Read the PRSSA 2013 National Conference promotional brochure

FOUNDATION FOR INNOVATION

PRSSA 2013 National Conference Philadelphia, October 25-29 www.prssa.org/conference

Welcome to Philadelphia Philadelphia is not just a city with history; it is the “Foundation for Innovation.” Once the temporary capital of the United States, Philadelphia was and is home to many of our history’s great trailblazers, including “The First American,” Benjamin Franklin. From the Liberty Bell to the LOVE Park to Rittenhouse Square, Philadelphia proudly offers visitors the opportunity to explore and learn during their stay. Discover local and diverse shops and restaurants, take a tour through one of Philadelphia’s many art and history museums, or chow down on an authentic Philly cheesesteak. However you choose to spend your time in the City of Brotherly Love, you can’t go wrong.

This year, participate in a comprehensive program of sessions, workshops and discussions while networking with professionals and creating new lifelong friendships. Join us for the PRSSA 2013 National Conference.

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Registration deadline: Sept. 24. Register early. Space is limited.

Letter From the National President PRSSA heads to one of the most famous and historic cities in the United States, Philadelphia, for the 2013 National Conference. This year’s event promises to provide the foundation to break into public relations and the innovation to be a trendsetter in the industry.

Photos Courtesy of Philadelphia CVB

This year’s theme, “Foundation for Innovation,” will lay the groundwork for the future and provide the creativity and inspiration to succeed in this innovative field. Hear from industry leaders about careers in public relations as it relates to agencies, event planning, sports, public affairs, nonprofits/associations and many more. Our National Conference also will provide insight for leadership development, media relations, analytics and managing life as a new professional. Ring in the new school year by registering your spot at the Conference to take full advantage of PRSSA’s biggest professional development opportunity. With the PRSA 2013 International Conference just across the street from the PRSSA hotel, networking with professionals couldn’t be easier in the City of Brotherly Love. And don’t forget about the opportunity to explore this great American city with current and new friends. I sincerely hope you will be among our 1,000 attendees in Philadelphia and take in everything National Conference has to offer. I know that you will take your developed foundation and newfound innovation with you back to your Chapter, your internship and your future career in public relations! Cheers, Brian Price 2013–2014 National President

This year's theme, "Foundation for Innovation,"

Letter From the Conference Committee Each year, a dedicated team of PRSSA members are chosen to host the National Conference. This year’s Conference Committee, hailing from Drexel University's PRSSA Chapter, is honored to host and invite you to the PRSSA 2013 National Conference in our home, Philadelphia. We hope you plan to join us for five days of professional development, dynamic networking opportunities and fun in our country’s “Foundation for Innovation.” Take your first — or one of many — steps into the world of public relations. Learn firsthand from our experts and discover where your path in this industry may take you. Start your lifetime of learning and exploring here at the PRSSA 2013 National Conference. Please join us in Philadelphia this October for an experience that is sure to serve as the foundation for your innovation. Thank you for your support.

will lay the groundwork for the future and provide the creativity and inspiration to succeed in this innovative field.

Melissa Clawson, Shayna Alston, Ian Michael Crumm, Surina Seetha and Jessica Howard 2013 National Conference Committee

From left to right: Ian Michael Crumm, Melissa Clawson, Shayna Alston, Jessica Howard, Surina Seetha.


