8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.
Chairperson's Opening Of Day Two

8:40 a.m.

What's Your Real Story?:
Using Culture Assessment And Story-Based Communications Tools To Engage Your Employees And Build Value For Your Organization

This innovative case study will show how a science-based government organization "found its voice," engaged its staff in a new way of talking about the organization, and learned how to tell its real story—all through a cohesive, culture-based process called "Storybranding."

Through Storybranding, the Langley Research Center's Science Directorate, an organization within the National Aeronautics and Space Administration (NASA), was able to define and tell its story, and learn how to engage others in the most meaningful and motivating aspects of its work. This presentation will describe the process, which integrates internal quantitative and qualitative culture assessment to define an internal brand with the training, resources and materials employees need to convey it. It will also introduce attendees to the Organizational & Team Culture Indicator, the foundational Storybranding assessment tool that "types" an organization based on the storylines that best define its values, strengths and operating style.

• Help any organization understand the storylines that shape its purpose, personality and behavior
• Involve an entire organization in the development of an authentic, inspiring and compelling brand
• Identify and leverage the cultural strengths most likely to create internal and external branding success
• Transform fact-based, attribute-oriented messages into more inspiring, more outcome-oriented communications
• Increase the resonance and effectiveness of all communications programs

Lelia Vann, Director, Langley Research Center's Science Directorate
NATIONAL AERONAUTICS AND SPACE ADMINISTRATION,
LANGLEY RESEARCH CENTER

Cindy Atlee, Senior Vice President
PORTER NOVELLI

9:30 a.m.

How To Build An Intranet That Uses Plain Language And Two-Way Communication For Increased Activity And Organizational Success

During this session, hear about one government organization's successful approach to internal communications based on the use of plain language and engaging features on the organization's intranet.

• Build an intranet that engages employees through plain language
• Use an intranet as a communications tool to support human resources planning and organizational development
• Update your site on a regular basis to maintain employee interest
• Present information that is both relevant and timely to encourage public service employee interest, participation and feedback
• Incorporate feedback mechanisms and two-way communications tools, both as a direct line of communication to executives and to further refine your message

Robin Farr, Editor, Employee Intranet
BC PUBLIC SERVICE (CANADA)

10:50 a.m.

It's Not Just Email: New Technologies To Communicate With Your Stakeholders

Is your team suffering from e-mail overload? Government agencies and organizations are already embracing newer tools to ensure their messages break through the clutter and are internalized. This session will focus on several case studies for government agencies and other groups that have embraced these tactics to ramp up their own internal communications.

• Ways organizations are sharing information and building a knowledge base
• Tactics and tools for using mobile communications
• Methods to move away for a pure "top-down" communications strategy
• How to bridge generational gaps of preferred communication methods
• Ideas of how integrate "social media" into your approaches

The Honorable Mike Panetta, U.S. "Shadow" Representative (D-DC)
Vice President, Public Affairs and Emerging Media
GRASSROOTS ENTERPRISE

11:40 a.m.

How To Communicate A Strategic Human Capital Plan That Ensures Alignment Within Your Agency

• Dealing with the "retirement cliff" occasioned by the aging of the baby boom generation
• Designing and conducting proactive recruitment and selection processes to compete for scarce talent
• Increasing retention rates among high performers
• Creating performance management systems that align individual performance with agency goals
• Reshaping the HR function to provide increased accountability for results and measurable outcomes

• The planning steps the agency followed in formulating its strategic goals and objectives
• The governance system it put in place to compose the plan and monitor implementation
• Actions the agency has taken to increase widespread buy-in of its strategic HC initiatives and ownership of their implementation
• Lessons learned in conducting this successful agency-wide initiative

Kent Baum, Director, Human Capital Management
U.S. PATENT AND TRADEMARK OFFICE

Chris Sonnesyn, Senior Consultant
WATSON WYATT WORLDWIDE

Join a group of your colleagues for lunch with an informal discussion facilitated by one of our expert speakers. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing internal communications concerns.

2:00 p.m.

Group Exercise: Brainstorm Solutions And New Ideas You Can Use

You asked for it, you got it! Interact and discuss solutions to your internal communication challenges with your fellow attendees and our experienced speakers. You will leave with new tools and hands-on experience and ideas for more successfully applying best practices to your own internal communication initiatives.

2:30 p.m.

How IBM Uses Web 2.0 Tools For Internal Communications

Science fiction writer William Gibson noted: "The future is here. It's just not evenly distributed yet." That tends to be the case in the spread of technology. It starts in the private sector then moves to government.

This presentation will provide an overview of how some of Web 2.0’s social networking "toys for teens" – instant messaging, MySpace, Facebook, etc. -- have become key to strategic internal communication efforts in the private sector. These tools are also changing the role of internal communications from conveying information top-down to facilitating communication laterally across the enterprise.

Attend this session to learn what social networking is and how it can be used to improve internal communications. Take away key lessons on how your organization can better prepare and adjust to these new ways of doing business.

John Kamensky, Senior Fellow
IBM Center for The Business of Government

3:35 p.m.

How To Successfully Implement A Strategic Communication Plan That Will Drive Change

What is so difficult about change management? Why is it important to have a communication plan when we communicate all the time? This session will focus on the challenges and benefits of using a structured, yet flexible, approach to strategic communication within the context of change management.

Attend this case study that will inculcate an appreciation of strategic communication as a fundamental tool of change management and offer lessons learned and best practices for your agency.

• Set the context of strategic communication within an overall change management process, increasing the probability of successfully implementing your change initiative(s)
• Develop a strategic communication plan that documents its objectives, roles and responsibilities, key audiences, strategies and tactics, themes and messages, feedback, and evaluation
• Implement that perfect strategic communication plan to drive change in your organization

Rita Cochrane, Change Management, Strategic Organizational Development
AIR FORCE MATERIEL COMMAND, U.S. AIR FORCE

4:25 p.m.
Chairperson's Recap:
Key Takeaways And What To Do When You Get Back To The Office

We'll recap the highlights of the past two days and ask you to share key insights and next steps with the group.

Kathy Waetjen, Director of Marketing
CAPGEMINI GOVERNMENT SOLUTIONS