Global PR Summit Seoul

09.00 Registration and Morning Coffee

10.00 Opening Remarks

10.15 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 US Presidential Advisor, Corporate Director And Strategist And Former Communications Chief, BP America, Lehman Brothers, Royal Dutch Shell, USA

11.00 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

11.45 Interactive Discussion With Speakers and Delegates

12.15 Lunch for Speakers and Delegates

13.15 Behind Palace Doors: Managing the Reputation of the Brtish Royal Family
With more than 25 years’ experience, ranging from the British Royal Household, via Downing Street, to international NGOs, Colleen Harris has a strong track record of working in high-profile media and communications roles. This professional experience is complemented by a broad portfolio of trusteeships and non-executive director roles in the arts, education and health. In this interactive session, Colleen will share with you lessons learned from her work with The Prince of Wales during some of the most turbulent years in the British Monarchy.

Colleen Harris, Former Press Secretary to Prince Charles and Princes William and Harry, Spokesperson, Prince Harry and Meghan Markel's Royal Wedding, UK

13.45 Social Media For C-Level Executives: Analyzing Risks And Best Practices To Shield The Reputation Of Your Organization
Katie Morse, VP Digital Marketing, Nielsen

14.15 Interactive Discussion with Speakers and Delegates

14.30 Networking and Refreshment Break

15.00 The Monarch Collapse: 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

15.30 Busting the Myth of B2B Social Media: Establishing a Culture of Being Social
Kelvin Lee, Director, Social Media Marketing for Financial and Risk, Thomson Reuters, Singapore

16.00 Closing Discussion with Speakers and Delegates

16.30 End of Global PR Summit Seoul