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ASSOCIATIONS & MEDIA - Implementing an effective mix of traditional and digital media in your overall communications strategy

2 September 2019



Associations must find the right balance in catering information and communications towards their stakeholders. They must also be able to reach them through the right media channels. But in today´s world of social media versus traditional communication methods, how exactly do you do that? What is the best strategy to use to get the most out of your limited time and budget? What is good business communication in today´s ever-changing world?

In our Media Workshop we will help you to answer some of these issues by looking in-depth at the differences between traditional print media versus new media approaches. Both elements are invaluable in building a comprehensive communication strategy that targets your messages to your many and varied audiences.

We will look at when to use traditional media and when to use new media (social media). One approach does not necessarily have to exclude the other. They can both work hand-in-hand to achieve the best results for your association.

Whether to help communicate mission’s, goals and objectives, create effective event communications or campaign communications, it is important to broaden your outlook and gain a better understanding of how today’s print media works and what it requires from you in order attract attention and gain momentum.

This workshop has two part and several workshop elements, creating a good communications strategy mix between:

1. Traditional Media (print) approach

2. New / Digital Media approach

By the end of the day, participants of this workshop will have learned how to access and make an overview of the different stakeholders and how to adequately communicate to the different groups through either traditional or new media methods, or a strategic combination of both.


Workshop Part I:

Cecile Koch, founder of Boardroom magazine, will deep dive into business comm and PR and help you focus on the following points:

-The golden rules of PR and business comms

-What is the print media environment like today?

-Print media stakeholders‘ map

-The principle of positioning

-What information are journalists interested in?

-How to target the right audiences

A hands-on exercise will make you understand how you can better position yourself and how to better define the messages you want to share with the world.

Participant will learn what basic communication is, how to make an overview of the different stakeholders involved in your field and how to communicate to the different groups adequately.

Workshop Part II:

A Press Release? What?

People now have control over where, when, and how they consume information. As a result, public relations are no longer about feeding into a traditional news cycle; it's about providing relevant content to a targeted audience.

To do so, there is one powerful tool at your disposal to make your PR strategy successful. If done and delivered properly, a press release is such a tool – they represent an opportunity to connect to the audiences you care about.

This workshop part, facilitated by Boardroom Chief Editor Rémi Dévé will help you understand what makes a good press release, give you the tools to differentiate a good press release from a bad one… before getting your hands dirty and write a press release yourself, based on the group of stakeholders you want to target.

Workshop Part III:

Digital Media vs. traditional Media

Facilitation and coaching by Brett Kobie, Senior Vice President, Integrated Communications, FleishmanHillard EMEA

-Digital Media Trends

-Digital Media as part of your overall comms strategy

-Event marketing related to social medial tools

-What are the best social media tools and when/how to use them?

-What plans to you currently have in place?

-What tools are you currently using and how?

-Digital exertices


The workshop will be a combination of theory, practical examples and hands-on exercises. Active participation is required from all throughout the day.

With thankful support of the ASSOCIATIONWORLD partners:


Start: 2 September 2019
End: 2 September 2019

The Hotel Brussels

Boulevard de Waterloo 38
1000 Bruxelles Bruxelles

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