8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairperson's Opening of Day Two & Presentation: How To Produce And Promote A Successful Podcast

Through the experiences at the U.S. Department of Treasury, Mommycast and working with several Fortune 500 clients at Porter Novelli, you will learn the specifics on how to produce and promote a successful podcast for your organization.

• The benefits of why a government organization should podcast
• The cost of getting started
• What technology is needed to get started
• Effective ways to promote a podcast
• Advantages on how a podcast will help promote your organization's marketing communications goals

Paul Vogelzang, Senior Vice President, Director of Persuasive Technologies
Porter Novelli

9:30 a.m.

New Media And Government Communications: Engaging The Blogosphere, On-Line Journalism To Enhance Your Public Information Goals

The Department of Defense (DoD) is a globally-engaged operation with many facets, which owes The Nation an accurate picture of developments within the DoD to facilitate national decision making efforts. Amongst the competing interests for news headlines, column inches and broadcast time, a combination of New Media and technology opportunities has allowed us a venue to enhance our public information goals and is in accord with DoD principles of information.

• The changing mediascape and how people rely on many sources and types of media for their information
• Clarifying misperceptions related to new media and how this can be accomplished through constant engagement
• Why some information doesn't rise to the level of a "story"
• Enhancing old and new media operations
• Contributing factors that give those in government and the public a meaningful voice toward the National Discourse

Roxie T. Merritt, Integrated Internal Communications
Charles J. Holt, Chief, New Media Operations, Office of the Assistant Secretary of Defense for Public Affairs, American Forces Information Service
U.S. Department of Defense

10:50 a.m.

How To Use Social Media Technology Strategically To Advance Your Communication Efforts

Social media, such as blogs, podcasts, social networks, wikis, mobile applications and games are redefining today's communication channels. By leveraging the unique characteristics of social media, public health professionals can gain access to target audiences at times when they are most receptive to persuasive health messages. By using these tools in strategic ways, the Centers for Disease Control and Prevention (CDC) is advancing the use of social media channels to improve health, prevent disease and encourage long-term participation in healthy behaviors.

Janice Nall, Director, Division of eHealth Marketing, National Center for Health Marketing, Coordinating Center for Health Information and Service
Erin Edgerton, Content Lead, Interactive Media, Division of eHealth Marketing, National Center for Health Marketing, Coordinating Center for Health Information and Service
Centers for Disease Control and Prevention (CDC)

Join a small group of your colleagues for lunch with an informal discussion facilitated by one of our expert speakers. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing challenges within social media.

1:10 p.m.

PR In A Web 2.0 World

Attend this highly interactive session to learn about the current evolution in the marketing & communications industry, in regards to social media and the tools that are helping to change the landscape. Communications professionals need to know how to use new media techniques in order to stay ahead of cutting-edge innovations.

• RSS or Real Simple Syndication
• Social Media (Blogs, Video Blogs, Podcasting, Multimedia, and Emerging Media Trends)
• Search Engines (Optimization, New Search Tools, Tagging/ Social Bookmarking)
• Web Analytics

Michael Pranikoff, Director of Emerging Media
PR Newswire

1:50 p.m.

From International Association of Business Communicators (IABC) Chair, Todd Hattori

Welcome To The World Of Web 2.0:
The Teen Years Of Social Media

In 1995, classmates.com introduced the power of Web 2.0 through online social networking. Two years later, the first business networking site was launched. Since then, online social media has developed based on "circles of friends," and "circles of trust." The commitment to open-source software development has contributed to rapid, user-centered enhancement and functionality. Early adopters -- the connected generation -- have entered or are entering the workforce and are influencing new practices in news creation and distribution, political conversations, business practices, and much more. How can organizations determine when, how, and why they should be involved in social media? What valuable information can social media teach us about our employees, customers, or constituents? How can social media make or break organization or personal image, brand, or reputation?

• Assess the right level and type of involvement for your organization based on desired outcome
• Advise your organization's leadership and decision makers on the relevance and value of social media
• Plan for and manage effectiveness and minimize risk
• Know how to passively benefit from social media even when active participation isn't right for your organization
• Capitalize on successes or bowing out gracefully

Todd Hattori, Technology Acquisition Services Manager
Washington State Department of Information Services
And International Chair
International Association of Business Communicators (IABC)

3:00 p.m.

How To Use Podcasting To Accomplish Your Public Relations Goals

Court Services and Offender Supervision Agency (CSOSA) began podcasting television and radio shows under the title of "DC Public Safety" in January, 2007. Learn how CSOSA's podcasts have become the highest ranked show for criminal justice issues in America and why their podcasts have been called a "national model for communication" by an international criminal justice association.

• Get measurable results from podcasting
• Use podcasting to Help You Achieve Your Public Relations Goals
• Obtain Assistance to Create Your Podcasts
• Utilize Both Audio and Video Podcasting and What You Need to Know About Both
• Create Interesting Radio Shows
• Market Your Podcast
• Determine the Costs of Podcasting

Tim Barnes, Enterprise Director
Leonard Sipes, Senior Public Affairs Specialist
Court Services & Offender Supervision Agency

3:50 p.m.

How To Use Social Media Tools To Tell Your Story In A Way That Engages Your Stakeholders And Accomplishes Your Mission And Goals

Using digital tools effectively can further engage your stakeholders whether they are employers, professional colleagues, members of your organization, constituents, or the broader public. For example, what blog can you create or social networking site can you use to send and receive messages? Learn the ways in which you can use the power of the visual medium and video to tell your story in a way that engages others and serves your mission and completes your objectives.

Scott Talan, Director of Communications
National Association of Schools of Public Affairs and Administration

4:40 p.m.
Chairperson's Recap:
Key Takeaways And What To Do When You Get Back To The Office

We'll recap the highlights of the past two days and ask you to share key insights and next steps with the group.