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ralph_reidBy Ralph Reid, VP, Corporate Social Responsibility and President, Sprint 

Presented at  Communicating Sustainability 2010, organized by Communitelligence

Speakers included: Michael Splinter, Chairman and CEO of Applied Materials; Matthew Bishop, author of Philanthrocapitalism; Dave Stangis, Vice President, CSR/Sustainability at Campbell Soup Company; Gil Friend, CEO of Natural Logic; Steve Lippman, Director of Environmental Strategy at Microsoft; Judah Schiller , Co-founder and CEO of Saatchi & Saatchi S, North America; Amy Skoczlas Cole, Director of the eBay Green Team; Shel Horowitz, ethical/green strategist; Christine Arena, CEO of sparkUp; Lindsey Held Bolton, Senior Director of Sustainability Global Communications at SAP; Ralph Reid, Vice President, Corporate Social Responsibility at Sprint; Laura Rodormer, Director of Corporate Citizenship for McKesson; and Bruce Klafter, Managing Director, Environmental, Health and Safety at Applied Materials. 

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Surprisingly, there is no defined background or career path for those who aspire to the position of global corporate brand manager. Public relations and corporate communications practitioners often believe they have the right to be the strongest voice in determining the brand. After all,among the responsibilities of the most senior public relations (PR) executive is that of promoting and protecting the reputation of the corporation.

But at a time when global brands are valued in the billions, there is a dearth of good practical advice on what business professionals from many areas could and should be doing to build and protect their organization’s brand. And everyone from designers to lawyers to marketers to advertisers and even HR professionals can and should be playing a role. Nothing is more important than living the brand.

This webinar offers a chance to hear Michael Morley discuss themes from his new book, The Global Corporate Brand Book. He will show how corporate brand value can be measured in finite terms and encourages PR people to aspire to the role of corporate brand managers. This way their own work’s importance will be recognized and funded. But before this can be achieved, they will need to widen their knowledge beyond traditional PR techniques.

What You Will Learn:

  • The six critical elements of a global corporate brand
  • Case histories of successful global corporate brands
  • The role of corporate communications in corporate brand building

“Presenter was extremely knowledgeable, presented well and used some excellent examples. He dug far deeper into branding and reputation management than I have ever seen or heard. His laying out of the six Vs was creative, sensitive and well done.”

Presented by:

morley_portrait120Michael Morley is president of Morley Corporate Consulting, a firm of management consultants in corporate reputation and branding. For nearly 40 years Morley worked at Edelman helping establish it as the world’s largest independent PR agency. He founded the agency’s first overseas office, in London in 1967. He went on to be named President of Edelman International Corporation and established other Edelman offices in Europe, Canada , Asia Pacific and Latin America . Since 1984 he has been based in New York.

Morley has managed multi-national PR programs for companies that include UPS, AMADEUS Global Travel Distribution, NCR, VISA International, British Airways, Ernst & Young, Hoffmann-La Roche, Schering Plough, Procter & Gamble , S.C. Johnson and Hertz Corporation. From 1995 to 1998 Morley was President of Edelman New York and from 1998-2001 was Deputy Chairman and President of International Operations. He served as Deputy Chairman of Daniel J. Edelman Inc until his retirement in 2006.

He is also Chair of the Senior Advisory Board Experts (SAGEs) of the Echo Research Group and adjunct professor teaching in the Master of Science in PR and Corporate Communications program at New York University.

Before joining Edelman, Morley had served as an officer in the Royal Artillery and after a period in journalism had been a director of another British PR firm for seven years. He is a Fellow of the Chartered Institute of Public Relations, lectures extensively on PR, holds the CAM Diploma and in 1981 was elected to a Fellowship in the organization that is responsible for P.R. education and examinations in Britain . He served as Chairman of the jury of the IPRA Golden World Awards from 1999-2002. In June 2003 Morley was awarded the Alan Campbell-Johnson Medal for distinguished service to International Public Relations by The Institute of Public Relations. Later the same year he was one of the first six PR leaders named to the ICCO Hall of Fame.

 

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At Cisco, they’ve changed the way they use words. It’s saving them money and helping them work together better. It’s connecting the internal culture to the business in deeper, more meaningful ways. And that’s helping them serve customers better and sell more.

In this session, Mark Buchanan, program lead for Cisco’s brand language initiative, paints a picture of how Cisco is changing the way 75,000 employees are using words across a $130 Billion business. He’ll walk you through how the brand language team set the plan in motion and made lasting changes. He’ll include practical tips and share insights, successes, and challenges. And he’ll give you his thoughts about how the lessons from Cisco can make a difference for your business.

The session includes:

  • Evaluating the opportunity
  • Aligning your voice with your business
  • Connecting with your audience
  • Scaling the program
  • Making it stick

Presented by:

Mark Buchanan200Mark Buchanan is the program lead for brand language at Cisco. He’s helping the company use language that is simpler and more distinctive. And he’s helping bring empathy back to a technology company that has always cared about people, but has found those values challenged by rapid growth and increasingly complex technology. He’s worked with Sales, Marketing, Engineering, Services and Corporate Communications and has seen impressive results across every function. Together, Mark and the people at Cisco are changing the culture of language and communications, around the world for 75,000 employees, 50,000 contractors and vendors, across a $130 billion business.

