***CONFERENCE AND AWARDS SOLD OUT***
CommsCon 2013 will be held in Sydney on March 14th. The conference will take place at L’Aqua in Sydney’s Darling Harbour.
The intention is to discuss key issues facing PR and comms practitioners with a view to providing them with new approaches and insight to assist them in their practice. Because the audience is made up of experienced people, we can discuss complex issues in depth at an advanced level. With a combination of best practice case studies, discussion and a live crisis simulation, we think the audience will be engaged, informed and entertained.
8.30 Registration (venue: L’Aqua, Rooftop Level, Cockle Bay Wharf, Darling Park, Sydney)
9:10 A blank sheet of paper…? PR agencies, purpose, innovation, and execution in 2013
The day will begin with a blank piece of paper. Strategist and consultant Matt Jones will host a session which will invite the audience to suggest the key issues they believe are holding public relations back as a discipline, what they would retain from existing practices and what should disappear.
Jones will be joined by Kim McKay, head of Klick Communications, and Garland Harwood, senior VP of Weber Shandwick New York, where he leads the global Amazon account as well as heading up consumer technology and content strategy for the agency.
McKay will discuss relationships and reputation, while Harwood focuses on setting out how PR can maintain the balance between new areas such as content creation, while emphasising the importance of media relations.
10:00 Storytelling and social ideas
Storytelling is the art of making the complex simple and memorable, and it’s becoming a business imperative. If PR is to take its place at the top table, the industry needs to stop regurgitating jargon and develop the ability to tell a compelling story: why you should care.
Examples, trends and techniques to educate the industry and clients, and the process of creating social ideas. How do you tell stories internally, and who needs to collaborate to share the message? What makes a campaign everyone wants to talk about, and how social ideas are the future of PR.
Kieran Moore, CEO Ogilvy PR
Joanna McCarthy, corporate communications manager, Kimberly-Clark Australia & New Zealand
Catherine Donnelly, head of PR, Naked Communications
11.00 Got talent?
Our panel examine the most effective ways to recruit staff, retain talent and upskill your people for the future. If the PR industry is changing, what new capabilities does the PR professional need to add to their resumé? With a smaller pool of talent available than there are jobs, is the solution to import skilled people from other industries, or is the solution to outsource to other countries or to use technology to automate?
How do you protect against poaching? What is the secret to keeping staff happy, fulfilled and continually developing new abilities?
David Redhill, chief marketing officer at Deloitte
Adrian Christie, head of communications at eBay Inc
Jeremy Wrench, group managing director of Capstone Hill Search
Three years on from the Barcelona Principles, the industry seems no closer to establishing a standard in measuring PR. Our panel will present different approaches to measurement, including how to persuade clients to pay for reliable benchmarking, what are the metrics you should use, how to measure the impact of social media and discuss whether there is any place for the widely discredited measure of Advertising Value Equivalency.
Kelly McKenzie, A/NZ digital leader, IBM
Karen Crawford, CEO of The Mediaverse
Chris Walton, principal, Quantium
Howard Parry-Husbands, MD of research agency Pollinate
11.00 How to engage with bloggers: the importance of authenticity
Bloggers are an increasingly important channel for brands, but what does it take to make them sit up and take notice? A case study in getting it wrong – then putting it right – followed by a panel discussion.
Moderated by Nic Christensen, senior journalist, Mumbrella
Eden Riley, blogger
Sophie Baker, senior communications manager, Hamilton Island
Lorraine Murphy, head of relationships, The Remarkables Group.
12.00 Hacks and flacks. The future of journalism
What’s the best way to approach journalists in the age of the 24-hour news cycle? And are they even the right people to talk to any more? What will the media landscape look like in the months and years to come, and if the press release is well and truly dead, what replaces it?
Sean Aylmer, editor-in-chief of the Sydney Morning Herald and The Sun-Herald
Marcus Strom, Media Alliance campaigner
Tim Burrowes, editor-in-chief, Mumbrella
Moderated by Simon Canning, founder, Simon Says- Communications, Marketing & Media Strategy
14:00 Crisis simulation
Our expert panel will take to the stage to respond in real time to a hypothetical crisis as damaging revelations emerge and the public turns against a hypothetical brand.
The session will involve the audience as key stakeholders and feature a live command centre displaying the issue unfolding across the digital ecosystem.
Douglas Wright, MD of Wrights PR
Brian Shrowder,director of crisis and issues management at Hill+Knowlton Strategies
Chris Grosse, head of social media and digital marketing at Fox Sports
15:00 Anatomy of a media crisis
A panel of experts in media relations and issues management will analyse a number of recent high profile media crises and discuss how disaster could have been averted.
Gabriel McDowell, Res Publica, Susan Redden Makatoa from SenateSHJ and Jenna Price, one of the team behind social media campaign Destroy the Joint, will discuss the anatomy of a media crisis, pinpoint what went wrong, the countdown to and outline best practice in crisis response.
The panel will analyse a number of high profile media controversies, including: Gerry Harvey’s outspoken criticisms of online retail and the internet; the media handling of the recent food supplier controversy around horsemeat; Macquarie Radio and 2GB; and also discuss how to create highly engaged and active communities of interest using social media.
The mastermind of Tourism Australia’s social media strategy will share insights into how the organisation became the most talked about global destination on Facebook, Google+ and Instagram.
Jesse Desjardins, head of social media at Tourism Australia, will discuss creating organisational change to integrate social media and how by embracing social media, the organisation has turned its followers into advocates for the country.
15.00 The business of B2G: how to engage government
We talk to lobbyists and politicians about the best ways to get a fair hearing for your brands. Hear insights from experienced lobbyists, a breakdown of the communications methodology of lobbying and how to decode spin, along with a deep dive into how governments perceive business from a communications and branding perspective.
Build your knowledge of how traditional PR/communications methods are translated into political campaigns and lobbying campaigns. Even if your brand is not currently government facing you can apply these insights to your own work or gain them insights into doing government or political.
Moderated by Toby Ralph
Matt Hingerty, CEO and MD at Barton Deakin
Simon Banks, director, Hawker Britton
Peter Collins, former NSW treasurer
John Watkins, former deputy premier of NSW
The conference will conclude with this session which will set out the vision for PR held by the Communications Council’s Public Relations Council.
The session will be hosted by Michelle Hutton, CEO of Edelman Australia, Annalise Brown, Managing Partner or Porter Novelli, Claire Salvetti, managing director of Mango Sydney and Margaret Zabel, CEO of the Communications Council.
17:00 Question Time
A panel of senior industry figures answer your questions in an interactive final session chaired by Mumbrella editor-in-chief Tim Burrowes.
Andy Lark, CMO, Commonwealth Bank
Michelle Hutton, CEO, Edelman Australia
Stephen Browning, head of corporate affairs, News Limited
Tiffany Farrington, director, SocialDiary
19:00 CommsCon Awards Dinner
Venue: Dockside, Balcony Level, Cockle Bay Wharf, Darling Park, Sydney
Hosted by: comedian Bob Downe
DJ Set by Adam Sandlah