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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.

Building a New Market: Tactics and Risks

Professional Development Workshop Set 4

How can companies use competitive positioning, strategic messaging around trends, and some crazy tactics to create a market in just a few short years? Learn how to create PR gold in a competitive situation, and get the market to echo your message to create a new industry.


Jane Hynes, senior vice president, communications, salesforce.com

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Jane Hynes is senior vice president, communications, at salesforce.com. Since joining
salesforce.com nine years ago, her counsel and communications strategy have been integral
to establishing the company’s leadership in the cloud computing industry. During her tenure,
she has received many accolades, including PRWeek Small Corporate Communications Team of the Year in 2005, and being named to the PRWeek “40 Under 40” list in 2010. Prior to salesforce.com, she held public relations roles at OutCast Communications and Hamilton Ink.

Andrew Schmitt, vice president, strategic communications, salesforce.com

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Andrew Schmitt is vice president, strategic communications, at salesforce.com. Before salesforce.com, he spent 10 years at The OutCast Agency, where he led the account teams for two of the biggest enterprise software brands to emerge in the past decade: salesforce.com and VMware. He also managed the agency’s media training programs. He started his career at Blanc & Otus Public Relations, working with VeriSign and Xerox.