Monday, November 9, 2009 10:15 a.m. - 11:30 a.m.
Social Media: Learn From the Armed Forces and Associations How to Leverage Technology to Meet Strategic Communication Goals During a Down-Sized EconomyAl Krueger, president, Comet Branding
Larry Clavette, director of Air Force Public Affairs Agency
Colonel Rudy Burwell, director, Army Reserve Communications, Army Reserve
What’s the Future of Communications?Maria Darby, vice president, Booz Allen Hamilton
Barack Obama: A Case Study in Public Relations and the Citizens’ CampaignMichael Smith, CEO and founder, Michael Smith Business Development; executive vice president, client services, Nielsen Neurofocus Research
People Are the Killer App: How to Grow Word-of-Mouth Movements With Your Brand FansGeno Church, word-of-mouth inspiration officer, Brains on Fire
Help Google Find Your Releases: Top 10 Search Engine Optimization Tactics for Public Relations ProfessionalsLee Odden, CEO, TopRank Online Marketing
Nine out of 10 journalists, reporters and editors use search engines to do their jobs, according to a recent survey by TopRank Online Marketing. In this environment, public relations professionals must understand the ins and outs of search engine optimization (SEO). Find out how to choose the best key words, optimize your newsroom and press releases, build better links and sell SEO to decision makers. Plus, you'll learn the No. 1 SEO tactic to implement today.
Sponsored by: Corporate Social Responsibilty Section
Sustainability and CSR: Is Your Company Communicating the Right Thing?Moderator: Joe Sibilia, founder and CEO, CSRwire
Pamela Bonney, director, Government & Corporate Affairs, HP
Lynnette McIntire, director, Corporate Reputation Management, UPS
David Constable, corporate vice president, Energy, Environment, Safety & Health, Lockheed Martin
Learn how four large, publicly visible companies communicate to their publics about CSR, sustainability and green initiatives and see how your organization compares. Are you using the right language or have the concepts behind the terms changed? Hear company representatives’ insights about the role of social networking and whether it’s even more important for CSR initiatives than other areas. Also learn how they respond to critics and the challenges they have in their efforts to do the right thing.
Sponsored by: Health Academy
Sphere of Influence of Key Opinion Leaders in Health Care Social MediaKyung Han, partner, EmPower Research LLC
Rachelle Spero, senior vice president, digital media practice, Cohn & Wolfe
Building a Case for Public RelationsMaryLee Sachs, Chairman, U.S., Hill & Knowlton, Inc.
Robert T. Hastings, former assistant secretary of defense for public affairs
Michael G. Cherenson, APR, PRSA chair & CEO, executive vice president, Success Communications Group
Michael L. McDougall, APR, vice president, corporate communications and public affairs, Bausch & Lomb
David Rockland, APR, partner and managing director, Global Research and Interactive Communications, Ketchum
Arthur Yann, vice president, Public Relations, PRSA
When someone asks, "What do you do for a living?" can you explain it clearly and concisely? Are you frustrated by references that equate public relations to publicity? Do you correct those who refer to our craft as "spin," our professionals as "flacks," and our currency as "misrepresentation" and "disinformation"? More so than ever before, the perception and comprehension of public relations are suffering. At the same time, public relations is more vital than ever before, given the explosion of consumer engagement through new and social media, the collapse of reputation and trust in major institutions, and the evolving needs and concerns of corporate CEOs. To foster more accurate and better-informed internal and external perceptions of public relations' roles, outcomes and value, PRSA is spearheading "The Business Case for Public Relations," an industry advocacy campaign aimed at changing attitudes and driving industry acceptance and growth. Hear from some of the industry leaders responsible for helping PRSA shape this campaign discuss its relevance, importance, and benefits to the public relations profession and professional, and how you can get involved.
Public Relations Research Showcase Presentations
Expect lively dialogue at these roundtables. Discussions change every 15 minutes, covering the most popular papers presented at the International Public Relations Research Conference held yearly in Miami, Fla.:
Moderator: Don W. Stacks, Ph.D., professor, University of Miami
Role modeling in public relations: The influence of role models on practitioner beliefs about excellent leadership
Maximizing applied and academic research outcomes: A case study in public relations and public health collaboration
Public relations professionals use of social media: Creating and transfers of social capital
Doing measurement right: One organization's experience creating a best-in-class measurement program from scratch
Identity vs. survival: Communicating with employees while adjusting to the changing business environment
An analysis of the increasing impact of social and other new media on public relations practice