This year Peru will host the Public Relations World Congress which will bring together the

world’s foremost experts

in this field for the first time in our country. Notable professionals from five continents will arrive in Lima to share
with their colleagues from all over the world -including Peruvians- trends, cases and results of communication in
companies and private organizations, government and public institutions in general.

I value the high level reached by Universidad de San Martín de Porres in the discipline of public relations and I welcome
its initiative. This Congress will be held in Latin America after 15 years, easing the participation of our countrymen and
our Latin American brothers and sisters.

In Peru, the State and the private sector, in this case the academic sector, are working together to strengthen our
image as a competitive place for business meetings and also to show the capacity and competence of Peruvians,
exposing our local talent, establishing links with major companies and global organizations, learning what is being
done in the world in order to do it better, based on previous experience.

For all this, we invite communication professionals from around the world to take part in this Congress and to discover
our country. Peru awaits you with open arms and anticipates your return.

Alan García Pérez

President of the Republic of Peru


 On behalf of Universidad de San Martín de Porres, I am pleased to welcome the distinguished
authorities and members of the International Public Relations Association - IPRA, coming from
the different latitudes of the globe, as well as all the attendants to the XIX IPRA World Congress,
which our University and IPRA itself have had the initiative of bringing to Latin America, and
which will turn Lima into the world capital of Public Relations.

In its permanent search for excellence, Universidad de San Martín de Porres outstands as a
leading university, educational and humanistic community that promotes knowledge and values,
research, training and update through international, academic and professional exchanges for
its professors and students. This is the frame of our relationship with IPRA, which honored our
University by trusting us the organization of this outstanding world congress.

The XIX Public Relations World Congress has also a special meaning for Universidad de San
Martín de Porres, since the mission trusted by IPRA is fair to the School of Communication
Sciences, Tourism and Psychology for its large achievements in the development of Public
Relations and its organizational skills, renowned in Peru and all over the continent.

Please receive our warmest greetings, and welcome once again to the Congress.

Raúl Bao García

Rector
Universidad de San Martín de Porres


As Dean of the School of Communication Sciences, Tourism and Psychology of Universidad de
San Martín de Porres, I would like to express my warmest greetings and recognition to the IPRA
Board Members and the speakers for their valuable participation in the XIX Public Relations World
Congress. Your knowledge, experience and qualified professional and academic biographies become
an invaluable contribution to the development of a profession and its strategic performance.

My recognition also to public relationists, communicators and other specialists for your interest in
participating in the top public relations event worldwide, where you will share spaces for analysis
and insight. You will also have the opportunity to analyze an exceptional vision of the knowledge
and practice of a profession that is increasingly needed today in the corporate world and the
organizations as well.

The position reached by public relations in Peru and in the world; the teaching and promoting task of
our University in this same field; and in this opportunity the presence in Lima of outstanding Public
Relations professionals from different continents guarantee an event that given its speakers and
organization will represent a milestone that will be pleasantly remembered in the history of IPRA
world congresses.

I reiterate my warmest welcome to IPRA 2010 - XIX Public Relations World Congress, the first in the
21st century in the American Continent, certain that both Lima and Universidad de San Martín de
Porres will be deserving hosts.

Johan Leuridan Huys

Dean of the School of Communication Sciences, Tourism and Psychology
Universidad de San Martín de Porres

On behalf of the members of IPRA, it is a great pleasure and honor to work with Universidad de San
Martín de Porres for the organization of IPRA 2010 - XIX Public Relations World Congress. For us this
is a great opportunity to reaffirm IPRA’s mission and to renew our historic ties with Latin America.

This is our third World Congress in this part of the world and I know that it will live up to the reputation
earned by previous events. I am also sure that all delegates will return home with many wonderful
memories of times spent in Peru and new perspectives, new views, new friends and professional
contacts.

Elizabeth Goenawan Ananto

President
International Public Relations Association - IPRA


 Committees

Organizing Committee

Elizabeth Goenawan Ananto | IPRA

IPRA 2010 President. Founder and CEO of EGA Briefings. Coordinator of MM Communication from
Universitas Trisakti. Besides being a professor since 1978, she has provided professional support
to executives from different companies and governmental institutions. She has participated in
professional conferences and forums in different universities. She is the Director of the Clean
Up The World Campaign in Indonesia, under the sponsorship of the United Nations Environment
Programme (UNEP).

Johan Leuridan Huys | USMP

Dean of the School of Communication Sciences, Tourism and Psychology from Universidad de San
Martin de Porres. Re-elect President of the Latin American Association of Public Relations University
Careers (ALACAURP). Re-elect President of the Peruvian Association of Schools of Communication
Sciences (APFACOM) for the 2009 – 2011 period. He was honored by the Gourmand Cookbook Awards
as Best Editor of Gastronomy Books in the World, in Orebro, Sweden in 2005. During his term of office,
the School has published over 190 books to date.

James Holt | IPRA

After 25 years as a PR consultant in Europe, the United States, and Mexico, James Holt joined IPRA
as CEO in 2000, and he currently holds this position. IPRA is the most important and respected
organization for Public Relations professionals worldwide. Founded over 50 years ago, and with
more than 1,100 members from over 100 countries, it holds the category of Consultant for the
United Nations as well as for UNESCO. It promotes leadership in Public Relations and provides its
members with the necessary input to succeed in their professional responsibilities.

Amybel Sánchez Tello | USMP

Responsible for the organization of the IPRA 2010 Congress. Director of the Department of
Academic Extension and Community Relations (EPU) of the School of Communication Sciences,
Tourism and Psychology, Universidad de San Martin de Porres. Since 2009, she represents Peru
before the International Public Relations Association (IPRA), with headquarters in London, United
Kingdom. She is currently IPRA´s Official Council Representative in Peru for a 2-year period.

Scientific Committee
Johan Leuridan Huys | Peru Emilio Solórzano Hernández | Peru
Dean of the School of Communication Sciences, Professor, Universidad de San Martín de Porres.
Universidad de San Martín de Porres.

Amybel Sánchez Tello | Peru James E. Grunig | United States

Director of the Department of Academic Extension and Professor Emeritus, University of Maryland.
Community Relations of the School of Communication
Sciences, Tourism and Psychology, USMP.

Antonio Nogüero | Spain Raúl Vargas | Peru

Professor, Universidad Autónoma de Barcelona. News Director, Radio Programas del Perú.

Donald Wright | United States Robert W. Grupp | United States

Professor, Boston University. President and CEO, The Institute for Public Relations.



 General program - Speakers and panelists

TIME TUESDAY 1, JUNE

07:00 - 09:00 Registration of participants

09:00 - 09:35 Opening Ceremony

Plenary Session 1: THE POWER OF PUBLIC RELATIONS

IN THE BUSINESS ENVIRONMENT
THE POWER OF PUBLIC RELATIONS.
09:35 - 10:05
Antonio Tamayo. President, Hill & Knowlton Mexico.

10:05 - 10:35 CONNECTIONS: A PERSONAL AND PROFESSIONAL JOURNEY.

Jon Higgins. Partner and International Executive Director, Ketchum.

PANEL DISCUSSION
THE POWER OF PUBLIC RELATIONS IN THE BUSINESS ENVIRONMENT.
Moderator: Gonzalo Zegarra. Executive Director, Apoyo Publicaciones.
10:35 - 11:05 Panelists:
- Jon Higgins. Partner and International Executive Director, Ketchum.
- Antonio Tamayo. President, Hill & Knowlton - Mexico.
- Pedro Pablo Kuczynski. Former Prime Minister of Peru.

11:05 - 11:30 Coffee Break

Plenary Session 2: PUBLIC AFFAIRS AND INTEREST MANAGEMENT

PLAYING TO WIN: WHEN POLITICS AND BUSINESS COLLIDE.

11:30 - 12:00 Mark Klugmann. Latin American Political Consultant and Former White House Official.

INTEGRATING STRATEGIC COMMUNICATIONS WITH PUBLIC AFFAIRS: WHEN PUBLIC AFFAIRS, PUBLIC
12:00 - 12:30 RELATIONS AND ISSUES MANAGEMENT CONVERGE.
Robert Grupp. President and CEO, Institute for Public Relations.

PANEL DISCUSSION
PUBLIC AFFAIRS AND INTEREST MANAGEMENT.
Moderator: Charles Philbrook. Director of Economic Studies, Datum Internacional S.A.
12:30 - 13:00 Panelists:
- Felipe Gutiérrez. Executive President, Concertum.
- Mark Klugmann. Latin American Political Consultant and Former White House Official.
- Patricia Teullet. General Manager, COMEX Perú.
- Robert Grupp. President and CEO, Institute for Public Relations.

13:00 - 15:00 Lunch

PARALLEL ROOMS

Room A: INTERNAL AND Room B: CRISIS

Room C: REPUTATION
EXTERNAL COMMUNICATION MANAGEMENT

RETRO-AVANT-GARDE THE CHALLENGES OF CORPORATE IDENTITY, AUTHENTICITY AND

COMMUNICATION. WHAT PUBLIC REPUTATION RISK AND CRISIS REPUTATION: THE DYNAMIC
RELATIONS CAN LEARN FROM MANAGEMENT. TRIAD.
15:00 - 15:30 ARTISTIC MOVEMENTS? Michael Okereke. President, Mike Juan Carlos Molleda. Professor and
ˇ ˇ Founding partner,
Dejan Vercic. Okereke Consulting. Coordinator of the Department of
Pristop - Llubljana. Public Relations from the School of
Journalism and Communications,
University of Florida.

CASE PRESENTATION THE GLOBAL CRISIS AND THE INTERNATIONAL MODELS TO

SUCCESSFULL COMMUNICATION IN
MULTI-COUNTRY PROJECTS.
15:30 - 16:00
Luisa García. Partner and CEO
for Peru and Central America,
Llorente & Cuenca.
NEW IMF.
Andreas Adriano. Media Relations
Officer for Latin America and the
Caribbean, International Monetary
Fund - IMF.
MANAGE REPUTATION AND THE
PERUVIAN DATA: DO THEY FIT?
Gabriel Ortiz de Zevallos. Executive
President, Apoyo Comunicación
Corporativa.


16:00 - 16:30 Coffee Break

CASE PRESENTATION FROM THE MONOLOGUE TO CORPORATE

COMMUNICATION IN TELEFÓNICA.
16:30 - 16:50 Ludwig Meier Cornejo. Director of
Institutional Relations and Corporate
Communication, Telefónica del Perú.
CASE PRESENTATION
A SMARTER WORLD: IBM’S NEW
VISION FROM A PERSPECTIVE OF
16:50 - 17:10 INTEGRATED COMMUNICATIONS.
Carolina Carrillo. Marketing and
Communication Manager for Peru,
Ecuador, Bolivia, Uruguay and
Paraguay, IBM.
DIALOGUE: EXPLORING COMMUNICATION
MODELS USED IN THE MINING-ENERGY
INDUSTRY IN PERU. WHY COUNTRIES NEED
María del Carmen de la Flor. Project BRANDING TOO?
Director, Comunica Consulting Group. Santiago Hinojosa. President and
CEO, Burson-Marsteller in Latin
RELATING TO THE BUSINESS America.
ENVIRONMENT AND TO SOCIETY
- EXPERIENCES AT SIEMENS
Katarina Steinwachs. Corporate
Communication Manager for the
South American Region
(except Brazil), Siemens.

