Strategic Summit Day One

7:30 – 8:30 AM
CONTINENTAL BREAKFAST
Sponsored by Huntington Ingalls Industries

8:30 AM
WELCOME AND INTRODUCTIONS

Robert W. Grupp, Summit Director, STRATEGIC COMMUNICATIONS LEADERSHIP INITIATIVE; President, GRUPP GLOBAL PARTNERS LLC

OPENING KEYNOTE
8:40 – 9:40 AM

COMMUNICATION: THE CORE OF STRATEGIC LEADERSHIP

General John Allen, Former Commander of the NATO International Security Assistance Force in Afghanistan, UNITED STATES MARINE CORPS

In this opening keynote, the Strategic Summit is honored to welcome one of America’s top military commanders. General Allen will identify the fundamental values and enabling strategies that best equip leaders and organizations to compete successfully in today’s complicated world – across geographies and cultures in an often contentious environment crowded with new media. General Allen led forces in Afghanistan for 19 months, from mid-2011 through February 2013. Prior to that, he was deputy commander of the U.S. Central Command from June 2008 through mid-2011. Hear General Allen’s remarks and you will understand why leadership skills learned in military training enhance success in corporate life.

CASE STUDY FROM THE FIELD
9:40 – 10:40 AM

THERE’S NO QUICK FIX!
HOW TO FIND BIG & ADAPTABLE SOLUTIONS FOR COMPLEX PROBLEMS

Rear Admiral Harold “Hal” Pittman (ret), Deputy Chief of Staff for Communication, NATO ISAF in Kabul, Afghanistan (2011-12); Communication Director, US CENTRAL COMMAND in Tampa, Fla., and Doha, Qatar, UNITED STATES NAVY

While many private sector communications and government public affairs professionals have been working diligently to define and apply strategic communications as a “best practice,” NATO’s International Security Assistance Force communications program in Afghanistan achieved a level of sophistication not seen elsewhere. Retired Navy Rear Admiral Harold “Hal” Pittman, currently President and CEO of Special Olympics Iowa in Des Moines, and previously Deputy Chief of Staff for Communication, NATO ISAF in Kabul, Afghanistan (2011-12), will discuss “communication integration” as a business process for large organizations. The admiral, who until 2012 served in communication leadership roles in the U.S. military, shares lessons learned from the ISAF model that you can apply in your organization.

10:40 – 11:00 AM
NETWORKING & REFRESHMENT BREAK

THE POWER OF COMMUNICATION
11:00 – 12:00 PM

BECOMING AN “HABITUALLY STRATEGIC” COMMUNICATOR

Helio Fred Garcia, Executive Director, LOGOS INSTITUTE FOR CRISIS MANAGEMENT & EXECUTIVE LEADERSHIP; Adjunct Professor, NYU STERN SCHOOL OF BUSINESS

Communication is the absolutely indispensable leadership discipline. Yet too often, leaders and professional communicators get mired in tactics, and fail to influence public attitudes in ways that would help them the most. Here, the Strategic Summit’s highest audience-rated speaker returns and tells us how to apply the US Marine Corps’ proven leadership and strategy doctrine to all forms of public communication — and achieve truly extraordinary results.

12:00 PM
LUNCHEON FOR SPEAKERS AND PARTICIPANTS
The International Lounge at the Washington Plaza Hotel
Sponsored by BAE Systems, Inc.

CORPORATE BRAND INSPIRATION
1:00 – 1:45 PM

Jim Whaley, Senior Vice President, Communications and Marketing SIEMENS

Siemens, a global power in electronics, energy and healthcare has built a reputation for innovation and service over a long period of time. Now, the brand is also promoting its impact on everyday lives. One key piece of Siemens brand and reputation strategy is “Siemens Answers,” a multichannel, digital campaign created using storytelling about the lives of people who are benefitting from Siemens' cutting-edge technologies. In this case study, the Chief Communications Officer will share strategies and tactics used to “humanize” an organization’s brand.

