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Reboot and Retool in Reno June 23 - 25, 2016

PRSA North Pacific District Conference

A strategic communications conference presented by

North Pacifc District

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Let’s face it. Every destination claims to have great special events, but Reno Tahoe USA has oodles of EXTRAORDINARY ones. Here are a dozen celebrated 2016 events that make our destination notorious for guaranteeing a great time. Of course, this is just the tip of the iceberg! Check out and discover more reasons to plan your next trip.

Jun 30-Jul 31


Jul 26-Aug 13

Classical Tahoe

Aug 2-7 Aug 26-27 Aug 31-Sep 5 Sep 9-11

Hot August Nights CANFEST, International Canned Beer Festival Best in the West Nugget Rib Cook-off The Great Reno Balloon Race

Sep 14-18

National Championship Air Races

Sep 21-25

Street Vibrations Fall Rally

Oct 8-9 Oct 21-22

Eldorado Great Italian Festival Ultra4 Nitto National Championship

Nov 3-6

Offbeat Arts and Music Festival

Dec 26-31

Nevada Chamber Music Festival

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Welcome From the Conference Chair

Pete Codella, MBA, APR @codella “Reboot and Retool in Reno” is the first PRSA North Pacific District Conference in nearly a decade. For 18 months, we’ve worked diligently to plan and organize every detail. You wouldn’t even be reading this … Although we may be the conference co-chairs, we’re the first to admit that you wouldn’t even be reading this without the volunteer contributions of many dozens of PRSA volunteers. We can probably all agree that the volunteer spirit of PRSA members is one of those remarkable, inspiring virtues present in the lives of so many of our peers. That collaborative spirit stems from the recognition that we’re all better when a diverse group of communicators focuses their efforts. It’s supported by the quest for improving individual and collective knowledge, skills and abilities. And it makes us better practitioners, counselors and people. After all this work, we’re elated to be part of this Reno experience, and we’re thrilled to share it with you. Can you feel the excitement and anticipation? In years to come, we hope NPD members look back on 2016 as a turning point for the district and attribute career advancements, noteworthy accomplishments and new friends to this conference. Here’s to a wonderful reboot of the North Pacific District Conference! Thanks for being here. Sincerely,

Pete Codella, MBA, APR 3 #PRSAreboot

Welcome from the Sierra Nevada Chapter President

Amanda Thiebaud Horn, Conference Co-Chair @tebohorn Welcome to the Biggest Little City, a city reinventing itself. This community’s grit and determination to rewrite its success story makes Reno the perfect host for “Reboot and Retool in Reno.” We hope this conference will serve as a catalyst for your career growth, providing the ingredients you need to strengthen your toolkit. Take advantage of the many resources at your disposal while you’re here, from impressively curated programming to networking with a diversity of experts, all in a city bursting at the seams with entertainment and beauty. We work in varied jobs in myriad fields with countless nuances, but we are all seeking efficient ways to reach and influence our audiences. Our sincerest hope is for you to expand your skill set and improve your performance, so that together we may elevate the public relations brand. On behalf of PRSA Sierra Nevada, I welcome you to our home and wish you an inspiring conference.

Amanda Thiebaud Horn 2016 PRSA North Pacific District Conference Co-Chair, Sierra Nevada Chapter President

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Conference Organizing Committee A special thank you to the hard-working volunteer committees whose dedication made this conference possible. Pete Codella, APR – Chair/Programming Lead – District Chair – Greater Salt Lake Chapter Amanda Horn – Co-Chair – Sierra Nevada Chapter President Connie Anderson – Sierra Nevada Chapter Lori Bachand, APR – Sponsorship Lead – California Capital Chapter Dan Davis – Sierra Nevada Chapter Amy Demuth – Sierra Nevada Chapter Ronele Dotson, APR – Sierra Nevada Chapter Rachel Gattuso – Promotion Co-Chair – Sierra Nevada Chapter Alison Gaulden, APR – Logistics and Hosting Lead – Sierra Nevada Chapter Kailee Gett – Graphic Design Lead – Sierra Nevada Chapter Ira Gostin – 120 West Strategic Communications Betsy Hays, APR, Fellow PRSA – District PR Professional of the Year Award Lead – District Immediate Past-Chair – Central California Chapter Todd Hollingshead – Utah Valley Chapter Jane Holman, APR – Sierra Nevada Chapter Mar Junge – Finances – District Treasurer – Silicon Valley Chapter Mike Kitson – Kitson Creative – Graphic Design Co-Chair Geraldine Lim – Secretary – San Francisco Bay Area Chapter Anne McMillin, APR – Sierra Nevada Chapter Marcus Perry – Greater Salt Lake Chapter Ken Plowman, APR – Utah Valley Chapter Dean Schermerhorn – Sierra Nevada Chapter Jackie Shelton – Sierra Nevada Chapter Jane Tors, APR – Sierra Nevada Chapter Scott Trotter, APR – Leadership Training Lead – Greater Salt Lake Chapter

