Date(s) - 15/11/2023
12:30 pm - 4:00 pm
Some B2B PR initiatives achieve spectacular results. Others are barely visible. The difference is creativity. This seminar describes tried-and-tested systems for individual and group idea generation. It shows how to pitch creative concepts to B2B clients and how to explain the link between creativity and sales. It uses real-life examples to demonstrate how to take a great idea through to successful execution with measurable results. It asks the question: ‘Is there any real difference between B2C and B2B creativity?’ and answers ‘No’.
Event Type: Classroom
Address: Virtual Classroom, Virtual Classroom
Trainer: Adrian Wheeler FPRCA
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.