The indispensable gathering of communicators seeking proven PR strategies and tactics and meaningful connections.

#RaganPR

Media relations and measurement remain the bedrock of successful communications. Join us May 14–15 at PR Daily’s Media Relations & Measurement Summit to hear how you can break through the noise with best practices and new, measurable ways to engage with stakeholders.

From metrics discussions to exercises on capturing reporters’ attention and responding to news that threatens to destroy your reputation, you’ll gain expert insights and integrate ideas that can power your next campaign and prove your value.

Learn from top experts who grab the lion’s share of headlines and media mentions, and collect tools, takeaways and strategies that can help you better target your audience and deliver communications efforts that ultimately support business goals.

What you’ll learn:

  • Tips for better understanding and reaching audiences, especially millennials and Gen Z
  • Strategies for building trust with reporters to get ahead of a quickly moving narrative
  • The business case for inclusion, sustainability and community involvement—whether you’re catering to an increasingly diverse market or struggling to maintain relevance
  • Ways to gather meaningful metrics and discard those that clutter evaluations
  • The worth of news media hits and popular social media conversations—and how to identify your biggest advocates and ambassadors of each
  • Tips for avoiding common pitching and media relations missteps
  • Ways to overhaul the press release format to focus on visuals, statistics and heroes of your stories
  • The metrics that matter most, and how to discard impressions-only analytics and AVE talk
  • How media monitoring can help you stand out against your competitors while also sidestepping crises
  • Taking advantage of podcasts, social media platforms, digital newsrooms and more to improve your storytelling
  • And much more!

metlife

Networking opportunities include:

  • Jumpstart your creative juices with a pitch competition
  • Connect with peers within your industry through lunchtime table topics
  • Interactive exercise that puts you in the center of a crisis scenario
  • Connect and engage online through a private LinkedIn group and the event app
  • Networking break and cocktail party to brainstorm and discuss what you’ve learned
  • And more

Can't attend in person? Sign up for our live webcast!

Top 4 benefits of attending the webcast:

  • Attend this immensely popular conference from the convenience of your desk: No travel concerns, hotels or extra costs associated with attending the event live.
  • Watch with your entire team.
  • Order the webcast, and get six months of on-demand access to this inspirational conference that will transform your organization.
  • The ability to ask questions: This isn’t a passive experience. You and your team have the opportunity to ask questions, which can be relayed to speakers presenting at the event.

REGISTER FOR WEBCAST

LIVE WEBCAST

We will be webcasting this conference live.

Order the webcast and get on-demand access to this inspirational conference that will transform your organization.

Webcast will be available on-demand within 7 business days after the event.

  • May 14 — 15
AGENDA
Pre-conference Workshops: Get up to speed before the main conference with in-depth, interactive workshops. *Extra fee to attend.
Thursday, May 14
8:30–10 a.m.
Maximizing ROI Reports: Measure Your Communications Impact

Measurement is crucial to effective communications campaigns, to achieving business goals, and to proving the value of your efforts. There are few things more important to a communications professional than providing the proper context for showcasing success in your executive reports. In this session, you’ll learn measurement takeaways and tools to help power your campaigns across industries and channels.

As part of this workshop, you’ll brainstorm with industry peers to create an outline of measurement strategies that you can use to determine whether your campaigns are on course for success – and that you’re tracking the metrics that make the most sense based on your KPIs.

(Note: There will be a breakout group for nonprofit, higher-learning and government communicators—and a group for corporate, agency and health care communicators.)

You’ll learn:

  • How to choose which metrics to include, based on your campaign types and goals
  • Tips for keeping your reports actionable and story-driven
  • Ways you can focus on the metrics that matter, and what to discard
  • Ideas for tools and resources across budgets and team sizes
  • Ways to set effective goals and objectives
Vice President, Strategy & Evaluation
Ad Council
Read bio
Director of PR, social media and brand
Ad Council
Read bio
10:15–11:45 a.m.
Lessons From the Newsroom: Winning Coverage with More than Just Pitches and Press Releases

Press releases and media pitching remain an integral part of PR, with media relations boosting brand visibility and strengthening relationships with stakeholders. However, in a time when newsrooms are shrinking, and organizations, media companies and publishers battle for consumer attention and clicks, PR pros must expand their toolkits. In this interactive session, with Spencer Sutherland and Elizabeth Cornwall at CHG Healthcare, you’ll learn what reporters want, how to leverage owned assets, and ways to find inspiration from organizations that have broken through the noise to garner conversation, coverage and kudos.

As part of this workshop, you’ll brainstorm with industry peers to create story ideas that capture reporters’ attention, land your organization positive coverage and elevate your brand.

(Note: There will be a breakout group for nonprofit, higher-learning and government communicators—and a group for corporate, agency and health care communicators.)

You’ll learn:

  • Ways to deliver pitches that quickly cut to the heart of your story
  • Tips for uncovering compelling, newsworthy stories within your organization
  • How to use PR to complement your owned media efforts (and vice versa)
  • Steps for turning your employees and customers into news media spokespeople
Director of Public Relations
CHG Healthcare
Read bio
Senior PR specialist
CHG Healthcare
Read bio
Main Conference
Thursday, May 14
11:45 a.m.–12:45 p.m.
Networking Lunch and Registration

Kick off the conference with lunch and conversation. Brainstorm and share ideas with your industry peers as you enjoy a lunchtime spread and fuel up for an afternoon of insightful keynotes, presentations and interactive activities. Attendees who didn’t attend our pre-conference workshops can sign in, grab a name badge and join us for lunch and table topics that can help you more easily find like-minded communicators as you make networking connections.

