CFP CA FORM

The Call for Presentations for the PRSA 2017 Counselors Academy Conference will be available until 11:59 p.m. EDT on Oct. 7, 2016.

Accessibility CA

If you have any special need(s), please contact sections@prsa.org or (212) 460-1456 as far in advance of the program as practicable so that we may address your request.

Sponsorship CA

Consider becoming a PRSA Counselors Academy Conference Sponsor next year.

Conference sponsors have the opportunity to connect with attendees through complimentary registrations, sponsor receptions and brand logos in the conference collateral, as well as:

  • Access to C-Suite Executives.
    The Counselors Academy’s nearly 500 members are entrepreneurs committed to preserving an open, thriving peer network that advances the caliber of counseling firms in North America.
     
  • Insight Into Senior Leaderships’ Challenges and Objectives. Sponsors are encouraged to attend conference sessions to find out firsthand what their target customers want.
     
  • The Opportunity to Promote Sponsor Offerings to our conference attendees, who rely on a variety of service providers to enhance best practices.

For more information, please contact Richard Spector.

The PRSA Counselors Academy Section thanks its 2016 Conference sponsors:

Why Attend CA

Build on the latest strategies and tactics for senior-level communicators at the PRSA 2016 Counselors Academy Conference. The conference is designed to help your agency maximize profits, people and potential.

Reasons Why You Should Attend the Counselors Academy Conference

  • Sessions and presentations tailored to help senior-level communicators address challenges they face each day.
  • In-depth case studies offering insight on the issues that matter most.
  • Industry leaders providing tactical analyses of cost-cutting tools and strategies.
  • Innovative approaches to increasing your agency’s share of the marketing mix, effectively growing and utilizing your team, and promoting thought leadership.
  • Develop standout social media strategies to cut through the clutter.
  • Build lasting relationships with colleagues at industry roundtables and social events.
  • Explore the latest products and the most advanced solutions on the market.

Travel CA

The PRSA 2017 Counselors Academy Conference will take place at:

Hyatt Olive 8
1635 8th Ave.
Seattle, WA 98101
(206) 774-6311

Discounted Hotel Rate
For accommodations at the Hyatt Olive 8 click on the link or call (206) 695-1234. The special room rate is $259 per night. Rooms are guaranteed on a first-come, first-served basis through April 10, 2017. You are responsible for arranging your own hotel accommodations

Program CA

Online registration available soon.

Register by Fax/Mail

Fax registration forms to (212) 460-5460, or mail them to:
PRSA, Attn: Counselors Academy Section, 411 Lafayette Street, Suite 201, New York, NY 10003.<

The 2017 program is still in the planning stages. To give you an idea of the type of programming the
Counselors Academy Conference offers, we have left this year’s schedule up as an example.

Check Back for updates

Download Session Presentations

Sunday, May 1

10 a.m.–6 p.m. Registration
Noon–4 p.m. Pre-Conference Session* “Grow, Run and Protect Your Agency: The Best of Counselors Academy”
Ken Jacobs, CPC, ACC, principal, Jacobs Consulting
Darryl Salerno, CEO, Second Quadrant Solutions
Matthew E. Smith, Partner Davis & Gilbert LLP
Moderator: Eric M. Morgenstern, CEO, Morningstar Communications
*This is an additional ticketed event not included in the conference registration. First-time conference attendees can register for the pre-conference session FREE by using code CAFIRST16
5–6 p.m. Counselors 101 New Attendee Session
6–7 p.m.

