Who should attend
The course reviews PR and how to manage it from within a marketing context and is therefore especially suitable for anyone who is becoming involved with PR for the first time; marketing and communications managers who have assumed PR responsibilities; and those who have responsibility for PR agencies but have little relevant experience.
About the course
This course looks at Public Relations (PR) through the eyes of the marketing manager. While not responsible for the front line of PR on a day to day basis, the marketing manager will be expected to steer PR strategy, co-ordinate media enquiries, appoint and manage a PR agency, and evaluate success.
- PR in context: Understand the relationship between PR and marketing
- PR strategy: Create the PR plan to deliver marketing aims
- The agency: How to find, appoint and brief a PR agency
- PR agency structures: Learn what they look like and how they function
- Special uses of PR: Understand use cases for crisis management, lobbying etc.
- Media engagement: Develop the press release and other assets that work for the media
- Media management: Respond to press enquiries and effective media management
- Online PR: Integrate PR activities with other business functions and digital platforms
- PR tactics: Develop a range of impactful PR tactics according to audience needs
- Evaluate success: KPIs, budgets and campaign dashboards to drive and build success
Matt is an experienced strategic marketing consultant, corporate trainer and managing director of Media Safari, a strategic marketing communications agency. As a Chartered Marketer and Fellow of the Chartered Institute of Marketing (CIM), Matt helps to shape and deliver strategic communications p...
Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.
We are happy to help you find a suitable online alternative.