July 2006

THE NEWSLETTER OF CENTRAL WEST COAST CHAPTER OF FPRA

The Jessica Lunsford Case : A 30-day Media Event

“Speak your Tuesday, July 18, 11:30 a.m. - 1:00 p.m.
mind, even Marina Jack’s Restaurant • 572 Marina Plaza • Sarasota
if your voice RSVP by Tuesday, July 11 to www.cwcfpra.com with PayPal Prepay
or RSVP to 953-FPRA
shakes.”
-Maggie Kuhn The Jessica Lungsford case was part of a flurry of child abductions that gripped the nation in 2004-2005,
touching closest to home with the abduction of Carly Brucia here in Sarasota. The same familiar intense
media coverage settled on Citrus County one and half years ago, while local and national media and a small
community searched for answers about a 9-year-old missing girl named Jessica. The Citrus County Sheriff’s
Office Public Information Office worked in crisis communication mode the entire time, with the life of the
little girl always at the forefront. The case would turn into one of America’s worst abduction and murder
cases in recent history.
Citrus County Sheriff’s Office Public Information Officer Ronda Hemminger Evan, APR, will share those
30 days with our chapter on Tuesday, June 20. Read more about Rhonda’s background on page 2.

Discover Your PR Power at the 68th FPRA Annual Conference

Register now for the 68th FPRA Annual
Conference on August 6 – 9 at the Amelia
Island Ritz-Carlton to ensure discounted
hotel and conference rates, as well as PR
power. This year’s conference, Discover
the Power of FPRA, couldn’t be more
on the mark. This annual event brings
PR professionals throughout the state
together for three days of incredible
networking and ground-breaking presentations. Take a sneak peak at some of the presentations
designed to harness your PR power.
• How PR & Passion Rule at Harley-Davidson, Segway and the University of Florida
Joseph Hice, Jr., APR, Associate VP, Marketing & Public Relations, University of Florida
• Bringing PR to the CEO Level – Whatever you do, do it on purpose
Dr. Bob Parkinson, Northwestern University
• A Case Study – The Terri Schiavo Case Panel Session
Craig Waters, Dir., Public Information, Florida Supreme Court
Mike Bell, VP, Center for Philanthropy, Hospice of the Florida Suncoast
continued on page 2

