July 19, 2018 | New York, NY

Put the Power of Google Behind All Your Brand Messaging

Over 2 trillion searches are conducted on Google each day. Chances are, your organization has been one of them—but what story are the search results telling about your brand? 

Join PR News on July 19 in New York City to learn how to make the most of Google’s ever-expanding suite of tools to showcase your brand’s messaging the way it was intended to be seen. Network with likeminded communications professionals while you learn how to use algorithm-savvy SEO tactics to improve search rankings and your brand’s online reputation, leverage Google Analytics to report important metrics to the C-suite, produce and promote compelling YouTube video content.

What You’ll Learn:

  • How to incorporate Google tools into your workflow
  • How to leverage SEO tactics to increase earned media
  • What keywords your brand is likely to rank for
  • What SEO strategies are most effective before, during and after a crisis
  • How to produce, promote and turn your YouTube channel into more than just a video repository
  • Which meaningful communications metrics you can capture using Google Analytics
  • What Google has in store for communicators in the near future

Speaker Q&As

Attendee Bonusus:

  • List of SEO Resources
  • A Guide to Aligning Content with Google's New Algorithm
  • The Union of SEO & PR Worksheet


  • Paul Headley

    Director of Client Strategy
    Investis Digital
  • Cassie Katz

    Director, Marketing
    Professional Services Council
  • Nati Katz

    SVP, Tech Practice
    Burson Cohn & Wolfe
  • Ken Madrigal

    Digital and Social Strategy Lead
  • Laura-Ann Mitchell

    Director of Digital
  • Marissa Pick

    Global Director of B2B Social Media
    CFA Institute
  • Ben Spangler

    SEO, Performics Practices Team
    Spark Foundry
  • Dejana Stankovic

    Head of Global Omnichannel Experience Strategy
  • Charles Taylor

    SEO Manager


  1. 8:30 am - 9:00 am

    Registration and Networking Breakfast

  2. 9:00 am - 9:20 am

    Boot Camp Kickoff: Google’s Role in a Communicator’s Daily Workflow

    To kick off the day, Marissa Pick, global director of B2B social media at CFA Institute, will share how she leverages Google tools to streamline her workflow and speed up otherwise time-consuming tasks.

    BONUS: List of SEO Resources

    • Marissa Pick

      Marissa Pick

      Global Director of B2B Social Media
      CFA Institute
  3. 9:20 am - 10:05 am

    Earned Engine: How to Integrate Google Tools Into Your Media and Influencer Relations Programs

    You can’t buy an organic search ranking in Google results. Thus, search engine optimization is a form of earned media, relying not only on the strength of your content but on third-party referrals. In this session, we’ll look at how to use Google and SEO tools to bolster your earned media efforts.

    What you’ll come away with:

    • Strategies for building relationships with journalists, bloggers and influencers who can give your search rankings a bump
    • Routes to more holistic integration of different channels and media (e.g. YouTube), so that those channels boost one another
    • Options for inexpensive tools that allow you to track and trend your domain’s authority
    • Ways to identify the high-authority domains that will come up in search every time your brand or a topic relevant to your brand is searched
    • SEO keyword research tactics to help you understand what influencers are most relevant to your brand, and how those tactics can tie to conversions

    BONUS: A Guide to Aligning Content With Google's New Algorithm

    • Ben Spangler

      Ben Spangler

      SEO, Performics Practices Team
      Spark Foundry
  4. 10:05 am - 10:25 am

    Networking Break

  5. 10:25 am - 11:10 am

    Cisco Case Study, SEO Jeopardy! and Brainstorming Session

    More than half of Cisco.com’s traffic comes from SEO. In this hands-on session you’ll learn how the tech company approaches its omnichannel SEO efforts, from user experience (UX), to Google Search Console strategy and competitor research. You’ll get a fun crash course in SEO verbiage and major concepts, as well as having the opportunity to brainstorm next steps in SEO/SEM strategy with your peers.

    This session will include:

    • A Jeopardy!-style competition for prizes (including Google Home Minis) to help you get down essential SEO terms and concepts
    • A group brainstorming session to generate a wish list of target keywords and topics for your brand
    • A keywords worksheet to take back to your office
    • Laura-Ann Mitchell

      Laura-Ann Mitchell

      Director of Digital
    • Dejana Stankovic

      Dejana Stankovic

      Head of Global Omnichannel Experience Strategy
  6. 11:10 am - 12:00 pm

    How to Deploy SEO Tactics Around Brand Reputation and Sentiment

    No communicator wants to see a long-ago crisis linger at the top of Google results for their company, despite their hard work to rebuild positive sentiment since. But it’s especially hard to avoid that fate if the web is awash in noisy and negative conversation around your brand. In this session, we’ll cover proactive and reactive strategies to help ensure that your brand’s Google and social media search results illustrate more of the good than the bad and the ugly.

    You’ll learn how to:

    • Look at how search mechanics affect what Google’s algorithm sees when it looks for mentions of your brand
    • Monitor online conversations to determine whether a negative story is a crisis with long-term impact on your SEO, or just a momentary blip
    • Use your CMS’ built-in tools to generate headlines and featured snippets that can organically outrank negative or neutral content
    • Mine auto-complete data and context cards to develop a defensive SEO strategy around audience pain points
    • Determine when and how to respond to negative articles or social media posts 
    • Recognize a potentially viral moment for driving positive sentiment, and apply SEO tactics across multiple channels to keep momentum going

    BONUS: The Union of SEO & PR

    • Ken Madrigal

      Ken Madrigal

      Digital and Social Strategy Lead
    • Charles Taylor

      Charles Taylor

      SEO Manager
  7. 12:00 pm - 1:00 pm

    Networking Lunch

  8. 1:00 pm - 1:50 pm

    How to Integrate Google Analytics Into Your Communications Strategy

    No, there’s no single magic metric that will prove your efforts to improve your brand’s digital properties are successful. But Google Analytics can provide a wealth of insights as to when, how long and why users are looking at (or abandoning) your content. In this session, we’ll pinpoint the Google Analytics metrics most useful to communicators—and provide pointers for how to find them quickly.

