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Driven to Distinction

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Detroit

PRSSA 2008 NATIONAL CONFERENCE October 24-28, 2008 Courtyard by Marriott Detroit Downtown

OFFICIAL CONFERENCE PROGRAM


A MESSAGE FROM THE NATIONAL PRESIDENT

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Communicate strategically.

At American University’s graduate program in Public Communication, students are empowered with the strategic tools and insights that rival what professionals learn after years in the field.

Graduate programs offered: • Film and Media Arts

• Journalism

• Public Communication

• International Media

www.soc.american.edu/prssa

Serious. Passionate. Professional.


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Welcome Letters

After months of waiting, you havefinally arrived, and we hope you enjoy the PRSSA 2008 National Conference as you are “Driven to Distinction.” You will find that the Conference schedule is filled with a variety of activi-ties for your professional development and enjoyment. Please take time to review this brochure and note the events that you are interested in attending. Some events that you will not want to miss are the PRSA General Sessions, the Career Development Exhibition filled with top-notch organizations, and the PRSA Opening Gala, designed to provide an amazing evening of entertainment. Attendees must purchase tickets for the PRSA

Opening Gala in advance. Take time to visit our “What’s the 3-1-3?” information table for information on the city and its attractions. It will help to provide you with a smooth and enjoyable stay. We are excited about what the Conference and Detroit has to offer. We are happy to have you join us for these eventful four days.

Bre McKamie and Kim Bonnell, Conference CoordinatorsSara Williams, Program DirectorJared Bryan, Communications DirectorEastern Michigan University and Wayne State University

A MESSAGE FROM THE NATIONAL PRESIDENT

Welcome to the “D” and the PRSSA 2008 National Conference! The next four days will be filled with exciting Professional Development sessions, net-working activities, job and internship information, and amazing socials. I encourage you to do your future a favor. Take advantage of all these invaluable opportunities to develop your public relations skills.

National Conference is a perfect time for Society members to grow both pro-fessionally and personally while interacting with experienced public relations professionals and other students from across the globe.

Those of us on the 2008-09 National Committee sincerely appreciate your participation with and commitment to PRSSA. During this week, feel free to reach out to the members of the National Committee as a resource. We are here to serve you.

Also, make sure you tour the “D” while at Conference to experience the arts, culture and entertainment of Detroit.

So, get behind the wheel and “Drive to Distinction.” Have a great time at the PRSSA National Conference! Brandi BoatnerNational PresidentHawaii Pacific University A MESSAGE FROM THE

NATIONAL CONFERENCE COMMITTEE

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— Be aware of your environment.— Walk in large groups - never alone. Walk briskly and with confidence to your destination.— Carry a major credit card and a picture ID separately, away from a wallet or purse. There are few things that can be as discomforting as being away from home with no money or credit cards. It’s possible to get a cash advance with a credit card, but most banks will require a picture ID.— Use a reliable taxicab service when traveling late at night to and from the hotel, especially when traveling alone. Be sure to bring some extra cash to pay the driver.

SAFETY IN THE CITYWhile at the PRSSA 2008 National Conference, have fun exploring the field of public relations — but don’t forget to be

safe. In order to make your stay in Detroit the best possible, here are some safety tips that will be helpful:

Make sure all your activities contribute to the fun, but are lawful and becoming of pre-professional public relations practitioners.

— Use traveler’s checks or credit cards instead of cash whenever possible.— Carry the fewest items possible to reduce your burden as well as a thief’s targets. Keep wallets or purses under direct control at all times.— When using bathrooms, don’t put valuables on the floor. When at restaurants or other public places, don’t hang a purse on the back of a chair.— Ladies should avoid wearing valuable, loose-fitting jewelry.— Be aware of scams. Keep walking and ignore people who stop to ask meaningless questions.

While there is much to do in the city of Detroit, you may choose to visit Canada. If you choose to do so, you will need to provide the proper identification as it is considered an international border. Currently, a driver’s license (or similar photo ID) and a birth

certificate are the basic requirements. A passport is suggested.

General Information

Cash BarWhat’s the 3-1-3?

Visiting Canada

What’s the 4-1-1? No, come find out what’s the 3-1-3 at our information table. Our volunteers will

help you find amazing restaurants, night clubs and local attractions in the Downtown Detroit area. De-troit has a lot to offer, so if you have any questions, feel free to stop by our “What’s the 3-1-3?” table.

