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PRSA 2015 International Conference

PoweRful Connections: Shaping Our Future

Nov. 8–10 | Atlanta

PRSA 2015 International Conference Schedule: Sunday, Nov. 8


Saturday, Nov. 7    Sunday, Nov. 8    Monday, Nov. 9    Tuesday, Nov. 10   

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4–4:45 p.m.
Networking Hall Smoothie Break

How to Develop the Mindset of a Strategist: Getting to the Table Earlier and With More Personal Power

Enhance your role as a trusted strategic adviser with insights that will help give you a greater understanding of what leaders want from the communications function.

James E. Lukaszewski, ABC, APR, Fellow PRSA, BEPS Member Emeritus
President, The Lukaszewski Group, Division of Risdall Marketing Group

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PR Boot Camp

In this overview of public relations and communications concepts, gain the knowledge and information you need to build your new career in the industry, whether you are a reporter, recent graduate or transitioning professional.

Robin Schell, APR, Fellow PRSA
Senior Counsel and Partner, Jackson Jackson & Wagner

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Show Them the Data: Prove Your Point by Pointing to Proof

How do you get stakeholder buy-in? Learn how to use practical research to support your recommendations and prove they resulted in bottom-line improvements.

Angela Sinickas, ABC, IABC Fellow
President, Sinickas Communications, Inc.

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When a Crisis Hits: How to Manage Intense Media Scrutiny

Learn the right tactics to effectively communicate with key stakeholders during each stage of a crisis.

Joan Gladstone, APR, Fellow PRSA
President & CEO, Gladstone International, Inc.

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All About Certification for Academic Public Relations Programs

What does certification mean? Is your program eligible for certification? What does the process involve? Attend an open forum on Certification in Education for Public Relations (CEPR).

Judy Phair, APR, Fellow PRSA
Founder, PhairAdvantage Communications, LLC

John L. Paluszek, APR, Fellow PRSA
Senior Counsel, Ketchum

Gary McCormick, APR, Fellow PRSA
Director, Corporate Marketing and Public Relations, Scripps Network Interactive, Scripps Networks

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“Anvil Thinking”: The Route to Winning the Awards Your Work Deserves

Learn how to do better work for your company or clients and prepare the best entries to compete for PRSA Silver and Bronze Anvil Awards.

Kelly Womer, ABC, APR, Fellow PRSA
Vice President and Partner, Linhart Public Relations

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College of Fellows: Preparing to Apply

Get an overview of the guidelines for applying to be elected into the PRSA College of Fellows. (For senior-level Accredited PRSA members.)

Geri A. Evans, APR, Fellow PRSA
President, Evans PR Group

Anne M. Dubois, APR, Fellow PRSA
Managing Partner, Dubois Betourne & Associates

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Enhancements of the APR: KSA Updates and Opportunities for Growth

Universal Accreditation Board (UAB) leaders explain newly revised knowledge, skills and abilities (KSAs) and the Examination for Accreditation in Public Relations (APR), as well as the process for updating the blueprint and current study materials.

John E. Forde, Ph.D., APR, Fellow PRSA
Professor and Head, Department of Communication, Mississippi State University

Elizabeth Salter McMillan
Director, Corporate Communications, Fiserv

Kathleen M. Giery, APR
Director, Public Relations, LifeQuest Organ Recovery Service

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New Directions for Public Relations Ethics: What to Do When You're Tempted

Learn how to cope with the special ethics temptations of using social media. Examine updated resources from PRSA's Board of Ethics and Professional Standards.

Janelle M. Guthrie, APR
Communications Director, Washington State Employment Security Department

George L. Johnson, APR, Fellow PRSA
Adjunct Professor, University of South Carolina

Nance Larsen, APR, Fellow PRSA
Director, Communications and Marketing, Carlile Transportation Systems, Inc.

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Ph.D. Not Required: Professional Experience Needed in the PR Classroom

PRSA professionals can help solve the brewing crisis in public relations classrooms by becoming professors. Gain insight into how you can transition into the classroom.

Bob Pritchard, APR, Fellow PRSA
Instructor and Faculty Adviser, Lindsey + Asp, University of Oklahoma

Maria P. Russell, APR, Fellow PRSA
Professor, Public Relations; Director, Executive Education Programs, S. I. Newhouse School of Public Communications, Syracuse University

Judy VanSlyke Turk, Ph.D., APR, Fellow PRSA
Professor Emerita, Virginia Commonwealth University

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Jim Cantore

Achieve Best Outcomes: Eliminate Hiring Guesswork and Maximize Influence

Examine lessons learned by the PR executives who led the reputation turnaround for the "Most Hated Company in America."

