foundation for innovation

PRSSA 2013 National Conference Philadelphia, October 25-29 www.prssa.org/conference

FOUNDATION FOR INNOVATION

Welcome to PhiladelphiaPhiladelphia is not just a city with history; it is the “Foundation for Innovation.” Once the temporary capital of the United States, Philadelphia was

and is home to many of our history’s great trailblazers, including “The First American,” Benjamin Franklin. From the Liberty Bell to the LOVE Park

to Rittenhouse Square, Philadelphia proudly offers visitors the opportunity to explore and learn during their stay. Discover local and diverse shops

and restaurants, take a tour through one of Philadelphia’s many art and history museums, or chow down on an authentic Philly cheesesteak.

However you choose to spend your time in the City of Brotherly Love, you can’t go wrong.

This year, participate in a comprehensive program of sessions, workshops and discussions while networking with professionals and creating new

lifelong friendships. Join us for the PRSSA 2013 National Conference.

2 Registration deadline: Sept. 24. Register early. Space is limited.

Letter From the National President

PRSSA heads to one of the most famous and historic cities in the United States, Philadelphia, for the 2013 National Conference.This year’s event promises to provide the foundation to break into public relations and the innovation to be a trendsetterin the industry.

This year’s theme, “Foundation for Innovation,” will lay the groundwork for the future and provide the creativity and inspiration tosucceed in this innovative field. Hear from industry leaders about careers in public relations as it relates to agencies, eventplanning, sports, public affairs, nonprofits/associations and many more. Our National Conference also will provide insight forleadership development, media relations, analytics and managing life as a new professional.

Ring in the new school year by registering your spot at the Conference to take full advantage of PRSSA’s biggest professionaldevelopment opportunity. With the PRSA 2013 International Conference just across the street from the PRSSA hotel, networking

with professionals couldn’t be easier in the City of Brotherly Love. And don’t forget about the opportunityto explore this great American city with current and new friends.

I sincerely hope you will be among our 1,000 attendees in Philadelphia and take in everything NationalConference has to offer. I know that you will take your developed foundation and newfound innovationwith you back to your Chapter, your internship and your future career in public relations!

Cheers,Brian Price2013–2014 National President

Letter From the Conference Committee

Each year, a dedicated team of PRSSA members are chosen to host the National Conference. This year’s Conference Committee,hailing from Drexel University's PRSSA Chapter, is honored to host and invite you to the PRSSA 2013 National Conference inour home, Philadelphia.

We hope you plan to join us for five days of professional development, dynamic networking opportunities and fun in our country’s“Foundation for Innovation.” Take your first — or one of many — steps into the world of public relations. Learn firsthand from ourexperts and discover where your path in this industry may take you.

Start your lifetime of learning and exploring here at the PRSSA 2013 National Conference. Please join us in Philadelphia thisOctober for an experience that is sure to serve as the foundation for your innovation.

Thank you for your support.

Melissa Clawson, Shayna Alston, Ian Michael Crumm, Surina Seetha and Jessica Howard2013 National Conference Committee

From left to right: Ian Michael Crumm, Melissa Clawson, Shayna Alston, Jessica Howard, Surina Seetha.

Registration deadline: Sept. 24. Register early. Space is limited. 3

This year's theme,

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Conference Information


Conference RegistrationAttendees may register by mail, fax or online. Payments may notbe processed by phone. Deadline to register is Sept. 24.

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

CostFull registration: Oct. 25–29$300 for PRSSA Members and Affiliates$335 for Nonmembers

Single-day registration$175 for PRSSA Members and Affiliates$185 for Nonmembers

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

Refund PolicyPRSSA must receive your cancellation in writing at this address:PRSSA 2013 National Conference411 Lafayette Street, Suite 201, New York, NY 10003

For a full refund, your request must be postmarked by Oct. 1. A$125 refund for full registration and $60 refund for a dayregistration is offered Oct. 1–8, 5 p.m. EDT. No refunds areavailable after 5 p.m. EDT on Oct. 8.

