Lecture Description
In an increasingly competitive local and global coffee landscape, fragmented markets, increased competition, and changing consumer expectations have made communications a core business skill rather than a marketing add-on. Many farmers, roasters and café operators possess compelling missions and exceptional products, yet struggle to articulate them in ways that resonate with target audiences. In such a crowded market, how can you differentiate your brand from the coffee next door?
This session will present a practical framework for developing a clear strategic communications plan rooted in established public-relations principles that will lead to business growth and success. Attendees will learn how to identify their core message, define priority audiences, and create a simple, actionable public relations plan that supports business goals — whether selling green coffee, building wholesale partnerships, or inspiring customer loyalty. The session will include real-world examples, templates, and repeatable tools designed to help coffee professionals confidently communicate their value in a crowded market without promotional bias.
This practical approach is designed for producers, roasters, café owners, and other small and medium-sized coffee businesses seeking to strengthen their market position through clear and consistent messaging.
Date: Saturday, April 11, 2026
Time: 9:00 am - 10:15 am
Location: Room 23BC
Category: Business
Access: This lecture is free to attend with a World of Coffee entry badge. Register to attend World of Coffee here.
Please note that lecture sessions are open on a first-come, first-served basis. Early arrival is highly recommended to secure your seat.
Speakers
Michelle Franklin
Director of Communications, UC San Diego
Michelle Franklin has over 15 years of communications experience in corporate communications, media relations and higher education. She is currently director of communications for the School of Physical Sciences at UC San Diego, where she leads the university's Public Relations Council. She earned her Accreditation in Public Relations in 2021 and is a member of the Public Relations Society of America.
Anthony King
Public Relations Professional
Anthony King is a communications and public-relations strategist with more than 16 years of leadership experience in higher education and journalism. He is Assistant Dean of Strategic Engagement at UC San Diego, guiding executive leaders on public-relations practices that support institutional priorities and organizational change. Anthony earned his Accreditation in Public Relations (APR) from the Public Relations Society of America and is a founding chair of UC San Diego's Public Relations Council. He is a member of the International Public Relations Association and has volunteered as a communications professional for several international nonprofits.