Advanced Strategic Public Relations Management
19-02-2024 - 23-02-2024 | 3300 | Abu Dhabi |
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This advanced 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 organisations' branding, corporate communications and media relations.
Upon successful completion of this training series, participants will have learnt how to:
· Lead and project manage a successful PR campaign
· Apply the most up-to-date PR techniques, methodologies, tools
· Identify and capitalise on PR opportunities,
· Overcome the challenges and minimise risks
· Maximise the Return on Investment (ROI)
This training course is designed for:
· PR Directors
· PR Managers
· Marketing Directors
· Marketing Managers
· Company Directors
· 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
· Advisors at Ministerial level in government departments
· Advisors to Directors and top Managers in other organisations
· Owners or account directors in public relations consultancies
· PR to promote organisation’s vision, mission and strategy
· Benefits of products and services
· Target messages for specific audiences, stakeholders and markets
· Objective measures of success: KPIs
· Return on Investment: ROI
· 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
· 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
· 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
· 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
· Agree strategic objectives globally, nationally, regionally, locally
· Appropriate communication for each market, stakeholder and audience
· Objectives measures of success and desired outcomes
· Project management of implementation of plan
· Anticipate and prevent problems
· Advising politicians, senior civil servants, directors and managers
· Give winning presentations
· Public relations challenges as opportunities
· Harnessing creative conflict into productive output
· Budgeting and resource management
· Clarify the key elements which comprise reputation
· Strategy to maintain a long-term reputation
· Minimise threats to reputation
· Defend reputation when under attack
· Rebuild reputation after it has been undermined or discredited
· Anticipate sources of crises and mitigate risks
· Appoint crisis leaders and teams and allocate resources
· Create crisis plans for key eventualities
· Practise crisis plans regularly
· Case studies of impact on organisations of good and poor PR crisis management
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
This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.
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