The DigiComm Summit

February 22-23, 2018
Huntington Beach Resort, CA

Early Bird Rates end January 5


Next-Level Thinking and Connecting for Digital Communicators

PR News has programmed the DigiComm Summit on Feb. 22-23, 2018 in Huntington Beach, CA to give you deep dives AND a wide breadth of subjects, led by the smartest and most generous communicators out there. You’ll get case-study presentations, fun networking opportunities (wine tasting and yoga to name a couple), hands-on workshops, practical advice and how-to’s AND golden Pacific Ocean sunsets.

DigiComm Summit attendees will walk away from these two days with next-level thinking in topics like paid social, SEO, PR measurement, visual storytelling, crisis communications, artificial intelligence, video and so much more. Sign up before January 5 to save with Early Bird rates. 

Must Attend Sessions Include:

  1. 8:30 am - 9:00 am

    Opening Keynote Presentation: PR’s Strategic Role as Job Functions Blur

  2. 9:50 am - 10:10 am

    Networking Break

  3. 3:20 pm - 4:00 pm

    Congratulations! You’re a Genius at Engaging Audiences on Social. Now, What Should You Do With All That User-Generated Content?

  4. 8:30 am - 9:50 am

    Workshop: How to Choose the Right Social Media Platform—and Prove That You Made the Right Choice

What You'll Learn

At the DigiComm Summit on Feb. 22-23, 2018, participants will learn how to:

  • Make your paid social strategy complement your communications strategy
  • Determine the role of human expertise in converting metrics into growth-fueling insights
  • Tell brand stories that can translate into “elevated” news stories for journalists
  • Identify a crisis, evaluate emerging situations and master the first 24 hours
  • Find key demographic info for each social media platform via native analytic tools
  • Anticipate how artificial intelligence and machine learning will present challenges and open doors for brand communicators
  • Be a superstar brand communicator
  • Build your own real-time measurement center
  • Craft quick-hit videos that leave a big impression
  • Breathe new life into your organic social media efforts

Agenda | Register by Feb. 2 to Save


  1. 8:00 am - 8:25 am

    Breakfast and Conversation

  2. 8:30 am - 9:00 am

    Opening Keynote Presentation: PR’s Strategic Role as Job Functions Blur

    Despite their expanded job responsibilities, some communicators continue to battle decades-old perceptions of communications as a soft profession, unworthy of a seat at the proverbial table. And the integration of communications, social media marketing and advertising further threatens the perceived value of PR. In this opening session, we’ll provide answers to the question of how public relations leaders become stronger strategic business advisers as the lines between PR, digital and marketing continue to blur.

  3. 9:00 am - 9:50 am

    Why Using Paid Social Within a Communications Strategy Makes Your Brain Hurt…and How to Finally Get Relief

    Here’s where you’ll get your opportunity to ask you can tie together your paid social efforts with your overriding communications strategy. We’ve heard from many members of the PR News community who are trying to make sense of paid social within a PR framework. You’ve got the social media tactics down—find out how to make them complement everything else you do as a communicator.

    In this conversational session we’ll discuss:

    • How to make your paid social strategy complement your PR strategy
    • Keeping paid influencers aligned with your PR strategy
    • Justifying the use of a paid social when you’re expected to focus solely on earned media
    • Ben White

      Ben White

      Senior Vice President
  4. 9:50 am - 10:10 am

    Networking Break

  5. 10:10 am - 11:45 am

    Interactive Clinic: No More ROI Nightmares—How to Shift Your Measurement Strategy From Metrics to Insights

    In this workshop, you’ll be part of a team whose assignment is to learn the true business goals of a fictitious organization, develop a measurable PR strategy for that organization, choose key performance indicators and, most importantly, deliver insights rather than cold metrics to a panel of judges. They may reward you with a bigger communications budget, or slash the one you already have. But don’t worry—this is one measurement challenge you won’t lose sleep over.

    In this measurement workshop we’ll cover:

    • The role of human expertise in converting metrics into insights that help a business grow
    • How to put business goals first before worrying about measurement
    • How to negotiate and confirm expectations of PR with the C-suite
  6. 11:45 am - 12:55 am


  7. 12:55 pm - 1:40 pm

    Brand Storytelling Strategies That Will Help Journalists Get the Sensational Clicks They Need

    You’ll get real-world case-study examples and executive-level how-to’s that will show you what true media relations success looks like when working with data-driven journalists. You think you’re under pressure to use data to prove your value as a PR pro? Consider the plight of journalists, who work in a shrinking industry that demands the every headline has a sensational aspect to it.

