PRSA-LA

61st PRism Awards
2025-10-09 18:00 - 21:00 (America/Los_Angeles) | Los Angeles Herald Examiner, 1111 S Broadway,, Los Angeles, CA, 90015, United States
PRSA-LA 61st Annual PRism AwardsTHURSDAY, OCTOBER 9, 2025 • 6:00 PM – 9:00 PM at ASU CALIFORNIA CENTER’S HERALD EXAMINER BUILDING1111 S Broadway, Los Angeles, CA 90015
PRSA-LA is proud to present our 61st Annual PRism Awards, Los Angeles region’s premier awards program honoring excellence in public relations and communications. More than 200 PR and marketing professionals gather to celebrate the creativity, strategy, and stories that have shaped public discourse and elevated brand narratives throughout the year. This year’s theme, “Voices Elevated: A Celebration of Triumph & Truth,” honors the power of authentic storytelling and the impact of purpose-driven communications in shaping culture and inspiring change. Plan now and join us in this special night.

INDIVIDUAL TICKET PRICES EARLY BIRD MEMBERS $105 (BY AUG . 29) REGULAR MEMBERS $130

EARLY BIRD NON-MEMBERS $130 (BY AUG . 29) REGULAR NON-MEMBERS $155

PRSSA STUDENTS $65

REGISTER HERE

CLICK HERE TO BECOME AN EVENT SPONSOR
To purchase a Sponsorship Package or receive additional information about the 61st Annual PRism Awards, please contact:

Marisol B. Perez, MSPA, APR President of PRSA-LA 2025 marisol@missiondrivenpr.com

Tony Ferguson President-Elect of PRSA-LA 2026 tony@teamsocietyhouse.co

PRSA-LA Administrator executive.director@prsala.org

Thank You for Your Support!
DOWNLOAD A SPONSORSHIP KIT HERE

PRSA-LA & Zeno: Brand Love & Demand Research
2025-11-13 17:30 - 20:30 | Columbia Square Campus, 1550 N El Centro Ave, Suite 150,, Los Angeles , CA, 90028, United States
Brand Love & Demand Research
Presented by

Thursday, November 13 • 5:30–8:30PM PT
Venue: Columbia Square Campus, 1550 N El Centro Ave, Suite 150, Los Angeles
REGISTER HERE
BRAND LOVE ISN’T A TREND. IT’S A COMPETITIVE ADVANTAGE.
Join Zeno for an exclusive look at their latest Brand Love & Demand Study which reveals how to attract, nurture, and get consumers to commit to your brand.
Theresa Bertrand, Head of Planning, Zeno US
Allison McClamroch, Head of Brand, Zeno US
Zeno strategists Theresa Bertrand, Head of Planning, US, and Allison McClamroch, Head of Brand, US, will unpack the cart on what makes people love – or leave – a brand, how to win hearts across generations and cultures, and how to turn brand love into real commercial demand.
Panelists joining discussion about the role of brand love in how they engage with audiences and in culture will include:

Dana Balch
Director, Product & Consumer Communications, Tubi

Dana Balch is a strategic communications leader driving consumer-facing brand, creator, product, and corporate storytelling at Tubi. Previously at Tinder, she built bold, consumer-first brand moments, including collaborations with Megan Thee Stallion and Duolingo. She began her career in Ogilvy’s consumer PR division, working across automotive and home decor clients.

Johanna Albertsson
Senior Communications Manager, Califia Farms
Johanna Albertsson is a strategic communications professional with a passion for storytelling and cultivating strong, meaningful relationships. At Califia Farms, she oversees external product and executive communications, as well as partnerships. Previously, at The Lede Company, she built media strategies for global clients like Audi of America and Blue Bottle Coffee. In her spare time, Johanna enjoys all things hockey, especially the New York Rangers, and exploring the country with her husband, David and their dog, Skjei.

Philip Price Fry
Vice President, Communications & Brand Partnerships, Tinder
Philip Price Fry leads consumer brand, executive, product, trust & safety communications, and cultural partnerships at Tinder across the Americas. A strategic storyteller and cultural architect, he has built and led global communications functions across tech, entertainment, and fashion, ensuring brands don’t just make headlines, they shape industries.

