The official IPRA 2010 book.

3. 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 5 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

4. 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

5. 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 00 - XIX Public Relations World Congress, the first in the
st 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 00 - 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

6. Committees
Organizing Committee
Elizabeth Goenawan Ananto | IPRA
IPRA 00 President. Founder and CEO of EGA Briefings. Coordinator of MM Communication from
Universitas Trisakti. Besides being a professor since 978, 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 009 – 0 period. He was honored by the Gourmand Cookbook Awards
as Best Editor of Gastronomy Books in the World, in Orebro, Sweden in 005. During his term of office,
the School has published over 90 books to date.
James Holt | IPRA
After 5 years as a PR consultant in Europe, the United States, and Mexico, James Holt joined IPRA
as CEO in 000, 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 ,00 members from over 00 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 00 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 009, 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 -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.

7. 5

8. General program - Speakers and panelists
TIME TUESDAY 1, JUNE
07:00 - 09:00 Registration of participants
09:00 - 09:5 Opening Ceremony
Plenary Session 1: THE POWER OF PUBLIC RELATIONS
IN THE BUSINESS ENVIRONMENT
THE POWER OF PUBLIC RELATIONS.
09:5 - 0:05
Antonio Tamayo. President, Hill Knowlton Mexico.
0:05 - 0:5 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.
0:5 - :05 Panelists:
- Jon Higgins. Partner and International Executive Director, Ketchum.
- Antonio Tamayo. President, Hill Knowlton - Mexico.
- Pedro Pablo Kuczynski. Former Prime Minister of Peru.
:05 - :0 Coffee Break
Plenary Session 2: PUBLIC AFFAIRS AND INTEREST MANAGEMENT
PLAYING TO WIN: WHEN POLITICS AND BUSINESS COLLIDE.
:0 - :00 Mark Klugmann. Latin American Political Consultant and Former White House Official.
INTEGRATING STRATEGIC COMMUNICATIONS WITH PUBLIC AFFAIRS: WHEN PUBLIC AFFAIRS, PUBLIC
:00 - :0 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.
:0 - :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.
:00 - 5:00 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.
5:00 - 5:0 ARTISTIC MOVEMENTS? Michael Okereke. President, Mike Juan Carlos Molleda. Professor and
ˇˇ
Dejan Vercic. Founding partner, 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 NEW IMF. MANAGE REPUTATION AND THE
MULTI-COUNTRY PROJECTS. Andreas Adriano. Media Relations PERUVIAN DATA: DO THEY FIT?
5:0 - :00
Luisa García. Partner and CEO Officer for Latin America and the Gabriel Ortiz de Zevallos. Executive
for Peru and Central America, Caribbean, International Monetary President, Apoyo Comunicación
Llorente Cuenca. Fund - IMF. Corporativa.

9. :00 - :0 Coffee Break
CASE PRESENTATION FROM THE MONOLOGUE TO CORPORATE
COMMUNICATION IN TELEFÓNICA. DIALOGUE: EXPLORING COMMUNICATION
:0 - :50 Ludwig Meier Cornejo. Director of MODELS USED IN THE MINING-ENERGY
INDUSTRY IN PERU. WHY COUNTRIES NEED
Institutional Relations and Corporate
María del Carmen de la Flor. Project BRANDING TOO?
Communication, Telefónica del Perú.
Director, Comunica Consulting Group. Santiago Hinojosa. President and
CEO, Burson-Marsteller in Latin
CASE PRESENTATION RELATING TO THE BUSINESS America.
A SMARTER WORLD: IBM’S NEW ENVIRONMENT AND TO SOCIETY
VISION FROM A PERSPECTIVE OF - EXPERIENCES AT SIEMENS
:50 - 7:0 INTEGRATED COMMUNICATIONS. Katarina Steinwachs. Corporate
Carolina Carrillo. Marketing and Communication Manager for the
Communication Manager for Peru, South American Region
Ecuador, Bolivia, Uruguay and (except Brazil), Siemens.
Paraguay, IBM.
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.
7:0 - 7:50 Ecuador, Bolivia, Uruguay and Paraguay, Fund - IMF. - Juan Carlos Molleda. Professor and
IBM. - Katarina Steinwachs, Corporate Graduate Coordinator of the
ˇˇ
- Dejan Vercic. Founding Partner, 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 - 09:5
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.
09:5 - 09:0 James E. Grunig. Professor Emeritus, University of Maryland.
THE IMPORTANCE OF STRATEGY IN EFFECTIVE PUBLIC RELATIONS.
09:0 - 0:5
Donald Wright. Professor, Boston University.
PANEL DISCUSSION
STRATEGIC THINKING AND PLANNING IN PUBLIC RELATIONS.
Moderator: Gabriel Ortiz de Zevallos. Executive President, Apoyo Comunicación Corporativa.
0:5 - 0:50 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.
0:50 - :0 Coffee Break
Plenary session 4: MANAGEMENT INDICATORS IN PUBLIC RELATIONSHIPS
AND HOW TO MEASURE THEM
OVERCOMING THE CHALLENGE OF MEASURING RESULTS IN COMMUNICATION.
:0 - :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.
:55 - :0
Blanca Fullana. Associate Professor, Universidad Pompeu Fabra - Spain.
DEVELOPING MEASUREMENT IN PUBLIC RELATIONS. WHAT DO WE NEED TO COMPETE?
:0 - :05
ˇˇ
Ana Tkalac Vercic. Associate Professor, University of Zagreb - Croatia.
7

