2015 PIO Symposium Agenda


8:30 - 9:00 a.m.     Check-in and continental breakfast in the First Amendment Forum


9:00 - 9:10 a.m.     Welcoming remarks

  • John Hatfield, APS Vice President of Communications

  • Mark Lodato, Assistant Dean of the ASU Walter Cronkite School of Journalism and Mass Communication


9:10 - 9:50 a.m      Opening Keynote: Fernanda Santos

A theme centered on “A Reporter’s Perspective: Lessons for PIOs.”  Fernanda Santos, Phoenix Bureau Chief for The New York Times, will talk about the things PIOs do that work well versus the things she has seen PIOs do that don’t work and cause them to lose credibility in the eyes of the media. Santos offers examples about dealing with PIOs in times of crisis emerging from events such as the fire in Yarnell and the explosion of Space Shuttle Columbia to the entrapment of miners in Pennsylvania and other stories in Arizona and New Mexico as well as New York City where she covered politics, crime and public schools over the course of 12 years for the New York Times and the Daily News.


9:50 - 10:50 a.m.    Panel Discussion: Message Integration

One of the most important aspects of communicating effectively is consistency of message. When working with multiple departments internally and/or several external organizations, ensuring that everyone is on the same page AND moving in the same direction are vital to success. The Message Integration Panel will discuss best practices that you can implement immediately to get everyone engaged and communicating clearly and with consistent language to an array of stakeholders.


  • Moderator: Sean McLaughlin, CBS 5 Anchor

  • Hal Pittman, APS Director of External Communications

  • Ben Santillan, Phoenix Fire Captain

  • Mandi Wimmer, Events Coordinator for Super Bowl Host Committee


10:50 - 11:00 a.m.   Brief break


11:00 a.m. - Noon   Panel Discussion: Changing Media Landscape

In today’s media realm, things move quickly. News can be published and then republished as the story changes in real time. The pressure on journalists to wear many hats and to communicate on a multitude of platforms is growing. The leadership behind it all is charged with adapting to the changing media landscape, while attracting and retaining an audience in an increasingly fractured marketplace. Hear from three of the Valley’s leading news executives who will share their perspective on the future of media, how it will impact them, and how it will impact our jobs as public communicators.


  • Moderator: John Hatfield, APS

  • Edward Munson, Vice President and General Manager of KPHO-TV CBS 5 and KTVK 3TV

  • Anita Helt, Vice President and General Manager of ABC 15

  • Ray Schey, Publisher of the Phoenix Business Journal


Noon - 1:15 p.m.   Lunch and networking


1:15 - 2:00 p.m       Closing Keynote: Jerry Colangelo

Jerry Colangelo, Arizona businessman and international sports executive, will focus on “Leading on a World Stage” using USA Basketball as the case history. He’ll explain what he confronted when first taking over the USA Men’s Basketball Program back in 2005 and what the non-negotiable national goals were: “Win or don’t come home.” Strategic planning, ongoing communications and unwavering leadership were all virtual ingredients for returning the gold medal to the United States of America.


2:00 - 2:15 p.m.       Presentation

  • Cronkite PR Lab students on the PIO Symposium


2:15 - 2:25 p.m.       Arizona PIOs

  • Tim Tait, Assistant Division Director for ADOT


2:30 p.m.                 Closing remarks

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