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PRSA 2007 Northeast District Conference
October 4, 2007
The Changing Face of PR: Keeping it Relevant
Joint Information Center Operations & Media Relations - Are You Ready for Alligators, Snakes, Crawfish and Network Cameramen?
September 11, Katrina and Virginia Tech are all recent terrible tragedies for our country and all needed strong joint information centers (JIC) to cut through the rumors, lies and fears to deliver the truth to all of their publics. During this session, Doc Joe Trahan will educate attendees on the techniques necessary to operate a JIC during a crisis situation. These include how to develop a JIC plan, the three Cs (control, competence, concern) of crisis communications and media relations, dealing with administrative, logistical aspects of media response including the Red-White-Blue media response system. Trahan will also discuss media analysis and monitoring, the four parts of a successful news conference and the layout and design of a successful JIC. And finally – Trahan will focus on how to get your “top dog” to bark
Dr. Joe Trahan, III, APR, Fellow, PRSA and president/CEO, Trahan & Associates.
> Notes from this presentation.
Moving Up, Moving On, or Staying Put: strategies for mid-to-senior PR professionals in a non-linear career
This interactive session will help mid-to-senior level PR professionals use their personal strengths and experience to develop strategies that go beyond the traditional job search techniques. Participants will learn how to evaluate whether or not their current position is meeting their career goals. Participants will learn how to "Get Unstuck & Get Going" by using tips from Michael Bungay Stainer's award-winning book.
Ted Chaloner, president, Chaloner Associates National Executive Search Firm: Communications
> Notes from this presentation.
Making the Most of Your PR Structure and Function
We all struggle to make “ends meet” with limited staffing and organizational structure. Hear firsthand results of research conducted on PR/marketing and integrated communication department structures and effectiveness. We’ll discuss and hear results on the examination of department structures, organizational models (reporting relationships), department assignments, the role of measurement and return on investment, the role of senior advisor, and the importance of collaboration with key strategic departments such as HR, planning, business development, etc. Come hear what your peers have to say on best-practice ideas and trends that will impact our profession.
Gail Winslow-Pine, APR, director, Marketing & Corporate Communications, Catholic Medical Center, Manchester , NH
> Notes from this presentation.
A Winning Culture for a Global Marketplace
Creating a culture of winning is essential for any company competing in a global marketplace. Eastman Kodak Company is transforming the company’s culture to become more agile, accountable and focused. Building a winning and inclusive culture is serving as a foundation for worldwide employees to debate, innovate and celebrate the company’s global successes while overcoming new challenges. Learn how you can apply Kodak’s strategies to your own organization.
Essie Calhoun, chief diversity officer and director of Community Affairs, vice president, Eastman Kodak Company
> Notes from this presentation.
You’re Hired! Now What? First PR Jobs: The Good, the Bad and the Wish I Had Known!
After the excitement of getting that first position in public relations comes the reality of applying your education to the “real world.” Three recent graduates—now working in a PR agency, not-for-profit organization and government—will openly share their after-college experiences. During those first few months and years on the job, what surprises might come your way? Do internships really help? What college courses are the most beneficial? Does a graduate degree make a difference? Gain insights and tips to help you prepare for and succeed in your first PR position!
Moderator: Karen S. Olson, APR, assistant professor, Communication Department , State University of New York College at Brockport
Matthew J. Clark, communications specialist, U.S. Citizenship & Immigration Services , Department of Homeland Security
Colleen Kiser, manager of communications & public relations, VisitRochester (formerly Greater Rochester Visitors Association)
Jessica Ward , account executive, Text 100 Public Relations
> Notes from this presentation.
Jumping into the Blogging World: Do’s and Don’ts
Hear the top three “do’s and don’ts” from PR practitioners actively participating in the blogosphere.
Becky Dziedzic, manager, corporate public relations, Xerox
Tom Hoehn, director, Marketing and Customer Experience, Kodak.com
Paul McGee, media relations director, American Cancer Society.
