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Secrets of a Media Relations MasterSOLD OUT
Sept. 14–15, 2017 | New York, NY
Join media pitching coach Michael Smart as he presents a two-day event designed to help PR pros achieve superior results in today’s quickly changing media landscape.

Day 1: Placements Without Pitching – Building Media Relationships
This portion will focus on laying the foundation required for superior pitching success. You’ll discover Michael’s unique approach to building a strong network of journalists and other influencers who know, like and TRUST you.

Day 2: Crafting the Perfect Pitch – Boost Your Placements With Proven Formulas for Success
The strategies you learn in this day of the workshop have been used by previous attendees to get coverage in top tier national media such as the front page of The New York Times, in The Wall Street Journal and USA Today, and on CNN and NBC’s “Today.” You’ll hone your skills by learning from DOZENS of successful pitches that have landed major placements. And you’ll begin applying what you’re learning immediately during the training.

Reputation Champion’s Roadmap Development
Nov. 2, 2017  | New York, NY
Bring your draft Reputation Management Plans (pre-work guidelines will be provided) and spend a full day getting direct input from two experts in the field (and architects of the PRSA Reputation Management Certificate Program) and your peers. Go home with a plan that is tailored to your organization’s unique challenges and that will ensure your success as a Reputation Champion.

PRSA Evening Workshop Series: Branding Stories

How to Manage an Online Brand & Reputation 
Sept. 14, 2017  | New York, NY
The role of marketing and public relations within professional organizations has shifted drastically with the advent of social media, and has moved to greater emphasis on storytelling. Today, corporate communications and brand management aren’t simply about beaming out messages, they’re about building trust with end users, telling a compelling story and creating social streams of dialogue that work two ways – not to mention doing so with multiple audiences of influencers, often in real time. In this eye-opening panel discussion and interactive workshop, we’ll take a closer look at what it takes to connect with and engage tomorrow’s audiences — and how you can position your brand and message for success. While media consumption patterns and consumer behaviors have irrevocably shifted, the value of powerful communication strategies has only become more vital.

The Crisis Courtroom: A Brand on Trial
Oct. 30, 2017 | New York, NY
This branding story will be hosted in a mock trial room as we will be putting a national brand on trial in the middle of crisis. In this exciting workshop focused on crisis management, attendees will have the chance to play judge and jury for a fictional brand crisis and decide whether the brand successfully mastered its disaster or ultimately failed at crisis response. Digital reputation and crisis expert Darius Fisher, of Status Labs, moderates this mock trial workshop designed to share best practices with public relations and communications practitioners on the do’s and don’ts of crisis management.

Saver Rate Deadline: Sept. 30, 2017

Embracing Disruption – How To Remodel A Legacy Brand
Nov. 9, 2017 | New York, NY
Learn the story of GUINNESS WORLD RECORDS™ and how it has transformed from — but still includes — a best-selling book to a global IP brand. You’ll hear how they’ve expanded their audiences by creating a multi-channel strategy including digital, TV and experiential marketing. You’ll learn how GUINNESS WORLD RECORDS™ embraced celebrities around the power of record breaking, what drives their PR strategy in the digital age, who and where their audiences are and what is on the horizon for the brand that is more than six decades old. Participants will be delighted by a special guest — an official GUINNESS WORLD RECORDS™ adjudicator or title holder.

Saver Rate Deadline: Oct. 9, 2017

How A Duck Helped Brand A Corporate Social Responsibility Program
Dec. 7, 2017  | New York, NY
Corporate social responsibility (CSR) isn’t just a nice thing to do — it’s a business imperative. Setting and implementing initiatives is a good start, but developing sustainable branded CSR initiatives that demonstrate a measurable return on investment that aligns with business objectives is the goal. Jon Sullivan, director of corporate communications at Aflac, and the American Business Awards’ 2017 PR Executive of the Year, will share the company’s CSR journey. You will hear how the company’s beloved mascot became a leading fundraiser in the fight against childhood cancer and the story behind Aflac’s DuckPrints program, as well as finding out how Aflac evaluates and measures its return on CSR.

Saver Rate Deadline: Nov. 7, 2017