Speakers
MARY JO JACOBI, Former Executive VP, BP America, Former VP Communications, Lehman Brothers and HSBC And Former Special Advisor to Ronald Reagan and George Bush
PATRICK JEPHSON, Former Private Secretary, Princess Diana And Author, Shadows of a Princess
COLLEEN HARRIS, Former Press Director For HRH Prince Charles and Official Spokesperson for William and Kate’s Royal Wedding
JOHN NEILSON, Director Corporate Communications, BAE Systems
SIETSE BAKKER, Event Supervisor, Eurovision Song Contest And Author, How To Live Wow
JEROEN COENEN, Worldwide Social Media Manager, Digital Strategy Group, Hewlett-Packard
THOMAS GRØNDORF, Global Head of Communications, Maersk Oil
MOHAMED RAHMA, Director Corporate Communication, EGYPTAIR
RICHARD DAVIES, Head of Employee Communications Europe, eBay
PIERS SCHREIBER, VP Corporate Communications, Jumeirah Group In Dubai
THIERRY NICOLET, Senior VP Press Relations, Schneider Electric
ANDREY BADER, Director, Corporate Affairs and Special Projects, Nestle Russia&Eurasia
EVGENIY ZAKABLUKOVSKIY, Head of PR and Regional Authorities, Intel
ELENA SEREGINA, Head of Professional Networks Relations
MTSZHANNA REVNOVA, Head of Corporate Affairs Department,Kyivstar
ANDREY GUBKAVP, Legal and Corporate Affairs CEEAB, Inbev
SVETLANA GORBACHEVA, Head of Marketing and Communications,CAF Russia
ALEXANDER KOSTIKOV, Communication Director, PepsiCo
AIDA DOSSAYEVA, Director of Corporate Communications Department, Kcell
VIKTORIA BAKAYEVA, PR Director, CTC Media
ANTON MISHNOV, Head of Sponsorship Department, Lukoil,CEO Sport Cub “LUKOIL”
Agenda
WEDNESDAY, 25 APRIL 2012
08:30 Morning Coffee and Registration
09:00 Internaional Keynote: MasterclassMastering Reputation Management in Times of EconomicUncertainty
- Using public relations to strengthen your company’s reputation
- Maintaining your reputation in times of crisis
- Personal reputation Vs. Corporate Reputation
MARY JO JACOBI, Former Executive VP, BP America, Former VP Communications, Lehman Brothers and HSBC and Former Special Advisor to Ronald Reagan and George Bush
PATRICK JEPHSON, Former Private Secretary, Princess Diana and Author, Shadows of A Princess
10.20 Case Study: Reputation as your Company’s Strongest Assett:Lessons Learnt from My Work with Prince Charles andPrinces William and Harry
- Strategies used to rebuild Prince Charles’s reputation afterthe death of Princess Diana
- Working with the media to rebuild the importance of the royal brand
- Managing the media at the royal wedding
COLLEEN HARRIS, Former Press Secretary to HRH Prince Charles and Princes William and Harry
11.00 Networking And Refreshment Break
11.30 Reputation Management Session TBC
12.10 Case Study: Crisis Communication During the Crisis in Egypt - Protecting Your Company in Times of Uncertainty
- Developing a top notch crisis communications plan
- Managing the media in times of crisis
- Developing the right messages for the public
MOHAMED RAHMA, Director Corporate Communication, EGYPTAIR
12.50 Luncheon
13.50 Case Study: Building Brand Credibility after Crisis
- Reputation management for a company that is constantlyunder a media attack
- Working closely with the media to make sure the right messagegets through to the public
- Developing a PR plan based on previous crisis
JOHN NEILSON, Director Corporate Communications, BAE Systems
14.30 Familiarising Yourself with the Full Range of Social Media
- Keeping your PR updated with social media options
- Linking your online strategy with your reputation
- Analysing the effect of new media on your media effectiveness
JEROEN COENEN, Worldwide Social Media Manager, Digital Strategy Group, Hewlett-Packard
15.10 Using Social Media to Build a Strong Brand: The Eurovision Song Contest Experience
- Identifying the right social media tool for your brand
- Engaging your audience in a social media world
- How Eurovision used social media to rebuild its brand
SIETSE BAKKER, Event Supervisor, Eurovision Song Contest And Author, How To Live Wow
15.50 Networking And Refreshment Break
16.10 Employee Communication At eBay: Building A Strong Brand From Within
- What is unique about eBay’s employee communication?
- Analyzing methods and tools used by eBay to create 98% employee satisfaction
- Working closely with HR to build strong internal brand
RICHARD DAVIES, Head of Employee Communications Europe, eBay
17:00 Case Study: Creating Ambassadorial Workforce through Effective Internal Communications
- Successfully engaging your employees
- Building strong internal culture
- Aligning your external and internal communications department
THOMAS GRØNDORF, Global Head of Communications, Maersk Oil
17:40 Questions and Answers
18:00 End of Day One
THURSDAY, 26 APRIL 2012
08:30 Morning Coffee and Registration
09:10 Opening Keynote: PR Measurement At Schneider: Best practice in Implementing PR processes and measurement principles
- The importance of using the right PR measurement tools
- Lessons learned from the implementation of the new PR measurement principles at Schneider
- Why is PR measurement becoming more important than ever?
