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3 rd Annual Corporate Communications
Proudly brought to you by Marcus Evans supported by PRSI
3 rd Annual Corporate Communications

Delving into the current best practices of leading industry luminaries
2 nd & 3 rd August 2007
Hyatt Regency, Mumbai


'The best vision is insight'
 Malcolm S. Forbes

Corporate communication involves much more than just motivating employees and dispensing good PR. It represents a tool to be leveraged­­ and a process to be mastered. It is extremely crucial for CEO's, Directors, Heads of departments, managers and executives to communicate effectively with fellow employees from the mailroom to the boardroom, and even between organizations and across industries.

Your Expert Workshop Leader:
Kirubashankar Co-founder and Senior Director
Five Technologies
The Knowledge Foundation
Columnist, Reknown Blogger, Professional Podcaster

Your Distinguished Chairperson:
Nandita Lakshmanan Founder & CEO
The Practice Strategic Communications India Private Limited
The Public Relations Consultants Association of India (PRCAI)

Key benefits of Attending This Event

  • Understanding the changes in different public policies as well as legislative procedures in India
  • Benchmarking on the right media and channels to use to optimise organisational objectives hence boosting profit margins
  • Learning how to effectively link both your internal and external communication efforts to achieve company goals
  • Mastering the way of deploying effective solutions to manage both Internal and external crisis situations
  • In-sights on the overall new media landscape and getting people to extract the most out of your online tools and vehicles
  • Establishing the importance of the internet to manage and facilitate employees both in international and local offices
  • Networking with successful leaders from various industries
  • Maximising your Knowledge on the best practices from leading organisations

Featuring case studies and expert presentations by:

Dr. Ajit Pathak National President
Public Relation Society of India (PRSI)
Dr. P. Dayachari Director general
Former chairman -Indian tobacco board ministry of commerce
S.Narendea ceo
Media business consultants
Center for media studies
Marketing development research associates (MDRA)
EX-information Advisor to PM
Jayant Bhuyan CEO
India Brand Equity Foundation (IBEF)
Dr. Pragnya Ram Group President, Corporate Communications
Aditya Birla Management Corporation
Anurag Batra Managing Director & Editor-in-Chief
Exchange 4media Group
Anjali Mathur Directir, Chief Operating Officers
The Information Company

Journalist, Founding Member
Network of women in media ( India )
Paresh Chaudhry Head of Corporate Communication
Hindustan Leaver Ltd.
Dr. Gita Piramal Corporate Communication Director
The Smart Manager
Meenu Handa Director of Corporate Communications
kavita Ghatge Vice President Corporate Communications
Deepa Swaminathan Director, Technology Practice
Perfect Relations

Day 1
2nd August 2007
Registration and morning coffee

Opening & welcome remark form chairperson
Nandita Lakshmanan Founder & CEO
The Practice Strategic Communications India Private Limited
The Public Relation Consultants Association of India (PRCAI)


Session One -Case Study
Communicators As Image Strategists
"The Aditya Birla Group is India 's First truly multinational corporation.
Global in vision, root in India values, The Group is driver by a performance ethic pegged on value creation for its multiple stakeholders. A US$ 12 billion Conglomerate, with a market capitalization of US$20 billion, it is anchored by an extraordinary force of 88,000 employee belonging to over 20 different nationalities. Over 23percent of its revenues flow from its operations across the world. The Group's Products and services offer distinctive customer solutions. Its 74 state of the art manufacturing units and sect oral services span India , Thailand , Laos Indonesia , Philippines , Egypt , Canada , Australia , China USA , UK , Germany and Hungary .
http:// www.adityabirla.com/the_group/index.htm
This case study touches on the Aditya Birla Management Corporation and highlights how the corporation utilises communication in their business strategies.
Dr.Pragnya Ram Group President - Corporate Communications Aditya Birla Management Corporation


