PRSSA Archives - Page 4 of 6 - Cal State Fullerton PRSSA

Marketing with Meaning: How to Build a Brand That Represents and Resonates

Building a brand today requires more than aesthetics; it demands purpose, clarity, and cultural awareness. In this session, Patty Delgado, Founder & CEO of Hija De Tu Madre, shares how she transformed a passion project into a movement rooted in representation and community. From navigating early challenges like funding and visibility to leveraging intentional PR and marketing strategies for growth, Patty offers insight into scaling without sacrificing authenticity. The conversation also explores leadership, burnout prevention, and the boundaries required when you are both the face and the CEO of your brand. Attendees will leave with a deeper understanding of how to build brands that not only sell, but stand for something meaningful.

Patty Delgado is the founder, CEO and designer of Hija De Tu Madre, a Latina lifestyle brand. Hija De Tu Madre designs apparel, accessories, and stationary for women that take their culture everywhere. The daughter of two Mexican immigrants, Delgado always had a hunger for culture, belonging and representation. So in 2016, with $500 and a mission to make fashion more inclusive of the modern Latina experience, Delgado launched Hija De Tu Madre. The self-taught designer, is committed to incorporating her multicultural identity in every product she creates. Today, the self-funded company has sold to over 30 countries, and continues to prove to the world that Latinx is the new mainstream. Delgado strives to empower women and future entrepreneurs through her story and company.

A nationally recognized leader in cause-related marketing, Scott has more than 30 years of experience working with brands on corporate social responsibility and thought leadership programs. He has developed internal communication strategies, community outreach programs and national branding and partnership programs that have increased both revenues and reputation for his clients. Throughout his experience developing best-of-class cause-related campaigns, he has created proprietary methodologies to help corporations find the best possible focus for their cause-related efforts; develop a corporate “socialanthropy” platform; and develop nonprofit alliances and partnerships that will resonate with a brand’s stakeholders. Recent clients Partnership with Native Americans, Smile Train, Stand Up to Cancer, Lymphoma Research Foundation, and American Foundation for Suicide Prevention.

A frequent speaker and passionate educator, Scott received the David Ferguson Award for Education and was inducted into the PRSSA Hall of Fame. He currently serves on the boards of PRSA LA, the Lymphoma Research Foundation, and the Center for Nonprofit Management. He is on the advisory boards for Kids in the Spotlight and the City Scholars Foundation. And he chairs the Journalism and Media Studies Advisory Board at San Diego State University. He sits on the LAUSD Citizen’s Bond Oversite Committee and has taught sponsorship and cause marketing through the UCLA Extension program for 18 years. He speaks nationally on the importance of building teams and relationships in building the culture of a company, helping students network and nonprofit organizations to raise funds using his children’s book, Playing Together in the Sandbox.

Finding Your Path: The Importance of Building Your Personal Brand

Personal branding isn’t about self-promotion — it’s about clarity, alignment and intention. Led by Matt Prince, founder of The Path Project, this session breaks down how students and early-career professionals can define their personal brand, communicate their value authentically and stand out in a crowded, AI-driven job market. Attendees will leave with practical frameworks and mindset shifts to ensure their brand reflects who they are and where they’re headed.

Level Up: Public Relations in the Gaming Industry

Gaming is on the rise in modern pop culture, and public relations plays a vital role in shaping how these stories are told, experienced and protected. In this session, Nick explores how he supports major game launches, shapes global messaging across development milestones and leads worldwide communications strategy at Blizzard Entertainment.

Inclusive Leadership in Practice: Lessons From Community and Agency Work

In this session, Kristelle Siarza Moon shares lessons from her work advancing Asian American businesses and leading a creative agency to highlight how inclusive leadership drives trust, relevance and long-term success. This session offers a candid look at navigating DEI challenges, advocating for representation, and building organizations rooted in purpose and community.

Future Ready: Navigating Your Career in an AI-Powered Job Market

This session cuts through the hype to unpack how AI is actually shaping recruiting today — and what job seekers need to know to stay competitive. From how resumes are screened to how candidates can use AI tools without losing authenticity, David will explore what “AI fluency” really means in 2026 and which skills matter most. Attendees will learn common mistakes candidates make with AI, what strong applicants do differently and what still matters most to recruiters in an increasingly automated hiring process.

Multicultural Marketing: How To Shape Strategy for Today’s Audiences

Today’s multicultural audiences are not a niche — they are shaping culture, driving growth and redefining how brands show up in the world. Multicultural marketing is no longer about translation or representation alone; it’s about building strategies that are culturally relevant, authentic and scalable. Suzie and Ingrid, senior marketing leaders, make these decisions at the highest level. They’ll share how they think about culture as a growth driver, how insights turn into strategy and what future marketers need to understand to succeed.