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In this age of rapid communication, openness and transparency, it becomes more important than ever to find common ground and forums for dialogue with stakeholder groups beyond customers and shareholders. Mutually beneficial  alliances with environmentalists, health-care advocates and similar groups can  provide insights into markets, societal trends and public concerns. Done well,  such alliances can enhance the reputation of both the company involved and the advocacy group. Learn how McDonald’s and Tyson Foods have implemented  mutually beneficial alliances with advocacy groups and NGOs.

What You Will Learn:

  • What works and what doesn’t in building alliances with advocacy groups
  • NGOs as friends, foes and collaborators
  • Best practices in forming productive alliances with advocacy groups

Questions Asked and Answered

  • What are some of the criteria you use to select NGO’s?
  • Do you see significant variance between the individuals within NGO’s?
  • Does McDonalds carry on an open dialogue with PETA and other antagonists in the 9 and 10 zone?
  • Can you talk more about using social networking for NGO engagement?
  • CSPI and PETA are very antagonistic; what guidance can you offer for dealig with these specific entities?
  • What’s the most effective approach for a national company with only 1 PR and 1 Community Relations employee and no agency?
  • Is it best to focus on one issue like Tyson is doing with hunger, and establish leadership over long term, or try to be involved in many other issues on a lesser scale?
  • Are there any examples faith-based organizations who have been good partners for you to work with?
  • Social media engagement takes a lot of manpower to do. Are either of you adding to staff to engage online with NGO’s?
  • Can you both give examples of how you have enabled local leaders to emulate your corporate strategies on a local basis?
  • Who is the most important audience to hear about your commitment to hunger?

Presented by:

langert.bob120Bob Langert is Vice President, Corporate Social Responsibility for McDonald’s. His responsibilities with McDonald’s include social responsibility efforts, including McDonald’s social responsibility reporting; Global environmental management systems and issues; Global supply chain issues (e.g., sustainable agriculture, biotechnology, animal agricultural and animal welfare programs); Issues management; and part of McDonald’s “Balanced, Active Lifestyles” team.

Langert joined McDonald’s in 1983, with management positions in logistics and packaging purchasing in the 80s; and responsibilities for environment, energy management, animal welfare, Ronald McDonald Children’s Charities, emerging issues’ management, and, most recently, social responsibility in the 90’s through today. He earned an MBA from Kellogg School of Management, Northwestern University, Evanston, Illinois; a BA from Lewis University, Romeoville, Illinois, and a BS at Hamburger University.

Ed Bookcase120Ed Nicholson is currently director of corporate community and public relations for Tyson Foods, Inc. He has been with Tyson since 1995, previously serving as the company’s director of media relations, and primary media spokesperson. Ed is part of a team that helps create and implement community relations strategies in the 100 U.S. communities in which Tyson Foods has operations. He is also responsible for managing relationships within Tyson’s primary area of philanthropic activity, hunger relief. He has been at the forefront of Tyson’s use of social media, which is focused on creating community around the issue of hunger.

Peter Faur, president of RightPoint Communications Inc., has been

on the front lines of controversies ranging from environmental spills and cleanups to industrial fatalities to allegations of animal abuse at marine theme parks. He is known for keeping a cool head, getting people from many walks of life to talk together, and helping people learn how to explore each other’s concerns so they can find mutually agreeable solutions to problems they face. Faur moved to Phoenix in late 2002 to head the communications staff of Phelps Dodge Corp., a copper-mining company acquired in 2007 by Freeport-McMoRan Copper & Gold Inc. As vice president-corporate communications, he was responsible for all the company’s internal and external communications programs. He designed and implemented a community relations and communications model now replicated in several communities in which the company is pursuing environmental remediation projects. While the issues are controversial, the company has been able to build bases of support and has kept strong, results-oriented dialogues in place.

Additional Resources:

 

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Despite a steady stream of corporate-caused financial, social and environmental disasters, the debate about CSR’s fundamental value carries on. “While companies sometimes can do well by doing good, more often they can’t,” said a recent Wall Street Journal article on the subject. “In most cases, doing what’s best for society means sacrificing profits.” In this provocative session, we’ll answer the most pertinent questions: What fiduciary duties do today’s executives really have? Which business strategies generate the most good? and, Where do the most promising future opportunities lie?

  • Christine Arena: Co-founder and CEO of sparkUp
  • Sandy Skees: Executive Vice President, Sustainability Practice, Cohn & Wolfe
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We all live in glass houses. Reputation failure is no longer a threat that looms large for companies only in high-risk industries and activities. It has become an all-too-familiar scenario for all companies in all corners of the world. A Weber Shandwick proprietary analysis revealed that over three-quarters (79 percent) of the world’s number-one most admired companies lost their crowns over the past five years in their respective industries.Over three-quarters (79 percent) of the world’s number-one most admired companies lost their crowns over the past five years in their respective industries. The corporate reputation “stumble rate” continues to rise. Recent corporate crises have demonstrated that a company’s reputation can be destroyed in seconds. A mishandled response, inappropriate act, product tampering, or poorly timed financial disclosure all have the power to instantly tarnish a respected reputation. However, the well managed and reputation-conscious company does not need to stand defenseless when faced with a damaged reputation. This web conference will identifiy and describe the actions companies and their leaders can take to safeguard their corporate reputations, and rebuild their reputations and restore their good names after a crisis. Read Q&A with Dr. Gaines-Ross.

What You Will Learn:

  • Why reputation is more fragile than ever,and why it matters to a company’s valuation, well-being, and permission to exist
  • What triggers reputation loss and why are so many companies struggling with tarnished reputations?
  • What can a company do to safeguard its reputation from loss?
  • What are the most important steps in recovering reputation
  • What role should leaders, communication, marketing and PR professionals play in reputation recovery and sustainability

Why you should purchase:

Media coverage of reputation alone has increased 108 percent over the past five years. Reputation management is now considered a legitimate body of knowledge, with a number of emerging new disciplines, including reputation recovery. Also, the sheer number and severity of corporate falls from grace in the last few years — coupled with the emergence of revolutionary ways of transmitting information, influential micro-constituencies and widespread mistrust of business — have magnified the need for a viable framework for the repair and recovery of damaged company reputations. 

Presented by:

Leslie_Gaines_Ross_Bio_PhotoDr. Gaines-Ross is one of the world’s most widely recognized experts on CEO reputation — how CEO reputations are built, enhanced and protected. She spearheaded the first comprehensive research on CEO reputation and its impact on corporate reputation and performance. She developed Weber Shandwick’s first global corporate reputation study — “Safeguarding Reputation™,” which identifies strategies for sustaining and recovering corporate reputation. Dr. Gaines-Ross is the author of CEO Capital: A Guide to Building CEO Reputation and Company Success (John Wiley & Sons, 2003) and Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation (www.corporatereputation12steps.com, John Wiley & Sons, 2008).

Before joining Weber Shandwick, Dr. Gaines-Ross was Chief Knowledge & Research Officer Worldwide at Burson-Marsteller and Marketing & Communications Director at Fortune. At Fortune, she initiated several groundbreaking research programs including “Leveraging Corporate Equity” and “Brands at the Crossroads.” She is also widely recognized for her strategic insights into and analysis of Fortune’s Most Admired Companies Survey. Dr. Gaines-Ross was a 1995 winner of Time Inc.’s President’s Award. She is also the co-author of FORTUNE Cookies: Management Wit and Wisdom, which was published by Vintage Books.

Dr. Gaines-Ross’ work has been featured in the Financial Times, The Times (London), The Wall Street Journal, The New York Times, The Economist, Fortune, BusinessWeek, Wired, Advertising Age, PRWeek, Forbes, The Christian Science Monitor, USA Today, Chief Executive, Business 2.0, Across the Board and in many other publications around the world. She has also appeared on CNN and CNBC.

Dr. Gaines-Ross is a frequent public speaker on CEO and corporate reputation management. She has lectured at The Anderson Graduate School of Management at UCLA, USC, Wharton School of Business, New York University and Columbia University. Dr. Gaines-Ross was also a speaker at the 2003 World Economic Forum Governor’s Meeting. She is a member of Ethical Corporation’s Advisory Board, serves on the Executive Advisory Panel of Corporate Reputation Review and was inducted into the Academy of Women Achievers of the YWCA of the City of New York. Dr. Gaines-Ross has been named one of the “100 Most Influential People in Business Ethics for 2007” by Ethisphere Magazine.

Dr. Gaines-Ross created http://www.reputationRx.com, the Web site devoted exclusively to reputation news and information, and her blog can be found at http://www.reputationXchange.com.

Who should purchase:

  • Corporate communications, marketing and public relations professionals Executives at all levels and areas of the company who need to understand the new “stumble-rate” of corporate reputations, and be prepared with a realistic roadmap to reputation recovery that can stabilize and regenerate a company’s most competitive asset.
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eBay, case study at Communitelligence Communicating Sustainability conference 2010 Ebay: Engaging Employees in Innovative Social Responsibility Projects

Amy Skoczlas Cole, Director, eBay Green Team

Amy Skoczlas Cole has worked at the nexus of business and sustainability for 15 years. As a thought leader in embedding authentic and strategic corporate responsibility programs into business operations, Amy has advised dozens of Fortune 500 companies. Her expertise covers a myriad of CSR issues, including greening operations and supply chains, creatively engaging customers and employees in environmental efforts, and partnering effectively with stakeholder communities.

Today, as the Director of the eBay Green Team at eBay Inc., Amy leads eBay’s efforts to engage their 88 million active users in making more sustainable buying choices that both can save consumers money as well as help protect the planet.  Building off a grassroots efforts started by eBay’s own employees, the eBay Green Team is a community of over 100,000 people who have pledged to be smarter, greener buyers and sellers.  Launched in March of 2008, the eBay Green Team has focused on raising awareness of the environmental benefits of using products that already exist today, and demonstrated how small actions can collectively add up to a big difference.  Within eBay, the employee Green Team, which numbers over 2,000 employees in 23 countries, has spearheaded a number of projects to make eBay a greener company, from developing alternative commute programs to planting the first ever Fortune 500 company sponsored community garden.   In her role, Amy also serves as on the company’s Sustainability Steering Committee, the executive body empowered by eBay CEO John Donahoe to set and implement eBay’s own operational commitments, including installing the city of San Jose, Calif.’s largest solar installation, building eBay’s newest building to LEED Gold standards, and most recently, announcing a commitment to reducing eBay’s greenhouse gas emissions by an ambitious 15% by 2012 over 2008.

Prior to joining eBay in early 2008, Amy was a co-founder and Vice President of Conservation International’s Center for Environmental Leadership in Business.  For well over a decade, she engaged business leaders across a wide range of industries in creating strategic sustainability programs that benefited the global environment and the bottom line.  In that role, she led multinational companies through the process of understanding, measuring, mitigating, and offsetting their environmental footprint and that of their supply chain – and in doing so, creating leadership brand enhancement and marketing opportunities.  Amy applied this expertise during three years in Rio de Janeiro, Brazil, where she helped to found a Brazilian sustainability organization focused on engaging Brazilian companies in environmental efforts. A seasoned expert in crafting partnerships between the business and non-profit communities, Amy launched relationships with companies as diverse as Starbucks, Wal-Mart, McDonald’s, Vale do Rio Doce, Intel, Petrobras, Office Depot, Aracruz Celulose, Fiji Water and Bank of America.

Amy holds an MBA in marketing and finance from George Washington University, and a BA in Environmental Policy from Vanderbilt University.  She is the author of various articles on business and sustainability issues, and a frequent speaker at national and international events, conferences and business schools.  She is the associate editor of Footprints in the Jungle, a book about natural resource companies and the environment.  Amy serves on the advisory boards of the Brazilian sustainability organization Instituto BioAtlantica, and Climate Earth, an enterprise carbon accounting start up.  She lives in the San Francisco Bay area with her husband and son.

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We are living in an era where social media not only impacts the way human beings interact with one another, but is influencing business decisions and customers’ perceptions of brands. By making employees confident in the fact that they can reach out to customers and by providing them with the necessary resources, you grow your external reach exponentially.

The Social Media Ninjas team at Sprint has done just that with their award winning employee advocacy program. Through the implementation of a training program that gives a fly-by of the corporation’s social media policy along with placing strong employee-facing support resources in a variety of channels, Sprint has created a program that drives employee engagement while protecting and enhancing its brand reputation.

Find out how internal communications is your best fuel for active advocacy and why a too formal social media policy can actually deter employees from joining your force. You’ll see how Sprint empowers its employees with real-time, company-approved, social media updates. 

What You Will Learn:

  • How to align internal communications and social media goals
  • How to create a winning cross-functional team
  • How to communicate a policy that works for advocates and Legal
  • What motivates employees to participate voluntarily
  • What resources you can put in place to optimize success
  • Various channel to stay connected with your employee advocates
  • The effect that extra reach can have on your organization 

Presented by:

SnidermanJennifer-120Jennifer Sniderman, Group Manager – Employee Communications leads news, editorial and social media for enterprise-wide employee communications at Sprint. She specializes in interactive multimedia engagement programs which have garnered numerous awards. Jennifer is the co-creator of Sprint’s Social Media Ninja program leveraging employee advocacy to bolster the customer experience and improve Sprint’s corporate reputation. She provides counsel to Sprint’s Human Resources team to deliver leader-focused communications programs. Prior to joining Sprint, she was Assistant Vice President, Corporate Communications at Zurich Scudder Investments in Chicago, IL. Outside of work, she serves on the board of Chameleon Arts & Youth Development, a non-profit organization providing arts education for homeless and under-served children.

sarafolkerts120Sara Folkerts, Internal Social Media Manager is passionate about sharing, communicating, transparency and being open-minded. This has led her to her current job as a community manager and social media evangelist at Sprint. In addition to her role as community manager, Sara co-leads the Ninjas program at Sprint. Sara has presented on internal social media strategies at several conferences and at other companies. Where can you find her? On Twitter, of course! @saramiller.

niclazowksi120Nic Lazowski, Communication Specialist is driven to engage employees and deliver information that will result in action. His role is centered around employee involvement and advocacy. As a Communication Specialist for Sprint, Nic is responsible for helping to drive employee education and advocacy through social media with other members of the Social Media Ninjas lead team. 

Who Should Attend

  • This webinar will cater to individuals who recognize the growing need for immediate and far-reaching contact with customers and potential customers. The information provided will allow you to start making your organization more nimble and approachable while improving reputation among customers.

Webinar attendee: “I appreciated all the information on how to put together a social media program for employees; the tools to use, the benefits of involving employees, how to set up the training program, etc.”

 

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When it comes to humanizing your brand in social media, nobody can do it better than your employees. The 2010 Edelman Trust Barometer found “conversations with employees” remain one of the most credible sources of information about a company – ahead of news coverage, online search, or ads.

Pepsico is one company that has done the social media math. On Facebook alone, average users have 130 friends. Multiply that times Pepsico’s 300,000 employees and you have potentially millions of trusted conversations.

With that vision, Sharon McIntosh, senior director of global internal communications at PepsiCo, set out last year on a methodical process to empower employees to share their pride in the company on their social networks. In the process, the PepsiCo intranet has become a key platform for delivering and tagging the content that gets shared outside.

In this unique webinar, Sharon will share her journey to empower employees to be social media brand ambassadors. It has taken a balanced combination of tools, trust. Every company needs to figure this out – get a head start by attending this important webinar with your team.

What You Will Learn:

  • Where you should start; who needs to be onboard
  • How do you sell a social ambassador program to management, and employees
  • How do you create a voluntary, online training program to educate employees on engaging in conversations that are authentic, responsible and interesting.
  • How do you decide on the right content for employees to share – and a seamless process to make sharing easy
  • How to make sure your social media policy doesn’t scare employees away
  • What about incentives? 

Presented by:

sharonm60Sharon McIntosh is senior director of Global Internal Communications for PepsiCo, overseeing the internal strategy and channels for the company’s nearly 300,000 associates.  She previously worked in internal communications, corporate communications, marketing and media relations at a range of companies, including Sears, Waste Management and the Illinois Hospital Association. Connect with Sharon on Twitter: @mcintoshs.

Who Should Attend

  • Social media is a team sport. Business professionals from all of these departments have a key role to play and should attend this webinar, preferably as a group: internal communications, HR ,marketing, corporate communications, public relations, customer service, legal and media relations.

“Excellent information … Great job Sharon!!”

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Potentially, executive communications is the most powerful PR tool your organization has. In reality, lots of effort is wasted and you’re hard-pressed to figure out what the bottom-line results your C-suite communications’ activities are yielding. Fret about this no more. We’ve assembled the world’s three leading experts on how to create a disciplined executive communication program. Moderated by Vital Speeches of the Day editor David Murray, this all-star panel includes the founder, the manager, and the chief evangelist of the original strategic executive comms program.

You Will Learn:

  • How to match executives with messages and messages with audiences: matrices and message-mapping.
  • How to evaluate speaking and interview opportunities so you take only the ones truly worthy of your executives’ time.
  • How to get executives on board and keep them on board by showing them real results.
  • How to use social media to magnify the power of your program.
  • How to introduce strategic executive communications to organizations that have been running the function ad hoc. 

Who Should Attend

  • C-level and senior executives from Fortune 1000, mid- and small-sized companies
  • Speechwriters and Executive Communication Managers
  • Directors of corporate communications, PR, marketing, community relations, public affairs, finance and HR
  • Executive directors, leaders and managers of non-profits, NGOs, churches, educational institutions and philanthropic foundations
  • Leaders of federal, state, county and municipal government departments and agencies
  • Members of the national media including bloggers 

Presented by:

Steve_Landscape_0210-120Steve Soltis directs the Leadership Communications function at The Coca-Cola Company. In this role he is responsible for executive communication and positioning for the company’s chairman and CEO and is also the architect of the company’s senior executive speakers bureau. Soltis joined Coca-Cola in September of 2006, after spending 10 years directing executive communications for UPS, and two years as a speechwriter for MCI. Prior to his corporate communications career, Soltis worked in a variety of editorial positions for The Global Network, Harte Hanks, Ackerley Communications and the Metropolitan Washington Airports Authority. In 2006, Soltis was a recipient of the PRSA Silver Anvil Award for B2B Marketing for the work he led in developing UPS’s global customer conference, Longitudes. A graduate of the University of North Texas and Mary Washington College, Soltis also serves on the Advisory Board of the College of Science and Technology at Georgia Southern University. He is the author of two travel guide books and lives in suburban Atlanta with his wife, Stacy, and two children, Annie and Christopher.

bruce120Bruce Danielson is a thought leadership consultant who designs and implements strategic communications programs to help companies achieve their next level of growth. He recently completed an 11-year career as Executive Communications Manager at UPS, where he was responsible for message platform development, forum placement, speech writing and message repackaging to support the company’s senior executive communications strategy. Prior to joining UPS, he served as a speechwriter and event manager at MCI. Danielson began his corporate communications career at Harland, serving as Director of Corporate Communications. Away from the world of thought leadership, Bruce plays old-time fiddle and is an avid whitewater canoeist and hiker. He lives in Atlanta with his musical wife.

Publicity_photo120David Murray writes and speaks about communication—business, political and personal. He’s editor of Vital Speeches of the Day, a monthly collection of the best speeches in the world. He writes about sports, people, politics and travel for magazines, newspapers and websites. publications and websites. And he discusses the communication life at his popular personal blog, Writing Boots.

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Whether explicit or not, all corporate communication has an underlying goal of persuading an audience to do something, i.e., like you, trust you, embrace a scary change, buy your product or service, etc.

Even if you buy this logic, you probably aren’t yet persuaded that you need to purchase this webinar on moving an audience to action. Why? Because facts and data alone do not convince audiences; they have to desire to act. That’s where rhetoric, the study of understanding, discovering and developing arguments for particular situations, comes in. It behooves all of us in business, especially those in corporate communications, to know and use the essential time-tested secrets for changing an audience’s mood, mind and willingness to act.

Don’t miss this chance to learn from rhetoric expert and author of Thank You For Arguing, Jay Heinrichs, who has been described as a cross between Cicero and David Letterman. During this pithy and entertaining webinar, Jay will teach us the most practical tips and tools to master the art of persuasion, whether when speaking or writing, using sources as diverse as Aristotle, Lincoln and Homer Simpson. Whether you work in marketing, sales, public relations, internal communications or executive leadership, this webinar is for you. Are you persuaded yet?

“The Pivot concept was the best idea. Thanks for putting these together – you offer a valuable product at affordable prices.”

What You Will Learn:

  • First, the 3-step strategy for getting the audience the mood and moving it toward action    
  • Ethos, pathos or logos … which persuades best, when?
  • What’s the best medium for your message?    
  • A simple strategy to get an argument unstuck 
  • Aristotle’s three traits of credible leadership    
  • A “tool kit” of rhetorical tactics, from the Pivot to the Reluctant Conclusion

Who Should Attend

This webinar is designed for everyone who would like to win  audiences and move them to action by understanding the power of rhetoric. It is especially suitable for:

  • Corporate communicators, marketers, adverting execs, HR, sales, writers and editors, teachers, students and politicians.

Presented by:

Jay Heinrichs “brings the art of persuasion to the masters of manipulation,” according to Bloomberg Businessweek. After 25 years as a journalist and publishing executive, Jay dedicated himself to studying persuasion full-time, researching ancient and modern rhetoric and linguistics, interviewing rhetoricians around the country, and studying modern neuroscience. Combining rhetoric with marketing techniques, he teaches some of the most powerful tools of persuasion, ranging from “Ethos C4” to the “Eddie Haskell Ploy.” Jay’s book, Thank You for Arguing, is published in six languages and bought in bulk by corporations, high school AP English programs, and college rhetoric departments. Jay is also the author of Word Hero, a fun guide to becoming a better writer and speaker. You can learn more atjayheinrichs.com.

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Brand champions are internal and external story tellers who spread the brand vision, brand values and cultivate the brand in an organization. Every organization needs committed and passionate brand champions. Be it your employees, investors, customers, or other key influencers, true advocates for your brand affect the corporate bottom-line and are critical to maintaining strong brand equity. 

What You Will Learn:

  • Why does branding matter, and how does it translate to profitability?
  • What are the world’s most powerful brands, and what are they doing consistently right
  • Does your brand really speak to all stakeholders? How is stakeholder value measured and valued?
  • What are the best practices for building  powerful brands?

What Do Your Customers Think About Your Company? (And Are They Right?)

A company’s image is perhaps its most powerful marketing asset. On the cutting edge of corporate strategy, image is essential for positioning a company for maximum growth. When finely honed and used correctly, corporate “image” can influence consumer choices, build brands, pre-sell products and services, and add value to a company in the minds of its public. 

Case studies and best-practice examples: Jim Gregory, noted  brand expert, will moderate this discussion and delve into Dell Computer and JetBlue Airways corporate case studies that will look at  different stakeholders and how they can positively affect your brand.

Presented by:

jim_gregoryJim Gregory is founder and CEO of CoreBrand, a global brand strategy and communications firm based in Stamford, Connecticut with offices in New York, New York and Tokyo, Japan.  

With 30 years of experience in advertising and branding, Jim is a leading expert on brand management and credited with developing pioneering and innovative tools for measuring the power of brands and their impact on a corporation’s financial performance.   

Among the tools Jim has developed is the Corporate Branding Index® (CBI) – a research vehicle that has continuously tracked the reputation and financial performance of over 1200 publicly traded companies in 47 industries since 1990. CoreBrand uses the CBI to help clients understand how their brand compares with industry peers and determine how communications can impact corporate reputation and financial performance – including stock price and revenue growth.  

Jim is a brand council member for both Bristol-Myers Squibb and New York Stock Exchange. He is a frequent speaker on the financial benefits of advertising and brand management for The Wall Street Journal as well as BusinessWeek. 

Jim has written four books on creating value with brands, Marketing Corporate Image, Leveraging the Corporate Brand, Branding Across Borders and The Best of Branding. His latest white paper, Driving Brand Equity and Accountability, was sponsored by Barron’s and published by the Association of National Advertisers.  Jim may be reached directly at 203.564.2439 or by email.  

BobPearsonPhoto.jpeg2Bob Pearson serves as vice president of communities and conversations for Dell.  As a member of Dell’s Communications team, he is responsible for digital media activities, ranging from customer resolution to management of IdeaStorm, Direct2Dell, StudioDell and other digital initiatives.  His teams are also responsible for corporate media, public affairs, internal communications and the Office of the Chairman communications.

Before joining Dell, Mr. Pearson worked for Novartis Pharmaceuticals as Head of Global Corporate Communications and as Head of Global Pharma Communications, where he served on the Pharma Executive Committee.  Prior to Novartis, Bob was President of The Americas for GCI and was responsible for creating and building the firm’s global healthcare practice.  He was previously Vice President of Global Public Affairs & Media Relations at Rhone-Poulenc Rorer (now Sanofi Aventis) and worked at CIBA-Geigy in both communications and field sales.  He has more than 20 years experience in executive corporate communications and public relations.

As Brand Manager for JetBlue Airways Kim Ruvolo manages both internal and external brand strategy, including all brand communications, product and brand building, customer and crewmember experience, and delivering JetBlue’s brand promise to “Bring Humanity Back to Air Travel”. Her recent projects include the internal launch of Happy Jetting, JetBlue’s most recent advertising campaign; creating and re-focusing ShopBlue—JetBlue’s online retail store; reevaluating and redesigning the current uniform program; and executing JetBlue’s industry-leading Customer Bill of Rights.

Prior to being employed at JetBlue, Kim worked at Denver-based Frontier Airlines for five years where she spent most of her time re-branding the airline—a project that increased Frontier’s brand awareness from 47 to 89 percent in the Denver area. Kim attributes her knowledge of good customer service and understanding of airline operations to her first-years in the airline industry as a reservations agent.

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Measuring What Matters: Can We All Agree On What That Is?

  • bruce120Bruce Klafter: Managing Director, Environmental, Health and Safety, Applied Materials. 

    Nicolette 3ca068fNicolette van Exel: Director, Corporate Social Responsibility, SAP.

Karen-Alonardo-CSRware_headshot120Karen Alonardo: Founder and CEO, CSRware, Inc.

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McKesson logo
Employee Engagement: Mobilizing For a Cause

Laura Rodormer, Director of Corporate Citizenship, McKesson

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This session will identify and describe the actions companies and their leaders can take to safeguard their corporate reputations, and rebuild their reputations and restore their good names after a crisis.

Jon HarmonJon Harmon is a communications consultant and author. He founded Force for Good Communications, a consultancy offering services ranging from brand-building media relations to crisis communications. His book on crisis communications, Feeding Frenzy: Inside the Ford-Firestone Crisis, was published in October, 2009. Previously, Jon was vice president – Communication and Reputation at Navistar, a global manufacturer of commercial trucks and military vehicles.

Jon’s career includes 23 years at Ford Motor Company in virtually every aspect of public relations, including media relations, employee and dealer communications, governmental affairs, issues management, product promotion, crisis communications and communications strategy.

The Force for Good blog is centered on the conviction that reputation is a company’s greatest asset, and that doing the right things in terms of corporate social responsibility can lead directly to success in the market. The most effective means of protecting and enhancing reputation is a consistent dedication to “aspirational public relations” built on transparency, honesty, integrity and social responsibility.

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Symantec

Our Approach to Sustainability Reporting and Stakeholder Engagement

Cecily Joseph, Director of Corporate Responsibility, Symantec Corporation

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Think of any great presenter—Steve Jobs, Richard Branson or Jeff Bezos—and it won’t take you long to figure out that they are also master storytellers.  Storytelling is increasingly becoming a “must-have” skill for business leaders, but you still won’t find it on any MBA curriculum.  

This webinar will give you a deeper understanding why story is such a powerful strategic tool and how it can be used in the business setting.  We will show you a specific “before and after” example of how a case study was transformed into powerful case story for pitching new business.  We’ll also give you some key tips on how to craft and use stories to make an impact in your next big presentation or business meeting.

“As an ex-newspaper reporter, I have always recognized the value of storytelling. This webinar helped provide a great framework for bringing people into the important strategic and cultural stories I need to be communicating.”

What You Will Learn:

  • The neuroscience and psychology that proves why stories work
  • Tips for transforming run-of-the-mill presentation content into powerful stories that engage audiences 
  • How storytelling can be used as strategic tool to build chemistry and trust with others  
  • How even data-driven presentations can benefit from the art of storytelling
  • The difference between conventional storytelling and strategic storytelling for business purposes.  Please bring your ideas and questions!

Who Should Attend

This webinar is primarily aimed at those in the early stages of implementing or learning about strategic business storytelling, although it will also help more advanced practioners to focus their efforts. It is especially suitable for:

  • Small and mid-sized business leaders
  • Corporate executives who are new to storytelling

Presented by:

jane150Jane Praeger is a former documentary filmmaker and faculty member in Columbia University’s M.S. program in Strategic Communications and Communications Practice where she teaches presentation design and delivery, communications strategy, strategic storytelling and writing. She founded Ovid Inc. in 1992 to help people find their public voices. Since then, she has provided speech, presentation, media training and customized workshops, to corporations such as Nickelodeon, Coach, Estee Lauder, McKinsey & Company, Euro RSCG Worldwide, as well as other technology, entertainment, and consulting firms. On the non-profit side, she has worked with Open Society Foundations, Doctors Without Borders, Atlantic Philanthropies, The Ms. Foundation, Harvard University, Columbia University Business School, and many others.

heather150Heather Thomas is a business builder who has clocked countless hours performing “on stage” in the presentation spotlight. She earned her stripes in the agency world, working at Agency.com, Modem Media and the digital agency Critical Mass where she built their Business Development and Corporate Marketing practice from the ground up, ultimately tripling their revenue. After crafting hundreds of high-stakes presentations to win clients such as Procter & Gamble, NASA and Dell, Heather joined Ovid in 2010 to pass what she learned about persuasive presentations to others. In addition to her work with Ovid, Heather runs Winsome, a business development consulting boutique.  She is also an adjunct instructor at Columbia University where she teaches Masters students the art of strategic storytelling. Heather is a cum laude graduate of Princeton University.

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Hailed a “Celebrity CMO” by Forbes Magazine, and famous for his outspoken appearances on numerous television networks, Jeffrey Hayzlett is widely recognized as one of the most influential marketers of our time. He’ll talk to us about what he calls “The Mirror Test, ” the title of his new book and a new way to look at your company’s marketing and sales strategy. Hayzlett will share with you some of the newest ways to win with social media, redefine your elevator pitch and help you to transform your business. He has just lead one of the biggest iconic turnarounds of Kodak and is here to share how you can do the same for your business. Will your business be positioned to fog the mirror and grow in today’s new economy?

Learning Topics:

  • How to give your business the mirror test and find out if it is really breathing
  • Why and how you have to sharpen your elevator pitch
  • How to win with social media
  • How to really focus on your bottom line

Presented by:

jeffseriouscolor120Jeffrey Hayzlett is the bestselling author of the “The Mirror Test” on how you and your company must adapt or die. Speaking frequently around the world, his topics include business growth, communications, and marketing. Mr. Hayzlett also keynotes at events such as The Economist Marketing Summit, THE Conference on Marketing, the 140 Character Twitter Conference, CMO Summits, Mobile Marketing Forum, Digital Life Design Conference, Photo Marketing Association Conference, Direct Marketing Association Leadership Forum, and National Postal Forum. He is cited as a leading marketing expert in numerous books, magazines, and newspapers worldwide, and is a frequent television guest and commentator, having appeared on shows including CNBC’s The Big Idea with Donny Deutsch, Fox Business News, and NBC’s Celebrity Apprentice with Donald Trump.

He has received numerous global marketing and business awards and honors, including the Frost & Sullivan Lifetime Achievement Award for marketing. He was named “Business to Business Marketer of the Year” by BtoB Magazine and “Direct Marketer of the Year” by the University of Akron Taylor Institute for Direct Marketing. In 2008, Mr. Hayzlett was inducted into the College of Business Administration Direct Marketers Hall of Fame. In June 2009, he was awarded the prestigious “G.D. Crain Jr. Award for Marketing Excellence” and inducted into the BMA Hall of Fame at the Business Marketing Association’s annual conference. Previously, the U.S. Small Business Association named him “Entrepreneur of the Year.”

Mr. Hayzlett currently sits on the Business Marketing Association (BMA) board of directors and is a past chairman of BMA. He is a member of the advisory board of the CMO Council, chairman of the Sales and Marketing Executives International (SMEI) Foundation for Marketing Education, a permanent trustee of the SMEI Academy of Achievement Sales and Marketing Hall of Fame, and a two-term past chairman of SMEI. He serves on Sales & Marketing Management Magazine’s 2009 Editorial Advisory Board. Mr. Hayzlett remains a trustee of Pi Sigma Epsilon National Education Foundation, an international sales and marketing fraternity.

Mr. Hayzlett has nearly 25 years of international marketing, sales, and customer relations management experience. He joined Kodak in April 2006 as Chief Marketing Officer and Vice President of the Graphic Communications Group (GCG). In this role, he was responsible for leading all marketing activities for the business, including product positioning, segment marketing, branding, marketing communications, customer development, business research, marketing strategy, and business development activity. He became Chief Business Development Officer in September 2007 and was responsible for Brand Development and Management, Market Development, Corporate and Product Public Relations, Communications and Public Affairs, Corporate Sponsorships, Business Development, Corporate Relationships and Partnerships, and Marketing.

Webinar excerpt … Jeffrey Hayzlett on …

Business Transparency (3 min.)

Business Transparency (3 minutes)

Two areas of advice for professional marketers and communicators (1.5 minutes)

Jeffrey Hayzlett on Digital Life by Shelly Palmer

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Too many companies – including some who should know better – still think that you have to choose between making money and making sense. You don’t.

Gil Friend, President & CEO, Natural Logic

A systems ecologist and business strategist with nearly 40 years experience in business, communications, and environmental innovation, Friend combines broad business experience with unique content experience spanning strategy, systems ecology, economic development, management cybernetics, and public policy. Tomorrow magazine called him “One of the country’s leading environmental management consultants—a real expert who combines theoretical sophistication with hands-on, in-the-trenches know-how.”

Friend is Adjunct Faculty at Presidio Graduate School, and guest faculty at California College of the Arts. He lectures widely on business strategy and sustainability issues and writes The New Bottom Line, offering strategic perspectives on business and environment. Friend is author of the acclaimed book The Truth About Green Business.

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Judah Shiller, Saatchi & Saatchi S, North America


Activating Companies for Good: The Trojan Horse of Social Responsibility
How companies are innovating new ways to connect people, planet and engagement.

Judah Schiller, Co-founder and CEO, Saatchi & Saatchi S, North America

Presented at:

COMMUNICATING SUSTAINABILITY 2010: Integrating Social Responsibility Into Your Organization’s DNA

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