Session Descriptions

Agenda

Sunday, Sept. 18

Registration - 11 a.m. to 5 p.m.

SPRF Board Meeting - 11 a.m. to 1 p.m. 

Student Sessions (1-3 p.m.)

Caron Blanton, APR and Pam Swain - Getting and Excelling at Your First Job

Getting your degree is one step in your career journey. This session focuses on the next step by providing you with information on how to put together a winning cover letter, resume, portfolio and interview to land the job that will launch you into an outstanding career. This session will cover what you need to do now to be prepared after you graduate and how to shine in your first job after college. Your experiences and accomplishments in college and your first job are the foundation upon which you will build your professional life. Learn how to make them count.

Sunday Sessions (1:30 to 4 p.m.) **Additional fee to participate**

Wade Kwon

1:30 to 2:30 p.m.

The Absolutely Essential Social Media Tools

Social media is much more than hashtags and apps. It’s about interaction and reach, about conversions and sales.Crafting a solid social media marketing plan begins with the right tools. Let Wade Kwon, one of the Poynter Institute’s 35 Influential People in Social Media, point you to the best free and paid apps to maximize engagement and minimize stress. 

3 to 4 p.m.

"Content Curation for Smarties: Know Everything All the Time"

Good marketers share their expertise. Great marketers share everyone else’s. Wade Kwon shows the most efficient methods of content curation. The award-winning writer and editor has made a career of gathering news from communities and sharing it with print and online audiences. Learn how expert curation actually puts you and your brand at the center of attention. Discover how to turn simple streams of information into powerful tools to dominate SEO, social and viral.

Opening Reception (5 to 6:30 p.m.)

Come and enjoy hors d'oeuvres and cocktails on in a beautiful setting to kickoff the 2016 conference. Casual attire is expected. Meet with your peers from across the region, and make some new friends during this fun opening event. 

Monday, Sept. 19

Registration - 8 a.m. to 4 p.m.

General Session and Breakfast (8:30-10:15 a.m.)

Jaime Primak Sullivan – Know Your Audience

Gone are the days of the blanket media pitch. Jaime discusses the importance of knowing both your “pitching” audience and their target audience as well. The more you know and understand about the background of your audience and their needs, the better you can prepare your pitch.

Breakout A (10:45 to 11:45 a.m.)

John Deveney, APR, Fellow PRSA – The Future of Crisis and How to Manage Them

Join John Deveney, a top-rated presenter at conferences worldwide and recognized internationally for crisis and issue management, as he presents an engaging analysis of crises in the modern world including online attacks, neutralizing activists, cyber security, and biological threat, such as Ebola, e-coli, salmonella and listeria. Best practices and examples will be illustrated through Chipotle and other big brand incidents. Understand how advances in social media are changing the threats that crises present and how those same advances can be used to effectively neutralize or respond to attacks. Learn how major brands are preparing against or managing such threats. Discover how your organization can update and upgrade its crisis preparedness and response plans. 

Thomas Broadus – Marketing to Millennials – Who, What, Where, Why and How

We’ll discuss how to best reach millennials in an incredibly over-saturated media landscape and how to capitalize on growing trends of micro-video, live streams, and emerging social channel. He’ll deconstruct Snapchat, Facebook, Twitter and Instagram and help your brand identify the right tools for your messaging. By the end of the session, attendees will know how to define a millennial audience through social media targeting, have an understanding of the emerging networks for the next three years, and how to adapt your current messaging to millennial marketing trends. 

Jaime Primak Sullivan – Changes in PR with the Influx of Technology and how to Make it Work for You  

Changes in PR with the influx of technology and how to make it work for you, Jaime discusses how technology gives us the tools to build deeper relationships with influencers and the importance of finding the right social media tools to connect with your target audience. 

Lunch

Business Meeting

Honor New APRs 

Honor SPRF Senior Practitioners

Hall of Fame

Breakout B (1:45 to 2:45 p.m.)

