Public Relations Leadership Forum – New York

November 2-3, 2016
Burson-Marsteller, 230 Park Ave South, New York, NY 10003

Institute for Public RelationsArthur W. Page SocietyPRCOUNCIL LOGO HI RES



Co-sponsored by the Arthur W. Page Society, the PR Council and the Institute for Public Relations, the Public Relations Leadership Forum is an intense two-day seminar for high-performing, mid-career communications managers at Global 1000 companies and public relations firms.  The Leadership Forum’s major objective is to develop outstanding future leaders of public relations and communications, and to provide networking opportunities where upwardly mobile professionals can learn from national leaders in the field and from each other.

This program for tomorrow’s leaders will focus on the effective use of research in planning and implementing public relations activities and is presented by the Institute for Public Relations in conjunction with the Arthur W. Page Society and the PR Council. The event begins at 12:15 p.m., Tuesday, December 8 and concludes by 2:45 p.m., Wednesday, December 9.  To enhance discussion, networking opportunities and learning exchange, the event will be restricted to 30 registrants.

The all inclusive registration fee of $1,950 includes tuition, an extensive set of seminar materials, a welcome networking reception and dinner Tuesday evening, plus breakfast and lunch on Wednesday.  Individual participants are responsible for their travel to New York and for hotel lodging.

The Public Relations Leadership Forum registration cost is $1,950.

All Public Relations Leadership Forum cancellations must be made in writing and are subject to a cancellation charge of $100. This policy is necessitated by the limited enrollment restrictions placed upon the size of each Leadership Forum session. Cancellations will not be accepted after December 1.

Group discounts are available. Please contact Jenn Moyer at (+1) 352-392-0280 or

Who Attends?

Each year the Public Relations Leadership Forum attracts some of the brightest and best developing leaders in public relations and corporate communications. Representatives of the following organizations have attended previous Leadership Forums.

Agencies: 360 Public Relations LLC, Airfoil PR, APCO Worldwide, Behan Communications, Biosector 2 – CCC, BlissPR, Burson-Marsteller, Capstrat, Chandler Chico, CJP Communications, Cohn & Wolfe, Cooper Katz, CRT/Tanaka, Davies Public Affairs, Dix & Eaton, dna13, Eastwick Communications, Edelman, Edward Howard & Company, Environics Communications, Fleishman-Hillard, Gagen MacDonald, Gibbs & Soell, GolinHarris, Hill & Knowlton, Ketchum, Linhart McClain Finlon, Manning Selvage & Lee, M Booth & Associates, Makovsky & Company, Ogilvy Public Relations Worldwide, Padilla Speer Beardsley, Peppercom, Porter Novelli, The Powell Group, rbb Public Relations, Revive Public Relations, RF|Binder, Toni Torres PR, Spectrum Science Communications, SunStar, Text 100, Trone Public Relations, Tunheim Partners, Waggener Edstrom Worldwide, Weber Shandwick and Weisscomm Partners.

Corporations: Abbott Laboratories, Allstate Insurance Company, Alticor, ArvinMeritor, AT&T, AXA Equitable, Bank of New York Mellon, Baxter International, Best Buy, BP America, Capital One, Charles Schwab, ConAgra Foods, Cordis Corporation, Corning Incorporated, Covidien, Delta Air Lines, Digital Platform, Discover Financial Services, Discovery Networks Central Europe, Duke Energy, Edward Jones, Entergy, Ernst & Young, FedEx, Frito-Lay, General Motors, Genomic Health, GM Healthcare, Hess Corporation, Honeywell, IBM, Ingersoll Rand, Irvine Company, ITT Industries, Johnson Controls, Johnson & Johnson, Kaiser Permanente, Kraft Foods, Mars, Inc., McKesson Corporation, MetLife, Nationwide, Nextel, Northwestern Mutual, PepsiCo, PG&E, Praxair, Prudential Financial, Quaker Oats, Siemens, SAS, Shell Oil Company, State Farm, St. Paul Travelers, Sunoco, Symantec, Tellabs, Tennessee Valley Authority Unisys Corporation, UPS, USAA, USG Corporation, Waste Management, WCG and Wyeth.

