Thursday, August 9 | Hyatt Regency San Francisco 

Get the essential social media communications strategies and tactics at this
one-day PR News conference

Registration Closed

 Register Now

Fun Things to do in San Francisco!

Bonuses for Attending:

Tip sheet - 13 Tips for Gaining Business Exposure for Your Clients
9 Tips for Handling a Crisis on Twitter
Samples of social media policies
Certificate of Completion
Workbook & attendee-only access to speaker presentations

Earn 8 points toward your PR News Certificate in Social Media


Is social media a big deal to you and your stakeholders? Then join us on August 9 in San Francisco (the day after PR News' SEO Workshop) when we zero in on the Big 3 social media platforms: Pinterest, Twitter and Facebook. We’ll show you how you can make the most of your time and resources to unleash the power of these networks and take your social media communications to new heights.

The goal: To make you the Facebook, Twitter and Pinterest expert in your organization.

Facebook and Twitter are the essential social networks for communicators seeking to actively take part in ongoing conversations about their brands, but Pinterest is gaining fast, with 10.4 million registered pinners who love to buy products by clicking through pins. This one-of-a-kind conference gathers leaders in the Big 3 social networks for just one day in beautiful San Francisco.

In one day you'll become an expert in:

  • Aligning social media activity with your organization's business objectives
  • Leveraging the latest Facebook updates for PR
  • Reaching new audiences on Pinterest
  • Empowering employees & protecting your brand with smart social guidelines
  • Twitter strategies that produce positive business results
  • Getting people to "Like" your brand and become part of an engaged community
  • Measuring the impact of your social media initiatives
  • Mastering Facebook’s latest features
  • Using social tools to manage your time more efficiently
  • Cultivate relationships with journalists on Twitter
  • Launch games and contests on Facebook and Twitter

The Big 3 Conference session leaders will share in-depth case studies of their Facebook, Twitter and Pinterest strategies-from concept to creation to execution-and will leave ample time to answer all of your questions. And, best of all, you'll get to engage with these leaders and your peers in the inspiring City by the Bay, close to where the social media age took root.

Don't miss your opportunity to attend this information-packed day of interactive learning and networking. Join your fellow communicators in San Francisco and become part of the community of social media leaders.


Keynote Speakers

  • Shel Israel, Author, Twitterville and Naked Conversations – How Blogs Are Changing the Way Businesses Talk With Customers
  • Jon Swartz, Technology Reporter, USA Today

Conference Speakers: 

Conference Moderators:



7:45-8:25 a.m.

Registration and Networking Breakfast

8:25 - 8:30 a.m.

Opening Remarks

8:30-8:45 a.m.

Opening Keynote: The Big Picture on the Big 3

8:45-9:15 a.m.

Must-Have Social Tools for Your PR Toolbox

9:15-10:00 a.m.

Pin for Success: How to Engage Your Audience with Pinterest

10:00-10:15 a.m.

Networking Break

10:15-11:00 a.m.

Proven Twitter Tactics to Gain and Retain Followers

11:00-11:45 a.m.

Facebook's Top Developments and Features for PR Pros

11:45-1:00 p.m.

Luncheon and Keynote Presentation

1:00-1:45 p.m.

Resource Management Clinic: Manage Your Team, Time and Budget for Social Media Success

1:45-2:15 p.m.

How to Avoid the Legal Land Mines of the Big 3

2:15-2:45 p.m.

Setting Tangible Key Performance Indicators for Your Big 3 Initiatives

2:45-3:00 p.m.

Networking Break

3:00 - 3:45 p.m.

Use Twitter to Gain a Competitive Edge in Media Relations

3:45 - 4:15 p.m.

Launch Successful Games and Contests on Facebook, Twitter and Pinterest

4:15 - 4:45 p.m.

Networking Reception

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Regular Rate
Per Person   $895
Group of two or more   $845
2 Day Package (SEO Workshop: 8/8 Conference: 8/9)
Per Person 

2 Day Package (SEO Workshop: 8/8 Conference: 8/9) Group


Group = Two or more from the same company. Group price is per person.

Register Now

Contact Saun Sayamongkhun at

Sponsored by:



What we'll cover:

8:30-8:45 a.m.

Opening Keynote Presentation: The Big Picture on the Big 3

In this opening session, you'll get the inside scoop on new business developments at Facebook, Twitter and Pinterest, and on how those new directions will transform the platforms and create new opportunities for communicators to engage their audiences.

