The essential, one-day summit for PR professionals dedicated to social media communications,
SEO, PR measurement and digital engagement with the media.

9:00 - 9:30 a.m.

Empower Employees & Protect Your Brand With Smart Social Guidelines

As more communication migrates to Facebook and Twitter, PR practitioners are increasingly open to the legal risks and pitfalls that come with social media. More employees are being charged with driving social media initiatives, and training and social media policies are absolutely necessary to protect an organization’s reputation. This session will show you how to identify legal risks in your social media communications and stay on top of regulatory issues that may affect your initiatives. You’ll walk away with the know-how to anticipate legal pitfalls and a social media policy that keeps employees engaged and your legal team happy.

In this session, you’ll learn:

•    Who owns user-generated content posted on social media platforms
•    How to differentiate the legal issues of trademark and copyright
•    The scope of liability of material posted by organizations
•    How to determine what type of training policy should be in place
•    How to create a social media policy that will help protect your organization against liability
•    How social media presents risks and challenges in HR and employment
•    How to manage employees’ personal use of social media

Plus – You’ll receive samples of organizational charts and successful social media policies.

Speakers:

	Beth Haiken Senior Vice President Ogilvy Public Relations
	Ashley Howland Social Media Manager Baylor Health Care System

9:30 a.m. - 10:30 a.m.

Facebook Essentials: Leveraging the Latest Updates for PR

With the rollout of Facebook’s Timeline, brands have new opportunities to engage and interact with fans and tell their organizational story. The shared activity of your “likes” now includes “watching,” “reading” and "listening,” giving brands new insight into consumer habits. Facebook’s changes to its News Feed algorithm can enhance the visibility of your content—provided you understand how that algorithm works. In this session, social media leaders will show you how to maximize the newest features—including Lists and Brand Tagging—to increase your fan base, keep your community engaged and build awareness.
 
In this session, you’ll learn how to:

•    Develop a content strategy, with a breakdown of content types and scheduling details
•    Use Facebook's "Lists" likes-grouping feature
•    Determine the optimal frequency for posting content
•    Boost engagement and interaction with photos, events news, questions and polls
•    Incorporate video content to drive interaction and engagement
•    Reward brand ambassadors who use the brand tagging feature
•    Measure your Facebook activity and its contribution to your PR goals
•    Manage team ownership and time investment in Facebook activity

Speakers:

	Dan Gould Digital PR Manager Sourcefire
	Christopher Lagan Chief of Social Media U.S. Coast Guard
	Jim Newcomb Director of Brand Management & Advertising Boeing

10:45 a.m. - 11:00 a.m.

How to Map Your Social Graph

No brand exists in a vacuum - one of the most important skills a PR pro has to master is mapping the social graph around a brand and extracting social media intelligence from relevant conversations that helps you make better business decisions.

Sally Falkow and Chris Abraham will show you what a social graph looks like, how to go about mapping your brand's social graph and how to find the relevant conversations that can lead to AHA! moments. They will share a few case studies that show how a social audit can help a company to:

•    Discover correct positioning and messaging
•    Find new audiences
•    Identify the influential voices in the graph
•    Build relationships with the media

Speakers:

	Chris Abraham Social Ally
	Sally Falkow President Social Ally

11:00 a.m. - 11:45 a.m.

Tie Social Media to Your Bottom Line

Digital and social media initiatives play an integral role in your PR strategy. But measuring ROI and proving PR’s contribution to the bottom line remains elusive for many communicators. Our panel of measurement leaders will show you how to gauge conversations on Twitter, use Google Analytics to determine which keywords will resonate with your stakeholders and use Facebook Insights to measure fans and followers’ engagement. You’ll learn how to define organizational goals, establish key performance indicators, determine how often and how much time to spend on measurement and which measurement tools are best for your budget. You’ll walk away with a comprehensive guide to tie digital initiatives to reputation management, customer service and larger business goals.

You’ll learn how to:

•    Establish benchmarks for social media measurement
•    Integrate digital measurement with traditional techniques
•    Measure the influence of blogs, tweets and Facebook likes on your brand
•    Conduct analysis of online messages, conversations and communities
•    Determine which metrics have the greatest impact on senior management
•    Connect media coverage, Web site traffic and online interaction to business outcomes

Speakers:

	Bill Johnston Director of Global Online Community Dell
	Clinton Schaff VP, Digital & Interactive Media Group GolinHarris

11:45 a.m. - 12:15 p.m.

