Public Relations Bootcamp (July 2012)

intelectasia™ Malaysia’s Largest PR Training Company

.

PUBLIC RELATIONS
BOOTCAMP™
17-19 JULY 2012
Eastin Hotel, Petaling Jaya

A three-day power packed workshop
on Media Relations,
Crisis Communications
and Social Media.

Presented by:

intelectasia™ Consultancy (SA 0110521-M) We are proud members of:
T:603 7713 2254/2258 M:6012 652 3868 F: 603 7713 2261 W: www.intelectasia.com E:enquiry@intelectasia.com
AF-06, Perdana View Business Suites, Jalan PJU 8/1, Bandar Damansara Perdana, 47820 Petaling Jaya, Selangor Darul Ehsan

www.intelectasia.com
ABOUT US
1. Our trainers are journalists, editors and experienced PR
consultants. They are exactly the people whom you should What others have said about us:
learn media relations from!
"I would definitely recommend this workshop to other PR
professionals"

2. We are the biggest Public Relations training company in "Overall, the media relations workshop was worth it. Even
Malaysia with the highest number of PR training programs though we are exposed to these issues but today we are going
and trainers home in proper manner where we can implement it in the right
way! Thank you!"

3. Our training methodology is highly interactive, effective
and results oriented. It is backed by case studies from Public
Relations Society of America (PRSA) and research done by
our team. We tell you the latest trends and developments in
public relations practices in Malaysia.

4. We have delivered! Our strategies, tools and tips have
delivered millions of ringgit of PR and advertising value to
our clients.

5. Our courses are endorsed by the Institute of Public
Relations Malaysia (IPRM)


For in-house trainings, all programs can be customized to suit your

www.intelectasia.com needs. Call us at 03 7713 2254 for more information

WORKSHOP INTRODUCTION
INTRODUCTION
KEY HIGHLIGHTS
•Understanding the current media landscape in
Media can either make or break the Malaysia
reputation of an organization.
•Building and maintaining a strong partnership
with journalists and editors
A positive and trustworthy relationship be-
tween an organization and the media is
•Press conference and media interview tactics
extremely important; more so in today’s well
informed society.
•Leveraging on social media such as Facebook,
Twitter, Blogs and Youtube for PR
Often we see large and small organizations
coming under public scrutiny due to a cer- •Generating positive media coverage
tain media report.
•Responding to media enquiries –Giving what
the media wants
Many, unfortunately, often perceive the
media as a ‘bad’ thing.
•Handling negative news reports and changing it
to positive coverage

This Three-day workshop aims to expose
the participants to the tools and tactics to
foster a better working relationship with the
media, strategies and how to conduct What others have said about us:
powerful press conferences, social media
strategies media interviews and the best “I have always found getting coverage a big problem. I attended
this course in 2009. Now , coverage for my organization has in-
practices for crisis creased thanks to the speakers!”
communications.
“One day is not enough! You guys are awesome!”




THE TRAINERS

Puspavathy Ramaloo is no stranger in the Anne Edwards is one of the most
local news scene. As a Senior Broadcast prominent TV personality in Malaysia.
Journalist with TV3 since 2001, Puspa has She is currently the Head of Production,
won numerous awards not only locally but News & Current Affairs at Bernama TV,
She is also the Executive Producer of
at the international level as well. She two shows namely a current affairs
currently reports for ‘Aduan Rakyat’ programme – The Breakfast
Club and SWOT WATCH – a business
show, which she Anchors.

Julian Matthews is the co-founder of M Krishnamoorthy is an experienced
Trinetizen Media, a social media training trainer in the field of crisis
company in Malaysia. He actively conducts communication, locally and regionally.
workshops for multinationals and local Krishna has con-ducted workshops for
companies in corporate social media, crisis private sector, Ministries, embassies and
communications, media relations, online C level execs. Having worked with
advertising, corporate blogging and online numerous media agencies such as The
search techniques. Julian will share his Star and NST, he has 25 years of
views on how to roll-out a practical and experience in journalism under his belt .
effective social media strategy for your
business.

Charles Mohan is an impassioned Manminder Dhillon is a member of the
journalist and NTV7’s lead news anchor. distinguished IPRA, a global PR fraternity.
In 2006, Charles won the prestigious She is the founder of intelectasia™ and
Anugerah Skrin for the Best Special Report. currently provides PR consultation to
Charles is currently the Assignment Editor various organizations, delivering local and
at NTV7. international exposure for her clients.
Manminder recently collaborated with
UiTM to conduct the first ever survey on
Media Relations practices in Malaysia.

Tengku Mazlinda is the Chief
Correspondent for the New Straits Times
Bureau in Shah Alam. She has over six
years of experience in journalism and has
covered various issues ranging from
politics to health. Mazlinda is the expert
when it comes to press release and media What others have said about us:
invite writing.
"Knowledgeable training, very hands-on, learned a lot of new
things-thank you all speakers




THE TRAINERS

What others have said about us:
"Knowledgeable training, very hands-on, learned a lot of new
things-thank you all speakers


www.intelectasia.com
WORKSHOP DETAILS

Duration : 3 days

Start and End Time : 9.00 am – 5.00 pm

Total Hours including break : 27 hours

Trainers : Award winning journalists and editors
from local media agencies and experienced
public relations and social practitioners

Methodology

Presentation by our well experienced trainers

Group discussions and hands-on activities

Case study of successful media campaign and strategies

Leaner Outcomes

Upon completion of this workshop, participants will be able to:

Understand the roles of journalists and editors.

Understand what makes news.

