INTRODUCTION TO PUBLIC RELATIONS

A one-day grounding in the fundamentals of PR

Who the course is for:

Graduate trainees, AAs and Junior Account Executives (JAEs), Marketing Executives, Press Officers, Independents;

Duration:

One day

The Content:

For most people, Public Relations means writing news releases and getting press coverage. There is less in-depth understanding of the sophisticated theory and practice which drives today’s PR practice and makes reputation management such a key part of organisational success.

Today's marketing and PR executive needs to understand the wider role that PR plays in corporate communications and the requirement to implement PR plans in the context of organisational goals, both commercial and social. To be meaningful and add tangible value, PR also needs to be measured and managed in such a way that it offers real return on investment, moving from overhead to added value.

This challenging day offers a broad insight into PR, what it is, what if offers and how to use it to your advantage. It offers practical tips and exercises designed to help delegates put together their own outline PR plan.

Key components covered include:

• Defining PR and reputation management
• Aligning PR with organisational goals
• Strategy and tactics – how they work together
• Unlocking the PR toolkit
• Media relations – proactive and reactive
• News – choosing it and using it