Opening Reception
Join colleagues around the Sereno pool for a networking reception as we kick off this year’s event in beautiful Puerto Rico

7–9 p.m. Dinner
A warm tropical sunset and a sweeping beachfront panorama, with seven huge windows wrapped around a façade highlighting breathtaking views of the Atlantic Ocean will greet you for dinner as we celebrate the lively food and festivities of the island of Puerto Rico
9 p.m. Networking

Monday, May 2

8 a.m.–5 p.m. Registration and Exhibits
8–9 a.m. Breakfast
8:30–10 a.m.    Opening Keynote Breakfast
“Think Differently: The Biggest Barrier to Innovation Is Our Own Expertise”
Duncan Wardle, vice president, Creative Inc., Walt Disney Parks and Resorts
10:10–11:10 a.m. Breakout Sessions: Set I

“Preparing for Succession: What Agency Owners Need to Know and Do Today to Ensure They Receive Top Dollar When They Are Ready to Exit”
David Tobin, owner, The Tobin Group
Karl J. Skutski, APR, president, The Tobin Group

“How Marketing Automation Can Net Your Agency Steady Six-Digit Revenue”
Mike Neumeier, APR/APR+M, principal, Arketi Group
Rory Carlton, principal, Arketi Group

“Discover the Leader in You! How to Lead, Motivate, and Inspire Your Team”
Ken Jacobs, CPC, ACC, principal, Jacobs Consulting

11:15 a.m.–12:15 p.m. Breakout Sessions: Set II

“The Future of PR Agencies: It’s Not Content. It’s Relationships.”
Daniel P. Tisch, APR, Fellow CPRS, president, Argyle Communications

“A Simple Guide to Creating TED-Style Slides for Your Next Presentation”
Rob Biesenbach, author and owner, Rob Biesenbach, LLC

“Panel Discussion: How Intellectual Curiosity Drives Agency Transformation, Focus and Business Success”
Laura J. Gallagher, president and CEO, The Creative Company
Daniel Lemin, consultant, One Good Brand
Larry Holdren, APR,  president, Holdren Strategic Communications

12:30–2 p.m.

Luncheon: Learning Roundtables
“Is My Creativity Legal? Intellectual Property in the PR Industry”
Maristella Collazo-Soto, attorney, Ferraiuoli LLC

“C-Suite Compensation Survey Results”/”Key Executive Retention”
Rick Gould, CPA, J.D., managing partner, Gould+Partners LLC

“That’s Not Me Anymore — Rethinking Your Business Model for Greater Success”
George A. Rosenberg, APR, principal, The Rosenberg Group, Inc.

“Letting Go in Order to Grow: How to Build an Agency from a Solo Practice”
Greg Abel, president, Abel Communications

“The Role of Multimedia in PR (It’s Not Just for Marketing Anymore)”
Tom Mulgrew, vice president – agency relations, Business Wire

“How Multiple Agencies Come Together for the Client’s Benefit”
Abbie Fink, vice president/general manager, HMA Public Relations

“The Storyteller Within: Writing Your Way to a Larger Bottom Line”
LaTricia H. Woods, APR, owner, Mahogany Xan Communications, LLC

“How to Make More Money Than You’ve Ever Dreamed Of”
Art Stevens, managing partner, The Stevens Group

“Dealing with the Era of Data: Principles for Protecting Brand Reputation”
Kathy Stershic, CIPM, principal consultant, Dialog Research & Communications

“Measurement – Count me in”
Johna Burke, executive vice president, BurrellesLuce

“How to Recession-Proof Your Business”
Steve Hirsch, enterprise account executive, Bullhorn

“Networking for Success”
Darryl Salerno, CEO, Second Quadrant Solutions

2:15–3:15 p.m. Breakout Sessions: Set III

“Re-Envision Your Story: How Visual Communication Is Revolutionizing PR”
Amy Balliett, CEO and chief Swiss army knife, Killer Infographics

“The Cobbler’s Kids Have Old Shoes: Lessons From a Rebranding Campaign”
Jennifer Curley, president and CEO, Curley Company
Greg Wilson, senior vice president and creative director, Curley Company

“Finding Your Anchor: Navigating the Rough Waters of Business Leadership”
Jennifer Miller, partner/co-founder, Philosophy Communication
GG Johnston, president, Downstream Partners

3:15–4:15 p.m. General Session

“Tough Love: It’s the Hard Questions That Seal the Deal”
Jack Vincent, sales consultant, speaker and author of “A Sale is a Love Affair: Seduce, Engage and Win Customers’ Hearts”

