Thank you to the 2011 Counselors Academy Conference speakers for sharing their expertise. Counselors Academy members must be logged into MyPRSA to access presentations from last year's conference featured below. If you're not a Counselors Academy member but attended the conference, please contact Vada Wilson for the link to the presentations.

Thursday, May 12



Noon–5:30 p.m.



12:30–5:30 p.m.

Counselors Academy Golf Tournament*

*Cost not included in conference registration.

6:30–8 p.m.

Welcome Reception


10 p.m.-1 a.m.

Hospitality Suite


Friday, May 13


7:30 a.m.–5 p.m.



7:30-10:45 a.m.                

Pre-Conference Seminar*

"Agency Service Now: What CMOs Think You Need to Know to Deliver Results"
Moderator Tom Gable, APR, Fellow PRSA, founder and CEO, Gable PR
Presenters: Elise Mitchell, APR, Fellow PRSA, president and CEO, Mitchell Communications Group

Presenter: Amy Allen, director of marketing, Las Vegas Meetings by Caesars Entertainment
Presenter: Matt Warta, venture capitalist and CEO, GutCheck

* This is an optional ticketed event and is not included in the registration fee.

Presentation 1

Presentation 2
Presentation 3

11 a.m.–Noon

Counselors 101: Orientation


12:15–1:30 p.m.

Keynote Luncheon

"Roll in Business: Entrepreneurial Insights for Agency Leaders"
Mike Michalowicz, author, "The Toilet Paper Entrepreneur"

1:45–3 p.m.

Breakout Sessions: Set I

"Working Together: Employee Retention is Just as Important as Client Retention"                          
Rob Adler, senior vice president and partner,Vantage Communications                         
"Crisis Proofing Your Agency and Client Support"
Jay Silverberg, senior vice president, Xenophon Strategies
 Presentation 1                  
 Presentation 2
"Counselors are Made, Not Born: How to Grow Counselors, Not Tacticians" (password: caprsa2011)
Roger M. Friedensen, APR, president and CEO, Forge Communications
Raymond J. Hornak, APR, chairman, Forge Communications

3:15–4:30 p.m.

Breakout Sessions: Set II

"Negotiating Win-Win Agency Agreements with Your Clients"
Michael Lasky, Esq., partner, Davis & Gilbert
Elise Mitchell, APR, Fellow PRSA, president, Mitchell Communications Group
"Keeping Calm and Carrying On: Turning Crisis Into an Opportunity for Agency Growth"
Bryan Scanlon, president, Schwartz Communications
"Turning Engagements Into Leads: The Case for B2B Social Media"            
Sandra Fathi, president and founder, Affect Strategies
"20/20 Hindsight: Timeless Truths for Effective Leadership"
Mimi Meredith, owner, Goodness Grows

6:30–10 p.m.

Dine Around Evening on the Las Vegas Strip.*

*Cost not included in conference registration. 

11 p.m.–1 a.m.

Hospitality Suite


Saturday, May 14


7:30 a.m.–4 p.m.



7:15–8 a.m.

Networking Breakfast


8–8:45 a.m.

Learning Roundtables: Set I

"Five Star Approach: Offering Stellar Client Service"
 Ken Jacobs, principal, Jacobs Communications Consulting                  
"The Era of Personal Branding: Opportunities and Threats"
Ed Schipul, CEO and president, Schipul - The Web Marketing Company
"Teacher, Teacher, Teacher: Those That Can Teach"  
Rose McKinney, APR, president, Risdall McKinney Public Relations
Eva Keiser, APR, senior vice president, Risdall McKinney Public Relations
Joel Swanson, APR, vice president, Risdall McKinney Public Relations
"From College to CEO: Millennials Offer Exit Strategy"
Chris Lukach, APR, vice president and co-owner, Anne Klein Communications Group
"Success with Succession: Grooming Employees to Succeed"
Pat McNamara, APR, FCPRS, CEO, APEX Public Relations                                        
"Color Inside the Lines: Just Because an RFP Has Limits Doesn't Mean It Has to Be Dull"
Bob Dirkes, director, account services, Tech Image
"Views From Soon-To-Be PR Practitioners"
Fabio Couto, College of Charleston Student
Kathleen Saunders, College of Charleston Student
Lauren Ann Smith, College of Charleston Student

9–9:45 a.m.

