AGENDA OVERVIEW
#SUNCON25
Thursday, July 17
1:00 p.m. – Registration opens
- Pick up your swag bag and conference lanyard, sponsored by the University of Florida College of Journalism and Communications Distance Education Program.
2:30 p.m. – Opening remarks
3:00-3:50 p.m. – Opening Keynote
- Bob Kodzis, inspirational speaker. His workLIFE talk is one of those presentations that just may change your life. Full of amazing and interesting images and stories, it is designed to help audience members to find better balance, priorities and happiness as they juggle the complexities and the challenges of their work and lives.
3:50-4:10 p.m. – Exhibitor Showcase and Refreshment Break
- Here’s your chance to meet our extraordinary exhibitors and learn how they can help you and your business thrive!
4:10-5:00 p.m. – Breakout session 1
- Bridging the Philanthropic Gap: The state of alternative media and how influencers and podcasts are integrating into an earned/paid landscape. Jerail Fennell, MS, Marketing & Communications Director, 904WARD; Host & Producer, The Dignified Delinquents Podcast | The Business of Race Podcast | The Health Disparities Podcast.
- Keywords to Coverage: SEO Strategies for Online Visibility and Earned Media. This session will share a practical framework for building an SEO strategy, along with simple tips and principles to help your content drive visibility, awareness, and media coverage. Sherry Sanderford, Director, PR & Thought Leadership, Wounded Warrior Project; Kendra Hand, Content Manager, Wounded Warrior Project.
- Inside the Message: Public Information Officers on the Front Lines of Communication. Vic Micolucci, Strategic Communications Executive, Jacksonville Sheriff’s Office; Amanda Videll, Public Affairs Officer, FBI Field Office Jacksonville; Alicia Tarancon, Director of Public Affairs, Nassau County Sheriff’s Office.
5:00-6:00 p.m. – Welcome reception sponsored by Agility PR Solutions
Friday, July 18
8:00-9:00 a.m. – Registration and Breakfast sponsored by VyStar Credit Union
8:30-9:15 a.m. – Opening Keynote
- Tonya Oxendine, Warriors Speak Spokesperson, Wounded Warrior Project. Tonya Oxendine exemplifies strong leadership. In this session, she will take us through her life story, from abject poverty to successfully becoming one of the first black female command sergeants major in the history of the U.S. Army’s prestigious 82nd Airborne Division. Her presentation will teach techniques and tactics to be a better leader in your own life – even if you aren’t in a leadership role – while engaging, entertaining, and educating about the difference between leading through influence and leading through power.
9:30-10:20 a.m. – Breakout session 2
- Bridging AI Barriers: PRESS Forward: Using AI-Powered Prompt Engineering to Elevate Your PR Strategy. Marcia Gomez, President, Blank Canvas Communications; Faculty, University of Miami.
- Bridging Health Barriers: How Healthcare Professionals Connect their Care with Equitable PR. Kena Lewis, APR, Fellow PRSA – Assistant Vice President, Public Affairs & Media Relations, External Affairs, Orlando Health; Dan Leveton – Media Relations Manager, UF Health Jacksonville; Jennifer Chapman – Vice Chair of Communications, Mayo Clinic.
- Bridging the Philanthropic Gap: How nonprofit communications leaders can keep up with the shifting media landscape in Florida. Deirdre Conner, CEO, The Tributary: A Northeast Florida Journalism Collective.
10:30-11:20 a.m. – Breakout session 3
- Bridging AI Barriers: Working with AI Instead of Against It. Frank Goodin, Associate Instructor, University of North Florida.
- Bridging the Venue: How Sports Teams Share their Impact Story Off the Field. Lyndsay Rossman, Director of Business Communications, Jacksonville Jaguars; Tony Allegretti, Partner and Chief Community Officer, Sporting JAX; Miranda Rossum, Public Relations Manager, PGA TOUR.
