Public Relations Management – Level 3

Course schedule

Classroom Training:
DateVenueDurationPrice
28 Oct - 1 Nov 2024London5 days£4,250

Please note: prices shown above are exclusive of VAT (20%).

Course Overview

This advanced course focuses on strategic PR planning, crisis management, and leveraging digital media to manage and protect an organisation’s reputation.

Who Should Attend

  • Directors of Public Relations
  • Directors of Marketing
  • Senior Public Relations Managers
  • Company Directors
  • General Managers /liandgt;
  • Senior Managers
  • Advisors at Ministerial level in government departments
  • Advisors to Directors and top Managers in other organisations
  • Those in public sector, private sector and not-for-profit organisations
  • Those at the national, regional and community level
  • Those working for international, global or supranational organisations
  • Owners or account directors in public relations consultancies

Course Outcomes

  • Identify and overcome key PR challenges
  • Use appropriately all methodologies
  • Identify PR risks and manage or mitigate them
  • Plan a successful PR campaign
  • Understand how to manage a crisis constructively

Course Topics

Importance of Internal PR for your Organisation

  • What employees expect from you
  • All the different ways of communicating with them
  • Information they want to know
  • Who should send those messages?
  • Appropriate methods and frequency

Planning a Successful PR Campaign

  • 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 and Developing Senior People

  • 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

Building a Reputation

  • 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

Issues and Crisis Management

  • Anticipate sources of crisis 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

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