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• About PR News

What role will PR play in Web 3.0 – and, just as importantly, what role will YOU play? How can you leverage the traditional tenets of online communications and the “next practices” without spending your every last dollar and hour on new media?

You are invited to join PR News to network and learn, as we bring together the experts in digital communications who will share their ideas, tactics, lessons learned -- and who want you to succeed. We'll make sure you leave this one-day summit equipped with a smarter, more cost-effective PR plan that harnesses the power of online to improve your organizations reputation, mind share and bottom line.

• Make the business case for social media in your organization
• Manage your C-suite's expectations with new media
• Use video to enhance your brand
• Optimize press releases to drive sales, traffic
• Participate in Facebook, MySpace, LinkedIn
• How to use Twitter, wikis, Digg and other social media tools
• Build strong relationships with Bloggers
• Write for the Web so your message is seen and syndicated
• Manage or avoiding a crisis via the Web
• Measure online communications efforts
• Leverage Google and learn smart SEM and SEO tactics
• Recruit and retain top talent for your online initiatives
• Use viral PR & marketing to great effect
• Use the Web for outreach
• Integrate social media in your communications plan
• Improve your media relations and blogger relationships

More than 40 Fresh Ideas to Implement Right Away
Online Checklists to Use Year-Round
Definitions of New Media Terms
Handy list of Top Social Networking & Community Sites and Tools
Proprietary Networking Contact List of Attendees & Speakers
Handouts from Speakers
New contacts for networking and deal-making

Agenda:

8:30 - 9:15 a.m.
Closing the Gap with the C-Suite

9:15  – 10:15 a.m.
Building Community & Reputation Online With Social Media Tools

10:15 - 10:30 a.m.
Networking Break

10:30  - 11:30 a.m.
Hands-On Workshop: Improving Your Search Engine Marketing & PR

11:30  - 12:20 p.m.
Managing (or Avoiding) A Crisis Online

12:30 – 1:30 p.m.
Luncheon + Food for Thought

1:45 - 2:30 p.m.
Measuring New Media: It Can Be Done

2:30 - 2:45 p.m.
Networking Break

2:45  - 3:30 p.m.
Video 2.0 Workshop: Show + Tell + Prosper

3:30. - 3:45 p.m.
Networking Break

3:45 - 4:30 p.m.
17 Ways to Communicate with and Influence Online Journalists & Bloggers

4:30 - 5 p.m.
What We've Learned: 25+ Ideas from the Summit, plus a Champagne Toast and Guest Comedian (PR Exec by Day, Stand-up Comedian by Night)

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8:30 - 9:15 a.m.
Closing the Gap with the C-Suite
It’s a battle communications executives face time and time again: You can’t get the support from upper management to execute your ideas. Based on recent PR News research and other industry findings, most communications executives are frustrated by the lack of support or funding for digital communications efforts. This day-opening – and eye-opening – panel will include the best practices of organizations that have closed the gap between PR imperatives and C-suite resistance. You’ll get:

• Insight into why this gap still exists, and what you can do to begin closing it.
• Best practices for transitioning from the position of tactician to that of strategist/consultant with your CEO, CMO, CFO and legal counsel.
• Tips to illustrate how digital drives business growth, including speaking in the C-suite’s language 
• Strategies for getting buy-in for your ideas – from launching a CEO blog to participating in social media across the Web.
• Steps you can take internally to prove your value to senior management.
• Case studies of communicators who are leading the digital way in their organization.   

Speakers:

• Steve Cody, President, Peppercom
• Jennifer Martin, Director of Public Relations, CNN
• Surya Yalamanchili, Director of Marketing, LinkedIn

Moderator:
Paul Philp, VP, Products, dna13

9:15 – 10:15 a.m.
Building Community & Reputation Online With Social Media Tools
Managing your organization’s reputation online and communicating with your key stakeholders has never been more difficult. The Web presents challenges and unparalleled opportunities to harness better and smarter relationships with stakeholders. This requires new tools, skills and approaches to traditional PR practices. This panel of experts will cover how you can use social media platforms to improve your PR and your bottom line. From MySpace to Facebook, from Twitter to VSocial, from Utterz to Digg – learn what will work for you and what won’t.

