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The
Eighth Public Relations Workshop
September 10, 2003
ITC Grand Maratha Sheraton, Mumbai |
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Programme
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| 8:30
AM |
Registration |
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| 9:00
AM |
Rural
PR
Nationwide,
marketing and sales campaigns have taken
on a new tone. There appears to be a new
interest in restoring a strong sense of
community and its values that were once
inherent in our society, and which brought
people together. The rural marketplace gains
significance as companies seek to enlarge
their presence and seek out customers in
semi-urban and rural settings. How different
is the approach to communicate with the
rural market using language media, propagation
tools and third party endorsements?
Ranjana
Smetacek, Director Public Affairs, Monsanto
India
Maanav
Yashroy, Manager Operations - Rural Distribution,
ITC Ltd. - IBD
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10:30
AM |
Communicating
for Change
The
business environment makes demands on organisations
to constantly change in their quest for success.
However, change is both disorienting and challenging.
How does the corporate affairs role support
this change management? What is the strategy
adopted for communicating for business change
initiatives? What are the pitfalls to avoid,
to ensure a smooth transitional phase? The
speakers in this session will illustrate how
their organisations effectively managed a
change management campaign.
Neel
Chatterjee, Regional Head, Corporate Affairs,
Standard Chartered Bank
Svetlana
Pinto, Head Corporate Affairs & Communications,
Novartis India Ltd.
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11:45
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COFFEE
BREAK |
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| 12:00
noon |
Creating
Consumer Loyalties
The
savvier consumers become, the more they mistrust
traditional paid for communication. Put off
by scares and scandals, they are increasingly
turning to the people they trust. Control
of word of mouth and influencing the influencers
is fast becoming an essential trend in communications.
PR has an obvious role to play in managing
this third party endorsement. It's all about
wrapping brands in a halo of authenticity
that other channels of communication, and
your competition, cannot achieve. The speakers
in this session will share with us how they
have explored the optimum way of reaching
the target audience - whether this is via
media relations, promotions & competitions,
advertorials, direct to consumer activity,
sponsorship etc.
Pradeep
Gidwani, MD, Fosters India Ltd.
Ramesh
Natarajan, Head Marketing, DHL Worldwide Express
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| 1:30
PM |
Lunch
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| 2:30
PM |
Building
Brand Identities
Competition
between brands is fiercer than ever in today's
increasingly sophisticated and crowded marketplace.
The identity of a brand is the foundation
of any good brand-building programme. Though
it seems obvious that a company must have
a clear brand identity, what is the "relevant"
brand identity and how can PR build, support
and sustain the chosen identity? How does
a communicator provide guidance on the programmes
and communications to support and reinforce
the brand and avoid those that may detract
and confuse the identity? The speakers in
this session will share their past and current
experiences.
Harish
Bijoor, CEO, Harish Bijoor Consults Inc.
SunilLulla,
Executive Vice President, Sony Entertainment
Television
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4:00
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Coffee
Break |
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4:15
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How
Effective is your Media Relations?
Business
organisations encounter a wide range of unforeseen
circumstances, which have the potential to
damage their desired reputation. Many more
people are spending time reading their morning
papers, analysis in magazines and viewing
television and being bombarded by info-mails.
It takes a planned and sustained effort to
establish and enhance the reputation of an
organisation and its products and services.
However, in today's fast-paced, media-savvy
world, product recalls, litigation cases and
bankruptcy rumours are the essence of headline
news and front-page stories -- negative publicity
seems inevitable. The media especially, plays
an instrumental role in both escalating the
crisis as well as crisis control. How do you
then tailor your media relations programme
to effectively handle such crisis situations?
Even though you may not be able to control
the crisis, you can certainly gain better
control of your reaction to it. This session
will illustrate and outline some of the strategies
adopted by ICICI during the recent crisis
situation for salvaging the situation faced.
Madhavendra
Das, Assistant General Manager, ICICI Bank
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5:45
PM |
Close
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exploiting nurturing and protecting reputational capital