2018 Institute Presentation Details

8:15-9:30 am 

Resume of the Future: Meeting the demands of an evolving communications landscape
Andy Gerlt, Senior Director of Global Innovation Communications, Visa

Whether you’re at the beginning of your career or an experienced executive, chances are your job description has changed within the last five years – or maybe your role didn’t even exist when you entered the field. While the evolving workplace is a topic that reaches far beyond the marketing and communications function, we as communicators sit at a critical juncture within organizations of all sizes and types. Exploring the Resume of the Future, Andy will dive into the evolving role of a communications professional. He will share the skills necessary to remain one step ahead of the curve and stay relevant as new tools and challenges emerges.


9:45-10:30 am           

Even online, it’s all about the headline
Paul Furiga, President & CEO, WordWrite Communications LLC

While the days of screaming tabloid headlines may be (mostly) in the past, as a PR pro, you still need to grab attention for your words. And in the 21st century, that attention must be seized in more environments than ever, from social media to blogs or email subject lines. The common denominator to all that attention-getting is still a sharp, smart headline. In this interactive, hands-on session, Paul Furiga will share tips, tricks and strategies to grab attention in an era of information overload. You’ll learn to how to write for real people while honoring SEO algorithms and considering multiple platforms. In two decades as a journalist, Paul wrote more than 10,000 stories and wrote headlines for another 10,000 as an editor. In two decades a PR pro, he’s navigated the transition from faxed press releases to email and text alerts with a healthy dollop of Twitter mixed in. Come ready for fun and bring a sharp pencil and wit to match (or maybe even a laptop).


10:45-11:30 am         

Best Practices and Standards in PR and Social Media Measurement
Katie Paine, Founder, KDPaine & Partners Inc., and The Delahaye Group

For years PR was considered “unmeasurable” because its results were too intangible and amorphous to put numbers around.  All that changed about a decade ago when various industry groups got together to establish standards and best practices for measurement.  But all the standards in the world don’t help if you can’t translate them into practical day to day use. Today’s communicators need metrics more than ever.  With tight budgets and a proliferation of tools and techniques, PR pros are increasingly faced with tough decisions on where to put their resources. Only by figuring out what really matters, and then developing specific metrics to measure the programs, can the right choices be made. This presentation will provide an overview of t the standards and then provide numerous case studies of how organizations are putting them into practice every day.


12:30 – 1:45 pm         

Exploring the Social Media Editor’s Role in a Newsroom
Panelist include digital editors from TV, Radio and B2B publications.

Get ready to take notes. This panel discussion could change the way you approach every story pitch you make. Digital and social editors from print and broadcast media will convene at OctoPRfest to share their personal and organizational approach to news coverage in social media. The panel discussion will span topics including channel prioritization, audience profiles, impressions of successful or well-performing stories on social media and identified key performance indicators. We’ll delve even further to find out what these editors think makes a great news story for social media, as well as discuss the ways social media editors are influencing decision-making across the news room.


1:50 – 2:35 pm           

Celebrating 100 Years of Trust: A Closer Look at an Award Winning Campaign
Emily Abbas, SVP, Chief Marketing and Communications Officer, Bankers Trust

In 2017, Bankers Trust celebrated its 100 birthday. Over time, many companies have celebrated turning 100. But in the banking industry, staying local, with the same name for 100 years is, in its own right, a claim to fame. Bankers Trust used the Centennial celebration and theme “100 Years of Trust,” to engage employees, invest in the community, build brand awareness and reiterate the trust it has earned by nearly 70,000 customers.  Learn more about the Centennial celebration integrated marketing plan that helped the Bank meet its growth goals, increase sales and pave the path for its next 100 years.