6 Media and Stakeholder Relations Hydraulic Fracturing Initiative 2011
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Transcript of 6 Media and Stakeholder Relations Hydraulic Fracturing Initiative 2011
8/6/2019 6 Media and Stakeholder Relations Hydraulic Fracturing Initiative 2011
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LEVERAGING SOCIAL MEDIA AS A COMMUNICATIONS TOOL FORUNCONVENTIONAL OIL & GAS OPERATORS
Explaining How To Use Social Media As An Efcacious Tool For Educating And Engaging
Stakeholders To Counter Myths Surrounding Unconventional Oil & Gas Production
ENGAGING COMMUNITIES Evaluating Strategies For Gaining Trust In Communities Proximal To Hydraulic Fracturing
Operations & Translating Grass Roots Support Into Wider Public Acceptance
WORKING TOGETHER AS AN INDUSTRY
Developing Industry-Wide Initiatives To Put Up A United Front And Provide A Clear And Unied
Message To Engage Organized NGOs And Advance The Industry’s Position In A Hostile Media
Environment
EMPLOYEE ADVOCACYFormulating Strategies To Educate Employees And Encourage Them To
Be Brand Ambassadors To Resonate A Proud And Positive Company Image
ENGAGING WITH ENVIRONMENTAL NGOs
Understanding Ngo’s Strategies And Discussing Best Practice To Productively Combat NGOs
Across Media Platforms
Senior Industry Speakers Including
Kevin West
Managing Director External AffairsEQT Corporation
George Stark
Director of External AffairsCabot Oil & Gas
Doug HockDirector of Public
& Community AffairsEncana Oil & Gas
Anne Hedrich
Manager, E-CommunicationsApache Corporation
Nicole Nascenzi
Corporate Communications
SpecialistWilliams
Blake Jackson
Social Media Coordinator
Chesapeake
Michael Keys
VP of Strategic Affairs & Public RelationsChesapeake Energy
Media Partners:
To register: (1) 800 721 3915 info@american-business conferences.com
Working Together As An Industry To Leverage Mass Media,Social Media & Community Support
To Overcome Public Concern OverHydraulic Fracturing
UNDERSTANDING HOW UNCONVENTIONAL OIL & GAS OPERATORS CANSUCCESSFULLY DEVELOP COMPREHENSIVE MEDIA RELATIONS STRATEGIES TO
ENGAGE STAKEHOLDERS AND EDUCATE THE PUBLIC ON HYDRAULIC FRACTURING
w w w . m e d i a - s t a k e h o l d e r - r e l a t i o n s - h y d r a u l i c - f r a c t u r i n g . c o m
OCTOBER 31 –NOVEMBER 1, 2011 | HOUSTON | TEXAS | USA
S AV E $ 4 0 0 i f y o u r e g i s t e r b e f o r e Au g u s t 1 9 t h
E a r l y B o o k i n g D i s c o u n t
Dennis Holbrook
EVP of Regulatory & Public RelationsNorse Energy
John Christiansen
Director of External CommunicationsAnadarko Petroleum
Matt Pitzarella
Director of Corporate Communications &
Public AffairsRange Resources
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Sponsorship And Exhibition Opportunities At The Media & Stakeholder Relations Hydraulic Fracturing Initiative 2011
Need to generate new sales leads, launch a new product, engage key decision makers, build new future business relationships
in key markets, or simply educate the industry about a new product? Then you need to exhibit at the Media & Stakeholder
Relations Hydraulic Fracturing Initiative 2011. Our busy exhibit area is an integral part of the Summit and is of genuine
practical value to delegates, who are looking for new solutions and technologies in the area of unconventional drilling and
completions. Exhibiting at the Summit will help you to position yourself as a market leader and centre of excellence to the key
decision makers in the industry.
For further information, please email: [email protected]
or call: (1) 800 721 3915
To ensure the long term sustainability of unconventional oil & gas production in North America and
protect the industry from demands for intrusive regulation, it is vital that…
… E&P companies develop the
right tools and strategies to devise
an eective, media, stakeholder,
community and public engagement
strategy to overcome concern over
hydraulic fracturing.
