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for enquiries & registration: call (603) 2070 3299 or (65) 6536 8676 or fax (603) 2070 3369 or (65) 6536 4356 or visit us at www.abf-asia.com

Malaysia Congress 2010coMMunicationS Pre-Conference Workshop: 27 September 2010

Conference Date: 28-29 September 2010Post-Conference Workshop: 30 September 2010

Venue: crowne plaza Mutiara Hotel, Kuala lumpur, Malaysia

tHe poweR of pR: ReDefininG tHe MeaninG of

coMMunicationS

all new in tHiS yeaR pRoGRaMMe: top inDuStRy coMMunicatoRS fRoM leaDinG oRGaniSationS

cuttinG eDGe topicS witH taKe HoMe StRateGieS foR you to iMpleMent in youR oRGaniSation

oveR 30 RenowneD SpeaKeRS

4 inteRactive RounD-table DiScuSSionS

2 plenaRy SeSSionS anD 3 concuRRent StReaMinG SeSSionS wHicH incluDe “coRpoRate iMaGe & bRanDinG”, “coRpoRate coMMunicationS & MeDia” anD “ StRateGic MaRKetinG & pR”

3 pRe anD poSt MaSteRclaSSeS

16 HouRS of netwoRKinG oppoRtunitieS

tHe MoSt eStabliSHeD anD coMpReHenSive event of itS KinD to SHowcaSe tHe StRateGieS, SolutionS, beSt pRacticeS, peRSonalitieS anD coMpanieS.

one full Day pRe-conGReSS MaSteRclaSS

“leveRaGinG tHe poweR of pReSS confeRence, pReSS ReleaSeS

anD MeDia”

oRGaniSeD by: SuppoRtinG oRGaniSationS:

Special DiScount to memberS

official MeDia paRtneRS:

“wRitinG foR an inteRnational auDience: SelecteD beSt pRacticeS”

“Social MeDia: unDeRStanDinG netwoRK effectS anD leveRaGinG online coMMunitieS”

one full Day poSt-conGReSS MaSteRclaSSeS (2 SeSSionS)<< SeSSion 1 >> << SeSSion 2 >>

Lars VoedischRegional Head - Media Intelligence, Asia PacificDow jones & co

Haresh Khoobchandani Senior Director (Business & Marketing organisation) Microsoft Singapore

Jonathan WebsterHead of Communications

- Marine & Asia PacificRolls Royce

Paul LoizGlobal Brand Manager

unilever

Madanmohan RaoResearch DirectorMobileMonday

Laine SantanaSenior Corporate

Communications Manager Group Communications (Asia)

HSbc

Pamela YapDirector, new Media

Businessastro tv

Dato’ Sharifah Mohd. ismailPresident

institute Marketing Malaysia (iMM)

featuRinG tHouGHt leaDeRS incluDinG:

paRticipatinG oRGaniSationS incluDe:

SiGn up now foR tHiS 3-in-1 confeRence!

Dear Colleague,

After 8 years of stewardship through profitable markets and unprecedented economic upheaval, PR & Communications continues her relevance as one of the region’s leading industry gatherings for Asia-Pacific media, PR, communication, branding and marketing professionals.

With fear and economic slowdown almost behind us, the business of getting back on track begins with effective communication of corporate plan, strategy, objective to employees and stakeholders. Today’s myriad of communication channels and new social media platforms provide excellent options to communication specialists to determine which mix works best for their organisation. Given the global market uncertainties, complex organisation objectives and changing shareholders’ expectations, there is no one model of communications strategy that fits all. Determining this itself is a challenge! pR & coMMunicationS MalaySia conGReSS 2010 showcases cutting edge strategies and best practices that strengthen your branding, marketing, internal communications, external liasons and media relations initiatives.

pR & coMMunicationS MalaySia conGReSS 2010 is the front line of the future, the people who are rethinking pR, Media and communication industry.

Connect. engage. Be heard.

Yours Sincerely,

iris Tan, Senior Conference ManagerpR & communications Division


eMbRacinG tHe new MeaninG to tRue pR & MeDia poweR

ReGiSteR eaRly to enjoy SupeR eaRly biRD SavinGS & GRoup DiScountS! SiGn up toDay

foR tHiS event of tHe yeaR!

call (603) 2070 3299/(65) 6536 8676 or fax (603) 2070 3369/(65) 6536 4356 or email to [email protected]

27 SepteMbeR 2010 pRe-conGReSS MaSteRclaSS “a”: LeVeRAGinG THe PoWeR of PReSS ConfeRenCe, PReSS ReLeASeS AnD MeDiA

aGenDa at a Glance

openinG plenaRy SeSSion integrating socila media and pR pR marketing communications for maximum business impact embracing new trends and challenges legal challenges in new media