Visit us on the Web at www.cwcfpra.com

 2005 - 2006 About Our July Speaker - Ronda Hemminger Evan, APR
Central West Coast Chapter
Board of Directors Evan has been a public information officer for the Citrus County
President Sheriff ’s Office since 1999. She’s a University of Florida
Chrissy Kruger-Gruendyke, APR graduate (PR ‘93) and former editor of a weekly newspaper.
The John & Mable Ringling Museum of Art, 359-5700
ckruger@ringling.org Prior to starting her career at the Sheriff’s Office, she served as an
President - elect
executive director for theAmerican Cancer Society and a communications
Tom Nunan, APR director for the United Way of Marion County. She been married for 11
Consultant, 379-5544
tom_marilyn@juno.com
years and has a two-year-old daughter, Natalia.
Immediate Past President
Wendy Parker, APR
PR Power at the 68th FPRA Annual Conference
Florida Swimming Pool Association, 952-9293
Wendy@FloridaPoolPro.com
VP Membership continued from page 1
Susan Blake CONFERENCE REGISTRATION FEES
Consultant, 544-8077 The full list of conference sessions
susanblake@earthlink.net along with additional conference MEMBER RATES
Secretary information can be found online at
Erin Duggan BEFORE JULY 14 AFTER JULY 14
Sarasota Convention & Visitors Bureau www.fpra.org And remember, you
955-0991 x. 208, eduggan@sarasotafl.org Full Conference
must make your hotel reservations
Treasurer for the Amelia Island Ritz-Carlton at $495 $575
Suzanne Dameron
Starr Communications, 925-1155 (904) 271-1100 by July 7 to ensure Single Day
starrco@comcast.net discounted hotel rates. Also, be sure $325 $375
Accreditation Chair to register by July 14 to receive the
Ellen Simon, APR
NON-MEMBER RATES
Sarasota Memorial Health Care System, 917-1499 discounted conference rate.
BEFORE JULY 14 AFTER JULY 14
ellen-simon@smh.com
Fundraising *Full Conference
Steve LeBlanc
LeBlanc Studios, Inc., 362-8888
Top 10 Countdown $650 $700
stephen@leblancstudios.com ‘Reasons to Attend *Single Day
Image Awards
Jennifer Moss, APR
State Conference’ $400 $425
Harmony Healthcare, 952-9070 *$150 of non-member registration will apply
jmoss@harmony-rehab.com by State Counselors’ Network Chair
Kathy Giery, APR, CPRC toward 2007 membership dues for qualified
Newsletter Editor
Amanda Eyer professionals who apply by Nov. 1, 2006.
Tropics Software Technologies, 955-1234 Last month, we counted down
AEyer@gotropics.com reasons #10 through #6. This month,
Publicity Chair we get down to the #4 reason why you must attend FPRA Annual Conference.
Jessica Hays, APR
KSC Advertising & Public Relations, Inc., 906-1555
hays@kscadvpr.com 5. Motivation and Momentum
Special Projects Chair If this event can’t get you fired up about public relations, then nothing can. That’s all
Dee Zulauf, APR
Sarasota County Technical Institute, 924-1365 there is to say about that. It doesn’t get any better than this.
dee_zulauf@sarasota.k12.fl.us
4. The Job Hunt
Web Site Editor
Jessica Moats Now, don’t use this one when you’re trying to sell the idea to your boss, but it is the
GravityFree, 927-7674
jmoats@gravityfree.com best way to hear what’s out there now and down the road. And it’s how you can get
Community Service Chair
your name known - who you are, what you do and what you’ve done. Think of it as a
Bramble Buran big chamber mixer of PR professionals.
Sarasota Chamber of Commerce, 955-8187
bburan@sarasotachamber.com
The countdown continues with Kathy’s top three reasons to attend state conference in the
FPRA State Office August issue of THE PRofessional. But don’t wait until August to reserve your spot at
Co-Executive Directors
Christopher M. Carroll, APR, CPRC the 68th Annual Conference of the Florida Public Relations Association. Register online
Cheray Keyes-Shima, APR, CPRC
Phone: 941-906-1555
at www.fpra.org today.

