Quick Links
2025 Conference Schedule
Conference Agenda
Sunday, October 19
1:00 p.m. - 6:00 p.m. // Registration & Exhibitors
5:00 p.m. // Student/Mentor Meet-Up
6:00 - 8:00 p.m. // Opening Reception
Monday, October 20
8:00 a.m. - 4:00 p.m. // Registration & Exhibitors
8:00 a.m. - 4:00 p.m. // Silent Auction
8:00 - 9 a.m. // Networking Breakfast
9:00 - 10:30 a.m. // Business Meeting & Opening Keynote (Larry Weaver, Thriving Through Change)
Thriving Through Change - Why do some people thrive while others struggle? In this fun and thought-provoking session, Larry shares research-based methods to manage stress, build resilience and maintain a positive outlook, even in challenging times.
Larry is a nationally recognized humorist and motivational speaker who blends clean comedy with an uplifting message. He has shared the stage with Faith Hill, Chris Rock and “Weird Al” Yankovic, delivered keynotes for Fortune 500 companies and been features on Comedy Central, Dry Bar Comedy and Sirius XM.
10:30 - 10:45 a.m. // Break
10:45 - 11:45 a.m. // Breakout Sessions - A
1. 60+ Technology Tools to Make Your Daily Workflow Easier – Sam Sims, President, Sims Group PRESIDENT - Navigating what tech tool to use often requires more of your time and attention than getting the actual work done! This session will help you find and implement the tools you need.
2. SPRF Student Challenge Kickoff - Sarah LaBorde, APR, SPRF VP of Educational Services – Signature case study competition designed to magnify the voice, talents and strategic thinking of the next generation of communication leaders. During this session, teams will be finalized, client scenarios shared and the 24-hour competition officially begins. This session is only open to students.
3. Finding Balance for Succeeding in Work and Life - Larry Weaver - Workplace challenges are inevitable. In this interactive session, you’ll gain effective tools to prioritize self-care, accelerate professional
11:45 a.m. - 12 Noon // Break
12 Noon - 1:15 p.m. // Hall of Fame Luncheon
1:15 - 1:30 p.m. // Break
1:30 - 2:30 p.m. // Breakout Sessions - B
1. 60+ Technology Tools to Make Your Daily Workflow Easier – Sam Sims, President, Sims Group - Navigating what tech tool to use often requires more of your time and attention than getting the actual work done! This session will help you find and implement the tools you need.
2. De-Stress Your PR Strategy: Practical AI Solutions That Work - Alene Boyd, Co-Founder, Biggest Goal – This session offers actionable insights and practical strategies for public relations professional to harness AI in managing communications, campaigns and client expectations.
Alane Boyd is a serial entrepreneur and a workflow automation expert with over 20 years of tech experience. As Co-Founder of Biggest Goal, she focuses on AI and automation to streamline processes in various industries, including tourism services. She is a three-time published author, recognized as a Top Leader Under 40, a finalist for Top Companies to Watch in 201 and her tools were voted Best for Remote Work in 2022. Alane has shared her expertise in AI and workflow automation with groups including SXSW, HuffPost, Entrepreneur and Goldman Sachs.
3. Bridging the Gap: Strengthening Communication Between Nonprofit Staff and Boards - Dr. Heather Carpenter, Ph.D., Institute for Nonprofit Administration and Research - In this workshop, participants will explore how strong communication between nonprofit staff and board members enhances organizational effectiveness, trust and leadership alignment. Through real-world examples and guided discussion, attendees will identify common communication pitfalls and learn practical strategies for fostering open, respectful dialogue that supports shared goals and smoother decision making.
Dr. Heather Carpenter is a nationally recognized nonprofit professor, researcher, consultant and trainer with over 20 years of leadership experience and a decade directing academic nonprofit programs. She serves as Executive Director of the Institue for Nonprofit Administration and Research at LSU Shreveport, which advances nonprofit impact through academics, professional development and research. A published scholars and former co-editor of the "Journal of Nonprofit Education and Leadership," Dr. Carpenter was named a Top 50 Nonfprofit Leader by "The Nonprofit Times" in 2022. She is a Lifetime Girl Scout, active in Rotary, a Volunteer Louisiana Commissioner and holds a Ph.D. in Leadership Studies from the University of San Diego.