We will be waiting for you!

Wardrobe

A cash bar will be available at the PRSA/PRSSA social event. If you are 21 or over and plan to consume alcoholic beverages, don’t forget to bring a valid ID (driver’s license, pass-port or ID card). Please drink responsibly.

Business professional is expected for the entirety of the Conference. Please dress appropriately for each

event, and remember, this is a professional function.

Marriott Renaissance Center


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See all that Downtown Detroit has to offer by riding the Detroit People Mover. The People Mover has stops at both the Renaissance Center, where the Marriott Downtown Detroit is located, as well as the Millender Center, home of the Courtyard. Most local attractions and restaurants are located within walking distance of the hotel and are also accessible via several People Mover Stations.

People Mover Schedule:Mon.-Thurs., 6:30 a.m.- Midnight

Friday, 6:30 a.m. - 2:00 a.m. Saturday, 9:00 a.m.- 2:00 a.m. Sunday, 12:00 p.m.- Midnight Cost: 50 cents each way

To ease your travels to meet-ing rooms we have provided a key of locations and some floor plans of the Marriott Renaissance Center. We will also have volunteers through-out the hotels and the maps should also assist with your travels.

Please note that sessions are located at GM University, which can be found on level 2 (the glass floor) between towers 200 and 300. You can also access the People Mover and skywalk from this level. The skywalk will take you to the Courtyard Marriott where sessions, registration and the information booth are located.

Other sessions and socials are located at the Marriott Renais-sance Center. The best way to reach this destination is from level 2 at the center of the building.

Key of Locations:

CMDD: Courtyard Marriott Downtown Detroit

MRC:Marriott Renaissance Center

GMU:General Motors University

Traveling in Detroit

Marriott Renaissance Center

Directories

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Schedule - Friday

3:00 p.m. - 4:00 p.m.

4:15 p.m. - 5:15 p.m.

5:30 p.m. - 6:30 p.m.CMDD

Cascade Ballroom

Friday, October 24

9:00 a.m. - 7:00 p.m. Registration: What’s the 3-1-3? CMDD Cascade Ballroom Lobby

From the Textbook to the Real World

Ever wonder if professionals actually do what you are learning about in class? Are you wondering how PRSSA and PRSA fit into a career and help you achieve your goals? Find out in this session as young professionals talk about their expe-riences in their first few years after earning their degrees. This is practical knowl-edge every college student needs that will answer the question, “What should I be doing now to be ready for my future?”

Chapter Development Session 1

“How to Succeed in the Office Without Really Trying!” Elon University MRC Cabot Room

“Pitching Like Pros: How to Score Clients for Your PR Firm” University of Nebraska at Omaha MRC Cabot Room

“Using Social Media to Boost Internal Communication Within a Chapter” Salem State College MRC Cartier Room

“The Ride of Your Life: Taking the Front Seat in the Bateman Competition” Loyola University New Orleans MRC Cartier Room

Chapter Development Session 2

“Striving for That Motown Distinction in Your Chapter” University of Northern Iowa MRC Cabot Room

“Got Ethics? Doing the Right Thing in the Right Way for the Right Reasons” Belmont University MRC Cabot Room

“Branding Your Chapter” University of Wisconsin- Milwaukee MRC Cartier Room

“Making the Most of Your Chapter: A Guide on How to Use Resources” Ohio Northern University MRC Cartier Room

Chapter Presidents’ Leadership Workshop

Chapter presidents, come hear Professor M. Larry Litwin, APR, Fellow PRSA, Rowan University PRSSA Faculty Advisor, share leadership skills to help you lead your Chapter to success. The session consists of an icebreaker, interactive discussion and the opportunity for Q&A. Topics include: how to be an effective leader, communication skills, and how to deal with different leadership styles.

