Detroit

Detroit
Driven to Distinction
Driven to Distinction
PRSSA 2008 NATIONAL CONFERENCE
October 24-28, 2008
Courtyard by Marriott Detroit Downtown
OFFICIAL CONFERENCE PROGRAM
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Communicate
strategically.
At American University’s
graduate program in
Public Communication,
students are
empowered with the
strategic tools and
insights that rival
what professionals
learn after years
in the field.
Graduate programs offered:
•
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Film and Media Arts
Journalism
Public Communication
International Media
Serious. Passionate. Professional.
www.soc.american.edu/prssa
eo/aa
Welcome Letters
Driven to Distinction
Welcome to the “D” and
the PRSSA 2008
National Conference! The
next four days will be filled
with exciting Professional
Development sessions, networking activities, job and internship information, and amazing socials. I
encourage you to do your future a favor. Take advantage of all these invaluable
opportunities to develop your public relations skills.
A MESSAGE FROM THE
NATIONAL PRESIDENT
National Conference is a perfect time for Society members to grow both professionally and personally while interacting with experienced public relations
professionals and other students from across the globe.
Those of us on the 2008-09 National Committee sincerely appreciate your participation with and commitment
to PRSSA. During this week, feel free to reach out to the members of the National Committee as a resource.
We are here to serve you.
Also, make sure you tour the “D” while at Conference to experience the arts, culture and entertainment of
Detroit.
So, get behind the wheel and “Drive to Distinction.” Have a great time at the PRSSA National Conference!
Brandi Boatner
National President
Hawaii Pacific University
A MESSAGE FROM THE
NATIONAL CONFERENCE
COMMITTEE
After months of waiting, you have
finally arrived, and we hope you enjoy
the PRSSA 2008 National Conference
as you are “Driven to Distinction.” You will find that the Conference schedule is filled with a variety of activities for your professional development and enjoyment. Please take time to review this brochure and note the
events that you are interested in attending. Some events that you will not want to miss are the PRSA General
Sessions, the Career Development Exhibition filled with top-notch organizations, and the PRSA Opening Gala,
designed to provide an amazing evening of entertainment. Attendees must purchase tickets for the PRSA
Opening Gala in advance.
Take time to visit our “What’s the 3-1-3?” information table for
information on the city and its attractions. It will help to provide you
with a smooth and enjoyable stay. We are excited about what the
Conference and Detroit has to offer. We are happy to have you
join us for these eventful four days.
Bre McKamie and Kim Bonnell, Conference Coordinators
Sara Williams, Program Director
Jared Bryan, Communications Director
Eastern Michigan University and Wayne State University
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General Information
A cash bar will be available
at the PRSA/PRSSA social
event. If you are 21 or over
and plan to consume alcoholic beverages, don’t
forget to bring a valid ID (driver’s license, passport or ID card). Please drink responsibly.
Cash Bar
What’s the 3-1-3?
What’s the 4-1-1? No, come find out what’s the
3-1-3 at our information table. Our volunteers will
help you find amazing restaurants, night clubs and
local attractions in the Downtown Detroit area. Detroit has a lot to offer, so if you have any questions,
feel free to stop by our “What’s the 3-1-3?” table.
We will be waiting for you!
Visiting Canada
While there is much to do in the city of Detroit, you
may choose to visit Canada. If you choose to do so,
you will need to provide the proper identification as
it is considered an international border. Currently,
a driver’s license (or similar photo ID) and a birth
certificate are the basic requirements.
A passport is suggested.
Wardrobe
Business professional is expected for the entirety of
the Conference. Please dress appropriately for each
event, and remember, this is a professional function.
SAFETY IN THE CITY
While at the PRSSA 2008 National Conference, have fun exploring the field of public relations — but don’t forget to be
safe. In order to make your stay in Detroit the best possible, here are some safety tips that will be helpful:
— Be aware of your environment.
— Walk in large groups - never alone. Walk briskly and with confidence to your destination.
— Carry a major credit card and a picture ID separately,
away from a wallet or purse. There are few things that can be as discomforting as being away from home with no money or credit cards. It’s possible to get a cash advance with a credit
card, but most banks will require a picture ID.
— Use a reliable taxicab service when traveling late at night to and from the hotel, especially when trav-
eling alone. Be sure to bring some extra cash to
pay the driver.
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— Use traveler’s checks or credit cards instead of cash whenever possible.