Jon Swartz
Technology Reporter
USA Today

8:45-9:15 a.m.

Must-Have Social Tools for Your PR Toolbox

There are some tools that all PR pros must have to manage their social media programs efficiently—and the good thing is not all of these tools have a price tag. Learn which social media dashboards are best at managing all of your social platforms and which activation platforms are best at enabling PR pros and marketers to motivate audience participation in polls, discussions, product trials and more. 
In this session you'll learn:

  • How these must-have social tools can help you manage your time more efficiently
  • Which free dashboards are best at managing all of your social accounts
  • Which dashboards are best for maximizing multiple Twitter accounts
  • When it makes sense to upgrade to a paid social media dashboard
  • How to use social dashboards in a crisis
  • How to use social activation platforms to engage social influencers in niche audiences
  • Which activation platforms are best at encouraging advocate-driven content and conversations across Facebook, Twitter and Pinterest

Brad McCormick
10 Louder Strategies

Nick Cifuentes
Director, Global Social Media

9:15-10:00 a.m.

Pin for Success: How to Engage Your Audience with Pinterest 

Pinterest, the two-year-old image-based network, is now the third-most-popular social network in the world. It drives more referral traffic on the Web than Google+, YouTube and LinkedIn combined, and 79% of Pinterest users rate themselves as more likely to purchase an item seen on Pinterest than one seen on Facebook. Food, fashion and media brands have notably tapped into Pinterest's rapid growth and ability to drive sales, but brands of all kinds can leverage its power. This case-study-driven session will give you the soup-to-nuts story of how different brands found new and passionate audiences on Pinterest.
In this session you'll learn how to:

  • Set up a Pinterest account and create boards
  • Drive traffic from Pinterest to your Web site
  • Write pin descriptions and use hashtags to drive repins
  • Use the $ sign and numerical values to drive traffic
  • Promote your presence on Pinterest on other social media channels
  • Repin other sites to increase reach
  • Share your boards to attract contributors
  • Drive sales by linking to owned e-commerce sites
  • Encourage users to share their tastes/interests with your brand

Callan Green
Senior Social Media Specialist

Staci Perkins
Senior Director, Marketing & Communications
Dave Thomas Foundation for Adoption

Claire Tindall
Brand Manager
Crocs Inc.

10:00 - 10:15 a.m. 

Networking Break

10:15-11:00 a.m.

Proven Twitter Tactics to Gain and Retain Followers

Refresh your Twitter engagement strategies by learning how consumer, b2b brands and nonprofits are successfully growing their legions of Twitter followers—and keeping the ones they already have. Our Twitter experts will share best practices you can put into practice immediately to grow your following—from tech tips like linking to your Twitter profile from your other social media accounts and smartly applying the use of hashtags, to content tips like adding links that your audience will respond to and replying to your followers in an authentic voice.
In this session, you'll learn how to:

  • Experiment with different kinds of tweets to learn which ones are likely to be retweeted and inspire engagement
  • Research keywords and hashtags to find followers who will engage with your brand
  • Find and comment on conversations related to your brand
  • Use direct messages with your followers to build brand trust and loyalty
  • Create goodwill by recognizing your new followers and brand advocates
  • Integrate Twitter with Web metrics and your overall content strategy
  • Leverage Twitter during a crisis to cement brand loyalty


Amy Gilmer
Social Media Manager
Stella & Dot

Krisleigh Hoermann
Community Manager
American Heart Association

Lindsay Kniffin
Community Manager, Global Corporate Communications

11:00-11:45 a.m.

Facebook's Top Developments and Features for PR Pros

It's been a busy year for Facebook (and not just because of the IPO)—it launched Timeline brand pages, promoted posts for brand pages, the Reach Generator paid ad product and its revamped ad platform. This session will show communicators how to leverage each of these free and paid developments for their organizations. You'll learn how to tell your brand's story on your Timeline, how Facebook's relaunched ad platform blurs the line between paid and earned media, how to boost the reach of a page post with Reach Generator, how to leverage Facebook's new "People Talking About This" metric to measure engagement and more.
You'll learn how to:

  • Curate company history and milestones for your Timeline brand page
  • Understand how Timeline affects the news feed
  • Create customized tabs to engage users
  • Use promoted posts to display posts more prominently in news feeds
  • Use Facebook's ad platform to extend the distribution of the content that attracts the most engagement
  • Identify which content is most effective for ads
  • Leverage Facebook's mobile ads
  • Use Reach Generator to amplify your most engaging posts
  • Measure engagement with the "People Talking About This" metric

Joe Ciarallo
Vice President, Communications
Buddy Media

Dan Gould
Manager of Digital Public Relations

Samantha Willems
Brand Marketing Manager
Old Navy

Susan Chang
Senior Social Media Manager

11:45-1:00 p.m

Luncheon and Keynote Presentation

Network with your peers and make new connections during this luncheon, which will feature a thought-provoking keynote presentation by Shel Israel, author of Twitterville and Naked Conversations - How Blogs Are Changing the Way Businesses Talk With Customers.

