See an Abbreviated Overview of the Conference

View Sessions by Specialization Track

Building Today's Reputation Task Force

Professional Development Workshop Set 7

Tuesday, Oct. 14, 12:30–1:45 p.m.

Room: Wilson A/B/C

Track: Integration

Creating a social workforce with an army of champions requires brand education, social media training and good judgment. Today, public relations and marketing professionals are working on internal company programs to promote “Living the Brand” in order to help protect and support the brand. Learn how to develop internal company programs to reward good “on brand” behaviors, from the physical work environment to social media communities.

You’ll also:

Session Materials

Final Presentation

(Available to registered attendees only. Register now!)


Deirdre Breakenridge, CEO, Pure Performance Communications

Photo of Deirdre Breakenridge A 25-year veteran in PR and marketing, Breakenridge is the author of five Financial Times Press books, is an adjunct professor at New York University and a blogger for PR Expanded.

John B. Mustin, CEO, Wasabi Rabbit

Photo of John B. Mustin Focused on guiding the company’s strategy, Mustin leads business development while managing strategic partnerships and key customer relationships. He is a captain in the U.S. Navy Reserve, and a veteran of Operation Enduring Freedom.