Public Relation Campaign: From Planning to Execution

ICTD International Centre for Training and Development

What are the topics?

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

This Public Relations course in strategic planning (campaigns) is a junior-level course. Instructor will guide students in applying what they have learned in foundation courses about public relations (E.G., writing, graphics, and research) to the needs of an actual client. Participants work in teams to design and execute appropriate communications campaign(s) to meet the needs of the client.

## Course Objectives

By the end of the program, participants will be able to:

  • Explain the importance of organizational and corporate image
  • Create and implement a PR plan
  • Manage a crisis using PR means
  • List contributions of PR campaigns to strategic management
  • Measure PR effectiveness

## Course Outline

PR Recap

  • PR: Definitions, Concepts
  • Stakeholders in PR
  • The Many Components of PR
  • Key Differences between PR and Advertising

Creating and Implementing a Public Relations Plan

  • PR Plan: Definition and Needs
  • Characteristics of a PR Plan
  • Situation Analysis (SWOT)
  • Target Audience(s)
  • Goals (What Do We Hope to Accomplish?)
  • Objectives (What needs to be done?)
  • Key Messages: Simple and Descriptive
  • Strategy (Methods to Accomplish Objectives
  • Tactics (Deadlines and Cost)
  • Timeline and Responsibilities

Contributions of PR Campaigns to Strategic Management

  • PR and Strategic Management
  • What PR Can Accomplish
  • 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 (Attitudes, Opinions, Actions)
  • Image and Reputation Management
  • From Identity to Reputation
  • Relationship Management

Measuring PR Effectiveness

  • Purpose of Evaluation (Output, Outcome)
  • Evaluating (Process and Goals)
  • Matching Objectives and Results
  • Measurement (Production, Exposure)
  • Public Opinions and Surveys
  • Measurement Techniques

Videos and materials

Public Relation Campaign: From Planning to Execution at ICTD International Centre for Training and Development

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Disclaimer

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.

Full disclaimer.

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