PRSA 2012 International Conference Schedule: Monday, Oct. 15

Building an Infrastructure That Moves Your Business Forward

Nob Hill C - D

Whether you have two employees or 200, having a well-oiled machine is critical to business success. Agencies, large and small, will learn which programs, policies and tools can smooth out operations, enhance profitability and boost employee morale.

Jean Elizabeth Gonsoulin
President, The Gonsoulin Group

Establishing Credibility Through a CR Program

Salons 14 - 15

With the acquisition and launch of major “green” brands came a deluge of questions from NGOs, bloggers and the media. Walk through the process taken to establish transparency and credibility, and the benefits of corporate responsibility (CR).

Kathyrn Caulfield
Vice President, Global Corporate Communications, Corporate Social Responsibility and Crisis Management , The Clorox Company

Measurement Skills: What You Need to Know at Every Point in Your Career

Foothill G

Just how much should you know about measurement at different points in your career? Discover easy ways to build research into public relations projects at any job level, and creative ideas on how to master those skills without always relying on books and seminars.

Angela Sinickas
President, Sinickas Communications, Inc.

The Best of PRSA’s Public Relations Journal: 2011–2012

Golden Gate C2

Each year, a subcommittee of the Editorial Review Board of PRSA’s Public Relations Journal selects the “Top Five Articles” published in the Journal during the past year. Join a dynamic presentation of the articles featured in spring 2011 through winter 2012.

Donald K. Wright, Ph.D., APR, Fellow PRSA
Editor, Public Relations Journal; Harold Burson Professor and Chair of Public Relations, Boston University

Ability Beyond Disability: Understanding Accessibility

Salons 10 - 11

To be competitive in today’s global marketplace, companies cannot overlook people with disabilities as a significant part of HR and marketing. Gain insight into the four categories of disabilities, and the needs of employees and consumers with disabilities.

Holly Nielsen
Social Media Manager, IBM

Getting a Seat at the Table: A Forum on PRSA’s Business School Initiative

Golden Gate C1

What does it take to get the public relations function a permanent and respected seat at the corporate decision-making table? Join an open forum on PRSA’s business school initiative that seeks to have public relations taught to the corporate leaders of tomorrow.

Dean C. Kazoleas, APR
Professor and Director, Maxwell Center for International Communications and Media, California State University Fullerton

Tina McCorkindale, Ph.D.
Assistant Professor of Public Relations, Appalachian State University

Terri L. Johnson, APR
Associate Professor, Eastern Illinois University

Converging Worlds: Navigating the New Integrated Communications Environment

Salons 1 - 2

Overwhelmed by an exploding range of new communications avenues and tools? Embrace the chaos to create a “custom blend” strategy that crosses disciplines, unites divergent teams, generates results and leaves competitors in wonder.

Mike McDougall, APR
Managing Partner, McDougall Travers Collins

Nicole Ravlin
President, PMG PR

Speaking to Diverse Groups: Successful Strategies in Multicultural PR

Foothill F

The minority population is poised to be a majority by 2042, making multicultural public relations an imperative for all brands. Find out how one Fortune50 company effectively communicates to media and consumers from over 14 different ethnic backgrounds.

Pawan J. Mehra
Co-Founder and Principal, Améredia, Inc.

Going Beyond the Press Kit to Engage Bloggers

Salons 5 - 6

In today’s market, it takes more than just a press release and product sample to get the attention of national bloggers. Learn how to work with bloggers on a deeper level, straight from the mouth of a nationally recognized blogger.

Ashley Walters, APR
Director of Word-Of-Mouth Marketing, Powerhouse Factories

Lisa Bialecki
Director of Integrated Communications, Rust-Oleum

Kate Riley
Editor, Censational Girl

How “Story Marketing” Can Power Your PR Program

Nob Hill A - B

Story marketing campaigns featuring sponsored stories, posts and tweets on Facebook, Twitter and YouTube reach your audience with the information they’re searching for. Explore “story marketing” and learn how to engage key audiences more directly than ever before.

Heidi Sullivan
Vice President, Global Media Research, Cision

Daniel Lemin
Public Relations and Digital Media Consultant, Social Studio

Make Your Copy More Creative: Paint Pictures in Your Readers’ Minds

Salons 3 - 4

It’s not just fluff. Creative copy communicates more clearly, builds reader loyalty, creates a buzz for your topic and enhances credibility. Learn how to bring your messages to life with storytelling, wordplay and metaphor.

Ann Wylie
President, Wylie Communications

Perfect Pitching: Intrigue Overworked Journalists and Please Wary Bloggers

Club Room

How do you grab journalists’ and bloggers’ attention every time, and follow up without annoying them? Walk away with practical tips that will immediately boost your media and blog coverage despite the transformation of the media landscape.

