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PRSA 2014 International Conference Tracks: Specialization

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Tuesday, Oct. 14
8–9:15 a.m.
Professional Development Workshop Set 6

How to Make the Leap From Social Media to Social Business


Review the five pillars of a social business, and hear success stories from organizations of different sizes across different industries.

Bernie Borges
Founder and CEO, Find and Convert

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Better Together: Building Brand Affinity Through Partnerships

Delaware B

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.

Raul Duany
Senior Vice President, Corporate Communications, American Cancer Society, Inc.

Morra Aarons-Mele
CEO, Women Online/The Mission List

Daniela Campari
Senior Vice President, Integrated Marketing, American Cancer Society, Inc.

Maria Cardona
Principal, Latinovations/Dewey Square Group

Josh Rontal
Director of Digital and Social Media, Brodeur Partners

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Building a Brand in a Federated Organization

Maryland A/B

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.

Emma Carrasco
Chief Marketing Officer, NPR

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Ditch Your Pitch: Using Brand Journalism to Become Your Own News Engine

Maryland C

Tell your brand’s story through the lens of a journalist by developing stories rather than press releases.

Brian Ellis
Executive Vice President, PadillaCRT

Kim Blake
Account Supervisor, PadillaCRT

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Communicating in a World of Mergers, Takeovers, Partnerships and Alliances

Virginia C

Discuss the challenges, accomplishments and takeaways of marketing, branding and communicating a partnership between seven well-established institutions.

Karen J. Kessler
President, Evergreen Partners

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Getting Heard in Washington: Communications Strategies That Work

Delaware A

Learn about the process of representing a point of view in Washington, D.C., as well as PR best practices to support the advocacy efforts of your client or company.

David Rehr, Ph.D.
Professor, Graduate School of Policy Management, The George Washington University

Jeffrey Davis
Senior Vice President, Media Relations, AARP

Byron Tau
Reporter, Politico

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Reigniting AT&T’s Engagement With the LGBT Community

Maryland C

Learn about the PR plan that helped reignite LGBT engagement efforts for a major telecommunications brand.

Ryan Peal
Senior Vice President, Partner, General Manager, FleishmanHillard

L. Michelle Smith
Lead, Diversity Corporate Communications, AT&T Global Marketing

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Social Media and Compliance in Financial Services


Get an in-depth look at social media compliance and regulations that are unique to the financial services industry.

Denyette DePierro
Senior Counsel, American Bankers Association

Marcia DiStaso, Ph.D.
Assistant Professor, Pennsylvania State University

Dawn Kelly
Vice President, Global Communications, Prudential Financial, Inc.

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Worth the Time: Getting Involved With Public Relations Education

Delaware B

Gain tips on how full-time practitioners can make a significant contribution to the next generation of professionals.

Alisa Agozzino, Ph.D., APR
Assistant Professor, Ohio Northern University

Sandra C. Duhé, Ph.D., APR
Associate Professor and Chair, Division of Communication Studies, Southern Methodist University

Gemma R. Puglisi
Assistant Professor, American University

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Communication Next: How Communication Can Help Shape the Future of Higher Ed


Gain insight into innovation’s impact on communication strategies within the industry.

Brendan Streich
Senior Vice President, Edelman Atlanta

Susan C. Aldridge, Ph.D.
Senior Vice President, Online Learning, Drexel University

Cynthia Gallatin
COO and Associate Vice President, Online Programs, Quinnipiac University

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Innovation at Work: Killer PR Case Studies From Agency Leaders

Delaware B

Examine award-winning case studies showcasing innovative PR campaigns.

Mike Neumeier, APR
Principal, Arketi Group

Janet Tyler
CEO, Airfoil Public Relations

Indra Bowers
Founder and Chief Influence Officer, i.d.e.a.

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Understanding Culture in Hispanic Financial Communications


Learn about the cultural factors that must be considered when designing financial communication for Hispanics.