— Carry the fewest items possible to reduce your burden as well as a thief’s targets. Keep wallets or purses under direct control at all times.
— When using bathrooms, don’t put valuables on the floor. When at restaurants or other public
places, don’t hang a purse on the back of a chair.
— Ladies should avoid wearing valuable, loose-fitting
jewelry.
— Be aware of scams. Keep walking and ignore people who stop to ask meaningless questions.
Make sure all your activities contribute to the fun, but are lawful and becoming of
pre-professional public relations practitioners.
Driven to Distinction
Marriott
Renaissance Center
Directories
To ease your travels to meeting rooms we have provided
a key of locations and some
floor plans of the Marriott
Renaissance Center. We will
also have volunteers throughout the hotels and the maps
should also assist with your
travels.
Please note that sessions
are located at GM University,
which can be found on level
2 (the glass floor) between
towers 200 and 300. You can
also access the People Mover
and skywalk from this level.
The skywalk will take you to
the Courtyard Marriott where
sessions, registration and the
information booth are located.
Traveling in Detroit
See all that Downtown Detroit has to offer by riding the Detroit People
Mover. The People Mover has stops at both the Renaissance Center,
where the Marriott Downtown Detroit is located, as well as the Millender
Center, home of the Courtyard. Most local attractions and restaurants
are located within walking distance of the hotel and are also accessible
via several People Mover Stations.
Other sessions and socials are
located at the Marriott Renaissance Center. The best way to
reach this destination is from
level 2 at the center of the
building.
Key of Locations:
CMDD:
Courtyard Marriott
Downtown Detroit
MRC:
Marriott Renaissance Center
People Mover Schedule:
Mon.-Thurs., 6:30 a.m.- Midnight Friday, 6:30 a.m. - 2:00 a.m.
Saturday, 9:00 a.m.- 2:00 a.m. Sunday, 12:00 p.m.- Midnight GMU:
General Motors University
Cost: 50 cents each way
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Schedule - Friday
Friday, October 24
9:00 a.m. - 7:00 p.m.
Registration: What’s the 3-1-3? CMDD Cascade Ballroom Lobby
10:45 a.m. - 12:00 p.m. From the Textbook to the Real World
CMDD
Cascade Ballroom
3:00 p.m. - 4:00 p.m.
Ever wonder if professionals actually do what you are learning about in class?
Are you wondering how PRSSA and PRSA fit into a career and help you achieve
your goals? Find out in this session as young professionals talk about their experiences in their first few years after earning their degrees. This is practical knowledge every college student needs that will answer the question, “What should I
be doing now to be ready for my future?”
Chapter Development Session 1
“How to Succeed in the Office Without Really Trying!”
Elon University MRC Cabot Room
Community Service
Initiative
1:00 p.m. - 2:30 p.m.
CMDD
Cascade Ballroom
“Pitching Like Pros: How to Score Clients for Your PR Firm”
University of Nebraska at Omaha MRC Cabot Room
“Using Social Media to Boost Internal Communication Within a Chapter” Salem State College MRC Cartier Room
“The Ride of Your Life: Taking the Front Seat in the Bateman Competition” Loyola University New Orleans MRC Cartier Room
4:15 p.m. - 5:15 p.m.
Chapter Development Session 2
“Striving for That Motown Distinction in Your Chapter” University of Northern Iowa MRC Cabot Room
“Got Ethics? Doing the Right Thing in the Right Way for the
Right Reasons” Belmont University MRC Cabot Room
“Branding Your Chapter”
University of Wisconsin- Milwaukee MRC Cartier Room
“Making the Most of Your Chapter: A Guide on How to Use Resources”
Ohio Northern University MRC Cartier Room
5:30 p.m. - 6:30 p.m.
CMDD
Cascade Ballroom
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Chapter Presidents’ Leadership Workshop
Chapter presidents, come hear Professor M. Larry Litwin, APR, Fellow PRSA,
Rowan University PRSSA Faculty Advisor, share leadership skills to help you
lead your Chapter to success. The session consists of an icebreaker, interactive
discussion and the opportunity for Q&A. Topics include: how to be an effective
leader, communication skills, and how to deal with different leadership styles.
Driven to Distinction
5:30 p.m. - 7:00 p.m.
