At AAPA’s Public Relations Workshop in Mobile, Ala., March 1-2, 60 attendees from across North America, and as from as far away as Venezuela and Curacao, participated in a total of six sessions that combined lecture, interactive discussion and instructor-led exercises. Within the 1 ½-day program, there were three panel discussions, each followed by audience-interactive training exercises that covered aspects of advocacy and issues messaging, crisis communications and presentation skills techniques. 

 

The panel sessions focused on successful social media programs and activities, port brand awareness case studies, and examples of ports achieving port stakeholder "buy-in." 

 

The session that appeared to generate the most audience energy and interest was titled "Effectively Handling a Crisis of Confidence." Presenters Scott Rye, of Black Flag Communications in Pensacola, Fla., and Drexel Gilbert, a long-time TV journalist in Mobile, shared their perspectives, tips and recommendations on how to deal with various types of crises that ports might face. Then, together with SAE Communications’ Scott Summerfield playing the role of faux media reporter, the trio of instructors challenged audience members to quickly respond to rapid-fire media questions regarding a pair of crisis scenarios: one involving a harbor chemical spill and another involving a harbor ship collision. 

 

The following morning, on the heels of a session focusing on social media platforms and applications, Mr. Summerfield, together with Mobile clinical psychologist Jake Epker, Ph.D., led a face-to-face presentation skills training session requiring active and thought-provoking audience engagement. 

 

Participants arriving early for the workshop on Feb. 28 were treated to a comprehensive port facilities bus tour, provided by the PR Workshop host, Alabama State Port Authority (ASPA), and led by Judy Adams, ASPA’s marketing vice president.