5th Annual Employee Communications, PR and Social Media Summit

5th Annual Employee Communications, PR and Social Media Summit

October 9-11
Microsoft World Headquarters
Redmond, WA
Standard Price: $
Price: $1295
Member Price: $1045
  • Write stories and features employees can't resist reading!
  • Mine employee survey insights to get more powerful communications
  • Sizzling branding campaigns that sell your company's mission
  • Infiltrate the employee underground with blogs and focus groups

Presented by Ragan Communications: An event hosted by Microsoft Corporation

Twitter hashtag: #RaganMSFT | Facebook

Can't make the date? Take a virtual seat at the summit webcast!

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  • Keynotes with:
    Ashley BrownAshley Brown, Group Director, Digital Communications & Social Media at The Coca-Cola Company, will show you how Coca-Cola wrote original content for its owned media to break through the noise.
    Mark PennMark Penn, Executive Vice President of Advertising and Strategy at Microsoft Corporation, will present cutting-edge insights born from the fast-paced world of political communication.
    Mary FlowersMary Flowers, Vice President of Global Associate Communications at Walmart and Jenifer Bice, Senior Director of Global Associate Communications at Walmart, will show how employee insights spur more effective communication.
    Jenifer Bice
    Breakout sessions with:
    Jon Bird American Airlines 
    Jon Bird
    Standing up for the #newAmerican: How we use digital crisis management to defend our changing American Airlines brand
    David Higdon NASCAR 
    David Higdon
    How NASCAR ignited its communications through unprecedented fan and media engagement
    Mary Sojka Hyatt
    Mary Sojka
    Rethink a "one size fits all" intranet
    Norman B. Rice The Seattle Foundation
    Norman B. Rice
    What NGOs can learn about engagement from a government champion of civic debate and dialogue
    Michael Aaron Bepko Whole Foods Market
    Michael Aaron Bepko
    "Pin It!" Understand social networking around personal interests
    Steve Clayton Microsoft
    Steve Clayton
    Lessons from Microsoft's investigative journalist
    Steve Crescenzo Crescenzo Communications
    Steve Crescenzo
    Take the "corporate" out of corporate communications
    Kimberly Ovitt St. Jude Children’s Research Hospital
    Kimberly Ovitt
    To know you is to love you: How demystifying your organization can help make it a great workplace
    Karan Chandler Federal Reserve Bank of Chicago
    Karan Chandler
    Extreme makeover: How the Federal Reserve Bank of Chicago changed its (pin) stripes
    Fletcher Dean The Dow Chemical Company
    Fletcher Dean
    Speechwriters: It's not just about the writing
    Hoyt Finnamore Mayo Clinic
    Hoyt Finnamore
    Boost employee engagement with storytelling, compelling content and a social intranet
    Sam Hosenkamp Raytheon
    Stephanie Schierholz
    Surround-Sound: The convergence of paid, owned and earned media at Raytheon

TRACK 2: Best Practices in Executive Communications

Thursday, October 10

9 a.m.-10 a.m.
Opening Keynote:
Brand journalism at Coca-Cola:
Content, data, and cutting through noise

Ashley Brown"Coca-Cola Journey" is the most ambitious brand journalism project ever undertaken by Coke. Ashley Brown, Coca-Cola Journey's creator and chief editor, walks you through the art and science of creating compelling brand content, how Coca-Cola uses data to influence its editorial direction and how Coke re-directs its owned media to break through conventional corporate noise.

In this session, you'll learn:

  • Why investing in real content is the future of PR
  • How content investment fuels rapid social channel growth
  • Why it's important for corp comms to think and act like a newsroom
  • Is your Big Data a big resource or just a bigger haystack?
Ashley Brown leads Digital Communications and Social Media for The Coca-Cola Company.

10:15 a.m.-11:15 a.m.
Visually speaking:
How to make your speech live beyond the words

Tom MuccioloAs a speechwriter, you focus on words. But your words only come to life if your speaker knows how to deliver them. Since the greatest percentage of communication is physical, this intense seminar will emphasize personal delivery styles and the mechanics of presenting. You will learn practical, instant techniques to turn your speaker into an orator. Tom Mucciolo makes his living by turning introverts into compelling speakers.

During this seminar, you'll learn:

  • The power of body language, eye contact and theatrical gestures to enhance personal effectiveness and style
  • How to eliminate your speaker's performance fear by matching delivery style with content
  • Techniques to maintain control of the audience through planned movement, key body angles, balanced gestures and proper phrasing
  • Practical, simple ways to improve your speaker's delivery for groups of any size
Tom Mucciolo is President of MediaNet, Inc., a Presentation Skills Company in New York City. Tom is a nationally recognized industry expert on visual communications and business presentations.

11:25 a.m.-12:25 p.m.
The power of personal branding:
Extending your executive's effectiveness...and your own!

Justina ChenMany consider personal branding to be nothing more than image making. Actually it's one of the most powerful tools in a leader's toolkit. Grounded in storytelling and steeped in values, a personal brand is the foundation for all effective executive communications. It is the key to communicating passionately, leading authentically and connecting powerfully.

In this workshop, you will learn how to:

  • Find your leader's superpowers, kryponite, and North Star
  • Coax stories from your execs that show who they are and what they stand for personally, professionally, and philanthropically
  • Help your executives define their personal mission statements and leadership styles
  • Communicate why your exec is the right leader for the problems you face
Justina Chen is the former Executive Communications Manager, Speechwriter and Publicist for the President of Entertainment at Microsoft.

12:25 p.m-1:40 p.m.
Networking lunch

1:40 p.m.-2:40 p.m.
Speechwriters take note:
It's not just about the writing

Fletcher DeanThe goal is universal for speechwriters. Create great speeches. Speeches that engage. Speeches that move audiences. And the key to that is great writing, right? Wrong. Concentrating solely on writing is not only unproductive but sometimes unnecessary. The key to crafting great speeches is to be a speechthinker first and a speechwriter second.

In this session, veteran speechwriter and author Fletcher Dean will demonstrate how concentrating on five different areas—none of them writing—will help you craft outstanding speeches.

During this session, you will learn:

  • The questions to ask before you start writing any speech
  • Why reducing the number of messages will enhance your speaker's effectiveness
  • Why defining a structure before you write is the secret to engaged audiences and happy clients
Fletcher Dean is Director of Leadership Communication at The Dow Chemical Company and author of the new book 10 Steps to Writing a Vital Speech.

2:50 p.m.-3:50 p.m.
Make a difference with your exec:
How to know if you are effective in the C-suite

Sabina NawazHow do you add value in a world of limited time, rapid changes and information in sound bites? Sabina Nawaz has worked closely with senior executives for the past 15 years. She will share tools, tips, and behind the scenes examples of how to be effective with executives in the C-suite.

In this session you'll learn:

  • What's different when you deal with the most senior executives
  • How to define the value you add in a way that's meaningful to your exec
  • 3 steps to be of help to your client
  • How to give tough feedback when things don't go well
Sabina Nawaz is CEO at Nawaz Consulting.

4:05 p.m.-5:05 p.m.
Special keynote
Lessons from the campaign trail
Mark PennCommunications is about making your case—whether it's for a product, a company, a cause or a candidate. What can corporate communicators learn from communications experts in politics and social change? Should corporate employees "campaign" every time they talk with clients, consumers or colleagues? Or should we do the opposite—try desperately to protect corporate communications from the nasty, negative world of politics?

Before joining Microsoft, Mark Penn, CVP for Strategic and Special Projects, spent more than 30 years as an advisor to presidents, governors and prime ministers, in addition to CEOs. In this talk, Penn will present "Lessons from the Campaign Trail"—insights born of the fast-paced, intense world of political communication—and will probe how employees and their companies can learn how to make the right case every time.

Mark Penn is Executive Vice President, Advertising and Strategy at Microsoft Corporation.

5:30 p.m.-7 p.m.
Networking cocktail party

Friday, October 11

9 a.m.-10 a.m.
What NGOs can learn about engagement from a government champion of civic debate and dialogue: The basics of an authentic, powerful community conversation
Norman B. RiceMary Grace RoskeIn politics, you can't overstate the urgent need for strong civic engagement. But it's the same in business and charity work: Whether you work in government, nonprofits or corporations, you have demanding stakeholders in your community who insist on being heard and who expect to be consulted when your decisions change their lives. True, technology has become critical in civic give-and-take, but we can't assume that more accessible information makes people better informed. We can't assume that the mere ability to communicate faster and wider automatically engages people. In fact, civic engagement may require us to sidestep technology and get back to the basics. That's right: We must painstakingly build a real-time, live, old-fashioned colloquium of many voices to get things done.

Norman B. Rice, president and CEO of The Seattle Foundation and former two-term Mayor of Seattle, will reveal his principles for effective civic engagement. He will show how communicators ought to apply those principles to support the goals of their organizations.

Norman B. Rice, president and CEO of The Seattle Foundation and former two-term Mayor of Seattle.

Mary Grace Roske is Vice President and Director of Communications at The Seattle Foundation.

10:10 a.m.-11:10 a.m.
Breakthrough speeches: How to gain the trust of your client to change the hearts and minds of audiences
Jill GiacomoniPhenomenal speeches that break through are born from great insight, storytelling and theatre. They spark emotion, engagement and action. It's certainly a challenge to write a phenomenal speech. However, the bigger job is often persuading a leader to deliver it.

This session will explore principles that help you write incredible speeches, transform yourself into a trusted advisor and produce communications that consistently break through routine corporate noise and clutter.

You'll learn the arts of:

  • Building rapport
  • Earning trust
  • Landing ideas
  • Managing change
  • Steering through highs and lows
Jill Giacomoni is currently the Director of CEO Communications for Microsoft Corporation.

11:25 a.m.-12:25 p.m.
Closing keynote
How employee survey insights is transforming Walmart's internal communications
Mary FlowersJenifer BiceYou know that understanding your audience is important. But how often do you get caught between what your company wants employees to know and what employees really want to know? Walmart's Global Associate Communications Team spent the past two years conducting global research and analysis with employees to understand just that. What we found is changing the way we communicate and is generating great results. Learn about the difference internal segmentation made in a major restructuring in China, how it's changing executive communication, and more.

You will learn:

  • The difference employee segmentation made in internal communication at the world's largest company
  • How to engage associates in ways important to them
  • How to use employee insights to communicate to targeted worker groups
  • Why segmented employee communications boost business results
Mary Flowers is Vice President of Global Associate Communications at Walmart.

Jenifer Bice is Senior Director of Global Associate Communications at Walmart.