USTA Executive to Share Digital Strategy Tips at June 10 FPRA Meeting

Laura Bowen

There’s YouTube, Facebook, Twitter, Instagram, Pinterest and more. In today’s high tech world, public relations professionals are using digital strategy to reach their brand’s target audience. Join the Volusia-Flagler Florida Public Relations Association on Tues., June 10 to learn how to define and create a digital strategy that successfully connects marketing and communications for any organization.

Laura Bowen, director of marketing, membership, sponsorship and communications for the United States Tennis Association (USTA) Florida will share how her organization has initiated a new digital strategy, added value for members and attracted new players to the sport of tennis. Her topic: “More than Likes: Creating a Digital Strategy that Connects Marketing and Communications” will challenge the notion that only millennials know how to lead in the digital space and present a road map that any organization can use.

“Having a best-in-class digital presence is more than just execution,” Bowen said. “It starts with a solid marketing and communication strategy built on your organization’s goals and leverages the best digital channels to connect with your audience in a meaningful way.”

With a team of four outstanding communications and marketing staff, Bowen initiated the organization’s Hispanic Outreach Initiative, Tenis para Todos, created a new state-wide member value benefits program, secured major national sponsors, helped launch three new recreational tennis programs, and initiated a new digital strategy that includes a complete overhaul of the organization’s web site.  Prior to joining USTA Florida, Bowen spent nearly eight years as Director of Executive Communications and Chief Speechwriter at the National Association of REALTORS in Washington, DC, where she oversaw all communications and special projects for NAR’s leadership team.

Local FPRA Chapter President Stefany Strong said that this meeting is a must for those organizations that realize they should adopt new strategies to more effectively reach their customers, but aren’t sure how to do that. “In our rapidly changing world, communication professionals must understand the digital environment and harness the power of social media to succeed,” Strong said.

The June meeting will also recognize the chapter’s 15 newest members.

Non-members are welcome to attend the June 10 event at LPGA International, 1000 Champions Drive, Daytona Beach at 11:30 a.m.  The registration fee, which includes lunch, is $18 for students, $20 for FPRA members and $25 for non-members. RSVP and pay online by June 9 at

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