Sessions at SXSW Interactive 2011 about Public Relations

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Friday 11th March 2011

Saturday 12th March 2011

  • Brand Journalism: The Rise of Non-Fiction Advertising

    by Bob Garfield, David Eastman, Kyle Monson and Brian Clark

    Hard to believe it's been 11 years since The Cluetrain Manifesto, and we're still doing the same f***ing panel. And we're still trying to teach big companies and ad agencies how to communicate like humans, how to listen, and how to use transparency as a messaging tactic.

    Brand Journalism is a way to take those decade-old ideas and incorporate them into actual campaigns (we know, we've done it). The first step is to teach agencies and clients to think like publishers instead of marketers--it's not a new idea, but it's one that is rarely executed well.

    In this panel, Brand Journalism pioneers will share some of the secrets, successes, and obstacles of their award-winning campaigns.

    LEVEL: Intermediate

    At 12:30pm to 1:30pm, Saturday 12th March

    In Ballroom F, Austin Convention Center

Sunday 13th March 2011

  • #FAIL: Infamous Social Media PR Disasters

    by Marla Erwin

    #Amazonfail, United Breaks Guitars, Motrin Moms: These are just a few of the social media PR disasters caused by inattention, poor service, or a failure to understand the target market. In the age of blogs, Twitter, Facebook, and YouTube, one customer service mistake can be all over the web before you can say “non-apology form letter.” Enjoy a history of edifying and often hilarious social media misfires, and learn how to avoid being on the receiving end of user-generated campaigns that can cost thousands or even millions in bad publicity.

    LEVEL: Beginner

    At 11:00am to 12:00pm, Sunday 13th March

    In Room 203, AT&T Conference Center

    Coverage write-up

  • Social Marketing in Real-Time

    by David Meerman Scott

    How to Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now. In every market, there is room for smart organizations to seize market share and improve profits by providing a product or service or communications initiative at speed. Real-time marketing and public relations is when organizations respond to events as they occur. It's when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it.

    LEVEL: Beginner

    At 11:00am to 11:15am, Sunday 13th March

    In Ballroom E, Austin Convention Center

  • Social Customer Service in Real-Time

    by Chelsea Marti

    Social strategy is quickly stretching across various areas of organizations, landing anywhere from customer support to marketing and more. The reality is that customers and prospects are talking about your brand right now, on social platforms like Facebook and Twitter. Find out how brands are adapting quickly, and addressing customer inquiries in a timely manner in a variety of industries, resulting in better organic word-of-mouth recommendations and more.

    LEVEL: Intermediate

    At 11:15am to 11:30am, Sunday 13th March

    In Ballroom E, Austin Convention Center

  • Media Tomorrow: The Message is the Messenger

    by Jenn Van Grove, Jeremiah Owyang, Leslie Bradshaw, Joe Chernov and Sarah Evans

    Disruptive technologies and corroding trust in business have combined turn Marshall McLuhan’s adage “the medium is the message” inside out. Information now spreads laterally, triggered not by institution but by individual. The message is the messenger. This panel will explore how four individuals are reshaping the design, consulting, PR and journalism industries by understanding how information is consumed today.

    LEVEL: Beginner

    At 3:30pm to 4:30pm, Sunday 13th March

    In Creekside, Sheraton Austin Hotel at the Capitol

Monday 14th March 2011

  • Getting ‘Em Online & Off-Their-Ass

    by Jody Rones and John Wiseman

    Building a Brand by Activating Your Audience from the Inbox to the Real World: what does it take to motivate your audience to better engage with your content and your advertising partners? Learn successful ways to add real-life magic to online campaigns with unforgettable events and buzz-building promotions that will add value and new consumer touch points for your brand. From branded takeovers of $25 million mansions to weekend-long pool parties, we’ll share best practices – along with tantalizing party photos – showcasing how you can bring your sponsors and readers together to drive both results and revenue through: a) IRL (“In Real Life”) activation of digital campaigns (e.g. Hotel Thrillist’s takeover of the Fontainebleau Miami Beach). b) Holistic social media and mobile tie-ins to broaden the reach of your cross-platform campaign. c) Effective sweepstakes for building interest and additional audience for your content.

    LEVEL: Intermediate

    At 12:30pm to 1:30pm, Monday 14th March

    In Rio Grande B, Marriott Courtyard Austin Downtown/Convention Center

  • OMG, My Customer’s Pissed and Uses Twitter

    by Rob LaGesse

    Too many customers are sitting listening to hold music waiting for their problem to get resolved. Instead of stewing privately they are now airing their grievances publicly. To anyone and everyone that will listen. The BP oil spill and Toyota recalls have showed us how people are using social media tools to give pissed off customers a new voice – and it’s a megaphone. Knowing your customer and understanding how to address everything from a crisis to the everyday question quickly and effectively is critical.

    Learn about some of the biggest flubs from 2010, how the ball was dropped and what could have been done differently. Don’t make the same mistakes they did. Learn how not to mess up.

    LEVEL: Intermediate

    At 3:30pm to 4:30pm, Monday 14th March

    In Room 203, AT&T Conference Center

    Coverage video

Tuesday 15th March 2011

  • How Brands Respond to Facebook Attacks

    by Laura P Thomas, Michael Lazerow, Bryan Person and Ekaterina Walter

    What should brands do when their reputations are taking a beating in front of millions of eyes on the world's largest social network?

    If they're smart, they won't go the way of Nestle, which chose sarcasm and silence on its Facebook Wall in confronting an attack from Greenpeace earlier this year.

    Instead, brands will follow the lead of companies like Capri Sun, which responded to a major customer complaint by regularly sharing the facts and then truly listening to their fans, ultimately averting a crisis.

    From discussions on striking the right tone, moderating fan comments, and planning content, our panelists will share stories and best practices that demonstrate how brand marketers can answer and engage their Facebook critics.

    LEVEL: Intermediate

    At 11:00am to 12:00pm, Tuesday 15th March

    In TX Ballroom 1, Hyatt Regency Austin

  • Why PR's Future May Not Look Like PR

    by eBay Ink and David Armano

    When You Think of PR (Public Relations), your first impression may be of the silver tongued "flack" spinning a corporations' news, putting a positive slant on everything. With advances in networks, online communities and the ability of the average individual to become their own content producer and influencer - the face of PR is changing, shifting the focus from communications to engagement in increasingly public spaces both online and off.

    LEVEL: Intermediate

    At 12:30pm to 1:30pm, Tuesday 15th March

    In Hill Country CD, Hyatt Regency Austin