Agenda (subject to change)



Changing Baltimore’s Narrative: A Panel Discussion and Idea Lab
Al Hutchinson, President and CEO, Visit Baltimore; Matt McDermott, Board Member, Community Law in Action (CLIA) and Creative Director, idfive; Matt Jablow, Spokesman, Baltimore City Police Department; Luwanda Jenkins, Executive Director, Executive Alliance; Will Holmes, Founder, WHC and Chair, Baltimore City Chamber of Commerce; Nestor Aparacio, BaltimorePositive Podcast

Despite stubborn crime rates, a mayor’s recent resignation and all the negativity Baltimore can’t seem to escape, we know there are plenty of devoted champions of this city who are working hard to make a difference and trying to change the narrative. This panel will discuss how to change the narrative and, most importantly, rebuild trust. How can the City of Baltimore move forward and show the world (and the state) Baltimore is so much more than the terrible headlines? Immediately following the panel, you’ll have the chance to put your reputation management and crisis communication skills to the test working in groups to come up with ideas for your own recommendations for the city.

9:45 A.M. – 10:00 A.M. | BREAK
10:00 A.M. – 11:00 A.M. | CONCURRENT SESSIONS (choose one)
The Future of Storytelling

Professor John D. Trybus, APR, Managing Director, Georgetown University’s Center for Social Impact Communication

Everywhere you turn within the public relations profession, there’s talk about the power of storytelling. And for good reason. Effective stories create action—they can spur donations, mobilize supporters, win customers, build movements and more. Stories bring an organization’s work to life creatimg meaning and connection in a way no other form of communication can do.

Professor Trybus will share findings from applied research as well as his own life’s work navigating our sector to showcase what the future of storytelling will look like and what that means for your organization. From disruptive characters, virtual reality, physical stories and the rise of story leaders, the results and ideas for action will surprise and inspire you.

Where Does Podcasting Fit into Your Media Mix?

Tracy Imm, APR, Founder, Tracy Imm Worldwide, LLC; Adam Bednar, The Daily Record

Competing in a cluttered content filled world, it’s often difficult to get your message heard. An emerging media tactic is podcasting. This session will cover the basics of the podcast landscape and provide you with actionable ideas for adding guest podcasting to your communications mix. We’ll talk about what’s involved with launching a podcast and when it makes sense to dip your toe in this new space.

11:00 A.M. – 11:10 A.M. | BREAK
11:10 A.M. – 12:10 A.M. | CONCURRENT SESSIONS (choose one)
The Turning Point: How a Crisis Can Become an Opportunity

Ashlene Larson, PR & Social Media Director, Planit;  Jennifer Donahoe, PR & Social Media Account Director, Planit

The Greek word for crisis is “krisis,” which means “turning point” – a point where a company’s destiny can go one way or another, a point of danger or opportunity, where a company can win or lose its reputation. At a moment when all eyes are on your company or client, you have more control than you think. When managed right, crises can have a positive impact on a company’s bottom line.

Learn the rules of effective crisis response, what works – and what doesn’t work – in a crisis and how to prepare for a crisis now.

Words Mean Things: Diversity in Internal Communications

Tia Malloy, Communications Strategist, Conteur Communications; Naomi Garvin, Diversity Strategist, Conteur Communications

Diversity has grown in significance for companies, but what does it look like in practice? Language, workplace culture, and representation all play roles in building authentic communications activities. Through real-world examples, we will highlight actionable steps to incorporate an ever-changing global landscape into your internal communications strategy.

In this session you will learn to: assess if diversity is a priority in your organization; incorporate diversity in your communications strategy; ask the right questions to frame communications activities; and use everyday techniques to influence corporate initiatives.

12:10 P.M. – 1:10 P.M. | LUNCH
1:10 P.M. – 2:00 P.M. | CONCURRENT SESSIONS (choose one)
Just Do It: Creating Content for a $1.2 Trillion Audience

Christine Michel Carter, Writer/Global Marketing Strategist, Minority Woman Marketing LLC

Fifty-five percent of millennial moms are asked for their opinion about purchasing decisions, compared to 39% of total moms. But while black mothers have an enormous spending power and over-index in a number of CPG categories, three out of four moms still say companies have no idea what it’s like being a mom. We’ll connect the dots for brands between them and a consumer who might not even be on their radar… black millennial moms. We’ll dig into each take-away point with data and case studies.

Public Affairs vs Public Relations Bootcamp 101

Brittany Oliver, President, Public Purpose Journal, AU School of Public Affairs

Do you know the difference between public affairs and public relations? People sometimes use the terms interchangeably, but there are clear differences between the two, and they have distinct goals.

Public Affairs vs Public Relations Bootcamp 101 will give communications professionals insight into of what it means to perform communications for an organization v.s politicians, governments and other decision-makers while highlighting the risks, differences and opportunities that they could bring in 2019 and beyond. 

2:00 P.M. – 2:10 P.M. | BREAK


Towson University: Building an Authentic Brand with Creativity and Transparency

Panelists: Rick Pallansch, Assistant Vice President of Creative Services; Erica Green, Assistant Director of Brand Marketing; Kathryn McGuire, Social Media Strategist; and Timm Baldwin, Senior Director of Marketing and Brand Strategy

Organizations are just like people. They have identities, personalities and unique stories that help define them. In today’s brand-centric world, it’s not only necessary to reach your external audience with a compelling, research-based message, but to engage your internal teams when defining your message. Learn the inclusive strategies Towson University used to craft a new, contemporary brand story and the intentional ways TU has successfully built buy-in with students, faculty and staff.

Last update 7/5/2019

Event Details:

Thursday, July 18, 2019
7:15 a.m. – 3:30 p.m.
Notre Dame of Maryland University
4701 North Charles Street
Baltimore, MD

PRSA Member: $199.00
Non-Member: $249.00 
Student: $75.00 
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.

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