1st Annual Pharmaceutical Public Relations Symposium
Tuesday, October 23, 2007, 9:30 a.m. - 3:30 p.m.

Co-Presented By:
Cision

EXL PHARMA

Sponsored By:
Sponsored by PRSA Health Academy

With continued attacks on the reputation of drug companies as well as the pharmaceutical industry as a whole by media, politicians, the public and now Hollywood, there is a pressing need for industry collaboration to define the problems, share resources and discuss potential action items to address these problems.

Hear compelling presentations and have the opportunity to participate in lively discussion and debate relating to the public relations problems that the pharmaceutical industry currently faces.

If you work for a pharmaceutical or health care company, or at an agency that operates in these sectors, this is the one event that you will not want to miss!

Co-Presented by Cision and ExL Pharma

Sponsored by PRSA Health Academy

Agenda

Case Study Presentation
9:30 a.m. Issues Management: Design and Development of Public Relations Strategies to Protect Your Organization’s Reputation and the Bottom Line
  • Measuring the impact of a reputation crisis on your organization.
  • Understanding the role of public relations in managing communications.
  • Utilizing public relations strategies to advance your organization in times of crisis.

Natalie Devane, vice president, corporate communications, Wyeth Pharmaceuticals
 
10:15 a.m. Reputation Measurement: Measuring, Growing and Protecting the Value of Your Reputation
  • Driving strategic and tactical decision-making in the communication function.
  • Isolating the corporate value created by communication in term of business outcomes.
  • Identifying which communication activities create the most value.

Peter Verengia, president, CCW
 
11:00 a.m. FDA Communications: Fostering a Culture of Trust and Transparency
  • Identifying key issues and communications priorities for the FDA.
  • Understanding how the FDA handles crisis communications such as Class I product recalls, critical safety issues and high-profile products.
  • Reviewing process improvements in the FDA Office of Public Affairs.
  • Exploring FDA and regulated industry challenges and opportunities when working with media.

Robert Ali, Deputy Assistant Commissioner for Public Affairs, US Food and Drug Administration
 
11:45 a.m. Leadership & Legacy Luncheon

Join us for Tuesday’s luncheon event, Celebrating 60 Years of Leadership & Legacy in Collaboration with the PRSA College of Fellows. The event features insights from Brian Tierney, Esq., the chief executive officer of Philadelphia Media Holdings and publisher of The Philadelphia Inquirer and Philadelphia Daily News followed by Exploring the Evolving World of Media, an interactive panel discussion among senior business leaders from our nation’s top media outlets.
 
Case Study
1:30 p.m. Utilizing Corporate Social Responsibility and Corporate Philanthropy to Positively Impact Your Organization
  • Benchmarking corporate social responsibility with other industries.
  • Working with the media to create awareness of your organization’s CSR and global philanthropy efforts.
  • Assessing your organization’s efforts in social responsibility and philanthropy.
  • Exploring the impact that CSR can have on the community both here and abroad, as well as on your organization.

Kim Frawley, director, global philanthropy, Pfizer, Inc.
 
Case Study Presentation
2:15 p.m. Utilizing Corporate Social Responsibility and Corporate Philanthropy to Positively Impact Your Organization
  • Benchmarking corporate social responsibility with other industries.
  • Working with the media to create awareness of your organization’s CSR and global philanthropy efforts.
  • Assessing your organization’s efforts in social responsibility and philanthropy.
  • Exploring the impact that CSR can have on communities here and abroad, as well as on your organization, through case study examples.

Renee Connolly, vice president, corporate communications, EMD-Serono
 
Group Discussion
2:45 p.m. Learning From the Past and Communicating the Future of the Pharmaceutical Industry
  • Setting the image for the “Future of Pharma” and pursuing it in all levels of your organization.
  • Going forth and presenting a united, consistent and positive message of our mission as an industry.
  • Learning from other industries and how they have overcome perception and reputation issues.
 
Closing Group Discussion
3:00 p.m. The Reputation Challenge: Why the Pharmaceutical Industry is in a State of Public Scrutiny Communicating Industry and Organizational Value Effectively to Positively Influence Public Perception
  • Working together to rebuild public confidence.
  • Analyzing the problem — media, politicians, public and “Hollywood.”
  • Identifying the key issues that have led to this reputation challenge.
  • Examining the financial impact of the reputation crisis.

Moderator: Ronald Schmid, President R. E. Schmid & Associates

Panelist: John Deats, General Manager, Senior Vice President, Feinstein Kean Healthcare
 
3:30 p.m. Symposium Conclusion

PRSA, the world’s largest and most important organization for public relations and communications professionals, offers you a world-class experience at our International Conference. More than 200 nationally known presenters and thousands of participants will share the newest, the next and the best strategies to inspire our creativity, expand our horizons and ensure our organizations thrive in this highly competitive global marketplace.

Rhoda Weiss, APR, Fellow PRSA,
PRSA National Chair and CEO,
President, Rhoda Weiss & Associates