PR Strategy and Implementation

Media Skills – PR Strategy and Implementation

The way that public and private sector organisations are perceived by their market, suppliers and regulators has a direct correlation on performance and the internal morale of the organisation. This highly interactive and participative workshop focuses on the creation of a PR strategy based on the overall goals of the organisation. With that in place, the individual elements of PR creation, delivery and communication can be investigated so the appropriate messages can be conveyed to the relevant target sectors. With the strategy in place, operational tactics can be deployed to brief and train media spokespeople so that the organisation is viewed positively and professionally.

Course Designed For

Senior department heads and staff who manage the PR function, spokespeople and those associated with the external image and brand of an organisation.

Objectives

How will you and your organisation benefit….

Upon completion of this course you will be able to:

• Use the goals of the organisation to create a PR strategy
• Define the target market and the perceptions to be communicated
• Identify the types and specifics of the target media in order to prioritise and segment the contact strategy
• Create a message architecture and build a media communications plan
• Understand the principals of media communication
• Create and understand how to use the media for enhancing image and building reputation
• Use the achievements of the organisation to promote the benefits to the target market and how use press releases as a promotional opportunity
• Behave proactively and appropriately with the media to ensure good and fair representation

Course Outline

PR Strategy

• Cascading organisational goals
• Setting desired outcomes
• Success Criteria

Target Market

• Definition of sectors
• Individual targeting
• Public and commercial inter-relation

Message Architecture

• Overarching goal
• Layered messages
• Process for inclusion

Communications Plan

• Brand management
• Routes to target
• Internal teamwork
• Collateral management

Media Communication

• Campaign management
• Theory of crisis PR
• Promotional planning

Promotional Material

• Photography
• Case Studies
• Testimonials

Press Releases

• Framework
• Writing style
• How to make them work for you

Dealing with the Media

• Journalists
• The goals of the media
• Behaviour characteristics
• Placing articles and news items at national level in both press and radio