Real World: Conference Program

2015 Real World Program

Real World PR 2015's conference programming includes panel discussions and interactive seminars focusing on building PR skills, personal branding, professional development, and various specialties within the industry. Most importantly, each year we build on and improve session content based on input and requests from past conference attendees.

It is not required to register in advance for individual conference sessions. However, once a room fills up, the session will be closed.

 


Opening Session (8:00 - 8:50 am)

Virtually Speaking: A Whirlwind Tour of Networking for Success

Presented by: Stephen M. Brown, APR, Managing Director, Cohn & Wolfe, @stephenatl

In an increasingly "social” business environment filled with friending, following, pinning, linking in and checking in, now is a critical moment to take virtual skills into the virtual world. In fact, it all starts with networking among live human beings — of building real-life rapport and relationships and showcasing your personal brand. Today our opening session demonstrates why networking is a skill that will help you win. Speaker Stephen M. Brown, who credits success in agency life to perpetually building relationships in organizations such as PRSA, will share the steps of working a room and starting conversations that will propel you in personal, career and community spheres. We will get to know each other, practice "elevator speeches” that can translate into any occasion, simulate great introductions and prepare for a day and a lifetime of spectacular connections. Let’s step beyond the clever meme and the smartphone screen and make networking hyperlocal again so that "hard to get" client, internship or job becomes one connection away.

 



Session One (9:00 - 9:50 am) - Choose One Breakout Session

Choices: Corporate, Agency or Non-profit?

Presented by: Melissa Medori, APR, The Weather Company; Rukiya Campbell, APR, Communications 21, Elaine Armstrong, Goodwill of North Georgia
Moderator: Beth Hawks, CoreComm PR

What criteria are most important when evaluating corporate, agency and non-profit settings for your first job? How do you know which sector will be the best fit for your skills and career goals? Seasoned professionals will explore the pros and cons for each sector to help you determine your path.

Finding Your Niche: Discovering Government, Healthcare and Technology PR

Presented by: Jasmine Hoffman, APR, Emory University; Mike Neumeier, APR, Arketi Group; Mary Hudak, FEMA
Moderator: Therese Minella, APR, Scientific Games

What does it take to thrive in these dynamic and rewarding PR specialty areas? Our panelists will take us behind the scenes to share the unique challenges and benefits of working in the technology and healthcare fields.

Secrets from Inside the HR Department

Presented by: Jordan Peabody, Ogilvy & Mather; Valerie Kennerson, Novelis
Moderator: Melissa Smith, Carvel Ice Cream

The job search can be a full-time job - especially if you don’t have the inside track to winning over the HR department. In this session, human resource professionals will explore what it really takes to land a job today. From internships to resumes and business dress etiquette, you’ll leave with tips that you can use to distinguish yourself throughout your career.

 


Session Two (10:00 - 10:50 am) - Choose One Breakout Session

Choices: Corporate, Agency or Non-profit?

Presented by: Natalie Godwin, UPS; Kristina Heuman, Porter Novelli; Mary Olsen, APR, A.G. Rhodes
Moderator: Beth Hawks, CoreComm PR

What criteria are most important when evaluating corporate, agency and non-profit settings for your first job? How do you know which sector will be the best fit for your skills and career goals? Seasoned professionals will explore the pros and cons for each sector to help you determine your path.

Finding the Balance: The role of PR in Integrated Marketing

Presented by: Jesica D'Avanza, Muscular Dystrophy Association; Elyse Hammett, APR, Phase 3 Marketing & Communications; Karen Cole, Georgia-Pacific
Moderator: Jenna Farmer, Lenz

As media outlets multiply and audiences grow more diverse, the days of communicating using just one method are over. This panel will showcase how up-and-coming PR professionals can integrate traditional public relations tactics with creative, advertising and marketing programs to capture wide-ranging audiences.

Social Media Shake-Up: How to Create Digital Content that Resonates

Presented by: Hernandez, The Home Depot; Matt Rossino, Moe's Southwest Grill; Allison Young, Atlanta Community Food Bank
Moderator: Mary Rose Macaranas, Arketi Group

If you think you’ve mastered all things social media, think again – understanding and implementing these continuously evolving platforms is crucial for young PR pros. Get the inside scoop from our panelists on how they craft social media strategies to create shareable content, connect with the media, and engage with various audiences to build strong brands.

 


Session Three (11:00 - 11:50 am) - Choose One Breakout Session

A Chart-Topping Social Media Campaign: How Arby’s Achieved Happy Engagement during the Grammy’s

Presented by: Brendan Streich, Edelman
Moderator: Jason Rollins, Arby's Restaurant Group, Inc.

How did Arby’s capitalize on one of the entertainment industry’s grandest events and generate conversation with and around a prominent celebrity in musician Pharrell Williams…all in just 49 characters? This session will explore the thinking behind and execution of one of the year’s most successful Tweets, and share strategies to help any business leverage real-time social media engagement to build and reinforce its brand.

Mastering Media Relations in a Digital PR World

Presented by: Courtney Adair, MSLGROUP; Kristi Ramsay, CNN.com; Rosalind Bentley, Atlanta Journal-Constitution
Moderator: TBD

While media relations remains the foundation of PR, the practice has changed with new communication tools and tactics.This session will explore the evolving relationship between journalists and public relations professionals in today’s digital age, and highlight what young professionals need to know to build successful relationships with traditional and emerging media..

A Slice of Lifestyle: An Inside Look at Atlanta's Largest Travel and Entertainment Brands

Presented by: Emily Murray, Georgia Department of Economic Development; Meagan Swingle, Mega Public Relations; Sarah-Ann Soffer, Hotel Indigo & EVEN Hotels, IHG

Ever wonder what goes on behind the scenes in the fast-paced entertainment, sports and lifestyle communications world? Or how some of the world's most renowned film, sports and hotel brands interact with fans and media on a daily basis? Our panelists will offer an inside look at the challenges and rewards of this dynamic field and share the stories behind the glitz and glamour.

 

Keynote Luncheon (12:15 - 1:15 pm)

Branding Lessons from Unexpected Places: Delicious Recipes for Success

Presented by: Kat Cole, President, Cinnabon, Inc.


Kat Cole's story is an inspiration, and the root of her lessons on managing your company’s brand, your own brand, and your role as a PR professional can come from unexpected places. Kat moved up from working as a hostess at 17 years old in Hooters restaurants to traveling globally to help open new franchises at the age of 19, dropped out of college, advanced to various management and leadership positions and at the age of 26, and became one of the youngest executives in the hospitality industry as a Vice President, and acting as a member of the Executive Team for Hooters. She is the chair of the board for the Women’s Foodservice Forum, and an investor and advisor to retail and tech start-ups.

For the past four years she has served as president of Cinnabon, the market leader among cinnamon roll bakeries, and one of several brands in the FOCUS Brands portfolio. FOCUS Brands is the brand owner, franchisor and operator of more than 4,500 locations and licensor of 80 products in over 75,000 points of retail and grocery distribution, all under the brands you know and love: Cinnabon, Carvel, Auntie Anne’s, Moe’s Southwest Grill, McAlister’s Deli and Schlotzsky’s Bakery & Café. Come hear more about their recipe for success.