Sustained public relations campaigns can help drive strategic organizational change, build public perceptions, and drive reputation with key stakeholders. Well planned and executed campaigns are a cost-effective means of changing perceptions and increasing stakeholder value for an organization.
This powerful program takes a problem-solving approach to the design of PR campaigns. By closely fitting the campaign to core business priorities as well as project objectives campaign design reinforces key messages and organizational strategy. Participants will develop the skills to design, plan, cost, deliver, and evaluate campaigns using the full range of PR media and channels.
At the end of this course the participants will be able to:
Examine the range of PR campaigns and the purposes that they can achieve
Develop a problem-solving approach to match the PR campaign strategy to business objectives
Plan PR campaigns to meet need setting clear objectives with behavioral outcomes and measurable results
Examine a wide range of successful campaigns to judge the different strategies and use of channels and media
Measure risk presented during a campaign by increased public and media scrutiny and to plan to mitigate these risks
Learn how to evaluate PR campaigns to demonstrate success to the business and to develop campaign methodology
Select and use the best tools to add value to the organization at a strategic level
Develop personal action planning and understand how to ‘sell’ ideas to top management
Plan evaluation of the campaign so that results are recognized within the organization
Build confidence and mastery through personal coaching and advice
PR Professionals
Marketing Professionals
Middle and Senior Managers tasked with the direct delivery of campaigns or oversight of specialist sub-contractors
Senior Operational Managers with responsibility for managing teams whose role includes PR Campaigns
Senior Managers up to Board Level with responsibility for the strategic use of Public Relations
People who want to get important modern skills to enhance their profile and knowledge
Perceptions of PR among senior managers
The global information village
Putting a cash value on reputation and the PR that builds it
PR campaigns – their use and their risks
Case study examples – what works and what does not
Practical example – tackling a business challenge
Evaluation
Brand, identity, and image, the basis of reputation
Assessing your reputation and the use of ‘gap’ analysis
The origins of PR and its foundations in the social sciences
Business strategy and problem identification
Problem-solving methods – choosing the right one
Problem analysis – desk research, stakeholder analysis, PEST, and SWOT
Setting measurable objectives
Force field analysis and risk identification
Identifying the stages of the campaign and decision points
Preparing an effective schedule – critical path analysis
Critical path analysis
Costing the plan and preparing a budget
Anticipating risk and planning to meet it
Identifying stakeholders and their role to the campaign
Coordinating campaign elements across stakeholder groups
From strategy to tactics
Environmental scanning
Developing a media relations plan
Crisis media relations
Principles of evaluation
Research tools and methods
Channel effectiveness and use of media
Social media and tools
Using influencer strategies to multiply the effectiveness
Risk-management approach
Dealing with contingencies
Winning support - selling ideas to others in the business
Presenting your case to senior management
Reading body language and other signals
Integrating your campaign into your media and company reporting
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