PR and Stakeholders Communication 2008

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PR and Stakeholders Communication 2008

  1. 1. PR and Stakeholders Communication 2008 Maximising corporate communication values and effectiveness through innovative media relation, crisis communication and reputation management strategies. Renaissance Seoul Hotel, "I know you believe you understand Korea what you think I said, but I am not sure you realise that you heard is not what 12th &13th March 2008 I meant." Richard Nixon, 37th President of United States Optimise your corporate communication results through hands-on PR and stakeholders communication planning A summary of the critical issues we will Featuring case studies and expertise sessions by leading explore: speakers: • Gain up-to-date trends and advanced concepts of PR and corporate Christopher Wood Representative Director & General Manager communication Estee Lauder Companies Korea • Structuring and developing the effective corporate communications Robert B. Leggat Vice President Communications team in your organisation GMAP • Capturing the media’s attention and successfully maintaining a good Greg Brutus Regional Public Relations Director rapport with them AT&T Asia Pacific Seok Ou Ryu Vice President Public Relations • Exploring the competitive communication strategies in the global KTF market Young Taek Choi Vice President Public Relations Team Corporate Strategy Head Quarter • Developing the winning crisis communication strategies KOLON GROUP • Measuring communication performance and getting the company’s ChangGyu Son Senior Executive Managing Director Sales & Marketing acknowledgement Nissan Korea • Evaluating the value of public relations to your organisation’s Do Won Seol Senior Executive Director Corporate Affairs performance Samsung Tesco Homeplus • Utilising the latest communication technologies and tools Kay Oh Accredited in Public Relations (APR), Communications Executive Director IBM Korea Hyung Keun Kang Director Marketing Communication Adidas Korea Endorser Won Yong Cho Senior Vice President Public Relations Asiana Airlines Gwan O Kim Senior Editor ITTimes Exclusive two mini masterclasses Media Partner 12th March 2008 Crisis Toolbox – Tools you want to have for effective crisis management Your Master Class Facilitator: Hoh Kim Founder & Head Coach THELABh 13th March 2008 Social Media Management Your Master Class Facilitator: Josh R. Hallett Fellow/Board Member Corporate Communications Journal of Communication Society of New Communications Research International Journal Management Member Florida Public Relations Association New Media Strategist Supporting Publication Voce Communications, the USA *Early Bird & Group Discounts Ask about our savings conferences
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Day 1 Wednesday 12th March 2008 0830 Registration and morning coffee 1420 Session Five – Case study Integrating corporate social responsibilities (CSR) initiatives in 0900 Welcoming Remarks from the distinguished Chairperson your organisation strategies to enhance confidence of the public and stakeholders • Aligning corporate image with society’s expectation 0910 Session One – Case study Innovative media relation in the new generation • Leveraging on CSR strategies to strengthen values, increase trust with the public and stakeholders and enhance key relationship • Understanding the media culture, its approaches and changing nature in Korea • Key strategies to build and protect CSR brand and reputation • Gain insights into how the media perceives your organisation: Developing • Employing the varied media and online tools to get your message on CSR and maintaining positive media relation acknowledged • Identifying and working with the right media for the right coverage Do Won Seol Senior Executive Director Corporate Affairs Samsung Tesco Homeplus • Developing a win-win communication strategy for your media relation initiative Seok Ou Ryu Vice President Public Relations 1510 Afternoon refreshments and networking break KTF Special Masterclass 0955 Session Two – Expert’s Advice Online media relation strategies: What every corporate 1530 Crisis Toolbox – Tools you want to have for effective crisis communication professionals should know management • Understanding the characters and technologies of online media • Trends in crisis management: from crisis management to crisis leadership • The key points for great online media relation • How to "train" your boss for effective crisis leadership • Developing a conversational PR strategy: Online media is Dialogue not • Practical tool kit to design & implement crisis strategies & messages monologue! • Case studies • Identifying the challenges and opportunities of PR through online media Hoh Kim Founder & Head Coach Gwan O Kim Senior Editor THELABh ITTimes Executive Crisis Coach Edelman Korea Former Managing Director 1040 Morning refreshments and Networking Break Edelman Korea 1110 Session Three – Case study Hoh Kim is one of the most experienced crisis management Linking Corporate PR to your business performance and consultants, executive coaches, and workshop & simulation development in Web 2.0 age designers/facilitators in Korea. His issue & crisis management expertise helps a wide range of global companies, from a non-profit to construction • What is corporate PR – why and what is important? Defining the value and companies, and consumer electronic to pharmaceutical companies. More benefit the successful Corporate PR can bring to the organisational business than twenty percent of Korea's top fifty companies have invited Hoh for • Identifying the short, medium and longterm Corporate PR strategic goals executive team training, individual coaching, or as a speaker for crisis • How IBM works in their corporate PR? management. He also has trained top executives from many Fortune Global Kay Oh Accredited in Public Relations (APR), Communications Executive 500 companies, both in Korea and the United States. Director He was the Managing Director of Edelman Korea (2004-2007), where he IBM Korea achieved record revenue each year, and Edelman headquarter awarded "Office of the Year" in his first fiscal year to the operation. In June 2007, he 1200 Networking Luncheon founded THE LAB h (thelabh.com), crisis leadership research, coaching, and consulting firm, and acts as the Head Coach. 1330 Session Four – Case study He served as adjunct professor to teach issues and crisis management at the Effectively aligning public relations and investor relations – Graduate School of Media Studies of Sogang University for two years (2005- Sharing Kolon Group’s case study 2006), and as meeting effectiveness consultant to the Office for • Identifying the purpose and role of PR and IR in terms of stakeholder relation Government Policy Coordination. He is an advisory group member for The • Defining the opportunities and challenges in the collaboration between PR Korean National Tuberculosis Association and Korean Food & Drug and IR Administration. • Developing productive cooperation structure between PR and IR • The methods for maximising the results in PR and IR 1710 Closing remarks and end of day one Young Taek Choi Vice President Public Relation Team Corporate Strategy Head Quarter KOLON GROUP Why you cannot miss this event PR and corporate communication act as the ‘glue’ that links an organisation to the various stakeholders - groups on whom it depends for its success- for which include customers, shareholders, government regulators and employees. Many Korean corporations in the late have realised the importance of establishing a Who should attend good corporate image and reputation and its powerful influence on stakeholders perception. PR executives are gaining higher recognition as one of the key units that CEO, Presidents and Vice Presidents acts as an integral contributor to the development of a business conglomerate of high Directors, Heads, Senior Managers and Managers of the following departments stature. • Public Relations • Media Relations • Advertising • Stakeholders Relation Media relation and crisis management are becoming key concern areas for PR executives to tackle. Plus, with the burgeoning numbers of social online media channel, • Government Relations • Corporate Communications executives are faced with the challenges of managing not only internal corporate • Marketing Communications • Change Management communication strategy but also with managing the aggressive media reporting • Internal Communication • Public Affairs approach. • Corporate Social Responsibilities • Employee Relation This PR and Stakeholders Communication 2008 will bring together professionals within the industries to address all these challenges across a wide spectrum of industries background. You will hear from the successful communicators, both local and marcus evans would like to thank everyone who has helped with the research and international, sharing their experiences and challenges in managing their own PR and organisation of this event, particularly the speakers and their staff for their support and corporate communication team, how to deal with the media relations, crisis commitment. communication, corporate PR and brand communication.
