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2019 Communications School Agenda

TUESDAY, JUNE 25

ADVANCED TRAINING WORKSHOPS: 8:00 a.m. – 12:00 p.m.

Accreditation in Public Relations (APR) Jump Start Morning*

Laura Kirkpatrick, NAGC APR Liaison, Marketing Director for Red Bank RiverCenter
Ann Knabe,
 Ph.D., APR+M, Dean of Students, Associate Professor, and Reserve Component Chair at National Defense University
Kaye Sweetser
, Ph.D., APR+M, Director of the SDSU Glen M. Broom Center for Professional Development in Public Relations, Program Coordinator of the School of Journalism & Media Studies Military Public Affairs Graduate Program

This day – long, comprehensive session will help you get started on your journey to the coveted APR designation by reviewing the accreditation process and discussing the knowledge, skills, and abilities needed to successfully prepare a panel presentation and complete the exam.

The course is taught by seasoned APRs and focuses on numerous APR / APR+M examination topics, including:

  • What to expect during the APR / APR+M process
  • Ethics and law
  • Communication models and theories
  • Research, planning implementation, and evaluation
  • Crisis communication management
  • Media relations

*Accreditation in Public Relations (APR) Jump Start you must sign up for both the morning and afternoon sessions

Crop It Like It’s Hot! – Design Basics and Adobe Creative Adventures

Wendy Wagner-Smith, Founder and Principal, Wagner-Smith, and NAGC Communications Director

For a regular communications person, you can put together a pretty decent looking page in Word and an extremely legible slide in PowerPoint. But you know you need to and can do more. This half-day workshop will give you the foundational beginning skills you need to manage images and graphics and create document layouts that readers can use! We’ll start out learning the lingo of design and image management and exploring the principles of page design and usability. Then we’ll progress to the most basic functions of Adobe Photoshop and Adobe InDesign.

This will be a rank beginner’s introduction to the basics. If you’ve worked in this software previously, you’re already too advanced.

Participants must bring their own laptop and have the Adobe programs loaded (Windows-based laptops recommended, but if you work on a Mac and can follow along, you are welcome!). Those who do not have the software already may sign up for a free trial at Adobe.com. With only 4 hours, we’ll be moving at a brisk pace, but with enough coffee and enthusiasm, you’ll be able to build a beautiful, readable page by the end of our adventure. Note: Wendy is not an Adobe-certified trainer and is not affiliated with Adobe products.

Less is More: Organizing Government Websites for User Needs

Josh DeLung, Strategy and Quality Lead, Experience, ICF Next

Government websites are often bloated and when users or stakeholders have difficulty finding information, the proposed solution is to add more content. Instead, government websites should be offering the right amount of content at the right time to the right people. When it comes to user experience, usually, less is more. The information architecture of the site should be action-oriented and task-based to meet user needs. In this workshop, you’ll learn how to better organize content using inexpensive methods such as card sorts, tree testing, and more. If you’re facing a site (internal or external) redesign or you know your agency’s sites need tweaks, you won’t want to miss this opportunity to learn Josh’s tips and techniques.

How to Use Social Media for Crisis Communications

Erik Deckers, President, Pro Blog Service

Thanks to the always-on nature of cable news and social media, there is no more “news cycle.” News is being reported as it’s happening, and crisis communicators are constantly racing to catch up. If we want to live the old adage, “Be First, Be Right, Be Credible,” we have to be early. This workshop will teach you how!

 

ADVANCED TRAINING WORKSHOPS: 1:00 p.m. – 5:00 p.m.

Accreditation in Public Relations (APR) Jump Start Afternoon*

Laura Kirkpatrick, NAGC APR Liaison, Marketing Director for Red Bank RiverCenter
Ann Knabe,
 Ph.D., APR+M, Dean of Students, Associate Professor, and Reserve Component Chair at National Defense University
Kaye Sweetser
, Ph.D., APR+M, Director of the SDSU Glen M. Broom Center for Professional Development in Public Relations, Program Coordinator of the School of Journalism & Media Studies Military Public Affairs Graduate Program

This day – long, comprehensive session will help you get started on your journey to the coveted APR designation by reviewing the accreditation process and discussing the knowledge, skills and abilities needed to successfully prepare a panel presentation and complete the exam.

The course is taught by seasoned APRs and focuses on numerous APR / APR+M examination topics, including:

  • What to expect during the APR / APR+M process
  • Ethics and law
  • Communication models and theories
  • Research, planning implementation, and evaluation
  • Crisis communication management
  • Media relations

*Accreditation in Public Relations (APR) Bootcamp you must sign up for both the morning and afternoon sessions

Channeling Your Inner Aristotle to Become a Super Hero Spokesperson During a Crisis

Dr. Joe Trahan, President/CEO, Trahan & Associates

Doc Trahan IS BACK! If you’ve never attended one of Dr. Joe Trahan’s workshops, don’t miss this opportunity to learn from a nationally recognized master of government communications. With four decades of experience, Doc has a teaching style that is dynamic, humorous, and most of all effective. And what better topic than crisis communications, the most critical skill for any communicator representing any organization.

In this half-day training, Doc will teach you to effectively develop and always use Command Messages, effectively prepare for hostile or ambush interviews by using the “5good-X -5Bad-X-5ugly Question-Answer Technique,” how to respond to tough questions in a tight, concise 10- to 12-second soundbite, how to communicate nonverbally to effectively answer reporter questions, and how to use the “Listen-Pause-Think-Answer Technique” when answering reporters’ questions, and so much more. Doc will teach you how to build a bridge to your constituents in a crisis.

Spaces are limited. First come, first served. Register as early as possible to ensure you have a seat!

Building a Strategic Community Outreach Plan

John Verrico, Chief of Media & Community Relations, U.S. Department of Homeland Security, Science & Technology Directorate
Jason Golden, Manager, Dynamis Inc., serving as the Public Affairs Officer at the US Department of Homeland Security’s Plum Island Animal Disease Center

With a strategic community outreach plan, negatives turn into positives, rumors and myths can be debunked, and agencies can use public engagement as a positive way to successfully execute their mission. Building effective relationships can help achieve the most valued objective – trust. Attendees will review case studies (as well as their own situations) and learn how to create a framework they can use to build their own strategic community outreach plan. In addition to being a lifetime government communications professional, John is a nationally known speaker who also has the distinction of having been a director and president of NAGC. John and Jason will teach you the steps and methods to envisioning, blocking out, and building an effective and efficient community outreach plan.

Tapping the Power of Women’s Leadership

Jenny DuFresne, CEO, DuFresne Solutions Group

If we keep doing what we’re doing, we’ll keep getting what we get! Despite volumes of research about the importance of women’s leadership, too few women are in leadership roles. The #MeToo and #TimesUp movements shine a bright light on gender and structural inequities. When women are in leadership roles profits increase, companies, and employees thrive. Women’s leadership is the key to building a world that works for all. In this dynamic session, we will explore women’s hidden strengths and nation-building genius. Discover how women can activate the power, vulnerability, and authenticity required to create a world that works for all.


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