Corporate Communication - Gartner Communications | Strategic ...

Navigating Crisis Communications through
Social Media Channels
8.30am: Registration
9.00am:
Welcome and Introduction to the Day
What is the purpose of corporate communication (CC)?
Differentiating between CC presence and influence. An
introduction to the day and setting the scene of current
trends in corporate communication. Group discussion to
define corporate communication and our purpose
9.45am:
Implementing Social Media in Your Corporate
Communication Mix
Case study: Transforming communication - from classic
one-way communication to dialogue driven
facilitators! Two first-hand, practical case studies on
how a global leading financial bank started to engage in
dialogue driven communication following the financial
crisis and hear how the iconic Barbie brand reclaimed
her top spot as the world's leading fashion doll on her
50th anniversary through social media! Processes,
templates and tools are made available on USB sticks
for delegates to take home with them to implement in
their own organisations.
10.30am: Coffee break and networking
10.45am:
A Step-By-Step Guide To Crisis Management
A case study on how the world's leading toy
manufacturer, Mattel, managed the world's largest recall
of tainted toys in the history of the world AND improving
sales at the same time. Get the inside story on the office
politics, the drama and the outcome on what was
deemed by CNN "as every parent’s nightmare" while
getting practical tools and templates on handling
any possible media crisis.
Corporate Communications Forum
11.15am:
Group Discussion on Crisis Management
An energetic group discussion based on 5 real life
DAY 2
crisis scenarios and contexts on how to respond to
crisis in different media and towards different
stakeholders. Crisis communication templates and tools
made available on USB sticks to delegates to take
home with them to implement in their own
organisations.
12.00pm: Lunch and networking
13.00pm:
Group -Session: Building A Dialogue Based
Communication Strategy
In this two hour session, we work in small groups where
we will be building a communication strategy and a
communication plan for a world leading brand with a
focus on social media and how to get support from
management for your strategies and tactics while
having a backup plan for a potential crisis. Groups will
present and give each other feedback while drawing
conclusions on universal good practise. The group work
will give hands-on experience and clarify process and
framework to build and implement successful
communication strategies and plans.
15.00pm:
Tools and Tips on Making a Business Case of Your
Communication
The final case study of the day will give concrete
examples and tools on how to ensure support from
management in your communication activities.
Templates will be made available on USB sticks to
delegates to take home with them to implement in their
own organizations.
16.00pm:
End of the day and USB sticks and print material
handed out to delegates.