29 August 2024
8:30am
Networking and registration
8:50am
Opening remarks
Rezwana Manjur
Editor-in-Chief
MARKETING-INTERACTIVE
9:00am
[Opening fireside]
In the eye of the PR storm
- The year of elections: Shaping the way communication is used and viewed in the current landscape.
- Global and political crises’ significant impact on public relations, media coverage, reputation management, and crisis communication strategies.
- Opportunities and challenges in the digital age: Adapting to the fast-paced nature of social media, and actively shaping public perception.
Speaker:
Patrick Nathan
Chief Communications Officer
SG Courts
Moderator:
Rezwana Manjur
Editor-in-Chief
MARKETING-INTERACTIVE
9:30am
[Case study]
Surviving the turbulence: Restoring trust, reputation, and brand confidence after a market downturn
- Managing external and internal messaging during times of restructuring and mass redundancies.
- Exploring PR’s role in business reporting and how it impacts brand value inside and outside the boardroom.
- Reinstalling confidence during a crisis, and working with media, financial analysts, and consumers to stop business devaluation.
10am
[Panel discussion]
Rehabbing your brand: Managing boycotts, backfires, and brand reputation in an online world
- Harnessing the power of public opinion: Mastering the art of addressing boycotts and overcoming negative social sentiments.
- Weathering the storm: Responding to blowback in today’s heated online environment.
- Safeguarding your brand: Creating a resilient risk-management strategy in the ‘cancel culture’ era.
Speakers:
Bertha Cheung
Head of Public Relations, APAC
Qatar Airways
Lena Goh
Managing Director, Public Affairs
Temasek
10.30am
Morning break
10.45am
[Case study]
Data-centric social listening: Intertwining PR, data, and technology for success
- Using data to drive decisions around PR campaigns, brand messaging, and more.
- Benchmarking your performance against your competitors through social sentiments.
- Why reoccurring trends and themes could save your brand in a crisis, and what to look for to be prepared.
11.15am
[Panel discussion]
Fighters of fake: Minimising the damage of false information on your brand
- Managing the rise of deception in today’s online world: Deepfakes, misinformation, and more.
- Going beyond compliance: Prioritising ethical business practices, corporate responsibility, authentic values, and fostering trust with consumers.
- Building a resilient defence against brand damage by prioritising authenticity in communication and actions.
Speakers:
Grace Chiang
Head of Brand PR and Communications
Endowus
Lauren Myers-Cavanagh
Head of Communications Asia
Microsoft
Ginny-Ann Oh
Director
APRW
11.45am
[Case study]
Social media domination: Breaking through the algorithm for organic virality
- Creating authentic and compelling messaging that cuts through news, headlines, and all the noise.
- Insights into leveraging social media algorithms for maximised reach and audience engagement.
- Post-social success: Retaining control of your brand narrative when you have gone viral.
12.15pm
[Fireside chat]
Straight from the head: Getting the C-Suite in your corner
- Crafting a business-use case that your CEO cannot refuse.
- Removing the prejudice of being a ‘cost-centre’ – how PR can drive revenue.
- Before things go wrong: Demonstrating PR’s proactive impact on the business.
Speaker:
Malgosia Green
CEO
Match Group Asia
12.45pm
Networking lunch
1.45pm
[Fireside chat]
Keep your friends close and your journalists closer: Getting ahead in today’s media landscape
- What today’s media professionals need to see to get brands on the front page.
- Gaining traction in today’s polarising media landscape without necessarily being polarising.
- Media due diligence and fact-checking PR stories.
2.15pm
[Case study]
Move over AVE, AI is here: Measuring modern PR success
- Utilising AI to measure sentiment, brand perception, and audience engagement more effectively.
- Explore effective ways to communicate AI-generated metrics to stakeholders.
- Storytelling with data to highlight the impact of PR efforts, and to effectively convey ROI.
2.45pm
[Panel discussion]
Rising above the chaos: Brand management amid external scrutiny, and taking control of your narrative
- Misguided tweets, sustainability mishaps, and more: Evaluating their impact on brand reputation and financial performance.
- Carefully crafted brand guidelines: Pre-emptively managing influencers, suppliers, and how much control do you need to retain.
- Calling it quits: Severing ties with external parties when necessary, and effectively communicating with customers to rebuild trust and safeguard the brand’s image.
Speakers:
Shorbani Roy
Regional Head of Communications for Asia
Lockheed Martin
Christina Celestine
Senior Director – Public Affairs, Communications & Sustainability, SEAHKT
Swire Coca-Cola
3.15pm
Networking break
3.30pm
[Case study]
Moving beyond words: Communicating resilience through actions
- Identifying the core purpose and long-term vision driving your brand’s sustainability efforts, and crafting messaging that resonates with stakeholders.
- Moving beyond generic press releases to create dynamic, multimedia content that showcases the tangible, positive impact of your sustainability initiatives.
- Telling a compelling story about the motivations and intended outcomes of your environmental and social responsibility programs to build trust with media outlets and consumers.
Shannen Fong
Vice-President & Head Strategic Communications & Sustainability
Income
4.00pm
[Case study]
Diverse, different, but not difficult: How Asia’s regional hubs create opportunities for brands
- Delving into the complex and multifaceted geopolitical temperature: How historic rivalries and modern political tensions are affecting the Asia region.
- Effectively managing the non-homogenous market of Asia: Tailoring messaging in both tone and language with a united brand identity.
- Understanding cultural diversity and awareness: The importance of tone, humour, style, and how far you can push the boundaries.
Jacqueline Lui
Communications Lead
Love Bonito
4.30pm
Open grill
4.45pm
Open grill
5.00pm
Closing remarks
5.10pm