Registration Includes

The all inclusive registration fee of $1,950 includes tuition, an extensive set of seminar materials, a welcome networking reception and dinner Tuesday evening, plus breakfast and lunch on Wednesday. Individual participants are responsible for their travel to New York and for hotel lodging.

Group discounts are available. Please contact Jenn Moyer at (+1) 352-392-0280 or

Program Schedule

Tuesday, December 8

11:45 a.m. Registration & Lunch

12:10 p.m. Welcome and Introductions
All Registered Participants
Institute for Public Relations
Arthur W. Page Society
PR Council

12:45 p.m. The Art & Science of Agility
Joy Farber-Kolo, Executive Vice President and General Manager, Weber Shandwick

2 p.m. Networking Break

2:15 p.m. Digitizing Research & Insight for Agile Strategy: Deriving Context from Data Analytics
Chris Deri, Senior Managing Director, Teneo 
David Michaelson, Managing Director, Head of Research and Insights, Teneo

3:30 p.m. Networking Break

3:45 p.m. The Public Relations Ethics Workshop
Dick Martin (formerly Chief Communications Officer, AT&T)

5:30 p.m. Adjourn

6:00 p.m. Opening Night Networking Reception & Dinner

Wednesday, December 9

8:30 a.m. Networking Breakfast (at Burson-Marsteller)

9:00 a.m. New Challenges within Organizational Communications
Gary Grates, Principal, W20 Group

10:15 a.m. Networking Break

10:30 a.m. Brain. Behavior. Story. The New Science of PR
Christopher Graves, Global Chairman, Ogilvy Public Relations

11:45 a.m. Networking Lunch

12:15 p.m. Return of Corporate Reputation
Don Baer, Worldwide Chair and CEO, Burson-Marsteller

1:15 p.m. Stretch Break

1:20 p.m. A Regulatory Spree is A-Stewing for American Business
Harold Burson, Founder and Chairman, Burson-Marsteller

2:35 p.m. Wrap-Up, Closing Comments and Adjourn

**Note: The Public Relations Leadership Forum will conclude no later than 2:45 p.m.

Instructional Team

Don Baer is Worldwide Chair and CEO of Burson-Marsteller and Chair of the research firm Penn Schoen Berland. He has been a member of Burson-Marsteller’s global senior management team since 2008, while also leading major engagements for clients in every sector and part of the world. Don spent eight years working full-time as a journalist where he covered politics and the White House for U.S. News & World Report and his other experiences include working as a media lawyer in New York and serving as senior advisor to President Bill Clinton. He holds a BA degree from the University of North Carolina, a MA in international relations from the London School of Economics and Political Science, and a J.D. from the School of Law at the University of Virginia.

Roger Bolton
is the president of the Arthur W. Page Society, the premier professional association for senior corporate communications executives. Members include the chief communications officers of the world’s major corporations, the CEOs of the most influential public relations agencies and leading academics from select business and communications schools. Bolton is also a trustee and a past chairman of the Page Society. Previously, he served as senior vice president of communications at Aetna, a $35 billion provider of health care benefits, with responsibility for all internal and external communications, advertising, brand management and corporate public involvement.

Harold Burson is the Founder and Chairman of Burson-Marsteller and has been described by PRWeek as being “the century’s most influential PR figure.” Harold has spent more than sixty years serving as counselor to and confidante of corporate CEOs, government leaders and heads of public sector institutions. As winner of numerous industry honors; a generous supporter of organizations and charities; a mentor to many; and of course, co-founder of one of the world’s largest public relations agencies, Burson-Marsteller, Harold is a truly singular figure in the world of public relations.

Kathy Cripps is President of the PR Council, the trade association representing the interests of public relations firms operating in the U.S. She’s been with the Council since 2002. The Council showcases the creativity and strategic contributions of public relations firms in the marketplace and provides its members with management data, learning and development, and industry leadership opportunities. Kathy joined the Council following a successful career that included senior-level positions with Burson-Marsteller, Hill + Knowlton Strategies and Creamer Dickson Basford. She also has worked on the client side with Nestle and Faberware. Kathy holds a BA degree from Queens College and an MBA from Fordham University. She’s been named a “Public Relations All-Star” by Inside PR and has been called one of the “Top 50 Healthcare Executives” by PR Week.

