April 26-27, 2016 | Hilton Crystal City | Arlington, VA | www.strategicsummit.com

LIVE AND WORK AHEAD OF THE CURVE @STRATCOMMSUMMIT MAY 9-10, 2017 | HILTON CRYSTAL CITY | ARLINGTON, VA | WWW.STRATEGICSUMMIT.COM

SPONSORS AND SUPPORTING PARTNERS:

Karen Boyd, Citywide Communications Director, CITY OF OAKLAND

Jennifer R. Farmer, Managing Director of Communications,PICO NATIONAL NETWORK

Major General Malcolm B. Frost, Chief of Public Affairs, U.S. ARMY

Leigh Horner, Vice President, Corporate Communications and Corporate Social Responsibility, THE HERSHEY COMPANY

John Hourigan, Vice President, Global Communications, ARROW ELECTRONICS

Mark McKinnon, Political Advisor, Communications Strategist and Media Producer, SHOWTIME and HILL+KNOWLTON STRATEGIES

Brad Parscale, Former Digital Director, DONALD J. TRUMP FOR PRESIDENT, INC.

Bob Pearson, Vice Chairman and Chief Innovation Officer, W2O Group Col. William S. Reeder, Jr., (ret), Author and Leadership Consultant, U.S. ARMY

Richard Woods, Senior Vice President, Corporate Affairs,, CAPITAL ONE

VISIT WWW.STRATEGICSUMMIT.COM FOR ADDITIONAL SPEAKERS!

FEATURED SPEAKERS

KEY TOPICS @STRATCOMMSUMMIT 2017 d The circus: Lessons from election ‘16, the greatest political show on earth

d Remarkable turn-around stories that transformed corporate reputations

d Handling sensitive subjects, striking a balance between saying what’s right and what is acceptable in a politically charged environment

d The foreign policy of global business: Empowering a new cadre of corporate diplomats

d The Oakland fire, terrorism or an active shooter in Orlando, learn what’s needed most in crises from PIOs directly involved

d Using cognitive systems and data-driven decision-making to enable people and machines to communicate and interact more effectively

d What’s next for predictive analytics? Trump 2016’s Digital Director explains how data was used to target audiences — and win

The eighTh AnnuAl

Gain Insights • Learn New Strategies • Interact with Leaders • Network

SUMMIT CO-CHAIR

Where top leaders in business, military and government communications, public relations, and public affairs gather to share strategies to enhance engagement and to identify methods that increase the value and improve the practice of strategic communications!

FOR MORE INFORMATIONCALL +1-866-207-6528 OR VISIT WWW.STRATEGICSUMMIT.COM

LIVE AND WORK AHEAD OF THE CURVE @STRATCOMMSUMMIT

Strategic Summit VenueThe Hilton Crystal City Hotel 2399 Jefferson Davis Highway Arlington, VA 22202

To make guest room reservations, please call the hotel at +1-800-695-7551 and request the special rate for the “National Summit on Strategic Communications.” You must book your room reservation by Monday, April 17, 2017 to be eligible for the group rate. Please book your room early, as rooms available at this rate are limited.

The Strategic Summit is organized annually by the nonprofit Strategic Communications Leadership Initiative in partnership with ExL Events and with support from the Pentagon and various military branches as well as private sector sponsors.

Increase your company’s direct exposure to our targeted audience by partnering with the Strategic Summit. Please contact: Alexander Siegel, Senior Business Development Manager +1-917-242-3893

Be inspired! Great work is being done in each of the sectors represented at this Summit: corporate, military, government, agencies and NGOs. Attend and you’ll learn, connect, and grow. You’ll mingle with thought leaders, trend-setters and peers, and you’ll walk away with knowledge, connections and lasting memories. Engage with people you simply would not meet elsewhere.

The Summit provides many opportunities for you to interact with peers offline, make business connections and build new relationships.

d Keynote presentations d Interactive roundtables d Networking breaks

d Luncheon events d Panel discussions d And much more!

