Half-day training in winning PR business
PERFECT PROPOSALS & PRESENTATIONS MASTERCLASSHow PR and marketing consultancies can improve pitches to win more businessCourse in briefAn intensive workshop which shows PR and marketing consultants how to put together new business proposals and presentations that stand more chance of success. The course is based on research about what 115 executives in companies and public sector organisations regard as most important when they are taking decisions about hiring a PR or marketing consultancy. Duration: half-day. Open course cost: £245.00 + £42.88 VAT = £287.88. (In-house courses also available.) Attend if you are...- New business director in PR or marketing consultancy
- Board director of PR or marketing consultancy
- Owner of PR or marketing consultancy
- PR account executive with responsibility for contributing to proposals
What you gainAfter attending the Masterclass, you will be able to... - Understand more about what buyers look for in PR and marketing proposals
- Develop techniques to ensure your firm is included on short-lists
- Develop campaign strategies for clients in innovative ways
- Write a proposal in ways that make it stand out from rivals
- Make new business presentations with more confidence
- Handle negotiations over terms and conditions more effectively
About the courseWinning new business is the lifeblood of PR and marketing consultancies. Yet it is a task which is often not carried out in a systematic and effective way. Too often, new business proposals are the result of last-minute rushed work which is less convincing than it should be. But it doesn't have to be like that. The Perfect Proposals & Presentations Masterclass shows how you can be organised to handle invitations to pitch for new business more effectively. Equally important, it takes you through the complete proposal and presentation process, showing how you can add that little bit extra at each step which makes the big difference to whether you're firm is selected or not. What makes this course different from others is that it's based on a detailed research project into what decision-makers actually take into account when they're weighing up rival proposals or listening to competing presentations. The research questioned 115 executives in a wide range of commercial and public organisations about what they regard as particularly important. It covered areas such as how they choose companies for the short-list, what they think is most important in proposals, how they like to be pitched to - even what payment method they most prefer. So the Masterclass gives you real insight into what makes a proposal succeed. The Perfect Proposals & Presentations Masterclass is packed with practical ideas which you take away and use straight away in your next proposal writing assignment. Masterclass programmeModule 1: Finding and targeting new clients- How clients choose PR and marketing agencies
- Why proposals are important
- Where to spot new business opportunities
- How to build relationships
- 23 ways to attract new business pitch invitations
Module 2: People and processes for new business- Getting organised to pitch for new business
- Developing new business leadership
- Why account management is a new business function
Module 3: Getting on the short-list- The size of typical shortlists
- How prospects draw up short-lists
- Three ways to showcase your contacts with editors
- Five more tips for getting on short-lists
- Four ways to demonstrate your professional standards
- Six ways to "go that extra mile"
Module 4: Getting to grips with the brief- What prospects regard as most important about briefs
- What the brief should contain
- Eight ways to get information your competitors won't have
- How to conduct a preliminary meeting with a prospect
- Defining the key campaign objectives
Module 5: Developing a campaign strategy- How to understand the prospect's marketplace
- How to understand the prospect's strengths and weaknesses
- Nine-point approach to building a winning campaign strategy
- A foolproof way to match the strategy to the brief
- How to develop a campaign schedule
- Matching campaign proposals to the budget
- How clients like to pay
- Six ways to measure a campaign's results
Module 6: Writing a winning proposal- A sure-fire way to structure a new business proposal
- Four ways to use proposal language to convince
- "Unlucky 13" faults with many PR/marketing proposals
- How to build an e-proposal
Module 7: How to give a proposal the "that's the one" impact- Features which create the "that's the one" impact
- 10 ways to develop outrageously creative ideas
- How to use an "extras menu" to give a proposal the edge
Module 8: Making the presentation- A brief introduction to "presentation pratfalls"
- Lucky 13 ways to make the best of your presentation
- How to choose the presentation team
- A guide to answering questions convincingly
Module 9: The final lap- When and how to follow up after a presentation
- Conducting the final negotiations
- How to become a regular new business winner
Extra background- Two case studies: how clients choose agencies
Course materials The Perfect Proposals & Presentations Masterclass comes complete with a set of outstanding course materials that are designed to help you build on your new-found proposal and presentation skills even after the course is over. You receive a course pack which contains:
- The Perfect Proposals & Presentations Masterclass Workbook & Course Notes. This 68-page Workbook is exclusive to people who attend the Masterclass. The Workbook contains a comprehensive set of notes covering the main points of the Masterclass and also provides room for you to add your personal notes. It includes the full results of the special research survey of 115 executives who take decisions about hiring PR and marketing consultancies. These results are not published in full anywhere else. The Workbook remains a permanent reminder of the course content - and a valuable source of reference - long after the Masterclass has finished.
