Meet, listen to and discuss the future of communications with some of
the nation's most accomplished journalists and PR practitioners

Day One: Monday, June 28

8:00AM – 8:30AM Continental Breakfast

8:30AM – 9:30AM

"The Future of Public Relations: Seizing the Opportunity"

One thing is certain: The Internet has transformed the PR profession—and new developments in broadband technology and social media continue to drive this rapid evolution. But has this transformation changed public relations fundamentally, or has it been a matter of degree—are we simply doing the same job with better tools? More importantly, where is PR going? How will the profession fare as all marketing becomes increasingly integrated and accountable? In which traditional realms might we lose ground and in which do we stand to gain? In which entirely new marketing areas are we poised to take command? Which new skills will we have to master? What about PR's strategic role—how can we expect to contribute to the C-suite in the future? Our panel of communications veterans will tackle these questions and then give you the chance to ask more.

 
Aedhmar Hynes
Aedhmar Hynes CEO, Text 100
Matt Harrington
Matt Harrington President & CEO, Edelman U.S.
Peter Land
Peter Land
SVP, Communications, PepsiCo Beverages Americas
Martin Murtland
Martin Murtland
Vice President, Solutions for Corporate Communications, Dow Jones & Company

Session moderated by Paolina Milana, EVP, Marketwire

9:30AM – 10:30AM

"The Future of Media: Digital Changes Everything"

The media—magazines, newspapers, TV, radio, websites, online publications—are being transformed before our eyes. This we know. What we don't know is where it's all going—how news and features will be delivered, which business models will stick, and how we as corporate communicators can take advantage of it all. In October 2008 Tina Brown launched The Daily Beast, one of the boldest new media launches in the past decade. The Daily Beast is representative of a sea change in news consumption, hence its tagline: "Read this. Skip that." We've asked Ms. Brown to provide her perspective on the future of media—how consumers' needs are changing, how the journalist's job is evolving, how news will be conceived, expressed and transmitted, and which business models will sustain media going forward. Her three decades of experience in journalism and publishing make her eminently qualified to provide perspective.

Tiina Brown
Tina Brown
Founder,
The Daily Beast

Tina Brown is not only one of the most successful editors in magazine history, but she's also a visionary and one of the highest-profile, most talked-about publishing personalities in the world. As Vanity Fair's editor, Brown pioneered celebrity journalism and increased its circulation from 250,000 to 1.2 million. At The New Yorker, where she became the first woman editor, she achieved a similar transformation and increase in circulation. Fueled by entrepreneurial desire, Brown launched Talk magazine in 1999, but closed it in 2001 in the face of the last recession. She is also the best-selling author of the 2007 book, "The Diana Chronicles," a biography of Princess Diana. Today her "Daily Beast" provides a one-stop news shop, which she describes as "a speedy smart editor of the web from the merciless point of view of what interests the editors." It also features high-profile blog contributions from such contributors as Christopher Buckley, Meghan McCain, Peter Beinart and Tina Brown herself. Brown and her husband, Harold Evans, editorial director at U.S. News & World Report, have two children.

Session introduced by Tom Mulgrew, Director, Global Agency Relations, Business Wire

10:30AM – 11:30AM

Meet the Editors Roundtables I

Take this rare opportunity to sit down one-on-one to meet and talk with some of the most influential journalists in the business. You'll have a chance to hear them describe what they're covering, how they work and how they want to engage with corporate communicators. You'll also have the chance to ask them questions directly. This hour will be divided in two half-hour segments: At the 30-minute mark, you'll have the chance to move to another journalist's table and repeat the experience
 

PLUS Concurrent Meet the Business Editors Panel:

If your focus is business media, you’re invited to attend this Meet the Business Editors panel session. Learn how these journalists—and their editorial teams—process and move the news, and how they want to work with corporate communications and PR professionals. This session will be simulcast to virtual event participants.

