eventsLEORON

exclusive exclusive business media partners managed by

broadcaster media partner

Reasons why you cannot afford to miss out on this event!1INTERACTIVE SESSIONS2NEVER BEFORE SEEN SPEAKERS3EXCLUSIVE CRISIS COMMUNICATIONS WORKSHOP4CHANCE TO MINGLE WITH EUROPE’S PR ELITE44

Donald STEELChief Communications

AdviserBBC

Christian CHULTZFormer Communications

Director, MattelSpecial Advisor,

Nordea Markets

Colleen HARRISFormer Press Secretary

Prince Charles, Prince William &

Prince Harry

Sietse BAKKER Manager

Communications & Public Relations

Eurovision Family of Events

Patrick JephsonFormer Press Secretary to HRH Princess Diana

of Wales

Mary Jo JacobiFormer Special Assistants For

Presidents Reagan and

Exclusive R E P U T A T I O NMANAGEMENTMASTERCLASS led by

++

Amazing Speakers SkopjeShaping the Global PR Industry LIVE Macedonia!in66

LeadersinPRand Communications8 November 2010 Aleksandar Palace Hotel, Skopje

Who Should Attend? Who should Sponsor?• Chief Marketing Officers • ICT Companies• Executive VP/Senior VP/ VP – Marketing and Communications • PR and Communication Agencies• Marketing / PR / Communications Directors • Media companies• Head of Marketing / PR / Communications • Online Communication agencies• PR Specialists

12.30 Lunch with Speakers and Delegates

Understanding the Importance of Public Relations and Communications in today’s Volatile Economy• PR in times of recession • New PR tools changing the world of Public Relations • Using PR and communications to distinguish yourself from your competitors

Christian SCHULTZ, Former Communications Director, Mattel - Special Advisor, Nordea MarketsChristian J. Schultz started his career in communication in the Asia-Pacific region, working with one of the world’s largest FMCG companies before moving on to London, the PR capital of Europe. With a Master with Merit in Public Relations and Public Communication he worked on the agency side for some years in the UK looking after a range of international brands in areas such as FMCG PR, Issues management, Public Affairs and Change communication. Christian then moved on to start up and manage Ogilvy PR in Denmark, a business he successfully managed for three years before deciding to join the worlds largest toy company Mattel. Today, Christian is Head of Communications for Mattel in Europe, leading an award winning PR team for all external PR and internal communication. Christian is not only an active member of several communication networks but he is also a regular contributor of articles and participator in global industry debates. When there is time in the calendar Christian is also guest lecturing at universities in Europe speaking on current topics and trends within the communication industry.

13:30

Reputation Management Masterclass• What is a Reputation?• The big picture: definitions, theory and application• What is Reputation Management and what use is it?• The importance of reputation management in a 21st century business world• An executive's functions and targets in promoting and protecting a corporate reputation• The effect of a Rapidly Changing Environment on Reputation Management• The Internal Importance of Reputation Management• The Key Elements of Reputation• Maintaining a Good Reputation Online• The Importance of Communications in Reputation Management• Crisis Communication• Brand Management and Reputation Management• Reviewing and Renewing Reputation • Sustaining Reputation in Changing Economic Times• The Key Issues in Managing a Good Corporate Reputation

Patrick Jephson, Former Private Secretary HRH Princess Diana Of WalesBorn and raised in Ireland, Patrick was educated in the UK where he took a Master’s Degree in Political Science at Cambridge University. Joining the Royal Navy, he was promoted to the rank of Lieutenant-Commander and then selected for duty in the Royal Household. He served for eight years as Equerry and as the first and only Private Secretary (Chief of Staff) to Diana, Princess of Wales. He was appointed Lieutenant of the Royal Victorian Order (LVO) for personal service to the Sovereign.His work for Princess Diana involved daily contact with officials at all levels up to head of state. He organised Diana’s public duties and journeyed with her to destinations such as the USA, Russia, France, Germany, Italy, Japan, India, Pakistan, Egypt, Zimbabwe, Argentina, Hong Kong, Indonesia, Kuwait, Saudi Arabia, Bahrein and the UAE. Some of these experiences are recalled in his book Portraits of a Princess: Travels with Diana.After Princess Diana’s death, Patrick took up full-time writing. His first book Shadows of a Princess (a New York Times bestseller) was reviewed as “the most indelible and authentic portrait of the people’s princess.

