Social media is often approached as a separate discipline than traditional public relations and marketing. However, while effectively engaging in social media requires a shift in strategy, it shouldn't be considered in isolation from the strategic communications or marketing plan. This seminar is designed to give participants what they need to start incorporating social media into their public relations and marketing plans today.

Individuals attending will learn a three-step process that will allow them to include social media tactics as they research, plan, implement and measure their overall communication strategy. They will also learn how to appropriately engage online communities and create programs that are designed to find the alignment between organizational and constituent goals.

Participants will:
• Learn to incorporate social media into their overall strategic communications plans
• Leave with resources to start engaging in social media immediately
• Have a clear understanding of how to measure success

Kami Watson Huyse, APR, writes an award-winning blog, Communication Overtones, on the topic of public relations and social media strategy. She is a senior communicator with nearly 15 years of experience in crisis communication, reputation management, focus group research and media relations. Her ideas and work is featured in several books about social media including The New Rules of Marketing and PR, and Now is Gone. She is also a contributor to the MARCOM and PRSA Byline blogs. As a media relations specialist she has garnered coverage for her clients in media outlets such as the "Washington Post," the "Wall Street Journal," the "CBS Early Show" and the "San Antonio Express News," among others.

Moderator:
Vincent Crosbie, Adjunct Professor, S.I. Newhouse School of Public Communications, Syracuse University

Speakers:
Rosa Gatti, Senior Vice President, Corporate Communications and Outreach, ESPN, Inc.
Shirley Powell, Senior Vice President, Corporate Communications, Turner Broadcasting System, Inc.
D'Arcy Rudnay, Senior Vice President of Corporate Communications, Comcast Corporation

Part II: Leveraging New Media to Reach Your PR Goals
MS&L for the second consecutive year won PR Week's best use of Internet/New Media award. Hass is extremely passionate about digital communications opportunities and he will tell you why!

Mark Hass, Global CEO, Manning Selvage & Lee (MS&L)

Taking that Next Step as a Communications Executive (Part 1)
Having made it into senior management (or on the way) how does your role as a communications executive change as you take on more responsibility for company functions in addition to overseeing the communications function.  These executives will take a look at their involvement in functional management and the evolving role of the executive.  This session will examine the following issues:
a.         Product Mix Management
b.         The Challenges and Opportunities of Investor Relations
c.         Corporate Responsibility in the Community
d.         Corporate Responsibility and the Environment

Moderator: 
Patricia Andrews-Keenan, Vice President, Communications and Community Affairs, The Nielsen Company

Speakers:
Alex Dudley, Vice President, Public Relations, Time Warner Cable
Melissa Drake, Director, Corporate Responsibility & Public Affairs, MTV Networks
Alex Swan, Director, Global Media Relations, ARRIS Group                                      

Selling the Brand Internally
Internal leaders, external partners and employees are paid, in part, to be our brand ambassadors – but how do you really inspire the internal troops to not just work with you, but to be advocates on your behalf? Who does it well, what are the challenges, and how do you navigate confusing internal changes and paradoxes? Come discover the keys to achieving brand affinity with your closest audiences, using it to get a leg up on the competition and retaining the resulting goodwill to use when you need it most!

Moderator: 
LaRae Marsik, Partner, October Strategies, Inc.

Speakers:
Pam Euler Halling, Senior Vice President, Brand, Insight Communications
Kiera G. Hynninen, Senior Vice President, Marketing & Media Strategy, National Geographic Channel
Cathy Kuo, Chief Marketing Officer, WOW! Internet - Cable – Phone
Anita Tobias, Bloomberg Television

In a Fragmented Media World, Running Successful Publicity
Programs
With the broad array of the media choices available to communications executive how do we make an impact and drive the message home?  Learn from some of the best in our industry how they leverage both electronic and old media to meet their publicity objectives and needs.

Moderator:                                   Paul Sweeting, Editor-at-Large, Content Agenda

Speakers:
Theano Apostolou, Vice President of Publicity, Talent Relations and Promotional Events, AMC
Eric Becker, Executive Director, Corporate Communications, Starz Entertainment
Chris LaPlaca, Senior Vice President, Communications, ESPN, Inc.
Jim Maiella, Vice President of Media Relations, Cable & Communications, Cablevision Systems Corp.
Robin Scullin, Director, Programmer & Media Relations, Cable in the Classroom

ACCess the Power of Beacon Awards to Transform Communications and Public Affairs Campaigns
Beacon Award Winning Initiatives.  Hear case studies of successful communications and public affairs campaigns from Beacon Award winners.  The panel will provide overviews of winning projects and map specific strategies that made the Beacon programs win/win propositions for community and company. 

Moderator: 
Peggy Ballard, Senior Director, Service Provider Marketing, Cisco Systems, Inc.

