Morning Keynote – 8:30 – 9:15
Valerie Di Maria, Director, Client Strategy and Growth, Peppercom, “Leading in the Midst of Chaos”
The world has been facing unprecedented chaos.  Yet turmoil in the long run is better than the status quo, because turmoil breeds opportunity. How can companies, and specifically public relations practitioners, lead during this current spell of corporate distrust, CEO malfeasance and economic uncertainty. How can we create the “Authentic Enterprise”—the proposed ideal organization that can succeed in today’s radically changing landscape. Which strategies and best practices are the most effective as we evolve from being reactive to proactive to interactive, and deal with an array of forces, including the digital network revolution, an expanded and empowered range of stakeholders, and true globalization. And, even in dark times, how can we leverage humor as a distinct competitive advantage.

General Session – 9:15 – 10:00
The Crash of Flight 3407: A Crisis Communications Case Study
Public relations practitioners and journalists will discuss their roles in communicating about the crash of Continental Connection Flight 3407 in Clarence Center, NY on Feb. 12, 2009, which killed 50 people. The panelists will give an overview of media relations and crisis communication principles that were followed in the aftermath of the crash, with time for questions from the audience. 

Deborah A. Silverman, Ph.D., APR; Assistant Professor of Communication, Buffalo State College moderator; Panelists:

• Barbara Burns, reporter, WBEN-AM Radio
• Josh Boose, reporter, WGRZ-TV
• Becky Gibbons, New York State Police, Batavia Substation
• Nadine Krimow, communications manager, American Red Cross Greater Rochester Chapter
• Grant Loomis, communications director for Erie County Executive Christopher Collins
• Brian Meyer, reporter, Buffalo News

Break – 10:00 – 10:15

Breakout Session One – 10:15 – 11:00

David Rockland, Ph.D.
partner and managing director,
Global Research and Stromberg Consulting,
Ketchum Public Relations

1A

Deriving ROI for Interactive Communications and Other Hot Trends in Measurement
One of PR’s greatest challenges today is understanding the role of social media. And, it seems that every day some new tool becomes available to measure blogs, twitter, Facebook, etc.  This presentation will help attendees determine how to sort out what and what is not important, put social media in context relative to other media channels, and provide specific tools on measuring the ROI of the digital world.

Geoff Livingston, senior vice president/social media,  CRT/Tanaka

1B

Integrating Social Media Into the Larger Communications Mix
Using word of mouth tools, and in particular, tools within social media, it's very easy to get stuck in the mindset of a single track effort, such as Twitter, or even an online multichannel effort that involves several tools. Yet, to be truly successful communicators need to bridge social media, traditional media, as well as good, old-fashioned, brick and mortar offline life.

Dresden Engle, manager, Public Relations, George Eastman House Museum, moderator; panelists:

• Norma Holland, anchor, 13WHAM-TV
• Brian Meyer, city government reporter, Buffalo News
• Eric Rezsnyak, features editor, City Newspaper
• Terese Taylor, on-air talent and program director Stephens Media Group (WARM, Fickle, and The Zone)

1C

Is Traditional Media Dead?
It wasn’t too long ago that the words “Stop the Presses!” meant excitement in the world of news and public relations. But today, the presses are stopping in many cities in towns as traditional media, like newspapers and TV stations, are struggling to survive. Is the Internet and social media to blame? Will traditional media go to the wayside … or has it already? PR professionals, amongst many, are hoping the answer is “no.”

Carl Langsenkamp, vice president of Global Public Relations for Xerox Corporation Xerox & Erin Humphrey, vice president, Text 100

1D

Taking Social Media From Theory to Real Life: Xerox Shows How Traditional and New Media Combine for Powerful Results
So you have a Facebook page. You’re even following some people on Twitter. But when it comes down to incorporating social media into your communications efforts, you’re stuck. Xerox and Text 100 will share social media learnings – warts and all. And you’ll hear a detailed implementation of how traditional and social media together drove one of Xerox’s biggest product launches in the past decade, resulting in “big-time results” on a small budget. Attendees will hear how social networking sites were used to build awareness, along with how PR’s messages were managed when the ‘rules of press engagement’ no longer apply. 

