Join us Monday, June 9 and Tuesday, June 10, for two days of informative conference sessions covering real world case studies from the digital community frontier, along with journalists covering the business of mainstrain and new media, online communications practioners, and industry thought leaders. Register by May 27 and save! Conference Schedule for Monday, June 9
8:30 a.m. – 5:00 p.m. Registration
8:30 a.m. – 9:00 a.m. Breakfast 9:00 a.m. – 10:00 a.m. Opening Keynote Winning in a World Transformed by Social Technologies
A groundswell is sweeping through your clients and their customers – people connecting with and drawing power from each other. You can turn this phenomenon to your advantage. Describe PR strategy for a world transformed by social communications – where the objective is to create and stimulate conversations, not to attempt to control to “message.” With real case studies and data about consumers and their behavior, from the book “Groundswell, Winning In A World Transformed By Social Technologies.”
About the Speaker  Josh Bernoff, vice president at Forrester, is one of America's most prominent and most frequently quoted research analysts. He is the coauthor of “Groundswell: Winning in a World Transformed by Social Technologies,” a comprehensive analysis of corporate strategy for dealing with social technologies like blogs, social networks, and wikis, published in April 2008 by Harvard Business Press. Josh joined Forrester in 1995.
10:00 a.m. – 10:15 a.m. Break
10:15 a.m. – 11:15 a.m. Digital Video: A Potent Catalyst for PR's Conversations with Audiences
From ancient cave paintings to the dawn of television and the emergence of our Web 2.0 society, visual expression has enriched the human experience. The PR content provider’s challenge is to meet audience expectations, while conveying a relevant narrative profile of their brand or issue that compels a viewer to take action on the message. Explore what new research reveals about audience preferences and best practice examples of how public communicators can meet the growing demand for digital video. Sponsored by 
About the Speakers 
Larry Thomas, chief operating officer of Medialink, a leading producer and distributor of video, audio and rich media content to the Web,television and radio for public relations and marketing campaigns. Leslie Darling, vice president of East Coast Media, comScore Networks, a global leader in measuring the reach and impact of online media, oversees analytical and consulting solutions for key clients in the media industry. Previously, she was director of sales for Agency Media team at Nielsen Net Ratings. 11:15 a.m. – 12:30 p.m. Break 11:30 a.m. – 12:30 p.m. Breakout Sessions “Speak to me … not at me.”
It was not that long ago television viewers were confined to the couch at a set time to watch a program fed by one of three major networks who relished and handsomely profited from this arrangement. Fast-forward to today, and the ability for an advertiser to reach a mass audience – at the same time – is becoming much more difficult. No longer are the media dictating what we watch (or read or listen to), when we watch it, or how we watch it. With podcasts, consumers have complete control. About the Speaker 
Matthew Snodgrass brings more than fifteen years of video experience in producing, directing, writing, and editing. He oversees the video department and podcasting for Porter Novelli. A podcaster himself, Matt has provided counsel and brokered deals on behalf of Porter Novelli’s clients for this new microcommunications tool.
Pushing That Red Button: Lessons in Corporate Video
Corporations have produced video programming for many years – most requiring big budgets. Yet, with the emergence of affordable digital cameras, cheap video-editing software and free storage and distribution, the rules have changed. He discusses the lessons learned while helping a Fortune 1000 company use digital video effectively.
About the Speaker 
Ron Ploof is a 25 year veteran of the high-tech electronics industry. Although Ron pleads guilty to the charge of being an early-adopter, his passion focuses more on people's use of new communications technologies than on the actual technologies themselves. Since February 2007, Ron has held the position of "New Media Evangelist," responsible for helping a Fortune 1000 company adopt New Media technologies.
