We’ve all been in that conference, you know the one, in which expert after expert stands up in front of the room, clicks through presentation slides and drones on and on about a particular topic. Yes, some of these speakers are entertaining, some are monotone, and most you do learn from, however, other than the few minutes of Q & A at the end of each presentation, there’s not much time to really discuss and explore the topics. This can really be a waste of valuable resources, since there are usually several meeting participants in attendance that have great first-hand knowledge to share, interesting and engaging questions to explore, and some even with expert knowledge that can shed light on the topics.

So the question becomes, how do we tap into all the knowledge, energy and experience of these conference participants? Planning an unconference is the most successful and proven way to enable a great participant-driven meeting. No, that’s not a typo, I meant to write unconference. At an unconference, the agenda is created by the attendees at the beginning of the meeting. Anyone who wants to initiate a discussion on a topic may claim a time and a space. Unconferences typically feature open discussions, rather than having a single speaker at the front of the room giving a talk. This format opens participants up to new ways of thinking and fresh ideas, spawns creativity, ignites passion, defines problems and taps into people’s problem-solving skills.

We will use this unconference format for the PRSA 2012 Leadership Assembly meeting, held Saturday, Oct. 13, 2012, in San Francisco, Calif. I know what you’re probably thinking. This sounds chaotic and kind of scary. I’m used to order and having a solid agenda. We need to know what we are going to talk about! Rest assured that this is a normal reaction to this type of conference, and although it may seem chaotic, there is a method to this madness.

Continue reading " The 4 Rules of Unconferences: Tapping Into Conference Participants’ Knowledge "

Increase the value of your work to clients or your organization with measurement principles from the PRSA/AMEC Measurement Symposium , a special Sunday event on Oct. 14, from 8:30 a.m.–6 p.m., during the PRSA International Conference. Examine the Barcelona Principles with measurement experts from Starbucks, FedEx, Philips North America, Ketchum, Weber Shandwick, Waggener Edstrom Worldwide and more.

Save $50 on Symposium registration with code LD12 through Friday, Sept. 7.

The PRSA/AMEC Measurement Symposium, held on Oct. 14, is a one-day event to give PR practitioners a complete course on measurement and evaluation, as well as the tools they need to succeed.

Participation can be part of overall Conference registration, or you can purchase it separately.

As part of your registration for the stand-alone event, you also have the opportunity to attend the plenary Conference session that day featuring an array of speakers, as well as the opening party that night, which is a great networking opportunity.

Here are some details

Continue reading " Increase the Value of Your Work: Master Public Relations Measurement with PRSA this October "

It may be 98 degrees outside, but winter is coming.

As I mentioned in my previous post, I have a passion for period TV, and I really love “Game of Thrones.” In case you’re among the uninitiated, the series chronicles seven noble families fighting for control of Westeros, a mythical land that — among several fascinating traits — features seasons and climates of varying and completely unpredictable lengths and severities.

“Winter is coming” is the foreboding promise and motto of House Stark. The meaning behind the words is one of warning and constant vigilance. In a land where seasons are of an indeterminate length, this mantra reinforces that winter remains on the horizon even if we just wrapped what is the hottest July on record, and it very well could be a blazing-hot, ozone action day in your neck of the woods.

Uncertainty is certain: we know that we can’t definitively predict what our next business and communications “season” will be like — or even how long the one we’re in will last. Variables like the presidential election, European and Chinese economic instabilities, groundbreaking R&D and emerging cultural phenomena can shift communications and business climates overnight. But as communications professionals, we shouldn’t feel powerless in the face of unpredictability, because knowing that change is inevitable can actually center us — just as House Stark’s mantra keeps them focused and prepared.

I’m not the type to bask in the sun and deal with winter once it arrives; in fact, I’ve found that the sun’s warmth is all the more enjoyable knowing there’s a plan in place for my firm’s and our clients’ winters. I’ve found that the following steps have helped us prepare even our fastest-moving clients for the inevitable change in seasons, whenever that may occur: 

Continue reading " “Game of Thrones” and Conquering Communications Uncertainties "

Attend the APR Boot Camp, the final preparation for the Readiness Review and APR examination, in San Francisco from Oct. 10–13, just before the PRSA 2012 International Conference.

You’ve likely heard the clever catchphrase, “What Would Jesus Do?,” also known as WWJD, and found on beaded necklaces, charms, etc. Well, for the APR certification process, I coined my own extremely helpful version of that phrase: “What Would APR Do?,” or WWAD.

First, a little bit of background. I spent the majority of my professional life working as a radio and television news reporter. When I left the news business in 2002, I took on several governmental/political roles with some public relations functions. Now, working in my own business for nearly six years, I have been fortunate to have the opportunity to practice nearly every type of public relations discipline — from outreach to crisis communications. When I decided to pursue the challenge of obtaining my APR, I felt ready.

However, I quickly realized there was so much more to learn …

Continue reading " What Would APR Do? "