Nxt.pr
Public Relations in the New Media World
PRSA Southwest District Conference
April 9-11, 2008 * The Peabody Little Rock * Little Rock, Ark.
This year’s district conference is set to offer public relations professionals some exciting keynotes and break-out sessions on how to thrive in today’s fast-moving new media world. Of course, we’re all about fun too, so there will be plenty to do as you get a taste of “The Rock” while in town.
Click here for a PDF of the conference brochure
WEDNESDAY, APRIL 9
Conference Details
1-5 p.m.
APR Preparation Course
Grampas Room, The Peabody Little Rock
Bruce Trimble, APR, Vice President of Marketing for Research Solutions
Advancing your career is a matter of developing the knowledge, skills and abilities that business leaders demand of public relations practitioners. Earning the APR (Accredited in Public Relations) signifies that you have demonstrated competency as a public relations professional. This presentation will outline the material covered in the examination as well as provide study methodologies and tips on passing your readiness review. ($100 registration; See registration page)
1-5 p.m.
PRSSA Pre-Conference Session
Chicot Room, The Peabody Little Rock
Please join us for this exciting seminar just for PRSSA students! This is a great opportunity to meet professional practitioners from all industries to discuss important skills and tips for obtaining a public relations position in the new media world. For more information, please contact Heide Pingley at hpingley@delta-trust.com or call 1-800-831-3587. ($25 registration if purchased without a conference registration; contact Heide for more information. PRSSA registrants please note: If you purchased a conference package, the PRSSA pre-conference session is included in your payment.)
12-7 p.m.
Conference Registration Open
Mezzanine Level, The Peabody Little Rock
Stop by to register and pick-up a schedule, nametag and your conference toolkit. Also, sign-up for Dine-Around-the-Town here. Visit our exhibitor booths.
5-7 p.m.
Welcome Cocktail Reception
Riverview Room, The Peabody Little Rock
Join your fellow conference attendees as we kick off this year’s Southwest District Conference with some cocktails and light hors d’oeuvres. Enjoy spectacular views of the Arkansas River and the North Little Rock skyline. Hosted by the Little Rock Convention and Visitors Bureau.
7 p.m.
Dine-Around-the-Town
The Peabody Lobby Fountain
Meet members of the Arkansas PRSA chapter as they take you to some of their favorite dinner hot spots.See below for a list of options, and be sure to indicate your preference when registering (or sign up that day at the registration desk).
Benihana Steakhouse Restaurant; Wyndham Riverfront; North Little Rock; Japanese Steakhouse & Sushu Bar; Moderate-Expensive; www.frankfletcher.com/benimain.html
Bill Valentine's Ballpark Restaurant; 400 W. Broadway; North Little Rock; Italian; Moderate-Expensive; www.travs.com/dickey/billval
Bosco's; 500 President Clinton Avenue; Little Rock; Sandwiches, Salads, Pizzas & Grilled Plates; Moderate; www.boscosbeer/littlerock/dinner_menus/main.htm
Cajun's Wharf*; 2400 Cantrell Road; Little Rock; Seafood/Cajun; Moderate-Expensive; www.cajunswharf.com/restaurant.aspx
Copper Grill & Grocery; 300 Third Tower; Little Rock; Eclectic; Moderate-Expensive; www.coppergrillandgrocery.com/menus.aspx
Riverfront Steakhouse; Wyndham Riverfront; North Little Rock; Steakhouse; Expensive; www.frankfletcher.com/steakhousemenu.html
Rumba; 300 President Clinton Avenue; Little Rock; Cuban/Mexican; Bargain-Moderate; www.littlerock.about.com/od/restaurantreviews/fr/aarumba.htm
Velo Rouge Brasserie; 225 E. Markham; Little Rock; Moderate-Expensive; www.lrfoodies.wordpress.com/2007/11/28/velo-rouge-brasserie-restaurant-review
Vermillion Water Grille; 200 Commerce Street; Little Rock; Seafood; Moderate-Expensive
*Shuttle provided.
THURSDAY, APRIL 10
Conference Details
7 a.m.-5 p.m.
Conference Registration Open
Mezzanine Level, The Peabody Little Rock
Stop by to register and pick-up a schedule, nametag and your conference toolkit. Visit our exhibitor booths.
7-9 a.m.
