On-Site Program - PRSSA - Public Relations Society of America

On-Site Program
PRSSA 2011
National Conference
October 14–18 Orlando
www.prssa.org/conference
Discover your own perceptions of reality in Orlando.
Welcome to Orlando!
Orlando is a magical place to
escape reality and enter a world
of fantasy. PRSSA 2011 National
Conference attendees will eagerly
discover the creative experiences
that are just beyond reality's reach.
Since public perception provides
the foundation for all strategic
communications, the Conference
theme is mirrored within the
practice of public relations itself.
Perception is reality for
professionals practicing strategic
communications. Successful
practitioners embrace this fact and,
consequently, seek a deep
understanding of public attitudes
and target audience behaviors that
drive effective programs.
Discover your own perceptions of
reality in Orlando.
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Welcome to the PRSSA 2011 National Conference!
The next five days are going to be packed full with professional development opportunities,
networking, career advice and leadership workshops. We will hear from professionals
and industry leaders, all of whom have vast experiences to help make your Conference
experience memorable.
Orlando is a home base for creativity. While you are attending workshops and sessions, let
the presenters inspire you with their creativity and passion for public relations. It is my hope
that Conference will further solidify and legitimize your career choice. There are many great
sessions for people with many different interests. Don’t be afraid to step outside of your
comfort zone and learn something new.
Once again, welcome to Orlando. I am so excited to be here with all of you. I hope you have a
fantastic stay in Orlando — enjoy National Conference!
Adam Aisner
2011–2012 National President
Letter From the National Conference Committee
Welcome to the PRSSA 2011 National Conference, Perception Is Realty:
Inspiring Effective Communication, hosted by the PRSSA Alpha Chapter at
the University of Florida College of Journalism and Communications. This
year’s Conference, held against the magical backdrop of Orlando,
Florida, will inspire you to embrace effective practices of the public
relations field and prepare for a successful career.
This year’s theme will come to life not only through the Conference’s
magical location, but also through captivating sessions and speakers.
Hear from professionals as they share years of experience and tips
for getting ahead in a competitive environment. Choose from a wide
variety of sessions that best suit your interests, including social
media, public interest communication and integrated communications.
From fashion to not-for-profit communications, this Conference
provides the opportunity to delve more deeply into an exciting
and continually evolving field.
In addition to sessions and Orlando’s world famous attractions, experience the
music, the fantasy and the mystery at Friday’s opening night celebration: Carnaval
Brazilian Masquerade! Immerse yourself in the Brazilian culture with lights, music and
amazing performances by Sabor Latino, the University of Florida’s Hispanic Student
Association’s official dance team and “UF’s hottest performance group” and celebrate the start of
an unforgettable weekend by creating ties with fellow attendees from across the country.
Join us in making this Conference a weekend of unforgettable fun and professional growth. We look forward to meeting you!
The PRSSA 2011 National Conference Committee
© Disney
National Conference Committee
From left to right, back row: Sarah Poser, Kelsey Abel, Sofia Royce, Stephanie Covey, Amanda Lyon, Chris Boogar. From left to right, front row: Jordan Barrish,
Mirtle Pena, Julia McClure, Jerry Bruno, Jacqueline Bond, Lauren Canina, Haley Rohrer. Adviser: Deanna K.W. Pelfrey, APR, Fellow PRSA.
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Hotel Information
Conference Information
Internet Access
The Renaissance Orlando at SeaWorld offers free wireless Internet access in the atrium/lobby area. Conference meeting and
session rooms will not offer complimentary wireless Internet access. Wired Internet access is available in hotel rooms for $14.95
per day.
All National Conference events, except the
PRSA General Sessions, will be held at:
Renaissance Orlando at SeaWorld
6677 Sea Harbor Drive, Orlando, FL 32821
(407) 351-5555
The PRSA General Session will be held at:
JW Marriott Orlando Grande Lakes
4040 Central Florida Parkway, Orlando, FL 32837
Shuttle Information
PRSSA provides free shuttles to and from the PRSA General
Sessions at the JW Marriott Orlando Grande Lakes. At the Renaissance Orlando at SeaWorld, shuttles will pick up and drop off
at the Porte-Cochere near Oceans Ballroom.
These shuttles will run round-trip at the following times:
• Sunday, Oct. 16, 12 p.m.–4:30 p.m.
• Monday, Oct. 17, 7 a.m.–12 p.m.
• Tuesday, Oct. 18, 9:15 a.m.–12:45 p.m.
