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PRSSA 2015 National Conference Atlanta, Ga. November 6–10 www.prssa.prsa.org/Conference

RETHINK • REBUILD • RENEW

On-Site Program4444444

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LETTER FROM THE NATIONAL PRESIDENT

On behalf of the National Committee, I welcome you to the PRSSA 2015 National Conferenceand to beautiful Atlanta, also known as “A-Town,” “ATL” and “Y’allywood.” Are you thrilledand ready to make the most of the next five days?

Attending the world’s largest gathering of public relations students is a smart step in yourprofessional development. This year’s National Conference is unique since we have theconvenience and pleasure of staying in the same hotel as the PRSA members attending thePRSA 2015 International Conference. You’ll want to make sure to set aside some time tomingle with these professionals, since they are your future employers and coworkers — notto mention a wealth of wisdom.

I hope the knowledge you take away from Conference makes you eager to move full steamahead. Even more than that, I hope this Conference refuels your passion for public relationsand for nurturing relationships among your future industry peers.

Looking forward to meeting you all,

Laura DaronatsyPRSSA 2015–2016 National President

LETTER FROM THE CONFERENCE COMMITTEE

We would like to welcome you to Atlanta! We are excited to be hosting you for the PRSSA2015 National Conference. Get ready for professional networking and developmentopportunities that will prepare you for your future career in public relations. We have ajam-packed schedule that will keep you on your toes.

The National Conference theme, “Rethink • Rebuild • Renew,” was inspired by Atlanta’sprogression, growth and energy, as well as the evolution of public relations’ integration withother industries. We hope you spend these next few days learning, engaging and connectingwith the people that surround you. Don’t forget to spend some time exploring the beautifulcity of Atlanta.

This year’s program includes speakers from all public relations industries. Conference willhelp you learn to rethink, rebuild and renew whatever comes your way. This is your time toshine and discover your strength as a future public relations practitioner.

We hope that you will leave Atlanta inspired.

Jasmine Johnson, Maya Daniels, Kelsey Wood, Avia Meadows,Kaitlyn Peel and Kelly TranPRSSA 2015 National Conference Committee


WELCOME TO ATLANTAWe are pleased to welcome you to Atlanta, a city of Southern charm, sophistication, and international flavor, for the PRSSA 2015 National Conference.

Georgia’s largest city and capital, Atlanta, takes pride in being a thriving business center with a broad mix of residents placed in the center of a city with Southern roots. Thefine dining, shopping and abundant history, along with the many new attractions and businesses added to the Atlanta skyline, have invigorated the city that we all know today.With the public relations industry exponentially growing in Atlanta, there is no better place to host the National Conference.

Atlanta has a rich history. Burned to the ground during the Civil War, an even better Atlanta rose from the ashes with new industries and educational opportunities. In the 1960s,Atlanta served as the Civil Rights Movement headquarters, led by Georgia natives like Martin Luther King Jr. and Ralph David Abernathy.

The 1996 Summer Olympic Games, held in Atlanta, sparked new infrastructure throughout the city, including parks, sporting venues and transportation systems. The 1990sand early 2000s represented an era of population diversification, booming economy and emerging cultural and tourist scenes.

Atlanta, Georgia, is much more than meets the eye, especially when it comes to public relations. From nonprofit public relations to sports public relations — Atlanta has it all.It continues to be a progressive city and embraces change as it looks toward an even brighter future.

We hope that during Conference you will take the time to explore Georgia's beautiful capital city and see what all it has to offer you.

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Photos courtesy of Porter Novelli and Atlanta CVB.

Special thanks to The University of Georgia for hosting the PRSSA 2015 National Conference.

