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PRSA 2017 International Conference

The Spirit of Revolution: Communications in the 21st Century

Oct. 8–10 | Boston

Note: You are browsing information about a previous PRSA International Conference. Visit the program page for this year’ event.

Universal PR Professional of Tomorrow: New Requirements and Competencies

Professional Development Workshop Set 2

What skills are needed to meet the requirements for integrated marketing communications in the new millennium? This session discusses the state of academic and professional education, and the skills most sought after by employers. Each panelist will make a brief presentation focusing on a specific area of expertise, followed by a discussion assessing the advantages and pitfalls of innovative ideas.

Final Presentation

(Available to registered attendees only. Register now!)


Deirdre Breakenridge, CEO, Pure Performance Communications

Photo of Deirdre Breakenridge

Deirdre Breakenridge is chief executive officer of Pure Performance Communications. She has been working with public relations and marketing professionals for more than 20 years on many different types of communications programs, including thought leadership, image and reputation management, crisis communications, media relations, PR 2.0 and social media programs.


Geno Church, word-of-mouth inspiration officer, Brains on Fire

Photo of Geno Church

Geno Church is word-of-mouth inspiration officer at Brains on Fire, responsible for developing word-of-mouth, buzz, viral and evangelism strategies for the agency’s clients. In his 14+ years with Brains on Fire, Geno has helped build word-of-mouth into the identities of brands including Fiskars Brands, the American Booksellers Association, Rawlings Sporting Goods, Rage Against the Haze, and many others.


Sergei Samoilenko, communications instructor, George Mason University

Photo of Sergei Samoilenko

In addition to instructing, Sergei is the faculty advisor for the Public Relations Student Society of America (PRSSA). He also assists the Center for Global Education (CGE) at George Mason with developing CGE summer programs in public relations in Austria and Germany. He also serves as president of the Eurasian Communication Association of North America (ECANA), established to facilitate former Soviet Union-related communication research, education and its practical social application in Russia and the United States, and to promote joint projects between scholars from Russia, CIS and Baltic states and their North American counterparts.