If you are recently beginning your career in  PR or Marketing,  or are looking to quickly expand your skills for your on-the-rise communications career, then join PR News for its One-Day Boot Camp for Emerging Stars at the Hyatt Regency Boston. PR News has developed this one-day intensive boot camp—which has drawn hundreds of attendees in Washington, D.C., and Miami—to provide emerging communications stars with the critical tools, strategies and insights needed to take their careers to the next level in today’s communications environment.
This is a focused training: it begins with an 8 a.m. networking breakfast and includes a working lunch and meaningful interaction with trainers and peers. Participants are expected to be available for the entire day without interruption or leaving early. Those who complete the course will receive a PR News workshop certificate and a letter from the publishers of PR News confirming participation and completion of this course.

Here’s just a taste of what attending a PR News conference is like.


Bonus Checklists & Tip Sheets

All Attendees Will Receive the Following

  • • 5 Proven Tools to Effectively Measure Engagement and ROI on Social Media
  • • Brand Vulnerability Checklist
  • • Identify Your Brand’s Values and Audiences for Social Media.pdf
  • • Press Release Guidelines
  • • The Five Rs of Media Relations – Becoming a Better Resource

Schedule At–A–Glance

8:00 a.m. – 8:35 a.m.
8:35 a.m. – 8:45 a.m.
10:15 a.m. – 10:30 a.m.
11:45 a.m. – 12:00 p.m.
12:45 p.m. – 1:00 p.m.
1:00 p.m. – 2:00 p.m.
3:00 p.m. – 3:15 p.m.
4:00 p.m. – 4:15 p.m.

Detailed Schedule

8:00 a.m. 8:35 a.m.

Registration and Networking Breakfast

8:35 a.m. 8:45 a.m.

Opening Remarks

8:45 a.m. 10:15 a.m.

How to Manage Key Media Relationships in the Age of Social Media and Mobile

You’ll get both the PR professional’s and the journalist’s perspectives on building relationships with journalists and bloggers in this era of email and social media overload. Our media relations trainers, along with a panel of journalists, will provide real-world examples and case studies of pitches and relationship-building tactics that result in positive and fair media coverage of your brand.

You’ll learn:

  • Key media relations principles, no matter who you are pitching
  • How to develop valuable long-term relationships with journalists
  • How to think like a journalist to anticipate their needs
  • How to use social media to get noticed by journalists you don’t already know
  • Interactive exercise: You’ll work in groups to craft a tweet pitch which you’ll then present to session trainers

BONUS TIP SHEET: The Five R’s of Media Relations—Becoming a Better Resource


Dawn Kelly
Vice President, Global Communications
Prudential Financial
Michelle Mastrobattista
Director, Digital Communication
Solomon McCown & Company
Peter Howe
Business Editor
Gary Washburn
The Boston Globe
10:15 a.m. 10:30 a.m.

Networking Break

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

PR Measurement: Building a Foundation in Metrics to Guarantee Your Future Success

To prove the value of your communications campaign successes you must deliver metrics that speak to your organization’s bottom line. This session will give you a grounding in practical, day-to-day approaches to metrics that you’ll be able to build upon as you make data a part of all your PR programs.

You’ll learn:

  • How to set measurable PR objectives that are aligned with organizational objectives
  • How to report data to senior leaders
  • How to choose key performance indicators for your specific PR programs
  • What you should look for in social media dashboards and measurement tools to be sure you have the information you need

BONUS REPORT: 5 Proven Tools to Effectively Measure Engagement and ROI on Social Media


Alex Nicholson
Vice President, Account Planning
Cone Communications
Fathi_Sandra copy
Sandra Fathi
Founder and President
11:45 a.m. 12:00 p.m.

Networking Break

12:00 p.m. 12:45 p.m.

