The Comprehensive Communication Masterclass 26-28 March 2013 Madingley Hall, Cambridge

Comprehensive communication within complex politico-military

and humanitarian environments – an immersive, intensive and

collaborative learning event.

The Comprehensive Communication Masterclass is designed to develop experienced

diplomats, IGO and NGO personnel and military staff in the fields of public affairs,

media relations, communication strategy and campaign implementation, within an

immersive, intensive and collaborative learning environment. The Course is scenario-

focussed interspersed by lectures. The lecturers are therefore seen as subject matter

experts and are, within their sessions, to cover their allocated specific subjects but

also to provide subject matter advice in relation to the scenario. In this, the

Masterclass, is unique, far removed from the traditional conveyor-belt of disjointed

lectures seen at many conferences and workshops. It is hands-on and facilitative,

comprehensive and collaborative, designed to maximise the value of the accrued

knowledge and experience of both the organisers and the attendees. The Masterclass

makes use of web protocols to update scenario injects, provide lecture context and

enable active discussion groups, both within and external to the Masterclass.

Held in the grand surroundings of

Madingley Hall, Cambridge, course

fees have been kept to a minimum

and include lunches and dinners over

the three days. Delegates are free to

book their own accommodation,

either at Madingley Hall or elsewhere.

Cambridge itself is less than an hour

from London by train from Kings

Cross. There are also hourly coaches

from London’s Heathrow airport to

Cambridge and London’s Stansted

Airport, serviced by several main

European hubs, is also only 30 minutes

away.

Programme

Serial Time/

Duration Subject (Speaker/Advisor)

Day 1 (D-Day) 01 5 minutes

(Start 0840) Welcome and Scenario Brief Simon Haselock & Jem Thomas – Albany

02 0845 30 minutes

Keynote Lecture – Soft Power in the 21st Cenury

Sir Robert Fry KCB, CBE – Albany

03 0920 40 minutes

Lecture/Discussion – Introduction to Comprehensive Communication Simon Haselock – Albany

03 1000 45 minutes

Lecture/Discussion – Information Environment Nik Gowing - BBC

04 1045 15 minutes

Coffee break

05 1100 60 minutes

Lecture/Discussion/Practical – The Challenges of Strategy and Narrative Jem Thomas – Albany

06 1200 30 minutes

Introductory Scenario play Albany Mentors

07 1230 60 minutes

Lunch

08 1330 45 minutes

Lecture/Discussion – Strategic Case Study: Somalia Simon Haselock - Albany

09 1415 45 minutes

Lecture/Discussion – Communications in the Military Context Charles Mayo – Ex UK MoD Directorate Media and Communications

10 1500 45 minutes

Lecture/Discussion – Communication Methods and Channels Jem Thomas – Albany

11 1545 15 minutes

Tea/Coffee break

12 1600 90 minutes

Scenario play – Afternoon Back Brief Albany Mentors

13 1730 15 minutes

Output brief Jem Thomas - Albany

14 1815 45 minutes

Pre-dinner drinks

15 1900 Dinner

After dinner

60 minutes Keynote Lecture - Politics and Communications of IGOs Sir Kieran Prendergast, KCVO, CMG

Serial

Time/

Duration Subject

Day 2 (D+10) 01 30 minutes

(Start 0800) Scenario play – Back Brief Albany Mentors

02 0830 45 minutes

Lecture/Discussion - Media development & regulation Dieter Loraine – Albany

03 0915 45 minutes

Lecture/Discussion – Mali, Sahel and the North African Nexus: Soft Power Options Charles Holmes – Marcher International

04 1000 15 minutes

Coffee break

05 1015 45 minutes

Lecture/Discussion – Humanitarian/Development IGO/NGO Communications Imogen Wall – UNOCHA

06 1100 45 minutes

Lecture/Discussion – Organizational Issues Mark Laity – Chief Stratcom NATO

07 1145 30 minutes

Scenario play Albany Mentors

08 1215 60 minutes

Lunch

09 1315 45 minutes

Lecture/Discussion – Press Office & Crisis Management Jem Thomas – Albany

10 1400 45 minutes

Lecture/Discussion – Digital Engagement Royston Martin – Independent Consultant

11 1445 60 minutes

Lecture/Discussion – The Media Caroline Wyatt - BBC

12 1545 15 minutes

Tea/Coffee break

13 1630 60 minutes

Scenario Play – Back brief Albany Mentors

14 1730 30 minutes

Output brief Jem Thomas – Albany

Serial

Time/ Duration

Subject

Day 3 (D+21)

