Bayer AG case study: Reshaping political communication strategies with effective content and tools
PR is changing and how we reach our audiences and the messages we share need to be fluent and agile.
In this session, moderator Antoun Sfeir, CEO of epresspack, will discuss the age of new opportunity for PR and policy makers. Bayer’s head of Pharma Health and Policy America Regions, Dominick Kennerson, will also share his experience with a case study on strategic approaches to shaping share of mind for new political communication strategies.
The session will cover:
- The changing PR landscape and the age of new opportunities.
- The Cluetrain Manifesto made manifest in a 150+-year-old firm.
- Strategic approaches to shaping mindshare for new political communication strategies.
Presenter / Dominick Kennerson is head of Pharma Health Policy Region Americas at Bayer’s global pharmaceutical headquarters based in Berlin. As part of his work, Kennerson engages in “corporate diplomacy,” yet as a digital native he has been key in adding gravitas to the firm’s digital communication capacity. His background includes multi-sectoral views for patients, healthcare systems, finance & investing, and policy.
Presenter / Antoun Sfeir began his higher education with a master’s in business administration before moving into marketing. He joined PR Newswire in France where he was instrumental in its success, building it up to be the largest affiliate in continental Europe. With a desire for a new challenge, Antoun set out to develop a new content management software system, which would later become epresspack.