Track 1: Strategies
Other tracks: Tools & Techniques, Specialization, ROI, Leadership & Management
Professional Development Workshops Set 1
Sunday, October 16, 2011 3:00 p.m.–4:15 p.m.
Bringing Sexy Back to Offline Marketing
Location: Palazzo Salon D
Geno Church, word of mouth inspiration officer, Brains on Fire
While social media has its benefits, a successful online program should be driven by an offline word-of-mouth strategy. Receive actionable best practice advice that fully encourages customers to tell others about the brands they find talk-able.
Free Silva: Politics, Prison and the Power of PR
Location: Palazzo Salon A
Michael Hartt, vice president, international affairs, Edelman
Despite balancing on a political tightrope, a public affairs campaign was able to penetrate into one of the most closed societies in the world to help liberate an imprisoned Iranian aid worker. Learn how to build a voice for anyone and be heard.
Reputation Risk: What Amplifies It, How to Predict It
Location: Palazzo Salon G
Linda Locke, principal, Reputare Consulting
When decisions in the boardroom are at odds with personal values in living rooms, your reputation can be at risk. Walk away with a theoretical framework, data and an easy-to-remember approach that can help you understand and predict risk.
Professional Development Workshops Set 2
Sunday, October 16, 2011 4:45 p.m.–6:00 p.m.
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.
Professional Development Workshops Set 3
Monday, October 17, 2011 9:45 a.m.–11:00 a.m.
Financial Fitness: Engaging Gen Y in a Conversation About Money
Location: Mediterranean Salon 2
Ellen LaNicca Albanese, executive vice president and consumer practice director, CRT/tanaka
Sarah Bulgatz, director, corporate public relations, Charles Schwab & Co., Inc.
Kristine Dixon, director, community services, Charles Schwab & Co., Inc.
The financial services industry is highly regulated with social media constraints. Hear how a financial giant was ahead of the curve as it launched an award-winning educational website to help Gen Y become financially fit.
Winning Strategies From a Historic Write-In Campaign
Location: Palazzo Salon G
Mary Deming Barber, APR, Fellow PRSA, president, The Barber Group
When Sen. Lisa Murkowski (R-Alaska) lost her primary bid in August of 2010, most assumed her Senate career was over. Hear senior leaders from the campaign team share strategies and lessons learned from the historic write-in campaign that won her the election.
Professional Development Workshops Set 4
Monday, October 17, 2011 11:30 a.m.–12:45 p.m.
All Hands On Deck! How Disney Cruise Line Made Its Dream Come True
Location: Palazzo Salon G
Rena Langley, APR, vice president, public affairs, Disney Cruise Line, Disney Vacation Club and Adventures by Disney
Jason Lasecki, public relations director, Disney Cruise Line
Disney Cruise Line introduced the third ship in its fleet, the Disney Dream, to worldwide acclaim in January 2011. Benefitting from the collaboration of partners across the Disney organization, the ship’s launch raised the bar for internal teamwork and helped drive a tremendous level of positive brand awareness for Disney Cruise Line.
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.
Rags to Riches: An Automotive Success Story
Location: Mediterranean Salon 3
Jennifer M. Ecclestone, assistant manager, Southeast Regional Communications, General Motors
Hear how General Motors Co. went from its centennial anniversary into bankruptcy, to back on its feet again in under two years. GM had to get creative with low-budget programming to spread its positive brand messages and earn its way back into the hearts of everyone.
Professional Development Workshops Set 5
Monday, October 17, 2011 3:30 p.m.–4:45 p.m.
How Much Does My Neighbor Use? Motivating Others to Save Energy
Location: Mediterranean Salon 8
Kathy Viehe, assistant general manager, customer support services, Gainesville Regional Utilities
Barry Fischer, engagement manager, Opower
A local utility provided an anonymous analysis of a customer’s monthly energy use as compared to similar households. Uncover the value of this Home Energy Report program and see why 80 percent of customers have now changed their energy usage.
The Pipeline: Diversity in the PR Profession
Location: Palazzo Salon C
Rochelle Ford, APR, associate dean, Research and Academic Affairs, John H. Johnson School of Communications, Howard University
Lynn Appelbaum, APR, Fellow PRSA, professor, Ad/PR program director, City College of New York
Donna M. Renella, president, ABW Solutions, LLC
Ayanna Robinson, senior vice president, global health and social marketing, Porter Novelli
The term “pipeline” has been used to explain organizational efforts to recruit, retain and advance people into organizations. Learn about the public relations pipeline and what can be done to increase diversity in the public relations profession.
Professional Development Workshops Set 6
Tuesday, October 18, 2011 9:45 a.m.–11:00 a.m.
B2B to B2E (Everyone): Leveraging Employees as Social Media Brand Ambassadors
Location: Mediterranean Salon 3
Jaya Bohlmann, APR, consultant
Michael McManus, director, public relations, Sodexo Inc.
Robert Philips, vice president, digital media, GolinHarris
Many companies struggle with how to empower employees to further their brands without risking their corporate reputation. Walk through a case study that demonstrates how a global company led an internal culture shift to maximize social and digital media.
Risk Communications: Breaking Through to Get Heard
Location: Mediterranean Salon 7
Lucy Caldwell, public information officer, Fairfax County Police Department
Lois M. Kirkpatrick, marketing manager, Fairfax County Office for Children
What is the difference between crisis and risk communications? Join a lively discussion of the seven principles of risk communications, and explore how to break through the fog of turmoil and emotion to ensure your message is heard.
Professional Development Workshops Set 7
Tuesday, October 18, 2011 12:30 p.m.–1:45 p.m.
Corporate Reputation Management
Location: Mediterranean Salon 7
Mark Richards, senior vice president, KRC Research
Jon Richter, director of reputation and policy communications, Pfizer
Corporate reputation has become more integral to business than ever before, yet harder to gain and maintain. Gain clear direction about how to successfully navigate the treacherous shoals of public opinion in reputation-building campaigns.
Professional Development Workshops Set 8
Tuesday, October 18, 2011 2:15 p.m.–3:30 p.m.
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.