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2017 CAPIO Conference Agenda

DoubleTree San Diego Mission Valley, San Diego, CA April 3 – 6, 2017 Conference Attire: Business Casual / Awards Dinner: Semi-Formal Recommended

(Agenda as of 3.20.17)

Monday, April 3, 2017

TIME SESSION/EVENT Location Arrive Early / Explore San Diego!

11:00 AM – 5:00 PM Conference Registration/Information Desk

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1:00 PM – 5:00 PM Pre-conference Workshop – Room Sponsor | WMWD DIVING INTO INFOGRAPHICS: FREE, EASY TOOLS TO USE TO MAKE YOUR DATA POP (PIO Institute Credit- satisfies elective (SI) Selling the Idea) Chris Gray-Garcia, deputy director of communications & public affairs, Placer County Scott Sandow, public information assistant, Placer County Mirinda Glick, graphic designer, Placer County

Great Room VI

One of the most popular sessions at the 2016 conference has been expanded for our half-day workshop to

offer in-depth information on the topic of Infographics. This session will share great ideas on how to use

easy, free (and nearly-free) resources to transform complicated or even drab information into simple,

beautiful and impactful infographics. Learn when to use them and why infographics are such a critical tool

for grabbing attention in the oversaturated social media world.

1:00 PM – 4:00 PM CAPIO Education and Development Table Open Interested in learning more about CAPIO’s education and development programs? This is your time to talk one-on-one with CAPIO’s Education and Development Chair Rachel McGuire, APR. She can help you make the most of your CAPIO membership and conference experience by working with you to map out courses to take to earn your J. Lindsey Wolf PIO Institute Certificate; discuss how to apply for the internationally recognized Accreditation in Public Relations; or help you learn more about CAPIO’s other programs that are tailored to each step in our members’ careers!

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5:00 PM – 6:00 PM WELCOME RECEPTION Join your fellow PIOs for this mixer after our pre-conference workshop or after traveling

in to San Diego. A great chance to re-connect with colleagues and meet new friends as

the week gets started.

Pool Area

6:00 PM – 9:00 PM Explore San Diego/ Evening on your Own Take the trolley – just steps from the DoubleTree doors to explore San Diego’s downtown, Old Town, Gas Lamp or East Village. Locals suggest visiting the tasting room at San Diego’s East Village Mission Brewery to sample flavors from one of the city’s iconic craft breweries. With plenty of dinner options in the East Village, you’ll find creative San Diego flavors to fit any taste. And who knows, maybe you’ll even find a spot for some ”CAPIO-KE” with your fellow PIOs!

6:00 PM – 9:00 PM Pre-conference Board Meeting & Dinner Scottsdale

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Tuesday, April 4, 2017

Room Sponsors: Shutters East | Infosend Shutters West | Flashvote Great Room VI | Vision

7:00 AM – 5:00 PM Conference Registration/Information Desk

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7:30 AM – 9:00 AM Continental Breakfast/Exhibits/Networking Come visit our exhibitors/sponsors while you enjoy breakfast!

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Pre-scheduled Appointments

ON CAMERA TRAINING Pre-scheduled Individual Training Sessions for CAPIO members (PIO Institute Credit- satisfies requirement (PS) Public Speaking)

Brickstones

Offered by Scott Summerfield, principal, SAE Communications

Conducted by SAE Communications, individual sessions include a discussion of one of your agency's

pressing issues, development of key messages, and two rounds of mock interviews. You'll be able to

review your “on camera” experience after the training and will have a huge jump on your communications

strategy for your upcoming issue.

8:00 AM – 8:30 AM NEW ATTENDEE ORIENTATION Christine Brainerd, communications manager, City of Folsom and CAPIO president Bring your breakfast and meet CAPIO’s President while she provides new attendees with insights about how to make the most of your time at the conference.

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1:00 PM – 4:00 PM CAPIO Education and Development Table Open Come See Rachel McGuire, APR and get your questions answered about CAPIO’s educational offerings including the APR! (See full description under Monday)

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9:00 AM – 10:15 AM OPENING KEYNOTE

Welcome from CAPIO Christine Brainerd, communications manager, City of Folsom and CAPIO president

Kristeen Farlow, communications and outreach manager, Cucamonga Valley Water District and CAPIO vice president conference

Sponsor Spotlights: CivicLive and Agency ETA – Diamond / Recharge Station Sponsors KEYNOTE SPEAKER Major Michael Odle, U.S. Air Force

Great Room I-V

It's PR not the ER, but just as important. Seize the opportunities to tell your story from the first 24 hours of an emergency to the recovery phase after the crisis is over. As an information officer for a small office to the senior press officer in Afghanistan, Major Odle will offer insight into responding to wildfires, floods and hurricanes to the national Veteran suicide epidemic. Take home hands-on approaches and tactics to risk and crisis management, communications, and how you too can seize opportunities to tell your story.

