8:30 a.m.
Registration and Continental Breakfast Buffet

8:45a.m. - 9:45a.m.
PROVING PR’S VALUE: FROM TOP-DOWN TO BOTTOM LINE

In this tough economic climate, where departmental budgets are being slashed or at least eyed more closely, how can PR pros demonstrate and validate PR’s worth to your organization or your clients? This panel will provide you with the tactics and strategizing needed to prove the value of your communications efforts to top-tier execs and stakeholders. With a focus on how PR can drive sales or other bottom line metrics, our speakers will share case studies, lessons learned, savvy communication tactics and new PR measurement formulas.

You’ll learn how to:

• Prove and leverage PR’s worth to senior management and stakeholders by demonstrating the link between fulfillment of organizational goals and PR efforts
• See the importance of consistent messaging between paid and earned media to assure your PR programs will fully realize organizational goals
• Learn how PR impacts company effectiveness and growth
• Learn some easy ROI “proof-of-performance” calculations, as well as how to pull correlations—guaranteed to translate your efforts into the language of management
• Determine the resources you need to build an effective and measurable PR program
• Learn how to sell to senior management social media and other Web 2.0 platforms for low-cost, high-impact PR initiatives
• Work through a PR planning system to ensure that your efforts are consistent with business goals
• Link your PR activities to sales

Plus, you’ll discover how to execute five essential large-scale examinations:

• Communication audit
• Benchmarking study
• Program evaluation

Speakers:

	Kathryn Collins, Senior Vice President, TNS Global
	Ilene V. Smith, Senior Vice President, Associate Director, Ketchum
	Reid Walker, Vice President, Global Communications, Lenovo
	Mark Weiner, CEO, North America, Prime Research
	Moderator: Kye Strance, Director of Product Management, Vocus

9:45a.m. - 10:45a.m.
MEDIA MEASUREMENT

This panel will provide the most practical and results-oriented techniques for measuring your media relations activities most effectively – from measuring blogs to mainsteam media coverage, to even measuring your media relationships. And most importantly, you'll get the tools and tactics you need to tie your media relations to business outcomes or public affairs goals. This panel moves beyond “media measurement 101” and toward strategies that will truly improve your organization's media relations and, in turn, your reputation in the eyes of the CEO and your stakeholders. You’ll hear what's working, what's not—as well as the latest ways to integrate media measurement into your organization's business goals. You'll also hear how to measure your failures, too, so you can stop spending money on efforts that's don't pay off.

This panel will cover:

• How to link media analysis to business objectives
• Tools to manage issues and control messages through social media and other media platforms
• Instituting consistent messaging between paid and earned media
• Work through a complete communications planning matrix to ensure your efforts are consistent with business goals
• Conducting smarter competitive analysis by measuring what really correlates to outcomes
• Easy ROI and “proof-of-performance” calculations, as well as how to pull correlations—guaranteed to translate your efforts into the language of management
• Media (print, Internet, broadcast) measurement—what’s new and what’s possible

Speakers:

	Shonali Burke, ABC, Shonali Burke Consulting
	Geoff Burt, Director, Global PR & Communciations, Latham & Watkins
	Adam Sohn, Director of Global Communications, AARP
	Ted Weismann, Senior Vice President, Lois Paul & Partners
	Moderator: Johna Burke, Vice President, BurrellesLuce

11:15a.m. - 12:20p.m.
SOCIAL MEDIA MEASUREMENT

Now that you’re highly engaged online – from Twitter to LinkedIn, from blogs and social networks to all those communities in between – we’ll show you how to get the most of your time and efforts. This panel will cover strategic yet practical methods of measuring online media relations.

You’ll learn:

• How to measure media penetration online
• How to measure the influence of blogs on your brand
• How to use and monitor Twitter effectively
• Content analysis of online messages
• Integrating new media measurement into your total measurement program
• Understanding what blogs, wikis, widgets and RSS mean to you
• Affordable software tools to improve your measurement
• Online traffic, links, and revenues: how PR can drive these indicators
• Using Search Engine Marketing Strategies
• What not to waste your time or money doing
• Pitching to bloggers – whom should you target?

Speakers:

	Paula Berg, Manager of Emerging Media, Southwest Airlines
	Monte Lutz, Senior Vice President, Edelman
	Brad McCormick, Executive Vice President, Porter Novelli
	Katie Paine, Founder and CEO, KD Paine & Partners LLC
	Moderator: KC Brown, Senior Vice President of Analysis Services, Cision

12:30p.m. - 1:30p.m.
Luncheon - Special toast to Frank Ovaitt, who is retiring as president of the Institute for Public Relations.

Keynote: Corporate PR, Public Affairs & Scoring a Spot on ‘Oprah’: Key Perspectives from a Veteran Communicator

Jim Fetig, associate vice president, communications and marketing for Georgia Institute of Technology, will share his insights on PR’s changing and leading role, from his experience at a top university, at major corporations and in government, where he directed media strategy at the Pentagon. He’ll also share how the Georgia Tech brand recently landed a spot on Oprah, thanks to a few students winning the “Messy Room Makeover” contest – and how this impacted communications and marketing strategy.

