The most important business leaders meet every year in Peru. Are they taking advantage of all the doors that are opening up in terms of communication?
CADE Peru is the most important business forum in Peru, bringing together leaders from the public, private and social sectors to discuss and propose solutions to the challenges facing national development. This event is one of the most eagerly awaited in the executive world as it also facilitates the exchange of experiences, knowledge and contacts among participants, which can generate alliances, investments and development projects.
That is why the management of communications and public relations during CADE is vital for both companies and the media. Three days that open the doors to endless opportunities that companies cannot afford to miss. But before detailing the opportunities and actions that companies can take during the executive meeting, it is valuable to know a little more about CADE Peru and its 2023 edition.
CADE Ejecutivos, organized by the Peruvian Institute of Business Administration (IPAE), has been held since 1961 in different cities across the country, such as Lima, Arequipa, Piura, Trujillo, Ica, among others. The 2023 edition of CADE Executives was held between November 14 and 16 at the Cultural Center of the VIDAWASI Children’s Health Center, located in the province of Urubamba, in Cusco.
CADE (Annual Conference of Executives) is a space for dialogue, reflection and proposals, which seeks to generate consensus and commitments among the different development actors, as well as to promote the country’s public and private agenda.
The importance for Peru lies in the possibility of contributing to the strengthening of institutions, competitiveness, innovation, education, employment, growth and social inclusion. In addition, CADE allows to show the diversity and richness of the country, as well as the opportunities and challenges each region faces.
With the slogan “Back to believe, back to grow”, this was the fifth time that CADE Ejecutivos was held in Cusco and was attended by more than 1000 leaders from the public and private sectors, as well as academics and experts, who analyzed and proposed solutions to the main challenges facing Peru in the context of the bicentennial of the country’s independence.
CADE Peru represents a great communication opportunity for companies. The possibility of establishing ties with other industries and positioning themselves in the executive arena as an option for cooperation is very attractive. However, this implies work that has not got the praise it should have.
But before specifying the actions that a communications plan should have for an event such as CADE Peru, it is essential to understand the benefits that this can bring, both in the short and long term.
In the short term, the event generates a positive media impact for the companies that participate as sponsors, exhibitors, attendees or guests, by giving them visibility and recognition before the media, authorities, opinion leaders and the general public. The event can be used to disseminate messages, values, proposals, products or services, as well as to generate trust and a good image.
In the long term, the forum contributes to positioning companies as key players in national development by involving them in the debate and proposing solutions to the country’s problems. Companies can establish relationships and alliances with other development actors, such as the government, civil society and other business sectors, as well as identify challenges for their growth and competitiveness.
To take full advantage of the communication opportunities offered by CADE Peru, companies must have a comprehensive communication strategy that includes for the following aspects:
- Define the objectives, key messages, audiences and communication channels to be used before, during and after the event.
- Design and execute a media plan, including the preparation and dissemination of press releases, news releases, coordination of interviews, reports, opinion articles, among other actions, as well as the management of social networks and digital platforms.
- Prepare and train the company’s spokespersons through media training, as they will be in charge of transmitting the institution’s messages and proposals to the media and other event participants.
- Send correspondents who are communication or public relations professionals, who will be in charge of interacting with journalists and the media, seeking to generate interest in the company’s contents and actions that can be converted into publications or interviews, in addition to covering the event, generating content and reporting the results and opportunities for the company.
- Measure and evaluate the impact and effectiveness of communication through the use of indicators and monitoring, analysis and feedback tools.
A public relations correspondent is a key function for companies participating in CADE Peru and for the media covering the event, as it allows them to have an active and dynamic presence at the forum, as well as to generate value and differentiation for their brand. Correspondents must be properly trained professionals who know the context, theme and objectives of the event, as well as the characteristics, interests and expectations of the audiences.
- Correspondents must have communication, research, writing, management, creativity and adaptation skills, as well as a collaborative and ethical attitude. These are the functions they must fulfill:
- Cover the event, attending presentations, panels, workshops, exhibitions, cultural and social activities, gathering information, data, testimonials, images, videos, among others.
- Generate content, preparing and disseminating notes, reports, bulletins, infographics and podcasts that summarize, analyze and highlight the most relevant and interesting aspects of the event, as well as the company’s contributions and achievements.
- Interact with the media and audiences, establishing and maintaining contact with journalists, exhibitors, attendees and organizers, responding to their queries, comments and suggestions. They must also generate conversations, debates and opinions on social networks.
- Report results and opportunities, preparing and presenting reports and recommendations that show the impact of the company’s communication at the event, as well as the opportunities and challenges for the future.
CADE Peru is an event of great relevance for Peru, offering communication opportunities for companies which must take advantage of them with a comprehensive strategy to generate value and differentiation for their brand. If you represent a company and want more tips on how to take advantage of these types of business meetings, visit the Sherlock Communications blog or contact us for a customized proposal.
