2018 PRSA MARYLAND CONFERENCE PROGRAM
Plan to attend Maryland’s Premier Public Relations & Communications Industry event!
You shared. We listened. Our 2018 Annual Event features a power-packed experience reformatted to better fit your needs!
- Adjusted times with an earlier start and end to the event, allowing you to take your knowledge back to the office to share with your team
- Several main sessions with influencers, social media and analytic experts, and client experience officers
- Activities to maximize learning and networking
Edwin (“Ed”) Bodensiek
Chief Client Experience Officer, Miles & Stockbridge
Keynote speaker Ed Bodensiek will address the future of marketing and communications and the coming convergence between our fields and customer experience (CX). This new, merged discipline will “operationalize” emotion by intentionally designing experiences to fully align with brand promises. The result will be a deeper and more authentic form of branding, with a new type of job to go with it.
Ed believes that the creative instincts and training found throughout our profession make us the natural leaders for CX. His talk will set the stage for how our profession should begin preparing for the coming convergence now: Thinking more like user brands, aiming not just to get into customers’ minds but customers’ lives.
REGISTRATION/BREAKFAST OPENS | 7:15 A.M.
WELCOME/KEYNOTE ADDRESS | 8:00 A.M.
The Great Convergence: Redefining Brand and Our Jobs In the Experience Economy
Edwin (Ed) Bodensiek, Chief Experience Officer, Miles & Stockbridge
SESSION I | 8:30 A.M.
The Fake News Phenomenon
Tom Baden, Jr., editor, The Daily Record; Colin Campbell, reporter, Baltimore Sun; Kelly Swoope, news anchor, WMAR-2; Dr. Richard Vatz, professor of rhetoric and communication, Towson University; Moderator: Debra Schindler, regional director of PR and media, MedStar Health
Explore the state of news media and the fake news phenomenon that is sweeping the world. Panelists will share their concerns, reveal how fake news impacts their work, how they report news now, and the future of journalism. Learn how communication professionals can work with members of the news media to ensure the highest caliber of information is delivered. Get a sneak peek into newsroom discussions and the editorial decision making process in the modern age. Plus, explore where accountability lies and how best to support good journalism institutions and media outlets to ensure that truth prevails.
SESSION II | 9:45 A.M.
Rise of Influencer Communications: Changing the Face of PR and Marketing
Christine Carter, influencer and global consumer marketing strategy analyst, McCormick & Company; Jill Smokler, founder, Scary Mommy; Jessica Fast, account director, Abel Communications; Margaret Nam, influencer and social media manager, Planit
Connecting with target audiences and increasing earned reach in social media is becoming difficult due to restrictive content algorithms. Enter influencer communications. Get a 360° view of social media influencer communications, and learn how it’s changing the face of PR and marketing. You’ll interact with agencies and influencers to discover how and why influencers are changing how brands reach today’s audiences. Get tips on where to find influencers who are best for your brand, how to partner with them, and how to measure outcomes. We’ll share tips on how much to pay social media influencers. Or, is trading with them a better idea? Finally, learn how to maintain transparency and avoid breaking disclosure rules.
Influencers will share their stories on how they got started in the influencer realm, how they attract a following, and with whom they look to partner. Plus, learn how influencers vary across different digital platforms.
SESSION III | 11:15 A.M.
Advanced Analytics in Public Relations
Mac Cullen, Senior Vice President of Analytics, Weber Shandwick
In the next three years, marketing/PR departments will dedicate 22 percent of their budgets to analytics. Yet companies still use less than one-third of their data to drive business decisions and strategic communication programs. Weber Shandwick’s MINDS (Media Intelligence and Data Sciences) applies a breakthrough analytics approach that harnesses big data; processes and analyzes it across multiple audiences; provides deep insights into sentiments/perceptions/interests; and creates more dynamic, measurable, and actionable marketing and PR programs that drive greater results.
Chief of Analytics Mac Cullen will take you behind the scenes of how this data-driven process works for organizations and brands, and how a different approach to data can unleash programs that maximize outcomes in sales, brand lift, and engagement.
SESSION IV | 11:45 A.M.
Case Study: Inside an Award-Winning Reputation/Brand Management Campaign. Golin and the National Aquarium
Katie Castillo, media director, Golin; Alexandra Ladas, manager, Golin; Corinne Weaver, public relations specialist, National Aquarium
Golin and the National Aquarium in Baltimore will reveal their award-winning strategy and tactics behind the National Aquarium Dolphin Sanctuary Announcement campaign. At the 2017 Best in Maryland awards ceremony, PRSA Maryland Chapter presented Golin with the “Best in Show” award for their strategic efforts in media relations and brand management for the campaign. The agency also won a PRSA Silver Anvil Award of Excellence for reputation/brand management in 2017. The campaign also received praise in People magazine’s “Top Stories That Made Us Happy This Week.”
SESSION V | 1:15 P.M.
New Role of PR: Meeting the Needs of Today’s CMOs
Jeb Brown, chairman, Yes& Agency; Robert Sprague, president & CEO, Yes& Agency; A.J. Guenther, Director, Public Relations, ConnellyWorks (a Yes& Agency)
Is PR evolving to meet the demands of today’s CMOs? How is PR defined these days? Where does PR fit in the great convergence of communication disciplines? Leaders from Yes& will address what CMOs and communicators look for in today’s creative environment and what role PR plays.
SESSION VI | 2:00 P.M.
Harness the Latest Changes in Social Media
Lindsay Nelson, senior program manager, Social Marketing, imre
Get the inside scoop on the latest social media changes affecting your brand’s ability to reach and engage with target audiences on Facebook, Instagram, LinkedIn, Twitter, Snapchat, etc. We’ll discuss privacy, algorithms that channel content, and how some social media platforms are evolving.
Get tips on how to harness the changes that will continue and learn how to incorporate smart tactics into your communication strategies. Learn how to identify opportunities to differentiate your brand or your clients’ brands to create best-in-class social media presence.
CLOSING REMARKS & NETWORKING | 2:45 P.M.
Tuesday, June 12, 2018
7:15 a.m. – 3:00 p.m. (updated)
Sheraton Baltimore North
903 Dulaney Valley Rd
PRSA Member: $199.00
Includes continental breakfast, break & lunch. Plus free parking
Multi-Staff Discount available! Send 3 or more staff from the same organization and receive $20 off each registration.
Want to showcase your brand in front of Maryland PR pros? Sign up to be a Conference sponsor. Several levels available. These companies already have!
DAYS UNTIL CONFERENCE!
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