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IPRA 2010 Official Book


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The official IPRA 2010 book.

The official IPRA 2010 book.

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  • 1. This year Peru will host the Public Relations World Congress which will bring together the world’s foremost experts in this field for the first time in our country. Notable professionals from five continents will arrive in Lima to share with their colleagues from all over the world -including Peruvians- trends, cases and results of communication in companies and private organizations, government and public institutions in general. I value the high level reached by Universidad de San Martín de Porres in the discipline of public relations and I welcome its initiative. This Congress will be held in Latin America after 5 years, easing the participation of our countrymen and our Latin American brothers and sisters. In Peru, the State and the private sector, in this case the academic sector, are working together to strengthen our image as a competitive place for business meetings and also to show the capacity and competence of Peruvians, exposing our local talent, establishing links with major companies and global organizations, learning what is being done in the world in order to do it better, based on previous experience. For all this, we invite communication professionals from around the world to take part in this Congress and to discover our country. Peru awaits you with open arms and anticipates your return. Alan García Pérez President of the Republic of Peru
  • 2. On behalf of Universidad de San Martín de Porres, I am pleased to welcome the distinguished authorities and members of the International Public Relations Association - IPRA, coming from the different latitudes of the globe, as well as all the attendants to the XIX IPRA World Congress, which our University and IPRA itself have had the initiative of bringing to Latin America, and which will turn Lima into the world capital of Public Relations. In its permanent search for excellence, Universidad de San Martín de Porres outstands as a leading university, educational and humanistic community that promotes knowledge and values, research, training and update through international, academic and professional exchanges for its professors and students. This is the frame of our relationship with IPRA, which honored our University by trusting us the organization of this outstanding world congress. The XIX Public Relations World Congress has also a special meaning for Universidad de San Martín de Porres, since the mission trusted by IPRA is fair to the School of Communication Sciences, Tourism and Psychology for its large achievements in the development of Public Relations and its organizational skills, renowned in Peru and all over the continent. Please receive our warmest greetings, and welcome once again to the Congress. Raúl Bao García Rector Universidad de San Martín de Porres
  • 3. As Dean of the School of Communication Sciences, Tourism and Psychology of Universidad de San Martín de Porres, I would like to express my warmest greetings and recognition to the IPRA Board Members and the speakers for their valuable participation in the XIX Public Relations World Congress. Your knowledge, experience and qualified professional and academic biographies become an invaluable contribution to the development of a profession and its strategic performance. My recognition also to public relationists, communicators and other specialists for your interest in participating in the top public relations event worldwide, where you will share spaces for analysis and insight. You will also have the opportunity to analyze an exceptional vision of the knowledge and practice of a profession that is increasingly needed today in the corporate world and the organizations as well. The position reached by public relations in Peru and in the world; the teaching and promoting task of our University in this same field; and in this opportunity the presence in Lima of outstanding Public Relations professionals from different continents guarantee an event that given its speakers and organization will represent a milestone that will be pleasantly remembered in the history of IPRA world congresses. I reiterate my warmest welcome to IPRA 00 - XIX Public Relations World Congress, the first in the st century in the American Continent, certain that both Lima and Universidad de San Martín de Porres will be deserving hosts. Johan Leuridan Huys Dean of the School of Communication Sciences, Tourism and Psychology Universidad de San Martín de Porres On behalf of the members of IPRA, it is a great pleasure and honor to work with Universidad de San Martín de Porres for the organization of IPRA 00 - XIX Public Relations World Congress. For us this is a great opportunity to reaffirm IPRA’s mission and to renew our historic ties with Latin America. This is our third World Congress in this part of the world and I know that it will live up to the reputation earned by previous events. I am also sure that all delegates will return home with many wonderful memories of times spent in Peru and new perspectives, new views, new friends and professional contacts. Elizabeth Goenawan Ananto President International Public Relations Association - IPRA
  • 4. Committees Organizing Committee Elizabeth Goenawan Ananto | IPRA IPRA 00 President. Founder and CEO of EGA Briefings. Coordinator of MM Communication from Universitas Trisakti. Besides being a professor since 978, she has provided professional support to executives from different companies and governmental institutions. She has participated in professional conferences and forums in different universities. She is the Director of the Clean Up The World Campaign in Indonesia, under the sponsorship of the United Nations Environment Programme (UNEP). Johan Leuridan Huys | USMP Dean of the School of Communication Sciences, Tourism and Psychology from Universidad de San Martin de Porres. Re-elect President of the Latin American Association of Public Relations University Careers (ALACAURP). Re-elect President of the Peruvian Association of Schools of Communication Sciences (APFACOM) for the 009 – 0 period. He was honored by the Gourmand Cookbook Awards as Best Editor of Gastronomy Books in the World, in Orebro, Sweden in 005. During his term of office, the School has published over 90 books to date. James Holt | IPRA After 5 years as a PR consultant in Europe, the United States, and Mexico, James Holt joined IPRA as CEO in 000, and he currently holds this position. IPRA is the most important and respected organization for Public Relations professionals worldwide. Founded over 50 years ago, and with more than ,00 members from over 00 countries, it holds the category of Consultant for the United Nations as well as for UNESCO. It promotes leadership in Public Relations and provides its members with the necessary input to succeed in their professional responsibilities. Amybel Sánchez Tello | USMP Responsible for the organization of the IPRA 00 Congress. Director of the Department of Academic Extension and Community Relations (EPU) of the School of Communication Sciences, Tourism and Psychology, Universidad de San Martin de Porres. Since 009, she represents Peru before the International Public Relations Association (IPRA), with headquarters in London, United Kingdom. She is currently IPRA´s Official Council Representative in Peru for a -year period. Scientific Committee Johan Leuridan Huys | Peru Emilio Solórzano Hernández | Peru Dean of the School of Communication Sciences, Professor, Universidad de San Martín de Porres. Universidad de San Martín de Porres. Amybel Sánchez Tello | Peru James E. Grunig | United States Director of the Department of Academic Extension and Professor Emeritus, University of Maryland. Community Relations of the School of Communication Sciences, Tourism and Psychology, USMP. Antonio Nogüero | Spain Raúl Vargas | Peru Professor, Universidad Autónoma de Barcelona. News Director, Radio Programas del Perú. Donald Wright | United States Robert W. Grupp | United States Professor, Boston University. President and CEO, The Institute for Public Relations.
  • 5. 5
  • 6. General program - Speakers and panelists TIME TUESDAY 1, JUNE 07:00 - 09:00 Registration of participants 09:00 - 09:5 Opening Ceremony Plenary Session 1: THE POWER OF PUBLIC RELATIONS IN THE BUSINESS ENVIRONMENT THE POWER OF PUBLIC RELATIONS. 09:5 - 0:05 Antonio Tamayo. President, Hill Knowlton Mexico. 0:05 - 0:5 CONNECTIONS: A PERSONAL AND PROFESSIONAL JOURNEY. Jon Higgins. Partner and International Executive Director, Ketchum. PANEL DISCUSSION THE POWER OF PUBLIC RELATIONS IN THE BUSINESS ENVIRONMENT. Moderator: Gonzalo Zegarra. Executive Director, Apoyo Publicaciones. 0:5 - :05 Panelists: - Jon Higgins. Partner and International Executive Director, Ketchum. - Antonio Tamayo. President, Hill Knowlton - Mexico. - Pedro Pablo Kuczynski. Former Prime Minister of Peru. :05 - :0 Coffee Break Plenary Session 2: PUBLIC AFFAIRS AND INTEREST MANAGEMENT PLAYING TO WIN: WHEN POLITICS AND BUSINESS COLLIDE. :0 - :00 Mark Klugmann. Latin American Political Consultant and Former White House Official. INTEGRATING STRATEGIC COMMUNICATIONS WITH PUBLIC AFFAIRS: WHEN PUBLIC AFFAIRS, PUBLIC :00 - :0 RELATIONS AND ISSUES MANAGEMENT CONVERGE. Robert Grupp. President and CEO, Institute for Public Relations. PANEL DISCUSSION PUBLIC AFFAIRS AND INTEREST MANAGEMENT. Moderator: Charles Philbrook. Director of Economic Studies, Datum Internacional S.A. :0 - :00 Panelists: - Felipe Gutiérrez. Executive President, Concertum. - Mark Klugmann. Latin American Political Consultant and Former White House Official. - Patricia Teullet. General Manager, COMEX Perú. - Robert Grupp. President and CEO, Institute for Public Relations. :00 - 5:00 Lunch PARALLEL ROOMS Room A: INTERNAL AND Room B: CRISIS Room C: REPUTATION EXTERNAL COMMUNICATION MANAGEMENT RETRO-AVANT-GARDE THE CHALLENGES OF CORPORATE IDENTITY, AUTHENTICITY AND COMMUNICATION. WHAT PUBLIC REPUTATION RISK AND CRISIS REPUTATION: THE DYNAMIC RELATIONS CAN LEARN FROM MANAGEMENT. TRIAD. 5:00 - 5:0 ARTISTIC MOVEMENTS? Michael Okereke. President, Mike Juan Carlos Molleda. Professor and ˇˇ Dejan Vercic. Founding partner, Okereke Consulting. Coordinator of the Department of Pristop - Llubljana. Public Relations from the School of Journalism and Communications, University of Florida. CASE PRESENTATION THE GLOBAL CRISIS AND THE INTERNATIONAL MODELS TO SUCCESSFULL COMMUNICATION IN NEW IMF. MANAGE REPUTATION AND THE MULTI-COUNTRY PROJECTS. Andreas Adriano. Media Relations PERUVIAN DATA: DO THEY FIT? 5:0 - :00 Luisa García. Partner and CEO Officer for Latin America and the Gabriel Ortiz de Zevallos. Executive for Peru and Central America, Caribbean, International Monetary President, Apoyo Comunicación Llorente Cuenca. Fund - IMF. Corporativa.
