Programme
Monday 23 June
8am - Registration
9am - Plenary Session 1 - Chair: Elisabeth Lewis-Jones FCIPR, CIPR President
Presentation and opening address: Digby, Lord Jones of Birmingham, Minister for Trade & Investment of the United Kingdom Government
Plenary Session 2 - – Chair: Elisabeth Lewis-Jones FCIPR, CIPR President
Public relations as a driver of economic
growth and regeneration
Positioning winning city destinations – Michael Hayman FCIPR, Chief Executive, The Communication Group UK
- Why cities are emerging as the new leaders in the destination market
- Drawing on global expertise - a unique snapshot into the world of cities
- Attributes of a winning city; from effective public/private collaboration to charismatic city mayors and dedicated promotion bodies
- How cities can achieve standout in an increasingly competitive market and use stories as en effective means of capturing attention
How Turin won and has benefited from the 2006 Winter Olympics - Anna Martina, Communications Director, City of Turin
- Listening to, informing and involving citizens in the approach to Torino 2006
- Participation and involvement of citizens during the games: the medals plaza
- The PR programme aimed at the influential publics
How public relations has worked for Liverpool – Paul Newman, Communications Director, Liverpool European Capital of Culture
- The story so far …
- Exposure and visitor numbers
- What the papers say
- Cultural dividend
- And still to come…
Break
Workshop A: Chair – William Murray, Global Alliance Board
From clean, green to business machine - How the ‘New’ was put back into New Zealand - Fiona Acheson, Communications Director Wellington, & Ziena Jalil, Marketing & Communications Manager – North Asia, Hong Kong, New Zealand Trade & Enterprise
- The role of PR as a catalyst for New Zealand’s economic growth
- The importance of PR strategy, international branding, and corporate, internal and marketing communications
- Work being undertaken in New Zealand to create a culture of aspiration and enterprise in a land far from its export markets and dominated by a large group of very small exporters
- Campaign undertaken in North Asia aiming to widen current perceptions of New Zealand offshore, centring largely on the tourism image, to a broader story covering the country’s trade and investment potential as well
Workshop B: – Chair - Kevin Taylor FCIPR, President-Elect, CIPR
Influencing attitudes to disability: Using PR to promote equality and social inclusion - Agnes
Fletcher MCIPR, Specialist in Disability Communications
- How discrimination and disadvantage damage the lives of individuals, their families, the economy and society
- The legal, business and ethical case for challenging low expectations
- A campaign by the Disability Rights Commission to influence public attitudes and government policy on disability
- The benefits to the PR profession of engaging in socially progressive practice
Workshop C: Chair – Gigi de Mier, Global Alliance Board
Progress through PR:The influence of PR on economic and social development in African nations– Tom
Wells MCIPR, Managing Director, Gyroscope
- In developing nations, which of these statements is true: ‘a well-developed economy and society are necessary for the health of the PR industry’ or ‘a well-developed PR industry is necessary for the health of the economy and society’?
- This workshop will consider whether either or both of these is true, and examine the relationship between the PR industry and social and economic development in a group of ten African countries
- It will draw on research among ordinary consumers and business people into their attitudes to these countries as tourism and investment destinations, comparing this with the development and professionalism of each country’s PR industry and infrastructure
Plenary Session 3: Chair: Paul Mylrea MCIPR, Global Alliance Board
Country reputation
The World Bank programme - Paul Mitchell, Manager, World Bank Development Communication Division
Lunch
Plenary Session 4 Chair -Jean Valin, Global Alliance Board
Appealing to different audiences and cultures: Lessons from the front-line
PR in corporate communications – Chris Dobson, Chief Operating Officer, Mmd Group, Hungary
- Foreign Direct Investment / Mergers & Acquisitions
- Corporate reputation management
- Cross border campaigns
- Case study (Russia): Texas Pacific Group - SIA acquisition
- Case study (Turkey): Google
Workshops
Workshop D: Chair - Toni Muzi Falconi, Global Alliance Board
An analysis of communication strategies and activities in a Roma neighbourhood in Turkey - Dr Serra Gőrpe, Istanbul University Communication School, Turkey
- Introduction to Roma Neighbourhood Sulukule in Istanbul
- The Urban Transformation Project, Sulukule
- Crisis Management (Crisis in the Media)
- Community Relations
- Activism
- Issues Management
- Methodology
- Two Sides of the Same Story? Or Four Sides?
