PR Strategy and Management

With the right strategies in place, effective Public Relations activity can support organisational strategy and favourably shape external perceptions of your company's brand and performance. This course is ideal for PR professionals looking to update their knowledge and skills and so ensure that their strategies and activity are fit to meet the challenges presented in today's fast moving and ever changing business environment.

During the course delegates will assess their current situation and current perceptions of their organisation. They will then identify their PR goals and look at how best to achieve them through clear messaging which reaches the right people at the right time and in the right places.

Delegates will leave the course with a comprehensive action plan for implementing their new PR strategies or improving existing ones on their return to work.

Objective

By the end of this interactive training programme, you will be able to:

• Understand the elements of effective PR strategies
• Support corporate strategy and through your PR activity
• Craft clear and engaging key messages
• Make effective use of the media.
• Understand how social media has impacted modern public relations management
• Understand the development of strategy/plans/tactics and co-ordinate these to achieve successful PR campaigns

Course Outline

Module 1 - Introduction to Public Relations Strategy

• What is PR?
• The role of PR in supporting your corporate identity and brand
• Current trends

Module 2 - Assess Your Current Situation

• Corporate Image, Identity & Strategy
• Current perceptions about your organisation
• Industry, economic, and societal trends

Module 3 – Goals and Objectives

• Translating corporate goals into PR objectives
• Identifying audiences
• Priorities and timeframes
• Budgets

Module 5 – Communication

• Principles and essentials of communication strategy
• Social Media
• Crisis Management
• Stakeholder mapping and channel segmentation
• Channels and tactics
• Positioning and messages

Module 6 – Translating Strategy to Implementation

• Justifying the plan and convincing top management.
• Tools and Tactics
• Platforms and channels
• Working with PR agencies
• Action Plan

Module 7 – Measuring Effectiveness

• Tracking response to PR activity
• Analysis and reporting