PANEL DISCUSSION PANEL DISCUSSION PANEL DISCUSSION

INTERNAL AND EXTERNAL CRISIS MANAGEMENT. REPUTATION.
COMMUNICATION. Moderator: Humberto Arnillas Moderator: Nigel Chism. Treasurer,
Moderator: Claudia Herrera. Marketing Manager, National Mining, International Public Relations Association
Executive Director, ECO Comunicaciones Oil and Energy Society – SNMPE. - IPRA.
S.A.C. Perú.
Panelists: Panelists:
Panelists: - Andreas Adriano. Media Relations - Gabriel Ortiz de Zevallos. Executive
- Carolina Carrillo. Marketing and Officer for Latin America and The President, Apoyo Comunicación
Communication Manager for Peru, Caribbean, International Monetary Corporativa.
17:10 - 17:50 Ecuador, Bolivia, Uruguay and Paraguay, Fund - IMF. - Juan Carlos Molleda. Professor and
IBM. - Katarina Steinwachs, Corporate Graduate Coordinator of the
ˇ ˇ Founding Partner,
- Dejan Vercic. Communication Manager for the Department of Public Relations,
Pristop - Llubjana. South American Region University of Florida.
- Gisella Rojo. Corporate Affairs and (except Brazil), Siemens. - Santiago Hinojosa. President and CEO,
External Communications Manager, - María del Carmen de la Flor. Project Burson-Marsteller in Latin America.
Nestlé. Director, Comunica Consulting Group.
- Ludwig Meier Cornejo. Director of - Michael Okereke. President, Mike
Institutional Relations and Corporate Okereke Consulting.
Communication. Telefónica del Perú.
- Luisa García. Partner and CEO for Peru
and Central America, Llorente & Cuenca.

TIME WEDNESDAY 2, JUNE

PRESENTATION OF A STUDY ON PUBLIC RELATIONS IN PERU PREPARED BY IPSOS APOYO.
09:00 - 09:15
Alfredo Torres. Executive Chairman, Ipsos Apoyo.

Plenary session 3: STRATEGIC THINKING AND PLANNING

IN PUBLIC RELATIONS

THE CONTRIBUTION OF PUBLIC RELATIONS TO ORGANIZATIONAL STRATEGY AND GOVERNANCE.

09:15 - 09:40 James E. Grunig. Professor Emeritus, University of Maryland.

THE IMPORTANCE OF STRATEGY IN EFFECTIVE PUBLIC RELATIONS.

09:40 - 10:15
Donald Wright. Professor, Boston University.

PANEL DISCUSSION
STRATEGIC THINKING AND PLANNING IN PUBLIC RELATIONS.
Moderator: Gabriel Ortiz de Zevallos. Executive President, Apoyo Comunicación Corporativa.
10:15 - 10:50 Panelists:
- Carlo Reyes. Image and Communications Manager, BBVA Banco Continental.
- Daniela Maúrtua Briseño-Meiggs. Corporate Communications Coordinator - Bolivia, Ecuador, Peru, Siemens.
- Donald Wright. Professor, Boston University.
- James E. Grunig. Professor Emeritus, University of Maryland.

10:50 - 11:20 Coffee Break

Plenary session 4: MANAGEMENT INDICATORS IN PUBLIC RELATIONSHIPS

AND HOW TO MEASURE THEM

OVERCOMING THE CHALLENGE OF MEASURING RESULTS IN COMMUNICATION.

11:20 - 11:55 Yanina Budkin. Senior Communication Officer for Chile, Paraguay and Uruguay, World Bank.

PR INDICATORS - CONCEPT AND CHALLENGES REGARDING BRAND EQUITY IN THE 21st CENTURY.
11:55 - 12:30
Blanca Fullana. Associate Professor, Universidad Pompeu Fabra - Spain.

DEVELOPING MEASUREMENT IN PUBLIC RELATIONS. WHAT DO WE NEED TO COMPETE?

12:30 - 13:05
ˇ ˇ Associate Professor, University of Zagreb - Croatia.
Ana Tkalac Vercic.

 13:00 - 15:00 Lunch

PARALLEL ROOMS

Room B: MANAGEMENT
Room A: BRAND Room C: SOCIAL
INDICATORS/RELATIONSHIP
COMMUNICATION RESPONSIBILITY
WITH THE MEDIA

PANEL DISCUSSION
CASE PRESENTATION SOCIAL RESPONSIBILITY.
REACHING THE NEW LATIN MANAGEMENT INDICATORS. Larissa Grunig. Professor,
15:00 - 15:30 AMERICAN CONSUMER. Moderator: Luisa García. Partner and University of Maryland.
Laura Schoen. Responsible CEO for Peru and Central America,
of Operations in Latin America, Weber Llorente y Cuenca.
Shandwick.
Panelists:
ˇ ˇ Associate
- Ana Tkalac Vercic.
Professor, University
CASE PRESENTATION of Zagreb - Croatia. CASE PRESENTATION
COCA COLA, THE HAPINESS - Blanca Fullana. Associate Professor, SAUDI ARAMCO CASE.
FACTORY. Universitat Pompeu Fabra - Spain. Faisal S. Al Zahrani. Director of Media
15:30 - 16:00 Hernán Lanzara. Public Affairs and - Yanina Budkin. Senior Relations and Publications, Saudi
Corporate Communication Manager, Aramco.
Communications Officer for Chile,
Trans Andean Franchise Unit,
Paraguay and Uruguay, World Bank.
Coca Cola.

16:00 - 16:30 Coffee Break

CASE PRESENTATION IF MEDIA ARE IN SUCH CASE PRESENTATION

PORK IS GOOD: A TERRIBLE DECLINE, FULL ESPECTRUM
SUCESSFUL BRANDING WHY IS MEDIA ENGAGEMENT.
CAMPAIGN. RELATIONS IN SUCH Olav Ljösne. Senior
Deborah Charnes Vallejo, TERRIFIC DEMAND? Communications and
Vice President and Public Gary Wells. Senior International Operations
16:30 - 17:00 Manager, Shell.
Relations Director, Bromley Managing Director, 16:30 - 16:50
Communications. Dix & Eaton.

PANEL DISCUSSION PANEL DISCUSSION CASE PRESENTATION

BRAND COMMUNICATION. RELATIONSHIP WITH THE COMPAÑÍA MINERA
Moderator: Robinson Vélez. General MEDIA. ANTAMINA: DRIVING
Manager, Burson-Marsteller Peru. Moderator: José Luis Patiño. THE SUSTAINABLE
Analyst from the Economic DEVELOPMENT OF
Panelists: 16:50 - 17:10 ANCASH.
and Financial Information
- Deborah Charnes Vallejo, Update, Radio Programas Pablo de la Flor. Vice
Vice President and Public President of Corporate
del Peru.
Relations Director, Affairs and Environment,
Bromley Communications. Panelists: Compañía Minera
- Aldo Mariátegui. Director Antamina.
- Hernán Lanzara. Public Affairs and
Corporate Communication Manager, of Correo newspaper.
CASE PRESENTATION
Trans Andean Franchise Unit, Coca - Gary Wells. Senior
CORPORATE
Cola. Managing Director,
REPUTATION:
- Laura Schoen. Responsible of Dix & Eaton. BACKUS CASE.
Operations in Latin America, Weber - Gonzalo Zegarra. Executive 17:10 - 17:30
Fernando Hilbck.
Shandwick. Director, Apoyo
17:00 - 17:50 Publicaciones.
Corporate Affairs Director,
- Raúl Vargas. News Director, Backus.
Radio Programas del Perú.

PANEL DISCUSSION
SOCIAL
RESPONSIBILITY.
Moderator:
Cecilia Rizo Patrón.
Knowledge Manager
Director, Perú 2021.

17:30 - 18:00 Panelists:

- Faisal S. Al Zahrani,
Saudi Aramco.
- Fernando Hilbck, Backus.
- Olav Ljösne, Shell.
- Pablo de la Flor,
Compañía Minera
Antamina.


 TIME THURSDAY 3, JUNE

PARALLEL ROOMS

Room A: COMMUNICATION
Room C: COMMUNITY RELATIONS:
CAREERS: WHAT IS THE
HOW TO REACH CONSENSUS?
APPROACH FOR THE FUTURE?

COMMUNICATION CAREERS: WHAT IS CASE PRESENTATION

THE APPROACH FOR THE FUTURE? PROMOTING SUSTAINABILITY IN INTEGRAL
09:00 - 09:35 09:00 - 09:30 PROJECTS - THE SOUTH INTEROCEANIC CASE.
James Grunig. Professor Emeritus,
University of Maryland. Jorge Barata. Representative in Peru, Odebrecht.

CASE PRESENTATION CASE PRESENTATION

CASE FROM UNIVERSIDAD DE
SAN MARTÍN DE PORRES: PUBLIC
RELATIONS, A GLOBAL GLANCE.
09:35 - 09:55 Carolina Spell. Responsible for Public
Relations Department, USMP.
Alicia Perea. Head of the Public Relations Unit
from the Department of University Projection
and Community Relations, USMP.
CASE PRESENTATION
PUBLIC RELATIONS STUDIES IN SPAIN FROM
THE PERSPECTIVE OF THE NEW EUROPEAN
09:55 - 10:15
SPACE IN HIGHER EDUCATION.
15:30 - 16:00
Antonio Nogüero. Professor, Universidad
Autónoma de Barcelona - UAB.
PUBLIC RELATIONS IN THE EXTRACTIVE
INDUSTRY - THE SOUTHERN PERU CASE.
09:30 - 09:55 Guillermo Vidalón. Vice President of the Image
and Communication Committee, National Mining,
Oil and Energy Society.
CASE PRESENTATION
SOCIAL CORPORATE RESPONSIBILITY:
GENERATING CONSENSUS ON THE
09:55 - 10:20 INDONESIAN UPSTREAM OIL & GAS
ACTIVITIES.
Amir Hamzah. Vice President of External
Relations, BPMIGAS.

PANEL DISCUSSION PANEL DISCUSSION

COMMUNICATION CAREERS: WHAT COMMUNITY RELATIONS: HOW
IS THE APPROACH FOR THE FUTURE? TO REACH CONSENSUS.
15:30 - 16:00 Moderator: Donald Wright, Professor, Boston Moderator: Juan Carlos Molleda. Professor and
University. Post Graduate Coordinator of the Public Relations
Panelists: Department, University of Florida.
10:15 - 10:50 - Alicia Perea. Head of the Public Relations Unit 10:20 - 10:50 Panelists:
of EPU, USMP. - Amir Hamzah. Vicepresident of External
- Blanca Fullana. Associate Professor, Universitat Relations, BPMIGAS.
Pompeu Fabra, Spain. - Guillermo Vidalón. Vice President of
- James Grunig. Professor Emeritus, University the Image and Communication Committee,
of Maryland. National Mining, Oil and Energy Society - SNMPE.
- Carolina Spell, Responsible for Public Relations - Jorge Barata. Representative in Peru,
Department, USMP.
- José Luis Ibarra. Communication and Foreign Odebrecht.
Manager, Repsol Peru.

10:50 - 11:20 Coffee Break

Plenary Session 5: SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATION

11:20 - 12:00 SOCIAL MEDIA: RE-WRITING THE RULES OF CORPORATE COMMUNICATION.

