Public Relations Management

Schedules Introduction Training Methodology Organisational Impact Personal Impact Who Should Attend? Outline

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Course Description

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

WHO SHOULD ATTEND?

PR team members at all levels, managers wishing to use PR more effectively.

Course Outline

DAY 1

The Complete PR and Communications Professional

Goal setting for the programme
PR and Communications issues
The role of Communications and PR in the organisation
What does top management need PR to deliver?
Assessing your PR environment
The fundamentals of brand and image building
Personal goal-setting for the programme

DAY 2

A Problem Solving Approach

Learning from the master practitioners – PR core processes
Psychological themes and constructs in practise
A problem-solving approach to PR
Taking and interpreting communication briefs
Listening and emotional intelligence
Developing campaigns and programmes
Delighting the customer – internal and external

DAY 3

Getting Your Message Heard

Choosing channels - matching media to tasks and stakeholders
Planning brilliant campaigns
Project management – the key to ‘right each time’ delivery
Risk identification and management
Managing delivery – and client expectations
Delivering business results
Campaign evaluation

DAY 4

Measuring Success

Setting deliverable KPIs
Improving the power of communications in the organisation
When and how to use Service Level agreements
Measuring communications effectiveness
Using measurement to improve performance
Crisis communication
Reputational management

DAY 5

Putting it all together

Strategy development
Working with the C suite showing insight and leadership
Using client comments and testimonials
Training the team – and your clients
Team working and your personal effectiveness
Time management and work planning
Summary and Conclusion

Certificates

On successful completion of this training course, GLOMACS Certificate will be awarded to the delegates
Continuing Professional Education credits (CPE) : In accordance with the standards of the National Registry of CPE Sponsor, one CPE credit is granted per 50 minutes of attendance

Providers and Associations

Endorsed Education Provider

GLOMACS is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.NASBARegistry.org

Options & Brochure

Related Categories

Media Skills & Public Relations (PR)

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An Interactive 5-Day Training Course