The Strategic Communication Masterclass 10-12 April 2012 Madingley Hall, Cambridge

Strategic communication within complex politico-military and

humanitarian environments – an immersive, intensive and

collaborative learning event.

The Strategic Communication Masterclass is designed to develop experienced

diplomats, IGO and NGO personnel and military staff in the fields of public affairs,

media relations, communication strategy and campaign implementation, within an

immersive, intensive and collaborative learning environment. The Course is scenario-

focussed interspersed by lectures. The lecturers are therefore seen as subject matter

experts and are, within their sessions, to cover their allocated specific subjects but

also to provide subject matter advice in relation to the scenario. In this, the

Masterclass, is unique, far removed from the traditional conveyor-belt of disjointed

lectures seen at many conferences and workshops. It is hands-on and facilitative,

comprehensive and collaborative, designed to maximise the value of the accrued

knowledge and experience of both the organisers and the attendees. The Masterclass

makes use of web protocols to update scenario injects, provide lecture context and

enable active discussion groups, both within and external to the Masterclass.

Held in the grand surroundings of

Madingley Hall, Cambridge, course

fees have been kept to a minimum

and include lunches and dinners over

the three days. Delegates are free to

book their own accommodation,

either at Madingley Hall or elsewhere.

Cambridge itself is less than an hour

from London by train from Kings

Cross. There are also hourly coaches

from London’s Heathrow airport to

Cambridge and London’s Stansted

Airport, serviced by several main

European hubs, is also only 30 minutes

away.

Programme

Serial Time/

Duration Subject (Speaker/Advisor) Key Learning Points

Day 1 (D-Day) 01 10 minutes

(Start 0850) Welcome and Scenario Brief Simon Haselock & Jem Thomas – Albany

02 45 minutes 0900

Lecture – The Big Picture: Power Politics and Public Diplomacy Sir Robert Fry KCB, CBE

03 0945 45 minutes

Lecture/Discussion – Information Environment Nik Gowing - BBC

Media ownership, cycles and sourcing Fragmentation Credibility - Paradox of Plenty Digital convergence & leapfrogging Networks Collaborative output - Wikinomics Participatory and interactive Mobile technology and packaging Personalisation - Content creation and curation Speed and volume

04 15 minutes 1030

Coffee break

05 60 minutes 1045

Lecture/Discussion –Introduction to Strategic Communication Simon Haselock – Albany

Strategic counsel Objectives Values Multilateral synergy Diverse publics Mechanisms Internal and domestic politics Strategic communication definition Power interactions Dialogical approach Organizational culture Communication management

06 1145 45 minutes

Introductory Scenario play Albany Mentors

07 60 minutes 1230

Lunch

08 1330 45 minutes

Lecture/Discussion/Practical – The Challenges of Strategy and Narrative Jem Thomas - Albany

Strategic Challenges Narrative formation Environmental analysis Public/Stakeholder analysis Framing the message Strategic vision Long range horizon scanning Campaign planning Synergy of Influence activity

09 45 minutes 1415

Lecture/Discussion – Communications in the Military Context Colonel Jon Hazel - DTIO

Media Operations/Public Affairs Operational Security Information Operations Psychological Operations Military-Media relationship

Deception Electronic Warfare Key Leader Engagement Computer Network Operations Influence Activity Kinetic/Fires Civil-Military Co-operation Common issues

10 45 minutes 1500

Lecture/Discussion – Communication Methods and Channels Jem Thomas - Albany

Segmentation Power-Interest Matrix Influencers Stakeholders Displays/Posters Pamphlets Entertainment Exhibitions/Open Days Lobbying/Advocacy Seminars/Forums Word of mouth Mass Media Elecronic/Online Social Psychology

11 1545 15 minutes

Tea/Coffee break

12 90 minutes 1600

Scenario play – Back Brief Albany Mentors

13 1730 15 minutes

Output brief Jem Thomas (Albany)