  • Joann Lublin, Management News Editor, Wall Street Journal
  • Tim Race, International Business and Economics Editor, The New York Times
  • Michael Santoli, Associate Editor, Barron's
    • 11:45AM – 12:30PM
    Lunch

    12:30PM – 1:30PM

    "The Future of Journalism: Transforming the Fourth Estate"

    If corporate communications is experiencing a sea change, the transformation is even more profound in journalism. Over the last several years, editorial positions have been slashed by the tens of thousands. Audience market share of traditional media is slipping dramatically—and in many markets, is being overtaken by purely digital news sources. Readers and viewers are demanding 24/7 news coverage, interactivity, multimedia . . . and free access. Clearly the journalism profession has to adapt if it is to survive. But how—in what form will journalism emerge in the coming five and 10 years? How will the craft and ideals of journalism change? The profession? The job market? And most importantly for corporate communicators, how will the transformation of journalism affect the way we practice media relations? This panel offers a wide range of perspectives on the dramatic evolution of the Fourth Estate.

     
    Ellen Levine
    Ellen Levine
    Editorial Director,
    Hearst Magazines
    Rand Morrison
    Rand Morrison
    Executive Director,
    "CBS News Sunday Morning"
    Allan Murray
    Alan Murray
    Executive Editor,
    Wall Street Journal
    Online
    Jai Singh
    Jai Singh
    Managing Editor,
    Huffington Post

    Session moderated by Johna Burke, SVP, BurrellesLuce

    1:45PM – 2:45PM

    Meet the Editors Roundtables II

    Take this rare opportunity to sit down one-on-one to meet and talk with some of the most influential journalists in the business. You’ll have a chance to hear them describe what they’re covering, how they work and how they want to engage with corporate communicators. You’ll also have the chance to ask them questions directly. This hour will be divided in two half-hour segments: At the 30-minute mark, you’ll have the chance to move to another journalist’s table and repeat the experience.

     

    PLUS Concurrent Meet the Business Editors Panel:

    If your focus is business media, you’re invited to attend this Meet the Business Editors panel session. Learn how these journalists—and their editorial teams—process and move the news, and how they want to work with corporate communications and PR professionals. This session will be simulcast to virtual event participants.

    • Leigh Gallagher, Assistant Managing Editor, Fortune
    • John Kimelman, Executive Editor, Barron's Online
    • Leslie Scism, News Editor, Wall Street Journal

    3:00PM – 4:00PM

    "The Future of Media Relations Technology: New Tools for Greater Impact"

    With increased Internet bandwidth and interactive media have come robust new professional tools to help communicators meet the challenges and embrace the opportunities—new capabilities in monitoring and measurement, digital video, media relations software solutions, and the corporate website itself. But what comes next—what technological developments can we expect in these key areas of media relations practice, including Web 3.0? Most importantly, how will these powerful advances change the way we see and implement communications in the next year and five years? Leading technology innovators offer their visions of what we can expect and how we must prepare.

     
    Steve Momorella
    Steve Momorella Owner, TEKgroup International
    Vanessa Bugasch
    Vanessa Bugasch
    SVP, Marketing and Client Services,
    Cision
    Bev Yehuda
    Bev Yehuda
    VP, Products, MultiVu, a division of PR Newswire

    Session moderated by David H. Rosen, Group Vice President and Chief of B2B Social Media, Makovsky + Company

    4:15PM – 5:15PM

    "The Future of Social Media Marketing: PR's New Paradigm"

    Social media may present the greatest boon to public relations and corporate communicators ever. Social media simultaneously make us more effective at what PR has always done—communicating messages to various publics—and give us two new tools: First, the power to directly disseminate messages without the intermediary of traditional media, and second, the ability to interact—actually converse—with our stakeholders and prospects. But with these game-changing capabilities come huge challenges for communicators. They require a new consciousness and new skill sets—and they require a vision for the future that enables us to continue to "own" and further develop this sphere of corporate communications. This panel of social media visionaries will help us visualize this new reality.

     
    Maggie Fox
    Maggie Fox
    CEO,
    The Social Media
    Group
    Andy Lark
    Andy Lark
    VP, Global Marketing
    & Communications,
    Dell, Inc.
    Paul Gillin
    Paul Gillin
    President,
    Paul Gillin
    Communications; Author, "The New Influencers"
    Gerard Meuchner
    Gerard Meuchner
    Director,
    Communications &
    Public Affairs
    Vice President,
    Eastman Kodak
    Company

    Session moderated by Heidi Sullivan, VP, Media Research, Cision

    5:15PM – 6:30PM
    Media Relations Summit 2010 Networking Cocktail Party
    Cocktail party sponsored by Makovsky + Company

    Day Two: Tuesday, June 29

    Improve your ability to manage the communications future—and
    skyrocket your results—at one of four intensive workshops

    (Note: Separate fees for these events: full-day workshops $995 for Media Relations Summit 2010 attendees, $1,095 for nonattendees; half-day workshops $595 for Media Relations Summit 2010 attendees, $645 for non-attendees.)

