Public Relations Management

Introduction

In a time of increasingly rapid change any organisation must continually appraise the changing needs of its stakeholders, the shifting priorities in its environment and the tactics that it uses to influence stakeholders. This highly interactive and fun programme examines today’s communications environment looking afresh at how we establish and defend our reputation, help deliver business goals and influence customers, government, critics and consumers

There has been no time in history when people have had more opportunities to experience, research and communicate about the organisations with which they deal. Social media and the internet have revolutionised the way that we communicate and the dynamics of the marketplace: Customer and staff expectations have heightened.

This programme will enable you to explore:

• The range of PR disciplines and how they can benefit you
• The tools and techniques of effective PR practice in the mid 2010s
• Your planning and writing skills for a range of media
• Delivery and defence of your brand
• How to match communications KPIs targets and measures to the requirements of the organisation’s strategy

Training Methodology

The programme uses a rich mixture of practical exercises, case-studies, questionnaires, syndicate and group work and video/DVD examples. Participants will be asked to reflect on and to discuss their own professional issues and experience.

Organisational Impact

• Build strong PR competency within the organisation
• Develop a clear framework for building and evaluating the PR programme
• Use situational analysis to identify strategic PR issues
• Develop a strong customer focus in which meeting customer needs is primary
• Drive continuous communications improvement within the organisation
• Improve PR delivery through enhance project planning and management
• Develop the skills of reflective practice within a strong competency framework

Personal Impact

• Examine the tools and techniques of stakeholder mapping and engagement
• Explore the range of communications techniques and tools available
• Learn how to write a clear PR/Communications brief
• Plan communications activity to meet client need
• Learn how to interrogate the corporate strategy and plan to develop a matching communications strategy and plan
• Develop crisis media management techniques
• Develop personal communications effectiveness