On August 9 and 10 the following Zoom webinars are included in your FPRA Conference Virtual Registration. Some sessions are running concurrently so not all sessions can be attended in live format. All sessions however are being recorded and will be sent to virtual registrants for future viewing and reference.

Monday, August 9

10 – 11 a.m.

10 Marketing Metrics That Mean Absolutely Nothing (& What to Track Instead)
Zoom Session Presented by Braden Becker

These days, marketing and communications managers are hearing a provocative rhetorical question ripple across the industry: “Do you need analytics for every marketing campaign you run?” This is the wrong question. The one we should be asking is, WHICH analytics do you need for every campaign you run? In this session, you’ll hear marketing blasphemy: There are at least 10 totally worthless, maddeningly overrated metrics you shouldn’t be analyzing (or that you’re probably analyzing wrong). You’ll also learn which metrics to track instead, where you can find them, how to calculate them and some common uses for each one.

1:45 -2:45 p.m.

PR and Digital Regulations: How New Laws Are Affecting PR Practice in the 2020s
Zoom Session Presented by Cayce Myers, Ph.D., LL.M., JD, APR

The proliferation of digital regulations has a huge impact on public relations practice in the 2020s. PR practitioners communicating on social media, websites and other digital platforms need to have a working knowledge of the changing digital landscape to effectively communicate with diverse publics. This presentation discusses recent issues in online regulation, focusing on U.S. and international laws that are affecting communication, reputation management and intellectual property. Specific attention is paid on the liability of online platforms, changing privacy laws that affect gathering user content, regulation of big data research, the importation of foreign law to U.S. companies and how fake news and disinformation affects online organizational reputation. Attendees will gain insight on trends in digital regulation, and how PR practitioner’s work will be impacted over the next decade.

1:45 – 2:45 p.m.

Business Storytelling the Hollywood Way
Zoom Session Presented by Doug Williams

This session will explore business and organizational storytelling through the prism of movies. From that perspective, it will examine how and why stories work or don’t work; how to structure a narrative that keeps audiences engaged; the imperative of creating conflict; how to develop “characters” in ways that make for a better, more persuasive, more interesting story; and explore research that demonstrates clearly that stories, effectively told, have the power to change minds. The discussion will be largely driven by an analysis of what Hollywood insiders agree, but will not admit, is the Great American film, and then apply those lessons to PR practices.

3:30 – 4:30 p.m.

Is Strategic Planning by the PR Department Strategic or Planned?
Zoom Session Presented by Jay Galbraith

Do we get so wrapped up in our plans that we forget we are part of a bigger enterprise? Do we enjoy the day-to-day aspects of our job so much that we avoid the strategic planning? As noted storyteller Don Davis asks — are you spending more time “tuning” or are you actually “playing”?

This time together will help ensure that our plans are a supportive part of our enterprise.  We will talk about how to ensure that we are “at the table” when strategic decisions are made.  Moreover, we will delve into the elements of a planned “strategic plan” and how to execute it.

3:30 – 4:30 p.m.

Diversity, Equity & Inclusion as Corporate Social Responsibility: How PR Can Lead Positive Change
Zoom Session Presented by Nneka Logan, Ph.D.

This presentation will discuss historical and contemporary issues in DEI and then situate DEI as a part of an organization’s CSR. It will also explain why public relations practitioners are well suited to lead these efforts. In addition, attendees will learn why PR that is focused on social good is more important than ever as well as how PR can play a vital role in leading DEI and CSR efforts. Examples of organizations who do this well, along with several best practices will also be shared.

Tuesday, August 10

12  – 1 p.m.

Half Hearts and Whole Minds: A New Approach to Internal Communication
Zoom Session Presented by Dan Farkas

In a world of B2B, B2C, social, digital, traditional and evolving media, internal teams have a growing influence on an organization’s mindset and perception. Pandemics, virtual schooling, remote work and general life have made it much harder to effectively communicate with these vital people. The reality is, organizations must rethink ways to engage their teams to reflect the new ways of conducting business.

In this session, a new approach in internal communication. Using evolving trends in online learning, the session will identify new ways to build transparency, comprehension and adoption of key concepts. Attendees will also learn how to better assess progress in a way that aligns with organizational goals and objectives.

12 – 1 p.m.

PR in a Time of Heightened Awareness on Racial Equality
Zoom Session Presented by Wilson Camelo

Brands and companies are more focused than ever on issues of disparities and inequalities. This poses both a challenge and an opportunity for public relations practitioners. To be effective today and into the future, we must go beyond diversity and inclusion efforts, and integrate culturally relevant messaging, relationship building and tangible actions to position our clients and brands favorably in an environment of heightened racial awareness.

In this session, we will discuss the important role public relations must take in helping companies and brands navigate these challenges and grow in the future. Research shows that by the year 2042, ethnic/racial minorities will be the majority in the United States. This means brands must act today but also position themselves for the long term with multicultural markets.

1:30 – 2:30 p.m.

Media Training C-Suite Executives
Zoom Session Presented by Joel C. Staley

Joel Staley trains communications professionals on how to train others to be better media spokespersons. In this advanced one-hour course, Joel shares the following skills and knowledge:

  • How to persuade an executive that he or she needs media training
  • Elements that should be included in an effective media training session
  • Tips for excelling in a Zoom/video interviews

2:45 – 3:45 p.m

How to Use Social Media for Effective Always- On Brand Storytelling
Zoom Session Presented by Will Ayers Jr.

Effective brand storytelling is the foundation of a successful public relations campaign and engaging content is the driving force that connects brands with consumers. This presentation will examine how brands are leveraging social media to drive brand affinity, brand loyalty and audience engagement through always-on brand storytelling.

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