Public Relations: Effective PR Management

Overview

This course looks at Public Relations (PR) through the eyes of the marketing manager. While not responsible for the front line of PR on a day to day basis, the marketing manager will be expected to steer PR strategy, co-ordinate media enquiries, appoint and manage a PR agency, and evaluate success.

Who should attend?

The course reviews PR and how to manage it from within a marketing context and is therefore especially suitable for anyone who is becoming involved with PR for the first time; marketing and communications managers who have assumed PR responsibilities; and those who have responsibility for PR agencies but have little relevant experience.

Learning outcomes

• Understand the relationship between PR and marketing
• Create the PR plan to deliver marketing aims
• How to find, appoint and brief a PR agency
• Special uses of PR such as crisis management and lobbying 
• How to write press releases and develop assets 
• Respond to press enquiries and effective media management
• Integrate PR activities with other business functions/digital platforms
• Develop a range of impactful PR tactics according to audience needs
• KPIs, budgets and campaign dashboards to drive and build success