  • 7. :00 - :0 Coffee Break CASE PRESENTATION FROM THE MONOLOGUE TO CORPORATE COMMUNICATION IN TELEFÓNICA. DIALOGUE: EXPLORING COMMUNICATION :0 - :50 Ludwig Meier Cornejo. Director of MODELS USED IN THE MINING-ENERGY INDUSTRY IN PERU. WHY COUNTRIES NEED Institutional Relations and Corporate María del Carmen de la Flor. Project BRANDING TOO? Communication, Telefónica del Perú. Director, Comunica Consulting Group. Santiago Hinojosa. President and CEO, Burson-Marsteller in Latin CASE PRESENTATION RELATING TO THE BUSINESS America. A SMARTER WORLD: IBM’S NEW ENVIRONMENT AND TO SOCIETY VISION FROM A PERSPECTIVE OF - EXPERIENCES AT SIEMENS :50 - 7:0 INTEGRATED COMMUNICATIONS. Katarina Steinwachs. Corporate Carolina Carrillo. Marketing and Communication Manager for the Communication Manager for Peru, South American Region Ecuador, Bolivia, Uruguay and (except Brazil), Siemens. Paraguay, IBM. PANEL DISCUSSION PANEL DISCUSSION PANEL DISCUSSION INTERNAL AND EXTERNAL CRISIS MANAGEMENT. REPUTATION. COMMUNICATION. Moderator: Humberto Arnillas Moderator: Nigel Chism. Treasurer, Moderator: Claudia Herrera. Marketing Manager, National Mining, International Public Relations Association Executive Director, ECO Comunicaciones Oil and Energy Society – SNMPE. - IPRA. S.A.C. Perú. Panelists: Panelists: Panelists: - Andreas Adriano. Media Relations - Gabriel Ortiz de Zevallos. Executive - Carolina Carrillo. Marketing and Officer for Latin America and The President, Apoyo Comunicación Communication Manager for Peru, Caribbean, International Monetary Corporativa. 7:0 - 7:50 Ecuador, Bolivia, Uruguay and Paraguay, Fund - IMF. - Juan Carlos Molleda. Professor and IBM. - Katarina Steinwachs, Corporate Graduate Coordinator of the ˇˇ - Dejan Vercic. Founding Partner, Communication Manager for the Department of Public Relations, Pristop - Llubjana. South American Region University of Florida. - Gisella Rojo. Corporate Affairs and (except Brazil), Siemens. - Santiago Hinojosa. President and CEO, External Communications Manager, - María del Carmen de la Flor. Project Burson-Marsteller in Latin America. Nestlé. Director, Comunica Consulting Group. - Ludwig Meier Cornejo. Director of - Michael Okereke. President, Mike Institutional Relations and Corporate Okereke Consulting. Communication. Telefónica del Perú. - Luisa García. Partner and CEO for Peru and Central America, Llorente Cuenca. TIME WEDNESDAY 2, JUNE PRESENTATION OF A STUDY ON PUBLIC RELATIONS IN PERU PREPARED BY IPSOS APOYO. 09:00 - 09:5 Alfredo Torres. Executive Chairman, Ipsos Apoyo. Plenary session 3: STRATEGIC THINKING AND PLANNING IN PUBLIC RELATIONS THE CONTRIBUTION OF PUBLIC RELATIONS TO ORGANIZATIONAL STRATEGY AND GOVERNANCE. 09:5 - 09:0 James E. Grunig. Professor Emeritus, University of Maryland. THE IMPORTANCE OF STRATEGY IN EFFECTIVE PUBLIC RELATIONS. 09:0 - 0:5 Donald Wright. Professor, Boston University. PANEL DISCUSSION STRATEGIC THINKING AND PLANNING IN PUBLIC RELATIONS. Moderator: Gabriel Ortiz de Zevallos. Executive President, Apoyo Comunicación Corporativa. 0:5 - 0:50 Panelists: - Carlo Reyes. Image and Communications Manager, BBVA Banco Continental. - Daniela Maúrtua Briseño-Meiggs. Corporate Communications Coordinator - Bolivia, Ecuador, Peru, Siemens. - Donald Wright. Professor, Boston University. - James E. Grunig. Professor Emeritus, University of Maryland. 0:50 - :0 Coffee Break Plenary session 4: MANAGEMENT INDICATORS IN PUBLIC RELATIONSHIPS AND HOW TO MEASURE THEM OVERCOMING THE CHALLENGE OF MEASURING RESULTS IN COMMUNICATION. :0 - :55 Yanina Budkin. Senior Communication Officer for Chile, Paraguay and Uruguay, World Bank. PR INDICATORS - CONCEPT AND CHALLENGES REGARDING BRAND EQUITY IN THE 21st CENTURY. :55 - :0 Blanca Fullana. Associate Professor, Universidad Pompeu Fabra - Spain. DEVELOPING MEASUREMENT IN PUBLIC RELATIONS. WHAT DO WE NEED TO COMPETE? :0 - :05 ˇˇ Ana Tkalac Vercic. Associate Professor, University of Zagreb - Croatia. 7
  • 8. :00 - 5:00 Lunch PARALLEL ROOMS Room B: MANAGEMENT Room A: BRAND Room C: SOCIAL INDICATORS/RELATIONSHIP COMMUNICATION RESPONSIBILITY WITH THE MEDIA PANEL DISCUSSION CASE PRESENTATION SOCIAL RESPONSIBILITY. REACHING THE NEW LATIN MANAGEMENT INDICATORS. Larissa Grunig. Professor, 5:00 - 5:0 AMERICAN CONSUMER. Moderator: Luisa García. Partner and University of Maryland. Laura Schoen. Responsible CEO for Peru and Central America, of Operations in Latin America, Weber Llorente y Cuenca. Shandwick. Panelists: ˇˇ - Ana Tkalac Vercic. Associate Professor, University CASE PRESENTATION of Zagreb - Croatia. CASE PRESENTATION COCA COLA, THE HAPINESS - Blanca Fullana. Associate Professor, SAUDI ARAMCO CASE. FACTORY. Universitat Pompeu Fabra - Spain. Faisal S. Al Zahrani. Director of Media 5:0 - :00 Hernán Lanzara. Public Affairs and - Yanina Budkin. Senior Relations and Publications, Saudi Corporate Communication Manager, Aramco. Communications Officer for Chile, Trans Andean Franchise Unit, Paraguay and Uruguay, World Bank. Coca Cola. :00 - :0 Coffee Break CASE PRESENTATION IF MEDIA ARE IN SUCH CASE PRESENTATION PORK IS GOOD: A TERRIBLE DECLINE, FULL ESPECTRUM SUCESSFUL BRANDING WHY IS MEDIA ENGAGEMENT. CAMPAIGN. RELATIONS IN SUCH Olav Ljösne. Senior Deborah Charnes Vallejo, TERRIFIC DEMAND? Communications and Vice President and Public Gary Wells. Senior International Operations :0 - 7:00 Manager, Shell. Relations Director, Bromley Managing Director, :0 - :50 Communications. Dix Eaton. PANEL DISCUSSION PANEL DISCUSSION CASE PRESENTATION BRAND COMMUNICATION. RELATIONSHIP WITH THE COMPAÑÍA MINERA Moderator: Robinson Vélez. General MEDIA. ANTAMINA: DRIVING Manager, Burson-Marsteller Peru. Moderator: José Luis Patiño. THE SUSTAINABLE Analyst from the Economic DEVELOPMENT OF Panelists: :50 - 7:0 ANCASH. and Financial Information - Deborah Charnes Vallejo, Update, Radio Programas Pablo de la Flor. Vice Vice President and Public President of Corporate del Peru. Relations Director, Affairs and Environment, Bromley Communications. Panelists: Compañía Minera - Aldo Mariátegui. Director Antamina. - Hernán Lanzara. Public Affairs and Corporate Communication Manager, of Correo newspaper. CASE PRESENTATION Trans Andean Franchise Unit, Coca - Gary Wells. Senior CORPORATE Cola. Managing Director, REPUTATION: - Laura Schoen. Responsible of Dix Eaton. BACKUS CASE. Operations in Latin America, Weber - Gonzalo Zegarra. Executive 7:0 - 7:0 Fernando Hilbck. Shandwick. Director, Apoyo 7:00 - 7:50 Publicaciones. Corporate Affairs Director, - Raúl Vargas. News Director, Backus. Radio Programas del Perú. PANEL DISCUSSION SOCIAL RESPONSIBILITY. Moderator: Cecilia Rizo Patrón. Knowledge Manager Director, Perú 0. 7:0 - 8:00 Panelists: - Faisal S. Al Zahrani, Saudi Aramco. - Fernando Hilbck, Backus. - Olav Ljösne, Shell. - Pablo de la Flor, Compañía Minera Antamina. 8
  • 9. TIME THURSDAY 3, JUNE PARALLEL ROOMS Room A: COMMUNICATION Room C: COMMUNITY RELATIONS: CAREERS: WHAT IS THE HOW TO REACH CONSENSUS? APPROACH FOR THE FUTURE? COMMUNICATION CAREERS: WHAT IS CASE PRESENTATION THE APPROACH FOR THE FUTURE? PROMOTING SUSTAINABILITY IN INTEGRAL 09:00 - 09:5 09:00 - 09:0 PROJECTS - THE SOUTH INTEROCEANIC CASE. James Grunig. Professor Emeritus, University of Maryland. Jorge Barata. Representative in Peru, Odebrecht. CASE PRESENTATION CASE PRESENTATION CASE FROM UNIVERSIDAD DE PUBLIC RELATIONS IN THE EXTRACTIVE SAN MARTÍN DE PORRES: PUBLIC INDUSTRY - THE SOUTHERN PERU CASE. RELATIONS, A GLOBAL GLANCE. 09:0 - 09:55 Guillermo Vidalón. Vice President of the Image 09:5 - 09:55 Carolina Spell. Responsible for Public and Communication Committee, National Mining, Relations Department, USMP. Oil and Energy Society. Alicia Perea. Head of the Public Relations Unit from the Department of University Projection and Community Relations, USMP. CASE PRESENTATION SOCIAL CORPORATE RESPONSIBILITY: CASE PRESENTATION GENERATING CONSENSUS ON THE PUBLIC RELATIONS STUDIES IN SPAIN FROM 09:55 - 0:0 INDONESIAN UPSTREAM OIL GAS THE PERSPECTIVE OF THE NEW EUROPEAN ACTIVITIES. 09:55 - 0:5 SPACE IN HIGHER EDUCATION. Amir Hamzah. Vice President of External 5:0 - :00 Relations, BPMIGAS. Antonio Nogüero. Professor, Universidad Autónoma de Barcelona - UAB. PANEL DISCUSSION PANEL DISCUSSION COMMUNICATION CAREERS: WHAT COMMUNITY RELATIONS: HOW IS THE APPROACH FOR THE FUTURE? TO REACH CONSENSUS. 5:0 - :00 Moderator: Donald Wright, Professor, Boston Moderator: Juan Carlos Molleda. Professor and University. Post Graduate Coordinator of the Public Relations Panelists: Department, University of Florida. 0:5 - 0:50 - Alicia Perea. Head of the Public Relations Unit 0:0 - 0:50 Panelists: of EPU, USMP. - Amir Hamzah. Vicepresident of External - Blanca Fullana. Associate Professor, Universitat Relations, BPMIGAS. Pompeu Fabra, Spain. - Guillermo Vidalón. Vice President of - James Grunig. Professor Emeritus, University the Image and Communication Committee, of Maryland. National Mining, Oil and Energy Society - SNMPE. - Carolina Spell, Responsible for Public Relations - Jorge Barata. Representative in Peru, Department, USMP. - José Luis Ibarra. Communication and Foreign Odebrecht. Manager, Repsol Peru. 0:50 - :0 Coffee Break Plenary Session 5: SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATION :0 - :00 SOCIAL MEDIA: RE-WRITING THE RULES OF CORPORATE COMMUNICATION. Alberto Arébalos. Director of Global Communications and Public Affairs for Latin America, Google Inc. SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATIONS. :00 - :0 Leonardo Ortiz-Villacorta. Director of Public Affairs and Communications, Microsoft Corporation. PANEL DISCUSSION SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATIONS. Moderator: César Mauricio. Professor, Universidad de San Martín de Porres. Panelists: :0 - :5 - Alberto Arébalos. Director of Global Communications and Public Affairs for Latin America, Google Inc. - Leonardo Ortiz-Villacorta. Director of Public Affairs and Communications, Microsoft Corporation. - Mauricio Andújar. Director of Business Development and Strategic Planning, A-Perú. :5 - 5:00 Lunch Plenary Session 6: POLITICAL COMMUNICATION 5:00 - 5:5 POLITICAL COMMUNICATION AS BRAND COMMUNICATION? Harald Zulauf. CEO, Media Consulta. 5:5 - :0 THE NEW POWERS OF CITIZENS IN POLITICAL COMMUNICATIONS. Christophe Ginisty. Founder and Managing Director, Rumeur Publique. PANEL DISCUSSION POLITICAL COMMUNICATION. Moderator: Raúl Vargas. News Director, Radio Programas del Perú. :0 - :5 Panelists: - Christophe Ginisty. Founder and Managing Director, Rumeur Publique. - Harald Zulauf. CEO, Media Consulta. - José Elice Navarro. Executive Director, Reflexión Democrática. :5 - 7:5 Conclusions and closing ceremony 9