12:30 p.m. – 1:30 p.m. Meet the Media Luncheon
Emerging Opportunities and Media Relations Implications
Maximize the synergy between social media and traditional media relations. Discover how journalists are using new media and how this evolution is affecting their relationship with public relations professionals. Panel moderated by Eric Schwartzman, host of the popular PRSA Meet the Media teleseminar series. About the Speakers
J.D Biersdorfer is the author of “iPod: The Missing Manual” and “The iPod Shuffle Fan Book,” and is co-author of “The Internet: The Missing Manual” and the second edition of “Google: The Missing Manual.” She has been writing the weekly computer Q&A column for the Circuits section of The New York Times since 1998. She currently co-hosts the weekly NYT Tech Talk podcast and has written for Rolling Stone, The New York Times Book Review and the AIGA Journal of Graphic Design. Betsy Alexander, former senior producer at the “Today Show” is vice president, iVillage/”Today Show” integration. Stephen Baker began covering technology for BusinessWeek as Paris-based European correspondent 1998. He came to New York in 2002 as acting senior editor for info tech, and is now a senior writer. Before technology, Baker was a bureau chief in Pittsburgh and Mexico City. Previously, he worked at newspapers in El Paso, Texas, Ludlow, Vermont, and Caracas, Venezuela. Richard Wilner has been the Sunday Business Editor for the New York Post since July 2005, during which time he has beefed up coverage of Wall Street and the media, advertising and retail sectors. Chris Kaufman for the past three years, has overseen the migration of alert-writing operations from New York City to Bangalore. This posed big technical and editorial challenges, involving issues of latency and language. With the transition more-or-less complete, Chris now edits the Reuters M&A blog “DealZone”, and is working on production of an interactive calendar of news events. 1:30 p.m. – 1:45 p.m. Exhibits Break 1:45 p.m. – 2:45 p.m. SEO for News Content
Increasing numbers of journalists are using search on a daily basis to research stories and find subject matter experts. There is a variety of ways to optimize news content including: press releases, online newsrooms, past media coverage and social media to optimize news content, making it easier for bloggers and the media to find your stories online. Understand level setting SEO and social media fundamentals, and be able to identify the changes in journalist’s "research" behaviors involving the use of search engines, social media and the importance of online newsrooms. About the Speaker 
Lee Odden, CEO of TopRank® Online Marketing, a Minneapolis, Minnesota search marketing agency that integrates natural search optimization with social media marketing and new media public relations to help clients increase sales and brand visibility online. Lee is also the author of the popular Online Marketing Blog.
2:45 p.m. – 3:00 p.m. Break
3:00 p.m. – 4:00 p.m. Breakout Sessions How a Little SEO Can Go the Wrong Way or a Long Way
For some companies, search engine optimization (SEO) can be the difference between success and failure. Learn how a little Internet startup employed SEO best practices and a blogging strategy to achieve links from bloggers, national media coverage, and most importantly top Google rankings on highly relevant, competitive and valuable keywords (example: #2 on “jeans” in Google). Understand why PR professionals are uniquely suited to tap into some of that search engine marketing budget. About the Speaker 
Stephen Turcotte is president and founder of Backbone Media Inc., and Scout Blogging Services. He is an author, lecturer and bona fide expert on how organizations can leverage the benefits of SEO and social media participation.
10 Actions You Can Take Back and Use Immediately
Improve your SEO and SEM results while identifying traps to avoid that can harm your results, or blow your budget. Learn how to watch Google, use A/B testing, and the value of links in a successful campaign.
About the Speaker 
John Wall marketing manager at AccuRev, the leader in software configuration management (SCM) for distributed and parallel software development teams. John co-hosts Marketing Over Coffee, a 20-minute podcast, with Christopher S. Penn. Covering both classic and new marketing, this show has been growing rapidly since early 2007 and is currently sponsored by MarketingProfs. John also produces “The M Show,” a weekly podcast on news, talk and entertainment. The show has a business and technology slant, and has been profiled by CBS Evening News, The Associated Press, NECN, The Boston Globe, Boston Herald, and the Yahoo! 2005 Year in Review. 4:00 p.m. – 4:15 p.m. Break 4:15 p.m. – 5:00 p.m. Strategic Recap Strategic Recap
Eric Schwartzman and Spencer Ante discuss how to optimize the right tools at the right time for a successful equilibrium between traditional and new media. About the Speakers: 
Eric Schwartzman, the former director of promotions at Rogers & Cowan, established Schwartzman & Associates, Inc., in 1999 to offer technology, media and entertainment clients a full range of public relations services with an emphasis on integrating the Web into every aspect of media, community, analyst and industry relations. Schwartzman is also the founder and president of iPressroom, which helps organizations extend the impact of their public relations, corporate communications and marketing programs through easy-to-use, dynamic communications software tools and services. In addition to his public relations duties, Schwartzman edits the blog, Spinfluencer, about how public relations, the news media and emerging technologies influence perception and shape popular opinion. He also hosts the award-winning podcast, "On the Record...Online." 