Ready for Google+?

Search and findability matter for all of your messaging on social networks, and Google+ is the only social network indexed by the number one search engine in the world. And with the rollout of brand pages, PR professionals have a powerful, new opportunity to expand their brand’s reach and build a community of brand advocates. Learn from PepsiCo, a Google+ beta tester, about how to use the platform’s features including Circles, Hangouts, Sparks and Stream to connect with customers, establish thought leadership and generate new sales leads. You’ll walk away with the know-how to integrate this powerful platform into your PR toolbox.

You’ll learn how to:

•    Create personal profiles that reflect your brand identity
•    Segment contacts into “Circles” to target key demographics
•    Use the Hangouts video chat feature
•    Use Google+ Stream to share content and increase brand visibility
•    Increase traffic to your Web site with Google+
•    Integrate Google+ with other Google tools and with your other social media strategies
•    Prepare team members to manage content and community outreach
•    Identify key influencers 

Speaker:
 

Joshua Nafman Digital Engagement Manager PepsiCo

12:30 p.m. - 1:15 p.m. Luncheon and Networking

1:30 p.m. - 2:15 p.m.

Interactive Crisis Clinic: Proven Digital Tactics to Deploy During a Crisis

Online conversations about your brand never cease. As a seasoned PR pro, you know a crisis can strike at any time and spread virally, causing untold damage to your organization’s reputation and putting its very survival at risk. In this interactive session, attendees will work in teams to develop a digital response to a mock crisis. You’ll work together to develop core messages, engage the media and leverage social media, blogs and other online platforms to communicate with key stakeholders during and after a crisis. At the end of the session, group leaders will share best practices, enabling you to walk away with the tools you need to lead your team in a crisis.

In this session, you’ll learn how to:

•    Craft core messages to post on Twitter, Facebook and your Web site
•    Know when to respond and when to back off when a crisis hits
•    Determine how to respond to negative publicity online
•    Leverage social media platforms including Facebook, Twitter and blogs to manage—and save—your organization’s reputation
•    Determine which media and key influencers to reach out to during a crisis
•    Respond quickly and transparently to internal and external stakeholders
•    Monitor social media channels for viral messages that may harm your organization’s reputation, and respond accordingly
•    Reestablish your organization’s reputation after a crisis

Session Leader: 

Dallas Lawrence Chief Global Digital Strategist Burson-Marsteller

Keynote Presentation: Digital PR: Why It Pays to Be Likeable
In this keynote presentation, Dave Kerpen, author of Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (and Other Social Networks), will share key strategies and case studies from leading companies to take your brand from noticeable to likeable.

Dave Kerpen CEO Likeable Media

2:45 p.m. - 3:30 p.m.

Twitter Strategies That Produce Positive Business Results

Your target audience has moved to Twitter. That’s where your stakeholders go to follow breaking news and industry gossip, and it’s where media pros go to find sources. But tweeting alone is not a strategy, and may have no effect on your bottom line. Our panel of Twitter experts will show you how to create a Twitter strategy that is aligned to your organization’s business goals, and provide you with tactics to build an engaged community, manage customer service issues, protect a brand’s reputation and connect with journalists and bloggers. Learn how to develop a human voice within the 140-character limit, create unique content to share on Twitter and become a “must-follow.”

In this session, you’ll learn how to:

•    Identify and engage with key influencers
•    Choose content and craft messages that will be retweeted
•    Respond to customer service issues and manage your brand’s reputation
•    Host and participate in tweet chats to build your following
•    Integrate content across platforms including Facebook, LinkedIn, blogs and your Web site
•    Build relationships with journalists and bloggers
•    Use free or low-cost tools including TweetDeck, HootSuite and The Tweeted Times to monitor your audience

Speakers:

	Matt Broder VP, Corporate Communications Pitney Bowes
	Krisleigh Hoermann Community Manager American Heart Association
	Ted Nguyen Social Media Strategist

YouTube is the second-largest search engine behind Google, and you cannot afford to miss the opportunity to reach 175 million users through online video. With millions of videos being posted daily, brands have to create compelling content to grab the attention of their intended audiences. This session will provide you with expert advice on how to produce and distribute content on any budget and tell your organization’s story using the most popular medium of all—video.