    Media relations pros will show you how they:

    • Tell brand stories that can translate into “elevated” news stories for journalists
    • Found ways to make seemingly mundane stories come across as groundbreaking
    • Transformed themselves into business analysts and serve as real resources for reporters
    • Make the most out of their Twitter lists of journalists
  8. 1:40 pm - 3:00 pm

    Interactive Clinic: How to Manage an Escalating Crisis in Real Time

    Work in small groups with your fellow PR Summit attendees as you immerse yourself in a mock crisis that threatens the reputation of an organization. Our crisis management trainers will define the crisis and begin their stopwatch—then it will be your team’s job to create a strategy that will measure the impact of the developing crisis in real time and point the way toward an appropriate response. Team leaders will share their strategies with all attendees, and our workshop leaders will analyze the results to create a set of best practices.

    You’ll learn:

    • How to best use social media in a crisis
    • How to prevent or deter issues from escalating into a crisis
    • How to identify a crisis, how to evaluate emerging situations and what to do in the first 24 hours
    • How to engage company employees as well as friends, fans and followers in the crisis communication effort
    • Paul Lopez

      Paul Lopez

      Vice President of Communications
      National Association of Home Builders
  9. 3:00 pm - 3:20 pm

    Networking Break

  10. 3:20 pm - 4:00 pm

    Congratulations! You’re a Genius at Engaging Audiences on Social. Now, What Should You Do With All That User-Generated Content?

    We’ll look at case study examples broken down by platform (Facebook, Instagram, Twitter, YouTube) of how communicators have taken their content successes on social media and integrated the resulting user-generated content into their communications efforts.

  11. 5:00 pm - 6:00 pm

    On-Site Networking Activities

    Wrap up Day 1 of the DigiComm Summit with a relaxing yoga session or delicious wine tasting!

  1. 7:00 am

    Sunrise Walk on the Beach

  2. 8:00 am - 8:25 am

    Breakfast and Conversation

  3. 8:30 am - 9:50 am

    Workshop: How to Choose the Right Social Media Platform—and Prove That You Made the Right Choice

    PR pros have so many different social media channels to choose from—Facebook, Twitter, LinkedIn, Snapchat, Instagram, Pinterest, YouTube et al—each with their own nuances and distinct demographics. But given limited budget and resources, it’s crucial to focus your attention on just the right path—and then illustrate the ROI of your efforts.

    In this two-part session, we’ll start by offering real-world case studies of the most effective kinds of messaging for each platform. Then our trainers will demonstrate their takeaways with a fun interactive workshop that splits the audience into teams tasked with deciding which channel is right for different types of organizations, situations and content.

    You’ll learn how to:

    • Find key demographic info for each platform via native analytic tools
    • Craft different kinds of visual content that resonates on each platform
    • Emulate successful tactics employed by the profession’s best
  4. 9:50 am - 10:45 am

    Brand Storyteller Showdown: A PR News Game Show

    When you register to attend the DigiComm Summit you’ll receive information about a fictitious brand. To compete in this game show, you’ll need to submit your idea for an integrated communications campaign. We’ll select the three most promising campaigns and the finalist will pitch their campaign to the brand’s C-suite (real execs, fake brand). The winner will receive _______.

  5. 10:45 am - 11:05 am

    Networking Break

  6. 11:05 am - 11:55 am

    How Machine Learning Will Transform Communications—and Your Job

    Communicators grapple with a mountain of data when tracking and reporting share of voice, media coverage and social media engagement. And when it comes to social customer care, answering questions in real-time requires heavy resources. But as artificial intelligence advances, these tasks are increasingly being automated. In this moderated discussion, our panel of PR futurists and cutting-edge communicators will answer your questions and discuss how machine learning is already transforming traditionally manual communications practices, while offering a glimpse of where AI is heading in the not-too-distant future.

  7. 11:55 am - 1:00 pm

    Lunch & Keynote Presentation: Finding Micro Influencers for Maximum Effect

    Got a spare $50,000 laying around to pay a Kardashian? Didn’t think so. Increasingly, communicators are identifying micro-influencers by mapping the electronic relationships between media movers and shakers and the key strategic decision-makers they want to reach. In this keynote, we’ll look at how to identify and forge meaningful relationships with these under-the-radar influencers, and ultimately, how to put your message right where it matters the most.

  8. 1:00 pm - 1:45 pm

    Dynamic Dashboards: How to Build a Real-Time PR Measurement Center

    PR pros need a command center to get their arms around the ever-changing sea of sentiment online. Here, our senior measurement trainers will show you how to zero-in on the most impactful KPIs, as well as how to find the best tools for building your dashboard from scratch. You’ll learn how to master Google Analytics (via a live demo) to get a handle on what’s happening with your communications programs in real time, and ultimately, how to demonstrate the impact your efforts have on the bottom line.

