Ford Credit Global Insurance Executive Compensation

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					                   Lawrence Ragan Communications, Inc., presents

                   the 15th annual
                 CONFERENCE 2006
                   April 25–27, 2006 • Chicago, IL • Hyatt Regency Chicago Hotel

DON’T MISS THE LONGEST-RUNNING AND MOST                                                  Why attend this
PRESTIGIOUS EVENT FOR EMPLOYEE COMMUNICATORS                                             can’t-miss conference?
                                                                                         Let us count the ways:
Here’s a preview of your must-attend conference in 2006:                                 • 34 sessions in 6 comprehensive tracks
                                                                                         • 10 hands-on workshop sessions that
        WRITING AND EDITING                                                                take communication to the next level
        Improve the fundamental skills you need to succeed. Learn how to:                • 6 half-day master classes to help you
        • Manage a great publication—or transform a mediocre one                           sharpen your communication skills
        • Inject passion and personality into bland corporate writing                    • 4 interactive panel discussions led
        • Get employees hooked on words—and your company’s message                         by experts in the field
                                                                                         • 1 stirring keynote from communication
        EXECUTIVE COMMUNICATION                                                            guru Dr. TJ Larkin

        Master the delicate art of writing for the executive suite. Discover how to:     Plus, you’ll hear from more than
        • Turn yourself into an indispensable resource for senior-level executives       50 expert communicators from
        • Learn the tricks of speechwriting from Bill Clinton’s wordsmith                44 companies, including:
        • Teach the boss how to blog—and show what it can do for your organization       • Boeing
                                                                                         • Canada Post Corp.
        TECHNOLOGY                                                                       • Eli Lilly & Co.
                                                                                         • Farm Credit Canada
        Embrace the tools that help you communicate better and faster. Learn how to:
                                                                                         • Ford Motor Credit Co.
        • Employ blogs, wikis and RSS to enhance your communication
        • Deliver online copy that makes employees stop, read and act                    • Pfizer Global Pharmaceuticals
        • Use an online “roving reporter” to turn employees into brand ambassadors       • Philips Electronics
                                                                                         • State Farm Insurance
                                                                                         • Wachovia Corp.
        HR COMMUNICATION                                                                 • Walgreen Co.
        Bridge the gap between HR and corporate communications, and you’ll be sure to:
                                                                                         • Watson Wyatt Worldwide
        • Describe benefits in a way all employees can understand
        • Explain the sensitive subject of executive compensation
                                                                                         Don’t wait another day.
        • Turn employees into dynamic spokespeople for your organization
                                                                                         Register early for big savings!
        CAREER BUILDER                                                                   1.800.493.4867
        Move from the editor’s cube to the corner office. We’ll show you how to:         (See Page 16 for details)
        • Manage people who don’t report to you, but are critical to your success        3 more reasons to register:
        • Use effective communication to become a strategic business partner             • FREE companion airline ticket—bring
        • Develop your own leadership plan (we’ll help you get started!)                   a friend or colleague (a $500 value)
                                                                                         • FREE Ragan memory stick—loaded
        DESIGN AND PHOTOGRAPHY                                                             with our speaker presentations
                                                                                           (worth the price of the conference)
        Communicate in an increasingly visual world. Learn how to:
                                                                                         • FREE teleseminar CD on internal
        • Design (or redesign) your publication to make it more readable and relevant
                                                                                           branding with Paul Mlodzik of
        • Make the most of photography—regardless of your budget                           The Co-Operators (a $239 value)
        • Get the best out of your printers and other vendors                            (Mark Ragan gives it all away on Page 15)
                             Kick-start your conference experience and learn how to improve your writing,
                             use technology to engage employees and build an inclusive communication plan!
                             Pre-conference Workshops • April 25, 2006 • 1:30 to 4:30 p.m. • $345 Each

                WRITING AND EDITING
                       Why nobody reads: Reconnect with employees                                    That ends right now. In this pre-conference workshop, Mark Ragan and
                       by writing tighter leads, bolder headlines                                    Jim Ylisela will show you what you can do to make your writing more
                       and pithy quotes                                                              readable and to grab the attention of employees. You’ll learn how to:
                       The world moves in three-second sound bites.                                  • Bring color and imagination to tired, worn-out headlines
                       Images and information fly past our eyes. We skim                             • Pinpoint and correct bad editing and writing habits
                       and scan print publications and Web sites. We plow                            • Write compelling, authoritative quotes for senior managers
                       through our e-mail in-boxes, our fingers poised over                          • Eradicate jargon and clichés from your writing
                       the delete button. Yet so many corporate publications
                                                                                                     Special bonus: Send a copy of your publication to Ragan
                       continue to publish material that is a throwback to
                                                                                                     Communications before the conference and Mark and Jim will show
                       a previous era—a time of three television channels,
                                                                                                     you and your peers how to punch it up—during the workshop! Send
                       one company publication dictated from the executive
                                                                                                     your sample to Ragan Communications, 111 E. Wacker Drive, Suite
                       office and no technology more complicated than
                                                                                                     500, Chicago, IL 60601, or by e-mail to
                       the copier.
                       And we wonder why no one reads, and why                                       Mark Ragan is the chief executive officer and James Ylisela Jr. is group
                                                                                                     publisher at Ragan Communications.
                       important messages fail to sink in with employees.

                       Electronic engagement: Use technology to                                      In this fun and dynamic workshop, you will learn how to:
                       inspire, motivate and engage employees                                        • Use an editor’s blog to get employees talking about the business
                   If “engagement” and “technology” are the two                                      • Create ongoing, never-ending, virtual town hall meetings where
                   hottest buzzwords in corporate communications                                       employees can interact with senior executives and other leaders
                   today, why is it that you rarely see the two words                                • Give employees an outlet to talk (or vent) about the company, its
                   together? The truth of the matter is, you can use the                               products or any other business-related topic
                   latest technology—including blogs, wikis and RSS                                  • Use the latest technology to get employees excited about the
feeds—to motivate and engage employees every day. In this session,                                     company’s products and services
noted employee communication expert Steve Crescenzo will show
you how the very nature of corporate intranets is changing—from                                      Steve Crescenzo is a contributing editor to The Ragan Report and Corporate
news dissemination vehicles to vibrant, interactive, online communities.                             Writer & Editor, and a popular seminar leader for Ragan Communications.

                HR COMMUNICATION
                       Subtle impressions: How communication                                         and the marketplace? In this interactive workshop, you will:
                       supports a company's culture                                                  • Explore the nuances of appropriate (and inappropriate) language
                    Sure, you've got a communication plan and it seems                                 and visuals
                    to be working. But does it support your organization’s                           • Learn how to identify and avoid stereotypes in your communication
                    diversity agenda and HR objectives? If not, this                                   programs
                    workshop is a must-attend for you. After all, just                               • Discuss global sensitivities and what they mean to you
                    because your senior managers say and do the right                                • Discover how to integrate diversity into all employee communications
things doesn't mean your culture is one that supports and encourages                                 • Show how language and visuals can reinforce inclusive behaviors
diversity. Ask yourself: Do the visuals in your company's publication
                                                                                                     • Test your understanding of diversity and how to incorporate it into
promote desired inclusive behaviors? Does your organization's career
                                                                                                       your communication plan
development portal make the connection to diversity and use inclusive
language? And do your external marketing campaigns demonstrate                                       Randee Rubin is the president of Collega Communications, a firm dedicated
your in-depth understanding of diversity to prospective employees                                    to creating effective employee-focused communications that foster awareness,
                                                                                                     understanding and participation in change culture initiatives.

2 Pre-Conference Workshops   >>>   Pre-Conference Workshops   >>>   Pre-Conference Workshops   >>>   Pre-Conference Workshops   >>>   Pre-Conference Workshops   >>>   Pre-Conference Workshops   >>>
                                  Stay after the conference and learn how to write captivating speeches, create an
                                  exhaustive publication strategy and master the newest Photoshop technology!
                                  Post-conference Workshops • April 27, 2006 • 1:30 to 4:30 p.m. • $345 Each

                            Soup to nuts: Everything you want to know                                     • Write openings that will grab audiences’ attention and closings that
                            about writing excellent speeches                                                will lock the message into their memory
                      A good speechwriter is a great researcher, an                                       • Structure speeches so that they wind but don’t wander—and drive
                      imaginative writer, a gentle hand-holder, a firm                                      home your speaker’s point, sentence by sentence
                      persuader, a polished political negotiator and a                                    • Employ research and rhetorical techniques that will make your
                      slick promoter. How can you learn all these skills                                    speeches both persuasive and interesting
                      in one afternoon? Buckle up and let speechwriter                                    • Publicize the speech before and after it’s delivered, so that its
 Rob Friedman take you from zero to speechwriter in three hours.                                            influence goes on long after the clapping ends
 You’ll learn how to:                                                                                     You’ll walk into this session a communication generalist and walk out
 • Create a reasonable and rational strategy for every speech you write                                   a speechwriter.
 • Work with your speakers to get a good sense of what they want to
   say and to make sure the speech is delivered as well as it’s written                                   Rob Friedman is a senior writer for Eli Lilly & Co. and a former editor of
                                                                                                          Speechwriter’s Newsletter.

                   CAREER BUILDER
                            How to think like the boss and still act like                                 • Identify communication objectives and project results
                            an editor                                                                     • Become a valued publications consultant (and a better editor)
                     Sure, you’ve got dreams for your publication. But                                    • Run a more efficient publication by creating a process that
                     dreams aren’t strategies, and strategy is what the                                     eliminates rework and cuts down on approvals
                     boss understands. During this intensive half-day                                     • Write a complete publications strategy
                     workshop, you’ll brainstorm with other editors to                                    • Create a budget and use it—no matter how small
                     create a 10-page strategy that outlines your                                         • Learn the difference between “expense reduction” and “expense
 publication objectives, projected results, budgetary considerations                                        management”
 and measurement goals. No matter the size of your budget, you’ll
 leave with a plan sure to jumpstart those big conversations with the                                     Leave this workshop with a written plan you can put to use immediately!
 boss—and produce even bigger results for your publication. You’ll                                        Heather Burns is vice president of educational and training services at
 learn how to:                                                                                            Ragan Communications.

