2020 PRSA MARYLAND CONFERENCE PROGRAM

Thursday, September 24, 8:30 a.m. – 12:30 p.m.

8:30 a.m. – Welcome & Opening Keynote: Can You Have Soul at Work?

Jardena London, Business Agility Consultant, Founder of Souls@Work, Author & Blogger. Setting the tone for our learning, we’ll acknowledge that more than ever life is challenging — and we’ll connect the dots between the soulful and practical aspects of work.

9:35 a.m. – Stretch Break

9:45 a.m. – Test Your Professional Development Knowledge & Win Prizes

10:00 a.m. – Ethical Listening: Do You Hear What I Hear?

Kirk Hazlett, APR, PRSA APR Fellow; Ethics Committee chair, Global Listening Centre; Adjunct Professor, University of Tampa

10:30 a.m. – LinkedIn and Lockdown: Tips to Elevate Your Profile

Faith Wachter, Faith Wachter Consulting, LLC

11:00 a.m. – Meditation Break with Rebekah Kaba, Lovesol

11:15 a.m. – The Last Temptation of Pandemic Marketing: Doubling-Down on Your Brand & Storytelling

Patrick Stone, Director, Strategic Communications & Marketing, Cape Cod Community College; and Jon Fonseca, Web Content Specialist, Bryant University

12:00 p.m. – Everybody TikTok Now: A Podcast About Podcasting & PR

Jeffrey Davis, APR, Principal, J. Davis Public Relations, Co-founder Podcast Village; Charlie Birney, Co-founder, Podcast Village; and Tammy Ortery aka TikTok Tammy (Ramsgirl30)

12:30 p.m. Join us for a Quick Preview of Day 2

12:45 p.m. (30 mins) – BONUS Lunch & Learn Sessions (pick one)

Friday, September 25, 1:00 p.m. – 5:00 p.m.

12:15 p.m. (30 mins) – BONUS Lunch & Learn Session: Language as an Equalizer

Carol Velandia, MBA, CHI, PMP, LMSW

1:00 p.m. – Welcome Back & Transform Your Day: Tips From a Professional Organizer

Amy Tokos, Certified Professional Organizer & Productivity Consultant

1:45 p.m. – Identifying and Communicating Quality Survey Research

Mileah Kromer, Ph.D., Director, Sarah T. Hughes Field Politics Center, Goucher College; Principal, Federal Hill Research Group

2:30 p.m. – Diversity, Equity & Inclusion: Drive to Action

Shaunna Payne Gold, Ed.D, Associate Provost for Diversity & Inclusion, Towson University

Nneka Logan, Ph.D., Associate Professor, School of Communications, Virginia Tech University

3:30 p.m. – Stretch, Test Your Safety Knowledge & Win Prizes with Chesapeake Employers Insurance

4:00 p.m. – Closing Keynote: Mission Possible: Lessons on Resilience From a Disaster Veteran

Kathleen Koch, Award-winning journalist; former CNN White House Correspondent. We’ll close with a conversation and actionable advice for overcoming the many obstacles to communicating your message in these unprecedented times.

4:45 p.m. Wrap-up Celebration

Session Descriptions:

Learn more about our presenters

8:30 a.m. – Welcome & Opening Keynote: Can You Have Soul at Work?

Jardena London, Business Agility Consultant, Founder of Souls@Work, Author & Blogger

What was the moment when work first crushed your soul?  What would work look like for you to have soul at work?  What would it look like if your organization had soul? Souls@Work believes we spend way too much of our lives at work to allow it to be soulless. In this talk we’ll reckon with the reality of where we are today and look at a simple practice to bring soul to some of the soul-crushing activities that take place in our work lives every day. We’ll examine the three conditions that need to be in place for you to flourish: freedom, power and connection. And, we’ll distinguish together between the soulful and the practical aspects of work, connecting the dots between them.

9:35 a.m. – Stretch Break

9:45 a.m. – Test Your Professional Development Knowledge & Win Prizes

10:00 a.m. – Ethical Listening: Do You Hear What I Hear?