In this session, you’ll learn how to:

•    Familiarize yourself with low-cost, handheld digital video camera and editing options
•    Identify the right video technology and platform for your organization
•    Craft messages that capture your brand’s message
•    Engage the media and citizen journalists with your videos
•    Post your videos to YouTube, Twitter and other social media sites
•    Use video search optimization
•    Increase brand awareness through a video PR campaign

Speakers:
 

	Amil Husain Vice President Weber Shandwick
	Priya Shah Social Media Manager SquareTrade Inc.

4:15 p.m. - 4:45 p.m.

LinkedIn: Your Most Powerful, Underused Communications Tactic

Even though it’s the world’s largest professional network with over 135 million users, LinkedIn remains a secret weapon that can be easily leveraged to establish thought leadership, share company news and find new clients. Hundreds of thousands of journalists and bloggers are on LinkedIn looking for subject matter experts, making it a powerful tool for PR practitioners to build relationships with the media and ultimately generate coverage for your organization. This session will provide an insider’s guide to the ripe opportunities for PR pros. You’ll learn how LinkedIn Groups can promote your company or client, how to find new clients and connect with media professionals using Advanced Search and how to participate in LinkedIn Answers to establish thought leadership. You’ll be able to build your corporate brand on LinkedIn to stay up to date with industry trends and one step ahead of the competition.
 
In this session, you’ll learn how to:

•    Build a powerful profile for your brand to increase visibility
•    Optimize your company profile with keywords and phrases
•    Use Advanced Search to identify and connect with key stakeholders
•    Start and manage a group of fans and followers
•    Develop relationships with the media and pitch story ideas
•    Use LinkedIn Answers to establish thought leadership
•    Drive traffic to your Web site or corporate blog through status updates
•    Post job openings and recruit new talent 

Speakers:
 

	Ann Andrews Morris Vice President for Communications and Outreach World Food Program USA
	Krista Canfield Senior Manager, Corporate Communications LinkedIn

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

Why Didn't I Think of That? 15 Unique Digital PR Ideas in 30 Minutes

Cap off the day with a rapid-fire succession of original, smart digital PR tactics that you can put to the test the next day when you get back to the office. Our panel of experts will provide unique ideas across the spectrum of digital platforms that are guaranteed to inspire your own brainstorms.

Speakers:
 

	Sally Falkow Social Media Strategist Meritus Media
	Jennifer Houston President WE Studio D
	Monte Lutz Senior Vice President of Digital Edelman

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If you spend at least a quarter of your time in any of these areas, you should attend this Summit:

• Public Relations
• Digital and Social Media
• Community Relations
• Corporate Communications
• Word of Mouth Marketing
• SEM/SEO Management
• Brand Marketing
• Video Production
• Marketing Communications
• Employee Communications
• PR Business Development
• Human Resources
• Public Affairs/Issues Management
• Media Relations

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PRSA APR Accreditation Maintenance Credits Approved: 1.0 Registrants that are Accredited by PRSA need to keep track of their points and submit their activities every three years. Please keep a copy of the event description with the date/time listed and submit when you are required to.

The PR News Digital PR Next Practices Summit  will take place on February 16, a day after PR News’ SEO Workshop on February 15. The SEO Workshop is now sold-out. Both events will be held at The Westin San Francisco. When registering, you have the option to only register for the PR News Digital PR Next Practices Summit or to register for both the Digital PR Next Practices Summit and the SEO Workshop.

Group = Two or more from the same company. Group price is per person.

Questions?
Contact Amy Jefferies at ajefferies@accessintel.com.

Conference Location:
The Westin San Francisco, Market Street
50 Third Street
San Francisco, CA 94103

>>Hotel Room Block: PR News has arranged a group rate of $259 a night at The Westin.  
Book your room now.

>>Local San Francisco Attractions

Questions?
If you'd like to register by phone or have questions regarding the program, please contact Saun Sayamongkhun at saun@accessintel.com.

The PR News Digital PR Summit will help you discover and implement ideas that deliver results. It will train you to search for innovative solutions. It will provide opportunities to make valuable connections with other PR and communications professionals who have solutions you need. And, it will prepare you for the road ahead.

You probably already recognize the value of attending this conference, and we’d like to offer some assistance to help you convince your supervisor and organization to approve the costs. Download the “Justification to Attend” letter—everything you need to present your business case. The template is simple to fill out and drop off with your supervisor for approval.

Download Editable Word Doc

Each registration comes with the materials provided by the speakers and a personalized certificate of attendance for attending the PR News Digital PR Summit.