Spencer E. Ante is the computers department editor for BusinessWeek. Previously, Ante was Internet department editor. Before joining BusinessWeek in February 2000 he was a staff reporter for TheStreet.com. Prior to that, he was a contributing writer at Wired News, a columnist for Business 2.0, and a producer for the Netscape NetCenter. Ante was also an associate editor at The Web magazine and an editor and reporter for PC World Online. His book, “Creative Capital” will be published by Harvard Business Press in April 2008. Book signing immediately following.
5:00 p.m. – 7:00 p.m. Reception
Join colleagues for a networking reception at the hotel, immediately following today’s Strategic Recap.
Schedule for Tuesday, June 10 8:00 a.m. – 8:30 a.m. Breakfast 8:30 a.m. – 9:30 a.m. Keynote Media: The Digital Intersection
Uncover the challenges associated with the mainstream media's online migration as conventional print, radio and television news media try to adapt their formats to the Web. Ascertain how social media platforms, YouTube, MySpace and Face Book redefine popular culture. About the Speaker 
David Carr writes the column “The Media Equation” for the Monday Business section of the New York Times that focuses on media issues including print, digital, film, radio and television. He also works as a general assignment reporter in the Culture section of The New York Times covering all aspects of popular culture.
9:30 a.m. – 10:30 a.m.
Going Online to Find New Influencers
Many PR pros are interested in engaging with the new class of online influencers who use blogs, video, social networks and other services to talk about products and companies. But finding these people can be a daunting task. In this demonstration, Paul Gillin shares the secrets of using free online tools to find influencers who don't show up in standard Google searches. About the Speaker 
Paul Gillin, author of "The New Influencers," has been reporting on the impacts of technology and media for 25 years. Before focusing full-time on social media, he was the founding editor-in-chief of TechTarget, one of the most successful new media entities to emerge on the Internet. Previously, he was editor-in-chief of Computerworld. He now advises marketing executives and CEOs on how to turn the new social media to their advantage.
10:30 a.m. – 10:45 a.m. Break
10:45 a.m. – 11:45 a.m. Not All Blogs Are Created Equal
With the explosive growth of the social media, it is paramount for the public relations professional to define criteria and identify the most relevant social media outlets. The ability to properly target the truly influential blogs and other platforms make it feasible to set priorities, manage one’s time and to seek out and engage with the right social media in the right ways and at the right times. Sponsored by 
About the Speakers
Heidi Sullivan, director electronic media, Cision US, Inc. As Director of Electronic Media, Heidi oversees all research of Internet and Broadcast media. Heidi joined Cision, formerly known as Bacon’s Information, in 2004. Jay Krall, manager of Internet Media Research, Cision US, Inc. In his capacity as manager, Jay is responsible for the development and maintenance of the online media segment of Cision’s media database.
