1. CRISISCOMMUNICATIONS
10 years of the best UK and international
crisis handling case studies:
Book early
for biggest
savings!
17-18 June
2015
Dexter House,
London
10 YEAR
ANNIVERSARY
www.prcrisisconference.com
Follow us 
@PRWeekEvents
#PRWCrisis
In association with:
In partnership with:
GENERAL MOTORS’
PRODUCT RECALLS
THE CO-OP CRASH:
ROAD TO RECOVERY
EBOLA OUTBREAK:
PANEL DEBATE
SHIPWRECK AND
CREW OVERBOARD
NETWORK RAIL’S
CHRISTMAS CHAOS
SERCO’S
DARKEST HOUR

2. Thursday 18 June
08.00-09.00 Breakfast briefing: how to run a simulation exercise in your organisation
This breakfast briefing will reveal the logistics involved in arranging an effective crisis simulation exercise in your organisation. It will run through a checklist of things to prepare, test and think
about to ensure efficient training of your staff.
All the delegates are invited to register for the breakfast briefing as part of the 10 year anniversary of the conference. Places are limited, so register early to avoid disappointment!
08.15 Registration and coffee
09.00 Morning chair’s opening remarks
John Shield, Director of Communications, BBC
RESPONDING TO THE SPEED OF COMMUNICATIONS
CHRISTMAS TRANSPORT CHAOS
09.15 Going off the rails: handling the media and public with all eyes on you
Every Christmas thousands of engineers are at work 24/7, repairing and replacing the tracks, points and signals whilst the railway is shut for two days. So what happens when this work
over-runs? Passengers are stranded, and the media focuses on little else for days. With over 20,000 miles of tracks to maintain and modernise, and 2.5 million passengers a day, Network
Rail is rarely out of the spotlight. But this took on a new meaning in December 2014 when King’s Cross and London Paddington were shut unexpectedly, leaving tens of thousands of
holiday passengers stranded or suffering major delays. Barney Wyld will provide some key insights on these events from behind the scenes. He will give an objective account of what
happened, and the lessons learnt in handling relentless stakeholder, public, media and government pressure.
Barney Wyld, Group Communications Director, Network Rail
CORRUPTION, SHARE PRICE FALL, SEXUAL ALLEGATIONS AND MORE
09.45 Serco’s darkest hour: managing crisis as it hits you from all angles
With the loss of its Chief Executive and Chairman, its share price dropping from £6 to £1.80, a fraud investigation, and four profit warnings over the last 18 months, Serco has had its
share of bad news. Imagine being in the Communications Director’s shoes and being tasked with maintaining the company’s credibility to stakeholders and the public during this time.
With the help of concrete examples such as the Cornwall out-of-hours GP controversy and allegations of sexual misconduct at a women’s immigration detention centre, Charles Carr will
reveal what worked and what didn’t in dealing with a storm of crises.
Charles Carr, Divisional Communications Director, Serco
10.15 10 years of crisis management: challenges, solutions and predictions
Andrew Griffin – chief executive of leading crisis, issues and reputation specialists Regester Larkin – will reflect on the last 10 years of crisis management: the key challenges faced,
overcoming them in the future and predictions for the next 10 years. He will look at crises ranging from the Deepwater Horizon incident and the disappearance of MH370 to the volcanic
ash cloud and the LIBOR scandal.
Andrew Griffin, Chief Executive, Regester Larkin
10.35 Morning refreshments
GOLDEN RULES: PREPAREDNESS, LEADERS AND STAKEHOLDERS ENGAGEMENT
Stay in the main plenary or choose the simulation theatre track
CRISIS PREPARATION: FROM SHIPWRECK TO SAILORS OVERBOARD
It’s no secret that good planning and preparation can massively help you in a crisis. Hear these twin-perspective case studies showcasing how to
build a crisis management plan from scratch, and how good planning can prevent an incident from becoming a crisis.
11.05 From local to global: managing international crisis and stakeholders
Explore how the world’s largest cruise industry trade association has been liaising with key international stakeholders to protect the
industry’s reputation, which was severely damaged after the Consta Concordia tragedy took place across 12 different markets. It will
reveal how security has become a major focus of the ship industry, coordinating closely with law enforcement agencies and
regulators to work diligently on crisis preparation plans.
