IABC Triangle Spring Conference | April 9, 2015

IABC_NC_Triangle_FBCommunications Crossroads: Where Internal and External Communications Intersect

Taking your brand to the next level means creating internal advocates and captivating external audiences at the same time. When you’re at this communications crossroads, you need guidance on how to take great content from inside your organization and use it to strengthen your brand externally. You need to understand what drives employee engagement, how to leverage social media and how to track overall impact with analytics.

Come find answers to this and other pressing business communications questions at IABC Triangle’s spring conference, “Communications Crossroads: Where Internal and External Communications Intersects.” During this daylong event, you’ll:

  • See how area companies are maximizing employee voice to benefit their brand.
  • Learn how to recruit employees to effectively engage with audiences on social media.
  • Understand how your organization’s culture can open up lines of communication, making your company more approachable and transparent.
  • Grow your professional network with other business communicators in the greater Triangle area.
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8:30 a.m. – 9:00 a.m.
Breakfast and Networking

WM-Stacked-redgray9:00 a.m. – 10:00 a.m.
I am WakeMed: Driving Company Culture Forward through Mirrored Internal and External Campaigns
Debbie Laughery, Vice President of Public Relations, WakeMed Health & Hospital
Defining and developing an effective company culture isn’t the easiest with 9,000 employees, 1,200 physicians and more than 1,000 dedicated community volunteers. Yet WakeMed Health & Hospitals has found a way to create a corporate culture that has helped define the hospital and its mission. With a newly launched communications campaign known as “I am WakeMed,” communicators are helping bridge the gap by tying employees to the community and the community back to employees. This presentation will explore how the mirrored internal and external campaign is more effectively defining the Wake Way and propelling communications and the WakeMed mission in the right direction.

10:00 – 10:15 a.m.

railinc_logo_standard10:15 a.m. – 11:15 a.m.
Leveraging Glassdoor Reviews for Brand Success
Patrick O’Neil, Director of Corporate and Brand Communications, Railinc
Glassdoor has become one of the Internet’s hottest social properties by helping job seekers get the inside scoop about companies from current and former employees. But often the inside scoop is unflattering and damaging to the employer brand. Meanwhile communications and human resources professionals alike remain either skeptical of Glassdoor as a reliable source of information or fearful that disgruntled employees are using Glassdoor to “get even” with management. Many others just don’t have a clue what it’s about at all. This presentation reveals the top ten insights every communicator needs to know about Glassdoor and how to use Glassdoor as a springboard for building your employer brand.

11:15 – 11:30 a.m.

11:30 a.m. – 12:30 p.m.
The Social Link: Connecting the Communication Dots through Social Engagement.
Panelists represent Wake County Public School System, SAS, IBM, Food Bank of Central & Eastern North Carolina and UNC
wcpss_logo SAS_Institute_logoIBM-logofood_bank_ncUNC_logo_542



Social media has a bigger seat at the communications table today than ever before. No matter the channel, communicators are working to uncover how to further brand messages and develop strong stakeholder relationships. Participating panelist will discuss how social media is being used to bridge the gap between internal and external communications through social selling, message management and the development of brand advocates. Panelists include:

  • Wake County Public School System’s Communications Director, Lisa Luten
  • SAS’ Global Social Media Manager, Kirsten Hamstra
  • IBM’s Digital Strategist and Content Marketing Lead, Ryan Boyles
  • Food Bank of Central & Eastern North Carolina’s Digital Media Manager, Jen Newmeyer
  • UNC’s Social Media Director, Natalie Vizuete

12:30 p.m. – 1:45 p.m.
Lunch, Networking and Resume Review

citrix-logo2:00 p.m. – 3 p.m.
Using Content to Engage Your Employees and Build Your Brand
Caitlin Russell, Content Marketing Writer and Editor, Citrix
Content is king these days, and you have to tell great stories to be heard and rise about the noise. But did you also know that you can use content marketing as an opportunity to engage employees and provide them with new opportunities? Writing a blog post may be old news to someone on your marketing team, but for a customer support or sales rep, it can be a way to gain valuable skills for career growth. Companies like Citrix are integrating employees to become contributors on the company blog, voices or participants in video or models for branded photography. Employees enjoy the engagement and customers see that the brand isn’t just some faceless company; it’s actual people telling real stories, which builds brand trust.

3:00 – 3:15 p.m.

