8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.

Chairperson’s Welcome & Speed Networking

Become acquainted with your fellow conference attendees in this fun and fast-paced forum!

David Blackburn, Director Federal Health Solutions
Sapient
Training Chairperson
@davidbburn

9:15 a.m.

Cutting Through The Clutter:
Public Health Communications In A Digital World

Reaching the health consumer of today (Patient, Researcher, Practitioner, Veteran, Caregiver) is more challenging than ever. We live in a digital world and we learn, live, consume, challenge and share in ways that were not imaginable just a few short years ago. The public is inundated on a daily basis with branded messages and deciding which messages are trustworthy is a major challenge. People are constantly on the go and to connect with them, you need to meet them where, when and how they so desire.

This session will focus on how leading commercial, public and not-for-profit organizations are able to cut through the clutter to achieve their objectives in this increasingly fragmented marketplace. You will leave this session knowing how to:

• Develop and use digital platforms to analyze, respond and be more efficient in reaching the public
• Use digital and multi-channel strategies and approaches to deliver results
• Incorporate behavior-based theory and approaches to meet your intended objectives

David Blackburn, Director – Federal Health
SAPIENT
@davidbburn

9:45 a.m.

Your Opportunity To Ask Questions

9:50 a.m.

Using Digital Tools To Inspire Action

From Twitter to texting, digital technology offers countless opportunities engage audiences in new and innovative ways. In this session, you will learn how FDA’s Center for Tobacco Products (CTP) uses a variety of digital tools to motivate action—tools you can also use to inspire your stakeholders about your cause, your brand, your product, or even a project.

Using the successes at CTP as an example, you will learn how to:

• Establish an integrated digital outreach strategy, including web, social media and tools like widgets, content syndication and more
• Design these digital tools in ways that captivate and encourage action
• Evaluate these channels using metrics that matter – getting beyond the ‘like’

Michael Murray, Senior Social Media Strategist
U.S. FOOD AND DRUG ADMINISTRATION,
CENTER FOR TOBACCO PRODUCTS
@MurrayComm

10:20 a.m.

Your Opportunity To Ask Questions

10:25 a.m.

Morning Refreshment & Networking Break

10:45 a.m.

Digest Session: Your Training Goals

This is your chance to discuss with your fellow attendees and speakers what your most pressing communication concerns are and what solutions you hope to gain during the training.

11:15 a.m.

Utilizing Social Media Tools To Increase Your Reach Without Increasing Your Costs

Injuries are the leading cause of death for young people from birth to age 19 in the United States. The Division of Unintentional Injury Prevention (DUIP) at the Centers for Disease Control and Prevention (CDC) is intent on raising awareness of this fact, as well as letting as many people as possible know what we can all do to protect the children we care about.

CDC staff set out to generate media coverage about this issue and what can be done to help keep more children safe.  In addition to media outreach, which included a press release and a media telebriefing by CDC leadership, social and digital media were central to the communication plan.  This outreach included:

• Three podcasts, syndicated through iTunes, and several posts and tweets from CDC’s Facebook and Twitter profile that helped get messages out to several thousand subscribers, fans and followers.
• A button that highlighted the issue was made available for everyone to use and post to their own blogs and websites
• Google ads helped get the message out with more than 6,300 people clicking through for more information
• Mommy blogger outreach helped successfully encourage posts from prominent bloggers who have more than 10,000 Twitter followers

You will leave this session with evidence and a clear understanding that social and digital media can effectively increase your reach without increasing your costs, including how to:

• Incorporate social media into your communication plans and strategies
• Reinforce print messages and broaden your reach by using Twitter, Facebook, Google ads, buttons, badges, and blogger outreach
• Use internal resources to accomplish increased reach without increased costs
• Use metrics to track your social media return-on-investment

Shelley Sheremata Hammond, MMC, Health Communications Specialist
DIVISION OF UNINTENTIONAL INJURY PREVENTION,
CENTERS FOR DISEASE CONTROL AND PREVENTION
@CDCinjury

11:45 a.m.

Your Opportunity To Ask Questions

11:50 a.m.

