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The secret to writing to persuade is to position your messages in your audience’s best interests. Learn a four-step process for making your messages more relevant, interesting and easy for your audience, as well as “the numbers” you need to measurably improve your copy’s readability.
President, Wylie Communications
Learn the right tactics to effectively communicate with key stakeholders during each stage of a crisis, take part in a group break-out session to practice lessons learned and go behind the scenes to hear how the actual crises were handled.
Joan H. Gladstone, APR, Fellow PRSA
President and CEO, Gladstone International, Inc.
In this overview of public relations and communications concepts, gain the knowledge and information you need to build your new career in the industry, whether you are a reporter, recent graduate or transitioning professional.
Robin Schell, APR, Fellow PRSA
Senior Counsel and Partner, Jackson Jackson & Wagner
Take a practical look at the role of standardized research, integrated planning and relevant analytics on effective communications.
Executive Vice President, Measurement and Analytics Practice, Weber Shandwick
Shannon Bowen, Ph.D.
Associate Professor, Public Relations, University of South Carolina
Strategist, Communications, General Motors
David Michaelson, Ph.D.
Managing Director, Teneo Strategy
Don Stacks, Ph.D.
Associate Professor, Public Relations and Corporate Communication, University of Miami
Donald K. Wright, Ph.D., APR, Fellow PRSA
Professor, Public Relations, Boston University
David Geddes, Ph.D.
Founder, Communications Research Consultancy, Geddes Analytics
Managing Director, Gorkana US
Head, Research and Analytics, Chandler Chicco Companies, part of inVentiv Health
Worldwide Vice Chair, Chief Client Officer and Chairman, Asia, Burson-Marsteller
Executive Vice President, GolinHarris
CEO, UK, PRIME Research
Executive Vice President, Lead for Measurement and Analytics, Edelman Berland
Omni Shoreham Hotel
2500 Calvert St NW
Washington, D.C. 20008
Start your day at the Champions for PRSSA Morning Coffee Break, where PR professionals and students connect. Following the coffee break, join us for the “Meet the Living Legends of Public Relations” keynote presentation, 9:15–10:30 a.m., featuring Thomas Hoog, Fellow PRSA, Hill+Knowlton Strategies, and Maril MacDonald, founder and CEO, Gagen McDonald.
At the Newcomers Orientation, first-time attendees and those who want to get the most out of their Conference experience can connect and get tips from veterans to take advantage of all Conference opportunities, including professional development, networking and social events.
Hear from past PRSA Honors and Awards Committee Chairs, and Silver Anvil Award winners on how "Anvil Thinking" can help you do better work and win the awards your work deserves.
President, Goldman Communications Group
Kelly Womer, ABC, APR
Vice President and Partner, Linhart Public Relations
Cover current expectations for academic programs applying for review, and evolving procedures for both seasoned and prospective site visit reviewers.
John L. Paluszek, APR, Fellow PRSA
Senior Counsel, Ketchum
Judy Phair, APR, Fellow PRSA
Founder, PhairAdvantage Communications, LLC
Professor, Southeast Missouri State University
Get an overview of the guidelines for applying to be elected into the PRSA College of Fellows. (For senior-level Accredited PRSA members.)
Margaret Ann Hennen, APR, Fellow PRSA
President and Founder, Hennen Communication, LLC
Mary Deming Barber, APR, Fellow PRSA
President, The Barber Group, Inc.
Hear a panel discussion about the process of writing and reviewing questions to produce a legally defensible Examination for Accreditation in Public Relations (APR).
Bey-Ling Sha, Ph.D., APR
Professor and Interim Director, School of Journalism & Media Studies, San Diego State University
Kathleen M. Giery, APR
Director, Public Relations, LifeQuest Organ Recovery Service
Elizabeth Salter McMillan
Director, Content Strategy, Fiserv
Gain insight into how you can successfully transition from practice to the classroom.
