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From leveraging social media to building relationships with online influencers, PR News’ third annual Digital PR Next Practices Summit offers tactics and lessons learned in optimizing the digital platform to advance your PR efforts. This one-day summit brings together experts in digital communications to share new ideas and strategies on how to target your audience, launch a product and manage a crisis — all through digital communication. The PR News Digital PR Summit is designed to give you practical take-aways to help you maximize your PR and become a leader in the digital space.
Space is limited, so register yourself and your team today.
- Stephanie Agresta, EVP, Global Director of Digital Strategy and Social Media, Porter Novelli
- John Bell, Global Managing Director, 360 Digital Influence, Ogilvy
- Danielle Brigida, Digital Marketing Manager, National Wildlife Federation
- Johna Burke, Senior Vice President, BurrellesLuce
- Pete Codella, APR, CEO, Codella Marketing
- Sarah Evans, Owner, Sevans Strategy
- Laura Halsch, Digital Strategist, MWW Group
- Mary T. Henige, APR, Director, Social Media & Digital Communications, General Motors Company
- David Herrick, Executive Vice President, MWW Group
- Dallas Lawrence, Managing Director, Burson-Marsteller
- Tim Marklein, Executive VP, Measurement & Strategy, Weber Shandwick
- Nick Mendoza, Director of Digital Communications, Zeno Group
- Lee Mikles, CEO, The Archer Group
- Kellie Parker, Community Manager, SEGA of America
- Holly Potter, Vice President of Public Relations, Kaiser Permanente
- Gary Spangler, Corporate e-marketing, DuPont
- Doug Simon, President and CEO, DS Simon Productions
- Deirdre Sullivan, Vice President of Digital Strategy, MWW Group
- Heidi Sullivan, Vice President of Media Research, North America, Cision
- Sarah Tyre, Senior Vice President/Group Manager, Issues & Crisis Management, Ketchum
- Jason Winocour, Partner, Hunter Public Relations
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Registration and Breakfast
Creating the Digital PR Dream Team
You need to use the Web for PR outreach, communicate with influencers via social media and measure your online communications, but is your team capable of delivering your digital initiatives? In this idea-packed session you will learn how to transform your existing team into a digital PR juggernaut, possessing the know-how to support communication initiatives across all digital platforms.
You will learn how to:
- Train staff across all digital PR platforms including social media, video, blogs, broadcast and mobile applications
- Determine the optimal combination of people and resources - including time spent on social media vs. Web site vs. blogs
- Where to find the best digital leaders
- Mold and motivate a team that understands the power of social media and knows how to leverage it for your PR
Plus, we'll share organization charts from companies in which their digital staffing strategy is working.
Speakers:
The Next Generation of Social Media Tools: What You Need to Know Now
As a leading communicator, it's critical to be ahead of the curve when it comes to the multitude of social media tools. This interactive session gives you the lowdown on the most innovative tools and how you can use them - or at least be knowledgeable about them so you can cross them off your digital PR strategy list. Learn how channels such as Foursquare, Brightkite and Posterous can be used to engage customers, raise brand awareness and respond to a crisis. Get ready for a fast paced, horizon-expanding, interactive social networking experience that will make you the go-to social media expert for your organization.
Tools covered will include, but are not limited to:
- Amplify
- Brightkite
- Foursquare
- Gowalla
- Hi5
- Jaiku
- Streetmavens
- Shoutem
- Radar
- Ping.fm
- Plancast
- Posterous
- Present.ly
- Statusnet
- Tubemogul
- Tumblr
- Yammper
- Yelp
- Youare
Speaker:
PS: What sites would you like to learn about? Participants are encouraged to submit requests for the platforms they would like to learn more about. Write in your suggestion on the registration form and we'll add the top 5 most requested sites to the session.
How to Measure ROI for Your Digital PR Efforts
In today's economy, proving PR's role in driving the bottom line for your organization is the surest route to obtaining buy-in from your C-suite and key stakeholders. Traditional measurement methods don't translate to social media and digital PR, presenting a new challenge for executives looking to tie PR to business objectives. This session shows you how to define measurement objectives, use Web and search analytics, and how to measure engagement.
You'll learn the best new measurement methods that integrate digital and social media outcomes including how to:
- Set digital PR goals and establish key performance indicators
- Integrate digital media measurement with traditional metrics
- Use Web analytics to measure media penetration online
- Conduct content analysis of online messages including retweets and Facebook "likes"
- Measure the results of your blog efforts
- Translate ROI results into the language of your senior management
Speakers:
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Danielle Brigida
Digital Marketing Manager
National Wildlife Federation
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Johna Burke
Senior Vice President
BurrellesLuce
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Tim Marklein
Executive VP, Measurement & Strategy
Weber Shandwick
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Quick Study: How Volkswagen Leveraged Mobile Gaming Applications for a Product Launch
When Volkswagen wanted to launch the GTI to a younger, tech-savvy audience, they debuted their campaign exclusively online to target their demographic. Volkswagen created a mobile application to raise awareness and generate buzz among their key influencers. The mobile platform product launch, executed with a savvy communications campaign, generated 3.7 million downloads and 255 million media impressions in only six weeks.
In this case study with Volkswagen you will learn how to:
- Leverage mobile applications to increase interest and help drive outcomes
- Execute a successful product launch via digital platforms
- Use the mobile platform and social media to drive awareness of your app
- Effectively measure progressive digital PR campaigns such as this Volkswagen launch against overall business goals
Speaker:
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Laura Halsch
Group Digital Strategist
MWW Group
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David Herrick
Executive Vice President
MWW Group
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Luncheon & Keynote Presentation
Network with your peers and make new connections during this luncheon, which will also feature a thought-provoking keynote presentation.
