Calendar of Programs

Overview

IMPORTANT: All participants have received a reconfirmation of program details and pre-reading materials. If you are registered and have not received this information, please contact us by email thecentre@accpa.com.au

This is a must-attend module for practitioners responsible for employee and external communications, corporate brand management and general reputation stewardship.

The module will include best practice examples and processes for developing the corporate narrative, and how to create and steward a narrative that will populate most of the organisation’s communication and engagement content. The art and mechanics of corporate storytelling to deliver the narrative will be examined in detail.

Participants will grasp and understand the core components of telling the corporate story, as well as to better make the business case for developing and stewarding the corporate narrative.

The module will be delivered by Centre Executive Director Wayne Burns, and senior practitioner Guest Faculty Alethea Reid, Head of Communications – Australia Retail, ANZ, and Simon Every, Chief Public Affairs Officer, Clean Energy Finance Corporation.

The agenda will focus on:

Examination of why company narratives are of value: The role of the corporate narrative on corporate public affairs tactics and strategy, and why best practice organisations place the narrative at the centre of public affairs execution. Case studies of world class narratives and why they work.
The nuts and bolts of the best corporate narratives: Identifying the elements of a good corporate narrative. Good practice in how to develop and steward the narrative, including engaging the C-suite and other employees, integrating corporate values and strategy into the narrative.
Story telling – getting the narrative out and on the road: Linking the corporate narrative with generating and positioning content. Preparing/enabling the organisation for storytelling. The search for authentic voices and content. Channels, monitoring and measurement.
Engaging internal stakeholders with the corporate narrative; engaging internal and external stakeholders via corporate storytelling.

The module will include syndicate group activity to apply insights and learnings to a practical, real-world challenge.

This module comprises ten credit points (10) of the 40 points required over 36 months for practitioners to achieve/maintain their certification as a Graduate of the Centre for Corporate Public Affairs (GCCPA).

FACULTY AND GUEST FACULTY

Wayne Burns, Director of Studies

Wayne is Executive Director of the Centre for Corporate Public Affairs, based in Sydney, Australia, and working globally. He has led the Centre for 20 years.

He has 40 years’ experience in corporate public affairs, journalism, public policy, governance, politics, and publishing. Wayne works as a management consultant with ASX 100 and Fortune 500 companies and governments and their agencies of state across Asia Pacific. He teaches best practice corporate affairs and adaptive leadership globally, including in the Asia Pacific, the US, and China, and heads up the Centre’s management consulting arm.

Wayne has led eight international best practice study tours of senior business executives to the US and Europe engaging with Fortune 500 companies, industry groups, and think tanks to identify best practice in corporate public affairs.

He has worked as a business and political journalist at The Australian Financial Review, including in the Canberra Parliamentary Press Gallery, has been a Press Secretary to a Federal Treasurer and Cabinet Minister, and was Communications Director for the Australian Republican Movement and the official Yes Campaign for the failed referendum for Australia to become republic.

Wayne has a bachelor’s degree in journalism and communication from Charles Sturt University, and completed post graduate studies in leadership at the John F Kennedy School of Government at Harvard University, London School of Economics, MIT Sloan School of Management, Oxford University’s School of Business, and the Center for Corporate Citizenship at Boston College.

Simon Every, Chief Public Affairs Officer - Clean Energy Finance Corporation

Simon has 15 years’ experience in the clean energy sector at the Clean Energy Finance Corporation and its predecessor, Low Carbon Australia. He was previously a Cabinet Minister’s Chief of Staff in the Australian Government.

Simon heads the team looking after the CEFC’s relationship with the Australian Government and Parliament, State and Territory Governments, industry associations and community stakeholders.

Simon holds a Bachelor of Arts in Politics and History and is a Graduate Member of the Australian Institute of Company Directors.

Alethea Reid, Head of Communications for Australia Retail - ANZ

Alethea leads a team of specialists supporting the retail banking business, which serves five million customers through its branch network, customer contact centre, and leading online and mobile banking applications. With 20 years at ANZ, Alethea has led strategic communications for a former CEO and supported significant transformations in operations and technology. She has specialised in creating compelling strategic narratives and building alignment among leaders and employees to drive business results. Alethea holds a Master of Arts in Communications from The University of South Australia and a Bachelor of Arts in English Literature from The University of Adelaide