In addition, our sincere gratitude to all conference volunteers for their willingness to ensure our attendees have a wonderful experience. Their contributions are greatly appreciated.

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Conference Schedule

Plenary, Keynote sessions located in the Capri Ballroom. All Breakout sessions located in Naples rooms. Help us advance the profession by providing feedback for each session you attend at

Thursday, June 23 1:00 to 2:15 p.m. District Board Meeting 2:30 to 5:30 p.m. QuickStart District Leadership Training – for 2016 and 2017 chapter board members 3:30 to 6:00 p.m. Registration 6:00 to 8:30 p.m. Welcome Reception at the Nevada Museum of Art’s Sky Room

Complimentary transportation will be provided by Reno-Tahoe Limousine from the Peppermill Resort to the Nevada Museum of Art for the Welcome Reception. Transportation departs from the Peppermill valet starting at 5:30 p.m. every 20 minutes. The last shuttle will depart for the reception at 7 p.m. Complimentary return transportation from the Nevada Museum of Art will begin at 8 p.m. and depart every 20 minutes until 9 p.m. 160 West Libery Street.

Friday, June 24 7:30 to 8:45 a.m. Registration 7:45 to 8:45 a.m. Breakfast 8:45 to 9:50 a.m. Plenary 1 Act Like You Mean Business: Essential Communication Lessons from Stage and Screen – Rob Biesenbach 10:00 to 10:50 a.m Breakout Sessions 1A 1B 1C 1D

Secrets to Working with Millennials – Betsy Hays, APR, Fellow PRSA Unleash the Power of Storytelling: Build Trust, Win Hearts, Change Minds – Rob Biesenbach New Do’s and Don’ts for Today’s Crisis Communicator – Karen Terrill How to Get Paid What You’re Worth: Your Career Pathway – Mara Woloshin, APR, Fellow PRSA

Book Signing

by Rob Biesenbach, author of “Act Like You Mean Business” 11:00 a.m. to 1:00 p.m. 6 #PRSAreboot

Conference Schedule Friday, June 24 continued

11:00 to 11:50 a.m.

Breakout Sessions

2A The Secrets of Invisibility: How to be a great ghostwriter without losing your voice – Blythe Campbell 2B 3 Things You Need to Know for a Successful IPO – Devin Knighton 2C 8 Million Infographics Later, Here Are 24 Ideas For Your Inspiration – Jacqueline Jensen 2D Cultivating the Next Generation of Practitioners and PRSA Leaders – Jay Weisberger, APR Noon Lunch 12:20 to 1:00 p.m. Plenary 2 – The Case for PR Ronele Dotson, APR – PRSA North Pacific District Director on the National Board Jane Dvorak, APR, Fellow PRSA – PRSA 2016 ChairElect Mickey Nall, APR, Fellow PRSA – PRSA 2013 Chair Moderated by Pete Codella, MBA, APR – PRSA North Pacific District 2016 Chair 1:00 to 1:30 p.m. 3-in-30 – Three 10-Minute Speed Presentation TED-like talks Fri 1 The Wind Up and the Pitch: Best Ways to Work with the Media – Sheena McFarland Fri 2 Diversity Must Be Inclusive – Y’Anad Burrell Fri 3 Finding Your Ethical Compass – Janelle Guthrie, APR 1:30 to 1:50 p.m. Networking 2:00 to 2:50 p.m. Breakout Sessions 3A How to Get Real Media Results: Stop Saying How Good You Are – Ed Zitron 3B The Creative Leader: How to Unleash Your Creativity and Inspire the Best Ideas, Solutions and Service – Jill Wagner, APR, and Dianne Callahan 3C Going Viral: From Local News to the Today Show in 48 Hours – Christine Varela, APR 3D Brand You: Reputation Matters – Mickey Nall, APR, Fellow PRSA 3:00 to 3:50 p.m. Breakout Sessions 4A Maintaining Strategy in Transparency – Heather Barnum, APR 4B Generational Motivation – Gordon Fowler 4C Politics of Authentic Engagement – Kathy Leslie, APR 4D Navigating the Social Media Tsunami – Rob Wellman 4:00 to 5:00 p.m. Plenary 3 – Creating Powerful IMC Strategies: From Strategy Statement to Synchronized Tactics – Bonnie Harris 6:30 to 8:30 p.m. Reno Riverwalk Food & Drink Tour – additional ticket required 7 #PRSAreboot