Logo-Bayer-Verti_Screen_RGB 3:15 p.m. – 4:15 p.m.
Empowering Employee Evangelists through Social Media

Beth Roden, Head of Communications & North America Coordinator, Bayer CropScience
Modern agriculture and its benefits are at the center of an intense debate. Among the biggest advocates for modern agriculture are employees who work for agricultural research and development companies like Bayer CropScience. Through its companywide ambassador program, Bayer is empowering employees to engage within their personal networks, online and off, listening to the perspectives of others and then positively engaging in constructive dialogue, sharing information about modern agriculture and celebrating the farming community.

stef_small4:15 – 5:30 p.m.
Take Ownership of Your Career
Stefanie Zizzo, Career and Life Coach
Are you satisfied with how you are progressing in your current job? Do you wake up every morning eager to start your day, excited about new possibilities waiting to be explored? If you cannot answer a resounding “YES” to the above questions, I invite you to discover how taking ownership of your own career will bring you greater satisfaction than you thought possible. Waiting for things to happen to you does not bring fulfillment in your career – making things happen for yourself does!


[tabby title=”Speakers”] Deb Laughrey (2)Debbie Laughery, WakeMed Health & Hospitals
Deb Laughery, is vice president of Public Relations for WakeMed Health & Hospitals, a 900+-bed multi-facility health system based in Raleigh, NC.  In her role, which she has held for 18 years, Deb is responsible for corporate communications, marketing, public relations and community relations activities for the health system. She has 32 years of health care communications and marketing experience at facilities ranging in size from a small rural hospital in Wyoming to a large integrated academic health system in New York City.  Deb holds a BS in Journalism and a Masters of business administration from West Virginia University. Deb currently serves on the communications board of the Greater Raleigh Chamber of Commerce, NC Coastal Pines Girl Scouts Board of Directors, Freedom Credit Union and the Junior League of Raleigh Community Advisory Council. She is also active in numerous professional organizations. Debbie is a native of West Virginia, is married and has two sons.

Patrick-ONeil-HeadshotPatrick O’Neil, Railinc
Patrick O’Neil serves as the Director of Corporate and Brand Communications for Railinc Corp., a software and data services firm serving the North American freight railroad system. Since joining in 2008, his work has transformed the reputation and performance of Railinc from a little known IT company into award-winning technology leader. Patrick is an in-demand member of the senior executive team, leading corporate strategy development, public relations, employee communications, marketing and executive communication activities. Over his career he has worked with a broad range of organizations from start-ups and nonprofits to mid-sized companies to universities and the Fortune 500. Patrick earned his PhD. from the University of North Carolina, School of Journalism and Mass Communication; his master’s degree in Integrated Marketing Communication from Northwestern University, and a bachelor’s degree from East Carolina University.

lluten-headshot-smallLisa Luten, Wake County Public School Systems
Lisa Luten is the Director of Communications for the Wake County Public School System. She leads a team charged with branding, communication, web and public relations strategies for the nation’s 16th largest school system. She has launched branding programs, advertising campaigns, web overhauls, and many social media campaigns. Lisa obtained her B.A. in English from North Carolina State University. You can follow her on Twitter @lisaluten.

Kirsten HamstraKirsten Hamstra, SAS
Kirsten Hamstra is the Global Social Media Manager for SAS, a leader in business analytics software. She leads SAS’ corporate social media team and raises social media’s profile and influence as a platform to engage SAS customers, build brand awareness, and ultimately influence SAS’ bottom line. Prior to SAS, Kirsten was with the digital and corporate reputation management teams at Edelman Public Relations in Chicago. Kirsten has a B.A. in English from Emory University and a M.A.M.C. in Public Relations from the University of Florida. She has worked for several other media companies including CNN, Atlanta Magazine, Atlanta Press Club and John Wiley & Sons Publishing.

Ryan Boyles HeadshotRyan Boyles, IBM

Ryan A Boyles is Social Media Strategist for IBM Global Conferences and Events. He drives content marketing strategy, social media marketing programs, event innovation and community engagement for IBM customer events. Ryan has led digital marketing programs as a global social media strategist for IBM Software over the last 5 years focused on developers, cloud computing, app dev and internet of things. Ryan has worked as an online community manager to amplify connections between people meeting in person at events. He worked previously as an IBM WebSphere technical evangelist raising awareness of emerging technology for software developers. Ryan has a strong technical background in IBM as a software engineer, developer and chief programmer. He is an accomplished inventor with over a dozen software patents related to software user interfaces and web applications. Ryan speaks about the social web, tech trends and digital life regularly at conferences. Ryan produces and hosts podcasts covering a variety of sci-fi genre TV. He has been an organizer and co-host of several local NC events such as Ignite Raleigh, Instawalk Raleigh and Triangle Tweetup. Ryan is a proud NC native, #NCbeer connoisseur and you can find him on most social networks as @theRab.

