Program Content

The Executive Forum's Planning Committee strives to provide a curriculum that focuses on the science beneath the art of public relations and strengthens the management policy role of the corporate public relations officer. Consequently, the Executive Forum focuses more on how to strategically manage the corporate public relations function than on communications skills or techniques.

All Public Relations Executive Forum sessions feature a faculty of nationally recognized practitioners and educators who stimulate discussions on a variety of learning assignments. Faculty are selected from nationally recognized senior, corporate public relations officers and noted educators from leading public relations and business programs. The 2008 Executive Forum will feature:

Sue Mallino, who has headed internal communications at both General Motors and GMAC, will present a program session titled, "Employee Communication and Executive Engagement: Building Bridges for the Business."

Maril Gagen MacDonald - 2008 President of the Arthur W. Page Society, CEO of her own award-winning agency and previously the top public relations officer for two different corporations - will provide a program session on thoughtful leadership.

Mike Fernandez, Vice President of Public Affairs, State Farm Insurance Company, will lead a discussion that takes a global look at diversity in public relations and corporate communications.

Dr. Don W. Stacks, Professor of Communication and head of public relations studies at the University of Miami, and Dr. David Michaelson, President of Echo Research Limited, will lead a session examining the return-on-investment value of public relations compared to advertising.

Robyn Bennett, Director of New Media Communications, IBM Corporation, will lead a discussion about the role social media, blogs, podcasts and other new forms of communication are playing in today's corporate communications environment.

Ray Jordan, Corporate Vice President-Public Affairs and Corporate Communications, Johnson & Johnson, will present a session on the importance of reputation and the role corporate communications can play in enhancing it.

Michael Fanning, Vice President-Corporate Affairs, Michelin North America, will talk about the evolving role of the communications function as an integrator of corporate and brand resources.

Inquiries

Dr. Don Wright, Director, Institute for Public Relations Forums
Professor of Public Relations, Boston University
+1 617-306-4006 - DonaldKWright@aol.com

Michelle Hinson, Director of Development, Institute for Public Relations
+1 352 392-0280 - MHinson@jou.ufl.edu