PRSSA 2011 National ConferenceOctober 14–18 Orlandowww.prssa.org/conference

On-Site Program

Welcome to Orlando!Orlando is a magical place to escape reality and enter a world of fantasy. PRSSA 2011 National Conference attendees will eagerlydiscover the creative experiencesthat are just beyond reality's reach.

Since public perception providesthe foundation for all strategic communications, the Conferencetheme is mirrored within the practice of public relations itself.Perception is reality for professionals practicing strategiccommunications. Successful practitioners embrace this fact and,consequently, seek a deep understanding of public attitudesand target audience behaviors thatdrive effective programs.

Discover your own perceptions ofreality in Orlando.

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Discover your own perceptions of reality in Orlando.

Welcome to the PRSSA 2011 National Conference!The next five days are going to be packed full with professional development opportunities,networking, career advice and leadership workshops. We will hear from professionalsand industry leaders, all of whom have vast experiences to help make your Conferenceexperience memorable.

Orlando is a home base for creativity. While you are attending workshops and sessions, letthe presenters inspire you with their creativity and passion for public relations. It is my hopethat Conference will further solidify and legitimize your career choice. There are many greatsessions for people with many different interests. Don’t be afraid to step outside of yourcomfort zone and learn something new.

Once again, welcome to Orlando. I am so excited to be here with all of you. I hope you have afantastic stay in Orlando — enjoy National Conference!

Adam Aisner2011–2012 National President

Letter From the National Conference CommitteeWelcome to the PRSSA 2011 National Conference, Perception Is Realty:Inspiring Effective Communication, hosted by the PRSSA Alpha Chapter atthe University of Florida College of Journalism and Communications. Thisyear’s Conference, held against the magical backdrop of Orlando,Florida, will inspire you to embrace effective practices of the publicrelations field and prepare for a successful career.

This year’s theme will come to life not only through the Conference’smagical location, but also through captivating sessions and speakers.Hear from professionals as they share years of experience and tipsfor getting ahead in a competitive environment. Choose from a widevariety of sessions that best suit your interests, including socialmedia, public interest communication and integrated communications.From fashion to not-for-profit communications, this Conferenceprovides the opportunity to delve more deeply into an exciting

and continually evolving field.

In addition to sessions and Orlando’s world famous attractions, experience themusic, the fantasy and the mystery at Friday’s opening night celebration: Carnaval

Brazilian Masquerade! Immerse yourself in the Brazilian culture with lights, music andamazing performances by Sabor Latino, the University of Florida’s Hispanic Student

Association’s official dance team and “UF’s hottest performance group” and celebrate the start ofan unforgettable weekend by creating ties with fellow attendees from across the country.

Join us in making this Conference a weekend of unforgettable fun and professional growth. We look forward to meeting you!

The PRSSA 2011 National Conference CommitteeNational Conference CommitteeFrom left to right, back row: Sarah Poser, Kelsey Abel, Sofia Royce, Stephanie Covey, Amanda Lyon, Chris Boogar. From left to right, front row: Jordan Barrish,Mirtle Pena, Julia McClure, Jerry Bruno, Jacqueline Bond, Lauren Canina, Haley Rohrer. Adviser: Deanna K.W. Pelfrey, APR, Fellow PRSA.

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© Disney

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Conference InformationHotel InformationInternet AccessThe Renaissance Orlando at SeaWorld offers free wireless Inter-net access in the atrium/lobby area. Conference meeting andsession rooms will not offer complimentary wireless Internet ac-cess. Wired Internet access is available in hotel rooms for $14.95per day.

All National Conference events, except the PRSA General Sessions, will be held at:

Renaissance Orlando at SeaWorld6677 Sea Harbor Drive, Orlando, FL 32821(407) 351-5555

The PRSA General Session will be held at:JW Marriott Orlando Grande Lakes4040 Central Florida Parkway, Orlando, FL 32837

Shuttle InformationPRSSA provides free shuttles to and from the PRSA GeneralSessions at the JW Marriott Orlando Grande Lakes. At the Ren-aissance Orlando at SeaWorld, shuttles will pick up and drop offat the Porte-Cochere near Oceans Ballroom.

These shuttles will run round-trip at the following times:• Sunday, Oct. 16, 12 p.m.–4:30 p.m.• Monday, Oct. 17, 7 a.m.–12 p.m.• Tuesday, Oct. 18, 9:15 a.m.–12:45 p.m.