Selling the Experience: Communications in the LA Tourism Industry

Los Angeles is more than a destination — it’s an experience, and communications plays a critical role in how that story is told worldwide. In this session, Melissa Yunk, Global Communications Director at the Los Angeles Tourism & Convention Board, explores how strategic communications drive tourism, shape city perception and attract global audiences. The session offers practical takeaways for students interested in travel, lifestyle and destination marketing communications.

Newsroom to the Studios: Translating Journalism Experience into Entertainment PR

In this fireside chat, Brittany Rodgers explores her unconventional yet highly valuable career path from journalism to entertainment publicity, sharing how newsroom-honed skills like storytelling, reporting, relationship-building, and editorial judgment became a strong foundation for navigating the entertainment industry. Reflecting on her early experiences in the journalism pipeline, Brittany will discuss why nontraditional routes into PR can offer a unique advantage, particularly in fast-paced, media-driven environments. She will also highlight several of her favorite campaigns from her time at Peacock and her current role at Warner Bros. Discovery, offering behind-the-scenes insight into how strategic storytelling and media savvy come together to drive successful entertainment publicity.

PRSSA Leadership Summit: Owning Your Seat at the Table

As students, it can be hard to trust the value you bring to the room. This session takes a practical approach to imposter syndrome, blending honest conversation with clear steps to build confidence and sharpen your skill set. Come ready to participate and leave with a guide to navigate internships, early careers, and everything that comes with them.

Fast, Smart, Credible: The PR Toolkit for What’s Next

As the communications landscape continues to evolve, rising PR professionals need a modern toolkit built for speed, consistency and credibility. In this keynote session, Amanda explores how AI shapes storytelling, highlights emerging trends influencing the future of communications in 2026 and shares mini case studies of media brands experimenting with new narrative approaches. The session also examines how crisis communications are changing in an era where everyone is a content creator and news travels instantly.

Behind the Run: Managing PR During the World Series

Managing public relations for a global sports brand reaches its highest intensity during the World Series. In this session, Jon pulls back the curtain on what it takes to lead communications for the Los Angeles Dodgers during one of the most scrutinized moments in professional sports. From coordinating media relations and shaping narratives in real time to handling high-stakes scrutiny, fan emotion and nonstop news cycles, attendees will gain an inside look at PR under championship pressure.

Multicultural Marketing: How To Shape Strategy for Today’s Audiences

Today’s multicultural audiences are not a niche — they are shaping culture, driving growth and redefining how brands show up in the world. Multicultural marketing is no longer about translation or representation alone; it’s about building strategies that are culturally relevant, authentic and scalable. Suzie and Ingrid, senior marketing leaders, make these decisions at the highest level. They’ll share how they think about culture as a growth driver, how insights turn into strategy and what future marketers need to understand to succeed.

Essentials of Storytelling in the Age of AI

As AI accelerates content creation and reshapes how stories are developed, distributed, and consumed, the fundamentals of effective storytelling matter more than ever. In this session, Tim O’Day, Principal of TO’DAY PR, breaks down what truly drives compelling narratives in an AI-influenced communications landscape—and what still can’t be automated. Drawing on decades of experience leading global campaigns across industries, O’Day will explore how communicators can use AI as a strategic tool without losing clarity, creativity, or human insight. The session will focus on the core storytelling principles that endure amid technological change, including audience understanding, message discipline, credibility, and emotional resonance.

Opening Keynote: Mind the Gap

The 2025 Global Communication Report, “Mind The Gap,” addresses the unprecedented upheaval the PR industry is experiencing due to artificial intelligence, hybrid work, the evolving media landscape, and political polarization. The report examines how PR professionals across four generations — from Gen Z to Baby Boomers — perceive the four changes and their influence on the profession. More than 1,000 communication professionals participated in this year’s survey. The report reveals generational differences in attitudes toward AI, corporate purpose, the workplace, and the future of media.

Melissa Yunk is the Director of Global Communications for the Los Angeles Tourism & Convention Board, where she leads strategic communications and storytelling to elevate Los Angeles as a premier global destination for culture, culinary experiences, and major events. She brings a strong background in public relations and destination marketing, partnering closely with media, industry stakeholders, and internal teams to drive tourism growth across key domestic and international markets. Melissa holds Journalism and Business degrees from the University of Kansas and her career spans event-production, program management and public relations across entertainment, non-profit and tourism industries.