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Register Now Day 2 Contact Marketing at marcus evans Tel: +603 2723 6748 Fax: +603 2723 6699 Thursday 13th March 2008 Email: leec@marcusevanskl.com 0830 Registration and morning coffee 1440 Session Six – Case study Maximising the effectiveness of fully integrated marketing 0900 Welcoming Remarks from the distinguished Chairperson and communication • Identifying the barriers between marketing and communication 0910 Session One – CEO Key note • Defining the true integration between marketing and communications Adopting crisis management and communication strategies • Understanding the importance and the multiplier effect of working together for effective corporate reputation protection • Building the process and framework of integrating marketing and PR • Understanding crisis and how they can be prevented from becoming disaster: ChangGyu Son Senior Executive Managing Director Sales & Analysing the recurring features and identifying causes Marketing • Developing crisis mitigation strategies-Promoting practices that promotes Nissan Korea disaster avoidance • Formulating a crisis communication plan to predict and counter a crisis and 1525 Afternoon refreshments and networking break to protect business image and reputation • Setting up a crisis communication team within your organisation International Masterclass Christopher Wood Representative Director & General Manager Estee Lauder Companies Korea 1545 Social Media Management Social Media is best understood as a group of a latest online media which 0955 Session Two – Case Study share most or all of the following characteristics: participation, openness, Measuring the success story of your communication conversation, community and connectedness. The most common examples of strategy social media includes blogs, social networks, content communities , wikis, • Exploring the different methods for the measurement podcasts and forums. • Identifying what to measure: input, output and results Social Media PR or marketing is about making use of these new types of media • Setting up the criteria of measurement for corporate news production and distribution. This includes writing content that is remarkable, unique and news-worthy. Social Media is about being • Defining what is the available data for measurement social so this off-page work can include getting involved in other similar blogs, • Communicating your results to the management convincingly forums and niche communities. Greg Brutus Regional Public Relations Director Korean internet technology and communication dependant industry need to AT&T Asia Pacific urgently tap into the know how of strategically leveraging on social media for effective PR and corporate image management to effectively control its 1040 Morning refreshments and Networking Break reputation in the public’s eye. This workshop will uncover the potential usage and benefit of social media of 1110 Session Three – Case Study th e21st century as well as exploring effective approach and strategies to Communicating with the CEO/Director General maximise communication effectiveness with stakeholders and public. • Understanding the role of communication director in enabling the CEO and Josh R. Hallett Fellow/Board Member leadership team to enhance corporate image and