Taking Cannabis from Punchline to Primetime

Cannabis is one of the world’s fastest growing industries, employing thousands of people and generating hundreds of millions of dollars in tax revenue. But because of conflicting state, federal and international laws, decades of social stigma, and outdated stoner stereotypes, it still faces reputation challenges in many mainstream circles.

Zack Hutson will lead a conversation about how Seattle-based Privateer Holdings, the world’s first private equity firm to invest exclusively in legal cannabis, has raised more than $200 million to change the conversation about cannabis by building mainstream global brands such as Leafly, Tilray, The Goodship and Marley Natural.

Learning outcomes that Zack will share –

  • An overview of the rapid transformation of the multi-billion dollar global cannabis industry
  • How mainstream, professional brands are changing perceptions and shaping the future of legal cannabis
  • How to build trust and authenticity in the midst of a constantly changing regulatory and political landscape

Eventbrite - 2018 PRSA North Pacific District Conference

Know Your Brand

You know your company’s brand, but can you communicate your brand in five words or less? Creating a personal brand that stands out to the right audience is your key to success. What do your clients, associates, teams or peers say about you?

“If we don’t manage our personal brand as diligently as these companies manage their company brand, people will assign a default brand to us. And this may not serve us well.”, says Bruna Martinuzzi, author of “How to Build an Unforgettable Personal Brand.” Now more than ever, your professional network can be leveraged to fulfill your career vision, create strategic relationships, demonstrate thought leadership, and build deeper connections with customers and colleagues.

Senior Director of Corporate Communications for LinkedIn Nicole Leverich shares how LinkedIn as a game changing platform will further shape highly targeted business communications and message delivery to help you build your personal brand and strengthen your communication strategies for your company.

Eventbrite - 2018 PRSA North Pacific District Conference

Navigating Social and Political Upheaval in Uncertain Times

The Age of Trump and identity politics. Woke America v Great America. Mistake theorists v conflict theorists. Excessive partisanship. Caustic discourse. A dysfunctional Washington. How do we as communicators stay ahead of the curve in today’s political turmoil and adversarial climate?

Few can match the career experiences of Scott McClellan, Senior Vice President of Communications for Seattle University and author of a New York Times bestseller about the Bush Administration, What Happened. The former press secretary draws on his White House experience to offer his advice and insights.

Eventbrite - 2018 PRSA North Pacific District Conference

Headwinds, Tailwinds and Crosswinds: A flight plan for leading in a turbulent world

We live in a turbulent world. Political discourse is more polarizing than ever. Our confidence in government, business and leaders is eroding. And the surge in fake news, troll farms and social media follower factories is causing us to question everything that crosses our screen.

Drawing on his 25 years of corporate communications experience working with some of the world’s best-known brands and agencies – including United Airlines, Starbucks, US Airways, Nissan and Waggener Edstrom, Jim Olson will share a flight plan for helping you and the organizations that you lead not only survive but thrive in these uncertain times.

He’ll take us on an informative, inspiring and enlightening journey that illuminates the stories, best practices and frameworks for charting your own leadership agenda — while demonstrating the increasingly critical role that analytics plays in bridging the divide between corporate reputation and business impact.

Recommended social handles, hashtags: @Hanger6PR, #PRSAGameChangers

 

Eventbrite - 2018 PRSA North Pacific District Conference

D&I is Reinventing Marketing & Communications: Now, it’s Personal

 

HP has made Diversity and Inclusion (D&I) issues a bottom-line initiative which, according to the Holmes Report, “stunned the industry.” Antonio Lucio, HP’s CMO, directed the company’s marketing agencies to take steps to improve diversity and awarded contracts based on their performance.

What has HP accomplished to make a difference where other companies have only paid lip-service to the importance of D&I initiatives? How are these efforts reinventing marketing and communications both internally and externally? How are the communications teams’ philosophies and core beliefs driving this ground- breaking agenda? What are the steps you can take in your organization to drive D&I as a bottom-line initiative and create a culture of “yes” at the same time.

HP’s Head of Print Communications Vanessa Yanez shares HP’s game changing approach, with moderator Danny Chung, Chief of Staff of Microsoft’s Military Affairs.