Fred Cook has worked at Golin for over 30 years, during which he has had the privilege to work with a variety of high-profile CEOs, including Herb Kelleher, Jeff Bezos and Steve Jobs. He has also managed a wide variety of clients, including Nintendo, Toyota and Disney. In 2014, Cook published Improvise: Unconventional Career Advice from an Unlikely CEO, which shares the wisdom he gained as a cabin boy on a Norwegian tanker, doorman at a 5-star hotel and chauffeur for drunks.

In 2015, after speaking on college campuses around the world, Fred accepted an additional position with the University of Southern California as the director of the USC Center for Public Relations at USC Annenberg, whose mission is to shape the future of public relations and those who will lead it — through research, education and thought leadership.

Alicia Caracciolo currently serves as the PRSSA International President, where she leads strategic campaigns and events designed to enhance member education, professional development, and real-world experience. In her role, she works alongside the International Committee to ensure PRSSA members are equipped with the tools, resources, and connections needed to succeed in the communications industry.

Alicia works on the business communications team for the Texas Rangers Baseball Club, supporting storytelling efforts that highlight the organization’s impact beyond the game.

https://www.linkedin.com/in/aliciamcaracciolo

David is an Early Career Emerging Talent Recruiter and the creator of Your Friendly Neighborhood Recruiter, a career-focused platform dedicated to helping Gen Z and early professionals break into marketing, advertising, and creative industries. With experience building internship programs, creator collectives, and talent initiatives, he’s passionate about making hiring more human, accessible, and empowering. Through content, coaching, and community, David helps thousands of young professionals navigate their careers with clarity and confidence.

Kristelle is a seasoned entrepreneur, business executive, and non-profit founder with over a decade of expertise in communications and leadership. She launched Siarza, a global public relations, advertising, and marketing agency recognized for its innovative strategies and award-winning campaigns. Kristelle has consulted across industries and was named one of the Top Women in Pubic Relations by PRNEWS. As a proud Filipina, she founded the Asian Business Collaborative to support underrepresented Asian business owners, helping over 300 businesses in New Mexico and Texas. The organization was named Non-Profit of the Year in 2022 by Albuquerque Business First. Committed to community service, Kristelle has served on economic development task forces and boards like the New Mexico Foundation for Open Government and PRSA New Mexico Chapter. She was named one of New Mexico’s ‘Forty Under 40’ in 2016 and received the “Women of Influence” award in 2019.

Amanda Coffee is the CEO of Coffee Communications, a consulting firm specializing in audience driven earned media, executive thought leadership, events and social media. Amanda was named a PRWeek 40 under 40 honoree for 2024. She’s the author of the communications newsletter ‘Bury the Lede’ and sits on the board of Communications Week. Amanda previously held communications leadership roles at Under Armour, PayPal and eBay.

Jon Weisman is entering his fourth season as Vice President, Communications for the Los Angeles Dodgers, overseeing strategy and operations for external and internal communications. He rejoined the Dodgers in September 2023, having served as Director, Digital and Print Content from 2013-17. His public association with the franchise began in 2002 with the founding of his pioneering website Dodger Thoughts, which he followed with two books about the team: 100 Things Dodgers Fans Should Know & Do Before They Die and Brothers in Arms: Koufax, Kershaw, and the Dodgers’ Extraordinary Pitching Tradition. In between his Dodger stints, Weisman served six years as Vice President, Corporate Public Relations for Showtime Networks, Inc. He began his journalism career in 1987, writing for media outlets that include the Los Angeles Times, Los Angeles Daily News, Variety and ESPN.com. His first novel, The Catch, was published in November 2023. Weisman holds a B.A. in American Studies from Stanford University and an M.A. in English from Georgetown University. He is a native of Los Angeles, where he and his wife Dana have raised their three children, Lilah, Casey and Dashiell.

Matt Prince is a communications and social media leader with over 20 years of experience shaping brand strategy for iconic organizations including The Walt Disney Company, Taco Bell, and KFC. After leading executive communications and helping launch Disney’s first Social Media Command Center, he spent more than a decade at Yum! Brands driving earned media, brand communications, and culturally relevant campaigns, including KFC’s historic brand comeback. Matt is currently Director of the Career Advancement Network at Chapman University and founder of The Path Project, where he combines strategic brand consulting with a passion for helping individuals discover authentic career paths. He is co-author of Social Media Campaigns: Strategies for Public Relations and Marketing (Routledge, 2025) and has been nationally recognized by ADWEEK, PRWeek, PRSA, and PRSSA for leadership, mentorship, and education.

