Greater Fort Worth Chapter of PRSA

06/04/2026

Thinking about earning your Accreditation in Public Relations (APR)? Looking for ways to give back as a mentor? There’s never been a better time to engage.

Join 2026 PRSA Chair Heide Harrell, MA, APR on Monday, June 22, for a special Member Mondays conversation focused on everything APR.

From the value of Accreditation in today’s communications landscape to tips for getting started, this discussion will explore how APR continues to elevate careers, strengthen strategic thinking and build leadership confidence across the profession.

Panelists
- Heather Cavanaugh, APR, vice president, external affairs and corporate communications, Alaska Communications; member, Universal Accreditation Board
- Matthew Marcial, CAE, APR, CEO, PRSA
- Yolanda K. Stephen, APR , senior manager, public relations, National 4-H Council; chair, Universal Accreditation Board

Learn more about how to get involved: https://www.prsa.org/home/get-involved/member-mondays

05/07/2026

Yesterday’s Greater Fort Worth Chapter of PRSA program was a masterclass in modern digital strategy. We had the honor of hearing from Adam Hernandez of The Freeman Company, who broke down the "Social Media Spectrum," a framework for navigating the social media noise of 2026.

The takeaway was clear: to stand out in today’s social media realm, you have to move past basic posting and start strategically reframing your presence. Adam encouraged our to chapter create content through three lenses:
• Unique POV: Moving away from the "generic" and toward the "never before seen."
• Impressive Skills: Highlighting the human mastery that sets us apart from the bots.
• Niche Nooks: Finding the relatability in small, dedicated communities.

As Adam pointed out, it’s time to rethink the draw, the capture, and how we interpret trends. Strategy isn't just about being seen; it's about being felt by the right people.

A big thank you to Adam for sharing his knowledge with our chapter and the Fort Worth Botanical Gardens for generously hosting and sponsoring this luncheon.

05/01/2026

The Greater Fort Worth Chapter of PRSA was recently featured on the cover of Strategies and Tactics on the Public Relations Society of America (PRSA) website! The article, written by Sarah Maben, Ph.D., APR, spotlights our March program for its unique approach of using music for engagement. 🎶

Our chapter traded traditional lectures for an interactive "rocking research recap" at our March luncheon featuring Caroline Conkle of Bands of DFW. Caroline shared her research findings, conducted alongside Dr. Maben, exploring the trending topics of the communication industry, including public relations, artificial intelligence and social media.

Attendees “named that tune” in an interactive session connecting music to recent public relations research. Conkle paired songs with key research concepts from recent academic PR journals.

Check out the full article to see how we harmonized music and communications:

An interactive PRSA Chapter program used music and prediction to make academic research more engaging and accessible, helping practitioners connect insights to real-world applications.

04/27/2026

Every team is different, but the pressure to perform on social media is constant. The question isn't just what to post, but how to do so authentically when budget, team size, and time are at a premium.

At our next Greater Fort Worth Chapter of PRSA luncheon, Adam Hernandez of the Freeman Company will share the strategic frameworks he’s used to build world-class brand narratives for the likes of McDonald’s and Southwest Airlines.

This isn't about "doing more with less"—it's about doing the right things with what you have. Learn to identify the tools and tactics that sharpen your strategy no matter where you fall on the resource spectrum.

📅 Wednesday, May 6
🕛 11:30 a.m. – 1 p.m.
🌸 Fort Worth Botanical Gardens (Rose Room)

🎟️ Secure your tickets now: https://www.eventbrite.com/e/the-social-media-strategy-spectrum-tickets-1987160718201?utm-campaign=social&utm-content=attendeeshare&utm-medium=discovery&utm-term=listing&utm-source=cp&aff=ebdsshcopyurl

Master brand storytelling on social media with strategies for every budget, team size and resource level.

04/14/2026

In a landscape where digital trends shift by the hour, public relations professionals often grapple with a fundamental challenge: How do we build world-class brand narratives within the constraints of our unique organizational realities? Whether navigating limited budgets, lean teams, or varying creative capacities, the fundamental principles of engagement remains the same.

Join the Greater Fort Worth Chapter of PRSA for The Social Media Strategy Spectrum as Adam Hernandez, Director of Social Media at the Freeman Company, explores the intersection of high-level brand strategy and practical ex*****on, offering a roadmap for success regardless of where your team sits on the resource scale.

