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- Stuart Smith
- Thursday, June 2 - CONCURRENT SESSIONS -- 4 9:45 AM – 11:00 AM / Room 750 PANEL SESSION 4A: CRISIS COMMUNICATION (2)
- PANEL SESSION 4B: BRANDING AND ADVERTISING ISSUES (2)
- MORNING BREAK REFRESHMENTS CONFERENCE PROGRAM REVIEWERS MEETING Thursday, June 2 – SPECIAL PANEL PRESENTATION
- Peter W. Cardon
- Carolyn Meyer, PhD
- The Role of Leadership Communication and Emotional Capital in Driving Internal Social Media Use
- Presentation 2: Sam DeKay How Large Companies React to Negative Comments Posted to Corporate-Sponsored Facebook Pages: Five Years Later
- Presentation 3: Carolyn Meyer A Discourse Analysis of Corporate Social Media Apologies
THURSDAY, JUNE 2 8:30 AM – 8:45 AM / Faculty Lounge REFRESHMENTS 8:45 AM – 9:30 AM / Room 750 PLENARY SESSION SPEAKER & DISCUSSION Corporate Communication and Agencies: A Conversation with: Raymond L. Kotcher, Professor of the Practice of Public Relations, Boston University College of Communication and Non-Executive Chairman, Ketchum AND Stuart Smith, Global CEO Ogilvy Public Relations Raymond L. Kotcher Professor of the Practice of Public Relations, Boston University College of Communication Non-Executive Chairman, Ketchum As non-executive chairman of one of the world’s largest public relations agencies, Kotcher spends a good deal of his time consulting with staff and clients and assiduously working to advance the industry. He is equally passionate about furthering public relations as a career destination of choice and supporting those just starting out and this autumn he will join Boston University’s College of Communication as professor of the practice of public relations. In his 2006 commencement speech at that college Kotcher shared his advice for a meaningful career in public relations: Engage your curiosity; have passion for what you do; foster your creativity; develop your voice; and never forget your integrity and credibility. During his 12 years as the global CEO of Ketchum, the firm tripled in size and was twice named PRWeek’s Agency of the Year. Ketchum is now ranked as the fourth-largest PR firm in the world, according to PRWeek and the Holmes Report. With 163 Public Relations Society of America (PRSA) Silver Anvils, 50 PRWeek Awards, 14 Cannes Lions, and 154 Holmes Report SABREs, Ketchum is the most decorated agency in the business. 
As part of Kotcher’s commitment to furthering the industry, he is engaged in a range of public relations organizations. He served two terms as Chair of the Council of Public Relations Firms where he worked to amplify the voice of PR firms and promulgate the highest standards of practice. During his terms, Kotcher encouraged knowledge-sharing among members by establishing the Council’s online publication, The Firm Voice. He raised the bar for the industry’s leading firms by donating Ketchum’s own proprietary research and best practices, including its ethics training program. He encouraged other member firms to do the same. To ensure the highest ethical standards, Kotcher asked every member to sign the Council’s Statement of Principles, which all did — an industry first. An advocate for the role of research in the work of public relations, from 1999 to 2007 Kotcher served as a trustee of the Institute for Public Relations. He is a member of the PRSA Foundation’s board of directors, and is passionate about the Foundation’s mission to attract and retain underrepresented minorities to careers in PR. Kotcher also serves ex-officio on the board of the Foundation’s parent organization, the Public Relations Society of America. Kotcher is a member of The Seminar, was a founding member of the College of Charleston Communication Advisory Council, and he has attended the World Economic Forum in Davos as a Ketchum delegate. He also serves on the board of directors of Nile Rodgers’ We Are Family Foundation, a leading nonprofit dedicated to supporting the social responsibility projects of exceptional teens from around the world. Kotcher is actively involved in the Arthur W. Page Society and has served on the Society’s executive committee, board of trustees, and as chair of the membership committee. For a number of years, Kotcher has been included on PRWeek’s Power List, a ranking of the top 50 most important leaders in the public relations industry. In November 2015, Kotcher was inducted into the International Communications Consultancy (ICCO) Hall of Fame. In 2014, the Institute for Public Relations honored Kotcher with the Alexander Hamilton Medal for lifetime contribution to the public relations profession, and in 2013 he was named to the PR News Hall of Fame. In 2012, Kotcher received the PRSA Gold Anvil, the Society’s highest individual honor for lifetime achievement, and was inducted into the PRSA College of Fellows. In 2011, he received the Holmes Group’s SABRE Individual Achievement Award. In 2010, he served as chairman of the CLIO jury on strategic communications/public relations. Kotcher also has been twice honored by Boston University — once as a distinguished alumnus of the University and once by the College of Communication. He also serves on that College’s advisory board. Perhaps most importantly, Kotcher believes in the importance of character and integrity in our lives and in our work. Stuart Smith Global CEO Ogilvy Public Relations 
Stuart Smith has over twenty-five years experience in communications. He has held senior positions within consultancies and in-house and has worked across many industries and geographies in both the private and public sectors. His experience of developing strategy spans disciplines: change management programmes, acquisitions, disposals and rebranding; crisis management and issues preparedness; organizational effectiveness audits; communications and marketing; issues-led and public affairs campaigns; managing stakeholder relations across a range of NGOs; and the alignment of internal communications with brand repositioning programmes. Under his leadership, Ogilvy PR was named pan-EAME Agency of the Year (2014, Holmes Report) and for the second year running Ogilvy is top of the Holmes Report's Creativity Index globally. He has significant experience supporting clients with inward investment, destination and country branding including : Qatar First Investment Bank, Brand Dubai; GAFI (Egypt’s inward investment organization); ITIDA (Egypt’s IT inward investment agency) and UKTI. In addition he has developed strategies for Sovereign Wealth Funds and led the development of a new positioning strategy for Qatar. He has advised the UK Government on its ‘Great’ campaign and most recently served on a Task Force for the Mayor of London to advise on destination branding. At Ogilvy he is working with clients such as Nestle, Nescafe, Reed Smith, Merck, AngloAmerican and AMEX. Most recently he headed H+K Strategies EMEA's corporate practice. Previously he was CEO of Edelman UK. Thursday, June 2 - CONCURRENT SESSIONS -- #4 9:45 AM – 11:00 AM / Room 750 PANEL SESSION #4A: CRISIS COMMUNICATION (2) Counter-narratives and Organizational Crisis: How LEGO Bricks Become a Slippery Business Marianne Lundholt Is the CEO Effective as a Spokesperson During a Product-Harm Crisis? Dan Laufer Health Impact of Excessive Screen Time: A Smoldering Crisis for Organizations Ernest Martin 9:45 AM – 11 AM / Room 763