2:30 - 2:45 p.m. // Break
2:45 - 3:45 p.m. // Breakout Sessions - C
1. The Case of the Missing Objectives – Missy Laborde, APR and Kelli West, APR – This interactive session will walk attendees through crafting specific, measurable, attainable and relevant and timely objectives for their public relations programs.
Kelli graduated with a B.A. in Journalism with a concentration in Public Relations and has 16+ years experience in marketing and communications in the travel and tourism industry. She is currently the Tourism Communications Senior Manager for Chickasaw County and the Chickasaw Nation’s tourism division in Oklahoma. She is past president of SPRF and sits on the advisory council for the Northwestern State University Department of New Media, Journalism and Communication Arts.
Missy holds degrees in journalism and communication and has had a 35-year career in public relations and higher education. She is an associate professor of communication studies at LSU of Alexandria where she served twice as President of the Faculty Senate and as a member of numerous campus committees. She is an accredited public relations practitioner who served two terms on the Universal Accreditation Board which oversees accreditation activities for the public relations profession in the United States and Puerto Rico.
2. Ethics Case Study - Lisa Darnell Frazier, APR
This interactive workshop will look at ethical standards in practice and test attendees to see if they can recognize ethical and unethical decision making. (This session counts as a required ethics training for those renewing APR status.)
Lisa is a Professor Emeritus from the University of North Alabama, where she taught for more than 30 years. Lisa is adept at navigating complex intercultural interactions and handling diverse responsibilities. She is a past president of SPRF and Immediate Past President of PRCA. Lisa currently works with Signifide, an e-commerce company in Nairobi, Kenya, as their communication consultant.
3. Using the Ennegram to Create More Effective Communcation - Kimberly Merritt
Kim is a leadership coach, certified Enneagram educator, and strategic communication advisor who equips professionals and teams to lead and communicate with greater clarity, confidence, and impact. As the founder of Aligned Leader Coaching, Kim combines personality design with practical strategy to help leaders and communicators understand themselves and others—so they can craft messages that resonate and relationships that last.
4:30 – 6:30 p.m. // NETWORKING AND DRINKS – Join us at Flying Heart Brewing & Pub, 700 Barksdale Blvd., Bossier City, as they host SPRF for Happy Hour specials until 7 p.m. And then, stay and test your music knowledge with Music Bingo and prizes!
Tuesday, October 21
9:00 a.m. - 3:00 p.m. // Registration & Exhibitors
9:00 a.m. - 6:30 p.m. // Silent Auction
9:00 - 9:45 a.m. // Breakfast & Industry Roundtables/Student Office Hours
10:00 - 11:15 a.m. // General Session Keynote (Jay Cicero, Powering the Wave: Innovation, Trade, and Economic Resilience)
The Greater New Orleans Sports Foundation has a mission to attract and manage sporting events that have a positive impact on Louisiana and the Greater New Orleans Area. Find out how this group and the New Orleans Super Bowl LIX Host Committee welcomed the world to New Orleans in 2025.
Jay Cicero began his career in sports in Group Sales and Marketing for the Shreveport Captains AA Baseball Club in 1986. He joined the Greater New Orleans Sports Foundation in 1990 as Director of Special Projects and Director of Sales for the 1992 U.S. Olympic Track and Field Trials. After returning to baseball as the first General Manager of the AAA New Orleans Zephyrs in 1993, he came back to the Sports Foundation as VP of Operations for the 1997 Super Bowl Host Committee and was named President/CEO in June 1997.
11:15 - 11:30 a.m. // Break
11:30 a.m. - 1:00 p.m. // Recognition Luncheon, including recognition of Chapters of Distinction, Senior Practitioners, and Young Practitioners + Keynote
POWER OF THE PAUSE – SONIA ROBINSON – When our professional and personal lives collide, we all need a long-term career plan to help us navigate life’s surprise opportunities and threats. This session provides a practical guide to short-term and long-term career planning.
Sonia Robinson earned a bachelor's (concentration in Public Relations) and an MBA from the University of North Alabama. Her 20-year career has spanned three industries: healthcare, human capital management, and biotech nonprofit. Sonia has intentionally paused her career twice - following her breast cancer diagnosis and after completing her first tour of duty as a Chief Executive. As an executive leader, she aims to serve and coach individuals to become their ultimate selves by investing in themselves to create long-term career equity.
