Groceryshop logo

Groceryshop 2019: Highlights from Twitter

Alas, the Ketner Group team did not attend last week’s Groceryshop event in Las Vegas. However, it felt like we were right in the room via comments made in the Twitterverse. This is year two of Groceryshop, and from what we’ve been hearing, it did not disappoint! Groceryshop brought together over 3,000 attendees and more than 200 speakers, all who are extremely passionate about the transformation of the grocery retail industry. And why shouldn’t they be? The industry is redefining itself day after day, with new and shiny ways to make our trips to the grocery store – be they online or in a physical location – a fun and delightful experience.

Overheard on Twitter about Groceryshop 2019:

Let’s Give The Grocery Industry Something To Talk About

Grocery Retailers Should be All About That Data

Advertising Week New York

Advertising Week New York: A Ketner Group Preview

With clients like Adlucent and PMG on our roster, Ketner Group understands advertising’s role in today’s retail market. For that reason, I was excited to see the retail-heavy agenda unfold for Advertising Week New York. As an added bonus, Advertising Week is located just steps away from the Ketner Group NYC headquarters in Lincoln Square.

On Monday, Sept. 23, there will be eight retail-focused sessions with smattering of related content throughout the four-day event. Curious what’s on my agenda for the week? If so, here’s a preview for you!

Retail at Advertising Week

Monday’s retail lineup will be held on the Culture Builders Stage.

A.M. Lineup

“Passion & Performance Marketing: Driving Growth & Demand While Honoring The Spirit Of Your Brand” kicks off the retail sessions at 9:45 a.m. Google, Cardlytics and Tinulti will discuss marrying passion and performance in online and local to generate happy customers.

Next, the focus shifts to data. Experian, PlaceIQ, IRI Worldwide and TrueData explore how brands can extract more from their data. Check out “So Much Data…So Little Time” at 10:45 a.m. to learn how to manage mass amounts of data and make smarter advertising decisions.

If retail is the topic of conversation, Amazon is sure to come up. At 11:45 a.m. Catalyst, Xaxis, Georgia-Pacific and Pacvue look at how Amazon is reshaping shopper marketing. “Seismic Shifts: How Amazon is Reshaping Shopper Marketing” will help retailers and and brands better understand this changing dynamic.

P.M. Lineup

One of the hottest topics in retail is direct-to-consumer brands. During “Reinventing Retail – How to Think Like DTC Startups” at 12:45 p.m., Rhone, Koio, Bombas and Dagne Dover join Digiday‘s Shareen Pathak to explore how “DTC brands are reinventing the consumer journey, [and] experimenting with customer service and retail concepts.”

Afterward, stay in your seats for the 1:45 session, “Hello to Good-Buy: Marketing Approaches to Drive the Evolving Consumer Journey.” Valassis, GSK and Universal McCann chat reimagining marketing approaches to effectively engage evolving shopper preferences.

Then, for some holiday talk. At 2:45 p.m., Open X and Essence Global take the stage for “Reaching Holiday Shoppers in the Age of Digital.” Attendees will leave with a better understanding of today’s holiday shopper and an overview of 2019 holiday consumer spending habits.

At 3:45 p.m. Constellation Brands, AT&T and CAA discuss “Beyond Digital Retail: The Future of Retail, Moving Well Past Omnichannel.” Panelists will discuss the consumer demand for customization, on-demand services, and the impact of mobile and technology.

The retail track wraps at 4:45 p.m. with “Flipping the Script: The Rise of Shape-Shifting Experience Platforms.” VMLY&R and SHOWFIELDS, the new store concept from Shopify, explore today’s top marketing strategies.

Monday wraps with a networking happy hour. Stick around for cocktails and conversation with fellow attendees.

What to Check Out After Monday

While the official retail track takes place on Monday, there are plenty of related topics to check out throughout the four-day event. So, let’s see what other sessions are worth checking out.

Tuesday largely focuses on AdTech and brand innovation. Throughout the day, hear from Burger King, brands like The Knot, LG and OceanSpray, and Verizon and Anheuser Busch.

