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RIVERSIDE, CALIFORNIAMARCH 2-3, 2017

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WELCOME TO THE PRSA WESTERN DISTRICT CONFERENCEThe PRSA Inland Empire Chapter welcomes you to the annual PRSA Western District Conference in historic downtown Riverside. This two-day conference will offer you fresh, innovative thinking and clear takeaways. But through it all one thing is constant: #PRMatters. We have a great line-up for Keynote speakers and professional development sessions. Over 25 professionals are with us to share their experiences, case-studies, tools and insights needed in today’s communications environment to support your case that #PRMatters.

ENGAGE WITH US!

WESTERN DISTRICT | @prsawestdistPUBLIC RELATIONS SOCIETY OF AMERICA INLAND EMPIRE CHAPTER | @prsaie

#PRSAWDC #PRMatters

WESTERN DISTRICT CONFERENCE 2017

Stop by our Speaker Station for book

signings and meet & greets with our all-star

presenters!

3 | PRSA WESTERN DISTRICT CONFERENCE 2017

CHAIR Aaron Norris, MBA, APR (Inland Empire Chapter)

CHAIR-ELECT Jan Howard, APR (Phoenix Chapter)

TREASURER Patrice Lehermeirer, APR (Pike’s Peak Chapter)

SECRETARY Keith R. Pillow, MBA, APR (Los Angeles and Gold Coast Chapters)

IMMEDIATE PAST CHAIR Amy Bouchard, APR

(Las Vegas Valley Chapter)

SPECIAL EVENTS CHAIR Chris Perez, APR (Inland Empire)

COMMUNICATIONS CHAIR Cheryl Gowan, APR (Las Vegas Chapter)

CALIFORNIA GOLD COAST Keith Pillow, MBA, APR

COLORADO Renee Robinson, APR & Diane Mulligan, APR

HAWAII Amy Hennessey, APR

INLAND EMPIRE Victoria Brodie, MAPR

LAS VEGAS VALLEY Cheryl Gowan, APR

LOS ANGELES Diane Rhodes, APR

ORANGE COUNTY Ted Nguyen, MPA

PHOENIX Doug MacKenzie

PIKE’S PEAK Patrice Lehermeirer, APR

SAN DIEGO/IMPERIAL COUNTIES Julie Smith-Taylor, APR

SOUTHERN ARIZONA Jan Howard, APR

REGIONAL REPRESENTATIVEDon Mounce, APR

PRSA INLAND EMPIREBOARD OF DIRECTORS

PRESIDENT Victoria Brodie, MAPR

PRESIDENT-ELECT Robbie Silver

TREASURER Janice Newman, APR

SECRETARY Lynne Butler

VP OF COMMUNICATIONS Rachel Ann McGuire, MBA, APR

VP OF PROGRAMS/EDUCATION Christopher A. Perez, APR

DIRECTORS AT LARGE Jeannie M. Adair Hillary Angel Mark Cloud Liselle R. DeGrave, APR Krista L. Goodman, MAPR Aaron Norris, MBA, APR Mary Ann Pearson, Ed.D., APR Heather Raymond, MA Jessica Tonkovich

The Public Relations Society of America is the largest public relations organization in the world, with more than 22,000 members nationwide. The Western District is one of 10 regions established by PRSA and covers 11 chapters in five western states including Arizona, Colorado, Hawaii, Southern California and Southern Nevada comprising more than 2,200 members.

THE WESTERN DISTRICT COVERS ARIZONA, COLORADO, HAWAII, SOUTHERN CALIFORNIA AND SOUTHERN NEVADA.

