Corporate Communication - Gartner Communications | Strategic ...
Corporate Communication - Gartner Communications | Strategic ...
Corporate Communication - Gartner Communications | Strategic ...
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<strong>Corporate</strong><br />
<strong>Communication</strong><br />
企业传播论坛<br />
“Leveraging <strong>Communication</strong> Tools to Drive Marketing and<br />
Promote Company Brand”<br />
善用交流工具,推动市场营销,提升公司品牌<br />
Would you like to incorporate innovative approach to<br />
public communications through social media?<br />
你是否想要通过社会媒介将创新方法融入企业通讯?<br />
Are you willing to effectively develop media and<br />
government relations to maintain and promote<br />
company reputation?<br />
你是否希望更好的培养与媒体和政府的关系来促进公司<br />
的信誉?<br />
Do you want to drive company publicity by aligning<br />
internal and external communication?<br />
你想要通过企业内外的交流来推动公司宣传吗?<br />
Forum<br />
1st & 2nd December 2011<br />
Shanghai, China<br />
VMAC's <strong>Corporate</strong> <strong>Communication</strong> Forum aims to offer a common platform for industry<br />
professionals to discuss key issues related to the communication environment today – crisis<br />
management, social media in PR, government relations, stakeholder engagement and<br />
management. This Forum aims to bring together thought-leaders and innovators from the<br />
communication sector to share the best practices, new trends and exclusive case studies.
INTRODUCTION<br />
A wider degree of business openness to media and more international<br />
exposure at the local market mark a new age in the evolution of <strong>Corporate</strong><br />
<strong>Communication</strong>s in China. In practice, corporate communication is gradually<br />
evolving into a strategic tool for the company to gain a competitive advantage.<br />
From being a participant of the media process and a source of information with<br />
limited influences, <strong>Communication</strong> Professional turns into a thought-leader, an<br />
opinion generator and a major player in company positioning and reputation<br />
building.<br />
This is the type of professionals we assembled for the “<strong>Corporate</strong><br />
<strong>Communication</strong>s” Forum. Our speakers come from renowned companies like<br />
“Hill & Knowlton”, “Weber Shandwick”, “Burson-Marsteller”, “Edelman” as well<br />
as professional and governmental institutions. All of them possess solid<br />
background and profound experience in leading the corporate brands to<br />
recognition and prosperity through effective building of company reputation,<br />
involvement of media coverage and consumer engagement.<br />
Understanding corporate communication provides the vision a company<br />
requires in information driven economy. In the times when social media shifts<br />
marketing from the traditional one-way connection to the interactive<br />
multi-channeled dialogue, there is an urge to realize the mechanism of this<br />
process as well as the means which drive it.<br />
This is a must-be event for <strong>Communication</strong>s professionals, who are willing to<br />
enhance positive publicity of their company in the local market, outreach<br />
international customers or establish favorable relations with government and<br />
media.<br />
Ulrich <strong>Gartner</strong> is a veteran in international corporate communications and<br />
brings to the Forum 20 years of professional experience in top-management<br />
positions in-house as well as leadership roles on the agency side. Ulrich<br />
possesses a broad experience in managing multi-country organizations and<br />
campaigns, always at the edge of the latest technologies and trends and with a<br />
focus on effectiveness and accountability. His key areas include international<br />
communication management, marketing PR, crisis communication and new<br />
media. He is a vibrant speaker, trainer, presenter and part-time university<br />
lecturer with numerous appearances on international conferences in London,<br />
Barcelona, Stockholm and other cities.<br />
His prior positions include the German CEO for global PR group MS&L and VP<br />
<strong>Communication</strong>s AB Electrolux. Ulrich possesses an exclusive blend of<br />
communication expertise and general management experience with profit/loss<br />
responsibility.<br />
<strong>Corporate</strong> <strong>Communication</strong>s Forum<br />
WORKSHOP TRAINER’S PROFILE<br />
Ulrich <strong>Gartner</strong><br />
International <strong>Communication</strong>s Expert,<br />
Trainer & Speaker<br />
Founder and Owner, <strong>Gartner</strong> <strong>Communication</strong>s<br />
WHO SHOULD ATTEND<br />
The Forum is intended for corporate<br />
communication practitioners who have moved<br />
beyond functional responsibilities into greater<br />
leadership roles.<br />
� <strong>Corporate</strong> communication executives from<br />
� Business<br />
� Advertising Agencies<br />
� Government<br />
� nonprofit organizations<br />
� Practicing professionals who desire a unique<br />
contribution to their professional development<br />
Potential job titles:<br />
� <strong>Communication</strong>s Manager<br />
� <strong>Corporate</strong> <strong>Communication</strong> VP<br />
