Web 3.0 – Why PR Must Separate Hype from Reality
Some predict new web technologies will have the greatest impact on PR since Google became a verb. Even as we master today’s integrated database, search, monitoring and social media, we must prepare for an intelligent "Web 3.0"—a semantic web that can search out information uncannily, that understands the meaning of your questions, that divines the context of conversations. Beware: This "next big thing" will arrive amidst hype and overly high expectations. Get the truth about which technologies are real and which are coming, how they will impact PR, and what benefits you can expect for PR and your career.
Peter Granat, CEO, Cision Europe

 

"The Future of Media Relations: Engaging Journalists as Media Strategy Advisors"
by Dan Abrams

Most PR professionals stand on the outside of the media and hurl pitches over the walls, hoping a journalist
will run the story. But what if it were different? What if PR pros were actually collaborating with the media? Dan
Abrams believes the time has come to return to our roots—nurturing close professional relationships with
influential journalists and engaging their expertise to create powerful narratives. Say goodbye to mass-emailed press
releases and non-stop "tele-pitching." Say goodbye to the adversarial relationship between PR and the press. Say
hello to a new model for smart, powerful media relations.

New Creativity in Corporate Video: Take Advantage of Exploding Opportunities—from Social Networks to Traditional Media
Thanks to burgeoning social media and online news outlets, video’s importance as a key component in corporate communications continues to skyrocket. Discover exciting new ways video can and should be integrated into your communications campaigns— distributing through social networks, viral WOM, bloggers, and online branches of traditional media, as well as the still-huge broadcast TV market. You’ll also find out how smart organizations are using video to deliver their messages powerfully to internal audiences. Finally, recent case studies will give you inspiration for more creative video content through innovative storytelling techniques. You’ll emerge from this 25-minute presentation fired up with new possibilities for more impactful communications.
Larry Thomas, COO, Medialink

New Tools for Communicating Directly with Customers
The greatest new power Web 2.0 gives us is the ability to listen to and converse directly with customers. But what are the best formats for doing so—chat rooms, blogs, wikis, consumer-generated videos? Most importantly, how can you make management comfortable with participating in today’s largely uncontrolled social media environment, in which customers actually talk back so all can hear?
Morgan Johnston, Manager of New Media, Jetblue
Christi Day, Emerging Media Specialist/Spokesperson, Southwest Airlines
Helen Malani, Marketing Communications Director, Shopzilla

Why Your Company Should Double Its PR Spending in a Recession
More than ever the heat is on you to justify the PR and corporate communications budget. Learn what three top PR strategists are telling clients about the unequalled power of PR in challenging times . . . and acquire persuasive logic you can use with top executives back home.
Mark Raper, CEO, CRT/tanaka
Michael Kempner, CEO, MWW Group
Steve McKee, President, McKee Wallwork Cleveland

How to Work a Room Like a Master (Even If You’re a Wallflower)
Making influential contacts at a party, a large meeting, or a conference (like this one!) can be a career-changing skill. Learn magical techniques to help you work a room like an expert—without anxiety or sweaty palms—and actually have fun doing it.
Jane Gertler, Director of Business Development, VJ Associates

PR Writing for Search Engine Optimization: One-Hour Bootcamp
Search benefits all marketing, but especially public relations. Learn how to vault your releases, website, landing pages, online newsroom, white papers, and backgrounders into Google’s and Yahoo’s top rankings by writing more cleverly. This 60-minute brush-up will give you all the best SEO writing techniques.
Jon Wuebben, President & CEO, Telegent Media

Editors Reveal How to Get Featured in Leading Women’s Magazines
If you promote consumer products, services or personalities, especially those directed to women, you’ll want to hear these editors’ advice. They’ll tell you what’s hot, how to place feature stories, which products get covered, which pitches work best, and how and when to approach.
Darcy Jacobs, Executive Editor, Family Circle
Alison Brower, Executive Editor, Redbook
Carla Levy, Executive Editor, Self
Jennifer Cook, Executive Editor, Good Housekeeping
Dana White, Executive Editor, O, The Oprah Magazine

