Strategic Objectives

IABC speaker Judy Lewis previews her session at the IABC World Conference and offers insights on the power of PR to advance brand momentum.

Why did you call your session: It’s a Brand New Day?

I believe it is.  The world has shifted.  Over the past 18-24 months PR has fundamentally changed. Simultaneous to the economy bottoming-out, social media and digital PR blossomed.  Today, it’s all about reinvention and recognizing the tremendous new opportunities and new channels available to PR pros.  

Public Relations that activates consumer engagement and conversation is critical to building brand momentum.  And, your calling card is brand personality – it has to be deep, strong, authentic, lively and compelling.

This session will feature master marketers who believe in innovation – and have proof that PR is fundamental to the acceleration of brand success.  Our panellists will demonstrate how their PR strategies have helped build and sustain consumer connections, and bond brands to their communities.

Who’s on the panel?

We’ll be talking with Shelley Simmons, Director, Brand Communications & Values of The Body Shop (US, Canada and Mexico).  Shelley is truly inspiring.  She will share her insights into The Body Shop’s powerful and brave Stop S*x Trafficking of Children and Young People Campaign.  

Jacqueline Ryan, the RBC (Royal Bank of Canada) Director of Olympic Marketing, is a visionary marketer who helped make the Vancouver 2010 Olympic Torch Run such an incredible part of Canada’s history.  Jacqueline will share brand new insights into the story, success and results of the RBC program.  The Torch Run is a phenomenal example of strategic, engaging marketing – and PR played a critical and integral role.

And, a great friend and my Pinnacle Worldwide partner, Peter Morrissey.  Peter is an Associate Professor at the Boston University College of Communications – and the President and CEO of Morrissey & Company.  Peter has served as counsel to many CEOs and organizations including IBM, Johnson & Johnson, Miller Brewing Company among others.  He’ll show the direct link between reputation and business success.

How do you see the session unfolding?

It’ll be 60 minutes of inspiration and insight into best-in-class brand PR.  We have a great roster of panellists, fabulous video case studies and a thought-provoking discussion planned.

You have been to many IABC World Conferences.  Is it worth the investment of time and money?

Definitely.  PR is changing, as are the skills needed to be an effective PR leader.  There is an ongoing need to learn, pioneer and advance understanding of new ways and new channels to connect the consumers.  The 2010 conference will provide many insights about the leadership role PR plays in the marketing and corporate communications mix – and in business success.

The Keynote speakers are usually very engaging.  The variety of sessions offer you access to new information, strategies and approaches.  This, together with the many networking events that inspire lively discussions with colleagues from around the world, creates an opportunity to revitalize yourself and advance your professional development and expertise.  You will definitely take away real learnings that you can put to work in your daily efforts to achieve PR excellence.

Strategic Objectives PR co-founder Judy Lewis is an award-winning strategist and celebrated international branding expert and speaker.  Judy will lead a panel of marketing and PR experts at the IABC 2010 World Conference, June 6-9, 2010 in Toronto.  Learn more about her session — It’s A Brand New Day — at www.iabc.com/wc.