10. :00 - 5:00 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,
5:00 - 5:0 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:
ˇˇ
- Ana Tkalac Vercic. Associate
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
5:0 - :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.
:00 - :0 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
:0 - 7:00 Manager, Shell.
Relations Director, Bromley Managing Director, :0 - :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: :50 - 7:0 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 7:0 - 7:0
Fernando Hilbck.
Shandwick. Director, Apoyo
7:00 - 7:50 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 0.
7:0 - 8:00 Panelists:
- Faisal S. Al Zahrani,
Saudi Aramco.
- Fernando Hilbck, Backus.
- Olav Ljösne, Shell.
- Pablo de la Flor,
Compañía Minera
Antamina.
8

11. 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 - 09:5 09:00 - 09:0 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 PUBLIC RELATIONS IN THE EXTRACTIVE
SAN MARTÍN DE PORRES: PUBLIC INDUSTRY - THE SOUTHERN PERU CASE.
RELATIONS, A GLOBAL GLANCE. 09:0 - 09:55 Guillermo Vidalón. Vice President of the Image
09:5 - 09:55 Carolina Spell. Responsible for Public and Communication Committee, National Mining,
Relations Department, USMP. Oil and Energy Society.
Alicia Perea. Head of the Public Relations Unit
from the Department of University Projection
and Community Relations, USMP. CASE PRESENTATION
SOCIAL CORPORATE RESPONSIBILITY:
CASE PRESENTATION GENERATING CONSENSUS ON THE
PUBLIC RELATIONS STUDIES IN SPAIN FROM 09:55 - 0:0 INDONESIAN UPSTREAM OIL GAS
THE PERSPECTIVE OF THE NEW EUROPEAN ACTIVITIES.
09:55 - 0:5
SPACE IN HIGHER EDUCATION. Amir Hamzah. Vice President of External
5:0 - :00 Relations, BPMIGAS.
Antonio Nogüero. Professor, Universidad
Autónoma de Barcelona - UAB.
PANEL DISCUSSION PANEL DISCUSSION
COMMUNICATION CAREERS: WHAT COMMUNITY RELATIONS: HOW
IS THE APPROACH FOR THE FUTURE? TO REACH CONSENSUS.
5:0 - :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.
0:5 - 0:50 - Alicia Perea. Head of the Public Relations Unit 0:0 - 0:50 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.
0:50 - :0 Coffee Break
Plenary Session 5: SOCIAL MEDIA: EFFECTIVENESS IN CORPORATE COMMUNICATION
:0 - :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.
:00 - :0
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:
:0 - :5
- 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, A-Perú.
:5 - 5:00 Lunch
Plenary Session 6: POLITICAL COMMUNICATION
5:00 - 5:5 POLITICAL COMMUNICATION AS BRAND COMMUNICATION?
Harald Zulauf. CEO, Media Consulta.
5:5 - :0 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.
:0 - :5 Panelists:
- Christophe Ginisty. Founder and Managing Director, Rumeur Publique.
- Harald Zulauf. CEO, Media Consulta.
- José Elice Navarro. Executive Director, Reflexión Democrática.
:5 - 7:5 Conclusions and closing ceremony 9

12. 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 HK’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 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 008, 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 00, 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.
0

13. 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 0 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 0 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.

