This course will equip delegates with the principles of building the reputation of their organisation through an effective PR strategy and how to minimise the impact any bad press may have on this. Delegates will learn the tricks of getting press releases noticed, making sure they fulfil their objectives and gain maximise exposure. The course also covers how to stretch your marketing budget using targeted stories to get column inches for free Course Outline: Build and sustain your reputation - PR and its role in business and marketing What is PR? What are the benefits? What are the drawbacks? PR in practice - plan and develop interesting campaigns Set your objectives Define your target audience and deliver key messages Select the right mediums and tools Schedule and evaluate PR campaigns Media relations - handle the media effectively Understand and work with the media Learn how to sell your stories: pinpoint the who, the where and the what Arrange interviews efficiently and brief your spokespeople properly Deal with bad press decisively and minimise negative exposure Less is more: structure and write effective press releases Manage long term campaigns - maintain interest after the launch Internal communications Sponsorship Corporate PR and lobbying Crisis
