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Customize your experience by choosing a track:

The Digital Marketing Track focuses on ways to incorporate tools like SEO, personas and video to define online audiences, improve searchability and tap into the power of storytelling within your communications efforts.

The Integrated Strategy Track highlights best practices for creating powerful customer journeys across multiple communications channels, including ways to anchor multichannel strategies with content, defining objectives for integration and adding paid media to boost owned and earned results.

The PRSA Marketing and Digital Communications Conference is an exciting new conference for communications professionals that is designed to immerse them in the world of integrated marketing communications. Over the course of this fast-paced, unique event, attendees will learn how owned, earned and paid media work together to build communications campaigns that deliver extraordinary results.

This conference will help communicators understand and gain knowledge in the areas of digital and traditional marketing that intersect with communications practices. Communicators will learn from experts in the fields of digital and traditional marketing to help build a stronger foundation in components of marketing that consistently overlap with communications. Attendees will leave with a new perspective on ways to integrate aspects of digital marketing, social media and public relations into an overall integrated marketing campaign including paid social advertising, integrated goals and objectives, site traffic, personas and more!

DIGITAL MARKETING

INTEGRATED STRATEGY

OVERVIEW

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THURSDAY,DEC. 6:

DIGITAL MARKETING

INTEGRATED STRATEGY

8:15–9:15 a.m.

Registration & Breakfast

9:15 a.m. Welcome Address

9:30–11 a.m.Opening Keynote:

Creating Content for a New Generation of Consumers

11–11:15 a.m. Break

11:15 a.m.– 12:45 p.m.

Using Personas to BoostCommunications Results

Integration Is the Future of Communication

12:45–1:45 p.m.

Lunch

1:45–3:15 p.m.

The Role of Search EngineOptimization in Integrated Communications

How to Add Paid Media to the Owned Media Mix for Stronger Results

3:15–3:30 p.m. Break

3:30–5 p.m.

Digital Case Study: Why “Saturday Night Live”Storytelling Tactics (Still) Work: Guiding Principles of Successful Long-Term Engagement

Marketing Case Study:Corporate Brand Journalism: How to Unlock Corporate Storytelling Inside a Fortune 200 Company

5:30 p.m. Networking Reception

F R I D A Y, DEC. 7:

8:30–9:30 a.m. Breakfast

9:30–11 a.m.

Closing Keynote: Survival Planning: Busting Silos, Breaking Bad Habits and

Embracing Your Heresy in Order to Return to Growth

11–11:15 a.m. Break

11:15–Noon Roundtable Discussions

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SCHEDULE AT-A-GLANCE

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THURSDAY,DEC. 6:

DIGITAL MARKETING

INTEGRATED STRATEGY

8:15–9:15 a.m.

Registration & Breakfast

9:15 a.m. Welcome Address

9:30–11 a.m.Opening Keynote:

Creating Content for a New Generation of Consumers

11–11:15 a.m. Break

11:15 a.m.– 12:45 p.m.

Using Personas to BoostCommunications Results

Integration Is the Future of Communication

12:45–1:45 p.m.

Lunch

1:45–3:15 p.m.

The Role of Search EngineOptimization in Integrated Communications

How to Add Paid Media to the Owned Media Mix for Stronger Results

3:15–3:30 p.m. Break

3:30–5 p.m.

Digital Case Study: Why “Saturday Night Live”Storytelling Tactics (Still) Work: Guiding Principles of Successful Long-Term Engagement

Marketing Case Study:Corporate Brand Journalism: How to Unlock Corporate Storytelling Inside a Fortune 200 Company

5:30 p.m. Networking Reception

F R I D A Y, DEC. 7:

8:30–9:30 a.m. Breakfast

9:30–11 a.m.

Closing Keynote: Survival Planning: Busting Silos, Breaking Bad Habits and

Embracing Your Heresy in Order to Return to Growth

11–11:15 a.m. Break

11:15–Noon Roundtable Discussions

Today’s consumer of content is getting younger – does your brand know the latest content formats and platforms to reach this important group of consumers? Get an inside look at what one of the world’s top news content creators is doing to evolve its content into the future. From the strategy for its new Snapchat and Instagram show for Gen-Z, to its OTT (Over-The-Top) network for millennials, content powerhouse NBC News will share future-centric digital strategy.

