Advanced Strategic Public Relations Management

Course details

Course Introduction:
This course offers advanced insights into managing public relations campaigns strategically. Focus on crisis communication, stakeholder engagement, and maintaining a positive corporate image.

Course Outcomes:
Lead and project manage a successful PR campaign
Apply PR techniques, methodologies, and tools effectively
Identify and capitalise on PR opportunities
Overcome challenges and minimise risks
Maximise the Return on Investment (ROI)

Who Should Attend:
PR Directors and Managers
Marketing Directors and Managers
Company Directors
Those in PR in public sector, private sector and not-for-profit organisations
Those in PR at the national, regional and community level
Those working for international, global or supranational organisations
Advisors at Ministerial level in government departments
Advisors to Directors and top Managers in other organisations
Owners or account directors in public relations consultancies

Course Topics:
What you are Promoting?

PR to promote organisations vision mission and strategyBenefits of products and servicesTarget messages for specific audiences stakeholders and markets
Objective measures of success: KPIsReturn on Investment: ROI


Social Media and Multimedia

Understanding the scope power and immediacy of these media
Monitoring what is said where and by whom
Responding to negative feedback positively
Pro-actively participating in social and Multimedia
Dos and Donts


Five Steps for a Successful PR Plan

Agree your objectives set targets and quantify resultsAppropriate channels methods and mixMaximise budget and resourcesRecruit and manage your PR team: internal and external
Effective project management of the implementation


Media Relations

What do you want from editors journalists and their media?
What do they need from you?
Understand the pressures and deadlines they are under
Work together to build long-term durable relationships
Ten top tips for developing lasting relationships


Press Conferences and Interviews

Managing press conferences and dealing with journalists enquiries
Giving winning television interviews
Radio interviews with impact
Handle difficult questions on the telephone
Avoid the 5 most common mistakes


Planning a Successful PR Campaign

Agree strategic objectives globally nationally regionally locally
Appropriate communication for each market stakeholder and audience
Objectives measures of success and desired outcomes
Project management of implementation of plan
Anticipate and prevent problems


Advising and Developing Senior People

Advising politicians senior civil servants directors and managersGive winning presentations
Public relations challenges as opportunities
Harnessing creative conflict into productive output
Budgeting and resource management


Building a Reputation

Clarify the key elements which comprise reputation
Strategy to maintain a long-term reputation
Minimise threats to reputation
Defend reputation when under attack
Rebuild reputation after it has been undermined or discredited


Issues and Crisis Management

Anticipate sources of crisis and mitigate risks
Appoint crisis leaders and teams and allocate resourcesCreate crisis plans for key eventualities
Practise crisis plans regularly
Case studies of impact on organisations of good and poor PR crisis management