A limited number of shuttles will be available round-trip on
Saturday, Oct. 15 from 6–11 p.m., stopping at:
• Downtown Disney
• JW Marriott Orlando Grande Lakes (PRSA hotel)
• Universal CityWalk
Getting to the
Renaissance Orlando at SeaWorld
From Orlando International Airport (MCO)
Shuttle from MCO (Mears Transportation Group)
$19 per person one-way / $30 per person round-trip
Taxi from MCO
Estimated fare $35
Ground Transportation
Directions from I-95, I-75 and I-4 can be obtained
on the National Conference website:
www.prssa.org/events/Conference/Hotel_Travel/
Getting Around Orlando
The Renaissance Orlando Hotel at SeaWorld offers free
transportation to SeaWorld Orlando, Discovery Cove Orlando,
Aquatica and Universal Studios Florida for resort guests.
International Drive’s convenient I-Ride Trolley makes getting
around Orlando a breeze. With 78 stops scheduled every 20
minutes, it’s easy to reach some of Orlando’s most renowned
hotels, restaurants and shopping destinations. The I-Ride Trolley
conveniently picks up guests directly in front of the Renaissance
Orlando Hotel at SeaWorld.
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General Information
Wardrobe
Attendees should dress in business attire for all Conference
sessions (which includes modest blouses, suits, slacks, ties and
dresses –– jeans and shorts are not acceptable). The “Dreams
Do Come True” Awards Dinner is business formal.
Those attending the opening-night celebration Carnaval should
wear dressy attire (which includes skirts, dresses and button-down
shirts and slacks). As it is a Brazilian masquerade, festive masks
will be provided in all attendees’ bags.
Please keep in mind that central Florida weather may be
unpredictable though temperatures during this time are typically around 75 degrees. Rain is quite common.
Etiquette
National Conference is a professional event. Attendees are
expected to represent themselves, their schools and the Society
in a professional manner. This includes dressing appropriately
for events.
Chapter Roll Call
Represent your school’s Chapter at the Saturday morning Chapter
roll call. As the PRSSA National President announces your
Chapter, have a cheer, chant or song prepared that lets everyone
know you have arrived. Be creative and have fun with it! Please
remember to dress in business attire, as this event is held in
conjunction with the keynote address.
Information Station
Meet up with Orlando experts at the hospitality table near
registration to get the lowdown on where to go and what to
see. Volunteers can advise you on restaurants, nightlife and
local attractions throughout the city.
Safety
• Store photocopies of important documents – including your
passport, credit cards and tickets – in the hotel safe.
• Carry only the cash you need in small denominations and
never discuss in public your plans or the amount of money
you are carrying.
• Never leave money, checks, credit cards, jewelry, other
valuables, extra room keys or car keys in the room. Take
valuables with you or leave them in the hotel safe.
• Stay alert to what’s going on around you. Be mindful of your
valuables (purses, wallets, phones, etc.).
• Establish a “buddy” system with another Conference attendee.
Share schedules and check on each other periodically.
Contact the Conference Committee
Email: prssa2011nc@gmail.com
Twitter: @PRSSANC
Facebook: “PRSSA 2011 National Conference” group
For more information, please visit www.prssa.org/event/conference.
Connect with PRSSA National Conference attendees
using the #PRSSANC and #PRSSA hashtags.
Photography Notice
Please be aware that by participating in PRSSA’s public forum,
“The PRSSA 2011 National Conference,” you are automatically
authorizing the Public Relations Society of America (hereafter
“PRSA”) and the Public Relations Student Society of America
(hereafter “PRSSA”) and its employees, agents and assigns to
use your name, photograph, voice, or other likeness for purposes
related to the mission of PRSA and PRSSA, including but not
limited to publicity, marketing, websites, other electronic forms
or media, and promotion of PRSA, PRSSA and its various programs.
Save the Date
PRSSA 2012 National Assembly
March 15–18, 2012
Charlotte Marriott City Center
Charlotte, N.C.
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Conference Schedule at a Glance
“Our sincere appreciation and
gratitude to the PRSSA Alpha
Chapter at the University of
Florida College of Journalism and
Communications and their PRSSA
Faculty Adviser, Deanna K.W.
Pelfrey, APR, Fellow PRSA, for
their dedication and service in
creating a spectacular National
Conference and making this a
wonderful reality. Your teamwork
has made the dream work.”
PRSSA 2011–2012 National Committee
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Conference Schedule
at a Glance
Friday, October 14
10 a.m.–7 p.m.
11 a.m.–12:30 p.m.
3 p.m.–4 p.m.
4:15 p.m.–5:15 p.m.
