Learnings from this year to plan for 2021


If there is one key takeaway from this year, it’s that we have to be prepared to pivot at the drop of a hat. No one could have predicted the series of events that occurred in 2020, and truth be told, the “new normal” isn’t going anywhere for the foreseeable future. So, how can you plan for 2021 and what tools do you need to succeed?

Join us to reflect on learnings from this  past year, understand how brands are planning for 2021 and brush up on some best practices for what we all hope will be a much less hectic new year. 

During this session our expert panelists from St. Baldrick’s Foundation, Sojern, Auto Care Association, and  Cision  will examine: 

  • How this year elevated and changed the role of comms professionals 

  • Using data to better inform 2021 strategies

  • Best practices for pitching the media

  • The tools needed to better inform and measure your campaigns

  • Strategies and tactics for integrating your marketing and comms teams

If you would like to learn more about PRSA and the membership options available please click here.

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Meet The Experts:

Rebecca Dersh

Head of Public Relations



Rebecca Dersh is the Public Relations Manager for Cision in Austin, TX. She previously worked at agencies Konnect and Wolff Olins, where she managed marketing and public relations for a variety of clients in industries ranging from non-profit to tech. Find her on Twitter at @rebecca_dersh for all things tech and PR.


Traci Johnson

Director, Media & Storytelling
St. Baldrick's Foundation




As an accomplished media relations professional, Traci has worked in the non-profit sector for over a decade helping to drive the conversation around childhood cancer research. As director of public relations for the St. Baldrick’s Foundation, Traci led all PR strategies designed to raise awareness and drive engagement and revenue. With a talent for story development and positioning, she has executed PR initiatives that have garnered local and national placements.


Scott Thornburg

Public Relations Lead



Scott W. Thornburg, APR, is an accredited marketing communications leader with a decade of global agency and in-house public relations experience. He is the global public relations lead for Sojern, which is a digital travel marketing platform serving more than 10,000 travel companies around the world. Passionate about his work, he is known for thoughtful management of complex issues, careful attention to detail and high-impact leadership.



Stacey Miller

Senior Director, Communications
Auto Care Association


Stacey Miller is the senior director of communications at Auto Care Association. As an award-winning 15-year communications industry veteran, her and her team have tripled the reach of the association through strategic communications efforts such as data-based storytelling to earn media coverage in mainstream media outlets. Also responsible for developing and implementing an integrated, organization-wide strategic communications plan to increase global association profile and influence, Stacey has implemented strategies to cultivate and enhance meaningful relationships with targeted, high-level external audiences, including the media, public officials and key influencers.