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Healthcare, climate change, legislative issues, international development, war and conflict, economic turmoil – public affairs advocates are front and center on behalf of some of the most urgent issues of our time. simultaneously, the public affairs profession and communicators

tasked with issues management must stay on top of the constantly changing government transparency rules and corporate accountability.

On the media side, there are new political blogs, new political media, ever more social media and greater demands on public affairs. Pr news has its finger on the pulse of these changes and demands. How should we, as public affairs professionals, evolve and stay current?

Pr news announces the first annual “future of public affairs” conference. the Pr news Public Affairs Conference, co-presented with Mike smith Public Affairs, will feature concrete tools and strategies led by some of the best minds in the business. Join us May 25 at the national Press Club in Wash-ington, d.C., for a day of information-packed and interactive panels with other corporate, government and association PA professionals to discover and share the latest innovations, tactics and forward-thinking ideas public affairs.

What We’ll Cover:

Exclusive Bonuses for Attending:

Who Should Attend?

About PR News

now in its 66th year, Pr news is the knowledge resource for professional communicators building the bridge between public relations and the business bottom line. the Pr news family of products includes Awards Programs, Webinars, Conferences and Guidebooks. For more information visit prnewsonline.com.

✔ Must-Have Checklists for PA practitioners.✔ Access to influential Capitol Hill leaders – U.s. representatives

and members of the Obama administration.✔ new relationships with top-tier Washington political reporters

and columnists (including Politico and the Hill).✔ networking with hot public affairs shops that are making

“investment hires” for 2010.

✔ Conference attendee contact information for future networking.

✔ survey results from Pr news and MsPA on the top 2010 trends in Washington and the potential impact of midterm elections.

✔ Unlimited and exclusive access to all conference presentations online.

✔ Workbook

✔ Launching Goal-Oriented social Media strategies

✔ Leveraging Cause-related Marketing in a recession - best Practices

✔ Harnessing Citizen Advocates - Grassroots Campaigns

✔ tapping Into new PA Opportunities with the Obama Administration

✔ reporters talk back - How to Get Positive Media Coverage

✔ How to Win a Federal Contract in 2011

✔ Preparing for the Unexpected - Crisis Communications in 2010

✔ Public Affairs✔ Issues Management✔ Citizen/Grassroots Advocacy✔ social Media✔ Media relations✔ Corporate Public relations✔ Government relations

✔ digital and social Media ✔ Lobbying✔ Agency Public relations✔ Corporate social responsibility✔ Cause related Marketing✔ Military

✔ Government✔ nonprofit✔ Philanthropy✔ Crisis Communications✔ Pr Agency business development✔ Integrated Communications

If you spend more than a quarter of your time in any of these areas, you should attend this PR News Public Affairs Conference:

MedIA PArtners:

sPOnsOred by:

Register at: www.prnewsonline.com/publicaffairs

sPOnsOred by:

8:00 - 8:35 a.m. Registration and Networking Breakfast

8:35 - 8:45 a.m. Breakfast KeynoteFeaturing:Gary Shapiro, President & CeOConsumer electronics Association (CeA) and Consumer electronics show

8:45 - 9:45 a.m.Using Social Media to Manage Reputation and Public Issuessocial media specialists and managers from leading corporations, public affairs firms and associations will come together to discuss how to thoughtfully utilize social media tools. the panel will answer the following issues for public affairs professionals:

✔ How can social media tools help address the public affairs industry’s unique goals and diverse audiences?

✔ What tools are most effective for a public affairs campaign? How should a public affairs team decide which tools to utilize?

✔ How should a public affairs professional introduce social media to their organization?

✔ How is measurement different for the public affairs industry than public relations or corporate communications?

Speakers:Bill Dalbec, senior VP, APCORachel Caggiano, sVP, 360° digital Influence, OgilvyJim Issokson, VP for Corporate Communications, MasterCardGeoff Livingston, Chief social Media evangelist, ZoeticaMarc Monseau, director, Corporate Media relations, Johnson & Johnson

9:45 - 10:45 a.m.Leveraging Cause-Related Marketing in a Recession – Best PracticesPanelists from this session will provide case studies from the best cause-related marketing campaigns in the country with an emphasis on post-recession success stories for associations. they will illustrate that not only is it possible to “do well by doing good” in a recession, but that it is one of the best ways to respond to a down economy. Panelists will address the goals of their marketing efforts.

Speakers:Mary Boyle, VP, Common CauseShondra Jenkins, Community relations. sodexho, stop Hunger Campaign

10:45 - 11:00 amNETWORKING BREAK

11:00a.m. - 12:00 p.m.Harnessing Citizen Advocates - Grassroots CampaignsLeading campaign strategists from both sides of the aisle will share their best practices to inspire active public support and loyalty using social media. these leaders will share which strategies succeeded in the presidential election, what social media strategies are expected for the midterm elections and how campaign strategies can translate to agen-cies, corporations, government and associations.