We'll cover:

• Social Networks: learn how to maximize your resources for the best return.
• Widgets: what they are and what they mean to you.
• Blogs: creating, maintaining and responding to blogs.
• Create and Manage a Wiki.
• Word of Mouth/Viral Marketing Online: set up online communities, loyalty programs and other WOM techniques.

Speakers:

• Sue Bohle, President, The Bohle Company
• Bonin Bough, EVP, Interactive, Social & Emerging Media, Weber Shandwick
• Idil Cakim, VP, Interactive Media, GolinHarris
• George Wright, Marketing Director, Blendtec

10:15 - 10:30 a.m. - Networking Break

10:30 - 11:30 a.m.
Hands-On Workshop: Improving Your Search Engine Marketing & PR
Every element of digital communications has its own degree of importance, but there is one thing that consistently ties it all together: Search. This Workshop will untangle the Web of confusion surrounding how search engine optimization and marketing actually work, and you will walk away with:

• Guidelines for creating cost-effective SEO and SEM strategies
• A framework for social media press releases
• An understanding of how your company and brands are being searched
• Tricks for identifying the best search terms and keywords for your campaigns
• Ways to track optimization's effects and to measure a promotion's results
• Linking techniques for blogs and social networking pages

Speakers:

• Andrew Barnett, Digital Strategist, Fleishman-Hillard Digital
• Greg Jarboe, President and Co-Founder, SEO-PR
• Doug Winfield, Vice President Digital Strategies, Waggener Edstrom

Moderator:
Steve Shannon, Executive Vice President, BurrellesLuce

11:30 a.m. - 12:20 p.m.
Managing (or Avoiding) A Crisis Online
When dealing with setbacks of any kind, PR professionals like you must have the smartest, most updated crisis management plan possible– and that means leveraging the Internet and email communications. With the 24/7 news cycle that includes bloggers and citizen journalists potentially wreaking havoc on your organization, knowing how to use the Web to your advantage is critical. This highly interactive panel will address:

• How (and when) to respond to bloggers and other negative exposure online.
• How to set up a dark site.
• Leveraging social networking sites and other new media to manage your reputation.
• Knowing the crisis rules and testing your online processes.
• Integrated online and offline crisis management.
• Communicating to your stakeholders online during and after a crisis.
• 10 proven tips for post-crisis management.

Speakers:

• Dallas Lawrence, Vice President- Digital Media, Levick Strategic Communications
• Jim Lukaszewski, CEO, Lukaszewski Group
• Monte Lutz, Vice President, Digital Public Affairs, Edelman Public Relations 

12:30 – 1:30 p.m.
Luncheon + Food for Thought
No keynote speaker at this lunch. We’ve designed a lunch around you and your colleagues to share ideas and challenges while you enjoy a nutritious lunch. Pick a table with a topic that appeals to you, or just network with your peers.

Table topics include:

• Internal Communications Online
• Talent Management: Recruiting & Staffing
• Budgeting
• Integrated Communications
• IT Challenges
• Breaking Down Silos between PR and Marketing
• Media Training 3.0

1:45 - 2:30 p.m.
Measuring New Media: It Can Be Done
Measurement is a Holy Grail for communications executives, who must continuously justify their budgets with tangible evidence of their contributions to bottom-line business results. It’s a tough task, and it’s made all the more challenging by the ever-growing roster of new media platforms that must be taken into account as well. But don’t despair: This Workshop will address your foremost concerns head-on with tactics to help you:

• Determine if the digital outputs, outtakes and outcomes are achieving organizational goals, via a “Five Step Measurement Process”.
• Learn simple but effective “tricks” with math, including some easy ROI and “proof-of-performance” calculations.
• Measure the impact of coverage in blogs and social networks.
• Allocate the right resources (people and budget) to measurement efforts.

