Welcome Susan Jacobsen Senior Vice President The Advertising Council, Inc. The Ad Council Presents: Amplifying Your Message With Public Relations Tom Beall Managing Director, Global Social Marketing Practice Ogilvy Public Relations Worldwide Melora Heavey Project Manager American Institute of Certified Public Accountants (AICPA) Bonin Bough Executive Vice President, Interactive, Social & Emerging Media Weber Shandwick What is PR? Helping an individual or an organization communicate effectively with its publics or audiences Why PR? Create or enhance awareness Maximize relationships with key publics Blending the Old & The New Delivery Integration Engagement Good PR Makes Good Things Happen & Good PR Begins with a Good Program Strategic Comprehensive Unique Determining Objectives Specific & Realistic Measurable Know Your Audience(s) Identify Both Internal and External Analyze Their Media Habits Strategies & Tactics Media Relations Social Networking Partnerships Events Measuring Success Circulation Audience Impressions Unique Visits Calls to Toll-Free Number Downloads Subscriptions