Speakers:Jonathan Collegio, VP, strategic InitiativesMindy Finn, Gov. bob Mcdonnell Campaign strategist (now engage Pr)Thomas Gensemer, Managing director, blue states, (Obama campaign)

12:15 - 1:20 p.m. Lunch Session: “Birds of a Feather” lunch networking by issues areaKeynote Speaker:Eleanor Clift, Contributing editor, newsweek; panelist, “the McLaughlin Group”

1:30 - 2:15 p.m.Tapping Into New PA Opportunities with the Obama AdministrationOne-year analysis by a bipartisan panel of administration representatives, political analysts and other top officials who will suggest new business opportunities for public affairs contracts. you will learn:

✔ Industries to watch in 2010.✔ Where ArrA stimulus dollars have been allocated, and when those

dollars will result in public affairs opportunities.✔ How midterm results will affect different industries and issues.✔ How you can leverage the administration’s 2010 agenda.

Speakers:Peter Cunningham, Assistant secretary of Communications & Outreach, department of educationKatherine Hamilton, Gridwise Foundation, smart grid and dOe Robert Hastings, VP of Communications, northrop Grumman Information systems

2:15 - 2:30 p.m.NETWORKING BREAK

2:30 - 3:15 p.m.Reporters Talk Back – How to Get Coveredsocial media and mainstream press share tips on how to reach reporters and bloggers and get positive coverage for your issues, including:

✔ How effective are press releases – are they outdated?✔ Which stories and issues will dominate the headlines in 2010 and how

to reach the reporters that write about them.✔ the elements of a successful pitch.✔ Comparing and contrasting traditional reporters and bloggers.✔ How to develop a long-lasting relationship with a blogger or reporter.✔ Using social media to pitch reporters – innovative or invasive?

Speakers:Darlene Darcy, reporter and Columnist, Washington business JournalKim Hart, Columnist, the Hill and formerly the Washington PostJim Vandehei, editor in Chief, Politico

3:15 - 4:00 p.m.How to Win a Federal Contract in 2011In an industry where networking is everything, it can be difficult for a public affairs freelancer or small agency to find federal contract work. Our top panelists will provide the map for attendees to identify and pursue federal contracts.

these top professionals from public affairs shops and associations discuss which federal contracts are on the horizon and where to look for contracts in 2011. Panelists will share how to get into the public-private partnerships in the energy industry.

Speakers:Amy Christensen, President, Christensen Global strategiesFrederico Pena, former secretary of energy, spokesperson for public/private partnersThomas Weirich, Public Affairs, American Council on renewable energy

4:00 - 5:00 p.m.Preparing for the Unexpected – Crisis Communications in 2010We all know we should put together a crisis communications strategy, but how should we prepare to expect the unexpected vis-à-vis government? How many crisis plans should we put together? What is the future of crisis communications in the public affairs world? this session will highlight best practices from leading government public affairs professionals.

Speakers:Eric Dezenhall, CeO, dezenhall resources Chris Fillip, executive Vice President, Group director, Health Policy Group, Ogilvy PrEric Gilbertson, Virilion CommunicationsEliot Hoff, senior Vice President, APCOMark Meudt,Vice President, Public relations, General dynamics

5:00 - 5:30 p.m.Networking Reception

Agenda

Go to prnewsonline.com/publicaffairs

Fax the registration form to 301-576-8024

Call 301-354-1610

Mail the registration form to: PR News/Rebecca Stortstrom 4 Choke Cherry Rd. 2nd Floor

Rockville, MD 20850

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Registration Information

www.prnewsonline.com/publicaffairs www.prnewsonline.com/publicaffairs

Register at: www.prnewsonline.com/publicaaffairs Register at: www.prnewsonline.com/publicaaffairs

www.prnewsonline.com/publicaffairs

Venue InformatIon

The National Press Club529 14th Street NW, 13th Floor Washington, DC 20045

Visit prnewsonline.com/publicaffairs for hotels options in the area.

QuestIons?

If you’d like to register by phone or have questions regarding the program, please contact conference coordinator Rebecca Stortstrom at 301-354-1610 or rebecca@accessintel.com.

CanCellatIons

All cancellations are subject to a $300 service fee (per attendee). Before May 2, 2010, you will receive a refund of your payment minus the service fee. After May 2, 2010, your payment will be credited toward a future PR News event, minus the service fee. Registrants who fail to attend and do not cancel prior to the event are not entitled to a credit or refund of any kind. No exceptions.