We're currently planning the PRSA 2014 International Conference. If you're interested in learning more about the quality insight presented, check out the 2013 Conference program information below.

For an abbreviated overview of the 2013 Conference, click here.

Note: You are browsing information about a previous PRSA International Conference. Visit the program page for this year’ event.

Universal PR Professional of Tomorrow: New Requirements and Competencies

Professional Development Workshop Set 2

What skills are needed to meet the requirements for integrated marketing communications in the new millennium? This session discusses the state of academic and professional education, and the skills most sought after by employers. Each panelist will make a brief presentation focusing on a specific area of expertise, followed by a discussion assessing the advantages and pitfalls of innovative ideas.

Final Presentation

(Available to registered attendees only. Register now!)


Deirdre Breakenridge, CEO, Pure Performance Communications

Photo of Deirdre Breakenridge Deirdre Breakenridge is chief executive officer of Pure Performance Communications. She has been working with public relations and marketing professionals for more than 20 years on many different types of communications programs, including thought leadership, image and reputation management, crisis communications, media relations, PR 2.0 and social media programs.

Geno Church, word-of-mouth inspiration officer, Brains on Fire

Photo of Geno Church Geno Church is word-of-mouth inspiration officer at Brains on Fire, responsible for developing word-of-mouth, buzz, viral and evangelism strategies for the agency’s clients. In his 14+ years with Brains on Fire, Geno has helped build word-of-mouth into the identities of brands including Fiskars Brands, the American Booksellers Association, Rawlings Sporting Goods, Rage Against the Haze, and many others.

Sergei Samoilenko, communications instructor, George Mason University

Photo of Sergei Samoilenko Samoilenko is a researcher, writer and educator interested in the strategic use of social media to help communication practitioners develop new skills and adapt to global marketplaces and emerging online communities.