PR News The Big 3 Conference April 18

The Digital PR Conference for Forward-Thinking Communicators

Thursday, April 18 | Grand Hyatt, NYC

Join us on April 18 in New York when we zero in on the Big 3 social media platforms: Facebook, Twitter and Pinterest. We’ll show you how you can make the most of your time and resources to unleash the power of these networks and take your digital PR efforts to new heights.The goal: To make you the Facebook, Twitter and Pinterest expert in your organization and take your brand to new heights.

Facebook and Twitter are the essential social networks for communicators seeking to actively take part in ongoing conversations about their brands, and Pinterest has captured the imagination and tapped into the creativity of millions of consumers. The power of Pinterest has also influenced Facebook and Twitter, which now offer visual options like Instagram and Vine.

Don't miss your opportunity to attend this information-packed day of interactive learning and networking. Join your fellow communicators in New York City and become part of the community of social media leaders.



7:45-8:30 a.m. - Registration & Networking Breakfast

8:30-8:45 a.m. - The Big Picture on the Big 3

In this opening session, you'll get the inside scoop on new business developments at Facebook, Twitter and Pinterest, and on how those new directions will transform the platforms and create new opportunities for communicators to engage their audiences.

Chris Vary
Executive Vice President, Digital Program Innovation
Weber Shandwick

8:45-9:15 a.m. - Must-Have Social Tools for Your PR Toolbox

There are some tools that all PR pros must have to manage their social media programs efficiently—and the good thing is not all of these tools have a price tag. Learn which social media dashboards are best at managing all of your social platforms and which activation platforms are best at enabling PR pros and marketers to motivate audience participation in polls, discussions, product trials and more. 
In this session you'll learn:

  • Which dashboards are best at managing all of your social accounts
  • When it makes sense to upgrade to a paid social media dashboard
  • How to use social dashboards in a crisis
  • How to determine which listening and measurement tools are right for your goals
  • How to use social activation platforms to engage social influencers in niche audiences
  • What you need to begin experimenting with Twitter's Vine video feature
Alex Cecala
Social Media Specialist
Adrianna Giuliani
SVP, Creative & Strategic Planner
Moderator: Sarah Shepard
Regional Vice President
Business Wire


9:15-10:00 a.m. - Pin for Success: How to Engage Your Audience with Pinterest 

Food, fashion and media brands have notably tapped into Pinterest's rapid growth and ability to drive sales, but brands of all kinds can leverage its power. This case-study-driven session will give you the soup-to-nuts story of how different brands found new and passionate audiences on Pinterest.
In this session you'll learn how to:

  • Repin from like-branded sites to increase reach
  • Encourage users to share their tastes/interests and experiences with your brand
  • Leverage your existing social platforms to build followers on Pinterest
  • Curate your brand's visual content for use on Pinterest
  • Find partners to boost your presence on Pinterest
  • Work with influencers and board contributors
  • Determine the optimal frequency for daily pinning and time expectations
  • Create an editorial plan for Pinterest
  • Leverage other brands' Pinterest content and audiences to get your message out if you lack your own visuals
  • Measure the success of your efforts on Pinterest
Natanya Anderson
Director of Social Media
Whole Foods Market

Erica Campbell Byrum
Director of Social Media

Kim Matlock
Senior Director, Digital and Customer Relationship Management
Hard Rock International


10:00 - 10:15 Networking Break

10:15 - 11:00 a.m. - Proven Twitter Tactics to Gain and Retain Followers

Refresh your Twitter engagement strategies by learning how consumer, b2b brands and nonprofits are successfully growing their legions of Twitter followers—and keeping the ones they already have. Our Twitter experts will share best practices you can put into practice immediately to grow your following—from tech tips like linking to your Twitter profile from your other social media accounts and smartly applying the use of hashtags, to content tips that will help you make the most of Twitter’s 140-character limit.
In this session, you'll learn how to:

  • Experiment with different kinds of tweets to learn which ones are likely to be retweeted and inspire engagement
  • Research keywords and hashtags to find followers who will engage with your brand
  • Find and comment on conversations related to your brand
  • Use direct messages with your followers to build brand trust and loyalty
  • Create goodwill by recognizing your new followers and brand advocates
  • Integrate Twitter with Web metrics and your overall content strategy
  • Use Twitter if your b2b brand is in a highly regulated industry
  • Empower associates to become brand advocates on Twitter
  • Leverage Twitter during a crisis to cement brand loyalty
Mindy Finn
Head of Strategic Partnerships
Twitter, Inc.
Rose Mary Moegling
Social Media Manager
Toshiba America Medical Systems
Richard Pesce
Senior Manager of Social Media and Digital Communications
Capital One
David Ringer
Director of Media Relations
The Audubon Society