4:15–5 p.m. Special Small Group Consultation Sessions
Meet with industry experts in a small group setting and voice any questions or concerns you may have with your agency, employees and more.
6–7 p.m. Reception
7–10 p.m. Dine-Around Evening in Puerto Rico*
*Food and beverage costs are the responsibility of the attendee. Registration will take place online and at the conference registration desk in Puerto Rico.
10 p.m. Networking

Tuesday, May 3

8 a.m.–5 p.m. Registration and Exhibits
8–9 a.m. Networking Breakfast
9–10 a.m. Keynote Presentation
“Trend-Spotting in 2016: Predictions for PR Leaders”
Marian Salzman, trend-spotter and CEO, Havas PR North America
10:15–11:15 a.m. Breakout Sessions: Set IV

“Nail It, Then Scale It: How to Build, Protect and Transform Culture”
Heather Whaling, founder and president, Geben Communication
Aaron Blank, president and CEO, The Fearey Group

“Strength in Numbers: The Benefits of Strategic Alliances”
Mark McNeely, senior partner, MP&F Public Relations
Alan Carmichael, president and COO, Moxley Carmichael

“Agency Toolkit: Tools to Make Agency Life Easier”
Jeffery D. Ory, ABC, APR, president, il Stratega
Lauren Jarrell, principal, LJ Communications

11:30 a.m.–Noon Break
Noon–1:45 p.m. Luncheon Keynote General Session
“Speak To Be Heard!™ Influencing Others to Take Action
Stacey Hanke, author and communications expert
2–3 p.m. Breakout Sessions: Set V

“Scale to Win: How to Grow Your Agency Without Breaking”
Karl Sakas, consultant and coach, Sakas & Company

“Leading Your Clients to a ‘Yes’: Cultivating Existing Client Relationships”
Eric M. Morgenstern, CEO, Morningstar Communications

“Mergers and Acquisitions in Real Life: No Legal Dictionary Required”
Michelle A. Olson, APR, general manager, Fingerpaint

3:15–4:15 p.m. General Session
“How to Run Your Firm as if You Were Going to Buy It”
Michael Lasky, partner/co-chair, Davis and Gilbert
Peter Finn, managing partner, Finn Partners
4:15-5:00 p.m. “Journey Mindset: The Quest for Passion and Purpose”
Elise Mitchell, founder and CEO, Mitchell Communications Group
6-9:00 p.m. Closing Reception & Dinner
Join colleagues on the Ocean Pool Terrace for a closing reception and dinner as we celebrate the 2016 Counselors Academy in Puerto Rico
9 p.m. Networking

Programming may be subject to change.

  Saver Rate
(By April 10):
Standard Rate
(After April 10):
FULL PACKAGE
Includes all Conference sessions and meal functions except for the dine-arounds and extra activities.
PRSA Counselors Academy Member $895 $995
PRSA Member*    $995 $1,095
Nonmember  $1,200 $1,300
  
DAY REGISTRATION
Includes all sessions and meal functions offered on the day noted.
Monday (Member or Nonmember)     $600 $700
Tuesday (Member or Nonmember)     $600 $700
  
GUEST MEAL PACKAGE
Includes Sunday Reception and Opening Dinner, and Monday and Tuesday Breakfasts and Luncheons.
Member or Nonmember $425 $450
  
Sunday Night Reception and Opening Dinner Only
Sunday, May 7 $225 $250
 
Pre-Conference Seminar — TBD
First-time conference attendees can register for the pre-conference session FREE by using code CAFIRST17
Sunday, May 7, Noon–4 p.m. $100 $150

*Global Alliance and BPRS/FL members qualify for the PRSA member rate.