5:30 p.m.–6:45 p.m.
6:15 p.m.–7:30 p.m.
8 p.m.–11 p.m.
Registration and Hospitality
Special Session: Emotional Intelligence and Public Relations
Chapter Development Session 1
Chapter Development Session 2
Chapter Presidents’ Leadership Workshop
PRSSA Adviser Session
Carnaval Brazilian Masquerade —
Opening Night Celebration
Saturday, October 15
8 a.m.–2 p.m.
8 a.m.–9 a.m.
9 a.m.–11:30 a.m.
12 p.m.–1:15 p.m.
1:30 p.m.–2:30 p.m.
2:45 p.m.–3:45 p.m.
4 p.m.–5 p.m.
5:15 p.m.–6:15 p.m.
5:15 p.m.–6:45 p.m.
6:30 p.m.–8 p.m.
Registration and Hospitality
Continental Breakfast
Welcome, Awards, Keynote Address with Craig Dezern and Chapter Roll Call
Chapter Presidents’ Lunch
Professional Development Session 1
Professional Development Session 2
Professional Development Session 3
Officer Discussions
Media Training*
PRSA Diversity Mixer
Sunday, October 16
9 a.m.–12 p.m.
9 a.m.–10:30 a.m.
11 a.m.–12 p.m.
1 p.m.–2:30 p.m.
3:30 p.m.–4:30 p.m.
4:45 p.m.–6 p.m.
Registration and Hospitality
Keynote Address with Rick Leventhal
Professional Development Session 4
PRSA General Session With Soledad O’Brien and Peter Diamandis
Professional Development Session 5
Speed Networking*
Monday, October 17
7 a.m.–12 p.m.
7:30 a.m.–8 a.m.
8 a.m.–9:15 a.m.
10:30 a.m.–12 p.m.
12:30 p.m.–2 p.m.
2:30 p.m.–3:30 p.m.
6 p.m.–8:30 p.m.
Registration and Hospitality
Coffee Break With PRSA
PRSA General Session With Joe Rohde
Career Development Exhibition (Schools A–L)
Career Development Exhibition (Schools M–Z)
Professional Development Session 6
“Dreams Do Come True” Awards Dinner
7:45 a.m.–9:15 a.m.
9:45 a.m.–11 a.m.
Farewell Breakfast and Goodbyes
PRSA General Session With Chris Brogan
Tuesday, October 18
* Pre-registration was required.
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Conference Schedule
Friday, October 14
10 a.m.–7 p.m.
Crystal Registration Desk
Registration and Hospitality
11 a.m.–12:30 p.m.
Crystal A/B
Emotional Intelligence and Public Relations
Timothy Howard, Assistant Professor, California State University,
Sacramento
Interested in attending
Saturday’s résumé critique
session? Drop off your
business card at the
hospitality desk (next to
registration) by 7 p.m. on
Friday. Fifty names will be
chosen at random (during
the Carnaval Brazilian
Masquerade) to participate
in the résumé
critique session.
As up-and-coming public relations professionals, our number
one commandment is to know thy audience. While acquiring
a demographic and geographic profile of your public is
standard practice, it is more critical to stay in tune with their
emotional climate. Delve deeper into the concept of emotional
intelligence and what it means to know your audience on a
more meaningful level.
3 p.m.–4 p.m.
Chapter Development Session 1
Hear fresh ideas and build upon your PRSSA Chapter’s
success in these sessions staged by other student Chapters
that have developed strong programs. This will provide a
great opportunity to share successful practices and learn
about strategic membership recruitment tactics, professional
development initiatives and ways to improve your Chapter’s
relationships with local professionals.
Crystal C
University of Northern Iowa, “Programming Your Way To Be
the Best Chapter in the Sea,” with University of Wisconsin
– Oshkosh, “How Your Small Chapter Can Dominate National
Competitions.”
Crystal D
University of Nebraska at Omaha, “Once Upon a Time ––
Tell Your PRSSA Story,” with Kent State University, “Cash
In On Communication: Reaching Your Fundraising Goal.”
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Saturday, October 15
4:15 p.m.–5:15 p.m.
Chapter Development Session 2
Crystal C
Grand Valley State University, “Seeing the World, One
Agency Visit at a Time,” with DePaul University, “DePaul
PRSSA’s Favorite Things.”
Crystal D
Elon University, “Dialogue Across the Divide,” with University
of Delaware, “Changing Perceptions: How To Rebrand Your
Chapter.”
5:30 p.m.–6:45 p.m.
