Wednesday March 7: Pre-Conference Programs*

*Both the APR Jump Start and How to Start Your Own PR Firm are offered at an additional cost. These registrations can be purchased with or without a main conference registration here.

APR Jump Start Chad Perry

When: 11AM - 5PM Lunch is included in this session
Where: Hotel Andaluz, Majorca Room
About: Chad Perry, APR, Fellow PRSA, Assistant Professor of Strategic Communications, University of Central Oklahoma will help you jump start the process of earning your Accreditation in Public Relations (APR), and prepare you for the APR examination and panel presentation. Perry served on the Universal Accreditation Board when the computer-based exam and review panel process were implemented. He has also contributed articles to the APR Study Guide. In the competitive public relations and communications market, you can distinguish yourself, communicate your superior breadth of experience, depth of industry knowledge and passion for public relations by becoming accredited. This comprehensive session includes a copy of the APR Study Guide. Please note that this program is capped at 20 participants.


How to Start Your Own Public Relations Firm TomGarrity photo

When: 11AM - 3PM Lunch is included in this session
Where: Hotel Andaluz, Catalina Boardroom
About: This session is designed for public relation practitioners who are considering starting their own public relations firm, and will cover a multitude of topics related to started and maintaining a public relations practice. In the spirit of "one beggar showing another beggar where to get food," Tom Garrity, President, The Garrity Group Public Relations and Courtney Rich, Programs Manager, The South Valley Economic Development Center will facilitate a conversation related to developing a business plan, identifying a corporate structure, identifying clients, hiring employees, setting your hourly rates, marketing, strategic partnerships, doing the work, working at home, renting space, or buying space, profitability, and exit strategies.

Tom is not an accountant, lawyer, financial planner, or "guru." Tom started his company with one client and one employee. He quickly grew the company, acquired another, grew staff and then sold his company only to restart it a short time later. Courtney is a former small business owner, who at 27 founded a local burrito company that she operated and grew exponentially. Today she shares her expertise at the South Valley Economic Development Center, helping to incubate small businesses and ensure that they thrive and succeed.

After this session, attendees will be more informed about the questions they need to ask their respective accountant, lawyer, financial planner, guru and family before launching their PR business. Please note that this program is capped at 15 participants. 


Wednesday March 7: Welcome Reception

When: 6PM - 8PM
Where: Albuquerque Convention Center, West Complex, Lower Level
About: Mix and mingle while you get to know your fellow conference attendees. Included with your full conference registration.The welcome reception includes 1 drink for all registered conference attendees, along with a delightful assortment of appetizers.


Thursday March 8: Full Conference Day

7:30 - 9:00 AM

Breakfast Available 

Mezzanine outside Barcelona Ballroom

8:00 - 8:50 AM Keynote: Strategic Priorities for a Changing Profession
PRSA Chair Anthony D’Angelo, APR, Fellow PRSA, will present PRSA’s strategic priorities for delivering value to its members, all of whom must navigate a rapidly evolving profession to build fulfilling careers. Spotlighting data on what’s most important to members, he’ll provide insights into the Society’s strategies for a successful future, based on enhancing the profession and the professional. Barcelona Ballroom
9:00 - 9:50 AM

Lights! iPhone! Action!
Jennifer Baier
Armed with our trusty iPhones, we all have the ability to tell the story of our organizations on Facebook and Twitter. In this workshop we will cover the essentials of crafting stories, and learn how to make our videos look and sound great. There will be plenty of time to "get our hands dirty" and hone our new video skills. Bring your iPhone to this session. Majorca Room

Why Content Marketing Should Live with the PR Team
Kathryn Heller
Traditional public relations and the new wave of content marketing are very similar. PR has always been about connecting the right story to the right person through the right medium. Content marketing gives those earned stories legs through paid planning, cross promotion and multiple channels.

PR and content marketing share a common goal: to create action through relevant and compelling stories. By combining the two strategies, each story and call to action will reach more people and increase the desired outcome. Public relations professionals are perfectly positioned to take the lead in content marketing strategy. Barcelona Ballroom

10:00 - 10:50 AM

Is It Something I Did? Cues and Taboos from around the World
Chad Perry, PhD, APR, Fellow PRSA 
The global economy means the United States is more diverse than ever, and an international influence can be found everywhere. This increase has led to sizable demographics comprised of people unfamiliar or uncomfortable with norms of the mainstream United States. In this session you will learn about the cues and taboos of some of the largest international populations and how to better interact with them. At the end of the session, participants will have the opportunity to ask questions about these cultural differences. Majorca Room

