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Jo Ann LeSage Nelson, APR, Co-chair

Joslyn Mc Ardle, Co-chair


Thursday November 4, 2010
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Hilton Garden Inn, Rensselaer Banq. & Conf. Center 
235 Hoosick Street
Troy, NY 12180

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2010 PRSA Northeast District Conference - Troy, NY 

November 4, 2010

The word is out!  PRSA’s 2010 Northeast District Conference is expected to be a great success as the Capital Region Chapter of PRSA hosts the conference for the first time.  District members have all received a “Save the Date!” note announcing the conference theme, date and location:

Capitalizing on Core Strengths:
Connecting, Collaborating, Communicating

 Thursday, November 4, 2010
Hilton Garden Inn and Rensselaer Banquet & Conference Center
Troy, New York
The Home of Uncle Sam

Mark your calendar now and plan to attend PRSA’s NE District Conference on Nov. 4 where you’ll have an opportunity to meet and network with PRSA members from the Capital Region, Rochester, Buffalo, Central New York (Syracuse), Finger Lakes, Boston, Southeastern New England (Rhode Island), and Yankee (New Hampshire) chapters. We’ve also invited members of the Tri-State District -- serving the Connecticut Valley, Southern Connecticut, New JerseyNew York and Westchester/Fairfield chapters -- to join us.

And be sure to checkout the Facebook Fan Page, follow us on Twitter and visit the chapter website regularly for updates about the conference.

See you in the fall!


Early Bird Rate (Must register and pay by 10/1)

PRSA Members: $120

Non-Members: $140

Regular Rate (After 10/1)

PRSA Members: $140

Non-Members: $165

Student Rate (Must register prior to 11/4)

All students: $50

    Breakfast/Luncheon Sponsors

College of St. Rose

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The 2010 PRSA Northeast District Conference offers something for everyone.  Check out this outstanding program lineup!

Watch for an announcement soon our on keynote speakers!

*Note - Preferred program breakout sessions/track are chosen by the individual on the day of the event and are not determined through the online registration.


 Public Relations Ethics: Do They Really Matter?

 Deborah A. Silverman, Ph.D., APR, Assistant Professor of Communication Buffalo State College

 Jonathan R. Slater, Ph.D., Associate Professor of Communication SUNY Plattsburgh

 Emmanuel Tchividjian, Chief Ethics Officer Ruder Finn

 Thomas Nardacci, Principal Gramercy Communications

Public relations students entering the profession need a precise understanding of the role and importance of ethics in the public relations function. This one-hour master class will lead you through a discovery of concerns that real-world PR practitioners, both new and veterans of the industry, are likely to face when dealing with publics, the media and each other.

Communicating the Best You

 Linda Burkley, APR, President and Owner Ardis Communications LLC

During this dynamic session, an award-winning PR practitioner will discuss the importance of superior communications skills in securing jobs and promotions: what employers seek; how to maximize chances of getting a foot in the door; and how to develop a sharp, creative, and well-rounded portfolio and positive personal brand.

Pulling the Plug on Social Media

Stacey Smith, APR, Fellow PRSA, Senior Counsel and Partner Jackson Jackson & Wagner

 This session will tackle the question, “How large a role should social media play, and what should that role ultimately be?” You’ll learn how and where the use of social media is appropriate and effective and how to educate those who insist that social media is the only tool necessary, before funds are eliminated for tools that get to the real goal – influencing and changing behavior.

Communications and Collaborations: How Good PR Saved a Non-Profit

 Erin L. Hathaway, Media & Web Marketing Manager Granite State Management & Resources, The NHHEAF Network Organizations

After almost 50 years in business, a New England non-profit faced a major threat to its very existence when a state passed legislation that dramatically changed the student loan industry landscape.  Yet, today the organization thrives. During this presentation, you’ll hear what differentiated this nonprofit from its counterparts around the country, how its multi-platform public relations campaign played a critical role during a tumultuous time, and how relationships with business and political leaders and investments in the community made a difference.



PR Performance Review: A Media Perspective

Joe Donahue, Host of The Roundtable WAMC/NPR

Mark Mahoney, Editorial Page Editor Glens Falls Post Star

Karen DeWitt, Capitol Bureau Chief  New York State Public Radio/WXXI

A panel of award-winning journalists will look at how PR professionals succeed or fail in getting their messages out, what could PR professionals do differently and the ways in which interactions between PR professionals and the media are changing in the face of the ever-shifting role of social media in the newsroom.  They’ll also discuss the year’s top media stories. These media folks are no shrinking violets, so plan for a lively discussion!

Connecting with Your Audience: Taking Public Speaking to a Higher Level

Mark Grimm, President Mark Grimm Communications

If you speak in public today, or may in the future, you need to know the right skills and strategies for connecting with audiences and conveying messages with confidence and clarity, and ultimately achieve greater success. This practical and inspirational presentation will really help you Wow! your next audience.

Tweeting Toward Liability? Legal Issues Surrounding Social Media PR

Philip Frankel, Esq., and Liz Poda, PR Manager Bond, Schoeneck & King, PLLC

Social media, from Facebook and Twitter to blogs, LinkedIn and Yammer, are daily PR vehicles. However, not everything we read or post is in the best interest of our clients or our own organizations. At this session, you will learn important legal considerations for using social media in public relations; explore the new frontiers of integrating intellectual property law into social media law; including defamation, copyright, trademarks, slander and liability; and understand how these pertain to social media programs and individual site rules and regulations.

