The two most pressing topics facing communications professionals—at one high-impact educational event.

Join PRNEWS on February 25-26 at the Hilton Miami Downtown for the Crisis and Measurement Summit 2020. Dive deep into the industry’s most progressive curriculum on Crisis Management. Spend two days mastering the latest and greatest in Communications Measurement. Or attend classes on both topics for an education that is “twice as nice.” 

CRISIS COMMUNICATIONS. You may think you’re not a “crisis communicator” but every PR and marketing professional must wear that hat on a daily basis. 
MASTERING MEASUREMENT. Learn how to tie your goals to KPIs that matter most and to use data and analytics to sharpen your communications initiatives.

Featuring a brand-side roster of instructors recruited by the editors of PRNEWS, you’ll walk away from this two-day conference with the skills and confidence to successfully manage your brand's next crisis and prove PR's worth.

“There are few summits worth attending these days. And none that provide PR professionals with more information and best practices than the PRNEWS Summit. Excellent in EVERY way! I came back armed with knowledge and inspiration, as well as a team of high-level experts with whom I can dialogue with in the future.”
— 2019 Summit Attendee

 

Summit Bonuses

  • Make long-lasting connections with other Comms peeps during the Opening Reception
  • Executive Summary (we take notes so you don’t have to!)
  • 6-Pack of Crisis Checklists
  • 6-Pack of Measurement Checklists

Keynoter Announced!

Ana Navarro

GOP Strategist, Co-Host of ABC's The View, Political Contributor to CNN, Telemundo, and HBO's Real Time with Bill Maher

TUESDAY, FEBRUARY 25

Crisis Track

  1. 10:00 am - 12:00 pm

    Workshop: Creating Your Crisis Response Plan and Team

    Do you have a crisis preparedness plan? If so, when was the last time you gave it a solid refresh? When it’s time to put your plan together, you’ve got to make sure it’s flexible for whatever new developments may come. But a crisis plan is only as solid as the team in place to carry it out. A serious crisis team encompasses marketing, HR, sales, legal, IT and the C-suite—along with brand partners and influencers who will have your back when it counts. Our trainers will provide guidelines for building a crisis plan, and team, that suits the needs of your organization. We’ll also work in groups to help you get started on building—or revising—a plan for your business.

    You’ll learn how to:

    • Get internal buy-in to devote resources to the development of a new crisis plan
    • Work internally across departments to identify potential risks to your organization, as a starting point for your crisis preparedness plan
    • Create a crisis communication process map—a physical document that can be shared internally
    • Analyze your plan to see if it is flexible enough to address challenges such as changes to crisis command locations and availability of personnel and technology
    • Establish written-out guidelines and responsibilities for social media messaging during a crisis
    • Decide what media monitoring and social listening tools you need before, during and after a crisis
    • Include content strategy guidelines in the plan, including what to include and when to deploy it
    • Build a crisis team with corporate communications leader at the top of the org chart, branching down to group leaders (HR, legal, IT, marketing, sales), the corporate executive team and the communications team
    • Treat external brand partners and influencers like members of your crisis team
    • Brandi Boatner

      Brandi Boatner

      Social and Influencer Communications Lead
      IBM
    • Elizabeth Estroff

      Elizabeth Estroff

      SVP, Communications
      ASPCA
    • Deborah Hileman

      Deborah Hileman

      President and CEO
      Institute for Crisis Management
  2. 12:00 pm - 1:30 pm

    Luncheon and Keynote Speaker

  3. 1:45 pm - 2:30 pm

    How to Avoid Foot-in-Mouth Syndrome: Media Training Must-Haves

    Media training was once only for executives and official spokespeople, but the prevalence of video means more members of the communications team are tapped to go in front of the camera during trying times. It’s important to learn how to be comfortable and at ease in the moment—and how to train others to do so—even when the moment is tense. In this interactive session, we’ll pre-select a portion of attendees will participate in a practice interview. Our trainers will offer live feedback and offer tips and tactics for improving the onscreen presence of spokespeople and executives.

