PR A sia 2 018assets.marketing-interactive.com/conferences/PRASIA2018/PRASIA201… · experts as...
Transcript of PR A sia 2 018assets.marketing-interactive.com/conferences/PRASIA2018/PRASIA201… · experts as...
20-21 November Singapore#PRAsia2018
2018PR Asia
2 PR ASIA 2018 2018
Consumers today are evolving faster than any generation of consumers that we've seen. Keeping up is not easy. Keeping ahead - almost impossible.
There couldn't be a worse time for comms professionals to get complacent and forget fundamental principles that threaten to be forgotten as a new generation of professionals rise up in an age of disruption and constant change.
Why isn't earned media going away? Beyond metrics - how can we measure IMPACT? Beyond mere digital - how do you drive comms with DATA? Are influencers still relevant?
All these sessions and more, only at PR Asia.
EMBRACING THE AGE OF CHANGE – DON’T STAND STILL.
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WHY YOU SHOULD ATTEND
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KEEPING UP WITH THE DISRUPTIONS
Brands needs evolve and adapt but what are the fundamental principles that seem to be getting pushed out of the picture as technology continues to take on a bigger role in the PR space? Join our industry experts as they unearth these treasures. CONSUMERS THESE DAYS
It’s no secret – consumers are getting smarter, and with that, more difficult. They’re cynical, skeptical and
entitled. What triggers them, and how can you
win them over?
IS CONTENT STILL KING?You may know this, but it’s always, always about a good story. In this day and age as search, social and even out-of-home mediums continue to be flooded with information, PR professionals requires not only a greater level of skill, but precision as well. Is there a science to storytelling in PR? We let our speakers answer that question.
COVERING VARIOUS DISCIPLINES ACROSS THE PR SPECTRUM
Come this 20th to 21st November, we address digital and data-driven PR, internal comms, who
to hire on your team, influencers and more! It doesn’t get any more comprehensive than that.
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WHO YOU WILL MEET
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MIMRAH MAHMOODAPAC Director for Media SolutionsMeltwater
DAVID KIUVice President, Corporate Affairs, Asia, Middle East and AfricaMars Wrigley Confectionary
JESSICA LEEVice President, Communications - AsiaNetflix
VIOLET LIMChief Executive Officer and Co-FounderLunch Actually Group
EVA SOGBANMUDirector of External Communications, Asia PacificJLL
DR COLIN D’SILVAHead, Asia Pacific, Communications & Government AffairsGlaxoSmithKline
LAVINIA RAJARAMRegional Head of Communications, AsiaExpedia
DARYL AIDEN YOWPhotographer
KATE GERAGHTYDirector, Group Corporate CommunicationsFWD Insurance Group
SHANNEN FONGHead, Strategic CommunicationsNTUC Income
YIN-FERN LIMHead, Corporate CommunicationsNETS
TIMOTHY HOUDirector, Internal Communications and Social MediaMarina Bay Sands
OUR SPEAKERS
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RICHARD JAMESVice President Corporate Affairs, North and North East AsiaPhilip Morris International
ALEXANDRA VOGLERDigital Transformation and Communications Director, Beauty Care APAC & Skin and Personal Care WorldwideProcter & Gamble
STEPHANIE MCCONACHYHead of Marketing & CommunicationsPricewaterhouseCoopers
SHWETA SHUKLADirector, Sustainable Business & Communications, South East Asia, AustralasiaUnilever
KIM STENGERTChief, Strategic Communication and External RelationsWorld Wide Fund for Nature (WWF) Singapore
GLENN LIMGroup Communications DirectorTower Transit
KAREN TANSenior DirectorMinistry of Communications and Information
THU NGUYENVice President Youth Segment MarketingOCBC Bank
DEEPA BALJIExecutive Director, Marketing & Communications, APAC & Middle East & AfricaPublicis Groupe
OUR SPEAKERS
FOR SPEAKING OPPORTUNITIES, CONTACT :
LUKE [email protected]
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AGENDADAY 1: 20 NOVEMBER
8.00 am Registration
9.00 amOpening remarks and ice breaker session
Rezwana Manjur, regional editor, Marketing
INDUSTRY SNAPSHOT:COMMUNICATIONS FOR 2018 AND BEYONDNever before has a congruence between communication, content and the consumer been more pertinent
than today. With new trends, technologies and practices constantly emerging, how do fundamental
principles still apply? Where is change needed? We kick off PR Asia 2018 tackling content, and how brands
and agencies alike need to up their measurement game.
