eimagined
Relationships • Enterprising • News • Opportunity
PRSSA Regional Conference | Reno, Nevada | April 7 - 9, 2017
Welcome to Reno
Reno is at the heart of the American West. Nicknamed “The Biggest Little City in the World,” the city sits right next to the beautiful
Sierra Nevada mountains and Lake Tahoe, making it a convenient location for all the outdoor lovers out there.
Reno is in the midst of a massive rebranding campaign. Once famous for its casinos and as the birthplace of Caesars Entertainment
Corporation, the city has become a hub for both start-up businesses and major technological corporations such as Tesla and IGT,
making it a great city for young professionals and experienced professionals alike. Additionally, with the city’s booming MidTown
arts district, the art connoisseurs will find great pleasure in exploring the different forms of art Reno has to offer.
With the luxuries of a big city while simultaneously emphasizing the comforts of a small town feel, Reno is home to a strong Wolf
Pack. As an up-and-coming college town, the city proudly graduates several thousand students per semester from the University
of Nevada, Reno and boasts a strong Wolf Pack community. Explore the growing city by taking a stroll through the city’s 200+ parks
and experience the beauty and opportunity Reno has to offer.
Wardrobe
Attendees should dress in business attire for all conference sessions (which includes modest blouses, suits, slacks or nice jeans,
ties, and dresses - shorts are not acceptable). The Opening Night Mixer on Friday is cocktail attire.
Reno’s spring is accompanied by a temperate weather — average high temperatures range from the mid-60s to the low 70s. The
weather is ideal for hiking in the nearby Sierra Nevada Mountains. But keep in mind that it can get cooler at higher altitudes and at
night, so pack some warmer layers.
Attendees should pack to accommodate varying conditions.
Etiquette
PReimagined is a professional event. Attendees are expected to represent themselves, their schools, and the Society in a professional manner. This includes dressing appropriately for events and limiting alcohol consumption as necessary.
Photography Notice
Please be aware that by participating in PRSSA’s public forum, “PReimagined: PRSSA 2017 Regional Conference,” you are automatically authorizing the Public Relations Student Society of America (hereafter “PRSSA”) and its employees, agents and assigns to use
your name, photograph, voice or other likeness for purposes related to the mission of PRSA and PRSSA, including but not limited to
publicity marketing, websites, other electronic forms or media, and promotion of PRSSA and its various programs.
Hospitality/Registration
Conference volunteers will be able to help you navigate the hotel and conference events, as well as where to go and what to see in
Reno. Volunteers will be prepared to advise you on restaurants, nightlife and local attractions throughout the city.
Special Needs
Contact PRSSA Nevada at [email protected] as soon as possible if you have any special needs, including but not limited to
dietary or health considerations. PRSSA Nevada will accommodate requests whenever possible.
Contact the Conference Committee
Email: [email protected]
Twitter: @preimagined17 and #PReimagined
Find us on Facebook: PRSSA Nevada
For more information, please visit http://www.prssanevada.com/
A Word From our
Chapter President
Greetings, Conference Attendees!
On behalf of PRSSA Nevada, I am thrilled to welcome you to PReimagined. Our team has worked hard to provide you a regional conference experience like no other.
Whether you are joining us to learn, grow your professional network, explore, or all of the above, you have
come to the right place. Public relations is a constantly evolving industry, and our guest speakers will share
exclusive tips and techniques to stay ahead. You will have the opportunity to network with students and professionals from around the country, which may significantly impact your job possibilities. As a California native,
I quickly fell in love with Reno. From the artistic MidTown district and the unique shopping and entertainment
experiences to our close proximity to Lake Tahoe, I encourage you to get lost in “The Biggest Little City in the
World.”
I have no doubt this is going to be a special weekend for all of us. Thank you for making the invaluable decision
to invest in yourself. By the end of this conference, I hope you are inspired to redefine the infinite possibilities
awaiting you within an industry reimagined.
Respectfully yours,
Cassandra Breazeale
PRSSA Nevada President
Events
Friday Events Schedule
Registra�on and Hospitality
11:00 a.m. - 12:00 p.m. and 2:00 p.m. – 6:00 p.m.
Room: Silver State 1 & Foyer
Agency Tours (Various Times Scheduled)
12:00 p.m. – 2:30 p.m.
The Abbi Agency
Access Event Solutions
Foundry Ideas
University of Nevada, Reno Marketing and Communications Office
Opening Night Mixer
6:00 p.m. – 8:00 p.m.
Room: Silver State 1
Saturday Events Schedule
Registra�on and Hospitality
8:00 a.m. - 10:00 a.m.
