Public Relations Essentials

Course details

Overview
A well-designed public relations programme can improve your organisation's image reputation and business course will equip you with the skills needed topromote your company's successes and mitigate any issues or problems ensuring positive internal and external perceptions of your company's brand and performance. This comprehensive course provides delegates with a solid understanding of the role of PR in supporting their business and covers all the key areas including evaluation and selection of appropriate media channels crafting clear and engaging messages handling and building good relations with the press and media adapting messages for different audiences and measuring the success of PR activity.

Objective
At the end of this interactive training programme, you will be able to:
Understand the ways in which media has an important role in the publicity and image of the business
Know how ineffective public relations can lead to bad publicity and a negative public image of the business
Understand how effective communication with the media can benefit the business
Write a press release and be able to launch an effective PR campaign
Know how to talk to different people in different ways depending on what is needed from who
Position Your Organization in the Marketplace.
Say Exactly What Editors Want to Hear to Maximize Media "Pickups".
Use PR to Support Planning.
Use Public Relations as a "Crisis-Solver".
Measure the Success of Your PR Efforts.
Target Prospects and Adapt Your Message.
Build a Network of Valuable Media Contacts.
Integrate Low-Cost PR Strategies into Your Efforts.

Who Should Attend
Newly appointed PR managers
PR executives
Marketing executives
Marketing managers with responsibility for PR

Course Outlines
Module 1 - Public Relations in a Changing Environment
Definitions Scope and Objectives
New Roles and Perspectives
The Role of Public Relations in Building the Image of the Organization
The Functions of Planning Organizing and Controlling in Public Relations
The Diverse Publics of Public Relations
Public Relations as a Powerful Marketing Tool
Characteristics of a sucessful Public Relations Professional
Module 2 - Public Relations and Communication
Communication Media
Evaluating and Selecting the Most Appropriate Channel; Press Broadcast media Social
Building Good Relations with the Media
Purposes of a Press Release
The Press Kit
Module 3 - Public Relations Writing Skills
Fundamentals of Public Relations Writing
Keys to Readability
News Writing—The Inverted Pyramid
Press Release Format
Press Release Style
Press Release Content
Why Editors Don't Use Some Press Releases
Fact Sheet and Backgrounder
Translating and Editing Statements Articles and Management Circulars
Module 4 - Adapting your message for different audiences and situations
Target Prospects and Adapt Your Message
Conducting a Press Conference
Interviews
Public Relations as a "Crisis-Solver"
Internal Communications - Employee Relations
Government Relations
Community Relations
Consumer Relations
Financial and Investor Relations
Industry Analysts
Industry Groups
Module 5 - Ensure your PR efforts pay off
Measure the Success of Your PR Efforts
Build a Network of Valuable Media Contacts
Integrate Low-Cost PR Strategies into Your Efforts