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PRSA 2020 Counselors Academy Conference

May 3–5 | Puerto Vallarta, Mexico

We are busy planning the 2020 Spring Conference. For reference, expand the 2019 program lineup below...

The 2019 Conference Program

Download Session Handouts

Sunday, May 5

12–4:30 p.m.

Pre-Conference Sessions* 

Pre-Conference Session 1: “Grow, Run and Protect a Stronger, More Profitable Agency: The Best of Counselors Academy”*

This special pre-con session brings together a special selection of the most highly rated speakers from past Counselors Academy conferences for a master’s course on how to build and manage a stronger and more profitable agency.

Grow: Learn the six reasons why your agency must have a written new business plan, and how to create one that will change how you think about finding and winning new clients.
Speaker:  Ken Jacobs, principal,  Jacobs Consulting & Executive Coaching

Run: A look at the most critical elements of building and maintaining a profitable agency, and the key financial ratios agency leaders need to monitor to stop giving away work and maximize bottom lines.
Speaker: Darryl Salerno, president, Second Quadrant Solutions

Protect: Practical advice on how to protect your agency against common, but often overlooked, legal dangers — from the clauses that belong in every client agreement to safeguarding our people, client relationships and intellectual capital.
Speaker: Sharon L. Toerek, principal, Toerek Law

 One of the most challenging aspects of running an agency can be employees and how to manage them. 
Speaker: Molly Eyerman, founder & CEO, Vivo Growth Partners

*These are additional ticketed events and are not included in the conference registration. First-time conference attendees can register for the pre-conference session FREE by using code CAFIRST19. (Check the box “I am a first-time attendee” when using the code.)

12-4 p.m.Pre-Conference Session 2: “Velocity Leadership™ Boot Camp”*

Being a leader is demanding. Every day, you serve clients, support your team and do all you can to help your agency achieve success. But if you’re not investing in yourself, your agency will struggle to reach its full potential. And you may be headed for burnout.

This interactive workshop is designed to reignite your passion for leadership and take your boss skills to the next level.

During our time together, we’ll cover the three most critical areas of leadership -- leading work, leading self and leading others — and the specific qualities you need to excel in each area.

You’ll learn how to:

  • Fine-tune your critical thinking skills.
  • Focus on what matters most when making important decisions.
  • Deepen your strategic thinking abilities and more powerfully envision the future.
  • Polish your organization and prioritization skills.
  • Enhance your gravitas and reduce symptoms of Imposter Syndrome.
  • Keep your cool under pressure.
  • Empower those you lead to perform at a higher level.

You’ll also discover neuroscience-based principles and practical leadership techniques that put the science behind the brain to work for you every day.

Best of all, you’ll have the chance to evaluate your strengths and opportunities to improve with the Velocity Leadership Assessment and Action Plan™. This will be your customized roadmap for guiding your learning and development from here.

EARLY REGISTRATION BONUS: Even the most dynamic training can’t keep you totally on track once the swirl of daily life resumes. That’s why I’m offering one free executive coaching session to the first 10 registrants. Sign up now for this pre-conference workshop and, if you’re one of the first 10, know you’ll have a bonus one-on-one session to help you find some much-needed traction once you are home.

Presenter: Elise Mitchell, APR, Fellow PRSA, founder and chairman, Mitchell Communications Group/CEO, elisemitchell.com

*These are additional ticketed events and are not included in the conference registration. First-time conference attendees can register for the pre-conference session FREE by using code CAFIRST19. (Check the box “I am a first-time attendee” when using the code.)

5–6 p.m.

Counselors 101 New Attendee Session

Is this your first time attending the Counselors Academy Conference? Join us for this informal get-to-know-you session. Networking with other industry and agency leaders is the No. 1 benefit of conference, so come meet fellow newcomers and veteran attendees alike, and learn how to make the most of your conference experience!

6–7 p.m.

Opening Reception; Pink & White Party
Join the Counselors Academy Executive Committee for a welcome reception as we kick off this year’s event at the Don CeSar Hotel among new and old friends celebrating the 2019 conference. Come dressed in pink or white to celebrate the history of the Don CeSar!

7–9 p.m.Dinner
Enjoy a regional culinary experience and amazing libations that showcase the vibrant and dynamic influences of Florida’s Gulf Coast.
9 p.m.Networking

Monday, May 6

8 a.m.–5 p.m.Registration and Exhibits
8:15–8:45 a.m.Breakfast

9–10:30 a.m.   

Opening Keynote Breakfast:
“Hack the Mobile Lifestyle: Travel Smart to Work Well and Play More! ®”
SpeakerMarcey Rader, productivity and health speaker, author and coach, Work Well. Play More! Institute

10:45–11:45 a.m.