01 30 minutes (Start 0800)

Scenario play – Back Brief Albany Mentors

02 0830 45 minutes

Lecture/Discussion – Tactical Case Study: Yemen Luke Havill - Albany

03 0915 45 minutes

Lecture/Discussion – Research & Evaluation Claire Spencer – itoi Research

05 1000 45 minutes

Lecture/Discussion – Grassroots Communication & Information Ecology Guy Gabriel - Albany

06 1045

15 minutes Coffee break

07 1100 60 minutes

Lecture/Discussion – Cultural Analysis, Radicalisation & De-Radicalisation

Alexander Hitchens - International Centre for the Study of Radicalisation and Political Violence (ICSR), King’s College London

08 1200

30 minutes

Scenario play – Discussion Albany Mentors

09 1230 60 minutes

Lunch

10 1330 60 minutes

Lecture/Discussion – Digital and Mobile Communications in Crisis and Development Ken Banks – Kiwanja.net

11 1430 45 minutes

Scenario Play – Presentation preparation Delegates

12 1515 90 minutes

Scenario Play – Back brief Formal Presentation to Panel Delegates & Albany Mentors

13 1645 30 minutes

Course washup & graduation Simon Haselock & Jem Thomas – Albany

Speakers

In the participative and collaborative nature of the Masterclass, all speakers, whilst delivering highly focussed lectures, will also act as advisors to the scenario play and contributors to the overall knowledge base.

Keynotes

SIR ROBERT FRY KCB, CBE

Sir Robert is Chairman of Albany Associates. He is also involved in a number of board and advisory roles to companies in the security and banking sectors, in Europe, North America and the Middle East, having previously been EMEA Regional Vice President for Defense & Security at Hewlett-Packard. Before business he enjoyed a full military career with posts that included Commandant General of the Royal Marines and Deputy Commanding General of coalition forces in Iraq.

Sir Robert is a visiting professor at Reading University and a visiting fellow at Oxford; he is also an occasional columnist for the European edition of the WSJ and for Forbes Magazine. He is a trustee of the charity Help for Heroes and the London based think tank, the Royal United Services Institute. He maintains his military links as Colonel, The Special Reconnaissance Regiment

SIR KIERAN PRENDERGAST KCVO, CMG

Sir Kieran Prendergast is a British diplomat and a former Under-Secretary-General for Political Affairs at the United Nations. After graduating from St. Edmund Hall, Oxford, he joined the British Foreign Office, working in Nicosia, Cyprus, and The Hague before returning to London in 1976 to work as Assistant Private Secretary to Anthony Crosland and David Owen, Secretaries of State for Foreign and Commonwealth Affairs. In 1982, he was appointed consul-general in Tel Aviv, Israel and later served as High Commissioner to Zimbabwe and Kenya, and then as Ambassador to Turkey.

In 1997, United Nations Secretary General Kofi Annan appointed Prendergast Under-Secretary-General for Political Affairs at the United Nations and served in that position until 2005. He helped call attention to human rights violations and ethnic cleansing resulting from the War in Darfur, and was deeply involved in Cyprus reunification negotiations in 2004. When he resigned in 2005, Kofi Annan thanked him for his “outstanding service” and “invaluable advice.” Since his resignation from the United Nations, Prendergast has conducted research at the Belfer Center for Science and International Affairs and is a member of the Advisory Council of Independent Diplomat. He is also a Senior Advisor to the Centre for Humanitarian Dialogue in Geneva.

Speakers (in alphabetical order)

KEN BANKS

Founder of kiwanja.net, Ken devotes himself to the application of mobile technology for positive social and environmental change in the developing world, and has spent the last 19 years working on projects in Africa. His early research resulted in the development of FrontlineSMS, an award-winning text messaging-based field communication system aimed at grassroots non-profit organisations.

Ken graduated from Sussex University with honours in Social Anthropology with Development Studies, was awarded a Stanford University Reuters Digital Vision Fellowship in 2006, and named a Pop!Tech Social Innovation Fellow in 2008. In 2009 he was named a Laureate of the Tech Awards, an international awards program which honours innovators from around the world who are applying technology to benefit humanity. He was named a National Geographic Emerging Explorer in May 2010 and an Ashoka Fellow in 2011, was the recipient of the 2011 Pizzigati Prize for Software in the Public Interest, and was selected as a member of the UK Prime Minister’s delegation to Africa in July 2011. His work has been supported by the MacArthur Foundation, Open Society Institute, Rockefeller Foundation, HIVOS, the Omidyar Network and the Curry Stone and Hewlett Foundations.

