I am a frequent speaker on the topics of public relations, social media and brand journalism/content marketing. Due to my experience and subject-matter expertise, I have also spoken on innovation, health information technology, obesity prevention and leadership. Presentations, workshops and trainings are custom designed with your audience in mind. Interested in learning more? Email htpotter (at) me.com.
Recent Speaking Engagements
June 9, 2016: Leadership Palo Alto, Palo Alto CA
Leaders and their impact on brand
Opportunity to welcome 2016 Leadership Palo Alto participants. Overview of what is a brand and how leaders contribute to (and detract from) brand reputation.
July 9, 2014: Levi-Strauss, San Francisco CA
The Intersection of Earned Media and Content Marketing
Invited to a lunchtime briefing for the corporate communications team at Levi Strauss about how brand journalism and content marketing can support earned media strategies.
June 9, 2014: Golden Gate University, San Francisco CA
Brand Journalism, Content Marketing and Social Media
Spoke with students in the graduate-level introduction to PR class about the intersections of paid, earned and owned media. Outlined how social media, brand journalism and content marketing can drive engagement.
June 9, 2014: Leadership America, Oakland CA
Influencing Social Norms via Media Partnerships
Shared how Kaiser Permanente used broad-scale public education efforts to raise awareness and influence health behaviors.
June 3, 2014: The Conference Board Council on Corporate Communications Strategy, Oakland CA
Our Media Dashboard — The Latest and Greatest?
Joined Jason Willet to share best practices for traditional, digital and social media measurement and evaluation.
March 6, 2013: PreCommerce Summit, Austin TX
Building Brand Journalism Capabilities
Spoke about the development of share.kp.org and strategies for developing brand ambassadors, which requires understanding the interests and needs of each audience with whom you are trying to connect, and offering content for each.
December 9-11, 2013: SocialMedia.org Brands Only Summit, Orlando FL
Case Study: Brand Journalism and Content Marketing
Spoke about the launch, development, and operation of their new online platform, share.kp.org. Presentation explains how brand journalism and content marketing to increase brand awareness among consumers and thought leaders.
November 7, 2013: Chief Marketing Officer Leadership Forum, San Francisco
Driving Business Value through the Brand Experience (panel discussion)
Joined a panel to discuss the importance of the brand experience in meeting customer expectations.
October 11, 2013: University of California, Berkeley
Health Care Communications: Engaging Audiences in a Rapidly Changing World
Invited by Scott Young, MD (@scottyoungmd) to speak to students in the Cal School of Information about brand management in a digital environment.
August 15-16, 2013: Digital PR Best Practices Conference
Digital PR Measurement Tips: Best Practices from the Trenches (panel discussion)
Joined Mark Ragan (@MarkRaganCEO), Maria Poveromo (@mariapoveromo), and Sam Hosenkamp (@SamHosenkamp) to discuss and present proven solutions for providing metrics, ROI and KPIs for your social media to persuade the social media skeptics in the C-suite.
July 29, 2013: Golden Gate University
Public Relations class
Spoke with students in the graduate-level introduction to PR class about social media at Kaiser Permanente and how it is integrated into the public relations strategy.
July 24, 2013: PRSA, Los Angeles
Healthcare Reform’s Impact on Healthcare PR: Opportunities, Challenges and Best Practices
Joined a panel of experts to discuss the Affordable Care Act and the required shift to consumer-focused public relations.
February 25, 2013:
Institute of Medicine – Partnering with Patients to Drive Shared Decisions, Better Value and Care Improvement
Joined an interactive panel on knowledge generation and care improvement. My remarks focused on communicating the advantages of health research to patients and the general public.
January 2013: PR Summit Webinar
Elevating the Voice of Patients and Physicians
Shared best practices for consumer engagement in health care. Focused on strategies for cultivating physicians and patients as trusted messengers for the brand.
October 11-12, 2012: Europäischer Gesundheitskongress, Munich, Germany
Trendsetter Amerika: Die neuesten Anwendungsmöglichkeiten von Social Media für Krankenhaus und Versicherung
Trendsetter America: The latest applications of social media for Hospital and Insurance
Spoke to the European Healthcare Congress about strategies for using social media to engage health care consumers.
<pre> October 2-4, 2012:
National Hispanic Corporate Council Member Meeting and CEO Forum, Oakland CA
Joined Catherine Hernandez (@cbhernandez) to discuss how Kaiser Permanente uses social media and interactive communications strategies to engage employees, members and other stakeholders.
June 27, 2012: PR News Webinar
Prove PR’s Value with Metrics that Matter to Your Senior Leaders
Joined a panel to show you how to set appropriate key performance indicators for your particular organization; determine which metrics to measure (and how often); integrate traditional and social media metrics; and more.
February 20-24, 2012: HIMSS 2012, Las Vegas, NV
Giving Innovation a Home
Provided a peek into the design of the Kaiser Permanente Center for Total Health. As a place to talk about health, the new center became a place to convene industry experts to talk about the future.
December 1, 2011:
Ragan Communications: Best Practices in Public Relations, Washington, DC
How to use Facebook to score coverage, motivate your fans and engage the media
How to use Facebook to score coverage, motivate your fans and engage the media. A panel discussion on the best practices for using Facebook as a brand.
