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National Grassroots Conference
January 20-23, 2010 - Loews Portofino Bay Hotel at Universal Orlando^® - Orlando, Fla.

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  AGENDA

Wednesday, January 20

2:00 p.m.      
Congressional Insight: A Simulation of Political Challenges 
Presented by the National Association of Manufacturers
This popular computer simulation has been widely used to train grassroots supporters throughout the United States.  In just two hours, live through the two-year term of a member of Congress as you learn the issues, manage resources and advance a legislative agenda.

Candice Daniels
Associate Director, Public Affairs
National Association of Manufacturers
Twitter: @NAM_Shopfloor
Facebook
www.nam.org

4:30 p.m.
Insider's Guide to the National Grassroots Conference & Meet Your Mentor/Mentee
Is this your first National Grassroots Conference?  This session will provide valuable insights for getting the most out of your conference experience. Also, if you have been assigned a mentor or mentee, here's your first chance to connect.

Rikki Amos
Associate Director, Political Involvement Programs
Public Affairs Council

5:00 p.m.
Welcome to Orlando Networking Reception
Generously Sponsored By: DDC Advocacy
This perennial favorite is the perfect opportunity to get to know your fellow attendees in a relaxed and casual environment.  Following the reception, explore Orlando on your own or with the new contacts you've made.

www.ddcadvocacy.com

Thursday, January 21

7:30 a.m.
Registration/Networking Breakfast
Generously Sponsored By: Aristotle

www.aristotle.com

8:00 a.m.
General Session
Generously Sponsored By: Vocus, Inc.

The Road to Results: Why Grassroots Makes a Difference
Keynote Address with former Rep. J.C. Watts
The fundamental question for any grassroots practitioner is, "Does this really work?" While we've all know stories that prove the answer is yes, hear from a former member of Congress who can share insights on what really works, and what doesn't.

J.C. Watts Jr.
Former Member of Congress
Founder & Chairman
Watts Partners

www.vocus.com
 

9:30 a.m.
Break

9:45 a.m.
Concurrent Workshops A

A1: When Does Good Grassroots Turn Bad?  (new)
Media and others are holding a harsh light to grassroots in 2009. Join the debate on topics such as what Astroturf actually is/is not and best practices to keep good grassroots activities from turning bad.

Rikki Amos
Associate Director, Political Involvement Programs
Public Affairs Council

A2: So You Want to Kickstart a Grassroots Program
Are you thinking about starting or rebuilding your grassroots program but you're not sure where to start? Learn from peers who've been where you are -- and how they got where they are today.  From management and structure to goals and activation, we'll discuss it all so you can put an effective plan in place.

Helen Kim Fitzpatrick
Government Relations Manager
Health Care Service Corporation 
Website
Twitter: @HCSC

Eric McKeeby
Government Relations Communications Manager
American Veterinary Medical Association
Website
Facebook

A3:  Social Media Crash Course (repeats)
Do you smile and nod while everyone else talks about Twitter, Facebook, YouTube, Blogger and Flickr, but really are still unclear how they work, let alone the role they can play in your grassroots program?  Get up-to-speed on the basics of these social media platforms so you can lead the social-media charge in your work.

William Black
Senior Partner
Fleishman Hillard
Twitter: @Fleishman
www.fleishman.com

10:45 a.m.
Break

11:00 a.m.
Concurrent Workshops B

B1: Best Practices for Managing and Engaging Coalitions
Coalitions remain invaluable for demonstrating broad and deep support on issues. More than ever before, they are playing a notable (and sometimes notorious) role in today's big issues and debates. Join an advanced-level discussion on what it really takes to participate in and effectively manage coalitions, including transparency, disclosure and key tactics.

Melinda Baker
Senior Associate, State Affairs
American College of Surgeons

Christian Clymer
Deputy Vice President
Pharmaceutical Research and Manufacturers of America

B2: The Right Tools for the Job
Management of software and consultant-provided tools can make or break a program. But how do you determine your needs? How do you find, evaluate and compare software vendors and consultants? Take home tips for evaluating the options so you can maximize your ROI.

Jeff Ashe
Senior Vice President, PAC & Grassroots Development
Aristotle International

Larry Krutchik
Senior Vice President, Public Affairs
Allison & Partners

B3: Bridging the Divide: Building Community Online AND Off (new)
Grassroots professionals are excited about the opportunities to reach advocates through social media. But, it's important to remember that the online community doesn't trump the offline community. We'll look at where these worlds collide, how they can help each other and how they raise the profile of your issue.

David L. Haase
Senior Vice President, Social Media
Virilion
Twitter: @Virilion
www.Virilion.com

12:00 p.m.
Buffet Luncheon/Industry Networking Roundtables
Generously Sponsored By: Allison & Partners 

www.allisonpr.com

12:30 p.m.
Grassroots Resource Marketplace Opens

1:30 p.m.
Concurrent Workshops C

C1: Grassroots: What's Your Policy? (new)
Building on last year's sessions about important ethics and transparency issues, participants this year will discuss best practices and ideas for policies on employee grassroots participation and outsourced consultants. Participants are encouraged to bring current or draft sample policy statements, or contract language for discussion. New voices welcome!

