Back to the Fundamentals: Modern PR Through the RPIE Lens

Public relations is evolving faster than ever—but the foundation of great work hasn’t changed. This year’s PRSA OKC Professional Development Day brings the focus back to what matters most: a smart, strategic approach grounded in the RPIE model—Research, Planning, Implementation and Evaluation.

Designed for professionals at every stage of their career, this half-day program offers a modern take on the fundamentals. Whether you’re new to PR and looking to build a strong foundation or a seasoned practitioner ready to sharpen your approach, each session connects directly to a core phase of the RPIE process—equipping you with practical tools you can apply immediately.

From using data to inform strategy, to navigating today’s complex communications landscape, to rethinking how we measure success, this program reinforces that effective public relations isn’t about chasing trends—it’s about mastering the process behind the work.

Join PRSA OKC for an afternoon of learning, connection, and actionable insights that will strengthen how you think, plan, execute, and evaluate your communications in today’s environment.

SCHEDULE

12-12:45 — Networking Lunch

12:45-1 PM — Opening Remarks 

1-2 PM — Presentation #1

Using Data to Inform Your PR Strategy 

Speaker: Ashley Howard | President & CEO | DevMar Strategies

Learn how to use data to shape smarter PR strategies, strengthen media outreach, and clearly demonstrate impact across your organization.

2-2:15 PM — Networking Break 

2:15-3:15 PM — Presentation #2

Public Relations Planning & Implementation Today: Strategy, Execution, and Emerging Challenges

Speaker: Jensen Moore, Ph.D. | Associate Professor of Public Relations | Gaylord College of Mass Communication at the University of Oklahoma 

This presentation outlines a practical approach to public relations planning and implementation, from setting objectives to identifying overarching themes and executing campaigns. It highlights current challenges facing PR professionals, including fragmented media environments, misinformation, AI integration, audience trust, and increasing expectations for transparency, speed, and measurable results in communication strategies.

3:15-3:20 PM — Networking Break 

3:20-4:20 PM — Presentation #3

Rethinking How We Measure What Matters in PR

Speaker: Sam Sims, APR, Fellow PRSA | Founder | Sim Groups LLC

Almost all PR practitioners agree with the importance of measurement. What's wrong? Most of the so-called measurement practices conducted today revolve around nothing more than reporting, where the metrics used are those of impressions, reach and engagement, none of which ever really drive decision-making processes.

In this candid and practical session, Sam Sims, APR, Fellow PRSA exposes some of the common practices within the industry and presents an alternative measurement method that can prove to be far more useful than anything else.

Participants will learn how to shift from relying on vanity metrics, rethink stakeholder needs and utilize a consistent measurement model for their public relations activities.

4:20-4:30 PM — Closing Remarks 

SPEAKERS

Ashley Howard is a strategic marketing and business development leader with over 15 years of experience in sales, leadership, and marketing strategy. As President & CEO of DevMar Strategies, she helps businesses bridge the gap between marketing and sales, driving measurable growth through data-driven strategies and brand positioning.

Previously, Ashley served as VP of Marketing and Financial Development at NewView Oklahoma, overseeing fundraising, communications, and advocacy. She also held leadership roles at The Oklahoman Media Company and an Oklahoma City-based marketing and PR firm. With a background in supply chain analysis and global business operations, Ashley brings a holistic, results-driven approach to marketing, leadership, and corporate growth.

Jensen Moore, Ph.D. is an associate professor of public relations at the Gaylord College of Mass Communication at the University of Oklahoma where she teaches crisis communication, public relations theory, and contemporary issues in public relations. Her social media mourning, crisis communication, public relations and trauma, corporate social advocacy, and corporate social responsibility. Moore holds a doctorate from the University of Missouri School of Journalism, a Master’s degree from the University of Minnesota School of Journalism and Mass Communication, and three bachelor’s degrees from Black Hills State University, SD (mass communication, business administration, marketing).

She was recently elected for a 3-year term to the Association for Educators in Journalism and Mass Communication (AEJMC) Professional Freedom and Responsibility committee, was the 2023 Chair of the Public Relations Society of America (PRSSA) Educators Academy, serves on the International Public Relations Research Conference Advisory Committee, and is a member of Champions for PRSSA. Moore is the editor of the new textbook Public Relations Principles, Origins and Practice which serves as a research-aid for the APR exam.

Sam Sims, APR, Fellow PRSA has more than 27 years of public relations and marketing experience in architectural, engineering, energy, medical, science, automotive, technology, and arts industries, where he has realized successes in strategic planning, communication, development, media relations, and crisis situations.

Sam launched Sims Group LLC in 2018 and turned his decades of expertise for corporations, agencies, government entities, and nonprofits into remarkable successes. Sims Group purposefully builds a community where multiplying smart communicators and marketers provide spectacular results by leading through the strategic communication foundations and nuances for the betterment of its clients. He shares his knowledge of the profession with the next generation as an adjunct instructor for the University of Oklahoma’s nationally renowned Gaylord College of Journalism and Mass Communication and recently became a published textbook author with the release of Public Relations Principles, Origins, and Practice. Sam is one of many authors who wrote for the book.

He is heavily involved in the public relations industry and is a 2026 Public Relations Society of America national board member. He previously served as the 2024 PRSA Secretary and 2023 PRSA Treasurer and has served on the Governance, Strategic Planning, and Technology committees, along with numerous other leadership roles. Sam is a Past Chair of the Southwest District and Past President of the Oklahoma City chapter of PRSA.

Sam's commitment to his career was accentuated in 2021 with his induction into PRSA’s College of Fellows, which is considered the pinnacle of one’s career. He also achieved national accreditation in public relations from the Universal Accreditation Board in 2005.

He was named to 405 Business’s inaugural “Most Influential Executives” list in 2023. Sam is the 2015 recipient of the prestigious Paul E. Dannelley Harmony Award for his commitment to positively impacting and furthering the public relations industry.

THANK YOU TO OUR SPONSORS!

Tickets

$30.00 Lunch Only for Members

$35.00 Lunch Only for Non-Members

$85.00 Full Event for Members

$95.00 Full Event for Non-Members

$30.00 Student Ticket - Lunch or All Day

$30.00 Student Ticket - Lunch or All Day