True Spin Conference Program

Wed, January 6, 2010

Pasted below is the program for the True Spin Conference, Jan. 21 and 22, in Denver.

 

Information about speakers and a partial list of conference participants is posted on the conference website.

 

Thursday, Jan. 21

 

 

8:00 – 8:45             Registration and coffee

 

8:45 – 10:00          Keynote

 

Uncommon Solutions to Common Challenges – Holly Minch

 

Today’s nonprofit communications professionals face a host of challenges that are forcing us to rethink the way we work. Whether we’re struggling to remain relevant in the face of the overarching concerns about the economy, or to keep pace with the rapid innovations in communications technology, today’s communications marketplace demands that we bring new ideas and new solutions. Communications veteran Holly Minch will share her views on the trends, and present examples of organizations that are rising to meet new challenges with smart strategies. 

10:15 – 11:15       Workshops (3 breakouts)

 

What Are They Talking About?

 

Where are people talking about your issue online? And in what context? How do you engage them? In this workshop, Dean Hollander will review specific examples of social media analysis and demonstrate how online search tools can be used to gain insights into how your issue is being talked about and where people are most engaged. He will present an overview of how to use these insights to develop effective and engaging content. Hollander will also review the social media landscape and discuss which social media tools should be used when. Dean Hollander

 

Evaluating Communications in the Nonprofit World

 

In a for-profit company, measuring success can be as simple as the profit/loss statement in the latest quarterly report. But for nonprofits—especially those trying to move public opinion or shape policy—the job is far more complicated. What benchmarks can be set to gauge progress? Whose opinions matter in evaluating a nonprofit’s communications work, and how can they be measured? Have the intangibles embedded in the process of communicating been evaluated along with straightforward outcomes, like news coverage?  Prepare to make the most of an outside- or self-audit in this workshop, presented by someone who has been on both sides of evaluations—and lived to tell the story! Henry Griggs

 

Lessons from the Right’s Attacks on ACORN

 

What can progressive communicators learn from the right-wing attacks on ACORN, both during and after the 2008 election—and continuing today? How could ACORN have fought back better communications-wise? How should progressives counter similar right-wing campaigns in the future? John Atlas

 

11:30 – 12:30       Workshops (3 breakouts)

 

The Power of Advocacy Networks

 

This session will illuminate the new way of thinking, or “shift in logic,” required to harness the growing power of loose online networks for successful advocacy and communications efforts. This shift, from traditional centralized approaches to movement building, is what drives the strategy, not (as is commonly assumed) the technologies that are used to implement it. The workshop will be interactive and filled with examples of successful network-centric approaches to creating progressive change.  Marty Kearns

 

How to Measure Social Media ROI

 

Most nonprofits are experimenting with social media sites like FaceBook and Twitter. This session will demonstrate detailed methods for measuring social media ROI (Return on Investment) to make sure your organization isn’t wasting valuable staff time and resources, and that your social media strategy is on the right track for 2010. Attendees will learn how to improve their social media ROI, as well as how to plot it out on a spreadsheet to win over social-media skeptics among your staff, board members, and volunteers. Heather Mansfield

 

Framing and Messaging as an Organizing Tool: Building Meaning Through Building Movement (Hopscotch)

 

This “Popular Education” style workshop will focus on landscaping current problem frames and possible solution frames for progressive communicators. The session will include a brief presentation on an emerging Justice Communications model and ecology, followed by small- and large-group discussion focusing on dominant frames and narratives affecting progressive issues and movements, and possible framing and messaging solutions. Karlos Gauna Schmieder and Celia Alario

 

12:30 – 2:00          Keynote and lunch

 

Storytelling: The First Big Thing -- Andy Goodman, the Goodman Institute

 

Since humans first began talking to each other, telling stories has been a powerful way to capture attention, engage an audience, and motivate people to act. Modern technology has given us shiny new tools to help us communicate – gotten any tweets lately? – but in our fervor to remain current, we often ignore our natural inclination to tell a good story. Andy Goodman will explain why he believes storytelling is the single most powerful communication tool you possess. And he will offer specific ways your organization can use stories to advance your mission.

 

2:00 – 2:45             Break

2:45 – 3:45             Workshops (3 breakouts)

 

How to Pitch a Pundit?

 

Sirota is a local talk show host, a nationally syndicated columnist, a well-known blogger, and more. He’ll explain how to pitch stories to a progressive pundit like him—and the common mistakes he sees flacks making. David Sirota

 

Crisis Communications:  How to Respond to Unwanted Media Attention

 

Once in a very rare while all PR isn’t good PR -- and being prepared for that day can literally save your organization. Whether you’re under attack by an opponent or under scrutiny for an operational lapse of some kind, this workshop will review how to build a crisis communications strategy, including outreach to various audiences (e.g., media, board, general public). It will also examine the effectiveness of the handling of some public crises. Kenneth Weine

 

How to Combat Astroturf Campaigns?

