Virtual Event | NCPRSA Strategic Communications + Marcom Conference

 

November 4, 9:00 am–1:00 pm | November 5, 8:45 am–1:00 pm

  • One price for eight hours of programming that includes both half days of this conference.
  • NCPRSA Members: $85 | Guests: $110 | Students: $25
  • All students get an optional and free resume review by a PR and communications professional. Submit your resume during registration to get feedback that will help make your resume stand out in front of industry recruiters.
  • NOTE: Attendance at the 2021 Strategic Communications + Marcom Conference can be used toward the maintenance of APR credentials.
  • #NcprsaConf21

Keynotes


Kristina Brunelle, Head of Global Diversity, Equity, & Inclusion, RTI International

Developing Your Secret Superpowers of Equity & Inclusion

The keepers of communication have more influence than almost anyone else. Join Kristina Brunelle, Head of Global Equity, Diversity, Inclusion & Belonging at RTI International in this interactive keynote session that will help you develop your equity and inclusion superpowers. Through real-life examples and engaging breakouts related to imagery, language, and brand management, you will learn how to wield your powers for good, to promote a world where everyone can feel they belong.

 

 

 

 

 


Gregory Galant, Co-founder and CEO, Muck Rack & The Shorty Awards

State of the Industry

Muck Rack conducts the State of PR and State of Journalism surveys annually. Join us for a State of the Industry presentation on key takeaways from the 2021 editions of each. Learn how PR pros and journalists responded to questions about the impact of the COVID-19 pandemic, pitch preferences, and the future of the industry.

 

 

 

 

This virtual, two half-day program on November 4th and 5th will feature five sessions per day with national and regional industry executives from strategic communication, marketing and PR fields.

A keynote speaker will kick off each day with an interactive talk to inspire and empower attendees. The program will consist of consecutive speakers who will share new perspectives, case studies, and trends that are central to our work as professional communicators.

Why now?

The past 18 months have solidified the significant health, safety, and business roles that corporate communicators, freelance PR, and marketers play in organizations and agencies in our region and worldwide.

What you will learn

The conference sessions are designed to educate, inform, inspire and elevate the outcomes of our respective communications and marketing roles. You will hear new perspectives, learn about new trends in our industry and engage with speakers through Q&A and online networking. You will be able to immediately apply these ideas and strategic approaches to your professional work.

The NCPRSA Strategic Communications and Marcom Conference will feature two half-days of communications-focused content for PR, marketing and corporate communicators that will include: artificial intelligence, misinformation, DEI, virtual reality, audio storytelling, and more.

And while we cannot meet in person, the conference will provide opportunities to connect virtually with strategic communication, marketing, and freelance professionals in our region.


Agenda

Day 1 | Thursday, November 4, 2021

Keynote: State of the Industry

  • Gregory Galant, Co-Founder and CEO of Muck Rack & the Shorty Awards

Muck Rack conducts the State of PR and State of Journalism surveys annually. Join us for a State of the Industry presentation on key takeaways from the 2021 editions of each. Learn how PR pros and journalists responded to questions about the impact of the COVID-19 pandemic, pitch preferences, and the future of the industry.

Listen, Do You Hear That? It’s Audio Changing How We Do Our Jobs

  • Gene Gates, a sought-after consultant for branding and podcasting and Julie Gates, Director of Communications and Policy for Transloc

Audio is changing the way we do communications, marketing, public relations, and branding. Smart speakers, on-demand audio and AI are changing the way we do our jobs. Do you need a podcast? What about a Clubhouse account? Spoken word storytelling is rapidly growing, and this session is a critical overview of how audio must be a part of any comprehensive communications strategy.

