2020 Agenda

5th Annual CONVERGENCE Summit

2020 VISION. Clarity for the Future.

Thursday, March 19, 2020
7 a.m. – 6:00 p.m.

University of Minnesota, McNamara Alumni Center

Event Agenda

7:00 – 8:00 a.m.  Registration, continental breakfast and networking

8:00 – 9:00 a.m.  Welcome and Opening Keynote Presentation

Welcome from MC.

Presenter: Camie Melton Hanily, Director, Marketing and Communications, Hydraulics Business, Eaton; President, IABC Minnesota

Opening Keynote. The Power of Story Telling

Presenter: Boyd Huppert, KARE 11, Producer/Host of KARE 11’s weekly “Land of 10,000 Stories” segment and general assignment reporter

9:15 – 10:00 a.m.  Breakout Sessions

Breakout Session 1. Social Media Trust Barometer

Presenter: Jisu Huh, Ph.D., Associate Professor, School of Journalism and Mass Communication, University of Minnesota

Breakout Session 2. Corporate Social Responsibility Shifts to Collective Social Impact 

Brian Numainville, President, NUMINSIGHTS LLC and strategic advisor, MATTER
Joanne Henry, President, PR for Good

Yesterday’s structured Corporate Social Responsibility (CSR) programs are table stakes in today’s reality. Activist consumers, employees and younger generations want business to help solve societal problems while they serve up products and services.

Presenters Henry and Numainville have had ringside seats to these changes for the past 15 years, and in many cases have been ringmasters. In this session, they’ll address the new trends in collaborative programs and the organizational success they can deliver. They’ll share examples of how the right purpose and actions can be a home-run for business – and how to avoid getting booed off the field.

Session Focus: 

  • The factors driving the growth of Corporate Programs with a Social Purpose, and why it’s not a fad.
  • How even smaller companies can get creative to get a big win with employees and customers with their social engagement.
  • How to achieve success with a national program that engages a wide audience with diverse interests and backgrounds.
  • Why it’s essential that a new purpose-driven initiative is consistent, true to the company’s brand and TESTED before going live.
  • The hallmarks of a successful and ­ongoing business/community partnership.
Breakout Session 3. How to Use Data to Listen and Communicate Better

Presenter: Dave Mathias, Founder, Beyond the Data

Great communicators start by being great listeners. Data is one of the most valuable assets to use to listen both internally in your organization and externally to your customers. The challenge is data is more abundant than ever and it is hard to capture the signal from the noise. The good thing though is data can be more easily harvested and understood now than ever before. No matter if you are in communications, marketing or influencing others (including the C-Suite) within your organization, this session will help you harness data to listen and make better decisions.

Session Focus:

  • How to go about leveraging data to listen to others, especially your clients and customers
  • Tools & techniques to make better strategic decisions with data, and then communicate these
  • How to continue learning in the area of data if you have interest (and you should!)

10:15 – 11:00 a.m.  Breakout Sessions

Breakout Session 4. Synced Advertising: Capturing the Attention of Multitasking Consumers

Presenter: Claire Segijn, Ph.D., Assistant Professor in Advertising at the Hubbard School of Journalism and Mass Communication, University of Minnesota

Using another screen while watching television has become a part of people’s daily routines. The multitasking consumer has been seen as a challenge for advertisers because of limited attention and decreased brand recall and recognition. Dr. Claire M. Segijn has been studying the impact of multiscreening on information processing and advertising since 2014. In her talk, she will focus on how to improve information processing and advertising effectiveness in a multi-media environment by discussing insights on synced advertising research. Synced advertising is a new form of personalized advertising in which advertisements are synchronized across media and devices in real-time. Dr. Segijn will discuss the challenges and opportunities of this new data driven advertising strategy related to consumer privacy and advertising effectiveness.

Breakout Session 5. Resistance is Futile: What Every Corporate Communicator Must Know Now About Organizational Change Management

Presenter: Karyn Kroening, Senior Manager, RBA Consulting

Defined as “The People Side of Change,” the growing discipline of Organizational Change Management (OCM) is being embraced — and implemented — by businesses ranging from Fortune 500 corporations to start-ups. Why? Because McKinsey estimates that a whopping 70% of change initiatives in organizations like yours fail – largely because employees resist that change. This session will show how we can play a pivotal role in helping our organizations understand (and overcome) resistance to technology, culture and other types of change. In this lively presentation, Karyn will reveal the 3 Biggest Myths about OCM, the Four OCM Best Practices and how to prove OCM’s value to upper management.