Continental Breakfast
Foyer C, The Peabody Little Rock
Grab a bite to eat and that much needed coffee. Network with colleagues before and after breakout sessions. Surf the Web, take those important calls or just sit and relax.
8-9 a.m.
Southwest District Board Meeting
Grampas Room, The Peabody Little Rock
9-10 a.m.
Opening Keynote
Salon C, The Peabody Little Rock
Duncan Wardle, Vice President of Global Public Relations for Disney Parks, Orlando, Fla.
The world of communications is currently being turned upside down. Consumers now have an increasing ability to screen out brands they no longer perceive relevant to their current lifestyle. They also want direct relationships with brands that can only be built on dialogue and trust. Duncan’s presentation seeks to demonstrate how the PR industry must adapt to embrace this new world of social media using examples he and his team have recently embarked on at Disney Parks.
10-10:15 a.m.
Break
Foyer C, The Peabody Little Rock
Learn more about Little Rock. Talk with colleagues. Grab some refreshments. Or just rest and surf.
10:15-11:15 a.m.
Breakout Session 1
Conway Room, The Peabody Little Rock
Jim Haynes, APR, Fellow PRSA, QuickSilver Interactive Group, Dallas
“iWriting Techniques”
Writing for Internet and intranet sites, as well as blogs, requires a different mindset for writers. More often, public relations professionals find themselves writing for digital media. Learn how and why writing styles differ from those for other media. Haynes will share good and not-so-good examples of writing techniques; participants will complete two brief writing exercises.
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Breakout Session 2
Grampas Room, The Peabody Little Rock
Adam Broitman, Director of Emerging and Creative Strategy, Morpheus Media, New York City
“How We’re Found Makes Us Who We Are (Life at the Cross Section of Public Relations and Search Engines)”
Search engines have disrupted many industries in the 21st century. The public relations industry is no stranger to the disruptive nature of companies such as Google and Yahoo. Never before has corporate identity and reputation management been so heavily dependent on technology. Adam will teach participants how to devise corporate communications strategies that leverage search engines and other common tools of the interactive space.
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Breakout Session 3
Chicot Room, The Peabody Little Rock
Adam Denison, Coordinator, Social Media Communications, General Motors Corp., Detroit
“Employee Engagement”
Learn about General Motors' use of social media in the company's aggressive internal communications strategies. Denison will discuss how the company has used executive and employee blogs, wikis and other social media tools to more effectively communicate with employees.
11:30 a.m.-1 p.m.
Luncheon Keynote
Salon B, The Peabody Little Rock
Richard Edelman, President & CEO, Edelman, New York City
As president and CEO of the world’s largest independent public relations firm, Richard Edelman oversees 3,000 employees in 50 offices worldwide who implement leading strategic public relations campaigns for some of the world’s largest companies. Recently named “The Most Powerful PR Professional” by PR Week, Richard’s speaking engagements are not to be missed.
1:15-2:15 p.m.
Breakout Session 4
Conway Room, The Peabody Little Rock
Jill Westfall
“The Future of Communications”
Explore new trends in the media and how they affect the world of public relations. How has information gathering changed over the past 10 to 20 years? How do you pitch a story, today, for a cover of a national magazine? What are the key differences, today, in how national and regional/location publications work? How have their methods of information gathering evolved differently? If you’ve pitched a story to a national magazine and heard nothing, what should you expect? Get the inside scoop on how it all works, how people become recognized experts by the media and how publications are adjusting to today’s highly-competitive marketplace. Understand how these changes impact the ways in which reporters now work. You will discover which reporters to invest time in, which are time swamps and how to capitalize on opportunities that many publicists miss. You’ll learn how to read the tea leaves of ever-evolving formats and understand how different media outlets now promote each other.
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Breakout Session 5
Grampas Room, The Peabody Little Rock
Chris Brogan, Vice President of Strategy and Technology, CrossTechMedia
“A Simple Recipe for Poison: Dangerous Social Media and Networking Advice”
People keep telling you to dive into blogging, social media, Twitter and Facebook, and you’re diving. You're truly diving! But what's working? What’s not? How is this all tied into your larger plans for raising awareness and value for your clients? Join Chris in a fiercely interactive conversation with examples, some new tools for your toolbox and a plan to integrate all this into a strategy you can implement today.