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Friday, November 6

10 a.m.–1 p.m.Agency/Career Tours (Pre-Registration Closed)

• BBDO• Coca-Cola• Cohn & Wolfe• Cookerly Public Relations• Dalton Agency• Edelman• Goodwill of North Georgia• Ketchum• MSLGROUP Atlanta • Nebo• Porter Novelli• Southern Company • SPR Atlanta• Weber Shandwick

12–7 p.m.u Atrium Registration 3, Atrium LevelRegistration and Hospitality

1:45–2:45 p.m.u Marquis Ballroom A, Marquis LevelRegional Conference WorkshopThis interactive session will guide participants in how to plan Regional Conferences, includingmany different aspects of event planning, with a networking session at the end. This is a uniqueopportunity for past, current and prospective Regional Conference Coordinators to come togetherand share ideas. PRSSA members and Advisers interested in hosting a Regional Conference inthe future, or event planning of any kind, are encouraged to attend. This also will serve as oneof the training sessions for Regional Conference Coordinators, and therefore selected 2016Regional Conference Coordinators are required to attend.

CONFERENCE SCHEDULE10 a.m.–1 p.m.12–7 p.m.

1:45–2:45 p.m.

3–4 p.m.4:15–5:15 p.m.5:30–6:45 p.m.5:45–7:15 p.m.7:30–9:30 p.m.

8 a.m.–2 p.m.8–9 a.m.

9–11:30 a.m.

12–1:15 p.m.12–1:15 p.m.

1:30–2:30 p.m.2:45–3:45 p.m.

4–5 p.m.5:15–6:15 p.m.

5–8 p.m.

9 a.m.–12 p.m.9–10:15 a.m.

10:45–11:45 a.m.12:30–2:30 p.m.3:15–4:15 p.m. 4:30–5:45 p.m.

7 a.m.–12 p.m.7:30–8 a.m. 8–9:45 a.m.

10:15 a.m.–12 p.m.12:30–2:15 p.m.2:30–3:30 p.m.

6–8 p.m.8:15–9:30 p.m.

8–9:15 a.m.9:30–11 a.m.

Agency/Career Tours (Pre-Registration Closed)Registration and HospitalityRegional Conference WorkshopStudent-Run Firm WorkshopChapter Development Session 1Chapter Development Session 2Chapter Presidents’ Leadership WorkshopPRSSA Adviser Session“Night of the Premiere” Opening Night Celebration

Registration and HospitalityContinental BreakfastWelcomeKeynote Address AwardsChapter Roll CallChapter Presidents’ LunchFireside Chat (Pre-Registration Closed)Professional Development SessionsProfessional Development SessionsProfessional Development SessionsOfficer DiscussionsDiversity and Inclusion Mixer (optional)

Registration and HospitalityKeynote Address: Meet the Living Legends of Public RelationsProfessional Development SessionsPRSA General Session with Jim CantoreProfessional Development SessionsFireside Chat (Pre-Registration Closed)

Registration and HospitalityCoffee BreakPRSA General Session with Sheryl Connelly and Daniel LubetzkyCareer Development Exhibition (Schools A–L)Career Development Exhibition (Schools M–Z)Professional Development Sessions“Night Among the Stars” Awards Ceremony and DinnerDesserts With Perks

“The Breakfast Club” Farewell BreakfastPRSA General Session with Sarah Kate Ellis and James Kane

Friday, November 6

Saturday, November 7

Sunday, November 8

Monday, November 9

Tuesday, November 10


CONFERENCE SCHEDULE AT A GLANCE

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Hotel InformationThe Conference will be held at the Atlanta Marriott Marquis, 265 Peachtree Center Avenue Northeast, Atlanta,Georgia 30303. It is within walking distance of the Georgia Aquarium, World of Coca-Cola, shopping, restaurants and more.

Check-In: 4 p.m.Check-Out: 12 p.m.

Guest facilities include free wireless Internet service in the lobby, three restaurants, a full-service business center,a fitness center with indoor and outdoor pool, a gift shop and more. The hotel offers on-site valet parking, drycleaning service, in-room dining and a cash machine/ATM.

Getting to the Atlanta Marriott MarquisDriving, the Atlanta Marriott Marquis is approximately 12 miles from Hartsfield-Jackson Atlanta InternationalAirport and about three miles from Amtrak Peachtree Station. Valet parking at the hotel is $35 per day, plus tax.More economical off-site parking options are available throughout the city. For more information, visit the PRSSAwebsite.

From Hartsfield-Jackson Atlanta International Airport, taxis are about $32 one-way. SuperShuttle also is availablefrom the airport and costs approximately $16.50 per passenger. Anyone using the SuperShuttle can get a 10percent discount by using discount code PRSA1.