The latest in Video PR Tactics
From online video distribution to Internet programming, learn more about the latest tools PR practitioners are using to reach their online audience. MultiVu will also explore the media’s use of archived digital video. Sending out a press release? Find out how adding video and audio to your text press releases can help you stand out with the media and online audience. Learn more about the social media press release, search engine optimization of content online, and reaching video bloggers with your news.
George DeTorres, national account manager, MultiVu, a PR Newswire Company
> Notes from this presentation.
Making Small, High-Tech Companies Look BIG: How emerging companies can successfully advance their business objectives through integrated marketing communications
Start-up, small or emerging B2B companies often face unique challenges in today’s competitive environment, especially when compared to larger, more established companies. Finding creative ways to effectively reach business audiences and decision makers with your message is paramount. This session will offer practical insights on how small, growing companies can successfully build a cost-effective, integrated marketing communications program with tactics that create more brand awareness, increase sales leads and help generate revenues.
Will Smith, marketing communications manager, Performance Technologies
> Notes from this presentation.
Using Anvil Criteria to Improve Your Everyday Work
The criteria for PRSA Anvil Awards can be guideposts throughout the year in improving your work. And you just may wind up putting yourself in position to win an Anvil Award, recognized as the industry’s preeminent awards program, or parallel awards at the chapter level. The presenters have been involved in multiple Anvil-winning campaigns and tactics, and have been longtime senior judges for both Silver and Bronze Anvil Awards. They will steer you clear of common pitfalls while leading you to best practices based on their experiences as entrants and judges.
Christopher K. Veronda, APR, manager, Communications Initiatives
Corporate Communications, Eastman Kodak Company
Mike McDougall, APR, director, Corporate Communications, Bausch & Lomb, Inc.
> Notes from this presentation.
For the new PR professional: how to land a great first job
Perfect for recent college grads or new professionals still looking for their ideal job. Find out what employers are looking for in the successful candidate. Learn about making good career decisions. Hear about competency-based interview questions you might not expect. This interactive session will help participants learn how to get the most out of their jobs. Leave with a "career map" to help you along the path.
Ted Chaloner, president, Chaloner Associates National Executive Search Firm: Communications
Reach the Fastest Growing Consumer Segment in America: the Hispanic Market
Saying "HOLA" is no longer enough to attract and retain Hispanic customers as they are becoming more established and sophisticated. Learn steps to create a marketing program that will generate results as opposed to doing short-lived, under-funded tactical gimmicks. Translations don't work: learn why. What are the cultural and linguistic issues your company must consider to be effective, avoid embarrassment and get a high ROI? A business framework, marketing insights and strategic solutions will be presented.
Eduardo Crespo, CEO, Hispanic Market Solutions
I have enough trouble with my First Life!
How to build your brand across the next generation of the social media landscape.
Much is being written today about how technology is changing the way we communicate. While this is true, there needs to be less focus on technology and more on how the world as a whole is changing. During this session, Hynes will discuss how it's a societal change, not a technology evolution, which is profoundly impacting communications. Recently, the public's sources for information have multiplied — primarily fueled by technology. However, as communications professionals, we need to recognize that individuals now trust less in what they hear and read and are more empowered to make their voices heard immediately. This fundamental shift in trust and power is changing the focus of communications, requiring companies to engender trust with their key audiences. Hynes will discuss how this is one of the best times for the communications industry: a new start and a chance to change industry perceptions.
Aedhmar Hynes , CEO, Text 100
> Notes from this presentation.
Journalist Roundtable: Can You Tell Your Mom About Your Media Relations?
Did you ever think of yourself and your work as a resource for journalists and what they do? Media relations is an ongoing process that needs cultivation, nurturing and good media sense. This panel discussion will examine the symbiotic
relationship between PR people and the press from the perspective of the editor, the assignment person, the anchor and even the reporter. And we even have one panel member who has done this from both sides of the room. We wonder if he ever told his mother!
