Corporate Public Relations

WHO SHOULD ATTEND?

Managing Directors, General Managers, Director Generals, Directors, Senior Managers, Company Secretaries, Managers, Marketing & PR Managers, Officials and Public Spokespeople

OBJECTIVES:

By the end of the workshop, delegates will have:-

• Good understanding of changes that are taking place in PR
• Measured the impact of PR initiatives and eventually the bottom line of the business
• Aligned agencies and other parts of the organisation to support implementation
• Utilised a multi – channel approach to public relations which takes into account the influence of “non – journalistic” sources
• Build the reputation of their organisation through a high profile PR strategy
• Minimised the impact of bad press and crisis on their business
• Multiplied the scope of their marketing budget: use targeted stories to get valuable column inches for free
• Developed the range of techniques to add quality, improve image and branding of their organisation

PROGRAMME DETAILS

Public Relations Basics

• What is PR?
• How does it work?
• Identifying audiences on messages
• Press releases, styles, format & structure
• Putting Press kit together, contents, uses and inputs

Crisis & Issues Communcations

• Understanding crises on the media agenda
• Crisis planning
• Preparing spokespersons
• Working with the media during a crisis
• Internal communication during a crisis
• Legal, health and safety issues
• Recovering from a crisis

PR Systematic Leadership: Change

• Change & leadership
• Leadership best practices
• Extraordinary leadership in an era of dynamic change
• Emotional leadership

E - Commerce

• The e - commerce model
• The relevance of e- commerce to PR
• E - commerce and globalization
• Case studies

PR and Marketing

• Customer value importance
• Creating value by service excellence
• Relationship marketing
• Customer relationship management
• Case studies

Media Relations

• The needs on practices of the media
• What makes news for different media
• Developing effective news angles
• How to pitch a story to a journalist
• Practical tools and tactics to generate publicity

Public Relations Strategy & Planning

• What is strategy and how does it work
• The strategy planning process
• Defining messages and target audiences
• Selecting the most effective PR tactics
• Monitoring and evaluating PR programme

PR Protocol and Etiquette

• Officers protocol for events
• Managing VIPs
• Business etiquette
• Professional interaction
• Avoiding cultural classes and conversational
• Handling the media sensitively

Marketing & Competitive PR

• Competitive strategy
• Creating competitive strategy
• Marketing PR

Presentation & Communication Skills

• Writing for PR, developing clear memorable, effective copy
• Preparing, planning and practice
• Analyzing and adapting message for audiences
• Powerpoint and presentation
• Handling nerves