MEDIA INSTITUTE FOR MEDIA PROFESSIONALS:

Charting the Path for Success in 2013: Taking Your Media Career to the Next Level

DECEMBER 8, 2012
National Association of Black Journalists Headquarters University of Maryland- Knight Hall College Park, MD

Twitter: @NABJPR

Bring Your Challenges

coNTacT PruDeNTial fiNaNcialS global commuNicaTioNS NabJ memberS

bob Defillippo...........................................973-802-4149 bob.defillippo@prudential.com Dawn Kelly.................................................973-802-7134 dawn.kelly@prudential.com @prmaven17 alicia rodgers alston................................973-802-4446 alicia.rodgersalston@prudential.com @aliciaalston Harold banks.............................................973-802-8974 harold.banks@prudential.com @banksharold Karen moore...............................................973-802-8533 karen.moore@prudential.com @karenomoore Sheila bridgeforth.....................................973-802-6852 sheila.bridgeforth@prudential.com Darrell oliver..............................................973-802-9627 darrell.oliver@prudential.com visit our website: www.news.prudential.com Send us e-mail: GlobalPublicRelations@prudential.com

Dear NABJ Family,

n behalf of the Board of Directors of the National Association of Black Journalists, it is my pleasure to welcome you to the 2012 Media Institute for Media
Professionals,Charting the Path for Success in 2013: Taking Your Media Career to the Next Level.

Our distinguished panelists will offer their unique perspectives on the current state of public relations and opportunties in this field, as well as provide attendees the opportunity to have an intimate dialogue with leaders known and respected for their work in the media relations arena. NABJs leadership is hard at work making NABJ indispensable to you, creating projects and programs that will bolster the strength of NABJ, pushing for jobs, creating training opportunities and advocating for better representation of African-Americans in media coverage. This special conference offers networking and training opportunities to many journalists and media professionals, equipping them with the vital information needed to improve their careers. I would also like to give a special thanks to our conference chair, Dawn Angelique Roberts, as well as her team for organizing such a great program. Thank you again for joining us for what promises to be a dynamic conference. It is our hope that you will find our program helpful and can take what you have learned back to your newsrooms. In Service, Gregory Lee Jr. President National Association of Black Journalists
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The National Association of Black Journalists gratefully acknowledges the support and participation of our sponsors. Without you, we would not be able to provide services and programs to our members who help educate and broaden the worlds understanding of critical issues.

National Association of Black Journalists 38th Annual Convention & Career Fair July 31 August 4, 2013 Orlando, Florida

Georgetown University Law Centers Black Law Students WWW.NABJ.ORG Association

Sponsor contributions allow NABJ to provide quality programming to journalists, media professionals, journalism students and educators all year long through the NABJ Media Institute.

Greetings NABJ Family and Friends, On behalf of the NABJ Board of Directors and the Associate Member Taskforce board, I am honored to welcome you to the 4th Annual NABJ Media Institute for Media Professionals. Our theme this year is Charting the Path for Success in 2013: Taking Your Media Career to the Next Level. This Media Institute has something for everyone and was designed for the person thinking about public relations as a career choice to the person that is looking for the next opportunity in communications. As the Associate Member Representative, I am extremely proud to host this Media Institute with our Associate Member Task Force and NABJ Staff. Thank you for being here and congratulations on taking charge of your career. This years conference will feature diverse programming for freelance and transitioning journalists, public relations practitioners, entrepreneurs and students. Workshop panelists represent industry leaders including dynamic speakers, Karen Taylor Bass, Chief Media Strategist, Brand New Mommy; Deborah Hyman, Director of Global Communications for Verizon and President of the National Black Public Relations Society; Doxie A. McCoy, Senior Communications Manager for Mayor Vincent C. Gray (Washington, DC); Dawn Kelley, Vice President of Global Communications for Prudential, and many more. This conference is an excellent opportunity for you to get ahead for 2013. We have gathered the sharpest and brightest independent journalists and public relations professionals in the country to discuss how they were able to turn their skills into thriving businesses. Looking forward to a Great Day! Dawn Angelique Roberts Associate Member Representative National Association of Black Journalists
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About NABJ

