Public Relations Campaigns: From Planning to Execution

We cannot emphasize enough how important it is to plan ahead for your public relations program. A public relations (PR) plan is imperative to a professional, comprehensive campaign.

Programme Code
TR-1032
Duration
5 Days
Delivery
Classroom - Virtual
Programme Overview

We cannot emphasize enough how important it is to plan ahead for your public relations program. A public relations (PR) plan is imperative to a professional, comprehensive campaign. According to modern day research, more than 50% of new businesses fail the first year. Why? Lack of proper planning and resources in their PR function. If you find it challenging to write a PR plan or find it daunting to execute, do not worry, this course will have you covered. By attending this highly engaging and interactive course, you will be guided through a road map which will give you the knowledge and skills necessary to create and implement a successful PR campaign.

Programme Objectives

By the end of the course, participants will be able to:

  • List and define PR concepts and differentiate between PR and advertising
  • Create and implement a PR plan
  • List contributions of PR campaigns to strategic management
  • Manage a crisis using PR
  • Explain the importance of organizational and corporate image
  • Measure PR effectiveness
Target Audience

PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.

Target Competencies
  • Planning and organizing
  • Leading and directing
  • Analyzing and evaluating
  • Inspiring and building rapport
  • Communication skills
Programme Outline

PR recap

  • PR: definitions, concepts
  • Stakeholders in PR
  • The many components of PR
  • Key differences between PR and advertising

Creating and implementing a public relations plan

  • PR plan: definition and needs
  • Characteristics of a PR plan
  • SWOT analysis (Strengths, Weaknesses, Opportunities and Threats)
  • Target audience(s)
  • Goals (what we hope to accomplish)
  • Objectives (what needs to be done)
  • Key messages: simple and descriptive
  • Strategy (methods to accomplish objectives)
  • Tactics (deadlines and cost)
  • Timeline and responsibilities

Contributions of PR campaigns to strategic management

  • PR and strategic management
  • Taking a strategic approach
  • What can PR accomplish
  • Environmental scanning
  • Internal and external environment
  • Managing issues

Crisis management using PR

  • Defining and identifying a crisis
  • Remembering the rules in a crisis
  • Phases of a crisis
  • The disclosure principle
  • The symmetrical communication principle
  • The relationship principle
  • The accountability principle

Importance of the organizational image

  • Public opinion (attitudes, opinions, actions)
  • Building the organizational image
  • Variables of managing the image
  • Image and reputation management
  • From identity to reputation
  • Relationship management

Measuring PR effectiveness

  • Purpose of evaluation (output, outcome)
  • Evaluating (process and goals)
  • Matching objectives and results
  • Measurement (production, exposure)
  • Weaknesses of the traditional approach
  • Measurement techniques