7th International Agenda Setting Conference
Hotel Petersberg, Bonn, Germany, October 11 - 13, 2006

Steigenberger Grand Hotel Petersberg*****
Petersberg
53639 Königswinter
Bonn, Germany
Tel: 0049 2223 740
http://www.grandhotel-petersberg.steigenberger.de/

Manage Your Reputation

The most valuable asset - for both companies and institutions outside of the economic system such as NGOs and political parties - is not cash, stock price or hard assets, but trust. True, a lack of resources can bring a company or an institution to its knees. However, the loss of reputation is often the real reason why an organization‘s performance suffers and the factor that deals the final blow. Protecting and enhancing an institution‘s reputation has become one of the most important and difficult tasks a leader faces. Media relations has thus become a central element in enterprise and institutional risk management. Achieving a level of awareness that is recognized by the targeted audience (Awareness Threshold) is at the core of building a positive and robust reputation. This begins with a continuous, diverse and carefully managed flow of news to the media. Making the right use of the power of personalizing the message (e.g. interviews with the CEO and other senior executives) to address topics that otherwise would be neglected is another key factor building and maintaining a high level of media awareness. The very basis for successful communication is a clear understanding through careful measurement of an institution‘s reputation and the underlying general media trends. This includes tracking all relevant competitors when it comes to media awareness.

The 7th International Agenda Setting Conference brings together highly qualified professionals from all over the world for an exchange of ideas and opinions on Reputation Management and applied Agenda Setting Research.

Over the course of three days, 200 participants will meet with executives from international companies, internationally renowned communications scientists, politicians and journalists in lectures and small group discussions on the impact of the modern media on the reputation of all types of organizations.

The International Agenda Setting Conference has been known as an incubator for new projects and collaborations between organizations and individuals. This year, workshops will focus on the following issues: Investor Relations, CEO Communication, Corporate Reputation, Economics, NGO's / Initiatives, Public Diplomacy, Election Campaigning, Publisher's Image, TV News, and Agenda Setting Theory (please read our workshop descriptions for more detailed explanations).

	Manage Your Reputation

At the 7th International Agenda Setting Conference 2006 we were honoured to host speakers such as:

Participants about the International Agenda Setting Conference:

"The annual media agenda setting research conference organized and sponsored by Media Tenor is among the most valuable programs I have experienced. The research presented is groundbreaking and of the highest quality. Scholars and professionals participating in the conference are the leading figures in the field. The discussion is engaging, thought-provoking and highly informative. I most strongly recommend participation in this pioneering event."

Prof. Dr. Maxwell McCombs
Jesse H. Jones Centennial
Chair in Communication
University of Texas, Austin, USA

"The AS conference is a one-of-a-kind interactive forum focusing on reputation risks and options. It is a unique opportunity to hear directly from successful business leaders, editor-in-chiefs and leading academics from both sides of the Atlantic on how corporate communications can make the difference in helping their company manage reputational risk. The workshop groups are small on purpose. -Where else do you get to discuss, in detail, practical topics with like-minded professionals that will have an immediate benefit once you return to your office? If you are looking for breakthrough ideas on managing reputational risk at Petersberg you will find it!"

Dr. Robert Eccles
CEO Advisory Capital Partners, Boston, U.S.A

"This conference provides a rare opportunity for scholars, journalists, business representatives, politicians, NGO representatives and the public to discuss the practical and theoretical implications of agenda setting research and theory in a very pleasant and stimulating setting. In addition, the unusually systematic and comprehensive media content analysis data from Media Tenor is a rich, unique resource for the study of media, business, public and policy agenda setting. Highly recommended.”

Dr. David Weaver
Roy Howard Research Professor
School of Journalism, Indiana University, Bloomington

"A very important conference. Nowhere else can politicians, business representatives and scientists discuss as intensively the growing influence of mass media on society. And nowhere else can they find scuh a rich pool of content analysis data, as on the Agenda Setting Conference of the Media Tenor Institute."

Prof. Dr. Frank Brettschneider
Institute of Communications
University of Hohenheim, Germany