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Advanced Strategic Public Relations Management

Course Information:

Online 20 hours Flexi-date£2,500.00
In-House Agreed with client FlexiblePOA
London 10 days 24-Jan£5,900.00
London 10 days 25-Apr£5,900.00
London 10 days 24-Oct£5,900.00


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    LCT 2022 Brochure
    LCT 2022 Brochure

    Who should attend?

    • PR Directors and Managers
    • Marketing Directors and 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



    • 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)


    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

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