Meet, Learn and Network with CCOs and CMOs; Digital Directors; Senior Officers; and Leading Leading PR, PA and IO Professionals

d Consultants

d Marketing Services Providers

d Association Managers

d Executive Recruiters

d Civic Organizations

The program also is of interest to:

The eighTh AnnuAl

Dear Colleague,On May 9-10, 2017, the popular and engaging National Summit on Strategic Communications will, for the eighth consecutive year, bring together senior leaders from corporate, military and government sectors with the objective of sharing best practices in global strategic communications.

The 2017 Summit theme of “Live and Work Ahead of the Curve” is aimed at enabling you to master new opportunities where the roles that leaders and organizations play are evolving rapidly.

d Technology is changing the way we tell our story. Our customers’ needs are the same — they still want to learn about our brands and want to believe they’re making the right decisions — but the technology and channels we use to reach them are changing.

d We can see the 9% of people who share content about a brand. But can we identify exactly who they are and reach them with a personal message?

d Tap expertise from diverse sectors for answers. This Summit includes CCOs from leading companies, senior military officers and government communicators.

@StratCommSummit will provide you with excellent value for the level of knowledge shared. Register to attend and you will access 18+ hours of educational keynotes, panels, breakfasts, luncheons and other networking events.

Learn from experts how you can live and work ahead of the curve.

We look forward to seeing you on May 9-10 when we return to the Hilton Crystal City Hotel across from Washington Reagan National Airport in Arlington, VA.

Best Regards,

Robert W. Grupp Summit Director and PresidentStrategic Communications Leadership Initiative

Who Should Attend?This Strategic Summit is designed for business, public sector and military communications directors and public officers; information operations officers; corporate communications and public relations professionals; and executives from corporations, government agencies, the Department of Defense and military branches, the intelligence community, universities, and NGOs with responsibilities in the following areas:

d Corporate Communications

d Digital and Social Media

d Information Operations

d Public Relations

d Public Affairs

d Content Editing

d Media Relations

d Marketing

d Data Analytics

d Public Policy

d Strategic Alliances

d Intelligence and Analysis

d Product and Brand Management

d Community Relations

d Employee Communications

d Public Diplomacy

d Government Affairs

FOR MORE INFORMATIONCALL +1-866-207-6528 OR VISIT WWW.STRATEGICSUMMIT.COM

AGENDA DAY ONE • TUESDAY, MAY 9, 2017

8:00 AM REGISTRATION AND CONTINENTAL BREAKFAST Commonwealth Foyer, First Floor, Hilton Crystal City, Arlington, VA

8:45 AM WELCOME AND SUMMIT OPENING Commonwealth HallRobert W. Grupp, Summit Director and President,STRATEGIC COMMUNICATIONS LEADERSHIP INITIATIVE

OPENING KEYNOTE9:00 AM ENGAGING AMERICANS AS PARTNERS IN A DIGITAL WORLD

The Chief of Public Affairs for the U.S. Army and leading champion charged with telling the Army story to the American public will explain the Army’s advocacy strategy to strengthen awareness and sustain support by Congress and the American people. With U.S. troops deployed in nearly 140 countries, Army PAOs are challenged to fill the gap in knowledge about modern warfare, defense and security in a changing and often contentious world crowded with new media channels.Major General Malcolm B. Frost, Chief of Public Affairs, U.S. ARMY

LESSONS LEARNED9:40 AM THE CIRCUS: INSIDE THE BIGGEST STORY ON EARTH

Mark McKinnon is Executive Producer of the Showtime documentary series that pulls back the curtain on the 2016 presidential race and the Trump administration, revealing the intense, inspiring and infuriating stories behind the headlines. Mark Halperin and John Heilemann join McKinnon in profiling key characters and events. McKinnon will share unique insights from this nonpartisan, never-before-attempted take on one of the most fascinating and consequential political periods in modern American history. Mark McKinnon, Political Advisor, Communications Strategist and Media Producer, SHOWTIME and HILL+KNOWLTON STRATEGIES

10:30 AM NETWORKING AND REFRESHMENT BREAK Commonwealth Foyer, First Floor, Hilton Crystal City

CRISIS COMMUNICATIONS 11:00 AM IS YOUR PIO TEAM READY FOR THE NEXT CRISIS?

