integrated media operation pr & media agency may 19, 2006
TRANSCRIPT
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Integrated Media OperationPR & Media Agency
May 19, 2006
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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
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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
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What is PR
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What is PR News Operation
Brand Image Established Product Specialties
Media Relation Product Mention News Depth Communication News Proving
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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
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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
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How-To Session
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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
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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
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PR Event Operation Notice
Paperwork Coordinator
Clients Third Parties Team Allocation
Calling Skill Time Content
Media Follow-Up
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Case Study
Swatch SKIN Diamond Swatch Access Watch
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What is Media Agency
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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
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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
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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
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Q&A
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Thank You