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Opening Keynote
May 15, 9:15–10 a.m.

"GE’s 15-Year Journey: Using Research to Protect Reputation, Enhance Culture and Drive Change"

From the depths of a reputational crisis, commercial market-making to stewarding an internal shift in culture, research and measurement can inform better messaging and strategy at every turn. Over the past 15 years of its 132-year history, GE has faced challenges to its reputation around product issues and corporate taxes, defined and made new markets around the Industrial Internet and driven cultural change among 300+ thousand employees. Gary Sheffer, GE’s vice president of communications and public affairs, shares his journey in understanding the value and role of research as an underutilized source of learning, and how to act on what matters most.

You will learn how:   

Gary Sheffer, vice president, communications and public affairs, General Electric Company, oversees external and internal communications at GE and provides strategic communications advice to GE executives on a full range of corporate reputation issues. In the public affairs role, Sheffer works with stakeholders to foster understanding of GE. He also currently serves as chair of the Arthur W. Page Society.