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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.


 

Speakers Include:

Michael Coe, VP, Corporate Reputation and Media, Duke Energy
Courtney Colwell, Director of Content Marketing, American Express
Brian Hughes, Managing Editor, Longitudes, UPS


 

Tuesday, June 25, 2019

8:00 – 9:00 am
Coffee, light breakfast items
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 – 10:00 am

Setting an editorial policy for brand journalism

Successful brand journalism sites have a “North Star” that guides them. This session will look at examples of a pragmatic editorial policies, how they were created and how they were implemented.

10:00 – 10:30 am

Identifying stories that matter

With an editorial policy in place, a brand journalism site has a direction for stories Now stories need to be identified. These will be topics that impact the business yet touch the target audience outside corporate walls. The topics have a unique angle, and the audience understands why this company is qualified to address the subject. Practitioners will share the way they hunt-down their topics.

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

Crafting stories that matter

People relate to stories about other people. A topic is not a story. How does a corporate communicator bridge the inverted pyramid of journalism and the drama and empathy of a riveting story? Learn how to build character, setting, conflict and resolution into a brand journalism site.

11:30 am – 12:15 pm

Tools and techniques

This segment looks at the way practitioners keep their brand journalism efforts effective with multi-media, using other corporate outreach to support their work, and build networking based on their stories.

12:15 – 1:15 pm
Lunch
1:15 – 2:00 pm

Metrics that matter

The softer, human stuff of storytelling must tie to the need for real corporate results. Practitioners will discuss the hard numbers they measure and how they manage qualitative feedback. Great brand journalism sites also provide a glimpse into the future by showing the trends of audience feelings, knowledge, and how they are changing.

2:00 – 2:45 pm

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 as a place of “good news.” This case study shows how one company launched a brand journalism effort when there is public outrage.

2:45 – 3:00 pm
Break
3:00 – 3:30 pm

Keeping brand journalism fresh

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?

3:30 – 4:00 pm

Managing the effort inside the company

An expert negotiator once said that the toughest issues always come from your own side of the table. So, beat those internal barriers. This segment of our workshop reviews internal sales and coordinating tactics for a corporate brand journalism effort, from senior management to floor employees.

4:00 – 4:15 pm
Wrap-up
4:15 pm
Adjourn 

Who Should Attend

Heads, Directors and Senior Managers of:

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

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. 

ASSOCIATE SPONSOR
APPrise Mobile
BREAKFAST TOPIC ROUNDTABLE SPONSOR
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.


 

Speakers Include:

Michael Coe, VP, Corporate Reputation and Media, Duke Energy
Courtney Colwell, Director of Content Marketing, American Express
Brian Hughes, Managing Editor, Longitudes, UPS


 

Tuesday, June 25, 2019

8:00 – 9:00 am
Coffee, light breakfast items
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 – 10:00 am

Setting an editorial policy for brand journalism

Successful brand journalism sites have a “North Star” that guides them. This session will look at examples of a pragmatic editorial policies, how they were created and how they were implemented.

10:00 – 10:30 am

Identifying stories that matter

With an editorial policy in place, a brand journalism site has a direction for stories Now stories need to be identified. These will be topics that impact the business yet touch the target audience outside corporate walls. The topics have a unique angle, and the audience understands why this company is qualified to address the subject. Practitioners will share the way they hunt-down their topics.

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

Crafting stories that matter

People relate to stories about other people. A topic is not a story. How does a corporate communicator bridge the inverted pyramid of journalism and the drama and empathy of a riveting story? Learn how to build character, setting, conflict and resolution into a brand journalism site.

11:30 am – 12:15 pm

Tools and techniques

This segment looks at the way practitioners keep their brand journalism efforts effective with multi-media, using other corporate outreach to support their work, and build networking based on their stories.

12:15 – 1:15 pm
Lunch
1:15 – 2:00 pm

Metrics that matter

The softer, human stuff of storytelling must tie to the need for real corporate results. Practitioners will discuss the hard numbers they measure and how they manage qualitative feedback. Great brand journalism sites also provide a glimpse into the future by showing the trends of audience feelings, knowledge, and how they are changing.

2:00 – 2:45 pm

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 as a place of “good news.” This case study shows how one company launched a brand journalism effort when there is public outrage.

2:45 – 3:00 pm
Break
3:00 – 3:30 pm

Keeping brand journalism fresh

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?

3:30 – 4:00 pm

Managing the effort inside the company

An expert negotiator once said that the toughest issues always come from your own side of the table. So, beat those internal barriers. This segment of our workshop reviews internal sales and coordinating tactics for a corporate brand journalism effort, from senior management to floor employees.

4:00 – 4:15 pm
Wrap-up
4:15 pm
Adjourn 

Who Should Attend

Heads, Directors and Senior Managers of:

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

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

June 26 - 27, 2019

The Conference Board’s 2019 Corporate Communications Conference addresses current issues that communications professionals face. We’re bringing together recognized communications thought leaders to share new strategies, skills, trends, case studies, and best practices, which will help position communicators as innovative strategic partners to a business. 

Communicators are gaining recognition and leverage among enlightened leaders, increasingly becoming trusted advisers to executives.  With this reality, the expectations are high… are you prepared?  

Additionally, the communications discipline is anything but stagnant:

  • Social media has changed the way we do our jobs.
  • Constituents care more about purpose than profits.
  • Messages saturate the marketplace and the pace is not slowing down.
  • Technology multiples channels to communicate.
  • The pace of news has quickened, creating a need for speed and adaptability for both external and internal audiences.
  • Workplace turnover demands that we pass good lessons to newer entrants in the field.

Attendees will learn about expectations evolving in their discipline, and strategies to address the changing needs of executives, employees, customers, the media, and the public. Unlike competing events, this event is created by professionals for professionals, and seeks to be a conversation among people who want to take the profession – and their career - to the next level.  This conference is not simply an education event.  Sessions will be interactive, and provide solutions, clarity on next steps, and inspiration to move forward and execute. 

Five Major Highlights of the Conference

  • Speakers are recognized corporate communications thought leaders/influencers.  These organizations are not benchmarking; they are the benchmarks.
  • This conference is not simply an education event.  Sessions will be interactive, and provide solutions, clarity on next steps, and inspiration to move forward and execute. 
  • Hear findings from the latest Corporate Communications Practices Study, which identifies trends in the responsibilities, management, and leadership of the corporate communications function. Find out how your department stacks up against your peers and what others are doing to ensure the function plays an important strategic role at their companies.
  • Hear directly from a CEO about the expectations senior leaders have on communications professionals and how you can add the most value.
  • Winners of the 2019 Excellence in New Communications Awards will share their case studies, which garnered the judges’ attention and earned them the honor.

Who Should Attend

We recommend this seminar for professionals who are involved in the following business areas:

  • Corporate Communications
  • Employee Engagement
  • Executive Relations
  • Internal Communications
  • Public Relations
  • Social Media
  • Stakeholder Engagement

Get Involved!

For sponsorship opportunities, contact michael.felden@conferenceboard.org.
For marketing partnerships, contact melissa.mianulli@conferenceboard.org
For speaking opportunities, contact jill.christensen@conferenceboard.org

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

Annie Burt, Director, Staff Engagement & Communications, Mayo Clinic

Michelle Cirocco, Chief Social Responsibility Officer, Televerde

Jean Marie Decker, Director of Communications, NFI Industries

Justin Dini, Head of Corporate Communications, Viacom

Lou Dubois, Content Lead, Hilton

Liza Fefferman, Senior VP - Communications, Viacom

Amy Jenkins, Director of Client Strategy, AppriseMobile

Cynthia Littleton, Reporter, Variety

Angela Matusik, Head of Brand Journalism, HP

Grant McLaughlin, Chief Marketing Officer, Booz Allen

Ann Miller-Rauch, VP - Global HR Communications, SAP

Alex Parkinson, Senior Researcher, The Conference Board

Sally Schiff, Senior Director - Team Member Communications, Hilton

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

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

Kellie Walenciak, Head of Corporate Communications, Televerde

Associate Sponsor
APPrise Mobile
Breakfast Topic Roundtable Sponsor
JK Design