12:45–1:15 p.m.
Opening keynote
The Future of the News & Social Media Landscapes: How to Break Through the Noise and Reach Your Audience

Consumers have more access to information than ever before, and they can quickly become overwhelmed by noisy social media platforms and websites cluttered with editorials, breaking news, branded content, misinformation and more. Especially as more millennial and Generation Z consumers cut the cord (and publication subscriptions), how can you effectively deliver your messages and ensure that your content is valuable and relevant?

In this opening keynote with Derek K. Hubbard, Spokesperson, External Communications Team for Southwest Airlines, you’ll learn how snackable content and creative storytelling can mix with traditional news and more to successfully fold together current trends, emotion and branded messages in a way that entices your audience to feel and engage.

Spokesperson, External Communications Team
Southwest Airlines
Read bio
1:15–1:25 p.m.
Opening Announcements and How to Get Involved

We’ll share ways you can get involved throughout our event, including asking speakers questions before and during their sessions through our conference app, tweeting insights and images under the #RaganPR hashtag and preparing for our interactive networking sessions and activities.

We’ll also share our sponsor passport giveaways and pitch challenge, giving you a chance to win—along with a few opportunities for you and your organization to continue learning after the event in ways that prove the value of your efforts and connect you with communicators from whom you can gain inspiration.

1:25–1:55 p.m.
Measurement That Matters: Integrating PESO and Beyond

Today’s communicator wears many hats. You have to balance crisis response, media coverage, storytelling campaigns, influencer partnerships, branding and more. As roles across the communications landscape become increasingly integrated, it’s more important than ever to adopt multifunctional communications strategies and measure what’s working—and what’s not. Through the lens of the PESO model (Paid/Earned/Shared/Owned), Katie Delahaye Paine, Founder and CEO of Paine Publishing, will show you how to better set communications goals that align with the bottom line, report on your successes and overall value, and ultimately establish authority within your organization.

You’ll learn:

  • How to set goals and related benchmarks across paid, earned, shared and owned media campaigns
  • Ways to gather meaningful metrics and discard those that clutter evaluations
  • Analytics tips and tools for social media, influencer, media coverage, storytelling and other efforts
  • How to report the numbers within a meaningful context and inform decisions, executive requests and more
Founder and CEO
Paine Publishing
Read bio
1:55–2:25 p.m.
Activity
Measurement That Matters, Part Two: Set Goals That Drive Action

Take the lessons you’ve learned and tailor them to your own campaigns, strategies and business goals with an interactive exercise and worksheet. First, set goals and outline your measurement plans on your own, then share your questions, challenges and epiphanies with your tablemates to add additional context. You’ll gain inspiration into what you can use to power your communications measurement strategy upon returning to the office.

You’ll work on:

  • Setting goals and brainstorming ideas for paid, earned, shared and owned media efforts
  • Bookmarking the tools and resources you should check out
  • Identifying missing analytics from your measurement strategy, along with those to discard
  • Committing to goals and plans that solidify your expertise within your organization
Founder and CEO
Paine Publishing
Read bio
2:25–2:55 p.m.
Bonus Session
Become a Communications Powerhouse Through Media Monitoring and More

Newsrooms continue to shrink while the demand for breaking news and valuable content rises. You can take advantage of the changing news media landscape in ways that build lasting relationships with reporters, rack up headlines and media coverage, and increase your media relations’ efficacy through data and insights garnered from monitoring. In this session, you’ll dive into ways to uncover where your organization sits and how you can quickly boost that ranking.

You’ll learn:

  • How to harness data before, during and after media relations campaigns—along with how it fits into news cycles and trends
  • Ways to gather and interpret media hits and metrics that go deeper than simple “impressions”
  • How media monitoring can help you stand out against your competitors while also sidestepping crises
  • Tools and tactics that quickly find relevant trends, events and news that your organization’s executives can speak to in ways that increase media coverage and solidify their expertise
3:05–3:35 p.m.
Fireside
Drive Campaigns and Boost the Bottom Line Through Purpose-Driven Initiatives

More consumers than ever before expect the organizations they do business with to make a difference in the world and take stands on important social and political issues. As corporate social responsibility efforts, diversity and inclusion goals and purpose-driven communications have become drivers for attracting consumers and brand advocates, you must learn to navigate efforts that present both opportunity for your brand and real risk. In this fireside discussion, you’ll be able to ask questions in real time, and listen to shared insights that will help you better integrate purpose-driven initiatives into your communications in realistic, authentic and worthy ways befitting both your bottom line and your community.

You’ll learn:

  • How to make sure your messages welcome, not unintentionally offend
  • The business case for inclusion, sustainability and community involvement—whether you’re catering to an increasingly diverse market or maintaining relevance
  • Ways to get colleagues involved and committed to reaching diversity and inclusion, CSR and other purpose-driven goals
  • Takeaways on how to balance your brand voice with authenticity when talking about social issues
  • Why communicating values is no longer just a “nice thing to have”—and how to ensure your media training and other communications objectives align
EVP and Group Head for Business + Social Purpose
Edelman New York
Read bio
3:40-4:10 p.m.
How to Tell Your Brand’s Story in the Digital Age—No Matter Your Budget

Brand journalism is more than just a buzzword: When used properly, it can drive communications and media relations success, increase engagement, and strengthen your brand’s strength in the marketplace. By sharing individual stories and insights, you can break through the noise—whether through pitches that can entice readers in a time of fractured attention, or with social media efforts, videos and podcasts that create emotional connections. Michael Kaye, Global Communications Manager at OKCupid, will share storytelling best practices and ways to think more like a journalist when crafting media relations content—regardless of your industry or the resources at your disposal.