Hotel InformationThe Conference will be hosted at the Loews Philadelphia Hotel. Itis within walking distance of shopping, theater, eclectic SouthStreet, cultural attractions and restaurants.

The special block rate for the hotel is $179 plus taxes per night(single/double/triple/quad occupancy). Attendees may registeronline through the hotel’s unique booking website:http://www.loewshotels.com/en/Philadelphia-Hotel/GroupPages/PRS110213.

Check-In: 3 p.m. Check-Out: 12 p.m.Deadline to reserve hotel rooms is Sept. 24.

Guest facilities include SoleFood, a contemporary American-cuisine-focused restaurant that offers seafood-inspired choicesat breakfast, lunch and dinner; a state-of-the-art wellness facilityand twenty-meter, two-lane heated lap pool; a 24-hour businesscenter; in-room dining; full-service concierge; a gift shop andmore. The hotel offers on-site valet parking ($38 overnightplus taxes).

Finding RoommatesPRSSA does not assign or coordinate roommates for Conference.However, you are encouraged to use the “PRSSA 2013 NationalConference” Facebook page and #PRSSANC on Twitter to get intouch with other attendees seeking roommates.

Getting to the Loews Philadelphia HotelDriving, the Loews Philadelphia is 20 minutes fromPhiladelphia International Airport and 10 minutes from Amtrak30th Street Station.

From Philadelphia International Airport, cabs are about $28.50per one-way trip. Liberty Shuttle offers a $10 ride from the airportto any Philadelphia hotel.

The Southeastern Pennsylvania Transportation Authority (SEPTA)— Philadelphia’s public transit system — includes bus, trolley,elevated train, subway and Regional Rail lines that operate in andaround Philadelphia. To get to the Loews Philadelphia, take theSEPTA airport line to Market East Station. The hotel is a few min-utes’ walk away.

For additional information regarding transportation to andfrom Philadelphia, as well as getting around the city, visitwww.prssa.org/events/conference/hotel.

General InformationWardrobeAttendees should dress in business attire for all Conferencesessions (which includes modest blouses, suits, slacks, ties anddresses — jeans and shorts are not acceptable). The AwardsDinner on Monday evening is business formal.

However, those attending the Ivy Lee Club Opening NightCelebration are welcome to wear 1920s-themed outfits (suchas flapper dresses or top hats) or casual jeans and a t-shirtrepresenting your PRSSA Chapter/school.

Please keep in mind that Philadelphia weather may beunpredictable in October, though temperatures during this timeare typically between 40 and 60 degrees. Attendees should packto accommodate varying conditions.

Etiquette National Conference is a professional event. Attendees are expectedto represent themselves, their schools and the Society in aprofessional 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 Chap-ter, have a cheer, chant or song prepared that lets everyone knowyou have arrived. Be creative and have fun with it! Pleaseremember to dress in business attire, as this event is held inconjunction with the keynote address.

Information StationMeet with Philadelphia locals to get the lowdown on where to goand 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 specialneeds, including but not limited to dietary or health considerations.PRSSA Headquarters will accommodate requests whenever possible.

Contact the Conference CommitteeEmail: [email protected]: @PRSSANC and #PRSSANCFind us on Facebook: PRSSA 2013 National ConferenceFor more information, please visit www.prssa.org/conference

For any questions regarding the PRSSA 2013 NationalConference, call (212) 460-1474.

Photography NoticePlease be aware that by participating in PRSSA’s public forum,“The PRSSA 2013 National Conference,” you are automaticallyauthorizing the Public Relations Society of America (hereafterPRSA) and the Public Relations Student Society of America(hereafter PRSSA) and its employees, agents and assigns to useyour name, photograph, voice or other likeness for purposesrelated to the mission of PRSA and PRSSA, including but notlimited to publicity, marketing, websites, other electronic formsor media, and promotion of PRSA, PRSSA and its various programs.


Schedule at a Glance

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 p.m.–8 p.m.

5:15 p.m.–6:15 p.m.Open Evening

8:15 a.m.–9 a.m.9 a.m.–12 p.m.

