Strategic Public Relations Management

Course schedule

Classroom Training:
14 - 25 Oct 2024London10 days£7,250

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

Course Overview

This course is designed to equip professionals with the skills to develop and implement robust PR strategies, manage stakeholder relationships, and steer an organisation’s communication to align with its overarching goals, while effectively handling the media landscape and crisis situations.

Who Should Attend

  • PR Managers, Executives and Assistants
  • Marketing Managers, Executives and Assistants
  • 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

Course Outcomes

  • Create an appropriate PR strategy
  • Plan and manage the approach and methods
  • Overcome the challenges of implementation
  • Measure the results and impact – Key Performance Indicators (KPIs)
  • Maximise the Return on Investment (ROI)

Course Topics

What is PR – Public Relations?

  • Objectives and key elements of Public Relations
  • Importance benefits and challenges of Public Relations management
  • How PR differs from marketing advertising and sales
  • Advantages and disadvantages of all PR options
  • Importance of PR internally

PR Channels

  • Print media and its current and likely future role in PR
  • Television and the impact it can have
  • Radio – relying on voice only
  • Mobile technology and increasing accessibility
  • Social media and Multimedia – growth complexity and impact

Writing for all Media

  • What makes a good story?
  • How to win and keep reader’s attention
  • Writing for print: marketing materials news features editorial and letters
  • Press releases which are published not ignored
  • Writing effectively for electronic media

Target Markets

  • Requirements of target audiences and stakeholders
  • What are your competitors doing and how successfully?
  • 15 different types of research to find out the answers
  • Identifying the most appropriate way to reach your audiences
  • Pitfalls to avoid on messages and content

PR Events and Activities

  • Organising preparing for and delivering presentations
  • Visits to your organisation by media and journalists
  • Lobbying: advantages risks and impact
  • Sponsorship: maximising return on investment (ROI)
  • Environmental Social and Governance

Social Media and Multimedia

  • 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 Multimedia
  • Dos and Don’ts

Five Steps for a Successful PR Plan

  • 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

Media Relations

  • 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

Press Conferences and Interviews

  • 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

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