The Public Relations Society of America and Ragan’s PR Daily present:

The 2010

New York City, March 2-3

Con Edison Headquarters Union Square Best
Best Practices
Practices Summit
Delivering measureable results in the digital and mainstream media world
No theory. Who should attend? That’s easy:
• Public relations professionals
No pie-in-the-sky advice. • Crisis communicators
• Employee communicators
Just proven strategies • Media relations executives
straight from the PR front lines. • New media professionals
• Social media novices and experts
Join us in New York City for the first-ever Who will be speaking?
Media Relations Best Practices Summit •B  usinessWeek
from PRSA and Ragan Communications! • Child’s Play Communications
• Co-Communications, Inc.
We’ve assembled the biggest media relations professionals for a day of • Con Edison
training that will give you hundreds of ideas, tips and strategies for your
• Dow Jones
company, your agency and your career. Here’s what you will learn:
• Edelman New York
• How reporters want to be pitched (Hint: It’s not your father’s tried-and- • General Motors
true pitching formula. It’s a new age for media relations pros, and we’ll
• Ketchum Global Research
give you the latest proven strategies for landing huge coverage in
traditional and mainstream media) • Perkett PR
• Phoenix Suns
• How to use Facebook and Twitter—the two hottest tools in PR today—
• PRBreakfastClub
to pitch the media, build relationships with reporters and bloggers
and get ahead in your career • RLM Public Relations
• Ruder Finn
• How to prevent your company from going up in social media flames. It
• Shel Holtz
was the “Year of Living Dangerously” for many Fortune 500 companies.
Think Domino’s. Express Jet. Amazon. We’ll show you how to prepare for a •U  SA Today Weekend
media relations crisis on YouTube, Twitter and other Web 2.0 platforms
Four ways to register:
• The biggest media relations success stories of 2009—and the stinkers
Call 800.493.4867
• The best media relations ideas of 2009 packed into a 30-minute, rapid-fire
idea-jamming session. Get your legal pad out because you’ll be filling it Fax the registration form to
with ideas from our star-studded panel of media pros 312.861.3592
Browse www.ragan.com/MedRel
HOST SPONSOR: PRESENTED BY: Mail the completed registration form to:
Ragan Communications
111 E. Wacker Drive, Suite 500
Chicago, IL 60601
Pre-Conference Workshops:
Tuesday, March 2, 2010
Arrive a day early and attend our value-packed
pre-conference workshops!
9 a.m. – noon
The 10 biggest trends in PR measurement
and ROI: How to build them into your
communications plan
Don’t wait until the end of your media relations campaign to think
about measurement. Build them into your plan at the beginning.
Ketchum’s Dr. David Rockland will show you how to design your
own measurement program inexpensively.
You will learn how to:
• Create the most cost-effective way to conduct media measurement
• Set goals and ways you can measure them
• Manage brand tracking and corporate reputation management
research
• Isolate the impact of PR
• Measure social media
• Find ROI measurement in five easy steps
• Know when to call in the measurement pros and what it
should cost
• Plus! A do-it-yourself measurement budget
Dr. David Rockland is the Partner and Managing Director of Ketchum’s
research business, the largest in the industry with staff in Asia, the U.S.,
Latin America and Europe. He also oversees Ketchum’s measurement
consulting business. He is the former Chairman of the IPR Measurement
Commission, and was recently appointed as the first agency director to
the Board of the International Association for Measurement and Evaluation
of Communication. Rockland will be joined by staff members who will
help facilitate this interactive learning experience.
1 p.m. – 4 p.m.
Using social media to score coverage, build
relationships with traditional and new media,
and extinguish social media firestorms
Media relations pros face a whole new world. Gone are the days
when knowing how to write a good press release was all your
job demanded. You need to master Facebook, Twitter, LinkedIn
and a dozen other social media tools you have barely had time
to consider. In this session, you’ll learn how to:
• Find the most powerful reporters and bloggers online and
learn what to do when you find them
• Engage the media and become an indispensable resource to them
• Use the new social media press release to keep down costs
and score coverage
• Prepare for a social media firestorm (Don’t wait until it’s too late!)
Shel Holtz is principal of Holtz Communication + Technology, which he
founded in 1996 after nearly 20 years in the corporate world, including stints
as communications director for two Fortune 500 companies. He is the author
of several communications-themed books, most recently co-authoring
“Tactical Transparency.” He blogs and co-hosts the first communications-
focused podcast, “For Immediate Release.”
Conference, March 3, 2010
8 a.m. – 8:15 a.m.
Welcome/Introduction
Michael Clendenin, Director of Media Relations for Con Edison
Mark Ragan, CEO, Ragan Communications
8:15 a.m. – 9:15 a.m.
Keynote: Crisis communications at General Motors:
Make social media work for your media relations
How does one of the world’s largest automakers respond during
a financial crisis? It embraces social media channels—lots of
them. Find out how General Motors uses Twitter, YouTube,
wikis and more to immediately respond to media inquires,
handle crisis communications and monitor the blogosphere.
GM, one of the early adopters of corporate blogging, blazed
a trail for PR professionals and communicators to follow. The
automaker continues to set the standard for how companies
can take advantage of inexpensive social media tools to
engage with an online community.
Go behind the scenes with GM and see how it:
• Breaks news through its FastLane blog
• Connects with millions of people through the GM wiki with
stories about favorite cars, career highlights and other news
to reach the media and retirees
• Uses its resources effectively with Twitter, blogs and other
social media channels
• Takes advantage of YouTube to reach a wider audience
• Knows when and how to respond to comments
Christopher Barger is Director of Global Social Media at General Motors, and
leads the company’s social media communications efforts. He is responsible
for setting General Motors’ communications strategy in emerging social media.
9:30 a.m. – 10:30 a.m.
Session 1: Secrets from top PR pros, journalists
and media relations experts
Join us for an interactive panel with top PR professionals,
journalists and media relations experts.
Moderator: Michael Sebastian, Editor, PR Daily, Ragan Communications