On Wednesday, DTC, retail and the customer experience continue to be key themes. Sessions include:

On Thursday, Advertising Week will focus on female leaders in advertising and marketing at retailers and brands in a series of “Future is Female” sessions.

Meet Ketner Group at Advertising Week

Attending Advertising Week? Want to chat about the state of advertising and retail? In that case, I’d love to connect and grab a cup of coffee during the events. Send me an email and we’ll find a time to meet up.

Ketner Group Panel on Storytelling in Nashville and Austin

Nashville Office Hosts Storytelling Panel

On August 26, as part of the week-long celebration of our Nashville office launch, Ketner Group hosted an outstanding all-female panel around storytelling and brand building. If you’d like, you can view a recording of the panel on our blog.

With more than 60 entrepreneurs, marketers and communicators of all ages were in attendance, we met fascinating people with unique backgrounds and perspectives on brand building and business development.

A very special thanks to our panelists Nicole Delger, Kelley Griggs and Brittney Oliver for lending us their time and expertise. A sincere thank you to all who joined us – we hope every attendee learned a little something that makes their story easier to tell and more powerful for their brand. 

The storytelling didn’t disappoint. We loved hearing about how an unknown author was able to secure a publisher for her book after Brittney wrote a Fast Company article about it and put her on the map.

Meanwhile, Nicole discussed how her reliance on telling stories has helped Musgrave Pencil Co., a more than 100-year-old business, develop a modern brand voice.

And for all of the PR pros looking for some insights into the secret sauce… Kelly spilled the beans on how journalists identify stories that will resonate with their audience (it’s all about personal connection to a story’s presentation and impact).

Our engaged audience asked great questions and kept the conversation focused on driving and measuring value – the real reason we spend so much time on creating our stories.

We also want to extend a very special thank you to the We Work in East Nashville for hosting, Perfectly Cordial for making spectacular cocktails for our guests, and to Goodnight Loving Vodka and Cazadores Tequila for donating the spirits.

We can’t wait to continue growing our Nashville office alongside the thriving Nashville business community.  We wish we could do it all again next week!

NYC retail scene

NYC Retail Hits and Misses: Edition 1, Volume 2

A better title for this edition of “NYC Retail Hits and Misses” is “NYC Retail Hits and a Fix.” Or, a la “Friends,” in honor of its 25th Anniversary, “The One Where Whole Foods and Amazon Prime Now Redeem Themselves.” But this did not come without one last blunder.

Before we dive into my ongoing NYC grocery saga, let’s talk about some happier retail happenings.

Hit: The Lead

No, don’t worry, “The Lead” isn’t a hip new retail store or direct-to-consumer brand that you’ve missed out on. But it might be one of the hottest new retail innovation events.

Launched last year, The Lead “bridges the fashion & retail industry with the global Silicon Valley, empowering the industry’s transition to digital centricity.” With more than 1,300 attendees at this year’s Innovation Summit, The Lead is quickly capturing the attention of retailers, brands, solution providers and influencers, alike.

Last month, Catherine made the trip to NYC and joined me in Brooklyn for the summit. Over two days, we heard from innovative solution providers like NewStore, Yotpo and Afterpay. Speakers also included executives from some of the hottest young brands and retailers in the industry, including Bombas, Shinola and AYR. We heard how Bombas is creating a culture for today’s workforce, how Shinola is reinvigorating Detroit, and how AYR is reaching millennials and Gen Z.

After two days of great speakers and conversations, I’m excited to see where next year leads (pun intended) the event.

Miss Fix: Whole Foods and Amazon Prime Now

Okay, now back to the grocery drama.

As you might recall, after my last experience with Amazon Prime Now and Whole Foods, I was left without groceries. Soon after I wrote that blog, I learned the Whole Foods on the Upper West Side allows customers to shop in the store and pay for delivery anywhere in Manhattan. For a small fee of $4, my LaCroix, watermelon and other heavy items were delivered to my doorstep. Problem solved.

But not for long. On June 6, Amazon and Whole Foods ended their relationship with Instacart and moved all of their delivery in house. Long story short, when I went grocery shopping on June 11 and asked for delivery, I was out of luck. Whole Foods now only delivers to customers within 10 blocks. My nearest Whole Foods is 20 blocks away.