14. 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.
ˇˇ
Dejan Vercic | Pristop
Founding partner.
ˇˇ
Dejan Vercic founded Pristop, communication management consulting firm based in Ljubljana, Slovenia. He is
an Associate Professor for Public Relations at the University of Ljubljana. He has published over 00 articles,
books, chapters, papers, and reports. His most recent book is “The Global Public Relations Handbook: Theory,
Research, and Practice” (with K. Sriramesh, nd ed. 009 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 Luisa García is partner and CEO for
implementing their internal and external communication Peru and Central America of Llorente
strategies: they must covey similar messages, or at least Cuenca, the leading communication
based on the same key concepts, to audiences in markets consulting firm in Spain and Latin
with different cultural values and characteristics. Taking into America. In her career in the
account these particularities and tailoring communication company, she has directed regional
plans to them must not contradict the international strategy, projects for clients such as BellSouth,
but getting there requires a good knowledge of local realities. GSK, SABMiller or Telefónica and has
Moreover, Internet has broken boundaries and no corporation advised clients on corporate, financial, crisis and product
can afford to be perceived as inconsistent if it communicates communication. After working as a consultant of Llorente
in an uncoordinated way in different countries. On the other Cuenca in Madrid, where she reached the position of
hand, the risk of spreading a reputation crisis from one senior director, she moved to Panama to settle the
market to another has increased, and reputation should now company’s operations in this country, which has become
be consolidated globally, not only in the country of origin. The the foremost consultancy firm in Central America. In Peru,
cases presented by Llorente Cuenca analyze different aspects where Llorente Cuenca is also leader in the market, she
to consider when addressing these challenges successfully manages a team of forty professionals. Projects directed
and some of the situations to consider in the multi-country by Luisa García have obtained international awards,
management of communication. such as a mention of excellence in the IPRA Awards,
SABRE Gold and several ANDA awards to Excellence in
Communication.

15. Tuesday 1, June
COMMUNICATION Ludwig Meier | Telefónica del Perú
IN TELEFÓNICA. Institutional Relations and Corporate Communication
Director.
Communication in Telefónica aims to reinforce its attributes He was appointed central manager
of leadership, innovation, transparency, customer orientation, of Institutional Relationships of this
social responsibility, and contribution to national development company in 00, after holding other
through content generation, management of information management positions in Telefónica
flow, the relationship with the media and the opening to new del Perú. He was State Minister in
technologies. Along with the content in traditional formats, the Portfolio of Fishery during the
corporate communication is taking on the challenges posed transition government, as well as
by new media platforms and is moving towards an ever more Minister of the same portfolio from
horizontal communication and dialogue with the various
July 997 to December 998. He has been President
interest groups. Internal communication, in turn, is a major
of the Public Services Private Companies Association -
factor in achieving the strategic objectives of the company, since
ADEPSEP, currently the Association for the Promotion of
a courageous and motivated collaborator is key to projecting
National Infrastructure – AFIN, President of the Spanish
a positive image and get the brand close to our customers.
Chamber of Commerce – COCEP, second Vice President
Internal communication is linked to external communication
of CONFIEP, and president of the Crece-Peru Committee
and seeks -through face to face meetings, corporate Intranet,
of the same entity. He was in charge of different state
email, magazines, newsletters and billboards, among other
and public institutions, among which are the Commission
media- that the staff is always informed on the course and
for the Promotion of Peru – PromPerú, the National
major decisions on the future of the company.
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 009,
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. ˇˇ
Dejan Vercic | Pristop
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.

16. 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 00.
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 -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 0 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 005, he worked for Burson-Marsteller in public affairs campaigns, and was Manager
of the technology practice for Edelman in Brazil. He had 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.
5

17. Tuesday 1, June
María del Carmen de la Flor | Comunica Consulting Group
Project Director.
She has over 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 00 and the International Conference of PRSA, Educator’s
Academy in 009. 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 000 to 009, she
worked as Executive Director for the German-Colombian Chamber of Industry and Commerce and the German-
Ecuadorian Chamber of Industry and Commerce. During 999, 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 00-0 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.).

