Review the program for the Public Relations Student Society of America regional conference at Indiana University. Learn about the conference schedule, initiatives, programs, speakers and sessions.

1. GET
SOCIAL
A Blueprint for Social Media Strategy
PRSSA 2011 Regional Conference
April 8-9 | Bloomington, IN

2. Conference Schedule
at a Glance
Friday, April 8
5 p.m. - 7 p.m. Registration and Hospitality
7 p.m. - 8:15 p.m. Keynote Address: It’s About Social, Not Media
8:30 p.m. - 10 p.m. #GetSocial4Japan Tweet Drive
Saturday, April 9
7 a.m. - 8 a.m. Registration, Hospitality, Continental Breakfast
8 a.m. - 8:45 a.m. Keynote Address: Stinking Thrategically: How
To Start Your Communications Career Ahead
of the Curve
9 a.m. - 10:15 a.m. Development Session I
10:30 a.m. - 11:30 a.m. Breakout Session I
11:45 a.m. - 12:45 p.m. Lunch, Exhibits, Networking
1 p.m. - 1:45 p.m. Social Media Hot Topics Panel
2 p.m. - 3:15 p.m. Development Session II
3:30 p.m. - 4:30 p.m. Breakout Session II
7 p.m. - 8 p.m. Networking Dinner*
8 p.m. - 8:45 p.m. Keynote Address: Directing The Social Change
Whirlwind From The Inside…How To Manage
Change While It’s Happening*
Full conference registration required
*
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3. General
Information
Venues Wardrobe
All regular conference sessions will be held at the Friday
Kelley School of Business. Attendees should enter Casual attire is permitted and jeans are acceptable.
through the Tenth Street entrance. Keep in mind you may bowl during the #GetSo-
cial4Japan Tweet Drive at the Back Alley Bowling
Kelley School of Business Lanes.
1309 E. Tenth Street
Bloomington, IN 47405 Saturday
#GetSocial4Japan Tweet Drive All sessions require business casual attire, which in-
Indiana Memorial Union Back Alley cludes blouses, suits, slacks, khakis and dresses.
900 E. Seventh Street
Networking Dinner Initiatives
Memorial Stadium, Hoosier Room Community Service
1479 E. 17th Street PRSSA works to serve those in need. Public rela-
tions entrepreneur Harrison Kratz, founder of in-
Parking
ternational social media fundraiser, Tweet Drive, is
A parking garage is located at the corner of 11th
hosting a #TweetDrive4Japan on Friday night to
Street and Fee Lane, that is free during the week-
benefit Save the Children’s relief efforts in Japan. Af-
end. Attendees can park at gate E9 at Memorial
ter making an online donation, each attendee that
Stadium during the Networking Dinner.
tweets their donation will be entered to win a prize.
Getting Around Bloomington Diversity
With the ever-changing population of America, it’s
Bus essential public relations practitioners communi-
The IU Campus Bus Service runs many routes cate with diverse groups. Jessica Smith from We-
through campus at no cost to passengers. Bloom- ber Shandwick’s multi-cultural agency, The Axis
ington Transit also runs several routes through cam- Agency, will lead the breakout session, Ten Things
pus and the City of Bloomington for a nominal fee. to Know: Diverse Communities and Social Media.
www.iubus.indiana.edu
www.bloomingtontransit.com High School Outreach
As part of our efforts to encourage diversity in public
Taxi relations, we’re proud to host a high school track
Yellow Cab Company, (812) 339-9744 during the conference. This track will introduce high
school students to public relations as a career op-
Walking tion through a breakout session, Q&A with college
Most buildings on campus are within a 10-25 min- students and a tour of the IU School of Journalism.
ute walk of each other and downtown Bloomington.
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#GetSocialPRSSA 3

