integrated media operation pr & media agency may 19, 2006

Integrated Media OperationPR & Media Agency

May 19, 2006

Profile Name 鄭雅元 Working Experience

In-House Buying more than a year Dynamics PR Agency almost 2.5 years Initiative Media till now

Client List Consumer Products

Unilever Swatch L’Oreal Uni-President Red Bull J’code

Sports HOPE Golf Foundation Asian Tour—Brunei Open VW Master Lexus Cup

Others Abbott BenQ Mio Discovery Channels Hua-Nan Bank

Agenda

PR Agency Session What is PR Working Flow How-To Session

PR Event Operation Event Executive Notice

Case Study Media Agency Session

What is Media Agency Working Together

Q&A

What is PR

What is PR News Operation

Brand Image Established Product Specialties

Media Relation Product Mention News Depth Communication News Proving

What is PR Crisis Management

Stop Rumor Rumor Clarify

Statement Distribution & Press Conference

In-house Communication Company Identity

Communication Ways News Distribution Interview Media Gathering Press Conference

Working Flow

Resource exploring, best option define

Modify, Problem Shooting, Options

Scheduling, F-up, Get status move-on

Phone call, Paperwork, Meeting

Plan

DoEvaluate

Follow-up

Prof.know, Logics, Creativity

How-To Session

PR Event Operation

Pre-Event Brain Storming Drafting Proposal

Media Strategy Date & Time Venue Hook Beat Souvenirs

Purpose Proposal Paperwork

Invitation (Media & VIPs ) News Release & Photo (Product & Celebrity) Rundown Host Script VIP Speech Job Allocation

PR Event Executive & Evaluation

Event Day Before & Event Day After Event Day Before

Pre-Event Meeting Press Kit Preparation Media Attendance Prediction On-Site Support & Reaction

Event Day After Event Evaluation

• Media Attendance• News Exposure• Wrap-up Report

PR Event Operation Notice

Paperwork Coordinator

Clients Third Parties Team Allocation

Calling Skill Time Content

Media Follow-Up

Case Study

Swatch SKIN Diamond Swatch Access Watch

What is Media Agency

What is Media Agency

Media Plan TA Analysis Media Analysis Budget & Campaign Period Media Suggestion

Media Selection Print Media Electronic Media

TV RD Internet

OOH Placement & Advertorial

Media Agency Working Tools

MS Office Application Word Excel Powerpoint

ACNielsen TA Life Index Media Index

Each Own Tools IMprove

Clients Executive Samples Professional Terminology in the Industry

Working Together

Why Over-all and integrated the power of marketing To establish brand & product benefit Go deep and wide To create the largest value To find the best way to speak

The Relation between the agencies

Q&A

Thank You