Crystal A/B
Chapter Presidents’ Leadership Workshop
Mary T. Henige, APR, Director, Social Media & Digital
Communications, General Motors Company
Leaders regularly work with peers of diverse personalities and
skill sets, and successful businessmen and women can
overcome challenges these may present. Join one of the field’s
top professionals as she speaks about skills and traits that
have made her successful in leadership and team environments.
Sponsored by
8 a.m.–2 p.m.
Crystal Registration Desk
Registration and Hospitality
8 a.m.–9 a.m.
Atrium C/D
Continental Breakfast
Start your day off right with a continental breakfast. Arrive
early to avoid long lines!
9 a.m.–11:30 a.m.
Crystal C/D/E
Welcome, Awards, Keynote Address
and Chapter Roll Call
Craig Dezern, Vice President of Global Public Relations, Disney
Destinations
Gain an authentic look into the practice of public relations
from one of this year’s keynote speakers, Craig Dezern, vice
president of global public relations for Disney Destinations.
Dezern will share stories, insight and advice on what it takes
to make it to the top of a highly competitive industry. Based
in Celebration, Fla., Dezern directs the consumer public
relations work across the globe for the Walt Disney Parks
and Resorts segment, a $10 billion family vacation business.
He has worked for Disney since 1996, setting the strategic
direction for teams around the world.
6:15 p.m.–7:30 p.m.
Crystal D
PRSSA Adviser Session
12 p.m. –1:15 p.m.
Attention all PRSSA Faculty and Professional Advisers:
Learn how to help your students (and you) get the most
out of their experience in PRSSA from Faculty and Professional
Advisers who have been there and done that! Through an
interactive, rotating round table format, you’ll get great
tips and suggestions you and your Chapter can immediately
implement following the Conference. The 2012 Bateman
Case Study Competition will also be discussed.
Chapter Presidents’ Lunch
8 p.m.–11 p.m.
1:30 p.m.–2:30 p.m.
Oceans Ballroom 1-4
Carnaval Brazilian Masquerade —
Opening Night Celebration
Network with your peers in style on the opening night of the
Conference. Come ready to have fun and meet some new
friends at this Carnaval-themed celebration, where you willl
get a taste of Brazil. Be sure to bring the mask included in
your Conference bag!
Sponsored by
Discovery Ballroom
As a “thank you” for their continuous dedication to PRSSA,
Chapter Presidents are invited to a lunch.
Sponsored by
Crystal C
Breaking Into the Business of Sports
John Ingoldsby, President, IIR Sports & Entertainment
Gabriel Gabor, International Communications Consultant, Major
League Soccer / Soccer United Marketing
Dave Rashford, Director, Communications and On-Air Promo
Mark Sadowski, Public Relations Director, Walt Disney Parks and
Resorts
Learn the secrets to entering the sports industry (then staying
successful once you are in) from prominent industry executives.
Find out how to maximize your visibility on a local and
national level across the sports industry.
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Crystal A/B
Crystal D
The Case for Diversity in PR
Government Relations / Public Affairs:
An Era of Change
Laarni Rosca Dacanay, Diversity Communications Specialist,
NBCUniversal Corporate
James Wright, Talent Acquisition Pipeline Manager,
NBCUniversal Corporate
How does the strategic practice of diversity allow companies
to gain a competitive edge in today’s marketplace? Explore
the business case for diversity in the profession and the organizations we serve.
Crystal D
Building Trust and Inspiring Passion:
Keys to Success in Both the For-Profit
and Non-Profit World
Joe Hice, APR, CPRC, Vice President, Public Relations and Marketing,
Moffitt Cancer Center and Research Institute
Les Landes, APR, President, Landes & Associates
Exceptional public relations goes beyond the tools and
techniques that make up the standard practices of the profession. It requires a keen understanding of what it takes
to make a heightened emotional connection with multiple
stakeholders and evoke extraordinary effort on behalf of
the organization. Learn how to reach and engage people
at a level that will attract committed advocates for your
cause or your business. Also, discover how to use those
principles to make an effective connection when your
cause is finding that first job in the profession.
Crystal E
Crisis Communications:
Confronting Reality With Strategy
Richard S. Levick, Esq., President and CEO, Levick Strategic
Communications
Natural disasters, unethical practices and uncontrollable
externalities happen. Communication professionals are there
to clean up the mess. Learn secrets of how to respond when
things take a turn for the worse.
Robert I. Cusick, Former Director of Government Ethics, The White
House
To cut it in the world of government relations, smart communication is key. Political campaigns, government relations and public affairs require a keen eye for target publics
and creative strategy to sway their opinion or votes. In this
session, an expert will explore the importance of crafting key
messages and the emergence of social media in politics.
