Managing International Pr

Overview

In a global communications world, international public relations takes a number of routes that all intend to take into account a range of regional, national, societal and cultural differences. This course provides a clear path towards the successful management of international PR - from a continuing reputation management or brand-building programme to a short-term campaign.

Who should attend

Public relations practitioners involved in PR programmes or campaigns within an international context. Executives of international businesses or organisations who operate communication programmes across borders and continents. Consultancy staff taking part in international client programmes.

Course objectives

By the end of this course you will:

> Understand the variables and variations in international PR theory and practice

> Learn how to set and achieve global public relations- objectives across diverse national business environments

> Develop skills in the planning of international public relations programmes and campaigns

> Know the optimum methodologies for the direction of international communication departments and consultancies

> Learn how best to work with colleagues and collaborators in an international context

Course content

PR in an International Perspective

> Experiences of how PR has developed and is viewed and used around the world

> Variables in international PR theory and practice

Understanding Differing Environments

> Markets

- cultures
- religions
- languages
- politics
- ethics

> Cross-border issues identification and management

> Global branding - case studies of international public relations' programmes in support of global brands

> Local delivery - case studies of how international PR programmes have worked,or not, in local contexts

> Working through a global media:how to operate international media relations based programmes

> PR Tools - appreciating diversity

> Planning international PR

> Delivering the results

> Directing and managing international programmes

> Directing and managing international staff

> Selecting and managing PR consultancy support

> Local consultancy or global player

> Time zones and timing

International Research

> Top tips for successful international PR management