Google Boot Camp Agenda

As a communicator, you may not realize just how important Google is to your PR efforts. The tech giant’s array of tools can do much more for your brand than high placement in searches. Google can help you enhance your messaging, and measure the impact of your work, but you have to know how to use it. Come to PR News’ Google Boot Camp for Communicators on July 15 at the Yale Club in New York City, and learn how to take advantage of what Google has to offer.

Here’s just a taste of what attending a PR News conference is like.

Bonus Checklists & Tip Sheets

All Attendees Will Receive the Following

  • • 5 Tips to Create Great Visual Storytelling
  • • Checklist: How to Get Content Right
  • • 7 Tips for Working KPIs Into Your Measurement Strategy
  • • Tip Sheet: Thoughts on Social Media Execution
  • • 5 Tips for Developing SEO-Friendly Content

Schedule At–A–Glance

8:00 a.m. – 8:35 a.m.
8:35 a.m. – 8:45 a.m.
8:45 a.m. – 9:30 a.m.
10:15 a.m. – 10:30 a.m.
11:45 a.m. – 12:00 p.m.
1:00 p.m. – 1:15 p.m.
2:30 p.m. – 2:45 p.m.

Detailed Schedule

8:00 a.m. 8:35 a.m.

Registration & Networking Breakfast

8:35 a.m. 8:45 a.m.

Opening Remarks

8:45 a.m. 9:30 a.m.

What You Need to Know About SEO

We’ll start the day with a discussion about search engine optimization and the various factors that must be taken into account to raise the profile of your brand in a Google search. You’ll also learn about techniques that can improve your search ranking and how to avoid “black hat” methods that can get you booted from Google searches.

You’ll learn how to:

  • Use keywords and meta tags effectively
  • Avoid overuse of keywords and links that can actually harm your page ranking
  • Determine the difference between on-page and off-page factors and their impact on SEO
  • Understand Google’s SEO ranking factors
  • Differentiate between different types of searches – navigational, informational, transactional
  • Analyze your site and determine whether it is optimized for search

Bonus: 5 Tips for Developing SEO-Friendly Content


Mike Samec
Director of Digital Strategy
Gibbs & Soell Business Communications
9:30 a.m. 10:15 a.m.

Creating Content That Gets Traction on Google

Your brand’s content is filtered through the prism of Google’s algorithm, and to get your content seen by the widest possible audience, you need shape that content effectively. In this session, you will learn how to develop and package dynamic content that will draw attention on Google and raise your brand’s awareness.

You’ll learn how to:

  • Develop compelling, in-depth and timely content that raises your search ranking on Google
  • Mix up your content mediums to increase visibility
  • Recognize the types of content that are popular on Google
  • Create URLs for your content that are descriptive and searchable
  • Structure your content to enable indexing by Google

Bonus Checklist: How to Get Content Right


Jeremy Rosenberg
SVP, Head of Digital
Allison + Partners
Michael J. Lamp
Vice President, Social & Digital Media
Hunter Public Relations
10:15 a.m. 10:30 a.m.

Networking Break

10:30 a.m. 11:15 a.m.

Measuring Your Progress with Google Analytics

You won’t know if your content is making an impact on Google unless you can track its performance. This in-depth session will begin with an introduction to Google Analytics, a powerful measurement tool that can provide a wealth of data for your brand. Then our speakers will dive deeper into the specific elements of Analytics and how to adapt the platform to your measurement needs.

You’ll learn how to:

  • Understand the basics of Analytics so that you can move on to more complex measurement
  • Establish a measurement framework that includes objectives, goals, metrics and targets
  • Identify and integrate KPIs into your measurement strategy
  • Use Google Analytics data to answer key questions about which content drives traffic
  • Obtain measurement data that you can use to improve brand outreach
  • Determine which data provides the most accurate picture of your brand’s performance on Google

Bonus: 7 Tips for Working KPIs Into Your Measurement Strategy


Adam Singer
Analytics Advocate
Sandra Fathi
Founder and President
11:15 a.m. 11:45 a.m.

