7:30 – 8:30 AM
Sponsored by Huntington Ingalls Industries
CHAIRPERSON INTRODUCTION TO DAY TWO
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
Robert Grupp, President, STRATEGIC COMMUNICATIONS LEADERSHIP INITIATIVE, INC.
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.
LUNCHEON FOR SPEAKERS AND PARTICIPANTS
The International Lounge at the Washington Plaza Hotel
Sponsored by BAE Systems, Inc.
& 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.
3:20 – 4:00 PM
THE BUSINESS CASE FOR STRATEGIC COMMUNICATIONS
Robert T. Hastings, Senior Vice President, Communications & Government Affairs, and Chief of Staff,
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