                   DESIGN AND PHOTOGRAPHY
                            Find your focus: How to demystify digital                                     Photoshop. You’ll learn how to:
                            photography and Photoshop                                                     • Take the right picture the first time and avoid abusing Photoshop to
                            Digital cameras and Adobe Photoshop form a                                      fix your mistakes
                            powerful alliance to help you create the best                                 • Distinguish between different photographic file formats and understand
                            employee publication. It’s when you don’t know                                  their specific uses
                            enough about these tools that you find yourself                               • Achieve perfect skin tones the way the pros do it
                            relying on old tactics and outdated trends. Whether                           • Master cropping and resizing for efficient and predictable results
                            you direct photographers and designers or are a                               • Communicate the place and purpose of Photoshop with photographers,
                            do-it-yourself editor, this workshop will help you                              graphic designers and the boss
                            understand digital photography and what Photoshop
                            can do for you. In this fast-paced and entertaining                           Note: Ragan Communications will provide transportation to and from
                            half-day session, you’ll spend the afternoon at the                           the Chicago Photography Center, as well as a box lunch. All participants
                            Chicago Photography Center, working with two                                  should bring a digital camera.
                            expert instructors who will explain the language                              Richard Stromberg is the director of the Chicago Photography Center.
                            of digital photography and take the mystery out of                            William Benson teaches at the Center.

Post-Conference Workshops   >>>   Post-Conference Workshops   >>>   Post-Conference Workshops   >>>   Post-Conference Workshops   >>>   Post-Conference Workshops   >>>   Post-Conference Workshops   >>>   3
                                  WRITING AND EDITING
    DAY ONE • APRIL 26, 2006                                               OPENING SESSION
                                                                           9:45 to 10:45 a.m.
    8:00 to 8:30 a.m.
                                                                                                       The biggest bugaboo:                      readership. In this “set the stage” session,
    Conference breakfast & opening remarks
                                                                                                       How to get your                           you’ll learn the latest techniques to reach
    Mark Ragan, chief executive officer
                                                                                                       messages across                           readers who are drowning in data, including:
    8:30 to 9:30 a.m.                                                                                  in an information-                        • What’s the formula readers use to
    Conference keynote: TJ Larkin explains                                                             overloaded world                            determine what to read—and what to
                                                                                                                                                   throw away
    the “big picture” (see Page 7)                                                              Everyone you’re trying
                                                                                                to communicate with is                           • How to write copy that gets read, not
    OPENING SESSION                            >>>                         bombarded with information, to the tune of
                                                                           more than 5,000 pieces a day—from spam                                • Simple steps to make your copy half as
    10:45 to 11:00 a.m.                                                    in their e-mail boxes to the “Got Milk?”                                fast to absorb, easy to remember and
    Morning coffee break                                                   sticker on their bananas. As a result,                                  satisfying to read
                                                                           readers have learned to ignore most of                                • How the inverted pyramid just might be
    11:00 a.m. to noon                                                     the information you send. If you think the                              reducing your copy’s readability
    How to run—and how to succeed                                          solution is to get the most information to                            Ann Wylie runs Wylie Communications Inc.
    in—an organizational publications                                      readers in the least amount of time and                               and is widely regarded as one of the best
                                                                                                                                                 organizational writing teachers in the world.
    department                                                             space, you’ve fallen behind in the race for
    If Chicago is the “City that Works,” the
                                                                          wondering if your efforts are working, it                              management that it’s seen as an
    suburban-based Walgreens has the
                                                                          might be time to reinvigorate your entire                              indispensable institution in the organization?
    publications department that works harder.
                                                                          employee communication department with                                 If the answer is no, this session is a must
    For two decades, Laurie Meyer has run a
                                                                          a daily newsletter. In this 90-minute working                          attend! Two of the best employee publication
    department that consistently churns out
                                                                          session, you’ll learn how one group of                                 editors in the world share their secrets to
    some of the best corporate communication
                                                                          internal communicators moved from their                                gaining—and keeping—the trust and
    materials in the business. Many of her
                                                                          less consistent, less cumbersome                                       respect of all readers. You’ll learn how to:
    staffers have gone on to great careers in
                                                                          publication to a daily, and improved                                   • Identify (and always serve) your primary
    communication and they all remember the
                                                                          readership along the way. You’ll learn:                                  audience
    boss who taught them how to do it right.
    Meyer will show you what a great                                      • Why a daily is your best investment in                               • Write publication guidelines—and stick to
    department looks like. You’ll learn:                                    proactive communication                                                them
    • How much time and privacy staff writers                             • How a daily can help employees better                                • Use the credibility you earn to support
      need to do quality work                                               understand company strategy and their                                  business goals
                                                                            role in it                                                           • Get your publication noticed as a central
    • How to hold staffers to high standards—
      and how doing so makes them better and                              • How to manage a daily newsletter so it                                 tool for branding the company from inside
      happier employees                                                     doesn’t manage you                                                     and out
    • What kinds of writers and editors don’t                             • How to employ a regular surveying system                             Erik Battenberg of JP Morgan and Jesper
                                                                            to help you prove the publication’s worth                            Frederiksen of Novozymes Inc. each won a top
      work out at Walgreens                                                                                                                      Ragan Recognition Award in 2005 for their
    • Roles and responsibilities—what writers                             • What readers really want from their daily                            employee publications.
      must do and what’s left to the department                             newsletter (the answers may surprise you)
                                                                          All three speakers work for Air Products and                           4:45 to 5:15 p.m.
                                                                          Chemicals Inc. Val Foley is a communications                           30 terrible ideas in 30 minutes:
    Laurie Meyer is the vice president of corporate                       specialist, Betsy Klebe is vice president of cor-
    communications at Walgreen Co.                                        porate communications and Brian Shuler is the                          What you should never do again
    Noon to 1:30 p.m.                                                     employee communications manager.                                       (see Page 13)
    Networking lunch with your peers                                      3:00 to 3:30 p.m.                                                      5:30 to 7:00 p.m.
    (see Page 9)                                                          Refreshment break with your speakers                                   Conference cocktails and conversation
                                                                          (see Page 9)                                                           (see Page 9)
    1:30 to 3:00 p.m.
    Deep impact: How to pump out a daily                                  3:30 to 4:30 p.m.
    and measure its (profound) effect on                                  How to create a great employee publi-
    employees                                                             cation—and keep it great over time
    If you’ve been writing a monthly publication                          Does your employee publication have so
    or the occasional intranet update and are                             much credibility with employees and
4 Track 1 > > > Track 1 > > > Track 1 > > > Track 1 > > > Track 1 > > > Track 1 > > > Track 1 > > > Track 1 > > > Track 1 > > > Track 1 > > > Track 1 > > > Track 1 > > > Track 1 > > > Track 1 > > > Track 1 > > > Track 1
                                                                                                                                                                      Anyone can watch
                                                                                                                                                                            the Oscars on TV.
      DAY TWO • APRIL 27, 2006                                                          including those corporate elements that
                                                                                                                                                                      Good thing you’re not
                                                                                        stifle innovation
      7:30 to 8:15 a.m.                                                               • How to measure results to show                                                             just anyone.
      Breakfast networking sessions                                                     management how well your creative
      (see Page 9)                                                                      communications are working                                                    Sign up. Dress up. Live it up.
                                                                                      Barbara Leimsner is manager of employee
      8:30 to 9:30 a.m.                                                               communications and publications for Canada
                                                                                      Post Corp.
                                                                                                                                                                      The 2006 Ragan Recognition
      Signs of intelligent life: How to inject
                                                                                                                                                                      Awards Gala and Ceremony
      personality, drama and even a little                                            11:15 to 11:30 a.m.
      sass into your writing                                                          Refreshment break with your speakers                                                   The Oscars of
      Let’s face it. Most corporate writing is just                                   (see Page 9)                                                                     corporate communications
      plain boring. Companies that insist on bland
      communication are throwing money away on                                        11:30 a.m. to 12:30 p.m.                                                        Walk the red carpet and enjoy a
      messages that never get through. The trick                                      Whatever happened to talking? Why                                               formal evening of networking and
      is to inject enough personality in your writing                                 high-tech isn’t the only answer to                                              premier Chicago dining. You’ll be
      to keep employees interested without                                            good communication
      alarming the suits. Editor’s columns, blogs,
                                                                                                                                                                      front and center for the awards
                                                                                      Do you remember what your co-workers look                                       ceremony that honors the best
      feature stories and better executive writing
                                                                                      like? In this high-tech/low-touch era, e-mail,
      all can help give your writing the extra                                                                                                                        and brightest of the 2006 Ragan
                                                                                      text messaging, instant messaging and
      bounce it needs. Steve Crescenzo will
                                                                                      blogging have nearly replaced traditional                                       Recognition Awards! Plus, we’ll
      show you how to:                                                                                                                                                raffle off door prizes including two
                                                                                      communication methods like phone calls,
      • Strike the proper balance between lively                                      “open door” meetings and water cooler                                           complimentary registrations to a
      copy and your corporate culture                                                 chats. Whether it’s lack of time or lack of                                     Ragan Communications Leadership
      • Write an editor’s column that sets the                                        money, no one has the luxury of high-touch                                      Summit (valued at $3,600), one
      tone for your publication—in print or online                                    communication anymore. But what’s the cost?
                                                                                                                                                                      subscription to The Ragan Report
      • Convince executives that a little                                             In this groundbreaking session, Ragan editors
      personality goes a long way toward driving                                      Jim Ylisela and Heather Burns will share the                                    (valued at $329) and one Ragan
      home messages to employees                                                      pitfalls of e-mail, the high cost of instant                                    Communications manual on employee
      • Develop features so employees will                                            messaging, the low return on an all-tech                                        communications (valued at $399).
      spend more time with your publication                                           communication plan and the impact it all has
      Steve Crescenzo is a well-known speaker, con-                                   on you. You’ll learn how to slow down and:                                      Best of all, you’ll have a front-row
      sultant and writer on employee communications.                                  • Determine when it’s appropriate to use                                        seat to view the best employee
      9:30 to 9:45 a.m.                                                                 high-tech communication and when it’s not                                     newsletters, magazines and intranets
                                                                                      • Say “no” to easy answers and quick fixes                                      as well as the awards presentation
      Morning coffee break
                                                                                      • Build credibility, resolve conflict and                                       by Master of Ceremonies Steve
      9:45 to 11:15 a.m.                                                                reward co-workers through face-to-face                                        Crescenzo.
      How to kick-start creativity and get                                              communication tactics
      employees hooked on your publication                                            • Avoid the emotional cost of e-mail, text                                      So join us for cocktails, dinner,
      Today’s swamped communicators don’t have                                          messaging and instant messaging                                               photographs, special guest presenters
      time for creativity. They’re too busy churning                                  • Understand the psychology of traditional                                      and trophies. Think of it as the Oscars
      out communication materials employees                                             communication tactics and why they still
                                                                                                                                                                      of corporate communications!
      aren’t reading because the materials aren’t                                       work (you’ll also hear the psychology of
      creatively written! How can you bring this                                        e-mail and why it’s rarely the answer
      vicious cycle to a screeching halt? In this                                       you’re looking for)                                                           The 2006 Ragan Recognition Awards
      hands-on workshop, one of the field’s top                                       • Communicate it all to your team, your                                         Gala and Ceremony
      talents will help you get the creative juices                                     boss and your employees                                                       April 25, 2006
      flowing again—and show you how to make                                          • Bridge the gap between everyday,                                              Hyatt Regency Chicago
      time to make creativity happen. You’ll learn:                                     unplanned communication and strategic                                         Chicago, Illinois
      • Innovative techniques for communicating                                         communication planning                                                        7:00 p.m.
        feared financial results and the dreaded                                      Heather Burns is the vice president of educational
        CEO “message from the top”                                                    and training services and Jim Ylisela is the                                    See Page 16 to register.
                                                                                      publisher of employee communications at                                         Call 800.493.4867 or browse
      • Ground rules for creative brainstorming                                       Ragan Communications.
        and how to sidestep “creativity busters,”                                                                                                            for more
>>>   Track 1   >>>   Track 1   >>>   Track 1   >>>   Track 1   >>>   Track 1   >>>   Track 1   >>>   Track 1   >>>   Track 1   >>>   Track 1   >>>   Track 1   >>>                                             5
                                  EXECUTIVE COMMUNICATION
    DAY ONE • APRIL 26, 2006                                               OPENING SESSION
                                                                           9:45 to 10:45 a.m.
    8:00 to 8:30 a.m.
                                                                                                        So you want to be                        and the president of the United States.
    Conference breakfast & opening remarks
                                                                                                        a speechwriter?                          There’s nothing he hasn’t seen in
    Mark Ragan, chief executive officer
                                                                                                        A guide to the biz                       speechwriting, and he’ll kick off the
    8:30 to 9:30 a.m.                                                                                   from a man who’s                         executive communication track by sharing
                                                                                                        seen it all                              both the pitfalls and pleasures of the
    Conference keynote: TJ Larkin explains
                                                                                                                                                 speechwriting job. For instance, you’ll
    the “big picture” (see Page 7)                                                              Communication                                    learn how to:
                                                                                                generalists have every
                                                                                                                                                 • Write in someone else’s voice when they
    OPENING SESSION                            >>>                         reason to get involved in speechwriting.
                                                                                                                                                   haven’t quite found it themselves
                                                                           There’s more money, more access to top
    10:45 to 11:00 a.m.                                                    management and a chance to flex your                                  • Cope with the chronic ad-libber who
    Morning coffee break                                                   writing ability. But before you make the                                refuses to read your great words
                                                                           leap into the speechwriting world, attend                             • Survive the pitfalls, challenges and
    11:00 a.m. to noon                                                     this session and hear what Terry Edmonds                                extraordinary perks of speechwriting
    Dump the dreck: How to break away                                      has to say. Edmonds has written for                                   Terry Edmonds was chief speechwriter for
    from convention and write a more                                       university presidents, a nonprofit, a                                 President Clinton and wrote speeches for Sen.
                                                                                                                                                 John Kerry during the 2004 campaign; he’s currently
    creative speech                                                        corporation, a U.S. presidential candidate                            executive speechwriter for Time Warner Inc.
    The truth: Most corporate speeches bomb.
    Executives are timid and giving them                                  of her executive communication team, Katen                             information credibly. Audiences remember
    pedestrian prose is easy money. But that’s                            deploys a targeted multimedia, multichannel                            how a message is delivered as much as
    not how speechwriter Jay Stuller operates.                            communication blitz that has more impact                               the message itself. Employees look to
    He wants his speakers to have fun with the                            than any slew of stand-alone speeches                                  management for signs of leadership, including
    audience, the language and the message.                               could. In this hands-on workshop, veteran                              vision and empathy. Good delivery speaks to
    How does he make it happen? Instead of                                speechwriter Ken Askew will share a case                               knowledge, confidence and trust. In this
    dusting off quotations from dead people, he                           study from an actual Katen speech event                                informative session, you’ll learn how to:
    inserts fresh references to popular culture—                          and demonstrate how the Pfizer executive-                              • Coach your CEO on delivery without
    from David Hasselhoff to “the idiots who                              messaging team crammed a whole                                           appearing to criticize
    re-made the Dukes of Hazzard.” Let this                               communication campaign into one day.                                   • Set the stage by subtly suggesting
    master writer teach you how to:                                       You’ll learn how to:                                                     cadence, pacing and gestures
    • Make high-and-mighty executives appear                              • Combine your engagement with other                                   • Help your leaders develop their own style
      to be in touch with the real world                                    meetings in town—to include key                                        and to be natural, not stiff
                                                                            influencers, customers, vendors and
    • Walk the fine line between being                                                                                                           • Employ video and other techniques to give
      humorous and being mean-spirited                                                                                                             your speaker valuable feedback
                                                                          • Find the right local TV, radio and newspaper
    • Coach your executives on why it’s so                                                                                                       • Use comparison and examples of top
                                                                            representatives to cover your event
      important to take chances and have fun                                                                                                       executives who are good speakers
    Jay Stuller is a California-based freelance speech-                   • Leverage the event’s results with a portfolio                        Charles Pizzo is a longtime speaker, writer and
    writer who has written for many Fortune 500 CEOs;                       of targeted communication strategies                                 seminar leader. He is a former chairman of the
    he was chief speechwriter at Chevron.                                 • Measure the impact of the whole bundle                               International Association of Business
                                                                            and its effect on the company’s reputation                           Communicators.
    Noon to 1:30 p.m.
                                                                            and the executive’s profile                                          4:45 to 5:15 p.m.
    Networking lunch with your peers                                      Ken Askew is senior director of executive com-
    (see Page 9)                                                          munication at Pfizer Global Pharmaceuticals.
                                                                                                                                                 30 terrible ideas in 30 minutes:
                                                                                                                                                 What you should never do again
    1:30 to 3:00 p.m.                                                     3:00 to 3:30 p.m.                                                      (see Page 13)
    How to get more out of an executive                                   Refreshment break with your speakers
                                                                                                                                                 5:30 to 7:00 p.m.
    speech than you ever dreamed—and                                      (see Page 9)
    measure the impact                                                                                                                           Conference cocktails and conversation
                                                                          3:30 to 4:30 p.m.                                                      (see Page 9)
    Karen Katen, Pfizer vice chairman and
                                                                          Executive coaching: How to make the
    president of Pfizer Human Health, is an
    incredibly busy woman. When she devotes                               boss look as good as your words sound
    a day of her schedule to a speech, she can’t                          In today’s media savvy society, organizations
    afford to only give a speech. With the help                           are judged by the ability of leaders to convey