After a lot of back and forth, I was once again left without groceries. I was told my only option for delivery was to order through Prime Now. <Insert face-palm emoji>

After explaining my ongoing saga to the store managers, I was told to call corporate customer service. I then received a call from regional headquarters and was told to email the details and share the blog I’d previously written. This was the last I heard in mid-June.

Fast forward to early July. I see a courier delivering what appears to be a Whole Foods order from Prime Now in my neighborhood. I gave it another go. It was July 4 weekend and I had time to go to the grocery store if needed. But wah lah! Later that day, I had a fridge full of Waterloo sparkling water!

Two orders later, and the Whole Foods-Prime Now drama appear to be solved.

The NYC Retail Adventures Continue

With a Friends-themed pop up on the way and the opening of ThirdLove’s first brick-and-mortar concept, the adventures continue. If you’re in NYC, let’s grab coffee and discuss all things retail.

Shoptalk 2019: Consumers Lead the Retail Evolution

At Shoptalk 2019, Shoptalk founder, Anil Aggarwal, asked, “what will retail look like ten years from now?” It’s an interesting question. The retail industry is changing at an unprecedented pace, thanks to consumers’ changing expectations. And retailers are answering the call with new initiatives that will have a lasting impact on retail.

It’s important to explore the depths of which consumer behaviors are changing retail. For example, Facebook’s VP of Ads & Business Platform, Mark Rabkin, stated that consumers are proving how quickly they can get into new models of consumption. Meaning, consumers who normally adopt new trends every six months are now adopting new trends on a monthly basis. This new adoption model has quickly driven retailers to experiment with new customer experience concepts. Below are a few interesting ones seen and heard from the Shoptalk floor.

Macy’s Pursues Mobile and In-Store Experience

Jill Ramsey, Macy’s Chief Product and Digital Revenue Officer, and Rachel Shechtman, Brand Experience Officer, discussed retail’s next chapter. Taking a look at Macy’s most-loved traditions like its Thanksgiving Day Parade and holiday display windows, Ramsey and Shechtman identified key areas to make the Macy’s shopping experience iconic with digital and in-store components. Ramsey highlighted how Macy’s mobile app is now the retailer’s year-round display window, bringing shoppers aesthetic and curated shopping experiences that drive inspiration.

Macy’s also created a new initiative, Macy’s Style Crew, driven by store associates. The retailer tapped into its employee base to identify micro-influencers who can showcase their fashion and style. This initiative showcases Macy’s products beyond the retailer’s four walls and drives inspiration. Within the store, Shechtman discussed her work with Macy’s to create curated in-store experiences that facilitate shopping for consumers.

Startups Merge Digital and Physical

Discussions also highlighted how digital pure players are finding a home in brick and mortars. For example, both Madison Reed and GlamSquad, who traditionally offered their services offline, have teamed up with established retailers and opened their own locations to create full-circle shopping experiences. For example, GlamSquad who brings mobile beauty services to consumers’ homes, opened beauty kiosks at CVS. Meanwhile, Madison Reed opened Color Bars in select locations around the country. Both of these digital pure players agree their digital presence is key, but their newfound physical presence taps new audiences. While their digital presence put them on the map, their physical component takes their shopping experience to the next level.

Rent the Runway and Crate and Barrel Offer Services

Crate and Barrel discussed rethinking the in-store experience to deliver customer experiences that live up to the expectations of today. Crate and Barrel’s CEO, Neela Montgomery, discussed different partnerships with companies like Zola, a wedding planning and registry company, to facilitate the shopping experience.

As well, Rent the Runway’s COO Maureen Sullivan discussed how the company gives shoppers the ability to shift from ownership to access with the ability to utilize Rent the Runway year-round.

Retail Ten Years From Now

So, what will retail look like ten years from now? The truth is no one can answer that question just yet. However, as consumers continue to run the show and retailers answer the call, it appears retail will become more service oriented than ever. The new age of retail will also continue to focus on delivering fun experiences that drive inspiration and continue incentivizing consumers to shop. It will also blend the lines of physical and digital, creating unique experiences upon every iteration.

