PR PUNDIT - exploiting nurturing and protecting reputational capital

THE 10TH PUBLIC RELATIONS WORKSHOP
WEDNESDAY, NOVEMBER 30, 2005
THE HILTON TOWERS, MUMBAI

IN ASSOCIATION WITH:



PROGRAMME

8:30 AM	Registration

9:00 AM	THOUGHT LEADERSHIP – MORE THAN A CATCHY PHRASE FOR PR PROFESSIONALS Leading organisations recognise that thought leadership is essential to sustaining market dominance. How do these companies walk the talk? • Do they claim and demonstrate industry expertise in a given area (find a platform)? • Do they take a proprietary perspective toward it? and • Do they communicate their ideas in multiple arenas and formats? Although, most of us involved in strategic PR include Thought Leadership under corporate communication activities in a PR plan, how many of us are able to bring the vision to life by showcasing thinking (and highlighting industry stewardship) in a Thought Leadership Campaign. AP Parigi, MD & CEO, ENIL / TIML Harish Bijoor, CEO, Harish Bijoor Consults
9:00 AM
10:30 AM	ASSESSING PR MODELS WITHIN ORGANISATIONS – DELIVERY, POSITIONING, STRATEGY
	Harold Burson, one of the international doyen’s of public relations, once succinctly summed up the progression of PR as a business tool used by organisations as follows: • At first, it was: “Here’s the message, go deliver it” • Then it became: “What should the message be?” • Today, more and more, it’s: “What should we do?” The speakers in this session will share the evolution of the PR models in their respective companies. Meena Vaidyanathan, Director, Corporate Communications, Honeywell India Peter Yorke, Vice President - Corporate Communications, i-flex

12:00 noon	Cofee Break
12:15 noon	DEBUNKING MYTHS ABOUT PR – THE ROLE OF PR IN MARKETING Consumers form their impressions about brands, products and services in many ways today. Advertising is still – at least by weight of visibility and spend – dominant, but even the most carefully crafted advertising message can be undermined by comments in media. How to create a balanced marketing mix when all channels seem to be blurring. Although, PR has been used effectively for product introductions, not many brand or marketing managers really have PR as an ongoing element of the marketing mix to sustain a healthy brand profile. Lets hear about a few that do and how. JC Giri, President, O&M Mumbai Anisha Motwani, Director Marketing, General Motors

1:30 PM	LUNCH

2:30 PM	MEASURING PR OUTCOMES – WHAT IMPACT IS THE COMMUNICATION HAVING? One critical aim of PR is to influence a change in behaviour. The perception that measurement of PR is either not possible or simply too difficult is misplaced. Measurement of PR is alive and healthy, and many organisations use it. PR activities can be measured through self-reported measures (e.g., surveys) as well as through direct observation (e.g., participation in events, enrollment in partnership programmes, etc.). An additional, and very critical aspect of success is the extent to which media is engaged, supportive and compelling in telling the story. Madhulika Gupta, Director Corporate Affairs, Citigroup Sourav De, Head - CIRRUS

4:00 pm	Cofee Break
4:15 PM	PR & JOURNALISM – THE LOVE HATE RELATIONSHIP "Is the uncomfortable marriage between PR and journalism easing out? Yes, there are professional, competent PR people just as there are 'difficult' journalists. While some industries do as a rule attempt to manipulate the media more than others (think Politics, "A-Listers", etc.), there are many who are known to present an open and transparent channel of communication with the media. Some argue, that a sense of maturity prevails – with PR expectations from client organisations becoming realistic as well as the transition of several journalists into the profession of PR. Or is it a mere resignation to the fact that we have to work together. Kanwaldeep Singh, Dy. GM Corporate Communications, Maruti Udyog Vivek Law, Consumer Affairs Editor, CNBC TV18.
5:45 PM	Close
	PR Pundit reserves the right to alter the programme as necessary