Public Relations Management - Level 3

• Directors of Public Relations
• Directors of Marketing
• Senior Public Relations Managers
• Company Directors
• General Managers
• Senior Managers
• Advisors at Ministerial level in government departments
• Advisors to Directors and top Managers in other organisations
• Those in public sector, private sector and not-for-profit organisations
• Those at the national, regional and community level
• Those working for international, global or supranational organisations
• Owners or account directors in public relations consultancies

Course objectives

• To discuss common PR challenges
• To be able to find workable solutions
• To be up-to-date with advances in PR techniques, methodologies and tools
• To evaluate PR opportunities, challenges and risks
• To exchange ideas on what makes a successful PR campaign
• To analyse the key features of PR which will minimise the risks
• To learn how to manage a crisis productively
• To study pro-active and reactive PR
• To learn from the experience of others

Course content

Importance of internal PR for your organisation

• What employees expect from you
• All the different ways of communicating with them
• Information they want to know
• Who should send those messages?
• Appropriate methods and frequency.

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