Crystal C
Integrated Communication: How 1 + 1 = 3
Debbie Iannaci, Director of Public Relations, Amadeus IT Group
Phil Schwartz, Chief Marketing Officer, Intelity
In the practice of marketing, public relations strategy is more
important than ever. With the rise in social media and the
decline in most advertising budgets, public relations has new
and greater stature in the marketing mix. This session explores how public relations has greater responsibility in a
troubled economy to provide a consistent identity for brands
even as advertising and other disciplines have waned.
4 p.m.–5 p.m.
Crystal A/B
Fashion: Know How to Work It
Margaux Caniato, Principal / Chief Innovation Officer, VP+C
Those who enter the fashion industry may face a flooded
market. Only the best survive the crowd — it takes determination and that special something. Take a behind-thescenes look into the inner workings of this world.
Crystal C
Social Media: Think Before You Tweet
2:45 p.m.–3:45 p.m.
Crystal E
Public Interest Communications:
Be the Change You Want to See in the World
Ann Christiano, Frank and Betsy Karel Endowed Chair in Public
Interest Communications, University of Florida
Erin B. Hart, Senior Vice President, Fenton Communications
Want to stand up for the common good of society? Hear from
professionals who raise awareness and mobilize positive
change in their careers through strategic communication.
Learn how to advocate for causes such as health, the
environment, public policy, education and more.
Crystal A/B
Sports: Scoring with the Fans
Joel Glass, Vice President of Communications, Orlando Magic
Darrell Fry, Sports Media Director, Disney Destinations Marketing
What does it take to knock the ball out of the park in sports
public relations? Top professionals in the world of sports discuss the demanding 24/7 media atmosphere and crisis communications that athletes and programs face.
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Geno Church, Word-of-Mouth Inspiration Officer, Brains on Fire
Tom Smith, Social Media Director, Disney Parks
They’re the new buzzwords: “social media” or “emerging
media.” We’re all on it, but not all of us are on top of it. Learn
how to develop a strategic approach and achieve results for
your company or client.
Crystal D
International Communications:
So Little Time, So Many Languages
Rick Bubenhofer, Vice President, Director of Public Relations, BrownForman
In a globalized world, many things get lost in translation.
Global corporations and public relations firms have much at
stake and can’t afford to overlook communication barriers.
A professional with experience in international communication addresses the diversity of media, audiences, press and
cultures that contribute to the complexities of global strategic
planning and relationship building.
Sunday, October 16
Discovery Ballroom
Résumé Critique Session
Learn the power of a solid résumé and what it takes to jump
out of a pile of applications. Those who attend will have the
opportunity to have their résumé critiqued by seasoned public
relations professionals. Students should come prepared with
the most polished and up-to-date copies of their résumé so
strategic suggestions can be provided for overall improvement.
Limited capacity for this session.
5:15 p.m.–6:15 p.m.
9 a.m.–12 p.m.
Crystal Registration Desk
Registration and Hospitality
9 a.m.–10:30 a.m.
Crystal C/D/E
Keynote Address
Officer Discussions
Rick Leventhal, Senior Correspondent, Fox News
All Conference attendees are invited to participate in the
officer discussions, where you can discuss the challenges
and opportunities you’ve faced with those who hold similar
positions at their Chapters. These discussions are also a
great way to learn more about the responsibilities of being
on the e-board if you’re considering running for office.
• Publications and Student-Run Firms Crystal A/B
• PR Liaisons, Webmasters and Historians Crystal A/B
• Secretaries and Treasurers Crystal E
• Presidents and Vice Presidents Crystal C
Learn how to work with the media to manage public perceptions from one of broadcast media’s leading journalists,
Rick Leventhal, senior correspondent with Fox News. Leventhal will share stories of his experience reporting on major
events of our time, including traveling the globe to report on
war and international crises. From the BP oil spill to hurricanes and other natural disasters, Leventhal’s 24 years of
reporting offers him a unique perspective on domestic and
international turmoil.
5:15 p.m.–6:45 p.m.
Crystal D
11 a.m.–12 p.m.
Crystal D
Regional Conference Workshop
Media Training
Haley Higgs, PRSSA National Vice President of Regional Conferences
Joseph V. Trahan III, Ph.D., APR, Fellow PRSA, Media Trainer,
Trahan and Associates
Hosting a PRSSA Regional Conference is a great way for you to
expand your professional portfolio, gain event planning experience
and create networking opportunities for your Chapter. At this
workshop, you will learn about the responsibilities and benefits
that come from hosting a Regional Conference. Past coordinators
from across the country will discuss their triumphs and struggles
before, during and after their events. The coordinators of all
Regional Conferences selected for spring 2012 are strongly
encouraged to attend.
