Advanced Public Relations Management Course

Objectives:

• Examine the role of Communications/PR in the 21st Century Organisation
• Explore the range of communications techniques and tools available
• Develop increased skill writing for print and the web and competency in the range of PR tools and techniques including editing
• Learn how to write a clear PR/Communications brief
• Plan communications activity to meet client need
• Learn how to develop an electronic PR/Communications Centre
• Develop crisis media management techniques
• Develop media interview techniques
• Develop personal communications effectiveness

Content:

The Complete PR and Communications Professional

• Introduction and welcome
• Goal setting for the programme
• The role of Communications and PR in the organisation
• What does top management want?
• Assessing your PR environment
• The range of media and channels
• Personal goal-setting for the programme

A Problem-Solving Approach

• Communications models: implications for practice
• Psychological themes and construction in practice
• A problem-solving approach to PR
• Taking and interpreting communication briefs
• The art of influence and persuasion
• Listening and emotional intelligence
• Organizational transparency and communications

Getting Your Message Heard

• Choosing channels – matching media to tasks and stakeholders
• Planning brilliant campaigns
• Project management
• Risk management
• Time management
• Delivering business results
• Campaign evaluation

Keep it Social

• The changed world of relationships in the age of social media networks
• Improving the power of communications in the organisation
• Measuring communications effectiveness
• Using measurement to improve performance
• Crisis communication
• Reputational management
• E-reputational management

Putting it all Together

• Planning your career and personal development
• Impacting positively on your managers
• Managing up and increasing your personal visibility
• Networking and effectiveness
• Team working and your personal effectiveness
• Time management and work planning
• Summary and Conclusion