9.15 am
Fireside chat: The Evolution of Government Comms
• How government communications has evolved and how data can empower strategies
• Case studies - SARS, H1N1, and other crises
• Beyond mere clicks and impressions - how comms is leveraged to change attitudes and
behaviours
Speaker: Karen Tan, Senior Director, Ministry of Communications and Information
9.45 am
PR Professionals Leading From The Front: How And Why You Should Adopt A Data-First
Approach
• Setting the stage for future-minded PR
• Future-proofing your PR and measurement strategy
Speaker: Mimrah Mahmood, APAC Director for Media Solutions, Meltwater
10.15 am
Presentation: Content is (still) king – why a good story now more important than ever
• How communicating earnestly, sincerely, and authentically is what consumers need today
• Keeping your press release surprising but relevant
• Lost in translation - the art of compelling writing and articulate speaking
Speaker: Alexandra Vogler, Digital Transformation and Communications Director, Beauty Care APAC &
Skin and Personal Care Worldwide, Procter & Gamble
10.45 am Coffee Break
11.05 amExclusive Netflix Case Study
Speaker: Jessica Lee, Vice President, Communications - Asia, Netflix
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AGENDADAY 1: 20 NOVEMBER
THE CASE FOR INFLUENCERSThere is no doubt that influencers drum up reactions and responses. But recent events have found
influencers themselves in need of reputation and crisis management. How effective and how sustainable
are they as an option for comms?
11.35 am
Case study: a new age of influence(rs) and video for PR
• Tapping on voices of authority - your influencers of tomorrow - How independent 3rd
parties add credibility, perspective and depth
• Why comms should be using video more
• Risks and rewards
Speaker: Lavinia Rajaram, Regional Head of Communications, Asia, Expedia
12.05 pm Lunch
1.10 pm
Panel: Internal communication - why employee advocacy matters
• Inspiring a culture of advocacy
• Keeping advocacy organic in the midst of incentivising
• Sustaining the momentum in the face of turnover and budget constraints
Panellists:
Timothy Hou, Director, Internal Communications and Social Media, Marina Bay Sands
Kate Geraghty, Director, Group Corporate Communications, FWD Insurance Group
Dr Colin D’Silva, Head, Asia Pacific, Communications & Government Affairs, GlaxoSmithKline
Glenn Lim, Group Communications Director, Tower Transit
1.40 pm
Keynote: Progressive Public Relations
Born out of a disrupted industry landscape, an Earned-First, data driven, visual and influencer
enabled storytelling approach will secure the future of Public Relations as a strategic
marketing function.
• Public Relations and the consumer journey
• The earned-first approach
• How insight and analytics, visual storytelling and influencers are bringing modern Public
Relations to life
BOOK YOUR TICKETS NOW FOR MAXIMUM SAVINGS. BRING YOUR TEAM FOR ADDITIONAL GROUP DISCOUNTS.
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AGENDADAY 1: 20 NOVEMBER
2.50 pm
The Solution Room: encouraging greater collaboration
We take a break from the schedule to learn from the brightest minds in the business - YOURS.
Bring your toughest questions and best answers to the table and prepare for an exchange like
no other as your challenges bring out the experience and lessons of your industry peers - and
vice versa. This is not mere networking, and this is certainly not Q&A. This is the Solution
Room.
Delegates will get to choose the two sessions that align most with challenges that they are
facing.
Solution Room #1: Getting the story right
• Internal and external factors to consider when crafting your story
• Keeping stories fresh… even when it’s challenging
• Pitching the story right
• Adapting the story onto various platforms
Solution Room #2: Mechanics – knowing the best platforms to deliver, delight, and engage
audiences
• How are your audiences responding to your content?
• Which platforms will optimise your content?
• Effectively utilising video as part of your communications strategy
• Increasing credibility, shareability, & interaction
Solution Room #3: Working with Influencers
• How can brands handpick the most relevant influencers that are the right fit for the
campaigns?
• How can brands and influencers collaborate to better amplify and share content?
• What needs to be addressed in the planning & creation process?
• Who are the key influencers or journalists to build strategic lasting relationships with?
• Should campaigns be tailored to the influencer, or vice versa?
Solution Room #4: Measurement, data and ROI in PR
• How can data empower you in earning your media?
• What are the metrics worth paying attention to?
• Apart from insights like conversation share, brand sentiment, what else has been made
measureable today?
