Strategic Corporate Communication and Measurement Workshops

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1 Updated Program The 2008 Strategic Corporate Communication and Measurement Workshops Solutions to Communication Challenges in a Changing Marketplace and Workplace November 13 14, 2008 Marriott East Side New York, NY Trusted Insights for Business Worldwide

2 Day One Thursday, November 13, 2008 Strategic Corporate Communication: Structuring Communication for New Business Realities Registration and Continental Breakfast: 8 9 am General Session A: 9 am 12 noon Session Sponsored by: Welcome and Introduction Lee Hornick, Workshop Program Director, The Conference Board Developing Your Communication Plan To Deliver Results Today, business demands communication that s meaningful, credible, and delivers results. Shifting priorities, product innovations, and technology are changing the way you reach your stakeholders. During this session, we will explore how to best develop your corporate communication strategies. Ruth Hunt, Principal, Buck Consultants Influencing Behaviors and Attitudes of Your Stakeholders The business world is a place of constant change with corporate mergers, layoffs, bankruptcy, and restructuring hitting the news every day. During this session you will learn how to: Create a communication strategy that wins support Influence attitudes and behaviors Improve organizational effectiveness Teresa Paulsen, Vice President Corporate Communication, ConAgra Foods Aligning the Organization Through Organizational Communication The corporate communication strategy must be owned internally, from the top of the organization to the front line staff, if it is to be implemented effectively and receive the resources it needs. During this session, you will learn how to align the organization through organizational communication. Susan Berger, Vice President, Internal Communications, MetLife Managing the Communication Function in a Changing Marketplace The global marketplace is evolving at an unprecedented pace. To thrive or in some cases even survive companies must think and act globally to promote their competitive advantages, develop and enhance their brands and manage their reputations. How to structure a communications function that can adapt to rapidly changing business dynamics How to address issues associated with global competition (e.g., a shifting labor base, offshore competition) How to engage employees as advocates and change agents Jeffery Baum, Vice President, Global Communications, EDS

3 Networking Lunch: 12:15 1:30 pm General Session B: 1:30 3 pm Working Groups: Adapting Communication to Changing Business Realities Managing through uncertain times is a corporate fact of life. But recent events have widened the zone of uncertainty, as companies try to adapt to shifting priorities, continuing economic ambivalence, and changing consumer preferences. During this working group session, you will design a communication plan that adapts to changing business realities. General Session C: 3:15 5 pm Transformation Through the Eyes of Communications Communications can and should play a pivotal role in helping an organization regain its competitive edge. Nortel is in the middle of one of the most significant transformations in the technology sector today. In this workshop, Ronald Alepian, Vice President, Global Communications of Nortel, will discuss the journey that Nortel is on and lessons learned that all communicators can benefit from; including how daily execution can trump long term strategic planning. Ronald Alepian, Vice President, Global Communications, Nortel Gaining Credibility with Corporate Reputation Capital One has identified reputation as one of its critical risks and has organized around managing that risk. Through a collaborative process, initiated and led by Capital One s Corporate Affairs team, the company has developed a framework to assess reputation risk across operations, functions, practices and policies. Capital One s reputation risk management process enables it to: Recognize red flags of reputation exposure Provide a roadmap for strengthening risk management in vulnerable areas Highlight areas in need of attention to effectively manage risks that can damage reputation Richard Woods, Senior Vice President, Corporate Affairs, Capital One Financial Advancing the Corporate Agenda through Communication Effective communication is crucial when building your corporate reputation in a highly competitive marketplace. During this session, you will discover new ways to advance the corporate agenda through communication. Thomas Chizmadia, Vice President, Corporate Communications & CCO, BASF Corporation

4 Day Two Friday, November 14, 2008 Corporate Communication Measurement: Gaining New Insights Into Organization Effectiveness and Performance Registration and Continental Breakfast: 8 9 am Welcome and Introductions Lee Hornick, Workshop Program Director, The Conference Board General Session A: 9 am 12 noon Session Sponsored by: Managing the Complexities of a Global Media Outreach Program In today s business climate, your corporate reputation is shaped by the global media. During this session, you will discover how to effectively manage and measure the complexities of a global media outreach program. Norman Clements, Senior Vice President, Global Analysis Services, Cision North America Measuring What is Important Verizon Telecom is building in actionable measurements for many of their key employee communications. Angela Sinickas will cover the most important types of research questions to ask and how to analyze the findings. Maureen Flanagan will discuss how Verizon Telecom has put their research results to use in changing how they communicate with employees and in how they work with management. During this session, participants will learn: How to build in measurement into communication plans The three most important questions to ask when identifying the effectiveness of communication campaigns and vehicles How to share results with key stakeholders in a way that leads to change Angela Sinickas, President, Sinickas Communications, Inc. Maureen Flanagan, Executive Director, Public Affairs, Verizon Telecom The Value of Effective Internal Measurement Never has the need for providing employee communications been greater. New technologies and ever changing ways of working all drive the need to get information around your business more effectively. In addition, employees are demanding more and more involvement in change to be able to shape their work. Communications cannot be left to chance. During this session, a senior communication executive reveals the role of measurement when improving organizational effectiveness. Sheldon Jones, Vice President, Communications, Novartis Corporation Call Customer Service at