    You’ll learn how to:

    • Translate real-time data and analytics into actionable initiatives
    • Get a handle on your brand’s reputation on all of the major social channels
    • Use social listening tactics as an early crisis warning system
  9. 1:45 pm - 2:20 pm

    Short-form, Big Impact: Crafting Quick-Hit Videos That Leave an Impression

    As attention spans shrink, the fight for relevance online has never been fiercer. The 60-second video is becoming less effective as brands instead embrace the quick-hit tactics of a 10-second (or less) clip. Engagement rates are much higher the shorter the video, but this compressed timeframe presents a new challenge for communicators: How can you make a deep impression in the blink of an eye? This case-study solo session will illustrate the emotional language of visual storytelling and show you that less really can be more.

    In this panel, you’ll learn:

    • Which social media platforms are best suited for your target demographic
    • The visual storytelling elements that immediately connect
    • How to entertain and inform without sacrificing brand awareness
  10. 2:20 pm - 2:40 pm

    Networking Break

  11. 2:40 pm - 3:25 pm

    Grow Your Own: 5 Ways to Extend Organic Reach in a Pay-to-Play World

    The death of organic reach has been greatly exaggerated. And with plenty of tactics to drive eyeballs to your message without spending a dime, you can leave competitors in the dust as they shift more resources into paid social. In this session, our experts will share their secrets of organic success and answer any questions you have about how to earn more positive media.

    You’ll learn how to:

    • Craft highly shareable content with appeal beyond your target audience
    • Develop a cross-platform strategy and distribution process
    • Produce targeted crowdsourced content that engages a community
  12. 3:25 pm - 4:00 pm

    What’s Next: 8 Trends That Will Define PR in 2018

    Change is the only constant in public relations and as the rate of innovative continues to speed up, it’s getting more difficult to anticipate what’s around the corner. From the storytelling possibilities of virtual and augmented reality and 360 video to the growing application of artificial intelligence, the not-too-distant future promises a dizzying array of new tools for communicators. In this moderated Q&A session, panelists will demystify the technological trends that will shape 2018 and beyond.

    • Adrianna Hosford

      Adrianna Hosford

      Senior Vice President
  13. 3:25 pm - 4:00 pm

    What’s Next: 8 Trends That Will Define Communications in 2018

    Change is the only constant in communications and as the rate of innovative continues to speed up, it’s getting more difficult to anticipate what’s around the corner. From the storytelling possibilities of virtual and augmented reality and 360 video to the growing application of artificial intelligence, the not-too-distant future promises a dizzying array of new tools for communicators. In this moderated Q&A session, panelists will demystify the technological trends that will shape 2018 and beyond.

  14. 4:00 pm

    Raffle Giveaways and Closing Remarks

  • Paul Lopez

    Vice President of Communications
    National Association of Home Builders
  • Ben White

    Senior Vice President
  • Adrianna Hosford

    Senior Vice President


Meet New Friends, while Connecting with Colleagues from Past PR News Conferences!

The DigiComm Summit will provide excellent networking opportunities. Beyond the sessions on every facet of digital communications, you’ll also make long-lasting connections with other like-minded professionals during the several scheduled networking breaks throughout the two days.

Networking Opportunities Include:

  • Yoga 
  • Wine Tasting
  • 2 Networking Breakfasts
  • 2 Networking Lunches
  • 4 Networking Breaks
  • 3 Team Exercises with Peers
  • An Opening Night Reception!
Networking at the Big 4 Conference
Networking at Big 4 Conference
Networking at the Big 4 Conference

Who Should Attend

As a digital communications or marketing professional, you know that you and your team need to step outside of your workplace, connect with peers and learn from the best to keep growing your skills—for your brand, and for your career. The DigiComm Summit will allow you to do just that.

If you spend at least a quarter of your time in any of these areas, you should attend PR News' Big 4 Social Media Conference and Google for Communicators Boot Camp:

  • Business Development
  • Communications
  • Community Relations
  • Content Creation
  • Content Marketing
  • Crisis Management
  • Digital PR
  • External Communications
  • Internal Communications
  • Lead Generation
  • Marketing
  • Marketing Communications
  • Measurement
  • Media Relations
  • Public Affairs/Issues Management
  • Public Relations
  • Research and Analytics
  • SEO
  • Social Media
  • Video

Attendee Bonuses

When you attend a PR News Conference we go the extra step to provide you with meaningful takeaways from our sessions. 