    1

    Advanced Social Media Strategies for PR:
    Intensive Hands-On Workshop

    Workshop Leader: Sally Falkow, APR
    Full-Day Workshop: 9:00AM – 5:00PM

    The future of public relations will be dominated by the revolution in social media marketing—and the revolution is proceeding at a lightning pace. This event will bring you up to speed, then help you jump ahead of your competition. Social networks, like Twitter, Facebook, LinkedIn and YouTube, plus search engine optimization for websites and news releases, plus corporate blogs, and online video—they're turning our profession upside down and they're helping to achieve astounding results.

    But it's no longer enough to simply have a Twitter or Facebook account—social media PR needs to be integrated into the very fabric of your PR programs. It's also no longer enough to simply push commercial messages out through social media—in fact, this could damage your social media reputation. This workshop will not only make you your company's expert on social media, but you'll also go home with a complete social media strategy outline for your company or client.

    • Beyond social media tactics: How to develop a meaningful social media strategy
    • How social media should be integrated into your company's PR, advertising and general marketing strategies
    • How to determine which social networks are best for your products and brand

    • How to optimize your Facebook, Twitter, and LinkedIn profiles and sites
    • How to create communities: Techniques for multiplying your friends, followers and evangelists
    • How to use couponing to drive traffic, build followings and increase sales
    • Rules of Engagement: How (and how not) to engage in social network conversations while still delivering your brand message
    • The video revolution: Most powerful ways to use low-cost video in your social media campaigns
    • Social media crisis: How to respond (and how not to respond) to bad buzz
    • SMO & SEO for PR: How to get your social media activities found in search
    • Media relations: How to use social media to help journalists and increase your coverage
    • How to set realistic goals for your social media programs, and how to monitor and measure results
    • Dozens of free tools you can use to evaluate and implement social media programs
    • Best-of-breed social media programs: Detailed case studies highlighting best practices you can emulate
    Sally Falkow
    Presented by Sally Falkow, APR, President, Expansion Plus; 2009 PR Trainer of the Year

    Sally is the industry's highest-rated speaker on technology topics for Bulldog Reporter, and PR News just named her 2009 Trainer of the Year for her social media workshops. She's one of the field's leading experts on a wide range of PR 2.0 topics, but especially on social media marketing—and she knows how to make technology crystal clear. She is also a prolific blogger ("The Leading Edge" and "Proactive Report," an AdAge Power 150 blog), trainer, counselor and public speaker.

    2

    Mastering Social Media PR Video: How to Skyrocket Impact,
    Influence and Impressions in a Web 2.0 World

    Workshop Leader: TJ Walker
    Full-Day Workshop: 9:00AM – 5:00PM

    Introducing the latest social media PR breakthrough: Low-cost video programs, announcements and clips. This workshop will give you the skills you need to start producing and posting your own low-cost corporate website and social networked videos immediately.

    Today we can easily produce high-impact videos to reach tens, even hundreds of thousands of people with our brands, products, and C-suite messages—without ever entering a studio! Use these super-low-cost, quick-to-produce video posts of your top execs, researchers, authors or experts on your own website and in marketing emails, but also post them on YouTube, LinkedIn and Facebook and link them to create social media press releases. This hands-on workshop will show you how any PR department can jump into this powerful new medium with little training and a tiny investment. During the course of the day, you'll even work with fellow participants to produce a sample video.

    • Choosing video and editing equipment: Recommended hardware and software for outfitting your own low-cost PR video "studio" on site
    • Production Tips: Technical guidelines and specs—plus how to make sure your campaigns use the most popular formats and delivery methods
    • How to go viral using social media: Steps to help you post talking heads video on YouTube and Facebook
    • Secrets of Flip-Cam PR: Why you should not go one more day without acquiring a Flip-Cam, and how to use it for max impact
    • How to start your video "buzzing" on social media networks