    We’ll also discuss how to:

    • Stay on message with a strong “why” behind your crisis response, and tie it back to the overall narrative of your brand
    • Steer clear of common gaffes and missteps on screen that can make a crisis worse
    • Prep executives for broadcast interviews
    • Ask producers the right questions so your spokesperson is armed with all of the info they need
    • Stay on message, even when you need to improvise
    • Ensure proper posture, diction and body language
    • Handle combative interviews with more than one guest
    • Stick the landing with a strong call-to-action by the end of a video appearance
    • Andrew Bowins

      Andrew Bowins

      SVP, Communications
      Entertainment Software Association
    • Frances Marine Davis

      Frances Marine Davis

      Executive Director of Communications, Office of the President
      University of Miami
  4. 2:45 pm - 3:30 pm

    Shelter in a Social Storm: How to Create a Water-tight Social Media Crisis Plan

    Social media is a hurricane wherein reputations can weather the storm, or be washed away, in the blink of an eye. Is your brand prepared to react just as quickly? In this  session, our crisis experts will teach you how to build a social crisis plan that folds into your larger crisis plan, prepare digital assets ready to deploy at a moment’s notice and deftly tailor your response across all relevant platforms.

    You’ll learn how to:

    • Include a strong social strategy in your crisis plan that incorporates the strengths of all major platforms—from Facebook to Twitter, LinkedIn to Instagram, as needed
    • Create a reserve of digital assets to deploy during a crisis
    • Protect against unwanted abuse from social media accounts during a crisis
    • Activate the latest tools, apps and services that have become essential to managing a crisis
    • Temeka Easter Rice

      Temeka Easter Rice

      Senior Director, Brand Engagement
      Sallie Mae
    • Tonya Daniels

      Tonya Daniels

      Director of Marketing and Communications
      City of Miami Beach
  5. 3:45 pm - 4:30 pm

    All on the Table: What Goes Into Crisis Preparedness Training and a Real-Time Crisis Simulation

    Have you heard the one about the communicator who was on a company retreat when disaster struck? More brands than ever are training new crisis leaders with surprise simulations—but that’s just one way to get an unbiased read of what skills, and pain points, may surface during a crisis. In this interactive session, we’ll briefly discuss what goes into crisis simulations and tabletop trainings—then show you what it’s like to navigate one IRL.

    • Kelly Stepno

      Kelly Stepno

      Senior Director
      APCO Worldwide
    • Josh deBerge

      Josh deBerge

      Head of Communications, Readiness and Response
      Expedia
  6. 4:45 pm - 6:00 pm

    Reception

Measurement Track

  1. 10:00 am - 12:00 pm

    Workshop: How to Prove and Present the ROI of Your PR Efforts

    These days, your communications strategy should be just as tethered to the bottom line as it is to the product team. Learn how to get a seat at the table by communicating the value that your efforts bring to the company. By partnering business objectives with PR tactics in translating measurement data, the C-suite will better understand your wins and be more likely to consider your budgetary needs. 

     

    You will learn how to:

    • Refine data so your analytics, insights and optimization provide a foundation for strategic communication with the C-suite
    • Build plans and relationships that make meetings with senior leaders successful
    • Manage difficult conversations and tough questions with senior leaders
    • Set communications evaluation benchmarks
    • Mark Weiner

      Mark Weiner

      Chief Innovation Officer
      Cision
  2. 12:00 pm - 1:30 pm

    Luncheon and Keynote Speaker

  3. 1:45 pm - 2:30 pm

    Your Measurement Forecast: Essential Knowledge for 2020 and 2021

    Where is measurement heading, and what skills are necessary to succeed? What benchmarks do you need to scrap, and what emerging practices will be practical for your upcoming strategy?  We'll share with you the latest trends and developments across the various communications platforms, while also taking a look back at the progress many industry professionals have made in the measurement space.