THIERRY NICOLET, Senior Vice President Press Relations, Schneider Electric
09.50 Case Study: Leveraging CSR through Social Media to Reinforce a Super-Luxury Brand
- CSR as a brand building tool
- Delivering the right message in your CSR activities
- Connecting your CSR activities with your brand’s values
PIERS SCHREIBER, VP Corporate Communications, Jumeirah Group In Dubai
10:30 Case Study: Sustainable Business Development: CSR’s Role
- The current status of CSR in Russia and CIS
- Sustainable development strategy: value system management
- Building relations with investors, stakeholders and authorities
SPEAKER TBC
11:10 Networking and Refreshment Break
11:30 Case Study: Developing Social Responsibility Programs and Strategies
- Strategy development: determining priorities
- Project selection criteria
- How to use existing resources effectively
- Business interests vs CSR trends
12:10 Case Study: Global Social Project Realization: PepsiCo Foundation in Russia
- Sustainable development policy
- Strategy “Performance with Purpose” and social activity
- International social project adaptation
ALEXANDER KOSTIKOV, Communication Director, PepsiCo
12:50 Luncheon
13:50 Case Study: Reputation Management via CSR
- Reputation management: the role of social projects
- Loyalty via social projects
- «Limited» business: CSR’s role
ANDREY GUBKAVP, Legal and Corporate Affairs CEE, AB Inbev
14:30 Case Study: Aligning Business Strategy with CSR Principles
- Identifying the key elements in a successful CSR strategy
- CSR in corporate governance system
ANDREY BADER, Director, Corporate Affairs and SpecialProjects, Nestle Russia & Eurasia
15:10 Case Study On Extending Boundaries: CSR Communications in New Media
- Forming the company’s social image online
- Social media: new possibilities for CSR
- CSR project realization in social media
SPEAKER TBC
15:50 Networking and Refreshment Break
16:10 Case Study: New Media as CSR’s Model For Mass Media
- Socially important business initiative promotion via mass media
SVETLANA GORBACHEVA, Head of Marketing and Communications, CAF Russia
VIKTORIA BAKAYEVA, PR Director, CTC Media
16:50 Case Study: CSR reporting and auditing
- Forms of information disclosure
- International reports GRI, AA 1000, SA 8000
- Evaluating CSR strategy value
17:30 Questions and Answers
18:00 End of Day Two
FRIDAY, 27 APRIL 2012
08:30 Morning Coffee and Registration
09:10 Case Study: Sponsorship in a Period of Change
- Keeping abreast» or social projects adaptation to variablesocio-economic environment
- Models and methods of implementing changes in the overall strategy
EVGENIY ZAKABLUKOVSKIY, Head of PR and Regional Authorities, Intel0
9:50 Case Study: From Goodwill to Return on Investment
- Sponsorship as an effective business tool
- Building a sponsorship marketing strategy
- Commercial charity and its role in brand development
10:30 Networking and Refreshment Break
11:00 Panel Discussion: Relations between Sponsors and Sponsored
- Sponsorship agreements: advantages&disadvantages
- Forming a successful dialogue in sponsorship
11:40 Panel Discussion: Sponsor vs Media Interests
- Cooperation with mass media in sponsorship projects: basicmistakes and methods to avoid
- Give the floor to Sponsors: how to avoid frustration inworking with the media
- Give the floor to Media: sponsorship project realisationand promotion - how to find a "middle ground"?
12:20 Luncheon
13:20 Case Study: Detemining Criteria for Project Selection
- Separate the wheat from the chaff» or how to find what yourbusiness needs?
- Aligning sponsorship strategy with overall business strategy
- Do we really need general sponsorship: getting creative in yoursponsorship and charity
14:00 Case Study: The Power of Sponsorhip in Sports
- Business and sport: things in common
- Minimising sports marketing risk
- Generation of winners - nurturing loyal customers
ANTON MISHNOV, Head of Sponsorship Department, Lukoil, CEO Sport Cub “LUKOIL”
14:40 Networking and Refreshment Break
15:10 Case Study: Legal Support of Sponsorship Initiatives
- Common mistakes in sponsorship agreements –what to do and what to avoid
- Tax benefits and consequences of providing compensatorysponsorship
15:50 Case Study: KPI of Sponsorship Projects
- Money to spare needs good care»: return on investment
- Rational and ethical approach to evaluate sponsorship andcharity
16:30 INTERACTIVE WORKSHOP: We will select 2-3 most hot topics discussed during theforum. We are inviting all participants to take part
18:00 End of the ForumMSB