Social Media + Word of Mouth + Digital Marketing = Digital PR

Roundtable moderator: John Bell, managing director/ ECD, 360° Digital Influence team , Ogilvy Public Relations Worldwide

Public relations has been activating word of mouth since the beginning of the discipline. So, is word of mouth new? What is social media if not a new set of tools and behaviors to participate in word of mouth? Let's face it, WOM is new. Digital technologies and trends in trust shine a new spotlight on what is possible via social media and word of mouth to raise awareness, affect purchase intent, change behaviors and build advocacy for a brand or an issue. Yet everybody and his brother has claimed some type of ownership of the social media phenomena. Isn't it 'public relations' and a  new form of earned media? And what about digital marketing, don't we have to b masters of that to get the most out of WOM? How can public relations lead best practices in both social media and word of mouth for our clients?

Brands with Purpose

Roundtable moderators: Mitch Markson, president, consumer brands; global creative director: Edelman; and Caroline Dettman, GM, EVP, US consumer practice director

Learn how the intersection between corporate social responsibility and cause marketing is creating a new kind of relationship between consumers and brands, one of "mutual social responsibility." Discover why marketing with meaning and brands that champion social causes are resonating with consumers more than ever before...but in entirely new ways. And be one of the first to hear Edelman's new global data about consumer attitudes towards social purpose, the issues that matter most, and changing expectations for brands - and consumers themselves - to "do more." The survey will reveal some surprising truths about the "buy-goods-to-do-good" movement that is growing around the world.

Working with Millennials

Roundtable moderator: Marian Salzman, CMO, Porter Novelli

They're here, they're shaking things up, and soon they'll be calling the shots. They are Millennials, and there's no doubt they're reshaping the way business is done. Throughout the developed world, the demographic bulge of Baby Boomers is moving into retirement, and Millennials will be taking their place. Their disinterest in professionalism and expertise, their loss of faith in certifications and, perhaps most significant, Millennials' lack of interest in privacy are not trivial matters. While some employers and senior colleagues may hope these changes are temporary, there's no denying that at least some will have lasting effects. The question is, Which ones?

What's next for the Media?

Roundtable moderator: Andrew Heyward, Board Director, The NewsMarket and former President of CBS News.
Focused on predictions & opinions on media changes we'll see in 2009 and beyond this roundtable will focus on these questions: Will traditional media experiment with the content aggregator model? What further changes will we see to broadcast TV in 2009 and beyond? Will newspaper groups continue to consolidate and what business model will prove successful? How will the digital switch in February 2009 impact the TV business? Is there still money to be had in news? Will corporate news providers start competing with traditional news brands?

Is Green Gone, or Going Strong?

Roundtable moderator: Jon Coifman is VP and co-lead of the Environment Practice at Waggener Edstrom Worldwide.

Everywhere you looked for the past two years, somebody else was going green. Business. Culture. The media. But will rising energy prices, a tougher economic environment and sheer green fatigue mean an end to this trend? Powerful underlying currents suggest otherwise. Risks to our health, natural resources and climate are alive and well. The solutions will create significant business opportunities. But, for companies that want to tell a green story, the bar is getting significantly higher and harder to clear. The discussion will focus on how companies can communicate authentic messages on environment and clean technology solutions; influence key audiences directly with powerful new digital approaches; and get ahead of challenges and trends to better focus their story and results.

Hack My Brand: Conquering Caution and Ceding Control

Roundtable moderator: Rob Flaherty, Senior Partner/President; Ketchum, Nick Ragone, SVP, Ketchum; and Chris Kooluris, Senior Media Specialist, Ketchum

Online media channels, such as blogs, social networking sites and feedback sites, are a boon for marketing and public relations in that they allow brands to have a dialogue with consumers. But there's a downside: They also empower consumers to tune out everything and anything they're not interested in -- which unfortunately for brand marketers, usually means them. How do you communicate with an audience that is capable of tuning your message out? One way: let them hack your brand. Learn how to engage enthusiast groups on their terms -- view the world through their eyes, not the brand's perspective. Create marketing and PR programs geared around their interests, not yours. This entails a certain amount of risk-taking -- ceding control of the brand to its enthusiasts -- which companies are sometimes resistant to do. How can you do this and yet deliver a message? How do you manage the risk? What happens if enthusiasts interpret it differently than you had hoped for? We will explore these questions and provide examples of what's working today.

Digital Public Affairs

Roundtable moderator: Ken Eudy, CEO, Capstrat

From the presidential campaign to local zoning cases, combatants are going online to gain an advantage in public affairs battles. This roundtable discussion, moderated by Capstrat CEO Ken Eudy, will take a look back, and then scope out what's next in digital public affairs.  The discussion will range from how the presidential campaigns blazed new paths in digital communications to how digital public affairs persuaded the legislature to mandate a longer summer vacation for North Carolina school children.

Womenomics - The Rise of Women as Power Influencers

Roundtable moderator: Gail Heimann, Co-President, Global Consumer Marketing, and President, Weber Shandwick

They are the world's most powerful consumers. They are a growing force of entrepreneurs and investors. How does the rise of women as power influencers, power purchasers and power executives impact the next wave of public relations? How do we reach, influence and inspire this more empowered generation of women? How do we ensure that our profession attracts and retains them? And how do we ensure that their opportunities for advancement in PR are consistent with their dominance as consumers?