PR News’ Digital PR Conference Feb. 5 in San Francisco


PR News' Digital PR Summit, February 5, 2014, at the Westin San Francisco Market Street, will give you the digital communications edge within your organization and new skills you'll need to remain a communications leader in the years to come. Sign Up Now.

You'll get real-world case studies and how-to's on finding influencers and connecting with journalists and bloggers on social channels; telling your brand's story visually on Pinterest, Instagram and Vine; using Twitter to manage a crisis; tapping into the power of content marketing; uncovering Facebook's "secrets" of audience engagement; breaking down silos to create a truly integrated communications team; measuring the effectiveness of your programs; and more.

We look forward to seeing you in San Francisco on February 5 at PR News' Digital PR Summit—and we hope you'll also join us on February 4 at PR News' Writing Boot Camp, which will also be held at the Westin San Francisco Market Street.


  • Rachael Horwitz, Senior Manager of Communications, Twitter
  • Gary Wicks, Director of Digital Strategy, Boeing Commercial Airplanes
  • Adrenna Alkhas, Marketing and Communication Director, Stanislaus County Fair
  • Emily Buchanan, Senior Principal and Chair of Social Engagement and Brand Marketing, Carmichael Lynch Spong
  • Louise Callagy, Vice President of Marketing and Communications, Net Power & Light
  • Audie Chamberlain, Director of Social Media Marketing,
  • Jessica Henry, Director of Marketing and Public Relations, Not For Sale
  • Jake Katz, Vice President of Audience Insights & Strategy, Revolt
  • Scott Kegley, Senior Manager of Digital & Social Media, San Francisco 49ers
  • Stephanie Losee, Managing Editor of Global Communications, Dell
  • Monte Lutz, Global Head of PR, Activision
  • Michelle Mastrobattista, Director of Digital Communication, Solomon McCown & Company
  • Jennifer Mesenbrink, Senior Manager of Digital and Social Content Strategy, Motorola Solutions
  • Ken Peterson, Communications Director, Monterey Bay Aquarium
  • Jonathan Rick, President, Jonathan Rick Group
  • Amanda Sheldon, Director of Digital Marketing and Communication, Medtronic
  • Eric Stark, Digital Media Strategist, San Francisco 49ers

  • Chris Thomas, Director of Digital Strategies, Sierra Club
  • Jason Vasquez, Assistant Vice President of Consumer Lending Communications, Wells Fargo
  • John Yembrick, Social Media Manager, NASA


8:00– 8:40 a.m. Registration & Networking Breakfast
8:40– 8:45 a.m. Opening Remarks
8:45 – 9:15 a.m. The Wake-Up Call: The New Social Landscape—and Your Role in It
9:15 – 9:45 a.m. Social Media ROI Essentials
9:45 – 10:30 a.m. How to Really Use Facebook for Your PR Efforts
10:30 – 10:45 a.m. Networking Break
10:45 – 11:30 a.m. Must-Know Twitter Engagement Tactics
11:30 a.m. – 12:00 p.m. 4 People on Chairs Talking About Social Media
12:10 – 1:20 p.m. Networking Lunch and Keynote Presentation: Communicating With Millennials
1:15 – 1:30 p.m. Networking Break
1:30 – 2:15 p.m. Content Marketing Clinic: Communicators' Role in Content Creation
2:20 – 3:20 p.m. Speed Networking Break
3:30 – 4:00 p.m. How to Use Instagram, Pinterest and Vine for Visual Storytelling
4:00 – 4:30 p.m. It's Your Business: Talent and Resources for Digital PR Success
4:30 – 4:45 p.m. The Final Say: Key Takeaways from Today

What We'll Cover:

8:45 - 9:15 a.m. - The Wake-Up Call: The New Social Landscape—and Your Role in It

This morning wake-up call will lay the groundwork for the rest of the Digital PR Summit and will provide a statistical overview of usage patterns for prominent and emerging social networks. You'll also learn how PR pros' natural skill sets make them uniquely qualified to lead the way on social—and which skill sets they need to develop to take advantage of the evolution of existing and developing platforms.

The Wake-Up Call will include:

  • Statistics on the reach of leading and emerging social networks
  • Demographic research showing time spent on social networking
  • Data showing the growth of second-screen viewing
  • Insight into which skills are most needed by PR agencies and in-house teams looking for social media strategists
Lutz_MonteMonte Lutz
Global Head of PR
Wicks_GaryGary Wicks
Director, Digital Strategy
Boeing Commercial Airplanes

9:15 - 9:45 a.m. - Social Media ROI Essentials

Learn how to set goals and measurable objectives for your social media programs, focus on the impact of social media instead of on vanity metrics and develop ROI models that will help you get your budgets approved.

