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PRSA 2017 International Conference

The Spirit of Revolution: Communications in the 21st Century

Oct. 8–10 | Boston

PRSA 2016 International Conference Tracks: Integration

Best practices in leadership innovation and inspiration, management skills development, team building, workplace infrastructure, conflict resolution and mentoring.

Sponsored by: West Virginia University Integrated Marketing Communications Graduate Program


Integration    Tools & Techniques    Specialization    Strategic Planning & Implementation    Leadership & Management   

◄ View by Date

Sunday, Oct. 23
2:45–3:45 p.m.
Professional Development Workshops Set 1
Monday, Oct. 24
10:15–11:15 a.m.
Professional Development Workshops Set 3
Monday, Oct. 24
11:45 a.m.–12:45 p.m.
Professional Development Workshops Set 4
Anatomy of a Data Breach Crisis
Room: White River H
Tuesday, Oct. 25
8–9 a.m.
Professional Development Workshops Set 6
Tuesday, Oct. 25
12:30–1:30 p.m.
Professional Development Workshops Set 7
Tuesday, Oct. 25
1:45–2:45 p.m.
Professional Development Workshops Set 8

Inspiring Action: The Future of Influence Marketing

White River H

Influence marketing is a hot topic these days, and many of the skills used for media relations apply, just on a much larger scale. Hear the challenges, best practices and success stories in the fast-growing world of influencer and advocate marketing.

Heidi Sullivan
Senior Vice President, Client Services, Cision

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

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Unlocking Invisible Experts for Real-Time Media Engagement


How can PR and media professionals reap the benefits of great expert content? Learn how to better leverage the valuable resource of your own “invisible experts” and their insights to help drive market visibility and media engagement.

Katie Neal
Executive Director, News and Communications, Wake Forest University

Paula Rizzo
Senior Health Producer, Fox News Channel

Deanne Taenzer
Director, Business Development, ExpertFile

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Aligning the IMC Message: Why Mission Trumps All

White River H

Embark on a thought-provoking journey into the importance of mission as the key point of communication for any company or cause. Explore how sustainable, successful communications and relationships with all stakeholders (customers, employees, consumers) hinge on mission.

Bob Bryant
President & CEO, 500 Festival

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Big Data Analytics: Your New Blueprint for Crisis Communications

White River H

We now live in a world where one negative story about your brand can spread faster than the speed of light. At the same time, existing tools and crisis communications strategies are no match for the digital-savvy marketplace. Fortunately, the power of big data can now be harnessed by today's communications professionals to anticipate the next crisis and create a smart blueprint for taking proactive action.

Josh Ginsberg
CEO and Co-Founder, Zignal Labs

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From Apathy to Ambassadors: Motivating Audiences to Act

White River D

How do you move your target to respond? Move the focus away from your needs and onto those of the stakeholder. Discuss best practices in audience research to better understand stakeholders’ needs, and how to communicate in the online and offline world with messages that compel them to act and stay connected.

Jay B. Love
Co-founder and CEO, Bloomerang

Kate Snyder, APR
Principal Strategist, Piper & Gold Public Relations

Deanna Martin
Membership and Communications Director, American Society for Healthcare Engineering, American Hospital Association

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Anatomy of a Data Breach Crisis

White River H

Skillful PR and legal counsel can help save the day if your organization is ready when a data breach happens. In this session, you’ll examine+ a data breach step-by-step, and see what it takes to help ensure a successful recovery.

Richard S. Pitts
Vice President and Corporate Counsel, Arlington/Roe

Bobbi J. Simmons, APR
Director, Public Relations, Arlington/Roe

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Embracing Data for PR Campaigns: Examples Ripped From Presidential Coverage

JW Grand Ballroom 1

What do storytelling, competitive intelligence and content generation have in common? Data. Big companies have long used data mining to analyze their business and increase revenue — and public relations practitioners should start using it, too.

