Marketing Skills: Public Relations (PR): Public and Press Relations

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Course Overview

This is an intensive course on how to write effective press releases and plan a successful PR campaign. The programme looks at the difference between public and press relations, how to address the press, the use of photographs and techniques for obtaining maximum press coverage.

Delegates will also learn what is involved in a press conference, how to handle media interviews and how PR can improve the image of your organisation.

Prerequisites

This programme is ideal for the person who needs a good understanding of the role of PR within their organisation and how to make the most of PR opportunities.

Course Outline

• What is PR?
• The Role of PR
• Who are Your Public?
• PR vs. Advertising Objectives
• Advantages and Disadvantages of a Consultancy
• Choosing a Consultancy
• Maximising PR Opportunities
• Creating Your Prompt Lists
• Writing Your Press Release
• Whats the Story?
• Whats in a Picture?
• What Goes in a Picture Caption?
• Black & White or Colour?
• How News is Gathered
• Practical Case Studies
• Types of Releases
• Writing Articles and Negotiating With Editors
• Using Advertorial Effectively
• Developing Rapport with the Media
• Organising and Updating Your Media List
• Targeting the Media
• Meet the Press
• How to Get the Best from a Media Interview
• Checklist for Press Conferences
• What Goes in a Press Kit
• PR on the Internet
• Planning a PR Campaign
• Using PR on a Regular Basis
• Practical Exercises
• Personal Action Plan

Marketing Skills: Public Relations (PR): Public and Press Relations / PRPR