Learning Roundtables: Set II

"Reinvigorating Your Firm: Time to Hit the Refresh Button?"
George A. Rosenberg, APR, principal, The Rosenberg Group                            
"Organizational Advocacy: Taking Control of Your Reputation in the New Stakeholder Economy"
Roy W. Reid, APR, CPRC, partner, Consensus Communications
Bob O'Malley, APR, resident vice president of state government and community affairs in Florida, CSX Transportation                     
"Thinking Big, Planning Small: How Start-Up Thinking Can Benefit Your Agency"
Dana Hughens, CEO, Clairemont Communications
 Roger M. Friedensen, APR, president and CEO, Forge Communications
"Maximizing Organic Growth: Strategies to Build Business"
Linda Andross, president, APEX Public Relations                  
"Energizing Your Team: Five Ways to Fuel Employee Satisfaction/Retention"
Kelly Womer, APR, ABC, vice president, Linhart Public Relations                                  
"The Multicultural Strategy"
 Liz Lara-Carreño, president and partner, carreñogroup                                 

10–11:15 a.m.

Breakout Sessions: Set III

"Branded? I Know Who Your Clients Are, But Who Are You?" 
Kris Schindler, APR             
"Peak Performance: The Art of Managing Professional Services"               
Maureen Broderick, president and CEO, Broderick & Company; author of "The Art of Managing Professional Services: Insights From Leaders of the World's Top Firms."
"Value-Driven Leadership: Translating Personal Values Into Brand Strategies"
Janet Tyler, APR, president, Airfoil Public Relations
“Inside PR” Panel: Live Podcast Recording
Gini Dietrich, CEO, Arment Dietrich
Joseph Thornley, CEO, Thornley Fallis
Martin Waxman, APR, managing partner, energi PR, Communications, Digital

11:30 a.m.–12:45 p.m. 

Breakout Sessions: Set IV

"Retaining and Rewarding Key Employees: Understanding the Pros and Cons of Real Equity and Phantom Stock"
Brad Schwartzberg, Esq., partner, Davis & Gilbert                   
Darryl Salerno, president, Second Quadrant Solutions
"Myrtle Never Threw Away Her Postcards: What 30 Years of Correspondence Can Teach Us About People, Potential and Promises"
Dana Hughens, CEO, Clairemont Communications
"Integrating the Brand Experience"
 Jim Joseph, president, Lippe Taylor Brand Communications     

1–2 p.m.

Networking Luncheon


2:15–3:30 p.m.               

Breakout Sessions: Set V

                 "Tough Talks: A Guide to Handling the Most Difficult Business Discussions"
Alan Cohen, president, Acts of Balance Executive Coaching
 Presentation 1                                                          
 Presentation 2
 Presentation 3
 Presentation 4
"Setting the Scene: Creating an Effective Workplace Environment"
John Lonsdorf, president, R&J Public Relations
"Are You Measuring And Marketing Your Results?: Strategies in Media Relations Measurement"   
Johna Burke, senior vice president, marketing, BurrellesLuce

"Managing for Profit: Practical Advice for Maintaining An Acceptable Margin"
Darryl Salerno, president, Second Quadrant Solutions

3:45–5 p.m. 

Special Session

"English as a First Language: Your Worst Nightmare"
Darryl Salerno, president, Second Quadrant Solutions

6:30–9:30 p.m.

Starlight Reception and Dinner


10–1 p.m.

Hospitality Suite


Sunday, May 15                      


8:30–9:45 a.m.

Keynote Breakfast

 "Real-Time Social Media: Strategies for 'The Now Revolution'"*
 Jay Baer, president, Convince & Convert
*Baer's book, "The Now Revolution," will be provided to session attendees.

10–11:15 a.m.

Breakout Sessions: Set VI

"The Silent Language of Success: Mastering Your Body Language"
Sharon Sayler, MBA, communications success strategist and author of “What Your Body Says (and How to Master the Message)”
"Rookie Stats and Draft Picks: Recruiting and Building Tomorrow’s Team Today"
Rose McKinney, APR, president, Risdall McKinney Public Relations                          
"Growing Top-Line Revenue Regardless of the Economic Environment"               
Bret Werner, managing partner, Catalyst Public Relations                  

11:30–12:45 p.m.

Keynote Luncheon

"Army of Entrepreneurs: Marching Orders for Your Team" 
Jen Prosek, APR, CEO, CJP Communications