PUBLIC AFFAIRS IN ASIA INSTITUTE 2010

Please note that session times are subject to change
All listed speakers confirmed unless denoted by (*) as pending

Day 1 - MONDAY, 30 August 2010

9:00 - 9:30 a.m.  REGISTRATION AND COFFEE

9:30 - 10:30 a.m.  Introduction and Program Briefing

Speakers: Wayne Burns, Centre for Corporate Public Affairs Affairs                                              
Sheree Anne Kelly, Vice President Public Affairs Council

• Introduction of faculty.
• Assessment of participant needs and expectations.
• Briefing on syndicate work, case studies and activities.

10:30 - 11:30 a.m.  The Business Imperatives of Public Affairs 

Speaker: Cassian Cheung, Centre for Corporate Public Affairs

• Identifying and working with different social and political structures, practical experience in the Asia region.

11:45 - 1:15 p.m.   Public Affairs Function - Organization and Structure

Speakers: Sheree Anne Kelly, Vice President, Public Affairs Council
Geoff Allen, Chairman, Centre for Corporate Public Affairs
Chris Chan, Public Affairs Director, Corporate Communications, Asia Pacific Manufacturing &          
Engineering and Mega Projects, Dow Chemical

• Different models of function content and organization.
• Co-ordination with boundary functions.
• Managing across national boundaries. 
• Relations with 'HQ' and line managers.

1:15 - 2:00 p.m.  LUNCH - Executive Education Suite Lounge

2:00 - 3:00 p.m.  First Meeting of Syndicate Groups

Speaker: Geoff Allen, Chairman, Centre for Corporate Public Affairs

• Discussion in groups of personal and company challenges, working in public affairs.

3:00 - 4:00 p.m.   Issues Management: Tools and Concepts 

Speaker: Geoff Allen, Chairman, Centre for Corporate Public Affairs

• Issues management process, formal and informal models.
• Life cycle and early issues identification. 
• Framing, arena choice and agenda setting. 
• Issues management plans, teams and working with line managers.

4:00-4:15 p.m.  COFFEE BREAK

4:15 - 5:30 p.m. Managing Issues Through the Supply Chain

Speaker: Liam Jeory, Vice President, Corporate Relations, McDonald's Asia/Pacific/Middle East/Africa*

• Changing expectations for accountability for suppliers and the corporate response.
• Cross border issues with sourcing and rationalization of production. 
• Public affairs issues in relations with suppliers and joint venture partners. 
     

6:30 p.m. Pre-Dinner Drinks
7:00 p.m. DINNER PROGRAM 

Speaker:TBD

Insights and stories from the frontline: Managing corporate reputation and brand with consumers, government, and media in China.

Venue: Tin Ka Ping Hall, G/F, University Centre

Day 2 - TUESDAY, 31 AUGUST

9:00 - 10:30 a.m.  Reputation Management

Speakers: Al Naseer, Regional Head of Corporate and Regulatory Affairs - Asia Pacific, British American Tobacco
Patrick Wang, Nike*

• What is corporate reputation?
• How public affairs tools and skills can be used to steward it.
• Contemporary measurement and reporting and research.
• Involvement of the Board, CEO and stakeholders, employees and case studies.

10:30 - 10:45 a.m.  COFFEE BREAK

10:45 - 12:15 p.m.  Building and Maintaining Brand and Corporate Positioning in Asia

Speaker: Sajin Varghese, Regional Director, Brand Mangement & Corporate Communications, Philips    
Electronics Asia Pacific

• Brand and Reputation as a competitive tool.
• Building brand and  corportate marketing.
• Role of sponsorship.
• Practical approaches to positioning the company, CEO and Senior team.
• Case studies based on recent experiences.

12:15 - 1:15 p.m.  LUNCH - Executive Education Suite Lounge

1:15 - 2:30 p.m.  Case Study - Syndicate Group Meetings 

Speaker: Cassian Cheung, Centre for Corporate Public Affairs

• Proctor and Gamble PuR Purifier of Water (TM) (A): A Second Chance

2:30 2:45 p.m.   COFFEE BREAK

2:45: - 4:15 p.m.   Using Media Strategies

Speaker: Stephen Forshaw, Microsoft

• Building and maintaining relations with media in different national contexts.
• Working with local language and international media.
• Alliances and partnerships as strategic options.
• Media relations and line management.
• Developments in new media communications technology and their implications for public affairs management and stakeholder relations.

