Course Outline

Course Outline

Planning & Executing Public Relation Campaigns

Ref No. Dates Venue Fee (US$)  
PR 003 17 - 21 Mar 2019 Dubai 4500 Register
PR 003 18 - 22 Aug 2019 Dubai 4500 Register
PR 003 15 - 19 Dec 2019 Dubai 4500 Register

Planning & Executing Public Relation Campaigns

Introduction

One of the most widely implemented and exciting areas of Public Relations is Planning & Executing PRs Campaigns. We cannot emphasize enough how important it is to plan ahead for your PR campaign. It is of paramount importance that the personnel tasked to plan & execute PR campaigns should know the best practices, the process, and how to measure the effectiveness of the campaign.

Participants on PROCLAD Academy’s Planning & Executing Public Relation Campaigns training course will learn the structure of a PR campaign and the steps involved in putting it together. They will learn to set-up objectives, develop strategy and create tactics. By attending this highly engaging and interactive course, participants will be guided through a road map which will give them the knowledge and skills necessary to plan and execute a successful PR campaign.

The key features of PROCLAD Academy’s Planning & Executing Public Relation Campaigns training course are:

  • Planning and organizing
  • Leading and directing
  • Inspiring and building rapport
  • Communication skills
  • Analyzing and evaluating
Learning Objectives

By attending PROCLAD Academy’s Planning & Executing Public Relation Campaigns training course, participants will be able to:

  • Define PR concepts and differentiate it with advertising
  • Explain the importance of organisational and corporate image
  • Create and implement a PR campaign
  • Understand the importance PR campaigns to strategic management
  • Manage a crisis using PR campaigns
  • Measure the effectiveness of PR campaigns
Target Audience

PROCLAD Academy’s Planning & Executing Public Relation Campaigns training course is intended for, but not limited to:

  • PR Professionals
  • Key personnel involved in creating and enhancing a positive image for their organisation
  • PR specialists seeking to update skills as part of their professional development
Training Methodology

PROCLAD Academy’s Planning & Executing Public Relation Campaigns training course incorporates inspiring lectures with structured lessons from the learning manual along with comprehensive workshops & case studies; captivating PowerPoint slides with videos to enhance learning; ongoing discussions with action planning; ample time for Q&A; training activities to reinforce key concepts within a fun learning environment.

Course Outline
  • PR: definitions, concepts
  • Stakeholders in PR
  • Key differences between PR and advertising
  • Characteristics of a PR campaign
  • SWOT analysis
  • Target audience(s), Goals, and Objectives
  • Strategy and tactics
  • Timeline and responsibilities
  • PR and strategic management
  • Taking a strategic approach
  • What can PR accomplish
  • Environmental scanning
  • Internal and external environment
  • Managing issues
  • 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
  • Public opinion (attitudes, opinions, actions)
  • Building the organizational image
  • Variables of managing the image
  • Image and reputation management
  • From identity to reputation
  • Relationship management
  • Purpose of evaluation – output and outcome
  • Evaluation process & goals
  • Matching objectives and results
  • Measurement (production, exposure)
  • Weaknesses of the traditional approach
  • Measurement techniques