Rikki Amos
Associate Director, Political Involvement Programs
Public Affairs Council

C2: Demonstrating ROI and Value
You may be good at getting your advocates to tell the story about the issue but can YOU tell the story of how grassroots makes a difference? Learn how to speak the language of metrics, tell the story behind the numbers and demonstrate the value the organization gets out of its grassroots investment.

Thomas P. Leibensperger
Director, Grassroots Advocacy
Blue Cross Blue Shield Association

Laura McDonald
Director, Public Affairs, Major Electric Projects
San Diego Gas & Electric Co.

C3: Visual Aids: How YouTube and Video Can Tell Your Story
Big issues in 2009 -- from card check to health care -- have catapulted YouTube and video into the consciousness of every grassroots practitioner. Evaluate how video can fit into your grassroots program and have an impact on the actual debate.

Gretchen Deo
Executive Director, Political Affairs & Federation Relations
U.S. Chamber of Commerce - Vote for Business 

Moriah Merkel
Grassroots Program Administrator
American Society of Anesthesiologists 
@asagrassroots

2:30 p.m.
Break
Generously Sponsored By: U.S. Chamber of Commerce

www.uschamber.com 

3:00 p.m.
Communications Critique Roundtables (new)
Join a facilitator-led, interactive discussion evaluating the key communications pieces common to every grassroots program.  We'll have materials for you to evaluate, or you can bring your own to gain valuable feedback. We'll evaluate what components make these materials shine:

• Calls to Action
• Newsletters
• Handbooks
• Websites

4:00 p.m.
Break

4:15 p.m.
Concurrent Workshops D

D1: Managing Your Reputation (new)
The strength and impact of your program is often a function of grassroots, business and personal reputation. What strategies build reputation? When a strategy backfires, how should you respond?

Christopher Amatos
Manager, Policy Communications
American Electric Power (AEP)

Beth Leonard
Senior Director, Public Affairs
America's Health Insurance Plans

D2: It Takes a Village: Coordinating Grassroots Across Departments
Grassroots is built on the understanding that the whole is greater than the sum of its parts. Effective grassroots programs involve many departments and integrate with the overall business strategy and mission. Learn what it takes to engage and plan with senior management, lobbying, PR and PAC on shared messaging and strategy to create a win-win relationship.

Cody W. Lyon
Director, Grassroots & Policy Advocacy
American Farm Bureau Federation

Courtney S. Walker
Corporate Issue & Advocacy Advisor
Exxon Mobil Corporation

D3: Facebook Me! Balancing Your Personal and Professional Voice Online (new)
Where does your voice end and your company's voice begin in a social media world? Have you been friended or are your followed by members, bosses, staff and colleagues, in addition to your personal friends? Discuss how professionals manage their own online space and reputation.

Molly Nichelson
Senior Specialist, Grassroots Outreach
American College of Cardiology
Twitter: @cardiology
Facebook

Kevin O'Neill
Vice President
Edelman-Grassroots Enterprise 
Facebook
www.Grassroots.com

5:30 p.m.
Resource Marketplace & Networking Reception
The only annual event where you can meet the industry's leading providers of technology and grassroots management services. Discover the latest, greatest advances that could boost your program's performance.

Participating Exhibitors Include:

720 Strategies
Aristotle
Capitol Advantage/CQ Roll Call Group
DDC Advocacy
Executive Communications, Inc.
The Soft Edge
State & Federal Communications, Inc.
Vocus, Inc.

Friday, January 22

7:45 a.m.
Networking Breakfast
Generously Sponsored By: State & Federal Communications, Inc.

 

8:15 a.m.
General Session

New Roads: 2009 Grassroots Innovation Award Winners
Generously Sponsored By: The Soft Edge
Find out who will win this year's prestigious awards and be crowned industry leaders in Corporate Grassroots, Association Grassroots and the new category of Social Media. Award winners will be invited to share the strategies, challenges and future plans behind their innovative programs. To nominate your program, visit www.pac.org/gia.

www.thesoftedge.com

9:45 a.m.
Break

10:00 a.m.
Concurrent Workshops E

E1: Ethics, Gift Rules and Grassroots Legal Updates
2009 brought increased interest in, and scrutiny of, grassroots practices. Review the current rules governing gifts, ethics, receptions, privately funded travel, constituent events and federal and state lobbying to make sure your activities remain compliant.

Kenneth A. Gross
Partner
Skadden, Arps, Slate, Meagher & Flom

E2: A Penny Pinchers' Guide to Training
Education and training are key to effective engagement. But how do you do that with tight budgets and nationwide employees? Hear how other programs are using tools such as fly-ins, handbooks, webinars and websites in traditional and non-traditional ways to train and engage advocates across the country.

Joanna Crooks
Assistant Director, Grassroots Advocacy
American Academy of Dermatology
www.aad.org/gov

Tricia Grayson
External Communications, SilverSneakers Program
Healthways, Inc.  