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Conference Information

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Conference Registration Attendees may register by mail, fax or online. Payments may not be processed by phone. Deadline to register is Sept. 24. Mail: 411 Lafayette Street, Suite 201, New York, NY 10003 Fax: (212) 460-5460 Online: www.prssa.org/events/conference/register/ Cost Full registration: Oct. 25–29 $300 for PRSSA Members and Affiliates $335 for Nonmembers Single-day registration $175 for PRSSA Members and Affiliates $185 for Nonmembers Registration questions? Call (800) 350-0111. For other questions regarding Conference, call (212) 460-1474. Refund Policy PRSSA must receive your cancellation in writing at this address: PRSSA 2013 National Conference 411 Lafayette Street, Suite 201, New York, NY 10003 For a full refund, your request must be postmarked by Oct. 1. A $125 refund for full registration and $60 refund for a day registration is offered Oct. 1–8, 5 p.m. EDT. No refunds are available after 5 p.m. EDT on Oct. 8. Hotel Information The Conference will be hosted at the Loews Philadelphia Hotel. It is within walking distance of shopping, theater, eclectic South Street, cultural attractions and restaurants. The special block rate for the hotel is $179 plus taxes per night (single/double/triple/quad occupancy). Attendees may register online through the hotel’s unique booking website: http://www.loewshotels.com/en/Philadelphia-Hotel/Group Pages/PRS110213. Check-In: 3 p.m. Check-Out: 12 p.m. Deadline to reserve hotel rooms is Sept. 24. Guest facilities include SoleFood, a contemporary Americancuisine-focused restaurant that offers seafood-inspired choices at breakfast, lunch and dinner; a state-of-the-art wellness facility and twenty-meter, two-lane heated lap pool; a 24-hour business center; in-room dining; full-service concierge; a gift shop and more. The hotel offers on-site valet parking ($38 overnight plus taxes).

Finding Roommates PRSSA does not assign or coordinate roommates for Conference. However, you are encouraged to use the “PRSSA 2013 National Conference” Facebook page and #PRSSANC on Twitter to get in touch with other attendees seeking roommates. Getting to the Loews Philadelphia Hotel Driving, the Loews Philadelphia is 20 minutes from Philadelphia International Airport and 10 minutes from Amtrak 30th Street Station. From Philadelphia International Airport, cabs are about $28.50 per one-way trip. Liberty Shuttle offers a $10 ride from the airport to any Philadelphia hotel. The Southeastern Pennsylvania Transportation Authority (SEPTA) — Philadelphia’s public transit system — includes bus, trolley, elevated train, subway and Regional Rail lines that operate in and around Philadelphia. To get to the Loews Philadelphia, take the SEPTA airport line to Market East Station. The hotel is a few minutes’ walk away. For additional information regarding transportation to and from Philadelphia, as well as getting around the city, visit www.prssa.org/events/conference/hotel. General Information Wardrobe Attendees should dress in business attire for all Conference sessions (which includes modest blouses, suits, slacks, ties and dresses — jeans and shorts are not acceptable). The Awards Dinner on Monday evening is business formal. However, those attending the Ivy Lee Club Opening Night Celebration are welcome to wear 1920s-themed outfits (such as flapper dresses or top hats) or casual jeans and a t-shirt representing your PRSSA Chapter/school. Please keep in mind that Philadelphia weather may be unpredictable in October, though temperatures during this time are typically between 40 and 60 degrees. Attendees should pack to accommodate varying conditions.

Etiquette National Conference is a professional event. Attendees are expected to represent themselves, their schools and the Society in a professional manner. This includes dressing appropriately for events. Chapter Roll Call Represent your school’s Chapter at the Saturday morning Chapter roll call. As the PRSSA National President announces your Chapter, have a cheer, chant or song prepared that lets everyone know you have arrived. Be creative and have fun with it! Please remember to dress in business attire, as this event is held in conjunction with the keynote address. Information Station Meet with Philadelphia locals to get the lowdown on where to go and what to see. Volunteers can advise you on restaurants, nightlife and local attractions throughout the city. Special Needs Contact PRSSA Headquarters at (212) 460-1474 or email [email protected] as soon as possible if you have any special needs, including but not limited to dietary or health considerations. PRSSA Headquarters will accommodate requests whenever possible. Contact the Conference Committee Email: [email protected] Twitter: @PRSSANC and #PRSSANC Find us on Facebook: PRSSA 2013 National Conference For more information, please visit www.prssa.org/conference For any questions regarding the PRSSA 2013 National Conference, call (212) 460-1474. Photography Notice Please be aware that by participating in PRSSA’s public forum, “The PRSSA 2013 National Conference,” you are automatically authorizing the Public Relations Society of America (hereafter PRSA) and the Public Relations Student Society of America (hereafter PRSSA) and its employees, agents and assigns to use your name, photograph, voice or other likeness for purposes related to the mission of PRSA and PRSSA, including but not limited to publicity, marketing, websites, other electronic forms or media, and promotion of PRSA, PRSSA and its various programs.


