Digital PR Summit Agenda


One– and Two–Day Packages Available

Your brand is part of the 24/7 news cycle whether you want it to be or not—at this very moment it is being discussed in a digital public forum. You can’t afford not to be part of that conversation—and, for that reason, you should not miss PR News’ acclaimed Digital PR Summit, which will be held in beautiful San Francisco on Wednesday, February 5, 2014. One lucky attendee will receive a Microsoft Surface Pro at the Digital PR Summit!

Detailed Schedule

8:00 a.m. 8:40 a.m.

Registration & Networking Breakfast

8:40 a.m. 8:45 a.m.

Opening Remarks

8:45 a.m. 9:15 a.m.

The Wake-Up Call: The New Social Landscape—and Your Role in It

This morning wake-up call will lay the groundwork for the rest of the Digital PR Summit and will show how social media continues to change the way PR professionals think and plan. You’ll also learn how PR pros’ natural skill sets make them uniquely qualified to lead the way on social—and which skill sets they need to develop to take advantage of the evolution of existing and developing platforms.

The Wake-Up Call will include:

  • Lessons from a PR veteran who became a digital specialist and then returned to PR—and why these labels no longer matter
  • An integrated approach to PR, digital and marketing—from editorial calendars and campaign planning to organizational structure and measuring success
  • A look at how a renowned worldwide brand approaches the digital space
  • Insight into how PR professionals are uniquely positioned to affect social engagement


Monte Lutz
Global Head of PR
Gary Wicks
Director, Digital Strategy
Boeing Commercial Airplanes
Serena Ehrlich
Director of Social Media
Business Wire
9:15 a.m. 9:45 a.m.

Social Media ROI Essentials

Learn how to set goals and measurable objectives for your social media programs, focus on the impact of social media instead of on vanity metrics and develop ROI models that will help you get your budgets approved.

You’ll learn how to:

  • Establish clear expectations from senior leaders of your organization’s social media programs
  • Develop social media outcomes that you can actually reach
  • Establish key performance indicators (KPIs) that align with business goals
  • Speak the language of your brand or client when reporting social media metrics
  • Create and use dashboards to monitor PR performance metrics

Bonus Report: “3 O’s of Metrics: Outputs, Outtakes & Outcomes”


Maria Saltz
Senior Manager for Social Media Analytics
Curry_Whitney copy
Whitney Curry
Senior Marketing Manager
9:45 a.m. 10:30 a.m.

How to Really Use Facebook for Your PR Efforts

Your brand should not be on Facebook just for the sake of being on Facebook. There’s limitless opportunity to build brand awareness and expand a customer base on Facebook, but first you must develop a communications program that is designed to accomplish something definitive. This session will show you how to develop a daily strategy for Facebook and keep pace with updates to the network’s news feed algorithm, work with marketing and other stakeholders and more.

You’ll learn how to:

  • Create content that generates maximum engagement and appears in your target audience’s news feed at high-impact times
  • Engage the superfans who are most likely to drive engagement with your Facebook page
  • Share more visual content—both still images and video
  • Use Facebook Insights and other measurement tools to determine the reach, virality and overall impact of your posts
  • Leverage Facebook’s paid products (advertising)
  • Manage a crisis on Facebook

Bonus Report: “How to Respond to Customer Service Comments on Facebook”


Michelle Mastrobattista
Director, Digital Communication
Solomon McCown & Company
Jason Vasquez
Assistant Vice President, Consumer Lending Communications
Wells Fargo
Amanda Sheldon
Director of Digital Marketing and Communication
10:30 a.m. 10:45 a.m.


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

Must-Know Twitter Engagement Tactics

Find out what works best right now at generating new followers on Twitter and keeping them engaged. You’ll learn how to identify keywords or topics that make sense for your brand, how not to overdo the use of hashtags, engage with your followers organically without resorting to a blatant marketing objective and find the right balance between organic content and targeted, promotional tweets.

You’ll learn how to:

  • Research and use hashtags that connect your organization with your audience
  • Craft tweets that are more likely to be retweeted and build site traffic
  • Distribute rich messages with expandable tweets
  • Manage a crisis on Twitter
  • Measure the effectiveness of your messaging on Twitter
  • Find and create brand ambassadors on Twitter

Bonus Checklist: “5 Tips for Using Twitter’s Promoted Products”


Audie Chamberlain
Director of Social Media Marketing
Rachael Horwitz
Senior Manager of Communications
11:30 a.m. 12:00 p.m.

4 People on Chairs Talking About Social Media

If you spend your days engaging on social media channels on behalf of your brand or clients, you no doubt wonder if your experiences fall in line with those of other social strategists. One thing is for sure—you know you have a lot to learn from your peers, and vice versa. In this fast-paced session, we’re going to put four “social workers” in chairs and feed them nonstop questions find out what their days are really like, and get them to share their innermost social media habits and crisis preparedness tips.


Jennifer Mesenbrink
Senior Manager of Digital and Social Content Strategy
Motorola Solutions
Adrenna Alkhas
Marketing and Communication Director
Stanislaus County Fair
Scott Kegley
Senior Manager of Digital & Social Media
San Francisco 49ers
Eric Stark
Digital Media Strategist
San Francisco 49ers
12:10 p.m. 1:20 p.m.

Networking Lunch and Keynote Presentation: Communicating With Millennials

Millennials not only consume and engage with content differently from other generations, they are driving changes in technology, which in turn affects the way all generations will be communicating. Jake Katz of Revolt TV has been a veteran—if that’s the right word—consultant to brands on how the Millennial generation will shape their future, and in his keynote address he’ll give you the lowdown on this essential demographic.


Jake Katz
Vice President of Audience Insights & Strategy
1:30 p.m. 2:30 p.m.

Content Marketing Clinic: Communicators’ Role in Content Creation

In this interactive session, our content marketing clinic leaders will put you to work and ask you to consider the resources available to you at your organization and develop strategies for paid, owned and earned media—on the spot. You’ll also get tips on finding new sources of content within your organization and keeping your brand in the news when there is no news.

You’ll learn how to:

  • Develop strategies for paid, owned and earned media
  • Use search, listening, social and other inputs to determine content areas that are both of interest to your audience and authentic to your brand
  • Find sources of content within your own organization
  • Use data to develop monthly impact results and make strategic recommendations
  • Forge content partnerships
  • Make current news relevant to your brand

Bonus Checklist: “5 Keys to Making Your Business a Content Powerhouse”


Ken Peterson, Communications Director at the Monterey Bay Aquarium.
Ken Peterson
Communications Director
Monterey Bay Aquarium
Stephanie Losee
Managing Editor, Dell Global Communications
LaSandra Brill
Senior Director, Global Social Media
Peyman Nilforoush
CEO and Co-Founder
2:30 p.m. 3:15 p.m.

Speed Networking

Here’s your chance to get to know your fellow attendees and forge new connections and possible partnerships. In this fast-paced round-robin session, you’ll exchange quick ideas and business cards with dozens of communications leaders.

3:15 p.m. 4:00 p.m.

How to Use Instagram, Pinterest and Vine for Visual Storytelling

You don’t have to manage PR for a fashion, food or media brand to leverage the power of still and video images. Our visual storytelling experts will show b2b, nonprofit and b2c brands how they can make the leap to visual storytelling with Instagram (both still images and video), Pinterest and Twitter’s Vine app. Learn how to mine your existing visual content and create new content (affordably); determine how to use those images to tell a brand’s story across social channels; apply storytelling principles to the use of still images; get started using Facebook’s video on Instagram service; and launch visual stories that motivate audiences to participate and share their own images.

You’ll learn how to:

  • Spot opportunities within your organization for visual storytelling
  • Craft creative and shareworthy Vine videos
  • Be inspirational on Pinterest and drive pinners back to your brand pages
  • Use storytelling concepts in the creation of your boards on Pinterest
  • Leverage Facebook’s Instagram video service
  • Showcase your brand’s history and story on Instagram
  • Create short, specific campaigns on Instagram
  • Determine if Snapchat has potential for your organization, and be cognizant of the potential dangers of using the platform

Bonus Checklist: 7 Steps to Getting Started on—and Using—Vine


Jessica Henry
Director of Marketing and Public Relations
Not For Sale
Michele Johnson
Communications Director
NASA Ames Research Center
4:00 p.m. 4:30 p.m.

It’s Your Business: Talent and Resources for Digital PR Success

In this fast-paced session we’ll show you some of the best free and paid social media monitoring tools to help you identify key influencers in your market, and how top digital teams are pairing the right tools with the right talent and skill sets. You’ll also get insight into new roles and job titles for PR practitioners and how to build a digital dream team.

You’ll learn:

  • What tools to consider to monitor online conversations about your brand on social channels
  • How to track negative comments and anticipate a crisis
  • What new roles are opening up for PR professionals in the digital realm, and the job titles associated with those roles
  • What kinds of salaries and compensation packages are being offered to PR pros moving into these new roles


Emily Buchanan
Senior Principal, Chair of Social Engagement and Brand Marketing
Carmichael Lynch Spong
Chris Thomas
Director of Digital Strategies
Sierra Club
4:30 p.m. 4:45 p.m.

Closing Keynote: A Google-Eye View of the Future of Brand Communications

Chris Dale, head of communications and public affairs for Google Glass, will close out the Digital PR Summit with a demonstration of Google’s signature wearable computing device, and will discuss the potential impact of wearable computing and address other Google platforms that will influence the future of brand communications.


Chris Dale
Head of Communications and Public Affairs
Google Glass
Presented By: PR News REGISTER NOW