� External <strong>Communication</strong>s and Community<br />
Relations<br />
� Enterprise Marketing Manager<br />
� Manager - Internal <strong>Communication</strong>s<br />
� PR manager<br />
WHAT YOU WILL LEARN<br />
� Find out how to engage colleagues & customers<br />
through new ways of communication such as<br />
social media<br />
� Identify the pitfalls to avoid communication break<br />
down and maintain company reputation<br />
� Learn from the leading companies experience<br />
how they handle their corporate communications<br />
and apply the guidelines for your own<br />
organization<br />
HOW YOU WILL BENEFIT<br />
� Equips communication managers and VPs to<br />
better handle their roles and responsibilities<br />
through innovative media technologies, dynamic<br />
communications mix, internal communications<br />
and media dialogues<br />
� Obtain tips for adjusting the company strategy<br />
and goals to the fast changing information<br />
environment<br />
� Share the best practices and master class<br />
training in the field and understand the most<br />
important issues going on<br />
TIMETABLE<br />
8.30 am : Registration<br />
9.00 am : Forum starts<br />
10.30am to 10.45am : Morning refreshment<br />
12.30pm to 1.30pm : Lunch<br />
3.00pm to 3.15pm : Afternoon refreshment<br />
5.00pm : End of day
<strong>Corporate</strong> <strong>Communication</strong>s Forum<br />
John Holden<br />
Senior Counsellor, Government & Public Affairs, Hill & Knowlton, Beijing<br />
John is Senior Counselor at Hill & Knowlton Beijing, where he is responsible for building on the solid<br />
foundation of China’s first international public relations firm, established in 1984. With nearly three decades of<br />
China business and international relations experience, John provides clients with expert guidance on a wide<br />
range of issues related to business strategy and communications.<br />
Before joining H&K, John established the China operations of Shaklee Corporation, one of America’s oldest<br />
and most trusted Direct Selling companies.<br />
From 1998 to 2005 he served as president of the National Committee on United States-China Relations.<br />
Helen Yang, MBA<br />
Senior Consultant at China & Foreign Chamber of Commerce Center,<br />
Shanghai<br />
Helen has more than 18 years of experience in government relations and corporate communications at various<br />
industries of retailing, hospitality, chemical, manufacturing, consumer goods and consulting. She assists<br />
companies in strategic planning, program development and business diplomacy in China. Her experience covers a<br />
wide range of government affairs relevant to energy efficiency, food safety, intellectual property, investor relations,<br />
global sourcing, reputation management, CEO positioning, community relations, crisis communication, investor<br />
relations, CSR and expansion issues.<br />
Her previous positions are Government Relations Director of InterContinental Hotels Group, Trane Commercial<br />
Group, Wal-Mart and Carrefour.<br />
Matthew Spooner, MA<br />
Senior Manager at Shanghai Carnegie Training<br />
Matthew is a passionate communications coach with an excellent record throughout fields and industries.<br />
Over 3.000 employees in China, UAE and Vietnam have benefited from his services so far.<br />
His clients include Accenture, Cisco, Daktronics, Siemens, State Street, Sony, Yangtze River Pharmaceutical<br />
Group. Matthew’s expertise is supported by a solid academic record, which includes a Master Degree in<br />
Asia-Pacific Policy Studies.<br />
Ye Yu<br />
Managing Director, Hill & Knowlton, China<br />
Regional Director, GPA, North Asia<br />
Ye Yu is Senior Vice President, Director of Government & Public Affairs for Hill & Knowlton, North Asia.<br />
Since joining Hill & Knowlton in 2004, she has helped clients from a wide-range of industries engage key<br />
government bodies, NGOs, academics and other key influencers in order to provide effective regulatory,<br />
policy and issue-specific services.<br />
Ye Yu brings to Hill & Knowlton more than 15 years of consulting experience focused on government affairs<br />
and market access for foreign multinationals in China.<br />
Alistair Nicholas<br />
Executive Vice President, Asia Pacific<br />
Weber Shandwick<br />
Alistair’s 25-years-plus career covers Australia, the United States and China; it includes senior positions in<br />
public affairs agency and in-house roles in political advice, government and diplomacy, journalism. During the<br />
past 10-plus years in China, Alistair has provided strategic advice to a range of companies, including many<br />
Global Fortune 500 companies.<br />
He also writes extensively on business and communications issues in China for a number of publications,<br />
including “<strong>Strategic</strong> <strong>Communication</strong>s Management”, “Asia Today”, “PR Magazine”, “<strong>Communication</strong>s Weekly”<br />
and “Australia-China Connections”. He has authored a chapter on Reputation Management for the “IABC<br />
Handbook of <strong>Communication</strong>: A Guide to Internal <strong>Communication</strong>, Public Relations, Marketing and<br />
Leadership”.