It is your job as a media relations professional to interpret
what the media wants and translate that to your client or
company. Preparing a CEO or company spokesperson for
the curve balls of the media can be intimidating. Trahan, a
veteran media trainer, will share his best tips for helping
your spokesperson stay on message and be prepared for
any surprising questions.
Please have your name badge and event ticket (from
your registration packet) for admission.
6 p.m.-11 p.m.
Crystal E
Downtown Disney Evening:
“Finding Magic in the City”
Don’t miss the opportunity to experience the best attractions
and restaurants Orlando has to offer. This event will be on
your own; however, PRSSA will provide nearby options and
venues for consideration.
Shuttles have limited capacity. Other means of transportation may be necessary. See Shuttle Information on
page 4.
6:30 p.m.-8 p.m.
JW Marriott Orlando Grande Lakes, Palazzo Salon D
PRSA Diversity Mixer
At this optional event, connect with PRSA and PRSSA
Conference attendees and expand your professional network
at the Diversity Mixer, hosted by the PRSA Diversity Committee
and a number of public relations and communications
organizations.
If you are 21 or over and plan to consume alcoholic beverages from the event’s cash bar, don’t forget to bring
a valid ID (driver’s license, passport or ID card).
Crystal E
Student-Run Firm Workshop
Jessica Noonan, PRSSA National Vice President of
Professional Development
If your Chapter currently has or is interested in starting a
student-run firm, come to this session to learn more about
PRSSA resources that will make your firm outstanding. Hear from
current firm directors, meet other student-run firm leaders and
members and connect with those who live close or share similar
challenges as your firm. Having a student-run firm is a great
method of professional development; don’t miss out on this
opportunity to learn and grow as a firm member.
Crystal A/B
Creativity:
Innovative Ideas Generate Receptive Publics
Duncan Wardle, Vice President, Creativity Inc. at Walt Disney Co.
Creativity is the cornerstone of any great strategic communications
plan. It’s embedded in our strategies, tactics and all professional communication. It’s especially crucial in developing
campaigns and identifying new audiences for your client.
Learn how some of the most successful practitioners have
embraced this quality to create unforgettable campaigns and
stand out in the workplace.
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Crystal C
Entertainment: Creating the Limelight
Joanne Freed, Senior Vice President and Director, Entertainment Department, Hunter Public Relations
Gary McCormick, APR, Fellow PRSA, Director of Partnership Development, HGTV at Scripps
Network; PRSA 2011 Immediate Past Chair
The entertainment industry is one that thrives on trends and the “next big thing.”
Learn the exciting opportunities this industry affords public relations professionals,
as well as the tips and tools they use to stay ahead of, or even predict, the trends.
1 p.m.–2:30 p.m.
Coquina Ballroom, JW Marriott Orlando Grande Lakes
PRSA General Session
You are invited to join the more than 1,500 professionals who attend the PRSA
International Conference for a keynote session. PRSSA provides round-trip shuttle service to the JW Marriott Orlando Grande Lakes. See page 4 for shuttle
times and pick-up location.
Soledad O’Brien, Special Investigations Correspondent, CNN; Host, “In America,” CNN
Soledad O’Brien is an anchor and special correspondent for CNN/U.S. Since joining the network in 2003, O’Brien has reported breaking news from around
the globe and has produced award-winning, record-breaking and critically
acclaimed documentaries on the most important stories facing the world today.
She also covers political news as part of CNN’s “Best Political Team on Television.”
Peter Diamandis, Chairman and CEO, X PRIZE Foundation
Considered a key figure and international leader in the development of the
personal spaceflight industry, Peter H. Diamandis has founded and operated a number of space-related businesses and organizations. He is chairman and CEO of the
X PRIZE Foundation, an educational nonprofit prize institute with a mission to bring
about radical breakthroughs for the benefit of humanity. The X PRIZE is currently
developing awards in the genomics, automotive, education, medicine, energy and
social arenas.
3:30 p.m.–4:30 p.m.
