Introduction 

Effective public relations tactics have assumed an increasingly important role in most successful marketing organization nowadays. Yet the traditional brand marketing professionals are lacking the required skill sets to master the game plan and quite often, have to outsource advices from costly PR consultants. Even so, they still need good evaluation techniques on the campaign proposals submitted by the latter to maximise program effectiveness as a client.
On the other hand, average practitioners from the PR agency side usually focus on implementation rather than fully acquainted with the rationals or brand strategy behind the campaign. Consequently, they fail to talk the same language as the client and more importantly, do not contribute to setting integrated marketing communications strategy that help achieve the ultimate marketing objectives for the clients.

 Course Objectives 

• To equip brand marketing professionals with the PR tactics to synergise their planned marketing mix.
  
• To acquaint PR practitioners with the brand strategy behind the relevant campaigns formulated for the clients’ corporations.

 Who should attend 

• Brand marketing people
  
• Practitioners in the PR industry
  
• Corporate PR personnel

 Methodology 
A mix of lecture, role playing practice, case study and group discussion/ presentation

 Course Outline 

• Comparison between PR and advertising
  
• Difference between corporate image and corporate identity
  
• Sponsorship/Event marketing
  
• Ambush Marketing
  
• Advertorial/Editorial strategy and placement
  
• Brand Ambassador Program
  
• Product placement strategy
• Cause Marketing Programme
  
• Essence of customer care program
  
• Crisis management
  
• Press release and media relations

Duration : Two-days programme
Medium of Instruction : Cantonese supplemented with English