"Demystifying the New York Times"
Tara Parker Pope
Andrew Ross Sorkin
Saul Hansell

For most corporate communications professionals, placement of a story in The New York Times is like winning the lottery. It feels as though success has as much to do with luck as with the story’s merit. No wonder: New York Times journalists have the reputation for being unreachable, unknowable and inscrutable. The truth is, they believe PR can help them. Now three of the Times' most influential journalists pull back the curtain and talk frankly about how to approach them, meet with them, help them, and place stories with them about your company, products and spokespeople.

Moderated by
Peter Himler, Principal/Founder, Flatiron Communications LLC

Designing an Advanced Social Media Strategy That Works
Social networks are dramatically extending our ability to reach millions of consumers and prospects—independently of traditional journalists. But what does a social media strategy look like, what does it cost, and how does it integrate with traditional PR campaigns?
Lindsay Lebresco, PR/Social Media Manager, Graco
Drew McGowan, Group Manager, Marketing Communications, Clorox
Sally Falkow, President, Expansion Plus
Brian Solis, President, FutureWorks PR

Using Multimedia PR to Score Breakout Press Coverage
New media—and even traditional media—are scrambling to meet the public’s (and Google’s) craving for messages in a variety of forms: Video, audio, graphics, animation. This session will give you bold new ideas for dramatizing your story, facilitating search and elongating its "tail."
Ephraim Cohen, Founder, Fortex Group
Corinne Kovalsky, Director of Public Relations, Raytheon
Albert Maruggi, President, Provident Partners

Uncovering the Potential of PR to Drive Sales
If you want your communications programs to produce sales, you need to design them that way. Review examples of how progressive PR pros are creating a new paradigm . . . one that produces the kind of measurable results the C-suite loves.
Bill Wagner, CMO, Vocus

Creativity Unlimited: How to Supercharge Your Brainstorming Sessions
How can you spur innovative, show-stopping PR campaigns, stunts, product launches and marketing positions . . . every time? Two masters reveal their techniques for conducting brainstorming sessions, riveting the media’s imagination and nurturing a culture of creativity in your shop.
Doug Dome, CEO, Dome Consulting
Peter Cumbo, CEO, Cumbo, Inc.

Take It to the Airways: Working with Leading Broadcast Outlets
When you place a story on the air nationally, you’re talking huge coverage—but what kind of story must you deliver to break into prime time? How should your radio pitch differ from TV? What does your spokesperson need to know and show? Feature possibilities? When to approach, how and with what?
Robert Smith, Bureau Reporter, National Public Radio
Nayeli Chavez-Geller, Correspondent, Univision
Linsey Davis, Reporter, ABC NewsOne
Lauren Petterson, Executive Producer Fox & Friends

Building an Online Influencer Campaign: Working with Marketing to Drive Blogger Engagement
Bloggers can make or break a PR campaign. Find out how PR and marketing are successfully (cautiously, diplomatically, collegially) working to capture the attention of influential online scribes, enlist their support and thereby amplify the corporate message.
Bryan McCleary, Director of Public Relations, Procter & Gamble Baby Care
Charles Harris, VP Strategic Marketing, FreeCreditReport.com
Daryl McCullough, CEO, Paine PR
Craig Howe, CEO, Rocket XL Entertainment

Secret Weapon for PR: How to Harness the Reach and Impact of Radio
Radio is a great untapped opportunity—it still reaches far more consumers than the Internet, and it’s easy to score coverage if you know some inside techniques. Learn how pitching audio differs from print and TV, plus discover the secrets of radio tours, PSAs, and live remotes.
Charlie Kaye, Executive Producer, CBS Radio News
Tim Scheld, Director, News & Programming, WCBS-AM 880- New York
Natalie Batos Vacca, Senior Producer, WOR-AM Radio/Producer, Joan Hamburg Show
Richard Strauss, CEO, Strauss Radio Strategies

