Public Relations Management - Level 1

Overview

Building and maintaining an excellent business reputation is one of the building blocks of any corporate entity. A good public relations policy is therefore essential for private and public enterprises alike. Executives and managers are not born with PR skills, they need to learn them. This five day training course is designed to help participants understand the fundamentals of Public Relations and help them build excellent communications’ techniques. The curriculum covers a wide range of topics that are extensive, challenging, and taught in an interesting manner by experienced professional consultants. The course schedule covers all the important essentials of PR activity, resulting in a good grounding for management and staff who need to improve their knowledge of useful PR techniques.

Who should attend?

• Those new to PR Management
• Those who need to understand the rapidly changing media environment
• PR Assistants
• PR Executives
• PR Researchers
• Marketing Assistants
• Marketing Executives
• 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

Learning Objectives

• To practise PR successfully in their organisation
• To assess the range of approaches, methods and techniques required
• To understand the markets and audiences and their different PR requirements
• To write successfully
• To manage PR events and activities

Course Content

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 multi-media - 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)
• Corporate social responsibility