This course will be delivered in Chinese. PPT won't be shared.

For enterprises, whether it is B2C or B2B enterprises, organizing offline activities is a basic skill. For public relations personnel, offline activities are the work of corporate brand building, including media relationship management, investor relationship management and partnership management, which focus on high-end content.

For marketing personnel, offline activities are a must for new products to be launched, focusing on consumers and conversion rates.

In recent years, as mobile phones have become the main tool for people to obtain information, digital marketing has once again set off a boom. Whenever we talk, we speak of Tik Tok and Toutiao.... However, while Internet giants continue to gather traffic, on the one hand, the traffic price is getting more and more expensive, on the other hand, not all industries are suitable for online promotion.

For most companies, offline activities are more commonly used in branding and marketing, with manageable budget and a closer target audience.

It is not easy to organize an offline activity. But once you do it well, the benefits for the company are obvious. The purpose of this lesson is to help the company's market and public relations personnel to systematically sort out all aspects of event management. While the activities are so important, the devil lies in the detail.

The content of this course is based on previous feedback from the trainees and has been updated to address the common difficulties encountered by companies in event management.

What will you learn?

Part 1: Key points to be aware of in all activities

Section 1: Activity on Site:

1. The spokesperson's speech management must be the first priority.

2. There are difference between activities with and without media.

3. Do you really need a live broadcast?

4. First lesson of the activity: How to avoid messing up?

Section 2: Large-scale events must be planned carefully.

1. The first priority of event planning: strategy.

2. Choose the form of activity.

3. How to make an annual event calendar?

4. How to write the activity plan book: substantial, executable, less nonsense.

5. Those pits in the event planning.

Section 3: Theme Design: Make the audience feel worthy.

1. Content and topic must have a big picture.

2. Primary and secondary contents must be distinguished.

3. Design of the theme content and design of the speech.

Section 4: Speaker: The event is a reality show and the speaker is an actor.

1. The appropriate topic must be explained by a suitable speaker.

2. How to draft a guest speakers list.

3. The invitation of guest speakers is an art and a business.

4. Management speakers: On site and in advance.

Section 5: Participants: Inviting a precise audience is a big challenge.

1. The effect of offline activities is measured by the ability to invite accurate listeners.

2. Design of invitations: arrival rate rather than fancy design.

3. Tips for sending invitations.

4. Invitations should also be carefully designed.

5. Inviting the audience is a management: Supervision and assessment.

Section 6: Management and plans for emergencies

1. Murphy's Law: Every time there is bound to be an accident (case study).

2. Too fancy is too risky (start-up ceremony etc.)

3. What should I do if the important spokesperson is temporarily absent?

4. What should I do if there's a problem in media?

5. How to prevent safety accidents?

Part 2: Management methods for small activities

Section 1: Small activities are effective channels for companies to get customers.

Section 2: How do the internal team plan small events: lectures, product promotion meetings

Section 3: Key Elements for Successful Small Events

Section 4: General Process Management for Small Events

Section 5: How to be a good host?

Section 6: How to design content?

Part 3: Management methods for large-scale events

Section 1: Who is the chief director of the event? Team building.

Section 2: The process must have a strategic view and a big picture.

Section 3: How to choose the place for the event?

Section 4: Visual design is an important part of content.

Section 5: Site Construction Management before the event.

Section 6: Preparations before the event

Section 7: What kind of copywriting is required for an event – ​​from planning to completion.

Section 8: Planning and Time Control of Activity Process

Section 9: Arrangement of Tea Break

Section 10: External Team Management

Section 11: Public activities are high-risk sites for corporate public opinion crisis: prevention!


8:45 AM - 9 AM
9 AM - 12 PM
Morning Session
12 PM - 1 PM
Lunch Break
1 PM - 5 PM
Afternoon Session


  • Ulan Tuya

    Ulan Tuya

    In 2014, Wulan Tuya founded Linglong Gezhi International Public Relations Consulting (Beijing) Co., Ltd. Since 2018, she has served as an MBA professional tutor at Peking University National Development Institute. Wulan joined the Newell Public Relations in 2003, after that she served in the world's leading companies and agencies in public relation field such as Fleishman Hillard and the American Chamber of Commerce in China.

    Over the 15 years, she contributed to public relations, marketing, brand building. She has served both Chinese and foreign clients all over the world, from Global Fortune 500 companies to domestic start-ups. She has served in leading companies in a variety of industries, including Caterpillar, Emerson, PepsiCo, Copenhagen Fur, Cochlear, NBA, Mercedes-Benz, Colgate, Mori Hamada & Matsumoto, Siebel Systems, Juniper Network, Nyenrode Business University, and University of Chicago Booth School of Business.

    In China, through the establishment of public relations and brand awareness, using cutting-edge marketing and digital marketing techniques, she is committed to helping more local companies to open the market quickly through establishing brands.

    Recent years, based on the local media environment and mass communication characteristics, Ulan Tuya has developed a series of public relations and marketing courses. These courses improve the PR and brand literacy and practical capabilities of enterprises which aim at building brands and expanding markets within Chinese audiences.

    Ulan earned her bachelor’s degree in English from Beijing International Studies University. She graduated from the National Development Institute of Peking University with an MBA and received an MBA from the Leuven Business School in Belgium.

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Employee of Member Company

Please register and pay by August 15.

Standard Price RMB 2,000

Please register and pay by July 15.

Standard Price RMB 2,300

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AmCham China Washington Room

3F, Gate 4, Pacific Century Place, 2A Workers' Stadium North Road

Beijing, Chaoyang District, China

If you have any questions please contact Caroline Wang

Contact Organizer

+86 108519-0892

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