Advanced PR

This two-day highly practical course examines best practices and emerging ideas for building relationships with external stakeholders, ensuring they understand the issues, restraints, vision and attainments that enhance reputation and brand value.

Participants are encouraged to reflect on and discuss their own professional issues and experiences.

This course is for professionals who have mastered the essential skills of public relations and who want to practice at a more advanced level

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Course Outline

Developing proactive relationships with the media

  • How the media works
  • Placing stories in the media
  • Responding to media queries
  • Developing a media relations strategy

Managing media interviews

  • Briefing spokespeople
  • Interview techniques
  • A good interview – getting the message across
  • Handling different types of interviewers

Public affairs: lobbying & advocacy

  • Identifying and influencing opinion-formers & influencers
  • Contact programmes
  • Engaging with key decision makers
  • Profile raising

Planning and managing successful events

  • A-Z of event planning
  • Coordination on the day
  • Contingency planning
  • Administrative close down and evaluation

CSR and community relations

  • Understanding relationships, bonds and influence within communities
  • Options for participating in local communities
  • Identifying the issues relevant to your organisation
  • Creating a community relations strategy
  • Managing relationship programmes

PR during a crisis

  • Planning for the unexpected
  • Issues management programmes
  • Developing a programme to prevent issues becoming crises
  • Elements of crisis communications
  • Managing communication activities during a crisis

Monitoring & evaluation

  • Quantitative & qualitative
  • Efficiency of channels
  • Effectiveness of messages
  • Impact on behaviour & business
  • Impact on brand value & reputation

Social media’s place in the PR toolkit

  • Connecting, collaborating, sharing, reviewing
  • Building databases, opt-ins, automation, SEO and analysing statistics
  • Creating a social media route map
  • Evaluating emerging technologies
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All courses can be run at the Press Association offices

in London, Victoria or on your own premises.

If you have any further questions contact us on

+44 (0)20 7963 7920
training@pressassociation.com

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