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Expanding Your Role Beyond Communications Counsel Workshop
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Thanks to strategic communications counsel, you’ve earned a seat at the decision-making table. But how do you sustain – and build – momentum to influence organizational change?

 Export to Your Calendar 2/23/2018
When: Friday, February 23, 2018
7:30 AM
Where: Honeywell- Golden Valley Learning Center
1985 Douglas Drive
Golden Valley, Minnesota  55422
United States
Contact: 952-564-3046

Online registration is available until: 2/20/2018
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This half-day workshop will arm communicators at all levels, in both in-house and agency roles, with the tools needed to evolve the expectations of communications professionals in 2018 and highlight the indispensability of strategic communications in supporting and leading internal and external initiatives.

Friday, February 23, 2018

  • 7:30 - 8:00 a.m. – Registration
  • 8:00 a.m. - 1:15 p.m. – Program
  • 11:30 a.m. - Lunch

Honeywell- Golden Valley Learning Center
1985 Douglas Drive
Golden Valley, MN 55422

Note that onsite registration is not available for this event. Registrations will not be accepted after Tuesday, February 20, per venue requirements.  

Registration options are available for half-day workshop (including lunch) and also a lunch-only option.

Morning Keynote: 8:00 a.m. – 9:00 a.m.
Starting a Revolution: How Deluxe Used Communications to Champion Small Business
Speaker: Cameron Potts, Deluxe Corporation

In 2015, Deluxe Corporation, a provider of marketing services and products for small business, celebrated its 100th anniversary by creating the Small Business Revolution to showcase 100 small business stories. Buoyed by the initial success, the program evolved into the Small Business Revolution – Main Street, an online series which offered a $500,000 investment to help small business, and in turn, small towns, reignite the spark that drives them. From 10,000 nominations, Wabash, Ind., emerged as the first honoree and became the focus of an eight-episode series chronicling the town’s efforts to survive and thrive against the odds. Season 2 featured Bristol Borough, Pennsylvania, and launched Sept. 28, 2017, on HULU and

Communicators have long known that person-driven storytelling can help drive organizational and societal change, but how do you sell the idea internally and then measure its effectiveness? Cameron Potts, vice president of public relations and community management at Deluxe Corporation, will share how he was able to leverage marketing and public relations to build a multi-channel program that allowed Deluxe to invest in its customers in a unique and meaningful way.

Session 1: 9:10 a.m. – 9:55 a.m.
Knowing the Numbers: What They Mean, Why They Matter, and How They'll Make You Matter More
Speaker: Tony Carideo, President of the Carideo Group

A (very) short course in the language of business and the importance of being able to understand the world from the point of view of a Profit and Loss Statement. Join Tony Carideo, veteran journalist and business columnist, financial analyst, PR and Investor Relations professional, and small business owner, in a discussion of the nuts and bolts of business, and what journalists expect from you when you venture into the world of finance.

Session 2: 10:05 a.m. – 11:30 a.m.
Part 1: What’s the Role of Communicators in 2018?
Speaker: Greg Zimprich, APR, Fellow PRSA

How do you continue to sell the function of communications within your organizations and gain support for initiatives that build credibility and disrupt the status quo? Greg Zimprich, APR, Fellow PRSA, asked 100 communicators across the U.S. these questions and will present themes and best practices you can apply to your day-to-day work.

Part 2: From Make it Pretty to Make it Matter: How Marketing Communications Evolved at 3M
Speakers: Heather Cmiel, 3M, Jen Deets, Schermer

In 2015, 3M’s Critical and Chronic Care Solutions Division marketing communications was viewed as the “make it pretty” function, responsible for collateral, websites and tradeshows. Three years later, marketing communications is driving strategic, global initiatives in tandem with Marketing, Sales and Research & Development. Heather Cmiel, APR, and agency partner Jen Deets will present a case study on how they changed the perception of “make it pretty” to “make it better” in a highly matrixed, regulated organization.

11:30 a.m. – 12 p.m.: Lunch/Networking

Luncheon Keynote Panel: 12:00 p.m. – 1:15 p.m.
Your Logo Here: Making Big Ticket Corporate Partnerships Work For You

Super Bowl LII, Final Four, X Games, Ryder Cup. These are only a handful of the event that have come to Minnesota in recent years. With big ticket events, comes the opportunity for brands to showcase support and drive visibility of their organizations. But what is the return on these massive investments? How do these partnerships benefit companies? And with so many notable events happening at once, how are organizers of the biggest events around making a repeat ask of organizations in Minnesota? Join Minnesota PRSA as we explore these questions and dig into the value of partnerships today.

Moderator: Ben Maurer, Clear Night



Entire Workshop, Including Lunch - Prior to February 9, 2018

  • $75- Members
  • $95- Non Members
  • $50- Students
  • $60- Use Minnesota PRSA Event Pass

Entire Workshop, Including Lunch - After February 10, 2018

  • $90- Members
  • $110- Non-Members
  • $65- Students
  • $75- Use Minnesota PRSA Event Pass

Lunch Only

  • Minnesota PRSA Members: $50
  • Non-Members/Guests (General Admission): $65
  • Students: $35
  • Event pass: $45

Please note that registration fees are not tax-deductible as a charitable donation

Minnesota PRSA
5353 Wayzata Blvd, Suite 350
Minneapolis MN 55416
Phone: 952-564-3046
Fax: 952-252.8096

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