Introduction to public relations

Overview
An introduction to Public Relations will provide a complete overview of the role that integrated PR can play in communicating the aims, objectives and achievements of on organisation. In this course, you will gain a clear understanding as to what PR is, an appreciation of the process of reaching and influencing stakeholders and an essential working knowledge of the communications skills the PR professional employs. You will also understand how PR can integrate or support the other communications skills of media, marketing and advertising. This is an interactive workshop, which will give you the chance to work in teams on actual PR campaign planning and implementation.

Prerequisites
You will be someone who has just entered the public relations profession or who is looking to establish a career in public relations. The workshop will also be of genuine value to those who are working with PR practitioners and wish to gain a grounding in the profession.

Course Content Definitions

• the role of public relations
• the PR process
• the approach to PR planning, and
• the public relations professional.

PR planning

• producing the draft strategy
• developing the strategy
• the core brief, objectives and evaluation
• financial management, and
• stakeholder management.

Creativity

• creating and reinforcing corporate and campaign public relations

Public relations activities

• the PR communications mix

Integrated PR

• media relations
• marketing and promotion