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Strategic Public Relations, Protocol and Travel 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 25-Apr£5,900.00
London 10 days 17-Oct£5,900.00


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    LCT 2022 Brochure
    LCT 2022 Brochure

    Who should attend?

    • Protocol officers
    • Travel officers and executives
    • Public relations officers, executives, researchers
    • Those responsible for protocol, travel and accommodation
    • 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



    • Build on existing knowledge of Strategic Public Relations
    • Apply the tactical skills required for Strategic Public Relations
    • Manage the key aspects of protocol
    • Apply tips, tools and techniques to arrange smooth business travel
    • Meet the expectation of those involved in protocol and travel arrangements


    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

    The Right Documents, at the Right time, in the Right place

    • Organising passports, processing visas and overcoming the complexities and problems
    • Compliance with entry requirements and immigration rules
    • Ensuring the health, safety and security of staff and visitors
    • Booking tickets; timetables; time differences; holidays; cancellations

    Accommodation and International Travel Requirements

    • Factors to choose and book the most appropriate hotel and rooms
    • Customer and protocol requirements; preferred hotels list; change in plans; families
    • Car transport; tolls; parking; rental; security; motorcades
    • Meeting the demands of business travel: payment methods and exchange rates
    • Methods to research all possible options and prioritise the best

    Exhibitions, Conferences, Visits and Events – National and International

    • Planning and organising events, conferences and visits
    • Organising, exhibiting at or attending exhibitions
    • Trade visits and the protocol for them
    • Greeting foreign dignitaries, flying flags correctly and meeting expectations
    • Order of precedence for official ceremonies

    Budgeting and Cost Control

    • Budgeting accurately and meaningfully
    • Monitoring authorisation, approvals, expenditure, allowances, expenses and receipts
    • Cost control for ensuring that expenses are legitimate
    • Cancellations, claims, reimbursements, hospitality

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