Day One: Effective PR in a Media Environment
- Putting a value on reputation and the PR that builds it
- Corporate Affairs and Public Affairs approaches
- PR campaigns – their use and their risks
- External Communication as a change agent
- Evaluation to develop programmes and match outcomes to organisational needs
Day Two: A Problem-Solving Approach
- Brand, identity and image, the basis of reputation
- Assessing your reputation and the use of ‘gap’ analysis
- Stakeholder mapping, listening constructively to your stakeholders
- The importance of narrative and storytelling
- The Message matrix / message houses
- Communications channels mapping and monitoring
- A crisis management toolkit
Day Three: Planning and Costing Campaigns
- Creating campaigns to meet business objectives
- A problem-solving approach
- Critical path analysis, costing the plan and preparing a budget
- Anticipating risk and planning to meet it
- Identifying stakeholders and their role in relation to the campaign
- Co-ordinating campaign elements across stakeholder groups
Day Four: Channels, Delivery and Evaluation
- From strategy to tactics
- Environmental scanning, opportunities and risks
- Developing a media relations plan
- Crisis media relations
- Channel effectiveness and use of media
- Using influencer strategies to multiply effectiveness
Day Five: Putting it all together – Effective Delivery in Your Organisation
- Winning support - consulting others in the organisation effectively
- Research and evaluation
- Presenting your case to senior management
- Integrating your campaigns into your own media and company reporting
- Ensuring that results are seen and credited
- Personal action planning