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Reverse Case Study Method: Analyze, Build Backward, Compare

Registration is closed. Please register onsite. 

Too often we measure outcomes, but we don’t look back and prove that we built what we set out to build. Applying the Reverse Case Study Model to a PR campaign provides unbiased feedback, and a look at your plan from a new perspective through critical thinking and creative problem solving. Your communication plan will be re-built, based on nothing but research. Findings and a proposed plan will validate or disprove your intended baseline, measurements, audiences, influencers, platforms, methods, timeline, and more.

Join us as Captain Katie Cousins, Lead Instructor with the Defense Information School, shows us how to apply this model providing areas of improvement for campaign performance and long term efficiency. You’ll learn to …

  • Analyze any public PR campaign or event using the Reverse Case Study model.
  • Deconstruct available public information and design what you believe to be the public affairs communication plan through the use of the ABCs (Analyze, Build Backward, Compare).
  • Evaluate PR campaign objectives and identify areas of improvement and learned efficiencies.

When: Friday September 13, 2019 | 8 a.m – 10 a.m.
Where: The Conference Center at Sheppard Pratt | 6501 North Charles St.
Parking: Click here for site map
Investment: PRSA Member – $30; Non-members – $45 (includes light breakfast)

About our presenter:

Capt. Katie Cousins is a Public Affairs Qualification Course instructor at the Defense Information School. She entered the Air Force in 2010 as a graduate of the U.S. Air Force Academy in Colorado Springs, Colorado. Her Air Force experience includes serving as the Deputy Chief of Public Affairs for the 60th Air Mobility Wing at Travis Air Force Base, California and the Chief of Public Affairs for the 97th Air Mobility Wing at Altus AFB, Oklahoma. Following wing-level public affairs assignments, she served as the Commander, Detachment 2, 336th Training Squadron at Fort Meade, leading approximately 1,500 enlisted active duty, reserve, and national guard broadcasters and photojournalists in technical training. Captain Cousins earned a Bachelor of Science Degree in Foreign Area Studies from the U.S. Air Force Academy, and a Master’s Degree in International Relations and Conflict Resolution from American Military University.

Successful Marketing Campaigns by Boeing

Registration is closed. No walk-ins are permitted.

The summer of 2018 was a remarkable period in the defense industry. There were a few once-in-a-generation program proposals and some other key opportunities, all being chased by companies used to working in a highly competitive environment.

Boeing’s Defense, Space & Security division shocked the industry by winning the two future franchise programs (the U.S. Air Force T-X trainer, the long-awaited replacement for the T-38 Talon; and the U.S. Navy MQ-25 Stingray unmanned refueling aircraft) and a U.S. Air Force reconnaissance helicopter program (MH-139) few believed was a legitimate opportunity for the company.

How did this happen? The groundwork was laid months and years before in a collaboration among the company’s sales, program and Marketing teams and support of company leadership. The foundation of all of these pursuits were carefully crafted, multidisciplinary marketing plans that incorporated research, customer feedback and input, multi-channel tactics using traditional and digital media, continual evaluation and regular adjustment.

Join Jon Douglas, senior manager, Brand and Market Positioning, as he gives an overview of the company’s T-X marketing plan. Jon will take your questions as you get a sense of the thought process and elements behind Boeing’s successful approach.

The event will be held at Defense, Space & Security headquarters in Arlington, Va. Following the presentation participants will be given a tour of Boeing’s state-of-the-art Collaboration Center.

Date: August, 21, 2019
Time: 3:00 – 5:00 p.m.
Place: Boeing Defense, Space & Security, 929 Long Bridge Drive, Arlington, VA 22202-4208
Investment: $15 for PRSA Members; $30 for guests

*Registration will close at 5 p.m. on Aug. 19 to allow for security checks and badge processing by Boeing security. Please use your full name as it appears on your drivers license. (No nicknames please). Because visitors must be pre-registered, there will be no walk-up registration for this event.

Please contact us at info@prsamd.org for any questions regarding registration.


  • Street and garage parking is available near Boeing’s Arlington facility. Plan to arrive early to secure a space. On-site parking is not available for this event.
  • There is a café/coffee shop in the lobby where you can wait if you arrive early. We will meet you in the lobby at 2:45 to escort you to the event.
  • Boeing Arlington is a secure facility. Use of mobile phones and other devices is limited to the café and lobby areas.