Bob Pritchard, APR, Fellow PRSA
Lecturer and Faculty Adviser, Lindsey + Asp, University of Oklahoma
Jeanette Drake, Ph.D., APR, Fellow PRSA
Associate Professor, University of Findlay
Sandra C. Duhé, Ph.D., APR
Associate Professor and Chair, Division of Communication Studies, Southern Methodist University
Learn the importance of ethical standards in today’s public relations planning and communications.
George L. Johnson, APR, Fellow PRSA
Adjunct Professor, University of South Carolina
Janelle M. Guthrie, APR
Communications Director, Washington State Employment Security Department
James E. Lukaszewski, ABC, APR, Fellow PRSA
President, The Lukaszewski Group, Division of Risdall PR
Senior Vice President and Chief Ethics Officer, Ruder Finn
Amy Robach was named News Anchor for "Good Morning America" in March 2014. Since joining ABC News, Robach has traveled nationally and internationally to cover major news events. She anchored ABC News coverage of the 2014 Winter Olympics in Sochi, Russia, and reported from London for the birth of Prince George. Breaking news stories in the United States Robach has covered include: Superstorm Sandy, reporting live from the Rockaways on the one-year anniversary; and the Sandy Hook Elementary School shooting in Newtown, Connecticut.
In this keynote presentation, Aspen Institute President and CEO Walter Isaacson will share insight from his upcoming book, “The Innovators: How a Group of Inventors, Hackers, Geniuses, and Geeks Created the Digital Revolution.”
Learn how to align your organization's internal and external relationships, and how to perform effective stakeholder analysis.
James E. Grunig
Professor Emeritus, University of Maryland
Toni Muzi Falconi
Senior Counsel, Methodos spa
Larissa A. Grunig
Professor Emerita, University of Maryland
Review real-world case studies that demonstrate integration strategies that work well beyond conventional PR methods.
Senior Vice President, Digital Content, Cision
Shonali Burke, ABC
President and CEO, Shonali Burke Consulting, Inc.
Learn effective tactics for reaching the LGBT consumer, and for developing an LGBT-friendly brand from senior-level professionals.
Senior Vice Director, Flip Radarworks
Apoorva N. Gandhi
Vice President, Multi-Cultural Markets & Alliances, Marriott International, Inc.
Communications Manager, Broadcast and Lifestyle, East Coast, General Motors
Managing across multiple generations toward common goals can be difficult; learn ways to create a team and a results culture that spans the ages.
Tom Gable, APR, Fellow PRSA
CEO, Gable PR
Discuss crucial career behaviors, goals and progress strategies that allow you to be valued as a strategist and called in earlier.
Katherine R. Fleck, Ph.D., APR
Visiting Assistant Professor, Ohio Northern University
Review the five pillars of a social business, and hear success stories from organizations of different sizes across different industries.
Founder and CEO, Find and Convert
Examine a real-world case study and learn the most important metrics for measuring your content.
Sally Falkow, APR
Director, UX and Press Relations, Netvibes
Hear how AAA secured more than 320 million media impressions and successfully influenced the media’s discussion on driver distraction.
Director, Public Relations, AAA
Based on the results of the PRSA 2014 Member Survey, learn how PRSA members define "innovative" and "inspiring," and what those words mean to the PRSA members of today and the future.
David Rockland, Ph.D.
Partner and Managing Director, Global Research, Ketchum
Discover what you need to know to guide your company or client through the new digital data paradigm.
Rebecca B. Andersen, M.S., IMC, APR
Director, Public Relations, Coriant GmbH
Principal Consultant, Dialog Research & Communications
Learn key tactics for a successful online newsroom — a key weapon in the war for attention.
Patrick M. Early, APR
Media and Marketing Communications Consultant
Ibrey M. Woodall
Vice President, Web Communications Services, Business Wire
Executive Vice President, Sales and Business Development, NUVI
Learn how to quickly take advantage of the trend toward visually rich platforms across channels.
Mike McDougall, APR
President, McDougall Communications
Aimee J. Lewis
Director, Communications and Public Relations, The Harley School
Hear one university’s plan to connect with its public via podcast, as well as the strategy behind it and some unexpected benefits.
