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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 Your Bottom Line: Integrated Communications Strategies That Work

Professional Development Workshop Set 5

Your Session ROI

Earned media has traditionally been the responsibility of public relations, while paid and owned media has been part of the marketing mandate. Explore techniques to bring a truly integrated communications strategy into practice with Heidi Sullivan, senior vice president, digital content, Cision, and Shonali Burke, ABC, president and CEO, Shonali Burke Consulting, Inc. Learn functional ways to get your organization’s message heard above the noise and measure the success of communications campaigns against business objectives.


Heidi Sullivan, senior vice president, client services, Cision

Photo of Heidi Sullivan

One of PRWeek's 40 under 40 in 2012, Sullivan is a self-proclaimed social media metrics nerd. She oversees Cision’s Social Media Community team, manages the enhancement and maintenance of Cision’s media database of over a million media outlets, journalists and influencers and serves as a member of Cision’s executive management team. Sullivan is a host of the popular Cision Social Media Webinar Series, a blogger for Cision Blog and frequently speaks at industry conferences and events on best practices in social media, communications and the changing media landscape.


Shonali Burke, ABC, president and CEO, Shonali Burke Consulting, Inc.

Photo of Shonali Burke, ABC

Burke is the IABC-accredited, award-winning president and chief executive officer of Shonali Burke Consulting, Inc. Shonali is also adjunct faculty at Johns Hopkins University, teaching a course on “not-for-profits in the digital age” for its M.A. in Communication program.