PRSSA 2018 National Conference | Austin, Texas | October 5–9

Winning the RacePolitics has always been a game heavily influenced by public relations. Now, the game is changing. From speech writing to campaign management, learn what it takes to stay competitiveand keep your candidates winning in today’s political climate.

Staying Competitive With Emerging TrendsIn today’s communications evolution, a sensible public relations practitioner needs to know how to help the client and create value with the use of innovation and emerging trends. In thissession, learn how to build strong leadership, identify marketing opportunities and develop content that takes advantage of rising trends in social media, business and technology.

PR Wears PradaFashion trends change so quickly that one day you’re in and the next, you’re obsolete. In this session, take an in-depth look into the public relations strategies surrounding fashion andengage in the groundbreaking conversation surrounding the rise of e-commerce.

Social Media: How It Has Shaped the World of PRWe are living in the age of social media and seeing our lives adapt to it every day. That wasn’t always the case. In this session, see how far public relations has come, and learn about howto maximize social media for the benefit of your client.

Life Lessons You Never Learned in CollegeNavigating the landscape of an ever-changing workforce can be intimidating for a new professional. Learn how to lay the groundwork for your future by navigating the transition from collegeto career in a more informed and rewarding way.

Not for PRofitHear from a successful professional on how to manage public relations on a nonprofit budget. Discuss the trials and triumphs that come with it, and find out how you can hone your skills tobetter serve the cause you choose by giving a voice to your organization.

Navigating Media ManagementYou may have heard that there is no such thing as bad publicity. However, with the 24-hour news cycle, managing an image in the media has become a tricky endeavor, with a high potentialfor success. Learn how to craft a successful press release and stay ahead of the curve.

Strategic Event PlanningThe best way to accomplish anything is to do so strategically. This especially rings true when navigating event planning. Every event is different — as is every lead time, budget and targetmarket. Learn some tactics that can help guide you as you create the perfect event and marketing calendar.

PR Gets FestiveManaging the logistics of everything from wrangling top-notch performers to making a covenant with local politicians is enough to leave even the most seasoned planners overwhelmed.Hear from an expert about how to manage all the details of an internationally recognized entertainment festival from a public relations perspective.

Come Fly With MeIn a day when the customer is king, there are some strategies you can use to make sure your brand is everything your target consumer needs and more. Hear from an expert on how tosatisfy your clients’ customer service needs while also promoting a top-notch service.

Emotional Intelligence in Digital StorytellingCovering stories with sensitive subject matter is not always an easy endeavor. Learn about the tactics and styles you can utilize to stay on message while respecting the individuals involved,and keeping your audience interested.

Code for CommunicationIn a world that is almost entirely digital, learn the importance of coding as communicators. Learning this technological art may be the best way to expand your business or organization, andit also may be the piece you never knew you were missing.

Roll With Your ReputationRun with these tips from an expert on how to manage an award-winning sports team’s internal and external communications.

Design Keeps Things in LineA picture is worth a thousand megapixels. Learn from our two panelists on the ideation and creation of audience-driven social media marketing digital content.

InterVIEW Your Strengths and WeaknessesGetting a job immediately after graduation is a challenge many millennials are facing. Learn strategic tips on how to best prepare yourself for that interview.

Conference Sessions

Registration Costs

Full Registration

All events, Oct. 5–9

Members and affiliates $335

Nonmembers $370

Day Registration

Can’t attend the full Conference?

Register for a single day’s sessions

and events.

Members and Affiliates $200

Nonmembers $210

Registration Deadline: Friday, Sept. 7

Welcome to Austin

The city of Austin is an example of the rich growth and opportunity that can be found in the state of Texas.

The city was founded in the 1830s when the first settlers arrived in a small area of the Colorado River. The

settlers named their new settlement Waterloo. After becoming a part of the Independent Republic of Texas,

the city of Waterloo was renamed Austin in honor of Stephen F. Austin — a man widely regarded as the “Father

of Texas.”

Austin’s reputation as a quirky and forward-thinking city has turned it into a magnet for major corporations

and startup businesses. In fact, Forbes ranked Austin as the No. 1 city for projected annual job growth. Austin

hosts a number of global public relations agencies including Edelman, Weber Shandwick, and

FleishmanHillard. The fast-paced nature of the city also has made it possible for dozens of boutique public

relations firms to grow and flourish.

The warm climate and hundreds of acres of public green space means that the city is a welcoming place for

those who like to get outside to exercise, play and explore. Lady Bird Lake is a great place to go kayaking or

paddleboarding. Bicycle rentals are a great way to explore the parks and the city. Remember to stop by Congress

Avenue Bridge at sunset to see the bats fly out into the night.