Cancellations/Refund Policy: Refund of the PRSA Counselors Academy Conference Registration fee, less an administrative fee of $125, will be made if written notice of cancellation is postmarked no later than April 10, 2017. Registrants whose cancellation requests are postmarked after April 10, 2017, will NOT be entitled to a refund. Cancellation of registration for this event must be made in writing and mailed to: PRSA Counselors Academy Conference Registration, 411 Lafayette Street, Suite 201, New York, NY 10003, or faxed to (212) 460-5460. If you cannot attend, you may notify PRSA by April 25, 2017, if another person will be attending the conference in your place. For substitution, non-Counselors Academy or non-PRSA members must pay the appropriate difference in the registration fee. Please call (800) 350-0111 to make this notification.

Register CA

Online registration available soon.

Register by Fax/Mail

Fax registration forms to (212) 460-5460, or mail them to:
PRSA, Attn: Counselors Academy Section, 411 Lafayette Street, Suite 201, New York, NY 10003.

  Saver Rate
(By April 10):
Standard Rate
(After April 10):
FULL PACKAGE
Includes all Conference sessions and meal functions except for the dine-arounds and extra activities.
PRSA Counselors Academy Member $895 $995
PRSA Member*    $995 $1,095
Nonmember  $1,200 $1,300
  
DAY REGISTRATION
Includes all sessions and meal functions offered on the day noted.
Monday (Member or Nonmember)     $600 $700
Tuesday (Member or Nonmember)     $600 $700
  
GUEST MEAL PACKAGE
Includes Sunday Reception and Opening Dinner, and Monday and Tuesday Breakfasts and Luncheons.
Member or Nonmember $425 $450
  
Sunday Night Reception and Opening Dinner Only
Sunday, May 7 $225 $250
 
Pre-Conference Seminar — TBD
First-time conference attendees can register for the pre-conference session FREE by using code CAFIRST17
Sunday, May 7, Noon–4 p.m. $100 $150

*Global Alliance and BPRS/FL members qualify for the PRSA member rate.

Cancellations/Refund Policy: Refund of the PRSA Counselors Academy Conference Registration fee, less an administrative fee of $125, will be made if written notice of cancellation is postmarked no later than April 10, 2017. Registrants whose cancellation requests are postmarked after April 10, 2017, will NOT be entitled to a refund. Cancellation of registration for this event must be made in writing and mailed to: PRSA Counselors Academy Conference Registration, 411 Lafayette Street, Suite 201, New York, NY 10003, or faxed to (212) 460-5460. If you cannot attend, you may notify PRSA by April 25, 2017, if another person will be attending the conference in your place. For substitution, non-Counselors Academy or non-PRSA members must pay the appropriate difference in the registration fee. Please call (800) 350-0111 to make this notification.

CFP CA

The Call for Presentations for the PRSA 2017 Counselors Academy Conference will be available until 11:59 p.m. EDT on Oct. 7, 2016.

CALL FOR PRESENTATIONS

PRSA 2017 Counselors Academy Conference

May 7&ndash;9 | Seattle

Proposal Deadline: 11:59 p.m. EDT on Friday, Oct. 7, 2016

About the PRSA Counselors Academy

Founded in 1960, PRSA Counselors Academy is dedicated to providing principals and senior leaders of small and mid-size public relations firms in the United States and Canada with the business insights and tools they need to grow successful businesses. The more than 350 members of Counselors Academy are passionately committed to maintaining an open and honest peer network that energizes and motivates them, provides a sounding board for questions and ideas and fosters mutually beneficial relationships. More information about Counselors Academy and its programs can be found at www.counselorsacademy.org.

About the 2017 Spring Conference

The annual spring conference is Counselors Academy&rsquo;s largest event and attracts up to 200 senior agency executives. In addition to agency principals and other leaders, attendees at the annual conference include sole practitioners as well as principals and senior executives of firms in allied industries such as advertising, event planning, digital communications and marketing. Attendees come to the conference to connect with peers and share ideas and insights that they can immediately put into practice.

Speaker Proposals

Priority will be given to proven presenters whose proposals are forward-thinking and deliver fresh, business-focused content that is directly relevant to today&rsquo;s agency leaders and principals. Presentations that are interactive and/or provide an output that participants can act on immediately are also strongly encouraged.

