Public Relations Training Course

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 21^st 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

OBJECTIVES

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

TRAINING METHODOLOGY

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.

ORGANISATIONAL IMPACT

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

PERSONAL IMPACT

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

WHO SHOULD ATTEND?

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

Certificate

On successful completion of this training course, KC ACademy Certificate will be awarded to the delegates.

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