Download 2016 Strategic Forum Agenda - Corporate Communication International

FORUM ON STRATEGIC COMMUNICATION LEADERSHIP
August 22-26, 2016
Executive Master in Corporate Communication Seminar
at Aarhus University & The Hong Kong Polytechnic University MA in
Bilingual Corporate Communication
Held in conjunction with
Corporate Communication International
at Baruch College/CUNY
Baruch College/CUNY  Newman Vertical Campus  55 Lexington Avenue at 25th St.  New York, NY 10010
MONDAY, AUGUST 22
6:30 PM -8:00 PM
Baruch College/CUNY
VC 14-270
Monday, August 22 – Friday, August 26, 2016
Reception/Welcome Forum Leaders
FORUM ON STRATEGIC COMMUNICATION LEADERSHIP
Michael B. Goodman, Ph.D., Founder & Director, CCI and Professor &
Director, MA in Corporate Communication, Baruch College/CUNY
Winni Johansen, Ph.D., Professor & Director, Executive Master in
Corporate Communication, Aarhus University
Cindy SB Ngai, Ph.D., Assistant Professor, Programme Leader, MA
in Bilingual Corporate Communication, Hong Kong Polytechnic
University
Welcome Dinner – Strategic Communication Leadership:
An Introduction
Dinner Speaker: Michael B. Goodman, Ph.D.
Founder & Director, CCI - Corporate Communication International;
Professor & Director, MA in Corporate Communication, Baruch
College/CUNY
TUESDAY, AUGUST 23
8:45 AM
VC 14-269
Refreshments
9:00 AM -10:30 AM
VC 14-270
Communication with the Media
Floyd Norris, Former New York Times Financial Editor & Columnist
10:30 AM – 11:00 AM
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Break
11:00 AM - 12:00 PM
VC 14-270
Good Flack, Bad Flack: A Reporter's View on What Gets the
Message Out, and What Doesn't
J. David Goodman, Reporter, The New York Times
12:00 PM - 1:15 PM
VC 14-269
Lunch
1:30 PM – 2:00 PM
620 Eighth Avenue
Travel to the New York Times Company
2:00 PM – 4:00 PM
Site Visit & Tour: The New York Times Company
4:00 PM
Evening on your own (transportation to Baruch not provided)
WEDNESDAY, AUGUST 24
9:00 AM – 10:30 AM
Meet at 360 Park Avenue
South
Cross street: 26th St.
Site Visit to APCO Strategic Communication Leadership in
Corporate & Executive Communication
Nicholas Ashooh, Senior Director, Corporate & Executive
Communication, APCO Worldwide, Inc.
10:30 AM – 11:00 AM
Break
11:00 AM - 12:30 PM
VC 14-270
A Conversation on Strategic Communication Leadership
Moderator: Michael B. Goodman, Ph.D.
Panelists:
Robert DeFillippo, former Corporate Vice President & Chief
Communications Officer Prudential Financial, Inc.
Ray Pellechia, FINRA, Director of Media Relations
Matt Cherry, Brookfield, Vice President, Investor Relations and
Communications
12:30-PM - 1:30 PM
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Lunch
1:30 PM – 3:30 PM
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Panel Discussion: Strategic Internal Communication
Moderator: Michael B. Goodman, Ph.D.
Panelists:
Allison Clair, NYU Langone Medical Center, Associate Director of
Media Relations
Mansura Ghaffar, MetLife, Lead Communications Strategist
Shelly Spector, Founder & CEO Spector Corporate
Communications & Founder & Director of the Museum of Public
Relations
3:30 PM – 4:00 PM
VC 14-269
Break and refreshments
4:00 PM – 6:00 PM
Ethical Decision Making: an Interactive Workshop
Dick Martin, Business Writer
Executive Vice President of Public Relations, Employee
Communications and Brand Management, AT&T (retired)
6:00 PM
Evening on your own
THURSDAY, AUGUST 25
9:00 AM
Baruch College Lobby
24th Street and Lex.
Travel to Ogilvy
9:30 AM – 1:00 PM
636 11th Avenue
Site Visit: Ogilvy
Reputational Risk
Peter B. Hirsch, Global Consulting Partner, OgilvyRED
and Adjunct Faculty, Baruch College/CUNY and Columbia University
Itinerary:
1.) Welcome by Jennifer Scott, Managing Director, Ogilvy PR NY
2) Tour of Social@ogilvy's media lab
3) Presentation by an executive producer on digital marketing using Coke Zero as an example
4) Presentation by Ogilvy strategist on Ogilvy's "Big ideaL" methodology and its evolution into
"Brands That Do"
5) Presentation by Peter Hirsch on the IBM Watson story and the world's smallest movie "A Boy and
his Atom"
6) Crisis and issues presentation
7) Tour of Ogilvy rooftop (spectacular views of the Hudson and NJ), weather permitting
8) Departure
1:00 PM – 1:30 PM
Return to Baruch College (transportation provided)
1:30 PM – 3:15 PM
Lunch on your own
3:15 PM - 5:30 PM
VC 14-280
Interactive Workshop – Practicing Strategic Communication
Leadership on Complex and Conflicting Global Issues
Stephen K. Dishart, President, Dishart Communication and Crisis
Management Consultants, LLC and Adjunct Faculty, Baruch
College/CUNY. Previously, Managing Director & Head, Corporate
Communications for the Americas, Swiss Re
Workshop Description:
The complexity of communications has grown exponentially:

The missing plane that becomes a mystery sparks a global debate over terrorism, passport control and
international air traffic regulations.