  4. 2:45 pm - 3:30 pm

    Back to the Drawing Board: Choosing the Metrics That Matter and the Ones That Don’t

    You wouldn’t waste time filling up on bread before indulging in a four-star meal, so why waste valuable time on metrics that do not show the worth of your PR efforts? Media relations now utilizes so many platforms beyond the traditional press release and printed page—including a digital mix of words and images and influencers. Savvy communicators know they must use a combination of tactics to compete for coverage. One thousand Facebook likes may not yield nearly as much value as one celebrity Instagram story mention. In this session, we'll discuss how to choose the right metrics you need to create your customized measurement story.

  5. 3:45 pm - 4:30 pm

    How Brands Have Successfully Put Data Into Action

    Learn from real-world cast studies, understanding how brands and agencies are navigating the complex world of communications measurement while tying data to business objectives. We'll take you behind the scenes of successful campaigns to see the strategies, tactics and measurable outcomes used.

  6. 4:45 pm - 6:00 pm

    Reception

WEDNESDAY, FEBRUARY 26

Crisis Track

  1. 8:00 am - 9:00 am

    Roundtable Breakfast

  2. 9:00 am - 9:45 am

    Keynote

  3. 10:30 am - 11:15 am

    The Art of the Apology: How to Say You’re Sorry So Stakeholders and Audiences Believe It

    In both personal and professional crises, the hardest part is learning to say you’re sorry. This is especially true for brands, as many communicators will dance around an issue to avoid responsibility rather than express remorse. In this breakout discussion, we’ll explore why a well-timed, well-delivered apology can go a long way toward mitigating blowback—and how an apology doesn’t necessarily need to be positioned as an admission of guilt or wrongdoing.

    • Bobby Amirshahi

      Bobby Amirshahi

      SVP, Corporate Communications
      Univision
    • Jesse Lewin

      Jesse Lewin

      Senior Director, Corporate Communications
      McDonald's
  4. 11:30 am - 12:15 pm

    How to Work Effectively With Legal During a Crisis

    Lawyers and communications pros often seem to have opposite goals in times of crisis. Both waste precious time and energy pushing back against each other’s strategies for managing the situation and protecting their client from legal and reputational harm. In this frank discussion, our PR pros and legal experts will discuss:

    • The typical tensions between lawyers and communicators, where they come from and how to overcome them
    • How to win the trust of in-house and outside counsel and establish a more collaborative and mutually supportive working relationship
    • The critical relationship between an organization’s legal and reputational risks, and how to keep them in proper balance
    • Chris Chiames

      Chris Chiames

      CCO
      Carnival Cruise Line
    • Jon Goldberg

      Jon Goldberg

      Founder
      Reputation Architects
  5. 12:15 pm - 1:15 pm

    LUNCH

  6. 1:30 pm - 2:15 pm

    Using Sentiment Monitoring to Mitigate a Crisis—Or Prevent One

    Using Sentiment Monitoring to Mitigate a Crisis—Or Prevent One

    Building a solid social plan is all well and good, but do you know what to listen for? In this session, our crisis experts will teach you how to closely manage your brand’s online reputation using the latest tools, and not treat a tiny gust like a full-blown tropical storm.

    • Employ social media listening tactics that flag any potential crises
    • Measure social and traditional media channels to track the effectiveness of your work
    • Understand the difference between a quickly extinguished crisis on social and one that simmers longer
    • Use data to visually understand how your crisis was discussed on social media
    • Build a foundation for measuring brand sentiment, in good times and in times of crisis
    • Activate the latest tools, apps and services that have become essential to measuring a crisis
    • Leilani Pearl

      Leilani Pearl

      Chief Communications Officer
      Parkinson's Foundation
    • Colleen Creighton

      Colleen Creighton

      Executive Director
      The American Association of Suicidology
  7. 2:30 pm - 3:15 pm

    Stating Your Case: Crisis Response Statements And Why They Worked—Or Didn't

    In this panel-based session, our panel will pick apart some notable crisis response statements through the ages. Some have stood the test of time for their brazen transparency or artfulness, while others are so notorious that they have ruined careers and entire businesses.