ABOUT PRSA WESTERN DISTRICT

2017 WESTERN DISTRICT OFFICERS


Welcome to the PRSA Western District ConferenceWhat happens when a customer asks Siri, Cortana, Google, or Alexa a specific question on something wanted or needed? Do you show up? What happens when a screen is no longer the user interface of choice? Are your clients prepared? What happens when you invest in social media channels that go bust? Is your brand protected? Is it possible to reach the mass market when local newspapers fail and mainstream media continues its lowest trust ratings in history? It’s easy to get overwhelmed as technology and media channels evolve. Public relations professionals will be forced to continually broaden skillsets to meet these new realities. It’s no doubt that’s why you’re joining us this week for the 19th PRSA Western District Conference. When our chapter last hosted the Western District Conference in2010, I was so inspired by one breakout session, it completely changedmy career trajectory. I’ve spent the last seven years diving deeper intoleadership roles at PRSA. It is my hope you leave this week similarlyinspired. PRSA Western District is made up of representatives from the District’s 11 chapters. We meet regularly to share best practices, highlight award-winning work, celebrate people shaping our industry, address concerns, and ensure the health of our chapters. The conference plays an important role in bringing us together to learn, network and grow. Interested in learning more about the Western District and its programs? Visit us at www.prsawesterndistrict.org. I’d like to thank PRSA Inland Empire team for working so hard to create a program that’s cutting edge, tactically forward, and at times, a touch controversial. All the while, the program is rooted in ethics and best practices for which PRSA is known best.

Sincerely,

Aaron Norris, MBA, APR, CSPG2017 PRSA Western District ChairVice PresidentThe Norris Group@thenorrisgroup, @aaronnorris

WELCOME LETTERFROM 2017 PRSA WESTERN DISTRICT CO-CHAIR


On behalf of the entire PRSAIE board, welcome to the 2017 PRSA Western District Conference, #prmatters. It is my sincere hope that the next 36 hours will inform, enlighten and energize your perspective on public relations. The ever-present drive of technology is altering how PR is practiced like never before. The most recent election cycle, along the advent of social media-driven politics, reflects just how important a single tweet can be. This year’s theme, #prmatters, not only represents the real-world convergence of technology and the field of public relations, it is also a reminder that what we do, as public relations practitioners and professionals, has an impact, that public relations matters. The schedule of keynote and breakout speakers is robust and packed with tools and information created with the future in mind. Please take advantage of all this conference has to offer, ask questions and give us your feedback; this won’t be a successful conference without you! With a history founded upon industry and education, Riverside is California’s 12th largest city, the county seat, and home to four universities serving more than 50,000 students. As a Riverside resident, I join many fellow IE chapter members in showing-off our city’s newly-renovated convention center as this year’s conference venue. There are too many eating and entertainment choices within walking distance alone for you to visit in two days, and it’s my hope you’ll return to try them all. If nothing else, and if you haven’t been already, spend a few minutes to explore the Mission Inn Hotel and Spa, home of the world-famous Festival of Lights, or spend this Thursday evening at our monthly Arts Walk along the Downtown Main Street walking mall, which highlights the arts in the City of Arts and Innovation. Again, welcome to Western District and to Riverside; if you see me during the conference or along Main Street, be sure to say hello, I’d love to welcome you personally.

Sincerely,

Victoria Brodie, MAPR2017 PRSA Inland Empire PresidentVisiting Professor of Public RelationsCalifornia Baptist University@victoriabrodie

WELCOME LETTERFROM 2017 PRSA INLAND EMPIRE PRESIDENT


SPONSORS

A special thanks to our sponsors for their generous contributions and support of PRSA and the 2017 PRSA Western District Conference!


Leadership Program9:00 AM - 10:30 AMBrand Your BrillianceSpecial session featuring Kimberly GerberMR 2

10:30 AM - 11:30 AMLeadership PanelPanelists: Mary Ann Pearson Ed.D., APR | CBU/Online; Keith R. Pillow, MBA, APR | Caddy Communications; Brenda Springer, APR | Reveille, Inc.Moderated by Todd Cooley, APRMR 2

Hotel Check-In, Refuel Station & Vendor Greet

3:00 PM - 3:40 PMCONCOURSE 201

Welcome Keynote1:00 PM - 1:50 PM#PRMatters: PR’s Role in Driving OrganizationsJane Dvorak, APR, Fellow PRSAMR 1

