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Three online seminars. Three ways to excel. Attend one—or all of them.

Join us for one or all of our summer virtual seminars—deep dives into the hottest button topics including SEO for PR pros, social media in comms and a roadmap to measure PR's impact.

This summer’s leading trends and insights are coming to your computer screen—three virtual seminars designed to give you critical insights, tangible best practices and roll-up-your-sleeves intelligence.


SEO Tips, Tricks and Hack for Comms Pros


SEO Tips, Tricks and Hacks for Comms Pros

June 18, 2024
12 - 3 PM (ET)

  • Optimizing Your Content for AI-Driven Search
  • Google's Latest Algorithms—Explained
  • What the Rise of Social Search Means For You
  • 5 Invaluable SEO Tools For Your Toolbox
  • 8 Tips for SERP Placement Optimization

SEO Agenda




Critical Trends & Emerging Best Practices

August 14, 2024
12 - 3 PM (ET)

  • KPIs for Earned Media Measurement
  • Maximize Media Placement with Data Insights
  • 6 AI-Driven PR Measurement Tools
  • Leveraging Data to Measure PR Business Impact
  • The Keys to Reputation Evaluation

Measurement Agenda

Social Media for PR Campaigns Agenda

ONLINE, JULY 17, 12:30 – 3:30 PM (ET)

  1. 12:30 pm - 1:00 pm

    Essential Social Platforms NOW: What to Focus on, What to Forget

    Learn which platforms are essential for amplifying a message, and discover strategies to maximize engagement and ROI. Gain insights into outdated tactics and declining platforms to streamline social media efforts effectively.

    • Carolyn Cohen

      Carolyn Cohen

      Senior Marketing Manager- Social Media
      H&R Block
  2. 1:10 pm - 1:40 pm

    Using Social Listening to Avoid a Crisis

    This session will teach how to efficiently monitor social media conversations, identify emerging issues, and respond swiftly to prevent negative situations from escalating. Learn about the latest tools and techniques to track brand sentiment, analyze public opinion, and detect early warning signs before they become full-blown crises.

    • Melanie McGovern

      Melanie McGovern

      Director of PR and Social Media
      Better Business Bureau
  3. 1:50 pm - 2:10 pm

    Social Media Metrics—Beyond Fluff & Vanity

    Move beyond surface-level metrics and delve into meaningful data that truly reflects your social media performance. Learn advanced techniques for measuring earned virality, offering insights into how your content spreads organically. We’ll also explore methods to assess impact on emerging platforms like Threads and TikTok.

    • Rachel Winer

      Rachel Winer

      EVP, Digital & Paid Media
      Rokk Solutions
  4. 2:20 pm - 2:50 pm

    Leveraging AI for Social Media Content Creation

    Learn how AI can streamline content generation, enhance creativity and improve engagement. Discover practical applications of AI for creating compelling visuals, writing captivating copy and personalizing content for diverse audiences. Discover how to integrate AI into your social media strategy to create a more efficient workflow.

    • Destiny Chambers

      Destiny Chambers

      VP, Head of Marketing
    • Freddy McLaughlin

      Freddy McLaughlin

      SVP of Analytics
  5. 2:55 pm - 3:30 pm

    How Gen Z Is Using Social Media Today

    This panel will explore the platforms Gen Z gravitates towards, the content they consume and create, and the trends driving their online interactions. Gain insights on how to effectively reach and engage with this pivotal audience, ensuring your PR strategies resonate with the next generation of consumers and influencers.

    • Gabriel Gomez

      Gabriel Gomez

      Social Strategist, Brand Engagement Marketing Activation & Creative
    • Victoria Mendoza

      Victoria Mendoza

      Director of Conversation Design
      University of Southern California

Measurement & Data Seminar

ONLINE, AUGUST 14, 12 – 3 PM (ET)

  1. 12:00 pm - 12:30 pm

    Best Practices for Media Measurement & Building a Framework

    PR and communications teams are being asked to demonstrate ROI on earned media—but those metrics are evolving. Learn how PR departments are planning and setting specific, measurable and realistic KPIs and objectives to align with business goals. Plus, learn how to build a measurement framework.

  2. 12:40 pm - 1:10 pm

    Leveraging Data to Measure PR Business Impact

    Learn how to translate key insights, trends and performance metrics into compelling visualizations and narratives that drive informed decision-making and garner C-Suite buy-in. Leverage strategies to measure PR business impact in order to effectively communicate the value and impact of your initiatives.

