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Managing
Public Relations and Corporate Communication
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Audience:
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This program is designed for Public Relations
Manager, Supervisors & Officers and/or Other key personnel in the
organization whose work involves contact and interaction with internal/external
public.
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Objectives:
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By the end of this training program,
each participant will be able to:
- Realize the
meaning of Public Relations
- Explore what are
the responsibilities of PR Representatives
- Put their
resources in place while creating the PR Department
- Plan the PR
Program and target the PR efforts
- Understand the
two essential ingredients for PR Success
- Produce great PR
ideas
- Capitalize on
contests and worthy causes
- Develop ideas
for articles
- Handle media
interviews professionally
- Communicate effectively
with impact
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Course Outline:
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i
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Introduction to the Public
Relations
- The Power of PR
- Who Needs PR
- X-Raying the PR
Process
- Hiring PR
Professional PR help: Advertising Agencies
- The Changing
Role of PR in the Marketing Mix Today
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ii
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Brainstorming and Thinking Creatively
- Setting up the
PR Department and Program
- Formulating
Ideas
- Think about PR
Solutions
- The Four
Essential Elements of Winning PR Concepts
- Using PR Tactics
- Create a
character for your company
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iii
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Laying the Foundation &
Implementing PR Strategies
- Putting your
Message on Paper: The Press Release
- Writing and
Placing Features articles
- Delivering your
message in person
- Media Relations:
Getting Your Message Out
- Employing New
Media: Web Sites and E-Mail
- Staging Publicity
Events
- Spotting and
Sizing Opportunities
- Knowing what to
do in a crisis
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iv
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PR in
the corporate Mix
- PR in the
communications mix
- PR in the
marketing mix
- Direct response
PR
- Financial PR
- PR and strategy
- Brand PR
- Persuasion
measurement techniques
- Integrating
PR/Communications and marketing plans
- The art of
leveraging
- Corporate
affairs and customer relations
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v
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Evaluating PR Results
- Measuring by
"Advertising Equivalency"
- Making
"Media Impressions"
- Using "Key
Messages Points"
- Zooming in on
Market Research
- Measuring
Inquiries and Sales
- Taking the Long
View of PR Success
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