PRNEWS' Spring Workshops 
April 17, 2019 | 1 - 4:30 p.m. | Washington, D.C.

Crisis Communications OR Google for Communicators

You Pick! 

Refresh your crisis management and Google strategies at PRNEWS' Workshops at the Measurement Conference!

Join us for one of our upcoming spring workshops at the National Press Club in D.C.!  You have the option of attending the Crisis Communications Workshop OR the Google for Communicators Workshop.

Make the most out of your stay in D.C. and attend the PRNEWS Measurement Conference on April 18, also at the National Press Club!

Featured Speakers

Katie Paine

CEO
Paine Publishing

Workshop Agendas

Crisis Management Workshop

It’s more important than ever for brands to think about crisis not in terms of if one will happen, but when. In this workshop, you’ll get a soup-to-nuts training on crisis preparation and response, including monitoring and risk assessment; choosing the right crisis team and spokesperson; considerations when drafting and communicating a response or apology and the different approaches for communicating your message on different social media platforms; and conducting an internal investigation and post-crisis review. You will build on this knowledge with a crisis simulation interactive session that will allow you to apply the skills you’ve just learned.

Day 1 - Wednesday, April 17

  1. 12:45 pm

    Registration

    Check-in with the PRNEWS staff to receive your name badge and information about upcoming events, network with other attendees before the first session begins and enjoy refreshments during the opening remarks to kick off the afternoon of crisis planning!

  2. 1:00 pm

    Crisis Attack Plan: Preparation, Mitigation and Recovery

    If you’re feeling like there is a new business crisis in the news every day, you’re not wrong. There were more than 800,000 crises reported in the media globally in 2017, and 2018 proved to be even more disruptive for communicators. A recent PR News survey found that only 50 percent of communicators felt that their brands were adequately prepared to respond to a crisis.

    It’s more important than ever for brands to think about crisis not in terms of if one will happen, but when. In this workshop, you’ll get a soup-to-nuts training on crisis preparation and response, including monitoring and risk assessment; choosing the right crisis team and spokesperson; considerations when drafting and communicating a response or apology and the different approaches for communicating your message on different social media platforms; and conducting an internal investigation and post-crisis review. You will build on this knowledge with a crisis simulation interactive session that will allow you to apply the skills you’ve just learned.
  3. 1:15 pm - 2:00 pm

    Before The Crisis, Part I: Risk Assessment

    Odds are your organization will experience a crisis at some point. Moreover, with social media, word of your crisis can spread around the world in seconds.

    The good news is communicators, who work across the enterprise, are extremely well placed to assess where an organization’s most vulnerable points are located. Communicators have a critical role to play in pre-crisis efforts that can prevent a situation from spiraling into a full-blown crisis.

    You will learn:
    • The basics of risk assessment, including potential social media pain points.
    • Monitoring a crisis through social listening on Facebook and Twitter.
    • Four tactics to create a sound risk-assessment protocol for your brand or organization.
    • How to plan for crisis once you’ve identified your company’s highest-risk areas, and how to ensure that plan is consistently maintained.
    • How to communicate your risk assessment findings to stakeholders.
    • Katie Paine

      Katie Paine

      CEO
      Paine Publishing
    • Kassandra Sebastian

      Kassandra Sebastian

      Director, Corporate Communications
      PenFed Credit Union
  4. 2:00 pm - 2:45 pm

    Before the Crisis, Part II: Advance Planning and Team Formation

    The best way to prepare for a crisis is to plan ahead—not respond reactively once a crisis erupts. Speed is of the essence in crisis, and response plans and resource allocation protocol must already be second nature.Studies show that the market judges a brand’s crisis response within five days of the news breaking. Within one year of a crisis, brands that are seen to have handled it well will find their valuation has risen. Brands judged as losers in a crisis will see the opposite.

