Tài liệu How to Plan a PR Campaign docx

What the Delegates Say More than 5,000 PR professionals have already attended How to Plan a PR Campaign. Here is what some of them had to say: “This is an excellent course. It is well structured, highly illuminating with outstanding course content.” CS, Manchester Airport “A very good course with excellent speakers. I highly recommend it” ZL, Bank of Scotland “This course is delivered by speakers of a very high quality. I will be recommending it to all my colleagues”. RG, Audit Commission ‘Clear, concise and, importantly, relevant throughout. I will certainly recommend this course to my colleagues’ JF, Ministry of Defence ‘This is a very good course. The quality of the teaching is exceptional.’ JA, National Savings & Investments ‘The course covers the PR planning in great depth. It is extremely well organised’. KP, L’Oreal ‘A brilliant course: stimulating, interesting and highly enjoyable’. PM, Orange ‘An excellent course that is well structured, well run and highly informative’. LT, Wales Tourist Board “This course is very instructive. The clear and practical approach to the lectures really helped and the exercises really tested the grey matter.” DC, London Zoo “I thoroughly enjoyed this course. The speakers, the course content and the high level of audience participation were all excellent.” SH, LIFFE ‘This is an excellent course. It is well structured, highly informative and has great speakers’. AK, English Partnerships. ‘ This course is very good. It is informative, interesting and thoroughly enjoyable. It provided me with many new ideas’. CG, IBM ‘Excellent. The course r eally gives a solid str uctur e to PR. The evaluation session was ver y helpful – it made a complicated topic ver y easy to understand’. KH, Financial Times ‘This course is ver y well organised and r eal value for money. The standard of tuition is ver y high. It suggested many cr eative ideas that I will definitely put into practice’. NS, Department For International Development. “A superb course. It offers real, down to earth solutions to the age old problems of how to plan and evaluate PR activity in a simple and effective way” MG, Renault “A very good course. The evaluation section was incredibly useful.” CK, Department of Trade and Industry An intensive two-day course on how to plan, implement and evaluate a professional PR campaign PR Plan a How to Campaign 12 and 13 October 2006 or 1 and 2 February 2007 The Grange Holborn Hotel London Find out how to plan a professional PR campaign Day One 09.15 Delegate’s Registration 09.30 An Introduction to PR planning During this session the fundamentals of PR planning – and what a well planned PR campaign should look like – are analysed: • How do you actually write a PR plan? What are the key steps? • How can you create a really exciting PR campaign – one that will generate maximum positive editorial coverage in the press? • The three key creative strategies that should always be included in any PR campaign. 11.15 Refr eshments 11.30 How to Plan a PR Campaign What should a really top notch PR plan contain? What do the professionals include? This session takes you thr ough all the critical stages of planning a PR campaign: • The essential stages of planning a PR campaign – and what to do at each stage. • How to plan a PR campaign specifically designed to launch a new product or service. • The common pitfalls of PR planning – and how to avoid them. 12.45 Lunch 14.00 How to W rite a PR Plan What should a PR plan look like? What should it say? This session explains the practicalities of sitting down and writing a full-blown PR campaign: • How to write a PR plan – a step-by-step guide. • What a PR plan should actually look like on paper (r eal life layouts ar e shown). • How to sit down and write a PR plan from scratch on your computer from a blank screen. 15.15 Refr eshments 15.30 How to Create a PR Campaign for ‘Unnewsworthy’ Pr oducts and Ser vices Creating a campaign designed to promote dull, uninteresting or ‘me-too’ products and services is the ultimate PR challenge. This session shows you: • How to create exciting PR campaigns around uninter esting pr oducts and ser vices. • How to devise a PR campaign that will pr oduce regular editorial coverage in the press. • Three case studies that will show you how to successfully implement a PR plan. 16.30 Close Programme Why is it that some PR campaigns succeed brilliantly, yet others fail? What should a PR plan actually look like? And what is the best way to evaluate the effectiveness of a PR campaign? Find out at How to Plan a PR Campaign. How to Plan a PR Campaign is an intensive two-day seminar designed to show communications professionals how to plan, implement and evaluate a PR campaign. Through the use of lectures, suggestions and workshops you will see: • How to plan a professional PR campaign • What a PR plan should look like on paper • How to pack your PR plan with genuinely original and creative PR ideas • How to implement a PR plan • How to evaluate the results What is the course like? How to Plan a PR Campaign star ts with the first principles of PR planning. It then reveals to you the tiny touches and details that frequently make the difference between success and failure (you will see, for instance, how certain PR tactics always seem to produce favourable results – whilst others don’t). You will see why so many conventional PR plans fail; and why most people get the cr eative side of PR planning wrong. You will find out exactly what a top notch, creative PR plan should look like; with important hints, like how to prepare regular pr ofessional PR evaluation reports for the boardroom. You will discover exactly how your PR strategy should be organised; what you need to do to execute it successfully; and how to evaluate the results point by point – with a parade of intriguing, relevant (and often surprising) case histories. ACT NOW. We expect the session to be heavily subscribed. Places are strictly limited and allocated on a first-come, first-ser ved basis. Quality Guarantee If this seminar does not live up to your expectations; if you do not come away with ideas well worth more than its cost; if you ar e dissatisfied for any reason whatsoever, we will be happy to refund all your payment absolutely without question. How to Plan a PR Campaign Day Two 09.15 Delegate’s registration 09.30 How To Evaluate the Success of a PR Campaign – The Theory What is the best way to evaluate the results of a PR campaign? How do others do it? During this session all the options are analysed: • What PR evaluation systems are available? What are their respective advantages? What are the costs? • What are the PR evaluation techniques that are the most popular with Eur ope’s top companies and organisations? • How to measure your PR results against the competition. 11.00 Refreshments 11.15 How To Evaluate the Success of a PR Campaign – The Practice How do you put the theory of PR evaluation into practice? What are the problems? And how can you make sure that your PR evaluation system is accurate? This session shows you: • How to implement a PR evaluation system. • How to demonstrate the success and achievements of a PR campaign to sceptical management. • How to develop a low cost PR evaluation system if the budget is tight. 12.45 Lunch 13.45 How to Create an Original and Exciting PR Campaign The creative content of a PR campaign can make or break its success. This session shows you how the UK’s top PR professionals work-up genuinely original and creative PR ideas from scratch: • How to cr eate genuinely original PR ideas. • The sorts of ideas that work in practice – and the sorts that don’t. • How to use ‘brainstorming’ techniques to help you when you are stuck for new ideas. 15.15 Refreshments 15.30 How to Put Y our Original and Exciting PR Campaign into Practice The right creative ideas are the core of any well- pr epar ed PR plan. But what is the best way to put those ideas into practice? This session explains: • How to put your creative PR ideas into practice. • How to monitor the effectiveness of your creative strategy – and fine tune it to impr ove results. • Five case studies which will show you how to develop and extend your cr eative horizons. 