Room: Silver State 1 & Foyer
Breakfast and Keynote Speaker
8:30 a.m. – 10:00 a.m
Room: Silver State 1
Lunch and Keynote Speaker
12:45 p.m. – 2:00 p.m.
Room: Silver State 1
Sunday Events Schedule
Con�nental Breakfast and "4 in 60"
8:30 a.m. - 10:15 a.m.
Room: Silver State 1
Closing Keynote and Closing Remarks
10:15 a.m. – 11:15 a.m.
Room: Silver State 1
Events
Breakout Sessions Schedule
Rela�onships
10:15 a.m. – 11:15 a.m.
Room: Nevada 1...........................................I’m Gradua�ng, Now What? – New PR Professionals Panel
Room: Nevada 2...................................Presen�ng Yourself – Resume, Por�olio, Interviewing, LinkedIn
Room: Nevada 3................................................................Hollywood: The Good, The Bad and The Ugly
Room: Nevada 4...............................................................................Deal or No Deal: Nego�a�ng Salary
Enterprising
11:30 a.m. – 12:30 p.m.
Room: Nevada 1...............................................................................For the Love of Event Management
Room: Nevada 2..........................................................Breaking the Mold: Crea�ve Business Marke�ng
Room: Nevada 3...........................................................................................................Intrapreneurship
Room: Nevada 4...................................................Star�ng Your Own Firm - Vision, Value and Visibility
News
2:15 p.m. – 3:15 p.m.
Room: Nevada 1..............................................................Media Evalua�on: Is My Campaign Cu�ng It?
Room: Nevada 2.............................Lights, Camera, ACTION: Camera Training – Crisis Communica�on
Room: Nevada 3.....................................................................................................Media Rela�onships
Room: Nevada 4...........................................................................................................Nonprofit Media
Opportuni�es
3:30 p.m. – 4:30 p.m.
Room: Nevada 1..................................................................Home Run Social Media Strategies – Sports
Room: Nevada 2......................................................................................................One Client VS Many
Room: Nevada 3..............................................................................Five Steps to Telling the Tech Story
Room: Nevada 4.......................................................................Sustainability - Green is the New Black
RIM
RESERVE
VIP LOUNGE
CRYSTAL
BAR
CASCADE
LOUNGE
NT
IN
Visual Guide
A
CKS
IMPULSE
ALLURE
2ND STREET
EXPRESS
SPARE TIME
SNACK BAR
ESCALATOR TO
SPA LEVEL & SHOPS
ELEVATORS
ELEVATORS
ESCALATOR TO
SPA LEVEL
GRAND SALON
CONVENTION
REGISTRATION
DESK
CHARLIE
PALMER
GRAND
CAFÉ
RENDEZVOUS
BAR
SUMMIT
PAVILION
ROOM
GRAND BALLROOM
CARSON
1
CP
LOUNGE
CA
BALLROOM
3
CARSON
2
BRISCOLA
OUTDOOR
SPORT
PRO
IMAGE
CRYSTAL CRYSTAL
1
2
ELEVATOR TO
SPA LEVEL & SHOPS
COPPERTOP
BAR
BOWLING CENTER
CONVENTION SALES
CRYSTAL CRYSTAL CRYSTAL
& CATERING
3
4
5
ESCALATORS
AND STAIRS TO
MEZZANINE
THE BUNKER
INDOOR GOLF
N
W
O
ET
’S
FL
N
UF
W T
O SE
SH
C L LO
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10:15 a.m. - 4:30 p.m.
N1
N2
N3
N4
GROUP
FITNESS
CLASSES
N5
GRAND
SWEETS
& TREATS
RT
G U CH
YO EA
B
Spa Level
Breakout Sessions
ROUND
TABLE PIZZA
N6
N7
THE UPPER DECK
FOR MEN
CONVENTION
REGISTRATION DESK
NEVADA CONFERENCE
& EXHIBITION CENTER
NEVADA FOYER
N12
N10
N9
N8
GRAND
GOLD
COIN
GRAND SIERRA
CINEMA
SPA AND
FITNESS CENTER
2BELLA
ESCALATOR TO
LOBBY AND CASINO
ESCALATOR TO
CASINO LEVEL
BUSINESS THE
CENTER BOARD
ROOM
PORT OF SUBS
ELEVATORS TO LOBBY
AND GUEST FLOORS
JOHNNY
ROCKETS
N11
FUNQUEST
FAMILY ARCADE
WEDDING CHAPEL
DOG
WALK
AREA
THE BEACH
SIERRA BAY LAKETOP
GOLF DRIVING RANGE
SILVER STATE
PAVILION
RV PARK Events
Friday
Registra�on and Hospitality
Opening Night Mixer
775.789.2000 | grandsierraresort.com
Saturday Events
Registra�on and Hospitality
Breakfast and Keynote Speaker
Lunch and Keynote Speaker
Sunday Events
Con�nental Breakfast and “4 in 60”
Closing Keynote and Closing Remarks
Scheduled Events
Friday, April 7
11:00 a.m. - 12:00 a.m. and 2:00 p.m. – 6:00 p.m. Registration and Hospitality
Silver State 1 & Foyer
12:00 p.m. – 2:30 p.m. Agency Tours (Various Times Scheduled)
The Abbi Agency
Access Event Solutions
Foundry Ideas
University of Nevada, Reno Marketing and Communications Office
6:00 p.m. – 8:00 p.m. Opening Night Mixer
Room: Silver State 1
Social Media - It’s More Than Cat Photos and Selfies
Erin Mikail Fuss - Freelancer
Reception hosted by The Reynolds School of Journalism
Saturday, April 8
8:00 a.m. - 10:00 a.m. Registration and Hospitality
Room: Silver State 1 & Foyer
8:30 a.m. – 10:00 a.m. Breakfast and Keynote Speaker
Room: Silver State 1
Reality of Breaking Into the Entertainment Industry
Welcome to the real world, pre-professionals! Have dreams of breaking into the entertainment scene? Katie Hutchings from Heavenspot will give you a candid view on how to get there.
