Registration and Morning Coffee
Mastering the Art of Apology – Sorry Seems to be the Hardest Word
For more than 40 years Mary Jo Jacobi has operated at the nexus of energy, finance and government, from the White House and Wall Street to the City of London and Westminster. Along the way she created two award-winning global corporate brands, managed three of history’s most conspicuous corporate crises, and became the only person ever to be appointed to office by two U.S. Presidents, Queen Elizabeth II and Prime Minister David Cameron.
In her opening keynote, drawing from her experience at Royal Dutch Shell, BP America, Lehman Brothers, HSBC Holdings and Drexel Burnham Lambert, Mary Jo will share with you lessons learned in building and maintaining a global reputation, handling corporate and financial crisis and most importantly, how to craft the perfect apology.
Mary Jo Jacobi, Former assistant U.S. commerce secretary, Former chief reputation officer at Royal Dutch Shell and Former executive Vice President of BP America, USA
Patrick Jephson: Reputation Management For CEOs – Why CEO Reputation Management Matters More Than Ever
When your Boss is the brand, ultimately you may have to face the fact that they’re human after all. Today, reputations are more than ever at risk from the proliferation of global media … and increasingly unpredictable new media as well – phone cameras, Periscope, Facebook, for example. The lesson is the same: individual human being or global multi-national – their brand essence and values must be guarded more carefully and more vigilantly than ever.
In his session Patrick will help you identify the qualities people expect to see in their brands, prepare your CEO for major crisis, define the essence of your CEO’s brand, build the key message and most importantly, acquire substance, not spin.
Patrick owes much of his practical communications experience to Princess Diana, who chose him to be her equerry and only private secretary/chief of staff. He served the Princess for eight years (1988-96), responsible for every aspect of her public life, charitable initiatives, and private organization. He travelled with her to five continents, working with government officials up to head of state. Under relentless media scrutiny, his tenure covered the period of Princess Diana’s greatest popularity as well as the constitutional controversy of her separation from Prince Charles.
Patrick Jephson, NY Times Bestselling Authour, Former Chief of Staff to Princess Diana, UK
Lunch for Speakers and Delegates
Lessons Learned From Ebola: How Emory Communicators Grappled With the Ebola Crisis in 2014
In this session, Emory University’s AVP University Communications will share with you how Emory managed the communications around the treatment of four Ebola patients in 2014. Nancy will reveal tips to help you prepare BEFORE the emergency hits, and how to quell public fear and misinformation that could spell disaster.
This session will also help you understand how to determine if your crisis really is a crisis, the best ways to prepare and collaborate with stakeholders, how and when to assemble the players and their roles, as well as, why the CEO must be front line with internal communications and tips for managing a torrent of media.
Nancy Seideman, Associate Vice President, University Communications , Emory University, USA
How Icelandair Persuaded the World That Their Country Is Still a Great Holiday Destination
On April 14, Eyjafjallajökull volcano in the south of Iceland started erupting clouds of black ash. The whole world soon woke up to the consequences, as airspace was closed down across Europe, affecting flights throughout the world. For five days it was the world’s biggest media story. All eyes were on the images of the powerful bursts of fire and ash, and on the geographical maps showing the distribution of the ash cloud. With air traffic coming to a standstill, millions of passengers were left stranded.
In this session, Gudjon will share with you lessons learned from the 2014 volcano eruption in Iceland- the damage it did to the brand but more importantly, the aftermath and strategies the country and the airline used to rebuild Iceland’s reputation and make it one of the world’s most visited tourist destinations.
Gudjon Arngrimsson, VP Communications, Icelandair, Iceland
Networking and Refreshment Break
Cyber Crime: Preparing Your Organization for the New Normal
The global cost of cybercrime will reach $2 trillion by 2019, a threefold increase from the 2015 estimate of $500 billion and according to the Ponemon Institute’s “2016 Cost of Data Breach Study: Global Analysis,” which queried 383 organizations that suffered at least one breach in 2016, the average cost per breach was $4 million. That figure rose to $7 million in the U.S.
This interactive session will help you educate your workforce on potential threats, identify which data needs to be absolutely protected and key threats, plan in advance and how to rebuild trust with consumers after a cyber-attack.
Vitor de Souza, VP Communications, Cisco, USA
Handling Workplace Misconducts: What Role do Corporate Communicators Play?
The growing culture wars on identity and workplace misconduct have spurred significant vocal ire and activated new ‘couch propagandists’ and digital insurgencies that contribute to the new business ecosystem in a divided and angry world. Given the rise of these ‘snap-crises,’ companies must be far more vigorous in stress testing the tone and tenor of all public interactions – from earnings calls and direct- to-consumer advertising to culture wars on conduct and behaviour in the workplace – because the stakes are infinitely higher and costlier than even a year ago. These and other soft risks cost organizations roughly 40 percent in potential revenue annually, a particularly painful loss because it is avoidable at least in scope and scale. Proper risk sensing exists as well as a sober understanding of both brand and cultural identity.
Harlan Loeb, Global Chair, Crisis & Risk Practice, Edelman
End of Day One
Opening Session: Crisis Communications Workshop with Donald Steel
Donald Steel is a specialist in reputation and issues and crisis management, and works with companies in the UK, Europe, Middle East and Asia Pacific. He was previously the BBCs Chief Communications Adviser and was for 11 years the Corporations Chief Media Spokesman. In this role, he was responsible for the management of some of the biggest media stories of the decade, from the murder of the TV presenter Jill Dando, a terrorist bomb attack on BBCs London Television Centre and the kidnapping of the BBC journalist Alan Johnston, to the furore in the Arab world over the BBC and Sky TVs decision not to screen a charity appeal for the people of Gaza on impartiality grounds. He is widely regarded as an expert in the reputation and crisis communications fields and is a frequent speaker on the the topics, including at the London School of Economics.
Attending this workshop will enable you to:
• Conduct a vulnerability audit to assess potential crisis scenarios
• Create a core message that can be communicated across all social media channels
• Properly monitor your social media channels for potential problems
• Coach your spokesperson on the tough questions they may face from the media
• Engage the media and address misinformation and negative commentary
Analyzing The Importance Of Reputation And Reputation Management: What is Reputation?
•Case studies of good and bad examples of reputation management
Writing A Crisis Plan: The Role Of Executives
Lunch for Speakers and Delegates
Key Principles Of Crisis Management: Writing A Crisis Statement
Managing The Media
This segment will include key tips in managing the media, giving broadcast interviews and the essentials of organizing a good press conference
Networking and Refreshment Break
Interactive Crisis Simmulation
Participants will be divided into groups and each group will select a spokesperson who will be interviewed on the particular crisis situation. As the crisis develops, other spokespeople will be taken.
The simulation will also include a press conference where the spokespeople have to answer journalist questions.
End of Crisis Communications Boot camp