	James L. Fetig, Vice President, Communications and Marketing, Georgia Institute of Technology
	Frank Ovaitt, President and CEO, Institute for Public Relations

1:30p.m. - 2:30p.m.
INTEGRATED COMMUNICATIONS MEASUREMENT

Most communicators are charged to some degree with determining how PR initiatives stack up against Marketing & Advertising. In this panel, we’ll get down and dirty with graphed-out examples and how-to steps that are guaranteed to help you integrate your communications efforts with all business activities and internal departments — from marketing and advertising to public affairs and human resources —to ensure your organization’s goals are realized, whether they are to boost reputation, increase value to stakeholders or improve the bottom line.

This panel will help you:

• Understand the latest research validating the power of communications to affect outcomes in a measurable way.
• See the importance of consistent and coordinated messaging across all channels and to various stakeholders to assure your communications programs will fully realize organizational goals.
• Work through a complete Communications Planning Matrix to ensure that your communications efforts are consistent with business goals.
• Conduct smarter competitive analysis by measuring what really correlates to outcomes: Share of Discussion.
• Learn how PR fits into the integrated mix and how organizations are breaking down the barriers between PR and the other dimensions of communications to enable an integrated approach.
• Determine the resources you need to build an internal measurement program.
• Understand where and how measurement fits into the mix, from measuring blogs and social media to aligning various communications outputs with organizational strategic imperatives.

Speakers:

	Matt Gonring, Consultant, Gagen MacDonald
	Michelle Davis, Vice President, Public Affairs & Marketing, Boston Children’s Hospital
	Angela Jeffrey, Vice President, Editorial Research, VMS; Member, Commission on PR Measurement & Evaluation
	Moderator: Larry Parnell, Director, Master's Degree in Strategic PR, George Washington University

2:45p.m. - 3:45p.m.
INSIDE OUT MEASUREMENT: INTERNAL COMMUNICATIONS

An effective internal communications strategy will foster a sense of community and participation among employees and drive positive organizational growth. Most surveys draw a clear link between communications effectiveness and business performance, and those companies with the most effective employee communications experienced a far greater shareholder return than companies that communicated less effectively.

PR/communications executives can implement an effective internal communications strategy and, in turn, score the PR equivalent of a triple-double: increased employee morale, decreased turnover and better bottom-line business results.

This panel will teach you how to:

• Build a strong foundation for internal communications
• Learn how to measure outputs and outcomes
• Partner with HR and other departments for maximum success
• Creating and maintaining an effective intranet
• Conduct smart employee surveys and use employee feedback effectively
• Verify employee’s understanding of key internal messages
• Understand how social media is changing communications among your employees
• Manage/monitor what employees are saying about you online
• Appeal to employees through internal branding efforts that echo external branding
• Facilitate communication between all groups within the company through events and communication platforms
• Reward systems that work
• Leverage technology to facilitate internal communications and, in turn, encourage dialogue

Speakers:

	Tim Keefe, Vice President, Internal Communications, JPMorgan Chase
	Michelle Rios, Vice President, Corporate Practice, Ogilvy Public Relations Worldwide
	Sean Williams, Chief Executive Officer, Communication AMMO, Inc.
	Moderator: Courtney Barnes, Editor, PR News

3:45p.m. - 4:30p.m.
REPUTATION MANAGEMENT: MEASURING CRISIS RESPONSES AND BRAND EQUITY

Managing the reputation of your organization is job #1 for any savvy communicator, as it’s hard to gain mindshare and market share if your company is in the dumps. And if a crisis hits, you know that you better have a plan in place and relationships intact. In this panel, we’ll show you how to measure your organization’s reputation both in good times and in crisis, and to determine just how much equity your company or individual brands hold.

This panel will address:

• Testing messages during a crisis
• Key tools and techniques you can walk away with to help you manage crises smarter
• How to measure customer engagement with your brands
• What is “Trust” and how can you measure it?
• Rebuilding confidence and trust among employees from a high level
• Managing the issues and turning the matter from a crisis into solutions-oriented campaign
• Communicating to stakeholders that your company can be trusted
• The guiding principles to understand and live by in preparing for any crisis
• How to (and when to) respond to bloggers and negative exposure online
• Leveraging social networking sites and other new media to your advantage to manage reputation

Speakers:

	Leslie Gaines-Ross, Chief Reputation Strategist, Weber Shandwick
	Ken Kerrigan, Communications Director, Americas, Ernst & Young LLP
	Linda Locke, Group Head, Reputation & Issues Management, Mastercard Worldwide
	Moderator: Chris Johnson, President, dna13

4:30p.m. - 5:15p.m.
Reception