Using Research, Surveys and White Papers to Generate Media Coverage
You probably have access to a trove of intellectual property—knowledge, wisdom, facts—that can drive press coverage for months and years to come. How can you locate these veins of fascinating information within your organization, how can you mine them, and how can you convert them to golden ink?
Michele Kling, Director of Media Relations, March of Dimes
Terry Corallo, Senior Director, Public Relations & Advertising, ADP
Sandra Fathi, President, Affect Strategies

Best Habits of Highly Effective Corporate Spokespeople
If you represent your organization to the press, you’ve got to think quickly on your feet—and command the most persuasive techniques, technologies and tricks of the trade. Enhance your skill set in just one hour—get best practice pearls from two veteran spokespeople.
Harvey Greisman, SVP, Worldwide Communications, MasterCard
Robert Christie, VP, Communications, Dow Jones & Company
Matthew Messinger, Senior Communications Consultant, Motorola
Mary Mears, Spokesperson, Environmental Protection Agency

Journalists Speak Out: How to Develop Long-Term Relationships with the Press
How can you make a personal connection to journalists? How can you help them and get them to rely on you as a resource? Which PR people do they respect most—and why? How can you promote mutual trust? Which pitching practices are most effective? Let leading journalists give you the keys to the kingdom.
Seth Porges, Associate Editor, Popular Mechanics
Robert Hordt, Managing Editor, Crain’s New York Business
Jonathan Clark, Afternoon Drive Producer, WCBS-AM 880 - New York
Joanna Saltz, Executive Editor, Seventeen

New Techniques for Supercharging the News Release in a PR 2.0 World
Just when the common press release seemed to be fading, new technologies have made it stronger than ever. Discover the latest tricks for adding life and longevity to your releases with search optimization, multimedia, Google and Yahoo services, social media and more.
Michael Pranikoff, Director, Emerging Media, PR Newswire
Laura Sturaitis, SVP, Media Services, Business Wire
Melanie Widmann, Social Media and Search Marketing Manager, Marketwire

Proven Thought-Leadership Strategies: Increase Credibility for Your Company
Thought leadership is a classic and powerful PR strategy—but difficult to achieve. Learn from successful examples how you can position your organization by promoting bold visionary concepts and becoming the media’s go-to resource for opinion and vision on the state of your industry . . . or the world.
Rachel Konrad, Senior Manager of Communications, Tesla Motors
Don Campbell, Manager, External Communications, Chevron
Michael Perna, VP, Marketing & Business Development, ConEdisonSolutions

PR Tech Throwdown: How to Choose the Best Media Relations Management System
New online applications can not only create lists, but also schedule, distribute, monitor and analyze the media relations function. But which is right for you? Here’s your chance to compare the top five systems in just one no-holds-barred hour.
Ted Skinner, VP, PR Products, PR Newswire
Steve Shannon, EVP, BurrellesLuce
Kye Strance, Director of Product Development, Vocus
Vanessa Bugasch, SVP, Marketing and Client Services, Cision
Jacques Gautreaux, VP Marketing, Bulldog Reporter

Mastering SEO, Google AdWords and Other Search Tools to Increase Visibility
If you’re ready to vault your website, landing pages, corporate videos, blogs, press releases, and online newsroom into the top of the search rankings, take in this one-hour bootcamp. You’ll learn all the latest tools, tips and tricks for making Google and Yahoo love you.
Howie Jacobson, Consultant/Author, "Google Ad Words for Dummies"
Bill Barnes, EVP, Business Development, Inquiro
Lee Odden, CEO, TopRank Online Marketing

Working with Major-League Business Media
Your management will be ecstatic when you place a story in one of these prestigious, high-visibility business media—but you’ll need a powerful hook that matches their editorial needs. Find out how to pitch, how they compete and what they want from PR.
Gregory Morcroft, Financial Editor, MarketWatch
Hannah Clark, Associate Editor, Inc.
Robert Lenzner, National Editor, Forbes
Stephanie Mehta, Assistant Managing Editor, Fortune