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Conference Program Final

The document provides information about the PRSSA 2016 Southeastern Regional Conference hosted by The University of Alabama from January 28-30, 2016 in Tuscaloosa, Alabama. The conference aims to help students dive deeper into the PR industry beyond typical topics by offering sessions on personal branding, international PR, entrepreneurship using PR skills, and insights from PR professionals with over 50 years of combined experience. The document provides details on location addresses, hotel information, parking, dress code, chapter roll call, etiquette, safety, and photography notice for attendees of the conference.

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PRSSA 2016 Southeastern Regional Conference Program Hosted by The University of Alabama in Tuscaloosa,Alabama January 28 - 30,2016 www.uaprssa.org/regional-conference Welcome to
2 Title Town Level Betsy Plank Level Coach Saban Level Special thanks to: • Tony Harper • University of Alabama Honors College • Paul W.Bryant Museum • The University of Alabama Supe Store Special Thank You to Our 2016 Southeastern Regional Conference Sponsors
3 PRSSA 2016 Southeastern Regional Conference Program Letters from the Leaders A Letter from The University of Alabama PRSSA President Hello and WELCOME to Tuscaloosa, We are so excited that you have chosen to attendThe University of Alabama’s InnovatingTradition: Diving Deeper into PR conference.Attending conferences is a great investment into your future career.Congratulations on taking this giant step! The PR industry is forever changing,and therefore as an aspiring young professional,it is important to absorb as much knowledge as you can. Today, you are doing just that. Good job! Give yourself a pat on the back. Lucky for you, we have some of the best professionals in the public relations industry here to share everything they know.These professionals are so unbelievably passionate about their careers,that not only will they share their experiences with you, but they are also ecstatic to help you. Each of the speakers has an original perspective on the industry and will give you advice that will aid you in your job search and your future career. So get your padfolio and Twitter accounts ready, because you’re in for a PR treat. Thethemeof ourconferenceis“InnovatingTradition:DivingDeeperintoPR.”Withthisthemewearehopingtogobeyondthetypicalconference topics.Our goal is to have a session that speaks to each of you.We have sessions for sports-enthusiasts,international gurus and agency lovers. This conference is your “starter-kit” to being a successful public relations professional,regardless of the sector you decide to pursue. Our Regional Conference Committee has worked extremely hard to ensure that this conference gives you the confidence and knowledge to enter into your professional career.The members of our committee are here to make sure you have a safe and flawless visit. We hope that we exceed your expectations and that you have an incredible time here in Tuscaloosa. All the best and Roll Tide, Lindsey Young UA PRSSA President
4 Letters from the Leaders A Letter from the PRSSA 2016 Southeastern Regional Conference Coordinator Dear Conference Attendee: Welcome to The University of Alabama’s Public Relations Student Society of America Second Southeastern Conference, Innovating Tradition: Diving Deeper into PR.The University of Alabama’s PRSSA chapter is so excited to have you here in Tuscaloosa! As a student in today’s PR field, we’re constantly perfecting how to write job worthy resumes and news releases, whilst sharpening every other writing and communication skill we can. Yes, these skills are of great importance and quite necessary for us today, but when are we going to learn more about how to personally brand ourselves and what it’s like to work internationally? Or who will be the one to break down the truths of working in PR and how one can use it to enter into entrepreneurship? That answer is here. Innovating Tradition: Diving Deeper into PR is designed to help students and professionals dive deeper into the profession of PR by going past the traditional lessons to discover the PR industry on a more modern,deeper level. Over the next two days you will hear from some of the industry’s most knowledgeable leaders with over 50 years of experience from careers all over the nation — including Scripps Network, ESPN, Edelman, McDonald’s and Southwest Airlines — on topics that’ll not only take us beyond the classroom but develop us into more successful practitioners. AsThePlankCenterforLeadershipinPublicRelationsislocatedatUA,theconferencewillincorporatemanyof itsfoundationalideals,including leadership,ethics and professional development.We are excited to have 10 of the members fromThe Plank Center’s board committed to lead sessions and help students dive deeper into PR. Lastly,I want to give a massive thank you to every hand and heart that has been in the foreground and background of planning this conference. Because of everyone’s great determination and unrelenting work efforts,we are delighted to present this conference to you with the greatest of hope for your professional growth.Aspecial thank you to our very own members for their great willingness and to PRSSANational’sJenn Shafer for the unparalleled wisdom and guidance you have extended our way. So prepare to join us in reaching the capstone of success this weekend as we dive deeper into PR.May we carry what we learn throughout the weekend into our careers and live as Betsy Plank said,“Public relations people must be eternal students.” Roll Tide, Jada Culver UA PRSSA 2016 Regional Conference Coordinator ´ ´
5 PRSSA 2016 Southeastern Regional Conference Program Welcome to Tuscaloosa We are thrilled to welcome you to the PRSSA 2016 Southeastern Regional Conference and Tuscaloosa, a city of historical significance and modern movement. Tuscaloosa’s history began with various Indian tribes who settled along the Black Warrior River. Chief Tascalusa,famous for leading the Battle of Mabila against the Spanish conquistador Hernando de Soto, became the namesake for the city. His name,derived from the Choctaw words “taska” and “losa,” means “Black Warrior.”Tuscaloosa’s history also includes serving as Alabama’s capital city from 1826 to 1846. Known as the regional center of commerce and education for WestAlabama,Tuscaloosa has been named one of the “Best Places to Launch a Small Business,” the “Most Liveable City in America,” and one of America’s “100 Best Communities for YoungPeople.”Thesetitlescomeasnosurpriseduetohousingthewell-knownUniversityofAlabama(UA).Inturn,PRWeek Magazine ranked UA’s Communication and Information Sciences as one of the top five programs in the country six times. Tuscaloosa’s influence on the public relations industry does not stop there though. The city embraces the legacy of Betsy Plank, UA graduate and the First Lady of Public Relations. Established in her honor on UA’s campus,The Plank Center for Leadership in Public Relations focuses on advancing the ethical practice of PR.With all of the opportunitiesTuscaloosa has to offer,The University of Alabama rightfully hosts the Southeastern Regional Conference. Beneath the surface of UA and its success in sports, “Title Town” has much more to offer than several handfuls of national championship trophies. Home to college residents and the adult generation, the city reflects a unique experience. It successfullybalancestherichheritageofAntebellumhomesandlandmarkestablishmentswiththeprogressivemovement of change while keeping an eye on the future. During your stay inTuscaloosa,we hope you take the time to explore the unique town,discover the opportunities awaiting you,and find your own glory in the “City of Champions.” Roll Tide! Information gathered from: City of Tuscaloosa,Tuscaloosa County Industrial Development Authority and Tuscaloosa County Preservation Society
6 CONFERENCE LOCATION ADDRESSES Thursday Networking Mixer Location: Glory Bound 2325 University Blvd Tuscaloosa,AL 35401 Friday Dinner Location: Bryant Conference Center 240 Paul W.Bryant Drive Tuscaloosa,AL 35487 Friday Conference Location: Bryant Conference Center 240 Paul W.Bryant Drive Tuscaloosa,AL 35487 Saturday Conference Location: Ferguson Student Center- Ferguson Theatre 751 Campus Drive Tuscaloosa,AL 35404 PRSSA 2016 Southeastern Regional Conference Information HOTEL INFORMATION For a special conference rate, attendees may stay at the following hotel locations: Home2 Suites by Hilton Tuscaloosa Downtown 2610 University Boulevard Tuscaloosa,AL 35401 Hampton Inn Tuscaloosa-University 600 Harper Lee Drive Tuscaloosa,AL 35404 Check-in: 3 p.m. Check-out: Noon THURSDAY PARKING TherearetwohourparkingspotslocatedaroundthedowntownareaandthereisalsofreeparkingattheIntermodalParkingDeckFacility,which is behind City Hall. FRIDAY PARKING At check-in attendees received a paper voucher that they should put on the inside windshield of their car,which will allow access to the Moody Hall and new law school lot during Friday’s sessions . If you did not receive one, please find the nearest conference coordinator wearing a red stickerontheirnamebadgeandtheywillassistyou.OnSaturday,parkingwillbefreeinboththeFergusonParkingDeckandthecorresponding lot across the street. WARDROBE Attendeesshoulddressinbusinessprofessionalattireforallof PRSSA2016SoutheasternRegionalConferencesessionsonFridayandSaturday. The Networking Mixer on Thursday is business casual. CHAPTER ROLL CALL GetcreativeattheFridaymorningChapterRollCall!Whenyourschoolgetscalled,haveashortchant,cheerorsongpreparedthatletseveryone know your chapter is present.Have fun,make it unique and please remember to keep it under 30 seconds in length. ETIQUETTE The PRSSA 2016 Southeastern Regional Conference is a professional event and all attendees are expected to represent themselves and their schools in a professional manner.Please dress appropriately and limit alcohol consumption as necessary at Thursday’s mixer event.
7 PRSSA 2016 Southeastern Regional Conference Program SAFETY - Keep your valuables in a safe place. - Establish the “buddy system.” Since Conference sessions will be held in different locations, be sure to have clear communication with others of where you are at all times. - Stay alert to what’s going on around you.Avoid potential harmful and dangerous situations. - Keep your phone on you at all times. PHOTOGRAPHY NOTICE Please be aware that by participating in PRSSA’s public forum, “The PRSSA 2016 Southeastern Regional Conference,” you are automatically authorizing the Public Relations Society of America (hereafter “PRSA”) and the Public Relations Student Society of America (hereafter “PRSSA”) and its employees, agents and assigns to use your name, photograph, voice or other likeness for purposes related to the mission of PRSA and PRSSA, including but not limited to publicity, marketing, websites, other electronic forms or media, and promotion of PRSA, PRSSA and its various programs. REGISTRATION DESK At the Bryant Conference Center, you can find the registration desk in the main lobby to help provide all the necessary materials needed for Conference. This is where you will receive your Conference program, name badge and all the information you need during your stay in Tuscaloosa.Feel free to ask questions here throughout the Conference. DOWNLOAD THE APP Yes,there is an app for conference! Don’t forget to download the Guidebook App and then search the passphrase UARegionalConf.Then,click on the PRSSA 2016 Southeastern Regional Conference logo for convenient access to the schedule,speakers and much more! TWITTER Throughout conference,be sure to share what you learn! #InnovatingTradition @UARegionalConf “The PRSSA 2016 Southeastern Regional Conference will help students understand the PR industry on a more modern, deeper level, innovating the lessons learned at traditional conferences.” Information Continued
8 3 - 6 p.m.Check-In Hotel 6:30 - 8:30 p.m.Networking Mixer at Glory Bound Restaurant Enjoy continental breakfast at your hotel 8:30 - 9:30 a.m.W E L C O M E,Sellers Auditorium Registration,Roll Call,National Committee Intro and Update 9:30 - 10:30 a.m.Keynote Presentation,Sellers Auditorium 10:40 - 11:30 a.m.Breakout Session 1A: Investigation: Under the Magnifying Glass,Sellers Auditorium 1B: New History,More Women & Evolving Ethics in PR,Birmingham/Central Room 11:40 - 12:30 p.m.Breakout Session 2A: Pack Your Strategy: The Truth About International PR,Sellers Auditorium 2B: Pitch Perfect(ly),Birmingham/Central Room 12:45 - 2 p.m.Lunch & Learn: Fact or Fiction Panel,Sellers Auditorium 2:10 - 3 p.m.Breakout Session 3A: Step Up: Leadership in Public Relations,Sellers Auditorium 3B: Me,Myself and I: Innovating Your Personal Brand,Birmingham/Central Room 3:10 - 4 p.m.Breakout Session 4A: Keep it Real: Maintaining Corporate Brands,Sellers Auditorium 4B: Started from the Bottom,Now We’re Here: Entrepreneurship,Birmingham/Central Room 4 - 5 p.m.Networking Event 6:30 - 8:30 p.m.Formal Dinner at Bryant Conference Center,Sellers Auditorium 8:30 p.m.“Best of Tuscaloosa” 8:30 a.m.Enjoy continental breakfast at your hotel 9 - 9:50 a.m.“Diving in and Finding Your Niche” 10 - 10:30 a.m.Panel: YoPros 10:30 - 11:30 a.m.Keynote Presentation 11:30 a.m.Closing Session Noon: Career Fair,The Ferguson Student Center - Great Hall Schedule At-A-Glance THURSDAY, JANUARY 28 FRIDAY, JANUARY 29 Bryant Conference Center SATURDAY, JANUARY 30 The Ferguson Student Center - Ferguson Theatre PRSSA 2016 Southeastern Regional Conference Program
9 PRSSA 2016 Southeastern Regional Conference Program 3 - 6 p.m.Check-In Hotel 6:30 - 8:30 p.m.Networking Mixer at Glory Bound Restaurant Welcome to Tuscaloosa! Network and get to know aspiring public relations students and professionals at one of downtown Tuscaloosa’s most popular restaurants.Don’t be afraid to introduce yourself in this fun environment. 9:30 - 10:30 a.m. Keynote Presentation, Sellers Auditorium Alicia Thompson,APR, General Manager of Edelman Atlanta Twitter: @Aliciart261 Alicia Thompson is considered one of the most well-rounded individuals in the PR realm. For over 20 years she has gained experience in creating and implementing marketing, corporate and crisis/issues management communications strategies and programs. After achieving a Bachelor of Arts in English and a Master of Arts in Speech Communications, she now serves as the general manager of Edelman’s Atlanta office, overseeing the work with many client programs. As the previous VP of the Corporate Communications & PR for Popeyes Louisiana Kitchen, a current member of The Plank Center board of advisers, a member of the Georgia Chapter of Public RelationsSocietyof America,andtheWomen’sFoodserviceForum,Mrs.Thompsonisanendlesssourceof insightintothemanyareasof public relations.Be sure to hear as she shares her story and offers tips for future PR professionals. 10:40 - 11:30 a.m. Breakout Session 1A: Investigation: Under the Magnifying Glass, Sellers Auditorium Dr. Bruce Berger, Ph.D., Dr. Kenon Brown, Ph.D., Fellow,The Plank Center, Research Director for The Plank Center Assistant Professor of Public Relations at The University of Alabama Twitter: @KenonABrown Research exists outside the laboratory,as Dr.Bruce Berger and Dr.Kenon Brown demonstrate.With 20 years of experience as a PR professional and an executive of companies including Whirlpool Corporation, Berger is a professor emeritus of the College of Communication and InformationSciencesatTheUniversityofAlabamaandfoundingdirectorandresearchdirectorofThePlankCenter.Heledateamof researchers in a cross-cultural study of leadership in public relations and communication management conducted by the Center. Brown worked for eight years in restaurant management and marketing and is currently an assistant professor of public relations at The University of Alabama. His research interests lie in image and reputation management,as well as emergency and public safety crisis response.Join the session to find out more about the role research plays in PR. 9 Conference Schedule THURSDAY,JANUARY 28 FRIDAY,JANUARY 29
10 10:40-11:30a.m.BreakoutSession1B:NewHistory,MoreWomen&EvolvingEthicsinPR,Birmingham/Central Room Dr. Karla K. Gower, Ph.D., Director of The Plank Center Twitter: @kkgower Mahatma Gandhi says, “If we are to make progress, we must not repeat history but make new history...” With their extensive research in PR history, Dr. Karla Gower and Dr. Meg Lamme are forging new paths in the PR world. Gower is director of The Plank Center, Behringer Distinguished Professor of the College of Communication and Information Sciences atThe University of Alabama,former lawyer,and author of publications exploring the legal and ethical aspects of PR. Lamme is a professor of the College of Communication and Information Sciences at The University of Alabama, editor of several different PR and social issue journals, and has 15+ years of experience in all sectors of PR. Her research interests include the influence of social reform, religion and women on the development of the field. Listen while they share more about the relationship between ethical and social issues and the PR world. 11:40 a.m. - 12:30 p.m. Breakout Session 2A: Pack Your Strategy: The Truth About International PR, Sellers Auditorium Patrick Ford, Worldwide Vice Chair & Chief Client Officer at Burson-Marsteller Twitter: @fordpat Cultivating international relationships is increasingly important in this age of globalization.As the worldwide vice chair and chief client officer at Burson-Marsteller, to say that Patrick Ford is well qualified is an understatement. Previously, he served as president and CEO at Burson- Marsteller U.S., vice president for public affairs at the American Enterprise Institute for Public Policy Research in Washington, D.C., and public affairs specialist at Wagner & Baroody, for which he managed the Media Operations Center at the 1984 Republican National Convention. If you’re interested in learning more about the ins and outs of international PR,then this is the session for you. 11:40 - 12:30 p.m. Breakout Session 2B: Pitch Perfect(ly), Birmingham/Central Room Julia Hood, Chief Content Officer at Haymarket Business Media Twitter: @julia-hood JuliaHoodisthechief contentofficerinthebusinessmediadivisionof HaymarketUSandtheglobalbranddirectorforPRWeekandCampaign. She has held numerous communications positions both nationally and in the U.K., such as executive administrator of the National Kidney Foundation and editor-in-chief of PRWeek.Be sure to take notes as she shares her tips on how to pitch perfectly. Dr. Meg Lamme, Ph.D.,APR, Fellow,The Plank Center, Professor of Public Relations at The University of Alabama Twitter: @molamme
