Looking for an additional way to enhance your skills? These programs are designed to provide you with in-depth information, strategies and techniques. Each hands-on seminar involves you in specially designed discussions, exercises and projects that have immediate application to your public relations practice.

Attendance is limited. Pre-Conference Seminars are optional and are not included in the International Conference registration fee. Please consult the enclosed Registration Form for fee information. Conference speakers, sessions and events are subject to change without notice.

Educators Academy Research Roundtables and Poster Session
Award Sponsors: Betsy Plank; Educators Academy

Roundtable 4:00 p.m. - 6:00 p.m.
No Fee

Faculty, student winners and runners-up engage in a lively discussion of this peer-reviewed paper competition. Each presenter will lead a 15-minute dialogue on his or her research. Best practices in teaching public relations will be presented in a teacher-to-teacher and teacher-to-practitioner format. What’s “hot” in public relations learning and ways to share ideas for the classroom will also be discussed.

Accreditation Power Play: The How-To of Accreditation

Full-day Seminar 8:30 a.m. - 4:00 p.m.
Includes lunch
Fee: $75.00

Instructor(s):
Robert Saline, APR, president and CEO, PRWorks, Inc.
Deborah Saline, APR, Fellow PRSA, COO, PRWorks, Inc.

Know what is expected, get organized, study the right materials and follow the right process — this is the best way to earn the APR credential. The Accreditation Power Play answers your “How do I…?” questions. Come ready to listen, take notes, ask questions and get started in an intense, one-day session that provides:

• The details of the application process, from filling in the forms, preparing your portfolio and managing your Readiness Review to taking the Examination.
• A personalized checklist to evaluate your expertise in the “family of 10 KSAs” (Knowledge, Skills and Abilities).
• The inspiration to get started on your APR track.

APR Examination Preparation

Bully Pulpits: Presentation Tips and Techniques

Full-day Seminar 8:30 a.m. - 4:00 p.m.
Includes lunch
Fee: $465.00

Instructor(s):
TJ Walker, president and owner, Media Training Worldwide

How do you get your message across succinctly and effectively? This insightful workshop presents brief directives, interactive videotaping and critique methodologies that instill new communication skills that become part of your “everyday” life.

In this interactive workshop, you will learn:

• To employ techniques to effectively communicate.
• How to teach others to employ these methods to better their communication skills.
• The same techniques used by the instructor in private sessions with world leaders.

How to Provide Strategic Advice to Management During Tough, Touchy, Sensitive Situations

Full-day Seminar 8:30 a.m. - 4:00 p.m.
Includes lunch
Fee: $465.00

Instructor(s):
James E. Lukaszewski, APR, Fellow PRSA, ABC, CCEP, CEO, The Lukaszewski Group Inc.

In times of crisis, trusted advisors and counselors must be the “calm” during the storm. Debate, discuss and explore a series of communication management problems and resolution strategies designed to build their ability to counsel senior managers during difficult situations.

In this interactive workshop, you will explore:

• Communication problems that affect management and advisors during a crisis.
• Proven strategies that solidify your ability to counsel senior managers.

Management & Leadership

New Media Communications Bootcamp: Learn How to Integrate New Technology for Maximum Results
(SOLD OUT)

Full-day Seminar 8:30 a.m. - 4:00 p.m.
Includes lunch
Fee: $465.00

Instructor(s):
Eric Schwartzman, managing director, Schwartzman & Associates and founder and chairman, iPressroom

Blogs, podcasts, vidcasts, RSS, Technorati, del.icio.us, MySpace — through a series of lectures, live demonstrations and exercises, case study presentations and discussions, learn how to integrate these channels into mainstream public relations practices. Also learn how to use popular Web 2.0 tools and services to get the job done.

In this seminar, you will cover:

Pitching Secrets of the Pros: Tips and Tactics to Double Your Press Coverage

Full-day Seminar 8:30 a.m. - 4:00 p.m.
Includes lunch
Fee: $465.00

Instructor(s):
Margo Mateas, president, Public Relations Training Company

Media relations is an important aspect of public relations and communications. Examine dozens of tried-and-true techniques for pitching the media that will help gain increased coverage and increased confidence in your pitch ability. These methods have been used for many years to secure national, regional and local coverage, and have been statistically proven to increase coverage substantially.