Crystal D
Health Care: Perceptions in Flux
Anthony D’Angelo, APR, Fellow PRSA, Senior Manager, Communications, ITT
Corporation
Kathleen Lewton, APR, Fellow PRSA, MHA, MSJ, Principal, Lewton, Seekins &
Trester
Steve Seekins, APR, Fellow PRSA, Principal, Lewton, Seekins & Trester
With the introduction of public health care, practitioners are facing never-beforeseen challenges. Learn how recent government intervention in public health care
has changed the goals of practitioners, and how they’re handling the transition.
Crystal E
Meet the Living Legends of Public Relations
Del Galloway, APR, Fellow PRSA, Vice President of Public Relations, United Way
Worldwide
John Paluszek, APR, Fellow PRSA, Senior Counsel, Ketchum
Judith Phair, APR, Fellow PRSA, President, PhairAdvantage Communications
Cheryl Procter-Rogers, APR, Fellow PRSA, Senior Consultant, A Step Ahead Public
Relations
Moderator: Karla Gower, Professor, University of Alabama
From the agency, corporate and nonprofit world, four legendary leaders answer
your questions about challenges to future professionals.
Sponsored by
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Crystal C
Storytelling: Let the Audience Do the Acting
Roy Peter Clark, Vice President and Senior Scholar, Poynter Institute
Public relations practitioners are educated to identify and share messages that will resonate with audiences; however, some of the most effective tactics are those least used.
Learn how storytelling embraces the who, what, when, where, why and how, and how
these can affect message reception.
Crystal A/B
Corporate vs. Agency: Finding Your Place
Kathy Barbour, APR, Communications Manager, Mayo Clinic
Mickey G. Nall, APR, Fellow PRSA, Managing Director, Ogilvy Public Relations Worldwide
Lifestyle, salary and professional experience are all factors students question when deciding between corporate and agency life. Balance the wisdom in a discussion on the
pros and cons of both worlds, as well as how to build your résumé for a career in either.
4:45 p.m.–6 p.m.
Coral Ballroom
Speed Networking
At this session, you will be able to learn and practice essential networking skills
with professionals from varied backgrounds.
Please have your name badge and event ticket (from your registration packet) for
admission.
Monday, October 17
7 a.m.–12 p.m
Crystal Registration Desk
Registration and Hospitality
7:30 a.m.–8 a.m.
Mediterranean Ballroom (Exhibit Hall), JW Marriott Orlando Grande Lakes
Coffee Break With PRSA
PRSSA provides round-trip shuttle service to the JW Marriott Orlando Grande
Lakes. See page 4 for shuttle times and pick-up locations. Start your day with coffee and networking among the professionals at the PRSA International Conference.
Sponsored by
8 a.m.–9:15 a.m.
Coquina Ballroom, JW Marriott Orlando Grande Lakes
PRSA General Session
You are invited to join the more than 1,500 professionals who attend the PRSA International Conference for a keynote session. PRSSA provides roundtrip shuttle service to the
JW Mariott Orlando Grande Lakes. See page 4 for shuttle times and pick-up location.
Joe Rohde, Senior Vice President and Creative Executive, Walt Disney Imagineering
Joe Rohde is a 30-year veteran of the The Walt Disney Company, where he began his
career as a model designer on Epcot, and continued with projects for Disneyland Park in
Anaheim, Calif.; Walt Disney World Resort in Orlando, Fla.; and Disneyland Paris. He led
the team that conceptualized, designed and built Disney’s Animal Kingdom at the Walt
Disney World Resort. He also is currently responsible for the creative design and content
of Aulani, A Disney Resort and Spa, at Ko Olina, Oahu, Hawaii, which opened in August 2011.
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10:30 a.m.–12 p.m.
Crystal A/B
Oceans Ballroom 9-12
From What To Say to What To Do:
The Mandate for Public Relations
in the Age of Complexity
Career Development Exhibition (Schools A–L)
Looking for your dream job? Join corporations, agencies and
educational institutions from around the nation to learn how
to be the ideal candidate. Chat, share your résumé and make
your dreams become a reality. Attendees from schools that
begin with the letter A–L should attend this session.
Alan Vandermolen, President and CEO, Global Practices and
Diversified Insights Businesses, Edelman
In today’s ever-changing business environment, the role of
public relations is essential. This session will provide insights
regarding how public relations can keep any corporation
ahead of the curve.
12:30 p.m.– 2 p.m.
Oceans Ballroom 9-12
Career Development Exhibition (Schools M–Z)
Looking for your dream job? Join corporations, agencies and
educational institutions from around the nation to learn how
to be the ideal candidate. Chat, share your résumé and make
your dreams become a reality. Attendees from schools that
begin with the letter M–Z should attend this session.
6 p.m.–8:30 p.m.
