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09.00 - 09.30h


Light breakfast and coffee


Welcome and Introductions

ASSOCIATIONWORLD briefly addressing and welcoming the attendees.Who do we have in the room?

09.45 - 10.00h


Brief overview of the ASSOCIATIONWORLD foundation.

Workshop Part I

Cecile Koch, founder of Boardroom magazine, will deep dive into business comm and PR and help you focus on the following points:

-The golden rules of PR and business comms

-What is the print media environment like today?

-Print media stakeholders‘ map

-The principle of positioning

-What information are journalists interested in?

-How to target the right audiences

A hands-on exercise will make you understand how you can better position yourself and how to better define the messages you want to share with the world.

Participant will learn what basic communication is, how to make an overview of the different stakeholders involved in your field and how to communicate to the different groups adequately.


Q & A on workshop part I.

Ask the experts !

11.15 - 11.30h

Coffee break


Workshop Part II

A Press Release? What?

People now have control over where, when, and how they consume information. As a result, public relations are no longer about feeding into a traditional news cycle; it's about providing relevant content to a targeted audience.

To do so, there is one powerful tool at your disposal to make your PR strategy successful. If done and delivered properly, a press release is such a tool – they represent an opportunity to connect to the audiences you care about.

This workshop part, facilitated by Boardroom Chief Editor Rémi Dévé will help you understand what makes a good press release, give you the tools to differentiate a good press release from a bad one… before getting your hands dirty and write a press release yourself, based on the group of stakeholders you want to target.

12.15 - 12.30h

Q & A to workshop part II

Ask the experts !




Time to check your emails and messages

13.30 - 13.45h

Workshop Part III -  Digital Media

Facilitator and Coach: Brett Kobie, SVP Integrated Communications, FleishmanHillard.

  • Opening thoughts: What is “digital” anyway?
13.45 - 14.15h
  • The building blocks of a digital and social strategy
    • Objectives, audiences, insights, key messages, a big creative idea (when it makes sense), channels & tactics, measurement
    • Understanding the PESO (paid, earned, shared, owned) model of media strategy
14.15 - 14.45h
  • Two models for building an always-on everyday social presence
    • FleishmanHillard’s Drumbeat-Tentpole-Epic model
    • Gary Vaynerchuk’s Pillar Content Model
14.45 - 15.15h

Coffee Break, Networking

15.15 - 15.30h

Quickfire Inspiration session

    • Reviewing best in class campaigns and content formats (videos)
15.30 - 17.00h

Workshop Part IV

  • Building your own campaign
    • Using the building blocks they’ve learned and inspiration from other campaigns, attendees will use our Campaign Strategy worksheet to develop a campaign they can go right back to work and implement.
    • Attendees will briefly present their campaigns
17.00 - 17.15h


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