VII Regional EACD Lisbon Debate

“Communication Evaluation: What’s beyond AVE?”19th May, Lisbon 2011

Sponsored by Galp Energia

Ideas and Aims

The European Association of Communication Directors (EACD) seeks to develop common quality standards within the profession by way of training, events, meetings and networking with colleagues from across the EU

EACD at a Glance- Founded in 06-11-2006 in Brussels- 1.720 members (38 nationalities) from which 34 in Portugal- Broad range of represented topics/industries- 3 publications: Comunication Director Magazine, European

Comunication Monitor, Newsletter + Services Brochures- EACDnet- 9 Working Groups: CSR, Internal, Transport, Education, Healthcare,

Social Media, Evaluation, Financial- Events

- Regional Debates: 57 events (2009-10) / 2.191 participants - Lisbon Debates: 7 events / 238 participants

- European Communication Summit, 30-06 / 01-07, Brussels- European Communication Award

VII Regional EACD Lisbon Debate“Communication Evaluation: what’s beyond AVE?”

REPUTATION QUOCIENTFombrun, 1996

Corporate Personality ScaleDavies et al, 2003

Stakeholder Relationship IndexGrunig, 1999

Organizational Trust IndexS-Zalabak, 2003

VII Regional EACD Lisbon Debate“Communication Evaluation: what’s beyond AVE?”

REPUTATION QUOCIENTFombrun, 1996

Corporate Personality ScaleDavies et al, 2003

Stakeholder Relationship IndexGrunig, 1999

Organizational Trust IndexS-Zalabak, 2003

Perfomance, Leadership, Product / Service, Innovation, Workplace, Citizenship, Governance

Relationship Outcomes Multiple Stakeholders: Control mutuality, Trust, Commitment, Satisfaction

Concern for Employees, Openness and Honesty, Identification, Reliability, Competence, Perceived Effectiveness, Job Satisfaction

Customers and employees: agreeableness, enterprise, competence, chic, ruthlessness, machismo, informality

Evaluation VII Debate

- Registrations: 70- Attendance: 38

- Ratio of attendance: 54%- In-house professionals attendance: 76%

- Overall impression of event: 40% Good and 25% Very Good- Relevance to professional activity: 40% Very Relevant and 40%

Relevant- Case studies vs Speakers:

- Louis Schorlemer: 50% Good and 35% Very Good- Tânia Soares: 25% Good- Philippe Borremans: 40% Good and 40% Very Good- Paula Nobre: 30% Average

Evaluation VII Debate

- Level of networking: 30% Good and 30% Poor- Comments: Less reception/welcome time; Few

opportunitites to network and Q&A once there was no break

- Overall organization: 35% Very good and 20% Good- Comments: Topics on trend and relevant; More interaction

from Speakers with audience; More in depth presentations and dynamism from Speakers; Start later

- Would recommend the Regional Debates: 100% Yes

Evaluation VII Debate

- Topics for future: Internal communications and marketing: how do they relate?; Internal communications; Employee branding Tools/Contents; Intranet Strategies; CSR; Brand and Consumer Communications, Innovation and trends; Effective internal communications

- Speakers suggestions: Jim Yelsala, Andre Rabanea

- Other comments: Christmas social event to mix the group and further networking relationships

Members

Members

Founded 08/11/2006 in Brussels

by 80 in-house Communication Directors

Today: 1700 members from which 34 in Portugal and

growing…

38 nationalities

Broad range of represented topics/industries

Members

Publications

Publications

Communication Director magazine

Publications

European Communication Monitor

Publications

EACD Service BrochuresNext Topics

Planned for 2010:

Copyright across the EU

CSR

EACDnet

Interactive social network for the European Communications community

Connect with each other and in groups

Share knowledge and events

Access personalised editorial content

EACDnet

- Communicate with people working in specific fields of interest

- Get up to date information about any communications issue

- Chat with colleagues from across Europe

- Post your professional experiences and read others'

Regional Activities

Regional Coordinators

Regional Coordinators

August/September 2008:Regional Coordinators introduced, today 33 across Europe

Provide direct access to PR expertise in all European countries

Act as the first point of contact for regional EACD members, represent the EACD in their country

In 2009: 27 events / 856 participants

In 2010: 30 events / 1.335 participants

From which in Portugal 2008-2010: 6 events / 200 participants

Cross-cultural events

Panel Discussions

Best case presentations

Round table discussions

Networking

Regional Debates

Working Groups

9 Working Groups

CSR

(Coordinator:Yannis

Freris, Gefyra S.A)

Evaluation

(Coordinator: Louis de

Schorlemer, Gallup

Organisation Europe)

European Institution (Coordinator: Helmut

Weixler, The Greens in the

European Parliament)

Finance & Insurance

(Coordinator: Miriam

Roemers, European

Association of Public

Banks)

On specific industries/institutions

9 Working Groups

Health

(Coordinator: Josep

Catllà, Sanofi-aventis)

Risk and Crisis

Communications

(Coordinator: Philip

Springuel, European Food

Information Council)

Internal

(Coordinator: Stacey

Minton, Merck Serono)

Internal

(Coordinator: Job van

Harmelen,

TNT N.V.)

9 Working Groups

Transport

(Coordinator: Max Obenaus,

UNIFE – The Association of the

European Rail Industry)

Social Media

(Coordinator: Philippe

Borremans, Van

Marcke Group)

Events

European CommunicationSummit

June, 30th – July 1st 2011, Brussels

The Square

500 communication professionals from all over Europe

60 high-ranking speakers on 25 keynotes, best cases and panels

European CommunicationAward

June 30th 2011, Brussels

Awarded for outstanding European communications

Representatives from communications, the media and politics

EACD Anniversary Reception

November 17th 2011 Working Group

meetings Panel Discussion on an

issue of contemporary communications importance

Drinks reception

International Networks

- African Association of Communication Directors

The EACD has supported the foundation of the AACD

Foundation: February 26th at the Nelson Mandela Foundation in Johannesburg, South Africa

80 Founding members

Thank you for your attention!

For further information, please visit:

www.eacd-online.eu

Regional Coordinator for Portugalrui.martins@dianova.pt