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Schedule at a Glance Friday, October 25 12 p.m.–7 p.m. 1:45 p.m.–2:45 p.m. 3 p.m.–4 p.m. 4:15 p.m.–5:15 p.m. 5:30 p.m.–6:45 p.m. 5:45 p.m.–7 p.m. 8 p.m.–10:30 p.m.

Registration and Hospitality Regional Conference Workshop Student-Run Firm Workshop Chapter Development Session 1 Chapter Development Session 2 Chapter Presidents’ Leadership Workshop PRSSA Adviser Session The Ivy Lee Club Opening Night Celebration

Saturday, October 26 8 a.m.–2 p.m. 8 a.m.–9 a.m. 9 a.m.–11:30 a.m.

Be among 1,000 attendees in Philadelphia to build your professional foundation through everything National

12 p.m.–1:15 p.m. 1:30 p.m.–2:30 p.m. 2:45 p.m.–3:45 p.m. 4 p.m.–5 p.m. 5 p.m.–8 p.m. 5:15 p.m.–6:15 p.m. Open Evening

Conference has to offer you. Take your experience and newfound innovation with you back to your Chapter,

Sunday, October 27 8:15 a.m.–9 a.m. 9 a.m.–12 p.m. 9:15 a.m.–10:30 a.m. 11 a.m.–12 p.m. 1 p.m.–2:30 p.m. 3:30 p.m.–4:30 p.m.

your internship and your future career in public relations.

Registration and Hospitality Continental Breakfast Welcome Keynote Address Awards Chapter Roll Call Chapter Presidents’ Lunch Professional Development Session 1 Professional Development Session 2 Professional Development Session 3 PRSA Diversity Mixer (optional) Officer Discussions Explore On Your Own

Champions for PRSSA Coffee Break Registration and Hospitality Keynote Address — Meet the Living Legends of Public Relations Professional Development Session 4 PRSA General Session with Brian Solis Professional Development Session 5

Monday, October 28 7 a.m.–12 p.m. 8 a.m.–9:45 a.m. 10:30 a.m.–12 p.m. 12:30 p.m.–2 p.m. 2:30 p.m.–3:30 p.m. 6 p.m.–8:30 p.m.

Registration and Hospitality PRSA General Session with Vernice “FlyGirl” Armour Career Development Exhibition (Schools A–L) Career Development Exhibition (Schools M–Z) Professional Development Session 6 A Step Forward: Innovating the Future Awards Ceremony and Dinner

Tuesday, October 29 8 a.m.– 9:15 a.m. 9:45 a.m.–11 a.m. 6


Farewell Breakfast and Final Goodbyes PRSA General Session with John Wood

Conference Schedule Friday, October 25

3 p.m.–4 p.m.

Chapter Development Session 1 12 p.m.–7 p.m.

Hear fresh ideas and build upon your PRSSA Chapter’s success in these

Registration and Hospitality

sessions presented by other PRSSA Chapters that have developed strong programs. These sessions will provide opportunities to share successful

1:45 p.m.–2:45 p.m.

practices and learn about strategic membership recruitment tactics, professional

Regional Conference Workshop

development initiatives and ways to improve your Chapter’s relationships with

Regional Conferences are a unique opportunity to utilize Chapter members’ event planning talents and gain real world experience. Past Regional Conference Committee members will share their insight and advice into planning a successful event. PRSSA members and Faculty and Professional Advisers interested in hosting a Regional Conference in the future, or event planning of any kind, are encouraged to attend. Coordinators of the selected 2014 Regional Conferences are required to attend.

the local community.

