SUNDAY,
APRIL 6
INTENSIVE FULL-DAY WORKSHOP
9:00AM – 5:00PM
Social Media Strategies for
PR: Intensive Hands-On
Bootcamp
Sally Falkow,
APR,
President, Expansion Plus
Doug Hay,
CEO, Expansion Plus
The Ultimate Corporate
Spokesperson: Advanced Media Training
TJ Walker,
President, Media Training
Worldwide
INTENSIVE HALF-DAY
WORKSHOPS
1:00PM – 5:00PM
 Message Mapping: Cornerstone of
Powerful Corporate Communications
Tripp Frohlichstein
President, MediaMasters Training
WELCOME NETWORKING
RECEPTION
4:30PM — 6:30PM
Link up! Join us to make fun, profitable
connections with dozens of the most dynamic
communications professionals in the business.
Sponsored by PR Newswire
NEWSBREAK LOUNGE
4:30PM Sunday — 12:00PM Tuesday
in the exhibit area
Sponsored by Critical Mention
MONDAY,
APRIL 7
Continental Breakfast 8:00AM
Sponsored by News Generation, Inc.
SESSION 1
PR TECHNOLOGY UPDATE
8:15AM – 8:40AM
Show Your Best Stuff to the World
The new world of media, both online and
traditional, is multimedia—video, photos,
audio, text. But how do you distribute these
varied forms of your message to the right
people—to social media, to online editors at
newspapers and magazines, to bloggers, to
radio and TV producers? When you show your
best stuff in a dramatic way, people notice. But
how do you gain the attention your products
and services deserve? You start with compelling
video. Then, you get that message out—using
an integrated and optimized approach—so
you can directly reach and influence your
target audiences, online and off. Discover bold
new ways to create and distribute your very
best stuff.
Todd Grossman, Vice President, Sales, MultiVu
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WELCOME
8:45AM - 9:00AM
"Why PR Needs a New Narrative"
Jim Sinkinson,
Publisher, Bulldog Reporter  SESSION 2
KEYNOTE ADDRESS
9:00AM - 10:00AM
"The Art of the Story: Finding
the Heart of Drama"
by Charlie Rose interviewed by
Howard Rubenstein
SESSION 3
KEYNOTE ADDRESS
10:00AM - 11:00AM
"The Future of PR: How
New Technologies Will
Transform the Way We
Communicate"
by Duncan Wardle
SESSION 4
PR TECHNOLOGY UPDATE
11:00AM – 11:25AM
Public Relations' Powerful New Role in
Driving Sales
We all feel it: Public relations is changing
dramatically. Once a silo dedicated solely to
media relations, today PR must play a leading
role in integrated sales and marketing
strategies. Indeed, when used correctly, PR
has the potential to drive measurable sales.
In this session, you'll learn best practices for
integrating PR with traditional marketing,
maximizing press release distribution through
SEO and analyzing your effectiveness in
boosting website traffic and driving company
sales.
Bill Wagner, Chief Marketing Officer, Vocus
SESSION 5
11:30AM – 12:15PM
Influencing the New Influencers: Blogs,
Podcasts and Online Video
Online communities are revolutionizing public
relations by creating new centers of influence.
Learn how to tap into these teeming sources of
energy and potential goodwill to make friends
and advocates . . . and influence buyers.
Paul Gillin, Principal, Paul Gillin
Communications; Author, "The New
Influencers: A Marketer's Guide to Social
Media"
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Teaching Your Execs to Love and Master
the Press Interview
When it comes to training skittish C-suite execs
to meet the press, you are usually the first line
of defense. In less than one hour in this session
you'll gain a fool-proof methodology and
curriculum for making your spokespeople more
comfortable, more confident and more powerful
voices for your message.
Jon Greer, President, Media Bridge
What Every CEO Wants to Know: What is
the Value of Your Reputation?
Every chief executive wants a good reputation,
but how much are they willing to spend to get
it? How can you demonstrate the dollars-andcents
value of a great image or brand, and
how can you show the ROI of reputation
enhancement and management campaigns?
Mark Weiner, SVP, Global Director of Research,
Ketchum PR
Measuring the ROI of Blogs,
Social Media and Buzz
Blogging, viral marketing, pick up on social
networks, word of mouth—they're all hot . . .
but do they move the needle? Learn the latest
methods for measuring the effectiveness of
your new media campaigns and how to use
them cost-effectively.
Katie Paine, CEO, KDPaine & Partners
Measuring the ROI of Online Media: Blogs,
Social Media and Buzz
Blogging, viral marketing, pick up on social
networks (like YouTube and Flickr), word of
mouth—they're all hot . . . but do they move
the needle? Learn the latest methods for
measuring the effectiveness of your new media
campaigns and how to use them costeffectively.
Katie Paine, President & CEO, KDPaine &
Partners
Placing Stories with Top Technology
Reporters
Hear and question some of the most influential
writers and editors covering technology
today—find out how they think and work,
what they're looking for and which PR pros
they admire the most. These journalist will also
predict the top tech stories of the coming year.
Edward Albro, Executive Features Editor, PC
World
Sebastian Rupley, Editorial Director, PC Magazine
Natasha Nicolson, Editor-in-Chief,
Communications World
Galen Gruman, Executive Editor, InfoWorld
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