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Your Society
at Work

Tuesday, November 10, 2009 11:15 a.m. - 12:30 p.m.

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Track 1: Innovative Strategies

Maximizing Social Media Strategies to Your Organization’s Benefit
Jack Holt, chief, Emerging Media
Lt. Jennifer Cragg, new media directorate, Office of the Assistant Secretary of Defense for Public Affairs
Brian Natwick, general manager, The Pentagon Channel and acting director,

How do you create effective strategic communication planning and utilize the best social media strategies and techniques for your organization? Gain valuable experience from the Department of Defense's lessons learned from their involvement in emerging media since 2006. Understand the importance of using specific social media tools and when, benefiting from social collaboration and understanding the value of networks.


Track 2: Effective Tactics & Techniques

Developing a Strategic Mindset: How to Become a Trusted, Strategic Advisor
James E. Lukaszewski, ABC, APR, Fellow PRSA, CCEP, chairman and president, The Lukaszewski Group, Inc.
Lukaszewski, Chairman and President, The Lukaszewski Group, Inc.

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Great stories. Fascinating examples. Learn from a master advisor the five imperatives of a trusted advisor and the four most important things to do in this position; analyze five flawed strategies; prepare to deliver on the nine things leaders expect; and understand and use the strategic tools that expand your value throughout the organization. Also understand the three kinds of management thinking: process, linear and strategic. Recognize when to apply each, and help your boss understand why your thinking is so different and extremely valuable.


What’s the ROI on Your Press Release?
Laura Sturaitis, senior vice president, media & product services, BusinessWire
Greg Jarboe, president, SEO-PR

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How do you know your press release delivers value? Are there ways to increase a press releases' ROI? Panelists discuss real live examples and techniques to get the most mileage for press releases, especially in the Web 2.0 world. Learn to work hand-in-hand with your Web team to see how visitors are getting to your site and moving through it. Also examine Web analytics for compiling, tracking and measuring activity deriving from the press release via the wires and elsewhere.

Track 3: Specialization & Practice Areas

Sponsored by: Multicultural Communications Section
The Evolution and the Future of Multicultural Communications
Bill Imada, chairman and CEO, IW Group, Inc
Dora O. Tovar, president, Tovar Public Relations
Keisha Brown, senior vice president/general manager,, Lagrant Communications

Whether you're a novice or a seasoned public relations practitioner, whether your background in multicultural public relations is limited or strong, join us for an informative workshop on multicultural communications. Delve into the history of multicultural communication practices and practitioners, as well as the history ofthe Multicultural Communications Section. Understand how media changes, economic turbulence, and social shifts are affecting this area of public relations. Also, help launch the State of Multicultural PR project internally in PRSA.

Sponsored by: PRSA Jobcenter
How to Build Your Public Relations Career in a Challenging Economy
Don Spetner, executive vice president of Corporate Affairs, Korn/Ferry
Jenny Schade, president, JRS Consulting, Inc.
George Jamison, corporate communications practice leader, Spencer Stuart

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Discover what it takes to stand out and get hired in this competitive job market. Learn career-building techniques that will help you build your resume and win over potential employers. A panel of career experts will provide you with the insights you need to help ensure a successful professional future.

Track 4: The Business Case for Public Relations

CSR in a CSR-Challenged World
Sean Fitzgerald, partner/managing director, Ketchum

With the growing demand to cut costs and increase efficiencies, corporate social responsibility efforts may be challenged. This lecture discusses the three tracks that CSR is likely to take in 2009-2010: a deepening commitment by companies already doing it "right"; significant budget cuts by companies sponsoring a CSR campaign solely for reputation purposes; and a complete freeze by companies that have yet to see competitive benefits. Learn how to differentiate weak from strong CSR programs, and how to identify ways to increase competitive advantages through CSR.


Share and Share-a-bike: Humana Brings Bike-sharing to National Political Conventions
Linda Bernstein Jasper, assistant vice president, Coyne Public Relations

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How do you turn couch potatoes into healthy Americans? Get them moving with a program that paired a major health care company with a nonprofit bicycling organization. Hear how to successfully bring multiple and diverse stakeholders together for a common cause while ensuring consistent, on-point messaging. Learn how to leverage and create multiple media touch points, combining newsof-the-day with longer-term communications.


Sponsored by: LGBT Affinity Group
Air New Zealand’s Pink Flight 2008
Sarah Miller-Reeves, public relations and sponsorship executive, Air New Zealand
Roger Poulton, vice president, Air New Zealand, The Americas
Marcy J. Walsh, vice president/general manager, Los Angeles, CRT/tanaka

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How do you make sales soar for a small airline in a saturated market? Combine a quirky and celebratory approach, strategic partnerships and a high-profile comedienne. Learn how to leverage celebrity involvement and engage internal stakeholders in a campaign for maximum benefit on a budget. Walk away with a new understanding of building an overseas brand in a target market within the United States while at the same time growing broad brand awareness.


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