Strategic Public Relations, Protocol and Travel Management

Course schedule

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

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

Course Overview

Develop strategic PR skills along with knowledge of protocol and travel management, essential for organisations that engage with a variety of stakeholders and operate internationally.

Who Should Attend

  • Protocol officers
  • Travel officers and executives
  • Public relations officers, executives, researchers
  • Those responsible for protocol, travel and accommodation
  • 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

  • Build on existing knowledge of Strategic Public Relations
  • Apply the tactical skills required for Strategic Public Relations
  • Manage the key aspects of protocol
  • Apply tips, tools and techniques to arrange smooth business travel
  • Meet the expectation of those involved in protocol and travel arrangements

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

The Right Documents at the Right time in the Right place

  • Organising passports processing visas and overcoming the complexities and problems
  • Compliance with entry requirements and immigration rules
  • Ensuring the health safety and security of staff and visitors
  • Booking tickets; timetables; time differences; holidays; cancellations

Accommodation and International Travel Requirements

  • Factors to choose and book the most appropriate hotel and rooms
  • Customer and protocol requirements; preferred hotels list; change in plans; families
  • Car transport; tolls; parking; rental; security; motorcades
  • Meeting the demands of business travel: payment methods and exchange rates
  • Methods to research all possible options and prioritise the best

Exhibitions Conferences Visits and Events – National and International

  • Planning and organising events conferences and visits
  • Organising exhibiting at or attending exhibitions
  • Trade visits and the protocol for them
  • Greeting foreign dignitaries flying flags correctly and meeting expectations
  • Order of precedence for official ceremonies

Budgeting and Cost Control

  • Budgeting accurately and meaningfully
  • Monitoring authorisation approvals expenditure allowances expenses and receipts
  • Cost control for ensuring that expenses are legitimate
  • Cancellations claims reimbursements hospitality

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