Course Outlines
Day 1
Public Relations in Business
- An Overview of the Scope and Role of Public Relations in an Organisation
- Assessing Your PR Situation
- Setting Objectives to Meet Your Business Needs
- Planning Framework for Campaigns
- Costing a Campaign
- Writing Your Campaign Proposal
Day 2
Setting Campaign Objectives and Themes
- A Problem Solving Approach
- The Campaign Process and Communications Theory
- Translating Objectives into a Practical Campaign Concept
- Resource Allocation and Scheduling
- The Development of a Message House
- Storytelling and Creativity in Messaging
Day 3
Choosing the Right Media Mix
- Identifying your Target Publics
- Assessing What Your Stakeholders Think of You
- Choosing the Right Media for the Right Audience
- News and Feature Generation
- Is it a story – What’s in it for the media?
- Events, Invitations, and Press Releases
Day 4
Social Media and Influence
- Involving Your “in-house” Media
- Using Photography and Video
- Social Media in Campaigns
- Using Influencers and Testimonials
- The Role of the Corporate Website
- Crisis Management and Contingencies
Day 5
Evaluation and the Planning Cycle
- Building the In-house Campaigns Team
- Assessing and Managing Performance
- Buying in Help – What to look for and getting the best results?
- Evaluating Campaigns
- Campaign Reporting
- Personal Action Planning
Course Objective
- Examine the range of PR campaigns and the purposes that they can achieve
- Develop a problem-solving approach to match PR campaign strategy to business objectives
- Plan PR campaigns to meet need setting clear objectives with behavioural outcomes and measurable results
- Examine a wide range of successful campaigns to judge the different strategies and use of channels and media
- Measure risk presented during a campaign by increased public and media scrutiny and plan to mitigate these risks
- Learn how to evaluate PR campaigns to demonstrate success to the business and to develop campaign methodology
