Public Relations Society or America Northeast District

2019 Breakout Speakers

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Breakout Session I (9:30 – 10:30 a.m.)

Where Do You Stand? Best Practices for Corporate Activism and Advocacy
Yvette Sterbenk, APR - Ithaca College)

25 Insider Tips to Make the Media Fall in Love with You 
(Doug Sitler - State University of New York at Buffalo)

Stand Out from the Crowd: Research-Based Branding 
(Robin Schell, APR, Fellow PRSA - Jackson Jackson & Wagner &
Jayme Simões - Louis Karno & Company Communications, LLC)

The New Rules: If, When and How to Respond if You Blow Up on Social 
(Molly McPherson, APR - Molly McPherson)

Breakout Session II (10:45 – 11:45 a.m.)

Engineering Public Support - A Case Study in the 4-Step PR Planning Process 
(Brett St. Clair, APR - Western Skyline Marketing and Communication)

PR, HR, and CSR: Know the Difference When Speaking Publicly 
(Dr. Amanda Staggenborg - Missouri Baptist University)

Gaining Intercultural Skills in PR: How to Communicate Effectively with Global and Multi-cultural Audiences 
(Arhlene Flowers - Ithaca College)

The APR Accreditation Process Demystified
(Mark McClennan, APR & Siobhan Gallagher Kent, APR)

Breakout Session III (1:45 – 2:45 p.m.)

Crisis Communications: Don’t Anticipate. Plan.
(Mike Raia - NAIL[PR])

Branding With Powerful Stories: Exploiting The Irresistible Lure of Villains 
(Greg Stone - Stone Communications)

Grassroots 2.0: How Digital Marketing Can Enhance Public Affairs Campaigns 
Josh Poupore, APR - Corning Place Communications &
Alicia Deering - tyny co.)

Building a Diversity & Inclusion Brand
(Devon Watters - Rochester Institute of Technology &
Sandra Woodruff Whitmore - Rochester Institute of Technology)

Breakout Session IV (3:00 – 4:00 p.m.)

The Power of Influencers: How to Build Brand Advocates & Measure Success 
(Andrea McHugh - Discover Newport and
Kristen Adamo - Providence Warwick Convention and Visitors Bureau
Moderated by Bob Curley - Freelance Journalist)

Building A Positive Culture with Strong Communication
(Stacey Smith, APR, Fellow PRSA - Jackson Jackson & Wagner)

Maximizing the Triangle of Media - Traditional, Social, and Digital
(Debora Spano - UMASS Memorial Medical Center &
Nina Walsh - UMASS Memorial Medical Center)

Unlocking PR Insights Using Google Analytics
(Matthew Raven - SHIFT Communications)

*Schedule subject to change