GMU 5/6
Schedule - Friday/Saturday
PRSSA Advisor Session
(Calling all PRSSA Faculty and Professional Advisors)
Come hear National Advisors Dr. Stephen Iseman, APR, Fellow PRSA, Ohio
Northern University, and Travis Parman, APR, General Motors Corporation, lead
a discussion designed to share best practices that have benefited Chapters of all
sizes from around the country. Topics to be discussed include: the Bateman Case
Study Competition, charter renewal, advising/counseling students, nationally affiliated student-run firms, and more.
8:00 p.m. - 10:00 p.m. Motown Premiere “Bring Us Something PRSSA”
MRC
Ontario Hall
During this social, Conference attendees will karaoke to Motown sounds from
great artists, such as Diana Ross, the Temptations and Stevie Wonder. While
hanging out in a jazz lounge motif, attendees will exchange gifts from their
Chapter, university or home state. Make sure to bring enough to pass out to other
Chapters.
Saturday, October 25
8:00 a.m. – 6:00 p.m. Registration: What’s the 3-1-3?
8:00 a.m. – 9:00 a.m. Continental Breakfast Provided
CMDD Cascade Ballroom Lobby
MRC Ambassador Ballroom Lobby
9:00 a.m. – 11:00 a.m. Meet and Greet the National Committee / Keynote
MRC
Ambassador Ballroom
Address / Chapter Roll Call
Keynote Speaker: Ofield Dukes, APR, Fellow PRSA, President,
Ofield Dukes & Associates
Listed as one of the top five effective communicators of 2005, and with more than
30 year’s experience, Ofield Dukes is one of the most successful public relations
professionals. President and founder of Ofield Dukes & Associates, he will
discuss the struggles and triumphs of rising to the top of the public relations
profession.
Show how your PRSSA spirit at the
Chapter Roll Call. Shout out your
Chapter pride and show everyone
that your Chapter is in the “D”.
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Schedule - Saturday
Session 1
1:00 p.m. – 2:00 p.m.
MRC
Salon 1
Motor City Metamorphosis: Automotive PR Panel
Mary Henige, APR, Director of Executive & Strategic Communication, General
Motors Corp.; Mark Truby, Ford Motor Company, TBA Chrysler
Detroit is known for its automotive connection. Listen to professionals from GM,
Ford and Chrysler, also known as the “Big Three,” as they offer insight on how
to communicate in the auto world. As companies look for cost-effective ways
to make vehicles, representatives from the Big Three will share the challenges
of operating — and communicating — in a time unlike any other in our history.
Learn how they are responding to these public relations challenges in an attempt
to manage their image.
MRC
Salon 2
Driven to the Solution: Crisis Management
Tim McIntyre, Vice President, Communications, Domino’s Pizza, LLC
Everyone loves pizza — especially when it’s delivered fast. During this
session, Tim McIntyre will discuss a crisis that was experienced by a worldwide
company and how it was carefully handled. McIntyre has experience in various
aspects of public relations. At Domino’s he manages the internal communications, public and media relations, crisis communications, community involvement
and charitable giving programs.
MRC
Salon 3
Crossing Borders Through Communication: Global PR
Janet Tabor, Senior Vice President, Weber Shandwick Worldwide
Despite what you may have heard, it is not a “small world after all.” The world is,
in fact, a big, big place. While communicating across borders has technically become easier and faster, crafting messages and communications campaigns that
resonate and are relevant across borders requires a specific skill set. Janet Tabor
will share her strategies, best practices and lessons learned in going global.
MRC
Ontario Hall West
Ethics in Public Relations
John Bailey, President/CEO, John Bailey & Associates Inc;
Ginni Jurkowski, Lecturer, State University of New York at Geneseo; Deborah
Silverman, Ph.D., APR, Assistant Professor of Communication, Buffalo State
College, State University of New York; and Jonathan Slater, Ph.D., Associate
Professor of Communication, State University of New York at Plattsburgh.
There is nothing more important than being honest and truthful in everything
we do. Your reputation as a professional who upholds these principles will be
what makes you successful in the future. Hear from professors Ginni Jurkowski,
Deborah Silverman, Jonathan Slater and veteran practitioner John Bailey on how
to make the right choice at the most critical of times. You’ll get an overview of the
PRSA Code of Ethics and discuss real-life ethics problems faced by public relations practitioners. You will all be faced with tough choices and this session will
help you know how to make the right one.
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Driven to Distinction
2:30 p.m. – 3:30 p.m.