Maria Elena Villar, Ph.D.
Assistant Professor, Florida International University

Rosanna M. Fiske, APR
Vice President, Corporate Communications, Wells Fargo & Company

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Fearless Future Leads: Matching Senior PR Independents and Strategic Clients


Hear a discussion about independent PR practitioners and their growth in working relationships with businesses and other groups.

Michael Sheward, APR
President, Management Communications Strategies

Nathan Hokama, APR
Principal, Strategic Communication Solutions

Sandra M. Remey, M.A., APR
President, Remey Communications, LLC

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Innovation Comms: Use Science, Tech and Engineering Messages for Success

Virginia C

Learn how the principles that drive value for technology brands can be applied to consumer products.

Sam Sims
Director, Public Relations and Marketing, US Fleet Tracking

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Visual Communications: The Future of PR

Virginia C

Explore case studies that demonstrate how a picture can truly be worth 1,000 words, and reveal the subtle legal ramifications of visual communications.

Joseph J. Lewczak
Partner, Davis & Gilbert

Aric Simons
Partner, Robinson & Simons E.P.

Doug Simon
President and CEO, D S Simon Productions

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Work-Life Fit: Balancing Expectations and Reality

Maryland A/B

Hear how career expectations of work-life balance differ from reality, as well as the impact of work-life issues on the future of PR.

Hongmei Shen, Ph.D., APR
Associate Professor, San Diego State University

Hua Jiang, Ph.D.
Assistant Professor, S. I. Newhouse School of Public Communications, Syracuse University

Bey-Ling Sha, Ph.D., APR
Professor and Interim Director, School of Journalism & Media Studies, San Diego State University

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A Communications Vortex

Maryland A/B

Learn how associations and membership organizations move forward by staying strategic, utilizing measurement techniques and making the most of resources.

Robb Lee
Chief Marketing and Communications Officer, ASAE: The Center for Association Leadership

Sabrina Kidwai, APR, CAE
Senior Manager, Public Relations, ASAE: The Center for Association Leadership

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Global PR Around the World: PRSA Global Affairs Committee Best Practices


Learn best practices in global public relations, gathered by the members of PRSA Global Affairs Committee.

Katerina Tsetsura, Ph.D.
Associate Professor, Strategic Communication, Gaylord College of Journalism and Mass Communication, University of Oklahoma

Quentin Alistair Langley
Senior Lecturer, University of Bedfordshire

Dean Kruckeberg, Ph.D., APR, Fellow PRSA
Professor, University of North Carolina-Charlotte

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Protocol in PR: Dignitaries, DVs and Social Media ... What's Appropriate?

Washington 1

Examine real-world examples that illustrate PR protocol, as well as engage in a healthy discussion about useful protocol points.

Lauri-Ellen Smith, APR
Special Assistant to the Sheriff, Jacksonville Sheriff’s Office

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Yesterday’s Picket Is Today’s e-Protest: When Activism Hijacks Your Brand

Roosevelt 3

Get a profile what companies should consider before, during and after a social attack.

Meg Alexander
Lead, Issues and Reputation, Allidura Consumer

Benjamin Atkins
Chief Digital Officer, CCC West, Chandler Chicco Digital

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FDA Communications: The Strategy Behind Public Health and Regulatory Activities


Learn how the FDA formulates its communications strategy, and how the agency employs a range of tools and approaches to reach its various stakeholders.

Steven Immergut
Acting Associate Commissioner, External Affairs, U.S. Food and Drug Administration

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I Want to Be Better at Advocacy: How to Effectively Influence Others

Washington 2

Learn the top 10 things you can do to effectively advocate for your causes and interests.

Julie Minerva
Managing Director, Federal Government Affairs and Public Policy Practice Group, Manatt, Phelps & Phillips LLP

Rick L. Callender
Director, Government Affairs, Santa Clara Valley Water District

Rachael Gibson
Director, Local Government Affairs, Santa Clara Valley Water District

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