* All fees are exclusive of vat ** PREMIUM - Customize your learning experience
This course takes a problem-solving approach to the design of PR campaigns. By closely fitting the campaign to core business priorities as well as project objectives campaign design reinforces key messages and organizational strategy. Participants will develop the skills to design, plan, cost, delivery and evaluate campaigns using the full range of PR media and channels. Case study examples in print will be used throughout. Action planning for the workplace to put ideas into action is a strong feature of the program.
What Do Participants Learn?
To examine the range of PR campaigns and the purposes that they can achieve
To develop a problem-solving approach to match the PR campaign strategy to business objectives
To plan PR campaigns to meet need setting clear objectives with behavioral outcomes and measurable results
To examine a wide range of successful campaigns to judge the different strategies and use of channels and media
To measure risk presented during a campaign by increased public and media scrutiny and to plan to mitigate these risks
To learn how to evaluate PR campaigns to demonstrate success in the business and to develop campaign methodology
Who Should Attend?
Customer service representatives (CSR)
Anyone aspiring to increase his capabilities in this area
What Will the Learning Experience Include?
Comprehensive pre-program activities include:
Web-based information forms & surveys completed by attendee.
Direct consultation with the attendee about the expectations.
During the training, participants engage in data, activities, and conversations that lead to insight and knowledge.
Participants learn from expert trainers who have both academic and business experiences.
Highly applicable training content & instructive activities for adding depth to training topics.
**A half-day site visit for integrating the experience & plan next steps. Opportunities to provide connections, ideas & support.
Explore & Practice
Apply & sustain the learning experience by using this ongoing support:
To ensure participant has new skills or behavior progress.
Optional, fee-based mentoring & coaching with the trainer.
Training materials & additional documents (e-books, pdf files, presentations and articles)
Evaluate your training experience by giving us feedbacks and help us to reach our organizational goals.
Section One: Public Relations in Business
An overview of the scope and role of Public Relations in an organization
The importance of reputation management
The role of the brand
The PR Transfer Process and communications theory
Definitions of campaigns
The Six Point PR Plan framework for campaigns
Assessing your PR situation
Section Two: Setting Campaign Objectives and Identifying Stakeholders
Setting Objectives to meet your business needs
Translating objectives into a practical campaign outcomes
Identifying your public
Assessing what your stakeholders think of you
Learning their language
Applying creativity to messaging
The importance of third-party endorsement
Section Three: Choosing the Right Media – Mass Media
Features and facets of newspapers, magazines, TV, and radio
Keeping your objectives in mind
Choosing the right titles for the right audience
Mass media news generation and management
Is it a media story – what’s in it for them?
Invitations and press releases
Conducting interviews and briefing interviewees
Managing to film
Section Four: Choosing the Right Media – Other Campaign Media
Involving your “in-house” media
The role of corporate websites
Social media in campaigns
Events as part of campaigns
Using VIPs or celebrities
Direct face to face communication
Section Five: Budgets and Evaluation
Costing a campaign
Crisis management and contingencies
The in-house PR Team – Staffing, setting up and running it
Buying in help – what to look for in a consultancy and how to get the best from them