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.
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
Similar Courses
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Plan a crisis strategy, things can go wrong for any organisation and you have to be prepared to manage the fall-out.
Learn what journalists want to see, get your press releases picked up and published.
Create audience engagement, explore different writing styles and layouts to make your features clearer and more readable.
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