Get up to speed before the main conference with these in-depth, hands-on workshops *Extra fee to attend

Tuesday, April 16

9–10:30 a.m.

Why video is PR pros’ best friend—and how you can cozy up to it

Video content is the PR gift that keeps on giving—no matter your organization or industry focus. There’s a reason so many communicators are embracing it: It can elicit emotions in viewers, capture attention, help you stand out in a sea of PR and marketing messages, give you a media relations boost, help you cater to news media outlets, better communicate with your employees and stakeholders and drive your online engagement. What’s even better: You don’t have to recreate the wheel (or your content) for each initiative. Yusila Ramirez, PR manager for Nemours Children’s Hospital, and Nancy D’Argenio, PR manager for Nemours Children’s Health System, will show you how to build an effective video strategy and dive in with content that can make your PR efforts shine.

You’ll learn:

  • Tools and resources to edit your content and create a balanced video strategy without busting your budget
  • Tips to tailor and maximize your videos’ reach across platforms, audiences and channels
  • How to tell stories and show off data and subject matter experts with video
  • Ways to package and present your videos for all your communications needs (internal, local news, social media marketing, etc.)
  • How to use your online newsroom to showcase videos and as a one-stop shop for journalists
No Headshot
Nancy D’Argenio
Public relations manager
Nemours Children’s Health System
Read bio
Yusila Ramirez
Public relations manager
Nemours Children’s Hospital
Read bio
10:45 a.m.–12:15 p.m.

Craft outstanding content and achieve PR goals by channeling the power of influencers

In the digital age, PR pros’ battle for headlines and media coverage has extended to the fight to stand out against a sea of social media messages. If you’ve ever been asked to make a blog post, tweet or video “go viral,” you can relate to the hurdles of capturing audiences’ attention online and persuading them to act. The secret to success isn’t creating more content. Instead, boost brand recognition and grab engagement online by understanding your core audiences, creating content essential to them, and partnering with social media tastemakers to help amplify your efforts. In this interactive workshop, Matt Silverman, director of video for The Daily Dot, will showcase what PR pros can learn about outstanding content from influencers—and how you can effectively and sincerely deliver your messages to viewers. As you discuss your biggest challenges and brainstorm solutions, you’ll learn how to look at content creation and distribution through different eyes.

You’ll learn:

  • Crucial elements of the “content trifecta” that makes consumers want to click
  • Ways to identify and work with influencers who can boost your brand
  • How to bridge the gap between branded and influencer content
  • Ways to tap into consumers’ intent and desires when they’re searching Google or scrolling social media feeds
  • Tips for tactics and messages that ride the influencer wave and cut through social media noise
Matt Silverman
Director of video
The Daily Dot
Read bio
12:15 p.m.–1:30 p.m.

Lunch (provided on-site)

1:30-4:30 p.m.

Harness the power of brand journalism to grab PR and media relations gold

It’s hard to stand out from the crowd—but not impossible. Whether you’re aiming for an engaging social media post, an employee newsletter that captures eyeballs, a video that racks up views or a pitch that resonates with a reporter, you first have to flex your brand journalism muscles. The approach taps into your organization’s experts and experiences (the brand part) with real reporting and storytelling that sizzles (the journalism portion). Outstanding PR pros have pulled ahead of the competition by putting on their brand journalism hats and telling their organization’s and client’s most interesting stories—and you can, too. In this workshop, Mark Ragan and Jim Ylisela, co-owners of Ragan Consulting Group, will take you through brand journalism best practices and the techniques behind creating award-winning newsrooms—regardless of the size of your budget.

You’ll learn:

  • How to take over the publishing reins and stop begging reporters for media coverage
  • Your content’s crucial focal point (Hint: It’s about readers, not you)
  • Top email strategies to increase both views and brand loyalty
  • Tips to organize your communications strategies and content calendars based on the newsroom model
  • How to measure the effectiveness of content strategies and campaigns
Jim Ylisela
Co-Founder and Senior Partner
RCG
Read bio

Wednesday, April 17

9–10 a.m.
Opening keynote

Communicators in the digital age still must nail the fundamentals

The communications landscape has changed quite a bit in the last decade—and continues to shift as digital content and channels integrate all aspects of organizations and affect communications pros of all stripes. Yet, the responsibilities tasked to PR—from communicating crisis responses to building brand excitement ahead of a launch—still rely on communications elements underlining the core of the industry.

