July 19, 2018 | New York, NY

Put the Power of Google Behind All Your Brand Messaging

Over 2 trillion searches are conducted on Google each day. Chances are, your organization has been one of them—but what story are the search results telling about your brand? 

Join PR News on July 19 in New York City to learn how to make the most of Google’s ever-expanding suite of tools to showcase your brand’s messaging the way it was intended to be seen. Network with likeminded communications professionals while you learn how to use algorithm-savvy SEO tactics to improve search rankings and your brand’s online reputation, leverage Google Analytics to report important metrics to the C-suite, produce and promote compelling YouTube video content.

What You’ll Learn:

  • How to incorporate Google tools into your workflow
  • How to leverage SEO tactics to increase earned media
  • What keywords your brand is likely to rank for
  • What SEO strategies are most effective before, during and after a crisis
  • How to produce, promote and turn your YouTube channel into more than just a video repository
  • Which meaningful communications metrics you can capture using Google Analytics
  • What Google has in store for communicators in the near future

Who's Attending


  • Nati Katz

    Director, Technology Practice
  • Cassie Katz

    Director, Marketing
    Professional Services Council
  • Laura-Ann Mitchell

    Cisco.com Lead
  • Ben Spangler

    SEO, Performics Practices Team
    Spark Foundry


  1. 8:30 am - 9:00 am

    Registration and Networking Breakfast

  2. 9:00 am - 9:20 am

    Boot Camp Kickoff: Google’s Role in a Communicator’s Daily Workflow

    Hear from a fellow communications practitioner on how they incorporate Google Analytics, SEO strategies, YouTube and more to streamline their workflow and speed up otherwise time-consuming tasks.

  3. 9:20 am - 10:10 am

    Earned Engine: How to Integrate Google Tools Into Your Media and Influencer Relations Programs

    You can’t buy an organic search ranking in Google results. Thus, search engine optimization is a form of earned media, relying not only on the strength of your content but on third-party referrals, from media placements to influencer shout-outs. In this session, we’ll look at how to use Google tools to bolster your earned media efforts.

    We’ll cover:

    • How to use Google Analytics to track the success of media placements as it relates to website and social media traffic
    • Strategies for building relationships with journalists, bloggers and influencers who can give your search rankings a boost
    • How to incorporate YouTube videos and topics you are likely to rank for into your pitching strategy
    • How to identify the high-authority domains that will come up in search every time your brand or a topic relevant to your brand is searched
    • Tactics for creating a target list of influencers and outlets based on their primary keywords
    • Ben Spangler

      Ben Spangler

      SEO, Performics Practices Team
      Spark Foundry
  4. 10:10 am - 10:30 am

    Networking Break

  5. 10:30 am - 11:10 am

    Roll Up Your Sleeves: Keywords and SEO-Ranking Content Brainstorming Session

    Huddle with your peers to brainstorm a wish list of target keywords and topics that your senior leaders would be thrilled to see your brand rank for in search. Bounce content ideas off of other brand storytellers that would help you meet your ranking goals. Meanwhile, our Google communications experts will circulate and provide suggestions and feedback.

    • Laura-Ann Mitchell

      Laura-Ann Mitchell

      Cisco.com Lead
  6. 11:10 am - 12:00 pm

    How to Leverage SEO Tactics Before, During and After a Crisis

    The last thing a brand communicator wants is to have a long-ago crisis dominate the top of search results for their company. But, as crises in recent years have shown (Wells Fargo, Samsung, Pepsi), it’s especially hard to avoid that fate if the web is awash in negative headlines and social media conversation around your brand. In this session, we’ll cover proactive and reactive strategies to help ensure that your brand’s search results illustrate more of the good than the bad and the ugly. 

    You’ll learn how to:

    • Monitor social media conversations and media coverage to determine the length and depth of a crisis
    • Determine potential risk areas and develop a defensive SEO strategy should a crisis arise
    • Stock up on SEO-improving content to balance negative sentiment
    • Determine when and how to respond to negative articles, reviews or social media posts
    • Own the online media narrative with proactive pitching and owned media
    • Recognize when and why a dark site is needed, and how that affects your overall SEO
    • Use Wikipedia to tell your brand story leading up to, and following, a crisis
  7. 12:00 pm - 1:00 pm

    Networking Lunch

  8. 1:00 pm - 1:50 pm

    Google’s Video Search Engine: Producing and Promoting YouTube Videos That Elevate Your Brand

    Type any search term followed by the word “video” into Google, and a list of YouTube videos will come up. That’s because Google gives preferential treatment to videos uploaded to its native video hosting service. Our trainers will share strategies for producing and promoting your YouTube videos as vehicles that tell the visual stories your audience is searching for.

