2nd Annual Strategic Online PR & Media Relations Forum

2nd AnnuAl StrAtegic Online Pr
& MediA relAtiOnS FOruM
nd
2 AnnuAl
Learn the Art of Fortifying your Corporate Reputation in the Digital Realm
StrAtegic Online
Pr & MediA
relAtiOnS your Corporate
Learn the Art of Fortifying
FOruM
Reputation in the Digital Realm

13-16 Sept 2011 Conference Highlights
Singapore A well-rounded and illustrative programme for all involved with
communications in corporations…
Super early-Bird package! • Public Relations in the Digital Landscape
register & pay by 20 July 2011 to enjoy uSd300 off +1 free workshop! How does it help to enhance your existing position?
*Subject to availability
loyalty program- past-year participants get further 10% discount! • Corporate Reputation Matters & Engagement
Case studies to prove that your prominence and reputation should be in
your hands, not others’!
• The Goldfish Bowl of Crisis & PR Recovery
Analysis and case studies of recent adversities and crises, including the
world’s third largest shopping mall, CentralWorld Bangkok, sharing their
crisis experience outside Thailand—for the first time!
• Rarely-Considered Aspects of Online PR
Do you know where to stop, and how to tread in the digital realm?
• Corporate Social Responsibility
Just because it is hard to measure, does it also mean you can afford to
dismiss it?
• Effective Communications Mix
Learn to harness the existing tools from the veterans—to your advantage.

Some of our Distinguished Panel of Speakers include
Central Pattana PCL Hyflux Limited Sulekha.com Brewerkz, Menu Pte. Ltd

Don’t miss out on attending
our highly intensive pre- and
Mr. Sakorn Thavisin Mr. Freddy Soon Mr. Arun Nair Ms. Margaret Marshall
post-conference workshops
Assistant Vice President of Corporate Advisor to CEO-cum-Senior Director, Digital Marketing Director of Marketing & Sales
Communications, International Vice President of Group and Social Media Pre-Conference (13 Sep 2011)
Marketing, Interactive Media Communications & Relations
Workshop A (0900 – 1230) - Social
CSR Asia Johnson & Johnson Yahoo! Sirim Berhad Media for Businesses
Mr. Arun Nair, Director, Digital Marketing and Social
Media, Sulekha.com

Ms. Jane Prior Mr. Brian Simon
Workshop B (1400 – 1730) - Social
Ms. Jenny Costelloe Ms. Shanti Shamdasani,
Country Director Director of Government, Public & Head of Asia Pacific Senior Counsel Media Monitoring & Measurements
Policy Affairs – South East Asia Communications Ms. Laurel Papworth, Founder, Online Community
Dow Jones Kempinski Hotels The Community Crew, Australia Dell
Post-Conference (16 Sep 2011)
Workshop C (0900 – 1230) - Building
a Strategy to Manage Your Brand’s
Presence in Social Media
Mr. Lars Voedisch Ms. Rosmalia Hardman Ms. Laurel Papworth, Mr. Damien Cummings
Strategic Communications Director of Marketing CEO Online & Social Media Director – Mr. Ian McKee, CEO, Vocanic
Consultant Consumer & SMB
Workshop D (1400 – 1730) - Effective
Eyeka Vocanic Fortune Star Global Microsoft Asia
Communications within your Organization
Mr. Andrew Chow, Founder, Ideas & Concepts

SuPPORTING ORGANIzATION
Mr. Joël Céré, Mr. Ian McKee Ms. Dian Firlia Ms. Verdayne Nunis
Strategy & Innovation Director CEO Head of Communications Central Marketing & PR Group
– Global Manager

Waggener Edstrom Hill & Knowlton (SEA) Pte Ltd Economywatch.com Seed Stories
MEDIA PARTNERS

Ms. Carolyn Camoens, Mr. Adrian Heng Mr. Keith Timimi Ms. Jill Kuehnert
Digital Lead (Singapore) Director and Head of Digital Managing Director Owner
Practice

For more information, kindly contact us @ +65 9743 4606 or info@tun.sg www.tun.sg


WhO Will yOu Meet?
2nd Annual Strategic Online PR & Media Relations Forum will bring PR
practitioners in the region to discuss the exciting developments in online
engagement. This is a must-attend event if you are involved in one of the
following functions:
• CEOS/ Presidents/VPs • Branding
• Digital Marketing • Public Relations
• Corporate Communications • Social Media Analytics
• Marketing • Search Engines
• Social Media Strategist • Online Web Platform

deMOgrAPhicS OF PASt PArticiPAntS
By GEOGRAPhICAL BREAkDOWNS By jOB TITLES
Brunei 2%