14 1815 45 minutes

Pre-dinner drinks

15 1900 Dinner

After dinner

60 minutes Keynote Lecture - Politics and Communications of IGOs Sir Kieran Prendergast, KCVO, CMG

Serial

Time/

Duration Subject Key Learning Points

Day 2 (D+10) 01 30 minutes

(Start 0800) Scenario play – Back Brief Albany Mentors

02 45 minutes 0830

Lecture/Discussion - Media development & regulation Doug Griffin - Albany

ICT4D Public Affairs capacity Community media Industry development Private sector Media literacy Comms for Governance and Accountability Advocacy (lobbying) Social activism Media regulation

03 45 minutes 0915

Lecture/Discussion – Strategic Case Study: Somalia (tbc) Simon Haselock - Albany

04 15 minutes 1000

Coffee break

05 45 minutes 1015

Lecture/Discussion – Humanitarian/Development IGO/NGO Communications Dominic Nutt - World Vision

Donor issues Critical public information Host Nation relationships & Advocacy Reporting and disclosure Crisis mapping and crowdsourcing Politicisation issues & conditionality Technicalities Security issues Visibility agreements Civil society linkages

06 45 minutes 1100

Lecture/Discussion – Organizational Issues Mark Laity – Chief Stratcom NATO

Delegation Networks vs hierarchy Information release protocols Guidance Chains of command Grids & Synchronization Firewalls Communication management Process vs outcome Synergy (IO/PA or PI/Fundraising/Advocacy) Personnel Organizational culture Dominant coalition

07 30 minutes 1145

Scenario play Albany Mentors

08 60 minutes 1215

Lunch

09 45 minutes 1315

Lecture/Discussion – New media Lorna Ward – SKY News

Blogs Wikis Social networks Twitter Podcasts Vodcasts/YouTube Social bookmarks Communication choices What new media is not Collaborative networks Digital convergence

10 45 minutes 1400

Lecture/Discussion – Press Office & Crisis Management Paul Moorcraft - Cardiff University

Crisis management Monitoring & Analysis Planning Internal comms Strategic counsel Media liaison Communication policy Intra-agency liaison Press conferences & Facilities ‘Battle Rhythm’ Polling Social Media Media/Press releases Crisis cycle Pre-Crisis/Issue Management Crisis planning Spokesperson role Detection & containment Strategic options Post-Crisis

11 60 minutes 1445

Lecture/Discussion – The Media Robert Fox – Evening Standard

Newsworthiness The journalist’s mindset The business of media Professionalism Ownership & Plurality Private vs public service broadcasting Management Supporting institutions Digital convergence & influence of digitization Ethics & public interest Media regulation

12 1545 15 minutes

Tea/Coffee break

13 60 minutes 1630

Scenario Play – Back brief Albany Mentors

14 30 minutes 1730

Output brief Jem Thomas – Albany

15 1900 Dinner

After dinner

60 minutes After Dinner Lecture – Lessons from the Corporate World

Jon White - Consultant

Serial

Time/ Duration

Subject

Key Learning Points

Day 3 (D+21)

01 30 minutes (Start 0800)

Scenario play – Back Brief Albany Mentors

02 45 minutes 0830

Lecture/Discussion – Tactical Case Study: Libya Justin Marozzi - Albany

03 45 minutes 0915

Lecture/Discussion – Research & Evaluation Claire Spencer – itoi Research

Sources of data Metrics and ROI Focus groups Polling and statistics Qualitative Media analysis (Weighted Media Cost) Value (or not) of AVE Barcelona Principles & AMEC Social media metrics Back to SMART

05 45 minutes 1000

Lecture/Discussion – Grassroots Communication & Information Ecology Guy Gabriel - Albany

Communication culture Media culture Semiotics Mobile activism Co-Option Compliance Consultation Cooperation Co-Learning Collective action Challenges & barriers Using cultural channels Change agents Behavioural Change & economics

