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Introduction to the course
Public Relations is about sharing the right information with the right people at the right time to build a reputation and maintain relationships. Many PR Practitioners are self-taught, and the tactics that practitioners adopt can significantly impact their organisation's reputation and long-term viability.
This 5-day PR training course is a thorough introduction to the practice of PR in the third decade of the 21st Century. From ethics and governance to the new rules of media engagement, this course will provide participants with an in-depth understanding of the crucial skills that practitioners need to thrive in the PR industry.
This training course will highlight:
- The New Rules of Marketing and Communications
- The changing roles of communications professionals
- The use of multiple media channels whether paid-for, owned, shared or earned to reach your target audiences
- How to Create Content that engages attention and makes readers return
- The use of video and audio and ways to produce low-cost content
Course details
By the end of this training seminar, you will be able to:
- Measure results including influencer mentions, product inquiries, and sales
- Explore the difference between PR and marketing
- Explore the range of contemporary professional practice
- Discover how to tell your story and ‘sell it to the media
- Learn about the neurosciences and their role in today’s communications
- Discover the role of social media and influencer marketing in PR
- Evaluate your PR and learn how to research issues, campaigns and audiences
This training course uses a wide variety of proven adult learning techniques to ensure effective assimilation and retention of the information presented. This training course is highly interactive and will prompt delegates to reflect on their own thinking, communication style and practice.
Your consultant will guide and facilitate learning using a wide variety of methods including direct input, video, discussions, case studies and group and individual exercises to focus on the themes of the course, practice skills and receive feedback.
The participants' company will benefit in the following ways:
- Increase the availability of skilled PR staff to develop a reputation
- Improved communication and audience targeting strategies
- Achieve greater audience engagement and response
- Having access to richer media and content
- Evaluate your PR in more beneficial and useful ways to determine its value
The personal benefits to be derived from attending this training course include the following:
- A greater understanding of the changing PR, marketing and media landscape
- Improved ability to target specific audiences and assess outcomes
- A greater understanding of how to choose media to use them well
- Improved writing skills
- Improved skills in creating new approaches and content
This training course is suitable for a wide range of professionals but will especially benefit:
- Public Relations Officers / Managers
- Public Affairs Practitioners
- Corporate Communications Practitioners / Managers
- Marketing Officers / Managers
- Anyone planning a career in PR
Daily Agenda
DAY 1 :
What is PR?
- Definitions of PR and their evolution
- A brief and useful history of PR and marketing
- The psychology of behaviour and persuasion
- Stakeholders, publics and audiences – their identification and measurement
- Key Skills for Communicators and Marketers
- A Problem-solving Approach to Communications
DAY 2:
Media Old and New
- Connecting with Stakeholders – multi-channel communications
- Content marketing
- Content creation and curation
- Influencer Marketing
- Champions and Opinion Formers
- Media Relations- print and broadcast
DAY 3:
Channel Management
- PR campaigns
- Events
- Using your website
- Social media
- Omnichannel stakeholder communications
- Integrated Media Relations
DAY 4:
Your Skills Toolkit
- Creating a press release
- Story writing and Identity
- Maintaining corporate Identity, Tone and Style
- Videography and Viral Content
- Project management and planning
- Risk identification and management
DAY 5:
Evaluation, Analysis and Planning
- Output - Out-take and Outcome - a systematic approach to evaluation
- Evidence-based decision-making
- Ethics
- Planning and Strategy
- SMART Objectives and KPIs
- Continuous professional development
Professional certificate & Accreditation
Enhance your knowledge of PR and learn the art and science of reputation and stakeholder management through this KC Academy training course.
Frequently Asked Questions
There are no prerequisites. Our courses are open to students of all backgrounds who are 18 years of age and older. All courses are conducted in English. Video lectures include English subtitles and the option to slow-down, pause, or replay lectures for better retention. Discussion boards are a critical component of each of our courses; therefore, we suggest students have a conversational knowledge of English when pursuing a Certificate of Completion. For any of the art writing courses, students need to be 100% proficient in written English.
You should have an up-to-date web browser such as: Chrome, Safari, Firefox, or Internet Explorer. For more detailed information, please see the guides for supported browsers and basic computer specifications. Our Online Courses can be accessed on a mobile or tablet device, although we strongly encourage you to have access to a desktop or laptop computer and reliable internet connection for certain course components. Former students have told us it is easiest to read discussion threads and complete written assignments on a laptop or desktop computer.
Registration is available on our website. Just follow these simple steps: Click the “Apply Now” button in the top right corner of your screen. Select “Online Courses.” Choose your course(s). You will be asked for basic contact information and your credit card payment. We require full payment at the time of registration and all tuition is billed in US dollars. Be sure to check with your bank or credit card company, as your financial institution may charge a foreign transaction fee.
Our classes are kept small, at no more than 30 students, to better facilitate and encourage personalized interaction with the instructor and fellow participants. Your classmates come from all over the globe and contribute their global perspectives and experience. Some are currently working within the arts while others are just beginning. All classmates share in their passion for the art world.
It is recommended that you begin your course promptly. If you do need to start the course a few days late, contact your instructor as soon as possible after the course has opened to discuss your options. Registration closes on the Friday after the course begins.
Enroll now
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Course customization available
Course customization available
This training course is available to be conducted at your own pace & at your own time. Request for a quotation now and our training advisor will contact you shortly
