Track 3: Specialization
Other tracks: Strategies, Tools & Techniques, ROI, Leadership & Management
Professional Development Workshops Set 1
Sunday, October 16, 2011 3:00 p.m.–4:15 p.m.
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.
Professional Development Workshops Set 2
Sunday, October 16, 2011 4:45 p.m.–6:00 p.m.
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.
Professional Development Workshops Set 3
Monday, October 17, 2011 9:45 a.m.–11:00 a.m.
Health Communications: Getting Your Message Across to Children and Parents
Location: Palazzo Salon F
Colleen Creighton, executive director, Alliance for Consumer Education
How do you get kids to wash their hands? Through a national campaign, an animated cartoon superhero made germ fighting fun. This insightful workshop explores how to reach parents and children through entertainment, media and educational partnerships.
Leveraging Entertainment to Build Your Brand
Location: Palazzo Salon B
Grace T. Leong, APR, president, Hunter Public Relations
Joanne Freed, senior vice president, director of entertainment department, Hunter Public Relations
Jared Weiss, founder, STAR POWER
Elizabeth A. Corradino, partner, Moses & Singer
One of the fastest ways to drive brand awareness and build your brand identity is to add star power and sizzle. Explore the new rules for leveraging the right spokesperson, medium, partnership or sponsorship in an ever-changing digital age.
The Do’s and Don’ts of Marketing to Latinos Through Social Media
Location: Palazzo Salon C
Christine M. Clavijo-Kish, senior vice president, multicultural markets, PR Newswire
Manny Ruiz, chief executive officer, Hispanicize
To connect with Hispanic audiences online, you must understand market share, language and cultural considerations. Delve into the do’s and don’ts relating to Latinos, and ROI-driven solutions to strategically connect with various Hispanic audiences.
Professional Development Workshops Set 4
Monday, October 17, 2011 11:30 a.m.–12:45 p.m.
Ambassador Programs: Let Your Biggest Fans Do the Heavy Lifting for You
Location: Palazzo Salon F
Ryan Goff, vice president, social media marketing manager, MGH
Donna Abbott, communications manager, Ocean City, Maryland’s Department of Tourism
Fans of a product, service or destination speak volumes. Through findings from a multi-year ambassador program, discuss how to create your own ambassador program, and how to leverage your satisfied customers for other marketing initiatives.
Best Practices & Trends in PR Counseling: Counselors Academy CEO Panel
Location: Palazzo Salon B
J.R. Hipple, chief executive officer, Hipple & Company Reputation Management; chairman, the Board of Governors, Center for Ethics & Corporate Responsibility, Georgia State University
Bret Werner, managing partner, Catalyst Public Relations; executive committee member, Counselors Academy
Martin Waxman, managing partner, energi PR, Communications, Digital
What roles do planning, performance and people play in the success of corporate and agency leaders? Gain insight into the business planning and management models that have contributed to the panel’s success, along with the obstacles they have experienced.
Navigating the Storm of Change: A Hospital in Transition
Location: Palazzo Salon A
Roy W. Reid, APR, partner, Consensus Communications, Inc.
David Sylvester, senior vice president, Health Central Hospital, administrator of Health Central Park, president, Health Central Foundation
An independent hospital pursued an affiliation with a larger health care system in order to remain competitive. Gain insight into the integrated communications plan that reinforced the hospital’s reputation, and guided the Board through the vetting process.
Professional Development Workshops Set 5
Monday, October 17, 2011 3:30 p.m.–4:45 p.m.
Paying It Forward: Philanthropy for PR Education
Location: Palazzo Salon F
Kathleen S. Kelly, Ph.D., APR, Fellow PRSA, professor, University of Florida
Frank E. Ovaitt, APR, president and chief executive officer, Institute for Public Relations, adjunct professor, George Washington University
The idea of “paying it forward” is a topic of growing importance in public relations. Yet despite progress, philanthropy for U.S. public relations education is far behind the giving traditions that support other professional programs. Get a new perspective on giving and getting based on goals that benefit both.
The Personal Branding Project — Crafting Your Identity
Location: Palazzo Salon G
Cyndee Woolley, APR, creative strategist, C2 Communications, LLC
Jessica Macera, partner, Business Dynamix Solutions, LLC
Your identity is the foundation for a successful personal brand. This insightful workshop challenges you to uncover your truest priorities and values, identify your personal Unique Selling Position, and begin sharing that vision with the right audiences.
The PRSA Entry-Level Credential: What it Means to Educators, Students and Programs
Location: Palazzo Salon H
Tina McCorkindale, Ph.D., assistant professor, communications, Appalachian State University, chair-elect, PRSA Educator's Academy
Dean Kazoleas, Ph.D., APR, associate professor, California State University, Fullerton, chair PRSA Educator’s Academy
Terri L. Johnson, APR, associate professor, communications, Eastern Illinois University
The Entry-Level Credential is a PRSA certification program scheduled to be piloted in the fall of 2012 for students of university public relations programs. Gain insight into how this new credential will impact educators, students and university public relations programs.
Professional Development Workshops Set 6
Tuesday, October 18, 2011 9:45 a.m.–11:00 a.m.
Entertaining Game Attendees Beyond the White Lines
Location: Palazzo Salon D
John I. Ingoldsby, president, IIR Sports & Entertainment, Inc., former co-chair, Executive Committee of the Entertainment and Sports Section PRSA
Tony Morreale, publicity manager, Disney Destinations
Joel Schuchmann, director, communications, PGA Tour
In today’s competitive chase to attract fans, the entertainment extends far beyond the white lines. Take a revealing look at types of entertainment that go beyond the game itself — and determine if it is something your organization needs to offer.
Top 10 Ways to “Remarketify” Products and Services for Greater Success
Location: Palazzo Salon B
Dawn Marie Yankeelov, founder and president, ASPectx
Smart communicators know that brands — even technology products — need to evolve over time to stay relevant. Learn how to work with clients to “remarketify” products and services for greater success in the marketplace.
When Green Is Really Green: Positive Impact Through Effective Partnerships
Location: Mediterranean Salon 8
Woodrow L. Nelson, vice president, marketing communications, Arbor Day Foundation
Effective partnerships create an enduring positive impact on the environment and enhance public awareness of corporate responsibility. Hear how Enterprise Rent-A-Car created a multi-tiered partnership to accomplish two goals.
Professional Development Workshops Set 7
Tuesday, October 18, 2011 12:30 p.m.–1:45 p.m.
Core Multicultural Competencies for PR Practitioners
Location: Palazzo Salon C
Sonia Sroka, senior vice president, director of Hispanic Marketing, Porter Novelli
Today’s public relations practitioners must be ready to deliver communications strategies that meet the needs of diverse audiences, socioeconomically and culturally. Delve into shifting demographics and the multicultural competencies needed to be successful in a changing market.
Work, Life & Gender: Findings From the PRSA 2010 Survey
Location: Palazzo Salon G
Bey-Ling Sha, Ph.D., APR, associate professor, San Diego State University
Natalie T. J. Tindall, Ph.D., assistant professor, journalism and public relations, Department of Communication, Georgia State University
David M. Dozier, Ph.D., professor, San Diego State University
Initial results from PRSA’s 2010 survey of work, life and gender found significant differences between men and women in terms of roles, salaries and employer types. Join an insightful discussion of the results and best practices for work-life integration.
Professional Development Workshops Set 8
Tuesday, October 18, 2011 2:15 p.m.–3:30 p.m.
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.