8:15 - 8:40 a.m.
Registration and Networking Breakfast

8:40 a.m.
Opening Remarks

Diane Schwartz Vice President/Group Publisher PR News

8:45 - 9:30 a.m.
Allocate Your Media Resources for Smarter Returns

As digital and social media rivals traditional broadcast and print vehicles in importance, balancing PR resources across all platforms has become crucial to campaign success and bottom-line results. What are the best ways to determine the optimal media mix and PR staffing and budgeting allocation for a client or campaign? This session will show you how to:

• Set budgets and allocate staff resources for multiple media platform outreach, including trade, consumer, business and broadcast media, social media and other activities
• Incorporate effective media monitoring and measurement systems across all media
• Use your media data most effectively to adjust your programs and prove their business value
• Determine the correct target audiences and the best media vehicles with which to reach them
• Utilize media-specific research tools to help you target audiences effectively

Speakers:

	John Deveney Founder & President Deveney Communications
	Sarah Martin VP of Corporate Communications, CSC
	David Warschawski Founder and CEO Warschawski
	Yanique Woodall Vice President, Enterprise Public Relations 1-800-FLOWERS.COM
	Moderator: Regina D’Alesio Events and Special Projects Manager PR News

9:30 - 10 a.m.
Morning Keynote: 
"New Tools, Old and (Time-Tested) Rules," with ESPN's Chris LaPlaca

Communicators are very focused on embracing social media and blogs, and that is smart and wise. But as 30-year ESPN veteran Chris LaPlaca will discuss in his keynote address, the more things change, the more they stay the same. Whatever the tools used, as a communicator you still must base your work on honesty, integrity, context and true human relationships. New tools may be plentiful, but adhering to tried-and-true principles is still the key to success. Veteran journalist Seth Arenstein, editorial director of CableFAX, will cap off the keynote with some questions for Chris that will shed light on what it's like to handle media relations for a fast-growing and powerful brand like ESPN.

	Chris LaPlaca Senior Vice President, Corporate Communications ESPN
	Moderator: Seth Arenstein AVP & Editorial Director CableFAX

10 - 10:45 a.m.
Optimize Your Web Site and Social Media Presence for the Media

As social media platforms become more prevalent and message dissemination and content consumption change, Web sites and online pressrooms must become timely vehicles for well-crafted information and useful resources for the media. Learn what the media now expect when visiting a Web site, and how to optimize the home page and e-newsroom for maximum impact and message control. In this presentation, you will learn:

• How to build your site's thought leadership and increase its pass-along "spread-ability"
• Strategies for drawing media to your site
• How to create a content hub using quality video as a driver
• Web site integration of the latest social media vehicles
• How to allocate time and fiscal resources for maximum site impact
• The newest SEO, Web tracking and measurement techniques

Speakers:

	Laura Howe Vice President, Public Relations American National Red Cross
	Colin Moffett Vice President, Digital Communications Weber Shandwick
	Moderator: Regina D’Alesio Events and Special Projects Manager PR News

11 - 11:45 a.m.
Measuring Media: Linking Outcomes to Organizational Goals

Measuring media outreach and successes is a key component in connecting PR outcomes to business and organizational objectives. Learn how to incorporate measurable media relations objectives into a communications plan and tie them to business value and ROI. What are the best new measurement models that integrate digital/social media outcomes? How do you use communications to improve the business performance of your company or clients? How can you tie earned media outcomes to organizational value? Top PR measurement practitioners will show you how to:

• Set media campaign goals and identify key media measurement performance indicators
• Isolate the impact of PR
• Integrate social media measurement with traditional techniques
• Work effectively with the business development and sales teams to drive bottom-line results

Speakers:

	Johna Burke Senior Vice President BurrellesLuce
	Mark Phillips Vice President, Corporate Communications USO
	Brian Regan Senior Vice President Access Communications
	Colleen Wilber Vice President of Media Relations America's Promise Alliance
	Moderator: Regina D’Alesio Events and Special Projects Manager PR News

noon - 1:30 p.m.
Networking Luncheon & Keynote:
Media Relations Lessons Learned, with Roger Conner

Roger Conner, the Senior Director of Communications with Catholic Charities USA who spent 25 years in communications with Marriott Corporation, will share his best advice on media relations and lessons learned in his four decades navigating the ever-shifting media relations landscape. Conner will share first-hand crisis communications in handling the loss of the Marriott World Trade Center Hotel on 9/11; the recent bombing of the Jakarta Marriott and Islamabad Marriott; the assassination of Rabbi Meir Kehane at the New York Marriott East Side Hotel. Now, as he heads up communications and marketing for Catholic Charities, the nation's third largest nonprofit organization, Conner will share with you how he's working with the media to deal with the day to day issues and the hot-button concerns around the national healthcare debate.