Session Two - Case Study
Image, Identity and reputation management
The public relations industry is experiencing soaring demand as companies wake up to the importance of 'reputation management'. In wake of recent bad press for big names such as Cadbury and Thames Water, companies are waking up to the importance of "reputation management", fuelling a boom in the public relation industry. If the reputation of an organisation is tarnished for some reason, It Could loose market share, Stock value and most importantly trust among its shake holders and other investors.
This case study will elaborate on the best practices by Hindustan Lever in achieving a great image, identity and reputation over the years.
Essentials for great image management
Highlighting the fundamentals of strong Identity management
Learning to avoid a bad reputation
Sustaining a great reputation through strategic PR, effective advertising & marketing practices
Emphasising on branding in maintaining great corporate reputation
Gaining the trust and loyalty of your employee to reinforce corporate reputation
Cause related marketing and social innovations with brands
Paresh Chaudhry, Head of corporate Communications - Hindustan Leaver Ltd.

Morning Refreshment
Session Three - Round Table discussion
best practices and strategies to counter negative publicity but ignite positive viral buzz for new products, services and good company image Corporate crisis is defined as an unexpected, non-routine event that creates uncertainty and threatens an organisation's priority goals ( Seeger, Sellnow, & Ulmer, 1998). Corporate crises often result in negative publicity, Threatening the image of the company. This discussion highlights the steps that should be taken to counter negative publicity to create opinions
• Reviewing, evaluating and determining effectiveness of past    strategies
• Suggesting actions for correcting deficiencies
• Positioning viral marketing strategies by word of mouth   influencing web users
• Using new media tools to effectively clean up negative   perceptions
• Strengthen your media relations
• Prioritising CSR
• Aggressive tactical marketing
• Re-building corporate reputation by organising social awareness   programmes, pooling donations for a good cause, contributing to   rebuilding poorer nations
DR P. Dayachari Director General
Former Chairman - Indian tobacco Board, Ministry of Commerce

Session Four
Corporate Communication Today; Support to Achieve Business Mission
Dr. Ajit Pathak National President
Public Relations Society of India (PRSI)

Networking Luncheon
Session Five - Panel Discussion
Leadership Skills In Corporate Communications
Every industry is witnessing unprecedented levels of competition. As competition is constantly on the rise, companies must strive hard to differentiate themselves from their peers. The companies must carve out a unique position in the mindsets of their key stakeholders based on their visions, values, unique strengths and the value that they bring to the lives of customers, shareholders and, communities they serve. Maximising shareholder value alone is not enough. In order to do this, leadership skills among corporate communicators is essential in moulding a management that work towards meeting targets and company objectives. Without committed leaders, the motivation and driver to achieve excellence is not felt throughout an organisation. Prioritising presentation skills and a good command of language Establishing the essential traits of a successful leader learning the fundamentals of a successful leadership Practicing leadership throughout an organisation Avoiding the toxic boss syndrome Highlighting mistakes Incorporating people management skills in leadership Analysing and overcoming the challenges of leading Moderator:

Nandita Lakshanan Founder & CEO
The Practice Strategic Communications India Private Limited

The Public Relation Consultants Association of India (PRCAI)
Panel lists:

S. Narendra CEO
Media Business Consultants

Centre for Media Studies
Marketing Development research Associates (MDRA)
Ex-Information Advisor to PM
Dr. Gita Piramal Corporate Communication Director
The Smart Manage
Kavita Ghatge Vice President Corporate Communication
Session Six
Crisis Communication: Crisis Preparedness, Issues Management & Litigation Support A well-managed crisis cannot only preserve reputations and credibility but can also enhance them. The key to effective crisis communication is to be prepared before a crisis plan, you can be overwhelmed by events. "Good crisis communications is based on a system already in place. When there is a crisis, you just tighten it up and make it better.” Marlin Fitzwater, white House Press secretary
Developing a contingence plan before a crisis
Effectively manage a crisis
The do's and don'ts of communicating during a crisis
Developing reactive and proactive strategies with the media
Mastering litigation support to handle situation effectively
Correlating PR, Reputation Management, traditional & new media tools to effectively
Maintaining strong corporate identity after a crisis
Meenu Handa Director of Corporate Communication
Afternoon refreshment & networking
Session Seven
Strategies for communicating with a multicultural society and collaborating effectively with the government to speed up the communication process Globalisation has urged local and international organisations in to set up their operations in various countries. It is crucial to understand the values and common practices of a region in order for smooth progress to take place This session touches on how to deal with change, setting up businesses as well as policies and regulations that have to be considered.
Managing major change such as setting up offices abroad & locally
Managing expansion in organisations
Respecting foreign, local norms and practices while managing this change
Adapting the core competencies of a good communicator when dealing with the government
Understanding policies and regulations both locally and internationally
Understanding the psychograph of target markets to derive business strategies
S.Narender CEO
Media Business Consultants
Center for Media Studies
Marketing Development Research Associates (MDRA)
Ex-Information Advisor to PM
Session Eight
The impact of CEO's role as the chief communicator in corporate
communications The importance of corporate reputation, the role of the CEO and the link between them and the bottom line should now be on the agenda of CEO,s of major organisations and those who provide them with public relations and communications advice.I think the CEO today has to be far more hands-on than he has had to be in previous reas. He has to be far more communicative in terms of the various constituencies the company serves. And I think he has to be far more nimble. Larry Bossidy, Former CEO, AlliedSignal
The impact of have the CEO as the chief spokesperson to speak on behalf your organisation
The role a CEO can play in blogging
Corporate reputation management and the CEO
Engaging the CEO in corporate social responsibility communication
Jayant Bhuyan CEO
India Brand Equity Foundation (IBEF)
Closing remarks & close of day one
Day 2
3rd August 2007
Registration and morning coffee
Opening & welcome remarks from Chairperson
Nandita Lakshmanan Founder & CEO
The Practice Strategic Communications India Private Limited
The Public Relations Consultants Association of India (PRCAI)
Session One - Case Study
Using the Web as an Effective Communication Medium
A website is vital wherever you do business or want to expand. It is the most cost-effective way of enhancing the image of a company, building your brand and strengthening relationships with all business constituents - customers, employee, investors, partners and the media. The Internet combines the meaning of the printed word with the reach and visual impact of TV, the interactivity of a telephone conference line facility and the power of the computer. Emerging online technologies are constantly expanding the possibilities and potential of the web as a business tool. Harnessing this power for your business requires a good online communication strategy that clearly defines your objectives, target audience and metrics for measuring results.
It also requires adequate investment and promotion. This presentation draws lessons from the experience of two of India 's largest business houses to formulate best practices for successful websites. Anjali Mathur Director and Chief Operating Officer The Information Company Journalist and Founder - member Network of Women in Media ( India )
Session Two
Optimising the intranet to sustain better corporate communication Intranets are often invisible tools within organisations. While employee rely on the intranet to help them complete common tasks, the site itself is taken for granted. The Intranet team is similarly low in visibility with little senior management recognition of the team or its role. the net effect is that intranet teams work hard from month to month, but struggle to gain the Support and resources required to deliver a truly great site. While this is perhaps a natural by- product of the role intranets within organisations, intranet teams can do much to increase their level of recognition.
Planning intranet activities
-Ensuring tangible objectives are met
-Ensuring visible objectives are met
-Evaluating planned and current activities
Sustaining the intranet
-Content maintenance
-Metadata management
-Ownership and publishing model
-Content management system (CMS) selection and implementation

Managing and facilitating employee is local offices
Managing and facilitating employee in off-shore and international offices