Alberto Arébalos. Director of Global Communications and Public Affairs for Latin America, Google Inc.
SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATIONS.
12:00 - 12:40
Leonardo Ortiz-Villacorta. Director of Public Affairs and Communications, Microsoft Corporation.

PANEL DISCUSSION SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATIONS.

Moderator: César Mauricio. Professor, Universidad de San Martín de Porres.
Panelists:
12:40 - 13:15
- Alberto Arébalos. Director of Global Communications and Public Affairs for Latin America, Google Inc.
- Leonardo Ortiz-Villacorta. Director of Public Affairs and Communications, Microsoft Corporation.
- Mauricio Andújar. Director of Business Development and Strategic Planning, A1-Perú.

13:15 - 15:00 Lunch

Plenary Session 6: POLITICAL COMMUNICATION

15:00 - 15:35 POLITICAL COMMUNICATION AS BRAND COMMUNICATION?

Harald Zulauf. CEO, Media Consulta.

15:35 - 16:10 THE NEW POWERS OF CITIZENS IN POLITICAL COMMUNICATIONS.

Christophe Ginisty. Founder and Managing Director, Rumeur Publique.

PANEL DISCUSSION POLITICAL COMMUNICATION.

Moderator: Raúl Vargas. News Director, Radio Programas del Perú.
16:10 - 16:45 Panelists:
- Christophe Ginisty. Founder and Managing Director, Rumeur Publique.
- Harald Zulauf. CEO, Media Consulta.
- José Elice Navarro. Executive Director, Reflexión Democrática.

16:45 - 17:15 Conclusions and closing ceremony 

 Tuesday 1, June
Plenary Session 1
THE POWER OF PUBLIC RELATIONS IN THE BUSINESS ENVIRONMENT

THE POWER OF PUBLIC RELATIONS.

This presentation will analyze the factors that contributed to the development of the discipline until its current status, as well as
the challenges facing public opinion, authorities and consumer groups. The public relations areas that are being threatened will
be mentioned as well as the need and the reason why their strategic role should be recovered, and their contribution to business
success, illustrated through some Latin American cases. Examples will include some business factors that are addressed by public
relations: The need companies and industries have to maximize their supply in the revival of a world economy that has been strongly
impacted by global crisis.
• The continuous evolution of CEO’s needs and objectives.
• The opportunity of using “new” resources such as social networks to interact with the consumer
• The collapse of reputation among important institutions (i.e. banks)

Antonio Tamayo | Hill & Knowlton Mexico

President.
Responsible for overseeing public relations services, especially in crisis management. He is the leader of H&K’s
Health and Wellness for Latin America. He has lead several regional communications and public relations
initiatives for multinational companies in the food, health and consumer marketing industries. Antonio is co-
founder and former president of the Mexican Professional Public Relations Agencies Association. Mr. Tamayo
was Vice President of Bermudez & Associates, a Los Angeles-based advertising, marketing and public relations
company, specialized in the Hispanic market.

CONNECTIONS: A PERSONAL AND PROFESSIONAL JOURNEY.

Jon Higgins’ personal journey from a tiny U.S. town with just one stoplight to traveling the globe as Senior Partner, CEO International for
Ketchum mirrors the incredible growth in reach and sophistication of the Public Relations industry itself. From the time, early in his career,
when companies often treated PR as an afterthought, a mere adjunct to advertising, to now, when effective, refined communication is so
central to every business strategy - and PR metrics often outperform advertising -Jon has experienced the transformation of the industry
first-hand. What has not changed, he believes, is the simple power of connecting, whether with a handshake in some far-flung outpost of
the industry (like Uzbekistan, where 2 years ago Ketchum had the only PR office in the country), or digitally, with words and pictures sent
anywhere on the planet at the speed of an electron. Jon will draw on his own story to take a broad, wide-ranging, and global look at Public
Relations – an industry he believes is only beginning to tap its full potential.

Jon Higgins | Ketchum

Senior Partner and CEO International.
He is responsible for overseeing all worldwide offices outside North America for Ketchum. Prior to assuming
this role in 2008, Jon was CEO of Ketchum in Europe, the Middle East and Africa (EMEA), covering offices in
the United Kingdom, Germany, France, Spain and Italy. While CEO of Ketchum London, among the accolades
the London office garnered included being named the U.K.´s fastest-growing top-tier agency in 2003, being
recognized by The Financial Times as one of the “UK´s 50 Top Great Places to Work” and being designated by
PR industry pundit Paul Holmes as the “Best Place to Work in Europe”. After six years working with Ketchum
in California, it became the number-one agency in the Bay Area.

PANEL DISCUSSION PANELISTS

THE POWER OF PUBLIC RELATIONS IN THE Antonio Tamayo | Hill & Knowlton – Mexico
BUSINESS ENVIRONMENT. President.
Moderator Jon Higgins | Ketchum
Gonzalo Zegarra | Apoyo Publicaciones Senior Partner and CEO International.
Executive Director.
Pedro Pablo Kuczynski
Former Prime Minister of Peru.

10
11
 Tuesday 1, June
Plenary Session 2
PUBLIC AFFAIRS AND INTEREST MANAGEMENT

PLAYING TO WIN: WHEN POLITICS AND BUSINESS COLLIDE.

Traditionally, business in Latin America has relied on its ability to persuade government insiders, but has doubted it could prevail on
issues by obtaining popular support. However, today it is not just companies but even the government itself, ministers and presidents,
that find it difficult to succeed on vital issues unless they create political constituencies, build networks and coalitions, generate rational
and emotional intensity and frame the issues to win support from public opinion. The best corporate public affairs programs will
increasingly apply the science of victorious electoral campaigns and the new methods of successful government innovators who win
public policy battles. This lecture, based on 20 years in the region, explains this work. On controversial issues, businesses that cannot
build a platform of outside support may find that even a friendly government will feel itself unable to do much to help them.

Mark Klugmann
Latin American Political Consultant and former White House official.
Expert in strategic communications. In Latin America, he has advised six presidents. Previously, he served in
the White House as speechwriter to U.S. Presidents Ronald Reagan and George H.W. Bush. He was Assistant
Director of the White House Outreach Working Group on Central America. He was part of the White House
communications team in two winning U.S. presidential campaigns. As a top campaign strategist in Latin
America, where he has worked for twenty years, he used rigorous methodology to create cutting-edge
election campaigns built on research, strategy, issues, media and message. He also helps governments to
design and then win passage of major reforms such as social security modernization, monetary reform,
land titling and property rights for the poor, major port reform, telecom modernization, and transparent,
competitive privatizations. He has been a newspaper editorial writer, a U.S. Congressional staff member, a
television producer in Chile, and the Director of the International Center for Pension Reform.

INTEGRATING STRATEGIC COMMUNICATIONS WITH PUBLIC AFFAIRS:

WHEN PUBLIC AFFAIRS, PUBLIC RELATIONS AND ISSUES MANAGEMENT
CONVERGE.
In today’s rapidly changing global business environment, good public affairs campaigns are rarely accomplished without good public
relations. To resolve difficult issues and maintain trust and credibility with stakeholders, corporations and other organizations need to
embed the values of collaboration, a commitment to engagement and transparency of their operations and practices. Also, organizations
need to extend the scope of their relationships to include people, groups and governments that may not necessarily involve the company
directly, but which ultimately affect the sustainability of the business. This presentation will identify what matters most when organizations
employ successful communications, public affairs and issue management strategies.

Robert W. Grupp | The Institute for Public Relations

President.
He is the CEO of his own international management consulting firm Grupp Global Partners LLC and past
president of the International Public Relations Association (IPRA). He is an expert in international corporate
communications, with 30 years of experience as a public relations and corporate communications
consultant.

PANEL DISCUSSION PANELISTS

PUBLIC AFFAIRS AND Felipe Gutiérrez | Concertum

INTEREST MANAGEMENT. Executive President.
Moderator Mark Klugmann
Charles Philbrook | Datum Internacional S.A. Latin American Political Consultant and former White House official.
Director of Economic Studies.
Patricia Teullet | COMEX Perú
General Manager.
Robert Grupp | The Institute for Public Relations
President.

12
 Tuesday 1, June
PARALLEL ROOMS

Room A: INTERNAL AND EXTERNAL COMMUNICATION

RETRO-AVANT-GARDE COMMUNICATION. WHAT PUBLIC RELATIONS CAN

LEARN FROM ARTISTIC MOVEMENTS?
Contemporary network organizations (innovative, knowledge-based and dynamic) are by their character closer to a communication
agency with a small core (or none) of ‘traditional’ employees and numerable part-timers and self-employed creatives than to a
bureaucratic organization with clearly defined positions and borders – what is inside and what is outside is becoming blurred. On top
of that, social media are forcing formally regulated organizations like armies to think about how much of their internal communication
is outside their ‘internal’ formal control (well beyond a traditional distinction between formal and informal communication). In
business, as well as in government and non-governmental organizations, we are getting closer to organizing principles of social
movements. The question therefore is: how close we are to arts and what can we learn from them? This is addressed as retro-avant-
garde communication.

ˇ ˇ | Pristop
Dejan Vercic
Founding partner.
ˇˇ founded Pristop, communication management consulting firm based in Ljubljana, Slovenia. He is
Dejan Vercic
an Associate Professor for Public Relations at the University of Ljubljana. He has published over 200 articles,
books, chapters, papers, and reports. His most recent book is “The Global Public Relations Handbook: Theory,
Research, and Practice” (with K. Sriramesh, 2nd ed. 2009 by Routledge). Verčič served, inter alia, as the
chairman of the Research Committee of the IABC Research Foundation and as the President of EUPRERA (the
European Public Relations Education and Research Association). He was awarded the Alan Campbell-Johnson
medal given his outstanding service in international public relations, by the UK Chartered Institute of Public
Relations. He holds a Ph.D. from the London School of Economics and Political Science (LSE).

CASE PRESENTATION

SUCCESSFUL COMMUNICATION Luisa García | Llorente & Cuenca

IN MULTI-COUNTRY PROJECTS. Partner and CEO for Peru and Central America.

Multinational companies face specific challenges when
implementing their internal and external communication
strategies: they must covey similar messages, or at least
based on the same key concepts, to audiences in markets
with different cultural values and characteristics. Taking into
account these particularities and tailoring communication
plans to them must not contradict the international strategy,
but getting there requires a good knowledge of local realities.
Moreover, Internet has broken boundaries and no corporation
can afford to be perceived as inconsistent if it communicates
in an uncoordinated way in different countries. On the other
hand, the risk of spreading a reputation crisis from one
market to another has increased, and reputation should now
be consolidated globally, not only in the country of origin. The
cases presented by Llorente & Cuenca analyze different aspects
to consider when addressing these challenges successfully
and some of the situations to consider in the multi-country
management of communication.
Luisa García is partner and CEO for
Peru and Central America of Llorente
& Cuenca, the leading communication
consulting firm in Spain and Latin
America. In her career in the
company, she has directed regional
projects for clients such as BellSouth,
GSK, SABMiller or Telefónica and has
advised clients on corporate, financial, crisis and product
communication. After working as a consultant of Llorente
& Cuenca in Madrid, where she reached the position of
senior director, she moved to Panama to settle the
company’s operations in this country, which has become
the foremost consultancy firm in Central America. In Peru,
where Llorente & Cuenca is also leader in the market, she
manages a team of forty professionals. Projects directed
by Luisa García have obtained international awards,
such as a mention of excellence in the IPRA Awards,
SABRE Gold and several ANDA awards to Excellence in
Communication.

