8:30 AM
Riding the Wave: The Future of Food
The rise of the Food Network, as well as organic, slow and "locavore" movements, has revolutionized interest in dining. But today's tightened spending, rising transportation costs and world economic malaise are having a counterbalancing effect on food consumption. What's the next big thing in food—in restaurants and at home in the U.S., and around the world?
Sara Moulton, Television Chef, Cookbook Author, Gourmet Executive Chef
9:30 AM
Pitching Food Writers at Top Daily
Newspapers
Daily newspapers publish a lot about food, but they move fast, and they have a distinctly different style from magazines. Which food trends will these editorial decision makers be following over the coming months, what does it take to get a food product mentioned or profiled, and how can you place your food personality in their pages? What about deadlines, best times to call, and most important, how do they prefer to work with PR and marketing professionals?
Sylvia Carter, Food Critic, Newsday
Carla Spartos, Reporter, New York
Post
Piper Weiss, Deputy Lifestyle Editor, New York Daily News
10:45 AM
Placing Your Food Spokesperson (or
Winemaker, Chef, or Restaurateur) in
the Press
What are the secrets of placing food celebrities, authors and experts in leading media? Should you emphasize the food, the personality, the expertise, all three . . . or other hooks? Listen as four leading food publicists share their techniques for placing food spokespeople in the national limelight—and making sure the coverage benefits your organization as well as the person.
Amy Binder, CEO, RF/Binder
Debby Fortune, President, Fortune PR
Dena Strum Klein, President, Family Features
Grace Leong, Managing Partner, Hunter PR
NOON
Lunch Keynote: New Challenges and
Responsibilities for Food Marketers
Never has the food industry been under such scrutiny—from watchdog groups, legislatures and regulators, to diners and home cooks. This attention translates into increased demands on food producers for new packaging, new recipes and additives, new processing techniques and even new labor practices. This new milieu challenges food marketers and publicists to increase message transparency and educational content, while striving to keep media reporting fair and balanced. Listen as one of the world's preeminent
food researchers, educators and authors brings us up to date on these issues.
Marion Nestle, NYU Professor, Author and Food Marketing/Politics Researcher
2:00 PM
Going Viral Online: Pitching Food
Bloggers
Food blogging makes up one of the most fertile subjects in the blogosphere, with hundreds of bloggers helping to set tastes, stir controversy, skyrocket new products to fame and trash others. Learn from some of the best-known and most prolific bloggers how they want to work with marketing and PR professionals and how they advise you respond to opinions from bloggers or blog readers that you believe are unfair.
Rachel Kramer Bussel, Publisher, "Cupcakes Take
the Cake"
Sloane Miller, Publisher, "Please Don't Pass the Nuts,"
"Worry-Free Dinners," aka Allergic Girl
Deb Perelman, Publisher, "Smitten Kitchen"
Megan Steintrager, Editor, "Epi-Log," Epicurious.com
3:00 PM
Getting Your Story Told in Top Food
Magazines
Food magazines remain some of the most influential and best-read sources of food information. Which key trends will these editorial gatekeepers be following over the coming months? How can you attract their attention with pitches for food products, books, personalities and destinations? How do they want to work with marketers and publicists?
Tara Bench, Food Editor, Ladies' Home
Journal
Todd Coleman, Food Editor, Saveur
Pamela Kaufman, Senior Editor, Food & Wine
Victoria Von Biel, Food Editor, Bon Appétit
4:15 PM
Practical Tools for Increasing Traffic to
Your Corporate Website Using "Earned"
and Paid Techniques
What can you do to increase the numbers of journalists, analysts, customers and prospects who visit your site? What are the pitfalls of attracting more traffic, and what usability qualities should your site have to fully take advantage of more visitors? Discover state-of-the-art techniques and strategies for building community and attracting more of the right kinds of visitors.
Ryan Bowling, Public Relations Manager, Mars Snack
Foods
Sally Falkow, CEO, Expansion Plus
Chris McBride, Co-Founder, CEO, Savory Cities
5:15 PM
Cocktail Reception