E3: Twitter Me This: Grassroots in 140 Characters (new)
Twitter is growing exponentially as a news outlet, discussion board and organizing tool. Hear how Twitter can play a role in your communications with advocates, legislators, news media and the public. Discuss issues to consider before using this platform and how others won internal buy-in.

Beth Cieslik
Manager, Civic Affairs
Target Corporation
Twitter: @TargetTwitizen

Lauren E. Tanner
Senior Account Director
720 Strategies
Twitter: @720Strategies
www.720strategies.com

11:00 a.m.
Break

11:30 a.m.
Concurrent Workshops F

F1 and F2: Grassroots Challenge (new)
Looking for a hands-on experience to put what you're learning to work? Join a peer group of problem solvers to build a grassroots plan from start to finish based on a timely topic for 2010. You'll debate and strategize the best way to achieve your goals. This hands-on activity will leave you with a grassroots plan you can use in the future.

Facilitators:

Rikki Amos
Associate Director, Political Involvement Programs
Public Affairs Council 

Sheree Anne Kelly
Director, International & Political Programs
Public Affairs Council 

Ashley Mancheni
Senior Program Associate
Public Affairs Council

Breanna Olson
Manager, Political Involvement Programs
Public Affairs Council

F3: Social Media Crash Course (repeat)
Do you smile and nod while everyone else talks about Twitter, Facebook, YouTube, Blogger and Flickr -- but are still unclear how they work, let alone the role they can play in your grassroots program? Get up-to-speed on the basics of these social media platforms so you can lead the social-media charge in your work.

William Black
Senior Partner
Fleishman-Hillard Public Affairs

12:30 p.m.
Boxed Lunch/Mentor Meet Up
Generously Sponsored By: Edelman - Grassroots Enterprise
Mentors are encouraged to check in with their mentees to answer new questions that have arisen, provide suggestions for choosing Day 3 sessions and schedule a time to meet at the evening reception.

www.grassroots.com

Free Afternoon

5:30 p.m.
Networking Reception
Generously Sponsored By: 720 Strategies
Reconvene with your colleagues for a waterfront evening reception before enjoying a free night to explore Orlando and Universal Studios.

www.720strategies.com

 

Saturday, January 23

8:30 a.m.
Networking Breakfast

9:00 a.m.
General Session

The Rules of the Road are Changing
The First Amendment in political activities received intense scrutiny this year. And everyone who will engage in 2010 and 2012 election-related activities needs to understand the implications of the U.S. Supreme Court's recent re-hearing of the Citizens United v. FEC case. At a minimum, major changes are on the horizon for how corporations, associations and unions can be involved in election-related issue communications. Hear from an expert on what this means for you and for organizations on all sides of this major debate. 

Michael E. Toner
Partner
Bryan Cave LLP

10:00 a.m.
Break             

10:15 a.m.
Concurrent Workshops G

G1: Small but Mighty Programs (new)
Whether you started out with a small budget, or lost your budget due to economic challenges, learn how you can have a big impact without big bucks. Whether with new tools, new ideas, or a laser beam focus, learn how programs with small budgets can win attention for their issues and have an impact on the debate.

Steven Arabia
Senior Manager, External Affairs
NRG Energy, Inc.

Nora O'Sullivan
Public Affairs Consultant
Mayo Clinic

G2: Straight to the Top
Grasstops isn't a new strategy in the grassroots professional's arsenal. However, it's an increasingly valuable and sophisticated tactic given today's grassroots landscape. Learn how to identify, train and activate grasstops advocates for a quality vs. quantity approach.

Ilona Piaskowy
Government Relations Associate
The Association of Public Television Stations

Robert G. Sommer
President
Rock Entertainment Management

G3: Crafting a Social Media Grassroots Strategy (new)
Stop and think before you tweet (or Facebook, or blog, or...) You first need to define what you want social media to do for your grassroots program. You don't have the resources to be everywhere at once, so how do you decide what to use and how to use it? How do you plan to build internal support before (and after) you flip the switch? Like any good campaign, you need a strategy first. What's yours?

David John Garriépy
Manager, Public Affairs
Retail Industry Leaders Association 

Eric A. Lundberg
Grassroots Director
WellPoint, Inc.
http://www.healthactionnetwork.com/
Facebook

11:15 a.m.
Concurrent Workshops H

H1: Managing You
You are your most important tool and resource. Investing in yourself through professional development opportunities such as this conference gives you the chance to develop new skills for a new market. We'll help you answer questions such as: "What are employers looking for today?" "How does what I do translate into other fields?" and "How do I remain an asset in my organization?"

Lisa Ryan
Senior Vice President & Managing Director
Heyman Associates

H2: What Next?
Need help translating all this conference information into actionable strategies once you leave? Have one last question or piece of advice? Drop by for one-on-one time with the Council's grassroots expert to ensure you gleaned everything you needed from this conference.

Rikki Amos
Associate Director, Political Involvement Programs
Public Affairs Council

12:00 p.m.
Adjournment