Katie Hutchings - Heavenspot
Breakout Sessions
“Relationships” 10:15 a.m. – 11:15 a.m.
I’m Graduating, Now What? – New PR Professionals Panel
Room: Nevada 1
The day you walk across the stage and grab your degree is just around the corner. Still unsure how to answer the question, “What
do you plan on doing after you graduate?” Our panel of PRSSA alumni can help answer your questions about stepping out into the
professional world.
Reed Cormier - Roche Family Winery
Matt Lush - Chief of Staff to Senator Heidi Gansert
Shelby Wilburn - Styled by Shelbs
Connor Christiansen - Bareknuckle Brand Marketing
Jena Venezuela - Renown Health
Presenting Yourself – Resume, Portfolio, Interviewing, LinkedIn
Room: Nevada 2
Learn how to perfect your resume, build a one-of-a-kind portfolio, ace any interview and build a LinkedIn profile to represent your
own personal brand -- all brought to you by Ashley Pierson of Target, one of the largest retailers in the U.S.
Ashley Pierson - Target
Scheduled Events
Hollywood: The Good, The Bad and The Ugly
Room: Nevada 3
The do’s, the don’ts, the realities and the misconceptions: get the inside scoop on what the entertainment industry is really like
from the inside.
Katie Hutchings - Heavenspot
Deal or No Deal: Negotiating Salary
Room: Nevada 4
Your salary can make or break you accepting a job offer, but as a young professional, it can be an especially daunting task. Learn
how to efficiently negotiate your salary with a new employer -- no mental breakdowns required!
Alison Gaulden, APR - University of Nevada, Reno
11:15 a.m. - 11:30 a.m. Mid-morning Break
“Enterprising” 11:30 a.m. – 12:30 p.m.
For the Love of Event Management
Room: Nevada 1
Are you a planner? Do you have a knack for organizing events and projects or want to improve those skills? Danielle Ballard of
West Palms Event Management gives us first-hand look at what it takes to put on a full scale event, such as the internationally-ranked Equestrian World Cup Qualifiers.
Danielle Ballard - West Palms Event Management
Breaking the Mold: Creative Business Marketing
Room: Nevada 2
Business is sometimes seen as dull and stiff. But people like Brianna Bullentini mold business into a new form and show you how
you can make the world of business bright and bold by honing in on your creative and strategic communications skills.
Brianna Bullentini - RAWBRY
Intrapreneurship
Room: Nevada 3
Intrapreneurship is responsible for a lot of product innovation around the world today and many organizations are looking for
employees that, when given the freedom and resources, can behave like an entrepreneur and initiate new projects and business
ventures for the company. Cheree will share her experience with intrapreneurship at NV Energy over the last 20 years.
Cheree Boteler - NV Energy
Starting Your Own Firm - Vision, Value and Visibility
Room: Nevada 4
Want to be your own boss? Learn the ins and outs of getting your idea off the ground and starting your very own firm or business.
Gerard Corbett, APR - Redphlag LLC
12:45 p.m. – 2:00 p.m. Lunch and Keynote Speaker
Room: Silver State 1
Reimagining Public Relations Through a Tech Lens
The power of technology and behavioral sciences has helped David LaPlante craft successful pitches to Fortune 500 and international companies. Learn innovative ways to tell your story.
David LaPlante - PropertyRadar
Scheduled Events
“News” 2:15 p.m. – 3:15 p.m.
Media Evaluation: Is My Campaign Cutting It?