10:15 AM – 10:45 AM Coffee Break, Sponsor Exhibits and Networking

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10:15 AM – 10:45 AM Professional Portraits Need a new professional headshot? This is your chance! CAPIO has secured Eric Reed Photography to offer portraits on both Tuesday and Wednesday at no cost to you. A link for you to download your photo digitally will be provided after the event.

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10:45 AM – 11:45 AM Concurrent Breakout Session I MOVING THE MASSES WITH YOUR MESSAGE (PIO Institute Credit- satisfies elective (SI) Selling the Idea) Brenda Duran, public information officer, Los Angeles County Registrar-Recorder, County Clerk

Great Room VI

Today's highly visual world requires brand building to generate awareness, establish and promote your institution. Learn how the LA County Registrar-Recorder's office used a successful advertising campaign and promotional strategies that included outdoor media, digital ads, radio PSAs, events and TV marketing to reach the largest jurisdiction in the country - 5.2 million registered voters for this year's election cycle. Branding is a crucial aspect because it is your visual voice. This session will teach you best practices, offer insight and ideas for your next big campaign.

Concurrent Breakout Session II BUILDING RELATIONSHIPS BETWEEN LAW ENFORCEMENT AND THE MEDIA (PIO Institute Credit- satisfies requirement (MR) Media Relations) Robert McManus, police lieutenant, San Leandro Police Department

Shutters West

Reporters are like detectives. They interview, investigate and build their stories based upon conclusions

from information that they've gathered - but, did they get the entire story? Did they get your side?

Today, law enforcement and public entities are scrutinized by the public more than they've ever been.

Building relationships with your local media are critical for the survival of your agency and community,

especially when the reporters arrive following a critical incident or to report on a controversial issue.

Learn how Lt. Robert McManus and the San Leandro Police Department have built strong, trusting

relationships with San Francisco Bay Area media outlets and are prepared to handle any media situation.

Concurrent Breakout Session III BILINGUAL SOCIAL MEDIA OUTREACH (PIO Institute Credit- satisfies requirement (EM) Electronic Media)

Shutters East

Moderator - Lauren Gold, communications specialist, City of Anaheim Nancy Casanova, digital information architect and social strategy, Southern California Edison

Derek Chan, business online services section manager, Department of Motor Vehicles

Michael Parker, consultant, commander Los Angeles County Sheriff’s Department

Cities in California are becoming more and more diverse, and along with this change in demographics

often comes language and cultural barriers that can make it challenging for government agencies to

connect with their constituents. In this session, learn from a panel of government communicators who

have used multi-lingual social media outreach to better reach and engage their non-English speaking

residents.

11:45 AM – 12:15 PM Meet Your Chapter: This is your chance to meet your regional director, meet others in your area, discuss programs you’d like to see in the coming year and volunteer to support CAPIO programs. Northern California Meet & Greet

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Central California Meet & Greet

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Southern California Meet & Greet

Great Room VI

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12:15 PM – 1:30 PM Luncheon and Keynote Presentation Sponsor Spotlight: CV Strategies – Platinum Sponsor and Tuesday Luncheon Sponsor Sponsor Spotlight: Digital Deployment – Platinum Sponsor and WiFi Sponsor LUNCHEON KEYNOTE – THE ART OF PLAY – HOW TO USE PLAY TO IMPROVE CREATIVITY, CONFIDENCE AND COMMUNICATION Gary Ware, Strategic Play Consultant, Breakthrough Play

Great Room I-V

In a world where we are busier than ever, and forced to do more with less how can professionals and

teams continue to be creative while meeting the high demands of their day-to-day job? The answer…Play!