Laura L. Monica
Vice President, Corporate Communications, Pepco Holdings, Inc.

MaryBeth Vrees
Director, Customer Communications and Marketing, Pepco Holdings, Inc.

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Carnival Corporation: Navigating the World's Leading Cruise Company to Smoother Waters

A series of high-profile incidents in 2012 and 2013 shook consumer confidence in Carnival Corporation and its 10 cruise lines. Learn the critical steps the brand took to engineer one of the most high-profile reputation recovery campaigns in the history of corporate America.

Roger Frizzell
Senior Vice President and Chief Communications Officer, Carnival Corporation

Mike Flanagan
Partner, LDWWgroup

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The Changing Media and Entertainment Business: Tips and Tales From the PR Front

Gain insights from two media powerhouses on the changing media and entertainment business, and hear the lessons they've learned along the way.

James Anderson
Senior Vice President, Communications, Turner Broadcasting

Shirley Powell
Executive Vice President, Marketing and Communications, The Weather Company

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Decode the Evolving Influencer Landscape: Redefining Engagement With Data Analytics

Get a revealing look at the evolving influencer landscape and learn a new methodology to activate a successful program.

Priya Ramesh
Director, External Communications, IBM Cloud

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The Elephant in the Room: How Native Advertising Challenges Everything

Bandwagon opportunity or slippery slope? Hear how native advertising is challenging everything, and what that means for PR.

Larry Otsuka
Director, PR Initiatives, Outbrain

Ellen LaNicca
Senior Vice President, Consumer Practice, PadillaCRT

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Five Steps to Pump Up Your PR Campaigns

Get tips and advice for using a media intelligence platform to produce smart, data-driven PR campaigns, as well as a big-picture look at how technology has evolved to meet the needs of today’s PR pros.

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From Multiculturalism to the Mainstream: The Market Share Opportunity Hiding in Plain Sight

According to studies, African American consumers are the trendsetters. Learn more about how to capture an overall greater market share and grow your brand’s bottom line by tapping into this consumer segment that is “hiding in plain sight.”

Alexis Davis Smith
President and CEO, PRecise Communications

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How to Run Your Brand Like A Presidential Campaign: Ensure Your Brand Wins

Discuss how the process of real-time media analysis, cross–organizational reporting and communication analysis can help ensure your brand wins in 2016.

Josh Ginsberg
CEO and Co-Founder, Zignal Labs

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Media Training: How To Deliver Compelling Messages

Gain tips to enhance speaker presence, as well as interview delivery and control techniques.

Debbie Wetherhead
President, Wetherhead Communications

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Multi-Sensory Magic: How Scent, Taste and Touch Will Redefine Immersive PR

Learn how to incorporate unique scent, taste and touch elements into your PR plans to create multi-sensory magic.

Mike McDougall, APR, Fellow PRSA
President, McDougall Communications

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Pulling Back the Curtain on the Client/Agency Relationship: How to Pull Off a Win-Win

Join this open discussion about what makes agency relationships work and what puts them in danger.

Mike Neumeier, APR
Principal, Arketi Group

Kevin Ruane
Senior Director, Solutions Marketing, NetSuite

Shana Keith
Director, Public Relations, Cox Communications

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The “Retailization” of Health Care: Using Social to Reach Those Gone Digital

Has your strategy evolved alongside the health care industry? Learn to drive change and gain best practices for meeting the demands of different patient demographics.

Bill Balderaz
President, Fathom Healthcare

Alisa Agozzino, Ph.D., APR
Assistant Professor, Ohio Northern University

Beth Keehn
Director, Brand, Marketing and Communications, St. Rita’s Health Partners

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Still Marching: From Civil Rights to Human Rights, PR Strategies for Advocacy

Explore communications strategies that enhance national and local advocacy campaigns, from civil rights to human rights to gender equality.

Lawrence J. Parnell
Public Relations Program Director and Associate Professor, The Graduate School of Political Management, George Washington University

Tom Houck

Fred Sainz
Vice President, Communications, Human Rights Campaign

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Networking Hall Smoothie Break

College of Fellows Mentoring

College of Fellows Mentoring, where you can benefit greatly from the valuable career advice offered by PRSA’s most distinguished College of Fellows professionals, whether you are new to the field or a seasoned professional. You also can receive counseling to guide you through the College of Fellows application process.

