C L A R I D E N March 2013 Knowledge for the world business leaders

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1 C L A R I D E N March 2013 Knowledge for the world business leaders The Ritz-Carlton, Kuala Lumpur Planning and Managing Successful PR Campaigns Faculty Director Donald Steel Donald Steel was previously the Chief Media Spokesman and Chief Communications Advisor at the BBC in London. A former world renowned presenter, he has promoted and represented some of BBC s best known programs and public personalities. The UK s PR Week magazine has recently named him top 100 most influential PR practitioners globally. He now works with leading brands, from high-profile individuals to global airlines across the UK, Europe, the Middle East and Asia Pacific. Donald is also a Lecturer at the London School of Economics. Tina Di Cicco Tina Di Cicco is a senior marketing, PR and social media pioneer based in Singapore and Hong Kong. Tina cofounded I-Quest Corporation which went on to become a successful IT and travel solutions for Asia and Europe in the MICE industry. She has led PR and marketing at the InterContinental Hotels Group and Lufthansa where she ran the branding and launch strategies behind some of Asia s PR success stories. She now advises leading brands in their communications and media programs. It was a huge privilege to have such close tuition, in a good group. I hope and trust it will stick with me for a long time. I would recommend it very highly to anyone, whether undertaking or advising on this type of media activity. Director of Communications This was, quite simply, the best course I have ever been on in the company. It provided a terrific insight into dealing with tough questions but had so many applications; I m sure there were many executives who would have benefitted from attending Executive Producer, European broadcaster

2 Planning and Managing Successful PR Campaigns F A C U L T Y D I R E C T O R Mr Donald Steel Donald Steel was previously the Chief Media Spokesman and Chief Communications Advisor at the BBC in London. A former world renowned presenter, he has promoted and represented some of BBC s best known programs and public personalities. The UK s PR Week magazine has recently named him top 100 most influential PR practitioners globally. He now works with leading brands, from high-profile individuals to global airlines across the UK, Europe, the Middle East and Asia Pacific. Donald is also a Lecturer at the London School of Economics. Tina Di Cicco Tina Di Cicco is a senior marketing, PR and social media pioneer based in Singapore and Hong Kong. Tina co-founded I-Quest Corporation which went on to become a successful IT and travel solutions for Asia and Europe in the MICE industry. She has led PR and marketing at the InterContinental Hotels Group and Lufthansa where she ran the branding and launch strategies behind some of Asia s PR success stories. She now advises leading brands in their communications and media programs. EXECUTIVE SUMMARY Program: Dates: Location: Planning and Managing Successful PR Campaigns March 2013 (2 days) The Ritz-Carlton, Kuala Lumpur Early Bird 1 (Register & pay by 25 Jan 2013): US$2,150 Early Bird 2 (Register & pay by 22 Feb 2013): US$2,350 Regular Tuition Fee: U S$2,450 For limited period only: Registration for 2 participants, 10% on 2nd participant. For limited time only by 22 Feb, registration for 3 participants, the 4th participant will receive a complimentary seat (one discount scheme will apply). Note: GST is applicable only to participants from Singapore registered companies. Program Essence: This highly interactive two-day executive program Planning and Managing a Successful PR Campaign is designed for Marketing, PR and Corporate communications professionals to provide you a complete understanding of how strategic public relations campaigns can be successfully planned and delivered in a fast-changing global and local media landscape. In this program, you will learn how PR, marketing and social media can be integrated successfully to promote your brand, enhance your company s profile and market your product with powerful results. Designed to provide you with a solid PR foundation to engage the press, television and media, you will learn how to enhance your public relations and marketing campaigns with creative and lateral thinking and complement the way media receives, process and delivers your messages. You will learn the skills of active story telling and how your brand and company s story can be told across multiple platforms, from newspapers, television and radio to social media and the blogosphere. You will also discover how PR can operate in a reputational crisis, not only to defend brand trust but emerge from the crisis with trust enhanced. At the end of the two days, you will be able to lead and manage successful PR campaign within your organization to deliver breakthrough media strategies. Taught by renowned experts in the communications world, the intensive two-day program is led by two outstanding professionals from the PR world in Asia Pacific and London. 1

3 PROGRAM INTRODUCTION Many global companies now see effective communication as a vital skill for senior managers. From Richard Branson to Indra Nooyi, it is clear that executives who are effective communicators are in a position to define, explain, promote and tell the story of their brand. Meanwhile, the world of communications is in continuous revolution with brands struggling to keep up with the latest development. The world has moved on from the Internet and blogs to new social media innovations such as Pinterest, Klout, etc. and to understanding and using the latest in mobile technology and cloud computing. This highly interactive course explores how PR should operate in the midst of this fast moving situation. From the principles of brand trust and the basic ideas of story-telling through to social media and crisis communications, this leadership and management program will underpin your knowledge about how PR works and will challenge you to go back to your company with renewed fervor about the importance of strategic messaging and story-telling in everything the company does. Whether you are the chief executive, a marketer, PR or communications professional, this executive program is designed to help you think more strategically about PR as it seeks to support your brand and how it weaves into the different functions in the organization and what your strategic role in this matrix is. You will learn how to become an active, not passive, consumer of media and an advocate for a strategic approach to integrated PR and marketing. The program explores the need for creativity in PR, matched with a rigorous approach to risk management of your campaigns and programs. The course will look at examples of successful PR in carefully selected case studies; while expert speakers will look at how some current hot topics such as measurement of PR success and mobile technology can be approached. With group discussions and interaction, the program will maximize the benefit of all of the delegates experience in a supportive atmosphere. This executive program will leave you with a strategic view of PR and equip you with skills in communicating your story to the media and to your different audiences. KEY TAKEAWAYS In this intensive two-day executive program, you will learn to: Strengthen and enhance your knowledge of how public relations, corporate communications, marketing, brand management and other disciplines work hand-in-glove, in an integrated way to benefit your brand or raise your company s profile Tactfully engage the media, press or television to enhance your public relations and marketing campaigns with creative and lateral thinking and by complementing how media receives, process and delivers your messages. Use the fundamentals of story-telling to build your brand, enhance brand value and strengthen brand love and affinity with your target audience Use techniques to promote stronger key messaging within your company and explore ways of communicating more effectively with senior leaders and teams in your organization whether its delivering information, presenting a campaign or resolving a crisis situation Apply relevant social media strategies in the public relations, communications and marketing mix and recognize the scope, power and reach of mobile in delivery your brand message Become active media consumers, understanding the nuances and idiosyncrasy of the media and news process and using this knowledge in your continuing professional development Use the foundation of building trust in your brand to guide crisis communications strategy and plans to help you achieve audience support and advocacy for your brand. At the end of the two-day program, you will return to your company with an invigorated approach to the science and art of public relations and with an ability to work with, contribute to and lead the work of the public relations team or agency P A R T I C I P A N T M I X This executive program is designed for Directors, Managers, Vice Presidents, Senior Directors, Senior VPs, and General Managers who have responsibilities in protecting the brand and promoting their organization s name and reputation and in articulating to external audiences and media the company s aspirations and ideals Organizational leaders who are leading, managing or overseeing marketing, PR and communication functions and teams in the company or agency, and wish to enhance and innovate their PR approaches and advance their leadership to the next level Practitioners, professionals, entrepreneurs, individuals who are launching or leading businesses and believe that public relations is key to the success of their enterprise 2

4 TWO DAY AGENDA DAY 1 MORNING Public Relations is Everyone s Role in the Organization An Overview of Public Relations What PR is and what it is not What is its role in a company in the digital age Assessing the value of PR in the company or brand Getting The Right Message Across: Story-telling Setting firm foundations for story-telling in the traditional and online media and in the social media universe The Five Ws of a story in news reporting and how they can strengthen your messaging across platforms DAY 1 AFTERNOON The Evolution of Media and the Thinking Behind Successful PR Programs The changing media landscape and do the traditional principles still apply What is news really and what role does brand trust play in the messaging How has the public relations function evolved and developed in the organization How social media has changed the way we do PR How can PR impact the overall success of your corporate strategy How does the shift to mobile and the cloud affect the practice of PR DAY 2 MORNING The Communications Matrix When do you integrate PR, marketing and brand strategy and execution Where does PR sit in the organization and how should this function relate to other roles How to measure success of PR campaign in tandem with marketing and brand management When is corporate PR integrated in the brand and marketing mix Advocacy versus Awareness Understanding which type of PR action will deliver the most love for your brand Enhancing audience engagement with the right campaigns and effective tools and platforms Registration begins at 8.30 am on Day 1. Program starts at 9 am on all days, and ends at 5pm. There will be breaks for midmorning refreshment, lunch and mid-afternoon refreshment. Programs, dates and locations are subject to change. 3

5 TWO DAY AGENDA DAY 2 AFTERNOON A Crisis Can Strike Anytime: Are you Ready? When is a situation a crisis and what are its repercussions to the brand Assessing your preparedness in a crisis situation What are the skills, tools and resources when a crisis arise The increasing role of social media in a crisis Managing up, down and sideways in a crisis mode What are the opportunities to augment your brand in a crisis situation Protecting, preserving and enhancing your reputation after a crisis When is a Public Relations Program Successful How is PR effectively monitored and measured Open-source and proprietary tools in monitoring and measuring your campaigns What type of reports can make a difference in evaluating your PR work Your PR and Communications Leadership Managing a successful team to deliver breakthrough PR Understanding the expectations of key stakeholders in the PR function Integration of social media tools, skills and best practices into your PR strategy and resources Identifying your areas of leadership in communications Managing and leading change in PR and communications in your organization Awarding Certificates One of the best lectures I have ever been to. I thought that it was extremely interesting and insightful - London School of Economics Highest rated speaker with score 9.10/ Strategic Communications Conference, Dubai 2011 Registration begins at 8.30 am on Day 1. Program starts at 9 am on all days, and ends at 5pm. There will be breaks for midmorning refreshment, lunch and mid-afternoon refreshment. Programs, dates and locations are subject to change. 4

