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Your Society
at Work

Tuesday, November 10, 2009 9:30 a.m. - 10:45 a.m.

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Track 1: Innovative Strategies

I’ll Take the Corner Office: Strategies for Success in the Workplace for Millennials in PR
Ellen LaNicca Albanese, executive vice president, CRT/tanaka
Debbie Myers, executive vice president, general manager, CRT/tanaka
Kim Blake, senior account executive, CRT/tanaka

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Many call them entitled; some say they're spoiled. "Millennials" are the techsavvy generation born between 1980 and 2000. As 33,000 millennials enter the public relations industry each year, how do baby boomer bosses talk to this new generation? How do expectations vary by generation? What are the best strategies to recruit the best and brightest? Walk away with a detailed analysis of a proprietary, national survey of millennials in public relations. Also learn how to have the "Five Most Sensitive Millennial Conversations: Your Salary, Your Raise, Your Promotion, Your Position Within the Company and Paying Your Dues."

Track 2: Effective Tactics & Techniques

Sponsored by: New Professionals Section
View From the Top: How Young Talent Can Stand Out
Ron Culp, partner and managing director, Ketchum

How do you keep your boss informed of your successes (without being obnoxious)? How do you get help from management in reaching your goals? Learn what senior leaders of the public relations profession recommend in order for young practitioners to succeed. Get recommendations from top agency and corporate leaders, and hear from young professionals who are progressing well in their public relations careers.

Building Relationships with the Digerati
Kami Watson Huyse, APR, principal, My PR Pro
Matthew Henry, blogger, Childsplayx2
Jason Avant, blogger, Dad Centric
Fran Stephenson, director, corporate communications, Rackspace

How do you relate with online influencers — as media, enthusiasts, rock stars or all three? Join a lively discussion about companies who have successfully navigated online communities to connect with influencers and garner measurable results. Hear from the influencers themselves about what works and what doesn't in the online environment. Also learn how to pitch online influencers without getting flamed, and how to formulate winning strategies and tactics for the online space.

Don’t Be Controlled by the Conversation, CONTROL the Conversation: Today’s Aggressive PR Tactics
Michael Pranikoff, PR Newswire, director of emerging media
Becky Carroll, marketing faculty, UC San Diego Marketing

The blazing speed of communications and messaging today means that there is no room for reactionary communications. Discover why it's important to have an aggressive communications plan, what the key points are to staying focused,and how to be most effective with your communications to influence the conversation. Learn from examples of both successes and false steps.

Track 3: Specialization & Practice Areas

Sponsored by: Employee Communications Section
Ground Zero on the Financial Crisis: Internal Communications and the Collapse of WaMu
Karen Horn, founder, Horn Communication LLC

Get a firsthand look at the country's financial crisis from an executive who had a front row seat in the largest bank failure. Walk away with a model for employee communications during a company crisis or corporate disintegration. Hear personal and professional lessons related to the communications profession and the communicator's role in a corporation.

Sponsored by: Public Affairs and Government Section
The Joint Information Center (JIC) and Media Relations During Domestic Incidents
Trahan, President & CEO, Trahan & Associates
Lauri-Ellen Smith, APR, special assistant to the sheriff, Jacksonville, Florida Sheriff’s Office

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The National Incident Management System (NIMS) provides a nationwide template to enable all government, private-sector and NGO's to work together during domestic incidents. This enlightening presentation outlines the basic information and tools needed to apply the NIMS public information systems and protocols during incident management. Discover how to measure and evaluate the effectiveness of your crisis communication plan in this model. Also learn how to set up and lead a JIC, and perform as a public information officer.


Sponsored by: Counselors to Higher Education Session:
Strategically Social
Charlie Melichar, vice president, public relations and communications, Colgate University
Luanne Lawrence, vice president for university advancement, Oregon State University

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Just "doing" social media isn't enough. For institutional communication programs to really have an impact and thrive today, they need to be tied to an overall communications strategy. This panel of communicators will provide insights into their programs, showing off their cutting-edge programs and demonstrating how they are tied back to their institutions' goals.

Track 4: The Business Case for Public Relations

Way Beyond Research 101 — Better Engagement Through “Voice of the Stakeholder”
Henry J. DeVries, APR, marketing faculty, UC San Diego Marketing
Chris Stiehl, marketing faculty, UC San Diego Marketing

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How can you truly understand another person's pains and priorities? Can you really learn how to think like a stakeholder? Learn techniques that companies like Cisco, Palm and Johnson & Johnson are employing to organize data in the way stakeholders think. Understand how to conduct a dozen in-depth interviews that will yield more actionable information than facilitating sessions with 70 to 100 focus group participants. Through case studies, learn the five key listening techniques to understand the pain of the stakeholders. Walk away with a template you can use to create guides for stakeholder interviews.


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