Breakout Session I2:00 PM - 2:50 PMTransforming Volunteers into Brand AmbassadorsBen Reno-Weber, Partner & Chief Storyteller | MobileServeMR 1&2

Social Technology is ChangingEmployee CommunicationCarrie Basham Young, Principal and Lead Community Strategist, Talk Social To MeRAINCROSS F

Winning Better Clients Against Tough CompetitionPresented by the PRSA Independent Practitioners Alliance David Avrin, President, The Visibility CoachRAINCROSS C

Afternoon Keynote Panel3:45 PM - 5:00 PMUSC Center for Public Relations2017 Relevance ReportA panel discussion with professional contributors moderated by Director of the USC Center for Public Relations Fred Cook

Panelists: Alex Cohen, M.A., Director of Corporate Marketing | Apttus; Jian “Jay” Wang, Ph.D., Director | USC Center for Public Diplomacy; Deanne Yamamoto, Managing Director | GolinRAINCROSS BALLROOM

Dinner @ Mario’s Italian Restaurant*7:30 PM - 9:30 PM*This is a special event that requires advance reservation/registration due to limited seating at the restaurant venue.

Opening Reception5:00 PM - 7:00 PMCONCOURSE 101

Western District Board Meeting11:30 AM - 12:45 PMMR 1

CONFERENCE SCHEDULE

THURSDAY, MARCH 2


FRIDAY, MARCH 3 Registration & Breakfast8:00 AM - 9:00 AMCONCOURSE 201

Morning Keynote8:45 AM - 9:50 AMWhat’s Wrong with Your Influencer Program?Jim Lin, SVP/Creative Director | Ketchum DigitalRAINCROSS BALLROOM

Keynote & Luncheon12:00 PM - 1:30 PMTrust Me I’m Lying: The Future of Media and PRRyan Holiday, Author & Media Manipulator

Platinum Service Award & Best of the West Award PresentationsRAINCROSS BALLROOM

Breakout Session II10:00 AM - 10:50 AMThe Power of LinkedInLisa Caprelli, Author/CEO, Social Media & Graphic Designer, Public Relations & Social Media MR 1&2

Why Cause Marketing (Still) MattersMegan Castilla, Senior Account ExecutiveScott Pansky, Co-Founder & Senior PartnerAllison+Partners Public RelationsRAINCROSS F

Creating a Trigger System for an Integrated Marketing MachineMike Schaffer, CEO | Echo-Factory, Inc.RAINCROSS C

Breakout Session III11:00 AM - 11:50 AMEvolve or Bust: Tools for Today’s PR ProKristin Hege, Co-Founder and President | Wired PRMR 1&2

Lessons from the Red Carpet: What Brands Can Learn from Awards SeasonPresented by the PRSA Entertainment & Sports Section

Rosalind Jarrett Sepulveda, Executive in Charge of Publicity | Screen Actors Guild Awards;Susan J. Ashbrook, Author of “Will Work For Shoes” - The Business Behind Red Carpet Product PlacementModerated by Rick MarkovitzRAINCROSS F

“Go for the Get” on PersuasionJoe Garner, Six-time New York Times Bestselling Author and Entrepreneur | Joe Garner Company & Kasem CommunicationsRAINCROSS C

TOOLS & TECHNIQUES

THOUGHT LEADERSHIP

INTEGRATION & SPECIALIZATION

Tracks


Closing Keynote Panel4:00 PM - 5:00 PMThe X Factor: Managing Social Media in CrisisA professional panel with Ria Carlson, Associate Chancellor, Strategic Communications | University of California, Irvine & Kelly Huston, Deputy Director, Crisis Communications & Public Affairs | California Governor’s Office of Emergency Services

Moderated by Christopher Perez, APR, Partner, Westbound CommunicationsRAINCROSS BALLROOM

FRIDAY, MARCH 3 Breakout Session IV2:00 - 2:50 PMPractical Techniques for Creative Business WritingGreg Thilmont, Digital Content Editor | BRAINTRUSTMR 1&2

