Conference programme

Communicating in the New European Union

24-25 June 2004

Hotel Josef, Prague, Czech Republic

in association with the International Public Relations Association (IPRA)

THURSDAY, JUNE 24

9.00 – 9.10 Welcome to delegates

Jennifer Hardie, IPRA Board and Managing Director Pinnacle Public Relations

9.10 – 9.30 The PR scene in Eastern Europe
Maria Gergova, IPRA Board and Managing Director, United Partners Bulgaria
· The Eastern European and Balkan PR scene
· Changes over the past five years
· Current challenges
· New developments

9.30- 9.50 The PR scene in Central Europe

Richard Schinko, Partner, BIG PR, Prague
· Changes over the past five years
· Adapting to the new EU era
· The potential of Western markets

9.50 – 10.50 Lobbying and public relations in Brussels
Barry Lynham, The Centre, a Brussels-based consultancy
· Lobbying in Brussels
· European institutions and how they can work for you
· Harnessing the power of the Brussels press corps

10.50 – 11.10 Coffee break

11.10 – 11.50 Case study: Mergers and acquisitions: Corporate affairs as a key partner in reaching decision makers and influencers
Marcel Daniëls, Vice President Corporate Affairs, Alcan Europe
· Case studies and lessons learnt for influencing decision makers and changing public opinion

11.50 –12.50 The Rise of Non-Government Organisations: How NGOs influence decision makers and change public opinion
Tony Long, European Policy Director, WWF

12.50 – 13.50 Lunch

13.50 – 14.50 Issues and Crisis Management and Communications – Managing under the glare of public and media scrutiny
Michael Seymour, International Director, Crisis & Issues Management, Edelman
· What is a crisis?
· Management challenges of handling serious issues & crisis situations
· Information control and conflict communications
· How to get truly ready and prepared to anticipate and handle potential crisis situations

14.50 – 15.10 – Coffee break

15.10 – 17.40 WORKSHOPS

Participants can register for one of the following workshops:

Crisis communications and planning: Michael Seymour
· Hands-on proactive crisis training with practical exercises

Writing for PR and setting up a press office: Elsbeth Smedley
· Expert tips for press releases that make the news
· Creating a well-run press office

Media interviews and media management techniques:
Jennifer Hardie, Daniel Simpson and Genevieve Butler
· Learn how to give great television and print interviews
· Practice your interview techniques with a former New York Times and Reuters Television journalist
· Each participant in the workshop will get to do one interview and will receive a media training handbook at the end of the session

19.00 – 20.30 Cocktail reception

Ci Helna Restaurant

Hergetova Cihelna

Cihelná 2b

118 00 Praha 1

Tel: +420 257 535 534

Note: if delegates wish to book dinner at the restaurant after the cocktail or view the menu, please consult the Ci Helna website: http://cihelna.com/

FRIDAY JUNE 25

9.00 – 9.40 Managing corporate social responsibility programmes
Marjorie Thompson
· What is CSR?
· How to create a CSR programme
· When and how to seek publicity

9.40 –10.20 Boosting your country’s image to encourage high-quality foreign investment projects
Dita Martisova, Director of Marketing Communication, CzechInvest

10.20 – 10.40 Coffee break

10.40 – 12.40 Media panel discussion: Working with international, regional and national media in Europe
With Steve Williams, Senior Editor, BBC World; Randolph Walerius, senior editor for enterprise reporting in Europe, Middle East and Africa, Dow Jones Newswires; Jeremy Druker, Editor-in-chief, Transitions Online and from M. Klima, chief editor of Hospodarske Noviny, a leading national newspaper in the Czech Republic.

· Discuss what makes news with the people who make the decisions
· How to work effectively with the media
· How the media handle breaking stories

12.40 – 13.25 Lunch

13.25 – 14.00 Promoting a strong Central European brand in the West: “Telling a great Czech story: the pivotal role of public relations in developing the Budweiser Budvar brand”
Denisa Mylbachrová, PR Manager, Budweiser Budvar

14.00 – 15.00 Case study: How UPS uses “Familiarisation Trips” (journalist visits to UPS’ European centres) to build media relationships and profile
Susan Fletcher, Director, Europe, Middle East and Africa, UPS

15.00 – 15.20 Coffee break

15.20 – 17.30 WORKSHOPS
Participants can register for one of the following workshops:

Managing your corporate reputation through CSR: Marjorie Thompson
· Hands-on training for developing a CSR programme that works for your organisation
· Participants will be taught how to create their own programme

Writing for PR and setting up a press office: Elsbeth Smedley
· Expert tips for press releases that make the news
· Creating a well-run press office

Media interviews and media management techniques:
Jennifer Hardie, Daniel Simpson and Genevieve Butler
· Learn how to give great television and print interviews
· Practice your interview techniques with a former New York Times and Reuters Television journalist
· Each participant in the workshop will get to do one interview and will receive a media training handbook at the end of the session