9:15 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 SessionThe Ivy Lee Club Opening Night Celebration

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

Champions for PRSSA Coffee BreakRegistration and HospitalityKeynote Address — Meet the Living Legends of Public RelationsProfessional Development Session 4PRSA General Session with Brian SolisProfessional Development Session 5

Registration and HospitalityPRSA General Session with Vernice “FlyGirl” ArmourCareer Development Exhibition (Schools A–L)Career Development Exhibition (Schools M–Z)Professional Development Session 6A Step Forward: Innovating the Future Awards Ceremony and Dinner

Farewell Breakfast and Final GoodbyesPRSA General Session with John Wood

Friday, October 25

Saturday, October 26

Sunday, October 27

Monday, October 28

Tuesday, October 29


Be among 1,000 attendees

in Philadelphia to build your

professional foundation

through everything National

Conference has to offer you.

Take your experience and

newfound innovation with

you back to your Chapter,

your internship and your

future career in

public relations.

Friday, October 25

12 p.m.–7 p.m.

Registration and Hospitality

1:45 p.m.–2:45 p.m.

Regional Conference WorkshopRegional Conferences are a unique opportunity to utilize Chapter members’

event planning talents and gain real world experience. Past Regional Conference

Committee members will share their insight and advice into planning a successful

event. PRSSA members and Faculty and Professional Advisers interested in

hosting a Regional Conference in the future, or event planning of any kind, are

encouraged to attend. Coordinators of the selected 2014 Regional

Conferences are required to attend.

Student-Run Firm WorkshopHaving a student-run firm is a great method of professional development. Don’t

miss out on this opportunity to learn and grow as a firm member. Hear from a

panel of current firm directors, PRSA representatives and Nationally Affiliated

firm directors about how to start a student-run firm, build your student-run

firm’s relationship with PRSA, apply for National Affiliation, and other important

student-run firm issues and concerns during this interactive session.

3 p.m.–4 p.m.

Chapter Development Session 1Hear fresh ideas and build upon your PRSSA Chapter’s success in these

sessions presented by other PRSSA Chapters that have developed strong

programs. These sessions will provide opportunities to share successful

practices and learn about strategic membership recruitment tactics, professional

development initiatives and ways to improve your Chapter’s relationships with

the local community.

University of Florida, “Develop Your Chapter by Building a Brand,” with DePaul

University, “After the Final Card: A Discussion of Effective Networking”

West Virginia University, “The Key to Captivating Community Service,” with

Louisiana State University, “Diversity of Thought”

4:15 p.m.–5:15 p.m.

Chapter Development Session 2Roger Williams University, “Show Don’t Tell: Benefits of Creating a Win-Win

for Local Businesses,” with University of Delaware, “Big Ideas on a Small

Budget”

Boston University, “How to Host a Sensational Regional Conference,” with

University of Alabama, Tuscaloosa “ReFIRMation: Restructuring for Greater Success”


Conference Schedule

5:30 p.m.–6:45 p.m.Chapter Presidents’ Leadership WorkshopLeaders face challenges in a variety of aspects, from establishing a positiveworking environment to creating opportunities for growth for others. JoinCassandra Bailey, principal of Slice Communications, for a discussion oneffective small group leadership. Bailey will cover a variety of leadership tacticsand detail her experience as a young professional heading a progressive publicrelations and social media agency.Cassandra Bailey, Principal, Slice Communications

5:45 p.m.–7 p.m.PRSSA Adviser Session: Developing a Student Leadership Development ProgramOne of the most important responsibilities of the PRSSA Faculty and ProfessionalAdviser is developing student leaders. Yet there is a paucity of resources availableto Advisers to aid them in this task. Discussion will focus on building a nationallyscalable program that provides Advisers with the resources necessary to besuccessful in student leadership development and leave a lasting legacy onChapters from around the country. This interactive working session is the startingpoint for that effort.

8 p.m.–10:30 p.m.The Ivy Lee Club Opening Night CelebrationKick off Conference by taking a step back in time to the 1920s. Join attendeesfrom around the country as we transform the Loews Hotel into Philadelphia’spremier jazz club. Dress up or dress down; anything from flapper dresses andtop hats to jeans and PRSSA Chapter t-shirts are welcome. Get ready toCharleston the night away!