Room: Nevada 1
How do you measure success? Ashley Brune of the Abbi Agency will discuss how her and her team, who have managed clients
such as 23andMe and Nature’s Bakery, evaluate campaigns.
Ashley Brune - The Abbi Agency
Lights, Camera, ACTION: Camera Training – Crisis Communication
Room: Nevada 2
Do you feel prepared to speak in front of the media during a crisis? In this session, you’ll not only learn how to craft your message
for the press, but you will also have the opportunity to practice it yourself with cameras!
Gil Moegerle - Communications Consultant
Media Relationships
Room: Nevada 3
Maintaining close relationships with the media are essential in your career. In this session, you will learn how to successfully communicate and foster relationships with journalists.
James Jackson - NBC News
Kristen Go - Common Sense
Nonprofit Media
Room: Nevada 4
Nonprofit media professionals are true innovators; they wear a multitude of hats and develop campaigns that spread their message, oftentimes with an extremely limited budget. Learn how you can make a career in the nonprofit world.
Rick Batyko, APR - Team NEO / Cleveland Plus
3:15 p.m. - 3:30 p.m. Mid-Afternoon Break
“Opportunities” 3:30 p.m. – 4:30 p.m.
Home Run Social Media Strategies – Sports
Room: Nevada 1
Learn how to craft grand slam social media messages in the world of sports. William Lee is excited to join us virtually for this session.
William Lee - Major League Baseball Network
One Client VS Many
Room: Nevada 2
Evynn McFalls from The Abbi Agency New York and Jessica Airey from the Clorox Company will discuss what it takes to work for
one brand versus many.
Evynn McFalls - The Abbi Agency NYC
Jessica Airey - Clorox Company
Scheduled Events
Five Steps to Telling the Tech Story
Room: Nevada 3
Customer relationship management (CRM) tools are important to determine your audience and the best messaging. Learn how
CRM systems can help you develop the right message for your target audience.
Sandi Renden - Server Tech
Sustainability - Green is the New Black
Room: Nevada 4
Sustainability and living “green” is not only a growing trend amongst consumers but also amongst businesses. Learn how to use
your storytelling skills to give sustainability a voice in business.
Diane Martin, PhD. - Author of Sustainable Marketing
Sunday, April 9
8:30 a.m. – 10:15 a.m. Continental Breakfast and “4 in 60”
Room: Silver State 1
R in R.E.N.O. - Make a Mark on Your Relationships
From working for the LA Times to owning her own PR agency and opening HomeNV, her own real estate office, Irene Voronel
knows the value of relationships and will address how fundamental they are in every industry.
Irene Voronel - HomeNV and I Love Reno Magazine
E in R.E.N.O. - Likes, Clicks & Shares Don’t Move the Needle - It’s About The Strategy
While social media is crucial in business, Ira M. Gostin will share what else is needed in order to meet your goals.
Ira M. Gostin, MBA - 120 West Strategic Communications
N in R.E.N.O. - Consumer Complaints: Responding to Reporters
From newspapers to social media feeds, news is an ever-changing platform. With fake news on the rise, how are we going to shut it
down? James Jackson will share his ideas on how to filter through the clutter.
James Jackson - NBC News
O in R.E.N.O. - Opportunities for Mobility in Washoe County
Reno is an ever growing community and the Regional Transportation Commission has been a big part of it with their Virginia Street
Improvement Project. The project required public outreach in order to engage the community. RTC saw the opportunity to better
the community’s transportation through its public outreach.
Joseph Harrington - Regional Transportation Commission of Washoe County (RTC)
10:15 a.m. – 11:15 a.m. Closing Keynote and Closing Remarks
Room: Silver State 1
My Moments of Transformation
Judy took her love for shopping and fashion and built an empire. From consulting and creating clothing line’s for Mary-Kate and
Ashley Olsen and Melissa McCarthy, she has made her mark as a boss and will give you tips on how to do the same.
Judy B. Swartz - Visionary Brands, LLC
Thank you
Our sponsors have made all of this possible.
Server Technology
Regional Transport Commission
120 West Strategic Communications Symphony Talent
Branded Screen Printing
NV Energy The Abbi Agency
Sonray Construction
And a special thanks to...
Our Guest Speakers
City of Reno, Mayor Hillary Schieve
Delicious Designs
HomeNV Real Estate Services
In Plain Sight Marketing, LLC
Little Waldorf Saloon
Nothing Bundt Cakes
PRSSA/RSJ Alumni Classes ‘87-‘02
RAD Strategies, Inc.
Redphlag, LLC
Reynolds School of Journalism
Sierra Strategies
Tahoe Trail Bar
Target
University of Nevada, Reno Marketing and Communications Office Weidinger Public Relations