06 15 minutes 1045

Coffee break

07 60 minutes 1100

Lecture/Discussion – Cultural Analysis, Radicalisation & De-Radicalisation

Imran Ahmad Kahn – Transnational Crisis Project

Cultural web analysis Linkages and patronage Universalities Push and pull cultures Identity Intellectual discourse Extremist terminology Faith & Political ideology Terrorism & Recruitment Diaspora discourse Radicalisation on the internet Multilingual and multicultural encounters The transformation of discourses Trans-generational changes The audience – publics analysis Counter-narratives De-legitimization of violence Challenging historical fallacies Engaging the moderates Community resilience & vulnerabilities Personal vs Group dynamics Effective messengers Media utility and framing

08 30 minutes 1200

Scenario play – Discussion Albany Mentors

09 60 minutes 1230

Lunch

10 60 minutes 1330

Lecture/Discussion – Digital and Mobile Communications in Crisis and Development Gregory Asmolov - LSE

Crowdsourcing Ushahidi Data mining Mobile usage Digital demographics Crisis mapping Digital leapfrogging ICT4D

11 90 minutes 1430

Scenario Play – Back brief Formal Presentation to Panel Albany Mentors

12 1600 15 minutes

Tea/Coffee break

13 60 minutes 1600

Toolbox development

14 15 minutes 1700

Course washup & graduation

Speakers

In the participative and collaborative nature of the Masterclass, all speakers, whilst delivering highly focussed lectures, will also act as advisors to the scenario play and contributors to the overall knowledge base.

Keynotes

SIR ROBERT FRY KCB, CBE

Sir Robert is Chairman of Albany Associates. He is also involved in a number of board and advisory roles to companies in the security and banking sectors, in Europe, North America and the Middle East, having previously been EMEA Regional Vice President for Defense & Security at Hewlett-Packard. Before business he enjoyed a full military career with posts that included Commandant General of the Royal Marines and Deputy Commanding General of coalition forces in Iraq.

Sir Robert is a visiting professor at Reading University and a visiting fellow at Oxford; he is also an occasional columnist for the European edition of the WSJ and for Forbes Magazine. He is a trustee of the charity Help for Heroes and the London based think tank, the Royal United Services Institute. He maintains his military links as Colonel, The Special Reconnaissance Regiment

SIR KIERAN PRENDERGAST KCVO, CMG

Sir Kieran Prendergast is a British diplomat and a former Under-Secretary-General for Political Affairs at the United Nations. After graduating from St. Edmund Hall, Oxford, he joined the British Foreign Office, working in Nicosia, Cyprus, and The Hague before returning to London in 1976 to work as Assistant Private Secretary to Anthony Crosland and David Owen, Secretaries of State for Foreign and Commonwealth Affairs. In 1982, he was appointed consul-general in Tel Aviv, Israel and later served as High Commissioner to Zimbabwe and Kenya, and then as Ambassador to Turkey.

In 1997, United Nations Secretary General Kofi Annan appointed Prendergast Under-Secretary-General for Political Affairs at the United Nations and served in that position until 2005. He helped call attention to human rights violations and ethnic cleansing resulting from the War in Darfur, and was deeply involved in Cyprus reunification negotiations in 2004. When he resigned in 2005, Kofi Annan thanked him for his “outstanding service” and “invaluable advice.” Since his resignation from the United Nations, Prendergast has conducted research at the Belfer Center for Science and International Affairs and is a member of the Advisory Council of

Independent Diplomat. He is also a Senior Advisor to the Centre for Humanitarian Dialogue in Geneva.

Speakers (in alphabetical order)

GREGORY ASMOLOV

Recognised as a leading light in the field of information technology and social media in politics, Gregory Asmolov is a researcher at the New media, Innovation and Literacy programme at the London School of Economics media department researching the development of online political institutions and ICT based models of governance in crisis situations.