A limited number of shuttles will be available round-trip on Saturday, Oct. 15 from 6–11 p.m., stopping at:• Downtown Disney• JW Marriott Orlando Grande Lakes (PRSA hotel)• Universal CityWalk

Getting to the Renaissance Orlando at SeaWorldFrom Orlando International Airport (MCO)Shuttle from MCO (Mears Transportation Group)$19 per person one-way / $30 per person round-trip

Taxi from MCOEstimated fare $35

Ground TransportationDirections from I-95, I-75 and I-4 can be obtained on the National Conference website:www.prssa.org/events/Conference/Hotel_Travel/

Getting Around OrlandoThe Renaissance Orlando Hotel at SeaWorld offers freetransportation to SeaWorld Orlando, Discovery Cove Orlando,Aquatica and Universal Studios Florida for resort guests.

International Drive’s convenient I-Ride Trolley makes gettingaround Orlando a breeze. With 78 stops scheduled every 20minutes, it’s easy to reach some of Orlando’s most renownedhotels, restaurants and shopping destinations. The I-Ride Trolleyconveniently picks up guests directly in front of the RenaissanceOrlando Hotel at SeaWorld.

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General Information WardrobeAttendees should dress in business attire for all Conferencesessions (which includes modest blouses, suits, slacks, ties anddresses –– jeans and shorts are not acceptable). The “DreamsDo Come True” Awards Dinner is business formal.

Those attending the opening-night celebration Carnaval shouldwear dressy attire (which includes skirts, dresses and button-downshirts and slacks). As it is a Brazilian masquerade, festive maskswill be provided in all attendees’ bags.

Please keep in mind that central Florida weather may beunpredictable though temperatures during this time are typi-cally around 75 degrees. Rain is quite common.

Etiquette National Conference is a professional event. Attendees are expected to represent themselves, their schools and the Societyin a professional manner. This includes dressing appropriatelyfor events.

Chapter Roll CallRepresent your school’s Chapter at the Saturday morning Chapterroll call. As the PRSSA National President announces yourChapter, have a cheer, chant or song prepared that lets everyoneknow you have arrived. Be creative and have fun with it! Pleaseremember to dress in business attire, as this event is held inconjunction with the keynote address.

Information StationMeet up with Orlando experts at the hospitality table nearregistration to get the lowdown on where to go and what tosee. Volunteers can advise you on restaurants, nightlife andlocal attractions throughout the city.

Safety• Store photocopies of important documents – including yourpassport, credit cards and tickets – in the hotel safe.

• Carry only the cash you need in small denominations andnever discuss in public your plans or the amount of moneyyou are carrying.

• Never leave money, checks, credit cards, jewelry, othervaluables, extra room keys or car keys in the room. Takevaluables with you or leave them in the hotel safe.

• Stay alert to what’s going on around you. Be mindful of yourvaluables (purses, wallets, phones, etc.).

• Establish a “buddy” system with another Conference attendee.Share schedules and check on each other periodically.

Contact the Conference CommitteeEmail: prssa2011nc@gmail.comTwitter: @PRSSANCFacebook: “PRSSA 2011 National Conference” groupFor more information, please visit www.prssa.org/event/conference.

Connect with PRSSA National Conference attendeesusing the #PRSSANC and #PRSSA hashtags.

Photography NoticePlease be aware that by participating in PRSSA’s public forum,“The PRSSA 2011 National Conference,” you are automaticallyauthorizing the Public Relations Society of America (hereafter“PRSA”) and the Public Relations Student Society of America(hereafter “PRSSA”) and its employees, agents and assigns touse your name, photograph, voice, or other likeness for purposesrelated to the mission of PRSA and PRSSA, including but notlimited to publicity, marketing, websites, other electronic formsor media, and promotion of PRSA, PRSSA and its various programs.

Save the DatePRSSA 2012 National AssemblyMarch 15–18, 2012Charlotte Marriott City Center Charlotte, N.C.

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Conference Schedule at a Glance

“Our sincere appreciation andgratitude to the PRSSA AlphaChapter at the University of

Florida College of Journalism andCommunications and their PRSSA

Faculty Adviser, Deanna K.W. Pelfrey, APR, Fellow PRSA, fortheir dedication and service increating a spectacular NationalConference and making this a

wonderful reality. Your teamworkhas made the dream work.”

PRSSA 2011–2012 National Committee

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10 a.m.–7 p.m.11 a.m.–12:30 p.m.

3 p.m.–4 p.m.4:15 p.m.–5:15 p.m.5:30 p.m.–6:45 p.m.6:15 p.m.–7:30 p.m.

