PR Monitoring & Measurement

ICTD International Centre for Training and Development

ICTD International Centre for Training and Development

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Who should attend

PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.

About the course

Recognize how to communicate effectively with the internal and external publics of the organization.

Identify the role of a PR professional in supporting the image and reputation of the organization.

## Course Objectives

By the end of this seminar, delegates will be able to:

  • Explain the importance of organizational image.
  • Create and implement a PR plan.
  • Manage a crisis using PR means.
  • List contributions of PR campaigns to strategic management.
  • Measure PR effectiveness.
  • Describe the functions of Public Relations (PR) in a changing environment.
  • Practice the key communication skills and techniques essential for performing their PR duties.
  • Behave correctly in both business and social situations.
  • Interact effectively with different types of guests.
  • Play the role of the ideal host at various functions.
  • Organize and manage events such as business luncheons and formal dinners.
  • Meet and greet important guests, clients and customers in a proper manner.
  • Deal successfully with the media.
  • Understand the strategic value of Service Level Agreements (SLAs) and their role in the internal and external supply chain
  • Learn how to implement an SLA project and explore the key performance indicators (KPIs) required in service measurement

## Course Outline

Module One:

PR Recap

  • What is PR
  • Public RR
  • The Many Components of PR
  • Key Difference between PR and Advertising

Public Relations Plan

  • Situation Analysis (S.W.O.T.)
  • Target Audience(s)
  • Goals (What Do We Hope to Accomplish?)
  • Objectives (What needs to be done?)
  • Key Messages
  • Strategy
  • Tactics
  • Timeline

The Functions of PR

  • Planning and Organizing the Activities of PR
  • Ingredients of Successful PR Planning
  • Main Qualities of PR Professionals
  • PR Position in the Organization

PR and Communication

  • Communicating with the Internal and External Public
  • Overcoming Barriers in Communication
  • Non Verbal Communication
  • The Communication Abilities for PR Professionals

Module Two:

The Role of PR Professionals in Dealing with the Internal and External Public

  • Understanding Difficult Personalities
  • Dealing with Difficult Personalities

Press Conferences

  • Why Conduct a Press Conference
  • How to Conduct a Press Conference
  • How to Prepare a Press Release
  • Dealing with Questions During a Press Conference
  • Preparing and Circulating the Press Clippings

SLA Basics SLA definition

  • SLA purposes
  • SLA types
  • Levels of SLA
  • SLA vs. contract
  • SLA format
  • SLA management tasks
  • SLA management process
  • SLA management tools
  • Roles & responsibilities of SLA management
  • SLA in a PBA context.
  • Performance-based Acquisition Definition of performance-based Acquisition
  • Why Use Performance-Based Acquisition?

Module Three:

Contributions of PR Campaigns to Strategic Management

  • Environmental Scanning
  • Issues Management
  • Crisis Management
  • Relationship Management
  • Reputation Management

Crisis Management Using PR Means

  • Defining and Identifying a Crisis
  • Remembering the Rules in a Crisis
  • Phases of a Crisis
  • The Disclosure Principle
  • The Symmetrical Communication Principle
  • The Relationship Principle
  • The Accountability Principle

Importance of Organizational Image

  • Public Opinion
  • Image and Reputation Management
  • From Identity to Reputation
  • Relationship Management

Module Four:

Measuring PR Effectiveness

  • Output
  • Outcome
  • Matching Objectives and Results
  • Management By Objectives (MBO)
  • Public Opinions and Surveys
  • Audits

Definitions of Etiquette and Protocol

  • The Importance of Etiquette in Business
  • The Importance of Protocol in Business
  • Applying the Right Behavior in Different Situations
  • Creating the Right Image for your Organization
  • Image Building and Image Management

Guest Relations

  • Gaining Guests’ Respect
  • Understanding Human Relations
  • Proper Greetings and Introductions
  • Professional Hand-Shaking
  • Giving Business Cards in a Proper Way
  • People’s Names (Pronunciation and Remembering)

Module Five:

The Ideal Host

  • Key Qualities of the Ideal Host
  • Dealing with Different Types of Guests
  • Handling Difficult Personalities
  • Dealing with Guests’ Complaints
  • Handling Guests’ Complaints in a Timely Manner
  • Perception and Business Relations

Managing Events and Behavior

  • The Business Meal
  • Table Manners at Business Lunches and Business Dinners
  • Setting of the Room and Table
  • Mistakes to Avoid at Business Events
  • Meeting Guests at Airports

Proper Communication Etiquette

  • Phone Etiquette
  • Meeting Etiquette
  • Email Etiquette

Handling the Media

  • Dealing with Questions
  • Handling Confidential Information
  • Effective Public Relations

Videos and materials

PR Monitoring & Measurement at ICTD International Centre for Training and Development

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Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

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