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2019 Corporate Communications Conference

Intrigue, Influence and Inspire
JUNE 26 - 27, 2019 | EXECUTIVE CONFERENCE CENTER | NEW YORK, NY

June 25, 2019

Brand Journalism:  How to Create and Deliver Your Own News

About the Seminar

Effective brand journalism shortens the information path from companies to its constituents. It slices through extraneous information and embraces the logic and emotion of the audience. It isn’t marketing or press releases. Or a CEO’s ego fix. It is not ivory tower corp-speak.

The best brand journalism is refined, topical, sometimes even brazen. Emotional, too. It sits on the same side of the table as its audience, mainlining meaningful data and ideas to a public who decides a company’s success.

Inside a company, brand journalism flexes communication muscles different from traditional corporate communication practices. But which ones, and how to develop them? This workshop is a small group interactive experience with corporate practitioners who have forged successful brand journalism programs.


 

Tuesday, June 25, 2019

8:00 – 9:00 am
Breakfast
9:00 – 9:15 am

Structure of the Workshop

Our workshop is going to be fast-moving and will provide action items for back at the office. We will review our plans for the day, briefly, and get started. Our attendees will be involved with the presentations with Q&A all day.

Scott Carlberg, Program Director, The Conference Board

9:15 – 9:45 am

Setting an Editorial Policy for Brand Journalism

Brand journalism cannot exist as a “corporate hobby.” There has to be a purpose. The site and the staff all pulling in the same direction. All the time. In unison. That is what makes a brand journalism site click, and clickable. Brand journalism like a gourmet grocery store. Shoppers (website readers) want to know the quality and freshness of the product; an easy experience to get what they expert. The staff of the store knows exactly how to keep shoppers coming back. Brand journalism creators are the staff of their own specialty shop. A brand journalism site’s editorial policy sets the standards for content quality and freshness:

  • What topics are relevant? Why?
  • Why is the company the logical information source?
  • What style of writing and level are proper for the readers?
  • What information lives on the site long-term? What is temporary?
  • "Who says?" Are there individual points-of-view? An institutional voice?
  • Is there a call to action?
  • What does success look like?

Attendees will put together an outline for a brand journalism editorial policy to use back at the office. Attendees will understand how to make the policy “live” as it evolves.

An editorial policy ensures that a staff all pulls in the same direction, with the same goals, in the same way. It’s a quality control tool.

Michael Weinstein, Managing Editor, Duke Energy Illumination

Dean Foust, Director of Executive Communication, UPS

9:45 – 10:30 am

Identifying Stories that Matter

"Show me!" should be the slogan framed on the wall of brand journalism creators. Don’t explain it to readers. Show them.

Show them in a way that makes sense, makes meaning.

Show me dedication: In My husband, the lineworker, is a superhero, Duke Energy went inside the household of a lineman who is called out for duty when others retreat into the safety of their homes.

Show me expertise: In Flexible Supply Chain Solutions for Advanced Therapies, UPS went inside the world of clinical trials and patient needs to explain how logistics creates efficiencies and hope.

Show me empathy: In Heart on the line, Spectrum Health told the story of a patient whose bariatric surgery allows her to now run, swim and play with her 9-year-old daughter.

Each of these stories had to be discovered. Each is a subjective story about an objective trait. Brand journalists identified the themes and dug for the stories. Attendees will learn how to be corporate journalist who dig deep for the people and stories that appeal to readers.

Michael Weinstein, Managing Editor, Duke Energy Illumination

Cheryl Welch, Corporate Communications Manager – Health Beat, Spectrum Health

10:30 – 10:45 am
Break
10:45 – 11:30 am

Tools and Techniques

Advanced technology meets creativity. Brand journalists flex their creative talents with the help of research tools (like Google Trends), scheduling software (like Hootsuite), sites that help your language (like Grammarly). Programs that find sources, make connections and track your connections play into the reach and focus of brand stories.

Dean Foust, Director of Executive Communication, UPS

Andrew Gothelf, Head of Content/App Exchange, Salesforce

11:30 am – 12:15 pm

Crafting Stories that Matter

A good story is a journey. A personal journey that readers can understand. What do good brand journalists do? "We keep it real – real people, real struggles, real breakthroughs. We drew a line in the sand, and anyone running a successful brand journalism venture will say the same thing. We don’t 'set up' moments for the camera."

That is Cheryl Welch who manages Health Beat for Spectrum Health, an exceptional brand journalism site.
Stories have character, setting, conflict and resolution. Stories are about a struggle, accomplishment or surprise that happened to people just like your readers.