Student-Run Firm Workshop Having a student-run firm is a great method of professional development. Don’t miss out on this opportunity to learn and grow as a firm member. Hear from a panel of current firm directors, PRSA representatives and Nationally Affiliated firm directors about how to start a student-run firm, build your student-run firm’s relationship with PRSA, apply for National Affiliation, and other important student-run firm issues and concerns during this interactive session.

University of Florida, “Develop Your Chapter by Building a Brand,” with DePaul University, “After the Final Card: A Discussion of Effective Networking” West Virginia University, “The Key to Captivating Community Service,” with Louisiana State University, “Diversity of Thought”

4:15 p.m.–5:15 p.m.

Chapter Development Session 2 Roger Williams University, “Show Don’t Tell: Benefits of Creating a Win-Win for Local Businesses,” with University of Delaware, “Big Ideas on a Small Budget” Boston University, “How to Host a Sensational Regional Conference,” with University of Alabama, Tuscaloosa “ReFIRMation: Restructuring for Greater Success”


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5:30 p.m.–6:45 p.m.

9 a.m.–11:30 a.m.

Chapter Presidents’ Leadership Workshop

Welcome, Keynote Address, Awards and Chapter Roll Call

Leaders face challenges in a variety of aspects, from establishing a positive working environment to creating opportunities for growth for others. Join Cassandra Bailey, principal of Slice Communications, for a discussion on effective small group leadership. Bailey will cover a variety of leadership tactics and detail her experience as a young professional heading a progressive public relations and social media agency. Cassandra Bailey, Principal, Slice Communications

Mary Henige, APR has held many communications positions in her nearly 27 years with General Motors. During this keynote address, Henige will share her knowledge and experience on leading GM’s social media strategy, employee policy and training; blogs; community engagement on GM’s corporate brand channels; and crisis monitoring and response. Following Henige’s presentation, National President Brian Price will announce

5:45 p.m.–7 p.m.

the recipients of several PRSSA awards and initiate the Chapter Roll Call. When

PRSSA Adviser Session: Developing a Student Leadership Development Program

you hear your school called, stand up and share a cheer!

One of the most important responsibilities of the PRSSA Faculty and Professional Adviser is developing student leaders. Yet there is a paucity of resources available to Advisers to aid them in this task. Discussion will focus on building a nationally scalable program that provides Advisers with the resources necessary to be successful in student leadership development and leave a lasting legacy on Chapters from around the country. This interactive working session is the starting point for that effort.

Reputation Management, General Motors Company

Mary Henige, APR, Director, Social Media, Digital Communications and

12 p.m.–1:15 p.m.

Chapter Presidents’ Lunch As a “thank you” for their continuous dedication to PRSSA, Chapter presidents are invited to a special lunch. Sponsored by

8 p.m.–10:30 p.m.

The Ivy Lee Club Opening Night Celebration Kick off Conference by taking a step back in time to the 1920s. Join attendees from around the country as we transform the Loews Hotel into Philadelphia’s premier jazz club. Dress up or dress down; anything from flapper dresses and top hats to jeans and PRSSA Chapter t-shirts are welcome. Get ready to Charleston the night away! 1:30 p.m.–2:30 p.m.

Saturday, October 26

Step Up to the Plate: Sports PR Athletes, coaches, fans and advertisers — success in public relations within the

8 a.m.–2 p.m.

professional sports arena requires collaboration with multiple vital audiences.

Registration and Hospitality

During this session, you’ll learn how to score in this sector of public relations. Bonnie Clark, Vice President, Communications, Philadelphia Phillies

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8 a.m.–9 a.m.