Tear Down the Wall: Taking Advantage of Collaboration Between Sales & PRRobin Doerr, MBA, Executive Vice President of Sales and Marketing | InnovAgeRAINCROSS F

Media Integration: How to Make ‘Pay for Play’ Work for YouKatrina Early, PresidentKatrina Early Integrated Communications RAINCROSS C

Breakout Session V3:00 - 3:50 PMThe Power of Live Streaming: It’s Not an OptionMitch Jackson, Streaming Lawyer | Jackson & WilsonMR 1&2

Growing Your Firm with ‘Smarketing’ Lead GenerationFrank Cowell, CEO | Elevator AgencyRAINCROSS F

The Role of Social Media and Other New Technology in the 2016 ElectionKara Alaimo, Ph. D., Author“Pitch, Tweet, or Engage on the Street: How to Practice Global Public Relations and Strategic Communication”RAINCROSS C

TOOLS & TECHNIQUES

THOUGHT LEADERSHIP


Tracks


CONFERENCE HALL


PRSA Western District brings together some of the District’s brightest that are looking to take their leadership skills to the next level. This special Thursday morning session takes place before the main conference begins. We are thrilled to welcome Kimberly Gerber as the session’s headline speaker. Transformational brander of brilliance, Kimberly Gerber reveals the secret about why some personal brands are fabulous and why others are flops. In this talk, Kimberly educates us about the psychology behind personal branding to create clarity. And why people with strategic, clear and compelling brands have an easier time building a profitable following of colleagues and clients. Audience members actively participate in this live event experience, and leave the session with personal action steps to easily and successfully brighten their brand and monetize their efforts. Through this talk participants will learn:

The MOST IMPORTANT ingredient in any successful brand The secret to ensuring your brand is profitable and lasting Three things you must avoid when creating your brilliant brand

Kimberly GerberPresident/CEOExcelerate, Inc. @exceleratecomm

BRAND YOUR BRILLIANCE, 9:00 AM | LEADERSHIP PANEL, 10:30 AM

LEADERSHIP PROGRAM | 9:00 AM - 11:30 AM

BRAND YOUR BRILLIANCETHURSDAY, MARCH 2, 2017

Dr. Mary Ann Pearson, APRChair of Arts & Sciences CBU/Online@mpearson07

Keith R. Pillow, MBA, APR Founder | Caddy Marketing & Communications, Inc.@keithrpillow

Brenda Springer, APR Owner | Reveille, Inc.@BrendaDSpringer

Todd Cooley, APR, Founder & PrincipalTodd Cooley Company@toddcooleyMODERATOR


Denver’s “Consultalancer!” That’s a phrase Jane coined nearly 30 years ago to describe the variety of services provided to her clients. Whether offering ongoing counsel or filling a project need, Jane brings a strategic approach that gives her clients greater depth and higher return on their communications efforts. Clients especially seek Jane’s skill in strategic planning and key messaging. Since starting JKD & Company in 1989, she’s driven communications programs for some of the largest nonprofits and has used her “thematic planning” concept to boost client programs that have resulted in media coverage in National Geographic and garnered multiple local and national awards. She brings together 30+ years of experience to help organizations gain new focus and direction through integrated communications with energy, creativity and impact.

PR professionals are faced every day with driving strategy, making decisions and providing insightful counsel, all in an environment where there is constant disruption coming at us from both within and outside our organizations. It takes leadership at all levels to ensure focus, direction and messages are successfully delivered. How well we capitalize on all these elements coming together in a dynamic exchange will ultimately determine how well others will engage with our business.