11:00 - 11:45 a.m. - Facebook's Top Developments and Features for PR Pros   

Facebook’s drive to increase its revenue is good news for communicators—the social network is constantly refining and adding features, and in fact has just announced a series of apps that integrate Facebook with Android's operation system. Learn how to leverage Facebook’s latest free and paid developments for your organization, find out what’s new with Timeline and how to adapt it for mobile and tablets, refine your SEO strategy for Facebook’s News Feed algorithm, get the lowdown on Facebook’s latest privacy policies and how that affects your PR efforts and more.
You'll learn how to:

  • Use the latest apps to enhance your Timeline
  • Adapt your Timeline for mobile devices
  • Update your content strategy to align it with Facebook’s latest News Feed (EdgeRank) algorithm
  • Prepare your page for Facebook's Graph Search
  • Use Facebook's ad platform to extend the distribution of the content that attracts the most engagement
  • Use Facebook's custom audiences to enable brands to find their customer segments among Facebook users
  • Use Facebook's Pages admin app for mobile
  • Adapt to Facebook's new rules about the amount of text that may be permitted in ads
  • Use Facebook's targeted brand posts
  • Prepare for Facebook's Home apps for the Android OS
Kelly Colbert
Staff VP, Advertising & Social Media
Alexandra Nicholson
Vice President of New and Social Media
Cone Communications

Jennifer Sadler
Social Media Strategy / Marketing Communications
Navy Federal Credit Union



11:45 - 1:00 p.m. - Luncheon and Keynote Presentation: It's a Digital World, Populated by Analog People

Rishad Tobaccowala, chief strategy and innovation officer for VivaKi, will trace key trends in the marketing and PR landscape and show how communications will continue to be about storytelling and engaging people's hearts and minds—though often in new ways. Don't miss this glimpse of the future from one of the pioneers of digital marketing.

Rishad Tobaccowala
Chief Strategy and Innovation Officer


1:00 - 1:45 p.m. - Social Media Intervention Clinic

We’ll set up a scenario of a brand whose business is changing and needs to rethink and restart its social media presence, and is in need of intervention by social media experts. Our facilitator will lay out the situation for you and you’ll work in groups to develop effective communications strategies for Facebook, Twitter and Pinterest. 

Jonathan Heit
President and Senior Partner,
New York


1:45 - 2:15 p.m. - Case Studies in Successful Visual Storytelling

Your online audiences want and expect great visual content—especially video—and this session will offer b2c and b2b case studies in how to apply your text-based storytelling PR skills and make the leap to visual storytelling. 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 multiple social media channels; apply tried-and-true storytelling principles to the use of still images; articulate the relationships among visual pieces to clarify your storyline; and launch visual stories that motivate audiences to participate and share their own images.
You'll learn how to:

  • Spot opportunities within your organization for visual storytelling
  • Create effective and affordable videos
  • Unleash your visual storytelling skills online
  • Make the connection between written and visual storytelling
  • Use visual content for media relations
  • Tell your brand's story with Facebook, Twitter and YouTube
  • Turn trending topics into visual content
Allison Robins
Director of Global Public Relations
Zumba Fitness
Doug Simon
President & CEO
D S Simon Productions
Dane Wiseman
Digital Marketing Manager
Critical Mention

2:15-2:45 p.m. - Setting Tangible Key Performance Indicators for Your Big 3 Initiatives

Developing a social media measurement strategy can be a challenge for PR pros trying to convey the value of likes, followers, reach and engagement to senior management. One of the best approaches to proving value is by defining key performance indicators (KPIs). Unlike the often fuzzy concept of ROI, establishing KPIs for your measurement program will clarify which digital metrics to measure and provide clear, concise stats needed to convince data-driven C-level executives that your social media efforts are driving the business needle. In this session, measurement experts will show you how to establish KPIs for Facebook, Twitter and Pinterest that are tied to your organization's business objectives.

In this session you'll learn how to:

  • Align your social media activity with your organization's business objectives
  • Determine if likes, followers and pins are being converted into leads, customers or sales
  • Determine which content is working and adjust strategy accordingly
  • Focus on strategic business outcomes rather than PR activity
  • Present the results of your social media activity concisely to senior management using the metrics that matter to them most
Joy Hays
World Wide Manager
Digital & Social Media Communications
Texas Instruments
Toni Jones
Social Media Manager
U-Haul International

2:45 - 3:00 p.m. Networking Break

3:00 - 3:45 p.m. - Use Twitter to Gain a Competitive Edge in Media Relations  

This session will show you how to best use Twitter to make all of your media relations initiatives more successful, forge new connections with media pros and strengthen your existing ties. You'll learn how to provide a clear description in your Twitter profile so media professionals will know they've found the right contact, use Twitter to build working relationships with journalists, pitch stories on Twitter, use direct messages to move a conversation to e-mail or to the phone and make Twitter an organic extension of your media relations strategy.
You'll learn how to:

