Thursday, February 27, 2013 8:00 a.m. – 4:00 p.m. The Westin, San Francisco

A one-day immersion in the digital communications best practices that drive organizations’ reputations, media profiles and profitability.

Register at www.prnewsonline.com/digitalsummitsanfran13#digitalpr

San Francisco

Feb. 27

Early bird rate ends

February 6!

Join us in San Francisco on Wednesday, Feb. 27, 2013, for the Digital PR Next Practices Summit, PR News’ annual one-day immersion in the digital communications best practices that help drive organizations’ reputations, media profiles and profitability.

You’ll get the how-to’s, real-world examples and nuts-and-bolts practical advice in using social channels to connect with journalists and win positive coverage, launch a content marketing strategy and gain visibility in search engines, apply visual storytelling practices to your communications efforts, make Twitter the center of your digital communications efforts, navigate the effects of Facebook’s latest EdgeRank algorithm and much more.

Be sure to also register for PR News’ half-day SEO Workshop, which will take place the day before the Digital PR Summit on Feb. 26.

• Spot opportunities for visual storytelling within your own organization, using the resources you already have available

• Create visuals of the business world around you and be a curator of visuals

• Put your audience’s perspective and needs at the center of your visual storytelling

• Engage audiences with shared visual storytelling

• Craft posts that engage the audience you want to reach and manage the effects of Facebook’s EdgeRank algorithm

• Develop a content strategy for Twitter that draws on your organizations areas of expertise

• Amplify your Twitter presence with Promoted Tweets, Accounts and Trends

• Use the best free tools to manage your Twitter activity

• Socialize your content to extend its reach

• Create credible content that will be found by search engines

• Develop KPIs & balanced scorecards to connect social media impact to business results/language

• Determine when to engage directly with journalists on Twitter and LinkedIn

About PR News: The PR News family of products includes the weekly publication PR News, PR News webinars and workshops, the Platinum PR Awards, PR People Awards, CSR Awards, Nonprofit PR Awards, Top 100 Case Studies in PR Guidebook, Guidebook to Best Practices in CSR and Green PR, PR Measurement Guidebook, Digital PR Guidebook, Crisis Management Guidebook, Media Training Guidebook and other products and services. Visit us at prnewsonline.com.

• The New Basics of Digital Communications

• How to Use Visual Storytelling to Connect Your Brand With New Audiences

• Boost Your Reach on Facebook With Content the News Feed “Likes”

• How to Make Twitter Your Brand’s Secondary (or Even Primary) Online Home

• Content Marketing: Socialize Your Content and Reshape the Role of PR

• How to Move Your Online Visitors to Action

• Measure the Effectiveness of Your Social Media Programs

• Build Relationships With Journalists on Social Channels in Advance of Crises (and Get Positive Coverage)

• Why Didn’t I Think of That? 15 Unique Digital PR Ideas in 30

• 10 “Who” Questions to Ask in Social Media Crisis Planning • Tip Sheet: An 8-Step Process to Proving ROI for Your Social

Program

• Certificate of Attendance• Workbook & Attendee-Only Access to Speaker Presentations

If you spend at least a quarter of your time in any of these areas, you should attend the Digital PR Summit:

• Public Relations• Digital and Social Media• Community Relations• Corporate Communications• Word of Mouth Marketing

• SEM/SEO Management• Brand Marketing• Video Production• Marketing Communications• Employee Communications

• PR Business Development• Human Resources• Public Affairs/Issues Management• Media Relations

San Francisco

Feb. 27

Panels Include:

Bonuses for Attending:

Who Should Attend:

In just one day, you and your team will discover the best ways to:

Register at www.prnewsonline.com/digitalsummitsanfran13 Digital PR Next Practices Summit | Feb. 27 Westin | San Francisco

8:00 - 8:25 a.m. Breakfast & Networking, and Opening Remarks

8:25 - 8:45 a.m. Opening Keynote Presentation: The “Dragonfly” Model of Social Media Comminications

Andy Smith, co-author of The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change, will show you how to tap into concepts from social media, marketing strategy and consumer psychology to help you focus on and achieve a single, concrete goal that results in either social good, employee morale, customer loyalty or other end goals. You’ll learn that small acts acting in concert can create big change.

Keynote Speaker:Andy Smith, Co-Author, The Dragonfly Effect, Principal, Vonavona Ventures

8:45 - 9:15 a.m. The New Basics of Digital Communications

We’ll begin the day by painting a broad picture of the state of digital communications for you to use as a backdrop for the rest of your experience at the Digital PR Summit. We’ll look at the demographics behind social media usage (how millennials use Twitter vs. Generation X vs. Baby Boomers), and also at the media consumption preferences of the “Generation Flux” psychographic. We’ll also offer quick tips on what times of the day and days of week to: tweet, post, pin and more. Everything you need to know about the state of digital communications but are too overwhelmed to ask.

Speaker:Esmée Williams, Vice President, Brand Marketing, Allrecipes.com

9:15 - 10:00 a.m. How to Use Visual Storytelling to Connect Your Brand With New Audiences

Visuals are powerful attention getters for organizations of all sizes and can convey information quickly and easily. But all visuals begin with a discussion of who the audience is and what the goal of the visual is. Learn how visuals can enhance and complement the stories your brand has to tell, discover what tools and resources are available to you and connect with new audiences—audiences that increasingly expect and consume visual information on digital channels.

