Pacific Conferences Addresses How Content is Transforming the Way Companies Engage Their Audience

2-Day interactive workshop addresses proven strategies for insightful brand narratives and compelling storytelling

SINGAPORE, Sept. 9, 2013 /PRNewswire/ -- With the emergence of social media, mobile and other online platorms utilised for engagement, brands nowadays are finding better ways to conceptualise, design and manage the content. The content creation and development transforms from building on a single channel towards leveraging on multiple channels where each part of the content is delivered and flexible enough to allow the audience to participate and inspire them to take actions. The scope of content is getting broader. It represents how companies want to present themselves to customers and the media.

However, creating content that reasonates with the audience is not easy. According to Rachel Catanach, Managing Director, FleishmanHillard Hong Kong, "the demand for content has never been greater, with some large corporates creating up to 40 new pieces of content every day. The challenge, however, is to create content that is truly engaging and appropriately designed for the audience in mind." Customers' taste and preferences change unpredictably, and that requires brands to go further to profile their customers, evaluate the touch points customers often visit and from there, design purpose-driven stories to attract and engage them. The media also needs stories that best present corporate persona. It should be interesting, relevant and meaningful.

In an effort to equip industry professionals with skills on formulating step-by-step strategies to master the latest techniques in transmedia storytelling and media pitching, from both traditional and digital aspects, the Transmedia Storytelling & Media Pitching workshop conducted this year will focus on the current media landscape, deconstructing a story, creating great insights for storytelling, writing for the online world, pitching to traditional media, engaging bloggers and measuring the effectiveness of your content. Practical and relevant case studies from CNN, BBC, CNBC, Levis, Puma, Volkswagen are included to illustrate how these techniques work in reality. Further exercises also enhance delegates' abilities to master the skills required from the sessions.

Organised by Pacific Conferences, the workshop will be held in Hong Kong and Singapore on 7 - 8 October 2013 and 10 - 11 October 2013, respectively. Leading the workshop is Rachel Catanach, Managing Director, FleishmanHillard Hong Kong, who has more than 20 years of experience in the communications field.  A well-rounded counsellor, she has advised senior clients across the finance, government, media, telecommunications, luxury and hospitality sectors. Rachel has also consulted on high-profile merger and acquisition activities, private equity deals, sensitive issues management, initial public offerings, and strategic events. Before joining FleishmanHillard, Ms. Catanach served as General Manager and Regional Corporate Practice Lead at the Hong Kong office of Waggener Edstrom Worldwide. Rachel will advise on the principles of great storytelling and media pitching, and leverage on these to suit different formats and tonality of various media coverage.

Event Details:

Title: Transmedia Storytelling & Media Pitching Workshop
Date & Venue:
7 - 8 October 2013, Regal Hongkong Hotel, Hong Kong
10 - 11 October 2013, M Hotel, Singapore
Organiser : Pacific Conferences
Contact Person : Ms Cindy Toh
Tel : +65-6592-7361
Email: cindy@conferences.com.sg
Attachment: Full Programme

Full programme can also be found at: http://www.conferences.com.sg/S1424-SPR18-01S-U.PDF