Strategic Public Relations, Protocol and Travel Management

Course details

Course Introduction:
Develop strategic PR skills along with knowledge of protocol and travel management, essential for organisations that engage with a variety of stakeholders and operate internationally.

Course Outcomes:
Build on existing knowledge of Strategic Public Relations
Apply the tactical skills required for Strategic Public Relations
Manage the key aspects of protocol
Apply tips, tools and techniques to arrange smooth business travel
Meet the expectation of those involved in protocol and travel arrangements

Who Should Attend:
Protocol officers
Travel officers and executives
Public relations officers, executives, researchers
Those responsible for protocol, travel and accommodation
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


The Right Documents at the Right time in the Right place

Organising passports processing visas and overcoming the complexities and problems
Compliance with entry requirements and immigration rules
Ensuring the health safety and security of staff and visitors
Booking tickets; timetables; time differences; holidays; cancellations


Accommodation and International Travel Requirements

Factors to choose and book the most appropriate hotel and rooms
Customer and protocol requirements; preferred hotels list; change in plans; families
Car transport; tolls; parking; rental; security; motorcades
Meeting the demands of business travel: payment methods and exchange rates
Methods to research all possible options and prioritise the best


Exhibitions Conferences Visits and Events National and International

Planning and organising events conferences and visits
Organising exhibiting at or attending exhibitions
Trade visits and the protocol for them
Greeting foreign dignitaries flying flags correctly and meeting expectations
Order of precedence for official ceremonies


Budgeting and Cost Control

Budgeting accurately and meaningfully
Monitoring authorisation approvals expenditure allowances expenses and receipts
Cost control for ensuring that expenses are legitimate
Cancellations claims reimbursements hospitality