Saturday, October 26

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 CallMary Henige, APR has held many communications positions in her nearly 27

years with General Motors. During this keynote address, Henige will share her

knowledge and experience on leading GM’s social media strategy, employee

policy and training; blogs; community engagement on GM’s corporate brand

channels; and crisis monitoring and response.

Following Henige’s presentation, National President Brian Price will announce

the recipients of several PRSSA awards and initiate the Chapter Roll Call. When

you hear your school called, stand up and share a cheer!

Mary Henige, APR, Director, Social Media, Digital Communications and

Reputation Management, General Motors Company

12 p.m.–1:15 p.m.

Chapter Presidents’ LunchAs a “thank you” for their continuous dedication to PRSSA, Chapter presidents

are invited to a special lunch.

Sponsored by

1:30 p.m.–2:30 p.m.

Step Up to the Plate: Sports PRAthletes, coaches, fans and advertisers — success in public relations within the

professional sports arena requires collaboration with multiple vital audiences.

During this session, you’ll learn how to score in this sector of public relations.

Bonnie Clark, Vice President, Communications, Philadelphia Phillies

Michael Preston, Director of Public Relations, Philadelphia 76ers

Kevin Saghy, Manager, Communications, Chicago Cubs

Moderator: Rebecca Timms, Public Relations Coordinator, Philadelphia 76ers


An Apple a Day: PR in the Health Care Industry Doctors and medical practitioners are not the only ones to save lives in the healthcare industry – the work done by public relations professionals can also have amajor impact. Find out more about this always-evolving sector in this session.Christopher Brown, Communications Manager, Stanford Hospital & Clinics

Five Stars to Food Trucks: A Taste of Public Relations Hungry to work with restaurants, chefs and hotels? Practitioners in the hospitalityindustry support branding, social media, marketing and public relations effortsevery day. Sample the work this sector has to offer. Speaker TBA

2:45 p.m.–3:45 p.m.CEO of You: Creating Your Personal BrandHaving a personal brand is no longer a trend. It is part of the fabric of who weare to clients, to future employers and on social media. This session will helpyou take control of your personal brand, putting you in charge as the CEOof you. Jason Mollica, President, JRMComm

The Passion Conversation: Be an Explorer of Your PassionsThe Passion Conversation explains how to get people to fall passionately and madlyin love with what you do. Learn to find meaningful, passionate work as you embarkon your first job. Church will explain how passion plays a key role in your job andhow you view your employer, peers and clients. Geno Church, Word-Of-Mouth Inspiration Officer, Brains on Fire

Identifying and Targeting Diverse Travelers: How Hilton "Goes Out" to Reach LGBT TravelersHow do you manage the reputation of a global brand, build meaningfulrelationships and reach a new customer segment in an authentic way? Thissession will provide insight into the public relations efforts in the hotel andhospitality industry through real-life examples, including Hilton Hotels & Resorts’dynamic outreach to the LGBT community that helped the organization receivea PRSA Silver Anvil Case Study Award of Excellence. John Forrest Ales, Senior Director, Global Brand Public Relations, Hilton Worldwide

Choosing the Agency PathPublic relations and communication agencies provide employees opportunities

to work with diverse clients in an assortment of ways. From media relations to

digital communications to issues management, for many agency practitioners,

no two days are the same. Discover where working at an agency can take you

during this session led by leaders from APCO Worldwide, one of the largest

independently-owned communication consultancies.

Kirk Stewart, Executive Vice President, APCO Worldwide

4 p.m.–5 p.m.

Beyond the Press Release: Media Relations Panel For public relations professionals, working with the media is both an art and a

science. Learn the dos and don’ts of media relations from a panel of Philadelphia’s

top media and public relations representatives.