You’ll learn:

  • Ways to include cultural, political and social trends to raise the bar for your content, product messaging and storytelling efforts
  • Why personalization is crucial to getting your story to resonate—and how you can tailor your content as well as customize pitches
  • Ways you can put on your “reporter hat” while still fulfilling your business and communications goals
  • Tools and resources you can use to both uncover stories and boost your storytelling skills
  • How different mediums—including social media platforms and digital newsrooms—affect storytelling strategies and help you secure press placements
Global Communications Manager
OKCupid
Read bio
4:10-4:45 p.m.
Closing keynote
Innovative and Human-Focused Campaigns That Boost Buzz and More

More and more consumers want to do business with organizations they feel a personal connection with—and that can be facilitated by innovative storytelling efforts and media relations campaigns that focus on the people you’re targeting.

Learn how you can be an expert source for reporters and boost your brand’s buzz by uncovering narratives from customers as well as employees—as well as ways to enhance your brand proposition without sounding like a sponsored megaphone, but a humanistic organization that cares about and engages with its followers and beyond.

4:45–5:45 p.m.
Networking Cocktail Hour

Connect with fellow attendees and event speakers at our networking party. Share your current projects and see what’s on the horizon as you find like-minded industry peers you can learn from, and bounce around ideas for tomorrow’s insights-packed agenda and beyond.

Friday, May 15
8:30–9:10 a.m.
Opening keynote
Why Data Must Inform Your Communications Efforts

We’re living in an insights economy. Gone are the days when you had to constantly experiment to find the right strategic mix or risk your budget on campaigns not backed by data. However, simply having insights doesn’t guarantee communications success—especially if you don’t home in on the metrics that matter most. Don’t get overwhelmed by a deluge of data, but instead understand what the numbers say, so you can continue when you’re succeeding and change course when you’re not.

In this opening keynote, you’ll discover the power of becoming data-informed, instead of data-driven, along with ways to integrate trends, research, social listening and other analytics into your communications efforts. Learn how measurement and insights can inform, increase efficacy and help you achieve buy-in for your campaigns—and why metrics are not a one-size-fits-all solution.

9:20–9:50 a.m.
Where the Press Release Stands in 2020 and Beyond

While some have called for the death of the press release in favor of brand journalism and storytelling initiatives, other organizations have clung to this media relations building block without many changes. The future success of this PR tactic lies somewhere in between the two extremes, which requires communicators to not only reconsider press releases’ place in pitching and storytelling best practices, but also consider new formats as data and visuals become crucial to attracting attention and garnering clicks. In this session, you’ll find inspiration for your next press release as well as options that can perfectly complement your media relations efforts.

You’ll learn: 

  • Ways to ensure your press releases don’t become a repository of corporate jargon and branded fluff
  • Ways to overhaul the press release format to focus on the visuals, statistics and heroes of your stories
  • Tips and tricks for deciding when to use a press release or another content type (such as blog posts, videos or short pitches)
  • How to avoid stumbling blocks that can quickly make your press release boring or unreadable
9:50–10:25 a.m.
Activity
The Worth of a Headline: How Do Your Media Relations Efforts Rank?

Brainstorming ways to grab the attention of reporters, bloggers and other media stakeholders isn’t a small task—nor are crafting and pitching the press release, story idea, data point or visual. Media relations efforts can take a substantial amount of time and resources. Are you spending your time with strategies that will give the biggest boost to your organization’s reputation and bottom line? Josh Wilson, Director Of Strategic Communications at Children's National Hospital, will walk you through a media relations score sheet that can rank the value of your last successful pitch—and help align your time with media relations activities that move the needle and produce bigger wins.

Please note: You should bring a recent story you landed to participate in this activity.

You’ll learn: 

  • How to qualitatively measure the value of earned media
  • The importance of focusing on feature stories rather than racking up inconsequential mentions
  • Ways set individual and team goals that matter—and how to challenge yourself to gain more feature stories
  • Ideas for balancing your PR goals and key messages with media coverage wins

 

Director of Strategic Communications
Children's National Hospital
Read bio
10:25–11 a.m.
Panel
Inside Reporters’ Minds: Stories and Pitching Techniques That Land Coverage

Landing headlines and racking up news media mentions (along with online conversation about your organization) is music to PR and marketing pros’ ears. However, it takes savvy strategies and informed pitches to stand out and grab reporters’ attention, especially as newsrooms shrink and the digital landscape is increasingly crowded with content. Whether you’re looking to break through with a story in a news media organization or want to attract the attention of a blogger, podcaster or other influencer, you must deliver what they’re looking for in an easy-to-sell package. In this interactive panel, you can ask experts across publications and content types how you can effectively deliver your pitches and best grab the lion’s share of headlines and mentions for your organization.

You’ll learn:  

  • What stands out to reporters, podcasters, influencers and more
  • The importance of storytelling—from content and press release creation to sending your pitch
  • Ways to marry your brand voice with interesting narratives that effectively capture attention
  • How to create excitement and earn headlines and coverage, even when you have no news to announce
  • Tips for avoiding common pitching and media relations missteps
11:10–11:45 a.m.
Fireside
Crisis Management Best Practices: Preserving Reputation in an Age of 24-7 News and Misinformation

A negative experience, misquote or PR misstep can quickly spiral into a full-blown PR crisis, with your organization thrust into the limelight as you scramble to regain trust and prevent your reputation from crumbling. Communicators must be ready for a crisis to strike at any moment, but that doesn’t mean there’s a one-size-fits-all response for sticky situations. In this fireside discussion with Richard S. Levick, Chairman and CEO of LEVICK, and Diane Schwartz, CEO of Ragan Communications, you'll gain insights on how you can respond to different crises—along with whether or not you should open your mouth.