INTERACTIVE DISCUSSION
1:45 – 2:45 PM

COMMUNICATING THE VALUE OF SOCIAL BUSINESS

MODERATOR:
Marcia Bullard, Board Chair, AMERICA’S CHARITIES; former President and Chief Executive Officer, USA WEEKEND national magazine.

PANELISTS:
David Albritton, Vice President & Chief Communications Officer, EXELIS, INC.

Diane Melley, Vice President, Global Citizenship Initiatives, IBM CORPORATION

Ken Sternad, President of The UPS Foundation and Vice President, UPS Global Public Relations and Media Affairs, UPS (retired)

Today’s socially minded workforce and consumer base are driving businesses to rethink the values which underpin their organization culture. These values are critical to recruiting and retaining top talent and ensuring customer brand loyalty. Many organizations are applying these values and finding bottom-line rewards through the adoption of responsible business practices which celebrate good corporate citizenship and civic engagement. This panel of executives will provide new frameworks and concepts to help you integrate citizenship and social responsibility throughout operations and position your organization for higher levels of success.

2:45 – 3:05 PM
NETWORKING BREAK

ENTERPRISE COMMUNICATIONS
3:05 – 4:00 PM

BUILDING BELIEF: A NEW MODEL FOR ACTIVATING CORPORATE CHARACTER AND AUTHENTIC ADVOCACY

Roger Bolton, President, THE ARTHUR W. PAGE SOCIETY, and former SVP Communications, AETNA

In this seminal new research, corporate communications executives offer new thinking and practical guidance to leaders responsible for communications. The report describes a new framework for how chief communications officers (CCOs) can define and activate their companies’ unique corporate character and build “advocacy at scale.” Strategies offered in presentation help organizations succeed in a radically different 21st century environment.

THE NATO PERSPECTIVE
4:00 – 4:50 PM

BUILDING A STRATEGIC COMMUNICATIONS MINDSET

Mark Laity, Chief Strategic Communications, SUPREME HEADQUARTERS ALLIED POWERS IN EUROPE (SHAPE), the headquarters of ALLIED COMMAND OPERATIONS (ACO)

As the civilian executive in charge of developing and coordinating the long-term strategic communications plans for NATO’s military, Mark Laity has a unique perspective on the profession. He joined NATO after 22 years in journalism, and most notably after 11 years as the BBC’s Defence Correspondent. A strong advocate for “strategic communications,” Laity believes the mindset required is to put information strategy at all levels of policy, planning and implementation. Then, as a fully integrated part of the overall effort, ensure the development of practical and effective strategies that make a real contribution to success. He believes the effectiveness of the information community has been compromised by infighting, distracting us from steps you can take to integrate communications across the enterprise, whether that is military, government or corporate.

4:50 - 5:00 PM
CHAIRPERSON’S CLOSING REMARKS

DAY ONE CONCLUDES

5:15 – 6:45
RECEPTION FOR SPEAKERS AND PARTICPANTS
Washington Plaza Hotel
Sponsored by Northrop Grumman Corporation

Strategic Summit Day Two

7:30 – 8:30 AM
CONTINENTAL BREAKFAST
Sponsored by Huntington Ingalls Industries

8:30 AM
CHAIRPERSON INTRODUCTION TO DAY TWO

KEYNOTE ADDRESS
8:40 – 9:20 AM

THE MOST EFFECTIVE NAVY PUBLIC AFFAIRS STRATEGIES
(AND WHAT CIVILIAN PROS CAN LEARN FROM THEM)

Rear Admiral John Kirby, Chief of Information, UNITED STATES NAVY

The U.S. Navy is widely regarded for producing senior leaders who communicate effectively and act decisively on big-picture issues in often extreme situations. One of the challenges that these commanders face is to develop strategies that incorporate the lessons already learned in today's transparent social media environment – enabling the Navy to communicate effectively and generate unity of effort. The value of these lessons learned extends to all public relations professionals. In this keynote, the Navy's Chief of Information will share military public affairs strategies that can prove essential for civilian pros in every industry.

