Local v Global PR: Do global campaigns affect the creativity of PR?

Date:
Location: Tower House, Fourth Floor, 10 Southampton St, London WC2E 7HA
Organiser: PRmoment.com
Cost: Free for in house professionals

For the full speaker program, please scroll down beneath the form below. If you have problems booking this conference, or require further information, please call on 01962 832542 or email bensmith@prmoment.com. Our offices are open 9am to 5.30pm Monday to Friday.

Due to high demand, we have to limit the number of tickets per organisation to two.

Please note this seminar is for in house PR professionals only. If agency delegates register I'm afraid we will have to cancel your ticket - sorry!


The address for this seminar is: Waggener Edstron, Tower House, Fourth Floor, 10 Southampton St, London WC2E 7HA


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This is a joint PRmoment.com and Waggner Edstrom UK event. Neither PRmoment nor Waggener Edstrom UK will share delegate details with any other third parties.

5.30pm Registration and informal networking
With food and drinks

 
5.45pm

Chairperson's introduction
Ben Smith, Founder and MD, PRmoment.com

5.55pm

Global Campaigns and Local Communications - Making the Dynamic Work
Joe Hanley, Director, IBM External Relations, Europe

  • The advantages and disadvantages of global versus local campaigns
  • Why a collaborative approach across international communications teams is vital
  • Why local regions must input to global campaign design, while empowered to think and act for themselves
  • Why a simple comms decision making structure within the right culture is important
6.20pm

A Global News Narrative, Consistent with Local Needs
Steven Heywood, Head of Press UK and Ireland, eBay

  • The global versus local management of reputation
  • Permeability of news across borders
  • Managing cultural and language nuances
  • Leveraging talent, time zones and tools to respond 24/7

6.45pm

Marrying global objectives and local needs is possible: Relevancy is key, we only consume content relevant to us
Cairbre Sugrue, General Manager, Waggener Edstrom UK

  • In recent times a number of brands have rushed to centralise communications strategies to ensure greater message consistency
  • If a company considers a centralised model is a way to control the message then it will fail
  • Why in an age of real-time communications, where relevancy is key, companies need a more dynamic structure
  • Why a central team should act as an enabler of their local counterparts and give them the flexibility to react to local market conditions
  • If brands are to become ‘publishers’ they must understand their ‘readers’ both external audiences and internal stakeholders
  • Relevancy is key, we only consume content relevant to us. Companies who impose global campaigns in a command control manner will fail
7.15pm Panel Discussion - Local and Global PR campaigns: How to get the balance right
Chair, Ben Smith, Founder, PRmoment 
Cairbre Sugrue, General Manager, Waggener Edstrom UK
Steven Heywood, Head of Press UK and Ireland, eBay
Joe Hanley, Director, IBM External Relations, Europe
 
 
7.40pm Chairperson's summary
Ben Smith, PRmoment.com

 
7.55pm Informal networking with food and drinks
8.45pm Close of conference