Conference Schedule Saturday, June 25 7:45 to 8:45 a.m. Breakfast Join other North Pacific District independent practitioners over breakfast for networking and an informal discussion of business trends and issues unique to “solo pros.” J.W. Arnold, chair of PRSA’s Independent Practitioners Alliance, will be joining us for this informative roundtable discussion and will share news about IPA’s programs and services for indies. 8:45 to 9:00 a.m.

State of the District Pete Codella, APR, 2016 NPD Chair | State of PRSA – Jane Dvorak, APR, Fellow PRSA, PRSA 2016 Chair-Elect

9:00 to 9:50 a.m.

Plenary 4 – Secrets of the New Media Relations Superstars – Michael Smart

10:00 to 10:50 a.m. – Breakout Sessions 5A Power PR Writing: Be More Persuasive in Less Time – Michael Smart 5B Website Best Practices: How to Effectively Tell Your Story Online – Mark Polson 5C We’re Not What You’d Expect: Modernizing Government for the New Millennium – Lise Harwin, APR 5D Diversity: Not Just A PR Strategy – Y’Anad Burrell 11:00 to 11:50 a.m. – Breakout Sessions 6A The Game of Sales: Let’s Play! – Danny Heinsohn 6B “Undercover Boss:” How a strategic approach helped maximize a big opportunity – Chris Thomas 6C Tools and Tips to Create Quality Video on a Budget – John Frith and Patrick Storm 6D What’s the Atomic Weight of Your Content? – Michael Pranikoff Noon Lunch 12:15 to 12:45 p.m. 3-in-30 – Three 10-Minute Speed Presentation TED-like talks Sat 1 How to Win & Wow in Networking – Betsy Hays, APR, Fellow PRSA Sat 2 Resilience Happens: The Power of Perseverance – Danny Heinsohn Sat 3 Promoting Your Personal Brand – Ira Gostin, MBA 12:45 p.m District Practitioner of the Year Award Ceremony – Betsy Hays, APR, Fellow PRSA, 2016 NPD Immediate Past Chair 1:00 to 2 p.m. Plenary 5 – Go West, Candidates – Jon Ralston 2:30 to 4 p.m. 4 p.m. to ?

Closing Reception Tuscany Ballroom Reno activities

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We welcome your feedback. Visit

Reno Riverwalk Food & Drink Tour Friday, June 24 6:30 to 8:30 p.m.

Take a stroll along the Riverwalk and savor Reno’s exciting urban renaissance. You’ll find shopping, restaurants, bars and taverns, entertainment, lodging, even a whitewater park – all in a safe, fun, friendly area that celebrates Reno’s arts, culture, and history 365 days a year. Join your fellow PRSA colleagues for a oneof-a-kind walking tour of the Reno Riverwalk through an exploration of paired tastes and sips at multiple restaurants and bars.

Complimentary transportation will be provided by Reno-Tahoe Limousine from the Peppermill Resort to the Reno Riverwalk Food & Drink Tour. Transportation will depart from the Peppermill valet. Two shuttles will be provided. The first will depart at 5:45 p.m. and the second will depart at 6:15 p.m. Return transportation will be provided from 8:30 - 9:30 p.m. every 20 minutes from the Century Riverside Movie Theatre located at 11 N Sierra St, Reno, NV 89501.