  • 10. Tuesday 1, June Plenary Session 1 THE POWER OF PUBLIC RELATIONS IN THE BUSINESS ENVIRONMENT THE POWER OF PUBLIC RELATIONS. This presentation will analyze the factors that contributed to the development of the discipline until its current status, as well as the challenges facing public opinion, authorities and consumer groups. The public relations areas that are being threatened will be mentioned as well as the need and the reason why their strategic role should be recovered, and their contribution to business success, illustrated through some Latin American cases. Examples will include some business factors that are addressed by public relations: The need companies and industries have to maximize their supply in the revival of a world economy that has been strongly impacted by global crisis. • The continuous evolution of CEO’s needs and objectives. • The opportunity of using “new” resources such as social networks to interact with the consumer • The collapse of reputation among important institutions (i.e. banks) Antonio Tamayo | Hill Knowlton Mexico President. Responsible for overseeing public relations services, especially in crisis management. He is the leader of HK’s Health and Wellness for Latin America. He has lead several regional communications and public relations initiatives for multinational companies in the food, health and consumer marketing industries. Antonio is co- founder and former president of the Mexican Professional Public Relations Agencies Association. Mr. Tamayo was Vice President of Bermudez Associates, a Los Angeles-based advertising, marketing and public relations company, specialized in the Hispanic market. CONNECTIONS: A PERSONAL AND PROFESSIONAL JOURNEY. Jon Higgins’ personal journey from a tiny U.S. town with just one stoplight to traveling the globe as Senior Partner, CEO International for Ketchum mirrors the incredible growth in reach and sophistication of the Public Relations industry itself. From the time, early in his career, when companies often treated PR as an afterthought, a mere adjunct to advertising, to now, when effective, refined communication is so central to every business strategy - and PR metrics often outperform advertising -Jon has experienced the transformation of the industry first-hand. What has not changed, he believes, is the simple power of connecting, whether with a handshake in some far-flung outpost of the industry (like Uzbekistan, where years ago Ketchum had the only PR office in the country), or digitally, with words and pictures sent anywhere on the planet at the speed of an electron. Jon will draw on his own story to take a broad, wide-ranging, and global look at Public Relations – an industry he believes is only beginning to tap its full potential. Jon Higgins | Ketchum Senior Partner and CEO International. He is responsible for overseeing all worldwide offices outside North America for Ketchum. Prior to assuming this role in 008, Jon was CEO of Ketchum in Europe, the Middle East and Africa (EMEA), covering offices in the United Kingdom, Germany, France, Spain and Italy. While CEO of Ketchum London, among the accolades the London office garnered included being named the U.K.´s fastest-growing top-tier agency in 00, being recognized by The Financial Times as one of the “UK´s 50 Top Great Places to Work” and being designated by PR industry pundit Paul Holmes as the “Best Place to Work in Europe”. After six years working with Ketchum in California, it became the number-one agency in the Bay Area. PANEL DISCUSSION PANELISTS THE POWER OF PUBLIC RELATIONS IN THE Antonio Tamayo | Hill Knowlton – Mexico BUSINESS ENVIRONMENT. President. Moderator Jon Higgins | Ketchum Gonzalo Zegarra | Apoyo Publicaciones Senior Partner and CEO International. Executive Director. Pedro Pablo Kuczynski Former Prime Minister of Peru. 0
  • 11. Tuesday 1, June Plenary Session 2 PUBLIC AFFAIRS AND INTEREST MANAGEMENT PLAYING TO WIN: WHEN POLITICS AND BUSINESS COLLIDE. Traditionally, business in Latin America has relied on its ability to persuade government insiders, but has doubted it could prevail on issues by obtaining popular support. However, today it is not just companies but even the government itself, ministers and presidents, that find it difficult to succeed on vital issues unless they create political constituencies, build networks and coalitions, generate rational and emotional intensity and frame the issues to win support from public opinion. The best corporate public affairs programs will increasingly apply the science of victorious electoral campaigns and the new methods of successful government innovators who win public policy battles. This lecture, based on 0 years in the region, explains this work. On controversial issues, businesses that cannot build a platform of outside support may find that even a friendly government will feel itself unable to do much to help them. Mark Klugmann Latin American Political Consultant and former White House official. Expert in strategic communications. In Latin America, he has advised six presidents. Previously, he served in the White House as speechwriter to U.S. Presidents Ronald Reagan and George H.W. Bush. He was Assistant Director of the White House Outreach Working Group on Central America. He was part of the White House communications team in two winning U.S. presidential campaigns. As a top campaign strategist in Latin America, where he has worked for twenty years, he used rigorous methodology to create cutting-edge election campaigns built on research, strategy, issues, media and message. He also helps governments to design and then win passage of major reforms such as social security modernization, monetary reform, land titling and property rights for the poor, major port reform, telecom modernization, and transparent, competitive privatizations. He has been a newspaper editorial writer, a U.S. Congressional staff member, a television producer in Chile, and the Director of the International Center for Pension Reform. INTEGRATING STRATEGIC COMMUNICATIONS WITH PUBLIC AFFAIRS: WHEN PUBLIC AFFAIRS, PUBLIC RELATIONS AND ISSUES MANAGEMENT CONVERGE. In today’s rapidly changing global business environment, good public affairs campaigns are rarely accomplished without good public relations. To resolve difficult issues and maintain trust and credibility with stakeholders, corporations and other organizations need to embed the values of collaboration, a commitment to engagement and transparency of their operations and practices. Also, organizations need to extend the scope of their relationships to include people, groups and governments that may not necessarily involve the company directly, but which ultimately affect the sustainability of the business. This presentation will identify what matters most when organizations employ successful communications, public affairs and issue management strategies. Robert W. Grupp | The Institute for Public Relations President. He is the CEO of his own international management consulting firm Grupp Global Partners LLC and past president of the International Public Relations Association (IPRA). He is an expert in international corporate communications, with 0 years of experience as a public relations and corporate communications consultant. PANEL DISCUSSION PANELISTS PUBLIC AFFAIRS AND Felipe Gutiérrez | Concertum INTEREST MANAGEMENT. Executive President. Moderator Mark Klugmann Charles Philbrook | Datum Internacional S.A. Latin American Political Consultant and former White House official. Director of Economic Studies. Patricia Teullet | COMEX Perú General Manager. Robert Grupp | The Institute for Public Relations President.
  • 12. Tuesday 1, June PARALLEL ROOMS Room A: INTERNAL AND EXTERNAL COMMUNICATION RETRO-AVANT-GARDE COMMUNICATION. WHAT PUBLIC RELATIONS CAN LEARN FROM ARTISTIC MOVEMENTS? Contemporary network organizations (innovative, knowledge-based and dynamic) are by their character closer to a communication agency with a small core (or none) of ‘traditional’ employees and numerable part-timers and self-employed creatives than to a bureaucratic organization with clearly defined positions and borders – what is inside and what is outside is becoming blurred. On top of that, social media are forcing formally regulated organizations like armies to think about how much of their internal communication is outside their ‘internal’ formal control (well beyond a traditional distinction between formal and informal communication). In business, as well as in government and non-governmental organizations, we are getting closer to organizing principles of social movements. The question therefore is: how close we are to arts and what can we learn from them? This is addressed as retro-avant- garde communication. ˇˇ Dejan Vercic | Pristop Founding partner. ˇˇ Dejan Vercic founded Pristop, communication management consulting firm based in Ljubljana, Slovenia. He is an Associate Professor for Public Relations at the University of Ljubljana. He has published over 00 articles, books, chapters, papers, and reports. His most recent book is “The Global Public Relations Handbook: Theory, Research, and Practice” (with K. Sriramesh, nd ed. 009 by Routledge). Verčič served, inter alia, as the chairman of the Research Committee of the IABC Research Foundation and as the President of EUPRERA (the European Public Relations Education and Research Association). He was awarded the Alan Campbell-Johnson medal given his outstanding service in international public relations, by the UK Chartered Institute of Public Relations. He holds a Ph.D. from the London School of Economics and Political Science (LSE). CASE PRESENTATION SUCCESSFUL COMMUNICATION Luisa García | Llorente Cuenca IN MULTI-COUNTRY PROJECTS. Partner and CEO for Peru and Central America. Multinational companies face specific challenges when Luisa García is partner and CEO for implementing their internal and external communication Peru and Central America of Llorente strategies: they must covey similar messages, or at least Cuenca, the leading communication based on the same key concepts, to audiences in markets consulting firm in Spain and Latin with different cultural values and characteristics. Taking into America. In her career in the account these particularities and tailoring communication company, she has directed regional plans to them must not contradict the international strategy, projects for clients such as BellSouth, but getting there requires a good knowledge of local realities. GSK, SABMiller or Telefónica and has Moreover, Internet has broken boundaries and no corporation advised clients on corporate, financial, crisis and product can afford to be perceived as inconsistent if it communicates communication. After working as a consultant of Llorente in an uncoordinated way in different countries. On the other Cuenca in Madrid, where she reached the position of hand, the risk of spreading a reputation crisis from one senior director, she moved to Panama to settle the market to another has increased, and reputation should now company’s operations in this country, which has become be consolidated globally, not only in the country of origin. The the foremost consultancy firm in Central America. In Peru, cases presented by Llorente Cuenca analyze different aspects where Llorente Cuenca is also leader in the market, she to consider when addressing these challenges successfully manages a team of forty professionals. Projects directed and some of the situations to consider in the multi-country by Luisa García have obtained international awards, management of communication. such as a mention of excellence in the IPRA Awards, SABRE Gold and several ANDA awards to Excellence in Communication.
