Social media and the future of PR: New ideas, new research, new business

Thursday March 13
12.00am – 1.45pm: Registration

12.45pm: Lunch
2.00pm: Welcome by John Van Tiggelen (IHECS), Sue Wolstenholme (Euprera) and David Brain (Edelman)

2.30pm: Opening session & discussion: Why does social media matter to public relations? Chair:  Toni Muzi Falconi 
David Brain (Edelman); Robert French (Auburn University, Alabama): Teaching Social Media: The Auburn Experience; speaker to be announced

3.30pm: Coffee Break

4.00pm: Second session & discussion: Teaching social media

Richard Bailey, Helena Makhotlova (Leeds Metropolitan University, UK): Teaching ms txt. A study of learning, literacy and mobile technology
Thomas Pleil (Hochschule Darmstadt, University of Applied Sciences, Germany): Social Media in PR Education
Kaja Tampere (University of Jyväskylä, Finland): Blogging as a teaching tool: a Finnish experience
Erkan Saka  (Istanbul Bilgi University, Turkey): Introducing New Media to new Public Relations Students
What is Next for New Media?

5.45pm: Panel discussion: Thinking and Acting in the New Environment (Panellists to be announced)

What are the potential opportunities and risks for businesses in investing in new media?

How can we measure it?

What is the role of higher education in navigating these opportunities? 

8.00pm: Dinner

Friday March 14

9.00 am Welcome by Jere Sullivan (Edelman)

9.15am: Keynote by Philip Young (University of Sunderland / Euprera)

Five years back, Five years ahead!

Keynote presentation involving: Philip Young, Neville Hobson, Steve Rubel; David Weinberger

Social media in action

10.15amThird session and discussion

Chair: Sven Hamrefors (Mälardalen University / Euprera)

Guido Keel, Winterthur (University of Zurich): Web 2.0 in Swiss organizations – Usage, Patterns and Corporate Culture
Annette Nielsen (The Aarhus School of Business, University of Aarhus, Denmark): Co-constructing knowledge – the creation of knowledge through blog dialogue
Karine Johannes (Université Catholique de Louvain, Belgium): Social media as opportunities for organisation-publics relationships: Theoretical perspectives and case study
Roberto Zangrandi (Head of European Public Affairs, ENEL, Brussels)
Liz Bridgen (De Montfort University, UK): How public relations practitioners acquire social media skills
Alexander Richter (Bundeswehr University Munich)
Alexander Warta * (Robert Bosch GmbH) : The media variety as barrier for the successful use of enterprise wikis in the case of the Robert Bosch GmbH
12.30pm: Lunch

1.30pm: Plenary papers & discussion

Chair:  Gerard Valenduc (FUNDP Namur, Belgium)

Ansgar Zerfass (Leipzig University, Germany)
Martin Oetting (Germany)
Jean-Pierre Beaudoin (CEO Groupe i&e, France)
3.30pm: Coffee

Where we need to go and what we need to know to get there?

4.00pm: Interactive seminar:

Chair: Chris Rushton (Sunderland University, UK)

Including Steve Rubel, Neville Hobson, Philippe Borremans, David Brain, David Weinberger, Ansgar Zerfass

5.30: Closing keynote David Phillips (UK): Evolutionary, Psychological and social drivers and why they are important to organisations

8.00 pm Dinner

Saturday March 15

9.00am Welcome by Sue Wolstenholme (Euprera)

9.15am Fifth Session Ethics, Politics, and Public Sphere

Chair  Rick Murray (Edelman) *

10.15am: Sixth Session: Political communication and public sphere

Nicholas Baygert: (Université Catholique de Louvain, Belgium) : French politics at the digital age – Did social media really change the Presidential Campaign of 2007?
Tina Brunauer (SORA Institute for Social Research and Analysis, Austria): Use of social software in political campaigning in Austria
Giampaolo Azzoni (Director Ethics Center, University of Pavia, Italy): How could social media operators reduce and monitor trash and how? Self or etheroregulation: ethical, legal and social issues
Derek Hodge (University of Sterling, UK): Application of circuit of culture model from cultural studies to online communities
12.00am: Panel: Lessons learned, Future Directions, chaired by Toni Muzi Falconi, Philip Young

Exploiting synergy: How can Theory and practice work together?

12.45pm Closing speech by Pierre de Villers and David Brain

1.00pm: Lunch

2.30pm- 5.00pm Euprera General Assembly