PR News is excited to share with you our 2009 kick-off event,
The Media Relations Next Practices Forum
We invite you to be a part of it!

Early Bird Registration Ends Feb. 13, 2009

• About
• Take-Aways
• What We'll Cover
• Speakers
• Who Should Attend
• Pricing
• Sponsorship Info.
• Location/Questions
• About PR News

YOU are invited to a one-day gathering on March 10 that will provide you with all the tactics and strategies you need to boost the performance of your media relations efforts. Whether it's improving your social media strategy or managing a crisis through the media -- this PR News Media Relations Forum is designed to provide you and your team with proven and cost-effective strategies to manage your reputation and control your message. We know you don't have a lot of time to be away from the office, so we have developed a full-day intensive program with top communicators who will share next practices in media relations. Learn, network, brainstorm and get the competitive edge by reserving one day with our Forum's experts.

• Use mapping techniques to match key messages for specific stakeholders
• Conduct your pre-interview due diligence
• Identify the appropriate communicators to engage different audiences
• Put executives at ease during tough interviews
• Create verbal bridges to stay on point and regain control
• Budget correctly to set up training modules or intensive programs
• Create a basic, scalable monitoring framework
• Integrate reputation tracking tools that encompass social media, blogs, online video and more
• Employ media audits to streamline your media relations efforts in the US and worldwide
• Communicate the value of your PR efforts
• Appeal to the C-suite’s business rationale for increased PR research budgets

Expand your media repertoire with powerful new media technology and tools for:

• Issues management
• Legislative and regulatory initiatives
• Coalition building
• Public advocacy
• Corporate social responsibility programs

 25+ Ideas from Award-Winning and Best Practice Examples to Implement Right Away
 Session Handouts from Speakers
 Proprietary Networking Contact List of Attendees & Speakers
 Direct, Immediate Opportunity to Connect via Social Networks

Agenda:

8:30a.m.
Registration and Continental Breakfast Buffet

9:00  – 9:30 a.m.
Opening Session – “Up Close and Personal: Shell Oil Company’s Transformational Media Relations Campaign”

9:30  – 10:30 a.m.
Lab:  Media Training & Message Development – “Navigating Media Mazes and Minefields”

10:30 - 10:45 a.m.
Break

10:45  - 11:30 a.m.
Lab: Integrated Media Measurement – “Measuring Your Reputation’s Complete Media Footprint”

11:30  - 12:15 p.m.
Case Study: Media Technology & Tools – “Powering up Public Affairs Communications”

12:15 – 12:30 p.m.
Break

12:30 – 1:30 p.m.
Luncheon: Networking Tables

1:30 - 1:45 p.m.
Break

1:45 - 2:30 p.m.
Case Study: Digital Media Strategy – “The Media Toolbox for a New Generation of Brand Ambassadors”

2:30  - 3:15 p.m.
Case Study: Crisis Communications – “Media Relations Tactics for Tough Times”

3:15. - 3:30 p.m.
Break

3:30 - 4:15 p.m.
Case Study: Marketing Communications – “Media Relations that Drive Bottom-Line Results”

4:15 - 4:30 p.m.
Bloggers' Last Call: Conference Summary

4:30 - 5 p.m.
Closing Networking Reception

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8:30 a.m.
Registration and Continental Breakfast Buffet

9:00 – 9:30 a.m.
Opening Session – “Up Close and Personal: Shell Oil Company’s Transformational 
Media Relations Campaign”

Shell Oil Company knew that its reputation management program, "A National Dialogue on Energy Security," would be a challenging media relations exercise on an unprecedented scale. With an initial US tour that brought the company president and other Shell business leaders to 50 cities to meet more than 15,000 Americans and conduct more than 100 local and national media interviews, the campaign has proven to be a highly successful initiative that is now in its next pivotal phase. Learn how Shell applied a flexible framework of strategic media relations to this transformational, award-winning campaign.

Speaker:

• Chris Bozman, APR, Deputy Director of US Communications, Shell Oil Company

9:30 - 10:30 a.m.
Lab: Media Training & Message Development – “Navigating Media Mazes and Minefields”

Even the most concise messages framed in carefully chosen media opportunities can prove ineffective when a poorly prepared spokesperson steps into the equation. Whether you are set to start a media campaign or suddenly find yourself in crisis mode, you and your executive team must collectively be at the top of your game. This session will describe unbeatable techniques for avoiding unwanted surprises with journalists and getting the results you want, including ideas for:

• Using mapping techniques to match key messages for specific stakeholders
• Conducting your pre-interview due diligence
• Identifying the appropriate communicators to engage different audiences
• Putting executives at ease during tough interviews
• Verbal bridges to stay on point and regain control
• Budget considerations for setting up training modules or intensive programs

Speakers:

• Andy Gilman, President, CommCore Consulting Group
• Kerry Green Zobor, Vice-President and Managing Director, Consumer Media, World Wildlife Fund

10:30 - 10:45 a.m. - Break

10:45 - 11:30 a.m.
Lab: Integrated Media Measurement – “Measuring Your Reputation’s Complete Media Footprint”

With brands, issues and institutions achieving hyper-visibility on the air, online and in print around the world, tracking your organization’s “media footprint” is more challenging than ever.  Traditional editorial coverage combined with blogs, citizen journalism and peer reviews add new dimensions to reputation management. Go beyond gathering press and broadcast clips by understanding how to:

• Create a basic, scalable monitoring framework
• Integrate reputation tracking tools that encompass social media, blogs, online video and more
• Employ media audits to streamline your media relations efforts in the US and worldwide
• Communicate the value of your PR efforts
• Appeal to the C-suite’s business rationale for increased PR research budgets