  • 13. Tuesday 1, June COMMUNICATION Ludwig Meier | Telefónica del Perú IN TELEFÓNICA. Institutional Relations and Corporate Communication Director. Communication in Telefónica aims to reinforce its attributes He was appointed central manager of leadership, innovation, transparency, customer orientation, of Institutional Relationships of this social responsibility, and contribution to national development company in 00, after holding other through content generation, management of information management positions in Telefónica flow, the relationship with the media and the opening to new del Perú. He was State Minister in technologies. Along with the content in traditional formats, the Portfolio of Fishery during the corporate communication is taking on the challenges posed transition government, as well as by new media platforms and is moving towards an ever more Minister of the same portfolio from horizontal communication and dialogue with the various July 997 to December 998. He has been President interest groups. Internal communication, in turn, is a major of the Public Services Private Companies Association - factor in achieving the strategic objectives of the company, since ADEPSEP, currently the Association for the Promotion of a courageous and motivated collaborator is key to projecting National Infrastructure – AFIN, President of the Spanish a positive image and get the brand close to our customers. Chamber of Commerce – COCEP, second Vice President Internal communication is linked to external communication of CONFIEP, and president of the Crece-Peru Committee and seeks -through face to face meetings, corporate Intranet, of the same entity. He was in charge of different state email, magazines, newsletters and billboards, among other and public institutions, among which are the Commission media- that the staff is always informed on the course and for the Promotion of Peru – PromPerú, the National major decisions on the future of the company. Investments and Foreign Technologies Commission – CONITE, and the National Institute for the Defense of Competence and Intellectual property – INDECOPI. He studied law in Pontificia Universidad Católica del Perú and business administration in the Universidad de Lima. A SMARTER WORLD: IBM’S NEW Carolina Carrillo | IBM VISION FROM A PERSPECTIVE OF Marketing and Communication Program Manager for Perú, Ecuador, Bolivia, Uruguay and Paraguay. INTEGRATED COMMUNICATIONS. With six years of experience In a globally integrated society, we are at a challenging time as in IBM, Carolina has worked in an organization, which in turn represents a great opportunity. different positions, all within the The world is getting more intelligent and interactive. The area of communication until 009, question is what do we do with this? Thanks to our wealth of when she became responsible of resources, knowledge and experience, IBM provides individuals, internal, external and executive companies, institutions and governments worldwide, with communications. Carolina holds a tools and thoughts needed to build more intelligent systems bachelors degree in Communication to contribute to a better future. This is why, IBM shows from by Universidad de Lima and has a master’s degree in an integrated communication perspective, how it is reaching marketing by the ISM (Instituto Superior de Marketing) diverse audiences in order to add value to each of the needs from Barcelona, Spain. of various internal and external publics, making this the great corporate mission in the practice of public relations. PANEL DISCUSSION PANELISTS INTERNAL AND EXTERNAL Carolina Carrillo | IBM COMMUNICATION. Marketing and Communication Program Manager for Perú, Ecuador, Bolivia, Moderator Uruguay and Paraguay. Claudia Herrera | Eco Comunicaciones S.A.C. ˇˇ Dejan Vercic | Pristop Executive Director. Founding partner. Gisella Rojo | Nestlé Corporate Affairs and External Communications Manager. Ludwig Meier | Telefónica del Perú Institutional Relations and Corporate Communication Director. Luisa García | Llorente Cuenca Partner and CEO for Peru and Central America.
  • 14. Tuesday 1, June Room B: CRISIS MANAGEMENT THE CHALLENGES OF CORPORATE REPUTATION RISK AND CRISIS MANAGEMENT. Every corporate organization and Government is exposed to all kinds of reputation risk on a daily basis. We operate in an environment where corporate reputation is fragile and minor events such as a false rumor could trigger a major crisis for an organization or government. Most organizations around the world are still recovering from the crisis generated by the global recession. Bad corporate governance was identified as the key problem and as a result it is now on the spotlight. Most countries are now beaming their searchlight on Corporate Governance issues, fight corruption, bribery and terrorism. Risk management, issue management, management skills and Corporate Governance must be incorporated into the curriculum of the Public Relations career; training in corporate communication and media management is no longer enough. We must pay greater attention to preventive Public Relations as against curative Public Relations. Michael Okereke | Mike Okereke Consulting Ltd. Chairman. He is a member of IPRA. He is America ATLAS Award winner for life time achievement in International Public Relations Practice. He is Chairman of The Management School of London. Chairman of TMS International, Dubai. President of BEEC International, Ghana and Nigeria, and is a Council Member of ESUT Business School, Enugu State University of Science and Technology, Nigeria. He was named Public Relations Executive of the Year by the Faculty of Business Administration, University of Nigeria in 00. THE GLOBAL CRISIS AND THE NEW IMF. The global crisis has put the IMF back at the center of developments in the global economy, as the institution best-positioned to lead the economic cooperation among countries that proved fundamental to weather the financial storm. But the world has seen a different IMF over the last few years. For one side, the Fund adjusted its policies and revamped its credit lines to better serve its member countries. For another, it stepped up its communications efforts to become more accessible, transparent and responsive to the demands of a very vigilant global public opinion, and to the challenges of the -hour news cycle and the dynamics of the internet age and social media. Andreas Adriano | International Monetary Fund - IMF Media Relations Officer for Latin America and the Caribbean. IMF’s Media Relations Officer for Latin America and the Caribbean, managing relations with the press in over 0 countries in the Western Hemisphere. His responsibilities include communications planning for the Western Hemisphere Department, strategic advice to senior management on Latin America, outreach to lending countries and coordination with local authorities. He was until recently also the editor of the Fund’s “Morning Press” newsletter and head of the team responsible for global news monitoring and dissemination. Before joining the Fund in 005, he worked for Burson-Marsteller in public affairs campaigns, and was Manager of the technology practice for Edelman in Brazil. He had years of experience as a journalist covering global economy, international news, politics, business and arts, for publications such as Primeira Leitura, America Economia and Gazeta Mercantil in Brazil, as well as extensive collaboration with international publications. He has a Degree in Journalism from the Federal University of Parana, in Music from the Music and Fine Arts School of Parana, and a specialization in Economics from the Getulio Vargas Foundation. FROM THE MONOLOGUE TO CORPORATE DIALOGUE: EXPLORING COMMUNICATION MODELS USED IN THE MINING-ENERGY INDUSTRY IN PERU. The aim of this study is to explore the communication or relationship model or models mostly used in the energy, oil and mining sectors in Peru. This study is based in the typology of models proposed by J. Grunig, which have been extensively tested in many countries. This research also seeks to explore the existing relationship between the application of these models and certain cultural qualities related to communication professionals, such as the capacity to be empathic and the flexibility to take into consideration other points of view. This study contributes to systematize public relationships in Peru and to professionalize the discipline by addressing communication from a scientific perspective. Besides, it contributes to expand the body of knowledge of public relations by contributing with a multicultural and diverse perspective. 5
  • 15. Tuesday 1, June María del Carmen de la Flor | Comunica Consulting Group Project Director. She has over years of experience in consulting companies both internationally and domestically. At the present she is the main consultant of several local organizations among which is OSINEGMIN. She is frequently invited by the University of Houston and other international entities to discuss issues of intercultural communication. And her work has been exposed at various international conferences including the International Public Relations Research Conference organized by IPRA in march 00 and the International Conference of PRSA, Educator’s Academy in 009. Also, her work has been recognized with the Crystal Award in the category of public relations, which is the highest distinction awarded by the American Marketing Association to the best public relations programs implemented in the city of Houston, USA. She finished the GATF, Graduate Teaching Fellowship at the University of Houston. She has a Master in Communications and Public Relations from the University of Houston and a degree in Psychology from the Pontificia Universidad Catolica del Peru. RELATING TO THE BUSINESS ENVIRONMENT AND TO SOCIETY - EXPERIENCES AT SIEMENS The conference presents the context of the multinational company Siemens, a German integration technology company. Its features require a specific corporate communication strategy, both for the marketing support of manufacturing sectors towards their corporate clients and public, as for their relation with communication media and stakeholders in the surrounding environment. This environment is at the same time local, regional and global. Having a solid structure and communication strategy was an important factor for the management of corporate communication in the crisis faced by the company some years ago and for its recovery. Communication experiences of this stage will be presented, as well as Siemens’ integral communication. Katarina Steinwachs | Siemens Corporate Communication Manager for the South American Region (except Brazil). She is Corporate Communication Manager for the South American Region (except Brazil) of the German multinational Siemens and is also Executive Director of the Siemens Foundation. From 000 to 009, she worked as Executive Director for the German-Colombian Chamber of Industry and Commerce and the German- Ecuadorian Chamber of Industry and Commerce. During 999, she was Professor of International Management from Universidad Santiago de Cali and was Advisor for the development of international relations at the university level. She studied Linguistics in the University of Leipzig (Germany). She has an MBA (MScEcon) from the University of Wales (United Kingdom) and postgraduate studies on East Asian Business and International Relations from University of Sheffield, United Kingdom. PANEL DISCUSSION PANELISTS CRISIS MANAGEMENT. Andreas Adriano | International Monetary Fund - IMF Moderator Media Relations Officer for Latin America and the Caribbean. Humberto Arnillas | National Mining, Oil and Energy Katarina Steinwachs | Siemens Society – SNMPE Corporate Communication Manager for the South American Region (except Marketing Manager. Brazil). María del Carmen de la Flor | Comunica Consulting Group Project Director. Michael Okereke | Mike Okereke Consulting Ltd. Chairman. Room C: REPUTATION IDENTITY, AUTHENTICITY AND REPUTATION: THE DYNAMIC TRIAD. Today, publics are engaged in multiple interactions with various organizations. Consequently, attention has become a commodity for public relations and communication management. The chances to truly engage stakeholders and achieve consistency between what organizations are and how they are perceived are scarce. There is a greater demand for organizations to be more strategic in developing, communicating and evaluating their identities. Public relations professionals should be in control when identifying opportunities to involve publics with actions, stories and tactics that capture the authentic character of their organizations. A proposed index of authenticity will be introduced to guide this process. When an organization achieves a solid identity supported by proven authenticity claims, its reputation is likely to be consistent with the organization’s essence. Strong identity and authenticity platforms should be guided by reputational attributes. The interest and expectations of publics, therefore, should determine the emphasis on certain reputational attributes in the planning, implementation and evaluation of public relations and communication techniques and efforts. Juan Carlos Molleda | University of Florida Professor and Graduate Coordinator of the Department of Public Relations He is also the 00-0 vice chair of the International Communication Association’s Public Relations Division. Founding member of the Institute for Public Relations Commission on Global Communication Research, and co-owner of Latin Hispanic Strategic Communications. He is a member of the editorial board of the International Journal of Strategic Communication, Journal of Communication Management, Journal of Public Relations Research, and Public Relations Review. He holds a Ph.D. in mass communication with an emphasis on international public relations and international business from the University of South Carolina (U.S.).
