Session Descriptions
Wednesday, April 27 12:30-3:30 p.m. - Quick Start Leadership Workshop A leadership development program targeted toward chapter leaders. The half-day program covers some of the challenges associated with chapter management and is a great networking opportunity for leaders throughout the region. This workshop is open to all PRSA members who are currently leaders in their chapter or district or who are interested in getting more involved. 5:30-7:30 p.m. - Conference Opening Reception and Book Signing Party Let us personally welcome you to fabulous Las Vegas with complimentary cocktail and light appetizers. Meet
Thursday, April 28
8:30-9:45 a.m. - Morning Keynote: "Unleashing the Power of Culture" Donavon Roberson, Cultural Evangelist, Zappos.com Raving fans. Happy customers. Repeat business. All are the desire of businesses today. Is it possible to create an environment for these realities to find a home and thrive? We believe that it is and that it can happen with a few changes. Engaging in a high powered customer strategy doesn't happen by accident; it takes an intentional model of SERVICE to generate a loyal fan base in today's economy. Join Donavon Roberson, Operations Manager for Zappos Insights discusses why having a powerful customer service workforce begins with creating a solid company culture with passionate employees. 10-10:45 a.m. - Plenary Session: "Guiding Your Company's Social Media Policies: The Good, The Bad, and What I Learned to Avoid the Ugly" Karen Wickre, Senior Manager Corporate Communications, Google Feeling overwhelmed at the prospect of managing a social media presence for your company? With more than 150 product-related blogs (and 10 million unique visitors each month) and 100 different Twitter accounts, Google manages relationships with more than 2.3 million followers. Learn from their successes, challenges, and wisdom, including:
11 a.m.-Noon - Breakout Sessions "Integrated Marketing to a Diverse Audience" Peter O'Neill, Corporate Director of Public Relations, R&R Partners Fletcher Whitwell, Corporate Director of Advertising, R&R Partners R&R Partners leads the way in targeting the LGBT consumer through innovative and groundbreaking research, creative work, public relations, media and digital marketing. You may also know R&R as the creators of the wildly successful "What happens here, stays here" campaign for Las Vegas - Brandweek magazine's "Grand Marketer of the Year" Award - the first agency ever to win. This work has produced record visitation year after year, and has helped make Las Vegas the No. 2 brand in the U.S. behind Google, and has made the city a top pick for LGBT travelers. R&R's LGBT work has been recognized at the GLAAD Media Awards, Gay.com Travel staff and by the Human Rights Campaign. Beyond our work in marketing directly to the LGBT community, R&R Partners has a long history of pushing for LGBT rights in its home state of Nevada, winning hospital visitation rights, nondiscrimination in employment & public accommodations and most recently helping pass domestic partnerships for LGBT Nevadans.
"Creating a Successful Online Newsroom: Why and how to make a newsroom that stands out" Pete Codella, APR, CEO of Codella Marketing and NewsCactus Sally Falkow, APR, PRESSfeed A social media equipped newsroom is ground zero for publishing news and information about your organization on the Web today. Of all the information shared about you online, your own newsroom should lead the way in delivering timely, factual updates with supporting resources. Not having one central hub on your corporate site that connects all your news and social content is listed as one of the 10 mistakes organizations make in social media (source: Washington Post). Now that 77% of journalists find story ideas in social media and more than 65% of them are required to provide multimedia assets with their story, your newsroom needs to become a resource that provides the content journalists, bloggers, opinion leaders, and even the public are searching for. A newsroom with content that has been optimized for search engines can play a strong supportive role in your company's online search strategy. Adding social media features to your newsroom also influences search placement because search ranking algorithms now include social content. This session will focus on newsroom features most requested by journalists and review online newsroom best practices and case studies. You'll learn how to:
"Developing a Mobile Media Strategy for your PR Objectives" Brian DeLong, Ideavise, Mobile Media Applications The mobile space is changing the game for both your internal users and your customers. Employees and customers are increasingly more mobile, with heightened user expectations and changing workflows and interactions. Leveraging and innovating in this space is critical to both acquiring and maintaining customers and employees. It requires understanding of both new functionality such as geolocation, near field communication, and QR codes as well as the constraints of the medium: data speeds, intermittent connectivity, touch interactions, and screen real estate. All of this must be taken into account when developing a mobile strategy and associated applications. It's more then just making smaller versions of existing assets. Come learn about the latest trends and tools you can use to help develop and define a mobile strategy for both your internal and external users. 12:15-1:45 p.m. - Luncheon Keynote: "Navigating the Absurdities: Politics, Politicians and Modern Media" Ken Rudin, National Political Editor, National Public Radio After more than a quarter century of navigating the absurdities with ABC News and National Public Radio Ken Rudin has more than his fair share of stories to tell. Hear his hilarious stories and learn from his amazing experiences. We'll get a fun and entertaining look at what he thinks is coming in Congress, from candidates and the next batch of campaigns and advice about how to prepare.