How To Use Wikipedia To Deliver, Motivate And Move Your Agenda

At the National Institute for Occupational Safety and Health (NIOSH), the use of Wikipedia has been particularly helpful in reaching non-professional audiences, expanding stakeholder engagement on topical issues of importance, expanding reach, assisting search engine optimization and opening the long tail of information dissemination to important but less obvious findings of health and safety research.

This session will highlight key factors (the good, bad and the ugly) that should be understood and considered when using Wikipedia in your own communication strategy, including the:

• Steps to maintain an enterprise agile and motivated enough to engage and manage information dissemination in the public space
• Level and application of appropriate human and fiscal resources
• Appropriate ways to measure the success of your Wikipedia initiatives
• Initiatives to assure you can protect the science and still expand the conversation

In addition, you will hear about NIOSH’s progress using qualitative comparison data, click- thru metrics, content analysis and focus group information on the use of Wikipedia to deliver and measure the dissemination of occupational safety and health information, and expand engagement with both professional and public audiences.

Max Lum, Senior Consultant, Office of the Director,
e-Communication & Research Translation
NATIONAL INSTITUTE FOR OCCUPATIONAL SAFETY AND HEALTH

12:20 p.m.

Your Opportunity To Ask Questions

12:25 p.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for a themed lunch with an informal discussion surrounding a public health communications hot topic! Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing public engagement concerns.

2:00 p.m.

Digest Session: Connect The Content

We’ve heard from a number of speakers, now we’d like to hear from you. Network and discuss with fellow training attendees and speakers what tools (New & Traditional Media) you’re using to communicate with the public and where you have found the most success.

2:30 p.m.

How To Plan And Implement A Cross-Channel Social Media Strategy

Social media is an important part of the National Cancer Institute's (NCI) digital strategy to accomplish its information dissemination mission. Using multiple channels, NCI is not only able to ensure that it's messages reach a variety of audiences but also to engage with audiences wherever they are.

You will hear how the NCI is leveraging social media by developing and implementing a cross-channel social media strategy that includes Facebook, Twitter, YouTube, and communities of practice. You will also learn about how NCI accomplishes it's goal through editorial strategy, message framing and coordination, and effective community management. By the end of this session, you will be able to apply these same practices within your own agency.

Lakshmi Grama, Senior Digital Content Strategist
NATIONAL CANCER INSTITUTE
@lgrama

3:00 p.m.

Your Opportunity To Ask Questions

3:05 p.m.

Afternoon Refreshment & Networking Break

3:25 p.m.

How To Create An Agency-Wide Social Media Policy

Social media is an important part of the Agency for Healthcare Research and Quality’s (AHRQ) communications strategy. Realizing that they needed a strategy that incorporated today’s technology to increase their scope within dissemination, they brainstormed to develop a social media policy that was built on HHS’s comprehensive guidelines but tailored enough to meet the needs of their agency.  
 
In this session, you will hear how AHRQ developed a comprehensive social media policy that included Facebook, Twitter, YouTube, and blogs as well as learn how to:

• Receive buy-in from key staff members
• Distribute key information for a roll-out within your agency
• Ensure contractor compliance

At the end of this session, you will be able to take AHRQ’s lessons learned and apply them to your own practices to help you develop/refine your agency’s own social media policy.

Alison Hunt, Health Communications Specialist
AGENCY FOR HEALTHCARE RESEARCH AND QUALITY

3:55 p.m.

Your Opportunity To Ask Questions

4:00 p.m.

Digest Session: Your Experience With New Media

Thinking back to the presentations you’ve heard, and your personal experience, discuss with your fellow attendees and speakers an example of the most successful engagement you’ve experienced with releasing new communications.

4:30 p.m.

Day One Wrap Up

David Blackburn, Director Federal Health Solutions
Sapient
Training Chairperson
@davidbburn

4:45 p.m.

Networking Reception: Please Join Us!

We invite you to join us for a drink as you relax with your peers. All training attendees and speakers are welcome to join us for this special opportunity to continue networking. Don't miss this chance to benchmark new ideas over complimentary drinks!

Sign up during the day for dinner with a group. Take advantage of Washington, DC’s fine dining while you continue to network with your colleagues.