Social media & pr

CONFIDENTIAL, Page 1 of 5

___________________________________________________________________________________________________________ 1 Pacific Conferences Pte Ltd

5 Shenton Way, #26-08 UIC Building, Singapore 068808 Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

Social Media & PR

Integrating New & Traditional Media for Renewed Best Practices in PR

[With Specialised Tracks for the Public and Private Sector]

Singapore: 28 February - 1 March 2011

Hong Kong: 3 March - 4 March 2011

Draft Programme for 2-Day Conference on

Overview of Social Media & PR

(1) Re-establishing the Value of Social Media in Today’s PR Practice • Defining the new role of PR in today’s social media age environment and analysing what

has changed • Determining the business value of social media PR and how to persuade management

buy-in • How to harness the true potential of social media to fit in with other aspects of your

communication mix • Uncovering the best of both worlds: How to choose the optimum mix of both traditional

and new media for your organisation • The future of PR: Current trends and challenges PR practitioners can face in the next 5

years

[Presentation]

50min + 10min Q&A

Social Media Tools

(2) Analysing Twitter, Facebook & Foursquare: How to Effectively Leverage on Them for Your PR Campaigns

• Social media platforms that customers will be looking at in three months & three years

from now – What makes them tick? • Benefits and uses of Twitter & Facebook - How to generate a stream of loyal followers

and how to track conversations about your brand and competitors • Using social media as the main platform to launch a campaign: Effectiveness of such

campaigns and how reliable it is to drive positive Word-of Mouth for your brand • Foursquare and location-based services: How it can be used as a PR tool to monitor

good turn-up for your campaign and form an online community for your audience • Mobile PR – Driving PR campaigns using mobile and moving beyond “ads” to “apps” to

engage consumers

[Presentation]

50min + 10min Q&A




PR for the Private Sector ISSUES MONITORING & MANAGEMENT

(3) Getting Ahead of All Chatter About Your Brand: How [Company] Came Up with a System to Monitor & Manage Emerging Issues

• How buzz have moved from offline to online channels and why it has become imperative for

organisations to start monitoring on the web in addition to traditional channels • How [Company] developed social media monitoring strategies for both day-to-day and long

term running of the company • Moving from monitoring to managing issues – How [Company] managed data collected and

delivered timely responses to stakeholders • Challenges encountered by [Company] in the earlier stages and how it tackled them • Affordable / Free tools and solutions to facilitate your issues monitoring process

[Case Study] 50min + 10min Q&A

MEDIA RELATIONS

(4) Engaging the Media in Revitalised Ways: How [Company] Innovated with Social Media Strategies to Relate to the Journalists

• Journalists today – Who they are now, know their beat, timeline and appreciate the meaning

of news values • How [Company] incorporated social media into its media relations strategy • The “death” of the traditional press release and the evolution to a social media release • How [Company] maintained media interest and got its stories published with innovative

content creation ideas • Challenges [Company] faced when infusing both traditional and new media into its

communication strategies and how they were overcame


REPUTATION MANAGEMENT

(5) How [Company] Protected its Business & Profits by Managing its Reputation

• Analysing the importance of a good corporate reputation in today’s digital age & how it can cushion your brand from falls

• How [Company] used social media to boost its brand and reputation • 360 degree approach - How [Company] integrated both traditional and social media

technologies to forge stronger relationships with its audience • Leveraging on conversations in the social media space - How [Company] aligned its

corporate image and corporate reputation for greater brand coherence • How [Company] came up with new PR initiatives to achieve sales conversion from social

media





CRISIS COMMUNICATIONS & MANAGEMENT

(6) [Company]’s Triumph in Managing Crisis with the Social Media & Lessons Gained from the Experience

• [Company]’s overall crisis management framework for communicating and handling a crisis in

all 3 stages: pre, during and post • How to keep your crisis team updated and always on guard by providing real time information

through social media • “All issues are potential crises” - How [Company] monitored all potential issues and nipped it

in the bud before they grew bigger • How [Company] made effective use of both online and offline channels to mitigate [Crisis]

and how it leveraged on good media relations to help itself in times of trouble • Post Crisis – what you should do to prevent future similar crises from happening and

learnings from [Crisis]

[Extended

Session] 80min + 10min Q&A

CORPORATE BLOGGING

(7) Initiating [Company]’s Corporate Blog for Engaging with its Stakeholders in a Timely Fashion