Crystal Ballroom
“Dreams Do Come True” Awards Dinner
“If you can dream it, you can do it,” said Walt Disney. At this
annual event, honor the recipients of PRSSA 2011 scholarships and awards, as well as the outstanding Chapters and
Advisers who dreamt and achieved national success.
2:30 p.m.–3:30 p.m.
Crystal C
Internships and New Professionals:
Seeking Opportunities
Brandi Boatner, External Relations Professional, IBM; PRSSA
2008-2009 National President
J. Alex Glover, International Marketing Intern, Royal Caribbean
Nick Lucido, Account Executive, Edelman Digital, Chicago; PRSSA
2011-2012 Immediate Past President
Ana Sidoran, Social Media Content Developer, Visit Orlando®
Erika Zayas, Assistant Account Executive, Marina Maher Communications
What makes a good internship? A big-city firm or a small-town
not-for-profit? Paid or unpaid? In this session, young
professionals with varied internship experiences give
real-world advice about what kind of work environment
provided them with the best foundation for their careers.
Tuesday, October 18
7:45 a.m.–9:15 a.m.
Crystal Ballroom
Farewell Breakfast and Goodbyes
Wrap up your Orlando experience at the farewell breakfast
with your new contacts. Hear from the National and Conference Committees and get a sneak peak at the PRSSA 2012
National Conference.
Crystal E
Travel and Tourism:
Making the World Your Backyard
John Deveney, APR, Fellow PRSA, President, Deveney Communication
Iliana Rodriguez, Director of Public Relations and Communications
for Experiencias Xcaret, Cancun
In an economic downturn, some view travel as a luxury. This
perspective presents a huge challenge to the tourism industry.
Experts in the travel and tourism industry address communication
strategies in the midst of economic downturn and crises.
Crystal D
Sustainability:
Leave an Enduring Communications Footprint
Tyson Pruitt, Corporate Communications Lead, Monsanto Company
Becky Vollmer, Senior Vice President & Co-Chair, Global Sustainability Practice, Fleishman-Hillard
Sustainable communications is more than just corporate social responsibility. It’s about creating strategic communications and building trust between businesses and their
consumers. Hear from two seasoned professionals how sustainable communications can impact relationships with your
target audience and build stronger brand loyalty.
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9:45 a.m.–11 a.m.
Coquina Ballroom, JW Marriott Orlando Grande Lakes
PRSA General Session
You are invited to join the more than 1,500 professionals who
attend the PRSA International Conference for a keynote session. PRSSA provides round-trip shuttle service to the JW
Marriott Orlando Grande Lakes. See page 4 for shuttle times
and pick-up location.
Chris Brogan, President, Human Business Works; Co-Founder,
PodCamp; Blogger, ChrisBrogan.com; The New York Times and The
Wall Street Journal Best-Selling Author; Monthly Columnist,
Entrepreneur
With more than a decade of experience working with online
communities, social media and related technologies, Chris
Brogan has served as a consultant to Fortune 100 companies,
including PepsiCo, General Motors and Microsoft, showing
them how to best use social software to build organizational
value. Brogan is author of the best-selling books, “Social
Media 101: Tactics and Tips to Develop Your Business Online,”
and “Trust Agents: Using the Web to Build Influence, Improve
Reputation and Earn Trust.”
FIRST FLOOR
FIRST FLOOR
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PRSSA thanks the generous sponsors that make this Conference possible:
Exhibitors
BurrellesLuce
Daniel J Edelman, Inc.
Deveney Communication
Educational Housing Services
Fleishman-Hillard
General Motors
GW’s Graduate School of Political Management,
Strategic Public Relations Graduate Programs
Hunter Public Relations
iMedia Graduate Program, Elon University
Integrated Marketing Communications Graduate Program (IMC),
West Virginia University
Ketchum
Leadership Directories, Inc.
Medill IMC - Northwestern University
New York University School
of Continuing and Professional Studies
Newhouse School, Syracuse University
Porter Novelli
PR and Management Communication,
University of Waikato, New Zealand
PRSA Diversity Committee
PRSA New Professionals Section
Quinnipiac University School of Communications
Reunion© Resort and Club, Orlando
Taylor (taylorstrategy.com)
The Fund for American Studies
The Nielsen Company
The Plank Center for Leadership in Public Relations
Trahan & Associates
University of Florida, College of Journalism
and Communications Graduate Programs
Willamette University MBA
Ypartnership
Public Relations Student Society of America
33 Maiden Lane, 11th Floor
New York, NY 10038-5150
www.prssa.org