    • Justin Higgs

      Justin Higgs

      Director of Reputation and Issues Management Communications
      PayPal
    • Kim Coutts

      Kim Coutts

      Director of Communications
      Civilian
    • Chad Berndtson

      Chad Berndtson

      Sr. Director, Global Content and Communications
      Tanium
  8. 3:30 pm - 4:15 pm

    Recovering After a Crisis: Strategies to Heal Brand Reputation

    Social media conversations around a specific brand crisis almost always subside...eventually. In this closing crisis session, our crisis experts will share their recommendations for when and how to return to normal messaging after a crisis. Though no two crises are exactly alike, we’ll explain how to train yourself, and your team, for the shift from crisis management to reputational repair.

    • Tom Zigo

      Tom Zigo

      Director, Communications
      Motion Picture Association of America (MPAA)
    • Matthew Hutchison

      Matthew Hutchison

      SVP, Corporate Communications
      Forbes
    • Brandi Boatner

      Brandi Boatner

      Social and Influencer Communications Lead
      IBM

Measurement Track

  1. 8:00 am - 9:00 am

    Roundtable Breakfast

  2. 9:00 am - 9:45 am

    Keynote

  3. 10:30 am - 11:15 am

    Using Measurement to Customize Your PESO Strategy

    The media landscape is a vastly fragmented pastiche. Similar to the increasing power of micro influencers, small, niche media outlets outpace the growth of traditional press. Elsewhere, traditional media outlets both vie and align with popular social media platforms. An influencer’s tweet can raise brand awareness, but an in-depth article can be the bottom-of-the-funnel push your product needs. Communicators understand that a mix of media efforts is critical to success. The question is how much Paid, Earned, Shared and Owned (PESO) media is best for your company? To begin the day, we’ll supply measurement tools and tactics to help you decide. In addition, we’ll offer brief case studies from each of the four categories.

    You’ll learn to:

    • Decide the best mix of PESO to spread your brand’s narrative
    • Establish measurement strategies for each aspect of your campaign—and for each media type
    • Use storytelling tactics to amplify earned media placements and social media reach
    • Measure the effectiveness of your brand newsroom and other owned assets
    • Katie Paine

      Katie Paine

      CEO
      Paine Publishing
    • Johna Burke

      Johna Burke

      Global Managing Director
      AMEC
  4. 11:30 am - 12:15 pm

    Mastering Measurement of Your Multichannel Media Strategy

    Following the PESO session, we’ll probe deeper into setting up a measurement effort in the era of integrated communications. We’ll start with a case study illustrating the importance of aligning measurement with business goals and objectives.  We’ll then move on to tips for effective reporting of measurement data and creating useful dashboards. We’ll also include a short case study and interactive segment on how measurement and crisis management.

    You will learn:

    • How to align measurement KPIs with business goals
    • How to measure integrated communications strategies
    • What measurement tools are right for your organization
    • Dashboards and other effective strategies for reporting measurement results to employees and the C-suite
    • How measurement can help you monitor, manage and potentially prevent crises
    • The differences between multichannel and omnichannel messaging and how measurement can help determine which is best for your organization
    • Pauline Draper Watts

      Pauline Draper Watts

      Executive Vice President, Practice Chair, Measurement
      Edelman Intelligence
    • Alan Chumley

      Alan Chumley

      Managing Director, Communications Analytics
      W2O Group
  5. 12:15 pm - 1:15 pm

    LUNCH

  6. 1:30 pm - 2:15 pm

    How to Quantify Influencer Impact and ROI

    The definition of influencer has evolved beyond celebrities with huge social followings, a small percentage of which is interested in your product. There are local micro-influencers with modest yet loyal followers. In addition, there is a segment of influencers who cheat the system. Identifying and measuring the effectiveness of influencers requires a keen understanding of the interplay between your brand’s message and evolving media consumption habits. In this panel, we’ll look at how to use data to locate the most effective influencer voices.

     

    You’ll learn to:

    • Measure influencer reach and determine how effective and relevant influencer are in speaking to your key audiences
    • Identify and activate the most influential voices within a niche demographic and determine the most effective influencers for your brand
    • Use measurement to uncover questionable actors masking as legit influencers
    • Determine the ROI of your influencer marketing effort
    • David Cantor, Ph.D.

