« Conference Schedule  

Professional Development Workshops Set 2

Sunday, October 16, 2011 4:45 p.m.–6:00 p.m.

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Track 1: Strategies

Capitalizing on the New Era of Content Relations

Location: Mediterranean Salon 3
Steven Kostant, senior vice president, creative strategy, Fleishman-Hillard
Kathryn DeVito, vice president, enterprise content, Fleishman Hillard
Bill Pendergast, general manager, Fleishman Hillard

When the “fire hose” of information can no longer be capped, the goal is to aim the flow and use it effectively in this era of “Content Relations.” Walk away with a strategic approach for ensuring that content remains relevant, engaging and measurable.


Powering Your Story in the Age of Media Integration

Location: Palazzo Salon A
Peter Granat, president and chief operating officer, Cision North America

How is the integration of paid, earned and owned media amplifying the storytelling power of PR professionals? Learn strategies to create and publish powerful corporate stories and branded content, and lead dialogue on the social web.


Track 2: Tools & Techniques

Buzz-Building Programs That Drive Business

Location: Palazzo Salon D
Daryl McCullough, chief executive officer, PainePR
Daniel Lemin, owner, Social Studio
Jon Cronin, managing director, social media, PainePR

Buzz-building programs can drive business, grow brands and sustain engagement with stakeholders. Through a series of engaging case studies, take away practical buzz-building and buzz-sustaining principles for your organization.


Identify, Implement and Train — Moving Beyond the Basic Social Media Policy

Location: Mediterranean Salon 7
Deirdre Breakenridge, president and executive director of communications, Mango
Diane Gomez, manager, public relations, PRSA
Priya Ramesh, director, social media, CRT/Tanaka
George Faulkner, program manager, social brand engagement, IBM Corp

As companies increase their social media outreach, it’s imperative they guide employee participation with a comprehensive social media policy. Learn how to pinpoint the type of policy you need and how to manage the process as you build it


Streaming Your Brand: The Need, Opportunity and Impact

Location: Palazzo Salon B
Michael Pranikoff, global director of emerging media, PR Newswire

Whether streaming content in near real-time to a single influencer or to mass audiences, brands are now part of an always-on flow of streaming media. Gain insight into “streaming” your brand and how companies can tap into the new technologies that are enabling it.


Track 3: Specialization

Growth Strategies for Independent Practices

Location: Palazzo Salon C
Kelly Jackson Davis, APR, president, Davis Public Relations and Marketing
Natalie Ghidotti, APR, principal, Ghidotti Communications
Jennifer Heinly, owner, J&J Consulting

Seasoned independent practitioners often struggle with how, when and whether or not to grow their businesses. Listen and learn as three practitioners share their tale of expansion and how they maintained their spirit of independence.


Media Non-Transparency: How It Affects Your Story

Location: Palazzo Salon G
Katerina Tsetsura, Ph.D., associate professor, University of Oklahoma, chair, PRSA
Dean Kruckeberg, Ph.D., APR, Fellow PRSA, professor, public relations, director, Center for Global Public Relations, University of North Carolina-Charlotte
Robert Grupp, APR, president, Grupp Global Partners LLC

What influences social and traditional media? Cultural differences? Rules of the game? Bribery? Through role-playing and case studies, uncover how non-transparency influences the credibility of public relations messages distributed via social media channels.


Social Media as a Catalyst for Engaging Employees

Location: Mediterranean Salon 8
Ronald S. Hess, founder and president, Motiv8 Communications
Susan Havill, director, strategic communications, Orlando Health
Bree Balchunas, strategic communications manager, Orlando Health

Operating in a challenging health care environment, a leading provider deployed new online social media tools as a way to implement an idea-sharing program. Walk away with insight into this catalyst for inclusion, culture change and business improvement.


Track 4: ROI

Boosting Web Performance Through Web Analytics

Location: Palazzo Salon H
David Kamerer, Ph.D., APR, assistant professor, communication, Loyola

As our public relations efforts move online, virtually everything is measurable. But, how much do you really know about how people use your website? Through Web analytics, gain a better understanding of your traffic to improve your performance online.


Just Five More Seconds of Mindshare? Use the Best Strategies and Tools to Reach Your Audience!

Location: Palazzo Salon F
Chris Foster, principal, Strategy & Organization, Booz Allen Hamilton
Patrick Pho, online analyst, corporate, New Media Strategies
Rex Repass, president and CEO, R.L. Repass & Partners
Gary Puckrein, Ph.D., president and CEO, National Minority Quality Forum

With consumers constantly inundated with information, how do we improve our reach, influence behavior and track our impact? Gain insight on focus groups of the future, methods that truly engage consumers and measures to gauge return on investment.


The Best of PRSA’s Public Relations Journal of 2010-2011

Location: Palazzo Salon E
Donald K. Wright, Ph.D., APR, Fellow PRSA, editor of PRSA's Public Relations Journal and Harold Burson professor and chair in public relations, Boston University
Robert I. Wakefield, APR, associate professor, public relations, Brigham Young University
Susan B. Walton, APR, associate professor, department of communications, Brigham Young University
Tina McCorkindale, Ph.D., assistant professor, communications, Appalachian State University, chair-elect, PRSA Educator's Academy
Denise Sevick Bortree, assistant professor, college of communications, Pennsylvania State University
Kenneth D. Plowman, Ph.D., APR, associate professor, department of communications, Brigham Young University
Spiro Kiousis, Ph.D., APR, professor and chair, department of public relations, college of journalism and communications, University of Florida
Alexander Laskin, Ph.D., assistant professor, department of public relations, school of communications, Quinnipiac University
Ji Young Kim, doctoral student, college of journalism and communications, University of Florida

Each year, a sub-committee 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 articles featured in the summer of 2010 through the spring of 2011 by their authors.


Track 5: Leadership & Management

The Changing MO of the CMO: A Holistic Point of View

Location: Mediterranean Salon 2
MaryLee Sachs, former U.S. chairman and worldwide director, consumer marketing, Hill & Knowlton

Some CMOs have restructured their marketing functions to be increasingly holistic and inclusive of public relations, and more relevant to a variety of audiences. Listen as discussions with CMOs provide a bird’s eye view of this emerging approach.