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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.

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