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52nd ICCA Congress

ICCA Best PR Award 2013
Kuala Lumpur Convention Centre:
A Case Study
International Congress and Conven...
Overview
1. Objectives/challenges/strategy
What to achieve? Who are your target audience?
2. Creativity
What makes you dif...
Objective: What a press release means to us?
1. Share the latest sights and sounds of the Centre.
2. Educate and highlight...
Strategy and creativity
1. Constantly on the lookout for news and story angle;
be proactive and anticipatory

Internationa...
Strategy and creativity
a. Look within the Centre.

New products and services
International Congress and Convention Associ...
Strategy and creativity
a. Look within the Centre.

Technology upgrade
International Congress and Convention Association
....
Strategy and creativity
a. Look within the Centre.

Awards and accolades
International Congress and Convention Association...
Strategy and creativity
a. Look within the Centre.

Green and sustainability initiatives
International Congress and Conven...
Strategy and creativity
a. Look within the Centre.

Staff activities
International Congress and Convention Association
.

...
Strategy and creativity
b. Sensitive to what’s happening around you.

Leverage on events and happenings
International Cong...
Strategy and creativity
b. Sensitive to what’s happening around you.

Leverage on industrial partnerships
International Co...
Strategy and creativity
b. Sensitive to what’s happening around you.

Tap on local and global news
International Congress ...
Execution and quality
A-to-F Guidelines:
Headlines must be an attention-grabber and not what you
would expect from a conve...
Execution and quality
A-to-F Guidelines:
The bulk of the story in the first paragraph.

International Congress and Convent...
Execution and quality
A-to-F Guidelines:
The copy should be compact.
Consistent
with
message
house

Succinct
and
precise

...
Execution and quality
A-to-F Guidelines:
Decode and decipher for clarity and credibility.

International Congress and Conv...
Execution and quality
A-to-F Guidelines:
Elaborate and support with facts and figures.

International Congress and Convent...
Execution and quality
A-to-F Guidelines:
The winning foto (photo).

International Congress and Convention Association
.

T...
Execution and quality

Lead
Expand
Closing
summary
International Congress and Convention Association
.

Twitter: #ICCA13
Your pick: Waste management
Team joined trip to waste
management centre

World Environment Day

Liaised with SHE

PR Team ...
Your pick: Blood donation campaign
Announcement from HR

Team developed a media
brief

Story generated

Distribution
Inter...
Your pick: High profile event
Venue provider

Zoom into own capabilities

Get facts & figures from
various departments

PR...
Evaluation and ROI
1. PR coverage on print, e-magazine and online

RM1.04 million
€239,000
22%
6%
72%

International Congr...
Evaluation and ROI
1. ROI

RM17.5 million
€4.0 million

Royale
Chulan MyCEB
MIECC SACC
1%
Others 2%
1%
Matrade
6%
2%
1%
Si...
Evaluation and ROI
2.

Media becomes our BFF.

3.

Team members are kept abreast of the development
in the Centre.

4.

Sh...
For more information, visit
www.klccconventioncentre.com

Thank you!
Terima kasih!

谢谢
International Congress and Conventi...
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Te13 PR and media relations - klcc

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Transcript of "Te13 PR and media relations - klcc"