Tomas Matesanz, Head of Communications and Public Affairs, Cruises Lines International Association Europe (CLIA)
11.20 Ensuring you’ve got a good plan: missing crew overboard in the Pacific Ocean
Clipper Round the World is the world’s longest ocean race – a unique biennial event which sees amateur sailors tackling a 40,000 nautical
mile series of races around the planet. With international media covering the event, it is critical to have a sound incident management plan
ready for any emergency. This session will explore the importance of a good plan, with dramatic examples of putting a plan into action
when a life is at stake, and having to respond to global media interview requests from three continents.
Jonathan Levy, Global Business and Communications Director, Clipper Ventures Plc
SIMULATION THEATRE A
11.05-12.25
Organisational vs strategic responses
Places are limited, secure your place at
registration
Your organisation can have a very good
operational plan in place (such as a “food
safety incident” plan), but when it comes
to handling more strategic and corporate
crises they are lost. This simulation exer-
cise will look at different types of scenarios
and will help you connect your operational
and strategic responses.
PERSPECTIVE
ONE
PERSPECTIVE
TWO
Follow us @PRWeekEvents #PRWCrisis Practical learnings from the
10 YEAR
ANNIVERSARY
SPECIAL!

3. PREPARING YOUR LEADERS
11.35 Duo-panel: developing the level of preparation and awareness of your senior leaders before a crisis happens
In this panel session, review and benchmark your current practices for preparing your senior leaders and:
• Set up the right expectations: ensure that your leaders understand the way to operate in a crisis, and that all key stakeholders are
aware of their role
• Mobilise and influence: top tips to engage the board and senior leaders before a crisis
• Build confidence: make your board believe that your organisation has the right team, and best systems and processes in place to deal
effectively with a crisis
Paul Wheeler, Director of Corporate Communications, Kellogg’s
Additional speaker to be announced soon
GOOD vs BAD CRISES
12.05 Thought-leadership bonus session
This session, led by a crisis expert, will feature examples of well-handled crises, such as Air Asia’s recent plane crash, versus some less
well-handled ones, such as Sony’s hacking of “The Interview” or the Malaysian Airlines missing plane. What was done well and what could
have been done better?
Contact Alexandra Russo on +44 (0)20 8267 4991 or email alexsandra.russo@haymarket.com to get involved.
12.25 Lunch and networking opportunity
10th year anniversary special: time to vote for the best and worst crisis management examples of the last decade!
13.25 Afternoon chair’s remarks
Amanda Coleman, Head of Corporate Communications, Greater Manchester Police
EBOLA OUTBREAK PANEL DEBATE
13.35 Responding to one of the most dramatic health challenges of recent times
West Africa has been experiencing the biggest outbreak of the Ebola virus ever known. It has caused thousands of deaths, not to mention
serious economic and political repercussions. Governments and worldwide organisations have been criticised for not reacting fast enough,
charities have had difficulties providing help on the ground and spreading awareness messages, and countries have faced significant
domestic challenges in terms of emergency preparation, explaining policy and sustaining public confidence. This powerful panel will bring
different views on how the government and charities have been handling this issue on the communications front.
DFID and DH will discuss how they’ve worked with each other and with other countries, the operational aspects of dealing with the
media locally, digital innovations and more
James Helm, Director of Communications, Department for International Development
Sam Lister, Director of Communications, Department of Health
Oxfam will speak about the difficulty of spreading messages and awareness at a community-based level
Tamsin O’Brien, Head of Media and PR, Oxfam
Save the Children will talk about their work on the ground and how they’ve had to respond to worldwide media enquiries when a nurse
contracted the virus
Richard Warburton, Director of Media, Save the Children
14.15 Getting on the front foot for the media’s curved ball
In this legal session, get an update on two new seismic legal and regulatory changes and get some key insights into the factors which
determine whether the media will trash your brand when the opportunity presents itself. Prepare prior to the media contacting you about
a story, learn how to impact on editorial decisions, develop the right team in place and allocate responsibilities before the story breaks.
Explore the “golden hour” principle – a matter of PR life and death.
Jonathan Coad, Partner, Lewis Silkin
HR, BUSINESS CONTINUITY, LEGAL...