By the end of this session, participants will be able to: • Explain how the industry is viewing digital content for generations

and audiences beyond television.• Define the ways advertisers and marketers can benefit from new

types of content.• Demonstrate how communicators can best work with news

content creators like NBC News.

Speaker:

Creating Content for a New Generation of ConsumersTHURSDAY, DEC. 6 • 9:30–11 A.M.

ASHLEY PARRISH

VP of Strategic Content, NBC NewsExecutive Producer, TODAY

OPENING KEYNOTE

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Using Personas to Boost Communications ResultsTHURSDAY, DEC. 6 • 11:15 A.M.–12:45 P.M.

As communications becomes more integrated with other areas of the marketing landscape, communicators need to incorporate best practices based on accelerating the overall customer experience. Learn how to rapidly develop and implement personas into your own daily communications routine and identify key behaviors to accelerate results and improve your pitch-to-placement ratio.

By the end of this session, participants will be able to:

• Define the framework to build personas quickly.• Analyze the characteristics and examples of the primary personas

used by communicators.• List the primary ways to incorporate personas into daily

communications tactics.• Discover more ways to use behavior to boost communications

results.

Speaker:

BONNIE HARRIS

CEOWax Marketing

#PRSAMKTGDIG

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The Role of Search Engine Optimization in Integrated CommunicationsTHURSDAY, DEC. 6 • 1:45–3:15 P.M.

Today’s earned media is gained as much or more from inbound interest as it is from outreach. In this presentation, participants will receive an understanding of search engine optimization technique basics and how SEO can be effectively used to boost earned media results, from optimizing press releases to creating owned media that will get exposure in search engine news results.

By the end of this session, participants will be able to:

• Explain the basics of search engine optimization as it relates to communications.

• Define specific areas where SEO adds value to communications efforts.

• Understand how to create optimized press releases and content that gets picked up in search engine news results.

• Determine how to work with SEO teams and marketing to align communications efforts for greater success.

Speaker:

JUSTIN SEIBERT

PresidentDirect Online

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Social media marketing is like working to create your own or your brand’s own “SNL” show. In order to be heard, you need fresh, consistent content; it needs to be aligned to the target demo and distributed where the demo is. “SNL” is all about capturing attention, just like social media, in order to show and tell your story with the intent of making the user/prospect interested to learn more and engage further.

Imagine you are Lorne Michaels, the creator and executive producer of your own (social media) show. If your content is boring, not meaningful, inconsistent or just MIA, prospects will move on — quickly. This case study will share insights gleaned from John Rosenblatt’s time working at “SNL” and focus on when the show first created content for social media through the development of the “SNL Digital Short.” Attendees will learn to create standout results in their own work and that of their clients when deploying social media.

Speaker:

Why “Saturday Night Live” Storytelling Tactics (Still) Work: Guiding Principles of Successful Long-Term EngagementTHURSDAY, DEC. 6 • 3:30–5 P.M.

JOHN ROSENBLATT

Director and ProducerRosey Media

CASE STUDY

#PRSAMKTGDIG

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Integration Is the Future of CommunicationTHURSDAY, DEC. 6 • 11:15 A.M.–12:45 P.M.

In this session, participants will hear how the Mayo Clinic completely reorganized and modernized the communications department at one of the largest and most respected health care organizations, and found communications success by leading with content. Additionally, tips on implementing industry best practices will be shared by Amy Davis, who leads the Mayo team, and content marketing expert Lisa Arledge Powell. This hands-on, interactive session will give you take-home information to transform the way you look at content in your organization, whether you are a department of one, 10 or 100.

By the end of this session, participants will be able to:

• Define how integration of content within the communications department can benefit their organization.

• Decipher best practices for building support for integration internally.

• Create a toolbox of tips and tactics that can help them implement more integrated content strategies across their brand.