MRC
Salon 1
Schedule - Saturday
Session 2
The Inside Story of Healthcare Public Relations
Rose Glenn, APR, Senior Vice President, Marketing and Public Relations, Henry
Ford Health System
In a growing and very competitive industry, health care PR professionals play a
key role in supporting their organization’s reputation and growth goals. With more
than 25 years of health care experience, Rose Glenn is an expert in all aspects
of communications, from employee engagement and issues management to
media relations and crisis communications. Join Rose in a dynamic session that
includes a checklist of what she looks for when hiring new professionals.
MRC
Salon 2
Crisis Communications
Jeffrey Douglas, APR, Fellow PRSA, Director of Public Relations, Virginia-Maryland Regional College of Veterinary Medicine
Universities across the country have to be prepared for the unexpected and
sometimes tragic events that may unfold. When your school is rocked by a sudden emergency, crisis communication is one of the keys to survival and success.
When tragedy strikes, what do you do? What do you say? How do you reach a
large audience in a short time? Jeffrey Douglas, APR, Fellow PRSA, will share
his story and the crisis communication strategies he used during the tragedy on
the Virginia Tech campus.
MRC
Salon 3
Reaching for the Stars: Entertainment PR
Rita Tateel, President, The Celebrity Source
Celebrities draw more than a crowd to special events. But while it’s usually easy
to pick the celebrity you want, getting him or her to participate is the hard part.
Listen and learn while Ms. Tateel reveals her secrets and strategies for getting
some of Hollywood’s finest to make more than just an appearance.
Ontario Hall West
The Inside Scoop About Promotions: Radio Broadcast
Ben Perez, Regional Promotions Manager, Greater Media Detroit
Representatives from Greater Media Detroit, home to three of the most popular
Detroit radio stations — WCSX, WRIF and WMGC — will provide insights on
how to facilitate promotions in broadcast media. Learn the importance of creativity when planning/executing marketing efforts for on- and off-site promotional
events, as well as the pros and cons of effectively communicating a client’s message to its target audience on air.
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Schedule - Saturday
Session 3
4:00 p.m. - 5:00 p.m.
MRC
Salon 1
Distinguished Champions: Sports PR
David M. Wieme, Director, Strategic Communication, Palace Sports &
Entertainment
Sports are a hot topic for anyone in Detroit! In a town of highly competitive,
widely recognized teams, it is important to be a standout nationally.
Join David M. Wieme as he discusses how the 2004 World
Champion Detroit Pistons remain in the national spotlight.
MRC
Salon 2
Employee Communications: Internal PR
Allison R. Bunin,
Director, Employee Communications,
North Shore-Long Island
Jewish Health System
The most vital part of any company is its employees. Without them, companies
cease to create the products or provide the services. In this session you will learn
the importance of communicating with employees and how this helps a company
to reach its goals.
MRC
Salon 3
The Role of Public Relations in Driving Strategic Business
Growth
Kathryn Oldham, Director of Corporate Communications, Little Caesar’s Pizza
Public relations and communications play an important role in helping organizations execute strategies and achieve business goals. Public relations practitioners bring value by aligning their plans with their company’s business plans.
Learn how to develop and execute a strategic communications plan to help drive
business results.
Ontario Hall West
Diversifying Your Donors: Donor/Fund-raising PR
Richard Martin, Vice President of Advancement, Lutheran Social Services of
Michigan
Asking anyone for money is always difficult, especially trying to get people
involved in and excited about what your organization is doing. This session will
help you to learn how to reach out and raise money from places that you may
have never thought of. It is important to utilize all of the resources available; so
come and take time to find out how you can do just that.
5:15 p.m. - 6:15 p.m.
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Officer Discussions
These meetings will enable students to share details, news and advice on
Chapter executive board positions (excluding Chapter presidents).
They will split into groups of:
Vice Presidents - CMDD Cascade Ballroom AB
Secretaries and Treasurers - GMU 5/6
Public Relations Liaisons, Historians and Webmasters - GMU 9/10
Publications and Student-Run Firms - GMU 12/13
Driven to Distinction
6:30 p.m.
Schedule - Saturday/Sunday
Dine Around
This event is closed. For those selected, please go to the Andiamo Riverfront
Restaurant located in the Renaissance Center. This event is from 6:30 - 9:30 p.m
6:45 p.m.