4:15 - 5:30 p.m. Harnessing and Managing Public Affairs Super Trends: Technology and the Next Big Thing 

Speakers: Wayne Burns, Centre for Corporate Public Affairs                                                           

• A look at how a raft of best practice corporations and organizations internationally are harnessing new technology, stakeholder activism, networks, news cycles and social trends to set their own agendas and make public affairs work better. 
• This session looks at the leading edge of public affairs tools and trends - blogs, social networks, Twitter, new communication channels, news cycle busters and how corporations and corporate activists are using these tools to their advantage.

5:30 p.m.  Class Photo

FREE EVENING

Bus transportation provided to and from shopping and restaurant district on Hong Kong Island. Bus departs at 6:30 p.m. and returns at 9:45 p.m.  Details to be advised. 

Day 3- WEDNESDAY 1 SEPTEMBER

8:30 - 10:00 a.m.  Strategic Employee Relations and Communications: Innovation and Best Practice 

Speaker: Eunice Cheng, Chevron*

• Role of internal communications in developing and embedding values, culture and corporate effectiveness. 
•  Aligning internal and external culture and expectations.
• Engaging staff to support corporate strategy.
• Role of volunteering in employee relationship building.

10:00 - 11:30 p.m.  Stakeholder Engagement and Relationship Building

Speaker: Karen Agabin, EP Communications Manager, Shell Philippines Exploration BV

• Stakeholder relations tools and concepts.
•  Models for community consultation and engagement. 
• Stakeholder feedback and corporate strategy.
• Case studies on innovative practice.

11:30 - 11:45 a.m. COFFEE BREAK

11:45 - 1:15 p.m.   Case Study - Plenary

Speaker: Cassian Cheung, Centre for Corporate Public Affairs

• Proctor & Gamble PuR Purifier of Water(TM)  (B): A Second Chance

1:15 - 2:15 p.m.  LUNCH

2:15 - 3:45 p.m. Risk Communication and Crisis Management

Speakers: Paul Barrett, Syngenta
Nick Campell, Johnson & Johnson

• Crisis management planning and preparation.
• Structuring crisis communications.
• Crisis media relations. 
• Community relations and risk communications.
•  Links to corporate risk management systems.
•  Case studies in current practice.

3:45 - 4:00 p.m. COFFEE BREAK

4:00 - 5:30 p.m.   Plenary Discussion 

Speakers: Wayne Burns, Centre for Corporate Public Affairs 

• Discussion of and interaction around the insights, company perspecitives of the last few days.

EVENING FREE

Day 4 - THURSDAY, 2 September

8:30 - 9:30 a.m.   Building and Maintaining Relations with Government

Speakers:  Elizabeth Hernandez, Director, Government and Public Affairs, Asia Pacific, GlaxoSmithKline

• Understanding government decision-making in different contexts.
• Goals, strategies and techniques for constructive government relations programs. 
• Monitoring/mapping emerging issues.
• Alliance formation and industry associations.
• Practical lessons from recent experience.

9:30 - 10:30 a.m. Associations and Coalition Building

Speakers: Alvin Lee, Director, International Relations and Public Policy, Asia Pacific, Time Warner Inc    
Sheree Anne Kelly, Vice President, Public Affairs Council 

• Alliance formation and industry associations.
• Practical lessons from recent experience.

10:30 - 10:45 a.m.    COFFEE BREAK

10:45 - 12:30 p.m. Trends and Best Practices in Community Relations and CSR

Speakers: Sher Mazari, Corporate Retions Director, Asia, Unilever Asia Pte Ltd 
Vincent Cosgrove, General Manager, Communications, Asia Pacific, Shell Eastern Petroleum Pte Ltd

• Aligning community relations and business strategy.
• Links to government relations, 'license to operate' and market entry strategies.
• Changing concepts of community investment and philanthropy in Asia.

12:30 - 1:30 p.m.  Public Affairs Planning

Speakers: Sharon Tang, Bayer

• Developing the pubic affairs plan in alignment with overall business goals and strategy.
• The role of line management in public affairs planning.
• Integrating communications across the organisation.
• Linking planning to resources, budgeting and performance evaluation.

1:30 - 2:30 p.m.    LUNCH

2:30 - 3:45 p.m.     Measurement and Reporting

Speaker: Wayne Burns, Centre for Corporate Public Affairs

• Measurement challenges and reporting.
• Managing internal and external assessments.
• Modes of internal and external reporting.

3:45 p.m. (continuous)         COFFEE BREAK

4:00 - 5:30 p.m. Managing Your Career Developmen and Your Public Affairs Toolkit

Speakers:  Faculty

This Session is all about you.

• Summary of tips and counsel to make the most of your talents, skills and opporutnities as a public affairs preactitioner.
• Salient tips from the faculty.

Presentation of Certificates of Completion