Running Pr Campaigns

Overview

Many public relations activities take place in the context of a tactical campaign with specific, often short-term, goals. This course shows how careful and structured planning helps make your campaign more effective at getting the desired results and better value for money.

Who should attend

Account executives, account managers and in-house professionals who wish to develop their tactical planning ability. It is aimed at those with established PR skills and experience who wish to enhance their ability to draw up and manage communications programmes.

Course objectives

By the end of this practical course you will be able to:

> Improve your planning in communication

> Ensure that the various elements of a campaign plan are linked and co-ordinated for the best results

> Apply the processes required to run and monitor a successful integrated public relations programme

Course content

Planning Structure

> Analyse

> Target

> Action

> Check

Analyse the Situation

> Extending the brief

> Setting objectives and creating the big idea
Case study 1: Publics and Channels

Targeting the Campaign
Case study 2: Messages and Corporate/Marketing Constraints

Action

> Strategy, tactics and tools; including crisis management and publicity devices

Check

> Allocating budgets

> Monitoring progress

> Measuring results

> Including Gantt charts, critical path analysis and evaluation
Case study 3: Integrating all Elements of the Plan

Review and Reflect

> Sailing the 7 Cs