Breakout Sessions: Set I

“Scrappy Strategies to Fill Your Pipeline … and Keep It Full!”
Speaker: Kate Finley
, founder + CEO, Belle Communication

Selling Cultural Transformation to the C-Suite
Diane Adams, 
chief culture and talent officer, Sprinklr
Richard Byrd
, vice president, Cultural Transformation, Sprinklr

Presentation Perfection: How to Shine on Any Stage
Speaker: Emily Hartzog
, vice president, Chartwell Agency

Noon–1 p.m.

Breakout Sessions: Set II

“Not Just Another Leadership Session: 10 Things You Must Start Doing Now to More Effectively Lead Your Teams, Your Organization and Yourself®”
Speaker: Ken Jacobs
, principal, Jacobs Consulting & Executive Coaching

“Midsize Is the RIGHT Size: Drive Agency Growth With These 3 Tips”
Speaker: Heather Craft, executive vice president and North America Head of B2B, Hotwire PR

“Protect Clients and Profit Through Online Reputation Management”
Speaker: Jon Goldberg
, chief reputation architect, Reputation Architects Inc.

1:15–2:45 p.m.

Luncheon Keynote:
“Beyond Diversity”

Speaker: Tru Pettigrew, founder, Tru Access

3–4 p.m.

Breakout Sessions: Set III

“The Trust Transformation"
Speaker: Roy W. Reid, APR/CPRC, executive director, Adventist Health System

“Influence Marketing for the PR Pro – How to Create Campaigns That Lawyers Love”
Speaker: Sharon L. Toerek, principal, Toerek Law

“Growth Through Customization: Craft a Tailored Approach to People & Process”
Speaker: Heather Whaling, president and founder, Geben Communication

4:15–5:30 p.m.

“How To Get Off the No-Growth Treadmill”

Moderator: Art Stevens, managing partner, The Stevens Group

Rick French, founder, CEO & president, FWV Publicom
Peter Finn, founding managing partner, Finn Partners
Maureen Lippe, founder & CEO, Lippe Taylor

5:30-6:30 p.m.Sponsor Reception
7–10 p.m.

Dine-Around Evening in St. Pete Beach*
Network with colleagues over dinner out in St. Pete Beach and the surrounding area.
*Food and beverage costs are the responsibility of the attendee. Registration will take place online and at the conference registration desk in St. Pete Beach.

10 p.m.Networking

Tuesday, May 7

8 a.m.–5 p.m.Registration and Exhibits
8:15–8:45 a.m.Breakfast
9–10:30 a.m.

Keynote Presentation:
“Simplifying & Solving the Lead Generation Challenge Once and For All”

Speaker: David C. Baker, founder of ReCourses, helping entrepreneurial experts make better business decisions

10:45–11:30 a.m.

Breakout Sessions: Set IV

Build Your Bench: Equip and Empower Your Top Talent to Help Grow Your Firm”
Speaker: Elise S. Mitchell, APR, Fellow PRSA,
founder and chairman, Mitchell, and CEO Dentsu Aegis PR Network

“Put a Ring on It: Learnings From Our First Year of Agency Partnership”
Tia Over,
partner, The Mathews Group
Melissa Mathews, founder and president, The Mathews Group

“Fueling Your Firm’s Growth: Creating a Robust New Business Plan”
Speaker: George A. Rosenberg, APR, principal, The Rosenberg Group Inc.

Noon–1 p.m.

Breakout Sessions: Set V

“Conflict, Creativity, Culture - Conflict Resolution Secrets for Agency Leaders”
Speaker: Janet C. Tyler, APR, president, True Depth

“Putting the AI in PR: Artificial Intelligence and Public Relations”
Speaker: Martin Waxman, APR, president, Martin Waxman Communications

“Navigating Through No Man’s Land”
Speakers: Karen Albritton, partner, Newport Board Group

1:15–2:45 p.m.

“Creating a Winning Culture” 

Moderator: Mike Neumeier, principal, Arketi Group

Alice Chapman,
partner, MP&F Strategic Communications
Julie Curtin,
partner, Development Counsellors International
Alison King,
president, Media Profile  

3–4 p.m.

Breakout Sessions: Set VI

“Human Motivation”
Speaker: Darryl J. Salerno, president, Second Quadrant Solutions

“10 Tech Tools to Make Your Life Easier”
Speaker: Kate Snyder, APR, principal strategist and owner, Piper & Gold Public Relations

"Everything You Need to Know about Visual Marketing: 📈 💲 📸"
Speaker: Serena Ehrlich, director, product marketing management - growth, Businesswire - A Berkshire Hathaway Company

4:15–5:15 p.m.Closing Keynote Session:
The Five Constraints: How to Command the High Ground in Your Relationship with Clients and Prospects

Speaker: Blair Enns, founder, Win Without Pitching
6:30-10 p.m.Closing Reception & Dinner
Join colleagues for a closing reception and dinner as we celebrate the 2019 Counselors Academy Conference.
10 p.m.Networking

Programming may be subject to change.

Download 2018 Session Handouts