Speakers:

• James Issokson, Vice President, Reputation Management, MasterCard International
• Patrick McCrummen, Vice President/Communication and Marketing, American Red Cross

11:30 a.m. - 12:15 p.m.
Case Study: Media Technology & Tools – “Powering up Public Affairs Communications”

Digital distribution platforms aren’t just for popular consumer stories or major business announcements.  Public affairs pioneers will take us behind the scenes of their issues-oriented communications programs that are being deployed through corporate blogs, online newsrooms, viral Web video sharing, social networking sites, and other alternative media distribution channels.  Expand your media repertoire with powerful new media technology and tools for:

• Issues management
• Legislative and regulatory initiatives
• Coalition building
• Public advocacy
• Corporate social responsibility programs

Speakers:

• Michele Mitola, Vice President, Public Affairs, Forum Strategies & Communications
• Greg Wilson, Director, Stakeholder Relations & Issues Development, Altria Client Services, Inc.
• Monte Lutz, Vice President – Digital Public Affairs, Edelman

12:15 - 12:30 p.m. - Break

12:30 – 1:30 p.m.
Luncheon
No keynote speaker at this lunch. We’ve designed a lunch around you and your colleagues to share ideas and challenges while you enjoy a nutritious lunch. Pick a table with a topic that appeals to you, or just network with your peers.

Table topics include:

• Best & Worst Media Pitches
• Talent Recruitment & Retention
• Social Media: When to Use, When to Avoid
• Getting the Best Value out of Your Budget
• Press Releases: SEO and Viral Techniques
• Blogger Relations Dos & Don’ts
• Crisis Communications
• Video & Radio for Media Relations

1:30 - 1:45 p.m. - Break

1:45 - 2:30 p.m.
Case Study: Digital Media Strategy – “The Media Toolbox for a New Generation of Brand Ambassadors”

Gone are the days when a company’s reputation management efforts were focused primarily on mainstream media coverage.   Media relations specialists must now deftly manage all manner of digital communications locally, nationally, internationally –and virtually— in order to fully support a corporation’s change in business strategy.  Walk a mile in the shoes of PR insiders at top global firms that have embraced new media technology in their communications plans for bold corporate reputation initiatives.

Speakers:

• Steve Cody, Managing Partner & Co-founder, Peppercom
  

• Bonin Bough, Global Director of Social Media, PepsiCo
  

2:30 - 3:15 p.m.
Case Study: Crisis Communications – “Media Relations Tactics for Tough Times”

As the nation copes with a tough economy, organizations large and small are responding with adjusted strategies to better navigate in current market conditions. PR executives at the helm of these communications initiatives face an equally challenging media universe in which good, bad and—especially-- ugly news travels in mere seconds. Meet PR’s nimblest communicators who are ensuring brand resilience, and see how they’re shaping media outreach to achieve both short and term business strategies.

Speaker:

• David J. Albritton, Vice President, Communications - Defense Headquarters, ITT

• Christine Nyirjesy Bragale, ABC, Managing Director, Weber Merritt
  

3:15 - 3:30 p.m. - Break

3:30 - 4:15 p.m.
Case Study: Marketing Communications – “Media Relations that Drive Bottom-Line Results”

Media relations strategists play critical roles in helping businesses drive revenue growth by developing new audiences through precise, relevant media placements. Understand how companies have successfully activated PR campaigns as part of cross-communications programs to drive sales within adjacent markets or extend demographic targets.

Speaker:

• Luke Lambert, Senior Vice President and Managing Director - New York, Gibbs & Soell Public Relations
• Gerard Meuchner, Director of Communications and Public Affairs, Eastman Kodak Company

4:15 - 4:30 p.m.
Bloggers' Last Call: Conference Summary

Top public relations and public affairs bloggers have been mixing it up all day in the audience and with speakers, observing which ideas are fresh enough to serve up on tomorrow's communications menu. Compare your conference notes with our panel of bloggers as they summarize the points from today's exciting line-up of speakers and sessions. Take away 25+ surefire tips to jumpstart your media relations efforts. You decide how much homework to assign yourself!

Speaker:

• Peter Shankman, Shankman Blog, CEO of The Geek Factory and founder of Help A Reporter Out
• Jeff Mascott, K Street Café Blog and Managing Director of Adfero Group
• Richard Laermer, Bad Pitch Blog and CEO of RLM Public Relations

4:30 - 5:00 p.m.
Closing Reception

Join us for a champagne toast and light refreshments at the conference closing reception.  It’s the best way get in your last bit of valuable networking time with industry peers and thought leaders.  Don’t forget to sign up for our new Ning social networking group or swap Twitter accounts to continue connecting with other attendees and faculty from the conference!

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If you spend at least a quarter of your time in any of these areas, you should attend this Forum:

• PR
• Public Affairs Communicators
• Media Relations Specialists
• Corporate Communications Executives
• Digital and Social Media Planners
• PR Business Development Executives
• PR Budget Decision Makers

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National Press Club
529 14th St NW # 1300
Washington, DC 20045
Get Directions
Local Hotels

Questions?
If you'd like to register by phone or have questions regarding the program, please contact conference coordinator, Saun Sayamongkhun at ssayamongkhun@accessintel.com; 301-354-1610.

The PR News family of products includes the weekly publication PR News, PR News Webinars and Workshops, the Platinum PR Awards, PR People Awards, CSR Awards, Nonprofit PR Awards, The 100 Best Case Studies Book, Guidebook to Best Practices in CSR; Guidebook to Best Practices in Measurement, Digital PR, Crisis Management and Media Training Guidebooks and PR News Webinars.

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