Keynote Presentation: The Age of Context
Even as many brands are just beginning to integrate social media across their organizations, big changes in technology and social platforms are on the horizon. In this keynote presentation, Shel Israel, who writes The Social Beat blog for, provides insight into the driving forces behind these changes and what communicators can do to adapt to them.

Shel Israel
Twitterville and Naked Conversations - How Blogs Are Changing the Way Businesses Talk With Customers

1:00-1:45 p.m.

Resource Management Clinic: Manage Your Team, Time and Budget for Social Media Success

Regardless of your own digital expertise, it can be a challenge to lead a communications team on multiple social media platforms and stay within budget. In this hands-on, interactive clinic, Big 3 Conference attendees will be presented with three mock scenarios and will work in groups to create staffing, budgeting and scheduling plans. These plans will be shared with all attendees, and the clinic leader will add his insights and lead Q&A sessions.
You'll learn how to create resource management plans for:

  • Responding to a crisis on Twitter
  • Revamping a brand's Facebook strategy
  • Exploring emerging platforms like Pinterest on behalf of senior leaders or a client

Dallas Lawrence
Chief Global Digital Strategist

1:45-2:15 p.m.

How to Avoid the Legal Land Mines of the Big 3

Advances in the use of social media for PR and the rapidity of information flow through all digital channels leaves PR practitioners and their organizations open to charges of copyright infringement and other legal issues. In this session we break down the risks inherent in using Pinterest, Facebook and Twitter, including important regulatory issues that may affect your initiatives; intellectual property and fair use issues; and the threat of lawsuits and how to avoid them.

In this session, you'll learn:

  • Who owns user-generated content posted on Twitter and Facebook
  • How to differentiate the legal issues of trademark and copyright
  • The scope of liability of material posted by organizations
  • How to comply with the rules of contests on games on Facebook and Twitter
  • How to credit sources of images that you pin on Pinterest
  • How to protect your brand's images from copyright infringement
  • How to decipher Pinterest's revised terms of use
  • How to craft media policies that will help protect your organization against liability

Allison Fitzpatrick
Davis & Gilbert LLP

2:15-2:45 p.m.

Setting Tangible Key Performance Indicators for Your Big 3 Initiatives

Developing a social media measurement strategy can be a challenge for PR pros trying to convey the value of likes, followers, reach and engagement to senior management. One of the best approaches to proving value is by defining key performance indicators (KPIs). Unlike the often fuzzy concept of ROI, establishing KPIs for your measurement program will clarify which digital metrics to measure and provide clear, concise stats needed to convince data-driven C-level executives that your social media efforts are driving the business needle. In this session, measurement experts will show you how to establish KPIs for Facebook, Twitter and Pinterest that are tied to your organization's business objectives.

In this session you'll learn how to:

  • Align your social media activity with your organization's business objectives
  • Determine if likes, followers and pins are being converted into leads, customers or sales
  • Determine which content is working and adjust strategy accordingly
  • Focus on strategic business outcomes rather than PR activity
  • Demonstrate PR's contributions and value to the bottom line
  • Present the results of your social media activity concisely to senior management using the metrics that matter to them most

David Anderson
SVP and Head of Digital
Shine America


Maria Poveromo
Director, Social Media



2:45 - 3:00 p.m. Networking Break

3:00 - 3:45 p.m.

Use Twitter to Gain a Competitive Edge in Media Relations

More than 90% of journalists use Twitter or another social media platform as part of their job, and 85% of journalists say they welcome PR contact through their Twitter profiles—so it's clear that Twitter has come of age as a media relations tool. This session will show you how to best use Twitter to make all of your media relations initiatives more successful, forge new connections with media pros and strengthen your existing ties. You'll learn how to provide a clear description in your Twitter profile so media professionals will know they've found the right contact, use Twitter to build working relationships with journalists, pitch stories on Twitter, use direct messages to move a conversation to e-mail or to the phone and make Twitter an organic extension of your media relations strategy.

