Strategic Brand and Public Relations Management

Course details

Overview
This training course covers essential branding and PR strategies enabling delegates to obtain thehighest return on investment (ROI) from their Strategic Marketing. On this course delegates will learn how to plan implement and align their Branding and PR efforts so that they support business goals. Delegates will be asked to assess their brand positioning making use of consumer and market research tools so as to ensure their brand is perceived as a leader in its target market. During the course delegates will learn what it takes to create effective PR strategies and campaigns learning from best practice. They will also explore the wide range of channels available both on and offline to ensure their messages are seen by the right people. By the end of the course delegates will have a much clearer picture of where they want to take their brand and how to support and protect it through effective Public Relations.

With the future far from certain for any business marketeers have to make many complex choices to achieve a sustainable competitive advantage. Brand management involves a number of important aspects such as image value cost customer satisfaction in-store presentation and competition.

This course explores how to plan implement and obtain the desired results from your brand through strategic marketing and as well as how to promote your products and services through well managed PR.

Objective
By the end of this interactive training programme, you will be able to:
Understand the elements of effective Brand strategies
Ensure your brand strategy and PR activity support your business goals
Clarify your brand positioning and evaluate how it performs against your competition
Craft clear and engaging key messages
Make effective use of the media
Understand how social media has impacted modern public relations management
Understand the development of strategy/plans/tactics and co-ordinate these to support your brand through effective PR campaigns

Who Should Attend
Directors of Marketing
Marketing Managers
Brand Directors
Brand Managers
Directors of Public Relations
Public Relations Managers
Company Directors
Senior Managers

Course Outlines
Day 1
Brand and Strategic Marketing
What is Brand?
What is Strategic Marketing?
Objectives and key elements of Strategic Marketing
The Marketing Mix - 4 Ps evolving into 7 Ps
Brand positioning market analysis and competitor evaluation

Day 2 - Consumer and market research
Advantages and disadvantages of different types of research
Identify analyse segment and target appropriate markets according to critical factors
Behavioural economics and consumer behaviour theory in marketing

Day 3 - Brand Management and Promotion
Key characteristics of a brand and why people buy brands
Create enhance and maintain long-term brand value
Create powerful targeted and appropriate messages
Evaluate and choose the most appropriate media and mix to promote the brand
Defend your brand when it is under attack: top tips and traps to avoid

Day 4 - Social media
Understanding the scope power complexity and immediacy of social media
Monitoring what is said where and by whom
Responding to feedback
Pro-actively participating in social and multi-media
Dos and don'ts

Day 5 - Issues and crises: PR to manage impact on the brand
Anticipate potential sources of a crisis and mitigate the risks
Appoint crisis leaders teams and allocate resources required
Create crisis plans for key eventualities