charliepownall.com June 2014

CHARLIE POWNALL

Communications & Social Media Skills Training

The internet and social media play a major role in shaping perceptions of companies, governments and institutions. Power is now in the hands of customers and other stakeholders. Smart organisations are creating value by focusing on building lasting relationships with customers and stakeholders and proactively managing their reputations. Many others take a tactical or reactive approach. Charlie Pownall provides workshops and training events for organisations looking to improve their ability to devise and implement strategic, sustainable communications and reputation programmes employing social media. Charlie brings a wealth of knowledge as a communications consultant, practitioner, speaker and writer. He has trained thousands of employees across a wide range of industries and markets, including Australia, China, India, Indonesia, Hong Kong, Japan, Malaysia, Singapore, South Korea, Taiwan and the UAE.

charliepownall.com June 2014

Training Approach & Experience

Charlie Pownall’s workshops are focused on moving your people from understanding communications and social media to ensuring that they are able to plan, participate in, evaluate and optimise effective programmes effectively and efficiently. The workshops are relevant to company leaders and communications, marketing and social media professionals working in corporations and public sector bodies. He also provides training to communications agencies. Approach Charlie Pownall’s approach to training is informed by the following core principles:

Customised: with content, case studies and best practice examples drawn from your industry/category and region/country and dependent on agreed learning goals and levels of experience.

Participatory: through a focus on practical skills development, scenarios and individual and team-based exercises. Video and humour inform, entertain and motivate.

Sustained: content is available in a range of accessible and value-added formats, with teams able to ask questions and share experiences with faculty on an ongoing basis.

Experience Charlie has trained thousands of corporate, government and communications agency employees in a wide range of organisations, including: Abu Dhabi National Insurance Company AIA American Express Allen & Overy AXA Bahrain Ministry of Housing Barclays Capital Burson-Marsteller Compass Public Relations Dubai Electricity & Water Authority Edwards Wildman Emirates NDB EY (Ernst & Young) Essence Communications

Exxon Mobile FedEx Franklin Templeton Investments Hewlett-Packard Huawei Hong Kong Broadband Network Hong Kong Civil Service Training & Development Institute Indofood Indosat Japan Tobacco International LG Electronics Megaman Monsanto Philip Morris International Qatar National Bank

Salalah Methanol Company Seagate Singapore Energy Market Authority Singapore Ministry of Finance Singapore National Arts Council Singapore Prison Service Singapore Tourism Board Swire The Peninsula Hotels Thyssen Krupp Vodafone Wataniya Telecom Zain

charliepownall.com June 2014

Training Workshops

Charlie Pownall’s communications and social media workshops are highly modular and can be

customised to each client’s requirements. Workshops on related topics can also be developed.

Reputation Risk & Resilience

Reputation is considered the top business risk to many organisations. Drawing on case studies

and examples from a wide variety of sectors, this workshop sets out a clear framework for

companies to assess their reputations, identify ‘traditional’ and online reputation risks and put in

place appropriate safeguards to mitigate, manage and evaluate these risks on an ongoing basis.

Duration: One day

Social Media Risk Assessment Social media is now seen as a significant business risk. Using case studies, exercises and tried and tested methodologies, this highly practical workshop helps organisations identify, assess and prioritise social media threats and vulnerabilities, including strategic, operational, behavioural, legal/regulatory and technological/informational risks. Participants will leave the workshop with a social media risk assessment relevant to their organisation. Duration: One day

Social Media & Crisis Communications

Social media is making crises harder to anticipate, manage and recover from. This workshop

equips participants with a better understanding of how crisis communications is changing, and

helps them plan for, manage and recover from serious incidents emanating from or playing out

on social media. As an option, an as-live digital/social crisis scenario (see below) will test

participants’ abilities to respond to a crisis using digital and social media.

Duration: One or two days

Social Media Crisis Simulation

There is no better way to learn how to handle a crisis than having been through one. This

workshop enables teams to respond to a crisis in social media in a hands-on, private

environment that brings alive the dynamics of a serious incident across multiple social and web

platforms. Social media crisis simulations can be used to test existing crisis plans and

vulnerabilities, improve the ability of online community teams to handle activist attacks and

other challenging incidents, or to stress-test customer service teams.

Duration: One day

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charliepownall.com June 2014

Social Media Planning & Strategy It is one thing to be heard, it’s another to win people over to your side. Many organisations continue to approach social media primarily as a push medium, whereas its real value lies in two-way communication, engagement and collaboration. Based on an established five-step process, this workshop draws on extensive case studies and examples to show participants how to conduct online audience research and develop an effective social media strategy aligned with business and communications goals and culture. Duration: One day

Strategic Online Reputation Management Drawing on examples of companies suffering significant online meltdowns and those successfully managing their online reputations, this workshop sets out how institutions can protect their reputations online by assessing, mitigating and managing the many ‘traditional’ and online risks. As an option, participants can learn how to manage online issues and negative online dialogue (see below). Duration: One or two days

Online Issues & Dialogue Management

From volatile bloggers and rogue employees to activist customers, local communities and

NGOs, all manner of potentially damaging issues are being played out in social media. Using

case studies, best practices and exercises, this highly interactive workshop drills participants in

the principles and practices of how to respond to a range of common damaging online incidents.

Duration: One day

Online Community Management Online customers are turning to social communities such as Facebook or Sina Weibo over call centres. Smart firms are putting considerable investment and resource into managing their social media-based communities, yet many continue to overlook customer service demands in favour of a marketing-led approach. This workshop explores the principles and practices of managing official online communities, including content, conversations, promotion and measurement.

Testimonials are available upon request.

charliepownall.com June 2014

Biography

Charlie Pownall is a communications consultant and trainer with over twenty years’ experience in

Public Relations and Digital Communications.

A specialist in Corporate Communication, Social Media

Communication and Online Reputation Management, Charlie

Pownall was previously Managing Director (Asia-Pacific) at public

relations and public affairs consultancy Burson-Marsteller, Group

Communications Manager at advertising and marketing services

network WPP and Group Communications Director at SYZYGY

Group AG. He started his career with the European Commission as

a press officer and speechwriter.

Charlie Pownall has advised a wide range of organisations across

many sectors, including Bayer, BP, Boots, CIMB Bank, EADS,

Huawei, LG Electronics, London Business School, London South

Bank Centre, Novartis, Qualcomm, Singapore government, The

Peninsula Hotels and The V&A Museum.

He writes extensively on marketing and communications for a range of publications, including

Business2Commmunity, Public Affairs Asia, PR Week and Social Media Today, and has authored white

papers and reports on reputation management, stakeholder reporting and investor relations. His

Corporate Reputation In The Digital Age white paper was honoured at WPP’s prestigious annual Atticus

Awards 2011.

His book Managing Online Reputation will be published early 2015 by Palgrave Macmillan.

Charlie Pownall is Chairman of the Communications and Marketing Committee at the American

Chamber of Commerce in Hong Kong.

charliepownall.com June 2014

Contact

Thank you for your interest. To find out more

about how Charlie Pownall can help with your

training requirements, please contact:

CPC & Associates

Nam Wo Hong Building

148 Wing Lok Street

Sheung Wan

Hong Kong.

Tel: +852 6013 6201

Email: cp@charliepownall.com

Twitter: @cpownall

Skype: charliepownall