September 16, 2011:
Center for Total Health Blogger Roundtable
Introduced the Kaiser Permanente Center for Total Health blog http://centerfortotalhealth.org/blog/ through an in-person and online discussion with health bloggers and online advocates.
August 9, 2011: PR News Facebook Conference San Francisco, CA
How to Turn “Likes” into an Engaged Community
A panel discussion on the best practices for using Facebook as a brand.
May 18, 2011: SV Forum Healthcare IT Symposium, Palo Alto, CA
Keynote Address
http://vimeo.com/24338411 (video)
Delivered opening keynote highlighting Kaiser Permanente’s journey to use health IT to improve quality and patient-centered care.
December 2, 2010:Bulldog Reporter PR University
Protect Your Company from Social Media Disaster:
How to Create Bulletproof Corporate Social Media Policies (Co-Presenters: Tom Hoehn, Kodak; Adam Christensen, IBM; Christopher Boudreaux, Converseon)
Kaiser Permanente Social Media Policy
Joined Tom Hoehn (@tomhoehn), Adam Christensen (@adamclyde), and Chris Boudreaux (@cboudreaux) to discuss the importance of social media policies.
More Speaking Engagements
November 10, 2010: PRSA San Francisco, Nonprofit Communicators
New and Traditional Media
Led a table-top workshop for nonprofit communicators on the intersection of traditional and digital media.
October 6, 2010: PR News Digital PR Next Practices Summit, New York, NY
Creating the Digital PR Dream Team
After winning “Digital PR Team of the Year,” discussed how we built the team at Kaiser Permanente. Specifically discussed the traits and characteristics for succeeding on the team.
September 28, 2010: Arthur W. Page Society
Leveraging Social Media to Build an Engaged Enterprise
Participated in a panel discussion moderated by Bob Feldman (@bobfeldman). Panel discussed the risks and benefits of engaging in social media as a “big brand.”
August 18, 2010: Bulldog Reporter’s PR University
Seven Steps for Creating and Integrating Breakout Social Media PR Strategies: Success Lessons from the Front-Lines
(co-presenter: Jennifer Cisney, Eastman Kodak Company)
Joined Jennifer Cisney (@ljc), Eastman Kodak Company to discuss best practices for integrating social media into your PR strategy.
July 27-28, 2010: Strategic Social Media in Health Care, New York, NY
Kaiser Permanente’s Social Media Journey: Lessons Learned From A Health Care Leader
Co-presenter: Vince Golla
Joined Vince Golla (@vincegolla) to discuss the Kaiser Permanente journey to use social media to promote and protect the brand.
June 8-9, 2010: Kaiser Permanente and Ragan Communications – Health Care Communicators’ Summit, San Leandro, CA
The Fight Against Childhood Obesity: Engaging the community, employees, media and thought leaders
Co-presenter: Christina VanDunk
Joined Christina VanDunk (@cmcvd) to share how Kaiser Permanente uses community engagement, partnerships, health IT, and public relations to address childhood obesity.
May 20-21, 2010: Conference Board – Corporate Communication and Web 2.0 Conference, New York, NY
Reputation Management in a Social Media World
Co-presenter: Nancy Cartwright
Working in a highly regulated field, reputation management in social media can be challenging. I joined Nancy Cartwright (@nbcartwright) to discuss how Kaiser Permanente used social media internally and externally to promote and protect the brand.
March 1-4, 2010: Health Information Management Systems Society – HIMSS10, Atlanta, GA
View from the Top: Driving Total Health with Health IT and Health 2.0 at Kaiser Permanente
Co-presenter: Ted Eytan, MD, MPH, MS
Joined my physician partner, Ted Eytan (@tedeytan) to discuss how our work in health IT informed our social media engagement strategy.
February 6, 2010: Haas School of Business – Business of Health Care Conference, Berkeley, CA
Medicine 2.0 Panel
Participated on a panel comprised of technologists and advocates to discuss digital health solutions. Focused on consumer expectations and the challenges of adoption among clinicians.
November 18-19, 2009: America’s Health Insurance Plans – Communications Conference 2009, Chicago, IL
New Media Case Studies
Joined a panel of communicators from the insurance industry to discuss best practices in social media engagement.
November 8-10, 2009: The 5th Annual World Health Care Innovation and Technology Conference, Alexandria, VA
Beyond the PHR: Promoting Participation at All Levels: Internal and External; Patient, Family, Community
Joined Ted Eytan, MD, MPH, MS (@tedeytan), Dave DeBronkart (@epatientdave) and Regina Holiday (@reginaholiday) to discuss the challenges and benefits of engaging patients through digital and social media.
October 21, 2009: National Hispanic Corporate Council Think Tank, San Francisco, CA
Social Media, the Ultimate Word of Mouth Marketing Vehicle
Spoke on a panel of corporate social media leaders moderated by Giovanni Rodriguez (@giorodriguez). Discussion focused on the risks and benefits of social media at the enterprise level.
October 4-6, 2009: Ragan Communications & Mayo Clinic – Healthcare Public Relations, Marketing and Internal Communications: Social Media Summit, Scottsdale, AZ
Telling Our Story: Using Web 2.0 Tools to Maximize Health
co-presenter: Ted Eytan, MD, MPH, MS
Delivered the closing keynote of the conference with my physician partner, Ted Eytan, MD, MPH, MS. We spoke about our partnership and our journey to engage the enterprise in social media efforts.
Holly Potter 