Our Mission: The Florida Public Relations Association is dedicated to developing public relations practitioners who, through
ethical and standardized practices, enhance the public relations profession in Florida.
President's Message
How up to date is your organization’s
crisis communications plan?
If you haven’t already, now is the time
to review and strengthen your crisis
communications plan. Hurricane season
is here and I guarantee we’ll be forced
to break out the crisis plan more than
once this year. Perhaps you were like
me and already fingered through it while
preparing for Tropical Storm Alberto.
If you did, how did it look? Here are a
few questions you should ask yourself
regularly about your organization’s
crisis communications plan to ensure
you are prepared for the unforeseen:
• Is the phone tree up to date?
• Is the emergency media list up to date?
• Is there a system in place to utilize the
web in an emergency situation to update
the public quickly?
• Is the spokesperson identified and
trained in case of an emergency?
• Is the plan appropriate for all disasters?
•Does everyone on the crisis
communications team know what to do?
Of course, these are just the basic
questions you should ask yourself
regularly as the crisis communications
expert. Practice is truly the only way
to know if the plan actually works in an
emergency situation.
How can you test your plan, you ask?
You could have a table top run through
with a facilitator who throws out mock
situations for you and your response team
to address. Or you could orchestrate an
elaborate simulated
exercise that puts
everyone to the
test. The idea is
to bring the right
people together and
continued on page 5
Chrissy Kruger-Gruendyke, APR
PUT IT IN INK
The CWC Chapter isn’t taking a summer break from professional development - so
don’t you! Add these dates to your calendar now.
July 7, 2006 - Deadline to reserve your FPRA State Conference/Amelia
Island Ritz-Carlton hotel room at $139 conference rate
July 11, 2006 at 11:45 a.m. - Fund Raising Basics for PR Professionals Lunch&Learn
Deborah Trimble, Asolo Repertory Theatre Director of Development
Asolo Repertory Theatre, 5555 N. Tamiami Trail.
Cost is $14 and includes box lunch at on the Mezzanine
Reserve on Pay Pal or at 953-FPRA.
July 18, 2006 at 11:30 a.m. Monthly Professional Development Luncheon, Marina Jack’s
Ronda Hemminger-Evan, Citrus County Sheriff PIO
Details on page 1.
August 6 - 9, 2006
FPRA State Conference/Amelia Island Ritz-Carlton
Sharpen your PR skills and get informed on the latest PR trends
August 21, 2006
Monthly Professional Development Luncheon, Marina Jack’s.
Installation of New CWC Officers and Board Members
(Note date change: this is a Monday meeting!)
Dodging the Spaeth ‘Bimbo Awards’
I recently attended a presentation by Merrie Spaeth, former director of
media for President Reagan. In this presentation, Spaeth gave a humorous
and effective media training mantra for PR professionals – avoid the
‘Bimbo Award’.
The Bimbo Award recognizes dumb public comments made during the
year. The nomination criterion for this award requires the speaker to cause
the listener to believe exactly the opposite of what is said. The award is
a reminder that repeating negative words only reinforces the negative message and
destroys the opportunity to convey the right message to the reader or listener.
The award was created in honor of the protest of a young lady whose tryst with an
evangelist some years ago made news around the world. Her comment, “I Am Not
a Bimbo,” became the headline in scores of newspapers.
Here’s one of the May 2006 Bimbo Award nominations from the Spaeth
Communications Web site.
“We’re not mining or trolling through the personal lives of millions of innocent
Americans,” said President Bush, defending National Security Agency’s policy of
tracking phone patterns linked to Al-Qaeda. Associated Press, “Bush’s Comments
on NSA’s Activities,” May 11, 2006
(He should have said, “This program tracks patterns and respects individuals’ right
continued on page 5
Member Spotlight – Bob Leonard
When did you join FPRA and why?
I joined last fall because I’m fairly new in
town and I needed to network. Several people
recommended FPRA.
Can you describe what you do at Bolen and any
recent projects?
Bolen is a marketing and consulting firm
providing marketing communications, PR, direct response
and advertising services. I think of it as a virtual agency. I’m
primarily a content developer. I strategize with clients and do
the copywriting for whatever pieces are appropriate for their
product/service and target market.
I have a significant background in high-tech, so that’s the industry
I focus on. I’m subcontracting to the Be Creative agency on a
multi-page insert for Airline Business magazine. The account
is Shepherd Systems in Bradenton. They develop data mining
software for the airline industry. Over the past year and a half,
I’ve done the copywriting on eight different projects (newsletters
and advertorials) for them.
Another project is a volunteer commitment with 82 Degrees Tech.
I’m currently working on the inaugural issue of an enewsletter
that will be distributed soon. I’m also working as the liaison
between 82 DT and the Young Technology Alliance for the
Sarasota /Manatee Technology Conference on Aug. 31, 2006.
Can you give us more detail concerning your background?
I have a bachelor’s degree in communications from Boston
University and a master’s degree in marketing from Rensselaer
Polytech. I spent over 20 years in marketing at tech companies.
