Book with Confidence: If your plans change, go virtual, come later on, or get a full refund.

Strategic Public Relations Management

Course Information:

Online 20 hours Flexi-date£2,500.00
In-House Agreed with client FlexiblePOA
London 10 days 17-Jan£5,900.00
London 10 days 18-Apr£5,900.00
London 10 days 17-Oct£5,900.00


    Please ensure you fill out all fields

    With your permission, we would also like to keep you updated about programs and/or services similar to the one you are enquiring about as well as special offers, L&D updates and content to help you with your ongoing learning and development. If this is okay please tick the box below

    Subscribe to our newsletter

    Your personal details are very important to us and we only use them for admin reasons only, unless you have asked to receive our newsletter and marketing. This is in accordance with our Privacy Policy

    LCT 2022 Brochure
    LCT 2022 Brochure

    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



    • 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)


    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

    × Available on SundayMondayTuesdayWednesdayThursdayFridaySaturday