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 Tuesday 1, June

COMMUNICATION Ludwig Meier | Telefónica del Perú

IN TELEFÓNICA.
Communication in Telefónica aims to reinforce its attributes
of leadership, innovation, transparency, customer orientation,
social responsibility, and contribution to national development
through content generation, management of information
flow, the relationship with the media and the opening to new
technologies. Along with the content in traditional formats,
corporate communication is taking on the challenges posed
by new media platforms and is moving towards an ever more
horizontal communication and dialogue with the various
interest groups. Internal communication, in turn, is a major
factor in achieving the strategic objectives of the company, since
a courageous and motivated collaborator is key to projecting
a positive image and get the brand close to our customers.
Internal communication is linked to external communication
and seeks -through face to face meetings, corporate Intranet,
email, magazines, newsletters and billboards, among other
media- that the staff is always informed on the course and
major decisions on the future of the company.
Institutional Relations and Corporate Communication
Director.
He was appointed central manager
of Institutional Relationships of this
company in 2001, after holding other
management positions in Telefónica
del Perú. He was State Minister in
the Portfolio of Fishery during the
transition government, as well as
Minister of the same portfolio from
July 1997 to December 1998. He has been President
of the Public Services Private Companies Association -
ADEPSEP, currently the Association for the Promotion of
National Infrastructure – AFIN, President of the Spanish
Chamber of Commerce – COCEP, second Vice President
of CONFIEP, and president of the Crece-Peru Committee
of the same entity. He was in charge of different state
and public institutions, among which are the Commission
for the Promotion of Peru – PromPerú, the National
Investments and Foreign Technologies Commission
– CONITE, and the National Institute for the Defense of
Competence and Intellectual property – INDECOPI. He
studied law in Pontificia Universidad Católica del Perú and
business administration in the Universidad de Lima.

A SMARTER WORLD: IBM’S NEW Carolina Carrillo | IBM

VISION FROM A PERSPECTIVE OF Marketing and Communication Program Manager for
Perú, Ecuador, Bolivia, Uruguay and Paraguay.
INTEGRATED COMMUNICATIONS.
With six years of experience
In a globally integrated society, we are at a challenging time as in IBM, Carolina has worked in
an organization, which in turn represents a great opportunity. different positions, all within the
The world is getting more intelligent and interactive. The area of communication until 2009,
question is what do we do with this? Thanks to our wealth of when she became responsible of
resources, knowledge and experience, IBM provides individuals, internal, external and executive
companies, institutions and governments worldwide, with communications. Carolina holds a
tools and thoughts needed to build more intelligent systems bachelors degree in Communication
to contribute to a better future. This is why, IBM shows from by Universidad de Lima and has a master’s degree in
an integrated communication perspective, how it is reaching marketing by the ISM (Instituto Superior de Marketing)
diverse audiences in order to add value to each of the needs from Barcelona, Spain.
of various internal and external publics, making this the great
corporate mission in the practice of public relations.

PANEL DISCUSSION PANELISTS

INTERNAL AND EXTERNAL Carolina Carrillo | IBM
COMMUNICATION. Marketing and Communication Program Manager for Perú, Ecuador, Bolivia,
Moderator Uruguay and Paraguay.
Claudia Herrera | Eco Comunicaciones S.A.C. ˇ ˇ | Pristop
Dejan Vercic
Executive Director. Founding partner.
Gisella Rojo | Nestlé
Corporate Affairs and External Communications Manager.
Ludwig Meier | Telefónica del Perú
Institutional Relations and Corporate Communication Director.
Luisa García | Llorente & Cuenca
Partner and CEO for Peru and Central America.
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 Tuesday 1, June

Room B: CRISIS MANAGEMENT

THE CHALLENGES OF CORPORATE REPUTATION RISK AND CRISIS

MANAGEMENT.
Every corporate organization and Government is exposed to all kinds of reputation risk on a daily basis. We operate in an environment
where corporate reputation is fragile and minor events such as a false rumor could trigger a major crisis for an organization or
government. Most organizations around the world are still recovering from the crisis generated by the global recession. Bad
corporate governance was identified as the key problem and as a result it is now on the spotlight. Most countries are now beaming
their searchlight on Corporate Governance issues, fight corruption, bribery and terrorism. Risk management, issue management,
management skills and Corporate Governance must be incorporated into the curriculum of the Public Relations career; training
in corporate communication and media management is no longer enough. We must pay greater attention to preventive Public
Relations as against curative Public Relations.

Michael Okereke | Mike Okereke Consulting Ltd.

Chairman.
He is a member of IPRA. He is America ATLAS Award winner for life time achievement in International Public
Relations Practice. He is Chairman of The Management School of London. Chairman of TMS International, Dubai.
President of BEEC International, Ghana and Nigeria, and is a Council Member of ESUT Business School, Enugu
State University of Science and Technology, Nigeria. He was named Public Relations Executive of the Year by the
Faculty of Business Administration, University of Nigeria in 2004.

THE GLOBAL CRISIS AND THE NEW IMF.

The global crisis has put the IMF back at the center of developments in the global economy, as the institution best-positioned to
lead the economic cooperation among countries that proved fundamental to weather the financial storm. But the world has seen
a different IMF over the last few years. For one side, the Fund adjusted its policies and revamped its credit lines to better serve its
member countries. For another, it stepped up its communications efforts to become more accessible, transparent and responsive
to the demands of a very vigilant global public opinion, and to the challenges of the 24-hour news cycle and the dynamics of the
internet age and social media.

Andreas Adriano | International Monetary Fund - IMF

Media Relations Officer for Latin America and the Caribbean.
IMF’s Media Relations Officer for Latin America and the Caribbean, managing relations with the press in
over 30 countries in the Western Hemisphere. His responsibilities include communications planning for the
Western Hemisphere Department, strategic advice to senior management on Latin America, outreach to
lending countries and coordination with local authorities. He was until recently also the editor of the Fund’s
“Morning Press” newsletter and head of the team responsible for global news monitoring and dissemination.
Before joining the Fund in 2005, he worked for Burson-Marsteller in public affairs campaigns, and was Manager
of the technology practice for Edelman in Brazil. He had 12 years of experience as a journalist covering global
economy, international news, politics, business and arts, for publications such as Primeira Leitura, America
Economia and Gazeta Mercantil in Brazil, as well as extensive collaboration with international publications.
He has a Degree in Journalism from the Federal University of Parana, in Music from the Music and Fine Arts
School of Parana, and a specialization in Economics from the Getulio Vargas Foundation.

FROM THE MONOLOGUE TO CORPORATE DIALOGUE: EXPLORING

COMMUNICATION MODELS USED IN THE MINING-ENERGY INDUSTRY IN
PERU.
The aim of this study is to explore the communication or relationship model or models mostly used in the energy, oil and mining
sectors in Peru. This study is based in the typology of models proposed by J. Grunig, which have been extensively tested in many
countries. This research also seeks to explore the existing relationship between the application of these models and certain cultural
qualities related to communication professionals, such as the capacity to be empathic and the flexibility to take into consideration
other points of view. This study contributes to systematize public relationships in Peru and to professionalize the discipline by
addressing communication from a scientific perspective. Besides, it contributes to expand the body of knowledge of public relations
by contributing with a multicultural and diverse perspective.

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 Tuesday 1, June
María del Carmen de la Flor | Comunica Consulting Group
Project Director.
She has over 12 years of experience in consulting companies both internationally and domestically. At the present
she is the main consultant of several local organizations among which is OSINEGMIN. She is frequently invited
by the University of Houston and other international entities to discuss issues of intercultural communication.
And her work has been exposed at various international conferences including the International Public Relations
Research Conference organized by IPRA in march 2010 and the International Conference of PRSA, Educator’s
Academy in 2009. Also, her work has been recognized with the Crystal Award in the category of public relations,
which is the highest distinction awarded by the American Marketing Association to the best public relations
programs implemented in the city of Houston, USA. She finished the GATF, Graduate Teaching Fellowship at
the University of Houston. She has a Master in Communications and Public Relations from the University of
Houston and a degree in Psychology from the Pontificia Universidad Catolica del Peru.

RELATING TO THE BUSINESS ENVIRONMENT AND TO SOCIETY -

EXPERIENCES AT SIEMENS
The conference presents the context of the multinational company Siemens, a German integration technology company. Its features
require a specific corporate communication strategy, both for the marketing support of manufacturing sectors towards their
corporate clients and public, as for their relation with communication media and stakeholders in the surrounding environment. This
environment is at the same time local, regional and global. Having a solid structure and communication strategy was an important
factor for the management of corporate communication in the crisis faced by the company some years ago and for its recovery.
Communication experiences of this stage will be presented, as well as Siemens’ integral communication.

Katarina Steinwachs | Siemens

Corporate Communication Manager for the South American Region (except Brazil).
She is Corporate Communication Manager for the South American Region (except Brazil) of the German
multinational Siemens and is also Executive Director of the Siemens Foundation. From 2000 to 2009, she
worked as Executive Director for the German-Colombian Chamber of Industry and Commerce and the German-
Ecuadorian Chamber of Industry and Commerce. During 1999, she was Professor of International Management
from Universidad Santiago de Cali and was Advisor for the development of international relations at the
university level. She studied Linguistics in the University of Leipzig (Germany). She has an MBA (MScEcon) from
the University of Wales (United Kingdom) and postgraduate studies on East Asian Business and International
Relations from University of Sheffield, United Kingdom.

PANEL DISCUSSION PANELISTS

CRISIS MANAGEMENT. Andreas Adriano | International Monetary Fund - IMF

Moderator Media Relations Officer for Latin America and the Caribbean.
Humberto Arnillas | National Mining, Oil and Energy
Katarina Steinwachs | Siemens
Society – SNMPE Corporate Communication Manager for the South American Region (except
Marketing Manager. Brazil).
María del Carmen de la Flor | Comunica Consulting Group
Project Director.
Michael Okereke | Mike Okereke Consulting Ltd.
Chairman.

Room C: REPUTATION

IDENTITY, AUTHENTICITY AND REPUTATION: THE DYNAMIC TRIAD.

Today, publics are engaged in multiple interactions with various organizations. Consequently, attention has become a commodity
for public relations and communication management. The chances to truly engage stakeholders and achieve consistency between
what organizations are and how they are perceived are scarce. There is a greater demand for organizations to be more strategic
in developing, communicating and evaluating their identities. Public relations professionals should be in control when identifying
opportunities to involve publics with actions, stories and tactics that capture the authentic character of their organizations. A
proposed index of authenticity will be introduced to guide this process. When an organization achieves a solid identity supported by
proven authenticity claims, its reputation is likely to be consistent with the organization’s essence. Strong identity and authenticity
platforms should be guided by reputational attributes. The interest and expectations of publics, therefore, should determine the
emphasis on certain reputational attributes in the planning, implementation and evaluation of public relations and communication
techniques and efforts.