Doreen Wu, Valentina Yee Kwan Cotton-Chan Co-creating Polyphony or Cacophony? A Case Study of an Organization’s Current Brand Co-creation Process and the Challenge of Integrating Multiple Voices Line Schmeltz, Anna Karina Kjeldsen 11 AM – 11:30 AM / Faculty Lounge MORNING BREAK & REFRESHMENTS CONFERENCE PROGRAM REVIEWERS MEETING Thursday, June 2 – SPECIAL PANEL PRESENTATION 11:30 AM – 12:45 PM / Room 750 SPECIAL PANEL PRESENTATION #2: Responding to Stakeholders via Social Media Communication Inside and Outside the Organization 
Responding to Stakeholders via Social Media Communication Inside and Outside the Organization Social media communication creates opportunities to engage with and respond to the needs, concerns, complaints, and ideas of stakeholders. Yet, many organizations miss opportunities to interact with stakeholders—including customers, clients, media, and employees—when they raise questions and concerns. This panel will present research about how companies are addressing the concerns of customers on public social media platforms and how leaders are addressing the concerns of employees on internal social media platforms. The research has implications for effectively interacting with stakeholders and addressing their needs and concerns via social media. Peter W. Cardon, Associate Professor, University of Southern California and President, Association for Business Communication (ABC) Sam DeKay, Vice President, Technical Communications, BNY Mellon Corporation & Chair of the Business Practices Committee, Association for Business Communication (ABC) Carolyn Meyer, PhD, Associate Chair of the School of Professional Communication at Ryerson University in Toronto. Panel underwritten by: ABC – Association for Business Communication Convener and Moderator: Peter W. Cardon Presentation 1: Peter Cardon The Role of Leadership Communication and Emotional Capital in Driving Internal Social Media Use Over the past decade, most large organizations have adopted enterprise social networking platforms (also known as internal social media, Enterprise 2.0, and collaborative software platforms). These platforms have been adopted with the promise of more open, transparent, and collaborative communication across all levels of organizations (Bughin, 2008; Bughin, Chui, & Miller, 2009; Cardon & Marshall, 2015; Huy & Shipilov, 2012; Leonardi, Huysman, & Steinfield, 2013; McAfee, 2009; Turban & Liang, 2011; Wu, 20014). In practice, some organizations experienced dramatic success in improving communication and collaboration while most organizations have experienced little or no change. In fact, these platforms are largely unused in many organizations. This presentation, based upon survey results, has the following research objectives: (1) Evaluate how employees are using enterprise social networks (ESNs); (2) Identify what impacts the employees perceive the ESNs as having; (3) Identify how communication via ESN tools correlate with use of other traditional communication channels; and (4) Examine how organizational culture impacts productive ESN use. Presentation 2: Sam DeKay How Large Companies React to Negative Comments Posted to Corporate-Sponsored Facebook Pages: Five Years Later In 2011, I conducted a study to examine if large companies treat negative comments posted to social media as opportunities to resolve potential problems. The study identified official Facebook pages sponsored by the top 10 companies (as defined by the Forbes 2000 for 2010) in four industry groups—Banking, Retailing, Software & Services, and Household & Personal Products. The number of negative comments posted to these pages was calculated and corporate reactions to the comments analyzed. The study concluded that large corporations do not generally approach negative comments as public relations opportunities, but prefer to “sanitize,” or censor critical feedback. The current study examines the same companies analyzed in 2011. In addition, the same data-gathering methodology is adopted. The purpose of this effort is to determine if, during the five intervening years that have witnessed increased awareness of the public relations potential of social media, large corporations have altered their perceptions of negative feedback. Presentation 3: Carolyn Meyer A Discourse Analysis of Corporate Social Media Apologies Social media has become an important platform for corporate relationship building and social reputation and a critical factor in how businesses operate. The spread-ability that makes social media such a powerful tool, however, can present challenges and risks for companies responding to crisis and failure as well as the potential to turn those crises into opportunities, even when campaigns have failed and negative information has been mishandled. This research explores: (1) how the discourse of public apology in social media is constituted in the aftermath of failed social media campaigns and crises of corporate integrity and brand management, and (2) how, as viewed through the lens of image repair and image restoration theory (Coombs, 2006; Benoit, 1997, 1995) and situational crisis communication theory (Coombs & Holloday, 1996), the routinized expressions associated with apologetic utterances (Kampf, 2008; Boyd, 2006; Lazare, 2004; Deutshmann, 2003) are constructed rhetorically and linguistically in a social media context. Findings are based on a discourse analysis of corporate social media apologies on Facebook and Twitter. Peter W. Cardon 
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