11 PRSSA 2016 Southeastern Regional Conference Program 12:45 - 2 p.m. Lunch & Learn: Fact or Fiction Panel, Sellers Auditorium Bridget Coffing, who joined McDonald’s in 1985, became senior vice president of McDonald’s corporate relations in 2011. Prior to joining McDonald’s, she worked for GolinHarris, where she specialized in food and consumer marketing. T.R. Reid is former vice president of global communications at CHC Helicopter and previously held the same position in corporate communications for Dell in Asia-Pacific and Japan. In the course of his 28-year career in PR, he has also worked for Whirlpool Corporation and The Upjohn Company. Garland Stansell is chief communications officer at Children’s of Alabama, the third largest pediatric medical center in the U.S., and has 29 years of experience in PR. Prior to joining Children’s of Alabama,he served as vice president of public relations and development forAlabama Goodwill Industries and as assistant director of corporate communications for BancBoston Mortgage Corporation,Alabama Office. 2:10 - 3 p.m. Breakout Session 3A: Step Up: Leadership in Public Relations, Sellers Auditorium Rick White,Associate Vice Chancellor for Communications & Public Affairs at the University of North Carolina at Chapel Hill Rick White served as a squadron commander and public affairs officer in the U.S. Air Force before working for 40 years in organizations with high public profiles.His leadership and counsel have been sought by a variety of organizations across the energy industry. Join this session as White shares his expertise and prepare yourself to lead the next generation of great PR professionals. 2:10-3p.m.BreakoutSession3B:Me,Myself andI:InnovatingYourPersonalBrand,Birmingham/CentralRoom What do people perceive when they meet you? What do you add to the room? What do your social media sites say about you? These are the types of questions you may have come across when discussing personal branding. The idea of managing your personal brand can seem daunting at times, but don’t worry; we’ve got you covered! Join Jennifer Blackburn, senior account manager at AR|PR, as she provides helpful tips on polishing one’s personal brand. Bridget Coffing, Communications Consultant, and SVP and CCO Emeritus McDonald’s Corporation Worldwide Corporate Relations T.R. Reid, Former VP of Global Communications at CHC Helicopter Twitter: @georgetownreid Garland Stansell,APR, Chief Communications Officer at Children’s of Alabama Twitter: @GarlandStansell Jennifer Blackburn, Senior Account Manager at AR I PR Twitter: @SocialSaaSy
12 3:10 - 4 p.m. Breakout Session 4A: Keep it Real: Maintaining Corporate Brands, Sellers Auditorium In today’s world, brand reputation means everything. Brands will go to all limits to stay on good terms with their consumers. However, with a media-driven society, the task of maintaining a long-term brand is growing more and more challenging. Here to share personal experiences and tips on how to tackle this obstacle are Lori Crabtree and Millie Tidwill of Southwest Airlines, one of the prominent airlines in the U.S. and the world’s largest low-cost carrier. 3:10 - 4 p.m. Breakout Session 4B: Started from the Bottom, Now We’re Here: Entrepreneurship, Birmingham/ Central Room Rick Looser, President & COO of The Cirlot Agency Inc. Twitter: @RickLooser Rick Looser knows how to climb the public relations ladder to success! Starting out as a fellow University of Alabama student studying public relations, Looser now is one of the most decorated and successful men in the PR world. He has previous experience with many top player companies, including Northrop Grumman, Blue Cross/Blue Shield and Sherwin Williams. He is also a Gold Quill Award recipient. Join Mr. Looser as he shares his insight on how to successfully navigate entrepreneurship within the PR community. 4 - 5 p.m. Networking Event Networking is key and one of the greatest benefits at conference! Come enjoy an interactive networking event with several speakers, a Betsy Plank exhibit,a photo booth and much more. 6:30 - 8:30 p.m. Formal Dinner at Bryant Conference Center, Sellers Auditorium Gary McCormick,APR, Fellow PRSA, Director of Corporate Communications at Scripps Networks Interactive Twitter: @GaryMack865 Time to take a break and enjoy a formal dinner at the Bryant Conference Center.This event is a great place to network with peers and hear from Gary McCormick.As the director of corporate communications for Scripps Networks Interactive, Mr. McCormick works with many popular cable networks, including HGTV Network, The Food Network and DIY Network.Discover how to find the right job and the right company by using everything you’ve tried to avoid in dating. Millie Ritcher Tidwell, Senior Communications Specialist at Southwest Airlines Twitter: @millierich1 Lori Crabtree, Senior Communications Specialist at Southwest Airlines Twitter: @LoriLUVsTexas
13 PRSSA 2016 Southeastern Regional Conference Program 13 8:30 p.m. “Best of Tuscaloosa” Explore charming Tuscaloosa! Be sure to take a look at the Attraction Guide for ideas of places to go and things to see. 8:30 a.m. Enjoy continental breakfast at your hotel 9 - 9:50 a.m.“Diving in and FindingYour Niche,”The Ferguson Student Center - FergusonTheatre Ron Culp, Director of Graduate PR & Advertising Program at DePaul University Twitter: @Culpwrit We all know that in the fast-paced communications world it is important to find what drives you and keeps you excited about your work.Who better to direct you on your journey than Ron Culp,current director of the graduate PR & advertising program at DePaul University? Culp has worked in nearly every aspect of PR,including government,business-to-business,internal and external corporate communications,events and consumer products,since he began his career as a reporter for a small newspaper in Indiana.Don’t let fear hold you back; join us as Mr. Culp encourages you to dive into your future career and swim strong as you find your niche in the professional world. 10 - 10:30 a.m. Panel: YoPros,The Ferguson Student Center - Ferguson Theatre Have you ever wondered what the transition from college into the professional world is like? Or what you should be doing right now as you are completing your undergraduate degree? If so, this YoPro Panel is for you. Savannah Bass is an account manager at Peritus PR. She manages client accounts for various sectors,such as healthcare,fashion,industrial and food/beverage.Meg Burton works as a corporate communications coordinator at Brasfield & Gorrie. She also serves as the PRSA programs chair for the Alabama chapter. Siarra Swalve is an account coordinator at Porter Novelli.You won’t want to miss this panel of three stellar young professionals already making their marks in the PR world! Be sure to tweet during conference! #InnovatingTradition Savannah Bass, Account Manager at Peritus PR Twitter: @sav_bass Siarra Swalve, Account Coordinator at Porter Novelli Twitter: @SiarraLaRae Meg Burton,APR, Corporate Communications Coordinator at Brasfield & Gorrie Twitter: @megwburton SATURDAY,JANUARY 30
14 10:30 - 11:30 a.m. Keynote Presentation,The Ferguson Student Center - Ferguson Theatre Keri Potts, Senior Director of PR for College Sports at ESPN Twitter: @MsPotts_ESPN Listen to the best from ESPN! As senior director of public relations for college sports at ESPN,Keri Potts is an expert of everything PR on and off the field.She is responsible for coordinating and guiding the strategic communications efforts around all college sports events and studio content,including the SEC Network and the College Football Playoff.Whether or not your are a sports fanatic,this keynote will leave you feeling motivated as you plan for you future and feel confident at the same time. 11:30 a.m. Closing Session,The Ferguson Student Center - Ferguson Theatre Thank you for attending the 2016 Southeastern Regional Conference! Before you start networking at the career fair, stop to hear a brief recap and closing remarks to take with you as the Southeastern Regional Conference comes to an end. Noon: Career Fair,The Ferguson Student Center - Great Hall Bring your business cards,a firm handshake and a bright smile! Network and have insightful conversations from many of the speakers,PRSSA 2016 Southeastern Regional Conference sponsors, and other businesses around the region. Don’t miss this final opportunity before leaving Tuscaloosatointeractwithsomeof thebestpublicrelationsprofessionalsintheindustry.It’sawonderfulchanceformoreLinkedInconnections!
15 PRSSA 2016 Southeastern Regional Conference Program Bryant Conference Center Map
16 Ferguson Student Center Map Ferguson Theatre
17 PRSSA 2016 Southeastern Regional Conference Program RIVERWALK Get up and going! The Riverwalk provides 4.5 miles of paved trails in the beautiful areas that line the shore of the Black Warrior River. When you’re finished,stop for a picnic at one of the many tables or shelters at Manderson Landing.Bike,walk,run and enjoy. Park at various locations including Manderson Landing Park and the Tuscaloosa Amphitheater. ON-CAMPUS STUDENT ORGANIZATIONS Thursday: 7:30-9 p.m.Faculty Recital: Jennifer Mann,Bassoon at 140 Moody Music Hall.Tickets - $10 general,$3 student Friday: 11:30 a.m.-1 p.m.International Coffee Hour,121 BB Comer Hall.Enjoy free coffee,tea,snacks and conversation with friends from around the world. Saturday: 1:30-2:30 p.m.Student Recital: Aaron Levy,Percussion at 125 Moody Music Hall.Free admission. Saturday: 3:30-4:30 p.m.Student Recital: Nick Aguirre,Baritone at 140 Moody Music Hall.Free admission. BAMA LANES BOWLING ALLEY & BAR 520 15th St. Tuscaloosa,AL 35401 Phone: 205-759- 2302 Hours: Thursday: 5:00 p.m.- Midnight; Friday: 4:00 p.m.- 1:00 a.m.; Saturday: 11:00 a.m.- 1:00 a.m.; Sunday: Noon - 10:00 p.m. BAMATHEATRE Completed in 1938,the historic Bama Theatre hosts a variety of musicians,films and even pageants.Located in the heart of downtown Tuscaloosa,it’s the perfect place to get a taste of Alabama. 600 Greensboro Avenue Tuscaloosa,AL 35401 Phone: 205-758- 5195 COBB MOVIE THEATRE 4250 Old Greensboro Road Tuscaloosa,AL 35405 Movie Times: 205-248- 8248 TUSCALOOSA PUBLIC LIBRARY Address: 1801 Jack Warner Pkwy NE Tuscaloosa,AL 35401 Phone: 205-345-5820 Hours: Thursday: 9:00 a.m.- 9:00 p.m.; Friday: 12:00 - 5:00 p.m.; Saturday: 9:00 a.m.- 5:00 p.m.; Sunday: 2:00 - 6:00 p.m. SHOPPING Midtown Village 1800 McFarland Blvd.East Tuscaloosa,AL 35404 Shoppes at Legacy Park 1320 McFarland Blvd. Tuscaloosa,AL 35401 University Mall 1701 McFarland Boulevard East Tuscaloosa,AL 35404 CONVENIENCE STORES Rite Aid 521 University Blvd E Tuscaloosa,AL 35401 Phone: 205-758- 4423 CVS Pharmacy 1413 McFarland Blvd E Tuscaloosa,AL 35404 205-348- 0531 EMERGENCY SERVICES DCH Regional Medical Center 809 University Blvd.E. Tuscaloosa,AL 35401-2029 Phone: 205-759-7111 Visiting Tuscaloosa
18 Chicken Salad Chick Address: 1800 McFarland Blvd.E,Tuscaloosa, AL 35404 Phone: 205-462-3549  Kobe Japanese Steakhouse and Sushi Bar Address: 1800 McFarland Blvd.E,Tuscaloosa, AL 35404 Phone: 205-759-1400  Full Moon Bar-B-Que Address: 1434 McFarland Blvd.E,Tuscaloosa, AL 35404 Phone: 205-366-3555 Which Wich Address: 2128 University Blvd.Tuscaloosa,AL 35401 Phone: 205-764-1673  Iguana Grill Address: 1800 McFarland E,Tuscaloosa,AL 35404 Phone: 205-752-5895  Cypress Inn Restaurant Address: 501 Rice Mine Road N,Tuscaloosa, AL 35406 Phone: 205-345-6963  Mellow Mushroom Address: 2230 University Blvd,Tuscaloosa,AL 35401 Phone: 205-758-0112 Buffalo Phils Address: 1149 University Blvd,Tuscaloosa,AL 35401 Phone: 205-758-3318 DePalma’s Italian Cafe Address: 2300 University Blvd,Tuscaloosa,AL 35401 Phone: 205-759-1879 Restaurant Guide Chuy’s Address: 1320 McFarland Blvd E, Tuscaloosa,AL 35401 Phone: 205-349-4947 Moe’s Southwest Grill Address: 1130 University Blvd,Tuscaloosa, AL 35401 Phone: 205-523-0999 Moe’s Barbeque Address: 2101 University Blvd,Tuscaloosa, AL 35401 Phone: 205-752-3616 Longhorn Steakhouse Address: 1800 McFarland Blvd E #412, Tuscaloosa,AL 35404  Phone: 205-345-8244 Five Guys Burgers and Fries Address: 1800 McFarland Blvd,Tuscaloosa, AL 35404 Phone: 205-391-0575 Taziki’s Mediterranean Cafe Address: 1800 McFarland Blvd E, Tuscaloosa,AL 35401 Phone: 205-344-6444 Bob’s Victory Grille Address: 1800 McFarland Blvd E #218, Tuscaloosa,AL 35404 Phone: 205-561-3984 Jim N Nick’s Address: 305 21st Ave.Tuscaloosa,AL 35401 Phone: 205-469-2060 Taco Mama Address: 2104A University Blvd.Tuscaloosa, AL 35401 Phone: 205-409-8173 Sweet Home Food Bar Address: 2218 University Blvd.Suite A, Tuscaloosa,AL 35401 Phone: 205-764-9346 Chuck’s Fish Address: 508 Greensboro Ave.Tuscaloosa,AL 35401 Phone: 205-248-9370 Dreamland Barbecue Address: 5535 15th Ave E.Tuscaloosa,AL 35405 Phone: 205-758-8135 Newk’s Address: 205 University Blvd E.Tuscaloosa,AL 35401 Phone: 205-758-2455 Mugshots Address: 511 Greensboro Ave.Tuscaloosa,AL 35401 Phone: 205-391-0572 Another Broken Egg Cafe Address: 1650 Jack Warner Pkwy NE. Tuscaloosa,AL 35401 Phone: 205-750-2120 Five Address: 2324 6th St.Tuscaloosa,AL 35401 Phone: 205-345-6089
19 PRSSA 2016 Southeastern Regional Conference Program “This conference is going to be an amazing way to connect with other professionals and dive deeper into the industry.Incredible things happen when minds get together,and I know this conference will be no exception!” Sarah Augustinsky, Creative Coordinator “I’m honored to be a part of such an exciting event for our chapter and university.I cannot wait to learn from such a variety of PR pros and to expand my professional network.” Emily Clack,Website Coordinator “In PR,we are ‘eternal students.’ I can’t wait to see what I learn from all of our talented and accomplished speakers!” Bethany Corne, Sponsorship Coordinator “I’m excited about Regional Conference because this year I’m the Regional Conference Coordinator and I can’t wait to see all our our team’s hard work pay off! They’ve all done such a great job and the caliber of speakers is phenomenal!” Jada Culver, Regional Conference Coordinator “This weekend is going to be full of great perspective from some of our industry’s greats,and will honor Betsy Plank’s legacy in the best way.I’m so excited to have our region’s top PR students come together to learn more from our speakers and each other!” Sarah Dougherty, Special Events Coordinator “I’m looking forward to meeting the other attendees and professionals.The most valuable aspect of conferences like these is the opportunity to network with other industry hopefuls — and if you’re a student (or professional) who cares enough to participate in these extracurricular events,you’re a connection I definitely want to make.” Katie Gatti, Communication Coordinator “I am excited for Regional Conference because I believe it will get many students more involved in PRSSA — and hopefully PRSA in the future — by giving them a passion for not only the field of public relations,but also the organization that consistently educates its members so they are at the forefront of a constantly innovating field.” Kaitlin Goins, Media Relations Coordinator Meet the Conference Committee
20 “I’m excited to be a part of the Regional Conference team because I believe this will be a major building block for the future of the PR program at Alabama.” Cole Lanier, Registration Coordinator “I am so excited to provide Regional Conference attendees and speakers a glimpse of what charming Tuscaloosa has to offer. It’s going to be an inspiring,young professional development conference for all!” Olivia Ortiz, Hospitality Coordinator “It’s unbelievable what opportunities are in store for us at events like the Southeast Regional Conference. Not only do you get to meet other students pursuing the same dream,but you also get the chance to have a personal discussion with professionals on the ‘dos and don’ts’ of this industry! The conference cannot get here fast enough!” Brittany Ray, Social Media Coordinator “It’s such a great opportunity to to be able to host the Regional Conference and I’m so excited to have students here from across the Southeast! We have incredible opportunities lined up and speakers from all over the country.Let the countdown begin!” Taylor Shelnutt, Programming Coordinator “As the Regional Conference Outreach Chair,I am able to connect The University of Alabama’s PRSSA chapter with neighboring colleges and even local high schools while developing a strong sense of community as well as furthering students’ interest in public relations and other communication outlets.” Kennedy Studdard, Outreach Coordinator “The planning committee has been working really hard to make Regional Conference amazing and I can’t wait to see all our hard work pay off!” Katrina Swarthout, Logistics Coordinator “I can’t wait for Innovating Traditions this year. I am excited to see students come from across the country to explore the ins and outs of PR together.I can’t wait to see the opportunities and knowledge that students will gain in just three days!”  Lindsey Young, Promotions Coordinator Special thanks to our chapter advisers Tracy Sims and Teri Henley!