Dustee Tucker Jenkins, the global head of communications for Spotify, will share how she helped streamline PR efforts ahead of the company’s unique direct public listing for the world’s largest music streaming service along with how—and what—fundamental strategies are crucial to effective external communications, internal communications, media relations and more.

Dustee Tucker Jenkins
Global head of communications and public relations
Spotify
Read bio
10:10-11 a.m.

How PR pros can drive coverage and conversation in the future of media relations

The digital revolution has transformed the news media landscape and greatly altered media relations. As newsrooms continue to shrink and news media outlets vie for readers’ attention with a multitude of content formats and compelling (or even interactive) stories, PR pros must adjust to the rising tide to secure coverage and boost their brands. The ease of publishing corporate content as well as the effect of fake news on both social media platforms and news media outlets presents opportunities—as well as stumbling blocks. Gregory Galant, founder and CEO of Muck Rack and The Shorty Awards, will share insights and data from journalists and show you how to embrace the trends that are changing the face of media relations.

You’ll learn:

  • How journalists use social media—and the do’s and don’ts of online pitching
  • The pitfalls of fake news and PR pros’ responsibility in the fight against it
  • Tools and techniques you can harness to quickly respond to breaking news and trends
  • How to bridge the gap between traditional media relations and emerging best practices
  • Ways to boost your brand’s buzz before securing media coverage—and how to extend your coverage wins
Greg Galant
CEO
Muck Rack
Read bio
11:10 a.m.-noon
Panel

Take the social media reins to drive your brand online and beyond

As audiences becoming increasingly more mobile and tuned into social media platforms, PR pros must plan and execute campaigns with digital channels at the forefront—or risk losing out on audience attention and engagement. In this interactive panel, you’ll have the opportunity to ask social media experts your most pressing questions about online trends, takeaways and insights that can power your communications and make you a more well-rounded and successful PR pro.

You’ll learn:

  • How social media strategies can complement your PR and media relations efforts
  • The latest trends and tactics to grab attention and engagement online
  • Ways to strengthen your social media skills
  • How to tailor content across channels and work with teams throughout your organization to get the most out of what you create
  • Tips for avoiding or minimizing social media crises
Lisa Schneider
Chief Digital Officer
Merriam-Webster
Read bio
Amanda Miller
Senior director of corporate communications
PayPal
Read bio
Chad Parizman
Senior Director of Activation
Pfizer
Read bio
Mallorie Rosenbluth
Senior manager of social media and influencer marketing
Grubhub
Read bio
Brandi Boatner
Manager, Digital Advocacy Communications
IBM
Read bio
Noon-1:10 p.m.

Networking lunch

(provided on-site)

1:10-2 p.m.

Beyond the press release: How content can revitalize your PR efforts

Pitching still occupies a large chunk of PR pros’ time and responsibilities as organizations and clients call for media coverage. However, as more and more stories saturate print publications, online news outlets and social media platforms, PR pros must do more than deliver a compelling pitch to create brand buzz. Molly Mita, communications manager at ESPN, will show how the organization is moving beyond the press release without abandoning it, along with insights and ideas to inspire PR creativity by creating consumable, authentic content that speaks to your organization’s voice and goals.

You’ll learn:

  • Ways to gather content analytics and data to learn what types of content and stories your audience wants to consume
  • How to tell your organization’s stories and weave in corporate messaging with innovative, new angles to capture attention
  • How videos and images can power your content efforts—as well as spice up your pitching
  • Tips for getting your organization’s stakeholders involved in the content creation and distribution process
  • How to identify stories that make people click—and how to publish them yourself
Molly Mita
Communications manager
ESPN
Read bio
2:10-3 p.m.