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Back From the Dead: Saving Your Career From the Apocalypse

Walk through real-life scenarios that demonstrate how to bring your career back from the dead and breath new life into decomposed client relationships — and have your boss or clients eating out of the palm of your hand.

Martin Waxman, APR
Principal, Martin Waxman Communications

Tom Garrity
President, The Garrity Group

Dana Hughens
CEO, Clairemont Communications

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Balancing the Art and Science of Communication: Making an Enduring Impact

Make smarter decisions, advise leaders more effectively and boost your credibility with three, often unknown, practical and actionable communication theories.

Kristin Fenty
Managing Director, CRA, Inc.

Nancy Sharp Voith, APR
Managing Director, CRA, Inc.

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The Best of PRSA’s Public Relations Journal of 2014–2015

This session features the Top Five Articles published in PRSA’s Public Relations Journal during the past year, and chosen by a subcommittee of the Journal’s Editorial Review Board.

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Create Smarter Pitches: Focusing on Quality Over Quantity

Learn how to create the best content, write an effective pitch, research a thoughtful target media list and customize your media outreach.

Anne F. Isenhower
Principal, Anne Isenhower Communications LLC

Jennifer Brett
Features Reporter, The Atlanta Journal-Constitution

Mike Sasso
Reporter, Airlines/UPS, Bloomberg News

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Creative PR: Delivering Your Story From Narrative and Design to Measurement

Learn how to infuse more creativity into your traditional and digital PR tactics, from ad copy-style writing to design and photography.

Jason J. Sprenger, APR
President, Game Changer Communications

Deirdre Breakenridge
CEO, Pure Performance Communications

Heather Whaling
President, Geben Communication

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Culture of Innovation: How to Foster the “What If ?”

Explore how encouraging employees to think about the possibilities of “What If ?” can enhance your leadership and revenue position.

Brad MacAfee
Senior Partner and Managing Director, Porter Novelli

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Guiding Leaders to Make Wise Decisions in a Crisis: A Step-by-Step Process

When a crisis strikes, how will top management act? Discover a process for crisis decision making that helps you break through barriers caused by stress, fear and resistance.

Joan Gladstone, APR, Fellow PRSA
President & CEO, Gladstone International, Inc.

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The Internet is Video-Centric. Is Your Marketing?

The Internet has shifted from a text-based to a video-based platform. Learn how to make your videos engaging and search-engine friendly, and boost your online SEO relevance.

Lisa Caprelli
Consultant, Go Glossy Media, PR & Marketing

Brian Gaps
Digital Media Producer, The Business Experience Show

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The “Internet of Things”: Are You Ready for the Opportunities and Risks?

By 2020, 50 billion objects will be connected to the “Internet of Things.” Learn the promise and pitfalls of the digital phenomenon as it extends to organizations.

David W. McCulloch
Senior Director, Corporate Communications, Cisco

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Partnering With Celebrities to Lift Your Brand: The Ins and Outs

Is bringing on a celebrity worth the cost and potential risks? Learn the ins and outs of working with celebrities, messaging, social media uses and communicating your brand to adoring fans.

Andrew J. McGowan
Visiting Professor, J. Mack Robinson College of Business, Georgia State University

Marc Ippolito
President, Burns Entertainment and Sports Marketing

Rita Tateel
President, The Celebrity Source

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PR Measurement and Analytics: Alternatives That Don’t Drain Your Budget (or Sanity)

Professional-quality metrics are essential, but costly. Discover tools and tips that help save time and money without compromising effectiveness.

Debra L. Bethard-Caplick, MBA, APR
Principal, Quicksilver Edge Communications

Chris Kennedy Orris
Account Executive, Oxygen PR

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Recruiting, Retaining and Managing Millennials: Insights From Interviews

How do you develop the next generation of PR leaders? Gain insight from interviews with millennial PR professionals and the executives who hire and manage them.

Bryan H. Reber, Ph.D.
Professor, University of Georgia

Juan Meng, Ph.D.
Assistant Professor, University of Georgia

Mickey G. Nall, APR, Fellow PRSA
Managing Director, Ogilvy Public Relations

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Single-Page Content Marketing Strategy: A Critical Step in Content Integration

Individuals, departments and divisions create content but may not all be on the “same page.” Develop a one-page strategy to enable all stakeholders to be more effective.

Ann M. Gynn, APR
Editor, Content Marketing Institute

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Opening Night Reception

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