Conference on PR, branding, communications for associations set

ASSOCIATIONS often grapple with scarce resources. Members compete to put their priorities on top of the list but often strive to keep their association dues low. Decades ago, having good association managers who can raise funds just by sending an email to the right donors is good enough. In today’s fast-paced environment where information travels fast, however, everyone competes for attention and sending an email just won’t do the trick.

“This is why associations must invest in a good brand image, managing their reputation, and effective communication,” said Octavio B. Peralta, president and CEO of the Philippine Council of Associations and Association Executives (PCAAE), the association of associations in the country. “These are usually the ‘pain points’ in running an association.”

To help associations and communication professionals in the country, the PCAAE is mounting a mini conference dubbed “X3: Show, Shout, Stand Out,” featuring three leading professionals in the fields of branding, public relations, and communications.

On July 4 at the Philippine International Convention Center (PICC), association and communication executives can learn from the combined experiences and expertise of: Chris Dingcong, founder and creative director of Springtime Design, a Hong Kong-based brand consultant and design agency that provides brand and retail solutions to major clients such as AIA, Disney Media Distribution, FedEx, Godiva, Adidas and Bank of China HK; Ramon “Bong” Osorio, an eminent media, advertising and PR practitioner, and marketing communications educator, who works as communications consultant for Dentsu-Aegis Network, and some government projects, among others, after retiring as senior vice-president and head of the Corporate Communications Division of ABS-CBN; and Sheila Samonte- Pesayco, a multi-awarded investigative and business journalist prior to setting up and becoming president and CEO of Writers Edge, a 15-year- old communications fi rm that produces award-winning annual reports, magazines, and other print and online publications for multinational companies, government agencies, corporate clients, non- profi t organizations, and associations.

The three speakers will share best practices, present case studies, and guide conference attendees on their respective session topics: “Building Your Brand Through Your Visual Conversation” (Chris Dingcong), “Your Brand is How Your Public Makes It” (Bong Osorio), and “Communication that Clicks and Sticks” (Sheila Samonte-Pesayco).

The mini conference, which runs from 8:30 a.m. to 5 p.m. on July 4 at the PICC, is open to both members and non-members of PCAAE at a minimal fee of P3,900 and P4,900, respectively.

Interested attendees may contact: Sandy I. Lim at sandylim@adfiap.org or Enrique I. Florencio at eflorencio@adfiap.org, call (632) 816-1672, 844-9090 or 843-0932, or visit