» 15:30 - 15:45

Admission and distribution of conference material

» 15:45 - 16:00

Welcome

Wolfgang Wähner-Schmidt
Moderator

» 16:00 - 16:30

Reputation dynamics in a globalised world

Dr. Mark Eisenegger

Globalisation has far-reaching consequences for the logic applied to the establishment of a repu-
tation in the economic sector. As the world is converging, so, to the same degree, transformation
processes are accelerating and change processes becoming relevant in even very remote regions.

» 16:30 - 17:00

From stock-market favourite to scapegoat—about the relationship between reputation and regulation

Prof. Dr. Hans Caspar von der Crone
Professor of Private, Commercial and Corporate Law, University of Zurich

In the past, every critical reputation crisis has led to the development of important regulation processes. It is very likely that the most recent financial crisis will also lead to stronger controls of the financial market in the foreseeable future. Regulation processes, in turn, influence the development of a company’s reputation. These relationships reveal the importance of reputation in the context of global politico-economic framework conditions.

» 17:00 - 17:30

Coffee Break

» 17:30 - 18:00

Reputation Management as Issues Management

Jeremy Cohen
CEO, Openhands Consulting

In practice, reputation management is, above all,
issues management. Strategically important contexts must be mastered as a prerequisite for securing and enhancing a good reputation. Jeremy Cohen explains how this is possible, and how social trends such as climate change can be exploited for successful reputation management.

» 18:00 - 18:30

What’s measurable gets done—communication controlling as a prerequisite for successful reputation management

Dr. Reimer Stobbe
Head, Work Group for Communications Controlling at the International Controller Association

A theoretical introduction and best-practice ex-
amples will illustrate how reputation management can
benefit from systematic communication controlling.

» 18:30 - 19:00

Case Study: Recall of products in the pharmaceutical and medical devices industry—an attack on reputation and sales

Prof. Dr. iur. Dr. med. Alexander P.F. Ehlers
Director, Health Care Management Institute of the European Business School

The health care sector is characterised by the
fact that health, as such, can be ranked among society’s
highest goods. Therefore, it is an extremely sensitive
market characterised by personal trust. Consumers’,
purchasers’ and patients’ trust can be permanently lost
if problems occur. Therefore, a recall of drugs or medi-
cal devices is a serious threat for any company and can
greatly compromise its reputation and existence. It will
be shown which strategies can be pursued in the event
of a crisis.

» 20:00 - 00:00

Dinner speech: Between tradition and modernity: The reputation of the Catholic Church in the 21st century

Dr. Notker Wolf
Head Abbot, Order of St. Benedict

The Catholic Church can rightly so be called the
oldest global player in the world. With believers in a mul-
titude of different countries and cultures, the Church
must manage the balancing act between addressing tho-
se differences and keeping its identity. This challenge is
growing ever more acute through globalization and new
media, which enable the instantanous spread of infor-
mation throughout the world

» 09:00 - 09:15

Distribution of Conference Materials and Welcome

Wolfgang Wähner-Schmidt
Moderator

» 09:15 - 09:45

Recognition or rejection—how a company’s reputation influences stakeholder behaviour

Prof. Dr. Manfred Schwaiger
Head, Institute of Market-Based Management

Professor Schwaiger will present the results of
the Corporate Reputation Monitor. In addition, he will
point out the consequences of these reputation opini-
ons on corporate performance, and the actions that can
be derived for reputation management.

» 09:45 - 10:15

Case Study: Nuclear Energy: What can be done to turn around a bad reputation?

Karen Daifuku
Chief of Cabinet, Head of the Central Secretariat, External Relations and Public Affairs, OECD Nuclear Energy Agency

There is a renewed interest in nuclear energy.
What are the factors that are making nuclear energy
more acceptable? Karen Daifuku will explain the reasons
for this evolution, both in terms of the changes in the
perception of nuclear energy and the successful efforts
made by industry and governments with respect to sta-
keholder engagement

» 10:15 - 11:15

The importance of corporate reputation in the global war for talents

Panel Discussion

Dr. Graeme Martin
Director, Centre for Reputation Management through People, University of Glasgow

Christophe de Callataÿ
Director EMEA, Association of Executive Search Consultants (AESC)

Gianni Catalfamo
Chief Executive Officer, Pleon Milan

For highly qualified talents, a company’s reputa-
tion has great impact on the decision to apply for a posi-
tion. Successful communication management enables a
company to positively influence its reputation and rise
the interest of qualified applicants in working for it.

» 11:15 - 11:45

Coffee Break

» 11:45 - 12:15

Case Study: Reputation Challenges in the Global Economy

Anthony Baynes
Head of Public Affairs and External Communications, Coca Cola Hellenic

Coca-Cola Helenic represents Coca-Cola in 28
countries all over the world. An account on how to man-
age your reputation in different countries, continents
and cultures and on how positive action can change a
company’s reputation

» 12:15 - 12:45

Case Study: Country reputation management: the Liechtenstein case

Dr. Gerlinde Manz-Christ
Head, Department for Communication and Public Relations of the Principality of Liechtenstein

For a long time now, not only companies have
been fighting for recognition and attention in a glo-
balised world. Countries, cities, and regions have also
begun to systematically measure and manage their rep-
utation. The most recent tax scandal in Liechtenstein
vividly shows the necessity for, and also the specific
characteristics and challenges of professional country
reputation management.

» 12:45 - 14:15

Lunch

» 14:15 - 14:45

News Media and Corporate Reputation

Prof. Craig Carroll

Against the background of a globalised world
with largely homogeneous media, reputation management has become a key topic for companies. Therefore
the question of how the news media help shape and
reshape corporate reputation becomes a crucial one to
communication managers. Prof. Craig Carroll will ex-
plain a variety of influences on the production of busi-
ness news and media reputation in order to strengthen
corporate standing.