Gregory has also worked as a consultant on information technology, new media, and social media projects for The World Bank, American Councils for International Education, and Internews, and was a research assistant at the Berkman Center for Internet and Society. Previously he worked as a journalist for major Russian daily newspapers Kommersant and Novaya Gazeta, and served as news editor and analyst for Israeli TV. He is regular contributor to Global Voices.

Gregory is a co-founder of Help Map, a crowdsourcing platform, which was used to coordinate assistance to victims of wildfires in Russia in 2010 and won a Russian National Internet Award for best project in the "State and Society" category. Currently he and his colleagues develop a new crowdsourcing platform for coordination of mutual aid in crisis situations Rynda.org. Gregory holds MA in Global Communication from George Washington University (Washington, DC) and BA in Communication and International Affairs from the Hebrew University in Jerusalem.

ROBERT FOX

Robert Fox, has worked as a journalist and broadcaster since 1967, and is defence correspondent for the Evening Standard. He also contributes to Il Sole 24 Ore, Limes, the Tablet, the Times Literary Supplement and the Oldie and works as a commentator for the BBC and Sky News. He is senior associate fellow at the Centre for Defence Studies in King’s College, London.

He was a BBC correspondent and reporter between 1968-87, reporting from the Falklands, the Middle East, Northern Ireland and Italy. He joined the Daily Telegraph in 1987 and served as defence correspondent and chief foreign correspondent, covering Afghanistan, the 1991 Gulf war, the Balkans, and the Middle East and the intifada. He was a guest commentator for the Corriere della Sera, Milan between 1976-77.

His books include Eyewitness Falklands (1982), Antarctica and The South Atlantic (1985), Camera in Conflict (1995) and Liners (1998). He co-wrote I Counted Them

All Out (1982) with Brian Hanrahan. He has two works in progress, War and Truth: Reporting and History and an anthology called Eyewitness To History.

GUY GABRIEL

Guy Gabriel is one of Albany’s Senior Associates, with a particular responsibility for Sudan, a country he first visited a decade earlier and has been visiting ever since. His particular interest and remit is grassroots outreach, and tribal dynamics and reconciliation.

Guy spent 4 years with Arab Media Watch, a London-based organisation that monitors media coverage of the Middle East. Throughout his career, he has worked as a freelance journalist, with work appearing in various publications including al Hayat, al Quds al Arabi, The National (UAE), and Forbes (US), as well as a number of more specialised fora on Middle Eastern politics. In 2010 he was shortlisted for an International Media Council award for coverage of the Middle East.

Gabriel speaks French, Arabic (including script), and German, and holds a Masters from the School of Oriental and African Studies.

NIK GOWING

Since February 1996, Nik Gowing has been the main presenter on BBC World News, the BBC’s 24-hour international television news and information channel. Nik also anchors special location coverage of major international news events. He is lead moderator for the BBC World Debate programmes, which have recently been held in Delhi, the Dead Sea in Jordan, Muscat, Sharm-el-Sheik, Istanbul, Singapore and Dalian, China.

Nik is also at the forefront on thinking concerning the contemporary media environment and its impact on organisations and journalists. He has been a fellow of many leading academic institutions, including The Kennedy School of Government at Harvard University, the Reuters Institute at Oxford University and is currently on the Advisory boards for the Royal United Services Institute and the Overseas Development Institute. His acclaimed book ‘Skyful of Lies and Black Swans’ is a powerful account of shifting power distribution in the digital age.

Before joining the BBC in 1996, Nik was a foreign affairs specialist and presenter at ITN for 18 years. He won a BAFTA award in 1982 for his smuggled coverage of martial law in Poland. From 1989 to 1996 he was diplomatic editor for Channel Four News. His reporting from Bosnia was part of the Channel Four News portfolio which won the BAFTA ‘Best News Coverage’ award in 1996. In 2007, Nik received a

Special Award at the first Indian News Television Awards in 2007 in recognition of his work in International news Reportage and Coverage.