Keynote Address: Social Media - What's on the Horizon?
Organizations are beginning to understand the impact of social media tools like Facebook and Twitter, but they are not preparing for what's ahead.
Our distinguished speaker provides a look at what's on the horizon and provides her perspective on the following:
- What's on the social media horizon and how can it benefit PR?
- How will the digital landscape impact traditional PR plans?
- What is the next best thing and what can companies be doing now to prepare for what lies ahead?
Keynoter:
Cutting Through the Clutter: How to Identify and Engage the Right Influencers
Developing relationships with online influencers can be the key to getting your PR campaign noticed. But with a plethora of potential influencers - including customers, company critics, employees, traditional and digital media - how do you identify the right ones to champion your cause? In this session you'll learn tactics to identify key influencers, how to build relationships with them and how to leverage those relationships to advance word of mouth and viral PR.
Our panelists will discuss how to:
- Create a map to identify and organize key influencers
- Use keyword searches and tools such as Technorati and Delicious to identify bloggers and other industry influencers
- Search social media channels like Twitter and Facebook to find followers and fans actively engaged with your brand
- Build and maintain relationships with media, bloggers and other prominent influencers to get PR coverage
Speakers:
Smart Digital Tactics During a Crisis
Crafting a smart response to a crisis not only ensures an organization's survival (and your job security) - it can be a communication professional's badge of honor. Learn the rules of the road in how to respond quickly and transparently to your target audience and regain control of messaging by leveraging social media and the Web.
From using Twitter to managing customer service complaints to putting your CEO on YouTube, this session offers tactics for managing and mitigating a crisis including how to:
- Formulate an action plan to respond immediately following a crisis
- Recognize the difference between a full-blown crisis and a milder "problem"
- Know when to respond and when to back off when a crisis hits
- Identify the best mix of traditional and digital media outreach
- Determine how to respond to negative publicity online
- Leverage social media platforms including Facebook, Twitter and blogs to manage - and save - your reputation
- Use Twitter as a listening tool to monitor what's being said about you and your industry
- Determine which media and key influencers to reach out to during a crisis
- Communicate internally to control potential negative activity online among your employees
Speakers:
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John Bell
Global Managing Director
360 Digital Influence
Ogilvy
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Dallas Lawrence
Managing Director
Burson-Marsteller
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Gary Spangler
Corporate e-marketing
DuPont
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Sarah Tyre
Senior Vice President/Group Manager
Issues & Crisis Management
Ketchum
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How to Leverage Video for Your PR Efforts
Like social media and blogging, video is fast becoming a powerful tool to get your PR message across almost instantaneously. Whether you are creating a compelling corporate video or filming an impromptu interview with a Flip camera, leveraging video can improve your communications initiatives and help to meet your bottom line.
This session shows you how to leverage this often untapped resource and how to effectively tie video PR to your business goals. More specifically you'll learn how to:
- Create a valuable message for video
- Generate buzz and build relationships with the media
- Use platforms like YouTube to engage with existing and new audiences
- Accomplish video search optimization
- Leverage the Flip camera and its editing features for immediate on-site interviews
- Effectively track views to measure your PR efforts
- Prepare broadcast video for media relations and reputation management
- Identify which site is best for hosting your video
- Increase brand awareness through a viral PR campaign
- How to utilize broadcast TV for crisis response and reputation management
Speakers:
Commencement and Networking Reception
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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.
Group = Two or more from the same company. Group price is per person.
*The Platinum Awards Luncheon will take place on October 5, 2010, a day prior to the PR Digital Summit on October 6, 2010. Both events will be held at the Grand Hyatt, NYC.
| Proceeds from the Summit will go to One Laptop Per Child |
One Laptop per Child's mission is to create educational opportunities for the world's poorest children by providing each child with a rugged, low-cost, low-power, connected laptop with content and software designed for collaborative, joyful, self-empowered learning. When children have access to this type of tool they get engaged in their own education. They learn, share, create, and collaborate. They become connected to each other, to the world and to a brighter future.
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| Justification Letter to Attend: |
The PR News Digital PR Summit will help you discover and implement ideas that deliver results. It will train your mind 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 PDF/Download Word Doc.
| Certificate for Attending: |
What attendees had to say about PR News' on-site conferences:
- "This was one of the best conferences I've ever attended."
- Joy Robinson, Combe Inc.
- "This summit was excellent, with great content."
- Coordinator for Special Projects, Department of Public Information
- “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
- "I very much enjoyed the day - speakers were interesting and the conference was well worth the time."
- Director of Corporate Communications, MVP Health Care
- "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."
- Manager, Communications, International Trademark Association (INTA)
- "I met a lot of really interesting people."
- "I learned more in one day than I've learned all year!"
 Grand Hyatt New York - Ballroom Level
Park Avenue at Grand Central Terminal,
New York, NY, USA
Tel: 212-883-1234
Fax: 212-697-3772
Get Directions
Please call the hotel directly to reserve your room.
Additional Hotel Options (2 blocks from the Hyatt):
Questions?
If you'd like to register by phone or have questions regarding the program, please contact conference coordinator, Mary Lou French at mfrench@accessintel.com; 301-354-1851.
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, VP & Group Publisher, PR News at dschwartz@accessintel.com or 212-621-4964.
The PR News family of products 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.
Media Partner: 
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