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Breakout Session 6
Chicot Room, The Peabody Little Rock
Toby Bloomberg, President, Bloomberg Marketing, Atlanta
“What’s Old is New Again: Building Corner Grocery Store Relationships with Social Media Marketing
Once upon a time, influencers in a community were shop keepers. They not only passed on information but impacted behavior. Fast forward 100 years, add technology to the mix and we find that social media content providers – bloggers, podcasters, vloggers and online community members - are taking on that role. Through case studies, best practices and interactive conversations, this session will explore how to reach out to these new influencers and how social media can be integrated into a public relations strategy.
2:15-2:30 p.m.
Break
Foyer C, The Peabody Little Rock
Talk with colleagues. Grab some refreshments. Visit the ducks. Or just rest and surf.
2:30-3:30 p.m.
Breakout Session 7
Conway Room, The Peabody Little Rock
Benson Hendrix, Public Relations Specialist, University of New Mexico, Albuquerque, N.M.
“Machine Gun Your Audience with Social Media”
It's the "in" thing in communications. The growth of social media tools in the past five years has enabled organizations, companies and individuals to become their own media outlets - getting their messages to select audiences beyond the filter of the conventional media. Hendrix will highlight social media tools (blogging, podcasting, online Webcasts and social networks). Learn the benefits and precautions of using these tools and determine which tools are best for your organization or client. Also, learn best practices in monitoring these networks to minimize crises.
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Breakout Session 8
Grampas Room, The Peabody Little Rock
Linda Zimmer, President and CEO, MarCom: Interactive, Orange, Calif.
“Social Media Relations”
The expanse and fragmentation of media means we have to reformulate our media relations strategies. Bloggers, citizen and "new age" journalists, social networks, podcasts and YouTube - all media we need to include, monitor and measure. Learn what the new channels are and how to decide which to include in a communications strategy, and take home some handy tools to use for measurement.
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Breakout Session 9
Chicot Room, The Peabody Little Rock
Nancy Bauer
It’s no secret that reaching the Baby Boomer woman is much like finding the holy grail. Among the ever-growing population of Baby Boomers, women not only outnumber men, but they also influence as much as 80 percent of household purchasing decisions. Reaching the Baby Boomer woman is on the minds of every marketer and public relations practitioner. With her more than 25 years of experience, Nancy Bauer will give you tips on how best to reach this coveted group.
5-6:30 p.m.
Guided Tours of the William J. Clinton Presidential Center
Clinton Library (on the trolley route)
The William J. Clinton Presidential Center, situated on the banks of the Arkansas River in a beautifully landscaped public park, is one of the largest attractions in Arkansas. The Center, while working to support the many global initiatives of President Clinton’s foundation, is the permanent home to the largest presidential archive in American history. Bob Sells, APR, Fellow, (and former PRSA Southwest District Chair) and his wife Georgia, who are both long-time volunteers of the Center, will conduct a private tour especially for our group. With an interactive exhibit, 20,000 square feet of exhibit space - complete with a full scale replica of the Oval Office and Cabinet Room - the Center provides an exciting and educational experience for visitors. We’re sure you’ll be fascinated by this national landmark.
Tour admission is $3.
6:30-8 p.m.
Cocktail Reception
Great Hall, William J. Clinton Presidential Center (trolley provided)
Join us in the Great Hall for cocktails and scrumptious hors d'oeuvres as you catch up with old friends and make a few new ones. The Great Hall offers sweeping views of the Little Rock skyline and the Arkansas River.
8 p.m.-?
Enjoy dinner on your own and the fun nightlife of the nearby River Market District. Stop by the registration table (7 a.m.-5 p.m.) for tips on dinner and entertainment.
FRIDAY, APRIL 11
Conference Details
7:30-11 a.m.
Information Table Open
Mezzanine Level, The Peabody Little Rock
Stop by to register and pick-up a conference schedule, name tag and goody bag. Visit our exhibitor booths.
7:30-9 a.m.
Continental Breakfast
Foyer C, The Peabody Little Rock
Grab a bite to eat and that much needed coffee. Network with colleagues before and after breakout sessions. Surf the Web, take those important calls or just sit and relax.
8:30-9:30 a.m.
Breakout Session 10
Hoffman Room, The Peabody Little Rock
C.C. Chapman, Partner, The Advance Guard
“Connecting With Influencers Isn’t Magic”
An honest look at the right and wrong ways to approach bloggers, podcasters and other new media rock stars that you want to reach with your campaign. As someone who is on both sides of the fence, C.C. will share real-world examples that have worked (and failed) and best practices that you can start using immediately.