INTERACTIVE PANEL PRESENTATIONS
9:20 – 10:10 AM

"INNOVATING" PUBLIC DIPLOMACY

MODERATOR:
Robert Grupp, President, STRATEGIC COMMUNICATIONS LEADERSHIP INITIATIVE, INC.

PANELISTS:
Dr. Roger Hayes, Senior Counselor, APCO WORLDWIDE. and Associate Faculty, HENLEY SCHOOL OF BUSINESS at the UNIVERSITY OF READING

Eileen O'Connor, Director of Communications & Public Diplomacy, U.S. DEPATMENT OF STATE

Public diplomacy in the Internet age – where power and influence belongs "to the many" – simply must engage more people in more places. Presentations by two experienced public diplomats followed by interactive discussion will offer fresh perspectives on how strategic communication currently is being used cross-culturally to influence perceptions of business and society. Eileen O'Connor brings fascinating insights from her recent work with the U.S. Embassy in Kabul, Afghanistan, and from her travels in Pakistan and the region. Dr. Roger Hayes from the UK is a seasoned public relations practitioner and corporate consultant who recently completed research comparing "Public Relations and Public Diplomacy in the Globalized World."

NETWORKING & REFRESHMENT BREAK
10:10 – 10:30 AM

COLLABORATING WITH THE C-SUITE
10:30 – 11:20 PM

CANDOR TRUMPS HIERARCHY
HOW COURAGEOUS FOLLOWERS KEEP LEADERS AND COMMUNIATION STRATEGIES REAL

Ira Chaleff, Founder and President, EXECUTIVE COACHING & CONSULTING ASSOCIATES; Author, The Courageous Follower: Standing Up To and For Our Leaders

Effective leadership and effective communication strategies depend on the reality on the ground being communicated and received at senior levels of the organization. Those below the senior level know how challenging this can be. Those at the senior level underestimate what it takes to create an environment that truly values candor. This presentation − by one of the "100 Best Thinkers on Leadership" according to Leadership Excellence Magazine − will provide the insight and strategies needed to create true partnerships between the levels of the hierarchy.

INSIDE PRESIDENT OBAMA’S “BIG DATA” VICTORY
11:20 – 12:00 PM

DATA ANALYTICS: HOW ELECTION DAY 2012 CHANGED THE GAME; IMPROVE HOW YOUR ORGANIZATION THINKS ABOUT INFORMATION AND USES IT

Rayid Ghani, Chief Scientist for Analytics, Technology and Data, OBAMA FOR AMERICA • 2012; formerly, Senior Research Scientist and Director of Analytics Research, ACCENTURE LABS

Data-driven decision-making played a huge role in creating a second term for the 44th President and will be one of the more closely studied elements of the 2012 election cycle. This massive data effort helped the campaign raise $1 billion, remade the process of targeting and created detailed models of swing-state voters that could be used to increase the effectiveness of everything from phone calls to direct mailings and social media. Hear the inside story from the “Chief Scientist” who devised the technology solutions and massive data analyses that enabled this winning campaign. Ghani will present a case study revealing how organizations can leverage the wealth of available data to communicate in highly personalized ways.

12:00 PM
LUNCHEON FOR SPEAKERS AND PARTICIPANTS
The International Lounge at the Washington Plaza Hotel
Sponsored by BAE Systems, Inc.

IDENTIFYING, COMMUNICATING
& MEASURING MASTER NARRATIVES

1:00 – 1:50 PM
USING NARRATIVE FOR ADVANTAGE:
A PRACTICAL APPROACH FOR ANALYZING AND INFLUENCING STORIES THAT MATTER

Doug Randall, CEO, and, Aaron Harms, Partner, MONITOR 360

Monitor 360 has a proven approach for analyzing and influencing narratives. They use a global network of subject-matter experts and a unique set of trade craft to identify Master Narratives that provide insight into the beliefs and mindsets that shape intentions and motivations. They also use big data analytics to hone in on the words, conversations, and opinions that represent these Master Narratives. In this session, they will talk about the process for identifying and measuring Master Narratives, using both qualitative and quantitative techniques — and then give pragmatic insights into how to influence narratives that are important to the Government and corporations.

