Introduction to Public Relations

An introduction to how public relations (PR) contributes to organisational success

The purpose of this course

The workshop will act as an introduction to PR disciplines - such as dealing with the media, writing press releases and developing and implementing a strategic PR campaign from scratch.

Who this course is for

The programme is especially suitable for anyone who is becoming involved with PR for the first time, graduate recruits, managers who have recently assumed PR responsibilities and those who have responsibility for PR staff but little relevant experience.

Benefits for your organisation

The organisation will benefit from better planned, more strategic PR campaigns with real commercial benefits. Understanding how to take control of the media agenda will mean positive messages are consistently delivered to stakeholders via the media. Running effective in-house PR activities will create and sustain your corporate reputation.

Benefits for you as an individual

You will develop a solid grounding in the theory and practice of PR: more focused planning; successful evaluation of PR campaigns, stronger writing skills and a sound knowledge of how the media operates.

You will learn how to

• Identify the difference between branches and specialisations within the PR framework
• Understand the linkage (and managerial confusion) between PR and Marketing
• Create a PR plan - either for a project or for a longer campaign
• Evaluate the success of activities within their PR plan
• Understand how the media operates
• Understand why media is key to creating and sustaining a positive corporate reputation
• Identify opportunities to place stories in the media
• Write for the media proficiently

Course content

• The principles – what is PR, its labels, power and its position in the organisation
• Planning PR strategies and programmes
• The media opportunities
• Relations with the media
• Press release and persuasion techniques
• Evaluating the effectiveness of PR
• Summary and personal action plans

To take away from the course

• Framework for structuring a strategic PR campaign
• Comprehensive list of sample PR tactics
• Sample scripts/role plays for dealing with the media
• Press release framework and examples of best practice press releases
• Recommendations for PR service providers e.g. relevant consultancies, evaluation companies

Professional Standards

CIM’s Professional Marketing Standards have been developed through extensive research with employers and leading academics. All of our marketing qualifications and training courses are based on this framework ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance.