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In today’s information-driven society, public relations practitioners have to compete for space in the public consciousness. We must develop effective messages and methods to reach beyond the psychological and physical barriers between our organizations and our target audiences. However, just getting the information through is not enough these days. How do we go beyond increasing information levels and drive them to action? Whether we’re trying to start, stop or change a behavior, PR needs to do and be more in order to maintain relevance.

Morning Plenary Session
Diversity Is a Journey. An Ongoing Journey.
Bill Imada

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By 2050, more than 50 percent of the total U.S. population will be non-white. Most major cities are already experiencing rapid demographic changes. How do public relations practitioners reach increasingly diverse audiences? Learn about specific strategies, methods, and channels to increase participation from communities around the country including an easy-to-use formula on reaching, touching, and connecting with diverse audiences and communities.

Bill Imada is the Chairman and Chief Executive Officer of the IW Group (formerly Imada Wong Communications Group), a full-service communications firm that specializes in the growing multicultural markets here in the U.S. With more than a decade of experience in marketing, public relations, advertising and training, Bill and his company have and continue to represent some of the top global brands, including AT&T, Farmers Group, Nike, Merrill Lynch, Washington Mutual, GlaxoSmithKline, Blue Cross, AT&T Wireless Services, Feld Entertainment, and many others.

Morning Breakout Sessions

Tell Us What You Really Think: How to Effectively Conduct Focus Group Research
Anthony J. Ferri, Ph.D.

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A focus group is an effective way to obtain valuable information about your constituents. Many times we don’t have the budget or resources available to conduct a focus group. Why not do it yourself? Learn the different functions and applications of focus groups, get a step-by-step guide on how to conduct a focus group, and find out what resources you will need to get started.

Dr. Anthony J. Ferri is an Associate Professor in the Hank Greenspun School of Journalism & Media Studies (Ph.D., 1979, Wayne State University). He teaches courses and conducts research in media professions, film, and health communication. He is published in various communication research journals and recipient of the 1990 Rita Deanin Abbey Award for Teaching (UNLV). As a research consultant, Dr. Ferri has worked for utilities, health care organizations and casinos in Southern Nevada.

Targeting Tomorrow’s Leaders: Building a Comprehensive Youth Education Program
Mitch Bishop and Lisa Story, APR

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Responsible water use in the arid Mojave Desert is imperative to the long-term success of the Southern Nevada community. Hear more about how the Southern Nevada Water Authority (SNWA) developed one of the nation’s best and most comprehensive youth education programs to ensure today’s kids – and tomorrow’s leaders and voters – are well versed on water issues facing the Southwest.

Lisa Story, APR, is currently the Web Content Manager for the Las Vegas Valley Water District (LVVWD) and Southern Nevada Water Authority (SNWA). She oversees the content development, marketing, and overall coordination of eight Internet sites and the company’s intranet site as well as leads the companywide Web Representatives Team.

Mitch Bishop coordinates youth education programs for the Southern Nevada Water Authority. Those programs make up H2O University and include a youth advisory council, professional education classes for teachers, as well as printed education materials.

Lessons Learned: Communicating in Crisis
Dave Tonelli and Karen Morales

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Have you ever had one of those days? Imagine learning that half the county’s flu vaccine shipment has been scrapped? Or, how about getting a late-night call that a construction crane tipped over onto a passing car on a busy highway? Come and learn from some PR pro’s as they share how they managed to make the most of difficult situations.

Dave Tonelli is a member of the public information team at the Clark County Health District in Las Vegas, one of the largest local health agencies in the country. He specializes in public and media relations, persuasive and informative writing projects, communications training, video production services, and website development, and interacts with other aspects of the agency’s public relations functions.

Karen Morales, APR is the spokesperson for the Southeast Corridor Constructors, the lead contractor for Denver’s Transportation Expansion Project (known as T-REX). This $1.67 billion transportation project is alleviating traffic congestion and adding transportation options with highway expansion and a new light rail spur with 13 stations.

Luncheon
PR Naturally: Using Education to Build a Marketplace
Suzanne Shelton

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The natural products industry has gone from fringe to mainstream over the last decade, driven primarily by using PR to educate consumers about healthier choices. This is an audience for which traditional tactics can backfire if care isn’t taken to understand their unique sensibilities, yet they are hungry for information on healthier choices. They are highly motivated by trust and shared values, and they know when a company is sincere. Learn about natural products PR, how to succeed, what to avoid in this highly specialized arena.