NRF 2019

NRF 2019 Gives Retail Stores the Old “Razzle Dazzle”

Please excuse the musical reference in my headline, but it just seems to fit!  The Ketner Group team is still on a high after wrapping up another successful NRF Big Show. We also saw the musical “Chicago” (starring Cuba Gooding Jr.) on Broadway. In the musical, the song “Razzle Dazzle” is about a lawyer who wins all of his cases by putting on a good show in the courtroom. He always stretches the truth since most of his clients are actually guilty!  The “razzle dazzle” I’m referring to, however, is the hundreds of new retail technologies that were on display last week at the Javits Center.

I think Joe Skorupa, editorial director of RIS News, summed it up best: The 2019 NRF Big Show was big, big, big! As usual, frenzied herds of attendees funneled into sessions and booths that were often too crowded to accommodate them. But this year’s NRF took bigness to a new level. Aisles were clogged with attendees, innovative exhibitors were jam packed and traditional exhibitors were jam packed. The lower level of the Javits Center, usually an outpost for the forlorn and lonely, was a hotbed of engaging technology and crowded activity.”

Razzle Dazzle ‘Em, Give ‘Em A Show That’s So Splendiferous

This year, NRF exhibitors and sponsors truly outdid themselves. The renewed interest in the brick and mortar store is everywhere, and the excitement is brewing. The industry “talked the talk” about the store in 2018, but at NRF, everyone seemed to really “walk the walk” when it comes to store investments! Even Target CEO Brian Cornell acknowledged the value of his stores. According to Cornell, Target stores fulfilled 3 out of every 4 orders. This included items picked up in the store, delivered to customers in the parking lot, or picked and packed by store associates and shipped to customers. Cornell considers his stores his single biggest competitive advantage.

Razzle Dazzle ‘Em, And They’ll Beg You For More!

You’ve heard the phrase “location, location, location,” but it seems in 2019, the chant for retailers will be “the store, the store, the store!” Just take a look at some of the store-focused announcements from Ketner Group clients:

  • California Closets demonstrated their use of Elo’s smart table technology, which incorporates use of endless aisle/endless design app on the Elo touchscreen platform.
  • C-store retailer Pilot Flying J announced that it is deploying a new store architecture solution with NCR Software Defined Store, enabled by Zynstra. The architecture creates an agile infrastructure across the entire store, reducing costs and optimizing operations for faster innovation.
  • Theatro announced the launch of its new data analytics suite, a proprietary method to track, aggregate, and analyze in-store employee key performance indicators.

These and many other new store technology deployments tell us two things. First, retailers want to do all they can to make the store a destination for fun, in-store shopper engagement.  Second, they can (and should) utilize the store to power their omnichannel efforts. Note: I have a feeling that we will have another word to replace omnichannel in 2019. Stay tuned on that!

Razzle Dazzle ‘Em, And They’ll Make You A Star!

The Ketner Group team believes the old “razzle dazzle” has new meaning for the retail industry in 2019. Gone are the days of trying to impress retailers with a three-ring circus of ineffective and expensive technologies. Solutions demonstrated at NRF 2019 have invigorated the industry with a breath of fresh air. The Ketner Group team is excited to play our part to push that momentum forward in 2019.

As notable author and speaker Steve Dennis recently tweeted, “Physical retail isn’t dead. Boring retail is.”

Don’t be boring. Go after the razzle dazzle!

NRF 2019

Ketner Group Takes on the NRF Big Show 2019

In retail, we know that the holiday madness doesn’t end once the ball drops in Times Square. Even those of you who identify with “A December to Remember” more than “Ford Truck Month” – and are still reconciling the fact that no one in your family loves you enough to shell out a year’s salary on a front-wheel-drive convertible parked in a snowy driveway – know it’s time to take one more deep breath from the bottom of your newly built Saint Nick belly and get ready for NRF 2019 in New York.

Although Austin isn’t exactly the North Pole, we’ve been hard at work the past few months getting everything ready to knock it out of the park for a major mid-winter event. And this year, building on years of experience our team’s had at the event and given that our agency experienced pretty incredible growth in 2018, we’re collaborating with our largest cohort of retail technology innovators to date – representing 18 clients in total. Therefore, we’ve coordinated meetings with media and analysts, promoted their presence via social media, overseen email campaigns and used every other conceivable medium to get us ready to take on the Big Apple with the enthusiasm of Buddy the Elf.