Juan Carlos Molleda | University of Florida

Professor and Graduate Coordinator of the Department of Public Relations
He is also the 2010-2012 vice chair of the International Communication Association’s Public Relations Division.
Founding member of the Institute for Public Relations Commission on Global Communication Research,
and co-owner of Latin & Hispanic Strategic Communications. He is a member of the editorial board of the
International Journal of Strategic Communication, Journal of Communication Management, Journal of Public
Relations Research, and Public Relations Review. He holds a Ph.D. in mass communication with an emphasis on
international public relations and international business from the University of South Carolina (U.S.).
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 Tuesday 1, June

INTERNATIONAL MODELS FOR MANAGING REPUTATION AND PERUVIAN

DATA: DO THEY FIT?
The international business sector has become increasingly aware of reputational risks, as well as how reputation contributes to the
long-term value of any firm. Not only do sound economic arguments exist to justify why good reputation transforms into economic
value for shareholders, but empirical studies have confirmed it, for example, when firms with a solid reputation have faced better
responses in stock prices after facing a crisis than those without it. The benefits of caring for a firm’s reputation are clear and
sound. How to do it is a separate issue and might be different in different countries. Reputation drivers that have been identified
for large, developed markets as the U.S. or Europe may have little relevance for small developing countries. Hence, managers in a
global economy face the difficulties of complying with international standards and understanding the logic of the specific markets
where they operate. Managing reputation locally might be quite demanding. Models of reputation management will be compared
with available Peruvian data to analyze how much they fit and generate discussions about sound reputation managing practices in
developing countries.

Gabriel Ortiz de Zevallos | Apoyo Comunicación Corporativa

Executive President.
He has advised a wide range of companies in topics related to corporate communication, reputation, social
responsibility and crisis management. He has chaired Instituto Apoyo since 1995, an NGO associated to the
Apoyo Group, currently dedicated to improve the quality of education. He has conducted a diversity of studies
and consultancies about the Peruvian public sector financed by cooperation agencies. He has been member
of the Board of the Economic and Social Research Consortium (1998-2000), director of the Peruvian Business
Administration Institute (1997-1999) and of the Room of Free Competence from the Indecopi Court (1996-2002).
Economist from Pontificia Universidad Católica del Perú, with a master’s degree on public administration from
the John F. Kennedy School of Government from the University of Harvard.

WHY COUNTRIES NEED BRANDING TOO.

Many destinations are willing, but far fewer are ready and able to promote themselves internationally. Santiago Hinojosa, CEO
of Burson-Marsteller Latin America, offers a checklist to gauge whether the time is right: how to find out what (really) sets your
destination apart from others, make your country’s government officials and private sector executives more promotion-focused,
decide if your destination needs a strategic communications partner… and how to find the right one, differentiate between a visual
identity (logo and slogan) and a promotional strategy, differentiate between institutional and promotional communications, coordinate
communications among ministries, countries and between the public and private sector to maximize country promotion efforts, and
leverage technology, particularly video, online surveys, social media sites and a strong Web site, in destination promotion.

Santiago Hinojosa | Burson-Marsteller Latin America

President & CEO.
Santiago was Bozell Worldwide Managing Director for Latin America and he served as Regional Managing
Director for DMB&B Americas in Mexico. He worked with clients such as Procter & Gamble, Mars, Coca-
Cola, General Motors, Philips, Bancomer, among others. He spent 17 years with McCann-Erickson Worldwide
working in Puerto Rico, Brazil, Peru, Chile, and Mexico. He holds a Masters Degree in International Business
from Thunderbird, The Garvin School of International Management and a Bachelor of Arts degree from The
University of Texas at Austin.

PANEL DISCUSSION PANELISTS

REPUTATION Gabriel Ortiz de Zevallos | Apoyo Comunicación Corporativa

Moderator Executive President.
Nigel Chism | International Public Relations
Juan Carlos Molleda | University of Florida
Association - IPRA
Professor and Graduate Coordinator of the Department of Public
Treasurer.
Relations.
Santiago Hinojosa | Burson-Marsteller Latin America
President & CEO.

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 Wednesday 2, June

PRESENTATION OF A STUDY ON PUBLIC RELATIONS IN PERU

PREPARED BY IPSOS APOYO.
Universidad San Martin de Porres requested a quantitative research to Ipsos Apoyo Opinión y Mercado to assess the state of public relations
in the major private companies, public agencies and consultants of our field. To this end, 203 surveys were conducted for each of the
segments; the sample was distributed proportionally according to the universe of respondents. The surveys were conducted between
October 16th and December 2nd, 2009.

Alfredo Torres | Ipsos Apoyo

Executive Chairman.
Executive Chairman of Ipsos Apoyo Opinión y Mercado S.A. He is member of the Group of consultants of El
Comercio newspaper. He received the Elisabeth Nelson award granted by the World Association for Public
Opinion Research (WAPOR) for a research presented at the Annual Conference of WAPOR. He has also
received the ANDA Grand Award 2010 for his recognized career and important contribution to the Industry
of Communication. He attended the CEO program of the Kellogg School of Management at Northwestern
University. He holds a degree in Business Administration from Universidad del Pacífico. Alfredo has a master
in Latin American studies with specialization in political science from Stanford University and has taken the
Advanced Management Program (PAD in Spanish) of Universidad de Piura.

Plenary session 3
STRATEGIC THINKING AND PLANNING IN PUBLIC RELATIONSHIPS

THE CONTRIBUTION OF PUBLIC RELATIONS TO ORGANIZATIONAL

STRATEGY AND GOVERNANCE.
Public relations should be more than a messaging, publicity, media relations, or marketing support function. The public relations function
should be the management discipline responsible for identifying stakeholders and building relationships with them; giving stakeholders a
voice in corporate governance; mitigating issues and crises; and, therefore, helping the organization build an intangible, nonfinancial, asset.
This presentation describes how researchers have built a theoretical framework that explains the value of the communication function,
defines the role of public relations in strategy, and provides tools and measures that communication professionals can use in strategic
management. It also explains why relationships are intangible assets that reduce costs, increase revenue, and reduce risk and explain why
some organizations have better reputations than others.

James E. Grunig | University of Maryland

Professor Emeritus.
He is considered the Father of Modern Public Relations and the most prestigious university professor of this
discipline. Author of more than a hundred Public Relations articles and research papers, the most renowned of
which is “Public Relations Direction”, a reference book for the leading professionals of world entrepreneurial
communication.

THE IMPORTANCE OF STRATEGY IN EFFECTIVE PUBLIC RELATIONS.

Professor Wright’s remarks will briefly refer to the history and evolution of public relations during the past half-century and its growth and
development from a media-relations dominated advertising and press agencies into the strategic communication management role that
exists for public relations today in many of the world’s most successful organizations. Several recent case study examples will be used to
explain this growth and development. These remarks will also incorporate recent research by the distinguished Arthur W. Page Society in
the United States that has examined why the CEOs of many leading companies are advocating a more strategic policy and planning role for
the chief public relations officer.

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 Wednesday 2, June
Donald Wright | Boston University
Professor.
Corporative Communication Consultant and past president of the International Public Relations Association
(IPRA). For over 30 years, he has worked as a college professor, and, for over 10 years, with as editor and
director for companies, public relations agencies, and different newspapers.

PANEL DISCUSSION PANELISTS

STRATEGIC THINKING AND PLANNING IN Carlo Reyes | BBVA Banco Continental
PUBLIC RELATIONSHIPS. Image and Communications Manager.
Moderator Daniela Maúrtua Briseño-Meiggs | Siemens
Gabriel Ortiz de Zevallos | Apoyo Comunicación Corporativa Corporate Communications Coordinator - Bolivia, Ecuador, Peru.
Executive President.
Donald Wright | Boston University
Professor.
James E. Grunig | University of Maryland
Professor Emeritus.

Plenary Session 4
MANAGEMENT INDICATORS IN PUBLIC RELATIONS AND HOW TO MEASURE THEM

OVERCOMING THE CHALLENGE OF MEASURING RESULTS IN

COMMUNICATION.
The challenge of measuring results is present on a daily basis in the interaction with the different departments we work with. The World
Bank shows its methodology to elaborate result-oriented communication strategies that have been successfully applied in Latin America
and the Caribbean and copied by governing agencies within the region and also by other regional development banks. This methodology
highlights the possibility of identifying short, medium, and long term goals, and provides a logical framework from which to measure results
in communication. Used in our region for over 3 years, the methodology enables the implementation of measurable communication plans
with a clear identification of human and material resources.

Yanina Budkin | World Bank

Senior Communication Officer for Argentina, Chile, Paraguay and Uruguay.
Her responsibilities include development of communication strategies for these countries, targeting audiences
such as governments, civil societies, business communities, media, key opinion leaders and academics. She
was Marketing Manager and Healthcare Practice for Burson Marsteller, Argentina, Chile, Paraguay and
Uruguay. She worked with clients such as AT&T, Aventis, Beiersdorf, Celsam Argentina and Uruguay, Johnson
& Johnson Medical, Kimberly Clark, Motorola, Nickelodeon, Revlon. She has a master of arts of communication
management from the University of Southern California, and also holds a master on public administration
from the Kennedy School of Government from Harvard University.

PR INDICATORS - CONCEPT AND CHALLENGES AROUND 21ST CENTURY’S

BRAND EQUITY.
Since the invention of the World Wide Web (Internet) and the globalization of the economy at the end of the last century, the context of
corporate communications in the business of today has changed radically. Communication strategies to reach any type of target group
have the challenge to anticipate stakeholders’ interests, adapt the visual and language content of messages, build brand content on top of
product content, and be ready to generate participation, feedback and response. In this environment, defining and living by brand values
& corporate ethics becomes key indicators of a company’s overall equity. Thus, the new asset to measure is Brand Equity, bringing PR
strategies to perform specifically over the Return On Equity rather than the Return On Investment.

Blanca Fullana | Universitat Pompeu Fabra

Associate Professor.
She has 15 years of agency experience, the last 10 at Edelman, managing the company in Spain, the first world
wide independent agency since 2006. Her professional experience includes 5 years at Weber Shandwick. Her
interest and reputation lie on the strategic 360 degree view and approach of communications, making PR
an essential aspect in building brand equity of businesses, products and institutions. Blanca Fullana is also
speaker and lecturer at various locations including the University Diego Portales in Santiago de Chile.

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 Wednesday 2, June
DEVELOPING MEASUREMENT IN PUBLIC RELATIONS. WHAT DO WE
NEED TO COMPETE?
Standardized measurement (or the lack of it) in public relations has been one of the reasons why this profession has trouble keeping up
with some of the other disciplines. As we stated in our recent book: “…a common measurement tool for doing research in public relations
practice is the “eyes and ears” method – talking to an unsystematic selection of members of the public or media, reading some reports and
drawing conclusions on the basis of these reports, or listening to solicited or unsolicited feedback from superiors or members of a public
without systematically planning the research or analyzing the results” (Van Ruler, Tkalac Vercicˇ ˇ & Vercic,
ˇ ˇ 2008). It is becoming more and
more obvious that only the development of standardized measurement procedures is going to raise the bar and help the profession move
forward. How can this ambitious goal be achieved? There are a various important steps in this process like including methodological courses
in public relations curriculums and offering standardized tools to the profession. What type of measurement and instruments should public
relations focus on?