Daisy Guthin, COO, WORLDCOM Public Relations Group; Ginni Jurkowski, lecturer, SUNY Geneseo; Deborah A. Silverman, Ph.D., APR; assistant professor of Communication, Buffalo State College; Jonathan R. Slater, Ph.D., associate professor, SUNY Plattsburgh

1E

Master Class in Public Relations Ethics
Students entering the public relations profession need access to precise ideas about the role of ethics in public relations practice and therefore will benefit from a rigorous examination of professional behavior and practice focused on clear, encompassing values of professional responsibility. Through a thoughtful dialogue centered on a real-world case study, this master class will lead students toward a discovery of both the theoretical and applied concerns PR practitioners are likely to encounter in their work.

Break – 11:00 – 11:15

Breakout Session Two – 11:15  –  12:00

David Kassnoff, manager, GD&CA Global Community Affairs, Eastman Kodak Company, moderator; panelists:

• Kenneth Bell, former president, HSBC Bank USA
• Janet Koslow, multicultural recruitment specialist, University of Rochester
• Kim VanGelder, chief information officer (IT) and vice president, Eastman Kodak Company

2A

The NEW ROI: Return on Inclusion
How can communication professionals help their organizations fully appreciate the benefits of being more inclusive? This session will explore the many ways diversity and inclusion are a valuable investment in the day-to-day functioning and long-term success of any organization. Get tips on ways to communicate the value of diversity to both management and frontline employees. Learn ways to focus on inclusion as a road to becoming more effective, increasing visibility and growing bottom-line results. Being more diverse can also provide a competitive advantage in the marketplace of our Web 2.0 world! Panel members will share specific strategies and tactics to leverage the diversity within your organization as part of the NEW ROI: Return on Inclusion!

Jill Hurst-Wahl, president of Hurst Associates, Ltd. & Alison Miller, MLS, Florida State University

2B

Establishing Your Social Image to Enhance Your Public Image
In an increasingly virtual world, many connections and networks begin online and then transfer to face-to-face interaction. Social media can increase awareness and loyalty which in turn increases donations, event attendance and sales. During the session, participants will learn how to select suitable social media platforms, how to use those platforms appropriately, and how to measure ROI. Participants will learn about the following social tools –blogs and wikis, LinkedIn, and Twitter – that can positively influence an organization's reputation online, and walk away with tips to ensure productivity. 

Stacey Smith, APR, Fellow and senior counsel and partner, Jackson Jackson & Wagner; Robin Schell, APR, Fellow and senior counsel and partner, Jackson Jackson & Wagner

2C

Engaging Employees During Difficult Times
During times of economic anxiety, it may be hard enough to keep yourself focused, much less your employees ... but it is the most critical time for good communication. In this session, we will discuss strategies for involving and engaging employees at all levels in your organization; offer guidelines for communicating with employees based on the level of anxiety in your workplace; and share examples of how others have tackled the challenge of providing proactive and genuine communication in their organizations.

Jean Vincent, President, Vincent McCabe, Inc.

2D

Proving Your Plan’s Worth: A Guide to Public Relations Measurement and Evaluation 2009 and Beyond
Is your public relations or communications plan working? In this session, you’ll learn about working smarter, defining your successes and achievements with measurements that management will respect and understand. This workshop provides a background on a variety of measurement techniques and enables the participants to see new ways to evaluate and measure the effectiveness of their plans and programs. The presentation’s main objectives are: To help PR practitioners learn what management wants from measurement and evaluation, and to provide knowledge as to where to begin and how to benefit from developing a measurement program.