DOUG GRIFFIN

After years of private practice with an international law firm in New York, Moscow and Paris, Doug Griffin is an expert in communications and media strategy, law and policy, particularly in conflict, post-conflict and transitional environments. He is a lawyer with expertise in drafting important legal documents and assisting with the development of communications and media law and policy.

He has significant experience communicating effectively with stakeholders, including the public, government officials and the international community, about key law and policy issues. Examples of projects include drafting a media development strategy for Somalia with input from ministries, other stakeholders, the United Nations and UN agencies and donors; drafting key legislation and regulations concerning media and telecommunications in Iraq; training senior management of national regulators of broadcasting and communications and government officials; and providing comprehensive broadcast and other regulatory advice to communications regulators and government ministries in Jordan, the United Arab Emirates, the Democratic Republic of Congo, Kosovo, Afghanistan and Bosnia and Herzegovina.

SIMON HASELOCK

Simon Haselock is co-founder and Director of Albany Associates and a pioneer in media intervention in countries emerging from violent conflict. Following the signing of the Dayton Peace Agreement in late 1995 and throughout 1996 he was the NATO Spokesman in Sarajevo. He stayed on in Bosnia from 1997 until early 2000 as Deputy High Representative for Media Affairs in the Office of The High Representative responsible for the public presentation of policy and media reform. As Temporary Media Commissioner in Kosovo in 2000 he began the process of building the professional, legal and ethical structures necessary for the independent media to flourish there. He then served as the Director of Public Information for the United Nations Mission in Kosovo (UNMIK) from 2001 to spring 2003 when he went on to head the Foreign and Commonwealth Office (FCO) Media Development and Regulatory Advisory Team in Iraq.

Since co-founding Albany he has directed projects in Kosovo, Darfur, Lebanon, Afghanistan and Somalia. He is an Associate of the Program for Comparative Media Law and Policy (PCLMP) at Oxford University and served for 23 years in the Royal Marines attending the Royal Navy Staff College in 1986.

Colonel JON HAZEL OBE

Jon Hazel is a British Army officer with 24 years’ military experience, almost half of which has been on deployed operations. Recent operational tours have been in Afghanistan with the International Security Assistance Force working on strategic assessments and strategic communication.

Currently a Research Fellow at the UK’s Royal College of Defence Studies, his main research interest is the relationship between national strategy-making and strategic communication in the Information Age. While a student of the College, his dissertation was published as a Seaford House Paper - The Conflict with Extreme Islamism: How to Compete in the Global Information Environment. He has also contributed to the British Army Book 2011 and the MOD’s first doctrine publication on strategic communication. He is part of a UK Defence team which was commissioned by the Chief of the Defence Staff to produce the MOD Enhancing Strategic Capability Study in support of Defence Reform. The Study includes recommendations of major change concerning the UK Armed Forces’ approach to communication.

IMRAN AHMAD KHAN

Imran Ahmad Khan is Transnational Crisis Project’s President and Co-Founder. In addition to his executive duties, which charge him with all key management decisions and organizational development, Imran is also responsible for Crisis Project’s overall strategic vision and direction. As a strategist, expert in transnational security, population-centric foreign policy, ideological radicalization and counter-radicalization, Imran has advised governments, groups and organisations in several countries and is called upon by policy makers, academics and journalists to share his insights. As Crisis Project’s President he frequently travels at the invitation of universities, governments and others to address audiences around the world. In addition to his duties as President of Crisis Project, which require him to provide leadership for its varied global endeavours, since 2007 Imran has also personally led Crisis Project’s in country research in both neighbouring republics. Imran has held a wide range of business and policy positions in many countries. Some of these positions have included serving as a Special Advisor on Terrorism and the Muslim World at the Canadian Ministry of Foreign Affairs, CEO of a multi-million dollar media company, Director of Communications for the Syrian Media Centre in London, an advisor to the Government of Belarus, and an Advisor to the British Conservative Party Group at WMDC.