You'll learn how to:

  • Establish clear expectations from senior leaders of your organization's social media programs
  • Develop social media outcomes that you can actually reach
  • Establish key performance indicators (KPIs) that align with business goals
  • Use the jargon of senior leaders in your social media scorecards
  • Create and use dashboards to monitor PR performance metrics

Bonus Report: "3 O's of Metrics: Outputs, Outtakes & Outcomes"

Callagy_LouiseLouise Callagy
VP, Marketing & Communications
Net Power & Light
Rick_JonathanJonathan Rick
Jonathan Rick Group

9:45 - 10:30 a.m. - How to Really Use Facebook for Your PR Efforts

Your brand should not be on Facebook just for the sake of being on Facebook. There's limitless opportunity to build brand awareness and expand a customer base on Facebook, but first you must develop a communications program that is designed to accomplish something definitive. This session will show you how to develop a daily strategy for Facebook and keep pace with updates to the network's news feed algorithm, work with marketing and other stakeholders and more.

You'll learn how to:

  • Create content that generates maximum engagement and appears in your target audience's news feed at high-impact times
  • Engage the superfans who are most likely to drive engagement with your Facebook page
  • Share more visual content—both still images and video
  • Use Facebook Insights and other measurement tools to determine the reach, virality and overall impact of your posts
  • Leverage Facebook's paid products (advertising)
  • Manage a crisis on Facebook

Bonus Report: "How to Respond to Customer Service Comments on Facebook"

Matrobattista_MichelleMichelle Mastrobattista
Director, Digital Communication
Solomon McCown & Company
SONY DSCJason Vasquez
Assistant VP, Consumer Lending Communications
Wells Fargo
Sheldon_AmandaAmanda Sheldon
Director of Digital Marketing and Communication
@MDT_Diabetes | @ams9

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

10:45 - 11:30 a.m. - Must-Know Twitter Engagement Tactics

Find out what works best right now at generating new followers on Twitter and keeping them engaged. You'll learn how to identify keywords or topics that make sense for your brand, how not to overdo the use of hashtags, engage with your followers organically without resorting to a blatant marketing objective and find the right balance between organic content and targeted, promotional tweets.

You'll learn how to:

  • Research and use hashtags that connect your organization with your audience
  • Craft tweets that are more likely to be retweeted and build site traffic
  • Distribute rich messages with expandable tweets
  • Manage a crisis on Twitter
  • Measure the effectiveness of your messaging on Twitter
  • Find and create brand ambassadors on Twitter

Bonus Checklist: "5 Tips for Using Twitter's Promoted Products"

Chamberlain_Audie replacement 111913Audie Chamberlain
Director of Social Media Marketing
Horwitz_RachaelRachael Horwitz
Senior Manager of Communications

11:30 a.m. - 12:00 p.m. - 4 People on Chairs Talking About Social Media

If you spend your days engaging on social media channels on behalf of your brand or clients, you no doubt wonder if your experiences fall in line with those of other social strategists. One thing is for sure—you know you have a lot to learn from your peers, and vice versa. In this fast-paced session, we're going to put four "social workers" in chairs and feed them nonstop questions find out what their days are really like, and get them to share their innermost social media habits and crisis preparedness tips.

Mesenbrink_JenniferJennifer Mesenbrink
Senior Manager of Digital and Social Content Strategy
Motorola Solutions
Alkhas_AdrennaAdrenna Alkhas
Marketing and Communication Director
Stanislaus County Fair
@abapr | @stancofair
Kegley_ScottScott Kegley
Senior Manager of Digital & Social Media
San Francisco 49ers
@49ers | @ScottKegley
Stark_EricEric Stark
Digital Media Strategist
San Francisco 49ers

12:10 - 1:20 p.m. - Networking Lunch & Keynote Presentation: Communicating with Millennials

Millennials not only consume and engage with content differently from other generations, they are driving changes in technology, which in turn affects the way all generations will be communicating. Jake Katz of Revolt TV has been a veteran—if that's the right word—consultant to brands on how the Millennial generation will shape their future, and in his keynote address he'll give you the lowdown on this essential demographic.

