Integrated Media Operation PR & 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

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 Do Evaluate 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

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