FOR LEADERSHIP IN PUBLIC RELATIONS

Lubin House | Syracuse UniversityNew York, New York

November 8 - 10, 2018

Challenge For

Two-day Intensive Workshop

Emerging LEaders

The Challenge for Emerging Leaders

The Plank Center’s Challenge for Emerging Leaders is an intensive,hands-on, two-day leadership workshop for diverse, high-potential and

high-achieving university public relations seniors nationally. The overall goal is to develop and inspire these emerging leaders and enrich the profession’s future. Students who complete the Challenge will be awarded a Certificate of

Leadership Achievement endorsed by prominent industry leaders.

“During the Challenge for Emerging Leaders, students will have an opportunity to learn from some of the best professionals and academics in the industry. The relationships that they build

are bound to last a lifetime.”

2018 Challenge SponsorsA special thank you to the following sponsors who made the Challenge possible:

And a special thank you to the following for their assistance: Keith Burton, Alexa Campbell, Michelle Dionne, Lorie Gawreluk, Dr. Karla Gower, Derek Hooper, Aly Mason, Katie Patton, Maria

Russell, Syracuse University and Jessika White

A Letter From The Program Director

Students, welcome to the Challenge for Emerging Leaders! We’re excited about our journey together over the next 48 hours.

The Challenge was born in 2015 in a conversation among board members about our mission to advance leadership at all levels. Professionals in the field have access to many development programs, but such opportunities are limited for students and young professionals. So we created this intensive leadership workshop for engaged, high-achieving and diverse university seniors majoring in public relations. Our research reveals experiences like the Challenge can energize young leaders, accelerate their development and inspire their vision for leadership. This is what we hope to accomplish.

We’ve assembled a talented team to help. Dr. Peter Hammerschmidt is the foremost leadership development expert in the country. Our luncheon and dinner speakers—Gary Grates, Jennifer Lowney, Radina Russell and Michael Sneed—are experts who will share their personal journeys to leadership. Of course, the workshop is only possible due to our incredible sponsors: Johnson & Johnson, The Plank Center and W2O Group.

I encourage you to embrace this rich opportunity. Gain some crucial self-insights. Advance your conflict management and team-building skills. Acquire basic business knowledge. Build lifelong connections with other students and professionals. Help create an experience and event that can be shared with hundreds of promising young leaders in our field in the years ahead.

As Betsy Plank would say, God Speed!

Bruce K. Berger, Ph.D.Program Director

Challenge Participants

Gabby ApuzzoSeton Hall University

Sarah Rose AuerbachSeton Hall University

Shakirah BrightlyMonmouth University

Kelly CarrSeton Hall University

Ashley CarterRowan University

Luna CharlesQuinnipiac University

Deanna DiRienzoQuinnipiac University

Catherine FabianoQuinnipiac University

Chelsea JonesQuinnipiac University

Gigi KawarSyracuse University

Challenge Participants

Eric A. LamadridSeton Hall University

Cole MassieSyracuse University

Kathleen McQuarrieSeton Hall University

Anya MourovannyiRowan University

Najah N. PryorMonmouth University

Daniella ScarmatoMonmouth University

Julia TrainorSyracuse University

Kyle TrappSyracuse University

Valtina XuSyracuse University

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FRIday, NOV. 9

Thursday, NOV. 8

Saturday, NOV. 10

Group Session: Welcome & IntroductionsPergament Room, 1st Floor, Lubin HouseLeader: Dr. Bruce Berger, The Plank Center for Leadership in Public Relations

Team Case Study Work Session #1Breakout Rooms (by team)

DinnerDining Room, Lubin HouseSpeaker: Michael Sneed, Johnson & Johnson

KAI (Assessment) & Planners/Implementers ActivityPergament Room, Lubin HouseLeader: Dr. Peter Hammerschmidt, Leadership Consulting Services

Team Case Study Work Session #2Breakout Rooms (by team)

Luncheon Pergament Room, Lubin HouseSpeaker: Jennifer Lowney, Citi

Conflict Dynamic Profile & Economic Value ActivityPergament Room, Lubin HouseLeader: Dr. Peter Hammerschmidt

Group PresentationPergament Room, Lubin HouseSpeaker: Radina Russell, Macy’s

DinnerDining Room, Lubin House

Team Case Study Work Session #3Breakout Rooms (by team)

Business & Financial EssentialsPergament Room, Lubin HouseLeaders: Daniel O’Donnell & Jada Culver

Final Team Case Study Work Session #4Breakout Rooms (by team)

Teams Present Diversity Case StudiesPergament Room, Lubin HouseLeader: Dr. Bruce Berger

LuncheonDining Room, Lubin HouseSpeaker: Gary Grates, W2O Group

Certificate presentations, class picture, evaluations & goodbyes

*Please have breakfast on your own before arriving

*Please have breakfast on your own before arriving

4:00 - 4:45 pm:

4:45 - 6:00 pm:

