TRACK 2: PR for the Modern Communicator

Wednesday, April 4

8:15–8:30 a.m.

Welcome remarks with Mark Ragan, CEO, Ragan Communications

CEO
Ragan Communications
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8:30–9:30 a.m.
OPENING KEYNOTE

A fireside chat with Condé Nast: How to win readers and engage people

The PR and media relations landscape is changing. How can communicators adjust to ensure that their messages get heard? As the chief communications officer at Condé Nast, Cameron Blanchard has the responsibility of leading media relations, internal communications, corporate social responsibility and positioning strategies for a media organization that attracts millions of readers to its many publications, including The New Yorker, Allure, Wired, Vogue, Bon Appétit, Vanity Fair and more. In 2017, Condé Nast broke its audience records by reaching 113 million consumers across its publications in October, and saw mobile visitors increase to more than 91 million. What’s the secret to the media giant’s success—and how can you tailor those secrets to your own PR efforts? In this keynote fireside chat, Blanchard will share the lessons she’s learned, along with takeaways on growing PR and media relations trends—including managing crisis communications, finding and crafting engaging content, uncovering organizations’ stories and more.

Chief communications officer
Condé Nast
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11:30 a.m.–12:30 p.m.

Networking lunch

(provided onsite)

12:30–1:20 p.m.

Get to the point: How to identify and champion your most important messages

No matter your expertise, your communications efforts will fail without a clear, concrete point. A true point is a value proposition for which you can make a strong case. Identifying and conveying your point is a crucial factor for successful press releases, media alerts, speeches, blog posts, letters to the editor and more—and having one can help you on every platform you use. In this session, author and executive communication specialist Joel Schwartzberg will show you how to formulate and strengthen the points on which your pitches and other PR efforts rely.

You’ll learn:

  • How to develop meaningful points using one simple exercise
  • Tips to identify and enhance your value propositions in press releases, emails and more
  • How to avoid typical pitfalls, including “badjectives” and “split ends”
  • Ways to communicate more effectively with partners, colleagues and supervisors—and tips to train your clients to do the same
Senior director of strategic and executive communications
ASPCA
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1:30–2:20 p.m.

Inside the influencer mind: What makes captivating and viral content

Influencer marketing is a huge trend that’s only going to grow, and for good reason: A Tapfluence and Nielsen Catalina Solutions study revealed that influencer marketing generates 11 times more ROI than other digital marketing strategies. Other studies reveal that word-of-mouth efforts are the prime factor in 20-50 percent of consumers’ purchasing decisions. What makes these influencers so trustworthy—and how do they make engaging content that consumers want to share? In this interactive panel, you can ask questions and hear from influencers across social platforms to gain insights that can help you jump on the bandwagon.

You’ll learn:

  • The elements that can make content grab (and keep) viewers’ attention
  • How to remain authentic and transparent with sponsored messages
  • Tactics and campaign opportunities that interest influencers
  • How to form working relationships with influencers that cultivate creativity and trust
  • Content missteps that turn any influencer or consumer off immediately
Vlogger and podcaster
RobPlays
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Creator and freelance writer
The Staycationers
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Chief operating officer
Muck Rack
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2:30–3 p.m.

Networking Break

4–5 p.m.
Special Keynote

The future state of communications: How far the industry has come—and where it’s going next

The PR and communications landscape looks quite different than it did 20 (or even five) years ago.

Now, savvy PR pros have earned seats at both marketing and social media tables, and adjusting skill sets and best practices have enabled pros of all stripes to boost organizations’ bottom line—while also proving their worth. As brand journalism, content marketing and social media take over brands’ strategies, solid PR is necessary to take advantage of online trends, avoid crises that can hit at a moment’s notice, stand out in a sea of content and adapt to the changing nature of media relations.

In this discussion-based keynote, leaders from KPMG—one of the world’s Big Four firms—will help provide an assessment of where we stand as an industry and how your efforts are stacking up against the industry’s current best practices. See where communicators excel—and struggle—and how you can ultimately come out on top.

Chief communications officer
KPMG
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Thursday, April 5

8:30–9:30 a.m.
Opening Keynote

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, Orlando Health’s director of public affairs and media relations, 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 lessons learned—and how you can take a page or two from her organization’s crisis plan.

Director of public affairs and media relations
Orlando Health
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9:35–10:25 a.m.

How to embrace video content—and make sure it captures eyeballs

If your video runs on social media and nobody sees it, did it really play? It’s a new take on an old philosophical question, but it’s the (online) reality we now live in. You can create something amazing using the coolest new tech, but if you just post it on your social media feeds without a solid PR strategy tied to goals and objectives, it will disappear. Digital and social video expert Justin Allen will show you how to avoid this fate with your next piece of content.

You’ll learn:

  • A rundown of the top tech trends in digital video right now
  • What gadgets and tools are worth your money—and which ones aren’t
  • How, when and where to do live video
  • Best video practices by platform—and how much engagement really costs
  • What a good social distribution plan looks like
Digital and video content director
Ragan Consulting
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10:35–11:25 a.m.

Research, measure and communicate PR’s business impact and ROI

As the role of data becomes more important in business decisions, the pressure to measure and communicate the ROI of PR continues to increase. With ever-changing measurement standards and technologies, most PR pros struggle to gain the skills needed to stand out and use the tools or resources necessary to effectively communicate the impact their campaigns have on the bottom line. In this session, WPI’s Orion Stavre will show you how to conduct PR research, identify and measure relevant metrics and KPIs and perform data analysis to uncover actionable insights—so you can ultimately communicate your results in a visual and effective way to clients and employers.

You’ll learn: 

  • How to implement a measurement strategy using Barcelona Principles 2.0 as a guide
  • Campaign measurement integration across PR, marketing and social channels
  • Tips to conduct research and evaluate long-term brand impact and perceptions
  • How to select what to measure and what to ignore
  • Essential tools and resources for successful PR measurement
Associate director of insights and measurement
Worcester Polytechnic Institute
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11:30 a.m.–12:30 p.m.
Closing keynote

What’s the big idea? Brilliant campaigns have them—and you can, too

Big ideas can cut through the clutter of messages competing for your audience’s attention with something that strikes a chord—even a dissonant one.

Brigham Young University communications professor Joseph Ogden will share the secrets behind some of the best PR campaigns today and discuss the direction outstanding PR is headed. PR pros can take insights from their marketing and advertising counterparts, but only they have the unique skills to implement and amplify big ideas through traditional and social media channels. You’ll learn from the co-author of the top-selling textbook “Strategic Communications Planning” about how to tap into your personal or team’s creativity to affect your organization’s bottom line and become a catalyst for ideas that fly—even in turbulent weather. 

Professor of communications
Brigham Young University
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For event information, contact Customer Service 800.878.5331, or cservice@ragan.com