PR News' Content Marketing Boot Camp
(for PR & Communications Professionals)
June 18, 2013 | 8:30 - 4:30 p.m.
The Yale Club, NYC


Register now for PR News' June 18 Content Marketing Boot Camp at the Yale Club in New York City and learn how to go from reading about other brands' and other agencies' success at creating, placing and sharing valuable content to becoming a creator and distributor of content that your target audiences will consume—and just as important—share.  Content marketing has changed the rules of the game for PR professionals, brands and the media. Now is the time for in-house communications professionals and PR agencies to expand their roles in the content landscape.

Bonuses for Attending:
• Content Marketing Business Objectives Grid & Checklist
• Exclusive PR News content: "How to Turn Traditional Marketing Collateral Into Online Content"
• Exclusive PR News content: "5 Keys to Making Your Business a Content Powerhouse"


8:40 - 9:00 a.m.The Content Marketing Landscape—and PR's Role
9:00 - 10:00 a.m.Show & Tell: Examples of Content Marketing That Works
10:00 - 10:30 a.m.How to Find or Create the Content You Need With Minimal Resources
10:30-10:45 a.m.Break
10:45 - 11:15 a.m.How to Integrate Content Marketing Into Your Communications Strategy
11:15 - 11:45 a.m.Optimize Your Content for Mobile Delivery
12:00 noon - 1:15 p.m.Networking Luncheon + Keynote Presentation: Authenticity and Fluency for Effective Storytelling in Business
1:30-2:00 p.m.Integrate Promoted Social Posts Into Your Content Strategy
2:00-3:00 p.m.How to Work With the Media to Publish and Promote Your Content
3:00-3:15 p.m.Break
3:15-3:45 p.m.10 Ways to Make Your Quality Content Shareable
3:45-4:00 p.m.What We Learned Today
4:00 p.m.Closing Remarks and Business Card Exchange


Online audiences are hungry for authentic, useful and easily digestible content, and they will consume it and share it on social media with little care as to whether it comes directly from a brand or from an established media outlet. Our trainers will show you what the opportunities are for PR professionals to become virtual chief content officers and integrate content marketing into their PR strategies.

  • Lauri Baker, Head of Branded Content, The Huffington Post
  • Leslie Campisi, Managing Director, U.S., Hotwire PR
  • Janis Forman, PhD, Director, Management Communication, The UCLA Anderson School of Management, Author, "Storytelling in Business"
  • Jay Hamilton, Senior Director, Digital Public Relations, Marriott International
  • Steve Halsey, Principal and Managing Director, Business Consulting Practice, Gibbs & Soell Business Communications
  • Andrew Hanelly, SVP, Strategy, McMurry/TMG
  • Eric Harris, EVP, Business Operations, BuzzFeed
  • Kiersten Lawson, Content Strategy Director, Waggener Edstrom Worldwide
  • Richard Ouyang, Associate Director of Digital Strategy, Peppercomm
  • Ben Shields, Director of Social Media and Marketing, ESPN
  • Buddy Scalera, SVP of Content Strategy & Media, Ogilvy CommonHealth Worldwide
  • Allison Steinberg, Senior Media Analyst, JetBlue Airways
  • Newell Thompson, Vice President, Content Marketing & Strategies, Time Inc. News & Sports


You'll Become an Expert In:

  • Navigating the differences between content marketing, native advertising and custom content
  • Understanding PR's role and opportunities in the growth of content marketing
  • Crafting an objective for your content marketing programs and measuring their success
  • Finding and creating the content you need with minimal resources
  • Integrating content marketing into your communications strategy
  • Developing content for mobile platforms
  • Using storytelling concepts for your content marketing programs
  • Integrating promoted social posts into your content strategy
  • Working with media partners to publish and promote your content
  • Making your content more shareable

8:40 - 9:00 a.m. The Content Marketing Landscape—and PR's Role

“Content marketing” may be a hot topic and a trending term, but that doesn't mean we all share the same notions about what it is and what it can do to affect both brand awareness and the bottom line. This place setter for the rest of the day will help you determine the differences between and overlapping meanings of content marketing, sponsored articles, native advertising and custom content. You'll also learn about PR's role in the growth of content marketing—how common it is for PR agencies to be offering this service to its clients, how an agency can differentiate its content strategy and how a client chooses one agency's services over another's.

Kiersten Lawson
Content Strategy Director
Waggener Edstrom Worldwide

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9:00 - 10:00 a.m. – Show & Tell: Examples of Content Marketing That Works

We'll look at several content marketing programs that had high returns for their companies and met or exceeded expectations. Each example of content marketing will be analyzed for its objective, execution and metrics used to measure success.

