The Arthur W. Page Society
21st Annual Spring Seminar
April 6-7, 2006
The Ritz Carlton, Battery Park, New York City

"Strategic Integration: Fitting All The Pieces Together"

Thursday, April 6

11:00 a.m. - 11:10 a.m.
Welcome, Opening Remarks, Agenda Review
Carol Schumacher, Vice President, Investor Relations, Wal-Mart Stores, Inc.,
Seminar Chair

11:10 a.m. - 12:00
"News Delivery Media Integration"
Sean McManus, President, CBS News and Sports

Sean McManus, President of CBS News and Sports, and Page member Carl Folta, Office of the Chairman, Viacom and CBS Corporation, will discuss the revolution taking place in the network news and sports business. Specifically, McManus will delve into the impact that platforms such as the internet, blogs, pod casts, wireless, satellite radio, etc. are having on content delivery and how CBS News and Sports is integrating these platforms into its strategy.

12:00 - 1:00 p.m.
Networking Lunch

1:00 p.m. - 1:15 p.m.
Welcome and Unveiling of New Page Web site
Roger Bolton, Senior Vice President, Communications, Aetna Inc., Arthur W. Page Society President

1:15 p.m. - 2:30 p.m.
"Creating an Integrated Corporate Communications Function"
Janet Robinson, CEO, New York Times Company
Paul Argenti, Professor of Corporate Communication, Tuck School of Business at Dartmouth\

Integration - or the practice of streamlining processes - of communications is quickly becoming a necessary practice across the entire corporate spectrum. An integrated communications department in which corporate communication sub-functions such as investor relations and media relations are not relegated to silos plays a key roll in solidifying the complexities of managing the organization's communications processes as well as its overall reputation. Janet Robinson, President and CEO of the New York Times Company, will lead a dynamic discussion about building a corporate communication function that is greater than the sum of its parts. Paul Argenti of the Tuck School of Business at Dartmouth will discuss results of a Page member survey that determined to what extent communication activities are integrated at Page member corporations.

2:30 p.m. - 3:30 p.m.
"Advertising, Marketing, Public Relations Convergence"
Jonah Bloom, Executive Editor, Advertising Age (Moderator)
Richard Edelman, President and CEO, Edelman
Jeff Hicks, President and CEO, Crispin Porter + Bogusky

Whether they are viewed as a band of brothers or sibling rivals, the advertising, marketing and public relations functions are undoubtedly related disciplines. But how are they effectively integrating to deliver exceptional results in today's demanding corporate environment? Jonah Bloom, executive editor of Advertising Age, will draw from the experiences of two panelists to frame the answers. Richard Edelman, president and CEO of Edelman, the independent global public relations firm, and Jeff Hicks, CEO and president of Crispin Porter + Bogusky, the Miami-based advertising agency probably best known for creating the "truth" anti-tobacco youth campaigns, bring a wealth of first-hand experience - and some decidedly spirited opinions - to this session.

3:30 p.m. - 4:00 p.m.
Networking Break

4:00 p.m. - 5:00 p.m.
"Integration From The Far Side"
John Seely Brown, former Chief Scientist of Xerox Corporation and the Director of its Palo Alto Research Center (PARC), today a leading thinker on innovation and its socio-economic impact.
Aedhmar Hynes, CEO, Text 100 Global Technology Public Relations

Today's audiences are not only highly fragmented but also empowered like never before. John Seely Brown, along with the "Text 100 kids" will illustrate how a shift from a push-to-a-pull dynamic in innovation and its socio-economic context is moving the power of influence from inside to outside the corporate walls. It is the wealth of external ideas and demands that will drive the integration of organizations increasingly from the far side. Aedhmar Hynes will frame John Seely Brown's thoughts from a Corporate Communications perspective showing how the far side is urging communicators to shift their focus from monologues and dialogues to conversations.