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Breakout Session 11
Manning Room, The Peabody Little Rock
David Neff, Director of Web and Interactive Strategy, American Cancer Society, Austin, Texas
“Online Social Networks and PR (Or How Frozen Peas Broke the Wall)”
David Neff will give participants a look into how the social semantic Web is finally coming into its own and how to break through the clutter and get your message noticed. As director of Web and interactive strategy for the American Cancer Society, David unlocked the power of the social network/community of Twitter to raise more than $10,000 in a month to help fight breast cancer.
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Breakout Session 12
Salon C, The Peabody Little Rock
Ed Schipul
"Social Media Optimization: Putting the Relations Back in PR"
By now, we all know about the various Social Media channels that are enabling individuals and organizations to join the online dialogue. Many PR professionals are diving in, but few really understand how their organization can derive the greatest benefit from blogs, wikis, podcasts, online videos and social networking. Optimizing the Social Media that connect groups of people who share similar tastes, interests, affi liations and agendas can be highly complex and inexact. Ed Schipul will discuss where to start and how to gain much-needed internal support for your Social Media efforts. His 'Four Pillars of Social Media Success' will help online communicators fi nd their true Social Media purpose and identify the Rock Stars within their organization to make their efforts a sustainable and powerful part of their PR strategy. You don't have to be a geek to be a smash hit in the Social Media world, so prepare for tips on using online tools to re-purpose your already great content online and promote your brand in exciting ways.
9:30-9:45 a.m.
Break
Foyer C, The Peabody Little Rock
Talk with colleagues. Grab some refreshments. Visit the ducks. Or just rest and surf.
9:45-10:45 a.m.
Breakout Session 13
Hoffman Room, The Peabody Little Rock
Sandy Alstadt, Director of Utility Communications, Entergy Services, Inc., Little Rock, Ark.
On August 29, 2005, Hurricane Katrina made landfall in southern Louisiana and virtually wiped out Entergy Corporation's headquarters in the city of New Orleans. Even before the storm swept across the costal areas of Louisiana and Mississippi, knocking out infrastructure and power to more than one million Entergy customers, the company put its emergency communications plan into action. With conventional communications networks destroyed, Entergy employed the use of "new media" technology to get messages out to employees, the public and the world.
Over the next several grueling months of rebuilding and recovery, Entergy's communications team learned first-hand how to capitalize on the advantages of new media technology and how to use it in tandem with conventional communications vehicles.
In this session you'll learn from Entergy Corporations' Communications Director Sandy Alstadt how her team was pushed by catastrophic circumstances to take a giant leap forward on the technology curve and successfully implement what was later recognized as a Silver Anvil Award-winning initiative in the wake of one of our nation's most devastating natural disasters.
·How Energy used "new media" to reach out to employees, locate them, instruct them and keep them informed.
·Combining use of new media and traditional media and when to use which.
·Entergy's development and use of the Web-based StormNet.
·Development and use of Entergy Radio – a broadcast on demand tool similar to a podcast
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Breakout Session 14
Manning Room, The Peabody Little Rock
Eric M. Morgenstern, APR, Fellow PRSA, President and CEO, Morningstar Communications, Overland Park, Kan.
Different isn't better, it's just different. In the past, businesses gained customer share by differentiating their products and services -- a reasonable marketing strategy, but not always relevant to customers. As a positioning strategy for success, "Think Excellence, Not Difference" helps participants determine how their target audiences define excellence. Armed with this insight, they can infuse a strategy of excellence into their communications, resulting in greater attraction and retention of the best customers, clients and employees.
The "Think Excellence, Not Difference" positioning strategy applies to all new media strategies and tactics and challenges communications professionals to transcend the constantly moving target of competitive differentiation and define their excellence.
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Breakout Session 15
Salon C, The Peabody Little Rock
Lucie Pathmann
Consumers and the media are no longer relying solely on traditional media sources as their information portals. Whether you call it social media or digital and emerging media, change is in the air. As responsible communications professionals, we must embrace this change if we are to authentically communicate with our respective target audiences. Lucie will discuss this industry-defining shift and what Alltel Wireless is doing to stay relevant with its 12 million plus customers, and in some cases, the more than 200 million wireless users nationwide.
