One-day connected forum and two interactive workshops #corpmine #corpcomms

29-30 April 2014, The Sebel Surry Hills, Sydney, Australia

$945 + GST to attend the forum Before 30 March 2014

Talking Straight in a Corporate Minefield

Organisation war stories and insights into safeguarding your brand and reputation

WHO SHOULD ATTEND:

The Communication Professionals Government and Private sector Social Media Advisors Social Media Managers Head of Communications Communication Managers/ Team Leaders / Group Heads Corporate Communications Director/ Head/ Managers Corporate Affairs Director/ Head / Managers Internal Communications External Communications Content, Digital and Social Marketing Managers Media Managers Media and Corporate Affairs Group Communications Manager Lecturers/Professors PR and advertising strategy

Hear case study and practical presentations from:

Deloitte Coles Australian Public Affairs Australian Human Rights Commission Optus Mi9 (ninemsn) iSentia GE Capital

Wednesday, 30 April 2014

Post-Forum workshops:
Workshop A: Angry villagers are coming at you: A hands-on step by step guide to navigate a successful path for your organisation when trust is low and stress is high Facilitated by: Carolyn Swindell, Principal Consultant, Charliesierra Pty Ltd. Also, Lecturer in Public Relations Strategy in the Masters of Public Relations and Advertising at the University of NSW Workshop B: The Intersection: Aligning strategic objectives and company values to build your reputation Facilitated by: Sharon Cartwright, Strategic Communication Director and Deborah Cox, General Manager, Loulaki Blue

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Talking Straight in a Corporate Minefield

Organisation war stories and insights into safeguarding your brand and reputation
Everything today is about how one is perceived from facebook selfies, twitter updates to the large scale company advertising and media campaigns. While the world is frantically working on enhancing their image, just how much more critical will this challenge be for a company? A slight scratch on a brands image, the reputation at stake, and the money, market share all of it spirals downwards. Safeguarding a brands reputation is far more important than the brand itself, and enough reason to give any CEO sleepless nights. Interestingly, an organisation practically cannot control its reputation. It can however focus on its communication. Communication professionals thus have a phenomenal task at hand, for the brand image is communicated through their lens. With the colossal scale of social media today, even a 140 character tweet can spark a whole catastrophe for a brand image. Wouldnt it be far more valuable to identify potential disasters in time rather than respond when an attack on reputation flares up? How do you track what is being said about your organisation on the world wild web? Vigil needs to be maintained and the communication needs to be swift, and exact. No organisation is safe from PR disasters, online scarring or reputation attacks. But how can you regardless, come on the top? Sharing their journeys and war stories, this conference brings some of the leading organisations across Australia to enable you to shape your brand image just how youd like it to be.

WHY SHOULD YOU ATTEND:

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Because an attack on a company image and its reputation always happens unannounced - How prepared are you? Because as communicators there is a pressing need to constantly maintain vigil Because we can only learn from experience and the speakers generously come forward to share their unique insights and personal company stories Because the social media is truly the world wild web how do you sniff out potential disasters? Because there are unique ways of how our speakers have assessed the situation correctly, coordinated an effective response and learnt some valuable lessons that will stand you in good stead too Because it is demanding to manage corporate crisis amidst challenging, changing times

CONNEcTED FoRUM - Tuesday, 29 April 2014

8.30 Registration and refreshments 9.00 Chairperson's opening remarks Sharon Cartwright, Strategic Communication Director, Loulaki Blue 1.30 Managing corporate crisis amidst challenging - changing times Managing corporate crisis amidst challenging - changing times The rise of regulation and class actions have made managing a corporate crisis far more challenging The General Counsel is a friend not a foe in a corporate crisis involving legal action Corporate communications can be effectively conducted despite legal restrictions Corporate reputation with key stakeholders can be built during a crisis Robert Hadler, General Manager Corporate Affairs, Coles

9.15 Audience Interactive: Communicating through times of change: internal & external considerations

This is an open interactive for delegates & speakers to engage, share and throw open ideas, experiences, challenges and concerns to gain valuable solutions and inputs from each other. Panellists: Sean Walsh, Head of Communications, Mi9 (ninemsn) Ben Findlay, Head of Corporate Communications, Deloitte

2.15 Skilful coordination during crisis Planning & preparation Assessing the situation correctly Coordinating an effective response Informing all stakeholders Lessons to be learnt Liam Bathgate, Director, Australian Public Affairs

10.00 Talk Straight Projecting Authenticity in a Digital World

Get insights into how Deloitte is integrating social media into its issues management planning and discuss the challenges of balancing legal positions with an authentic public voice in a 24-7 digital world Engaging media and stakeholders in the new digital economy Managing the reality of multiple corporate spokespeople Adapting issues management plans to incorporate social media Working with and educating your legal team Ben Findlay, Head of Corporate Communications, Deloitte

3.00 Afternoon refreshments and networking 3.15 Case study: Crisis Communications as a National Infrastructure Provider

10.45 Morning refreshments and networking - tweet #corpmine 11.00 Case study: BackMeUp anti-cyber bullying campaign

This campaign by the Australian Human Rights Commission is aimed at 13 17 year olds and raises some interesting challenges around engaging with young people from the point of view of corporate communications Encountering legal issues surrounding video content generated by teenagers Engaging with the target audience while avoiding an ethical minefield Understanding ones duty of care Adrian Flood, Communications Director, Australian Human Rights Commission

