Learn how to drive your communications efforts with Google's most powerful tools and technology.
At PR News’ Boot Camp on Nov. 17 from 8:30 a.m. to 3:30 p.m. in New York City, attendees will get tips and case studies on how to use Google’s technology to meet their communications goals—and then go far beyond them.
To get your messages across the digital universe you must navigate Google and all it represents. Rather than leave it to chance that your PR and marketing messages are reaching their intended audience over your competitors’, attend PR News’ Google for Communicators Boot Camp and learn how to make Google’s vast and growing suite of tools and applications work for you.
Google is your brand’s digital gateway to the world. It can provide you with a communications toolkit that can raise your brand’s profile, engage with customers in numerous ways and help you measure your communications efforts to track the progress of your strategy.
The day before the Boot Camp, PR News is hosting a half-day PR Measurement workshop. Discounted two-day packages are available.
Speakers
Agenda-at-a-Glance
Google for Communicators Boot Camp Detailed Agenda
8:30 a.m. – 8:55 a.m.
Registration and Networking Breakfast
8:55 a.m. – 9:00 a.m.
Opening Remarks
9:00 a.m. – 10:00 a.m.
How Brand Communicators Are Using Google Analytics to Get the Data They Need
Without using data gathered from measurement, it’s nearly impossible to understand the true impact of your content or prove the value of PR to clients and the C-suite. Google Analytics is an essential measurement tool that can provide invaluable insight into your digital communications efforts. This session will provide an overview of the possibilities Google Analytics opens up for brands, then take that knowledge and show how PR pros can customize the platform to fit specific measurement goals.
You’ll learn how to:
- Understand the basics of Google Analytics so that you can move on to more complex measurement
- Use Google’s new Data Studio and Optimize to crate visually appealing and informative measurement reports
- Identify and integrate KPIs into your measurement strategy
- Use Google Analytics to locate what content drives traffic and why
- Build a measurement strategy that takes into account previously defined metrics, goals, objectives and targets
- Track customer behavior to inform overall strategies
Speakers
10:00 a.m. – 11:00 a.m.
SEO Tactics for Right-Brained PR Pros and Marketers
Search engine optimization might be anathema to the creative types who flock to the discipline of public relations. But having an effective SEO strategy isn’t only necessary in today’s digital-first world, it’s an opportunity for communicators to think about their creative work in a new light. This session will explore the ins and outs of search engine optimization and the various factors that must be taken into account to raise your brand’s profile in Google’s search results. You’ll also learn what kind of content Google’s constantly evolving search algorithm favors and how to find and properly use the right keywords.
You’ll learn how to:
- Understand Google’s latest SEO ranking factors
- Develop in-depth and relevant content that that will appear on the first page of search results
- Research and deploy keywords to increase brand exposure
- Leverage the value of long-tail SEO to target the right audiences
- Use free and relatively inexpensive tools to analyze your overall site performance and see which search terms are in striking distance for your brand
Speakers
11:00 a.m. – 11:15 a.m.
Networking Break
11:15 a.m. – noon
Case Studies: Successful SEO Initiatives Led by Communicators
In this session, experienced communications professionals will give attendees a behind-the-scenes look at what it takes to develop and implement a successful SEO strategy. We’ll look at how organizations took the best practices discussed in the previous session and turned them into actionable programs.
You’ll learn how to:
- Launch an SEO campaign that adheres to Google’s most up-to-date algorithm changes
- Develop a measurement framework to analyze SEO strategies before, during and after a campaign
- Turn your brand into a trusted source of information that Google puts in the top three search results
Speakers
Noon – 1 p.m.
Networking Lunch
1:00 p.m. – 2:15 p.m.
How to Make Your YouTube Channel a Brand-Building Powerhouse
YouTube is the second largest social media network. It’s time to start treating it like one instead of using Google’s video platform as merely storage space. With more than a billion monthly active users—only Facebook has more—YouTube has the potential to be an important destination for brand fans and interested consumers. We’ll look at how PR pros have built highly engaged communities on the platform while using YouTube’s powerful analytics offering.
You’ll learn how to:
- Develop and cross-promote content with YouTube
- Use YouTube as a launching pad for content across the social space
- Make sure videos are optimized for search to ensure the widest possible reach
- Understand YouTube Analytics and use it to inform your content strategy
- Develop a content strategy that engages and maintains a YouTube audience
Speakers
2:15 p.m. – 2:30 p.m.
Networking Break
2:30 p.m. – 3:30 p.m.
Use Google AdWords to Put Your Brand in Front of the Right Audiences
Google is one of the most influential advertising options available to communicators. Its flexibility and specificity allows ad campaigns to be tailored in a way that targets specific audiences. Attendees will get instruction on how to use this powerful tool and tailor individual ads to a brand’s specific needs.
You’ll learn how to:
- Create an AdWords campaign that’s not only right for your brand, but appealing to your audience
- Develop ad content that will generate clicks and conversions
- Measure your ad’s performance and use this data to inform and advance your campaigns
- Develop an ad campaign that steers users to key locations on your site
Speakers
3:30 p.m.
Closing Remarks
Pricing
Online: Fast and Easy!
Phone: Call or email Jessica Placencia at [email protected] or 301-354-1641
These rates apply to agencies and corporations only. Nonprofits/Associations, PR News Subscribers and Vendors can click here for registration options and pricing. Group pricing is for two or more individuals. Independent Practitioners can also call or email Jessica about a special rate. PR News does not offer refunds as all sales are final. You are able to get full credit toward a future event or replace a current attendee with a colleague. Contact Account Executive, Lindsay Silverberg at [email protected] or 301-354-1716 for sponsorship details.
Testimonials
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
I learned more in one day than I’ve learned all year!
Director, New Media, American Heart Association
I was 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 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
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.
Valuable, inspirational and practical content; lots of takeaways for action.
Communications Director, Monterey Bay Aquarium
It was a fantastic event, and many of the strategies delivered today will inform our company’s social media policies moving forward.
Online News Producer, Education Week
Amazing speakers. Relevant Case Studies. I went back to the office literally with a fire hose of apps to investigate. Also, great ideas for companies with low budgets.
Sr. Director of Corporate Marketing and Communications, MTN
Location
The Yale Club, New York City
50 Vanderbilt Ave, New York, NY 10017
Book a Nearby Hotel
Sponsors
For information on sponsoring this event, contact Lindsay Silverberg at [email protected].
What You'll Learn
- Google tools available to PR professionals
- SEO strategies to ensure your content always appears in Google’s top three search results
- Google Analytics—and it’s new Data Studio—to create and share analytics reports across your organization
- Making YouTube a measureable launchpad for video content
- How to use Google AdWords to put relevant and useful content in front of the right audiences
- Creating SEO-friendly and informative content that makes user experience a priority
- Tracking digital communications efforts from start to finish with Google Analytics
Who Should Attend
If you spend at least a quarter of your time in any of these areas, you should attend this Conference:
- Audience Development
- Brand Marketing
- Business Development
- Community Relations
- Communications Academic Faculty
- Corporate Communications
- Crisis Management
- Digital and Social Media
- Employee Communications
- Fundraising
- Human Resources
- Information Technology
- Lead Generation
- Marketing
- Marketing Communications
- Measurement
- Media Relations
- PR Budget Creation/Management
- Public Relations
- Public Affairs/Issues Management
- Publicity
- Research & Analysis
- SEM/SEO Management
- Social Media
- Video Production
- Web Marketing
- Word of Mouth Marketing