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PRSA 2018 International Conference

Oct. 7–9 | Austin

PRSA 2017 International Conference Tracks: Reputation Management


Reputation Management    Special Interests    Integrated Marketing Communications    Leadership & Management    Tools & Techniques    Big Data & Measurement   

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Sunday, Oct. 8
2:45–3:45 p.m.
Sunday, Oct. 8
4:45–5:45 p.m.
Professional Development Sessions Set 2
Monday, Oct. 9
10:15–11:15 a.m.
Professional Development Sessions Set 3
The Reputation Champion’s Path Forward
Room: Arlington/Berkeley, 3rd Floor
Monday, Oct. 9
11:45 a.m.–12:45 p.m.
Professional Development Sessions Set 4
Building and Sustaining Relationship Trust
Room: Massachusetts, 5th Floor
Finding Your Brand’s Superpower
Room: Boylston, 1st Floor

Relevance Is the New Reputation

Boylston, 1st Floor

In an age when information is ubiquitous and people move from one subject to another in the blink of an eye, if your brand, product, service or company isn’t on their radar, you don’t exist.

Gary Grates
Principal, Corporate and Strategy, W2O Group

Rob Jekielek
Senior Vice President, W2O Group

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Demonstrating Return on Reputation: Why Doing Good Is Good Business

Tremont, 1st Floor

How does your organization specifically quantify return on reputation (ROR)? Learn how Aflac uses modeling, technology and hard data to shape and implement strategies to drive communications messaging and distribution to achieve measurable ROR results.

Catherine Hernandez-Blades
Senior Vice President, Corporate Communications, Aflac

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In the Era of Fake News, How to Keep Your Brand’s Content Credible

Suffolk, 3rd Floor

The new threat to credible PR content creators is the amount of “fake news,” generated by (non-credible) communications professionals. Learn how media organizations are vetting “fake news,” and how to keep your content credible.

Lisa Arledge-Powell
President, MediaSource

Robert Mackle
Director, Media Relations, OSUWMC

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Moving Beyond CSR: Building Sustainable Corporate-Nonprofit Partnerships

New Hampshire, 5th Floor

Based on interviews with corporate and nonprofit practitioners working on either side of successful CSR programs, this panel will discuss best practices for building sustainable partnerships, as well as what future trends might look like moving forward.

David L. Remund, Ph.D., APR, Fellow PRSA
Executive Director of University Communications , Drake University

Gloria Barone Rosanio, APR
Director, Corporate Communications and Public Relations, Cigna Corporation

Brooke Weberling McKeever
Associate Professor, MMC Program Coordinator, University of South Carolina

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The Future of Crises and How to Manage Them

Vineyard, 4th Floor

“The Future of Crises and How to Manage Them” is an engaging analysis of crises in the modern world including online attacks, neutralizing activists, cyber security and biological threat such as Ebola, e-coli, salmonella and listeria.

John Deveney, ABC, APR, Fellow PRSA
President, Deveney

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Public Relations’ Role in Building Integrity in Public Communication

New Hampshire, 5th Floor

As we see the value of truthfulness decline in society, it's important to consider the role of public relations in maintaining integrity in public communication. This panel of leaders will share advice for senior managers.

Denise Bortree
Associate Professor, Penn State University

Willard D. Nielsen
Chair of Advisory Board, Arthur W. Page Center for Integrity in Public Communication

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Removing the Blinders: Preparing a Crisis Plan to Protect Your Reputation

Massachusetts, 5th Floor

The most significant type of crisis you face may not be on the radar of your risk managers. Reputation links brand, operations and stakeholders. How can you manage the conditions and consequences of reputation risk that result in crisis?

Beth L. Rusert
Chief Marketing and Growth Officer, Concordia Plan Services

Linda Locke
Senior Vice President, Standing Partnership

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The Reputation Champion’s Path Forward

Arlington/Berkeley, 3rd Floor

What do we need to do to be effective reputation champions? How do we connect the dots to business outcomes and motivate action beyond our function? Let’s talk about a path forward, proven and pressure-tested by real-life reputation champions.

Anthony Johndrow
Co-Founder and CEO, Reputation Economy Advisors

Bill Wohl
Chief Communications Officer, Commvault

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Building and Sustaining Relationship Trust

Massachusetts, 5th Floor

Trust greatly impacts client, office and personal relationships as well as organizational productivity, and yet is often overlooked. Learn the research behind building and sustaining trust in our important relationships.

M.J. Clark, APR, Fellow PRSA
Senior Leadership Consultant, Integrated Leadership Systems

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Creating Stories at 30,000 ft. That Drive Buzz Back on the Ground

Provincetown, 4th Floor

Activating in one of the most captive environments is a strategic way to elicit some of the most human reactions. As a brand whose mission is to inspire humanity, JetBlue and their agency partner, MullenLowe take you on a journey of activating inflight events that are meant to create conversation and drive brand buzz. Find out what’s possible at 30,000 feet when you engage consumers in a moment that helps to drive cultural relevance.

Becky Brand
Account Director, MullenLowe

Morgan Johnston
Manager of Corporate Communications , JetBlue Airways

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Finding Your Brand’s Superpower

Boylston, 1st Floor

Amid a constantly changing and competitive digital landscape, finding a campaign or event idea that wins audience attention can be challenging. But just like people, brands have a superpower — an essential quality that has the power to differentiate them in a crowded marketplace. We’ll explore five ways to find your superpower by looking at inspiring examples from brands and individuals around the globe.

Keith Green, APR
Vice President, Marketing and Commercial Sales, Guinness World Records

Dan Mazei
Senior Director, Global Newsroom, Reebok

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Seizing the Opportunity in Employee Activism

Tremont, 1st Floor

A company’s reputation influences employees’ decisions to join, stay, or leave. Employer Branding and Reputation specialists discuss how reputation is shaped, the value of employer reputation and the role of employees in telling your “best place to work” story.

Leslie Gaines-Ross
Chief Reputation Strategist, Weber Shandwick

Liz McCarthy
Senior Vice President, Employee Engagement and Change Management, Weber Shandwick

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The Ethics of Influencer Marketing — FTC Guidelines

Suffolk, 3rd Floor

Influencer marketing is one of the fastest growing ways to spread the word about new products and services. The FTC governs disclosure of these relationships and is a source of confusion. We’ll demystify the guidelines and requirements.

Danica Kombol
CEO, Everywhere Agency

Jamie Lieberman
Attorney, Hashtag Legal

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Responding to Controversial External Social Events

Provincetown, 4th Floor

One of the world’s leading health care organizations will share the tools it has developed to allow for quick decision making in response to the myriad of external social issues that could impact its brand and reputation.

Matthew John Kucharski, APR
President, Padilla

Amy L. Davis
Division Chair, Communications, Mayo Clinic

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Building C-Suite Relationships During a Crisis: A Case Study From Detroit’s Municipal Bankruptcy

Suffolk, 3rd Floor

In a crisis, strong C-suite relationships are key to navigating the rough seas ahead. Using firsthand experiences from the Detroit bankruptcy and Flint water crisis, we will look at how to build and leverage those relationships during times of crisis.

William Douglass Nowling
Senior Partner, Lambert, Edwards & Associates

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