18. 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 995, 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 (998-000), director of the Peruvian Business
Administration Institute (997-999) and of the Room of Free Competence from the Indecopi Court (99-00).
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 DMBB Americas in Mexico. He worked with clients such as Procter Gamble, Mars, Coca-
Cola, General Motors, Philips, Bancomer, among others. He spent 7 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.
7

19. 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, 0 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 th and December nd, 009.
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 00 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.
8

20. Wednesday 2, June
Donald Wright | Boston University
Professor.
Corporative Communication Consultant and past president of the International Public Relations Association
(IPRA). For over 0 years, he has worked as a college professor, and, for over 0 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 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 ATT, 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 5 years of agency experience, the last 0 at Edelman, managing the company in Spain, the first world
wide independent agency since 00. Her professional experience includes 5 years at Weber Shandwick. Her
interest and reputation lie on the strategic 0 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.
9

21. 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
ˇˇ ˇˇ
without systematically planning the research or analyzing the results” (Van Ruler, Tkalac Vercic Vercic, 008). 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?
ˇˇ
Ana Tkalac Vercic | University of Zagreb – Croatia
Associate Professor.
She is visiting professor in the Italian Universita della Svizzera, one of the leading communication institutions.
In 00, 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 00, she
was a Fulbright scholar working under the mentorship of James E. Grunig. She co-edited “Public Relations
ˇˇ
Metrics: Research and Evaluation” with Betteke van Ruler and Dejan Verčič. She is also a recipient of 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 000 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 (98-
Aided by improvements in education, this group now has
99) and for Euro RSCG (99-000).
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.
0

22. Wednesday 2, June
COCA-COLA, THE Hernán Lanzara | Coca-Cola Trans Andean
HAPPINESS FACTORY Franchise Unit
Public Affairs and Corporate Communications
We made a product, we offer a comprehensive portfolio of Manager.
products, but we work to offer more to our consumers. Our
mission: to refresh the world; inspire moments of optimism and He is in charge of External Affairs for
happiness; and create value and make a difference. This mission Peru, Bolivia, Paraguay and Uruguay.
is enduring and has not changed fundamentally; instead, we’ve He has years of expertise managing
simplified it to make it more memorable. “Happiness,” is part inter-institutional relations with the
of our heritage and fundamental to our new global campaign Government, the private sector and
for the Coca-Cola brand. 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 Vice President and Public Relations Managing Director.
CAMPAIGN Her responsibilities include strategic
development of communications
Back before the days of this Fast Food Nation, American plans and implementation of public
kids lunched on hot dogs and bacon, lettuce and tomato relations programs geared primarily
sandwiches. As they reached maturity, they didn’t stop eating toward U.S. Latin markets.
the kid favorites, but they tended to prefer finger-licking plates With 5 years in the multi-cultural
of barbecue ribs. In Latin America, the flavor of pork was an communications area, she has
essential ingredient or piece de la résistance since the arrival managed programs throughout Latin
of the Spaniards. From Lechon Asado to Chicharrones to mole America and the United States for a wide variety of blue
verde pork was king in the Latin kitchen. However, south of the chip clients, including McDonald’s, Burger King, Western
Rio Grande, enjoying the aroma and taste of the pork-infused Union, ATT, Federal Express, Delta Air Lines, Nike, Texaco,
comfort foods could mean losing a bit of the comfort due to the Choice Hotels, Nestle, General Mills, Miller Brewing and
quality of the pork. Hundreds or even thousands of miles away Coors Beer, and numerous pharmaceutical houses. She
from their homelands, many U.S. Latino consumers still clung attended the National Autonomous University of Mexico
to the old notion of the plump pink pig as the black sheep of and earned a bachelor’s degree from the University
meats. Bromley Communications and the National Pork Board of Illinois-Urbana. She is a contributing author of two
set out to debunk the myths. Through a branding campaign, university public relations textbooks, and has been a
“El Cerdo es Bueno”, the overall communications goals were judge of the International Public Relations Association’s
to highlight pork as a nutritious dining centerpiece and meal Golden World Awards for six consecutive years.
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.
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.