Advanced Strategies for Public Relations

• To Examine the range of PR campaigns and the purposes that they can achieve
• To Develop a problem-solving approach to match PR campaign strategy to business objectives
• To Plan PR campaigns to meet clear objectives with behavioural outcomes and measurable results
• To Examine a wide range of successful campaigns to judge the differing strategies and use of channels and media
• To Measure risk presented during a campaign by increased public and media scrutiny and to plan to mitigate these risks
• To Learn how to evaluate PR campaigns to demonstrate success to the business and to develop campaign methodology

COURSE CONTENT:

Public Relations in Business  

• An Overview of the Scope and Role of Public Relations in an Organisation
• The Importance of Reputation Management
• The Role of the Brand
• The PR Transfer Process and Communications Theory
• Definitions of Campaigns
• The Six Point PR Plan Framework for Campaigns
• Assessing your PR Situation

Setting Campaign Objectives and Identifying Stakeholders  

• Setting Objectives to meet your Business Needs
• Translating Objectives into a Practical Campaign Outcomes
• Identifying your Publics
• Assessing What your stakeholders think of you
• Learning their Language
• Applying Creativity to Messaging
• The Importance of Third Party Endorsement

Choosing the Right Media – Mass Media  

• Features and Facets of Newspapers, Magazines, TV and Radio
• Keeping your Objectives in Mind
• Choosing the Right Titles for the Right Audience
• Mass Media News Generation and Management
• Is it a media story – what’s in it for them?
• Invitations and Press Releases
• Conducting Interviews and Briefing Interviewees
• Managing Filming

Choosing the Right Media – Other Campaign Media  

• Involving your “in-house” Media
• Corporate Video
• The Role of Corporate Websites
• Social Media in Campaigns
• Events as Part of Campaigns
• Using VIPs or Celebrities
• Direct Face to Face Communication
• Lobbying

Budgets and Evaluation  

• Evaluating Campaigns
• Crisis Management and Contingencies
• The In-house PR Team – Staffing, Setting up and Running it
• Buying in Help – What to look for in a consultancy and how to get the best from them?
• Personal Action Planning

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.