By attending this session, you will learn how to:

• Develop a strong story angle.
• Prepare a 10-second pitch.
• Secure additional news and feature coverage.

Media Relations

Writing That Sells — Products, Services and Ideas: Achieve Maximum Impact With Your Messages

Full-day Seminar 8:30 a.m. - 4:00 p.m.
Includes lunch
Fee: $465.00

Instructor(s):
Ann Wylie, president, Wylie Communications, Inc.

Readers are becoming harder than ever to reach — let alone persuade. Learn techniques for writing compelling pieces that paint pictures in readers’ minds, so they read more closely, understand your messages faster and remember them longer. Attendees should bring an unfinished writing project to this seminar.

This interactive workshop teaches you how to:

• Think like a reader or reporter.
• Cut through the clutter.
• Avoid buzzword backlash: a system for translating jargon, lingo and gibberish.
• Write the way you speak.

Writing

Measuring the Success of Your Communications: Does Public Relations Pay?

Full-day Seminar 8:30 a.m. - 4:00 p.m.
Includes lunch
Fee: $465.00

Instructor(s):
Angela D. Sinickas, ABC, president, Sinickas Communications, Inc.

How do you measure communication input and outcome? Through continual give-and-take and hands-on exercises, this seminar focuses on applying a new way of planning measurable communications to participants’ own current projects. Techniques include many that cost nothing, require no permission and take very little time.

In this interactive seminar, you will learn:

• How to plan communication in a measurable way that ties in with organizational goals.
• Specific questions to ask in measuring messages, channels and outcomes.
• How to conduct interviews, focus groups and surveys for maximum value.

Communications Planning & Evaluation

Learning to Teach: Make the Transition from Professional Practice to the Classroom

Half-day Seminar 8:00 a.m. - 12:00 p.m.
Does not include lunch
Fee: $300.00

Instructor(s):
Barbara DeSanto, Ed.D., APR, Fellow PRSA, professor and chair, Department of Mass Media, Washburn University
Susan Gonders, Ed.D., professor, Southern Missouri State University
Michael Parkinson, Ph.D., J.D., APR, professor, Texas Tech University
Robert Pritchard, APR, Fellow PRSA, Associate Professor, Ball State University and Captain, U.S. Navy (ret.)
Robert Pritchard, APR, Fellow PRSA, Associate Professor, Ball State University and Captain, U.S. Navy (ret.)
Robert Pritchard, APR, Fellow PRSA, Associate Professor, Ball State University and Captain, U.S. Navy (ret.)

Thinking of making a full-time transition from professional practice into the classroom? Get valuable insight and guidance from this seminar based on Sallot and DeSanto’s public relations education resource book Learning to Teach (3rd edition).

The panel will discuss:

• The academic credentials necessary for different teaching situations (and how to earn them).
• The role of an educator.
• How to find part-time and full-time teaching positions.
• How to navigate the classroom, and moving through the teaching ranks.

Sponsored by the Educators Academy

Teaching

The Communication Effectiveness Study (CES): The Objectives and Process

Half-day Seminar 8:00 a.m. - 12:00 p.m.
Does not include lunch
Fee: $300.00

Instructor(s):
Peter H. Hollister, APR, Fellow PRSA,CPRC, principal & counsel, Hollister, Trubow & Associate
Patricia A. Trubow, APR, Fellow PRSA, CPRC, principal & counsel, Hollister, Trubow & Associates
J.D. Rayburn, Ph.D., APR, Fellow PRSA, CPRC, associate professor, Florida State University

Why and when is a CES done? What are the steps of the process? Using several case studies, presenters will outline a CES, from scope to surveys and analyses. Walk away with a complete understanding of what is learned from different methodologies and what you can expect from the process.

This presentation discusses:

• Setting the scope and objectives for a CES.
• How to conduct in-depth interviews, focus groups, surveys and material reviews.
• Media and competition analyses and evaluation of the public relations function.

Communications Planning & Evaluation