The Art of Storytelling: From Indie Games to Guitar Hero

Karthik Bala, CEO Vicarious Visions, an Activision/Blizzard Company

This interactive discussion features the CEO of one of the world’s hottest video game studios, explaining how he and his brother turned the childhood hobby they started in their parents’ basement into an award-winning gaming studio developing titles such as “Guitar Hero,” “Marvel’s Ultimate Alliance,” and “Tony Hawk,” all ultimately purchased by Activision/Blizzard. Throughout their years of brand building, the brothers’ story of determination, ingenuity and hard work has been a foundation of the company’s success that has attracted international attention.




Public Relations’ Role in the Visioning Process

Kurt Wise, Ph.D., APR, Associate Professor and Public Relations Department Chair Quinnipiac University, PRSA Health Academy’s Executive Committee

What is the best method of creating and sustaining organizational vision, and what role should public relations professionals have in the visioning process? At this session, you will learn about the latest research on visioning from the fields of business and public relations, the components of a successful visioning process, how public relations can effectively contribute to the development of successful visions and the most common mistakes to avoid.

Engaged Social Intelligence and How to Measure its Success

Jason Forget, Corporate Reputation Manager GE Energy

This presentation will explore a “4S strategic framework” for measuring and making sense of a media environment that is growing by the second. Through examination of a real world case study, you’ll learn why measurement is important, what to measure, and how to measure it; discover ways to turn analysis into strategy and action; and understand the competing interests companies might be facing in the external media environment and how to effectively break through.

I’m from the Government and I’m Here to Help

Moderator: Jonathan Pierce, APR, President Pierce Communications

Kate Gurnett, Director of Public Information New York State Inspector General’s Office

Erik Kriss, Director of Public Information New York State Division of Budget

Deborah Sturm Rausch, Director of Communications New York State Department of Transportation

John Caher, Director of Public Information New York State Department of Criminal Justice Services

These New York State agency public information officers will discuss how public relations works within a government structure, when the goal is communicating important issues in the face of cynicism, and sometimes even suspicion, about government agencies. Are their jobs inherently more difficult than those of PR professionals working in the private sector?  We’ll find out.

Generational Convergence for an Effective Social Media Strategy

Danielle Cyr, Senior Account Manager Co-Communications

Jessica Lyon, Vice President Co-Communications

As agencies, corporations and non-profits implement effective social media strategies, it is imperative to develop a plan for leveraging both senior talent’s extensive industry expertise and Gen Y’s social media knowledge. This session will explore why senior professionals and Gen Y should leverage each other’s strengths to create the most effective strategy and how the insights of both can be used to generate ROI and measurable results.  


War, Politics and Murder in Iraq: Experiences of a Public Affairs Officer

Lt. Col. Richard Goldenberg, Public Affairs Officer 42nd Infantry Division, New York National Guard

 In 2005, Richard Goldenberg, serving as Public Affairs Officer for the NY Army National Guard's 42nd Infantry Division Headquarters, was confronted by the sharp divisions between the efforts to "manage the message," the influence of politics over a very divisive war effort, and the potential media circus over the alleged "fragging" of two officers of the unit. At this session, you will learn about life as a military Public Affairs Officer and how the presenter balanced informing the public with the demands of supporting communications policies.

Communicating Most Effectively through Your Online Newsroom

Chris Antoline, Manager, Web Engagement Group PR Newswire

George De Torres, Divisional Vice President MultiVu, a PR Newswire company

The importance of having an easy-to-navigate and content-rich online newsroom continues to increase as the web evolves into the standard communications channel for most journalists.  During the discussion, we will identify the types of content that are most engaging, review the components of an effective social media strategy, share results of the PR Week/PR Newswire Media Survey, discuss ways to enhance SEO, and demonstrate web analytics.

Leveraging Experiential Marketing to Drive PR

Keith Green, Vice President of Marketing and Communications Synergy Events

Stan Phelps, Executive Vice President Synergy Events

This presentation will explore how to turn a wild idea into a public relations coup. Presenters will define experiential marketing and discuss how to plan and execute a PR stunt, consumer product launch, mobile marketing tour, sponsorship activation program or a guerrilla campaign – events that the media will love and consumers will remember and share via social media. You will also learn the “who, what, where, when and why” of events, experiential marketing challenges, tips and best practices, event measurement and the latest technologies redefining the industry.

Social Media and Politics: To Tweet or Not to Tweet

Colleen Lemza, Assistant Professor of Public Relations SUNY Plattsburgh

While many buzzed that social media won the White House, a pivotal congressional race in rural northern NY proved that, while popular, social media may not yet be the one-size-fits-all answer for all political campaigns. As the benefits of social media fill the pages of trade publications, we as PR professionals must focus on the basics of knowing our audience, no matter what the latest trend. This interactive session will provide you with a thoughtful and revealing look at how political campaigns are shaped by social media and strategies for using social media to benefit your own public relations and political campaigns.

****2010 Conference BONUSES:****

Connecting, Collaborating, and Creativity

Jan Sokoloff Harness, APR, Chief Creative Instigator Sokoloff Harness Communications LLC

This session was designed specifically for the 2010 Northeast District Conference, its concept sparked by the conference theme. Jan Sokoloff Harness has conceived an open creativity space where you can stop by anytime to connect and collaborate. Activities in the room will include creativity props and quick brainstorming sessions for anyone looking for fresh input on career and other business topics.


In partnership with Market Block Books, Troy, N.Y.

Browse the latest titles from industry standards to bestsellers.  This is the perfect opportunity to pick up one of the conference presenters’ books and have it signed.   A portion of the proceeds from conference sales will be donated to PRSA Capital Region Chapter.