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Integrated Media Operation PR & Media Agency

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

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Integrated Media Operation PR & Media Agency

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  1. Integrated Media OperationPR & Media Agency May 19, 2006

  2. 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

  3. 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

  4. What is PR

  5. What is PR • News Operation • Brand Image Established • Product Specialties • Media Relation • Product Mention • News Depth Communication • News Proving

  6. 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

  7. Working Flow Plan Prof.know, Logics, Creativity Resource exploring, best option define Do Evaluate Modify, Problem Shooting, Options Phone call, Paperwork, Meeting Follow-up Scheduling, F-up, Get status move-on

  8. How-To Session

  9. 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

  10. 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

  11. PR Event Operation Notice • Paperwork • Coordinator • Clients • Third Parties • Team Allocation • Calling Skill • Time • Content • Media Follow-Up

  12. Case Study • Swatch SKIN Diamond • Swatch Access Watch

  13. What is Media Agency

  14. 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

  15. 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

  16. 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

  17. Q&A

  18. Thank You

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