  3. 1:20 pm - 1:50 pm

    Social Listening & Measuring Influencer Performance

    This session focuses on the most effective social listening tools for PR and comms teams and how moving beyond vanity metrics can strengthen the value of PR to the organization. We’ll look at measurement tactics for both established and emerging social platforms, as well as how to measure the impact of influencer campaigns.

  4. 1:55 pm - 2:25 pm

    AI-Driven Measurement for Communicators

    This session explores how AI is changing, and will change, how the industry measures PR performance, in particular relating to media monitoring and analysis. We’ll show what tools are able to reap the benefits of AI’s efficiency and convenience and how the integration of AI into communications allows the measurement of campaign impact across channels.

  5. 2:30 pm - 3:00 pm

    Tools and Tactics for Measuring and Evaluation Reputation

    We’ll look at tools available to PR professionals that assess public perception and provide data to measure reputational impact. The session will show how the aggregation of data and subsequent analysis of multiple disparate sources can provide both qualitative and quantitative insights, allowing PR teams to respond quicker to changing reputation factors in the market.



  1. 12:00 pm - 12:30 pm

    SEO Fundamentals for PR

    In this session, you’ll get an overview of the fundamentals of any SEO plan for communicators, including how to perform an SEO audit with technical and content creation in mind; how to audit competitors and build links to enhance SEO; and reputational management tactics that lead to owning first-page results.

    • Maddie Shepherd

      Maddie Shepherd

      SEO Director
      CBS News
  2. 12:40 pm - 1:10 pm

    What’s Up With Google’s Latest Algorithm?

    Are you caught up with Google algorithms? In this session, you’ll learn about the newest updates from Google, tips on tracking algorithmic shifts, and what it all means for public relations practitioners. You’ll learn how Google’s AI policies factor into it all, as well as the latest update on SGE, its Search Generative Experience initiative.

    • Brad Gerick

      Brad Gerick

      Gerick Digital Strategy
  3. 1:20 pm - 1:50 pm

    Optimizing Content for AI-Driven Search

    The proliferation of AI-generated content, originating from LLMs and beyond, is transforming the way consumers search for and receive information. Learn how to navigate this new frontier by better understanding the state of AI search and the factors that may lead to success. You’ll come away with knowing the differences between generative AI chatbots, AI search and search-engines; EEAT, MEEEAT, and overlapping factors between SEO and GEO; and more.

    • Chris Rodgers

      Chris Rodgers

      CEO & Founder
  4. 1:55 pm - 2:25 pm

    A Primer on SEO Tactics, Tools and Measurement for PR

    This session will outline and feature the most up-to-date SEO tactics and tools for PR professionals. Plus, our speaker will address how to measure success from a PR perspective; outline key metrics associated with PR-driven SEO activities; provide examples of measurement reports and SEO-driven campaigns; and demonstrate its value to leadership.

    • Lauren Meckstroth

      Lauren Meckstroth

      VP of PR
      The Abbi Agency
  5. 2:30 pm - 3:00 pm

    SEO Disruption & the Rise of Social Search

    As consumers migrate to online and social communities, PR pros must tap into new opportunities to reach target audiences—many of whom are searching for information outside of search engines. This session will cover the search optimization tactics inspired by key areas of SEO disruption, including social media communities—such as Reddit—that are increasingly instrumental in shaping the narrative.

    • Megan Hueter

      Megan Hueter

      Head of Digital

Who Should Attend?

If you spend at least a quarter of your time in any of these areas, you should attend these events:

  • Digital PR and Social Media Communications
  • Community Relations
  • Content Creation
  • Crisis Management
  • Marketing Communications
  • Media Relations
  • Public Affairs/Issues Management
  • Public Relations
  • Research and Analysis
  • SEO
  • Video
  • Business Development



Each virtual event registration comes with access to the archived recording of the program for one year as well as the materials provided by the speakers after the completion of the event.

SINGLE SEMINAR: $249 *per seminar

3 SEMINAR PACKAGE: $595 ($150 savings!)

Register now to attend one or all three seminars.



PR News Digital Learning 2024

JUNE 18 / JULY 17 / AUGUST 14



Contact Client Services
[email protected]


Dara Brooks
[email protected]