The Honorable Mary Jo Jacobi, Former Assistant Secretary Of Commerce, US President George H W Bush And Former Special Assistant, US President Ronald Reagan And HM Queen’s Elizabeth Civil Service CommissionerThe Honorable Mary Jo Jacobi is one of Her Majesty’s Civil Service Commissioners, chair of the Forensic Science Service’s Independent Advisory Board, a visiting fellow of the Leeds University Business School and a member of the advisory boards of Pittacus and the Foreign and Commonwealth Office’s Wilton Park. She also serves on the advisory boards of the Oxford University and George Washington University business schools and the Hudson Institute’s Center for Global Prosperity.She was the chief reputation officer for some of the world’s largest corporations including Royal Dutch Shell plc, Lehman Brothers and HSBC Holdings plc, whose corporate brand strategy she devised and executed. She also held senior public affairs positions with 3M and the US’s National Association of Manufacturers. She was an executive director of Drexel Burnham Lambert, a non-executive director of Tate & Lyle PLC and the Ladies European Golf Tour and she chaired the Board of the Ladies Professional Golf Association (LPGA).Mary Jo was appointed Assistant Secretary of Commerce by US President George H W Bush and Special Assistant to US President Ronald Reagan, who also appointed her to his Advisory Committee on Trade Negotiations. She was elected to the Academy of Women Achievers and was names as one of America’s 100 Young Women of Promise for the centenary of Good Housekeeping Magazine.

09:00

Leaders in PR and Communications 8 November 2010 Skopje, Macedonia

18.00 Cocktail ReceptionJoin us for an exclusive reception and do not miss the unique opportunity to personally meet our exclusive speakers.

Repositioning Yourself In The Media: Working With Prince Charles• Communication as a reputation management tool • Repositioning the media storm after Princess Diana’s death • Lesson learned from working with the British Royal Family

Colleen HARRIS, Former Press Secretary, Prince Charles, Prince William and Prince HarryColleen is one of the UK’s most senior communication consultants combining influential networking and worldwide communications expertise to deliver insight and strategic leadership on media relations, reputation management and leadership coaching to a high profile global clientele. Colleen has held senior communication positions in both the UK Prime Minister’s office and the UK Deputy Prime Minister’s office before being appointed Press Secretary to HRH the Prince of Wales, Prince William and Prince Harry. She handled media relations for The Prince of Wales during some of the Royal Family’s most high profile and sensitive years and was also responsible for the ‘introduction’ of Princes William and Harry to the public. Colleen has been a communications adviser to a number of UK Government Ministers, non Governmental departments and charities handling a range of issues from arts policy, environment and transport to immigration and race relations. In her present role as a communications consultant current clients include the World Health Organization, Serco plc, the Institute of Strategic Dialogue, Channel 4 television, the Elton John Aids Foundation, the Millennium Foundation and the Telegraph Media Group. Colleen sits on the boards of the YMCA (Central), the Royal Albert Hall and Hackney Empire Theatre. She is also a Member of Cancer Research UK. Colleen was awarded the MVO in 2004 for her work with the Royal Household; became a Fellow of the Royal Society of Arts in 2003 and is listed in the 2007 top 100 UK Black Power List.

16:30

Crisis Communications Simulation WorkshopIn this fully interactive workshop session, Donald Steel explains the 10 fundamental rules of crisis communications and the important of the "Golden Hour". This is followed by a fully interactive workshop in which delegates are invited to work in teams to handle a challenging and rapidly developing crisis. No experience of crisis communications is needed for this demanding but enjoyable session!• Learn the 10 fundamental rules of crisis communications • How to avoid the pitfalls • Learn how your organisation can prepare itself for a crisis • The vital importance of "The Golden Hour" in securing your organisation's reputation in a crisis • The dangers and opportunities created by social media