You’ll learn:

  • How to respond to news before the narrative gets away from you
  • Ways to correct misinformation and defuse heated debates with authoritative strategies that foster transparency and trust
  • Tips for responding to (or staying silent after) negative media coverage and online outcries
  • How to prepare ahead of time for crises and employ both media monitoring and risk assessment to guide reputation management
Chairman and CEO
LEVICK
Read bio
CEO
Ragan Communications
Read bio
11:45 a.m.–12:45 p.m.
Networking lunch

Continue brainstorming and sharing ideas with your industry peers as you enjoy a lunchtime spread and fuel up for our final sessions laden with takeaways and tips. We’ll share table topics that can help you more easily find like-minded communicators and facilitate conversations as you fuel up for an afternoon of participation, ideas and more.

12:45–1:30 p.m.
Session + Activity
Think Fast: How to Respond in Times of Crisis

You might think you’re ahead of the game with a well-designed, practiced and comprehensive crisis communications strategy. However, misinformation or surprises can turn that response upside down in a matter of minutes. In this interactive exercise led by Nick Lanyi, Affiliate Consultant at Ragan Consulting Group, you’ll be put into the middle of the lesson: An unforeseen situation has suddenly made your crisis more complicated. With the minutes ticking down and your organization’s reputation on the line, you’ll work with a team of industry peers to quickly craft and deploy your messages across channels, effectively relaying information to the proper audiences before the crisis intensifies. Along the way, Lanyi will share guidance and lessons learned on how you can more effectively develop and execute your response while battling a bigger reputational headache.

You’ll learn:

  • Responses designed to build trust with reporters to help you get ahead of a quickly moving narrative
  • Ideas to create and distribute messages on the right channels targeted to the right audiences without unnecessary approval processes and delays
  • Strategies to involve your entire team, including policies that cut down on unintentional leaks and complications
  • Ways to adjust your crisis communications plan as additional events unfold
  • How to promote transparency while aligning responses to your organization’s core values and mission
Nick Lanyi
Media relations and crisis communications expert
Ragan Consulting Group
Read bio
1:30-2 p.m.
Bonus Session
Data Insights and Tools to Achieve Media Intelligence

Gone are the days of using binders full of press clippings to showcase your efforts. Today’s communicator must demonstrate how pitching efforts, press releases, social media management, storytelling campaigns and more affect the organization’s bottom line. That requires metrics that reveal insights into target audiences, analytics that show your ranking among competitors and other trends asking for your stakeholders’ attention, and media mentions that ultimately demonstrate ROI. Luckily, many of these metrics can be gathered using the right tools and automated systems, combined with your communications and business savvy. Strap in for a rundown of how you can more effectively measure upcoming benchmarks and create reports that get buy-in from executives and colleagues alike.

You’ll learn:

  • Ways to effectively analyze and contextualize the performance of social media posts and branded content
  • Tips for stacking up your efforts against your competitors’ performance
  • How to monitor media mentions in meaningful ways that affect your organization’s business goals
  • How to create reports that demonstrate ROI, profile your key audiences and more
2–2:30 p.m.
Networking break

Take a break and dig deeper into what you’ve learned in conversations with your fellow attendees and event speakers, and take time to visit and learn more from our participating sponsors. Don’t forget to get your event passport cards signed for a chance to win an awesome prize!

2:30–3 p.m.
Fireside
Reaching new consumer audiences: Understanding the changing face of communications

Consumers these days are much more aware of their relationships with the organizations they patronize—and many aren’t shy about telling you what they’re looking for, what they want from your brand and where you fall short. In this fireside discussion, you’ll get a chance to ask questions and hear insights on how the media relations and digital media landscapes are shifting—and how you can avoid getting left in your competitors’ dust. Glean lessons learned on transparency, social listening and audience reporting, what engagement really means, going viral and more.

You’ll learn: 

  • How audiences (including Gen Z) are consuming news—and how to keep up
  • Ways you can increase transparency and authenticity while still highlighting your organization’s value statements and mission
  • How taking a stand and speaking out on social and political issues affect stakeholder relations—and how to fit these into your organization’s content and branding vehicles
  • The worth of news media hits and popular social media conversations—and how to identify your biggest advocates and ambassadors of each
Independent Creative Director and Designer
Friends of Floyd
Read bio
3:05-3:35 p.m.
Social Media Measurement That Bolsters Communications Efforts

Measuring the digital media landscape and your efforts across platforms can help you better understand and reach current and potential audiences as well as work with many kinds of stakeholders. For example, you can use Twitter to engage and build relationships with journalists (the largest verified group on the platform) well before crafting your pitch or press release. You can also identify and hop on a trending conversation or find out more accurately what content is resonating—and where you should change your tack. Kevin Goddard, Head of Social Media for Amazon Web Services, will give an overview of social media analytics, dashboards and social listening along with how to get started on efforts that can bolster your campaigns.

