An Interactive 5-Day Training Course
Public Relations Management
Course Overview
In a time of increasingly rapid change any organisation must continually appraise the changing needs of its stakeholders, the shifting priorities in its environment and the tactics that it uses to influence stakeholders. This highly interactive and fun programme examines today’s communications environment looking afresh at how we establish and defend our reputation, help deliver business goals and influence customers, government, critics and consumers
There has been no time in history when people have had more opportunities to experience, research and communicate about the organisations with which they deal. Social media and the internet have revolutionised the way that we communicate and the dynamics of the marketplace: Customer and staff expectations have heightened.
This programme will enable you to explore:
- The range of PR disciplines and how they can benefit you
- The tools and techniques of effective PR practice in the mid 2010s
- Your planning and writing skills for a range of media
- Delivery and defence of your brand
- How to match communications KPIs targets and measures to the requirements of the organisation’s strategy
Training Methodology
The programme uses a rich mixture of practical exercises, case-studies, questionnaires, syndicate and group work and video/DVD examples. Participants will be asked to reflect on and to discuss their own professional issues and experience.
Organisational Impact
- Build strong PR competency within the organisation
- Develop a clear framework for building and evaluating the PR programme
- Use situational analysis to identify strategic PR issues
- Develop a strong customer focus in which meeting customer needs is primary
- Drive continuous communications improvement within the organisation
- Improve PR delivery through enhance project planning and management
- Develop the skills of reflective practice within a strong competency framework
Personal Impact
- Examine the tools and techniques of stakeholder mapping and engagement
- Explore the range of communications techniques and tools available
- Learn how to write a clear PR/Communications brief
- Plan communications activity to meet client need
- Learn how to interrogate the corporate strategy and plan to develop a matching communications strategy and plan
- Develop crisis media management techniques
- Develop personal communications effectiveness
Who should Attend?
PR team members at all levels, managers wishing to use PR more effectively.
Training Outline
DAY 1: The Complete PR and Communications Professional
- Goal setting for the programme
- PR and Communications issues
- The role of Communications and PR in the organisation
- What does top management need PR to deliver?
- Assessing your PR environment
- The fundamentals of brand and image building
- Personal goal-setting for the programme
DAY 2: A Problem Solving Approach
- Learning from the master practitioners – PR core processes
- Psychological themes and constructs in practise
- A problem-solving approach to PR
- Taking and interpreting communication briefs
- Listening and emotional intelligence
- Developing campaigns and programmes
- Delighting the customer – internal and external
DAY 3: Getting Your Message Heard
- Choosing channels - matching media to tasks and stakeholders
- Planning brilliant campaigns
- Project management – the key to ‘right each time’ delivery
- Risk identification and management
- Managing delivery – and client expectations
- Delivering business results
- Campaign evaluation
DAY 4: Measuring Success
- Setting deliverable KPIs
- Improving the power of communications in the organisation
- When and how to use Service Level agreements
- Measuring communications effectiveness
- Using measurement to improve performance
- Crisis communication
- Reputational management
DAY 5: Putting it all together
- Strategy development
- Working with the C suite showing insight and leadership
- Using client comments and testimonials
- Training the team – and your clients
- Team working and your personal effectiveness
- Time management and work planning
- Summary and Conclusion
Certificates
- On successful completion of this training course, GLOMACS Certificate will be awarded to the delegates
- Continuing Professional Education credits (CPE) : In accordance with the standards of the National Registry of CPE Sponsor, one CPE credit is granted per 50 minutes of attendance
Accreditation
GLOMACS is registered with NASBA as a sponsor of Continuing Professional Education (CPE) on the National Registry of CPE Sponsors. NASBA have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.
All Training Seminars delivered by GLOMACS by default are eligible for CPE Credit.
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