The 2004 PRSA International Conference in New York City is an absolute must-attend for public relations and communication professionals. We are the architects of change, helping the organizations we work for listen to and respond to the world around us as it evolves and shifts. And we must be advocates of understanding, interpreting our organizations to stakeholders with diverse and disparate concerns and needs. As the world changes, our profession changes along with it. We demonstrate the ultimate value of our profession to a world that needs our insights, our expertise and our commitment as never before.

The largest PRSA International Conference ever: More than 150 professional development opportunities, conducted by agency, corporate and government public relations leaders, grouped in three new tracks: Issues Facing the Profession Managing & Measuring Strategies, Tactics, Specialties Plus Case Studies, Pre-Conference Seminars, PRSA at Work Sessions New for the first time, Master Classes – in-depth interchanges conducted leading authorities With a Special Sunday Night Opening Gala at Lincoln Center Four Valuable General Sessions: SUNDAY OPENING Donald Trump Star of NBC’s hit series, “The Apprentice” Master businessman and author MONDAY Through the Looking Glass: When Policies and Politics Collide with the Global Marketplace Speaker to be announced TUESDAY When News Becomes More Business than Journalism: Who Wins;Who Loses? Ken Auletta Media columnist for The New Yorker and author of “Backstory: Inside the Business of News” Look Who’s Talking: It’s Larry King,Live! CNN’s Larry King Plus: MONDAY LEGENDS LUNCHEON Special Master of Ceremonies Al Roker Emmy Award-winning co-host of NBC’s “Today”show and best-selling author