• 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

CONTENT

Public Relations in Business

• An Overview of the Scope and Role of Public Relations in an Organisation
• Assessing Your PR Situation
• Setting Objectives to Meet Your Business Needs
• Planning Framework for Campaigns
• Costing a Campaign
• Writing Your Campaign Proposal

Setting Campaign Objectives and Themes 

• A Problem Solving Approach
• The Campaign Process and Communications Theory
• Translating Objectives into a Practical Campaign Concept
• Resource Allocation and Scheduling
• The Development of a Message House
• Storytelling and Creativity in Messaging

Choosing the Right Media Mix  

• Identifying your Target Publics
• Assessing What Your Stakeholders Think of You
• Choosing the Right Media for the Right Audience
• News and Feature Generation
• Is it a story – What’s in it for the media?
• Events, Invitations and Press Releases

Social Media and Influence 

• Involving Your “in-house” Media
• Using Photography and Video
• Social Media in Campaigns
• Using Influencers and Testimonials
• The Role of the Corporate Website
• Crisis Management and Contingencies

Evaluation and the Planning Cycle   

• Building the In-house Campaigns Team
• Assessing and Managing Performance
• Buying in Help – What to look for and getting the best results?
• Evaluating Campaigns
• Campaign Reporting
• Personal Action Planning

FOR WHOM:

Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.

This course is available in the following locations:

Nigeria - $3000
Ghana - $6000
Rwanda - $7000
UK - $8000
USA - $8000