All the information about IPRA 2010, XIX Public Relations World Congress

1. 1 – 3 June I Los Delfines Hotel & Casino

2. ABOUT IPRA 2010 IPRA 2010 is a space of reflection that proposes analyzing the value of the discipline and its direct influences in the decisions that lead businesses to succeed in an interconnected society, emphatically on emergent markets such as Latin America in comparison with other regions of the world.

3. IPRA CONGRESS HISTORY Brussless, Belgium 1958 Public Relations in the service of mankind Venice, Italy 1961 Public Relations for the progress of the community Experience and Methods Montreal ,Canada 1964 Public Relations and the Tides of Change Rio de Janeiro, Brazil 1967 Public Relations and the New Demands of a Changing World Tel Aviv, Israel 1970 Public Relations – The Bridge to International Understanding Geneva, Switzerland 1973 Public Relations – A profession Comes of Age Boston, USA 1976 Public relations in the Parliament of Man London, Britain 1979 Challenges of a Changing World Bombay, India 1982 The Interdependent World Amsterdam, Netherlands 1985 Between People and Power Melbourne, Australia 1988 Values and Communication Toronto, Canada 1991 Communication in the New Millenium: Linking Peoples and Cultures Punta del Este, Uruguay 1994 The Corporation in the Community: Public Relations as Public Responsibility Helsinki, Finland 2000 Building Our Talent in a World of Tough Issues Australia 2003 (Change to Conference Call because of SARS) Istanbul, Turkey 2005 Communication: The sustainable Path to Trust Beijing, China 2008 Public Relations: Building a Harmonious Society in Globalization Era.

4. International Public Relations Association IPRA is the most important and respected organization for Public Relations professionals worldwide. Founded more than 50 years ago, it has more than 1,100 members in over 100 countries. As an association it seeks to promote leadership in Public Relations and provide its members the necessary input to help in meeting their professional responsibilities and success in this field. IPRA participates and organizes several academic events around the world, being the "IPRA Public Relations World Congress" the most important of them, which is held every 3 years around the world.

5. University of San Martin de Porres It is considered one of the top three private universities in Peru. Its mission is the education of competent professionals, with solid humanistic, ethical, moral and civic values, besides contributing to the creation of knowledge through research and promoting the dissemination of science, technology and culture. Its nine schools, eighteen professional careers, twelve sections of post-graduate studies, three PhDs and more than thirty thousand students have led it to being catalogued as the largest university of Peru. One of its the most distinguished achievements is the Fondo Editorial USMP, considered as the most productive university publishing house, with more than 1 500 published works and awarded publications worldwide.

6. School of Communication Sciences, Tourism and Psychology It has several first-level professors and the best infrastructure in the field of communications. It has also implemented programs for Master´s degrees and a PhD in Public Relations, becoming the main center of studies in this field in Peru. The recognition from and affiliation to the most important Public Relations organizations consolidate our teaching.

7. Department of Academic Extension and Community Relations It has been consolidating its recognition in the educational sector, through strategic actions that improve the quality of the educational services that are offered to professionals with the advantage of brand value from the School of Communication Sciences, Tourism and Psychology, recognized as the pioneer in the study of Public Relations to graduate and post graduate level. EPU, holding hands with innovation and the constant update of its programs, seeks to help raising the level of competitiveness of its professionals and to generate new growth and development opportunities, besides constantly stimulating knowledge management.

8. Delfines Hotel & Casino It has been chosen as the venue to receive the participants of the Congress. Member of Summit a prestigious association of independent luxury hotels, it has more than 140 hotels in more than 125 destinies and 45 countries worldwide. Preferred Hotel Group is the corporation behind the Summit Hotel & Resorts, as well as Preferred Hotels & Resorts, Boutique Hotels and Sterling Hotels. Location Located in the district of San Isidro, the financial district and most exclusive residential area in Lima.

9. TOPICS

10. TOPICS THE POWER OF PUBLIC RELATIONS IN A BUSINESS ENVIRONMENT The scenery of a global and interconnected market makes organizations depend more of public relations professionals that may guide the company with strategic capacity through the complex processes of business plans.The new technological scenarios require professionals to be one step forward of new trends in business evolution, to show in a measurable way how the results from the public relations programs benefit their organizations.This topic deals with the strategic management that delves deeply into the practice of public relations and prepares professionals in the use of techniques and tools that allow them to have better budgets and increased autonomy in decision-making; and not just being based on their knowledge about the media market and its network of contacts.

11. STRATEGIC THINKING AND PLANNING IN PUBLIC RELATIONS The aim of this topic is to present through conferences and panels of cases, how to plan and create effective public relations strategies with achievable and measurable goals. Presentations include planning processes, stakeholder prioritized mapping, key ideas for the relationship with the media, perception management, media monitoring and evaluation. At the same time, cases show successful experiences from Senior Public Relations Professionals worldwide.

12. COMMUNITY RELATIONS: HOW TO REACH CONSENSUS The concept of community public relations is referred to the work conducted with the community, within it and based on a consensus that includes its own interests and communication forms. Its objective is to make organizations and people obtain agreed-upon attitudes and opinions, which allow for a joint action that benefits all parties.Today, facing social changes, companies and organizations not only look for a good image, but they are looking for setting permanent information and transparence links with the community. That is why the public relations professional must be able to face problems and conflicts, proposing solutions that not only benefit the organization, but also the community, promoting its development.

13. MANAGEMENT INDICATORS IN PUBLIC RELATIONS Measurement solves the importance of the need to know if money, time and efforts invested in public relations programs and activities have significantly contributed to achieve the organizations objectives. This topic deals with the role played by impact evaluation in public relations programs, exploring the latest trends and techniques used in measuring results and investment returns. Modern principles and evaluation guides are presented as well, and the measurement of the effectiveness of the spokesperson program and qualitative methods to evaluate the relationship between organizations and publics.

14. SOCIAL MEDIA: EFFECTIVENESS OF CORPORATE COMMUNICATION The online outlook, new technologies and the speedy of social platforms bring big opportunities and challenges for public relations professionals, compelling them to explore new communication strategies for an effective impact in interest groups. Social networks have magnified the communication urgency, which makes it compulsory not only to create but also manage issued messages. This topic deals with the current outlook of Web 3.0 in the day to day work of PR consultants, social impact in the media, management of key contents for the web and key processes for an effective management of social networks for the company that is being advised.

15. INTERNAL AND EXTERNAL COMMUNICATION In today's business world, internal and external communication has become a key tool to answer the needs of the different interest groups and turn them into synonyms of results. Every responsible company must deal with the tools that ease communication with their internal and external publics in order to be competitive and successfully face the markets continuous changes.An effective communication shall achieve reputation, an optimal vision from society and will improve the image of the company from the inside and outside, that goes from the task of motivating the human team, teach them an authentic organizational culture to client loyalty and obtaining a positive perception from the different publics.

16. SOCIAL RESPONSIBILITY The essence of Social Corporate Responsibility implies the strict compliance of labor, social, economic, cultural and environmental rights in the activities that organizations conduct throughout the world, linking them to their interest groups through dialogue, information and cooperation. This topic presents key testimonies from specialists on corporate social responsibility, representatives from the largest corporations who will present, according to their experience, how to convince the public that your organization is a respectful corporate citizen and with social awareness, in order to reinforce its reputation and capacity to trade for goods and services.

17. MANAGEMENT INDICATORS IN PUBLIC RELATIONS Measurement solves the importance of the need to know if money, time and efforts invested in public relations programs and activities have significantly contributed to achieve the organizations objectives. This topic deals with the role played by impact evaluation in public relations programs, exploring the latest trends and techniques used in measuring results and investment returns. Modern principles and evaluation guides are presented as well, and the measurement of the effectiveness of the spokesperson program and qualitative methods to evaluate the relationship between organizations and publics.

18. CRISIS MANAGEMENT With todays evolution and sophistication of the organizational world in the currently changing economies, the possibility of crisis and internal and/or external disputes appear very often. Companies are exposed to negative advertising with which they have to deal and which they do not often address with success.This topic deals with how to anticipate any negative event, in order to revert negative advertising, reacting in a timely manner and conducting a measurable crisis plan. Besides, best business practices learned in recession cases and markets will be informed.

19. REPUTATION The range of public relations to address the organizations’ management challenges today will depend to a great extent of the success with which their professionals may play a vital role: advise the senior management on the trade of the organizations most relevant asset: its reputation.The new ways to manage reputation from a company through public relations, are focused not only on handling the companys negative messages or the brand in the media, but also innovating in the creation of tools for the identification, follow-up, monitoring and prevention techniques.Regarding corporate reputation, the last corporate reputation successful experiences from multinational organizations that had a direct impact in the profitability and positive influence in their stakeholders will be presented.

20. PUBLIC AFFAIRS AND INTEREST MANAGEMENT This topic examines how global changes have an impact on the practice and study of public affairs and public diplomacy from the expansion of new non-traditional media platforms. It also defines the value acquired by spokespersons’ institutional relationships with communication networks. On the other hand, conditions given for the political communication practice in Latin American democracies will be presented.

21. COMMUNICATION CAREERS: WHAT IS THE APPROACH FOR THE FUTURE? This topic presents the current scenery of higher education institutions and how they are being organized in order to give the labor market a professional with knowledge of specialized courses, exclusive for the Public Relations discipline. The redesign and/or adapting of the curricula of professional careers and labor competences required for a quality professional training will be discussed. The aim is also to catch a glimpse of the future field of action of the performance of todays professionals at the international level.

22. INTERNATIONAL PUBLIC RELATIONS Public Relations practices have increased considerably and there are more and more professionals that represent transnational organizations. The permanent search of new scenarios and new advances in practice require sharing experiences, identifying effective tools and practices globally. Case discussion tables will enable learning about the different successful experiences from senior Public Relations professionals from different countries and different global consulting firms.

23. RELATIONSHIP WITH THE MEDIA Communication media and public relations professionals mutually need each other, because communication media need ideas from public relations sources and PR professionals need the media to disclose their material.The objective of the strategy with the media should be to transform what the company is communicating as news, and increase by so doing the credibility of the material being disseminated, having a better acceptance by public opinion and clearly making a difference from advertising.

24. POLITICAL COMMUNICATION Communication is an essential aspect of political life. One of the main principles of every democratic regime is the public deliberation of citizens, freedom of speech. That is how citizens in modern societies obtain information about policies and their proposal through communication media. The practice of these principles has a direct relationship with the way in which they are communicated. In this frame, the campaigns needed to control and influence the public agenda and elections processes and the governmental communication have stopped being a place for improvisation, requiring a specialized technical and political conduction.

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