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An adventure in learning for PRSA members and guests

F r i d a y, O c t o b e r 2 2 , 2 0 1 0

8:30 a.m. – 3:30 p.m.

Elliott University Center The University of North Carolina at Greensboro H o s t e d b y t h e Ta r H e e l C h a p t e r, P R S A

8:30 – 9:00 a.m. – Registration Networking and continental breakfast Location: Cone Ballroom A Sponsored by High Point University Master’s Degree in Strategic Communication

Keynote #1 9:00 – 10:00 a.m. – Public Relations: The New Normal Location: Cone Ballroom A In “The New Normal,” Jim Lukaszewski examines how the public relations professional will adapt to the buffeting and instability that we can expect in the near future. Will we be willing to engage our clients in the turbulent times ahead? Or will we hunker down and wait for clearer weather? Jim Lukaszewski, ABC, APR, Fellow PRSA. Jim Lukaszewski (loo-ka-SHEV-skee) is an internationally recognized speaker on crisis management, leadership, ethics, media relations, public affairs and reputation preservation and restoration. A prolific author, lecturer, trainer, counselor and public speaker, he is quoted in publications such as The New York Times, Wall Street Journal, Harvard Business Review and Miami Herald. Learn more at Sponsored by Woodbine 10:00 – 10:15 a.m. - Break 10:15 – 11:15 a.m. - Concurrent Sessions – Chose one of three breakouts Breakout Session 1 -Why Should the Boss Listen to You? Location: Kirkland - Room 056 Do you want to be heard much earlier, more often, at higher levels? If you are going to advise bosses and leaders, you need to change your perspective and have a better sense of the disciplined approach required. Jim Lukeszewski will teach you how to mold yourself into the strategic advisor so essential to your success. He’ll also share his well-known three-minute drill – how to get the boss to make a decision in three minutes. Sponsored by High Point Bank

Breakout Session 2 - Beware of Sentences that Begin with “All Women”: The New Rules of Engagement Location: Sharpe - Room 063 These days, women are re-thinking everything about consumption, which means that getting it right when marketing to women has never been more critical to brand survival. So, how can public relations professionals go beyond the press release, Facebook and Twitter to build brand advocacy and engage women whether the target is Millennials or grandmothers? How do women’s offline social norms impact their online social behaviors? And in an age where content is king, how can marketers tailor their message to fully leverage women’s new marketing eco-system? Join us for an engaging discussion that explores generational marketing to women and the new rules of engagement.

Frank About Women Jennifer Ganshirt & Katie Neal As a co-founder and managing partner of Frank About Women, Jennifer Ganshirt specializes in identifying and translating female consumer insights into gender-savvy marketing communications programs. Ganshirt says, “Frank About Women was born out of the desire to help marketers service the 72 percent of women who say that advertisers don’t understand them.” As a vice president in Frank About Women’s PR & Social Influence practice, Katie Neal has overseen a variety of integrated marketing, traditional PR and social media programs for leading consumer, technology and retail brands. A former TV reporter who believes every brand has a story to tell, Katie harnesses the power of constant conversation when engaging directly with consumers — especially women. Frank About Women is the pre-eminent marketing-to-women communications company in the country, born out of the recognition that there was a better way to connect with female consumers than was being represented in the marketplace. Learn more at

Sponsored by BB&T

Breakout Session 3 - Expanding Our Influence – PR’s Role in Emerging Territories Location: Azalea - Room 110 PR practice and scholarship have moved beyond our roots in journalism, and new and nimble university programs have adjusted to these changes. Consequently, new generation practitioners are better suited to meet the challenges of today and the future. Does this matter in North Carolina? You bet! Our state is superbly positioned to be globally engaged, and the stage is set for practitioners here to move to higher levels of public relations leadership. Alan Freitag will discuss aspects of that role in areas such as global PR, public diplomacy and corporate social responsibility. Practitioners will be challenged to prepare themselves to assume and claim this leadership role. Alan Freitag, APR, Ph.D. and Fellow PRSA UNC-Charlotte Center for Global Public Relations Alan R. Freitag is a tenured associate professor and associate chair with the Communication Studies Department, College of Liberal Arts and Sciences at the University of North Carolina at Charlotte. He teaches graduate and undergraduate courses in public relations, and has held this position since August 1998. He also established and advises the university’s chapter of the Public Relations Student Society of America. In 2006, he was named the winner of the first Bonnie E. Cone Early-Career Professorship in Teaching and will retain that title for three years. A U.S. Air Force veteran, Freitag retired in 1995 as a lieutenant colonel after 22 1/2 years of service. He has traveled to 60 countries. Freitag is an accredited member of PRSA and was inducted into the Society’s College of Fellows in 2006. He is lead author on a text book for teaching international public relations entitled, Global Public Relations: Spanning Borders, Spanning Cultures. His research interests include international public relations, corporate social responsibility, and internal/employee communication. Learn more about the UNC-Charlotte Center for Global Public Relations at

