This document provides an overview of a two-day conference on integrating social media and public relations. The conference includes sessions on re-establishing the value of social media in PR, analyzing popular social media tools, and case studies from various companies on social media strategies for issues monitoring, media relations, reputation management, crisis communications, and corporate blogging.

1. CONFIDENTIAL, Page 1 of 5
Draft Programme for 2-Day Conference on
Social Media & PR
Integrating New & Traditional Media for Renewed
Best Practices in PR
[With Specialised Tracks for the Public and Private Sector]
Singapore: 28 February - 1 March 2011
Hong Kong: 3 March - 4 March 2011
Overview of Social Media & PR
(1) Re-establishing the Value of Social Media in Today’s PR Practice
• Defining the new role of PR in today’s social media age environment and analysing what
has changed
[Presenta
• Determining the business value of social media PR and how to persuade management
tion]
buy-in
50min +
• How to harness the true potential of social media to fit in with other aspects of your
10min
communication mix
Q&A
• Uncovering the best of both worlds: How to choose the optimum mix of both traditional
and new media for your organisation
• The future of PR: Current trends and challenges PR practitioners can face in the next 5
years
Social Media Tools
(2) Analysing Twitter, Facebook & Foursquare: How to Effectively Leverage on Them for
Your PR Campaigns
• Social media platforms that customers will be looking at in three months & three years
from now – What makes them tick?
[Presenta
• Benefits and uses of Twitter & Facebook - How to generate a stream of loyal followers
tion]
and how to track conversations about your brand and competitors
50min +
• Using social media as the main platform to launch a campaign: Effectiveness of such
10min
campaigns and how reliable it is to drive positive Word-of Mouth for your brand
Q&A
• Foursquare and location-based services: How it can be used as a PR tool to monitor
good turn-up for your campaign and form an online community for your audience
• Mobile PR – Driving PR campaigns using mobile and moving beyond “ads” to “apps” to
engage consumers
___________________________________________________________________________________________________________ 1
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

2. CONFIDENTIAL, Page 2 of 5
PR for the Private Sector
ISSUES MONITORING & MANAGEMENT
(3) Getting Ahead of All Chatter About Your Brand: How [Company] Came Up with a
System to Monitor & Manage Emerging Issues
• How buzz have moved from offline to online channels and why it has become imperative for [Case
organisations to start monitoring on the web in addition to traditional channels Study]
• How [Company] developed social media monitoring strategies for both day-to-day and long 50min +
term running of the company 10min
• Moving from monitoring to managing issues – How [Company] managed data collected and Q&A
delivered timely responses to stakeholders
• Challenges encountered by [Company] in the earlier stages and how it tackled them
• Affordable / Free tools and solutions to facilitate your issues monitoring process
MEDIA RELATIONS
(4) Engaging the Media in Revitalised Ways: How [Company] Innovated with Social Media
Strategies to Relate to the Journalists
• Journalists today – Who they are now, know their beat, timeline and appreciate the meaning [Case
of news values Study]
50min +
• How [Company] incorporated social media into its media relations strategy
10min
• The “death” of the traditional press release and the evolution to a social media release
Q&A
• How [Company] maintained media interest and got its stories published with innovative
content creation ideas
• Challenges [Company] faced when infusing both traditional and new media into its
communication strategies and how they were overcame
REPUTATION MANAGEMENT
(5) How [Company] Protected its Business & Profits by Managing its Reputation
• Analysing the importance of a good corporate reputation in today’s digital age & how it can [Case
cushion your brand from falls Study]
• How [Company] used social media to boost its brand and reputation 50min +
• 360 degree approach - How [Company] integrated both traditional and social media 10min
technologies to forge stronger relationships with its audience Q&A
• Leveraging on conversations in the social media space - How [Company] aligned its
corporate image and corporate reputation for greater brand coherence
• How [Company] came up with new PR initiatives to achieve sales conversion from social
media
___________________________________________________________________________________________________________ 2
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

3. CONFIDENTIAL, Page 3 of 5
CRISIS COMMUNICATIONS & MANAGEMENT
(6) [Company]’s Triumph in Managing Crisis with the Social Media & Lessons Gained
from the Experience
• [Company]’s overall crisis management framework for communicating and handling a crisis in [Extende
all 3 stages: pre, during and post d
Session]
• How to keep your crisis team updated and always on guard by providing real time information
80min +
through social media
10min
• “All issues are potential crises” - How [Company] monitored all potential issues and nipped it
Q&A
in the bud before they grew bigger
• How [Company] made effective use of both online and offline channels to mitigate [Crisis]
and how it leveraged on good media relations to help itself in times of trouble
• Post Crisis – what you should do to prevent future similar crises from happening and
learnings from [Crisis]
CORPORATE BLOGGING
(7) Initiating [Company]’s Corporate Blog for Engaging with its Stakeholders in a Timely
Fashion
• “Corporate blogs are not white elephants” – How [Company] aligned its corporate blog to
business objectives and metrics so that there is a purpose
[Case
• Tips on what communication styles to use in your corporate blog, how to update and maintain
Study]
it and what not to do
50min +
• How can B2B industries make use of corporate blogs to engage with its stakeholders
10min
effectively
Q&A
• How [Company] used its corporate blog to support its offline functions to communicate
consistently
• Blogging as a crisis tool – How [Company] strategically leveraged on its corporate blog
during crisis times
• Challenges that [Company] faced when initially launching its corporate blog and how they
were overcame
PR for the Public Sector
MONITORING PUBLIC OPINION
(8) Staying Ahead of the Public’s Chatter: How [Govt] Came Up with a System to Monitor
& Manage Public Opinion
[Case
• How public sentiments on policies and issues have moved from offline to online channels and Study]
why it has become imperative for governments to start monitoring on the web in addition to 50min +
traditional channels 10min
• How [Govt] developed public opinion monitoring strategies for both day-to-day and long term Q&A
running of the organisation
• Responding to public feedback - How [Govt] made use of the data it has collected from social
media platforms to turn it into knowledge and delivered a timely response to the public
• Challenges encountered by [Govt] in the earlier stages and how it tackled them
___________________________________________________________________________________________________________ 3
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