    What we’ll cover:

    • Creating and modifying content based on metrics in Google Analytics
    • How to translate your audience’s conversion funnel into visible analytics
    • Using Google Analytics to find out how long users are spending with content, and how many visit your site without ever visiting another page
    • Determining your bounce rate, and sleuthing out the reasons why users are leaving your page
    • Investigating the difference between your high-priority content and the content your users are actually reading
    • Spot where there might be slow loading times or responsiveness issues
    • Cassie Katz

      Cassie Katz

      Director, Marketing
      Professional Services Council
    • Paul Headley

      Paul Headley

      Director of Client Strategy
      Investis Digital
  9. 1:50 pm - 2:10 pm

    Networking Break

  10. 2:10 pm - 3:00 pm

    Google Analytics Hands-On Workshop

    You and fellow attendees will work in groups to set goals for a mock communications campaign and experiment with using Google Analytics to determine key performance indicators.  Our Google Analytics experts will circulate to answer your questions, point out where crucial metrics can be found in the interface and help you troubleshoot any issues. At the close of the workshop, each group will report back and discuss next steps.

    • Paul Headley

      Paul Headley

      Director of Client Strategy
      Investis Digital
  11. 3:00 pm - 3:45 pm

    Google’s Video Search Engine: Producing and Promoting YouTube Videos That Elevate Your Brand

    Type almost any search term into Google nowadays, and a list of videos will accompany the results. That’s because YouTube is essentially the world’s second-largest search engine. Our trainer will share strategies for producing and promoting your YouTube videos as vehicles that convert viewers into subscribers, website visitors and customers.

    You’ll learn how to:

    • Use YouTube as a traffic generator to your own site
    • Measure the success of YouTube content using native analytics
    • Leverage those analytics to convert viewers into subscribers and buyers
    • Discern what kind of budget is needed for high-quality corporate footage
    • Make the case to senior leaders as to why a stronger YouTube strategy (and budget) is necessary
    • Promote YouTube videos across owned channels
    • Create avatars, banners and video thumbnails that help your audience find your videos
    • Nati Katz

      Nati Katz

      SVP, Tech Practice
      Burson Cohn & Wolfe
  12. 3:45 pm

    Closing Remarks

Who's Attending

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 Google for Communicators Boot Camp will allow you to do just that. If you need to convince your boss, here's a justification letter you can customize. 

Below is a sample of who will be at the boot camp:

Burson Cohn & Wolfe
Caesar's Entertainment
Consumer Technology Association
Novo Nordisk
Novo Nordisk
Professional Services Council
Purchase College
Rutgers University
Spark Foundry
The Weather Company
White House Writers Group
ZOG Digital

If you spend at least a quarter of your time in any of these areas, you should attend PR News' Measurement Conference :

  • Measurement
  • Marketing
  • Marketing Communications
  • Communications
  • Community Relations
  • Content Creation
  • Content Marketing
  • Crisis Management
  • Digital PR
  • External Communications
  • Internal Communications
  • Lead Generation
  • 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. 

  • The Barcelona Principles 2.0 -Handy Guide
  • PR News Measurement Guidebook - $400 Value
  • 6 Steps to the Perfect Dashboard - Helpful Checklist
  • PR News' Executive Measurement Conference Summary -
    We Take Notes for You! 
  • Measurement Conference Certificate of Attendance 

You'll take away practical knowledge on how to:

  • Translate campaign goals into meaningful units of measurement
  • Analyze data that lead to insights, and insights that lead to conversation with the C-suite
  • Value the impact social media platforms have on your bottom line
  • Test your messaging before boosting posts and ads
  • Distinguish between measurement and analysis—then find the tools you need to analyze the data
  • Craft a compelling measurement report 
  • Shape senior leaders’ expectations about media relations programs
  • Master social listening tactics to monitor your brand's image in real-time 
  • Discover how effective your reputation management and crisis communications efforts are
  • Make the connection between media coverage and customer action


The Yale Club

50 Vanderbilt Ave
New York, NY 10017

PR News’ Google Boot Camp for Communicators Luncheon will take place on July 19 at The Yale Club in Midtown New York City. The venue is just a block away from Grand Central Terminal and the 4, 5, and 6 Subway trains. If you are traveling for the luncheon and need lodging, take a look at PR News’ list of hotels in the area.


Regular Rates

Nonprofits receive a $200 discount.
PR News members receive a $300 discount.
Groups receive a $100 discount per person.


General FAQ

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.

How can I become a sponsor?

A variety of event sponsorship opportunities are available for these industry-known events. Please contact Sales Director Katie Sullivan at ksullivan@accessintel.com 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 sgoldstein@accessintel.com.

Registration FAQ

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; clientservices@accessintel.com.

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.

What kinds of payment do you accept?

We only accept credit card (AMEX, Visa, MasterCard) 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; clientservices@accessintel.com 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 clientservices@accessintel.com. 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 clientservices@accessintel.com.

I have a question about the Google for Communicators Boot Camp that I did not find here. What should I do?

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


At the Google for Communicators 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.

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 Katie Sullivan at ksullivan@accessintel.com.



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