With more than 20 years spent in niche marketing for the natural food industry, Suzanne Shelton's experience includes public relations and publicity, industry groups liaison, government relations, crisis communication management, and sales and marketing strategy.

She is currently PR Committee Chair for the American Herbal Products Association (AHPA), on the Communications Committee for the National Nutritional Foods Association (NNFA) and serves on the Board of Directors of Citizens for Health. Additionally, Suzanne founded the Consultants Association of the Natural Industry (CANI) 12 years ago and served as its president. Suzanne has written for many natural products industry trade and consumer magazines, and she is a frequent speaker at national trade shows.

Afternoon Breakout Sessions
How to Get More Customers Who Will Pay You More Money, More Often
Jim Ackerman

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Learn the three ways to grow any business or professional practice. Learn how to “leverage” your marketing efforts to maximize your results. Break free of closely held, stifling and erroneous beliefs about what works in marketing. Hear about powerful, profit-proven principles, strategies and easy-to-use tactics in an energetic and riveting presentation, citing stories of those who have "done-it," using these methods.

Jim Ackerman is a nationally known marketing consultant, copywriter and author who specializes in direct response and alternative marketing systems. Jim's degree is in journalism and he has years of experience as a TV reporter and assignment editor, prior to turning to marketing.

The Thrill of a Lifetime: Launching a New Thrill Ride from 5000 Feet
Michael Gilmartin and James Woodrow

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On October 2003, Stratosphere Casino Hotel & Tower launched a mega thrill ride called X Scream. In a city of extremes, it’s tough to top some of Las Vegas’ top attractions. Learn how the launch team staged one of the biggest and best openings of the thrill ride industry and garnered worldwide attention.

Michael Gilmartin currently serves as public relations manager for the American Casino & Entertainment, which includes the Stratosphere Casino Hotel and Tower, Arizona Charlie’s Decatur and Arizona Charlie’s Boulder. He has worked for United Parcel Service, R&R Partners and PR Plus in a variety of capacities including government affairs & lobbying, account services, community affairs and public relations.

Rebuilding Trust in Travel: How the Airline Industry Recovered from the 9-11 Tragedy

Elaine Sanchez

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The tragedy of September 11, 2001, brought the travel industry to its knees. How could travelers feel safe in the air again? Hear how McCarran International Airport — the gateway for so many Las Vegas visitors — restored traveler confidence in security. It’s resumed its place as one of the world’s busiest destinations, welcoming over 41 million travelers last year.

Elaine Sanchez is the Public Affairs Manager for McCarran International Airport. With more than 8 years working in the government and private sector, she brings with her experience in crisis communications, marketing, advertising and public relations. She oversees a staff of four while serving as the chief media spokesperson for the airport. She also hosts "Flight Path," a community affairs program designed to give Southern Nevada residents and aviation fans an inside look at Clark County's Airport System.

Afternoon Plenary Session
When the News Isn’t Good: MGM MIRAGE Responds to the Roy Horn Incident
Alan Feldman and Dave Kirvin

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The onstage tragedy involving Roy Horn and one of his beloved white tigers shocked the world and brought a sudden end to the most successful live production team in the history of Las Vegas. The news coverage was intense and worldwide. Come and hear how The Mirage PR team responded to the immediate crisis, the local, national and international outreach from media and fans, the issues raised by animal rights activists, and the economic impacts to the community, the company and the members of the show's cast and crew.

Alan M. Feldman serves as Senior Vice President of Public Affairs for MGM MIRAGE. As the company’s principal spokesperson, he is responsible for overseeing all public relations efforts for the Las Vegas-based publicly traded hotel and gaming company. Mr. Feldman also oversees the planning and implementation of the company’s community and government relations programs.

Dave Kirvin, a partner at Kirvin Doak Communications, has successfully developed and executed public relations campaigns and special events for some of Las Vegas' most successful resorts, entertainment productions, restaurants and retail outlets. Some of those include MGM MIRAGE, Mandalay Bay Resort & Casino, Cirque du Soleil, Siegfried & Roy, Wolfgang Puck Fine Dining Group, MAMMA MIA! and Clint Holmes.