Positioned deep in the heart of Texas, Austin serves not only as the state’s capital but also as the cultural capital

of Texas. With the advent of music and arts festivals like Austin City Limits (ACL) and South by Southwest

(SXSW), the arts scene in Austin is thriving. The city has a number of art museums, theaters and music halls.

Art can be found all over the city. Murals and street art decorate the sides of buildings, and pop-up art shows

mean there is always something new to discover. Take a short walk downtown and it is not hard to see why

Austin also is considered the live music capital of the world. Live performers can be found in most bars,

restaurants and parks.

As Austin grows bigger and bigger, residents of the city still hold on to the progressive values and unique culture

that drew them to the city in the first place. Austin’s forward growth projections show no sign of slowing down.

Because of this, the field of public relations is growing in tandem with all of the industries in Austin. The PRSSA

2018 National Conference is an opportunity to experience the city that gives life to so much culture, industry

and advancement.

Conference is an investment in yourself and

your career. The Art of PR will provide

opportunities to learn from and network

with public relations students and professionals

from across the country. Don’t miss the

opportunity to strengthen your career

prospects while visiting the city of Austin.

Discover public relations in a city filled to

the brim with artists, scholars and innovators.

Find out how public relations aligns itself

with Austin’s biggest industries, including

technology, fashion, hospitality, music,

health and entertainment. Discover a

forward-thinking field in the nation’s most

forward-thinking city.

Network with public relations peers and

professionals. With 1,000 attendees and a

large group of professional speakers, the

networking opportunities will be invaluable.

Bring resumes and business cards and

prepare to make connections that will propel

you into the working world.

Learn about the different sections of public

relations from a variety of speakers with a

large range of backgrounds and experiences.

Discuss the future of public relations and

find out where your career might take you.

Find out what skills you need to be considered

a futurist of public relations.

Program Highlights

Located in the middle of downtown

Austin, this year’s Conference will

be hosted at The Hilton Austin.

The hotel provides guests with

amenities such as a spa, a fitness

center, a business center and a

rooftop pool with a breathtaking

view of the Austin skyline. You also

will find a cocktail bar and lounge,

a Starbucks and a Tex-Mex

restaurant, all inside the hotel.

The Hilton Austin

500 E 4th Street

Austin, TX 78701

(512) 482-8000

The PRSSA block rate is $219

per room, per night (not

including taxes). Visit

prssa.prsa.org/events/Conference

to reserve your room. The deadline

to book a room is

Friday, Sept. 7, but don’t wait,

rooms will fill up fast.

Hotel InformationFor starters, you can expect to learn invaluable lessons about public relations

and about entering the real world. You will learn tips of the trade from the people

who know the field best. Our talented guest speakers will discuss everything from

fashion to non-profit. Career tours will give you a sneak peek at what your future

might look like. The Résumé Critique session will give you an edge when you apply

for jobs and internships. The countless networking opportunities will ensure that you

have connections for years to come.

Also, get ready to experience the city of Austin — a spunky little city with

a Texas-sized personality. The city is known for its eccentricity, delicious food and

live-music scene. In fact, Austin is so well known for its live-music scene it has

become home to major music festivals like the Austin City Limits festival (ACL). It just

so happens that ACL will be occurring the same weekend as Conference, so expect

the city to be more crowded than usual. ACL tends to attract visitors from around the

world and hotels are often booked a year in advance, so it is important that you make

your hotel reservations on the Conference webpage as soon as possible. Don’t let

this scare you, Austin is really fun during festival seasons. Sometimes, you can even

rent a boat and listen to the concerts from the river.

Now that you know what to expect while you are at Conference, here is what

you can expect to take away: a newly invigorated passion for public relations.

Spending a weekend surrounded by people who all love the field they practice with

have a positive and lasting effect on your career. The friends, connections and

memories you will make at Conference are irreplaceable and will have an impact on

your future as a public relations professional. It’s time to get inspired, get registered

and get ready to experience Art of PR.

What to Expect at the PRSSA 2018 National Conference

You’ve probably heard that the National Conference is anamazing opportunity to network and mingle with peers andpublic relations professionals—and it is. But what elseshould you expect from Conference?

Meet the Conference Committee

Let’s Connect

Elissa Butler, Programs Director; Alejandro R. Garcia, Conference Director; Cortney Pickett, Hospitality Director; Kathleen Stone, Communications Director;

Rosa G. Ambriz, Programs Director; Tyler Gonzalez, Logistics Director

Twitter: @prssanc

Facebook: PRSSA National Conference

Email: prssanc@gmail.com

Website: prssa.prsa.org/events/Conference