2009 Conference Schedule of Events

as of 02/20/09

FRIDAY, Feb. 27

8:15 - 11:15 a.m. Jump Start Your Career

Julie B. Fix, APR

Whether you want to jump-start your career in public relations, need a solid refresher course in PR 101 or plan to take the Examination for Accreditation in Public Relations, this three-hour session will be of interest to you. Developed by Jim Haynes, APR, Fellow PRSA, and Julie B. Fix, APR, and presented by Fix, the workshop provides an overview of the accreditation process and the "Knowledge, Skills and Abilities (KSAs)" that the Universal Accreditation Board considers critical to successful public relations practice. Then, the workshop focuses on the critical areas of research, planning, implementation, evaluation, and communications models and theories that many PR pros didn't learn in school.

9 - 10 a.m. The Future of Journalism

Jennifer LaFleur, ProPublica

Mike Orren, Pegasus

David House, former FW Star-Telegram ombudsman

Moderator: Neil Foote, University of North Texas

Layoffs. Consolidations. Mergers. Social media. Audience fragmentation. Infotainment. The media landscape is undergoing rapid change that will have a dramatic impact on how communicators do their job in coming years. Learn first-hand from those on the front lines what these changes mean to you and your company.

10:05 -10:15 a.m. Welcome

Scott White, President TPRA

Gene Hall, APR, Fellow PRSA,
Chair of the Southwest District of PRSA

10:15 -11:30 a.m. KEYNOTE: It's not web 2.0. It's not web 3.0. It's simply life

Peter Shankman

You know Twitter, Facebook and LinkedIn, but do you REALLY KNOW how to use them? Peter Shankman, founder of the wildly successful Help A Reporter Out (HARO) and CEO of The Geek Factory Inc., a boutique marketing and pr strategy firm located in New York City, will discuss the technology that is changing the PR and marketing communications industries as we know. PR Week Magazine says Shankman is “redefining the art of networking,” and Investor’s Business Daily has called him “crazy, but effective.”

11:30 a.m - 1:15 p.m. A Whole New World: How Political Communication is
Changing and What It Means For the Future

Kasey Pipes, author and historian

Drawing on his own experience in presidential, congressional and gubernatorial campaigns, KSP will review the history of political communications, how it has changed, where it is headed and what it means.

APR Lunch
Recognition of APR's

Recognition of APRs by Christina Moore, APR and Marlene Neill, M.A., APR

1:30 - 2:30 p.m. What Women Want - Marketing to the Influential Female Market

                                          Ann Ranson, Inspired Business Models for People, Planet
                                          and Profit
                                          Sheri Broyles, Ph.D. UNT

                                          Sharon Roberts, Roberts & Roberts Associates

Moderator - Dr. Jacqueline Lambiase, University of North Texas

Research shows that 85% percent of all purchasing decisions are influenced by women, representing $5 trillion in purchasing power. Our panel will provide insight and proven best practices on ways you can reach this dynamic, influential market based on their own experience and research.

3 - 3:50 p.m Social Media Hands-On

(breakout sessions) Peter Shankman

Here is your chance to find out first hand how one of the leaders in social media is continually pushing the boundaries of technology personally and professionally, and how you and your business can do it, too.

Risk Communications/Counseling the Top Dog

Dan Keeney, APR, DPK Public Relations

In times of trouble, an organization’s public relations counselor can suddenly be thrust into a position of power. Even in organizations in which PR is not part of the leadership team and doesn’t seem to be highly regarded in the C-suite, a crisis can change things in a hurry. Public relations practitioners need to be ready – and that means being able to confidently deliver bad news, accurately lay out the consequences of the possible courses of action and comfortably adopt the lexicon of those in charge: short-term and long-term impact on the bottom line. Join Dan Keeney, APR as he examines real case studies of crises he has helped to navigate and provides simple techniques that can help you grab your leader’s attention and respect before, during and after a crisis.

Measuring the Power of News on Advertising
& Business Outcomes

Angela Jeffrey, APR, VP Editorial Research, VMS

As Tom Collinger, associate dean of Medill’s Integrated Marketing Communications Program at Northwestern said, “We are in a world where it is not PR or advertising, not qualitative or quantitative, not traditional media or new media, but PR AND advertising, qualitative AND quantitative, traditional media AND new media.” Come hear some very new research on the intersection of paid- and nonpaid-media, and the power of news coverage to virtually undo advertising effectiveness.