Whether it’s a tragedy like the Oakland warehouse fire, terrorism or an active shooter, these incidents put an overwhelming strain on emergency responders, including public information officers. The need for timely, official and frequent updates is especially critical. Credible information from a PIO reduces speculation and uncertainty, which is important for the friends and family of those involved. Learn the functions and skills needed most to work a crisis as a team — from PIOs who have been directly involved in high-profile incidents. MODERATOR:Robert W. Grupp, Summit Director and President, THE SCLI PANELISTS:Karen Boyd, Citywide Communications Director, CITY OF OAKLANDMichelle Guido, Public Information Officer, ORLANDO POLICE DEPARTMENTSgt. Wanda Miglio, Public Information Officer, ORLANDO POLICE DEPARTMENT Karen Terrill, President, MEDIA SURVIVAL GROUP

12:00 PM LUNCHEON FOR SPEAKERS AND DELEGATES Crystal Ballroom — Hilton Crystal City

AMAZING OPPORTUNITIES1:00 PM THE 10 BEST BUSINESS LESSONS FROM 2016

If we’ve learned anything from the intense and perhaps “crazy” 2016 election, it’s this: Communication strategies driven by focus, purpose, relevancy and conviction are key to building reputation today. Campaigns are powered by good lessons for every entrepreneur—no matter whether you are a political candidate running for office, a major multi-national corporation trying to deliver for your stakeholders or a non-profit committed to making the world a better place. Apply these lessons to your business and win! Brian Jones, Partner, THE BLACK ROCK GROUPMANAGING RISK

1:40 PM CLOSING THE REPUTATION RISK MANAGEMENT GAPReputation risk is the largest, scariest and least manageable of all operational risks. Boards of many large companies have little confidence that their executives are even aware of what major reputation flare-up is around the corner (let alone hidden deep in social media). This session will propose cross-functional strategies to systematically broaden the conversation about reputation risk and integrate it into ongoing crisis mitigation plans.

MODERATOR: Anthony Johndrow, Co-Founder and CEO, REPECON ADVISORS

PANELISTS:Todd Van Hoose, President & CEO, THE FARM CREDIT COUNCIL

Richard Woods, Senior Vice President, Corporate Affairs, CAPITAL ONE

2:20 PM NETWORKING AND REFRESHMENT BREAK Commonwealth Foyer, First Floor, Hilton Crystal City

CORPORATE CASE STUDY2:40 PM BUILDING A CORPORATE BRAND LOVED BY CONSUMERS, VALUED

BY STAKEHOLDERSInnovation and change are constants in today’s business environment, no more so than at The Hershey Company. Despite challenges, this 122-year-old, $7.4-billion company is consistently ranked a best-in-class corporate brand. This keynote will reveal rich learnings and insights on how to successfully navigate through unrelenting change. Leigh Horner, Vice President, Corporate Communications and Corporate Social Responsibility, THE HERSHEY COMPANY

SNAPSHOTS3:20 PM Fast-paced snapshots of innovative initiatives and effective brand and

communications strategies. FORWARD. ALWAYS FORWARD!

