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PRSSA 2018 National Conference | Austin, Texas | October 5–9
Winning the RacePolitics has always been a game heavily influenced by public relations. Now, the game is changing. From speech writing to campaign management, learn what it takes to stay competitiveand keep your candidates winning in today’s political climate.
Staying Competitive With Emerging TrendsIn today’s communications evolution, a sensible public relations practitioner needs to know how to help the client and create value with the use of innovation and emerging trends. In thissession, learn how to build strong leadership, identify marketing opportunities and develop content that takes advantage of rising trends in social media, business and technology.
PR Wears PradaFashion trends change so quickly that one day you’re in and the next, you’re obsolete. In this session, take an in-depth look into the public relations strategies surrounding fashion andengage in the groundbreaking conversation surrounding the rise of e-commerce.
Social Media: How It Has Shaped the World of PRWe are living in the age of social media and seeing our lives adapt to it every day. That wasn’t always the case. In this session, see how far public relations has come, and learn about howto maximize social media for the benefit of your client.
Life Lessons You Never Learned in CollegeNavigating the landscape of an ever-changing workforce can be intimidating for a new professional. Learn how to lay the groundwork for your future by navigating the transition from collegeto career in a more informed and rewarding way.
Not for PRofitHear from a successful professional on how to manage public relations on a nonprofit budget. Discuss the trials and triumphs that come with it, and find out how you can hone your skills tobetter serve the cause you choose by giving a voice to your organization.
Navigating Media ManagementYou may have heard that there is no such thing as bad publicity. However, with the 24-hour news cycle, managing an image in the media has become a tricky endeavor, with a high potentialfor success. Learn how to craft a successful press release and stay ahead of the curve.
Strategic Event PlanningThe best way to accomplish anything is to do so strategically. This especially rings true when navigating event planning. Every event is different — as is every lead time, budget and targetmarket. Learn some tactics that can help guide you as you create the perfect event and marketing calendar.
PR Gets FestiveManaging the logistics of everything from wrangling top-notch performers to making a covenant with local politicians is enough to leave even the most seasoned planners overwhelmed.Hear from an expert about how to manage all the details of an internationally recognized entertainment festival from a public relations perspective.
Come Fly With MeIn a day when the customer is king, there are some strategies you can use to make sure your brand is everything your target consumer needs and more. Hear from an expert on how tosatisfy your clients’ customer service needs while also promoting a top-notch service.
Emotional Intelligence in Digital StorytellingCovering stories with sensitive subject matter is not always an easy endeavor. Learn about the tactics and styles you can utilize to stay on message while respecting the individuals involved,and keeping your audience interested.
Code for CommunicationIn a world that is almost entirely digital, learn the importance of coding as communicators. Learning this technological art may be the best way to expand your business or organization, andit also may be the piece you never knew you were missing.
Roll With Your ReputationRun with these tips from an expert on how to manage an award-winning sports team’s internal and external communications.
Design Keeps Things in LineA picture is worth a thousand megapixels. Learn from our two panelists on the ideation and creation of audience-driven social media marketing digital content.
InterVIEW Your Strengths and WeaknessesGetting a job immediately after graduation is a challenge many millennials are facing. Learn strategic tips on how to best prepare yourself for that interview.
Conference Sessions
Registration Costs
Full Registration
All events, Oct. 5–9
Members and affiliates $335
Nonmembers $370
Day Registration
Can’t attend the full Conference?
Register for a single day’s sessions
and events.
Members and Affiliates $200
Nonmembers $210
Registration Deadline: Friday, Sept. 7
Welcome to Austin
The city of Austin is an example of the rich growth and opportunity that can be found in the state of Texas.
The city was founded in the 1830s when the first settlers arrived in a small area of the Colorado River. The
settlers named their new settlement Waterloo. After becoming a part of the Independent Republic of Texas,
the city of Waterloo was renamed Austin in honor of Stephen F. Austin — a man widely regarded as the “Father
of Texas.”
Austin’s reputation as a quirky and forward-thinking city has turned it into a magnet for major corporations
and startup businesses. In fact, Forbes ranked Austin as the No. 1 city for projected annual job growth. Austin
hosts a number of global public relations agencies including Edelman, Weber Shandwick, and
FleishmanHillard. The fast-paced nature of the city also has made it possible for dozens of boutique public
relations firms to grow and flourish.
The warm climate and hundreds of acres of public green space means that the city is a welcoming place for
those who like to get outside to exercise, play and explore. Lady Bird Lake is a great place to go kayaking or
paddleboarding. Bicycle rentals are a great way to explore the parks and the city. Remember to stop by Congress
Avenue Bridge at sunset to see the bats fly out into the night.