ounded by 44 men and women on December 12, 1975, in Washington, D.C., NABJ is the largest organization of journalists of color in the nation. The National Association of Black Journalists (NABJ) is an organization of journalists, students and media-related professionals that provides quality programs and services to and advocates on behalf of black journalists worldwide. Many of NABJs members also belong to one of the dozens of professional and student chapters that serve black journalists nationwide. The NABJ Media Institute offers quality web seminars and handson professional development, entrepreneurial guidance, technical training at national and regional conferences as well as sponsored events around the country. NABJ will host its next Annual Convention and Career Fair in Orlando, July 31- August 4, 2013. Thousands of the nations foremost journalists, students, educators and media professionals will gather to partake in full and half-day seminars designed to strengthen and enhance their skills. For additional information visit, www.nabj.org.
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President Gregory Lee V.P of Broadcast Bob Butler

NABJ Board of Directors

Region III Director Dedrick Russell Region IV Director A. J. Ross Region V Director Mary Benton

V.P of Print Errin Haines Secretary Lisa D. Cox Treasurer Keith Reed

Region VI Director Michelle Parliamentarian Fitzhugh Cindy George Craig Region I Director Sherlon Christie Region II Director Corey Dade Associate Representative Dawn Roberts Student Representative Wesley Lowery

NABJ Staff
Excutive Director Maurice Foster Program Staff Aprill O. Turner Nikki Shedrick Founder Paul Brock Natalia Prakash Scott Berry

Media Institute for Media Professionals

Saturday, december 8
8:00 a.m. 8:30 am. REGISTRATION/ CONTINENTAL BREAKFAST OPENING REMARKS

9:00 a.m. 10:00 a.m. So You Want a Career in Public Relations? Public relations professionals are natural and effective communicators -- skilled writers, journalists, public speakers and cold callers who are media-savvy and well-versed in pop culture and current events. There are a variety of careers in public relations because the nature of the work is so diverse. This panel discussion is ideal for students, recent graduates and professionals alike looking for insights on innovative careers and consulting opportunities in Public Relations. Learn tips for: Deciding if PR is right for you Launching a Career In Public Relations Mapping your Career Path Success in PR

Moderator: Dawn Angelique Roberts, Managing Partner, KD Communications Group Panelists: Craig M. Muckle, Manager, Public Affairs & Government Relations, Safeway Deborah Hyman, Director, Global Communications, Verizon Charles Fancher, Assistant Interim Chair, Howard University Doxie A. McCoy, Senior Communications Manager, Executive Office of Mayor Vincent C. Gray

FOLLOW US ON TWITTER: @NABJ HASHTAG: @NABJPR

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Saturday, december 8
10:15 a.m. 11:15 a.m. Pitch Me with Your Best Shot: Understanding How the Pitch Has Evolved You only have seconds to deliver a successful pitch! This panel will give you the insight you need to make those seconds count. Pitching skills and tools have evolved right along with technology and social media. So whether youre tweeting, emailing or calling, learn the nuances that give your story the best chance to be picked up in todays media markets! Moderator: Aprill Turner, Communications Consultant, National Association of Black Journalists; Public Relations Professor, Morgan State University Panelists: Charles Robinson, Producer, Maryland Public Television Johann Calhoun, News Editor and Metro Recruiter, The Philadelphia Tribune Melanie Eversley, Reporter, Breaking News Desk, USA Today

2013 NABJ Media Institute on Health: Health Policy and Health Inequities

Save the Date:

April 4-6, 2013

Barbara Jordan Conference Center at The Kaiser Family Foundation 1330 G Street. NW Washington, DC 20005 WWW.NABJ.ORG
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Your Are Invited... NABJ 2013 Hall of Fame Induction and Inaugural Reception January 17, 2013 The Newseum Washington, DC
NABJ will induct six journalists into its Hall of Fame. The ceremony will be held at The Newseum in Washington during Inauguration Week Festivities. Annually, NABJ pays homage to legendary black journalists who have made outstanding contributions to the industry. Over the last 20 years, NABJ has inducted over 50 distinguished journalists into the associations Hall of Fame. The newest members are: Betty Winston Bay, Longtime Columnist, The CourierJournal (Louisville, Ky.)