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                                                                                                                                                                      It would take weeks of
                                                                                                                                                                      research and study to
                                                                                                                                                                      learn the latest trends in
                                                                                                                                                                      corporate communications.

      DAY TWO • APRIL 27, 2006                                                        and presentations again after you attend this                                        Or you could spend one hour
                                                                                      highly interactive session and learn how to:                                         with TJ Larkin.
      7:30 to 8:15 a.m.                                                               • Distinguish between traditional speeches
      Breakfast networking roundtables                                                  and the Leadership Talk, and discover
      (see Page 9)                                                                      why the Talk is much more effective
                                                                                      • Employ the basic processes involved in                                                             Dr. TJ Larkin
      8:30 to 9:30 a.m.
                                                                                        writing a Leadership Talk
      Speechwriting: How to survive                                                                                                                                                        Conference Keynote
                                                                                      • Analyze an audience, bring deep belief to
      the most tumultuous part of the                                                                                                                                                      Wednesday,
                                                                                        the speaking situation and have the
      communication profession                                                                                                                                                             April 26, 2006
                                                                                        audience take the right action for the
                                                                                        right results                                                                                      8:30 to 9:30 a.m.
      Sure. Few people actually aspire to become
      professional speechwriters. But once they                                       Brent Filson works with leaders on communica-
                                                                                      tion strategies; he’s author of two dozen books on
                                                                                                                                                                      You can learn to write better and can find
      get hooked, they usually want to stay. The                                                                                                                      more creative ways to communicate your
                                                                                      the subject.
      question is how, especially in an era when                                                                                                                      message. You can tackle the tough issues
      speechwriting clients experience such high                                      11:15 to 11:30 a.m.                                                             of the day with technological advances.
      turnover and burnout. In her 15 years of                                        Refreshment break with your speakers                                            And, you can improve your relationship
      speechwriting, Chris Solie has come to view                                                                                                                     with clients to build a better career. You
                                                                                      (see Page 9)
      executive communications as an honorable                                                                                                                        can do all that and more, but if you don’t
      and noble profession worthy of anyone’s                                         11:30 a.m. to 12:30 p.m.                                                        know where you fit in the proverbial “big
      career aspirations. And, she says, it’s one                                     Corporate blogs 2.0: Fact, fiction and how                                      picture,” all that learning is for naught.
      worthy of holding onto in the hurly-burly                                       to take this maturing communications
      business world. In this session, Solie will                                                                                                                     That’s why Ragan Communications
                                                                                      strategy into reality
      provide practical recommendations on                                                                                                                            asked Dr. TJ Larkin, one of the most
      how to:                                                                         It’s only a matter of time before everyone in                                   well-respected and renowned
                                                                                      your company, including the CEO, becomes                                        communication experts in the field, to
      • Approach the craft of executive
                                                                                      a blogger. Already, General Motors Vice                                         share the most important research to
        communications strategically so the
                                                                                      Chairman Bob Lutz and Sun Microsystems                                          date in internal communications. You’ll
        value of your work is apparent to your
                                                                                      COO Jonathan Schwartz are active members                                        hear the best ideas backed by the best
        company as well as to your executive
                                                                                      of the blogosphere—and it’s not a publicity                                     data discovered by the best research.
      • Navigate the politics of your department,
                                                                                      stunt. In this closing session, online marketing                                This is a keynote message that will have
        company, industry and the field of
                                                                                      guru Debbie Weil will cut through the hype                                      an immediate and lasting impact on you,
                                                                                      to show why blogging should be an important                                     your communication products and your
      • Recognize the challenges of working with                                      part of your corporate communications
        executives and their staffs                                                                                                                                   company. You’ll hear the latest thinking on:
                                                                                      strategy. You’ll learn how to:
      Chris Solie is director of internal and executive                                                                                                               • Virtual teams: Are they better than
      communications for Ford Motor Credit Co.
                                                                                      • Identify who in your company should (and                                        face-to-face communication?
                                                                                        shouldn’t) be blogging
      9:30 to 9:45 a.m.                                                                                                                                               • Fear-appeal messages: Do they lead to
                                                                                      • Use the five key ingredients of effective                                       more learning, attitude change and
      Morning coffee break                                                              blogs (and why they include podcasting)                                         behavior change than rational
                                                                                      • Make blogs a sustainable part of your                                           arguments?
      9:45 to 11:15 a.m.
                                                                                        communications strategy                                                       • Information overload: Is it true the
      How to transform your speeches into                                             • Include three key points in your corporate                                      more you give, the less readers get?
      “Leadership Talks”—and your speaker                                               blogging guidelines
      into a leader                                                                                                                                                   • Communication training and genetics:
                                                                                      • Create your own intranet or public blog                                         Do genetics actually influence
      Brent Filson learned about leadership as                                          that can help advance your career                                               understanding?
      a Marine Corps rifle platoon commander.                                         Debbie Weil is the author of the forthcoming
                                                                                      The Corporate Blogging Book. Check out her
                                                                                                                                                                      • Senior executives: Is it possible for
      Since then, through his books, lectures and
                                                                                      blog at                                                     employees to ever really trust them?
      seminars, he has helped boost effective
      leadership for thousands of CEOs and other                                                                                                                      • Recall: What can you do to increase
      leaders. Using his self-titled concept,                                                                                                                           readers’ recall by 100 percent?
      “The Leadership Talk,” Filson has helped                                                                                                                        Since 1985, Dr. TJ Larkin and his business
      speechwriters immediately enhance the                                                                                                                           partner, Sandar Larkin, have been helping
      effectiveness of the writing they do—and                                                                                                                        thousands of communicators improve
      the power of the leaders they do it for. You’ll                                                                                                                 their business through the work of Larkin
                                                                                                                                                                      Communication Consulting. They are
      never go back to writing traditional speeches                                                                                                                   the authors of Communicating Change,
                                                                                                                                                                      a national bestseller.
>>>   Track 2   >>>   Track 2   >>>   Track 2   >>>   Track 2   >>>   Track 2   >>>   Track 2   >>>   Track 2   >>>   Track 2   >>>   Track 2   >>>   Track 2   >>>                                                  7
    DAY ONE • APRIL 26, 2006                                               OPENING SESSION
                                                                           9:45 to 10:45 a.m.
    8:00 to 8:30 a.m.
                                                                                                       Get in or lose out:                       communication guru Shel Holtz will explain
    Conference breakfast & opening remarks                                                                                                       the shift and its impact on you. You’ll learn:
                                                                                                       How technology is
    Mark Ragan, chief executive officer
                                                                                                       changing the very                         • Why companies who engage in the new
    8:30 to 9:30 a.m.                                                                                  nature of internal                          conversation will succeed and how to
    Conference keynote: TJ Larkin explains                                                             communication                               develop your role in that process
    the “big picture” (see Page 7)                                                              The most significant                             • The latest trends in consumer-generated
                                                                                                shift in the history of                            media and how to apply them to your
                                                                                                                                                   company’s communication offerings
    OPENING SESSION                            >>>                         communication is happening right now. You
                                                                           have a choice: Benefit from the change or                             • How to convince management to
    10:45 to 11:00 a.m.                                                    be run over by it. Traditionally, internal                              relinquish control over messages that
    Morning coffee break                                                   communication meant that one person                                     inhibit conversation, no matter what the
                                                                           crafted a message to be delivered to an                                 lawyers say
    11:00 a.m. to noon                                                     audience. Today, communication is a                                   • The role of traditional media in this
    Really Simple Syndication: The basics,                                 conversation that takes place among the                                 changing world and how you can
    the benefits and some success stories                                  audience, often with little or no regard for                            continue to benefit from it
    you can use                                                            internal communicators. Companies                                     Shel Holtz is the principal of Holtz Communication
                                                                           seeking to influence employees can either                             + Technology. He is a popular speaker, writer,
    RSS (Really Simple Syndication) is a powerful,                                                                                               blogger, podcaster and seminar leader.
    easy-to-use tool that can greatly enhance both                         participate in that conversation or be
    internal and external communications. In this                          dismissed. In this important session, online
    can’t-miss session, New Communications
                                                                          read. Or do they? The truth of the matter is                           up a blogging community called “Collective
    Blogzine Managing Editor Jennifer McClure
                                                                          that people will read online if you know how                           Conversations,” where agency staffers,
    will provide a comprehensive overview of
                                                                          to write for the screen. In this hands-on, fun                         clients and outsiders would gather to
    RSS. You’ll learn:
                                                                          session, Shel Holtz will show you:                                     discuss communications and PR-related
    • The basics: What is RSS, how to set up an                                                                                                  issues. It worked, and there’s no reason it
                                                                          • Why online writing has to be so dramatically
      RSS feed and get an RSS reader, and how                                                                                                    can’t work in your organization, too. In this
                                                                            different from what you do in print
      to get started using this tool in your                                                                                                     session, you’ll learn how to:
      organization                                                        • How to take long print stories and
                                                                            recreate them for on-screen reading                                  • Find, train and encourage bloggers in your
    • How RSS reduces e-mail, and keeps your                                                                                                       organization
      readers better informed                                             • How to take advantage of online tools to
                                                                            make your content come alive                                         • Set guidelines to maintain the proper level
    • How to link podcasts with RSS feeds for                                                                                                      of professional decorum, while giving
      powerful communication and training                                 • The five biggest mistakes most people
                                                                            make when writing for the Web                                          bloggers as much freedom as possible
                                                                          • The three things every online story absolutely                       • Use a blogging community to promote
    • How companies like IBM, Intel and                                                                                                            your brand, and position your organization
      Microsoft already use RSS to dramatically                             needs if you want people to read it
                                                                          Shel Holtz is the leader of the popular “Writing                         as a leader in your industry
      improve their communications
                                                                          for the Wired World” seminar, and the author of                        • Attract people to the community—and
    Jennifer McClure is the founder and managing                          Corporate Conversations and Public Relations
    editor of New Communications Blogzine, an                                                                                                      keep them coming back
                                                                          on the Net.
    online publication that studies how blogs, wikis,                                                                                            • Incorporate the latest technology to build
    RSS, podcasts and other new technologies are                          3:00 to 3:30 p.m.                                                        readership
    changing the way people communicate.                                                                                                         Nial Cook is the director of Net Communications
                                                                          Refreshment break with your speakers
                                                                                                                                                 for Hill & Knowlton, and the man who created
    Noon to 1:30 p.m.                                                     (see Page 9)                                                           Collective Conversations. He is based in London.
    Networking lunch with your peers
                                                                          3:30 to 4:30 p.m.                                                      4:45 to 5:15 p.m.