Elizabeth McMillan, APR – Changes in PR and its Impact on APRs

John Deveney, APR, Fellow PRSA – The Future of Crisis and How to Manage Them

Join John Deveney, a top-rated presenter at conferences worldwide and recognized internationally for crisis and issue management, as he presents an engaging analysis of crises in the modern world including online attacks, neutralizing activists, cyber security, and biological threat, such as Ebola, e-coli, salmonella and listeria. Best practices and examples will be illustrated through Chipotle and other big brand incidents. Understand how advances in social media are changing the threats that crises present and how those same advances can be used to effectively neutralize or respond to attacks. Learn how major brands are preparing against or managing such threats. Discover how your organization can update and upgrade its crisis preparedness and response plans. 

Deidre Stalnaker – City of Tuscaloosa - Best of Show PR campaign (PRCA)

'Men Working. Honestly - They Are: Using Humor to Fight Road Rage Against a Growing City' won Best of Show at PRCA's annual Medallions Awards competition earlier this year. Come learn the secrets of how a creative dilettante won an Emmy, and ADDY Best of Show, a PRCA Medallion Best of Show AND met the campaign's objectives. 

Breakout C (3 to 4 p.m.)

Thomas Broadus – Marketing to Millennials – Who, What, Where, Why and How

We’ll discuss how to best reach millennials in an incredibly over-saturated media landscape and how to capitalize on growing trends of micro-video, live streams, and emerging social channel. He’ll deconstruct Snapchat, Facebook, Twitter and Instagram and help your brand identify the right tools for your messaging. By the end of the session, attendees will know how to define a millennial audience through social media targeting, have an understanding of the emerging networks for the next three years, and how to adapt your current messaging to millennial marketing trends. 

Brittney Westbrook- University of Southern Mississippi – Best of Show PR campaign (PRAM)

The “Choose Southern Miss” integrated campaign provided current students with the opportunity to tell the Southern Miss story through their own experiences and presented the University brand in a way that would allow it to remain top of mind with prospective student and their parents. The campaign was executed using paid and unpaid tactics, including social media, online videos, online display and pre-roll ads, Internet radio ads, 30-second television placements, billboards, and full-page newspaper and magazine ads.

Dinner on your own 

Enjoy the many restaurants and bars located in the Village of Baytowne Wharf - www.baytownewharf.com

Tuesday, Sept. 20

Registration - 9 a.m. to 3 p.m., and 5 to 6 p.m. (for Lantern Award Dinner only attendees)

Breakout D (10 to 11 a.m.)

Laura Holloway - Storyteller Marketing: How to Tell Great Stores that Earn Your Audience

Successful marketing nowadays isn’t marketing at all; it’s great storytelling, including engaging social media, inspiring videography and photography, memorable written content, and more. If your business can tell great stories, you will earn you audience naturally, by connecting on a more personal level with potential clients and building brand authority and loyalty. This presentation by The Storyteller Agency’s Founder and Chief, Laura Holloway, will help you recognize the ways to tell good stories, organize your strategy and team, and even create good content on a low budget. Key takeaways will include ‘your story’ identification, content organization and management, the latest tactics in social media, and video and design apps for creating professional quality content on a shoestring budget.

Janel Kasper-Wolfe – Why Secondary Research is a Good 1st Choice

Research and analysis best practices prioritize primary research, however, resource limitations (time, people, budget) often rule out primary research as an option. In support of a NASA customer’s strategy to expand regional stakeholder engagement, LSINC analysts implemented a research project that used existing institutional data to show the diverse and various ways the Marshall Space Flight Center provides value beyond traditional economic impact information (jobs and contract dollars). By the end of this session, attendees will know how to:

