APR Boot Camp
Saturday, Oct. 13
Sunday, Oct. 14
Monday, Oct. 15
Tuesday, Oct. 16
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Yerba Buena Foyer
Nob Hill A - B
Are internships huge opportunities, cheap slave labor or a mix of both? Hear from a panel on exemplary internship programs, best and worst practices, ethical issues surrounding pay, and how students and companies can avoid internship land mines.
Ellen LaNicca Albanese
Executive Vice President, Consumer Practice Director, CRT/tanaka
Dr. Brenda J. Wrigley, APR
Associate Professor and Chair, Public Relations Department, S.I. Newhouse School of Public Communications, Syracuse University
Associate, Human Resources, Burson-Marsteller
Salons 10 - 11
Can optimized releases and social media marketing increase website traffic and generate leads on key landing pages? Explore the latest tips, tools and case study results demonstrating how to compose, optimize and distribute releases and other messaging.
Executive Vice President, Media Services and Product Strategy, Business Wire
President and Co-Founder, SEO-PR
Salons 14 - 15
Wary of measurement? When done right, measurement can indeed be magical. Learn how to put a simple yet smart measurement program in place, and explore how this magical tool can fine-tune communications and kick once-languishing brands into high gear.
Shonali Burke, ABC
Vice President, Digital, MSL Washington
Nob Hill C - D
Spanish-language media is growing, thanks to an estimated 50 million Hispanics living in the U.S. Find out how to reach this critical demographic through targeted outreach that goes well beyond providing information in Spanish.
Community and Public Affairs Manager, KDTV Univision 14 and KFSF TeleFutura 66
Multicultural Group Account Director, Allison+Partners
Salons 5 - 6
How are health care, retail and education using mobile application platforms to transform their messaging to key audiences? Get a firsthand look at three case studies that reveal how social engagement on mobile devices packs the punch in whatever strategy you are implementing.
Dawn Marie Yankeelov
President and Founder, Aspectx
Golden Gate C2
In the new “stakeholder” marketplace, where people can do so much for you or to you, trust is still a fragile resource. Understand how to achieve the four attributes for achieving trust in relationships and, as a result, improve your brand.
Roy W. Reid, APR, CPRC
Partner, Consensus Communications, Inc.
Salons 3 - 4
Public relations leaders must create a credible online presence to become a meaningful contributor to digital conversations. Using case studies, explore the strategy behind using various digital assets in the public relations field, and how to determine their effectiveness.
Golden Gate C1
Although the telecommunications industry has put down roots in Africa, Africans lack an understanding of what constitutes their rights as consumers. Explore a case study that looks at the rise of the voice of a new global consumer via social media platforms.
Maha Bashri, Ph.D.
Assistant Professor of Communication, Bradley University
Salons 1 - 2
Buzz-building programs hold the promise of driving business and growing brand equity. Using case studies from the best of Cannes PR Lions, gain the intelligence and inspiration needed to bring buzz building to your organization.
Public Relations and Digital Media Consultant, Social Studio
CEO, Citizen Paine
Managing Director, Social Engagement, Citizen Paine
Content is king in marketing and public relations, but is your content getting the exposure it deserves? Learn how to develop an optimized and socialized content plan, identify target audience segments, and apply essential monitoring and performance measurement, and you will improve the reach and influence of your key messages to journalists, bloggers and end consumers.
CEO, TopRank Online Marketing
Get an insightful look at the five trends that can power up PR efforts. Learn how to end the “not –so-awesome pitches,” discuss how PR can influence the buying circle, and why traditional media matters more than ever.
Director of Public Relations, Vocus
Salons 7 - 9
Elected chairman of the Republican National Committee in 2009, this political analyst will offer insight into the key issues shaping the 2012 election as well as the communications challenges that lie ahead for each candidate.
Political Analyst, MSNBC
Pacific I (Floor 4)
Attend the Champions for PRSSA Reception, where you will hear the exciting achievements of PRSSA’s more than 320 campus Chapters and 10,000+ members who aspire to follow in your professional footsteps.
Most of us rank unpleasant workplace discussion or confrontation a few rungs below shark attack on the universal ladder of enjoyment. Learn the secret to managing difficult conversations with all your constituencies, with less stress and more finesse.
Alan S. Cohen, MBA
President, Acts of Balance Coaching
In our wired world, traditional audience analysis isn’t enough to measure word-of-mouth communication or “buzz.” Examine the relatively new field of network science, its implications on audience analysis and its role in planning and evaluation.
Peter M. Smudde, Ph.D., APR
Associate Professor/Coordinator of Public Relations, Illinois State University
Every government and military public affairs officer (PAO) and public information officer (PIO) knows the ins and outs of the National Incident Management System (NIMS). Learn how every public relations practitioner can utilize the communication tools and strategies deployed by the military to make their next event more successful.
Lauri-Ellen Smith, APR
Special Assistant to the Sheriff, Jacksonville Sheriff’s Office
Dr. Joseph V. Trahan III, APR, Fellow PRSA
President, Trahan & Associates
Occupy Oakland presented a host of challenges for the city of Oakland. Get an inside view into opportunities seized and lessons learned responding to these unprecedented and ongoing demonstrations.