Donald STEEL, Chief Communications Adviser, BBCDonald Steel has been the BBC’s Chief Media Spokesman for the past eleven years. In this role, he lead the Corporations central press team which provides a service to the media across the world 24 hours a day, seven days a week. He has managed the media response to some of the most challenging media stories of the last decade, from the murder of the BBC television presenter Jill Dando, an Irish terrorist bomb attack on the Corporation’s Television Centre in West London, the Hutton Inquiry over the death of the government scientist Dr David Kelly – which led to the resignations of the BBC’s Chairman and Director-General, Richard Hammond's near fatal crash while filming the BBC TV programme "Top Gear", to the recent crisis in trust in broadcasters over the conduct of on-air competitions and the controversy following the BBC’s decision not to air a disaster appeal for the people of Gaza. He is a former radio presenter and producer and has held a wide variety of communications roles in the BBC, from publicist of the world’s longest running radio serial The Archers and heading press for BBC Production, the Corporation’s programme making arm, to a secondment to the Israeli Broadcasting Authority in Jerusalem to help run the Eurcvision Song Contest. He speaks regularly on reputation issues, in particular crisis management - recent and forthcoming engagements include the London School of Economics, Dubai, Singapore and Hong Kong. In 2010, he was appointed the BBC’s Chief Communications Adviser and the newly created BBC Academy made him it's first Associate Fellow. He was elected a Fellow of the Royal Society of Arts in 2009.

15:30

15.00 Networking And Refreshment Break

Eurovision: Building A Strong Platform For Your Brand• How do we use all platforms available to us to build one of Europe's most well-known brands? • How do we create synergy between television, print, news and social media? • What is multi-generation brand building, and how to apply it?

Sietse BAKKER, Manager Communications & Public Relations, Eurovision Family of EventsSietse Bakker, 26, was born and grew up in Amsterdam. He started his media career young, when he became Editor-in-Chief of his school newspaper at the age of 15. In 1999 the team was honoured with the national award ‘Best Online School Newspaper’ by the University of Amsterdam. His next media endeavour was the foundation of the independent Eurovision Song Contest website Esctoday.com. The success of the website brought him to his current career. While studying Communication Science at the University of Amsterdam, he founded the communications agency MediaBattery in 2003 at the age of 19. The company, which has been steadily growing ever since, focuses on visual identity development, public relations, design and new media. In 2006 he was invited to join the Eurovision Song Contest team by the European Broadcasting Union, (the event organisers) as Internet Project Manager. Building on these successes, in 2008 he was appointed Manager of Communications & Public Relations for the Eurovision Song Contest and Junior Eurovision Song Contest. He also works as Communications Advisor for Domeinbalie.nl, one of the fastest growing Internet service providers in the Netherlands. In 2008, Sietse Bakker started giving lectures on a topic close to his heart — the secrets behind living a happy and successful life. He is currently writing the book How To Live Wow!? aimed at helping young people develop the skills they need to become happy and successful and show how individuals can and should use those skills to solve the challenges Generation Y is facing and will face in the future. In 2009 he was chosen as one of the 25 Most Promising Young Entrepreneurs by Sprout, a leading Dutch business magazine. In 2010 he was chosen one of the three most talented young communications professionals in the Netherlands.

14:15

Leaders in PR and Communications 8 November 2010 Skopje, Macedonia

Delegate Details

Name : Job Title : E-mail : Tel : Fax : Mob :

Name : Job Title : E-mail : Tel : Fax : Mob :

Company Details

Company : Adress : Post Code : Country : Tel : Fax :

Price for registrations

Before October 1st □ EUR 299 After October 1st □ EUR 359 Special VIP package □ EUR 499

Group discount

Group of 3 to 5: 10% of the regular price 5 and more: 20% of the regular price

1. Please charge my credit card

Visa □ Mastercard □ American Express □ Card Number : Exp. Date : / / Name on Card : Signature :

2. Please Invoice my Company

To register:

Call +389 (0) 23 298 411 +389 (0) 70 31 99 35 Email igor.cuckov@leoron.net

Terms and ConditionsYou may substitute delegates at any time by informing us in writing. Full refund will be provided for cancellation done one week after registration. For cancellation received not later than seven (7) days prior to the event, you will receive 100% credit to be used at another LEORON events conference for up to one year of the issuance date. For cancellation received less than seven days before the event, no credit will be issued.

Leaders in PR and Communications 8 November 2010 Skopje, Macedonia