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PRSSA 2012 National ConferenceOctober 12–16, San Francisco www.prssa.org/conference

BRIDGING THE GAP

2 Registration deadline: Sept. 17. Register early. Space is limited.

San Francisco is a unique and

breathtaking city; a place symboliz-

ing our nation’s diversity. From the

stunning Golden Gate Bridge to the

immaculate art galleries, “The City”

takes pride in its unrivaled attrac-

tions, prominent museums and

amazing neighborhoods. In addi-

tion, San Francisco and nearby Sil-

icon Valley are home to numerous

world-renowned companies. Dis-

cover the variety of sites, shops and

endless restaurants that reflect San

Francisco’s unlimited opportunities,

always-moving atmosphere, and

great ethnic and cultural diversity.

This year, you will experience a pro-

gram consisting of tremendous

professionals and networking op-

portunities that will lead to success

in the world of public relations. It is

now time to “Bridge the Gap.” Join

us in the City by the Bay for the

PRSSA 2012 National Conference.WELCOME TO

SAN FRANCISCO

Register at www.prssa.org/conference. Follow #PRSSANC for updates. 3

Letter From the National President

This year, PRSSA is heading to San Francisco,

one of the country’s most exciting and diverse

cities. Meet with some of the most brilliant minds

and successful companies headquartered here in

San Francisco, where some of the most iconic,

historic sites in the country can be seen.

During these five days at National Conference,

we will network with professionals and other

PRSSA members, develop professionally, improve our leadership skills,

discuss industry trends, learn the value of public relations and make

lasting memories. Our National Conference will provide you with all of

the tools, information, updates and connections you need to help you

become a better Chapter member, a better leader and a better pro-

fessional in the future.

This year’s theme, “Bridging the Gap,” is about connecting ourselves

to public relations professionals, connecting to fellow student members

and connecting our future goals to our present accomplishments. Na-

tional Conference is a time when you can take full advantage of your

future career through attending sessions with top industry professionals

and meeting tomorrow’s leaders.

Take advantage of this year’s National Conference sessions and net-

working opportunities, and explore this great area of the country. As a

progressive Society, we will continue to move forward and bridge the

gap to professionalism in our industry for our members through the

PRSSA 2012 National Conference. Pack your business cards and get

your Chapters ready to attend this memorable event in “The City” on

the west coast!

Lauren K. Gray

2012–2013 National President

Letter From the Conference Committee

The past year has been incredibly memorable as our direct team of six,terrific Faculty Adviser and cast of more than 50 students built the 2012National Conference. We are excited to welcome you to “The City.”

The Bay Area is something to take in and enjoy from your first step toyour last. As we embark upon a week that we hope will have a lastingimpression, we hope the impact that you feel and create leads to thestrong career we all seek.

While here, learn about specialty areas of public relations that you are in-terested in and find out more about topics outside of your comfort zone.This is the time to expand your horizons, find your niche and networkwith fellow future and current professionals from around the country.

We at Sacramento State have had the honor and privilege of building aNational Conference for each of you, and hope that your experiencesleave you with the satisfaction and knowledge that will carry you towardyour already bright future. Please join us in the beautiful city of San Fran-cisco for the PRSSA 2012 National Conference – Bridging the Gap.

From left to right: Mimi Vo, Jessica Smith, Jeff DePew, Maikalina H.Madali, Daniel E. Jackson, Erica N. Brown. Not pictured: Timothy LentHoward, Ph.D., Faculty Adviser


Conference RegistrationAttendees may register by mail, fax or online. Payments may notbe processed by phone. Deadline to register is Sept. 17.

Mail: 411 Lafayette Street, Suite 201, New York, NY 10003Fax: (212) 460-5460Online: www.prssa.org/events/Conference/Register/

CostFull registration: Oct. 12–16; $295 for PRSSA members; $300 forAffiliate members; $330 for nonmembers

Registration questions? Call (800) 350-0111. For other questionsregarding Conference, call (212) 460-1474.

