Agenda

WEDNESDAY, 20 NOVEMBER 2019
08:00
Registration
09:00
Welcome and Opening Remarks
Welcome and Opening Remarks image
Rezwana Manjur
Regional Editor, advertising + marketing
09:10
Fireside chat: From “cost centre” to “profit centre”: Turning PR into a revenue generating role
  • Earning a seat in the boardroom by demonstrating contribution to the business’ bottom-line
  • Learning to speak the language of the CEO to add weight to the PR function
  • Putting a financial value to PR executions and going from “cost” to “profit” centre in the eye of the CEO
Fireside chat: From “cost centre” to “profit centre”: Turning PR into a revenue generating role image
Moderator: Rezwana Manjur
Regional Editor, advertising + marketing
Fireside chat: From “cost centre” to “profit centre”: Turning PR into a revenue generating role image
Panelist: Bryan Loo
Chief Executive Officer, LOOB Holding
Fireside chat: From “cost centre” to “profit centre”: Turning PR into a revenue generating role image
Panelist: Andreas Vogiatzakis
Chief Executive Officer, Star Media Group
09:50
Using data insights to drive PR campaigns in a fast shifting media landscape
  • Aligning communications to organisational outcomes
  • Combining technology and human insight to drive campaign success
  • Using data insights to deliver the right message to the right people
Using data insights to drive PR campaigns in a fast shifting media landscape image
Andrew Nicholls
Managing Director, ​CARMA ASIA
10:30
Power networking break
Driving Revenue & PR Value
11:00
Case study: Developing a data-driven PR function to prove and improve ROI
  • How to best utilise AI and technologies that are changing the face of PR
  • Driving better audience resonance by utilising a scientific and strategic approach to PR
  • Listen up! Why social listening is more important than ever
Case study: Developing a data-driven PR function to prove and improve ROI image
Melissa Hon
Head of Communications, British American Tobacco
11:40
Measuring the value of PR in a digital-first world
  • Implementing the use Social Media and digital tools to humanise brand and connect with consumers.
  • Integrating the old rules of AVE into the online-first world
  • Defending the PR budget during cost-cutting reviews to measure the investment made
Measuring the value of PR in a digital-first world image
Rafizah Amran
Executive Vice President, Head Group Communications Department, Prasarana Malaysia
12:20
Case study: Disrupting disruption: How to maximise marketing dollars with PR
  • Defining the role PR can play when marketing budgets are shrinking
  • Leveraging key channels via digital disruption
  • Maximising paid and earned PR to bring increased added value to marketing campaigns
Case study: Disrupting disruption: How to maximise marketing dollars with PR image
Kim Stengert
Chief, Strategic Communication & External Relations, WWF-Singapore
13:00
Lunch
Winning & Maintaining Successful Digital Coverage
14:00
Panel discussion: Plan, prepare and action: Developing fit-for-future strategies to evolve your crisis communications plans for cyber attacks
  • Delving into the importance of aligning cyber security strategy with PR communications in an organisation
  • Developing a reliable strategy for reputation management in the critical 48-hours after a cyber-crisis
  • Discussing the best practices in post-incident, media relations—social media, press releases, standby statements and dark site
Panel discussion: Plan, prepare and action: Developing fit-for-future strategies to evolve your crisis communications plans for cyber attacks image
Moderator: Devindar Visvalingam
Head of Corporate Communications, Celcom Axiata Berhad
Panel discussion: Plan, prepare and action: Developing fit-for-future strategies to evolve your crisis communications plans for cyber attacks image
Panelist: Jesmond Chang
Head of Corporate Communications Asia Pacific, Kaspersky
Panel discussion: Plan, prepare and action: Developing fit-for-future strategies to evolve your crisis communications plans for cyber attacks image
Panelist: Karen Puah
Head of PR and Communications, RazerFintech
14:40
Getting your house in order: Managing internal stakeholder and employee communications
  • Working with HR professionals to ensure employee advocacy
  • Getting your senior management trained in digital PR to ensure visibility
  • Why employee advocacy and company image are inextricably linked
Getting your house in order: Managing internal stakeholder and employee communications image
Marlene Kaur
Head of Communications Malaysia, HSBC Bank Malaysia Berhad
15:20
A new age of influence(rs) and video for PR: Who is your media?
  • Earned vs. paid: Does it matter anymore?
  • Beyond the headline: Why you should worry about the journalist’s social media
  • Why the on-demand consumer culture and tribalism is everything on social
A new age of influence(rs) and video for PR: Who is your media? image
Vivian Tan
General Manager, Corporate Communication and CSR, Hong Leong Bank
16:00
Afternoon networking break
Brand Purpose
16:30
Panel discussion: Brand purpose: Whose job is it anyway?
  • What does a purpose-led brand look like and how can PR take ownership of it?
  • How does PR have to evolve to keep in line with brand promise and ethos?
  • Why PR needs a seat at the ideation table in an era of triggered and sensitive consumers
Panel discussion: Brand purpose: Whose job is it anyway? image
Moderator: Tan Yee Pheng
Head, Group Communications Sime Darby Berhad
Panel discussion: Brand purpose: Whose job is it anyway? image
Panelist: Izlyn Ramli
VP, Group Brand and Communication, Telekom Malaysia
Panel discussion: Brand purpose: Whose job is it anyway? image
Panelist: Vijayaratnam Tharumartnam
Director, Group Corporate Communications, PROTON
Panel discussion: Brand purpose: Whose job is it anyway? image
Panelist: Pearl Lai
Director of Corporate Communications & CSR, Carlsberg
Panel discussion: Brand purpose: Whose job is it anyway? image
Panelist: Audrey Wong
Senior Director of Corporate and Regional Communication, Asia Pacific Singapore, Hilton
Panel discussion: Brand purpose: Whose job is it anyway? image
Panelist: Mastura Adnan
Head of Brand, Sponsorship and Sustainability, Standard Chartered Bank Malaysia
17:20
Closing remarks
Closing remarks image
Rezwana Manjur
Regional Editor, advertising + marketing
17:30
End of PR Asia Malaysia
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