The story of former IndyCar driver Sam Schmidt and a semi-autonomous motorcar developed by Arrow engineers helps define a brand and captures the hearts of racing fans everywhere. John Hourigan, Vice President, Global Communications, ARROW ELECTRONICS

DIGITAL TRANSFORMATION: THE REAL THING FOR OIL AND GASAs the world’s first digital industrial company, GE is transforming energy markets with minds and machines, providing solutions that are connected, responsive and predictive. Stephanie Cathcart, Global Head of External Affairs, GE OIL & GAS

BUSINESS DIPLOMACY4:00 PM THE FOREIGN POLICY OF GLOBAL BUSINESS: EMPOWERING A

NEW CADRE OF CORPORATE DIPLOMATSFor employees in global organizations, knowledge about other countries’ customs and customers, employees and suppliers, is essential. Sensitivity to cultural differences enables employees to overcome inevitable challenges in diverse global teams. With a shared mission and common set of values, employees who are adept at working across borders can be a distinct competitive edge. Now, however, many companies are scrambling to react to a changing global marketplace. The U.S. election, geopolitics and social media are redefining traditional globalization strategies, giving rise to a more reactive approach with consequences that are difficult to predict.MODERATOR: Gary Grates, Principal, Corporate and Strategies Practices, W2O GROUPPANELISTS:Dr. Roger Hayes, Senior Counselor, APCO WORLDWIDE, and Associate Professor, Lee Kuan Yew School of Public Policy, NATIONAL UNIVERSITY OF SINGAPORENobuko Kato, Vice President, Global Head of External Communications, Corporate Communications and Public Affairs, TAKEDA PHARMACEUTICAL COMPANY LTD. Marta Newhart, Global Vice President, Communications, JOHNSON CONTROLS

5:00 PM CHAIRMAN’S CLOSING REMARKS AND END OF SUMMIT DAY ONE

5:15 PM SPEAKER AND DELEGATE RECEPTION Commonwealth Foyer, Hilton Crystal City Hotel Sponsored by:

6:30 PM THOUGHT LEADER DINNER (By invitation)* Hosted by the Strategic Communications Leadership Initiative

AGENDA DAY TWO • WEDNESDAY, MAY 10, 2017

8:00 AM REGISTRATION AND CONTINENTAL BREAKFAST Commonwealth Foyer, First Floor, Hilton Crystal City, Arlington, VA 8:40 AM INTRODUCTION TO SUMMIT DAY TWO Commonwealth Hall

Robert W. Grupp, Summit Director and President, STRATEGIC COMMUNICATIONS LEADERSHIP INITIATIVE

GLOBAL BRANDS8:50 AM DEVELOPING BRANDS THAT MAKE YOU LOVE THEM

Today, when many brands are struggling for relevance in a cluttered marketplace, FedEx has reach. We’re talking massive reach on a global scale with billions of brand impressions earned every day. This session will reveal strategies required to sustain an iconic brand like FedEx. Patrick Fitzgerald, Senior Vice President, Integrated Marketing and Communications, FEDEX

DATA AND ANALYTICS9:30 AM DATA DOESN’T LIE: THE WINNING 2016 CAMPAIGN OPERATION

During the 2016 presidential election, almost every public and many private metrics suggested that Donald Trump was headed for a loss. Yet, his team was sowing the seeds of a new digital data enterprise and direct marketing effort that ultimately shocked the world on Election Day. The data operation ran everything from TV buys to the ground operation, revealing “persuadable targets” and virtually everything the campaign needed to know. This fascinating session will explain how data was collected and used to target voters and eventually lead to a victory.Brad Parscale, Former Digital Director, DONALD J. TRUMP FOR PRESIDENT, INC.

10:15 AM NETWORKING AND REFRESHMENT BREAK

ORGANIZING BIG EVENTS10:30 AM HAIL TO THE CHIEF: INAUGURATION LESSONS LEARNED!