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Conference Program Final

  • 1.
    PRSSA 2016 SoutheasternRegional Conference Program Hosted by The University of Alabama in Tuscaloosa,Alabama January 28 - 30,2016 www.uaprssa.org/regional-conference Welcome to
  • 2.
    2 Title Town Level Betsy PlankLevel Coach Saban Level Special thanks to: • Tony Harper • University of Alabama Honors College • Paul W.Bryant Museum • The University of Alabama Supe Store Special Thank You to Our 2016 Southeastern Regional Conference Sponsors
  • 3.
    3 PRSSA 2016 SoutheasternRegional Conference Program Letters from the Leaders A Letter from The University of Alabama PRSSA President Hello and WELCOME to Tuscaloosa, We are so excited that you have chosen to attendThe University of Alabama’s InnovatingTradition: Diving Deeper into PR conference.Attending conferences is a great investment into your future career.Congratulations on taking this giant step! The PR industry is forever changing,and therefore as an aspiring young professional,it is important to absorb as much knowledge as you can. Today, you are doing just that. Good job! Give yourself a pat on the back. Lucky for you, we have some of the best professionals in the public relations industry here to share everything they know.These professionals are so unbelievably passionate about their careers,that not only will they share their experiences with you, but they are also ecstatic to help you. Each of the speakers has an original perspective on the industry and will give you advice that will aid you in your job search and your future career. So get your padfolio and Twitter accounts ready, because you’re in for a PR treat. Thethemeof ourconferenceis“InnovatingTradition:DivingDeeperintoPR.”Withthisthemewearehopingtogobeyondthetypicalconference topics.Our goal is to have a session that speaks to each of you.We have sessions for sports-enthusiasts,international gurus and agency lovers. This conference is your “starter-kit” to being a successful public relations professional,regardless of the sector you decide to pursue. Our Regional Conference Committee has worked extremely hard to ensure that this conference gives you the confidence and knowledge to enter into your professional career.The members of our committee are here to make sure you have a safe and flawless visit. We hope that we exceed your expectations and that you have an incredible time here in Tuscaloosa. All the best and Roll Tide, Lindsey Young UA PRSSA President
  • 4.
    4 Letters from theLeaders A Letter from the PRSSA 2016 Southeastern Regional Conference Coordinator Dear Conference Attendee: Welcome to The University of Alabama’s Public Relations Student Society of America Second Southeastern Conference, Innovating Tradition: Diving Deeper into PR.The University of Alabama’s PRSSA chapter is so excited to have you here in Tuscaloosa! As a student in today’s PR field, we’re constantly perfecting how to write job worthy resumes and news releases, whilst sharpening every other writing and communication skill we can. Yes, these skills are of great importance and quite necessary for us today, but when are we going to learn more about how to personally brand ourselves and what it’s like to work internationally? Or who will be the one to break down the truths of working in PR and how one can use it to enter into entrepreneurship? That answer is here. Innovating Tradition: Diving Deeper into PR is designed to help students and professionals dive deeper into the profession of PR by going past the traditional lessons to discover the PR industry on a more modern,deeper level. Over the next two days you will hear from some of the industry’s most knowledgeable leaders with over 50 years of experience from careers all over the nation — including Scripps Network, ESPN, Edelman, McDonald’s and Southwest Airlines — on topics that’ll not only take us beyond the classroom but develop us into more successful practitioners. AsThePlankCenterforLeadershipinPublicRelationsislocatedatUA,theconferencewillincorporatemanyof itsfoundationalideals,including leadership,ethics and professional development.We are excited to have 10 of the members fromThe Plank Center’s board committed to lead sessions and help students dive deeper into PR. Lastly,I want to give a massive thank you to every hand and heart that has been in the foreground and background of planning this conference. Because of everyone’s great determination and unrelenting work efforts,we are delighted to present this conference to you with the greatest of hope for your professional growth.Aspecial thank you to our very own members for their great willingness and to PRSSANational’sJenn Shafer for the unparalleled wisdom and guidance you have extended our way. So prepare to join us in reaching the capstone of success this weekend as we dive deeper into PR.May we carry what we learn throughout the weekend into our careers and live as Betsy Plank said,“Public relations people must be eternal students.” Roll Tide, Jada Culver UA PRSSA 2016 Regional Conference Coordinator ´ ´
  • 5.
    5 PRSSA 2016 SoutheasternRegional Conference Program Welcome to Tuscaloosa We are thrilled to welcome you to the PRSSA 2016 Southeastern Regional Conference and Tuscaloosa, a city of historical significance and modern movement. Tuscaloosa’s history began with various Indian tribes who settled along the Black Warrior River. Chief Tascalusa,famous for leading the Battle of Mabila against the Spanish conquistador Hernando de Soto, became the namesake for the city. His name,derived from the Choctaw words “taska” and “losa,” means “Black Warrior.”Tuscaloosa’s history also includes serving as Alabama’s capital city from 1826 to 1846. Known as the regional center of commerce and education for WestAlabama,Tuscaloosa has been named one of the “Best Places to Launch a Small Business,” the “Most Liveable City in America,” and one of America’s “100 Best Communities for YoungPeople.”Thesetitlescomeasnosurpriseduetohousingthewell-knownUniversityofAlabama(UA).Inturn,PRWeek Magazine ranked UA’s Communication and Information Sciences as one of the top five programs in the country six times. Tuscaloosa’s influence on the public relations industry does not stop there though. The city embraces the legacy of Betsy Plank, UA graduate and the First Lady of Public Relations. Established in her honor on UA’s campus,The Plank Center for Leadership in Public Relations focuses on advancing the ethical practice of PR.With all of the opportunitiesTuscaloosa has to offer,The University of Alabama rightfully hosts the Southeastern Regional Conference. Beneath the surface of UA and its success in sports, “Title Town” has much more to offer than several handfuls of national championship trophies. Home to college residents and the adult generation, the city reflects a unique experience. It successfullybalancestherichheritageofAntebellumhomesandlandmarkestablishmentswiththeprogressivemovement of change while keeping an eye on the future. During your stay inTuscaloosa,we hope you take the time to explore the unique town,discover the opportunities awaiting you,and find your own glory in the “City of Champions.” Roll Tide! Information gathered from: City of Tuscaloosa,Tuscaloosa County Industrial Development Authority and Tuscaloosa County Preservation Society
  • 6.
    6 CONFERENCE LOCATION ADDRESSES ThursdayNetworking Mixer Location: Glory Bound 2325 University Blvd Tuscaloosa,AL 35401 Friday Dinner Location: Bryant Conference Center 240 Paul W.Bryant Drive Tuscaloosa,AL 35487 Friday Conference Location: Bryant Conference Center 240 Paul W.Bryant Drive Tuscaloosa,AL 35487 Saturday Conference Location: Ferguson Student Center- Ferguson Theatre 751 Campus Drive Tuscaloosa,AL 35404 PRSSA 2016 Southeastern Regional Conference Information HOTEL INFORMATION For a special conference rate, attendees may stay at the following hotel locations: Home2 Suites by Hilton Tuscaloosa Downtown 2610 University Boulevard Tuscaloosa,AL 35401 Hampton Inn Tuscaloosa-University 600 Harper Lee Drive Tuscaloosa,AL 35404 Check-in: 3 p.m. Check-out: Noon THURSDAY PARKING TherearetwohourparkingspotslocatedaroundthedowntownareaandthereisalsofreeparkingattheIntermodalParkingDeckFacility,which is behind City Hall. FRIDAY PARKING At check-in attendees received a paper voucher that they should put on the inside windshield of their car,which will allow access to the Moody Hall and new law school lot during Friday’s sessions . If you did not receive one, please find the nearest conference coordinator wearing a red stickerontheirnamebadgeandtheywillassistyou.OnSaturday,parkingwillbefreeinboththeFergusonParkingDeckandthecorresponding lot across the street. WARDROBE Attendeesshoulddressinbusinessprofessionalattireforallof PRSSA2016SoutheasternRegionalConferencesessionsonFridayandSaturday. The Networking Mixer on Thursday is business casual. CHAPTER ROLL CALL GetcreativeattheFridaymorningChapterRollCall!Whenyourschoolgetscalled,haveashortchant,cheerorsongpreparedthatletseveryone know your chapter is present.Have fun,make it unique and please remember to keep it under 30 seconds in length. ETIQUETTE The PRSSA 2016 Southeastern Regional Conference is a professional event and all attendees are expected to represent themselves and their schools in a professional manner.Please dress appropriately and limit alcohol consumption as necessary at Thursday’s mixer event.
  • 7.
