OC/PRSA Fourth Annual Diversity Conference and Luncheon

September 18, 2008

The OC/PRSA Diversity Committee and PR Newswire co-hosted "Hi-Tech, High Touch" - Exploring Targeted PR & Marketing for Today's Diverse Audiences, as part of the OC/PRSA's Fourth Annual Diversity Conference.

The half-day conference paired up with the OC/PRSA monthly luncheon series and included special guest speakers and interactive media panels who addressed concerns and issues for today's 21st century diverse audiences and PR workforce.

Featured program speakers included: Randy Lopez of G&M Plumbing, Patricio Fuentes of GelComm, Clarita Karlin and Sande Hart of SARAH (Spiritual And Religious Alliance for Hope), Anh H. Do of Nguoi Viet 2, Galen Newton of Bravo Network, Michael Phelps of The Advocate, Out and The Out Traveler, and Manny Ruiz of Hispanic PR Wire/PR Newswire, Multicultural Markets & Co-Chair, National Diversity Committee, PRSA, served as panel moderator.

Randy Lopez, Partner/Chief Marketing Officer - G&M Plumbing
Known as a creative thinker and brand visionary, Randy Lopez brings more than 20 years of restaurant and marketing experience. Randy has held VP Marketing roles at Del Taco, Buca di Beppo, Ruby's Diner, and executive marketing positions at Arnold Palmer Golf management and TGI Fridays.

Randy has a long history of building brands through traditional advertising and guerilla tactics. He is a frequent guest lecturer on the topics of field marketing tactics, brand building, and public relations. Randy has been featured in BrandWeek, AdWeek, Nations Restaurant News and Restaurants & Institutions among others.

Randy will share insights on marketing to diverse audiences; from targeting women for HBO's Sex and The City Ultimate DVD Campaign to reaching burger lovers across America in Red Robin's Department of Deliciousness campaign.

www.gmplumbing.com/site/

Patricio Fuentes, Founder & Agency Principal - GelComm
GelComm is a marketing communications firm dedicated to building brands through research and trend positioning. Founder and Principal, Patricio Fuentes, has established a proven track record in the industry as a brand licensing expert for today's "Tween" market serving clients including The Walt Disney Company, Warner Bros., Mattel Toys, Cartoon Network, Cranium Games, Hasbro, The Jim Henson Company Playmates Toys, and Fremantle Media (American Idol), to name a few.

Patricio will discuss how to achieve brand success by interpreting trends and demographics to reach diverse and multicultural niche audiences to implement successful interactive marketing campaigns.

www.gelcomm.com/

Galen Newton, Producer/Editor - Bravo Network
As Producer/Editor, Video Production, Galen Newton is responsible for editing, shooting and producing original video content for Bravo Digital Media, including assets for its Emmy-nominated and award-winning website, BravoTV.com.

Prior to working with Bravo, Galen worked in a variety of television production roles from production assistant to teen news host. Though his career has been brief, he has worked in entertainment, local and teen news, magazine shows, on-air promotions, and award shows.

Galen will discuss the role of digital marketing today as a means to reach diverse audiences. Bravo is the cable network that plugs people into arts, entertainment and pop culture with original programming, acclaimed drama series, movies, comedy and music specials, and by showing a whole different side of celebrities. Currently available in more than 83 million homes, Bravo is known for breaking out exciting new personalities, shaking up the way we look at style, media, fame and Hollywood, pulling back the curtain on the creative process, and making influential and inventive original programming. Its critically-acclaimed original programming includes the two-time Emmy nominated Kathy Griffin: My Life on the D-List, 13-time Emmy nominated Inside the Actors Studio, Emmy nominated Top Chef, The Real Housewives of Orange County, Celebrity Poker Showdown, as well as the 2004 Emmy winner for Outstanding Reality Program, Queer Eye, and the seven-time Emmy-nominated hit competition series Project Runway.

