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!

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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

Join us May 14-15 via live video for the Media Relations & Measurement Summit

Registration for the live webcast also includes the on-demand recording which will be available withing 7 business days after the event.

Webcast Pricing: $999

REGISTER NOW

AGENDA
Thursday, May 14
11-11:05 a.m.
Opening Remarks from the Ragan Team
11-11:35 a.m.
Media Relations and Measured Communications Through COVID-19

It’s a delicate balance for communicators to move forward with media relations objectives while also addressing concerns and ensuring audiences have up-to-date information that increases trust amid the pandemic. To do so successfully requires you to wear the multiple hats of storytellers, PR pros, corporate communicators, community managers, crisis experts and more as you adjust your messages to a changing crisis. However, integrated and fast-paced digital media landscape provides more opportunities than ever before to spread information and your organization's messaging, along with connecting with audience members searching for answers. Learn more about them in this opening 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 learn: 

  • How to reconsider your press releases and pitches during and beyond the COVID-19 pandemic
  • Ways to integrate new content formats such as videos and visuals to more effectively relay messages
  • How to fight against fake news and dispel both myths and misinformation
  • How you can get ahead of quickly moving narratives and futureproof your organization's brand image
Tamra Johnson
Assistant Vice President of Public Affairs
American Property Casualty Insurance Association
Read bio
Vice President of Corporate Communications
PBS
Read bio
11:40 a.m.-12:10 p.m.
Beyond ROI: Accessing and Adjusting Your Communications Impact

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

You’ll learn:

  • How to choose which metrics to include, based on your responses and goals
  • Tips for keeping your reports actionable and story-driven, even during times of crisis and change
  • 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
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Director of PR, social media and brand
Ad Council
Read bio
12:15-12:30 p.m.
The Role of Media Monitoring During Times of Crisis

Newsrooms continue to shrink while the demand for breaking news rises and COVID-19 controls headlines. Adjust to the continuing crisis and changing news media landscape in ways that build lasting relationships with reporters, secure 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 improve that ranking.

You’ll learn:

  • How to harness data before, during and after media relations campaigns—along with how it fits into today's news cycles
  • Ways to gather and interpret media hits and metrics that go deeper than simple “impressions”
  • How media monitoring can help you spread information and sidestep crisis pitfalls
  • Tools and tactics that help your organization’s executives and experts become trusted sources of answers
12:30-1 p.m.
Lunch

We'll take a break for lunch before diving back into speakers' outstanding takeaways and insights.

1-1:30 p.m.
Inside Reporters’ Minds: How COVID-19 Has Changed News Media Coverage

During these uncertain times and as people grapple for answers, reporters and editors are dedicating their focus on relaying correct and timely information and updates that can greatly affect their readers. Though you've shelved your product pitches, communicators can still provide valuable resources and insights that address the crisis and help audiences adjust. In this fireside, you can ask questions and glean takeaways from journalists about how the pandemic has changed news media coverage, along with ways you become a trusted partner in publishing crucial messages.

You’ll learn:

  • The ways reporters want to be pitched (and when you should do it)
  • Tips what's newsworthy and what's not
  • Ways you can offer alternative angles as well as data and experts' insights
  • Best practices for building relationships and trust that extend beyond the crisis
1:35–2:05 p.m.
Measurement That Matters: The PESO Model During and Beyond COVID-19

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, especially in light of COVID-19 adjustments, 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 business decisions, report on your efforts, 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 and crisis responses
  • 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 crisis decisions, executive requests and more
Founder and CEO
Paine Publishing
Read bio
2:10-2:45 p.m.
Fireside
Purpose-Driven Initiatives and Messages That Can Uplift and Inspire Communities and Stakeholders

