Communication on Top

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Programme 2018

Yanina Dubeykovskaya
General Director of the Global WCF Summit
President of the WCFA association

"Dear friends and colleagues,

The World Communication Forum's shift made at the time of its previous edition from the global village of Davos to the global capital  Geneva, proved truly successful!

We are on the right path, with the right resources, and with the right supporters!

The World Communication Forum’s uniqueness lies not only in its recently extended format, but also in the vibrant highlighting of each next level of development of the global communication industry and, most importantly, in revealing today's mission and new professional identity of the worldwide community of in-house or consultancy communicators! We have clearly declared that communication has become a key driver of development and humanity itself – intangible and non-material, yet manageable, it is the very resource that has the best efficiency and the true potential for positive future changes, especially in overcoming intolerance, conflicts or any differences!

So, quite naturally, WCF Global 2018: "Communication's Power" will be held again in Geneva, continuing with persistence and perseverance to tap on the most important topics of the Global Communication Agenda and striving to unite an even larger and more diverse family of experts, top-rated speakers and communication industry specialists for the sake of a better, more tolerant and strongly united world! You are welcome to join us!"

As a global community, WCF is responsible for:

  • • Formation of the Global Communication Agenda in 2018
  • • Developing integrated state communications, such as country branding
  • • Offering Win-Win solutions to all types of conflicts
  • • Fostering the growing influence of intangible assets, such as: reputation, trust, branding, and intensifying their impact on the development of countries and businesses
  • • Search for new money as an equivalent of social influence
  • • Development of a more social identity of business: social awareness, consciousness, responsibility
  • • Turning crisis into opportunities
  • • Focus on the individual and the task for personal development through all communication disciplines
  • • Development of creativity and revealing the innovation potential of different countries and communities
  • • Promotion of the modern forms of education and self-improvement
  • • Development of global communications, global communities and global culture
  • • Finding a Spokesperson for Humanity

Welcome to the Global WCF in Geneva 2018!


20th March 2018

17:30 - 19:30

WCFA Association's Annual Assembly 2018!
(For WCFA members only!)

Venue: to be announced!




• Association's agenda 2018 - voting and approval
• Board Elections 2018 - voting and approval

20:00 - 23:00

Welcome Gala Dinner
(Optional: for all of the WCF's participants)

Venue: Beau-Rivage
13 quai du Mont-Blanc, 1201 Genève – Suisse
Tel: +41 22 716 66 66

Dress code: black-tie/gown or smart/formal

21st March 2018

9:00 - 9:30

WCF Global 2018: Communication's Power!

Registration of the participants.
Venue and detailed agenda: to be specified

9:30 - 10:00

Opening: Welcome speeches and keynotes.
Yanina Dubeykovskaya, WCF's General Director, WCFA association's President (Global)

10:00 - 10:45

Discussion: WCF - Agenda 2049?

• Latest technologies' effect on lifestyle.
• AI as a reality: What happens to Automotive, Medicine, Insurance and Finance?
• What happens to good old Justice and Government?
• Preserving the values of humanity.

10:45 - 11:30

Discussion: Robots VS Humans?

• Artificial Intelligence: possibilities, impact and consequences.
• Shift onto the future: self-driven cars and rent-able bodies (synthetic persons)??!
• Effect on Labour Wages and Unemployment.
• Human consciousness transferred - does shape or body matter?

11:30 - 12:00

Coffee break & networking.

12:00 - 12:45

Debate: PR is dead - Long Live PR!
Half-an-hour debate followed by an interactive discussion with the audience.

• Does the art of public relations still make any sense?
• Today's global mission of PR and communications.
• Talent and Skills in PR & Communications - facing new requirements.
• Impact Branding: creating not only shareholders' profit, but also social & environmental value.
• Ethics, CSR & Humanity VS Economic Efficiency & Profitability.
• PR & Communication Measurement - best ways to evaluate contribution and value for a business/organisation.
• Should PR & Communication be separate - i.e. not part of the "integrated" communications toolkit?
• Reputation Management Agencies. What about their reputation (ex: Bell Pottinger)? Should certain accounts be avoided or declined? In what circumstances can a reputation-management agency say "no" to a client?

12:45 - 13:30

Keynote: RP of PR - the Renewable Rower of Public Relations.

13:30 - 14:30

Lunch break & networking.

14:30 - 15:30

Business game: Country Branding - Stakeholders, Drivers, Benefits.
Workshops or team role-play simulations as per preliminary scenarios each of which contains a problematic issue. Blind-insight sourcing, discussion, voting and choosing the best solutions offered.

15:30 - 16:15

Discussion: The Future of Country Branding.
Moderator: Solly Moeng, Managing Director of DonValley Reputation Managers (South Africa)

• Country/Nation Branding: Are they similar or not and how does one influence the other?
• Messages from official country-brand-management agencies - are they credible or not and should any such be regarded just as glorified government propaganda machines?
• How to constitute official country-brand-management agencies and who should they report to?
• Country brands considered credible and those less credible: "Why"-s and "How"-s.
• The key "Do"-s and "Don't"-s in Country Brand Reputation Management.

16:15 - 16:45

Coffee break & networking.

16:45 - 17:30

Discussion: Virtual Transformation - VR storytelling, VR engagement, VR business.

17:30 - 18:00

Real-life storytelling: shared by a leading expert!
Keynote focused on a global expert's personal experience.

19:30 - 22:30

Geneva Lake Cruise, with a friendly fondue supper.
(Optional: for all of the WCF's participants)

A boat-trip along the Geneva lake, including a fondue meal.

22nd March 2018

9:30 - 10:00

Best Communication Stories and Cases from 2017!

A day dedicated to the "Communication for Future" Davos Awards!
See more about the awards here.

Registration of the participants.
Venue and detailed agenda: to be specified

10:00 - 10:15

Keynote by the President of the Jury for Personal C4F Awards: Communication's Power - Why CSR?

10:15 - 10:30

Keynote by the President of the Jury for Corporate C4F Awards: Today's Criteria for PR Professionalism.

10:30 - 11:30

Panel: Best "Communication for Future" Showcases!
Three showcases by C4F winners or short-listed nominees and an interactive discussion with the audience.

11:30 - 12:00

Coffee break & networking.

12:00 - 13:15

Panel: Content is King! - New models of content production and distribution.
Three showcases by C4F winners or short-listed nominees and an interactive discussion with the audience.

13:15 - 14:15

Lunch break & networking.

14:15 - 15:30

Panel: Social Media Influencers - Who? Why? How?
Three showcases by C4F winners or short-listed nominees and an interactive discussion with the audience.

15:30 - 16:00

Coffee break & networking.

16:00 - 18:30

C4F Awards Winners' Party!
(Optional: for all of the WCF's participants)




See the detailed ENTRY TERMS for registration at the WCF Global in Geneva, 2018.
You can also BOOK & PAY ONLINE! << Early Bird expires on 31 Dec, 2017!

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21 Sept, 2017

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WCF Geneva week 2017

13-17 March
Geneva, Switzerland

Annual WCF Meeting!
Global Touch: a series of events


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