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Book before8 January 2010
to receive yourearly bird discount
www.argropastraa.co.a
One-day connected forum and workshops28 - 29 January 2010, Rydges World Square, Sydney
Crisis Communication
 
Protectg yor orgasato’s age by coeyg tergt essages to staeoders
eBay Australia and New ZealandMake-A-Wish FoundationRSPCA Plum CommunicationLegal.consult Cato Counsel on behalf of  Austereo Network 
Victorian Government Solicitor’s Ofce 
mX Sydney Money Magazine  Ambulance VictoriaEMI Music 
Connected forumPost-forum workshops:Friday, 29 January 2010
Workshop A: To safeguard reputation, stop thinking about imageFacilitated by:
Marie Najjar, Managing Director, Public City and;Katrina de Jersey, Director, KDJ Communiqué 
Workshop B: Your organisation and the media during a crisisFacilitated by:
Geoffrey Stackhouse, Principal Trainer,Clarity Business Solutions Pty Ltd 
Hear case study driven presentations fromorganisations in the spotlight in 2009Participate in highly interactive sessions tofurther your expertise in media management
Supported by:Media Partners:
Official Event Report
Crisis Command: Strategies for Managing Corporate Crises 
Clarity Business Solutions Pty Ltd
Hear client case studies from:Learn from our expert eventcontributors:
 
Crss Cocato
Protectg yor orgasato’s age by coeyg te rgt essages to staeoders
When a crisis strikes, the result can be disastrous. A crisis,no matter how severe can cause irreparable damage to anorganisation’s reputation. Those who emerge from the aftermath arebetter armed with the tools to manage further crises.A crisis communication plan that considers all concernedstakeholders and communicates with community members can turna volatile disaster into a positive reinvention opportunity. Strategiccrisis communication and management is vital in ensuring allmembers of the organisation are well informed and prepared for apotentially negative media or public onslaught.Immediacy is a key element of a successful news story, andcontinual online news updates and social media technologieshave allowed news to spread rapidly and potentially cause longlasting damage. For a crisis communication plan to be successful,these new media technologies must be used to an organisation’sadvantage to diffuse the situation before it gets out of hand.This connected forum will help you to prepare for the unthinkableas you learn how to anticipate threats, communicate effectively anddiffuse potentially reputation damaging situations by exploring thefollowing areas:Planning for a potential crisis
Sending the right messages to your audience
Communicating effectively with employees during a disaster
Turning a public relations nightmare into a rebranding opportunity
Communicating effectively and honestly with the media
 Wo sod atted?
PR Managers
Crisis Communication Managers
Media Managers
Public Affairs Managers
Public Relations Managers
Corporate Relations Managers
Corporate Communication Managers
Heads of Communication Change
Organisational Managers
Corporate Affairs Managers
External Affairs Manager
Reputation Managers
Stakeholder Engagement Managers
Marketing Managers
Post-forum workshops: Friday, 29 January 2010
 Worsop A: To safegard reptato, stop tg abot age
Registration: 9.00 amWorkshop starts: 9.30 amWorkshop ends: 12.30 pm
Factated by:
Marie Najjar, Managing Director, Public City and;Katrina de Jersey, Director, KDJ Communiqué 
Abot te worsop:
Before you look out, look in. You can assume that your organisation or event -regardless of its size or public profile - is going to be in crisis at some point. Youprobably already know what it will be! So what have you done to mitigate thisrisk? Just how far can you go to avoid it altogether? And if you can’t, how do youknow if you’ve managed it well? And what’s with social media? Will it help or de-stroy your attempts at communication control? Can you control anything anyway?Welcome to crisis management today.Marie Najjar and Katrina de Jersey will share their perspective on expecting,preparing for and then managing a crisis. They will look at a mix ofcommunication factors, both internally and externally, share case studies andprovide you with some essential thinking to apply to your own organisation. 
Abot yor worsop eaders:
Marie Najjar
believes communication is at the crux of how we make sense ofpeople and events. Passionate about PR, Marie is the founder of Public City, amember of the Public Relations Institute of Australia and the International Association of Business Communicators and she is completing her master’sdegree in organisational communication. She has worked with organisationssuch as King Gee, Global Business Forum (including Bill Clinton), the Dalai Lama,Microsoft, Sony Computer Entertainment and Telstra Mobile. She was also thehead of the Asia Pacific Global Media Office for Paris 2012 (Olympic bid), which iswhere she met her co-presenter, Katrina de Jersey.
Katrina de Jersey
is the Managing Consultant at KDJ Communique. KDJCommunique specialise in large scale Games bidding, crisis communications,risk mitigation, PR and touring events. Recently KDJ Communique contributed tothe successful PNG Pacific Games 2015 Bid, and project managed the SamsungSponsor communication and activation during the Beijing 2008 Olympic Gamesdomestic Torch Relay. Katrina has also worked on the Sydney 2000 OlympicGames, Manchester 2002 Commonwealth Games and Cricket Australia’s ICCWomen’s World Cup Australia 2009, to name a few.
 Worsop B: Yor orgasato ad te eda drg a crss
Registration: 1.00 pmWorkshop starts: 1.30 pmWorkshop ends: 4.30 pm
Factated by:
Geoffrey Stackhouse, Principal Trainer,Clarity Business Solutions Pty Ltd 
 