• “Corporate blogs are not white elephants” – How [Company] aligned its corporate blog to

business objectives and metrics so that there is a purpose • Tips on what communication styles to use in your corporate blog, how to update and maintain

it and what not to do • How can B2B industries make use of corporate blogs to engage with its stakeholders

effectively • How [Company] used its corporate blog to support its offline functions to communicate

consistently • Blogging as a crisis tool – How [Company] strategically leveraged on its corporate blog

during crisis times • Challenges that [Company] faced when initially launching its corporate blog and how they

were overcame


PR for the Public Sector MONITORING PUBLIC OPINION

(8) Staying Ahead of the Public’s Chatter: How [Govt] Came Up with a System to Monitor & Manage Public Opinion

• How public sentiments on policies and issues have moved from offline to online channels and

why it has become imperative for governments to start monitoring on the web in addition to traditional channels

• How [Govt] developed public opinion monitoring strategies for both day-to-day and long term running of the organisation

• Responding to public feedback - How [Govt] made use of the data it has collected from social media platforms to turn it into knowledge and delivered a timely response to the public

• Challenges encountered by [Govt] in the earlier stages and how it tackled them





MEDIA RELATIONS

(9) How [Govt] Innovated with Social Media Strategies to Communicate Better with Journalists

• Journalists today – Who they are now, know their beat, timeline and appreciate the meaning of news values

• How [Govt] utilised the social media to engage journalists with faster response time and with great transparency

• Incorporating a social media release with traditional press release to provide more interactive information to the public

• How [Govt] applied innovative content creation ideas to maintain media interest in its news • Challenges [Govt] faced when fusing both traditional and new media into its communication

strategies and how they were overcame


REPUTATION MANAGEMENT

(10) How [Govt] Adopted Social Media Strategies to Boost its Reputation

• Challenges in maintaining a good governmental reputation in today’s digital age • Aligning action and words - How [Govt] acted credibly in all situations to boost public opinion

& reputation • How [Govt] leveraged on social media to engage the public on a more personal level to get

feedback and how this boosted public satisfaction and [Govt]’s reputation • 360 degree approach - How [Govt] integrated both traditional and social media technologies

to effectively reach out to the public • Challenges and pitfalls to avoid when planning and implementing social media PR strategies


CRISIS COMMUNICATIONS & MANAGEMENT (11) [Govt]’s Triumph in Managing Crisis with the Social Media & Lessons Gained from the

Experience

• [Govt]’s overall crisis management framework for handling a crisis in all 3 stages: pre, during and post

• Style, content & media - How should governments communicate to the public during a crisis • How [Govt] worked together with the media to give timely updates and ensure responsible

reporting so as not to cause public panic • How [Govt] made effective use of both online and offline channels to mitigate [Crisis] • Post Crisis – How should governments communicate to assure the public and gain back the

public’s trust

[Extended

Session] 80min + 10min Q&A

INTERNAL COMMUNICATIONS

(12) How [Govt] Facilitated Internal Communications with Social Media Leading to Increased Efficiency

• Motivations for considerations to adopt a social media PR strategy and how the [Govt]

defined its short and long term action plans for communications • How [Govt] incorporated social media into its internal communications to increase level of

employee identification with core mission and values • How [Govt] formed and managed a social media team that ensured message and

communications consistency from within • “Good external communications start internally” – How [Govt] extrapolated its internal

communications strategy to its external communications with the public for uniformity





(13) Topping in Searches: How [Company] Improved its Visibility Among Stakeholders

• Search Engine Optimisation (SEO) - Complementing your social media PR strategy • Analysing which keywords are most relevant to include in your website, social media release

and other areas to optimise search results • The different aspects of SEO – Links, traffic and usability and how they all work together to

improve your organisation’s ranking in searches • Applying SEO in press releases – keyword density versus using them high in the document • Ignoring the internet is no longer a choice – How to develop a strong web presence for your

organisation


(14) Linking Metrics with Objectives to Evaluate the Effectiveness of Your Social Media

PR Strategies

• PR measurement and how to set measurable goals for both online and offline initiatives • Social media analytics – How to assess campaigns launched on Facebook and Twitter • Applying advanced tools to measure its effectiveness in achieving communication goals • Identifying important metrics that corresponds with communication objectives to ascertain

the performance of a Social Media PR campaign • Measuring the tangibles and intangibles – Determining the ROI of a social media PR

campaign and quantifying consumer engagement & loyalty • Case study: Post-campaign evaluation process [Company]’s PR team spearheaded to

extract learnings for future PR strategies and campaigns

[Extended Session] 80min +

10min Q&A

Search Engine Optimisation

PR Measurement

Documents

Social media & pr