11 East Allison Street
Seattle, Washington 98102

Public relations can fuel the launch of a new company and the continued growth of businesses in all stages of development. But public relations is even more powerful when it?s connected to a long-term strategy for building new customer relationships. An effective customer strategy:

Gives customers a reason why they must talk to you.
Is based on brand tools that create consistent product or service differentiation.
Results in highly differentiated messaging?not ?marketing speak.?
Is measurable in a way that tells you whether your actions are creating customer champions.

This workshop will give participants the tools they need to organize an effective public relations campaign that is brand based?that is, focused on the key actions and messages that differentiate you from your competitors.

The first half of the workshop will address brand and its relationship to internal decision-making and external communications. We will cover how a company comes to understand its brand, how to manage it, and how to use brand to generate loyalty in your customers. We will also discuss the role of leadership and benchmarking in managing an integrated brand.

In the second half, we?ll demonstrate how brand can be reflected in all public relations efforts and show how to design and implement an effective campaign.

Instructors for the ?Essentials of PR and Brand Management? include Joe LePla, principal and co-founder, Lynn Parker, principal and co-founder, Eric Nobis, vice president, and Beth Woolley, account manager for Parker LePla.

Register online (http://www.nwen.org/program/essential_workshops_20051206.htm) or call the NWEN office at (425) 564-5701. Registration closes at noon on 12/04.
$65 for NWEN members. $115 for nonmembers. Registration for this workshop is limited to 40.

Added by gumption on November 16, 2005

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