As seen at the 2009 and 2010 PRSA International Conferences... In this age of always-on, "gimme more" communication, the news cycle has shifted from 24 hours to 24 seconds. Learn how to profit from this information maelstrom, with best practices on integrating digital media tools into the 24/7 communications mix, establishing anticipatory war rooms and rapid response teams, and turning seemingly small news into big coverage. Walk away with tips and techniques to apply immediately to your own organization.
 
Michael L. McDougall, APR, is vice president of Corporate Communications and Public Affairs at Bausch + Lomb, where he leads the company's outreach to business, financial and health care media; employees; government; and the community. He has held global PR leadership roles at Kodak, and has counseled more than 50 organizations during his agency tenure. A frequent industry speaker, his innovative programs have been honored with multiple PRSA Silver Anvil, PR Week and PR News awards.