2024 NCPRSA Strategic Communications Conference – Raleigh, NC

Public Relations is an ever-evolving industry, as new technologies, emerging trends, and societal changes all are impacting how communicators do their jobs. Join us on November 22nd for a full day of breakout sessions and keynotes led by dynamic speakers and communications experts at the 2024 NCPRSA Strategic Communications Conference.

This year’s theme is “Shaping the Narrative: Redefining the PR Landscape” where we will dive into the ever-evolving PR industry and discover how technology, culture, and industry trends are impacting our field. Join us on the frontlines in shaping the future of PR. The conference draws PR and communications professionals from agencies, nonprofits, government agencies, and private corporations, as well as independent practitioners.

Event details:

Friday, November 22, 2024

8 a.m. to 3:00 p.m.

McKimmon Center,

1101 Gorman Street

Raleigh, NC 27606

Tickets:
· Members: $90

· Nonmembers: $115

· PRSSA members: $25

· Inspire Awards (only): $50

Topics of Discussion:

Opening Keynote – Journalist Panel: Ways to Get Your News Covered, or Deleted and Ignored

Are you frustrated with not gaining exposure and coverage from your local media outlets? Would you like to know the Top 10 things editors want in a press release and their Top 10 pet peeves? During this panel discussion, you’ll hear directly from some of the top journalists in the state. In a dynamic conversation moderated by Phil Lucey, the Executive Director of the North Carolina Press Association, three journalists – Brooke Medina from Carolina Journal, Dane Huffman from the Triangle Business Journal, and Thad Ogburn from the News & Observer – will share their thoughts on how PR professionals can craft better pitches and build stronger relationships with the press to secure media coverage.

Breakout Session #1
Choose to attend one of the following two sessions:

• The Relevance of Newspapers in Today’s Digital World
  Speaker: Phil Lucey, Executive Director, North Carolina Press Association

  Today’s newspaper is continuing to transform and evolve, yet the mission has not changed – to be a community forum, watchdog, and place for all local news and information. In this session, you’ll learn how you can harness the power of newspapers for your community and your clients.

• How to Grow Your Agency
  Speakers: Monty Hagler, CEO and Founder, RLF Communications & Heather Matthews, CEO, NP Strategy; Moderated by Mary Cullen, Manager, NP Strategy

  Join industry leaders for an insightful panel as two communications firm heads share their journeys of agency growth, highlighting key strategies and lessons learned. This session offers a deep dive into effective methods for scaling success in the strategic communications industry.

Breakout Session #2
Choose to attend one of the following three sessions:

• Narrative Disruption: Rethinking Earned-Led Storytelling in a Fragmented Media Landscape
  Speaker: Erin Ledbetter, Head of Strategy and Digital, Ketchum

  In today’s rapidly evolving communications environment, the traditional concepts of earned media are being fundamentally challenged. With our tools evolving faster than ever, modern storytellers must rethink what it means to be “earned” in a world where content is consumed across an ever-expanding array of channels. This session explores how to navigate these platforms, adapt your storytelling for credibility and influence, and leverage new technologies like AI.

• Harnessing the Power of Culture in Your Communications
  Speaker: Najuma Thorpe, Director, Communications and Stakeholder Engagement, U.S. Steel

  Culture is an “elephant in the room” for most organizations – something that everyone sees but no one acknowledges. But culture can be one of an organization’s most powerful weapons. Organizations that can identify, understand and leverage culture throughout the entity can successfully use it to bolster both internal and external communications. In this session, we will explore ways that you can harness the power of culture to strengthen your messaging and image with all stakeholders.

• An Antidote for Mistrust: Hyperlocal Communications
  Speaker: Tori Ludwig, Director & Public Engagement Practice Lead, E&V Strategic Communications

  Trust is a precious resource, one difficult to earn and harder to keep. In our business, we study trust—how to foster it, how to sustain it, and how to repair it when broken. And we know communications is a critical part of the equation. During this session, attendees will learn what hyperlocal communications look like, when to consider hyperlocal communications, and common strategies and tactics that break down barriers, create understanding and establish trust.

Breakout Session #3
Choose to attend one of the following three sessions:

• Navigating PR Challenges in the New Media Landscape
  Speakers: Brandon Ives, CEO, Brasco & Greg Behr, Senior Director, PR & Strategic Communication, Brasco

  Today’s media landscape has undergone a significant transformation and is evolving quickly through technological advancements and the rise of digital platforms. These changes present obstacles for PR professionals. This presentation will cover: managing effective PR through digital channels, the integration of video and creative content for effective PR, managing traditional media challenges and utilizing data analytics.

• Working in Lockstep with Legal
  Speakers: Christian Dysart, Shareholder and Attorney, Maynard Nexsen & David Hamilton, Director of Communication, North America, Lenovo; Moderated by Mary Cullen, Manager, NP Strategy

  Whether you’re in-house or agency, you will likely have to work in conjunction with a legal team at some point during your communications career. In this session, we’ll discuss the importance of working in lockstep with legal to protect the reputation of the organization you represent and attendees will learn best practices and helpful tips.

• Empowering Emerging PR Professionals
  Speaker: Anna Beth McCormick, Senior Account Specialist, E&V Strategic Communications

  The future of the public relations and communication industry are college students. Do students know that a job like yours exists? Join this breakout session for a discussion about the different ways you and your organization can engage with universities and student organizations to build awareness for the industry, recruit new talent, and influence the next generation of PR practitioners.

Afternoon Keynote – Six Practical Rules for Crisis Communications

In an era of bitter polarization, PR professionals must be better prepared than ever to manage communications surrounding the crises that will inevitably arise.

Greg Trevor will share common-sense skills and insights from decades of difficult – and sometimes painful – crisis communications experiences.

Greg also will provide fellow communicators with:

• Steps they can take to be ready for crises before they occur;
• The latest tools to identify and anticipate potential crises;
• Practical rules to effectively manage communications in the middle of a crisis; and
• Best practices to apply the lessons from crises in the aftermath.