      David Cantor, Ph.D.

      Deputy Director, Measurement and Insight
      Bill & Melinda Gates Foundation
    • Jennifer Bruce

      Jennifer Bruce

      Group Manager, Communications Measurement & Insights
      Adobe
  7. 2:30 pm - 3:15 pm

    Measuring Relevance Through Media Coverage

    • Allyson Hugley

      Allyson Hugley

      VP, Global Communications, Head of Research and Analytics
      Prudential
  8. 3:30 pm - 4:15 pm

    Going Native: Social Media KPIs That Spell Success

    As the day draws to a close, we’ll examine how to measure your social media efforts. To do so, you need to understand the similarities and differences in how platforms like Facebook, Twitter, Instagram, Snapchat and LinkedIn tally reach and engagement. Social media pros and measurement mavens will show you how they approach quantifying and qualifying cross-platform measures of engagement, sentiment and share of voice.

    You’ll learn how to:

    • Measure the cross-platform success of your social efforts and the types of messaging that work best for each platform
    • Move beyond vanity metrics when measuring social media
    • Employ each platform’s unique measurement strengths to boost reach and engagement
    • Test social media posts before boosting them
    • Use native tools on Facebook, Twitter and Instagram to reach key demographics
    • Discuss the most useful pay tools for each platform

Speakers

  • Ana Navarro

    GOP Strategist, Co-Host of ABC's The View, Political Contributor to CNN, Telemundo, and HBO's Real Time with Bill Maher
  • Bobby Amirshahi

    SVP, Corporate Communications
    Univision
  • Brandi Boatner

    Social and Influencer Communications Lead, Global Markets
    IBM
  • Andrew Bowins

    SVP, Communications
    Entertainment Software Association
  • Jenna Clark

    Head of Measurement and Insights, Google Communications
    Google
  • Allyson Hugley

    VP, Global Communications, Head of Research and Analytics
    Prudential
  • Chris Chiames

    CCO
    Carnival Cruise Line
  • Alan Chumley

    Managing Director, Communications Analytics
    W2O Group
  • Josh deBerge

    Head of Communications, Readiness and Response
    Expedia
  • Jesse Lewin

    Senior Director, Corporate Communications
    McDonald's
  • John Cihomsky

    VP, PR & Communications
    Sharp HealthCare
  • Justin Higgs

    Director of Reputation and Issues Management Communications
    PayPal
  • Katie Paine

    CEO
    Paine Publishing
  • Deborah Hileman

    President and CEO
    Institute for Crisis Management
  • Tom Zigo

    Director, Communications
    Motion Picture Association of America (MPAA)
  • Temeka Easter Rice

    Senior Director, Brand Engagement
    Sallie Mae
  • Pauline Draper Watts

    Executive Vice President, Practice Chair, Measurement
    Edelman Intelligence
  • Kelly Stepno

    Senior Director
    APCO Worldwide
  • Kim Coutts

    Director of Communications
    Civilian
  • Jon Goldberg

    Founder
    Reputation Architects
  • Mark Weiner

    Chief Innovation Officer
    Cision
  • Tonya Daniels

    Director of Marketing and Communications
    City of Miami Beach
  • Colleen Creighton

    Executive Director
    The American Association of Suicidology
  • Matthew Hutchison

    SVP, Corporate Communications
    Forbes
  • Frances Marine Davis

    Executive Director of Communications, Office of the President
    University of Miami
  • Johna Burke

    Global Managing Director
    AMEC
  • Leilani Pearl

    Chief Communications Officer
    Parkinson's Foundation
  • Aurora Meyer

    Director of Communications and Marketing
    University of Missouri, School of Law
  • Sam Michelson

    CEO
    Five Blocks
  • Courtney Lukitsch

    Founder
    Gotham PR
  • Kara Taylor

    Corporate Communications, Insights & Impact Lead
    Capital One
  • Simon Hestletine