Speakers:

• Norman Clements, SVP Global Analysis, Cision
• Curtis Hougland, CEO, Attention PR
• Rob Key, CEO, Converseon
• Patrick McCrummen, Acting SVP, Communications & Marketing, American Red Cross

Moderator:
Kye Strance, Director of Product Management, Vocus

2:30 - 2:45 p.m. -Networking Break

2:45 - 3:30 p.m.
Video 2.0 Workshop: Show + Tell + Prosper
There are enormous changes facing communicators as the media continues to fragment -- and video presents an outstanding communications tool to leverage your brand, manage reputation and reach out to existing and prospective stakeholders. This Workshop, which will include examples of outstanding video communications, will help you:

• Build Web-based video content that appeals to your audience.
• Understand the technology and the resources needed to launch a video program.
• Measuring the impact of video.
• Leverage YouTube and other social media sites with your video and other’s video.
• Devise the tactics to get your video off the ground and running.

Speakers:

• Paula Berg, Manager of Emerging Media, Southwest Airlines
• John Earnhardt, Senior Manager, Media Relations, Cisco Systems
• Steven Haft, AllScreen Studios

Moderator:
Doug Simon, President & CEO, D S Simon Productions Inc.

3:30 - 3:45 p.m. - Networking Break

3:45 - 4:30 p.m.
17 Ways to Communicate with and Influence Online Journalists & Bloggers

Media relations may be a long-time pillar of public relations, but developments on the digital front have completely redefined who—and what—the media really is. Now, your best friend—or worst enemy—isn’t that BusinessWeek reporter you’ve been trying to get ink with, but a faceless blogger who has powerful influence over your target audience. Here’s your chance to ask reporters and bloggers the questions you need to know to advance your media relations online. Hear what they like to cover, and how they do their jobs in this non-stop news cycle. Learn what irks them and helps them. Get inside the world of online journalism and blogging and discover how to capture their attention (in a positive way) online.

This Workshop will address this new media landscape, and it will give you the tools you need to:

• Communicate with (and get positive coverage from) citizen journalists.
• Identify the most influential bloggers in your space.
• Pitch your stories to bloggers.
• Develop ongoing relationships with new media influencers.
• Influence the traditional media online.
• Measure your media relations efforts online.

Speaker:

• Richard Laermer, CEO, RLM and author "2011: Trendspotting"
• Joe Ciarallo, Editor, mediabistro's PRNewser
• Michael Malone, Blogger, Broadcasting & Cable
• Andrea Stone, Reporter, USA Today

Moderator:
Andy Gilman, President, CommCore Consulting

4:30 - 5 p.m.
What We’ve Learned: 25+ Ideas from the Summit
Plus - a Champagne Toast and Guest Comedian (PR Exec by Day, Stand-up Comedian by Night)

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If you spend at least a quarter of your time in any of these areas, you should attend this Summit:

• Public Relations
• Public Affairs
• Media Relations
• Brand Marketing
• Community Relations
• Web Design/Interface
• Video Production
• SEM Management
• New Media
• Research
• Measurement
• Financial Communications Crisis Management

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Grand Hyatt New York
Park Avenue at Grand Central Terminal,
New York, NY, USA
Tel: 212-883-1234
Fax: 212-697-3772
Get Directions

Please call the hotel directly to reserve your room.

Additional Hotel Options (2 blocks from the Hyatt):

W New York - The Court
130 East 39th Street (Between Lexington and Park Avenue)
New York, NY, USA
Tel: 212-685-1100
http://www.starwoodhotels.com/whotels/property/overview/index.html?propertyID=97500

W New York - The Tuscany
120 East 39th Street (Between Lexington and Park Avenue)
New York, NY, USA  
Tel: 212-686-1600
http://www.starwoodhotels.com/whotels/property/overview/index.html?propertyID=97501

Questions?
If you'd like to register by phone or have questions regarding the program, please contact conference coordinator, Saun Sayamongkhun at ssayamongkhun@accessintel.com; 301-354-1610.

The PR News family of products includes the weekly publication PR News, PR News Webinars and Workshops, the Platinum PR Awards, PR People Awards, CSR Awards, Nonprofit PR Awards, The 100 Best Case Studies Book, Guidebook to Best Practices in CSR; Guidebook to Best Practices in Measurement, Digital PR, Crisis Management and Media Training Guidebooks and PR News Webinars.

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