10:45 a.m. - 12:00 p.m.CMDD

Cascade Ballroom

Community Service Initiative

1:00 p.m. - 2:30 p.m.CMDD

Cascade Ballroom


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Schedule - Friday/Saturday

8:00 p.m. - 10:00 p.m. MRC

Ontario Hall

5:30 p.m. - 7:00 p.m.GMU 5/6

Registration: What’s the 3-1-3? CMDD Cascade Ballroom Lobby

Continental Breakfast Provided MRC Ambassador Ballroom Lobby

Meet and Greet the National Committee / Keynote Address / Chapter Roll CallKeynote Speaker: Ofield Dukes, APR, Fellow PRSA, President, Ofield Dukes & Associates

Listed as one of the top five effective communicators of 2005, and with more than 30 year’s experience, Ofield Dukes is one of the most successful public relations professionals. President and founder of Ofield Dukes & Associates, he will discuss the struggles and triumphs of rising to the top of the public relations profession.

Saturday, October 25

8:00 a.m. – 9:00 a.m.

8:00 a.m. – 6:00 p.m.

PRSSA Advisor Session (Calling all PRSSA Faculty and Professional Advisors)

Come hear National Advisors Dr. Stephen Iseman, APR, Fellow PRSA, Ohio Northern University, and Travis Parman, APR, General Motors Corporation, lead a discussion designed to share best practices that have benefited Chapters of all sizes from around the country. Topics to be discussed include: the Bateman Case Study Competition, charter renewal, advising/counseling students, nationally af-filiated student-run firms, and more.

Motown Premiere “Bring Us Something PRSSA”

During this social, Conference attendees will karaoke to Motown sounds from great artists, such as Diana Ross, the Temptations and Stevie Wonder. While hanging out in a jazz lounge motif, attendees will exchange gifts from their Chapter, university or home state. Make sure to bring enough to pass out to other Chapters.

9:00 a.m. – 11:00 a.m.MRC

Ambassador Ballroom

Show how your PRSSA spirit at the Chapter Roll Call. Shout out your

Chapter pride and show everyone that your Chapter is in the “D”.

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Schedule - Saturday

Session 1

Motor City Metamorphosis: Automotive PR PanelMary Henige, APR, Director of Executive & Strategic Communication, General Motors Corp.; Mark Truby, Ford Motor Company, TBA Chrysler

Detroit is known for its automotive connection. Listen to professionals from GM, Ford and Chrysler, also known as the “Big Three,” as they offer insight on how to communicate in the auto world. As companies look for cost-effective ways to make vehicles, representatives from the Big Three will share the challenges of operating — and communicating — in a time unlike any other in our history. Learn how they are responding to these public relations challenges in an attempt to manage their image.

Driven to the Solution: Crisis Management Tim McIntyre, Vice President, Communications, Domino’s Pizza, LLC

Everyone loves pizza — especially when it’s delivered fast. During this session, Tim McIntyre will discuss a crisis that was experienced by a worldwide company and how it was carefully handled. McIntyre has experience in various aspects of public relations. At Domino’s he manages the internal communica-tions, public and media relations, crisis communications, community involvement and charitable giving programs.

Crossing Borders Through Communication: Global PR Janet Tabor, Senior Vice President, Weber Shandwick Worldwide

Despite what you may have heard, it is not a “small world after all.” The world is, in fact, a big, big place. While communicating across borders has technically be-come easier and faster, crafting messages and communications campaigns that resonate and are relevant across borders requires a specific skill set. Janet Tabor will share her strategies, best practices and lessons learned in going global.

Ethics in Public RelationsJohn Bailey, President/CEO, John Bailey & Associates Inc; Ginni Jurkowski, Lecturer, State University of New York at Geneseo; Deborah Silverman, Ph.D., APR, Assistant Professor of Communication, Buffalo State College, State University of New York; and Jonathan Slater, Ph.D., Associate Professor of Communication, State University of New York at Plattsburgh.

There is nothing more important than being honest and truthful in everything we do. Your reputation as a professional who upholds these principles will be what makes you successful in the future. Hear from professors Ginni Jurkowski, Deborah Silverman, Jonathan Slater and veteran practitioner John Bailey on how to make the right choice at the most critical of times. You’ll get an overview of the PRSA Code of Ethics and discuss real-life ethics problems faced by public rela-tions practitioners. You will all be faced with tough choices and this session will help you know how to make the right one.

MRCSalon 2

MRCSalon 3

MRCOntario Hall West

1:00 p.m. – 2:00 p.m.