Speakers:
Amy Cohn, Executive Director, Public Affairs, Cox Communications, Inc.
Teresa A. Lee, Vice President, Communications and Public Affairs, Comcast
Brian Peterson, Director, Corporate Communications, Fox Cable Networks
Stacy Schmitt, Vice President, Public Affairs & Government Relations,   Time Warner Cable, – Central Texas Division

Coast to Coast Industry issues Impacting on the State & Local Fronts
Key issues that communicators will need to concentrate on impacting on both the community and state level. An update of how states are addressing franchising issues in states with updated state franchising laws.

Moderator:
Rick Cimerman, Vice President State Government Affairs, NCTA

The Power of PR: How it Can Drive Ad Sales and RGUs
Industry executives will relate how integrated communications programs and have a money making impact for your colleagues selling advertising as well as generating new system product sales.

Moderator:
Vicki Lins, Senior Vice President, Marketing & Communications, Comcast Spotlight

Speakers:
Susie Black, Vice President, Faiss Foley Warren Public Relations
Elizabeth Boyuk, Manager of Community Partnerships, Time Warner Cable
Christopher Jones, Vice President, Corporate Communications and Administration, Cabletelevision Advertising Bureau
Ray Purser, Vice President, Public Relations, Comcast Cable – Houston Region
Josh Rosenzweig, Vice President Corporate Communications & Marketing, here! Networks

Your next Community Relations Crisis Maybe Just Around the Corner
Stuff happens every day that is completely outside of your control. However when it boils over into a crisis, you need to properly react to save the day. Executives who have successfully managed a crisis within their companies will relate their experiences, including what when right and what went wrong, and what in hind sight they would have rather done. Come and learn the dos and don'ts because the next time it may be you!

Moderator: 
Larry Dunn, Publisher, MultiChannel News

Speakers:
Pete Abel, Vice President, Corporate Communications, Community & Government Relations, Suddenlink Communications
Sara Brady, Vice President, Public Affairs and Community Relations, Bright House Networks, Central Florida
Brad Grundmeyer, Manager of Public and Government Relations, Cox Communications-New Orleans
Craig Watson, Vice President of Communications, Charter Communications, Inc.

Part I: Cable Industry Outlook
Sponsored by: WE tv
Kyle McSlarrow, President & CEO, NCTA

Cable's top public policy executive will review the legislative and regulatory landscape and identify top priorities for cable communicators in the months ahead. 

Moderator: 
Stephen R. Effros, President, Effros Communications

Speakers:
Jim Fraenkel, Executive Producer and Vice President, MTV News
Susan Gonzales, Vice President, Comcast Foundation, Comcast Corporation
Jennifer Martin, Director of Public Relations, CNN
Steve Scully, Senior Executive Producer & Political Editor, C-SPAN

What's Hot and What's Not with Federal Policy and at the FCC
Panel of NCTA senior staff, FCC staff and others to review current issues impacting the cable and telecommunications industry and the outlook for the future.

Moderators:
Frank Lloyd, Partner, Mintz Levin Cohn Ferris Glovsky & Popeo, PC
Diane Burstein, Vice President & Deputy General Counsel, NCTA

Speakers:
Rick Chessen, Chair, DTV Task Force, Federal Communications Commission
Cristina Pauzé, Legal Advisor, Media, Office of Commissioner Robert M. McDowell, Federal Communications Commission, Federal Communications Commission

Moderator:
David Pierce, Vice President, Public Affairs, NCTA

Speakers:
Shermaze Ingram, Director of Media Relations, DTV Transition, National Association of Broadcasters
Doug Levin, Senior Director, Education Policy, Cable in the Classroom
David Pugliese, Vice President, Product Marketing, Cox Communications, Inc.
Bob Schwartz, Counsel, Consumer Electronics Retailers Coalition
Tony Wilhem, Director of Consumer Education and Public Information, National Telecommunications and Information Administration (NTIA), Department of Commerce

Moderator:
Stewart Schley, Senior Director, Communications Intelligence, One Touch Intelligence

Speakers:
Ellen Kroner, Senior Vice President, Corporate Communications and Marketing, Rainbow Media Holdings, LLC
Terri Thompson, Senior Vice President, Executive Search,
Carlsen Resources, Inc.
Lenore Washington-Graham, Vice President, Strategic Resourcing Scripps Networks

Master of Ceremony:
Paul Mercurio
Sponsored by: Comedy Central

• Learn about new Cable in the Classroom tools and resources to help you meet your goals;
• Preview the new video (available for VOD), Cable in the Classroom: A Teacher's Story, featuring Missouri history teacher
  Eric Langhorst;
• Demo the newly refreshed eLECTIONS broadband game: "eLECTIONS Your Adventure in Politics 2008;" and Get an update on CIC's media literacy and Internet Safety resources and discuss best practices for education outreach in your
  communities.