(Banner graphic of PRSA 2016 International Conference logo)

PRSA 2016 International Conference

Accelerating the Speed of Innovation and Creativity

Oct. 23–25 | Indianapolis, Ind.

PRSA 2016 International Conference Schedule: Sunday, Oct. 23

Date:

Saturday, Oct. 22    Sunday, Oct. 23    Monday, Oct. 24    Tuesday, Oct. 25   

◄ View by Track

7 a.m.–7 p.m.
Networking Hall and Exhibit Showroom
Room: JW Grand Ballroom Foyer
Registration
Room: JW Grand Ballroom Foyer
8 a.m.–Noon
Sunday Half-Day Pre-Conference Courses
PR Boot Camp
Room: White River F
10–11 a.m.
12:30–2:30 p.m.
Opening General Session
Derreck Kayongo
Room: JW Grand Ballroom
Scott Kelly
Room: JW Grand Ballroom
4–4:45 p.m.
Networking Hall Smoothie Break
Room: JW Grand Ballroom Foyer
4–6 p.m.
4:45–5:45 p.m.
Expert Express
7–9 p.m.
Opening Night Reception
Room: JW Grand Ballroom

Networking Hall and Exhibit Showroom

JW Grand Ballroom Foyer

Registration

JW Grand Ballroom Foyer

Show Them the Data: Prove Your Point by Pointing to Proof

JW Grand Ballroom 2

If only our recommendations were automatically approved just because we are experts in our field. Learn how to use hard data to reason with leaders and increase organizational influence.

Angela Sinickas, ABC, IABC Fellow
CEO, Sinickas Communications, Inc.

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PR Boot Camp

White River F

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

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Developing a Strategic Mindset: Get Your Boss to Use Your Advice Now

JW Grand Ballroom 1

How to get your boss to seek and use your advice now. Learn to give advice so powerfully that they’ll postpone meetings until you arrive, quote you after you leave, and act on what you recommend.

James E. Lukaszewski, ABC, IABC Fellow; APR, Fellow PRSA, BEPS Emeritus
President, The Lukaszewski Group, a Division of Risdall Marketing Group

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Next-Generation Media Training: Storytelling in a Digital World

JW Grand Ballroom 3

New channels abound, as do new threats. Yet no matter the media, you need a great story and an even better presentation. Learn the seven critical traits of a savvy spokesperson and techniques used in all interview formats, including on camera

Brad W. Ritter, APR
President, Brad Ritter Communications, LLC

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Newcomers Orientation

White River E

Connect with first-time attendees and those who want to get the most out of their Conference experience, and get tips from veterans to take advantage of all Conference opportunities.

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“Anvil Thinking”: The Route to Winning the Awards Your Work Deserves

White River A

Learn how to do better work for your company or clients and prepare the best entries to compete for PRSA Silver and Bronze Anvil Awards.

Kelly Womer, ABC, APR, Fellow PRSA
Vice President and Partner, Linhart Public Relations

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CEPR: Shaping the Global Future of the Profession

White River C

A “must” for prospective reviewers and academic programs. A panel of past PRSA chief executive officer/chairmen discuss how CEPR, “the global standard in public relations education” on four continents, is shaping the future of the profession globally. Learn how to prepare the next generation of professionals by conducting CEPR site visit reviews, and so much more.

Mickey G. Nall, APR, Fellow PRSA
Visiting Lecturer, University of Florida College of Journalism

Susan Gonders
Professor, Southeast Missouri State University

Gary McCormick, APR, Fellow PRSA
Owner/Principal, GMc Communications, LLC

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College of Fellows: Preparing to Apply

White River B

What are the six criteria required for the application for Fellows membership? How can the GoodFellows program help you with the process? Get an introduction to the College of Fellows, online resources to support the application process, step-by-step information about completing the application and tips for writing a successful application. Information about the GoodFellows program will be featured and ample time will be provided for questions and answers.

