Newbie Boot Camp Agenda

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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


8:00 a.m. – 8:35 a.m.
8:35 a.m. – 8:45 a.m.
10:15 a.m. – 10:30 a.m.
11:45 a.m. – 12:00 p.m.
12:00 p.m. – 1:00 p.m.
1:00 p.m. – 1:15 p.m.
1:15 p.m. – 2:15 p.m.
2:15 p.m. – 2:30 p.m.
3:30 p.m. – 3:35 p.m.

Detailed Schedule


8:00 a.m. 8:35 a.m.

Registration and Networking Breakfast

8:35 a.m. 8:45 a.m.

Opening Remarks

8:45 a.m. 10:15 a.m.

How to Manage Key Media Relationships in the Age of Social Media and Mobile

You’ll get both the PR professional’s and the journalist’s perspectives on building relationships with journalists and bloggers in this era of email and social media overload. Our trainers, along with a panel of journalists, will provide real-world examples and case studies of pitches and relationship-building tactics that result in positive and fair media coverage of your brand.

You’ll learn how 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
  • Get familiar with reporters who cover your industry
  • Create a Twitter list that allows you to group targeted influencers by vertical and easily see their most recent tweets.
  • Interactive exercise: You’ll work in groups to craft a tweet pitch which you’ll then present to session trainers

BONUS TIP SHEET: The Five R’s of Media Relations—Becoming a Better Resource

Speaker:

Matrobattista_Michelle
Michelle Mastrobattista
Vice President, Digital Communications
Solomon McCown & Company
10:15 a.m. 10:30 a.m.

Networking Break

10:30 a.m. 11:45 a.m.

How to Tie Social Media to Business Outcomes

Senior leaders and clients want to see a return on their public relations investments, and this is particularly true with their social media spend. We’ll cover how to develop key performance indicators (KPIs) for your social media programs so you can prove the connection between your activity and solid business leads.

You’ll learn how to:

  • 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
  • Measure what matters to the C-suite
  • Differentiate between broad goals and narrow, specific objectives that tie into organizational goals

BONUS REPORT: 5 Proven Tools to Effectively Measure Engagement and ROI on Social Media

Speakers:

Trevor Martin, The Nature Conservancy's Social Media Mobile Marketing Manager.
Trevor Martin
Social and Mobile Marketing Manager
The Nature Conservancy
Klein_Dani
Dani Klein
Director, Social Media Strategy & Insights
GroupM
< Digimax U-CA 5, Kenox U-CA 5 / Kenox U-CA 50 >
Lawrence J. Parnell
Associate Professor and Program Director, Masters in Strategic PR, College of Professional Studies
The George Washington University
11:45 a.m. 12:00 p.m.

Networking Break

12:00 p.m. 1:00 p.m.

Luncheon Keynote Presentation

1:00 p.m. 1:15 p.m.

Networking Break

1:15 p.m. 2:15 p.m.

What You Need to Know About SEO

We’ll kick off the afternoon with a discussion about search engine optimization and the various factors that must be taken into account to raise the profile of your brand in a Google search. You’ll also learn about techniques that can improve your search ranking and how to avoid “black hat” methods that can get you booted from Google searches.

You’ll learn how to:

  • Use keywords and meta tags effectively
  • Avoid overuse of keywords and links that can actually harm your page ranking
  • Understand Google’s SEO ranking factors
  • Analyze your site and determine whether it is optimized for search

Bonus Tip Sheet: How to Develop SEO-Friendly Content

2:15 p.m. 2:30 p.m.

Networking Break

2:30 p.m. 3:30 p.m.

Visual Storytelling With Pinterest, Instagram and Snapchat

Visual content is key to communicating your brand and drawing the attention and interest of audiences of all ages. Pinterest, Instagram and now Snapchat trade in visuals—and their power and influence cannot be ignored by PR and marketing pros. In this session you’ll learn how you can use these platforms to build your brand, and build your career.

You’ll learn how to:

  • Identify and create visual content opportunities
  • Choose content that fits your brand’s message, values and business objectives
  • Be inspirational with your visual content
  • Determine if Pinterest, Instagram and Snapchat are right for your organization
  • Use these platforms for brand-building contests
  • Measure the effectiveness of your visual campaigns

Speakers:

Fancher_Marilyn_fl.jpg
Marilyn Fancher
Chief Creative Officer
APCO Worldwide
Blumenthal_Dannielle
Dannielle Blumenthal, Ph.D.
Communications Director
National Institute of Science and Technology
3:30 p.m. 3:35 p.m.

Closing Remarks

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