Refund PolicyPRSSA must receive your cancellation in writing at this address:PRSSA 2012 National Conference411 Lafayette Street, Suite 201, New York, NY 10003

For a full refund, your request must be postmarked by Sept. 24. A$125 refund for a 5-day registration and a $60 refund for a dayregistration are offered from Sept. 25 to 5 p.m. EDT on Oct. 1. Norefunds are available after 5 p.m. EDT on Oct. 1.

Finding RoommatesPRSSA does not assign or coordinate roommates for Conference.However, you are encouraged to use the “Public Relations StudentSociety of America 2012 National Conference” Facebook page toget in touch with attendees who are looking for roommates.

Hotel InformationThe Conference will be hosted in San Francisco’s South of Marketdistrict at the Westin San Francisco Market Street. The hotel is sur-rounded by numerous shopping, dining and attractions, and withinwalking distance of scenic cable car trips to Chinatown, Fisher-man’s Wharf, the Ferry Building and Union Square.

The special block rate for the hotel is $229 plus taxes per night(single/double/triple/quad occupancy). Attendees may register on-line through the hotel’s unique booking website: http://bit.ly/PRS-SANChotel.

If you wish to register your room via phone, please use the hotel’sCentral Reservations phone number, (888) 627-8561, and refer togroup code PRJ09A.

Check-In: 3 p.m.; Check-Out: 12 p.m.Deadline to reserve hotel rooms is Sept. 12.

Guest facilities include Ducca, a Northern Italian-focused restaurantthat features full breakfast, lunch and dinner service, a 24-hourbusiness center, a spacious gym and more. The hotel offers on-site valet parking ($48 per day plus tax), laundry and dry cleaningservice, in-room dining and a cash machine/ATM.

Getting to the Westin San Francisco Market StreetFrom San Francisco International Airport (SFO):Taxi – Estimated fare, $45; estimated travel time, 20 minutesBART (Monorail) – Estimated fare, $8; estimated travel time, 40minutesSuperShuttle – Estimated fare, $17; estimated travel time, 30 min-utes to one hour

Getting Around San FranciscoSan Francisco’s Municipal Transportation (MUNI) fare is $2 in exactchange (coins or bills) for adults for a transfer that is good for 90minutes of MUNI transportation. Other modes of transportation arethe Bay Area Rapid Transit (BART), which connects the San Fran-cisco peninsula with surrounding cities, and cable cars, which costabout $5 and connect various destinations around the city. Taxisare readily available at or around the hotel 24 hours a day.

For additional information regarding transportation, visitwww.prssa.org/events/Conference/Hotel_Travel/.

General InformationWardrobeAttendees should dress in business attire for all Conference ses-sions (which includes modest blouses, suits, slacks, ties anddresses — jeans and shorts are not acceptable). The Awards Din-ner on Monday evening is business formal.

However, those attending the “Day in the Bay” opening-night cele-bration are encouraged to dress more casually — a t-shirt repre-senting your Chapter/school and jeans are acceptable.

Please keep in mind that San Francisco weather may be unpre-dictable in October, though temperatures during this time are typ-ically between 50 and 70 degrees. Attendees should pack toaccommodate varying conditions.

Etiquette National Conference is a professional event. Attendees are expectedto represent themselves, their schools and the Society in a profes-sional manner. This includes dressing appropriately for events.

Chapter Roll CallRepresent your school’s Chapter at the Saturday morning ChapterRoll Call. As the PRSSA National President announces your Chapter,have a cheer, chant or song prepared that lets everyone know youhave arrived. Be creative and have fun with it! Please remember todress in business attire, as this event is held in conjunction withthe keynote address.

Information StationMeet up with San Francisco locals to get the lowdown on where togo and what to see. Volunteers can advise you on restaurants,nightlife and local attractions throughout the city.

Special NeedsContact PRSSA Headquarters at (212) 460-1474, or [email protected] as soon as possible if you have any special needs,including but not limited to dietary or health considerations. PRSSAHeadquarters will accommodate requests whenever possible.

Contact the Conference CommitteeEmail: [email protected]: @PRSSANCFind us on Facebook: Public Relations Student Society of America2012 National ConferenceFor more information, please visit www.prssa.org/event/conference.