11:15 a.m. Lunch and Round Table Networking

Topic tables. Attendees select their preferred topic for lunch seating. Each table will have a chapter or committee leader as host.

11:45 – 12:45 p.m.
Lunch Keynote

Lunch Keynote. Authenticity in Content Marketing

1:00 – 2:00 p.m.  Panel Discussion

Panel Discussion. Relevance of Brand in the Digital Age

Andy Gorski, Vice President Brand and Promotional Marketing, Best Buy
Dan Jasper, Vice President of Communications, Mall of America
Devon Block,
Brand Manager, Small Business Revolution, Deluxe
Angela Gearhart, VP of Brand Experience, Sleep Number

With lines blurring between a physical and digital presence, competition has exploded. This panel will address how to compete, increase your brand’s significance and improve both internal and external brand engagement in this time when rapid change is the new norm.

2:15 – 3:00 p.m.  Breakout Sessions

Breakout Session 6. An Inside Look at Artificial Intelligence for Communicators

Mary Hills
, IABC Fellow, ABC, Six Sigma, FRSA
Business Principal, HeimannHills Marketing Group, Chicago
Graduate Adjunct Faculty, Loyola University Chicago

Sebastian James
Owner, PR & Technology Workshop, Chicago

Artificial intelligence (AI) is going to change the way we do business and work as communication professionals. In fact, the revolution has already begun. For communication professionals it promises to take care of all the mundane tactical activities we currently handle, freeing us to focus on demonstrating our value through the more strategic activities that machines cannot – like influencing the C-suite, connecting our organization’s audiences and stakeholders and creating meaning in a world fraught with change.

When our organizations seek advice on how best to communicate about AI, we need to be ready to ask the right questions and advise on the right approach. In this session, Mary Hills and Sebastian James will capture the value AI may bring to our organizations, employ the “tools of the trade” model to guide discussion and adoption of AI, and assess and analyze AI tools we may use in our communication process. This hands-on discussion regarding AI sentiment, AI communication tool adoption and drawing conclusions on the value of AI is based on their recently-released data and AI Playbook for Communication Professionals.

Breakout Session 7. Gender Differences and Communication Styles — What Communicators Should Know in the Workplace

Presenter: Amelia Reigstad, Ph.D., Faculty, Hubbard School of Journalism and Mass Communication, University of Minnesota

Have you ever experienced challenges in workplace communication or wondered why men and women communicate differently? Based on the findings of a 2017 study for her Ph.D., Amelia Reigstad will discuss how gender communication, different communication styles and the personality traits of men and women contribute to workplace communication—and how these differences influence the practice of public relations. Learn about specific findings surrounding gender vs. personality traits, age, work/life balance, how we perform in our day-to-day roles and much more.

Breakout Session 8. Digital Inclusivity

Presenter: Michele Landis, Co-Founder of Accessible360

3:15 – 4:15 p.m. Closing Keynote 

Closing Keynote. Beyond Grit: Powerful Practices to Gain the High-Performing Edge

Presenter: Cindra Kamphoff, Ph.D., Executive Coach, Mentally Strong Consulting

How can you build the career resilience needed to be your best over the long term? Cindra Kamphoff, an executive coach with Mentally Strong Consulting, will provide practical tools to deal with adversity along with strategies to stay in the present moment and to choose empowering emotions. Her presentation will address three of her Top 10 Practices of the World’s Best, including:

1) GET GRITTY. The world’s best know what they want and why they want it. In the face of adversity and setbacks, they go after their goals with deep commitment.

2) CHOOSE EMPOWERING EMOTIONS. The world’s best thrive because they regularly experience positive emotions. They know that when people experience 3 positive emotions to every 1 negative emotion, they flourish.

3) CHOOSE YOUR COURAGE ZONE. The world’s best feel uncomfortable regularly. When we stay in our comfort zone, we don’t grow. High performers know that magic happens outside of the comfort zone.

4:15 – 6 p.m. Networking Reception