You’ll learn how to:

• Spot opportunities for visual storytelling within your own organization, using the resources you already have available

• Create visuals of the business world around you and be a curator of visuals

• Put your audience’s perspective and needs at the center of your visual storytelling

• Create and distribute images, videos, charts and infographics that fit your business and communications objectives

• Determine the role of visual storytelling in integrated communications• Simplify complex stories with visuals• Engage audiences with shared visual storytelling• Choose which free tools for visual storytelling are right for your needs

Speakers:Karl Gude, Graphics Editor-in-Residence, Michigan State University School of JournalismStephanie Xavier, Senior Communications Manager, New Relic

10:00 - 10:30 p.m. Boost Your Reach on Facebook With Content the News Fee “Likes”

Facebook continues to optimize its news feed to show posts that people are most likely to engage with, and is also purging its network of fake “likes” and fake accounts. The social network has changed the algorithm it uses to filter posts to users, and brands have reported a 5%-40% decline in the reach of their Facebook posts. This may be great news for Facebook users who are weary of spam, but for brands it means that their organic reach might be taking a hit. Learn how to craft targeted, relevant, engaging content that Facebook’s news feed algorithm will “like” and expand your brand’s reach on the #1 social network.

You’ll learn how to:

• Craft posts that engage the audience you want to reach and manage the effects of Facebook’s EdgeRank algorithm

• Use a variety of posts to boost your organic reach• Find ways to use images to get more shares, likes and comments at

little cost• Feature your most loyal customers by posting pictures of them using

your products/services• Integrate Instagram and Pinterest into your Facebook strategy to

increase engagement• Include rich media in posts• Increase the reach of your posts with Facebook Ads

Speaker:Krisleigh Hoermann, Social Media Strategist, American Heart Association

10:30 - 10:45 p.m. Networking Break

10:45 - 11:15 a.m. How to Make Twitter Your Brand’s Secondary (or Even Primary) Online Home

Is Twitter your portal to the digital world? Is it the first place you go to for breaking news, entertainment and gossip from the media, from brands, from friends and from your growing legion of followers? Has it been a while since you last “surfed” the Internet? If so, you’re not alone—we all rely on Twitter the way we once relied on the Big Three TV networks for content. As a PR professional, you have an opportunity make your organization a source of news, insight and even entertainment on Twitter. Learn how to build a legion of followers on Twitter and how to make Twitter the first place you go to when you have useful content to share, contests to launch, milestones to celebrate and crises to manage.

In this session, you’ll learn how to:

• Attract more followers and increase audience engagement• Develop a content strategy for Twitter that draws on your organizations

areas of expertise• Find and answer questions from your followers• Sell your products and services on Twitter—without really “selling”• Build relationships with the media• Manage and protect your brand’s reputation during crises using Twitter• Improve your customer service efforts• Microblog with impact—how to say it in 140 characters• Align your Twitter efforts to your business goals and measure results• Amplify your Twitter presence with Promoted Tweets, Accounts and

Trends• Use the best free tools to manage your Twitter activity

Speakers: Chris Brooks, Manager, Social Engagement, Hilton WorldwideShane Steele, Head of Global Sales Marketing, Twitter

Agenda

Register at www.prnewsonline.com/digitalsummitsanfran13 Digital PR Next Practices Summit | Feb. 27 Westin | San Francisco

11:15 - Noon Content Marketing: Socialize Your Content and Reshape the Role of PR

Learn how to tap into the growing power of content marketing and how creating and distributing content via social channels is turning brands into media companies and PR professionals into chief information officers. Content marketing has transformed traditional notions of public and media relations, as content-hungry audiences are less interested in the source of content as they are in the quality and utility of the content. This session will show PR pros how to use the power of story, all their content assets, collaborate across department lines and expand the notion of “PR” to encompass (meaningful) content creation and distribution.

In this session, you’ll learn how to:

• Think like a publisher and media producer• Apply storytelling concepts and high editorial standards to the

creation of text and visual content• Be your own editor and decide when there is real value to the content

you’re sharing• Socialize your content to extend its reach• Create credible content that will be found by search engines• Attract and retain customers with your brand’s unique content

Speakers:Eliza Anderson, Global PR Manager, Intrepid TravelChad Melton, Manager, Digital Marketing & User Experience, Ingersoll RandDavid Patton, Vice President and Editor in Chief, Waggener Edstrom Worldwide

Noon - 12:15 Networking Break

12:15 - 1:30 p.m Luncheon & Keynote Presentation: How to Move Your Online Visitors to Action

Amy Africa’s provocative keynote presentation will show you where your brand’s online presence misses the point of connection with the most important metric of all—consumer conversions and actions that drive the business bottom line. She’ll show you which brand websites fail to inspire action, and why, and which ones succeed at driving conversions. You’ll walk away with practical tips on how you can build traffic to your site and capture visitors with hard-to-miss points of conversion.