Think about it when we were kids we were extremely creative, and had no problem collaborating with

friends. The reason is that kids saw the world as a playground. As we got older life got serious, and we lost

our drive to play. The result is overwork, and burnout. In this highly interactive presentation learn from

veteran marketer –and professional improviser – on how you can utilize the tools that improvisers use to

make up stories out of thin air to become more creative, a better collaborator, and more importantly less

stressed. Learn why play is just as important as breathing and the Important tenets used in improvisation

that when applied in everyday life will have dramatic results in creativity, communication, and

confidence. Remember - failure is just feedback! What if your mistake is a gift?

1:45 PM – 2:45 PM Concurrent Breakout Session I PUBLIC RELATIONS AND THE ETHICAL TRIANGLE (PIO Institute Credit- satisfies elective (LI) Legal Issues and Ethics) Lael Wageneck, public engagement specialist, Santa Barbara County Public Works Department

Shutters East

As professionals we are expected to be loyal to our organizations, to be accurate and truthful, and serve

the public interest. We do all of these things as government communicators because we believe in the

power of our agencies to serve the whole of society. There are times, however, when the right decision

isn't always clear. Is it important to follow the letter of the law or do the ends always justify the means? Is

it appropriate to lie to the press in matters of public safety? Is it ever appropriate to share sensitive

information with the media? This session will explore how we can respond to ethical dilemmas by using

the "ethical triangle" approach. This approach can help us make better decisions by weighing our sense of

justice with what provides for the greatest good and what preserves our integrity. Part of the session will

explore how this approach works and the remainder will include discussions on real world ethical

dilemmas submitted by conference participants.

Concurrent Breakout Session II MEASURING EFFECTIVENESS: SAN JOSE’S LARGE ITEM COLLECTION CAMPAIGN Jennie Loft, public information manager, City of San Jose Kate Ziemba, public information representative, City of San Jose

Shutters West

Illegal dumping is a blight on many communities across the country. San Jose, with a million people, is no

exception. The City saw a 50 percent rise of illegally dumping incidents on private property over the past

three years. San Jos? tackled this issue by convening a City interdepartmental team to mitigate illegal

dumping with various solutions. San Jose’s Environmental Services Department’s (ESDs) solution provided

to 220,000 single-family households in the City a free curbside pickup of three large items such as sofas,

mattresses, and appliances. ESD piloted this service from October 2016 to June 2016.

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Concurrent Breakout Session III PIRATES, POETRY…AND PUPPIES: MAKING YOUR GOVERNMENT SOCIAL MEDIA FUN Tom Christensen, communications specialist, County of San Diego Melissa Phy, multimedia designer, County of San Diego

Great Room VI

How do you interact with your social media followers in a way that's fun and engaging while still being

professional? See examples of how to use pop culture, humor and everyday events to make your

government social media accounts interesting to generate new followers and keep them engaged.

From Talk Like a Pirate Day to National Poetry Day (with a Get out the vote message!) to the more

traditional animal photos, find out how you can latch on to trends and generate appropriate content for

your social media channels.

2:45 PM – 3:00 PM Refreshment Break, Sponsor Exhibits and Networking

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3:00 PM – 4:00 PM Concurrent Breakout Session II PODCASTING: TELLING GREAT STORIES IN DIGITAL’S HOTTEST MEDIUM Chris Gray-Garcia, deputy director of communications & public affairs, Placer County Scott Sandow, public information assistant, Placer County

Shutters East

Once relegated to the digital dustbin, podcasts are back - big time. But is this resurgent storytelling medium right for you? Placer County’s Scott Sandow and Chris Gray-Garcia discuss Placer’s recent venture into podcasting with their new series, The Placer Life, sharing lessons learned from the results so far, recommendations for when podcasting works best and the tools and tips you’ll need to develop a show.

Concurrent Breakout Session II WORKING WITH THE MEDIA IN TIMES OF CRISIS AND BEYOND (PIO Institute Credit- satisfies requirement (CC) Crisis Communications) Claudia Doyle, public health information officer San Bernardino County Department of Public Health C.L. Lopez, communications officer, San Bernardino County Human Services

Great Room VI

The world’s eyes were on San Bernardino County Dept. of Public Health’s Environmental Health Services

division in December 2015 following the deadliest terrorist attack in the US since 9-11. DPH and Human

Services PIOs were in a state of shock. They were the PIOs for the targeted division and their friends and

colleagues were in the room during the attack. However, they put aside their own grief and answered the

call. In the days that followed, they balanced supporting friends who lost loved ones with implementing a

communications strategy that included responding to national and international media inquiries, working

with major networks to ensure survivors were treated with respect and dignity during interviews, and

effective messaging that changed the narrative and told the story of their agency and those lost when the

world’s eyes were on them. This session will highlight best practices and the L.E.A.D. model that the team

implemented in time of crisis.

