PR Monitoring & Measurement

05-04-2020 - 16-04-2020 5800 دبي

 

Course Introduction:

 

Recognize how to communicate effectively with the internal and external publics of the organization.

 

Identify the role of a PR professional in supporting the image and reputation of the organization.

 

Course Objectives:

 

By the end of this seminar, delegates will be able to:

  • Explain the importance of organizational image.
  • Create and implement a PR plan.
  • Manage a crisis using PR means.
  • List contributions of PR campaigns to strategic management.
  • Measure PR effectiveness.
  • Describe the functions of Public Relations (PR) in a changing environment.
  • Practice the key communication skills and techniques essential for performing their PR duties.
  • Behave correctly in both business and social situations.
  • Interact effectively with different types of guests.
  • Play the role of the ideal host at various functions.
  • Organize and manage events such as business luncheons and formal dinners.
  • Meet and greet important guests, clients and customers in a proper manner.
  • Deal successfully with the media.
  • Understand the strategic value of Service Level Agreements (SLAs) and their role in the internal and external supply chain
  • Learn how to implement an SLA project and explore the key performance indicators (KPIs) required in service measurement

 

Who Should Attend?

 

PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.

 

Course Outline:

 

Module One:

PR Recap

  • What is PR
  • Public RR
  • The Many Components of PR
  • Key Difference between PR and Advertising

Public Relations Plan

  • Situation Analysis (S.W.O.T.)
  • Target Audience(s)
  • Goals (What Do We Hope to Accomplish?)
  • Objectives (What needs to be done?)
  • Key Messages
  • Strategy
  • Tactics
  • Timeline

The Functions of PR

  • Planning and Organizing the Activities of PR
  • Ingredients of Successful PR Planning
  • Main Qualities of PR Professionals
  • PR Position in the Organization

PR and Communication

  • Communicating with the Internal and External Public
  • Overcoming Barriers in Communication
  • Non Verbal Communication
  • The Communication Abilities for PR Professionals

 

Module Two:

The Role of PR Professionals in Dealing with the Internal and External Public

  • Understanding Difficult Personalities
  • Dealing with Difficult Personalities

Press Conferences

  • Why Conduct a Press Conference
  • How to Conduct a Press Conference
  • How to Prepare a Press Release
  • Dealing with Questions During a Press Conference
  • Preparing and Circulating the Press Clippings

SLA Basics SLA definition

  • SLA purposes
  • SLA types
  • Levels of SLA
  • SLA vs. contract
  • SLA format
  • SLA management tasks
  • SLA management process
  • SLA management tools
  • Roles & responsibilities of SLA management
  • SLA in a PBA context.
  • Performance-based Acquisition Definition of performance-based Acquisition
  • Why Use Performance-Based Acquisition?

 

Module Three:

Contributions of PR Campaigns to Strategic Management

  • Environmental Scanning
  • Issues Management
  • Crisis Management
  • Relationship Management
  • Reputation Management

Crisis Management Using PR Means

  • Defining and Identifying a Crisis
  • Remembering the Rules in a Crisis
  • Phases of a Crisis
  • The Disclosure Principle
  • The Symmetrical Communication Principle
  • The Relationship Principle
  • The Accountability Principle

Importance of Organizational Image

  • Public Opinion
  • Image and Reputation Management
  • From Identity to Reputation
  • Relationship Management

Module Four:

Measuring PR Effectiveness

  • Output
  • Outcome
  • Matching Objectives and Results
  • Management By Objectives (MBO)
  • Public Opinions and Surveys
  • Audits

Definitions of Etiquette and Protocol

  • The Importance of Etiquette in Business
  • The Importance of Protocol in Business
  • Applying the Right Behavior in Different Situations
  • Creating the Right Image for your Organization
  • Image Building and Image Management

Guest Relations

  • Gaining Guests’ Respect
  • Understanding Human Relations
  • Proper Greetings and Introductions
  • Professional Hand-Shaking
  • Giving Business Cards in a Proper Way
  • People’s Names (Pronunciation and Remembering)

Module Five:

The Ideal Host

  • Key Qualities of the Ideal Host
  • Dealing with Different Types of Guests
  • Handling Difficult Personalities
  • Dealing with Guests’ Complaints
  • Handling Guests’ Complaints in a Timely Manner
  • Perception and Business Relations

Managing Events and Behavior

  • The Business Meal
  • Table Manners at Business Lunches and Business Dinners
  • Setting of the Room and Table
  • Mistakes to Avoid at Business Events
  • Meeting Guests at Airports

Proper Communication Etiquette

  • Phone Etiquette
  • Meeting Etiquette
  • Email Etiquette

Handling the Media

  • Dealing with Questions
  • Handling Confidential Information
  • Effective Public Relations

 

Course Methodology:

 

A variety of methodologies will be used during the course that includes:

·         (30%) Based on Case Studies

·         (30%) Techniques 

·         (30%) Role Play

·         (10%) Concepts

·         Pre-test and Post-test

·         Variety of Learning Methods

·         Lectures

·         Case Studies and Self Questionaires

·         Group Work

·         Discussion

·         Presentation

 

Course Fees:

 

This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.

 

Course Timings:

 

Daily Course Timings:

    08:00 - 08:20       Morning Coffee / Tea

    08:20 - 10:00       First Session

    10:00 - 10:20       Coffee / Tea / Snacks

    10:20 - 12:20       Second Session

    12:20 - 13:30       Lunch Break & Prayer Break

    13:30 - 15:00       Last Session

بحسب مواضيع الدورات
2020
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