Michael Smart
Principal, MichaelSMARTPR

The Eight Most Common Mistakes Communicators Can’t Help But Make

Nob Hill A - B

Are you unknowingly committing critical errors that negatively impact your role as a counselor? Learn the traps and biggest mistakes that keep your advice from being sought, plus strategies and tools to help avoid the pitfalls.

David Grossman, ABC, APR, Fellow PRSA
Founder and CEO, The Grossman Group

Whistleblowing in the Fortune1000: What PR Practitioners Think and Do

Salons 14 - 15

What is your role in whistleblowing? What is the ethics of reporting wrongdoing? Join a lively discussion of the results of a recent study on whistleblowing in Fortune1000 corporations. Take away tools to address whistleblowing in your own organization.

Cary A. Greenwood, Ph.D., APR, Fellow PRSA
Assistant Professor, Middle Tennessee State University

Friendraising: Quantifying the Value of Relationships

Salons 10 - 11

In an industry dependent upon engaging key stakeholders, how do you demonstrate the value of connections? Get an inside look at a breakthrough influencer measurement approach that quantifies the depth of relationships forged.

Marianne Eisenmann
Head of Determinus, the research arm of the Chandler Chicco Companies, Chandler Chicco Companies

Public Relations Research Showcase Presentations: Top Six Articles

Golden Gate C2

“It’s Not Raining Men: Why the Gender Gap in the Study of Public Relations?” “Outcomes of Communication Audits.” These topics and more make for a lively round table of popular papers presented at the International Public Relations Research Conference.

Don W. Stacks, Ph.D.
Associate Dean and Professor of Public Relations, School of Communication, University of Miami

The Evolution of Evaluation: Standardizing Metrics to Capture Impact

Nob Hill C - D

How do you break through the noise and reach target consumers? Join in a lively debate over which metrics truly matter and how they should be used to convey the value of communications to C-suite and high-level government executives.

Chris Foster
Principal, Strategy & Organization, Booz Allen Hamilton

Let’s Go Social: The VA’s Approach to New Media From Top to Bottom

Golden Gate C1

The Department of Veterans Affairs took bold steps to ensure the nation’s largest health care entity was engaging with patients and staff via social media. Get a revealing look at their approach, from policies, research and analytics to engagement.

Matt Rutherford, MBA, MPH
Health Systems Specialist, VHA Media Management, U. S. Department of Veterans Affairs

PR Inside a Technology Leader: A Chat With Twitter, Facebook & Skype

Some days it feels as if a half-dozen brand-name companies dominate the media. What’s it like handling public relations for these companies? How are their respective public relations departments organized? Join a trio of communications pros to get answers to these questions and more.

Peter Himler
Founding Principal, Flatiron Communications LLC

Karen Wickre
Editorial Director, Twitter

Jonny Thaw
Manager of Technology and Engineering Communications, Facebook

Demetra Kavadeles
Global Consumer Public Relations Manager, Skype

Act Like You Mean Business: What Hollywood Can Teach Us About Communication

Golden Gate C3

What can Hollywood teach us about how to communicate more effectively? Just about everything that’s important to know. This engaging presentation takes the best lessons from stage and screen to help you communicate more creatively and successfully.

Rob Biesenbach
Consultant, Author, “Act Like You Mean Business”

Building a New Market: Tactics and Risks

Foothill G

How can you use competitive positioning, strategic messaging around trends, and crazy tactics to create a market in just a few years? Learn how to create public relations gold in a competitive situation, and get the market to echo your message to create a new industry.

Jane Hynes
Senior Vice President, Communications, salesforce.com

Andrew Schmitt
Vice President, Strategic Communications, salesforce.com

The Power of Critical Thinking for Crisis Leadership

Salons 1 - 2

When a crisis hits, there’s a big difference between managing effectively and leading successfully. Through case studies and practical how-to’s, attendees will improve critical thinking and gain a personal action plan.

Larry Kamer
President, Kamer Consulting Group, LLC

Learn How to Plan for What’s Next in Technology and Communications

Salons 5 - 6

What’s next in technology and communications? Where can you find and track new trends online? Get a revealing look at one company’s award-winning and engaging solutions for clients using trends.

Dave Fletcher
Founder/Executive Creative Director, The Mechanism

Media Training: How to Deliver Compelling Messages

Salons 3 - 4

The most successful executives speak powerfully, knowledgeably and succinctly, all thanks to media training. Through humorous TV clips and colorful anecdotes, learn interview delivery and control techniques, do’s and don’ts, and tips on how to enhance speaker presence.

Debbie Wetherhead
President, Wetherhead Communications

Spectacular Events on a Shoestring Budget

Foothill F

Whether a press conference, ribbon cutting or product launch, we’ve all had to plan events despite being short on time or money. Learn about all of the elements critical in planning a spectacular event on a shoestring budget, including go-to templates.

Noelle K. Afualo
Director of Public Relations, Simon Wong Engineering

Build Trust Through Corporate Social Responsibility

Nob Hill C - D

The public wants to know if their financial institution is a good corporate citizen. Gain insights about how to enhance a company’s reputation through Corporate Social Responsibility, and internal and external communications best practices.