 

Cybersecurity, Misinformation and Fake News: What Communicators Need to Know

  • Priya Gandhi, Director Product Management + Software Engineering Cyber Security at Fidelity Investments and Alexandra M. Merceron, Lecturer in Strategic Communication at Columbia University School of Professional Studies

This session will explore the misinformation crisis from a cybersecurity and communications standpoint. Priya Gandhi will share how to recognize fake news and the progress within cybersecurity to identify and limit the exposure given to such posts. Alexandra M. Merceron will then present recent academic research on misinformation, public relations strategies for helping clients overcome it and the role of PR practitioners in defending the truth.

 

Inclusive Communications with Integrated Technology

  • Paul Jones, Manager of Organizational Engagement at Butterball

This session will feature a case study of internal communications challenges and how the Butterball team designed an internal communication platform for inclusion. Paul Jones will share the team’s journey to modernize communications at Butterball by targeting the right information, to the right team members, at the right time, in their preferred language. The solution gives all team members access to information that impacts their daily lives; promotes employee self-service; provides valuable analytics into the efficacy of communication content, methods and genres; and builds Butterball’s Talent Brand by enhancing the team member experience.

 

Diversifying the PR Profession: Opportunities Today to Create More Equity, Inclusion and Innovation

  • Crystal Borde, Vice President and Diversity, Equity and Inclusion Practice Lead at Vanguard Communications

This session will share opportunities for PR professionals and organizations to implement that can diversify the profession today and create workforces with more representation, equity, inclusion and innovation throughout the industry.

Day 2 | Friday November 5, 2021

Keynote: Developing Your Secret Superpowers of Equity & Inclusion

  • Kristina Brunelle
  • Head of Global Diversity, Equity, & Inclusion
  • RTI International

The keepers of communication have more influence than almost anyone else. Join Kristina Brunelle, Head of Global Equity, Diversity, Inclusion & Belonging at RTI International in this interactive keynote session that will help you develop your equity and inclusion superpowers. Through real-life examples and engaging breakouts related to imagery, language, and brand management, you will learn how to wield your powers for good, to promote a world where everyone can feel they belong.

 

Artificial Intelligence: The Impact on Communications Strategies

  • Maggie Mae Armstrong, marketing content director – AI applications at IBM
  • Alexandra M. Merceron, lecturer in strategic communications at Columbia University School of Professional Studies

This session will answer the question, ‘What does AI really mean and how do people and businesses really use it?’ Learn from examples and demonstrations of AI in action today across different industries. You’ll come away understanding how AI and IoT are driving innovation and changing the way we operate as a global and social economy. Moreover, you will learn about recent trends in AI innovation that every PR practitioner should know and how these developments are rapidly impacting the public relations and strategic communications industry.

 

The Age of Influencers: Who They Are and How to Leverage Them in PR

  • Stephanie Styons, SVP at Racepoint Global
  • Katie Baleno, senior account executive at Racepoint Global

Is it worth investing time, money and effort in influencer marketing programs? Let’s talk about that. In this session we will discuss influencers — how to identify the right one, establish a relationship that works, and best leverage an influencer for an organization.

 

Business for Good: Crafting a CSR Strategy that Builds Public Trust and Boosts Community Impacts 

  • Amber Smith, executive director of Activate Good
  • Varsha Chawla, Board Advisor, Slope Software and Board Member, Activate Good

Through this interactive presentation and discussion, participants will get a practical overview of how to lead Corporate Social Responsibility and employee volunteer initiatives that both deepen community impacts and build brand trust and credibility, too! Participants will hear from Activate Good — a nonprofit that partners with over 100 businesses in the Triangle region, NC to facilitate high-impact volunteer service and community projects — to hear the latest research on social responsibility and learn practical steps to build initiatives that benefit business and community.

 

Digital Realities: How Brands are Getting Real with Virtual, Augmented and XR

  • David Hamilton, Senior Communications Manager, North America, Lenovo
  • Brett A. McCall, founder and CEO, Better Than Unicorns
  • Mack Garrison, founder, DASH

Learn how brands are using cutting-edge visual technologies to tell stories, share perspectives and move people to act. From racial equality to health care and digital literacy, hear how stories of impact are being told through VR, AR and XR.