MONDAY,
APRIL 7 (cont.)
SESSION 9
4:30PM – 5:30PM
Inside the Newsroom: Pitching Daily
Newspapers
The pace is fast, the stakes are high—
journalists at daily newspapers think differently
than those at magazines and broadcast media.
Learn how to increase coverage in these
influential papers—how they compete, best
hooks, how and when to pitch, plus editorial
hot buttons.
Jesse McKinley, Bureau Chief, New York Times
Nancy Blair, Senior Editor, USA Today
Don Clark, Deputy Bureau Chief, Wall Street
Journal
COCKTAIL RECEPTION
5:30PM – 7:00PM
TUESDAY,
APRIL 8
ROUNDTABLE BREAKFASTS
7:30AM – 8:45AM
Sponsored by TekGroup International
SESSION 10
KEYNOTE ADDRESS
"The
Future of Social and
Consumer-Generated Media"
by Robert Scoble
SESSION 11
PR TECHNOLOGY UPDATE
10:05AM — 10:30AM
Nouveau Niche: Gatecrashers at the
Media Party
As audiences demand more relevance and
transparency in their media consumption,
brash new content providers are eager to crash
mainstream media's party. And they've got video
as their VIP passes. From advocates of brands
and issues to individuals such as entertainers
and politicians, they are the "nouveau niche"
marketers and communicators who now have
the visual tools to engage in direct conversations
with their target audiences. To them, the end
goal is not abundance; instead, it's to motivate
action from a well-defined audience segment.
This session will explore and demonstrate how
the best early adopters are applying the newest
communications strategies and techniques
for a more focused approach to message
distribution.
Larry Thomas, Chief Operating Officer,
Medialink
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SESSION 12
10:45AM - 11:45AM
How to Make Your Corporate Blog Pay Off
Blogging by corporate execs and professional
bloggers is huge—we know millions of influential
customers tune in, we know blogging can drive
the conversation we have with our publics. But
what are the best ways to use this tool—at
what cost—and what mistakes do we risk?
Tac Anderson, Blogger, Hewlett Packard
Getting Personal: Telling Your Story in Social
Media: Facebook, Linkedin and More
How have exclusively personal sites evolved
into tools for PR professionals to spread their
messages? Discover hands-on techniques for
cleverly and effectively leveraging top social
media into vehicles for your communications
campaigns.
Lee Aase, Manager, National Media Relations
and New Media, Mayo Clinic
Chuck Hester, APR, Corporate
Communications Director, iContact
Valerie Jennings, President & CEO, Jennings
Public Relations & Advertising
Best Practices of Highly Effective Corporate
Spokespeople
If you represent your organization to the press,
you've got to think quickly on your feet—and
you must command the most persuasive
techniques, technologies, and tricks of the
trade. Enhance your skill set in just one hour—
get the best practice pearls from two veteran
spokespeople.
Don Campbell. Manager External Affairs and Media Relations, Chevron
Hani Durzy, PR Spokesperson, Ebay
How PR Can Ignite Dynamite Product
Launches
These veteran PR pros have led the charge in
dozens of successful product intros, and they've
learned how PR can be used to supercharge
the launch—securing budget, targeting the right
media, honing a powerful pitch, sustaining
coverage post-launch and more.
Michelle Swan, Director, Public Relations,
Symantec
Tammy Schacter, Senior Director, PR, EA Games,
Electronic Arts
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Meeting the Special Needs of Online Media
How do online media differ from traditional
media—how do their publishing schedules
work, what special problems do their editors
face, what unique opportunities exist for media
relations pros? Get the answers from editorial
staff at some of the nation's top online outlets.
Michael Goodman, Bureau Chief,
TheStreet.com
Jeanne Carstensen, Managing Editor, Salon.com
Rafe Needleman, Editor, Business Buying, CNET
Stacey Delo, Multimedia Producer, Marketwatch
SESSION 13
LUNCHEON KEYNOTE
12:00 PM – 1:45
"Do It Wrong Quickly:
What Corporations Need
from PR in Today's
Transforming Marketplace"
by Mike Moran
SESSION 14
2:00PM – 3:00PM
Using New Technology to Communicate
Directly with Customers
The greatest new power Web 2.0 gives us is the
ability to listen to and converse directly with
customers. But what are the best formats for
doing so—chat rooms, blogs, wikis, consumergenerated
videos? Most importantly, how can
you make management comfortable with
participating in today's largely uncontrolled
social media environment, in which customers
actually talk back so all can hear?
Mike Moran, Distinguished Engineer for
OmniFind Search and Text Analytics, IBM
Paula Berg, Manager, Public Relations,
Southwest Airlines
How to Establish Your CEO, Spokesperson
or Company as an Industry Thought Leader
Thought leadership is a classic PR strategy—
but difficult to achieve. Learn from successful
examples how you can move your organization—
and top executive—into position as the
media's go-to resource for opinion and vision
on the state of your industry.
Karen Kahn, VP, Worldwide PR,
Sun Microsystems
Alison Wertheim, VP, Corporate Public
Relations, Charles Schwab
Using Online Audio and Video to Present
Your Organization's Story
PR has been given a tremendous new tool—the
ability to tell our story to all who will watch or
listen via the Internet. But what are the best
uses for these multimedia approaches, and
what is our role in developing and distributing
them?
Stacie Bright, Sr. Communications Manager,
Unilever (Dove)
Albert Maruggi, President, Provident Partners
Greg Radner, SVP, Corporate Communications
Services, Thomson Financial
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