A crisis in the Ukraine not only develops into an international diplomatic crisis, it impacts the
Paralympics within a few days of a successful Olympics in Russia.

While Nigeria is Africa’s most populous nation and its oil fields promise greater growth in the continent’s
second largest economy, violence in Nigeria’s central region remains deadly and it is largely ignored.
In these complex issues, where organizations both look to the risks and opportunities involved, what do
individuals do to protect their reputations? What do corporate sponsors do to preserve their support yet
demonstrate to their shareholders and clients they are consistent with their “messaging,” – who are they and
what do they authentically believe and practice? And how do NGOs ensure their missions remain on track and
their supporters back them as conflicts tear apart at their ideals?
Working Session:
In this two-hour workshop, participants will join in a discussion of the complex environment of communications
and discuss ways to manage the intersecting conflicts where missions, goals and objectives become conflicted
with reality. The case study to be used in this session involves hydraulic fracturing, the latest technique in
reaching previously unavailable natural gas supplies, but risks water purity. Meanwhile, the potential of “fracking”
may shift the balance of energy suppliers across the globe and create financial success for producers. Further,
natural gas is seen as ‘cleaner burning’ than coal, yet increased pipelines, new shipping facilities and more
infrastructure will be required to transport the fuel. That’s good for many business and especially employment,
but what will it mean for future of renewable resources, of a carbon-free world, of our world?
The questions are endless on this topic and the stakeholders are virtually everyone on the planet when it comes
to energy and water supply. Taking a position today may be impacted by multinational issues of tomorrow. Our
exercise will expose these conflicts and challenge participants to reach reasonable solutions between
stakeholders.
5:30 PM – 5:45 PM
Break
5:45 PM -7:15 PM
NVC 14-280
Panel Discussion: Making Sense of Political Campaign 2016
Peter Peyser, Political Consultant
FRIDAY, AUGUST 26
8:45 AM
VC 14-269
Refreshments
9:00 AM - 10:30 AM
VC 14-270
Big Leaps in Business Performance Call for Bold Change
Leadership: Rallying Stakeholders Toward a Compelling Vision
Beats Merely Managing Change
Karen Glendinning, Managing Director, Consultant, Change
Planning and High Performance Teaming, Global Leadership
Development & Coaching, The Center for Context
John P. Crawford, Senior Consultant, Chief Idea Officer, The
Timely Ideas Corporation
70% of Change Initiatives fail to hit their targets and just 13% of employees are engaged worldwide.
No wonder Senior Leaders are clamoring to “transform” their organizations. “Business as Usual” just
isn’t cutting it anymore. Thanks to globalization, shifts in workforce composition and ever advancing
technologies, businesses are being radically redefined – whether they like it or not - at dizzying rates.
Standing still gets you nowhere - Fast.
What’s a Leader to Do? This session makes the case for Change Leadership as a catalyst for
leading and engaging stakeholders in large scale, transformative change. It addresses key levers at
the intersection of Leadership Development and Communications and ways leaders can use them to
boldly set direction, gain buy-in and execute their game plan.
Forum attendees will learn how effective leaders:
 Get out in front of forces impacting their business
 Shine at setting compelling, new direction
 Inspire constituents to join the cause.
 Embed people, processes and work structures that reinforce the new way
Learnings shared draw from the session leaders’ hands-on experience using real world case study
examples for interactive discussion.
10:30 AM – 11:00 AM
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Break
11:00 AM – 12:00 PM
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McDonaldization of Corporate Communication?
– Learning from a Critical Approach
Finn Frandsen, Mag. Art., Professor & Director, Centre for
Corporate Communication, Aarhus University
12:00 PM – 1:00 PM
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Putting Strategic Corporate Communication Leadership to
Practice: Forum Leaders Reflect on Lessons Learned
Facilitator: Michael B. Goodman, Ph.D., Director, CCI at Baruch
College/CUNY
1:00 PM - 2:00 PM
VC 14-269
Lunch & Farewell
2:00 PM -3:00 PM
VC 8-210
PR Museum Traveling Exhibit (optional)
Shelley J. Spector, Founder & CEO Spector Corporate
Communications & Founder & Director of the Museum of Public
Relations
2016 FORUM ON STRATEGIC COMMUNICATON ACADEMIC PARTNERS
Executive Master in Corporate Communication, Aarhus University
The Hong Kong Polytechnic University MA in Bilingual Corporate Communication
2016 CCI CORPORATE SPONSORS
Amgen Inc.  APCO Worldwide  Honeywell
The J.M. Smucker Company  Johnson & Johnson Inc.  Pfizer
CORPORATE COMMUNICATON INTERNATIONAL at Baruch College/CUNY
A global center for information and knowledge on corporate communication
55 Lexington Avenue, B 8-233
New York, New York 10010
Phone 646.312.3749
[email protected] www.corporatecomm.org