Essential Skills for Generating & Measuring a Compelling Integrated PR Campaign

12 May 2008, Royal Plaza on Scotts, Singapore 30 May 2008, JW Marriott, Kuala Lumpur, Malaysia

 

WORKSHOP OVERVIEW

Are You Ready to Engage Your Stakeholders Online?

Digital media is gaining an increasingly important foothold in today’s communications. Bloggers, podcasters and other netizens are playing an influential role in shaping traditional media and stakeholders’ perceptions on organisations. Instead of ‘controlling’ messages, companies can only now influence them.   However, this may not at all be bad news as the web provides unparalleled opportunities for all organisations (be it B2C, B2B, government etc) to increase the reach of their communications, generate buzz, deepen relationships with stakeholders and discover what their stakeholders really need and want.   This workshop is designed for you to understand the dynamics of social media, its impact on traditional PR and how to integrate new media into your existing PR programmes. It will focus on BOTH the principles AND practicalities of planning, implementing and measuring INTEGRATED and ONLINE PR campaigns.   What You’ll Learn: Successful case examples on how organisations such as Dell, GM, Lenovo, Sony, TCL & others are using digital media in their PR campaigns Strategic Approaches on how social media technologies can complement traditional media relations, launches, events and issue management Tips on how companies can engage key stakeholders and manage their reputation online Gain knowledge on ways to measure the effectiveness of online PR and digital media programmes Practical exercise on how to identify and track influential bloggers using a range of free tools

ABOUT THE WORKSHOP LEADER Charlie Pownall, Lead Digital Strategist, Burson-Marsteller Asia Pacific Charlie Pownall draws on nearly ten years of experience in new media to provide Burson-Marsteller clients across Asia Pacific with interactive and digital communications advice. He leads the company’s digital offer and co-ordinates its team of digital consultants across the region. Charlie joined Burson-Marsteller in January 2007 from advertising and marketing services network WPP, where he led the team that devised and implemented the company’s new media strategy, re-launching its corporate website and Group intranet and rolling out new digital marketing tools, including search engine optimization, content syndication, email newsletters, podcasts, e-training modules etc. Previously, Charlie was a freelance consultant, providing new media consultancy to design firm Addison Corporate Marketing and its clients EADS, Boots, Novartis and Novar plc, and conducted media relations for Swedish wireless broadband supplier Icomera AB.   He was an interactive planner on London Business School, The V&A Museum and subsequently Communications Director during the expansion and IPO of internet consultancy syzygy AG. Earlier, Charlie spent 4 years at the European Commission as a press officer, speechwriter and analyst.

WORKSHOP AGENDA

Session 1: Understanding the New Communications Environment How the internet is changing media and communications How journalists, customers and other stakeholders are using social media in   Singapore and across Asia The new PR & communications landscape Session 2: New Opportunities & Challenges for Companies Principles of the new communications Using conversational and word-of-mouth marketing as tools to listen to and enter into dialogue with stakeholders, increase awareness and generate buzz Employee communications as a means to pilot social media and identify employee advocates Session 3: Social Media Technologies & Tools A close look at the most popular social media technologies and tools (blogs, social networks, virtual worlds, widgets, wikis etc) - what they are, how they work and how companies are using them to enhance their communications Special focus on search engines: How they work and how companies can use them to extend the reach of their communications and manage their reputations Session 4: Strategic Approaches How to use online PR to complement traditional media relations and in pre-launch, launch and post-launch communications Digital media in issues and crisis management Metrics and tools to measure integrated and online PR programmes EXERCISE: How to identify online influencers, understand how they work, ways to build relationship with them and how to integrate them into your existing communication programmes Session 5: Applying the Principles & Practices of Integrated and Online PR Methodology for approaching integrated communications programmes Rules of engagement with bloggers and other netizens Corporate blog procedures and policies Do’s and don’ts of Wikipedia Summary and Recap of Key Learning Points

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Who Should Attend

CEOs, Vice-Presidents, Directors, and Consultants who are in charge of Public Relations, Corporate/Marketing Communications, Media Relations, Public Affairs, Corporate Branding and Digital Communications

 

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