Strategic Public Relations, Protocol and Travel Management - LCT

Tel: +44 203 609 8690



This was a really enjoyable and rewarding week of training. I will certainly be back for the next course.

Deputy Force Financial Controller
Multinational Force and Observers, Israel / Egypt

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Strategic Public Relations, Protocol and Travel Management

Course Ref: PR.2B

Course Subject: Public Relations

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Dates for This Course

Course Overview

  • The curriculum for our two week Strategic Public Relations, Protocol and Travel Management training course is designed for both executives new to the role and mid-level executives who want to build on their existing knowledge of working in this area of PR. Week one of this course introduces PR as a discipline distinct from marketing and advertising with its unique role to play in business and government. Emphasis is placed on PR channels such as print, radio, and television which are important in influencing public opinion. Training consultants also discuss how PR strategies need to relate to the modern international media landscape characterised by the internet, mobile technology, and social media. In order for stories to have an impact on the news, it is necessary to understand the basis of what makes a good story and how to write for media, as well as assessing target markets effectively so that messages are delivered to the right audience. These areas are also covered in the first week. Increasingly, Public Relations departments are undertaking the duties of protocol and travel management as part of corporate PR strategy. The lessons in week two of this course therefore examine how to develop successful strategic planning for overseas travel, from obtaining visas and organising accommodation to meeting and receiving international VIPs. The schedule analyses how Protocol and Travel responsibilities should be integrated into an overall PR programme as well as techniques for the successful planning of exhibitions, conferences, visits and events. Discussions also cover effective planning of domestic travel arrangements.

Who should attend?

  • Protocol officers
  • Travel offices
  • Travel executives
  • Public relations officers
  • Public relations executives
  • Public Relations researchers
  • Those responsible for protocol, travel and accommodation
  • Those in PR in public sector, private sector and not-for-profit organisations
  • Those in PR at the national, regional and community level
  • Those working for international, global or supranational organisations

Learning objectives

  • To build on existing knowledge of Strategic Public Relations
  • To apply the tactical skills required for working in Strategic Public Relations
  • To capitalise on developments in technology
  • To manage the key aspects of protocol
  • To learn tips, tools and techniques to arrange business travel
  • To meet the expectation of those involved in protocol and travel arrangements

Course content

What is PR – Public Relations?

  • Objectives and key elements of Public Relations
  • Importance, benefits and challenges of Public Relations management
  • How PR differs from marketing, advertising and sales
  • Advantages and disadvantages of all PR options
  • Importance of PR internally

PR channels

  • Print media and its current and likely future role in PR
  • Television and the impact it can have
  • Radio - relying on voice only
  • Mobile technology and increasing accessibility
  • Social media and multi-media - growth, complexity and impact

Writing for all media

  • What makes a good story?
  • How to win and keep reader’s attention
  • Writing for print: marketing materials, news, features, editorial and letters
  • Press releases which are published not ignored
  • Writing effectively for electronic media

Target markets

  • Requirements of target audiences and stakeholders
  • What are your competitors doing and how successfully?
  • 15 different types of research to find out the answers
  • Identifying the most appropriate way to reach your audiences
  • Pitfalls to avoid on messages and content

PR events and activities

  • Organising, preparing for and delivering presentations
  • Visits to your organisation by media and journalists
  • Lobbying: advantages, risks and impact
  • Sponsorship: maximising return on investment (ROI)
  • Corporate social responsibility

The right documents, at the right time, in the right place

  • Organising passports, processing visas and overcoming the complexities and problems
  • Compliance with entry requirements and immigration rules
  • Ensuring the health, safety and security of staff and visitors
  • Booking tickets; timetables; time differences; holidays; cancellations
  • Airport procedures, requirements and duties

Accommodation and international travel requirements

  • Factors to chose and book the most appropriate hotel and rooms
  • Customer and protocol requirements; preferred hotels list; change in plans; families
  • Car transport; tolls; parking; rental; security; motorcades
  • Meeting the demands of business travel: payment methods and exchange rates
  • Methods to research all possible options and prioritise the best

Exhibitions, conferences, visits and events – nationally and internationally

  • Planning and organising events, conferences and visits
  • Organising, exhibiting at or attending exhibitions
  • Trade visits and the protocol for them
  • Greeting foreign dignitaries, flying flags correctly and meeting expectations
  • Order of precedence for official ceremonies

Budgeting and cost control

  • Budgeting accurately and meaningfully
  • Monitoring authorisation, approvals, expenditure, allowances, expenses and receipts
  • Cost control for ensuring that expenses are legitimate
  • Cancellations, claims, reimbursements, hospitality
  • Insurance which is robust, appropriate and up-to-date