Day 1: Agenda

1 December (Wednesday )


Build an Evidence-Based Practice

9:05 – 9:45 (40 min)


PR’s Great Reset – empowering the fourth estate

  • With growing distrust, polarisation, and fractured media, public confidence in accountability and responsiveness in both private and public institutions, businesses, and thought leaders are at historic lows. It is against this backdrop that the PR and Communications industry must regain footing and trust in a post-truth world crippled by disinformation. PR professionals are at the forefront of restoring reason, fostering responsibility, and leading reassurance.

Richard Edelman,
Chief Executive Officer Edelman

9:50 – 10:20 (30 min)

Compliance-driven comms – ingenuity and expressiveness in a rules-based environment

  • While communications and PR teams are tasked to be creative and attention-grabbing, they are met with compliance rules, particularly for a public institution and publicly-listed companies.

10:25 – 10:55 (30 min)

The “chief reputation officer” – role of communicators managing reputations

  • Every organisation has its domain leaders.  The CFO, the general counsel, the CMO, but what makes a strong communications skills base so critical for an organisation is the reputation factor.  What contributes to reputation, and how to use the goodwill and strength of reputation to mitigate threats to it?Misinformation is more likely to be shared than truth, and public opinion is so critical to the success or otherwise of a brand, the role of the “chief reputation officer” has never been more important in key decisions around organisational strategy and direction.
Stephen Forshaw,
Head of Public Affairs Temasek

11:10 – 11:40 (30 min)

Ridding the big data bloat, reaping big data benefits

  • For all the good and success sprung forth by big data, traps loom for public relations confronted with both internal and external misconceptions such as correlation signifying causation and that group-level data applies to all individuals within a group. How do you build trust via data integrity and reporting?

11:45 – 12:15 (30 min)

The underdog advantage – swaying skeptics in an age of distrust

  • The public, particularly Gen Z millennials are turning away from first-hand information from institutions and corporation to independent media and networks (e.g. Instagram and TikTok), opinion pieces and influencer analysis. There is more weight to comments section these days than actual news stories, how do you create content and communications that would positively regain the public’s attention?

12:20 – 12:50 (30 min)


Hard questions, authentic answers – developing critical engagement

  • Combatting crisis and dispelling disinformation, taxing as they are, are only part of PR practitioners’ remit, sometimes it may be the people your organisation is engaged with that raises real challenges. When thrust in the spotlight where you take the hot seat, how do you engage with the stakeholders most important to your business or organisation?


Upping the Ante in Your PR and Communications

14:00 – 14:30 (30 min) 


Indispensible influence- the world needs PR more than ever

  • The PR industry is poised for a huge recovery as the outlook is considerably more positive with client budgets back on the rise. We’ve demonstrated great resilience in areas of crisis management, corporate reputation and employee engagement as previously explored, but are we truly out of the woods or should we be cautiously optimistic? Shifts to fully digital models and the ever-changing consumer behaviour spur much-needed introspection in building a roadmap robust for what’s ahead.

14:35 – 15:05 (30 min)


Storytellers’ stimulus – cognitive biases that shape emotions and opinion

  • An understanding of how people think and their neuro-processes will enable you to craft the right message and content to your intended audience as they are sure to impact stakeholders’ perception and ultimately decision-making when it comes to your brand and reputation

15:10 – 15:30 (30 min) 


PR bottlenecks – ways to automate PR processes without breaking the bank

  • Nip those menial tasks by introducing ways to get things done with the least effort. From influencer management, publishing and distributing press/media releases to scheduling and posting social media updates. Have all these done in a jiffy with tools used and now shared by PR experts!

15:45 – 16:15 (30 min)


The wayward voice – controlling narrative holistically in your organisation

  • What happens if a wayward employee posts something that can be detrimental to the repute of your organisation, how exactly do you prevent such occurrences and what do you do if your staff is getting trolled online?

16:20 – 16:40 (20 min)


PR for PRofit – comms that can make or break IPOs and stocks

  • Sometimes a wrong message can send a stock price tumbling down or a right tweet can sway market sentiments and bring out the whales to place investment dollars in your organisation.  Will your communications let your business swim or sink?

16:45 – 17:15 (30 min)


A crisis is a good thing – finding facts from fiction amidst confusion and calamity

  • Sometimes organisations take on a crisis with such wit, originality and tenacity that it proves to be more of a silver lining than a predicament. How do you know if your practice is nimble and responsive enough to handle issues as they arise, and how do you foster and charge your team with a creative mindset to tackle any crisis?
Lucia Montanarella
Associate Director of Media Operations International Olympics Committee

End of Day 1