TRACK AcoRpoRate iMaGe & bRanDinG

TRACK BcoRpoRate coMMunicationS & new Social MeDia

TRACK CStRateGic MaRKetinG & pR

Brand perceptionStrategic corporate brandingBrand managementCreating brand presenceDelivering brand messages

Media-press relations Maximising budgetengaging PR professionalsCommunicating in challenging timesMaximising coverage

Mobile marketingSuccessful/ecent marketingLeveraging on integrated channelsStrategic PR and marketing plansCommunicating with youth

28 SepteMbeR 2010 Day 1 conGReSS

TRACK AcoRpoRate iMaGe & bRanDinG

TRACK BcoRpoRate coMMunicationS & new Social MeDia

TRACK CStRateGic MaRKetinG & pR

Brand identitiesBoosting online presenceBuilding corporate identityDigital brandingPower brandingBrand building in tough timeAsian brand strategies

PR excellenceStrategic communications Reputation managementMedia impact and resultsCrisis managementJob functions in PR Crisis communications

CSR marketingSocial media marketingStrategic marketing planDelivering the right messageintegrating marcomsonline marketingintegrating PR and marketing

cloSinG plenaRy SeSSion aligning media relations startegies in business strategy corporate ethics and values in pR

29 SepteMbeR 2010 Day 2 conGReSS

30 SepteMbeR 2010 poSt-conGReSS MaSteRclaSS “a”: SeSSion 1: WRiTinG foR An inTeRnATionAL AuDienCe: SeLeCTeD BeST PRACTiCeSSeSSion 2: SoCiAL MeDiA: unDeRSTAnDinG neTWoRK effeCTS AnD LeVeRAGinG onLine CoMMuniTieS

Public Relations and Communications Professional from MnCs, B2B, Consumer industries, Government Ministries and Statutory Boards responsible for:

• corporate communications• corporate Relations• corporate affairs• investor Relations• Media Relations• advertising and promotions• Marketing communications

from Agency and Consultancy• pR and Marketing communications

consultants• business consultants• business account Directors• legal advisors• Solution providers

wHo SHoulD attenD?

the earlier you book your seat the more savings you enjoy!See last page for more details.

Hot topicS anD expeRt inSiGHt!

10.45 MoRninG RefReSHMenT

11.00 panel DiScuSSion: pR leaDeRS RounD table eMbRacinG cHanGinG tiMeS, tRenDS anD cHallenGeS in pR anD

coRpoRate coMMunicationS • emerging trends in public relations and the new challenges they bring • What works and what doesn’t • Challenges of Press and Media Relations in Asia today • Strategic planning and directions given these challenges • empowering PR professional in time of great uncertainty and growing

social media network Moderator: Andrew Thomas, Managing Director, ogilvy public Relations worldwide

Panelists: Lars Voedisch, Regional Head - Media Intelligence, Asia Pacific, Dow jones & co

Jane Kneebone, Director Corporate Affairs & Communications, Deloitte

Jonas de los Reyes, Community Manager, yahoo 11.45 wHat eveRy coMMunicatoR SHoulD Know about leGal cHallenGeS

• Traditional iP rights and how they apply to Web 2.0 • user generated contents – who owns what • Down-loading of contents from internet – use at your own risk! • Specific laws relating to internet and the computer age Yew Woon Chooi, Patent Agent and Partner, Rodyk & Davidson

12.30 LunCH

8.00 ReGiSTRATion AnD WeLCoMe Coffee

9.00 cHaiRMan’S welcoMinG anD openinG ReMaRKS Madanmohan Rao Research Director MobileMonday 9.15 Keynote: ManaGinG tHe uncontRollable: inteGRateD

coMMunicationS in tHe aGe of Social MeDia • it’s an ART: What you need to know about social media • Social or not – it’s media relations • Being prepared is everything: Ready for the next crisis? • Leveraging smart tools to make smart decisions Lars Voedisch, Regional Head - Media Intelligence, Asia Pacific Dow jones & co 10.00 tHe evolvinG Role of pR - itS Relevance anD iMpoRtance in

cHallenGinG tiMeS A look at how PR has evolved from media relations to integrated communications to better adapt to the

explosion of new media channels & how to best leverage some of these channels to get real results: • Talking to the press isn’t enough – PR evolution & the “new normal” in comms • Social media is a team sport – it’s all in and it can change your business

for the better • employee evangelism – leverage your staff to broaden your voice • Leading from the top – executive buy-in is critical for comms success Haresh Khoobchandani, Senior Director (Business & Marketing organisation) Microsoft Singapore


eMbRacinG tHe new MeaninG to tRue pR & MeDia poweR Congress Day 1 28 SepteMbeR 2010, tueSDay

plenaRy SeSSion

bReaK-out SeSSionS

coRpoRate iMaGe & bRanDinG coRpoRate coMMunicationS & new Social MeDia StRateGic MaRKetinG & pR

1.30 enHancinG bRanD peRception by leveRaGinG on coHeSive anD taRGeteD pR StRateGieS

• The true role of PR in brand building and corporate reputation

• Building a brand through effective and cost-effective public relations

• Brandng PR versus other forms of PR Zulkifli Shahari, Assistant General Manager telekom Malaysia

2.15 DefininG StRateGy in line witH coRpoRate GoalS anD bRanD

• Communicating with a diverse audience • Maintaining the importance of face to face

communication in difficult times • Working with the leadership, HR and marketing

to understand wider objectives • Showing how communication will aid delivery of

firm goals Anna Cousins, Corporate Communications Manager Maddocks, lawyers

3.00 bRanD anD Reputation ManaGeMent • Brand and reputation management • Leveraging your brand in the media • Social media – watch your reputation

1.30 StRenGtHeninG StRateGic pReSS anD MeDia RelationS

• Strengthening strategic press and media relations

• importance and role of media • Dealing with the media today • Getting your message across • Selling your story • Synthesising your agenda with media

requirements • Social media today and how Deloitte uses it-

case study Jane Kneebone Director Corporate Affairs & Communications Deloitte

2.15 MaxiMiSinG coRpoRate coMMunicationS StRateGy anD buDGet to Meet oRGaniSational neeDS

• Assessing the current role of your corporate communications within your organisation

• Maximising the corporate communications budget • intergrate internal and external communications • understanding the role of communications at the

heart of business success Samir Kapur, eVP, Communications, Religare

3.00 GettinG tHe pRofeSSionalS to ManaGe tHe MeDia anD MaKe it woRK

• The role of PR agencies today • The upside & downside of engaging PR agencies

1.30 Mobile MaRKetinG: StRateGieS foR MaxiMiSinG Mobile ReacH

• What is mass reach media? • How can mass reach be done today, and on what

channels • What mass reach channels exist in APAC • Why work with operators on mobile advertising

inventory • How to do effective mass reach advertising

campaigns • Mobile mass reach channels, which exist, and

what is the usage scenarios • Real life case studies from APAC • Q&A Ruben eduardo Maislos founder VP Business Development puding Media Singapore

2.15 MaRKetinG & bRanDinG a woRlD-claSS event • Marketing with the right strategy and skills • Case study on how iMM organised its event with

minimal advertising budget and demonstrating the power of PR

• Maximising opportunities to contribute to marketing and communication needs through events

Dato’ Sharifah Mohd.ismail, President institute Marketing Malaysia (iMM)

3.00 ReacHinG out to tHe buSineSS coMMunity tHRouGH inteGRateD cHannelS

• identifying key media channels to market • Accessing and effectively using low cost

integrated channels to market

>>>> cHaiRMan’S openinG ReMaRKS <<<<Madanmohan Rao, Research DirectorMobileMonday

>>>> cHaiRMan’S openinG ReMaRKS <<<<Lars Voedisch, Regional Head - Media intelligence, Asia Pacific, Dow jones & co

>>>> cHaiRMan’S openinG ReMaRKS <<<<Dato’ Sharifah Mohd. ismail, Presidentinstitute Marketing Malaysia (iMM)

• Why use social media • Social media marketing • Social media: impact on brand and reputation

management • Yammer at Deloitte case study • Social media and brand protection • Measuring results from traditional media campaign • Measuring your social media efforts Jane Kneebone, Director Corporate Affairs &

Communications, Deloitte

3.45 AfTeRnoon RefReSHMenT

4.00 cReatinG concuRRent bRanD pReSence in botH tHe conSuMeR MinDS anD DiGital MaRKet place

• using brands to attract consumers in the digital marketplace

• Leveraging the digital space to bring the brand alive in the customers minds

• How brands could create a new consumer experience in the digital marketplace

ian McKee, Ceo, volcanic

4.45 panel DiScuSSion: SucceSSfully woRKinG witH cReative

paRtneRS to DRive appRopRiate bRanD MeSSaGe

• The need for clear briefs and objectives in campaigns

• Choosing an agency that has values close to your organisation

• Continual evaluation and assessment • Building on the working relationship Panelists: Madanmohan Rao, Research Director MobileMonday

ian McKee, Ceo, volcanic

Simon Si, Head of Regional Communications jobstreet

5.30 enD of Day one conGReSS

• Choosing the right PR agency that works aligned with the company’s objectives

• Having a network of PR agencies when dealing with media overseas

• evaluating your PR agency Andrew Thomas, Managing Director ogilvy public Relations worldwide


4.00 coMMunicatinG DuRinG tiMeS of cHanGe • Lessons from the global financial crisis (GFC) for

internal communication • Dealing with generational and cultural differences • Managing concerns and ‘fear’ of change • Keeping staff motivated during uncertain times Anna Cousins, Corporate Communications Manager Maddocks, lawyers

4.45 panel DiScuSSion: How to MaxiMiSe youR coveRaGe acRoSS

tRaDitional anD new MeDia platfoRMS • Media fragmentation: new media, new risks

– what are the new possibilities for PR? • evaluate how the impact of your PR strategy and

discover how to quantify and where it delivers • understanding journalists’ priorities and preferred

methods of communication to develop and foster mutually beneficial media relationships with particular focus on culture

Moderator: Lars Voedisch Regional Head - Media Intelligence, Asia Pacific Dow jones & co

Panelists: Andrew Thomas, Managing Director ogilvy public Relations worldwide

Laine Santana, Senior Corporate Communications Manager Group Communications (Asia)

the Hong Kong and Shanghai bank

Krishnamoorthy Muthaly, former The Star Chief Reporter and freelancer, cnn/pR and Director, launchpad, Malaysia

Shravani Dang Group Head of Corporate Communications avantha group


• Harnessing the power of emerging media and marketing channels to successfully connect with your targeted audiences

Harith Menon, Head of Marketing & Corporate Affairs nokia Siemens


4.00 inteGRatinG Social MeDia in cReatinG pR & MaRKetinG StRateGieS

• engaging the digital consumer • Strategies towards increasing advocacy amongst

customers • Building loyal communities around customers • How the basics and trends of social media

features prominently in your PR and marketing strategies

• Case studies (Dos and don’t) Pamela Yap, Director ,new Media Business Measat broadcast network Systems (MbnS), astro tv

4.45 StRateGic MaRKetinG: taRGetinG tHe younG population

• Youth marketing - what has changed? • What are the key objectives of marketers to the

youth today? • online digital media for marketing to youth Andreas Vogiatzakis, Managing Director omnicom Media Group



Congress Day 2 29 SepteMbeR 2010, weDneSDay

8.30 MoRninG Coffee 9.00 cHaiRMan’S openinG ReMaRKS Samir Kapur eVP, Communications Religare

bReaK-out SeSSionS

coRpoRate iMaGe & bRanDinG coRpoRate coMMunicationS & new Social MeDia StRateGic MaRKetinG & pR

8.30 MoRninG Coffee 9.00 cHaiRMan’S openinG ReMaRKS Krishnamoorthy Muthaly, former The Star Chief

Reporter and freelancer, cnn/pR and Director, launchpad, Malaysia

8.30 MoRninG Coffee 9.00 cHaiRMan’S openinG ReMaRKS Dato’ Sharifah Mohd. ismail President institute Marketing Malaysia (iMM)


9.15 bRanDS 2.0: bRanD puSH anD pull in a web 2.0 woRlD

• How communities are becoming strong players in defining the worth of brands

• How Web 2.0 offers a range of options • Reinventing brands to keep up with new

consumer trends • Creating new cultures of collaboration internally

for external • Case studies Madanmohan Rao, Research Director, MobileMonday


10.30 acHievinG woRlD-claSS StanDaRD anD conSiStency in youR oRGaniSation’S online pReSence

• Has internet removed cultural barriers • What makes corporate websites ‘travel’ well

across borders? • Malaysia vs. rest of the world: Common types

of ‘noise’ in online communications (visual; language; style)

• Quick fixes: Correcting the easy mistakes – with limited time or budget

• Longer-term solutions: Tools for diagnosing Malaysian organisations’ websites

Martin Kralik, Malaysia-based writer, cross-cultural communications consultant and university lecturer

11.15 builDinG a coRpoRate iDentity tHRouGH tHe

MeDia • establishing an organisation-media relationship

rather than a practioner-media relationship • Creating a publicity platform with the media to

build brand name • increaasing awareness of your company

brand and products through building a strong relationship with overseas media

Shravani Dang Group Head of Corporate Communications avantha Group

12.00 DeteRMininG factoRS in cReatinG SucceSSful bRanD iDentitieS

• Comparing brands that work and brands that fall short of their goals

• Predicting the international footprint of a brand name and identity

• Design and packaging considerations • Creating differentiation in an overcrowded

marketplace Samir Kapur, eVP, Communications, Religare

12.45 LunCH 2.00 StRateGic bRanDinG anD tHe poweR of

aSpiRationS • The starting point of a strong brand: The right

target market • Core functional and emotion imagery • Developing a brand development roadmap:

Vertical and horizontal branding Paul Loiz, Global Brand Manager, unilever

9.15 acHievinG excellence in pR function - opeRational coSt anD StaffinG buDGet

Jonathan Webster Head of Communications - Marine & Asia Pacific Rolls Royce


10.30 builDinG coRpoRate Reputation tHRouGH StRateGic coMMunicationS

• Techniques to align your reputation management with your corporate communications and business strategy

• exploring the role of communications in shaping culture, structure and branding

• Influencing stakeholder relationships and winning public trust through trategic communications

• implementing an appropriate media elation strategy: Knowing what to ommunicate

• Dealing with negative publicity: Turning negative publicity into a positive outcome

Laine Santana, Senior Corporate Communications Manager Group Communications (Asia)

the Hong Kong and Shanghai bank

11.15 Reputation ManaGeMent: befoRe, DuRinG anD afteR a cRiSiS

• exploring the different types of crisis • Principles of communication during crisis periods • understanding critical factors affecting

perceptions/reactions, injury levels and spokesperson credibility

• Developing crisis mitigation strategies • Rebuilding your corporate reputation after a crisis

through communication • Winning continuing support from your

stakeholders Lina Yap-Abdullah Regional Communications Manager Shell upstream international, asia

12.00 cRiSiS coMMunication anD ManaGeMent • Global and local natures of crises • Case studies of recent crisis management • use of social media to monitor and respond to

crises • frameworks for mapping crisis handling • Knowledge management approaches to crisis

management Madanmohan Rao, Research Director MobileMonday

12.45 LunCH

2.00 woRKinG witH DiffeRent MeDia foR DiffeRent iMpact anD ReSultS

• Dealing with the demands of an increasingly diversified media

• Discover techniques for creating memorable messages, retaining them under fire and delivering them with credibility

• Cutting through the clutter to maximise your positive messages in the media

• Being proactive with the media even in difficult situations

• Techniques to avoid pitfalls and improve company reputation in dealing with the media

Rajan Moses, Group Director Business Development ogilvy & Mather Kuala lumpur

9.15 MaRKetinG tHRouGH coRpoRate Social ReSponSibility

• Measuring the evolution of Corporate Social Responsibility

• Demonstrating bottom-line benefits of socially responsible corporate performance

Sairana Mohd Saad Head, Marketing islamic Markets bursa Malaysia


10.30 capitaliSinG Social MeDia MaRKetinG • understanding the latest trend in social media • Leverage on the different social media platforms • understanding the opportunities social media can

create for brands Jonas de los Reyes, Community Manager, yahoo

11.15 winninG SolutionS in executinG MaRKetinG planS

• understanding the disciplines of getting things done

• Knowing your people and your business • Setting clear company goals and priorities • Building systems to make sure every step is

moving in the right direction • execution vs. implementation eunice Yap, VP- Marketing & Affiliates, Rci Group

12.00 a tactical appRoacH to acHievinG effective anD conSiStent coMMunication MeSSaGe

• Delivering the right and consistent messages in an ever changing world

• Shaping your messages to effectively convey your message to a diverse audience

• ensuring all channels of communication convey the same consistent message

Sandra van Hellemond, Group Managing Director Qpa 12.45 LunCH

2.00 panel DiScuSSion: cReatinG tHe iMpact tHRouGH inteGRateD

MaRKetinG coMMunicationS • Analyse problem and opportunities and designing

integrated marketing approaches • integrate marketing processes and strategies to

achieve brand equity and awareness • How to combine all elements into a complete

dedicated brand approach to the consumer Moderator: Dato’ Sharifah Mohd. ismail, President institute Marketing Malaysia (iMM)

Panelists: Harith Menon, Head of Marketing & Corporate Affairs nokia Siemens

eunice Yap, VP- Marketing & Affiliates, Rci Group

Andreas Vogiatzakis, Managing Director omnicom Media Group


2.45 coMMunicatinG anD builDinG tHe bRanD in an econoMic DowntuRn

• Protecting and building your brand position • utilising conventional and social media to best

advantage • Cost-effective communication strategies and tips

for difficult times Simon Si, Head of Regional Communications jobstreet

3.30 panel DiScuSSion: aSian bRanD StRateGieS- poSitioninG foR

SucceSS The various strategies used to position Asian brands

for international and global success which includes: • Brand as a strategic asset • Brand renewal • Brand identity change • niche and targeted branding • Multi-positioning • Acquisitions and alliances • Holistic and consistent brand management Moderator: Samir Kapur, eVP, Communications, Religare

Panelists:

Paul Loiz, Global Brand Manager, unilever

Madanmohan Rao, Research Director, MobileMonday

Shravani Dang, Group Head of Corporate Communications, avantha Group

2.45 effective coMMunicationS wHen ManaGinG cRiSiS

• Basic principle • Crisis management classification • When the crisis occurs • Post crisis analysis Yeni fatmawati, Corporate Affaris & Legal Director pt Sari Husada Danone Group

3.30 funDaMental RoleS foR SucceSS in pR • Crisis communication and management • Strengthening government relations and

communication • Role of PR in wide spectram of sectors • importance of PR in challenging times Krishnamoorthy Muthaly former The Star Chief Reporter and freelancer, cnn/pR and Director, launchpad, Malaysia

2.45 online MaRKetinG anD coMMunicationS - wHat’S woRKeD anD wHat HaSn’t Quite?

