Planning & developing a PR strategy - Press Association

Planning & Developing a PR Strategy

This comprehensive course will give you a much greater understanding of how to plan media and PR campaigns. It covers the principles of PR strategy, planning budgeting and measuring campaign effectiveness. Using a mix of practicals, discussion and presentations it will give you the tools you need to plan your PR effectively.

Anyone who wants to bring some structure and rationale to their PR. Whether you work in marketing, PR or are looking to use PR for your organisation, acquiring the skills to analyse, plan and measure it will make all the difference.

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Course Outline

Strategic planning and its impact on the PR planning mindset

  • The principles of three-stage strategic planning.
  • How strategic planning and PR planning work hand-in-hand
  • The importance of setting clear PR objectives

Putting audience at the heart of your strategy

  • Identifying your audiences and prioritising your targets
  • Choosing channels to target your audience
  • Case studies that illustrate successful PR strategies in action

Research tools and how to use them

  • How to carry out cost-effective research
  • The importance of media analysis
  • Why it’s good to be cautious about your social media measurement

Monitoring and evaluation

  • The pros and cons of professional media monitoring
  • Traditional evaluation value, PR reach, messaging, tone, sentiment
  • Advanced media evaluation techniques

Budgeting – how to make your campaign deliver value for money

  • The three key elements of PR budgets
  • Breaking down your campaigns into measurable elements
  • Understanding the importance of the human input into your campaign

Presentation and implementation – tips on making your campaign work hard

  • How to present a PR plan
  • Breaking up your PR plan into clear sections
  • Analysing the mechanics and thinking them through
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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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