    (see Page 9)
                                                                          How a “blogging community” can                                         30 terrible ideas in 30 minutes:
    1:30 to 3:00 p.m.                                                     promote consistent communication                                       What you should never do again
    Against all odds: Writing online copy                                 and re-energize your brand                                             (see Page 13)
    that people will read                                                 When the communication professionals at
                                                                                                                                                 5:30 to 7:00 p.m.
    We’ve all heard it before, and we’ll no doubt                         Hill & Knowlton decided they wanted
    hear it again: People don’t read online. They                         employees to learn about blogs, they knew                              Conference cocktails and conversation
    skim. They scan. They click. But they don’t                           there was just one way—get them to blog.                               (see Page 9)
                                                                          To do that, the company’s communicators set
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                                                                                                                                                                      You’ve come hungry
                                                                                                                                                                      for information.
      DAY TWO • APRIL 27, 2006                                                        at large. In this practical session, you’ll                                     We’ve got that, and some
                                                                                      learn how to:
      7:30 to 8:15 a.m.                                                               • Launch your blog with a bang—and draw
                                                                                                                                                                      pretty great food to boot.
      Breakfast networking roundtables                                                  interested readers right from the start
      (see Page 9)                                                                    • Write with an underground flavor that                                         Networking lunch with your peers
                                                                                        draws in cynical readers —without making                                      April 26, 2006 • Noon to 1:30 p.m.
      8:30 to 9:30 a.m.
                                                                                        management nervous                                                            This isn’t your traditional conference lunch.
      Hubba-hubba: How State Farm’s                                                   • Cover serious business topics with a                                          Nope. Forget those stuffy sit-down meals
      intranet-based communication “hub”                                                personal flair that makes the online                                          where everyone has to crane their necks
      connects a spread-out work force                                                  column fun and interesting to read                                            to hear the “guest” speaker. The guests
      When your communication department is                                           • Set up your guidelines for comments, so                                       at this lunch are you and your peers and
      spread across the country, as is the case                                         everything stays on a professional level                                      the point is to network. Join us for a great
      at State Farm Insurance, you’ve got to find                                     • Run your blog like a “benign dictatorship”—                                   box lunch and sit where you like, with the
      a way to connect. State Farm employed                                             so employees feel free to respond, and                                        people who share the same challenges
      an innovative approach called the                                                 know they have to follow the rules that                                       you do. We’ll provide some questions to
      Communication Hub, using its intranet to                                          you have set up                                                               get those brains moving, and the rest is up
      help communicators find the tools and                                           Dan Miller is a senior editor at Toyota Motor Sales.                            to you! Leave with your notebook (and
      resources they needed to develop and                                                                                                                            your address book) full of new ideas,
      deliver effective, consistent communication                                     11:15 to 11:30 a.m.
                                                                                                                                                                      new solutions and new friends!
      campaigns. In this creative session, hear                                       Refreshment break with your speakers
      from the communicators who are using the                                        (see Page 9)
      Hub and learn how to:                                                                                                                                           Breakfast networking sessions
                                                                                      11:30 a.m. to 12:30 p.m.                                                        April 27, 2006 • 7:30 to 8:15 a.m.
      • Set up, maintain and use a hub of your
        own to streamline communication efforts                                       That’s infotainment: Use an online                                              Sure, the hour is early, but the coffee and
      • Improve consistency in developing                                             “roving reporter” program to turn                                               conversation will be flowing! Join your
        communication plans for events, projects                                      employees into brand ambassadors                                                peers in one of these targeted networking
        and other strategies                                                          When research showed that Philips                                               sessions. No need to pre-register: just
      • Use your hub to communicate top-of-mind                                       Electronics employees had no real                                               grab a muffin and head into the session
        issues; provide strategic communication                                       connection to the company’s products,                                           of your choice. Come find out about the
        resources and networking opportunities,                                       communicator Cameron Batten got to                                              best practices in the industry, get your
        showcase speech samples, style guides,                                        work. Batten created an intranet-based                                          colleagues’ best ideas in exchange for
        rules on brand and measurement                                                “Roving Reporter” program that uses                                             your own, and make contacts that will
        resources; and manage message points                                          video, blogs and other tools to educate                                         help you solve future problems. Continental
      Cheryl Lewis is a speechwriter at State Farm and                                employees about Philips products—and                                            breakfast will be served.
      has worked throughout internal communications                                   turn them into ambassadors for the
      in her 20-year career. Sarah Gentry-Aubry, an                                   company. In this session, learn how to:
      intranet consultant at State Farm, has been in
                                                                                      • Create a fun, interactive, “infotainment”                                     Refreshment breaks with your speakers
      technology and communications at the company
      for the past four years.                                                          intranet site that employees will flock to                                    April 26, 2006 • 3:00 to 3:30 p.m.
                                                                                      • Bring every employee to your next trade                                       April 27, 2006 • 11:15 to 11:30 a.m.
      9:30 to 9:45 a.m.
                                                                                        show so they can see the latest products
      Morning coffee break                                                              in action                                                                     Here’s your chance to spend a little more
                                                                                                                                                                      time with our speakers in a casual and
      9:45 to 11:15 a.m.                                                              • Find regular employees to serve as
                                                                                                                                                                      relaxed setting. Don’t miss out on this
                                                                                        “co-anchors” in a fun, informative video
      Everybody’s talking: How an editor’s blog                                                                                                                       great networking opportunity!
      can spark discussion, debate and                                                • Use quizzes, daily diaries and other tools
                                                                                        to get employees to come to the intranet
      great ideas
                                                                                        every day                                                                     Conference cocktails and conversation
      So you think your culture is too conservative,                                  Cameron Batten is a communications project                                      April 26, 2006 • 5:30 to 7:00 p.m.
      corporate and buttoned down to accept an                                        manager at Philips Electronics North America,
      editor’s blog? Think again. Dan Miller is an                                    and the leader of the company’s Brand                                           Kick around the day’s events and talk
      editor at Toyota—as corporate a company                                         Ambassador program.                                                             with your colleagues while enjoying
      as there is these days—and his blog,                                                                                                                            hors d’oeuvres and drinks, compliments
      “Speaking Out” has everyone at the company                                                                                                                      of Ragan Communications.
      talking. It’s fueling discussions about Toyota,
      the competition and the automotive industry
>>>   Track 3   >>>   Track 3   >>>   Track 3   >>>   Track 3   >>>   Track 3   >>>   Track 3   >>>   Track 3   >>>   Track 3   >>>   Track 3   >>>   Track 3   >>>                                               9
                                   HR COMMUNICATIONS
    DAY ONE • APRIL 26, 2006                                                OPENING SESSION
                                                                            9:45 to 10:45 a.m.
    8:00 to 8:30 a.m.
                                                                                                        Big ideas, workable                      and design. You’ll see examples of PepsiCo’s
    Conference breakfast & opening remarks                                                                                                       award winning communications including a
                                                                                                        solutions: How
    Mark Ragan, chief executive officer                                                                                                          401(k) booklet and video that explains the
                                                                                                        PepsiCo approaches
    8:30 to 9:30 a.m.                                                                                   HR communications                        program in layman’s terms. Wade will explain
                                                                                                                                                 the benefits of effective relationships with
    Conference keynote: TJ Larkin explains                                                       Are you reaching
                                                                                                                                                 other company communications teams and
    the “big picture” (see Page 7)                                                               everyone, regardless
                                                                                                                                                 will show you how to link HR messages to
                                                                                                 of their particular need
                                                                                                                                                 business objectives. After attending this
    OPENING SESSION                             >>>                         or work environment? Do your HR folks in
                                                                                                                                                 captivating opening session, you’ll be
                                                                            the field have what they need to deliver
    10:45 to 11:00 a.m.
                                                                                                                                                 ready to:
                                                                            your messages? Do you have a good
                                                                            working relationship with other internal                             • Conduct an internal audit to uncover
    Morning coffee break
                                                                            communications teams? Bernadette Wade,                                 where communication is working and
    11:00 a.m. to noon                                                      director of HR communications at PepsiCo                               where it’s not
    Online, all the time: How to communicate                                Inc., is here to share her insights into the big                     • Explain crucial HR information in ways all
    employee benefits the simple way                                        ideas of human resource communications.                                employees can understand
                                                                            In this captivating overview of our HR                               • Identify and work with critical field
    When employees don’t know about the
                                                                            track, Wade will provide an inside look at                             employees who can make or break your
    benefits a company offers, and don’t know
                                                                            how to develop relevant and inclusive                                  HR efforts
    where to go to get that information, they
                                                                            communications targeted to a diverse work                            Bernadette Wade is director of human resource
    become disengaged and unmotivated to                                                                                                         communication at PepsiCo Inc.
    give their best to the business of business.                            force. She’ll provide tips on Web site content
    In this important session, Wachovia Corp.’s
                                                                           transparency, communicators need to                                    more ownership of their careers, health care
    HR online communication manager will
                                                                           intimately understand executive compensation                           and retirement. For a 100-year-old company
    show you how to recapture employees’
                                                                           programs and be able to talk and write about                           with second- and third-generation employees
    attention and revamp your benefits content
                                                                           them in detail. In this highly interactive and                         who grew up in a paternalistic “entitlement”
    on the company intranet site. Take action
                                                                           fun workshop, you’ll learn how to:                                     culture, lowering benefit and pension
    and educate readers on the important
                                                                           • Communicate the current trends and                                   allowances constitutes major change! In this
    decisions surrounding their health, retirement
                                                                             pressures in executive compensation                                  session, you’ll hear about the specific steps
    and other benefit options. You’ll learn how to:
                                                                           • Talk the talk and understand the importance                          International took. You’ll learn how to:
    • Create a best-practice benefit site
                                                                             of various executive compensation terms,                             • Work with your HR department to create a
    • Test your site for best business effectiveness                                                                                                plan that addresses important changes
                                                                             such as“dilution,” “run rate” and
    • Secure buy-in from senior leaders and                                  “performance shares”                                                   long before they’re enacted
      legal consultants                                                                                                                           • Explain complicated business decisions in
                                                                           • Discuss your compensation structure
    • Design consistent page templates for your                                                                                                     a way that makes sense for employees
                                                                           • Strategize and plan with your organization’s
      benefit plans                                                                                                                               • Create an HR communication team with
                                                                             top leaders
    Catie Cowher is the HR online communication                                                                                                     representatives from all areas of the
                                                                           Terri Ehrenfeld is a principal and communication
    manager of Wachovia Corp.
                                                                           business leader with Mercer HR Consulting.                               company
    Noon to 1:30 p.m.                                                                                                                             • Engage employees to help them understand
                                                                           3:00 to 3:30 p.m.
    Networking lunch with your peers                                                                                                                how business decisions are made, and how
                                                                           Refreshment break with your speakers                                     changes fit into the overall company vision
    (see Page 9)                                                           (see Page 9)                                                           Greg Elliott is the vice president of corporate human
    1:30 to 3:00 p.m.                                                                                                                             resources at International Truck and Engine Corp.
                                                                           3:30 to 4:30 p.m.
    Lift the curtain: Explain executive                                    The end of the world as we know it:                                    4:45 to 5:15 p.m.
    compensation to those who don’t get it                                 Communicate major benefit changes                                      30 terrible ideas in 30 minutes:
    There was a time when the details of                                                                                                          What you should never do again
                                                                           Recent changes to pension plans and updates
    executive compensation programs were                                                                                                          (see Page 13)
                                                                           on health-care options had left the employees
    cloaked in secrecy. If you weren’t in “the
                                                                           at International Truck and Engine Corp feeling
    club,” then you didn’t know what club                                                                                                         5:30 to 7:00 p.m.
                                                                           tense and confused. Aggressive corporate
    members received. If the real story got out,                                                                                                  Conference cocktails and conversation
                                                                           goals for growth and profitability had led the
    employees were left feeling angry,                                                                                                            (see Page 9)
                                                                           company to establish entirely different ways
    unimportant and confused. In today’s era of
                                                                           of operating, leaving employees to take on
10 Track 4 > > > Track 4 > > > Track 4 > > > Track 4 > > > Track 4 > > > Track 4 > > > Track 4 > > > Track 4 > > > Track 4 > > > Track 4 > > > Track 4 > > > Track 4 > > > Track 4 > > > Track 4 > > > Track 4 > > > Track 4
                                                                                                                                                                      Register early
                                                                                                                                                                           and SAVE!
                                                                                                                                                                      Maximize your conference ROI
      DAY TWO • APRIL 27, 2006                                                        vice president and director of employee
                                                                                                                                                                      when you register early! Submit
                                                                                      engagement practice at Edelman. Learn
      7:30 to 8:15 a.m.                                                               how to:                                                                         your registration before March 10,
      Breakfast networking roundtables                                                • Coordinate internal branding initiatives                                      2006, and save $100!
      (see Page 9)                                                                      with external branding promises
                                                                                      • Communicate through print, online and                                         Plan to attend with a colleague?
      8:30 to 9:30 a.m.
                                                                                        face-to-face methods to drive home the
      What’s an employee worth? Link work-                                              value of HR benefit programs                                                  Call 800.493.4867 for information
      force value to benefits, employee                                               • Make the higher cost of health care                                           about additional savings for groups.
      recognition and career advancement                                                understandable to employees
      The executives and communication experts                                        • Reach difficult-to-reach employees with
      at Sepracor Pharmaceuticals know that                                             HR-related communication                                                      4 ways to register:
      employees are more valuable than any                                            • Engage managers to educate employees
      spreadsheet. To prove it, they created an                                         about compensation and benefits                                               1 Call 800.493.4867
      “employment value proposition” campaign—                                        The panel: Laurie Czolgosz Bischel is the associate
      an internal brand exercise that offered                                         director of employee communications with                                        2 Fax the registration form to:
      engaging, credible facts about the Sepracor                                     Chicago Mercantile Exchange. She previously                                       312.960.4105
      employee experience. In this lively and                                         reported through human resources. Kristin Kelly
                                                                                      is the director of corporate communications with
      informative case study, you’ll get an inside                                    Owens Corning and reports to human resources.
                                                                                                                                                                      3 Browse
      look at a plan for building a work force                                        Teresa Paulsen is the senior director of employee                       
      brand and communicating employment                                              communication at ConAgra Foods and reports
      value. Walk away from this session ready to:                                    through corporate affairs. Denise Ertell is the                                 4 Mail the completed registration
      • Create a benchmark of perceived value
                                                                                      director of corporate communications at Abbot.                                    form (see Page 16) to:
        through in-depth employee interviews                                          11:15 to 11:30 a.m.                                                               Lawrence Ragan
        and focus groups                                                              Refreshment break with your speakers                                              Communications, Inc.
      • Use a work-force brand campaign to                                            (see Page 9)                                                                      111 E. Wacker Drive, Suite 500
        improve internal job bidding and career                                                                                                                         Chicago, IL 60601
        path development                                                              11:30 a.m. to 12:30 p.m.
      • Link benefit and compensation materials,                                      It’s not just the money: How to
        employee referral and recognition                                             demonstrate the real value of benefits
        programs, and manager toolkits to your                                        If your company were to “reward” every
        employment value proposition campaign                                         employee with an $18,000 new car, morale
      Regina Detore is the vice president of human                                    would certainly improve. So why, despite
      resources at Sepracor Pharmaceuticals and
      David Jackson is a principal and worldwide                                      the average annual cost employers pay for
      partner at Mercer HR Consulting.                                                each employee’s benefit plan ($18,000), are
                                                                                      most employees unhappy with benefits?
                                                                                                                                                                      Fly a friend for FREE!
      9:30 to 9:45 a.m.                                                               Simple. Employees don’t understand the real
      Morning coffee break                                                            value of their benefits, and that’s a problem                                   When you register (and pay) for
                                                                                      you can help solve. Walk away from this                                         the Corporate Communicators
      9:45 to 11:15 a.m.
                                                                                      closing session prepared to:                                                    Conference, you’ll receive a
      Friends or foes? How human resources                                            • Describe benefits as rewards
      and corporate communications work                                                                                                                               companion airline ticket (a $500
                                                                                      • Communicate the value (not just the cost)
      (or don’t work) together                                                          of benefits                                                                   value) for free!
      You know how it is. You’re in corporate                                         • Use meaningful, consumer-oriented benefit
      communications. They’re in HR. Or vice versa.                                     communication techniques                                                      Your airline voucher will be mailed
      You don’t want to talk to them and they’re                                      • Get employees more involved in controlling                                    to you on receipt of payment.
      always talking about you. And upper                                               health-plan costs
      management wonders why communication
                                                                                      • Set communication measures that matter—
      is failing. If you can’t get along with your
                                                                                        for recruiting, retaining and rewarding
      HR or communications team, you can’t
                                                                                        high-performing employees
      communicate well to the masses. So how do
                                                                                      Dennis Ackley is the president of Ackley
      you go about forging better relationships?                                      Associates with 25 years of experience in
      Find out in this one-of-a-kind panel                                            employee communication.
      moderated by Christopher Hannegan, senior
>>>   Track 4   >>>   Track 4   >>>   Track 4   >>>   Track 4   >>>   Track 4   >>>   Track 4   >>>   Track 4   >>>   Track 4   >>>   Track 4   >>>   Track 4   >>>                                         11
                                   CAREER BUILDER
    DAY ONE • APRIL 26, 2006                                                OPENING SESSION
                                                                            9:45 to 10:45 a.m.
    8:00 to 8:30 a.m.
                                                                                                        Comeback kids:                           and reinvented themselves. In this exciting
    Conference breakfast & opening remarks                                                                                                       opening session, you’ll learn how to:
                                                                                                        How Arizona Public
    Mark Ragan, chief executive officer                                                                                                          • Become a valuable business partner, not an
                                                                                                        Service moved
    8:30 to 9:30 a.m.                                                                                   communications                             order taker, in each of your operating areas
                                                                                                        from the “backwater”                     • Move employee communication from an
    Conference keynote: TJ Larkin explains
                                                                                                                                                   afterthought to an important part of your
    the “big picture” (see Page 7)                                                                      to the board room
                                                                                                                                                   company’s business strategy
                                                                                                Several years ago, the
                                                                                                                                                 • Enlarge your “span of influence” within
    OPENING SESSION                             >>>                                             communication pros at
                                                                                                                                                   the organization
                                                                                                Arizona Public Service
    10:45 to 11:00 a.m.
                                                                                                                                                 • Assess your team’s strengths and use
                                                                                                were out of touch.
                                                                                                                                                   them to best serve your internal clients
    Morning coffee break                                                                        Planning was more
                                                                                                                                                 • Build credibility by enhancing your
                                                                                                reactive than productive
    11:00 a.m. to noon                                                                                                                             knowledge of your business and industry
                                                                                                and internal clients
                                                                                                                                                 • Move your own team culture from one of
    Career insurance: Make yourself the                                                         were frustrated by a
                                                                                                                                                   “cube-ville” to a fast-paced, real-time,
    “go-to” person in your organization                                                         perceived lack of
                                                                                                                                                   out-in-the-field, sense-of-urgency
    A job description usually represents the                                business knowledge on the part of their
                                                                                                                                                   newsroom mentality
    minimum criteria. To make yourself                                      communication consultants. There were
                                                                                                                                                 • Create and maintain a “communication
    indispensable, you have to go above and                                 even whispers (loud ones) of outsourcing
                                                                                                                                                   expectation” among your employees
    beyond the call of duty and demonstrate                                 the entire communications function. So                               Janie Holmes-Davis is the manager of internal
    personal leadership. Marketing yourself can                             these communicators rolled up their sleeves,                         communications and Kevin Snow is a communi-
    be as simple as developing an in-depth                                  took a hard look at how they were operating                          cations consultant for Arizona Public Service.
    understanding of the organization, its
    business plan and vision. Then, you’ll become                          you’ve got to become a master at analyzing                             lead and inspire. Take this practical session
    a subject-matter expert—the “go to” person                             and managing processes in a way that                                   on leadership development and learn how to:
    others can’t do without. The name of the                               respects the challenges of your business.                              • Understand the characteristics of all leaders
    game is career insurance. In this session,                             Managing words alone won’t cut it, but                                   and how you can incorporate them into
    you’ll learn how to:                                                   focusing on processes as an internal                                     your day-to-day business activities
    • Grow professionally by getting more                                  consultant will. Learn how to do just that in                          • Determine the most important contributions
      involved in your organization                                        this important session, where you’ll also                                you bring to your organization as a
    • Tackle the big issues by employing a                                 learn how to:                                                            communication professional and leader
      strategic focus                                                      • Identify where process analysis fits in an                           • Report communication results consistently
    • Seek out platforms to enhance your visibility                          internal communication consulting model                                to other departments
    • Demonstrate responsibility and ethics at                             • Target the business cycles you and your                              • Cultivate winning relationships with other
      the executive table                                                    team can influence the most                                            leaders
    Charles Pizzo, a writer, speaker and communica-
                                                                           • Map and analyze a business process                                   • Find the best resources within your
    tions consultant, is a former chairman of the                          • Successfully pitch your analysis, findings                             organization to help you cultivate your
    International Association of Business                                    and recommendations                                                    leadership expertise
    Communicators.                                                         Stacy Wilson is president of Eloquor Consulting.                       Kathy Collura is president of Collura Consulting.
    Noon to 1:30 p.m.                                                      3:00 to 3:30 p.m.                                                      4:45 to 5:15 p.m.
    Networking lunch with your peers                                       Refreshment break with your speakers                                   30 terrible ideas in 30 minutes:
    (see Page 9)                                                           (see Page 9)                                                           What you should never do again
    1:30 to 3:00 p.m.
                                                                                                                                                  (see Page 13)
                                                                           3:30 to 4:30 p.m.
    From editor to leader: How to analyze                                  What business needs to build: Leaders.                                 5:30 to 7:00 p.m.
    your internal processes                                                Do you have what it takes?                                             Conference cocktails and conversation
    Mention “process” and everyone’s eyes glaze                            What keeps CEOs up at night? Studies show                              (see Page 9)
    over. But that’s exactly what connects                                 it’s the shortage of capable leaders in their
    everything in your organization. One small                             organizations. The good news is that the old
    piece gets thrown out of whack and                                     adage isn’t always true: Some of the
    communication fails. If you want to move                               greatest leaders are made, not born. With the
    from the editor’s desk to a leadership role,                           right motivation and training, you can learn to

12 Track 5 > > > Track 5 > > > Track 5 > > > Track 5 > > > Track 5 > > > Track 5 > > > Track 5 > > > Track 5 > > > Track 5 > > > Track 5 > > > Track 5 > > > Track 5 > > > Track 5 > > > Track 5 > > > Track 5 > > > Track 5
      DAY TWO • APRIL 27, 2006                                                        communicator is to approach your job from
                                                                                      a business perspective. What outcomes are
      7:30 to 8:15 a.m.                                                               needed? What behaviors do you want to
      Breakfast networking sessions                                                   change? How does communication really                                           30 terrible ideas
                                                                                      affect the business? Communication
      (see Page 9)
                                                                                      consultant and accredited business                                              in 30 minutes:
      8:30 to 9:30 a.m.                                                               communicator Janie Brill will share effective
                                                                                      practices to help you make the move from
                                                                                                                                                                      What you should
      The ultimate leadership challenge:
      How to manage yourself                                                          day-to-day wordsmith to communication                                           never, ever do again
      Check in with leadership expert Kellie Garrett                                  strategist. This hands-on, interactive
                                                                                      session will help you:                                                          General session
      and walk away with a new appreciation for
      your personal leadership style. What the                                        • Elevate your profile as a business                                            4:45 to 5:15 p.m.
      heck is leadership and why do business                                            communicator                                                                  April 26, 2006
      gurus and MBA schools care about it so                                          • Engage others in your organization in
      much? Why is it that leadership is no longer                                      your communication efforts                                                    OK, so we’ve got our share
      reserved for those in “management”                                              • Create a communication strategy to guide                                      of journalism experts,
      positions? Every time you communicate,                                            your work                                                                     corporate communicators
      you exhibit leadership qualities (or don’t)                                     • Measure the effectiveness of your
                                                                                        communication in driving business results                                     and Ragan editors here
      and position yourself for continued growth
      in your company, stagnation or failure.                                         Janie Brill, ABC, is a communication consultant                                 to talk shop. But in this
                                                                                      with Watson Wyatt Worldwide.                                                    30-minute session, we’re
      Leadership is about being self-focused; only
      by understanding how you impact others                                          11:15 to 11:30 a.m.                                                             not going to tell you what
      can you demonstrate the skills you need to                                      Refreshment break with your speakers                                            you should be doing, but
      succeed, particularly in an upper-level                                         (see Page 9)
      career. In this humorous and enlightening
                                                                                                                                                                      rather what you shouldn’t.
      session, you’ll learn how to improve your                                       11:30 a.m. to 12:30 p.m.                                                        That’s right! Close out
      ability to manage yourself and realize your                                     How to manage a creative team of                                                Day One by joining this
      leadership potential. You’ll walk away with:                                    outside vendors when you’re coming                                              hilarious and revealing
      • An appreciation of self-management from
                                                                                      at it from the inside                                                           wrap-up of everything that’s
        one of the industry’s leading speakers
                                                                                      Just because your creative team works in                                        horrific in organizational
        and teachers
                                                                                      an ad agency, PR firm or at home doesn’t
      • An overview of what it takes to be a
                                                                                      mean your expectations of quality and
                                                                                                                                                                      communications. You’ll
        modern leader                                                                                                                                                 hear 30 of the worst story
                                                                                      timeliness are any different than if they
      • 10 ways to increase your own leadership
                                                                                      worked down the hall. You still want every                                      ideas, worst processes,
                                                                                      project to come in on time and on budget.                                       worst words and phrases,
      • A personal brand model you can use to
                                                                                      You want your team to be as excited as you
        plot your desired impact on others
                                                                                      are about your communication strategy.
                                                                                                                                                                      worst mistakes and worst
      • A reading list of articles and books to                                                                                                                       communication faux pas
                                                                                      You know how important it is that everyone
        consider on your leadership quest
      Kellie Garrett, ABC, is senior vice president of
                                                                                      understands your business needs. And you                                        we’ve ever seen. Bring
      strategy, knowledge and reputation at Farm Credit                               expect concepts and ideas that are creative                                     some of your own bad
      Canada and holds a master’s degree in leadership                                and fresh. In this closing session, one of
      and training.                                                                   your peers will show you how to get more
                                                                                                                                                                      ideas and share them with
                                                                                      out of your creative team, even if they don’t                                   the group! Walk away
      9:30 to 9:45 a.m.
                                                                                      report to you. You’ll learn how to:                                             from this 30 minutes
      Morning coffee break                                                            • Help creatives match their skills with your                                   knowing what you
      9:45 to 11:15 a.m.
                                                                                        business strategies
                                                                                      • Communicate your needs with vendors
                                                                                                                                                                      should never do again!
      The credible communicator: How to                                                 and freelancers
      become a strategic business partner                                             • Motivate others to deliver projects on
      Word is getting out. Communication is no                                          time and on budget
      longer a “soft” function. It drives business                                    • Give your team what they need to create
      performance and is a key contributor to                                           fresh concepts the first time around
      organizational success. In that light, the                                      Denise Edwards is the manager of marketing and
      best way to increase your value as a                                            communication at The Clara Abbott Foundation.