• online is the medium that everyone wants a piece, but there are so many options

• What are the potholes to avoid on the road to digital?

• Who has succeeded and some who haven’t quite managed it

• Strategies and ideas to ensure a better reception to your message in the online world

Adrian Heng, Chief Operating Officer MRa communications and Honorary Secretary institute of public Relations of Singapore

3.30 inteGRatinG pR anD MaRKetinG foR effective bRanD coMMunicationS

• How to avoid the brand from becoming the target for negative publicity

• Treat the brand as a valuable asset • find out the offensive and defensive strategies in

communicating and marketing the brand meaning • Ways to strengthen and protect the brand Zulkifli Baba Noor, Head, Corporate Communications Sarawak forestry corporation

4.45 GReateR unDeRStanDinG of coRpoRate etHicS anD valueS in public RelationS

• Considerations for public relations ethics and values in Malaysia • ethical codes and education providing guidelines for public relations

practitioners • Corporate governance, ethics and values • Relationship with the media: ethics and values • Challenges and opportunities in ethics for public relations practitioners Dr. Kiranjit Kaur Director, institute of Journalism Studies, faculty of Communication and

Media Studies universiti teknologi MaRa (uitM) 5.30 cHaiRMan’S concluSion anD cloSinG

4.15 panel DiScuSSion: aliGninG effective MeDia RelationS StRateGieS witH youR oveRall

buSineSS StRateGy foR poSitive ReSultS • Different media channels you can use for your competitive advantage • updates on the latest media trends and their likely impact to your

company’s media strategies • Successfully developing and conveying your message to the media • Practical tools and strategies to generate new positive publicicty • Practical media handling skills by linking up with how the media operates Moderator: Rajan Moses, Group Director Business Development ogilvy & Mather Kuala lumpur

Panelists: Lina Yap-Abdullah, Regional Communications Manager Shell upstream international, asia

Jonathan Webster, Head of Communications - Marine & Asia Pacific, Rolls Royce

Shravani Dang, Group Head of Corporate Communications, avantha Group

Andreas Vogiatzakis, Managing Director, omnicom Media Group

plenaRy SeSSion

pR & coMMunicationS MalaySia conGReSS 2010 will enable you to Keep yourself updated on the latest PR & Communication trends Gear up your PR skills to a whole new level Gain insights on the successful case studies of leading brands Strategise your PR & Communication plans with new and proven solutions

network with leading PR, Communications, Marketing and Branding professionals from across the globe

Make yourself heard: share your views and ideas find out how PR & Communications can be the strategy business partners

This high profile event provides your company with the unique opportunity to capture the interest and influence the decisions of a highly targeted audience. Capitalise on this ideal platform to market your services and form strategic relationships through networking. Sponsorship and exhibition options include:

l luncheon l cocktail Reception l Documentation l table-top Display l promotional Materials

SponSoRSHip anD exHibition oppoRtunitieS

for enquiries, call iris tan at (65) 6536 8676 (ext: 124) or email: [email protected]

poSt-conGReSS MaSteRclaSS “b” (FUll Day, 2 sessions)

30 SepteMbeR 2010, tHuRSDay

pRe-conGReSS MaSteRclaSS “a” (FUll Day)

27 SepteMbeR 2010, MonDay

Masterclass Schedule:Registration starts at 8:30am; Workshop commences at 9:00am and concludes at 5:00pm. Workshop materials, lunch and refreshments will be provided.

SeSSion 2: (1:30pM - 5:00pM)

social Media: Understanding network effects and leveraging online CommunitiesLed by Madanmohan Rao, editor: The Asia-Pacific internet Handbook, The Knowledge Management Chronicles/Research Director, MobileMonday

Masterclass outlines:

SepaRately

booKable!pRe-conGReSS & poSt-conGReSS pRofeSSional DevelopMent MaSteRclaSSeS

• Drivers for social media practices in organisations around the world

• Social media framework based on the speaker’s “8Cs” parameters

• Creating a successful online presence in different kinds of social media

• use of social media for research, public relations, advocacy and knowledge generation