You’ll learn:  

  • Social listening best practices that tip you off to trends, news and other opportunities for brand buzz
  • Tips to better understand, reach and engage audiences
  • How to evaluate what’s working—and what’s not—across social media platforms including Twitter, Facebook, Instagram and LinkedIn
  • Ways to better interact and solidify relationships online with reporters, bloggers and influencers
  • How to tie your digital content and campaigns to website traffic and more
Head of Social Media
Amazon Web Services
Read bio
3:35–4:15 p.m.
Closing Keynote Fireside
What’s Next for Communicators: Trends to Embrace (and Ignore)

Though it’s a delicate balance (and sometimes a juggling act) for communicators to wear the multiple hats of storytellers, marketers, PR pros, corporate communicators, community managers and more, today’s integrated and fast-paced digital media landscape provides more opportunities than ever before to break through and capture audiences’ attention with a clever tweet, social advocacy campaign or compelling story.

In this closing keynote fireside with Jennifer Byrne, Vice President of Corporate Communications at PBS, and Tamra Johnson, Assistant Vice President of Public Affairs for American Property Casualty Insurance Association, you’ll glean additional insights into the trends to keep in mind this year and beyond—along with seeing the tired communications strategies and tactics that you should discard in favor of fresh content, stories that garner headlines, crisis responses that get ahead of the narrative and more. Here’s how you can take your spot in the sun to help your brand shine.

Vice President of Corporate Communications
PBS
Read bio
Tamra Johnson
Assistant Vice President of Public Affairs
American Property Casualty Insurance Association
Read bio
4:15–4:30 p.m.
The baker’s dozen: Key takeaways and contest winner announcements

As we close a busy and collaborative two days spent cracking codes to grabbing positive press and learning measurement secrets that can power winning communications campaigns, we’ll share a baker’s dozen of the top insights and takeaways from our expert speakers.

We’ll also announce (after illustrious tabletop drum rolls) the winners of our sponsorship passport giveaways as well as our PR Daily pitch challenge. Stay tuned, because you could take home more than a plethora of lessons, resources and communication campaign ideas.

Webcast: Thursday, May 14
Thursday, May 14
12:45–1:15 p.m. Eastern time
Opening keynote
The Future of the News & Social Media Landscapes: How to Break Through the Noise and Reach Your Audience

Consumers have more access to information than ever before, and they can quickly become overwhelmed by noisy social media platforms and websites cluttered with editorials, breaking news, branded content, misinformation and more. Especially as more millennial and Generation Z consumers cut the cord (and publication subscriptions), how can you effectively deliver your messages and ensure that your content is valuable and relevant?

In this opening keynote with Derek K. Hubbard, Spokesperson, External Communications Team for Southwest Airlines, you’ll learn how snackable content and creative storytelling can mix with traditional news and more to successfully fold together current trends, emotion and branded messages in a way that entices your audience to feel and engage.

Spokesperson, External Communications Team
Southwest Airlines
Read bio
1:15–1:25 p.m. Eastern time
Opening Announcements and How to Get Involved

We’ll share ways you can get involved throughout our event, including asking speakers questions before and during their sessions through our conference app, tweeting insights and images under the #RaganPR hashtag and preparing for our interactive networking sessions and activities.

We’ll also share our sponsor passport giveaways and pitch challenge, giving you a chance to win—along with a few opportunities for you and your organization to continue learning after the event in ways that prove the value of your efforts and connect you with communicators from whom you can gain inspiration.

1:25–1:55 p.m. Eastern time
Measurement That Matters: Integrating PESO and Beyond

Today’s communicator wears many hats. You have to balance crisis response, media coverage, storytelling campaigns, influencer partnerships, branding and more. As roles across the communications landscape become increasingly integrated, it’s more important than ever to adopt multifunctional communications strategies and measure what’s working—and what’s not. Through the lens of the PESO model (Paid/Earned/Shared/Owned), Katie Delahaye Paine, Founder and CEO of Paine Publishing, will show you how to better set communications goals that align with the bottom line, report on your successes and overall value, and ultimately establish authority within your organization.

You’ll learn:

  • How to set goals and related benchmarks across paid, earned, shared and owned media campaigns
  • Ways to gather meaningful metrics and discard those that clutter evaluations
  • Analytics tips and tools for social media, influencer, media coverage, storytelling and other efforts
  • How to report the numbers within a meaningful context and inform decisions, executive requests and more
Founder and CEO
Paine Publishing
Read bio
1:55–2:25 p.m. Eastern time
Activity
Measurement That Matters, Part Two: Set Goals That Drive Action

Take the lessons you’ve learned and tailor them to your own campaigns, strategies and business goals with an interactive exercise and worksheet. First, set goals and outline your measurement plans on your own, then share your questions, challenges and epiphanies with your tablemates to add additional context. You’ll gain inspiration into what you can use to power your communications measurement strategy upon returning to the office.

You’ll work on:

  • Setting goals and brainstorming ideas for paid, earned, shared and owned media efforts
  • Bookmarking the tools and resources you should check out
  • Identifying missing analytics from your measurement strategy, along with those to discard
  • Committing to goals and plans that solidify your expertise within your organization
Founder and CEO
Paine Publishing
Read bio
2:25–2:55 p.m. Eastern time
Bonus Session
Become a Communications Powerhouse Through Media Monitoring and More

Newsrooms continue to shrink while the demand for breaking news and valuable content rises. You can take advantage of the changing news media landscape in ways that build lasting relationships with reporters, rack up headlines and media coverage, and increase your media relations’ efficacy through data and insights garnered from monitoring. In this session, you’ll dive into ways to uncover where your organization sits and how you can quickly boost that ranking.

