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,

Our 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!

Our 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 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 WCF-Global in Geneva 2018!


20th March 2018

17:30 - 19:30

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

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




• 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 Power!

Registration of the participants.
Venue: Rue de Saint-Jean 98, Geneva, GE 1201, Switzerland

9:30 - 9:50

Forum Moderator, Day 1:
Dr. Jon-Hans Coetzer,
Chief Academic Officer, EU Business School Group (Switzerland)

Opening. Welcome speeches and keynotes:

Yanina Dubeykovskaya, WCF's General Director, WCFA association's President (Global)

9:50 - 10:40

Discussion: WCF - Agenda 2049?

• AI as a reality: What happens to Automotive, Medicine, Insurance, Finance, and even good old Justice & Government?
Gianni Catalfamo, CEO of One Wedge, Web 3.0 geek, cc:catalfamo (Italy)
Communication Research and Global Health Promotion.
Gary Kreps, Ph.D., FAAHB, Distinguished Professor, Department of Communication, Director of the Center for Health & Risk Communication, George Mason University (USA)
Gaming for social change (as a communicative tool).
Jessica Muhamad
, Ph.D., Assistant Professor of Communication, School of Communication, Florida State University (USA)
Trust as the currency for communications.
Dr. Gaya Gamhewage, World Health Organisation – Infectious Hazard Management & Risk Communications (Switzerland)

Possible additional topics:

• AI, VR, Technologies, Values, Communications.
• Latest technologies' effect on lifestyle.
• Disruptive changes in medicine - what if we could greatly extend human life or edit the genes of our children?
• Effect on surveillance/privacy/computer security.
• Artificial Intelligence: possibilities, impact and consequences.
• Shift onto the future: self-driven cars.
• Effect on Labour Wages and Unemployment.

10:40 - 11:30

eubusinessschoolDiscussion: Leaders of the Future. Young Leadership Power.
Panel Partner and host of WCF-Global 2018: EU Business School Geneva!
Moderator: Dr. Suddha Chakravartti, Head of Research at EU Business School, Geneva (Switzerland)

Vuk Bjelajac, BBA student at EU Business School, employer, commercial pilot (ATPL), athlete and ambassador of sports and healthy life (Serbia)
Lea Katunarić, MBA student at EU Business School - International Marketing (Croatia)
Felix Hill, BBA student and Head of Sports at the Students' Board of EU Business School, former Royal Marine cadet (Monaco)
Elisabeth Sünder, part-timer at Philip Morris, Head of Marketing in the International Finance Student Association of Geneva, student in Business and Design and member of the Students' Board at  the EU Business School of Geneva (Switzerland)
Media for All: Exploring Audiovisual Accessibility for deaf & blind people from Indian Communication perspective.
Ashay Sahasrabuddhe, Ph.D. research scholar at the University of Mumbai and Founder & CEO of Kintel Incomm Pvt Ltd. (India)

11:30 - 12:00

Coffee break & networking.

12:00 - 12:20

Keynote: "The Future of Learning - Education in Communication in the 21st Century."
Dr. Jon-Hans Coetzer,
Chief Academic Officer, EU Business School Group (Switzerland)

12:20 - 13:00

Pitch your answer in 5 min! - Debates: PR is dead! > Long Live ...?
Half-an-hour debates followed by an interactive discussion with the audience.
Moderator: Serafima Gurova, founder and CEO of RODNYA Creative PR Studio (Russia)


• Impact Branding: Creating not only shareholders' profit, but also social & environmental value.
Gabor Hegyi, Founding Managing Director of Capital Communications (Hungary)
Reputation Management: From traditional PR to RM - challenges and opportunities.
Lorenzo Brufani, Founder & CEO of Competence Communication (Italy)
• PR Revolution: or Revolution in PR?
Maxim Behar
, ICCO's former President, CEO of M3 Communications Group, Inc. (Bulgaria)
• Virtual Reality: a New Communication Space!
Ganesh Chandrasekaran, Founder of ACG Consulting (India)

Possible additional topics:

• Re-branding PR: Let's discuss the future model of PR! Should it even be called PR, going forward?