Speakers:

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AMY DAVIS

Division Chair, Communications, Public AffairsMayo Clinic

LISA ARLEDGE-POWELL

PresidentMediaSource

How to Add Paid Media to the Owned Media Mix for Stronger ResultsTHURSDAY, DEC. 6 • 1:45–3:15 P.M.

Everyone knows the lines between paid, owned and earned media are becoming increasingly blurred. Today’s communicators must understand more about marketing tactics and where they can complement ongoing communications campaigns. Armed with this knowledge, communicators can add paid media strategies and tactics to boost the performance of communications campaigns for both owned and earned media.

By the end of this session, participants will be able to:

• Define the opportunities where small budgets for paid media can yield big results.

• Understand the best practices for choosing when and where to add paid media to a communications campaign.

• Measure the success of paid media where communications goals are concerned.

Speaker:

JON LORENZINI

FounderCrabbr

#PRSAMKTGDIG

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Trying to make a change in your content approach but don’t want to shift the core team? Then this session is for you. Join Whirlpool Corporation’s content strategy lead Monica Teague Clark to learn how this Fortune 200 company flipped the way a century-old organization viewed content, built a powerhouse newsroom and kept the house of brands relevant. Four years ago, Monica Teague Clark launched the organization’s global newsroom to share ideas across the organization. Today, the brand’s top communications minds gather in this hub to proactively protect, promote and enhance the reputation of Whirlpool Corporation.

By the end of this session, participants will be able to:

• Describe different content best practices from Whirlpool Corporation.• Define a UFO and why it should be a core part of your brand’s storytelling strategy.• Illustrate how brands can seamlessly work with an agency on content initiatives.• Determine ways to start thier own proactive corporate newsroom.

Speakers:

Marketing Case Study:Corporate Brand Journalism: How to Unlock Corporate Storytelling Inside a Fortune 200 CompanyTHURSDAY, DEC. 6 • 3:30–5 P.M.

CASE STUDY

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MONICA TEAGUE CLARK

Head of Communication, Pizza Hut International Yum! Brands

CHAD PARKSVice President/ Senior Media SpecialistKetchum

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Whether we like it or not, and whether we recognize it or not, we’re all in the survival business nowadays. Stakes have never been this high, and the consequences of lethargy, procrastination, risk-averse behavior and innovation avoidance are palpable and irreversible. Entire companies, sectors or industries are falling like flies due to a perfect storm of entrepreneurial momentum, technology advancement and consumer apathy.

Now is the time to rethink “business as usual,” ask tough questions and make tough decisions and tough compromises. This session will offer a world exclusive on “Built to Suck: The inevitable demise of the corporation…and how to save it?,” Joseph Jaffe’s fifth and arguably most provocative book yet.

Gain insights in three critical areas associated with survival planning:

• Brand modernization — What is the role for IMC moving forward?• Talent design — What does collaboration look like in a silo-less

world?• Business transformation — What new business models and

revenue streams should we be thinking about as part of this evolving IMC landscape?

Speaker:

Survival Planning: Busting Silos, Breaking Bad Habits and Embracing Your Heresy in Order to Return to GrowthFRIDAY, DEC. 7 • 9:30–11 A.M.

CLOSING KEYNOTE

#PRSAMKTGDIG

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JOSEPH JAFFE

AdmiralThe HMS Beagle

All conference attendees will receive a digital copy of Joseph Jaffe’s new book, Built to Suck – The Inevitable Demise of the Corporation… and How to Save It?

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Make your room reservation now at the Marriott Marquis San Diego Marina! The special rate for the conference is $189 per night (plus tax). A limited number of rooms are reserved at this rate. To secure a room, please contact the Marriott Marquis San Diego Marina by booking online 24/7 or by calling 619-234-1500, Monday through Friday from 8 a.m. to 5 p.m. PDT.

Reservations must be made by Monday, Nov. 5, 2018, or before the group rooms are sold out, so do not delay. Prevailing rates may apply after this date or when the group rooms are sold out, whichever occurs first. Rooms are subject to availability.