Counselors Academy conference attendees are particularly interested in the following subject areas:

  • People: Recruiting and retention strategies, compensation approaches, professional development, HR policies and practices, changing regulations, employee benefits, workplace environment, agency culture, leading effective teams, executive development and training.
  • Finances: Agency compensation, alternative fee arrangements, profitability and utilization, expense management, tax and financial planning, employee compensation, stock ownership and incentive compensation plans, mergers and acquisitions, exit strategies and economic trends affecting the industry.
  • Growth: Marketing and business development, driving organic growth, business planning, prospecting, mergers and acquisitions, strategic alliances, developing new service lines and sources of income, identifying new niche markets, proposal/pitch development, marketing tools and technology and emerging trends.
  • Operations: Agency systems and technology, business information and analytics, CRM technology, accounting systems, streamlining administrative functions, outsourcing, insurance and risk management, real estate and innovative business and operating structures.
  • Practice Evolution: Advances in communications and marketing practice, particularly as they relate to the evolution of client needs and expectations. Presentations in this category should focus specifically on what agency principals need to know to capitalize on emerging trends and grow their businesses through new lines of service, products and counseling opportunities.
  • Responsibility: Business and professional ethics, social responsibility, pro bono activities and advocacy of the public relations profession and entrepreneurship.

Presentation Guidelines

Counselors Academy welcomes proposals from public relations firm principals and senior leaders as well as experts in relevant disciplines including, but not limited to: accounting, law, consulting, human resources, benefits and compensation, insurance and risk management and agency technology.

This Call for Presentations includes requests for:

  • Expert breakout presentations (60 to 75-minute presentations)
  • Roundtables (45-minute facilitated discussions)

The most successful Counselors Academy presenters:

  • Deliver fresh, innovative thinking in a way that is interactive and engaging.
  • Understand and are sensitive to the challenges faced by small- to mid-sized public relations firms.
  • Provide clear takeaways that attendees can implement the day they return to their offices.
  • Are passionate about their subject matter, and can inspire audiences to see their business challenges in new ways and take action.
  • Must supply a copy of their presentation at least one month prior to the conference for promotional purposes.
  • Avoid sales pitches, however subtle they may be, for their own products or services.

Preference will be given to those who can demonstrate strong speaking and audience motivation skills by providing videos of past presentations to similar audiences.

Submission Process

Submit your innovative and compelling presentation proposal

Note: PRSA and Counselors Academy do not reimburse presenters for out-of-pocket expenses, such as hotel and airfare. PRSA and Counselors Academy do not provide speaker stipends. Presenters who are selected for expert breakout presentations will receive one complimentary registration, which does not include meals or networking events. Presenters will have the option to purchase a meal package. Roundtable leaders wishing to attend the conference will be required to pay the members-only rate.

Deadline

Proposals are due no later than Friday, Oct. 7, 2016. Earlier submissions are encouraged. Submit your proposal

Sponsorship Opportunities

We have several targeted sponsorship opportunities available. Prospective sponsors should connect with Don Bill, PRSA senior manager of special events and programs, via email or at (212) 460-1456, or Richard Spector, PRSA director of corporate development and industry partnerships, via email or at (212) 460-0301.

Questions?

Contact Don Bill, PRSA senior manager of special events and programs, via email or at (212) 460-1456, or Jon Goldberg, PRSA 2017 Counselors Academy Conference chair, via email or at (973) 241-1010.

Get Started!

Home CA

Whether you’re at the helm of a multinational agency or serving as an independent practitioner, knowing which of the latest communications trends can add value to your business — and how to implement them — is vital for senior-level communicators. The PRSA Counselors Academy Conference features the C-suite conversations, case studies and research that sparks growth and inspires the evolution of existing programs. Designed by agency leaders for agency leaders, this conference is developed by the PRSA Counselors Academy.

Ready to join the conference conversation? Check out #caprsa.