Ready to be the brand they can’t quit?
REGISTER HERE

At Breakfast With...A PR Guide to Podcasts
2025-12-03 08:30 - 09:30 | CA
At Breakfast With…(A Virtual Event)
A PR Guide to Podcasts
Presented by PRSA-LA
Wednesday, December 3, 2025 • 8:30 AM – 9:30 AM

Full panel announced!
Get ready for A PR Guide to Podcasts, a virtual At Breakfast With event designed to help PR pros identify the right shows, craft standout pitches, prepare clients for authentic conversations, and build real relationships with podcast hosts. Plus, get insider tips on measuring impact and the trends shaping podcasting in 2026.

Featuring:

Glenn Gritzner – Host of Making Los Angeles (L.A. Times Studios)

Evan Lovett – Creator of LA In a Minute and Host of In a Minute with Evan Lovett.

Peniley Ramirez, Co-CEO and Exec. Dir.of Futuro Media, home to Latino USA

Moderated by:

Beverly White, Retired KNBC Anchor and Reporter

Learn what producers look for, what makes a great guest, and how podcasts can amplify your brand storytelling.
REGISTER NOW

PRSA-LA'S Holiday Party
2025-12-09 18:00 - 21:00 | Brews Brothers, 3000 W Olive Ave, Burbank, CA, 91505, United States
PRSA-LA Holiday Party
Date: Tuesday, December 9
Time: 6:00 – 9:00 PM
Venue: Brews Brothers, 3000 W Olive Ave, Burbank
Tickets: $25 Members | $40 Non-Members | $15 Students
Join us for an evening of connection, cheer, and community as we come together to celebrate the season with fellow PR and communications professionals. This year, we’re proud to partner with Wellnest, whom for more than 100 years, has been providing emotional health and wellness services for children, young adults, and families in Los Angeles.
As part of our celebration, we’re hosting a Toy & Self-Care Item Drive to support their ongoing work with youth and families.
We encourage guests to bring:
• New, unwrapped toys
• Self-care or personal hygiene items (lotions, skincare, journals, socks, etc.)
Every contribution helps brighten the season for the families they serve. We hope you’ll join us for great company, festive vibes, and a meaningful cause. Let’s celebrate the holidays together and spread some joy where it’s needed most!
REGISTER HERE

Journalism Mega Holiday Party
2025-12-10 19:00 | The Powder Room, 1606 North Cahuenga Boulevard, Los Angeles, CA, 90028, United States
End the year right with your favorite peeps in the industry!

Close out the year and celebrate in style with a coalition of local journalism and media organizations!
Join AAJA-LA, CCNMA, LARC, PRSA-LA, NAHJ LA, NLGJA LA and SPJ LA at The Powder Room in Hollywood on Wednesday, Dec. 10, 7 pm, and say goodbye to 2025 alongside fellow journalists, editors, photographers, artists, public relations and other media pros. This is the perfect opportunity to strengthen your network and build community — you don’t want to miss out!
This event is free to attend! Shared appetizers will be served.
Paid public parking is available nearby at Vine Street Public Parking Garage (Lot #702) located at 1627 Vine Street, Hollywood, CA 90028.
Text or call (323) 597 9129 if you have any questions or can’t find the group.

REGISTER HERE

APR Introductory Session
2026-02-23 18:00 - 19:00 | CA
Ready to Elevate Your Career? Join our FREE APR Introductory Session!
When: Monday, February 23, 2026, at 6 p.m. PT | Where: Online
Power up Your PRofessional Goals with the APR
Is earning your Accreditation in Public Relations (APR) on your professional to-do list for 2026? Curious about what the accreditation process entails? This session is designed just for you!
Achieving the APR sets you apart as a strategic, ethical, and results-driven communicator. The OCPRSA APR Study Sessions have a nationwide reputation for excellence, attracting participants from across the country.
Our 10-week virtual course equips you with the knowledge, structure and confidence to navigate the APR process, all from the convenience of Zoom.
Why Attend the Introductory Session?

Understand the value of the APR and why it’s considered a hallmark of excellence in public relations.
Hear directly from accredited professionals about how earning the APR has elevated their careers.
Learn what to expect from both the Panel Presentation and the computer-based Examination.
Get your questions answered and see whether the OCPRSA program is the right fit for your professional goals.