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, especially as people worldwide grapple with the COVID-19 pandemic. As corporate social responsibility efforts and purpose-driven communications bolster crisis communications and build trust, you must learn to navigate risk with the opportunities available for your brand. In this fireside discussion, you’ll be able to ask questions and learn insights that can help you integrate purpose-driven initiatives 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 and community involvement—especially in light of the global pandemic
  • Ways to get colleagues involved and committed to achieving purpose-driven goals
  • Takeaways on how to balance your brand voice with authenticity in light of the current crisis and beyond
  • Why communicating values is no longer just a “nice thing to have”—and how to ensure your media training and other communications objectives align
Director of Social Impact and Philanthropy
Chobani
Read bio
EVP and Group Head for Business + Social Purpose
Edelman New York
Read bio
2:50-3:20 p.m.
Data-Informed Storytelling that Connects and Unites Through Quarantines and Self-Isolation

Brand journalism is more than just a buzzword: When used properly, it can drive communications efforts, increase engagement, strengthen your brand and help your audience not feel alone in the midst of the COVID-19 pandemic. By sharing individual stories and insights, whether through offering data that powers media coverage or with social media efforts, you can help create emotional connections that help people find both answers and comfort. Michael Kaye, Global Communications Manager at OKCupid, will share storytelling best practices and ways to better cater to both reporters and your customers.

You’ll learn:

  • Ways to include data and insights to raise the bar for your storytelling efforts and provide crisis-time insights
  • Why personalization is crucial to getting your story to resonate—and how you can tailor your communications to address concerns, frustrations and more
  • 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 crisis responses
Global Communications Manager
OKCupid
Read bio
3:25-3:35 p.m.
Top Takeaways from the Day—and a Preview of Tomorrow’s Agenda
Friday, May 15
11-11:05 a.m.
Opening Remarks from the Ragan Team
11:05-11:35 a.m.
The Future of the News & Social Media Landscapes: Reaching Your Audience During a Crisis

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. This is especially true in as people grapple with the impacts of COVID-19 and as more millennial and Generation Z consumers cut the cord (and publication subscriptions). So, how can you effectively deliver your messages and ensure that your content is valuable and relevant, even during times of crisis?

In this opening session with Derek K. Hubbard, Spokesperson, External Communications Team for Southwest Airlines, you’ll learn how short-form content and creative storytelling can mix with traditional news, crisis messaging and more to weave together important branded messages with crucial information in ways that helps your audience engage.

Spokesperson, External Communications Team
Southwest Airlines
Read bio
11:40 a.m.-12:10 p.m.
Fireside
Responding to COVID-19 and Beyond: Crisis Communications in an Age of 24-7 News and Misinformation

The COVID-19 pandemic has magnified potential PR missteps, and a misquote or delayed decision can quickly spiral into an additional crisis as you scramble to regain trust and prevent your reputation from crumbling. Communicators must be ready to adjust to the rapidly changing environment at a moment's notice, but that doesn’t mean there’s a one-size-fits-all response. In this fireside discussion with Richard S. Levick, Chairman and CEO of LEVICK, and Jeff Shelman, Senior Director, Communications and Public Affairs at Best Buy, you'll gain insights on how you can respond amid the pandemic and beyond.

You’ll learn:

  • How to respond to news and mandates 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 conduct risk assessment as well as prepare and adjust your messages as the media landscape changes
Senior Director, Communications and Public Affairs
Best Buy
Read bio
Chairman and CEO
LEVICK
Read bio
12:15-12:30 p.m.
Data Insights and Tools to Help Navigate COVID-19's Communications Impact

Today’s communicator must demonstrate how pitching efforts, press releases, social media management, storytelling campaigns and more affect the organization’s bottom line, which looks drastically different as the COVID-19 pandemic continues. To adjust your tack and keep your organization safe, you need metrics that reveal current insights into your audiences' behaviors and analytics that tap into the current crisis as well as related conversations. This crucial data can be gathered using the right tools and automated systems, combined with savvy communications and business decisions. Learn how you can more effectively measure upcoming benchmarks, pivot in times of crisis, 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 adjusting your efforts during times of crisis and in light of current conversations
  • How to monitor media mentions in meaningful ways that affect your organization’s crisis response and business goals
  • How to create reports that demonstrate ROI, profile your key audiences and more
12:30-1 p.m.
Lunch

We'll take a break for lunch before diving back into speakers' outstanding takeaways and insights.