Buddy Scalera
SVP of Content Strategy & Media
Ogilvy CommonHealth Worldwide
Ben Shields
Director of Social Media and Marketing
Ryan Petersen
Editorial Manager
Allison Steinberg
Senior Media Analyst
JetBlue Airways

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10:00 - 10:30 a.m. – How to Find or Create the Content You Need With Minimal Resources

Don't have the resources you need to create the blog posts, white papers and videos that will connect with your audience? Learn how to tap the expertise of your organization's employees to create quality content, and how to forge partnerships that will provide you with content that inspires conversations and connections with your brand.

Jay Hamilton
Senior Director, Digital Public Relations
Marriott International

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10:30-10:45 a.m. - Break

10:45 - 11:15 a.m. – How to Integrate Content Marketing Into Your Communications Strategy

Learn how to assign content creation and distribution roles for your communications team and create editorial calendars that tie directly into your brand's or clients' communications goals. Our trainer will show you how to develop only those content strategies that can be backed up with metrics that connect to an organization's bottom line. We'll also look at budget considerations to help you determine when it's necessary to hire someone whose role is dedicated to content marketing, when content responsibility should be added to an existing team member and when it's necessary to work with outside specialists.

Steve Halsey
Principal and Managing Director, Business Consulting Practice
Gibbs & Soell Business Communications

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11:15 - 11:45 a.m. – Optimize Your Content for Mobile Delivery

Whether it's video, blogs, interactive media—all successful content strategies must be tailored for mobile delivery for 2013. Content that does not conform to the technical and functional requirements of mobile will be content that is wasted. Learn how to make sure your content is ready for both smartphones and tablets, and what the content and technical considerations are for each platform.

Richard Ouyang
Associate Director of Digital Strategy

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11:45-12:00 noon - Break

12:00 noon - 1:15 p.m. Networking Luncheon + Keynote Presentation: Authenticity and Fluency for Effective Storytelling in Business

In her timely keynote address, Janis Forman, director of management communication at UCLA's Anderson School of Management, and author of the new book "Storytelling in Business," will share essential storytelling tactics that will help you grab and hold onto audiences' attention, and keep them coming back for more.

Janis Forman
Director, Management Communication
The UCLA Anderson School of Management
Author, "Storytelling in Business: The Authentic and Fluid Organization"

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1:30-2:00 p.m. – Integrate Promoted Social Posts Into Your Content Strategy

Promoted posts and tweets on Twitter and Facebook are powerful forms of content marketing and can help your content appear in Facebook's News Feed and in Twitter accounts. Our trainer will show you the mechanics of using promoted posts on Facebook and promoted tweets, the costs involved and how they can help you grow your follower base and increase engagement and buzz.

Leslie Campisi
Managing Director, U.S.
Hotwire PR

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2:00-3:00 p.m. – How PR Can Work With the Media to Publish and Promote Its Content

The rise of content marketing and the pressure on media brands to produce revenue has changed the dynamic between PR and publishers, editors and journalists. You'll learn how to pitch your content to the media and forge partnerships that both advance your business goals and help protect the reputation of the media outlets you're working with. We'll also find out from the media side how content marketing has changed the separation of church and state and about media's overall perceptions of content marketing.

Lauri Baker
Head of Branded Content
The Huffington Post
Eric Harris
EVP of Business Operations
Newell Thompson
Vice President, Content Marketing & Strategies
Time Inc. News & Sports

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3:00-3:15 p.m. - Break

3:15-3:45 p.m. – 10 Ways to Make Your Quality Content Shareable

Quality content is not king—shareable quality content is what ultimately rules. In this fast-paced training session, you'll get a series of inside tips to create content that fuels conversations; gets shared on Facebook, Twitter, Pinterest, Google+ and beyond; choose the kinds of visuals that are likely to get shared; make your content “snackable” and optimized for search.

Andrew Hanelly
SVP, Strategy

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3:45-4:00 p.m. – What We Learned Today

Hear from the day's trainers and your peers the highlights of the day's conference. You won't want to miss this closing session, your cheat sheet to get you started as a successful content marketing pro!

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4:00 p.m. - Closing Remarks and Business Card Exchange

Grab your PR News Conference Certificate of Completion and exchange the last round of business cards with your newfound connections.


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Who Should Attend

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

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

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Per Person RateRegular Rate
Content Conference$895


Group RateRegular Rate
Conference Only$845

Group rate pricing is per person. In order to receive this rate, you must register a minimum of two people. 