8 p.m.–11 p.m.

8 a.m.–2 p.m.8 a.m.–9 a.m.

9 a.m.–11:30 a.m.12 p.m.–1:15 p.m.

1:30 p.m.–2:30 p.m.2:45 p.m.–3:45 p.m.

4 p.m.–5 p.m.5:15 p.m.–6:15 p.m.5:15 p.m.–6:45 p.m.

6:30 p.m.–8 p.m.

9 a.m.–12 p.m.9 a.m.–10:30 a.m.11 a.m.–12 p.m.1 p.m.–2:30 p.m.

3:30 p.m.–4:30 p.m.4:45 p.m.–6 p.m.

7 a.m.–12 p.m.7:30 a.m.–8 a.m.8 a.m.–9:15 a.m.

10:30 a.m.–12 p.m.12:30 p.m.–2 p.m.

2:30 p.m.–3:30 p.m.6 p.m.–8:30 p.m.

7:45 a.m.–9:15 a.m.9:45 a.m.–11 a.m.

Registration and HospitalitySpecial Session: Emotional Intelligence and Public RelationsChapter Development Session 1Chapter Development Session 2Chapter Presidents’ Leadership WorkshopPRSSA Adviser SessionCarnaval Brazilian Masquerade — Opening Night Celebration

Registration and HospitalityContinental BreakfastWelcome, Awards, Keynote Address with Craig Dezern and Chapter Roll CallChapter Presidents’ LunchProfessional Development Session 1Professional Development Session 2Professional Development Session 3Officer DiscussionsMedia Training*PRSA Diversity Mixer

Registration and HospitalityKeynote Address with Rick LeventhalProfessional Development Session 4PRSA General Session With Soledad O’Brien and Peter Diamandis Professional Development Session 5Speed Networking*

Registration and HospitalityCoffee Break With PRSAPRSA General Session With Joe RohdeCareer Development Exhibition (Schools A–L)Career Development Exhibition (Schools M–Z)Professional Development Session 6“Dreams Do Come True” Awards Dinner

Farewell Breakfast and GoodbyesPRSA General Session With Chris Brogan

* Pre-registration was required.

Friday, October 14

Saturday, October 15

Sunday, October 16

Monday, October 17

Tuesday, October 18

Conference Schedule at a Glance

Conference Schedule

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Friday, October 14

10 a.m.–7 p.m.Crystal Registration DeskRegistration and Hospitality

11 a.m.–12:30 p.m.Crystal A/BEmotional Intelligence and Public RelationsTimothy Howard, Assistant Professor, California State University,Sacramento

As up-and-coming public relations professionals, our numberone commandment is to know thy audience. While acquiringa demographic and geographic profile of your public isstandard practice, it is more critical to stay in tune with theiremotional climate. Delve deeper into the concept of emotionalintelligence and what it means to know your audience on amore meaningful level.

3 p.m.–4 p.m.Chapter Development Session 1Hear fresh ideas and build upon your PRSSA Chapter’ssuccess in these sessions staged by other student Chaptersthat have developed strong programs. This will provide agreat opportunity to share successful practices and learnabout strategic membership recruitment tactics, professionaldevelopment initiatives and ways to improve your Chapter’srelationships with local professionals.

Crystal CUniversity of Northern Iowa, “Programming Your Way To Bethe Best Chapter in the Sea,” with University of Wisconsin– Oshkosh, “How Your Small Chapter Can Dominate NationalCompetitions.”

Crystal DUniversity of Nebraska at Omaha, “Once Upon a Time ––Tell Your PRSSA Story,” with Kent State University, “CashIn On Communication: Reaching Your Fundraising Goal.”

Interested in attending Saturday’s résumé critique

session? Drop off your business card at the

hospitality desk (next toregistration) by 7 p.m. onFriday. Fifty names will bechosen at random (during

the Carnaval Brazilian Masquerade) to participate

in the résumé critique session.

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4:15 p.m.–5:15 p.m.Chapter Development Session 2Crystal CGrand Valley State University, “Seeing the World, OneAgency Visit at a Time,” with DePaul University, “DePaulPRSSA’s Favorite Things.”

Crystal DElon University, “Dialogue Across the Divide,” with Universityof Delaware, “Changing Perceptions: How To Rebrand YourChapter.”