1. Identify innovative approaches to demonstrate value to stakeholders using secondary institutional research. 

2. Use Google Maps and visualization software to visualize data. 

3. Use strategic research and analysis to expand stakeholder engagement

Mike Ragsdale – Lifestyle Design: Building a Brand

Ever seen one of those little round blue "30A" stickers? Alabama native Mike Ragsdale fled the corporate rat race and founded The 30A Company after moving his family to the beach. For the first eight years, he grew the 30A lifestyle brand entirely from his laptop, with no employees, no office, no meetings and no business cards. In fact, his family traveled the globe while doing it, visiting over 40 countries, including Burma, Indonesia, China, Moldova, Morocco, Cambodia, Slovenia, Croatia, India, Ecuador, Poland, Bosnia, Malaysia, Thailand, Turkey, Romania and many others. Learn how Ragsdale built the world-famous 30A brand using “lifestyle design” principles to create the life he imagined.

Lunch (11:30 a.m. to 1:15 p.m.)

Chapter of Distinction Awards and Lunch

Breakout E (1:30 to 2:30 p.m.)

Regent Ducas – Producing a Powerful Video Strategy

Over 60 percent of consumers prefer to watch videos over reading text on a website. The question is, what kind of videos should business produce? How long should they be? What topics should be covered? Where should they be placed? These are some of the questions, we will answer in this seminar. We will offer a step-by-step strategy in creating and implementing a video strategy that you can execute for you and/or your clients. 

Janel Kasper-Wolfe – Why Secondary Research is a Good 1st Choice

Research and analysis best practices prioritize primary research, however, resource limitations (time, people, budget) often rule out primary research as an option. In support of a NASA customer’s strategy to expand regional stakeholder engagement, LSINC analysts implemented a research project that used existing institutional data to show the diverse and various ways the Marshall Space Flight Center provides value beyond traditional economic impact information (jobs and contract dollars). By the end of this session, attendees will know how to:

1. Identify innovative approaches to demonstrate value to stakeholders using secondary institutional research. 

2. Use Google Maps and visualization software to visualize data. 

3. Use strategic research and analysis to expand stakeholder engagement

Mike Ragsdale – Lifestyle Design: Building a Brand 

Ever seen one of those little round blue "30A" stickers? Alabama native Mike Ragsdale fled the corporate rat race and founded The 30A Company after moving his family to the beach. For the first eight years, he grew the 30A lifestyle brand entirely from his laptop, with no employees, no office, no meetings and no business cards. In fact, his family traveled the globe while doing it, visiting over 40 countries, including Burma, Indonesia, China, Moldova, Morocco, Cambodia, Slovenia, Croatia, India, Ecuador, Poland, Bosnia, Malaysia, Thailand, Turkey, Romania and many others. Learn how Ragsdale built the world-famous 30A brand using “lifestyle design” principles to create the life he imagined.

Breakout F (2:45 to 3:45 p.m.)

Laura Holloway - Storyteller Marketing: How to Tell Great Stories that Earn Your Audience

Successful marketing nowadays isn’t marketing at all; it’s great storytelling, including engaging social media, inspiring videography and photography, memorable written content, and more. If your business can tell great stories, you will earn you audience naturally, by connecting on a more personal level with potential clients and building brand authority and loyalty. This presentation by The Storyteller Agency’s Founder and Chief, Laura Holloway, will help you recognize the ways to tell good stories, organize your strategy and team, and even create good content on a low budget. Key takeaways will include ‘your story’ identification, content organization and management, the latest tactics in social media, and video and design apps for creating professional quality content on a shoestring budget.

Regent Ducas – Video Advertising Online

Facebook founder Mark Zuckerberg was recently quoted as saying, “We see a world that is video first, with video at the heart of all of our apps and services.” Consumers love videos. We’ll examine the different ways to create engaging YouTube and Facebook Ads that engage and educate and our most cost effective for you and/or clients.

Lantern Awards Reception (5:30 to 6:30 p.m.)

Lantern Awards & Professional Achievement Award Dinner (6:30 to 8:30 p.m.)