Strategic Summit Day One

OPENING KEYNOTE

Admiral Thad Allen, Commandant, UNITED STATES COAST GUARD (ret.), Senior Vice President, BOOZ ALLEN HAMILTON

Leadership, Strategy and Communication: The Ingredients for Success in a Complex World
Admiral Thad Allen’s experience in operational missions, including leadership of the nation’s responses during Hurricane Katrina and the 2010 Deepwater Horizon oil spill as well as serving as 23rd Commandant of the U.S. Coast Guard enable him to provide a unique perspective on how companies, the military and government agencies use strategic communications effectively. In this opening keynote, Admiral Allen will describe how leaders in the private and public sectors communicate to build and maintain relationships with an increasingly diverse and complex stakeholder universe.

REPUTATION MANAGEMENT

Daniel Diermeier, PhD., IBM Professor of Regulation and Competitive Practice of Managerial Economics and Decision Sciences at the Kellogg School of Management, and Professor of Political Science at the Weinberg College of Arts and Sciences, NORTHWESTERN UNIVERSITY

The (Continuing) Challenge of Renewing Trust and Protecting Reputation
Building and protecting an organization’s reputation in a fast moving, global economy has moved to the top of the agenda for CEOs and boards. In this session, author and professor Dr. Daniel Diermeier offers the frameworks, strategies, and processes for building a capability to master this challenge.

FORTUNE 500 CASE STUDY

Gary Sheffer, Vice President, Communications and Public Affairs, THE GENERAL ELECTRIC COMPANY

Building a Sustainable “Employment Brand”
The key to developing an employment brand strategy is to arrive at a comprehensive understanding of your organization‘s culture, key talent drivers, external perceptions, leadership vision, business objectives and management practices. Gary Sheffer’s job as a communicator is to “help build the company’s culture and make sure it’s vibrant, understandable and robust. My job, in a lot of cases, is to help the outside world understand the value of GE’s culture.” In this session, hear Sheffer describes GE’s communications strategy in core areas including learning, performance and change.

SENIOR OFFICER BRIEFING

Brigadier General, Director of Public Affairs, THE PENTAGON (Invited)

The Value of StratComm -- Redefined
In this session, a senior officer responsible for developing and executing global communication processes to build understanding and support for his military branch will engage Summit participants on the new strategies being used to advance understanding for their mission, community and media relations, and integrated marketing programs across the world.

TRENDS

PAUL GENNARO, Senior Vice President and Chief Communications Officer, AECOM

Maximize Value and Reduce Risk: Managing PR/PA with Laser-like Focus on Excellence
AECOM is the world’s #1 engineering/infrastructure design firm with 45,000 employees who serve clients in more than 125 countries. Their projects vary from the world's largest bridge, in China, to the upcoming London Olympics, to half of the 15 largest infrastructure projects on the planet. Despite this enormous scope, AECOM manages public affairs, public relations and internal communications with precision – paying attention to detail and expecting flawless execution – and maximizing every opportunity to achieve optimal value. In this session, AECOM’s Chief Communications Officer will discuss the strategies used and the results achieved – both internally and externally.

ADVOCACY AND OUTREACH

Gloria Story Dittus, Chairman, STORY PARTNERS, WASHINGTON DC

Lobbying and Advocacy: Winning Strategies for Changing Times
Thousands of political players, representing various causes, lobby on issues through diverse and fluid factions. Some research suggests that these factions often cancel each other out and prevent disruptive swings in public policy. Yet, this is no reason for organizations to step away from political involvement. As agencies and governments struggle with growing needs for services and large budget deficits, companies will be expected to play an even greater role in addressing society's problems.

MEASUREMENT AND EVALUATION BEST PRACTICES

David Michaelson PhD., Principal, DAVID MICHAELSON & COMPANY LLC; Member, COMMISSION ON PUBLIC RELATIONS MEASUREMENT AND EVALUATION

Outputs, Outtakes, and Outcomes: Measuring What Matters
Too often organizations rely on their intuition when developing messages and strategies that will motivate their target audiences. This approach, while often producing highly creative work, can fail to achieve its objectives, resulting in a waste of communications budgets as well as lost opportunities.

In this session, you will learn best practices for identifying, collecting and evaluating data to drive decision making. What are the best measurement practices? What standards can we follow? How can PR/PA link to a company’s or client‘s key performance indicators.

Strategic Summit Day Two

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?’