Trav Williams, Broken Banjo Photography, www.BrokenBanjo.netJen Newmeyer, Food Bank of Central & Eastern North Carolina

With over 14 years of experience in the nonprofit arena, Jen has covered everything from the technical end of database administration to the execution of engaging fundraising events. Currently, she oversees the digital initiatives and social media communications for the Food Bank including targeting messaging and ad strategies for a $980,000 online giving budget. Jen is energized by the power of connections and can be found in her spare time spotlighting noble community works and good news at charityjen.com and serving as the Marketing Chair of the Association of Fundraising Professionals-Triangle Region.

Natalie Vizuete HeadshotNatalie Vizuete, UNC
Natalie Vizuete is the social media director at the University of North Carolina at Chapel Hill. She manages a newly created three-person social media team within Carolina’s Communications and Public Affairs office. She started at UNC in 2012 as a writer and editor in the web content office. Before UNC, Natalie was a reporter for nearly 10 years for The Associated Press, working in St. Louis, New Orleans, Baton Rouge, Austin and Raleigh. She also has done freelance writing and worked briefly in politics. Natalie lives in Carrboro with her husband and two children.

Caitlin Russell HeadshotCaitlin Russell, Citrix
Caitlin Russell is a writer and editor on the marketing team at Citrix, where she develops content marketing strategies that contribute to a wide variety of marketing initiatives, including the Citrix website, blog and product-related collateral for the software-as-a-service solutions, GoToMeeting, GoToMyPC, GoToAssist, ShareFile and ShareConnect. If you’ve been to RDU recently, you may have seen a bit of her Citrix ShareFile handy work. A journalism graduate of the University of North Carolina at Chapel Hill, she previously worked in public relations at an international firm and later at one of the top agencies in North Carolina.

BethRodenBeth Roden, Bayer CropScience
Beth Roden is the head of communications for Bayer CropScience U.S. and a member of the North America Executive Team. In her role, Beth creates, develops and implements integrated communication strategies to protect and enhance Bayer’s reputation and support its business objectives. Other roles include leading the culture and change management program for Bayer CropScience NA and sitting on the board for the Bayer USA Foundation. Beth received a bachelor’s degree in mass communications and journalism from St. Bonaventure University and has continued her education in Bayer’s Senior Business Management Program at the University of Notre Dame and Bayer’s Leadership Program at the Center for Creative Leadership in Greensboro, N.C. Beth is an active member of her community, supporting organizations like Multiple Sclerosis and the United Way and is a board member of Passage Home.

stef_smallStefanie Zizzo, Career/Life Coach
Stefanie is a professional career/life coach and workshop facilitator with more than 20 years experience assisting individuals and groups in gaining clarity, confidence and direction in their career and lives. She is the author of The Journey From Comfort to Possibility: A Workbook of Self Discovery and Personal Transformation, serving as a springboard to those ready to stretch out of their comfort zones and experience more of life. Stefanie offers personalized career/life coaching as well as workshops to organizations, associations and the community. She holds her Professional Certified Coach (PCC) designation through the International Coach Federation, has a masters in Counseling and Bachelors in Psychology. Stefanie is currently serving on the board of the Raleigh Chapter of the International Coach Federation as Past President.

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Friday Center Atrium

UNC Friday Center Atrium

Location: William and Ida Friday Center for Continuing Education
100 Friday Center Drive Chapel Hill, NC 27517
Time: 8:30 a.m.-5:30 p.m.
Date: April 9, 2015

The Friday Center is located at 100 Friday Center Drive, Chapel Hill, NC 27517, approximately three miles east of the UNC-Chapel Hill campus, just off Highway 54 East (Raleigh Road). The Center is a short distance from Interstate 40 (from Raleigh, I-40 exit 273A; from Greensboro, I-40 exit 273).

Parking: The Center has parking for 500 vehicles. See this Parking Map for details on guest parking. The Center is served by both public and private transportation services. Several bus routes of the Chapel Hill Transit system serve the Friday Center area.

Dress code: Business casual

Food: Coffee, lunch and light snacks will be provided during the conference at no additional cost.


Thank you to this year’s sponsors

Silver level                                                                                  Bronze level