>>>   Track 5   >>>   Track 5   >>>   Track 5   >>>   Track 5   >>>   Track 5   >>>   Track 5   >>>   Track 5   >>>   Track 5   >>>   Track 5   >>>   Track 5   >>>                                  13
                                   DESIGN AND PHOTOGRAPHY
    DAY ONE • APRIL 26, 2006                                                OPENING SESSION
                                                                            9:45 to 10:45 a.m.
    8:00 to 8:30 a.m.
                                                                                                        More than eye candy:                     appropriate influence of design in today’s
    Conference breakfast & opening remarks                                                                                                       ever-changing publication landscape. You’ll
                                                                                                        How to design your
    Mark Ragan, chief executive officer                                                                                                          learn how to:
                                                                                                        publication to meet
    8:30 to 9:30 a.m.                                                                                   strategic objectives                     • Apply the four objectives of graphics in
                                                                                                                                                   corporate publications
    Conference keynote: TJ Larkin explains                                                       Graphic design, whether
                                                                                                                                                 • Understand the science of graphic design
    the “big picture” (see Page 7)                                                               you do it yourself or work
                                                                                                                                                   and how your choices draw readers into
                                                                                                 with an artist, is really
                                                                                                                                                   a publication
    OPENING SESSION                             >>>                         just visual manipulation and seduction. Done
                                                                                                                                                 • Separate professional designers from the
                                                                            well, design adds a level of value to your
    10:45 to 11:00 a.m.
                                                                            corporate publication that editorial can’t do
                                                                                                                                                 • Recognize what design can and can’t do,
    Morning coffee break                                                    alone. On the other hand, design also can
                                                                                                                                                   and why it matters so much to editors
                                                                            overwhelm or disguise your copy.
    11:00 a.m. to noon                                                                                                                           • Tell the difference between creative and
                                                                            In this important session opener, industry                             compulsive design and what’s best for
    Is a picture worth a thousand bucks? How                                expert and self-described “communication                               your publication
    to convince your boss that photography                                  goddess” Mary Pretzer Walker will share her                          Mary Pretzer Walker is an international business
    adds value to the company’s mission                                     years of experience in corporate graphic                             communications specialist, speaker and writer. She
    Think about this: If you were the chief financial                       design to help you help others (the boss,                            is the author of Creative Low Budget Publication
                                                                            specifically) understand the strategic value                         Design and has written hundreds of articles for
    officer at your company, would you approve                                                                                                   magazines, newsletters and Web sites.
    a corporate publication budget that includes                            of a well-designed publication, and the
    photography? Why or why not? If your answer
                                                                           to improve the photos in your publication, this                        closely to ensure the company publication
    is no, or if you’d say yes but can’t communi-
                                                                           90-minute workshop will show you what it                               addresses business goals issue after issue.
    cate why you’d approve such a request, then
                                                                           takes. Jean Clough, a 30-year veteran in                               Whether it’s compelling headlines, intriguing
    don’t miss this session! Junu Kim, managing
                                                                           press photography will teach you how to:                               color selections, artistic fonts, large polished
    editor of the award-winning magazine, Boeing
                                                                           • Make a plan for your photos                                          photos or simple, streamlined graphics, they
    Frontiers, will tell you how he convinced
                                                                           • Determine the best content, composition,                             choose the best words and art to create a
    the bean counters in his organization that
                                                                             lighting and angle for every photo you take                          winning publication. If you’re looking for a
    photography was a must have in the corporate
                                                                                                                                                  case study that proves editors can and do
    publication and deserved a big line item in                            • Run a photo session smoothly, whether
                                                                                                                                                  work well with their designers, this is the
    the budget. You’ll learn how to:                                         you’re photographing a prickly executive
                                                                                                                                                  session for you. You’ll learn how to:
    • Communicate the strategic purpose of                                   or a squirmy 3 year old
                                                                                                                                                  • Use visual appeal and captivating stories
      photography to the one reader who matters                            • Use a simple digital camera to put your
                                                                                                                                                    so your newsletter reflects your
      most: the boss                                                         photo plan into practice (you’ll even get
                                                                                                                                                    organization’s business agenda
    • Make an argument for photography when                                  assignments and have the chance to
                                                                             review your work with conference peers)                              • Win officer and reader approval through
      you have no photography budget to speak of
                                                                           Jean Clough is a photojournalist specializing in                         story development and artistic choices
    • Take action when your boss approves your
                                                                           on-location photos of people at work. She worked                       • Involve your designer in the editorial
      request: what kinds of photos to include,                            for several years for Jewel Companies Inc. in its                        process to elicit fresh, engaging ideas
      where to put them and how to communicate                             corporate communications department.                                   Kevin Snow, ABC, is the editor and communications
      with your photographer                                                                                                                      consultant with Arizona Public Service and Mary
    Junu Kim is the managing editor of Boeing                              3:00 to 3:30 p.m.
                                                                                                                                                  Scanlon is the principal of Ember Design.
    Frontiers, the employee magazine of The Boeing Co.                     Refreshment break with your speakers
                                                                           (see Page 9)                                                           4:45 to 5:15 p.m.
    Noon to 1:30 p.m.
                                                                                                                                                  30 terrible ideas in 30 minutes:
    Networking lunch with your peers                                       3:30 to 4:30 p.m.
                                                                                                                                                  What you should never do again
    (see Page 9)                                                           On the same page: How an editor/                                       (see Page 13)
    1:30 to 3:00 p.m.                                                      designer team produces a top-notch pub
                                                                                                                                                  5:30 to 7:00 p.m.
    Picture this: The not-so-fine art of taking                            When Kevin Snow became the editor of the
                                                                           Arizona Public Service employee newsletter,                            Conference cocktails and conversation
    a decent photo                                                                                                                                (see Page 9)
                                                                           he still had a lot to learn about producing a
    You’ve written the story, you’ve done the page                         publication. Today, this editor knows everything
    layout and now you have to take the picture,                           it takes to produce a newsletter from A to Z,
    too? Sound familiar? If you’re looking for ways                        including design. Snow and his designer work
14 Track 6 > > > Track 6 > > > Track 6 > > > Track 6 > > > Track 6 > > > Track 6 > > > Track 6 > > > Track 6 > > > Track 6 > > > Track 6 > > > Track 6 > > > Track 6 > > > Track 6 > > > Track 6 > > > Track 6 > > > Track 6
                                                                                                                                                                      Mark Ragan is
                                                                                                                                                                        giving away the store.
      DAY TWO • APRIL 27, 2006                                                        9:30 to 9:45 a.m.                                                                          Bring a bag.
                                                                                      Morning coffee break
      7:30 to 8:15 a.m.                                                                                                                                               Still on the fence?
      Breakfast networking sessions                                                   9:45 to 11:15 a.m.
                                                                                                                                                                                        Dear communicator,
      (see Page 9)                                                                    Can’t we all just get along? How editors                                                          So here you are on the
                                                                                      and designers can join forces                                                                     second-to-last page
      8:30 to 9:30 a.m.
                                                                                      It’s true. Although the best publications rely                                                    of the conference
      The parameters of print: How to get the                                         on a perfect blend of writing and design, the                                                     brochure. You’ve
      most from your printer—and pay the least                                        writers and designers often don’t get along.                                                      examined our six
      You send your publication to print, and it                                      Poor communication, bad habits, big egos                                                          tracks and read about
      feels like it’s gone missing in the great void.                                 and just plain problematic processes all get                                                      all the great sessions.
      You’re not alone. Corporate editors often don’t                                 in the way of producing a publication that
                                                                                                                                                                      Now you’re one page away from
      understand the process of print and what                                        editors and designers are proud of and that
                                                                                                                                                                      registering. But you haven’t quite
      they can do to improve it. In this important                                    readers love. In this powerful 90-minute panel
                                                                                                                                                                      taken the plunge.
      session, you’ll learn the fundamentals of                                       discussion, you’ll weigh in on the issues that
      the print world and find out how you can                                        face you and your designer with our panel                                       Our terrific conference lineup alone
      have a hand in saving time and money at                                         of experts. You’ll learn proven lessons for                                     should sell you, but I know how you
      the printer! Learn from one of Chicago’s                                        bridging the chasm of traditional mistrust                                      feel. Every year, you’re bombarded with
      best print representatives how to:                                              that often divides your writer/designer team                                    dozens of training events to choose
      • Talk the talk so you can clearly                                              and learn how to:                                                               from, and you can only go to so many.
        communicate your business and                                                 • Establish confidence in your judgment and                                     So I’ve decided to give you a little extra
        publication objectives to print                                                 lose your fear of design                                                      incentive. Consider these free gifts—
        representatives                                                               • Communicate with designers, especially                                        yours just for attending the conference!
      • Choose the best print method for your                                           when you have to tell them you don’t like                                     FREE Gift No. 1: Companion airline
        publication                                                                     their creative concept                                                        ticket. Why not bring a friend to Chicago
      • Distinguish one paper option from the                                         • Help designers communicate their viewpoint                                    on us? Or use it for any trip of your
        next and select the best choice for you                                         in a win-win fashion                                                          choice. It’s yours just for attending
      • Ask the right questions of prospective                                        • Relax your dependence on ancient design                                       the conference. Value: $500.
        print representatives                                                           rules                                                                         FREE Gift No. 2: A memory stick
      • Read a print bid and see what you can do                                      Moderated by Mary Pretzer Walker and including                                  containing all the notes and slides of
                                                                                      Denise Edwards of The Clara Abbott Foundation,
        to trim your costs                                                                                                                                            every conference presentation. Just
                                                                                      Kevin Snow of Arizona Public Service and Mary
      Rula Gardenier has been a top sales executive                                   Scanlon from Ember Design, Jesper Frederiksen                                   plug it in and revisit all your favorite
      at Chicago Press Corporation for nearly 17 years                                of Novozymes and Rebecca Anderson of Ragan                                      seminars. Take it back to the office
      where she has become an expert on the process                                   Communications.
      of buying and selling print.
                                                                                                                                                                      and do your own internal presentation
                                                                                                                                                                      for colleagues! Value of memory stick:
                                                                                                                                                                      The price of admission!
                                                                                                                                                                      FREE Gift No. 3: Multi-media CD of
                                                                                                                                                                      Ragan’s popular audio conference on
                                Does your publication need a facelift? Sign up for your                                                                               internal branding, ”Less Sizzle and more
                                on-site evaluation by the “Communication Goddess”                                                                                     steak: Making your brand work for
                                                                                                                                                                      employees.” This 90-minute CD will
            Maybe your publication isn’t so pretty. Maybe your designer is doing all the right                                                                        give you dozens of tips and strategies
            things. But how do you know for sure? Wouldn’t it be great to have an expert in the                                                                       on turning employees into brand
            field tell you exactly what’s working, exactly what isn’t and how to fix those design                                                                     ambassadors for your company.
            foibles? Now’s your chance! We’ve got just what you need. A publication critique                                                                          Value: $239.
            focused on just publication design. Colors, fonts, photos, white space, filled space,
            type size, drop caps, headlines, subheads, stack heads, tables of contents, ads,                                                                          So get off that fence and register today!
            covers and everything else design. Our expert, Mary Pretzer Walker, will compare                                                                          (Just turn the page.)
            your publication with the latest hot trends and design guidelines. All you have to                                                                        Sincerely,
            do is sign up and show up (see Page 16 for registration details).
            Space is limited, so sign up today. The fee for your publication critique is $200—
                                                                                                                                                                      Mark Ragan
            a fraction of the cost to hire a high-priced consultant.                                                                                                  Chief Executive Officer