For any questions regarding the PRSSA 2012 National Conference,call (212) 460-1474.

Photography NoticePlease be aware that by participating in PRSSA’s public forum,“The PRSSA 2012 National Conference,” you are automatically au-thorizing the Public Relations Society of America (hereafter “PRSA”)and the Public Relations Student Society of America (hereafter“PRSSA”) and its employees, agents and assigns to use your name,photograph, voice or other likeness for purposes related to the mis-sion of PRSA and PRSSA, including but not limited to publicity, mar-keting, websites, other electronic forms or media, and promotionof PRSA, PRSSA and its various programs.

CONFERENCE INFO

RMATION

CONFERENCE ATTENDEES ANNUALLY UNITE TO SUPPORT AN ORGANIZATION IMPORTANT TO THE

HOST CITY’S COMMUNITY. THIS YEAR’S COMMUNITYSERVICE INITIATIVE IS A CARD-MAKING DRIVE TO

BENEFIT PATIENTS, BOTH YOUNG AND OLD, IN THECARE OF ONE OF THE LEADING HOSPITALS IN THE

NATION, THE UNIVERSITY OF CALIFORNIA, SAN FRANCISCO MEDICAL CENTER. TO PARTICIPATE,

MEMBERS CAN EITHER MAKE AND BRING HOMEMADECARDS (GET OTHERS INVOLVED AT A CHAPTER

MEETING OR EVENT) OR CREATE THEM ON-SITE AT THECONFERENCE ON FRIDAY. THE CARD MESSAGE CAN

BE UPLIFTING, INSPIRATIONAL OR HALLOWEEN-THEMED. THE CARDS WILL BE DELIVERED TO THE

HOSPITAL LATER IN THE WEEK. A SMALL AMOUNT OFOUR TIME CAN MAKE A BIG DIFFERENCE FOR SOMEONE ELSE. WE ENCOURAGE ALL PRSSA

MEMBERS TO PARTICIPATE.


12 p.m.–7 p.m.1:45 p.m.–2:45 p.m.

3 p.m.–4 p.m.4:15 p.m.–5:15 p.m.5:30 p.m.–6:45 p.m.

5:45 p.m.–7 p.m.8 p.m.–10:30 p.m.

8 a.m.–2 p.m.8 a.m.–9 a.m.

9 a.m.–11:30 a.m.

12 p.m.–1:15 p.m.1:30 p.m.–2:30 p.m.2:45 p.m.–3:45 p.m.

4 p.m.–5 p.m.5:15 p.m.–6:15 p.m.

6:30 p.m.–9 p.mOpen Evening

9 a.m.–12 p.m.9 a.m.–10:30 a.m.11 a.m.–12 p.m. 1 p.m.–2:30 p.m.

3:30 p.m.–4:30 p.m.

7 a.m.–12 p.m.8 a.m.–9:45 a.m.

10:30 a.m.–12 p.m.12:30 p.m.–2 p.m.

2:30 p.m.–3:30 p.m.6 p.m.–8:30 p.m.

8 a.m.– 9:15 a.m.9:45 a.m.–11 a.m.

Registration and HospitalityRegional Conference Workshop Student-Run Firm WorkshopChapter Development Session 1Chapter Development Session 2Chapter Presidents’ Leadership WorkshopPRSSA Adviser SessionA Day in the Bay – Opening Night Celebration

Registration and HospitalityContinental BreakfastWelcomeKeynote Address AwardsChapter Roll CallChapter Presidents’ LunchProfessional Development Session 1Professional Development Session 2Professional Development Session 3Officer DiscussionsPRSA Diversity Mixer (optional)Explore On Your Own

Registration and HospitalityKeynote AddressProfessional Development Session 4PRSA General Session with Biz StoneProfessional Development Session 5

Registration and HospitalityPRSA General Session with Tim Westergren and June CotteCareer Development Exhibition (Schools A–L)Career Development Exhibition (Schools M–Z)Professional Development Session 6I Left My Heart in San Francisco – Awards Ceremony and Dinner

Farewell Breakfast and Final GoodbyesPRSA General Session with Michael Steele

Friday, October 12

Saturday, October 13

Sunday, October 14

Monday, October 15

Tuesday, October 16

CONFERENCE SC

HEDULE AT A GLANCE

DURING THESE FIVE DAYS ATNATIONAL CONFERENCE, WEWILL NETWORK WITH PROFESSIONALS AND OTHERPRSSA MEMBERS, DEVELOP PROFESSIONALLY, IMPROVEOUR LEADERSHIP SKILLS, DISCUSS INDUSTRY TRENDS,LEARN THE VALUE OF PUBLIC RELATIONS AND MAKE LASTING MEMORIES.