You’ll learn:

  • How to harness data before, during and after media relations campaigns—along with how it fits into news cycles and trends
  • Ways to gather and interpret media hits and metrics that go deeper than simple “impressions”
  • How media monitoring can help you stand out against your competitors while also sidestepping crises
  • Tools and tactics that quickly find relevant trends, events and news that your organization’s executives can speak to in ways that increase media coverage and solidify their expertise
3:05–3:35 p.m. Eastern time
Fireside
Drive Campaigns and Boost the Bottom Line Through Purpose-Driven Initiatives

More consumers than ever before expect the organizations they do business with to make a difference in the world and take stands on important social and political issues. As corporate social responsibility efforts, diversity and inclusion goals and purpose-driven communications have become drivers for attracting consumers and brand advocates, you must learn to navigate efforts that present both opportunity for your brand and real risk. In this fireside discussion, you’ll be able to ask questions in real time, and listen to shared insights that will help you better integrate purpose-driven initiatives into your communications in realistic, authentic and worthy ways befitting both your bottom line and your community.

You’ll learn:

  • How to make sure your messages welcome, not unintentionally offend
  • The business case for inclusion, sustainability and community involvement—whether you’re catering to an increasingly diverse market or maintaining relevance
  • Ways to get colleagues involved and committed to reaching diversity and inclusion, CSR and other purpose-driven goals
  • Takeaways on how to balance your brand voice with authenticity when talking about social issues
  • Why communicating values is no longer just a “nice thing to have”—and how to ensure your media training and other communications objectives align
EVP and Group Head for Business + Social Purpose
Edelman New York
Read bio
3:40-4:10 p.m. Eastern time
How to Tell Your Brand’s Story in the Digital Age—No Matter Your Budget

Brand journalism is more than just a buzzword: When used properly, it can drive communications and media relations success, increase engagement, and strengthen your brand’s strength in the marketplace. By sharing individual stories and insights, you can break through the noise—whether through pitches that can entice readers in a time of fractured attention, or with social media efforts, videos and podcasts that create emotional connections. Michael Kaye, Global Communications Manager at OKCupid, will share storytelling best practices and ways to think more like a journalist when crafting media relations content—regardless of your industry or the resources at your disposal.

You’ll learn:

  • Ways to include cultural, political and social trends to raise the bar for your content, product messaging and storytelling efforts
  • Why personalization is crucial to getting your story to resonate—and how you can tailor your content as well as customize pitches
  • Ways you can put on your “reporter hat” while still fulfilling your business and communications goals
  • Tools and resources you can use to both uncover stories and boost your storytelling skills
  • How different mediums—including social media platforms and digital newsrooms—affect storytelling strategies and help you secure press placements
Global Communications Manager
OKCupid
Read bio
4:10-4:45 p.m. Eastern time
Closing keynote
Innovative and Human-Focused Campaigns That Boost Buzz and More

More and more consumers want to do business with organizations they feel a personal connection with—and that can be facilitated by innovative storytelling efforts and media relations campaigns that focus on the people you’re targeting.

Learn how you can be an expert source for reporters and boost your brand’s buzz by uncovering narratives from customers as well as employees—as well as ways to enhance your brand proposition without sounding like a sponsored megaphone, but a humanistic organization that cares about and engages with its followers and beyond.

Friday, May 15
8:30–9:10 a.m. Eastern time
Opening keynote
Why Data Must Inform Your Communications Efforts

We’re living in an insights economy. Gone are the days when you had to constantly experiment to find the right strategic mix or risk your budget on campaigns not backed by data. However, simply having insights doesn’t guarantee communications success—especially if you don’t home in on the metrics that matter most. Don’t get overwhelmed by a deluge of data, but instead understand what the numbers say, so you can continue when you’re succeeding and change course when you’re not.

In this opening keynote, you’ll discover the power of becoming data-informed, instead of data-driven, along with ways to integrate trends, research, social listening and other analytics into your communications efforts. Learn how measurement and insights can inform, increase efficacy and help you achieve buy-in for your campaigns—and why metrics are not a one-size-fits-all solution.

9:20–9:50 a.m. Eastern time
Where the Press Release Stands in 2020 and Beyond

While some have called for the death of the press release in favor of brand journalism and storytelling initiatives, other organizations have clung to this media relations building block without many changes. The future success of this PR tactic lies somewhere in between the two extremes, which requires communicators to not only reconsider press releases’ place in pitching and storytelling best practices, but also consider new formats as data and visuals become crucial to attracting attention and garnering clicks. In this session, you’ll find inspiration for your next press release as well as options that can perfectly complement your media relations efforts.

You’ll learn: 

  • Ways to ensure your press releases don’t become a repository of corporate jargon and branded fluff
  • Ways to overhaul the press release format to focus on the visuals, statistics and heroes of your stories
  • Tips and tricks for deciding when to use a press release or another content type (such as blog posts, videos or short pitches)
  • How to avoid stumbling blocks that can quickly make your press release boring or unreadable
9:50–10:25 a.m. Eastern time
Activity
The Worth of a Headline: How Do Your Media Relations Efforts Rank?

Brainstorming ways to grab the attention of reporters, bloggers and other media stakeholders isn’t a small task—nor are crafting and pitching the press release, story idea, data point or visual. Media relations efforts can take a substantial amount of time and resources. Are you spending your time with strategies that will give the biggest boost to your organization’s reputation and bottom line? Josh Wilson, Director Of Strategic Communications at Children's National Hospital, will walk you through a media relations score sheet that can rank the value of your last successful pitch—and help align your time with media relations activities that move the needle and produce bigger wins.