The Metropolitan Atlanta Rapid Transit Authority (MARTA) services the Atlanta metro area and includes trains andbuses. To get to the hotel, take the Red Line MARTA in the direction of North Springs. Continue on the Red Lineand exit at the Peachtree Center stop.

For additional information regarding transportation to and from Atlanta, and more economical parking options,visit http://prssa.prsa.org/events/Conference/Hotel_Transportation/.

General InformationWardrobeAttendees 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 Opening Night Celebration on Friday is businesscasual, while the Awards Dinner on Monday evening is business formal.

EtiquetteNational Conference is a professional event. Attendees are expected to represent themselves, their schools andthe Society in a professional manner. This includes dressing appropriately for events and limiting alcoholconsumption as necessary.

Chapter Roll CallRepresent your school’s Chapter at the Saturday morning Chapter Roll Call. As the PRSSA National Presidentannounces your Chapter, have a cheer, chant or song prepared that lets everyone know you have arrived. Becreative and have fun with it! Please remember to keep chants under 30 seconds in length and to dress inbusiness attire, as this event is held in conjunction with the Keynote Address.

Hospitality DeskMeet Conference volunteers to help you navigate the hotel and Conference events, as well as where to go andwhat to see in Atlanta. Volunteers will be prepared to advise you on restaurants, nightlife and local attractionsthroughout 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.

Photography NoticePlease be aware that by participating in PRSSA’s public forum, “The PRSSA 2015 National Conference,” you areautomatically authorizing the Public Relations Society of America (hereafter “PRSA”) and the Public RelationsStudent 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 notlimited to publicity, marketing, websites, other electronic forms or media, and promotion of PRSA, PRSSA and itsvarious programs.

“The Conference theme, ‘Rethink • Rebuild • Renew,’ was inspired by Atlanta’s progression, growthand energy, as well as the evolution of public relations with the many industries and iconic brands.”

CONFERENCE INFORMATION

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12–1:15 p.m.

u Marquis Ballroom A, Marquis Level

Chapter Presidents’ LunchAs a “thank you” for their continuous dedication to PRSSA, Chapter presidents are invited to aspecial lunch. Sponsored by

12–1:15 p.m.

u 705, Atrium Level

Fireside Chat (Pre-Registration Closed)Come chat with PRSA past presidents and senior practitioners to get an inside perspective ofthe public relations industry.

1:30–2:30 p.m.

u 601 and 602, Atrium Level

How Your Portfolio Gets You HiredGraduating summa cum laude doesn’t mean you’ll get hired in the top creative departments.You need to showcase your work. You need a digital portfolio. And at this session, you will learnhow to put your best face forward with a knockout digital portfolio.Dan Balser, Advertising Department Head, The Creative CircusPippa Seichrist, Co-Founder, Head of Innovation & Development, Miami Ad School; Director,Portfolio Center

u Marquis Ballroom, Marquis Level

It’s All in the Details: Planning a Successful EventEvents are a vital part of public relations, but are one of the most difficult aspects of publicrelations to master. Learn the do’s and don’ts of event planning that will translate from acharity fundraiser to fashion week.Daniel Dao, Senior Vice President, Strategy and Integration, ignitionCarly Nash, Account Manager, ignition

u 703 and 704, Atrium LevelWriting Right: The Number One Skill Employers WantFrom newbie to senior, everyone has the capacity to improve his or her writing skills. Learnhow to grow your writing abilities, apply it to your future career and get published now.Ron Culp, Director, Graduate Public Relations and Advertising Program, DePaul UniversityRyan McShane, Account Supervisor, Tattoo Projects

u 706 and 707, Atrium LevelRebuilding Your ResumeYour resume is the first impression you will make on an employer. Learn how to tailor it toyour unique brand.Gala Jackson, Career Management Consultant, InterviewSnob