5:30 p.m.–6:45 p.m. Crystal A/BChapter Presidents’ Leadership WorkshopMary T. Henige, APR, Director, Social Media & Digital Communications, General Motors Company

Leaders regularly work with peers of diverse personalities andskill sets, and successful businessmen and women canovercome challenges these may present. Join one of the field’stop professionals as she speaks about skills and traits thathave made her successful in leadership and team environments. Sponsored by

6:15 p.m.–7:30 p.m. Crystal DPRSSA Adviser SessionAttention all PRSSA Faculty and Professional Advisers:Learn how to help your students (and you) get the mostout of their experience in PRSSA from Faculty and ProfessionalAdvisers who have been there and done that! Through aninteractive, rotating round table format, you’ll get greattips and suggestions you and your Chapter can immediatelyimplement following the Conference. The 2012 BatemanCase Study Competition will also be discussed.

8 p.m.–11 p.m. Oceans Ballroom 1-4Carnaval Brazilian Masquerade — Opening Night Celebration Network with your peers in style on the opening night of theConference. Come ready to have fun and meet some newfriends at this Carnaval-themed celebration, where you willlget a taste of Brazil. Be sure to bring the mask included inyour Conference bag! Sponsored by

Saturday, October 15

8 a.m.–2 p.m. Crystal Registration DeskRegistration and Hospitality

8 a.m.–9 a.m. Atrium C/DContinental BreakfastStart your day off right with a continental breakfast. Arriveearly to avoid long lines!

9 a.m.–11:30 a.m. Crystal C/D/EWelcome, Awards, Keynote Address and Chapter Roll CallCraig Dezern, Vice President of Global Public Relations, DisneyDestinations

Gain an authentic look into the practice of public relationsfrom one of this year’s keynote speakers, Craig Dezern, vicepresident of global public relations for Disney Destinations.Dezern will share stories, insight and advice on what it takesto make it to the top of a highly competitive industry. Basedin Celebration, Fla., Dezern directs the consumer publicrelations work across the globe for the Walt Disney Parksand Resorts segment, a $10 billion family vacation business.He has worked for Disney since 1996, setting the strategicdirection for teams around the world.

12 p.m. –1:15 p.m. Discovery BallroomChapter Presidents’ Lunch As a “thank you” for their continuous dedication to PRSSA,Chapter Presidents are invited to a lunch.Sponsored by

1:30 p.m.–2:30 p.m. Crystal CBreaking Into the Business of Sports John Ingoldsby, President, IIR Sports & EntertainmentGabriel Gabor, International Communications Consultant, MajorLeague Soccer / Soccer United MarketingDave Rashford, Director, Communications and On-Air PromoMark Sadowski, Public Relations Director, Walt Disney Parks andResorts

Learn the secrets to entering the sports industry (then stayingsuccessful once you are in) from prominent industry executives.Find out how to maximize your visibility on a local andnational level across the sports industry.

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Crystal A/BThe Case for Diversity in PR Laarni Rosca Dacanay, Diversity Communications Specialist, NBCUniversal CorporateJames Wright, Talent Acquisition Pipeline Manager, NBCUniversal CorporateHow does the strategic practice of diversity allow companiesto gain a competitive edge in today’s marketplace? Explorethe business case for diversity in the profession and the or-ganizations we serve.

Crystal DBuilding Trust and Inspiring Passion: Keys to Success in Both the For-Profit and Non-Profit World Joe Hice, APR, CPRC, Vice President, Public Relations and Marketing,Moffitt Cancer Center and Research InstituteLes Landes, APR, President, Landes & Associates

Exceptional public relations goes beyond the tools andtechniques that make up the standard practices of the pro-fession. It requires a keen understanding of what it takesto make a heightened emotional connection with multiplestakeholders and evoke extraordinary effort on behalf ofthe organization. Learn how to reach and engage peopleat a level that will attract committed advocates for yourcause or your business. Also, discover how to use thoseprinciples to make an effective connection when yourcause is finding that first job in the profession.

Crystal ECrisis Communications: Confronting Reality With Strategy Richard S. Levick, Esq., President and CEO, Levick StrategicCommunicationsNatural disasters, unethical practices and uncontrollableexternalities happen. Communication professionals are thereto clean up the mess. Learn secrets of how to respond whenthings take a turn for the worse.

2:45 p.m.–3:45 p.m. Crystal EPublic Interest Communications: Be the Change You Want to See in the WorldAnn Christiano, Frank and Betsy Karel Endowed Chair in PublicInterest Communications, University of Florida Erin B. Hart, Senior Vice President, Fenton CommunicationsWant to stand up for the common good of society? Hear fromprofessionals who raise awareness and mobilize positivechange in their careers through strategic communication.Learn how to advocate for causes such as health, theenvironment, public policy, education and more.