Recommended social handles, hashtags: #Diversity, #Inclusion, @vanessa_yanez_, @JarheadPAO, @HP, @Microsoft

Eventbrite - 2018 PRSA North Pacific District Conference

Find the Way by Finding Your Words

No one wants to talk about mental health, yet it is as important to our well-being as physical health. Meanwhile, one in five of us are personally affected, either managing their own mental health issue or supporting someone they love. How do you inspire people to start a conversation they don’t want to have? Kaiser Permanente is changing the narrative with its breakthrough multi-channel campaign, “Find Your Words,” and partnerships with the NBA and Golden State Warriors Star Stephen Curry.

Carmella Gutierrez and Mary Mix of Kaiser Permanente share how authentic storytelling, expert voices, breaking old barriers – even conducting a national poll – have successfully tied it all together across PR, social and digital.

Learning agenda:

  • How taking risks can help breakthrough with media in a crowded space
  • How the impact of in-language (in our case Spanish) can drive media interest
  • How to leverage multiple channels and stories to create a campaign with depth
  • National is one thing, local is another

Recommended social handles, hashtags:  #findyourwords @kpthrive, @carmellag, @PRSA_NPD, #PRSAGameChangers

 

Eventbrite - 2018 PRSA North Pacific District Conference

The Future of Communications – Essential Skills Needed

According to recent research from the University of Southern California Annenberg Center for Public Relations, 87 percent of PR executives believe the term Public Relations won’t accurately describe the work they will be doing five years from now. What do we call PR as it becomes more closely aligned with marketing? How are analytics, big data, branded content, digital storytelling and social listening shaping the industry along with emerging technologies like VR and AI? What are the essential skills PR pros need to ensure they have a place in the evolving world of PR and marketing?

Lending their insights on this topic are:

  • Linda Mills, Vice President, Communications, Boeing Commercial Airplanes;
  • Erin Pategas, Director Global Corporate & Brand Communications, Brooks Running; and
  • Adriana Gil Miner, Vice President of Corporate Communications & Outreach Programs, Tableau Software

Panel moderator: Dan Lee, Managing Director, Northwest, PR Talent

Recommended social handles, hashtags: #futureofwork, @prdanlee, @PRTalent, @LindaJMills, @BoeingAirplanes, @erindava, @brooksrunning, @agilminer, @tableau, @PRSA_NPD, #PRSAGameChangers

 

Eventbrite - 2018 PRSA North Pacific District Conference

 

Igniting Change Begins with Meaningful Engagement

In this age of ubiquitous social media, public distrust and PR stunts, gaining the attention and mind space of your constituents is difficult. Inspiring meaningful engagement seems almost impossible. Applying human centered design principles and using case studies from health care, the most human of industries, this session from Gail Baker, senior vice president of strategic communications at Cambia Health Solutions, explores strategies to motivate behavioral change and ignite cultural change.

Recommended social handles, hashtags: @GANNBAKER, @Cambia, @PRSA_NPD, #PRSAGameChangers

 

Eventbrite - 2018 PRSA North Pacific District Conference

 

Call for nominations for the PRSA North Pacific District PR Practitioner of the Year is now open

The PRSA North Pacific District PR Practitioner of the Year Award is a regional honor for our District members to recognize those who have excelled professionally and given back to the industry through volunteer contributions to PRSA.

Does this sound like someone you know? Nominate him/her/them for the 2018 PRSA North Pacific District PR Practitioner of the Year Award today.

Award criteria is simple and inclusive:

  • Nominee must be a member in good standing of a PRSA Chapter in the North Pacific District
  • Nominee has worked full-time in public relations for more than five years and demonstrated excellence in his/her/their public relations knowledge, skills and abilities

Nominations should also include a letter of recommendation from someone who is not the nominator nor the nominee and must be submitted at the time of the recommendation.

Nominations are open now through Friday, March 30, 2018.

Communication Lessons Learned on the Journey to IPO

In the start-up world, where founders have clear exit strategies from Day 0, communication professionals have an incredible opportunity to lead the development and narration of a company’s story – who they are, what they do and why they matter – to the world.

In this session, Sarah will share lessons she’s learned in her career working with venture-backed companies, specifically:

  • about how communications can not only raise the visibility of a brand and shape a company’s overall image, but
  • also move the needle in other aspects of the business in preparation for an exit, IPO or strategic sale.

Recommended social handles and hashtags:  @PRSA_NPD, #PRSAGameChangers, @sarahtatone, @vacasarentals

 

Eventbrite - 2018 PRSA North Pacific District Conference

 

Photo courtesy of Vacasa.