  • Identify and engage with influential media professionals on Twitter
  • Determine when and how to engage with media pros directly on Twitter
  • Decide when it's proper to pitch journalists on Twitter
  • Cultivate relationships with journalists
  • Avoid Twitter tactics that turn off media pros, like mass-tweeting the same pitch
  • Integrate Twitter with traditional media relations tactics
  • Measure the ROI of your media relations efforts on Twitter
Douglas Brundage
Chief Digital Strategist
Gansevoort Hotel Group

Vanessa McGrady
Social Media Project Manager
Southern California Edison
Nicole Yelland
Director of Marketing & Communications


3:45 - 4:15 p.m. - Launch Contests on Facebook, Instagram, Twitter and Pinterest

Launching contests can be a great way to rapidly increase your fan and follower base and even get media coverage for your brand. This session will show you how to leverage games or launch contests on Facebook, Instagram Twitter and Pinterest to build an audience and inspire engagement. You will hear successful case studies and get step-by-step directions in how to determine what kind of contest or game is right for your audience, how to execute your contest and how to stay in compliance with a platform's games and contest guidelines. You'll walk away with fresh ideas to build upon the success of your digital strategy and keep your new fans and followers engaged.

In this session, you'll learn how to:

  • Use Facebook's promotions app to create contests, sweepstakes and games
  • Use crowdsourcing to determine which kind of contest would be right for your audience
  • Launch and execute a successful contest using Twitter hashtags
  • Use contests to drive awareness and sales
  • Launch contests on Instagram and YouTube
  • Measure the results of your contests
Trevor Martin
Social and Mobile Marketing Manager
The Nature Conservancy
Matt Levine
Co-owner Cocktail Bodega, Sons of Essex, The Rowhouse Inn

4:15 - 4:45 p.m.  - Networking Reception  

Join us for cocktails and hors d’oeuvres to cap off a great day of learning and networking. Pick up your attendance certificate, exchange the last round of business cards and mark your day at the Grand Hyatt as an expert in the Big 3 social networks!

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The PR News Social Media Awards Luncheon will take place on April 17, a day prior to the PR News’ Big 3 Conference on April 18. Both events will be held at the Grand Hyatt in NYC.  When registering, you have the option to register for the PR News' Big 3 Conference only or add the PR News Social Media Awards Luncheon to your registration. 

Per Person Rate



Regular Rate
Conference Only
Conference & SMIA Luncheon

Group Rate



Regular Rate
Conference Only
Conference & SMIA Luncheon

Contact Saun Sayamongkhun at [email protected] or 301-354-1694.
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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!About the PR News Certificate in Social Media: The Certificate in Social Media is a new 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 Digital PR. 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. As a PR News Digital Master, you will also receive exclusive benefits, such as discounted rates on all PR News products and events.There is no additional fee to earn points or to receive your Certificate. 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.PR News holds a minimum of 3 conferences each year focused on Digital PR and Social Media. Simply attending these conferences (and learning while you’re there!), you will receive 8 Points toward your Certificate in Social Media.Each registration comes with the materials provided by the speakers and a personalized certificate of completion for attending the PR News Social Media Measurement Conference. [Back to the Top]

Testimonials from Past 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
  • 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

Each registration comes with the materials provided by the speakers and a personalized certificate of completion for attending the PR Media Relations Conference. [Back to the Top]


Sponsorship Information:

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, SVP & Group Publisher, PR News at [email protected] or 212-621-4964.

Bonuses For Attending

  • An Executive Summary
  • Tip sheet - 13 Tips for Gaining Business Exposure for Your Clients
  • 9 Tips for Handling a Crisis on Twitter
  • Samples of social media policies
  • Certificate of Completion
  • Workbook & attendee-only access to speaker presentations

Earn 8 points toward your
PR News Certificate in Social Media

You'll Become an Expert In

  • Aligning social media activity with your organization's business objectives
  • Leveraging the latest Facebook updates for PR
  • Reaching new audiences on Pinterest
  • Twitter strategies that produce positive business results
  • Getting people to "Like" your brand and become part of an engaged community
  • Measuring the impact of your social media initiatives
  • Using social tools to manage your time more efficiently
  • Cultivate relationships with journalists on Twitter
  • Launching contests on Facebook, Twitter and Pinterest
  • Developing visual strategies for Facebook’s Instagram and Twitter’s Vine


Conference Location:

Grand Hyatt New York
109 East 42nd Street at Grand Central Terminal, New York, New York, USA 10017 

Hotel Rooms:  PR News does not have a room block at the Grand Hyatt. Please book your room directly with the Hyatt for the best rate. 

Dress Code: Business Casual

If you'd like to register by phone or have questions regarding the program, please contact,
Saun Sayamongkhun at [email protected]; 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
The PR News Big 3 Conference will help you discover and implement ideas that deliver results. It will train you 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 Editable Word Doc


Some proceeds from the Conference will go to One Laptop per Child's - whose 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.