Kirk Hazlett, APR, PRSA APR Fellow; Ethics Committee Chair, Global Listening Centre; Adjunct Professor, University of Tampa

Ethical practice in today’s mega-connected world has gotten more challenging and more complicated thanks to the ever-expanding number of channels through which our publics can…and DO…express their thoughts, ideas and concerns. In this session, we will examine the listening aspect of communication. We’ll also look at how, as PR and communications professionals, we can ensure that what we hear our audiences say is what they want us to hear — and we respond for the right reasons.

10:30 a.m. – LinkedIn and Lockdown: Tips to elevate your profile

Faith Wachter, Faith Wachter Consulting, LLC

Pre-COVID, business networking meant attending events and conferences, exchanging business cards, and traveling near and far to meet potential clients. The pandemic lockdowns have forced nearly all business interactions online. Networking events have gone virtual, and Zoom meetings are a frequent daily occurrence. LinkedIn has always been an effective platform for B2B, but is your profile optimized for the current times? Local social media marketing consultant Faith Wachter will present ways to use various LinkedIn features and fine-tune your profile to maximize networking on that platform. Session to include Q&A.

11:00 a.m. Stretch Break

11:15 a.m. – The Last Temptation of Pandemic Marketing: Doubling-Down on Your Brand and Storytelling

Patrick Stone, Director, Strategic Communications & Marketing, Cape Cod Community College; Jon Fonseca, Web Content Specialist, Bryant University

In higher education, the pandemic drove nearly all colleges and universities to online learning models, subsequently tearing down recruitment walls, creating a free-for-all of messaging opportunities and a nationwide battle for enrollment. With new audiences and limitless borders, everyone needed to start their brand messaging over…right? This presentation looks at case studies from both private and public institutions in New England that zigged when everyone else zagged, putting a heavy emphasis on authenticity and strategic thinking. Pairing homegrown storytelling with audience-driven social media tactics helped these institutions stay-the-course through the most challenging enrollment time in decades. The results led to stronger branding and brand equity, deeper audience interactions and a clearer sense of what to do beyond COVID.

12:00 p.m. – Everybody TikTok Now: A Podcast About Podcasting & PR

Jeffrey Davis, APR, J. Davis Public Relations, LLC; Charlie Birney, co-founder, Podcast Village; Tammy Ortery aka TikTok Tammy (Ramsgirl30)

TikTok viral sensation Tammy Ortery (Ramsgirl30) has appeared on GMA and her high-energy dance videos have been shared by Janet Jackson and Justin Timberlake as she climbed to more than 25 million views in just three months. Join PRSA Board member Jeffrey Davis and Podcast Village co-founder Charlie Birney for a “live” recording of their weekly podcast, “Practically Social.” During this session, Jeff and Charlie will talk about how podcasting fits into today’s PR and marketing mix, how Jeff tracks trends in PR and social media, and they’ll answer questions by attendees. The highlight will be “TikTok Tammy,” a 59-year-old high school guidance secretary whose fun dance moves are winning hearts everywhere. She will share her insights into the crazy world of TikTok and answer your questions. The session will turn into a future podcast episode available on Apple Podcast, Spotify or wherever you get your podcasts.

12:30 p.m. – Closing and Preview for Day 2

12:45 p.m. (30 mins) – BONUS Lunch & Learn Sessions (pick one)

Demystifying the APR – An Overview of the Accreditation Process

Barbara Burfeind, APR+M; APR Manager, PRSA National Capital chapter Board of Directors; Dianna Fornaro, M.A., APR, AINS; APR Manager, PRSA Maryland chapter Board of Directors; Paola Vargas-Strassner, M.P.S., APR  (Recently earned APR)

Join APR Chairs from the Maryland and National Capital Chapters for a brief overview of the accreditation process. Learn exactly what’s involved in getting your APR as they break it down into three easy steps – (1) the application, (2) the Panel Presentation, and (3) the proctored exam. Bring your questions! This is a 30-min presentation with plenty of time for Q&A at the end.

Running Virtual Meetings – Pitfalls & Quick Fixes 

Laurie Reuben, Cheshire Consulting Group, LLC

Virtual meetings are here to stay – let’s learn how to make them worth our time, in terms of productivity and interpersonal relationship building. We’ve been on those virtual sessions that spin, drag on, or get commandeered by the loudest voice (there’s only one live microphone!) and we’ve wished we knew what to do to fix those, and other common pitfalls. Join our Conference Facilitator for this bonus session to learn what the pros do to overcome the pitfalls of meeting virtually.