14.35 Panel discussion: working with other functions in the department
When a crisis hits, everyone in the organisation can have an impact - from the receptionist to the CEO. How can you ensure that communications
are effectively liaising with all the key internal stakeholders? This exclusive panel will bring together professionals from communications, HR,
intelligence, security and risk, as well as business continuity and legal, to discuss the role of each function, and how everyone should collaborate
during a crisis. Hear different views that you have never heard before and bring back tips to implement in the office.
Communications / HR - Markus Leutert, Deputy Director of Group Communications, Walgreens Boots Alliance
Crisis Management / Intelligence / Risk - Matthew Penney, Global Head, Crisis Management and Protective Intelligence
Programmes, Deutsche Bank
Business Continuity - speaker to be announced soon
Legal - Contact Alexsandra Russo on +44 (0)20 8267 4991 or email alexsandra.russo@haymarket.com to get involved.
SIMULATION THEATRE B
13.10-14.10
Social media crisis simulation
In this fun, interactive simulation session,
practice in a group how to respond to
social crises. A scenario will be given and
you will have limited time to respond in
your group, and make the right decisions
under pressure! Challenge yourself and
develop your social media skills in handling
a crisis.
Places are limited, secure your place at
registration
Facilitated by
Kate Hartley, COO, Polpeo
14.15-15.15:
Social media crisis simulation -
repeat
Places are limited, secure your place at
registration
Facilitated by
Kate Hartley, COO, Polpeo
DEVELOPING MULTI-FUNCTIONAL RESPONSES
Stay in the main plenary or choose the simulation theatre trackside
SIMULATION THEATRE A -
CONTINUED
front line on how to prepare for, manage and diffuse the next crises to hit
CONTINUED

4. 08.30 Registration
09.00 Executive roundtable briefing: preparing your senior leaders for a crisis - board engagement strategy
When faced with an event that truly threatens the organisation, the leadership team is forced to step in and respond. Having the right mindset in place beforehand, and making sure your
leaders are engaged with your plan of action is critical. It can change a crisis’ course of action drastically, for better or worse! In this new roundtable briefing session you will explore,
discuss and benchmark the best strategies to prepare and engage your leaders before, during and after a crisis. This session will help you build an effective board engagement strategy,
from having the right level of influence through to overcoming the CEO’s fear of speaking to the media, and ensuring your communications plan is implemented throughout the business
starting from the top.
12.00 Close of executive rountable briefing
12.30 Registration
13.00 Afternoon masterclass: stakeholder relations management
Stakeholders have a lot at risk during and after a crisis, therefore your ability to effectively and quickly engage with your internal and external stakeholders is crucial, and requires
thorough preparation. Back by popular demand, this interactive masterclass will help you effectively manage all the steps to leverage the role of your stakeholders before, during and
after a crisis. Through case study examples and practical learnings, this session will equip you with take-away tips to try back in the office the very next day.
16.00 Close of afternoon masterclass
Pre-event Crisis Sessions: 17 June 2015
These separately bookable, practical sessions offer expert insight, in-depth discussion, extended one-to-one QAs, tailored answers and solutions, and unparalleled
benchmarking with your peers
15.15 Afternoon refreshments
INFLUENCING THE COURSE OF A CRISIS AND DEALING WITH ITS AFTERMATH
24/7 NEWS COVERAGE
15.35 From the newsroom: what do journalists pay attention to when reporting on a crisis story?
With digital and social overtaking our lives, taking 2 hours to respond is no longer effective – organisations need to react immediately. A news editor will highlight what it’s like to work
in the newsroom, and how you - as a PR professional - can adapt to the media’s urgency and requirements. They will highlight the details they pay attention to when reporting on a
(negative) story: does getting the CEO to speak make a difference, and what sort of things can influence or change the journalist’s perspective?
News editor speaker to be announced soon
THE CO-OP’S ROAD TO RECOVERY
16.05 Insights into The Co-operative Group’s crisis recovery plan
The Co-operative Group is renowned to have had a particularly difficult and challenging couple of years, following the discovery of a £1.5bn capital hole, a report criticising a ‘massive
failure of governance’, and the separation of the Co-operative Bank. Gradually, the organisation has been refocusing on its membership ethos and strong ethical values, and has been
working toward the recovery of its reputation. Russ Brady, Head of Group Public Relations at The Co-operative Group, will delve into how the business has started this rebuild process
at a corporate level through the likes of the “Have Your Say” programme but also through business-led initiatives within its retail and consumer-services areas, such as the innovative
introduction of “at cost” warranties within its online electrical business.
