Public Relations Management - Level 3
Public Relations - campaigns and crisis management to protect your company's reputation
This course is recognised by the British Accreditation Council (BAC)
Course Code: PR.1C
Subject: Public Relations
Course Fee: £2850 + VAT (20%)
Overview
Consensus and discussion are two of the most important elements of successful communications’ management. Our one week training course, Public Relations Management - Level 3, is designed to provide experienced PR executives with a forum to discuss common challenges and solutions in advising and developing senior people, reputation-building, and crisis management. There are also modules on internal PR and how to plan a successful PR campaign. Training consultants lead debates on workable solutions, encourage the exchange of ideas, and provide a complete knowledge-sharing experience between delegates, whilst also giving guidance on best practice. The consultants who teach the curriculum are all experienced practitioners whose lessons contains practical suggestions for problem-solving. PR techniques are discussed through the analysis of case studies of both successful and disastrous PR programmes.
Who should attend?
- Directors of Public Relations
- Directors of Marketing
- Senior Public Relations Managers
- Company Directors
- General Managers
- Senior Managers
- Advisors at Ministerial level in government departments
- Advisors to Directors and top Managers in other organisations
- Those in public sector, private sector and not-for-profit organisations
- Those at the national, regional and community level
- Those working for international, global or supranational organisations
- Owners or account directors in public relations consultancies
Learning Objectives
By the end the course you will be able to:
- Identify and overcome key PR challenges
- Use appropriately all methodologies
- Identify PR risks and manage or mitigate them
- Plan a successful PR campaign
- Understand how to manage a crisis constructively
Course Content
Importance of internal PR for your organisation
- What employees expect from you
- All the different ways of communicating with them
- Information they want to know
- Who should send those messages?
- Appropriate methods and frequency
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