<strong>Corporate</strong> <strong>Communication</strong>s Forum<br />
Brian Cronkhite<br />
Managing Director, <strong>Corporate</strong> Practice<br />
Burson-Marsteller China – Shanghai<br />
With more than 12 years experience in marketing and communications, Brian has a strong background in<br />
corporate messaging and brand building issues and change communications.<br />
Since coming to China in 2004, Brian has provided counsel in China and across Asia, advising on reputation<br />
building programs in China, as well as corporate repositioning programs for such clients as Philip’s spin-off, NXP<br />
Semiconductors, and the repositioning and launch of the Lenovo brand across Asia-Pacific following its purchase<br />
of IBM’s PC business. Additional client experience in Asia includes: Arup, Reuters, Shui-On Land,<br />
Hankook and IBM.<br />
Prior to China, Brian was based in San Francisco, where he held various in-house and agency positions<br />
providing counsel to both start-up and blue-chip technology brands. Brian has led a series of award winning<br />
campaigns, securing an International Golden Sabre Award and an International PR Association Award for the<br />
Global Re-launch of Brio Software.<br />
Tony Tao<br />
Managing Director, Edelman, Shanghai<br />
Tony started his career in public relations at Edelman in 1999 and is now a managing director of the Shanghai<br />
office. He has substantial experience in corporate reputation, healthcare and crisis management, serving<br />
clients such as Johnson & Johnson, Starbucks, MetLife, Citibank, 3M and SDI.<br />
Tony provided counsel to Johnson & Johnson on the company’s corporate equity program, and managed to<br />
create the first unified corporate equity and CSR platform for Johnson & Johnson in China, the Johnson &<br />
Johnson Family Health Initiative. He also led the coordination across 7 markets in managing a product recall<br />
for a healthcare client.<br />
Prior to rejoining Edelman in 2005, Tony held a position at Ogilvy Public Relations and served leading brands<br />
including Adidas, American Express and BASF.<br />
Natalie Lowe<br />
Personal Brand and Image Strategist<br />
A self-driven entrepreneur, Natalie is a founder and director of a boutique firm offering personal development<br />
packages that fuse executive coaching with personal styling.<br />
The last 12 years Natalie has been travelling and working extensively across Asia-Pacific, the Americas and<br />
Europe, she has gained experience connecting with diverse cultures and professionals. She uses this deep<br />
understanding of Asian values and Western personality and impeccable interpersonal skills to help enhance<br />
cultural awareness within the workplace, thus strengthening the leadership skills of many of her clients. Natalie<br />
says “Incorporating your personality and style into corporate looks only demonstrates that you can be an expert<br />
in your field while being stylishly confident.”<br />
Mario Eugene Cavolo<br />
Founder and Senior Advisor, Vision to Victory<br />
Senior Advisor, KBC China Ltd. Shanghai<br />
News Certified Exchange—media certified member<br />
Numerous large conference event keynotes and hosting Vistage<br />
International speaker<br />
Based in Shanghai since 2000 Mario is one of Asia’s most experienced executive advisors with rich experience<br />
in both corporate competencies and in the media / PR space.<br />
His multinational client projects and partnerships include American Airlines, PPG, Alcatel-Lucent, Siemens,<br />
E-Bay, L'Oreal, Bosch, AMSC, and many more.<br />
Mario’s assignments involve Fortune 500 corporate training and consulting on the issues of global expansion<br />
and media relations.