PANEL DISCUSSION / Q&A

1:50 – 2:20 PM
GOING BEYOND CURRENT MEASUREMENT STANDARDS

Nick Tabbal, Vice President of Analytics, BULLETIN INTELLIGENCE.

Aaron Harms, Partner, MONITOR 360

Rayid Ghani, Chief Scientist, OBAMA FOR AMERICA • 2012

Doug Randall, CEO, MONITOR 360

Nick Tabbal will kick-off interactive discussion of measurement standards by providing practical advice on gathering data and examples of how to create meaningful earned media metrics. This panel will illustrate how you can avoid pitfalls when measuring results.

2:20 – 2:40 PM
NETWORKING AND REFRESHMENT BREAK

DELIVERING YOUR BRAND

2:40 – 3:20 PM
THE STORY OF INSPIRED WORK:
BRINGING A GLOBAL BRAND TO LIFE

John Suttle, Senior Vice President – Communications, BAE SYSTEMS, INC.

As the third-largest defense and security company in the world, BAE Systems is continually adapting and responding to changing market conditions. Core to the company's strategy is a new brand narrative that is helping the organization tell its story in a way that is relevantly localized and business-sustaining in key geographic markets where BAE Systems expects to expand. Suttle, who leads communications for BAE Systems' U.S.-based business that employs more than 46,000 employees across 130 sites around the world, will share insights into the processes and assumptions the company used to develop the narrative, as well as the best practices being applied to bring it to life both internally and externally. In addition to his work at BAE Systems, Suttle's leadership experience includes service as an Apache attack helicopter pilot in the Gulf War where he commanded the lead unit of the first daylight raid into Iraq. His military decorations include the Legion of Merit and the Bronze Star.

KEYNOTE ADDRESS

3:20 – 4:00 PM
THE BUSINESS CASE FOR STRATEGIC COMMUNICATIONS

Robert T. Hastings, Senior Vice President, Communications & Government Affairs, and Chief of Staff,
BELL HELICOPTER

The practice of strategic communication is not limited to the world of government and military public affairs. Today businesses large and small are discovering the power of synchronizing their images, actions and words to be more effective in the marketplace and win. Success or failure in strategic business communications can grow a business or ruin it; create jobs or lose them; build capital or wipe it out; or as we’ve seen in recent years, shape the future of entire industries. Hear a military public affairs veteran and former Pentagon public affairs chief reveal the capabilities and strategies he draws upon to succeed in leading communications for the world’s premier provider of vertical lift aircraft.

NEW FOR 2013!
BREAKOUT SESSION & INTERACTIVE DISCUSSION
4:00 – 4:50 PM

WHAT EVERYONE OUGHT TO KNOW ABOUT THE PROCESS FORMERLY KNOWN AS “STRATEGIC COMMUNICATIONS”

Dr. Mark A. Van Dyke, Associate Professor, MARIST COLLEGE, 2011-12 Visiting Professor of Strategic Communication, US ARMY WAR COLLEGE; Captain, U.S. NAVY (Ret).

In this session, former War College Professor Dr. Mark Van Dyke will challenge participants to continue moving beyond what we call “strategic communication” and focus, instead, on how we communicate strategically. Through presentations and interactive dialogue, Dr. Van Dyke will orchestrate the insights, images, and ideas discussed over the past two days and draw upon his own research in global communication strategies to move Summit participants to a collective understanding of how the strategic communication process can be planned and implemented in new ways.

4:50 – 5:00 PM
CHAIRPERSON’S CLOSING REMARKS

5:00 PM
SUMMIT CONCLUDES