6:00 - 7:30 pm:

8:00 - 11:00 am:

11:00 - 12:00 pm:

12:00 - 1:00 pm:

1:15 - 4:15 pm:

4:30 - 5:30 pm:

5:30 - 6:30 pm:

6:30 - 9:00 pm:

8:00 - 9:30am:

9:30 - 10:45 am:

11:00 - 12:30 pm:

12:45 - 2:00 pm:

2:00 - 2:30 pm:

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SpeakersBruce K. Berger, Ph.D. is professor emeritus of advertising and public relations at The University of Alabama and serves on the board of The Plank Center for Leadership in Public Relations. He’s researched and published extensively on leadership in PR, employee communications and power and influence in practice. His research has been nationally recognized with IPR’s Pathfinder Award (2012) and the PRSA Foundation’s Jackson Jackson & Wagner Behavioral Science Prize (2013). He also received PRSA’s Educator of the Year Award (2006). Previously, Bruce was a public relations professional and executive for The Upjohn Company and Whirlpool Corporation for 20 years, during which he worked on diverse communication projects in more than 30 countries. He also was president of the Whirlpool Foundation.

Keith Burton is principal of Grayson Emmett Partners, which he formed in 2014. Keith is one of the world’s leading global practitioners in employee engagement and internal communication. Previously, he was a partner with Brunswick Group, New York and London, and prior to that he founded and served as president of Insidedge, a leading employee communication consultancy in the Interpublic Group of Companies. He served as a senior executive with Golin, Hill+Knowlton and Ketchum. Keith has worked with such clients as Amazon, American Airlines, Facebook, FedEx, IBM, Johnson & Johnson, NASA, National Bank of Abu Dhabi, NATO and many others. He serves on the boards of The Plank Center, which he chairs, and IPR. He also is an executive-in-residence in the IMC program at the Medill School, Northwestern University.

Gary Grates is a principal at W2O Group, where he leads corporate and strategy practices. He is a thought leader in organizational change, management and employee internal communications, having published more than 200 articles and white papers on these topics. He has counseled more than 100 organizations, including PepsiCo, Caterpillar, Shell, Kraft, Nissan, GE, Exxon/Mobil, Shell, Visa, eBay, United Airlines, Coca-Cola and Dell. From 2006 to 2011, Gary established the Global Change and Employee Engagement Practice at Edelman. Prior to Edelman, he served as vice president of corporate communications at General Motors North America. He is an adjunct professor at Syracuse University’s Newhouse School of Public Communications and was named one of Newhouse School’s “Top 40” graduates.

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Speakers

Peter K. Hammerschmidt, Ph.D. is president of Leadership Consulting Services, Inc., a professor of economics at Eckerd College and a senior trainer and research associate on the faculty of the College’s Leadership Development Institute: an affiliate of The Center for Creative Leadership. His paper, “The Kirton Adaption Innovation Inventory and Group Problem Solving,” was published in The Creative Problem Solving Journal. He formerly hosted the economics segment of “Tampa Bay Today” on WXFL-TV (NBC). He was selected for the ”Leadership and Team Building Trek” at Mt. Everest by the Wharton School and has twice led a “Leadership and Team Building” summit climb of Mt. Kilimanjaro. Peter has led several teams to Antarctica on a team building adventure.

Jennifer Lowney is head of corporate communications for Citi, where she oversees the communications teams in Japan and Canada, as well as the social media team, and serves as a principal spokesperson for Citi. Jennifer has more than 18 years of experience counseling diverse companies on major news events and strategic challenges that affect reputation, valuation and business success. Her work has included IPOs for Visa, Facebook and Hilton Worldwide and the reorganizations or bankruptcies of Hawker Beechcraft, MGM Studios, Owens Corning and Enron. She also has supported corporate transactions including Facebook’s acquisitions of Instagram, WhatsApp and Oculus, and Pfizer’s acquisitions of Wyeth and King Pharmaceuticals.

Karla K. Gower, Ph.D., is the director of The Plank Center for Leadership in Public Relations and the Behringer Distinguished Professor in the Advertising and Public Relations Department at The University of Alabama. Karla practiced law in Canada for eight years before moving to Arizona in 1992. She worked in PR at Blue Cross and Blue Shield of Arizona during the Clinton administration’s attempts at health care reform, in internal communications and media relations at GateWay Community College and was part of a three-member team of writers in the Office of University Development at UNC Chapel Hill. Karla holds a Ph.D. in mass communication from UNC Chapel Hill, an M.A. degree in mass communication from Arizona State University, and law and B.A. degrees from the University of Western Ontario,

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SpeakersDaniel O’Donnell is head of corporate communications at AIG, where he leads corporate reputation and issues management, financial communications and corporate media relations. Before taking this role in 2018, he spent nearly a decade at Brunswick Group, the international corporate communications consultancy, where he advised clients on communications strategies for business-critical legal and financial situations. His clients included leading global companies across the U.S., Canada, Europe and Asia Pacific. Daniel is a two-time graduate of The University of Alabama. In 2004, he earned a B.S. in accounting, summa cum laude, and in 2008 he completed his M.A. in communications.

