Strategic Pr Planning

Overview

Public relations is a planned strategic weapon in the management armoury. Knowing how to deliver strategic solutions to marketing and corporate communication challenges is an important skill for the PR manager and director. This course provides it in a practical and immediately useful way.

Who should attend

Account managers, account directors and senior in-house professionals responsible for establishing public relations strategy in support of marketing and corporate objectives. Some experience of planning and implementing communications tactics is assumed.

Course objectives

By the end of this course you will able to:

> Appreciate the strategic issues that lie behind successful public relations planning

> Understand the characteristics of strategic communications planning and how the components of public relations planning fit into the "planning pyramid".

Course content

What is Strategy?

Planning Structure

> Analyse

> Target

> Action

> Check

Essential Components of Successful Strategic PR

> Characteristics of strategic public relations

> Managing audiences and creating messages that work

> Tools for analysing the situation

> Sample communication strategies

> Linking communications strategy with organisational objectives

> Writing objectives and a framework for evaluation

> PR planning with strategic insight

Review

> The personal dimension and developing strategic habits

Training Method

This course uses a running case study to outline a process that implements the concepts.