Joseph Abreu, APR
Communications Manager
Clerk of the Circuit Court, St. Lucie County
Fort Pierce, Florida
Applying for: Sunshine District Director
Alternate Position(s):
Biography
Joseph Abreu, APR, is an award-winning public relations professional who has served as the Communications Manager for the Clerk of the Circuit Court of St. Lucie County. In his role, he is responsible for external, internal, strategic and crisis communications, as well as media relations and reputation/brand management. Joseph currently sits on on the boards of the Fort Pierce Area Council and the St. Lucie County Leadership Alumni Council, and he is an honorary member of the Port St. Lucie Bar Association. He is a 2015 graduate of Leadership St. Lucie class and a 2009 graduate of Palm Beach County's Leadership Focus class.
Prior to being recruited to St. Lucie County, Joseph worked at the Clerk and Comptroller's and Tax Collector's offices of Palm Beach County. Prior to joining the public sector in 2008, he directed communications, special events and development for Compass, one of the largest gay and lesbian community centers in the country. He began his career working for a variety of boutique PR firms before joining Edelman Public Relations Worldwide in Miami. Joseph has been a proud PRSA member since 2003, and was previously a PRSSA Alpha Chapter member at The University of Florida. He is a Florida native and now lives in Port St. Lucie with his husband of 11 years.
EDUCATION
Bachelors of Science in Public Relations, University of Florida, Gainesville, FL
Accreditation in Public Relations, Universal Accreditation Board
EMPLOYMENT HISTORY
Clerk of the Circuit Court, St. Lucie County
Communications Manager since March 2013
• Implemented and managed internal and external communications, social media, websites, public affairs, media relations, crisis communications, video production/editing, branding, external and employee events, marketing campaigns, strategic plans, sponsorships/promotions, charitable giving, and employee professional development programs
• Revamped office’s website, securing an average increase of $25,000/month in case payments and $2,000/month in Self-Service Center court packets sales
• Helped institute online juror check-in system with redesigned jury summons
• Trained staff on media law, FOIA, media relations, and public records exemptions to improve accuracy of document processing and media relations
• Secured national and local awards, including the National Association of Counties’ Achievement Award in Fiscal Management; the Government Finance Officers Association’s Certificate of Achievement for Excellence in Financial Reporting and Popular Annual Financial Reporting Award; Outstanding Achievement Award in websites by the Interactive Media Council; the United Way’s Paul J. Hiott Award for Community Volunteerism; and the St. Lucie County Human Resource Association’s Best Place to Work Award
Tax Collector, Palm Beach County
Civic Engagement Manager Oct. 2012 - March 2013
• Directed award-winning public affairs campaigns designed to expand outreach and education efforts among thousands of county citizens and key community opinion leaders and stakeholders
• Introduced new strategies designed to maximize educational efforts and change attitudes and behaviors about the Constitutional Tax Collector’s office
• Represented the agency, educating the public about its services and the effects of county & state policy initiatives
• Managed public affairs inquiries by the Constitutional Tax Collector, the Florida Tax Collector's Association, community leaders, agency stakeholders, and other elected or appointed officials
• Wrote copy for all external communications, including collateral materials and electronic communications to more than 17,000 people
Clerk & Comptroller, Palm Beach County
Senior Communications Strategist Jan. 2008 - Oct. 2012
• Developed and implemented strategic communication and marketing plans, including media relations/publicity, employee relations, special events, crisis communications, community relations, and sponsorships/promotions
• Implemented numerous community outreach and education initiatives designed to improve efficiencies and customer relations while creating awareness about the office, county finances and/or court services.
