Course details

Overview ?

Introduction

Communications and PR are at the heart of business performance. Modern methods, tools and channels have greatly increased its power. This lively and challenging seminar is focused on developing skills and competence to practise effectively in today’s organisational environment. This seminar is for the newcomer to PR/Communications and for experienced practitioners alike. Using the most up-to-date case studies, techniques and tools the programme is both a comprehensive introduction to PR in the Internet age and a professional updating programme.

Training Objectives

Examine the role of Communications/PR in the 21st Century Organisation
Explore the range of communications techniques and tools available
Develop increased skill and competency in
- Editing and writing for print and the web
- Managing press relations
- Running successful events
- Managing government relations
- Managing community relations and social reporting
- Looking after VIPs; entertainment, etiquette and gifts
- Internal communications and employee relations
- Stakeholder relations

Writing a clear PR/Communications brief
Planning communications activity to meet client need
Developing the electronic PR/Communications Centre
Developing crisis media management techniques
Developing media interview techniques
Developing personal effectiveness

Organisational Impact

Developing multi-skilled communicators
Increasing the value of communications
Improving skills in the e-media
Developing an up-to-date PR/Communications competency base
Improving the client focus of communications

Personal Impact

Developing an up-to-the-minute communications skills set
Ensuring that your communications/PR knowledge is up-to-date
Understanding the role of PR/Communications in the 21st Century organisation
Developing your abilities as a PR/Communications problem solver and consultant
Using communications skills as a career building block

Who Should Attend

PR and Communications practitioners who want to update their skills. Newcomers to PR/Communications who want a thorough and state-of-the-art foundation. HR professionals who have communications roles, Managers who want to add high-level communications skills to their personal portfolios.

Daily Course Agendas

Day 1: The 21st Century Communicator

Introduction and welcome
Goal setting for the programme
The role of Communications PR in the organisation
The range of media and channels
A problem-solving approach to PR
Personal goal-setting for the programme

Day 2: From theory to successful practise

Communications models: implications for practise
Psychological themes and construction in practise
The art of influence and persuasion
Ethics and communications
Organisational transparency and communications
Taking and interpreting communication briefs

Day 3: The Medium is the Message

Managing stakeholder relations
Managing government relations
Choosing channels – matching media to tasks and stakeholders
Writing and editing a newsletter, newspaper or magazine
Writing for the web
Organising events and exhibitions

Day 4: e=Management x Communication

Improving the power of communications in the organisation

Measuring communications effectiveness
Using measurement to improve performance
Crisis communication
Reputational management

Day 5: 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

Day 1

Day 2

Day 3

Day 4

Day 5

Training Methodology

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