Strategic Public Relations Management
Course Information:
| Venue: | Duration: | Date: | Price: |
|---|---|---|---|
| Online | 20 hours | Flexi-date | £2,500.00 |
| In-House | Agreed with client | Flexible | POA |
| London | 10 days | 17-Jan | £5,900.00 |
| London | 10 days | 18-Apr | £5,900.00 |
| London | 10 days | 17-Oct | £5,900.00 |
Who should attend?
- PR Managers, Executives and Assistants
- Marketing Managers, Executives and Assistants
- 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
Accreditations
Outcomes
- Create an appropriate PR strategy
- Plan and manage the approach and methods
- Overcome the challenges of implementation
- Measure the results and impact – Key Performance Indicators (KPIs)
- Maximise the Return on Investment (ROI)
COURSE TOPICS:
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
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
