IPRA 2010 Official Book

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This year Peru will host the Public Relations World Congress which will bring together the world’s foremost experts

in this field for the first time in our country. Notable professionals from five continents will arrive in Lima to share

with their colleagues from all over the world -including Peruvians- trends, cases and results of communication in

companies and private organizations, government and public institutions in general.

I value the high level reached by Universidad de San Martín de Porres in the discipline of public relations and I welcome

its initiative. This Congress will be held in Latin America after �5 years, easing the participation of our countrymen and

our Latin American brothers and sisters.

In Peru, the State and the private sector, in this case the academic sector, are working together to strengthen our

image as a competitive place for business meetings and also to show the capacity and competence of Peruvians,

exposing our local talent, establishing links with major companies and global organizations, learning what is being

done in the world in order to do it better, based on previous experience.

For all this, we invite communication professionals from around the world to take part in this Congress and to discover

our country. Peru awaits you with open arms and anticipates your return.

President of the Republic of Peru

Alan García Pérez

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On behalf of Universidad de San Martín de Porres, I am pleased to welcome the distinguished

authorities and members of the International Public Relations Association - IPRA, coming from

the different latitudes of the globe, as well as all the attendants to the XIX IPRA World Congress,

which our University and IPRA itself have had the initiative of bringing to Latin America, and

which will turn Lima into the world capital of Public Relations.

In its permanent search for excellence, Universidad de San Martín de Porres outstands as a

leading university, educational and humanistic community that promotes knowledge and values,

research, training and update through international, academic and professional exchanges for

its professors and students. This is the frame of our relationship with IPRA, which honored our

University by trusting us the organization of this outstanding world congress.

The XIX Public Relations World Congress has also a special meaning for Universidad de San

Martín de Porres, since the mission trusted by IPRA is fair to the School of Communication

Sciences, Tourism and Psychology for its large achievements in the development of Public

Relations and its organizational skills, renowned in Peru and all over the continent.

Please receive our warmest greetings, and welcome once again to the Congress.

RectorUniversidad de San Martín de Porres

Raúl Bao García

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On behalf of the members of IPRA, it is a great pleasure and honor to work with Universidad de San

Martín de Porres for the organization of IPRA �0�0 - XIX Public Relations World Congress. For us this

is a great opportunity to reaffirm IPRA’s mission and to renew our historic ties with Latin America.

This is our third World Congress in this part of the world and I know that it will live up to the reputation

earned by previous events. I am also sure that all delegates will return home with many wonderful

memories of times spent in Peru and new perspectives, new views, new friends and professional

contacts.

PresidentInternational Public Relations Association - IPRA

Elizabeth Goenawan Ananto

As Dean of the School of Communication Sciences, Tourism and Psychology of Universidad de

San Martín de Porres, I would like to express my warmest greetings and recognition to the IPRA

Board Members and the speakers for their valuable participation in the XIX Public Relations World

Congress. Your knowledge, experience and qualified professional and academic biographies become

an invaluable contribution to the development of a profession and its strategic performance.

My recognition also to public relationists, communicators and other specialists for your interest in

participating in the top public relations event worldwide, where you will share spaces for analysis

and insight. You will also have the opportunity to analyze an exceptional vision of the knowledge

and practice of a profession that is increasingly needed today in the corporate world and the

organizations as well.

The position reached by public relations in Peru and in the world; the teaching and promoting task of

our University in this same field; and in this opportunity the presence in Lima of outstanding Public

Relations professionals from different continents guarantee an event that given its speakers and

organization will represent a milestone that will be pleasantly remembered in the history of IPRA

world congresses.

I reiterate my warmest welcome to IPRA �0�0 - XIX Public Relations World Congress, the first in the

��st century in the American Continent, certain that both Lima and Universidad de San Martín de

Porres will be deserving hosts.

Dean of the School of Communication Sciences, Tourism and Psychology Universidad de San Martín de Porres

Johan Leuridan Huys

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Committees

Organizing Committee

Johan Leuridan Huys | PeruDean of the School of Communication Sciences, Universidad de San Martín de Porres.

Amybel Sánchez Tello | Peru Director of the Department of Academic Extension and Community Relations of the School of Communication Sciences, Tourism and Psychology, USMP.

Antonio Nogüero | SpainProfessor, Universidad Autónoma de Barcelona.

Donald Wright | United StatesProfessor, Boston University.

Johan Leuridan Huys | USMPDean of the School of Communication Sciences, Tourism and Psychology from Universidad de San Martin de Porres. Re-elect President of the Latin American Association of Public Relations University Careers (ALACAURP). Re-elect President of the Peruvian Association of Schools of Communication Sciences (APFACOM) for the �009 – �0�� period. He was honored by the Gourmand Cookbook Awards as Best Editor of Gastronomy Books in the World, in Orebro, Sweden in �005. During his term of office, the School has published over �90 books to date.

Scientific Committee

Emilio Solórzano Hernández | PeruProfessor, Universidad de San Martín de Porres.

James E. Grunig | United StatesProfessor Emeritus, University of Maryland.

Raúl Vargas | PeruNews Director, Radio Programas del Perú.

Robert W. Grupp | United StatesPresident and CEO, The Institute for Public Relations.

Elizabeth Goenawan Ananto | IPRAIPRA �0�0 President. Founder and CEO of EGA Briefings. Coordinator of MM Communication from Universitas Trisakti. Besides being a professor since �978, she has provided professional support to executives from different companies and governmental institutions. She has participated in professional conferences and forums in different universities. She is the Director of the Clean Up The World Campaign in Indonesia, under the sponsorship of the United Nations Environment Programme (UNEP).

Amybel Sánchez Tello | USMPResponsible for the organization of the IPRA �0�0 Congress. Director of the Department of Academic Extension and Community Relations (EPU) of the School of Communication Sciences, Tourism and Psychology, Universidad de San Martin de Porres. Since �009, she represents Peru before the International Public Relations Association (IPRA), with headquarters in London, United Kingdom. She is currently IPRA´s Official Council Representative in Peru for a �-year period.

James Holt | IPRAAfter �5 years as a PR consultant in Europe, the United States, and Mexico, James Holt joined IPRA as CEO in �000, and he currently holds this position. IPRA is the most important and respected organization for Public Relations professionals worldwide. Founded over 50 years ago, and with more than �,�00 members from over �00 countries, it holds the category of Consultant for the United Nations as well as for UNESCO. It promotes leadership in Public Relations and provides its members with the necessary input to succeed in their professional responsibilities.

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General program - Speakers and panelists

TIME TUESDAY 1, JUNE

Registration of participants

Opening Ceremony

Plenary Session 1: THE POWER OF PUBLIC RELATIONSIN THE BUSINESS ENVIRONMENT

�0:�5 - ��:05

09:�5 - �0:05

09:00 - 09:�5

07:00 - 09:00

�0:05 - �0:�5

PANEL DISCUSSIONTHE POWER OF PUBLIC RELATIONS IN THE BUSINESS ENVIRONMENT.

Moderator: Gonzalo Zegarra. Executive Director, Apoyo Publicaciones.

Panelists:- Jon Higgins. Partner and International Executive Director, Ketchum. - Antonio Tamayo. President, Hill & Knowlton - Mexico. - Pedro Pablo Kuczynski. Former Prime Minister of Peru.

Coffee Break��:05 - ��:�0

Plenary Session 2: PUBLIC AFFAIRS AND INTEREST MANAGEMENT

��:�0 - ��:00

��:�0 - ��:00

��:00 - ��:�0

PANEL DISCUSSIONPUBLIC AFFAIRS AND INTEREST MANAGEMENT.Moderator: Charles Philbrook. Director of Economic Studies, Datum Internacional S.A.

Panelists:- Felipe Gutiérrez. Executive President, Concertum.- Mark Klugmann. Latin American Political Consultant and Former White House Official.- Patricia Teullet. General Manager, COMEX Perú.- Robert Grupp. President and CEO, Institute for Public Relations.

Lunch��:00 - �5:00

PARALLEL ROOMS

Room A: INTERNAL AND EXTERNAL COMMUNICATION

Room B: CRISIS MANAGEMENT

Room C: REPUTATION

THE CHALLENGES OF CORPORATE REPUTATION RISK AND CRISIS MANAGEMENT.Michael Okereke. President, Mike Okereke Consulting.

THE GLOBAL CRISIS AND THENEW IMF.Andreas Adriano. Media Relations Officer for Latin America and the Caribbean, International Monetary Fund - IMF.

IDENTITY, AUTHENTICITY AND REPUTATION: THE DYNAMIC TRIAD.Juan Carlos Molleda. Professor and Coordinator of the Department of Public Relations from the School of Journalism and Communications, University of Florida.

INTERNATIONAL MODELS TO MANAGE REPUTATION AND THE PERUVIAN DATA: DO THEY FIT?Gabriel Ortiz de Zevallos. Executive President, Apoyo Comunicación Corporativa.

�5:00 - �5:�0

CONNECTIONS: A PERSONAL AND PROFESSIONAL JOURNEY.Jon Higgins. Partner and International Executive Director, Ketchum.

THE POWER OF PUBLIC RELATIONS.Antonio Tamayo. President, Hill & Knowlton Mexico.

INTEGRATING STRATEGIC COMMUNICATIONS WITH PUBLIC AFFAIRS: WHEN PUBLIC AFFAIRS, PUBLIC RELATIONS AND ISSUES MANAGEMENT CONVERGE.

Robert Grupp. President and CEO, Institute for Public Relations.

PLAYING TO WIN: WHEN POLITICS AND BUSINESS COLLIDE.Mark Klugmann. Latin American Political Consultant and Former White House Official.

�5:�0 - ��:00

CASE PRESENTATION

SUCCESSFULL COMMUNICATION IN MULTI-COUNTRY PROJECTS. Luisa García. Partner and CEOfor Peru and Central America, Llorente & Cuenca.

RETRO-AVANT-GARDE COMMUNICATION. WHAT PUBLIC RELATIONS CAN LEARN FROM ARTISTIC MOVEMENTS?Dejan Vercic. Founding partner, Pristop - Llubljana.

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�7:�0 - �7:50

TIME WEDNESDAY 2, JUNE

Plenary session 3: STRATEGIC THINKING AND PLANNINGIN PUBLIC RELATIONS

�0:�5 - �0:50

09:�5 - 09:�0

09:�0 - �0:�5

PANEL DISCUSSIONSTRATEGIC THINKING AND PLANNING IN PUBLIC RELATIONS.Moderator: Gabriel Ortiz de Zevallos. Executive President, Apoyo Comunicación Corporativa.

Panelists:

- Carlo Reyes. Image and Communications Manager, BBVA Banco Continental.

- Daniela Maúrtua Briseño-Meiggs. Corporate Communications Coordinator - Bolivia, Ecuador, Peru, Siemens.

- Donald Wright. Professor, Boston University.

