Advanced Strategic Public Relations Management
Promote and protect your organisation's reputation: strategic planning and leadership for quality Public Relations
This course is recognised by the British Accreditation Council (BAC)
Course Code: PR.3
Subject: Public Relations
Course Fee: £4500 + VAT (20%)
Overview
Combining Public Relations Management – levels 2 and 3, Advanced Strategic Public Relations Management is designed for senior executives who are seeking a comprehensive two week training course in PR. The curriculum includes lessons on how to plan, lead and manage PR campaigns, how to utilise the latest techniques and methodologies in overall company strategy, and how to contribute effectively to communications development at board level. Delegates will assess the importance of PR in promoting an organisation’s vision and mission and learn to formulate and present a PR strategy to Directors and CEOs. Experienced consultants discuss the building blocks for developing a solid corporate reputation and outline strategies for maintaining and defending an already established image in the event of issues or crises. Traditional communications techniques, such as the organisation of press conferences and interviews, are discussed along with developments in new media which have revolutionised the way in which PR is managed. During this course, participants will undertake an analysis of their own public relations strategies and discuss strengths and weaknesses. The schedule also includes guidance on advising not only senior management but also top civil servants and politicians.
Who should attend?
- PR Directors
- PR Managers
- Marketing Directors
- Marketing Managers
- Company Directors
- 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
- Advisors at Ministerial level in government departments
- Advisors to Directors and top Managers in other organisations
- Owners or account directors in public relations consultancies
Learning Objectives
By the end of the course delegates will be able to:
- Lead and project manage a successful PR campaign
- Apply PR techniques, methodologies, and tools effectively
- Identify and capitalise on PR opportunities
- Overcome challenges and minimise risks
- Maximise the Return on Investment (ROI)
Course Content
What you are promoting?
- PR to promote organisation’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
- Avoid the 5 most common mistakes
Planning a successful PR campaign
- Agree strategic objectives globally, nationally, regionally, locally
- Appropriate communication for each market, stakeholder and audience
- Objectives measures of success and desired outcomes
- Project management of implementation of plan
- 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
- Minimise 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
- Case studies of impact on organisations of good and poor PR crisis management