16.30 Close ✂ The PR Planning Checklist A copy of this comprehensive, step-by-step guide on how to plan, implement and evaluate a pr ofessional PR campaign is supplied FREE to all who attend this course. FREE THE PLANNING  CHECKLIST Registration How to Plan a PR Campaign To enrol: Call 0870 4203051 or Complete this form and send to: Meet The Press, 52 Alleyn Road Dulwich, London SE21 8AL Fax 020 8355 9342 enrol by email on: bookings@meetthepress.com I f booking by email please include all the information requested below. Send no money. Your company will be invoiced. I want to find out how to plan, implement and evaluate a professional PR campaign. Please enrol the following individual(s) on the two-day course How to Plan a PR Campaign. I understand I will be invoiced for £995.50 (for one delegate) or £1891.00 (for two delegates) – a saving of £100. In addition, I will receive a 10 per cent discount if my organisation is listed overleaf. I further understand that if I am not absolutely delighted with the course I will receive a full refund without question. YES 1st DELEGATE (print first and last name)Dr/Mr/Mrs/Miss/Ms J OB TITLE EMAIL ADDRESS DATE (tick the course date you require) ■ ■ 12/13 October 2006 or ■ ■ 1/2 February 2007 2nd DELEGATE (print first and last name)Dr/Mr/Mrs/Miss/Ms J OB TITLE EMAIL ADDRESS DATE (tick the course date you require) ■ ■ 12/13 October 2006 or ■ ■ 1/2 Febr uary 2007 ORGANISATION ADDRESS POSTCODE TEL ■ ■ Tick if claiming a discount (see overleaf). All correspondence will be addressed to the person above, unless instructed otherwise below. Further Information V enue The Grange Holborn Hotel 50-60 Southampton Row London WC1B 4AR Tel: 44 (0) 20 7242 1800 Seminar Leader Nicholas van Zanten BA (Hons), FInstD, MIPR A member of MENSA and one of Europe’s leading PR trainers. Formerly a journalist for Which? Magazine he has been involved in PR training for more than 15 years. Course Fee £995.50 plus £174.21 VAT. Two delegates from the same company save £100. The cost for two is £1891.00 plus £295.93 VAT. An additional 10 per cent discount is given if your organisation is listed opposite. The fee includes lunch, refreshments and full course documentation. Confirmation Once you have booked, written confirmation will be sent to you, along with a map of the venue and an invoice. Full payment must be received within 30 days of the invoice date. Cancellations and Substitutions Cancellations can be made up to 14 days prior to the day of the course, but subject to an administration charge of £75. Payment in full is required for cancellations of less that 14 days notice. Substitutions can be made at any time as long as Meet The Press is informed. Hotels The course fee does not include hotel accommodation. If you would like to stay in a hotel we recommend you call Booking Services International on 01823 444440. They will book any hotel of your choice at a preferential rate. Other PR Training Courses Meet The Press is Britain’s biggest PR training company. Other courses include: • Meet The Press An intensive two-day media relations seminar conducted personally by eight of the UK top editors and journalists. Run four times a year in London. Cost is £995.50 plus VAT. • Creative PR Copywriting An intensive two day workshop that will show you how to dramatically improve your PR writing skills. Run six times a year in London. Cost is £995.50 plus VAT. • Public Relations for Absolute Beginners A complete two-day introduction to public relations for those with no previous experience whatsoever. Run every month in London. Cost is £995.50 plus VAT. • Public Relations Finishing School An intensive two-day advanced level seminar for public relations professionals. Run three times a year in London. Cost is £995.50 plus VAT. For More Information Contact Meet The Press, 52 Alleyn Road Dulwich, London SE21 8AL Telephone 0870 4203051 Contact our web site www.meetthepress.com Email: info@meetthepress.com ORGANISED BY BRITAIN’S BIGGEST PR TRAINING COMP ANY DO YOU QUALIFY FOR A DISCOUNT? The organisations below have sent at least one delegate on a Meet the Press PR training course. If you work for a company listed, or subsidiary, you can claim a 10 per cent discount off the cost of your booking. Please tick the appropriate box on the reservation application overleaf to claim your discount. The names of many organisations have been abbreviated so as to include all qualifying members on this list. 2 0-20 PR * 3 i * 3 M A & R * A G Barr * A bbott Labs * A bbott Mead Vickers * A CCA * A ccord Housing * A CNielsen * A DAS * A decco * A didas * A dmiral Insurance * A EA * A EGON * A ge Concern * A kzo * A lchemy PR * A ldbourne Associates * A lliance & Leicester * A lliance Trust * A llied Domecq * A llied Irish Bank * A ltitude Media * A lvis * A MD * A mersham * A MEX * A micus * A nglian Home * A nglian Water * A PACS * A rab British Chamber Commerc * A rcadia * A rchitects Registration Board * A rriva * A rts Council * A SC0 * A scot Racecourse * A ssociation of British Insurers * A ssociation of First Division Civil Servants * A ssociation of Train Operating Companies * A straZeneca * A strium * A t Bristol * A TI Technologies * A tomic Weapons E stablishment * A udit Commission * A VAB * A very Berkel * A von & Somerset Constabulary * A von Cosmetics * A WG * A xa b 2b Communications * B AA Heathrow * B ACO * B AE * B aker & McKenzie * B alfour Beatty * B ank of England * B ank of S cotland * B arbican * B arclaycard * B arclays * B artle Bogle Hegarty * B ass Brewers * B ayer * B BC * B BSRC * B DO Stoy Hayward * B edfordshire and Luton Chamber * B eiersdorf * B elfast City Council * B ermuda Advisors * B erry Bros & Rudd * B etterpr * B G G roup * B inney & Smith * B irmingham Hippodrome * B irmingham Midshires * B iss Lancaster * B iwater * B lackpool Pleasure B each * B lomfield * B MG Records * B MP DDB * B oehringer Ingelheim * B on Voyage Travel & Tours * B oots * B orough Council o f Wellingborough * B P * B reakthrough Breast Cancer * B ridgepoint Capital * B righton & Hove CT PCT * B ritannic Asset M anagement * B ritish Airways * B ritish American Tobacco * B ritish Computer Society * B ritish Energy * B ritish Library * B ritish Nuclear Fuels * British Olympic Association * British Printing Industries Association * British Security Industry Association * British T oy and Hobby Association * B ritish Venture Capital Association * B ritish Waterways * B rotaf Health Authority * B ryant Group * BSkyB * BT * Building Societies Association * Burger King * Burton McCall * Business in the Community * Buy As You View * BVCA Cable & Wireless * Calor Gas * Camargue * Cardiff Marketing * Cargill * Carphone Warehouse * Casio * Causeway Health & Social Services * Centrica * CGU Insurance * Chamber of Commerce Hereford & Worcester * Chamberlain Partnership * Channel 5 * Charities Aid Foundation * Chartered Institute of Bankers * Chartered Institute of Management Accountants * Chartered Society of Physiotherapy * Chelsea Building Society * Chemical Industries Association * Chessington World of Adventure * ChevronTexaco * Chrysalis * Churchill Insurance * CIB PR * CIFT * Citigate Westminster * Citroen * City of London Police * City University * Civil Aviation Authority * Clipper Teas * CLRC * Clydesdale Bank * CMG * Coca-Cola * Cohesive PR * COI * Comet * Commission for Racial Equality * Communications Workers Union * Companies House * Connectpoint PR * Connex South Eastern * ConocoPhillips * Construction Industry Training Board * Co-Op * Copeland Borough Council * Corporation of London * Costain G roup * Countryside Agency * Countryside Council for Wales * Coventry Building Society * Coventry City Council * Crown Estate * Crown Prosecution Service * CSC Lakeside * Cummins Engines * Cushman & Wakefield Healey & Baker * Cutty Sark D aimlerChrysler * Dairy Farmers of Britain * Dalepak Foods * Danish Bacon & Meat Council * Data Systems & Solutions * Datastream * David Lloyd * Debenhams * Defence Science & Technology Laboratory * DEFRA * Department for Education and Skills * Department for International Development * Department for Social Development * Department for Transport * Department for Work & P ensions * Department of Culture, Arts & Leisure * Department of Health * Department of the Environment * Department of Trade and I ndustry * Design Council * Development Board Rural Wales * Direct Line * Direct Travel * Discovery Networks * Disney * Dolby Labs * Donaldsons * Doncasters * Dorchester * Dowell & Associates * Dresdner Kleinwort Wasserstein * Driving Standards Agency * DTLR * DVLA * Dyson E.ON * East Midlands Development Agency * East Staffordshire Borough Council * ECGD * Economic & Social Research Council * Economist * Edge Hill College * Egg * Electoral Commission * Electric Shop * Electronic Data Systems * EML * EMXCo * Endsleigh Insurance * Energy Saving Trust * English Heritage * English Nature * English Partnerships * English, Welsh & S cottish Railways * Environment Agency * Eon * Epping Forest District