WELCOME KEYNOTE | 1:00 PM - 1:50 PM

PRMATTERSPR’S ROLE IN DRIVING ORGANIZATIONS

THURSDAY, MARCH 2, 2017

Jane Dvorak, APR, Fellow PRSA2017 PRSA National ChairJKD & Company, Inc.@JKDJane

ABOUT JANE DVORAK


2:00 PM - 2:50 PM

BREAKOUT SESSION ITHURSDAY, MARCH 2, 2017

Transforming Volunteers into Brand AmbassadorsBen Reno-Weber, Partner & Chief Storyteller | MobileServ@Kentuckyben

Social Technology is Changing Employee CommunicationCarrie Basham Young, Principal and Lead Community StrategistTalk Social To Me@CarrieYoung

Winning Better Clients Against Tough CompetitionPresented by the Independent Practitioners AllianceDave Avrin, President | The Visibility Coach@DavidAvrin

Engaging the next generation of passionate advocates will require a different style of engagement. Learn simple best practices based on neuroscience and behavioral economics in order to attract, retain and engage volunteers and donors. The most underutilized resources in any nonprofit are the networks of the staff and volunteers. In this session, we will explore how to, with very few operational changes, maximize the impact of those networks. Participants will learn the neuroscience of impactful storytelling and will practice framing their organization’s mission so that it will be unforgettable. Participants will also learn best practices for engaging the next generation of volunteers using social media.

Enterprise social technology like Facebook Workplace, Yammer and Jive are changing the way that companies communicate with their employees, and how employees communicate with each other. Internal Communications teams play a critical role in launching this new way of working. In this session, we’ll discuss the role of photos, videos and VR in online corporate communications, how to engage the CEO in your employee social network, how to keep employees coming back on a daily basis, and how to manage the multiple collaboration tools that exist inside every organization. In this session, join Carrie Basham Young as she shares the role of photos, videos and VR in online corporate communications, how to engage the CEO in your employee social network, how to keep employees coming back on a daily basis, and how to manage the multiple collaboration tools that exist inside every organization.

Today, being good at what you do is no longer a differentiator – it’s merely the entry fee. Competition from large agencies, in-house options and even college kids pushing social media miracles, makes finding new clients a constant battle. Winning in business today is about uncovering, creating and leveraging competitive advantages to distinguish yourself and become a better choice than the other good choices. In this thought-provoking, actionable and enlightening presentation, business marketing and PR veteran David Avrin, CSP will show you how to discover (or create) meaningful differentiators and promote them to gain visibility, earn mind-share and build your business.

BREAKOUT I, 2:00 PMTOOLS & TECHNIQUES

THOUGHT LEADERSHIP


Tracks


A Professional Panel moderated by Fred Cook, Director, USC Center for Public Relations

The USC Center for Public Relations at the Annenberg School recently published The Relevance Report, a forecast of topics and trends that will be important to communicators in 2017. The inaugural report is a collection of 32 essays from industry leaders and academics touching on topics related to media, technology, branding and people. In this not-to-be-missed panel discussion, Golin CEO Fred Cook has brought together several contributors to the report to share some of these valuable insights.

AFTERNOON KEYNOTE PANEL | 3:45 PM - 5:00 PM

STAYING RELEVANT IN 2017A PROFESSIONAL PANEL MODERATED BY FRED COOK

THURSDAY, MARCH 2, 2017

Jian “Jay” Wang, Ph.D.Director | USC Center on Public Diplomacy

Deanne YamamotoManaging Director | Golin

Alex CohenDirector, Corporate Marketing | Apttus

Fred CookDirector | USC Center for Public Relations@fredcook

PANEL


Jim’s background encompasses over 18 years of digital marketing, public relations, and business development experience in B2B, government, ecommerce and consumer environments. Since joining Ketchum in 2012, Jim has provided both strategic guidance and creative planning for clients including Wendy’s, Pepsico, Kikkoman and Frito Lay in the ever-evolving realm of digital platforms, social influencers and content. His specialty is bringing brand experiences to life by converging these elements to spark conversation that builds engagement and ultimately drives action. On the personal side, Jim is the blogger behind the popular BusyDadBlog.com, honored by Disney’s Babble.com as funniest dad blog and recently added to their Parent Blog Hall of Fame. A native Bostonian, Jim holds a BA degree in psychology from Harvard University.

Let’s be real. You’ve heard all of these amazing things about influencer marketing, but when you launched one yourself, it somehow fell short of expectations. Where is this silver bullet you’ve been hearing so much about? Like a flashy infomercial gadget, influencer marketing is often a lot more messy, lackluster and complicated when you open the box. During his Keynote, Jim will reset your beliefs, perspectives and practices when it comes to working with influencers so that you can the job done right.

