Course Introduction:
This training course in PR Management has been designed to help delegates improve their strategic thinking when designing a PR campaign. The training provides them a comprehensive overview of the most effective Public Relations Management tactics that can make a difference in their organizations branding, corporate communications and media relations.
Course Objectives:
Upon successful completion of this training series, participants will have learnt how to:
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Lead and project manage a successful PR campaign
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Apply the most up-to-date PR techniques, methodologies, tools
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Identify and capitalize on PR opportunities,
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Overcome the challenges and minimize risks
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Maximize the Return on Investment (ROI)
Who Should Attend?
This training program was designed for the benefit of:
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PR Directors
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PR Managers
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Marketing Directors
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Marketing Managers
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Company Directors
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Those in PR in public sector, private sector and not-for-profit organizations
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Those in PR at the national, regional and community level
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Those working for international, global or supranational organizations
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Advisors at Ministerial level in government departments
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Advisors to Directors and top Managers in other organizations
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Owners or account directors in public relations consultancies
What you are promoting?
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PR to promote organization’s vision, mission and strategy
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Benefits of products and services
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Target messages for specific audiences, stakeholders and markets
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Objective measures of success: KPIs
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Return on Investment: ROI
Social media and multi-media
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Understanding the scope, power and immediacy of these media
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Monitoring what is said, where and by whom
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Responding to negative feedback positively
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Pro-actively participating in social and multi-media
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Dos and don’ts
Five steps for a successful PR plan
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Agree your objectives, set targets and quantify results
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Appropriate channels, methods and mix
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Maximize budget and resources
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Recruit and manage your PR team: internal and external
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Effective project management of the implementation
Media relations
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What do you want from editors, journalists and their media?
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What do they need from you?
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Understand the pressures and deadlines they are under
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Work together to build long-term durable relationships
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Ten top tips for developing lasting relationships
Press conferences and interviews
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Managing press conferences and dealing with journalists’ enquiries
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Giving winning television interviews
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Radio interviews with impact
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Handle difficult questions on the telephone
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Avoid the 5 most common mistakes
Planning a successful PR campaign
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Agree strategic objectives globally, nationally, regionally, locally
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Appropriate communication for each market, stakeholder and audience
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Objectives measures of success and desired outcomes
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Project management of implementation of plan
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Anticipate and prevent problems
Advising and developing senior people
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Advising politicians, senior civil servants, directors and managers
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Give winning presentations
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Public relations challenges as opportunities
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Harnessing creative conflict into productive output
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Budgeting and resource management
Building a reputation
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Clarify the key elements which comprise reputation
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Strategy to maintain a long-term reputation
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Minimize threats to reputation
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Defend reputation when under attack
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Rebuild reputation after it has been undermined or discredited
Issues and Crisis Management
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Anticipate sources of crises and mitigate risks
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Appoint crisis leaders and teams and allocate resources
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Create crisis plans for key eventualities
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Practice crisis plans regularly
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Case studies of impact on organizations of good and poor PR crisis management
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 |