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Your Society
at Work

Monday, November 9, 2009 3:45 p.m. - 5:00 p.m.

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Track 1: Innovative Strategies

Social Media and the PR (R)evolution: It’s Not Just PR Anymore
Deirdre Breakenridge, president and director of communications,PFS Marketwyse, author of “Putting the Public Back in Public Relations”
Juliette Powell, co-founder, The Gathering Think Tank, author of “33 Million People in the Room”
Ariel Hyatt, founder, Ariel Publicity & Cyber PR, author of “Music Success in Nine Weeks”
Joseph Jaffe, president, Crayon, author of “Join the Conversation”
Drapeau, Director of Innovative Social Engagement, Microsoft

Your company is willing to embrace social media. Now how do you move your organization to the next social media plateau? This diverse panel of experts will speak to all the moving parts that make up a successful integrated social media campaign, including planning, communication channels, best practice execution, monitoring and easurement, and the changing roles of the communication professional. Pose questions and concerns regarding your social media efforts, including how to encourage your organization's executives to further invest in PR 2.0 and social media strategies.

Communicating with Diverse and Emerging Communities
Rebecca Feaster, president, Feaster and Associates

As a communicator, you may sometimes be the default demographic expert for your organization, responsible for crafting a compelling message that will resonate with people from different countries and generations. Regardless of where we work, our communities today are more diverse than they were 25 years ago, and will be even more diverse in the future. This session will help communicators think about the different cultures and generations that we tell our story to, and will help communicators understand the nuances of working with different generations and diverse ethnic groups, leading to greater mutual understanding.


Track 2: Effective Tactics & Techniques

Persuasive Media Relations: The Key to Reaching All Your Publics
Johna Burke, vice president, BurrellesLuce
Rebecca Rose-Markarian, APR, director, audience engagement, The Buddy Group

A carefully conceived and executed media relations program is essential to generating coverage of your organization's story in both the traditional and new media.Join the discussion about the media challenges inherent in this tech-driven world, and examine a case study that reveals the facets of effective media-relations development and implementation.

Track 3: Specialization & Practice Areas

Sponsored by: Counselors Academy
How to Tackle the Three Toughest Issues Facing PR Counselors Today
Sydney Ayers, APR, president and CEO, Ayers Public Relations
Joel Curran, APR, senior vice president and managing director, Manning Selvage & Lee
Tom Gable, APR, Fellow PRSA, founder and CEO, Gable PR

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What are the most gut-wrenching, wake-up-in-the-middle-of-the-night challenges agencies are confronting today? How are they addressing them? Join in a candid dialogue concerning the results of a Counselors Academy survey conducted by SAGE Counselors. Come prepared to share your own best practices, brilliant ideas and biggest mistakes, and to discuss traditional media, mastering social media and the economy. Walk away with confidence that these issues can be successfully addressed, and with a minimum of three actionable, profit-generating ideas.


Sponsored by: Educators Academy
Publish or Perish: Tips on Starting Your Scholarly Research Agenda
Moderator: Deborah Ann Worley, Ph.D., APR, professor of communications, Indiana State University
Jeanette Drake, Ph.D., APR, Fellow PRSA, chair and associate professor of communication, The University of Findlay.
Suzanne Fitzgerald, Ph.D., APR, Fellow PRSA, professor and chair, department of public relations and advertising, Rowan University
Tina McCorkindale, Ph.D., assistant professor of communications, California State Polytechnic University at Pomona
Terri Johnson, ABC, APR, associate professor of journalism, Eastern Illinois University

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The transition from practitioner to faculty can be surprisingly daunting. Too often, the ideal job candidate has a blend of professional experience and an academic background, but no scholarly publication record. If you're new faculty or an individual with a doctorate, this panel discussion provides a revealing look at the path to academic success. Gain a wealth of knowledge about how to develop a research plan, finding and publishing in appropriate peer-reviewed journals, and navigating the academic journal submission and review process.

Sponsored by: Environmental Section
Creating a Clear Voice for Green Communications
Judith Webb, APR, principal, J. Webb PR

Just how "green" literate are you? Does your language extend beyond the all-tootypical "greenwash" and "green fatigue"? Entering the sustainable conversation in a credible manner requires knowledge of sustainable principles, industry and competitor positions, and regulatory considerations. Learn what to say and how to say it using USGBC and others as examples. Relate your client's situation to broader sustainable issues, and learn how to illustrate the value of transparency to reputation management.


Sponsored by: Entertainment and Sports Section
Celebrities as Brands: How to Work With Celebrities and Talent; Where Celebrity Media and Culture Is Headed in 2010
Rita Tateel, founder and president, The Celebrity Source, Inc.
Rachel McAllister, president, MPRM
Lynda Dorf, vice president, corporate communications, Dick Clark Productions
Jessica Herndon, writer-reporter, People

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Award shows, charity events, product placement — more than ever, celebrities are being used to sell products and brands. Three executives who work with actors, athletes and entertainers examine where the celebrity-driven media is going. Discuss what the celebrity and brand get out of the relationship, and how an event controls the media with "A" list talent attending. Also learn how to protect and promote your client in the current environment.

Sponsored by: Travel & Tourism Section
Strategic PR for Travel/Hospitality Industry
Karen Gee-McAuley, executive vice president, BLAZE
Craig Rexroad, president, BLAZE

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In the hospitality industry, success is no easy feat. Creating and maintaining a trusted and sought-after brand is more difficult today as the industry continues to face declining sales and revenue while meeting consumers’ present-day cost, value and service expectations. How can public relations professionals ensure that their hospitality and travel clients and employers are seen in the right light — and by the right customer? How can public relations continue to add value in the face of an economic downturn? Learn how to avoid the three biggest public relations mistakes businesses make, and discover the steps to identify and solve barriers to success.

Track 4: The Business Case for Public Relations

From ROI to KPI: Practical Solutions to Measurement Conundrums
Shonali Burke, ABC, consulting principal

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We've started to set standards for public relations and communications measurement that pass muster when compared to other business metrics — standards that are slowly becoming acknowledged and implemented industry-wide. Yet how do you measure social media, let alone traditional media? Learn how to go from measurement novice to maven, how to incorporate measurable objectives into a communication plan and how to connect public relations outcomes to business objectives to demonstrate true value.

Kleenex — Let It Out: The Movie
Erin S. Weinberg, managing partner, Taylor

How does a well-known and respected brand elevate consumer perception to well-known and loved — using only public relations strategies and tactics? Discover how a unique 40-minute documentary, "let it out®: the movie," broke through the traditionally cluttered space of the 2008 Olympic Games, and resulted in hundreds of thousands of people viewing the movie trailer and film, and media coverage in excess of 300,000,000 impressions. Walk away with an understanding of how to recreate an existing platform to support your brand initiatives.


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