4. Keynote Addresses Saturday, 8 p.m. - 8:45 p.m.
Memorial Stadium, Hoosier Room
Directing The Social Change Whirlwind
Friday, 7 p.m. - 8:15 p.m.
From The Inside…How To Manage
Kelley School of Business 219
It’s About Social, Not Media Change While It’s Happening
Michael Herman, PRSA Gold Anvil Recipient,
Jay Baer, Founder, Convince & Convert
Founder, Communication Sciences International
Social media consultant Jay Baer will discuss how
Focusing on the impact of the whirlwind of change
companies can succeed at the art of purposeful so-
in our society and the role of public relations in man-
ciability. Social media lets businesses build a bridge
aging that change. Michael Herman will place the
to your heart, and your head, but only if they focus
changes in media, including social media, within the
on being social, not on doing social media.
context of a number of other changes taking place,
both in the profession and in society as a whole.
Saturday, 8 a.m. - 8:45 a.m.
Kelley School of Business 219
Stinking Thrategically: How to Start Development Sessions
Your Communications Career Ahead of Both development sessions occur twice on Satur-
the Curve day. Attendees will attend one session in the morn-
Jason Falls, Founder, Social Media Explorer ing and the other in the afternoon.
Diving into a new career in communications is ex-
citing and challenging. Social media strategist Ja- Kelley School of Business 219
son Falls will discuss how to approach social media Case Studies from the Pros
strategically and help you avoid the early career pit- Paula Berg, Digital Media Leader, Linhart PR
falls suffered by young professionals who don’t. Kyle Lacy, Principal, MindFrame
Social media leaders will present their own case
Saturday, 1 p.m. - 1:45 p.m. studies on how using strategic social media affect-
Kelley School of Business 219 ed their experiences in both the corporate and non-
profit sectors.
Social Media Hot Topics Panel
Michael Herman, PRSA Gold Anvil Recipient,
Founder, Communication Sciences International
Kelley School of Business 223
Jay Baer, Founder, Convince & Convert Why Blogging and Tweeting Matter
Jason Falls, Founder, Social Media Explorer More Than Ever
Paula Berg, Digital Media Leader, Linhart PR Mark Schaefer, CEO, Schaefer Marketing Solutions
Kyle Lacy, Principal, MindFrame Learn the “whys” of Twitter and blogging. Why does
During this panel, attendees will have the oppor- using Twitter make good sense? Why should you
tunity to ask questions on current social media blog? Find the reasoning behind two of the biggest
trends, careers and anything in between. social media tools. Humor included.
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5. Breakout Sessions Kelley School of Business 111
Ethics in Strategic Social Media Planning
All breakout sessions, other than high school ses- Rodger Johnson, Counselor, Get Social PR
sions, occur twice on Saturday and at the same time. In this session, discuss what honor means to stake-
Attendees may choose which two sessions to attend. holders and publics, why value is important and
how building patterns promote value, engagement
Kelley School of Business 109 and relationship building between stakeholders and
Measurement & Marketing: publics.
Subscribers, Fans and Followers
Dawn DeVirgilio, Product Marketing Manager, ExactTarget High School Breakout Session
Social isn’t a Silo! Learn how brands are achieving 10:30 a.m. - 11:30 a.m.
unparalleled success by using email, mobile, social Kelley School of Business 213
media and the web together to create targeted rel- Word of Mouth: Marketing on Steroids
evant marketing.
(A High School Workshop)
Dennis Elliott, Faculty Advisor, PRSSA
Kelley School of Business 100
This interactive workshop will provide high-school
Social Media: A Revolution in Search attendees with a no-holds barred opportunity for
Jeremy Dearringer, Cofounder, Slingshot SEO brainstorming innovative uses of social media mar-
Learn the synergies between social media and keting.
search engine optimization and a few tactics that
the audience can implement for their own personal
High School Special Session
blogs, websites or employer sites.
12:15 p.m. - 1:30 p.m.
Kelley School of Business 102 Kelley School of Business 213
Ten Things to Know: Diverse Collegiate Media Tour & Q&A
Jake Wright, Editor-in-Chief. Indiana Daily Student
Communities & Social Media During this special session, high school students will
Jessica Smith, Senior Account Executive, Axis Agency
receive a tour of the award-winning collegiate me-
This forum will explore what today’s communicator
dia outlets at Indiana University. Students will have
needs to know when developing social marketing
the opportunity to discuss their questions about so-
programs aimed at diverse audiences.
cial media, college life and student media with staff
members of the Indiana Daily Student.
Conference Networking Events
#GetSocial4Japan Tweet Drive Networking Dinner
Friday 8:30 p.m. - 10 p.m. Saturday 7 p.m. - 8:45 p.m.
Hosted by Harrison Kratz Featuring Michael Herman, APR
Indiana Memorial Union Back Alley Memorial Stadium, Hoosier Room
Learn about using social media in events while Dine with conference speakers, students and pro-
bowling, playing trivia games and networking fessionals at this closing dinner with a keynote pre-
with attendees and Tweet Drive founder, Harri- sentation by Michael Herman, APR, Fellow PRSA.
son Kratz. Donate to the Japan relief efforts dur- * Full conference registration required
ing the event to be entered in a contest.
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#GetSocialPRSSA 5