5 Optimizing Your Corporate Communications Optimizing corporate communications has a lasting impact on relationships with key internal and external stakeholders. Streamline your organizational structure through functional assessments and benchmark against industry peers Be accountable for your function s performance with solid metrics that connect directly to shareholder or customer value Take ownership of the roles within your function and define clear responsibilities for each Invest in your people; professional development and skill building lead to a productive communications team Juanita T. James, Chief Marketing & Communications Officer, Pitney Bowes Networking Lunch: 12:15 1:30 pm General Session B: 1:30 2:30 pm Working Groups: Gaining New Insights into the Workforce through Communication Measurement Successful corporate communication strategies are well integrated and have strong, clear alignment with the organization s business objectives. During this session, you will discover new ways to measure your internal communication. General Session C: 2:45 4 pm Measures of Social Media Success Successful social media influences attitudes and behaviors of your stakeholders. During this session, you will gain the latest Web 2.0 usage metrics. You will also learn how to correlate participation in the new social media with your organization s internal and external goals. During this session: Determine where and how social media can add the most value to influencing attitudes and behaviors Measure the impact of the social media your organization sponsors against your organization s appearance on social media platforms you have no control over Justify the use of social media to management B.L. Ochman, President and Founder, Whatsnextonline.com Integrating Research, Communication and Measurement The communications function brings value to organizations and businesses by supporting and implementing a business plan. It is through communications that marketing goals, HR goals, and productivity goals are achieved successfully. Effective communications strategy begins with an understanding of what is important and drives loyalty with target audiences, how to best reach target audiences, whether communications were heard and resonated with target audiences, and if communications caused target audiences to take action or changed opinions. Use research to understand your target audiences Develop and adapt communications strategies based upon audience insight Measure the impact of communications on target audiences Donna Coletti, Director, Market Research & International Communications, Texas Instruments, Inc.

6 Strategic Corporate Communication and Measurement Workshops November 13-14, 2008 Register your team by phone, fax or on the web at Phone Customer Service at :30 am to 6 pm ET Monday through Friday Fax Completed registration form to: Mail The Conference Board, Inc., P.O. Box 4026, Church Street Station, New York, NY Please print or attach a business card; for additional registrants, duplicate this form. Name Title Department Company Address City _ State Zip Telephone ( ) Fax ( ) Agenda Code Payment Check payable to The Conference Board for $. Charge to my: American Express Discover MasterCard Visa Acct. No. Exp. Date Signature Date *Cancellations subject to penalty of $500 administration fee up to two weeks before. No refund after two weeks before seminar. Register Hotel Room Information Marriott East Side 140 East 49th Street New York, NY Tel: Hotel Reservations Cut-off Date: Wednesday, October 22, 2008 November 13, 2008 (#B ) November 14, 2008 (#B ) Registration Fees payable in advance in U.S. dollars* One Day Workshop Associate: $1,195 Non-Associate: $1,395 Two Day Workshop Associate: $2,150 Non-Associate: $2,500 The Conference Board and the torch logo are registered trademarks of The Conference Board, Inc. Program subject to change. September 2008

7 Companies participating: BASF Corporation Capital One Financial ConAgra Foods EDS MetLife Nortel Novartis Corporation Pitney Bowes Texas Instruments Verizon These insightful programs are for: Corporate Communication Executives Corporate Affairs Executives Employee Communication Executives Public Relations Executives Human Resources Executives

8 The 2008 Strategic Corporate Communication and Measurement Workshops November 13 14, 2008 Marriott East Side, New York, NY Printed and bound by Villanti & Sons, Printers, Inc., Milton, Vermont, an FSC-certified printer. This brochure is printed on Mohawk Via paper, which is 100% post-consumer waste fiber, manufactured with wind power, and is process chlorine free. The paper is certified by Green Seal and SmartWood for Forest Stewardship Council standards. No films or film-processing chemicals were used in the printing of this brochure. The Conference Board 845 Third Avenue, New York, NY Agenda Code

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