Katz_JakeJake Katz
Vice President of Audience Insights & Strategy

1:15 - 1:30 p.m. - Networking Break

1:30 - 2:15 p.m. - Content Marketing Clinic: Communicators' Role in Content Creation

In this interactive session, our content marketing clinic leaders will put you to work and ask you to determine the existing content, sources of content and potential content partners already available to you to help you formulate an effective content strategy—on the spot. You'll also get tips on finding new sources of content within your organization at all times and keeping your brand in the news when there is no news.

You'll learn how to:

  • Use search, listening, social and other inputs to determine content areas that are both of interest to your audience and authentic to your brand
  • Use your editorial savvy as a communications pro to customize content type and tone to relate to a wide range of audiences
  • Create cross-functional teams to focus on making your content work hard for you
  • Use data to develop monthly impact results and make strategic recommendations
  • Forge content partnerships
  • Make current news relevant to your brand

Bonus Checklist: "5 Keys to Making Your Business a Content Powerhouse"

Ken Peterson, Communications Director at the Monterey Bay Aquarium.Ken Peterson
Communications Director
Monterey Bay Aquarium
Losee_StephanieStephanie Loose
Managing Editor, Dell Global Communications

2:20 - 3:20 p.m. - Speed Networking Break

3:30 - 4:00 p.m. - How to Use Instagram, Pinterest and Vine for Visual Storytelling

You don't have to manage PR for a fashion, food or media brand to leverage the power of still and video images. Our visual storytelling experts will show b2b, nonprofit and b2c brands how they can make the leap to visual storytelling with Instagram (both still images and video), Pinterest and Twitter's Vine app. Learn how to mine your existing visual content and create new content (affordably); determine how to use those images to tell a brand's story across social channels; apply storytelling principles to the use of still images; get started using Facebook's video on Instagram service; and launch visual stories that motivate audiences to participate and share their own images.

You'll learn:

  • Spot opportunities within your organization for visual storytelling
  • Craft creative and shareworthy Vine videos
  • Be inspirational on Pinterest and drive pinners back to your brand pages
  • How to activate employees to amplify and interact with content consistently
  • Use storytelling concepts in the creation of your boards on Pinterest
  • Leverage Facebook's Instagram video service
  • Showcase your brand's history and story on Instagram
  • Create short, specific campaigns on Instagram
  • Bonus Checklist: 7 Steps to Getting Started on—and Using—Vine
Yembrick_JohnJohn Yembrick
Social Media Manager
@NASA | @NASASocial
Jessica Henry
Director of Marketing and Public Relations
Not For Sale

4:00 - 4:30 p.m. - It's Your Business: Talent and Resources for Digital PR Success

In this fast-paced session we'll show you some of the best free and paid social media monitoring tools to help you identify key influencers in your market, and how top digital teams are pairing the right tools with the right talent and skill sets. You'll also get insight into new roles and job titles for PR practitioners and how to build a digital dream team.

You'll learn:

  • What tools to consider to monitor online conversations about your brand on social channels
  • How to track negative comments and anticipate a crisis
  • What new roles are opening up for PR professionals in the digital realm, and the job titles associated with those roles
  • What kinds of salaries and compensation packages are being offered to PR pros moving into these new roles
Buchanan_EmilyEmily Buchanan
Senior Principal, Chair of Social Engagement and Brand Marketing
Carmichael Lynch Spong

Thomas_ChrisChris Thomas
Director of Digital Strategies
Sierra Club

4:30 - 4:45 p.m. - The Final Say: Key Takeaways from Today

Hear from the day's trainers and your peers the highlights of the Digital PR Summit. You won't want to miss this closing session, your cheat sheet of digital tactics to implement when you get back to the office.


The PR News Writing Boot Camp will take place on February 4, a day prior to PR News' Digital PR Summit on February 5. Both events will be held at the Westin San Francisco on Market Street. When registering, you have the option to register for the Digital PR Summit only or add the PR News Writing Boot Camp to your registration.

Per Person Rate Regular Rate:
Conference Only $1095
Conference & Writing Boot Camp $1890
Group Rate Regular Rate:
Conference Only $1045
Conference & Writing Boot Camp $1790

The group rate is for two or more people. Register now and join us at the Westin San Francisco Market Street on February 5 and immerse yourself in the skills you need to compete and thrive as a PR practitioner!