>>>   Track 6   >>>   Track 6   >>>   Track 6   >>>   Track 6   >>>   Track 6   >>>   Track 6   >>>   Track 6   >>>   Track 6   >>>   Track 6   >>>   Track 6   >>>                                              15
                                                                                                     4 ways to register:
                   the 15th annual
                                                                                                     1    CALL 800.493.4867
                 CORPORATE COMMUNICATORS                                                             2    FAX the back page to 312.960.4105
                 CONFERENCE 2006                                                                     3    BROWSE
                                                                                                     4    MAIL the completed registration form to:
                                                                                                          Lawrence Ragan Communications, Inc.

REGISTRATION                                                                                              111 E. Wacker Drive, Suite 500, Chicago, IL 60601

    YES! I will attend!                                                         Register for Conference
  My check for $_________ is enclosed.                                          Before March 10, 2006           $895 early bird         $795 Ragan subscriber and early bird
(Make checks payable in U.S. dollars to Ragan Communications.)                  After March 10, 2006            $995                    $895 Ragan subscriber
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                                                                                Register for Pre- and Post-Conference Workshops
                                                                                Pre-Conference Workshops (choose one for $345)
   Please send me an invoice.
                                                                                           Why nobody reads: Reconnect with employees by writing
REGISTRATION FEES                                                                          tighter leads, bolder headlines and pithy quotes
Standard conference fee: $995 for one participant. Early-bird fee: Save $100               Electronic engagement: Use technology to inspire, motivate
and pay only $895 if you register before March 10, 2006. Ragan subscribers                 and engage employees
receive $100 off the standard price: $895 for one participant, $795 if you                 Subtle impressions: How communication supports a company's
register before the early-bird deadline of March 10, 2006.                                 culture
Pre- and post-conference workshops: $345 each.                                  Post-Conference Workshops (choose one for $345)
                                                                                           Soup to nuts: Everything you want to know about writing
                                                                                           excellent speeches
All cancellations are subject to a $150 service fee (per attendee). Before
April 7, 2006, you will receive a refund of your payment minus the service                 How to think like the boss and still act like an editor
fee. After April 7, 2006, your payment will be credited toward a future Ragan
event, minus the service fee. Registrants who fail to attend and do not                    Find your focus: How to demystify digital photography
cancel prior to the event are not entitled to a credit or refund of any kind.              and Photoshop

                                                                                                The 2006 Ragan Recognition Awards Gala
                                                                                                Attendance at the Gala is open to conference registrants only.
Hyatt Regency Chicago Hotel
                                                                                                The fee to attend is $100 per registrant (but award-program
151 E. Wacker Drive Chicago, IL 60601                                                           entrants receive free Gala admission). See Page 5 for details.
312.565.1234 •                                                              Yes, I will attend the Gala.
Room rate: $195 single/double Cut off date: March 27, 2006
Be sure to make your reservations early, as the room block fills up quickly!                             Yes! I would like an on-site evaluation by the
                                                                                                         “Communication Goddess,” for just $200.
                                                                                                Note: A Ragan Communications representative will call you to set a time
                                                                                                for your one-on-one publication critique. See Page 15 for details.
Please fill out one form for every conference attendee.
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