Google Trends and Databoard: Using Data to Tell Your Story

Google Trends and Google Databoard are two tools that allow you to investigate search terms and a variety of research topics and use that information as a means of enhancing your content and the reach of your brand. In this session, you will learn how to use Trends data to determine how your brand is tracking on Google and how to explore and use insights from Google research studies in your own content.

You’ll learn how to:

  • Create Trends searches that return compelling data
  • Make relevant comparisons of search terms over time
  • Compare website traffic between sites and by country
  • Analyze Trends data to assess the impact of your content
  • Create effective research reports and infographics using Databoard
  • Adapt information drawn from Databoard to create dynamic content


Ann Marie Almariei
Director of Content and Strategy
DeVries Global
11:45 a.m. 12:00 p.m.

Networking Break

12:00 p.m. 1:00 p.m.

Luncheon Keynote: Purple Goldfish – How to Stand Out in a Sea of Sameness

To succeed in today’s busy, noisy, and competitive business marketplace, brands must do everything possible to deliver an experience that not only wows customers and audiences, but gets them talking and connecting. Stan Phelps, author of the Amazon best-seller “What’s Your Purple Goldfish,” will share the ingredients of creating signature added value. In his keynote presentation, you will learn about the Goldfish Rule. You will understand the importance of customer experience and its impact on satisfaction, retention and word of mouth.


Stan Phelps
Founder & Chief Measurement Officer; Author, “What’s Your Purple Goldfish”
9 Inch Marketing
1:00 p.m. 1:15 p.m.

Networking Break

1:15 p.m. 2:00 p.m.

Embracing Visual Storytelling on YouTube

If you have not integrated video as part of your brand communications strategy, then you are missing a major opportunity to connect with customers. Our speakers in this session will teach you how to get the most out of YouTube, the world’s largest video-sharing service.

You’ll learn how to:

  • Develop and cross-promote video content with YouTube
  • Use YouTube to expand the reach of your video content
  • Employ strategies for defining and targeting your audience
  • Optimize your video content for search
  • Understand YouTube Analytics and use it to make adjustments to your video content strategy

Bonus: 5 Tips to Create Great Visual Storytelling


Adam Finch
Digital and Social Media Specialist
Matt Gentile
Global Director of Social Media
Century 21 Real Estate
2:00 p.m. 2:30 p.m.

Integrating Google AdWords Into Your PR Strategy

Google AdWords can be a powerful ally in the battle to increase brand awareness. Its flexibility and specificity allows you to tailor your Google ad campaign in a way that targets potential customers. In this session, Google’s Adam Singer will show you how to tailor AdWords to your specific needs.

You’ll learn how to:

  • Create an AdWords campaign that is right for your brand
  • Develop content for specific ads that will draw clicks and conversions
  • Develop an ad campaign that optimizes the key locations on your site
  • Integrate AdWords with Google Analytics to track your campaign’s progress
  • Adapt your campaign based on performance


Adam Singer
Analytics Advocate
2:30 p.m. 2:45 p.m.

Networking Break

2:45 p.m. 3:30 p.m.

How to Maximize Google’s Social Products for Your Communications Strategy

As a communicator, you may not even be aware of all the options that Google provides for optimizing your content on social media. This session will explore the tools that Google offers for social media, and how you can use them to their fullest potential to enhance your brand awareness.

You’ll learn how to:

  • Format headlines and embed specific actions into your posts to make them more interactive to grab reader attention
  • Optimize your content to gain maximum exposure
  • Understand how Google uses Google Authorship to elevate your blog posts
  • Use Google Hangouts to elevate your brand, and expand outreach and to your customers
  • Bring social conversations to life with additional visual elements
  • The latest on Google+ and how your organization can leverage it to increase engagement

Bonus Tip Sheet: Thoughts on Social Media Execution 



Trevor Martin, The Nature Conservancy's Social Media Mobile Marketing Manager.
Trevor Martin
Social and Mobile Marketing Manager
The Nature Conservancy
Mitzi Emrich
Chief Social Strategist
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