Conference Day 2 – Wednesday 24 August
Go to Post-Conference In-depth Learning Sessions
08:30 | Welcome coffee
08:50 | Opening remarks from the Chair
Dr Melanie King, Manager Media and Public Affairs, The Benevolent Society
ASSESSING THE OUTLOOK FOR THE GLOBAL MEDIA AND COMMUNICATIONS LANDSCAPE AND PREPARING FOR THIS CHANGE
09:00 | KEYNOTE PRESENTATION: How to overcome the biggest challenges you face as a leader
- Identifying the key challenges and opportunities for your career progression in communication roles
- Clarifying your professional objectives and using them to harness your comms and PR career plan
- Investing in upskilling and expansion of behaviors and strategic capabilities to increase opportunities for career advancement
- How to build a network that can support your professional growth
Bernadette Murdoch, Head of Communications – Australasia, GSK
09:30 | ROUNDTABLE DISCUSSION: How can comms departments prepare and adapt to the global media revolution?
During this 40 minute interactive session, delegates will be divided into groups. The session moderator will pose questions to the groups around the challenges and opportunities arising from the global media revolution and how communications departments can prepare for it. After the group discussion, the moderator will turn to tables for their responses.
Key discussion points:
- Examining the impacts that the changing media landscape will have in comms and PR departments
- How can comms and PR cope with these changes?
- How to prepare and adapt to the growing speed in which consumers can currently access information
- Foreseeing where media and communications will be in the next year and preparing for the new landscape
Angela Maher, Director Marketing, Media and Communications, The iQ Gloup Global
10:10 | Morning tea
HOW TO EMBRACE DIGITAL DISRUPTION AND EXPLORE OPPORTUNITIES FOR GROWTH BY NURTURING CREATIVITY
10:40 | Analysing the importance of innovating and bringing creative perspectives to traditional marketing and communications models
- Exploring inventive strategies to interact with your team, clients and stakeholders
- Assessing how innovative and creative thinking impact the marketplace and exploring opportunities for development
- Examining the key aspects in thinking differently and bringing chance to the workplace
Shona Baxter, Director, Marketing and Communications, Australia, JLL
11:10 | Examining the impacts of digital disruption in communication and embracing it as an opportunity
- Why understanding the effects and needs of technology and digital disruption will matter more than ever in communications
- How companies can prepare for a future that will be powered by data
- Assessing the opportunities available for companies to reinvent the way in which they interact with people
Caoimhe Buckley, Former VP Corporate Affairs Projects, BHP Billiton
HOW TO EMBRACE DIGITAL DISRUPTION AND EXPLORE OPPORTUNITIES FOR GROWTH BY NURTURING CREATIVITY
11:40 | PANEL DISCUSSION: Are communications and marketing blending together? If so, what is future of PR?
- How is public relations shifting from a “press release” function to a strategic department that engages people through social media, events, content, animation, infographic?
- What is the new role of public relations in the digital age?
- How do PR, comms and marketing need to work together to improve the relationship between the organisation and its stakeholders?
- How can PR support the company’s business objectives by aligning what they “say” with how they “behave”?
Panel moderator:
Jackie Crossman, Principal, Red Agency
Panellists:
Angela Coombes, Public Relations Manager, NEC Australia
Suhana Lye, Head of Brand Communications, Oakley
Helen Corcoran, Marketing and Communications Director, Clean Energy Finance Corporation
Vanessa Marven, Head of Marketing and Communications, HUGO BOSS
Catherine Donovan, Head of Publicity, Network Ten
ALIGNING COMMS & PR STRATEGIES WITH THE WHOLE ORGANISATION
12:25 | INTERACTIVE DISCUSSION: How can C-suite executives work in partnership with comms and PR to drive business growth?
- Why is it critical for a company to leverage its capabilities across departments and align them with its vision and strategic direction?
- Are marketing, comms and PR all naturally coming closer together and the communications industry evolves?
- How can coordinating integration between technology, marketing, communications and PR increase business results?
- Understanding the changing needs for all types of business in Australia and working together to embrace digital transformation
Discussion leaders:
Lisa Ronson, Chief Marketing Officer, Tourism Australia
Nicole McInnes, Marketing Director Australia, eHarmony
13:10 | Networking Lunch
14:10 | Developing a News Culture and unleashing the power of information to build engagement, capability and brand
- Aligning content with organisational strategy to create brand awareness
- Comparing multi channels to identify the most suitable alternative for each audience
- Key strategies used by Royal Children’s Hospital to connect with the right customer at the right time on the right platform to improve business results
- Generating and shaping audiences to increase engagement by creating premium content
Jayne Dullard, Executive Director Communications, The Royal Children’s Hospital
14:40 | How to adapt your core products and services to successfully shift consumers’ mindset around your brand
- Responding quickly to industry changes by enabling business agility and efficiency
- Understanding how the consumers’ expectations are changing and preparing to keep up with new trends
- How the shift to digital could impact your business and the importance of staying abreast of innovative ways to reach, engage and influence consumers
Kelly Ward, Industry Promotions Manager, Dairy Australia
15:10 | Afternoon tea
15:40 | PANEL DISCUSSION: How must PR plan to develop content across a range of platforms in order to reach audiences?
- How can you reach audiences in an increasingly fragmented media environment?
- How can you develop your own content?
- What are the benefits of developing content through third parties?
- What are the key audience behaviour aspects you must take into consideration when developing content across different platforms?
Panel moderator:
Melanie King, Manager, Media & Public Affairs, The Benevolent Society and Lecturer and Tutor Public Communications, UTS
Panellists:
Allison Lee, Director, Media and Public Relations, Destination NSW
Caroline Casey, Director of Product and Audience, Yahoo 7
Lorraine Murphy, Founder & Managing Director, The Remarkables Group
16:10 | Closing remarks from the Chair and drawing of the lucky door prize!
16:20 | End of Day Two and close of the conference