Please note: You should bring a recent story you landed to participate in this activity.

You’ll learn: 

  • How to qualitatively measure the value of earned media
  • The importance of focusing on feature stories rather than racking up inconsequential mentions
  • Ways set individual and team goals that matter—and how to challenge yourself to gain more feature stories
  • Ideas for balancing your PR goals and key messages with media coverage wins

 

Director of Strategic Communications
Children's National Hospital
Read bio
10:25–11 a.m. Eastern time
Panel
Inside Reporters’ Minds: Stories and Pitching Techniques That Land Coverage

Landing headlines and racking up news media mentions (along with online conversation about your organization) is music to PR and marketing pros’ ears. However, it takes savvy strategies and informed pitches to stand out and grab reporters’ attention, especially as newsrooms shrink and the digital landscape is increasingly crowded with content. Whether you’re looking to break through with a story in a news media organization or want to attract the attention of a blogger, podcaster or other influencer, you must deliver what they’re looking for in an easy-to-sell package. In this interactive panel, you can ask experts across publications and content types how you can effectively deliver your pitches and best grab the lion’s share of headlines and mentions for your organization.

You’ll learn:  

  • What stands out to reporters, podcasters, influencers and more
  • The importance of storytelling—from content and press release creation to sending your pitch
  • Ways to marry your brand voice with interesting narratives that effectively capture attention
  • How to create excitement and earn headlines and coverage, even when you have no news to announce
  • Tips for avoiding common pitching and media relations missteps
11:10–11:45 a.m. Eastern time
Fireside
Crisis Management Best Practices: Preserving Reputation in an Age of 24-7 News and Misinformation

A negative experience, misquote or PR misstep can quickly spiral into a full-blown PR crisis, with your organization thrust into the limelight as you scramble to regain trust and prevent your reputation from crumbling. Communicators must be ready for a crisis to strike at any moment, but that doesn’t mean there’s a one-size-fits-all response for sticky situations. In this fireside discussion with Richard S. Levick, Chairman and CEO of LEVICK, and Diane Schwartz, CEO of Ragan Communications, you'll gain insights on how you can respond to different crises—along with whether or not you should open your mouth.

You’ll learn:

  • How to respond to news before the narrative gets away from you
  • Ways to correct misinformation and defuse heated debates with authoritative strategies that foster transparency and trust
  • Tips for responding to (or staying silent after) negative media coverage and online outcries
  • How to prepare ahead of time for crises and employ both media monitoring and risk assessment to guide reputation management
Chairman and CEO
LEVICK
Read bio
CEO
Ragan Communications
Read bio
12:45–1:30 p.m. Eastern time
Session + Activity
Think Fast: How to Respond in Times of Crisis

You might think you’re ahead of the game with a well-designed, practiced and comprehensive crisis communications strategy. However, misinformation or surprises can turn that response upside down in a matter of minutes. In this interactive exercise led by Nick Lanyi, Affiliate Consultant at Ragan Consulting Group, you’ll be put into the middle of the lesson: An unforeseen situation has suddenly made your crisis more complicated. With the minutes ticking down and your organization’s reputation on the line, you’ll work with a team of industry peers to quickly craft and deploy your messages across channels, effectively relaying information to the proper audiences before the crisis intensifies. Along the way, Lanyi will share guidance and lessons learned on how you can more effectively develop and execute your response while battling a bigger reputational headache.

You’ll learn:

  • Responses designed to build trust with reporters to help you get ahead of a quickly moving narrative
  • Ideas to create and distribute messages on the right channels targeted to the right audiences without unnecessary approval processes and delays
  • Strategies to involve your entire team, including policies that cut down on unintentional leaks and complications
  • Ways to adjust your crisis communications plan as additional events unfold
  • How to promote transparency while aligning responses to your organization’s core values and mission
Nick Lanyi
Media relations and crisis communications expert
Ragan Consulting Group
Read bio
1:30-2 p.m. Eastern time
Bonus Session
Data Insights and Tools to Achieve Media Intelligence

Gone are the days of using binders full of press clippings to showcase your efforts. Today’s communicator must demonstrate how pitching efforts, press releases, social media management, storytelling campaigns and more affect the organization’s bottom line. That requires metrics that reveal insights into target audiences, analytics that show your ranking among competitors and other trends asking for your stakeholders’ attention, and media mentions that ultimately demonstrate ROI. Luckily, many of these metrics can be gathered using the right tools and automated systems, combined with your communications and business savvy. Strap in for a rundown of how you can more effectively measure upcoming benchmarks and create reports that get buy-in from executives and colleagues alike.

You’ll learn:

  • Ways to effectively analyze and contextualize the performance of social media posts and branded content
  • Tips for stacking up your efforts against your competitors’ performance
  • How to monitor media mentions in meaningful ways that affect your organization’s business goals
  • How to create reports that demonstrate ROI, profile your key audiences and more
2:30–3 p.m. Eastern time
Fireside
Reaching new consumer audiences: Understanding the changing face of communications

Consumers these days are much more aware of their relationships with the organizations they patronize—and many aren’t shy about telling you what they’re looking for, what they want from your brand and where you fall short. In this fireside discussion, you’ll get a chance to ask questions and hear insights on how the media relations and digital media landscapes are shifting—and how you can avoid getting left in your competitors’ dust. Glean lessons learned on transparency, social listening and audience reporting, what engagement really means, going viral and more.