• Developed and streamlined office’s visual brand to effectively communicate agency values and identity to key publics
• Managed multiple award-winning special events campaigns, garnering record-setting publicity for the office
• Managed media relations for international, national and local television and print media
• Wrote, edited external and internal communications and speeches for the office
• Designed and created ad copy for collateral materials and presentation videos to promote the office and assist customers
Compass, LGBT Community Center of the Palm Beaches
Communications & Events Manager Feb. 2004 - Jan. 2008
• Implemented and managed internal and external communications, social media, websites, public affairs, media relations, crisis communications, video
• Managed communications and development departments responsible for producing multiple annual community events and activities, raising nearly $500,000 with a total of 15,000 in attendance
• Developed award-winning public relations campaign to maximize exposure for the U. S. Holocaust Memorial Museum's traveling exhibit, resulting in nearly five million media impressions and the expansion of services through nearly $250,000 in donations and pledges
• Produced and edited multiple community print and online publications promoting the center and its services with a total circulation of 750,000 annually
• Managed all media relations and event promotions with major radio and television stations, and print publications
• Managed the center programming, member activities and fundraising efforts
Jan Mitchell & Associates, Inc., Pompano Beach
Account Executive July 2003 - Feb. 2004
• Organized media promotions and publicity for independent films, ensuring more than 10,000 media impressions weekly
• Wrote client proposals and reports outlining media coverage and public impressions
• Conducted research on independent films through study groups, interviews and surveys at private screenings
Edelman Public Relations Worldwide, Miami
Assistant Account Executive May 2003 - Nov. 2003
• Assisted in the development of strategic communications plans for companies in the entertainment, health care and service industries
• Wrote media releases and advertorials designed to secure coverage for clients, including Cancun Convention &Visitors Bureau
• Developed media lists and client reports
PRSA Accomplishments
Leadership & Volunteer Positions
National Committees
District Council Chair, 2017
District Council Chair-Elect/Secretary, 2016
Investment Committee Member, 2016 and 2017
Awards Task Force Member, 2017
Leadership Rally Planning Committee Member, 2017
National Nominating Committee Representative, 2015
Sunshine District
Radiance Awards Program Chair, 2016 and 2017
Immediate Past Chair, 2016
Chair, 2015
Chair-Elect, 2014
Conference Co-Chair, 2010 and 2014
Secretary, 2013
Treasurer, 2012
Palm Beach Chapter
Assembly Delegate, 2012-2017
Accreditation Chair, 2010-2012
Immediate Past President, 2010
President, 2009
President-Elect, 2008
Treasurer, 2007
Programs Chair, 2006 and 2017
PRSA Individual Awards and Honors
2015 Trailblazer Award for Outstanding Service to Public Relations, Sunshine District
2010 Rising Young Professional Award, Palm Beach Chapter
Governance Skills
In my current role, I oversee all communications functions for the Clerk of the Circuit Court of St. Lucie County. I am responsible for the organization’s external, internal, strategic and crisis communications. I also oversee office events, public affairs, media relations and reputation management. Aside from managing the day-to-day public affairs campaigns, I work very closely with all departments to provide strategic counsel and project management direction. Since the Communications Department is under Administration, I regularly assist the IT, HR, and Performance Management departments with implementation and management of new software, services or programs impacting employees and customers.
In recent years, I have been a key player in helping launch several new services, including new court case and jury management systems, a property fraud alert program, a foreclosure auction site, an official records program, several websites and intranets, work life balance campaigns, and employee engagement programs.
Aside from offering a Communications perspective to every project team I work with, I’m known to provide crucial foresight and practical solutions to help avoid critical failures along the way. I am instrumental in determining timelines and priorities. I tend to be a stickler for establishing deadlines and goals, ensuring we stay on track, remain accountable, and analyze the effectiveness of our work.
When I started the Communications Department at my current job in 2014, I established evaluation and cross-training metrics for everything from our internal newsletter engagement to social media impressions. I am also responsible for managing my department’s staff, budget and training.
In addition to my professional responsibilities, I have served on countless volunteer boards since high school. Robert’s Rules of Order, bylaws, calendar appointments, meeting agendas and minutes, recaps, and action plans are engrained in my life.
Leadership Skills
Each year in the Sunshine District, one of our seven chapters hosts the district conference. In 2013, the host chapter nearly went bankrupt due to a poorly negotiated hotel contract. The other District officers and I stepped in to renegotiate the contract and keep the chapter afloat. This was the second time this happened in recent years, and we feared conference revenue and programming would be negatively impacted for years to come.
It was time for a debate. District officers wanted to take over the conference and implement metrics that would ensure growth and success going forward. Our district board, which is primarily composed of chapter presidents and assembly delegates, weren’t interested in letting go of the reigns. For months, we argued and struggled to compromise. The issue divided us.
Eventually, the board agreed to a try a one-year governance model where the district had more authority and host chapters organized the conferences. However, when we considered continuing the model permanently, the board erupted and tensions strained. As Chair-Elect, I immediately encouraged the officers drop the overhaul, and I proposed three simple accountable measures to ensure chapters would host a successful conference. They were unanimously approved.
