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J U N E 9 -1 1 ,2 0 0 9 • G E O R G E T O WN U N I V E R S I T Y • WA S H I N G T O N ,D . C .
ENGAGING THE NEW
INFLUENCERS
THIRD ANNUAL
NEW MEDIA ACADEMIC SUMMIT
N E W ME D I A A C A D E MI C S U MMI T |
E N G A G I N G T H E N E W I N F L U E N C E R S
Table o Contents
Industry and Brand Insights
From PR to Public Engagement by Richard Edelman.....................................................................................2The State o Media: Today and Tomorrow....................................................................................................... 3Employee Engagement: Encouraging New Conversations.............................................................................4 Advancing Reputation: Every Organization is a Media Company................................................................... 5Crowdsurfng: Engaging Consumers.............................................................................................................. 6The New Era in D.C.: A Discussion with Bob Shrum (D) and Tony Blankley (R).............................................. 7Global Perspectives........................................................................................................................................ 8Health: Using New Media in a Regulated Industry.......................................................................................... 9Insights rom the U.S. Administration about Engagement............................................................................10NGOs: Advancing Issues.................................................................................................................................11Measuring the Impact o Social Media......................................................................................................... 12What’s Next?................................................................................................................................................. 13
Academic Insights
Workshop: The Pros and Pros: Building the Future Communications Workorce...........................................14Teaching Social Media: What Skills Do Communicators Need?...................................................................15
About This Report
Edelman convened more than 100 proessors o communications, journalism, business and public relationsrom across North America and Europe to discuss how companies, organizations and media eectivelyengage their stakeholders through social media. The sessions were led by more than 50 practitioners whoguide digital communications strategies within leading organizations – including AstraZeneca, CNN, eBay,Environmental Deense Fund, GE, Johnson & Johnson, Microsot, Starbucks, The Lance Armstrong Foundation,UPS, and Whirlpool, among others.This report provides best practices and actionable insights into how to engage employees, consumers,investors, regulators and media.For more inormation on the event, including webcasts o the panel sessions,visit www.newmediaacademicsummit.com/Summit09/agenda.asp.
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