MORNING KEYNOTE | 8:45 AM - 9:50 AM

WHAT’S WRONG WITH YOUR INFLUENCER PROGRAM?

FRIDAY, MARCH 3, 2017

Jim LinSVP/Creative DirectorKetchum Digital@busydadblog

ABOUT JIM LIN


10:00 AM - 10:50 AM

BREAKOUT SESSION IIFRIDAY, MARCH 3, 2017

The Power of LinkedInLisa Caprelli, Author/CEO, Social Media & Graphic DesignerGo Glossy@BusinessExpShow

Why Cause Marketing (Still) MattersMegan Castilla, Senior Account ExecutiveScott Pansky, Co-Founder & Senior PartnerAllison+Partners Public Relations@Spansky

Creating a Trigger System for an IntegratedMarketing MachineMike Schaffer, CEO | Echo-Factory, Inc.@echofactory

LinkedIn is proven to receive 75% open rates over traditional email campaigns. Discover how to build a reputable brand and meet top leaders in your industry using your LinkedIn account. Google searches show that LinkedIn is the first-place people go to, 90% of the time. LinkedIn is a platform that often gets underutilized or put on the back burner. LinkedIn is extremely powerful — especially when you’re aware of all the platform’s hidden features that don’t get nearly as much attention as they deserve. LinkedIn is a great tool to leverage your existing contacts to connect with people and find potential customers online.

Cause marketing continues to serve as a powerful public relations extension for brands to connect with consumers in meaningful and authentic ways. Scott Pansky, a recognized expert on cause-related marketing and strategic philanthropy, will lead a “Integration & Specialization” breakout session offering attendees perspective on why cause marketing still matters and how to build a platform that capitalizes brand value. Scott and his colleague Megan will provide actionable takeaways to campaign development, execution and measurement, all of which contribute to a seamless and successful “Corporate Socialanthropy™” integrated marketing effort.

A Trigger System is a way to ensure that your credit-worthy accomplishments get the love they deserve in real time (rather than three months after the fact). Trigger Systems result in fully integrated processes and protocols, which are established before you need them. They allow you to pay more attention to what you’re going to say rather than how and where you’re going to say it.

BREAKOUT II, 10:00 AMTOOLS & TECHNIQUES

THOUGHT LEADERSHIP


Tracks


Whether you are an in-house practitioner or part of an agency, the strategies of today’s PR professional look very different than they did even a year ago. There are tools promising ROI around every corner and new strategies peaking the interest of your clients. How do you break through the noise to know what is a good fit for your team, and what shiny new strategies will align with your client’s goals? Learn about the tools and strategies that will take our profession into the PR practice of tomorrow. Metrics that matter and why they matter will be discussed along with best practices for marketing and PR alignment, where and when to adopt technology, and how it all comes together to put forth a successful, cohesive strategy.

The Oscars mark the end of Awards Season but not the end of the strategies the brands can continue to utilize to get media attention. Rosalind Jarrett Sepulveda, SAG Awards Executive in Charge of Publicity, and Susan Ashbrook (@susanjashbrook), author of “Will Work For Shoes: The Business Behind Red Carpet Product Placement” will share insider tips and tricks for brands to get noticed by the media, influencers and bloggers.

Joe will share his techniques and methods for persuading the major broadcast and cable networks, Hollywood studios, nearly every major sports league, and A-list “gets” like Bob Costas, Dustin Hoffman, Tom Cruise among others, to join him on the way to six New York Times bestsellers. Best of all, these are techniques that can be used to get our organizations to buy-off on our next campaigns, our clients to sign on for a new project, or an influencer to consider covering our next big event!

