Strategic Public Relations Management

• PR Managers
• PR Assistants
• PR Executives
• Marketing Managers
• Marketing Assistants
• Marketing Executives
• 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 objectives

• To plan and manage the structures, methods and techniques of Strategic PR
• To develop and create a successful PR Strategy
• To overcome the challenges of implementation
• To measure the results and impact – Key Performance Indicators (KPIs)
• To maximise the Return on Investment (ROI) of Strategic PR

Course content

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 multi-media - growth, complexity and impact

Writing for all media

• What makes a good story?
• How to win and keep reader’s attention
• Writing for print: marketing materials, news, features, editorial and letters
• Press releases which are published not ignored
• Ten top tips for writing for social 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

• Events: organising and attending
• Exhibitions: organising, exhibiting and attending
• Visits: to your organisation by media and journalists
• Lobbying: advantage, risks and impact
• Sponsorship: maximising return on investment (ROIs)
• Corporate social responsibility: contributing to the community

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