It was during that experience that I remembered a simple statement a keynote speaker said at the 2007 Leadership Rally. Focus on the positive, and the negative will resolve itself. It’s a rule I strive to live by, professionally and personally, and I tend to bring that tip to the two other boards I serve on, Leadership St. Lucie and the Fort Pierce Area Council.
Being a leader means bringing people together for the common good despite our differences. We must find common ground and focus our energy on capitalizing on our achievements. Positive leadership feeds missions and is critical to the Society’s success.
Strengths
A former boss once told me that I had the innate ability to proactively identify any issue and find a way to resolve it. I’ve always been that way. Growing up, puzzles and video games were sadly some of my best friends. I thoroughly enjoy a challenge, and I’ve always been a problem solver. I don’t consider myself a perfectionist, but when I am dedicated to a goal, I work endless hours to surpass it.
I’m also a team player. I understand that no man is an island. The needle will never move without attentive listening, strong organization, and respect and cooperation from my peers. These personal characteristics, coupled with skills obtained through my accreditation and work experience, have taught me to be proactive and anticipate opportunities and threats. However, to truly garner the skills and expertise required to serve on PRSA’s board, you must be entrenched in the organization.
Over the past several years, I’ve had the privilege of serving on several national committees with diverse leaders from across the country. They’ve given me unique perspectives of the strengths and weaknesses of our districts and members. I’ve helped our leaders share best practices for accreditation, conferences, and awards programs. Many of the ideas have translated into real solutions for chapters and districts.
As District Council Chair-Elect, I spearheaded an initiative to streamline and improve awards programs. After months of negotiations, chapters and districts now have access to an affordable online awards platform. When I served as Sunshine District Chair, I implemented an initiative to reimburse newly accredited professionals $100 and requested chapters provide an additional $100. The program is still helping professionals get accredited to this day by eliminating financial hardships.
The solution-based skills I possess will help propel the future success of the practitioners and Society alike.
Volunteer Commitment
I first became involved in the Society as a student member in the PRSSA Alpha Chapter at the University of Florida. My active involvement helped me transition to PRSA Miami and Palm Beach after graduation. Back then, I paid the full membership out of pocket despite earning much less than a livable wage.
In 2006, I settled in West Palm Beach, and volunteered to be treasurer of the Palm Beach Chapter. I've loyally served PRSA in leadership roles ever since. Most notably, I’ve served as Chapter President, Assembly Delegate, District Chair and District Council Chair. I’ve also proudly served on PRSA’s Nominating Committee and currently serve on the Investments Committee, Leadership Rally Planning Committee and Awards Task Force. I’ve launched awards programs, co-chaired conferences, and produced leadership trainings and hundreds of seminars for public relations professionals. I have dedicated countless nights and weekends to the Society for more than a decade.
Giving my time and energy to PRSA is my passion, and my service to the Society is unquestionable. I don’t do it for any self-gratification or professional advancement. I do it, along with thousands of others, to advance the public relations profession. It’s an incredible honor working with like-minded professionals throughout the country who selflessly dedicate their lives to improving our profession.
Over the years, I’ve ensured my employers fully understood and embraced their employees’ professional development. It’s critical as professionals that we continue to gain new knowledge, skills, and abilities to do our jobs effectively and address our company’s latest challenges. Fortunately, my employer understands and supports the commitment I’ve made to the Society and our profession.
I also believe in strong time management, planning, and professional development. I instill these qualities in my team, and I know they will assist during my service to the national board.
Position Statement #1
Prompt: The lines continue to blur among the disciplines of public relations, marketing, IT and customer service, and the need increases to create more collaborative teams and hybrid professionals. PRSA has continued to evolve and respond to these issues in support of our members, partners and colleagues. What do you believe are the strongest components of PRSA’s strategic plan that will help our members address these challenges, and how will PRSA remain relevant and sustainable for the future?
Working at a small government agency, the majority of my duties are focused on public affairs. I am constantly producing content to push out to our key stakeholders. In addition to developing campaign strategies, I produce videos, collateral materials, social media graphics, email newsletters, and a variety of other tactical products.
Since I have a limited budget, I chose to train myself the skills needed to produce good content in-house. For years, PRSA meetings only provided me with networking opportunities, gaining media relations skills, and getting tips on crisis communications. While the Society was the driving force to get my accreditation, it never truly provided me with the training to meet today’s challenges.