1:00 - 1:15 p.m. // Break
1:15 - 2:15 p.m. // Breakout Sessions - D
1. Persona Development for Messaging that Drives Action - Ashley Melchert Neese, Senior Account Executive, Candor – Discover how Candor leverages advanced persona development to reduce bias, understand target audiences and shape strategic messaging that resonates.
Ashley is a senior account executive at Candor, where she leads strategic communications efforts for both local and national brands, including Sazerac, supporting household names like Fireball, BuzzBallz and Southern Comfort. With a strong foundation in PR and UX research, she brings a unique perspective to message development, audience targeting and campaign execution.
2. Engage, Inspire, Convert: Nurturing Succcess with Influencer Marketing - Shelly Marie Redmond, MS, RD, LDN
Shelly Marie Redmond is a registered dietitian based in Shreveport, Louisiana, and the founder of Skinny Louisiana™, where she proudly holds the title of the Queen of Healthy Cajun Cuisine. With a mission to help women lose weight, balance blood sugar, and take control of their health without sacrificing flavor, Shelly combines her deep-rooted love for Louisiana cooking with her expertise in nutrition. Shelly has earned accolades for her contributions to dietetics, including the Outstanding Alumni Award from Nicholls State University. Her work and passion for healthy eating have been featured in national media outlets such as CBS, NBC, ABC, FOX affiliates, BuzzFeed, SELF, and Women’s Health. Her New Orleans BBQ Shrimp was even named one of the “50 Healthiest Recipes Known to Man” by Men’s Health.
3. Academic Presentation Showcase –Melissa Laborde, APR - This session spotlights peer-reviewed research, case studies and teaching innovations that bridge academia and practice in real time. From curriculum design to strategic campaigns, selected presenters will explore the dynamic ways the public relations field is evolving to meet current opportunities and market demands. This session features collaborations between students, faculty and practitioners and is open to all conference attendees.
2:15 - 2:30 p.m. // Break
2:30 - 3:30 p.m. // Breakout Sessions - E
1. Meet Your Audience Where They Are: The Art and Science of Media Matchmaking - Tami Blackwell, Intrinsic Media, General Manager - In today's ever-evolving landscape, it's not enough to simply "get the word out." You must meet your audience where they are - with the right message, in the right place, at the right time, with the right visuals/content and the right budget. In this interactive session, we'll explore important factors in the art and science of media matchmaking like identifying your target audience, discovering where they spend the most time and uncovering what messaging and visuals/content will truly resonate. Attendees will leave with a clear understanding of how thoughtful planning and platform alignment can turn great messages into meaningful audience connections and conversions.
Tami Blackwell currently serves as General Manager of Intrinsic Media, a media buying company based on the Mississippi Gulf Coast, leading the development and execution of strategic advertising campaigns for brands in tourism, healthcare, home services, automotive, retail and more. A former pediatric nurse at Children's Hospital of New Orleans, Tami transitioned into sales and marketing more than 20 years ago and has since led successful media campaigns and teams across multiple industries. She has also worked as a marketing and company culture consultant, helping organizations strengthen internal communications, engagement and brand awareness. Tami and her husband reside in Gulfport, Miss. In her free time she enjoys hanging out with her adult children, travel, fitness and cheering on her favorite sports teams.
2. Final Student Presentations, Sarah LaBorde, APR, SPRF VP of Educational Services, Moderator– During this closing session, student teams will share their final pitch presentations to a panel of judges for evaluation. This session is open to all students and professionals.
3. The Future is Now - Ginger Guttner, APR – As PR professionals, we need to understand how Adobe and Canva are adopting AI in their platforms. This presentation includes demonstrations of these tools and a discussion of their proper and ethical use. Having a basic understanding of the AI capabilities – even if you don’t use these platforms regularly – will help you engage with clients and creatives.
Ginger is a dynamic communications professional with more than 29 years of experience in public relations. As assistant director of communications at the LSU School of Veterinary Medicine, Ginger leads a wide range of strategic initiatives, including managing publications, media relations, marketing and website and social media to promote the school’s mission and achievements. She is also the official spokesperson for Mike VII, LSU’s live tiger mascot and oversees media relations and social media for the mascot and LSU’s mascot program.
3:30 - 5:00 p.m. // Break
5:00 - 6:30 p.m. // Lantern Awards Reception
6:30 - 8:30 p.m. // 2025 Lantern Awards Banquet & Professional Achievement Award