Panelists: Todd Ringler, Executive Vice President and Managing Director
of National Health Media at Edelman New York
Diane Thieke, Marketing Director for PR and Corporate Communications,
Dow Jones
Shirley Brady, Community Editor for BusinessWeek.com
Everett Potter, Editor-in-Chief of Everett Potter’s Travel Report, columnist
for USA Today Weekend magazine
10:45 a.m. – 11:45 a.m.
Session 2: How the Phoenix Suns use Twitter
and other social media platforms to extend its
brand and grow its fan base digitally
Widely considered a leader among NBA franchises in terms of
technology, Suns.com has been named the top team site in the
league twice by the Sports Business Journal. The Suns operate
eight Web sites, including a corporate blog, an official social
network and a site for their fans on Twitter.
 You’ll learn how the Suns are engaging fans through social
media. With seven players and more than 20 front-office execu-
tives on Twitter, the Suns are once again setting the standard for
how professional sports franchises utilize digital channels to
communicate and interact with its audience. You will learn:
• The strategy behind the Suns’ social media efforts, including
MySpace, Facebook, YouTube and Twitter
• The exploration and evolution of PlanetOrange.net, the Suns’
official social network, featuring more than 14,000 “citizens”
• How departments within the Suns’ front office use Twitter
• How the Suns generate revenue through its social media platforms
Jeramie McPeek is Vice President of Digital for the Phoenix Suns. Currently
enjoying his 18th season with the Suns, Jeramie oversees the organization’s
digital and social media initiatives.
Noon – 1:30 p.m.
Session 3: Lunch panel
30 ideas in 30 minutes: The best social media
ideas of 2010 from young PR pros
Have you ever seen conference attendees scribbling ideas so fast
that their hands cramp? No? Well, you’ll experience it during this
tip-packed best ideas session. The PRBreakfastClub is a network
of young PR pros working to strike a balance between harnessing
the value of traditional media and embracing the power of social
media amidst a rapidly evolving media landscape.
Moderator: Michael Sebastian, Editor, PR Daily, Ragan Communications
Panelists: Jess Greco, Account Coordinator at a mid-sized NYC PR agency
Christina Khoury, Conference Coordinator/Associate Publicist, Planned TV
Arts, a division of Ruder Finn
Keith Trivitt, Account Executive, RLM Public Relations
Danielle Cyr, Account Manager, Co-Communications, Inc.
Kate Ottavio, Account Coordinator, Co-Communications, Inc.
Marie Baker, Senior AE/Online Marketing Manager, Child’s Play Communications
TJ Dietderich, Social Media Coordinator
1:45 p.m. – 2:45 p.m.
Session 4: The top 10 worst pitches and how you
can avoid becoming one of them
With PR spam at an all-time high and bad pitches appearing online
and off, join the Bad Pitch Blog’s co-founder Richard Laermer to hear
how to keep your pitches on target and off his site. Get tips, advice
and case studies helping you maintain and build strong relationships
through carefully-crafted pitches that are spot on and unforgettable.
You’ll learn how to:
• Pitch on, off and in between the lines
• Keep yourself aligned with trends and not just “do releases”
• Talk back to the client (really) so you can keep his and your
reputation safe
• Listen to that voice in your head that says “Don’t Push Send”
• Know when “Hollywood pitches” are not just for the entertain-
ment world
• Attain passion for story ideas even when the product seems
cold and dry
Richard Laermer is an expert in marketing and media, CEO of world-renown
(and provocative) PR firm RLM Public Relations. Laermer’s latest book,
2011: Trendspotting (Laermer.com) is the sequel to 2002’s acclaimed
Trendspotting, which remains a top e-book seller. Laermer co-runs Bad
Pitch Blog (badpitch.blogspot.com).
3:00 p.m. – 4:00 p.m.
Session 5: Con Edison reports: Boost your media,
customer and employee outreach with social media
From baby steps to big steps, Con Edison has taken the plunge
into the world of social media and is now part of the conversation.
New York’s largest utility manages a Facebook page and engages
with fans, tweets green tips and responds to followers, and
launches fun and engaging efficiency videos as well as home-
made “flip camera” videos for its Web site and YouTube page.
You’ll learn how a conservative company like Con Edison
approached the social media world through:
• Branding new initiatives/programs within your company while
strengthening your corporate brand
• Enhancing communication with the public by showing a “softer
side” of your company
• Targeting a new demographic of customers by exploring the
world outside of the conventional press release
Elizabeth Clark is a Public Affairs Manager for Media Relations at Con Edison.
Elizabeth launched and manages the Company’s Facebook and Twitter pages.
Michael Clendenin is Director of Media Relations at Con Edison, which operates
in the media capital of the world and, in recent years, has begun expanding
its outreach to customers and the media through social media channels.
4:15 p.m. – 5:15 p.m.
Session 6: Kick it up a notch: Enhance your social
media strategies for better business results
Social media is the latest buzzword in marketing, but do you
know what it really takes to execute a successful social marketing
strategy? Beyond an understanding of the tactical tools, this
session provides an in-depth look at how to effectively develop
and execute campaigns that will positively affect your bottom
line and help you to reach your business goals.
You will learn how to:
• Provide value to any company with social media
• Integrate social media into marketing, sales and customer
service for consistent and persistent results
• Increase your visibility and build loyalty among your audience
to positively impact your company’s bottom line
• Walk away with expert knowledge of how to build valuable and
productive social marketing campaigns
Christine Perkett (@missusP) is President and Founder of PerkettPR, Inc.
Named in 2008 as “Best Communications, Investor Relations, or PR
Executive,” by The Stevies: American Business Awards and recognized as
“Agency Executive of the Year” by PR News. Lisa Dilg (@pprlisa) is part of
the Executive team at PerkettPR.
 The Public Relations Society of America and Ragan’s PR Daily present: Four ways to register:
Call 800.493.4867
The 2010
Fax the registration form to 312.861.3592
Browse www.ragan.com/MedRel
Mail the completed registration form to:
New York City, March 2-3
Con Edison Headquarters Union Square Best
Best Practices
Practices Summit Ragan Communications
111 E. Wacker Drive, Suite 500
Delivering measureable results in the digital and mainstream media world Chicago, IL 60601