Panel: Hone your media relations mastery in the “Pitch Tank”

The communications industry is constantly growing and changing, but many PR pros still spend a large chunk of their time pitching reporters and securing media coverage for their organizations and clients. As newsroom resources diminish and the fight for consumers’ attention rises, PR pros have unique opportunities to tell their stories and grab media mentions—but only if they’re savvy. Can you survive the waters in the “Pitch Tank” and deliver a pitch worthy of a headline? In this interactive panel of journalists from the BBC, Glossy and Forbes, moderated by Muck Rack CEO Greg Galant, you’ll have the opportunity to pitch a story and receive real-time feedback. You can also gain answers to your most pressing questions to help you create tighter, more effective story hooks.

You’ll participate by: 

  • Coming up with a short, catchy story pitch (bonus if it includes a photo!)
  • Tweeting that pitch under the #RaganPR hashtag  
  • Answering questions about your pitch and listening to feedback from our panel of journalists
  • Submitting media relations and pitching questions to panelists through our Social Q&A tool in the app
Alexandra Wilson
Associate editor
Forbes
Read bio
S.J. Velasquez
Homepage producer
BBC
Read bio
Emma Sandler
Beauty and wellness journalist
Glossy
Read bio
Greg Galant
CEO
Muck Rack
Read bio
3-3:30 p.m.

Networking break

3:30-4:20 p.m.

Inside the newsroom: Pitching tips and tricks to stake your media coverage claim

As a veteran journalist and Money editor at Reuters, Lauren Young doesn’t ask a lot of questions—she demands answers. It’s a trait possessed by reporters looking to serve their readers with news, trends and scoops—hot off the presses (or internet). As newsrooms grow smaller and reporters’ plates are piled higher, PR pros need to be more strategic than ever to connect with members of the news media and help them tell outstanding stories—while also grabbing media coverage for their organization or client. The secret to success lies in the art of the pitch. In this interactive fireside session, you’ll be invited to ask questions as Young will share the elements of pitches that entice reporters—as well as those that make them turn away. Josh Criscoe, head of financial communications for PayPal, will moderate the discussion.

You’ll learn:

  • The components of outstanding pitches that can turn into storytelling gold
  • How to give reporters what they want, when they want it
  • Ways to tailor your pitches to ensure relevance and timeliness
  • Tips to enhance relationships and boost pitching success through social media
  • The best methods to connect with reporters
Lauren Young
Workplace Expert and Editor of Digital Special Projects
Reuters
Read bio
Josh Criscoe
Senior manager of corporate and financial communications
PayPal
Read bio
4:30-5:30 p.m.
Special keynote

Aligning around values: Leveraging a corporate affairs model to build company reputation and brand loyalty

Perhaps more now than any other time in human history, we require responsible and values-driven organizations that have the vision and courage to stand up for basic human values, as well as the commitment to leverage their unique resources and expertise for broader social, economic and environmental benefit. Consumers are becoming more conscious and corporate affairs teams are held increasing accountable for the degree to which they contribute to achieving overall company mission and business strategies, responsible for creating a clear connection between their organization’s values and the value that they generate for both internal and external stakeholders.

 In this fireside keynote, Franz Paasche, senior vice president of corporate affairs and communications forPayPal, will share his insights on the value of a corporate affairs model in crafting mission-driven messaging, managing reputation and risk, and cultivating brand trust in an increasingly turbulent and politically charged media relations landscape. The conversation will be hosted by Michael Stewart, global vice chairman at Edelman.

Michael Stewart
Global vice chairman
Edelman
Read bio
Franz Paasche
Senior vice president of corporate affairs and communications
PayPal
Read bio
5:30-7:30 p.m.

Networking cocktail party

Join peers and conference speakers at PayPal’s brass-and-travertine bar for a networking party with a view of Washington Street. You’ll see why the space was awarded NYCxDesign’s 2018 Tech Office Winner as you enjoy great conversations and superb food and drink. You’ll also get the opportunity to tour PayPal’s Innovation Showcase.

Thursday, April 18

8:30-9:20 a.m.

Bolster your reputation through a strong brand voice

Building and protecting their organizations’ or clients’ reputations are some of PR pros’ top aims—and doing so means aligning communications efforts with other departments and stakeholders to maintain a seamless brand presence across channels and to all audiences, including investors, consumers, influencers and more. Kristal Howard, head of corporate communications and media relations for Kroger, will share lessons learned from the chain’s “Restock Kroger” strategy and campaign focusing on telling compelling stories from America’s largest grocer, along with how you can strengthen your reputation by building a solid and consistent brand voice.

You’ll learn:

  • Ways to tailor content and provide excellent experiences to each audience—while staying true to your brand voice
  • Tips for executing an “always on” media relations strategy to boost your messages and take advantage of scarce resources
  • How to create an integrated communications strategy with a consistent tone across departments
  • Tips for strengthening your organization’s brand and corporate reputation as consumer trust erodes
  • How to increase authenticity, answer concerns and avoid crises—all while staying on message and on brand
Kristal Howard
Head of Corporate Communications and Media Relations
Kroger
Read bio
9:30-10:20 a.m.

Make PR magic—even when there’s no news to share

Your job doesn’t stop between product releases and corporate activity. In fact, a PR pro’s greatest value to an organization can be keeping brand awareness alive and sentiment high during times when there isn’t any obvious “news” to share. Over the past year, Kate Rambo, director of public relations at Monster, has developed a host of strategies to keep the brand in the public eye in between press releases. She’s found and created powerful stories from data, maximized the organization’s leadership and turned “newsjacking” into more than just a buzzword. In this presentation, she will share her tactics for keeping up a steady drumbeat of earned media and talk about how you can take your stories beyond the vanilla press release.

You’ll learn:

  • Ways to create and harness data to tell interesting stories
  • Tips for turning your executives into experts
  • Strategies for tapping into news moments and flashpoints
  • How to highlight your messages and value propositions with clickable articles, videos and posts
Kate Rambo
Director of public relations
Monster
Read bio
10:30-11:20 a.m.

Build a PR strategy that grabs the lion’s share of media coverage and brand buzz

Landing a spot in on a coveted network or in a top-tier publication requires proper preparation to set up—and seize upon—opportunities to build your organization’s brand. However, the work doesn’t stop once the article or interview is clinched. To truly accelerate your PR efforts and help you stand out from the pack, you must arm yourself with stories and skills that can help you run with a multitude of content across platforms and answer the call of any reporter. Farley Fitzgerald, senior manager of marketing and engagement for National Geographic, will share lessons learned from the organization’s Photo Ark program—along with the PR wins that you can gain when you use resources wisely and get your team involved.

You’ll learn:

  • How to get your organization’s stakeholders involved in boosting your campaigns
  • Tips for creating communications strategies that reach multiple audiences and help drive PR, marketing and branding initiatives
  • Elements of a reactive media toolkit that helps you jump on coverage opportunities
  • How to get the most out of each program, content piece and campaign you create
  • Takeaways for coordinating across departments and teams to streamline your messages and efforts
Farley Fitzgerald
Senior manager of marketing and engagement
National Geographic Society
Read bio
11:30 a.m.-12:30 p.m.
Closing keynote

Take the reins: How PR pros can powerfully communicate in the ‘fake news’ era

Advancements with technology, social media platforms and mobile devices have disrupted the traditional communications model, which presents both tough challenges and outstanding opportunities. Though PR pros must monitor and prepare to defend their organizations’ reputations at a moment’s notice, you can also reach and interact with their audiences better than ever before.

Errol Cockfield, senior vice president of communications for MSNBC, will show the risks in this quickly moving social media landscape that is becoming increasingly more crowded with political and social issues PR pros must navigate. He will also show the power social and digital channels have in communicators’ hands, especially when using defensive PR strategies to bolster your organization’s image, take advantage of the fast-pace news cycle, and cover crucial elements of reputation management.