Concurrent Breakout Session III CONSTRUCTION RELATIONS: FROM NIGHTMARE ON ELM TO STREET OF DREAMS (PIO Institute Credit- satisfies elective (DF) Diffusing Hostility) Susan Bankhead, community relations manager, City of Carlsbad Rebecca Cole, director of public relations and community affairs, NV5 Craddock Stropes, senior management analyst, City of Carlsbad

Shutters West

Large capital projects are critical to keeping the public safe and your agency’s infrastructure in good

working order. Despite the importance of these projects, residents and businesses can have a hard time

seeing the benefits when they are dealing with noise, traffic, dust and other inconveniences. In this

session, you will hear from veterans of truly nightmarish projects and learn how they were able to

maintain community trust, keep the phones from ringing at city hall, tame grumpy contractors and

celebrate success.

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4:10 PM – 5:10 PM Concurrent Breakout Session I WORKSHOP: STEP UP YOUR WRITING (PIO Institute Credit- satisfies requirement (WR) Writing) Lauren Burch, digital marketing specialist, City of Union City

Shutters East

Ever feel like your writing could be a little better, but you don't know where to start? This workshop will

cover a few writing principles that can make your (and your agency's) communications more clear, concise,

and readable. These guides can be used whether you're drafting a press release, an email, social media

posts, website content, a personal blog, or pretty much anything else with words. Topics covered will

include: avoiding jargon and clichés; eliminating wordiness; using active voice; determining appropriate

tone; and creating your style and voice. Bring a pen and something to write on, because this workshop will

include writing exercises!

Concurrent Breakout Session II HOW A DATA-DRIVEN STRATEGY CAN BOOST ONLINE ENGAGEMENT (PIO Institute Credit- satisfies elective (MES) Measuring Results) Ashley Fruechting, senior director of marketing, Vision Internet Sarah MacDonald, communications officer, City of San Marcos

Great Room VI

The City of San Marcos saw a 370 percent increase in page views after dramatically reducing their website

content and focusing on resident priorities. How did they do it? By using a data-driven approach to

understand their visitors’ needs and tailoring content to serve them better. Sarah and Ashley will explain

how San Marcos used analytics to gain a deeper understanding of what residents sought most on their

website. They will walk through the process of crafting a content strategy based on those learnings. They

will demonstrate how this approach reaped positive results in terms of resident engagement and

organizational goals.

Concurrent Breakout Session III WHAT DO YOU MEAN I’M IN CHARGE?

Shutters West

Christina Byrne, section manager, Capital Projects Outreach, Orange County Transportation Agency

What happens when you go from being one of them to the boss? How to you overcome your own feelings

of inadequacy and "impostor-syndrome" to set the groundwork for an awesome team. Will they all hate

me? Will they respect my new role? Two years ago Christina was in your shoes. She rolled up her sleeves

and armed herself with an arsenal of strategies that have proven successful. She will give you a peak into

her tool box in order to motivate your own team in an era of limited budgets and often challenging public

employee scrutiny.

5:15 PM – 6:15 PM EXHIBITOR MIXER & RECEPTION – Sponsored by SAE Communications

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6:30 PM – 9:30 PM RESTAURANT ROUNDUP

Join your fellow PIOs for dinner at one of San Diego’s fabulous restaurants. Sign up for your selected restaurant at the Registration Desk before 2:00 pm on Wednesday. CAPIO will arrange for conference attendees to be seated together at the restaurant. Dinner expenses are on your own. Reservations are made for 7:00 pm. The DoubleTree is conveniently located on the Trolley line for easy access to the Gas Lamp, Little Italy, Downtown, Old Town or East Village.

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Wednesday, April 5, 2017

Room Sponsors: Shutters East | SiteImprove Shutters West | NetTango Great Room VI | JPW

7:30 AM – 5:00 PM Conference Registration/Information Desk

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7:00 AM – 8:00 AM ENERGIZE YOUR MORNING! ENJOY YOGA, OR A WALKING TOUR ALONG THE MISSION VALLEY WALKING PATH WITH YOUR FELLOW PIOS!

Catalina I Or Lobby

Get your blood moving before another great day of sessions with one of these two fun

options! Meet in Catalina I for those doing Yoga. Meet in the Lobby for those

participating in the walk.