Keynote:

	Roger Conner Senior Director of Communications Catholic Charities USA
	Introduction By: Regina D’Alesio Events and Special Projects Manager PR News

1:45 - 2:30 p.m.
Leveraging the Media to Win in a Crisis

In the thick of a crisis, proper response to the media is critical in protecting reputation, yet complicated in today's instantaneous, multiple media platform environment. Learn the best crisis-diffusion techniques across media vehicles-traditional to digital to social-from tested crisis veterans. Our panelists will discuss:

• How to message map for the media
• How to craft and test up-to-date crisis communications plans designed for the 24/7 media cycle
• What to say - and how to say it - in the first three hours of a crisis
• How to communicate to your organization internally to control their potential messages to the media
• How to identify key media outlets to reach out to during a crisis

Speakers:

	Gary Wells Senior Managing Director Dix & Eaton
	Glen Nowak Director, Division of News and Electronic Media Centers for Disease Control
	Karen Hinton President Hinton Communications
	Moderator: Scott Van Camp Editor PR News

2:30 - 3 p.m.
Quick Study: How Goodyear Tapped Online Influencers for Product Launch Traction

When launching a new tire line to a younger demographic, Goodyear Tire and Rubber Company reached out to bloggers for the first time. The campaign, integrated with traditional media outreach, resulted in record sales. Goodyear's outreach to influential bloggers permanently altered its media relations program, and the company continues to build its digital and social media presence in product launches. In this case study presentation, you will get best practices from Goodyear, and learn:

• How to use audience research to identify the most influential and relevant bloggers and influencers
• How to establish trust-based relationships with bloggers
• Tactics for influencing message creation
• How to determine the correct mix of digital media vs. traditional media outreach
• How to best measure integrated campaign efforts

Presenters:

	Ed Markey VP of North American Tire Public Relations Goodyear
	Geoffrey Phelps Vice President Coyne PR
	Moderator: Scott Van Camp Editor PR News

3:15 - 4 p.m.
Media Training: Do's and Don'ts for Getting Your Message Heard & Needed

Whether facing an impromptu Flip camera interview at an event, a phone interview with a journalist or an on-air grilling by a major network, an executive's ability to be on message and media-savvy is crucial to you and your organization's image. This session will describe tested techniques for successful interview experiences from media training pros, including tips on:

• Convincing the C-suite of the importance of media training
• Conducting pre-interview due diligence
• Honing messages before a media appearance or interview
• Verbal bridges to stay on point and in control
• Messaging cues to remember during tough questioning

	Stephanie Anderson Head of PR and Chief Corporate Spokesperson OSRAM SYLVANIA
	Andrew Gilman President and CEO CommCore Consulting Group
	Chris Mainz PR Senior Specialist Southwest Airlines
	Moderator: Scott Van Camp Editor PR News

4 - 4:45 p.m.
The Media/PR Smackdown

Get ready for a no-holds-barred (verbal) powwow between top journalists across a variety of media platforms and you, the PR practitioner. First, you will hear opinions and insights from top members of the media on how PR can better serve and coexist with them. Then, be ready with your questions in a highly interactive, gloves-off discussion. From top reporters and bloggers you will learn:

• The most effective ways to engage (and how not to engage) with them
• How to best assist them in putting together stories
• How not to damage your brand by spamming journalists
• Where to find the best media forums for stories
• How to identify and reach powerful Web-based "voices" that are virtual outlets unto themselves

	Howard Arenstein Correspondent, CBS Radio News Radio Bureau Manager, CBS News, Washington DC
	Doug Stanglin Editor, On Deadline blog USA Today
	Lynn Sweet Columnist and Washington Bureau Chief Chicago Sun-Times
	Moderator: Johna Burke Senior Vice President BurrellesLuce

4:45 - 5:15 p.m.
Closing Reception