Evolve or Bust: Tools for Today’s PR ProKristin Hege, Co-Founder and President | Wired PR@Khege

Lessons from the Red Carpet: What Brands Can Learn From Awards SeasonPresented by PRSA Entertainment & Sports Section with Moderator Rick Markovitz

“Go for the Get” on PersuasionJoe Garner, Six-time New York Times Bestselling Author and EntrepreneurJoe Garner Company & Kasem Communications@JoeGarnerAuthor

BREAKOUT III, 11:00 AMTOOLS & TECHNIQUES

THOUGHT LEADERSHIP


Tracks

11:00 AM - 11:50 AM

BREAKOUT SESSION IIIFRIDAY, MARCH 3, 2017


Ryan Holiday is a media strategist and prominent writer on strategy and business. After dropping out of college at nineteen to apprentice under Robert Greene, author of The 48 Laws of Power, he went on to advise many bestselling authors and multiplatinum musicians. He served as director of marketing at American Apparel for many years, where his campaigns have been used as case studies by Twitter, YouTube, and Google and written about in AdAge, the New York Times, and Fast Company. His first book, Trust Me I’m Lying—which the Financial Times called an “astonishing, disturbing book”—was a debut bestseller and is taught in colleges around the world. He is the author of two other books and is now published in 16 languages. He currently lives in Austin, Texas with his rebellious puppy, Hanno and pet goats.

Controversial media expert and author Ryan Holiday looks at the converging trends of media -- clickbait, fake news, virality, trolling, polarization -- and what they mean in the aftermath of the most contentious and divisive election in history. The last few years have validated many of the predictions in Ryan’s bestselling book, “Trust Me I’m Lying.” The ongoing struggles of traditional media and the question of relevance is a critical issue that has serious implications for our profession. We called our conference #PRMatters so we can understand how to better define ourselves in this new atmosphere. If you follow Ryan’s recent activity as author of articles for the New York Observer, you’ll know he’s equally comfortable calling out politicians, the media, and our profession. The tactics he leveraged in his early career might challenge or even anger us – after all, his book was an expose of how he manipulated the media to pick up false news for paying clients. However, Ryan is calling out PR professionals to be more ethical – and he’s doing so as the poster child of what NOT to do.

KEYNOTE & LUNCHEON | 12:00 PM - 1:30 PM

TRUST ME I’M LYINGTHE FUTURE OF MEDIA & PR


ABOUT RYAN HOLIDAY

Ryan HolidayAuthor & Media Manipulator

@RyanHoliday


2:00 PM - 2:50 PM

BREAKOUT SESSIONS IVFRIDAY, MARCH 3, 2017

Practical Techniques for Creative Business WritingGreg Thilmont, Digital Content Editor | BRAINTRUST@GregThilmont

Media Integration: How to Make ‘Pay for Play’ Work for YouKatrina Early, President | Katrina Early Integrated Communications@Katrina_Early

Tear Down The Wall: Taking Advantage of Collaboration Between Sales and PRRobin Doerr, MBA, Executive Vice President of Sales and MarketingInnovAge

Writer’s block is natural and can be overcome. Discover creative “genius” which is not necessarily some mystical process, but something with a technique. Using practical techniques for spurring creativity can make a huge difference in creativity in writing. Some of these techniques are grids and mind maps. Additional techniques for generating writing creativity will be shared along with a historical background framework.

The days of straight PR seem to be fading, especially with TV. If you want a segment, not only do you need a fantastic pitch, you need to sponsor the program with cash. Discover how to use this pay for play technique to your advantage and maximize the outcome, allowing you to work creatively with media outlets that may not have been interested in your brand before.

Organizations must be nimble and responsive to the market to be successful and survive. To support this need, we as communicators need to adapt – and part of that is seeking out closer collaboration with our sales teams. Traditionally, marketing/communications and sales are isolated from each other, with little opportunity for the strategic understanding and cooperation necessary to grow the business. Understanding our sales team’s success metrics and goals – and their ongoing progress on reaching them – allows us to tailor a strategic vision focused on growth and focused on impacting specific metrics of that growth. We have to be more aware of sales triggers than other teams do in order to make smart decisions.

