Introduction to broadcast, from the wireless to World Wide Web.

Celebrating 15 years at the forefront of broadcast PR, markettiers4dc Chairman, Howard Kosky outlines the evolution of the broadcast media and the current environment for PR professionals. Is your strategy maximising media convergence? Do you understand radio hubbing and the opportunities it presents? We kick off the conference with an express trip around the broadcast landscape.

Every PR likes big name national media coverage. But if that's all you want, then you're missing out on a route to not only reaching an even greater audience, but really engaging with them. Regional broadcast media has changed dramatically in recent years. We look at what those changes mean, what we can expect from our regional media in the future, and how this impacts on us as communications professionals.

Twitter and Facebook are the latest in digital fashions, but so once was Friends Reunited. While social networking trends are constantly evolving, online news websites in particular are booming with new figures out revealing more users than ever before. But online media is far more than words and photos. This session demystifies social media and explores how including broadcast techniques can help your relationship with online media and meet your communications challenges.

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Using a celebrity to front a campaign has been the tried and tested tactic for grabbing media interest in a PR campaign. But as audiences become more sophisticated, the need for campaigns to deliver information and insight for audiences around a given issue means a qualified but low-profile expert could be a better option than the latest reality TV show contestant.

How do you decide which route to take? Does the power of celebrity still take precedence over genuine expertise in the eyes of the media? We debate the issue.

It's more than just a clever pun. Business news is booming in 2009 thanks to the recession obsession. In the newsrooms, business stories are at the top of the agenda, with journalists under pressure to explain what every macroeconomic move means to the man in the street. Meanwhile, every in-house PR manager, even those who never go near a corporate announcement, need to understand how the softest of PR stories can have an impact on the business bottom line. That's where you come in.

Discuss how broadcast media can stay in tune with brands and their business news.

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Make sense of the future of broadcast media from someone helping shape it. As head of the school of journalism at City University, Professor Monck and his team are moulding the next generation of journalists. These bright 20-somethings can script, shoot and edit video as efficiently as writing an incisive news commentary article, while updating Twitter. This is who you'll be selling in to in the near future. Are you ready?

Simon Bucks of Sky News, the UK's first 24-hour rolling news channel, has seen his own channel evolve into a multiplatform media organisation since the channel launched exactly. What's next for broadcast media, and how can PR professional embrace it?