4 - 4:50 p.m.                     Trends and Challenges in Non-Profit Marketing
(breakout sessions)                         Emily Callahan, Managing Director, Marketing Comm, Susan
                                           G. Komen for the Cure

Bryant Martin, Dir. of Dvlpmt & Comm., Alzheimer's Association

Vin Hoey, United Way

Yvette R. Blair, Regional VP, Communications & Marketing,
American Heart Association

Moderator - Susan Yost, Vice-President, MarketWave

A struggling economy, the emergence of social media and increased competition have introduced new challenges for non-profit organizations. Representatives from the leading names in non-profit marketing and communications share their experiences and tips and how you can apply it to your business or clients. You’ll also find out how companies like yours are working with non-profit groups as part of their marketing campaigns.

Changing Habits, Changing Minds ....

Moving Toward Energy Independence

                                           Ed Ireland, Executive Director, Barnett Shale Energy Council
                                           Sophia Stoller, Communications, TXU Energy

                                           Henry Durrwachter, Luminant Energy

                                           Moderator - Mark Johnson

Wind power. Solar energy. Hybrid cars. Clean coal. Natural gas. Offshore drilling. The Southwest is playing a major role in the drive to make America more energy independent. The potential impact on our economy is enormous but so are the challenges. Our panelists are at the forefront of this effort and will provide a first-hand look at the efforts to build awareness for new technologies, change perceptions of old ones and educate consumers on why they need to change their habits. Find out how your company or clients can benefit from their experiences and, in the process, get a sneak peak at the energy options of tomorrow.

5 p.m. Special Mastermind Session for Senior Professionals

Juan Sepulveda, The Common Enterprise

6:30 p.m. "Press Box" Networking Party
Renew old relationships, make new friends or just hang out for the food and drinks at LOFT 610 Urban Restaurant & Lounge. Critically acclaimed for its new-American cuisine and award winning martinis, LOFT 610 exudes an urban cool vibe that is both comfortable and pulse quickening.

Immediately following the Press Box Party join VNR-1 Communications in their Presidential Suite at the Embassy Suites. Please remember...the 'take your shoes off' policy will be enforced! Additional details will be available at the conference.

SATURDAY, Feb 28

8:15 - 9:15 TPRA Annual meeting & continental breakfast

9:30 - 10:30 a.m. Latinos NOW

Tommy Thompson, Moroch Latino Inspire

Manuel Abud – Telemundo/Mun2

Moderator - J.D. Garza, En Vivo

Some of the greatest Hispanic marketing experts in the industry share some deep consumer insights on the current and future state of Latinos living in the U.S. If you have, are, or will ever consider marketing to Hispanics, you will not want to miss this great opportunity to learn about Latinos NOW. Also featured will be excerpts from the “Brown is the New Green” documentary featuring: George Lopez – Actor/Comedian, Alex Lopez Negrete – Lopez Negrete Advertising Agency, Nely Galvan – Television Producer, Hector Orci – Orci Advertising Agency, Arlene Davila – Latinos, Inc. (author), Daisy Esposito-Villa – Advertising Executive

10:45 - 11:45 a.m. KEYNOTE: Brand Building in a Troubled Economy

Larry Vincent, Siegel+Gale

Is your brand recession-proof? Can you still build your brand in troubled economic times? Will your brand make it through the recession? These are just a few of the topics to be covered by branding pro and author Larry Vincent. Vincent leads the strategy practice at the Los Angeles office of Siegel+Gale where he specializes in strategic brand management and development, branded corporate alliances, integrated marketing and branded entertainment. Vincent’s clients have included MasterCard Worldwide, Microsoft, Symantec, Freescale Semiconductor, Texas Instruments, the National Football League, The Smithsonian Institution and The Home Depot. He also is author of several books including, “Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Market Strategy.” In his book Vincent explores the narrative structure of consumer brands, the role of myth to influence brand touch points, and the ways in which consumers develop relationships with brands over time through the devices of storytelling. He holds an MBA from the Marshall School of Business at the University of Southern California. He also received his Bachelor's degree from USC, where he attended the School of Cinema-Television.