- James E. Grunig. Professor Emeritus, University of Maryland.

THE CONTRIBUTION OF PUBLIC RELATIONS TO ORGANIZATIONAL STRATEGY AND GOVERNANCE. James E. Grunig. Professor Emeritus, University of Maryland.

THE IMPORTANCE OF STRATEGY IN EFFECTIVE PUBLIC RELATIONS.Donald Wright. Professor, Boston University.

Coffee Break�0:50 - ��:�0

Plenary session 4: MANAGEMENT INDICATORS IN PUBLIC RELATIONSHIPSAND HOW TO MEASURE THEM

Blanca Fullana. Associate Professor, Universidad Pompeu Fabra - Spain.��:55 - ��:�0

OVERCOMING THE CHALLENGE OF MEASURING RESULTS IN COMMUNICATION.

��:�0 - ��:05


��:�0 - ��:50

CASE PRESENTATION

COMMUNICATION IN TELEFÓNICA. Ludwig Meier Cornejo. Director of Institutional Relations and Corporate Communication, Telefónica del Perú.

FROM THE MONOLOGUE TO CORPORATE DIALOGUE: EXPLORING COMMUNICATION MODELS USED IN THE MINING-ENERGY INDUSTRY IN PERU.María del Carmen de la Flor. Project Director, Comunica Consulting Group.

WHY COUNTRIES NEED BRANDING TOO?Santiago Hinojosa. President and CEO, Burson-Marsteller in Latin America.

��:50 - �7:�0

CASE PRESENTATION

A SMARTER WORLD: IBM’S NEW VISION FROM A PERSPECTIVE OF INTEGRATED COMMUNICATIONS. Carolina Carrillo. Marketing and Communication Manager for Peru, Ecuador, Bolivia, Uruguay and Paraguay, IBM.

PANEL DISCUSSION

CRISIS MANAGEMENT. Moderator: Humberto ArnillasMarketing Manager, National Mining,Oil and Energy Society – SNMPE.

Panelists:- Andreas Adriano. Media Relations Officer for Latin America and The Caribbean, International Monetary Fund - IMF.- Katarina Steinwachs, Corporate Communication Manager for the South American Region (except Brazil), Siemens. - María del Carmen de la Flor. Project Director, Comunica Consulting Group. - Michael Okereke. President, Mike Okereke Consulting.

PANEL DISCUSSIONREPUTATION.Moderator: Nigel Chism. Treasurer, International Public Relations Association - IPRA.

Panelists:- Gabriel Ortiz de Zevallos. Executive President, Apoyo Comunicación Corporativa.- Juan Carlos Molleda. Professor and Graduate Coordinator of the Department of Public Relations, University of Florida. - Santiago Hinojosa. President and CEO, Burson-Marsteller in Latin America.

Yanina Budkin. Senior Communication Officer for Chile, Paraguay and Uruguay, World Bank.

PR INDICATORS - CONCEPT AND CHALLENGES REGARDING BRAND EQUITY IN THE 21st CENTURY.

DEVELOPING MEASUREMENT IN PUBLIC RELATIONS. WHAT DO WE NEED TO COMPETE?

��:�0 - ��:55

Ana Tkalac Vercic. Associate Professor, University of Zagreb - Croatia. ˇ ˇ

PANEL DISCUSSIONINTERNAL AND EXTERNAL COMMUNICATION. Moderator: Claudia Herrera. Executive Director, ECO Comunicaciones S.A.C. Perú.

Panelists:- Carolina Carrillo. Marketing and Communication Manager for Peru, Ecuador, Bolivia, Uruguay and Paraguay, IBM.- Dejan Vercic. Founding Partner, Pristop - Llubjana.- Gisella Rojo. Corporate Affairs and External Communications Manager, Nestlé.- Ludwig Meier Cornejo. Director of Institutional Relations and Corporate Communication. Telefónica del Perú. - Luisa García. Partner and CEO for Peru and Central America, Llorente & Cuenca.

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09:00 - 09:�5 PRESENTATION OF A STUDY ON PUBLIC RELATIONS IN PERU PREPARED BY IPSOS APOYO.Alfredo Torres. Executive Chairman, Ipsos Apoyo.

RELATING TO THE BUSINESS ENVIRONMENT AND TO SOCIETY - EXPERIENCES AT SIEMENSKatarina Steinwachs. Corporate Communication Manager for the South American Region(except Brazil), Siemens.

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Lunch��:00 - �5:00


��:�0 - �7:00��:�0 - ��:50

CASE PRESENTATION

FULL ESPECTRUM ENGAGEMENT.Olav Ljösne. Senior Communications and International Operations Manager, Shell.

�7:00 - �7:50

��:50 - �7:�0

PANEL DISCUSSION

BRAND COMMUNICATION.Moderator: Robinson Vélez. General Manager, Burson-Marsteller Peru.

Panelists:- Deborah Charnes Vallejo, Vice President and Public Relations Director, Bromley Communications.- Hernán Lanzara. Public Affairs and Corporate Communication Manager, Trans Andean Franchise Unit, Coca Cola.- Laura Schoen. Responsible of Operations in Latin America, Weber Shandwick.

CASE PRESENTATION COMPAÑÍA MINERA ANTAMINA: DRIVING THE SUSTAINABLE DEVELOPMENT OF ANCASH.Pablo de la Flor. Vice President of Corporate Affairs and Environment, Compañía Minera Antamina.

CASE PRESENTATIONCORPORATEREPUTATION: BACKUS CASE.Fernando Hilbck.Corporate Affairs Director, Backus.

�7:�0 - �7:�0

�7:�0 - �8:00

PARALLEL ROOMS

Room B: MANAGEMENT INDICATORS/RELATIONSHIP WITH THE MEDIA

Room A: BRAND COMMUNICATION

Room C: SOCIALRESPONSIBILITY

�5:00 - �5:�0

PANEL DISCUSSIONRELATIONSHIP WITH THE MEDIA.Moderator: José Luis Patiño. Analyst from the Economic and Financial Information Update, Radio Programas del Peru.

Panelists:- Aldo Mariátegui. Director of Correo newspaper. - Gary Wells. Senior Managing Director, Dix & Eaton.- Gonzalo Zegarra. Executive Director, Apoyo Publicaciones. - Raúl Vargas. News Director, Radio Programas del Perú.

CASE PRESENTATION

REACHING THE NEW LATIN AMERICAN CONSUMER.Laura Schoen. Responsible of Operations in Latin America, Weber Shandwick.

CASE PRESENTATION

PORK IS GOOD: A SUCESSFUL BRANDING CAMPAIGN.Deborah Charnes Vallejo, Vice President and Public Relations Director, Bromley Communications.

SOCIAL RESPONSIBILITY.Larissa Grunig. Professor, University of Maryland.

CASE PRESENTATION

SAUDI ARAMCO CASE.Faisal S. Al Zahrani. Director of Media Relations and Publications, Saudi Aramco.

PANEL DISCUSSIONSOCIAL RESPONSIBILITY.Moderator:Cecilia Rizo Patrón. Knowledge Manager Director, Perú �0��.

Panelists:- Faisal S. Al Zahrani, Saudi Aramco.- Fernando Hilbck, Backus.- Olav Ljösne, Shell.- Pablo de la Flor, Compañía Minera Antamina.

PANEL DISCUSSION

MANAGEMENT INDICATORS.Moderator: Luisa García. Partner and CEO for Peru and Central America,

Llorente y Cuenca.

Panelists:- Ana Tkalac Vercic. Associate Professor, University of Zagreb - Croatia. - Blanca Fullana. Associate Professor, Universitat Pompeu Fabra - Spain. - Yanina Budkin. Senior Communications Officer for Chile, Paraguay and Uruguay, World Bank.

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IF MEDIA ARE IN SUCH TERRIBLE DECLINE, WHY IS MEDIA RELATIONS IN SUCH

TERRIFIC DEMAND?Gary Wells. Senior Managing Director,Dix & Eaton.

�5:�0 - ��:00

CASE PRESENTATION

COCA COLA, THE HAPINESS FACTORY.Hernán Lanzara. Public Affairs and Corporate Communication Manager, Trans Andean Franchise Unit, Coca Cola.

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�5:�0 - ��:0009:55 - �0:�5

Plenary Session 5: SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATION

��:�0 - ��:�5

��:00 - ��:�0

PANEL DISCUSSION SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATIONS.Moderator: César Mauricio. Professor, Universidad de San Martín de Porres.

Panelists:

- Alberto Arébalos. Director of Global Communications and Public Affairs for Latin America, Google Inc.

- Leonardo Ortiz-Villacorta. Director of Public Affairs and Communications, Microsoft Corporation.

- Mauricio Andújar. Director of Business Development and Strategic Planning, A�-Perú.

Alberto Arébalos. Director of Global Communications and Public Affairs for Latin America, Google Inc.

Leonardo Ortiz-Villacorta. Director of Public Affairs and Communications, Microsoft Corporation.

Coffee Break�0:50 - ��:�0

��:�0 - ��:00

Plenary Session 6: POLITICAL COMMUNICATION

��:�0 - ��:�5

�5:�5 - ��:�0

POLITICAL COMMUNICATION AS BRAND COMMUNICATION?Harald Zulauf. CEO, Media Consulta.

THE NEW POWERS OF CITIZENS IN POLITICAL COMMUNICATIONS.Christophe Ginisty. Founder and Managing Director, Rumeur Publique.

Lunch��:�5 - �5:00

�5:00 - �5:�5

��:�5 - �7:�5 Conclusions and closing ceremony

TIME THURSDAY 3, JUNE

PARALLEL ROOMS

Room A: COMMUNICATION CAREERS: WHAT IS THE APPROACH FOR THE FUTURE?

CASE PRESENTATION

PUBLIC RELATIONS IN THE EXTRACTIVE INDUSTRY - THE SOUTHERN PERU CASE.Guillermo Vidalón. Vice President of the Image and Communication Committee, National Mining, Oil and Energy Society.

COMMUNICATION CAREERS: WHAT IS THE APPROACH FOR THE FUTURE?James Grunig. Professor Emeritus, University of Maryland.

CASE PRESENTATION

CASE FROM UNIVERSIDAD DE SAN MARTÍN DE PORRES: PUBLIC RELATIONS, A GLOBAL GLANCE.Carolina Spell. Responsible for Public Relations Department, USMP.Alicia Perea. Head of the Public Relations Unit from the Department of University Projectionand Community Relations, USMP.

09:00 - 09:�0

09:�0 - 09:55

CASE PRESENTATION

PROMOTING SUSTAINABILITY IN INTEGRAL PROJECTS - THE SOUTH INTEROCEANIC CASE.Jorge Barata. Representative in Peru, Odebrecht.

CASE PRESENTATION

PUBLIC RELATIONS STUDIES IN SPAIN FROM THE PERSPECTIVE OF THE NEW EUROPEAN SPACE IN HIGHER EDUCATION.Antonio Nogüero. Professor, UniversidadAutónoma de Barcelona - UAB.

�5:�0 - ��:00

�0:�5 - �0:50

PANEL DISCUSSION

COMMUNICATION CAREERS: WHATIS THE APPROACH FOR THE FUTURE? Moderator: Donald Wright, Professor, Boston University.

Panelists:- Alicia Perea. Head of the Public Relations Unit of EPU, USMP. - Blanca Fullana. Associate Professor, Universitat Pompeu Fabra, Spain. - James Grunig. Professor Emeritus, University of Maryland. - Carolina Spell, Responsible for Public Relations Department, USMP. - José Luis Ibarra. Communication and Foreign Manager, Repsol Peru.

09:55 - �0:�0

CASE PRESENTATION

SOCIAL CORPORATE RESPONSIBILITY: GENERATING CONSENSUS ON THE INDONESIAN UPSTREAM OIL & GAS ACTIVITIES.Amir Hamzah. Vice President of External Relations, BPMIGAS.

�0:�0 - �0:50

PANEL DISCUSSION

COMMUNITY RELATIONS: HOW TO REACH CONSENSUS.Moderator: Juan Carlos Molleda. Professor and Post Graduate Coordinator of the Public Relations Department, University of Florida.

Panelists:- Amir Hamzah. Vicepresident of External Relations, BPMIGAS.- Guillermo Vidalón. Vice President of the Image and Communication Committee, National Mining, Oil and Energy Society - SNMPE. - Jorge Barata. Representative in Peru, Odebrecht.

SOCIAL MEDIA: RE-WRITING THE RULES OF CORPORATE COMMUNICATION.

SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATIONS.

Room C: COMMUNITY RELATIONS: HOW TO REACH CONSENSUS?

PANEL DISCUSSION POLITICAL COMMUNICATION.Moderator: Raúl Vargas. News Director, Radio Programas del Perú.

Panelists:

- Christophe Ginisty. Founder and Managing Director, Rumeur Publique.

- Harald Zulauf. CEO, Media Consulta.

- José Elice Navarro. Executive Director, Reflexión Democrática.

09:00 - 09:�5

09:�5 - 09:55

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Plenary Session 1 THE POWER OF PUBLIC RELATIONS IN THE BUSINESS ENVIRONMENT

Tuesday 1, June

Antonio Tamayo | Hill & Knowlton – MexicoPresident.

Jon Higgins | KetchumSenior Partner and CEO International.

Pedro Pablo Kuczynski Former Prime Minister of Peru.

THE POWER OF PUBLIC RELATIONS IN THE BUSINESS ENVIRONMENT.ModeratorGonzalo Zegarra | Apoyo PublicacionesExecutive Director.

PANELISTSPANEL DISCUSSION

Jon Higgins’ personal journey from a tiny U.S. town with just one stoplight to traveling the globe as Senior Partner, CEO International for Ketchum mirrors the incredible growth in reach and sophistication of the Public Relations industry itself. From the time, early in his career, when companies often treated PR as an afterthought, a mere adjunct to advertising, to now, when effective, refined communication is so central to every business strategy - and PR metrics often outperform advertising -Jon has experienced the transformation of the industry first-hand. What has not changed, he believes, is the simple power of connecting, whether with a handshake in some far-flung outpost of the industry (like Uzbekistan, where � years ago Ketchum had the only PR office in the country), or digitally, with words and pictures sent anywhere on the planet at the speed of an electron. Jon will draw on his own story to take a broad, wide-ranging, and global look at Public Relations – an industry he believes is only beginning to tap its full potential.

Jon Higgins | KetchumSenior Partner and CEO International.

He is responsible for overseeing all worldwide offices outside North America for Ketchum. Prior to assuming this role in �008, Jon was CEO of Ketchum in Europe, the Middle East and Africa (EMEA), covering offices in the United Kingdom, Germany, France, Spain and Italy. While CEO of Ketchum London, among the accolades the London office garnered included being named the U.K.´s fastest-growing top-tier agency in �00�, being recognized by The Financial Times as one of the “UK´s 50 Top Great Places to Work” and being designated by PR industry pundit Paul Holmes as the “Best Place to Work in Europe”. After six years working with Ketchum in California, it became the number-one agency in the Bay Area.

CONNECTIONS: A PERSONAL AND PROFESSIONAL JOURNEY.

This presentation will analyze the factors that contributed to the development of the discipline until its current status, as well as the challenges facing public opinion, authorities and consumer groups. The public relations areas that are being threatened will be mentioned as well as the need and the reason why their strategic role should be recovered, and their contribution to business success, illustrated through some Latin American cases. Examples will include some business factors that are addressed by public relations: The need companies and industries have to maximize their supply in the revival of a world economy that has been strongly impacted by global crisis.• The continuous evolution of CEO’s needs and objectives.• The opportunity of using “new” resources such as social networks to interact with the consumer• The collapse of reputation among important institutions (i.e. banks)

Responsible for overseeing public relations services, especially in crisis management. He is the leader of H&K’s Health and Wellness for Latin America. He has lead several regional communications and public relations initiatives for multinational companies in the food, health and consumer marketing industries. Antonio is co-founder and former president of the Mexican Professional Public Relations Agencies Association. Mr. Tamayo was Vice President of Bermudez & Associates, a Los Angeles-based advertising, marketing and public relations company, specialized in the Hispanic market.

Antonio Tamayo | Hill & Knowlton Mexico President.

THE POWER OF PUBLIC RELATIONS.

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In today’s rapidly changing global business environment, good public affairs campaigns are rarely accomplished without good public relations. To resolve difficult issues and maintain trust and credibility with stakeholders, corporations and other organizations need to embed the values of collaboration, a commitment to engagement and transparency of their operations and practices. Also, organizations need to extend the scope of their relationships to include people, groups and governments that may not necessarily involve the company directly, but which ultimately affect the sustainability of the business. This presentation will identify what matters most when organizations employ successful communications, public affairs and issue management strategies.

Traditionally, business in Latin America has relied on its ability to persuade government insiders, but has doubted it could prevail on issues by obtaining popular support. However, today it is not just companies but even the government itself, ministers and presidents, that find it difficult to succeed on vital issues unless they create political constituencies, build networks and coalitions, generate rational and emotional intensity and frame the issues to win support from public opinion. The best corporate public affairs programs will increasingly apply the science of victorious electoral campaigns and the new methods of successful government innovators who win public policy battles. This lecture, based on �0 years in the region, explains this work. On controversial issues, businesses that cannot build a platform of outside support may find that even a friendly government will feel itself unable to do much to help them.

Expert in strategic communications. In Latin America, he has advised six presidents. Previously, he served in the White House as speechwriter to U.S. Presidents Ronald Reagan and George H.W. Bush. He was Assistant Director of the White House Outreach Working Group on Central America. He was part of the White House communications team in two winning U.S. presidential campaigns. As a top campaign strategist in Latin America, where he has worked for twenty years, he used rigorous methodology to create cutting-edge election campaigns built on research, strategy, issues, media and message. He also helps governments to design and then win passage of major reforms such as social security modernization, monetary reform, land titling and property rights for the poor, major port reform, telecom modernization, and transparent, competitive privatizations. He has been a newspaper editorial writer, a U.S. Congressional staff member, a television producer in Chile, and the Director of the International Center for Pension Reform.

Mark KlugmannLatin American Political Consultant and former White House official.

Robert W. Grupp | The Institute for Public Relations President.

He is the CEO of his own international management consulting firm Grupp Global Partners LLC and past president of the International Public Relations Association (IPRA). He is an expert in international corporate communications, with �0 years of experience as a public relations and corporate communications consultant.

PLAYING TO WIN: WHEN POLITICS AND BUSINESS COLLIDE.

Plenary Session 2PUBLIC AFFAIRS AND INTEREST MANAGEMENT

INTEGRATING STRATEGIC COMMUNICATIONS WITH PUBLIC AFFAIRS: WHEN PUBLIC AFFAIRS, PUBLIC RELATIONS AND ISSUES MANAGEMENT CONVERGE.

Felipe Gutiérrez | Concertum Executive President.

Mark KlugmannLatin American Political Consultant and former White House official.

Patricia Teullet | COMEX PerúGeneral Manager.

Robert Grupp | The Institute for Public RelationsPresident.

PUBLIC AFFAIRS ANDINTEREST MANAGEMENT.ModeratorCharles Philbrook | Datum Internacional S.A.Director of Economic Studies.


Tuesday 1, June

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Contemporary network organizations (innovative, knowledge-based and dynamic) are by their character closer to a communication agency with a small core (or none) of ‘traditional’ employees and numerable part-timers and self-employed creatives than to a bureaucratic organization with clearly defined positions and borders – what is inside and what is outside is becoming blurred. On top of that, social media are forcing formally regulated organizations like armies to think about how much of their internal communication is outside their ‘internal’ formal control (well beyond a traditional distinction between formal and informal communication). In business, as well as in government and non-governmental organizations, we are getting closer to organizing principles of social movements. The question therefore is: how close we are to arts and what can we learn from them? This is addressed as retro-avant-garde communication.

RETRO-AVANT-GARDE COMMUNICATION. WHAT PUBLIC RELATIONS CAN LEARN FROM ARTISTIC MOVEMENTS?

Room A: INTERNAL AND EXTERNAL COMMUNICATION

PARALLEL ROOMS

Dejan Vercic | PristopFounding partner.

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Dejan Vercic founded Pristop, communication management consulting firm based in Ljubljana, Slovenia. He is an Associate Professor for Public Relations at the University of Ljubljana. He has published over �00 articles, books, chapters, papers, and reports. His most recent book is “The Global Public Relations Handbook: Theory, Research, and Practice” (with K. Sriramesh, �nd ed. �009 by Routledge). Verčič served, inter alia, as the chairman of the Research Committee of the IABC Research Foundation and as the President of EUPRERA (the European Public Relations Education and Research Association). He was awarded the Alan Campbell-Johnson medal given his outstanding service in international public relations, by the UK Chartered Institute of Public Relations. He holds a Ph.D. from the London School of Economics and Political Science (LSE).

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CASE PRESENTATION

Luisa García | Llorente & CuencaPartner and CEO for Peru and Central America.

Luisa García is partner and CEO for Peru and Central America of Llorente & Cuenca, the leading communication consulting firm in Spain and Latin America. In her career in the company, she has directed regional projects for clients such as BellSouth, GSK, SABMiller or Telefónica and has

advised clients on corporate, financial, crisis and product communication. After working as a consultant of Llorente & Cuenca in Madrid, where she reached the position of senior director, she moved to Panama to settle the company’s operations in this country, which has become the foremost consultancy firm in Central America. In Peru, where Llorente & Cuenca is also leader in the market, she manages a team of forty professionals. Projects directed by Luisa García have obtained international awards, such as a mention of excellence in the IPRA Awards, SABRE Gold and several ANDA awards to Excellence in Communication.

Multinational companies face specific challenges when implementing their internal and external communication strategies: they must covey similar messages, or at least based on the same key concepts, to audiences in markets with different cultural values and characteristics. Taking into account these particularities and tailoring communication plans to them must not contradict the international strategy, but getting there requires a good knowledge of local realities. Moreover, Internet has broken boundaries and no corporation can afford to be perceived as inconsistent if it communicates in an uncoordinated way in different countries. On the other hand, the risk of spreading a reputation crisis from one market to another has increased, and reputation should now be consolidated globally, not only in the country of origin. The cases presented by Llorente & Cuenca analyze different aspects to consider when addressing these challenges successfully and some of the situations to consider in the multi-country management of communication.

SUCCESSFUL COMMUNICATION IN MULTI-COUNTRY PROJECTS.

Tuesday 1, June

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Tuesday 1, June

INTERNAL AND EXTERNAL COMMUNICATION.ModeratorClaudia Herrera | Eco Comunicaciones S.A.C.Executive Director.


Ludwig Meier | Telefónica del PerúInstitutional Relations and Corporate Communication Director.

He was appointed central manager of Institutional Relationships of this company in �00�, after holding other management positions in Telefónica del Perú. He was State Minister in the Portfolio of Fishery during the transition government, as well as Minister of the same portfolio from

July �997 to December �998. He has been President of the Public Services Private Companies Association - ADEPSEP, currently the Association for the Promotion of National Infrastructure – AFIN, President of the Spanish Chamber of Commerce – COCEP, second Vice President of CONFIEP, and president of the Crece-Peru Committee of the same entity. He was in charge of different state and public institutions, among which are the Commission for the Promotion of Peru – PromPerú, the National Investments and Foreign Technologies Commission – CONITE, and the National Institute for the Defense of Competence and Intellectual property – INDECOPI. He studied law in Pontificia Universidad Católica del Perú and business administration in the Universidad de Lima.

Communication in Telefónica aims to reinforce its attributes of leadership, innovation, transparency, customer orientation, social responsibility, and contribution to national development through content generation, management of information flow, the relationship with the media and the opening to new technologies. Along with the content in traditional formats, corporate communication is taking on the challenges posed by new media platforms and is moving towards an ever more horizontal communication and dialogue with the various interest groups. Internal communication, in turn, is a major factor in achieving the strategic objectives of the company, since a courageous and motivated collaborator is key to projecting a positive image and get the brand close to our customers. Internal communication is linked to external communication and seeks -through face to face meetings, corporate Intranet, email, magazines, newsletters and billboards, among other media- that the staff is always informed on the course and major decisions on the future of the company.

COMMUNICATION IN TELEFÓNICA.

Carolina Carrillo | IBMMarketing and Communication Program Manager for Perú, Ecuador, Bolivia, Uruguay and Paraguay.

Dejan Vercic | PristopFounding partner.

Gisella Rojo | NestléCorporate Affairs and External Communications Manager.

Ludwig Meier | Telefónica del PerúInstitutional Relations and Corporate Communication Director.

Luisa García | Llorente & CuencaPartner and CEO for Peru and Central America.

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Carolina Carrillo | IBMMarketing and Communication Program Manager for Perú, Ecuador, Bolivia, Uruguay and Paraguay.

With six years of experience in IBM, Carolina has worked in different positions, all within the area of communication until �009, when she became responsible of internal, external and executive communications. Carolina holds a bachelors degree in Communication

by Universidad de Lima and has a master’s degree in marketing by the ISM (Instituto Superior de Marketing) from Barcelona, Spain.

In a globally integrated society, we are at a challenging time as an organization, which in turn represents a great opportunity. The world is getting more intelligent and interactive. The question is what do we do with this? Thanks to our wealth of resources, knowledge and experience, IBM provides individuals, companies, institutions and governments worldwide, with tools and thoughts needed to build more intelligent systems to contribute to a better future. This is why, IBM shows from an integrated communication perspective, how it is reaching diverse audiences in order to add value to each of the needs of various internal and external publics, making this the great corporate mission in the practice of public relations.

A SMARTER WORLD: IBM’S NEW VISION FROM A PERSPECTIVE OF INTEGRATED COMMUNICATIONS.

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He is a member of IPRA. He is America ATLAS Award winner for life time achievement in International Public Relations Practice. He is Chairman of The Management School of London. Chairman of TMS International, Dubai. President of BEEC International, Ghana and Nigeria, and is a Council Member of ESUT Business School, Enugu State University of Science and Technology, Nigeria. He was named Public Relations Executive of the Year by the Faculty of Business Administration, University of Nigeria in �00�.

Michael Okereke | Mike Okereke Consulting Ltd.Chairman.

IMF’s Media Relations Officer for Latin America and the Caribbean, managing relations with the press in over �0 countries in the Western Hemisphere. His responsibilities include communications planning for the Western Hemisphere Department, strategic advice to senior management on Latin America, outreach to lending countries and coordination with local authorities. He was until recently also the editor of the Fund’s “Morning Press” newsletter and head of the team responsible for global news monitoring and dissemination. Before joining the Fund in �005, he worked for Burson-Marsteller in public affairs campaigns, and was Manager of the technology practice for Edelman in Brazil. He had �� years of experience as a journalist covering global economy, international news, politics, business and arts, for publications such as Primeira Leitura, America Economia and Gazeta Mercantil in Brazil, as well as extensive collaboration with international publications. He has a Degree in Journalism from the Federal University of Parana, in Music from the Music and Fine Arts School of Parana, and a specialization in Economics from the Getulio Vargas Foundation.

Andreas Adriano | International Monetary Fund - IMFMedia Relations Officer for Latin America and the Caribbean.

The global crisis has put the IMF back at the center of developments in the global economy, as the institution best-positioned to lead the economic cooperation among countries that proved fundamental to weather the financial storm. But the world has seen a different IMF over the last few years. For one side, the Fund adjusted its policies and revamped its credit lines to better serve its member countries. For another, it stepped up its communications efforts to become more accessible, transparent and responsive to the demands of a very vigilant global public opinion, and to the challenges of the ��-hour news cycle and the dynamics of the internet age and social media.

THE GLOBAL CRISIS AND THE NEW IMF.

Room B: CRISIS MANAGEMENT

Every corporate organization and Government is exposed to all kinds of reputation risk on a daily basis. We operate in an environment where corporate reputation is fragile and minor events such as a false rumor could trigger a major crisis for an organization or government. Most organizations around the world are still recovering from the crisis generated by the global recession. Bad corporate governance was identified as the key problem and as a result it is now on the spotlight. Most countries are now beaming their searchlight on Corporate Governance issues, fight corruption, bribery and terrorism. Risk management, issue management, management skills and Corporate Governance must be incorporated into the curriculum of the Public Relations career; training in corporate communication and media management is no longer enough. We must pay greater attention to preventive Public Relations as against curative Public Relations.

THE CHALLENGES OF CORPORATE REPUTATION RISK AND CRISIS MANAGEMENT.

Tuesday 1, June

The aim of this study is to explore the communication or relationship model or models mostly used in the energy, oil and mining sectors in Peru. This study is based in the typology of models proposed by J. Grunig, which have been extensively tested in many countries. This research also seeks to explore the existing relationship between the application of these models and certain cultural qualities related to communication professionals, such as the capacity to be empathic and the flexibility to take into consideration other points of view. This study contributes to systematize public relationships in Peru and to professionalize the discipline by addressing communication from a scientific perspective. Besides, it contributes to expand the body of knowledge of public relations by contributing with a multicultural and diverse perspective.

FROM THE MONOLOGUE TO CORPORATE DIALOGUE: EXPLORING COMMUNICATION MODELS USED IN THE MINING-ENERGY INDUSTRY IN PERU.

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He is also the �0�0-�0�� vice chair of the International Communication Association’s Public Relations Division. Founding member of the Institute for Public Relations Commission on Global Communication Research, and co-owner of Latin & Hispanic Strategic Communications. He is a member of the editorial board of the International Journal of Strategic Communication, Journal of Communication Management, Journal of Public Relations Research, and Public Relations Review. He holds a Ph.D. in mass communication with an emphasis on international public relations and international business from the University of South Carolina (U.S.).

Juan Carlos Molleda | University of FloridaProfessor and Graduate Coordinator of the Department of Public Relations

Today, publics are engaged in multiple interactions with various organizations. Consequently, attention has become a commodity for public relations and communication management. The chances to truly engage stakeholders and achieve consistency between what organizations are and how they are perceived are scarce. There is a greater demand for organizations to be more strategic in developing, communicating and evaluating their identities. Public relations professionals should be in control when identifying opportunities to involve publics with actions, stories and tactics that capture the authentic character of their organizations. A proposed index of authenticity will be introduced to guide this process. When an organization achieves a solid identity supported by proven authenticity claims, its reputation is likely to be consistent with the organization’s essence. Strong identity and authenticity platforms should be guided by reputational attributes. The interest and expectations of publics, therefore, should determine the emphasis on certain reputational attributes in the planning, implementation and evaluation of public relations and communication techniques and efforts.

IDENTITY, AUTHENTICITY AND REPUTATION: THE DYNAMIC TRIAD.

Room C: REPUTATION

She has over �� years of experience in consulting companies both internationally and domestically. At the present she is the main consultant of several local organizations among which is OSINEGMIN. She is frequently invited by the University of Houston and other international entities to discuss issues of intercultural communication. And her work has been exposed at various international conferences including the International Public Relations Research Conference organized by IPRA in march �0�0 and the International Conference of PRSA, Educator’s Academy in �009. Also, her work has been recognized with the Crystal Award in the category of public relations, which is the highest distinction awarded by the American Marketing Association to the best public relations programs implemented in the city of Houston, USA. She finished the GATF, Graduate Teaching Fellowship at the University of Houston. She has a Master in Communications and Public Relations from the University of Houston and a degree in Psychology from the Pontificia Universidad Catolica del Peru.

María del Carmen de la Flor | Comunica Consulting GroupProject Director.

Andreas Adriano | International Monetary Fund - IMFMedia Relations Officer for Latin America and the Caribbean.

Katarina Steinwachs | SiemensCorporate Communication Manager for the South American Region (except Brazil).

María del Carmen de la Flor | Comunica Consulting GroupProject Director.

Michael Okereke | Mike Okereke Consulting Ltd.Chairman.

CRISIS MANAGEMENT.ModeratorHumberto Arnillas | National Mining, Oil and EnergySociety – SNMPEMarketing Manager.


Tuesday 1, June

She is Corporate Communication Manager for the South American Region (except Brazil) of the German multinational Siemens and is also Executive Director of the Siemens Foundation. From �000 to �009, she worked as Executive Director for the German-Colombian Chamber of Industry and Commerce and the German-Ecuadorian Chamber of Industry and Commerce. During �999, she was Professor of International Management from Universidad Santiago de Cali and was Advisor for the development of international relations at the university level. She studied Linguistics in the University of Leipzig (Germany). She has an MBA (MScEcon) from the University of Wales (United Kingdom) and postgraduate studies on East Asian Business and International Relations from University of Sheffield, United Kingdom.

