Pre-Conference Seminars
Saturday, October 25, 2008

Back by Popular Demand!
Looking for an additional way to enhance your skills? Each hands-on seminar involves you in specially designed discussions, exercises and projects that have immediate application.
Attendance is limited. Pre-Conference Seminars are optional and are not included in the International Conference registration fee.

Saturday, October 25
Full-Day Seminars: 8:30 a.m. - 4:30 a.m.

Accreditation Power Play: The How-To of Accreditation
Fee: US$75.00 per person.
Box lunch Included
 
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 out forms, preparing your portfolio and managing your Readiness Review to taking the Examination for Accreditation in Public Relations.
  • 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.
instructors:
Bob Saline, CEO, PRworks
Deborah Steele Saline, APR, Fellow PRSA, COO, PRworks
APR Examination Preparation
How to Provide Strategic Advice to Management During Tough, Touchy, Sensitive Situations
Fee: US$465.00 per person.
Box lunch Included
 
In times of crisis, trusted advisers and counselors must be the “calm” during the storm. Debate, discuss and explore a series of communication management problems and resolution strategies designed to strengthen your ability to counsel senior managers during difficult situations.
In this interactive workshop, you will explore:
  • Communication problems that affect management and advisers during a crisis.
  • Proven strategies that solidify your ability to counsel senior managers..
instructor:
James Lukaszewski, APR, Fellow PRSA, ABC, CCEP, CEO, The Lukaszewski Group
Management & Leadership
Measuring the Success of Your Communications:
Does Public Relations Pay?
Fee: US$465.00 per person.
Box lunch Included
 
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.
instructor:
Angela  Sinickas, ABC, president, Sinickas Communications
Communications Planning & Measurement
New Communications Workshop:
Learn How to Integrate New Technology for Maximum Results
Fee: US$465.00 per person.
Box lunch Included
 
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 workshop, you will learn:
  • Blogging — when to comment, when to listen..
  • Social networking and MySpace.
  • Podcasts, webcasts and vidcasts in online pressrooms.
  • The importance of authenticity when joining an online conversation.
  • The basics of search engine optimization (SEO).
  • The process of matching new media initiatives to objectives.
  • The tangible benefits of engaging consumers via social media.
instructor:
Eric Schwartzman, founder and chairman, iPressroom
New/Social Media
Pitching Secrets of the Pros:
Tips and Tactics to Double Your Press Coverage
Fee: US$465.00 per person.
Box lunch Included
 
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.
instructor:
Margo Mateas, president, Public Relations Training Company
Media Relations

Saturday, October 25
Half-Day Seminars: 12:00 p.m. - 4:00 p.m.

Learning to Teach:
Make the Transition From Professional Practice to the Classroom
Fee: US$300.00 per person.
 
Public relations practitioners are wanted to bring their experience into the classroom. One of about 100 full-time or part-time positions currently open can be yours if you know the ins and outs of higher education. As part of the PRSA Educators Academy’s Learning To Teach initiative, this workshop has been designed for those interested in transitioning into academe.
Attendees will receive a copy of the “Learning to Teach” book or CD. Registration required.
Part I: Options and Expectations
Susan Gonders, Ed.D., professor, Southeast Missouri State University
Part II: Finding a Position
Lisa Fall, Ph.D., APR, professor, University of Tennessee
Part III: Getting Started
Robert Pritchard, APR, Fellow PRSA, professor, Ball State University
The National Incident Management System (NIMS) Training Session at the Selfridge Air National Guard Base
Fee: US$305.00 per person.
 
Most emergencies and events are handled locally, but major incidents may require additional assistance. The National Incident Management System (NIMS) was developed so responders from various jurisdictions can work together in response to natural disasters, emergencies or large events.
Includes lunch, seminar materials and transportation to Selfridge Air National Guard Base from the Conference hotel.
Moderators:
Penelope Carroll, public affairs officer, 127th Wing of the Michigan Air National Guard
Presenters:
Phil Frame, director, Macomb County Office of Public Affairs
Lauri-Ellen Smith, APR, special assistant to the sheriff, Jacksonville, Fla.
Joseph Trahan, III, Ph.D. , APR, Fellow PRSA, president & CEO, Trahan & Associates
Crisis Communications

Saturday, October 25
Half-Day Seminars: 1:00 p.m. - 5:00 p.m.