You’ll learn: 

  • How audiences (including Gen Z) are consuming news—and how to keep up
  • Ways you can increase transparency and authenticity while still highlighting your organization’s value statements and mission
  • How taking a stand and speaking out on social and political issues affect stakeholder relations—and how to fit these into your organization’s content and branding vehicles
  • The worth of news media hits and popular social media conversations—and how to identify your biggest advocates and ambassadors of each
Independent Creative Director and Designer
Friends of Floyd
Read bio
3:05-3:35 p.m. Eastern time
Social Media Measurement That Bolsters Communications Efforts

Measuring the digital media landscape and your efforts across platforms can help you better understand and reach current and potential audiences as well as work with many kinds of stakeholders. For example, you can use Twitter to engage and build relationships with journalists (the largest verified group on the platform) well before crafting your pitch or press release. You can also identify and hop on a trending conversation or find out more accurately what content is resonating—and where you should change your tack. Kevin Goddard, Head of Social Media for Amazon Web Services, will give an overview of social media analytics, dashboards and social listening along with how to get started on efforts that can bolster your campaigns.

You’ll learn:  

  • Social listening best practices that tip you off to trends, news and other opportunities for brand buzz
  • Tips to better understand, reach and engage audiences
  • How to evaluate what’s working—and what’s not—across social media platforms including Twitter, Facebook, Instagram and LinkedIn
  • Ways to better interact and solidify relationships online with reporters, bloggers and influencers
  • How to tie your digital content and campaigns to website traffic and more
Head of Social Media
Amazon Web Services
Read bio
3:35–4:15 p.m. Eastern time
Closing Keynote Fireside
What’s Next for Communicators: Trends to Embrace (and Ignore)

Though it’s a delicate balance (and sometimes a juggling act) for communicators to wear the multiple hats of storytellers, marketers, PR pros, corporate communicators, community managers and more, today’s integrated and fast-paced digital media landscape provides more opportunities than ever before to break through and capture audiences’ attention with a clever tweet, social advocacy campaign or compelling story.

In this closing keynote fireside with Jennifer Byrne, Vice President of Corporate Communications at PBS, and Tamra Johnson, Assistant Vice President of Public Affairs for American Property Casualty Insurance Association, you’ll glean additional insights into the trends to keep in mind this year and beyond—along with seeing the tired communications strategies and tactics that you should discard in favor of fresh content, stories that garner headlines, crisis responses that get ahead of the narrative and more. Here’s how you can take your spot in the sun to help your brand shine.

Vice President of Corporate Communications
PBS
Read bio
Tamra Johnson
Assistant Vice President of Public Affairs
American Property Casualty Insurance Association
Read bio
4:15–4:30 p.m. Eastern time
The baker’s dozen: Key takeaways and contest winner announcements

As we close a busy and collaborative two days spent cracking codes to grabbing positive press and learning measurement secrets that can power winning communications campaigns, we’ll share a baker’s dozen of the top insights and takeaways from our expert speakers.

We’ll also announce (after illustrious tabletop drum rolls) the winners of our sponsorship passport giveaways as well as our PR Daily pitch challenge. Stay tuned, because you could take home more than a plethora of lessons, resources and communication campaign ideas.

SPEAKERS
KEYNOTER
Vice President of Corporate Communications
PBS
Read bio
Tamra Johnson
Assistant Vice President of Public Affairs
American Property Casualty Insurance Association
Read bio
Global Communications Manager
OKCupid
Read bio
Head of Social Media
Amazon Web Services
Read bio
Senior PR specialist
CHG Healthcare
Read bio
Vice President, Strategy & Evaluation
Ad Council
Read bio
EVP and Group Head for Business + Social Purpose
Edelman New York
Read bio
Spokesperson, External Communications Team
Southwest Airlines
Read bio
Director of PR, social media and brand
Ad Council
Read bio
Nick Lanyi
Media relations and crisis communications expert
Ragan Consulting Group
Read bio
Chairman and CEO
LEVICK
Read bio
Founder and CEO
Paine Publishing
Read bio
Independent Creative Director and Designer
Friends of Floyd
Read bio
CEO
Ragan Communications
Read bio
Director of Public Relations
CHG Healthcare
Read bio
Director of Strategic Communications
Children's National Hospital
Read bio

The esteemed list of speakers from our 2019 event came from these organizations:

WHO SHOULD ATTEND

If you work in:

  • Media relations
  • Digital communications
  • Public relations
  • Corporate communications
  • Branding
  • Social media
  • Public affairs
  • Global communications
  • Data and research
  • Agency communications
  • Publicity
  • Corporate affairs
  • Crisis communications
  • Public information
  • Strategic communications

REGISTER NOW

Thank you to our current sponsors and partners:

Join us as an event sponsor and meet your target audience, showcase your products, present thought leadership, generate leads and boost your brand.

Here are a few examples of opportunities we offer:

For more information on opportunities available at this specific event, reach out to sponsorship@ragan.com.

Ragan events are educational, inspirational and fun!

Our sponsors are an important part of the success of each event.

LEARN MORE

QUESTIONS

Registration
For questions related to event registrations, please contact:

Shallon Blackburn
Customer Service & Sales Manager
ShallonB@ragan.com

Sponsorship
If you’re interested in sponsoring this event, please contact:

Hannah Lavelle
Sales & Client Relations Manager
HannahL@ragan.com

Program
For information on programming and speakers please contact:

Beki Winchel
Manager of Strategic Programming
BekiW@ragan.com