MONDAY,
APRIL 7 (cont.)
SESSION 6
12:15PM — 1:45PM
BULLDOG
AWARDS
LUNCHEON
Anatomy of an
Award—Winning Campaign
PLUS: VMS Annual
Award for Best Use
of Media Intelligence
in a PR Campaign:
Leading the Charge toward Integrated
Communications
Welcome to a new world of
proliferating and splintering
media outlets, consumergenerated
and social
publishing, and increasingly
sophisticated measurement and monitoring
techniques. To be leaders in integrated
communications today, our efforts have to
be guided by refined media and journalist
targeting, transparent messaging, and
precise measurement of our efforts against
tangible business results. Discover how
this year's winner of the VMS Award for
Best Use of Media Intelligence exemplifies
this new spirit, leverages today's most
innovative technologies, and applies these
advanced skills.
Peter Wengryn, President & CEO, VMS
Sponsored by VMS
SESSION 7
2:00PM — 3:00PM
How PR Can Navigate Today's New
Marketing Milieu
Combine dramatic transformations in the
media industry with the explosive emergence
of social media: What effect will this new marketing
environment have on our industry and
our job descriptions? What will have to change,
what will stay the same? What will PR's new
role be in tomorrow's evolving marketing mix?
Frank X. Shaw, President, Global Microsoft
Account, Waggener Edstrom Worldwide
Dr. Georg Kolb, EVP, Practices & Methodology,
Text 100
Telling Your Branding Story through Public
Relations
Ideally your brand message should be embodied
in everything PR does. Find out how PR masters
integrate branding into press releases, special
events, features placements, the corporate website
and product launches—into the very fabric of
your corporate communications.
Bill Kircos, Group Manager, Product &
Technology Public Relations, Intel
Alan Elias, Senior Vice President, Corporate
Communications, Washington Mutual
Evergreen Magic: How to Make News
When There's No News
If you have a great story to tell—but precious
few news hooks that the press seems to crave,
don't despair. Listen as these resourceful pros
share their creative secrets for generating
coverage week in and week out.
Sandra Fathi, President, Affect Strategies
Joanne Ritter, Director, Marketing & Communications, Guide Dogs for the Blind
Radio Unbound: Supercharging Your
Campaigns on AM, FM and XM
Radio remains an unsung hero of PR—for those
who understand how to harness its power to
reach tens of millions of consumers—still far
more people than the Internet. But radio
broadcasters require a special approach. Learn
from veteran producers how to break the sound
barrier.
Jared Serbu, Morning News Producer, KGO—AM
Richard Strauss, President, Strauss Radio
Strategies
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How to Get Featured in Leading Lifestyle
Magazines
If you promote consumer products, services or
destinations, you'll want to meet and question
these journalists. They'll tell you what's hot in
their world, how to place feature stories, which
products get covered, which pitches work best,
and how and when to approach.
Dale Conour, Executive Editor, Sunset
Amber Bravo, Senior Editor, Dwell
Bruce Kelley, Editor—in—Chief, San Francisco
Magazine
Afternoon Energy Break
3:00PM
Sponsopred by NAPS
SESSION 8
3:15PM – 4:15PM
How to Craft a Powerful, Cost—Effective
Social Media Strategy
Social networks are dramatically extending our
ability to reach millions of consumers and
prospects—independently of traditional journalists.
But what does a social media strategy
look like, what does it cost, and how does it
integrate with traditional PR campaigns?
Sally Falkow, President, Expansion Plus
Brian Solis, President, FutureWorks PR
What Journalists Now Demand from Your
Corporate Website
New studies and empirical research reveal a
new set of high expectations on the part of
journalists—and the general public—when they
visit your website. Find out what journalists are
looking for and how to increase the usability
of your site so every visitor can find what he or
she wants.
Ibrey Woodall, Director, Sales & Marketing,
TEKgroup International
Chris Bectel, COO, VP, Products and Services
iPressroom
Working with Law Firms During Crisis to
Win the War of Words
When PR pros and attorneys join forces during
crisis, it's often unclear who's in charge and
whose perspective should prevail. Learn how
seasoned veterans from both disciplines have
resolved potential conflicts to develop a
communications strategy.
Joe Carberry, SVP, Corporate Relations,
Visa, USA
Lori Teranishi, Managing Partner,
Van Prooyen Greenfield, LLP
Sam Singer, President, Singer Associates
Following the Conversation: How to
Monitor Reputation in an Online World
Reputation was tough enough to monitor in
the pre—Web 2.0 world, but the calculus is now
more complex with the influence of blogs, chat
rooms and other consumer—generated media.
Find out here how to monitor the buzz about
your products and company and how to use
this information to improve your reputation
online.
Pete Blackshaw, EVP, Strategic Services, Nielsen
Online
Rob Stokes, CEO, Quirk eMarketing
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Leveraging Wires, Syndicates and News
Services to Nationwide Coverage
A sure route to blockbuster visibility is coverage
via major news services. But competition is
fierce. Learn what's most likely to ride the wires
and why. When should you pitch beat reporters,
when your local bureau? How can you get listed
in the daybook? How and when should you
approach?
Jeff Taylor, Bureau Chief, Bloomberg News
Lidia Wasowicz Pringle, Staff Writer, United
Press International
Adam Tanner, Bureau Chief, Reuters
Brian Carovillano, News Editor, Associated
Press
SESSION 9
4:30PM – 5:30PM
Blogger Relations: Inside the Hearts and
Minds of Top Online Pundits
Bloggers can help you . . . or kill you. What's
the best way to make friends with bloggers in
your industry? How should you respond when
they attack? When should you jump into a
thread about your company or product? Get
inside advice from these three veterans.
Tom Foremski, Editor, Silicon Valley Watcher
Om Malik, Founder & Chief Blogger, GigaOm.com
Craig Newmark, customer service rep & founder,
craigslist
Jon Greer, blogger, BNET's Taking Flack;
President, Media Bridge
Turn Your Pitch into a Story and Watch
Your Placements Soar
Forget generic news releases: Learn how to
build a compelling, customized story—and
pitch—from the ground up. Three veterans,
including a Pulitzer Prize winner, show you
how to turn commonplace corporate news
into exciting narratives worthy of top—tier
media coverage.
Brad White, Director, Public Affairs, Financial
Planning Association
Corinne Kovalsky, PR Director, Raytheon
Master Class: Guerrilla PR in a New Media
World
As technology and media are changing, so are
opportunities to attract blockbuster headlines,
primetime air and online buzz using clever,
new low—cost tools. Learn how the woman who
wrote the book on "Guerrilla Publicity" is
employing a whole new set of under—the—radar
methods to score outsize public attention.
Jill Lublin, CEO, Promising Promotion
PR's Role in Word of Mouth Marketing
Word of mouth has always been the holy grail
for marketers—but how do you kick—start it,
how do you drive it, how do you control it?
Learn how WOMM works and how today's
new world of consumer—generated media
allows you to supercharge your campaigns.
John Bell, Managing Director, 360 Degree
Digital Influence, Executive Creative Director,
Ogilvy PR
Jim Nail, Chief Strategy & Marketing Officer,
TNS Media Intelligence/Cymfony
Rick Murray, President, me2revolution,
Edelman Worldwide
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