Co-sponsored by
Willamette University and
Airfoil Public Relations
Chapter Presidents’ Dinner
Chapter presidents will cruise down the Detroit River as they listen and discuss
their commonalities, successes and ideas for the upcoming school year. Each
president will receive royal treatment on the famous Detroit Princess Riverboat
— enjoying the scenery of both the Detroit and Canadian waters. This is a time
to build relationships with your peers across the nation, as well as learn ways to
enhance your leadership and Chapter. This event is for Chapter presidents
only. Please be sure to bring your ticket to the riverboat.
Sunday, October 26
9:00 a.m. - 12:00 p.m. Registration: What’s the 3-1-3?
CMDD Cascade Ballroom Lobby
10:00 a.m. - 11:15 a.m. Meet the Living Legends of Public Relations
CMDD
Cascade Ballroom
GMU 5/6
What leads to professional success? What are your challenges? In this unique,
exciting session, four legendary leaders answer your questions: Page Society
Hall of Fame honoree Steven Harris, vice president, Global Communications,
General Motors; PRSA Gold Anvil winners John Felton, APR, Fellow PRSA,
founder, Institute for Public Relations, Thomas Hoog, Fellow PRSA, president/
CEO (ret.), Hill & Knowlton; and Dr. Debra Miller, APR, Fellow PRSA, senior
director, Marketing-Communications, Clark Atlanta University. Moderated by
PRSA Outstanding Educator honoree Dr. Bruce Berger, this historic and candid
dialogue will be videotaped for Chapters and classrooms.
Regional Activity Workshop
Want to gain event planning experience while building your resume and portfolio? Hosting a Regional Activity is the perfect hands-on learning opportunity. It
also gives your Chapter the opportunity to gain national attention, work with other
schools and earn some extra funds. Join Jena Johnson, PRSSA vice president
of regional activities, as well as past Regional Activity hosts, in discussing best
practices. All schools that submitted bids for a 2009 Regional Activity should
attend.
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Schedule - Sunday
MRC
Ontario Hall West
Student-Run Firm Workshop
Learn how to successfully manage a public relations firm from PRSSA nationally
affiliated student-run firms from across the country. This session will be hosted
by Tyler Page, PRSSA vice president of Professional Development, along with
public relations professionals from some of the nation’s top firms who are willing
to share their experience and advice. Students from schools without a studentrun firm are also encouraged to attend.
12:15 p.m. – 2:00 p.m. PRSA General Session
MRC
Ambassador Ballroom
Craig Newmark, Founder of Craigslist
Craig Newmark is the Craig of Craigslist, a noncommercial community bulletin
board that has emerged as one of the top 10 Internet companies in the world in
terms of page views, attracting more than 10 billion views, as well as 35 million
visitors from more than 550 cities and 55 countries per month. Referred to as
The Wizard of the Local by Time magazine, the Craigslist founder, chairman and
customer service representative will be sharing his views on the future of online
community and commerce.
Session 1
2:30 p.m. – 3:30 p.m.
MRC
Ontario Hall West
Live Digital: Social Media
Jud Branam, Managing Director, Manning, Selvage & Lee
You talk on an IPhone®, text daily, keep an eye on a list of blogs through an RSS
reader, and have long lists of friends on LinkedIn and Facebook. You “live digital.”
Surprisingly, a recent survey revealed that not everyone is “there” just yet. Attendees will get an education in “digital” and its four main components: Strategy
& Consulting, Conversation, Digital Publishing, and Measurement & Accountability. Also learn how to incorporate social media networks into client programs.
CMDD
Cascade Ballroom
Event Planning
Dennis John Gaschen, APR, Public Relations Counselor, Professor, California
State University, Fullerton
Details, details, details — every event involves attention to details. From music
styles and food to napkin color and font size for a brochure. There are many
things to decide and manage when planning an event. In this session, Dennis
Gaschen will explain how to plan your way to success.
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Driven to Distinction
GMU 5/6
Schedule - Sunday
Going Green: From Detroit to the Valley and Everywhere in
Between
Tracey Parry, APR, Senior Vice President, Airfoil Public Relations
Arising from Detroit’s industrial history, garnering attention in Congress, and
backed by like-minded citizens, environmentally friendly practices of companies
will bubble up to the top of the public’s mind in the near future — especially with a
national election just around the corner. This lively panel discussion will cover the
national forces driving change and the global impact of new practices, how companies can gain recognition as an environmentally friendly company, and how to
respond when a company’s sustainability practice is under fire.
