Click to edit Master title stylePlanning and Managing a PR CampaignPeter Chipchase, John DoeThursday 11 April             ...
Click to edit Master title styleChair’s introductionChloe Kembery, Natural History MuseumPlanning and Managing a PR Campai...
Click to edit Master title stylePlanning and Managing a PR Campaign“Creating Culture Around a Brand”Peter Chipchase,Thursd...
Creating the JourneyClick to edit Master title style•   The Brief•   Setting the Objectives•   The Audience•   The Strateg...
The Brief edit Master title style Click to•   Always have one•   Is it correct?•   What is it actually asking?•   Is it ac...
Settingto edit Master title style  Click Objectives         What is Success?                                    #CIPRFRESH
Selling Stuff Master title style  Click to edit                                   #CIPRFRESH
The Audience Master title style Click to edit• Research –What is Success?             from media and ad agency• Motivators...
Creating the Strategytitle style  Click to edit Master• What are the brands insights or DNA?                              ...
Creating the Strategytitle style  Click to edit Master• What culturally resonates with a brand’s audience                 ...
Creating Culture Around a BrandClick to edit Master title style   Culture of the Brand                            Communic...
Building the Campaign style Click to edit Master title                              #CIPRFRESH
What Makes a Master title style Click to edit Good Campaign?                                  #CIPRFRESH
What Makes a Master title style Click to edit Good Campaign? •   Connecting With Culture •   Creating a Moment •   No Brow...
Connecting with Culture style Click to edit Master title                                #CIPRFRESH
Creating a Moment title style Click to edit Master                                #CIPRFRESH
No Brow Campaign Roll styleClick to edit Master title Out                                 #CIPRFRESH
Phasing edit Master title style ActionClick to a Launch - No Brow in                                              PR Strat...
Phasing edit Master title style ActionClick to a Launch - No Brow in                                #CIPRFRESH
Phasing a Launch – title styleClick to edit Master no brow inaction                                  #CIPRFRESH
Managing the Account  Click to edit Master title styleQuarterly                                                      Daily...
EvaluationClick to edit Master title styleSOCIAL MEDIA   IMPRESSIONS.               SHARES.               NEW LOYALISTS.  ...
Example OutputClick to edit Master title styleW Hotels AWAY We Stay                                   #CIPRFRESH
Click to edit Master title style                                   #CIPRFRESH
Click to edit Master title styleQuestions?                                   #CIPRFRESH
Training workshops to build yourClick to edit Master title style             knowledge further• Introduction to PR Strateg...
Click to edit Master title styleThank you for attending, please completethe online evaluation form.Find out more at cipr.c...
Upcoming SlideShare
Loading in …5
×

Fresh ppt 11 april peter

864 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
864
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Fresh ppt 11 april peter

  1. 1. Click to edit Master title stylePlanning and Managing a PR CampaignPeter Chipchase, John DoeThursday 11 April #CIPRFRESH
  2. 2. Click to edit Master title styleChair’s introductionChloe Kembery, Natural History MuseumPlanning and Managing a PR Campaign #CIPRFRESH
  3. 3. Click to edit Master title stylePlanning and Managing a PR Campaign“Creating Culture Around a Brand”Peter Chipchase,Thursday 11 April #CIPRFRESH
  4. 4. Creating the JourneyClick to edit Master title style• The Brief• Setting the Objectives• The Audience• The Strategy• The Campaign• Evaluation #CIPRFRESH
  5. 5. The Brief edit Master title style Click to• Always have one• Is it correct?• What is it actually asking?• Is it achievable? #CIPRFRESH
  6. 6. Settingto edit Master title style Click Objectives What is Success? #CIPRFRESH
  7. 7. Selling Stuff Master title style Click to edit #CIPRFRESH
  8. 8. The Audience Master title style Click to edit• Research –What is Success? from media and ad agency• Motivators – what influences them?• Media consumption #CIPRFRESH
  9. 9. Creating the Strategytitle style Click to edit Master• What are the brands insights or DNA? #CIPRFRESH
  10. 10. Creating the Strategytitle style Click to edit Master• What culturally resonates with a brand’s audience #CIPRFRESH
  11. 11. Creating Culture Around a BrandClick to edit Master title style Culture of the Brand Communication Brand culture and all of its elements Culture Social, Media, Influe ncers & Bloggers Content Culture Digital Experiential Influencers #CIPRFRESH
  12. 12. Building the Campaign style Click to edit Master title #CIPRFRESH
  13. 13. What Makes a Master title style Click to edit Good Campaign? #CIPRFRESH
  14. 14. What Makes a Master title style Click to edit Good Campaign? • Connecting With Culture • Creating a Moment • No Brow • Phasing a Launch – no brow in action #CIPRFRESH
  15. 15. Connecting with Culture style Click to edit Master title #CIPRFRESH
  16. 16. Creating a Moment title style Click to edit Master #CIPRFRESH
  17. 17. No Brow Campaign Roll styleClick to edit Master title Out #CIPRFRESH
  18. 18. Phasing edit Master title style ActionClick to a Launch - No Brow in PR Strategy ‘Grow awareness of ABSOLUT London, by owning London Creativity and starting conversations with audiences’ Purchase End March - April Raise mass awareness of the on-sale date in Sainsbury’s in mainstream media and communities Style & Status Announce End Feb – Early March Announce main site experience and the character animation amongst style and status communities Early Adopters & Crusaders Hype End Jan – Early Feb Build hype around ABSOLUT London and Jamie Hewlett collaboration amongst early adopters, opinion formers and crusaders #CIPRFRESH
  19. 19. Phasing edit Master title style ActionClick to a Launch - No Brow in #CIPRFRESH
  20. 20. Phasing a Launch – title styleClick to edit Master no brow inaction #CIPRFRESH
  21. 21. Managing the Account Click to edit Master title styleQuarterly Daily Quarterly Daily Daily Quarterly all agency news coverage evaluation planning briefings updatesMonthly Weekly Monthly All agency Rolling Weekly PR Status meeting across status meeting meetings all activity report #CIPRFRESH
  22. 22. EvaluationClick to edit Master title styleSOCIAL MEDIA IMPRESSIONS. SHARES. NEW LOYALISTS. CONTENT VIEWS. W PROPERTY PARTNERS GLOBALLYMARKETING CREATIVE PARTNERS. INNOVATIONS INTRODUCED. xx% DRIVE TO WEB. INCREASE INFLUENCER WORD-OF-MOUTH.PR PRINT AND ONLINE CIRCULATIONS. #CIPRFRESH
  23. 23. Example OutputClick to edit Master title styleW Hotels AWAY We Stay #CIPRFRESH
  24. 24. Click to edit Master title style #CIPRFRESH
  25. 25. Click to edit Master title styleQuestions? #CIPRFRESH
  26. 26. Training workshops to build yourClick to edit Master title style knowledge further• Introduction to PR Strategy and Planning Campaigns• Planning and Managing PR Campaigns #CIPRFRESH
  27. 27. Click to edit Master title styleThank you for attending, please completethe online evaluation form.Find out more at cipr.co.uk/fresh #CIPRFRESH

×