public sentiment. He helped Can-Am introduce a new clothing line at the Daytona 500. He launched lavender-scented Angel Soft toilet paper with a national experiential campaign driving strong sales among the U.S. Hispanic market. While at Burson, he conducted media relations, crisis communications and media training for globally recognized brands like the Mexico Tourism Board, IKEA, Accenture, State Farm Insurance, Shell Oil Company and others. He was a public relations director for Walt Disney Parks & Resorts and its theme parks, cruise line, hotels and restaurants. He was also SVP of brand and external communications for Seacoast Bank. Joel is based in Central Florida. He speaks and writes Spanish fluently and holds a bachelor’s degree in public relations from Brigham Young University.

Beau Zimmer, Communications Manager, Hillsborough County Aviation Authority

Beau Zimmer is Communications Manager for the Hillsborough County Aviation Authority, representing Tampa International Airport and the County’s three smaller General Aviation airports.   

Beau was born and raised in the Tampa Bay area, graduating from Lakewood High School in St. Petersburg before attending the University of Florida, where he studied Broadcast Journalism.  

He spent more than 20 years working in television news as an Emmy nominated, award-winning reporter in Gainesville, Louisville and Tampa, where he spent more than 16 years at CBS affiliate WTSP-TV Channel 10.  

Beau then took his storytelling and video skills to Tampa International Airport where today he produces both online and video content to help educate the public, aviation industry and local stakeholders on the latest news coming out of America’s Favorite Airport.