2-3 p.m. - Breakout Sessions "Carefully Marketing Your Client's Green Side" Craig Ruark, LEED AP+, Nevada By Design Denis Wolcott, APR, The Wolcott Company With the U.S. emerging from a recession, 2011 is considered the year that "green" will return as a stronger consumer choice and a "brand" that benefits a corporation's social responsibility platform and overall image. Many companies have discovered the advantages of promoting green products and sustainability initiatives. But "going green" and "green messaging" are full of pitfalls. The landscape is littered with companies that boasted their "greenness" too loudly or too soon, didn't analyze all aspects of a green initiative, or simply didn't have the right strategy. Whether you are helping a company launch their first green effort, or looking to enhance an existing green brand, this session will give you the tips and information needed to successfully navigate this constantly shifting arena. In this session, you will learn: - Why does a company or product need to be green? - What is "green marketing" and is it worth the effort? - What are "greenwashing" and other key terms? - Negotiating beneficial partnerships with environmental organizations. - How to analyze the potential pitfalls and danger areas of a green initiative and provide sound strategies. - What are the five types of consumers in the "green" market and how to they influence your decisions? - How to calculate the ROI of a green initiative. - What are the benefits of a green label or sustainability certification? - The ins and outs of sustainability reports.
"Gen X, Y and Z: Bridging the Generational Divide" Derek Schoen, Social Media Specialist, Aria Resort Molly Ancell, "O" Publicist, Cirque du Soleil Georgeann Pizzi, Account Executive, Mass Media Corporate Communications Gain a fresh perspective from three up-and-coming professionals who are making big impressions early in their careers. We'll discuss what Gen X and Y bring to the party in terms of strategies, tactics, media and messaging. And how we can create a dialogue for great communication between generations - whether within your workplace or in your next PR campaign.
"The Legal Aspects of Social Media, Keeping Compliant in the Web 2.0 World" Mark Tratos, Shareholder, Greenberg Traurig Social media and the evolving digital landscape have dramatically transformed the way we connect with family and friends, consume our daily news and market and brand our businesses. As public relations professionals, the opportunities have never been greater to be a trusted counselor as we help our clients navigate this new E-commerce landscape among the myriad new media platforms. While it's an exciting time for our profession, it's also important to understand the legal implications, common pitfalls to avoid and the potential negative and serious consequences of non-compliance in the Internet 2.0 Era.
"Beyond Pretty: Making the Most of Your Design and Printing Partnerships" Rob Madison, Graphics West Victor Rodriguez, eurie creative
The relationships between PR professionals, a design team, and a printer can lead to incredible successes or complete disasters. Join two Vegas-based professionals in a presentation and panel discussion where we'll discuss:
3:30-4:30 p.m. - Breakout Sessions "The Barcelona Principles: The New Standard in PR Measurement" K.C. Brown, Senior Vice President of Analysis Services, Cision In this era of data-driven decision making, public relations professionals are pressured to supply hard numbers to show results. Advertising equivalencies no longer capture the intricacies of the PR value. Where do we go from here? The Barcelona Principles of Measurement were released last year to begin establishing clear standards and common approaches to measuring and evaluating public relations results. Learn about them and how they can help you make the business case for public relations even stronger.
"The Future of Media: Hyperactive. Hyperlocal. Hyperengaged." Johna Burke, Senior Vice President, BurrellesLuce As the media continues its evolution, it's no longer enough to simply capture eyeballs or count page The paradox of emerging media and the challenges facing content providers and media professionals.
