This year's keynote addresses will stimulate, provoke and provide new visions for communicating
Charlie
Rose (interviewed by Howard Rubenstein)
"The Art of the Story: Finding the Heart of Drama"
What are the elements of a memorable and moving story—one that captures the attention of editors, influencers and the general public? How do you find these magical elements, how do you order them, how do you express them? If storytelling is a key talent of corporate communicators, how can we rise above commerciality to create drama, relevance, urgency and human connection? Get the perspectives of one of the great journalists of our time and discover how to translate his unerring sensibility to your work. Mr. Rose will be interviewed by Howard Rubenstein, CEO of Rubenstein & Associates, a public relations master who has his own unique sense of what makes a great story.
Charlie Rose is the most incisive and accomplished interviewer in American broadcast journalism. His career has spanned responsibilities as managing editor for the series Bill Moyers' International Report, executive producer of Bill Moyers' Journal, and later Moyer's series U.S.A: People and Politics, where his "A Conversation with Jimmy Carter" won a Peabody Award in 1976. From 1984—1990, Mr. Rose worked as anchor of CBS News Nightwatch, where his interview with Charles Manson won an Emmy Award. His most enduring achievement, the Charlie Rose show, premiered in 1991. There, Mr. Rose has interviewed hundreds of the most celebrated and provocative politicians, actors, scientists, musicians, academics and business people.
Robert Scoble
"The Future of Social and Consumer-Generated Media"
No PR professional can ignore the impact of blogs, social networks and wikis: Today's new media technologies make it easier than ever for independent citizens to break news, critique new products, editorialize on corporate developments and generally disrupt well-laid communications plans. What can we expect next from consumer—generated media—will the novelty wear off, will social media become pervasive in business life, will corporate communicators make peace with this phenomenon or will we be cast out by the social media "police"?
Perhaps the best-known blogger ever, Robert Scoble is a technical evangelist, writer, and the author of the blog Scobleizer, which he started at Microsoft. He is now VP, Media Development at video—podcast company PodTech.net, where he produces the ScobleShow, interviews and stories about "geeks, technologists and developers." He is co-author of "Naked Conversations: How Blogs Are Changing the Way Businesses Talk with Customers."
Duncan
Wardle
"The Future of PR: How New Technologies Will Transform the Way We Communicate—as Consumers and as PR Professionals"
Social media and viral techniques are not just revolutionizing marketing, they are also transforming our social dynamic. To survive these changes, we must learn to tell authentic stories in an increasingly skeptical world, and we must learn to communicate in a world where consumers will choose which brands they engage with, as well as when, where and how they choose to engage. Learn how one of our profession's leading practitioners is preparing his organization with a new mission for the future—new roles, new strategies and exciting new skill sets.
Duncan Wardle is VP, Global PR for Disney Parks. His role encompasses strategic development and creative ideation of PR campaigns designed to raise awareness, generate buzz and increase visits to Disney Parks worldwide. Most recently, his team launched the company's first Word of Mouth and online Social Network Campaign, enlisting thousands of evangelists—leveraging their passion to convert new audiences.
Mike
Moran
"Do It Wrong Quickly: What Corporations Need from PR in
Today's Transforming Marketplace"
What do corporations expect and need from PR practitioners in the face of today's sweeping technological changes—what role do they expect us to play in an increasingly integrated marketing mix? Which new tools do our clients want us to take charge of, what kinds of ideas are they looking for from us, how can we distinguish ourselves while making a valued contribution to the corporation's reputation, sales and bottom line? Learn how communications practitioners can increase their value and rewards over the tumultuous times ahead.
Mike is an IBM Distinguished Engineer for IBM's OmniFind Search and Text Analytics. Before that, he spent eight years working on IBM's customer-facing Web site, www.ibm.com. Mike is an expert in search marketing, Web personalization, and Web metrics. He is the author of "Do It Wrong Quickly: How the Web Changes the Old Marketing Rules" and is co-author of the best-selling Search Engine Marketing, Inc.