Oscar Suris
Executive Vice President and Head of Corporate Communications , Wells Fargo & Company

Alanson Van Fleet
Senior Vice President and Head of Social Responsibility and Executive Communications, Wells Fargo & Company

Diana Rodriguez
Senior Vice President of Corporate Communications, Western Region , Wells Fargo & Company

The Search for the Best and the Brightest

Nob Hill A - B

The PRSA Foundation is embarking on an ambitious set of plans to build a pipeline of diverse talent into public relations. Listen as the PRSA Foundation president and president-elect present ideas to attract a broad range of talented people to the profession.

Louis Capozzi, APR, Fellow PRSA
Adjunct Professor, New York University

Gail Rymer
Founder, Rymer & Assoc.

Bringing Earned Media Measurement Into a Global Perspective

Salons 14 - 15

Gain insight into how to monitor and measure the impact of global public relations programs and intense, high profile media events.

Craig Mitchell
Vice President, Research, , Cision

Ethics and Security: The Process and Pitfalls

Foothill F

How do corporate executives, ethics officers and individuals react to threats of terrorism, violence and loss of reputation? How can we protect ourselves in an ethical manner? Corporate ethics and economic law professionals address these questions and more.

Emmanuel Tchividjian
Senior Vice President and Chief Ethics Officer, Ruder Finn

Efraim Chalamish, Ph.D.
Professor, New York University School of Law

Eric Malawer
Chairman and Chief Executive Officer, DeepMile Networks

Social Media Measurement Comes of Age

Salons 10 - 11

Organizations are upping their measurement game. Industry groups are creating standards. Social media measurement has emerged as one of the biggest needs for communications professionals. Get an overview of the latest best practices and measurement standards.

Katie Delahaye Paine, Fellow, SNCR; Member IPR Measurement Commission
CEO, KDPaine & Partners, LLC

Another Day, Another Crisis: How Will You Handle It?

Golden Gate C1

Dozens of wild animals released in a populated area, the worst tornado ever to hit the U.S., the passage and possible repeal of Proposition 8; learn the keys to success in crisis communications from the experts who handled major crises in the news in 2011.

Peggy R. Bendel
President, Bendel Communications International

Sam Singer
President , Singer Associates

David Perry
Principal , David Perry & Associates

Leading the Way for a More Social Business

Foothill G

From customer service to internal communications and HR, social media is changing the way businesses — and public relations counselors — operate. Learn how to leverage your skills to lead the way in making your clients more social.

Nick Lucido
Account Executive, Edelman Digital

Sarah Siewert
Senior Account Executive, Public Communications, Inc.

Brandi Boatner
External Relations Professional, IBM

Social Media and Financial Services: Why Can’t We Be Friends?

Golden Gate C2

The highly regulated financial service industry can make social media risky business. Learn practical ways to simultaneously make the most of social media and maintain compliance standards.

Denyette DePierro
Senior Counsel in the Office of Regulatory Policy, American Bankers Association (ABA)

Marcia Watson DiStaso, Ph.D.
Assistant Professor, Penn State University

Michelle Meacham
Marketing and Public Relations, Baylake Bank

Not Playing Around: The Growing Opportunities for Games and Gamification in PR

Club Room

Game dynamics can create deeper levels of stakeholder engagement and produce outcomes unlike anything you’ve seen before. Discover the elements of games and Gamification that compel people to play, and how to apply those principles to public relations efforts.

Shel Holtz, ABC
Principal, Holtz Communications + Technology

The Agency of the Future

Salons 5 - 6

With the advent of social infrastructure platforms and globalization trends, the public relations and agency world is changing. Join a panel of agency leaders in a dialogue on what the future holds and how our profession must change to accommodate changing needs.

Fred Cook
Chief Executive Officer and President, GollinHarris

Rob Flaherty, APR
Senior Partner, President and CEO, Ketchum

Jack Martin
Global Chairman and Chief Executive Officer, Hill+Knowlton Strategies

Janet Tyler
Co-CEO and founder, Airfoil Public Relations

Peter Himler
Founding Principal, Flatiron Communications LLC

Mixed Race 3.0: A Multiracial Perspective on Media

Salons 3 - 4

What is “polyethnic” marketing? What can it do for your brand? Walk step-by-step through trends in multiracial media, including tips for capturing the attention of media makers, overcoming current challenges and identifying multiracial influencers.

Marcia Alesan Dawkins, Ph.D.
Writer, Speaker, Educator and Visiting Scholar, Brown University

Reputation Management 101

Salons 1 - 2

The top boss calls because a Google search reveals less-than-flattering, ongoing discussions about your organization. What should you do? And how could you have avoided this? Learn how to manage and guide the discussion around your brand.

John Deveney, ABC, APR, Fellow PRSA
President, Deveney Communication