Drawing on 15 years of experience shaping the voices of global giants — including Southwest Airlines and McDonald’s — Adam will provide a masterclass in brand storytelling. He brings a practitioner’s perspective to the tools, tactics and strategic frameworks that sharpen impact and drive measurable results.

🗓️ Wednesday, May 6
⏰ 11:30 a.m. – 1 p.m.
🌸 Fort Worth Botanical Gardens (Rose Room)
🎟️ Tickets are on sale now: https://www.eventbrite.com/e/the-social-media-strategy-spectrum-tickets-1987160718201?utm-campaign=social&utm-content=attendeeshare&utm-medium=discovery&utm-term=listing&utm-source=cp&aff=ebdsshcopyurl

This program is generously sponsored by the Fort Worth Botanic Garden.

04/02/2026

At yesterday’s Greater Fort Worth Chapter of PRSA luncheon, attendees were treated to a profound session led by Bey-Ling Sha, Ph.D., APR, Fellow PRSA, Dean of the College of Media & Communication at Texas Tech University.

In a sea of AI-related talks, this was a standout session that moved beyond the "how-to" and focused on the "who we are."

Every professional left the luncheon with several key takeaways:
📍 Strategic Over Tactical: Dr. Sha reminded us that research and evaluation are what elevate PR from "implementation" to a vital "managerial function."
📍 Professional Integrity: PR practitioners must embrace a level of personal accountability that prevents our craft from being used for harm.
📍 The Human In-Group: In an age of algorithms, our humanity is our greatest competitive advantage.

True public relations must remain a mutually beneficial bridge between organizations and the public. If it isn't beneficial to both, it isn't PR. Dr. Sha reminded the room that while technology evolves, our ethics and our humanity must remain constant.

A big thank you to Dr. Sha for sharing her wisdom with our chapter and the Graduate Studies Texas Tech College of Media and Communication for generously sponsoring this luncheon.

03/30/2026

In an era shaped by artificial intelligence, public relations professionals face a critical question: how do we remain authentic, human and grounded in identity while leveraging powerful new technologies?

In Identity Matters in Public Relations: Authenticity and Humanity in an AI World, Bey Ling Sha, Ph.D., APR, Fellow PRSA, Dean of Texas Tech University’s College of Media & Communication, explores why identity is foundational to ethical, effective public relations practice — especially as AI reshapes how we communicate, create and connect.

Drawing on her internationally recognized scholarship at the intersection of identity and public relations, as well as decades of experience as an educator, researcher and practitioner, Dr. Sha will challenge attendees to think critically about authenticity and humanity in an increasingly automated world.

📅 Wednesday, April 1
🕛 11:30 a.m. – 1 p.m.
📍 Amon Carter Center at Lena Pope

🎟️ Only a few days left to secure your seat: https://www.eventbrite.com/e/identity-matters-in-pr-authenticity-and-humanity-in-an-ai-world-tickets-1984632018793?utm-campaign=social&utm-content=attendeeshare&utm-medium=discovery&utm-term=listing&utm-source=cp&aff=ebdsshcopyurl

This program is generously sponsored by the Graduate Studies Texas Tech College of Media and Communication.

03/23/2026

Identity matters — especially in an AI world.

Join PRSA Greater Fort Worth for a thought provoking luncheon with Bey-Ling Sha, Ph.D., APR, Fellow PRSA, dean of College of Media & Communication, Texas Tech University and Texas Tech University College of Media & Communication Graduate Program. as she explores authenticity, humanity, and ethical PR practice in an era shaped by artificial intelligence. Attendees will gain timely insights for navigating new technologies while staying grounded in trust and purpose.

📅 Wednesday, April 1
🕛 11:30 a.m. – 1 p.m.
📍 Amon Carter Center at Lena Pope
🎟️ Secure your seat: https://www.eventbrite.com/e/identity-matters-in-pr-authenticity-and-humanity-in-an-ai-world-tickets-1984632018793?utm-campaign=social&utm-content=attendeeshare&utm-medium=discovery&utm-term=listing&utm-source=cp&aff=ebdsshcopyurl

This program is generously sponsored by the Graduate Studies Texas Tech College of Media and Communication.

Bey-Ling Sha, Ph.D., APR, Fellow PRSA, is a higher education leader whose work has influenced public relations and communication.

11/18/2025

What a night! Thank you for helping us celebrate bold work and brilliant achievements.

11/11/2025

Congratulations to our 2025 Worthy Awards winners! Your bold work deserves this brilliant spotlight.

🔗 https://fortworthprsa.org/worthyawards/2025-worthy-awards-winners/