1-1:30 p.m.
Determining Media Coverage Value as You Respond to COVID-19

As COVID-19 dominates news coverage and affects other coverage sources such as influencers, finding ways to effectively pitch and publish your stories is no small task. Media relations efforts can take a substantial amount of time and resources, especially as you respond to the pandemic and serve as a resource for information and guidance. Are you spending your time with strategies that make the most sense and impact? 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 secured media coverage—and help align media relations activities to overall communications goals.

You’ll learn: 

  • How to qualitatively measure the value of earned media
  • How a feature story differs from a list of smaller mentions
  • Ways to thoughtfully adjust individual and team goals as you focus on providing important information
  • Ideas for balancing your PR goals and key messages with reporters' aims

 

Director of Strategic Communications
Children's National Hospital
Read bio
1:35-2:05 p.m.
Fireside
Reaching the New Consumer Audience: Effectively Relay News, Updates and Information that Matters

Consumers 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. This introspection has only increased as people struggle to find answers, information, updates and inspiration in light of COVID-19. 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—along with how you can adjust to be more transparent, helpful and engaging.

You’ll learn: 

  • How audiences (including Gen Z) are consuming news—and how to keep up
  • Ways you can increase transparency and authenticity while respectfully integrating difficult news and announcements
  • How taking a stand and speaking out on social and political issues affect stakeholder relations—especially during a crisis
  • Ways to cut down on misinformation through working with advocates and ambassadors
Independent Creative Director and Designer
Formerly Netflix's "Patriot Act with Hasan Minhaj"
Read bio
2:10-2:40 p.m.
From Business Continuity Plan to Action: Crisis Communications Amid the COVID-19 Pandemic

You might have carried a well-designed, practiced and comprehensive crisis communications strategy, but COVID-19 has turned both crisis responses and communications on their heads. In this session with Nick Lanyi, Affiliate Consultant at Ragan Consulting Group, you’ll learn how to make difficult decisions and relay tough announcements as the minutes tick down and your organization’s reputation on the line. He'll cover how to quickly craft and deploy your messages across channels, effectively relaying information and addressing concerns to proper audiences, as well as guidance on how crisis responses have changed throughout the pandemic.

You’ll learn:

  • Responses that build trust with and 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 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
2:45-3:15 p.m.
Fireside
Going Beyond Pitches and Press Releases to Relay Your Messages During COVID-19 and Beyond

Press releases and media pitching remain an integral part of PR during crises, helping you to relay important information and strengthening relationships with your audiences. However, in a time when newsrooms are shrinking, the pandemic dominates headlines and misinformation can quickly cause panic, PR pros must expand their toolkits. In this session with Spencer Sutherland and Elizabeth Cornwall at CHG Healthcare, you’ll learn how to leverage owned assets and borrow inspiration from leading organizations to appropriately garner conversation and coverage.

You’ll learn:

  • Ways to deliver pitches that quickly cut to crucial information and 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 empowering your employees and customers to tell their stories and experiences
Director of Public Relations
CHG Healthcare
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Senior PR specialist
CHG Healthcare
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3:20-3:30 p.m.
Top Takeaways of the Day and Closing Remarks
SPEAKERS
KEYNOTER
Vice President of Corporate Communications
PBS
Read bio
Tamra Johnson
KEYNOTER
Assistant Vice President of Public Affairs
American Property Casualty Insurance Association
Read bio
KEYNOTER
Spokesperson, External Communications Team
Southwest Airlines
Read bio
Director of Public Relations
CHG Healthcare
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
Global Communications Manager
OKCupid
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
Formerly Netflix's "Patriot Act with Hasan Minhaj"
Read bio
Director of Social Impact and Philanthropy
Chobani
Read bio
Senior Director, Communications and Public Affairs
Best Buy
Read bio
Director of Strategic Communications
Children's National Hospital
Read bio

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

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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