X lisbon eacd debate multicultural communications 16_10_2012

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X lisbon eacd debate multicultural communications 16_10_2012 THE EACD REGIONAL DEBATES 2012AUSTRIA I BELGIUM I BULGARIA I CROATIA I CYPRUS I CZECH REPUBLIC I DENMARK I ESTONIA I FINLAND I FRANCE I GERMANY I GREECE I HUNGARY I ICELAND I IRELAND I ITALY I LITHUANIA I LUXEMBOURG I MALTA I MONTENEGRO I NETHERLANDS I NORWAY I POLAND I PORTUGAL I ROMANIA I RUSSIA I SERBIA I SLOVAK REPUBLIC I SLOVENIA I SPAIN I SWEDEN I SWITZERLAND I TURKEY I UNITED KINGDOM LISBON/PORTUGAL Going global: Managing Multicultural Effective Communication 16 OC TOBER 2012 • 16.30 • HOTEL ALTIS LISBON SCHEDULE Sofia Aires Luís Ferreira Lopes Marketing and Executive Editor and Communications Director General Director Grupo Visabeira 16.30– 16.50 Welcome reception RumoSofia Aires is Marketing and Communica- Luís Ferreira Lopes is an Executive Editortions Director at Grupo Visabeira, definingMarketing Strategies for the Telecommuni- 16.50–17.00 Presentation of the European Asso- (and general director) at “Rumo” since May 2011. He is a former Editor of Economy &cation, Energy, Tourism and Real Estatesectors, since 2010. Graduated in Market- ciation of Communication Directors Markets at SIC TV, as well as former jour-ing Studies at IPAM, also holds a Master (EACD) nalist at RTP and also Radio Renascença and África Hoje; writer (4 books); formerDegree in Political Marketing from ESCSL.As Marketing and Brand Strategist, worked Rui Martins Master coordinator and teacher of Entre- preneurship and Management Innovationwith Brands such as: Absolut Vodka; Cer- at Laureate / ISLA – Lisbon; Master in Inter-veja Sagres; Unilever (Olá, Iglo) Sumol,Mattel and Nova Rede.Additionally also 17.00–17.20 The Importance of consumer and national Economic Relations at Lusíada Uni- versity.taught Strategic Planning of Communica- employee engagement to maintain re-tions at ESCL and Marketing and Advertis-ing at IETC (2009/2010). levance and assure continuous growth Case study – Creating value through business intelligence Case study – TVCABO - The Importance Sofia Aires Rumo brand and concept: “to grow, to know and to live” – business intel- of consumer and employee Engagement ligence made in Angola in a crowded Visabeira Global’s Strategic Vision in global telecommunications industry 17.20–17.40 International Expansion = media market. Rumo multiplatform strategy: developing monthly magazine applied to the TVCABO Brand activity Reputational Challenge newsletter / facebook page + custom plan. Methodologies used to increase Brand Reputation and achieve effective Tiago Vidal publishing unit + seminars and work- shops unit (project). results in Strategic Marketing Plan, in order to generate positive return- through local brand customers. 17.40–17.50 Coffee Break André Serpa Soares Corporate Communica- 17.50–18.10 Creating value through tions & PR Manager Tiago Vidal Head of Corporate business intelligence TAP Portugal Communication Luís Ferreira Lopes André Serpa Soares is a practitioner at TAP Portugal’s Communications & Public Rela- Sonae SierraAs Head of Corporate Communications at tions Dpt. since 2007. He develops his work as Social Media Manager, Press Of-Sonae Sierra, a leading international shop- 18.10–18.30 Managing an Airline reputation in ficer, Spokesperson, Internal Publicationsping centre specialist, Tiago Vidal leads allcorporate communication activities for the troubled global skies and intranet platforms coordinator, amongst others. He started his professional careerCompany Stakeholders in the 11 countries André Serpa Soares as a radio journalist and DJ and working aswere the Company operates. Is particularresponsibilities include Reputation man- a TV reporter for TDM Radio and TV Ma- cao. He published several press articles asagement, Corporate Marketing and PR,Stakeholders engagement, Crisis Commu- 18.30–19.00 Q&A Session / Discussion a freelance in Macao, China. As of 1991, henication and Media Relations. Tiago is grad- Moderated by Rui Martins was CFO of /Rádio Universidade de Coim-uated in Communication Sciences (Univer- bra/, where he also continued to work as asidade Independente), has a Post-Gradua- journalist