Welcome to the new era of information consumption. In this environment, consumers have a direct line to their favorite brands through social media, local causes rise to national attention thanks to online movements, and traditional media looks to new media to learn what’s trending.

Even public relations as an industry has morphed into a hybrid harbinger of the future of communication. To thrive in this chaotic mashup – which blends the persuasion of advertising, the aesthetics of graphic design, the art of storytelling, the precision of data and the authority of journalism into a fusion of creative credibility – PR professionals must master new skills and adopt a new way of doing business.

Hosted by Orange County Chapter of the Public Relations Society of America, the Western District Conference on April 21-23, 2016 brought together PR leaders, communication trend experts and members of the media to share their outlook on the future of public relations and how professionals can maintain responsible relevancy amid the flurry.

Keynote speaker Brian Solis is regarded as the forerunning social business and social media strategist. Enterprise organizations, FORTUNE 500 executives, tech startup innovators and celebrities all trust the award-winning author, prominent blogger and Altimeter Group principal analyst to interpret the changing consumer landscape and develop leadership strategies that resonate with audiences.

In this exclusive look at the public relations industry, Solis presented his radical insight into the effects of social media and disruptive technology on business, marketing, entertainment and culture. He shared about how to evolve as a communications authority and how to master the tools of social business, social media and consumer sentiment to become an indispensable asset to companies and clients, their stakeholders and the media who connects them.

The Western District Conference assembled some of the brightest minds leading the industry revolution to share their secrets.

Keynote Presenters Included:

Todd Brooks, Co-Founder of Brand Amp – Kicking off the conference, Todd spoke directly to the evolving nature of the public relations industry, including the critical era we’re entering in which public relations has the strongest foothold to guide the marketing mix for brands. Todd included case studies from his career and firm in working with national consumer brands.

A special Friday afternoon keynote session featured a remarkable panel of first responders from the second largest terrorist attack on U.S. soil in San Bernardino. Conference goers heard first-hand from the City of San Bernardino Police Chief Jarrod Burguan, County of San Bernardino Sheriff PIO and Lieutenant Brad Toms, San Bernardino County PIO as they shared their role in shaping the communication that was heard across the world about this tragedy.

PRSA President Mark W. McClennan discussed how the PR profession is shifting and how PRSA helps to meet those needs through organizational resources, top-tier education and professional fellowship.

As an exciting finale keynote, Suzi Brown, Director, Media Relations & External Communications gave an intimate glance into the ideation, planning and execution of the Disneyland Resort Diamond Celebration PR strategy.

  • Taco Bell – Shared the strategy of their campaign behind the Quesalupa launch at Super Bowl 50
  • Toshiba – Revealed how they used integrated communications to position and rebrand in a very competitive market
  • Coldwell Banker – Explored how they crafted and implemented an integrated campaign featuring a multitude of strategic Smart Home partners to redefine the role of PR and demonstrate true thought leadership

To view the full conference schedule of five keynote speakers and 15 breakout sessions, click HERE.

On Thursday, before the conference began, the Western District hosted a leadership workshop.  Please click HERE to see the full line up.

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2016 Sponsors

Southwest Airlines
Saint Marc
Reaction Audio Visual
PR Newswire
Pacific City
Orange County Fair
Cal State Fullerton CSUF
Cal Baptist University-CBU
Business Wire
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