    7 PRSSA 2016 SoutheasternRegional Conference Program SAFETY - Keep your valuables in a safe place. - Establish the “buddy system.” Since Conference sessions will be held in different locations, be sure to have clear communication with others of where you are at all times. - Stay alert to what’s going on around you.Avoid potential harmful and dangerous situations. - Keep your phone on you at all times. PHOTOGRAPHY NOTICE Please be aware that by participating in PRSSA’s public forum, “The PRSSA 2016 Southeastern Regional Conference,” you are automatically authorizing the Public Relations Society of America (hereafter “PRSA”) and the Public Relations Student Society of America (hereafter “PRSSA”) and its employees, agents and assigns to use your name, photograph, voice or other likeness for purposes related to the mission of PRSA and PRSSA, including but not limited to publicity, marketing, websites, other electronic forms or media, and promotion of PRSA, PRSSA and its various programs. REGISTRATION DESK At the Bryant Conference Center, you can find the registration desk in the main lobby to help provide all the necessary materials needed for Conference. This is where you will receive your Conference program, name badge and all the information you need during your stay in Tuscaloosa.Feel free to ask questions here throughout the Conference. DOWNLOAD THE APP Yes,there is an app for conference! Don’t forget to download the Guidebook App and then search the passphrase UARegionalConf.Then,click on the PRSSA 2016 Southeastern Regional Conference logo for convenient access to the schedule,speakers and much more! TWITTER Throughout conference,be sure to share what you learn! #InnovatingTradition @UARegionalConf “The PRSSA 2016 Southeastern Regional Conference will help students understand the PR industry on a more modern, deeper level, innovating the lessons learned at traditional conferences.” Information Continued
  • 8.
    8 3 - 6p.m.Check-In Hotel 6:30 - 8:30 p.m.Networking Mixer at Glory Bound Restaurant Enjoy continental breakfast at your hotel 8:30 - 9:30 a.m.W E L C O M E,Sellers Auditorium Registration,Roll Call,National Committee Intro and Update 9:30 - 10:30 a.m.Keynote Presentation,Sellers Auditorium 10:40 - 11:30 a.m.Breakout Session 1A: Investigation: Under the Magnifying Glass,Sellers Auditorium 1B: New History,More Women & Evolving Ethics in PR,Birmingham/Central Room 11:40 - 12:30 p.m.Breakout Session 2A: Pack Your Strategy: The Truth About International PR,Sellers Auditorium 2B: Pitch Perfect(ly),Birmingham/Central Room 12:45 - 2 p.m.Lunch & Learn: Fact or Fiction Panel,Sellers Auditorium 2:10 - 3 p.m.Breakout Session 3A: Step Up: Leadership in Public Relations,Sellers Auditorium 3B: Me,Myself and I: Innovating Your Personal Brand,Birmingham/Central Room 3:10 - 4 p.m.Breakout Session 4A: Keep it Real: Maintaining Corporate Brands,Sellers Auditorium 4B: Started from the Bottom,Now We’re Here: Entrepreneurship,Birmingham/Central Room 4 - 5 p.m.Networking Event 6:30 - 8:30 p.m.Formal Dinner at Bryant Conference Center,Sellers Auditorium 8:30 p.m.“Best of Tuscaloosa” 8:30 a.m.Enjoy continental breakfast at your hotel 9 - 9:50 a.m.“Diving in and Finding Your Niche” 10 - 10:30 a.m.Panel: YoPros 10:30 - 11:30 a.m.Keynote Presentation 11:30 a.m.Closing Session Noon: Career Fair,The Ferguson Student Center - Great Hall Schedule At-A-Glance THURSDAY, JANUARY 28 FRIDAY, JANUARY 29 Bryant Conference Center SATURDAY, JANUARY 30 The Ferguson Student Center - Ferguson Theatre PRSSA 2016 Southeastern Regional Conference Program
  • 9.
    9 PRSSA 2016 SoutheasternRegional Conference Program 3 - 6 p.m.Check-In Hotel 6:30 - 8:30 p.m.Networking Mixer at Glory Bound Restaurant Welcome to Tuscaloosa! Network and get to know aspiring public relations students and professionals at one of downtown Tuscaloosa’s most popular restaurants.Don’t be afraid to introduce yourself in this fun environment. 9:30 - 10:30 a.m. Keynote Presentation, Sellers Auditorium Alicia Thompson,APR, General Manager of Edelman Atlanta Twitter: @Aliciart261 Alicia Thompson is considered one of the most well-rounded individuals in the PR realm. For over 20 years she has gained experience in creating and implementing marketing, corporate and crisis/issues management communications strategies and programs. After achieving a Bachelor of Arts in English and a Master of Arts in Speech Communications, she now serves as the general manager of Edelman’s Atlanta office, overseeing the work with many client programs. As the previous VP of the Corporate Communications & PR for Popeyes Louisiana Kitchen, a current member of The Plank Center board of advisers, a member of the Georgia Chapter of Public RelationsSocietyof America,andtheWomen’sFoodserviceForum,Mrs.Thompsonisanendlesssourceof insightintothemanyareasof public relations.Be sure to hear as she shares her story and offers tips for future PR professionals. 10:40 - 11:30 a.m. Breakout Session 1A: Investigation: Under the Magnifying Glass, Sellers Auditorium Dr. Bruce Berger, Ph.D., Dr. Kenon Brown, Ph.D., Fellow,The Plank Center, Research Director for The Plank Center Assistant Professor of Public Relations at The University of Alabama Twitter: @KenonABrown Research exists outside the laboratory,as Dr.Bruce Berger and Dr.Kenon Brown demonstrate.With 20 years of experience as a PR professional and an executive of companies including Whirlpool Corporation, Berger is a professor emeritus of the College of Communication and InformationSciencesatTheUniversityofAlabamaandfoundingdirectorandresearchdirectorofThePlankCenter.Heledateamof researchers in a cross-cultural study of leadership in public relations and communication management conducted by the Center. Brown worked for eight years in restaurant management and marketing and is currently an assistant professor of public relations at The University of Alabama. His research interests lie in image and reputation management,as well as emergency and public safety crisis response.Join the session to find out more about the role research plays in PR. 9 Conference Schedule THURSDAY,JANUARY 28 FRIDAY,JANUARY 29
  • 10.