BREAKOUT IV, 2:00 PMTOOLS & TECHNIQUES

THOUGHT LEADERSHIP


Tracks


You know the story… as professionals, it’s natural to do amazing work for clients, helping them grow in so many positive ways. But when it comes to taking care of your own brand, it’s a lot like the “shoe cobbler’s children” — we often do a terrible job with our own PR and marketing. Join marketing veteran, Frank Cowell, as he shares insights on how he’s growing his digital marketing agency and how you can use the same strategies and tactics to grow your PR firm!

If you’re not bringing livestreaming into your organization, then you are missing out on a powerful communication platform. Whether you’re a Fortune 1000 or a regional nonprofit, this digital tool really needs to be part of your marketing and branding toolbox. Mitch Jackson will cover the pros and cons of the most popular platforms and help you understand whether Facebook Live, Periscope/Twitter or even newer tools might be a better for your particular needs. Get comfortable with livestreaming and who knows – like Mitch, you find yourself news jacking the headlines and REALLY getting brand exposure!

In this session, Kara Alaimo, Ph.D., a former global communicator in the Obama administration and United Nations and author of “Pitch, Tweet, or Engage on the Street: How to Practice Global Public Relations and Strategic Communication,” will discuss how social media and other new technology were used in the 2016 election – including President Trump’s use of Twitter and the role of hackings and fake news. She will propose changes that technology companies should make to their platforms before 2020 to promote a more deliberative and democratic election process.

Growing Your Firm with ‘Smarketing’ Lead GenerationFrank Cowell, CEO | Elevator Agency@FrankCowell

The Power of Livestreaming: It’s Not an OptionMitch Jackson, Streaming Lawyer | Jackson & Wilson@MitchJackson

The Role of Social Media and Other New Technology in the 2016 ElectionKara Alaimo, Ph.D., Author | “Pitch, Tweet, or Engage on the Street: How to Practice Global Public Relations and Strategic Communication”@karaalaimo

BREAKOUT V, 3:00 PM

3:00 PM - 3:50 PM

BREAKOUT SESSION VFRIDAY, MARCH 3, 2017


With Ria Carlson, Associate Chancellor, Strategic Communications, University of California, Irvine and Kelly Huston, Deputy Director, Crisis Communications & Public Affairs, California Governor’s Office of Emergency Services.

Moderated by Christopher Perez, APR, Partner, Westbound Communications

There is rarely a “playbook” for dealing with an organizational emergency. Even the most seasoned professional must deal with the changing nature of a dynamic situation and its unanticipated challenges. These two professionals will present their recent trials and recent headlines, and their hard-fought lessons from the front lines of crisis situations. They will share best practices and practical advice on how the “social media X-factor” should be addressed at the start, middle and end of any emergency scenario.

CLOSING KEYNOTE PANEL | 4:00 PM TO 5:00 PM

THE X FACTORMANAGING SOCIAL MEDIA IN CRISIS


Christopher Perez, APRPartner | Westbound Communications@cperez08MODERATOR

Ria CarlsonAssociate Chancellor,Strategic Communications |University of California, Irvine

Kelly HustonDeputy Director,Crisis Communications & Public Affairs | California Governor’s Office of Emergency Services


PRSA-IE PRESIDENTVictoria Brodie, California Baptist University

WESTERN DISTRICT CONFERENCE CO-CHAIRSAaron Norris, The Norris Group

Chris Perez, Westbound Communications

WESTERN DISTRICT CONFERENCE COMMITTEEHillary Angel, Auto Club Speedway

Liselle DeGrave, APR, DeGrave CommunicationsKrista Goodman, United Storm Water, Inc.

Mary Ann Pearson, California Baptist UniversityHeather Raymond, Riverside Public Utilities

Robbie Silver, Riverside Public Utilities

A SPECIAL THANKS TO OUR VOLUNTEER CONFERENCE ORGANIZERS

NOTES


San Manuel Community Outreach

sanmanuel-nsn.gov | 909-864-8933

Loma Linda University Cancer Center Santos Manuel Student UnionGoodwill Southern California

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