Sara Shaffer
Director, Brand Marketing, LexisNexis

Megan Burnside
Senior Marketing Manager, LexisNexis

Lauren E. Doyle, APR
Vice President, Wordsworth Communications

Mark Davis
Integrated Solutions Specialist, LexisNexis

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Podcast Strategy: From Brand Awareness to Consumer Downloads

White River E

With content marketing on the rise, brands are exploring different channels for the creation and distribution of their content. Hear proven strategies and tactics behind podcasting, and what brands need to do to find success with their own branded podcast content.

Deirdre Breakenridge
CEO, Pure Performance Communications

Gini Dietrich
Founder and CEO, Arment Dietrich

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

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The Game-Changing Rules on Native Advertising

White River D

Native advertising, sponsored content, digital media — by any name, it’s the “culprit” behind eroded consumer trust. Join with legal and communications experts for critical guidance on crafting advertising claims and disclosures that align with best practices, ethics and Federal Trade Commission guidelines.

Hal Hodes
Senior Staff Attorney, National Advertising Division, Advertising Self-Regulation Council

Terri J. Seligman
Co-chair, Advertising, Marketing and Public Relations Group, Frankfurt Kurnit Klein & Selz PC

Laura M. Sullivan
Senior Attorney, Division of Advertising Practices, Federal Trade Commission

Katherine R. Hutt, APR, Fellow PRSA
Director, Communications and Media Relations, Council of Better Business Bureaus

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Connected Living & the Internet of Things


Smart cars, smart homes, smart meters — with mobile technology quickly becoming a lifestyle, the impact of the Internet of Things (IoT) is vast. But are you ready to harness the power of IoT for communications? Discover how IoT can create an entirely new marketing channel for you as a communicator.

Brandi Boatner
Digital Experience Manager, IBM

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Using Your Company Culture to Generate PR

White River C

PR pros know that finding new stories that are not connected to an announcement or product launch can sometimes be challenging. But surprisingly, your company’s HR department may be holding the secret to your next big pitch. With an ever-changing labor market and continued media focus on what is attracting the next generation of workers, business reporters are always looking to showcase companies with unique workplace cultures.

Ilene Serpa
Vice President of Communications, Bright Horizons Family Solutions

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Earned Media: Thinking Outside the (Lunch) Box

White River D

Looking to boost exposure through earned media? Look to partnerships. Join a discussion on smart partnerships with school districts, how these partnerships can push your messaging out through non-traditional platforms, and when these partnerships make sense.

Brian Siatkowski
Managing Partner, Tebo & Associates

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PR and Influencer Marketing: Playing Nice in the Sandbox

White River C

Nowadays, it isn’t just bloggers you need to reach — it’s Twitter stars, Pinterest mavens and Instagrammers with thousands of followers. The new breed of “influencer” is changing the world of public relations. PR pros need to get past the paid content discussion and move to the driver’s seat when it comes to influencer marketing.

Stephanie McCratic
Founder and CEO, Acorn: The Influence Company

Natalie Ghidotti, APR
Principal, Ghidotti Communications

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CSR in the Age of Social Enterprise

White River A

When brands authentically embrace corporate social responsibility, it can attract and retain talent, uncover hidden PR and marketing opportunities, and build lifetime fans and customers. Assess how your company is performing, hear from successful real-world proponents and learn how to build CSR into your organization’s culture and messaging.

Vicki D. Bohlsen
President, Bohlsen Group

Heather Hall
Vice President of Community Development, Sun King Brewing Company

Nick Lee
Director of Brand Development, Endangered Species Chocolate

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Sponsored Content 2.0: Integrating Content and Distribution from Day One


It’s a new world of PR pitching as sponsored content takes a bigger portion of a brand’s marketing goals. Learn how to integrate sponsored content into the very beginning of your campaigns. Explore issues such as working with the client to get a retainer, updating the media budget and utilizing the right tools to monitor effectiveness on earned and paid content strategies.

Al Chen
Co-founder, Cooperatize

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