Public Relations Management

Upon completion of this public relations training course, you will be able to understand:

How to characterise an issue and the difference between issues and other management problems.
That issues progress through a life cycle and the stage an issue has reached.
Characteristics of issues and the different driving forces of corporate and activist issues.
Issue management as both a communication discipline and as a component of broader strategic thinking.
How to develop a basic issue strategy using a four- step plan.
Concepts of crisis and crisis management.
The value of communication to crisis public relations management.
Different crisis types and how the crisis type affects crisis communication.
Key principles in crisis public relations management.
How to apply principles of crisis public relations management to actual crisis cases.
The effects of the Internet on crisis public relations management.
The nature, role and scope of the public affairs function and its relationship with public relations.
Key theories, principles and their development and application in contemporary public affairs.
The potential contribution that public affairs can make to organisational strategies and goal attainment.
The knowledge, skills and competencies required of today’s public affairs professionals.
How to analyse and apply public affairs theories/principles to practice.
Integrated marketing communications issues.
The importance of integrated marketing communications to organisations and their publics.
Key principles and methods used to integrate marketing communications activities.