    You’ll learn how to:

    • Make the most of your YouTube channel and content so it doesn’t become just a repository for old video
    • Use the Hero, Hub, Help methodology to create YouTube videos that are useful to your audience
    • Put together a video budget and develop a sustainable production workflow
    • Promote YouTube videos across earned and owned channels
    • Create and strategize around playlists of related content
    • Measure the success of YouTube content using native analytics
    • Strategically embed YouTube video in company websites, blogs and media pitches
    • Encourage commenting and “thumbs up” stamps of approval, while keeping internet trolls at bay
    • Nati Katz

      Nati Katz

      Director, Technology Practice
  9. 1:50 pm - 2:10 pm

    Networking Break

  10. 2:10 pm - 3:00 pm

    How to Integrate Google Analytics Into Your Communications Strategy

    No, there’s no single magic metric that will prove your efforts to improve your brand’s digital properties are successful. But Google Analytics can provide a wealth of insights as to when, how long and why users are looking at (or abandoning) your content. In this session, we’ll pinpoint the Google Analytics metrics most useful to communicators—and provide pointers for how to find them quickly.

    What we’ll cover:

    • Creating and modifying content based on metrics in Google Analytics
    • How to translate your audience’s conversion funnel into visible analytics
    • Using Google Analytics to find out how long users are spending with content, and how many visit your site without ever visiting another page
    • Determining your bounce rate, and sleuthing out the reasons why users are leaving your page
    • Investigating the difference between your high-priority content and the content your users are actually reading
    • Spot where there might be slow loading times or responsiveness issues
    • Cassie Katz

      Cassie Katz

      Director, Marketing
      Professional Services Council
  11. 3:00 pm - 3:45 pm

    Welcome to the Future: What Google Has on the Horizon for Communicators

    Our final trainer will share what’s coming next from Google: tools, updates and improvements that will affect the daily work of professional communicators. Get your burning questions answered, whether you’re concerned about Chrome’s ad-blocking update, the future of Google’s algorithm or its mobile-first index.

  12. 3:45 pm

    Closing Remarks


The Yale Club

50 Vanderbilt Ave
New York, NY 10017

PR News’ Google Boot Camp for Communicators Luncheon will take place on May 23 at The Yale Club in Midtown New York City. The awards luncheon venue is just a block away from Grand Central Terminal and the 4, 5, and 6 Subway trains. If you are traveling for the luncheon and need lodging, take a look at PR News’ list of hotels in the area.


Regular Rates

  • Super Early Bird

    Valid until
    May 25, 2018
  • Early Bird

    Valid until
    June 29, 2018
  • Regular Rates


Nonprofits receive a $200 discount.
PR News members receive a $300 discount.
Groups receive a $100 discount.


General FAQ

What is PR News?

The PR News Group is a go-to source that serves the communications and marketing community at corporations, agencies and nonprofits. The PR News Group focuses on honing and growing PR and marketing professionals’ skills in social media, crisis management, digital PR, measurement, employee relations, media training, CSR and writing through its flagship newsletter, webinars, conferences, awards programs, workshops and guidebooks. With the launch of its weekly newsletter over 70 years ago, PR News has remained dedicated to supporting the growth of communicators and marketers all while keeping them abreast of the latest news affecting their industries.

How can I become a sponsor?

A variety of event sponsorship opportunities are available for these industry-known events. Please contact Sales Director Katie Sullivan at ksullivan@accessintel.com to book you spot soon as we have a limited number of slots available.

How can I become or suggest a speaker/panelist?

To be considered, please email Editorial Director, Steve Goldstein at sgoldstein@accessintel.com.

Registration FAQ

How do I register?

You can register online on our secure site. If you have any questions or concerns, please call or email Client Services at 1-800-777-5006; clientservices@accessintel.com.

What is included in the registration price?

Registration includes continental breakfast, access to all sessions, lunch, break beverages/snacks, a workbook, access to speaker presentations.

What kinds of payment do you accept?

We only accept credit card (AMEX, Visa, MC) and check (must be received 10 days prior to the event) via our online registration. Register here.

Is there an additional discount for groups of 5 or more?

There is a discount for groups of 5 or more from the same company, please contact Client Services at 1-800-777-5006; clientservices@accessintel.com for details.

What if I have a discount code?

Only one discount code can be honored, and only the first discount code used can be honored. Please note that discount codes are only good on NEW REGISTRATIONS. Discount codes cannot be applied to a registration that has already been processed and price adjustments are not available.

I’m part of the media, how can I get a complimentary pass?

If you’re interested in becoming one of our media partners and/or attending to cover the events, please submit your request to clientservices@accessintel.com. There are very few spots available and due to the high volume of requests, only those chosen to attend will be notified.

I am registered, but cannot attend. Can I cancel or transfer my registration?

You may substitute another individual in your place at no extra charge, but we do not refund registrations. That is clearly stated on the payment page of the registration process and confirmation message. If transferring, please forward the information to clientservices@accessintel.com.

I have a question about the Google for Communicators Boot Camp that I did not find here. What should I do?

Email questions to clientservices@accessintel.com. You may also call 1-800-777-5006 for additional assistance.


At the Social Media Summit presented by PR News, sponsors will reach hundreds of communications, marketing and digital professionals looking to improve their social media strategies and SEO. Join us as a thought leader at this dynamic industry event by becoming a sponsor today.

Have other sponsorship needs? You can customize a sponsorship package. Hurry, Only a Limited Number of Sponsorships are Available! For information about sponsorship packages, please contact Katie Sullivan at ksullivan@accessintel.com.



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