Katarina Steinwachs | SiemensCorporate Communication Manager for the South American Region (except Brazil).

The conference presents the context of the multinational company Siemens, a German integration technology company. Its features require a specific corporate communication strategy, both for the marketing support of manufacturing sectors towards their corporate clients and public, as for their relation with communication media and stakeholders in the surrounding environment. This environment is at the same time local, regional and global. Having a solid structure and communication strategy was an important factor for the management of corporate communication in the crisis faced by the company some years ago and for its recovery. Communication experiences of this stage will be presented, as well as Siemens’ integral communication.

RELATING TO THE BUSINESS ENVIRONMENT AND TO SOCIETY - EXPERIENCES AT SIEMENS

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Santiago was Bozell Worldwide Managing Director for Latin America and he served as Regional Managing Director for DMB&B Americas in Mexico. He worked with clients such as Procter & Gamble, Mars, Coca-Cola, General Motors, Philips, Bancomer, among others. He spent �7 years with McCann-Erickson Worldwide working in Puerto Rico, Brazil, Peru, Chile, and Mexico. He holds a Masters Degree in International Business from Thunderbird, The Garvin School of International Management and a Bachelor of Arts degree from The University of Texas at Austin.

Santiago Hinojosa | Burson-Marsteller Latin AmericaPresident & CEO.

Gabriel Ortiz de Zevallos | Apoyo Comunicación CorporativaExecutive President.

Juan Carlos Molleda | University of FloridaProfessor and Graduate Coordinator of the Department of Public Relations.

Santiago Hinojosa | Burson-Marsteller Latin AmericaPresident & CEO.

REPUTATIONModeratorNigel Chism | International Public RelationsAssociation - IPRATreasurer.


He has advised a wide range of companies in topics related to corporate communication, reputation, social responsibility and crisis management. He has chaired Instituto Apoyo since �995, an NGO associated to the Apoyo Group, currently dedicated to improve the quality of education. He has conducted a diversity of studies and consultancies about the Peruvian public sector financed by cooperation agencies. He has been member of the Board of the Economic and Social Research Consortium (�998-�000), director of the Peruvian Business Administration Institute (�997-�999) and of the Room of Free Competence from the Indecopi Court (�99�-�00�). Economist from Pontificia Universidad Católica del Perú, with a master’s degree on public administration from the John F. Kennedy School of Government from the University of Harvard.

Gabriel Ortiz de Zevallos | Apoyo Comunicación CorporativaExecutive President.

Many destinations are willing, but far fewer are ready and able to promote themselves internationally. Santiago Hinojosa, CEO of Burson-Marsteller Latin America, offers a checklist to gauge whether the time is right: how to find out what (really) sets your destination apart from others, make your country’s government officials and private sector executives more promotion-focused, decide if your destination needs a strategic communications partner… and how to find the right one, differentiate between a visual identity (logo and slogan) and a promotional strategy, differentiate between institutional and promotional communications, coordinate communications among ministries, countries and between the public and private sector to maximize country promotion efforts, and leverage technology, particularly video, online surveys, social media sites and a strong Web site, in destination promotion.

WHY COUNTRIES NEED BRANDING TOO.

The international business sector has become increasingly aware of reputational risks, as well as how reputation contributes to the long-term value of any firm. Not only do sound economic arguments exist to justify why good reputation transforms into economic value for shareholders, but empirical studies have confirmed it, for example, when firms with a solid reputation have faced better responses in stock prices after facing a crisis than those without it. The benefits of caring for a firm’s reputation are clear and sound. How to do it is a separate issue and might be different in different countries. Reputation drivers that have been identified for large, developed markets as the U.S. or Europe may have little relevance for small developing countries. Hence, managers in a global economy face the difficulties of complying with international standards and understanding the logic of the specific markets where they operate. Managing reputation locally might be quite demanding. Models of reputation management will be compared with available Peruvian data to analyze how much they fit and generate discussions about sound reputation managing practices in developing countries.

INTERNATIONAL MODELS FOR MANAGING REPUTATION AND PERUVIAN DATA: DO THEY FIT?

Tuesday 1, June

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Plenary session 3 STRATEGIC THINKING AND PLANNING IN PUBLIC RELATIONSHIPS

Public relations should be more than a messaging, publicity, media relations, or marketing support function. The public relations function should be the management discipline responsible for identifying stakeholders and building relationships with them; giving stakeholders a voice in corporate governance; mitigating issues and crises; and, therefore, helping the organization build an intangible, nonfinancial, asset. This presentation describes how researchers have built a theoretical framework that explains the value of the communication function, defines the role of public relations in strategy, and provides tools and measures that communication professionals can use in strategic management. It also explains why relationships are intangible assets that reduce costs, increase revenue, and reduce risk and explain why some organizations have better reputations than others.

Professor Wright’s remarks will briefly refer to the history and evolution of public relations during the past half-century and its growth and development from a media-relations dominated advertising and press agencies into the strategic communication management role that exists for public relations today in many of the world’s most successful organizations. Several recent case study examples will be used to explain this growth and development. These remarks will also incorporate recent research by the distinguished Arthur W. Page Society in the United States that has examined why the CEOs of many leading companies are advocating a more strategic policy and planning role for the chief public relations officer.

THE IMPORTANCE OF STRATEGY IN EFFECTIVE PUBLIC RELATIONS.

THE CONTRIBUTION OF PUBLIC RELATIONS TO ORGANIZATIONAL STRATEGY AND GOVERNANCE.

Wednesday 2, June

PRESENTATION OF A STUDY ON PUBLIC RELATIONS IN PERU PREPARED BY IPSOS APOYO.

Universidad San Martin de Porres requested a quantitative research to Ipsos Apoyo Opinión y Mercado to assess the state of public relations in the major private companies, public agencies and consultants of our field. To this end, �0� surveys were conducted for each of the segments; the sample was distributed proportionally according to the universe of respondents. The surveys were conducted between October ��th and December �nd, �009.

Alfredo Torres | Ipsos ApoyoExecutive Chairman.

Executive Chairman of Ipsos Apoyo Opinión y Mercado S.A. He is member of the Group of consultants of El Comercio newspaper. He received the Elisabeth Nelson award granted by the World Association for Public Opinion Research (WAPOR) for a research presented at the Annual Conference of WAPOR. He has also received the ANDA Grand Award �0�0 for his recognized career and important contribution to the Industry of Communication. He attended the CEO program of the Kellogg School of Management at Northwestern University. He holds a degree in Business Administration from Universidad del Pacífico. Alfredo has a master in Latin American studies with specialization in political science from Stanford University and has taken the Advanced Management Program (PAD in Spanish) of Universidad de Piura.

James E. Grunig | University of MarylandProfessor Emeritus.

He is considered the Father of Modern Public Relations and the most prestigious university professor of this discipline. Author of more than a hundred Public Relations articles and research papers, the most renowned of which is “Public Relations Direction”, a reference book for the leading professionals of world entrepreneurial communication.

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Carlo Reyes | BBVA Banco ContinentalImage and Communications Manager.

Daniela Maúrtua Briseño-Meiggs | SiemensCorporate Communications Coordinator - Bolivia, Ecuador, Peru.

Donald Wright | Boston UniversityProfessor.


STRATEGIC THINKING AND PLANNING IN PUBLIC RELATIONSHIPS.ModeratorGabriel Ortiz de Zevallos | Apoyo Comunicación CorporativaExecutive President.


Donald Wright | Boston UniversityProfessor.

Corporative Communication Consultant and past president of the International Public Relations Association (IPRA). For over �0 years, he has worked as a college professor, and, for over �0 years, with as editor and director for companies, public relations agencies, and different newspapers.

The challenge of measuring results is present on a daily basis in the interaction with the different departments we work with. The World Bank shows its methodology to elaborate result-oriented communication strategies that have been successfully applied in Latin America and the Caribbean and copied by governing agencies within the region and also by other regional development banks. This methodology highlights the possibility of identifying short, medium, and long term goals, and provides a logical framework from which to measure results in communication. Used in our region for over � years, the methodology enables the implementation of measurable communication plans with a clear identification of human and material resources.

Yanina Budkin | World BankSenior Communication Officer for Argentina, Chile, Paraguay and Uruguay.

Her responsibilities include development of communication strategies for these countries, targeting audiences such as governments, civil societies, business communities, media, key opinion leaders and academics. She was Marketing Manager and Healthcare Practice for Burson Marsteller, Argentina, Chile, Paraguay and Uruguay. She worked with clients such as AT&T, Aventis, Beiersdorf, Celsam Argentina and Uruguay, Johnson & Johnson Medical, Kimberly Clark, Motorola, Nickelodeon, Revlon. She has a master of arts of communication management from the University of Southern California, and also holds a master on public administration from the Kennedy School of Government from Harvard University.

OVERCOMING THE CHALLENGE OF MEASURING RESULTS IN COMMUNICATION.

Plenary Session 4 MANAGEMENT INDICATORS IN PUBLIC RELATIONS AND HOW TO MEASURE THEM

Wednesday 2, June

Since the invention of the World Wide Web (Internet) and the globalization of the economy at the end of the last century, the context of corporate communications in the business of today has changed radically. Communication strategies to reach any type of target group have the challenge to anticipate stakeholders’ interests, adapt the visual and language content of messages, build brand content on top of product content, and be ready to generate participation, feedback and response. In this environment, defining and living by brand values & corporate ethics becomes key indicators of a company’s overall equity. Thus, the new asset to measure is Brand Equity, bringing PR strategies to perform specifically over the Return On Equity rather than the Return On Investment.

PR INDICATORS - CONCEPT AND CHALLENGES AROUND 21ST CENTURY’S BRAND EQUITY.

Blanca Fullana | Universitat Pompeu FabraAssociate Professor.

She has �5 years of agency experience, the last �0 at Edelman, managing the company in Spain, the first world wide independent agency since �00�. Her professional experience includes 5 years at Weber Shandwick. Her interest and reputation lie on the strategic ��0 degree view and approach of communications, making PR an essential aspect in building brand equity of businesses, products and institutions. Blanca Fullana is also speaker and lecturer at various locations including the University Diego Portales in Santiago de Chile.

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DEVELOPING MEASUREMENT IN PUBLIC RELATIONS. WHAT DO WE NEED TO COMPETE?

Ana Tkalac Vercic | University of Zagreb – CroatiaAssociate Professor.

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She is visiting professor in the Italian Universita della Svizzera, one of the leading communication institutions. In �00�, she received a Ph.D. at the University of Zagreb and became the first public relations academic with a Ph.D. in Croatia, introducing undergraduate and graduate courses in the area of public relations. In �00�, she was a Fulbright scholar working under the mentorship of James E. Grunig. She co-edited “Public Relations Metrics: Research and Evaluation” with Betteke van Ruler and Dejan Verčič. She is also a recipient of the CIPR Diploma and a qualified CIPR lecturer, as well as the director for the CIPR program in Croatia.

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Wednesday 2, June

Room A: BRAND COMMUNICATION

CASE PRESENTATION

Laura Schoen | Weber ShandwickResponsible for operations in Latin America.

She joined the company in �000 and built the firm’s powerful worldwide healthcare operations as president of global healthcare. Her clients include United Technologies, Citigroup, Pfizer, Eli Lilly and Procter & Gamble. She worked for Burson-Marsteller (�98�-�99�) and for Euro RSCG (�99�-�000).

At Burson-Marsteller, she managed the start up of the company’s operations in Mexico, which represented the Mexican government throughout the NAFTA negotiations

This presentation will discuss the new class of consumers emerging in Latin America and their need for tailored communications programs. This new consumer segment is often called the “C & D classes” - coming largely from a struggling socioeconomic population segment that has been positively impacted by the region’s economic transformation. Aided by improvements in education, this group now has access to better jobs, improved health and sanitation conditions and they aspire to a middle-class lifestyle. Empowered by the popularity of mobile technology and internet access, this group is able to voice their preferences and more and more are becoming powerful consumer and brand advocates spending 50-75% of their disposable income on consumer products. From electronics to fast food, the new Latin American consumer has specific needs and purchasing habits. The new picture of the Latin American consumer market includes a dominance of households led by women, smaller families, and a higher concentration of purchasing power in metro areas. As public relations professionals, we need to understand the considerable cultural and socioeconomic changes which impact communications strategies to support the successful marketing of products in the region to this new consumer base.

REACHING THE NEW LATIN AMERICAN CONSUMER

PARALLEL ROOMS

Standardized measurement (or the lack of it) in public relations has been one of the reasons why this profession has trouble keeping up with some of the other disciplines. As we stated in our recent book: “…a common measurement tool for doing research in public relations practice is the “eyes and ears” method – talking to an unsystematic selection of members of the public or media, reading some reports and drawing conclusions on the basis of these reports, or listening to solicited or unsolicited feedback from superiors or members of a public without systematically planning the research or analyzing the results” (Van Ruler, Tkalac Vercic & Vercic, �008). It is becoming more and more obvious that only the development of standardized measurement procedures is going to raise the bar and help the profession move forward. How can this ambitious goal be achieved? There are a various important steps in this process like including methodological courses in public relations curriculums and offering standardized tools to the profession. What type of measurement and instruments should public relations focus on?

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Wednesday 2, June

Hernán Lanzara | Coca-Cola Trans Andean Franchise UnitPublic Affairs and Corporate Communications Manager.

He is in charge of External Affairs for Peru, Bolivia, Paraguay and Uruguay. He has �� years of expertise managing inter-institutional relations with the Government, the private sector and first-level companies and business organizations, national and foreign; corporate image, communications

and media relations. He is President of the Commission of Public Relations of National Association of Advertisers of Peru (ANDA). He has Law & International Relation Studies with Specialization in International Law, International Trade, Economic Integration, Economic Cooperation and Strategic Planning in Lima, Rio de Janeiro, Buenos Aires, and Atlanta.

We made a product, we offer a comprehensive portfolio of products, but we work to offer more to our consumers. Our mission: to refresh the world; inspire moments of optimism and happiness; and create value and make a difference. This mission is enduring and has not changed fundamentally; instead, we’ve simplified it to make it more memorable. “Happiness,” is part of our heritage and fundamental to our new global campaign for the Coca-Cola brand.

COCA-COLA, THE HAPPINESS FACTORY

Deborah Charnes Vallejo | Bromley CommunicationsVice President and Public Relations Managing Director.

Her responsibilities include strategic development of communications plans and implementation of public relations programs geared primarily toward U.S. Latin markets. With �5 years in the multi-cultural communications area, she has managed programs throughout Latin

America and the United States for a wide variety of blue chip clients, including McDonald’s, Burger King, Western Union, AT&T, Federal Express, Delta Air Lines, Nike, Texaco, Choice Hotels, Nestle, General Mills, Miller Brewing and Coors Beer, and numerous pharmaceutical houses. She attended the National Autonomous University of Mexico and earned a bachelor’s degree from the University of Illinois-Urbana. She is a contributing author of two university public relations textbooks, and has been a judge of the International Public Relations Association’s Golden World Awards for six consecutive years.

Back before the days of this Fast Food Nation, American kids lunched on hot dogs and bacon, lettuce and tomato sandwiches. As they reached maturity, they didn’t stop eating the kid favorites, but they tended to prefer finger-licking plates of barbecue ribs. In Latin America, the flavor of pork was an essential ingredient or piece de la résistance since the arrival of the Spaniards. From Lechon Asado to Chicharrones to mole verde pork was king in the Latin kitchen. However, south of the Rio Grande, enjoying the aroma and taste of the pork-infused comfort foods could mean losing a bit of the comfort due to the quality of the pork. Hundreds or even thousands of miles away from their homelands, many U.S. Latino consumers still clung to the old notion of the plump pink pig as the black sheep of meats. Bromley Communications and the National Pork Board set out to debunk the myths. Through a branding campaign, “El Cerdo es Bueno”, the overall communications goals were to highlight pork as a nutritious dining centerpiece and meal planning option, showcase versatility and ease in preparation and encourage more frequent consumption of pork. Objectives were to generate awareness and trial, and develop advocacies and retail tie-ins. The strategy was to be synergistic with the overall marketing plan and to maximize existing initiatives and assets of the Consejo de la Carne de Cerdo.

PORK IS GOOD: A SUCCESSFUL BRANDING CAMPAIGN

BRAND COMMUNICATION.ModeratorRobinson Vélez | Burson-Marsteller PerúGeneral Manager.


Deborah Charnes Vallejo | Bromley CommunicationsVice President and Public Relations Managing Director.

Hernán Lanzara | Coca-Cola Trans Andean Franchise UnitPublic Affairs and Corporate Communications Manager.

Laura Schoen | Weber ShandwickResponsible for operations in Latin America.

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Wednesday 2, June

Room B: MANAGEMENT INDICATORS / RELATIONSHIP WITH THE MEDIA

MANAGEMENT INDICATORS.ModeratorLuisa García | Llorente & CuencaPartner and CEO for Peru and Central America.


Ana Tkalac Vercic | University of Zagreb – CroatiaAssociate Professor.

Blanca Fullana | Universitat Pompeu FabraAssociate Professor.

Yanina Budkin | World BankSenior Communication Officer for Argentina, Chile, Paraguayand Uruguay.

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News media are not in a state of decline. But some are in a serious state of decay. The business model of many media, which began to change long before the arrival of aggregators, bloggers and Twitter, is a problem. It is not the biggest problem. The content model is the real problem. Media cheapened the content, providing only what made them money. The emergence of aggregators revealed flaws in the model. If does not matter what new channels media use – online editions, social networks, reporter blogs, video reports – if the media don’t give people what they really want. So the business model will be irrelevant until the media solve the content problem. But some are prospering. Financial wire services provide deep analysis of geographic markets – such as South America – and corporate executives and investment houses pay well for these insights, which they need to make sound decisions. Other media are starting to succeed, too, with a specialized, segmented focus – for example on politics, sports and other content for which people are willing to pay. The content model is slowly changing, again becoming relevant. This is why media relations, after all these years, continues to be in terrific demand around the world. And here is what you need to know about this new content model, from every corner of the world, in order to succeed.

IF MEDIA ARE IN SUCH TERRIBLE DECLINE, WHY IS MEDIA RELATIONS IN SUCH TERRIFIC DEMAND?

RELATIONSHIP WITH THE MEDIAModeratorJosé Luis Patiño | Radio Programas del PeruAnalyst from the Economic and Financial Information Update.


Aldo Mariátegui | Correo newspaperDirector.

Gary Wells | Dix & EatonSenior Managing Director.

Gonzalo Zegarra | Apoyo PublicacionesExecutive Director.

Raúl Vargas | Radio Programas del PerúNews Director.

Gary Wells | Dix & EatonSenior Managing Director.

Wells established a network that is unique to Dix & Eaton of communications agencies around the world, with some 75 agencies in 50 nations. He is a past chairman of the International Public Relations Network. Mr. Wells is a member of the National Press Club, Overseas Press Club of America, National Investor Relations Institute and International Public Relations Association. The Dix and Eaton team works with media around the world, building relationships with the most important business in key markets in Asia, Europe and more. This approach regularly results in stories about client organizations in such key media as CNBC, Financial Times, ICIS Chemical Business, BBC.com, The Wall Street Journal, The New York Times, Business Week, EDN, The Times of London, CNN, and many others.

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This presentation positions social responsibility as an integral part of the strategic management of organizations. It explains the role of public relations professionals in the process of helping manage relationships with stakeholders. In so doing, it takes corporate social responsibility (CSR) beyond mere charitable contributions—also differentiating it from branding, image, and reputation. It explores major approaches to CSR, including sustainability and alignment with organizational strategy. It lists what professional associations can and should do to support their members’ CSR efforts. Perhaps most important, it establishes the link between responsibility and profitability. As companies increasingly do business across cultures and across borders, this “double bottom line” becomes increasingly critical to their long-term viability. The presentation compares trends in the West and in the East and concludes with the challenges facing CSR efforts around the globe.

Larissa Grunig | University of MarylandProfessor.

Author of the book “Women and Public Relations, how genre influences the practice” and co-author of some research papers published by James E. Grunig. As an advisor, she has worked with companies such as Marriott, IBM, Fleishman-Hillard Public Relations, Mobil Oil Corporation, American Airlines, Enel (the Italian energy company), Continental Telephone Service Corporation, DynCorp, among other big American companies.

SOCIAL RESPONSIBILITY

Room C: SOCIAL RESPONSIBILITY

Wednesday 2, June

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Olav Ljösne | ShellSenior Manager, Communications, International Operations.

Before this position, he was Regional Communications Director in Africa, based in Lagos, Nigeria for five years as part of his �0 years career in Shell. He was based in den Haag, Stockholm, London and Oslo. He has been engaged in projects and works in most parts of the world. Before Shell,

he served as a diplomat at Norwegian Embassies in Iraq, Saudi Arabia and Iran, and has also worked with relations to the United Nations. His career also covers journalism and full time politics in Norway and internationally. He holds university degrees in political science, law, social science and Arabic language. He has been a council member of IPRA for three years and leader of the swedish IPRA group

The following topics will be discussed:

- Energy expectations: role of governments and international organizations- In other parts of the world – different challenges- Risk – non technical, non financial – pitfalls for industry- Dealing with exceptions- New partnerships and new ways of operating- The social responsibility balance- Transparency and Human Rights

FULL SPECTRUM ENGAGEMENT.

Pablo de la Flor | Compañía Minera AntaminaVice President of Corporate Affairs.

He is the current Vice President of Corporate Affairs and Environment at the Compañía Minera Antamina, where he is also responsible of the area of community relations and manager of the Antamina Mining Fund. Before his current position, he acted as vice minister of Foreign Trade and headed

the negotiation of free trade agreements of Peru with the US, Thailand, Singapore, EFTA, Mercosur, Mexico and Chile. He has been a consultant to different international organizations and article writer for different news media. He followed Ph.D studies on political economy in the University of Chicago and holds two masters degrees on Public Administration (Harvard) and International Affairs (Yale).

One of the most successful corporate responsibility cases in the mining industry is that of Compañía Minera Antamina. Throughout the last four years, the company has destined more than US$�00 million for the implementation of different initiatives focused on improving the quality of life of the poorest populations in Ancash. It has set strategic alliances with renowned experience for the successful implementation of its project portfolio. Through an agreed-upon work with the public sector, the company has contributed to the reduction of chronic child malnutrition, expand the coverage of basic services, improve the quality of education, and promote local self-development and capacity building.

COMPAÑÍA MINERA ANTAMINA: LEADING THE SUSTAINABLE DEVELOPMENT OF ANCASH.

Wednesday 2, JuneCASE PRESENTATION

Faisal S. Al Zahrani | Saudi AramcoDirector of Media Relations & Publications.

He is an active member and high level officer in many international societies and organizations which include the Society of Organizational Learning (SOL), the Arabian Society for Human Resources Management (ASHRM) and Toastmasters International

Organization. In �00�, he joined Saudi Aramco Public Relations department and worked as Director of Exhibits and Public Activities and currently serves as Director of Publications and Media Relations. He also served as Assistant to Vice President, as a Performance Improvement Consultant, and as Director of Continuing Excellence Department. He is a member of IPRA since �00�, and president of IPRA Gulf Chapter covering Kuwait, United Arab Emirates, Bahrain, Oman, Qatar and Saudi Arabia since �008. He is a professional engineer.

Mr. Al-Zahrani will approach his presentation on Corporate Social Responsibility by concentrating on CSR development in Saudi Arabia from Saudi Aramco’s perspective since Saudi Aramco has been and continues to be responsible for much of the CSR activities in the Kingdom of Saudi Arabia. He will begin with the company’s legacy programs of corporate citizenship, how Saudi Aramco, as a company, was instrumental in developing the Kingdom’s infrastructure - roads, schools, hospitals and the like -, the pioneering role of the company in the country’s industrialization, and the move to exponential time as the company transitions to the ��st Century and toward a knowledge-based economy by helping developing institutions that help the Kingdom transform into the knowledge age. Then he will discuss Saudi Aramco’s CSR strategy and approach to ensure the company is concentrating on programs that have the greatest impact. Next he will discuss specific programs Saudi Aramco is implementing today and plan for the future. And he will conclude with the company’s CSR philosophy and citizenship strategy. Saudi Aramco has a very proud history of citizenship programs and these programs are changing and evolving based on the shifting needs of the stakeholders, and the Kingdom at large. The company’s citizenship strategy includes the need to create high-impact and sustainable solutions, building on established strengths, the alignment with its business strategy and stakeholder goals. That is how it ensures cost-efficient programs through a rigorous streamlining process, and the optimization of these programs through partnership and volunteerism. This citizenship strategy provides Saudi Aramco with an opportunity to broaden and deepen its positive impact on the Kingdom and the world by bringing the best the Company can offer.

SAUDI ARAMCO CASE.

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Fernando Hilbck | Unión de Cervecerías PeruanasBackus y JohnstonCorporate Affairs Director.

He is Corporate Affairs Director of Unión de Cervecerías Peruanas Backus y Johnston and Executive Director of the Backus Foundation. He is in charge of leading relationships with the different interest publics of the company, of external communications and relationship

with the media. In �989, he entered Corporación Backus S.A., as Deputy Planning Manager until �99�, when he was appointed Deputy Administration Manager. In �997, he was promoted as Manager of Institutional Relationships and afterwards as Corporate Affairs Director and Executive Director of the Backus Foundation. He holds a degree on Economy from Universidad del Pacífico and is a candidate for a Masters degree on Strategic Management from Universidad de León, Spain.

The construction of a company’s reputation is today an intangible asset of great value to the business. In Backus, we have been working very proactively to strengthen our reputation through various strategies and tools that allow us to strengthen ties with our stakeholders in order to position ourselves as a leading, successful, and reliable company committed to the development of Peru and its people. To hold this position ensures the sustainability of our business.

CORPORATE REPUTATION: BACKUS CASE.

SOCIAL RESPONSIBILITY.ModeratorCecilia Rizo Patrón | Perú 2021Knowledge Manager Director.


Faisal S. Al Zahrani | Saudi AramcoDirector of Media Relations & Publications.

Fernando Hilbck | Unión de Cervecerías Peruanas Backus y JohnstonCorporate Affairs Director.

Olav Ljösne | ShellSenior Manager, Communications, International Operations.

Pablo de la Flor | Antamina Mining CompanyVice President of Corporate Affairs and Environment.

Room A: COMMUNICATION CAREERS

PARALLEL ROOMS

Research conducted by scholars throughout the world shows that public relations professionals of the future will require knowledge and expertise related to a strategic management approach to public relations rather than, or in addition to, a symbolic, interpretive approach. Successful professionals will require deep knowledge of management, their own organization, and the environment and issues affecting that organization. They must understand and use research as part of their public relations work. They will require expertise related to research, policy and issues, organizational governance, stakeholder relationships of all management functions, globalism, and digital media. And, they should possess the ability to counsel management about values, ethics, and social responsibility. This presentation will discuss how university educational programs in public relations can prepare future professionals for this role, the research needed to develop such a body of knowledge, and how professional associations can supply the continuing education professionals will require.


He is considered the Father of Modern Public Relations and the most prestigious university professor of this discipline. Author of more than a hundred Public Relations articles and research papers, the most renowned of which is “Public Relations Direction”, a reference book for the leading professionals of world entrepreneurial communication.

COMMUNICATION CAREERS: WHAT IS THE APPROACH FOR THE FUTURE?

Thursday 3, June

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CASE PRESENTATION

Carolina Spell | USMPResponsible for Public Relations Department.

She was an area director in Burson-Marsteller for six years. Some of the clients she advised include: BayerScheringPharma, AstraZeneca, Bristol Myers Squibb, Baxter, Tetra Pak, Amway, Ministry of Social Protection, Wyeth Consumer Healthcare, and Allergan-Botox. She also worked as Public Relations director in the Dialog

division of Publicis Colombia representing Fleishman Hillard, where she developed important success cases for companies such as Mattel, Nestlé, Avaya, Movistar, Renault, Totto, and the Ministry of Environment, among others. She is a social communicator and journalist from Universidad Politécnico Grancolombiano in Bogota, Colombia. She has completed diploma courses in the following areas: communication management, social corporate responsibility, journalism, public policies and public relations.

On this multimedia tool, the user will be able to find relevant information about the discipline through the vision of the main Public Relations theorists worldwide. At first, several definitions of Public Relations will be presented, as well as data about the research, planning, and evaluation process used to build effective strategies. To continue with the theory, there will be concepts provided by leaders about the profile of the Public Relations expert, and some of the most important areas of this subject and their field of work will also be mentioned. Those who take a look at this tool will have the chance to get to know the point of view of the students of the School of Communication Sciences, Tourism, and Psychology of IX and X semester from Universidad de San Martín de Porres, regarding the future of Public Relations. At the end, an academic proposal that will allow experts in public relations of today and tomorrow to have an education based on current needs and requirements will be presented.

USMP CASE: PUBLIC RELATIONS, A GLOBAL APPROACH.

Alicia Perea | USMPHead of the Public Relations Unit from the Department of University Projection and Community Relations.

She has more than �� years of experience in the areas of Public Relations, Marketing and Communication Media. She has been coordinator of institutional development projects and manager of Communication Plans and Corporate Communication strategies of important multinational companies

related to technology, consumption and advertising such as Samsumg Electronics, Cisco Systems, Intralot de Perú and A� Group. She holds a diploma on business administration and business management. She is a marketing specialist from Centro de Negocios Centrum from Pontificia Universidad Católica del Perú, with studies on corporate communication strategies, institutional image and social corporate responsibility. She is a social communicator from Universidad Católica de Santa Maria.

Antonio Nogüero | Universidad Autónoma de Barcelona Professor.

President of the European Public Relations University Foundation. He holds a Ph.D. in information sciences in the field of advertising, and a degree in information sciences: field of journalism, from Universidad Autónoma de Barcelona.

In the academic year �0�0-�0��, at the very latest, higher education degrees valid throughout the European Union (EU) should begin to be granted, the general idea being that these higher education studies “would have” with rights and obligations in all states of the European Union. This will structure what is known as the European Higher Education Area. Its operating unit is the credit system to obtain the corresponding degrees known as the European Credit Transfer System (ECTS). This is how an organized and more intellectual traffic of European researchers, teachers, scholars and students will be allowed in order to strengthen, inter alia, the European I+D+I policy. As a case study we will analyze the degrees offered at the School of Public Affairs (University of Barcelona) and the Faculty of Communication Sciences (Autonomous University of Barcelona).

PUBLIC RELATIONS STUDIES IN SPAIN FROM THE PERSPECTIVE OF THE NEW EUROPEAN SPACE IN HIGHER EDUCATION.

Thursday 3, June

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COMMUNICATION CAREERS: WHAT IS THE APPROACH FOR THE FUTURE?ModeratorDonald Wright | Boston UniversityProfessor.


Alicia Perea | Universidad de San Martín de PorresHead of the Public Relations Unit from the Department of University Projection and Community Relations

Blanca Fullana | Universidad Pompeu Fabra – SpainAssociate Professor.

Carolina Spell | Universidad de San Martín de PorresResponsible for Public Relations Department.


José Luis Ibarra | Repsol PerúCommunication and Foreign Relations Manager.

Room C: COMMUNITY RELATIONS: HOW TO REACH CONSENSUS

Jorge Barata | OdebrechtRepresentative in Peru.

A strategy to promote sustainability thought infrastructural projects must be developed from the moment a big infrastructural project proposal is being studied. On the Interoceánica Sur, the first thing the concessionary consortium did was to make a trip to clarify to local communities and authorities what the project would mean for the region and the country. From that moment on, a disciplined relationship was born which, in time, generated respect and trust. Today, this project has a Community Relations Management and the concept of community relations evolved towards the concept of sustainable development, implementing a structured program of creation of opportunities around the Interoceánica Sur project. Odebrecht’s belief, implemented since the beginning, is that an infrastructure project has to meet a purpose that also offers opportunities and generates sustainable development around it.

PROMOTING SUSTAINABILITY IN HOLISTIC PROJECTS – THE CASE OF INTEROCEÁNICA SUR. Business leader and in charge of

ensuring the growth of the companies from the Odebrecht Group: Constructora Norberto Odebrecht S.A., and its affiliate: Constructora Norberto Odebrecht Peru, Branch Office, from Odebrecht Perú Ingeniería y Construcción S.A.C, from

CBPO Engenharia LTDA, and Odebrecht Investimentos en Infraestructura LTDA, in the different market areas of construction in Peru; and of the business development of the portfolio of Public and Private Contracts, Concessions and Private Initiatives of Infrastructure Projects. His business performance has resulted in public and private contracts and concessions of infrastructure projects such as Trasvase Olmos, IIRSA Norte, IIRSA Sur. He has worked in the field of private initiatives of infrastructure projects and has ensured the delivery of the projects to the full satisfaction of clients; surpassing agreed-upon results and the compliance of the company’s goals and objectives. Because of his work he has obtained a return of the investment for shareholders and has preserved the positive image of the Odebrecht Group.

Thursday 3, June

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Guillermo Vidalón | National Mining, Oil and Energy Society – SNMPE.Vice President of the Imageand Communications Committee.

Opening the Peruvian economy to a globalized world made the traditional relations established between the state and the company to change due to the emergence of new social actors who demand participation in the decisions regarding what they consider close to them. Is building bridges and establishing agreements without violence the challenge of today? What can be done so that being a citizen also implies respecting the legitimate established authority? How to propose and develop associations that strengthen the relations an industry requires to continue operating?

PUBLIC RELATIONS IN THE EXTRACTIVE INDUSTRY - THE SOUTHERN PERU CASE.

He is an active member of the International Copper Association and member of the Editorial Board of magazine Desde Adentro. He has been working in the mining-energy sector for more than �0 years and he is recognized as one of its main communicators. On the other hand,

he is an honorary member of the Instituto de Libre Empresa (ILE), author of the book Mining: the challenge of persuasion and coauthor of the book Economy, enterprise and freedom. His articles on current affairs have been published in the country on international web sites, and also on the main media specialized in the mining sector, newspapers such as El Comercio, Expreso and Gestión. He gives conferences in different universities of the country. He is a social communicator from Universidad Nacional Mayor de San Marcos and holds a bachelor’s degree in Literature from Pontificia Universidad Católica del Perú. He took courses in the Law School of the same university and also graduated from the Center of Higher National Studies (CAEN).

Amir Hamzah | BPMIGASVice President of Foreign Affairs.

From our perspective, the purpose of CSR in the Indonesian upstream Oil and Gas Business is to integrate economic, environmental and social consideration into business decision making and, in doing so, to generate profits for the government as well as investors while satisfying energy needs. Performing CSR has allowed us to determine the things we do, and we regard responsible behavior as an essential part of our business consensus. We are extremely proud of our efforts to generate consensus through CSR in aiding local communities, infrastructures and social human welfare, and at same time put into practice efforts to reduce environmental and social impacts. We will continue to do our part through CSR in order to generate consensus to meet our industry’s challenges in the future.

GENERATING CONSENSUS ON THE INDONESIAN UPSTREAM OIL & GAS ACTIVITIES. He was Head of Public Relations for three years in

BPMIGAS. He was also Media and Public Relations Director of BP Indonesia in �999. He was honored with the Appreciation Award granted by the Ministry of Energy and Mining Resources in �008, for his work “Directing the international interest publics and the public image for the Ministry of Energy and Mining Resources”. He is an Engineer graduated on Soil Sciences from the University of Brawijaya, Malang.

COMMUNITY RELATIONS: HOW TO REACH CONSENSUS.ModeratorJuan Carlos Molleda | Universidad de FloridaProfessor and Graduate Coordinator of the Departmentof Public Relations.


Amir Hamzah | BPMIGASVice President of Foreign Affairs.

Guillermo Vidalón | National Mining, Oil and Energy Society – SNMPE.Vice President of the Image and Communications Committee.

Jorge Barata | OdebrechtRepresentative in Peru.

Thursday 3, June

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In today’s interconnected world, where news travels in a matter of seconds and where anyone with a mobile device and internet access can report on any current event -even faster than news organizations- understanding the social graph and the new media that enables it, is crucial for corporate communications strategies. It is not only a matter of having new players in the business, but also a new timing to quickly react to issues, new ways of conveying messages and displaying content. A company cannot only rely on traditional media anymore. The so called influencers are changing, and new opinion leaders are rising in the blog sphere, becoming more relevant in the news cycles than companies might have given them credit for in past years. Social dynamics are demanding public statements, changes in the course of action, or event strategies when a company is involved in issue management, controversy or even a crisis. Bottom line is, social media is here to stay, so far as another means for the business world to interact with and cater to their key audiences.

For decades, public relations acted as a known and somehow effective model: to send messages through communication mass media to a generally passive audience. The Web �.0 and access to information at any time and place, have given consumers a new power that changed the rules of the game in a profound and definite way. In this context, Internet could be a threat but also a tool of great help for corporate communications and PR professionals with and ever move active audience who wants to participate in the “conversation”. The Social Web –or Web �.0– is re-writing the rules of corporative communication, public relations, and marketing. The organizations and their clients, partners, and suppliers are not, and will never be the same. This is what we have called the Horizontal Revolution. Why are Internet and social media important for companies, communications, and public relations professionals? How to take advantage of this new model of communication in which people have the power to search, ask, and generate information? What is the “horizontal revolution”? Where will these new rules of corporate communication take us?

He is co author of La revolución horizontal (The Horizontal Revolution). He worked for �7 years for EFE and Reuters. He has worked in the area of public relations, as Vice-President of agencies Fleishman Hillard in Miami and Citigate Dewe-Rogerson in New York. He has an advanced technical degree on electronics and telecommunications.

Alberto Arébalos | Google Inc.Director of Communications and Public Affairs for Latin America.

Leonardo Ortiz-Villacorta | Microsoft Corporation Director of Public Affairs & Communications.

He is responsible for managing worldwide communications and positioning the company’s intellectual property strategy. He worked in the company for �0 years as Corporate Image & Public Relations Manager for Microsoft Mexico; and later, he was Director of Public Affairs & Communications for Latin America. He was also deputy press secretary for the Ministry of Foreign Relations of Mexico, operations director for the State Arts Council at the local Government of Baja California, and deputy director for International Press at the Office of the President of Mexico.

SOCIAL MEDIA: RE-WRITING THE RULES OF CORPORATE COMMUNICATION.

SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATIONS.

Alberto Arébalos | Google Inc.Director of Communications and Public Affairs for Latin America.

Leonardo Ortiz-Villacorta | Microsoft CorporationDirector of Public Affairs & Communications.

Mauricio Andújar | A1-PerúDirector of Business Development and Strategic Planning.

SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATIONS.ModeratorCésar Mauricio | USMPProfessor, School of Communication Sciences, Tourism and Psychology.


Plenary session 5 SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATION.

Thursday 3, June

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Since the mid-�990s, the world has embraced one of the most important political revolutions in history, the Internet. Without the need to take up arms, citizens grabbed global networks to develop knowledge, sharing and communication. In just over ten years, �.5 billion citizens of the world have become Internet users. This revolution is a complete paradigm shift for society. Among global changes, users have developed their own expression on the network and have become active players of the political game. They have challenged the political authority as well as the media. They started a crusade to change the rules of traditional political life. And they did it. Today, political leaders need to completely rethink the way they deal with the audience. The “one too many” mode has switched to a “conversational” mode. Persuasion is not only a matter of performing well at a great TV show. Persuasion is much more now a matter of optimizing a global presence on the web. The complexity of information flow is now huge, and leaders need to diversify their communication strategy, using new tools or speaking new languages. This is one of the most exciting challenges for today’s communication professionals, as well as an opportunity for them to contribute with the vitality of democracy.

Anything is managed as a brand today – no matter if it’s a university or a football club. Even politics pursue a brand strategy these days. Just a few years ago, this would have been considered rather an unusual or even cynical opinion. But from a strategic communications perspective it is quite reasonable. In fact, the pursuit of a brand strategy is highly important in political communication as brands stand for emotionality and continuity. Brand communication means not only to apply a single communication measure, but to integrate a variety of them in a precise way. The globally active network agency MEDIA CONSULTA (MC) implements political communication as an integrated discipline. By using a balanced, target-group specific catalogue, the conveyance of politics is being optimized. MC realizes this type of political branding on the domestic, European, and global levels. Nowadays, political issues can only be conveyed by using such an integrated method. The field of political communication involves particular challenges. One needs to restrain oneself to a limited budget. And the messages must be conveyed in a trustworthy and sustainable way. Political communication has become the brand communication of long ago.

He supervises key institutional accounts such as the Federal Chancellorship of Germany, the European Commission (several General Directorates) and the Central European Bank, the United Nations, as well as large international clients such as Vodafone, Dunlop, Lidl, the Tourism Authority of Malta and Air Malta. He was political and business correspondent for Westdeutscher Rundfunk and the ARD in Cologne in �985. From �987 to �989, he worked as a public relations consultant for the Ministry of Defense and after for NATO’s secretary general, Manfred Wörner. After the Fall of the Wall and German Unification, he worked for the Trust Agency - SED, special assets section. He studied business, politics and international law in the University of Cologne, Georgetown University in Washington, London City University and HEC Paris.

Harald Zulauf | Media ConsultaManaging Director and CEO.

Christophe Ginisty | Rumeur Publique Founder and Managing Director of Paris-based.

He and his partners have been responsible for some of the most exciting and innovative IT launchings in history. He has been working closely with Francois Bayrou, leader of the French Democrat party, to develop creative bridges between Internet and politics. In �007, he founded “Internet sans frontières”, an NGO devoted to promote the freedom of expression of every citizen throughout the web. He has founded the Festival de Romans, the first festival awarding human creativity on the Internet. He is a sought after spokesperson about new media, digital revolution and the impact of Internet on our societies. He writes on his own personal blog and is considered one of the most influential bloggers in France. He is a member of “Renaissance Numérique”, a French business club lobbying the government to promote the massive adoption of technology throughout the French society. He is also a board member of IPRA.

POLITICAL COMMUNICATION AS BRAND COMMUNICATION?

THE NEW POWER OF CITIZENS IN POLITICAL COMMUNICATIONS.

Christophe Ginisty | Rumeur PubliqueFounder and Managing Director.

Harald Zulauf | Media ConsultaManaging Director and CEO.

José Elice Navarro | Reflexión DemocráticaExecutive Director.

POLITICAL COMMUNICATION.ModeratorRaúl Vargas | Radio Programas del PerúNews Director.


Plenary Session 6 POLITICAL COMMUNICATION

Thursday 3, June

IPRA 2010 Official Book

Education

Transcript of IPRA 2010 Official Book