What’s In Store

We’re excited to feel the energy in the expo hall as we move another year away from the doomsday ramblings about the ‘retail apocalypse’. We’ve seen firsthand how innovative retailers partnering with innovative vendors have established a bulwark against Amazon’s encroachment. We’ve seen how enigmatic executives have rallied an industry in need of optimism and vision to become a catalyst for even greater change. We’re excited to hear stories of recent successes and learn about what the future holds for the industry and for the everyday consumer.

Although NRF stands firm as the last hurrah before we can officially call the holiday season quits, I don’t know why anyone wouldn’t be excited about having more time than anyone else experiencing The Most Wonderful Time of the Year…

Meet Us at NRF!

So, if you’ll be at NRF and would like to meet us to learn about our agency, our services or our clients – or would like to meet with any of them – please don’t hesitate to reach out! You can find us at [email protected] or feel free to find us helping our clients at their booths, including:

  • Columbus Consulting – Booth #3083
  • DisplayData – Booth #1910
  • DynamicAction
  • Elo – Booth #3655 (with partner and Ketner Group client, Shoptelligence)
  • GK Software – Booth #3267
  • GroupBy
  • Kibo – Booth #4419
  • Mercatus – Booth $4560
  • Mirakl – Booth #206
  • NGC Software – Booth #4523
  • Opterus – Booth #4911
  • OrderDynamics – Booth #240
  • PlumSlice – Booth #1200
  • Shopgate – Booth #551
  • Symphony RetailAI – Booth #3036
  • Theatro – Booth #1517
  • Zynstra – Booth #230

First Annual Groceryshop Brings Down the House in Las Vegas

In October, Catherine and Adrienne attended Groceryshop, a spinoff of the popular Shoptalk conference organized by the creators of Money20/20. We were joined by our grocery solution provider clients as we learned how the industry is quickly changing.

Catherine’s Take-Aways

The state of innovation and disruption in the grocery world is, in a word, amazing. At Groceryshop, Adrienne and I were lucky to get a front row seat to the fast-moving grocery/brand/CPG train. Let me tell you folks, put your seat belts on, because your favorite retailers and brands are set to change the way we think about grocery shopping.

Not that we have had any doubt as to the “state of the nation” for the grocery industry. We live and breathe these stories every day. But, we were completely blown away (in a good way!) by the amazing case studies and keynote sessions.  Speakers focused on how grocery retailers are pushing the envelope in technology innovation, of course. But, there was heavy emphasis on how leading brands and CPG companies are working hand in hand with their grocery brothers and sisters to make the entire shopping experience refreshing, convenient and engaging.

The general drum beat of the conference seemed to focus so much on brands and CPG and how they are working to set up their own points of sale and working diligently to gather their own customer data to build engagement. On the flip side, there were plenty of sessions that discussed how grocery retailers are using private label brands to help them build more direct brand relationships, and of course, to gather more data.

Adrienne’s Take-Aways

As Catherine attested, the convergence of retail and CPG, was amongst the hottest topics at Groceryshop. But making just as much noise was delivery and robots. If Groceryshop is representative of the broader industry, no one doubts it’s time for grocers to implement online. However, it’s still up for debate as how to best pick and fulfill orders to ensure they end up in the hands of happy customers.

Some lofty ideas for both picking and delivery were offered in the way of robots. During a keynote, Luke Jensen, CEO of Ocado, mesmerized the audience with a video of the company’s uniquely designed warehouses. In the video, a carefully orchestrated system of robots runs on a system of grids to perfectly pick customer orders. On that same stage, Albertsons announced a new partnership with Takeoff Technologies to provide picking robotics for the grocer’s warehouses.

On the delivery side, the question was bigger than just robots. Some companies like udelv proposed autonomous vehicles as the answer. But, many grocers aren’t ready to give up control to machines. They’re still trying to figure out if they should use their own people resources or partner with a third-party delivery provider. Throughout the show, speakers presented the benefits to both options. To me, innovators like Deliv, who announced $40 million in funding, stood out for its revolutionary crowd-sourced approach to delivery. Whatever the answers, grocers need to find a way to get product into the hands of customers, fast.

