Track 2: Tools & Techniques
Other tracks: Strategies, Specialization, ROI, Leadership & Management
Professional Development Workshops Set 1
Sunday, October 16, 2011 3:00 p.m.–4:15 p.m.
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.
Professional Development Workshops Set 2
Sunday, October 16, 2011 4:45 p.m.–6:00 p.m.
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.
Professional Development Workshops Set 3
Monday, October 17, 2011 9:45 a.m.–11:00 a.m.
Rethinking Social Media
Location: Mediterranean Salon 8
Gerard Braud, chief executive officer and president, Braud Communications
When the whole world zigs for social media, you should zag. Learn why “tried-and-true” methods beat “shiny and new.”
Think Like a Reader
Location: Mediterranean Salon 3
Ann Wylie, president, Wylie Communications, Inc.
The secret to persuasive writing is to position your messages in your audience’s best interests. Learn a four-step process for making your message — and your organization — more relevant, valuable and rewarding to your audience.
Professional Development Workshops Set 4
Monday, October 17, 2011 11:30 a.m.–12:45 p.m.
Advance Your SEO Skills With Social Media Optimization
Location: Palazzo Salon E
Lee Odden, chief executive officer, TopRank Marketing
Social media and search engine optimization (SEO) present the most significant opportunity for public relations and communications professionals to master the search and social Web. Learn essential skills for planning social SEO in order to increase reach and engagement.
Media Training: Develop and Deliver Compelling Messages
Location: Mediterranean Salon 2
Debbie L. Wetherhead, president, Wetherhead Communications
The most successful speak powerfully, knowledgeably and succinctly — all thanks to media training. Through humorous television clips and colorful anecdotes, gain interview delivery and control techniques, do’s and don’ts, and tips on how to enhance speaker presence.
Professional Development Workshops Set 5
Monday, October 17, 2011 3:30 p.m.–4:45 p.m.
How to Pitch to Overworked Journalists and Harried Bloggers and Come Out Unscathed
Location: Palazzo Salon D
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. Walk away with new strategies and tactics to build relationships with journalists and get top placements.
Maximizing Your Mobile Mojo: Making the Most of the Portable Web
Location: Mediterranean Salon 7
Dave Fletcher, founder and executive creative director, The Mechanism
How can you create an internal strategy now for your business to survive and thrive in an omnipresent future dominated by smartphones, gadgets and tablets? Delve into industry trends and tools for harnessing the mobile Web for your business.
Professional Development Workshops Set 6
Tuesday, October 18, 2011 9:45 a.m.–11:00 a.m.
Fire, Fuel and Focus: Applying the Elements of Entrepreneurial Thinking to Your Business
Location: Palazzo Salon F
Jerry Ross, executive director, Disney Entrepreneur Center
Survival and success in today’s new economy require fire, fuel and focus. Learn to apply these elements associated with “Entrepreneurial Thinking” in a not-to-be-missed, high-energy presentation that takes you into the mind of a serial entrepreneur.
How to Develop a Career Plan or Jump-Start a Stalled Career
Location: Mediterranean Salon 2
Cheryl Procter-Rogers, APR, Fellow PRSA, senior consultant, A Step Ahead Public Relations
What are the qualifications for success at any level? Learn strategies on how to build credibility, expand your network and create a work/life balance. Gain tips on how to develop a career plan or jump-start a stalled one.
Professional Development Workshops Set 7
Tuesday, October 18, 2011 12:30 p.m.–1:45 p.m.
A Tailored Approach to Audience Fragmentation
Location: Palazzo Salon F
Laura Chavoen, senior vice president and director, digital strategy, MSL Chicago
When it comes to marketing to digital audiences, one size does not fit all. Gain insight into the tools and data necessary to tailor messages and campaigns to an audience separated by demographics, media consumption, time and space.
Fill Your Stadium™: Five Simple Steps to Attracting a Flood of Fans
Location: Mediterranean Salon 3
Carrie Wilkerson, chief executive officer, Barefoot Marketing Group
How do you create a critical mass of raving fans that desperately crave more of your products and services? Discover the exact strategies, secrets and tactics to generate a literal tidal wave of interest in every new product and service.
What American Idol Can Teach You About Leadership
Location: Palazzo Salon D
Karen Friedman, communication coach, speaker and president, Karen Friedman Enterprises
Are you born with “it,” or can you learn to develop it? Like our favorite American Idol contestant, some people appear confident and destined for greatness. Take away tips for creating a more powerful presence that shouts “leadership potential.”
Professional Development Workshops Set 8
Tuesday, October 18, 2011 2:15 p.m.–3:30 p.m.
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.”