2:45–3:45 p.m.u 703 and 704, Atrium LevelThe “Retailization” of Health Care: Using Social to Reach Those Gone DigitalPatients are shopping for health care services in a variety of new ways. Take a look at examplesthat have driven change, and gain best practices and tips for meeting the demands of differentpatient demographics. Alisa Agozzino, Ph.D., APR, Assistant Professor, Public Relations, Ohio Northern UniversityBill Baldrez, President, Fathom HealthcareBeth Keehn, Director, Brand, Marketing and Communications, St. Rita’s Health Partners

u Marquis Ballroom, Marquis LevelY’allywood: The Hollywood of the SouthAtlanta is home to the world’s fastest-growing entertainment market, from Akon to “Zombieland”to “The Walking Dead.” Gain insights to achieve success in the exciting world of entertainmentpublic relations.Nikki Barjon, Founder, The Barjon GroupNicole Garner Scott, CEO, The Garner Circle LLC

u 601 and 602, Atrium LevelBuilding Personalized ExperiencesIn the era of “Big Data,” communicators have an abundance of information at their fingertips.How do they avoid being creepy? During this session, you will get a glimpse into the Coca-ColaFreestyle marketing ecosystem and how consumer data is used to deliver highly-personalized experiences.Scott Cuppari, Global Marketing Director, Coca-Cola Freestyle


5:45–7:15 p.m.u 706 and 707, Atrium LevelPRSSA Adviser SessionPlease join us at the PRSSA Adviser session that will feature panelists discussing a wide rangeof topics including building a Chapter, fundraising, partnering with PRSA and understanding thebenefits of offerings. Breakout sessions where participants will engage actively and share theirexperiences will follow.Don K. Egle, MBA, APR, ABC, PRSSA National Professional AdviserTina McCorkindale, Ph.D., APR, PRSSA National Faculty Adviser

7:30–9:30 p.m.u Marquis Ballroom, Marquis Level“Night of the Premiere” Opening Night Celebration Join us at our Opening Night Celebration. Walk the red carpet, take photos with a green screen anddance the night away with friends old and new. And try the unique taste of Atlanta, including some ofthe best food around. Let us treat you like a star.

Saturday, November 7

8 a.m.–2 p.m.u Atrium Registration 3, Atrium LevelRegistration and Hospitality

8–9 a.m.u Marquis Ballroom Foyer, Marquis LevelContinental BreakfastStart your day with a continental breakfast. Arrive early to avoid long lines!

9–11:30 a.m.u Marquis Ballroom, Marquis LevelWelcome, Keynote Address, Awards and Chapter Roll CallLearn from the distinguished Scott Williamson, who for the past 23 years has directed the publicrelations initiatives for nearly all of Coca-Cola’s brands and sports entertainment properties.Following the Keynote Address, National President Laura Daronatsy will announce the recipientsof several PRSSA awards and initiate the Chapter Roll Call. When you hear your school called,stand up and share a cheer! Scott Williamson, Vice President, Public Affairs and Communications, Coca-Cola, North America

u Marquis Ballroom B, Marquis LevelStudent-Run Firm WorkshopWhether your goal is to improve a Nationally Affiliated firm, cultivate a firm or start one in thefuture, this session offers a gold mine of resources to help get you there. Network and shareadvice with like-minded students during three self-selected breakout groups catered to yourfirm’s type. Panelists will answer your questions on topics including establishing firm mentorship,benefits of pro-bono work and issues firms face by size and growth.

3–4 p.m.Chapter Development Session 1u Marquis Ballroom A, Marquis LevelVirginia Tech, “Chapter Games: May the Brand Be Ever in Your Favor” with University ofOklahoma, “Combatting Crisis: How Diversity and Inclusion Strengthen Your Chapter”

u Marquis Ballroom B, Marquis LevelUniversity of Florida, “Baby Come Back! Establishing Meaningful Connections With Speakers,Alumni and Friends of the Chapter” with Kent State University, “We Are Family: BecomingPart of Your University Community”

4:15–5:15 p.m.Chapter Development Session 2u Marquis Ballroom A, Marquis LevelDePaul University, “The Real Housewives of PRSSA: The Reunion” with University of Nebraska atOmaha, “Fundraising Nightmares: A Recipe for Kneaded Dough”

u Marquis Ballroom B, Marquis LevelWayne State University, “Challenge Accepted: Engaging Members on a Non-TraditionalCampus” with Drake University, “Big Dreams, Small Programs: Creating High-Quality PublicRelations Experiences With Limited Resources”