Keynote Speaker:Amy Africa, CEO, Eight By Eight

Every social media program worth doing is worth measuring, and providing metrics that matter to senior leaders is the best way to protect your budget and increase it. Learn how to set goals and measurable objectives for your social media programs, focus on the impact of social media instead of on vanity metrics and develop ROI models that will help you get your budgets approved.

In this session, you’ll learn how to:

• Align the impact and value of your social media initiatives with organizational objectives

• Define social media outcomes in advance, spanning multiple business goals

• Limit the definition of “ROI” to measurable financial impact• Calculate value in positive returns (sales, reputation, etc.) or avoided

negative returns (risk mitigated, costs avoided)• Develop KPIs & balanced scorecards to connect social media impact

to business results/language• Integrate analysis (social, search, Google Analytics) to provide a

richer environment for insightsSpeaker:Jennifer Burnham, Director, Social and Content Strategy, Salesforce.com

2:30 - 2:45 p.m. Networking Break

PR practitioners have to be knowledgeable, skilled and savvy listeners and conversationalists to be able to proactively interact with journalists on Twitter, LinkedIn, Facebook, Tumblr and beyond. Journalists are using these networks more and more to find story ideas and sources and to report on reputational crises. We’ll show you how build and maintain relationships with journalists on social channels before a crisis hits, how to cater to their needs while advancing your own cause and, ultimately, gain what is still the holy grail of PR—positive coverage in the media.

In this session, you’ll learn how to:

• Research the content needs of your targeted journalists• Determine when to engage directly with journalists on Twitter and

LinkedIn• Become a must-follow for your targeted journalists and be regarded

as a resource on social channels• Use LinkedIn to find the journalists and bloggers with influence in

your market• Take an active role in distributing and creating story ideas to increase

the chances of positive coverage of your brand• Comment on blogs and journalists’ Tumblr accounts to build

relationships• Communicate effectively with journalists and influencers via social

channels during times of crisis

Speakers:Jake Gasaway, Co-Founder and Director of Business Development, Stitch Labs David Sommers, Director of Public Affairs, Los Angeles County Chief Executive OfficeJim Wilkinson, Executive Vice President, Communications, PepsiCo

Close out the Digital PR Summit with a fast-paced rundown of practical, effective ideas you can put to work when you get back to the office.

Speaker:Victor Reiss, Manager, Digital and Social Channels, Corporate Communications, FedEx Services

2:45 - 3:30 p.m Build Relationships With Journalists on Social Channels in Advance of Crises (and Get Positive Coverage)

Register at www.prnewsonline.com/digitalsummitsanfran13 Digital PR Next Practices Summit | Feb. 27 Westin | San Francisco

3:30 - 4:00 p.m Why Didn’t I Think of That? 15 Unique Digital PR Ideas in 30 Minutes

Noon - 12:15 Networking Break

1:45 - 2:30 p.m. Measure the Effectiveness of Your Social Media Programs

Contact Information

Name _____________________________________________________________________________________________Title ______________________________________________________________________________________________Company/Organization _________________________________________________________________________________Address ____________________________________________________________________________________________City _________________________________________________ State/Province __________________________________Zip/Postal Code ________________________________________ Country _______________________________________Phone _______________________________________________ Ext ___________________________________________Fax _________________________________________________

Email _____________________________________________________________________________________________(Required to confirm registration)

Payment Information

Credit Card: Visa American Express MasterCard Discover

Card Number ______________________________________________________________________________Expiration Date ____________________________________________________________________________Name as Shown on Card _____________________________________________________________________Signature __________________________________________________________________________

Registration Fee

Registration Type Early Bird (Before Feb. 6) Regular Rate

Individual $895 $995

Group $845 $945

February 27, 2012 – 8:00 a.m. – 4:00 p.m. The Westin in San Francisco

FOUR EASY WAYS TO REGISTER

Web: www.prnewsonline.com/digitalsummitsanfran13

Phone: 301-354-1694

Fax this completed form to: 301-309-3847

Mail this completed form to PR News/Saun Sayamongkhun4 Choke Cherry Rd, 2nd FloorRockville, MD 20850

When faxing or mailing, please photocopy the form for each registrant.Access Intelligence Federal Tax ID#: 52-2270063

Please make a copy of this registration form for each person you are registering.

Group = Per person fee for two or more from the same company.

Online: www.prnewsonline.com/digitalsummitsanfran13 Call: 301-354-1694 • Fax: 301-309-3847

Questions Contact: Marketing Coordinator, Saun Sayamongkhun at saun@accessintel.com.

Venue Information: The Westin in San Francisco, CA 50 Third Street

Hotel Room Block: The Westin San Francisco. PR News has arranged a room block at The Westin San Francisco for a rate of $319 a night.

For sponsorship information: Contact Diane Schwartz, SVP, PR News at dschwartz@accessintel.com.

Cancellations: All cancellations are subject to a $300 fee (per attendee). Before January 25, you will receive a refund, minus the fee. After January 25, your payment will be credited toward a future PR News Conference.

19860

Register at www.prnewsonline.com/digitalsummitsanfran13

San Francisco

Feb. 27