Newsjacking vs. Newsjunk: The Power of Strategic Storytelling

Session description:

In today’s fast-paced media landscape, jumping on trending topics can feel like a necessity for brands. But how can you make sure your participation goes beyond superficial, attention-seeking content? This session will explore the fine line between strategic, value-driven engagement and opportunistic tactics. We’ll discuss how to align your messaging with your organization’s core values, avoid missteps, and create content that adds value to the conversation. Using practical strategies, we’ll explore how to leverage cultural moments while remaining authentic and true to your brand.

Bio:

A communications strategist and social impact leader, Wendy J. Roundtree, APR, founded Jarel Communications to help purpose-driven organizations communicate with clarity, engage with their audiences, and drive meaningful change. From public agencies and nonprofits to socially responsible businesses, the firm amplifies the stories of organizations transforming their communities and shaping the future. Jarel Communications has worked across a range of impact areas, including education, health equity, philanthropy, homelessness, and more.

Prior to Jarel Communications, Wendy served at Orange County Public Schools (OCPS), the eighth-largest school district in the nation. At OCPS, she specialized in executive speechwriting, employee communications, integrated marketing, and media relations. Her background also includes in-house and agency roles, with industry experience spanning government, higher education, nonprofit, real estate, and healthcare.

In recognition of her achievements and advocacy in public relations, Wendy was named the 2023 Trailblazer Professional of the Year by the Sunshine District of the Public Relations Society of America. Her accolades include being named to Orlando Magazine’s 2021 Women of the Year list, receiving a Women’s Achievement Award from the Women’s Executive Council, and being recognized as a 40 Under 40 recipient by Bethune-Cookman University and the Orlando Business Journal. She was recently recognized as a 2025 Woman Who Means Business by the Orlando Business Journal.

Deeply engaged in her community, Wendy serves as Chair of the Board for the Joe R. Lee Boys and Girls Club in Eatonville, Fla. She is also a member of Delta Sigma Theta Sorority, Inc., and previously served as president of the Orlando Regional Chapter of the Public Relations Society of America.

Wendy earned an MBA from the Crummer Graduate School of Business at Rollins College, a bachelor’s degree in Mass Communications from Bethune-Cookman University, and, most recently, an advanced entrepreneurship program certificate from Tuck Executive Education at Dartmouth.