8:00 AM – 9:30 AM Breakfast/Exhibits/Networking Come visit our exhibitors/sponsors while you enjoy breakfast!

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8:15 AM – 9:15 AM Concurrent Roundtable Sessions Great Room I-V

Grab your breakfast and join us for interactive morning sessions! These Roundtable Sessions will allow you to enjoy a round-table session format where you can ask one on one questions of the presenter. Each session will be 30 minutes long – so select two sessions from the list below that you want to participate in!

Five Concurrent Roundtable Sessions

Pick two and Rotate when the halftime mark is announced.

MILLENIALS IN THE WORKPLACE: RESEARCH, CASE STUDIES/BEST PRACTICES Dr. Mary Ann Pearson, chair of arts and sciences and associate professor of Public Relations, CBU Online

Understanding how generational traits vary can help to improve productivity. The great generation, baby boomers, generation X and millennials communicate and interact as they work together. Understanding best practices and case studies can help to develop a productive, cohesive team.

BUILDING SUPPORT FOR YOUR PROGRAMS THROUGH TOURS Melissa McChesney, communications officer, Padre Sam Municipal Water Wendy Hovland-Henry, communications strategist, NV5

Learn how to get the best and highest use from public facilities by designing a tour program that serves your community, builds support for your program and creates goodwill for your agency. Based on experiences of setting up a tour program for an advanced water purification demonstration facility, attendees will learn skills and gain practical knowledge on how to create a tour program that is effective, impactful and educational.

DEVELOPING OR REFRESHING YOUR BRAND WITH LIMITED RESOURCES Michelle Adams, public affairs analyst, West Valley Water District

Whether you are doing a full rebrand or simply refreshing your brand, leveraging your resources is

imperative. This roundtable will address the research, surveys, brand exploration and brand development

associated with refreshing a brand and developing a new brand when your agency is both understaffed

and strapped for time.

STRETCHING YOUR COMMUNICATIONS PROGRAM WITH A PUBLIC INFORMATION TEAM Gina DePinto, communications manager, Santa Barbara County Communications initiatives are always better when you have a full team working together. Come learn

about how our County developed a County staff Public Information Team (PIT) comprised of one or more

members from each County department, of which there are 24. The session will help you form an internal

Public Information Team for your agency, regardless of size!

WHAT’S NEW IN COMMUNICATIONS Karen Terrill, crisis communications trainer, Media Survival Group Do you know what 741-741 means for Gen Zs in a crisis? How about First Net? Or Tactical EMS? These are the first three in a list of concepts that were new to Crisis Communications in 2016...Some of the topics were painful, such as the war on cops and the misery of immigrants trying to find their place in our

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communities. Learn how PIOs can improve all of these situations with positive and empathic communications.

8:30 1M – 9:15 AM ACCREDITATION IN PUBLIC RELATIONS INFO SESSION It’s official: CAPIO is only one of nine public relations organizations to offer our

members the internationally recognized Accreditation in Public Relations (APR)! The

APR is overseen by the Universal Accreditation Board, comprised of representatives

from the nine organizations. Come hear from Rachel McGuire, APR, CAPIO’s Education

and Development chair discuss more details about the program including steps, costs

and support along the way.

Shutters East

9:00 AM – 12:00 PM Professional Portraits Need a new professional headshot? This is your chance! CAPIO has secured Eric Reed Photography to offer portraits on both Tuesday and Wednesday at no cost to you. A link for you to download your photo digitally will be provided after the event.

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9:30 AM – 10:30 AM Concurrent Breakout Session I

Shutters West

MEDIA AND MOSQUITOS: LESSONS FROM SAN DIEGO COUNTY’S ZIKA PREVENTION EFFORTS (PIO Institute Credit- satisfies requirement (MR) Media Relations)

Craig Sturak, group communications officer, County of San Diego

Alex Bell, Land Use and Environment Group Program Manager, County of San Diego

With more than 65 travel-related Zika cases in San Diego County, efforts to educate the public and engage

the media about Zika and other mosquito-born illnesses present a number of questions and challenges for

county officials, particularly when environmental and public health teams spray in communities to

eliminate adult invasive Aedes mosquitoes near the homes of confirmed cases. Public Information Officers

from the County of San Diego will discuss the county’s approach to involving the media and the

community in spraying events, and lessons learned from those experiences.