Linda Burkley, APR, CEO, Ardis Communication Strategy and Training

2E

Putting Your Best Foot Forward – Developing an Effective Writing Portfolio
In a tough economy, only students who effectively communicate their skills and qualified experiences will make an impact on potential employers.  A strong portfolio can demonstrate exceptional writing, design, photography, web layout and other creative skills like no other method. Actual portfolio samples along with an informative PowerPoint presentation will allow students to understand exactly what will make them stand out in the interview process. Learn the principles needed to create a winning portfolio, what items should be included and what you should be doing while you are still in college that can influence your career launch.

Lunch & Keynote – 12:00 – 1:45
Peter Shankman, founder, HARO
It’s not Web 2.0. It’s not Web 3.0. It’s simply life
We have more technology than ever before. We can reach more people than ever before, in shorter amounts of time. But that doesn’t mean we should do it! You can have all the tools in the world—it doesn’t mean you know what to do with them! When Help a Reporter launched in March 2008, it quickly became one of the most successful word of mouth programs ever, attracting more than 75,000 current members without spending one penny on advertising. How? The beauty of social and viral technology is that it allows us to reach many, many people in nanoseconds. The danger of it? The exact same thing. Shankman discusses social networking, viral marketing and all the “fun ways” to use them—and perhaps most important why sometimes not using any of them is your best bet.
He'll show you how marketers, businesses, publicists, and everyday humans are: 
• Using social media (or a facet thereof) to spearhead new marketing campaigns and initiatives
• Realizing that just because it exists, doesn’t mean you have to use it
• Getting smarter about social networking every day
• Learning that it’s not about making something “viral,” but about making something “good”

Break 1:45 – 2:00

Breakout Session Three – 2:00 – 2:45

Liz Poda, public relations manager Bond, Schoeneck & King, PLLC

3A

PR and Marketing – United or Untied?
The lines that define public relations and marketing are often blurry to both internal constituents and the external world. How do you define your role as a public relations practitioner, work effectively with your company’s marketing department, and communicate a collaborative message to the outside world? In this session we will discuss: Developing a cooperative working relationship between PR and Marketing and ways to make this as effective as possible; Key initiatives to put in place to ensure management’s understanding of each area’s unique roles; and Creating and delivering PR messages to targeted audiences that reflect a consistent corporate identity and support company business objectives.

Mark W. McClennan, APR, vice president, Schwartz Communications

3B

What Social Media Lessons Can You Learn from Fruitcake, Caves, Coupons, Death and Pregnancy?
Social media is changing the way companies and people interact. There are amazing successes and failures with the big brands. But what about small and mid-sized companies? Entrepreneurial start-ups? In this session, Mark W. McClennan, APR, will make you laugh, cry and learn as he shares real word successes (and failures) from consumer, financial services, retail and healthcare companies. These award-winning campaigns all have one thing in common – they produced measurable business results. What can you apply to your company? How can you convince your senior management to be more aggressive? Come and find out.

Doug Sitler, communications manager of the Buffalo Niagara Convention & Visitors Bureau

3C

So, you (or your boss) want to hold a press event???
An inside look at hosting successful media events
By combining theory with best practice and useful hints and tips, this fun program will provide valuable insight into the strategy and execution that goes into arranging successful press events and ultimately, great media coverage.

Al Maiorino, president of Public Strategy Group, Inc.

3D

The Good, The Bad and The Messy: The Dirt on Grassroots Outreach 
During this session, Maiorino will cover a verity of case studies that exemplify “the good, the bad and the messy.” Maiorino will share “the dirt” on effective tactics, tricks and techniques and how to develop and execute a winning grassroots outreach campaign. This will lead to a discussion on the need for grassroots and public affairs efforts for political, developmental and social projects. To close, Maiorino will highlight current events that have used or could use grassroots outreach and public affairs efforts.

