Newbie Boot Camp Agenda


Advance Rate Ends December 4

Are you at the beginning your career in PR or marketing and already charged with proving the value of your social media and other digital communications to the bottom line? If so, then you’ll want to join PR News for its Newbie Boot Camp for Digital Communicators on December 10, 2014, at the National Press Club in Washington, D.C.

PR News has developed this one-day intensive boot camp to provide emerging communications stars with the critical tools, strategies and insights needed to take their careers to the next level in today’s digital communications environment.

This is a focused training: it begins with an 8 a.m. networking breakfast and includes a working lunch and meaningful interaction with trainers and peers. Participants are expected to be available for the entire day without interruption or leaving early. Those who complete the course will receive a PR News boot camp certificate and a letter from the publishers of PR News confirming participation and completion of this course.


You’ll become an expert in:

Managing key media relationships in the age of social media and Mobile

Tying social media to business outcomes

Using search engine optimization tactics to improve your content’s search rankings

Visual storytelling With Pinterest, Instagram and Snapchat

You’ll walk away with the skills to:

  • Use social media to get noticed by journalists you don’t already know
  • Establish your personal brand on social media channels in order to be viewed as a go-to resource
  • Develop strategic goals for your social media activity
  • Establish benchmarks that tie social media to sales and business leads
  • Garner support for increased investment in your social media efforts
  • Understand Google’s SEO ranking factors
  • Determine if Pinterest, Instagram and Snapchat are right for your organization

Schedule At–A–Glance

9:00 a.m. – 9:25 a.m.
9:25 a.m. – 9:30 a.m.
10:45 a.m. – 11:00 a.m.
12:00 p.m. – 1:00 p.m.
1:45 p.m. – 2:00 p.m.
3:30 p.m. – 3:45 p.m.
6:00 pm – 6:30 pm

Detailed Schedule

9:00 a.m. 9:25 a.m.

Registration & Networking Breakfast

9:25 a.m. 9:30 a.m.

Opening Remarks

10:45 a.m. 11:00 a.m.

Networking Break

11:00 a.m. 12:00 p.m.

How to Make Google Analytics Work for Your Brand

You will never know the impact of your content or be able to prove the value of your PR efforts unless you track performance. Google Analytics is an essential measurement tool that can provide a wealth of data for your brand. This session will provide a brief introduction to Analytics, then dive deep into how to adapt the platform for your measurement needs.

You’ll learn how to:

  • Understand the basics of Analytics so that you can move on to more complex measurement
  • Establish a measurement framework that includes objectives, goals, metrics and targets
  • Identify and integrate KPIs into your measurement strategy
  • Use Google Analytics data to answer key questions about which content drives traffic
  • Obtain measurement data that you can use to improve brand outreach
  • Determine which data provides the most accurate picture of your brand’s performance on Google
  • Create measurement reports that accurately and effectively track your progress


January Williams
Director of Online Communications and Outreach
Children's Defense Fund
Mitzi Emrich
Executive Vice President, Chief Social Strategist
12:00 p.m. 1:00 p.m.


1:00 p.m. 1:45 p.m.

How to Engage in Visual Storytelling on YouTube

YouTube is a powerful tool for telling your brand’s story and engaging with customers through video. In this session, you will learn how to create quality video content and get the most out of the world’s largest video-sharing service.

You’ll learn how to:

  • Think out of the box when it comes to visual storytelling for your brand
  • Identify your audience and develop a distribution strategy for video
  • Develop and cross-promote video content with YouTube
  • Create quality video content on a budget, or with no budget
  • Optimize your video content for search
  • Use YouTube Analytics to track and make adjustments to your video content strategy


Tod Plotkin
Principal & Founder
Green Buzz Agency
Jeremy Rosenberg
Head of Digital
Allison + Partners
1:45 p.m. 2:00 p.m.

Networking Break

2:00 p.m. 2:45 p.m.

AdWords: How to Make Advertising on Google Work for Your Brand

Google AdWords can be a powerful ally in the drive to increase brand awareness. Its flexibility and specificity allows you to tailor your Google ad campaign in a way that targets potential customers. In this session, you will receive instruction on how to tailor AdWords to your specific needs.

You’ll learn how to:

  • Create an AdWords campaign that is right for your brand
  • Develop content for specific ads that will draw clicks and conversions
  • Develop an ad campaign that optimizes the key locations on your site
  • Track your campaign’s progress with Google Analytics
  • Adapt your campaign based on performance
  • Use the latest AdWords updates to enhance your campaign


Amelia Burke-Garcia
Senior Director of Digital Media
Julie Yegen
Senior Digital Media Associate
2:45 p.m. 3:30 p.m.

Trends, Databoard and More: Additional Google Tools to Share Your Message

Google is always developing and enhancing tools to make the Internet experience more enjoyable, and the communicator’s job easier. This session will explore some tools that you may not be familiar with that can enhance your brand’s message. Our panelists will also discuss the development of IPv6, a dramatic expansion of the Internet.

You’ll learn how to:

  • Use Google Trends to create searches that return compelling data that can enhance your content
  • Analyze Trends data to assess the impact of your content
  • Create effective research reports and infographics using Google Databoard
  • Use Google content tools to curate, shape and edit compelling content
  • Communicate the necessity of adopting IPv6 to senior leaders to prevent loss of data and messaging capabilities


Keith Wright
Business Development
Google Measurement Solutions
3:30 p.m. 3:45 p.m.

Closing Remarks

6:00 pm 6:30 pm

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