You'll learn how to:

  • Identify and engage with influential media professionals on Twitter
  • Determine when and how to engage with media pros directly on Twitter
  • Decide when it's proper to pitch journalists on Twitter
  • Cultivate relationships with journalists
  • Avoid Twitter tactics that turn off media pros, like mass-tweeting the same pitch
  • Integrate Twitter with traditional media relations tactics
  • Measure the ROI of your media relations efforts on Twitter

Chris Metinko
Media Relations Specialist
Business Wire

Walter Neary
Public Relations Director, Washington State

Laura Perry
Director, Communications
UCLA School of Nursing

3:45 - 4:15 p.m.

Launch Successful Games and Contests on Facebook, Twitter and Pinterest

Launching contests and games can be a great way to rapidly increase your fan and follower base and even get media coverage for your brand. This session will show you how to leverage games or launch contests on Facebook, Twitter and Pinterest to build an audience and inspire engagement. You will hear successful case studies and get step-by-step directions in how to determine what kind of contest or game is right for your audience, how to execute your contest and how to stay in compliance with a platform's games and contest guidelines. You'll walk away with fresh ideas to build upon the success of your digital strategy and keep your new fans and followers engaged.

In this session, you'll learn how to:

  • Use Facebook's promotions app to create contests, sweepstakes and games
  • Use crowdsourcing techniques to determine which kind of contest would be right for your audience
  • Launch and execute a successful contest using Twitter hashtags
  • Drive people to your Web site with contests and promotions—and vice versa
  • Create an advertiser campaign on Pinterest
  • Measure the results of your contests
  • Comply with the rules for contests and games on Facebook, Twitter and Pinterest

Jon Bird
Creative Manager for Social Media
American Airlines


Shannon Greevy
Social Media Communications Strategist        


4:15 - 4:45 p.m. Networking reception 

Join us for cocktails and hors d’oeuvres to cap off a great day of learning and networking. Pick up your attendance certificate, exchange the last round of business cards and mark your day at the Hyatt Regency San Francisco as an expert in the Big 3 social networks!


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Who Should Attend?

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

  • Audience Development
  • Brand Marketing
  • Business Development
  • Community Relations
  • Corporate Communications
  • Crisis Management
  • Digital and Social Media
  • Employee Communications
  • Fundraising
  • Human Resources
  • Information Technology
  • Lead Generation
  • Marketing
  • Marketing Communications
  • Measurement
  • Media Relations
  • PR Budget Creation/Management
  • Public Relations
  • Public Affairs/Issues Management
  • Publicity
  • Research & Analysis
  • SEM/SEO Management
  • Social Media
  • Video Production
  • Web Marketing
  • Word of Mouth Marketing

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PRSA Accreditation:

PRSA APR Accreditation Maintenance Credits Approved: 1.0 Registrants that are Accredited by PRSA need to keep track of their points and submit their activities every three years. Please keep a copy of the event description with the date/time listed and submit when you are required to.





Registration Fees:

Regular Rate
Per Person   $895
Group of two or more   $845

2 Day Package (SEO Workshop: 8/8 Conference: 8/9)
Per Person 



2 Day Package (SEO Workshop: 8/8 Conference: 8/9) Group



Group = Two or more from the same company. Group price is per person.

Register Now

Contact Saun Sayamongkhun at


Location/Hotel Room Block/Questions:


Conference Location: 
Hyatt Regency San Francisco

5 Embarcadero Center
San Francisco, CA 94111

 >>Hotel Room: Hyatt Regency San Francisco.
Go here to book your room.  

>>Local San Francisco Attractions

If you'd like to register by phone or have questions regarding the program, please contact Saun Sayamongkhun at

Justification Letter to Attend:

The PR News Big 3 Conference will help you discover and implement ideas that deliver results. It will train you to search for innovative solutions. It will provide opportunities to make valuable connections with other PR and communications professionals who have solutions you need. And, it will prepare you for the road ahead.

You probably already recognize the value of attending this conference, and we’d like to offer some assistance to help you convince your supervisor and organization to approve the costs. Download the “Justification to Attend” letter—everything you need to present your business case. The template is simple to fill out and drop off with your supervisor for approval.

Download Editable Word Doc.


PR News' Certificate in Social Media:

Earn 8 points toward your PR News Certificate in Social Media
Get 32 points (4 PR News digital/social media conferences) and you'll become a PR News Digital PR Master!