Sponsored by VF Corporation

11:15 – 11:30 a.m. - Break

Keynote #2 11:30 a.m. – 12:15 p.m. – Ethical Optimism: What Were They Thinking? Location: Cone Ballroom A The Ethical Optimist, Ann Subervi will review cases from the headline-grabbing corporate scandals of Enron and WorldCom to the fall-out from Sarbannes-Oxley. Learn about companies that did not advance a quick and appropriate response to a corporate disaster. It’s no secret that the business world has been plagued with corporate scandals in recent years. Bothered by the “don’t-ask-don’t-tell” method of many businesses and public relations firms, Subervi set out to create a new type of communications firm, an ethically focused practice. Utopia Communications, which launched in 2005, represents organizations, ideas, people and companies that enhance the human condition and which operate within a strongly principled framework. The keynote will provide an overview of her journey and advice for how you can incorporate ethics into your practice. Ann Subervi Utopia Communications Subervi currently writes a popular blog for the public relations industry titled The Ethical Optimist (, and has written articles on ethical leadership in the PR industry for numerous industry trade publications. Ann became the first (and only) officially endorsed trainer of Trust Inc.’s LEAP methodology for values based leadership in the United States. She also has a monthly ethical “how to” column in PR Tactics, called Ask The Professional. Ann was recently asked to judge the 2009 Intercollegiate Ethics Bowl National Championship, and is the only PR professional to do so. She is the ethics officer for the NJ Chapter of PRSA, a member of the Society for Business Ethics and the Chair of the PRSA’s prestigious Counselors Academy. Sponsored by Elon University 12:15 – 1:30 p.m. – Lunch Location: Cone Ballroom A Sponsored by RLF Communications 1:30 – 2:30 p.m. - Concurrent Sessions – Chose one of three breakouts Breakout Session 1- Ethics Bowl Location: Kirkland - Room 056 Advance your decision-making skills by forming competitive teams to arrive at your recommendation concerning “the right thing to do” in a series of customized ethical case histories. Sponsored by The University of North Carolina at Greensboro

Breakout Session 2 - Planning Hybrid Events Location: Sharpe - Room 063 Planning, promoting and executing meaningful events in today’s digital world requires a keen understanding of how all the live and virtual components work together. In this session, Brad Bennett, Chief Firestarter at Wildfire, will share his secrets for success, honed through years of executing complex yet memorable consumer events that engage all five senses and both sides of the brain. Whether your target audiences are into NASCAR, chocolate or women’s apparel, you need to know how to use social media channels before and after the event, how to execute live webcasts, how to create and tie in promotions, how to collect and use participant data, how to add value for every sponsor, how to gauge success, and of significant importance, how to sell in big (first thought: “expensive”) event ideas to your clients. Brad Bennett Wildfire Brad co-founded Wildfire in 2002 and serves as the company’s CEO. A seasoned account director who has managed many national brands throughout his career, beyond running the business, he is also responsible for developing Wildfire’s client relationships and contributing creative insight to build each client’s business. Brad and Mike Grice, with whom he founded the company, have in 8 plus years turned Wildfire into a 45-employee agency with a strong roster of world-class clients. Brad is an expert at growing business and overseeing major accounts. Before Wildfire, he was an executive with Long Haymes Carr (now Mullen) in Winston-Salem, NC. He led the agency to six new-business wins in nine months, resulting in $70 million in new billings. Learn more at

Sponsored by Allegra Printing

Breakout Session 3 - The Dollars and Sense of Using Bloggers Location: Azalea Room 110 This conversation will center on the nature and use of blogging as a PR tool. A presentation on the basics of business blogging and how people spend and make money through blogging will precede our discussion. Questions we will address include: How do I set-up and define the voice of a blog? Is blogging a viable tool for paid marketing? Who pays who and why? Kim E. Williams BEM Interactive Williams is Client Services Manager for BEM Group. He brings over 20 years of experience in sales, sales management and client services to the team. Williams works extensively with clients to determine goals, technologies and solutions for their Digital Marketing needs. He is an avid blogger and social media participant. Learn more at

Sponsored by Downtown Winston-Salem Partnership

Keynote #3 2:30 – 3:30 p.m. - Can They Trust Us? Location: Cone Ballroom A Nicole Ducouer will take you behind the scenes of a newsroom in this keynote session. You will learn how the newsroom really views social media, press releases, web traffic, news content and more. Find out the answers to all your questions about how to get your client on the air including where WXII-TV gets their news and the fastest way to a reporter’s heart. Plus, how you can relate the news of the day to your client so that we show up to do a story and get their business on the air. Nicole Ducouer WXII-TV Winston-Salem, N.C. Ducouer anchors the morning news show. A graduate of West Virginia University, Ducouer worked at WDTV-TV in Clarksburg, W. Va. before coming to Winston-Salem as a morning reporter at WXII. When she’s not covering her favorite feature stories, she spends time as a YWCA of Winston-Salem board member, Outreach Alliance for Babies, Inc board member, a member of the “Go Red for Women” board with the American Heart Association as well as volunteering with several charities around the Piedmont Triad. Learn more at Sponsored by PR Newswire Door prize winners will be announced at the end of Nicole Decouer’s keynote session. You must be present to claim the prize.

Sponsors Silver PR Newswire Elon University High Point University Woodbine Downtown Winston-Salem Partnership Bronze BB&T High Point Bank VF Corporation In-Kind The University of North Carolina at Greensboro RLF Communications Allegra Printing

For more information about PRSA Tar Heel Chapter, please visit our website,

PRSA Unchartered Territory Professional Development Conference  

PRSA Unchartered Territory Professional Development Conference