"Pulling Out the Red Carpet for Organizational Changes" Karen McCarthy, Sr. V.P., M5 Public RelationsPulling Out the Red Carpet for Organizational Changes The 30-year old group m5 and its member companies had seen gradual growth of its companies over time-until 2010 when growth exploded. Group m5 is formed of five member companies focused on public relations, marketing communications, digital, research and direct marketing. It has operated extensively throughout Atlantic Canada, and in recent years also worked in the northeastern US in the telecommunications, gaming and tourism sectors. This lead to the purchase of a firm in Manchester, New Hampshire in December 2009-a needed foothold for its business growth agenda one hour north of the robust Boston marketplace. Integrating the New Hampshire team (bGG Advertising) into group m5 became a year-long process in employee communications, systems compatibility, a learning of the "m5 way" and eventual launch as m5 New Hampshire just a few months ago. Just as this integration process was underway, group m5's leaders settled into negotiations for what would become a "shocker" of an announcement in the Atlantic region of Canada. During the summer of 2010 long-time communications firm and competitor Bristol closed its doors due to financial difficulties; group m5 hired nearly all of Bristol's employees (80) and transitioned most of their clients into the m5 system. The business move put group m5 and its companies in the dominant full-service agency space on Canada's east coast, increasing its staff from 160-240, moving its revenue bar by millions of dollars and doubling the capacity of its public relations and research arms. In this presentation, Karen McCarthy tells us specifically about the application of public relations and communications to this enormous change in industry and inside group m5's member companies. The role of pr was understood and accepted at the negotiating table as Karen provided counsel to group m5's owners on managing through such a weighty transition with employees, media, suppliers, current and new clients, governments, the business community and more. Learn about intranet sites tailored to new and existing employees; media and spokesperson strategies; management of client expectations; and more. Get answers to these questions: - How do you communicate a business move was not a merger despite the fact that your competitor closed its doors only two hours before you announced making job offers to 80 of the competitors' former employees? - How do you assure your current clients that they come first, despite the fact that your organization is growing dramatically? - During a business transaction involving two private companies, when and how do you engage with the competitor's communications team to plan public announcements and employee transition? - How do you convince your former competitor's clients to move their business to your agency? The art of public relations, communications, sound business ethics and a willing team of players make such a business transaction a great case study for communications and business professionals alike.
Organized Crime Vegas Style: Where It's a Crime If You're NOT Organized" Brenda Prinzavalli, Owner, Prinzavalli Balanced Organizing Solutions Don't gamble on getting results! Being productive and effective can produce results with less effort.
Friday, April 29
8:30-9:30 a.m. - Plenary Session: "What Really Does Happen in Vegas: The Story Behind the Campaign" Randy Snow, Chief Strategic Officer, R&R Partners Cathy Tull, Senior Vice President of Marketing, Las Vegas Convention and Visitors Authority A brief history of Las Vegas advertising and the campaign that is still making history. Go back to the turn of the century (the 21st century) and learn about the insights and decisions that led R&R Partners to develop a series of ad campaigns unlike any the destination marketing industry had ever seen. See the ads (and hear the stories behind them) that have help established Las Vegas as one of the world's leading brands, including examples from all four years of the "What happens here, stays here" campaign.
9:40-10:40 a.m. - Plenary Session: "Voices from the Valley: An Inside Look in to Vegas Newsrooms" Bruce Spotleson, Greenspun Media Ken Ritter, Associated Press Like many cities in the Southwest, the Las Vegas media market has changed dramatically in the past five years. The madness of the constant news cycle is matched the dizz ying speed of dialogue directly between news and its audiences. How are newsrooms keeping pace and maintaining quality? Bring your questions to this panel discussion featuring print and TV editors from local and regional media outlets.
10:50-Noon - Plenary Session: "Trendspotting & The New Fame" Richard Laermer, CEO, RLM Public Relations As a special guest to close out the conference, Richard Laermer, PR visionary, former journalist, and author of five bestselling books including 2011: Trendspotting, Punk Marketing and Full Frontal PR will give attendees the real meaning - and value - of aggressive, smart PR. Please note: Topics and speaker lineup are subject to change |
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