Abot te worsop:
In a crisis the golden rule is to tell the truth, tell it early and tell it often. Thisinteractive, case study driven workshop examines a crisis from the journalists’perspective. You will learn what the media needs from you as a crisis breaks, aswell as what you can and must say. The workshop includes tools and techniquesto help your spokesperson deliver a safe and effective crisis message.This workshop will be an extension of Geoffrey’s forum session.The following issues will be discussed with interactivity and in-depth analysis:Communicating with your community
 Aiming your messages at your target audience
 Avoiding unwanted hostility
Abot yor worsop eaders:
Geoffrey is the Principal Trainer at Clarity, a specialist training company workingwith boards and senior executives to equip them with the skills and techniquesthey need to face the media spotlight. He is a seasoned journalist with more than25 years experience. Geoffrey reported on corporate Australia in publications likeBRW, Company Director, The Sydney Morning Herald and many others. Hispractical and strategic approach to media has been honed by experience ininternal corporate and public affairs roles with leading banks and financialinstitutions. He has also worked at director level for Hill and Knowlton and otherconsulting firms. Geoffrey works across Australia and throughout the regiondelivering media and crisis training to leading corporates as well as federal andstate governments
 
Connected forum: Thursday, 28 January 2010
Rachael Edginton, Board Member IABC Victoria Chapter;Managing Director, PLUM Communication
8.45 Registration and refreshments9.15 Chairperson’s opening remarks
Planning for the crisis and dealing with the aftermath
9.30 Ensuring a crisis won’t go from bad to worsePreparing a crisis communication plan from scratch
Simulating a crisis to prepare for the worst
Informing key players of the crisis checklist
James Howe, Manager Communication Projects, Ambulance Victoria 
10.10 Dealing with crisis in the music industryHandling information leaks to the media and how to manage
the situationManaging the snowball effect
Understanding when to comment and when not to
Valerie MacIver, National Publicity Manager, EMI Music 
10.50 Morning refreshments and networking
 
Dealing with the law during a crisisMake-A-Wish and The Chasers War on Everything
1.10 Networking lunch2.00 “Meet the press” panel discussion: an ethical minefieldWhen an organisation faces meltdown due to a crisis, ethicallines can become blurred. The desire from the organisation toprotect their reputation can clash with the desire of the journalistto get the scoop. This can create a potentially volatile situationwhere ethical boundaries are ignored and irreversible damagemay be dealt to both sides.In this session you will have the opportunity to discuss the issueof ethics with prominent media figures. Come prepared with arange of questions for our expert panel who will provide you withvaluable insights, opinions and perspectives.
Matthew Horan, Communication Advisor, Cato Counsel (Austereo);Pam Walkley, Editor-in-Chief, Money Magazine;Melissa Stevens, Editor, mX Sydney 
Facilitated by:
Rachael Edginton, Board member IABC Victoria Chapter; Managing Director, PLUM Communication
Liaising with the media during a crisis
2.40
 
Managing the media in a crisis: the kangaroo cull of 2008Reviewing the crisis
Dealing with the fallout
Exploring the outcomes
Michael Linke, CEO, RSPCA ACT 
3.20 Afternoon refreshments and networking3.40 Putting your best foot forward: the crisis communicationtangoSelecting and briefing a spokesperson
Sending carefully crafted messages
Targeting and addressing the right audience
Using traditional and new media effectively
Dina Ross, Marketing and Communications Manager, VictorianGovernment Solicitor’s Office  
4.20 Working with the mediaThis case study driven presentation will incorporate highlyinteractive elements.Using the media to communicate with your community
Getting the right information to the right people
Sending the right messages to avoid backlash
Geoffrey Stackhouse, Media Trainer, Clarity Business Solutions Pty Ltd  
5.00 Chairperson’s closing remarks and end of connected forum
Meet the press
11.50 Getting the balance rightIn June 2009, ABC screened an episode of The Chaser’sWar on Everything that started a national outpour of emotionwhen it lampooned children’s charity Make-A-Wish. The publicmade their position clear through talk back radio, blogs andtelevision and even the Prime Minister gave his comments.Hundreds of media hits were recorded. In the immediate48 hours after the episode screened, the four employeeswithin the national communications team at Make-A-Wishalong with the CEO had a delicate and crucial job of not onlycommunicating with the media who unrelentingly put themunder siege, but managing over 1000 volunteers, 40 nationalstaff, corporate supports and hundreds of donors and wishfamilies who all spoke out. In this session you will hear how theteam managed the crisis as it unfolded;Communication with stakeholders: methods and messages
Crisis strategy development on the run
Getting the messages right
The impact of the wish families and children
Dealing with The Chaser supporters
Mopping up: opinions on maximising exposure, community
relations managementAdherence with the governing bodies: Make-A-Wish America
and Make-A-Wish InternationalSix months on: what we would do differently next time
Janita Friend, General Manager, Brand, PR and Communication,Make-A-Wish Foundation
11.10 Panel discussion: Making your organisation aliability free zoneThis is your chance to discuss issues of litigation and liabilitythat can arise during a crisis. First you will hear from a publicrelations practitioner who has worked first hand with lawyers,then you will hear from a legal consultant who will run thoughsome potential legal pitfalls.Public statements: what you can and can’t say
Potential legal hurdles
Working with lawyers
Daniel Feiler, Head of Community and PR, eBay Australia and New Zealand; Andrew Perry, Director, Legal and Technology, Legal.consul 
Facilitated by:
Rachael Edginton, Board Member IABC Victoria Chapter; Managing Director, PLUM Communication
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