When: Wednesday, November 11, 2009
8:00 am - 5:30 pm
Where: The Waldorf Astoria New York
2009 NEXT Conference
Interactive Breakfast Roundtables *
These intimate peer-to-peer conversations will address the core elements of successful PR and communication strategies focusing on these key topics: social media, PR innovation, the changing media landscape, corporate leadership, and marketing integration
Welcome & Opening
Keynote: Perspectives on PR from Beyond the Industry
Setting a strong vision is core to success in this ever evolving and fast-paced landscape. Here, Chuck Connor, CEO, American Lung Association, offers his perspective from beyond the PR industry—sharing how that company vision informs a company's overall marketing and communications strategy.
Panel: Social Media Analytics: Capturing the Power and Influence of Human Emotion
The rise of blogs and social networks has fueled a bull market in personal opinion: reviews, ratings, recommendations, and other forms of online expression. But the key to driving influence is translating human emotion into hard data. For many businesses, online opinion has turned into a kind of virtual currency of influence that can make or break a product in the marketplace. This conversation will explore the world of social media engagement and address the following questions: How do you find the correct influencers? How do you engage them emotionally? How do you measure their influence and harness its power in the marketplace?
Kelly Groehler, senior manager, corporate public relations, Best Buy Co., Inc.
Christi Day, online spokesperson and emerging media specialist, Southwest Airlines
Sarah Molinari, corporate communications manager, The Home Depot
Moderator: Jen Houston, SVP, WE Studio D
Featured Speaker: PR's Relevance to the C-Suite
Tom Kunz, president and CEO of Century 21 Real Estate LLC
PR has the potential to impact not only a company's marketing strategy, but also its overall business goals. But as a PR professional, how do you get your CEO to listen and understand your objectives? Tom Kunz will address the importance of PR in the company's current strategy of reaching out locally to engage and educate their consumers.
Panel: The Changing Media Landscape
The media industry is in a state of transition as distribution platforms, business models, and even the concept of news itself are being transformed by the Internet. A panel of leading editors, media executives and academics explore where the industry is heading, and how PR professionals need to adapt their skills, and mindset, to stay relevant in the new media ecosystem.
Sree Sreenivasan, dean of student affairs, Columbia Journalism School and contributing editor, DNAinfo.com
Gordon Crovitz, founder, Journalism Online
Brian Stelter, media reporter, The New York Times
Moderator: Neil Hershberg, SVP, global media, Business Wire
Rejoining the format of peer-to-peer conversations, these roundtables will address the core elements of successful PR and communication strategies focusing again on these key topics: social media, PR innovation, the changing media landscape, corporate leadership, and marketing integration.
Keynote: PR Leadership: Into the Marketing Realm and Beyond
CMOs have a unique perspective in that they often oversee all marketing disciplines. In this session, Mark Snyder, CMO, Kmart, will discuss the unique opportunities for PR to take leadership in the marketing, corporate, and social media realms.
Panel: Integration Across Disciplines
In today's changing environment, true integration between marketing disciplines has become even more important. This session will explore whether integration is happening, how PR can lead the charge for integration across mediums, and how integration can change the way business is done.
Kelly Howard, US firmwide public relations director, PricewaterhouseCoopers
Jim Issokson, senior leader, reputation and issues management, MasterCard Worldwide
Jamie Stein, director of communications, Tropicana
Marian Salzman, president, Euro RSCG Worldwide PR
Moderator: Erica Iacono, executive editor, PRWeek
Panel: Powerful Teams—Internally & Externally
The structure of a PR team is important, as it dictates strategy. What do you know about how other teams are organized? Building on idea of the monthly PRWeek feature "OrgChart", this panel will take a look at the ongoing challenge of building, sustaining, and motivating internal and external PR teams for maximum success.
Bill Hughes, SVP of corporate communications, CA
Mark Stouse, global communications leader, BMC
Pam Wickham, VP, corporate affairs and communications, Raytheon
Panel: Driving PR innovation within regulation
The rules of engagement with key stakeholders is rapidly changing - both through innovation and regulation. Industries such as healthcare and financial services face a plethora of communications hurdles. Challenges to regulations regarding financial reporting are proliferating, Sarbanes-Oxley and Reg FD are under attack, and new Federal Trade Commission guidelines on blogging disclosure are still being assimilated. In this environment, companies must be seen to innovate in their messaging and engagement with all stakeholders. This session will offer insights for navigating the landscape, and for collaborating with key corporate functions to push for innovative communications strategies.
Louis Thompson Jr., former president & CEO, National Investor Relations Institute (NIRI); partner, Beacon Advisors; columnist, Compliance Week
Allan Schoenberg, director, corporate communications, CME Group
Moderator: Michael Pranikoff, director, emerging media, PR Newswire
Featured Speaker: Mary Henige, director of social media, broadcast and communications technology, General Motors
It's open season on brand reputation. With social media adoption accelerating at a blistering pace, people carry exponential power to influence brand perceptions—in both positive and negative ways. Reorienting to a risky, real-time environment is a must for all involved in the brand-building and protection business. In this one-on-one interview, Chris Perry, EVP of digital strategy at Weber Shandwick, will discuss with Mary Henige how GM has used social media during its crisis, its strategy for addressing and engaging critics, and how the idea of open communications fits into its work in this space.
Agenda subject to change
* Roundtables: Attendees are invited to participate in a roundtable discussion, moderated by an industry leader on a variety of topics.