- How to Build a Winning Bid Team. This 138-page paperback book is based on a separate research project which looked at what executives regard as the top 20 skills in a winning new business team. The book provides a briefing on how to raise your company's skills in each of the 20 areas covered together with dozens of useful contact details of organisations that can help you do so.
Course presenter profile Jo Lynn has contributed to scores of successful new business proposals while working for some of the biggest communications agencies in the world, including Burson Marsteller, Good Relations and the relentlessly hip Lynne Franks. After several years at board director level she set up on her own, but is still regularly called in by PR agencies when they need top-level advice on a new business proposal.
Jo has a reputation for original and strategic thinking and has expertise from brand building through to crisis issues. She began her career as a journalist before being headhunted into PR. Since then, she has developed an extensive, varied and international experience covering mega brands such as AIRMILES, Kodak, Weight Watchers, NutraSweet, Canderel, Coca-Cola, Pizza Hut, The Association of Women Solicitors, The Restaurant Association of Great Britain, Tia Maria, G D Searle, Monsanto, Warner Lambert, Brandon Bayes, Tesco, Elexu.com, Studentbonkers.com and Pretty Polly. At RPPR, she was part of the team that won PR Week's best young agency. RPPR was the agency which represented personal development guru Tony Robbins and subsequently Jo had to walk literally over white-hot coals as part of her board duties. She can, therefore, truly claim to be prepared to walk over hot coals for her clients! In her spare time, Jo scours farmers' markets so that she can feed up her friends, walks her border terrier Tilly, and practices Buddhism. What people say..."What a great session - packed full of useful information and tips for success. Comprehensive content, including strategy and delivery, plus the chance to discuss specific issues and challenges in detail with a superb and highly experienced PR professional. We can't recommend this course highly enough. Thank you!" - Clare Elsley, director, Campus PR "I just wanted to say it was a very interesting afternoon, highlighting some essential factors that have already made a difference in the new biz work I am doing for Bubble & Squeak." - Natalie Besbrode, business development manager, Bubble & Squeak "I thought Jo was brilliant and, as a fellow woman working in PR, albeit a relative newcomer in comparison, extremely inspiring." - Lyndsey Hunt, Word Association "Thought the class was pitched at the right level. Really enjoyed it." - Sharon McEwan, Bright PR
"Jo is brilliant at explaining things. As an entrepreneur running several ventures, I need to have a complete understanding of how to plan the PR and marketing of my companies. Her clear thinking has made me view my companies much more strategically and I am able to slot in lucid programmes into my business plans." - Walter Cruz, Bosenet and Great Expectations In-house coursesIf you have several people who would like to attend a Perfect Proposals & Presentations Masterclass, why not book an in-house session at your own offices? We can run in-house sessions for a minimum of three participants. The fee for an in-house Masterclass is based on the number of participants: three, £645; four, £845; five, £1,045; six, £1,245; seven, £1,395; eight, £1,545; nine, £1,695; 10, £1,795. (All prices quoted plus VAT and, depending on location, agreed travel expenses may be charged at cost.) For other numbers or to hold the Masterclass at an alternative location, please ask for quotation. If you would like to book an in-house Masterclass or like further information:
Booking information
Perfect Proposals & Presentations Masterclass Wednesday, 22nd September 2010 NLC, 1 Whitehall Place, London SW1A 2HE
£245.00 + £42.88 VAT = £287.88
Booking form
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