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PR Global: International Reputation Management Summit

29 September 2008 | Hilton London Paddington | London

08.30 Registration And Morning Refreshments

09.15 Chair’s Opening Remarks

Alex Kalombaris, Global Head of R&D Communications, AstraZeneca

09.20 Opening Delegate Discussion

 

Set the scene for the day with roundtable discussions: What are the key challenges your peers are facing in international PR? What are the solutions? Take time to formulate key questions and draw out learning points to tailor your conference experience

 

Balancing Your Local And Global Voices: Structuring Efficient International Communications Teams And Crafting Culturally Sensitive Messages To Engage Global Stakeholders

 

09.40 Striking A Balance Between Consistent Global Messages And Engaging Local  Communications

• Consider how to shape your global communications in a way that engages local markets without altering the essence of your message, to ensure your international voice is engaging and relevant 
• Keep your board and investors bought-in by maintaining a constant strategic voice whilst engaging local markets with relevant messages at the same time

Dr Herbert Heitman, President
EACD

10.15 Global Voice, Local Accents: Delivering Messages That Are Flexible Enough To  Be Both Culturally Sensitive And Internationally Applicable

• Employ local market knowledge to ensure you are capitalising on the affinities between cultures to identify messages that can cross borders and balance centrally controlled PR activity with local market initiatives
• Explore how to avoid empty ‘one-size-fits-all’ communications by ensuring local relevance informs your international PR
• Discuss how to ensure local knowledge and cultural awareness informs your international PR activity to avoid alienating local markets
• Ensure a clear strategic purpose informs your global communications yet simultaneously empower local offices to tailor messages to local audiences

Premal Patel, Senior Director - Marketing
American Express (Middle East)

 

10.50 Break For Refreshments And Informal Networking

 

11.20 Handling Global PR, Locally: Coordinating Relationships Between  Headquarters And Local Offices To Ensure International Messages Are  Delivered In A Way That Is Locally Relevant

• Structuring global teams: debate the pros and cons of a federal top-down approach to global PR versus a decentralised structure, to build a successful ‘virtual’ PR department
• Discuss how to manage information flow and bring together the myriad of corporate cultures within a global team across time zones and through language barriers, to successfully deliver consistent corporate messages
• Consider how to ensure the purpose and values of your organisation are maintained whilst enabling experienced, regionally based PROs to capitalise on their market knowledge and retain their creativity 

 

Ulrich Gartner, Vice President Communications Europe
AB Electrolux
Anne Groves, Global Head of Public Relations
Clifford Chance

 

Managing Media Messages And Working With Agencies In A Changed Media Landscape To Diffuse Crisis And Protect Your International Reputation

 

12.00 Gauge The Value Of New Media Channels And Consider How To Combine  Them With Traditional Channels To Best Manage Your Reputation In A Digitally  Interconnected World

• Examine how rapid globalisation of traditional media has changed the international PR landscape and consider how you can control your messages in a world where they are not just in the hands of the journalist
• Explore how to target new and emerging channels in practice, to ensure you are capitalising on changing global media consumption trends and protecting your reputation from all sides
• Mitigate risk, exploit new opportunities: investigate how to successfully integrate social media and user-generated content into holistic communications campaigns

Paul Miller, Senior Consultant
Cision

 

12.30 Working With PR Agencies: Picking The Right Partners To Ensure  Consistency Of Message And Maximum Global Coverage

• Is employing a global agency with local offices the most effective way of managing your international PR? Can they guarantee consistency?
• Explore the pros and cons of employing international agencies that offer global reach versus the specialised knowledge offered by locally based agencies, to ensure you are employing the right people to build and maintain your international reputation
• Ensure your chosen affiliates understand your global corporate culture whilst being sufficiently embedded locally to manage your message in a culturally sensitive way

Elena Fadeeva, Chairman
AKOS/ICCO Russia

 

13.05 Lunch And Informal Networking

14.20 Afternoon Chair's Opening Remarks

Terence Lyons, International Vice President
Augure

 

14.30 International Media Relations: Understanding How Journalists Work Differently  Across International Borders To Build Productive Relationships That Enforce A  Positive International Image

• Consider the processes that need to be in place to manage global press relations and discuss how to work with journalists in an international context
• Explore how media works on a global scale: consider how stories travel across and in between global news desks to establish how you can manage your message in an interconnected, instantaneous media climate
• How do you ensure your approach to media in new markets is culturally specific? Ensure you are engaging, not alienating, regional press

Andrew Gowers, Head of Corporate Communications and Marketing Europe & Asia
Lehman Brothers
Trevor Gorin, Global Media Relations Director
Unilever

Successfully Communicating Global Messages In New Markets To Defuse Crisis, Operate In New Markets And Prove PR Pays In A Shifting International Economic Climate

15.10 Media Measurement On A Global Scale: Proving the Value Of Investing In  International Reputation Management In Fluctuating Market Conditions

• Discuss media measurement on an international scale: how do you identify value in a plethora of global coverage?
• Consider how to measure the success of international campaigns across borders to ensure you can demonstrate that your communications are targeted and effective
• Explore how you can demonstrate the contribution reputation management makes to your bottom line, particularly during periods of economic uncertainty

Glenn Fannick, Product Development Manager
Dow Jones

15.30 Break For Refreshments And Informal Networking

15.50 International Crisis Management: Mitigating Risk To Your Reputation In A World Where News Is Instant And Spreads In Seconds

• Put together a global crisis team that has clear routes of response and defined lines of command to ensure plans kick-in wherever and whenever a crisis happens
• Explore how to implement robust crisis communications plans that are regionally specific so you are able to diffuse crisis situations even if you don’t speak the language
• Consider how to cope with the uncontrollable nature of global media channels in a global crisis
• Reputation radar: determine how you can identify potential risks to your reputation and explore how to mitigate them before they happen

Richard Hedges, Director of Corporate Communications Eurpe & Pacific
American Airlines

 

16.25 Entering Emerging Markets With A Strong Yet Culturally-Flexible International  Brand To Establish A Positive Corporate Reputation

• Ensure a clear sense of purpose underpins your communications when expanding into new markets to mitigate risk from local market and political fluctuations
• Consider how to build and structure a communications team that is informed by a robust local knowledge to ensure your messages are both relevant and consistent for new markets

Jonathan Woodier, Director Country Corporate Affairs EMEA
Citigroup
Christopher Burghardt, Vice President Corporate Affairs
InBev
Premal Patel, Senior Director - Marketing
American Express (Middle East)
Andrew Vickerman, Global Head of Communications and External Relations
Rio Tinto PLC

17.00 Chair’s Closing Remarks And Close Of Conference

 

Speakers