Contact Jessica Placencia at or 301-354-1641.
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PR News Certificate in Social Media :

Also, you earn 8 points toward your PR News Certificate in Social Media. Get 32 points (Four PR News digital/social media conferences) and you'll become a PR News Digital PR Master!
The Certificate in Social Media is a program offered by PR News in response to a growing need by PR professionals like you to prove your worth and knowledge within your organization, among your peers and to your business partners. Being a digital leader today means constantly staying ahead of the curve and gaining the requisite knowledge and tools to execute smart and effective digital communications initiatives. By attending PR News' Digital PR/Social Media Conferences, you can do both.
Each PR News Digital PR/Social Media conference you attend will come with points toward your Certificate in Social Media. Once you attend four PR News conferences within a 24-month period, you will earn your Certificate and become a PR News Digital PR Master. This elite group of PR Professionals, PR News Digital PR Masters, will receive industry recognition as being one of the top Digital PR Pros. PR News will honor an annual class of Digital PR Masters at one of its signature events. It is the goal of PR News to provide this one-of-a-kind opportunity to our PR community while raising the bar on digital communications excellence and showcasing top talent in this key area of PR. [Back to the Top]

Sponsored by:

For information or questions contact Diane Schwartz, VP and Group Publisher, PR News at




Bonuses For Attending

  • Samples of Social Media Guidelines
  • 10 'Who' Questions to Ask in Social Media Crisis Planning
  • Tip Sheet: An 8-Step Process to Proving ROI for Your Social Program
  • Certificate of Attendance
  • Attendee Workbook
  • Attendee-Only Access to Speaker Presentations
  • Earn 8 points toward your PR News Certificate in Social Media

One lucky attendee will win a Surface Pro!

You'll Become an Expert In

  • Digital Communications
  • Visual Storytelling
  • Boosting Your Reach on Facebook
  • Media Relations Next Practices
  • Content Marketing
  • Using Twitter for Crisis Management
  • Measuring the Effectiveness of Your Social Media Programs

Sponsored by:

Interested in sponsoring the Digital PR Summit? Contact Diane Schwartz, VP and Group Publisher, PR News at

Conference Facilitators

Steve Goldstein
Editorial Director, Events
PR News
Diane Schwartz
SVP and Group Publisher
PR News



Conference Location:

The Westin San Francisco, Market Street
50 3rd Street
San Francisco, CA 94103

Please click here to book your room directly with the Westin.

Dress Code: Business Casual

If you'd like to register by phone or have questions regarding the program, please contact, Saun Sayamongkhun at; 301-354-1694.

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
  • Brand Marketing
  • Video Production
  • Marketing Communications
  • Employee Communications
  • PR Business Development
  • Human Resources
  • Public Affairs/Issues Management
  • Media Relations
  • Research
  • Analytics
  • Measurement

Letter to Attend

Justification Letter to Attend


This PR News Conference will help you discover and implement digital communications ideas that deliver results. 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. Do you need approval to attend this conference? Download the "Justification to Attend" letter—everything you need to present your business case.

Download Editable Word Doc


logo-ecdd6b37d86bd08a07341b47c0d0f4b0Some proceeds from this conference will go to The Future Project- whose mission is to turn high schools into Future Schools, where students develop the skills to pursue their dreams.
Some proceeds from this conference will go to Newtown's Memorial Fund - whose mission is to "provide for the immediate needs of the families of the 26 victims, those who were wounded but survived, the 12 children who were first-hand witnesses, and the others affected."


  • 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
  • My favorite speakers were Eliason, McCormick, Miller, Perkett and Roth. Great content; great presenters. – Media Relations Manager, ACT
  • 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
  • Great topics. Good variety. - President, Andrea Obston Marketing Communications
  • It was a fantastically event, and many of the strategies delivered today will inform our company's social media policies moving forward. – Online News Producer, Education Week
  • Very good, well organized. – Director eRecruitment & Social Media, Sun Life Financial
  • 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
  • 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. - Social Media Manager, Nautica
  • I learned more in one day than I've learned all year! -Director, New Media, American Heart Association
  • 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
  • Great information and speakers. -E-Marketing Specialist, Ruud Lighting, Inc.
  • Extremely helpful program and I learned a lot. -CEO, Alongi Media Solutions
  • Wonderful and insightful event in which I would like to have my entire team participate, including some clients. -Account Executive, Digital Brand Architects
  • 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.
  • Fantastic and inspiring! -Program Marketing Manager, Pacific Gas & Electric Company
  • Very helpful ideas that I will be able to use right away. Thanks! -Staff Services Manager, CalPERS
  • Great speakers. -General Manager, KXLY Radio Group