4. CONFIDENTIAL, Page 4 of 5
MEDIA RELATIONS
(9) How [Govt] Innovated with Social Media Strategies to Communicate Better with
Journalists
• Journalists today – Who they are now, know their beat, timeline and appreciate the meaning [Case
of news values Study]
• How [Govt] utilised the social media to engage journalists with faster response time and with 50min +
great transparency 10min
• Incorporating a social media release with traditional press release to provide more interactive Q&A
information to the public
• How [Govt] applied innovative content creation ideas to maintain media interest in its news
• Challenges [Govt] faced when fusing both traditional and new media into its communication
strategies and how they were overcame
REPUTATION MANAGEMENT
(10) How [Govt] Adopted Social Media Strategies to Boost its Reputation
• Challenges in maintaining a good governmental reputation in today’s digital age [Case
• Aligning action and words - How [Govt] acted credibly in all situations to boost public opinion Study]
& reputation 50min +
• How [Govt] leveraged on social media to engage the public on a more personal level to get 10min
feedback and how this boosted public satisfaction and [Govt]’s reputation Q&A
• 360 degree approach - How [Govt] integrated both traditional and social media technologies
to effectively reach out to the public
• Challenges and pitfalls to avoid when planning and implementing social media PR strategies
CRISIS COMMUNICATIONS & MANAGEMENT
(11) [Govt]’s Triumph in Managing Crisis with the Social Media & Lessons Gained from the
Experience
• [Govt]’s overall crisis management framework for handling a crisis in all 3 stages: pre, during
and post
• Style, content & media - How should governments communicate to the public during a crisis
• How [Govt] worked together with the media to give timely updates and ensure responsible
[Extende
reporting so as not to cause public panic
d
• How [Govt] made effective use of both online and offline channels to mitigate [Crisis] Session]
• Post Crisis – How should governments communicate to assure the public and gain back the 80min +
public’s trust 10min
Q&A
INTERNAL COMMUNICATIONS
(12) How [Govt] Facilitated Internal Communications with Social Media Leading to
Increased Efficiency
• Motivations for considerations to adopt a social media PR strategy and how the [Govt]
[Case
defined its short and long term action plans for communications
Study]
• How [Govt] incorporated social media into its internal communications to increase level of
50min +
employee identification with core mission and values
10min
• How [Govt] formed and managed a social media team that ensured message and
Q&A
communications consistency from within
• “Good external communications start internally” – How [Govt] extrapolated its internal
communications strategy to its external communications with the public for uniformity
___________________________________________________________________________________________________________ 4
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

5. CONFIDENTIAL, Page 5 of 5
Search Engine Optimisation
(13) Topping in Searches: How [Company] Improved its Visibility Among Stakeholders
• Search Engine Optimisation (SEO) - Complementing your social media PR strategy
[Case
• Analysing which keywords are most relevant to include in your website, social media release
Study]
and other areas to optimise search results
50min +
• The different aspects of SEO – Links, traffic and usability and how they all work together to
10min
improve your organisation’s ranking in searches
Q&A
• Applying SEO in press releases – keyword density versus using them high in the document
• Ignoring the internet is no longer a choice – How to develop a strong web presence for your
organisation
PR Measurement
(14) Linking Metrics with Objectives to Evaluate the Effectiveness of Your Social Media
PR Strategies
• PR measurement and how to set measurable goals for both online and offline initiatives
• Social media analytics – How to assess campaigns launched on Facebook and Twitter [Extended
• Applying advanced tools to measure its effectiveness in achieving communication goals Session]
• Identifying important metrics that corresponds with communication objectives to ascertain 80min +
the performance of a Social Media PR campaign 10min Q&A
• Measuring the tangibles and intangibles – Determining the ROI of a social media PR
campaign and quantifying consumer engagement & loyalty
• Case study: Post-campaign evaluation process [Company]’s PR team spearheaded to
extract learnings for future PR strategies and campaigns
___________________________________________________________________________________________________________ 5
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg