A one-day-conference – 23 June 2011
The Hatton, 51-53 Hatton Garden, London EC1
Refreshments will be served
08.50 WELCOME ADDRESS
Helen Dunne, editor of CorpComms Magazine
09.00 THE MEDIUMS MAY EVOLVE BUT THE BASICS REMAIN THE SAME
Donald Steel, former communications adviser, BBC
Drawing on more than 20 years’ experience in handling crises, from the murder of presenter Jill Dando to the Hutton Inquiry, Steel brings crisis management back to its core issue – the process of restoring and maintaining trust.
09.30 GETTING SOCIAL IN A CRISIS
Mary Walsh, director of communications, Eurostar
When five Eurostar trains stalled in the Channel Tunnel just before Christmas 2009, customers resorted to Twitter to air their grievances. Walsh explains how the rail company has since embraced social media to communicate during crises and respond to ongoing customer feedback.
10.00 DEFENSIVE DRIVING: STEERING BRAND REPUTATION THROUGH PRODUCT RECALL
David Brimson, general manager, brand strategy and marketing communications, Toyota Motor Europe
Since 2009, Toyota Motor Europe has handled recalls involving more than 1.7 million cars. Brimson offers an insight into the communications challenge surrounding recalls and the lessons learned by the car manufacturer on how to rebuild both business and reputation.
10.30 MORNING REFRESHMENTS
10.50 THE NEWS CYCLE: HOW JOURNALISTS REPORT ON CRISES
Marcus Gault, managing director, Insight, Precise
Andrew Clark, deputy business editor, The Times
Becky Barrow, business correspondent, Daily Mail
This session presents groundbreaking findings on how journalists report on crises, the emotive language that is used by different media and just how long a crisis will dominate the front page.
11.30 WHEN THE MARKET LEADER LOSES ITS SHINE
Lucas van Praag, global head of communications, Goldman Sachs
Goldman Sachs has rarely been off the front pages since the financial crisis, and has been the subject of documentaries, books and articles in magazines such as Rolling Stone. Van Praag offers insight into how Goldman Sachs is handling the unprecedented attention and working to rebuild its reputation as the world’s premier investment banking group.
13.15 TELLING THE TURNAROUND TALE: MCDONALD’S UK
Nick Hindle, vice president communications, McDonald’s Restaurants
It was not that long ago that McDonald’s appeared to be blamed for everything from obesity to ubiquity. A carefully constructed programme of transparency, proactive communications and a revamp of the supply chain, branches and internal communications has repositioned McDonald’s as a caring employer, socially responsible business and a worthwhile member of the wider community.
14.00 RESTORING REPUTATION IN FINANCIAL SERVICES
Howell James, corporate affairs director, Barclays
Financial services companies have become the whipping boys for the media, while bankers’ bonuses provide regular fodder for the front pages. James offers insight and advice on the steps the sector must take to restore its reputation and standing in the community.
14.45 MAKE YOUR BOSS HAPPY: ADD £MILLIONS TO HIS MARKET CAP
Fraser Hardie, senior partner, Blue Rubicon
It is all down to communications, argues Hardie, who believes a strong and robust strategy during a crisis can boost reputation and improve a company’s standing long term – which ultimately feeds through to the bottom line and the all important share price.
15.15 AFTERNOON REFRESHMENTS
15.40 IS YOUR BOSS READY TO STAND UP AND BE COUNTED?
Geoff Loader, director of communications, Southern Water
It is not just about saying sorry and it certainly is not about hiding from the media or other stakeholders during a crisis. Loader offers practical advice on the importance of preparing business leaders to appear in public during crises and to avoid the Tony Hayward ‘I want my life back’ style gaffes.
16.10 YOU CALL THEM CRISES, WE CALL THEM OPPORTUNITIES
Nick Fox, director of communications, Virgin Group
Companies can get distracted by minor issues that, in the grand scheme of things, do not affect the overall reputation of a company. Fox explains how Virgin capitalises on some issues, such as a mischievous chief executive, in a playful way, while approaching major crises, such as the Cumbrian train crash, with the utmost seriousness.
16.40 EMERGING FROM THE ASH
Zoë White, director of public affairs, Hertz
When the dust settled after the eruption of Icelandic volcano Eyjafjallajökull, Hertz was left with thousands of vehicles in the wrong locations and a huge spike in demand for one-way travel. White offers insights into how the global car rental company coped with a crisis that nobody could ever have predicted.
17.10 GUEST SPEAKER
Back from the Brink
Gerald Ratner, founder, Geraldonline
It is now 20 years since Gerald Ratner famously described his jewellery products as ‘crap’ in an after-dinner speech. The comment wiped £500m off shareholder value from his family business, and led to his eventual departure. Ratner tells the story of his downfall and his eventual return to the business world.
17.40 QUESTIONS FROM FLOOR
17.55 EDITOR’S CLOSING REMARKS
18.00 CLOSE OF CONFERENCE; COCKTAIL RECEPTION