Positioned deep in the heart of Texas, Austin serves not only as the state’s capital but also as the cultural capital
of Texas. With the advent of music and arts festivals like Austin City Limits (ACL) and South by Southwest
(SXSW), the arts scene in Austin is thriving. The city has a number of art museums, theaters and music halls.
Art can be found all over the city. Murals and street art decorate the sides of buildings, and pop-up art shows
mean there is always something new to discover. Take a short walk downtown and it is not hard to see why
Austin also is considered the live music capital of the world. Live performers can be found in most bars,
restaurants and parks.
As Austin grows bigger and bigger, residents of the city still hold on to the progressive values and unique culture
that drew them to the city in the first place. Austin’s forward growth projections show no sign of slowing down.
Because of this, the field of public relations is growing in tandem with all of the industries in Austin. The PRSSA
2018 National Conference is an opportunity to experience the city that gives life to so much culture, industry
and advancement.
Conference is an investment in yourself and
your career. The Art of PR will provide
opportunities to learn from and network
with public relations students and professionals
from across the country. Don’t miss the
opportunity to strengthen your career
prospects while visiting the city of Austin.
Discover public relations in a city filled to
the brim with artists, scholars and innovators.
Find out how public relations aligns itself
with Austin’s biggest industries, including
technology, fashion, hospitality, music,
health and entertainment. Discover a
forward-thinking field in the nation’s most
forward-thinking city.
Network with public relations peers and
professionals. With 1,000 attendees and a
large group of professional speakers, the
networking opportunities will be invaluable.
Bring resumes and business cards and
prepare to make connections that will propel
you into the working world.
Learn about the different sections of public
relations from a variety of speakers with a
large range of backgrounds and experiences.
Discuss the future of public relations and
find out where your career might take you.
Find out what skills you need to be considered
a futurist of public relations.
Program Highlights
Located in the middle of downtown
Austin, this year’s Conference will
be hosted at The Hilton Austin.
The hotel provides guests with
amenities such as a spa, a fitness
center, a business center and a
rooftop pool with a breathtaking
view of the Austin skyline. You also
will find a cocktail bar and lounge,
a Starbucks and a Tex-Mex
restaurant, all inside the hotel.
The Hilton Austin
500 E 4th Street
Austin, TX 78701
(512) 482-8000
The PRSSA block rate is $219
per room, per night (not
including taxes). Visit
prssa.prsa.org/events/Conference
to reserve your room. The deadline
to book a room is
Friday, Sept. 7, but don’t wait,
rooms will fill up fast.
Hotel InformationFor starters, you can expect to learn invaluable lessons about public relations
and about entering the real world. You will learn tips of the trade from the people
who know the field best. Our talented guest speakers will discuss everything from
fashion to non-profit. Career tours will give you a sneak peek at what your future
might look like. The Résumé Critique session will give you an edge when you apply
for jobs and internships. The countless networking opportunities will ensure that you
have connections for years to come.
Also, get ready to experience the city of Austin — a spunky little city with
a Texas-sized personality. The city is known for its eccentricity, delicious food and
live-music scene. In fact, Austin is so well known for its live-music scene it has
become home to major music festivals like the Austin City Limits festival (ACL). It just
so happens that ACL will be occurring the same weekend as Conference, so expect
the city to be more crowded than usual. ACL tends to attract visitors from around the
world and hotels are often booked a year in advance, so it is important that you make
your hotel reservations on the Conference webpage as soon as possible. Don’t let
this scare you, Austin is really fun during festival seasons. Sometimes, you can even
rent a boat and listen to the concerts from the river.
Now that you know what to expect while you are at Conference, here is what
you can expect to take away: a newly invigorated passion for public relations.
Spending a weekend surrounded by people who all love the field they practice with
have a positive and lasting effect on your career. The friends, connections and
memories you will make at Conference are irreplaceable and will have an impact on
your future as a public relations professional. It’s time to get inspired, get registered
and get ready to experience Art of PR.
What to Expect at the PRSSA 2018 National Conference
You’ve probably heard that the National Conference is anamazing opportunity to network and mingle with peers andpublic relations professionals—and it is. But what elseshould you expect from Conference?
Meet the Conference Committee
Let’s Connect
Elissa Butler, Programs Director; Alejandro R. Garcia, Conference Director; Cortney Pickett, Hospitality Director; Kathleen Stone, Communications Director;
Rosa G. Ambriz, Programs Director; Tyler Gonzalez, Logistics Director
Twitter: @prssanc
Facebook: PRSSA National Conference
Email: prssanc@gmail.com
Website: prssa.prsa.org/events/Conference
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