Crystal A/BSports: Scoring with the FansJoel Glass, Vice President of Communications, Orlando Magic Darrell Fry, Sports Media Director, Disney Destinations MarketingWhat does it take to knock the ball out of the park in sportspublic relations? Top professionals in the world of sports dis-cuss the demanding 24/7 media atmosphere and crisis com-munications that athletes and programs face.

Crystal DGovernment Relations / Public Affairs: An Era of Change Robert I. Cusick, Former Director of Government Ethics, The WhiteHouse

To cut it in the world of government relations, smart com-munication is key. Political campaigns, government rela-tions and public affairs require a keen eye for target publicsand creative strategy to sway their opinion or votes. In thissession, an expert will explore the importance of crafting keymessages and the emergence of social media in politics.

Crystal CIntegrated Communication: How 1 + 1 = 3 Debbie Iannaci, Director of Public Relations, Amadeus IT Group Phil Schwartz, Chief Marketing Officer, Intelity

In the practice of marketing, public relations strategy is moreimportant than ever. With the rise in social media and thedecline in most advertising budgets, public relations has newand greater stature in the marketing mix. This session ex-plores how public relations has greater responsibility in atroubled economy to provide a consistent identity for brandseven as advertising and other disciplines have waned.

4 p.m.–5 p.m. Crystal A/BFashion: Know How to Work ItMargaux Caniato, Principal / Chief Innovation Officer, VP+C

Those who enter the fashion industry may face a floodedmarket. Only the best survive the crowd — it takes deter-mination and that special something. Take a behind-the-scenes look into the inner workings of this world.

Crystal CSocial Media: Think Before You Tweet Geno Church, Word-of-Mouth Inspiration Officer, Brains on FireTom Smith, Social Media Director, Disney Parks

They’re the new buzzwords: “social media” or “emergingmedia.” We’re all on it, but not all of us are on top of it. Learnhow to develop a strategic approach and achieve results foryour company or client.

Crystal DInternational Communications: So Little Time, So Many Languages Rick Bubenhofer, Vice President, Director of Public Relations, Brown-Forman

In a globalized world, many things get lost in translation.Global corporations and public relations firms have much atstake and can’t afford to overlook communication barriers.A professional with experience in international communica-tion addresses the diversity of media, audiences, press andcultures that contribute to the complexities of global strategicplanning and relationship building.

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Discovery BallroomRésumé Critique Session Learn the power of a solid résumé and what it takes to jumpout of a pile of applications. Those who attend will have theopportunity to have their résumé critiqued by seasoned publicrelations professionals. Students should come prepared withthe most polished and up-to-date copies of their résumé sostrategic suggestions can be provided for overall improvement. Limited capacity for this session.

5:15 p.m.–6:15 p.m. Officer Discussions All Conference attendees are invited to participate in theofficer discussions, where you can discuss the challengesand opportunities you’ve faced with those who hold similarpositions at their Chapters. These discussions are also agreat way to learn more about the responsibilities of beingon the e-board if you’re considering running for office. • Publications and Student-Run Firms Crystal A/B• PR Liaisons, Webmasters and Historians Crystal A/B• Secretaries and Treasurers Crystal E• Presidents and Vice Presidents Crystal C

5:15 p.m.–6:45 p.m. Crystal DMedia TrainingJoseph V. Trahan III, Ph.D., APR, Fellow PRSA, Media Trainer,Trahan and AssociatesIt is your job as a media relations professional to interpretwhat the media wants and translate that to your client orcompany. Preparing a CEO or company spokesperson forthe curve balls of the media can be intimidating. Trahan, aveteran media trainer, will share his best tips for helpingyour spokesperson stay on message and be prepared forany surprising questions.Please have your name badge and event ticket (fromyour registration packet) for admission.

6 p.m.-11 p.m. Crystal EDowntown Disney Evening: “Finding Magic in the City” Don’t miss the opportunity to experience the best attractionsand restaurants Orlando has to offer. This event will be onyour own; however, PRSSA will provide nearby options andvenues for consideration.Shuttles have limited capacity. Other means of trans-portation may be necessary. See Shuttle Information onpage 4.

6:30 p.m.-8 p.m.JW Marriott Orlando Grande Lakes, Palazzo Salon DPRSA Diversity Mixer At this optional event, connect with PRSA and PRSSAConference attendees and expand your professional networkat the Diversity Mixer, hosted by the PRSA Diversity Committeeand a number of public relations and communicationsorganizations.If you are 21 or over and plan to consume alcoholic bev-erages from the event’s cash bar, don’t forget to bringa valid ID (driver’s license, passport or ID card).

