Advanced MEDIA and PUBLIC RELATIONS SUMMIT

Tuesday, June 28 to Wednesday, June 29, 2011

Marriott Bloor Yorkville, Toronto, ON

DAY 1: TUESDAY, JUNE 28, 2011

8:00 Registration Opens and Coffee Served

8:45 Opening Remarks from the Co-Chairs

Breanne Feigel
Director, Strategic Communications and Public Affairs
at Canadian Pacific Railway

Louis Payette
National Media Relations Manager at McDonald’s

Integrating Social Media and the Internet into Your Media and Public Relations Campaigns and Learning to Leverage Their Power: In-Depth Case Studies and Concrete Examples of Lessons Learned

Social media and the Internet have become the new and pervasive tools for communicating with the public, customers and the media. Many organizations have begun to join Twitter, approve YouTube channels, create Facebook pages and form social media departments. Nevertheless, these tactics are not necessarily strategic if they are not done well. Get the tools you need in order to successfully integrate these new forms of communication into your media and public relations plans and learn to leverage their power through in-depth case studies.

9:00 How a Public Organization Successfully Integrated Social Media into its Communication Plan: The Steps Taken by the Toronto Transit Commission

Brad Ross
Director of Corporate Communications
Toronto Transit Commission

The Toronto Transit Commission employs 12,000 men and women carrying some 1.5 million people each day. As a very public and very transparent entity, and in an age where the 24 hour news cycle has morphed into a minute-by-minute news cycle thanks to the proliferation of social media, the TTC’s every move is scrutinized and criticized - by a public passionate about transit, and new media. Mr. Ross launched the TTC’s first Twitter account in late 2008. He will share his experiences in the ever-changing social media landscape, while tending to traditional media needs at the same time. The challenges and pitfalls will be explored, but also the successes and many opportunities communicators now have.

9:50 Adding Social Media to an Organization’s Strategy: A Study of Ontario Power Generation

Ted Gruetzner
Manager, Media Relations
Ontario Power Generation

• The strategic moves Ontario Power Generation made to conduct media relations in a time when there are fewer media with whom to relate
• How this organization deals with 1.0 people adapting to a 2.0 world
• The steps taken by Ontario Power Generation to integrate social media into their media relations strategies and practices

10:40 Networking and Refreshment Break

10:55 How Sanyo Successfully Went Viral

Mark LaVigne
Founder and President
Hunter LaVigne Communications Inc.

Mark Hunter LaVigne, APR, FCPRS, will present a case study that shows how traditional media can go viral in cyberspace. His Sanyo Canada client was given the mandate of the first global launch of the company’s Internet radio product, so the pressure was on. Attend this session and learn how traditional media coverage was generated and then moved deeply into the blogosphere.

11:55 Networking Luncheon for Delegates and Speakers

1:00 The MBA Tour: An In-Depth Look at the Power of Networking Online

The MBA Tour is an independent information source regarding MBA admissions. They hosts events that emphasize personal interaction between prospective MBA students, business school admissions representatives, alumni and other like-minded education enthusiasts. Established in 1993, it has built its reputation by representing top business schools from North America, Europe, Asia, and South America. Attend this session to discover the many lessons that can be learned from the MBA Tour’s strong online presence and successful use of social media.

Livia Grujich
Co-Founder and Managing Director
OnQ Communications Inc.

• From traditional PR to social media – connecting an international audience of over 20,000 fans and bloggers
• Using communities to help you find a powerful hook
• Connecting with the media through social networks
• Harnessing the power of new mediums to reach your intended audience more quickly, cheaper and with a targeted message

Defined Strategies for Using Social Media for Crisis Communications

2:00 An Important Crisis Communications Lesson Learned: A Case Study of the U.S. Airways Landing in the Hudson River

Kathleen Fearn-Banks
Professor, Dept of Communication
University of Washington and author of four editions
of the book “Crisis Communications: A Casebook
Approach”

Although many are advocating the use of social media for media and public relations campaigns, there are potential negative consequences that need to be considered. Through an in-depth analysis of this crisis, you will be made aware of the issues that you should contemplate prior to responding through all communication channels so that you can avoid making a costly mistake in your future crisis communication campaigns.

3:00 Networking and Refreshment Break

3:15 Anatomy of a Social Media Crisis

David Fleet
Vice-President Digital Team
Edelman

In this session the VP of Digital at Edelman, the largest independent PR firm that exists today, will walk through the lifecycle of an online issue through a series of best practices and real world case studies - from innocuous inception to full-blown reputational issue. He will focus on the steps taken to address the issue and the practical lessons companies can learn from this process. Understand how, and when, to engage audiences in different ways during difficult times.

