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The
Eighth Public Relations Workshop
March 23, 2004
The Trident, Gurgoan
New Delhi, National Capital Region
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TRAVEL
PARTNER |
HOSPITALITY PARTNER |
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Programme
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| 8:30
AM |
Registration |
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9:00
AM |
GLOBAL
OR GLOCAL – SHOULD COMPANIES PROMOTE
A GLOBAL PRESENCE OR A LOCAL DEFENCE?
Going
global with any business or brand is never
easy. Corporates face challenges in the
form of cultural and legal barriers, local
competition and trade restrictions. The
challenge of global public relations is
to eliminate as many as possible of the
barriers to effective communication. The
speakers in this session will share their
company's experience in establishing their
brand in India.
Amir
Ullah Khan, Research Fellow India Development
Foundation
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10:30 AM
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THE
ART OF “COLUMN DROP”
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Literally,
“dropping” the name of a celebrity
or restaurant or theme park, politician, special
event or issue into a well-read column - -
is a coveted ‘public relations skill’.
This art encompasses a broad scope of subjects,
from music to media, film to fashion, beauty
to business. Properly placed, a column can
prove extraordinarily helpful in creating
a desired "buzz."
Suhel
Seth, CEO Equus Advertising, and Columnist
Kanika Dutta, Associate Editor, Business Standard
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11:45
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COFFEE
BREAK |
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| 12:00
noon |
CRISIS
MANAGEMENT
News
reports announcing that yet another business
has stumbled into a crisis -often without
warning and through no direct fault of its
management - seem as regular as the tide.
Almost every crisis contains within itself
the seed of success as well as the roots of
failure. Finding, cultivating and harvesting
that potential success is the essence of crisis
management. Companies sometimes misclassify
a problem, focusing on the technical aspects
and ignoring issues of perception. But it
is often the public perception that causes
the greater crisis. This session will bring
together representatives from companies that
have witnessed and managed crisis situations.
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| 1:30
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LUNCH |
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| 2:30
PM |
PR
FUEL
Content
is king but does it need a queen or a consort?
Is it about content or context? What the public
wants to hear is a good story. However, it
is also important where and how the story
is told, it needs a hook or positioning. It
isn't always about the features and benefits
of the product or service, it's about having
a relationship or projecting a lifestyle.
The message is more one of relevance and fit.
Some would say that the context transcends
the content. Is there a meeting point then
to provide the proper context for the target
audience while also reinforcing the content?
Bidisha
Nagaraj, Asia Pacific Retail Marketing Manager
Intel
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4:00
PM |
Coffee
Break |
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4:15
PM |
CORPORATE
SOCIAL RESPONSIBILITY: AN IDEA WHOSE TIME
HAS COME
The
field of corporate social responsibility has
grown exponentially in the last decade. More
companies than ever before are engaged in
serious efforts to define and integrate CSR
into all aspects of their business, being
further bolstered by a growing body of evidence
that CSR has a positive impact on business
in more ways than one. Stakeholders -- including
shareholders, analysts, regulators, activists,
labour unions, employees, community organisations,
and the news media -- are asking companies
to be accountable not only for their own performance
but for the performance of their entire supply
chain, and for an ever-changing set of corporate
and social accountability issues. All of this
is taking place against the backdrop of an
ever more complex global economy with continuing
economic, social and environmental inequities.
This session will enable you to share the
experiences of those at the forefront of CSR
advocacy and practice.
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5:45
PM |
Close
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exploiting nurturing and protecting reputational capital
