Details
Summary:
This half-day seminar describes how to achieve standout in the media and the marketplace for clients in business-to-business industry sectors. It is based on the idea that B2B PR can be at least as imaginative and original as consumer/brand PR, if not more so, and starts by addressing the barriers to creativity which B2B PR teams commonly encounter: clients’ frequent reluctance to step off the well-trodden pathway, the challenge of finding creative hooks and themes in products or services which are not intrinsically compelling, and packaging creative but serious story ideas in ways which are attractive to the trade, technical and professional media.
Event Type: Classroom
Address: PRCA, 82 Great Suffolk Street, Southwark, London, SE10BE
Places available: 10
Places remaining: 4
Trainer: Adrian Wheeler FPRCA
Event Overview
The seminar covers:
- Why creativity matters (market share and ROI)
- How B2C and B2B PR strategies differ
- Managing B2B client expectations
- Developing USPs and points-of-difference
- B2B message platforms
- B2B communications properties
- Creativity in B2B media relations
- Creative writing for B2B clients
- Generating creative B2B ideas
The seminar includes tutorial, examples, discussion-sessions and a workshop. Participants receive a printed copy of the training material, a set of checklists and a set of notes describing the most effective methods of producing creative ideas in teams or individually.
About the Trainer
The trainer is Adrian Wheeler, former CEO of GCI, now a partner at Agincourt Communications and a non-executive director with Firefly Communications, the London Communications Agency and Best Communications Group. He has managed B2B PR campaigns for 200 organisations including Barclays, Dell, COLT, Oracle, Novartis, Pfizer, PA Consulting Group, Cameron McKenna, Westinghouse, Canon and the US Cotton Council.