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PRSA Maryland is your local resource for professional advancement. Through our chapter and via the national PRSA organization, you have access to continuing education seminars, information exchange forums, training webinars and research projects.

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Digital Strategies to Help You Break Through to Resistant Audiences

April 12, 2018 @ 12:00 pm - 2:00 pm


Online registration is closed. Please register onsite.

Presented by the Digital and Creative Strategy team from FDA’s Center for Tobacco Products

Tried everything to reach a challenging audience, or your new strategies seem like theme and variation of the same ideas? Case studies from FDA will show how tobacco regulators created award-winning communications that reached out effectively to engaged social media audiences. FDA successfully articulated the concerns of resistant audiences and worked with industry experts to create content that helps everyday consumers.

These case studies will give you insight on how to:

  • Leverage digital ads cost-effectively to reach the right audiences and exponentially increase reach and engagement when you need it most;
  • Create content that is relevant to your resistant audience and present the content in a neutral way that fosters collaboration, or at least opens the door to a conversation; and
  • Make your success so visible in your organization that you can justify resources to expand your program.

When: April 12, 2018 | 12 p.m. – 2 p.m.
Where: The Conference Center at Sheppard Pratt | 6501 North Charles St.
Parking: Click here for site map
Investment: PRSA Member – $35; Non-members – $55 (includes lunch)

About our presenters … 

Kanika M. Watson
Chief, Digital and Creative Strategy
FDA’s Center for Tobacco Products

Kanika M. Watson is a senior public relations professional skilled in the design and execution of high-impact, award-winning integrated communications campaigns. A big-picture strategist with more than 15 years of experience, Kanika has expertise building and delivering innovative strategic communications infrastructure and programs to advance leading priorities for the federal government, national non-profit organizations and corporate clients. As chief of creative and digital strategies for the U.S. Food and Drug Administration’s Center for Tobacco Products, Kanika oversees all corporate digital communications including a multi-disciplinary team responsible for the ideation and development of highly-visible digital initiatives.


Lauren Rodriguez
Lead Social Media/Digital Marketing Strategist
FDA’s Center for Tobacco Products

Lauren Rodriguez is a digital media and communications expert specializing in strategy and engagement for a diverse audience on the web, social, and mobile at a national level. Well-rounded communications specialist, Lauren has a decade of experience in strategic marketing and promotion, digital product development, and social media management across the federal government and private industry.



Vanessa Curto
Editorial Strategy Manager
FDA’s Center for Tobacco Products

Vanessa is a digital content development strategist, equally seasoned in marketing and technical communications. A passionate plain language expert, Vanessa has worked with organizations including FDA, Justice Department, and Halliburton. Vanessa holds degrees from Rice University and School of the Art Institute of Chicago.

Lori MacLennan
Lead Web Strategist
FDA’s Center for Tobacco Products

Lori MacLennan is an award-winning web strategist and content editor with over a decade of experience in public health and regulatory science work in the federal government, including FDA, NOAA, and NIH. University of Maryland alum.


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April 12, 2018
12:00 pm - 2:00 pm
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Conference Center at Sheppard Pratt
6501 North Charles St., Room 30
Baltimore, MD 21204
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