 

 Friday, September 26

12:15 (30 mins) – BONUS Lunch & Learn Sessions: Language as an Equalizer

Carol Velandia, MBA, CHI, PMP, LMSW

This Bonus Session is designed for anyone interested in learning more about cultural competencies and diversity training for their organizations. Carol Velandia, a social worker, interpreter and entrepreneur, will highlight the tools many PR and communications pros are seeking for their organizations (and clients) to improve the implementation and delivery of language services in different settings. Velandia is also the founder and CEO of Equal Access Language Services, LLC and an adjunct professor for the Interpretation and Translation graduate program at University of Maryland College Park.

1:00 p.m. – Transform Your Day: Tips From a Professional Organizer

Amy Tokos, Certified Professional Organizer & Productivity Consultant

Working from home can be a challenge. Have you ever sat down in the office to finish one task then find yourself quickly distracted by another? Do you struggle to set boundaries around your working time? If yes, then this session to help combat our gaps in productivity is for you. Amy Tokos will help you identify some of the obstacles that are keeping you from getting organized and identify opportunities to be more productive. You’ll get tips and strategies to help you become more productive, including focus and time management brain hacks. Tokos will also discuss healthy work/life boundaries, starting by helping you what’s really essential for better work/life balance.

1:45 p.m. – Identifying and Communicating Quality Survey Research

Mileah Kromer, Ph.D., Director, Sarah T. Hughes Field Politics Center, Goucher College; Principal, Federal Hill Research Group

Accessible software and the ability to collect responses easily through social media has resulted in the proliferation of “do it yourself” polls. These unscientific measures of opinion have managed to grab some national headlines simultaneously causing damage to the survey research industry. Now more than ever, public relations professionals must be able to quickly separate the junk from the science and effectively communicate reputable survey research to the public. This session will provide an overview of what to look for when consuming public opinion research, discuss standards for disclosure, detail how to communicate methodological information, and examine why it matters for public relations.

2:30 p.m. – Diversity, Equity & Inclusion: Drive to Action

Shaunna Payne Gold, Ed.D, Associate Provost for Diversity & Inclusion, Towson University; Nneka Logan, Ph.D, Associate Professor, School of Communications, Virginia Tech University; Tia Malloy, Communications Strategist (moderator)

In this moderated discussion, Drs. Shaunna Payne Gold and Nneka Logan will address how to build meaningful diversity, inclusion, and equity into organizational strategies. Dr. Gold will explore major diversity and inclusion concerns in organizations, and how those concerns might be addressed. Dr. Logan will then discuss how PR can take a leadership role in corporate social responsibility efforts, particularly how CSR programs can address social justice issues. Both speakers will also cover how companies can re-envision existing organizational practices to more ethically and authentically acknowledge and address diversity and inclusion. Communications strategist Tia Malloy will moderate the discussion, including a Q&A with attendees.

3:30 p.m. – Stretch Break

3:45 p.m. – Test Your Safety Knowledge & Win Prizes

4:00 p.m. – Closing Keynote: Mission Possible: Lessons on Resilience From a Disaster Veteran

Kathleen Koch, Award-winning journalist; former CNN White House Correspondent

Most organizations have a crisis communications plan. But how many were designed for a global pandemic, widespread social unrest and a divisive presidential election? In this talk, you’ll hear actionable advice for overcoming the many obstacles to communicating your message in these unprecedented times. You’ll also learn what messages resonate best during a disaster. All this, interwoven with unforgettable personal stories from a disaster veteran who has been there. Time for Q&A will follow.

4:45 p.m. – Wrap-up Celebration

Special thank you to our sponsors …

Official Sponsor

Design Team

Experience Sponsor

Want to showcase your brand in front of Maryland PR pros? Sign up to be a Conference sponsor. Several levels available.

2020 PRSA Maryland. All Right Reserved

Thank You to Our Chapter Sponsors

Thank You to Our Chapter Sponsors