• Community dynamics and information sharing• Legal, ethical and cultural issues of knowledge

generation and discourse• Creation of internal teams to manage social media

strategies• Critical success factors for social media campaigns

• What is the scope and power of social media• What are the theoretical and practical underpinnings of

social media campaigns• What is the importance of social media for

organisational branding • What content and communication strategies work in

social media • How to audit and assess your organisation’s social

media profile• How has social media actually been practiced by

market leaders and start-ups• use of Web 2.0 tools like: blogging, wiki, twitter,

professional community networks• A “Monday Morning Checklist” of how to begin your

social media strategy and presence

leveraging the Power of Press Conference, Press releases and MediaLed by Krishnamoorthy Muthaly, former The Star Chief Reporter, freelancer, cnn/pR and Director, launchpad, Malaysia

Masterclass objectives and outlines:organising productive press conferences <• understanding the media’s needs• Speaking the media’s lingo• networking at pre and post

press conference

writing effective press Releases < • Knowing what the editor wants• fitting message with 3 key points• Polishing press release to suit

client and media

using Media in a crisis <• emergency response team• Acting with one spokesperson• Getting the key messages across• Staying cool at all times

Masterclass Schedule:Registration starts at 8.30am; Masterclass commences at 9:00am and concludes at 5.00pm. Masterclass materials, lunch and refreshments will be provided.

About Your Masterclass Leader:After being an experienced full time journalist for the past 25 years, he is currently freelancing for Cnn, German television, Australian television and

newspapers in Malaysia. A chief reporter (retired 31/12/2008) with The Star, started as junior officer in Tenaga nasional in 1969, and from 1974, used to write news and features in his spare time for the new Straits Times, Bernama and magazines like the far eastern economic Review, Malaysian Business and The economic Bulletin.

SeSSion 1: (9:00aM - 12:30pM)

Writing for an international audience: selected Best PracticesLed by Martin Kralik, a Malaysia-based writer, cross-cultural communications consultant and university lecturer

Martin Kralik is a Malaysia-based writer, cross-cultural communications consultant and university lecturer. from 2005 to 2009 he was Research Director with inSeAD

business school in Singapore and Abu Dhabi. He holds a Master’s degree in Asian Studies from the university of Hawaii at Manoa. An Asia scholar and fluent Mandarin speaker, Mr. Kralik has been a regular contributor to Diplomat Magazine (uK), international Herald Tribune and CnBC Asia as well as national Malaysian dailies.

About Your Masterclass Leader:

Masterclass objectives and outlines:This workshop is about learning by doing, through small groups, in a fun and interactive fashion. With guidance from the workshop moderator, participants will:

• Critique and share their impressions of samples of locally-produced content – written, visual, online.

• Through role play, identify common sources of miscommunication between local and international individuals and organisations.

• Take part in games aimed at ‘selling’ the strengths of their product, company, industry and country in ways that are eye-catching yet intelligible and pleasing to partners outside Malaysia.

Strong writing skills are not essential, and no one will be “put on the spot”. instead, the idea of the workshop is to help the participants design their own solutions, and to come away with a fresh set of questions they can explore in their day-to-day work.

Dr. Madanmohan Rao, a social media consultant and author from Bangalore, is research consultant at the Asian Media information and Communication

Centre (AMiC) in Singapore. He is the editor of three book series: “The Asia Pacific internet Handbook”, “The Knowledge Management Chronicles” and “AfricaDotedu”. He is the research projects director of Mobile Monday, a global network of mobile and wireless communication professionals, and co-founder of the Bangalore K-Community, a network of knowledge management professionals. He is editor-at-large of DestinationKM, world music editor for Rave magazine, DJ for world music at WorldSpace Radio, editor-at-large for Wireless World magazine, and contributor to the Poynter institute blog on new media trends.

About Your Masterclass Leader:

luncH

What You Will Take Away from This Course:

ReGiStRation foRM 5 eaSy wayS to ReGiSteRpR & coMMunicationS MalaySia conGReSS 2010

(28-29 SePTeMBeR 2010) & 1-Day pRe-MaSteRclaSS (27 SePTeMBeR 2010) & 1-Day poSt-MaSteRclaSS (30 SePTeMBeR 2010)

Crowne Plaza Mutiara Hotel, Kuala Lumpur, Malaysia

cYes! Please register the following delegate(s) for this Conference (Please photocopy for more delegates)

Please tick (4) your choice session(s)

n2-Day congress only

n1-Day Masterclass [ c A or c B ]

n2-Day congress + 1-Day Masterclass [ c A or c B ]

n2-Day congress + 2-Day Masterclasses

c I am unable to attend but please put me on your mailing list

cI am interested in Sponsorship/Exhibition Opportunities

I wish to claim special discount as a member of

cDMAI or cIACT or cIMM or cLSOPRJ or cPRSI or cMICCI or cPPFMembership no.____________________________________(please fax us your membership card)

