Marketing Skills: Public Relations (PR): How to Achieve it Successfully

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Course Overview

Many organisations, and many marketers, believe that they know all about PR. But as some organisations also have a less-than-perfect public image, this might suggest that some of this confidence is misplaced. Rather than viewing PR as a Cinderella of marketing (a long discredited perception still too commonly encountered) this course gives an alternative view of how PR can be strategically and tactically used to enhance an organisation, reach its key stakeholders, applying practical techniques to maintain a competitive edge.

Participants will gain knowledge which might change the way in which they approach aspects of PR, such as using PR agencies, evaluating PR activity or dealing with the media. With increasingly tight budgets, many organisations are having to find alternative, and more innovative ways, of promoting themselves and their products or services; PR is one option.

Audience

Those with a new or developing presence in a PR role, perhaps with an existing knowledge of marketing. Those who might wish to move into PR and those who feel in need of a refresher in the profession.

Skills Gained

Benefits for your organisation:

Your organisation will benefit from a more strategic view of PR, leading to a more holistic approach; from a greater awareness of the current forces and trends in the PR arena; and from a more realistic understanding of what PR can and cannot achieve for an organisation.

Benefits for you as an individual:

You will gain a new perspective of what PR is all about, using this to develop your career. You will have greater confidence when presenting the PR function to senior management and when dealing with the media. This course will enhance your ability to plan PR campaigns strategically, always with the organisational objectives in mind.

You will learn how to:

• Create a PR plan which can be adapted for most situations
• Understand how the media works and how best to work with them
• Understand how PR fits into the overall organisational structure
• Prepare for and deliver a professional media interview
• Create a crisis management plan, dovetailing with the organisation's policies and requirements before, during and after a crisis unfolds
• Learn how to write proficient copy for the media
• Understand the key components of corporate imagery and who should devise and apply them
• Appreciate the challenges and opportunities in a successful PR career

Course Outline

• Assessing what PR can and cannot do in your organisation
• Clarifying role differentiation and seeing how PR and marketing can intertwine
• Examining and analysing the main elements of the corporate image
• Creating a PR plan, the principles of which can be transferred to delegates' organisations
• Understanding the pressures and demands faced by the media in a PR context
• Creating good, workable editorial copy
• Approaching the broadcast and new media successfully
• Analysing and planning for coping with the public aspects of a crisis

Pre and post learning support:

Prior to the course, delegates are encouraged to email the course director with their personal objectives for the session, along with any particular PR challenges they are currently facing. You are also invited to bring along examples of your organisation's press materials to be critiqued during the training session.

A full reading list will be provided at the end of the workshop.

To take away from the course:

• Framework for structuring a strategic PR campaign
• Comprehensive list of sample PR tactics
• Sample scripts/ role plays for dealing with the media
• Press release framework and examples of best practice press releases
• Crisis checklist
• Recommendations for PR service providers e.g. relevant consultancies, evaluation companies

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