Morning Refreshment
Session Three - Round Table Discussion
Managing Internet, Intranet and Portals: Energies your organisation using interactive web & online communication Various communication across their organisation. These intranets have often grown Significantly and Communications across their organisation is ensuring that their future growth and development remain manageable
Overview of the internet, intranet & portals and understanding it's principle objectives
Emphasising on information sharing and communications across your organisation
Highlight key uses of the intranet in corporate communications activities
Incorporating Checklists to serve as guides for staff responsible for intranets, including those in website or intranet teams
Deepa Swaminathan Director - Technology Practice
Perfect Relations
Session Four
Understanding the new media landscape and reputation management in the virtual world in the era of web 2.0 Most often, when people are asked to describe the current media landscape, they respond by making an inventory of tools and technologies. Our focus should be not on emerging technologies but on emerging cultural practices. Rather than listing tools we need to understand the underlying logic shaping our current moment of media in transition. These properties cut across different media plat forms and different cultural communities: they suggest something of the way we live in relation to media today. Understanding the nature of our relationship with media is central to any attempt to develop a curriculum that might foster the skills and competencies needed to engage within participatory culture.
The importance of the new Media landscape into days technology - oriented business world
Identifying the benefits different media tools can provided in maintaining effective media relation in corporate communications
Determining your organistion's financial restrictions and identifying which tools would work best for your organisation within the financial limitations
Ensuring your organisation has a dedicated team that manages, advices and executes all new media forms of communication effectively.

Anurag Batra Managing Director & Editor - in - Chief
exchange4media Group

Networking Luncheon

Session Five - Half-day Workshop
Integrating new media tools in communication efforts
why do need to know about this?
The corporate communications/pr/marketing landscape is being forced to make the seismic change form controlling messages to telling stories and facilitating conversations. That's huge. this workshop session is geared to Internal and External Corporate Communicators, PR, Marketing, Public Affairs, IT and intranet professionals who need to understand, advise and deploy the latest New Media tools into their organisations communications PR & marketing mix. This will be a "need to know" not just a nice to know workshop. you'll leave with a much clearer understanding of new media landscape and how to navigate it. you'll be armed with ideas, contacts, practical tips and new directions for your organisation to take right away. Attendees will have the opportunity to meet some very influential, knowledgeable and reputable people who have contributed and made positive changes towards industries.

Part - 1

How to utilies and optimise these new media tools in corporate communications effectively
-Bridging the gap between communications and technology
-What measurement tools are available to assess your  communication efforts whether internally or externally
-Avoiding pitfalls to ensure progress
-Turning policy messages into interactive web content
-Building a solid base that won't compromise your reputation if  altered or re-conceived by your users

Part - 2
Integrating new media tools such as blogs, moblogs, photoblogs, vblogs, wikitorials, virtual communities, Web 2.0, social media news releases, social tagging, presence/awareness, AJAX, semantic web, smartmobs, mashups, buzz marketing, interactive website, wiki's, podcasts, RSS (Really Simple Syndication) and SEO (Search Engine Optimisation), trust and most importantly: transparency into conventional corporate communications efforts in today's world for business advantage

- How to manage your blogs
- Understanding search engine criteria to better create search-    friendly material
- What it takes to manage and maintain your podcast
- Recognising the impact of hands-off branding through new media    usage
- Utilising User-Generated media as a signpost of transparency

Part -3
Getting people to extract the most out of your online tools and vehicles
- Key factors to consider in order to optimise your place on the hit   list
- Finding out exactly what your browser reads
- Accurately defining your online target audience
- Ensuring your online target audience stay loyal
- Monitoring online transaction of information
Closing remarks & close of Conference
About your expert workshop leader
Kiruba Shankar is cofounder and Senior Director of Five Technologies. Prior to ,this he was Associate Director at Suleka .com kiruba is one of the founders of the knowledge foundation, the group behind successful events like Bar Camp Chennai, BlogCamp, Proto. in and wikicamp. Kiruba loves teaching and teaches at Anna University , Madras AD Club and Asian Collage of Journalism. Kiruba is a columnist and has contributed to publications like Economic Time, The Hindu, Indian Express, DataQuest and DQ Week. He is a Professional prod caster and hosts a show called The Kiruba Show Where he interviews CEOS of Indian IT companies. Business world Magazine rank his blog www.kiruba.com amongst Indian's top blogs.

