social media, pr by Vinalink.com

1. CONFIDENTIAL, Page 1 of 5
Draft Programme for 2-Day Conference on
Social Media & PR
Integrating New & Traditional Media for Renewed
Best Practices in PR
[With Specialised Tracks for the Public and Private Sector]
Singapore: 28 February - 1 March 2011
Hong Kong: 3 March - 4 March 2011
Overview of Social Media & PR
(1) Re-establishing the Value of Social Media in Today’s PR Practice
• Defining the new role of PR in today’s social media age environment and analysing what
has changed
[Presenta
• Determining the business value of social media PR and how to persuade management
tion]
buy-in
50min +
• How to harness the true potential of social media to fit in with other aspects of your
10min
communication mix
Q&A
• Uncovering the best of both worlds: How to choose the optimum mix of both traditional
and new media for your organisation
• The future of PR: Current trends and challenges PR practitioners can face in the next 5
years
Social Media Tools
(2) Analysing Twitter, Facebook & Foursquare: How to Effectively Leverage on Them for
Your PR Campaigns
• Social media platforms that customers will be looking at in three months & three years
from now – What makes them tick?
[Presenta
• Benefits and uses of Twitter & Facebook - How to generate a stream of loyal followers
tion]
and how to track conversations about your brand and competitors
50min +
• Using social media as the main platform to launch a campaign: Effectiveness of such
10min
campaigns and how reliable it is to drive positive Word-of Mouth for your brand
Q&A
• Foursquare and location-based services: How it can be used as a PR tool to monitor
good turn-up for your campaign and form an online community for your audience
• Mobile PR – Driving PR campaigns using mobile and moving beyond “ads” to “apps” to
engage consumers
___________________________________________________________________________________________________________ 1
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

2. CONFIDENTIAL, Page 2 of 5
PR for the Private Sector
ISSUES MONITORING & MANAGEMENT
(3) Getting Ahead of All Chatter About Your Brand: How [Company] Came Up with a
System to Monitor & Manage Emerging Issues
• How buzz have moved from offline to online channels and why it has become imperative for [Case
organisations to start monitoring on the web in addition to traditional channels Study]
• How [Company] developed social media monitoring strategies for both day-to-day and long 50min +
term running of the company 10min
• Moving from monitoring to managing issues – How [Company] managed data collected and Q&A
delivered timely responses to stakeholders
• Challenges encountered by [Company] in the earlier stages and how it tackled them
• Affordable / Free tools and solutions to facilitate your issues monitoring process
MEDIA RELATIONS
(4) Engaging the Media in Revitalised Ways: How [Company] Innovated with Social Media
Strategies to Relate to the Journalists
• Journalists today – Who they are now, know their beat, timeline and appreciate the meaning [Case
of news values Study]
50min +
• How [Company] incorporated social media into its media relations strategy
10min
• The “death” of the traditional press release and the evolution to a social media release
Q&A
• How [Company] maintained media interest and got its stories published with innovative
content creation ideas
• Challenges [Company] faced when infusing both traditional and new media into its
communication strategies and how they were overcame
REPUTATION MANAGEMENT
(5) How [Company] Protected its Business & Profits by Managing its Reputation
• Analysing the importance of a good corporate reputation in today’s digital age & how it can [Case
cushion your brand from falls Study]
• How [Company] used social media to boost its brand and reputation 50min +
• 360 degree approach - How [Company] integrated both traditional and social media 10min
technologies to forge stronger relationships with its audience Q&A
• Leveraging on conversations in the social media space - How [Company] aligned its
corporate image and corporate reputation for greater brand coherence
• How [Company] came up with new PR initiatives to achieve sales conversion from social
media
___________________________________________________________________________________________________________ 2
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

3. CONFIDENTIAL, Page 3 of 5
CRISIS COMMUNICATIONS & MANAGEMENT
(6) [Company]’s Triumph in Managing Crisis with the Social Media & Lessons Gained
from the Experience
• [Company]’s overall crisis management framework for communicating and handling a crisis in [Extende
all 3 stages: pre, during and post d
Session]
• How to keep your crisis team updated and always on guard by providing real time information
80min +
through social media
10min
• “All issues are potential crises” - How [Company] monitored all potential issues and nipped it
Q&A
in the bud before they grew bigger
• How [Company] made effective use of both online and offline channels to mitigate [Crisis]
and how it leveraged on good media relations to help itself in times of trouble
• Post Crisis – what you should do to prevent future similar crises from happening and
learnings from [Crisis]
CORPORATE BLOGGING
(7) Initiating [Company]’s Corporate Blog for Engaging with its Stakeholders in a Timely
Fashion
• “Corporate blogs are not white elephants” – How [Company] aligned its corporate blog to
business objectives and metrics so that there is a purpose
[Case
• Tips on what communication styles to use in your corporate blog, how to update and maintain
Study]
it and what not to do
50min +
• How can B2B industries make use of corporate blogs to engage with its stakeholders
10min
effectively
Q&A
• How [Company] used its corporate blog to support its offline functions to communicate
consistently
• Blogging as a crisis tool – How [Company] strategically leveraged on its corporate blog
during crisis times
• Challenges that [Company] faced when initially launching its corporate blog and how they
were overcame
PR for the Public Sector
MONITORING PUBLIC OPINION
(8) Staying Ahead of the Public’s Chatter: How [Govt] Came Up with a System to Monitor
& Manage Public Opinion
[Case
• How public sentiments on policies and issues have moved from offline to online channels and Study]
why it has become imperative for governments to start monitoring on the web in addition to 50min +
traditional channels 10min
• How [Govt] developed public opinion monitoring strategies for both day-to-day and long term Q&A
running of the organisation
• Responding to public feedback - How [Govt] made use of the data it has collected from social
media platforms to turn it into knowledge and delivered a timely response to the public
• Challenges encountered by [Govt] in the earlier stages and how it tackled them
___________________________________________________________________________________________________________ 3
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

4. CONFIDENTIAL, Page 4 of 5
MEDIA RELATIONS
(9) How [Govt] Innovated with Social Media Strategies to Communicate Better with
Journalists
• Journalists today – Who they are now, know their beat, timeline and appreciate the meaning [Case
of news values Study]
• How [Govt] utilised the social media to engage journalists with faster response time and with 50min +
great transparency 10min
• Incorporating a social media release with traditional press release to provide more interactive Q&A
information to the public
• How [Govt] applied innovative content creation ideas to maintain media interest in its news
• Challenges [Govt] faced when fusing both traditional and new media into its communication
strategies and how they were overcame
REPUTATION MANAGEMENT
(10) How [Govt] Adopted Social Media Strategies to Boost its Reputation
• Challenges in maintaining a good governmental reputation in today’s digital age [Case
• Aligning action and words - How [Govt] acted credibly in all situations to boost public opinion Study]
& reputation 50min +
• How [Govt] leveraged on social media to engage the public on a more personal level to get 10min
feedback and how this boosted public satisfaction and [Govt]’s reputation Q&A
• 360 degree approach - How [Govt] integrated both traditional and social media technologies
to effectively reach out to the public
• Challenges and pitfalls to avoid when planning and implementing social media PR strategies
CRISIS COMMUNICATIONS & MANAGEMENT
(11) [Govt]’s Triumph in Managing Crisis with the Social Media & Lessons Gained from the
Experience
• [Govt]’s overall crisis management framework for handling a crisis in all 3 stages: pre, during
and post
• Style, content & media - How should governments communicate to the public during a crisis
• How [Govt] worked together with the media to give timely updates and ensure responsible
[Extende
reporting so as not to cause public panic
d
• How [Govt] made effective use of both online and offline channels to mitigate [Crisis] Session]
• Post Crisis – How should governments communicate to assure the public and gain back the 80min +
public’s trust 10min
Q&A
INTERNAL COMMUNICATIONS
(12) How [Govt] Facilitated Internal Communications with Social Media Leading to
Increased Efficiency
• Motivations for considerations to adopt a social media PR strategy and how the [Govt]
[Case
defined its short and long term action plans for communications
Study]
• How [Govt] incorporated social media into its internal communications to increase level of
50min +
employee identification with core mission and values
10min
• How [Govt] formed and managed a social media team that ensured message and
Q&A
communications consistency from within
• “Good external communications start internally” – How [Govt] extrapolated its internal
communications strategy to its external communications with the public for uniformity
___________________________________________________________________________________________________________ 4
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg

5. CONFIDENTIAL, Page 5 of 5
Search Engine Optimisation
(13) Topping in Searches: How [Company] Improved its Visibility Among Stakeholders
• Search Engine Optimisation (SEO) - Complementing your social media PR strategy
[Case
• Analysing which keywords are most relevant to include in your website, social media release
Study]
and other areas to optimise search results
50min +
• The different aspects of SEO – Links, traffic and usability and how they all work together to
10min
improve your organisation’s ranking in searches
Q&A
• Applying SEO in press releases – keyword density versus using them high in the document
• Ignoring the internet is no longer a choice – How to develop a strong web presence for your
organisation
PR Measurement
(14) Linking Metrics with Objectives to Evaluate the Effectiveness of Your Social Media
PR Strategies
• PR measurement and how to set measurable goals for both online and offline initiatives
• Social media analytics – How to assess campaigns launched on Facebook and Twitter [Extended
• Applying advanced tools to measure its effectiveness in achieving communication goals Session]
• Identifying important metrics that corresponds with communication objectives to ascertain 80min +
the performance of a Social Media PR campaign 10min Q&A
• Measuring the tangibles and intangibles – Determining the ROI of a social media PR
campaign and quantifying consumer engagement & loyalty
• Case study: Post-campaign evaluation process [Company]’s PR team spearheaded to
extract learnings for future PR strategies and campaigns
___________________________________________________________________________________________________________ 5
Pacific Conferences Pte Ltd
5 Shenton Way, #26-08 UIC Building, Singapore 068808
Tel : (65) 6372 2201 Fax : (65) 6227 1601 URL: www.conferences.com.sg