• How far can we go in terms of measuring the impact and outcomes of our campaigns?
• Is sales/profit always the end goal?
• How can PR professionals go about presenting these statistics to management?
4.20 pm Rapid fire reflections
4.35 pm Closing address
4.40 pm End of Day 1
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DAY 2: 21 NOVEMBER8.00 am Registration
9.00 amWelcome, opening remarks and recap of Day 1
Rezwana Manjur, regional editor, Marketing
DIGITAL AND OMNI-CHANNEL
As disruption further pushes comms over from traditional mediums to digital mediums, which principles
apply, and which have been rendered obsolete? Our industry experts and peers weigh in.
9.05 am
Presentation: It's #lit - speaking the language of today's consumers - Gen Z and the digital
natives
• Staying personable in an impersonal world
• The age of skepticism - communicating with increasingly sophisticated and educated
consumers
• Why you should be making friends instead of trying to create customers
Speaker: Thu Nguyen, Vice President Youth Marketing, OCBC Bank
9.45 am Power Networking
10.05 am
Spark, drive and sustain conversations - through PR and Marketing
• Thinking beyond silos, traditional media, and campaign timelines
• Strategically integrating Comms and Marketing departments
• Why views, shares and virality is NOT the end goal
Speaker: Shannen Fong, Head, Strategic Communications, NTUC Income
10.45 am Morning break
UNLEASHING THE VALUE OF COMMS IN YOUR ORGANISATION
We all know when it comes to change, it's not about position, or title - it's all about influence. How can
comms professionals work their way up to influencing major decisions within their organisations? Industry
leaders step in and tell you how
11.00 am
Presentation: Comms is all you need have
• When saving the earth is literally about rallying audiences behind your cause
• What type of conversion should you be looking for?
• Will added focus on revenue help or harm your strategy?
Speaker: Kim Stengert, Chief, Strategic Communication and External Relations, World Wide Fund for Nature (WWF) Singapore
11.40 amFireside chat: Turning crisis into opportunity – Daryl Aiden shares his story
Speaker: Daryl Aiden Yow, Photographer
AGENDA
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AGENDADAY 2: 21 NOVEMBER
12.20 pm
Case study: Shifting perception – tobacco, technology and the challenge of communicationA leading tobacco company is doing something drastic - it is replacing cigarettes with smoke-free products. It's undeniably the biggest shift in its 171-year company history; one it is saying is right for smokers who choose to continue to smoke and society at large. Join us for this exclusive session as they share about this drastic decision, and how public relations is critical to their journey.
Speaker: Richard James, Vice President, Corporate Affairs, Philip Morris International Inc.
1.00 pm Lunchtime
THE FUTURE OF COMMS: EVOLVE OR DIE
How can brands continue to build on fundamental principles learning from mistakes of the past as they
observe present trends to anticipate the future? We wrap up PR Asia by hearing what our industry experts
opinions on the matter.
2.10 pm
Case Study: Why Earned Media is Still Your Secret Weapon
• How earned media can differentiate you from competitors
• Evolving best practices - then and now
• Challenges, lessons learnt and key learning takeaways
Speaker: Violet Lim, Chief Executive Officer and Co-Founder, Lunch Actually Group
2.50 pm
Presentation: Driving sustainable growth through Comms
• Why communications are crucial to sustainable growth
• Involving all stakeholders to drive culture
• Unpacking how sustainable growth is viewed across all levels within the organisation
• Addressing present needs without compromising future abilities
Speaker: Shweta Shukla, Director Communications, External Affairs & Sustainability, Unilever
3.30 pm Afternoon break
3.50 pm
Closing Panel: Comms (r)evolution
• Reinventing and evolving the "PR" mindset
• Staying curious and maintaining cultural relevance
• Where critical thinking is lacking in comms today
Moderator and panellists:
Eva Sogbanmu, Director of External Communications, Asia Pacific, Jones Lang LaSalle Property Consultants
David Kiu, Vice President, Corporate Affairs, Asia, Middle East and Africa, Mars Wrigley Confectionary
Yin-Fern Lim, Head, Corporate Communications, NETS
Stephanie McConachy, Head of Marketing & Communications, PricewaterhouseCoopers
Kim Stengert, Chief, Strategic Communication and External Relations, World Wide Fund for Nature (WWF) Singapore
4.30 pm Closing address
4.40 pm End of PR Asia 2018
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2018PR Asia