This FREE virtual session offers a no-pressure way to explore the APR and learn how our proven study course can set you up for success.
Click HERE to learn more about the APR and HERE to register for the free introductory session.
Advance registration is required!
Ready to take the next step? Register now for the OCPRSA APR Course and secure your spot!
Course Registration: https://bit.ly/4aADMOy

The State of PR
2026-03-05 18:00 - 21:00 | Edelman, 1500 N El Centro Ave,, Los Angeles, 90028, United States
The State of PR:
Where to Start – Grounding a Year of Rapid Change in Practical Communications Leadership
Date & Time: March 5, 2026, 6:00pm – 9:00pm PT
Venue: Edelman, 1500 N El Centro Ave, Los Angeles, CA 90028
In a time of AI acceleration, misinformation, economic pressure, and heightened public scrutiny, where do communicators begin? This engaging program brings together journalists, communications executives, academia, and students for an essential conversation on building trust, navigating disruption, and leading with clarity.
Whether you’re preparing clients for the unexpected or shaping strategy at the leadership table, this is the room you want to be in.
Keynote Speaker:
Maria S. Salinas, President & CEO of the Los Angeles Area Chamber of Commerce
Maria S. Salinas is the President & CEO of the Los Angeles Area Chamber of Commerce, the largest business association in Los Angeles County representing member companies and serving the interests of more than 235,000 businesses across the Los Angeles region. Ms. Salinas took the helm of the organization in August of 2018 and became the first woman and Latina to lead the Chamber in its 132-year history. An accomplished business woman, entrepreneur and a determined community leader, Ms. Salinas’ business acumen and financial expertise provides her with the right experience to lead the L.A. Area Chamber.
Ms. Salinas, a steward of the Chamber’s new vision, A Thriving Region for All, the Chamber looks to the future with a vision to build an inclusive economy through its advocacy, global engagement and community collaboration for economic growth and mobility.

Panelists:
Curtis D. Jackson III, Director, Public Relations, Wasserman
Curtis Jackson III is from Franklinton, LA, and attended Morehouse College in Atlanta, where he majored in English with a minor in journalism and sports.
While at Morehouse, Curtis spent his summers as a training camp intern for the Atlanta Falcons, which led to him being hired full-time by the team in 2015. During his five seasons with the Falcons, he worked closely with the players and coaches to coordinate and prepare them for weekly media sessions with local and national media. Curtis also had the opportunity to work and participate in two Super Bowls during his time with the Falcons.
In 2019, Curtis moved to Los Angeles to become the Basketball Communications Manager for the LA Clippers. During his time with the Clippers, he was responsible for managing relationships with the media and players while pitching stories to various outlets and social influencers that would help elevate and bring recognition to the team’s brand.
Curtis and his wife Amber live in Los Angeles with their two sons, Curtis IV (5) & Ayden (3).

Claudia Santa Cruz, President Santa Cruz Communications
Claudia Santa Cruz is the President of Santa Cruz Communications, Inc., a woman-owned, award-winning Public Relations agency she founded in 2001, which delivers communications solutions for companies seeking to engage with the U.S. Hispanic market. A seasoned PR professional with over 30 years of experience, Claudia leads and oversees the agency’s work for an expanding roster of loyal clients in a variety of industries, including Entertainment, Education, Environment, Non-Profit, and Health, among others. Her extensive knowledge of the U.S. General and Hispanic markets and her capability to develop and execute strategic campaigns that produce measurable results have earned her a reputation as a leading PR professional for the U.S. Hispanic and General market.
Furthermore, she has led the company to be recognized in the entertainment industry as one of the driving forces behind internationally televised events, achieving maximum awareness for Telemundo’s highly-rated prestigious awards shows, including the Billboard Latin Music Awards, and Latin American Music Awards, and contributing to their high ratings performance. SCC’s work on the Billboard Latin Music Awards earned the agency an HPRA National Bravo Award for Media Event Campaign of the year.
A proficient speaker, Claudia has participated as an industry expert at important panel discussions for Hispanicize, PRSA Miami, HPRA Los Angeles and PR Week Ecuador, among others. In 2015, Claudia was selected by Lincoln to be featured in their #LincolnLatina campaign, which aimed to honor successful women with a compelling story. The 60-second ad, which broadcast nationally in Spanish, focused on Santa Cruz’s inspirational life, from the heartfelt adoption of her daughter in China to her resilient spirit after surviving the death of her previous husband at the age of 40.
Prior to starting her own PR business in 2001, Claudia, who co-authored the book Hispanic Marketing & Public Relations, worked at Telemundo for over seven years where she developed and executed bilingual campaigns to promote the company’s activities, programs, on-air personalities, and special events. Claudia was promoted from her PR Manager position at the company’s flagship station in Los Angeles, KVEA-TV Telemundo 52. During her tenure at Telemundo 52, she planned and executed media and public affairs campaigns targeting the L.A. market, and produced a weekly public affairs television program titled “Contrapunto.” Previously, Claudia was the PR Coordinator at KMEX-TV, Univision’s flagship station in L.A..
A recipient of a Public Relations Society of America PRISM Award and a Latino Marketing Award, Claudia received her Bachelor of Arts degree in Journalism from California State University, Northridge. She was born in Peru and lived in Bolivia, the Philippines, and Norway prior to moving to the United States, and she currently resides in Los Angeles with her husband and daughter.
Keith L. Underwood, Entertainment Journalist, Producer, and Multimedia Entrepreneur