Errol Cockfield
Senior vice president of communications
MSNBC
Read bio

Wednesday, April 17

9–10 a.m. Eastern time
Opening keynote

Communicators in the digital age still must nail the fundamentals

The communications landscape has changed quite a bit in the last decade—and continues to shift as digital content and channels integrate all aspects of organizations and affect communications pros of all stripes. Yet, the responsibilities tasked to PR—from communicating crisis responses to building brand excitement ahead of a launch—still rely on communications elements underlining the core of the industry.

Dustee Tucker Jenkins, the global head of communications for Spotify, will share how she helped streamline PR efforts ahead of the company’s unique direct public listing for the world’s largest music streaming service along with how—and what—fundamental strategies are crucial to effective external communications, internal communications, media relations and more.

Dustee Tucker Jenkins
Global head of communications and public relations
Spotify
Read bio
10:10-11 a.m. Eastern time

How PR pros can drive coverage and conversation in the future of media relations

The digital revolution has transformed the news media landscape and greatly altered media relations. As newsrooms continue to shrink and news media outlets vie for readers’ attention with a multitude of content formats and compelling (or even interactive) stories, PR pros must adjust to the rising tide to secure coverage and boost their brands. The ease of publishing corporate content as well as the effect of fake news on both social media platforms and news media outlets presents opportunities—as well as stumbling blocks. Gregory Galant, founder and CEO of Muck Rack and The Shorty Awards, will share insights and data from journalists and show you how to embrace the trends that are changing the face of media relations.

You’ll learn:

  • How journalists use social media—and the do’s and don’ts of online pitching
  • The pitfalls of fake news and PR pros’ responsibility in the fight against it
  • Tools and techniques you can harness to quickly respond to breaking news and trends
  • How to bridge the gap between traditional media relations and emerging best practices
  • Ways to boost your brand’s buzz before securing media coverage—and how to extend your coverage wins
Greg Galant
CEO
Muck Rack
Read bio
11:10 a.m.-noon Eastern time
Panel

Take the social media reins to drive your brand online and beyond

As audiences becoming increasingly more mobile and tuned into social media platforms, PR pros must plan and execute campaigns with digital channels at the forefront—or risk losing out on audience attention and engagement. In this interactive panel, you’ll have the opportunity to ask social media experts your most pressing questions about online trends, takeaways and insights that can power your communications and make you a more well-rounded and successful PR pro.

You’ll learn:

  • How social media strategies can complement your PR and media relations efforts
  • The latest trends and tactics to grab attention and engagement online
  • Ways to strengthen your social media skills
  • How to tailor content across channels and work with teams throughout your organization to get the most out of what you create
  • Tips for avoiding or minimizing social media crises
Lisa Schneider
Chief Digital Officer
Merriam-Webster
Read bio
Amanda Miller
Senior director of corporate communications
PayPal
Read bio
Chad Parizman
Senior Director of Activation
Pfizer
Read bio
Mallorie Rosenbluth
Senior manager of social media and influencer marketing
Grubhub
Read bio
Brandi Boatner
Manager, Digital Advocacy Communications
IBM
Read bio
1:10-2 p.m. Eastern time

Beyond the press release: How content can revitalize your PR efforts

Pitching still occupies a large chunk of PR pros’ time and responsibilities as organizations and clients call for media coverage. However, as more and more stories saturate print publications, online news outlets and social media platforms, PR pros must do more than deliver a compelling pitch to create brand buzz. Molly Mita, communications manager at ESPN, will show how the organization is moving beyond the press release without abandoning it, along with insights and ideas to inspire PR creativity by creating consumable, authentic content that speaks to your organization’s voice and goals.

