2019 Regional Conference

April 19th to 20th, 2019

calling all organizational careers
This track is for students interested in learning about and/or pursuing a professional
career working for corporations. The endless job opportunities for a PR professional are just
waiting to be explored. With such a wide variety of careers available, however, it can be
intimidating to know what to pursue. This track strives to dig deeper into four different
professional career options for students looking for jobs in an office-setting.
Session One
Write, Revise, Repeat: Public Relations Writer & Communication Specialist
A career as a Public Relations Writer and Communications Specialist will appeal to those
who have a love for writing. Formulating PR plans and strategies, building the company’s brand
and reputation with its publics through online and offline channels, as well as managing media
relations are just a few of the main aspects a PR writing and Communication Specialist career
entails. This session will dig deeper into jobs as PR writers and Communication Specialists.
Speaker: Nicole Keiner
Location: Boyer Atrium
Session Two
Caution! Crisis Ahead: Best Practices in Crisis Communication & Media Relations
Crisis Communication and Media Relations is more serious, yet highly important within
Public Relations. This field involves mediating messages and handling various audiences at
moments of heightened pressure. During times of crisis, managing media inquiries and taking
proactive approaches to communicate with the public are crucial for protecting the reputation of
an organization. This session will explore best practices, also known as “the do’s and don’ts,”
when handling crises and the media.
Speaker: John Reynolds
Location: Boyer Atrium
Session Three
A Heart for People & An Eye for Detail: Professional Career in Event Planning
Public Relations students who love people and have attention to detail may find their
calling as professional event planners. A fun job that keeps you on the move, individuals who do
not wish to sit in an office will love exploring this career option. Event planners get to plan and
attend events of all kind, but there is much more to event planning than most realize. This
session delves into the world of event planning and meticulous details that go into it.
Speaker: Molly Unangst
Location: Boyer Atrium
Session Four
Social Media: The New Necessity in Public Relations
The use and impact of social media marketing has drastically increased in recent years. In
these modern times, the water is muddied, and various areas of public relations and social media
marketing have become intertwined. Social media, with its real-time messaging, allows
individuals to communicate in seconds, amplifying conversations and messages. This can be
both good and bad. This session explores the important role social media plays in public relations
today.
Speaker: Katelyn Becker
Location: Boyer Atrium
 freelance forward
This track is for students interested in learning about and/or pursuing a professional
career as a freelancer. For those who do not wish to work in an office-setting, freelancing is a
perfect solution. Work from the comfort of your home, while doing the job you love! Most
Public Relations students do not know freelancing is an option, and if they do, students often
have no idea how to even begin becoming their own freelancer. As a result, this session will
focus on everything students need to know about freelancing, from the basics, to tips and tricks
for “getting on their feet.”
Session One
Be the Boss: Pros and Cons of Freelancing
Students who appreciate flexibility and less structure will love exploring the option of
freelancing in this session. Being your own boss means sleeping in (if you want,) saving time by
eliminating long work commutes, and bringing the office to you. Students who wish to work at
home and make their own schedule will love exploring the various pros and cons to freelancing.
Speaker: Karen Hendricks
Location: Frey 110
Session Two
Freelancing 101: The Basics and Getting Started
Breaking into the world of freelancing can be intimidating and difficult. You may find
yourself asking, “How do I go about starting my own mini-business? And what about finding
clients?” This session focuses on how to break into the world of freelancing. The sessions will
also provide students with insider tips and tricks for getting started and gaining clients.
Speaker: Stephanie Shirley
Location: Frey 110
Session Three
Beyond the Appeal & Comfort: What Every Potential Freelancer Should Know
Although freelancing allows you to create your own schedule and work from the comfort
of home, a self-employed freelancer owns their own business. This means you must be your own
boss, both determined and disciplined. This session will dig into stereotypes of freelancing and
the true nature of its work.
Speaker: Leslie Amorós
Location: Frey 110
Session Four
Freelance Writing and Publications
Writing is a larger part of public relations today, whether it be brochures, infographics,
websites, press releases, or cover stories in a magazine. Public relations writing and publications
are necessary for a company to build and establish a strong brand. Cover stories effectively
spread the word about a specific company. This session will explore the world of freelance PR
writing and publications, taking a look into Passante’s personal experiences.
Speaker: Robyn Passante
Location: Frey 110
 excursions
Option 1: Hershey’s Chocolate World