Tracy Davidson, Anchor, WCAU-TV/NBC-10

Mike Days, Editor, Philadelphia Daily News

Maria Fernanda Trochimezuk, Media Relations Specialist, JElena Group

Gillian Kocher, Public Relations, Alex’s Lemonade Stand Foundation

Frank Kummer, Lead Producer, Breaking News, Philly.com

Moderator: Adam Dvorin, Media Director, Winning Strategies Public Relations

Publicity for the Entertainment Industry In a 24/7 world of television, movies, cameras and music, it can be difficult to

attract new audiences and keep current audiences engaged. Learn how public

relations practitioners in the entertainment sector overcome these obstacles.

Speaker TBA

From Concept to Completion: Event PlanningEvent planning: What is it? What skills and strengths are required of event

planners? How do event planners start their careers? Find the answers to these

questions during this session while also learning about the many details that are

required for the execution of major events.

Scott Mirkin, Live Event and Broadcast Producer, ESM Productions


Eyes Wide Open: Finding Your Way Toward a Future in Public AffairsPublic affairs is practiced in many settings, including agency, corporate, govern-ment and the military. Learn more about the world of public affairs and aboutmany of the sector's responsibilities, such as serving the public interest by ad-vocating issues or communicating news and changes to key audiences. Cmdr. Brook DeWalt, APR, Fellow PRSA, U.S. Navy Senior Student andAdmiral Stephen B. Luce Scholar, U.S. Naval War College

5:15 p.m.–6:15 p.m. Officer DiscussionsAll Conference attendees are invited to participate in the officer discussions todiscuss the challenges and opportunities those who hold similar positions attheir Chapters face. If you are considering running for your Chapter’s executiveboard, these discussions can help you learn more about the responsibilities ofthe positions. 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 27

8:15 a.m.–9 a.m. Champions for PRSSA Coffee BreakStart your day with coffee and other refreshments while you connect withmembers of the Champions for PRSSA. The members of the Champions forPRSSA are professionals who have a special, ongoing interest in PRSSA, itsstudent members and public relations education.Sponsored by

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

9:15 a.m.–10:30 a.m.Keynote AddressMeet the Living Legends of Public RelationsJoin us as the industry’s Living Legends answer your questions and engage ina lively discussion about issues of importance to new professionals. Mary Beth West, APR, Principal, Mary Beth West Communications, LLCKeith Burton, Partner, Brunswick GroupModerator: Kevin Saghy, Manager, Communications, Chicago Cubs Sponsored by

11 a.m.–12 p.m.Spice Up Your Presentation SkillsA professional in any industry must possess the ability to present well. Learnhow to prepare and deliver presentations with power and substance.Joseph V. Trahan III, Ph.D., APR, Fellow PRSA, President and CEO, Trahanand Associates

Staying Ethical on the JobFor public relations interns and new practitioners alike, there is enormouspressure to succeed on the job. The stakes are high, since the approval of yourboss and your clients can make or break your career. In this environment,how can you avoid ethical missteps? Join a panel of experienced PRSAmembers for a lively discussion of this topic, including a review of recent ethicsstories in the news, an overview of the PRSA Code of Ethics and other PRSAethics resources, and analysis of a real-life ethics scenario.Deborah Silverman, Ph.D., APR, Fellow PRSA, Chair, PRSA Board of Ethicsand Professional Standards and Associate Professor of Communication, BuffaloState, The State University of New York Francis McDonald, Ph.D., APR, Former Member of the PRSA Board of Ethicsand Professional Standards and Assistant Dean for Administration, The ScrippsHoward School of Journalism and Communications


Leveraging Corporate Social Responsibility

It is tough to find a corporation today that does not engage in some sort of

corporate social responsibility activities. From charitable giving to environmental

programs to worker safety, CSR continues to gain prominence in the business

world. But many managers still struggle with how to best communicate what

they are doing and for whom. This session will feature best practices from

experts who report on CSR to employees, customers, suppliers, investors and

the community.

Daniel Korschun, Ph.D. Assistant Professor, Drexel University

Jennifer Gazzerro Analyst, FMC Corporation

Striving for Work-Life Fit

The competing demands faced between work and other parts of life can exist

in harmony or can create conflict that negatively affects your well-being and

performance. Rather than trying to find the perfect “balance” between work

and life, this session will explore the concept of “fit” and how you can apply

flexible work skills to be your best — on and off the job.