TILT AND SHIFT: Evolving Digital Marketing Strategy
Kristelle Siarza 
Twenty years ago, native advertising in Buzzfeed did not exist. Ten years ago, there was no Instagram or Snapchat. Last year, live video barely integrated into the marketing mix. Because digital marketing strategy constantly changes, it's a challenge for most marketing and communications teams to keep up with new technology and innovating tactics.
Siarza will share best practices, key insights and operational methods to assist you with:
- Understanding the benefits in adapting your digital strategy
- Accommodating marketing budgets to keep up with changing marketing tech
- Creating an innovative environment that leads to efficiency
- Finding the right talent to carry out your digital marketing strategy
Barcelona Ballroom

11:00 - 11:50 AM

Social Influencers: Who to Engage and How to Identify Impact
David Zapata & Jennifer Lake
When it comes to reaching audiences, stand-alone media relations and "placements" are a thing of the past. 

To reach consumers, and in particular millennials, brands have turned to influencer marketing, and they see it as a way to reach these targets through authentic and organic voices.

But how do you make sure that you're targeting the right influencers with the right following and impact? And are their followers authentic?

The team from Zapwater, early leaders in integrating influencers programs into its client campaigns, will discuss Zapwater's methodology for the following:

- How do we choose Influencers?
- How do we measure success?
- How we integrate influencer programs with traditional campaigns
- The confluence of Earned, Owned and Paid

Zapwater will also share some of its own case studies that have won some of the public relations industry's biggest awards. Majorca Room

Are you Ready for Your Next "They Did What!?" Moment
Aileen Katcher, APR, Fellow PRSA
Every company should have a crisis communications plan and hope that they never need it. Katcher will outline the key elements to include in the plan and how to make sure your team is ready to use it to communicate when and if (or even before) a crisis hits.

If your organization hasn't already had a "they did what?!!" moment, they will. And there is a 50% chance it will be caused by management and 30% chance an employee will cause it.  Whatever the cause, crisis readiness is a bottom line issue. Having a plan and knowing how to use it can mean the difference between getting through it with minimal damage or a costly loss due to disruption of the business. 

A crisis is a situation that has the potential to disrupt a business's operations and/or profitability.  In today's world of instant communications, a crisis can take many forms and affect your business before you even know about it.  How an organization responds in the first 60 minutes can set the tone for how it survives. Barcelona Ballroom

12:00 PM Lunch buffet opens Mezzanine outside Barcelona Ballroom
12:30 - 1:30 PM

Keynote: Don't Let a Good Crisis Go to Waste!
Deena Crawley
What do you do if something goes wrong with your brand? How do you respond when the FDA issues a public health alert about a problem in your product that you discovered and reported when your number on priority is food safety days after two major holidays? Is it possible to tell your story and then find something positive in a crisis?

Crisis communication is the one area most communicators dread, but in this session, you'll learn how Dion's, a regional pizza restaurant headquartered in Albuquerque, with 23 stores and 1,600 employees, tackled this issue by responding openly and quickly, incorporating PR basics, all while showing a sincere desire to do the right thing. Hear about the initial response, the first 24-hours and permanent corporate changes including a restructured management team, new processes, and updates to the company's production facility.

You'll also hear how the scare prompted Dion's to upgrade its facilities, which casued a lag in food production and led to another crisis: a shortage of an extremely popular food product. How a company handles a crisis can be crucial for future success, taking a hardship and using it as the basis for a strong, better corporation. Barcelona Ballroom

2:00 - 2:50 PM

Blue Skies Ahead: Best Practices in Media Relations and Interviews
Eric Wilson
Learn how employing proactive strategies and understanding context can yield successful media interviews and favorable news coverage. In this interactive session, Kansas-based public relations instructor and media trainer Eric M. Wilson will share best practices in contemporary media relations and media training. Attendees will analyze examples of the good, the bad and the downright bizarre from pop culture figures including child safety advocate Elizabeth Smart, legendary college basketball coach Bobby Knight, novelist Michael Crichton, former presidential candidate Sarah Palin and others. Participants will gain insights about the importance of communicating context in interactions with the media; learn techniques for crafting stronger sound bites and quotes; and develop strategies for training executives and thought-leaders to give more effective, positive on-camera interviews.

