Here’s just a taste of what attending a PR News conference is like.
Registration & Networking Breakfast
Wake-Up Call: The Realities of Being a “Social Business” and the Opportunities for Visionary Communicators
For all of the talk of being a “social business,” what does it really mean, and what are the responsibilities—not just the opportunities—that come along with it? What is the economic, and non-market, logic that shapes participation in a digital age, and how should communicators be thinking differently about their role in an era of spreadability? This session looks at the current communication landscape and what is required of communicators to lead their organizations into the future—and elevate/transform the role of corporate communication/public relations in their enterprise in the process.
- A snapshot of what participation means in a digital age—with a focus on a wider range of online audience activity that communicators should focus on, beyond the traditional, brand-centric focus
- A consideration of the immense business importance of listening and empathy, and the true meaning of engagement in social spaces
- The importance of quality content and storytelling in the social media space
- New job titles, roles and ways of working that are arising in the communication space—and that those who will lead communications into the future will need to know
- Examples and case studies we can all learn from
Bonus: Guide to the New Social Network Sites and Apps
Your Most Trusted Brand Communicators: How to Create Brand Advocates Through Social Sharing
You may be a communications staff of one, but you can create an army of advocates if you know how to inspire employees and your community to be social media brand ambassadors. Employees, in particular, are frequently viewed as having more credibility than a company’s executives, and consumer opinions are highly valued in the purchase process. This session will examine how to establish advocacy on social media and use these ambassadors to build visibility and trust for your brand.
You’ll learn how to:
- Determine the level of employee engagement within your organization and how to improve it
- Develop and share best practices for employee engagement on social media
- Identify potential external advocates
- Engage advocates to inspire their input and continued posting
- Measure the success of your advocacy initiative
Bonus Checklist: 5 Suggested Actions to Create Brand Advocates
Blogs That Break Through: Strategies to Amplify Your Trusted Content
When you hear the catchphrase that “every organization is a media company,” what that really means is that authoritative content tied to your organizational goals is the most powerful PR/marketing strategy there is in the social economy. Learn how to develop a blogging strategy that is inextricable from your organization’s PR, advertising, marketing and business goals.
In the this session you’ll learn how to:
- Develop a blogging strategy that is right for your brand
- Get internal buy-in and resources for your blogging strategy
- Find the best blogging voices within your own organization—and outside your organization
- Establish and enforce an editorial calendar and internal policy for blogging
- Amplify your blog content across all social channels
Bonus Checklist: How to Develop Relationships With Bloggers
Luncheon Keynote: A Conversation with Digital Futurist Brian Solis
Digital analyst, business strategist, futurist and author Brian Solis will discuss insights from his latest book, “What’s the Future of Business?” and present his vision of how PR and marketing professionals can help their organizations adapt to the transformed expectations of their key stakeholders. He’ll also talk about the need for communicators to perpetually reinvent themselves to thrive in the coming years.
Social Media Tactics for the First Hour of a Brand Crisis
Your brand is never more visible than it is during a crisis. For professional communicators, message management on social media during a crisis is where their skills are often best put to the test, and where the value of PR is often most apparent. Learn from crisis experts how to best handle that first hour of a crisis on social networks.
In this session you’ll learn how to:
- Anticipate the types of crises that can hit your brand and create a framework for response on social media
- Monitor social media channels for potentially damaging news and comments
- Create a response team that can implement the crisis plan and respond to negative commentary
- Craft a core message that can be communicated to all social media channels
- Ensure that internal and external communications are consistent
How to Develop Social Media Metrics That Matter to Your Senior Leaders
Brand visibility on social networks means little if that visibility cannot be demonstrated to move the needle for your organization’s goals. Our social media measurement experts will share ways in which you can tap into senior management and make them partners in your digital communications—and develop the metrics that prove the value of your efforts.
In this session you’ll learn how to:
- Set measurable goals and objectives that will guide your overall strategy
- Establish key performance indicators that are relevant to your work
- Measure social media efforts that mean something to you and to senior leaders
- Establish clear expectations from senior leaders of your social media strategy
- Create concise measurement reports that accurately and effectively track your progress on social media
Bonus Tip Sheet: 5 Metrics to Measure Business Results
Get ready to share ideas, insights and business cards in this fast-paced round-robin session with your fellow attendees. You’ll walk away with dozens of new contacts and potential business partners.
Case Studies: Twitter Campaigns That Affect the Bottom Line
Making Twitter work for your bottom line is about more than posting a daily quota of tweets and waiting for followers to retweet. As a communicator, you need to battle the notion that Twitter can sap your team of valuable time and energy, and show how the brand visibility you gain on Twitter ties into your organizational goals. In this session, you’ll get case studies that will show you how you can launch Twitter campaigns that build your business.
You’ll learn how to:
- Use Twitter to promote your products and business effectively
- Create a Twitter campaign that engages existing followers and generates new ones
- Explore Twitter’s paid media options, including promoted tweets and promoted trends
- Use Twitter’s conversion tracking tool to visualize the conversion rate of your tweet campaign
Case Studies: Effective Brand Storytelling on Facebook
Of the millions of brand pages on Facebook, the ones that stand out do so because they have a strong visual component. This session will demonstrate the best examples of brand storytelling on Facebook and teach you how to create your own visual content that will show up in users’ news feeds.
In this session you will learn how to:
- Find, create and share images and video that will rank high in your followers’ news feeds
- Develop an editorial calendar for posting content on your page
- Understand just how the Facebook algorithm emphasizes specific types of content
- Use the right mix of visuals and text in your Facebook posts to drive maximum engagement
- Create and post shareworthy visual content
- Use Facebook analytics tools to track your page metrics
Bonus Checklist: 5 Tips to Manage Your Facebook Pages