The Orlando Area Chapter of the Florida Public Relations Association presents its annual Professional Development Workshop The Evolving Landscape of PR Wednesday, October 19, 2011 Rollins College, Winter Park 8 - 11:45 a.m. Breakfast & Morning Sessions 11:45 a.m. – 1 p.m. Luncheon & Keynote Presentation $50 for members ($25 for lunch only) $60 for nonmembers ($35 for lunch only) $40 for students ($20 for lunch only)  EVENT SCHEDULE 8 - 8:30 a.m.             Registration & Breakfast 8:30 - 9 a.m.             Welcome 9 - 10:15 a.m.           Breakout Sessions A (two options; choose one) 10:30 - 11:30 a.m.     Breakout Sessions B (two options; choose one) 11:45 a.m. - 1 p.m.    Luncheon & Keynote Presentation  BREAKOUT SESSION SUMMARIES: BREAKOUT SESSION A SEO vs. Writing: When to Write for Search Engines and When to Write for People Erik Erikson, SEO & Marketing, Fry Hammond Barr Getting your website ranked highly on Google doesn't have to mean reducing copy to over-stuffed gibberish. In this session, Erik will define a strategy for determining how to write effective website copy that is friendly to both users AND search engines. Starting with a primer on the basics of keyword research, Erik will outline the tactics of "theming" and "blending" as well as a provide an overview of how search engines read and understand copy.  Along the way common myths will be dispelled so content managers can focus on what is most important. Jargon-y buzzwords such as "seeding" and "Latent Semantic Indexing" will also be demystified - if these sound ridiculous or puzzling, this is the session for you. The Power of the Brand  Jim Knight, Sr. Director of Training, Hard Rock International Ensuring your company's brand stays relevant in an ever-changing environment can prove challenging. Now, more than ever, a strong brand establishes an identity and experience that customers come to expect in design and advertising components as well as in products and services. Exploring this visceral approach to branding, Jim will show how Hard Rock tapped into a rock 'n' roll attitude to create a brand presence that highlights the company's infamous beginnings, VIP service and high-energy culture. During the session, you will learn more about creating a powerful brand identity and leave with the knowledge and energy to better engage with today's audiences. BREAKOUT SESSION B Ethical & Legal Concerns in a Digital World Ana-Klara Anderson, Litigation Associate, Thomas & LoCicero, PL As the public relations profession evolves more and more in this digital world, staying up-to-date on the legalities within this realm is so important. An attorney who represents both English and Spanish-language media clients in the areas of First Amendment law, Ana Klara will walk you through the pitfalls of user-generated content, help you gain a better understanding of the risks and rewards of social media and shed some light on how to protect your client’s identity in a digital world. Most importantly, she’ll help you determine if the Sunshine Law applies to your company and, if so, how you can use it to your advantage. Today's Ever-Expanding Media Universe Dan Ward, Vice President/Partner, Curley & Pynn Only 10 years ago, big media organizations operated in a defined, predictable pattern. But with the addition of 24-hour news channels and the internet, the media universe continues to expand. Now, every client you serve is part of the media landscape via blogs and social media. Rather than training them for a 60-minute interview, you must prepare them to deliver a message consistently, as they're always on. Dan will discuss this ever-expanding media universe, including fact and error on the internet and what constitutes news, and help walk you through communicating effectively, avoiding media relations mistakes and building powerful partnerships with the media. LUNCHEON KEYNOTE The Impact and Implications of Emerging Technologies Scott Bowman, Vice President of Client Relations, Sara Brady Public Relations, Inc. Social media and online grassroots marketing efforts have become a standard part of any PR practitioner’s day. The digital arena helps improve authenticity, increase brand loyalty, drive customer participation and move your company forward. But how do you ensure those efforts position your company in a positive light? Drawing from his 12 years of experience with the Orlando Magic, Scott will discuss how these new technologies were leveraged to promote the Amway Center and improve the overall audience stadium experience. Learn more about the impact and the implications of these technologies on how PR practitioners do their work, how messages are developed and delivered and how we can more effectively manage our workload. DIRECTIONS Directions to Rollins College Parking is available in the SunTrust Parking Garage located between Comstock and Lyman Avenues just east of Park Avenue. Workshop attendees who bring their ticket stub to the event will have their stub validated and parking fee waived. COST Workshop Pricing Members - $50 Nonmembers - $60 Students - $40  Lunch-Only Pricing Member - $25 Nonmember - $35 Students - $20