Simeon Booker, First Black Reporter, The Washington Post and Washington Bureau Chief, Jet Magazine Alice Dunnigan, First Black Woman Credentialed to Cover The White House, The State Department, and Congress (posthumous) Sue Simmons, Longtime Anchorwoman, WNBC-TV Wendell Smith, Legendary Sportswriter, Helped Desegregate Baseball (posthumous)

Cynthia Tucker, Pulitzer-Winning Columnist, The Atlanta Journal Constitution Richard Prince, Columnist for the Maynard Institute for Journalism Education will be honored with the Ida B. Wells Award.

To Purchase Tickets, Visit: WWW.NABJ.ORG

11:30 a.m. 12:30 p.m. Digital Trendspotting 2013 Key Tools and Strategies for CrossPlatform Success Clicks. Likes. Traffic. Follows. Shares. Retweets. Interactions. All things we, as industry professionals, need to capture along the way to achieving our goals. Regardless of which industry you belong to, we all have similar objectives like reaching target audiences, generating awareness, inspiring action and growing our base. In order to be successful in 2013, we will need to employ tools, tactics and strategies that reach across platforms to serve audiences the right information and experiences based on their interests and needs. Join an integrated panel of experts representing the Journalism, Advertising and Public Relations camps as they share their thoughts on what we need to be ready for in 2013. Moderator: James Walker, Public Relations and Digital Strategy Manager, APCO Worldwide Panelists: Sarah Glover, Social Media Editor, NBC 10 Philadelphia Imani Greene, VP/Director, Paid Media Strategy at New Media Strategies Benet Wilson, Editor, Social Media & Newsletters Aircraft Owners and Pilots Association

As part of its commitment to our student members and aspiring journalists, NABJ provides support as part of its Student Education Enrichment and Development (SEED) Program. Visit www.NABJ. org for additional information about the program and for donation information.
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12:30 p.m. 2 p.m. WORKING LUNCH The Art of Branding You & Kicking off Your Freelance Business Just because youve decided to start a PR firm or offer your services as a freelance PR consultant doesnt mean you will automatically have clients. You must build your personal and professional brand in a very strategic way and always be in business development mode. We will discuss: Identifying your target market and ideal clients Finding and marketing to your niche Articulating a brand message that resonates with your target market Strategic business development for 2013 Moderator: Terry Allen, 1016 Media Panelists: Karen Taylor Bass, The Brand New Mommy Amanda Miller Littlejohn, Founder and Chief Strategist, MopWater Social PR Maria Roberts, Owner and Creative Director of Written Word Communications 2:15 p.m. 3:15 p.m. Where are the Jobs: Insiders Guide to the Best Communications Jobs Whether youre a student trying to land that first communications job or a seasoned professional looking to make a change, it is important to do your homework and find out where to focus your job search efforts. This panel will tell you what the hot communications jobs are and which to avoid. Youll also learn how to be the one who gets the gig and, most importantly, how to make yourself indispensable once youre on board! Moderator: Darisha Miller, Director of Media Relations at Ross Associates, Inc. Panelists: Dawn Kelly, Vice President, Global Communications, Prudential Trisch L. Smith, Executive Vice President, Edelman Marc Willis, Senior Public Affairs Specialist, Bureau of Alcohol, Tobacco, Firearms and Explosives
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National Association of Black Journalists 1100 Knight Hall, Suite 3100 College Park, MD, 20742 Phone: (301) 405-0248 Fax: (301) 314-1714 Website: www.nabj.org Twitter: @NABJ