  • 16. Tuesday 1, June INTERNATIONAL MODELS FOR MANAGING REPUTATION AND PERUVIAN DATA: DO THEY FIT? The international business sector has become increasingly aware of reputational risks, as well as how reputation contributes to the long-term value of any firm. Not only do sound economic arguments exist to justify why good reputation transforms into economic value for shareholders, but empirical studies have confirmed it, for example, when firms with a solid reputation have faced better responses in stock prices after facing a crisis than those without it. The benefits of caring for a firm’s reputation are clear and sound. How to do it is a separate issue and might be different in different countries. Reputation drivers that have been identified for large, developed markets as the U.S. or Europe may have little relevance for small developing countries. Hence, managers in a global economy face the difficulties of complying with international standards and understanding the logic of the specific markets where they operate. Managing reputation locally might be quite demanding. Models of reputation management will be compared with available Peruvian data to analyze how much they fit and generate discussions about sound reputation managing practices in developing countries. Gabriel Ortiz de Zevallos | Apoyo Comunicación Corporativa Executive President. He has advised a wide range of companies in topics related to corporate communication, reputation, social responsibility and crisis management. He has chaired Instituto Apoyo since 995, an NGO associated to the Apoyo Group, currently dedicated to improve the quality of education. He has conducted a diversity of studies and consultancies about the Peruvian public sector financed by cooperation agencies. He has been member of the Board of the Economic and Social Research Consortium (998-000), director of the Peruvian Business Administration Institute (997-999) and of the Room of Free Competence from the Indecopi Court (99-00). Economist from Pontificia Universidad Católica del Perú, with a master’s degree on public administration from the John F. Kennedy School of Government from the University of Harvard. WHY COUNTRIES NEED BRANDING TOO. Many destinations are willing, but far fewer are ready and able to promote themselves internationally. Santiago Hinojosa, CEO of Burson-Marsteller Latin America, offers a checklist to gauge whether the time is right: how to find out what (really) sets your destination apart from others, make your country’s government officials and private sector executives more promotion-focused, decide if your destination needs a strategic communications partner… and how to find the right one, differentiate between a visual identity (logo and slogan) and a promotional strategy, differentiate between institutional and promotional communications, coordinate communications among ministries, countries and between the public and private sector to maximize country promotion efforts, and leverage technology, particularly video, online surveys, social media sites and a strong Web site, in destination promotion. Santiago Hinojosa | Burson-Marsteller Latin America President CEO. Santiago was Bozell Worldwide Managing Director for Latin America and he served as Regional Managing Director for DMBB Americas in Mexico. He worked with clients such as Procter Gamble, Mars, Coca- Cola, General Motors, Philips, Bancomer, among others. He spent 7 years with McCann-Erickson Worldwide working in Puerto Rico, Brazil, Peru, Chile, and Mexico. He holds a Masters Degree in International Business from Thunderbird, The Garvin School of International Management and a Bachelor of Arts degree from The University of Texas at Austin. PANEL DISCUSSION PANELISTS REPUTATION Gabriel Ortiz de Zevallos | Apoyo Comunicación Corporativa Moderator Executive President. Nigel Chism | International Public Relations Juan Carlos Molleda | University of Florida Association - IPRA Professor and Graduate Coordinator of the Department of Public Treasurer. Relations. Santiago Hinojosa | Burson-Marsteller Latin America President CEO. 7
  • 17. Wednesday 2, June PRESENTATION OF A STUDY ON PUBLIC RELATIONS IN PERU PREPARED BY IPSOS APOYO. Universidad San Martin de Porres requested a quantitative research to Ipsos Apoyo Opinión y Mercado to assess the state of public relations in the major private companies, public agencies and consultants of our field. To this end, 0 surveys were conducted for each of the segments; the sample was distributed proportionally according to the universe of respondents. The surveys were conducted between October th and December nd, 009. Alfredo Torres | Ipsos Apoyo Executive Chairman. Executive Chairman of Ipsos Apoyo Opinión y Mercado S.A. He is member of the Group of consultants of El Comercio newspaper. He received the Elisabeth Nelson award granted by the World Association for Public Opinion Research (WAPOR) for a research presented at the Annual Conference of WAPOR. He has also received the ANDA Grand Award 00 for his recognized career and important contribution to the Industry of Communication. He attended the CEO program of the Kellogg School of Management at Northwestern University. He holds a degree in Business Administration from Universidad del Pacífico. Alfredo has a master in Latin American studies with specialization in political science from Stanford University and has taken the Advanced Management Program (PAD in Spanish) of Universidad de Piura. Plenary session 3 STRATEGIC THINKING AND PLANNING IN PUBLIC RELATIONSHIPS THE CONTRIBUTION OF PUBLIC RELATIONS TO ORGANIZATIONAL STRATEGY AND GOVERNANCE. Public relations should be more than a messaging, publicity, media relations, or marketing support function. The public relations function should be the management discipline responsible for identifying stakeholders and building relationships with them; giving stakeholders a voice in corporate governance; mitigating issues and crises; and, therefore, helping the organization build an intangible, nonfinancial, asset. This presentation describes how researchers have built a theoretical framework that explains the value of the communication function, defines the role of public relations in strategy, and provides tools and measures that communication professionals can use in strategic management. It also explains why relationships are intangible assets that reduce costs, increase revenue, and reduce risk and explain why some organizations have better reputations than others. James E. Grunig | University of Maryland Professor Emeritus. He is considered the Father of Modern Public Relations and the most prestigious university professor of this discipline. Author of more than a hundred Public Relations articles and research papers, the most renowned of which is “Public Relations Direction”, a reference book for the leading professionals of world entrepreneurial communication. THE IMPORTANCE OF STRATEGY IN EFFECTIVE PUBLIC RELATIONS. Professor Wright’s remarks will briefly refer to the history and evolution of public relations during the past half-century and its growth and development from a media-relations dominated advertising and press agencies into the strategic communication management role that exists for public relations today in many of the world’s most successful organizations. Several recent case study examples will be used to explain this growth and development. These remarks will also incorporate recent research by the distinguished Arthur W. Page Society in the United States that has examined why the CEOs of many leading companies are advocating a more strategic policy and planning role for the chief public relations officer. 8
  • 18. Wednesday 2, June Donald Wright | Boston University Professor. Corporative Communication Consultant and past president of the International Public Relations Association (IPRA). For over 0 years, he has worked as a college professor, and, for over 0 years, with as editor and director for companies, public relations agencies, and different newspapers. PANEL DISCUSSION PANELISTS STRATEGIC THINKING AND PLANNING IN Carlo Reyes | BBVA Banco Continental PUBLIC RELATIONSHIPS. Image and Communications Manager. Moderator Daniela Maúrtua Briseño-Meiggs | Siemens Gabriel Ortiz de Zevallos | Apoyo Comunicación Corporativa Corporate Communications Coordinator - Bolivia, Ecuador, Peru. Executive President. Donald Wright | Boston University Professor. James E. Grunig | University of Maryland Professor Emeritus. Plenary Session 4 MANAGEMENT INDICATORS IN PUBLIC RELATIONS AND HOW TO MEASURE THEM OVERCOMING THE CHALLENGE OF MEASURING RESULTS IN COMMUNICATION. The challenge of measuring results is present on a daily basis in the interaction with the different departments we work with. The World Bank shows its methodology to elaborate result-oriented communication strategies that have been successfully applied in Latin America and the Caribbean and copied by governing agencies within the region and also by other regional development banks. This methodology highlights the possibility of identifying short, medium, and long term goals, and provides a logical framework from which to measure results in communication. Used in our region for over years, the methodology enables the implementation of measurable communication plans with a clear identification of human and material resources. Yanina Budkin | World Bank Senior Communication Officer for Argentina, Chile, Paraguay and Uruguay. Her responsibilities include development of communication strategies for these countries, targeting audiences such as governments, civil societies, business communities, media, key opinion leaders and academics. She was Marketing Manager and Healthcare Practice for Burson Marsteller, Argentina, Chile, Paraguay and Uruguay. She worked with clients such as ATT, Aventis, Beiersdorf, Celsam Argentina and Uruguay, Johnson Johnson Medical, Kimberly Clark, Motorola, Nickelodeon, Revlon. She has a master of arts of communication management from the University of Southern California, and also holds a master on public administration from the Kennedy School of Government from Harvard University. PR INDICATORS - CONCEPT AND CHALLENGES AROUND 21ST CENTURY’S BRAND EQUITY . Since the invention of the World Wide Web (Internet) and the globalization of the economy at the end of the last century, the context of corporate communications in the business of today has changed radically. Communication strategies to reach any type of target group have the challenge to anticipate stakeholders’ interests, adapt the visual and language content of messages, build brand content on top of product content, and be ready to generate participation, feedback and response. In this environment, defining and living by brand values corporate ethics becomes key indicators of a company’s overall equity. Thus, the new asset to measure is Brand Equity, bringing PR strategies to perform specifically over the Return On Equity rather than the Return On Investment. Blanca Fullana | Universitat Pompeu Fabra Associate Professor. She has 5 years of agency experience, the last 0 at Edelman, managing the company in Spain, the first world wide independent agency since 00. Her professional experience includes 5 years at Weber Shandwick. Her interest and reputation lie on the strategic 0 degree view and approach of communications, making PR an essential aspect in building brand equity of businesses, products and institutions. Blanca Fullana is also speaker and lecturer at various locations including the University Diego Portales in Santiago de Chile. 9