About the PR News Certificate in Social Media: The Certificate in Social Media is a new program offered by PR News in response to a growing need by PR professionals like you to prove your worth and knowledge within your organization, among your peers and to your business partners. Being a digital leader today means constantly staying ahead of the curve and gaining the requisite knowledge and tools to execute smart and effective digital communications initiatives. By attending PR News' Digital PR/Social Media Conferences, you can do both.

Each PR News Digital PR/Social Media conference you attend will come with points toward your Certificate in Digital PR. Once you attend 4 PR News conferences within a 24-month period, you will earn your Certificate and become a PR News Digital PR Master. This elite group of PR Professionals, PR News Digital PR Masters, will receive industry recognition as being one of the top Digital PR Pros. PR News will honor an annual class of Digital PR Masters at one of its signature events. As a PR News Digital Master, you will also receive exclusive benefits, such as discounted rates on all PR News products and events.

There is no additional fee to earn points or to receive your Certificate. It is the goal of PR News to provide this one-of-a-kind opportunity to our PR community while raising the bar on digital communications excellence and showcasing top talent in this key area of PR.

PR News holds a minimum of 3 conferences each year focused on Digital PR and Social Media. Simply attending these conferences (and learning while you’re there!), you will receive 8 Points toward your Certificate in Social Media.

Each registration comes with the materials provided by the speakers and a personalized certificate of completion for attending the PR News Facebook Conference.

Testimonials from Past PR News Conferences:

  • This was a great event.  Not only were the speakers knowledgeable and engaging, but the attendees were awesome.  And networking was great! --Communications Manager, CIGNA

  • My favorite speakers were Eliason, McCormick, Miller, Perkett and Roth.  Great content; great presenters. – Media Relations Manager, ACT

  • I thought it was incredibly relevant to the audience.  I walked away with several key ideas that I can’t wait to implement on my clients behalf. – Chief Public Affairs Officer, Clemson University

  • Great topics. Good variety. -  President, Andrea Obston Marketing Communications

  • It was a fantastically event, and many of the strategies delivered today will inform our company’s social media policies moving forward. – Online News Producer, Education Week

  • Very good, well organized. – Director eRecruitment & Social Media, Sun Life Financial

  • Great conference, speakers and venue!! Loved the clean, candid approach of all speakers towards the challenging environment of social media. -External Relations, US Operations and Marketing North America, Procter & Gamble

  • I thought it was a wonderful event and I learned a great deal. It was an incredibly valuable seminar. 
    -VP of Marketing, Retirement Living TV

  • I was also so impressed with the overall event. The quality of the presentations was top-notch, and the ability to network with like-minded people during the breaks and at lunch was invaluable. -Director, Global Media Relations, SAP AG

  • This was one of the best conferences I've ever attended. - Social Media Manager, Nautica

  • I learned more in one day than I've learned all year! -Director, New Media, American Heart Association

  • Fantastic keynote. The energy was perfect for a mid-day pick-me-up. Loved that PR is so well represented - rarely the case at other social media conferences. -Executive Director, PR & Communications, Jackson Spalding

  • Great information and speakers. -E-Marketing Specialist, Ruud Lighting, Inc.

  • Extremely helpful program and I learned a lot. -CEO, Alongi Media Solutions

  • Wonderful and insightful event in which I would like to have my entire team participate, including some clients. -Account Executive, Digital Brand Architects

  • Great event! I'm taking away valuable information and am excited to put the new knowledge to use! Well executed. Thanks! -Communications and Organizational Effectiveness Analyst, Hostess Brands, Inc.

  • Fantastic and inspiring! -Program Marketing Manager, Pacific Gas & Electric Company

  • Very helpful ideas that I will be able to use right away. Thanks! -Staff Services Manager, CalPERS

  • Great speakers. -General Manager, KXLY Radio Group

Register Now

Sponsorship Information :

Presented by PR News, this conference offers a limited number of sponsor and exhibitor opportunities to connect with these communications professionals. To find out how to become a sponsor, contact Diane Schwartz, SVP & Group Publisher, PR News at or 212-621-4964.


Meet Our Sponsor:


About PR News:

The PR News family of products includes the weekly publication PR News, PR News Webinars and Workshops, the Platinum PR Awards, PR People Awards, CSR Awards, Nonprofit PR Awards, The 100 Best Case Studies Book, Guidebook to Best Practices in CSR, Guidebook to Best Practices in Measurement, Digital PR, Crisis Management and Media Training Guidebooks and PR News Webinars.