    You will learn:
    • From three examples, how to best build an inter-departmental crisis team and who should staff it.
    • How to choose a spokesperson and prepare him or her for crisis management.
    • Negotiating the sometimes conflicting goals of legal protection and transparency.
    • What your crisis social media command structure should look like, with emphasis on the best monitoring tools and tactics.
    • What materials, meetings, command chains and other protocols should be prepared and approved in advance.
    • How to create a flexible and effective crisis response plan so the C-Suite and employees throughout your company are crystal clear about their responsibilities, including during evenings, weekends and holidays.
    • Hinda Mitchell

      Hinda Mitchell

      President
      Inspire PR Group
    • Margaret Standing

      Margaret Standing

      Director, Corporate Communications
      DSW Inc.
    • Marisa Long

      Marisa Long

      Vice President, Public Relations & Communications
      U.S. Green Building Council
  5. 2:45 pm - 3:00 pm

    Break

  6. 3:00 pm - 3:45 pm

    The Crisis Occurs: Reaction, Investigation and Response

    Monitoring of the social conversation has detected an issue related to your brand. Is it an issue that is quickly and easily solved? Might it require a more lengthy solution? Or is it a full-blown crisis that requires a measured response? Knowing when, if and how to react to an issue are critical parts of proper crisis management. Meanwhile, the clock is ticking and your brand’s reputation is at stake.

    You will learn:

    • Three steps to ensure that your employees are working in concert and your responses and messages in a crisis are uniform in content and tone.
    • How to manage the news flow during a crisis, particularly when initial reports of the extent of the crisis are proved incorrect (e.g., a data breach touches 3 million users, not 1 million).
    • The apology: what it should contain and how it should be communicated.
    • How to respond on different social media platforms: Facebook, Twitter and LinkedIn.
    • Which areas of communications could fall through the cracks when a crisis occurs and how to mitigate against losses in these areas.
    • How to use the latest tools, apps and services essential to a crisis response.
    • How to ensure your brand’s post-crisis response builds on your crisis response narrative.
    • What should be covered in a post-crisis review.
    • Kristen Thomaselli

      Kristen Thomaselli

      VP, Public Affairs
      Qorvis Communications
    • Meg Ryan

      Meg Ryan

      Director, Communications
      Hilton
    • Ben Marter

      Ben Marter

      Director of Communications
      American Petroleum Institute
  7. 3:45 pm - 4:30 pm

    The Crisis Simulation: An Interactive Session

    The session will emphasize knowledge obtained in the previous three parts of the workshop and allow you to put these new skills into practice.The first exercise will ask attendees to apply principles of risk assessment to determine the points of highest vulnerability in organizations. The second exercise will feature our experienced crisis professionals leading a simulation of two events. They will send attendees details of both scenarios in advance. Attendees will be chosen at random to role-play in this interactive challenge.

    You will learn:
    • How to use risk assessment principles to find the most vulnerable areas of a company and propose response plans.
    • How to assemble a crisis team and prepare pre-approved responses, materials and resource allocation plans.
    • How to craft a good crisis response and apology.
    • How to balance crisis response with other communications functions.
    • Brett Bruen

      Brett Bruen

      President, Global Situation Room
      Global Situation Room, Inc.
    • Kevin Lewis

      Kevin Lewis

      Partner, Blue Engine Message & Media
      Blue Engine Message & Media

Crisis Workshop Speakers

  • Brett Bruen

    President, Global Situation Room
    Global Situation Room, Inc.
  • Hinda Mitchell

    President
    Inspire PR Group
  • Kassandra Sebastian

    Director, Corporate Communications
    PenFed Credit Union
  • Katie Paine

    CEO
    Paine Publishing
  • Kevin Lewis

    Partner, Blue Engine Message & Media
    Blue Engine Message & Media
  • Kristen Thomaselli

    VP, Public Affairs
    Qorvis Communications
  • Margaret Standing

    Director, Corporate Communications
    DSW Inc.
  • Marisa Long

    Vice President, Public Relations & Communications
    U.S. Green Building Council
  • Meg Ryan

    Director, Communications
    Hilton

Google Workshop

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.

  1. 1:00 pm

    Registration

    Check-in with the PRNEWS staff to receive your name badge and information about upcoming events, network with other attendees before the first session begins and enjoy refreshments during the opening remarks to kick off the afternoon of Google strategizing!