Jason Falls, account manager at Doe Anderson, and author of the Social Media Explorer blog. 11:45 a.m. – 12:15 p.m. Break 12:15 p.m. – 1:30 p.m. Luncheon Presentation Play to Win with Social Media
The Prilosec OTC “Winning Play Giveaway” Sweepstakes was a cost-effective, creative promotion centered on giving away eight Super Bowl tickets on behalf of the frequent heartburn medication Prilosec OTC, marketed by Procter & Gamble. Within a one month timeframe, Manning Selvage & Lee led multiple partner agencies in developing a social media (blogger) campaign involving an online sweepstakes with an instant-win component. This program stood out as the first trial of social media for the Prilosec OTC brand, and it was driven solely by public relations. This campaign garnered high-impact results at a fraction of the cost of a traditional media program. About the Speaker Ken Zinn, interactive brand manager at Procter & Gamble (P&G) for the over-the-counter heartburn medication Prilosec OTC®. During his 10+ years at P&G, Ken has led the interactive marketing efforts on behalf of four primary product categories within P&G’s $10 billion Health Care division. Prior to joining P&G, Ken was a software engineer at Lexis-Nexis for eight years, where he led marketing and technical development of retail software packages. David Binkowski, senior vice president of Word-of-Mouth Marketing at MS&L and co-chairs the Blogger Relations Council for the Word of Mouth Marketing Association (WOMMA). David spearheaded the firm's Word-of-Mouth Marketing division, leading more than 200 campaigns representing 60 international and national brands for corporations including Novartis, Eli Lilly and Company, sanofi-aventis, Philips, Best Buy, GM, P&G and General Mills. 1:30 p.m. – 2:00 p.m. Break 2:00 p.m. – 3:00 p.m. Breakout Sessions Staying Afloat in a Sea of Social Media
It is critical to understand how to monitor the ongoing communications on a consistent basis for intelligent participation in conversations. Effectively track and evaluate conversations in the social media sphere and discover how the right balance is struck between the management of social media and traditional media. Sponsored by
About the Speakers 
KC Brown, senior vice president, client development, Cision US, Inc. As Senior Vice President of Client Development, K.C. Brown is in charge of maintaining and growing the business relationship with all of Cision’s clients in the United States. Previously, he was a Senior Vice President in Cision’s evaluation and research-based consulting arm, Delahaye, where he managed the Research and Advisory Services Group. While there he led many of the firm’s methodological and technological innovations and founded the Delahaye Index (now known as the Cision Index).
Norm Clements, senior vice president, international operations, Cision US, Inc. Norman Clements oversees Cision’s global media analysis operations. He has more than thirty years of experience in journalism, consulting and public relations. Norman is a frequent speaker and contributor to a broad range of public relations-related associations and organizations.
Cision client will provide a perspective. 3:00 p.m. – 3:15 p.m. Break 3:15 p.m. – 4:00 p.m. Breakout Sessions The Social Media Impact Measurement Challenge
Leaders in social media are developing new tools to quantify and measure the impact of social media on corporate performance metrics ranging from sales to profitability to shareholder value. Communications Consulting Worldwide (CCW) demonstrates how to address the social media impact measurement challenge, including client case histories. About the Speaker 
Peter Verrengia, president & senior partner, CCW. Peter J. Verrengia serves as president and senior partner of Communications Consulting Worldwide (CCW), the multidisciplinary global consulting business within Fleishman-Hillard. Verrengia consults on corporate reputation and financial communication, positioning and message development, crisis response, litigation support and issues programs.
Frozen Peas
A suggestion via Twitter for donating the equivalent of the cost of two bags of frozen peas to cancer research led to Connie Reece stepping into the picture with the formation of the Frozen Pea Fund, a fundraising effort for breast cancer research and programs through the American Cancer Society. Discover how the power of Twitter and a heart-warming story spoke to the masses.
About the Speaker  Connie Reece is the founder of Social Media Club Austin. A communications professional with more than three decades of writing and speaking experience, Connie is a conversational marketing specialist involved in the research and implementation of emerging media. Connie’s expertise as a conversational writer and her facility for quickly mastering new tools and technologies keep her in demand as a social media consultant. Through her company, Every Dot Connects, Connie helps businesses learn to speak with an authentic voice and to participate in a dialogue with customers and constituents.
4:00 p.m. – 4:15 p.m. Break 4:15 p.m. – 5:00 p.m. Strategic Recap Strategic Recap
Eric Schwartzman and Eric Rabe discuss the importance of a social media strategy and the role wireless and mobile technologies will play in the future of organizational comunications. About the Speaker Eric Rabe, vice president, media relations, directs corporate media relations for Verizon and serves as strategic public relations counsel to Verizon senior management. He is Verizon’s principal spokesperson on the company's telecommunications business. He is responsible for strategy, planning and execution of communications regarding Verizon’s advanced fiber optic network deployment, network operations, long distance business, local competition and regulatory issu
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Conference co-presented by Cision, The Public Relations Society of America, and Medialink Use the Calendar of Events to register for additional PRSA events. | 