Concurrent Breakout Session II VIDEOS ON THE GO: USING YOUR IPHONE TO TELL YOUR STORY (PIO Institute Credit- satisfies elective (PH) Photography/Video) Christine Paik, director of communications, Poway Unified School District

Great Room VI

Hear from a 15-year TV News veteran who is now bringing her video skills to school PR. You’ll learn the

basics of creating amazing videos just using your iPhone. Learn about shooting tips and tricks and how

inexpensive gear can drastically improve your video quality. This session will cover apps like iMovie or

Videolicious as well as the best platforms to share your videos to reach your audience.

Concurrent Breakout Session III BROCHURES ARE DUMB, AND OTHER LESSONS TO LIVE BY David Brauhn, communications manager, City of Walla Walla

Shutters East

Quit being boring. If you want to engage citizens, then you need to be engaging. This session will teach you

how to shift your focus so you can share your story dynamically by both entertaining and educating

citizens. You'll also see real-world examples of campaigns that connected community while improving a

city government's public image.

10:30 AM – 10:45 AM Coffee Break, Sponsor Exhibits and Networking

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10:45 AM – 11:45 AM Concurrent Breakout Session I DIVERSITY IN CALIFORNIA: THE NEW NORMAL; CONNECTING AND CULTIVATING ‘NEW-TO-YOU’ COMMUNITIES Ted Nguyen, sr. manager, external affairs diversity outreach and business opportunities, Orange County Transportation Agency

Shutters West

This multimedia session will share the latest statistics and other relevant information about the dynamic

changing face of California. As the nation’s epicenter of culture, religion, ethnicity and sexual orientation,

California is leading the demographic charge. Addressing these swift changes can mean the difference

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between perplexed public agencies facing charges of bias and discrimination or enlightened public

information officials with the understanding, sensitivity and strategies to fully embrace all constituencies

who will play an ever increasingly pivotal role in the success of local communities in the Golden State. The

session will share details of an award-winning case study for outreach and communications in numerous

diverse communities, including America’s largest Vietnamese community in Orange County’s Little Saigon.

Concurrent Breakout Session II CREATING AND USING A COMPREHENSIVE COMMUNICATION PLAN (PIO Institute Credit- satisfies requirement (SC) Strategic Communication)

Jacqueline Lambiase, Department Chair, Professor, Department of Strategic

Communication, Texas Christian University

Great Room VI

Rather than focusing on one tactic after another, strategic communication planning helps organizations

focus more consistently on key messaging that strengthens a city or county's brand. This session tackles

the biggest beast in a communicator's toolbox: the comprehensive communication plan. It will help

communicators know how to create or update communication plans for their public-sector organizations,

focusing on building better internal, external and crisis communication with many stakeholders.

Concurrent Breakout Session III WHERE’D THE MEDIA GO? (PIO Institute Credit- satisfies requirement (MR) Media Relations) Gina Gonzalez, economic development manager, City of Menifee Andrea Suarez, consultant, Connect Communications

Shutters East

Do you struggle to get key messages and news to your community? This presentation is for beginners or

those who work for a smaller government agency seeking fresh ideas. The current media landscape is

presenting new challenges in getting information to the community. Learn how you can use existing

resources to successfully reach your target audience. This session will illustrate how cities are using

multiple resources to reach their audience including: owned resources, social media, message

ambassadors and media outreach. The session will close with the opportunity to share your best

practices/ideas to engage your audience. Bring your A-game and earn prizes for top ideas!

11:45 AM – 12:00 PM Sponsor Exhibits and Networking

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12 PM – 1:30 PM Luncheon, CAPIO Business Meeting and Keynote

BUSINESS MEETING Christine Brainerd, communications manager, City of Folsom and Incoming CAPIO president

SPONSOR SPOTLIGHT: Granicus – Platinum Sponsor and Luncheon Sponsor

LUNCHEON KEYNOTE – POLITICAL CORRECTNESS, TWEETS AND MEMES – HOW TO SURVIVE THE CROSSFIRE James Lee, President, The Lee Strategy Group

Great Room I-V

No one predicted this past election season and fewer predicted the kind of charged political climate we

live in now where every single tweet, comment or statement can land you in hot water or worse yet as a

viral meme. In this environment, how can you steer yourself, your organization and your colleagues

through what is a minefield of political correctness, social media pitfalls and just plain ugly moods? Find

out in this lively session with a communications strategist that is helping companies navigate these tricky

waters right now and gain some insights on how to survive in the crossfire.

