Fundamentals and Strategies of Success in Public Relations Management

ICTD International Centre for Training and Development

How long?

  • 12 days
  • in person

ICTD International Centre for Training and Development

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Who should attend

This training program was designed for the benefit of:

  • PR Directors
  • PR Managers
  • Marketing Directors
  • Marketing Managers
  • Company Directors
  • Those in PR in public sector, private sector and not-for-profit organizations
  • Those in PR at the national, regional and community level
  • Those working for international, global or supranational organizations
  • Advisors at Ministerial level in government departments
  • Advisors to Directors and top Managers in other organizations
  • Owners or account directors in public relations consultancies

About the course

This training course in PR Management has been designed to help delegates improve their strategic thinking when designing a PR campaign. The training provides them a comprehensive overview of the most effective Public Relations Management tactics that can make a difference in their organizations branding, corporate communications and media relations.

## Course Objectives

Upon successful completion of this training series, participants will have learnt how to:

  • Lead and project manage a successful PR campaign
  • Apply the most up-to-date PR techniques, methodologies, tools
  • Identify and capitalize on PR opportunities,
  • Overcome the challenges and minimize risks
  • Maximize the Return on Investment (ROI)

## Course Outline

What you are promoting?

  • PR to promote organization’s vision, mission and strategy
  • Benefits of products and services
  • Target messages for specific audiences, stakeholders and markets
  • Objective measures of success: KPIs
  • Return on Investment: ROI

Social media and multi-media

  • Understanding the scope, power and immediacy of these media
  • Monitoring what is said, where and by whom
  • Responding to negative feedback positively
  • Pro-actively participating in social and multi-media
  • Dos and don’ts

Five steps for a successful PR plan

  • Agree your objectives, set targets and quantify results
  • Appropriate channels, methods and mix
  • Maximize budget and resources
  • Recruit and manage your PR team: internal and external
  • Effective project management of the implementation

Media relations

  • What do you want from editors, journalists and their media?
  • What do they need from you?
  • Understand the pressures and deadlines they are under
  • Work together to build long-term durable relationships
  • Ten top tips for developing lasting relationships

Press conferences and interviews

  • Managing press conferences and dealing with journalists’ enquiries
  • Giving winning television interviews
  • Radio interviews with impact
  • Handle difficult questions on the telephone
  • Avoid the 5 most common mistakes

Planning a successful PR campaign

  • Agree strategic objectives globally, nationally, regionally, locally
  • Appropriate communication for each market, stakeholder and audience
  • Objectives measures of success and desired outcomes
  • Project management of implementation of plan
  • Anticipate and prevent problems

Advising and developing senior people

  • Advising politicians, senior civil servants, directors and managers
  • Give winning presentations
  • Public relations challenges as opportunities
  • Harnessing creative conflict into productive output
  • Budgeting and resource management

Building a reputation

  • Clarify the key elements which comprise reputation
  • Strategy to maintain a long-term reputation
  • Minimize threats to reputation
  • Defend reputation when under attack
  • Rebuild reputation after it has been undermined or discredited

Issues and Crisis Management

  • Anticipate sources of crises and mitigate risks
  • Appoint crisis leaders and teams and allocate resources
  • Create crisis plans for key eventualities
  • Practice crisis plans regularly
  • Case studies of impact on organizations of good and poor PR crisis management

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Fundamentals and Strategies of Success in Public Relations Management at ICTD International Centre for Training and Development

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