Forum Program 2011 – Draft Version

16 February 2011 - arrival             

19.30-22.30

Shatzalp Hotel: Mulled wine welcome party (informal)

17 February 2011 - Day I

09.00-09.30

Registration, coffee

09.30-10.00

Welcome speeches: organizers, partners, VIP guests

10.00-10.30

Keynote speech/presentation:

·       What did WEF 2011 teach us?

10.30-11.30

Discussion/Keynotes:

·       New challenges to the communication profession & industry

- What will be the next big sales concept in PR?

- Return on Investment: how do we prove the worth of PR?

- Regulating and professionalizing the industry: How to regard the PR profession as equal to Law/Accountancy?

11.30-12.00

Coffee break

12.00-13.30

Panel discussion with politicians, journalists, public/social figures:

·       Reputation and Publicity: on/off-line. The next step?

- Online Transparent Reputation: assessing and mobilizing networks of influencers

- to be specified later

13.30-14.30

14.30-16.00

Social media

Section moderator: Stephen Davies

Political communication

Section moderator: Jolyon Kimble

· Integrating SM internally

Philippe Borremans, Chief Social Media Officer at the Van Marcke Group of Companies:

- "ROI of SM for internal comms: How organizations should apply collaborative and interactive social media tools to enhance productivity and communication?"

· Multinational SM campaigns

Marshall Sponder, SM Metrics, Web Analytics and SEO expert, owner of www.webmetrics.guru:

- "How can multinational organisations create a social media campaign to target a number of markets?"

· SM into existing PR campaigns

Kerry Bridge, Head of Digital Media Communications, EMEA and Global Sector at DELL:

- "Best practices of integrating social media into an overall PR campaign"

· SM and the emerging markets

- Social media impact on PR. Focus on the emerging markets: How far has SM advanced? How is it is currently being used by PR? How is it different from the West?

· Communications in politics

- How do politicians view the role of communications when they come to make political decisions?

· Publicity and Politics

- Web 2.0 and Political Leaders

- E-Government and Government 2.0

· to be specified later

· to be specified later

· How to educate staff on using social media in their own free time safely and without detriment to the organisation?

· From West to East: is the balance in communications leadership changing?

16.00-16.30

Coffee break

16.30-18.00

Keynote speech/presentation:

·       Marketing, Branding & New Media:

- Creating socially responsible brands through social activist techniques and delivering measurable business results in an increasingly competitive environment – identifying and aligning the brand with a relevant cause and mobilizing influencer relationships to maximize the impact of that alignment

- A strategic mix of integrated communications (PR, Social Media, Paid advertising) can influence business outcomes – how to capture more budgets for efforts by demonstrating combined ROI of these communication efforts?

18.00-22.00

Dinner party – evening dress code (formal). Location: Belvedere Hotel

 18 February 2010 – Day II

09.00-09.30

Registration, coffee

09.30-10.00

Case study: Social media

·       Social media in Corporate PR

10.00-10.30

Case study: Investor Relations and Crisis Communications - PR startegy focused on financial and crisis communications

·       "Nuclear renaissance and financial stability in the age of crisis."

Vittorio Amedeo Alessio, Executive Director, Media Relations (Italy) at ENEL

10.30-11.00

Case study: Marketing

·       The concept of paywalls and its effect on PROs activity

11.00-11.30

Case study: Political Communicatios - Communications with governmental structures and public executive bodies

·      "Evidence based policy research: interactions with public bodies."

Louis de Schorlemer, Director of Communications (Europe) at GALLUP

11.30-12.00

Coffee break

12.00-13.30

Blind Session Discussion:

Moderator: to be specified later

·       Invited guests are thrown topical problems: “How would you handle them?”

- Topical problems are to be specified later

13.30-14.30

14.30-16.00

Crisis communication

Section moderator: Roland Binz

Financial communications & IR

Section moderator: Andrew Izmailov

Spencer Baretz, Hellerman Baretz Communications:

· "Litigation PR, the next wave of corporate and crisis communications: essential points and considerations"

W. Timothy Coombs, Ph.D., Professor at the Nicholson School of Communication at the University of Florida:

· Crisis research: "Situational Crisis Communication Theory as a Foundation for Evidence-based Crisis Communication"

Ansgar Thiessen, Swiss Association for Crisis Comms, Media & Comms Studies Department - Fribourg University:

· "Crisis management in the media society: Communicative integrity as the key to safeguarding reputation in a crisis"

Gary Grates, President and Global Managing Director at Edelman Change and Employee Engagement:

· "Reputation Management in M&A"

· Communicating negative financial results

· Changes observed in Investor Profile 2010

· The best crisis communications are the ones you never hear about: pros and cons

· Regulations versus creativity

16.30-18.00

Discussion/Keynotes:

·       Reputation Management and Evaluation: a matter of Trust

- Talent management: how to effectively engage internal stakeholders as a competitive advantage in a global market?

- Cross-cultural communications: how to increase performance on internationalization/global companies?

- The state-of-art of Reputation Management in the post-media clipping era

18.00-19.00

Closing conclusions & observations: organizers, partners, speakers, VIP guests

19.00-20.00

Closing Dinner Buffet, location: Davos Congress Centre