You’ll learn:

  • Ways to gather content analytics and data to learn what types of content and stories your audience wants to consume
  • How to tell your organization’s stories and weave in corporate messaging with innovative, new angles to capture attention
  • How videos and images can power your content efforts—as well as spice up your pitching
  • Tips for getting your organization’s stakeholders involved in the content creation and distribution process
  • How to identify stories that make people click—and how to publish them yourself
Molly Mita
Communications manager
ESPN
Read bio
2:10-3 p.m. Eastern time

Panel: Hone your media relations mastery in the “Pitch Tank”

The communications industry is constantly growing and changing, but many PR pros still spend a large chunk of their time pitching reporters and securing media coverage for their organizations and clients. As newsroom resources diminish and the fight for consumers’ attention rises, PR pros have unique opportunities to tell their stories and grab media mentions—but only if they’re savvy. Can you survive the waters in the “Pitch Tank” and deliver a pitch worthy of a headline? In this interactive panel of journalists from the BBC, Glossy and Forbes, moderated by Muck Rack CEO Greg Galant, you’ll have the opportunity to pitch a story and receive real-time feedback. You can also gain answers to your most pressing questions to help you create tighter, more effective story hooks.

You’ll participate by: 

  • Coming up with a short, catchy story pitch (bonus if it includes a photo!)
  • Tweeting that pitch under the #RaganPR hashtag  
  • Answering questions about your pitch and listening to feedback from our panel of journalists
  • Submitting media relations and pitching questions to panelists through our Social Q&A tool in the app
Alexandra Wilson
Associate editor
Forbes
Read bio
S.J. Velasquez
Homepage producer
BBC
Read bio
Emma Sandler
Beauty and wellness journalist
Glossy
Read bio
Greg Galant
CEO
Muck Rack
Read bio
3:30-4:20 p.m. Eastern time

Inside the newsroom: Pitching tips and tricks to stake your media coverage claim

As a veteran journalist and Money editor at Reuters, Lauren Young doesn’t ask a lot of questions—she demands answers. It’s a trait possessed by reporters looking to serve their readers with news, trends and scoops—hot off the presses (or internet). As newsrooms grow smaller and reporters’ plates are piled higher, PR pros need to be more strategic than ever to connect with members of the news media and help them tell outstanding stories—while also grabbing media coverage for their organization or client. The secret to success lies in the art of the pitch. In this interactive fireside session, you’ll be invited to ask questions as Young will share the elements of pitches that entice reporters—as well as those that make them turn away. Josh Criscoe, head of financial communications for PayPal, will moderate the discussion.

You’ll learn:

  • The components of outstanding pitches that can turn into storytelling gold
  • How to give reporters what they want, when they want it
  • Ways to tailor your pitches to ensure relevance and timeliness
  • Tips to enhance relationships and boost pitching success through social media
  • The best methods to connect with reporters
Lauren Young
Workplace Expert and Editor of Digital Special Projects
Reuters
Read bio
Josh Criscoe
Senior manager of corporate and financial communications
PayPal
Read bio
4:30-5:30 p.m. Eastern time
Special keynote

Aligning around values: Leveraging a corporate affairs model to build company reputation and brand loyalty

Perhaps more now than any other time in human history, we require responsible and values-driven organizations that have the vision and courage to stand up for basic human values, as well as the commitment to leverage their unique resources and expertise for broader social, economic and environmental benefit. Consumers are becoming more conscious and corporate affairs teams are held increasing accountable for the degree to which they contribute to achieving overall company mission and business strategies, responsible for creating a clear connection between their organization’s values and the value that they generate for both internal and external stakeholders.

 In this fireside keynote, Franz Paasche, senior vice president of corporate affairs and communications forPayPal, will share his insights on the value of a corporate affairs model in crafting mission-driven messaging, managing reputation and risk, and cultivating brand trust in an increasingly turbulent and politically charged media relations landscape. The conversation will be hosted by Michael Stewart, global vice chairman at Edelman.