CEO/Founder/MD
India 5%
19%
Malaysia 4%

Singapore 85% Directors/Head (MarComm,
Corp Affairs, Legal Digital) 37%

Manager (Corp Comm, Mktg,
Thailand 2% Media Relations) 22%

uK 2% Others (eg.Legal/Executives)
22%

teStiMOniAlS FrOM PASt AttendeeS AbOut the OrgAnizer
T.u.N International was formed with the objective
of truly understanding the needs of each individual
organization’s training requirements. Our strength
“There was a lot of lies in our ability to listen to our clients, understand
reinforcement information on their unique business issues and assisting them to
how social media works and how deliver the appropriate training solution based on the
it can help organizations, your line business challenges in the current market situation.
up of experienced speakers gave great
perspective from their expert domain”. Our vision is to be the No. 1 preferred training
Singapore Tourism Board provider for all corporate companies by providing an
innovative approach to your training requirements.
“The conference showed We facilitate a training solution that is not only cost
me how we can leverage on effective, but tailored to yield maximum benefits.
social media to do it more in
the right way”. We deeply value our working relationship with our
Changi Airport Group clients and constantly dedicate ourselves to exceed
your expectations of us. Besides customizing in-
house training solutions for corporate companies, we
also offer public courses and conferences in various
PASt-yeAr PArticiPAntS Were FrOM industries.
Accenture • Ascendas • AsianEdge Network • Barclays Bank PLC, India • BBC • Brandtology • T.U.N In-house Training Solutions
Burson-Marsteller Asia-Pacific • C.K Tang Limited • Central Narcotics Bureau • Changi Airport Group Save up to 40% when you use T.u.N In house Training
• CSR Asia • Dow Jones & Company • Empire Hotel Brunei • Faculty of Arts & Social Sciences Solutions to customize in-house training programmes
National University of Singapore • Forumline • Frasers Centrepoint Ltd • GE Corporate(Thailand) for your organization. Tailor-made training courses, at
• GE India • Immigration & Checkpoint Authority • Intercontinental Grand Stanford Hong Kong • a venue of your choice and a time convenient to you
Keppel Club • Malaysiakini.com • Marina Bay Sands • MRM Worldwide (McCann WorldGroup) • and at a fraction of the cost. For more information on
National Art Gallery • ONGC • Pinnacle International • Pinstorm • PurpleClick Media • Semcorp T.u.N In-house Training Solutions, please contact Ms.
Industries • Sentosa Development Board • Singapore Tourism Board • Sirim Berhad • Table for Six Linda Teo at +65 6376 3178 or email: linda@tun.sg
LLP • Tan Tock Seng Hospital • Total Oil Asia Pacific • Vocanic • Zzo



cOnFerence dAy 1 – WedneSdAy, 14 SePteMber 2011
0800 Registration & Morning Coffee 1400 Transforming Customer Service using Social Media
• The 3Es of customer service using social media: Eavesdrop,
0840 Opening Remarks by T.u.N International Engage, Evangelize
• Benefits and Invaluable Tools (the best of them are free!) for doing
0850 Chairperson’s Welcome customer service using social media (cost and operational savings/
efficiency)
• How to handle bad word of mouth marketing?
PuBliC relaTions in The diGiTal landsCaPe • Pitfalls and Case Studies
Mr. Arun Nair, Director, Digital Marketing and Social Media,
0900 PR and Social Media – Changing the Face of PR Sulekha.com
• Social Media’s role in today’s PR strategies and how it will affect
the future of press release 1440 how to Shape your Corporate Reputation Online
• The evolution of social platforms
• Who are your media spokespersons? Proactively?

DiSCUSSion
• PR is all about RELATIONSHIPS Do you sit there and pray the problems will go away or your brands

PAnEL
will spread across the globe overnight by the time you wake up in the
Ms. rosmalia Hardman, Director of Marketing, Kempinski Hotels morning? You need to take charge, but how to?

CorPoraTe rePuTaTion and enGaGemenT maTTers CoNfirMeD PANeliStS:
Mr. Arun Nair, Director, Digital Marketing and Social Media,
Sulekha.com
0940 Always Online: Managing yahoo!’s Corporate
Ms. Verdayne Nunis, Central Marketing & Pr Group Manager,
Reputation in an 24/7 Information Cycle Microsoft Singapore
STUDY
CASE

• Managing the global reputation of a brand that is filled with
complexities Ms. Carolyn Camoens, Deputy General Manager & Digital lead
• The media and social spheres contribute to the amplification of (Singapore), Waggener edstrom
news cycles as journalists rely on online and social platforms to (other panelists pending management’s approval)
feed their stories
• Staying on top of issues become more challenging with the 1520 Networking Coffee Break
involvement of many stakeholders and time zones
• Learn how Yahoo! manages its online and media reputation in
Asia Pacific The Goldfish Bowl of Crisis & Pr reCovery
Ms. Jane Prior, Head of Asia Pacific Communications, Yahoo!
1540 how Could a Government Better React to its Social
1020 Networking Coffee Break Media Election—the aftermath?
& AnALYSiS
RESEARCH

While a government may have won gloriously offline, how has it
1040 Rules of Engagement: how to get your Organization fared on its online domain? What are the lessons we can laterally
learn to ensure our brands thrive in both online and offline terrains?
Social-Media-Ready?
• Social media policies your organization can adopt and what they Mr. Keith timimi, Managing Director, economyWatch.com
entail
• Adjust your processes: Are you on 24/7 alert? 1620 how did CentralWorld cope with the crisis during
• What is your first line of defense; and engagement? April-May 2010? And how does it make such a quick
• Is the customer always right? How do you choose to (re-)act?
STUDY
CASE

comeback?
Mr. lars Voedisch, Strategic Communications Consultant • Thailand PR and Online market scenes
• Background of CPN group
1120 8 Options on Negative Comments in online • The situation during April-May 2010: After 19 May 2010, how can
communities we cope with the situation?
• Learn the 8 different options for dealing with negative comments • How did we manage the situation by using social media and PR
• Understand that there are pros and cons for each option Mr. Sakorn thavisin, Assistant Vice President of Corporate
• Observe case studies of organizations who have sued, fought, Communications, international Marketing, interactive Media,
ignored, educated etc negative commenters Central Pattana Public Co.,ltd
• Learn why negative comments are more useful than positive ones,
and can help you grow your business 1700 Managing your Emotions during Disasters
Ms. laurel Papworth, Ceo, the Community Crew In a globalized world, crises happening away from home do have
impacts on your businesses and reputations! Do you sit there and
DiSCUSSion

1200 Networking Lunch watch how the news unravel or do you go out to firefight without
PAnEL

thinking twice? Have you ever stopped in amidst of these chaos to
1315 Consumer Co-Creation for Communication Innovation think and ponder in what frame of mind are you in? In hindsight,
• Consumer co-creation: The new frontier for marketing, communication were you in control? What about the aftermath?
and innovation? (What it is, how it works, how it is different from
traditional communication/marketing or crowdsourcing). CoNfirMeD PANeliStS:
• Best Practices & Case Studies on running successful co-creation Mr. Sakorn thavisin, Assistant Vice President of Corporate
programs Communications, international Marketing, interactive Media,
• Case Studies: An FMCG company launching a new drink category Central Pattana Public Co.,ltd
in India, co-creating social content/TVC for Coca-Cola globally Ms. Celina low, former Senior Director of Communications of a
and unlocking innovative consumer insights for better brand global 5* hotel
positioning for a leading male beauty brand in Asia. (other panelists pending management’s approval)
Mr. Joël Céré, Strategy & innovation Director – Global, eyeka
1800 Day-1 Wrap-up by Chairperson



cOnFerence dAy 2 – thurSdAy, 15 SePteMber 2011

0800 Registration & Morning Coffee
effeCTive CommuniCaTions mix
0845 Chairperson’s Welcome
1400 Boost your Corporate Reputation by Marketing
rarely-Considered asPeCTs of online Pr Communications
• How does Marketing Communications boost the corporate
reputation instead of sales?
0900 Online PR & Media Relations in the Age of Free Trade • How does Good Corporate Brand Equity impact Product Brand
Area (FTA) Equity?
• FTA and its importance to your business • Managing Marketing Communications Strategy in times of Limited
• The role of corporations in Bilateral, Multilateral and FTA Budget
• How governments and companies should exploit Online PR and • Case Studies of Marketing Communications Applications: How
Media so that they may contribute to the success of their FTA they work effectively in boosting Corporate Reputation as well as
Ms. Shanti Shamdasani, Director of Government, Public & Policy Sales
Affairs – South east Asia, Johnson & Johnson Ms. Dian firlia, Head of Communications, fortune Star Global

