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

9:00 – 9:30 a.m.
Opening Session – “Up Close and Personal: Shell Oil Company’s Transformational 
Media Relations Campaign”

Shell Oil Company knew that its reputation management program, "A National Dialogue on Energy Security," would be a challenging media relations exercise on an unprecedented scale. With an initial US tour that brought the company president and other Shell business leaders to 50 cities to meet more than 15,000 Americans and conduct more than 100 local and national media interviews, the campaign has proven to be a highly successful initiative that is now in its next pivotal phase. Learn how Shell applied a flexible framework of strategic media relations to this transformational, award-winning campaign. Shell’s PR department has garnered several major awards, including the Institute for Public Relations “Golden Ruler Award” and PR News’ CSR Award for Stakeholder Engagement.

Speaker:

Chris Bozman, APR Communications Manager and Strategic Advisor Shell Oil Company

9:30 - 10:30 a.m.
Lab: Media Training & Message Development – “Navigating Media Mazes and Minefields”

Even the most concise messages framed in carefully chosen media opportunities can prove ineffective when a poorly prepared spokesperson steps into the equation. Whether you are set to start a media campaign or suddenly find yourself in crisis mode, you and your executive team must collectively be at the top of your game. This session will describe unbeatable techniques for avoiding unwanted surprises with journalists and getting the results you want, including ideas for:

• Using mapping techniques to match key messages for specific stakeholders
• Conducting your pre-interview due diligence
• Identifying the appropriate communicators to engage different audiences
• Putting executives at ease during tough interviews
• Verbal bridges to stay on point and regain control
• Budget considerations for setting up training modules or intensive programs

Speakers:

	Andy Gilman President CommCore Consulting Group
	Kerry Green Zobor Vice-President and Managing Director Consumer Media World Wildlife Fund
	Moderator: Iris Dorbian Group Editor PR News

10:45 - 11:30 a.m.
Lab: Integrated Media Measurement – “Measuring Your Reputation’s Complete Media Footprint”

With brands, issues and institutions achieving hyper-visibility on the air, online and in print around the world, tracking your organization’s “media footprint” is more challenging than ever.  Traditional editorial coverage combined with blogs, citizen journalism and peer reviews add new dimensions to reputation management. Go beyond gathering press and broadcast clips by understanding how to:

• Create a basic, scalable monitoring framework
• Integrate reputation tracking tools that encompass social media, blogs, online video and more
• Employ media audits to streamline your media relations efforts in the US and worldwide
• Communicate the value of your PR efforts
• Appeal to the C-suite’s business rationale for increased PR research budgets
• Apply measurement tricks and tactics on a shoestring budget

Speakers:

	Scott Krugman Vice President Public Relations National Retail Federation
	Patrick McCrummen Founder The McCrummen Group
	Mike McDougall, APR Vice President, Corporate Communications and Public Affairs Bausch & Lomb
	Moderator: Courtney Barnes Editor PR News

11:30 a.m. - 12:15 p.m.
Case Study: Media Technology & Tools – “Powering up Public Affairs Communications”

Digital distribution platforms aren’t just for popular consumer stories or major business announcements.  Public affairs pioneers will take us behind the scenes of their issues-oriented communications programs that are being deployed through corporate blogs, online newsrooms, viral Web video sharing, social networking sites, and other alternative media distribution channels.  Expand your media repertoire with powerful new media technology and tools for:

• Issues management
• Legislative and regulatory initiatives
• Coalition building
• Public advocacy
• Corporate social responsibility programs

Speakers:

	Gil Bashe Executive Vice President, Health Practice Makovsky + Company Inc.
	Monte Lutz Vice President – Digital Public Affairs Edelman
	Michele Mitola Vice President Public Affairs Forum Strategies & Communications
	Carolyn Panzer  Global Director, Alcohol and Responsibility  DIAGEO

12:30 – 1:30 p.m.
Luncheon

Keynote:
Media attention can boost careers, generate millions of dollars, and make dreams come true. It can also destroy reputations and derail carefully laid business plans. For more than thirty years, Howard Bragman has helped prominent people — movie stars, business leaders, philanthropists — get their messages out. He's a legend in the entertainment media, as an adviser to clients ranging from Heath Ledger to Monica Lewinsky, and as co-founder of one of the top PR firms in the country.

Keynote Speaker:

Howard Bragman Founder of Fifteen Minutes and author of "Where's My Fifteen Minutes?"