Personalized Certificate for all Attendees

What attendees had to say about PR News' on-site conferences:

• "Great conference, speakers and venue!! Loved the clean, candid approach of all speakers towards the challenging environment."
  - External Relations, US Operations and Marketing North America, Procter & Gamble
  
  
• "This was a great event.  Not only were the speakers knowledgeable and engaging, but the attendees were awesome.  And networking was great!"
  - Communications Directer, CIGNA
  
  
• "I thought it was a wonderful event and I learned a great deal. It was an incredibly valuable seminar."
  - VP of Marketing, Retirement Living TV
  
  
• “I was also so impressed with the overall event. The quality of the presentations was top-notch, and the ability to network with like-minded people during the breaks and at lunch was invaluable.”
  - Director, Global Media Relations, SAP AG
  
  
• “This was one of the best conferences I've ever attended.”
  - Public Relations Dir., Combe Inc.
  
  
• “Very helpful topics. The presentations were informative and entertaining.”
  - VP of Marketing & Communications, Weir Minerals
  
  
• “Great event! I'm taking away valuable information and am excited to put the new knowledge to use! Well executed. Thanks!”
  - Communications and Organizational Effectiveness Analyst, Hostess Brands, Inc.
  
  
• “Wonderful and insightful event in which I would like to have my entire team participate, including some clients."
  - Account Executive, Digital Brand Architects
  
  
• “Fantastic keynote. The energy was perfect for a mid-day pick-me-up. Loved that PR is so well represented - rarely the case at other social media conferences."
  - Executive Director, PR & Communications, Jackson Spalding
  
  
• "This summit was excellent, with great content."
  - Coordinator for Special Projects, Department of Public Information
  
  
• "I thought it was incredibly relevant to the audience.  I walked away with several key ideas that I can’t wait to implement on my clients behalf. "
  - Chief Public Affairs Officer, Clemson University
  
  
• "Today went beyond the ‘how to’ tactical side of digital media and really digs in to the strategy behind today’s public relations industry. The speakers, presentations, case studies and takeaways will be helpful for both our agency and our clients."
  - Account Director, GroundFloor Media
  
  
• "The Summit brought together just the right mix of experts to discuss opportunities in an industry that’s experiencing a fundamental shift."
  - Vice President, Gibraltar Associates
  
  
• "Very helpful ideas that I will be able to use right away. Thanks!"
  - Staff Services Director CalPERS
  
  
• "I very much enjoyed the day - speakers were interesting and the conference was well worth the time."
  - Director of Corporate Communications, MVP Health Care
  
  
• "Fantastic and inspiring!"
  - Program Marketing Manager, Pacific Gas & Electric Company
  
  
• "I learned more in one day than I've learned all year!"
  - Director, New Media, American Heart Association
  
  
• "It was a fantastic event, and many of the strategies delivered today will inform our company’s social media policies moving forward."
  - Online News Producer, Education Week
  
  
• "Engaging speakers. Valuable, practical information that crossed all PR business functions, Session length was perfect."
  - Media Relations Professional
  
  
• "The Summit assembled interesting and knowledgeable speakers who presented a large body of practical information for PR and marketing professionals. I came away with a much better understanding of social media and all it uses."
  - Director, Public Relations, League of American Orchestras
  
  
• "The conference was absolutely eye-opening. I consider myself a savvy Internet and social media person, but the speakers put a whole new light on it for me. I'm not easily impressed, and have been to many conferences like this, but I remain amazed at the event and its compelling speakers."
  - VP, Communications, International Trademark Association (INTA)
  

Presented by PR News, this conference offers a limited number of sponsor and exhibitor opportunities to connect with these communications professionals. To find out how to become a sponsor, contact Diane Schwartz, SVP & Group Publisher, PR News at dschwartz@accessintel.com or 212-621-4964.

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MEET OUR SPONSORS
Get to know the Partners!

• American Pop
• Business Wire
• NAPS
• Social Ally

Presented by PR News, this conference offers a limited number of sponsor and exhibitor opportunities to connect with these communications professionals. To find out how to become a sponsor, contact Diane Schwartz, SVP & Group Publisher, PR News at dschwartz@accessintel.com or 212-621-4964.

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The PR News brand includes the weekly publication PR News, PR News Webinars and Workshops, the Platinum PR Awards, PR People Awards, CSR Awards, Nonprofit PR Awards, The 100 Best Case Studies Book, Guidebook to Best Practices in CSR, Guidebook to Best Practices in Measurement, Digital PR, Crisis Management and Media Training Guidebooks and PR News Webinars.

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