PR strategies that work

Course summary

Successful public relations starts with a strategic approach, whether you are promoting an organisation, an initiative, a service, an issue or a product. If you have the responsibility for developing your organisation's PR strategy, this is the course for you!


Course outline

Public relations is sustained and managed communication, designed to help your organisation achieve its objectives and build its reputation. The course will provide you with the skills and knowledge you need to develop a PR strategy. Over the day you will cover:

• why good internal communication is essential for successful external communication
• ways of improving your internal communication
• PR as part of the 'marketing mix'
• identifying the key components of a PR Strategy
• where are we now? The PR audit
• Benchmarking your communications
• tracking PR opportunities and threats
• developing your brand identity
• identifying and understanding your audiences
• developing clear messages
• the difference between strategic and tactical PR
• resourcing public relations work - what people, skills and financial resources do you need?
• creating clever PR campaigns
• looking at the role of your website, media relations, networking, letters, customer care, celebrity support, events and publicity materials in your PR toolkit
• crisis management strategy

"Excellent day, one of the best training courses I have been on. Very good trainer, helpful and inspirational!" NL, Enfield Council
"Trainer was very encouraging and challenging - ie challenging me and the group to think beyond our current thoughts, tactics and approaches. Excellent course." FE, Rambert Dance Company
"Really enjoyed the course - good pace, explored all aspects. Feel confident to put together a clear PR strategy." CJ, Horsham District Council
My understanding of the subject developed dramatically. The trainer knew everything about the subject - it was really good fun!" KS, Newcastle-under-Lyme Housing


Who is this course for?

This course is for anyone who has responsibility for organisation communication. You may have been working as a press officer, or be managing a specific campaign, or you may have oversight of your organisation's communications. It will help you raise your organisation's game and sustain a well founded reputation.


What will this course help me do: learning outcomes?

This course will help you understand how public relations can support corporate aims, raise your organisation's profile and develop and protect its reputation. It will help you
-recognise the importance of encouraging your organisation to be outward-facing
-review your current public relations performance, and audit your communications
-develop a public relations strategy
-use your current communications more effectively, and identify new opportunities