Sunday, October 16

9 a.m.–12 p.m.Crystal Registration DeskRegistration and Hospitality

9 a.m.–10:30 a.m. Crystal C/D/EKeynote AddressRick Leventhal, Senior Correspondent, Fox News

Learn how to work with the media to manage public per-ceptions from one of broadcast media’s leading journalists,Rick Leventhal, senior correspondent with Fox News. Lev-enthal will share stories of his experience reporting on majorevents of our time, including traveling the globe to report onwar and international crises. From the BP oil spill to hurri-canes and other natural disasters, Leventhal’s 24 years ofreporting offers him a unique perspective on domestic andinternational turmoil.

11 a.m.–12 p.m. Crystal DRegional Conference WorkshopHaley Higgs, PRSSA National Vice President of Regional Conferences

Hosting a PRSSA Regional Conference is a great way for you toexpand your professional portfolio, gain event planning experienceand create networking opportunities for your Chapter. At thisworkshop, you will learn about the responsibilities and benefitsthat come from hosting a Regional Conference. Past coordinatorsfrom across the country will discuss their triumphs and strugglesbefore, during and after their events. The coordinators of allRegional Conferences selected for spring 2012 are stronglyencouraged to attend.

Crystal EStudent-Run Firm WorkshopJessica Noonan, PRSSA National Vice President of Professional Development

If your Chapter currently has or is interested in starting astudent-run firm, come to this session to learn more aboutPRSSA resources that will make your firm outstanding. Hear fromcurrent firm directors, meet other student-run firm leaders andmembers and connect with those who live close or share similarchallenges as your firm. Having a student-run firm is a greatmethod of professional development; don’t miss out on thisopportunity to learn and grow as a firm member.

Crystal A/BCreativity: Innovative Ideas Generate Receptive PublicsDuncan Wardle, Vice President, Creativity Inc. at Walt Disney Co.

Creativity is the cornerstone of any great strategic communicationsplan. It’s embedded in our strategies, tactics and all profes-sional communication. It’s especially crucial in developingcampaigns and identifying new audiences for your client.Learn how some of the most successful practitioners haveembraced this quality to create unforgettable campaigns andstand out in the workplace.

Crystal CEntertainment: Creating the Limelight Joanne Freed, Senior Vice President and Director, Entertainment Department, Hunter Pub-lic RelationsGary McCormick, APR, Fellow PRSA, Director of Partnership Development, HGTV at ScrippsNetwork; PRSA 2011 Immediate Past Chair

The entertainment industry is one that thrives on trends and the “next big thing.”Learn the exciting opportunities this industry affords public relations professionals,as well as the tips and tools they use to stay ahead of, or even predict, the trends.

1 p.m.–2:30 p.m. Coquina Ballroom, JW Marriott Orlando Grande LakesPRSA General SessionYou are invited to join the more than 1,500 professionals who attend the PRSAInternational Conference for a keynote session. PRSSA provides round-trip shut-tle service to the JW Marriott Orlando Grande Lakes. See page 4 for shuttletimes and pick-up location.

Soledad O’Brien, Special Investigations Correspondent, CNN; Host, “In America,” CNN

Soledad O’Brien is an anchor and special correspondent for CNN/U.S. Since join-ing the network in 2003, O’Brien has reported breaking news from aroundthe globe and has produced award-winning, record-breaking and criticallyacclaimed documentaries on the most important stories facing the world today.She also covers political news as part of CNN’s “Best Political Team on Television.”

Peter Diamandis, Chairman and CEO, X PRIZE Foundation

Considered a key figure and international leader in the development of thepersonal spaceflight industry, Peter H. Diamandis has founded and operated a num-ber of space-related businesses and organizations. He is chairman and CEO of theX PRIZE Foundation, an educational nonprofit prize institute with a mission to bringabout radical breakthroughs for the benefit of humanity. The X PRIZE is currentlydeveloping awards in the genomics, automotive, education, medicine, energy andsocial arenas.

3:30 p.m.–4:30 p.m. Crystal DHealth Care: Perceptions in FluxAnthony D’Angelo, APR, Fellow PRSA, Senior Manager, Communications, ITTCorporationKathleen Lewton, APR, Fellow PRSA, MHA, MSJ, Principal, Lewton, Seekins &Trester Steve Seekins, APR, Fellow PRSA, Principal, Lewton, Seekins & Trester

With the introduction of public health care, practitioners are facing never-before-seen challenges. Learn how recent government intervention in public health carehas changed the goals of practitioners, and how they’re handling the transition.