  • 19. Wednesday 2, June DEVELOPING MEASUREMENT IN PUBLIC RELATIONS. WHAT DO WE NEED TO COMPETE? Standardized measurement (or the lack of it) in public relations has been one of the reasons why this profession has trouble keeping up with some of the other disciplines. As we stated in our recent book: “…a common measurement tool for doing research in public relations practice is the “eyes and ears” method – talking to an unsystematic selection of members of the public or media, reading some reports and drawing conclusions on the basis of these reports, or listening to solicited or unsolicited feedback from superiors or members of a public ˇˇ ˇˇ without systematically planning the research or analyzing the results” (Van Ruler, Tkalac Vercic Vercic, 008). It is becoming more and more obvious that only the development of standardized measurement procedures is going to raise the bar and help the profession move forward. How can this ambitious goal be achieved? There are a various important steps in this process like including methodological courses in public relations curriculums and offering standardized tools to the profession. What type of measurement and instruments should public relations focus on? ˇˇ Ana Tkalac Vercic | University of Zagreb – Croatia Associate Professor. She is visiting professor in the Italian Universita della Svizzera, one of the leading communication institutions. In 00, she received a Ph.D. at the University of Zagreb and became the first public relations academic with a Ph.D. in Croatia, introducing undergraduate and graduate courses in the area of public relations. In 00, she was a Fulbright scholar working under the mentorship of James E. Grunig. She co-edited “Public Relations ˇˇ Metrics: Research and Evaluation” with Betteke van Ruler and Dejan Verčič. She is also a recipient of the CIPR Diploma and a qualified CIPR lecturer, as well as the director for the CIPR program in Croatia. PARALLEL ROOMS Room A: BRAND COMMUNICATION CASE PRESENTATION REACHING THE NEW LATIN Laura Schoen | Weber Shandwick AMERICAN CONSUMER Responsible for operations in Latin America. She joined the company in 000 and This presentation will discuss the new class of consumers built the firm’s powerful worldwide emerging in Latin America and their need for tailored healthcare operations as president of communications programs. This new consumer segment global healthcare. Her clients include is often called the “C D classes” - coming largely from a United Technologies, Citigroup, Pfizer, struggling socioeconomic population segment that has been Eli Lilly and Procter Gamble. She positively impacted by the region’s economic transformation. worked for Burson-Marsteller (98- Aided by improvements in education, this group now has 99) and for Euro RSCG (99-000). access to better jobs, improved health and sanitation conditions and they aspire to a middle-class lifestyle. Empowered by At Burson-Marsteller, she managed the start up of the the popularity of mobile technology and internet access, company’s operations in Mexico, which represented the this group is able to voice their preferences and more and Mexican government throughout the NAFTA negotiations more are becoming powerful consumer and brand advocates spending 50-75% of their disposable income on consumer products. From electronics to fast food, the new Latin American consumer has specific needs and purchasing habits. The new picture of the Latin American consumer market includes a dominance of households led by women, smaller families, and a higher concentration of purchasing power in metro areas. As public relations professionals, we need to understand the considerable cultural and socioeconomic changes which impact communications strategies to support the successful marketing of products in the region to this new consumer base. 0
  • 20. Wednesday 2, June COCA-COLA, THE Hernán Lanzara | Coca-Cola Trans Andean HAPPINESS FACTORY Franchise Unit Public Affairs and Corporate Communications We made a product, we offer a comprehensive portfolio of Manager. products, but we work to offer more to our consumers. Our mission: to refresh the world; inspire moments of optimism and He is in charge of External Affairs for happiness; and create value and make a difference. This mission Peru, Bolivia, Paraguay and Uruguay. is enduring and has not changed fundamentally; instead, we’ve He has years of expertise managing simplified it to make it more memorable. “Happiness,” is part inter-institutional relations with the of our heritage and fundamental to our new global campaign Government, the private sector and for the Coca-Cola brand. first-level companies and business organizations, national and foreign; corporate image, communications and media relations. He is President of the Commission of Public Relations of National Association of Advertisers of Peru (ANDA). He has Law International Relation Studies with Specialization in International Law, International Trade, Economic Integration, Economic Cooperation and Strategic Planning in Lima, Rio de Janeiro, Buenos Aires, and Atlanta. PORK IS GOOD: Deborah Charnes Vallejo | Bromley Communications A SUCCESSFUL BRANDING Vice President and Public Relations Managing Director. CAMPAIGN Her responsibilities include strategic development of communications Back before the days of this Fast Food Nation, American plans and implementation of public kids lunched on hot dogs and bacon, lettuce and tomato relations programs geared primarily sandwiches. As they reached maturity, they didn’t stop eating toward U.S. Latin markets. the kid favorites, but they tended to prefer finger-licking plates With 5 years in the multi-cultural of barbecue ribs. In Latin America, the flavor of pork was an communications area, she has essential ingredient or piece de la résistance since the arrival managed programs throughout Latin of the Spaniards. From Lechon Asado to Chicharrones to mole America and the United States for a wide variety of blue verde pork was king in the Latin kitchen. However, south of the chip clients, including McDonald’s, Burger King, Western Rio Grande, enjoying the aroma and taste of the pork-infused Union, ATT, Federal Express, Delta Air Lines, Nike, Texaco, comfort foods could mean losing a bit of the comfort due to the Choice Hotels, Nestle, General Mills, Miller Brewing and quality of the pork. Hundreds or even thousands of miles away Coors Beer, and numerous pharmaceutical houses. She from their homelands, many U.S. Latino consumers still clung attended the National Autonomous University of Mexico to the old notion of the plump pink pig as the black sheep of and earned a bachelor’s degree from the University meats. Bromley Communications and the National Pork Board of Illinois-Urbana. She is a contributing author of two set out to debunk the myths. Through a branding campaign, university public relations textbooks, and has been a “El Cerdo es Bueno”, the overall communications goals were judge of the International Public Relations Association’s to highlight pork as a nutritious dining centerpiece and meal Golden World Awards for six consecutive years. planning option, showcase versatility and ease in preparation and encourage more frequent consumption of pork. Objectives were to generate awareness and trial, and develop advocacies and retail tie-ins. The strategy was to be synergistic with the overall marketing plan and to maximize existing initiatives and assets of the Consejo de la Carne de Cerdo. PANEL DISCUSSION PANELISTS BRAND COMMUNICATION. Deborah Charnes Vallejo | Bromley Communications Moderator Vice President and Public Relations Managing Director. Robinson Vélez | Burson-Marsteller Perú Hernán Lanzara | Coca-Cola Trans Andean Franchise Unit General Manager. Public Affairs and Corporate Communications Manager. Laura Schoen | Weber Shandwick Responsible for operations in Latin America.
  • 21. Wednesday 2, June Room B: MANAGEMENT INDICATORS / RELATIONSHIP WITH THE MEDIA PANEL DISCUSSION PANELISTS MANAGEMENT INDICATORS. ˇˇ Ana Tkalac Vercic | University of Zagreb – Croatia Moderator Associate Professor. Luisa García | Llorente Cuenca Blanca Fullana | Universitat Pompeu Fabra Partner and CEO for Peru and Central America. Associate Professor. Yanina Budkin | World Bank Senior Communication Officer for Argentina, Chile, Paraguay and Uruguay. IF MEDIA ARE IN SUCH TERRIBLE DECLINE, WHY IS MEDIA RELATIONS IN SUCH TERRIFIC DEMAND? News media are not in a state of decline. But some are in a serious state of decay. The business model of many media, which began to change long before the arrival of aggregators, bloggers and Twitter, is a problem. It is not the biggest problem. The content model is the real problem. Media cheapened the content, providing only what made them money. The emergence of aggregators revealed flaws in the model. If does not matter what new channels media use – online editions, social networks, reporter blogs, video reports – if the media don’t give people what they really want. So the business model will be irrelevant until the media solve the content problem. But some are prospering. Financial wire services provide deep analysis of geographic markets – such as South America – and corporate executives and investment houses pay well for these insights, which they need to make sound decisions. Other media are starting to succeed, too, with a specialized, segmented focus – for example on politics, sports and other content for which people are willing to pay. The content model is slowly changing, again becoming relevant. This is why media relations, after all these years, continues to be in terrific demand around the world. And here is what you need to know about this new content model, from every corner of the world, in order to succeed. Gary Wells | Dix Eaton Senior Managing Director. Wells established a network that is unique to Dix Eaton of communications agencies around the world, with some 75 agencies in 50 nations. He is a past chairman of the International Public Relations Network. Mr. Wells is a member of the National Press Club, Overseas Press Club of America, National Investor Relations Institute and International Public Relations Association. The Dix and Eaton team works with media around the world, building relationships with the most important business in key markets in Asia, Europe and more. This approach regularly results in stories about client organizations in such key media as CNBC, Financial Times, ICIS Chemical Business,, The Wall Street Journal, The New York Times, Business Week, EDN, The Times of London, CNN, and many others. PANEL DISCUSSION PANELISTS RELATIONSHIP WITH THE MEDIA Aldo Mariátegui | Correo newspaper Moderator Director. José Luis Patiño | Radio Programas del Peru Gary Wells | Dix Eaton Analyst from the Economic and Financial Information Update. Senior Managing Director. Gonzalo Zegarra | Apoyo Publicaciones Executive Director. Raúl Vargas | Radio Programas del Perú News Director.
  • 22. Wednesday 2, June Room C: SOCIAL RESPONSIBILITY SOCIAL RESPONSIBILITY This presentation positions social responsibility as an integral part of the strategic management of organizations. It explains the role of public relations professionals in the process of helping manage relationships with stakeholders. In so doing, it takes corporate social responsibility (CSR) beyond mere charitable contributions—also differentiating it from branding, image, and reputation. It explores major approaches to CSR, including sustainability and alignment with organizational strategy. It lists what professional associations can and should do to support their members’ CSR efforts. Perhaps most important, it establishes the link between responsibility and profitability. As companies increasingly do business across cultures and across borders, this “double bottom line” becomes increasingly critical to their long-term viability. The presentation compares trends in the West and in the East and concludes with the challenges facing CSR efforts around the globe. Larissa Grunig | University of Maryland Professor. Author of the book “Women and Public Relations, how genre influences the practice” and co-author of some research papers published by James E. Grunig. As an advisor, she has worked with companies such as Marriott, IBM, Fleishman-Hillard Public Relations, Mobil Oil Corporation, American Airlines, Enel (the Italian energy company), Continental Telephone Service Corporation, DynCorp, among other big American companies.
