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Published byShauna Phelps Modified over 9 years ago
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Integrated Media Operation PR & 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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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 Do Evaluate 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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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
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