Chris Deri is a Senior Managing Director at Teneo where he co-leads the Digital offering across all of the firm’s operating division and advises strategy clients on a range of issues across multiple geographies based on insights drawn from the firm’s bespoke analytics. Prior to joining Teneo, he was the President of WCG, a full service communications, marketing, digital and analytics firm with 180 employees in seven US & European offices. Previously, he served as Burson-Marsteller’s market leader in China, overseeing the agency’s operations across its five offices in Mainland China. Earlier in his career, Deri served as Regional Director of Business Outreach and Finance for Al Gore’s 2000 Presidential campaign.

Gary Grates is widely recognized as one of the world’s leading experts on organizational and employee communications. With more than 25 years of corporate, marketing/brand, labor, and strategic communications experience he leads the Corporate and Strategy practices at W2O Group Worldwide, a fast-growing, multi-faceted leading public relations, marketing and communications counseling firm focused on integrated business solutions in the areas product supremacy, innovation, change, organizational effectiveness, and growth for the world’s leading organizations. He is a member of the Arthur W. Page Society and an IPR Trustee.

Christopher Graves heads one of the world’s largest, leading public relations networks and serves on the board of its parent company, the Ogilvy & Mather Group. Prior to being named Global Chairman in 2014, he served as both Regional CEO of Ogilvy Public Relations in Asia Pacific and Global CEO combined for a decade. Chris joined Ogilvy PR after 23 years in business news including 18 years with Dow Jones & The Wall Street Journal and CNBC. In 2010 he was elected into life membership in the Council on Foreign Relations, the most influential foreign policy think tank in the U.S. He currently serves as Chairman of the PR Council and as a Trustee of the Institute for Public Relations where he leads the initiative on neuroscience and behavioral communications.

Gail Heimann is President of Weber Shandwick where she helps accelerate innovation and activation across the firm’s global practice areas, digital services and analytical operations. Gail has helped to build brands and burnish reputations for leading clients in the personal care, food and beverage, quick service restaurant, healthcare, finance and technology categories. Her agency clients have included PepsiCo, Unilever, Electrolux, Mondelez, Ocean Spray, Nesters, Chobani, General Motors, Microsoft and Verizon. She was a catalyst in seeing Weber Shandwick names as the only public relations firm on Advertising Age’s “A-List” in both 2014 and 2015.

Sarab Kochhar has been Director of Research with the Institute for Public Relations since early in 2014. Her background includes not only significant academic achievements (including a Ph.D. degree from the University of Florida) but also significant practical experience working in public relations in her native India and in the US. She held a major communications position with the Indian government, worked with the Oklahoma Department of Architecture and has held affiliations with Ketchum and Burson-Marsteller. Her current position with IPR is half-time. She also works half-time with APCO Worldwide where she is based out of the Washington, DC office.

Dick Martin is a noted business writer specializing in marketing, brand management, ethics, and public relations. He spent 32 years working in various public relations positions with AT&T, including being the company’s Chief Communications Officer from 1997 until 2003. He has written five books and numerous articles for leading publications such as the Harvard Business Review. He is a contributing editor of the Conference Board Review for which he writes a regular column. A noted blogger, he is a member of the Board of Advisors of Corporate Communication International and serves on the CCI Forum Faculty.

Tina McCorkindale was elected President and CEO of the Institute for Public Relations earlier this year. Previously she taught public relations full-time at several universities and has more than ten years experience working in corporate communication and as a senior research analyst with Cymfony, Visible Technologies and Cision. She has more than thirty academic publications in books and leading journals and her research has focused on social media with specializations in mobile technologies, engagement, and reputation. She is actively involved with both the Arthur W. Page Society and PRSA and holds a Ph.D. degree in communication from the University of Miami.

