Description
WHO SHOULD ATTEND?
Managing Directors, General Managers, Director Generals, Directors, Senior Managers, Company Secretaries, Managers, Marketing & PR Managers, Officials and Public Spokespeople
OBJECTIVES:
By the end of the workshop, delegates will have:-
- Good understanding of changes that are taking place in PR
- Measured the impact of PR initiatives and eventually the bottom line of the business
- Aligned agencies and other parts of the organisation to support implementation
- Utilised a multi – channel approach to public relations which takes into account the influence of “non – journalistic” sources
- Build the reputation of their organisation through a high profile PR strategy
- Minimised the impact of bad press and crisis on their business
- Multiplied the scope of their marketing budget: use targeted stories to get valuable column inches for free
- Developed the range of techniques to add quality, improve image and branding of their organisation
PROGRAMME DETAILS
Public Relations Basics
- What is PR?
- How does it work?
- Identifying audiences on messages
- Press releases, styles, format & structure
- Putting Press kit together, contents, uses and inputs
Crisis & Issues Communcations
- Understanding crises on the media agenda
- Crisis planning
- Preparing spokespersons
- Working with the media during a crisis
- Internal communication during a crisis
- Legal, health and safety issues
- Recovering from a crisis
PR Systematic Leadership: Change
- Change & leadership
- Leadership best practices
- Extraordinary leadership in an era of dynamic change
- Emotional leadership
E – Commerce
- The e – commerce model
- The relevance of e- commerce to PR
- E – commerce and globalization
- Case studies
PR and Marketing
- Customer value importance
- Creating value by service excellence
- Relationship marketing
- Customer relationship management
- Case studies
Media Relations
- The needs on practices of the media
- What makes news for different media
- Developing effective news angles
- How to pitch a story to a journalist
- Practical tools and tactics to generate publicity
Public Relations Strategy & Planning
- What is strategy and how does it work
- The strategy planning process
- Defining messages and target audiences
- Selecting the most effective PR tactics
- Monitoring and evaluating PR programme
PR Protocol and Etiquette
- Officers protocol for events
- Managing VIPs
- Business etiquette
- Professional interaction
- Avoiding cultural classes and conversational
- Handling the media sensitively
Marketing & Competitive PR
- Competitive strategy
- Creating competitive strategy
- Marketing PR
Presentation & Communication Skills
- Writing for PR, developing clear memorable, effective copy
- Preparing, planning and practice
- Analyzing and adapting message for audiences
- Powerpoint and presentation
- Handling nerves
