Public Relations and Media
Planning and Managing PR Campaigns
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Planning and Managing PR Campaigns Course
Introduction:
PR campaigns shape public opinion and highlight your company's impact. Effective PR messages can engage and mobilize a wide audience, boosting brand value. Enroll in our Planning and Managing PR Campaigns Training Course to master the art of harnessing PR as a vital business tool.
Course Objectives:
At the end of this Planning and Managing PR Campaigns Training 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
Who Should Attend?
Planning and Managing PR Campaigns Training Course, is ideal for:
- 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
Course Outlines:
Effective PR Campaigns:
- 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
Problem-Solving Approach to Campaigns:
- 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
Planning and Costing Campaigns:
- 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
Channels, Delivery, and Evaluation:
- 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 effectiveness
Effective Delivery in Your Organization:
- 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
- Ensuring that results are seen and credited
- Personal action planning