    VP of Audience Growth
    Trader Interactive
  • Marcia DiStaso

    Associate Professor, Chair of Public Relations Department
    University of Florida
  • Mary Owusu

    Vice President, Digital Strategy & Analytics
    Mower
  • David Cantor

    Deputy Director, Measurement and Insights, Global Communications and Engagement
    Bill & Melinda Gates Foundation
  • Elizabeth Estroff

    SVP, Communications
    ASPCA
  • Jim Lindheim

    Author and Former Chair, BCW
  • Chad Berndtson

    Sr. Director, Global Content and Communications
    Tanium

Past Attendees Include:

5WPR
Adidas
APCO Worldwide
Bell
Burson Cohn & Wolfe
Carnival Cruise Line
Centro
Chick-fil-A
Cisco
Cognito
Coyne PR
Dataminr
Delta
Deveney
Duck Donuts Franchising Company
Equifax
ESPN
Everglades Foundation
Experian
Firedog Communications
Five Blocks
Forbes
Geico
GoDaddy
GO Triangle
Gulf Coast Ducks
Heineken
Herbalife
Hilton
IBM Watson
Inspire PR Group
Institute for Crisis Management
JUUL Labs
KFC Global
K&L Gates
Knight Foundation
Liberty Bank
Miami Beach
Michigan Flint
Mockingbird Communications
Motion Picture Association (MPA)
MSNBC
Museum of Science and Industry Chicago
NAACP
Novozymes
Ogilvy
Orange County Corrections
Padilla
PennState
Probolsky Research
Progressive
Qorvis Communications
Red Lobster
Reebok
Royal Caribbean Cruises Ltd.
Sandals Resorts International
Sharp HealthCare
Sitrick and Company
Solomon McCown & Company
The Brookings Institution
U.S. Green Building Council
Vanderbilt University
WeWork

Networking

On-Site

The Crisis and Measurement Summit 2020 will provide excellent networking opportunities. Beyond the sessions on every facet of crisis avoidance and prevention and measuring communications, you’ll also make long-lasting connections with other like-minded professionals during the several scheduled networking breaks and activities throughout the two days.

  • 24 Breakouts
  • 2 Keynotes
  • 2 Workshops
  • 2 Networking Lunches
  • 2 Networking Receptions

Off-Site

While you’re in Miami, make time to explore the beautiful attractions with fellow Summit participants like the monuments, restaurants, shops, and museums. Here’s a list of our top recommendations:

Location

Hilton Miami Downtown

1601 Biscayne Blvd
Miami, FL 33132

PRNEWS has a room block for this event. Be sure to book by January 31, 2020 to receive the discounted room rate.
Dates: February 24 – February 26 
Rate: $289/night
Book room here

Pricing/Register

Summit Pricing*
$1,395
Alumni**
$995
Best Rate Ever (Expired 11-22-2019)
$1,195
Early Bird (until 01-10-2020)
$1,395
Last Chance (until 02-14-2020)
$1,495
Regular Rate (until 02-26-2020)
$1,695

*Attend a Pre-Summit Workshop! For an additional $495 you have the option to attend either one of two Pre-Summit Workshops on February 25.

**Only one VIP Code can be used per registrant.

Nonprofit/Government Discounts: Nonprofit and government organizations receive an additional $100 off current rates.

Group Rates Apply for Teams of Two or More: Join the many other companies who bring their teams to the Crisis and Measurement Summit 2020 so they can collectively learn, strategize and build a better mousetrap and get $100 off per ticket.

Are you a PRNEWS Event Alumni? When registering choose the Alumni option! All returning event attendees can attend the Summit for only $995.

PRNEWS Subscribers Save More: PRNEWS subscribers save $300 on all PRNEWS events.

Invest in your future: Attending the Crisis and Measurement Summit 2020 is the equivalent of 24 hours of time with a strategic consultant or spending a few weeks in a graduate-level business course. Plus, the people connections you’ll make are invaluable. Register now and commit to taking your career and your department to the next level.

Questions? Contact Shana Murik.