David W. Ballard, PsyD, Assistant Executive Director for Organizational

Excellence, American Psychological Association

Bey-Ling Sha, Ph.D., APR, Associate Professor, San Diego State University

1 p.m.–2:30 p.m.

PRSA General Session — What’s the Future of Business?

As a new media expert who has led interactive and social programs for Fortune

500 companies, notable celebrities and Web 2.0 startups, Brian Solis will

share how to maximize social engagement, recognize the potential of growing

digital platforms, and deepen connections between organizations and key

stakeholders through strategic infrastructures. Note: This event will be held at

the PRSA International Conference hotel.

Brian Solis, Principal, Altimeter Group

3:30 p.m.–4:30 p.m.

Trendsetting: Fashion and Beauty PRThe fashion and beauty industries rely heavily on public relations professionals

to communicate messages and connect with potential consumers. Take a

behind-the-scenes look into this complex and fast-paced world.

Speaker TBA

From the Crisis Trenches: Blazing a New Trail in CommunicationsThis PRSA Silver Anvil Case Study will follow the plan that helped the

LIVESTRONG Foundation move beyond controversy and charter a strong

course forward. Learn the crisis communications and rapid response strategy

constructed around the resignation of Lance Armstrong, and how the team kept

transparent communications with donors, stakeholders and the media, leading

to off-the-charts participation and donations.

Rae Bazzarre, Director of Communications and External Affairs, LIVESTRONG

Foundation

Katherine McLane, Vice President for Communications and External Affairs,

LIVESTRONG Foundation

PR and Big Data: Using Smart Data to CommunicateWith powerful monitoring and social media intelligence tools, the ability to pull

and analyze large sets of data, “Big Data,” is now seen as the future of public

relations. There is no shortage of numbers and statistics. However, using the

information to create actionable insights has been a challenge for communications

professionals. Because research is an integral part of the public relations

planning process, learning how to analyze and use big data for better public

communications, competitive marketplace intelligence and to understand the

needs of the audiences we want to reach is critical to public relations today.

Deirdre Breakenridge, CEO, Pure Performance Communications

Heather Whaling, President, Geben Communication

Adam Singer, Product Marketing Manager, Google Analytics


Monday, October 28

7 a.m.–12 p.m.

Registration and Hospitality

8 a.m.–9:45 a.m.

PRSA General Session She served as the first African-American combat pilot, then authored

“Zero to Breakthrough: The 7-Step, Battle-Tested Method for

Accomplishing Goals That Matter.” Now an expert in executive

leadership training, Armour will offer insight into strengthening

engagement with key stakeholders, clarifying business objectives

and energizing your message. Note: This event will be held at the

PRSA International Conference hotel.

Vernice “FlyGirl” Armour, Founder and CEO of VAI Consulting and

Training, LLC

10:30 a.m.–2 p.m. Career Development Exhibition Looking for your dream job, internship or graduate school? Join

corporations, agencies and education institutions from around the

nation to learn about potential opportunities for your future. Chat,

share your resume and make your 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.

Juggling: Life at an AgencyFull-time work with multiple clients, personal obligations, active social

life — how can one handle multiple responsibilities, especially just a

short time after graduating college? This panel, featuring members of

the PRSA New Professionals Section, will provide tips on keeping it

together in an industry that keeps you on your toes.

Joe Clarkson, Account Coordinator, Taylor Strategy

Nick Lucido, Senior Account Executive, Edelman Digital, Chicago

Jessica Noonan, Client Executive, Burson-Marsteller


Perspectives From Large and Small Organizations: Association and Nonprofit Public RelationsPublic relations professionals working in the nonprofit and association space

must provide not only savvy communication skills but also innovative ideas to

raise awareness of their organizations’ notable causes. Learn the inside scoop

from two industry veterans.

Amanda B. Bednar, Manager of Public Relations, Multiple Sclerosis

Association of America

Jennifer C. Schleman, APR, Senior Associate Director, Media Relations,

American Hospital Association

iögo: Launching a New Yogurt, Rebranding a Dairy CompanyIn a world of many competitors, how do you launch a new product as relevant,

credible and authentic while also repositioning the entire business? During this

PRSA Silver Anvil Case Study, you’ll learn how the communications team

distinguished the new brand with insight-driven messages and relationship-

building approaches that helped the brand drive awareness of the product’s

heritage and story.

