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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 VC 14-269 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 VC 14-269 Lunch 1:30 PM – 3:30 PM VC 14-270 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 VC 14-269 Break 11:00 AM – 12:00 PM VC 14-270 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 VC 14-270 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