Building Integrated Social Media Campaigns:
How to Leverage New Media in Existing Communication Plans
Fee: US$300.00 per person.
 
Social media is often approached as a discipline quite distinct from traditional public relations and marketing. A shift in strategy is required to effectively engage in social media, yet it shouldn‚’t be considered in isolation from the strategic communications or marketing plan. This three-step process will allow you to include social media tactics as you research, plan, implement and measure your overall communications strategy. Learn how to appropriately engage online communities and create programs that are designed to find the alignment between organizational and constituent goals.
  • Learn to incorporate social media into your overall strategic communications plan.
  • Leave with the resources to start engaging in social media immediately. .
instructor:
Kami Watson Huyse, APR, principal, My PR Pro
New/Social Media
Optimizing Content for Optimum Search Results:
Search Engine Optimization for News
Fee: US$300.00 per person.
 
Journalists use Web-based searches on a daily basis to research stories, find subject matter experts and track conversations on topics of interest. Online content can be optimized not only for standard search engines, but for blog and news searches as well. There are a variety of ways to optimize news content — press releases, online newsrooms, past media coverage and social media — which can make it easier for bloggers and the media to find it.
This half-day seminar will cover SEO fundamentals, Web analytics, optimization and more:
  • Learn about SEO and journalists’ online research behaviors.
  • New content optimization examples and instruction will include press release optimization, newsroom optimization and blog optimization.
  • Study a module on analytics offering strategies and tactics for measuring and reporting the effect of attendee news SEO efforts.
instructor:
Lee Odden, president, TopRank Online Marketing
SEO
The Communication Effectiveness Study (CES) — Testing Points of Connection
Fee: US$300.00 per person.
 
Discover why and when a CES is conducted, the steps of the process, what will be learned and what is studied. Using actual case studies, presenters will outline a CES, including setting scope and objectives, and explain how depth interviews, focus groups, different surveys, material reviews, media and competition analyses are used to evaluate the PR function.
  • The purpose and procedures of a communication effectiveness study.
  • The steps in conducting a CES, including knowing what to expect to learn from it and how to maximize the productivity of the consulting relationship.
  • How to apply the results of a CES to structure change and improve communication with primary and secondary audiences.
instructors:
Peter Hollister, principal and counsel, Hollister, Trubow & Associates
Jay Rayburn, Ph.D. , APR, Fellow PRSA, CPRC, associate professor and head of the public relations and advertising sequence, Florida State University
Patricia Trubow, APR, Fellow PRSA, CPRC, principal and counsel, Hollister, Trubow & Associates
Communications Planning & Measurement
Video and Social Media:
The Tools and Skills to Participate in the Revolution
Fee: US$300.00 per person.
 
Without the right tools or skills, you simply can’t make your mark in the social media video revolution. From lighting and sound to movement and message, what do you need to establish a powerful online presence? This hands-on workshop puts participants in front of and behind the camera as you learn how to create videos for the Web, whether it’s for YouTube or a corporate site. Opt to use supplied equipment or bring your laptop and any camera gear you already own.
  • Learn which tools to use to create videos for the Web.
  • Discuss rules to follow and those to break.
  • Learn what to look for through the lens of the camera.
  • Examine the extras needed for editing.
instructor:
Gerard Braud, president, Braud Communications
New/Social Media

Saturday, October 25
Roundtable Seminars: 4:00 p.m. - 6:00 p.m.

Educators Academy Research Roundtables and Poster Session
No fee.
 
Faculty, students 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-topractitioner format. What’s “hot” in public relations learning and ways to share ideas for the classroom will also be discussed.