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1:45 PM – 2:45 PM Concurrent Breakout Session I I POSTED MY SOCIAL MEDIA, NOW WHAT? SOCIAL MEDIA ANALYTICS Tom Christensen, communications specialist, County of San Diego

Great Room VI

Everyone is doing social media. But for most of us, it's just a part of our job description. We've got to

deliver results with little or no budget because social media is "free." Learn how to use use free analytic

tools and as little time as possible to see if what you're doing is working and how you can maximize your

efforts. Learn to tailor your content and showcase your results and effectiveness - whether it's increased

web traffic, awareness of programs or attendance at events - and tell that story to your boss.

Concurrent Breakout Session II A WATER AGENCY’S RESPONSE TO GOVERNOR’S DROUGHT ORDERS

Shutters West

Erin Morales, lead community outreach representative, Cucamonga Valley Water District

In 2015, water providers statewide faced the collective crisis of answering to the Governor’s demands for

increased water conservation in lieu of the drought. In response to the State Water Resources Control

Board’s resolution adopting emergency regulations, the Cucamonga Valley Water District (CVWD/District)

Board of Directors adopted a resolution increasing its water conservation requirements to a Stage 6:

Severe Water Emergency requiring 35% conservation by all customers. The CVWD Communications &

Outreach team responded immediately by coordinating a multi-pronged, aggressive outreach campaign to

reach all customers. The goal of the campaign was to reduce overall water use in order for CVWD to meet

state mandated water use reductions and not be penalized by the State of California for water overuse.

While CVWD always encourages water conservation and efficiency this amplified messaging campaign had

to be done quickly and effectively with little room for error. Equally critical was internal communications,

to ensure the message was consistent and effective by all employees in every District department. This

session will cover CVWD?s outreach strategy and provide communication tools that communicators across

the board can use for future crises including how to achieve communications goals in the most productive,

cost-effective, and timely manner.

Concurrent Breakout Session III THEY JUST DON’T GET IT: HOW TO GAIN RESPECT/CONVEY THE VALUE OF COMMUNICATIONS (PIO Institute Credit- satisfies requirement (SC) Strategic Communication) Jennifer Coyle, president, North Star Consulting Jessica Padilla Bowen, APR, community relations manager, City of Carlsbad

Shutters East

Let’s face it: some people get it, and some people don’t. In this session, you will learn how to get your

organization’s staff and leaders to see communication as a valuable and essential management function.

You’ll learn how to get inside the heads of your customers to identify their underlying needs and values

and utilize negotiation techniques that will break through resistance to your recommended

communication strategies. Speakers will go over strategies for convincing even the most technical

engineer, risk-averse manager and penny pinching analyst to trust your advice, approve your plan and

fund your program. As a result, you will be seen as an even more valuable member of your agency’s

strategic leadership team.

2:45 – 3:00 PM Refreshment Break, Sponsor Exhibits and Networking Foyer

3:00-4:00 PM Concurrent Breakout Session I MAGNIFY YOUR MESSAGE (PIO Institute Credit- satisfies requirement (MR) Media Relations) Drew Sugars, public information officer, City of Burbank Joe Flores, marketing and public communication, Burbank Water and Power Dave Mecham, journalist, KTLA

Shutters West

As we spend more and more time using social media and the internet to deliver our messages, it's easy to

forget that traditional media still hold tremendous power to influence large masses of people. So, how do

you cut through the clutter to get TV/Radio/Print to tell your story? This session will show you how to

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team up with other agencies to “Magnify your Message.” We’ll focus on tips to build relationships and

strategies to get the attention of the “big guys,” including a case study in which three cities prompted

multiple news organizations in the nation’s #2 media market to tell virtually the same story.

Concurrent Breakout Session II NEWS RELEASES TO GET MEDIA ATTENTION, NOT MAKE YOUR BOSSES HAPPY Ray Smith, public information officer, County of Riverside Jose Arballo, senior public information specialist, Riverside University Health System-Public Health

Shutters East

Many news releases begin with fatal or near-fatal flaws. Writers include the full names

of departments or companies in the first sentence, hoping to generate attention for

their employer. They open with information that's important only to the people in their

organization. But if a release does not kick off with the news or something inherently

interesting, most reporters won't finish the first sentence. Discussion will included using

news judgment and selling an idea to improve the chance for publication. Also: how to

weave a company/agency into the story to get recognition (which won't ever happen if

a release doesn't get published); writing simpler, clear sentences without jargon;

humanizing releases to eliminate bureaucracy and "process stories" and appeal to a

broader audience.