CONFERENCE SC

HEDULE Friday, October 12

12 p.m.–7 p.m.Registration and Hospitality

1:45 p.m.–2:45 p.m.Regional Conference WorkshopRegional Conferences, lasting one to three days, pro-vide growth and networking opportunities on a more in-timate level. Past planners and attendees from acrossthe country will discuss their successes and things theywish they’d known beforehand. Any PRSSA memberinterested in attending a Regional Conference or havingtheir Chapter host a future Regional Conference is en-couraged to attend. Coordinators of the selected2013 Regional Conference host Chapters are re-quired to attend.

Student-Run Firm WorkshopHear from a panel of current firm directors, PRSA rep-resentatives and National Affiliated firm directors abouthow to start a student-run firm, build your student-runfirm’s relationship with PRSA, apply for National Affilia-tion, and other important student-run firm issues andconcerns during this interactive session. Having a stu-dent-run firm is a great method of professional devel-opment. Don’t miss out on this opportunity to learn andgrow as a firm member.

3 p.m.–4 p.m.Chapter Development Session 1Hear fresh ideas and build upon your PRSSA Chapter’ssuccess in these sessions staged by other studentChapters that have developed strong programs. Thiswill provide a great opportunity to share successfulpractices and learn about strategic membership recruit-

ment tactics, professional development initiatives andways to improve your Chapter’s relationships with localprofessionals.

Fashion Institute of Technology, “Get to Know thePros: Through Meeting Programming Find Your FIT inPR,” with DePaul University, “What Not to Do: Intern-ship Edition”

Illinois State University, “Illinois State University’s Tipsfor a Strong Executive Board,” with Boston University,“Making New Media Effective”

4:15 p.m.–5:15 p.m.Chapter Development Session 2Brigham Young University, “Let the ConferencingContinue — Even After National Conference Is Over,”with Ohio Northern University, “FIRMing Up: WorkingYour Way to Student-Run Firm Excellence”

Grand Valley State University, “It Takes Two to Tango:Maintaining a Professional Relationship With Your Par-ent Chapter,” with Roger Williams University, “It Takesa Village: Alumni Relations”

5:30 p.m.–6:45 p.m.Chapter Presidents’ Leadership WorkshopLeaders face challenges in a variety of aspects, fromcreating a positive working environment to creating op-portunities for growth for others. Join one of PRSSA’stop alums as he speaks about the skills and leadershipstyles he has incorporated to become an effectiveleader and respected professional.Kevin Saghy, Public Relations & Marketing Specialist,Chicago Cubs



5:45 p.m.–7 p.m.PRSSA Adviser Session: The Role of Advisers in Student Leadership DevelopmentAn extremely important responsibility of the PRSSAFaculty and Professional Advisers is developing leaders.It is one of the basic tenants upon which PRSSA isbased. Much of the adviser’s “training” in developingleaders is gained through on-the-job training or throughindividual initiative. Join this panel of professionals ex-perienced in student leadership development and re-turn to your own Chapter with ideas for developingleaders in your Chapter along with an increased moti-vation to do so.

8 p.m.–10:30 p.m.A Day in the Bay – Opening Night CelebrationCheck out what San Francisco has to offer and makenew friends at this “A Day in the Bay” celebration. Enjoyelements of San Francisco while creating memories tobe cherished and fostering new relationships withattendees from around the country. Chapters areencouraged to dress more casually for this event — at-shirt representing your Chapter/school and jeans areacceptable. A light meal will be served.