GUY GABRIEL

Guy Gabriel is one of Albany’s Senior Associates, with a particular responsibility for Sudan, a country he first visited a decade earlier and has been visiting ever since. His particular interest and remit is grassroots outreach, and tribal dynamics and reconciliation.

Guy spent 4 years with Arab Media Watch, a London-based organisation that monitors media coverage of the Middle East. Throughout his career, he has worked as a freelance journalist, with work appearing in various publications including al Hayat, al Quds al Arabi, The National (UAE), and Forbes (US), as well as a number of more specialised fora on Middle Eastern politics. In 2010 he was shortlisted for an International Media Council award for coverage of the Middle East.

Gabriel speaks French, Arabic (including script), and German, and holds a Masters from the School of Oriental and African Studies.

NIK GOWING

Since February 1996, Nik Gowing has been the main presenter on BBC World News, the BBC’s 24-hour international television news and information channel. Nik also anchors special location coverage of major international news events. He is lead moderator for the BBC World Debate programmes, recently held in Delhi, the Dead Sea in Jordan, Muscat, Sharm-el-Sheik, Istanbul, Singapore and Dalian, China.

Nik is also at the forefront on thinking concerning the contemporary media environment and its impact on organisations and journalists. He has been a fellow of many leading academic institutions, including The Kennedy School of Government at Harvard University, the Reuters Institute at Oxford University and is currently on the Advisory boards for the Royal United Services Institute and the Overseas Development Institute. His acclaimed book ‘Skyful of Lies and Black Swans’ is a powerful account of shifting power distribution in the digital age.

Before joining the BBC in 1996, Nik was a foreign affairs specialist and presenter at ITN for 18 years. He won a BAFTA award in 1982 for his smuggled coverage of martial law in Poland. From 1989 to 1996 he was diplomatic editor for Channel Four News. His reporting from Bosnia was part of the Channel Four News portfolio which won the BAFTA ‘Best News Coverage’ award in 1996. In 2007, Nik received a Special Award at the first Indian News Television Awards in 2007 in recognition of his work in International news Reportage and Coverage.

SIMON HASELOCK

Simon Haselock is co-founder and Director of Albany Associates and a pioneer in media intervention in countries emerging from violent conflict. Following the signing of the Dayton Peace Agreement in late 1995 and throughout 1996 he was the NATO Spokesman in Sarajevo. He stayed on in Bosnia from 1997 until early 2000 as Deputy High Representative for Media Affairs in the Office of The High Representative responsible for the public presentation of policy and media reform. As Temporary Media Commissioner in Kosovo in 2000 he began the process of building the professional, legal and ethical structures necessary for the independent media to flourish there. He then served as the Director of Public Information for the UN Mission in Kosovo (UNMIK) from 2001 to 2003 when he went on to head the Foreign and Commonwealth Office (FCO) Media Development and Regulatory Advisory Team in Iraq.

Since co-founding Albany he has directed projects in Kosovo, Darfur, Lebanon, Afghanistan and Somalia. He is an Associate of the Program for Comparative Media Law and Policy (PCLMP) at Oxford University and served for 23 years in the Royal Marines attending the Royal Navy Staff College in 1986.

LUKE HAVILL

Luke Havill joined Albany in January 2013 as a Senior Associate. Before joining, Havill spent 3 and half years with Bell Pottinger Sans Frontières, the strategic communications and geopolitical specialist within Bell Pottinger Private, London’s largest public relations group. During his time there he worked on international political and government communications accounts, with a focus on the Middle East and Africa. His work took him to Israel, Nigeria, Russia and Yemen, completing an eight-week secondment in the Middle East in 2011, and similar in West Africa in 2012. Havill also travelled to Moscow in 2011 as an official independent election observer at the Russian Parliamentary elections. Havill holds a Masters in International Public Relations & Political Communication and a Bachelors in Classics from Cardiff University.

CHARLES HOLMES

Charles Holmes is a Middle East, foreign policy and security analyst, providing research and advice to governments, institutions and the private sector. From 2003-2011 he spent a number of years working with the highest levels of the Egyptian government, bearing witness to the most dramatic political events of the era, up to and including the fall of the Mubarak regime.

Charles has previously worked on the US government's counter-terrorism and counter- radicalisation programmes in Kabul, Afghanistan, Tampa FL and Washington DC. Whilst in Washington he also ran a ground-breaking, non-partisan advocacy programme providing foreign policy-making support to US Congress. Charles writes extensively for academic journals, risk advisory and foreign affairs publications and has been a guest lecturer speaker at think tanks and universities in Britain and the United States.