- Findings and Discussion
Workshop E: Chair – Professor Anne Gregory FCIPR, Leeds Metropolitan University
Using new media and other techniques to tackle physical and mental health issues in Black and Minority Ethnic (BME) communities –
Arvind Salwan MCIPR, New Media Corp
- The campaign message
- Defining the BME audience
- Stakeholder engagement strategy
- Barriers to entry
- Campaign outcomes & lessons learned
Workshop F: Chair – Furio Garbagnati, Global Alliance Board
The importance of communications in leveraging the benefits of hosting major sporting events - Mike Lee OBE MCIPR, Chief Executive Officer, Vero Communications
- The impact of hosting major sports events.
- The importance of the communications role in ensuring legacy and social benefits
- Ensuring leverage from major events and the communications role in this
- The football World Cup in South Africa 2010, Beijing 2008, London 2012 and other sport-business events
Break
Plenary Session 5: Chair - Jeff Julin, Global Alliance Board
Public relations that challenges commercial
stereotypes in an environmentally conscious world
How Gazprom is meeting the challenge of the West – Philip Dewhurst FCIPR,
Head of Public Relations, Gazprom
- Building a global brand through PR
- Diversifying into a global energy company
- Supporting a worldwide consortium of in-house and consultancy PR/PA specialists
- Positive results to date from a predominantly PR-led campaign
Making environmental stewardship real - Rose Bentley MCIPR, Director, Kinross & Render PR
- Why companies and businesses must have, and communicate, environmental policies and practices
- Why strategies have to be global
- The importance of not over-claiming
- How to benchmark your organisation against best practice
- Case Study - InterfaceFLOR Mission Zero
Close 6pm
Reception
(sponsored by ECCO International PR / Kinross + Render)
Tuesday 24 June
8am Registration
8:30am Workshops
Workshop G: Chair – John Paluszek, Global Alliance Board
Is digital technology the future for PR?: A case study from Tanzania in Africa – Gerhard Butschi,
Managing Director, & Mindi Kasiga, Digital Management AG, Switzerland
- How the Tanzanian Government improved its communication
- How digital technology helped create, coordinate and evaluate the government's communication strategies and related communication plans
- How digital technology will support communication strategy development in 2008/2009
- How communication campaigns and programmes will be implemented
Workshop H: Chair – John Brown FCIPR, CIPR Board
Changing public perceptions through PR: Pandas to climate change - Sandra Macleod FCIPR, Chief Executive, Echo Research & Katie Randerson MCIPR, Head of Brand Communications, World Wildlife Fund UK
- WWF-UK is the world's largest and most experienced independent
conservation organisation, part of the WWF global network operating in
90 countries - Echo Global Research has worked closely with WWF in establishing a
formalised research, performance and stakeholder framework and in
on-going evaluation - We review how research can support senior management and stakeholder
teams in their decision making to ensure focussed, effective PR
strategies and activities - Case studies examine the success of WWF's high-profile communications
programmes in the UK and global arena to drive important changes in
stakeholder perception and behaviour.
Workshop I: Chair – Ann Mealor FCIPR, Deputy Director General CIPR
Digital marketing and online video: Its impact on public relations - Shoba Purushothaman, Chief Executive Officer, The NewsMarket
- How to incorporate digital marketing and online video into your public relations initiatives
- How to utilize digital marketing and online video as part of an overall strategy
- Digital marketing and online video - a necessity
Plenary Session 6: Chair - The Rt Hon the Lord Heseltine CH, Chairman, Haymarket Media Group
Environmental sustainability
Environmental Sustainability: How it can be influenced by PR - James Wright MCIPR, Director of CSR, Trimedia UK
- The current media climate for green communications.
- The development of the CIPR Environmental Sustainability Guidelines.
- Understanding what constitutes ‘greenwash’.
- Tips to avoid ‘greenwash’ and ensure your green communication is responsible.
How Land Rover is meeting the challenge of climate change – Simon Warr, Director of Communications & Public
Affairs, Land Rover
- Challenging commercial stereotypes
- Delivering positive messages in the context of long product cycle plans
- Negotiating a considered route through a potentially hostile media environment
- Holding up a mirror to the business to push forward environmental improvements internally
Break
Plenary Session 7 - Chair: The Lord Chadlington, Group Chief Executive, Hunstworth plc
Histories of public relations:
Influences from the past, lessons for the future - Dr Jacquie L'Etang FCIPR,
Department of Film & Media Studies, University of Stirling
- How PR activities are intrinsic to complex human societies and were present in classical Ancient Greece
- Important British PR practitioners of the early 20th century who wrote the first codes of ethics, developed financial public relations and initiated strategic concepts of PR
- The connections between PR, structure and culture as evidenced through major transformations of war, colonialism, de-colonisation, privatisation, nationalisation, globalisation
- Universal problems of public relations: evaluation, ethics, CSR, propaganda, relations with the media and devastating critiques of PR
Comments -
- Thorsten Luetzler, Chair, International Committee DPRG
- Margarethe Sjoberg, Managing Director Swedish Communications Association
Lunch
Plenary Session 8 - Chair: The Rt Hon Lord McNally FCIPR, Leader of the Liberal Democrats in the House of Lords
Public relations role in celebrating
diversity
Communicating in London: The world's most diverse city – Luke Blair MCIPR, Director,
London Communications Agency
- London has just seen its third Mayoral and London Assembly elections - what do the results mean?
