Oct. 8–10 | Boston
Best practices in leadership innovation and inspiration, management skills development, team building, workplace infrastructure, conflict resolution and mentoring.
Tools & Techniques
Strategic Planning & Implementation
Leadership & Management
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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.
Senior Vice President, Client Services, Cision
Shonali Burke, ABC
President and CEO, Shonali Burke Consulting, Inc.
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.
Executive Director, News and Communications, Wake Forest University
Senior Health Producer, Fox News Channel
Director, Business Development, ExpertFile
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.
President & CEO, 500 Festival
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.
CEO and Co-Founder, Zignal Labs
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
Membership and Communications Director, American Society for Healthcare Engineering, American Hospital Association
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
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.
Director, Brand Marketing, LexisNexis
Senior Marketing Manager, LexisNexis
Lauren E. Doyle, APR
Vice President, Wordsworth Communications
Integrated Solutions Specialist, LexisNexis
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.
CEO, Pure Performance Communications
Founder and CEO, Arment Dietrich
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.
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
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.
Digital Experience Manager, IBM
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.
Vice President of Communications, Bright Horizons Family Solutions
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.
Managing Partner, Tebo & Associates
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.
Founder and CEO, Acorn: The Influence Company
Natalie Ghidotti, APR
Principal, Ghidotti Communications
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
Vice President of Community Development, Sun King Brewing Company
Director of Brand Development, Endangered Species Chocolate
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.