Most of that was in Boston at Digital Equipment Corp. and EMC,
but I also worked at GTE in Dallas for a couple of years. For a
good portion of those 20 years, I sat across the table from PR and
ad agency people… either listening to their pitches or working
with them on campaigns.
Are there any tips you learned from the other side of the table?
There are two individuals who stand out in my mind… a young
guy from a direct mail agency, and a woman from a PR agency.
They both were professional and creative; and they knew their
respective disciplines well. They did their homework and walked
into every meeting with a plan - not on paper, but in their heads.
They knew what they wanted to accomplish, what they wanted to
communicate, what they wanted input or feedback on and what
commitments they wanted to walk out the door with.
Learn more about Bolen Communications at www.bolencomm.com
PR Professionals Wanted
The following job opportunities are one of many listed on
the CWC Web site at www.cwcfpra.com Visit the site for
a complete listing. If your company wishes to post a job
notice, send details to CWC Web Site Editor Jessica Moats
at jmoats@gravityfree.com Please include company name,
job description, qualifications required, how to apply for the
position and the closing date.
External marketing manager needed at Cypress Gardens of
Sarasota and Cypress Gardens at Palmer Ranch. The warm,
inviting hospitality of our senior adult communities offers
assisted living and memory care services.
The external marketing director will market both communities.
Duties include 80 percent external sales with the balance in
event planning, sales and data entry.
Requirements:
• Three years external sales experience, preferably in the health
care industry
• Excellent follow-up and computer skills
E-mail resume to Diane Cornish at dcornish@
cypresscommunities.com or fax (941) 921-0264
Communications manager needed for the Florida Swimming
Pool Association. Responsibilities include managing the
monthly newsletter, semi-annual magazine, brochures and
marketing materials.
Requirements:
• Strong editorial and writing skills, including effective
interview and reporting skills
• Ability to coordinate projects from development to
distribution
• Strong organization and multi-tasking skills
• Budgetary management, vendor selection and negotiation
• Four-year degree in marketing or public relations and 5+
years of relevant experience
Send resume and salary history to:
Wendy Parker, APR
Florida Swimming Pool Association
1718 Main Street, Suite 303
Sarasota, FL 34236
Fax: 941-366-7433
President’s Message
continued from page 3
train. That way you’ll know what to
do when things are happening too fast
to think.
While preparing for a natural
disaster like a hurricane is extremely
important, there are other types of
emergencies to consider. What about
legal, confrontational or personnel
issues? Are you prepared to deal
with emerging concerns so they don’t
become emergencies?
Ronda Hemminger Evan, our July
luncheon speaker, knows the value
of a solid crisis communications
plan. As PIO for the Citrus County
Sheriff ’s Department during the
Jessica Lunsford abduction and then
murder case, Ronda served as the
spokesperson addressing national
media and the terrified public. Her
experience is helpful to us all as we
continue to strengthen our own crisis
communications plans.
I look forward to seeing you there!
Dodging the ‘Bimbo Awards’
continued from page 3
to privacy- unless you are calling terrorists.”)
Spaeth offered these tips for training company executives on avoiding future Bimbo
nomination nods.
• Use acknowledgement questions instead of repeating the negative statements. For
example, “Yes,” “No,” “That hasn’t happened,” “That’s not exactly accurate” and “Let
me put that in perspective.” Don’t fall into the ‘repeat and deny’ trap.
• Avoid industry jargon words that muddy your message.
• Develop a list of ‘good words’ ahead of time that capture the true nature and vision
of your organization.
• Collect a library of actual anecdotes that demonstrate your ‘good words’. An
anecdote for a ‘caring’ hospital was a recount of a patient who was moved to donate
a generous sum of money after a positive hospital experience. His wife requested
Jell-O from the hospital cafeteria. When the patient’s nurse heard the cafeteria
was out of Jell-O, the nurse gave the woman one out of her own lunch box. These
anecdotes can also be used to inspire internal public relations.
• Benchmark your CEO’s media performance with a mock interview. Does he appear
engaged in the interview? (Tip: be sure he appears engaged before the interview
begins – cameras may be rolling and a clip of your CEO yawning could give the
wrong impression.) Does his physical appearance portray the organization in a
positive manner?
Hopefully these tips will keep your company out of the Bimbo spotlight. And should
you run across any worthy nominations, be sure to share by submitting them to
www.spaethcom.com

FPRA / AdFed Member Mingle Social at the Southgate Gourmet

(from r-l) Event organizer Susan Hicks, (from l-r) CWC Membership Chair
Precise Communications, networks with Susan Blake; Blake Public Relations
potential FPRA/AdFed member. Consulting Group, Patti and Tony
Halstead; Lighthouse Studio.
(from l-r) Ryan McAfee, Kelly O’Brien, both with
Clarke Advertising & PR, Allison Fogt; The John
& Mable Ringling Museum of Art, Mary Lanaux;
Clarke Advertising & PR.

Central West Coast Chapter of the Florida Public Relations Association

PO Box 15381, Sarasota, FL 34277
www.cwcfpra.com