 

The extreme right-wing has always tried to stage events that appear to be “grassroots,” but in fact are creations of large corporations or interest groups. This panel will address ways to expose Astroturf campaigns and even use them as an opportunity to promote progressive messages. Karl Frisch, Michael Huttner, and Timothy Karr

 

 

4:00 – 5:00             Workshops (3 breakouts)

 

Real-Life Success with FaceBook

 

What groups are actually accomplishing something using FaceBook?  Here are some stories of how progressive organizations are using FaceBook to achieve tangible successes—and scoring coverage in traditional media. Heather Mansfield and Rashad Robinson

 

Accessing Audiences Through Corporate and Other Partnerships

With big media outlets fracturing, more news and info comes from various personal, institutional, and corporate sources. Developing networks and relationships are more critical than ever to target specific audiences. Panelists will explain how you can tweak your media/marketing strategy to branch out and strengthen your mission. Thom Clark, Pippa Sorley, and Robyn Stein

 

Preaching on Message

 

Rev. Billy Talen joined the sidewalk preachers of Times Square in 1998, specializing in retail interventions in sweatshop-product companies like Disney and Wal-Mart and opposing gentrification. As Pastor of the Church Of Life After Shopping, he’s been jailed over 50 times, scoring serious media coverage along the way. Learn about Rev. Billy’s work and approach to communications. Reverend Billy

 

 

5:00 – 8:00             Reception

 

Friday, Jan. 22

 

8:00 – 9:00             Registration and coffee

9:00 – 10:00          Keynote

 

Pop Culture and Progressive Advocacy: Fundamentals to Creating Lasting Cultural Change  -- Rashad Robinson, GLAAD

 

 

10:15 – 11:15       Workshops (3 breakouts)

 

Mobile Advocacy/Engagement

You often hear that mobile phones will be at the center of future advocacy campaigns. But when will this day arrive? Last year. Campaigns are already putting mobile phones to use to inform, engage, and mobilize people—and attract media attention. This workshop will answer your questions about how cell phones can be part of your advocacy work. Jed Alpert

Creative Media Tactics that Work for the New Media World

As traditional media sources dwindle and communications budgets shrink, PR professionals are turning to unconventional media strategies to get their messages out. The marijuana policy reform movement has been particularly effective when it comes to using creative and compelling earned media tactics that capitalize on new media and social networking to generate mainstream coverage. Mason Tvert

 

Leveraging Media Coverage: Get More Media Bang Out of the Stories You Generate 

 

It’s harder than ever to score mainstream news coverage. And a blip on a lonely blog doesn’t usually achieve your communications goals. How can we use the coverage we get—in mainstream media and elsewhere—to reach a wider audience?  Melissa Daar and Holly Minch

 

 

11:30 – 12:30       Workshops (3 breakouts)

 

Real-Life Success with Twitter

 

We know what activists did with Twitter in Iran, but how are groups in this country using it to advance strategic goals? Here are some stories of how progressive organizations use Twitter to get stuff done—and score coverage in traditional media. Jen Caltrider, Karlos Gauna Schmieder, and Marty Kearns

 

How to Pitch to the Disappearing Mainstream Media?

 

How do those of us who focus on the traditional media tweak our tactics to reach mainstream reporters, as old news outlets shrink or disappear before our eyes? More exclusives? Better relationships with AP? More emphasis on local TV news? Better research? Celia Alario, Mark Eddy, and Rebecca Wind.

 

PR for Good or Bad? 

 

What’s effective (and not) in progressive campaigns against large corporations? Jabara, who’s worked closely with grassroots anti-war activists, considers himself a progressive and will give his insight from his perspective as a public relations official for Newmont Mining, Corp., the world’s second largest gold mining company. Omar Jabara

 

12:30 – 1:45          Lunch on your own

1:45 – 2:45             Workshops (3 breakouts)

 

How to Work with Progressive Bloggers

 

Progressives still have an overwhelming advantage over conservatives when it comes to the blogosphere. Panelists will address the question, “How can progressive PR people work more effectively with their allies among the netroots?” Wendy Norris and Emily Lockwood

 

 

How Does the Right-Wing Kick Our Ass?

 

What does the political right do better, PR-wise, than progressives do? And what can be done about this? Jed Alpert, Jimmy Durchslag, and Heath Wickline

 

Traditional AND New Media

 

Recent Nielsen research indicates 99% of the video content consumed in the U.S. is still via traditional television, and nearly 80% of the population uses radio on a daily basis. While fully embracing the new media frontier, it's important to harness the combined power of legacy and emerging technologies. This facilitated discussion will be an opportunity to hear strategies on balancing a multi-platform approach to messaging in the new media environment. What are the strengths and weaknesses of each and how can you more effectively use them in tandem? Lark Corbeil, Deb Courson Smith, and Glen Gardner

 

3:00 – 4:00             Workshops (2 breakouts)

 

Get read! Get heard! Get blogged! Tapping into the Commentary Continuum

 

How to get your opinions read, heard and blogged. At this session, you will learn tips and techniques for writing compelling op-eds and how to connect effectively with audiences…and the media.  But most importantly, you will learn how to use op-eds (and other new media tools) to reach the public and policymakers, and to promote progressive social change.  Denice Zeck

 

How to Create Media-Friendly Imagery

 

Learn how to generate campaign imagery. Visuals used in successful media events and stunts will be presented in categories, making them easy to replicate for any campaign.  

4:00                    Adjourn

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