13:00 - 14:00

Lunch break & networking.

14:00 - 14:40

Panel: Why the Power of Ethics in Public Relations is of crucial importance today?


• The Power of Ethics in PR.
Dan Hill, CEO of Hill Impact (USA)
• Why Bell Pottingre was expelled and what the industry must do next.
Francis Ingham, Director General of the UK Public Relations Consultants Association (PRCA), and Executive Director of the International Communications Consultancy Organisation (ICCO).

14:40 - 15:40

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


• Culture: The True Brand of a Nation
Her Excellency, Noura bint Mohammed Al Kaabi, Minister of Culture and Knowledge Development of the UAE
Yasemin Guzeloglu, Turkey Promotion Group Executive Director, Turkey Exporters Assembly (Turkey)
Dave King, Founder and CEO of Digitalis (UK)
• Country reputation and corporate reputation: new challenges for global business.
Diego Gilardoni, Global Business and Communication Consultant, and Author (Switzerlnad)

Possibe additional topics:

• 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.

15:40 - 16:30

Discussion: Social Media Influencers - Who? Why? How? Power in Direct Contact.

Panel Producer & Moderator:

Sean Gardner, Co-founder of Huffington Post's "Twitter Powerhouses Series" (USA)

16:30 - 17:00

Coffee break & networking.
NB! > Changing rooms!

17:00 - 18:00

Networking in a group.
Participants introduce themselves to colleaques and share personal experience.

18:00 - 19:30

Cocktail gathering.
(Optional: for all of the WCF's participants)

Venue: Restaurant Cercle du Rhône
Same building as the WCF plenary sessions:
Rue de Saint-Jean 98, 1201 Genève, Switzerland; Tel: +41 58 715 32 71

Dress code: business/smart/casual

22nd March 2018

9:30 - 9:55

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: Domaine de Penthes
18 chemin de l'Impératrice, 1292 Pregny, Geneve; tel: +41 22 734 4865

9:55 - 10:00

Forum Moderator Day 2:
Nurul Shamsuri
, Program Director of Yayasan JUWITA and Founder of Project Fearless (Malaysia)

10:00 - 10:15

Keynote: Growing Reputation and Measuring Progress.
By the President of the Jury for Personal C4F Awards:
Catherine Hernandez-Blades, Senior Vice President, Chief Brand and Communications Officer, Aflac (USA)

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

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

11:30 - 12:00

Coffee break & networking.

12:00 - 12:40

Panel: Content is King! - New models of content production and distribution.


Andrew Seibert, Managing Partner, Imprint (USA)

12:40 - 13:10

C4F Showcases.
Showcases by C4F winners or short-listed nominees.

13:10 - 13:30

Keynote: Tips of the Tongue - The Nonnative English Speaker’s Guide to Mastering Public Speaking!
Deborah Grayson Riegel, Director of Learning at Boda Group, author of the book "Tips of the Tongue" (USA)





Special price for WCF attendees: 20 USD only!
+ Get your book with an autograph, at WCF!

13:30 - 14:30

Lunch break & networking.

14:30 - 15:00

Keynote: "Back to Relations."
Paul Holmes, the PR guru worldwide, Founder & Chair of The Holmes Report, CEO of SABRE Awards (UK)

15:00 - 15:30

C4F Showcases.
Showcases by C4F winners or short-listed nominees.

15:30 - 16:00

Coffee break & networking.

16:00 - 18:30

C4F Awards Winners' Party!
(Optional: for all of the WCF's participants)
Venue: Restaurant du Château de Penthes
18 chemin de l'Impératrice, 1292 Pregny, Geneve
tel: +41 22 734 4865




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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