Eric M. Wilson is a public relations instructor and outreach director at Wichita State University and president of media relations consulting and training firm V1 Communications. In 2018, he will be president of the PRSA Kansas Chapter. Wilson has more than 10 years of media training experience, having completed a public relations internship at Southwest Airlines and two national business journalism fellowships at the Donald W. Reynolds National Center for Business Journalism at Arizona State University. Wilson has conducted media training for hundreds of public relations students, Division I student-athletes, aviation professionals and international government officials. Barcelona Ballroom

3:00 - 3:50 PM

CommuniCARING: Emotional Intelligence in the Multi-Generational Workplace
Annemaire Ciepiela Henton, APR
As people are living and staying engaged in the workplace longer than ever before, the modern office is a melting pot of generations, ideals and preferences. While this convergence of people adds diversity of thought and experience, it also presents several challenges, especially as it relates to communication. Add the generational stereotypes that exist, and it’s easy to see why miscommunication occurs between these different groups. 

In this session, you’ll learn how to break down communication barriers caused by generational differences. Whether working with the 18-year-old intern or the 70-year-old seasoned professional, find out how to best engage and motivate coworkers and clients alike.

The purpose of this session is to help you:
- Understand the values and preferences associated with different generations
- Identify when generational differences are causing miscommunication
- Learn how to leverage the strengths of each generation to create a team that excels
- Get tips for how to effectively communicate with people with varying communication styles and preferences
- Hear best practices for establishing a culture of reverse mentorship
Majorca Room

Psychology of PR: New Rules for Getting More
Elizabeth Edwards
The average consumer sees THOUSANDS of competitive marketing messages a day. How do you ensure yours is heard? Join Elizabeth Edwards, founder and president of Volume PR, as she breaks down how to use the latest neuro & behavioral science findings to break your message through the noise so it is seen, heard, and most importantly, REMEMBERED. Edwards will provide NEW communication tools that can be IMMEDIATELY implemented to increase your PR media outcomes and ensure your communication brings home even more results than you aimed for. By tapping into emotions and unconscious needs of customers, clients, and media, these behavioral science laws and findings stand to help make your efforts exponentially more successful. Barcelona Ballroom

4:00 - 4:50 PM Turning the Tables, From Journalism To PR
Deke Jones
For a media and public relations professional, the value of relationships can make or break an outcome of your project or help you navigate through critical situations.  Understanding the dynamics of news media can help you and your organization develop strategies for addressing scenarios from simple to complex.  Learning to think and respond like a journalist can help innovate your workflow and open new opportunities for you and your organization.  In this session, you will be able to incorporate the main components of news media in your work, identify key media outlets around you, recognize the media communications process in real-time, learn how and why media does what it does, the value of building relationships with media, and using the media to your advantage.  We will discuss two similar events, Fort Hood Shooting #1 and Fort Hood Shooting #2, and how understanding media dynamics help navigate through both events from journalist to PR professional.  Also, how thinking and responding like a journalist during a high-profile story created a unique opportunity. Majorca Room

Leveraging Micro-Influencers in Social Media
Amy Tischler and Caitlin Jenkins
The word "Influencers" has been a buzzword in the social media marketing world for years. Influencer marketing uses key leaders or individuals to help drive the message of your brand. Micro-Influencers are everyday consumers who have a significant and engaged social media following of anywhere between 1,000 and 100,000. Social Media is increasingly becoming SoLoMo: Social, Local, and Mobile and micro-influencers can help tap into that market as a trusted source. Santa Fe-based social media strategy company Simply Social Media knows how to utilize micro-influence on a macro scale. They've been leveraging their grassroots, local-centric Instagram micro-influencer social media accounts to introduce their clients to a fresh new demographic through both public and private social media events called InstaMeets.  Simply Social Media has worked with businesses such as the Santa Fe Opera, Sunrise Springs Spa Resort, Hilton Buffalo Thunder, SITE Santa Fe, and New Mexico Magazine. Join them to learn more about leveraging micro-influencers in social media to build community, connections, and brand advocates. Barcelona Ballroom
Thursday March 8: Albuquerque Dine Around

6:00 PM

Your New Mexico PRSA dining captain will meet you in the lobby of Hotel Andaluz. Several of the restaurants are walkable, others will require a short Uber ride.

Participating restaurants will be announced soon!

mas tapas y vino

Get a taste of Albuquerque (literally) and get to know your conference attendees better during our optional Albuquerque Dine Around! Reservations will be available at a slate of recommended Albuquerque restaurants at varying price points for groups of 6-8 each. Attendees are encouraged to branch out from your fellow chapter members and mingle with members from different chapters. Participation is limited. Attendees will be able to sign-up for their restaurant of choice upon check-in.

































































