MARK LAITY

Mark Laity is the Chief Strategic Communications at SHAPE (Supreme Headquarters Allied Powers Europe) which commands all NATO military operations. This followed nine months in Afghanistan in 2006-7 as the NATO Spokesman in Kabul and Media Adviser to the ISAF Commander, for which he was awarded the NATO Meritorious Service Medal. Previously he had been Chief of Public Information at SHAPE.

From 2000, Mark was for four years the Special Adviser to the NATO Secretary General, Lord Robertson, and NATO’s Deputy Spokesman. He had a wide variety of defence policy and information roles including a year as NATO spokesman, and in 2001, with the threat of civil war looming, he was sent to the former Yugoslav Republic of Macedonia as personal adviser to the Macedonian President. When a NATO military force was later deployed he became Media Adviser to the NATO commander and civilian spokesman for Operation Essential Harvest.

Mark joined NATO after 22 years in journalism, including most notably 11 years as the BBC’s Defence Correspondent from 1989, when he reported from the frontlines of most major conflicts of the nineties, but particularly the break-up of Yugoslavia, and the Gulf War in 1991

JUSTIN MAROZZI

Justin Marozzi is a writer, historian and strategic communications advisor with extensive experience working in and writing about many of the world’s most challenging countries, including Iraq, Afghanistan, Libya, Yemen, Somalia, Sudan, Burma, Uzbekistan, Pakistan, Colombia, Lebanon and Syria. In 2004, Justin established the world’s first outreach programme operated by a security company in a conflict zone, a nationwide civil affairs programme that assisted the innocent victims of conflict.

He was a senior communications advisor in Darfur, working with the joint UN-African Union peacekeeping mission in 2008, and Mogadishu, where he has assisted the African Union mission. In 2010 Justin was a senior advisor to the British government’s Stabilisation Unit (SU) on strategic communications in the UK, Afghanistan, Haiti, Congo, Somalia and other crisis environments. The author of four books, he has written extensively about these overseas assignments for the FT, Times, Spectator and Standpoint, as well as broadcasting for the BBC. He holds UK government security clearance and is a member of the SU’s Civilian Stabilisation Group.

Dr PAUL MOORCRAFT

Dr Paul Moorcraft is the director of the Centre for Foreign Policy Analysis, London, and visiting professor at Cardiff University’s School of Journalism, Media and Cultural Studies. A regular broadcaster for the BBC, Sky and Al Jazeera and op-ed/columnist for several major international newspapers, Paul has also written several books, his most recent being Inside the Danger Zones: Travels to Arresting Places (Biteback) and Mugabe’s War Machine (Pen and Sword).

His extensive communications experience has included his work within Corporate Communications in the Ministry of Defence in Whitehall and he has been a crisis management consultant to such international blue-chip companies as Shell, British Gas, 3M, Standard Bank etc, as well as working for various government organizations.

Paul was also head of mission for the independent British observer group (50 observers) during the Sudan national election in 2010, and returned in January 2011 to observe the independence referendum in South Sudan.

DOMINIC NUTT

As Head of News for Save the Children and also Head of Emergency Communications for Christian Aid, Dominic Nutt has an impressive background in humanitarian communications.

A former journalist, now Associate Director of Communications at Worldvision, he is also a keen commentator on issues of communication in the humanitarian and development context and a regular speaker at conferences.

CLAIRE SPENCER

Having spent 25 years in PR, involved in some of the most high profile communication campaigns including the privatisation of British Telecom and London’s bid to hold the 2012 Olympics, Claire now runs i to i research, a research consultancy specialising in insights and measurement around how people interact with communication.