    and the many myriad ways you can repurpose these clips to lengthen the "long tail" of your marketing
    • Secrets of Killer Talking Heads Content: Tips for telling a powerful story using talking heads
    • How to use social media video to vault your visibility in traditional media—especially TV news and talk shows—and in blogs
    • When to use a professional studio for social media video and how to keep costs down
    • How to create in-house videos "on the fly" that need little or no editing
    • How to script your social media videos—and why you may need no script at all
    • How to tag, title and keyword your video to increase pick-up
    • Six Common Social Media Video Mistakes: Common mistakes PR teams make when launching Web video and how to avoid each
    • Other distribution techniques to maximize your social media videos' reach—from posting on your own website to using RSS, SEO and other tools to get your video to the widest audience
    • Best Practices and Case Studies: Successful examples you can take to your execs to show how talking heads video can help gain CEO visibility, build brand and thought leadership, launch products, and attract a regular audience online
    • During this workshop you'll create your own YouTube video . . . featuring you!

    TJ WalkerPresented by TJ Walker, President, Media Training Worldwide

    Walker is a world-renowned media trainer and one of Bulldog Reporter's top-rated speakers ever. He is a pioneer in the use of Internet video, having first done daily video blogging in 1999. He hosts the #1 most watched daily speaking-related Internet TV show at www.youtube.com/tjwalker, he has produced more than 1,000 Internet videos. Walker is also the #1 USA Today best selling author of TJ Walker's Secret to Foolproof Presentations. In 2009, Walker became a speaking world champion when he set the Guinness World Record for the most radio interviews done in a 24-hour period (112 talk shows).

    3

    Media Pitching Masters Class: How to Double Your
    Placements in Digital and Traditional Media

    Workshop Leader: Michael Smart
    Full-Day Workshop: 9:00AM – 5:00PM

    In just eight hours this workshop is guaranteed to transform your pitching skills for all media. Above all, you'll come away with a plan for securing coverage for your organization in the nation's highest-circulation, most viewed, most prestigious outlets.

    Whether you're a 20-year veteran or new to the profession—especially if you're uncomfortable picking up the phone to pitch—you'll benefit from this intensive workshop. Learn the proven ingredients of successful pitches, both online and in traditional media, as well as how to get through to busy journalists, how to build rock-solid story foundations and creative new ways to package your story. Above all, learn to pitch with confidence and success. You'll specifically cover:

    • How to use social media to pitch stories (without offending your target journalists)
    • How to leverage your local story into a national blockbuster
    • How to become a source and get journalists to call you when they need information
    • Inside the mind of the journalist—a sometimes shocking journey
    • The most common mistakes PR people make when pitching
    • Five critical ways pitching blogs is different than pitching "old" media
    • Seven subject cornerstones of successful stories
    • Three reasons why even your best pitch will never be good enough—and what to do about it
    • Discover the "magic" ingredients of pitches that capture editors' attention

    • Greatest mistakes PR people make when strategizing a story
    • How to build powerful story foundations that editors can't resist
    • How to create super-concise, can't-miss "elevator pitches"
    • Deliver every pitch with the sound of success in your voice
    • How to "psych out" what journalists really want—and how you can deliver it . . . every time
    • Seven journalistic faux pas that PR people commit (and how to avoid them)
    • Four low-cost pitching resources that will skyrocket your success
    • The difference between pitching a release and pitching a story
    • Three reasons why even your best pitch will never be good enough—and what to do about it

    What Michael's workshop participants say:

    "The same week I attended Michael's workshop, we placed a feature on the 'Today' show."
    Kate McIntyre
    Manager of Communications, Wildlife Conservancy

    "Michael's Ultimate Media Pitching event was the most valuable workshop I've attended. Not only did it assist me in being promoted to director at my firm, I landed my firm's placement in the business section of the Los Angeles Times! Thanks to Michael, I now have the confidence, technique, and resources to continue landing both local and nationwide media coverage."
    Tammy Mescobi
    Director of Media and Public Relations, NSBN, Los Angeles

    Michael Smart
    Presented by Michael Smart, National News Director, Brigham Young University; Principal, MichaelSMARTPR

    Michael Smart has trained audiences from Frankfurt to Tokyo, and participants at PR's premier conferences value his presentations for both their energy and practical content. Indeed, Michael has placed stories on the front page of USA Today (twice), on "NBC Nightly News" and in Time magazine, among dozens of other top-tier media. Above all, participants in Michael's events invariably get results—respect from top journalists and placements in major media—using the techniques he offers. No wonder his presentations on pitching and writing have received the highest ratings at the PRSA International Conferences and Bulldog Reporter's Media Relations Summits—five times!