Catch a behind-the-scenes look into the communication challenges and enormous coordination involved in producing large-scale events in this unique debrief on the 2017 presidential inauguration. In January, the Joint Task Force—National Capital Region had approximately 820 members assigned to coordinate participation by more than 5,000 service members in inaugural events, including the swearing-in ceremony; the historic parade down Pennsylvania Avenue; and scores of balls, dinners, prayer services and charity events sponsored by a wide array of organizations.PANELISTS:Lt. Col. Paul Bamonte, Public Affairs Liaison Officer, JTF-NCR, to the 58th Presidential Inaugural Committee, U.S. ARMYBrian Jones, Partner and Senior Communications Advisor to the 58th Presidential Inaugural Committee, THE BLACK ROCK GROUP

POWER, LANGUAGE AND SOCIAL CHANGE11:10 AM SPEAKING OUT ON SOCIAL ISSUES: THE POWER OF LANGUAGE

The language we use to describe things — to ourselves and to others — affects how we and they think and act. This powerful influence occurs in all kinds of situations, and especially in the aftermath of a divisive U.S. national election. Many organizations have had lengthy discussions on how best to handle sensitive subjects such as politics, inclusiveness and diversity in the workplace. How can you strike a delicate balance between saying what’s right AND what will be acceptable? In this political climate, is the price for speaking out on these social issues too high? Worth the risk? What’s the role of the enterprise in standing up and speaking out?Jennifer R. Farmer, Managing Director of Communications, PICO NATIONAL NETWORK

12:00 PM LUNCHEON FOR SPEAKERS AND DELEGATES Crystal Ballroom — Hilton Crystal City / Sponsored By:

ENTREPRENEURSHIP 1:00 PM Seven Characteristics of Highly-Effective Entrepreneurial

EmployeesFast-growing organizations need employees who regularly demonstrate entrepreneurial work habits that drive business. With a focus on analytics, digital expertise, audience dynamics and brand relevance, Jim Weiss built an integrated international company with more than 500 people who generate more than $100 million in revenue annually, serving some of the world’s leading brands. Hear Jim describe seven characteristics that assure a steady stream of people to fuel the growth of any venture.Jim Weiss, Founder and CEO, W2O GROUP

BEST PRACTICES 1:30 PM DATA THAT TURNED THE WORLD UPSIDE DOWN

Many voices have claimed that pollsters lost Brexit and the U.S. election because their predictions were so off the mark. Why did supposedly predictive models get it so dramatically wrong? Realistic analytical models require considerable experience. Airlines use data to decide how many tickets to sell at each price for a flight. Hotels try to predict the number of guests in order to adjust prices to maximize occupancy. Marketers determine customer purchases and set up cross-sell opportunities. This panel will explore how to optimize your marketing spend with reliable predictive analytics.MODERATOR:Bob Pearson, Vice Chairman and Chief Innovation Officer, W2O GROUPPANELISTS: Rebecca Haller, Director of Audience Insights, POLITICOAdditional panelists to be announced

ON LEADERSHIP2:00 PM LESSONS IN LEADERSHIP: MY CAPTIVITY IN VIETNAM

Retired Army Col. William S. Reeder Jr. was shot down while flying a Cobra helicopter gunship during a desperate attempt to rescue U.S. and indigenous troops in the Central Highlands of Vietnam in May 1972. Though severely injured, he evaded enemy capture for three days. Then he was held for weeks in jungle cages before enduring a grueling forced march on the Ho Chi Minh Trail to Hanoi and its notorious “Hanoi Hilton” prison. Today, Reeder continues to provide leadership training for the military and NATO Special Operations Forces. His tenacity in the face of unimaginable hardship is not only a captivating story but serves as an inspiration in leadership to all.MODERATOR:Robert Hastings, Executive Vice President Strategic Communications and Chief of Staff, BELL HELICOPTERSPECIAL GUEST:Col. William S. Reeder, Jr., (ret), Author and Leadership Consultant, U.S. ARMY