Michael Stewart
Global vice chairman
Edelman
Read bio
Franz Paasche
Senior vice president of corporate affairs and communications
PayPal
Read bio

Thursday, April 18

8:30-9:20 a.m. Eastern time

Bolster your reputation through a strong brand voice

Building and protecting their organizations’ or clients’ reputations are some of PR pros’ top aims—and doing so means aligning communications efforts with other departments and stakeholders to maintain a seamless brand presence across channels and to all audiences, including investors, consumers, influencers and more. Kristal Howard, head of corporate communications and media relations for Kroger, will share lessons learned from the chain’s “Restock Kroger” strategy and campaign focusing on telling compelling stories from America’s largest grocer, along with how you can strengthen your reputation by building a solid and consistent brand voice.

You’ll learn:

  • Ways to tailor content and provide excellent experiences to each audience—while staying true to your brand voice
  • Tips for executing an “always on” media relations strategy to boost your messages and take advantage of scarce resources
  • How to create an integrated communications strategy with a consistent tone across departments
  • Tips for strengthening your organization’s brand and corporate reputation as consumer trust erodes
  • How to increase authenticity, answer concerns and avoid crises—all while staying on message and on brand
Kristal Howard
Head of Corporate Communications and Media Relations
Kroger
Read bio
9:30-10:20 a.m. Eastern time

Make PR magic—even when there’s no news to share

Your job doesn’t stop between product releases and corporate activity. In fact, a PR pro’s greatest value to an organization can be keeping brand awareness alive and sentiment high during times when there isn’t any obvious “news” to share. Over the past year, Kate Rambo, director of public relations at Monster, has developed a host of strategies to keep the brand in the public eye in between press releases. She’s found and created powerful stories from data, maximized the organization’s leadership and turned “newsjacking” into more than just a buzzword. In this presentation, she will share her tactics for keeping up a steady drumbeat of earned media and talk about how you can take your stories beyond the vanilla press release.

You’ll learn:

  • Ways to create and harness data to tell interesting stories
  • Tips for turning your executives into experts
  • Strategies for tapping into news moments and flashpoints
  • How to highlight your messages and value propositions with clickable articles, videos and posts
Kate Rambo
Director of public relations
Monster
Read bio
10:30-11:20 a.m. Eastern time

Build a PR strategy that grabs the lion’s share of media coverage and brand buzz

Landing a spot in on a coveted network or in a top-tier publication requires proper preparation to set up—and seize upon—opportunities to build your organization’s brand. However, the work doesn’t stop once the article or interview is clinched. To truly accelerate your PR efforts and help you stand out from the pack, you must arm yourself with stories and skills that can help you run with a multitude of content across platforms and answer the call of any reporter. Farley Fitzgerald, senior manager of marketing and engagement for National Geographic, will share lessons learned from the organization’s Photo Ark program—along with the PR wins that you can gain when you use resources wisely and get your team involved.

You’ll learn:

  • How to get your organization’s stakeholders involved in boosting your campaigns
  • Tips for creating communications strategies that reach multiple audiences and help drive PR, marketing and branding initiatives
  • Elements of a reactive media toolkit that helps you jump on coverage opportunities
  • How to get the most out of each program, content piece and campaign you create
  • Takeaways for coordinating across departments and teams to streamline your messages and efforts
Farley Fitzgerald
Senior manager of marketing and engagement
National Geographic Society
Read bio
11:30 a.m.-12:30 p.m. Eastern time
Closing keynote

Take the reins: How PR pros can powerfully communicate in the ‘fake news’ era

Advancements with technology, social media platforms and mobile devices have disrupted the traditional communications model, which presents both tough challenges and outstanding opportunities. Though PR pros must monitor and prepare to defend their organizations’ reputations at a moment’s notice, you can also reach and interact with their audiences better than ever before.

Errol Cockfield, senior vice president of communications for MSNBC, will show the risks in this quickly moving social media landscape that is becoming increasingly more crowded with political and social issues PR pros must navigate. He will also show the power social and digital channels have in communicators’ hands, especially when using defensive PR strategies to bolster your organization’s image, take advantage of the fast-pace news cycle, and cover crucial elements of reputation management.

Errol Cockfield
Senior vice president of communications
MSNBC
Read bio