Saturday, October 13

8 a.m.–2 p.m.Registration and Hospitality

8 a.m.–9 a.m.Continental BreakfastStart your day off right with a continental breakfast.Arrive early to avoid long lines!

9 a.m.–11:30 a.m.Welcome, Keynote Address, Awards and Chapter Roll CallAs a senior developer advocate working closely withGoogle+, Jordan will share his experiences working for

Google in this capacity while introducing best practicesfor engagement using Google+ and it’s platform elements.Timothy Jordan, Senior Developer Advocate, Google

Following Jordan’s presentation, National President Lau-ren Gray will announce the recipients of several PRSSAawards and initiate the Chapter Roll Call. When you hearyour school called, stand up and share a cheer!

12 p.m.–1:15 p.m.Chapter Presidents’ LunchAs a “thank you” for their continuous dedication toPRSSA, Chapter presidents are invited to a speciallunch. Sponsored by

1:30 p.m.–2:30 p.m.IMC and the PR ProfessionalLearn the basics of integrated marketing communica-tions and other topics vital to professional developmentin public relations. Resources for continuing educationin these areas will be identified and discussed as well. Mitchell Friedman, Associate Dean, Career Develop-ment and Student Affairs, Presidio Graduate School;Adjunct Lecturer, Perley Isaac Reed School of Journal-ism, West Virginia University

Media TrainingPreparing the CEO or other company representative forthe curve balls of the media can be intimidating. Hearfrom a veteran media trainer how to help your repre-sentative stay on message and be ready for surprisingquestions. Dr. Joseph V. Trahan III, APR, Fellow PRSA, Presidentand CEO, Trahan and Associates

Breaking Into SportsThe world of sports is a world full of entertainment onand off the field of play. Favorite athletes and franchiseshave long been under the microscope, as both duringperformance during games and in personal lives is crit-icized. But now there is a twist to the sports industry:new media. Through social media, fans are able toknow about every ounce of effort and commitment theirfavorite athlete provides, as well as how their belovedfranchise is operating. Take a firsthand look into theworld of sports through the eyes and voices of publicrelations professionals from the athlete and franchiseperspectives. Maurice Brazelton, Production Manager, SacramentoKingsAndrew Nicholson, Director, New Media, SacramentoKingsNima Zarrabi, Director of Marketing/Public Relations,REP1 Sports

Prescriptions Doctors Can’t WriteIn a growing and very competitive industry, health carepublic relations professionals play a key role in support-ing their organization’s reputation and growth goals.Find out more about this always-evolving sector in thissession. Jason Carlton, APR, Social Media Specialist, Inter-mountain Healthcare

2:45 p.m.–3:45 p.m.Beyond Sexy Models and Couture Looks: Fashion PRGorgeous models displaying the most up-to-date cloth-ing and beauty trends may first come to mind when theword “fashion” is mentioned. However, it is the peoplebehind the scenes pulling aspects of fashion togetherthat make the world look as good as it does. Get thefirsthand view of the industry during this session. Jennifer P. Brown, Strategic CommunicationsConsultant, JP Squared Charlie Graham, Founder and CEO, Shop It To Me, Inc.


Social Media in the Presidential Election: Its Impact, What We Can LearnThe two finalists for president have leveraged socialmedia to motivate, attack and raise money. Watch associal media strategists dissect how the candidateshow the candidates have used social media and howpublic relations pros canlearn from them.David Almacy, Senior Vice President, Digital Strategies,Edelman PRLawrence J. Parnell, Public Relations ProgramDirector/Associate Professor, The Graduate School ofPolitical Management, George Washington University

Supporting a Greater CauseWorking for a nonprofit offers unique opportunities andchallenges. Discover the possibilities within nonprofitsduring this session.Speaker TBA

Don’t Cry Over Spilled … Oil?Crises happen every day. Keeping a level head andbeing prepared to deal with anything can be beneficialto all parties involved. Learn from this case study onoil spill crises and receive best tips on how to respondto crises. Alexia Retallack, Manager of Public Affairs, Trainingand COFR, State of California Dept. of Fish and Game

4 p.m.–5 p.m. Earn A Five-Star Rating with Restaurant and Hospitality PRGuests – and critics – expect top-notch service whendining at restaurants and staying at hotels. In additionto talented chefs and dedicated housekeeping staff, thehospitality industry relies on professionals to leadbranding, social media, marketing and public relationsefforts. Get a taste for this work during this session.Andrew Freeman, President, Andrew Freeman & Co.