Melissa Yunk is the Director of Global Communications for the Los Angeles Tourism & Convention Board, where she leads strategic communications and storytelling to elevate Los Angeles as a premier global destination for culture, culinary experiences, and major events. She brings a strong background in public relations and destination marketing, partnering closely with media, industry stakeholders, and internal teams to drive tourism growth across key domestic and international markets. Melissa holds Journalism and Business degrees from the University of Kansas and her career spans event-production, program management and public relations across entertainment, non-profit and tourism industries.

Brittany Rodgers is the Multicultural Communications & Publicity Director at Warner Bros. Television Group, where she leads integrated publicity strategies across scripted, unscripted, and animated programming with a focus on culture-forward storytelling. With over a decade of experience in entertainment publicity, she has driven impactful campaigns across Warner Bros., Peacock, NBCUniversal, and Allied Global Marketing, collaborating closely with talent, creators, and studio leadership. Originally from Milwaukee, Wisconsin, Brittany also spent time in Houston working in broadcast news before transitioning into entertainment publicity. Now based in Los Angeles, where she has lived for over 10 years, she is known for elevating diverse voices, building meaningful media relationships, and creating authentic connections between events, content and audiences.

Nick Jones-Liang is a communications executive specializing in global franchise storytelling, corporate communications, and integrated entertainment marketing. As Global Director of Public Relations for the Diablo franchise at Blizzard Entertainment, he leads worldwide communications strategy for one of gaming’s most iconic brands, shaping global messaging across development milestones, major releases, and ongoing live-service initiatives. Previously, Nick served as Director of Series Publicity at Netflix, where he led teams and high-profile campaigns across scripted and unscripted programming, including Wednesday, Avatar: The Last Airbender, Queer Eye, and Tidying Up with Marie Kondo. His work focuses on aligning creative vision with strategic communications to build sustained audience engagement at scale.

Tim O’Day is an award-winning public relations leader, ideation consultant, event producer, and best-selling author, and the principal of TO’DAY Group PR, where he represents clients across entertainment, consumer products, travel and tourism, hospitality, and philanthropy. His agency has led high-profile media campaigns, events, and creative projects for renowned organizations including the Academy of Motion Picture Arts & Sciences, Smithsonian Institution, The White House, Experian, Pasadena Tournament of Roses, Radio City Music Hall Rockettes, Universal Studios Home Video, Visit Newport Beach, and PIER 39, among many others. O’Day’s work spans acclaimed film and documentary campaigns, major philanthropic fundraising efforts (including $49 million for CHOC Walk), and decades of senior leadership and consulting for The Walt Disney Company, including landmark global milestones such as Walt Disney World’s 20th anniversary, the opening of Disneyland Paris, Sotheby’s Disney auctions, Disney Auctions by eBay, and Disneyland’s 50th anniversary celebration. He has played a key role in creating unforgettable Disney PR moments, contributed to the formation of D23: The Official Disney Fan Club, collaborated with celebrated artists and performers, and supported causes such as MusiCares, National Audubon Society, and the Smithsonian National Museum of the American Indian. O’Day is the co-author of the best-selling book Groundbreaking Magic: A Black Woman’s Journey Through The Happiest Place on Earth and A Portrait of Walt Disney World: 50 Years of The Most Magical Place on Earth. He is featured in the hit Disney+ series Behind the Attraction and was part of the creative braintrust that consulted on the new, acclaimed documentary Disneyland Handcrafted by Oscar-nominated director Leslie Iwerks.

www.linkedin.com/in/odaypr

Born and raised in Puerto Rico, Ingrid Otero-Smart has more than 40 years of marketing experience in the U.S. Hispanic Market and Puerto Rico. She joined Casanova Pendrill in 2008 as President and CEO, led its rebrand to Casanova//McCann in 2016, and in 2020 acquired the majority stake from Interpublic Group, making the agency minority- and female-owned. Under her leadership, Casanova//McCann has become one of the most creatively awarded Hispanic agencies, earning top honors at Cannes three times in the past decade, while managing offices in Costa Mesa, New York, and Detroit and leading major accounts including Nestlé USA, Coca-Cola, Chevrolet, Chick-fil-A, IKEA, U.S. Bank, and Ford.

Suzie Bao is a transformative leader who strives to be a beacon of trust, a source of impactful value, and a catalyst for positive change. She is currently VP, Group Account Director at IW Group leading the McDonald’s Asian Consumer Marketing efforts and Kraft Heinz Experiential Marketing. She was honored the She Runs It Working Mother of the Year, Ad Club of NY Rockstar honoree and ADCOLOR Leader and Judge. Recently, she joined the AAF LA Chapter as Board Member at-large to promote student engagement. She was one of the founding Board Member and podcast host for Asians in Advertising. In 2024, she joined the faculty lecture staff at Cal State University Fullerton. The other roles she plays in no particular order are mother, mentor, coach and speaker.