Track 4: ROI
Other tracks: Strategies, Tools & Techniques, Specialization, Leadership & Management
Professional Development Workshops Set 1
Sunday, October 16, 2011 3:00 p.m.–4:15 p.m.
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.
Professional Development Workshops Set 2
Sunday, October 16, 2011 4:45 p.m.–6:00 p.m.
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.
Professional Development Workshops Set 3
Monday, October 17, 2011 9:45 a.m.–11:00 a.m.
Public Relations Research Showcase Presentations
Location: Palazzo Salon E
Don W. Stacks, Ph.D., professor, University of Miami
Robert I. Wakefield, APR, associate professor, public relations, Brigham Young University
Susan B. Walton, APR, associate professor, department of communications, Brigham Young University
David M. Dozier, Ph.D., professor, San Diego State University
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
Kenneth D. Plowman, Ph.D., APR, associate professor, department of communications, Brigham Young University
Shannon A. Bowen, Syracuse University
Dennis F. Kinsey, Syracuse University
Timothy Coombs, University of Central Florida
Sherry J. Holladay, University of Central Florida
Lincoln Hubbard, Brigham Young University
Louis C. Williams, APR, The Lou Williams Companies
Michelle Drifka Hinson, Cade Museum of Innovation and Invention
Expect lively dialogue at these roundtables. Discussions change every 15 minutes, covering the most popular papers presented at the International Public Relations Research Conference.
ROI of B2B Social Media
Location: Palazzo Salon H
Eric Schwartzman, new media consultant, speaker, trainer
Many remain wary about the true benefits of social marketing, yet traditional PR practices are spared the same level of scrutiny. Gain tools on how to measure the ROI of social media in your business-to-business campaigns.
Sustainability: Walking the Walk
Location: Palazzo Salon A
Joe Sibilia, chief executive officer, CSRwire, founder and chief executive officer, Meadowbrook Lane Capital
Rosalinda Sanquiche, executive director, Ethical Markets Media
Aman Singh, corporate social responsibility journalist and communications strategist
For the sustainability movement to be truly sustainable, we must ensure that organizations walk the walk. Discover how to create an active environment of measuring words and deeds, and make the connection between sustainability and increased brand value.
Professional Development Workshops Set 4
Monday, October 17, 2011 11:30 a.m.–12:45 p.m.
Confessions of an Ethics Officer — Tales From the Trenches
Location: Palazzo Salon H
Emmanuel Tchividjian, senior vice president, Ruder Finn, Inc.
Lee Essrig, chief ethics officer, Lenovo
Roxane Mac Gillivray, ethics investigator, Lockheed Martin
In ethics, as in life, we learned from our mistakes. Join an insightful discussion as ethics officers from major corporations share ethical lapses they have encountered throughout their careers, and how they dealt with them. Participants are invited to share their stories.
The Art and Science of Shareholder Earnings Calls
Location: Palazzo Salon C
Virgil Scudder, founder and president, Virgil Scudder & Associates
How prepared are you for investor communication — especially the quarterly shareholder earnings call? Learn how to prepare for the call, write a good script and produce a winning news release.
Professional Development Workshops Set 5
Monday, October 17, 2011 3:30 p.m.–4:45 p.m.
A Field Guide to Measuring the Business of PR
Location: Palazzo Salon A
Shonali Burke, ABC, principal, Shonali Burke Consulting
Public relations measurement remains a mystery to some, and a trial to many. Learn how to best measure your public relations and social media efforts, and tie your efforts back to your organization’s business objectives to demonstrate your value to the organization.
Doing More With Less: An Analytic Approach
Location: Palazzo Salon E
Kathleen L. Lewton, APR, Fellow PRSA, principal, Lewton, Seekins & Trester
Kenneth Trester, APR, Fellow PRSA, principal, Lewton, Seekins & Trester
Steve Seekins, APR, Fellow PRSA, principal, Lewton, Seekins & Trester
Taking on more responsibilities with shrinking budgets, and delivering solid results, sounds impossible. Yet with the right analytic approach, it’s not only feasible, it’s a guaranteed success story. Learn how to use budget cuts to reinvent your role.
Measure Perception for a Stronger Brand Identity
Location: Mediterranean Salon 2
Martin Murtland, vice president and managing director, communications solutions, Dow Jones & Co.
Brian Rafferty, global director, customer insights, Siegel+Gale
What if you could use media analysis to forecast brand perception prior to launch? What if you could identify and proactively address potential risks? Learn a fresh approach for thinking about brand development and how to use PR management to uncover trends.
Professional Development Workshops Set 6
Tuesday, October 18, 2011 9:45 a.m.–11:00 a.m.
Maximizing Press Release Performance Online
Location: Palazzo Salon E
Laura Sturaitis, executive vice president, media services and product strategy, Business Wire
Greg Jarboe, president and co-founder, SEO-PR
Will optimized press releases increase traffic and engagement with key landing pages and websites? Examine the results of an 18-month study, and gain new strategies, tactics and best practices to maximize release performance online.
The Case for Diversity in PR
Location: Palazzo Salon C
Laarni Dacanay, diversity communications specialist, NBC Universal
James Wright PHR, CDR, diversity and inclusion strategist, NBCUniversal
How does the strategic practice of diversity allow companies to gain a competitive edge in today’s marketplace? Explore the business case for diversity in the profession and the organizations we serve.
Your Social Brand
Location: Palazzo Salon H
Mark Evans, principal, ME Consulting
How do you create, manage, monitor and protect your brand within the fast-moving social media landscape? Discover how companies are successfully using social media to drive their sales and marketing activities. Learn about best practices and things to avoid.
Professional Development Workshops Set 7
Tuesday, October 18, 2011 12:30 p.m.–1:45 p.m.
OMG! ROI? Measuring Influence and Impact in a 3.0 World
Location: Palazzo Salon E
Katie Delahaye Paine, chief executive officer, KDPaine & Partners, LLC
Pressure to measure the effectiveness of one’s efforts is relentless. Yet in a digital world, you need to measure what matters. Learn how to identify what (or who) matters most to your business, and define the best metrics and tools to measure it.
Tech Talk: Unlocking the Business Value of New Technologies
Location: Palazzo Salon B
Laurie Head, vice president, marketing communications, AIS Network
Cloud computing? Managed hosting? SharePoint with a Web 2.0 mashup? Elevate your understanding of how trendsetting new technologies and software applications hold the potential to save you money and unlock efficiencies in the way you do business.
Using Age to Engage: Incorporating Generational Marketing in Your Research
Location: Palazzo Salon A
Lisa Fall, online instructor, West Virginia University
Age is both a demographic and psychographic, which makes it a very diversified and useful research tool. Learn how to successfully incorporate age characteristics in survey research. Also discover how to keep in tune with generational behaviors and media use.
Professional Development Workshops Set 8
Tuesday, October 18, 2011 2:15 p.m.–3:30 p.m.
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.