Noon PRFT Luncheon

Announcement of James W. Hart Inter of the Year

Keith Schmidt, APR, Newfield Exploration

The Future of Global Marketing Communications

Dr. Patricia Alvey, distinguished chair and director of
Temerlin Advertising Institute

Dr. Alvey will look at enormity of change in the global consumer marketplace and the skills that will be needed by communicators to address the business environment of the future. Dr. Alvey is the distinguished chair and director of Temerlin Advertising Institute, which will launch an innovative graduate program this fall that focuses on both social responsibility and campaign strategies for the emerging global marketplace. The program is based on a study of more than 150 of the leading advertising programs across the country and input from some of the leaders in global marketing to determine what skills are needed to groom tomorrow's marketing communications leaders.

1:45 - 2:45 p.m. Nuts 'n Bolts of Twitter - getting a handle on Twitter for
(breakout sessions) organizational communication and professional growth

Richie Escovedo, communications specialist/webmaster,
Mansfield Independent School District

Terry Morawski, director of communications, Mansfield
Independent School District

You have heard of Twitter. You think it might be useful. You've read how professionals are using it successfully. But you haven't made the jump into the "Twitterstream." (Or maybe you tried to start, but were intimidated by the noise. This session is your hands-on Twitter demo to explain the effectiveness of this unique online communications channel by showing the basics and advanced uses of Twitter and commonly used applications. Plus, one lucky audience volunteer will get his/her profile launched on Twitter so everyone can observe and learn about @Replies, direct messages, #hashtags, crowdsourcing, broadcast vs. conversational profiles, and more.

                                           A Study in Crisis Communications - What You Can
                                           Learn from Hurricane Ike
                                           Moderator - Ray Thompson, Principal, Wixted Pope Nora
                                           Thompson & Associates, LP

Gale Smith, Methodist Hospital of Houston

Rep., CenterPoint Energy

Anita Foster, American Red Cross

Marc Mullen, Senior VP, PIER Systems, Inc.

Those who were on the front lines will tell you how they prepared for then responded to the devastating impact of last year’s hurricane that tore through south Texas. Find out how they used both traditional communications as well as new media tools to reach employees, customers and the public and how you can apply their actions to your business or clients.

Exclusive STUDENT ONLY Session -
“You’re Hired!”

Presented by Trustees and Advisors of the Public Relations
Foundation of Texas

This Public Relations Foundation of Texas-sponsored workshop just for students offers hints, tips and ideas for resumes, interviews and networking that may help you hear the words “You’re Hired!” sooner rather than later. Presenters include senior PR pros George Arnold, Elizabeth Clark, Julie B. Fix, Bob McCullough, Graham Painter and Marilyn Pippin, as well as social media savvy new pros.

3:15 - 4:15 p.m. Introduction to Media Relations Training

(breakout sessions) David Marguiles

Former investigative journalist David Marguiles now counsels high profile executives in crisis situations on how to handle the intense scrutiny of the national media spotlight. In this special session, David offers a hands-on example of how to prepare to deal with the media.

Creating and Using Wikis for Media Relations
and Marketing

Dr. Kay Colley, Texas Wesleyan University

Everyone is espousing the wonders of Social Media, but do you know how to do it and how it can fit into your current public relations efforts? This session will review one aspect of Social Media: wikis and how they can improve your media relations and marketing efforts. We'll discuss how to create them, what services are available to you, and how to use wikis to create buzz in your media relations and marketing efforts. We'll review how wikis can fit into your current media relations efforts or how they can start your new efforts, and we'll answer questions about what they can and cannot do for you.

                                           Motivating and Communicating with Millenials
                                           Johna Burke, VP, BurrellesLuce
                                           Paula Calise, Principal, Calise & Co.

Moderator: Nancy Barry, speaker, author, Gen Y Expert

They may be the most complex generation ever. They are entering the workplace and setting the trends of tomorrow with an impact not seen since the Baby Boom generation came of age. Born from 1980 through 2000, they have been described as sociable and self-absorbed, optimistic and cynical, collaborative and aloof, open-minded and Pollyanish. Who are they? How do you motivate and manage them? How do you communicate and market to them? Our panel will tell you what they have learned and what you need to know. (If you’re a Millennial, here’s your chance to hear what the older generation are saying about you!)

5 p.m. “Great Minds in PR” cash bar mixer

6p.m. Past Presidents Reception “Tailgate Party”

7 p.m. “A League of Our Own”
Silver Spur/Best of Texas Award Banquet

SUNDAY, MAR 1

9 a.m. Brunch and Door Prize Extravaganza