Michael Preston, Director of Public Relations, Philadelphia 76ers

Continental Breakfast

Kevin Saghy, Manager, Communications, Chicago Cubs

Start your day off right with a continental breakfast. Arrive early to avoid long lines.

Moderator: Rebecca Timms, Public Relations Coordinator, Philadelphia 76ers


An Apple a Day: PR in the Health Care Industry

Choosing the Agency Path

Doctors and medical practitioners are not the only ones to save lives in the health care industry – the work done by public relations professionals can also have a major impact. Find out more about this always-evolving sector in this session. Christopher Brown, Communications Manager, Stanford Hospital & Clinics

Public relations and communication agencies provide employees opportunities to work with diverse clients in an assortment of ways. From media relations to digital communications to issues management, for many agency practitioners, no two days are the same. Discover where working at an agency can take you during this session led by leaders from APCO Worldwide, one of the largest

Five Stars to Food Trucks: A Taste of Public Relations Hungry to work with restaurants, chefs and hotels? Practitioners in the hospitality industry support branding, social media, marketing and public relations efforts every day. Sample the work this sector has to offer. Speaker TBA

independently-owned communication consultancies. Kirk Stewart, Executive Vice President, APCO Worldwide

4 p.m.–5 p.m.

Beyond the Press Release: Media Relations Panel 2:45 p.m.–3:45 p.m.

For public relations professionals, working with the media is both an art and a

CEO of You: Creating Your Personal Brand

science. Learn the dos and don’ts of media relations from a panel of Philadelphia’s

Having a personal brand is no longer a trend. It is part of the fabric of who we are to clients, to future employers and on social media. This session will help you take control of your personal brand, putting you in charge as the CEO of you. Jason Mollica, President, JRMComm

top media and public relations representatives.

The Passion Conversation: Be an Explorer of Your Passions The Passion Conversation explains how to get people to fall passionately and madly in love with what you do. Learn to find meaningful, passionate work as you embark on your first job. Church will explain how passion plays a key role in your job and how you view your employer, peers and clients. Geno Church, Word-Of-Mouth Inspiration Officer, Brains on Fire

Tracy Davidson, Anchor, WCAU-TV/NBC-10 Mike Days, Editor, Philadelphia Daily News Maria Fernanda Trochimezuk, Media Relations Specialist, JElena Group Gillian Kocher, Public Relations, Alex’s Lemonade Stand Foundation Frank Kummer, Lead Producer, Breaking News, Philly.com Moderator: Adam Dvorin, Media Director, Winning Strategies Public Relations

Publicity for the Entertainment Industry In a 24/7 world of television, movies, cameras and music, it can be difficult to attract new audiences and keep current audiences engaged. Learn how public relations practitioners in the entertainment sector overcome these obstacles.

Identifying and Targeting Diverse Travelers: How Hilton "Goes Out" to Reach LGBT Travelers How do you manage the reputation of a global brand, build meaningful relationships and reach a new customer segment in an authentic way? This session will provide insight into the public relations efforts in the hotel and hospitality industry through real-life examples, including Hilton Hotels & Resorts’ dynamic outreach to the LGBT community that helped the organization receive a PRSA Silver Anvil Case Study Award of Excellence. John Forrest Ales, Senior Director, Global Brand Public Relations, Hilton Worldwide

Speaker TBA

From Concept to Completion: Event Planning Event planning: What is it? What skills and strengths are required of event planners? How do event planners start their careers? Find the answers to these questions during this session while also learning about the many details that are required for the execution of major events. Scott Mirkin, Live Event and Broadcast Producer, ESM Productions


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Eyes Wide Open: Finding Your Way Toward a Future in Public Affairs Public affairs is practiced in many settings, including agency, corporate, government and the military. Learn more about the world of public affairs and about many of the sector's responsibilities, such as serving the public interest by advocating issues or communicating news and changes to key audiences. Cmdr. Brook DeWalt, APR, Fellow PRSA, U.S. Navy Senior Student and Admiral Stephen B. Luce Scholar, U.S. Naval War College

5:15 p.m.–6:15 p.m.