Contact Saun Sayamongkhun at or 301-354-1694


Yale Club, NYC

50 Vanderbilt Avenue between 44th and 45th - near Grand Central Station

New York, NY  10017

Hotel Rooms:  PR News does not have a room block.  You can see a list of local hotels, here.

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See Who's Registered So Far

70kft Junior Public Relations Associate
70kft Internet Marketing Associate
Adams & Knight Content Marketing Officer
Adventist HealthCare Public Relations and Marketing Coordinator
Adventist HealthCare Public Relations and Marketing Coordinator
Allison+Partners General Manager
AMI Entertainment Marketing and PR Manager
Aristotle CMO
Avaya Corporate and Global Technology PR Team Lead
Aviation Week Dir of Marketing, Business Intelligence Services
Brand Amp Prez
Brown Marketing Coordinator
Brownstein Group  VP Public Relations Director
BuzzFeed EVP of Business Operations
CDW Editorial Manager
Centra 360 Director Marketing Partnerships
Chemical Processing Digital Sales Manager
Chemical Processing Client Services
Cision US Inc SVP, Sales 
Consultant Communications Consultant
Critical Media SVP, Business Development and Partnerships 
Custom Content Council Member Relations
Dice Holdings, Inc. Public Relations/Investor Relations Senior Associate
DiGennaro Communications Managing Director
DJZ Product-Oriented Marketer
EQT Corporation Marketing Communications Manager
EQT Corporation Manager Media Relations
Erwin Penland Account Supervisor
ESPN Associate Marketing Director
ESPN Marketing Manager
ESPN Associate Manager, Social Media
ESPN Director of Social Media
Fairfield University Assistant director, Media Relations
FedEx  Digital and Social Media
Fleishman Hillard Managing Supervisor
Fluor Corporation Media Relations
Garfield Group Public Relations President
Getty Images Communications Specialist
Gibbs & Soell Principal and Managing Director, Business Consulting
Girnar Software Pvt Ltd VP Business Development
Gramercy Surgery Center, Inc. Marketing Manager
GrayHair Software, Inc. Director, Marketing
gyro VP, Engagement 
Hillshire Brands Company Senior manager
Hillshire Brands Company Director, Communications
Hotwire PR Managing Director, U.S.
Huffington Post Head of Branded Content
InkHouse Senior Vice President & Chief Content Officer
Issue Based Media Marketing Director
JetBlue Airways Senior Media Analyst
Krisp Communications Communications Specialist
Marriott International Senior Director - Global Communications - Digital Corporate Relations
McMurry/TMG VP, Digital Experience
Mederi Therapeutics Inc. Director of marketing communications
Montclair State University Adjunct Professor in School of Communication and Media
MRIS Manager, Marketing & Communications
National Foundation for Cancer Research President
National Minority Supplier Development Council Director of Communications
Nightclub & Bar Media Group  Content Director 
Novartis Director, Media Relations
O'Donnell Agency Senior Brand Manager & Media Strategist
Ogilvy CommonHealth Worldwide SVP of Content Strategy & Media
OtterBox Senior Copywriter
OtterBox Public Relations Specialist
Pensions & Investments Promotion Director
Peppercomm Associate Director of Digital Strategy
Poly Prep Country Day School Director of Marketing & Communications
Princeton Club New York Director, Communications & Events
Shaw Media Senior Publicist
Six-Point Creative Works Public Relations and Marketing Coordinator
Soho Publishing Marketing Manager
Solomon McCown & Company  Senior Account Supervisor 
Springfield Public Schools Community Relations Manager
Stanton Communications Account Manager
The Lifeline Program Director, Market Development + Branding
The Partnership at Associate Director of Public Affairs and Managing Editor, Join Together
The Siegfried Group Marketing Manager
The Siegfried Group Director of Business Systems and Marketing
Time Inc. News & Sports Vice President, Content Marketing & Strategies
Toyota Corporate Marketing & Communications Strategist
Toyota Motor N.A. Corporate Manager, Media Relations
Toyota Motor Sales, USA, INC. Northeast Public Relations Manager
UCLA Anderson School of Management Director, Management Communication
US DOT/Federal Railroad Administration Writer/Editor
Verizon Public Relations
VisitBritain Online Marketing Executive
W. P. Carey Inc. Communications Associate 
W. P. Carey Inc. Second Vice President, Corporate Communications
Waggener Edstrom Worldwide Content Strategy Director
Weber Shandwick Account Supervisor
Weber Shandwick Senior Digital Associate
WGU Indiana PR Coordinator
Xerox Director, Global Social Marketing
ZCOMM PR & Marketing EVP


Sponsorship Information:

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 or 212-621-4964.


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