✂ A copy of this comprehensive, step-by-step The PR Planning Checklist guide on how to plan, implement and evaluate a professional PR campaign is supplied FREE to all who attend this [r]
Trang 1What 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 really gives a
solid structure to PR The evaluation
session was very helpful – it made a
complicated topic very easy to
understand’ KH, Financial Times
‘This course is very well organised and
real value for money The standard of
tuition is very high It suggested many
creative 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,
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
Trang 2Day 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 Refreshments
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 through 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.
14.00 How to Write 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 (real life layouts are shown)
• How to sit down and write a PR plan from scratch on your computer from a blank screen.
15.15 Refreshments
15.30 How to Create a PR Campaign for ‘Unnewsworthy’
Products and Services
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 uninteresting products and services.
• How to devise a PR campaign that will produce 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 starts 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 creative 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
professional 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-served 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 are dissatisfied for any reason
whatsoever, we will be happy to refund all your
payment absolutely without question.
How to Plan a
PR Campaign
Trang 3Day 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 Europe’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.
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 create 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 Your Original and Exciting PR
Campaign into Practice
The right creative ideas are the core of any
well-prepared 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 improve results
• Five case studies which will show you how to
develop and extend your creative horizons.
16.30 Close
✂ A copy of this comprehensive, step-by-step The PR Planning Checklist guide on how to plan, implement and evaluate
a professional PR campaign is supplied FREE
to all who attend this course.
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
If 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
JOB 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
JOB TITLE
EMAIL ADDRESS
DATE (tick the course date you require)
■ 12/13 October 2006 or ■ 1/2 February 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.
Trang 4Further Information
Venue
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 COMPANY
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.
20-20 PR* 3i* 3M A & R* A G Barr* Abbott Labs* Abbott Mead Vickers * ACCA* Accord Housing* ACNielsen
* ADAS* Adecco* Adidas* Admiral Insurance* AEA* AEGON * Age Concern* Akzo* Alchemy PR* Aldbourne Associates
* Alliance & Leicester* Alliance Trust* Allied Domecq* Allied Irish Bank* Altitude Media* Alvis* AMD* Amersham* AMEX
* Amicus* Anglian Home* Anglian Water* APACS* Arab British Chamber Commerc * Arcadia* Architects Registration Board
* Arriva* Arts Council* ASC0* Ascot Racecourse* Association of British Insurers* Association of First Division Civil Servants
* Association of Train Operating Companies* AstraZeneca* Astrium* At Bristol* ATI Technologies* Atomic Weapons Establishment* Audit Commission* AVAB* Avery Berkel* Avon & Somerset Constabulary* Avon Cosmetics* AWG* Axa b2b Communications* BAA Heathrow* BACO* BAE* Baker & McKenzie* Balfour Beatty* Bank of England* Bank of Scotland* Barbican* Barclaycard* Barclays* Bartle Bogle Hegarty* Bass Brewers* Bayer* BBC* BBSRC* BDO Stoy Hayward
* Bedfordshire and Luton Chamber* Beiersdorf* Belfast City Council* Bermuda Advisors* Berry Bros & Rudd* Betterpr* BG Group* Binney & Smith* Birmingham Hippodrome* Birmingham Midshires* Biss Lancaster* Biwater* Blackpool Pleasure Beach* Blomfield* BMG Records* BMP DDB * Boehringer Ingelheim* Bon Voyage Travel & Tours* Boots* Borough Council
of Wellingborough* BP* Breakthrough Breast Cancer* Bridgepoint Capital* Brighton & Hove CT PCT* Britannic Asset Management* British Airways* British American Tobacco* British Computer Society* British Energy* British Library* British Nuclear Fuels* British Olympic Association* British Printing Industries Association* British Security Industry Association* British Toy and Hobby Association* British Venture Capital Association* British Waterways* Brotaf Health Authority* Bryant 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 Group * 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 DaimlerChrysler * 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 &
