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February Luncheon – Creating and Cultivating “Wildly Fun” Stories

February 13, 2019 @ 11:30 am - 1:00 pm



Featuring: Amy Smotherman Burgess, Public Relations and Media Manager, Zoo Knoxville

Leveraging her years of experience as a multimedia journalist, Amy Smotherman Burgess, Zoo Knoxville’s Public Relations and Media Manager, has brought the zoo’s stories to life on social media, engaging the community and the world. Amy knows what it’s like to be on the “outside” of a story looking in, and how difficult it can be to make others feel what the storyteller hopes they will. Her experience on the “inside” has shown her how to best reach audiences to get the results desired, whether that be education, a call to action, or even simply a smile. Zoo Knoxville’s impressive growth on social media platforms is a testament to the power of a story well told.

In this fascinating program, you’ll get a unique look at zoo life as Amy covers a variety of important topics that all storytellers need to know, including the following:

  • You can’t be everywhere at once – how to build relationships with those on the front lines
  • What to do when it’s bad news – balancing facts and feelings
  • Using analytics to make sure your stories are impactful and worth your effort
  • Controlling your narrative and your brand while others promote your story for you
  • The tools of the trade – they aren’t as complex (or expensive) as you think!

Amy Smotherman Burgess is a 1998 graduate of Western Kentucky University’s photojournalism program. After nearly two decades in the journalism industry between the Troy Daily News in Ohio, South Bend Tribune in Indiana and the Knoxville News Sentinel in Tennessee, she ventured into the non-profit world for a position with Zoo Knoxville early in 2017. The job title has changed but the heart remains the same, finding new and interesting ways to tell stories. Originally from Nashville, she detests country music and is a bad-ass baker. And, just like every other photographer, she will shoot your cousin’s wedding, for a price.

Luncheon Schedule:
11:30 a.m. – Noon: Networking & Lunch Served
Noon – 1:00 p.m.: Program

Guests – $35 (Early Bird rate until Feb. 10th), $40
AMA Knoxville Members – $25 (Early Bird rate until Feb. 10th), $30
Students – $10
*Due to catering commitments, no luncheon refund requests will be granted after Monday, February 11th at noon



February 13, 2019
11:30 am - 1:00 pm
Event Category:


American Marketing Association Knoxville
View Organizer Website


Zoo Knoxville
3500 Knoxville Zoo Drive
Knoxville, TN 37914 United States
+ Google Map
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