BONUS RESOURCE: A Facebook Live Production Guide

BONUS RESOURCE: Getting Buy-In for Paid Social Media

BONUS RESOURCE:  A Sample Influencer Collaboration Agreement

BONUS RESOURCE: The YouTube Creator Playbook for Brands 

BONUS TIP SHEET: Practical Instagram Engagement Techniques

You'll take away practical knowledge on how to:

  • How to use Facebook Live to broadcast your brand’s most compelling stories
  • How to develop a Snapchat presence
  • Creative ways to use Instagram’s direct messaging feature
  • How to use Twitter’s native analytic tool to get a better read on your brand’s image
  • The most effective metrics to help make the business case for social
  • Optimize your content for voice search
  • Target key phrases that are likely to be searched by voice
  • Prepare for conversational search queries
  • Determine the questions your audience asks and cater content around those questions
  • Produce a voice SEO strategy across several search engines

Hotel Block

Hyatt Regency – Huntington Beach Resort and Spa

21500 Pacific Coast Highway
Huntington Beach, CA 92648

Contemporary, Spanish-style architecture sets the scene for a memorable retreat at our oceanfront Huntington Beach hotel. Wake to shimmering views of the Pacific Ocean from your private balcony and fill your day with adventure, from surfing lessons to nearby Orange County arts and entertainment. Pamper yourself with a relaxing treatment at Pacific Waters Spa or sip and savor in the sun at the lagoon-style pool.

Book Your Room at the Venue: We have a discounted room block rate of $275/night from the dates of February 21 through February 24. This rate ENDS February 5, 2018. 


Individual Pass

  • Early Bird Rate

    Valid until
    January 05, 2018
  • VIP Rate

    Valid until
    February 01, 2018
  • Regular Rate

    Valid until
    February 22, 2018

This pass includes access to:

– The two-day DigiComm Summit 
– All meals and networking opportunities
– Executive Summary by PR News Staff 
– Bonus Tip Sheets and Checklists

Two is Better Than One: Groups save an extra $100 when they send two or more people.

PR News Subscribers Save More: PR News subscribers save 15% on the DigiComm Summit and all PR News events. 



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.

What is the DigiComm Summit?

The DigiComm Summit is a two-day conference where you’ll become immersed in real-world, tactical case studies detailing storytelling, social media influenceres and micro influencers, video, crisis management, social media analytics, SEO, paid social, integrated communications and so much more. We also give you plenty of opportunities to connect with other participants through scheduled networking breaks, off-site activities and an opening reception to kick it all offf!

Does PR News have a hotel room block?

Yes, we have arranged a room block at the Hyatt Regency San Francisco for $329/night. More details to come! 

How can I become a sponsor?

A variety of event sponsorship opportunities are available for these industry-known events. Please contact Business Development Director Rich Hauptner at 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

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;

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 and 4 credits towards your PR News Certificate in Social Media.

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; 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 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

I have a question about the DigiComm Summit that I did not find here. What should I do?

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


Don't take our word for it. See why hundreds of your peers have attended PR News conferences!

This was a great event. Not only were the speakers knowledgeable and engaging, but the attendees were awesome. And networking was great! Communications Manager, CIGNA

Great conference, speakers and venue! Loved the clean, candid approach of all speakers towards the challenging environment of social media. External Relations, US Operations and Marketing North America, Procter & Gamble

The ability to download PDFs of the presentations is awesome. It will be great to share with colleagues who were unable to attend. Associate Vice President, Finn Partners


At the DigiComm 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.


  • Your logo on all marketing and event materials
  • 2 complimentary registration passes for your staff
  • Full-page ad in the attendee workbook
  • "5 Things You Didn't Know" list about your company included in the attendee workbook and event website
  • Booth to display your sponsorship materials in a high foot traffic area
  • Trackable VIP discount code to send to your clients and colleagues to attend the conference
  • Speaking opportunity for your executive
  • Opportunity to present research from your organization
  • Provision of the attendee list with full contact information
  • Face time during the event where you'll have the chance to raffle off an item
  • Networking opportunities with attendees
  • Shout-outs on social media and on stage at the event

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 Rich Hauptner at or 203-899-8460

Why Sponsor the DigiComm Summit?

  • Reach decision-makers and buyers who know the importance of having the right products and services for their social media efforts
  • Save on travel costs and meet with your current customers and potential new clients in one trip
  • Increase brand awareness to parties involved in social media, marketing, tech, PR and communications
  • Launch a new product or service to decision-makers in the social media community



For questions related to event registrations, please contact:

Jessica Placencia
Marketing Manager
PR News


If you would like to sponsor this event, please contact:

Rich Hauptner
Director of Business Development
PR News


For information on programming and speakers, please contact:

Steve Goldstein
Editorial Director
PR News