Concurrent Breakout Session III RAZZLE DAZZLE ‘EM: THE ROLE OF HUMOR/EMOTION IN EFFECTIVE COMMUNICATIONS OUTREACH (PIO Institute Credit- satisfies elective (SI) Selling the Idea) Lana Haddad, director of government and public affairs, Long Beach Water Department Cecelia Griego, water resources specialist, City of Redlands Cassandra Popli, director of account services, ETA Agency David Wylie, public information officer, Victor Valley Wastewater Reclamation Authority

Great Room VI

How does a public agency, long accustomed to being a monopoly in our area of service,

compete for the same, finite attention span and engagement in today’s environment,

which is dominated by edgy advertising and marketing from world-class brands?

This proposed panel would include government communication and marketing

professionals who are creating and developing effective and unique communication

outreach strategies to engage their audiences with content. From video games to sassy

brand ambassadors, explore the creative process and the role of social media in getting

the message out in a way that delivers results.

5:00 PM / 5:30 PM BUS TRANSPORTATION FOR AWARDS DINNER We will have buses departing at 5:00 (loading at 4:45) and 5:30 (loading at 5:15) from the hotel lobby for the Awards Reception and Dinner at the Prado at Balboa Park. You may also drive to Balboa Park if you wish. Free parking is available.

Hotel Entrance

5:30 PM – 6:30 PM AWARDS RECEPTION (Semi-formal attire recommended for reception and dinner)

Prado Courtyard

6:30 PM – 9:00 PM EXCELLENCE IN COMMUNICATIONS AWARDS GALA AND PIO GRADUATION Enjoy an evening celebrating Awards of Excellence winners, our annual Paul B. Clark and Communicator of the Year recipients and the J. Lindsey Wolf PIO Institute graduates. Dinner will include a delicious three course dinner. The main entrée will be a combination plate of halibut and filet mignon. The vegetarian option is risotto, also available for vegans. You won’t want to forget your camera we will have plenty of great photo opportunities, plus music and dancing after the program to the tunes of San Diego’s “The Groove” DJ. Buses will depart the after the event as needed – anticipated times are 8:45, 9:00 and 10:00 pm

Prado

Balboa Park

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Thursday, April 6, 2017 9:00 AM – 10:15 AM

2017-2018 CAPIO Board of Directors Meeting & Breakfast (Open to all attendees)

Shutters West I

9:15 AM –10:15 AM Concurrent Breakout Session I - Room Sponsor: 20/20 HANDLING MEDIA DURING A CRISIS: SAN BERNARDINO COUNTY SHOOTING (PIO Institute Credit- satisfies requirement (CC) Crisis Communication) Felisa Cardona, deputy public information officer, County of San Bernardino

Shutters East II

San Bernardino County PIO David Wert and Deputy PIO Felisa Cardona describe how the county handled

the initial media onslaught and the national attention when the shooting was linked to terrorism, how the

story has stayed alive and evolved beyond the first anniversary, and how communications is playing an

important role in helping the county family heal.

Concurrent Breakout Session II - Room Sponsor: 20/20 BEYOND THE BOOST: DEMYSTIFYING DIGITAL ADVERTISING (PIO Institute Credit- satisfies requirement (EM) Electronic Media) Kristina Ray, communications manager, City of Carlsbad Christian Kilgora, multi-market regional sales manager, ReachLocal

Shutters East I

Adwords? Smart Pixels? PPC? Oh my. Learn the basics of online advertising, from how to choose your channels, set up campaigns, create effective ads, determine a budget and measure results. No money? No problem. With digital advertising, for as little as a few dollars a day you can still reach more of your target audience than many traditional tools. This session will cover all the basics for creating ad campaigns on Facebook, Instagram and YouTube, as well as how to set up pay-per click, banner ads and website retargeting. Whether a one person operation or part of a larger communication department, you'll walk away with a new understanding the world of online advertising and practical tips to get started.

Thank You to Our Sponsors!

Diamond Sponsors

(sponsors continued on next page)

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Platinum Sponsors

Gold Sponsors

Silver Sponsors

Bronze Sponsors