Public Affairs Training Seminar
June 6-7, 2011 - The University Club - Washington, D.C.
*Please check back in the Spring for the 2012 agenda*
2011 Agenda
Monday, June 6
8:30 a.m.
Breakfast
9:00 a.m.
Welcome and Program Orientation
Training sessions draw on nationally recognized experts and seasoned executives. Each topic:
-Covers best practices for the specific function
-Examines how that function can meet broader public affairs goals
-Focuses on communicating public affairs initiatives to key stakeholders
9:30 a.m.
Opening Keynote: Public Affairs Is the Most Important Function That Nobody Understands
Business risks are on the rise. Today's Internet has revolutionized how professionals engage in a global world, which can mean new reputational challenges for corporations and associations. Policymakers are also tackling tough issues under the watchful eye of an increasingly vocal electorate. As a result, public affairs has never been more important for corporations and associations.
Douglas G. Pinkham
President
Public Affairs Council
10:15 a.m.
Break
SECTION I: THE ROLE OF ADVOCACY IN PUBLIC AFFAIRS
10:30 a.m.
Direct Lobbying at the Federal and State Levels
Lobbying is the art of finding common ground with political leaders and forging solutions to public policy problems. Effective lobbyists are credible and trustworthy, have high ethical standards and know how to make a case for their position. Hear best practices for lobbying at the state and federal levels as well as how these efforts are increasingly coordinated with global lobbying practices.
Fruzsina M. Harsanyi
Senior Advisor
Public Affairs Council
11:45 a.m.
Networking Lunch
Generously Sponsored by: The RAP Index
1:00 p.m.
Making the Most of Associations and Coalitions
Associations and coalitions play a prominent role in today's policy debates. Learn how to improve transparency, policy negotiation and relationships with coalitions, as well as business and trade associations.
Douglas G. Pinkham
President
Public Affairs Council
1:45 p.m.
Break
2:00 p.m.
The Rise of Grassroots
2010 demonstrated how important it is for elected officials to listen to constituents, that citizens are involved in politics at unprecedented levels and that organizations are increasingly sophisticated at organizing stakeholders. Learn the best ways to manage your grassroots program in today's multi-media world.
Rikki Amos
Associate Director, Political Involvement Programs
Public Affairs Council
Ellie Shaw
Director, Federal Government Affairs
American Express Company
3:15 p.m.
Break
3:30 p.m.
Effective PAC Fundraising and Management
Successful PACs already have an eye on the 2012 election season. Learn how the best PACs raise money, enlist managers' support, motivate donors and build a high profile. In addition, learn how seasoned programs comply with important disclosure requirements.
Breanna Olson
Manager, Political Involvement Programs
Public Affairs Council
Jill Rowlison
Director, Political Affairs
The Dow Chemical Company
5:00 p.m.
Networking Reception
7:00 p.m.
Group Dinners (at participants' expense)
Sign up at the registration desk for dinner with fellow participants.
Tuesday, June 7
8:30 a.m.
Breakfast
SECTION II: PUBLIC AFFAIRS AND YOUR REPUTATION
9:00 a.m.
Modern Media Relations
Media advances are creating new ways for you - and others - to talk about your organization. The media now rely on many tools to find and research stories, including blogs, social media and RSS feeds - and this chatter can affect your company's reputation. Learn about new standards for creating a strong media engagement program and managing your message in this on-demand, digital world.
Corey Neal Henry
Vice President, Communications
American Frozen Food Institute
Ashley Mancheni
Senior Program Associate
Public Affairs Council
10:30 a.m.
Break
10:45 a.m.
Corporate Social Responsibility
Managing reputation in today's political and economic climate is increasingly important and multifaceted. Learn how corporate social responsibility strategies can strengthen employee loyalty, meet society's needs and engage key stakeholders in a proactive and positive way. We'll also discuss the political and economic impacts of integrated CSR efforts.
Rikki Amos
Associate Director, Political Involvement Programs
Public Affairs Council
Kenzie Ferguson
Director, Corporate Responsibility
TE Connectivity
11:45 a.m.
Networking Lunch
Generously Sponsored by: CQ Roll Call
SECTION III: MANAGING THE TERRAIN
12:45 p.m.
Successful Issues Management
We'll discuss how to identify challenges and opportunities, prioritize issues, align your issue management approach with your company's business plan and ensure that you communicate a consistent message inside and outside your organization.
Sheree Anne Kelly
Vice President
Public Affairs Council
Christine Simmon
Senior Director
CVS Caremark Corporation
1:45 p.m.
Break
2:00 p.m.
Measuring the Impact of Public Affairs
Today's business environment demands that you address the bottom line. But communicating the concrete and abstract value of public affairs can be tricky. This session will give you tools for measuring performance so you can justify your budget and use it more strategically.
2:45 p.m.
Translate Training into Action: The Public Affairs Challenge
Hang on to your seats during this fast-paced closing session! You've got one hour to solve a legislative crisis, create a top-notch campaign on a limited budget and mobilize your resources for greatest impact.
Rikki Amos
Associate Director, Political Involvement Programs
Public Affairs Council
4:00 p.m.
Adjourn