Crystal EMeet the Living Legends of Public RelationsDel Galloway, APR, Fellow PRSA, Vice President of Public Relations, United WayWorldwideJohn Paluszek, APR, Fellow PRSA, Senior Counsel, KetchumJudith Phair, APR, Fellow PRSA, President, PhairAdvantage CommunicationsCheryl Procter-Rogers, APR, Fellow PRSA, Senior Consultant, A Step Ahead PublicRelationsModerator: Karla Gower, Professor, University of Alabama

From the agency, corporate and nonprofit world, four legendary leaders answeryour questions about challenges to future professionals.Sponsored by

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Crystal CStorytelling: Let the Audience Do the Acting Roy Peter Clark, Vice President and Senior Scholar, Poynter Institute

Public relations practitioners are educated to identify and share messages that will res-onate with audiences; however, some of the most effective tactics are those least used.Learn how storytelling embraces the who, what, when, where, why and how, and howthese can affect message reception.

Crystal A/BCorporate vs. Agency: Finding Your Place Kathy Barbour, APR, Communications Manager, Mayo ClinicMickey G. Nall, APR, Fellow PRSA, Managing Director, Ogilvy Public Relations Worldwide

Lifestyle, salary and professional experience are all factors students question when de-ciding between corporate and agency life. Balance the wisdom in a discussion on thepros and cons of both worlds, as well as how to build your résumé for a career in either.

4:45 p.m.–6 p.m. Coral BallroomSpeed NetworkingAt this session, you will be able to learn and practice essential networking skillswith professionals from varied backgrounds.Please have your name badge and event ticket (from your registration packet) foradmission.

Monday, October 17

7 a.m.–12 p.m Crystal Registration DeskRegistration and Hospitality

7:30 a.m.–8 a.m. Mediterranean Ballroom (Exhibit Hall), JW Marriott Orlando Grande LakesCoffee Break With PRSAPRSSA provides round-trip shuttle service to the JW Marriott Orlando GrandeLakes. See page 4 for shuttle times and pick-up locations. Start your day with cof-fee and networking among the professionals at the PRSA International Conference.Sponsored by

8 a.m.–9:15 a.m. Coquina Ballroom, JW Marriott Orlando Grande LakesPRSA General SessionYou are invited to join the more than 1,500 professionals who attend the PRSA Interna-tional Conference for a keynote session. PRSSA provides roundtrip shuttle service to theJW Mariott Orlando Grande Lakes. See page 4 for shuttle times and pick-up location.

Joe Rohde, Senior Vice President and Creative Executive, Walt Disney Imagineering

Joe Rohde is a 30-year veteran of the The Walt Disney Company, where he began hiscareer as a model designer on Epcot, and continued with projects for Disneyland Park inAnaheim, Calif.; Walt Disney World Resort in Orlando, Fla.; and Disneyland Paris. He ledthe team that conceptualized, designed and built Disney’s Animal Kingdom at the WaltDisney World Resort. He also is currently responsible for the creative design and contentof Aulani, A Disney Resort and Spa, at Ko Olina, Oahu, Hawaii, which opened in August 2011.

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10:30 a.m.–12 p.m.Oceans Ballroom 9-12Career Development Exhibition (Schools A–L)Looking for your dream job? Join corporations, agencies andeducational institutions from around the nation to learn howto be the ideal candidate. Chat, share your résumé and makeyour dreams become a reality. Attendees from schools thatbegin with the letter A–L should attend this session.

12:30 p.m.– 2 p.m. Oceans Ballroom 9-12Career Development Exhibition (Schools M–Z)Looking for your dream job? Join corporations, agencies andeducational institutions from around the nation to learn howto be the ideal candidate. Chat, share your résumé and makeyour dreams become a reality. Attendees from schools thatbegin with the letter M–Z should attend this session.

2:30 p.m.–3:30 p.m. Crystal CInternships and New Professionals: Seeking OpportunitiesBrandi Boatner, External Relations Professional, IBM; PRSSA2008-2009 National PresidentJ. Alex Glover, International Marketing Intern, Royal CaribbeanNick Lucido, Account Executive, Edelman Digital, Chicago; PRSSA2011-2012 Immediate Past PresidentAna Sidoran, Social Media Content Developer, Visit Orlando®Erika Zayas, Assistant Account Executive, Marina Maher Communications

What makes a good internship? A big-city firm or a small-townnot-for-profit? Paid or unpaid? In this session, youngprofessionals with varied internship experiences givereal-world advice about what kind of work environmentprovided them with the best foundation for their careers.

