The World Public Relations Forum, organized by the Spanish Association of Communication Directors (Dircom) and the Global Alliance for Public Relations and Communication Management (GA), has made public on its website itsdefinite program. The agenda, divided in themes, includes the names, positions and nationalities of the more than 80 speakers that will participate in the Forum under the slogan “Communication with Conscience”.
The venue for this 8th edition of the World Public Relations Forum will be the Palacio Municipal de Congresos of Madrid, where the debate on the future of public relations and communication will take place. On Sunday the 21st of September the Forum will begin with a Research Colloquium inaugurated by Anne Gregory, Chair of the GA, Samuel Martín-Barbero, member of the Board of Directors at Dircom, and Karen Sanders, President of the Association of Political Communication and Director of the Research Colloquium. In this conference both communication professionals and academics from all over the world will analyze the new challenges and trends in communication as well as the definition of “communication with conscience”.
On the 22nd of September the event will kick off with its official inauguration by Spain’s Vice-President Soraya Sáenz de Santamaría who will introduce the Forum alongside José Manuel Velasco, President at Dircom, Anne Gregory, Chair of the GA, and Daniel Tisch, Ex-President of the GA. The attendees will then be challenged to address the global agenda from an economic perspective with Martina Larkin, Senior Director of the Global Agenda Councils at the World Economic Forum, from a social perspective with Anthony Gooch, Director of Public Affairs & Communications at the OECD, from the climate change point of view with Peggy Liu, President of JUCCCE, and finally from a technological perspective with David del Val, President & CEO of Telefónica Research and Development.
From this point onwards the event, that’s to become in the biggest gathering for communication professionals, will be divided in four separate tasks or topics: Deconstructing communication, transforming communication, leading through communication and taking action towards communicating with conscience.
Before deconstructing communication a necessary contemplation of the changes that the profession will have to make in order to create a new way of communication in organizations will take place, based on a clear sense of character and values, a culture of listening and a clear understanding of its responsibility. JovinaAng, Director of Marketing and Communication at Microsoft Services in Asia, and José Antonio Llorente, Founding partner & Chairman of Llorente& Cuenca, will share the keys to achieving this revolution.
Later on the attendees will have to reflect upon how to transform the profession in line with the changes in organizations, while always considering communication at the centre of their strategy. The following experts will share their experience on the subject: Marisa del Toro, Communications and Public Affairs Director for Southern Europe at Google, Jerry Swerling, Director of Strategic Communication and PR at the University of Southern California, and Antonin Léonard, Co-Founder of Ouishare.
The Forum’s second session will commence with the analysis of leadership and the explanation of how the best leaders are those who understand the power of communication and the responsibility of using it wisely and ethically. Speakers as influential as Trevor Ncube, Executive Deputy Chairman of the Mail & Guardian Media Group, Paul Holmes, CEO at The Holmes Group, and Fernando Rodés, Founder and Partner of ISP Holdings, will share their particular views on this new leadership.
Finally the Forum will ask it’s attendees to take action by “communicating with conscience” in a presentation by Rob Flaherty, CEO at Ketchum, and John Gerzema, President and CEO of BAV Consulting. This concept will also be analyzed through various parallel sessions on transparency and democratization, co-creation, the role of communication in the economic recovery and the role for media in the new communication paradigm.
The closing session will be about brands with conscience and will include the participation of Ignacio Moliner, Brand & Communication Director of BBVA Group, who will explain the collaborative project his bank is developing with Joan Roca, Chef and owner of El Celler de Can Roca Restaurant.
Carmen Martínez de Castro, the Spanish Government’s Secretary of State in Communication, will be responsible of the official closing of the eighth edition of the World Public Relations Forum 2014 alongside José Manuel Velasco and Daniel Tisch.
From the United Kingdom, David Gallagher, President of the International Communications Consultancies Organization (ICCO), Paul Holmes, CEO of The Holmes Group, Stephen Waddington, President of the CIPR, and Sarah Nolleth, Director of The Prince’s Accounting for Sustainability Project will attend in the WPRF 2014.