Course Description
This course enables you to examine today’s communications environment looking at how we establish and defend our reputation, help deliver business goals and influence government, critics and consumers. In a time of rapid technological and social change any organization must continually appraise the changing needs of its stakeholders, the shifting priorities in its environment and the tactics that it uses to influence key stakeholders.
What Do Participants Learn?
- Develop increased skill in writing and editing for print and the web
- Learn how to write a clear PR/Communications brief
- Learn how to develop an electronic PR/Communications Centre
- Develop crisis media management techniques
- Perfect media interview techniques and briefing skills
- Develop personal communications effectiveness
- Learn the difference between an average exhibitor and a professional exhibitor
- Learn about the typical pitfalls of exhibiting and how to avoid them.
- Learn how to identify approach and engage with exhibition visitors.
- Learn how to prepare for your exhibition by setting objectives and targets.
- Enhance your questioning and listening skills at an exhibition.
- Learn how to use body language and non-verbal communication at an exhibition.
- Learn how to build effortless rapport with your prospects on the stand
- Learn how to make that positive first impression
- Learn how to make that follow up call to make appointments or close a sale
Who Should Attend?
- Managers
- Supervisors
- customer service representatives (CSR)
- Anyone aspiring to increase his capabilities in this area
- Anybody that is involved in the planning, booking, project managing or manning an exhibition program
- Anybody that has the responsibility for marketing exhibitions or pre and post exhibition marketing
What Will the Learning Experience Include?
Phase: 1
Introduce
- Comprehensive pre-program activities include:
- Web-based information forms & surveys completed by attendee.
- Direct consultation with the attendee about the expectations.
- During the training, participants engage in data, activities, and conversations that lead to insight and knowledge.
- Participants learn from expert trainers who have both academic and business experiences.
- Highly applicable training content & instructive activities for adding depth to training topics.
- **A half-day site visit for integrating the experience & plan next steps. Opportunities to provide connections, ideas & support.
Phase: 2
Explore & Practice
Phase: 3
Apply
- Apply & sustain the learning experience by using this ongoing support:
- To ensure participant has new skills or behavior progress.
- Optional, fee-based mentoring & coaching with the trainer.
- Training materials & additional documents (e-books, pdf files, presentations and articles)
- Evaluate your training experience by giving us feedbacks and help us to reach our organizational goals.
- Participant's Evaluation
- Trainer's Evaluation
Phase: 4
EVALUATE
The Complete PR and Communications Professional
- Introduction and welcome
- Goal setting for the seminar
- The role of Communications and PR in the organization
- Identifying what top management wants
- Assessing your PR environment
- Understanding the range of media and channels
A Problem Solving Approach
- Exploring communications models and their implications for practice
- The psychology of effective communication
- A problem-solving approach to PR
- Taking and interpreting communication briefs
- The art of influence and persuasion
- Listening and emotional intelligence
Getting Your Message Heard
- Choosing channels – matching media to tasks and stakeholders
- Planning brilliant campaigns
- Project management
- Risk management
- Time management
- Delivering business results demonstrated by evaluation
Keep it Social
- The changing world of relationships in the age of social media networks
- Improving the power of communications in the organization
- Measuring communications effectiveness
- Using measurement to improve performance
- Crisis communication
- Reputational and e-reputation management
Putting it all together
- Planning your career and personal development
- Managing up and increasing your personal visibility
- Networking and effectiveness
- Team working and your personal effectiveness
- Time management and work planning
Second Week
How to find the most suitable exhibitions for your market
Generally, exhibitors tend to “experiment” with new exhibitions. Armed with this knowledge (which is used by the trade), you will be able to find and assess thousands of exhibitions and trade events around the world. Search by industry type, location or venue this is a unique insight into the global world of exhibiting.
How to research and verify visitor numbers
Your exhibition might have thousands of visitors but if the demographics don’t suit your product or services you could be wasting valuable time and money.
In this session, we look at the “truth” behind visitor numbers.
How to select the right exhibition space and hall location
Location, orientation, stand size and layout play an important part in any successful exhibition campaign. We discuss the options in detail so you understand what to look out for before you book your space.
How to choose the right exhibition stand and equipment
With so many different options from modular self-build to custom, what option best suits your business and budget. Hire or purchase space only or shell scheme?
How to choose an exhibition contractor
We explore what exhibition and display products are available and what sort of contractor will be the most suitable for your exhibition program
How to set exhibition objectives
Here we will discuss “Why” you are going and “who” will do what during the exhibition.
How to share, monitor and measuring objectives
Communicating, monitoring and measuring objectives is the only way to establish your exhibition success. In this workshop session, we show you how this should be achieved.
How to set and measuring exhibition ROI
Without an ROI what’s the point of exhibiting? Understanding how to set and measure ROI is crucial to the professional exhibitor
How to attract customers to your exhibition by using pre and post exhibition marketing including social media
Most exhibitors will rely on the event organizer and other exhibitors to invite people to the exhibition. We will explain how the professional exhibitor works and why pre and post exhibition marketing is so important.
How to realize the potential of marketing opportunities through the organizer/venue
Event Sponsorship and venue marketing discussed in detail.
How to follow up leads and measuring performance
In this session, we explain the different methods of data capture at an exhibition, when and how to follow up exhibition leads.
How to be a superstar exhibitor
We start by looking at the differences between the average exhibitor and those that are at the very top of their profession. What makes them so special? What makes an outstanding exhibitor? Learn the mistakes and how to avoid them!
How to identify, approach and engage with exhibition visitors
Are you a proactive or reactive exhibitor? Most visitors like to be sold to but there are the right way and a wrong way at an exhibition. We show you how the exhibiting professional does it.