Geri A. Evans, APR, Fellow PRSA
President, Evans PR Group

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Getting Your Feet Wet: Part-time Teaching as an Entry to a Second Career

White River D

With public relations one of the fastest growing majors at most universities and colleges, there are too many open teaching positions and too few Ph.Ds to fill them. Professionals in PRSA can fill those teaching gaps — and play an invaluable role in the development of the next generations of public relations leaders — by becoming a part-time teacher. Learn how to test the waters and make the transition to full-time teaching.

Bob Pritchard, APR, Fellow PRSA
Instructor and Faculty Adviser, Lindsey + Asp, University of Oklahoma

Judy VanSlyke Turk, Ph.D., APR, Fellow PRSA
Professor Emerita, Virginia Commonwealth University

Maria P. Russell, APR, Fellow PRSA
Professor, Public Relations; Director, Executive Education Programs, S. I. Newhouse School of Public Communications, Syracuse University

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It Takes A PRo – A Look Into the Value of Accreditation and Supporting Marketing Campaign

White River I

It takes a professional – someone with exceptional experience, broad expertise, and strong dedication and values – to thrive at what you do. The Accreditation in Public Relations (APR) certifies your drive, professionalism and principles. Join this session for a look into the value of Accreditation and details about our first-ever national marketing campaign to support applicants and APRs.

John E. Forde, Ph.D., APR, Fellow PRSA
Professor and Head, Department of Communication, Mississippi State University

Mitchell Marovitz, Ph.D., APR, Fellow PRSA
Professor and Chair, Public Relations, University of Maryland University College

Elizabeth Salter McMillan, APR
Director, Corporate Communications, Fiserv

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The World Is Watching: Ethics, Center Stage

White River J

Leading an organization in ethical behavior — no matter how difficult, unpopular or uncomfortable — takes a fearless commitment to doing the right thing. Join members from the PRSA Board of Ethics and Professional Standards (BEPS) in an open discussion targeting challenges faced by today’s public relations professionals and the tools available to help position ethics champions.

Nance Larsen, APR, Fellow PRSA
Director, Communications and Marketing, Carlile Transportation Systems, Inc.

Marlene Neill, Ph.D., APR
Assistant Professor, Department of Journalism, Public Relations and New Media, Baylor University

Peter Scott, APR
COO, North American Veterinary Community

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Derreck Kayongo

JW Grand Ballroom

Scott Kelly

JW Grand Ballroom

Applying a New Integrated Evaluation Framework to Business Objectives

White River B

Most people agree on the importance of PR and communications measurement, but putting it into action can be a challenge. Aligning your efforts to organizational goals requires multiple metrics, since different types of campaigns have different desired outcomes. A measurement program needs to determine what your desired outcomes are for your specific media relations campaigns.

Johna Burke
CMO, BurrellesLuce

Richard Bagnall
CEO, UK, PRIME Research

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The Art of Crisis Leadership: Save Time, Money, Customers and Your Career

White River H

Proper preparation for a crisis will save time, money, customers, careers and, in the worst case of scenarios, lives. This dynamic workshop delves into the anatomy of crisis truths, categories of crisis, developing a crisis plan, and identifying and communicating with stakeholders.

Robert Weinhold, Jr.
Chief Executive, Fallston Group LLC

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The Best of PRSA’s Public Relations Journal of 2015–2016

White River I-J

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.

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Beyond Engagement: Harnessing the Untapped Power of Belonging

JW Grand Ballroom 3

Fundamental human needs keep sports fans dedicated to losing teams. But it’s time to move past engagement — it’s time to look at the data behind belonging. This fascinating science is at the heart of PR’s next evolution.

Mike McDougall, APR, Fellow PRSA
President, McDougall Communications

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Driving Community Engagement: The Power of Listening

White River A

Social media can be an infinitely powerful tool when handled with care. While the size of your online community is important, it’s the steps you take to engage that can exponentially affect the impact you make in regard to brand positioning. We’ll examine what it takes to listen carefully and respond accordingly, and spotlight how to leverage events like an NBA playoff and/or the Republican National Convention as opportunities to engage and further your brand’s reach.

