Driving Your Own PR Campaign

Programme Aim

The aim of this course is to develop and enhance the skills, knowledge and behaviours of participants relating to the pivotal role Public Relations as a strategic business tool has in today’s challenging business environment. It will demonstrate how public relations can make a significant impact in the awareness and profitability of a business for very little or no cost.

Programme Content 

 Understand the basics of Public Relations

 Understand the difference between PR and advertising

 Know how to seize a PR opportunity

 Attain the skills to effectively influence editors and key customer targets

 Know how to write an effective press release for media opportunities

 Attain the skills for effective photography for PR purposes

 Know how to conduct an effective press, radio or television interview

 Know how to write newsletters for the web, press and for direct mailings

 Understand how event management opportunities can allow you to get closer to your customers

 Attain excellent tips to get the most out of exhibitions

 Understand how PR can be utilised effectively in crisis management situations

 Attain excellent tips for effective PR on a shoestring

 Know how to incorporate PR into a marketing plan

Programme Outline

 Understanding the true meaning of the term ‘Public Relations’

 Understand the difference between marketing, advertising and public relations and how PR is part of the promotional mix

 Learn the difference between newsworthiness (PR) and self promotion (advertising) and how to make something newsworthy

 Examine how companies/individuals from all walks of life utilise PR effectively through examples and case studies (Ryanair. Australian Government, Celebrities etc.)

 Learn where to get the most up-to-date information on editors, journalists, government agencies etc.

 Learn how to write an effective press release for various publications (newspapers, magazines etc.) and the importance of structure, content and clarity of message

 Learn about styling techniques in photography and what editors are looking for in terms of photographs (i.e. learn the tricks to getting a photograph published)

 Learn the tools for getting the most out of exhibitions using PR techniques

 Understand the value of event management/customer entertainment and how to do it effectively

 Learn about simple PR techniques that can be used straightaway to gain more exposure for their business

 Explore the use of PR in crisis management situations and how to use it to manage unfavourable situations (redundancy, accident at work, accident on premises, other)