Tom Proietti, professor of Communication at Monroe Community and St. John Fisher colleges (Moderator)
Neill Borowski, managing editor, Democrat and Chronicle
Maureen McGuire, news anchor, News Channel 8, WROC-TV
Paul Stella, University News Service, RIT
> Notes from this presentation.
Solid research results on a small budget
Learn about a variety of research options for today’s communicator and which methods to pursue if your organization is on a modest budget.
Dr. Jeffrey Gutenberg , president, BRX Global Research and associate professor, SUNY Geneseo
PR Ethics for Students and Recent Graduates
Many times, ethics is a subject found in the back of the textbook: the one that is covered at the end of a semester. Modern-day practitioners need to understand how ethics can and should impact their everyday interactions. This panel of communication educators will discuss the PRSA Ethics Code and apply it to current situations facing public relations professionals.
Ginni Jurkowski, instructor of communication, SUNY Geneseo (Moderator)
Dr. Jonathan Slater, associate professor, Communications, SUNY Plattsburgh
Deb Silverman, Ph.D., APR, assistant professor, Public Communication, Buffalo State College
> Notes from this presentation.
PR for Web 2.0 – Blogs, RSS feeds, Wikis, Widgets and more
Technology is changing the way PR practitioners communicate—both with and on behalf of—their clients. New media tools such as blogs, podcasts and wikis are rapidly becoming necessary components of the PR professional’s toolkit. Learn how to incorporate these into your practice.
Aaron Uhrmacher, peer media consultant, Text 100 Public Relations
Susan Getgood, principal, GetGood Strategic Marketing, Inc.
Chip Griffin, CEO, CustomScoop
> Notes from this presentation.
> Additional notes from this presentation.
Crisis Communications Planning, Tactics and Execution
A new step to add to crisis communication planning, critical do's and don't in crisis communications, the ever popular "war stories" and how changes in the media have created opportunities for public relations (Web blogs, Web sites, etc.) to quickly disseminate accurate information during a crisis.
Kevin Kane, APR, corporate communications manager, Excellus BlueCross BlueShield (moderator)
Lynette Loomis, APR, president, Your Best Life Coaching, LLC
Kim McMahon, senior director, media relations, American Cancer Society
Silver Anvil Winner Case Study - Beyond the Box: How Xerox Is Moving From Hardware Vendor to Trusted Advisor
When it comes to changing brand perception, traditional public relations tactics alone just don’t cut it anymore. To become a trusted advisor, Xerox expanded its public relations “toolbox” by going beyond the typical elements of a traditional public relations program. During this session, Xerox’s Carl Langsenkamp and Text 100’s Erin Humphrey will take attendees through a case study of how Xerox and its agency created an award-winning PR program through thought-leadership events, aggressive media relations, executive speaking engagements and broader marketing initiatives.
Carl Langsenkamp, director, Worldwide Strategic Public Relations, Xerox Corporation
Erin Humphrey, vice president, Text 100 Public Relations
> Notes from this presentation.
Jump-Starting Organizational Change Through Communications Strategy
All types of organizations are dealing with changes that can be scary. Turbulent market environments, new technologies and media, globalization, non-traditional competitors, constant restructuring…and the changes are accelerating. How can communications professionals help their organizations navigate through change? A discussion of guiding principles and case studies in change management will illustrate what works, and what doesn’t.
Anthony D’Angelo, APR, director, Global Marketing Communications, Carrier Corporation Transcold Division
> Notes from this presentation.
Cost
PRSA Member Early Bird $110
Non Member Early Bird $140
PRSA Member $130
Non Member $155
PRSSA Member $45
Non PRSSA Student $55
Special thanks to our sponsors:
Allyn & Bacon/Longman
MarketWire
Mio Technology
PR Newswire
readMedia
RIT Inn and Conference Center
Text 100 Public Relations
ViewSonic Corporation
Xerox Corporation
Calm&Sense
Clarigo
2007 Conference Program 
2007 Conference Invitiation
For conference questions, contact co-chairs Erin
Humphrey, ErinH@Text100.com or Kevin Kane, kevin.kane@excellus.com.
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