  • 23. Wednesday 2, June CASE PRESENTATION SAUDI ARAMCO CASE. Faisal S. Al Zahrani | Saudi Aramco Director of Media Relations Publications. Mr. Al-Zahrani will approach his presentation on Corporate Social Responsibility by concentrating on CSR development in Saudi Arabia from Saudi Aramco’s perspective since Saudi Aramco has been and He is an active member and high level continues to be responsible for much of the CSR activities in the officer in many international societies Kingdom of Saudi Arabia. He will begin with the company’s legacy and organizations which include the programs of corporate citizenship, how Saudi Aramco, as a company, Society of Organizational Learning was instrumental in developing the Kingdom’s infrastructure - roads, (SOL), the Arabian Society for Human schools, hospitals and the like -, the pioneering role of the company Resources Management (ASHRM) in the country’s industrialization, and the move to exponential time as and Toastmasters International the company transitions to the st Century and toward a knowledge- based economy by helping developing institutions that help the Organization. In 00, he joined Saudi Aramco Public Kingdom transform into the knowledge age. Then he will discuss Relations department and worked as Director of Saudi Aramco’s CSR strategy and approach to ensure the company Exhibits and Public Activities and currently serves as is concentrating on programs that have the greatest impact. Next he Director of Publications and Media Relations. He also will discuss specific programs Saudi Aramco is implementing today served as Assistant to Vice President, as a Performance and plan for the future. And he will conclude with the company’s CSR philosophy and citizenship strategy. Saudi Aramco has a very proud Improvement Consultant, and as Director of Continuing history of citizenship programs and these programs are changing Excellence Department. He is a member of IPRA since and evolving based on the shifting needs of the stakeholders, and 00, and president of IPRA Gulf Chapter covering the Kingdom at large. The company’s citizenship strategy includes Kuwait, United Arab Emirates, Bahrain, Oman, Qatar and the need to create high-impact and sustainable solutions, building Saudi Arabia since 008. He is a professional engineer. on established strengths, the alignment with its business strategy and stakeholder goals. That is how it ensures cost-efficient programs through a rigorous streamlining process, and the optimization of these programs through partnership and volunteerism. This citizenship strategy provides Saudi Aramco with an opportunity to broaden and deepen its positive impact on the Kingdom and the world by bringing the best the Company can offer. FULL SPECTRUM Olav Ljösne | Shell ENGAGEMENT. Senior Manager, Communications, International Operations. The following topics will be discussed: Before this position, he was Regional - Energy expectations: role of governments and Communications Director in Africa, international organizations based in Lagos, Nigeria for five - In other parts of the world – different challenges years as part of his 0 years career - Risk – non technical, non financial – pitfalls for industry in Shell. He was based in den Haag, - Dealing with exceptions Stockholm, London and Oslo. He has - New partnerships and new ways of operating been engaged in projects and works in - The social responsibility balance most parts of the world. Before Shell, - Transparency and Human Rights he served as a diplomat at Norwegian Embassies in Iraq, Saudi Arabia and Iran, and has also worked with relations to the United Nations. His career also covers journalism and full time politics in Norway and internationally. He holds university degrees in political science, law, social science and Arabic language. He has been a council member of IPRA for three years and leader of the swedish IPRA group COMPAÑÍA MINERA ANTAMINA: Pablo de la Flor | Compañía Minera Antamina LEADING THE SUSTAINABLE Vice President of Corporate Affairs. DEVELOPMENT OF ANCASH. He is the current Vice President of Corporate Affairs and Environment at the Compañía Minera Antamina, where One of the most successful corporate responsibility cases in he is also responsible of the area of the mining industry is that of Compañía Minera Antamina. community relations and manager Throughout the last four years, the company has destined of the Antamina Mining Fund. Before more than US$00 million for the implementation of different his current position, he acted as vice initiatives focused on improving the quality of life of the minister of Foreign Trade and headed poorest populations in Ancash. It has set strategic alliances with renowned experience for the successful implementation the negotiation of free trade agreements of Peru with the US, of its project portfolio. Through an agreed-upon work with the Thailand, Singapore, EFTA, Mercosur, Mexico and Chile. He public sector, the company has contributed to the reduction has been a consultant to different international organizations of chronic child malnutrition, expand the coverage of basic and article writer for different news media. He followed Ph.D services, improve the quality of education, and promote local studies on political economy in the University of Chicago self-development and capacity building. and holds two masters degrees on Public Administration (Harvard) and International Affairs (Yale).
  • 24. CORPORATE REPUTATION: Fernando Hilbck | Unión de Cervecerías Peruanas Backus y Johnston BACKUS CASE. Corporate Affairs Director. The construction of a company’s reputation is today an He is Corporate Affairs Director intangible asset of great value to the business. In Backus, of Unión de Cervecerías Peruanas we have been working very proactively to strengthen our Backus y Johnston and Executive reputation through various strategies and tools that allow us Director of the Backus Foundation. He to strengthen ties with our stakeholders in order to position is in charge of leading relationships ourselves as a leading, successful, and reliable company with the different interest publics committed to the development of Peru and its people. To hold of the company, of external this position ensures the sustainability of our business. communications and relationship with the media. In 989, he entered Corporación Backus S.A., as Deputy Planning Manager until 99, when he was appointed Deputy Administration Manager. In 997, he was promoted as Manager of Institutional Relationships and afterwards as Corporate Affairs Director and Executive Director of the Backus Foundation. He holds a degree on Economy from Universidad del Pacífico and is a candidate for a Masters degree on Strategic Management from Universidad de León, Spain. PANEL DISCUSSION PANELISTS SOCIAL RESPONSIBILITY. Faisal S. Al Zahrani | Saudi Aramco Moderator Director of Media Relations Publications. Cecilia Rizo Patrón | Perú 2021 Fernando Hilbck | Unión de Cervecerías Peruanas Backus y Johnston Knowledge Manager Director. Corporate Affairs Director. Olav Ljösne | Shell Senior Manager, Communications, International Operations. Pablo de la Flor | Antamina Mining Company Vice President of Corporate Affairs and Environment. Thursday 3, June PARALLEL ROOMS Room A: COMMUNICATION CAREERS COMMUNICATION CAREERS: WHAT IS THE APPROACH FOR THE FUTURE? Research conducted by scholars throughout the world shows that public relations professionals of the future will require knowledge and expertise related to a strategic management approach to public relations rather than, or in addition to, a symbolic, interpretive approach. Successful professionals will require deep knowledge of management, their own organization, and the environment and issues affecting that organization. They must understand and use research as part of their public relations work. They will require expertise related to research, policy and issues, organizational governance, stakeholder relationships of all management functions, globalism, and digital media. And, they should possess the ability to counsel management about values, ethics, and social responsibility. This presentation will discuss how university educational programs in public relations can prepare future professionals for this role, the research needed to develop such a body of knowledge, and how professional associations can supply the continuing education professionals will require. James E. Grunig | University of Maryland Professor Emeritus. He is considered the Father of Modern Public Relations and the most prestigious university professor of this discipline. Author of more than a hundred Public Relations articles and research papers, the most renowned of which is “Public Relations Direction”, a reference book for the leading professionals of world entrepreneurial communication. 5
  • 25. Thursday 3, June CASE PRESENTATION USMP CASE: PUBLIC Alicia Perea | USMP Head of the Public Relations Unit from the Department RELATIONS, A GLOBAL of University Projection and Community Relations. APPROACH. She has more than years of experience in the areas of On this multimedia tool, the user will be able to find relevant Public Relations, Marketing and information about the discipline through the vision of the Communication Media. She has main Public Relations theorists worldwide. At first, several been coordinator of institutional definitions of Public Relations will be presented, as well as data development projects and manager about the research, planning, and evaluation process used to of Communication Plans and build effective strategies. To continue with the theory, there Corporate Communication strategies will be concepts provided by leaders about the profile of the of important multinational companies Public Relations expert, and some of the most important areas related to technology, consumption and advertising of this subject and their field of work will also be mentioned. such as Samsumg Electronics, Cisco Systems, Intralot Those who take a look at this tool will have the chance to get de Perú and A Group. She holds a diploma on business to know the point of view of the students of the School of administration and business management. She is a marketing specialist from Centro de Negocios Centrum Communication Sciences, Tourism, and Psychology of IX and X from Pontificia Universidad Católica del Perú, with studies semester from Universidad de San Martín de Porres, regarding on corporate communication strategies, institutional the future of Public Relations. At the end, an academic image and social corporate responsibility. She is a social proposal that will allow experts in public relations of today and communicator from Universidad Católica de Santa Maria. tomorrow to have an education based on current needs and requirements will be presented. Carolina Spell | USMP Responsible for Public Relations Department. She was an area director in Burson- Marsteller for six years. Some of the clients she advised include: BayerScheringPharma, AstraZeneca, Bristol Myers Squibb, Baxter, Tetra Pak, Amway, Ministry of Social Protection, Wyeth Consumer Healthcare, and Allergan-Botox. She also worked as Public Relations director in the Dialog division of Publicis Colombia representing Fleishman Hillard, where she developed important success cases for companies such as Mattel, Nestlé, Avaya, Movistar, Renault, Totto, and the Ministry of Environment, among others. She is a social communicator and journalist from Universidad Politécnico Grancolombiano in Bogota, Colombia. She has completed diploma courses in the following areas: communication management, social corporate responsibility, journalism, public policies and public relations. PUBLIC RELATIONS STUDIES IN Antonio Nogüero | Universidad Autónoma de Barcelona SPAIN FROM THE PERSPECTIVE Professor. OF THE NEW EUROPEAN SPACE President of the European Public IN HIGHER EDUCATION. Relations University Foundation. He holds a Ph.D. in information sciences In the academic year 00-0, at the very latest, higher in the field of advertising, and a education degrees valid throughout the European Union degree in information sciences: field (EU) should begin to be granted, the general idea being that of journalism, from Universidad these higher education studies “would have” with rights Autónoma de Barcelona. and obligations in all states of the European Union. This will structure what is known as the European Higher Education Area. Its operating unit is the credit system to obtain the corresponding degrees known as the European Credit Transfer System (ECTS). This is how an organized and more intellectual traffic of European researchers, teachers, scholars and students will be allowed in order to strengthen, inter alia, the European I+D+I policy. As a case study we will analyze the degrees offered at the School of Public Affairs (University of Barcelona) and the Faculty of Communication Sciences (Autonomous University of Barcelona).