6. Speakers
Jay Baer Paula Berg
@jaybaer @paulaberg
Jay is a tequila-loving, hype-free Paula is a digital media leader at
consultant cited in Fast Company Linhart PR, located in Denver, Col-
Magazine as one of the three lead- orado. A specialist in social me-
ing social media advisers in Amer- dia strategy, integration and crisis
ica. Baer has consulted for more management, Paula has worked
than 700 brands since 1994, and his clients have with the U.S. Senate, St. Jude Children’s Research
included 25 of the Fortune 100. His Convince & Hospital and Southwest Airlines, successfully lever-
Convert blog is one of the world’s most popular aging social media to support company goals and
marketing resources, and he’s the coauthor of The meet customer expectations.
NOW Revolution: 7 Shifts to Make Your Business
Faster, Smarter and More Social.
Mark Schaefer
@markwschaefer
Jason Falls Executive Director of Schaefer
@JasonFalls Marketing Solutions, Mark is the
A native of Pikeville, KY, Jason author of the blog {grow}, an Ad-
owns Social Media Explorer, a so- Age Power 150 Marketing blog,
cial media, public relations and and has been quoted as a Twitter
marketing consultancy. On top of expert by Forbes. At Schaefer Marketing Solutions,
working with Fortune 100 brands, he serves as Chief Marketing Officer for small busi-
leading national advertising interactive and social nesses, providing marketing strategy, web devel-
media efforts and independent consulting, Jason opment, SEO, social web strategy, email marketing
commands a highly successful Twitter presence and ecommerce.
and writes an AdAge Power 150 Marketing Blog.
Jessica Smith
Kyle Lacy @AfAmMaven
@Kyleplacy Jessica is a senior account execu-
Kyle, a principal at MindFrame, has tive at the Axis Agency, a boutique
quickly built a reputation for an in- agency of Weber Shandwick. In
depth understanding of the appli- this role, she manages multicultural
cation of social and digital media needs for clients including Disney
for both small businesses and large Interactive Studios, RushCard, Royal Caribbean,
corporations. Kyle is the author of two books: Twit- Save-A-Lot, Chicago United, Kraft and MassMutu-
ter Marketing for Dummies and Branding Yourself. al. Her experience includes launching successful
He writes a regular blog KyleLacy.com that is fea- media relations campaigns targeting African-Amer-
tured on the AdAge Power 150 Marketing blogs ican media and campaign execution specifically
and the Wall Street Journal Online. within urban communities.
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7. Dawn DeVirgilio Dennis Elliott
@dawndevirgilio Dennis, a communications veteran
Dawn works at ExactTarget as the with more than 20 years of experi-
product marketing manager of so- ence in the pharmaceutical industry,
cial media. ExactTarget allows com- returned to his alma mater in 2007
panies to connect with customers via email market- to embark on a career of teaching
ing, mobile marketing, social media and dynamic and research in the School of Journalism at IU. Pri-
sites and landing pages. or to teaching, he was a leader of two continuing
medical education companies developing programs
for physicians and a writer, director and producer
Jeremy Dearringer of video productions. His interest in social media
@PapaSlingshot has spawned a new course, Social Media Strategy:
Jeremy is a cofounder and direc- PR 2.0, and he’s faculty adviser to the Beth Wood
tor of research and development Chapter of PRSSA at IU.
at Slingshot SEO. Slingshot SEO
provides the latest in search engine Harrison Kratz
optimization strategies to companies around the @KratzPR
country. The company has worked with more than
80 clients including The Indianapolis Museum of Art, Harrison is an emerging entrepre-
Finish Line and ChaCha. neur from Philadelphia and a ju-
nior at Temple University. He is the
founder of consulting firm, Kratz PR
Rodger Johnson and Holiday Tweet Drive, a social media driven toy
@getsocialpr drive hosted in 25 cities. Additionally, Harrison hosts
Rodger is the social PR principal a weekly podcast, #PRStudCast, is the creator of
at Get Social PR, helping organi- the online series, Engage TV and blogs for Under-
zations find their way with social 30CEO. Harrison’s latest venture is the international
media marketing. He is also the #TweetDrive4Japan to raise money for Save the
academic director of the Speaker’s Lab at IUPUI, Children’s relief efforts.
managing a team of mentors who coach students
with speeches and presentations.
Michael Herman, APR, S.A.G.E., Fellow PRSA
With over 40 years of public relations experience, Herman is one of the most
respected voices in the industry. Founder of Communication Sciences Interna-
tional, he is accredited APR by the Public Relations Society of America, named
Strategic Advisor for Growth and Excellence by the PRSA Counselors Academy
and recipient of the PRSA Gold Anvil for Lifetime Career Achievement in 2009.
#GetSocialPRSSA 7|

8. The Beth Wood Chapter of PRSSA at IU thanks the generous
sponsors that have made this conference possible.