Crystal ETravel and Tourism: Making the World Your BackyardJohn Deveney, APR, Fellow PRSA, President, Deveney CommunicationIliana Rodriguez, Director of Public Relations and Communicationsfor Experiencias Xcaret, Cancun

In an economic downturn, some view travel as a luxury. Thisperspective presents a huge challenge to the tourism industry.Experts in the travel and tourism industry address communicationstrategies in the midst of economic downturn and crises.

Crystal DSustainability: Leave an Enduring Communications Footprint Tyson Pruitt, Corporate Communications Lead, Monsanto CompanyBecky Vollmer, Senior Vice President & Co-Chair, Global Sustain-ability Practice, Fleishman-Hillard

Sustainable communications is more than just corporate so-cial responsibility. It’s about creating strategic communica-tions and building trust between businesses and theirconsumers. Hear from two seasoned professionals how sus-tainable communications can impact relationships with yourtarget audience and build stronger brand loyalty.

Crystal A/BFrom What To Say to What To Do: The Mandate for Public Relations in the Age of Complexity Alan Vandermolen, President and CEO, Global Practices and Diversified Insights Businesses, Edelman

In today’s ever-changing business environment, the role ofpublic relations is essential. This session will provide insightsregarding how public relations can keep any corporationahead of the curve.

6 p.m.–8:30 p.m. Crystal Ballroom“Dreams Do Come True” Awards Dinner“If you can dream it, you can do it,” said Walt Disney. At thisannual event, honor the recipients of PRSSA 2011 scholar-ships and awards, as well as the outstanding Chapters andAdvisers who dreamt and achieved national success.

Tuesday, October 18

7:45 a.m.–9:15 a.m. Crystal BallroomFarewell Breakfast and Goodbyes Wrap up your Orlando experience at the farewell breakfastwith your new contacts. Hear from the National and Confer-ence Committees and get a sneak peak at the PRSSA 2012National Conference.

9:45 a.m.–11 a.m. Coquina Ballroom, JW Marriott Orlando Grande LakesPRSA General SessionYou are invited to join the more than 1,500 professionals whoattend the PRSA International Conference for a keynote ses-sion. PRSSA provides round-trip shuttle service to the JWMarriott Orlando Grande Lakes. See page 4 for shuttle timesand pick-up location.

Chris Brogan, President, Human Business Works; Co-Founder,PodCamp; Blogger, ChrisBrogan.com; The New York Times and TheWall Street Journal Best-Selling Author; Monthly Columnist,Entrepreneur

With more than a decade of experience working with onlinecommunities, social media and related technologies, ChrisBrogan has served as a consultant to Fortune 100 companies,including PepsiCo, General Motors and Microsoft, showingthem how to best use social software to build organizationalvalue. Brogan is author of the best-selling books, “SocialMedia 101: Tactics and Tips to Develop Your Business Online,”and “Trust Agents: Using the Web to Build Influence, ImproveReputation and Earn Trust.”

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FIRST FLOOR

FIRST FLOOR

Public Relations Student Society of America33 Maiden Lane, 11th FloorNew York, NY 10038-5150

www.prssa.org

PRSSA thanks the generous sponsors that make this Conference possible:

ExhibitorsBurrellesLuceDaniel J Edelman, Inc.Deveney Communication Educational Housing ServicesFleishman-HillardGeneral MotorsGW’s Graduate School of Political Management, Strategic Public Relations Graduate Programs Hunter Public Relations iMedia Graduate Program, Elon UniversityIntegrated Marketing Communications Graduate Program (IMC), West Virginia University KetchumLeadership Directories, Inc.Medill IMC - Northwestern University New York University School of Continuing and Professional Studies

Newhouse School, Syracuse University Porter NovelliPR and Management Communication,University of Waikato, New Zealand

PRSA Diversity Committee

PRSA New Professionals SectionQuinnipiac University School of Communications Reunion© Resort and Club, OrlandoTaylor (taylorstrategy.com)The Fund for American StudiesThe Nielsen CompanyThe Plank Center for Leadership in Public RelationsTrahan & AssociatesUniversity of Florida, College of Journalism and Communications Graduate Programs Willamette University MBAYpartnership