Planning And Running Successful PR Campaigns

A step-by-step guide to getting the most from your PR budget

Click here for the full agenda

Registration will be at 7.30 on the first day. Course sessions will start promptly at 8.00 and end at 14.30. There will be two short breaks for refreshments at appropriate times and lunch will be served at the end of each day’s sessions.

Planning And Running Successful Public Relations Campaigns is a step by step workshop that will guide you through all the essential factors in planning and running public relations programmes that will win the maximum corporate and marketing success.

The aim of this course is to ensure that you learn best practice. Completing the four days will give you a clearer view of the breadth of public relations – and also the skills and the techniques to put this expertise into effect within your own organisation. The course is built around 12 core sectors using many case studies and practical examples both from the course leader’s personal experience and from the broader worlds of public relations and business success.

You will get a full copy of every PowerPoint slide used in the four days, plus over 50 pages of detailed course notes and check lists. Part of your course material will be a copy of Roger Haywood’s best selling book, Manage your Reputation.

Attend this highly-rated practical course and learn essential techniques to:

• Get the maximum from your public relations budget to win corporate success
• Win the active backing of all your top managers, staff and all stakeholders
• Discover the 12 core steps you need to plan any public relations activity
• Understand how and where you can make the biggest corporate impact
• Use simple strategies to win the support of top managers and all staff
• Use techniques to move your organisation ahead of your competitors
• Manage those issues that will make your organisation admired and quoted
• Win goodwill and powerful support when challenged by damaging crises
• Deal quickly and effectively with any crisis your organisation might face
• Learn why communications and media are only part of public relations

Throughout the course, there will be case studies, work anecdotes, special tutorials, group exercises, tests, delegate reviews and discussions based on your experience. You will also have the opportunity to ask the course leader for personal and confidential advice both during the four days and after the event.

The course focuses on 12 central sectors that can be applied to all public relations activities. Each is explored carefully and explained logically with plenty of opportunity for your questions and discussion. Many case studies illustrate how the principles work in real organisations. A key feature of the course leader’s training approach is to illustrate how it went right – or wrong – with examples, many from his own working experience.

For example: Roger will analyse the role public relations played in
many cases, both positive and negative, such as:

• Why Ford and Firestone missed a key public relations rule and got into conflict over a life-threatening safety issue
• How General Electric reversed a decision when a product proved to be unsafe and won government and industry acclaim
• What a small electric manufacturer spotted that the big industry names missed and doubled sales
• Why Cadbury was taken over on the cheap by the much weaker Kraft company and where their public relations failed
• How Sainsbury’s won public approval, built its market position and increased sales through an issues audit
• What made Mercedes risk its reputation when it withdrew a dangerous vehicle, winning it positive media support
• How valuable market research shaped an outstanding campaign for Thomas Cook and created massive credibility for public relations profession
  
  

Day One

• Campaign Aims And Objectives
• Policies And Strategies
• Audiences And Messages
• Performance measures

Day Two

• The Issues Audit
• Crises And Crisis Management
• Supporting And Engaging Management
• Public Relations Resources

Day Three

• Communications Activities
• Feedback And Fine Tuning

Day Four

• Media Relations
• Media Management