Understand the do’s and don’ts when facing the media

Maximize media exposure and effectively managing crisis situations

Leveraging on social media for PR activities




WORKSHOP OVERVIEW
Day One-Media Relations 101

MODULE 1 ● What is NEWS? Day Two-Crisis Communication
Key Topics:
What Makes NEWS?
What are the elements involved in TV/Print news? MODULE 1 ● What is Crisis Communication?
What makes a good story/news?
How journalists hunt for stories? Key Topics:
Definition and differentiation between crisis communication and
risk management
MODULE 2 ●Preparing Attention Grabbing Press Releases & Types of corporate crises
Media Invites Crisis Detection

Key Topics: MODULE 2 ● Learning from Others (Crisis
What makes Press Releases NEWSWORTHY? Communications Case Studies)
Frequently Made Mistakes
How to write Press Releases & Media Invites that guarantees media Key Topics:
coverage? Major corporate crises in Malaysia and around the world
The Effective and Not So Effective Strategies
MODULE 3●The Art of Pitching Common Mistakes
Learning from the Past
Key Topics: Case Study (Domino’s, Enron, Alliance Bank, High Five, SK II,
Phone Pitch (20 Seconds Pitch) Dell)
Email Pitch
Face to Face Pitch MODULE 3 ●Developing a Powerful Crisis
Communications Plan (CCP )
MODULE 4 ● Media Interviews & Press Conference
Key Topics:
Key Topics: 4 Step Process (Plan, Detect, Execute, Evaluate)
Location Interview Selecting a Crisis Communications Team and Spokesperson
Studio Interview (Basics, Appearance, Fatal Mistakes) Developing Key Messages
Press Conference (Basics, Contingency, FAQ)
MODULE 4●Crisis communications and the Media

Key Topics:
Know what the media wants during a crisis
Press conference and media interviews do’s and don’ts
Preparing press statements
Winning the media
Mock press conference




WORKSHOP OVERVIEW
Day Three- Social Media & PR

MODULE 1 ● Key Trends in Social Media
Our Clients
Key Topics:
Key statistics in social media in Malaysia, the region and the world
Impact of social media in media relations, reputation management and
crisis communications
The four pillars of social media: Listen, Connect, Add Value and Measure
Outline of various social media apps and tools available

MODULE 2 ● Twitter: Building a following

Key Topics:
App run-through: Learn Twitter basic and advanced feature set.
Uses of Twitter: Twitter clients and Android/iPhone/iPad apps used in PR
Best practices, guidelines and tips. Case study: Zappos, Best Buy, Ford
Exercise: Map out a plan of engagement for your Twitter channel.

MODULE 3 ● Facebook: Managing and growing a fan base

Key Topics:
App run-through: Learn Facebook basics and advanced feature set
Pros and cons of Facebook: Avoiding mistakes in digital media relations
Best practices, account settings and advance tips
Creative uses of photos, videos, timeline, questions, games, polls and
contests

MODULE 4 ● Social Media and PR

Key Topics:
Google, SEO & RSS: Audit, monitor and measure your sentiment,
branding and identity online
Best practices to counter negative attacks: Fighting rumours, gossip,
hoaxes, parodies, fake photos, video mashes, rogue websites,
incriminating video and brand terrorists
Various corporate examples of social media response flow chart
Exercise: Re-modelling your online newsroom with social media plugins.

MODULE 5 ● Social Media Planning and Strategy

Key Topics:
Building a community: Pro-active engagement and setting guidelines
Outreach programme for bloggers, Facebook fans and Twitter followers
Tips on policy development for employees on responsible social media
participation
Setting KPIs: Tracking and measuring performance and ROI
Exercise: Map out the social media plan and strategy for your
organisation

and
many more!




REGISTRATION FORM
C OURSE T ITLE : Public Relations Bootcamp ORGANIZATION
___________________________________________
D ATES /D AYS : 17, 18 and 19 July 2012
(Tuesday, Wednesday and Thursday) ADDRESS
___________________________________________
T IME : 9:00am to 5:00pm ___________________________________________
V ENUE : Eastin Hotel, Petaling Jaya CONTACT PERSON
Kuala Lumpur ___________________________________________
F EE S TRUCTURE P ER P ERSON (RM): DESIGNATION
___________________________________________
Per Person
Per Person PHONE
(RM)(RM) ___________________________________________
1-2 Persons 3500 FAX
___________________________________________
3 Persons or more 3150
E mail
___________________________________________

PARTICIPANT(S)
Name : _____________________________
Designation : _____________________________
T ERMS & C ONDITIONS :
Name : _____________________________
i. This Course is PSMB / HRDF Claimable (SBL Scheme) (subject
Designation : _____________________________
to approval)
Name : _____________________________
Ii. Please fax / email your completed registration form by
Designation : _____________________________
5pm 15 July 2012 (Fax:03 7713 2261)
Please use a separate sheet if the space provided is insufficient
Iii. Please contact us if you do not receive a Confirmation letter and Invoice via
fax or mail one week before the event.
PAYMENT METHOD:
Iv. Registrants who cancel less than 3 business days prior to the course
date are subject to a service charge equals to 50% of the course fee. A. If payment is by cheque, please make cheque
payable to ‘Intelectasia Consultancy’

Account Name : Intelectasia Consultancy
Account Number : 1246-0000464-107
Bank : CIMB Bank Berhad
Branch : The Curve,Damansara

B. If payment is via interbank transfer, please fax
the receipt to our office with the registration
form


Public Relations Bootcamp (July 2012)

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