ˇ ˇ | University of Zagreb – Croatia

Ana Tkalac Vercic
Associate Professor.
She is visiting professor in the Italian Universita della Svizzera, one of the leading communication institutions.
In 2003, she received a Ph.D. at the University of Zagreb and became the first public relations academic with
a Ph.D. in Croatia, introducing undergraduate and graduate courses in the area of public relations. In 2001, she
was a Fulbright scholar working under the mentorship of James E. Grunig. She co-edited “Public Relations
Metrics: Research and Evaluation” with Betteke van Ruler and Dejan Verčič. She is also a recipientˇ ofˇ the CIPR
Diploma and a qualified CIPR lecturer, as well as the director for the CIPR program in Croatia.

PARALLEL ROOMS

Room A: BRAND COMMUNICATION

CASE PRESENTATION

REACHING THE NEW LATIN Laura Schoen | Weber Shandwick

AMERICAN CONSUMER Responsible for operations in Latin America.

She joined the company in 2000 and

This presentation will discuss the new class of consumers
built the firm’s powerful worldwide
emerging in Latin America and their need for tailored
healthcare operations as president of
communications programs. This new consumer segment
global healthcare. Her clients include
is often called the “C & D classes” - coming largely from a
United Technologies, Citigroup, Pfizer,
struggling socioeconomic population segment that has been
Eli Lilly and Procter & Gamble. She
positively impacted by the region’s economic transformation.
worked for Burson-Marsteller (1983-
Aided by improvements in education, this group now has
1991) and for Euro RSCG (1991-2000).
access to better jobs, improved health and sanitation conditions
and they aspire to a middle-class lifestyle. Empowered by At Burson-Marsteller, she managed the start up of the
the popularity of mobile technology and internet access, company’s operations in Mexico, which represented the
this group is able to voice their preferences and more and Mexican government throughout the NAFTA negotiations
more are becoming powerful consumer and brand advocates
spending 50-75% of their disposable income on consumer
products. From electronics to fast food, the new Latin American
consumer has specific needs and purchasing habits. The new
picture of the Latin American consumer market includes a
dominance of households led by women, smaller families, and
a higher concentration of purchasing power in metro areas.
As public relations professionals, we need to understand the
considerable cultural and socioeconomic changes which impact
communications strategies to support the successful marketing
of products in the region to this new consumer base.

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 Wednesday 2, June

COCA-COLA, THE Hernán Lanzara | Coca-Cola Trans Andean

HAPPINESS FACTORY
We made a product, we offer a comprehensive portfolio of
products, but we work to offer more to our consumers. Our
mission: to refresh the world; inspire moments of optimism and
happiness; and create value and make a difference. This mission
is enduring and has not changed fundamentally; instead, we’ve
simplified it to make it more memorable. “Happiness,” is part
of our heritage and fundamental to our new global campaign
for the Coca-Cola brand.
Franchise Unit
Public Affairs and Corporate Communications
Manager.
He is in charge of External Affairs for
Peru, Bolivia, Paraguay and Uruguay.
He has 33 years of expertise managing
inter-institutional relations with the
Government, the private sector and
first-level companies and business
organizations, national and foreign;
corporate image, communications
and media relations. He is President of the Commission of
Public Relations of National Association of Advertisers of
Peru (ANDA). He has Law & International Relation Studies
with Specialization in International Law, International
Trade, Economic Integration, Economic Cooperation and
Strategic Planning in Lima, Rio de Janeiro, Buenos Aires,
and Atlanta.

PORK IS GOOD: Deborah Charnes Vallejo | Bromley Communications

A SUCCESSFUL BRANDING
CAMPAIGN
Back before the days of this Fast Food Nation, American
kids lunched on hot dogs and bacon, lettuce and tomato
sandwiches. As they reached maturity, they didn’t stop eating
the kid favorites, but they tended to prefer finger-licking plates
of barbecue ribs. In Latin America, the flavor of pork was an
essential ingredient or piece de la résistance since the arrival
of the Spaniards. From Lechon Asado to Chicharrones to mole
verde pork was king in the Latin kitchen. However, south of the
Rio Grande, enjoying the aroma and taste of the pork-infused
comfort foods could mean losing a bit of the comfort due to the
quality of the pork. Hundreds or even thousands of miles away
from their homelands, many U.S. Latino consumers still clung
to the old notion of the plump pink pig as the black sheep of
meats. Bromley Communications and the National Pork Board
set out to debunk the myths. Through a branding campaign,
“El Cerdo es Bueno”, the overall communications goals were
to highlight pork as a nutritious dining centerpiece and meal
planning option, showcase versatility and ease in preparation
and encourage more frequent consumption of pork. Objectives
were to generate awareness and trial, and develop advocacies
and retail tie-ins. The strategy was to be synergistic with the
overall marketing plan and to maximize existing initiatives and
assets of the Consejo de la Carne de Cerdo.
Vice President and Public Relations Managing Director.
Her responsibilities include strategic
development of communications
plans and implementation of public
relations programs geared primarily
toward U.S. Latin markets.
With 25 years in the multi-cultural
communications area, she has
managed programs throughout Latin
America and the United States for a wide variety of blue
chip clients, including McDonald’s, Burger King, Western
Union, AT&T, Federal Express, Delta Air Lines, Nike, Texaco,
Choice Hotels, Nestle, General Mills, Miller Brewing and
Coors Beer, and numerous pharmaceutical houses. She
attended the National Autonomous University of Mexico
and earned a bachelor’s degree from the University
of Illinois-Urbana. She is a contributing author of two
university public relations textbooks, and has been a
judge of the International Public Relations Association’s
Golden World Awards for six consecutive years.

PANEL DISCUSSION PANELISTS

BRAND COMMUNICATION. Deborah Charnes Vallejo | Bromley Communications
Moderator Vice President and Public Relations Managing Director.
Robinson Vélez | Burson-Marsteller Perú
Hernán Lanzara | Coca-Cola Trans Andean Franchise Unit
General Manager.
Public Affairs and Corporate Communications Manager.
Laura Schoen | Weber Shandwick
Responsible for operations in Latin America.

21
 Wednesday 2, June

Room B: MANAGEMENT INDICATORS / RELATIONSHIP WITH THE MEDIA

PANEL DISCUSSION PANELISTS

MANAGEMENT INDICATORS. ˇ ˇ | University of Zagreb – Croatia
Ana Tkalac Vercic
Moderator Associate Professor.
Luisa García | Llorente & Cuenca
Blanca Fullana | Universitat Pompeu Fabra
Partner and CEO for Peru and Central America.
Associate Professor.
Yanina Budkin | World Bank
Senior Communication Officer for Argentina, Chile, Paraguay
and Uruguay.

IF MEDIA ARE IN SUCH TERRIBLE DECLINE, WHY IS MEDIA RELATIONS

IN SUCH TERRIFIC DEMAND?
News media are not in a state of decline. But some are in a serious state of decay. The business model of many media, which began to change long
before the arrival of aggregators, bloggers and Twitter, is a problem. It is not the biggest problem. The content model is the real problem. Media
cheapened the content, providing only what made them money. The emergence of aggregators revealed flaws in the model. If does not matter
what new channels media use – online editions, social networks, reporter blogs, video reports – if the media don’t give people what they really want.
So the business model will be irrelevant until the media solve the content problem. But some are prospering. Financial wire services provide deep
analysis of geographic markets – such as South America – and corporate executives and investment houses pay well for these insights, which they
need to make sound decisions. Other media are starting to succeed, too, with a specialized, segmented focus – for example on politics, sports and
other content for which people are willing to pay. The content model is slowly changing, again becoming relevant. This is why media relations, after
all these years, continues to be in terrific demand around the world. And here is what you need to know about this new content model, from every
corner of the world, in order to succeed.

Gary Wells | Dix & Eaton

Senior Managing Director.
Wells established a network that is unique to Dix & Eaton of communications agencies around the world, with
some 75 agencies in 50 nations. He is a past chairman of the International Public Relations Network. Mr. Wells is
a member of the National Press Club, Overseas Press Club of America, National Investor Relations Institute and
International Public Relations Association. The Dix and Eaton team works with media around the world, building
relationships with the most important business in key markets in Asia, Europe and more. This approach regularly
results in stories about client organizations in such key media as CNBC, Financial Times, ICIS Chemical Business,
BBC.com, The Wall Street Journal, The New York Times, Business Week, EDN, The Times of London, CNN, and
many others.

PANEL DISCUSSION PANELISTS

RELATIONSHIP WITH THE MEDIA Aldo Mariátegui | Correo newspaper

Moderator Director.
José Luis Patiño | Radio Programas del Peru
Gary Wells | Dix & Eaton
Analyst from the Economic and Financial Information Update.
Senior Managing Director.
Gonzalo Zegarra | Apoyo Publicaciones
Executive Director.
Raúl Vargas | Radio Programas del Perú
News Director.

22
 Wednesday 2, June

Room C: SOCIAL RESPONSIBILITY

SOCIAL RESPONSIBILITY
This presentation positions social responsibility as an integral part of the strategic management of organizations. It explains the role of public
relations professionals in the process of helping manage relationships with stakeholders. In so doing, it takes corporate social responsibility
(CSR) beyond mere charitable contributions—also differentiating it from branding, image, and reputation. It explores major approaches
to CSR, including sustainability and alignment with organizational strategy. It lists what professional associations can and should do to
support their members’ CSR efforts. Perhaps most important, it establishes the link between responsibility and profitability. As companies
increasingly do business across cultures and across borders, this “double bottom line” becomes increasingly critical to their long-term
viability. The presentation compares trends in the West and in the East and concludes with the challenges facing CSR efforts around the
globe.

Larissa Grunig | University of Maryland

Professor.
Author of the book “Women and Public Relations, how genre influences the practice” and co-author of some
research papers published by James E. Grunig. As an advisor, she has worked with companies such as Marriott,
IBM, Fleishman-Hillard Public Relations, Mobil Oil Corporation, American Airlines, Enel (the Italian energy
company), Continental Telephone Service Corporation, DynCorp, among other big American companies.

