We will be webcasting Track 1 of this conference live. The webcast and all tracks will be available as an on-demand recording within seven business days after the event has concluded. You can purchase the webcast here: Purchase Webcast.
TRACK 3: Social Media Best Practices
Thursday, Oct. 4
Build communications that inspire action, build trust and bolster relationships
Outstanding leaders and communicators know how to connect with people through emotional storytelling and powerful messages. However, even the best executives and PR pros can break a sweat at the thought of addressing huge crowds to share their organizations’ visions, their own thought leadership, or the crisis response to rebuild a battered reputation. Words can be both leaders’ and communicators’ most powerful assets when shared thoughtfully and strategically. Using proven communications techniques, you can establish your expertise, quickly connect with those you address, and get your point across—whether on a page or on the stage.
Phil Spencer, executive vice president of Gaming at Microsoft, will join story strategist to the C-suite and novelist Justina Chen to discuss how they tackled the challenges of crafting effective communications and show you a look inside their collaboration and creative processes. In this fireside keynote moderated by Xbox chief-of-staff Catherine Gluckstein, you’ll learn how to get flex your storytelling muscles, get your brainstorming and creative juices flowing, and push through plateaus and public speaking discomfort to achieve your breakthrough moment—no matter the stage.
Driving internal communications, inclusion and careers in tech organizations
Internal and employee communicators are typically familiar with the basics of crafting communications plans, creating content, measuring results and developing crucial relationships. Do the same approaches apply when it comes to technology organizations, especially with today’s focus on transparency and culture? Sara Brown, head of internal communications for Facebook’s Augmented and Virtual Reality teams, will walk you through the typical tech communications lifecycle and share tech-centric best practices for growing your skills and career along the way.
- Best practices for communicating across global technology organizations
- How to promote diversity and inclusion with every communications plan
- Key metrics for gauging impact
- Tips for sharpening your skills and improving relationships
Transform your workplace communications to foster engagement, connections and more
As the modern communications continue to undergo transformations with digital trends and best practices, it’s increasingly clear that people are organizations’ most important assets. No matter your industry or organization, your employees can greatly affect your communications and branding efforts, and be a powerful driver of your culture, mission and values. Though today’s workforce thrives in an environment of collaboration and engagement, current research shows that an astonishingly high percentage of full-time employees are disengaged at work.
In this special keynote session, you’ll learn how to improve employee engagement and empower people in your workplaces with technology, including artificial intelligence to make your communications more human. Using Microsoft’s internal transformation as an example, communications leaders will explain why employee engagement is crucial to your organization’s success—and why now is the time for a new culture of empowerment, where conversations and connections are nurtured and sustained—and your talent experience is purpose-built to enable employees to deliver on your brand’s promise.
Friday, Oct. 5
Using digital tools, channels and strategies to boost employee communications
Your employees are a crucial element of your organization, its culture and communications efforts, so sharing news, announcements and other messages with them should be more than dumping your messages onto an intranet channel or in an email. Liz Freeman, head of employee communications for Expedia Group, has worked to establish the company’s rebrand, aligning and exciting thousands of global employees around a new vision and purpose. In this session, she’ll share how doing so is possible by focusing on workers and looking through a consumer lens to deliver messages that resonate and build loyalty.
- How to best reach employees across your organization, including non-desk and remote workers
- Best practices that can help you effectively communicate organizational changes along with your mission and vision
- Ways to use livestreaming to boost executive communications
- How to apply the “cat video” test to internal content and intranet efforts
- Takeaways for effectively instilling your brand identify and voice into employee communications—while still touting transparency and culture
Take a risk: How Wendy’s ditched traditional tweets to embrace snark—and win
Wendy’s has gained a reputation—along with a large following of brand advocates—for dishing out sass as fast as it serves its customers burgers and fries. The fast-food chain’s not only holds the most-retweeted tweet in history (#NuggsForCarter), its famous Twitter quips have attracted the attention of consumers, reporters and other brand managers, often resulting in headlines and funny Twitter conversations, as well as increased engagement. However, Wendy’s wasn’t always as quick on their feet. Its traditional approach to social media was shed in favor of taking risks—and you can do the same with your online strategy. Christina Miller, connections director of social strategy, and Chris Corley, executive creative director, for the Wendy’s account at VML, will share the organization’s secrets to Twitter success—along with how you can spice up your Twitter presence (even if you take a decidedly less-snarky approach).
- How to take more risks with Twitter content—and how they can help you win brand loyalists
- Tips for developing an online strategy based on consumer responses
- Ways to creatively approach social media engagement—but stay true to your brand voice
- How to entertain followers, but balance the sass with outstanding customer service
- Secrets for social media success—no matter if you’re slinging burgers, insurance or executive communications
Media relations in the face of tragedy: How Orlando Health responded to the Pulse nightclub mass shooting
At 2 a.m. on Sunday, June 12, 2016, Orlando, Florida became the site of one of the worst mass shootings by a single gunman in United States history. Forty-four victims were brought to Orlando Health’s Orlando Regional Medical Center, home of the area’s only Level One Trauma Center. The crush of press soon followed.
PR pros must be ready to respond to crises like this at any time, especially in today’s 24/7 news cycle where traditional news coverage meets staggering internet engagement statistics. Kena Lewis, director of public affairs and media relations for Orlando Health, will walk you through the timeline of events on that fateful day and discuss how the hospital’s media relations team responded to the massive news media presence. She’ll share elements of the hospital’s comprehensive crisis communications plan along with how you can train both your employees and work with stakeholders to quickly communicate your organization’s messages, stories and values—while following proper protocol and privacy procedures.