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Inaugural North Pacific District PR Practitioner of Year Award The PRSA North Pacific District PR Practitioner of the Year Award is a regional honor for NPD members. This is the inaugural year for the award, which will be given annually to a PRSA member in the North Pacific District who has worked full-time in public relations for more than five years and demonstrated excellence in his/her public relations knowledge, skills and abilities. It honors those who have excelled professionally and given back to the industry through volunteer contributions to PRSA and to supporting the future of the industry. Judges are leaders in other PRSA Districts. Join us in congratulating the following nominees for the 2016 PRSA North Pacific District PR Practitioner of the Year Award:

Meadow Bailey, APR – Alaska Chapter

Cindy Sharpe, APR

– Puget Sound Chapter

Michelle Hege, APR

– Greater Spokane Chapter

Tracie Barnthouse

– Sierra Nevada Chapter

Jill Wagner, APR

– Central California Chapter The winner will be announced at lunch on Saturday during a special ceremony.

PRSA North Pacific District Board of Directors District Chair: Pete Codella, MBA, APR – Greater Salt Lake Chapter Chair-Elect: Alison Gaulden, MBA, APR - Sierra Nevada Chapter Treasurer: Mar Junge – Silicon Valley Chapter Secretary: Taraneh Fultz, APR – Portland Metro Chapter Immediate Past Chair: Betsy Hays, APR, Fellow PRSA Montana & Wyoming Liaison: Tia Troy – Montana Chapter National Nominating Committee Representative: Scott Trotter, APR Betsy Hays, APR, Fellow PRSA (alternate) John Mitchell, APR, Fellow PRSA (alternate) National Board Liaison: Ronele Dotson, APR Don Mounce, APR - National Regional Representative Manager 10 #PRSAreboot

Engage to Win

Use the tools of your trade throughout the conference and you could win prizes in the “Reboot and Retool in Reno” social media contest. It’s simple! 1. Post to Twitter and Instagram images of you and your fellow conference-goers. Showcase highpoints of your sessions, your new colleagues and your stay in Reno, just like you would otherwise. 2. Tag @renotahoeusa and @PRSA_NPD with the hashtags #renotahoe and #PRSAreboot. 3. Those social media users with the highest levels of engagement will win exciting prizes, including a weekend stay in Reno. 4. Go home with great pictures and maybe some prizes! Must be present at closing reception to win. Visit for the complete #PRSAreboot social media contest rules.

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Our Thanks to NV Energy Printing The PRSA North Pacific District would like to thank NV Energy for participating as the official print sponsor of “Reboot and Retool in Reno.”

Conference Sponsors The PRSA North Pacific District Conference wouldn’t be possible without the generous support of event sponsors. A special thanks to the 2016 #PRSAreboot sponsors:

Presenting Sponsor RenoTahoeUSA @renotahoeusa


Gold Sponsor PR Newswire @PRNewswire

Bronze Sponsors Nevada Museum of Art @nevadaart

Bauserman Photography @bausermangroup

NV Energy Printing @NVEnergy

Reno Tahoe Limousine @RenoTahoeLimo

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Reno Sponsors Access Event Solutions @ACCESS_Live

120 West Strategic Communications @120WestIR

Server Technology @ServerTechInc

BrightPoint Creative @BrightPointC

Newswise @newswise

Southern Wine & Spirits of Nevada @swsknows

Sierra Sponsors AdScripts


Wireless Provider – AT&T @ATT

Social Media Provider NUVI @nuvi

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About the Public Relations Society of America The Public Relations Society of America (PRSA) is the largest professional organization serving the U.S. public relations community. With a mission to “advance the profession and the professional,� PRSA provides news and information, thought leadership, continuing education and networking opportunities; sets standards of professional excellence and ethical conduct; and advocates for the business value of public relations and greater diversity among public relations professionals. Based in New York City, PRSA comprises 110 local chapters and 10 districts; 14 professional-interest sections that focus on specific industries and practice areas; and the Public Relations Student Society of America (PRSSA), which is active at more than 340 colleges and universities.

About the North Pacific District One of the largest geographic areas of PRSA, the North Pacific District spans from Alaska to Colorado. Five board members serve volunteer leaders in 15 chapters and nine states: Alaska, California, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming. The NPD supports chapter initiatives from programming to awards programs and offers valuable mentoring to future professionals in 24 PRSSA chapters throughout the region. District board members represent nearly 2,500 PRSA members in monthly District Council meetings and each year at the PRSA International Conference and Leadership Assembly. Learn more at

Communications Solutions for the Bottom Line 16 #PRSAreboot

2016 PRSA North Pacific District Conference program  

Reboot and Retool in Reno - the 2016 PRSA North Pacific District Conference program #PRSAreboot

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