Galen will provide personal insights on best practices in marketing to diverse communities using digital media and business trends within this particular market.

www.bravotv.com/

Sande Hart, Founder - SARAH (Spiritual And Religious Alliance for Hope)
Sande Hart is the founder of SARAH (Spiritual And Religious Alliance for Hope). The Rancho Santa Margarita mother of two teenagers, founded SARAH after the events of 9/11 in an effort to bring together the women of her community to dialogue in a safe environment. Sande was invited to speak at Harvard University's Pluralism Project's "Women's Interfaith Initiative Post 9/11" conference and has been a keynote speaker at The Garden Grove Mayor's Prayer Breakfast and The Huntington Beach Interfaith Council's Annual Procession of Light event. Sande is the recipient of the Orange County Human Relations Commissions Annual Community Leadership Award and the BaHai Community's Model of Unity Award. She serves on the Board of Directors for the IRCC (Institute for Religious and Cultural Competency), the OC Interfaith Network, and the Bureau of Jewish Education of Orange County. Along with SARAH, Sande is an active member of The North American Interfaith Network, and The United Religions Initiative, who recently awarded SARAH with their annual Bowe's Award (for the North American Region) for an exemplary county-wide weekend of community service project which will take place in May of 2009. Most recently, she is also the author of "Make a Difference 101, Community Service: A Practical Step-by-Step Guide for Kids."
Sande will discuss SARAH's work promoting interfaith diversity in Orange County and share firsthand knowledge of how to work with local civic and community activist groups to advance diversity and multiculturalism in the County.

www.sarah4hope.org

Michael Phelps, Publisher - The Advocate and Associate Publisher - Out and The Out Traveler
A graduate from Michigan State University, Michael Phelps worked at Hearst Magazines prior to joining The Advocate in 1996. He was hired by The Advocate as a Senior Advertising Manager in the New York office.
Michael rose through the ranks steadily, promoted to Sales Development Director, Advertising Director and Associate Publisher before being named Publisher of The Advocate, the nation's oldest continuing LGBT publication. Michael is currently based in the Los Angeles office of The Advocate with responsibilities that include ad sales management, marketing, issue layout and editorial liaison.
He is also the Associate Publisher for Out Magazine and The Out Traveler.
Michael will provide personal insights on best practices in marketing to diverse communities using print and business trends within this particular market.

www.advocate.com/
www.out.com/
www.outtraveler.com/

Featured Morning Session Panel
* Sande Hart, SARAH (Spiritual and Religious Alliance for Hope), Founder
* Anh H. Do, Nguoi Viet 2, Vice President & Editor

Featured Lunch Session Panel
* Patricio Fuentes, GelComm, Founder & Agency Principal
* Randy Lopez, G&M Plumbing, Partner/Chief Marketing Officer
* Galen Netwon, Bravo Network, Producer/Editor, BravoTV.com
* Michael Phelps, The Advocate, Publisher; Out, Associate Publisher; The Out Traveler, Associate Publisher
* Moderator: Manny Ruiz, Hispanic PR Wire/PR Newswire, President, Multicultural Markets & Co-Chair, National Diversity Committee, PRSA

WHEN:
Thursday, September 18, 2008
8:00 a.m. - 1:30 p.m.
Morning Session 8:00 a.m. - 11:00 a.m. (included special Diversity Clinic with PR Newswire)
Monthly Luncheon Program 11:30 a.m. - 1:30 p.m.

LOCATION:
The Clubhouse Restaurant
3333 Bristol, Costa Mesa, CA 92626
(714) 708-2582 (directions only)

COST:

Morning session (8AM-11AM) "OC Firsts: Diversity Milestones & Celebrations" & Diversity Clinic
*$30 member *$40 non-member *$25 student

Afternoon session/monthly luncheon (11:30AM-1:30PM) "Hi-Tech, High Touch"
*$40 member *$50 non-member *$35 student

BOTH sessions (8AM-1:30PM): OC/PRSA FOURTH ANNUAL DIVERSITY CONFERENCE
*$65 member *$80 non-member *$45 student

*No refunds are available. Register below using PayPal. Please note that the online price includes a $1 PayPal transaction fee. Or, email info@ocprsa.org to register, then send a check payment to OC/PRSA, PO Box 422, East Irvine, CA 92650.

FOR MORE INFORMATION:
Laarni Rosca Dacanay
Co-Chair, Diversity Committee
NBC Universal, Diversity Communications Specialist
(818) 777-9195
Laarni.Dacanay@nbcuni.com

Marcie Perez
Co-Chair, Diversity Committee
Idea Hall, Vice President
(213) 236-3582
Marcie@ideahall.com

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