When natural disasters such as earthquakes, floods, droughts and typhoons, happen, MNCs often start their crisis management procedure for immediate help to the affected regions. However, insufficient or improper reactions often generate misinterpretation by the public, and sometimes even lead to PR catastrophes. Many companies still remember the “iron rooster list” (international miser list) circulated on the internet, accusing MNCs of their little to no donation to the Wenchuan earthquake in 2008. Despite the inaccuracies, these accusations were nevertheless proven to be harmful, tainting the corporate image in an undesirable manner and bringing MNCs and SMEs to their bottleneck in their preparation for disaster relief.

Starting in 2008, disaster relief has been increasingly brought up to the CSR and Government Relations agenda. MNCs’ relief efforts have become more rational and impactful, and the following key trends have emerged:
• Donation has shifted from large and one-time payment to diversified and traceable payments that also involve in-kind transfers
• Response time remains short and urgent for B2C companies but less so for B2B ones
• Relief efforts have evolved to range from emergency aids to post-disaster reconstruction assistance
• Corporate expertise have been better utilized and incorporated into disaster relief strategies as a unique advantage.

More and more companies are fostering best practices as thought leaders in disaster relief in China. Since 2014, leading NGOs in China have formed various disaster relief alliances to improve transparency in the management of donated funds.
How can MNCs rethink and redesign disaster relief? We are inviting three distinguished experts in the field to share with you their insights. Both best practices and common pitfalls in disaster relief will be discussed with case presentation. The seminar will also explore the different approaches to preparing disaster relief strategies, depending on individual companies’ aims and needs. A workshop will follow to develop models of disaster relief guidelines.

Agenda
14.00-14.30 Registration
14:30-14:35 Opening remarks, Mr. Hui Zhang, Chairman of Corporate Social Responsibility Shanghai Forum, European Chamber
14.35-14:55 The potentials of collective disaster relief efforts – China CSR Map (CCM) Disaster Relief Alliance by Dr. Peiyuan Guo, General Manager at SYNTAO
14:55-15:15 Evolution from responsive to proactive action disaster relief by Ms. Coco Zhang, Vice President at Mary Kay China
15:15-15:35 An insider’s view on developing a proactive disaster management strategy by Mr. Oliver Yang, Deputy Secretary General, Shanghai Song Ching Ling Foundation
15:35-16:35 Disaster Relief Guideline Workshop moderated by Mr. Hui Zhang, Chairman of Corporate Social Responsibility Shanghai Forum, European Chamber
16:35-17:00 Wrap-up of the event and closing remarks

Our Speakers

Dr. Peiyuan Guo, General Manager, SYNTAO
Dr. Guo Peiyuan focuses on research and consultancy about CSR and sustainable finance issues in China. During the last few years, he has performed extensive research on CSR and socially responsible investment (SRI) cases in the Chinese market. Acknowledged for his comprehensive and in depth understanding of CSR & SRI development in China, he has been invited to attend and speak at several international CSR and SRI conferences in China and abroad. In addition, Dr. Guo had been invited to join the advisory board of the China CSR Forum organized by China Newsweek, EA30 CSR Index organized by HERI, and jury committee for the Golden Bee CSR Award. He is also an advisor to several organizations such as China Corporate Citizen Committee, ASrIA, China Water Risk, etc. Dr.Guo serves as a stakeholder council member for GRI and joined one of the working groups for GRI G4 development. In 2005, Dr. Guo co-founded SynTao in Beijing, a CSR/SRI consulting firm that aims to create value by providing consulting, training and research services to clients ranging from businesses to NGOs.
Dr. Guo graduated from Tsinghua University, holds doctoral degree on management and a bachelor degree on environmental engineering. He also takes teaching roles in Tsinghua University and Beijing Normal University.

Coco Zhang, VP External Affairs, Mary Kay (China) Cosmetics Co., Ltd
Since 2014, Coco Zhang is a Vice President in charge of external affairs in Mary Kay (China) Cosmetics Co., Ltd. Coco has overall responsibility for all government affairs, media affairs, corporate social responsibility and customer service of the company. Meanwhile, as a member of the leadership, she has full participation in decision-making and development of company strategies in China.
Coco Zhang joined Mary Kay China in 1997. In her 16 years with the company, she helped create a benign business environment for Mary Kay China to facilitate its development and growth. Coco held posts in operations, sales, logistics and other departments and led in the company’s ordering electronization, logistics and customer service center outsourcing, Gen-Y program, as well as in establishing volunteer associations, etc.

Oliver Yang, Deputy Secretary General, Shanghai Song Ching Ling Foundation
Oliver joined the Shanghai Soong Ching Ling Foundation (SSCLF) in March 2013. He serves as Deputy Secretary-General and is in charge of strategy development, policy planning, external communication and advocacy. Oliver also leads and facilitates the collaboration between multinationals and SSCLF on CSR and sustainable development agenda. Before he had served as CSR and Government Relations Manager of the American Chamber of Commerce in Shanghai for more than 7 years. He joined the Chamber in 2005 and led Chamber’s robust Corporate Social Responsibility program. Trough initiatives in community outreach, environmental stewardship, employee health & safety, corporate governance, public healthcare, NGO capacity building, and public private partnership, AmCham Shanghai CSR program has been growing to be an effective platform for different stakeholders to communicate and collaborate.
Mr. Yang works closely with the central and local government, Chinese think-tanks, NGOs and companies to smooth communication channels and cement the relations between government authorities and business community through strategic and institutional approach.

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