Take-Aways from the Groceryshop Stage

We could literally write a 10-page blog about Groceryshop, but we’ll leave you with a few quotes from the sessions. We encourage you to read what our friends at RIS News and Supermarket News had to say about this event.

On online grocery and how to make it profitable:

“It is a challenge to not fall in the trap of not throwing a lot of capital on engagement platforms without making it sustainable. As you improve the relevance of the offering, you change the nature of the engagement. We see more digital customers spending more time in stores, because the two are complimentary. Overall, it is important to improve the quality and efficiency of the operations, and improve engagement with customers.” – Yael Cosset, Kroger’s chief digital officer

On attracting customers who are not brand loyal:

“You have to have a great product. From a design standpoint, you want to create products that people are proud to use. As well, the overall end-to-end customer experience must be on point, from the unboxing, the web site experience and the retail environment.” – Andy Katz Mayfied, Harry’s co-founder and CEO

On how big CPG is to Instacart’s business:

“CPG is such an exciting and fast-growing area of opportunity for us – we are seeing 200% growth year on year in that business. We will be investing a lot in CPG, but it will only be successful in the spirit of partnerships with retailers and CPGs.” – Apoorva Mehta, founder and CEO

PRSA ICON 2018: It’s All About Relevant and Data-Driven Content

Last week, the Ketner Group team attended the PRSA 2018 International Conference, better known to the public relations community as PRSA ICON, in our own backyard here in Austin, Texas. If you are not familiar with the conference, it’s designed specifically to help the communications community enhance our personal and professional network through career development and connecting with other PR practitioners.

Needless to say, the KG team definitely networked, and we DEFINITELY returned to the office with new ideas and methods for bettering our professional craft. We heard inspiring keynotes from Do Something’s CEO Aria Finger and digital marketing pioneer Ann Handley. The PRSA ICON breakout sessions we attended were all about perfecting your messages in clear yet relevant ways, and also explored new sectors of the communications industry. Here are just a few tidbits of the best practices we learned at PRSA ICON this year:

Lesson One: Communicating should ALWAYS be about your audience

Although as communication professionals we may think we are clearly delivering our messages, that may not always be the case. As we learned at the conference, we currently live in the age where content is king, but that can lead to a vicious cycle of “churning and burning” an immense amount of content, losing sight of one key component: your target audience. For example, think of a scenario where someone is just talking at you, instead of trying to understand what experiences or topics may be relevant to you based on your experiences and former knowledge – chances are, mid-lecture your mind will start drifting away to more relevant thoughts.

Therefore, your audience should always be at the forefront of the message. Key questions like ‘what is my audience’s point of reference?’ and ‘why would this be relevant to them?’ and ‘what does my audience need?’ should always lead your messaging strategy. After all, if you lose your audience, who is going to read your content?

Lesson Two: We are all, or should strive to be, data analysts

We live in a digital age where every search and click is tracked. And while we in the PR world are notorious for disliking math and preferring words over figures, it’s time to join the data revolution. At PRSA ICON, we discussed the need for PR professionals to dive into the world of data to create an even bigger need and sense of interest for each and every story, while continuing to make our pitches and strategies not only timely but also informed and relevant. As IBM’s Brandi Boatner explained during her workshop, while the world of data is intimidating, the key here is to start one step at a time. She recommended starting with Google Trends and then identifying data sets that are relevant to your communications strategy. As Boatner explained, when you dive into the world of data, you should not try to analyze a large amount of data all at once, as both you and your audience will be overwhelmed: “A good storyteller masters things that are unseen and with AI and data analytics, you can create a communications strategy that quickly identifies and gets ahead of trends.”

Lesson Three: Social media influencers are now a staple in public relations

As industry conversations continue to heat up on the effectiveness of social media influencers, the fact is, social influencers are now and will continue to be a staple in the world of communications. (Ketner Group recently profiled one such influencer in a recent blog!) What’s more, social media influencers can help companies effectively grow organic audiences and customers they would not have had before. As we learned at PRSA ICON, leveraging social media influencers for your communication efforts is a matter of conducting diligent research to identify the right influencers that will create a new level of authentic communication between you and your target audience.

