July 17, 2019 | New York, NY

VIP Rates
EXPIRE
May 3

Over 5 billion 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 PRNEWS on July 17 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.

Register by May 3 save $300!

Featured Speakers

Laura-Ann Mitchell

Director of Digital
Cisco

John Shehata

VP, Audience Development Strategy
Condé Nast

Leah Eder

Marketing Specialist
Green Buzz Agency

Agenda

  1. 8:30 am - 9:00 am

    Registration and Networking Breakfast

  2. 9:00 am - 9:20 am

    Boot Camp Kickoff: How Google Can Assist With a PR Pro’s Workflow

    To kick off the day, we will share how our speakers leverage Google tools to streamline workflow and efficiently execute their multitude of day-to-day tasks.

    • James Nickerson

      James Nickerson

      Lead Instructor, Digital Marketing
      General Assembly
  3. 9:20 am - 10:05 am

    Ranked and Covered: How Google Tools Can Bolster Your Media and Influencer Relations Strategies

    Since you can’t buy an organic search ranking, 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 Google and SEO tools can be used to maximize the return on your earned media efforts.

    What you’ll come away with:
    • Strategies for building relationships with the right journalists, bloggers and influencers whose prominence can boost your rankings
    • Approaches to holistically integrate different channels and media platforms (e.g. YouTube), so that they boost each other together
    • Best practices for maximizing your Google Ads spend
    • Knowledge of inexpensive tools that let you to track and trend your domain’s authority
    • Ways to flag the high-authority domains that show up on page one when your brand or a topic relevant to your brand is searched
    • Research tactics for SEO keywords that help you figure out who or what is most relevant to your brand, and how those tactics can lead to conversions
    • Ryder Meehan

      Ryder Meehan

      Principal & Strategist
      UPGROW
    • Max Prin

      Max Prin

      Head of Technical SEO
      Merkle Inc.
  4. 10:05 am - 10:25 am

    Networking Break

  5. 10:25 am - 11:10 am

    Case Study and SEO Jeopardy

    We'll hear a fantastic case study from Cisco's director of digital, Laura-Ann Mitchell, and then play a game of SEO Jeopardy for some wonderful prizes.

    • Laura-Ann Mitchell

      Laura-Ann Mitchell

      Director of Digital
      Cisco
  6. 11:10 am - 12:00 pm

    How to Make SEO Work for Your Brand Reputation and Sentiment

    No communicator wants to see a buried crisis resurface to the top of their company’s search results, but it can seem impossible to avoid that fate when the web is awash in noisy and negative conversations about your brand. In this session, we’ll cover both proactive and reactive strategies that will ensure your brand’s Google and social media search results show the side of your brand where the grass is always greener.

    You’ll learn how to:
    • Understand what Google’s algorithm sees when it looks for mentions of your brand
    • Monitor conversation thresholds to determine whether a negative story is a crisis with long-term SEO impact or just a momentary blip on the radar
    • Use your CMS’ built-in features to generate headlines and featured snippets that organically outrank negative content
    • Mine auto-complete data and context cards to develop a defensive SEO strategy
    • Look at thresholds to determine when and how to respond to negative articles or social media posts
    • Capitalize on a potentially viral moment to drive positive sentiment, then apply SEO tactics across multiple channels to keep momentum going
    • Ben Spangler

      Ben Spangler

      SEO, Performics Practices Team
      Spark Foundry
  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

    There’s no lone magical metric to prove your work at strengthening your brand’s digital properties was successful. Nonetheless, Google Analytics provides a wealth of insights around to when, why and for how long users look at (or bounce away from) your content. In this session, we’ll pinpoint the Google Analytics metrics that are most useful to communicators—and share pointers for how to identify them quickly.

    What we’ll cover:
    • Creating and modifying your content relevant metrics in Google Analytics
    • How to translate your audience’s conversion funnel into visible analytics you can actually work with
    • Using Google Analytics to discover how long users are spending with content, and how many visit your site without ever visiting another page on it
    • Figuring out your bounce rate, and sleuthing out the reasons why users are leaving your page
    • Understanding the difference between your high-priority content and the content your users are actually reading
    • Identifying the insights that point to slow load times or responsiveness issues
    • Paul Headley

      Paul Headley

      Director of Client Strategy
      Investis Digital
  9. 2:10 pm - 3:00 pm

    Google Analytics Hands-On Workshop

    You will work in groups with fellow attendees to set goals for a mock PR campaign and use Google Analytics to build out strong key performance indicators. Our experts will circulate to answer questions, show you where crucial metrics can be found in the interface and help troubleshoot any issues that are holding you back from using Google Analytics at work. 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
  10. 3:00 pm - 3:45 pm

    The Video Search Engine: Producing and Promoting YouTube Content That Elevates Your Brand

    Type almost any search term into Google nowadays, and a list of videos accompanies the results. As it’s also owned by Google, PR pros must remember that YouTube is essentially the world’s second-largest search engine. We will share strategies for producing and promoting YouTube videos as strategic vehicles to convert viewers into subscribers, website visitors and customers.

