Strategic Public Relations, Protocol and Travel Management

• Protocol officers
• Travel offices
• Travel executives
• Public relations officers
• Public relations executives
• Public Relations researchers
• Those responsible for protocol, travel and accommodation
• 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 build on existing knowledge of Strategic Public Relations
• To apply the tactical skills required for working in Strategic Public Relations
• To capitalise on developments in technology
• To manage the key aspects of protocol
• To learn tips, tools and techniques to arrange business travel
• To meet the expectation of those involved in protocol and travel arrangements

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

Understanding requirements

• Keeping records of the preferences of users of Protocol and Travel services
• Developing durable relationships with suppliers, agents and contacts
• Negotiating the best deals with suppliers and agents without threatening relationships or quality of service
• Organising events, exhibitions and meetings, nationally and internationally
• Turning complaints into opportunities

Duties for protocol and travel management

• Planning, organisation and management of protocol duties
• Top tips for arranging travel and accommodation
• Meeting business travel requirements
• Research all possible options and prioritising the best
• Overcome problems with visas, tickets, accommodation and transport

Communication and diplomatic skills required

• Meet expectations of visitors, clients and internal staff
• Deal with difficult people
• Understand cultural differences
• Manage changes of previously made arrangements
• Develop strong relationships with embassies

Dealing with dignitaries

• Order of dignitaries for entering a room, being introduced, seating, presenting and talking
• Flags and their protocol
• Order of precedence for official ceremonies and events
• Understanding national tradition, customs and culture
• Meetings dignitaries and meeting their expectations