Russell Brady, Head of Group Public Relations, The Co-operative Group​
GENERAL MOTORS’ PRODUCT RECALLS
16.35 General Motors’ interview with PRWeek’s Editor-In-Chief
Held under the Chatham House Rule
With a wave of recent recalls, numerous deaths tied to General Motors’ faulty ignition switches, and a $35 million fine, the company’s reputation has been challenged to its core. Despite these
issues, many have praised the company’s response, in particular using multiple digital media platforms to display a strong and genuine message, as well as the CEO’s effort to engage and
communicate directly with the families, customers, employees and public. This exclusive session features General Motors’ SVP of Global Communications, Tony Cervone, in an interview led by
PRWeek’s Editor-In-Chief – Danny Rogers. They will talk about the challenges encountered, the methods of communications used and learnings along the way.
Tony Cervone, Senior Vice President, Global Communications, General Motors
17.05 Chair’s closing remarks
Announcement of the winners of the best and worst crisis handling of the last decade, decided by you.
17.15 End of conference
www.prcrisisconference.comyour organisation

5. Follow us @PRWeekEvents #PRWCrisis www.prcrisisconference.com
Speakers include:
John Shield
Director of Communications
Sam Lister
Director of Communications
Barney Wyld
Group Communications Director
Tamsin O’Brien
Head of Media and PR
Charles Carr
Divisional Communications
Director
Richard Warburton
Director of Media
Andrew Griffin
Chief Executive
Matthew Penney
Global Head, Crisis
Management and Protective
Intelligence Programmes
Paul Wheeler
Director of Corporate
Communications
Russell Brady
Head of Group Public Relations
Markus Leutert
Deputy Director of Group
Communications
Tony Cervone
Senior Vice President,
Global Communications
Amanda Coleman
Head of Corporate
Communications
Jonathan Levy
Global Business and
Communications Director
James Helm
Director of Communications
Kate Hartley
COO
Accommodation
Overnight accommodation is not included in the conference fee.
For more information on accommodation nearby to the venue,
please visit www.prcrisisconference.com.
Commercial Opportunities
Are you able to offer brands solutions and support on their crisis
and media management strategy before, during and after a
crisis? This is the UK’s leading annual event focused on these
issues.
For further information on how to get involved, contact
Alexsandra Russo on +44 (0)20 8267 4991 or email
alexsandra.russo@haymarket.com.
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6. PRWeek’s Crisis Communications Conference
returns in its 10th year!
Come together with 100+ of your peers to lift the lid on the comms stories behind the most talked-about
crises of recent months.
The only way to truly learn how to handle a crisis is to experience one yourself. This conference gives you the unique ability
to live through the front-line experiences of others. From planning to contingency to recovery - hear a frank account of what
worked, what didn’t and how our speakers have adapted their strategies as a result.
Past attendees said:
The event will include:
Crisis Comms in stats:
Over the last 10 years the conference brought you
and infinite opportunities to
network and learn from your
peers!
Executive roundtable on crisis leadership: 17 June 2015
Afternoon masterclass on stakeholder relation management: 17 June 2015
Breakfast briefing on how to run a simulation exercise: 18 June 2015
10th annual one-day conference and simulations exercises: 18 June 2015
Book now: www.prcrisisconference.com
“Insightful,
good learnings
and interesting
speakers”
PR Director, Belmond /
Orient-Express
“A variety of
perspectives on the
topic, presented in
an engaging and
fast-moving style”
Head of Multichannel
Communications,
Principality Building
Society
“A good reminder
that a comms crisis
is potentially just a
tweet away”
Head of Resilience
Comms, Scottish
Government
“Extremely high
quality speakers”
Partner, Schillings
“Thought-provoking,
useful, with great
case studies”
Head of Corporate
Communications,
Sctomid Co-operative
1500+ 80+ 200+
case studies speakersdelegates