تفاصيل الدورة

Objective
  • List and define PR concepts and differentiate between PR and advertising
  • Create and implement a PR plan
  • List contributions of PR campaigns to strategic management
  • Manage a crisis using PR
  • Explain the importance of organizational and corporate image
  • Measure PR effectiveness
Outline
PR recap
  • PR: definitions, concepts
  • Stakeholders in PR
  • The many components of PR
  • Key differences between PR and advertising
Creating and implementing a public relations plan
  • PR plan: definition and needs
  • Characteristics of a PR plan
  • SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)
  • Target audience(s)
  • Goals (what we hope to accomplish)
  • Objectives (what needs to be done)
  • Key messages: simple and descriptive
  • Strategy (methods to accomplish objectives)
  • Tactics (deadlines and cost)
  • Timeline and responsibilities
Contributions of PR campaigns to strategic management
  • PR and strategic management
  • Taking a strategic approach
  • What can PR accomplish
  • Environmental scanning
  • Internal and external environment
  • Managing issues
Crisis management using PR
  • Defining and identifying a crisis
  • Remembering the rules in a crisis
  • Phases of a crisis
  • The disclosure principle
  • The symmetrical communication principle
  • The relationship principle
  • The accountability principle
Importance of the organizational image
  • Public opinion (attitudes, opinions, actions)
  • Building the organizational image
  • Variables of managing the image
  • Image and reputation management
  • From identity to reputation
  • Relationship management
Measuring PR effectiveness
  • Purpose of evaluation (output, outcome)
  • Evaluating (process and goals)
  • Matching objectives and results
  • Measurement (production, exposure)
  • Weaknesses of the traditional approach
  • Measurement techniques 
تحديث بتاريخ 16 May, 2024

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