Tom Proietti, chair, Communications Studies, Monroe Community College, moderator; panelists:
Shannon Lappin, assistant account executive, Eric Mower and Associates
Stacy Sellka, communications manager for Lifetime Health Medical Group
Paula Zimmer, marketing coordinator, Toshiba Business Solutions

3E

That First Job – The PR Marketplace for Young Grads
Soon you will have your degree in PR and the job market probably could not be worse. Yet, thousands of recent grads have done well not only in landing entry-level positions but moving up the ladder. Hear from three recent grads and how they landed their first positions and what they are doing to advance their careers.

Student/Professional Mixer – 2:45 – 3:15 p.m.

Breakout Session Four – 3:15 – 4:00

Mike McDougall, APR, vice president, Corporate Communications and Public Affairs, for Bausch & Lomb

4A

Working at the Speed of “New”: Secrets for Conquering (and Surviving) the 24-Second News Cycle
In this age of always-on, "gimme more" communication, the 24-hour news cycle has given way to the 24-second Tweet cycle. Media outlets are being challenged to deliver more unique content faster than ever before, yet most organizations have not restructured their teams, strategies, and techniques for tapping into what could be the most dynamic change in news delivery over the past 50 years. Learn how to profit from this media maelstrom, with best practices on integrating new social media tools into the 24/7 communications mix, establishing anticipatory war rooms and rapid response teams, turning seemingly small news into big coverage, developing PR scenario plans, and feeding the constant onslaught of fleeting, narrow-window news holes in today's mass media spectrum.

Joseph Stabb, director of Emerging Media ABC Creative Group

4B

Get Indexed:  Best Practices for Search Engine Optimization
This presentation will explore the best practices for search engine optimization. Learn how a search engine indexes the internet and how your website, social media campaign, or blog can be at the top of the search results. Each attendee will be able to leave the session with practical knowledge they can begin to utilize right away. Millions of people perform searches on Google, Yahoo, and MSN daily and your site should perform its best in search results. Every attendee will leave this session with knowledge of basic web design for better search engine optimization, how to utilize key search terms to make your site perform better, and how to submit your site map to a search engine.

Peter Kapcio, director of Reputation Management Services at Eric Mower and Associates

4C

Just Because It’s Bad News Doesn’t Mean It’s a Crisis – Yet
From today’s vantage point, 2008 proved to be a watershed year for American journalism. At the same time an industry-wide financial crisis devastated traditional media newsrooms, some less-than-savory developments in the online world occurred that together fundamentally change the way we consume news. As a result, a new set of rules for communicating during a business or organizational crisis has emerged. Kapcio will describe 2008’s game-changing four-way convergence, and what it means to public relations professionals seeking to protect organizational reputations. He’ll also identify the new risk factors you must understand and manage, and most importantly, describe the five new “Rules of the Game” for anyone faced with the task of delivering bad news.

Jan Sokoloff Harness, Chief Creative Instigator for Sokoloff Harness Communications LLC.

4D

Creative Instigation
Creativity is fun. Creative Instigation is fun with a purpose – an intriguing, inspiring, interactive session that will help you instigate wonderful change at work and at home. Attend Creative Instigation and discover:
• Hidden barriers to your own creativity
• Simple methods for encouraging creativity in team activities
• Why quantity leads to quality
• The power of combining creativity and strategy
• How to grant influence to people who help shape your creativity positively
• How to avoid those who don’t

Jonna L. Martin, president of AdvanceMe Associates & David L. Dey, president of the Institute for Social Entrepreneurship, a B. Thomas Golisano Foundation

4E

Gain the Competitive Edge in Today’s Job Market Using Old School Techniques
With more than two million students graduating from college, how will you stand out? Sometimes the very best way to make an impact, to be memorable and to get the job is to go back to basics with a twist. Using certifiably “old school” techniques to give you a definitive edge in the hyper drive, technology saturated landscape is just the ticket. Strategies to get you truly connected (not just cyber linked) and then to provide you with an advantage at every step of the interview process will be revealed in this session. Get ready to crank up your career.