Officer Discussions All Conference attendees are invited to participate in the officer discussions to discuss the challenges and opportunities those who hold similar positions at their Chapters face. If you are considering running for your Chapter’s executive board, these discussions can help you learn more about the responsibilities of the positions. Discussion groups will be divided as follows: • Public relations liaisons, webmasters and historians • Publications and student-run firms • Secretaries and treasurers • Presidents and vice presidents Open Evening – Explore On Your Own

9 a.m.–12 p.m.

Registration and Hospitality 9:15 a.m.–10:30 a.m.

Keynote Address Meet the Living Legends of Public Relations Join us as the industry’s Living Legends answer your questions and engage in a lively discussion about issues of importance to new professionals. Mary Beth West, APR, Principal, Mary Beth West Communications, LLC Keith Burton, Partner, Brunswick Group Moderator: Kevin Saghy, Manager, Communications, Chicago Cubs Sponsored by

11 a.m.–12 p.m.

Spice Up Your Presentation Skills A professional in any industry must possess the ability to present well. Learn how to prepare and deliver presentations with power and substance. Joseph V. Trahan III, Ph.D., APR, Fellow PRSA, President and CEO, Trahan and Associates

Staying Ethical on the Job

Sunday, October 27 8:15 a.m.–9 a.m.

Champions for PRSSA Coffee Break Start your day with coffee and other refreshments while you connect with members of the Champions for PRSSA. The members of the Champions for PRSSA are professionals who have a special, ongoing interest in PRSSA, its student members and public relations education. Sponsored by

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For public relations interns and new practitioners alike, there is enormous pressure to succeed on the job. The stakes are high, since the approval of your boss and your clients can make or break your career. In this environment, how can you avoid ethical missteps? Join a panel of experienced PRSA members for a lively discussion of this topic, including a review of recent ethics stories in the news, an overview of the PRSA Code of Ethics and other PRSA ethics resources, and analysis of a real-life ethics scenario. Deborah Silverman, Ph.D., APR, Fellow PRSA, Chair, PRSA Board of Ethics and Professional Standards and Associate Professor of Communication, Buffalo State, The State University of New York Francis McDonald, Ph.D., APR, Former Member of the PRSA Board of Ethics and Professional Standards and Assistant Dean for Administration, The Scripps Howard School of Journalism and Communications

Leveraging Corporate Social Responsibility

3:30 p.m.–4:30 p.m.

It is tough to find a corporation today that does not engage in some sort of

Trendsetting: Fashion and Beauty PR

corporate social responsibility activities. From charitable giving to environmental

The fashion and beauty industries rely heavily on public relations professionals

programs to worker safety, CSR continues to gain prominence in the business world. But many managers still struggle with how to best communicate what they are doing and for whom. This session will feature best practices from

to communicate messages and connect with potential consumers. Take a behind-the-scenes look into this complex and fast-paced world. Speaker TBA

experts who report on CSR to employees, customers, suppliers, investors and the community. Daniel Korschun, Ph.D. Assistant Professor, Drexel University

From the Crisis Trenches: Blazing a New Trail in Communications

Jennifer Gazzerro Analyst, FMC Corporation

This PRSA Silver Anvil Case Study will follow the plan that helped the LIVESTRONG Foundation move beyond controversy and charter a strong course forward. Learn the crisis communications and rapid response strategy

Striving for Work-Life Fit

constructed around the resignation of Lance Armstrong, and how the team kept

The competing demands faced between work and other parts of life can exist

transparent communications with donors, stakeholders and the media, leading

in harmony or can create conflict that negatively affects your well-being and

to off-the-charts participation and donations.

performance. Rather than trying to find the perfect “balance” between work

Rae Bazzarre, Director of Communications and External Affairs, LIVESTRONG

and life, this session will explore the concept of “fit” and how you can apply

Foundation

flexible work skills to be your best — on and off the job.

