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The PR Makeover: Integration Strategies That Work

Professional Development Workshop Set 1

Sunday, Oct. 12, 3–4:15 p.m.

Room: Roosevelt 2

Track: Integration

Social marketing, native advertising, content marketing and branded journalism are fast fuelling a radical change in communications. To remain relevant and succeed in this ever-changing environment, PR needs a makeover. In this session, you will review real-life case studies that demonstrate integration strategies that work well beyond conventional PR methods.

You’ll also:


Heidi Sullivan, senior vice president, digital content, Cision

Photo of Heidi Sullivan Sullivan leads the Cision’s digital and broadcast content teams, the global research team for Cision’s media database, and the company’s content marketing strategy. She was named one of PRWeek’s “40 under 40” in 2012. Prior to Cision, she was vice president of Global Media Research.

Shonali Burke, ABC, president and CEO, Shonali Burke Consulting, Inc.

Photo of Shonali Burke, ABC Burke was named to PRWeek’s inaugural top “40 Under 40” list of U.S.-based PR professionals. She also is adjunct faculty at Johns Hopkins University, publisher of a popular PR and digital media blog, and founder and curator of the #measurePR Twitter chat.