Luncheon Keynote: ESPN’s 360 Degree Approach to Communications

You’ll learn from ESPN’s SVP of Corporate Communications, Chris LaPlaca, why he emphasizes that his team members become internal and external communications specialists, and why he puts an emphasis on building his team’s video and digital skills. Chris is a big believer in the need for communicators to be nimble and versatile in storytelling, and to fight against and break down silos—and will show you how to move along that path.


2010 - Chris LaPlaca
Chris LaPlaca
Senior Vice President, Corporate Communications
ESPN, Inc.
12:45 p.m. 1:00 p.m.

Networking Break

1:00 p.m. 2:00 p.m.

Interactive Crisis Management Workshop

Work in small groups with your fellow Boot Camp attendees as you immerse yourself in a mock crisis that threatens the reputation of an organization. Our crisis management trainers will define the crisis and begin their stopwatch—then it will be your team’s job to create a strategy that will measure the impact of the developing crisis in real time and point the way toward an appropriate response. Team leaders will share their strategies with all attendees, and our workshop leaders will analyze the results to create a set of best practices.

You’ll learn:

  • How to prevent or deter issues from escalating into a crisis
  • Cutting down cycle time: how to stay in touch with your online audience even as senior leaders scrutinize every message
  • How to identify a crisis, how to evaluate emerging situations and what to do in the first 24 hours
  • How to engage company employees as well as friends, fans and followers in the crisis communication effort
  • Interactive exercise: Working tables will be handed a major PR crisis and will have to work quickly as a group to brainstorm solutions that they will then present to Boot Camp attendees

BONUS: Brand Vulnerability Checklist


Oppel_Myra copy
Myra Oppel, APR
Regional Communications Vice President
Pepco Holdings Inc.
Roddy Young
Vice President, Communications & Marketing
2:00 p.m. 3:00 p.m.

How to Write News- & Share-Worthy Press Releases

Potent, well-written, useful press releases continue to be an essential PR tactic to deliver news to journalists, bloggers and other media outlets. As reporters and editors find themselves increasingly forced to do more with less, your well-crafted press releases can make their lives easier—and advance your company’s communications strategy. Our trainers will show you how to craft search-optimized and shareable press releases for the age of downsized newsrooms and media-savvy consumers.

You’ll learn how to:

  • Write killer, search-optimized press release headlines and leads that grab readers’ attention
  • Research target keywords and implement them to gain better visibility and increase brand exposure on search engines
  • Turn the executive quote from a generic placeholder into a powerful brand messaging tool
  • Craft releases that go beyond just “what, where and when” to “why” and “why now”
  • Include key supporting material that does journalists’ jobs for them
  • Focus on the benefits to the reader of your product or service in your written materials, instead of on its features and internally perceived uniqueness
  • Think beyond the press release with infographics and other tactics

BONUS: Press Release Guidelines


McLaughlin_Bill copy
Bill McLaughlin
Executive Vice President
Lois Paul and Partners
Monaghan_Beth copy
Beth Monaghan
Principal and Co-Founder
3:00 p.m. 3:15 p.m.

Networking Break

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

State of Social Media: What It Means for Your Brand

You may be a social media expert using social platforms to build brand and broadcast messages. But what’s your next step? Are you ready to be a social media change agent? Your company and your career depend on your leading a new breed of social engagement that disrupts business models of companies both big and small. You’ll learn how to create momentum within your organization to turn business as usual into buzz as usual.

You’ll learn:

  • Best practices for listening and engagement across platforms
  • How to create social media strategies that both align with your organization’s business goals and help your organization evolve to meet new audience expectations
  • How to determine what your audience wants from your organization on social channels
  • How to make real-time conversations part of your organization’s DNA

BONUS CHECKLIST: Identify Your Brand’s Values & Audience for Social Media


Cheryl Reynolds
Vice President - Communications, Advertising and Brand Management
Catherine Allen
Executive Vice President
SHIFT Communications
4:00 p.m. 4:15 p.m.

Key Takeaways

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