Strategic Public Relations Management

Course details

Course Introduction:
This course is designed to equip professionals with the skills to develop and implement robust PR strategies, manage stakeholder relationships, and steer an organisations communication to align with its overarching goals, while effectively handling the media landscape and crisis situations.

Course Outcomes:
Create an appropriate PR strategy
Plan and manage the approach and methods
Overcome the challenges of implementation
Measure the results and impact Key Performance Indicators (KPIs)
Maximise the Return on Investment (ROI)

Who Should Attend:
PR Managers, Executives and Assistants
Marketing Managers, Executives and Assistants
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

Course Topics:
What is PR - Public Relations?

Objectives and key elements of Public Relations
Importance benefits and challenges of Public Relations management
How PR differs from marketing advertising and sales
Advantages and disadvantages of all PR options
Importance of PR internally


PR Channels

Print media and its current and likely future role in PR
Television and the impact it can have
Radio - relying on voice only
Mobile technology and increasing accessibility
Social media and Multimedia - growth complexity and impact


Writing for all Media

What makes a good story?
How to win and keep readers attention
Writing for print: marketing materials news features editorial and letters
Press releases which are published not ignored
Writing effectively for electronic media


Target Markets

Requirements of target audiences and stakeholders
What are your competitors doing and how successfully?
15 different types of research to find out the answers
Identifying the most appropriate way to reach your audiences
Pitfalls to avoid on messages and content


PR Events and Activities

Organising preparing for and delivering presentations
Visits to your organisation by media and journalists
Lobbying: advantages risks and impact
Sponsorship: maximising return on investment (ROI)
Environmental Social and Governance


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 results
Appropriate channels methods and mix
Maximise budget and resources
Recruit 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