    10 10:40-11:30a.m.BreakoutSession1B:NewHistory,MoreWomen&EvolvingEthicsinPR,Birmingham/Central Room Dr. Karla K.Gower, Ph.D., Director of The Plank Center Twitter: @kkgower Mahatma Gandhi says, “If we are to make progress, we must not repeat history but make new history...” With their extensive research in PR history, Dr. Karla Gower and Dr. Meg Lamme are forging new paths in the PR world. Gower is director of The Plank Center, Behringer Distinguished Professor of the College of Communication and Information Sciences atThe University of Alabama,former lawyer,and author of publications exploring the legal and ethical aspects of PR. Lamme is a professor of the College of Communication and Information Sciences at The University of Alabama, editor of several different PR and social issue journals, and has 15+ years of experience in all sectors of PR. Her research interests include the influence of social reform, religion and women on the development of the field. Listen while they share more about the relationship between ethical and social issues and the PR world. 11:40 a.m. - 12:30 p.m. Breakout Session 2A: Pack Your Strategy: The Truth About International PR, Sellers Auditorium Patrick Ford, Worldwide Vice Chair & Chief Client Officer at Burson-Marsteller Twitter: @fordpat Cultivating international relationships is increasingly important in this age of globalization.As the worldwide vice chair and chief client officer at Burson-Marsteller, to say that Patrick Ford is well qualified is an understatement. Previously, he served as president and CEO at Burson- Marsteller U.S., vice president for public affairs at the American Enterprise Institute for Public Policy Research in Washington, D.C., and public affairs specialist at Wagner & Baroody, for which he managed the Media Operations Center at the 1984 Republican National Convention. If you’re interested in learning more about the ins and outs of international PR,then this is the session for you. 11:40 - 12:30 p.m. Breakout Session 2B: Pitch Perfect(ly), Birmingham/Central Room Julia Hood, Chief Content Officer at Haymarket Business Media Twitter: @julia-hood JuliaHoodisthechief contentofficerinthebusinessmediadivisionof HaymarketUSandtheglobalbranddirectorforPRWeekandCampaign. She has held numerous communications positions both nationally and in the U.K., such as executive administrator of the National Kidney Foundation and editor-in-chief of PRWeek.Be sure to take notes as she shares her tips on how to pitch perfectly. Dr. Meg Lamme, Ph.D.,APR, Fellow,The Plank Center, Professor of Public Relations at The University of Alabama Twitter: @molamme
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    11 PRSSA 2016 SoutheasternRegional Conference Program 12:45 - 2 p.m. Lunch & Learn: Fact or Fiction Panel, Sellers Auditorium Bridget Coffing, who joined McDonald’s in 1985, became senior vice president of McDonald’s corporate relations in 2011. Prior to joining McDonald’s, she worked for GolinHarris, where she specialized in food and consumer marketing. T.R. Reid is former vice president of global communications at CHC Helicopter and previously held the same position in corporate communications for Dell in Asia-Pacific and Japan. In the course of his 28-year career in PR, he has also worked for Whirlpool Corporation and The Upjohn Company. Garland Stansell is chief communications officer at Children’s of Alabama, the third largest pediatric medical center in the U.S., and has 29 years of experience in PR. Prior to joining Children’s of Alabama,he served as vice president of public relations and development forAlabama Goodwill Industries and as assistant director of corporate communications for BancBoston Mortgage Corporation,Alabama Office. 2:10 - 3 p.m. Breakout Session 3A: Step Up: Leadership in Public Relations, Sellers Auditorium Rick White,Associate Vice Chancellor for Communications & Public Affairs at the University of North Carolina at Chapel Hill Rick White served as a squadron commander and public affairs officer in the U.S. Air Force before working for 40 years in organizations with high public profiles.His leadership and counsel have been sought by a variety of organizations across the energy industry. Join this session as White shares his expertise and prepare yourself to lead the next generation of great PR professionals. 2:10-3p.m.BreakoutSession3B:Me,Myself andI:InnovatingYourPersonalBrand,Birmingham/CentralRoom What do people perceive when they meet you? What do you add to the room? What do your social media sites say about you? These are the types of questions you may have come across when discussing personal branding. The idea of managing your personal brand can seem daunting at times, but don’t worry; we’ve got you covered! Join Jennifer Blackburn, senior account manager at AR|PR, as she provides helpful tips on polishing one’s personal brand. Bridget Coffing, Communications Consultant, and SVP and CCO Emeritus McDonald’s Corporation Worldwide Corporate Relations T.R. Reid, Former VP of Global Communications at CHC Helicopter Twitter: @georgetownreid Garland Stansell,APR, Chief Communications Officer at Children’s of Alabama Twitter: @GarlandStansell Jennifer Blackburn, Senior Account Manager at AR I PR Twitter: @SocialSaaSy
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    12 3:10 - 4p.m. Breakout Session 4A: Keep it Real: Maintaining Corporate Brands, Sellers Auditorium In today’s world, brand reputation means everything. Brands will go to all limits to stay on good terms with their consumers. However, with a media-driven society, the task of maintaining a long-term brand is growing more and more challenging. Here to share personal experiences and tips on how to tackle this obstacle are Lori Crabtree and Millie Tidwill of Southwest Airlines, one of the prominent airlines in the U.S. and the world’s largest low-cost carrier. 3:10 - 4 p.m. Breakout Session 4B: Started from the Bottom, Now We’re Here: Entrepreneurship, Birmingham/ Central Room Rick Looser, President & COO of The Cirlot Agency Inc. Twitter: @RickLooser Rick Looser knows how to climb the public relations ladder to success! Starting out as a fellow University of Alabama student studying public relations, Looser now is one of the most decorated and successful men in the PR world. He has previous experience with many top player companies, including Northrop Grumman, Blue Cross/Blue Shield and Sherwin Williams. He is also a Gold Quill Award recipient. Join Mr. Looser as he shares his insight on how to successfully navigate entrepreneurship within the PR community. 4 - 5 p.m. Networking Event Networking is key and one of the greatest benefits at conference! Come enjoy an interactive networking event with several speakers, a Betsy Plank exhibit,a photo booth and much more. 6:30 - 8:30 p.m. Formal Dinner at Bryant Conference Center, Sellers Auditorium Gary McCormick,APR, Fellow PRSA, Director of Corporate Communications at Scripps Networks Interactive Twitter: @GaryMack865 Time to take a break and enjoy a formal dinner at the Bryant Conference Center.This event is a great place to network with peers and hear from Gary McCormick.As the director of corporate communications for Scripps Networks Interactive, Mr. McCormick works with many popular cable networks, including HGTV Network, The Food Network and DIY Network.Discover how to find the right job and the right company by using everything you’ve tried to avoid in dating. Millie Ritcher Tidwell, Senior Communications Specialist at Southwest Airlines Twitter: @millierich1 Lori Crabtree, Senior Communications Specialist at Southwest Airlines Twitter: @LoriLUVsTexas
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    13 PRSSA 2016 SoutheasternRegional Conference Program 13 8:30 p.m. “Best of Tuscaloosa” Explore charming Tuscaloosa! Be sure to take a look at the Attraction Guide for ideas of places to go and things to see. 8:30 a.m. Enjoy continental breakfast at your hotel 9 - 9:50 a.m.“Diving in and FindingYour Niche,”The Ferguson Student Center - FergusonTheatre Ron Culp, Director of Graduate PR & Advertising Program at DePaul University Twitter: @Culpwrit We all know that in the fast-paced communications world it is important to find what drives you and keeps you excited about your work.Who better to direct you on your journey than Ron Culp,current director of the graduate PR & advertising program at DePaul University? Culp has worked in nearly every aspect of PR,including government,business-to-business,internal and external corporate communications,events and consumer products,since he began his career as a reporter for a small newspaper in Indiana.Don’t let fear hold you back; join us as Mr. Culp encourages you to dive into your future career and swim strong as you find your niche in the professional world. 10 - 10:30 a.m. Panel: YoPros,The Ferguson Student Center - Ferguson Theatre Have you ever wondered what the transition from college into the professional world is like? Or what you should be doing right now as you are completing your undergraduate degree? If so, this YoPro Panel is for you. Savannah Bass is an account manager at Peritus PR. She manages client accounts for various sectors,such as healthcare,fashion,industrial and food/beverage.Meg Burton works as a corporate communications coordinator at Brasfield & Gorrie. She also serves as the PRSA programs chair for the Alabama chapter. Siarra Swalve is an account coordinator at Porter Novelli.You won’t want to miss this panel of three stellar young professionals already making their marks in the PR world! Be sure to tweet during conference! #InnovatingTradition Savannah Bass, Account Manager at Peritus PR Twitter: @sav_bass Siarra Swalve, Account Coordinator at Porter Novelli Twitter: @SiarraLaRae Meg Burton,APR, Corporate Communications Coordinator at Brasfield & Gorrie Twitter: @megwburton SATURDAY,JANUARY 30
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    14 10:30 - 11:30a.m. Keynote Presentation,The Ferguson Student Center - Ferguson Theatre Keri Potts, Senior Director of PR for College Sports at ESPN Twitter: @MsPotts_ESPN Listen to the best from ESPN! As senior director of public relations for college sports at ESPN,Keri Potts is an expert of everything PR on and off the field.She is responsible for coordinating and guiding the strategic communications efforts around all college sports events and studio content,including the SEC Network and the College Football Playoff.Whether or not your are a sports fanatic,this keynote will leave you feeling motivated as you plan for you future and feel confident at the same time. 11:30 a.m. Closing Session,The Ferguson Student Center - Ferguson Theatre Thank you for attending the 2016 Southeastern Regional Conference! Before you start networking at the career fair, stop to hear a brief recap and closing remarks to take with you as the Southeastern Regional Conference comes to an end. Noon: Career Fair,The Ferguson Student Center - Great Hall Bring your business cards,a firm handshake and a bright smile! Network and have insightful conversations from many of the speakers,PRSSA 2016 Southeastern Regional Conference sponsors, and other businesses around the region. Don’t miss this final opportunity before leaving Tuscaloosatointeractwithsomeof thebestpublicrelationsprofessionalsintheindustry.It’sawonderfulchanceformoreLinkedInconnections!
