Professional Development Workshops Set 1
Sunday, October 16, 2011 3:00 p.m.–4:15 p.m.
Ready to attend the PRSA 2011 International Conference?
Track 1: Strategies
Bringing Sexy Back to Offline Marketing
Location: Palazzo Salon D
Geno Church, word of mouth inspiration officer, Brains on Fire
While social media has its benefits, a successful online program should be driven by an offline word-of-mouth strategy. Receive actionable best practice advice that fully encourages customers to tell others about the brands they find talk-able.
Free Silva: Politics, Prison and the Power of PR
Location: Palazzo Salon A
Michael Hartt, vice president, international affairs, Edelman
Despite balancing on a political tightrope, a public affairs campaign was able to penetrate into one of the most closed societies in the world to help liberate an imprisoned Iranian aid worker. Learn how to build a voice for anyone and be heard.
Reputation Risk: What Amplifies It, How to Predict It
Location: Palazzo Salon G
Linda Locke, principal, Reputare Consulting
When decisions in the boardroom are at odds with personal values in living rooms, your reputation can be at risk. Walk away with a theoretical framework, data and an easy-to-remember approach that can help you understand and predict risk.
Track 2: Tools & Techniques
Before the Purchase: Earned Awareness and Reputation
Location: Mediterranean Salon 8
Kye Strance, director, product management, Vocus
Regardless of product or service, a potential buyer’s first stop for information is online. To be successful, companies must earn awareness and their reputation well before the sale. Gain insight into the role public relations plays long before the purchase.
Spectacular Events on a Shoestring Budget
Location: Palazzo Salon C
Noelle K. Afualo, director, public relations, Simon Wong Engineering
How do we turn no time, no money and no ideas into a spectacular event? Learn simple — and not-so-common — tips, tricks and out-of-the-box ideas on how to plan, execute and measure your special events on a shoestring budget.
Track 3: Specialization
Do You Speak World? A Cultural Communications Toolkit for PR Professionals
Location: Mediterranean Salon 3
Laverne McGee, public relations, communications and marketing liaison, Radio Disney
In an ever-connected global economy, cultural communication competency is a must-have. Discover how cultural awareness and communications can make a critical difference in your ability to do business, both domestically and internationally.
Track 4: ROI
Beyond the Influence Hype
Location: Palazzo Salon H
Pierre-Loic Assayag, founder and CEO, TRAACKR
While the hype around online influence has reached a fever pitch, its value is very real. Learn the most effective and actionable methods for influencer identification, measurement and engagement.
Cracking The Code: Isolating the Impact of PR, Ads, Events and Collateral
Location: Mediterranean Salon 2
Angela Sinickas, ABC, IABC Fellow, president, Sinickas Communications
Using multiple communication approaches makes external communications more effective, but how do you isolate the impact each element has? Explore various research techniques to identify exactly how communications affects business outcomes.
Storytelling for the Digital Age
Location: Mediterranean Salon 7
Johna Burke, senior vice president, marketing and communication, BurrellesLuce
Communications professionals are being challenged to provide nearly instantaneous access to the information that audiences and stakeholders desire. Learn how to tell your story in a concise, yet compelling, way.
Track 5: Leadership & Management
Changing Culture, Starting at the Top
Location: Palazzo Salon B
David Grossman, ABC, APR, Fellow PRSA, founder and chief executive officer, The Grossman Group
Sherry Vidal-Brown, executive vice president, human resources, Accor Hospitality
Communication was lacking, yet leadership needed commitment from its employees like never before. Discover how a hospitality giant implemented an internal communications strategy that created a high-performance culture.
Employee Communications: Move From Knowing to Doing
Location: Palazzo Salon E
Bruce K. Berger, Ph.D., Reese Phifer professor of advertising and public relations, University of Alabama
We know more than ever about employee communications, yet levels of employee trust and engagement remain depressingly low. Learn how to increase motivation, and walk away with guidelines for moving communications from knowing to doing.