This is an intermediate level workshop ideal for business owners or marketing managers looking to increase their knowledge about publicity and public relations, and implement new strategies for their business.
As consumers become more and more savvy to advertising, editorial coverage in the media is becoming increasingly valuable. Editorial or public relations (PR) coverage is much more in-depth than advertising and helps tell your brand story in much longer form. It is also much more trusted by your customer than an advert.
Your public profile is precious, and there are many ways in which you can gain free publicity for your business both online and offline. This workshop will help you understand how to craft a story and get it in front of the right people. We look at all media channels, including newspaper, TV, radio, websites, blogs and social media platforms. We will also cover the ways to work with Tourism Western Australia to host famils, and how to do it yourself.
The workshop covers the following topics:
- How to create a PR plan and define your objectives
- Generating publicity
- How to write a media release that gets results
- Managing negative publicity – the do’s and don’ts
- How to get your message to the media
- Using social media for media relations
- Media monitoring and measuring the results
- Hosting media
- Managing influencers
- Crisis management
Due to the impact of COVID-19, this workshop will focus on domestic-facing promotional activities.
ABOUT THE TRAINER - KAREN PRIEST
Karen Priest’s extensive career spans 30 years' in the tourism and hospitality sector in the United Kingdom, South Africa, New Zealand and Western Australia. She has served on several tourism industry boards and committees, including Tourism Council Western Australia (TCWA), and is known for developing and implementing strong growth strategies using her effective leadership, sales, marketing, communication and presentation skills.
Karen is the Principal of Smart Tourism, a boutique marketing consultancy which provides strategic solutions and advice to the tourism industry. She has an extensive hotel management background and gained significant destination marketing and management experience working in senior roles with various regional, state and national tourism agencies.
With her passion for tourism marketing and helping businesses succeed she is highly regarded by the industry as a specialist in her field.