5:00 p.m.
Adjourn

6:30 p.m. - 7:30 p.m.
Welcome Cocktail Reception
Ritz-Carlton

7:30 p.m. - 10:00 p.m.
Welcome Dinner, Case Study Competition Awards, and Entertainment by Anna Deavere Smith
Ritz-Carlton

She plays National Security Advisor Nancy McNally on NBC's The West Wing, but Anna Deavere Smith is also a playwright and performance artist hailed by Newsweek as "the most exciting individual in American theater." Anna will entertain attendees in a special performance after the Awards dinner

Friday, April 7

7:00 a.m. - 7:45 a.m.
Networking Breakfast

7:45 a.m. - 8:00 a.m.
Welcome Back, Agenda Review
Carol Schumacher and Maril MacDonald, CEO, Gagen MacDonald, LLC, 2006 Annual Conference Chair

8:00 a.m. - 8:45 a.m.
"Integration. Delivered. The Role of Communications in Creating the New AT&T"
Selim Bingol, Senior Vice President of Corporate Communications, AT&T

In January 2005, SBC Communications announced its historic $16 billion transaction to acquire AT&T Corp., and create a premier, global communications and entertainment services provider. The AT&T merger was heralded by media and analysts as the culmination of AT&T's long-term growth strategy to transform the once smallest of the regional Baby Bell companies into the nation's largest communications company and one of the largest in the world. While SBC possessed strong experience in orchestrating significant mergers (Pacific Telesis Group and Ameritech Corp.), the SBC-AT&T merger would require comprehensive resources to manage a smooth, efficient and well-planned communications program on a global scale. In this session, Selim Bingol, Senior Vice President of Corporate Communications for the new AT&T, will discuss the key components of a communications plan that led to the merger's successful approval; introduction of a new corporate brand and identity; and the integration of new assets, cultures and people into the new AT&T.

8:45 a.m. - 9:45 a.m.
"Leveraging the Power of Corporate Citizenship Across the Enterprise"
Panel Discussion
Carol Cone, CEO, Cone Inc.(Moderator)
Eva Blum, Sr. Vice President and Director of Community Development, PNC Financial
David Ruth, Vice President, Corporate Communications and Executive Vice President, Merck Company Foundation

Leading companies are expected to operate in a socially and environmentally-responsible manner. How do they most effectively integrate these activities across the organization to maximize benefits for the firm? This session will explore how leading companies are developing and executing successful citizenship programs to address business objectives and stakeholder expectations.

9:45 a.m. - 10:15 a.m.
Networking Break

10:15 a.m. - 11:15 a.m.
"The Case for the Global Integration of Public Affairs"
Doug Pinkham, President, Public Affairs Council (Moderator)
Michael Palese, Manager, Executive Communications, DaimlerChrysler AG
Margery Kraus, CEO, APCO Worldwide

As President of the Public Affairs Council, no one is more qualified than Doug Pinkham to make the case for corporations to globally coordinate their PR, government affairs and social responsibility programs - and to explain why most companies fall short of the mark. APCO Worldwide CEO Margery Kraus will discuss global trends in public affairs and the value of integrating these functions. Michael Palese, Executive Communications, Daimler-Chrysler, will present his company's system for integrating its issues management processes across the globe.

11:15 a.m. - 12:00 p.m.
"Integrating Investor Relations and Communications to Increase Shareholder Value"
Nancy Hobor, Senior Vice President, Communications and Investor Relations, Grainger (Moderator)
Ken Trammell, CFO, Tenneco Automotive
Edward VonderLinde, Portfolio Manager, Lord Abbett

Ken Trammell, CFO, Tenneco Automotive and Portfolio Manager Edward VonderLinde from Lord Abbett discuss how integrating communications with investor relations can add to a company's perceived value in the marketplace. With the market value of most companies greater than their book value, communicating with one voice a company's intangible assets such as strength of management, product quality and customer service can help investors value your company. Hear how one company has used an integrated approach and what one investor uses when he looks at companies to own.

Noon
Announcements and Adjourn