Council * EPSRC * Ern st & Young * ES (Air) * Essex County F ire & Rescue * Eurobrand * Eurocamp * Euronext.LIFFE * Europcar * European Bank for Reconstruction & Development * Eurotunnel * Express Gifts Falkland Island Govern ment * Fensa * Ferndale Hotels * Fidelity * Finance & Leasing Association * Financial Services Authority * Financial Ti mes * First Direct * Fishburn Hedges * Flextech * Food Standard s Agency * Forestry Commission * Foru m Products * Forward Trust * Foseco * Freemans * Friskies Pet Care * Fuller Smith & Turner Geest * Geffrye Museum * General Dental Council * General Medical Council * General Te aching Council * GeoPost * Glass & Glazing Federation * GlaxoSmithKline * Glen Dimplex * Gleneagles * Glenmorangie * Goldfish * Gordon Bruce Associates * Greater London Authority * Gre ater Manchester Fire Serv ice * Greater Manchester Police * Greater Merseyside Learning & Skills Council * Greenwich Foundation * Griffin Factors * Griff in PR * Groundwork Foundation * Guru * GWR H addonstone * Halfords * Halifax * Hampton Court * Hanson * Health and Safety Executive * Health Development Agency * Health Education Board for Scotland * Heritage Lottery Fund * Hewitt Bacon & Wo odrow * HFC Bank * Higher Education Funding Council for England * Highlands & Islands Enterprise * Highways Agency * Hill House Hammond * Hilton * Hip Designs * Historic Royal Palaces * Historic Scotland * HM Land Registry * HM Revenue & Customs * HM Treasury * HMV * Home Office * Homebase * Honda * Honeywell * House of Commons * House of Lords * Housing Corporation * Howard Kennedy * HSBC * Human Fertilisation & Embryology Authority * Hydro Agri * Hyperlink Interactive * Hyundai Car ICI * IG Index * IGD * Ikea * Image Group * Imperial Tobacco * Imperial War Museum * Information Commissioners Office * ING Barings * Innogy * Institute of Actuaries * Institute of Cancer Research * Institute of Chartered Accountants * Intel * InterContinental Hotels * International Herald Tribune * International Motors * Invesco Perpetual * Investcorp International * IPA * ISIS Research * ITV J Sainsburys * Jaguar * Jane's Information * Jetix * Jewish Care * Jobcentre Plus * John Lewis * Johnson Matthey * Judge Institute of Management Karcher * Kennel Club * Kent Constabulary * Kier * Kimberly Clark * King Sturge * Kingston Internet * Kingston University * Kodak * Komatsu * KPMG * Kraft * Kuoni Ladbrokes * Land Securities * Lansing Linde * Law Society * Leapfrog PR * Learning and Skills Council * Learning and Skills Development Agency * LEDU * Legal & General * Lehman Brothers * Leicester Promotions * Leo Pharmaceuticals * Lever Faberge * Levi Strauss * Lex * Lexis PR * Liberal International * Liberata * Liberty Marketing * Libra * Lincolnshire Development * Liverpool Victoria Friendly Society * Lloyds of London * Lloyds TSB * Lockheed Martin * London Assembly * London Bor ough of Camden * London Borough of Harrow * London City Airport * London Electricity * London First * London Stock Exchange * London Underground * London Zoo * L'Oreal Mainland PR * Manchester Airport * Markel International * Marketforce Communications * Marks & Spencer * Mars * Marsh * Matsushita * Mazda * MBNA * McArthurGlen * McDonald's * McKinsey * Meadowhall Centre * Medway Council * Merck Sharp & Dohme * Mersey Ferries * Merseycare NHS Trust * Merseyside Police * Met Office * Metronet * Metropolitan Police * MFI * Mid Beds District Council * Midland Mainline * Mila Hardware * Mills & Reeve * Milton Keynes Bor ough Council * Ministr y of Defence * Mitchells & Butlers * Mobil * Moet Hennessy * Morgan Grenfell * Morgan Stanley * Mothercare * Motorcycle Action Group * Multi Media PR National Archives * National Army Museum * National Assembly for Wales * National Care Standards Commission * National Clinical Assessment Authority * National Crime Squad * National Galleries of Scotland * National Gallery * National Grid * National Hi-T ech Crime Unit * National House Building Council * National Lottery Commission * National Maritime Museum * National Museum of Photograpy , Film & TV * National Physical Laboratory * National Savings and Investement * National Statistics * Nationwide Building Society * NatW est * Naval Bases & Supply Agency * Neilson * Nestle * Newcastle Building Society * Newcastle College * Newcastle Gateshead Initiative * Newcontacts * News International * Newspaper Society * NFU Mutual Insurance Society * NHS Executive * NHS Health Scotland * NHS Information Authority * Nickelodeon * Nicola Jane * NIE * Nintendo * NM Rothschild * Noonan Russo * Nor thern Ir eland Information Service * Northumbria T ourist Board * Nor wich & Peterborough Building Society * Nor wich Airpor t * Novar tis * ntl Odd Fellows Friendly Society * Ofcom * Office of the Deputy Prime Minister * OFGEM * Orange * Ordnance Survey * Osborne Clarke * Oxford Brookes University PA Consulting * Pace Micro Technology * Parkridge Holdings * PB Power * Peninsula Medical School * Penrose Financial * Pensions Regulator * Per mira * Peterbor ough City Council * Peters * Pettifor Mor row * Peugeot * Pfizer * PFPR Communications * PHH * Phoenix * Plan Inter national * Platfor m PR * Police Infor mation T echnology Organisation * Pomegranate PR * Pool of London Partnership * Por tman Building Society * Post Of fice * Postcomm * Postwatch * Power gen * PP ARC * PPL * PPP Healthcar e * Pr ess Complaints Commission * Pricewater houseCoopers * Prime Minister ’ s Of fice * Prince of W ales Of fice * Pr octer & Gamble * Pr udential QinetiQ * Queen Elizabeth II Conference Centre RAF Benevolent Fund * RAF Valley * Rail Link Engineering * Railtrack * Ramesys * Rank * Rapier * Razor PR * Renaisi * Renault * Rentokil Initial * Resour ce Par tners * Reuters * RICS * RM * RNLI * Robert Evans MEP * Robert Half Inter national * Roche * Rolls Royce * Ross & Cr omar ty Enterprise * Rowland Communications * Royal Ar mouries Museum * Royal Bank of Scotland * Royal College of Nursing * Royal Liver Assurance * Royal London * Royal Mail * Royal Navy * Royal Phar maceutical Society * Royal Sun Alliance * RSPB * Rural Payments Agency S4C * SABMiller * Safeway * Saga * Saudi Petr oleum * Scott Brownrigg and Turner * Scottish & Newcastle * Scottish Enterprise * Scottish Life * Scottish Natural Heritage * Scottish Power * Scottish W ater * Scottish W idows * Sector Skills Development Agency * Securicor * Securities Institute * SEEDA * Serco Defence and Aerospace * Sever n T r ent * Sheffield Hallam University * Shell Stanlow * Shepherd Construction * Signet * Site Confidence * Six Continents * Skipton Building Society * Skoda * Smith & W illiamson * Society of Antiquaries * Sony * South W est T rains * Specsavers * Splash PR * Sputnik Communications * Standar d Life * Star wood Hotels * States of Jersey Police * Strategic Rail Authority * Str utt & Parker * Superdrug * Surrey County Council * Sussex Police * Suttons Seeds * Swallow * Swan Stabilo * Swedish Travel & Tourism * Syntegra Tamesis * Tate Gallery * Taylor Nelson Sofres * Taylor Woodrow * Tea Council * TEAMtalk.com * Teamwork Marketing * Technology Par tnership * T ed Baker * Telewest * Tesco * Thames Water * Thomas Cook * T-Mobile * TNT * Toshiba * TotalFinaElf * Towers Perrin * T ur ner Br oadcasting * TXU UBS * UCAS * UCB Home Loans * UFI * UK Trade & Investment * UKTV * Unilever * United Biscuits * United Dair y Far mers * United Utilities * Universal Music * Universities UK * University of Aber deen * University of Bir mingham * University of Brighton * University of Buckingham * University of Northumbria * University of Portsmouth * University of Ulster * University of Warwick Valuation Office * Variety Foods * Victoria & Albert * Virgin * Viridian * Visa * VisitScotland * Vodafone * V olvo Waitrose * Wales Tourist Board * Walkers * Walt Disney * Warden Housing Association * Waste & Resources Action Pr ogramme * W averley V intners * WCRM OLE * W eil Gotshal & Manges * Wella * Wellcome Trust * Welsh Assembly * Welsh Development Agency * W elsh Language Boar d * W est Br omwich Building Society * W est London Mental Health NHS T rust * Westminster City Council * Whitbread * Windsor Life * Wolff Olins * World Wide Fund for Nature * Write Image Xerox * xrefer Yakult * Yorkshire Cable * Yorkshire Forward * Youth Justice Board Zurich ZY X W V U T S R Q P O N M L K J I H G F E D C B A . evaluate the effectiveness of a PR campaign? Find out at How to Plan a PR Campaign. How to Plan a PR Campaign is an intensive two-day seminar designed to. • How to plan a professional PR campaign • What a PR plan should look like on paper • How to pack your PR plan with genuinely original and creative PR