reputation Society of New Communications Research • Identifying the barriers to successful interaction with CEO/Director General Member • Understanding what and how the CEO/DG want to hear from you Florida Public Relations Association • Visualising the strategic importance of good working relationship between New Media Strategist communication directors and CEO Voce Communications, the USA • Developing the suitable program for equipping the CEO and corporate board Josh Hallett is an internationally recognized thought leader in the members with proper communication strategies and manners convergence of social media and corporate public relations & marketing. Robert B. Leggat Vice President Communications Josh is a Fellow/Board Member of the Society of New Communications GMAP Research as well as a member of the Florida Public Relations Association. Josh is currently a New Media Strategist at Voce Communications providing 1145 Session Four – Case Study social media consulting and development work with brands like Yahoo, Sony Brand communication: How to increase brand recognition in Computer Entertainment America and a number of B2B/B2C firms. the public For more than ten years, Josh has been working with emerging internet • Understanding the relationship between branding and publicity communication technologies and works closely with public relations • Defining the line between advertising, marketing and public relations practitioners and corporate communicators to integrate these tools into an • Identifying the key drivers for brand recognition with consumers organization's public and media relations strategies. • Developing the communications strategies on driving brand awareness Josh is a highly sought-after public speaker Hyung Keun Kang Director Marketing Communication (http://www.hyku.com/speaking/on) social media and has presented at Adidas Korea numerous workshops, seminars and conferences in a wide variety of market segments. 1235 Networking Luncheon 1350 Session Five – Case Study 1720 Closing remarks and end of conference Increasing the awareness of the corporate brand and building confidence in the global market • Analysing the customers to become locally and globally • Defining the corporate images to be focused and delivered in the global market • Practical strategies for communication cooperation with the global partners • Asiana Airlines’ winning stories in global PR Won Yong Cho Senior Vice President Public Relations About the Media Partner Asiana Airlines Corporate Communications: an International Journal provides detailed analysis of the latest global thinking in this important field. Powerful and relevant case studies that focus on business issues, interventions and outcomes illustrate how effective communication strategy can benefit both academics and practitioners. www.emeraldinsight.com/ccij.htm About the Endorser The Society for New Communications Research is a global nonprofit think The Journal of Communication Management is the definitive international tank dedicated to the advanced study of new communications tools, technologies and quarterly publication for communications and public relations professionals in private emerging modes of communication, and their effect on traditional media, professional and public sector organisations and for academics. It provides a forum for research on communications, business, culture and society. For more information, visit the latest developments, practice and thinking in the management of all forms of http://www.sncr.org or call +1 650-331-0083. business and organisational communication. www.emeraldinsight.com/jcom.htm marcus evans reserves the right to change the venue of, or speakers at the conference should circumstances require. © marcus evans