Keith L. Underwood is an award-winning entertainment journalist, producer, and multimedia entrepreneur based in Los Angeles. His production work spans film, television, and digital media, with projects released through theatrical exhibition, major streaming and VOD platforms, and digital distribution, including Amazon, Apple TV, Prime Video, and YouTube.
A former publicist with hands-on experience in unit publicity and production, Underwood brings a rare blend of creative storytelling, industry access, and practical execution to his projects. His work has earned recognition from the Los Angeles Press Club and both nominations and a win from the National Arts & Entertainment Journalism Awards, underscoring his ability to develop, position, and deliver content with cultural and commercial impact.
Moderated by: David Bloom, Journalist, Host, Consultant
David Bloom has three decades of experience as a journalist, strategist, educator and executive in entertainment, technology, higher education, business and politics. He is an award-winning journalist in print and online, worked as a communications executive and strategist, and consults on communications and strategy. He has taught on digital media at USC’s Business of Cinematic Arts program, is a frequent speaker at tech and entertainment conferences, and has guest lectured at numerous universities. Bloom is a senior contributor on the collision of tech and entertainment at Forbes, and is a columnist for Tubefilter.com and TVRev.com. He also is producer/host of Bloom in Tech, a podcast on the collision of entertainment and technology available on 10 platforms. Bloom previously was an editor, writer, podcast producer/host and social-media producer for Deadline.com, launched and built most of Deadline’s social-media presence, oversaw its YouTube video initiative, and was Sunday news editor. He previously held senior communications roles for the Los Angeles Community Redevelopment Agency and its successor authority; the USC Marshall School of Business, where he was associate dean; and MGM Inc., where he was VP of corporate communications. He has worked as an award-winning journalist for Variety, Red Herring and the Daily News of Los Angeles, among other publications. Bloom regularly guest lectures at USC, UCLA Extension, Syracuse University, Boston University, Chapman University, Pepperdine University, BIOLA and California State University – Fullerton, among other colleges. He has hosted dozens of podcasts and appeared on media outlets as a tech/media expert, including on “Inside the Issues” “This Week in Media,” KCRW-FM and “Tech News Today.”

Tickets:
PRSA-LA Member: $40.00
Non-member: $60.00
Emerging Professional/Student: $25.00
REGISTER HERE

At Breakfast With... Crisis Communications: What Media Expect in the First 24 Hours
2026-03-25 08:30 - 09:30 | CA
At Breakfast With… Crisis Communications: What Media Expect in the First 24 Hours and How PR Pros Can Deliver
Wednesday, March 25, 2026 | 8:30–9:30 AM | Virtual

REGISTER HERE

When a crisis breaks, the first 24 hours can shape coverage, public perception, and long-term reputation. In today’s social media environment, information, and misinformation, spreads instantly.

We’re excited to welcome back Beverly White, retired NBC anchor and reporter, as moderator of PRSA-LA’s At Breakfast With panel on Crisis Communications: What Media Expect in the First 24 Hours.

Join PRSA-LA for a candid At Breakfast With conversation with working journalists who regularly cover breaking news and high-profile situations. They will share what they expect from communications teams in the earliest and most critical hours of a crisis, and what erodes credibility. This interactive virtual conversation will provide PR professionals with practical guidance on how to respond quickly, communicate transparently, and serve as a reliable source in moments of heightened scrutiny.
Speakers:
· Mike Rogers, Assignment Editor and “The Desk” on-air talent, CBS LA
· Frank Mottek, Host of “Mottek On Money”, 790 KABC
· Samantha Masunaga, Entertainment Business Reporter, L.A. Times
· Christopher Cabezas, Multimedia Journalist, Spectrum Noticias

This member-selected topic will explore:
•What reporters expect in an initial response
•How to provide verified information under deadline pressure
•Addressing fast-moving social media speculation
•Building credibility before and during a crisis

Whether you work in corporate communications, entertainment, nonprofit, government, or agency PR, this session will equip you with actionable strategies to navigate the first 24 hours with clarity, credibility, and confidence.

REGISTER HERE