Media Talk:
How does modern journalism remain relevant in an age of citizen reporting, blogs and more? How can professional communicators make sense of it all? Hear from the media industry’s freshest voices and harshest critics as they weigh in on the state of the news.

Speakers:

	Adam Brickley Founder and Blogger of Draft Sarah Palin for Vice President and "The Brickyard"
	Nico Pitney National Editor The Huffington Post

1:45 - 2:30 p.m.
Case Study: Digital Media Strategy – “The Media Toolbox for a New Generation of Brand Ambassadors”

Gone are the days when a company’s reputation management efforts were focused primarily on mainstream media coverage.   Media relations specialists must now deftly manage all manner of digital communications locally, nationally, internationally –and virtually— in order to fully support a corporation’s change in business strategy.  Walk a mile in the shoes of PR insiders at top global firms that have embraced new media technology in their communications plans for bold corporate reputation initiatives. You’ll get the smartest and most practical tips for leveraging the social media landscape, from Facebook to Twitter to LinkedIn – while managing your organization’s reputation among bloggers and other online media outlets.

Speakers:

	Bonin Bough Global Director of Social Media PepsiCo
	Steve Cody Managing Partner & Co-founder Peppercom
	Moderator: Regina Hopper Executive Vice President USTelecom

2:30 - 3:15 p.m.
Case Study: Crisis Communications – “Media Relations Tactics for Tough Times”

As the nation copes with a tough economy, organizations large and small are responding with adjusted strategies to better navigate in current market conditions. PR executives at the helm of these communications initiatives face an equally challenging media universe in which good, bad and—especially-- ugly news travels in mere seconds. Meet PR’s nimblest communicators who are ensuring brand resilience, and see how they’re shaping media outreach to achieve both short and term business strategies.

Speakers:

	David J. Albritton Vice President, Communications - Defense Headquarters ITT
	Christine Nyirjesy Bragale, ABC Managing Director Weber Merritt
	Dan Solomon Chief Executive Officer Virilion
	Moderator: Heidi Sullivan Director of Media Research Cision

3:30 - 4:15 p.m.
Case Study: Marketing Communications – “Media Relations that Drive Bottom-Line Results”

Media relations strategists play critical roles in helping businesses drive revenue growth by developing new audiences through precise, relevant media placements. Understand how companies have successfully activated PR campaigns as part of cross-communications programs to drive sales within adjacent markets or extend demographic targets. Our speakers who are on the front lines at leading brands will discuss:

• Events and ideas that drive media coverage and lead to product sales
• Soup to nuts: launching a product and leveraging the media for success
• How to break down the silos between PR and Marketing
• Overcoming negative press – or no press
• Getting the media reinvigorated by your brand
• Tailoring pitches and efforts to the right media
• Getting the media to cover both high-profile and “less sexy” topics

Speakers:

	Stephanie Anderson Head of Public Relations and Chief Corporate Spokesperson Sylvania
	Barbara Pierce Worldwide Public Relations Director, Brand Marketing & Communications Eastman Kodak Company
	Luke Lambert  President   Gibbs & Soell Public Relations
	Moderator: Larry Parnell Associate Professor and Director, Masters in Strategic PR Program The George Washington University

4:15 - 4:30 p.m.
Bloggers' Last Call: Conference Summary

Top public relations and public affairs bloggers have been mixing it up all day in the audience and with speakers, observing which ideas are fresh enough to serve up on tomorrow's communications menu. Compare your conference notes with our panel of bloggers as they summarize the points from today's exciting line-up of speakers and sessions. Take away 25+ surefire tips to jumpstart your media relations efforts. You decide how much homework to assign yourself!

Speakers:

	Robb Hecht Media 2.0 Blog and Digital Managing Director, imc strategy lab
	Richard Laermer Bad Pitch Blog and CEO of RLM Public Relations
	Jeff Mascott K Street Café Blog and Managing Director of Adfero Group

4:30 - 5:00 p.m.
Closing Reception

Join us for a champagne toast and light refreshments at the conference closing reception. It’s the best way to get in your last bit of valuable networking time with industry peers and thought leaders. Don’t forget to sign up for our new Ning social networking group or swap Twitter accounts to continue connecting with other attendees and faculty from the conference!

Special feature: Keynote speaker and author Howard Bragman will join us to autograph his new book, “Where’s My Fifteen Minutes?”. It’s also your chance to purchase your own copy of this exciting new publication from Portfolio Hardcover (Penguin Group)!