Attendees will work on one of their own potential stories and learn how to outline a compelling story that attracts readers.

Cheryl Welch, Corporate Communications Manager – Health Beat, Spectrum Health

12:15 – 1:15 pm
Lunch
1:15 – 2:00 pm

Metrics that matter

"We bring in $100 for every dollar our company sends on our brand journalism." That gets management’s attention and is the measure one of our brand journalism speakers uses.

Communications departments can struggle with ways to measure success, but without metrics brand journalism is a soft science in a world of numbers.
How does a brand site change the customer decision journey, or impact a conversion rate? How does the site lead to other product sales? Some may measure actions following clicks or sharing the story.

Metrics that are successful are steeped in the language of business success. Sales, leads, avoided cost…

In this segment brand journalists discuss the way they show their management why they are successful and worth the money spent.

Stephanie King, Director, Global Content Enablement and Distribution, American Express

Cheryl Welch, Corporate Communications Manager – Health Beat, Spectrum Health

2:00 – 2:30 pm

Handling Controversy in a Brand Journalism Effort

Handling controversy in a brand journalism effort. Public activism has created an environment that requires companies to address problems fast and with transparency. Yet some corporate managements see a brand journalism site only as a place of “good news,” where people hold oversized checks and wear volunteer t-shirts.

A goal for brand journalism during tough news: "Create a community online and be part of the conversation. Repair some of the damage."

This session shows how difficult news can energize a company and brand journalism site. For instance, the financial crisis of 2009 opened an opportunity for financial organizations to reclaim credibility and enlist support. An environmental incident spurred an energy company to forge a new communication vehicle.
Attendees will hear how to approach bad news in a brand journalism site, and ways to identify issues that may come up.

2:30 – 2:45 pm
Break
2:45 – 3:30 pm

Keeping Brand Journalism Fresh

Social trends, news cycles and people’s understanding change, so a brand journalism effort should evolve, too. "Rethink the content experience," as one of our speakers says.

Deciding when to refresh a brand journalism effort is more than the look and feel of the site itself. How long can a site go before a major refresh? How should content be assessed and re-directed? How does audience feedback fit into the effort? How does the initiative track industry trends to stay one step ahead of the audience?

Stephanie King, Director, Global Content Enablement and Distribution, American Express

Andrew Gothelf, Head of Content/App Exchange, Salesforce

3:30 – 4:00 pm

Managing the Effort Inside the Company

Social trends, news cycles and people’s understanding change, so a brand journalism effort should evolve, too. “Rethink the content experience,” as one of our speakers says.

Deciding when to refresh a brand journalism effort is more than the look and feel of the site itself. How long can a site go before a major refresh? How should content be assessed and re-directed? How does audience feedback fit into the effort? How does the initiative track industry trends to stay one step ahead of the audience?

Stephanie King, Director, Global Content Enablement and Distribution, American Express

Michael Weinstein, Managing Editor, Duke Energy Illumination

Dean Foust, Director of Executive Communication, UPS

Cheryl Welch, Corporate Communications Manager – Health Beat, Spectrum Health

Andrew Gothelf, Head of Content/App Exchange, Salesforce

4:00
Adjourn 

Who Should Attend

Heads, Directors and Senior Managers of:

  • Communications
  • Internal Communications
  • External Communications
  • Social Media
  • Brand
  • Marketing

Earn Recertification Credits

CPE logo

Earn up to 6.5 CPE credits
Communications & Marketing
Requirements: Attendees must sign-in each day for full credit. Delivery Method: Group-Live; Program Level: Intermediate, Prerequisites: Bachelor’s degree or higher, Advanced Preparation: None

SHRM

This program has been pre-approved for 5.5 PDCs for the SHRM-CP or SHRM-SCP. For more information about certification or recertification, please visit www.shrmcertification.org.

HRCI

This program has been approved for 5.5 (BUSINESS) recertification credit hours toward aPHR, PHR, SPHR, PHRca, GPHR, PHRi, and SPHRi recertification through the HR Certification Institute (HRCI). For more information about certification or recertification, please visit the HR Certification Institute website at www.hrci.org.

Want to Discuss More? Join us June 26-27 for the Corporate Communications Conference. Register now!

LOCATION

Pre-Conference:
The Conference Board
845 Third Ave, Third Floor
New York, NY 10022

Conference:
Executive Conference Center
1601 Broadway
New York, NY 10019
Phone: (212) 903-8060

Please Note: Registration fees do not include hotel accommodations. 

OUR MISSION

All proceeds support The Conference Board's educational, scientific, and not-for-profit mission.

ASSOCIATE SPONSORS
APPrise Mobile
Crisp Thinking - Associate Sponsorship
BREAKFAST
JK Design
AGENDA
JUNE 26 - 27, 2019
EXECUTIVE CONFERENCE CENTER,NEW YORK, NY

June 25, 2019

Brand Journalism:  How to Create and Deliver Your Own News

About the Seminar

Effective brand journalism shortens the information path from companies to its constituents. It slices through extraneous information and embraces the logic and emotion of the audience. It isn’t marketing or press releases. Or a CEO’s ego fix. It is not ivory tower corp-speak.

The best brand journalism is refined, topical, sometimes even brazen. Emotional, too. It sits on the same side of the table as its audience, mainlining meaningful data and ideas to a public who decides a company’s success.

Inside a company, brand journalism flexes communication muscles different from traditional corporate communication practices. But which ones, and how to develop them? This workshop is a small group interactive experience with corporate practitioners who have forged successful brand journalism programs.


 

Tuesday, June 25, 2019

8:00 – 9:00 am
Breakfast
9:00 – 9:15 am

Structure of the Workshop

Our workshop is going to be fast-moving and will provide action items for back at the office. We will review our plans for the day, briefly, and get started. Our attendees will be involved with the presentations with Q&A all day.

Scott Carlberg, Program Director, The Conference Board

9:15 – 9:45 am

Setting an Editorial Policy for Brand Journalism

Brand journalism cannot exist as a “corporate hobby.” There has to be a purpose. The site and the staff all pulling in the same direction. All the time. In unison. That is what makes a brand journalism site click, and clickable. Brand journalism like a gourmet grocery store. Shoppers (website readers) want to know the quality and freshness of the product; an easy experience to get what they expert. The staff of the store knows exactly how to keep shoppers coming back. Brand journalism creators are the staff of their own specialty shop. A brand journalism site’s editorial policy sets the standards for content quality and freshness:

  • What topics are relevant? Why?
  • Why is the company the logical information source?
  • What style of writing and level are proper for the readers?
  • What information lives on the site long-term? What is temporary?
  • "Who says?" Are there individual points-of-view? An institutional voice?
  • Is there a call to action?
  • What does success look like?

Attendees will put together an outline for a brand journalism editorial policy to use back at the office. Attendees will understand how to make the policy “live” as it evolves.

An editorial policy ensures that a staff all pulls in the same direction, with the same goals, in the same way. It’s a quality control tool.

Michael Weinstein, Managing Editor, Duke Energy Illumination

Dean Foust, Director of Executive Communication, UPS

9:45 – 10:30 am

Identifying Stories that Matter

"Show me!" should be the slogan framed on the wall of brand journalism creators. Don’t explain it to readers. Show them.

Show them in a way that makes sense, makes meaning.

Show me dedication: In My husband, the lineworker, is a superhero, Duke Energy went inside the household of a lineman who is called out for duty when others retreat into the safety of their homes.

Show me expertise: In Flexible Supply Chain Solutions for Advanced Therapies, UPS went inside the world of clinical trials and patient needs to explain how logistics creates efficiencies and hope.

Show me empathy: In Heart on the line, Spectrum Health told the story of a patient whose bariatric surgery allows her to now run, swim and play with her 9-year-old daughter.

Each of these stories had to be discovered. Each is a subjective story about an objective trait. Brand journalists identified the themes and dug for the stories. Attendees will learn how to be corporate journalist who dig deep for the people and stories that appeal to readers.

Michael Weinstein, Managing Editor, Duke Energy Illumination

Cheryl Welch, Corporate Communications Manager – Health Beat, Spectrum Health

10:30 – 10:45 am
Break
10:45 – 11:30 am

Tools and Techniques

Advanced technology meets creativity. Brand journalists flex their creative talents with the help of research tools (like Google Trends), scheduling software (like Hootsuite), sites that help your language (like Grammarly). Programs that find sources, make connections and track your connections play into the reach and focus of brand stories.

Dean Foust, Director of Executive Communication, UPS

Andrew Gothelf, Head of Content/App Exchange, Salesforce

11:30 am – 12:15 pm

Crafting Stories that Matter

A good story is a journey. A personal journey that readers can understand. What do good brand journalists do? "We keep it real – real people, real struggles, real breakthroughs. We drew a line in the sand, and anyone running a successful brand journalism venture will say the same thing. We don’t 'set up' moments for the camera."

That is Cheryl Welch who manages Health Beat for Spectrum Health, an exceptional brand journalism site.
Stories have character, setting, conflict and resolution. Stories are about a struggle, accomplishment or surprise that happened to people just like your readers.

Attendees will work on one of their own potential stories and learn how to outline a compelling story that attracts readers.

Cheryl Welch, Corporate Communications Manager – Health Beat, Spectrum Health

12:15 – 1:15 pm
Lunch
1:15 – 2:00 pm

Metrics that matter

"We bring in $100 for every dollar our company sends on our brand journalism." That gets management’s attention and is the measure one of our brand journalism speakers uses.

Communications departments can struggle with ways to measure success, but without metrics brand journalism is a soft science in a world of numbers.
How does a brand site change the customer decision journey, or impact a conversion rate? How does the site lead to other product sales? Some may measure actions following clicks or sharing the story.

Metrics that are successful are steeped in the language of business success. Sales, leads, avoided cost…

In this segment brand journalists discuss the way they show their management why they are successful and worth the money spent.

Stephanie King, Director, Global Content Enablement and Distribution, American Express

Cheryl Welch, Corporate Communications Manager – Health Beat, Spectrum Health

2:00 – 2:30 pm

Handling Controversy in a Brand Journalism Effort

Handling controversy in a brand journalism effort. Public activism has created an environment that requires companies to address problems fast and with transparency. Yet some corporate managements see a brand journalism site only as a place of “good news,” where people hold oversized checks and wear volunteer t-shirts.

A goal for brand journalism during tough news: "Create a community online and be part of the conversation. Repair some of the damage."

This session shows how difficult news can energize a company and brand journalism site. For instance, the financial crisis of 2009 opened an opportunity for financial organizations to reclaim credibility and enlist support. An environmental incident spurred an energy company to forge a new communication vehicle.
Attendees will hear how to approach bad news in a brand journalism site, and ways to identify issues that may come up.

2:30 – 2:45 pm
Break
2:45 – 3:30 pm

Keeping Brand Journalism Fresh

Social trends, news cycles and people’s understanding change, so a brand journalism effort should evolve, too. "Rethink the content experience," as one of our speakers says.

Deciding when to refresh a brand journalism effort is more than the look and feel of the site itself. How long can a site go before a major refresh? How should content be assessed and re-directed? How does audience feedback fit into the effort? How does the initiative track industry trends to stay one step ahead of the audience?

Stephanie King, Director, Global Content Enablement and Distribution, American Express

Andrew Gothelf, Head of Content/App Exchange, Salesforce

3:30 – 4:00 pm

Managing the Effort Inside the Company

Social trends, news cycles and people’s understanding change, so a brand journalism effort should evolve, too. “Rethink the content experience,” as one of our speakers says.

Deciding when to refresh a brand journalism effort is more than the look and feel of the site itself. How long can a site go before a major refresh? How should content be assessed and re-directed? How does audience feedback fit into the effort? How does the initiative track industry trends to stay one step ahead of the audience?

Stephanie King, Director, Global Content Enablement and Distribution, American Express

Michael Weinstein, Managing Editor, Duke Energy Illumination

Dean Foust, Director of Executive Communication, UPS

Cheryl Welch, Corporate Communications Manager – Health Beat, Spectrum Health

Andrew Gothelf, Head of Content/App Exchange, Salesforce

4:00
Adjourn 

Who Should Attend

Heads, Directors and Senior Managers of:

  • Communications
  • Internal Communications
  • External Communications
  • Social Media
  • Brand
  • Marketing

Earn Recertification Credits

CPE logo

Earn up to 6.5 CPE credits
Communications & Marketing
Requirements: Attendees must sign-in each day for full credit. Delivery Method: Group-Live; Program Level: Intermediate, Prerequisites: Bachelor’s degree or higher, Advanced Preparation: None

SHRM

This program has been pre-approved for 5.5 PDCs for the SHRM-CP or SHRM-SCP. For more information about certification or recertification, please visit www.shrmcertification.org.

HRCI

This program has been approved for 5.5 (BUSINESS) recertification credit hours toward aPHR, PHR, SPHR, PHRca, GPHR, PHRi, and SPHRi recertification through the HR Certification Institute (HRCI). For more information about certification or recertification, please visit the HR Certification Institute website at www.hrci.org.

Want to Discuss More? Join us June 26-27 for the Corporate Communications Conference. Register now!

June 26 - 27, 2019

About the Conference

Our time is now! Corporate communicators are increasingly becoming trusted advisors to executives—steadily gaining recognition and leverage among enlightened leaders. With this reality, demands on communications professionals are running high. We’re being pulled in many directions by executives, employees, the media and the public. 

This conference gets real with trends, strategies, challenges and opportunities around belonging side by side with business strategy. Check out our agenda toting top speakers sharing stories and insights in interactive sessions to propel your move forward and up.

Can’t Miss Sessions Around:

  • A special discussion with Hilton, #1 on Fortune’s 100 Best Companies to Work for in 2019!
  • Managing movements: from not-so-sweet tweets to digital waves of disruption and transformation
  • Conveying purpose and the choice to re-invent your brand
  • Identifying and highlighting key messages on new channels, and meeting people where they already are
  • Techniques for navigating the future (because it’s already here)
  • Case studies from the 2019 Excellence in New Communications Award Winners

Additional Opportunities

  • Add on the pre-conference workshop! Brand Journalism: How to Create and Deliver Your Own News (June 25) is a small group, interactive experience where you will learn directly from corporate practitioners who have forged successful brand journalism programs.

  • Join us for the 2019 Excellence in New Communications Awards (June 26) (formerly the SNCR Excellence in New Communications Awards) to honor the corporations, nonprofits, organizations, and individuals whose use of new and emerging communications tools and technologies are advancing marketing and communication to improve businesses as well as society. Seats are limited - reserve yours now!


The Benefits to You

By attending this conference, you will:

  • Learn how successful comms professionals are proactive and stay one step ahead of trends.  

  • Discover strategies and tactics to handle emerging needs and issues before they happen.

  • Find out how to reach the most important audiences where the are, quickly and effectively.

  • Gain skills and knowledge on new communications methods, technology, and trends.

  • Better understand which metrics will prove effectiveness to key stakeholders and the C-Suite.

  • Learn from companies that are top in their industry and have the awards to prove it.

  • Network, collaborate, and benchmark with your communications peers.


Who Should Attend

This conference is designed especially for professionals involved in the following business areas:

  • Corporate Communications

  • Employee Engagement

  • Executive Relations

  • Internal Communications

  • Public Relations

  • Social Media

  • Stakeholder Engagement


Earn Recertification Credits

CPE logo

Earn up to 11 CPE credits
Communications & Marketing
Requirements: Attendees must sign-in each day for full credit. Delivery Method: Group-Live; Program Level: Intermediate, Prerequisites: Bachelor’s degree or higher, Advanced Preparation: None

SHRM

This program has been pre-approved for 9 PDCs for the SHRM-CP or SHRM-SCP. For more information about certification or recertification, please visit www.shrmcertification.org.

HRCI

This program has been approved for 9 (BUSINESS) recertification credit hours toward aPHR, PHR, SPHR, PHRca, GPHR, PHRi, and SPHRi recertification through the HR Certification Institute (HRCI). For more information about certification or recertification, please visit the HR Certification Institute website at www.hrci.org.

Three Things to Do Now 

1. Download the Agenda
To learn more about sessions and speakers, download the latest agenda.

2. Register
Register today to secure your seat. Teams of 3+ save $300 per person!
One discount per registration. Multiple discounts may not be combined.

3. Get Involved 
If you would like to get involved in this year’s conference, please contact us.

Carrie Altieri, VP of Communications, People and Culture, IBM

Annie Burt, Division Chair, Communications, Mayo Clinic

Michelle Cirocco, Chief Social Responsibility Officer, Televerde

Jean Marie Decker, Director of Communications, NFI Industries

Justin Dini, SVP & Head of Corporate Communications, Viacom

Lou Dubois, Content Lead - Global Brand Communications, Hilton

Liza Fefferman, SVP, Communications, MTV, VH1, CMT + Logo

Meghan Graham, Executive Strategy Director, T Brand Consulting

Amy Jenkins, Director of Client Strategy, theEMPLOYEEapp

Cynthia Littleton, Business Editor, Variety

Teri Loxam, SVP, Investor Relations & Global Communications, Merck

Angela Matusik, Head of Brand Journalism, Hewlett Packard Enterprise

Grant McLaughlin, Chief Marketing Officer, Booz Allen Hamilton Inc.

Emma Monks, VP of Crisis Intelligence,

Sally Schiff, Senior Director - Team Member Communications, Hilton

Joel Schwartzberg, Senior Director of Strategic and Executive Communications, ASPCA

Dana Stirk, Digital Director, Booz Allen Hamilton

Ruben Taborda, Senior Director of Hospital and Distributor Supply Chain Solutions, Johnson & Johnson

Kellie Walenciak, Head of Corporate Communications, Televerde

Cheryl Welch, Corporate Communications Manager – Health Beat, Spectrum Health

Associate Sponsors
APPrise Mobile
Crisp Thinking - Associate Sponsorship
Breakfast
JK Design