Course details

Overview ?

Introduction

Sustained public relations campaigns can help drive strategic organisational 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 organisation.

This powerful programme 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 organisational strategy. Participants will develop the skills to design, plan, cost, deliver and evaluate campaigns using the full range of PR media and channels. Case study examples in print and video will be used throughout. Action planning for the workplace to put ideas into action is a strong feature of the programme.

Highlights of the programme include:

Powerful planning tools
A wealth of practical examples and frameworks
Personal coaching and advice
Incorporation of your own content into the programme giving real, useable outputs
A practical and theoretical toolkit for use beyond the course

Objectives

To examine the range of PR campaigns and the purposes that they can achieve
To develop a problem-solving approach to match PR campaign strategy to business objectives
To plan PR campaigns to meet need setting clear objectives with behavioural outcomes and measurable results
To examine a wide range of successful campaigns to judge the differing strategies and use of channels and media
To measure risk presented during a campaign by increased public and media scrutiny and to plan to mitigate these risks
To learn how to evaluate PR campaigns to demonstrate success to the business and to develop campaign methodology

Training Methodology

The programme is activity and discussion based. Formal presentations will be balanced by a range of case-studies, practice problems and group discussions. Sharing the experience of the participants is an important feature and delegates will have the opportunity to discuss their own projects or challenges in an environment focussing on solving those problems. Real examples presented on DVD are a strong part of the course.

Organisational Impact

Communicating effectively with key stakeholders is vital to the delivery of business goals.

This programme demonstrates how:

PR can be a key element of business strategy through coherent and focused campaigns.
Clear business results can be driven by well planned campaigns
Reputation and Brand can be enhanced through well designed campaigns
Risks involved in raising profile can be identified and mitigated
Results can benefit all of your key stakeholders

Personal Impact

The seminar examines a wide range of communications issues, skills and opportunities. As well as developing further personal competencies.

The seminar helps participants:

To develop a more effective approach to communication in the workplace
Select and use the best tools to add value to the organisation 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 recognised within the organisation
To build confidence and mastery through personal coaching and advice

SEMINAR OUTLINE

DAY 1

Effective PR Campaigns

Welcome and introduction
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
An introduction to evaluation

DAY 2

A 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

DAY 3

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
Practice case-studies
Identifying stakeholders and their role in relation to the campaign
Co-ordinating campaign elements across stakeholder groups

DAY 4

DAY 5

Putting it all together – Effective Delivery in Your Organisation

A 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 own media and company reporting
Ensuring that results are seen and credited
Personal action planning

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