MRCSalon 1


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Schedule - Saturday

Session 2

The Inside Story of Healthcare Public RelationsRose Glenn, APR, Senior Vice President, Marketing and Public Relations, Henry Ford Health System

In a growing and very competitive industry, health care PR professionals play a key role in supporting their organization’s reputation and growth goals. With more than 25 years of health care experience, Rose Glenn is an expert in all aspects of communications, from employee engagement and issues management to media relations and crisis communications. Join Rose in a dynamic session that includes a checklist of what she looks for when hiring new professionals.

Crisis Communications Jeffrey Douglas, APR, Fellow PRSA, Director of Public Relations, Virginia-Mary-land Regional College of Veterinary Medicine

Universities across the country have to be prepared for the unexpected and sometimes tragic events that may unfold. When your school is rocked by a sud-den emergency, crisis communication is one of the keys to survival and success. When tragedy strikes, what do you do? What do you say? How do you reach a large audience in a short time? Jeffrey Douglas, APR, Fellow PRSA, will share his story and the crisis communication strategies he used during the tragedy on the Virginia Tech campus.

Reaching for the Stars: Entertainment PR Rita Tateel, President, The Celebrity Source

Celebrities draw more than a crowd to special events. But while it’s usually easy to pick the celebrity you want, getting him or her to participate is the hard part. Listen and learn while Ms. Tateel reveals her secrets and strategies for getting some of Hollywood’s finest to make more than just an appearance.

The Inside Scoop About Promotions: Radio BroadcastBen Perez, Regional Promotions Manager, Greater Media Detroit

Representatives from Greater Media Detroit, home to three of the most popular Detroit radio stations — WCSX, WRIF and WMGC — will provide insights on how to facilitate promotions in broadcast media. Learn the importance of creativ-ity when planning/executing marketing efforts for on- and off-site promotional events, as well as the pros and cons of effectively communicating a client’s mes-sage to its target audience on air.

2:30 p.m. – 3:30 p.m.

MRCSalon 1

MRCSalon 2

MRCSalon 3

Ontario Hall West

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Schedule - Saturday

Session 3

Distinguished Champions: Sports PRDavid M. Wieme, Director, Strategic Communication, Palace Sports & Entertainment

Sports are a hot topic for anyone in Detroit! In a town of highly competitive, widely recognized teams, it is important to be a standout nationally. Join David M. Wieme as he discusses how the 2004 World Champion Detroit Pistons remain in the national spotlight.

Employee Communications: Internal PRAllison R. Bunin, Director, Employee Communications, North Shore-Long Island Jewish Health System

The most vital part of any company is its employees. Without them, companies cease to create the products or provide the services. In this session you will learn the importance of communicating with employees and how this helps a company to reach its goals.

The Role of Public Relations in Driving Strategic Business GrowthKathryn Oldham, Director of Corporate Communications, Little Caesar’s Pizza

Public relations and communications play an important role in helping organiza-tions execute strategies and achieve business goals. Public relations practitio-ners bring value by aligning their plans with their company’s business plans. Learn how to develop and execute a strategic communications plan to help drive business results.

Diversifying Your Donors: Donor/Fund-raising PR Richard Martin, Vice President of Advancement, Lutheran Social Services of Michigan

Asking anyone for money is always difficult, especially trying to get people involved in and excited about what your organization is doing. This session will help you to learn how to reach out and raise money from places that you may have never thought of. It is important to utilize all of the resources available; so come and take time to find out how you can do just that.

Officer Discussions

These meetings will enable students to share details, news and advice on Chapter executive board positions (excluding Chapter presidents).They will split into groups of: Vice Presidents - CMDD Cascade Ballroom AB Secretaries and Treasurers - GMU 5/6 Public Relations Liaisons, Historians and Webmasters - GMU 9/10 Publications and Student-Run Firms - GMU 12/13

5:15 p.m. - 6:15 p.m.

MRCSalon 2

Ontario Hall West

MRCSalon 3

4:00 p.m. - 5:00 p.m.

MRCSalon 1


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6:30 p.m.

6:45 p.m.Co-sponsored by

Willamette University and Airfoil Public Relations

Schedule - Saturday/Sunday

10:00 a.m. - 11:15 a.m.CMDD

Cascade Ballroom

9:00 a.m. - 12:00 p.m.

GMU 5/6

Sunday, October 26

Dine Around

This event is closed. For those selected, please go to the Andiamo Riverfront Restaurant located in the Renaissance Center. This event is from 6:30 - 9:30 p.m

Chapter Presidents’ Dinner

Chapter presidents will cruise down the Detroit River as they listen and discuss their commonalities, successes and ideas for the upcoming school year. Each president will receive royal treatment on the famous Detroit Princess Riverboat — enjoying the scenery of both the Detroit and Canadian waters. This is a time to build relationships with your peers across the nation, as well as learn ways to enhance your leadership and Chapter. This event is for Chapter presidents only. Please be sure to bring your ticket to the riverboat.

Registration: What’s the 3-1-3? CMDD Cascade Ballroom Lobby

Meet the Living Legends of Public Relations

What leads to professional success? What are your challenges? In this unique, exciting session, four legendary leaders answer your questions: Page Society Hall of Fame honoree Steven Harris, vice president, Global Communications, General Motors; PRSA Gold Anvil winners John Felton, APR, Fellow PRSA, founder, Institute for Public Relations, Thomas Hoog, Fellow PRSA, president/CEO (ret.), Hill & Knowlton; and Dr. Debra Miller, APR, Fellow PRSA, senior director, Marketing-Communications, Clark Atlanta University. Moderated by PRSA Outstanding Educator honoree Dr. Bruce Berger, this historic and candid dialogue will be videotaped for Chapters and classrooms.

Regional Activity Workshop

Want to gain event planning experience while building your resume and portfo-lio? Hosting a Regional Activity is the perfect hands-on learning opportunity. It also gives your Chapter the opportunity to gain national attention, work with other schools and earn some extra funds. Join Jena Johnson, PRSSA vice president of regional activities, as well as past Regional Activity hosts, in discussing best practices. All schools that submitted bids for a 2009 Regional Activity shouldattend.

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Schedule - Sunday

Student-Run Firm Workshop

Learn how to successfully manage a public relations firm from PRSSA nationally affiliated student-run firms from across the country. This session will be hosted by Tyler Page, PRSSA vice president of Professional Development, along with public relations professionals from some of the nation’s top firms who are willing to share their experience and advice. Students from schools without a student-run firm are also encouraged to attend.

PRSA General Session Craig Newmark, Founder of Craigslist

Craig Newmark is the Craig of Craigslist, a noncommercial community bulletin board that has emerged as one of the top 10 Internet companies in the world in terms of page views, attracting more than 10 billion views, as well as 35 million visitors from more than 550 cities and 55 countries per month. Referred to as The Wizard of the Local by Time magazine, the Craigslist founder, chairman and customer service representative will be sharing his views on the future of online community and commerce.

Session 1

Live Digital: Social MediaJud Branam, Managing Director, Manning, Selvage & Lee

You talk on an IPhone®, text daily, keep an eye on a list of blogs through an RSS reader, and have long lists of friends on LinkedIn and Facebook. You “live digital.” Surprisingly, a recent survey revealed that not everyone is “there” just yet. At-tendees will get an education in “digital” and its four main components: Strategy & Consulting, Conversation, Digital Publishing, and Measurement & Accountabil-ity. Also learn how to incorporate social media networks into client programs.

Event PlanningDennis John Gaschen, APR, Public Relations Counselor, Professor, California State University, Fullerton

Details, details, details — every event involves attention to details. From music styles and food to napkin color and font size for a brochure. There are many things to decide and manage when planning an event. In this session, Dennis Gaschen will explain how to plan your way to success.

2:30 p.m. – 3:30 p.m.

CMDDCascade Ballroom

12:15 p.m. – 2:00 p.m. MRC

Ambassador Ballroom




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4:00 p.m. – 5:00 p.m.

Schedule - Sunday

Going Green: From Detroit to the Valley and Everywhere in BetweenTracey Parry, APR, Senior Vice President, Airfoil Public Relations

Arising from Detroit’s industrial history, garnering attention in Congress, and backed by like-minded citizens, environmentally friendly practices of companies will bubble up to the top of the public’s mind in the near future — especially with a national election just around the corner. This lively panel discussion will cover the national forces driving change and the global impact of new practices, how com-panies can gain recognition as an environmentally friendly company, and how to respond when a company’s sustainability practice is under fire.

Diversity in the Workplace and Around the Globe: Confronting the “ism” Rosanna M. Fiske, APR, Graduate Coordinator & Associate Professor, Florida International University

Ageism, sexism, racism — all are issues dealt with in the world of public rela-tions, where cultures often collide. Whether working overseas or targeting an unfamiliar culture, learn how to properly identify and handle the “ism” and cultural sensitivity.

Session 2

Market Your CampaignJulie Hamp, APR, Senior Vice President, PepsiCo

Inspiring ideas and creative direction are not the only requirements needed when it comes to implementing an effective campaign. Join us as we discuss best prac-tices in developing, implementing and marketing your campaign.

Integrating Innovative Ideas: Internal CommunicationsJennifer Brown, Internal Communications Manager, Limited Brands Logistical Services; Christa Sackett, Co-sales Manager, Store Communications and Client Relations, Limited Brands; Christy Tostevin, Manager of Internal Communica-tions, Limited Brands

Wikis, blogs and events … oh my! The latest technology resources and hot trends are one way to infuse innovation into an internal communications pro-gram. Another, and we’d argue more effective, way is to view innovation in terms of how you think about communications, not just the way you execute it. In this session attendees will learn: new ways of thinking about internal communications (and some examples of companies doing it well); how to emotionally connect an audience to their brand or campaign; and ways to determine if internal communications is the right career fit.

GMU 5/6

GMU 9/10



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Schedule - Sunday

7:00 p.m. - 9:00 p.m.MRC

Wintergarden

What It Takes To Be a Bateman Case Study WinnerPresentation by 2008 Bateman Case Study Competition winner —Loyola University New Orleans

“Step Up” to see the Loyola University New Orleans Bateman team present their award-winning campaign for General Motors, Chevrolet and Safe Kids Buckle Up. Kelly Rayner, Shannon Corrigan, Danny Mazier, Andrea Mulcrone, and Kelly Roth will discuss their partnerships with a New Orleans public and private school, a local DJ, and popular hangouts, to encourage tweens in New Orleans to adopt their Step Up Strap In seat belt safety message.

Building Bonds Through Urbanization: Community RelationsPeggy Goodwin, APR, President, The Goodwin Company

Changing behavior through the power of persuasion is what Peggy Goodwin will focus on. Her experience with community collaborations, government agencies, major events and both the nonprofit and for-profit sectors all have one thing in common: it is only through long-term, consistent campaigns that behavior change will be sustained. That is what public relations is all about.

PRSA/PRSSA Joint Social

Detroit is known for Motown music superstars, rich culture and fabulous cars. Join us to experience what is sure to be the hottest event in the city, showcasing the many facets of Detroit in one night — great music, amazing cuisine and the first ever PRSA/PRSSA joint social — in the picturesque setting of the GM Renaissance Center Wintergarden.

Get ready to experience seamless, soulful and sincere harmonies from Atlantic Records Bad Boy recording artists Day26, winners of Sean “Diddy” Combs’ “Making the Band: Season 4” on MTV.

Join us as they share their amazing vocals and showmanship.This is an event you do not want to miss!

GMU 5/6

What is the Pacesetter Award and how can my Chapter win it?The Pacesetter Award is given to the school with the most enthusiastic

Chapter whose members are seen at events throughout the weekend and are very friendly, upbeat and energetic. The award is determined and voted on by the Chapter presidents and given during the Farewell Breakfast on Tuesday

morning. So what are you waiting for… go and set the pace!

GMU 9/10


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7:30 a.m. – 8:00 a.m.MRC

Renaissance Ballroom Lobby

8:00 a.m. – 9:30 a.m.MRC

Ambassador Ballroom

Schedule - Monday

GMU 9/10


10:15 a.m. – 11:15 p.m.

Monday, October 27

7:00 a.m. - 11:00 a.m. Registration: What’s the 3-1-3? CMDD Cascade Ballroom Lobby

PRSA/PRSSA Coffee Break

Need interviewing and resume advice? Come mingle with PRSA professionals! Bring your questions as we network with professionals from across the nation. Learn their keys to success and what they look for as they search for new talent — YOU!

It’s all about first impressions so bring your business cards and vibrant personal-ity. You never know where a five-minute conversation could take you.

