Advanced Strategic Public Relations Management

This advanced training course in PR Management has been designed to help delegates improve their strategic thinking when designing a PR campaign. The training provides them a comprehensive overview of the most effective Public Relations Management tactics that can make a difference in their organisations' branding, corporate communications and media relations.

Course Objectives

Upon successful completion of this training series, participants will have learnt how to:

• Lead and project manage a successful PR campaign
• Apply the most up-to-date PR techniques, methodologies, tools
• Identify and capitalise on PR opportunities,
• Overcome the challenges and minimise risks
• Maximise the Return on Investment (ROI)

Who Should Attend?

This training course is designed for:

• PR Directors
• PR Managers
• Marketing Directors
• Marketing Managers
• Company Directors
• 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
• Advisors at Ministerial level in government departments
• Advisors to Directors and top Managers in other organisations
• Owners or account directors in public relations consultancies

Course Outline

What you are promoting?

• PR to promote organisation’s vision, mission and strategy
• Benefits of products and services
• Target messages for specific audiences, stakeholders and markets
• Objective measures of success: KPIs
• Return on Investment: ROI

Social media and multi-media

• 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 multi-media
• 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

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 crises 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

Course Methodology

A variety of methodologies will be used during the course that includes:

• (30%) Based on Case Studies
• (30%) Techniques
• (30%) Role Play
• (10%) Concepts
• Pre-test and Post-test
• Variety of Learning Methods
• Lectures
• Case Studies and Self Questionaires
• Group Work
• Discussion
• Presentation

Course Fees

This rate includes participant’s manual, Hand-Outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day.

Course Timings

Daily Course Timings
08:00 - 08:20       Morning Coffee / Tea
08:20 - 10:00       First Session
10:00 - 10:20       Coffee / Tea / Snacks
10:20 - 12:20       Second Session
12:20 - 13:30       Lunch Break & Prayer Break
13:30 - 15:00       Last Session