    You’ll learn how to:
    • Use YouTube to generate traffic on your own site
    • Measure the success of YouTube content using native analytics
    • Convert viewers into subscribers and buyers
    • Determine the budget you need for high-quality branded video
    • Make a case to leadership around a bigger budget to build out your YouTube strategy
    • Promote your videos across all owned channels
    • Create avatars, banners and video thumbnails to help your audience find the right content
    • Leah Eder

      Leah Eder

      Marketing Specialist
      Green Buzz Agency
    • Tod Plotkin

      Tod Plotkin

      Principal
      Green Buzz Agency
  11. 3:45 pm

    Closing Remarks

Speakers

  • Ben Spangler

    SEO, Performics Practices Team
    Spark Foundry
  • Ryder Meehan

    Principal & Strategist
    UPGROW
  • Laura-Ann Mitchell

    Director of Digital
    Cisco
  • James Nickerson

    Lead Instructor, Digital Marketing
    General Assembly
  • John Shehata

    VP, Audience Development Strategy
    Condé Nast
  • Tod Plotkin

    Principal
    Green Buzz Agency
  • Max Prin

    Head of Technical SEO
    Merkle Inc.
  • Leah Eder

    Marketing Specialist
    Green Buzz Agency
  • Paul Headley

    Director of Client Strategy
    Investis Digital

Who's Attending

Communicators from these brands have attended past PRNEWS boot camps:

AARP
ABC News
adstream
Arby's
BCW
Birchbox
Burson Cohn & Wolfe
Caesar's Entertainment
Cisco
Comcast
Consumer Technology Association
Duquesne Club
Hilton
IBM
Microsoft
National Latina Institute of Reproductive Health
Novo Nordisk
Oracle
Perdue Farms
Professional Services Council
Purchase College
RCN
Rutgers University
Southwest
Space Needle
Spark Foundry
The Jonathan Rick Group
The Weather Company
Verizon
ZOG Digital

If you spend at least a quarter of your time in any of these areas, you should attend PRNEWS' Google Boot Camp :

  • Communications
  • Marketing
  • Social Media
  • Public Relations
  • Measurement
  • Marketing Communications
  • Community Relations
  • Content Creation
  • Content Marketing
  • Crisis Management
  • Digital PR
  • External Communications
  • Internal Communications
  • Lead Generation
  • Media Relations
  • Public Affairs/Issues Management
  • Research and Analytics
  • SEO
  • Video

Attendee Bonuses

When you attend a PR News Conference we go the extra step to provide you with meaningful takeaways from our sessions. 

  • All speaker presentations to dowload before you arrive
  • 3 Pillars of SEO - Exclusive Slide Content
  • A Certificate Upon Completion of the Boot Camp
  • A digital copy of PRNEWS' Google for Communicators Guidebook - a $400 value!

You'll take away practical knowledge on how to:

  • Incorporate Google tools into your workflow
  • Leverage SEO tactics to increase earned media
  • Utilize the best keywords that your brand is likely to rank for
  • Determine what SEO strategies are most effective before, during and after a crisis

Venue

The Yale Club

50 Vanderbilt Ave
New York, NY 10017
212-716-2100

PRNEWS’ Google Boot Camp Luncheon will take place on July 17 at The Yale Club in Midtown New York City in the Roof Dining Room on the 22nd Floor. 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 PRNEWS’ list of hotels in the area.

Pricing

Rates

  • Super Early Bird

    $895
    Register
    Valid until
    April 05, 2019
  • VIP Rate

    $995
    Register
    Valid until
    May 03, 2019
  • Early Bird Rate

    $1,045
    Register
    Valid until
    June 07, 2019
  • Last-Chance Rate

    $1,095
    Register
    Valid until
    July 16, 2019
  • Onsite Rate

    $1,295
    Register
    Valid until
    July 17, 2019

Nonprofits receive a $200 discount.
PRNEWS members receive a $300 discount.
Groups of two or more receive a $100 discount per person.

FAQ

Registration FAQ

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.

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 per registration. 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 am registered, but cannot attend. Can I cancel or transfer my registration?

You may substitute another individual in your place at no extra charge, or we can offer a credit to a future event but we do not refund registrations. Reach out to clientservices@accessintel.com with any additional questions. 

Sponsor

At the Google for Communicators Boot Camp 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.

Contact

Questions

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Sponsorships

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Program

For information on programming and speakers, please contact: