One-day connected forum and workshops Book before

28 - 29 January 2010, Rydges World Square, Sydney 8 January 2010

to receive your
early bird discount

Crisis Communication
Protecting your organisation’s image by conveying the
right messages to stakeholders

Connected forum Post-forum workshops:

F r i d a y, 2 9 J a n u a r y 2 0 1 0
Learn from our expert event
contributors:

eBay Australia and New Zealand Workshop A: To safeguard reputation, stop thinking about image
Make-A-Wish Australia Facilitated by: Marie Najjar, Managing Director, Public City and;
Katrina de Jersey, Director, KDJ Communiqué
RSPCA
Plum Communication
Legal.consult Workshop B: Your organisation and the media during a crisis
Cato Counsel Facilitated by: Geoffrey Stackhouse, Principal Trainer,
Clarity Business Solutions Pty Ltd
Victorian Government Solicitor’s Office
mX Sydney Official Event Report
Money Magazine Crisis Command: Strategies for Managing Corporate Crises
Ambulance Victoria
EMI Music

Hear client case studies from: Hear case study driven presentations from
organisations in the spotlight in 2009
Clarity Business Solutions Pty Ltd

Participate in highly interactive sessions to

further your expertise in media management

Supported by: M e d i a Pa r t n e r s :

ww w. ar kgr oupaustralia.co m .a u
Crisis Communication
Protecting your organisation’s image by conveying the right messages to stakeholders
When a crisis strikes, the result can be disastrous. A crisis,
no matter how severe can cause irreparable damage to an
organisation’s reputation. Those who emerge from the aftermath are
better armed with the tools to manage further crises.
A crisis communication plan that considers all concerned
stakeholders and communicates with community members can turn
a volatile disaster into a positive reinvention opportunity. Strategic
crisis communication and management is vital in ensuring all
members of the organisation are well informed and prepared for a
potentially negative media or public onslaught.
Immediacy is a key element of a successful news story, and
continual online news updates and social media technologies
have allowed news to spread rapidly and potentially cause long
Who should attend?
ƒƒ PR Managers ƒƒ Corporate Communication Managers
ƒƒ Crisis Communication Managers ƒƒ Heads of Communication Change
ƒƒ Media Managers ƒƒ Organisational Managers
ƒƒ Public Affairs Managers ƒƒ Corporate Affairs Managers
ƒƒ Public Relations Managers ƒƒ External Affairs Manager
ƒƒ Corporate Relations Managers
P o s t - f o r u m w o r k s h o p s : F r i d a y, 2 9 J a n u a r y 2 0 1 0
Workshop A: To safeguard reputation, stop thinking about image
Registration: 9.00 am
Workshop starts: 9.30 am
Workshop ends: 12.30 pm
Facilitated by: Marie Najjar, Managing Director, Public City and;
Katrina de Jersey, Director, KDJ Communiqué
About the workshop:
Before you look out, look in. You can assume that your organisation or event -
regardless of its size or public profile - is going to be in crisis at some point. You
probably already know what it will be! So what have you done to mitigate this
risk? Just how far can you go to avoid it altogether? And if you can’t, how do you
know if you’ve managed it well? And what’s with social media? Will it help or de-
stroy your attempts at communication control? Can you control anything anyway?
Welcome to crisis management today.
Marie Najjar and Katrina de Jersey will share their perspective on expecting,
preparing for and then managing a crisis. They will look at a mix of
communication factors, both internally and externally, share case studies and
provide you with some essential thinking to apply to your own organisation.
About your workshop leaders:
Marie Najjar believes communication is at the crux of how we make sense of
people and events. Passionate about PR, Marie is the founder of Public City, a
member of the Public Relations Institute of Australia and the International
Association of Business Communicators and she is completing her master’s
degree in organisational communication. She has worked with organisations
such as King Gee, Global Business Forum (including Bill Clinton), the Dalai Lama,
Microsoft, Sony Computer Entertainment and Telstra Mobile. She was also the
head of the Asia Pacific Global Media Office for Paris 2012 (Olympic bid), which is
where she met her co-presenter, Katrina de Jersey.
Katrina de Jersey is the Managing Consultant at KDJ Communique. KDJ
Communique specialise in large scale Games bidding, crisis communications,
risk mitigation, PR and touring events. Recently KDJ Communique contributed to
the successful PNG Pacific Games 2015 Bid, and project managed the Samsung
Sponsor communication and activation during the Beijing 2008 Olympic Games
domestic Torch Relay. Katrina has also worked on the Sydney 2000 Olympic
Games, Manchester 2002 Commonwealth Games and Cricket Australia’s ICC
Women’s World Cup Australia 2009, to name a few.
lasting damage. For a crisis communication plan to be successful,
these new media technologies must be used to an organisation’s
advantage to diffuse the situation before it gets out of hand.
This connected forum will help you to prepare for the unthinkable
as you learn how to anticipate threats, communicate effectively and
diffuse potentially reputation damaging situations by exploring the
following areas:
ƒƒ Planning for a potential crisis
ƒƒ Sending the right messages to your audience
ƒƒ Communicating effectively with employees during a disaster
ƒƒ Turning a public relations nightmare into a rebranding opportunity
ƒƒ Communicating effectively and honestly with the media
ƒƒ Reputation Managers
ƒƒ Stakeholder Engagement Managers
ƒƒ Marketing Managers
Workshop B: Your organisation and the media during a crisis
Registration: 1.00 pm
Workshop starts: 1.30 pm
Workshop ends: 4.30 pm
Facilitated by: Geoffrey Stackhouse, Principal Trainer,
Clarity Business Solutions Pty Ltd
About the workshop:
In a crisis the golden rule is to tell the truth, tell it early and tell it often. This
interactive, case study driven workshop examines a crisis from the journalists’
perspective. You will learn what the media needs from you as a crisis breaks, as
well as what you can and must say. The workshop includes tools and techniques
to help your spokesperson deliver a safe and effective crisis message.
This workshop will be an extension of Geoffrey’s forum session.
The following issues will be discussed with interactivity and in-depth analysis:
ƒƒ Communicating with your community
ƒƒ Aiming your messages at your target audience
ƒƒ Avoiding unwanted hostility
About your workshop leaders:
Geoffrey is the Principal Trainer at Clarity, a specialist training company working
with boards and senior executives to equip them with the skills and techniques
they need to face the media spotlight. He is a seasoned journalist with more than
25 years experience. Geoffrey reported on corporate Australia in publications like
BRW, Company Director, The Sydney Morning Herald and many others. His
practical and strategic approach to media has been honed by experience in
internal corporate and public affairs roles with leading banks and financial
institutions. He has also worked at director level for Hill and Knowlton and other
consulting firms. Geoffrey works across Australia and throughout the region
delivering media and crisis training to leading corporates as well as federal and
state governments
 C o n n e c t e d f o r u m : T h u r s d a y, 2 8 J a n u a r y 2 0 1 0

8.45 Registration and refreshments 1.10 Networking lunch

9.15 Chairperson’s opening remarks Meet the press

Rachael Edginton, Board Member IABC Victoria Chapter;
Managing Director, PLUM Communication
Planning for the crisis and dealing with the aftermath
9.30 Ensuring a crisis won’t go from bad to worse
ƒƒ Preparing a crisis communication plan from scratch
ƒƒ Simulating a crisis to prepare for the worst
ƒƒ Informing key players of the crisis checklist
James Howe, Manager Communication Projects, Ambulance Victoria
10.10 Dealing with crisis in the music industry
ƒƒ Handling information leaks to the media and how to manage
the situation
ƒƒ Managing the snowball effect
ƒƒ Understanding when to comment and when not to
Valerie MacIver, National Publicity Manager, EMI Music
10.50 Morning refreshments and networking
Dealing with the law during a crisis
11.10 Panel discussion: Making your organisation a ƒƒ Reviewing the crisis
liability free zone
This is your chance to discuss issues of litigation and liability
that can arise during a crisis. First you will hear from a public
relations practitioner who has worked first hand with lawyers,
then you will hear from a legal consultant who will run though
some potential legal pitfalls.
ƒƒ Public statements: what you can and can’t say
ƒƒ Potential legal hurdles
ƒƒ Working with lawyers
Daniel Feiler, Head of Community and PR, eBay Australia and New
Zealand;
Andrew Perry, Director, Legal and Technology, Legal.consult
Facilitated by: Rachael Edginton, Board Member IABC Victoria
Chapter; Managing Director, PLUM Communication
M a k e - A -W i s h a n d T h e C h a s e r s W a r o n E v e r y t h i n g
11.50 Getting the balance right
In June 2009, ABC screened an episode of The Chaser’s
War on Everything that started a national outpour of emotion
when it lampooned children’s charity Make-A-Wish. The public
made their position clear through talk back radio, blogs and
television and even the Prime Minister gave his comments.
Hundreds of media hits were recorded. In the immediate
48 hours after the episode screened, the four employees
within the national communications team at Make-A-Wish
along with the CEO had a delicate and crucial job of not only
communicating with the media who unrelentingly put them
under siege, but managing over 1000 volunteers, 40 national
staff, corporate supports and hundreds of donors and wish
families who all spoke out. In this session you will hear how the
team managed the crisis as it unfolded;
2.00 “Meet the press” panel discussion: an ethical minefield
When an organisation faces meltdown due to a crisis, ethical
lines can become blurred. The desire from the organisation to
protect their reputation can clash with the desire of the journalist
to get the scoop. This can create a potentially volatile situation
where ethical boundaries are ignored and irreversible damage
may be dealt to both sides.
In this session you will have the opportunity to discuss the issue
of ethics with prominent media figures. Come prepared with a
range of questions for our expert panel who will provide you with
valuable insights, opinions and perspectives.
Matthew Horan, Communication Advisor, Cato Counse
Pam Walkley, Editor-in-Chief, Money Magazine;
Melissa Stevens, Editor, mX Sydney
Facilitated by: Rachael Edginton, Board member IABC Victoria
Chapter; Managing Director, PLUM Communication
Liaising with the media during a crisis
2.40 Managing the media in a crisis: the kangaroo cull of 2008
ƒƒ Dealing with the fallout
ƒƒ Exploring the outcomes
Michael Linke, CEO, RSPCA ACT
3.20 Afternoon refreshments and networking
3.40 Putting your best foot forward: the crisis communication
tango
ƒƒ Selecting and briefing a spokesperson
ƒƒ Sending carefully crafted messages
ƒƒ Targeting and addressing the right audience
ƒƒ Using traditional and new media effectively
Dina Ross, Marketing and Communications Manager, Victorian
Government Solicitor’s Office
4.20 Working with the media
This case study driven presentation will incorporate highly
interactive elements.
ƒƒ Using the media to communicate with your community
ƒƒ Getting the right information to the right people
ƒƒ Sending the right messages to avoid backlash
Geoffrey Stackhouse, Media Trainer, Clarity Business Solutions
Pty Ltd
5.00 Chairperson’s closing remarks and end of connected forum

ƒƒ Communication with stakeholders: methods and messages

ƒƒ Crisis strategy development on the run
ƒƒ Getting the messages right
ƒƒ The impact of the wish families and children
ƒƒ Dealing with The Chaser supporters
ƒƒ Mopping up: opinions on maximising exposure, community
relations management
ƒƒ Adherence with the governing bodies: Make-A-Wish America
and Make-A-Wish International
ƒƒ Six months on: what we would do differently next time
Janita Friend, General Manager, Brand, PR and Communication,
Make-A-Wish Australia
 Official Event Report
Crisis Command: Strategies for
Managing Corporate Crises

This report provides practical and realistic advice on

preparing for an organisational crisis. It is about how to
take command, how to communicate and how to work
as a team facing unprecedented pressure and scrutiny,
particularly from stakeholders.

The report incorporates words of wisdom from the

frontline – where experienced practitioners offer
insights into relevant areas of crisis communication.
A series of case studies in relevant chapters reinforce
the strategies, tactics and theory of crisis communication
provided in this report.

Case studies include: Delegate Special

• Singapore Airlines (2000);
• Mercury Energy, Auckland (2007);
• Sizzler restaurants, Brisbane (2006);
• Domino’s Pizza (2009);
Save $300
• Arnott‘s biscuits (1997); and on Ark Group’s Crisis
• Maleny v Woolworths (2006). Communication report!

Standard Price: $695+ GST

Delegate Price: $395+ GST

For more information on this essential report or to enquire about our special delegate offer,
please email aga@arkgroupasia.com or call 1300 550 662
5 ways to boo k yo u r p l ace AT t h i s e v e n t
AG-WEB
Phone: +61 1300 550 662 Fax: +61 1300 550 663 Email: aga@arkgroupasia.com
+61 (02) 8913 4000 +61 (02) 8913 4099 Web: www.arkgroupaustralia.com.au
Post: Send the completed registration form to Ark Group Australia Pty Ltd, Main level, 83 Walker Street, North Sydney, NSW 2060

Crisis Communication AG-WEB

28 - 29 January 2010, Rydges World Square, Sydney
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Email: arootes@arkgroupasia.com

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