  • 26. Thursday 3, June PANEL DISCUSSION PANELISTS COMMUNICATION CAREERS: WHAT IS THE Alicia Perea | Universidad de San Martín de Porres APPROACH FOR THE FUTURE? Head of the Public Relations Unit from the Department of University Moderator Projection and Community Relations Donald Wright | Boston University Blanca Fullana | Universidad Pompeu Fabra – Spain Professor. Associate Professor. Carolina Spell | Universidad de San Martín de Porres Responsible for Public Relations Department. James E. Grunig | University of Maryland Professor Emeritus. José Luis Ibarra | Repsol Perú Communication and Foreign Relations Manager. Room C: COMMUNITY RELATIONS: HOW TO REACH CONSENSUS PROMOTING SUSTAINABILITY Jorge Barata | Odebrecht IN HOLISTIC PROJECTS – THE Representative in Peru. CASE OF INTEROCEÁNICA SUR. Business leader and in charge of ensuring the growth of the companies A strategy to promote sustainability thought infrastructural from the Odebrecht Group: projects must be developed from the moment a big Constructora Norberto Odebrecht infrastructural project proposal is being studied. On the S.A., and its affiliate: Constructora Interoceánica Sur, the first thing the concessionary consortium Norberto Odebrecht Peru, Branch did was to make a trip to clarify to local communities and Office, from Odebrecht Perú authorities what the project would mean for the region and Ingeniería y Construcción S.A.C, from the country. From that moment on, a disciplined relationship CBPO Engenharia LTDA, and Odebrecht Investimentos was born which, in time, generated respect and trust. Today, en Infraestructura LTDA, in the different market areas of this project has a Community Relations Management and the construction in Peru; and of the business development of concept of community relations evolved towards the concept of the portfolio of Public and Private Contracts, Concessions sustainable development, implementing a structured program and Private Initiatives of Infrastructure Projects. His of creation of opportunities around the Interoceánica Sur business performance has resulted in public and private project. Odebrecht’s belief, implemented since the beginning, contracts and concessions of infrastructure projects is that an infrastructure project has to meet a purpose that also such as Trasvase Olmos, IIRSA Norte, IIRSA Sur. He has offers opportunities and generates sustainable development worked in the field of private initiatives of infrastructure around it. projects and has ensured the delivery of the projects to the full satisfaction of clients; surpassing agreed-upon results and the compliance of the company’s goals and objectives. Because of his work he has obtained a return of the investment for shareholders and has preserved the positive image of the Odebrecht Group. 7
  • 27. Thursday 3, June PUBLIC RELATIONS IN THE Guillermo Vidalón | National Mining, Oil and Energy EXTRACTIVE INDUSTRY - THE Society – SNMPE. Vice President of the Image SOUTHERN PERU CASE. and Communications Committee. Opening the Peruvian economy to a globalized world made He is an active member of the the traditional relations established between the state and the International Copper Association company to change due to the emergence of new social actors and member of the Editorial Board who demand participation in the decisions regarding what they of magazine Desde Adentro. He has consider close to them. Is building bridges and establishing been working in the mining-energy agreements without violence the challenge of today? What sector for more than 0 years and can be done so that being a citizen also implies respecting the he is recognized as one of its main legitimate established authority? How to propose and develop communicators. On the other hand, associations that strengthen the relations an industry requires he is an honorary member of the Instituto de Libre to continue operating? Empresa (ILE), author of the book Mining: the challenge of persuasion and coauthor of the book Economy, enterprise and freedom. His articles on current affairs have been published in the country on international web sites, and also on the main media specialized in the mining sector, newspapers such as El Comercio, Expreso and Gestión. He gives conferences in different universities of the country. He is a social communicator from Universidad Nacional Mayor de San Marcos and holds a bachelor’s degree in Literature from Pontificia Universidad Católica del Perú. He took courses in the Law School of the same university and also graduated from the Center of Higher National Studies (CAEN). GENERATING CONSENSUS ON Amir Hamzah | BPMIGAS THE INDONESIAN UPSTREAM Vice President of Foreign Affairs. OIL GAS ACTIVITIES. He was Head of Public Relations for three years in BPMIGAS. He was also Media and Public Relations From our perspective, the purpose of CSR in the Indonesian Director of BP Indonesia in 999. He was honored with upstream Oil and Gas Business is to integrate economic, the Appreciation Award granted by the Ministry of Energy environmental and social consideration into business and Mining Resources in 008, for his work “Directing decision making and, in doing so, to generate profits for the the international interest publics and the public image for government as well as investors while satisfying energy needs. the Ministry of Energy and Mining Resources”. He is an Performing CSR has allowed us to determine the things we do, Engineer graduated on Soil Sciences from the University and we regard responsible behavior as an essential part of our of Brawijaya, Malang. business consensus. We are extremely proud of our efforts to generate consensus through CSR in aiding local communities, infrastructures and social human welfare, and at same time put into practice efforts to reduce environmental and social impacts. We will continue to do our part through CSR in order to generate consensus to meet our industry’s challenges in the future. PANEL DISCUSSION PANELISTS COMMUNITY RELATIONS: HOW TO REACH Amir Hamzah | BPMIGAS CONSENSUS. Vice President of Foreign Affairs. Moderator Guillermo Vidalón | National Mining, Oil and Energy Society – SNMPE. Juan Carlos Molleda | Universidad de Florida Vice President of the Image and Communications Committee. Professor and Graduate Coordinator of the Department of Public Relations. Jorge Barata | Odebrecht Representative in Peru. 8
  • 28. Thursday 3, June Plenary session 5 SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATION. SOCIAL MEDIA: RE-WRITING THE RULES OF CORPORATE COMMUNICATION. For decades, public relations acted as a known and somehow effective model: to send messages through communication mass media to a generally passive audience. The Web .0 and access to information at any time and place, have given consumers a new power that changed the rules of the game in a profound and definite way. In this context, Internet could be a threat but also a tool of great help for corporate communications and PR professionals with and ever move active audience who wants to participate in the “conversation”. The Social Web –or Web .0– is re-writing the rules of corporative communication, public relations, and marketing. The organizations and their clients, partners, and suppliers are not, and will never be the same. This is what we have called the Horizontal Revolution. Why are Internet and social media important for companies, communications, and public relations professionals? How to take advantage of this new model of communication in which people have the power to search, ask, and generate information? What is the “horizontal revolution”? Where will these new rules of corporate communication take us? Alberto Arébalos | Google Inc. Director of Communications and Public Affairs for Latin America. He is co author of La revolución horizontal (The Horizontal Revolution). He worked for 7 years for EFE and Reuters. He has worked in the area of public relations, as Vice-President of agencies Fleishman Hillard in Miami and Citigate Dewe-Rogerson in New York. He has an advanced technical degree on electronics and telecommunications. SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATIONS. In today’s interconnected world, where news travels in a matter of seconds and where anyone with a mobile device and internet access can report on any current event -even faster than news organizations- understanding the social graph and the new media that enables it, is crucial for corporate communications strategies. It is not only a matter of having new players in the business, but also a new timing to quickly react to issues, new ways of conveying messages and displaying content. A company cannot only rely on traditional media anymore. The so called influencers are changing, and new opinion leaders are rising in the blog sphere, becoming more relevant in the news cycles than companies might have given them credit for in past years. Social dynamics are demanding public statements, changes in the course of action, or event strategies when a company is involved in issue management, controversy or even a crisis. Bottom line is, social media is here to stay, so far as another means for the business world to interact with and cater to their key audiences. Leonardo Ortiz-Villacorta | Microsoft Corporation Director of Public Affairs Communications. He is responsible for managing worldwide communications and positioning the company’s intellectual property strategy. He worked in the company for 0 years as Corporate Image Public Relations Manager for Microsoft Mexico; and later, he was Director of Public Affairs Communications for Latin America. He was also deputy press secretary for the Ministry of Foreign Relations of Mexico, operations director for the State Arts Council at the local Government of Baja California, and deputy director for International Press at the Office of the President of Mexico. PANEL DISCUSSION PANELISTS SOCIAL MEDIA: EFFECTIVENESS IN Alberto Arébalos | Google Inc. CORPORATE COMMUNICATIONS. Director of Communications and Public Affairs for Latin America. Moderator Leonardo Ortiz-Villacorta | Microsoft Corporation César Mauricio | USMP Director of Public Affairs Communications. Professor, School of Communication Sciences, Tourism and Psychology. Mauricio Andújar | A1-Perú Director of Business Development and Strategic Planning. 9
  • 29. Thursday 3, June Plenary Session 6 POLITICAL COMMUNICATION POLITICAL COMMUNICATION AS BRAND COMMUNICATION? Anything is managed as a brand today – no matter if it’s a university or a football club. Even politics pursue a brand strategy these days. Just a few years ago, this would have been considered rather an unusual or even cynical opinion. But from a strategic communications perspective it is quite reasonable. In fact, the pursuit of a brand strategy is highly important in political communication as brands stand for emotionality and continuity. Brand communication means not only to apply a single communication measure, but to integrate a variety of them in a precise way. The globally active network agency MEDIA CONSULTA (MC) implements political communication as an integrated discipline. By using a balanced, target-group specific catalogue, the conveyance of politics is being optimized. MC realizes this type of political branding on the domestic, European, and global levels. Nowadays, political issues can only be conveyed by using such an integrated method. The field of political communication involves particular challenges. One needs to restrain oneself to a limited budget. And the messages must be conveyed in a trustworthy and sustainable way. Political communication has become the brand communication of long ago. Harald Zulauf | Media Consulta Managing Director and CEO. He supervises key institutional accounts such as the Federal Chancellorship of Germany, the European Commission (several General Directorates) and the Central European Bank, the United Nations, as well as large international clients such as Vodafone, Dunlop, Lidl, the Tourism Authority of Malta and Air Malta. He was political and business correspondent for Westdeutscher Rundfunk and the ARD in Cologne in 985. From 987 to 989, he worked as a public relations consultant for the Ministry of Defense and after for NATO’s secretary general, Manfred Wörner. After the Fall of the Wall and German Unification, he worked for the Trust Agency - SED, special assets section. He studied business, politics and international law in the University of Cologne, Georgetown University in Washington, London City University and HEC Paris. THE NEW POWER OF CITIZENS IN POLITICAL COMMUNICATIONS. Since the mid-990s, the world has embraced one of the most important political revolutions in history, the Internet. Without the need to take up arms, citizens grabbed global networks to develop knowledge, sharing and communication. In just over ten years, .5 billion citizens of the world have become Internet users. This revolution is a complete paradigm shift for society. Among global changes, users have developed their own expression on the network and have become active players of the political game. They have challenged the political authority as well as the media. They started a crusade to change the rules of traditional political life. And they did it. Today, political leaders need to completely rethink the way they deal with the audience. The “one too many” mode has switched to a “conversational” mode. Persuasion is not only a matter of performing well at a great TV show. Persuasion is much more now a matter of optimizing a global presence on the web. The complexity of information flow is now huge, and leaders need to diversify their communication strategy, using new tools or speaking new languages. This is one of the most exciting challenges for today’s communication professionals, as well as an opportunity for them to contribute with the vitality of democracy. Christophe Ginisty | Rumeur Publique Founder and Managing Director of Paris-based. He and his partners have been responsible for some of the most exciting and innovative IT launchings in history. He has been working closely with Francois Bayrou, leader of the French Democrat party, to develop creative bridges between Internet and politics. In 007, he founded “Internet sans frontières”, an NGO devoted to promote the freedom of expression of every citizen throughout the web. He has founded the Festival de Romans, the first festival awarding human creativity on the Internet. He is a sought after spokesperson about new media, digital revolution and the impact of Internet on our societies. He writes on his own personal blog and is considered one of the most influential bloggers in France. He is a member of “Renaissance Numérique”, a French business club lobbying the government to promote the massive adoption of technology throughout the French society. He is also a board member of IPRA. PANEL DISCUSSION PANELISTS POLITICAL COMMUNICATION. Christophe Ginisty | Rumeur Publique Moderator Founder and Managing Director. Raúl Vargas | Radio Programas del Perú Harald Zulauf | Media Consulta News Director. Managing Director and CEO. José Elice Navarro | Reflexión Democrática Executive Director. 0