I would like to thank everyone who has helped with the research and organisation of this event, particularly the speakers and their staff for their staff for their support and commitment.

Avinesh Nadarajan, Conference Producer
Why you cannot miss this event
The corporation and its relationship to the world are changing and so does our need to understand the nature of communication in current times as it relates to the corporation. Building from the successful 2nd Annual in 2005, this year's conference will focus on interactivity within session whilst addressing current concerns of corporate communication such as the optimisation of new media tools both internally and externally in an organisation, the importance of crisis preparedness, issues management & litigation support in crisis communication, as well as Image, identity and reputation management in order to counter negative publicity with positive viral buzz. This year's event will also feature excellent, more engaging case studies from leading organisations, panel discussions on leadership skills, round table discussions on managing the internet, intranet and portals to energies your organisation and a half - day interactive workshop on the different new media tools and how to utilise them appropriately to maximise returns and optimise work flow. Look forward to a great networking experience with outstanding corporate personalities from MNC's and large local corporations in this cutting-edge event.
Who Should attend
From these target sectors:  
Automobile Engineering
Food Pharmaceutical
Oil / Gas / Refineries Computer / IT
Telecommunications Banking & Finance
Insurance Health Services
Manufacturing Media - Electronic & Print
Services Related Industries Government
Government Agencies NGO's
Target Audience  
CEO's Managing Directors, Directors, Vice Presidents, Heads, Senior Managers, and Mangers of:-
Corporate Communications Corporate Affairs
Corporate Social Responsibility Communications
Change Management Internal Communication
External Communication Media Relations
Human Resources Public Relations
Public Affairs Investor Relations
Stakeholder management Reputation Management
Financial Resources Employee Relation
Knowledge Management Advertising
Marketing Communication Research & Development

About the Endorsers
Public Relations Consultants Association of India is a trade association set in 2001, that represents India 's public relations consultancy sector while providing a forum for Government, public bodies, industry associations, trade and others to confer with relations consultants as a body. It seeks to establish benchmarks in Standards, Knowledge, Ethic and Expertise and encourages and promotes the progression of public Relations Industry in India . To widen representation and participation form our member, 4 Regional Chapter have been created. PRCAI has 3 Key Committee, which are: Professional Practices Committee, Standards Committee and Marketing Committee. 15 leading PR consultancies are our members. In addition, PRCAI offers its member services in the areas of: Professional Codes, Consultancy Management Standards, Regional Networks, International Information and knowledge sharing with links, Referrals, Industry placements, Guidance papers, business support, Seminars and Conferences, Education & training and Research and surveys. Two PR Summits are held every year. Panel discussions and knowledge series lectures are held in regional chapters too. PRCAI has recently launched a PRCAI-ICCO on -line college; the pilot course has also just been launched.

Public relations Society of India (PRSI) the national association of PR practitioners was established in 1958 to promote the recognition of public relations as a profession and to formulate and interpret to the public the objectives and the potentialities of public relations as a strategic management function The society has 3000 strong membership drawn from public sector, public sector government, MNCs and academic Institutions. The Society organizer seminars, conferences and work-shop for providing value addition to its members PRSI has been the founder member of Global Alliance. PRSI is also associated with issues on national and social interests. It has been associated with Anti Terrorism driver, Media Transparency Campaign, Campaign for ethical communication in Elections and Right to Information. The management of the public Relations society of India is vested in the National Council, Consisting of representatives elected by all the regional chapters. Website: www.prsi.co.in

The Society for New Communications Research is a global nonprofit think tank dedicated to the advanced study of new communications tools, technologies and emerging modes of communication, and their effect on traditional media, professional communications, business, culture and society. For more information, visit http://www.sncr.org or call +1650-331-0083

About the Media Partner
Compliance, Risk and Opportunity (CRO) is a monthly journal on risk management and Studies, guidelines issued by regulatory authorities, global trends, related technology solutions and expert interviews. For more information on CRO, visit www.finsight-media.com or email Shirish@finsight-media.com.
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Public Relations Society of India (PRSI)
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