- Bridging the Divide: How to Manage it All When You’re the Solo PR Person. Melissa Ross, Director of Strategic Initiatives and Press Liaison for the City of Jacksonville; Heather Schatz, Assistant Director, Public Affairs for Mayor Donna Deegan and the City of Jacksonville.
11:30 a.m.-12:20 p.m. – Breakout session 4
- Bridging the Ordinary: Local media panel discussion on the state of media and how PR professionals can best leverage the fourth estate. Kent Justice, Anchor, News4Jax; Lynn Jones, Jacksonville Free Press; Ric Anderson, Managing Editor, Jacksonville Daily Record; Matt Dennis, Reporter, Jacksonville Business Journal.
- Building The Bridge in a Crisis: Combating Misinformation During a Storm – using social listening to identify and tackle the surge of misinformation during Hurricane Milton and how these tactics can apply to other scenarios. Robyn Felix, APR, Communications & Board Services Bureau Chief, Southwest Florida Water Management District.
- Guardians of Truth: Why Credentialed Communicators Lead the Way. In an era defined by misinformation and eroding trust, public relations professionals face rising expectations to lead with integrity, clarity and courage. This is more than a conversation about credentials – it’s a call to action for professional communicators. Join us for a candid, inspiring fireside chat on why earning your Accreditation in Public Relations (APR) or joining the PRSA College of Fellows is not just a career milestone, but a meaningful commitment to ethical, strategic communication. You’ll hear from credentialed leaders who’ve walked the path; those who not only hold the designations but champion their value in shaping a stronger, more principled profession. Mickey G. Nall, APR, Fellow PRSA, Professional-in-Residence, Public Relations, University of Florida; Kathy Barbour, APR, Fellow PRSA, Chief Marketing & Communications Officer, Brooks Rehabilitation; Jennifer Trefelner, APR, CPRC, Director of Communications and Development, Diocese of Palm Beach.
12:30-1:50 p.m. – Radiance Awards Luncheon & Keynote
- Join us for our annual Radiance Awards honoring Florida’s outstanding public relations programs and products.
- Our keynote, Ray Day, APR, PRSA Chair, will provide an update on PRSA’s ‘State of the Organization’.
- PRSSA to PRSA Scholarship Recipients & new APRs Recognition Ceremony.
2:00-2:50 p.m. – Breakout session 5
- Bridging AI Barriers Panel Discussion: AI and the Future of PR. Katy Keene, Founder and Principal Consultant, Keene Lane Co.; Bo Breuklander, Principal, Breuklander Communications; Frank Goodin, Associate Instructor, University of North Florida.
- Bridging Your Neighborhood: Applying a Hyper-Local Approach to Marketing Your Neighborhoods and Cities. Michael Haskins, Executive Director of Springfield Preservation and Revitalization; Katie Mitura, Chief Marketing Officer, Visit Jacksonville.
- Scaling with Purpose: Brooks Rehabilitation’s Rise from Local to National. Learn how Brooks Rehabilitation strategically scaled its brand from a regional leader to a national presence. Kathy Barbour, APR, Fellow PRSA shares insights on building trust, boosting visibility, integrating PR into marketing, and crafting authentic stories that resonate across markets—all while preserving the heart of a 50-year legacy.
2:50-3:30 p.m. – Exhibitor Showcase and Refreshment Break
- Use this time to stretch you legs and checkout our incredible exhibitors!
4:00-5:15 p.m. – Closing Keynote
- Shannon Miller, The Gold Medal Mindset: Motivation, Goal Setting & Success. Shannon discusses how the gold medal mindset leads to victory on the competition floor, at work, in our education and in our personal lives. With seven Olympic medals, Shannon utilizes her critical insight to share what it takes to be successful: the importance of goal setting, teamwork, maintaining a positive attitude, and committing yourself to excellence.
- After the keynote, grab your chance to for a meet & greet with Shannon at the step & repeat!
5:15 p.m. – Wrap up remarks
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Questions about #SunCon25? Email conference@prsasunshine.org.