Katherine McLane, Vice President for Communications and External Affairs,

David W. Ballard, PsyD, Assistant Executive Director for Organizational

LIVESTRONG Foundation

Excellence, American Psychological Association Bey-Ling Sha, Ph.D., APR, Associate Professor, San Diego State University

PR and Big Data: Using Smart Data to Communicate With powerful monitoring and social media intelligence tools, the ability to pull

1 p.m.–2:30 p.m.

PRSA General Session — What’s the Future of Business? As a new media expert who has led interactive and social programs for Fortune

and analyze large sets of data, “Big Data,” is now seen as the future of public relations. There is no shortage of numbers and statistics. However, using the information to create actionable insights has been a challenge for communications professionals. Because research is an integral part of the public relations

500 companies, notable celebrities and Web 2.0 startups, Brian Solis will

planning process, learning how to analyze and use big data for better public

share how to maximize social engagement, recognize the potential of growing

communications, competitive marketplace intelligence and to understand the

digital platforms, and deepen connections between organizations and key

needs of the audiences we want to reach is critical to public relations today.

stakeholders through strategic infrastructures. Note: This event will be held at

Deirdre Breakenridge, CEO, Pure Performance Communications

the PRSA International Conference hotel.

Heather Whaling, President, Geben Communication

Brian Solis, Principal, Altimeter Group

Adam Singer, Product Marketing Manager, Google Analytics


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Monday, October 28 7 a.m.–12 p.m.

Registration and Hospitality 8 a.m.–9:45 a.m.

PRSA General Session She served as the first African-American combat pilot, then authored “Zero to Breakthrough: The 7-Step, Battle-Tested Method for Accomplishing Goals That Matter.” Now an expert in executive leadership training, Armour will offer insight into strengthening engagement with key stakeholders, clarifying business objectives and energizing your message. Note: This event will be held at the PRSA International Conference hotel. Vernice “FlyGirl” Armour, Founder and CEO of VAI Consulting and Training, LLC 10:30 a.m.–2 p.m.

Career Development Exhibition Looking for your dream job, internship or graduate school? Join corporations, agencies and education institutions from around the nation to learn about potential opportunities for your future. Chat, share your resume and make your dreams become a reality. 10:30 a.m.–12 p.m. — Schools A–L 12:30 p.m.–2 p.m. — Schools M–Z 2:30 p.m.–3:30 p.m.

Juggling: Life at an Agency Full-time work with multiple clients, personal obligations, active social life — how can one handle multiple responsibilities, especially just a short time after graduating college? This panel, featuring members of the PRSA New Professionals Section, will provide tips on keeping it together in an industry that keeps you on your toes. Joe Clarkson, Account Coordinator, Taylor Strategy Nick Lucido, Senior Account Executive, Edelman Digital, Chicago Jessica Noonan, Client Executive, Burson-Marsteller

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Perspectives From Large and Small Organizations: Association and Nonprofit Public Relations

Tuesday, October 29

Public relations professionals working in the nonprofit and association space

8 a.m.–9:15 a.m.

must provide not only savvy communication skills but also innovative ideas to

Farewell Breakfast and Final Goodbyes

raise awareness of their organizations’ notable causes. Learn the inside scoop

Wrap up your Philadelphia experience at the farewell breakfast with your new

from two industry veterans. Amanda B. Bednar, Manager of Public Relations, Multiple Sclerosis

contacts. Hear from the National Committee and get a sneak peek at the PRSSA 2014 National Conference.

Association of America Jennifer C. Schleman, APR, Senior Associate Director, Media Relations, American Hospital Association

iögo: Launching a New Yogurt, Rebranding a Dairy Company

9:45 a.m.–11 a.m.