Corinne Allie
Senior Interactive Media Manager, Destination Cleveland

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Game-Changer: Navigating Big-time College Sports Communications

JW Grand Ballroom 1

New facilities, a cheating scandal, or a coach or student-athlete making headlines for the wrong reasons — university communicators often manage the strategy to move a university forward despite finding itself as a regional or national storyline. Explore how athletics can drive the image and brand of a campus, and what to do when a crisis erupts.

Bob Williams
Vice President, Communications, National Collegiate Athletic Association

Kent Cassella
Associate Vice President, Communications and Senior Public Relations Strategist, Michigan State University

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Inspiring Action: The Future of Influence Marketing

JW Grand Ballroom 2

Influence marketing is a hot topic these days, and many of the skills used for media relations apply, just on a much larger scale. Hear the challenges, best practices and success stories in the fast-growing world of influencer and advocate marketing.

Heidi Sullivan
Senior Vice President, Client Services, Cision

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

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Proudly Said: Writing and Speaking for LGBTQ Inclusion

201

Inclusive language matters, not only to LGBTQ (lesbian, gay, bisexual, transgender and queer) persons, but to the businesses, agencies and organizations that employ them. Writers, practitioners and educators, as well as C-level spokespersons, must learn appropriate use of inclusive language in traditional and social media or risk a faux pas at best, or potential maelstrom at worst.

Stephanie Wang
Reporter, Equality Beat, Indianapolis Star

Jaron M. Terry, APR, Fellow PRSA
President, Jaron Terry Communications Ltd.

Jacob B. Nash, MA
Founder and President, Margie’s Hope

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Putting Leadership Communication Into Practice: Teaching Leaders to Communicate and Communicators to Lead

White River G

All too often, business leaders leave the job of communicating with key stakeholders to the professionals whose job is, after all, to communicate. The job of the PR Counselor is to coach leaders into understanding their critical communication role and helping them gain expertise and confidence in their ability to do it. This session will examine the impact that leaders’ communication can have on an organization — especially in times of change and uncertainty.

Frederick H. Cook
CEO, Golin

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Unlocking Invisible Experts for Real-time Media Engagement

102

How can PR and media professionals reap the benefits of great expert content? Learn how to better leverage the valuable resource of your own “invisible experts” and their insights to help drive market visibility and media engagement.

Katie Neal
Executive Director, News and Communications, Wake Forest University

Paula Rizzo
Senior Health Producer, Fox News Channel

Deanne Taenzer
Director, Business Development, ExpertFile

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What Is Trust? An In-depth Look at Drivers of Trust

White River F

What drives trust across types of organizations and countries? This presentation digs deep into “trust issues,” and uncovers the perceived importance of trust drivers between a group of developed economies and a group of emerging economies over a five-year timeframe.

Bryan H. Reber, Ph.D.
Professor, University of Georgia

Michael Cacciatore, Ph.D.
Assistant Professor, University of Georgia

Tonia Ries
Senior Vice President and Executive Director, Edelman Square, Edelman

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Writing Without BS: Copy Strategies for Today’s Readers

White River E

With people reading primarily on interactive devices, copy needs to be brief, bold and direct to attract attention. Unlock the secrets of effective Web content, and refine your writing processes to maximize flow and creativity.

Josh Bernoff
President, WOBS LLC

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Networking Hall Smoothie Break

JW Grand Ballroom Foyer

Enjoy a yogurt smoothie as you check out the latest products available on the market.

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College of Fellows Mentoring

305-306

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.

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Expert Express: Business-to-Business

White River E

Take advantage of quick learning opportunities in our 15-minute express sessions from the experts, highlighting fast takeaways and techniques about business-to-business topics. Featuring Angela Sinickas, ABC, IABC Fellow, Mike McDougall, APR, Fellow PRSA, and Shonali Burke, ABC.

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Expert Express: Relationship-Building

White River F

Take advantage of quick learning opportunities in our 15-minute express sessions from the experts, highlighting fast takeaways and techniques about relationship-building topics. Featuring Robin Schell, APR, Fellow PRSA, Rochelle Ford, Ph.D., APR, and Sean D. Williams.

