KEYNOTE ADDRESS
REAR ADMIRAL DENNIS J. MOYNIHAN, CHIEF OF INFORMATION, UNITED STATES NAVY, THE PENTAGON
Reorientation, Renewal and Revitalization: The Evolving Business of Strategic Communications
Smart, strategic communications is integral to helping advance the US Navy mission and brand. New technologies continue to emerge and change how, when and where the Navy engages its stakeholders. Whether it’s demonstrating a commitment to a more transparent and participatory Navy or engaging sailors and their families, many initiatives within the Navy have highlighted the value of sound communications.
INTERACTIVE PANEL DISCUSSION
MODERATOR:
CLARKE CAYWOOD, PhD., Professor, Integrated Marketing Communications, MEDILL SCHOOL OF JOURNALISM, NORTHWESTERN UNIVERSITY
PARTICIPANTS:
JONATHAN BLUM, SENIOR VICE PRESIDENT AND CHIEF PUBLIC AFFAIRS OFFICER, YUM! BRANDS, INC.
KEVIN A. CLARK, PRESIDENT AND FOUNDER, CONTENT EVOLUTION LLC AND DIRECTOR EMERITUS, IBM BRAND AND VALUES EXPERIENCE, IBM CORPORATION
How Public Relations Integrates Global Organizations: Assuming a Leadership Role
The field of communications has exploded, because of social media. The role of public relations now includes integrating relationships between organizations and many publics using fascinating new technologies. The integration of complex organizations demonstrates the range of leadership that public relations professionals can offer and this panel of experts will explain how.
GLOBAL COMMUNICATIONS
C. Perry Yeatman, Senior Vice President, Corporate Affairs, KRAFT FOODS
Managing Brands Across Cultures & Geographies
In this session, an executive managing global consumer brands will share strategies needed to overcome myriad challenges in branding a global organization. From multi-billion dollar deals to spearheading Kraft Foods’ first ever global week of service, Perry Yeatman has successfully used the disciplines of corporate affairs to help drive the company’s agenda, internally and externally, around the world.
CRISIS MANAGEMENT
Helio Fred Garcia, Executive Director, LOGOS INSTITUTE FOR CRISIS MANAGEMENT & EXECUTIVE LEADERSHIP; Adjunct Professor, NYU STERN SCHOOL OF BUSINESS
Protecting Brands and Reputations in Times of Crisis: Lessons Learned in Military and Corporate Organizations
A leading expert in crisis management and crisis communication, Fred Garcia advises and coaches leaders of some of the largest and best-known companies and organizations in the world. In this session, he will illuminate best practices when under pressure, current trends, and leadership skills that protect an organization’s operations in challenging times.
PUBLIC AFFAIRS
CEO, MULT-NATIONAL PUBLIC RELATIONS AGENCY (Invited)
Influence and Persuasion in an Era of Radical Transparency
The issues in play today are enormous — the financial health of a debt-ridden country, military readiness to confront a still-dangerous world, and many thousands of people still seeking jobs. In this environment, how can your organization mobilize and mange the number of people it needs to be heard within the political and public policy arena? In this session, learn how to establish a process for ongoing issues identification, monitoring and management.
B2B TO B2E (EVERYONE!)
Kathleen Donald, Managing Director, CAMPBELL EWALD
In today‘s digital world, it is more important than ever for organizations to provide a remarkable online experience to support top brands. Organizations that form relationships with consumers, employees and other stakeholders that go beyond the “transaction” will become relevant peers, and relevant peers will to be the organizations that have the highest brand loyalty and advocacy moving forward. In this session, discover the strategies you need to become a credible player and sought-after voice in the digital networks upon which we all now depend.
AIR FORCE CASE STUDY
Colonel Douglas P. Anderson, Director, Commander’s Action Group, UNITED STATES AIR FORCE
Using Social Media to Improve Service and Health in the Air Force Medical Service
A compelling case study using new communications technologies to communicate with and engage diverse and dispersed audiences, deliver guidance, training and content to ensure program sustainability.
CRITICAL ISSUES
Director, Defense Centers of Excellence for Psychological Health and Traumatic Brain Injury
(Invited) Healing the Wounds Of War: Communicating the Problem of PTSD
Conservative estimates hold that 20% of all living US combat veterans have suffered or are suffering from PTSD. As soldiers return from the wars in Afghanistan and Iraq, the number of cases is likely to increase at an alarming rate. Yet, many of these combat veterans are not diagnosed or treated. How can the scope of this national health issue be communicated more clearly to veterans, their families and by the people responsible for researching and funding treatments?’
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