te13 pr and media relations - klcc
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52nd ICCA Congress
International Congress and Convention Association.
Twitter: #ICCA13
ICCA Best PR Award 2013
Kuala Lumpur Convention Centre:
A Case Study
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International Congress and Convention Association.
Twitter: #ICCA13
Overview
1. Objectives/challenges/strategy
What to achieve? Who are your target audience?
2. Creativity
What makes you different?
3. Execution and quality
What did you do to reach your audience?
4. Evaluation/ROI
Results – quantitative and qualitative
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International Congress and Convention Association.
Twitter: #ICCA13
Objective: What a press release means to us?
1. Share the latest sights and sounds of the Centre.
2. Educate and highlight best practices.
3. Visibility is free publicity and marketability.
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International Congress and Convention Association.
Twitter: #ICCA13
Strategy and creativity
1. Constantly on the lookout for news and story angle;
be proactive and anticipatory
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International Congress and Convention Association.
Twitter: #ICCA13
Strategy and creativity
a. Look within the Centre.
New products and services
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International Congress and Convention Association.
Twitter: #ICCA13
Strategy and creativity
a. Look within the Centre.
Technology upgrade
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International Congress and Convention Association.
Twitter: #ICCA13
Strategy and creativity
a. Look within the Centre.
Awards and accolades
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International Congress and Convention Association.
Twitter: #ICCA13
a. Look within the Centre.
Green and sustainability initiatives
Strategy and creativity
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International Congress and Convention Association.
Twitter: #ICCA13
Strategy and creativity
a. Look within the Centre.
Staff activities
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International Congress and Convention Association.
Twitter: #ICCA13
Strategy and creativity
b. Sensitive to what’s happening around you.
Leverage on events and happenings
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International Congress and Convention Association.
Twitter: #ICCA13
Strategy and creativity
b. Sensitive to what’s happening around you.
Leverage on industrial partnerships
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International Congress and Convention Association.
Twitter: #ICCA13
Strategy and creativity
b. Sensitive to what’s happening around you.
Tap on local and global news
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International Congress and Convention Association.
Twitter: #ICCA13
Execution and quality
A-to-F Guidelines:
Headlines must be an attention-grabber and not what you
would expect from a convention centre.
“Pints Galore”
“40 Tonnes and Keeps Growing”
“Thumbs Up to No Smoking”
“Kuala Lumpur Convention Centre Goes Wild!”
“Impossibly Possible for the Kuala Lumpur Convention Centre”
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International Congress and Convention Association.
Twitter: #ICCA13
Execution and quality
A-to-F Guidelines:
The bulk of the story in the first paragraph.
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International Congress and Convention Association.
Twitter: #ICCA13
Execution and quality
A-to-F Guidelines:
The copy should be compact.
Consistent with
message house
Succinct and
precise
No jargonsNo hard-
selling
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International Congress and Convention Association.
Twitter: #ICCA13
Execution and quality
A-to-F Guidelines:
Decode and decipher for clarity and credibility.
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International Congress and Convention Association.
Twitter: #ICCA13
Execution and quality
A-to-F Guidelines:
Elaborate and support with facts and figures.
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International Congress and Convention Association.
Twitter: #ICCA13
Execution and quality
A-to-F Guidelines:
The winning foto (photo).
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International Congress and Convention Association.
Twitter: #ICCA13
Execution and quality
Lead
Expand
Closing summary
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International Congress and Convention Association.
Twitter: #ICCA13
Your pick: Waste management
Team joined trip to waste management centre
World Environment Day
PR Team worked on copy
GM’s approval
Liaised with SHE
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International Congress and Convention Association.
Twitter: #ICCA13
Your pick: Blood donation campaign
Announcement from HR
Team developed a media brief
Story generated
Distribution
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International Congress and Convention Association.
Twitter: #ICCA13
Your pick: High profile event
Venue provider
Zoom into own capabilities
PR Team worked on copy
GM’s approval
Get facts & figures from various departments
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International Congress and Convention Association.
Twitter: #ICCA13
Evaluation and ROI
1. PR coverage on print, e-magazine and online
RM1.04 million
€239,000
72%
22%
6%
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International Congress and Convention Association.
Twitter: #ICCA13
Evaluation and ROI
1. ROI
RM17.5 million
€4.0 million
KLCC49%
PWTC23%
PICC5%
MVEC5%
Sime Darby4%
Matrade1%
MIECC1%
SACC2%
Royale Chulan
1%Others6%
MyCEB2% SCB
0%
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International Congress and Convention Association.
Twitter: #ICCA13
Evaluation and ROI
3. Team members are kept abreast of the development
in the Centre.
4. Shortlisted as finalist for ICCA Best PR Award!
2. Media becomes our BFF.
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International Congress and Convention Association.
Twitter: #ICCA13
For more information, visit
www.klccconventioncentre.com
Thank you!
Terima kasih!
谢谢