First word of mouth training for PR professionals by CIPR

Word of mouth is one of the most powerful forms of communications capable of determining or shaping an organization’s corporate reputation, and the next sale of your product or service. Yet most public relations professionals fail to harness it, or manage it.

To address this challenge I am teaming up with the Chartered Institute of Public Relations is organizing its first-ever half day training session in London between 2-5pm on November 11th to enable practitioners to become the equivalent of ‘Word of Mouth Directors’ for their organizations

Most in PR regard word of mouth as something that just happens, a force beyond your control.

Wrong.

This session offers 101 tips on how you can manage your word-of-mouth, harness what are called ‘memes’, and get viral communications working for you – online and offline. Why is it that some ideas can spread like wildfire, while others languish, are ignored and overlooked?

Word-of-mouth is regarded as the most potent marketing communications tool: if others recommend you, it is the best positive message you can enjoy, and you have the equivalent of an unpaid army of sales people working for you.

The training course will teach how you can unleash a tidal wave of communications and includes:

• How to manage your word-of-mouth

• Tools to measure your word-of-mouth

• How to create, cook and harness potent word of mouth campaigns

• How to make your message ‘sticky’ and memorable

• What to do in response to a negative word of mouth

• How to manage conspiracy theories

• How to create, build and use networks

The course has been devised and will be delivered by Andy Green FCIPR. His book ‘Effective Personal Communication Sills for PR’, part of the Institute’s PR in Practice series, was one of the first PR texts to cover word of mouth and memes.

Sharing examples from the work of Edward Bernays to the latest cutting edge campaigns, you will go away telling your friends how you can manage your word-of-mouth, how to create positive messages about you, what you do and what you stand for.

By understanding how word of mouth works you can create memorable, highly creative and impactful messages whose word-of-mouth lives on, and on.

Places on the course are limited. To book your place visit www.cipr.co.uk or ring 0207 631 6900.

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