It wasn’t until recently when PRSA launched MyCommunities that I began to see a direct benefit to my job. It allowed other professionals to share information, and provide me with the resources to do my job more effectively. I’ve received unsolicited advice about media monitoring, project management tools, and even video storyboard templates. These are small but incredibly helpful tools that impact my perceived membership value.
While I respect strategy, I find tactics tend to resonate the best with our membership, as well as their clients and employers. It’s because of this that I feel the primary component from our strategic plan that will have the strongest impact is Enhancing Professional Growth.
PRSA must be present every day in the workplace, and we must quickly adapt as the duties in our profession change. We have to capitalize on the strategic and tactical solutions like MyCommunities and give our professionals the day-to-day value they require to succeed. In addition to benchmarking against other leading associations, we must adopt new and proven technologies to enhance the member experience. Our emails must be more direct, and we must offer other methods, such as text messaging, which is widely used by companies and is a proven tool to increase engagement and sales.
I would love to see PRSA expand its webinar library with short instructional videos addressing the practical challenges we face at work, such as managing social media content and producing b-roll with cell phones. We can use these videos on our communication platforms to promote member value and recruit members in accordance with our goal to Expand our Membership Community. While the webinars are beneficial, their length requires a time commitment that we don’t generally have anymore.
To remain relevant to our members, we must also enhance the tools provided to our chapters. Many small chapters struggle to manage their communications and programming. While we have taken steps to provide chapters with web solutions, they still require fully integrated websites that manage membership, events and email communication. We also need to develop a comprehensive library of programming and speakers throughout the country and make it easily accessible like the membership campaign materials.
Lastly, we need to prepare for the latest technological advancements and societal developments, which will certainly impact our profession.
Position Statement # 2
Prompt: PRSA has become more complex and diverse in recent years. While the Society must become nimbler, we also are cognizant that we must help prepare our members to meet tomorrow’s challenges as leaders at every level. The role of the communications professional will continue to evolve, and PRSA will anticipate future trends, and support our members at every stage of their career. As a member of PRSA’s national board, what do you see as your role in contributing to helping our membership meet tomorrow’s challenges as leaders?
After graduating with my degree in PR, I worked at a small firm that specialized in promoting independent films in Pompano Beach. After several months, I moved back home and joined Edelman in Miami, then a small boutique agency in Miami Beach. My clients varied from Bacardi to the City of Coral Gables to the Las Olas River House.
In 2004, I joined a non-profit in West Palm Beach and organized their largest community events while managing their communications and development. After four years, I was hired at a large government agency, handling everything from media relations to internal communications and public affairs. At the same time, I began accepting contract work for public relations, graphic design and website development.
I’ve worked in the private, non-profit and government sectors. I’ve worked in large cities, small towns, large companies, and small companies. I’ve had lots of different clients in a variety of industries and locations, and I even worked for myself. I’m familiar with the challenges many of us face in our profession, and I am ready to meet and overcome them.
As a member of the national board, I plan to address the challenges PR professionals experience by applying the Strategic Plan to meet the needs of our 21,000 members. Together, our national board can expand on the goals outlined in the plan and develop new services for our membership. I intend to use the knowledge gathered during my years of PRSA service to implement innovative, practical solutions for all of our members, whether new or seasoned professionals. These efforts will grow our membership and allow us to better concentrate on our profession’s needs.
As a Society, we must also consistently conduct research to stay aware of the latest advancements and trends in technology, which directly change our daily jobs and how our key audiences receive information. As we have seen over the past 15 years, the fax machine is obsolete and newspapers no longer reign. The face of public relations will continue to evolve, and so will our needs as practitioners. In the next 15 years, pitching newspaper reporters will be a thing of the past, and our main focus will shift to pitching reporters who only work for internet or social media conglomerates. Traditional TV stations may be replaced by ad-driven, internet-based companies. Advertising and marketing will continue to intertwine with public relations, and we must learn those trades to become more marketable to employers before those professions learn and take over our skills and abilities.
To overcome tomorrow’s challenges, we must plan for them today. We have to build on our foundation and develop the processes that allow us to foresee and plan for tomorrow’s challenges and opportunities. Our national board must be nimble. We must listen to our members and acknowledge societal trends. We must remain the voice for public relations and advocate for the professional.
Joseph Abreu, APR
Category
Sunshine District Director