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
Interactive Discussion with Speakers and Delegates
Lunch for Speakers and Delegates
Lessons Learned from Clinton to Uber - The 9 Rules of Crisis Communications
Matt McKenna is a former spokesperson and Senior Advisor to President Clinton, the Clinton Foundation and the Clinton family. He has advised politicians and business leaders across the United States and has even run communications for the likes of Uber. His experiences from Alaska, to Silicon Valley, to the White House helped him identify the 9 most important rules for crisis communications. Matt will share his stories and lessons learned; and he will talk through how to always be prepared for a crisis, communicate through it and uphold an organization's trust, credibility and reputation in the process.
Matt McKenna, Former Senior Advisor to President Clinton, Former Head of Communications at UBER and Co-Founder & Managing Partner of Greenbrier
The Monarch Administration: Taking Control of the Story and Being Resilient Throughout a Crisis
When Monarch Airlines went into administration, more than 110,000 people were abroad across 14 countries, and thousands more were planning to fly out of the UK. Cancelled flights, ruined plans and thousands of people turning up at airports needing information and reassurance. The CAA stepped into the breach, setting up and implementing a communications and social media strategy in the shortest of time frames. Here Richard Stephenson will talk about the importance of taking control of the story in the first few hours, how they kept control of the message during an emotional and stressful time and how to maintain staff resilience throughout a long campaign.
Richard Stephenson, Communications Director, Civil Aviation Authority, UK
Interactive Discussion with Speakers and Delegates
Networking and Refreshment Break
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
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.
Closing Discussion and End of Day One
Interactive Crisis Simulation Workshop With Donald Steel, Former Chief Communications Adviser at BBC
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?
- Building trust
- Case studies of good and bad examples of reputation management
Writing a Crisis Plan: The Role of Executives
Key Principles of Crisis Management: Writting 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.
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 5