4:15 Integrating Social Media Into Public Affairs Campaigns

Sarah Andrewes
SVP & Toronto Group Leader
Corporate Communications
Hill & Knowlton

Businesses and organizations are facing a more challenging environment in their efforts to have an impact on public policy, support or oppose a government initiative or encourage democratic engagement. Hill & Knowlton will explore how to use social media to engage the public and government on key advocacy issues.

5:15 Co-Chairs Closing Remarks

DAY 2: WEDNESDAY, JUNE 29, 2011

8:30 Coffee Served

9:00 Opening Remarks

Breanne Feigel
Director, Strategic Communications and Public Affairs
at Canadian Pacific Railway

Susan Schutta
Director, Corporate Affairs at Wal-Mart Canada

9:15 Interactive Media Panel: Find Out How to Best Cut Through the Noise and Be Heard through All Forms of Media

Susan Schutta
Director, Corporate Affairs at Wal-Mart Canada

It is important to maintain close relationships with all forms of media in order to deliver your organization’s message effectively. Yet so far, bloggers and other users of social media have been left out of the conversation. Be part of this unique forum where a moderator representing you will turn the table and interview representatives from all forms of media in order to get the truth about how to best work with them. Among other crucial must knows, you will learn:

• How to best get their attention- is it via telephone, email or Twitter? You’d be surprised.
• The optimal way to get stories out to them – in this overwhelming age of information, when should you provide packaged stories?
• When will they cover your philanthropic endeavors?
• What they want to see in your online media room
• What are the ways to maintain a better relationship with them
• How do you influence online stories before they go to print?

Interviewer:

Roger Goodman
Public & Government Affairs Manager
DuPont Canada

Panel:

Marc Saltzman
Freelance Journalist, Radio and TV Personality,
Technology Expert and Blogger

Jameson Berkow
Reporter
Financial Post at National Post Inc.

John Stall
Anchor
680 News

Richard Bloom
Managing Editor
CityNews.ca at Rogers Communications

Meagan Campbell
Deputy Editor
Torontoist

10:30 Networking and Refreshment Break

10:45 Choosing the Right Media for Your Message: An Examination of Public Trust in All Forms of Media

Justin Greeves
Senior Vice-President Public Affairs
Vision Critical

• Which sources of information does the public trust the most?
• Do the levels of trust in different forms of media differ by industry, age groups or another characteristic?
• What are the best communication tools to reach certain audiences?
• Are blogs and other forms of social media driven by demand or by the communicators?

11:45 Networking Luncheon for Delegates and Speakers

1:00 Media Monitoring: An In-Depth Case Study of Thornley Fallis

Joseph Thornley
Chairman and CEO
Thornley Fallis

Currently there are a myriad of tools available to track media and vendors are upgrading their tools at a rapid pace. So how do you deploy the right tools to measure the right media on a cost efficient basis? And how do you turn the information into action once you get it? How are others quantifying the success of their social media use? The CEO of Thornley Fallis, an innovative public relations and marketing firm, will use his own company as the case study for this session. Thornley Fallis has used a range of media monitoring tools at any one time and has been tracking social media for the past five years.

• How to incorporate social media monitoring into your current strategy
• What options for media monitoring are available and which ones are most people using?
• Quantifiable measurements to gauge the success of your social media campaigns
• How to effectively use social media as a market research tool
• Productively reacting to the media monitoring output you receive

2:15 Co-Chairs Closing Remarks and Summit Concludes

POST-SUMMIT MASTER CLASS

Wednesday, June 29, 2011 - 2:30 to 5:30 pm

A STEP BY STEP GUIDE FOR INTEGRATING SOCIAL MEDIA INTO YOUR ORGANIZATION’S COMMUNICATION STRATEGIES AND EFFECTIVELY USING IT TO ENGAGE YOUR INTENDED AUDIENCE

Master Class Leader:
Warren Weeks
Principal
Eleven PR

There is more to strategically incorporating social media into your media relations campaign than simply opening a Twitter account or creating a Facebook page. It is imperative that you learn how to create a meaningful interaction with your intended audience and journalists. Attend this in-depth and interactive seminar in order to discover the building blocks and framework necessary to successfully integrate social media into your organization’s communications strategy.

• Who in the company should own/use social media and what do you need to tell them before engaging in those forums?
• What framework is required in order to adapt your communications plan to include the use of social media?
• Which social media should your organization use and what research should you do prior to deciding?
  • What you need to know to make the right decision
• Learn to do more than just push your message through the media – learn to engage with your audience
• The tools to build a successful and engaging Facebook page, online media rooms, YouTube channels and Twitter accounts
• What you should think about before responding to a negative message about your organization and the best way to respond if you choose to engage

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Location:
Marriott Bloor Yorkville
Toronto, ON