Anthony Bullick from Outwrite PR spoke as part of the Chartered Institute of Public Relations (CIPR) North West’s aim to talk to every university in the region.
The event, held for year two students studying media and communications courses, focused on campaign planning and its vital role in delivering effective PR.
Anthony, who is chair of the CIPR North West’s committee, said: “Planning and research is not often viewed as the most exciting part of communications, but it’s arguably the most important.
“It was good to showcase the vital role it plays through talking about work we have carried out on behalf of clients.”
Anthony discussed case studies of Outwrite’s work in issues and crisis communications as well as proactive positive campaigns.
Anthony added: “The range of questions during and after the lecture were challenging, which showed the students understood it’s a topic they should focus more on.
“My one tip for students is to do as much research as possible during planning. Gather intelligence and data using platforms like Google Analytics to inform your strategy.”
Founded in 1994, Outwrite has grown into one of the most respected modern-day PR agencies in North Wales and Cheshire.