GMU 9/10
Diversity in the Workplace and Around the Globe:
Confronting the “ism”
Rosanna M. Fiske, APR, Graduate Coordinator & Associate Professor, Florida
International University
Ageism, sexism, racism — all are issues dealt with in the world of public relations, where cultures often collide. Whether working overseas or targeting an
unfamiliar culture, learn how to properly identify and handle the “ism” and cultural
sensitivity.
Session 2
4:00 p.m. – 5:00 p.m.
MRC
Ontario Hall West
Market Your Campaign
Julie Hamp, APR, Senior Vice President, PepsiCo
Inspiring ideas and creative direction are not the only requirements needed when
it comes to implementing an effective campaign. Join us as we discuss best practices in developing, implementing and marketing your campaign.
CMDD
Cascade Ballroom
Integrating Innovative Ideas: Internal Communications
Jennifer Brown, Internal Communications Manager, Limited Brands Logistical
Services; Christa Sackett, Co-sales Manager, Store Communications and Client
Relations, Limited Brands; Christy Tostevin, Manager of Internal Communications, Limited Brands
Wikis, blogs and events … oh my! The latest technology resources and hot
trends are one way to infuse innovation into an internal communications program. Another, and we’d argue more effective, way is to view innovation in terms
of how you think about communications, not just the way you execute it. In this
session attendees will learn: new ways of thinking about internal communications
(and some examples of companies doing it well); how to emotionally connect an
audience to their brand or campaign; and ways to determine if
internal communications is the right career fit.
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Schedule - Sunday
What It Takes To Be a Bateman Case Study Winner
GMU 5/6
Presentation by 2008 Bateman Case Study Competition winner —
Loyola University New Orleans
“Step Up” to see the Loyola University New Orleans Bateman team present their
award-winning campaign for General Motors, Chevrolet and Safe Kids Buckle
Up. Kelly Rayner, Shannon Corrigan, Danny Mazier, Andrea Mulcrone, and Kelly
Roth will discuss their partnerships with a New Orleans public and private school,
a local DJ, and popular hangouts, to encourage tweens in New Orleans to adopt
their Step Up Strap In seat belt safety message.
Building Bonds Through Urbanization: Community Relations
GMU 9/10
Peggy Goodwin, APR, President, The Goodwin Company
Changing behavior through the power of persuasion is what Peggy Goodwin will
focus on. Her experience with community collaborations, government agencies,
major events and both the nonprofit and for-profit sectors all have one thing in
common: it is only through long-term, consistent campaigns that behavior change
will be sustained. That is what public relations is all about.
7:00 p.m. - 9:00 p.m.
MRC
Wintergarden
PRSA/PRSSA Joint Social
Detroit is known for Motown music superstars, rich culture and fabulous cars.
Join us to experience what is sure to be the hottest event in the city, showcasing
the many facets of Detroit in one night
— great music, amazing cuisine and
the first ever PRSA/PRSSA joint social
— in the picturesque setting of the GM
Renaissance Center Wintergarden.
Get ready to experience seamless,
soulful and sincere harmonies from
Atlantic Records Bad Boy recording
artists Day26, winners of Sean “Diddy”
Combs’ “Making the Band: Season 4”
on MTV.
Join us as they share their amazing vocals and showmanship.This is an event
you do not want to miss!
What is the Pacesetter Award and how can my Chapter win it?
The Pacesetter Award is given to the school with the most enthusiastic
Chapter whose members are seen at events throughout the weekend and are
very friendly, upbeat and energetic. The award is determined and voted on by
the Chapter presidents and given during the Farewell Breakfast on Tuesday
morning. So what are you waiting for… go and set the pace!
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Driven to Distinction
Schedule - Monday
Monday, October 27
7:00 a.m. - 11:00 a.m. Registration: What’s the 3-1-3?
CMDD Cascade Ballroom Lobby
7:30 a.m. – 8:00 a.m. PRSA/PRSSA Coffee Break
MRC
Renaissance Ballroom
Lobby
Need interviewing and resume advice? Come mingle with PRSA professionals!
Bring your questions as we network with professionals from across the nation.
Learn their keys to success and what they look for as they search for new
talent — YOU!
It’s all about first impressions so bring your business cards and vibrant personality. You never know where a five-minute conversation could take you.
8:00 a.m. – 9:30 a.m.