Back to the BAYsicsSecuring a job after college may seem like a challenge.

An expert will share advice that may help you land your

first job out of college and jumpstart your career.

Emma Shiflett, Recruitment Assistant, Edelman

Why Social Media Is a MustUsing social media in public relations allows compa-

nies to quickly communicate to large audiences and

to understand how their brand affects others. Attend

this session to learn the best tips to make the most of

social media.

Heather Whaling, President, Geben Communication

The Ten Essentials of a Successful PR CareerThe field of public relations is becoming more compet-

itive every day. To stay ahead of the game, study

straightforward, succinct tips from a seasoned profes-

sional to help you get the job done right.

Virgil Scudder, President, Virgil Scudder & Associates, Inc.

5:15 p.m.–6:15 p.m.

Officer DiscussionsAll Conference attendees are invited to participate in

the officer discussions, where you can discuss the chal-

lenges and opportunities you’ve faced with those who

hold similar positions at their Chapters. These discus-

sions are also a great way to learn more about the re-

sponsibilities of being on the e-board if you’re

considering running for office. Discussion groups will be

divided as follows:

• Public relations liaisons, webmasters and historians

• Publications and student-run firms

• Secretaries and treasurers

• Presidents and vice presidents

Open Evening – Explore On Your Own

Sunday, October 14

9 a.m.–12 p.m.Registration and Hospitality

9 a.m.–10:30 a.m.Keynote AddressMeet the Living Legends of Public RelationsThis unique Conference highlight brings you face-to-face with Living Legends in public relations. These hon-ored leaders will answer your questions and participatein a lively discussion about issues of importance toyoung professionals.Sponsored by

11 a.m.–12 p.m.Creativity: Innovative Ideas Create Unforgettable ExperiencesCreativity is the cornerstone of great strategic commu-nications planning and implementation — it is embed-ded in our strategies, tactics and all professionalcommunication. Learn how creativity can be used indeveloping campaigns that resonate and drive action.Hear about creative success stories while discussing acreativity process that will allow you to exceed in yourfuture career and stand out in the workplace.Jeffrey Ory, ABC, APR, President, il Stratega


• Burson-Marsteller

• General Motors

• GW’s Graduate School of Political Management – Strategic Public Relations Graduate Program

• Inner Circle Labs

• Ketchum

• Lewis PR

• Master’s in Interactive Media, Elon University

• Medill, Northwestern University

• New York University School of Continuing and Professional Studies

• Quinnipiac University School of Communications

• Shift Communications

• Taylor

• The Hoffman Agency

• W2O Group, WCG, and Twist Marketing

• Waggener Edstrom Worldwide

• WVU Integrated Marketing Communications Graduate Program

• Willamette University MBA

And more ....CAREER DEVELOPM

ENT EXHIBITORS


Moving Forward ... One Byte at a TimeThe technology sector advances quickly. Successfulcommunicators must stay on top of the latest industrytrends and developments. Learn more about this rap-idly-growing niche.Dani Dudeck, General Manager of Global Communi-cations, Marketing Communications, ZyngaTim Wieland, APR, Account Director, Airfoil Public Re-lations

How To Travel The World With Your PR CareerLearning the “American ways of public relations” maybe beneficial … if you stay only within the Americanmarket. Step outside the box and learn about emergingpublic relations trends from around the world. This ses-sion will open your eyes to greater opportunities in theworldwide market. Shabnam Asthana, Director, Empowered SolutionsMorgan McLintic, Executive Vice President, US, Lewis PR

Brand You — The Secrets of Personal BrandingPersonal branding is the cornerstone of any profes-sional. Your brand is who you are and how you are rep-resented to those unfamiliar with your name. Find outhow to discover your niche and carry your special at-tributes into the level of success you desire. Matt Prince, Senior Manager, Executive Communica-tions, Disneyland Resort

