Advanced Strategic Public Relations Management

Upon successful completion of this training series, participants will have learnt how to:

• Lead and Manage a successful PR campaign
• Apply the most up-to-date PR techniques, methodologies, tools
• Identify and capitalize on PR opportunities,
• Overcome the challenges and minimize risks
• Maximize the Return on Investment (ROI)

COURSE CONTENT

What you are promoting?

• PR to promote organization’s vision, mission and strategy
• Benefits of products and services
• Target messages for specific audiences, stakeholders and markets
• Objective measures of success: KPIs
• Return on Investment: ROI

Social media and multi-media

• Understanding the scope, power and immediacy of these media
• Monitoring what is said, where and by whom
• Responding to negative feedback positively
• Pro-actively participating in social and multi-media
• Dos and don’ts

Five steps for a successful PR plan

• Agree your objectives, set targets and quantify results
• Appropriate channels, methods and mix
• Maximise budget and resources
• Recruit and manage your PR team: internal and external
• Effective project management of the implementation

Media relations

• What do you want from editors, journalists and their media?
• What do they need from you?
• Understand the pressures and deadlines they are under
• Work together to build long-term durable relationships
• Ten top tips for developing lasting relationships

Press conferences and interviews

• Managing press conferences and dealing with journalists’ enquiries
• Giving winning television interviews
• Radio interviews with impact
• Handle difficult questions on the telephone

Planning a successful PR campaign

• Agree strategic objectives globally, nationally, regionally, locally
• Appropriate communication for each market, stakeholder and audience
• Objective measures of success and desired outcomes
• Project management and implementation of plans
• Anticipate and prevent problems

Advising and developing senior people

• Advising politicians, senior civil servants, directors and managers
• Give winning presentations
• Public relations challenges as opportunities
• Harnessing creative conflict into productive output
• Budgeting and resource management

Building a reputation

• Clarify the key elements which comprise reputation
• Strategy to maintain a long-term reputation
• Minimize threats to reputation
• Defend reputation when under attack
• Rebuild reputation after it has been undermined or discredited

Issues and crisis management

• Anticipate sources of crises and mitigate risks
• Appoint crisis leaders and teams and allocate resources
• Create crisis plans for key eventualities
• Practise crisis plans regularly

FOR WHOM:

Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.