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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.


Working to Continue with a Bold PR Future – Conference Recap

by Lisa Brusio Coster, Chapter President

It was a dog day of summer and the conference did not wilt under the heat. While NDMU did its best to keep us cool, 72 attendees at this year’s PRSA Maryland conference networked and learned new ideas and skills from our panelists and presenters. (To see details on the presenters, see the conference agenda here.)

In the opening panel on Changing Baltimore’s Narrative, we heard about the “Charm City Three-Step” – how Baltimore takes one step forward only to take two steps back. We were reminded Baltimore has a brand perception problem and we need to come together on a common theme. It was a deep, intelligent discussion with a few opposing views and in the end, a 15-minute Idea Lab was implemented for problem-solving, which allowed each table of attendees to work within specific parameters.

Afterwards, there were so many strong ideas expressed, PRSA Maryland decided to create a task force of sorts to take the lead on re-branding Baltimore. More to come on that concept, but initially, the goal will be to invite other PR, communications, marketing, and advertising organizations into the fold to accomplish the task.

Six sessions were held throughout the day, which covered diversity in internal communications, podcasting, public affairs, storytelling, niche audiences, and crisis. 

In the podcasting session, we learned the podcast audience is highly educated with high income and that most listeners fall between the ages of 25 – 34. During the storytelling session, we were told stories are the currency of human life. We were encouraged to find a way to blend informal and formal stories.

In crisis communications, we heard we must maintain trust with our stakeholders and whether you are viewed as caring is the single biggest predictor of how you are perceived after a crisis. In internal communications, we were counseled to expand our communications styles and platforms for various audiences and add our preferred pronouns to our email signatures. We were also reminded how important it is to have conversations with people with viewpoints different from our own.

In developing content for millennial black mothers, we heard how influential this audience is in terms of brand perception and buying power. And, in public affairs (PA) bootcamp we learned that while both PR and PA professionals represent organizations, PA is strictly related to the political, legislative, and government function, and closely related to lobbying. Some of the pressing challenges for PA practitioners revolves around crisis communications and risk management strategies.

Our day wrapped up with a panel presenting Towson University’s (TU) re-branding campaign. The TU staff took us down the path of research through implementation, covering an 18-month process. While they couldn’t share their budget with us, one of the best takeaways was that brand ambassadors include faculty and staff; hence, that internal audience required a communications strategy that culminated with a roll-out presentation long before the external audience was informed. We were also reminded logos are not brands and key messages are not tag lines.

Events like these are not possible without financial and in-kind support, over and above our attendees’ fees. Once again, we thank our sponsors: Chesapeake Employers’ Insurance Company, The Bozzuto Group, Notre Dame of Maryland University, Researchscape, Coster Communications, Maryland Women’s Heritage Center, Megan Evans Photography, and Quandra Gray for design.

Have something to say? 4 Ways to Share your News & Ideas

Webnotes and the PRSA Maryland Blog bring members and readers innovative and inspiring ideas about public relations and PRSA. We welcome input, feedback and content. There are 4 ways you can get involved, including joining our PR Writers’ Resource Pool.

Send news and announcements about your organization. Include Webnotes on your distribution list for press releases and announcements. Email news@prsamd.org.

Share your experience. Keep us informed of which topics are most important to you as a PR Pro. Tell us how you or a professionals you know solved a problem, created an initiative, or applied a new idea. Email news@prsamd.org

Join the PR Writer’s Resource Pool. This isn’t a commitment to write; it’s an opt-in to a team email about upcoming stories or questions/requests from writers looking for story ideas, expert sources and comments. You’ll get a monthly email from the PRSA Communications Team. If you see something in the email that prompts a reply – respond. For example, we recently reached out for advice on preparing entries for PR awards. In the past, we looked for experts on working with influencers to answer questions for a blog post. It’s easy to opt-in. Just email your interest to news@prsamd.org.

Submit an article or blog post. We love submissions for bylined articles and posts. If you have an article or post you think other PR professionals would be interested in, send it along for our review. If you have an idea, it might be best to discuss it with us before you write. Email a brief summary to news@prsamd.org and will follow up with you personally.


Thank You to Our Chapter Sponsors

Thank You to Our Chapter Sponsors