  1. 1. 52nd ICCA Congress ICCA Best PR Award 2013 Kuala Lumpur Convention Centre: A Case Study International Congress and Convention Association . Twitter: #ICCA13
  2. 2. Overview 1. Objectives/challenges/strategy What to achieve? Who are your target audience? 2. Creativity What makes you different? 3. Execution and quality What did you do to reach your audience? 4. Evaluation/ROI Results – quantitative and qualitative International Congress and Convention Association . Twitter: #ICCA13
  3. 3. Objective: What a press release means to us? 1. Share the latest sights and sounds of the Centre. 2. Educate and highlight best practices. 3. Visibility is free publicity and marketability. International Congress and Convention Association . Twitter: #ICCA13
  4. 4. Strategy and creativity 1. Constantly on the lookout for news and story angle; be proactive and anticipatory International Congress and Convention Association . Twitter: #ICCA13
  5. 5. Strategy and creativity a. Look within the Centre. New products and services International Congress and Convention Association . Twitter: #ICCA13
  6. 6. Strategy and creativity a. Look within the Centre. Technology upgrade International Congress and Convention Association . Twitter: #ICCA13
  7. 7. Strategy and creativity a. Look within the Centre. Awards and accolades International Congress and Convention Association . Twitter: #ICCA13
  8. 8. Strategy and creativity a. Look within the Centre. Green and sustainability initiatives International Congress and Convention Association . Twitter: #ICCA13
  9. 9. Strategy and creativity a. Look within the Centre. Staff activities International Congress and Convention Association . Twitter: #ICCA13
  10. 10. Strategy and creativity b. Sensitive to what’s happening around you. Leverage on events and happenings International Congress and Convention Association . Twitter: #ICCA13
  11. 11. Strategy and creativity b. Sensitive to what’s happening around you. Leverage on industrial partnerships International Congress and Convention Association . Twitter: #ICCA13
  12. 12. Strategy and creativity b. Sensitive to what’s happening around you. Tap on local and global news International Congress and Convention Association . Twitter: #ICCA13
  13. 13. Execution and quality A-to-F Guidelines: Headlines must be an attention-grabber and not what you would expect from a convention centre. “Pints Galore” “40 Tonnes and Keeps Growing” “Thumbs Up to No Smoking” “Kuala Lumpur Convention Centre Goes Wild!” “Impossibly Possible for the Kuala Lumpur Convention Centre” International Congress and Convention Association . Twitter: #ICCA13
  14. 14. Execution and quality A-to-F Guidelines: The bulk of the story in the first paragraph. International Congress and Convention Association . Twitter: #ICCA13
  15. 15. Execution and quality A-to-F Guidelines: The copy should be compact. Consistent with message house Succinct and precise No jargons No hardselling International Congress and Convention Association . Twitter: #ICCA13
  16. 16. Execution and quality A-to-F Guidelines: Decode and decipher for clarity and credibility. International Congress and Convention Association . Twitter: #ICCA13
  17. 17. Execution and quality A-to-F Guidelines: Elaborate and support with facts and figures. International Congress and Convention Association . Twitter: #ICCA13
  18. 18. Execution and quality A-to-F Guidelines: The winning foto (photo). International Congress and Convention Association . Twitter: #ICCA13
  19. 19. Execution and quality Lead Expand Closing summary International Congress and Convention Association . Twitter: #ICCA13
  20. 20. Your pick: Waste management Team joined trip to waste management centre World Environment Day Liaised with SHE PR Team worked on copy International Congress and Convention Association . Twitter: #ICCA13 GM’s approval
  21. 21. Your pick: Blood donation campaign Announcement from HR Team developed a media brief Story generated Distribution International Congress and Convention Association . Twitter: #ICCA13
  22. 22. Your pick: High profile event Venue provider Zoom into own capabilities Get facts & figures from various departments PR Team worked on copy International Congress and Convention Association . Twitter: #ICCA13 GM’s approval
  23. 23. Evaluation and ROI 1. PR coverage on print, e-magazine and online RM1.04 million €239,000 22% 6% 72% International Congress and Convention Association . Twitter: #ICCA13
  24. 24. Evaluation and ROI 1. ROI RM17.5 million €4.0 million Royale Chulan MyCEB MIECC SACC 1% Others 2% 1% Matrade 6% 2% 1% Sime Darby 4% MVEC 5% PICC 5% PWTC 23% International Congress and Convention Association . Twitter: #ICCA13 SCB 0% KLCC 49%
  25. 25. Evaluation and ROI 2. Media becomes our BFF. 3. Team members are kept abreast of the development in the Centre. 4. Shortlisted as finalist for ICCA Best PR Award! International Congress and Convention Association . Twitter: #ICCA13
  26. 26. For more information, visit www.klccconventioncentre.com Thank you! Terima kasih! 谢谢 International Congress and Convention Association . Twitter: #ICCA13
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