As Dr. Seuss once wrote, “The more that you learn, the more places you’ll go.” And in public relations and communications as a whole, there is something new to learn every day! We look forward to implementing the lessons learned at this year’s conference into our communications craft as we continue to be life-long learners in this industry.

A Twitter-Sized Recap of the 2017 PRSA International Conference

It’s been over a week since I returned from Boston, having attended the 2017 PRSA International Conference, and my mind is still blown – in a good way of course! After spending three days with my PR peers from all over the world in more than a dozen professional development sessions, I’ve come back energized, inspired and full of ideas! It’s been 18 years since I last attended the PRSA International Conference. I was a senior at Texas Tech University, president of my PRSSA chapter and ready to take on the world! (Funny story, that year the conference actually took place in Boston! Annnnd, it’s possible that I might have had a little too much fun at Cheers with some of my new PRSSA friends from the conference!)

Thinking through all of the information-rich sessions I attended last week, compared to those I attended 18 years prior – I am reminded how much has changed and how far we have come as a profession. In 1999, we were certainly not talking about digital marketing strategies, big data and the science behind PR, viral media strategies or how to write content for mobile. I also know that we were not talking about the new ideas of diversity and inclusion – one of the bigger themes at this year’s conference. For those of us not in the millennial generation, diversity and inclusion has historically meant adopting best practices in our industry that supports racial, ethnic, religious, sexual orientation and gender differences. This theme, however, has evolved to include diverse skill sets, mindsets and cultures at all levels of the organization.

Moreover, this year’s conference gave me pause to think about what it means to be a PR professional. As a student attendee in 1999, I was eager to learn how to best make my way successfully in this profession. Now, in 2017, so much has changed – we now have more (and much better) tools, technologies and channels to help us do the job we are hired to do. Then, most PR professionals weren’t given a second glance by the C-suite. Now, we have the power to make our place at the executive table.

Long story short – I have way too much information to include in just one blog! So, below are a few of my tweets (and some from attendees I connected with via Twitter) from the conference for a brief overview of the sessions I attended. I plan to write more session specific blogs at a later date, but for now, enjoy this “Twitter-sized” recap:

• “Now is the best time in history to be a storyteller” says @MorganSpurlock #PRSAICON
• Great session on data-driven strategies to manage millennial PR prof., focus on diversity and inclusion. @PRSA #prsaicon
• “If you want to rule the world, you have to dominate public relations!” @JKDJane #PRSSANC #PRSAICON
• Learning about the #BeAnAstronaut campaign from @NASA at #prsaicon. Brilliant! Raised over 18K applicants!
• Year in Space campaign showed how @NASA could work as a single unit with focused objectives. #prgoals #PRSAICON
• Real-time pitch session with @BeaArthurLMHC at #prsaicon. Great feedback on improving PR pitches. Tighten your pitches, know your hook!
• Performance based PR teams don’t wait until the end of the campaign, they look at data points every day. @IrisPRSoftware #thenewpr
• PR is exploding! More options for impressions: earned, shared, owned, paid. We all need raises! @AirPR
• Unleash brand’s superpower w/imagination. Don’t limit brainstorms to people by level. Be inclusive and find the winning idea! @KeithTweets
• Work backwards f/the headline you want to see. These guys were not afraid of endless creativity. @KeithTweets @Reebok @danmazei #prsaicon
• “When you do something truly creative, there is no template for it,” @danmazei #PRSAICON #dedication
• Tell me a fact & I’ll listen, tell me a truth & I’ll believe, tell me a story & it will be with me forever. @PRSA @PRSAOrlando #prsaicon
• Superpower tip: Validation. “The flood was the event, Noah is the story,” @danmazei -find real people to tell your story!#PRSAICON
• Getting “seat at the table” in strategy & change planning is easier when viewed as business leader with comms skills, not reverse. #prsaicon
• “PR, social media, editorial content – every idea we have integrates all 3 – no one thing can work in a silo…” @danmazei @Reebok #prsaicon