Convergence 2008

8:30 a.m. - 8:50 a.m.	Registration
8:50 a.m. - 9:30 a.m.	Roundtable Session 1
9:30 a.m. - 9:40 a.m.	Break
9:40 a.m. - 10:20 a.m.	Roundtable Session 2
10:20 a.m. - 10:30 a.m.	Break
10:30 a.m. - 11:10 a.m.	Roundtables Session 3
11:10 a.m. - 11:20 a.m.	Break
11:20 a.m. - 12:00 p.m.	Roundtables Session 4

Roundtable Topic	Topic Description
Customer Service KPIs Converging with Traditional Media Relations Metrics Co-Moderated by Dave Armon, President, PR Newswire and Ray Kerins, Vice President, Worldwide Communications & Head of Global Media Relations, Pfizer, Inc.	The way in which the job performance of professional communicators is evaluated is evolving. Analytical models have been created to measure how effective an individual is in communicating key messages to target audiences. Borrowing liberally from traditional sales and service organizations, some media relations pros are being rated by peers, internal customers and even reporters.
Integrated 360 Degree Communications On A Tight Budget Moderated by Kimberly Bayer, Vice President, Marketing, Alternative Investments Services, J.P. Morgan	How do you achieve objectives with a reduced budget? How do you sell stakeholders on investing in new programs given the state of the economy? What are case studies and lessons learned from communicators that successfully achieve their objectives with less money?
Investing in New Media and Managing New Web Media, Marketing, and Content Initiatives in a Time of Financial Crisis Moderated by Dan Burstein, Managing Partner, Millennium Technology Ventures
Reaching The Youth With Integrated Programs Moderated by David D. Burstein, Founder and Executive Director, I'm 18 in 08	How do communicators connect with young people? What's different about how young generations think and act? How do communicators leverage convergence to reach them?
Social Media & Convergence Moderated by Robin Carey, CEO and Cofounder, Social Media Today LLC	Lessons learned about incorporating social media strategies into integrated communications plans
Communications, Technology & The Economy Moderated by Saswato Das, Director, Global Media Relations, Global Communications, SAP AG	Managing communications through technology in tough economic times.
Video Convergence Moderated by Matt DeLoca, SVP, Sales and Marketing, The FeedRoom	Online video has been a key driver of the Convergence of communications. Video has historically been one of the most "silo-ed" of media types...PR had their VNR, Marketing had their 30 second spot and Sales had their "demo tape". Now these video communications are colliding, mashing, and blurring - and not just online. Consider the reality that consumers are making Super Bowl commercials. Is that PR? Advertising? And would it work without YouTube? Companies are making and distributing their own reality shows... calling in corporate transparency... Is that IR? PR? Marketing? Yes it's all 3.
Integrating Sales and Business Development With Communications Moderated by Jeremy Dickstein, Director of Business Development Communications, Citi Smith Barney	What are best practices and case studies of leading organizations who integrate their sales functions with communications? Why do so many companies have trouble with getting sales and marketing/communications on the same page? How does convergence offer a big opportunity to bridge the gap between sales and marketing communications?
The Brand As A Media Company Moderated by Andrew Fox, Senior Manager, Global Communications, AMD	What are case studies of brands who produce and distribute their own media as channel to reach their audience directly? What are the key lessons learned? How do you integrate media programs with other communications channels?
Convergence: How PR Agencies Can Grab The Lead Moderated by John Greenberg, President and Co-Founder, Goodmind	As a vendor to a number of PR firms, we have a unique perspective on the industry. We believe that PR agencies are in many ways best positioned to lead - and profit from - convergence. This roundtable will focus on strategies and tactics for PR agencies to position themselves for convergence. We will use a couple of case studies, some anecdotal examples and discuss among participants their own strategies for growth as it relates to specific convergence niches. The ultimate goal will be to have some practical examples, benchmarks and strategies for expanding the purview of your council.
Broadcast PR & Convergence Moderated by Todd Grossman, Vice President of Sales and Client Services, MultiVu	Discuss best practices as to what works and what does not, in producing, distributing, measuring and integrating VNRs, ANRs, SMTs, PSAs, and MNRs.
Beyond Measuring Media - A New Age in PR Accountability Moderated by Chris Johnson, Founder, dna13 Inc.	How do driving accountability, measuring action and increasing collaboration in large organizations amongst communications teams lead to better visibility, improved reputation and brand management? Can PR leaders continue to afford to manage their organizations without tracking organizational performance? As PR becomes a prominent focal point of the C-suite, what can communicators do to better leverage internal/external resources to generate more value?? What are the benefits (ROI) of measuring PR outputs in relation to the overall outcomes of your communications programs? What organizational standards can you set to gather relevant measurement data, and utilize it to make the business decisions to drive outcomes?
Convergence Case Studies Moderated by Melissa Keklak, Public Relations Manager, Casio America Inc.	What are practical examples of how leading organizations achieve marketing, communications and sales goals using integrated programs? What are the key lessons learned?
Measurement, Monitoring & ROI for Integrated Programs Moderated by Russ Mann, CEO, Covario, Inc.	How do leading organizations measure, monitor and prove ROI for their initiatives? What's different about measuring integrated programs? How do you measure different channels including social media, search, interactive, PR, and traditional advertising? What's different about each channel?
Web Video: The Convergence Medium of Choice? Moderated by Kris Oser, Director of Strategic Communications, eMarketer	How do savvy communicators embrace web video as a cost effective medium to connect with their market, employees and key stakeholders? What are case studies of how leading brands achieve communications goals using web video while saving money compared with other mediums?
Technology's Role in Convergence Moderated by Steve Rubel, Author, Micropersuasion Blog & Senior Vice President, Director of Insights, Edelman Digital	Understanding the future of the internet's impact on communications
The She Spot Moderated by Lisa Witter, Board Member, Climate Counts.org, and COO, Fenton Communications	Why women are the market for changing the world and how to reach them.