2:40 PM NETWORKING AND REFRESHMENT BREAK

FOR MORE INFORMATIONCALL +1-866-207-6528 OR VISIT WWW.STRATEGICSUMMIT.COM

AGENDA DAY TWO • WEDNESDAY, MAY 10, 2017

ROUNDTABLE DISCUSSIONS3:00 PM SHARE IDEAS, CLARIFY CONCEPTS, NETWORK

Take part in one of seven roundtables led by engaging moderators:

1. DIGITAL TRENDS – The best (and next) analytical tools Bob Pearson, Vice Chairman and Chief Innovation Officer, W2O GROUP

2. EXTRAORDINARY PR, ORDINARY BUDGET – A step-by-step guide Jennifer R. Farmer, Managing Director of Communications, PICO NATIONAL NETWORK

3. HYPERPERSONALIZATION – Digital’s next wave Brad Parscale, Former Digital Director, DONALD J. TRUMP FOR PRESIDENT, INC.

4. THROUGH THE VALLEY – My Captivity in Vietnam Col. William S. Reeder, Jr., (ret), Author and Leadership Consultant, U.S. ARMY

5. BUSINESS DIPLOMACY – Reframing the leadership landscape Dr. Roger Hayes, Senior Counselor, APCO WORLDWIDE, and Associate Professor, Lee Kuan Yew School of Public Policy, NATIONAL UNIVERSITY OF SINGAPORE

HOT TRENDS 3:45 PM THINK FIVE TWO YEARS OUT: ARE YOU READY FOR TOMORROW’S

WORLD?This popular, high-energy closing session succinctly identifies major takeaways from the two-day Strategic Summit. We can’t realize our potential as people or as companies unless we plan for the long term. This facilitated session identifies how you can keep your eye on a moving target.MODERATOR:Bob Pearson, Vice Chairman and Chief Innovation Officer, W2O GROUP

4:15 PM CHAIRMAN’S CLOSING REMARKS AND SUMMIT CONCLUDES

PLEASE NOTE: The agenda and speakers are subject to change without notice. In the event of a speaker cancellation or agenda topic change, every effort to find a suitable replacement will be made.

Please check the Strategic Summit website for updates: www.strategicsummit.com

SPONSORSHIP OPPORTUNITIES:Increase your company’s direct exposure to our targeted audience by partnering with the Strategic Summit. We provide unique, valuable forums that display your products, highlight your services and illustrate your expertise. For more information about the value in partnering with us, please contact:Alexander SiegelSenior Business Development Manager +1-917-242-3893asiegel@exlevents.com.

ORGANIZERS:

The nonprofit Strategic Communications Leadership Initiative provides thought leadership, sets standards and connects peers working in business, the military and government. ExL Events, a division of Questex, LLC, is an industry leader in developing high-quality conferences.QUESTIONS? COMMENTS?

Do you have a question or comment that you would like to be addressed at this event? Would you like to get involved as a speaker or discussion leader? Please contact Robert Grupp at +1-727-888-3738 or info@thescli.org.

What People Say About Attending the STRATEGIC SUMMIT

“The Strategic Summit was one the best conferences I have attended in my career.”

—Matt Guilfoyle, Executive Director Communication and Community Relations

“Invaluable! Amazing resonance across the broad spectrum of presenters. I found great networking opportunities too.”

—Mary O’Shea, Provost, DEFENSE INFORMATON SCHOOL

“Very well organized and coordinated program! New perspectives from various sectors.”

—Juan-Carlos Molleda, Ph.D., Dean, School of Journalism and Communication, UNIVERSITY OF OREGON

“Very well run event! The quality of presenters and content was very high.”

—Chris Kelly, Public Affairs Specialist, USDA FOOD AND NUTRITION

FOR MORE INFORMATIONCALL +1-866-207-6528 OR VISIT WWW.STRATEGICSUMMIT.COM

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Meet, learn and network with general officers; CEOs; and leading PR, PA and communications executives. At this event, we:

Bring together the best speakers you will find this year

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Encourage challenging, targeted debates to gain insight and the best solutions

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