0940 Protecting yourself Online: The Law on Defamation 1440 Brewerkz: Understanding how to Effectively Brand
• Reported cases against newspapers, websites and bloggers your Company in the World of Social Media
• If I run into trouble online or with the censorship authorities, what
STUDY
CASE • Communicate with your Customers and Employees
are my defences? • Connect & Measure
• What if we honestly believe in what we posted online or what • Engaging Customers
if we just repeat or copy stories from other sources? What about • Reward Systems
user generated content?
• What you Can and Cannot do Online. Ms. Margaret Marshall, Marketing & Sales Director, Menu Pte. ltd.
Mr. Brian Simon, Senior Counsel, Sirim Berhad 1520 Networking Coffee Break
1030 Networking Coffee Break
1540 Digital PR, it’s not a standalone channel yet.
• Digital PR should not be a standalone communications channel
CorPoraTe soCial resPonsiBiliTy • But it is fantastic tool for what is the next evolution of PR
• For audience engagement
• Case studies
1045 CSR and Social Media: Understanding how Mr. Adrian Heng, Director and Head of Digital Practice, Hill &
companies can use it to their advantage and how Knowlton (SeA) Pte ltd
netizens can use it to the companies’ disadvantage
• What is CSR? Quick overview of CSR in Asia 1620 Successful Strategies For Word-of-Mouth Marketing
• Stakeholder engagement at the heart of CSR
• The potential of social media for companies
(WOMM) Online
• WOMM: a powerful means of promoting products and
• The rise of netizens
accelerating the consumer buying decisions.
• The opportunities and challenges
• Find out how successful companies are using WOMM leveraging
Ms. Jenny Costelloe, Country Director, CSr Asia social media as part of their integrated campaigns.
• Insights on best practice WOMM examining the power of
1130 Taking Baby Steps towards CSR.... the hyflux journey advocacy, peer-to peer marketing techniques, how to identify and
Hyflux, our local firm and pride, having made its name across Asia activate influencers for your brand, as well as ethics and metrics.
STUDY

and beyond on the business front, will be sharing with us on their • Addressing Social Media Marketing and four key steps to ensure
CASE

success on the CSR front at this conference. you’re off to an effective start as you build a social media strategy
Mr. freddy Soon, Advisor to Ceo-cum-Senior Vice President of for your brand.
Group Communications & Relations, Hyflux Ltd. Mr. ian McKee, Ceo, Vocanic

1215 Networking Lunch 1700 Considerations for Implementing Integrated
Communication Mix
Does the public see you as Greenwashing?
DiSCUSSion

1315 Is it really the more the better? Will they contradict each other?
PAnEL

What is greenwashing? Are you doing CSR for the sake of doing it? Or Why is it important to implement an integrated and cohesive
DiSCUSSion

are you genuine about it? What is it for? How is it aligned with your communications strategy? What are the ready resources in-house you
PAnEL

businesses in the long-term? Are your well-intentioned CSR initiatives may start using? What could be the pitfalls?
ill-perceived by the public?
CoNfirMeD PANeliStS:
CoNfirMeD PANeliStS:
Mr. Carson Dalton, Head of Corporate Communications,
Ms. Jenny Costelloe, Country Director, CSr Asia British Telecom Asia Pacific
Mr. freddy Soon, Advisor to Ceo-cum-Senior Vice President of Mr. Damien Cummings, online & Social Media Director –
Group Communications & Relations, Hyflux Ltd. Consumer & SMB, Dell
Ms. Jill Kuehnert, founder, Seed Stories Central Banker(pending for management’s approval)
(other panelists pending management’s approval) (other panelists pending management’s approval)

1800 Day-2 Closing by Chairperson



Pre-ConferenCe - 13 SePtember, tueSday • PoSt-ConferenCe - 16 SePtember, friday

Pre-cOnFerence WOrkShOPS - 13 SePteMber 2011
0830 Registration & Morning Coffee 1345 Registration

0900 Workshop A: Social Media for Business 1400 Workshop B: Social Media Monitoring Tools
facilitator: Mr. Arun Nair, Director, Digital Marketing facilitator: Ms. laurel Papworth, Ceo of the
and Social Media, Sulekha.com Community Crew

Why Attend Why Attend
While you know they exist, do you know how to fully-utilize them? Been there, done that. But results are not showing! What should have
• Get started - 5 ways you could be using social media been done? Am I missing something?
Marketing and Sales; Public Relations; Customer Service; Market • Build a social media press release newsroom instead of sending
Research; Recruitment out PDFs to journalists and bloggers
• Picking the right tools - Facebook, Twitter, Youtube, LinkedIn • Develop a social media monitoring station to understand what
• Secret gems (tools that are not as popular, but they matter) and where people are talking about your brands online
• Understand how to measure the effectiveness of your press
Benefits from this Workshop: releases and social media marketing
understand how the versatility of Social Media platforms can be used
to your advantage in getting closer to your consumers and public; Benefits from this Workshop:
while still being cost-effective. Online sentiments analyses with your team to monitor and optimize
your targeted message; while still able to measure your efforts
1230 Networking Lunch systematically.

