by Richard Prior
Staff Writer
Image isn’t everything, but it counts for plenty with the Jacksonville Chapter of the Florida Public Relations Association.
The annual Image Awards competition recognizes FPRA members “for the good work we do here in Jacksonville,” said Lanette Hart, immediate past president of the local chapter. “It also prepares them for the statewide competition.
“It’s kind of like our Academy Awards.”
There are 13 FPRA chapters, not including at-large members, around the state. They conduct the local Image Award contests. The Golden Image Award competition is statewide.
“The Image Awards has become a yardstick for public relations excellence in the state of Florida,” said Hart. “What we’re looking for are public relations programs that are the best in the business.”
Entries are accepted from FPRA members and non-members around the state.
Having a winning entry in the competition takes a lot more than striking photos and eye-catching layouts. The bottom line is results.
“We’re looking more at the thought process and how successful the program actually was,” said Hart, vice president of corporate marketing and communications at Bank of America.
Entrants must meet specific criteria when they put their packages together.
“They would share their thoughts on the program, including the strategic objectives,” she explained. “They would say, ‘This is the audience we tried to meet, this is the message we had, and this is how we know we were successful.’
“It’s a very disciplined, measured approach.”
Hart encouraged all members, non-members and students to submit their work, “particularly If you feel you’ve done a really great public relations program this year.”
Entries are judged by members of other chapters around the state.
The FPRA works with other organizations, such as the Public Relations Society of America and the International Association of Business Communicators, to judge the Golden Image Awards.
There’s a lot of work involved with putting an entry together, so it’s not too early to get ready for the March 26 deadline, she said. The awards banquet will be April 24 at the Adam’s Mark Hotel.
And it’s never too early to become part of the organization, said Laura Cagan, the organization’s vice president of Image.
“I know I’ve gained a lot out of becoming a member,” said Cagan, regional director of advertising and promotions for the Adam’s Mark. “I’m really getting to know other community relations persons with major corporations all over the city.
“There are so many networking opportunities with so many diverse interests.”
There are now about 70 members of the local chapter.
“The thing I enjoy is we’re plugged into a statewide organization,” said Hart. “Our vision is to be the most respected and admired public relations organization in the state.”
Hart has been at the Bank of America since 1994. Although she always knew she wanted to do public relations work, she had a “very smart” professor who encouraged her to also get some practical experience in journalism.
She has worked at the Lakeland Ledger, the Tallahassee Democrat and did some freelance work for the Times-Union.
Under her leadership, the Jacksonville chapter won Most Improved and she was named Chapter President of the Year last year.
“Those are two of the three big chapter awards,” she said. “It’s kind of hard to get two out of three. So that was really great for our chapter and for me personally.”
She was the first African-American to serve as president of the Jacksonville chapter — or any other chapter in the state. She is also the first African-American to serve on the FPRA executive committee.
The state association has been around since 1938, when it was founded by Col. John Dillon. The Jacksonville chapter was chartered in 1956.
Chapter meetings are held the first Thursday of each month.
Toney Sleiman, owner of the Landing, is scheduled to be at the next meeting, which starts at 11:45 a.m. Thursday at The River Club.
The chapter holds other special events, including a Tinsel Tango every December.
Joining with other PR and marketing organizations, the FPRA raises money for not-for-profit groups, such as the Food Bank and Dress for Success.
The chapter may be reached for information about upcoming meetings and events at