The Public Relations Society of America (PRSA) International Conference is widely considered to be the world’s foremost event for public relations professionals. The Conference offers professional development sessions led by more than 200 experts in a variety of public relations disciplines. This year’s Conference theme, “Delivering Value,” focuses attention on the importance of public relations at a time when many organizations are cutting back on their marketing expenditures. The International Conference will present four distinct study “tracks” organized around innovative strategies; effective tactics and techniques; specialization and practice areas; and public relations’ roles, outcomes and value to individuals, corporations, governments, nonprofits and other organizations. The curriculum also will include in-depth training on emerging trends and technologies. PRSA expects the 2009 International Conference to be attractive to in-house marketing and communications professionals along with executives from PR agencies and other communications fields. In today’s ever-changing media landscape, it’s even more important for PR professionals to garner the latest education, expertise and insight. In fact, in April 2009, The Economist noted that, “For business, public relations is an increasingly vital marketing tool — especially as traditional forms of advertising struggle to catch consumers’ attention.”