Successful Public Relations

Overview

Participants will learn about every facet of PR on this practical three day course, from creating a plan, dealing with the media and writing great copy to using PR agencies and evaluating activity.

Benefits to you and your organisation

You will gain greater confidence to run a press office, present the PR function to senior management and deal with the media. This course will enhance your ability to plan PR campaigns strategically, always with the organisational objectives in mind.

Your organisation will have a more strategic, integrated view of PR. It will benefit from a greater awareness of the current forces and trends in the PR arena, and from a realistic understanding of what PR can and cannot achieve.

Who this course is for

Those with a new or developing presence in a PR role, perhaps with an existing knowledge of marketing. Those who might wish to move into PR and those who feel in need of a refresher in the profession.

What you will learn

• Create a PR plan for your organisation.
• Understand how the media works and how best to work with them.
• Understand how PR fits into the overall organisational structure.
• Prepare for and deliver a professional media interview.
• Create a crisis management plan.
• Write a proficient copy for the media.
• Write proficient copy of the media.
• Effectively evaluate your campaigns.
• Appreciate the challenges and opportunities in a successful PR career.
• Get the best from your PR agencies.

Course content

• Assessing what PR can and cannot do in your organisation.
• Understanding the relationship between PR and marketing.
• Examining and analysing the main elements of corporate reputation.
• Creating a PR plan for your organisation.
• Understanding the pressures and demands faced by the media in a PR context.
• Creating good, workable editorial copy and press releases.
• Dealing with digital media.
• Analysing and planning for coping with the public aspects of a crisis.

Learning approach

• Interactive approach to learning, full of breakout exercises and examples.
• Tailored to delegates’ individual business challenges and scenarios.
• Critique of real life press releases and collateral.
• Case studies of successful PR campaigns.