ipa presentation 001 (may 08)
DESCRIPTION
TRANSCRIPT
SEVENTYSEVEN
PR
PUBLIC RELATIONS …
SEVENTYSEVEN
PR
A PRESENTATION BY
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PUBLIC RELATIONS …
SEVENTYSEVEN
PR
PUBLIC RELATIONS …
CORPORATECONSUMER
ISSUES MANAGEMENTCRISIS COMMUNICATIONSPUBLIC AFFAIRS
INTERNAL COMMUNICATIONDIGITALCITY & FINANCIAL
PUBLICITY
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PR
PUBLIC RELATIONS …
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SOME TRENDS … GOVERNMENT SCRUTINYOF BRANDS
SEVENTYSEVEN
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SOME TRENDS … CONSUMER SCRUTINYOF BRANDS (INTERNATIONALLY)
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SOME TRENDS … BRANDS “OPENING UP”
SEVENTYSEVEN
PR
SOME TRENDS … BRANDS SEEKINGCUT-THROUGH:THE RISE OF “INTERESTING”
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SOME TRENDS … THE RISE OF “EXPERIENCE”
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SOME TRENDS … DIGITAL AND ADVERTISING WAKING UP TO PR: FOR EXPLOITATION AND TRAFFIC
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PUBLIC RELATIONS … WHY IS IT INTERESTING?
JACK-OF-ALL-TRADES, MASTER OF SOME: STRATEGIST, SUIT AND
CREATIVE IN A SINGLE DAY
TOP-TABLE STUFF: THINK ABOUT THE SEAT CAMPBELL SAT IN
BREADTH AND DEPTH: UNDERSTAND THE BRANDS, THE
CONSUMERS, THE MEDIA
FROM SUBLIME TO RIDICULOUS: IN THE SPACE OF AN HOUR
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WHAT MAKES A GOOD PR?
PASSION FOR THE MEDIA … GIFT OF THE GAB … WRITING SKILLS …PROJECT AND EVENT MANAGEMENT SKILLS … ORGANISATION AND TIME MANAGEMENT … ADAPTABILITY
UNDERSTANDING OF BRANDS …“GETTING” CONSUMERS … AN INTEREST IN BUSINESS … APPLIED CREATIVITY … PEOPLE MANAGEMENT … AN ENQUIRING MIND
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GETTING IN …
RESEARCH THE AGENCIES: SPECIALIST OR FULL-SERVICE?- PR WEEK, PRCA, MARKETING ALL DO LEAGUE TABLES
RESEARCH THEIR CLIENT LISTS
WHAT SORT OF AGENCY WILL SUIT YOU?: - SMALL (UNSTRUCTURED BUT LOTS OF RESPONSIBILITY)- LARGE (STRUCTURED TRAINING, OFTEN HIERARCHICAL)
GET SOME EXPERIENCE: IF NOT IN AN AGENCY, THINK IN-HOUSE (CORPORATE OR VOLUNTARY SECTOR) OR THINK ABOUT WORK IN THE MEDIA ITSELF
WHAT WILL PERSUADE AN AGENCY TO RECRUIT YOU: WILD AND WHACKY OR STRAIGHT AND SERIOUS?SUITED AND BOOTED OR BAGGY JEANS AND TRAINERS?
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VERY MUCH