TUESDAY,
APRIL 8 (cont.)
Ten Seconds to Succeed or Die—Phone
Pitches That Rivet Editors' Attention
Your "elevator pitch" must be honed to no more
than 10 seconds, because if you don't grab
journalists'attention with your opening salvo,
you're DOA. Learn secrets from one of today's
top pitching masters—how he consistently
achieves success when pitching hard-nosed
editors at top media.
Michael Smart, News Director,
Brigham Young University
Take It to the Airways:
Working with
Leading Broadcast Outlets
When you place a story on the air nationally,
you're talking huge coverage, but what kind of
story must you deliver to break into prime
time? How should your radio pitch differ from
TV? What does your spokesperson need to
know and show? Feature possibilities? When to
approach, how and with what?
Akilah Monifa, Producer/Director of
Communications, CBS-TV
Richard Gonzalez, Correspondent, National
Public Radio
Sandra Thomas, News Director, Univision
Terry Conway, Assistant News Director,
KGO-AM
SESSION 15
3:15PM – 4:15PM
How PR Can Get a Fair Share of the
Marketing Budget in a Web 2.0 World
Strategic communications plans—and their
budgets—are up for grabs. How much should
your company be spending on traditional PR
(and advertising) and how much on new media
approaches? How can you make sure your
department and budget get a fair (or expanded)
share?
Bruce Ertmann, Corporate Manager, Consumer
Generated Media, Toyota Motor Sales
Jodi Baumann, Director, Corporate PR,
Network Appliance
The Changing Face of News—and PR
Opportunities—in an Online Age
Traditional media are in upheaval, with
dramatically reduced editorial staff and a
movement to online and multimedia vehicles.
Consumers have shifted to new Internet-based
news sources. Find out what's making news
and what journalists need from PR . . . more
than ever.
Dave Remund, APR, Director, Strategic Marketing
& Public Relations, Innova Ideas & Services
Doug Bailey, SVP, Rasky Baerlein Strategic
Communications
Mark Manof, VP, Broadcast/Multimedia,
Waggener Edstrom
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Responding to Crisis: Turning Bad News
into Good
If you're attacked, you want to respond
immediately—and forcefully. Yet how can you
get the press to listen and in turn tell your
side of the story? Learn valuable techniques
from companies that have been under media
scrutiny and have fought back successfully.
Christopher Horner, Director, Technology
Communications, Monsanto
Michael Fineman, President, Fineman &
Associates
Writing the Irresistible Pitch Letter
Harried journalists do their best to ignore PR
communications—but some wordsmiths know
how to compel media attention consistently.
Mix powerful, practical writing techniques with
a bit of PR alchemy and watch journalist
response increase dramatically.
Larry Meltzer, Founder & Chief Imagination
Officer, Blue Current Public Relations
Ken O'Quinn, President, Writing with Clarity
Journalists Speak Out: How to Develop
Long-Term Relationships with the Press
How can you make a personal connection to
journalists? How can you help them and get
them to rely on you as a resource? Which PR
people do they respect most—and why? How
can you promote mutual trust? Which pitching
practices are most effective? Let leading journalists
give you the keys to the kingdom.
Erika Brown, Senior Writer, Forbes
Wayne Cunningham, Senior Editor, CNET
Steve Symanovich, Editor, San Francisco Business Times
David Satterfield, Managing Editor, San Jose Mercury News
SESSION 16
4:30 – 5:30 PM
Secrets of Increasing Traffic to Your
Corporate Website
What can you do to increase the numbers of
journalists, analysts, customers and prospects
who visit your site? What attractions and
usability qualities should your site have?
Discover best practices—paid and unpaid—for
driving more of the right kind of visitors to
your site.
David Hulme, President, Vision Media
Brian Kaminski, Managing Director, iProspect
Lee Odden, President, TopRank Online Marketing
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Making Complex Narratives Visual: Telling
Your Story in Video
Think you don't have a TV story? Think again.
From deep tech to quarterly earnings, even the
most mundane subjects can be brought to life
through creative storytelling and compelling
visuals. Learn from two veteran producers
how to fully exploit today's plethora of video
outlets, both online and off.
Doug Simon, President, D S Simon Productions
Sheri Baer, Broadcast Director,
The Hoffman Agency
Measuring the Effects of Integrated
Marketing Communications
It was difficult enough to measure the results of
PR campaigns. Today's new multi-dimensional
"integrated" approaches make the task even
more daunting. Discover how smart
communications pros are getting their arms
around this challenge in order to prove value
to hard-nosed management.
Angie Jeffrey, APR, VP, Editorial Research,
VMS
William J. Comcowich, President & CEO,
CyberAlert
Sean D. Williams, VP, Corporate
Communications, National City Corporation
Long Live the Press Release: New
Techniques Give It New Power
Just when the common news release seemed
to be fading, new technologies have made it
stronger than ever. Discover how to supercharge
your releases with search optimization,
multimedia, Google and Yahoo services, social
media and more.
Bill Wagner, Chief Marketing Officer, Vocus
Michael Pranikoff, Director, Emerging Media,
PR Newswire
Laura Sturaitis, SVP, Media Services & Product
Strategy, Business Wire
Paolina Milana, VP, Marketing, Marketwire
Working with Major-League News
Magazines
Your management will be ecstatic when you
place a story in one of these prestigious,
high-circ. glossies—but you'll need a powerful
hook that matches their editorial needs. Find
out how to pitch, how they compete and what
they want from PR.
Robert Hof, Bureau Manager, Business Week
Chris Taylor, West Coast Editor, Fortune Small
Business
Fred Vogelstein, Senior Editor, Wired
WEDNESDAY,
APRIL 9
INTENSIVE FULL-DAY WORKSHOP
9:00AM – 5:00PM
PR Power Writing: How to Create Press
Materials That Move Editors
Michael Smart
News Director, Brigham Young
University; President, Michael
Smart Public Relations
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