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In a decade where consumers are said to be ‘in charge’, ‘media savvy’ and increasingly difficult to talk to, how on earth do you create marketing PR campaigns that engage your customers long enough to make an impact and deliver results for your organisation or your brand?
Public relations professionals have always had a handle on how to communicate with the media but with a proliferation of channels – owned, earned, paid and social – we now need to understand consumers better than ever before so that we can communicate our messages to them.
Generating consumer insights, understanding brands and then developing the creative ideas that bring them together in one glorious public relations campaign is the subject of this course. Not quite the search for the Holy Grail but some insights into how to light the way.
- PR’s place in the marketing mix
- Developing consumer insights
- Understanding brands
- PR channels – from social to experiential and everything in between
- How to develop plans based on brand and consumer insights and creativity
- Case studies to demonstrate this approach in action
- Understanding the marketing communications environment
- Learn how to find consumer insights and understand brands
- Learns ways to develop PR plans based on these understanding
Claudia Macdonald, Mango
In 1995 Claudia started a PR agency within DDB Group, promoting both DDB clients and campaigns. Renamed Mango in 2000, it has become one of New Zealand’s
With 20 staff, Mango boasts an array of blue chip and boutique clients including Qantas, Specsavers, McDonald’s, Business Mentors NZ and American Express.
A former journalist, Claudia’s strength lies in having an instinctive knowledge of what appeals to both consumers and media. With more than 30
This course content aligns with the communication capabilities section of the Global Capability Framework with particular emphasis on this summary:
- To align communication strategies with organisational purpose and values
- To identify and address communication problems proactively
- To conduct formative and evaluative research to underpin communication strategies and tactics
- To communicate effectively across a full range of platforms and technologies.
This course has a minimum number requirement, so please book early to ensure the course is not cancelled. If you are booking travel or accommodation, please check with the office first that the course is taking place.
Please be aware of PRINZ payment and cancellation policy.
A student priced ticket to PRINZ courses is sometimes available for PRINZ student members. Please email the office if you are a student member and would like to attend this course.