Assistant Vice President, Public Affairs, University of Utah Health Sciences
Senior Producer, Scope Health Sciences Radio, University of Utah Health Sciences
Exhibit Hall A
Enjoy a Rice Krispies Treat® and a yogurt smoothie as you check out the latest products available on the market.
College of Fellows Mentoring, where you can benefit greatly from the valuable career advice offered by PRSA’s most distinguished College of Fellows professionals, whether you are new to the field or a seasoned professional. You also can receive counseling to guide you through the College of Fellows application process.
Exhibit Hall B South
Take advantage of quick learning opportunities in our 20-minute Expert Express sessions, where you’ll gain valuable insights and tools from leading communicators.
Founder and Executive Director, The Mechanism
Patrice A. Tanaka
Chief Counselor & Creative Strategist, PadillaCRT
Gain an understanding of the foundation of integrated marketing communications.
Owner, Wax Marketing and Adjunct Professor, Reed College of Media, West Virginia University
Learn how practitioners can be strategic communication advisers to organizations as social media is integrated within every department.
Digital and Social Media Director, Ketchum Europe
Hear lessons learned by industry icons as they moved up the corporate ladder and established careers in a brand new industry.
Gary McCormick, APR, Fellow PRSA
Director, Partnership Development, HGTV, Scripps Networks
Founder, President and CEO, Heyman Associates
Kathryn H. Beiser
Executive Vice President, Corporate Communications, Hilton Worldwide
Partner, Brunswick Group
Learn the step-by-step approach that can help you inspire and motivate employees to collaborate in a variety of ways.
Lauren K. Gray
Project Manager, The Visual Brand
Senior Digital PR Strategist, DigitalRelevance
Listen to a dialogue with industry leaders who will highlight how nonprofits and corporate brands can leverage the power of public relations to engage customers more deeply and drive the bottom line.
Senior Vice President, Corporate Communications, American Cancer Society, Inc.
CEO, Women Online/The Mission List
Senior Vice President, Integrated Marketing, American Cancer Society, Inc.
Principal, Latinovations/Dewey Square Group
Director of Digital and Social Media, Brodeur Partners
Hear how NPR’s first chief marketing officer is redefining and repositioning the iconic NPR brand to be responsive to changing audience behaviors and expectations.
Chief Marketing Officer, NPR
Tell your brand’s story through the lens of a journalist by developing stories rather than press releases.
Executive Vice President, PadillaCRT
Account Supervisor, PadillaCRT
This session features the Top Five Articles published in PRSA’s Public Relations Journal during the past year, and chosen by a subcommittee of the Journal’s Editorial Review Board.
Robert I. Wakefield, Ph.D., APR
Editor, PRSA's Public Relations Journal
Marcia DiStaso, Ph.D.
Assistant Professor, Pennsylvania State University
Tiffany Gallicano, Ph.D.
Assistant Professor of Public Relations, University of Oregon
Hua Jiang, Ph.D.
Assistant Professor, S. I. Newhouse School of Public Communications, Syracuse University
Hongmei Shen, Ph.D., APR
Associate Professor, San Diego State University
Dustin W. Supa, Ph.D.
Assistant Professor, Public Relations, College of Communications, Boston University
Lynn M. Zoch, Ph.D.
Professor and Director, School of Communication, Radford University
Hear how the Ketchum used humor to make a major cleaning product of The Clorox Company relevant to today’s new generation.
Manager, Public Relations and Social Media, The Clorox Company
Partner and Director, DC Brand Marketing Practice, Consumer Health and Wellness, Ketchum
Find out how to stay ahead of the curve and amplify your PR efforts with Ustream live mobile streaming.
Vice President, Marketing, Ustream
Receive interview delivery and control techniques, dos and don'ts, and tips about how to enhance speaker presence.
President, Wetherhead Communications
Go on an exploration of Pinterest, and gain immediately applicable tips and tools to increase Pinterest engagement.
Kate Snyder, APR
Principal Strategist, Piper & Gold Public Relations