Because of this, the Media &
Stakeholder Relations: Hydraulic
Fracturing Initiative 2011, will bringtogether directors from leading E&P
companies across North America,
as well as representatives from
The Summit will be held at
JW Marriot Houston Hotel5150 Westheimer RoadHOUSTON, Texas 77056
Phone: 1 713 961 1500
Fax: 1 713 599 2102
Web: www.jwmarriotthouston.com
City Area Airports:
George Bush Intercontinental Airport -
Houston - IAH
For assistance or information with travel and
accommodation please email:[email protected]
Floor Plan
the key industry associations, to
share strategies, best practice, and
case studies of the most eective
ways of communicating with all
stakeholders, through traditional
and emerging media platforms.
This is the only event designed
specically for communications
professionals in the unconventionaloil and gas industry. It will bring
together speakers from the major
E&P companies to discuss putting
S AV E $ 4 0 0 i f y o u r e g i s t e r b e f o r e Au g u s t 1 9 t h
E a r l y B o o k i n g D i s c o u n t
w w w . m e d i a - s t a k e h o l d e r - r e l a t i o n s - h y d r a u l i c - f r a c t u r i n g . c o m
up a united industry front, looking
at leveraging the internet and social
media to more eectively reach a
larger audience of stakeholders
and the public, provide case studies
of successful strategies from
grass-roots community level up
to mass media and governmental
regulation, and will oer practical,commercial solutions to drive
forward the industry’s position.
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DayOne Monday October 31st 2011
Harnessing Mass Media, Social Media And Grass-Roots
Community Support To Develop Dynamic Strategies For
Overcoming Public Concern Over
Unconventional Oil & Gas Production
DESIGNING A COMPREHENSIVE HYDRAULIC FRACTURING
MEDIA RELATIONS STRATEGY
DESIGNING A MEDIA RELATIONS STRATEGY
9.00 Understanding How Unconventional Oil & Gas
Operators Have Successfully Developed A Comprehensive
Media Relations Strategy To Engage Stakeholders And
Educate The Public
• Strategies for effectively reaching mainstream media to
promote a company message to a wider target audience and
drive education
• Breaking down the barriers to win over and leverage a hostile
and agenda-driven media, promote a positive industry image
and combat misinformation
• Understanding how to promote the larger economic and
global implications of unconventional oil & gas production to
develop the argument from a local environmental discussion
• Developing the ability to access technical and regulatory data
rapidly, condense and simplify it, to counter negative press
quickly, accurately and condentlyMicheal Kehs, VP of Strategic Aairs and Public Relations,Chesapeake Energy John Christiansen, Director of External Communications,Anadarko PetroleumDennis Holborn, EVP of Regulatory and Public Relations,Norse Energy
9.45 Extended Question & Answer Session
HYDRAULIC FRACTURING
MEDIA RELATIONS CASE STUDY
10.00 Providing A Case Study On Designing A Media
Relations Strategy To Overcome Concerns
Surrounding Hydraulic Fracturing
• Evaluating the most effective techniques for debunking
common misconceptions of the hydraulic fracturing process toovercome stakeholder concerns
• Understanding the need for being less withholding and more
transparent to truly engage and educate a misinformed media
• Sharing successful techniques in developing key messages
ahead of time to be able to proactively and rapidly combat
negative press
• Understanding how to cultivate pitches and hooks that will
appeal to mainstream media to promote a positive and accurate
industry messageMatt Pitzarella, Director of Corporate Comms and Public Aairs,Range Resources
10.40 Question & Answer Session
10.50 Morning RefreshmentsServed In Exhibition Showcase Area
LEVERAGING SOCIAL MEDIA AS A COMMUNICATION TOOL
FOR UNCONVENTIONAL OIL & GAS OPERATORS
STRATEGIES FOR USING SOCIAL MEDIA AS AN EFFECTIVE
TOOL FOR EDUCATING AND ENGAGING STAKEHOLDERS TO
COUNTER MYTHS SURROUNDING UNCONVENTIONAL OIL & GAS
PRODUCTION
HARNESSING SOCIAL MEDIA
11.20 Understanding How Social Media Can Be Utilised
Eectively By Unconventional Oil & Gas Companies
To Engage Stakeholders And Drive Public Education
• Explaining the development and growth of a successful social
media programme to provide a framework for effective social
media engagement
• The Social Media Toolbox: Gaining followers, reaching youraudience, engaging authentically and educating effectively
across multiple platforms
• Using Twitter: 140 characters and a #hashtag to broadcast a
focused content-rich message
• Developing strategies to utilise social media as an
engagement rather than broadcast tool to educate and inform
stakeholders and bypass conventional media
• Developing strategies in using social media as an effective
consultation tool to develop positive community relations onlineBlake Jackson, Social Media Coordinator, Chesapeake EnergyAnne Hedrich, Manager of e-Communications, ApacheNicole Nascenzi, Corporate Communications Specialist, Williams
12.00 Question & Answer Session
BRAND PROTECTION ONLINE
12.10 How To Protect An Unconventional Oil & Gas Brand
Online And Mitigate The Threat Of A Negative Social
Media Campaign To Minimize The Potential For
Brand Damage
• Evaluating the most effective tools and techniques to monitor
how a company is discussed online to monitor public perception
and quell unfounded criticism
•
Understanding the pitfalls of being unprepared and howmonitoring new media can be used to develop robust action
plans for public relations strategy
• Explaining the most effective monitoring tools that are
available to successfully monitor online chatter about industry-
specic issues
• Understanding how effective engagement on social media
can actually help recognize & address potential new issues to
drive a proactive relations strategyNicole Nascenzi, Corporate Communications Specialist, Williams
12.50 Question & Answer Session
1.00- 2.00 Networking LunchServed In Exhibition Showcase Area
HYDRAULIC FRACTURING
SOCIAL MEDIA CASE STUDY
2.00 Providing A Case Study On How Social Media Can
Be Used to Positively Inuence The Public And Inform
The Debate On Hydraulic Fracturing
• Explaining the most successful techniques for gaining a
following on social media platforms and starting an online
dialogue to reach a larger audience
• Developing strategies to best respond online to negative press
& mis-information in mass media, quickly and accurately to
better educate and inform the public
• Understanding the obstacles to a successful programme to
understand how to truly engage and develop a more balanced
online industry presence
• Discussing the best practices to activate stakeholders to
become industry advocates on issues affecting operating
communities to drive supportBlake Jackson, Social Media Coordinator, Chesapeake Energy
2.40 Question & Answer Session
ENGAGING COMMUNITIES
STRATEGIES FOR GAINING TRUST IN COMMUNITIES PROXIMAL
TO HYDRAULIC FRACTURING OPERATIONS & TRANSLATING
GRASS ROOTS SUPPORT INTO WIDER PUBLIC ACCEPTANCE
STAKEHOLDER ADVOCACY
2.50 Waking The Silent Majority: Evaluating How To
Practically Transpose Grass Roots Industry
Support Into Stakeholder Advocacy To Drive PublicAcceptance Of Unconventional Oil & Gas Projects
• Discussing the most effective techniques to incentivize
stakeholders to become industry advocates in the community
and in the broader arena
• Evaluating the most effective way of taking the groundswell of
support from industry benefactors to inuence the media and
subsequently the public
• Understanding the different techniques for proactive
engagement with a wide range of stakeholders from families to
elected ofcials to drive successful communication at all levels
• Rening the process for targeting the most successful forums
for direct engagement of key stakeholders and communicators
within communitiesKevin West, Managing Director of External Aairs, Cabot Oil and Gas
3.30 Question & Answer Session
3.40 Afternoon RefreshmentsServed In Exhibition Showcase Area
BUILDING COMMUNITY RELATIONS
4.10 Identifying Successful Strategies For Gaining Trust In
Communities Where Hydraulic Fracturing Is
Occurring To Become Better Corporate Citizens
• Successful strategies for building grass-roots community
support that can be transposed to high-density communities innew operational areas to minimize community uprising
• Understanding the wide range of community concerns from
water and air quality issues to potential socio-economic impacts
to proactively dispel myths and reassure communities
• Taking lessons learned from more developed plays to transfer
experiences, avoid pitfalls and educate communities on the
economic benets of industry operations
• Setting new standards for how unconventional oil & gas
companies can responsibly co-exist with communities
throughout the life of a projectDoug Hock, Director Of Community & Public Relations, EnCana Oil & Gas
4.50 Question & Answer Session
RE-BUILDING COMMUNITIES CASE STUDY
5.00 Providing Case Studies On Re-Building Trust InCommunities After An Event To Minimize Negative
Press And Protect Company Image
• Understanding the need to have strong community
relationships in place to fall-back on in case of a crisis to
mitigate the most damaging effects
• Explaining the most effective strategies for re-building a
company image after a crisis to protect the brand
• Understanding the most effective models to win back the
trust of communities to minimise national media coverage and
minimise damage to the industry
• Evaluating the most effectual media training techniques to
prepare spokespeople in putting out the most positive spin on
an event whilst maintaining consistency and accuracy
George Stark, Director Of External Aairs, Cabot Oil and Gas
5.40 Question & Answer Session
5.50 Chair’s Closing Remarks & End Of Day 1
6.00 – 7.00 Evening Cocktail ReceptionServed In Exhibition Showcase Area
S AV E $ 4 0 0 i f y o u r e g i s t e r b e f o r e Au g u s t 1 9 t h
E a r l y B o o k i n g D i s c o u n t
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08.15 Registration & RefreshmentsServed In Exhibition Showcase Area
08.50 Chair’s Opening Remarks
WORKING TOGETHER AS AN INDUSTRY
DEVELOPING INDUSTRY-WIDE INITIATIVES TO CREATE
A UNITED FRONT AND PROVIDE A CLEAR AND UNIFIED
MESSAGE TO ENGAGE ORGANIZED NGOs AND ADVANCE
THE INDUSTRY’S POSITION IN A HOSTILE MEDIA ENVIRONMENT
UNITED FRONT
09.00 Understanding How Individual Unconventional Oil
& Gas Operators Can Work Together To Create A United
Industry Front To Engage Stakeholders On The Issues
Surrounding Hydraulic Fracturing
• Understanding how the whole industry is stigmatized and
using the lack of differentiation between operators to the
industry’s advantage to cultivate powerful public relations
• Evaluating how to best work together to advance the
industry’s position without compromising the competitivenature of company operations
• Reading From The Same Playbook: How what one company
says can be attributed to the whole industry, and the ways to
leverage that to promote a consistent message
• Sharing the most effective tools and strategies to moderate
environmental concerns over the hydraulic fracturing process
and educate stakeholders on the substantial benets of oil and
gas production.Lynn Seay, Director of Media Relations, Consol Energy Je Eshelman, VP of Public Aairs & Communications, IndependentPetroleum Association of America
09.45 Extended Question & Answer Session
EMPLOYEE ADVOCACY
DEVELOPING STRATEGIES TO EDUCATE EMPLOYEES ANDENCOURAGE THEM TO BE BRAND AMBASSADORS TO
RESONATE A PROUD AND POSITIVE COMPANY IMAGE
EMPLOYEE EDUCATION
10.00 Educating Employees On Key Issues To Encourage
Advocacy And Brand Management Within An
Unconventional Oil & Gas Company
• Discussing the most efcient way to proactively educate
employees on the key issues affecting the industry to make
them more effectual communicators
• Understanding how to best mobilize employees to feel
comfortable engaging within communities to promote a proud
and positive company image
• Brand Ambassadors: How to effectively incentivize and
embed a sense of brand awareness in employees to safelypromote employee advocacy
• Understanding the best ways to use internal
communications to educate employees and maintain a
consistent corporate messageSenior Communications Representative, American Petroleum Institute
10.40 Question & Answer Session
10.50 Morning RefreshmentsServed In Exhibition Showcase Area
ENGAGING WITH ENVIRONMENTAL NGOS
UNDERSTANDING NGO’s STRATEGIES AND DISCUSSING BEST PRACTICE
TO PRODUCTIVELY COMBAT NGOs ACROSS MEDIA PLATFORMS
STRATEGIES FOR DEALING WITH NGOs
11.20 Evaluating The Inuence Of NGOs And OutliningThe Most Productive Strategies For Dealing With Them
• Examining the power and scope of environmental NGOs and
understanding their strategies to develop proactive counter-
strategies to combat their inuence
• Determining cogent approaches for dealing with extremist
organisations and understanding the effectiveness of their
position within mass media
• Understanding how to take the emotion out of the debate
and strive for a factual discussion on the larger topics
associated with unconventional oil & gas production
• Understanding how to position a message to come across
as progressive and proactive rather than defensive and
reactionary to redress the discussionChris Tucker, Spokesperson, Energy In Depth
12.00 Question & Answer Session
NGOs ONLINE
12.10 Understanding The Most Eective Ways To Combat
The Powerful Inuence of NGOs Online To Drive Towards
A More Balanced Online Discussion
• Understanding how NGOs have been so effective at
harnessing social media to reach a wide audience to develop
strategies to combat them online
• Assessing the most effective ways to leverage social mediaand pitch to bloggers to drive a successful online campaign
• Developing strategies for improving productive
communication with NGOs online to drive a more balanced
online conversation
12.50 Question & Answer Session
1.00 – 2.00 Networking LunchServed In Exhibition Showcase Area
UNDERSTANDING THE PERSPECTIVE OF MULTIPLE
STAKEHOLDERS
HEARING THE VIEWPOINT OF THE MEDIA, COMMUNITY
REPRESENTATIVES AND NGOs ON THE HYDRAULIC
FRACTURING DISCUSSION TO BETTER UNDERSTAND
CONCERNS AND CULTIVATE A MORE PRODUCTIVE, FACTUAL
CONVERSATION
MULTI-STAKEHOLDER PANEL: THE INDUSTRY
OUTSIDER VIEWPOINT
2.00 Hearing From Key Media Representatives, NGO’s
And Community Stakeholders To Better Understand
Concerns And Drive An Informed And Factual Discourse
• Understanding the key concerns and views of community
representatives to drive more proactive and transparent
education and alleviate concerns
• Examining the debate from the media perspective to better
understand how unconventional oil & gas operators can
better converse and build relations with mediaprofessionalsand
journalists
•
Engaging with an NGO representative to better understandtheir viewpoint and evaluate the most effective techniques for
cultivating a more constructive and transparent relationship
• Evaluating the most effective strategies for constructive
non-divisive rhetoric between multiple stakeholders to
develop stronger relationships with key gures in the hydraulic
fracturing debateDouglas E. Hill, Executive Director , County CommissionersAssociation of PA
2.50 Question & Answer Session
CRISIS COMMUNICATIONS & SHALE
DEVELOPING ROBUST CRISIS COMMUNICATIONS PLANS
AND MANAGING THEM ACROSS NEW MEDIA PLATFORMS TO
RESPOND QUICKLY AND EFFECTIVELY AND MINIMIZE NEGATIVE
PRESS
CRISIS COMMUNICATIONS STRATEGY
3.00 Developing A Comprehensive Crisis Communications
Strategy Specic To Unconventional Oil & Gas To Respond
And Drive Quick Resolution
• Anticipating the wide range of potential crises an
unconventional oil & gas company could face to develop
strategies to respond quickly and effectively
• Developing the capability to provide accurate information to
a dynamic media immediately and with condence to promote
the image of industry competence
• Proactively planning for the next potential public relations
crisis by promoting erudition of technological innovations to
develop action plans for future issues
• Evaluating internal crisis response plans for dealing
with weather events and their potential to bring down
communication lines to drive business continuity
3.40 Question & Answer Session
3.50 Afternoon RefreshmentsServed In Exhibition Showcase Area
CRISIS COMMUNICATIONS IN NEW MEDIA
4.20 Providing Case Studies To Understand The Best
Methods For Using The Internet And Social Media As Part
Of An Eective Crisis Communications Strategy• Evaluating how new media can be used to get ahead of a
story and develop immediate proactive responses to minimize
and spin negative press
• Understanding the importance of an online presence for
brand protection and analyzing the pitfalls to avoid repeating
new media mistakes
• Evaluating the lessons learned from crisis communications
online to learn the positives that can be drawn from engaging online
• Understanding how to successfully monitor new media
platforms to pre-empt potential issues and decrease lead
times in media responseLinda Rozett, VP Of Communications, American Petroleum Institute
5.00 Question & Answer Session
ENGAGING WITH REGULATORS & REGULATION
INFLUENCING REGULATORS & COMMUNICATING REGULATIONS
SUCCINCTLY TO THE PUBLIC
REGULATORY AFFAIRS
5.10 Understanding The Most Eective Ways To Stay
Current With Regulations And Framing Them In A Way
To Relay To The Public
• Evaluating the most cogent techniques for sourcing the
myriad of environmental regulations to reduce lead time in
response to media and public questions
• Understanding how to boil down highly technical regulatory
information into a concise yet informative format to make
regulatory data amenable to a public audience
• Repackaging scientic language and regulations into asuccinct, understandable format to the lay person and deliver
key messages most effectively
• Understanding how to stay current with new and upcoming
regulations as a communication professional to drive proactive
public relations
5.40 Question & Answer Session
5.50 Chair’s Closing Remarks And End Of Conference
Understanding The Latest Strategies For Educating NGOs,
Regulators And Employees On The Key Issues Surrounding
Unconventional Oil & Gas Production And Creating
A Comprehensive Crisis Communications Strategy
DayTwo Tuesday November 1st 2011
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i f y o u r e g i s t e r b e f o r e Au g u s t 1 9 t h
E a r l y B o o k i n g D i s c o u n t
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Media & Stakeholder Relations Hydraulic Fracturing 2011 YES
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