1 p.m.–2:30 p.m.PRSA General Session — Blending Technology With HumanityThe self-described “Internet entrepreneur who believesin the triumph of humanity with a little help from tech-nology” will deliver the opening PRSA General Sessionon how technology continues to impact the changingcommunications landscape. Note: This event will beheld at the PRSA International Conference hotel.Biz Stone, Co-Founder, Twitter

3:30 p.m.–4:30 p.m.Spectacular Events on a Shoestring BudgetHave you had to plan events despite being short ontime or money? Learn about all of the elements criticalin planning impressive events with limited funds, includ-ing go-to templates. Noelle K. Afualo, Director of Public Relations, SimonWong Engineering

Supercharge Your WritingThe newsroom is experiencing as much change as therest of our fast-paced society. Editors face shrinkingstaff and increasing requests for news coverage. Today,many young professionals enter the public relationsfield without ever having worked in a newsroom. Yet,these same new pros are expected to write news sto-ries where often the intended target audience (and gatekeepers) are news editors. Discover how to craft highimpact news stories, the importance of capturing thereader’s interest quickly and what makes a news storyeasier to read.Tom Unger, ABC, APR, CTM, Senior Vice Presidentand Oregon Region Manager of Corporate Communi-cations, Wells Fargo & Co.

Navigating Your New Life as a New ProEver wonder what it’s like moving to a new city andstarting a new job after graduation? How about whatyou can expect in a post-graduate internship? Thispanel, which features members of PRSA’s New Profes-sionals Section, and represents a variety of industrysegments and geographies, will cover what it takes tosuccessfully transition from student to professional. Brandi Boatner, Digital Experience Manager, IBMGlobal Technology ServicesAlyssa Bronikowski, Media Manager, GolinHarrisChrista Keizer, Assistant Account Executive, EdelmanSarah Siewert, Senior Account Executive, Public Com-munications Inc.

Reaching for the Stars: Recruiting Celebrities for PR Campaigns & Special EventsCelebrities bring visibility and attract more media atten-

tion to public relations campaigns and special events

than most other public relations strategies. However,

successfully contacting, negotiating and working with

celebrities requires critical research and specialized

rules of protocol. In this session, you will learn about

understanding the mindset of celebrities, what it takes

to motivate them to say “yes,” and what you need to

consider after they have confirmed participation.

Rita Tateel, President, The Celebrity Source

Monday, October 15

7 a.m.–12 p.m.

Registration and Hospitality

8 a.m.–9:45 a.m.

PRSA General Session — Shaping the Future of Pandora and Person-alized Radio; When Will Consumers Pay toBe Good?This award-winning composer will share his experience

in setting Pandora’s overall strategy and vision, as well

as discuss how he spends time traveling the country to

connect with the tens of millions of Pandora users.

Tim Westergren, Founder and Chief Strategy Officer,

Pandora


School of BusinessThis consumer behavioral expert will highlight the im-plications of her recent study, “When Will ConsumersPay to Be Good?,” as well as analyze whether or notconsumers reward corporations for their social respon-sibility practices, and if so, how much. Note: This event

will be held at the PRSA International Conference hotel.

June Cotte, George and Mary Turnbull Fellow and As-sociate Professor of Marketing, Richard Ivey School ofBusiness

10:30 a.m.–2 p.m. Career Development Exhibition Looking for your dream job, internship or graduateschool? Join corporations, agencies and education in-stitutions from around the nation to learn how to be theideal candidate. Chat, share your resume and makeyour dreams become a reality. 10:30 a.m.–12 p.m. — Schools A–L

12:30 p.m.–2 p.m. — Schools M–Z

2:30 p.m.–3:30 p.m.Keep Them Coming Back For MoreMuseums, parks, restaurants and zoos are just a fewof the attractions that entice visitors to cities around thecountry. Coordinating efforts with different organizations— including hotels, attractions, and state and nationaltourism offices — to offer the best experiences to trav-elers keeps practitioners in the travel and tourism in-dustry constantly moving. Come learn about theopportunities in this industry from experts representingtwo of the country’s top 20 largest cities. Angela Jackson, Director, Media Relations, Interna-tional, San Francisco TravelScott Peacock, Public Relations Manager, ExperienceColumbus