Friday March 9: Half Conference Day
  7:30 - 9:00 AM Breakfast available Mezzanine outside Barcelona Ballroom
  8:00 - 8:50 AM Networking Breakfast Barcelona Ballroom
  9:00 - 9:50 AM Team Syngery: Building Dynamic, High Performance Teams
Nikita Lawrence
Synergy can be defined as the interaction of elements that when combined produce a total effect that is greater than the sum of the individual elements and contributions. According to Forbes,
Synergy is actually a systemic principle that explains how a team's collective performance is unpredictable based solely on its member's individual performances. Therefore, a team's collective performance can be either better or worse than the sum of its member's individual performances. In my presentation, I will be sharing strategies to ensure your Team's collective performance exceeds expectations and becomes an “all star” team. Examples include Talent  placement, strengths, diversity, and more. Your participants will walk away with the formula for creating team synergy and building a High Performance team in their organization. Majorca Room

Big Data: The Future of PR
Seth Gilpin
Over the past decade, the lines between PR and marketing have blurred. PR professionals aim to create more content and drive visibility beyond earned media, and marketers place more of an emphasis on earned and influencer coverage. Many commonalities between the two departments have emerged, and a full blown convergence is inevitable.

The majority of marketers believe PR will soon be a part of marketing, and 9 out of 10 PR executives say that the term "public relations" will not describe the work they will do in five years. PR is on the brink of the same big-data breakthrough marketing and advertising experiences years ago.

Seth Gilpin from Cision will discuss how PR professionals must embrace digital storytelling by adopting a data-driven, multichannel approach to their communication campaigns, and how to leverage meaningful data to demonstrate the true business impact of their efforts. Barcelona Ballroom

10:00 - 10:50 AM

Bridging the Gap between PR and Crisis Management
Michelle Baum, Erin Bodine, Michele Murray, Steve Kizman
Oftentimes, crisis management is considered a specialized function within the realm of public relations, creating a blind spot for organizations. PR practitioners conduct daily news and social media searches, typically looking for industry and competitive news to inform pitch angles and strategies, but miss challenges that could be looming. How can we use listening tools to better inform potential vulnerabilities and opportunities to address issues proactively?

PR professionals can help organizations prepare for and even prevent some crises with proper planning and organizational alignment. Working with business leaders across a variety of departments, PR professionals can guide senior leadership decisions by prompting strategic discussions and providing counsel on identifying key institutional vulnerabilities. By prioritizing threats based on their likelihood and measure of impact to the organization, PR practitioners are able to monitor those threats and present crisis prevention recommendations to executives in an effort to reduce or mitigate threats.

To prepare for potential threats or address and unpredictable event, PR practitioners need to establish an internal crisis management team, while creating a crisis management plan and holding statements to ensure the organization can respond quickly and strategically not if, but when, a crisis hits.

In this session, panelists will share their crisis management experiences and lessons learned, sometimes the hard way. Attendees will learn how to conduct a threat assessment and use crisis prevention strategies to proactively resolve issues before they negatively impact the business continuity of an organization. Attendees will also learn crisis management preparation tactics in the event a threat cannot be contained or the unpredictable happens, and how to leverage social media before, during and after a crisis event. Majorca Room

Choosing Not to Fail: Moving the Needle on Your Agency
Ira M. Gostin, MBA, APR

Veteran entrepreneur, marketer and communicator Ira Gostin takes you on a journey to craft the kind of agency you have dreamed of running. Whether you are already running an agency, or fantasize of starting one, he will present you with real take-aways to help your mesh your love of communications and public relations  with the skills you need to create a successful startup.  Barcelona Ballroom

11:00 - 11:50 AM

Nerdy Communications: How to Communicate Complexity So the Public Can Understand
Heather Clark, Jim Danneskiold
This panel of communicators from Sandia and Los Alamos National Laboratories spend every day translating the language of physicists and rocket scientiests into communications the public can understand. They'll provide general tips to ensure your writing of complex topics is understandable and engaging for the public. They'll cover the importance of storytelling, making communications human, the use of metaphors and slashing away corporate jargon. Complex topics can get even scarier when you're communicating during an emergency or crisis, so they'll also cover how to explain them simply and quickly. And, they'll discuss how to take lanauge you probably don't understand, work with an interview subject, and turn it into well-written prose. Majorca Room.


John's Seventeen Reasons Why You Want APR After Your Name
Dr. John Forde, APR, Fellow PRSA
Learn how earning the APR provides various benefits to your career that enhance you, your organization, and the profession. A long-time member of the Universal Accreditation Board explains his 17 reasons why you want to join the APR ranks. With competition fierce for most positions in the field, any credential that can make you stand out is worth the extra effort. In addition, many practitioners arrive in public relations from disparate fields and lack the background knowledge, skills, and abilities needed to reach their full individual and organizational potential. Earning the APR is often cited by many as one of their most impactful professional achievements.
 Barcelona Ballroom

12:00 - 1:00 PM

Lunch & Closing Remarks

Barcelona Ballroom