MRC
Ambassador Ballroom
PRSA General Session
Bob Lutz, Vice Chairman of Global Products, General Motors
A car buff since childhood, Bob Lutz’ career path has led him to senior positions at BMW and the Ford Motor Company, followed by 12 years with Chrysler,
where he led all of the company’s automotive divisions, including sales, marketing, product development, manufacturing, and procurement and supply. Now,
40+ years later, the automotive industry legend and former Marine fighter pilot
not only remains on the forefront of the American car industry, but also is on the
forefront of social media as one of the nation’s top corporate bloggers. Join us as
Bob Lutz takes the stage direct from the automotive capital of the world.
Session 1
10:15 a.m. – 11:15 p.m.
MRC
Ontario Hall West
Corporate vs. Agency
Lori George Billingsley, Director of Multicultural Communications, The CocaCola Company
Work for one or work for many? That is the question. Lori George Billingsley will
compare and contrast agency and corporate life as she discusses her experience
in the field.
GMU 9/10
International PR: Go Global, Get an Edge: Global PR
James P. Holtje, Senior Manager, Leadership Communications, Siemens Corp.
As the world gets smaller and “flatter,” the demand for international public relations practitioners at corporations, agencies and NGOs is expected to grow. This
interactive session will discuss the current international landscape
and what the future might look like, as well as offer tips on
how to break into the field and maintain a competitive edge.
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Schedule - Monday
CMDD
Cascade Ballroom
Politics of Persuasion
Georgella Muirhead, APR, and Bob Berg, Partners, Berg, Muirhead &
Assocaites
As the presidential elections swiftly approach, the political candidates are anxiously trying to sway our vote through messages about everything from the
economy to the war in Iraq. Can you imagine the difficulty of trying to formulate
messages about these sophisticated issues for such diverse audiences? In this
session, you’ll learn how Bob Berg and Georgella Muirhead do just that: Communicate complex political issues, connect with their target market and create
“straightforward” yet persuasive messages.
GMU 5/6
Driving the Profession: Preparing Graduates for Distinction
Gwyn Walcoff, APR, CCG Public Relations; Jennifer Flowers, APR, Senior
Public Relations Officer, Henry Ford Health System;
Lt. Commander Brook DeWalt, APR, New Media Directorate, United States
Department of Defense; Ann Knabe, APR, Public Relations/Communications
instructor, University of Wisconsin Whitewater & U S Air Force Reserve
Accreditation in Public Relations - APR. Where your career in public relations
takes you is based on individual drive, determination and diligence. This session
will help you to focus on the career goal of earning the prestigious Accredited in
Public Relations (APR) designation to prove you have successfully demonstrated
competency in the knowledge, skills and abilities required to practice public relations effectively in today’s business arena.
11:00 a.m. – 1:30 p.m. High School Outreach
GMU 12/13
Select high school students in the Detroit area will participate in an informational
session about the current and future trends in the public relations profession. The
session will feature a panel of speakers composed of PRSA professionals who
will discuss issues such as diversity, politics, entrepreneurship, technology, and
education. Along with speed networking and a showing of Public Relations 101
DVD, participants will leave knowing more about the profession, where to study
public relations, and the benefits of membership in PRSSA and PRSA.
FOR HIGH SCHOOL STUDENTS ONLY
11:45 a.m. – 1:15 p.m. PRSA General Session
MRC
Ambassador Ballroom
Penelope Trunk, Author of “Brazen
Careerist: The New Rules for Success”
Box lunches will
be provided
Penelope Trunk, expert business advice columnist for the Boston Globe, author
of “Brazen Careerist: The New Rules for Success,” and the popular blog, “Brazen Careerist: Advice at the intersection of work and life,” is dedicated to helping
people find success in the modern workplace, where the lines between work life
and personal life continue to blur.
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Her own career choices have been featured by Times and the London Guardian
as examples of the new issues people face at work today. Both the New York
Times and Business Week cited Trunk’s writing as especially in tune with this
new workplace.
Driven to Distinction
Schedule - Monday
2:00 p.m. – 4:00 p.m.
MRC
Ontario Hall
3:30 p.m. – 4:30 p.m.
Career Development Exhibition
This year’s exhibition is revamped, re-energized and expanded. Public relations
agencies, corporations and organizations from across the nation will provide
insight and information on internships and job opportunities. Additional resources
and graduate programs will also be on display. Please see page 18 for a list of
the businesses that will be attending the Career Development Exhibition.
CMDD
Resume Workshop (This session is closed. Pre-registration was required.)
