PR Daily World Conference at The Associated Press
CONFERENCE

PR Daily World Conference at The Associated Press

Dec. 5-6, 2016
New York City
Price: $995
Member Price: $845

Pre-Conference Workshops: Dec. 5
Main Conference: Dec. 6

  • Mine new PR data to analyze the five critical elements of your brand
  • Unravel the mysteries of PR research with a powerful survey instrument
  • How to create purposeful PR content that just might "go viral"
  • Write tight, compelling PR copy reporters can just grab and go with
  • Build a system to tightly connect PR reps with reporters on social media

Twitter hashtag: #prdailyconf

Can't attend in person? Sign up for our live webcast!

Presented by:      
Ragan Communications, Inc. financial communications society  

Hosted by:

Sponsored by:
   
Associated Press TrendKite  
Product Code: Y6CR0NY
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  • Learn more about sponsoring this event
    Keynotes with:
    Paul CaluoriPaul Caluori, global director for digital services, Associated Press
    Louis GrayLouis Gray, advocacy team lead, Google Analytics
    Breakout sessions with:
    Colleen Newvine The Associated Press
    Colleen Newvine
    Product manager for AP Stylebook
    How PR pros can write (and think) like journalists
    Gregory Galant Muck Rack, Sawhorse Media
    Greg Galant
    Co-founder and CEO of Sawhorse Media
    How to pitch journalists and build relationships with the press
    Erik Huddleston TrendKite
    Erik Huddleston
    CEO
    The PR pro's secret weapon: Combined SEO and PR measurement
    Marci McCue Flipboard
    Marci McCue
    Co-founder and director of communications
    Influencer campaigns
    Pre-conference workshops with:
    Marco Larsen Public NYC
    Marco Larsen
    CEO
    Why brands PANIC: A powerful new PR language for branding
    Melissa Dodd University of Central Florida's Nicholson School of Communication
    Melissa Dodd
    Research methods, measurement and evaluation for PR
    Advanced research, measurement and evaluation for PR specialists
    Mark Ragan Ragan Communications
    Mark Ragan
    CEO
    Brand journalism boot camp to transform your PR and content strategy

MAIN CONFERENCE

Tuesday, Dec. 6

9-10 a.m.
OPENING KEYNOTE
Prove your worth: Choose analytics that measure and show PR's value
Louis GrayPR teams grapple with reporting meaningful results in a way that influences and persuades clients, executives and the C-suite. Data has become critical to understand audiences and ensure PR tactics produce the desired results. In his talk, Googler Louis Gray will explain how PR people can become more strategic in their analyses and how they can tackle increasingly complex measurement.

In this keynote, you will learn how to:

  • Establish measurement that includes goals, metrics and targets
  • Use Google Analytics data to answer THE question: Which content drives traffic?
  • Get measurement data that improves your brand's reach
  • Create measurement reports that accurately and powerfully track your progress
  • Create visually appealing dashboards for stakeholders that spur action
Louis Gray is the advocacy team lead for Google Analytics.

10:10-11 a.m.
Building your brand's "influencer" army
Marci McCue Last year, a reported 78 percent of brand managers increased the amount of content they created and shared—but engagement on that content decreased by 60 percent. As the need for eye-catching content increases—and more PR and marketing pros add to the noise online—you must figure out how to reach and interact with consumers.

Enter "influencers." Considering that 92 percent of consumers trust recommendations from individuals over brands, social media power users (and their blog posts, images and videos) can pack a powerful punch to PR campaigns. Marci McCue, founding member and marketing and communications manager of Flipboard, will show you how to successfully embrace this growing trend.

In this session, you'll learn:

  • Who are your target "influencers" so you can reach out to the right ones
  • Effective tactics to reach potential brand ambassadors
  • How to create and launch an influential partners program
  • Setting goals and evaluation measures for your efforts
  • What different types of "influencers" can bring to your organization
Marci McCue is co-founder and director of communications at Flipboard.