- How does this reflect the diversity of London in terms of its politics, people and economy?
- What challenges do these pose for communications professionals working in London?
Issues in communicating to Muslim women in Pakistan – Omer Aftab,
Regional Representative, Pielle, Pakistan
- How PR has improved communication with women in Pakistan
- How PR has empowered businesswomen
- Case Study - Talking about breast cancer in Pakistan: the communication challenge
- Case Study - Making men talk about violence against women: what worked and what did not
- Lessons learnt and way forward
A holistic model of public relations: A New Zealand (Maori) model of PR - Graeme Sterne, Manukau Institute of Technology, New Zealand
- The purpose and raison d’être from knowing our identity as practitioners
- PR - about relating to people
- Skilled practitioners with heart
- Respect and accountability
Plenary Session 9: Chair: Peter Walker FCIPR, Executive Chairman, Pielle Consulting Group
Repairing damage - the role of PR in public diplomacy
Image protection and reputation management – Prof Nabil Ayad, Director, The
Diplomatic Academy of London, University of Westminster
- Public Diplomacy in the current international environment
- The long war in the age of Geo-fear
- Culture and apparent clash of civilisation
- Image deficits
- The Media and real time coverage
- Optical Illusions: Perception is Reality
- Universal Values versus National Interests
- Putting across a positive image
- Case Studies, Iraq and Afghanistan
Restoring America's reputation overseas – Lou Capozzi, Chairman Emeritus Publicis PR & Corporate
Communications Group; Chairman ICCO
- The status of America’s reputation in the world today
- America’s reputation problem - the implications for businesses in the US and around the world.
- Addressing the crisis
- Making public diplomacy programmes more effective around the world
- Implications for communications professionals and how they can help
Concluding Session – Chair: Colin Farrington, Chairman of Global Alliance
Report on ‘The London Manifesto’; on the wider work of the GA following its weekend meetings; and analysis of the tasks facing the profession as we follow up the conference5pm – Formal Closure - President of CIPR: Elisabeth Lewis-Jones FCIPR
Conference Themes
The programme themes are directly related to the high level skills and expertise of today's public relations practitioner and the issues they tackle.
A: Public relations as a driver of economic growth and regeneration - looking at international experience of the 'soft' reputation issues that increasingly drive investment; and how countries and cities compete on reputation.B: Public relations' role in celebrating diversity and achieving social inclusion -
C: Public relations that challenges commercial stereotypes - in the face of new markets and consumers concerned by climate change and other 'green' issues
The focus of these sessions will be on learning the hard-edged and practical lessons for public relations practice and techniques, not the debating of headline political issues.
All sessions will be chaired by distinguished public relations practitioners from around the world assembled for the annual meeting of the Global Alliance; by CIPR officers; and by leading public figures from the United Kingdom including Chairman of Haymarket Publishing and former Deputy Prime Minister Lord Heseltine; former vice chair of Weber Shandwick and Leader of the Liberal Democrats in the House of Lords Lord McNally; and Lord Chadlington, Group Chief Executive of Huntsworth.
PLEASE NOTE:
To minimise paper, speaker documents will not be available at the Conference, but may be downloaded from the website post-conference. Delegates will be emailed further information
Programme Working group
The content of this programme is the result of consultation with experienced public relations professionals on the Working Group -
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Jon Aarons FCIPR Tony Bradley FCIPR Philip Dewhurst FCIPR Steve Falla MCIPR Fabrizio Falzarano Anne Gregory FCIPR Richard Houghton MCIPR Simon Lewis FCIPR Elisabeth Lewis-Jones FCIPR Thorsten Luetzler Pamela Mounter FCIPR |
Michael Murphy FCIPR Kevin Murray FCIPR Tony Muzi Falconi HFCIPR Paul Mylrea MCIPR Lisa Shaddick MCIPR Margaretha Sjoberg Kevin Taylor FCIPR Peter Walker FCIPR Adrian Wheeler FCIPR Jon White FCIPR Sue Wolstenholme FCIPR |
Post conference book & case studies
Dr Judy VanSlyke Turk and Linda Scanlan will review case studies from new democracies for potential inclusion in the 3rd edition of their book, "The Evolution of Public Relations: Case Studies from Countries in Transition".
http://www.instituteforpr.org/awards/international_case_studies/