Clare will provide practical insight into how, as the provider of critical telecommunications services, Optus manages the dissemination of information during a time of a natural disaster. What does the public need to know, how do you engage the government and what does the media need to know? Being prepared when there is a crisis and there will be one! The information flow who needs to know first and what do they need to know Engaging stakeholders for reciprocal benefit Channels of communication in a social media world Protecting and enhancing reputation in a time of crisis Clare Gill, Head of Government and Corporate Affairs Optus, Optus

4.00 Picking the gold nuggets out of the minefield: Dealing with the wild, wild web Understanding how to effectively track what is said about your organisation and where it has come from Distinguishing useful criticism from trolling The need for timely response vs the need for accuracy and sensitivity a few simple rules Forging awareness on identifying issues with a potential to escalate Looking at the longer term how do I make use all this social media generated data and what am I allowed to use it for? Patrick Baume, Group Communications Manager, iSentia

11.45 Case Study: Executing an effective Thought Leadership Strategy to enhance a companys brand and reputation

Anthony has led the GE Capital Mid-Market Thought Leadership Strategy in Australia & New Zealand part of the program awarded best global content marketing / thought leadership for 2013 (awarded in January 2014) How to use Thought Leadership to drive brand awareness and commercial success How to align and execute an effective integrated marketing & communication plan Utilising social media for community and brand building Anthony Spargo, Director Public Affairs (ANZ) GE & Communications, GE Capital

4.45 Closing remarks by chair 5.00 End of connected forum

12.30 Networking lunch (let us know if you have any special dietary requirements 2 weeks prior to forum)

POST- FORUM worKshopS Wednesday, 30 April 2014

Angry villagers are coming at you: A hands-on step by step guide to navigate a successful path for your organisation when trust is low and stress is high
allow you to create value for your organisation from even the most hostile situations. Carolyn will be assisted by Amy Carr, Principal Legal Counsel for Inside Eagles who will look at what building trust through transparency might do to your legal position. Amy will represent the lawyers in their case studies to simulate how your Communications team really works. This hands-on workshop will look at: Identifying and characterising threats Precaution advocacy Bringing in the nerds when does science help defuse the anger? Achieving outcomes with good legal compass

Registration: 8.30 am Workshop starts: 9.00 am Workshop ends: 12.00 pm Facilitated by: Carolyn Swindell, Principal Consultant, Charliesierra Pty Ltd. Also, Lecturer in Public Relations Strategy in the Masters of Public Relations and Advertising at the University of NSW About the workshop: When the angry villagers are coming at you with pitch forks and burning effigies because theyre scared of hazards real or otherwise, the communications landscape and all the rules we know and rely on change. In this hands-on workshop, well use case studies across a range of industries to examine how to navigate a successful path for your organisation when trust is low and stress is high. This three hour workshop will look at some of the key theory and tools of risk management and work on the practical skills that will

About the workshop leader: Carolyn Swindell has worked in strategic communications for 20 years, managing highly-emotional and contentious issues in a range of industries. She is a former Senior Ministerial Advisor in Health, Aged Care, International Relations and Trade and has worked in the private sector managing reputational issues for organisations including Coca-Cola Amatil and Vodafone. Since 2010, Carolyn has been Principal Consultant for Charliesierra Pty Ltd, providing counsel and support on issues and crisis management to CEOs and Boards around Australia. Carolyn lectures in Public Relations Strategy in the Masters of Public Relations and Advertising at the University of NSW. Amy Carr is Principal Legal Counsel for Inside Eagles, providers of in-house counsel to business. Amy and Carolyn often collaborate on work to ensure the strategic communications outcomes of partner organisations are underpinned by watertight legal compliance.

The Intersection: Aligning strategic objectives and company values to build your reputation
. Topics will include: The role of values in organisations Alignment of values and strategic priorities Engaging people with values, as well as business objectives

Registration: 12.30 pm Workshop starts: 1.00 pm Workshop ends: 4.00 pm Facilitated by: Sharon Cartwright, Strategic Communication Director and Deborah Cox, General Manager, Loulaki Blue About the workshop: Organisations constantly strive for the right balance of governance, transparency, reputation, employee engagement and shareholder return. Strategic objectives can be perceived by employees and an increasingly discerning public as at odds with the brand, values and ethics when under pressure to perform. In recent times weve seen the reputations of some of Australias most high profile business and sporting organisations jeopardised by the actions of its representatives no one is immune from damaging an organisations reputation! So how do you get your values, objectives and your reputation to align? How do you engage employees in both understanding and living the values? This workshop puts fictitious, but plausible scenarios to the test and we share our experience with seeing the tension between reputation and values. About the workshop leaders:

Through interactive situation-based activities and case studies, well explore ways to promote knowledge, engagement, informed decision making and endorsement of ethical behaviour. As a result, participants will: Understand the various components that influence behavioral choices Experience an ethical scenario role play Be exposed to a variety of ethical perspectives

Sharon and Deborah are strategic communication directors with a wide range of experience across many industry sectors. Collectively, their work covers the gamut of change, brand, reputation, leadership and customer engagement through strategic external and internal communication campaigns. At Loulaki Blue, they support leaders and communicators in organisations by developing engagement strategies and creative campaigns. Sharon and Deborah specialise in results-oriented planning and execution, informed by research, facilitation and a collaborative consultation approach with clients. They work with Loulaki Blues creative team to produce engaging tactics that send clear, articulate messages to the right audiences and drive excellent business results.

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PosT: Send the completed registration form to Ark Group Australia Pty Ltd, Main level, 83 Walker Street, North Sydney, NSW 2060

Talking Straight in a Corporate Minefield

29 - 30 April 2014, The Sebel Surry Hills, Sydney

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