PRSA General Session Bob Lutz, Vice Chairman of Global Products, General Motors

A car buff since childhood, Bob Lutz’ career path has led him to senior posi-tions at BMW and the Ford Motor Company, followed by 12 years with Chrysler, where he led all of the company’s automotive divisions, including sales, market-ing, product development, manufacturing, and procurement and supply. Now, 40+ years later, the automotive industry legend and former Marine fighter pilot not only remains on the forefront of the American car industry, but also is on the forefront of social media as one of the nation’s top corporate bloggers. Join us as Bob Lutz takes the stage direct from the automotive capital of the world.

Session 1

Corporate vs. AgencyLori George Billingsley, Director of Multicultural Communications, The Coca-Cola Company

Work for one or work for many? That is the question. Lori George Billingsley will compare and contrast agency and corporate life as she discusses her experience in the field.

International PR: Go Global, Get an Edge: Global PRJames P. Holtje, Senior Manager, Leadership Communications, Siemens Corp.

As the world gets smaller and “flatter,” the demand for international public rela-tions practitioners at corporations, agencies and NGOs is expected to grow. This interactive session will discuss the current international landscape and what the future might look like, as well as offer tips on how to break into the field and maintain a competitive edge.

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Box lunches will be provided

Politics of Persuasion Georgella Muirhead, APR, and Bob Berg, Partners, Berg, Muirhead & Assocaites

As the presidential elections swiftly approach, the political candidates are anx-iously trying to sway our vote through messages about everything from the economy to the war in Iraq. Can you imagine the difficulty of trying to formulate messages about these sophisticated issues for such diverse audiences? In this session, you’ll learn how Bob Berg and Georgella Muirhead do just that: Com-municate complex political issues, connect with their target market and create “straightforward” yet persuasive messages.

Driving the Profession: Preparing Graduates for DistinctionGwyn Walcoff, APR, CCG Public Relations; Jennifer Flowers, APR, Senior Public Relations Officer, Henry Ford Health System;Lt. Commander Brook DeWalt, APR, New Media Directorate, United States Department of Defense; Ann Knabe, APR, Public Relations/Communications instructor, University of Wisconsin Whitewater & U S Air Force Reserve

Accreditation in Public Relations - APR. Where your career in public relations takes you is based on individual drive, determination and diligence. This session will help you to focus on the career goal of earning the prestigious Accredited in Public Relations (APR) designation to prove you have successfully demonstrated competency in the knowledge, skills and abilities required to practice public rela-tions effectively in today’s business arena.

High School Outreach

Select high school students in the Detroit area will participate in an informational session about the current and future trends in the public relations profession. The session will feature a panel of speakers composed of PRSA professionals who will discuss issues such as diversity, politics, entrepreneurship, technology, and education. Along with speed networking and a showing of Public Relations 101 DVD, participants will leave knowing more about the profession, where to study public relations, and the benefits of membership in PRSSA and PRSA.

FOR HIGH SCHOOL STUDENTS ONLY

PRSA General SessionPenelope Trunk, Author of “Brazen Careerist: The New Rules for Success”

Penelope Trunk, expert business advice columnist for the Boston Globe, author of “Brazen Careerist: The New Rules for Success,” and the popular blog, “Bra-zen Careerist: Advice at the intersection of work and life,” is dedicated to helping people find success in the modern workplace, where the lines between work life and personal life continue to blur.

Her own career choices have been featured by Times and the London Guardian as examples of the new issues people face at work today. Both the New York Times and Business Week cited Trunk’s writing as especially in tune with this new workplace.

11:45 a.m. – 1:15 p.m.MRC

Ambassador Ballroom

11:00 a.m. – 1:30 p.m. GMU 12/13

GMU 5/6


Schedule - Monday


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Career Development Exhibition

This year’s exhibition is revamped, re-energized and expanded. Public relations agencies, corporations and organizations from across the nation will provide insight and information on internships and job opportunities. Additional resources and graduate programs will also be on display. Please see page 18 for a list of the businesses that will be attending the Career Development Exhibition.

Resume Workshop (This session is closed. Pre-registration was required.)Michele Lanza, Vice President and Executive Recruiter for Ketchum West and Ketchum South; David E. Miller, SPHR, U.S. Human Resources and Talent Acquisition Manager, Hill & Knowlton; Walter Bateman, Retired CEO of the Har-leysville Group As the job market becomes ever more competitive, a distinctive resume, compel-ling cover letter and confident interview will be essential to finding your first public relations position. Ask your job search-related questions and learn tips from three experts at this workshop so the first impression you make will be unforgettably positive.

