Wednesday, Oct. 4

8–10 a.m.

How to develop an editorial process that works for mobile, web, email and social media

So many channels to fill, so little time. That’s the constant lament of digital communicators who want to publish stories for their audiences in multiple formats on many platforms. But how do you deliver the best content to the right channels? The answer is the “News Desk,” an editorial process that assembles communicators across disciplines (PR, marketing and internal comms) to plan, execute and deliver great content. In this session, veteran journalist, teacher and communications guru Jim Ylisela will show you how to apply the news desk concept to the content needs of your organization regardless of your industry, the size of your staff or the level of their skills.

In true journalistic style, this 90-minute session will reveal:

  • Who should sit on your news desk—and each person’s roles and responsibilities
  • What topics and stories lend themselves to multiple formats and channels
  • When the news desk should plan, publish and distribute digital content
  • Where your stories should land—and where they should go first
  • Why some stories work better in some digital channels than others
  • And how to set up an editorial process that eliminates random posting, content chaos and an uneven publishing schedule
Ragan Consulting
Read bio
10:15 a.m.–12:15 p.m.

360-degree crisis communications: Work with internal comms, PR and marketing to create a shatterproof plan

In a world dominated by social media, hot takes and viral videos, an organization’s reputation is always vulnerable. Planning is the only way to ensure you’ll respond effectively. But many organizations create crisis communications plans that fail to include crucial elements, setting themselves up for failure when a crisis hits. Nick Lanyi has helped Fortune 500 organizations, trade associations and major nonprofits plan for and confront crises. He’ll share the essential steps to developing a truly comprehensive crisis communications plan—including engaging with and accounting for internal stakeholders. He’ll also provide practical tips and fun exercises to get you started on a better, more comprehensive crisis plan.

He’ll show you how to:

  • Focus your plan on the most relevant risks and audiences
  • Ensure that your organization puts its best values front and center in the face of any crisis
  • Marry your external and internal crisis communications plans
  • Set up key stakeholders as spokespeople and allies
12:15–1 p.m.

Lunch (provided on site)

1–5 p.m.

Improv fundamentals for creative thinking and adaptive storytelling

Improvisation is the art of creating scenes based on audience suggestions. The performers at Second City take the material they’ve improvised onstage and craft it into scripted scenes using storytelling techniques. Many of the tools that are successful onstage have applications offstage—specifically in the business world, in terms of both creative thinking and storytelling. This highly interactive session will introduce participants to the foundations of improvisation and teach them how they can improve both creative thinking and telling stories.

You’ll learn how to:

  • Listen and respond like an improv actor to establish a framework of collaboration
  • Foster creative thinking by separating the generation and editing stages during the creative process
  • Use the “Yes, and …” technique to start from a place of abundance when crafting stories
  • Apply simple story structure to turn data into compelling stories
  • Make stories more engaging through the mindset of audience focus

Meet the Second City Works
From the world-famous Second City Theater, which gave us such famous comedic actors as Dan Ackroyd, John Belushi, Tina Fey, Amy Poehler, Steve Carrell and Steven Colbert, comes a team with a proven and innovative training methodology that builds skills while being interactive, engaging, and thought provoking.

For event information, contact Customer Service 800.878.5331, or