PRSA General Session — Leaving Microsoft to Change the World

In a world of many competitors, how do you launch a new product as relevant,

He’s transformed the lives of millions of children in developing countries by

credible and authentic while also repositioning the entire business? During this

focusing on literacy and gender equality in education. His award-winning

PRSA Silver Anvil Case Study, you’ll learn how the communications team

memoir, “Leaving Microsoft to Change the World: An Entrepreneur’s Odyssey

distinguished the new brand with insight-driven messages and relationship-

to Educate the World's Children,” was translated into 20 languages. Discover

building approaches that helped the brand drive awareness of the product’s

how to enhance awareness by empowering others to share your story, create

heritage and story.

buy-in on long-term initiatives and inspire action by personalizing complex social

Marie-Josée Gagnon, APR, President, CASACOM

issues. Note: This event will be held at the PRSA International Conference hotel.

Diane Jubinville, Director, Public Relations and Customer Service, Ultima Foods

John Wood, Founder and Board Co-Chair, Room to Read

The New Secrets of Media Pitching Success What can you say and do to immediately boost your media and blog coverage? This session will tell you these answers through the use of actual pitches from several industries that landed top-tier coverage, and examples of follow-up emails that spurred journalists to action. Michael Smart, Principal, MichaelSMARTPR

6 p.m.–8:30 p.m.

A Step Forward: Innovating the Future Awards Ceremony and Dinner As Conference draws to a close, come celebrate as we honor our Society’s top members and Chapters for their hard work and dedication. Enjoy your last evening in the City of Brotherly Love with your new friends and cherished memories.


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Community Service Initiative Career Wardrobe empowers

Conference attendees annually unite to support an organization important to the host city’s community. This year’s Community Service Initiative is an accessory donation drive to benefit Career Wardrobe,

women in transition by

the nation’s largest independent nonprofit of its kind. Career Wardrobe empowers women in transition by providing programs that inspire the confidence necessary to achieve self-sufficiency and pursue a

providing programs that

productive career by providing professional work attire, educational programs and networking opportunities.

inspire the confidence necessary to achieve self-sufficiency and pursue

Your donation of an accessory or two can help inspire the confidence needed by the women serviced by Career Wardrobe, many of whom have been absent from the workforce for over 10 years, some experiencing homelessness, single motherhood and substance abuse. To date, more than 75,000 women throughout Philadelphia have benefited.

a productive career by

Helping is simple — just pack one (or more) of the following items in your suitcase and bring it with you

providing professional

• Shoes (gently worn and in good condition)

to Philadelphia. Donations will be accepted near the registration table.

• Handbags (gently used and in good condition)

work attire, educational

• Jewelry of all types • Scarves

programs and networking

• Belts • Stockings/Hosiery (must be new)

opportunities. 14


• Make-Up (must be new)

PRSA Diversity Committee The PRSA Diversity Committee invites PRSSA Conference attendees to the third annual PRSA 2013 International Conference Diversity Mixer on Saturday, Oct. 25 from 5–8 p.m. The event will be held at the PRSA International Conference hotel. Admission is free for PRSSA Conference attendees.

Career Development Exhibitors • Burson-Marsteller • Champions for PRSSA • Educational Housing Services • General Motors • Ketchum • Medill – Northwestern University • New York University of Continuing and Professional Studies • Padilla Speer Beardsley • Rowan University CGCE • Taylor (taylorstrategy.com) • Tierney Communications • Up with People • West Virginia University Online Integrated Marketing Communications Graduate Program


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PRSSA thanks the generous sponsors that make this Conference possible:

Remember to register by September 24. Space is limited and reservations will be honored on a first-come, first-served basis. Registration Questions: (800) 350-0111 Conference Information: (212) 460-1474 or visit www.prssa.org/conference.

Public Relations Student Society of America 33 Maiden Lane, 11th Floor New York, NY 10038-5150 www.prssa.org