An Epic Media Mashup

With the ever-changing media landscape, young and seasoned PR professionals are finding it necessary to collaborate with each other more than ever to navigate avenues of communication with their publics. The Florida Public Relations Association Orlando Area Chapter and the Public Relations Society of America Orlando Chapter recognized this need and provided an event that offered opportunities for face-to-face networking and learning.   

Vice President Kali Hammond, APR, and Orlando interns Arley Scarborough and Leyla Damia attended the Media Mashup 2025 event, which provided attendees with the opportunity to speak with local editors and journalists, hear from incredible speakers and meet with other PR professionals working in the Central Florida region. 

The keynote to kick off the day was “PR Portals Have Opened: Behind the Launch of Universal Epic Universe,” led by the vice president of the Universal Orlando public relations team, Alyson Sologaistoa, APR, CPRC, and Kristen Smith, director of the Universal Orlando public relations team. Takeaways from this segment include: 

Have your end goal(s) in mind.  

For the Universal team, it was global media domination. However, having a goal in mind when beginning a new project, pitch or article is integral to its success. Having targeted goals lays the foundation for implementing an efficient and effective strategy. 

Learn from your (and others’) mistakes.  

Alyson and Kristen talked about the opening of Universal Studios in 1999 and how much they learned from this event that aided them in the opening of Epic Universe. Growing and learning comes from making mistakes, something that applies universally. 

Do it for your audience.  

“Universal Epic Universe is for the fans,” Alyson stated. Knowing an audience and catering to it is how professionals set themselves apart from the competition, emphasizing that their top priority is helping their audience – or fans. 

How Public Media Empowers Our Community 

The lunchtime keynote speaker was Judith Smelser, President and General Manager of Central Florida Public media. She spoke on how public media is more than just headlines; it’s about people. Through audio journalism and community-rooted storytelling, CFPM becomes a platform not only for information but for understanding.  

CFPM informs, connects and empowers the community through local podcasts, digital content and a weekly newsletter. With a strong editorial integrity policy, CFPM builds trust by prioritizing transparency and fact-based reporting. However, that mission is now at risk. Federal funding is under threat, raising concerns about the future of public media. 

“Public media is committed to supporting the community,” said Smelser. “But our community must decide if it’s committed to supporting us.” In a time of shrinking newsrooms and declining public trust, CFPM remains a vital local resource, and its future depends on community support. 

Media Mashup 2025 served as a powerful reminder of the evolving nature of public relations and the importance of adaptability, collaboration and purpose-driven communication. From Universal’s strategic approach to global storytelling to CFPM’s unwavering commitment to local truth telling, the event highlighted how PR professionals can leverage one another and they media they work alongside.  

Arley Scarborough, a senior at the University of Central Florida, is a public relations intern at Poston Communications.

Leyla Damia, a senior at the University of Central Florida, is a public relations intern at Poston Communications.