Tutors:
Julia Lampam, John Wiley & Sons Ltd
Alexa Dugan, Wiley-Blackwell
Overview:
Maximising spend and achieving effective marketing requires implementing an integrated strategy that utilises a variety of marketing tactics. Publicity is a key tactic in this arsenal, but to be effective must be considered as a part of the overall plan. Too often publicity is implemented as an isolated tactic that fails to fulfil the overall journal objectives or expectations of the society/author/editor. This course will use a variety of methods, including case studies and practical workshops to examine how publicity and media management can help achieve your key journal marketing objectives. It will provide background information on the media, how it works and the different audiences media can be aimed at. We will examine what actually works and what doesn't, whilst reviewing some of the common mistakes and misconceptions.
Programme:
- How to integrate publicity into your online and print marketing plans
- How to spot a paper with publicity potential
- How to implement a publicity campaign for a paper including:
- Writing an effective press release
- Where and when to distribute
- How to ensure and measure success
- How to manage your expectations and those of your editor/society/author
- General product publicity including;
- When to use
- How to write a release
- Who to target
- Using other publicity opportunities including;
- Working with journalist societies/organisations
- Working with media centres
- Working with scientific conferences
- Working with authors who wish to publicise their paper themselves
- Using social media as a publicity tool
Learning objectives - by the end of the course delegates will be able to:
Spot press potential, in either the scientific or national media, for product and scientific papers and be equipped to position the product or paper to the media. Learn how to integrate this activity into your traditional journal marketing plans to gain maximum exposure and success. At the end of the training course you will have gained experience on how to compile press releases generated through practical workshops and discussions of case studies and how to identify other media/publicity opportunities for your products.
Who should attend?
This course is ideal for marketeers who have had several years experience of general marketing and now need to understand how to include publicity into their wider marketing strategy.
Further Information:
Barbara Holmes telephone +44 (0)1993 772 727 (email)
Amanda Whiting telephone +44 (0)1865 247776 (email)
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