11:10 a.m.-noon
How PR pros can write (and think) like journalists
Colleen NewvinePR pros have always battled to catch reporters' attention and secure media coverage As newsrooms keep on shrinking, the fight gets even tougher. PR pros must pitch stories that reporters care about. In their press releases and email pitches, PR people must write to indirectly appeal to publications' readers, if they want their stories to grab headlines. What's the secret sauce? Colleen Newvine, product manager of The AP Stylebook, reveals what it's like to have your press reviewed by all the editors of the Stylebook—how you can write well enough to survive that kind of sign off.

In this session, you'll learn how to:

  • Avoid common AP style errors
  • Cut out jargon, extraneous capitalization and exclamation points and get to the heart of your news
  • Write tight, compelling copy reporters can grab and go with--with little re-writing or editing
  • Think like journalists to find out if your story is newsworthy
  • Tell a story that's either unique enough to stand out or part of a larger trend
Colleen Newvine is the product manager of The AP Stylebook.

Noon to 1 p.m.
LUNCH (provided onsite)

1-1:50 p.m.
How to pitch journalists and build relationships with the press
Gregory GalantUnderstand journalists' habits and preferences! Do just that, and you might transform how you contact them and how they look at you—and dramatically increase your media placements. This is especially true on social media. Journalists look for news, scoops and sources on social media 24/7. Yet most PR pros still don't have a system to connect with journalists on social media. Result: They lose coverage to others. Learn how to avoid this. You'll see exactly how to connect with and pitch journalists on social media and beyond. You'll learn advanced media relations straight from Muck Rack's survey of 25,000+ journalists. This exclusive presentation is certain to give you the know-how to improve your PR results.

In this session, you'll learn:

  • How to pitch and build relationships with journalists
  • How to respond first to media queries by using social media
  • Guidelines to contact reporters on social media without offending them
  • The do's and don'ts of pitching on social media and by email
  • How to supply videos, photos, & infographics multimedia reporters want
  • Rapid response PR: Tools to monitor news, adjust your media strategy fast, and report on your PR effect
Gregory Galant is the co-founder and CEO of Muck Rack, a digital PR and journalism platform.

2-2:50 p.m.
The PR pro's secret weapon: Combined SEO and PR measurement
Eric HuddlestonChristopher RightmirePR professionals are becoming digitally fluent as earned, owned and paid media strategies increasingly overlap and blend. By learning how PR can wield other tools like SEO and search engine marketing (SEM), you can develop dramatically stronger integrated communications that result in provably better performance metrics.

In this session, you'll learn:

  • How to match message and content to support SEO strategy
  • Why backlinks are important and how to get them
  • The importance of sharing and amplifying content
  • Metrics that strategically shape PR's true effects
  • How to home in on coverage that gets results
Erik Huddleston is the CEO of TrendKite, a PR measurement and analytics organization.

Christopher Rightmire is the strategy analyst and New York data science lead at Fleishman Hillard.

3-3:50 p.m.
The "Pitch Tank": Can your media relations survive?
Mark RaganAmy VernonLaurent LawrenceLauren Young






Are you savvy enough to pitch your news to a panel of journalists and come out on top? Take what you learn from pre-conference presenters and PR Daily World speakers and put it to the test in this interactive, fast-paced "Shark Tank-like" panel. Attendees will have the opportunity to deliver short pitches and get real-time feed back from a panel of journalists, editors and PRSA's director of PR. Get ready to dive in, communicators—the water's calling you.
 

Moderator:
Mark Ragan, CEO, Ragan Communications, Inc.

Panelists:
Amy Vernon, director of audience engagement, the Daily Dot

Laurent Lawrence, director of PR, PRSA

Lauren Young, money editor, Reuters

4-5 p.m.
CLOSING KEYNOTE
Helping clients through storytelling
Paul CaluoriFor more than 170 years, The Associated Press has been breaking news with high-quality, informed reporting. The breadth of coverage and depth of reach are the underpinnings for AP's Content Services team. Paul Caluori, global director for AP's digital services, will share some of the lessons AP has learned about storytelling for brands, focusing on content, working rules and process.

In this session, you'll hear about:

  • Keeping the focus on high-quality content
  • The importance of having clear guidelines and rules that reflect your organization's values
  • Setting up a working process that helps your client (and you) win
Paul Caluori is the global director for digital services at the Associated Press.