He holds a Masters in Middle East Politics from London School of Oriental and African Studies. His 2006 graduate thesis on political protest and online activism in the Arab world was a prescient exposition of the seismic forces and events that are now shaping the region.

MARK LAITY

Mark Laity is the Chief Strategic Communications at SHAPE (Supreme Headquarters Allied Powers Europe) which commands all NATO military operations. This followed nine months in Afghanistan in 2006-7 as the NATO Spokesman in Kabul and Media Adviser to the ISAF Commander, for which he was awarded the NATO Meritorious Service Medal. Previously he had been Chief of Public Information at SHAPE.

From 2000, Mark was for four years the Special Adviser to the NATO Secretary General, Lord Robertson, and NATO’s Deputy Spokesman. He had a wide variety of defence policy and information roles including a year as NATO spokesman, and in 2001, with the threat of civil war looming, he was sent to the former Yugoslav Republic of Macedonia as personal adviser to the Macedonian President. When a NATO military force was later deployed he became Media Adviser to the NATO commander and civilian spokesman for Operation Essential Harvest.

Mark joined NATO after 22 years in journalism, including most notably 11 years as the BBC’s Defence Correspondent from 1989, when he reported from the frontlines of most major conflicts of the nineties, but particularly the break-up of Yugoslavia, and the Gulf War in 1991

DIETER LORAINE

Dieter Loraine is co-founder of Albany Associates. He has over 15 years experience of strategic communications, institution building and media and regulatory development. Prior to forming Albany he was Senior Consultant for Media Regulation with the Foreign and Commonwealth Office’s Media Development and Regulation Advisory Team in Iraq. Between 2001 and 2003 he was Acting Deputy Director General and Director of Communications for the Communications Regulatory Agency (CRA) in Bosnia and Herzegovina – at the time, Europe’s newest converged regulator.

During his time with the CRA he also served as Special Adviser to the UK Press Complaints Commission. Dieter is credited with designing and establishing from scratch the Bosnian Press Council, the first of its kind in South East Europe.

Between 1998 and 2001 he held two senior positions as Director of Broadcast Licensing and Director of Public Affairs in the Independent Media and Broadcasting Commission in Sarajevo. Prior to working in the Balkans, Dieter ran a flourishing public relations company in the UK, following a very successful career in the Royal Marines, retiring in 1995 as Assistant Director of Public Relations for the Royal Marines in the UK Ministry of Defence.

ROYSTON MARTIN

Royston Martin is an academic, journalist and documentary film-maker with research interests in digital media, the role of journalism in mediating democracy and experimental factual film. He has more than twenty years of experience in international news and documentary film making. Often reporting from the most testing situations, his stories have run on the BBC, CNN and in The Guardian among many other media outlets.

Royston spent much of his working life at Reuters where he under took a wide range of foreign assignments including postings to Iraq, Bosnia, Italy and the United States. Having also lectured and researched at the University of Wales where he was Head of Media in the Department of Theatre, Film and Television, Royston also authored the seminal book ‘Digital Cultures: Understanding New Media’. He is now a senior consultant to the Thomson Reuters Foundation on whose behalf he has developed media programmes for organizations including DFID, UNHCR and the UNDP, specialising in key subject areas of advocacy, brand management, communications strategy, and news presentation. His specific research interest in the impact of digital media and technology on society is due to culminate with a new book on the subject out within the next year.

CHARLES MAYO

Having very recently left the British Army, Charlie Mayo remains one of the most seasoned and experienced communications professionals to have served with the UK military. His tours of duty have included two periods as spokesperson and Chief Media Operations in Basrah and one as Chief Media Operations in Lashka Gar. Further, he spent a year as a senior liaison officer to the Afghan National Army.

Charlie also has an impressive communications pedigree away from the front line. He was an instructor in media operations at the Defence Media Operations Centre and within the last two years served as Assistant Director Influence & Strategic Communication at NATO HQ in Naples during Libya operations and subsequently as MoD’s Director of Strategic Communications for the London Olympic Games.

Charlie is currently Project Leader for the Armed Forces Parliamentary Scheme at the House of Commons.

