I. Data Analytics and Measurement
The oceans of data that are now available to us pose tremendous potential for expressing in real terms the value that our functions represent to the success of the enterprise, and managing the efforts of the communications function. The trick, of course, is mining that vast ocean for truly meaningful and actionable insights. Neither data systems nor measurement approaches are universally one-size-fits-all, and so communications leaders must develop distinct approaches that match the unique objectives of the enterprise. In this workshop, participants will share and explore best practices for measuring communications value through data.
There are new realities in today's media universe, and communicators are deciphering this evolving landscape in real time. Enterprises are retooling media strategies as newsroom numbers are dwindling. Who and what affects public opinion is shifting. Tweets move markets and signal national policy. There's a category of "news" that is unabashedly false, and platform algorithms are the new media filters. In this workshop, participants will share perspectives on the changes that are taking place, what they mean for the roles we play, and how to successfully navigate a new, complex and fluid reality. The insights shared will inform a new Page Society research project devoted to this topic.III. Leading in a World of Constant Change - The Emerging Issues that are Defining Our Profession
Change is a constant and our jobs have changed considerably in the last five years – both in scope and complexity. We can be certain that the degree of change and complexity will only accelerate in the years to come. New technologies and business models, growing stakeholder empowerment and expectations, and the new realities of a globalization are creating both challenges and opportunities for leaders. In this workshop, which will inform the next Long Range Strategic Plan for the Page Society, members will share predictions for how our profession will evolve in the years to come and the resulting impact on the nature of our roles.IV. Issues Management Related to Activist Stakeholders
Activism seems to be ubiquitous today and it's the theme of our conference. Shareholder activists pressuring boards. Employee activists advocating on issues of pay and benefits. Social activists demanding action through boycotts, protests and organized social media campaigns. Communicators are uniquely able to understand the broader stakeholder environment, anticipate issues, and prepare the enterprise to take action – either in advance of or in response to various forms of activism. In this workshop, participants will discuss the current environment of activist stakeholders and strategies for helping enterprises stay ahead of issues.V. The Digital Future of Employee Engagement
The CCO of the future will develop sophisticated systems and processes that use insights derived from data to deliver tailored engagement experiences for stakeholders based on their unique behaviors, needs and attributes. These endeavors will in many cases be pioneered internally, and many companies are already deploying systems that engage employees around company brand and culture, policies and practices, and essential skills development. In this workshop, participants will discuss leading-edge efforts to build fully integrated systems for engaging employees through digital platforms. The insights shared will inform a Page project that will describe best practices for developing enterprise Digital Engagement Systems.VI. The Purpose-Driven Enterprise
Many of today's leading enterprises are placing their corporate purpose at their core, defining their business and brand by the value that it creates for society rather than just for customers, employees and shareholders. Whether it takes the form of CEOs speaking out on social issues or companies pursuing positive change in the world through their activities, people have a growing expectation that companies lead with purpose. In this workshop, participants will explore the role of the modern enterprise in society, the role of the CCO in activating corporate purpose, and help shape new Page research on this topic.