Word of Mouth and Viral Communications

Event Info

Wed 28 Mar, 2012 from 9:00am - 5:00pm
CIPR Public Relations Centre
52-53 Russell Square
London, WC1B 4HP, UK (Map)
Cost: CIPR members: £260 + VAT; non-members: £400 + VAT.


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.

Yet, most in PR regard word of mouth as something that just happens, a force beyond your control. Wrong. This session highlights how you can manage your word-of-mouth, harness what are called 'memes', and get viral communications working for you – online and offline.

Learn how you can unleash a tidal wave of communications. Pass it on.

Topics Understand the DNA of communications How to manage your word-of-mouth Tools to measure your word-of-mouth Your meme triangle How to create, cook and harness potent memes How to make your message 'sticky' What to do in response to a negative meme about you How to manage conspiracy theories How to create, build and use networks How 'spin' is inevitable in communications Sharing examples from the work of Edward Bernays to the latest cutting edge campaigns Workshop fee CIPR members: £175 + VAT; non-members: £235 + VAT.

Learning outcomes 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 the DNA of communications – memes - you can create memorable, highly creative and impactful messages whose word-of-mouth lives on, and on.


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