A Night of Distinction Awards Ceremony A Night of Distinction Awards Ceremony Held at one of the country’s premier museums, the Detroit Institute of Arts, this year’s awards ceremony will be a night to remember. Events begin with the presentation of many PRSSA scholarships and awards, after which attendees will have free access to the museum for a reception and strolling dinner.

Free shuttles, noted by a “PRSSA” sign in the window, will run between the Marriott Renaissance Center and the Detroit Institute of Arts from 5:30 p.m.–10:30 p.m.

3:30 p.m. – 4:30 p.m.CMDD

Cascade Ballroom Lobby

6:00 p.m. – 8:30 p.m.

2:00 p.m. – 4:00 p.m.MRC

Ontario Hall

Schedule - Monday

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Career Development ExhibitorsAirfoil Public Relations• Burrelles• LuceConstituency Management Group • (Weber Shandwick, GolinHarris, Rogers & Cowan)Consumer Bankers Association• Deveney Communication• Dow Chemical• Edelman• Ernst & Young• Fleishman-Hillard• General Motors• Greater Media Detroit• Hermanoff Public Relations • Hill & Knowlton • Hunter Public Relations•

John Bailey and Associates Inc.• Ketchum• Kornucopia Press• The Lagrant Foundation• New Professionals Interest Section• New York University• Padilla Speer Beardsley• Palace Sports + Entertainment• The Plank Center for Leadership in • Public RelationsPrime Research• PRSA JobCenter• PRWeek•Target• Willamette University• West Virginia University• MORE TO COME!•

Tuesday, October 28

10:45 a.m - 12:15 p.m.MRC

Ontario Hall

8:00 a.m. - 9:30 a.m MRC

Renaissance Ballroom

PRSA General SessionMitch Albom, Author, “For One More Day,” “The Five People You Meet in Heav-en,” and “Tuesdays with Morrie”; award-winning sports columnist; and founder of the metropolitan Detroit area charities, The Dream Fund, A Time To Help and S.A.Y. Detroit

Mitch Albom wears numerous hats and he wears each one extraordinarily well. Whether it’s engaging readers of his award-winning sports column, listeners of his popular radio show, fans of his best-selling books, or volunteers and recipi-ents of his charitable works, Albom switches hats with ease, always powerfully connecting with his various and diverse audiences.

Farewell Breakfast

Say goodbye to all of your new friends. Wish them good luck in their careers and exchange contact information to stay in touch. Don’t forget to take pictures to remember all the great times that you had together.

Schedule - Tuesday

Special Thanks to our Conference Sponsors

Special Thanks to our Premier Sponsor

Higher Thinking

PRSSA 2008-2009 National Committee National President

Brandi Boatner

Immediate Past PresidentMelissa Csuhran

Vice President, AdvocacyCourtney Taylor Olson

Vice President, Chapter Development

Tiffany Riggs

Vice President, Internships/Job Services

Cecilia Hughes

Vice President, Member Services

Rebecca Timms

Editor-in-Chief, FORUMCindy Badger

PRSA Board LiaisonJim Haynes, APR, Fellow PRSA

PRSA Board LiaisonDennis Gaschen, APR

National Faculty AdvisorStephen D. Iseman, Ph.D.,

APR, Fellow PRSA

National Professional Advisor

Travis Martin Parman, APR

Director of EducationJeneen Garcia

Vice President,Professional Development

Tyler Page

Vice President, Public RelationsCourtney Meyers

Vice President, Regional Activities

Jena Johnson

Special ThanksMelissa Motschall, Shelly Najor, Craig LaPoint, Steven Haynes, Holly Myles,

Katy Cockrel, Katerina PaskarisPRSSA 2008 National Conference Volunteers

Conference CommitteeConference Coordinators

Bre McKamieKim Bonnell

Program DirectorSara Williams

Communication DirectorJared Bryan

Brochure CreditsCover, Design and Layout: Sara Williams

Content: PRSSA National Conference Committee

detroit driven to distinction - public relations society...

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