6 PLANNING AND MANAGING SUCCESSFUL PR CAMPAIGNS March 2013 The Ritz-Carlton, Kuala Lumpur REGISTRATION PAGE C L A R I D E N Knowledge for the world business leaders Booking Contact (Approving Manager) Mr/Mrs/Ms: Job Title: Department: Telephone: Fax: Organisation: Address: Postal Code: I would like to receive more information on hotel accommodation using Clariden Global corporate rate. Please register the following participant(s) for this Program: 1st Participant Name (Mr/Mrs/Ms): 2nd Participant Name (Mr/Mrs/Ms): 3rd Participant Name (Mr/Mrs/Ms): 4th Participant Name (Mr/Mrs/Ms): PROGRAM FEES 1 ST EARLY BIRD FEE: US$2,150 (Registration and payment must be received by 25 January 2013) 2 ND EARLY BIRD FEE: US$2,350 (Registration and payment must be received by 22 February 2013) REGULAR FEE: US$2,450 GROUP DISCOUNT: For 2 registrations from the same company and billing source, the 2nd participant enjoys a 10% discount. For registrations of 3 from the same company and billing source, the 4th participant receives a complimentary seat. One discount scheme applies per company. Note: GST is applicable only to participants from Singapore registered companies. Important Notice: Payments are required with registration and must be received prior to the Course to guarantee your place. PAYMENT METHODS BY CHEQUE / BANK DRAFT: Made payable to Clariden Global Pte Ltd and mail to: 3 International Business Park, #04-31, Nordic European Centre, Singapore BY TELEGRAPHIC TRANSFER TO: Bank Name: DBS BANK Bank Branch Code: 027 Bank Address: 6 Shenton Way, DBS Building, Singapore Bank Account No: Bank Account name: Clariden Global Pte Ltd Bank SWIFT Code: DBSSSGSG Please note that all bank charges are to be borne by participants. Please ensure Clariden Global receives the full invoiced amount. Note: Please include invoice number on all payment types and your company s name in your payment instructions for our reference. CREDIT CARD: To make payment by credit card, please call our client services hotline at WAYS TO REGISTER admissions@claridenglobal.com Fax: Call: Website: DATE AND LOCATION This executive program will be held at: The Ritz-Carlton, Kuala Lumpur March , Jalan Imbi, Kuala Lumpur Malaysia Tel : Website : The fee for this two-day executive program includes all written materials, lunch and refreshments. HOW TO REGISTER AND PAY An invoice and registration confirmation will be sent within 7 days, please contact us if you have not heard from us within 7 days. Payment can be made by credit card, by bank transfer or by cheque made payable to Clariden Global Pte Ltd. ALL PAYMENTS MUST BE RECEIVED IN ADVANCE OF THE EVENT. ACCOMMODATION Accommodation is not included in the program fee but you will be entitled to use our corporate rate for your accommodation. Information will be sent along with your registration confirmation. SPONSORSHIP INTERESTED IN PROMOTING YOUR ORGANIZATION TO OUR PARTICIPANTS For more information on sponsorship, tabletop displays & insert opportunities, please contact us at CANCELLATIONS AND SUBSITUTIONS Once we have received your booking, the place(s) are confirmed. No refunds will be made for any cancellations, however, program credits of equivalent value only applicable for Clariden Global events will be provided. Credits can only be redeemed for 1 program and is valid for only one (1) year from date of issue. Substitution with a qualified candidate is allowed by providing at least 5 working days of advance notice to Clariden Global. One time substitution is allowed with no charges. Subsequent substitutions will be charged 10% admin fee. ALL CANCELLATIONS MUST BE RECEIVED IN WRITTEN FORM PLEASE NOTE: Clariden Global Pte Ltd reserves the right to change the content and timing of the programme, the speakers and the date and venue due to reasons beyond their control. If in the unlikely event that the course is cancelled, Clariden Global Pte Ltd will refund the full amount and disclaim any further liability. ENQUIRIES: If you have any queries about registration or payment please do not hesitate to contact our client services department on PRIVATE DISCLOSURE STATEMENT: Any information provided by you in relation to this event is being collected by Clariden Global Pte Ltd and will be held in the strictest confidence. It will be added to our database for the primary purpose of providing you with information about future events and services. Visit us at for upcoming events FOR OFFICIAL USE FEE RECEIVED L3008/BY/JT