  2. 1:15 pm - 2:00 pm

    Integrating Google Tools Into a Daily Communications Workflow

    In this opening session, you’ll hear from a communications professional on how they’ve incorporated Google offerings into their daily work, whether they’re monitoring web traffic or tweaking keywords for a new campaign video on YouTube. Just a few of the tools we’ll discuss the usefulness of:

    • Google Analytics
    • Youtube Analytics
    • Google Ads
    • Google Search Console
  3. 2:00 pm - 2:45 pm

    Google Analytics for Communicators

    There’s no single magic metric that will prove your website efforts 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
    • Using Google Analytics to find out how long users are spending with content
    • Determining your bounce rate, and sleuthing out the reasons why users are leaving your page
    • How to spot where there might be slow loading times or responsiveness issues
  4. 2:45 pm - 3:00 pm

    Networking Break

  5. 3:00 pm - 4:00 pm

    The Real "S" in PESO: Optimizing Search Across Your Digital Footprint

    Communicators are often charged with managing their brands’ Paid, Earned, Social and Owned (PESO) channels…but how does search optimization factor into that mix? While earned media is often seen as a separate function from search, earned media placements and third-party sharing of your organic content are crucial to ensuring your brand appears on the first page of Google results. And SEO tactics, like keyword searches, are essential to social media monitoring efforts. In this session, we’ll look at the important role search can play in growing and strengthening all of your digital properties.

    We’ll cover:

    • How to use SEO to bolster influencer and earned media relations efforts
    • What SEO tactics to deploy across Twitter and Facebook
    • How to make Google Ads work for paid search
    • How Google Analytics can help you improve your web traffic
    • Youtube’s role as the largest video search engine, and ways to make your YouTube channel more than just a video repository
  6. 4:00 pm - 4:30 pm

    Keywords and Top-Ranking Content Brainstorming Session

    Work with your fellow attendees to brainstorm a list of keywords relevant to your brand that you can take back to your desk and start using in your SEO strategy. We’ll also discuss the types of content that have the potential to boost your rankings (e.g., context cards, YouTube videos), and outline a plan to deploy that content across your owned and social channels.

Google Speakers

  • Ben Spangler

    SEO, Performics Practices Team
    Spark Foundry
  • Charles Taylor

    SEO Manager
    Verizon
  • Ken Madrigal

    Digital and Social Strategy Lead
    Verizon
  • Max Prin

    Head of Technical SEO
    Merkle Inc.
  • Nati Katz

    SVP, Tech Practice
    Burson Cohn & Wolfe
  • Paul Headley

    Director of Client Strategy
    Investis Digital

Who's Attending

You’ll Hear from Speakers and Meet Colleagues from These Organizations:

Adobe
Aetna
AMEC
Amtrak
BCW
BlueCross BlueShield of Oklahoma
Capital One
Climate Resolve
Colorado State University
Delta
Dow
Edelman Intelligence
Entertainment Software Association
FOCUS Brands
Four Seasons
Google
Hitachi Vantara
Honeywell Aerospace
Humana
IBM Watson
Johns Hopkins School of Nursing
LEO Events
Mutual of Omaha
National Housing Conference
Publishers Clearing House
Pew Research Center
SC Johnson
Sheridan College
Smithfield Foods
Unites States Postal Service
Verizon
Virginia Tech
Visit Florida
VISIT Milwaukee
W2O Group
Walgreens
Yahoo

Venue

The National Press Club

529 14th St. NW
Washington, DC 20045

The National Press Club is known as "The Place Where News Happens." Global leaders in government, politics, business, music, film and sport visit the club every day. They speak here at public and private events because the press is here.

PR News does not have a room block for this event, but we do have a list of recommended hotels below that are a ten-minute walk or less from The National Press Club. 

JW Marriott Washington D.C.
Grand Hyatt Washington
The W Washington D.C.

Receive a 12% discount for airport rides at all eligible SuperShuttle airport locations nationwide. 

Nearby Hotels

Pricing/Register

Crisis Workshop

$595

Google Workshop

$595

Groups of two or more save an extra

$50 per pass

Register
Questions? Contact Megan Sigg

Sponsor

At the Crisis Management and Google Workshops presented by PRNEWS, sponsors will reach communications, marketing and digital professionals looking to improve their crisis and Google strategies. Join us as a thought leader at these dynamic industry events 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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