Hershey’s Chocolate World is a great trip to make with friends. It offers activities for all
student budgets with free activities, paid programs, and shopping. Individuals who choose this
excursion can take part in a relaxing time filled with activities including the Chocolate Tour,
making their very own chocolate bar, shopping for souvenirs, and more! Individuals looking for
a shorter drive should consider option 2 as Hershey’s Chocolate World is a minimum of 30
minutes away.
Cost: Overall cost varies depending on activity. Free admission.
Lunch: at Hershey’s Chocolate World Food Court, $15 recommended
Drive: about 35 minutes

Option 2: Carlisle Sports Emporium

The Carlisle Sports Emporium is “the place to play.” A game-lovers dream, the Carlisle
Sports Emporium has games everyone will enjoy. From Lasertron Laser Tag, to indoor and
outdoor Go-Kart Racing, a state-of-the-art arcade center, miniature golf, roller skating, and
batting cages, the Carlisle Sport Emporium is the perfect place to have fun with friends. All
games do cost additional money not covered by registration, however, this option will not
disappoint.
Cost: Overall cost varies depending on activities. Recommended amount=$50
Lunch: The Carlisle Sports Emporium Food Court, $15 recommended
Drive: about 20 minutes
 key-note speakers
Quinn Bryner:
Director of Public Relations, Integration, and
Strategy at Hershey Entertainment & Resorts

Quinn Bryner graduated from Ursinus College with a

Bachelor of Arts in Communication, Politics, and International
Relations. Bryner is a seasoned public relations professional with
more than a decade of communications and media relations
counsel, and strategic planning spanning diverse industries. Bryner
specifically develops and implements strategic public relations
campaigns and long-term plans to achieve public relations
objectives. Her specialty is national media relations, working in the
past with USA Today, CNN, the Associated Press, The Today
Show, The New York Times, and The Washington Post, to name a
few.

Linda Burkley:
Award-Winning Lecturer and Principal

Linda Burkley graduated from La Roche College with a

bachelors in English and received her master’s in Organizational
Leadership from Duquesne University. Burkley is currently a
lecturer at Susquehanna University and Principal for Ardis
Communication Strategy. In the past, Burkley has held many roles
including instructing at Slippery Rock University of Pennsylvania,
professor at the University of Phoenix, and Executive Director for
the Butler County Chamber of Commerce. Burkley is a well-
known, award-winning presenter, facilitator, and public relations
professional, with over 25 years of experience in government, non-
profit, and small business work. She specializes in the
development of effective and creative public relations campaigns,
projects and events.
 conference schedule
day time what where
7:30 a.m.-8:30 Light breakfast Martin Commons
a.m.
8:30 a.m.-9:00 Registration for all guests Eisenhower
a.m.
9:00 a.m.-9:50 Pre-conference business Martin Commons
a.m. meeting/ professional
development session for
student leaders
9:00 a.m.-9:50 Pre-conference session for Falcon
a.m. Group advisors/faculty
9:00 a.m.-9:50 Student meet and greet
a.m.
10:00 a.m.-11:30 Opening session
a.m.
10:00 a.m.-10:10 Welcome and greeting
a.m.
Friday, April 10:10 a.m.-10:15 Speaker Introduction
19th a.m.
10:15 a.m.-11:15 Keynote speaker presentation Parmer Hall
a.m.
11:15 a.m.-11:30 Talkback Q&A Session
a.m.

11:30 a.m.-1:00 Lunch Martin Commons

p.m.
1:00 p.m.-2:30 Early afternoon break-out Track 1: Boyer Atrium
p.m. session Track 2: Frey 110

2:30 p.m.-2:45
p.m. Afternoon break Eisenhower area
7:30 p.m-9:00 Student social Martin Commons
p.m.
7:30 p.m.-9:00 Advisors/faculty social Falcon
p.m.

9:00 p.m. Head to hotels

 8:00 a.m.-8:50 Continental breakfast Martin Commons
a.m.
9:00 a.m.-9:50 Morning break-out session Track 1: Boyer Atrium
a.m. Track 2: Frey 110
Saturday, 10:00 a.m.-11:30 Job fair networking event Brubaker Auditorium
April 20th a.m.
11:30 a.m.-5:00 Excursions and lunch Option 1: Hershey’s
p.m. Chocolate World
Option 2: Carlisle
Sports Emporium
5:00 p.m.-6:30 Dinner and closing session Martin Commons
p.m.
 networking attendees from:
• Hershey Entertainment & Resorts
• Bennis Public Relations
• Merit Marketing
• WebFX
• PRWorks
• Bravo Group
• Suasion
• Intrada Technologies
• The JDK Group
• Buchanan Public Relations
• Penn Strategies
• Tierney Communications
• Pavone
• La Torre Communications
• Hershey Harrisburg Sports & Events Authority
• Ceisler Media & Issue Advocacy
a special thanks to our sponsors!