Overview & Perspectives of <strong>Corporate</strong> <strong>Communication</strong> in China<br />
� Summary of the ongoing issues in the industry<br />
� Image-building and sales support through communications<br />
� From tactical to strategic communications<br />
� Mediation through printed media, broadcast and internet<br />
Establishing Multi-level Dialogue with <strong>Communication</strong>s Stakeholders<br />
� Government and NGOs engagement<br />
� Creating corporate brand through media<br />
Mitigating Damage to Public Image and Stakeholders through Crisis Management<br />
� Planning critical responses<br />
� Maintaining company reputation and protecting its brand<br />
� Communicating with governmental agencies and public media<br />
� Dealing with stakeholders<br />
Effectively Orchestrating Public Events to Enhance <strong>Corporate</strong> Outreach<br />
� On-site event management<br />
� Emceeing & coordinating<br />
� Public engagement<br />
Branding and <strong>Corporate</strong> Image Building: Tools and Methodologies Applied<br />
� Maintaining Company image through <strong>Corporate</strong> Social Responsibility moves and methods<br />
� Traditional methodologies such as PR, Internal/external relations<br />
� Through social media and digital marketing<br />
� The evolving role of the corporate communicator<br />
Overcoming the Cultural & <strong>Communication</strong> Challenges<br />
� Best practice sharing on how the leading foreign companies overcome cultural obstacles through effective<br />
communication and consumer engagement<br />
� Illustrate the main challenges of adapting to and collaborating with Chinese culture<br />
<strong>Corporate</strong> Advocacy and Engineering Public Opinion<br />
� <strong>Corporate</strong> Social Responsibility<br />
� Public opinion generators and influencers<br />
The Power of Personal Image and Brand<br />
� Creating your own professional personal brand, which will reflect your personal qualities as well as enhance your<br />
leadership impact<br />
� Personal brand as a component of corporate brand and company positioning<br />
VMAC Business Group's<br />
<strong>Corporate</strong> <strong>Communication</strong><br />
Forum brings you comprehensive<br />
knowledge of:<br />
<strong>Corporate</strong> <strong>Communication</strong>s Forum<br />
� The leading trends and issues in the industry, such as social media impact and customer<br />
engagement<br />
� Practical advice and solutions for catching up with communication technologies<br />
� Guidelines for how to adapt communication strategies in the fast moving emerging market<br />
� Exclusive insights in the PR kitchen of the Chinese market from the top agencies present in<br />
the Mainland
Navigating Crisis <strong>Communication</strong>s through<br />
Social Media Channels<br />
8.30am: Registration<br />
9.00am:<br />
Welcome and Introduction to the Day<br />
What is the purpose of corporate communication (CC)?<br />
Differentiating between CC presence and influence. An<br />
introduction to the day and setting the scene of current<br />
trends in corporate communication. Group discussion to<br />
define corporate communication and our purpose<br />
9.45am:<br />
Implementing Social Media in Your <strong>Corporate</strong><br />
<strong>Communication</strong> Mix<br />
Case study: Transforming communication - from classic<br />
one-way communication to dialogue driven<br />
facilitators! Two first-hand, practical case studies on<br />
how a global leading financial bank started to engage in<br />
dialogue driven communication following the financial<br />
crisis and hear how the iconic Barbie brand reclaimed<br />
her top spot as the world's leading fashion doll on her<br />
50th anniversary through social media! Processes,<br />
templates and tools are made available on USB sticks<br />
for delegates to take home with them to implement in<br />
their own organisations.<br />
10.30am: Coffee break and networking<br />
10.45am:<br />
A Step-By-Step Guide To Crisis Management<br />
A case study on how the world's leading toy<br />
manufacturer, Mattel, managed the world's largest recall<br />
of tainted toys in the history of the world AND improving<br />
sales at the same time. Get the inside story on the office<br />
politics, the drama and the outcome on what was<br />
deemed by CNN "as every parent’s nightmare" while<br />
getting practical tools and templates on handling<br />
any possible media crisis.<br />
<strong>Corporate</strong> <strong>Communication</strong>s Forum<br />
11.15am:<br />
Group Discussion on Crisis Management<br />
An energetic group discussion based on 5 real life<br />
DAY 2<br />
crisis scenarios and contexts on how to respond to<br />
crisis in different media and towards different<br />
stakeholders. Crisis communication templates and tools<br />
made available on USB sticks to delegates to take<br />
home with them to implement in their own<br />
organisations.<br />
12.00pm: Lunch and networking<br />
13.00pm:<br />
Group -Session: Building A Dialogue Based<br />
<strong>Communication</strong> Strategy<br />
In this two hour session, we work in small groups where<br />
we will be building a communication strategy and a<br />
communication plan for a world leading brand with a<br />
focus on social media and how to get support from<br />
management for your strategies and tactics while<br />
having a backup plan for a potential crisis. Groups will<br />
present and give each other feedback while drawing<br />
conclusions on universal good practise. The group work<br />
will give hands-on experience and clarify process and<br />
framework to build and implement successful<br />
communication strategies and plans.<br />
15.00pm:<br />
Tools and Tips on Making a Business Case of Your<br />
<strong>Communication</strong><br />
The final case study of the day will give concrete<br />
examples and tools on how to ensure support from<br />
management in your communication activities.<br />
Templates will be made available on USB sticks to<br />
delegates to take home with them to implement in their<br />
own organizations.<br />
16.00pm:<br />
End of the day and USB sticks and print material<br />
handed out to delegates.