5:30 –6:45 p.m.u 703 and 704, Atrium LevelChapter Presidents’ Leadership WorkshopThis interactive workshop will challenge Chapter presidents to take a fresh approach toleadership and question what they know about the standards of institutional success. A newage of leadership has arrived, and this session will illustrate novel and unconventional ways tomaster Chapter culture.Robert “Pritch” Pritchard, APR, Fellow PRSA, Professor, University of Oklahoma

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Sunday, November 8

9 a.m.–12 p.m.

u Atrium Registration 3, Atrium Level

Registration and Hospitality

9–10:15 a.m.u Marquis Ballroom, Marquis LevelKeynote Address: Meet the Living Legends of Public RelationsJoin us as two Living Legends answer your questions and engage in a lively discussion aboutissues of importance to young professionals.Ellen East, Executive Vice President and Chief Communications Officer, Time Warner Cable, Inc.Patrick Ford, Vice Chairman, Chief Client Officer; Worldwide Chairman, Asia-Pacific, Burson-MarstellerModerator: Kevin Saghy, Manager of Communications, Chicago CubsSponsored by

10:45–11:45 a.m.u 601 and 602, Atrium LevelTrending Now: Social Media MarketingLearn the most powerful methods of creating customized, audience-driven social media marketingand digital content from the best in the business.Katie Greene, Senior Account Supervisor, Edelman DigitalDevon Wijesinghe, CEO, Insightpool

u Marquis Ballroom A, Marquis LevelGet Off the Bench: Sports Public RelationsWhile sports are seasonal, their communication is a full-time job. In this session, you will learnhow to be a successful sports communicator.Beth Marshall, Senior Director of Public Relations, Atlanta BravesNzinga Shaw, Chief Diversity and Inclusion Officer, Atlanta HawksRebecca Timms, Senior Manager, Communications, United Entertainment Group, a DJE Company

u 706 and 707, Atrium LevelStrategically Executing Your Nonprofit Communications PlanExamine best practices for developing a nonprofit communications strategy that combinestraditional and social media, and helps you strategically advance your organization’s agenda whilesuccessfully managing day-to-day challenges.Ashley M. Dusenbury, APR, Assistant Vice President, Public Relations, Palmetto Health FoundationSteven Shattuck, Vice President, Marketing, BloomerangMichelle Stuffmann, Director, Outreach and Communication, MAZON: A Jewish Response to Hunger

u 703 and 704, Atrium LevelOrchestrating the Comeback of the World’s Leading Cruise CompanyWinner of the 2015 Best of Silver Anvil Award, Carnival achieved an 85.6 percent improvementin brand reputation by implementing a strategic communications plan that called for collaboration,cooperation and communication across the company’s ten brands. Explore the steps Carnivaltook to recover its reputation and achieve its goals.Mike Flanagan, Partner, LDWWgroupRoger Frizzell, Chief Communications Officer, Carnival Corporation

12:30 –2:30 p.m.u Atrium Ballroom, Atrium LevelPRSA General SessionU.S. Congressman John Lewis has dedicated his life to protecting human rights and securingcivil liberties in America. As a young boy, he was inspired by the activism surrounding the MontgomeryBus Boycott and the words of the Rev. Martin Luther King Jr. In those pivotal moments, he madea decision to become a part of the Civil Rights Movement. Ever since, he has remained at thevanguard of progressive social movements and the human rights struggle in the United States.John Lewis, U.S. Congressman and Civil Rights Leader

Weather or Not: Making Connections in the Dynamic Media WorldJim Cantore has covered every major weather event over the past 25 years, solidifying his andThe Weather Channel’s roles as the leading sources for severe weather coverage. When he’s notin the field, he covers the latest forecasts and weather news on “Weather Center Live,” andserves as host to many original productions on The Weather Channel, including the award-winning“Storm Stories” and “Cantore Stories.”Jim Cantore, Host and Meteorologist, The Weather Channel