Become a Project Management Ninja (Webinar)

Today, 4 out of 5 organizations struggle to find qualified talent to lead projects. 37% of an organization’s projects are at risk of failure. Meanwhile over $2 trillion is wasted every year in businesses around the globe due to poor project management. On this webinar, we will discuss the knowledge, skills and traits that you need to have to be a great project manager. Today’s public relations professionals are well positioned to lead cross-functional teams and execute complicated campaigns that involve multiple stakeholder groups. We will cover the technical, leadership and strategic/business management expertise that is required to be successful. You’ll learn “NINJA” tips and best practices for ensuring your next project stays on track so you are viewed as innovative, versatile and strategic by your organization’s leaders.

Thursday, August 15 at 12 noon (ET) via Zoom*
*You will receive an email with instructions to log in.

Free to PRSA members; $15 for guests

About our presenter …

Tracy Imm, ABC, APR is a business communications leader that loves to train others in the areas of corporate communications, social media and digital marketing as well as leadership. She is the CEO of Tracy Imm Worldwide, LLC, a leadership development consultancy. She also has a consulting practice where she works to empower women on their personal life journeys. Her two self-published books, Brave Girls Guide to Work That You Love and Conquer Shame + Claim Success: Three Keys to Abundance, Love and Leadership can be found on Amazon.

Learn more about Tracy on her website.


Turning Vision into Reality

Online registration is closed. Please register onsite.

We are almost halfway through 2019. How are those New Year’s resolutions coming along? Are you on your way to achieving your vision for the future?

Spring is the perfect time to give your professional and personal aspirations a boost. Join PRSA Maryland on Thursday, May 9, for a powerful, entertaining, interactive event designed to help  turn your vision into reality.

During this workshop, you will

  • Pick up three tools to help you create and achieve your vision
  • Gain greater clarity for all areas of your life
  • Discover how to increase your prosperity while staying in harmony with your highest values
  • Learn ways to tame your fears and negative self-talk to move with greater confidence toward your goals – and become a better person, employee or business owner!

With creative activities and laughter, Certified Life Mastery Consultants Theresa Wyatt and Nancy Pritchard will help you take the steps toward living the life you want.

Thursday, May 9
11:30 – Registration; Noon-1:30 – Program

Erickson Living Corporate Headquarters
Bill Gates Conference Room
5525 Research Park Drive, Catonsville

Just $25 for PRSA members and $45 for guests.
Fee includes lunch!

*no refunds after 5/3/19. Registrations are transferable

About our presenters:

Theresa Wyatt is passionate about helping people build their dreams.  She uses evocative coaching to help people achieve dreams in all areas of their lives. As a Certified Life Mastery Consultant, Theresa offers weekly programs and services to individuals and groups. Through vision workshops and presentations, Theresa increases participants’ awareness of their unique visions and some of the steps to help them move toward that vision with clarity, confidence and consistent results. If you’re ready to gain greater clarity in your personal vision, to be empowered with confidence, and to achieve positively amazing results, Theresa can help you bring your vision to life.

Nancy Pritchard (Pritchard Life Mastery Consulting) plans to spend the rest of her life following her passion, and she invites clients and workshop participants to do the same.  As a Certified Life Mastery Consultant, Nancy’s corporate mission is to ‘Launch 10,000 Visions.’ As a speaker and trainer in the Mid-Atlantic area, Nancy’s vision workshops help people to break through limitations and to achieve greater results than they’ve known before. If you’re looking to gain clarity, confidence and achieve your next level of success, Nancy can help to get you there.

Morning with WBAL-TV

Online registration is closed. Please register onsite.

This time, we’re heading over to WBAL-TV to meet with key staff including president and general manager Dan Joerres, news director Tim Tunison and assignment manager Jessica Rahn. A short tour will follow the presentation.

Tuesday, April 23

8:00 a.m. – 8:30 a.m.: Registration & Networking
8:30 a.m. – 10:00 a.m.: Program immediately followed by tour

3800 Hooper Avenue
Baltimore, MD 21211

Investment: PRSA members $20; Guests $35
Fee includes light breakfast.
*no refunds after 4/19/19. Registrations are transferable

Dan Joerres
President & General Manager

Jessica Rahn
Assignment Manager

Tim Tunison
News Director

Thank You to Our Chapter Sponsors

Thank You to Our Chapter Sponsors