1730 End of Pre-Conference Workshop Day

PoSt-ConferenCe WorkShoPS - 16 SePtember 2011
0830 Registration & Morning Coffee 1345 Registration

0900 Workshop C: Building a Strategy to Manage 1400 Workshop D: Effective Communication
your Brand’s Presence in Social Media within your Organization
facilitator: Mr. ian McKee, Ceo, Vocanic facilitator: Mr. Andrew Chow, founder, ideas & Concepts

Why Attend Why attend
Businesses around the world have embraced social media to build It is just a matter of time a house without the strong pillars collapse.
online relationships with existing customers, reach out and acquire How do your receptionists pick up their phones? Are your staff proud
relationships with new customers, and create awareness for new of your company and your brands? Do they have any idea what you
campaigns or brands. However, many are making very public mistakes are doing? Do they even care? Do you get everyone’s support from
of global significance simply because they do not follow basic codes within?
of business conduct, as well as other company policies related to • Understanding how new technology and social media fits into
corporate communications and customer engagement when executing your internal communications channel strategy
their social-media strategies. • Building your influence – knowing your sources of influence and
• Learn how to develop community management guidelines learning effective techniques
• Find out the ten most vital social media do’s and don’t’s • How internal communications can help senior management to
• Understand award-winning standard operating procedures to help connect with the business
you measure and manage your brand • Managing the expectations of your staff
• See how to increase personal recommendations and monetize
your social-media campaigns Benefits from this Workshop:
Discover how to develop familial ties among staff, so that they will
Benefits from this Workshop: go the extra mile for team cohesion. And reinforce core values in
Join us to see how the key social media platforms are rapidly evolving your organization and allow everyone to understand their roles in the
and how savvy marketers are developing creative campaigns and bigger picture and achieve their functional goals.
programmes to take advantage of the new frontiers. In addition, Ian
will showcase some case studies to highlight campaigns that worked, 1730 End of Post-Conference Workshop Day
as well as those that didn’t, and why.

1230 Networking Lunch

inVitAtiOn tO SOlutiOn PrOViderS tO SPOnSOr/ eXhibit
Online Engagement has become an integral part of reaching out to the public and If your company provides relevant solutions and you would like to engage with
audience, apart from the traditional channels. With a rapid adoption of Social Media, the operators to influence their decision making processes, please contact our
PR practitioners are addressing the following to craft their strategies and measure the sponsorship team about this platform and what you can do in these areas:
effectiveness of their online campaigns: • Making your business case and matching the needs of marketing practitioners;
• Keeping abreast of the latest social media analytic tools; • Securing critical face-time for your key BD representatives with the respective
• Customizing Social Media brand exposure stakeholders in each business function;
• Adopting the latest in social media platforms for faster customer tracking • Promoting & positioning your company in a targeted and focused setting.
Get heard above the noises and contact Ms. Linda Teo for options to participate. Tel: +65 6376 3178, HP: +65 9743 4606 Fax: +65 6271 9029, Email: linda@tun.sg


T.U.N International Join our group “Online PR & Media Relations Forum” to network with
16 Jalan Kilang Timor, Redhill Forum,
#03-07 Singapore 159308
fellow peers in the industry & receive industry updates. Email your full
Tel: 65 6376 3175 Fax: 65 6271 9029 contact details to info@tun.sg to be part of this network now!

2nd AnnuAl StrAtegic
Online Pr & MediA
relAtiOnS FOruM 2011
13-16 SepTembeR 2011
SINgapoRe
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arranged at the hotel for attendees at this conference. To
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attendance.

Payment Policy
Full payment of course fee to be received by the stipulated
date of training, failing which T.U.N INTERNATIONAL will
exercise the right to refuse entry to the delegate.
PAckAgES - fEE PER dElEgAtE (Please tick accordingly)
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Fee Per delegAte eArly Bird regulAr
(Register & pay by 20 July 2011) T.U.N INTERNATIONAL reserves the right to replace or
modify the advertised speakers/topics should there be
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2nd Annual Strategic Online PR & Media Relations Forum

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