23

CASE PRESENTATION
SAUDI ARAMCO CASE.
Mr. Al-Zahrani will approach his presentation on Corporate Social
Responsibility by concentrating on CSR development in Saudi Arabia
from Saudi Aramco’s perspective since Saudi Aramco has been and
continues to be responsible for much of the CSR activities in the
Kingdom of Saudi Arabia. He will begin with the company’s legacy
programs of corporate citizenship, how Saudi Aramco, as a company,
was instrumental in developing the Kingdom’s infrastructure - roads,
schools, hospitals and the like -, the pioneering role of the company
in the country’s industrialization, and the move to exponential time as
the company transitions to the 21st Century and toward a knowledge-
based economy by helping developing institutions that help the
Kingdom transform into the knowledge age. Then he will discuss
Saudi Aramco’s CSR strategy and approach to ensure the company
is concentrating on programs that have the greatest impact. Next he
will discuss specific programs Saudi Aramco is implementing today
and plan for the future. And he will conclude with the company’s CSR
philosophy and citizenship strategy. Saudi Aramco has a very proud
history of citizenship programs and these programs are changing
and evolving based on the shifting needs of the stakeholders, and
the Kingdom at large. The company’s citizenship strategy includes
the need to create high-impact and sustainable solutions, building
on established strengths, the alignment with its business strategy
and stakeholder goals. That is how it ensures cost-efficient programs
through a rigorous streamlining process, and the optimization of these
programs through partnership and volunteerism. This citizenship
strategy provides Saudi Aramco with an opportunity to broaden and
deepen its positive impact on the Kingdom and the world by bringing
the best the Company can offer.
FULL SPECTRUM
ENGAGEMENT.
The following topics will be discussed:
- Energy expectations: role of governments and Communications Director in Africa,
international organizations
- In other parts of the world – different challenges
- Risk – non technical, non financial – pitfalls for industry
- Dealing with exceptions
- New partnerships and new ways of operating
- The social responsibility balance
- Transparency and Human Rights
COMPAÑÍA MINERA ANTAMINA:
LEADING THE SUSTAINABLE
DEVELOPMENT OF ANCASH.
One of the most successful corporate responsibility cases in
the mining industry is that of Compañía Minera Antamina.
Throughout the last four years, the company has destined
more than US$200 million for the implementation of different
initiatives focused on improving the quality of life of the
poorest populations in Ancash. It has set strategic alliances
with renowned experience for the successful implementation
of its project portfolio. Through an agreed-upon work with the
public sector, the company has contributed to the reduction
of chronic child malnutrition, expand the coverage of basic
services, improve the quality of education, and promote local
self-development and capacity building.
24
Wednesday 2, June
Faisal S. Al Zahrani | Saudi Aramco
Director of Media Relations & Publications.
He is an active member and high level
officer in many international societies
and organizations which include the
Society of Organizational Learning
(SOL), the Arabian Society for Human
Resources Management (ASHRM)
and Toastmasters International
Organization. In 2006, he joined Saudi Aramco Public
Relations department and worked as Director of
Exhibits and Public Activities and currently serves as
Director of Publications and Media Relations. He also
served as Assistant to Vice President, as a Performance
Improvement Consultant, and as Director of Continuing
Excellence Department. He is a member of IPRA since
2006, and president of IPRA Gulf Chapter covering
Kuwait, United Arab Emirates, Bahrain, Oman, Qatar and
Saudi Arabia since 2008. He is a professional engineer.
Olav Ljösne | Shell
Senior Manager, Communications, International
Operations.
Before this position, he was Regional
based in Lagos, Nigeria for five
years as part of his 20 years career
in Shell. He was based in den Haag,
Stockholm, London and Oslo. He has
been engaged in projects and works in
most parts of the world. Before Shell,
he served as a diplomat at Norwegian Embassies in Iraq,
Saudi Arabia and Iran, and has also worked with relations
to the United Nations. His career also covers journalism
and full time politics in Norway and internationally. He
holds university degrees in political science, law, social
science and Arabic language. He has been a council
member of IPRA for three years and leader of the swedish
IPRA group
Pablo de la Flor | Compañía Minera Antamina
Vice President of Corporate Affairs.
He is the current Vice President of
Corporate Affairs and Environment at
the Compañía Minera Antamina, where
he is also responsible of the area of
community relations and manager
of the Antamina Mining Fund. Before
his current position, he acted as vice
minister of Foreign Trade and headed
the negotiation of free trade agreements of Peru with the US,
Thailand, Singapore, EFTA, Mercosur, Mexico and Chile. He
has been a consultant to different international organizations
and article writer for different news media. He followed Ph.D
studies on political economy in the University of Chicago
and holds two masters degrees on Public Administration
(Harvard) and International Affairs (Yale).
 CORPORATE REPUTATION: Fernando Hilbck | Unión de Cervecerías Peruanas
Backus y Johnston
BACKUS CASE. Corporate Affairs Director.
The construction of a company’s reputation is today an He is Corporate Affairs Director
intangible asset of great value to the business. In Backus, of Unión de Cervecerías Peruanas
we have been working very proactively to strengthen our Backus y Johnston and Executive
reputation through various strategies and tools that allow us Director of the Backus Foundation. He
to strengthen ties with our stakeholders in order to position is in charge of leading relationships
ourselves as a leading, successful, and reliable company with the different interest publics
committed to the development of Peru and its people. To hold of the company, of external
this position ensures the sustainability of our business. communications and relationship
with the media. In 1989, he entered Corporación Backus
S.A., as Deputy Planning Manager until 1994, when he was
appointed Deputy Administration Manager. In 1997, he was
promoted as Manager of Institutional Relationships and
afterwards as Corporate Affairs Director and Executive
Director of the Backus Foundation. He holds a degree on
Economy from Universidad del Pacífico and is a candidate
for a Masters degree on Strategic Management from
Universidad de León, Spain.

PANEL DISCUSSION PANELISTS

SOCIAL RESPONSIBILITY. Faisal S. Al Zahrani | Saudi Aramco
Moderator Director of Media Relations & Publications.
Cecilia Rizo Patrón | Perú 2021
Fernando Hilbck | Unión de Cervecerías Peruanas Backus y Johnston
Knowledge Manager Director.
Corporate Affairs Director.
Olav Ljösne | Shell
Senior Manager, Communications, International Operations.
Pablo de la Flor | Antamina Mining Company
Vice President of Corporate Affairs and Environment.

Thursday 3, June
PARALLEL ROOMS

Room A: COMMUNICATION CAREERS

COMMUNICATION CAREERS: WHAT IS THE APPROACH FOR THE

FUTURE?
Research conducted by scholars throughout the world shows that public relations professionals of the future will require knowledge and
expertise related to a strategic management approach to public relations rather than, or in addition to, a symbolic, interpretive approach.
Successful professionals will require deep knowledge of management, their own organization, and the environment and issues affecting that
organization. They must understand and use research as part of their public relations work. They will require expertise related to research,
policy and issues, organizational governance, stakeholder relationships of all management functions, globalism, and digital media. And,
they should possess the ability to counsel management about values, ethics, and social responsibility. This presentation will discuss how
university educational programs in public relations can prepare future professionals for this role, the research needed to develop such a
body of knowledge, and how professional associations can supply the continuing education professionals will require.

James E. Grunig | University of Maryland

Professor Emeritus.
He is considered the Father of Modern Public Relations and the most prestigious university professor of this
discipline. Author of more than a hundred Public Relations articles and research papers, the most renowned of
which is “Public Relations Direction”, a reference book for the leading professionals of world entrepreneurial
communication.

25

CASE PRESENTATION
USMP CASE: PUBLIC
RELATIONS, A GLOBAL
APPROACH.
On this multimedia tool, the user will be able to find relevant
information about the discipline through the vision of the
main Public Relations theorists worldwide. At first, several
definitions of Public Relations will be presented, as well as data
about the research, planning, and evaluation process used to
build effective strategies. To continue with the theory, there
will be concepts provided by leaders about the profile of the
Public Relations expert, and some of the most important areas
of this subject and their field of work will also be mentioned.
Those who take a look at this tool will have the chance to get
to know the point of view of the students of the School of
Communication Sciences, Tourism, and Psychology of IX and X
semester from Universidad de San Martín de Porres, regarding
the future of Public Relations. At the end, an academic
proposal that will allow experts in public relations of today and
tomorrow to have an education based on current needs and
requirements will be presented.
PUBLIC RELATIONS STUDIES IN
SPAIN FROM THE PERSPECTIVE
OF THE NEW EUROPEAN SPACE
IN HIGHER EDUCATION.
In the academic year 2010-2011, at the very latest, higher
education degrees valid throughout the European Union
(EU) should begin to be granted, the general idea being that
these higher education studies “would have” with rights
and obligations in all states of the European Union. This will
structure what is known as the European Higher Education
Area. Its operating unit is the credit system to obtain the
corresponding degrees known as the European Credit
Transfer System (ECTS). This is how an organized and more
intellectual traffic of European researchers, teachers, scholars
and students will be allowed in order to strengthen, inter alia,
the European I+D+I policy. As a case study we will analyze the
degrees offered at the School of Public Affairs (University
of Barcelona) and the Faculty of Communication Sciences
(Autonomous University of Barcelona).
26
Thursday 3, June
Alicia Perea | USMP
Head of the Public Relations Unit from the Department
of University Projection and Community Relations.
She has more than 12 years
of experience in the areas of
Public Relations, Marketing and
Communication Media. She has
been coordinator of institutional
development projects and manager
of Communication Plans and
Corporate Communication strategies
of important multinational companies
related to technology, consumption and advertising
such as Samsumg Electronics, Cisco Systems, Intralot
de Perú and A1 Group. She holds a diploma on business
administration and business management. She is a
marketing specialist from Centro de Negocios Centrum
from Pontificia Universidad Católica del Perú, with studies
on corporate communication strategies, institutional
image and social corporate responsibility. She is a social
communicator from Universidad Católica de Santa Maria.
Carolina Spell | USMP
Responsible for Public Relations Department.
She was an area director in Burson-
Marsteller for six years. Some of
the clients she advised include:
BayerScheringPharma, AstraZeneca,
Bristol Myers Squibb, Baxter, Tetra Pak,
Amway, Ministry of Social Protection,
Wyeth Consumer Healthcare, and
Allergan-Botox. She also worked as
Public Relations director in the Dialog
division of Publicis Colombia representing Fleishman
Hillard, where she developed important success cases
for companies such as Mattel, Nestlé, Avaya, Movistar,
Renault, Totto, and the Ministry of Environment, among
others. She is a social communicator and journalist from
Universidad Politécnico Grancolombiano in Bogota,
Colombia. She has completed diploma courses in the
following areas: communication management, social
corporate responsibility, journalism, public policies and
public relations.
Antonio Nogüero | Universidad Autónoma de Barcelona
Professor.
President of the European Public
Relations University Foundation. He
holds a Ph.D. in information sciences
in the field of advertising, and a
degree in information sciences: field
of journalism, from Universidad
Autónoma de Barcelona.

