Choosing the right mix and balance of marketing and PR tools is essential for a creative and impactful campaign.
Session Overview
This session will cover marketing and PR tactics and tools businesses can use to raise their profile, drive sales and develop new clients, including:
- Media and press releases
- Events
- Sponsorship
- Advertising
- Publicity
This session helps organisations reflect on choosing the best mix of tools and tactics, messages and timings to maximise your organisations communications spend effectively.
Session Objectives
In this session you will learn:
- The wide range of communication tools and tactics available in the field of marketing and public relations
- Top tips - Taking inspiration from award winning campaigns
- What's suitable for your own organisation's marketing and PR going forward
Speaker
This workshop will be led by Shirley Beresford, a Communications Marketing Professional and Academic. Currently lecturing at Leeds Business School at Leeds Beckett University, Shirley specialises in strategic communications and arts marketing and is also an examiner for the CIM (Chartered Institute of Marketing) and CIPR (Chartered Institute of Public Relations).
Experience:
- Marketing and Communication Advisory Group member for Leeds 2023 Capital of Culture Bid
- Board Member of imove. Cultural Olympiad Programme for Yorkshire and Humber funded by
- Legacy Trust UK
- Deputy Chair of AXIS, the UK online resource for Contemporary Art
- External Examiner/Adviser – UCLAN, London Met University, Birmingham City University
- Academy of Marketing - Arts, Heritage, Non-Profit & Social Marketing Group
- Academic Colloquium Director & Academic Reviewer – Academy of Marketing, Steering Group organiser - Fields of Vision Conference supported by Leisure Studies Association
- Selected Publications in 2013: Chapter ‘Arts, Leisure and Entertainment PR’ in R. Tench and L. Yeomans(eds) Exploring Public Relations, FT/Prentice Hall 2013. Chapter ‘Managing Public Relations’ in S. Moss and B. Walmsley (eds) 'Entertainment Management: Towards Best Practice', CABI 2013
- PR Week Awards Judge