ALEXANDER MELEAGROU-HITCHENS

Alexander Meleagrou-Hitchens is a Research Fellow at the International Centre for the Study of Radicalisation (ICSR) at King’s College, London. His main area of study is the growth and success of English speaking Salafi-jihadist ideologues in the West and how individuals can be pursuaded to join violent extremist movements. He has contributed to various online and printed publications including, the Daily Telegraph, the Independent, the Wall Street Journal, Foreign Policy, Lebanon's Daily Star, West Point's CTC Sentinel, Standpoint and NOWLebanon. His work has also been cited in several major media outlets including CNN, BBC, Sky News and ITV. Alexander’s latest publication, 'As American As Apple Pie: How Anwar al-Awlaki Became the Face of Western Jihad', was published by ICSR in September 2011. Prior to joining ICSR, Alexander worked as a Fellow at Policy Exchange and the Centre for Social Cohesion, where he focused on radicalisation, ‘homegrown’ extremism and the far-right.

CLAIRE SPENCER

Having spent 25 years in PR, involved in some of the most high profile communication campaigns including the privatisation of British Telecom and London’s bid to hold the 2012 Olympics, Claire now runs i to i research, a research consultancy specialising in insights and measurement around how people interact with communication.

Since 2003 she has specialised in social and political research in conflict and post conflict areas of the world, conducting polling and surveys on behalf of government and NGOs. Countries where she has worked include Bosnia, Kosovo, Iraq, Afghanistan and Pakistan. Her surveys have covered a wide range of topics from attitude surveying on local population needs and wants, communication effectiveness measurement, elections, law enforcement, counter narcotics, reconstruction and development and insurgency and reconciliation. Claire is currently undertaking an evaluation project for a series of Islamic Road Shows in Pakistan, Sudan and Indonesia.

She is also a Deployable Civilian Expert for the ‘Stabilisation Unit’, a joint unit of the Foreign & Commonwealth Office, the Department for International Development and Ministry of Defence.

JEM THOMAS

Jem Thomas had a successful career in the Royal Navy, specialising in intelligence and then media and public relations. During this time he developed considerable operational experience in communications, including the Balkans, Iraq, Afghanistan and West Africa.

His recent years have seen him as the spokesperson for the EU in Bosnia-Hercegovina and as Chief Instructor at the UK MoD's Defence Media Operations Centre. Academically, he has Masters degrees in security studies and international relations and also a diploma in public relations. His experience and knowledge have resulted in his focus on public diplomacy, media relations, strategic communications, issue and crisis management, with a specific interest in communication aspects of foreign policy (national and intergovernmental) and post-conflict reconstruction.

He has specialised in training public affairs, instructing UN agencies, national governments and corporate clients. He is a communications consultant to the UK government’s Stabilisation Unit and Thomson Reuters.

IMOGEN WALL

Imogen Wall is an independent communications consultant specialising in disaster response and humanitarian emergencies. She has written extensively on communication issues in complex emergency environments, including 'Left in the Dark: The Unmet Needs for Information in Humanitarian Response' and 'Ann Kite Yo Pale or Let Them Speak: Best practice and lessons learned in communication in Haiti'. Her field experience includes on the ground work in a number of humanitarian emergencies, including 18 months in Aceh following the 2004 tsunami, 2 years working on various projects in Sudan and Darfur, and 14 months in Haiti following the earthquake of 2010. Only recently she has returned from the Philippines after acting as the senior UN spokesperson during the response to Typhoon Bopha. As a journalist Imogen has worked for the BBC World Service (producer and editor for five years), and reported for The Times, The Observer, The Guardian, The Economist and The Telegraph. She has also worked for ActionAid and the infoasaid projects and been a consultant to UNOCHA, World Bank, Save the Children, UNDP, BBC World Service Trust and Thomson Reuters Foundation.

CAROLINE WYATT Caroline is currently the BBC’s Defence Correspondent. She was previously BBC Moscow and Paris Correspondent. While there, she covered the conflict in Chechnya, the war in Afghanistan, and was part of the BBC team embedded with British troops during the invasion of Iraq in 2003. She has also reported from the Middle East, covered the conflict in Kosovo in 1999 and has travelled extensively across western and eastern Europe as the BBC’s Berlin and Bonn Correspondent. She joined the BBC in 1991 as a News and Current Affairs trainee after gaining a post-graduate diploma in journalism from City University in 1990, and has presented programmes for Radio 4: ‘From Our Own Correspondent’, ‘PM’, ‘The World Tonight’, ‘Excess Baggage’ as well as Radio 5 ‘Euronews’ and ‘Newshour’ and ‘Europe Today’ on World Service radio. In her spare time she enjoys reading novels and biographies, watching French films, eating fantastic French food, drinking champagne and not working.

Note: Albany reserves the right to make changes to the programme at any time.

For further information see http://www.smartcomms.org/training/comprehensive-communication-masterclass/

www.albanyassociates.com