Registration
Yes! I will attend. Pre-Conference workshops • $195 • Tuesday March 2, 2010
 My check for $_______________is enclosed. 9 a.m.–noon
 Charge my credit card:  The 10 biggest trends in PR measurement and ROI: How to
 MasterCard  Visa  American Express  Discover build them into your communications plan
with Dr. David Rockland
 Please send me an invoice (Make checks payable in U.S. dollars to
Lawrence Ragan Communications) 1 p.m.–4 p.m.
 Using social media to score coverage, build relationships with
Registration Fees traditional and new media and extinguish social media firestorms
Standard conference fee: $695 for one participant. Ragan customers with Shel Holtz
and PRSA members save $100 and pay only $595.
For group discounts call 800-493-4867. Conference Information
Con Edison Headquarters—near Union Square in Manhattan
Cancellations 4 Irving Place, 19th Floor • New York, NY 10003
All cancellations are subject to a $150 service fee (per attendee). For hotel and travel details please go to www.ragan.com/medrel-hotels
Before January 29, 2010, you will receive a refund of your payment
minus the service fee. After January 29, 2010 your payment will
be credited toward a future Ragan event, minus the service fee.
Registrants who fail to attend and do not cancel prior to the event
are not entitled to a credit or refund of any kind. No exceptions.

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