and DJ. From 1999 until 2007, hetion in Management (Nova SBE) and a Fi- 19.00–20.00 Get-Together worked in PR agencies based in Lisbon, acting as Corporate Public Relations Direc-nancial Course for Senior Managers (Lon-don Business School). He is also a resident tor in one of them. André studied Law atteacher of the “Advanced Public Relations Coimbra University and went through anand Crisis Management” course at the In- Advanced Programme in Social Media at Universidade Católica de Lisboa.ternational Council of Shopping Centres HOST/VENUEEuropean Retail Property School. Case study – Managing an Airline repu- Case study – International Expansion = tation in troubled global skies Reputational Challenge TAP Portugal carries 10 million passen- Presentation on Sonae Sierra interna- gers annually and operates a system- tionalization strategy, the reputational wide network including 77 destinations challenges that the company had to in 35 different countries across 3 con- overcome and its current corporate tinents. Up to 73% of TAP sales are communication strategy. made abroad. With such a geographic Sala Madrid, 12th floor and cultural reach, online platforms are essential tools to manage reputation in Rua Castilho 11 • 1269-072 Lisbon an effective way. ABOUT THE REGIONAL DEBATES EACD Regional Debates bring together public relations and communications professionals from different European regions for informative discussions and great networking opportuni- ties. By organising debates and presentations on contemporary communications issues to members across Europe, the EACD shares the accumulated knowledge of its members across the continent, strengthening its network in the process. Hosted by EACD members, these events take a variety of forms and normally feature best case presentations, work- shops, panel and round table discussions. At the end of each event there is always time set aside for attendees to relax wih refreshments and network with peers. www.eacd-online.eu

2. THE EACD REGIONAL DEBATES 2012AUSTRIA I BELGIUM I BULGARIA I CROATIA I CYPRUS I CZECH REPUBLIC I DENMARK I ESTONIA I FINLAND I FRANCE I GERMANY I GREECE I HUNGARY I ICELAND I IRELAND I ITALY I LITHUANIA I LUXEMBOURG I MALTA I MONTENEGRO I NETHERLANDS I NORWAY I POLAND I PORTUGAL I ROMANIA I RUSSIA I SERBIA I SLOVAK REPUBLIC I SLOVENIA I SPAIN I SWEDEN I SWITZERLAND I TURKEY I UNITED KINGDOM LISBON/PORTUGAL Going global: Managing Multicultural Effective Communication 16 OC TOBER 2012 • 16.30 • HOTEL ALTIS LISBOA REGIS TRAT ION OR Fa x +32 ( 0 )2 219 22 92 REGISTER OLINE HERE Yes, I would like to confirm my attendance No, unfortunately I will not be able to attend the event Please send me further information on the European Association of Communication Directors (EACD) Please fill in: Surname First Name Company/Organisation I will be accompanied by Email Please register by 12th October 2012 by fax or by email to portugal@eacd-online.eu. European Association of Communication Directors (EACD) 37, Square de Meeûs B-1000 Brussels Tel +32 (0)2 219 22 90 Fax +32 (0)2 219 22 92 info@eacd-online.eu www.eacd-online.eu THE EACD REGIONAL DEBATES 2012AUSTRIA I BELGIUM I BULGARIA I CROATIA I CYPRUS I CZECH REPUBLIC I DENMARK I ESTONIA I FINLAND I FRANCE I GERMANY I GREECE I HUNGARY I ICELAND I IRELAND I ITALY I LITHUANIA I LUXEMBOURG I MALTA I MONTENEGRO I NETHERLANDS I NORWAY I POLAND I PORTUGAL I ROMANIA I RUSSIA I SERBIA I SLOVAK REPUBLIC I SLOVENIA I SPAIN I SWEDEN I SWITZERLAND I TURKEY I UNITED KINGDOM LISBON/PORTUGAL Going global: Managing Multicultural Effective Communication 16 OC TOBER 2012 • 16.30 • HOTEL ALTIS LISBOA REGIS TRAT ION OR Fa x +32 ( 0 )2 219 22 92 REGISTER OLINE HERE Yes, I would like to confirm my attendance No, unfortunately I will not be able to attend the event Please send me further information on the European Association of Communication Directors (EACD) Please fill in: Surname First Name Company/Organisation I will be accompanied by Email Please register by 12th October 2012 by fax or by email to portugal@eacd-online.eu. European Association of Communication Directors (EACD) 37, Square de Meeûs B-1000 Brussels Tel +32 (0)2 219 22 90 Fax +32 (0)2 219 22 92 info@eacd-online.eu www.eacd-online.eu