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    15 PRSSA 2016 SoutheasternRegional Conference Program Bryant Conference Center Map
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    16 Ferguson Student CenterMap Ferguson Theatre
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    17 PRSSA 2016 SoutheasternRegional Conference Program RIVERWALK Get up and going! The Riverwalk provides 4.5 miles of paved trails in the beautiful areas that line the shore of the Black Warrior River. When you’re finished,stop for a picnic at one of the many tables or shelters at Manderson Landing.Bike,walk,run and enjoy. Park at various locations including Manderson Landing Park and the Tuscaloosa Amphitheater. ON-CAMPUS STUDENT ORGANIZATIONS Thursday: 7:30-9 p.m.Faculty Recital: Jennifer Mann,Bassoon at 140 Moody Music Hall.Tickets - $10 general,$3 student Friday: 11:30 a.m.-1 p.m.International Coffee Hour,121 BB Comer Hall.Enjoy free coffee,tea,snacks and conversation with friends from around the world. Saturday: 1:30-2:30 p.m.Student Recital: Aaron Levy,Percussion at 125 Moody Music Hall.Free admission. Saturday: 3:30-4:30 p.m.Student Recital: Nick Aguirre,Baritone at 140 Moody Music Hall.Free admission. BAMA LANES BOWLING ALLEY & BAR 520 15th St. Tuscaloosa,AL 35401 Phone: 205-759- 2302 Hours: Thursday: 5:00 p.m.- Midnight; Friday: 4:00 p.m.- 1:00 a.m.; Saturday: 11:00 a.m.- 1:00 a.m.; Sunday: Noon - 10:00 p.m. BAMATHEATRE Completed in 1938,the historic Bama Theatre hosts a variety of musicians,films and even pageants.Located in the heart of downtown Tuscaloosa,it’s the perfect place to get a taste of Alabama. 600 Greensboro Avenue Tuscaloosa,AL 35401 Phone: 205-758- 5195 COBB MOVIE THEATRE 4250 Old Greensboro Road Tuscaloosa,AL 35405 Movie Times: 205-248- 8248 TUSCALOOSA PUBLIC LIBRARY Address: 1801 Jack Warner Pkwy NE Tuscaloosa,AL 35401 Phone: 205-345-5820 Hours: Thursday: 9:00 a.m.- 9:00 p.m.; Friday: 12:00 - 5:00 p.m.; Saturday: 9:00 a.m.- 5:00 p.m.; Sunday: 2:00 - 6:00 p.m. SHOPPING Midtown Village 1800 McFarland Blvd.East Tuscaloosa,AL 35404 Shoppes at Legacy Park 1320 McFarland Blvd. Tuscaloosa,AL 35401 University Mall 1701 McFarland Boulevard East Tuscaloosa,AL 35404 CONVENIENCE STORES Rite Aid 521 University Blvd E Tuscaloosa,AL 35401 Phone: 205-758- 4423 CVS Pharmacy 1413 McFarland Blvd E Tuscaloosa,AL 35404 205-348- 0531 EMERGENCY SERVICES DCH Regional Medical Center 809 University Blvd.E. Tuscaloosa,AL 35401-2029 Phone: 205-759-7111 Visiting Tuscaloosa
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    18 Chicken Salad Chick Address:1800 McFarland Blvd.E,Tuscaloosa, AL 35404 Phone: 205-462-3549  Kobe Japanese Steakhouse and Sushi Bar Address: 1800 McFarland Blvd.E,Tuscaloosa, AL 35404 Phone: 205-759-1400  Full Moon Bar-B-Que Address: 1434 McFarland Blvd.E,Tuscaloosa, AL 35404 Phone: 205-366-3555 Which Wich Address: 2128 University Blvd.Tuscaloosa,AL 35401 Phone: 205-764-1673  Iguana Grill Address: 1800 McFarland E,Tuscaloosa,AL 35404 Phone: 205-752-5895  Cypress Inn Restaurant Address: 501 Rice Mine Road N,Tuscaloosa, AL 35406 Phone: 205-345-6963  Mellow Mushroom Address: 2230 University Blvd,Tuscaloosa,AL 35401 Phone: 205-758-0112 Buffalo Phils Address: 1149 University Blvd,Tuscaloosa,AL 35401 Phone: 205-758-3318 DePalma’s Italian Cafe Address: 2300 University Blvd,Tuscaloosa,AL 35401 Phone: 205-759-1879 Restaurant Guide Chuy’s Address: 1320 McFarland Blvd E, Tuscaloosa,AL 35401 Phone: 205-349-4947 Moe’s Southwest Grill Address: 1130 University Blvd,Tuscaloosa, AL 35401 Phone: 205-523-0999 Moe’s Barbeque Address: 2101 University Blvd,Tuscaloosa, AL 35401 Phone: 205-752-3616 Longhorn Steakhouse Address: 1800 McFarland Blvd E #412, Tuscaloosa,AL 35404  Phone: 205-345-8244 Five Guys Burgers and Fries Address: 1800 McFarland Blvd,Tuscaloosa, AL 35404 Phone: 205-391-0575 Taziki’s Mediterranean Cafe Address: 1800 McFarland Blvd E, Tuscaloosa,AL 35401 Phone: 205-344-6444 Bob’s Victory Grille Address: 1800 McFarland Blvd E #218, Tuscaloosa,AL 35404 Phone: 205-561-3984 Jim N Nick’s Address: 305 21st Ave.Tuscaloosa,AL 35401 Phone: 205-469-2060 Taco Mama Address: 2104A University Blvd.Tuscaloosa, AL 35401 Phone: 205-409-8173 Sweet Home Food Bar Address: 2218 University Blvd.Suite A, Tuscaloosa,AL 35401 Phone: 205-764-9346 Chuck’s Fish Address: 508 Greensboro Ave.Tuscaloosa,AL 35401 Phone: 205-248-9370 Dreamland Barbecue Address: 5535 15th Ave E.Tuscaloosa,AL 35405 Phone: 205-758-8135 Newk’s Address: 205 University Blvd E.Tuscaloosa,AL 35401 Phone: 205-758-2455 Mugshots Address: 511 Greensboro Ave.Tuscaloosa,AL 35401 Phone: 205-391-0572 Another Broken Egg Cafe Address: 1650 Jack Warner Pkwy NE. Tuscaloosa,AL 35401 Phone: 205-750-2120 Five Address: 2324 6th St.Tuscaloosa,AL 35401 Phone: 205-345-6089
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    19 PRSSA 2016 SoutheasternRegional Conference Program “This conference is going to be an amazing way to connect with other professionals and dive deeper into the industry.Incredible things happen when minds get together,and I know this conference will be no exception!” Sarah Augustinsky, Creative Coordinator “I’m honored to be a part of such an exciting event for our chapter and university.I cannot wait to learn from such a variety of PR pros and to expand my professional network.” Emily Clack,Website Coordinator “In PR,we are ‘eternal students.’ I can’t wait to see what I learn from all of our talented and accomplished speakers!” Bethany Corne, Sponsorship Coordinator “I’m excited about Regional Conference because this year I’m the Regional Conference Coordinator and I can’t wait to see all our our team’s hard work pay off! They’ve all done such a great job and the caliber of speakers is phenomenal!” Jada Culver, Regional Conference Coordinator “This weekend is going to be full of great perspective from some of our industry’s greats,and will honor Betsy Plank’s legacy in the best way.I’m so excited to have our region’s top PR students come together to learn more from our speakers and each other!” Sarah Dougherty, Special Events Coordinator “I’m looking forward to meeting the other attendees and professionals.The most valuable aspect of conferences like these is the opportunity to network with other industry hopefuls — and if you’re a student (or professional) who cares enough to participate in these extracurricular events,you’re a connection I definitely want to make.” Katie Gatti, Communication Coordinator “I am excited for Regional Conference because I believe it will get many students more involved in PRSSA — and hopefully PRSA in the future — by giving them a passion for not only the field of public relations,but also the organization that consistently educates its members so they are at the forefront of a constantly innovating field.” Kaitlin Goins, Media Relations Coordinator Meet the Conference Committee
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    20 “I’m excited tobe a part of the Regional Conference team because I believe this will be a major building block for the future of the PR program at Alabama.” Cole Lanier, Registration Coordinator “I am so excited to provide Regional Conference attendees and speakers a glimpse of what charming Tuscaloosa has to offer. It’s going to be an inspiring,young professional development conference for all!” Olivia Ortiz, Hospitality Coordinator “It’s unbelievable what opportunities are in store for us at events like the Southeast Regional Conference. Not only do you get to meet other students pursuing the same dream,but you also get the chance to have a personal discussion with professionals on the ‘dos and don’ts’ of this industry! The conference cannot get here fast enough!” Brittany Ray, Social Media Coordinator “It’s such a great opportunity to to be able to host the Regional Conference and I’m so excited to have students here from across the Southeast! We have incredible opportunities lined up and speakers from all over the country.Let the countdown begin!” Taylor Shelnutt, Programming Coordinator “As the Regional Conference Outreach Chair,I am able to connect The University of Alabama’s PRSSA chapter with neighboring colleges and even local high schools while developing a strong sense of community as well as furthering students’ interest in public relations and other communication outlets.” Kennedy Studdard, Outreach Coordinator “The planning committee has been working really hard to make Regional Conference amazing and I can’t wait to see all our hard work pay off!” Katrina Swarthout, Logistics Coordinator “I can’t wait for Innovating Traditions this year. I am excited to see students come from across the country to explore the ins and outs of PR together.I can’t wait to see the opportunities and knowledge that students will gain in just three days!”  Lindsey Young, Promotions Coordinator Special thanks to our chapter advisers Tracy Sims and Teri Henley!