(Banner graphic of PRSA 2018 Counselors Academy Conference logo)

PRSA 2018 Counselors Academy Conference

May 6–8 | Toronto

2018 Conference Program

Sunday, May 6

10 a.m.–6 p.m.Registration
Noon–4 p.m.

Pre-Conference Session*
“Grow, Run and Protect a Stronger, More Profitable Agency: The Best of Counselors Academy”*
Filomena Fanelli, founder and CEO, Impact PR & Communications
Ken Jacobs, ACC, CPC, Jacobs Consulting and Executive Coaching
Darryl Salerno
, CEO, Second Quadrant Solutions
Michael C. Lasky, Esq., partner, Davis & Gilbert LLP
*This is an additional ticketed event not included in the conference registration. First-time conference attendees can register for this pre-conference session FREE by using code CAFIRST18

1–5 p.m.

Pre-Conference Session* 
“Planning Your End Game: A Master’s Course in Maximizing Your Agency’s Value and Preparing for Sale” 
Back by Popular Demand
Martin Waxman, president, Martin Waxman Communications
Rick Gould
, managing partner, Gould+Partners
David Tobin,
TobinLeff LLC
Rory Carlton
, Arketi Group
Brad Schwartzberg, Esq., partner, Davis & Gilbert LLP

*This is an additional ticketed event not included in the conference registration.

5–6 p.m.Counselors 101 New Attendee Session
6–7 p.m.

Opening Reception
Join the Counselors Academy Executive Committee for a welcome reception as we kick off this year’s event in Toronto, among new  and old friends celebrating Toronto, Canada’s largest and most diverse and eclectic city.

7–9 p.m.Dinner
Enjoy a regional culinary experience and amazing libations that showcase the vibrant and dynamic influences of this world class city.
9 p.m.Networking

Monday, May 7

8 a.m.–5 p.m.Registration and Exhibits
8–9 a.m.Breakfast
Meet the PRSA Counselors Executive Committee
9–10:30 a.m.   

Opening Keynote Breakfast
“Inclusive Leadership: Developing Diversity in Your Agency”
Danica Kombol, CEO, Everywhere Agency
Alexis Davis-Smith, CEO, Precise Communications
Ben Finzel, president, RENEWPR
LaTricia Woods, Mahogany Xan Communications LLC

10:45–11:45 a.m.

Breakout Sessions: Set I

“How to Help Your Next-Gen Become Effective Leaders in Their Own Right” 
Ken Jacobs, ACC, CPC, Jacobs Consulting & Executive Coaching

Case Study
“Where Danger Lurks: Shield Your Agency and Clients Against Reputation Risks”

Jon Goldberg, chief reputation architect, Reputation Architects Inc.

“Unlock the Power of Social Selling to Fill Your Funnel + Nurture Leads”

Kate Finley, founder + CEO, Belle Communications Inc.

Best Practices
“Doing Good Is Good for Business”

Amy B Collins
, vice president, Gambel Communications
Lauren Reed, APR, president, Reed Public Relations
Katie Adkisson, partner, Reed Public Relations

Noon–1 p.m.

Breakout Sessions: Set II

Are You Ready to ROWE™? A New Way to Manage Employees, Time and RESULTS!
Rebecca Epperson, president, Chartwell Agency
Emily Hartzog, vice president, Chartwell Agency

Case Study
Diversity: A Stepping Stone to the Future
Alice Chapman,
partner, MP&F Public Relations

Don’t Become a Viral No-No 
LaTricia H. Woods, APR,
owner, Mahogany Xan Communications LLC
Ben Fizel, president, RENEWPR
Ilana Zalika, principal & founder, Resound Marketing
Sharon L. Toerek, principal, Toerek Law

Best Practices
How Taxing Is the New Tax Law?
Ryan Watson, CPA, founder & principal, Upsourced Accounting

1:45–2:45 p.m.

Luncheon Keynote
The Economy of the Next 50 Years Will Be Run by Customer Service

Peter Shankman
, founder, The Geek Factory Inc.

3–4 p.m.

Breakout Sessions: Session III

Grow....or Else? Right-Sizing Your Agency to Maximize Profits 
J.W. Arnold, APR, Fellow PRSA, Principal, PRDC Public Relations
Filomena Fanelli, CEO/Founder, Impact PR & Communications
Dana Phelps Hughens, CEO, Clairemont Communications
Chuck Norman, APR – Owner/Principal, S&A Communications 

Influencer Marketing: The Ethics, The Ecosystem and The Enlightenment
Danica Kombol, president, Everywhere Agency

Case Study 
Documented processes: Save time and make more money while taking more vacations!
Jason Mudd, APR, managing partner, Axia Public Relations

Best Practices

4:15–5:30 p.m.

General Session
Staying Credible in the Era of Fake News, Big Data, Digital and POTUS Tweets
Brenda Jones Barwick, APR,
president, Jones PR
Steve Cody,
co-founder & CEO, Peppercomm
Missy Shorey,
president & CEO, Shorey Public Relations
Jennifer Curley,
president & CEO, Curley Company
Lisa Arledge Powell, president & Co-Founder, MediaSource

5:30–6:30 p.m.Sponsor Reception
7–10 p.m.

Dine-Around Evening in Toronto*
Network with colleagues during dinner out in Toronto and the surrounding area.
Groups will leave promptly from the hotel lobby at 7 p.m. Latecomers will need to arrange their own transportation and directions.

*Food and beverage costs are the responsibility of the attendee. Registration will take place online and at the conference registration desk in Toronto.

10 p.m.Networking

Tuesday, May 8

8 a.m.–5 p.m.Registration and Exhibits
8–9 a.m.Networking Breakfast
9–10:30 a.m.

Keynote Presentation
Creating Your Own Idea Machine

Duncan Wardle,
independent innovation, design thinking consultant, iD8 and INNOV8

10:45–11:30 a.m.

Breakout Sessions: Set IV

The “It” Factor: What It Takes to Get Further Faster

Elise Mitchell, APR, Fellow PRSA, CEO, Mitchell & CEO, Dentsu Aegis PR Network

Best Practices

10:45 a.m.–2:45 p.m.*

Creativity Workshop*
The Imagination Emporium: A Design Thinking, Innovation Tool Kit

Duncan Wardle, independent innovation, design thinking consultant, iD8 and INNOV8
*This is an additional ticketed event not included in the conference registration.

Noon–1 p.m.

Breakout Sessions: Set V

Best Practices



1:15–2:45 p.m.Luncheon Keynote General Session
CAPRSA Counselors Circles
3–4:30 p.m.General Session
4:30-6:30 p.m.Merriment and Diversions
6:30-10 p.m.Closing Reception & Dinner
Join colleagues for a closing reception and dinner as we celebrate the 2018 Counselors Academy in Toronto at the acclaimed restaurant Nota Bene
10 p.m.Networking

Programming may be subject to change.