To reserve your room, go to bit.ly/prsamktgdig

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RESERVE YOUR HOTEL ROOM

RegistrationOptions:

Saver RateBY OCT. 18

Regular RateAFTER OCT. 18

PRSA Member* (FULL CONFERENCE)

$855 $955

Nonmember (FULL CONFERENCE)

N/A $1,195

*Global Alliance members qualify for the PRSA member rate.

Fax registration forms to (212) 460-5460, or mail them to:PRSA, Attn: PRSA Marketing and Digital Communications Conference, 411 Lafayette Street, Suite 201, New York, NY 10003.

Cancellation/Refund Policy: Refund of the PRSA Marketing and Digital Communications Conference registration fee, less an administrative fee of $85, will be made if written notice of cancellation is postmarked no later than Oct. 18, 2018. Registrants whose cancellation requests are postmarked after Oct. 18, 2018, will NOT be entitled to a refund regardless of when they registered for the event. Cancellation of registration for this event must be made in writing and mailed to: 2018 PRSA Marketing and Digital Communications Conference, 411 Lafayette Street, Suite 201, New York, NY 10003, or faxed to (212) 460-5460. If you cannot attend, you may notify PRSA by Nov. 28, 2018, if another person will be attending the conference in your place. For substitution, non-PRSA members must pay the appropriate difference in the registration fee. Please call (800) 350-0111 to make this notification.

Photography Notice: Be aware that by participating in PRSA’s public forum, “2018 PRSA Marketing and Digital Communications Conference,” you are automatically authorizing the Public Relations Society of America (hereinafter “PRSA”) and its employees, agents and assigns to use your name, photograph, voice or other likeness for purposes related to the mission of PRSA, including but not limited to publicity, marketing, websites, other electronic forms or media, and promotion of PRSA and its various programs.

Questions? Please call (800) 350-0111 with any questions regarding registration. For questions about the program, please call (212) 460-1480.

Register online: bit.ly/prsamktgdig

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Coronado Bay Bridge

Linking San Diego to Coronado Island, the Coronado Bay Bridge is one of the most recognizable bridges in the world. Spanning one mile in length, the bridge offers a speedy way to travel to the scenic island for a day visit.

San Diego Zoo

Founded in 1916 and home to more than 3,700 animals, the San Diego Zoo has been a must-see for visitors for over 100 years.

Gaslamp Quarter

The Gaslamp Quarter is a lively downtown neighborhood known for its nightlife. Clubs, dive bars and cocktail lounges draw a young crowd, while the Spreckels and Balboa theaters have diverse programs of music, comedy and drama.

SeaPort Village – Pier Café

Built in 1981, SeaPort Village is San Diego’s version of a quaint seaside village. With shops and restaurants to stroll through, it’s the perfect place to spend a relaxing afternoon.

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Extend your time in San Diego to pay a visit to one of many popular attractions around the city and discover why it’s earned the nickname of America’s Finest City.

AROUND SAN DIEGO

SPONSORSHIP OFFERINGS

About the PRSA Marketing and Digital Communications Conference

The PRSA Marketing and Digital Communications Conference is an exciting new conference for communication professionals designed to immerse them in the world of integrated marketing communications. Over the course of this fast-paced, unique event, attendees will learn how owned, earned and paid media work together to build communications campaigns that deliver extraordinary results. This conference will help communicators understand and gain knowledge in the areas of digital and traditional marketing that intersect with communications practices. Communicators will learn from experts in the field of digital and traditional marketing to help build a stronger foundation in the components of marketing that consistently overlap with communications. Attendees will leave with a new perspective on ways to integrate aspects of social media and public relations into an overall integrated marketing campaign including paid social advertising, integrated goals and objectives, site traffic, personas and more!

Attendees will come together for shared general sessions, a roundtable event and meal functions to expand their professional circles by networking with all Conference participants.

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If you would like to discuss custom benefits packages to suit your organization’s objectives, please contact John Kesaris, manager of corporate development and industry partnerships, PRSA, at john.kesaris@prsa.org or (212) 460-1406.

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