DO YOU KNOW IF YOUR COMMUNICATION STRATEGY IS PROFITABLE ? WHICH COMMUNICATION TOOLS DELIVER THE MOST VALUE AND WHICH SIMPLY FAIL ? WHAT IS YOUR COMMUNICATION STRATEGY PAYBACK ? COMMUNICATION & NEGOTIATIONS WORKSHOP / SEMINAR Phil H. LATIMIER, Ph.D. 1

COMMUNICATION & NEGOTIATIONS 2 SOONER OR LATER, EVERY COMMUNICATION EXECUTIVE / PR WILL HAVE TO GET TO GRIPS WITH DEMONSTRATING THE CONTRIBUTION OF COMMUNICATING. FROM DECIDING WHETHER A NEW ADVERTISING CAMPAIGN IS WORTH BACKING, TO THE IMMEDIATE AND DAILY CHANGES OF MONITORING BUDGETS AND MEASURING ACTIVITIES.

COMMUNICATION & NEGOTIATIONS 3 COMMUNICATION PAYBACK MEANS UNLOCKING THE RELATIONSHIP BETWEEN CUSTOMER INSIGHT AND FINANCIAL FORESIGHT AND USE THEM TO YOUR ADVANTAGE. COMMUNICATION PAYBACK MEANS DELIVERING BOTH MORE PROFITABLE MARKETING AND FINANCIAL PERFORMANCE.

COMMUNICATION & NEGOTIATIONS 4 COMMUNICATION PAYBACK IS ALL ABOUT INCREASED SHAREHOLDER VALUE. HEALING COMMUNICATION AND PUBLIC RELATIONS OF THEIR PAYBACK MYOPIA. FINANCIAL ACCOUNTABILITY IN COMMUNICATION. WAYS OF IMPROVING COMMUNICATION PROFITABILITY. WHY ONLY PROFIT WILL DO ? WHAT SORT OF PROFIT IS BEST ?

COMMUNICATION & NEGOTIATIONS 5 COMMUNICATION / P.R, MARKETING AESTHETICS AND BRANDING. COMMUNICATIO / P.R AND INNOVATION AND NEW PRODUCTS. MEASURING HOW COMMUNICATION REALLY WORKS AND DESCRIBING AND PREDICTING CUSTOMERS RESPONSES. HOW WELL DOES BRANDING THEORY MEASURE UP ? OPTIMIZING COMMUNICATION EXPENDITURE FOR A SINGLE BRAND. OPTIMIZING COMMUNICATION EXPENDITURE FOR A BRAND PORTFOLIO. EXPLORING SOME COMMUNICATION STRATEGIES. GETTING BETTER NEGOTIATIONS FROM APPROPRIATE COMMUNICATION. VALUING BRANDS.