  4. 4. PR 및 조직 이해 관계자 커뮤니케이션 2008 혁신적 미디어 관리, 위기 관리, 기업 명성 관리를 통한 조직 커뮤니케이션의 가치와 효율성의 극대화 전략 모색 Renaissance Seoul Hotel "I know you believe you understand what I have Seoul, Korea said, but I am not sure you realise what you heard is not what I meant." Richard Nixon 2008 년 3월 12일(수) - 13일(목) 실용적인 PR과 이해관계자들의 커뮤니케이션 기획을 통해 기업 커뮤니케이션을 극대화하라. Special Master Class Featuring case studies and expertise sessions by leading speakers: Crisis Toolbox – Tools you want to have for effective crisis management Christopher Wood 대표 김 호 대표 THE LAB h Estee Lauder Korea 現 에델만 코리아 위기 관리 수석 코치(겸임) 前 에델만 코리아 대표 Robert Leggat 부사장 GM Asia Pacific International Master Class Greg Brutus Regional PR Director Social Media Management AT&T Asia Pacific Josh R. Hallett Fellow/Board Member 유석오 상무 홍보실장 Society of New Communications Research KTF Member Florida Public Relations Association 조원용 상무 홍보실장 New Media Strategist 아시아나 항공 Voce Communications, the USA 최영택 상무 경영전략본부 홍보팀 Why you can’t miss this event: 코오롱 그룹 • PR 및 기업 커뮤니케이션의 최신 트랜드 및 선진개념 이해 손창규 전무 세일즈 & 마케팅 Nissan Korea • 효과적인 기업 커뮤니케이션 팀의 조직 및 전략 • 긍정적인 미디어의 관심의 포착과 성공적 Rapport (친밀감) 설도원 전무 PR•사회공헌부문 부문장 유지 방안 삼성테스코홈플러스 • 글로벌 마켓에 상응하는 경쟁력 있는 커뮤니케이션 전략 • 승리하는 위기대응 커뮤니케이션 전략 개발 오경림 상무 Communications • 커뮤니케이션 성과와 기업내의 인정 측정 IBM Korea Accredited in Public Relations (APR) • 조직의 비즈니스 성과에 있어서 PR가치 평가 • 최신 커뮤니케이션 기술 및 방안의 효과적인 활용 방안 강형근 이사 마케팅 커뮤니케이션 Adidas Korea Endorser 김관오 편집국장 IT Times Media Partner Supporting Publication * Early Bird & Group Discounts Ask about our savings Corporate Communications Journal of Communication International Journal Management conferences
  5. 5. Register Now Contact Marketing at marcus evans 第2日 Tel +603 2723 6748 Fax: +603 2723 6699 2008년 3월 13일 목요일 Email: leec@marcusevanskl.com 0830 재등록및 모닝 커피 1545 International Master Class from 1530 to 1700 (90분) 소셜 미디어 (Social Media) 관리 전략 0900 의장 개회 인사 소셜 미디어는 사람들이 의견, 생각, 경험, 관점 등을 서로 공유하기 위해 사용하는 온라인 미디어로, 참여(participation), 공개 0910 Session 1 – CEO Key note (openness), 대화(conversation), 커뮤니티(community), 및 연결 효과적인 기업 명성 보호를 위한 위기 관리 및 커뮤니케이션 전략의 (connectedness)의 특성을 포함하고 있다. 가장 대표적인 소셜 적극적인 채택 미디어로는 블로그(blogs), 소셜 네트워크(social networks), 콘텐츠 • 위기란 무엇인가? 위기가 기업의 재난이 되지 않도록 할 수 있는 커뮤니티(contents community), 위키스(wikis), 팟케스트 방안: 반복되는 현상의 분석과 원인 파악 (pod-casting) 및 포럼(forums)등이 있다. 소셜 미디어 PR이나 • 위기 완화를 위한 전략 – 재난의 방지를 위한 실행 추진 마케팅은 기업의 뉴스 생산과 분배를 위해 이러한 새로운 타입의 • 위기 커뮤니케이션 기획 공식: 위기를 예견하고 위기 직면 시 미디어 사용을 만들어 내는 것으로, 훌륭하고 유니크한 뉴스가치가 감지하여 비즈니스 이미지와 명성을 보호하기 위한 전략 있는 콘텐츠를 쓰는 것도 포함한다. 소셜 미디어는 ‘사회적’으로 • 조직 내에 위기 커뮤니케이션 팀의 수립 되는 것을 의미해서 off-page 작업이 다른 유사 블로그나, 포럼, Christopher Wood 대표 니치 커뮤니티에 합류하는 것을 포함한다. 한국의 인터넷 기술과 Estee Lauder Korea 홍보 관련된 산업은 대중의 눈에 비친 기업 명성을 효과적으로 콘트롤하기 위해서 효과적 PR과 기업이미지 관리를 위한 소셜 0955 Session 2 – 사례 연구 미디어를 전략적으로 레버리지하는 노우-하우를 시급히 배워야 조직의 커뮤니케이션 전략의 성공스토리를 측정을 통해 평가 하는 한다. 