Marie-Josée Gagnon, APR, President, CASACOM

Diane Jubinville, Director, Public Relations and Customer Service, Ultima Foods

The New Secrets of Media Pitching SuccessWhat can you say and do to immediately boost your media and blog coverage?

This session will tell you these answers through the use of actual pitches from

several industries that landed top-tier coverage, and examples of follow-up

emails that spurred journalists to action.

Michael Smart, Principal, MichaelSMARTPR

6 p.m.–8:30 p.m.

A Step Forward: Innovating the Future Awards Ceremony and DinnerAs Conference draws to a close, come celebrate as we honor our Society’s top

members and Chapters for their hard work and dedication. Enjoy your last evening

in the City of Brotherly Love with your new friends and cherished memories.

Tuesday, October 29

8 a.m.–9:15 a.m.

Farewell Breakfast and Final GoodbyesWrap up your Philadelphia experience at the farewell breakfast with your new

contacts. Hear from the National Committee and get a sneak peek at the

PRSSA 2014 National Conference.

9:45 a.m.–11 a.m.

PRSA General Session — Leaving Microsoft to Change the WorldHe’s transformed the lives of millions of children in developing countries by

focusing on literacy and gender equality in education. His award-winning

memoir, “Leaving Microsoft to Change the World: An Entrepreneur’s Odyssey

to Educate the World's Children,” was translated into 20 languages. Discover

how to enhance awareness by empowering others to share your story, create

buy-in on long-term initiatives and inspire action by personalizing complex social

issues. Note: This event will be held at the PRSA International Conference hotel.

John Wood, Founder and Board Co-Chair, Room to Read



Conference attendees annually unite to support an organization important to the host city’s community.

This year’s Community Service Initiative is an accessory donation drive to benefit Career Wardrobe,

the nation’s largest independent nonprofit of its kind. Career Wardrobe empowers women in transition

by providing programs that inspire the confidence necessary to achieve self-sufficiency and pursue a

productive career by providing professional work attire, educational programs and networking

opportunities.

Your donation of an accessory or two can help inspire the confidence needed by the women serviced by

Career Wardrobe, many of whom have been absent from the workforce for over 10 years, some

experiencing homelessness, single motherhood and substance abuse. To date, more than 75,000

women throughout Philadelphia have benefited.

Helping is simple — just pack one (or more) of the following items in your suitcase and bring it with you

to Philadelphia. Donations will be accepted near the registration table.

• Shoes (gently worn and in good condition)

• Handbags (gently used and in good condition)

• Jewelry of all types

• Scarves

• Belts

• Stockings/Hosiery (must be new)

• Make-Up (must be new)

Career Wardrobe empowers

women in transition by

providing programs that

inspire the confidence

necessary to achieve

self-sufficiency and pursue

a productive career by

providing professional

work attire, educational

programs and networking

opportunities.

Community Service Initiative


The PRSA Diversity Committee invites PRSSA Conference attendees to the

third annual PRSA 2013 International Conference Diversity Mixer on Saturday,

Oct. 25 from 5–8 p.m. The event will be held at the PRSA International

Conference hotel. Admission is free for PRSSA Conference attendees.

• Burson-Marsteller• Champions for PRSSA• Educational Housing Services• General Motors• Ketchum• Medill – Northwestern University• New York University of Continuing and Professional Studies• Padilla Speer Beardsley• Rowan University CGCE• Taylor (taylorstrategy.com)• Tierney Communications• Up with People• West Virginia University Online Integrated Marketing Communications Graduate Program

PRSA Diversity Committee

Career Development Exhibitors

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

Remember to register by September 24. Space is limited and reservations will be honored on a first-come, first-served basis.

Registration Questions: (800) 350-0111Conference Information: (212) 460-1474 or visit www.prssa.org/conference.

foundation for innovation

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