By the end of this programme, participants will:
- Understand the Evolving PR Landscape
- Measure the Impact of PR Initiatives
- Align Internal Teams and Agencies
- Utilize a Multi-Channel PR Approach
- Build and Protect Organizational Reputation
- Maximize Marketing Budgets with PR
DAY 1
Introduction to Public Relations & Crisis Management
Public Relations Basics
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- What is PR? How does it work?
- Identifying audiences and messages
- Press releases: styles, format, and structure
- Creating press kits: contents, uses, and inputs
Crisis & Issues Communications
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- Understanding crises in the media agenda
- Crisis planning and preparing spokespersons
- Working with the media during a crisis
- Internal communication during crises
- Legal, health, and safety considerations
- Recovering from a crisis
DAY 2
Strategic PR & Leadership
PR Systematic Leadership: Change
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- Change & leadership: best practices
- Extraordinary leadership in dynamic times
- Emotional leadership in PR
PR and Marketing
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- Customer value and service excellence
- Relationship marketing and CRM (Customer Relationship Management)
- Case studies on PR and marketing integration
DAY 3
Media Relations & E-Commerce in PR
Media Relations
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- Understanding the needs and practices of the media
- What makes news for different media?
- Developing effective news angles
- How to pitch a story to journalists
- Tools and tactics to generate publicity
E-Commerce & PR
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- The e-commerce model and its relevance to PR
- E-commerce, globalization, and PR case studies
DAY 4
Public Relations Strategy & Protocol
Public Relations Strategy & Planning
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- What is strategy and how does it work?
- The strategy planning process
- Defining messages and target audiences
- Selecting effective PR tactics
- Monitoring and evaluating PR programs
PR Protocol & Etiquette
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- Officer protocol for events
- Managing VIPs and business etiquette
- Professional interaction and avoiding cultural clashes
- Handling the media sensitively
DAY 5
Competitive PR, Presentation Skills & Communication
Marketing & Competitive PR
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- Competitive strategy and creating competitive advantage
- Integrating marketing with PR efforts
Presentation & Communication Skills
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- Writing for PR: effective, memorable copy
- Preparing and practicing presentations
- Analyzing and adapting messages for audiences
- PowerPoint presentations and handling nerves
- Energetic and dynamic delivery of messages