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u 706 and 707, Atrium LevelNo Need to Panic: Crisis Communication StrategiesA true measure of an organization is not necessarily how they handle prosperity, but how theyhandle crisis. Learn how to navigate crisis proactively. Peter M. Macias, Director of Communications, American Red CrossEvan Nierman, Principal, Red Banyan Group

4–5 p.m. u Marquis Ballroom, Marquis LevelThe Blueprint: Corporate CommunicationsBeing the voice for a company is always a daunting task, but it can be extremely gratifying.In this session, master how to be proactive and manage both internal and external corporatecommunications.Patrick Hernandez, Communications Manager, General Motors CompanyJuli Huston-Rough, Director of Corporate News Relations and Operations, General Motors CompanyCarolyn Markey, Manager, Global Manufacturing Communications, General MotorsCourtney Moats, Assistant Manager, Chevrolet Communications Sponsored by

u 706 and 707, Atrium LevelPerfecting the PitchBecome rookie of the year with expert pitching tips that will land you that coveted accountor your dream job.Dr. Joseph V. Trahan III, APR, Fellow PRSA, President and CEO, Trahan & Associates

u 703 and 704, Atrium LevelHow to Speak Up and Stand OutIt can sometimes feel impossible to make a meaningful contribution as a new professional –there are new processes to learn, new colleagues and managers to figure out and a new corporateculture to navigate. But don’t shy away! Learn how to get your ideas noticed and earn a seat atthe table.Hilary Hanson McKean, Partner and Managing Director, Global Practices, Ketchum


Shaking Hands With the Right People: Tips for NetworkingPublic relations is all about building lasting relationships. At this session, you will receivetips on how to widen your professional network by building and fostering relationships fromthe ground up.Susan Rosenberg, Public Relations Director, UPSAlicia Thompson, APR, General Manager Atlanta, EdelmanModerator: Alyssa Stafford, Communications Specialist, Piedmont Healthcare

5:15–6:15 p.m.

Officer DiscussionsAll Conference attendees are invited to participate in the officer discussions to chat aboutthe challenges and opportunities other Chapter leaders face. If you are considering runningfor your Chapter’s executive board, these discussions can help you learn more about theresponsibilities of the positions. Discussion groups will be divided as follows:

u 601 and 602, Atrium Level • Public relations liaisons, webmasters and historians

u 703 and 704, Atrium Level • Publications and student-run firms

u 706 and 707, Atrium Level• Secretaries and treasurers

u Marquis Ballroom, Marquis Level • Presidents and vice presidents

Follow #PRSSANC and @prssanc4RETHINK • REBUILD • RENEW

PRSSA 2015 National Conference


The Power of AND: Learning to Think With AND Instead of OR What makes social entrepreneurs different is that they think with “and” to achieve unorthodox

solutions. With a little creativity, anyone can retrain their brain to challenge false assumptions,

rethink the way they approach challenges and look differently at strategic planning, budgeting,

hiring, product development and marketing. Daniel Lubetzky will share experiences from his

entrepreneurial journey, and discuss the role strategic communications has played in helping

to establish KIND as one of the fastest-growing healthy snacks brands in America.

Daniel Lubetzky, Founder and CEO, KIND

10:15 a.m.–2:15 p.m.

u Marquis Ballroom, Marquis Level

Career Development Exhibition Looking for more information on your dream job, an internship or graduate school? Learn from

corporations, agencies and education institutions from around the nation about potential

opportunities for your future. Chat, share your resume and make your dreams become a reality.

10:15 a.m.–12 p.m. — Schools A–L

12:30–2:15 p.m. — Schools M–Z

2:30–3:30 p.m.

u Marquis Ballroom A, Marquis Level

Just the Right Fit: Fashion Public RelationsWhat’s in style today may go out tomorrow. Get the skills necessary to deal with ever-changing

styles in the fashion industry in this fashion-forward session.

Theo Tyson, Founder and Experiential Event Director, trinity productions, inc.


Media Training: How to Deliver Compelling MessagesSpokespersons – and the PR practitioners who coach them – can benefit from preparation. Learn

interview delivery and control techniques to help enhance speaker presence.

Debbie Wetherhead, President, Wetherhead Communications

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3:15–4:15 p.m.u 601 and 602, Atrium LevelCrowdsourcing Content With Industry Influencers and Your CommunityDemand for content continues to rise as marketing and communications professionals are challengedto satisfy the information needs of hungry consumers. This session will provide you with aninfluencer content strategy, and best practices and tools to scale the kind of content buyers andcommunities really want.Lee Odden, CEO, TopRank Online Marketing

u Marquis Ballroom A, Marquis LevelTransition to the Real World (Hosted by the New Professionals Section)Former PRSSA National Committee members discuss making the transition from student to full-time

new professional and from PRSSA to PRSA. Following the session, session attendees will have

the opportunity to network with new professionals, including panelists.

Hilary Jurinak, Communications Coordinator, Binny’s Beverage Depot

Brian Price, Assistant Account Executive, Edelman

JR Rochester, Digital Media Strategist, AAA Carolinas

Moderator: Jessica Noonan, Associate, Burson-Marsteller

u 703 and 704, Atrium LevelPR in a Hyper-Connected, Internet WorldKeeping up with the demand for instant gratification can be taxing on public relations professionals.

Learn how to utilize technology today to inform the public in a split second, without sacrificing quality.

Brian Easter, CEO and Co-Founder, Nebo


Global Messaging and RebrandingA good message will capture and win over the world’s heart. Learn how to be culturally aware in

order to make your message translate well across international boundaries.

Scott Farrell, President, Global Corporate Communications, Golin

4:30–5:45 p.m.u 705, Atrium LevelFireside Chat (Pre-Registration Closed)Come chat with PRSA past presidents and senior practitioners to get an inside perspective ofthe public relations industry.

Monday, November 9

7 a.m.–12 p.m.u Atrium Registration 3, Atrium LevelRegistration and Hospitality

7:30–8 a.m.u 703 and 704, Atrium LevelCoffee BreakSponsored by

8–9:45 a.m. u Atrium Ballroom, Atrium LevelPRSA General SessionHow to Think Like a FuturistIn her keynote presentation, Sheryl Connelly will share 10 trends she believes will change theworld, as well as offer guidance on how to interpret and take advantage of these developments.She’ll shed light on how brands must adapt to emerging trends and consumer demands to stayrelevant in an evolving world.Sheryl Connelly, Head, Global Consumer Trends and Futuring, Ford Motor Company


ATRIUM LEVEL MARQUIS LEVEL

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u 703 and 704, Atrium LevelCreative PR: Delivering Your Story From Narrative and Design to MeasurementChanges in consumer preferences and media have altered the rules for how public relationsprofessionals deliver stories, solve problems and communicate effectively. This session will shareinsight and best practices for navigating these changes to achieve greater outcomes.Deirdre Breakenridge, CEO, Pure Performance CommunicationsJason J. Sprenger, APR, President, Game Changer CommunicationsHeather Whaling, President, Geben Communication

u 706 and 707, Atrium LevelIt’s a Marathon, Not a Sprint: Political Public RelationsWinning the political race is just half the battle; now that you’re on the Hill, the real work begins.Gain the skills necessary to successfully manage political communication before and after a race.Christopher Harvin, Partner, Barbaricum

6–8 p.m.u Atrium Ballroom, Atrium Level“Night Among the Stars” Awards Ceremony and DinnerEnd the night among the stars during the Awards Ceremony and Dinner. Be sure to dress to impressas honored students will receive scholarships and recognition for their hard work and dedicationto public relations. Sponsored by

8:15–9:30 p.m.u Marquis Ballroom, Marquis LevelDesserts With Perks Don’t miss this great networking opportunity. Who doesn’t want dessert and some great after-dinnerconversation with professionals from around the country? You never know what great treats are instore for you and your career.Sponsored by

Tuesday, November 10

8–9:15 a.m.u Marquis Ballroom A, Marquis Level

“The Breakfast Club” Farewell BreakfastBefore everyone parts ways, come say goodbye to friends, old and new, over a light breakfast.

