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PR firm hopes to lure new clients via exec training

Aziam Burson-Marsteller (ABM), one of Thailand's leading public relations firms, aims to attract more media companies as new clients next year through the launch of an executive training programme.

"We have witnessed demand from clients who need to develop their skills in presentation, communication and media strategy, which can help them expand their business into neighbouring countries when the Asean Economic Community comes into effect next year," Tom Poldre, director for training and development at ABM, said yesterday.

For this new executive training programme, the company has earmarked about Bt10 million for a new training studio on the same floor at its head office in Bangkok. The studio, which it calls the ABM Active Learning Centre, is expected to be ready for launch by December.

The programmes, which range from message development, presentation skills and media-relations training to social-media and brand-management workshops, will be taught by professional trainers and experienced communications-industry practitioners with many years of local and global expertise.

The offerings are targeted primarily at medium-sized to large Thai companies that traditionally have not had to face the opportunities or competition that AEC trade liberalisation will bring. As a result, the programmes will introduce the skills that large corporations have relied on for years to get their messages out, along with a basic understanding of the cultural and media characteristics of Asean countries.

Poldre added that this training course would help ABM gain more clients in many sectors such as manufacturing, healthcare, hospitality and retail and generate an additional Bt12 million in revenue next year.

Last year, the PR company received total billings of Bt95 million. As a result of the political unrest and economic downturn in the first half of this year, the company believes that 2014 billings will be about the same as last year's.


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