Citywide Communications Director, City of Oakland
Sergeant, Oakland Police Department
Editor and Publisher, Oakland Local
What influences media transparency? Is paying for news coverage a cultural particularity or a result of corruption and bribery? Join a lively discussion on media non-transparent practices and recent data about media bribery that influences news placement.
Katerina Tsetsura, Ph.D.
Associate Professor of Strategic Communication/Public Relations, University of Oklahoma
Dean Kruckeberg, Ph.D.
Professor and Executive Director of Global PR Center, University of North Carolina–Charlotte
Frank E. Ovaitt
President and CEO, Institute for Public Relations
A recent $25 billion state-federal mortgage settlement was designed to maximize relief and spur economic recovery. Learn how a multistate team of communicators worked together to reach affected homeowners and help them take advantage of this much-needed relief.
Janelle M. Guthrie, APR
Deputy Chief of Staff/Communications Director, Washington State Attorney General’s Office
Communications Director, Iowa Attorney General’s Office
Why do some people love one brand more than another when both stores sell the same stuff? Why do some products seduce so many of us? It’s relevance. Learn how to develop a brand strategy that is relevant and appeals more strongly to your market.
CEO, Brodeur Partners
The two finalists for president have leveraged social media to motivate, attack and raise money. Watch as two social media strategists — one Republican and one Democrat — dissect how the candidates have used social media, and how public relations pros can learn from them.
Lawrence J. Parnell
Public Relations Program Director/Associate Professor, The Graduate School of Political Management, George Washington University
Senior Vice President, Digital Strategies, Edelman PR
National Political Reporter, San Francisco Chronicle
Given the wide use of Wikipedia by the public, edits made by public relations professionals are unlikely to stick. Identify the current state of public relations involvement in Wikipedia, discover why this issue is important and what has been done to shed light on it, and learn how to work with the Wikipedia community to serve the public interest of objectively accurate entries.
Marcia Watson DiStaso, Ph.D.
Assistant Professor, Penn State University
Marcus Messner , Ph.D.
Assistant Professor Mass ommunications, Virginia Commonwealth University
Senior Account Supervisor, Edelman Digital
How do clients and brands relate to one another on micro blogs? How do you cram in the essentials in a 140-character lifestyle? Discuss strategy, opportunity, tracking and case studies in a world where bigger isn’t necessarily better.
CEO/Founder/President, Schipul –The Web Marketing Company
Public relations argues with marketing. Internal communications says they aren’t HR. The workplace is changing, and the lines between functions and teams are blending. Learn several strategies, tips and behavior lessons to thrive in a changing workplace.
Jennifer Patricia Brown
Director, Marketing Communications, IZEA
Chief Marketing Officer, IZEA
Regina Luttrell, Ph.D.
Assistant Professor, Eastern Michigan University
Are you well protected? Does your contract make you vulnerable? Gain an in-depth understanding of the terms that should be in your contracts, the effect they can have on your business, and how to avoid liability and legal aspects of dealing with the media.
Jason Gordon, Esq.
Attorney, Heller Waldman, P.L.
Internal communications and employee/associate buy-in can make or break the way your enterprise is viewed. Gain everyday and long-term planning tips that help ensure your employees become your most positive and influential audience.
Jennifer P. Mooney
Executive Communications Director, Northlich
When social causes of health impact minorities in the U.S., health communications can be a complex process. This panel will discuss public health campaigns that showcase innovative strategies for HIV/AIDS, obesity and diabetes outreach.
Selena Ramkeesoon, MBA, PMP, MLS
Principal, ICF International
Ana Toro, M.A., APR
Senior Health Communications Manager, ICF International
Silos in business can impede efforts to protect reputation, especially in crisis or risk situations. Learn how to incorporate risk literacy into your professional objectives and build enterprise-wide reputation competence across key functions.
Principal, Reputare Consulting
What simple things can you do to manage communications at your college or university? In this fast-paced presentation, learn seven strategies that will maximize your effectiveness and propel you to the top in the university communications field.
Michael L. Warden, APR
Vice President, Communications and Marketing, Georgia Institute of Technology
Senior Vice President, Communications, Drexel University
Joseph A. Brennan, Ph.D., APR
Associate Vice President for University Communications, University at Buffalo
“Give me a marketing plan overnight.” “OMG, handle the crisis!” “Do we tweet?” Every public relations professional is faced with daily déjà vu challenges. Join a revealing and fun session on best you-can-do-it practices and solutions to these and other challenges.
Dr. Rhoda Weiss, Ph.D., APR, Fellow PRSA
President, Rhoda Weiss & Associates
When the next crisis brews, will your crisis public relations plan be in place? Learn a five-step process to create a customized, do-it-yourself crisis plan. Also discover how to convince top management to support your efforts and implement your plan.
Joan H. Gladstone, APR, Fellow PRSA
President and CEO, Gladstone International, Inc.
Being a professional public relations trend spotter requires a combination of knowing what is coming in our industry and what our clients/bosses are going to need — all while keeping a steady eye on the day-to-day. However, that big-picture/small-picture view will help you identify those emerging trends to keep you above the loop!
CEO, RLM PR
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.
Leave your fear of public speaking far behind. Learn a groundbreaking way to pause, release fear and connect with an individual, group or audience. Gain a relaxed and powerful presence that will engage, inspire and motivate anyone listening to you.
Linda Landon, ACC
President, Linda Landon and Associates