David Michaelson is widely recognized as one of the world’s leading experts in communication research, measurement and evaluation. With more than 30 years’ experience conducting research for numerous Fortune 500 companies, David is Managing Director at Teneo. He previously was President and Chief Research Officer at Echo Research and prior to that held research and measurement appointments with Ogilvy Public Relations Worldwide and Burson-Marsteller. He has published two books and numerous articles on research is a long-time member of the IPR’s Measurement Commission and is a charter member. He holds a Ph.D. degree from the New School for Social Research.

Don Wright is the Harold Burson Professor in the College of Communication at Boston University. He is one of the world’s most published public relations scholars and has worked full-time in corporate, agency, and university public relations in addition to being a communications consultant for more than three decades. A long-time board member of the Arthur W. Page Society and a Past President of the International Public Relations Association, he currently serves as an IPR Trustee and as an IPR Research Fellow. His Ph.D. degree is from the University of Minnesota.

Hotel Accommodations

There are a number of hotels located within easy walking distance of Burson-Marsteller (230 Park Avenue South at 19th Street). They are listed below with their approximate room rates.

W Hotel New York, Union Square, 201 Park Avenue South (between 17th & 18th Streets). Tel: 212-253-9119. ($465).

Gramercy Park Hotel, 2 Lexington Avenue (at 21st Street). Tel: 212-920-3300. ($525).

Hyatt Union Square, 134 Fourth Avenue (Between 12th and 13th Streets). 212-253-1234 ($355).

The Marcel at Gramercy, 201 East 24th Street (at Third Avenue). 212-696-3800. ($405).

There are many hotels located within in the mid-town area of Manhattan that are about 10-15 minutes away via taxi or subway. These include:

Affinia Dumont, 150 E. 34th St. (Between Lexington & Third). Tel: 212-481-7600. ($395).

Affinia Shelburne, 303 Lexington Avenue (Between 37th & 38th Streets). Tel: 212-689-5200. ($370).

Hotel Roger Williams, 131 Madison Avenue (at 31st St.). Tel: 212-448-7000. ($345).

The Court Hotel, 130 East 39th Street (Between Lexington & Park Avenues). 212-685-1100. ($365).

Tuscany Hotel, 120 East 39th Street (Between Lexington & Park Avenues). 212-686-1600. ($435).

The Carlton Hotel, 88 Madison Avenue (Between 28th & 29th Streets). 212-532-4100. ($385).

Hilton New York Hotel, 1335 Avenue of the Americas (6th Avenue at 54th Street). Tel: 212-586-7000. ($395).

Sheraton Manhattan Hotel, 790 Seventh Avenue (at 51st Street. Tel: 212-581-3300. ($390).

Sheraton New York Hotel, 811 Seventh Avenue (at 53rd Street). Tel: 212-581-1000. ($390).

Millennium Broadway Hotel, 145 West 44th Street (Between 6th & 7th Avenues). Tel: 212-768-4400. ($385).

Sofitel New York Hotel, 45 West 44th Street (Between 5th & 6th Avenues). Tel: 212-354-8844. ($565).

Affinia Manhattan, 371 Seventh Avenue (Between 38th & 39th Streets). 212-563-1800. ($375)

Budget-minded travelers might be interested in these hotels:

Park South Hotel, 122 East 28th Street (between Park and Lexington). Tel: 800-315-4642. ($295).

Flatiron Hotel Tosi, 1141 Broadway (at 23rd St.). Tel: 212-839-8000. ($300).

Jolly Hotel Madison Towers, 22 East 38th St. (Between Madison & Park). Tel: 212-802-0600. ($280).

Park Central New York Hotel, 870 Seventh Avenue (at 55th Street). Tel: 212-247-8000. ($258).

Wyndham Garden Hotel – Chelsey, 37 W. 24th St. Tel: 212-243-0800. ($319).

Dylan Hotel, 52 East 41st Street (Between Madison & Park Avenues). 212-338-0500. ($345).

Martha Washington Hotel, 29 East 29th Street (Between Madison & Park Avenues). 212-689-1900. ($325)


Dr. Don Wright
Harold Burson Professor and Chair in Public Relations
College of Communication, Boston University (Tel: +1-617-306-4006)

Jenn Moyer
Foundation Operations Manager
Institute for Public Relations (Tel: +1-352-392-0280)

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