이번 워크샵에서는 해외 전문가를 모시고, 21세기의 소셜 방안 미디어의 잠재적 가능성과 이익을 파헤치고 이해관계자 및 대중에게 • 평가를 위한 다양한 방법 탐구 커뮤니케이션 효과를 극대화 시키기 위한 전략과 효과적 접근법을 • 무엇을 측정할 것인가? Input, Output 및 결과의 감안 알아본다. • 측정 기준의 설립 Josh R. Hallett Fellow/Board Member • 측정을 위한 가능한 데이터의 범위와 특징 Society of New Communications Research • 경영진과 결과에 대해 설득력 있게 커뮤니케이션 하는 방안 Member Greg Brutus Regional PR Director Florida Public Relations Association AT&T Asia Pacific New Media Strategist Voce Communications, the USA 1040 오전 다과 Josh Hallett is an internationally recognized thought leader in 1110 Session 3 – 사례 연구 the convergence of social media and corporate public relations CEO/Director General과의 커뮤니케이션 & marketing. Josh is a Fellow/Board Member of the Society of • 기업 이미지와 명성 강화를 위해 CEO와 리더쉽 팀의 활성화를 위한 New Communications Research as well as a member of the 커뮤니케이션 총괄자의 역할 Florida Public Relations Association. • CEO/Director General과의 성공적 상호교류를 위한 장애 요인 식별 Josh is currently a New Media Strategist at Voce Communica- • CEO/Director General이 커뮤니케이션 팀으로 부터 듣고자 하는 tions providing social media consulting and development work 것의 분석 및 전달 방법 with brands like Yahoo, Sony Computer Entertainment America • 홍보이사와 CEO간 업무상 유대관계의 전략적 중요성의 가시화 and a number of B2B/B2C firms. • CEO와 이사진에게 적합한 커뮤니케이션 전략과 매너를 갖추게 하기 For more than ten years, Josh has been working with emerging 위한 올바른 프로그램 개발 internet communication technologies and works closely with Robert B. Leggat Vice President Communications public relations practitioners and corporate communicators to GM Asia Pacific integrate these tools into an organization's public and media relations strategies. 1145 Session 4 – 사례 연구 브랜드 커뮤니케이션: 대중에게 어떻게 브랜드 인지도를 향상시킬 Josh is a highly sought-after public speaker 것인가 (http://www.hyku.com/speaking/on) social media and has • 브랜딩과 광고의 관계 이해 presented at numerous workshops, seminars and conferences in • 광고, 마케팅 및 PR간의 연관 관계의 정의 a wide variety of market segments. • 소비자에게 브랜드 인지도 향상을 위한 핵심 요소의 파악 • 브랜드 인지도 강화를 위한 커뮤니케이션 전략 개발 1710 폐회 강형근 이사 마케팅 커뮤니케이션 아디다스 코리아 1235 네트워킹 런 런천 Why you cannot miss the event PR과 기업 커뮤니케이션은 얼마나 중요한가! PR 및 기업 커뮤니케이션은 1235 Session 5 – 사례 연구 조직과 기업의 성공에 영향을 미치는 다양한 이해 관계자-고객, 주주, 정부 글로벌 마켓에서 기업 브랜드 인지도를 향상 시키고 신뢰를 입법자 및 직원을 연결하는 접착 고리로써의 역할을 담당한다. 최근 구축하는 방안 국내에서는 많은 기업들이 이해 관계자들에게 긍정적인 기업 이미지와 • 당신의 고객은 누구인가? – 국내 마켓과 글로벌 마켓에 따른 분석 명성을 수립하는 것이 기업에 많은 가치를 가져 온다는 것을 실감하면서, • 글로벌 마켓에서 초점이 모아질 기업의 이미지 정립 및 전달 방안 PR부서의 간부들은 조직 내에서 보다 중요한 지위를 차지하고 있고, 조직 고찰 비즈니스 개발에 있어서도 전략 개발의 임원으로 성장하고 있다. 이에 따라 • 글로벌 파트너와 커뮤니케이션 협력을 위한 실질적인 전략 , 홍보 부서는 기업내의 커뮤니케이션뿐 아니라 공격적인 미디어 리포팅 • 글로벌 홍보에 있어서 아시아나 항공의 성공 스토리 접근도 관리하는 미디어 관리, 위기 관리, 기업 PR, 브랜드 PR 및 마케팅 조원용 상무 홍보실장 PR 에 대해 주도적인 전략을 실행하는 부서로 부상하고 있다. 이에 ‘PR및 아시아나 항공 조직 이해관계자 커뮤니케이션 2008’ 에서는 다양한 산업 군의 홍보 및 기업 커뮤니케이션의 전문가들이 최근 쟁점이 되고 있는 홍보의 도전과제 1440 Session 6 – 사례 연구 극복을 위해 경험에서 도출된 실질적 전략공유를 통해 미디어 관계, 위기 마케팅과 홍보의 통합 효과의 극대화 방안 커뮤니케이션, 기업 PR과 브랜드 커뮤니케이션 관리 전략을 위한 로드맵을 • 마케팅과 홍보간의 장애 식별 마련하는 지식 공유의 장이 될 것이다. • 마케팅과 홍보간의 진정한 통합의 정의 • 협력을 통한 복합 상승 효과와 중요성의 이해 • 마케팅과 홍보의 통합을 위한 프로세스와 프레임워크의 수립 손창규 전무 세일즈 & 마케팅 Nissan Korea Who must attend CEO, Presidents and Vice Presidents, Directors, Heads, Senior 1510 오후 다과 Managers and Managers of the following departments • Public Relations • Media Relations • Advertising • Stakeholders Relation • Government Relations • Corporate Communications • Public Affairs • Marketing Communications

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