Pensions * Department of Culture, Arts & Leisure * Department of Health * Department of the Environment * Department of Trade and Industry * 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 &
Scottish Railways * Environment Agency * Eon * Epping Forest District Council * EPSRC * Ernst & Young * ES (Air) * Essex County Fire & Rescue * Eurobrand * Eurocamp * Euronext.LIFFE * Europcar * European Bank for Reconstruction & Development * Eurotunnel
* Express Gifts Falkland Island Government * Fensa * Ferndale Hotels * Fidelity * Finance & Leasing Association * Financial Services Authority * Financial Times * First Direct * Fishburn Hedges * Flextech * Food Standards Agency * Forestry Commission
* Forum Products * Forward Trust * Foseco * Freemans * Friskies Pet Care * Fuller Smith & Turner Geest * Geffrye Museum
* General Dental Council * General Medical Council * General Teaching Council * GeoPost * Glass & Glazing Federation
* GlaxoSmithKline * Glen Dimplex * Gleneagles * Glenmorangie * Goldfish * Gordon Bruce Associates * Greater London Authority
* Greater Manchester Fire Service * Greater Manchester Police * Greater Merseyside Learning & Skills Council * Greenwich Foundation
* Griffin Factors * Griffin PR * Groundwork Foundation * Guru * GWR Haddonstone * Halfords * Halifax * Hampton Court * Hanson
* Health and Safety Executive * Health Development Agency * Health Education Board for Scotland * Heritage Lottery Fund * Hewitt Bacon
& Woodrow * 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 Borough 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 Borough Council * Ministry 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-Tech 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 * NatWest * 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 * Northern Ireland Information Service * Northumbria Tourist Board * Norwich & Peterborough Building Society * Norwich Airport * Novartis * 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 * Permira * Peterborough City Council * Peters * Pettifor Morrow * Peugeot * Pfizer * PFPR Communications * PHH * Phoenix
* Plan International * Platform PR * Police Information Technology Organisation * Pomegranate PR * Pool of London Partnership
* Portman Building Society * Post Office * Postcomm * Postwatch * Powergen * PPARC * PPL * PPP Healthcare * Press Complaints Commission * PricewaterhouseCoopers * Prime Minister’s Office * Prince of Wales Office * Procter & Gamble * Prudential QinetiQ
* Queen Elizabeth II Conference Centre RAF Benevolent Fund * RAF Valley * Rail Link Engineering * Railtrack * Ramesys * Rank
* Rapier * Razor PR * Renaisi * Renault * Rentokil Initial * Resource Partners * Reuters * RICS * RM * RNLI * Robert Evans MEP * Robert Half International * Roche * Rolls Royce * Ross & Cromarty Enterprise * Rowland Communications * Royal Armouries Museum * Royal Bank of Scotland * Royal College of Nursing * Royal Liver Assurance * Royal London * Royal Mail * Royal Navy * Royal Pharmaceutical Society * Royal Sun Alliance * RSPB * Rural Payments Agency S4C * SABMiller * Safeway * Saga * Saudi Petroleum * Scott Brownrigg and Turner * Scottish & Newcastle * Scottish Enterprise * Scottish Life * Scottish Natural Heritage * Scottish Power * Scottish Water * Scottish Widows * Sector Skills Development Agency * Securicor * Securities Institute * SEEDA * Serco Defence and Aerospace
* Severn Trent * Sheffield Hallam University * Shell Stanlow * Shepherd Construction * Signet * Site Confidence * Six Continents
* Skipton Building Society * Skoda * Smith & Williamson * Society of Antiquaries * Sony * South West Trains * Specsavers * Splash
PR * Sputnik Communications * Standard Life * Starwood Hotels * States of Jersey Police * Strategic Rail Authority * Strutt & 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 Partnership * Ted Baker * Telewest * Tesco * Thames Water * Thomas Cook * T-Mobile * TNT * Toshiba * TotalFinaElf * Towers Perrin
* Turner Broadcasting * TXU UBS * UCAS * UCB Home Loans * UFI * UK Trade & Investment * UKTV * Unilever * United Biscuits
* United Dairy Farmers * United Utilities * Universal Music * Universities UK * University of Aberdeen * University of Birmingham
* 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
* Volvo Waitrose * Wales Tourist Board * Walkers * Walt Disney * Warden Housing Association * Waste & Resources Action Programme * Waverley Vintners * WCRM OLE * Weil Gotshal & Manges * Wella * Wellcome Trust * Welsh Assembly * Welsh Development Agency * Welsh Language Board * West Bromwich Building Society * West London Mental Health NHS Trust
* Westminster City Council * Whitbread * Windsor Life * Wolff Olins * World Wide Fund for Nature * Write Image X Xerox * xrefer
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