Since 2003 she has specialised in social and political research in conflict and post conflict areas of the world, conducting polling and surveys on behalf of government and NGOs. Countries where she has worked include Bosnia, Kosovo, Iraq, Afghanistan and Pakistan. Her surveys have covered a wide range of topics from attitude surveying on local population needs and wants, communication

effectiveness measurement, elections, law enforcement, counter narcotics, reconstruction and development and insurgency and reconciliation. Claire is currently undertaking an evaluation project for a series of Islamic Road Shows in Pakistan, Sudan and Indonesia.

She is also a Deployable Civilian Expert for the ‘Stabilisation Unit’, a joint unit of the Foreign & Commonwealth Office, the Department for International Development and Ministry of Defence.

JEM THOMAS

Jem Thomas had a successful career in the Royal Navy, specialising in intelligence and then media and public relations. During this time he developed considerable operational experience in communications, including the Balkans, Iraq, Afghanistan and West Africa.

His recent years have seen him as the spokesperson for the EU in Bosnia-Hercegovina and as Chief Instructor at the UK MoD's Defence Media Operations Centre. Academically, he has Masters degrees in security studies and international relations and also a diploma in public relations. His experience and knowledge have resulted in his focus on public diplomacy, media relations, strategic communications, issue and crisis management, with a specific interest in communication aspects of foreign policy (national and intergovernmental) and post-conflict reconstruction.

He has specialised in training public affairs, instructing UN agencies, national governments and corporate clients. He is a communications consultant to the UK government’s Stabilisation Unit and Thomson Reuters.

LORNA WARD

Lorna Ward will be recognised by many as a foreign correspondent for SKY News. Recently reporting from Libya, she was a ‘guest’ of the Gaddafi regime throughout the run-up to the UN resolution and subsequently stayed alongside the rebel forces covering the battles of Misrata, Bani Walid and Sirte. Lorna has spent time in most of the world’s hotspots, including Afghanistan, using multi-spectral media skills in editing and production. She has also reported on the UK domestic front, taking advantage of SKY’s formidable digital media capability and reach, employing social networks to garner widespread and disparate information, report real-time news and engage with viewers.

Lorna is also a Captain in the UK’s Territorial Army Reserves, often deployed as a Media Operations Officer. Having led a Combat Camera Team in Iraq in 2007,

Lorna has acute skills in video production in conflict zones and has transferred these skills into the contemporary new media environment.

Previously a producer for Lion TV and Shine production companies, Lorna has contributed to several documentaries, including ‘Days that Shook the World’ (BBC) and ‘The Terrible Tastes of the Great Dictators’ (SKY ONE)

DR JON WHITE

Jon White is a consultant in management and organisation development, public affairs, public relations and corporate communications management, and has worked in public and private sector organisations in Europe, the United States, South Africa, Australia, and Canada. Clients have included companies such as Shell, Motorola, British Airways, National Express and AEA Technology, as well as governments in the UK, Canada, Norway and Macedonia.

He has written articles and books on public affairs, public relations and corporate communications practice, including How to Understand and Manage Public Relations (Business Books, 1991) and Strategic Communications Management: Making Public Relations Work, with Laura Mazur (Addison Wesley, 1995). He contributed to Excellence in Public Relations and Communications Management (Lawrence Erlbaum and Associates, 1992) as part of a research team with James Grunig from the University of Maryland and others. He has written a number of management case studies for teaching purposes on organisations such as Dunhill, Lloyds of London, AEA Technology, Diageo and the South African company, Barloworld.

He holds a doctorate from the London School of Economics and Political Science, where he has also led seminars in corporate communication. He has made presentations to university and professional groups in the United States, Canada, Australia, China, Malaysia, Hong Kong, Singapore, Thailand, France, Belgium, Denmark, Norway, Sweden, Austria, Germany, Romania, Poland, Slovenia, Macedonia, Spain, Nigeria, Zimbabwe and South Africa, as well as the United Kingdom and Ireland.

For further information see http://www.smartcomms.org/training/strategic-communication-masterclass/

www.albanyassociates.com