Professional Development Workshops Set 8
Tuesday, October 18, 2011 2:15 p.m.–3:30 p.m.
Track 1: Strategies
How to Develop the Mind of a Strategist
Location: Palazzo Salon D
James E. Lukaszewski, ABC, APR, Fellow PRSA, CCEP, president, Lukaszewski Group, Division, Risdall McKinney Public Relations
It takes a strategic mindset to get to the table and get your boss to listen to you. Explore the techniques, personal changes and attitudes that practitioners need to transform themselves into strategic thinkers, advisers and influencers.
Living in the Land of Giants: Strategies of a Small Theme Park
Location: Mediterranean Salon 8
Mark McHugh, president and chief executive officer, Gatorland
A 62-year-old, family-owned attraction has managed to thrive in the shadows of the major theme parks of Orlando and in the face of adversity. Discuss unprecedented strategies that have helped the park succeed into the fourth generation of ownership.
What We Can Learn From Fraud and Coupons
Location: Mediterranean Salon 7
Mark W. McClennan, APR,, senior vice president, Schwartz Communications
Brigitte M. Engel, director, marketing, ID Analytics, Inc
The good, the bad and the ugly — join a discussion of lessons learned from two 2011 Consumer Service Silver Anvil Finalist campaigns: the launch of a new consumer service (MyIDScore.com), and the growth of RetailMeNot, one of the top coupon sites on the Web.
Track 2: Tools & Techniques
How to Pitch to Overworked Journalists and Harried Bloggers and Come Out Unscathed
Location: Palazzo Salon E
Michael Smart, principal, MichaelSMARTPR
While coverage in top outlets is still a powerful way to reach key audiences, the methods to reach out to these influential opinion leaders are changing. Learn new strategies and tactics to build relationships with journalists and get top placements.
When a Star Leaves: How to Sustain Social Media Efforts Over the Long Term
Location: Mediterranean Salon 3
Don Jones, associate, Booz Allen Hamilton
Uncertainties exist when social media budgets run out or stars move on. Learn how to create sustainable social media “programs,” not just one-time campaigns that depend on a select few “rock stars.”
Track 3: Specialization
Global Public Relations: The New Rules of Engagement in a New Media World
Location: Palazzo Salon F
Kathy R. Fitzpatrick, APR, professor, public relations, founding director, graduate program in public relations, Quinnipiac University
Antoaneta Vanc, assistant professor of public relations at Quinnipiac University
Robert I. Wakefield, APR, associate professor, public relations, Brigham Young University
Dramatic changes in global society have changed the rules of engagement for multinational organizations operating across borders. This program will help you design global public relations programs that reflect contemporary best practices.
Today’s Joint Information Center (A Lot Has Changed Since NIMS Began)
Location: Mediterranean Salon 2
Lauri-Ellen Smith, APR, special assistant to the sheriff, Jacksonville, Fla.
Joseph V. Trahan III, Ph.D., APR, Fellow PRSA, president and chief executive officer, Trahan & Associates
It ain’t your momma’s JIC anymore, thanks to Twitter, YouTube, tight budgets and low resources. Learn how to push information from today’s JIC to your audiences, with or without additional manpower or media help.
Understanding the LGBT Consumer: An $800 Billion Dream Market
Location: Palazzo Salon C
Steve Roth, principal and founder, OutThink Partners
Dubbed a “dream market” two decades ago by The Wall Street Journal, the gay and lesbian market is brand loyal, influential and economically resilient. Learn the appeal of this segment, how to effectively tap into the market and who is leading the way.
Track 4: ROI
Old and New Media: Strategically Measuring the Hybrid
Location: Palazzo Salon A
Janet E. Kacskos, APR, director, communications, Millersville University
A. Cory Maloy, partner, Snapp Conner PR
While tracking tweets, YouTube videos, and Facebook and QR Code pass-throughs, what about traditional media? Take away an approach that measures old and new media and demonstrates the end result of your communication plan.
Track 5: Leadership & Management
Changing Corporate Culture to Get Smarter, Faster and More Social
Location: Palazzo Salon G
Jay Baer, president, Convince & Convert
When every customer is a reporter, and every employee is potentially a first point of contact, business will soon be about near-instantaneous response. Learn the big internal shifts businesses need to make to get faster, smarter and more social.
Conflict Resolution Simplified
Location: Palazzo Salon B
Mary Jane Saras, LCSW, vice president, leadership development, Creative Energy Options, Inc.
Managers spend 30 to 50 percent of their day handling conflict, yet 88 percent of employees think they do not handle it effectively. Learn a five-step process for handling conflict and helping you decide if you fight back, run away and hide, or freeze on the spot.