Radina Russell is group vice president of corporate communications and external relations for Macy’s, Inc., where she oversees strategic and financial communications for Macy’s, Bloomingdale’s and Bluemercury. Previously, she was managing director and head of Teneo’s global investor relations practice, and prior to that, director in the capital markets advisory group at Brunswick Group. Radina began her career as a strategic planning analyst at Deloitte, where she developed strategic plans and internal and external communications strategies. She received a bachelor’s degree in business administration and information systems from the University of North Carolina at Chapel Hill and an M.B.A. from Columbia Business School. She is co-founder and director of Harlem Girls Cheer, Inc.

Michael Sneed is EVP, global corporate affairs & chief communication officer of Johnson & Johnson, and a member of the corporation’s executive committee. He leads the corporation’s global marketing, communication, design and philanthropy functions. He joined the company in 1983 and has held increasingly responsible positions since then in the U.S. and Europe. Michael is a member of the board of trustees at Macalester College and the Thomas Jefferson Health System. He also serves on the executive committee of the Ad Council. He holds an M.A. in business administration from the Tuck School of Business at Dartmouth College and a B.A., cum laude, from Macalester College.

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AdvisorsJada Culver joined Brunswick Group’s New York office as an account researcher in 2017. She provides communications support for the high-profile IPO of Saudi Aramco and contributes to teams across the U.S. as they prepare for new business meetings and pitches. She has assisted with client issues for teams including Macy’s, AB InBev, Burberry and State Street Global Advisers, as well as internally, where she plays a key role on the U.S. energy team. She is an Atlanta native and 2017 graduate from The University of Alabama with a degree in public relations.

Sarah Dougherty is an associate on New York Life’s external communications team, working across asset management and corporate reputation groups, aligning PR strategies with business goals and initiatives. Previously, she was part of Burson Cohn & Wolfe’s corporate practice, where she supported media relations and issues management. Sarah graduated cum laude from The University of Alabama Honors College, with a B.S. in public relations and spanish. She served as the national VP of career services on the PRSSA 2016-2017 National Committee.

Jacquie Hudson is an account supervisor in Ketchum’s New York office, working with clients to plan and execute communications strategies including thought leadership, media relations, content development and social impact initiatives. She has experience navigating the financial service industry, targeting millennial audiences and helping achieve business objectives for diverse clients. Jacquie earned honorable mention for PRWeek’s 2018 Outstanding Young Professional. She graduated summa cum laude from the Honors College with a B.S. in public relations at The University of Alabama.

Blair Martin works in Weber Shandwick’s New York office as a senior associate in the healthcare practice. She supports a variety of product launches, consumer-facing campaigns, content marketing and medical meetings for global clients. Blair is also an active member in The Leukemia & Lymphoma Society’s young professional organization, Society Ties. She graduated magna cum laude from The University of Alabama with a B.S. in public relations and a minor in communication studies.

Our Legendary Inspiration

FOR LEADERSHIP IN PUBLIC RELATIONS

Shaping the Future of the Public Relations Profession Through Leadership & Mentorship

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As the leading international resource for public relations practitioners, educators and students, The Plank Center helps develop and recognize outstanding diverse leaders, role models and mentors to advance the profession.

Led by a national advisory board of leading educators and practitioners, the Center works to achieve its mission by:• Advancing knowledge of leadership values and skills in the profession;• Supporting research, teaching, service and professional educational efforts that help

develop diverse, responsible and trustworthy leaders;• Bridging the interests and vision of the practice and education; and• Collaborating with other groups and associations to nurture the ethical and effective

practice of public relations.

Betsy Plank was the inspiration for both The Plank Center and its mission to foster mentorship and leadership potential in the next generation of PR professionals.

A legend in public relations, Betsy was the first woman to serve as national president of the Public Relations Society of America and the first to receive three of PRSA’s top individual awards: the Gold Anvil Award (1977); the Paul M. Lund Public Service Award (1989); and the first Patrick Jackson Award (2001).

In addition to her many personal accomplishments, Betsy devoted much of her time to advancing public relations education, consistently and passionately advocating for the profession’s students. She played a central role in the establishment of PRSSA

in 1967, and in 1981, while serving as a National Adviser, co-founded “Friends of PRSSA” (now “Champions for PRSSA”).

Her legacy is most visible in the countless public relations professionals, educators and students who credit her with taking the time to mentor them throughout her career. Her focus on others led her to become the most individually-recognized woman in the industry, a testament to the value of selflessness in professionalism.

DR. KARLA K. GOWERBox 870172, College of Communication & Information Sciences

The University of Alabama • Tuscaloosa, AL 35487-0172

205.348.7250 • gower@apr.ua.eduPlatform Magazine • platformmagazine.org