PANEL DISCUSSION
COMMUNICATION CAREERS: WHAT IS THE
APPROACH FOR THE FUTURE?
Moderator
Donald Wright | Boston University
Professor.
Room C: COMMUNITY RELATIONS: HOW TO REACH CONSENSUS
PROMOTING SUSTAINABILITY
IN HOLISTIC PROJECTS – THE
CASE OF INTEROCEÁNICA SUR.
A strategy to promote sustainability thought infrastructural
projects must be developed from the moment a big
infrastructural project proposal is being studied. On the
Interoceánica Sur, the first thing the concessionary consortium
did was to make a trip to clarify to local communities and
authorities what the project would mean for the region and
the country. From that moment on, a disciplined relationship
was born which, in time, generated respect and trust. Today,
this project has a Community Relations Management and the
concept of community relations evolved towards the concept of
sustainable development, implementing a structured program
of creation of opportunities around the Interoceánica Sur
project. Odebrecht’s belief, implemented since the beginning,
is that an infrastructure project has to meet a purpose that also
offers opportunities and generates sustainable development
around it.
Thursday 3, June
PANELISTS
Alicia Perea | Universidad de San Martín de Porres
Head of the Public Relations Unit from the Department of University
Projection and Community Relations
Blanca Fullana | Universidad Pompeu Fabra – Spain
Associate Professor.
Carolina Spell | Universidad de San Martín de Porres
Responsible for Public Relations Department.
James E. Grunig | University of Maryland
Professor Emeritus.
José Luis Ibarra | Repsol Perú
Communication and Foreign Relations Manager.
Jorge Barata | Odebrecht
Representative in Peru.
Business leader and in charge of
ensuring the growth of the companies
from the Odebrecht Group:
Constructora Norberto Odebrecht
S.A., and its affiliate: Constructora
Norberto Odebrecht Peru, Branch
Office, from Odebrecht Perú
Ingeniería y Construcción S.A.C, from
CBPO Engenharia LTDA, and Odebrecht Investimentos
en Infraestructura LTDA, in the different market areas of
construction in Peru; and of the business development of
the portfolio of Public and Private Contracts, Concessions
and Private Initiatives of Infrastructure Projects. His
business performance has resulted in public and private
contracts and concessions of infrastructure projects
such as Trasvase Olmos, IIRSA Norte, IIRSA Sur. He has
worked in the field of private initiatives of infrastructure
projects and has ensured the delivery of the projects to
the full satisfaction of clients; surpassing agreed-upon
results and the compliance of the company’s goals and
objectives. Because of his work he has obtained a return
of the investment for shareholders and has preserved the
positive image of the Odebrecht Group.
27
 Thursday 3, June

PUBLIC RELATIONS IN THE
EXTRACTIVE INDUSTRY - THE
SOUTHERN PERU CASE.
Opening the Peruvian economy to a globalized world made
the traditional relations established between the state and the
company to change due to the emergence of new social actors
who demand participation in the decisions regarding what they
consider close to them. Is building bridges and establishing
agreements without violence the challenge of today? What
can be done so that being a citizen also implies respecting the
legitimate established authority? How to propose and develop
associations that strengthen the relations an industry requires
to continue operating?
Guillermo Vidalón | National Mining, Oil and Energy
Society – SNMPE.
Vice President of the Image
and Communications Committee.
He is an active member of the
International Copper Association
and member of the Editorial Board
of magazine Desde Adentro. He has
been working in the mining-energy
sector for more than 20 years and
he is recognized as one of its main
communicators. On the other hand,
he is an honorary member of the Instituto de Libre
Empresa (ILE), author of the book Mining: the challenge of
persuasion and coauthor of the book Economy, enterprise
and freedom. His articles on current affairs have been
published in the country on international web sites, and
also on the main media specialized in the mining sector,
newspapers such as El Comercio, Expreso and Gestión. He
gives conferences in different universities of the country.
He is a social communicator from Universidad Nacional
Mayor de San Marcos and holds a bachelor’s degree in
Literature from Pontificia Universidad Católica del Perú.
He took courses in the Law School of the same university
and also graduated from the Center of Higher National
Studies (CAEN).

GENERATING CONSENSUS ON Amir Hamzah | BPMIGAS

THE INDONESIAN UPSTREAM Vice President of Foreign Affairs.
OIL & GAS ACTIVITIES. He was Head of Public Relations for three years in
BPMIGAS. He was also Media and Public Relations
From our perspective, the purpose of CSR in the Indonesian Director of BP Indonesia in 1999. He was honored with
upstream Oil and Gas Business is to integrate economic, the Appreciation Award granted by the Ministry of Energy
environmental and social consideration into business and Mining Resources in 2008, for his work “Directing
decision making and, in doing so, to generate profits for the the international interest publics and the public image for
government as well as investors while satisfying energy needs. the Ministry of Energy and Mining Resources”. He is an
Performing CSR has allowed us to determine the things we do, Engineer graduated on Soil Sciences from the University
and we regard responsible behavior as an essential part of our of Brawijaya, Malang.
business consensus. We are extremely proud of our efforts to
generate consensus through CSR in aiding local communities,
infrastructures and social human welfare, and at same time
put into practice efforts to reduce environmental and social
impacts. We will continue to do our part through CSR in order
to generate consensus to meet our industry’s challenges in the
future.

PANEL DISCUSSION PANELISTS

COMMUNITY RELATIONS: HOW TO REACH Amir Hamzah | BPMIGAS
CONSENSUS. Vice President of Foreign Affairs.
Moderator Guillermo Vidalón | National Mining, Oil and Energy Society – SNMPE.
Juan Carlos Molleda | Universidad de Florida Vice President of the Image and Communications Committee.
Professor and Graduate Coordinator of the Department
of Public Relations. Jorge Barata | Odebrecht
Representative in Peru.

28
 Thursday 3, June
Plenary session 5
SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATION.

SOCIAL MEDIA: RE-WRITING THE RULES OF CORPORATE COMMUNICATION.

For decades, public relations acted as a known and somehow effective model: to send messages through communication mass media
to a generally passive audience. The Web 2.0 and access to information at any time and place, have given consumers a new power that
changed the rules of the game in a profound and definite way. In this context, Internet could be a threat but also a tool of great help for
corporate communications and PR professionals with and ever move active audience who wants to participate in the “conversation”.
The Social Web –or Web 2.0– is re-writing the rules of corporative communication, public relations, and marketing. The organizations
and their clients, partners, and suppliers are not, and will never be the same. This is what we have called the Horizontal Revolution. Why
are Internet and social media important for companies, communications, and public relations professionals? How to take advantage of
this new model of communication in which people have the power to search, ask, and generate information? What is the “horizontal
revolution”? Where will these new rules of corporate communication take us?

Alberto Arébalos | Google Inc.

Director of Communications and Public Affairs for Latin America.
He is co author of La revolución horizontal (The Horizontal Revolution). He worked for 17 years for EFE and
Reuters. He has worked in the area of public relations, as Vice-President of agencies Fleishman Hillard in
Miami and Citigate Dewe-Rogerson in New York. He has an advanced technical degree on electronics and
telecommunications.

SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATIONS.

In today’s interconnected world, where news travels in a matter of seconds and where anyone with a mobile device and internet access
can report on any current event -even faster than news organizations- understanding the social graph and the new media that enables it,
is crucial for corporate communications strategies. It is not only a matter of having new players in the business, but also a new timing to
quickly react to issues, new ways of conveying messages and displaying content. A company cannot only rely on traditional media anymore.
The so called influencers are changing, and new opinion leaders are rising in the blog sphere, becoming more relevant in the news cycles
than companies might have given them credit for in past years. Social dynamics are demanding public statements, changes in the course
of action, or event strategies when a company is involved in issue management, controversy or even a crisis. Bottom line is, social media is
here to stay, so far as another means for the business world to interact with and cater to their key audiences.

Leonardo Ortiz-Villacorta | Microsoft Corporation

Director of Public Affairs & Communications.
He is responsible for managing worldwide communications and positioning the company’s intellectual property
strategy. He worked in the company for 10 years as Corporate Image & Public Relations Manager for Microsoft
Mexico; and later, he was Director of Public Affairs & Communications for Latin America. He was also deputy
press secretary for the Ministry of Foreign Relations of Mexico, operations director for the State Arts Council
at the local Government of Baja California, and deputy director for International Press at the Office of the
President of Mexico.

PANEL DISCUSSION PANELISTS

SOCIAL MEDIA: EFFECTIVENESS IN Alberto Arébalos | Google Inc.

CORPORATE COMMUNICATIONS. Director of Communications and Public Affairs for Latin America.
Moderator
Leonardo Ortiz-Villacorta | Microsoft Corporation
César Mauricio | USMP
Director of Public Affairs & Communications.
Professor, School of Communication Sciences, Tourism
and Psychology. Mauricio Andújar | A1-Perú
Director of Business Development and Strategic Planning.

29
 Thursday 3, June

Plenary Session 6
POLITICAL COMMUNICATION

POLITICAL COMMUNICATION AS BRAND COMMUNICATION?

Anything is managed as a brand today – no matter if it’s a university or a football club. Even politics pursue a brand strategy these days.
Just a few years ago, this would have been considered rather an unusual or even cynical opinion. But from a strategic communications
perspective it is quite reasonable. In fact, the pursuit of a brand strategy is highly important in political communication as brands stand
for emotionality and continuity. Brand communication means not only to apply a single communication measure, but to integrate a
variety of them in a precise way. The globally active network agency MEDIA CONSULTA (MC) implements political communication as
an integrated discipline. By using a balanced, target-group specific catalogue, the conveyance of politics is being optimized. MC realizes
this type of political branding on the domestic, European, and global levels. Nowadays, political issues can only be conveyed by using
such an integrated method. The field of political communication involves particular challenges. One needs to restrain oneself to a
limited budget. And the messages must be conveyed in a trustworthy and sustainable way. Political communication has become the
brand communication of long ago.

Harald Zulauf | Media Consulta

Managing Director and CEO.
He supervises key institutional accounts such as the Federal Chancellorship of Germany, the European
Commission (several General Directorates) and the Central European Bank, the United Nations, as well as
large international clients such as Vodafone, Dunlop, Lidl, the Tourism Authority of Malta and Air Malta. He was
political and business correspondent for Westdeutscher Rundfunk and the ARD in Cologne in 1985. From 1987
to 1989, he worked as a public relations consultant for the Ministry of Defense and after for NATO’s secretary
general, Manfred Wörner. After the Fall of the Wall and German Unification, he worked for the Trust Agency
- SED, special assets section. He studied business, politics and international law in the University of Cologne,
Georgetown University in Washington, London City University and HEC Paris.

THE NEW POWER OF CITIZENS IN POLITICAL COMMUNICATIONS.

Since the mid-1990s, the world has embraced one of the most important political revolutions in history, the Internet. Without the need to take
up arms, citizens grabbed global networks to develop knowledge, sharing and communication. In just over ten years, 1.5 billion citizens of the
world have become Internet users. This revolution is a complete paradigm shift for society. Among global changes, users have developed
their own expression on the network and have become active players of the political game. They have challenged the political authority
as well as the media. They started a crusade to change the rules of traditional political life. And they did it. Today, political leaders need to
completely rethink the way they deal with the audience. The “one too many” mode has switched to a “conversational” mode. Persuasion is
not only a matter of performing well at a great TV show. Persuasion is much more now a matter of optimizing a global presence on the web.
The complexity of information flow is now huge, and leaders need to diversify their communication strategy, using new tools or speaking
new languages. This is one of the most exciting challenges for today’s communication professionals, as well as an opportunity for them to
contribute with the vitality of democracy.

Christophe Ginisty | Rumeur Publique

Founder and Managing Director of Paris-based.
He and his partners have been responsible for some of the most exciting and innovative IT launchings in
history. He has been working closely with Francois Bayrou, leader of the French Democrat party, to develop
creative bridges between Internet and politics. In 2007, he founded “Internet sans frontières”, an NGO devoted
to promote the freedom of expression of every citizen throughout the web. He has founded the Festival de
Romans, the first festival awarding human creativity on the Internet. He is a sought after spokesperson about
new media, digital revolution and the impact of Internet on our societies. He writes on his own personal blog
and is considered one of the most influential bloggers in France. He is a member of “Renaissance Numérique”,
a French business club lobbying the government to promote the massive adoption of technology throughout
the French society. He is also a board member of IPRA.

PANEL DISCUSSION PANELISTS

POLITICAL COMMUNICATION. Christophe Ginisty | Rumeur Publique
Moderator Founder and Managing Director.
Raúl Vargas | Radio Programas del Perú
Harald Zulauf | Media Consulta
News Director.
Managing Director and CEO.
José Elice Navarro | Reflexión Democrática
Executive Director.
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