In the midst of these challenging economic times, and in the years that follow, it is more important than ever for marketers to embrace the opportunity, and the need, to focus on shaping policy, building capacity, improving outreach and promotion, generating new and different approaches to creating revenue, and developing partnerships for organizational success. That takes planning. And planning in the digital age is very different than it was just a few years ago. The increasing momentum and interest among entrepreneurs and innovators has disrupted the established models and methods of operating. It has created new industries, platforms, and mechanisms for operating.

This session will help organizations to understand and take advantage of rapidly changing technologies and the new communication ecosystem that exists in our connected society. More importantly, this session will help organizations to understand and gain valuable tips on how to plan for successful communications, engagement, education, mobilization, and organizational efforts in the future.  That includes staffing -- roles and responsibilities and how they change, infrastructure and budget -- where to invest dollars and attention, and measurement -- what to understand about your audience and how to determine if your actions are successful.

Brian Reich is the managing director of little m media and a consultant to SobelMedia. He provides strategic guidance and other support to organizations around the use of the internet and technology for communications, engagement, education, and mobilization. Brian is also the author of Media Rules!: Mastering Today's Technology to Connect With and Keep Your Audience (Wiley 2007).

Brian is a regular writer and speaker on the issues involving the impact of the internet and technology on politics, society, and the media. He is the editor of Thinking About Media and contributes as a Fast Company expert.

Brian was previously a Principal at Echo Ditto,one of the most successful online communications agencies in the nation; Director of New Media for Cone Inc., a brand strategy and communications agency in Boston; and was a Senior Strategic Consultant and Director of Boston Operations for Mindshare Interactive Campaigns, an interactive public affairs agency.

From 2000 - 2004, Brian ran his own consulting business - Mouse Communications. Brian launched Mouse Communications after serving two years as Vice President Gore's Briefing Director in the White House, handling both official activities and activities during his 2000 presidential campaign. Brian has spent much of his life working in and around politics, including helping to direct dozens of campaigns across the country.

Brian attended the University of Michigan and is a graduate of Columbia University.