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Aligning the IMC Message: Why Mission Trumps All

White River H

Embark on a thought-provoking journey into the importance of mission as the key point of communication for any company or cause. Explore how sustainable, successful communications and relationships with all stakeholders (customers, employees, consumers) hinge on mission.

Bob Bryant
President & CEO , 500 Festival

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Are Your PowerPoint Decks Damaging Your Reputation? A Quick Guide to Creating TED-Style Slides

JW Grand Ballroom 3

Are your presentations suffering from “Death by PowerPoint” slides — dense with words and short on imagery? The rise of TED Talks is driving audience demand for presentations that are artful, minimalist and evocative. This how-to session will show you how to wow audiences with more visually compelling TED-style slides.

Rob Biesenbach
Corporate Communications Consultant, Rob Biesenbach LLC

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Black Box Thinking: Finding Crucial New Strategic Information From Crisis

JW Grand Ballroom 2

Black Box thinking is a new way of analyzing crisis and failure, and is something your boss will really pay attention to. Learn this useful technique in order to further establish your strategic credentials and have more impact on the C-suite.

James E. Lukaszewski, ABC, IABC Fellow; APR, Fellow PRSA, BEPS Emeritus
President, The Lukaszewski Group, a Division of Risdall Marketing Group

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Build Your PR Agency From the Ground Up: Tips From Three Entrepreneurs

201

Currently leading an agency? Considering striking out on your own? Three savvy, independent PR agency leaders share lessons learned on what it takes to start and grow your own business — be it a large company, or a small or virtual office.

Heather Whaling
President, Geben Communication

Lisa Gerber
President, Big Leap Creative

Chuck L. Norman, APR
Owner/Principal, S&A Communications

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Building Content That Has Value Beyond Likes, Comments and Clicks

JW Grand Ballroom 1

Creating content optimized to your conversion funnel sounds great but shouldn’t you be more focused on developing a content strategy that will help and delight your customers, and build your brand? Learn how to bring together the stories to create compelling branded content that goes beyond memes, GIFs and cat photos, and get everyone in the organization on board.

Steve Radick
Vice President, Director of Public Relations, Brunner

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For All Your Eyes Only: Communicating Secrets at CIA

White River B

CIA’s social media team will share lessons learned on: how to overcome organizational reluctance to engage new audiences, and how to avoid the pitfalls and reap the rewards of social media platforms.

Carolyn Reams
Social Media Lead & Outreach, Office of Public Affairs, Central Intelligence Agency

Preston Golson
Chief, Public Communications Branch, Central Intelligence Agency

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Lessons Learned as Chief Stratcom Advisor to the Afghan National Army

202

During the drawdown of the longest NATO mission in history, organizational structure and internal communications played a key role in shaping public perception about the Global War on Terror. Hear a real-world retrospective analysis from the top civilian strategic communications advisor to the Afghan National Security Forces during 2013 to 2014.

Kimberly D. Osborne
C-SPAN Chair Professional-in-Residence, Purdue University

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The New Chief Communications Officer

White River C

The role of the chief communications officer (CCO) is more integral today than ever before. Find out about emerging trends in this area from a recently published report that examines the transformation of the CCO role, as well as the communications function, and highlights emerging trends in how they are operating.

Roger Bolton
President, Arthur W. Page Society

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Why “Partnership Relations” Is the New PR

White River D

Many brands struggle to go it alone, trying to break through in a crowded, noisy marketplace. Yet by choosing the right partner to meet your objectives, you not only share resources, you also increase PR ROI — a strategy implemented by a major real estate firm and explored in this interactive session.

Anne Green
President and CEO, CooperKatz & Company Inc.

David Siroty
Vice President, North American Communications, Coldwell Banker Real Estate

Lindsey Turrentine
Vice President and Editor in Chief, CNET.com

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Opening Night Reception

JW Grand Ballroom