Meeting/Event Information

PRSA Dallas 2017 Pro-Am Day

April 21, 2017
11:30 AM - 1:00 PM

Brinker International
6727 Hillcrest Plaza Dr.
Dallas, TX 75230

The Social Media “Edge”: How AT&T is Leveraging Cultural Diversity to Get Ahead

Learn how a tech disruption nearly a decade ago turned social media into culture soup. You will take a walk down tech memory lane that will lead you directly onto the path that AT&T is forging as it is leverages culture to reach the hearts and minds of an increasingly more diverse population. Learn how the Fortune 10 is pioneering unique digital-and-social-first conversations that are keeping key segments and the masses engaged.

L. Michelle Smith, AT&T

L. Michelle Smith is a consumer insights expert who is helping one of the world's most respected companies prepare for our nation's new reality – an unwired, digitally-driven, multicultural and global society. Michelle leads Citizenship & Sustainability efforts for the AT&T Global Marketing Organization and owns the voice of diversity for the company. Her insights-driven campaigns take on heavy issues and light-hearted topics that endear consumers to the AT&T brand. With campaigns like Inspired Mobility, Live Proud and It Can Wait, her teams have taken segment programs total market and general market programs to the segments.

Pro-Am Day
April 21 serves as PRSA Dallas’ annual Pro-Am Day. Students and professionals will be matched for a morning of shadowing and mentoring across the metroplex. All attendees will come together for the keynote luncheon. If you cannot participate in the shadowing opportunity, you can still register and attend the luncheon!

If your company would like to host a student, please email Emily Walsh by Friday, April 14: If you are a student and would like to attend, please email Meaghan Klitch by Friday, April 7: Additionally, please indicate your match preference: agency, corporation or non-profit. Professionals and students must email to participate and register for the luncheon online.

Friday, April 21, 2017
11:30 a.m. to 1 p.m.

Brinker International
6727 Hillcrest Plaza Dr., Building C
Dallas, TX 75230

$38 Early Bird PRSA member price prepaid online
$53 Early Bird non-member price prepaid online
$25 Student fee prepaid online

Deadline to register:  Monday, April 17, 2017. Space is limited so registration will close when venue is at capacity.

Note:  Cancellations are due by 5 p.m. on Monday, April 17, 2017.  If you need to cancel, contact Liz Kennedy at  No refunds will be made after this date.  No shows will be billed.

Substitutions must be made in writing to Liz Kennedy at by noon on Tuesday, April 18, 2017.

Thanks to our sponsor, AT&T!




$38.00 PRSA Dallas Member Price
$48.00 after 05:00 pm April 17

$53.00 Non-member Price
$63.00 after 05:00 pm April 17

$25.00 Student Price