From Visibility to Value: Executive Communications that Drive Results

A strategically positioned executive can shape reputation, strengthen trust, influence media narratives, and move an organization forward.

As audiences increasingly expect to hear directly from the people leading an organization, executive communications has become much more than writing speeches, preparing talking points, or managing a LinkedIn presence. Communications professionals must help leaders identify the right stories, show up credibly, and connect their personal visibility to meaningful organizational goals.

Join PRSA Orlando on Thursday, August 27, for From Visibility to Value: Executive Communications That Drive Results, featuring , Executive Director of Internal Communications, AdventHealth. Drawing from her experience supporting executives and major brands including Red Lobster, Southwest Airlines, and SeaWorld, Lori will explore how communicators can turn executive voices, personalities, and unexpected moments into strategic opportunities.

Lori will walk through the campaigns behind the headlines—from building the media strategy around Red Lobster's new CEO during one of the most closely watched brand comebacks in the restaurant industry, to Southwest's "Set Love Free" campaign to lift the federal Wright Amendment restrictions at Dallas Love Field. Along the way, she'll unpack how communicators can identify a leader's genuine strengths, match them to audiences who are actually listening, and connect the results back to the C-suite.

Get practical takeaways you can apply at your organization, including:

• Executive presence, decoded: How to assess what your leader is actually good at—and where that translates into media opportunity
• Audience over prestige: Why the right podcast can outperform the marquee outlet, and how to make that case internally
• Crisis-tested judgment: What executive visibility looks like when the news isn't good, and when to keep your leader out of the headline
• The public sector playbook: How the same principles apply or don’t when your executive is an elected or appointed official
• Closing the loop: Connecting executive visibility back to reputation, coverage, and business outcomes that leadership cares about

Registration closes August 21, 2026.

Where:
Second Harvest Food Bank of Central Florida
411 Mercy Dr, Orlando, FL 32805

Time: 8 – 9:30 a.m.

Price:
PRSA Orlando Members: $30, Non-Members: $45, Students: $15

Parking Information:
On-site parking is available

PRSA Orlando Gives Back: Attendees are encouraged to bring non-perishable food donations to support Second Harvest Food Bank of Central Florida.

Visit PRSAOrlando.org for more information.