Advanced Strategic Public Relations Management

• PR Directors
• PR Managers
• Marketing Directors
• Marketing Managers
• Company Directors
• 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
• Advisors at Ministerial level in government departments
• Advisors to Directors and top Managers in other organisations
• Owners or account directors in public relations consultancies

Course objectives

• To lead and project manage a successful PR campaign
• To apply the most up-to-date PR techniques, methodologies, tools
• To identify and capitalise on PR opportunities,
• To overcome the challenges and minimise risks
• To maximise the Return on Investment (ROI)

Course content

What you are promoting?

• PR to promote organisation’s vision, mission and strategy
• Benefits of products and services
• Target messages for specific audiences, stakeholders and markets
• Objective measures of success: KPIs
• Return on Investment: ROI

Social media and multi-media

• 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 multi-media
• Dos and don’ts

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

Planning a successful PR campaign

• Agree strategic objectives globally, nationally, regionally, locally
• Appropriate communication for each market, stakeholder and audience
• Objectives measures of success and desired outcomes
• Project management of implementation of plan
• Anticipate and prevent problems

Advising and developing senior people

• Advising politicians, senior civil servants, directors and managers
• Give winning presentations
• Public relations challenges as opportunities
• Harnessing creative conflict into productive output
• Budgeting and resource management

Building a reputation

• Clarify the key elements which comprise reputation
• Strategy to maintain a long-term reputation
• Minimise threats to reputation
• Defend reputation when under attack
• Rebuild reputation after it has been undermined or discredited

Issues and crisis management

• Anticipate sources of crises and mitigate risks
• Appoint crisis leaders and teams and allocate resources
• Create crisis plans for key eventualities
• Practise crisis plans regularly
• Case studies of impact on organisations of good and poor PR crisis management