Join us as we say farewell to another great year at Conference and get a sneak peek of the

PRSSA 2016 National Conference.

9:30–11 a.m. u Atrium Ballroom, Atrium Level

PRSA General SessionAre we there yet? Accelerating acceptance of the LGBT community.Sarah Kate Ellis was named CEO and president of GLAAD in January 2014 after a successful

career as an award-winning media executive and communications strategist. Under her leadership,

GLAAD worked closely with Facebook to expand the social network’s gender options to be more

inclusive of transgender and gender nonconforming users. Behind the scenes, she has positioned

GLAAD as a leading adviser to media executives when it comes to dealing with the world’s

biggest LGBT-related stories, including Caitlyn Jenner’s historic coming out. Ellis’ commentary

and statements have appeared in influential media including The New York Times, The Los An-

geles Times, USA Today, TIME, Vanity Fair and hundreds of other outlets.

Sarah Kate Ellis, CEO and President, GLAAD

Virtually Loyal: The Secret to Building Loyal Relationships DigitallyAs a behavioral scientist and consultant, James Kane has helped some of the largest organizations

in the world build nearly unbreakable relationships with key stakeholders. He is the author of

“The Loyalty Switch: How to Make Anyone Loyal to You, Your Organization, Or Your Cause” and

“Virtually Loyal: The Secret to Making Your Digital Relationships Loyal.” He also is a frequent

guest on CNN, CNBC and FOX Business.

James Kane, Leading Researcher, Science of Loyalty

®

Follow #PRSSANC and @prssanc4

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• American University, Kogod School of Business, M.S. in Marketing program

• Ball State University M.A. in Public Relations

• Burson-Marsteller

• Business Wire

• Capstrat

• Caren West PR

• Corporate and Professional Communication Master's Program, Radford University

• DCinternships.org

• Dodge Communications

• Donate Life America

• Edelman

• General Motors

• Grady College Distance Learning

• GW Graduate School of Political Management

• Jackson Spalding

• Ketchum

• LEWIS PR

• Marist College

• Master of Arts in Interactive Media, Elon University

• Medill Northwestern University

• MSLGroup

• Nebo• NYU School of Professional Studies

Books will be accepted at the Hospitality Desk until 8:30 a.m. on Monday,

November 9.

PRSSA annually supports an organization important to the community hosting

National Conference. This year’s Community Service Initiative (CSI) will

benefit the Ron Clark Academy, a highly acclaimed, nonprofit middle

school located in Southeast Atlanta.

To participate, Conference attendees are encouraged to donate new or

gently-used, middle- to high-school-level books. Books of all kinds will be

accepted at the Hospitality Desk, but PRSSA requests that elementary level

or graphic romance novels are not donated.

The Ron Clark Academy is dedicated to delivering the highest quality

educational experience to socio-economically diverse students through

advanced rigor, engaging teaching methods and a passionate climate and

culture. By donating books to the school, the Society will help to further the

Academy’s institutional vision and provide students with greater access to literature

and knowledge.

COMMUNITY SERVICE INITIATIVECAREER DEVELOPMENT EXHIBITORS


• Porter Novelli

• Portfolio Center/Miami Ad School

• PRSA Foundation

• PRSA New Professionals Section

• Roundtree Group Integrated Communications

• Sacred Heart University –Master of Arts in Communication

• Syracuse University: SI Newhouse School of Public Communications

• The Garner Circle & Co.

• The Home Depot

• The Plank Center for Leadership in Public Relations

• The Reynolds Group Inc.

• United States Tennis Association

• University of Georgia ADPR Graduate Program

• University of South Carolina, Master of Mass Communication

• Up with People

• USC Annenberg School for Communication and Journalism

• Washington Media Institute

• Weber Shandwick

• West Virginia University Integrated Marketing Communications (IMC) graduate program

• William Mills Agency

• And more ...

PRSSA thanks the generous sponsors that make this Conference possible:

RETHINK • REBUILD • RENEW

PRSSA 2015 National Conference Follow #PRSSANC and @prssanc4

Public Relations Student Society of America33 Maiden Lane, 11th FloorNew York, NY 10038-5150www.prssa.prsa.org

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