Cascade Ballroom Lobby Michele Lanza, Vice President and Executive Recruiter for Ketchum West and
Ketchum South; David E. Miller, SPHR, U.S. Human Resources and Talent
Acquisition Manager, Hill & Knowlton; Walter Bateman, Retired CEO of the Harleysville Group
6:00 p.m. – 8:30 p.m.
As the job market becomes ever more competitive, a distinctive resume, compelling cover letter and confident interview will be essential to finding your first public
relations position. Ask your job search-related questions and learn tips from three
experts at this workshop so the first impression you make will be unforgettably
positive.
A Night of Distinction Awards Ceremony
A Night of Distinction Awards Ceremony Held at one of the country’s premier
museums, the Detroit Institute of Arts, this year’s awards ceremony will be a night
to remember. Events begin with the presentation of many PRSSA scholarships
and awards, after which attendees will have free access to the museum for a
reception and strolling dinner.
Free shuttles, noted by a “PRSSA” sign in the window, will run between the
Marriott Renaissance Center and the Detroit Institute of Arts from
5:30 p.m.–10:30 p.m.
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Schedule - Tuesday
Tuesday, October 28
8:00 a.m. - 9:30 a.m
MRC
Renaissance Ballroom
PRSA General Session
Mitch Albom, Author, “For One More Day,” “The Five People You Meet in Heaven,” and “Tuesdays with Morrie”; award-winning sports columnist; and founder
of the metropolitan Detroit area charities, The Dream Fund, A Time To Help and
S.A.Y. Detroit
Mitch Albom wears numerous hats and he wears each one extraordinarily well.
Whether it’s engaging readers of his award-winning sports column, listeners of
his popular radio show, fans of his best-selling books, or volunteers and recipients of his charitable works, Albom switches hats with ease, always powerfully
connecting with his various and diverse audiences.
10:45 a.m - 12:15 p.m. Farewell Breakfast
MRC
Ontario Hall
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Say goodbye to all of your new friends. Wish them good luck in their careers and
exchange contact information to stay in touch. Don’t forget to take pictures to
remember all the great times that you had together.
Career Development Exhibitors
Airfoil Public Relations
BurrellesLuce
Constituency Management Group
(Weber Shandwick, GolinHarris,
Rogers & Cowan)
Consumer Bankers Association
Deveney Communication
Dow Chemical
Edelman
Ernst & Young
Fleishman-Hillard
General Motors
Greater Media Detroit
Hermanoff Public Relations
Hill & Knowlton
Hunter Public Relations
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John Bailey and Associates Inc.
Ketchum
Kornucopia Press
The Lagrant Foundation
New Professionals Interest Section
New York University
Padilla Speer Beardsley
Palace Sports + Entertainment
The Plank Center for Leadership in
Public Relations
Prime Research
PRSA JobCenter
PRWeek
Target
Willamette University
West Virginia University
MORE TO COME!
Special Thanks to our Premier Sponsor
Special Thanks to our Conference Sponsors
Higher Thinking
Conference Committee
Conference Coordinators
Bre McKamie
Kim Bonnell
Program Director
Sara Williams
Communication Director
Jared Bryan
Brochure Credits
Cover, Design and Layout: Sara Williams
Content: PRSSA National Conference Committee
Special Thanks
Melissa Motschall, Shelly Najor, Craig LaPoint, Steven Haynes, Holly Myles,
Katy Cockrel, Katerina Paskaris
PRSSA 2008 National Conference Volunteers
PRSSA 2008-2009 National Committee
National President
Brandi Boatner
Editor-in-Chief, FORUM
Cindy Badger
Immediate Past President
Melissa Csuhran
PRSA Board Liaison
Jim Haynes, APR, Fellow PRSA
Vice President, Advocacy
Courtney Taylor Olson
PRSA Board Liaison
Dennis Gaschen, APR
Vice President,
Chapter Development
Tiffany Riggs
National Faculty Advisor
Stephen D. Iseman, Ph.D.,
APR, Fellow PRSA
Vice President,
Internships/Job Services
Cecilia Hughes
Vice President,
Member Services
Rebecca Timms
Vice President,
Professional Development
Tyler Page
Vice President, Public Relations
Courtney Meyers
Vice President,
Regional Activities
Jena Johnson
National Professional
Advisor
Travis Martin Parman, APR
Director of Education
Jeneen Garcia