How Customers Are Forcing Business To Be More SocialOrganizations are learning to adapt to the needs of theirtarget markets through internal planning. Learn abouthow customers today are gaining influence and forcingbusiness to change the way they communicate.Michael Brito, Author and Senior Vice President, So-cial Business Planning, Edelman

Facebook & Twitter & Blogs, Oh My! Tips on Social Media EthicsEthics controversies involving social media have rmadeheadlines recently. These situations, widely reported inmajor trade, business and consumer media, provide a“teachable moment” for public relations students aboutinappropriate ethical practices in the social mediarealm. This session in public relations ethics, focusingon social media, will look at some recent cases, famil-iarize participants with the PRSA Code of Ethics andother PRSA ethics resources, offer insights into real-world ethics cases, and provide a social media-ethicscase study for discussion.Deborah A. Silverman, Ph.D., APR, Fellow PRSA,

Chair, PRSA Board of Ethics and Professional Stan-dards, and Associate Professor of Communication,Buffalo State CollegeFrancis McDonald, Ph.D., APR, Assistant Professor,The Scripps Howard School of Journalism and Com-munications

Perfect Pitching: Intrigue Overworked Journalists and Please-Wary BloggersHow do you grab journalists’ and bloggers’ attentionevery time and follow up without annoying them? Walkaway with practical tips that will immediately boost yourmedia and blog coverage despite the transformation ofthe media landscape. Michael Smart, Principal, MichaelSMARTPR

6 p.m.–8:30 p.m.

I Left My Heart in San Francisco — Awards Ceremony and DinnerCome one, come all as we celebrate the Conference’s

success and acknowledge the accomplishments of top

members and Chapters from around the country. As we

spend our last night together, remember what you have

learned, share the memories you have created, and

never forget the moments and people you grew close

to in the beautiful city of San Francisco. Enjoy the

evening! Note: This event will be held at the PRSA

International Conference hotel.

Tuesday, October 16

8 a.m.–9:15 a.m.

Farewell Breakfast and Final GoodbyesWrap up your San Francisco experience at the farewell

breakfast with your new friends. Hear from the National

Committee and get a sneak peek at the PRSSA 2013

National Conference.

9:45 a.m.–11 a.m.

PRSA General Session — An Expert’s Look at the 2012 ElectionElected chairman of the Republican National Commit-

tee in 2009, Michael Steele recently launched the bi-

partisan public affairs consultancy, Purple Nation

Solutions, with Fox News contributor and former White

House special counsel Lanny Davis. Steele will offer in-

sight into the key issues shaping the 2012 election, as

well as the communications challenges that lie ahead

for each candidate. Note: This event will be held at the

PRSA International Conference hotel.

Michael Steele, Political Analyst, MSNBC

THE PRSA DIVERSITY COMMITTEE INVITES YOU TO

THE SECOND ANNUAL PRSSA 2012 INTERNATIONAL CONFERENCE

DIVERSITY MIXER

SATURDAY, OCT. 136:30 P.M.–9 P.M.

PRSA INTERNATIONAL CONFERENCE HOTEL

FREE ADMISSION FOR PRSSA CONFERENCE ATTENDEES

SPONSORED BY THE PRSA DIVERSITY COMMITTEE

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Remember to register by Sept. 17. Space is limited and reservations will be honored on a first come, first served basis.

Registration Questions: (212) 460-8090Conference Information: (212) 460-1474 or visit www.prssa.org/conference

On Facebook: "Public Relations Student Society of America 2012 National Conference" pageOn Twitter: @PRSSANC or #PRSSANC

PRSSA thanks the generous sponsors that make this Conference possible:

Public Relations Student Society of America33 Maiden Lane, 11th FloorNew York, NY 10038-5150

www.prssa.org

bridging the gapapps-prssa.prsa.org/events/past/conference/2012/12... · benefit patients, both...

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