1. Harnessing Media to Advocate New Environment, New Tools, New People By Richard Brubaker

3. Facilitating open and honest conversations

4. Building, managing, and measuring programs

5. Developing stakeholder trust

7. Shanghai/ Beijing Event Platform

10. Corporate Websites (Intra and Internet)

11. Newsletters

12. CSR ReportsPositive messaging.. That could be managed

14. 45,000 investigators sent to Shanxi

16. Economic impact to Chinese manufacturers

18. Domestic / International press coverage

20. Intense corporate pressure to donate and manage messaging carefully

22. Public awareness of problems with food industry, and call for changes

25. New “reporters”

26. New speed Many were unable to effectively communicate

27. The New Mediums Blogs Twitter RSS Feeds Everyone feels like an expert, and everyone has an opinion

29. Understanding the power/ limitations of the media

30. A maturing media and maturing messages

32. Platform will change with message need, timing, and program

33. The most desired platform may not always be available when you need it

35. As data in the public domain, it gets harder to fool anyone

37. Strategies must be consistent, and programs will need to be “real”

38. Proactive strategies will return internally (HR) and externally (PR/ GR)

40. Programs don’t have to be innovative

41. Programs don’t have to win awards

42. Need to align core values

43. Need to be long term

45. CSR Report focused on fair trade coffee and supporting bean farmer

46. Strong messaging through website and press

48. RuiChengang (CCTV)

49. 10,000+ comments on blog

50. SBUX CEO addressed personally

52. Heavy traffic on blogs and twitter