Name:(Dr/Mr/Mrs/Ms):___________________________________________

Job Title:_______________________________________________________

Email:__________________________________________________________

Name:(Dr/Mr/Mrs/Ms):___________________________________________

Job Title:_______________________________________________________

Email:__________________________________________________________

Name:(Dr/Mr/Mrs/Ms):___________________________________________

Job Title:_______________________________________________________

Email:__________________________________________________________

Approving Manager:____________________________________________

Job Title:_______________________________________________________

Email:__________________________________________________________

Company:______________________________________________________

Address:________________________________________________________

_______________________________________________________________

Tel:____________________________Fax:_____________________________

Booking Contact:________________________________________________

Email: _________________________________________________________

Nature of Business:_______________________________________________

Company Web site:_______________________________________________

IMPORTANT NOTICE: Due to the provisions of the DiReCT SALeS ACT 1993, the registration form herein shall only be used by body corporate. Since Asia Business forum Sdn Bhd is unable to accept registration by mail from any individual, all individuals and applicants who are not body corporate and who wish to attend are requested to register themselves at Suite 1807, Level 18, Plaza Pengkalan, Jalan Tiong off Jalan ipoh, 51100 Kuala Lumpur, Malaysia or call (603) 2070 3299 for registration procedure.

Telephone: (603) 2070 3299 or (65) 6536 8676

Fax: complete and send this registration form

to: (603) 2070 3369 or (65) 6536 4356

Mail: this completed form to: Asia Business Forum Sdn Bhd c/o 3 Raffles Place, #08-01, Singapore 048617

Email: [email protected]

WEB: http://www.abf-asia.com

Your investment for attending this Congress is:

The fee includes lunch, refreshments and conference documentation.

Note: For payment by Local Order, early bird fee will only apply if the local order is executed and payment fully released to us on or before the early bird deadline.

Group Discount: Enjoy a group discount of 10% for 3 or more delegates registered at the same time from the same organisation and of the same billing source.

payMent MetHoDS

cPlease cross cheque or bank draft made payable to ASIA BUSINESS FORUM SDN BHD and mail your payment together with this registration to Suite 1807, Level 18, Plaza Pengkalan, Jalan Tiong Off Jalan Ipoh, 51100 Kuala Lumpur, Malaysia. Enclosed is our cheque/draft for RM_____________________________________________________

cPayment by credit card: To make payment by credit card, please call our customer service hotline at (603) 2070 3299 or (65) 6536 8676.

Important Notice: Payment is required with registration and must be received prior to the conference to guarantee your place. Walk-in delegates with payment will only be admitted on the basis of space availability at the conference and with immediate full payment.

cancellationS anD tRanSfeRSIf you are unable to attend, a substitute delegate is welcomed at no extra charge. Please provide the name and the title of the substitute delegate at least 2 working days prior to the Congress. A refund less RM400 administration charge will be made for cancellation received in writing on or before 7 September 2010. Regrettably, no refund can be made for cancellation received after this date. A complete set of documentation will however be sent to you.

The organiser reserves the right to make any amendments and/or changes to the programme, venue, speaker replacements and/or topics if warranted by circumstances beyond its control.

foR official uSe

FEE RECEIvED ADMISSION FORM SENT 2032M/IT/RP/SL

IMM

Copyright @ June 2010

conGReSS venue anD accoMMoDation infoRMationCrowne Plaza Mutiara Hotel, Kuala Lumpur, MalaysiaJalan Sultan Ismail, P.O Box 10577, 50250 Kuala LumpurTel: [603] 2148 2322 Fax: [603] 2144 2157Website: www.crowneplazakl.comAttn: Room Reservation Department

For reservations, please make your bookings directly with the hotel. To enjoy the special room rates, please quote Asia Business Forum’s Congress on “PR & COMMUNICATIONS MALAySIA CONgRESS 2010 ”. Hotel bills are to be settled by delegates directly with the hotel. Hotel reservations and travel arrangements are the responsibilities of the registrant. Please note that rooms are available on a first-come-first-served basis.

incoRRect MailinG infoRMationIt is possible that you may receive multiple mailings of this event or incorrect company details on the labels, for which we apologise. If this happens, please let us know so that we can update our database immediately. If you do not wish to have your name on our mailing list, please let us know and we will remove it from our listing.

Regular Fee(if Payment after 27 August 2010)

Early Bird Fee(if Payment and

registration are received by 27 August 2010)

2-Day conGReSS only

1-Day MaSteRclaSS (a oR b) only

2-Day conGReSS + 1-Day MaSteRclaSS

2-Day conGReSS + 2-Day MaSteRclaSSeS

RM3,595 RM3,795 RM3,995

RM1,790 RM1,790 RM1,790

RM4,985 RM5,185 RM5,385

RM6,475 RM6,675 RM6,875

Super Early Bird Fee(if Payment and

registration are received by 27 July 2010)

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