Maui PRSA: Understanding Cultural Identity as a Weapon of Influence in PR


In this session, you'll learn how to:

  • Create useful and targeted messages to various audiences by understanding how individuals affiliate themselves to cultural and ethnic associations.
  • Use culture to affect the retention and reception of your brand's messages with leadership, employees, issues management and consumer marketing.
  • Better segment and create messages for your audiences through different vehicles in media including technology (social media).
  • Lead your executives and clients in transforming your organization's communication strategies.

Guest Speaker: Dr. Bey Ling Sha, Ph.D., APR

Dr. Sha is a prominent national speaker for the Public Relations Society of America. She is a professor and interim director in the School of Journalism & Media Studies at San Diego State University. Prior to becoming an educator, Dr. Sha served as the public affairs officer for the U.S. Census Bureau and has worked with companies such as Microsoft Corp., Perrier-Vittel and Premier Aircraft Sales. 

Dr. Sha's work has been published in numerous top-tier journals, and she has won research honors from every major communication and public relations association. She is the chair of Universal Accreditation Board, which oversees the largest certification program in public relations. In 2010 and 2011, she chaired PRSA's National Committee on Work, Life and Gender. She is co-author with Dr. Glenn Broom of Cutlip and Center's "Effective Public Relations, 11th edition."

Breakfast menu by Chef Marc McDowell: 

  • Eggs benedict with cornbread and lilikoi hollandaise 
  • Souffle French toast
  • Roasted pesto potatoes
  • Scrambled eggs
  • Kumu Farms organic strawberry papaya and mango
  • Fresh juices

***Chef McDowell and Francesco Greco, general manager, will also provide us a sneak-peek of the renovations and exciting new things happening at The Mill House. 

Save your seat, now!

$20 for PRSA Members

$30 for Non-PRSA Members

8:30 a.m. at the Mill House, Maui Tropical Plantation

EventBrite RSVP here:


Questions? Call Christina Yumul at 808.633.4089 or

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